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Dutch Media Landscape 2015 Q2 Updated by Starcom

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An overview of the Dutch media landscape, which we will update every quarter

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Dutch Media Landscape 2015 Q2 Updated by Starcom

  1. 1. 1 Dutch media landscape Starcom NL Q2 2015 UPDATE
  2. 2. 2 New Starcom Media Philosophy Starcom, the Human Experience Company. At Starcom we believe that experiences are the new communication currency. Experiences enrich lives and facilitate connections between brands and consumers. To create the right experience, understanding people is key. We need to understand our clients’ target audiences throughout the whole marketing funnel. Within this funnel, consumer media behavior plays a very important role. That’s why we no longer divide the media landscape based on media types, but on how people experience media. As such, we differentiate between five key Media Consumption Patterns (MCPs): Watching, Listening, Reading, Communicating and On the Go. Based on these MCPs we will guide you through the Dutch media landscape. We hope you enjoy it!
  3. 3. 3 The Netherlands – General stats & figures Content Watching Listening On the go Reading Communicating Social media Surfing online Overall media and consumer stats & figures (trends, media spend, time spend, device ownership & usage, digital stats) Appendix
  4. 4. 4 The Netherlands General stats & figures
  5. 5. 5 Dutch population is still growing and getting older. Number of households has grown by 7% since 2005, mostly due to the increasing number of single person households (+14%). After years of recession, disposable HH income has finally increased in 2013. 2,449 2,804 4,642 4,786 2.27 2.18 1.0 1.3 1.6 1.9 2.2 2.5 0 2,000 4,000 6,000 8,000 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Averageno.peopleinHH #HH(in‘000s) Household (HH) size Single person household Multiple person household Average no. of people in HH Source: CBS, Statline, Q2 2015. Note: 2014 annual disposable HH income has not been published yet. 16,306 16,926 16,000 16,200 16,400 16,600 16,800 17,000 Thousands Population (in ‘000) 28.3 29.0 29.4 30.6 32.6 33.1 33.3 33.2 33.1 33.2 33.6 25 30 35 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013€(in‘000s) Annual disposable HH income 39.0 41.0 38 39 40 41 42 Average age
  6. 6. 6 -50 -40 -30 -20 -10 0 10 20 2008Jan 2008Apr 2008Jul 2008Oct 2009Jan 2009Apr 2009Jul 2009Oct 2010Jan 2010Apr 2010Jul 2010Oct 2011Jan 2011Apr 2011Jul 2011Oct 2012Jan 2012Apr 2012Jul 2012Oct 2013Jan 2013Apr 2013Jul 2013Oct 2014Jan 2014Apr 2014Jul 2014Oct 2015Jan 2015Apr 2015Jul Difference%positivevsnegativeanswers Dutch consumer confidence In the last few months of 2014 consumer confidence dropped again but the first half year of 2015 showed a positive level for the first time since 2007. Dutch consumer confidence is still below global average, although within Europe the Netherlands is the sixth most confident country. Consumer confidence Q4 2014 Source: CBS, Statline, Q2 2015 Source: Nielsen Consumer Confidence, Q2 2015 Consumer confidence worldwide
  7. 7. 7 The effects of the difficult economic climate are still being felt, but first signs of recovery are evident. Unemployment has decreased for the first time since 2011. Key Economic Indicators NL 2011 2012 2013 2014 2015** 2016** Inflation 2.3% 2.5% 2.6% 0.3% 0.5% 1.1% Economic growth 1.2% -1.7% -0.5% 1.0% 2.0% 2.4% Purchasing power* -1.0% -2.1% -1.3% 1.3% 0.8% 1.1% Unemployed (in ‘000s) 389 469 647 660 620 600 Unemployment % 5.4% 5.3% 7.3% 7.4% 6.9% 6.7% Source: CPB, Kerngegevenstabel 2013-2016, August 2015 (* median for all households; ** estimated figures)
  8. 8. 8 Overall media and consumer stats & figures
  9. 9. 9 SoLoMo is now Social Social media connects people worldwide with events, activities and each other Local Increasing ability for brands and organizations to respond to people’s whereabouts and out-of- home activities Mobile Mobile technology makes it possible to reach people anywhere, anytime
  10. 10. 10 Dutch brands show strong commitment amongst the Dutch consumer Source: EURIB Top 100 Indispensable Brands of 2014 (EURIB Top 100 Onmisbare Merken van 2014), n=1,001
  11. 11. 11 Trends
  12. 12. 12 10 trends for consumers in 2015 Instant Skills Status-hungry Prosumers will Love services that allow professional quality output instantly Fast-Laning Time starved costumers expect accelerated physical service options, especially from brands they are loyal to Fair Splitting Mobile paying grows but to go further brands need to add new ways to share and split cost and add extra value in the process of paying Internet of Shared Things The Internet of Things and the Sharing Economy collide to allow a whole new world of asset sharing Branded Government Progressive brands will initiate undertake or support meaningful civic transformation Post-Demographic Consumerism It is time to throw out the traditional demographic models of consumer behavior Currencies of Change In search of wellness, strength, new skills, knowledge and more, consumers will embrace device-fueled rewards that incentivize improving behaviors. Sympathetic Pricing Get ready for a wave of imaginative discounts that relieve lifestyle pain points or offer a helping hand in difficult times. Robolove Many consumers will have their first encounter with a robot and they will enjoy it. Brand Stands In 2015, winning brands will start contentious, painful and necessary conversations. Source: Trendwatching for 2015; Trendwatching.com
  13. 13. 13 5 tech trends to watch in 2015 3D Printing evolving and costs dropping An ecosystem developing around Virtual Reality Sensors digitizing you and the world around you Haptics allow you to touch the digital world Drones and telepresence making the world even smaller Source: SMG CES 2015 Trends
  14. 14. 14 5 digital trends to watch in 2015 Marketers who are responsive will succeed in 2015 Mobile search will surpass desktop Cross-device targeting at scale Programmatic will go beyond digital display The internet of things will become a thing Source: eMarketer Key Digital Trends for 2015, Dec 2014
  15. 15. 15 Overall digital forecast More than 38% of advertising spend will be Digital in 2018 Programmatic will make up more than 50% of all digital display advertising in 2015 Share of consumer E-books will show an increase from 3.4% of consumer book spend in 2013 to 15% in 2018 More than 48% of Entertainment & Media spend will be Digital in 2018 Source: PWC Entertainment & Media Outlook forecast 2014-2018 | eMarketer Key Digital Trends for 2015, Dec 2014
  16. 16. 16 Media spend
  17. 17. 17 Competitive reporting in the Netherlands 0 1,000 2,000 3,000 4,000 Cinema Newspapers Online Out Of Home Magazines Radio TV €millions Gross Net Media spend 2014 Most competitive reporting is based on gross media spend. Bear in mind that most advertisers profit from (heavy) discounting, especially on TV, so the difference to net spend can be quite significant. In the gross spend reporting Online spend is not fully reported. For example, search, social media advertising and prerolls are excluded. All TV spend prior to 2015 is limited to TV spot advertising. Since 2015, spend on TV non-spot activities, i.e. TV sponsorship idents, is also reported. Source: Gross spend: Nielsen, 2014 | Net spend: Nielsen Jaarrapport Netto Media Bestedingen 2014 (spend collected by interviewing Dutch marketers) Media: TV, OOH, Radio, Online, Cinema, Magazines, Trade magazines, Dailies, D-t-d, Direct mail
  18. 18. 18 Media spend 1HY 2015 6% less compared to 1HY 2014, driven by less (registered) spend behind online display, direct mail and door drops 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 €millions Gross media spend -6% YoY +3% YoY -3% YoY +0% YoY +4% YoY-2% YoY Source: Nielsen, 2009 – 2015, data run off on 18 August 2015
  19. 19. 19 Newspaper, radio and cinema all had a larger spend in Q1-Q2 2015 than Q1-Q2 2014. OOH and Radio keep on growing steadily. TV showed a big increase in 2014 compared to previous years. 0 1,000 2,000 3,000 4,000 Cinema Newspapers Direct Mail Internet (Online Display) Door Drops Out Of Home Consumer Magazines Radio TV Trade press €millions Gross media spend per medium type across time 2011 2012 2013 2014 Q1-Q2 2014 Q1-Q2 2015 Source: Nielsen, Q2 2015, data run off on 18 August 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  20. 20. 20 Increase in TV, radio and newspaper share of spend in Q2 2015. TV still claims the largest share of gross media spend overall. 15% 17% 16% 16% 15% 17% 9% 6% 7% 6% 6% 4% 6% 7% 6% 3% 3% 2% 2% 2% 2% 2% 2% 2% 6% 6% 7% 7% 7% 7% 7% 6% 6% 5% 5% 5% 8% 9% 9% 10% 9% 11% 46% 45% 46% 51% 51% 52% 1% 1% 1% 1% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2011 2012 2013 2014 Q1 - Q2 2014 Q1 - Q2 2015 Media mix Trade press TV Radio Consumer Magazines Out Of Home Door Drops Internet (Online Display) Direct Mail Newspapers Cinema Source: Nielsen, 2010 – 2015, data run off on 18 August 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  21. 21. 21 Looking at net spend, internet has a higher share than audio-visual media 26% 28% 24% 3% 4% 15% Audiovisual media Internet Print media Out of home Direct marketing Sponsoring Source: Nielsen Jaarrapport Netto Media Bestedingen 2014 26% 30% 21% 4% 5% 15% 2013 € 4,543,000,000 2014 € 4,627,000,000
  22. 22. 22 The online display advertising spend through programmatic channels increased by 40% in Q1 2015, totalling €37m in revenues 0% 10% 20% 30% 40% 50% 60% 0 10 20 30 40 50 60 2013 Q1 2013 Q2 2013 Q3 2013 Q4 2014 Q1 2014 Q2 2014 Q3 2014 Q4 2015 Q1 Y/YRevenuegrowth(%) Displayadvertisingthroughprogrammatic channels(m€) Trends of programmatic spend Display advertising through programmatic channels (m€) Y/Y revenue growth (%) Real Time Bidding (RTB) is an online auction for advertising space. Programmatic Trading (PT) makes it possible to better monitor where, when and to whom your ads are digitally served. Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend Q1 2015, July 2015
  23. 23. 23 11% 12% 15% 16% 13% 13% 17% 18% 15% 19% 18% 18% 18% 17% 16% 16% 17% 16% 14% 15% 15% 17% 13% 14% 13% 16% 10% 57% 56% 53% 49% 57% 57% 53% 49% 59% 2013-Q1 2013-Q2 2013-Q3 2013-Q4 2014-Q1 2014-Q2 2014-Q3 2014-Q4 2015-Q1 Allocation of display revenue per format Video Text links/Other Interruptive Embedded (e.g. banners) Regular banners still have highest share within digital advertising. Due the increasing possibilities for mobile advertising regular banners still have a big share within the digital formats. The revenue of interruptive formats decreased due to the shift to programmatic. Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend Q1 2015, July 2015
  24. 24. 24 Growth in net media spend is predicted mainly due to a steady rise in online spend 4,184 3,867 3,649 3,720 3,796 3,875 3,949 3,200 3,400 3,600 3,800 4,000 4,200 4,400 2011 2012 2013 2014 2015 2016 2017 €millions Forecast net spend 0.8% -5.0% -3.2% 2.5% 2.8% 3.1% 3.1% -6% -3% 0% 3% 6% Forecast net spend Change (%) to previous year - 500 1,000 1,500 2,000 Newspapers Magazines TV Radio Cinema Outdoor Internet €millions Net spend per medium type 2011 2012 2013 2014 2015 2016 2017 Source: ZOG Adspend Forecast Netherlands – March 2015 (1980-2017)
  25. 25. 25 According to the IAB, Dutch online advertising increased by 8.9% in Q1 2015 compared to Q1 2014, with a total of €377 million in Q1 2015 40% 14% 46% Display Classifieds Search Total online ad spend 59% 16% 15% 10% Embedded Other & text links Video Interruptive Online display spend Source: IAB report on Online Ad Spend, the Netherlands Q1 2015 Q1 2015 €377m Q1 2015 €153m
  26. 26. 26 Top 10 advertisers in Q2 are dominated by FMCG, telecom, retail and automotive No. Advertiser Category Gross spend Q2 2015 1 Unilever Nederland FMCG € 68,033,411 2 Jumbo Supermarkten Retail € 30,679,861 3 Vodafone Telecom € 23,712,217 4 KPN Telecom € 20,630,350 5 Reckitt Benckiser Nederland FMCG € 19,981,318 6 Renault Nissan Nederland Automotive € 19,672,795 7 Albert Heijn Retail € 18,768,532 8 Kruidvat Retail € 17,318,372 9 Beiersdorf FMCG € 14,604,963 10 McDonald's Nederland Quick service restaurant € 14,496,404 Source: Nielsen, Q2 2015, data run off on 18 August 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  27. 27. 27 Supermarket chain Jumbo claims first position in top 10 brands in Q2, in a list heavily dominated by other retail brands No. Brand Category Gross spend Q2 2015 1 Jumbo Supermarkten Retail € 30,679,861 2 KPN Telecom € 20,568,359 3 Albert Heijn Retail € 18,768,532 4 Kruidvat Retail € 15,661,214 5 Vodafone Retail € 15,314,235 6 McDonalds Quick service restaurant € 14,496,404 7 Ziggo Telecom € 13,901,012 8 Kras Reizen Travel € 12,782,209 9 Lidl Retail € 12,359,571 10 Nivea FMCG € 11,260,241 Source: Nielsen, Q2 2015, data run off on 18 August 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  28. 28. 28 In 2014, total sponsor spend of the top 100 sponsors decreased slightly by 0.5% compared to 2013 Total spend top 100 sponsors 2013 2014 Index Total sponsor spend € 293,835,000 € 292,495,000 99,5 Average sponsor spend (per brand) € 2,938,350 € 2,924,950 99,5 - 100 200 300 400 500 600 Sports Art & Culture Entertainment Society Media (non-spot) €millions Sponsor spend by type of sponsorship 2010 2011 2012 2013 2014 Source: SponsorMonitor 2015 (Spend is an estimate based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded.)
