“Social advertising is changing rapidly, but with the right insights, you can make a real difference. This benchmark helps advertisers and agencies stay sharp and make smarter decisions about budget allocation across platforms and objectives,” says Dionne van Dijk, Head of Social at Accenture Song and Chair of the DDMA Social Media Committee
DDMA Social Advertising Benchmark 2025 – Report ENG
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Key social advertising trends in the Netherlands in 2025
The DDMA Social Advertising Benchmark 2025 highlights the most important developments and trends in social advertising in the Netherlands. These insights are further explained in the public report, compiled by the DDMA Social Media Committee.
Conversions are back, video views lose ground
Conversion campaigns are on the rise again, especially on Meta. Video views are declining, with TikTok and, to a lesser extent, LinkedIn still relevant. Awareness campaigns are growing in B2C via TikTok and Meta, while in B2B, Meta has now overtaken LinkedIn.
B2B advertisers diversify their social mix
The B2B market is moving toward a more differentiated and results-driven approach to social advertising. LinkedIn remains a key platform, but more and more organizations are recognizing the value of other platforms, particularly because their target audiences are active there too.
Shift in social spend: Reddit overtakes Pinterest
Reddit has grown to 1.4% of total social spend, surpassing Pinterest (0.9%). Strong traffic performance and improved advertising tools make Reddit increasingly relevant in the mid-funnel, while Pinterest remains strong for awareness and inspiration.
Industry determines pace and dynamics: shift from Meta to TikTok
TikTok continues to gain ground at the expense of Meta, although the shift varies per industry. Education and Retail Mixed are clearly moving to TikTok, FMCG and Healthcare are adding TikTok to Meta, while Ecommerce and Travel are largely sticking with Meta. The shift is unmistakable, but each industry moves at its own pace.
LinkedIn becomes more expensive, but better results justify the cost
LinkedIn CPMs are up by more than 20% in 2025, with increases visible in 12 of the 14 industries. For awareness and traffic & engagement campaigns, this is offset by higher CTRs and VCRs. However, CPCs for conversion campaigns have risen significantly: the average CPL is now 4.5 times higher than a year ago.
About the benchmark
The DDMA Social Advertising Benchmark 2025 is an independent initiative by DDMA and the DDMA Social Media Committee. In this third edition, 514,000 campaigns were analyzed (2024: 290,000) covering the period from January 1, 2021, to June 30, 2025, with a total value of 354 million euros (2024: 255 million euros).
The data was anonymized and provided by 19 participating agencies (2024: 18): A Bigger Circle, Abovo Maxlead, Accenture Song, Artefact, Doublesmart, Draft Digital, Goldfizh, Happy Horizon, iO, KINESSO, Maatwerk Online, MondoMarketing, Netprofiler, ODIV, OMD, PHD, SDIM, WeConnect, and WIJ Special Media.
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