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Digital advertising surges to 41.9% of media investment

Luc Eeckhout, Manager Media & Agencies
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The Belgian media landscape has reached a new milestone: for the first time ever, digital advertising has crossed the symbolic threshold of 40% of the total net media investment in Belgium, reaching 41,9% in 2024, up from 37,2% in 2023. This growth marks a turning point in the Belgian advertising landscape, as revealed by the latest UMA-UBA Digital Benchmark, the annual collaboration between the United Media Agencies (UMA) and the United Brands Association (UBA).

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