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Dutch media landscape 2015 Q3 update 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 Q3 update by Starcom

  1. 1. 1 Dutch media landscape Starcom NL Q3 2015 UPDATE
  2. 2. 2 Our 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. The number of households has grown with 8% since 2005, mostly due to the increasing number of single person households (+17%). After years of recession, disposable HH income has again increased in 2013 and 2014. 2.449 2.868 4.642 4.797 2,27 2,19 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 2015 Q1-Q3 Averageno.peopleinHH #HH(in‘000s) Household (HH) size Single person household Multiple person household Average no. of people in HH Source: CBS, Statline, Q3 2015. 16.306 16.926 16.000 16.100 16.200 16.300 16.400 16.500 16.600 16.700 16.800 16.900 17.000 Duizenden 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 34,2 25 30 35 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014€(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 2015Okt Difference%positivevsnegativeanswers Dutch consumer confidence In the first half year of 2015 consumer confidence showed a positive level for the first time since 2007. Dutch consumer confidence is still below global average, however within Europe the Netherlands is the fourth most confident country. Source: CBS, Statline, Q3 2015 Source: Nielsen Consumer Confidence, Q3 2015 Consumer confidence worldwide – Q3 2015
  7. 7. 7 The effects of the difficult economic climate are still being felt, but first signs of recovery are evident. In 2014, 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, Newspapers, Door Drops, Direct Mail
  18. 18. 18 Media spend Q1-3 2015 5% less compared to Q1-3 2014, driven by less (registered) spend behind online display and direct mail. 0 1.000 2.000 3.000 4.000 5.000 6.000 7.000 8.000 €millions Gross media spend -5% YoY +3% YoY -3% YoY +0% YoY +2% YoY-2% YoY Source: Nielsen, 2009 – 2015, data until 30/09/2015
  19. 19. 19 Newspaper, radio and cinema all had a larger spend in Q1-Q3 2015 than Q1-Q3 2014. OOH and radio have shown consistent increases over the last few years, whilst DM and consumer mags show a downwards trend. 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-Q3 2014 Q1-Q3 2015 Source: Nielsen, 2011-2015, data until 30/09/2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  20. 20. 20 TV still claims the largest share of gross media spend overall. Increase in share of spend of TV, radio and newspapers in Q1-Q3 2015. 15% 17% 16% 16% 16% 17% 9% 6% 7% 6% 6% 3% 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% 50% 53% 1% 1% 1% 1% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2011 2012 2013 2014 Q1 - Q3 2014 Q1 - Q3 2015 Media mix Trade Press TV Radio Consumer Magazines Out Of Home Door Drops Internet (Online Display) Direct Mail Newspapers Cinema Source: Nielsen, 2011-2015, data until 30/09/2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  21. 21. 21 Total net spend increased by 1.9% in 2014 (vs 2013). Internet has a bigger share than audio-visual media and the difference is getting bigger. 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 online advertising. Due to 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 Q3 are mainly dominated by telecom and retail No. Advertiser Category Gross spend Q3 2015 1 Vodafone Telecom € 20,619,474 2 Kruidvat Retail € 19,717,115 3 Renault Nissan Automotive € 17,806,800 4 Jumbo Retail € 17,275,276 5 Ziggo Telecom € 16,133,592 6 Albert Heijn Retail € 15,898,836 7 Lidl Retail € 15,068,413 8 McDonald’s Fast food restaurant € 12,335,459 9 Coca Cola FMCG € 10,591,819 10 T-Mobile Telecom € 10,328,939 Source: Nielsen, Q3 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  27. 27. 