This document provides an overview of media trends in the Netherlands as of Q3 2014. It discusses the Dutch population and economic indicators, breakdowns of media spending, and trends in different media sectors. Television still claims the largest share of gross media spending, though online/internet spending is growing steadily. Retail dominates advertising spending, while FMCG and government also rank highly as advertisers.

1. 1
The Netherlands
STARCOM
Media Landscape 2014 Q3 Update

2. 2
CONTENT
THE NETHERLANDS –GENERAL STATS & FIGURES
OVERALL TRENDS & RANKINGS
MEDIA SPEND
TIME SPEND ANALYSIS
MEDIA TRENDS INCL. MULTI SCREEN
TELEVISION
RADIO
DIGITAL
PRINT
OUTDOOR
CINEMA

3. 3
THE NETHERLANDS GENERAL STATS & FIGURES

4. 4
16.193
16.859
15.500
16.000
16.500
17.000
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014Sept
Population (in ‘000s)
Dutch population is still growing and getting older, with the number of single person households increasing
2.384
2.804
4.612
4.786
2,28
2,18
1,0
1,3
1,6
1,9
2,2
2,5
0
2.000
4.000
6.000
8.000
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014juni
Averageno. of peoplein HH
Numberof HH (in ‘000s)
Household size
Single person household
Multiple person household
Average no. of people in HH
Source: CBS, Statline, Q3 2014
38,6
41,0
37
38
39
40
41
42
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014juni
Average age

5. 5
-50
-40
-30
-20
-10
0
10
20
30
2007 Jan
2007 May
2007 Sep
2008 Jan
2008 May
2008 Sep
2009 Jan
2009 May
2009 Sep
2010 Jan
2010 May
2010 Sep
2011 Jan
2011 May
2011 Sep
2012 Jan
2012 May
2012 Sep
2013 Jan
2013 May
2013 Sep
2014 Jan
2014 May
2014 Sep
Difference % positive and negative answers
Consumer confidence
In 2014, consumer confidence is climbing back up from an ultimate low in 2013
Source: CBS, Statline, Oct 2014
Despite the economic crisis, disposable HH income hasn’t actually declined and is increasing slightly in 2013
28,3
29,0
29,4
30,6
32,6
33,1
33,3
33,2
33,1
33,2
33,6
0
10
20
30
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
€(in ‘000s)
Annual disposable HH income

6. 6
The effects of the difficult economic climate are still felt, but first signs of recovery are evident
KeyEconomicIndicators NL
2011
2012
2013
2014
2015
Inflation
2.3%
2.25%
1.75%
1%
1.25%
Economic growth
1.2%
-1.75%
-0.75%
0.75%
1.25%
Purchasing power*
-1.0%
-2.1%
-1.4%
1.5%
0%
Unemployed (in ‘000s)
389
469
600
620
605
Unemployment %
5.4%
5.3%
6.7%
7%
6.75%
Source: CPB, Kerngegevenstabel 2011-2015, Aug 2014 (*Median all households)

7. 7
OVERALL TRENDS & RANKINGS

8. 8
SoLoMois now
Social
Local
Mobile
Mobile technology makes it possible to reach people anywhere, anytime
Social media connects people worldwide with events, activities and each other
Increasing ability for brands and organizations to respond to people’s whereabouts and out-of- home activities

9. 9
Source: PWC Entertainment & Media Outlook forecast 2014-2018
Overall Digital Forecast
More than 48% of Entertainment & Media spend will be Digital in 2018
More than 85% of Dutch population will have mobile internet access in 2018
Glass fiber broadband subscriptions will grow from 7.9% in 2013 to 93% in 2016

10. 10
6 mentality trends of the Dutch population in 2013
Source: Motivaction, Mentaliteitstrends 2013
Manifestation
Fascination for violence
Techno progression
Decrease societal engagement
Simplicity
Imagineering
“I like to be watched by other people”
“I think violence on TV should be limited”
“There should be boundaries to technological development”
“I feel very engaged with society”
“I have chosen to live a more simple life”
“Dreams and fantasies are crucial in my life”

11. 11
6 Obvious and 6 less obvious trends
More digital
More mobile
More social
More emerging markets.
More agile/speedy
More data-driven
The future is digitaland analog
For example, mobile connects digital with the real world when sharing content or checking-in
The future is about self-marketing
On social media, consumers have the ability to express themselves more and more
Less advertising. More utilities& service
Brands more and more develop apps which facilitate life
The future of TVwill come from the slime
Start-ups like Netflix and YouTube are changing TV behavior
Future is more access, less ownership
Services like Spotify replace the need of ownership (of cd’s)
Marketing is a huge growth category
Source: RishadTobaccowala, Chief StrategyandInnovationOfficer, SMG HES Republic, October2013

12. 12
Dutch brands show strong commitment amongst the Dutch consumer
Source: EURIB Top 100 IndispensableBrands of 2014 (EURIB Top 100 Onmisbare Merken van 2014), n=1,001

13. 13
A steady increase in online home shopping with a promising 1HY of 2014
7.400
8.200
9.000
9.800
10.600
5.001
6.550
6
7
8
9
10
11
12
0
2.000
4.000
6.000
8.000
10.000
12.000
€billions
Online home shopping spend
People buying online
+11%
+10%
+9%
+8%
+31%
Top 5 categories with highest % of online purchase
Source: ThuiswinkelMartkmonitor2010-2014 Q1
43,9%
45,7%
61,6%
77,3%
83,1%
Insurences
Media & Entertainment
Travel Packages
Plane tickets & accommodation
Tickets for events & attractions
Online
Offline

14. 14
MEDIA SPEND

15. 15
Gross media spend relatively stable, with a 3% increase in 2014 Q1-Q3 compared to same period last year
0
1.000
2.000
3.000
4.000
5.000
6.000
7.000
8.000
9.000
€millions
Gross media spend
Source: Nielsen, 2009 –2014, data run off on 30 October 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
+4% YoY
+2% YoY
-3% YoY
-1% YoY
+3%

16. 16
Gross investment is increasing, although net media spend doesn’t show the same trend yet
Media spend vs. industry spend
Net Media Spend
Spend data as reported by buying managers
Source: Nielsen Annual Net Media Spend Report 2013
Gross investment business sector
20%
10%
5%
15%
0%
-5%
-15%
-20%
-10%

17. 17
FMCG, Government, retail and telecom dominate the top of Dutch advertisers
No.
Advertiser
Category
Gross spend in €2014
Q1 -Q3
1
Unilever
FMCG
198.427.468
2
RVD
Government
112.325.994
3
Ahold
Retail
100.579.079
4
ASWatson
Retail
90.448.665
5
Jumbo
Retail
88.700.137
6
KPN
Telecom
87.000.726
7
Procter & Gamble
FMCG
83.536.783
8
Persgroep
Media
81.183.080
9
Lidl
Retail
63.493.215
10
Vodafone
Telecom
63.434.913
Source: Nielsen, 2014 Q1-Q3, data run off on 4 November 2014
(NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

18. 18
Overall, retail dominates, claiming the top 4 positions in the top 10. Telecom is next with 3 brands in the top 10
No.
Brand
Category
Gross spend in €2014 Q1 -Q3
1
Kruidvat
Retail
75.115.355
2
Albert Heijn
Retail
66.754.313
3
Lidl
Retail
63.493.215
4
Jumbo
Retail
54.389.923
5
Ziggo
Telecom
43.528.027
6
KPN
Telecom
43.284.117
7
Kras
Travel
42.452.155
8
Vodafone
Telecom
39.216.293
9
McDonald’s
Fastfood
34.317.791
10
C-1000
Retail
34.310.214
Source: Nielsen, 2014 Q1-Q3, data run off on 4 November 2014
(NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

19. 19
TV still claims the largest share of gross media spend
14%
15%
15%
16%
16%
15%
15%
12%
8%
6%
6%
5%
5%
7%
5%
5%
7%
7%
7%
7%
7%
7%
5%
5%
5%
6%
6%
7%
6%
6%
6%
5%
5%
5%
7%
8%
8%
8%
9%
9%
41%
44%
44%
43%
44%
47%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2009
2010
2011
2012
2013
2014 Q1-Q3
Media mix
Trade press
TV
Sponsored Magazines
Radio
Consumer Magazines
Out Of Home
Door Drops
Internet (Online Display)
Direct Mail
Newspapers
Cinema
Source: Nielsen, 2009 –2014, data run off on 30 October 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

20. 20
OOH and Radio keep on growing. TV also shows an increase in 2014 compared to same period last year
0
1.000
2.000
3.000
4.000
€millions
Gross media spend per medium type across time
2010
2011
2012
2013
2013 Q1-Q3
2014 Q1-Q3
Source: Nielsen, 2010 –2014, data run off on 30 October 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

21. 21
€790
€954
€1.068
€1.158
€1.255
16%
19%
22%
25%
28%
0%
10%
20%
30%
0
500
1.000
1.500
2009
2010
2011
2012
2013
% of total net ad spend
€millions
Total internet net spend
Total internet net spend
Share of internet spend (of all net spend)
Internet spend is still steadily increasing YoY. In 2013 this increase can be attributed to higher spend in display
€410
€460
€530
€625
€520
€205
€302
€336
€338
€544
€175
€192
€202
€195
€191
0
500
1.000
1.500
2009
2010
2011
2012
2013
€millions
Internet net spend per type
Classifieds, Directories, Listings
Display
Search
Source: Nielsen AnnualNet Media Spend Reports2010, 2011, 2012 and2013. “Classifieds, Directories, Listings” containsspendon peer-to-peer/2nd hand online shoppingsites (e.g. Marktplaats/Ebay) or YellowPages-type online directories (e.g. Telefoongids)

22. 22
Growth is predicted in media spend mainly due to a steady rise in Internet spend
3.967
3.770
3.756
3.837
3.911
3.986
3.600
3.700
3.800
3.900
4.000
4.100
2011
2012
2013
2014
2015
2016
€millions
Forecast net spend
0,8%
-5,0%
0,0%
2,2%
1,9%
1,9%
-6%
-4%
-2%
0%
2%
4%
Forecast net spend
Change (%) to previous year
Source: ZOG AdspendForecast Netherlands –June 2014 (1980-2016)
-
500
1.000
1.500
2.000
Newspapers
Magazines
TV
Radio
Cinema
Outdoor
Internet
€millions
Net spendper medium type
2011
2012
2013
2014
2015
2016

23. 23
In 2013, total sponsor spend decreased with 6% (top 100 sponsors) compared to 2012. This is mainly caused by less sponsor spend in sport
Source: SponsorMonitor2014 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded)
Totalspendtop 100 sponsors
2012
2013
Index
Total sponsor spend
€311,805,000
€293,835,000
94
Average sponsor spend (per brand)
€3,118,050
€2,938,350
94
-
100
200
300
400
500
600
Sports
Art & Culture
Entertainment
Society
Media (non-spot)
Sponsor spendin mio€
Sponsor spend 2010-2013
2010
2011
2012
2013

24. 24
61%
9%
13%
7%
11%
Sponsor contracts
Sports
Art & Culture
Entertainment
Society
Media (non-spot)
In 2013, 304 new (and renewed) contracts were closed. In 2012, this number was slightly higher (316)
Source: SponsorMonitor2014 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded.
The total value of all contracts in 2013 was €205,442,500; average €675,797 per contract. This means that fewer contracts summed up to an approximately equal amount as 2012 when the total value was € 208,297,500 (average €659,169).