  29. 29. 29 70% 9% 9% 4% 9% Sponsor contracts Sports Art & Culture Entertainment Society Media (non-spot) In 2014, 355 new (and renewed) sponsorship contracts were signed. This is an increase of 52 contracts compared to 2013. The total value of all contracts in 2014 was €326,990,000, averaging €921,098 per contract*. Both the total and the average are significantly higher than in 2013 (total: €205,442,500; average: €675,797). Main reason is the contract extension of Nike with the KNVB (Royal Dutch Football Association). Source: SponsorMonitor 2015 (Spend is an estimate based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded). *Note: The value of contracts signed differs from the annual sponsorship spend shown on other slides. This is due to contracts covering longer periods than just one calendar year.
  30. 30. 30 Trends and developments – sponsoring According to a recent study by market research agency MeMo2, Dutch companies are very interested in sponsoring football clubs. This is because the Eredivisie, one of the major Dutch football leagues, is growing in popularity. The study shows that the new shirt sponsors of football clubs Feyenoord (Opel) and Ajax (Ziggo) were able to achieve high levels of sponsor awareness and appreciation within a short period of time. The same study also showed that Philips has the highest appreciation as a sponsor of the Eredivisie. This is remarkable because Philips announced in April this year that after 34 years they will stop as the shirt sponsor of PSV in 2016. Source: http://www.marketingtribune.nl/sponsoring/nieuws/2015/08/eredivisie-blijft-groeien-in-populariteit/index.xml http://www.adformatie.nl/nieuws/philips-meest-gewaardeerde-sponsor-eredivisie
  31. 31. 31 AEGON decreased their sponsorship spend by 32% compared to 2013 as they are no longer sponsoring Ajax No. Brand Gross sponsor spend 2013 Gross sponsor spend 2014 1 Rabobank € 36,000,000 € 35,000,000 2 Nike € 15,000,000 € 15,500,000 3 adidas € 10,000,000 € 13,500,000 4 ING € 9,700,000 € 13,200,000 5 KPN € 10,900,000 € 13,000,000 6 ABN AMRO € 10,500,000 € 10,600,000 7 Philips € 9,100,000 € 10,100,000 8 Heineken € 9,000,000 € 9,800,000 9 AEGON € 13,250,000 € 8,945,000 10 VriendenLoterij € 8,200,000 € 8,500,000 Source: SponsorMonitor 2015 (Spend is an estimate based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded)
  32. 32. 32 Time spend
  33. 33. 33 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 Volunteering Study, school Groceries, shopping Caring for others On the go Housework Work Leisure time Media Sleeping, eating and personal care Hours per day Main activities – average time spent per day Weekend Weekdays Source: Media:tijd 2014, Target audience: All adults 13+ (N=2,989)
  34. 34. 34 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 or offline) Watching (online or offline) Reading (paper or electronic) Communicating (through media) Gaming (electronic) Internet other Media other Hoursperday Media activities – average time spent per day Weekdays Weekend Source: Media:tijd 2014, base: All adults 13+ (N=2,989) 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 Communicating: 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 of software
  35. 35. 35 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) Communicating (through media) Gaming (electronic) Internet other Media other Source: Media:tijd 2014, base: All adults 13+ (N=2,989)
  36. 36. 36 0% 25% 50% 75% 100% Hundreds TV No answer TV heavy (24+ hours per week) TV mid (14-24 hours per week) TV light (0-14 hours per week) No TV 0% 25% 50% 75% 100% Hundreds Radio No answer No answer Radio heavy (20+ hours per week) Radio mid (5-20 hours per week) Radio light (0-5 hours per week) Time spent online is increasing over the years, with TV and Radio remaining steady Source: NPDM releases: 2010 I – 2010 II to 2014 I – 2014 II, base: All adults 13+ 0% 25% 50% 75% 100% Hundreds Online No answer Internet heavy (13+ hours per week) Internet mid (5- 13 hours per week) Internet light (0- 4 hours per week) No Internet connection
  37. 37. 37 Device ownership & usage
  38. 38. 38 Smartphone penetration – already at a high level – keeps increasing still 39% 45% 48% 58% 65% 67% 70% 76% 80% 0% 20% 40% 60% 80% 100% Historical development of smartphone penetration in NL 10.6 million Smartphone users in 2015 Source: “Trends in Digital Media”, GfK Intomart, June 2015, base: online population 13+ (N=1,258); Global Mobile Landscape 2015, eMarketer. 13.9 million Smartphone users in 2019
  39. 39. 39 All devices are growing in ownership except for PC (desktop computer). Overall, the couch is the favourite location for using portable devices. 80% 80% 60% 65% 30% 33% 23% 0% 20% 40% 60% 80% 100% Device ownership jun-13 dec-13 jun-14 dec-14 jun-15 0% 20% 40% 60% 80% 100% Location of usage Laptop/netbook Smartphone Tablet E-reader Smart TV Source: “Trends in Digital Media”, GfK Intomart, Jun 2015, base: online population 13+ (N=1,258) | * Game consoles measured since June 2014 ** Smart TV measured since Dec 2014
  40. 40. 40 Smartphone and tablet ownership is still increasing but purchase intent for tablets has decreased to just 3%, signalling market saturation 6% 40% 56% 29% 48% 26% 5% 48% 61% 26% 47% 29% 4% 48% 63% 26% 46% 31% 3% 52% 67% 25% 37% 30% 0% 20% 40% 60% 80% Purchase intent - tablet Ownership - tablet Ownership - smartphone Mobile phone/smartphone prepaid Mobile phone/smartphone contract (including phone) Mobile phone/smartphone contract (sim only) Device ownership & purchase intent amongst NL13+ 2012-II 2013-I 2013-I 2013-II 2013-II 2014-I 2014-I 2014-II Source: NPDM 2012-II 2013-I; 2013-I 2013-II; 2013-II 2014-I; 2014-I 2014-II
  41. 41. 41 Multiple device ownership keeps on growing. As of June 2015, the average consumer now owns 3.7 devices. 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 2012 Dec 2012 June 2013 Dec 2013 June 2014 On average consumers own 3.7 of these devices: PC (desktop) Laptop/netbook Smartphone Tablet Game console* e-reader* Smart TV* * e-reader has only been measured since December 2012 game console since June 2014 and smart TV since Dec 2014 Source: “Trends in Digital Media”, GfK Intomart, December 2014, base: online population 13+ (N=1,008) | “Trends in Digital Media”, GfK Intomart, June 2015, base: online population 13+ (N=1,258)
  42. 42. 42 All age groups are becoming more mobile. Across all groups an increased tablet penetration is clearly noticeable. 0% 25% 50% 75% 100% Men Women Age 13-17 Age 18-34Age 35-49 Age 50-64 Age 65+ % using a tablet 0% 25% 50% 75% 100% Men Women Age 13-34 Age 35-49 Age 50-64 Age 65+ % using a smartphone dec-12 jun-13 dec-13 jun-14 dec-14 jun-15 Source: “Trends in Digital Media”, GfK Intomart, June 2015, base: online population 13+ (N=1,258)
  43. 43. 43 0 1 2 3 4 5 Averagetimespendinminutes Smartphone and tablet usage during the day Smartphone Tablet Tablet and mobile usage show biggest gap during daytime. Mobile is used on the go and at work; tablet mainly at home. Source: Media:tijd 2014, base: 13+ (N=2,989)
  44. 44. 44 Watching TV still most popular via traditional TV set, popularity for tablet is growing (21%). Internet use via mobile (57%) has surpassed PC/desktop (52%), laptop is still most popular with 65%. 65% 23% 29% 10% 9% 52% 13% 29% 10% 9% 57% 10% 22% 5% 13% 43% 21% 20% 7% 5% 94% 21% 7% 5% 1% 70% 76% Medium type per device Laptop PC/desktop Mobile phone Tablet Traditional TV set* TV with internet access* Game console* Paper* Source: Media Standard Survey 2014 (N=5,100), Base: All adults 13+, (* device isn’t asked for each medium type)
  45. 45. 45 Digital stats
  46. 46. 46 The Netherlands has the 4th highest internet penetration worldwide. Only Denmark, Finland and Iceland have higher levels. 96% Internet access by country 2012 2013 2014 Source: Internetworldstats.com, penetration based on total population
  47. 47. 47 94% of Dutch households have internet access at home. Internet access ‘on the go’ and via friends/family are growing. 90% 44% 20% 26% 13% 4% 5% 92% 45% 28% 29% 12% 5% 4% 93% 45% 37% 34% 14% 5% 4% 94% 46% 43% 39% 15% 6% 6% At home At work On the go Friends/Family School/University Internet cafe Elsewhere Internet access by location 2011 2012 2013 2014 Source: Media Standard Survey 2011/2012/2013/2014 (N= 5,100), base: All adults 13+
  48. 48. 48 Google and Facebook are leading in terms of reach across all platforms combined. Even though Whatsapp has no PC/Laptop reach, it still manages to tally up a total reach of 49.5%. No. Top 10 brands All platforms (monthly reach % in May 2015) 1 Google (excl. YouTube) 84.3 2 Facebook 80.0 3 Google search 70.7 4 YouTube 66.9 5 Google Maps 55.7 6 Marktplaats 55.0 7 Whatsapp Messenger 53.1 8 NU.nl 49.8 9 Facebook Messenger 46.1 10 Gmail 45.0 Source: GfK DAM, newsletter 1 – 2015, base: 13+
  49. 49. 49 Reach increased for almost all apps on tablet and phone in Q2 2015 compared to Q1 24% 31% 31% 35% 40% 40% 41% 42% 53% 56% Bol.com Gmail Wikipedia Nu.nl Google Maps Google Search YouTube FB Messenger Facebook Whatsapp Overall top smartphone apps Phone reach % 19% 23% 25% 26% 27% 27% 27% 28% 37% 47% Gmail Marktplaats Nu.nl Wikipedia FB Messenger Google Search Google Maps Bol.com YouTube Facebook Overall top tablet apps Tablet reach % Source: GfK DAM, average monthly reach Q2 2015, base:13+ (since iOS8 some Apple users are excluded from DAM, DAM is working on a solution)
  50. 50. 50 Main mobile phone activities are focused on communication in every possible way (email, chat, text message and social media) 84% 80% 33% 12% 21% 41% 51% 12% 73%6%48% 68% 20% 86% 75% 32% 77% Mobile activities Internet E-mail Video TV Radio Navigation Games As e-ticket Camera Books Online banking Social media Online shopping Call Text messages Music Chat Source: “Trends in Digital Media”, GfK Intomart, June 2015, base: online population 13+ (N=1,258)
  51. 51. 51 Main tablet activities are focused on email, surfing the web & entertainment 89% 74% 39% 31%15% 9%61% 3% 39% 16% 39% 64% 34% 4% 4% 18% 9% Tablet activities Internet E-mail Video TV Radio Navigation Games As e-ticket Camera Books Online banking Social media Online shopping Call Text messages Music Chat Source: “Trends in Digital Media”, GfK Intomart, June 2015, base: online population 13+ (N=1,258)
  52. 52. 52 In media apps both on mobile and on tablet Nu.nl and Youtube are most widely spread media apps 9% 9% 10% 11% 11% 15% 17% 20% 32% 43% RTL XL Netflix Google Play Music Ad.nl Teletekst De Telegraaf NOS Spotify Nu.nl Youtube Top 10 Media apps - Smartphone 13% 14% 15% 17% 17% 21% 22% 23% 30% 43% Ad.nl Ziggo Netflix NPO (uitzending gemist) NOS De Telegraaf Spotify RTL XL Nu.nl Youtube Top 10 Media apps - Tablet Avarage # of apps on Mobile: 29 Avarage # of apps on Tablet: 26 Source: “Trends in Digital Media”, GfK Intomart, Juni 2015, base: online population 13+ (N=1,258)
  53. 53. 53 Watching
  54. 54. 54 MCP: Watching The way people consume audio visual content is rapidly changing. The consumption of video content can be on multiple devices, in multiple places and in multiple moments. The way consumers experience video content is changing as well. It’s therefore crucial that we get a clear understanding of how consumers consume and experience all kinds of audio visual content.