27 Retail chain Kruidvat claims first position in top 10 brands of Q3, in a list with several other retail brands No. Brand Category Gross spend Q3 2015 1 Kruidvat Retail € 17,576,155 2 Jumbo Retail € 17,275,276 3 Ziggo Telecom € 16,133,592 4 Albert Heijn Retail € 15,898,836 5 Lidl Retail € 15,068,413 6 Vodafone Telecom € 12,838,873 7 McDonalds Fast food restaurant € 12,335,459 8 Renault Automotive € 12,272,967 9 Nivea FMCG € 10,285,194 10 Kras reizen Travel € 9,519,832 Source: Nielsen, Q3 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% Honderden 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% Honderden 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% Honderden 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 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)
  41. 41. 41 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)
  42. 42. 42 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)
  43. 43. 43 Digital stats
  44. 44. 44 Percentage of Dutch population using social networks, mobile internet and tablets still growing strongly 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Media penetration in the Netherlands, 2011 - 2014 2011 2012 2013 2014 Source: The global media intelligence report (September 2015) – eMarketer & SMG
  45. 45. 45 The Netherlands has the 5th highest internet penetration worldwide. Mainly rich and/or relatively small countries in top 30. 70% 80% 90% 100% Internet access by country (top 30) in 2014 Source: http://www.internetlivestats.com/internet-users-by-country/, penetration based on total population
  46. 46. 46 94% of Dutch households have internet access at home. Internet access ‘on the go’ and via friends/family is increasingly common. 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+
  47. 47. 47 Google and Facebook are leading in terms of reach across all platforms. Even though Whatsapp has no PC/laptop reach, it manages to achieve a total reach of 53%. Interesting is the strong performance of Bol.com, an online retail brand No. Top 10 brands Average monthly reach* Compared to Q2 1 Google (excl YT) 85% 2 Facebook 79% 3 Google Search 73% 4 YouTube 66% 5 Google Maps 54% 6 WhatsApp Messenger 53% 7 Marktplaats 52% 8 NU.nl 50% 9 Buienradar 50% 10 Bol.com 48% Source: GfK DAM, base: 13+ * Average monthly reach, 1/7/2015 – 20/9/2015 (all platforms)
  48. 48. 48 For smartphone apps, WhatsApp Messenger is the most successful in terms of reach. Facebook and Google have high reach for both smartphone and tablet. 22% 23% 26% 29% 29% 33% 37% 42% 48% 52% Gmail Buienradar NU.nl Google Maps YouTube Facebook Messenger Google Search Google (excl YT) Facebook WhatsApp Messenger Overall top smartphone apps Phone reach % 18% 19% 21% 21% 21% 21% 26% 29% 39% 42% Google Maps Bol.com Facebook Messenger NU.nl Buienradar Marktplaats Google Search YouTube Facebook Google (excl YT) Overall top tablet apps Tablet reach % Source: GfK DAM, average monthly reach Q3 2015, base:13+ (since iOS8 some Apple users are excluded from DAM)
  49. 49. 49 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)
  50. 50. 50 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)
  51. 51. 51 Nu.nl and Youtube are most widely used media apps, both on mobile and tablet 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 Average # of apps on mobile: 29 Average # of apps on tablet: 26 Source: “Trends in Digital Media”, GfK Intomart, Juni 2015, base: online population 13+ (N=1,258)
  52. 52. 52 Watching
  53. 53. 53 MCP: Watching The way people consume audio visual content is rapidly changing. These days 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.
  54. 54. 54 97% Households with TV 1.6 Average # of TVs per household 36% Hard disc recorder ownership 2014 84% 86% Digital TV penetration 2014 II vs. 2015 I Source: SKO TV in the Netherlands first half of 2015 | Media Standard Survey 2015 I Trends and developments – 1
  55. 55. 55Source: SPOT TV Annual Report 2014 | Media Standard Survey 2014 | SKO 2014 Trends and developments – 2 179 175 179 175 179 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 is gaining 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.