25. 25
No.
Brand
Gross sponsor spend in €2013
1
Rabobank
€36,000,000
2
Nike
€15,000,000
3
AEGON
€13,250,000
4
adidas
€10,900,000
5
ABN AMRO
€10,500,000
6
KPN
€7,600,000
7
Philips
€7,050,000
8
VriendenLoterij
€6,600.000
9
Essent
€6,100,000
10
McGregor
€6,000,000
Rabobank, Nike andAEGON have been the top sponsors forseveralyears
Source: SponsorMonitor2014 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded.

26. 26
TIME SPEND ANALYSIS

27. 27
A national Media Time Spend Study is available. This is a collaboration between:
•Sociaalen CultureelPlanbureau
•The 3 official media audience ratings: NOM, NLOand SKO
Research study Media:tijdis released in Q2 2014
On top of the Time Spend Study, Media:tijdwill launch another study in 2015:
•A data hub to combine audience ratings in order to analyze cross media reach
Media:Timeis a unique and innovative research on media activities, media formats and media content. This study is considered the new standard for media activities.
Source: Media:tijd2014, TA: 13+ (N=2,989)

28. 28
Dutch people spend more than 8 hours per day on media
0,23
0,72
0,5
0,6
0,99
1,55
3,26
2,36
8,87
10,34
0,17
0,2
0,55
0,51
0,81
1,51
0,59
4,32
8,18
11,35
0
2
4
6
8
10
12
Volunteerting
Study, school
Groceries, shopping
Care for others
On the go
Housework
Work
Leisure time
Media
Sleeping, eating and personal care
Hoursper day
Main activities –Average time spent per day
Weekend
Weekdays
Source: Media:tijd2014, TA: 13+ (N=2,989)

29. 29
Watching and listening (online or offline) are most time consuming media activities
3
2,88
0,77
1,22
0,27
0,55
0,18
2,32
3,35
0,82
0,8
0,41
0,42
0,07
0
1
2
3
4
Listening(online oroffline)
Watching(online oroffline)
Reading(paper orelectronic)
Communicate(throughmedia)
Gaming(electronic)
Internet other
Media other
Hoursper day
Media activities –Average time spent per day
Weekdays
Weekend
Definitions
Listening: to radio, (own) music/audio –offline, online or apps + live or non-linear
Watching: TV-programs, videos or pictures -offline, online or apps + live or non-linear
Reading: books, magazines, newspapers, door drops, newsletters –offline, online or apps
Communicate: text messages, chat, e-mail, social media, forums, letters –offline, online or apps
Gaming: consoles or game websites -offline, online or apps –except for board games and gambling
Internet (other): online shopping, e-banking, search information -offline, online or apps
Media (other): administration on computer, installation and use software
Source: Media:tijd2014, TA: 13+ (N=2,989)

30. 30
Media consumption is high throughout the day but shows strongest peak in the evening; listening in daytime, watching in the evening
0
10
20
30
40
Minutes
Media activities on an average day
Listening (online or offline)
Watching (online or offline)
Reading (paper or electronic)
Communicate (through media)
Gaming (electronic)
Internet other
Media other
Source: Media:tijd2014, TA: 13+ (N=2,989)

31. 31
MEDIA TRENDS, INCL. MULTI SCREEN

32. 32
Tablet and smartphone ownership still rising, whilst purchase intent for tablets slightly decreased. SimOnly subscriptions are growing in popularity.
7%
30%
49%
30%
48%
23%
6%
40%
56%
29%
48%
26%
5%
48%
61%
26%
47%
29%
0%
20%
40%
60%
80%
Purchase intent- Tablet
Ownership- Tablet
Ownership- Smartphone
Mobile phone/smartphonePrepaid
Mobile phone/smartphoneSubscription (include phone)
Mobile phone/smartphoneSubscription (Sim Only)
Device ownership & purchase intent amongst NL13+
2012-I 2012-II
2012-II 2013-I
2013-I 2013-II
Source: NPDM 2012-I 2012-II; 2012-II 2013-I; 2013-I 2013-II

33. 33
‘Trends in DigitaleMedia’ shows the same pattern. Tablet ownership increased with 0.8 million new users in 1stHY 2014.
6%
14%
14%
14%
23%
14%
34%
14%
44%
11%
53%
9%
56%
7%
Own a Tablet/iPad
Intention to purchase Tablet/iPad
Historical development: tablet ownership and purchase intent
June 2011
December 2011
June 2012
December 2012
June 2013
December 2013
June 2014
7.4 million users
Source: Trends in Digital Media, GfK Intomart, June 2014; base: online population 13+ (N=1,008)

34. 34
93% of Dutch households have internet access at home. Internet access ‘on the go’ increases rapidly.
90%
44%
13%
26%
4%
20%
5%
92%
45%
12%
29%
5%
28%
4%
93%
45%
14%
34%
5%
37%
4%
Internet access by location
2011
2012
2013
Source: Media Standard Survey 2011/2012/2013 (n = 5,100); Base = Total NL 13+

35. 35
Radio and internet popular on the go via smartphones. TV not jet popular on the go.
93%
34%
37%
45%
5%
14%
4%
67%
64%
27%
3%
6%
98%
34%
9%
4%
3%
2%
4%
Place of access by medium type
Internet
Radio
TV
Source: Media Standard Survey 2013 (n = 5,100), Base = Total NL 13+,(* location isn’t asked for each medium type)

36. 36
Watching TV still most popular via traditional TV set, but also occurs a lot via PC/Laptop (23%). TV via tablet is rising (17%). Internet use via mobile (49%) and tablet (35%) is also popular.
Source: Media Standard Survey 2013 (n = 5,100), Base = Total NL 13+, (* device isn’taskedforeachmedium type)
66%
23%
33%
12%
10%
58%
15%
33%
12%
10%
49%
9%
19%
6%
13%
35%
17%
16%
6%
5%
95%
20%
6%
5%
1%
72%
79%
Medium type per device
Laptop
PC/desktop
Mobile phone
Tablet
Traditional TV set*
TV with internet access*
Game console*
Paper*

37. 37
Smartphone and tablet ownership increased where ownership of other devices decrease. Overall, the couch is most favorite location for portable devices
Source: “Trends in Digital Media”, GfK Intomart, Jun 2014, base: online population 13+ (N=1,008) | * Game consoles measured since June 2014
76%
70%
65%
56%
26%
18%
0%
20%
40%
60%
80%
100%
Ownership devices
dec-12
jun-13
dec-13
jun-14
0%
20%
40%
60%
80%
100%
Locationof usage
Laptop/netbook
Smartphone
Tablet
E-reader

38. 38
Second screen definition
SECOND SCREEN
Use of other screen (smartphone, tablet, laptop) while watching TV
TO INTERACT WITH TV PROGRAM
TO DO OTHER STUFF

39. 39
0%
10%
20%
30%
40%
None of above
Mobile Phone
Laptop
Tablet
Desktop
E-reader
Multi Tasking while watching TV
Q3 2014
Q2 2014
Q1 2014
Q4 2013
Q3 2013
Tablet and mobile show increased popularity as multitasking device. Playing games, chatting and reading news most popular activities
0%
10%
20%
30%
Multi Tasking activities
Q3 2013
Q4 2013
Q1 2014
Q2 2014
Q3 2014
Source: GlobalWebIndex, 2013.Q3 -2014.Q3, Base Internet Users NL16+

40. 40
Based on time spend, social media, chatting and games are most popular while watching TV
0
5
10
15
20
25
30
0
1
2
3
4
Minutes per dayLive TV
Minutes per dayMultitasking
Multi Tasking Live TV -Time spend
Social media, forums
SMS, (online)chatting
Play online games
Live Radio
Reading newspaper
E-mail
Other websites and apps
Reading magazine
Source: Media:tijd2014, TA: 13+ (N=2,989)
Live TV
MultiTaskactivity

41. 41
0
20
40
60
80
100
2010
2011
2012
2013
%
TV
TV heavy (24+ hours perweek)
TV mid (14-24 hours perweek)
TV light (0-14 hours perweek)
Time spend on internet is increasing through time, TV and Radio remains steady
0
20
40
60
80
100
2010
2011
2012
2013
%
Online
Internet heavy (13+ hoursper week)
Internet mid (5-13 hoursper week)
Internet light (0-4 hours perweek)
0
20
40
60
80
100
2010
2011
2012
2013
%
Radio
Radio heavy (20+ hours perweek)
Radio mid (5-20 hours perweek)
Radio light (0-5 hours perweek)
No big shift in time spend to TV and Radio. Although Internet usage has grown largely from 2010 with less people in the small usage group and more people in the big usage group every year.
Source: NPDM releases: 2010 II –2011 I to 2013 I –2013 II, base: total NL 13+

42. 42
Gender
Multitasker while watching TV: 16-34 year olds, mostly low income and interested in sport, fashion, cars, science and movies.
47%
53%
19%
22%
22%
20%
17%
0
50
100
150
0%
25%
50%
Source: GlobalWebIndex, 2014.Q3, Base Internet Users NL16+ (N= 761), TA: MultiTaskerWhilewatchingTV (N=500)
26%
47%
27%
Low (Bottom 25% income) (index 107)
Mid (Mid 50% income) (index 108)
High (Top 25% income) (index 101)
0
50
100
150
0%
20%
40%
60%
% Agree
Index
Interests
Income
Age

