Market Watch: The Netherlands

Market lowdown
The Dutch market ranked as the 5th largest by total online marketing spend during 2011 according to the IAB. At €1.2bn it finished just behind its far larger (by size and population) European neighbour Italy.  By the end of this year there is every chance it could be larger, the 2011 growth rate was 19% up on 2010.

Affilinet in The Netherlands
With its recent acquisition of Cleafs (the Dutch affiliate network), affilinet is well placed to take advantage of this growth; its local publisher mix in the Netherlands has always been strong, with not too much reliance on any one publisher business model.  Cleafs supports this mix by strengthening the very technical price comparison segment and boosting the all-important area of topic / content sites.

Food for thought
When it comes to Twitter the Dutch are the most engaged market within the network according to recent research by Semiocast (33% active).  You could say, “Sure, but how many accounts are there?  It’s a small place”. Well, there are actually 8 million, equivalent to half the population of the Netherlands!  Speak to our team today to discuss opportunities for leveraging this platform.

From a Facebook perspective there are not too many surprises, CPC costs are higher than the other countries mentioned due to significant competition for a limited amount of impressions, the average click cost coming in at $0.61 over the past 6 months.  When it comes to pure numbers of fans (not necessarily a means to commercial success) KLM and G-star Raw are leading the way with 2 million and 1 million fans respectively.  If you are publisher with media arbitrage experience and you think you can help KLM please get in please get in touch as we work with them in several countries.

Missed any of the Market Watch series?

Market Watch: France
Market Watch: Germany
Market Watch: Spain

Paul Brown

Paul Brown has over 7 years in online, 6 of those in affiliate marketing.At affilinet Paul is a Senior Strategy Manager and also the UK office’s Product Champion. Paul has an extremely high level of technical know-how and was responsible for developing our Pay Per Call technology and retargeting solution. He has spoken at several industry events, including ad:tech, Affiliates4U Expo and the IAB Affiliate Forum. Previously Paul was Affiliate Executive at Carphone Warehouse and Affiliate Manager at Alliance and Leicester.
Out if hours Paul is at his happiest drinking wine, eating cheese, travelling the world, playing sport and discovering new music and film.

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