  56. 56. 56 Trends and developments – 3 As expected, programs are twice as likely to be watched in a non-linear fashion than breaks. Non-linear share of viewing for programs is rising much faster compared to the non-linear viewing of breaks. Which reflects that the extra viewing is creating limited extra advertising space. 96,63% 95,29% 94,71% 3,37% 4,71% 5,29% 0% 20% 40% 60% 80% 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% 20% 40% 60% 80% 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 programs. Source: SKO, base: All adults 13+
  57. 57. 57 Trends and developments – 4 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 sometimes visit to discuss the football matches. In 2014, the match Feyenoord – Besiktas in the preliminaries of the Champions League was watched by 677,000 people on NPO3. In 2015, the match PSV – Manchester United in the preliminaries of the Champions League was watched by 2,215,000 people on SBS6. NPO3 Viewers (x000) SBS6 Viewers(x000) Preview Dutch club 397 (Feyenoord-Besiktas) 618 (PSV- Manchester United) Preview non–Dutch club 239 (Besiktas-Arsenal) 365 (Barcelona – Bay Leverkussen) Commentary Dutch club 677 (Feyenoord-Besiktas) 2215 (PSV- Manchester United) Commentary non- Dutch club 406 (Besiktas-Arsenal) 1336 (Barcelona – Bay Leverkussen) 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
  58. 58. 58 Trends and developments – 5 Broadcasting rights to the Olympics 2018 will be owned by Discovery Communications, parent company of Eurosport. Around €1.3 billion was involved. Olympics 2016 will still be on NPO1. SKO increased the period that they measure non-linear viewing from six days after the original broadcast to 28 days. However, the 28 days aren’t automatically added to the total reported viewing figures, which will still be based on only the ratings up to 6 days. The new 28 days data will be available for additional data analysis. Source: http://www.adformatie.nl/nieuws/uitzendrechten-olympische-spelen-2018-2024-naar-discovery-en-eurosport | http://www.nrcq.nl/2015/09/18/ga-jij-straks-alleen-nog-naar-de-film-in- een-megabioscoop?utm_source=email | Global Future in Focus, report 2015 – ComScore | http://www.adformatie.nl/nieuws/sko-breidt-rapportage-uitgesteld-kijken-tv-scherm-uit On September 18th, CineMec opened a new cinema complex in Utrecht. The Dutch cinema market seems to change with more and more ‘multiplexes’ (cinemas with more than 8 screens) popping up. In 2014, the Netherlands had already 20 multiplexes, but this number is growing fast. The Dutch average number of minutes watching videos is 4.4. This number is relatively high, as for multiple western countries this is lower (Canada: 3.4, UK: 4,US: 2.8). This indicates a considerably long attention span for video content in the Netherlands.
  59. 59. 59 Trends and developments In 2015, 17% of Dutch people have spent 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. (Nearly one in five households has a Netflix account, which makes it the most popular VOD service) This fall, Linda.tv went live. The first 6 months will be for free, after that it’s going to be a paid video-on-demand service with snackable video content and long form content produced by the editorial staff of Linda Magazine in cooperation with partners. Source: http://fonkonline.nl/artikelen/media/steeds-meer-nederlanders-verkiezen-online-tv-boven-beeldbuis-33090.html | http://www.adformatie.nl/nieuws/sterke-groei-bereidheid-om-te- betalen-voor-videocontent | http://fonkonline.nl/artikelen/media/1-op-de-5-heeft-netflix-33224.html | http://fonkonline.nl/artikelen/media/jeugd-kiest-popcorn-time-32693.html |http://www.emerce.nl/wire/boete-schrikt-nederlandse-gebruikers-streamingdiensten-massaal-af | http://www.adformatie.nl/nieuws/zo-ziet-lindatv-er-straks-uit Streaming services are popular. Popcorn Time had more than 600,000 Dutch users, though went offline November 2015 due to legislation issues. Already some alternatives popped up and the owners of Popcorn Time are working on a legal version called Butter 8% of the Dutch population expect to cancel its TV subscription in the next two years because of alternatives to watch content online. This number has doubled in Q1-Q2 2015. The preference for online TV is largest among younger viewers.
  60. 60. 60 Trends and developments – 7 Bloggers/Vloggers: Bloggers and Vloggers are getting increasingly influential in younger generations. RTL Group invested more than €100 million in a group of Vloggers;SBS bought 51% of the shares in Social 1nfluencers and are already working together with popular Vloggers to stay in touch with their young viewers. Various companies have sprung up to represent popular Vloggers, which makes it more efficient to make advertising deals. Many of these companies also offer tailor-made branded YouTube videos. Most popular Dutch Vlogger: Enzo Knol Subscriptions to YT channel: 914,870 Most popular Dutch Gaming Vlogger: Dus David Games Subscriptions to YT channel: 610,163 Most popular Fashion Vlog: Mascha Feoktistova Subscriptions to YT channel: 431,929 Most popular YT channel in the world: PewDiePie (Swedish Gamer) Subscriptions to YT channel: 40,089,572 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/
  61. 61. 61 30.8 million cinema visitors in 2014 (+0.1%) €8.11Average price per ticket (+0.2%) 46.7%visits the cinema at least once every 6 months Trends and developments – 8 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).