  55. 55. 55 97% Households with TV 1.7 Average # of TVs per household 35% Hard disc recorder ownership 2014 82% 84% Digital TV penetration 2013 vs. 2014 Source: SKO TV in the Netherlands 2014 | Media Standard Survey 2014 Trends and developments – I
  56. 56. 56Source: SPOT TV Annual Report 2014 | Media Standard Survey 2014 | SKO 2014 Trends and developments – II 179 175 179 175 179 8 10 11 11 11 4 6 6 9 10 0 50 100 150 200 250 2010 2011 2012 2013 2014 Dutch viewing time Linear TV Video, DVD & HDR Non-linear viewing Average viewing time per day (NL 6+) in 2014: 200 minutes (vs. 195 min. in 2013). 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 of 10 minutes per day in 2014 (vs. 9 minutes in 2013), which is equivalent to 5% of total viewing time. 22% of Dutch households have TV with internet access.
  57. 57. 57 Trends and developments – III As expected, programs are watched more non-linear in comparison with breaks. Twice as much as breaks. Although the increase in non-linear share for programs is rising much faster compare to the non- linear view of breaks. Which indicates the extra viewing is creating limited extra advertising space. 96.63% 95.29% 94.71% 3.37% 4.71% 5.29% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2012 2013 2014 ShareTimeviewing Average viewing time programs Programs Live Programs Non-Linear Viewing + 1,35% + 0,58% 98.70% 98.06% 97.87% 1.30% 1.94% 2.13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2012 2013 2014 ShareTimeviewing Average viewing time breaks Breaks Live Breaks Non-Linear Viewing + 0,64% + 0,19% Extra viewing time doesn’t create more advertising space. More creativity is needed to reach viewers that watch non-linear. Source: SKO, base: All adults 13+
  58. 58. 58 Trends and developments – IV From now on, the new season of the Champions League will be broadcast on the commercial channel SBS6 instead of NPO3, one of the public broadcast channels. Jan Joost van Gangelen and Toine van Peperstraten will host the programme. Also Ronald de Boer will visit sometimes to discuss the football matches. In 2014, the match Feyenoord – Besiktas in the preliminaries of the Champions League was watched by 970,000 people on NPO3. In 2015, the match Rapid Wien - Ajax in the preliminaries of the Champions league was watched by 1,683,000 people on SBS6. NPO3 Viewers (x000) SBS6 Viewers (x000) Preview Dutch club 397 (Feyenoord- Besiktas) 778 (Ajax – Rapid Wien) Preview non–Dutch club 239 (Besiktas-Arsenal) 290 (Monaco-Valencia) Commentary Dutch club 677 (Feyenoord- Besiktas) 1030 (Ajax – Rapid Wien) Commentary non- Dutch club 406 (Besiktas-Arsenal) 565 (Monaco-Valencia) Source: SKO, base: All adults 13+ | http://www.televizier.nl/nieuws/sport/champions-league-voortaan-niet-op-veronica-maar.6300733.lynkx Since Champions League is broadcast on SBS6, audience ratings seems to increase
  59. 59. 59 Trends and developments – V Broadcasting rights of the Olympics 2016 will be owned by Discovery Communications, parent company of Eurosport. Around €1.3 billion was involved. In 2015, 17% of Dutch people are spending money on streaming movies and TV shows, up from only 2% in 2014. Overall, 56% are streaming TV and movie content, up from 44% in 2014. This fall, Linda.tv will go live and is going to be a paid video-on-demand service with relevant video clips, videos and own content of the editorial staff. SKO increased the period that they measure non-linear viewing from six days after original broadcast to 28 days after original broadcast. Please be aware that the 28 days aren’t add to ‘KijkTotaal’ so viewing numbers will include only the ratings up to 6 days. It will give extra analysing possibilities. And how know in the future the ‘KijkTotaal’ will be adjust…… Source: http://www.adformatie.nl/nieuws/uitzendrechten-olympische-spelen-2018-2024-naar-discovery-en-eurosport | http://www.adformatie.nl/nieuws/sterke-groei-bereidheid-om-te- betalen-voor-videocontent | http://www.adformatie.nl/nieuws/zo-ziet-lindatv-er-straks-uit | http://www.adformatie.nl/nieuws/sko-breidt-rapportage-uitgesteld-kijken-tv-scherm-uit
  60. 60. 60 Trends and developments – VI Programmatic/targeted TV is discussed a lot. If structural changes are made, programmatic for TV should be possible before 2020 Programmatic TV buying will effect in a grow of the TV spot market; smaller campaigns and new advertisers. Both buy and sell site needs to invest in technology and measurement (information about who is watching combined with exchanges). For the Netherlands it isn’t clear if Ziggo and/or KNP has the ability to use viewing data for (programmatic) buying. Key learnings SPOT Targeted TV session - 12th May ‘15 Source: SPOT Targeted TV session – 12th May, John Watts, Founding Director van het Engelse MTM
  61. 61. 61 Trends and developments – VII (B)(V)loggers Bloggers/Vloggers: Bloggers and Vloggers are getting increasingly influential in younger generations. RTL group invested more than 100 million in a group of Vloggers and SBS bought 51% shares of Social 1nfluencers and are already working together with popular Vloggers to stay in touch with their young viewers. Companies are created that represent popular Vloggers which media agency’s can use in advertising. Most of these companies also tailor make YouTube movies for brands. Most popular Dutch Vlogger: Enzo Knol Subscriptions to YT channel: 820.564 Most popular Dutch Gaming Vlogger: Dus David Games Subscriptions to YT channel: 582.085 Most popular Fashion Vlog: Mascha Feoktistova Subscriptions to YT channel: 411.110 Most popular YT channel in the world: PewDiePie (Swedish Gamer) Subscriptions to YT channel: 38.632.424 Source: www.youtube.com; http://theonlinecompany.com/sbs-social-influencers-content-is-king-en-big-data-komen-samen/; http://www.volkskrant.nl/media/rtl-contracteert- youtube-fenomeen-mertabi-volgen-er-meer~a3799474/
  62. 62. 62 30.8 million cinema visitors in 2014 (+0.1%) €8.11Average price per ticket (+0.2%) 46.7%visit the cinema at least once every 6 months Trends and developments – VIII Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners), annual report 2014 | press release www.adformatie.nl/nieuws/bioscoopbezoek-blijft-gelijk-2014 | NOM Print & Doelgroep Monitor 2014 I – 2014 II, N= 21,160 In 2015 cinema visitors remained at the same level as in 2014. The total number of cinema visitors is at a historically high level (only previously seen in 1978).
  63. 63. 63 Dutch TV channels, with advertising possibilities (I/II) STER (Dutch Government) RTL SBS Broadcasting 56 regional channels Source: retriever.nl, August 2015; http://www.adformatie.nl/nieuws/rtl-z-wordt-business-not-usual Note: RTL 7; RTL Lounge and RTL Crime are paid (digital) channels From September 2015, RTL Z will be broadcast as a stand-alone channel (instead of sharing the channel with RTL8)
  64. 64. 64 Dutch TV channels, with advertising possibilities (II/II) The Walt Disney Company Benelux Triade Media BE VIACOM Discovery Networks Benelux FOX International Channels Benelux Eurosport Television B.V. Note: share a channel with Veronica Note: mostly paid (digital) channels Source: retriever.nl, August 2015 BE VIACOM launched a new channel called ‘Spike’, which will start broadcasting on 1 Oct 2015.
