A Benelux Market Reboot for 𝕏

Socialdatabase's proposal to rebuild trust and drive Benelux ad revenue on X.

Benelux Digital Ad Spend

Digital Ad Spend

€4.5B

Benelux

€6.5B

Benelux

Social Ad Spend

Top Advertisers

Unilever

ING

KPN

Albert Heijn

VodafoneZiggo

Odido

Top 100 Benelux Advertisers should drive €10M in Ad revenue

€10MAnnual Revenue Potential

Year 1 Target:€1.2M

Year 2 Target:€3M

Year 3 Target:€10M

What social ads spend based on DAU 'should' look like

Using daily active users as the sole proxy for share, X's addressable annual ad revenue in the Dutch market is ~€54M.

Platform

DAU (millions)

Implied Spend (€M)

Facebook

7.0

€268M

Instagram

5.9

€226M

YouTube

4.7

€180M

TikTok

3.2

€123M

Snapchat

3.0

€115M

1.7

€65M

X (Twitter)

1.4

€54M

1.2

€46M

0.6

€22M

Why isn't X capturing its fair share of Benelux ad spend?

Brand-safety sentiment

High-profile controversies keep risk-averse NL/BE advertisers on the sidelines.

Agency dynamics

Conservative, holding-company–led planning defaults to Meta/YouTube/TikTok.

Product & proof gaps

Fewer locally proven case studies and perceived control/verification gaps vs. peers hurt sign-off.

Elon Musk / X public sentiment

CEO headlines polarize opinion and raise procurement hurdles.

Lack of hard performance facts

Many teams rely on outdated or media-driven narratives.

A Dutch Led, Data Verified Turnaround for X in the Benelux

Local trust, global credibility

Amsterdam based Dutch team with deep agency/brand relationships, backed by a proven global data partnership.

Independent proof via Enterprise API

We fact check X performance ourselves (brand safety, reach, lift, attention), publish transparent benchmarks, and replace hearsay with hard data.

Change the story in Dutch

Dutch language PR and broadcast placements to correct misconceptions and show real outcomes to the market.

Agency roadshow, Dutch playbooks

Benelux specific compliance/brand safety packs, vertical blueprints, and myth busting decks—delivered in-person to holding companies.

Create wins to unlock follow on spend

We land the first flagship Benelux advertisers through our network, and use it to bring the next advertisers.

Cross platform credibility

We're already trusted by Reddit, bringing governance and buyer confidence that transfers to X.

Team

Lead Client Partner

Jair Klaver

Dutch Market Lead

Native Dutch client partner with extensive experience working with X and major agencies. Successfully managed multi-million dollar portfolios for X targeting products, bringing deep market knowledge and proven results to Benelux expansion.

Executive Team

The executive team will be engaged across Benelux, with primary responsibility for the Dutch market assigned to Duco Janssen, who will drive initiatives and join key meetings.

Thomas Slabbers

CEO

Duco

COO

Joran

CTO

X Data Team

Audience insights, benchmarks, and sales enablement data

Thomas

Henry

Ioana

Claire