  62. 62. 62 Dutch TV channels, with advertising possibilities (I/II) STER (Dutch Government) RTL SBS Broadcasting 56 regional channels Source: retriever.nl, October 2015; http://www.adformatie.nl/nieuws/rtl-z-wordt-business-not-usual Note: RTL Lounge, RTL Crime and Telekids are paid (digital) channels From September 2015, RTL Z is broadcasted as a stand-alone channel (instead of sharing the channel with RTL8)
  63. 63. 63 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, October 2015 | http://www.adformatie.nl/nieuws/viacom-international-media-networks-lanceert-spike-nederland BE VIACOM launched new channel ‘Spike’, which replaced TeenNick and started broadcasting on 1 Oct 2015.
  64. 64. 64 BrandDeli’s market share is rising steadily. SBS’s market share seems to stabilize, with a small growth in Q1-Q3 2015. STER has the highest market share, although it decreased in Q1-Q3 2015. Source: SKO Jan 2011 – Q3 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-Q3 2015
  65. 65. 65 Since there was not a big sport event this summer, the market share of NPO 1 decreased in Q1-Q3 2015. The market share of TLC and FOX is growing steadily over the last few years. Source: SKO 2012 – Q3 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-Q3 2015
  66. 66. 66 RTL4 remains the channel with the highest gross advertising spend levels, with further growth in 2015. Both NPO1 and Net5 show a big decrease in advertising spend. 0 100 200 300 400 500 600 700 800 €millions Gross media spend per channel Q1-Q3 2014 Q1-Q3 2015 + 6% - 27% -20% Source: Nielsen, 2014 – 2015, data until 30/09/2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded) SBSRTLSTER Brand Deli Triade + 4%
  67. 67. 67 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 until 30/09/2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  68. 68. 68 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 Q3 2015 1 Jumbo Supermarkten Retail € 15,076,168.00 2 Albert Heijn Retail € 12,662,042.22 3 Kruidvat Retail € 11,674,500.74 4 Renault Automotive € 9,455,926.96 5 Ziggo Telecom € 8,887,669.91 6 Nivea FMCG € 7,457,608.61 7 Plus Retail € 7,453,530.38 8 Trivago Tourism € 6,533,091.34 9 Douwe Egberts FMCG € 6,019,987.05 10 Simpel Telecom € 5,992,503.52 Source: Nielsen, 2015 Q3 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  69. 69. 69 Clutter of broad family/women’s channels. Kids and male channels have a more distinct profile. Also TLC manages to create a clear female profile. Source: SKO, 2015 Q1-Q3, base: all adults 13+ Old Young Male Female
  70. 70. 70 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
  71. 71. 71 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
  72. 72. 72 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.
  73. 73. 73 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
  74. 74. 74 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
  75. 75. 75 The percentage of people who are multi tasking while watching TV has again increased in Q3 2015, the use of mobile phone and tablet is becoming more popular. Email, social networks, playing games, reading news and chatting are the most popular activities while watching TV. Source: GlobalWebIndex, 2014 Q2 – 2015 Q3, Base: Internet users NL16+ 0 0,1 0,2 0,3 Multi tasking activities Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 0,0% 5,0% 10,0% 15,0% 20,0% 25,0% 30,0% 35,0% 40,0% None of above Mobile Phone Laptop Tablet Desktop E-reader Multi tasking while watching TV Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
  76. 76. 76 Gender Multitasker while watching TV: mostly 25-34 years old, medium income and interested in music, TV shows/series, sports, health and fashion/style. 50.2% 49.8% 19,7% 22,4% 21,9% 19,5% 16,5% 0 50 100 150 0,0% 25,0% 50,0% % Index Source: GlobalWebIndex, 2015 Q3, Base Internet Users NL16+ (N= 791), TA: MultiTasker While watching TV (N=544) 25% 49% 26% Low (Bottom 25% income) (index 97) Mid (Mid 50% income) (index 103) High (Top 25% income) (index 100) Interests Income Age 0 50 100 150 0% 20% 40% 60% 80% % Agree Index
  77. 77. 77 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