43. 43
SPOT and Remotely.tv introduced Social TV Ratings: a monthly report of the number of TV related tweets.
September top 10
Social TV buzz is booming, Starcom uses own tool Echo Listening to analyze social media buzz. SPOT introduced Social TV Ratings to count tweets around TV content
Source: http://www.spot.nl/publicaties/social-tv-ratings, data collected 14 September 2014Source: Echo Listening, Starcom NL
From Echo Listening analyses we’ve learned that people like to talk about (special) TV campaigns. People also like to talk about TV campaigns via social media. However most of the conversations are not program related
Positie
Datum
Tijd
Titel
Zender
Tweets
1
17-09-2014
20:40
CL: Ajax –Paris Saint-Germain
NPO3
24.621
2
18-09-2014
21:00
ELSevilla FC –Feyenoord
RTL 7
11.132
3
16-09-2014
20:40
CL: Borussia Dort. –Arsenal
NPO 3
11.043
4
30-09-2014
20:40
CL: APOELNicosia –Ajax
NPO 3
10.558
5
16-09-2014
12:30
NOS Prinsjesdag
NPO 1
9.889
6
09-09-2014
20:35
EK KW 2016: Tsjechie–Ned.
NPO 3
7.642
7
19-09-2014
22:30
RTL Late Night
RTL 4
7.129
8
05-09-2014
20:30
The voiceof Holland
RTL 4
6.728
9
04-09-2014
20:00
Oefenint: Italie–Ned
SBS 6
6.450
10
27-09-2014
20:00
Hollands’sGot Talent
RTL 4
4.671

44. 44
Programmatic Trading (PT) makes it possible to better monitor where and when and to whom your ads are digitally served. PT is growing fast with 15% in 2012 to 35% in 2013 and a big rise is expected in 2014.
RTB is an online auction for an advertising space. Real Time Bidding (RTB) is responsible for 77% in 2013 of programmatic trading in the Netherlands.
Programmatic Trading is the future of digital advertising market
Source: Deloitte Adspend2014
Non RTB
RTB
Most of the experts are convinced that one day RTB will be available for TV and Radio buying as well. Within what time spend this shift will take place is discussed al lot by experts.

45. 45
Twitch.tv has many streams of all the popular
games and in big tournaments there are
million viewers worldwide.
Popular games are League of Legends and
Starcraft2.
Trend: eSportsviewing –Watching gamers playing video games in streams all over the world
Source: http://www.pu.nl/artikelen/blog/hoogtijdagen-voor-esports/

46. 46
TELEVISION

47. 47
SKO audiencemeasurementin the Netherlands
‘StichtingKijkOnderzoek’ (SKO) is the primary provider of the official television audience ratings in the Netherlands.
SKOis a non-profit organization, organized as a Joint Industry Committee (JIC).
The television audience measurement provides information on how many people watched a program, when they watched and what their characteristics are. Viewing data is collected second-by-second by means of a metering system.
Ratings are reported minute-by-minute for channels received in the Netherlands independent of the way their signal is distributed.
Source: www.kijkonderzoek.nl, 2ndof July 2014

48. 48
CENSUS DATA
By using VAST technology for online video (IAB standard)
Introduction by SKO:
1 July’14 –1 January ‘15
PANNEL DATA
Who is watching?
What is % reach?
Start 2015
DATA FUSIONMid 2015
ONLINE VIDEO TOTAAL
Early 2016
TV TOTAL (Linear & non-linear; via TV screen)
Existing
AV Total(Early2016)
SKO ultimate aim: measure all online video content (include online vendors as YouTube)
The core of the audience measurement is the common currency (total viewing). The measurement includes guest viewing in the panel households and time shifted viewing (on the day of broadcast and the six days that follow).
SKO also investigates new ways of viewing via so-called ‘satellites’ studies that are conducted alongside the currency measurement. This approach allows SKO to measure new forms of viewing behaviour(i.e. online video) without influencing the core currency data.
Source: www.kijkonderzoek.nl, 2ndof July 2014

49. 49
STER (Dutch Government)
RTL
SBSBroadcasting
54 regionalchannels
Dutch TV channels, with advertising possibilities (I/II)
Source: retriever.nl, Sept 2014
Note: RTL 7 andRTL Z share a channel;RTL Lounge andRTL Crime are paid(digital) channels
Radio andTV channelsof Dutch Public Broadcastingare rebrandedas NPO.

50. 50
The Walt Disney Company Benelux
Triade Media
BE VIACOM
Discovery Networks Benelux
FOX International ChannelsBenelux
Dutch TV channels, with advertising possibilities (II/II)
Source: retriever.nl, October 2014 | http://www.adformatie.nl/nieuws/bericht/ad-sales-samenwerking-fox-international-channels-en-branddeli, 12thNovember 2013
Note: share a channelwithVeronica
Note: mostlypaid(digital) channels
Note: allNick channelsshare onechannel.

51. 51
Due to the effect of the FIFA world cup STER market share increased in 2014 1HY. Market share RTL and SBS remain stable through time, as where BrandDelishows an slight decrease after years of increase in market share
Source: SKO Jan 2012.Q1 –2014.Q2, 02.00-26.00 based on all adults 13 +
35%
24%
14%
10%
2%
0%
10%
20%
30%
40%
STER
RTL
SBS
BrandDeli
Triade
Market share
2012 1HY
2012 2HY
2013 1HY
2013 2HY
2014 1HY

52. 52
Thanks to Ned 1 the market share of the public broadcaster (STER) has increased in the first half year of 2014. Ned 3 shows a big decrease compared to q3/q4 2013.
Source: SKO 2012 Jan 2012 –July 2014, 02.00-26.00 based on all adults 13 +
0%
10%
20%
30%
Market share
2013 1HY
2013 2HY
2014 1HY
STER
RTL
SBS
BrandDeli
Triade

53. 53
0
100
200
300
400
500
600
700
800
Media Spend per Channel (in Millions)
2013 Q1-Q3
2014 Q1-Q3
+127%
+246%
+164%
-18%
-19%
-9%
A big growth for NPO 1 in advertising revenue due to big sport events in 2014. Overall Q1-Q3 2014 shows a growth of 14%.
Source: Nielsen, 2013 –2014, Data run off on 12 November 2014

54. 54
0
50
100
150
200
250
300
350
400
450
Gross media spend (in millions)
2011
2012
2013
2014
There is a strong seasonality in TV in which the summer period shows a strong decrease in media spend. Media spend shows highest spend levels in springand fall. TV vendors all uses monthly indices to reflect the seasonality influences in their rate card.
Clear spend seasonality influences for Television.
Source: Nielsen, 2011 -2014, Data run off on 12 November 2014

55. 55
When looking at individual brand level in television advertising, Jumbo comes out on top followed by Albert Heijnand Kruidvatall are retail brands
No.
Brand
Category
Gross spend in €2014 1HY
1
Jumbo
Retail
45.679.291
2
Albert Heijn
Retail
39.300.547
3
Kruidvat
Retail
35.316.523
4
C-1000
Retail
28.187.563
5
Nivea
Personalcare
25.790.812
6
Renault
Automotive
21.287.929
7
McDonalds
Fastfood
20.786.971
8
Plus
Retail
20.344.746
9
Coca Cola
Soft Drink
18.754.305
10
Unox
Food
17.899.840
Overall, Retail brands dominate the top 10 with 5 brands.
Source: Nielsen, 2014 Q1-Q3, data run off on 5 November 2014
(NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

56. 56
Clutter of broad family/women’s channels. Kids and male channels have a more distinct profile.
Male
Young
Old
Female
Source: SKO, 2014 Q1-Q3, all adults 13+

57. 57
98%
Households with TV
1.7
Average # of TVs per household
37%
Hard disc-recorder ownership 2013
76%
82%
Digital TV reception
2012 vs. 2013
Source: SKO TV in the Netherlands 2013 | Media Standaard Survey 2013
TV trends and developments –I

58. 58
Average viewing time per day (6+) in 2013: 195 minutes (196 in 2012). Viewing time appears to stabilize at the same level as 2005 (nearly 200 minutes per day).
Watching linear TV is still the norm, but Catch-up TV gains ground with an average viewing time from 6 minutes in 2012 to 9 minutes per day in 2013 (4,5% of total viewing time).
17% of Dutch households have TV with internet access
Source: SPOT TV Annual Report 2012 + 2013 | Media Standaard Survey 2013
TV trends and developments –II
Average viewing time in minutes per day

59. 59
TV trends and developments –III
Source: SPOT Annual Report 2012 (based on all adults) | MovingPictures 2013
98%
2%
1%
1%
98%
1%
1%
0%
98%
0%
1%
1%
0%
TV
Desktop
Laptop
Tablet
Smartphone
Watchinglive TV (minutes) –per device
2011
2012
2013
Although the three main cable operators offer more opportunities to watch live TV (Laptop, Tablet, Smartphone), we haven’t yet seen a big shift in devices that are used.