  65. 65. 65 BrandDeli’s market share is rising steadily. SBS’s market share seems to stabilize, with a small growth in the first half year of 2015. In Q1-Q2 2015 STER decreased in market share whereas RTL showed an increase. Source: SKO Jan 2011 – Q2 2015, 02.00-26.00, base: all adults 13+ 0% 10% 20% 30% 40% STER RTL SBS BrandDeli Triade TV market share 2011 2012 2013 2014 Q1-Q2 2015
  66. 66. 66 Because there was no big sports event this summer, the market share of NPO1 decreased. NPO3 also lost some market share. RTL4 showed the biggest increase in market share in the first two quarters. Source: SKO 2012 – Q2 2015, 02.00-26.00 base: all adults 13+ STER RTL SBS BrandDeli Triade 0 5 10 15 20 25 % Market share 2012 2013 2014 Q1-Q2 2015
  67. 67. 67 RTL4 remains the channels with the highest gross advertising spend levels, with further growth in 2015. Both NPO1 and Net5 show a big decrease in advertising spend. 0 100 200 300 400 500 600 €millions Gross media spend per channel Q1-Q2 2014 Q1-Q2 2015 +3% -31% -23% Source: Nielsen, 2014 – 2015, data run off on 19 August 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded) SBSRTLSTER Brand Deli Triade
  68. 68. 68 0 100 200 300 400 500 January February March April May June July August September October November December Grossmediaspend(inmillion€) TV seasonality (based on spend) 2013 2014 2015 TV spend shows a clear seasonality pattern which is very consistent year-on-year. Media spend shows highest spend levels in spring and fall, with summers relatively quiet. TV vendors all use monthly indices to reflect the seasonality influences in their rate cards. Source: Nielsen, 2013 - 2015, data run off on 19 August 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  69. 69. 69 When looking at individual brands advertising on TV, supermarket chain Jumbo comes out on top, followed by fellow supermarket chain Albert Heijn. Overall, retail brands dominate the top 10 with 4 brands in total. No. Brand Category TV gross spend Q2 2015 1 Jumbo Supermarkten Retail € 25.261.744 2 Albert Heijn Retail € 15.824.156 3 Nivea FMCG € 10.693.243 4 Kruidvat Retail € 10.572.944 5 Plus Retail € 9.243.542 6 Vodafone Telecom € 8.405.226 7 Simpel Telecom € 8.404.578 8 HG FMCG € 7.999.683 9 McDonalds Quick service restaurant € 7.244.738 10 Staatsloterij Lottery € 7.199.348 Source: Nielsen, 2015, data run off on 18 August 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  70. 70. 70 Clutter of broad family/women’s channels. Kids and male channels have a more distinct profile. Also TLC manage to create a real clear Female profile. Source: SKO, 2015 Q1-Q2, base: all adults 13+ Fox Old Young Male Female
  71. 71. 71 No clear “second screen definition”. Please take a look at two ways in which the “second screen definition” is used. SECOND SCREEN Use of other screen (smartphone, tablet, laptop) while watching TV To interact with the TV programme To do other stuff
  72. 72. 72 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) SKO is planning to start delivering the first online video advertising data (census data) in 2015. Census data will be available for both traditional as well as non-traditional broadcasters starting in September 2015. The next step will then be 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 2014 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) Also for ‘Video on demand’ the definition is clarified to avoid confusing
  73. 73. 73 Main players – ‘traditional’ non-linear viewing Hard disk recorder ‘RTL XL’ & ‘Kijk’ 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 and smart TV. ‘Uitzending Gemist’ (NPO) TV content from all the public TV channels. Available via laptop, smartphone, tablet and smart TV. NLziet (NPO, RTL, SBS) NLziet is a subscription (€8.- per month) 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.
  74. 74. 74 Pathe Thuis (Pathe at Home). Cinema media owner Pathe developed a platform to watch movies at home (pay-per-movie). Available via laptop, tablet and smart TV. Netflix entered the Dutch market in September 2013. For €8.- per month users have a basic account and have unlimited access to movies and series. Next to the basic subscription Netflix also offers a standard (€10.-) and premium (€12.-) subscription. Available via laptop, tablet, smartphone and smart TV. YouTube offers mostly user-generated content. The first paid channels have already been introduced. Not yet in the Netherlands, but it is likely that in the near future paid channels will also be launched in the Netherlands. Available via laptop, tablet, smartphone and smart TV. Videoland was 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. Main players – non-traditional
  75. 75. 75 Netflix is already very popular in the Netherlands, but there are some alternatives Netflix alternatives: - Videoland unlimited - Mubi - SundanceNow Doc Club - Spuul - Crunchyroll - Gaiam TV Netflix has an estimated total of 1.3 million subscribers in the Netherlands already. It is now said that Netflix can be as popular in the Netherlands as it is in the US, where households that have a Netflix subscription watch almost 20% less linear TV and the audience ratings of women who watch TV have decreased by 15% within one year. Source: http://www.nu.nl/internet/4024618/overzicht-zes-beste-netflix-alternatieven.html | http://www.pwc.nl/nl/persbericht/ott-tv-ten-koste-van-lineair-tv-kijken.jhtml
  76. 76. 76 For the first time since Q1 2014 the number of people saying they aren’t multitasking has increased again. The use of a mobile phone for multitasking seems to level around 30%, with tablet use for multitasking between 16%-20%. Games, reading news, chatting, email and social network are the most popular activities while watching TV. Source: GlobalWebIndex, 2014.Q1 - 2015.Q2, Base: Internet users NL16+ 0% 10% 20% 30% Multi tasking activities Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 0% 5% 10% 15% 20% 25% 30% 35% 40% None of above Mobile Phone Laptop Tablet Desktop E- reader Multi tasking while watching TV Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015
  77. 77. 77 Gender Multitasker while watching TV: 35-44 years old, mid to high income and interested in music, websites, gaming and gadgets 49.3% 50.7% 19% 21% 25% 20% 15% 0 50 100 150 0% 25% 50% % Index Source: GlobalWebIndex, 2015.Q2, Base Internet Users NL16+ (N= 751), TA: MultiTasker While watching TV (N=491) 24% 48% 28% Low (Bottom 25% income) (index 96) Mid (Mid 50% income) (index 104) High (Top 25% income) (index 113) Interests Income Age 0 50 100 150 0% 20% 40% 60% 80% % Agree Index
  78. 78. 78 Based on time spend, social media, chatting and games are most popular while watching TV Source: Media:tijd 2014, base: All adults 13+ (N=2,989) Linear TV 0 5 10 15 20 25 30 0 1 2 3 4 MinutesperdayLiveTV Minutesperdaymultitasking Multi-tasking linear TV - time spend Social media, forums SMS, (online)chatting Play online games Live Radio Reading newspaper E-mail Other websites and apps Reading magazine Multi-task activity
  79. 79. 79 YouTube by far the highest reach. Within the ‘traditional’ players, RTL has the highest reach. Netflix’s reach is growing steadily, resulting in being the third video on demand platform since april’15. Source: DAM August 2014 – July 2015 (Base:13+). 0% 10% 20% 30% 40% 50% 60% 70% 80% aug-14 sep-14 okt-14 nov-14 dec-14 jan-15 feb-15 mrt-15 apr-15 mei-15 jun-15 jul-15 Video on Demand – monthly reach YouTube RTL XL Netflix NPO gemist Vimeo KIJK SBS6 / NET5 / Veronica NL Ziet
  80. 80. 80 RTL XL does have the highest reach. There is a clear higher reach for Netflix in the 13-19 age group. The reach TV vendor gain with linear viewing, still is way ahead compare to the non-linear. 0% 5% 10% 15% 20% 25% Totaal 13+ 13-19 20-34 35-49 50-64 65+ Monthly reach RTL XL Netflix NPO gemist Kijk.nl Source; DAM 13+, Jan 2015 – Jul 2015 (monthly average) | SKO 13+, Jan 2015 – Jul 2015, lowest month reach witin the period STER: 95% RTL: 94% SBS: 91% STER: 91% RTL: 91% SBS: 89% STER: 96% RTL: 95% SBS: 93% STER: 99% RTL: 97% SBS: 90% STER: 96% RTL: 94% SBS: 92% STER: 91% RTL: 89% SBS: 85%
  81. 81. 81 People still watch twice as much online video on desktops/laptops than on tablets and smartphones. Netflix is the most popular on- demand media service with 16%. 29% 9% 10% 41% 15% 14% 8% 8% 23% 15% 16% 5% 12% 11% 7% 33% 42% 52% 45% 44% 27% 19% 39% 32% 34% Reach for devices used by people to watch video on demand Daily Weakly Monthly Never Don't own this device 13.8% 14.4% 4.2% 15.7% 10.3% 4.4% 19.2% 10.7% 3.1% 0% 5% 10% 15% 20% 25% Netflix RTL XL Videoland Which of the following services have you used in the last month? 2014- Q4 2015- Q1 2015- Q2 Source: Motivaction, Onderzoek Online Video 2014, base: online consumers 14-65 years old (N=1,083) | Source: GWI on-demand media service Q3 2014 – Q2 2015, base: all adults 20-49 | Warc Television is falling out of favour, experiencing double-digit declines in usage around the world as consumers increasingly turn to various digital devices to view video content
  82. 82. 82 Professional content most popular, both TV as well as other professional content. Only the younger target group (13-19 years old) spend equal amounts of time on both professional content as well as user generated content. Source: Media:tijd 2014, base: All adults 13+ (N=2,989) 0 5 10 15 20 25 NL 13+ Men Women 13-19 year 20-34 year 35-49 year 50-64 year 65+ year Minutesperday Non-linear content Non-Linear TV content Other professional content User generated/youtube
  83. 83. 83 Catch-up TV has grown significantly. The programme ‘Boer zoekt vrouw’ (‘Farmer wants a wife’) is the most watched catch-up TV show in the Netherlands. Date Day Programme Channel Viewers (x1000) 1 15-03-2015 Sun Boer zoekt vrouw NPO1 991 2 01-01-2015 Thu Wie is de mol NPO1 919 3 24-10-2014 Fri Flikken Maastricht NPO1 816 4 08-03-2015 Sun Divorce RTL4 698 5 24-12-2014 Wed All you need is love kerstspecial RTL4 615 6 25-01-2015 Sun Moordvrouw RTL4 552 7 31-12-2014 Wed Oudejaarsconference Youp wat is de vraag NPO1 539 8 02-02-2015 Sun Boer zoekt vrouw internationaal NPO1 529 9 21-12-2014 Sun Boer zoekt vrouw 10 jaar NPO1 511 10 09-11-2014 Sun Nieuwe buren RTL4 489 Source: SKO, trends in uitgesteld kijken via de televisie,+ 02:00-26:00 UUR, 2008-Q1 - 2015
  84. 84. 84 The cinema chains JT (British) and Kinepolis (Belgium) are taking up the battle with cinema chain Pathé. Their market share in the Netherlands is rising. #locations #cinema halls #seats Pathé 21 162 36,523 Kinepolis 11 61 11,264 JT 5 34 6,759 Utopia 5 34 6,365 Other 31 136 19,323 Total 73 (57%) 427 (66%) 80,234 (70%) #locations #cinema halls #seats JT 16 76 13,669 Other 38 145 20,941 Total 54 (43%) 221 (34%) 34,610 (30%) The capacity of the cinema sector has increased 10% since 2009. Movie theatres (34 in 2014) grew relatively faster than cinemas (141 in 2014). The admission price of substitutes (other leisure activities) grew faster than the admission price of cinemas. Source: Jean Mineur & Fox Screen, 8th september ’15 | http://www.filmonderzoek.nl/ocw-ontwikkelingen-in-de-cultuursector Next to main player Jean Mineur, Fox Screen (sister company of CineFox; silent local advertising) entered the market as vendor for national cinema advertising. With 70% of the seats, Jean Mineur still is the biggest vendor.
