UMA Benchmark Media Investments 1st Semester 2024

UMA, together with AdSomeNoise, blue2purple, Hybrid Agency, Ogilvy Social.Lab & Pivott, calculated the Share of Voice of ‘Digital Advetising’ in the total Media Investments in Belgium. Period: January – June 2024. The report you can download below contains analyses of the market shares of the channels Display, Video, SEA, Social, Digital OOH & Other Digital and the shares from the media segments Tv, Radio, OOH, Press, Cinema & Direct Mail.

The table below compares the distribution of investment across medium types among the three consecutive and comparable benchmarks, namely those for the first half of 2022, 2023 and 2024. The latter figures point out a 3 percentage point increase in the share of digital channels.

Our semestrial report reveals also the shares of the big international platforms such as Meta, Amazon, Youtube, Microsoft, X, TikTok, … in the Belgian advertising market for all digital channels.

All local media together account for 40% of the digital advertising market. If we take into account all offline investments at Belgian media, the share of “local” in the total media market is 78%. The other 22% are invested on the international platforms.