60. 60
TV trends and developments –IV
Q1 2015 RTL will start a new channel RTL Z.
RTL Z is now broadcasting during daytime on RTL 7.
Per 2015 RTLZ will broadcasting 24/7 about the latest financial and economic news.
Source: http://www.nrcq.nl/2014/09/18/rtl-z-wordt-24-uurs-nieuwszender; http://www.show.nl/showflits/2014/gezinsuitbreiding-voor-sbs-want-sbs9-komt-er-aan/
Also starting in Q1 2015 SBS9
The SBS-group start a new channel that will focus on films and series.
In 2015 Eurosportwill join the BrandDellitelevision group

61. 61
VIDEO ON DEMAND

62. 62
Definitions
Two options for non-linear TV viewing:
On TV screen (set-top box with hard disk or hard disk-, video-or DVD recorder)
Non-linear TV viewing within 6 days of programming is added to the regular TV viewing ratings.
Online (Laptop/Tablet)
Per 2015 SKO is planning to deliver the first online video commercial data (census data). Census data will be available for both traditional as non-traditional broadcasters. The next step in 2015 is to add panel data to the census data.
40% of non-linear TV viewing is on the same day; 28% is watched the day after the original broadcast
Source: SPOT TV Annual Report 2013
4.5% of total viewing time is non-linear via TV screen.
VIDEO ON DEMAND
TV screen, Laptop, Tablet and/or Smartphone.
Non-linear TV-viewing
(broadcast by traditional broadcasters, i.e. RTL, SBS and Ster)
Broadcast via non-traditional broadcasters
(i.e. Netflix, Youtube, etc)

63. 63
0
5
10
15
20
25
NL 13+
Men
Women
13-19 year
20-34 year
35-49 year
50-64 year
65+ year
Minutes per day
Non-Linear TV
Other professional content
User generated/youtube
Average minutes per day on non-linear viewing
Content
Little difference between men and woman in content consumption. Professional content most popular, only the younger target group spend equal time on professional content as user generated content
Source: Media:tijd2014, TA: 13+ (N=2,989)

64. 64
Main players ‘traditional’ non-linear viewing
Harddiskrecorder
‘RTL XL’ & ‘SBS Gemist’
A selection of TV content from the RTL/SBS channels. Also includes previews of shows and a selection of movies and series (mostly paid content). RTL is experimenting with subscription instead of pay-per-view. Available via Laptop, Smartphone, Tablet, Smart TV
‘UitzendingGemist’ (NPO)
TV content from all the public TV channels. Available via Laptop, Smartphone, Tablet, Smart TV
NLziet(NPO, RTL, SBS)
NLzietis a subscription (8,-p/m) for the three online platforms NPO Plus, RTLXL and Kijk. Subscribers can watch all content of Dutch TV up until 365 days after broadcasting. No advertising. Available via Laptop, Smartphone and Tablet
Source: http://www.adformatie.nl/nieuws/bericht/npo-rtl-en-sbs-samen-in-video-on-demand, 15thNovember 2013 | Update July 2014

65. 65
Mainplayersnon-traditional
PatheThuis(Patheat Home). Cinema media owner Pathedeveloped a platform to watch movies at home (pay-per-movie). Available via Laptop, Tablet and Smart TV.
Since September 2013 Netflix is active in the Dutch market. For €8.-per month users have unlimited access to movies and series. Netflix announced to raise the subscription price to €9,-for new users. When the new price will be introduced yet to be announced. Available via Laptop, Tablet, Smartphone and Smart TV.
YouTube mostly user-generated content. The first paid channels have already been introduced. Not yet in the Netherlands, but is likely that in the near future paid channels will also be launched in the Netherlands. RTL Nederland has announced to launch a Multi-Channel Network (MCN) at the end of 2014. Available via Laptop, Tablet, Smartphone and Smart TV.
Videolandwas once the biggest offline movie rental company in the Netherlands. They now offer a lot of on-demand movies (pay-per-movie). Available via Laptop. In August 2013 RTL took over Videoland.

66. 66
The increased reach in April is caused by the addition of mobile data to DDMM. Although NPO and RTL increased strongly due to added reach mobile, YouTube remains main channel for video on demand
Source: DDMM (TA 13+ N=1,800) From Apr ‘14 mobile and tablet numbers were added in DDMM hence the total increase
0
10
20
30
40
50
60
70
80
okt-13
nov-13
dec-13
jan-14
feb-14
mrt-14
apr-14
mei-14
jun-14
jul-14
aug-14
sep-14
MonthlyReach Video on Demand
RTL XL
KIJK SBS6 / NET5 / Veronica
Uitzending gemist (NPO)
Pathe (thuis & App)
YouTube
Netflix

67. 67
People still watch online Video on Desktop/Laptop still twice as much as on Tablet and Smartphone
29%
9%
10%
1%
2%
3%
41%
15%
14%
3%
8%
8%
23%
15%
16%
5%
12%
11%
7%
33%
42%
52%
45%
44%
27%
19%
39%
32%
34%
Desktop/Laptop
Tablet
Smartphone
Gameconsole
Set-up Box
Smart TvInternet
Reach for devices used by people to watch video on demand
Daily
Weakly
Monthly
Never
Don't own this device
Source: Motivactiononderzoekonline video 2014

68. 68
RADIO

69. 69
Radio audience measurement
National LuisterOnderzoek(National Listening Research)
Based on 7,500 respondents
Since July 2012: use of Media Standard Survey for weighting
Test with media watch (using audio-matching technique)
Aim is to calculate radio reach per minute instead of per 15-minute interval, NLO will start testing this in 2015 in a smartphone app and if everything goes well it will be available in 2016.
Source: NLO persbericht15 October 2014

70. 70
STER
OneMedia Sales
SkyRadio Group
Q-Music NL
FDMedia Factory
Dutch radio stations, with advertising possibilities (I/II)
Source: retriever.nl, July 2014

71. 71
Flux Media Factory
Groot Nieuws Radio
94 regionalstations
18 online stations
Dutch radio stations, with advertising possibilities (II/II)
Note: ORN(government) and E Power (commercial) take care of the sales of approximately 30 stations
Note: Sales via E Power, but with national coverage
Source: retriever.nl, July 2014

72. 72
Based on 2014 1HY Radio 538 is market leader. Radio 1 had a big increase in the months June and July when big sport events were broadcasted (WC Football and Tour de France). Sky Radio and Radio Veronica are losing market share.
Source: NLO, based on audience of 10+, Note: % is Apr-May‘14 vs Aug-Sep‘14
0%
5%
10%
15%
Market share (%)
Apr-May 2014
Jun-Jul 2014
Aug-Sep 2014
-4%
+ 6%
-13%
+ 12%
-10%

73. 73
0
20
40
60
80
100
120
Media Spend per Station (in Millions)
2013 Q1-Q3
2014 Q1-Q3
+34%
+112%
+9%
-8%
-10%
-12%
The three biggest radio stations by advertising revenue are Radio 538, Q-Music and Sky Radio.
Source: Nielsen, 2013 –2014, Data run off on 12 November 2014

74. 74
0
10.000
20.000
30.000
40.000
50.000
60.000
70.000
80.000
Gross media spend X 1000
2011
2012
2013
2014
Although the spend levels for Radio differ within the years, there seem to be a clear seasonality influences. From January to June spending´s slowly increase. After a dip in the summer period, the radio spending's increase to their maximum in Q3 (due to multiple top-lists and Christmas actions at the end of the year). Some Radiovendors all uses monthly indices to reflect the seasonality influences in their rate card.
Seasonality spend influences for radio.
Source: Nielsen, 2011 -2014, Data run off on 12 November 2014

75. 75
When looking at individual brand level in Radio advertising, Ziggocomes out on top followed by Kruidvatand Lidl
No.
Brand
Category
Gross spend in €2014 Q1-Q3
1
Ziggo
Telecom
15.616.449
2
Kruidvat
Retail
9.023.119
3
Lidl
Retail
8.882.479
4
Peugeot
Automotive
8.313.756
5
Volkswagen
Automotive
7.513.750
6
Citroen
Automotive
7.260.172
7
Rabobank
Finance
6.924.489
8
Vodafone
Telecom
6.473.446
9
Volvo
Automotive
6.221.599
10
Opel
Automotive
5.615.016
Overall, Automotive dominates the top 10 radio spend with 5 brands. Telecom and Retail is next both having 2 brands in the top 10.
Source: Nielsen, 2014 Q1-Q3, data run off on 6November 2014
(NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

76. 76
For the older audience there is some clutter, mostly in public broadcasting stations. A young and more female station is missing in the radio landscape
Male
Female
Source: NLO, 2014 Q1-Q3, basedon 13+
Old
Young

77. 77
All commercial national radio stations are completely digital since 1stSeptember 2013. Next to FM, these stations will also be aired on DAB+ (Digital Audio Broadcasting)DAB+ offers better, noise-free quality and extra possibilities like a pause-button. This opportunity makes radio more on-demand than before.
In 2014 a campaign was launched to raise the awareness of Digital Radio. To raise the awareness of DAB+. The most famous dj’son the Dutch radio participated in a television campaign called: ‘Let’s get Digital’
All national stations on DAB+; A large campaign was launched to create to raise awareness for Digital Radio
Source: http://www.digitalradio.nl/nieuws

78. 78
Desktop and laptop getting less popular for radio usage. Mobile phone and tablets show an increasing trend as device for listening to digital radio
0%
5%
10%
15%
20%
25%
30%
35%
Dec '11
June '12
Dec '12
June '13
Dec '13
June '13
Digital radio listening*
Desktop
Laptop
Smartphone
Tablet
SettopBox
Source: Trends in Digital Media 2014, GfKIntomart, Juni2014, base: online population 13+ (N=1,008) * Listen sometimes

79. 79
Most time spend online radio via SettopBox, followed by Desktop. Radio station apps getting popular, although Spotify is way ahead
Source: Trends in Digital Media, GfK Intomart, June 2014, base: online population 13+ who own a tablet and/or smartphone
36
71
20
22
30
63
0
50
100
150
200
250
Average minutes per week
Streaming-/network player
SettopBox
Tablet
Smartphone
Laptop
Desktop
0%
5%
10%
15%
20%
Spotify
3FM
Radio 538
Q-music
Radio 2
Sky Radio
Nederland.fm
Radio 1
Tune in FM
100% NL
Classic
Radio Apps (downloaded)
Tablet (n=575)
Smartphone (n=681)

80. 80
Streamingmusic
Application-based (laptop & smartphone) music streaming service.
5.5 million free users
1.5 million monthly active free users
Reach Q3 201426,8%
Source: Spotify; DDMMQ3 2014 (TA 13+ N=1,800)
Web-based music streaming service. Also available on smartphone (partner with telecom provider T-Mobile)
Spot advertising within playlist possible.
Personalised radio station, introduced in 2012 by Sky Radio Group.
Club Judge (online Party/Event platform) offers non-stop DJ- set via My Radio
Reach Q3 20141,7%
Reach Q3 20140,8%
An audio platform that enables sound creators to upload, record, promote and share their originally-created sounds.
Reach Q3 20146,8%

81. 81
DIGITAL

82. 82
STIR has stopped as the official audience measurement currency in the Netherlands
STIR was the primary provider of the official audience ratings for onlinein the Netherlands. As of June 2013, the Joint Industry Committee (JIC) has stopped measuring reach figures of websites.
Dutch Digital Media Measurement (DDMM) is the new provider of the official audience ratings for online. On 12thNovember, the new data for digital media is presented.
DDMM is an initiative of VINEX (online vendors) and PMA (media agencies) using the panel and methodology of GfK.
Source: www.stir.nl, 25thSeptember 2013 | http://www.vinex.nl/nieuws/eerste-meetresultaten-digitaal-bereiksonderzoek-ddmm/, 12thNovember 2013

83. 83
DDMM reach data is not comparable with previous figures due to differences in technology
The methodology of DDMM is different than the digital measurement of STIR (which means reach data can not be compared).
The main differences are:
-DDMM data is weeklyavailable in stead of monthly
-Online reach is measured from 6 years old in stead of 13 years old
-Online usage is limited to private use, not at work
In June, mobile(tablet and smartphone) data will be integrated to the panel. Also, many extra demographics are available to analyze the online behavior of more detailed target audience.
Source: http://www.vinex.nl/nieuws/eerste-meetresultaten-digitaal-bereiksonderzoek-ddmm/, 12thNovember 2013

84. 84
The Standard Ad Units
Source: IAB: http://www.iab.nl/onze-kennis/standaarden-en-richtlijnen/display-advertising/iab-rising-star-ad-units/, data collected on 10thDecember 2013
At this moment, 80% of the display advertisements follow the IAB standards.
To stimulate the industry and create new possibilities for dynamic brand advertising, IAB US launched a new portfolio of Standard Ad Units in February 2012. This portfolio includes new interactive ad units which are designed and tested by premium vendors and agencies of the digital world.