  78. 78. 78 YouTube has by far the highest reach of all VoD channels. Within the “traditional” players, RTL has the highest reach. This changed recently, when Netflix took over in July ‘15. Source: DAM September 2014 – August 2015 (Base:13+). 0% 10% 20% 30% 40% 50% 60% 70% 80% sep-14 okt-14 nov-14 dec-14 jan-15 feb-15 mrt-15 apr-15 mei-15 jun-15 jul-15 aug-15 Video on Demand – monthly reach YouTube RTL XL Netflix NPO gemist Vimeo KIJK.nl NLziet
  79. 79. 79 Netflix has the highest reach and is particularly high in the 13-19 age group. The reach TV vendor gain with linear viewing, still is way ahead compared to the non-linear. 0% 5% 10% 15% 20% 25% 30% Totaal 13+ 13-19 jaar 20-34 jaar 35-49 jaar 50-64 jaar 65 jaar en ouder Monthly reach Netflix RTL XL NPO gemist KIJK.nl Source; DAM 13+, Jul 2015 – Aug 2015 (monthly average) | SKO 13+, Jan 2015 – Sep 2015, lowest month reach within the period STER: 94% RTL: 93% SBS: 91% STER: 90% RTL: 91% SBS: 89% STER: 97% RTL: 95% SBS: 93% STER: 99% RTL: 97% SBS: 93% STER: 95% RTL: 93% SBS: 91% STER: 84% RTL: 88% SBS: 84%
  80. 80. 80 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 19% of the people using it in 2015 Q3. 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% 18,9% 13,0% 2,9% 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 2015-Q3 Source: Motivaction, Onderzoek Online Video 2014, base: online consumers 14-65 years old (N=1,083) | Source: GWI on-demand media service Q4 2014 – Q3 2015, base: NL 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
  81. 81. 81 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
  82. 82. 82 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
  83. 83. 83 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.
  84. 84. 84 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/
  85. 85. 85 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
  86. 86. 86 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 2013 2014 2015 Cinema does not have the same seasonality pattern that we see for TV, however generally there is an increase in spend around December. Cinema vendors use monthly indices to reflect the seasonality influences in their rate cards. Source: Nielsen, 2013 -2015, data until 30/09/2015 (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
  87. 87. 87 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
  88. 88. 88 The regular cinema visitor is more male and is younger than the non- regular cinema visitor. Both groups do have a high social class and are more likely to be male. 53% 48% Profile regular cinema visitor* Source: NPM Print & Doelgroep Monitor 2014 II – 2015 I, base: total NL 13+ (N= 19.115) | * Regular cinema visitor is defined as someone who visits at least once a month a cinema, non-regular visitors are people who visit the cinema less then once a month. Profile non-regular cinema visitor* 4% 31% 21% 18% 16% 10% 13-14 (index 171) 15-24 (index 221) 25-34 (index (144) 35-49 (index 71) 50-64 (index 69) 65+ (index 50) Social class % Index A 28% 155 B1 37% 114 B2 16% 81 C 17% 69 D 2% 43 Social class % Index A 20% 110 B1 35% 110 B2 22% 108 C 20% 82 D 2% 50 46% 54% 4% 20% 17% 31% 20% 8% 13-14 (index 147) 15-24 (index 132) 25-34 (index (122) 35-49 (index 122) 50-64 (index 84) 65+ (index 44)
  89. 89. 89 For both Q1 and Q2 2015 the age group 16-23 has the highest reach for cinema 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
  90. 90. 90 Listening
  91. 91. 91 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.
  92. 92. 92 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. Dutch radio station Slam FM changes its identity and design and becomes SLAM!. The target audience of SLAM! are young adults in an experimental life phase who get energy from dance music. SLAM! is now mainly intended as an online platform with additional FM frequency. Source: http://www.nu.nl/reviews/4080476/eerste-indruk-apple-music-gaat-van-fascinerend-frustrerend.html | http://www.adformatie.nl/nieuws/slamfm-krijgt-nieuwe-identiteit-en- wordt-slam | http://www.adformatie.nl/nieuws/hebben-sky-radio-en-radio-538-straks-een-eigenaar In 2017, Dutch media companies can probably own multiple FM-radio stations. Right now it is only allowed to have a maximum of two. It is expected that the radio market will further consolidate.