  85. 85. 85 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 2014 #Cinemas&FilmReleases Visitorsinmillion # Visitors (million) # Film releases # Cinemas Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners), annual report 2014 | http://www.volkskrant.nl/media/britten-en-belgen-gaan-strijd-met-pathe-aan~a4128460/
  86. 86. 86 A big increase in cinema visits is visible in the last weeks of the year Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners), annual report 2014 | http://foxscreen.nl/ 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 Visitsin‘000 4-week period Cinema visits per 4 weeks 2014 2013
  87. 87. 87 0 20 40 60 80 100 120 140 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 January February March April May June July August September October November December Mediaspend(in€millions) Seasonality cinema (spend & visitors) Average visitors index 2007-2011 2012 2013 2014 2015 Cinema doesn’t have the same seasonality pattern that we see for TV, however there is generally an increase in spend around December. Cinema vendors use monthly indices to reflect the seasonality influences in their rate cards. Source: Nielsen, 2012 -2015, data run off on 18 August 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded) | Average seasonality cinema visits Jean Mineur Network 2007-2011
  88. 88. 88 The movie ‘Gooische Vrouwen 2’ was the most popular film in 2014 Title Revenue (in ‘000) Visits (in ‘000) Gooische vrouwen 2 € 10,105 1,184 The Hobbit: Battle of the Five Armies (3D) € 8,533 835 The Wolf of Wall Street € 5,898 671 The Hunger Games: Mockingjay – part 1 € 5,699 674 RIO 2 (3D) € 4,696 580 Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners), annual report 2014
  89. 89. 89 The regular cinema visitor is more male and are younger than the non- regular cinema visitor. Both groups do have a higher social class. 52% 49% Profile regular cinema visitor* Source: NOM Print & Doelgroep Monitor 2014 I – 2014 II, base: total NL 13+ (N=21,160) | * Cinema visitor is defined as some who visits at least once a month a cinema, non-regular visitor are people who visit cinema less then once a month. Profile non-regular cinema visitor* 5% 32% 20% 18% 15% 10% 13-14 (index 168) 15-24 (index 224) 25-34 (index (141) 35-49 (index 70) 50-64 (index 65) 65+ (index 50) Social class % Index A 31% 165 B1 33% 102 B2 17% 83 C 16% 67 D 3% 68 Social class % Index A 21% 110 B1 35% 110 B2 22% 108 C 20% 82 D 2% 49 47% 53% 4% 18% 17% 31% 21% 9% 13-14 (index 135) 15-24 (index 124) 25-34 (index (121) 35-49 (index 120) 50-64 (index 89) 65+ (index 49)
  90. 90. 90 For both Q1 and Q2 2015 the age group 16-23 has the highest reach Source: Stichting Filmonderzoek, Dashboard Bioscoopbezoek eerste half jaar 2015 46% 45% 55% 41% 37% 34% 28% 20% 34% 37% 55% 37% 31% 26% 19% 14% 0% 10% 20% 30% 40% 50% 60% 6-11 12-15 16-23 24-29 30-39 40-54 55-64 65+ Cinema reach per quarter Q1 2015 Q2 2015
  91. 91. 91 Listening
  92. 92. 92 MCP: Listening Consumers´ listening patterns are also rapidly changing. New players such as Spotify have entered the market and are changing the way consumers experience music. The availability of music and radio via multiple devices further impacts how people experience listening to music and radio.
  93. 93. 93 Trends and developments I Apple has launched their own streaming provider called Apple Music. The service can only be used with Apple devices for €10 per month. Apple is trying to distinguish itself by giving good music suggestions. Facebook wants to distinguish itself by a system in which the company pays royalties to artists and labels in exchange for the video clips. Besides the platform for music videos they will launch streaming service that has to compete with Spotify and Apple Music. Source: http://www.nu.nl/reviews/4080476/eerste-indruk-apple-music-gaat-van-fascinerend-frustrerend.html | http://www.dutchcowboys.nl/online/ook-facebook-werkt-aan-eigen- streaming-muziekdienst | http://www.emerce.nl/nieuws/weinig-nederlanders-betalen-spotify
  94. 94. 94 Trends and developments II The current broadcasting licenses of commercial radio for broadcasting via FM and DAB+ expire in 2020. The government will assign new licenses by auction. Radio stations who wants to broadcast on FM, also has to broadcast through DAB+. Since 2015 also DAB+ licenses without FM licenses are sold by the government. Compared to other European countries, the Netherlands have the fastest role of digital radio DAB+. The media exchange is an independent trading platform for real-time program tic buying of radio spots at theme stations (e.g. 538 dance department, Sky radio lounge, etc). The Media Exchange support real time buying for radio spots the way online display advertising is bought. Participating radio stations are online theme stations of: 538 Groep, Sky Radio Group, Q- music, Radio 10, 100%NL, Arrow Caz, RTL Lounge, Soul Radio, Candlelight, Slam!FM, DeepFM, BNR Nieuwsradio, Brute Beats, 18 Hits en Gooisch music. Source: http://www.themediaexchange.nl/?mc_cid=b905d536f1&mc_eid=5ced93674c | http://radio.nl/807298/veiling-van-radiofrequenties-wat-gaat-er-gebeuren
  95. 95. 95 Dutch radio stations, with advertising possibilities (I/II) STER One Media Sales Sky Radio Group Q-Music NL FD Mediagroep Source: retriever.nl, August 2015 | http://www.nrc.nl/nieuws/2015/03/05/npo-radio-6-stopt-per-1-januari-met-uitzenden/ Radio 6 will stop 1 January 2016 because of budget cuts
  96. 96. 96 Dutch radio stations, with advertising possibilities (II/II) Flux Media Factory Groot Nieuws Radio Traffic Radio FunX 115 regional stations 23 online stations 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, August 2015
  97. 97. 97 Both Radio538 and Q-music have increased their market share. While Sky Radio and 3FM have decreased market share. After the enormous increase in market share in December for Radio2, share is back to normal (around 8%). Source: NLO, based on audience of 10+, Note: % is Avg Dec’14-May‘15 vs Jun-Jul‘15 0% 5% 10% 15% Market share (%) Dec'14-Jan'15 Feb-Mar 2015 Apr-May 2015 Jun- Jul 2015 + 5% +15% -4%-7% + 6% + 13% DJ´s Coen and Sander have left 3FM and moved to Radio 538. Also Gerard Ekdom moved from 3FM to radio 2
  98. 98. 98 The three biggest radio stations by advertising revenue are Radio 538, Sky Radio and Q-Music. Radio 538 and Sky Radio both had a increase in revenue in Q1-Q2 2015. 0 10 20 30 40 50 60 70 80 90 MediaSpendperStation(inMillions) Q1 - Q2 2014 Q1 - Q2 2015+12% +20% -1% +164% +3% Source: Nielsen, Q1 2014 – Q2 2015, Data run off on 18 August 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  99. 99. 99 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000 100,000 January February March April May June July August September October November December GrossmediaspendX1000 2013 2014 2015 Although the spend levels for Radio differ within the years, there seem to be clear seasonality influences. From January to June spending slowly increase. After a dip in the summer period, the radio spending increase to their maximum in Q4 (due to multiple top-lists and Christmas actions at the end of the year). Some Radio vendors uses monthly indices to reflect the seasonality influences in their rate card. Seasonality spend influences for radio Source: Nielsen, 2013 -2015, Data run off on 18 August 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  100. 100. 100 No. Brand Category Gross spend in € Q2 2015 1 Renault Automotive € 4.158.871 2 KPN Telecom € 4.096.390 3 Volkswagen Automotive € 3.805.084 4 Rabobank Finance € 3.528.859 5 ZIGGO Telecom € 3.289.572 6 Lidl Retail € 3.249.412 7 Kruidvat Retail € 3.216.826 8 Vodafone Telecom € 2.607.510 9 Staatsloterij Lottery € 2.357.236 10 Citroën Automotive € 2.224.095 When looking at individual brand level in Radio advertising, Renault comes out on top followed by KPN and Volkswagen. Overall, Telecom and Automotive dominate the top 10 radio spend with both 3 brands. Source: Nielsen, Q2 2015, data run off on 18 August 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  101. 101. 101 For the older audience there is some clutter, mostly for the public stations. A young and more female station is missing in the radio landscape. Source: NLO, 2015 (jan-juni), based on 13+ Young Male Female Old
  102. 102. 102 Desktop and laptop getting less popular for radio usage. Mobile phone and SettopBox show an increasing trend as device for listening to radio. Source: Trends in Digital Media 2014, GfK Intomart, June 2015, base: online population 13+ (N=1,258) *Claims to listen radio via device 0% 5% 10% 15% 20% 25% 30% 35% June '12 Dec '12 June '13 Dec '13 June '13 Dec '14 Juni '15 %Agreetolistenviadevice Digital radio listening* Desktop Laptop Smartphone Tablet SettopBox Streaming- network audioplayer
  103. 103. 103 Most time spend online radio via Desktop, followed by Digital TV and laptop. Radio station apps getting popular, although Spotify is way ahead. No big difference between app download for Phone or Tablet. Source: Trends in Digital Media, GfK Intomart, June 2015, base: All (n=1258) 0% 5% 10% 15% 20% 25% Spotify Radio 538 NPO 3FM Q-music Nederland.fm NPO radio 2 NPO radio 1 Sky Radio 100%NL Radio Veronica NPO radio 4 Radio Apps (downloaded) Tablet (n=810) Smartphone (n=1036) 82 81 53 45 27 11 0 50 100 150 200 250 300 350 Average minutes per week Desktop Digitale TV Laptop Streaming-/network player Smartphone Tablet Source: Trends in Digital Media, GfK Intomart, June 2015, base: owners of tablet and/or smartphone
  104. 104. 104 Streaming music Application-based (laptop & smartphone) music streaming service. 6,8 million free users (1.7 million monthly active). Only 7% of the Dutch are paying for the music streaming provider Spotify. Part of the paid versions are offered through agreements with KPN and T- mobile. Reach Q2 2015 24,9% An audio platform that enables sound creators to upload, record, promote and share their originally-created sounds. Reach Q2 2015 6,8% Web-based music streaming service. Also available on smartphone (partner with telecom provider T-Mobile) Spot advertising within playlist possible. Reach Q2 2015 2,7% 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 Q2 2015 0,1% Source: Spotify | DAM Q2 2015 (TA 13+ N=1,091), Average monthly reach | Device ownership Spotify - Trends in Digital Media, GfK Intomart, Dec 2014, base: online population 13+ who own a tablet and/or smartphone AND have al least one app
  105. 105. 105 Reading
  106. 106. 106 MCP: Reading Reading is slowly shifting from paper to (online) screens. More and more people are reading newspapers on their tablet or mobile phone. Increasingly, news content is being accessed via free news sites or apps. These new possibilities to get news and read magazines are dramatically changing the experience of reading.
  107. 107. 107 Trends & developments – I On 11-12-2014 Wegener and De Persgroep announced they will merge together in one company called: De Persgroep Nederland. More news media are putting up a online paywall on their website. This means you have to pay to see most of the content. NRC is the latest newspaper that has implemented this, starting September 2015. So far the big Dutch news media who use a paywall are Nederlands Dagblad, De Volkskrant, Trouw (partly), De Correspondent and Blendle. In March 2015 RTL Ventures (part of RTL Nederland) announced to become a participant in Reclamefolder.nl for 34.8%. Reclamefolder.nl is the largest platform for mobile advertisement leaflets and sale discounts in the Netherlands. In 2014 Reclamefolder.nl was ranked 3rd for most used e- commerce apps in the Netherlands Source: http://www.adformatie.nl/nieuws/acm-de- persgroep-mag-wegener-overnemen Recently this year ACM approved the merger, after complaints from NRC Media about De Persgroep Nederland being too dominant Source: http://fonkonline.nl/media-nieuws/reclamefoldernl- deels-in-handen-van-rtl-ventures-(31060).html Source: http: //allnative.net/scriptie/1-kranten/ | http://www.denieuwereporter.nl/2015/03/nrc-nl-gaat-in- september-achter-een-paywall/
  108. 108. 108 Trends & developments – II The Folder vakprijs of 2015 has been won by Lidl. This award is based on innovation, stimulating action, distinctive, eye-catching, creativity and brand building but also the overall communication mix. The new app PAPER is a daily online magazine that offers the best of de Volkskrant, Trouw, Algemeen Dagblad, Het Parool, De Morgen and the regional newspapers of de Persgroep for €5,95 per month. Source: http://www.distrifood.nl/formules/nieuws/2015/5/lidl-wint-folder-vakprijs-2015-10191167 | http://www.adformatie.nl/nieuws/barbara-van-beukering-lanceert-paper
  109. 109. 109 Trends & developments – III Chief editor Sjuul Paradijs has stepped down immediately at De Telegraaf. The reason for the departure is probably a conflict between the editorial staff and the directors of the newspaper about a reorganization of the company. Telegraaf Media Group has difficulties for years now. Last year, the company suffered a loss of 38 million euros. NRC-Q is the new business news site of NRC. NRC Q talks about companies, the business world, your career and combining work and private spheres. All this news is made for your mobile phone and tablet. For unlimited access to their documents and archives you can become a member and pay 8 euros per month. The current editorial office of Nrc.next will cease to exist. One major editorial office of NRC will make a morning and an evening paper. With this new approach, NRC will compete with other morning papers. Nrc.next was launched in 2006 and had a young audience as target group in mind. http://nos.nl/artikel/2036251-hoofdredacteur-weg-bij-de-telegraaf.html | http://www.nrc.nl/hoofdredacteur/2014/04/29/nrc-q-nieuwe-zakelijke-nieuwssite-voor-mensen- met-haast/ | https://www.villamedia.nl/artikel/nrc.next-houdt-op-te-bestaan-in-huidige-vorm
  110. 110. 110 Blendle is a platform for quality content. For a small fee subscribers are one click away to buy articles from several newspapers and magazines. It is steadily growing in paying costumers and page visits. They have 260,000 registered users of which 57,000 have paid and is monthly active. In April, Blendle has added international news papers as The New York Times, The Wall Street Journal and The Washington Post. On 14th September, Blendle will be launched in Germany. Source: http://www.nu.nl/media/3913043/blendle-krijgt-3-miljoen-van-new-york-times-en-axel-springer.html; http://tweakers.net/nieuws/102770/blendle-heeft-57000-actieve- gebruikers.html New media development: pay-per-article
  111. 111. 111 Newspapers print circulation keeps decreasing (-12% 2014 vs 2013) 0 500 1,000 1,500 2,000 2,500 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 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 not include a newspaper’s regular website or mobile site (Digital only replica and Digital only non-replica). E-paper is no longer measured in 2014.