85. 85
The Netherlands has the 5th highest internet penetration worldwide. Only Iceland, Sweden, Denmark and Norway have higher penetration levels.
94,0%
0%
20%
40%
60%
80%
100%
Iceland
Norway
Sweden
Denmark
Netherlands
Finland
United Kingdom
Australia
New Zealand
Japan
Germany
South Korea
France
Canada
Austria
Ireland
United States
Argentina
Spain
Czech Republic
Slovenia
Hungary
Lithuania
Poland
Portugal
Russia
Greece
Italy
Brazil
Chile
South Africa
Turkey
China
Mexico
Thailand
Indonesia
India
Pakistan
Internet penetration in 2012 vs 2013
2012
2013
Source: 2012 data: eMarketerGlobal Digital Atlas 2012; 2013 data: Internetworldstats.com penetration based on total population

86. 86
21%
11%
12%
32%
25%
13%
13%
36%
27%
14%
14%
36%
33%
14%
15%
37%
40%
14%
17%
38%
42%
14%
18%
38%
Social Networks
Buying/selling
Streaming video
Searching for info
2010 II - 2011 I
2011 I - 2011 II
2011 II - 2012 I
2012 I - 2012 II
2012 II - 2013 I
2013 I - 2013 II
Over the last two years all online activities have shown an increase in usage. Social networking became very popular: frequent usage doubled in 2.5 years
Source: NPDM releases: 2010 II –2011 I to 2013 I –2013 II, base: total NL 13+
Online activities done ‘often’ –across time

87. 87
28
28
29
29
29
30
36
42
42
42
0
10
20
30
40
50
Brazil
Taiwan
Turkey
Thailand
France
Poland
Netherlands
UK
Canada
United States
Average hours per visitor (per month)
Countries with highest time spent online by women
Online population is slightly more male, but on a global level Dutch women spent more time online than in most other countries. Internet penetration only stays behind amongst 65+ and lower educated (though showing strong growth).
Internet penetration NL
2011
2012
2013
Index (13/11)
Male
90.1%
91.1%
92.2%
102
Female
84.4%
86.7%
88.1%
104
13-17 years old
100.0%
99.6%
98.9%
99
18-24 years old
99.4%
97.6%
99.5%
100
25-34 years old
98.2%
98.0%
98.8%
101
35-49 years old
95.3%
97.8%
98.1%
103
50-64 years old
86.9%
90.0%
92.1%
106
65+
55.0%
57.9%
61.2%
111
Low education
62.7%
66.3%
70.5%
112
Medium education
90.6%
92.5%
93.3%
103
High education
96.7%
97.4%
97.7%
101
Source: Media Standard Survey 2013 (N= 5,100)
Source: comScore data gem, basedon comScore MMX, Jan 2013, worldwide, femalesaged15+

88. 88
Mobile phone and tablet increase their popularity as a device to get online. Most people (71%) do have online access on a daily bases.
0%
25%
50%
75%
100%
Honderden
Online access in %
2012 I- 2012 II
2012 II - 2013 I
2013 I - 2013 II
71%
9%
6%
2%
0%
0%
0%
3%
1%
7%
(Almost) daily
4-5 daysa wk
2-3 daysa wk
Once awk
Onceevery 2wks
Once amonth
< once amonth
Never
Don'tknow
Noaccess athome
Online access -At home
9%
19%
10%
4%
1%
1%
1%
2%
1%
52%
(Almost) daily
4-5 daysa wk
2-3 daysa wk
Once awk
Onceevery 2wks
Once amonth
< once amonth
Never
Don'tknow
Noaccess atwork
Online access -At work
Source: NPDM releases: 2012 I –2012 II to 2013 I –2013 II, base: total NL 13+
Source: NPDM 2013 I –2013 II, base: total NL 13+

89. 89
35%
39%
21%
3%
27%
40%
24%
7%
29%
34%
27%
9%
21%
32%
27%
20%
15%
29%
30%
26%
12%
28%
30%
29%
13%
24%
33%
30%
1 device
2 devices
3 devices
4+ devices
Number of owned devices
June 2011
Dec 2011
June 2012
Dec 2012
June 2013
Dec 2013
June 2014
Device ownership increase from only one in 2011 to more then three in 2014. On average a consumers owns 2.9 devices.
Source: “Trends in Digital Media”, GfK Intomart, Jun 2014, base: online population 13+ (N=1,008)
Consumers own 2.9 of these devices on average:
-PC (desktop)
-Laptop/netbook
-Smartphone
-Tablet
-e-reader*
* e-reader is measured since December 2012

90. 90
Google and Facebook are leading in terms of reach for all platforms combined, Whatsappis still growing and has a high frequency of use
#
Top 10 DgtlBrands
Reach (%)
Reach (‘000)
# Visits(‘000)
Frequency
1
Google (exlYT)
80,6
11,365
436,857
38,4
2
Facebook
77,1
10,875
1,147,731
105,5
3
Youtube
66,1
9,318
118,120
12,7
4
Marktplaats
53,6
7,558
77,117
10,2
5
Whatsapp
50,3
7,083
811,151
114,5
6
Nu.nl
45,1
6,360
171,139
26,9
7
ING
44,3
6,245
122,159
19,6
8
Bol.com
44,1
6,220
24,625
4,0
9
Wikipedia
43,4
6,119
30,032
4,9
10
Hotmail
39,4
5,548
92,406
16,7
Source: DDMM, All platforms Sep 2014, TA: 13+
2
2
2
2
3
3
3
3
5
10
0
4
8
12
Sanoma Group
Warner Music
Telegraaf Media Group
Maker Studios Inc.
RTL Group Sites
Publieke Omroep
VEVO
Vimeo
Facebook
Google Sites
Unique Viewers (000)
Top 10 Online Video Properties
Source: comScore data gem, basedon comScoreVMX, Jan 2014,

91. 91
Online display advertising market still plagued by high % of waste*
Percentage waste
Source: MeMo² & DMA-Institute, MeMo² & DMA-Institute Benchmark. Base +5 billion impressions amongst the Dutch market
*Waste being defined as served online impressions that were served in an inactive screen (e.g. when multiple browsers or browsertabs are open simultaneously) or above/below the fold (i.e. when scrolling up/down and banners are served outside the screen that’s in-view)
40%
37%
34%
59%
57%
53%
60%
63%
66%
41%
43%
47%
0%
20%
40%
60%
80%
100%
2012
2013
2014
2012
2013
2014
In view > 0 sec. In view > 5 sec.
% not in-screen
% in-screen

92. 92
Update cookie legislation. After hasty introduction of EU legislation in June 2012, the Dutch government is going to ease the legislation.
No more cookie walls. A more subtle approach seems sufficient. An information bar that tells the visitors that cookies are placed.
No longer user permission needed for non-privacy breaking cookies (like analytics cookies).
Website has to inform visitors about all other cookies that are placed.
A subtle notification is enough. When an user accept the cookies the notification bar will disappear.
91%
9%
Cookie law expectations
No impact
Increasing advertising revenue
Source: IAB report on Online Ad Spend, the Netherlands H1 2013 | Update July 2014: http://www.rijksoverheid.nl/nieuws/2014/03/28/cookiewetgeving-versoepeld.html

93. 93
SOCIAL MEDIA

94. 94
Facebook seems to have plateaued at very high level. YouTube is (stable) second network in terms of claimed usage
Source: Newcom, Dutch National SocialMedia Survey 2014, TA: 15+
Do youusethe SocialMedia listedbelow?
80%
60%
40%
20%
0%
2011
2012
2013
2014
53%
47%
Almost 9 out of 10 people use Social Media

95. 95
Facebook and YouTube are most used platforms in the year 2014
Source: Newcom, Dutch National SocialMedia Survey 2014, TA: 15+
Socialmedia in the Netherlands in 2014
The absolute numbers are a projection of the results based on the following data:
Number of Dutch peopleTarget population Dutch people15+
16.779.5750,83
Internet penetrationPopulation
0,9413.067.554
Main platforms:
Upcoming platforms:

96. 96
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Total
Age 16- 24
Age 25- 34
Age 35- 44
Age 45- 54
Age 55- 64
Account ownership
Q3 2013
Q4 2013
Q1 2014
Q2 2014
Facebook is climbing in people owning an account but the active users are declining
0%
10%
20%
30%
40%
50%
60%
70%
80%
Total
Age 16- 24
Age 25- 34
Age 35- 44
Age 45- 54
Age 55- 64
Active users monthly
Q3 2013
Q4 2013
Q1 2014
Q2 2014
Source: GlobalWebIndex, 2013.Q3 -2014.Q2, Base Internet Users NL16+ (N= 761), Have donein the past month

97. 97
11
12
16
8
7
8
15
25
28
35
29
34
26
39
29
29
28
32
31
30
28
24
24
17
24
21
25
15
11
8
4
8
8
11
4
Facebook
Twitter
Instagram
Linkedin
Pinterest
Google+
Tumblr
Age distribution of social networking sites in NL
65+
50-64
35-49
20-34
13-19
Instagram and Tumblr are youngest networks
Source: DDMM, Q3 2014, 13+
Age
Age distribution
Penetration
Average number of platforms used
15-19
8%
99%
4
20-39
35%
97%
3
40-64
42%
84%
2
65-79
11%
68%
1
80+
3%
63%
1
Social Media listed usage
Source: Newcom, Dutch National SocialMedia Survey 2014, TA: 15+

98. 98
SocialMedia users in the Netherlands: All layers of society use Social Media, but privacy concerns are still an issue
Hesitants
4.6 million
Convinced
3.5 million
Dedicated
2 million
Sceptic
3million
Source: Newcom, Dutch National SocialMedia Survey 2014, TA: 15+
Limited use of Social Media
Neutral attitude towards Social Media
Hesitant about future role
Limited or no use of Social Media
Social Media is a distant concept
No confidence whatsoever
Active on several platforms
Relatively confident
A part of life
More than average use of Social Media
Confident in increasing role Social Media
Open to new developments

99. 99
Within the social media landscape alternative platforms are emerging, focusing on people’s tastes and interests
Smarts
Tastes/Interests
Ego
Source: SMG proprietary qualitative research, Youth Human Experience Centre –Curated Market Places, January 2013

100. 100
MOBILE

101. 101
Smartphone penetration is further increasing to 70%
39%
45%
48%
58%
65%
67%
70%
0%
20%
40%
60%
80%
Historical development of smartphone penetration in NL
Source: “Trends in Digital Media”, GfK Intomart, Jun 2014, base: online population 13+ (N=1,008)
9 million
Smartphone users

102. 102
All age groups become more mobile through time. Across all groups, except for 13-17, an increased tablet penetration is evident
0%
25%
50%
75%
100%
Men
Women
Age 13-34
Age 35-49
Age 50-64
Age 65+
% uses a smartphone
jun-11
dec-11
jun-12
dec-12
jun-13
dec-13
jun-14
0%
25%
50%
75%
100%
Men
Women
Age 13-17
Age 18-34
Age 35-49
Age 50-64
Age 65+
% uses a tablet
Source: “Trends in Digital Media”, GfK Intomart, Jun 2014, base: online population 13+ (N=1,008)

103. 103
0
1
2
3
4
5
Averagetime spendin minutes
Smartphone and tablet usage during the day
Smartphone
Tablet
Tablet and mobile usage show biggest gap during daytime; mobile is used on the way and at work; tablet mainly at home
Source: Media:tijd2014, TA: 13+ (N=2,989)

104. 104
Main mobile phone activities are calling, text messages, chat, internet, e-mail, camera and social media
79%
77%
28%
8%
19%
39%
49%
54%
8%
73%
4%
43%
71%
17%
84%
77%
30%
74%
Mobileactivities
Internet
E-mail
Video
TV
Radio
Navigation
Games
Downloading apps
As e-ticket
Camera
Books
Online banking
Social media
Online shopping
Call
Text messages
Music
Chat
Source: “Trends in Digital Media”, GfK Intomart, Jun 2014, base: online population 13+ (N=1,008)

105. 105
Main tablteactivities are internet, e-mail, games and social media
90%
74%
35%
32%
16%
11%
66%
53%
4%
42%
20%
41%
67%
38%
6%
3%
17%
8%
Tabletactivities
Internet
E-mail
Video
TV
Radio
Navigation
Games
Downloading apps
As e-ticket
Camera
Books
Online banking
Social media
Online shopping
Call
Text messages
Music
Chat
Source: “Trends in Digital Media”, GfK Intomart, Jun 2014, base: online population 13+ (N=1,008)

106. 106
The Standard Ad Units –Mobile andtablet Display
Source: IAB website: http://www.iab.nl/2014/06/12/iab-taskforce-mobile-past-mobile-advertising-standaarden-aan-2/, data collected on 30thJune 2014
The usage of mobile internet and smartphone apps increased significantly in the past few years. This has led to the fact that mobile advertising became a substantial component of the online advertising market.
As a result of the expanded market, IAB defined guidelines for standardization.
Display banner
Smartphone
Smartphone standard:
Single: 640 x 100
Double size: 640 x 200
Half page: 640 x 500 / 640 x 480
Full page: 640 x 960
Tablet standard:
Medium rectangle: 600x 500
Floor ad: 728 x 60
Full page (portrait): 1536 x 2048
Full page (landscape): 2048 x 1536
Leaderboard: 728 x 90

107. 107
Mobile and In-app is showing high growth in 2013.
Website/browser
Display advertising revenue per medium
Breakdown Mobile website and In-app
2013
Mobile website & In-app
E-mail
4%
9%
87%
2011
2012
2013
In-app
Mobile website
1,4%
1,2%
1,6%
1,6%
4,7%
5,3%
Source: IAB report on Online Ad Spend, the Netherlands 2013

108. 108
Most activity on PC/Laptop. Mostly same activities at different platform, although popularity activities per platform differs.
19%
20%
21%
22%
23%
25%
28%
29%
32%
32%
Reviewed a product or brand online
Search for product or service to buy
Used Instant Messenger
Uploaded photos online
Watched a video clip
Managed your social network profile
Checked the weather online
Used a social networking service
Used Webmail
Used internet banking
Top 10 -Mobile
33%
41%
44%
46%
46%
48%
51%
55%
58%
71%
Played an online game
Checked the weather online
Uploaded photos online
Search for product or service to buy
Managed your social network profile
Purchased a product online
Used Webmail
Reviewed a product or brand online
Watched a video clip
Used internet banking
Top 10 -PC / Laptop
9%
11%
11%
12%
12%
13%
14%
14%
15%
16%
Checked information on music, leisureor entertainment
Played an online game
Managed your social network profile
Watched a video clip
Search for product or service to buy
Reviewed a product or brand online
Used a social networking service
Used Webmail
Checked the weather online
Used internet banking
Top 10 -Tablet
Source: GlobalWebIndex, 2014.Q3, Base Internet Users NL16+ (N= 761), Have donein the past month

109. 109
Apps are main platforms for mobile usage, especially for smartphones
Source: DDMM, average monthly reach Q3 2014, TA:13+
33%
34%
35%
40%
41%
42%
54%
60%
Gmail
Facebook.com
Google Search (app)
Facebook…
Youtube (app)
Google Maps (app)
Facebook (app)
Whatsapp (app)
Overall top smartphone titles
Phone reach %
21%
21%
22%
23%
25%
25%
34%
38%
Candy Crush (app)
Gmail (app)
Bol.com
Google.nl
Facebook.com
Google Search (app)
Youtube (app)
Facebook (app)
Overall top tablet titles
Tablet reach %

110. 110
In media apps both on mobile and on tablet Nu.nl and Youtubeare most widely spread
7%
8%
8%
8%
13%
13%
17%
18%
38%
44%
NPO (uitzending gemist)
RTL XL
Ad.nl
Ziggo
De Telegraaf
Teletekst
Spotify
NOS
Youtube
Nu.nl
Top 10 Media apps-Mobile
11%
15%
15%
16%
19%
19%
20%
22%
38%
42%
RTL Nieuws
Teletekst
NPO (uitzending gemist)
Ziggo
RTL XL
Spotify
De Telegraaf
NOS
Youtube
Nu.nl
Top 10Media apps-Tablet
Avarage# of apps on Mobile: 27
Avarage# of apps on Tablet: 26
Source: “Trends in Digital Media”, GfK Intomart, Jun 2014, base: online population 13+ (N=1,008)

111. 111
PRINT

112. 112
NOMaudience measurement in the Netherlands
‘NationaalOnderzoekMultimedia’ (NOM) is the primary provider of the official print audience ratings in the Netherlands. NOM is a non- profit organization, organized as a Joint Industry Committee (JIC).
The print audience measurement (NPM) provides information on reach and profile of more than 200 newspapers and magazines. Yearly, a quantitative research among 21,000 respondents takes place to measure print reach, but also other (perceived) media-usage.
Source: http://www.nommedia.nl/, 21thOctober 2014
In 2014 a new type of measurement was introduced by NOM. They created a model that predicts the Opportunity To See Advertising (OTSA).
In 8 product categories it is now possible to see for each print title the predicted advertising reach in absolute figures and in percentages

113. 113
NEWSPAPERS

114. 114
Newspapers print circulation still decreasing (-8% 2013 vs 2012), but e-paper* gains terrain in newspaper landscape
0
500
1.000
1.500
2.000
2.500
2005
2006
2007
2008
2009
2010
2011
2012
2013
Quarterly circulation figures (in ‘000s)
National newspapers
Regional newspapers
Free sheets
E-paper
Source: HOI, audited circulation figures for all paid-for and free-of-charge titles. Based on print only up until FY 2012. From 2013 unwards based on print total (print only + combi print + replica). *E-paper refer to the exact digital copy of a newspaper, e.g. in pdf-format, which can be accessed via the newspaper’s website, via an email download link or via a mobile app. NB: This does notinclude a newspaper’s regular website or mobile site (Digital only replica and Digital only non-replica)

115. 115
Title
Total circulation
2012
Total circulation
2013
% change total circulation YoY
Total circulation
2014Q2
De Telegraaf
582,582
533,227
-8%
504,110
AD
420,977
411,772
-2%
391,979
De Volkskrant
260,708
255,097
-2%
264,598
NRC Handelsblad
199,359
189,979
-5%
171,723
Trouw
104,155
102,768
-1%
100,000
NRC.Next
79,387
62,965
-21%
46,773
Het FinancieeleDagblad
54,678
53,861
-1%
50,295
ReformatorischDagblad
50,248
48,361
-4%
47,083
NederlandsDagblad
26,039
23,761
-9%
22,810
1,780,145
1,681,791
-5%
1,599,371
Source: HOI, audited circulation figures. Based on print only (all paid-for and free-of-charge circulation).
All newspapers have dropped based on circulation in 2013. Despite a 8% drop in circulation, De Telegraafremains the biggest newspaper