  112. 112. 112Source: HOI, audited circulation figures. Based on print only (all paid-for and free-of-charge circulation) Title Total free circulation 2014 Total paid circulation 2014 Total other circulation 2014 Total circulation 2014 De Telegraaf 23,670 455,927 33,780 513,377 AD 35,948 347,419 13,569 396,936 Metro 0 0 388,002 388,002 De Volkskrant 32,597 220,091 11,486 264,174 NRC Handelsblad 7,537 156,886 5,050 169,473 Dagblad De Limburger (combinatie) 3,567 135,169 2,588 141,324 De Gelderlander 4,292 114,516 3,547 122,355 Noordhollands Dagblad 1,872 105,018 3,185 110,075 Dagblad van het Noorden 1,000 100,307 5,778 107,085 De Stentor 3,764 99,375 3,017 106,156 Total 1,734,708 114,247 470,002 2,318,957 De Telegraaf has the highest total circulation in 2014
  113. 113. 113 Online reach of news site Nu.nl is bigger than websites of traditional print papers No. Top 10 online News brands Reach (%) Reach (‘000) # Visits (‘000) Frequency 1 Nu.nl 47,6 6,735 144.662 21,5 2 Telegraaf 34,7 4,908 70.628 14,4 3 NOS.nl 36,4 5,154 128.088 24,9 4 AD 32,3 4,565 68.654 15 5 RTL nieuws 19,7 2,785 21.170 7,6 6 De Volkskrant 11,3 1,605 10.163 6,3 7 NRC 10 1,408 6.141 4,4 8 Metro 7,7 1,086 2.593 2,4 9 Trouw 5,6 788 3.200 4,1 10 Parool 4 563 1.890 3,4 Source: DAM, All platforms 1/4/2015 – 21/06/2015, TA: 13+ (Since iOS8 Apple users are excluded from DAM, DAM is working on a solution)
  114. 114. 114 - 20 40 60 80 100 120 140 January February March April May June July August September Oktober November December Mediaspend(inMillions) 2013 2014 2015 In the summer period there is a small decrease in spend. Spend also increases leading up to the Christmas season. Source: Nielsen, 2013 -2015, data run off on 18 August 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  115. 115. 115 No. Brand Category Gross spend in € Q2 2015 1 Kras Reizen Travel € 11,773,805 2 NRC* Media € 9,996,499 3 Corendon Travel € 6,320,879 4 Molenaar Health € 6,227,457 5 Stip Reizen Travel € 5,929,916 6 Bel & Win RVG Lottery € 5,788,378 7 Aldi Retail € 5,499,768 8 KPN Telecom € 5,494,061 9 Effeweg.nl Travel € 3,613,016 10 Hollands Nieuwe Telecom € 3,221,348 When looking at media spend on an individual brand level, Kras comes out on top followed by NRC and Corendon Source: Nielsen, 2015, data run off on 18 August 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded) *NRC brand consists of all media of NRC. Most ads are for their own newspapers
  116. 116. 116 Telegraaf and Brabant Combinatie stay on top and increase in spend compared to Q1-Q2 2014. Local daily newspapers are well represented. 0 20 40 60 80 100 120 140 Mediaspend(inmillions) Q1-Q2 2014 Q1-Q2 2015 +13% -31% +85% -43% In the spring of 2015 a new local news medium is launched called e52 (online and paper). This started in Tilburg but is set out to become a local medium for cities around the Netherlands. Source: Nielsen, 2014 – 2015, data run off on 18 August 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  117. 117. 117 Since 1 October 2014, only 1 free sheet is left: de Spits has been integrated in the Metro, it remains in the ownership of Telegraaf Media Title Media owner / Publishing house Sales house Distribution Metro Telegraaf Media Nederland / Landelijke Media B.V. Telegraaf Media Nederland National distribution & special editions in Amsterdam, The Hague, Rotterdam
  118. 118. 118 Both tablet and mobile are more and more popular for reading newspapers. All digital platforms are most used on daily level. 0% 5% 10% 15% Less than once a month Once a month Once every two weeks Once a week 2-3 days a week 4-5 days a week 6-7 days a week Pc/Laptop Mobile Tablet 36% 17% 15% 38% 20% 20% 36% 21% 23% 35% 22% 24% Pc/Laptop Mobile Tablet NPDM 2012 II - 2013 I NPDM 2013 I - 2013 II NPDM 2013 II - 2014 I NPDM 2014 I - 2014 II Source: NPDM releases: 2012 II – 2013 I to 2014 I – 2014 II, base: total NL 13+Source: NPDM releases: 2014 I– 2014 II, base: total NL 13+ Digital use of newspapers
  119. 119. 119 Small increase in magazine circulation (+1% YoY); Family & celebrity show large increase due to introduction of ‘Alles voor’, a collaboration between Bol.com and AH. 0 1000 2000 3000 4000 5000 6000 7000 2009 2010 2011 2012 2013 2014 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 Source: HOI, audited circulation figures. Based on all paid-for and free-of-charge circulation.
  120. 120. 120 Sponsored magazines have the highest circulation. Kampioen has the highest total circulation in `2014. Source: HOI, audited circulation figures. Based on all paid-for and free-of-charge circulation. Title Total free circulation 2014 Total paid circulation 2014 Total other circulation 2014 Total circulation 2014 Kampioen 0 3,537,771 0 3,537,771 AllesVoor 0 0 2,252,030 2,252,030 Allerhande 0 0 2,119,594 2,119,594 Boodschappen 0 0 1,967,494 1,967,494 Eigen Huis magazine 0 704,651 0 704,651 Vrouw 600,411 0 19,677 620,088 Zorgbelang 1,771 0 506,671 508,442 Veronica Magazine 749 470,145 184 471,078 Villa d'Arte 217 368,391 429 369,037 Libelle 1,083 347,466 2,306 350,855 Total 604,231 5,428,424 6,868,385 12,901,040
  121. 121. 121Source: NOM Print & Doelgroep Monitor 2014- I 2014- II, base: total NL 13+ (N=21,160) Women’s, family & celebrity titles have highest reach Top 10 magazine titles in terms of audience reach Publication type Average issue reach amongst NL 13+ (in ‘000s) Average issue reach amongst NL13+ (%) Kampioen Family/celebrity 5,238 39,2 Allerhande Sponsored 4,210 31,5 Libelle Women’s 1,815 13,6 Donald Duck Kids/youth 1,526 11,4 Veronica TV listings 1,502 11,3 Margriet Women’s 1.286 9,0 Vrouw Women’s 1.191 8,9 LINDA. Women’s 1.180 8,8 Privé Family/celebrity 1.154 8,6 Quest Science 1.072 8,0
  122. 122. 122 - 10,000 20,000 30,000 40,000 50,000 January February March April May June July August September Oktober November December GrossmediaspendX1000 2013 2014 2015 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. Source: Nielsen, 2013 -2015, data run off on 19 August 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  123. 123. 123 No. Brand Category Gross spend in € Q2 2015 1 Hollands Nieuwe Telecom € 1,675,490 2 Molenaar Health € 1,418,449 3 Elsevier* Media € 1,364,590 4 ANWB Transport € 1,038,398 5 Voordeeluitjes Travel € 1,015,903 6 Vrouwonline Media € 940,032 7 Andrelon FMCG € 921,874 8 Lipton FMCG € 853,317 9 Sanoma* Media € 852,791 10 Stella FMCG € 793,091 When looking at individual brand level in Magazines advertising, Hollands Nieuwe comes out on top followed by Molenaar and Elsevier Source: Nielsen, 2015, data run off on 18 August 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded) *Sanoma brand consists of all media of Sanoma. Most ads are for their own magazines *Elsevier brand consists of all media of Sanoma. Most ads are for their own magazines
  124. 124. 124 Despite a decrease in advertising revenue, Allerhande is still on top in 1HY 2015 0 2 4 6 8 10 12 14 16 18 Mediaspend(inmillions) Q1-Q2 2014 Q1-Q2 2015 -10% +14% -15% 6% -15%-7% 12% Source: Nielsen, 2014 – 2015, data run off on 18 August 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  125. 125. 125 No high usage of magazines via digital platforms yet. PC/Laptop most popular and also most often used 12% 4% 6% 13% 5% 8% 12% 5% 8% 11% 5% 9% Pc/Laptop Mobile Tablet NPDM 2012 II - 2013 I NPDM 2013 I - 2013 II NPDM 2013 II - 2014 I NPDM 2014 I - 2014 II Source: NPDM releases: 2012 II – 2013 I to 2014 I – 2014 II, base: total NL 13+ 0% 1% 2% 3% Less than once a month Once a month Once every two weeks Once a week2-3 days a week 4-5 days a week 6-7 days a week Pc/Laptop Mobile Tablet Digital use of magazines Source: NPDM releases: 2014 I – 2014 II, base: total NL 13+
  126. 126. 126 Printed doordrops have a higher reach than printed doordrops 48% 79% 64% 71% 55% 24% 43% 64% 5% 16% 10% 12% 8% 3% 4% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% % Reach doordrops print – digital Reach % - Print Reach % - Digital Source: NOM folder monitor 2013 | NOM Huis-aan-huis bladen monitor 2014 # Title Reach % 1 Wegener Media 43,8% 2 Holland media combinatie 14,5% 3 Totaal Zuid Holland 9,9% 4 A&C Media 8,2% 5 NDC mediagroep 7,6% Top 5 Door-to-door papers All door-to-door papers have a reach of 61,8% in the Netherlands
  127. 127. 127 Communicating
  128. 128. 128 MCP: Communicating Human beings are a social species, with communication taking place throughout the day. Face-to-face interaction won´t disappear anytime yet but the younger generations don’t differentiate so much anymore between online/offline communications. The social experience around communication is changing as communicating via Facebook Messenger, WhatsApp, Snapchat and the like is getting more and more accepted.
  129. 129. 129 Social media
  130. 130. 130 Trends and developments – I Calling through messenger apps: Messenger apps are now also used to call. 12% already uses a messenger app (i.e. Whatsapp; Facebook Messenger) and this number keeps growing. AdBlock on Mobile: The company of Shine has developed an app that blocks out all advertisement on mobile. Question is how this will effect the mobile ad market. Mixed reactions are heard from publishers. Snapchat: Snapchat is the fastest growing social network at the moment. The network has 200 million monthly users and 100 million people are using Snapchat daily: together they are sending 400 million snapchats a day. Source: http://www.emerce.nl/nieuws/bellen-via-berichtenapp-gemeengoed | http://www.emerce.nl/nieuws/infographic-fenomenale-groei-snapchat
  131. 131. 131 Trends and developments – II 0% 10% 20% 30% 40% 50% 60% Total 18-24 25-34 35-44 45-54 55-64 Using services such as AdBlock in the past month Q3 - 2014 Q4- 2014 Q1- 2015 Q2- 2015 Source: GlobalWebIndex, 2015, Base Internet Users NL16+ (N=761) A clear uplift in the younger age groups when it come to the use of AdBlocker.
  132. 132. 132 Trends and developments III - Facebook users 51,3% of all the internet users are using Facebook The Netherlands have the highest penetration of mobile phone Facebook users (89,3%) 157,5 Million people worldwide are using Facebook Source: http://www.emarketer.com/articles/results.aspx?q=North%20America, Q2 2015
  133. 133. 133Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+ Facebook seems to have plateaued at very high level. YouTube is a (stable) second network in terms of claimed usage. Google+ is rising significantly in claimed usage. Do you use the social media listed below? In Europe, Facebook has the highest mobile penetration in the Netherlands (89,3%)
  134. 134. 134 Facebook and YouTube are most used platforms in the year 2014 Main platforms: 2.8 million Dutch people use Twitter, 1 million use it daily 3.8 million Dutch people use LinkedIn, 0.4 million use it daily 3.9 million Dutch people use Google+, 1.3 million use it daily 6.8 million Dutch people use Youtube, 1.2 million use it daily 9.4 million Dutch people use Facebook, 6.6 million use it daily Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+ 0.1 million Dutch people use WeChat, 28.0000 use it daily 1.6 million Dutch people use Pinterest, 261.000 use it daily 1.8 million Dutch people use Instagram, 722.000 use it daily 0.1 million Dutch people use Foursquar e, 31.000 use it daily 0.3 million Dutch people use Tumblr, 125.000 use it daily 0.8 million Dutch people use Snapchat, 320.000 use it daily Upcoming platforms:
  135. 135. 135 Snapchat is used mainly by the new generation (gen Z) (55% 13-19) 11 13 16 8 11 10 20 55 24 27 29 29 30 23 34 32 28 28 31 30 33 31 26 9 24 23 19 24 20 24 15 3 13 9 5 9 7 12 6 Facebook Twitter Instagram Linkedin Pinterest Google+ Tumblr Snapchat Age distribution of social networking sites in NL 65+ 50-64 35-49 20-34 13-19 Source: DAM, Q2 2015, 13+ (Since iOS8 some apple users are excluded from DDMM, they are working on a solution)
  136. 136. 136 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Age 16-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Active users monthly Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Only in the age category 45-54 Facebook realized an increase in account ownership. In active monthly users on Facebook the trend in Q2 was mainly upward. Although the overall trend for the 25-34 and 45-54 groups is decreasing. Overall the Facebook activity seems to stabilize around 40% for the NL market. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Account ownership Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Source: GlobalWebIndex, 2015, Base Internet Users NL18+ Active user ‘Have done in the past month’
  137. 137. 137 0% 10% 20% 30% 40% 50% 60% Total Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Account ownership Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Account ownership and active users of Twitter is declining for all age groups except for 35-44. At age group 55-64 there seems to be an increase in Twitter activity. Source: GlobalWebIndex, 2015, Base Internet Users NL18+, Active user ‘Have done in the past month’ 0% 10% 20% 30% 40% 50% 60% Total Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Active users monthly Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015
  138. 138. 138 Account ownership of Instagram is high for the younger age groups (18-24). Active users seems stable over time, with a small increase of activities for the 35-54 group. 0% 5% 10% 15% 20% 25% 30% 35% 40% Total Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Account ownership Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Source: GlobalWebIndex, 2015, Base Internet Users NL18+, Active user ‘Have done in the past month 0% 5% 10% 15% 20% 25% 30% 35% 40% Total Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Active users monthly Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015
  139. 139. 139 Account ownership for YouTube seems stable. For active users, there is a increase in Q2 2015 for age groups 25-54. Only in the 55-64 age group, there is a decrease in YouTube activity. 0% 10% 20% 30% 40% 50% 60% 70% 80% Total Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Account ownership Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Source: GlobalWebIndex, 2015, Base Internet Users NL18+ Active user ‘Have done in the past month 0% 10% 20% 30% 40% 50% 60% 70% 80% Total Age 18-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Active users monthly Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015
  140. 140. 140 Social Media users in the Netherlands: All layers of society use Social Media, but privacy concerns are still an issue 66% is worried about their data being sold 59% is worried about their data in general 58% doesn’t know if they can trust social media 13% has a lot of trust in social media Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+
  141. 141. 141 Worries about privacy have increased among users under 40 while they have decreased among older users. People are least worried about government collecting their data. 45% 42% 47% 28% Online privacy worries 2014 Phishing Identity fraud Companies collecting data Government collecting data 52% 68% 66% 60% 52% 60% 71% 70% 58% 47% 0% 10% 20% 30% 40% 50% 60% 70% 80% 80+ 65-79 40-64 20-39 15-19 Worries about privacy 2014 2015 Source: Ruigrok NetPanel, Whats happening online 2014, n=1.660 15+
  142. 142. 142 Social TV buzz is booming, Starcom uses Echo Listening Tool to analyze social media buzz. SPOT introduced Social TV Ratings to count tweets around TV content. Source: http://spot.nl/publicaties/gfk-twitter-tv-ratings, Q2 2015 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 No. Date Title Channel Twitter Reach Tweets 1 19-5-2015 Eurovisie Songfestival Halve Finale NPO 1 476.464 185.090 2 23-5-2015 Eurovisie Songfestival Finale NPO 1 346.002 121.189 3 2-4-2015 The Passion 2015 NPO 1 313.431 34.494 4 9-4-2015 3FM Awards NPO 3 221.013 5.105 5 30-3-2015 De Wereld Draait Door NPO 1 195.825 1.087 6 11-4-2015 The Voice Kids RTL 4 164.558 6.675 7 19-5-2015 De Wereld Draait Door NPO 1 156.023 3.376 8 27-4-2015 Radar NPO 1 114.613 2.201 9 5-5-2015 70 jaar bevrijding: 5 mei concert NPO 1 113.456 2.616 10 10-6-2015 Friends for War Child NPO 1 95.383 1.505
  143. 143. 143 Surfing online
  144. 144. 144 Trends and developments – I Cookie Law European study suggest new cookie law in European Union. The stated objectives are not met with the current laws and a new revision is again needed. A new European commission will start in September 2015 to see what needs to be changed. Fraudulent apps A new phenomenon in apps are fraudulent apps. These apps will generate a lot more advertisement than ‘normal’ apps. So people don’t see the advertisement but mobile advertisers still pay for advertising. So these apps create extra waste numbers for mobile advertising and is costing the user extra data usage. Microsoft stops with advertising Microsoft steps out of their advertising activities in order to focus on their core business. The Benelux market goes to AppNexus. Source: http://www.emerce.nl/achtergrond/europese-commissie-cookiewet-moet-weer-schop; http://www.emerce.nl/nieuws/zeker-5000-apps-frauderen-advertenties; http://www.emerce.nl/nieuws/microsoft-stapt-uit-advertentiemarkt-appnexus-neemt-benelux
  145. 145. 145 Trends and developments-II DMA Institute is an innovative and leading international digital media auditing and quality assurance service. Empowering digital leaders and global organizations in “Assessing The True Value Of Digital Media’’. With DMA you can measure the time ads are visible, which audience has seen the ad and which sites and placements provided conversions for the brand. DMA Institute is starting with a certifying process in which partners of DMA-I can earn certification after extensive workshops, benchmarking and case-building. Starcom Netherlands is the first media agency to start with the certification process. Source: http://www.adformatie.nl/nieuws/dma-institute-begint-met-certificeren
  146. 146. 146 The vieuwability of ads still is a problem regarding Integral Ad Science, due to DMA Starcom is able to optimize vieuwability. With great results! Viewability* comparison 49% 45% 47% 47% 44% 58% 58% 61% 66% 62% 40% 45% 50% 55% 60% 65% 70% Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Integral Ad Science Starcom NL Viewability* stats 3 most used formats 63% 67% 64% 60% 60% 59% 62% 63% 59% 49% 44% 44% 54% 48% 48% 62% 57% 58% 40% 45% 50% 55% 60% 65% 70% Q4 2014 Q1 2015 Q2 2015 Leaderboard Starcom NL Medium Rectangle Starcom NL Skyscraper Starcom NL Leaderboard IAS Medium Rectangle IAS Skyscraper IAS Source: Integral-Ad-Science reports Q2 2014 - Q2 2015; DMA viewability Benchmark stats Starcom NL; *Viewability as IAB standard: 50% of ad more than one second in view
  147. 147. 147 AOD Update Flash is no longer supported as the standard for advertisement. HTML 5 is the new standard for banners and video’s online because you don’t need any plug-ins and has same creatives for desktop as mobile devices. Pre-rolls are not fully clickable anymore on Youtube. Only the Url stays clickable. According to YT traffic will be of higher quality and click behavior is similar for desktop and mobile devices. Double-Click, the division of google that helps uploading ads on websites and measuring their performance, will start with cross-device measurement and native ads will be introduced for mobile. Source: AOD VIVAKI
  148. 148. 148 Digital ad formats I In 2014 IAB Europe introduced ‘Brand Builders’, a suite of six recommended brand advertising formats. Both static and dynamic (expandable) brand advertising formats are included in the suite to offer brand advertisers diversity in their campaigns. Static Advertising Formats: 1. 300x600 Halfpage (static) 2. 728x90 + 160x600 Wallpaper (static) 3. 728x410 Landscape (static, new dimension, 16:9 compatible) Dynamic Advertising Formats: 1. 300x250 → 728x410 Expandable Rectangle (float/slide 16:9) 2. 728x90 → 728x410 Expandable Leaderboard (float/slide,16:9 3. 160x600 → 300x600 Expandable Skyscraper (float/slide) Source: IAB, Brand Builders Ad Format Descriptions, pulled off 2nd September ‘15
  149. 149. 149 27% 14% 14% 36% 33% 14% 15% 37% 40% 14% 17% 38% 42% 14% 18% 38% 44% 15% 18% 38% 46% 17% 20% 41% Social Networks Buying/selling Streaming video Searching for info 2011 II - 2012 I 2012 I - 2012 II 2012 II - 2013 I 2013 I - 2013 II 2013 II - 2014 I 2014 I - 2014 II Over the last two years all online activities have shown an increase in usage. In the last half year all online activities showed an increase of at least 2%. Online activities done ‘often’ – across time Source: NPDM 2011-II 2012-I to NPDM 2014-I 2014-II