116. 116
Online reach of news sites is bigger than traditional print. Nu.nl and NOS have a higher online reach compared to the two main newspaper sites (Telegraafand AD)
#
Top 10 onlineNews brands
Reach (%)
Reach (‘000)
# Visits(‘000)
Frequency
1
Nu.nl
61,7
8,695
541,586
62,3
2
NOS
56,4
7,952
434,971
54,7
3
AD
51,6
7,269
203,953
28,1
4
Telegraaf
50,8
7,156
130,136
18,2
5
RTLnieuws
39,7
5,599
80,354
14,4
6
de Volkskrant
24,5
3,455
35,115
10,2
7
NRC
19,3
2,717
18,167
6,7
8
Metro
17,5
2,472
6,839
2,8
9
Sp!ts
12,4
1,747
4,613
2,6
10
Trouw
10,6
1,499
6,882
4,6
Source: DDMM, All platforms Q3 2014, TA: 13+

117. 117
-
20
40
60
80
100
120
140
January
February
March
April
May
June
July
August
September
Oktober
November
December
Media spend (in Millions)
2011
2012
2013
2014
In the summer period there is a small decrease in spend. Spend also increases leading up to the Christmas season
Seasonality spend influences for newspapers.
Source: Nielsen, 2011 -2014, data run off on 12 November 2014

118. 118
When looking at individual brand level, Krascomes out on top followed by NRC and Lidl.
No.
Brand
Category
Gross spend in €2014 1HY
1
KrasReizen
Travel
40.389.499
2
NRC
Media
31.373.287
3
Lidl
Retail
23.022.920
4
StipReizen
Travel
18.457.875
5
RVG Communicatie
Media
15.570.053
6
KPN
Telecom
15.274.403
7
Corendon
Travel
14.955.156
8
Molenaar
Health
11.791.830
9
Aldi
Retail
11.451.470
10
Effeweg
Travel
10.447.039
On category level Travel has 4 brands in the top 5. Media and Retail both have 2 brands in the top 10
Source: Nielsen, 2014 Q1-Q3, data run off on 7 November 2014
(NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

119. 119
0
20
40
60
80
100
120
140
Media spend (in millions)
2013 Q1-Q3
2014 Q1-Q3
+24%
+22%
+32%
-14%
-17%
-39%
-18%
Despite a decrease in spend Telegraafand Brabant Combinatiestay on top. Local daily newspapers are well represented.
Source: Nielsen, 2013 –2014, data run off on 11 November 2014

120. 120
Title
Media owner / Publishing house
Sales house
Distribution
Metro
TelegraafMedia Nederland / LandelijkeMedia B.V.
TelegraafMedia Nederland
National distribution & special editions in Amsterdam, The Hague, Rotterdam
Since 1 October, only 1 free sheet is left: de Spits has been integrated in the Metro, it remains in the ownership of TelegraafMedia
TelegraafMedia also started with the tabloid format for the de Telegraafas the last of all the main newspapers in The Netherlands (only FinancieelDagbladis still in Broadsheet format)

121. 121
Blendleis a new platform for quality content. For a small fee subscribers are one click away to buy articles from several newspapers and magazines. Articles are ranged from 15 cents for a small article to almost an euro for a long read.
On 26 October Blendleannounced they get a financial investment of 3 million dollar for further expanding in other countries by the New York Times and the Springer media group.
More than half of the subscribers is under 35 years old
New media development: pay-per-article
Source: http://www.nu.nl/media/3913043/blendle-krijgt-3-miljoen-van-new-york-times-en-axel-springer.html

122. 122
MAGAZINES

123. 123
Source: Retriever, July 2014 | HOI Q1 2014 (audited circulation figures)
FactSheet Consumer Mags
Circa 1,380consumer magazine titles registered by Retriever, only 214 have audited circulation figures by HOI
Based on the 214audited titles
Total circulation (incl. free circulation) = 24.0millionPaid circulation = 14.7million
This can vary strongly by category, e.g.
•Subscriptions important to Management, Sports , Family & Celebrity and Radio & TV listings
•Newsstand sales important to Culinary, Mind & Body and Women’s
•Beauty care brands are the top magazine advertisers

124. 124
0
1000
2000
3000
4000
5000
6000
2009
2010
2011
2012
2013
Quarterly circulation figures (in ‘000s)
Culinary mags (incl sponsored)
Family & celebrity
Women's
TV listings
Home decoration, gardening & DIY
Kids & youth
Special interest
Parenting
Sports
Management
Other
Magazine circulation also decreasing slowly but steadily (-6% YoY); home decoration, gardening and DIY shows uplift in 2013
Source: HOI, audited circulation figures. Based on all paid-for and free-of-charge circulation.

125. 125
Top 10 magazinetitles
in terms of circulation
Publication type
Total circulation
2012
Total circulation
2013
% change total circulation YoY
Total circulation
2014 Q2
Kampioen
Family/celebrity
3,540,991
3,529,929
0%
3,508,599
Allerhande*
Sponsored mags
2,276,028
2,276,768
0%
2,094,708
Boodschappen*
Sponsored mags
1,955,874
1,963,050
0%
1,967,048
SPOOR
Sponsored mags
1,306,852
1,302,667
0%
1,225,752
Eigen Huismagazine
Home deco/gardening/DIY
694,817
706,008
2%
476,467
Vrouw
Women's
683,466
626,594
-8%
703,605
Veronica Magazine
TV listings
707,510
592,725
-16%
602,524
Zorgbelang
Special interest
508,935
509,810
0%
511,552
Film1 Sport1 Gids
TV listings
465,022
454,524
-2%
Libelle
Women’s
405,558
377,441
-7%
356,812
Total (across all titles)
29,846,651
25,260,696
-15%
26,081,858
Source: HOI, audited circulation figures. Based on all paid-for and free-of-charge circulation.
Sponsored magazines have the highest circulations

126. 126
Source: NOM Print & Doelgroep Monitor 2013-I 2013-II, base: total NL 13+ (N=21,007)
Women’s, family & celebrity titles have highest reach
Top 10 magazinetitles
in terms of audience reach
Publication type
Average issue reach amongstNL 13+
(in ‘000s)
Average issue reach amongst NL13+
(%)
Kampioen
Family/celebrity
5,392
38.3
Allerhande
Sponsored
4,181
29.7
Libelle
Women’s
2,002
14.2
Veronica
TV listings
1,829
13.0
DonaldDuck
Kids/youth
1,597
11.3
Privé
Family/celebrity
1,365
9.7
Vrouw
Women’s
1,363
9.7
Margriet
Women’s
1,362
9.7
Quest
Popular science
1,087
7.7
Story
Family/celebrity
1,081
7.7

127. 127
-
10.000
20.000
30.000
40.000
50.000
60.000
Gross media spend X 1000
2011
2012
2013
2014
There is a strong seasonality in magazines in which the summer period shows a strong decrease in media spend. It shows highest spend levels in spring, fall and during the Christmas season.
Seasonality spend influences for consumer magazine titles.
Source: Nielsen, 2011 -2014, data run off on 9 November 2014

128. 128
No.
Brand
Category
Gross spend in €2014 Q1-Q3
1
Sanoma
Media
5.307.941
2
ANWB
Transport
4.014.878
3
HollandseNieuwe
Telecom
3.184.402
4
Vrouwonline
Media
3.120.232
5
SBS6
Media
3.061.734
6
Voordeeluitjes
Travel
2.985.518
7
Elsevier
Media
2.368.338
8
Andrelon
Health
2.241.130
9
Albert Heijn
Retail
2.192.022
10
Vodafone
Telecom
1.839.519
When looking at individual brand level in Magazines advertising, Sanomacomes out on top followed by ANWB and HollandseNieuwe
Overall, Media dominates, with 4 brands amongst the top 10. Travel is second with 2 brands in the top 10.
Source: Nielsen, 2014 Q1-Q3, data run off on 11 November 2014
(NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

129. 129
0
5
10
15
20
25
Media spend (in millions)
2013 Q1-Q3
2014 Q1-Q3
+7%
+24%
+10%
-14%
-7%
-28%
In advertising revenue Allerhandeis on top in 2014 Q1-Q3 and grew slightly compared to 2013 Q1-Q3
Source: Nielsen, 2013 –2014, data run off on 14 November 2014

130. 130
SanomaMedia Nederland
In October 2013, Publisher Sanomaannounced a large reorganization.
-Sanomawill focus on 17 titles:
oLibelle, Margriet, Flair, Viva, LINDA, Flow, Story
oDonald, Tina, ZoZit Dat, Fashionista
oOudersvan Nu, KekMama
oVT Wonen, Ariadne at Home, Eigen Huis& Interieur
oAutoWeek
-In June 2014, Sanomaannounced it has sold 19 titles to New SkoolMedia. The transition of the following titles will be finalized Q4 2014:
Home and Garden, Seasons, Knipmode, Knippie, MOTO73, MOTOR, Formule1, Truckstar, Babygids, Roots, delicious., Vorsten, KIJK, Know How, ZIN, Fiets, FietsActief, Procyclingen Zeilen
-In July 2014, cluster Menis sold to Pijpermedia
NieuweRevu, Panorama, Playboy
-Sanomahas ended publication of magazines FAB and Nusport, both titles are now digitally exploited
Source: Persbericht–SanomaMedia Netherlands bereikt overeenstemming over verkoop 19 titels, 06thJune 2014 | Retriever, 29thSeptember 2014

131. 131
Elsevier Juist, will appear 10 times a year as magazine and e-magazine and offers more extensive articles and more photography than the regular Elsevier
Circulation: 40.000 | 1/1 page FC €8,915
Trots, magazine forgrandparents/active50+,appears6 timesa year(controlledcirculationof WIJ database)
Circulation: 50.000 | 1/1 page FC 4,950
Introductions

132. 132
Otherdevelopmentsandshifts
From2014 exploitedbyZPRESS Young(alsoresponsiblefora.o. Hitkrant, MEIDENmagazine), comingfromAudax Media
FromJanuary2014, exploitedbyWeekbladpers (publisherof a.o. Vrij Nederland, Yoga Magazine), comingfromAudax Media
From9 January2014, publishedandexploitedbyVeen Media (publisherof a.o. Filosofie Magazine, New Scientist), comingfromWeekbladpers
Magazine disappeared, bi-weeklydigital appintroducedinstead

133. 133
OUT OF HOME

134. 134
In September 2011, the new currency for audience measurement was launched
for OOH: VAC, the visibility adjusted contact.
Compared to former audience measurement approaches, VAC is based on a new way of measuring:
Inventory and classification of street objects;
Measuring of all traffic;
Field research to travel behaviour;
Measuring 13-75 year olds;
Differentiates between location of objects (near pathway, railway stations, shopping centres, supermarkets, parking garages, petrol stations and traffic advertisement)
AudiencemeasurementforOOH –fromOTS toVAC
Source: Het Buitenreclame Onderzoek 2011

135. 135
For thisstudythe Netherlands was divided
into 30 regions, each one around a city
with at least 75,000 inhabitants.
Each of the individual regions/media owner
packages can be analyzed via specialist
software (CAFAS) that is accessible to all planners.
VAC data availablevia CAFAS software
Source: Het Buitenreclame Onderzoek 2011
Due to conflicting interests, Interbeststopped participating as of 1stMarch 2013.