  150. 150. 150 Most activity on PC/Laptop. Mostly same activities at different platform, although popularity activities per platform differs. 12% 12% 12% 14% 14% 15% 16% 21% 25% 27% Made a phone call online Played an online game Searched for product or service to buy Used a webmail service Chatted to someone via an instant messenger Uploaded photos online Watched a video clip Checked the weather online Used internet banking Used a social networking service Top 10 - Mobile 22% 28% 32% 35% 39% 45% 48% 49% 49% 60% Chatted to someone via an instant messenger Used a webmail service Checked the weather online Uploaded photos online Searched for a product or service to buy Reviewed a product or brand online Used a social networking service Watched a video clip online Purchased a product online Used internet banking Top 10 - PC / Laptop 5% 6% 7% 7% 8% 8% 8% 9% 10% 10% Purchased a product online Listened to music on a music-straming service Used a webmail service Played an online game Searched for product or service to buy Watched a video clip Reviewed a product or brand online Checked the weather online Used internet banking Used a social networking service Top 10 - Tablet Source: GlobalWebIndex, 2015.Q2, Base Internet Users NL16+ (N= 651), Have done in the past month
  151. 151. 151 Online population is slightly more male, but on a global level Dutch women spend more time online than in most other countries. Internet penetration amongst 65+ and lower educated is steadily increasing. Internet penetration NL 2011 2012 2013 2014 Index (14/11) Male 90.1% 91.1% 92.2% 93.1% 103 Female 84.4% 86.7% 88.1% 88.3% 105 13-17 years old 100.0% 99.6% 98.9% 98.9% 99 18-24 years old 99.4% 97.6% 99.5% 98.9% 99 25-34 years old 98.2% 98.0% 98.8% 99.4% 101 35-49 years old 95.3% 97.8% 98.1% 97.6% 102 50-64 years old 86.9% 90.0% 92.1% 91.8% 106 65+ 55.0% 57.9% 61.2% 66.4% 121 Low education 62.7% 66.3% 70.5% 70.5% 112 Medium education 90.6% 92.5% 93.3% 93.9% 104 High education 96.7% 97.4% 97.7% 98.2% 102 Source: Media Standard Survey 2014 (N= 5,100)
  152. 152. 152 Mobile phone and tablet increase their popularity as a device to get online. Most people (75%) do have online access on a daily bases. 0% 25% 50% 75% 100% Online access in % 2012 I- 2012 II 2012 II - 2013 I 2013 I - 2013 II 2013 II - 2014 I 2014 I - 2014 II 75% 8% 5% 2% 0% 0% 0% 3% 1% 6% (Almost) daily 4-5 days a wk 2-3 days a wk Once a wk Once every 2 wks Once a month < once a month Never Don't know No access at home Online access - At home 9% 21% 10% 4% 1% 1% 1% 2% 1% 50% (Almost) daily 4-5 days a wk 2-3 days a wk Once a wk Once every 2 wks Once a month < once a month Never Don't know No access at work Online access - At work Source: NPDM 2014-I 2014-II, base: total NL 13+Source: NPDM 2011-II 2012-I to NPDM 2014-I 2014-II
  153. 153. 153 Online shopping keeps growing in revenue. Q1 2015 showed a 16% increase compared to Q1 2014. Especially toys have increased in revenue (+40%). 8,200 9,000 9,800 10,600 13,730 4,350 6 7 8 9 10 11 12 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 €billions Online home shopping spend People buying online +11% +10% +9% +8% +30% +16% tov Q1 2014 Top 5 branches with highest increase in online spend in Q1 2015 18% 20% 20% 33% 40% Travel Packages Plane tickets & accommodation Media & Entertainment Tickets for events & attractions Toys Online Source: Thuiswinkel Martkmonitor 2010 - Q1 2015
  154. 154. 154 On the go
  155. 155. 155 MCP: On the Go On average people spend one hour On the Go (on weekdays). Time spent On the Go is stable over the years although the moments that brands can get in contact with consumers while they are On the Go are increasing. This is mostly due to increased smartphone and mobile internet penetration, but also due to new and innovative digital OOH media solutions. Time spent On the Go is changing rapidly from a relatively boring ´getting from A to B´ chore to an enriched travel experience.
  156. 156. 156 Trends and developments I OOHA Media expand their business in April with a LED mast along the A15 highway. The LED mast is 12 by 9m. Since 2014 OOHA Media has LED masts along the A1, A2, A30, A73 and later this year along the A12. Source: http://www.adformatie.nl/nieuws/ooha-media-breidt-digitale-aanbod-uit-met-mast- langs-de-a15 Starting May JCDecaux will exploit the GVB trams in Amsterdam through public tendering. Stickers will be used as total view, meaning the advertisers will be visible all over the tram. Source: http://www.adformatie.nl/nieuws/jcdecaux-wint-aanbesteding-reclame-exploitatie- op-amsterdamse-trams http://www.marketingtribune.nl/media/nieuws/2015/08/[interview]-eric-kip-over-digital-ooh- en-exterion-media/index.xml Exterion Media is the first major outdoor vendor who launched Digital OOH. At the new premium location IJhal at Amsterdam Central Station they launched the 70 inch with partners Google , Coca -Cola, Amstel , T-Mobile and UPI. Exterion media has won the concessions for the region Haaglanden. Until 2020, Exterion has over 2,500 advertising spaces on 2m2 format in this region. The concessions for Utrecht are expected for a tender in 2016. http://www.retrievermedianieuws.nl/exterion-media-wint-haaglanden/
  157. 157. 157 Factsheet Outdoor II 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 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 OOHA Media Masts, LED masts Schiphol Media Big variety of media at Schiphol Airport Amsterdam OV Media & Triple Media Buses, A3 posters in buses Altermedia A3 posters indoor (cafes, bars, cinemas), taxis, sampling, car2go/cargohopper Boomerang Media Freecards Centercom Buitenreclame A0 posters Source: VivaKi, 3th September
  158. 158. 158 Radio and internet popular on the go via smartphones. TV not yet popular on the go. 94% 39% 43% 46% 6% 15% 6% 65% 62% 26% 3% 6% 98% 34% 10% 5% 4% 2% 4% Place of access by medium type Internet Radio TV Source: Media Standard Survey 2014 (n = 5,100), Base = Total NL 13+, (* location isn’t asked for each medium type)
  159. 159. 159 0% 10% 20% 30% 40% Share of gross media spend OOH 2011 2012 2013 2014 Q1-Q2 2014 Q1-Q2 2015 Total Spend 2011: € 415,235,318 Total Spend 2012: € 468,007,528 Total Spend 2013: € 477,697,912 Total Spend 2014: € 505,435,502 Total Spend Q1-Q2 2014: € 249,463,676 Total Spend Q1-Q2 2015: € 229,459,740 Others Outdoor market dominated by 4 main players: JCDecaux, ExterionMedia, Clear Channel and Interbest. Q1-Q2 2015 shows a decrease in spend compared to Q1-Q2 2014. Source: Nielsen, 2011 – 2015, data run off on 18 August 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  160. 160. 160 Total reach per vendor (based on all sides). Younger target audiences have somewhat higher reach. For shelters Exterion, JCDecaux and Clear Channel don’t differ much in reach. For billboards, JCDecaux has the highest reach. Source: BRO, August 2015, database version CAFAS 15.0 | Reach is based on total sights per vendor available in CAFAS. 68% 77% 78% 67% 63% 58% 73% 73% 75% 68% 62% 57% 66% 80% 81% 74% 69% 63% 23% 24% 24% 24% 22% 21% 0% 20% 40% 60% 80% 100% 13-75 13-29 20-34 35-49 50-64 65-75 Shelters Exterion (6,621 sides) JCDecaux (9,234 sides) Clear Channel (7,916 sides) MMD (649 sides) 30% 30% 32% 30% 28% 26% 39% 61% 64% 61% 56% 52% 59% 43% 45% 40% 37% 34% 12% 13% 14% 13% 12% 11% 0% 20% 40% 60% 80% 100% 13-75 13-29 20-34 35-49 50-64 65-75 Billboards Exterion (200 sides) JCDecaux (722 sides) Clear Channel (390 sides) MMD (146 sides)
  161. 161. 161 - 10,000 20,000 30,000 40,000 50,000 January February March April May June July August September October November December GrossmediaspendX1000 2011 2012 2013 2014 2015 No real seasonality influences. Although spend shows a small increase through the year. Despite there is no real seasonality influence, JCDecaux introduce season based indices. Source: Nielsen, 2011 – 2015, data run off on 18 August 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  162. 162. 162 McDonalds dominates the market of OOH spend, but on overall level, Telecom dominates, having 4 brands in the top 10 Source: Nielsen, 2015, data run off on 18 August 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded) No. Brand Category Gross spend in € Q2 2015 1 McDonalds Quick service restaurant € 4,926,414 2 Hema Retail € 3,210,300 3 KPN Telecom € 3,028,277 4 Samsung Telecom € 2,739,953 5 T-Mobile Telecom € 2,390,842 6 ZIGGO Telecom € 2,079,175 7 Q-Music Radio € 1,710,679 8 Coca Cola FMCG € 1,653,092 9 Lidl Retail € 1,596,358 10 Jumbo Supermarkten Retail € 1,363,885
  163. 163. 163 The digitalization of OOH offers many opportunities to interact with consumers Web enabled objects Interactive ad shells, like live video feed, digital screens or cameras. Digital Flagship Store or Online Shopping Ad shells With apps like Layar or QR codes consumers can directly buy products from stickers on a store or ad shell http://www.retrievermedianieuws.nl/centercom-heeft-vlakken-in-10-extra-winkelcentra-gedigitaliseerd/ Smartscreens The digital network of Centercom is growing fast. Centercom already has 26 shopping malls in their network. The advertising displays will be replaced by 350 SMARTscreens.
  164. 164. 164 Beacons – consumer interaction 2.0 At 250 locations in Alkmaar and Purmerend all outdoor objects are provided with beacons. Exterion Media has the largest Dutch Beacon network. Beacons are Bluetooth 4.0 channels which can be detected by iOS and Android apps. All interaction takes place via the app on the user’s phone. The supplier of the app has many opportunities to initiate actions that are focused on place, time and the profile of the app user. In 2013, Apple launched their own iBeacon system. Google has now launched their own Beacon ‘game changer’ in 2015, called EddyStone. It makes the deployment of beacons unprecedentedly simple and efficient. Source:http://www.adformatie.nl/nieuws/exterion-media-rolt-beacon-netwerk-uit | http://www.adformatie.nl/blog/eddystone-maakt-integratie-van-beacons-marketingmix-tot-kinderspel
  165. 165. 165 Digital sites Source: Vivaki Exchange new in 2014 Amsterdam Rembrandtplein Ziggo Dome Digitale mast The Wow Strijkijzer Den Haag Schiphol Astrovision SMARTscreens
  166. 166. 166 Street shelter (6-sheet)Mast Billboard (48-sheet 96-sheet) Standard formats
  167. 167. 167 Aerial advertisingA0 Sampling Alternative formats I
  168. 168. 168 Alternative formats II Public transport Street objects Toilet advertising
  169. 169. 169 MAAIKE DE VRIES Senior Insights & Data Manager 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! SANDER GEERLING Insights & Data Consultant sander.geerling@starcom.nl WOUTER MARTENS Data & Business Solutions Consultant wouter.martens@starcom.nl
  170. 170. 170 Appendix
  171. 171. 171 TV audience measurement I ‘Stichting KijkOnderzoek’ (SKO) is the primary provider of the official television audience ratings in the Netherlands. SKO is a non-profit organization, organized as a Joint Industry Committee (JIC). Use of Media Standard Survey for weighting The television audience measurement provides information on how many people watched a program, when they watch and what their characteristics are. Viewing data is collected second-by-second by means of a metering system that is installed at 1,250 house holds (2,750 persons) which is represented for the Netherlands. Source: www.kijkonderzoek.nl, 2nd of July 2014 Ratings are reported minute-by-minute for channels received in the Netherlands independent of the way their signal is distributed.

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