136. 136
FactSheet Outdoor
Shelters (6-sheets), billboards (48s and 96s) and Masts are the most widely used formats.
Street shelters (6-sheets) and billboards are in the hands of 4 major players.
Tourism, Food & Drink, Retailand Telecomare the biggest advertisers in terms of spend.
Seasonality in spending is very limited.
In summer time high(er) discounts are possible whilst advertisers benefit from more daytime light(= more people out and about in the streets)
High variety in outdoor media objects and sizes; number of digital objects is increasing.Growing offer of digital screens and incorporated technology allow interaction with target audience (e.g. via Bluetooth, QR codes and NFC)

137. 137
Company
Objects
JCDecaux
Ad shells/6s, billboards, odd-sized objects
ExterionMedia
Ad shells/6s, billboards, buses/trams, railway stations
Clear Channel Hillenaar
Ad shells/6s, city cells, billboards, masts, parking garages, schools, metro stations
Interbest
Masts near highways
Azero
A0 posters
Centercom
Posters and LCD screens in shopping centres and supermarkets and A0 posters
MMD Media
Various media at local airports, ad shells in bars, clubs, discotheques, cinemas, sport clubs, petrol stations, billboards
SchipholMedia
Big variety of media at SchipholAirport Amsterdam
OV Media & Triple Media
Buses, A3 posters in buses
Altermedia
A3 posters indoor (cafes, bars, cinemas), taxis, sampling, car2go/cargohopper
BoomerangMedia
Freecards
Outdoor Media Owners
Source: Retriever, June2014

138. 138
Outdoor market dominated by 2 big players, JCDecauxand CBS. Overall media spend for OOH increased in 2013. Interestingly, it was mainly the smaller players who benefited.
Source: Nielsen, 2011 –2014, data run off on 6 November 2014
0%
10%
20%
30%
40%
Share of grossmedia spendOOH
2011
2012
2013
2014 Q1-Q3
Total Spend2011: €415,235,318
Total Spend2012: €468,007,528
Total Spend2013: €477,697,912
Total Spend2014 Q1-Q3: 374,903,405
Others

139. 139
Shelters and billboards –reach main package per vendor
Source: CAFAS, June 2014, database version 13.0.q3 | Reach is basedon biggestpackage per vendoravailablein CAFAS.
0%
20%
40%
60%
80%
13-29
20-34
35-49
50-64
65-75
Exterion
JC Decaux
Clear Channel
Centercom
Shelters
0%
20%
40%
60%
80%
13-29
20-34
35-49
50-64
65-75
Exterion
JC Decaux
Clear Channel
MMD
Billboards

140. 140
Since 21st January 2014, CBS Outdoor is internationally rebranded as ExterionMedia.
The change follows the acquisition of CBS Outdoor International in September by Platinum Equity, a private equity firm specialized in mergers, acquisitions and operations.
CBS Outdoor International to rebrand as ExterionMedia
Source: http://www.cbsoutdoorinternational.com/About-Us/Press-Centre/Press-Releases/CBS-Outdoor-International-to-rebrand-as-Exterion-Media/

141. 141
-
10.000
20.000
30.000
40.000
50.000
January
February
March
April
May
June
July
August
September
Oktober
November
December
Gross media spend X 1000
2011
2012
2013
2014
No clear seasonality influences for OOH.
Source: Nielsen, 2011 –2014, data run off on 10 November 2014
No real seasonality influences. Although spend show a small increase during the year. Despite there is no real seasonality influence, JCDecauxintroduce season based indices.

142. 142
Overall, Telecom dominates, with 4 brands in the top 10. Travel is second with 2 brands in the top 10
No.
Brand
Category
Gross spend in €2014 1HY
1
McDonalds
Fastfood
8.776.967
2
Belsimpel.nl
Telecom
7.710.190
3
Vodafone
Telecom
7.001.164
4
Q-Music
Media
5.640.708
5
KPN
Telecom
5.500.843
6
Schiphol
Travel
5.370.302
7
Samsung
Consumer Electronics
5.304.049
8
Ziggo
Telecom
5.132.367
9
Corendon
Travel
5.091.146
10
Lidl
Retail
5.076.715
Source: Nielsen, 2014 Q1-Q3, data run off on 11 November 2014
(NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

143. 143
NFC (Near Field Communication)
By implementing a NFC chip in an ad shell, consumers are able to respond directly with their smartphones. The options to include are video/audio, buying, store locator, voucher and apps.
Web enabled objects
Interactive ad shells, like live video feed, digital screens or cameras.
The digitalization of OOH offers many opportunities to interact with consumers
Digital Flagship Store or Online Shopping Ad shells
With apps like Layaror QR codes consumers can directly buy products from stickers on a store or ad shell
Augmented reality
Creating augmented reality concepts focus on interactive content

144. 144
Top 6 lessons for brands creating experiences for millenials, moms and men while ‘on the go’
Millenials
Moms
Men
Source: SMG proprietary qualitative research, Human Experience Centre –On the Go e-commerce, June 2014
1.DESIGN AROUND THE SHOPPING OCCASSIONS OF OTHERS
2.DESIGN FOR SPONTANEAITY, NO IMPULSIVITY
3.TRAVEL TIME IS A BRAND’S PLAYGROUND
5.EMBRACE THE JOY THAT TECHNOLOGY ITSELF CAN BRING
6.BALANCE KNOWING ME AND SUPRISING ME
4.HELP GUYS CREATE A SECOND SELF
1.TURN WASTED TIME INTO WANTED TIME
2.MAKE SHOPPING LISTS A TEAM SPORT
3.REMOVE STEPS FROM HER EVERYDAY CHORES
5.MAKE QUEUES A THING OF THE PAST
6.MAKE TRYING ON FUN
4.ELEVATE HER SMART SHOPPING STATUS
1.TAKE A LOAD OFF
2.EMPOWER THEM WHEN THEY ARE IN A BIND
3.CUSTOMISE TO ALLOW FOR FLEXIBILTY
5.TRANSFORM ALL TRAVEL TIME INTO ACTIVE TIME
6.BLEND THE BEST OF BOTH WORLDS AND GIVE THEM A BONUS
4. PROVIDE ‘PRIVATE SOCIABILITY’

145. 145
New digital sites
Blow UP: The WOW, opposite toRotterdam CS
ExterionMedia: digital LED screen on Alexandrium andWestblaak/Karel Doormanstraat, Rotterdam
Ngage: RailTV, digital screens(32 in total) on Eindhoven CS, Rotterdam CS, Den Bosch, Leiden CS, Amsterdam Zuid WTC

146. 146
CINEMA

147. 147
30.8million
cinema visitors in 2013 (+0.8%)
€8.10Average price per ticket (+1%)
47%
visits the cinema at least once every 6 months
Since 2010, the total number of cinema visitors is at a historically high level (previously seen in 1978)
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film DistributorsAssociation) andNederlandse Vereniging van Bioscoopexploitanten (Dutch Associationof Cinema Media Owners), annualreport 2013 | NOM Print & Doelgroep Monitor 2013 I –2013 II, N= 21,007

148. 148
Number of cinema visitors is increasing in line with the number of film releases per year
-
100
200
300
400
0
5
10
15
20
25
30
35
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
# Cinemas & Film Releases
Visitors in million
# Visitors (million)
# Film releases
# Cinemas
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film DistributorsAssociation) andNederlandse Vereniging van Bioscoopexploitanten (Dutch Associationof Cinema Media Owners), annualreport 2013

149. 149
0
50
100
150
200
250
300
0,0
0,5
1,0
1,5
2,0
January
February
March
April
May
June
July
August
September
Oktober
November
December
Visitorsindex
Media spend (in Millions)
Average vistors index 2007-2011
2011
2012
2013
2014
Not a clear seasonality is visible in ad spend for Cinemas. Also visitor index and spend doesn’t show a similar pattern.
Seasonality influences for Cinema.
Source: Nielsen, 2011 -2014, data run off on 25 November 2014 | Average seasonality cinema visits Jean MineurNetwork 2007-2011

150. 150
Adventure, family andDutch films are most popularin 2013
The Hobbit: The Desolationof Smaug(3D) was the most profitablemovie in 2013 witha return of 8,1 millionEuro (777.553 visitors)
DespicableMe 2 was the most popularmovie, 914.893 visitorshave seenthisfilm (OV andDutch) on screen
Verliefd op Ibizawas the most popularDutchmovie; 714.853 visitors
Market share of Dutch moviesincreasedto20,5% (2012: 14,18 %)
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film DistributorsAssociation), Press release January2014

151. 151
REACH CINEMAPER WEEK
Target audience
Reach per week
(x 1,000)
Reachper week
%
Total 13+
670
4.8
Men
347
5.0
Women
323
4.5
Age
13-19
123
8.8
20-34
229
7.5
35-49
156
4.3
50+
163
2.7
Levelof wealth
1 (high)
199
6.2
2
119
5.2
3
187
5.7
4
148
3.8
5 (low)
17
1.3
Cinemas attract a younger audience and a higher level of wealth
Source: NOM Print & DoelgroepMonitor 2013 I –2013 II, base: total NL 13+ (N=21,007)

152. 152
The increase in cinema visitors was mainly due to the age groups 30/39 and 65+
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010
2011
2012
2013
Cinema Reach in yearsin agegroups
16-17 jaar
18-23 jaar
24-29 jaar
30-39 jaar
40-54 jaar
55-64 jaar
65+ jaar
Source: BioscoopMonitor 2013-2014

153. 153
SANDER GEERLING
Insights Executive
sander.geerling@starcom.nl
MAAIKE DE VRIES
Insights Consultant
maaike.de.vries@starcom.nl
This media landscape presentation will be updated every quarter. For comments & questions, please contact the Starcom Insights team. We’d love to hear from you!