  93. 93. 93 Trends and developments II The current broadcasting licenses of commercial radio for broadcasting via FM, AM and DAB+ originally expired in 2017, but are extended until 2022. The government will assign new licenses by auction, an idea that caused a lot of resistance. By the extension, minister Kamp meets the needs of radio stations and the Dutch House of Representatives. Radio stations who want to broadcast on FM, also have 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 programmatic buying of radio spots at theme stations (e.g. 538 dance department, Sky radio lounge, etc). The Media Exchange supports real time buying for radio spots the same way online display advertisements are 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! , DeepFM, BNR Nieuwsradio, Brute Beats, 18 Hits en Gooisch music. Source: http://radio.nl/807298/veiling-van-radiofrequenties-wat-gaat-er-gebeuren | http://www.adformatie.nl/nieuws/vergunningen-fm-frequenties-met-vijf-jaar-verlengd | http://www.themediaexchange.nl/?mc_cid=b905d536f1&mc_eid=5ced93674c
  94. 94. 94 Dutch radio stations, with advertising possibilities (I/II) STER One Media Sales Sky Radio Group Q-Music NL Source: retriever.nl, October 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
  95. 95. 95 Dutch radio stations, with advertising possibilities (II/II) Flux Media Factory Groot Nieuws Radio YPCA FunX 116 regional stations 22 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, October 2015
  96. 96. 96 Q-music and NPO Radio 2 have increased their market share, while Sky Radio and 3FM have decreased market share. Source: NLO, based on audience of 10+, Note: % is Avg Feb-Jul‘15 vs Aug-Sep‘15 0% 5% 10% 15% Market share (%) Feb-Mar 2015 Apr-May 2015 Jun-Jul 2015 Aug-Sep 2015 -8% -7% + 13% +15% + 22% +7% -14% DJ´s Coen and Sander have left 3FM and moved to Radio 538. Also Gerard Ekdom moved from 3FM to radio 2
  97. 97. 97 The three biggest radio stations by advertising revenue are Radio 538, Q- Music and Sky Radio. Both Radio 538 and Q-Music had an increase in revenue in Q1-Q3 2015. 0 20 40 60 80 100 120 140 MediaSpendperStation(inMillions) Q1 - Q3 2014 Q1 - Q3 2015 +9% +13% +145% -36 % Source: Nielsen, Q1 2014 – Q3 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  98. 98. 98 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 over the years, there seems to be a clear seasonality trend. From January to June spending slowly raises. After a dip in the summer period, it increases rapidly to an 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 until 30/09/2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  99. 99. 99 No. Brand Category Gross spend in € Q3 2015 1 ZIGGO Telecom 3.828.312,00 2 Lidl Retail 3.707.408,05 3 Kruidvat Retail 3.373.448,15 4 Volkswagen Automotive 2.764.853,30 5 Vodafone Telecom 2.634.571,00 6 Renault Automotive 2.582.310,75 7 Rabobank Finance 2.253.936,20 8 Opel Automotive 2.188.988,05 9 KPN Telecom 2.116.568,00 10 Seat Automotive 1.821.163,00 When looking at individual brand level in radio advertising, ZIGGO has the highest spend levels followed by Lidl and Kruidvat. Overall, automotive and telecom are best represented in the top list of radio spend. Source: Nielsen, Q3 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  100. 100. 100 For the older audience there is some clutter, mostly among the public radio stations. A young and more female station is missing in the radio landscape. Source: NLO, 2015 (jan-sep), based on 13+ Young Male Old Some radio stations have to take into account certain content formats initiated by the Dutch government. *Radio Veronica: ‘oldies’ (music more than 5 years old) *BNR Nieuws Radio: News *SLAM!: Alternative *Sublime FM: Jazz and/or classic *100% NL: Dutch Female
  101. 101. 101 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
  102. 102. 102 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
  103. 103. 103 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
  104. 104. 104 Reading
  105. 105. 105 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.
  106. 106. 106 Trends & developments – I In January 2016 De Persgroep and Wegener Media will continue as De Persgroep Nederland. The media and advertising market is informed about the new price strategy and product portfolio. Pricing based on Cost per Mile (CPM) will also be applied to regional and local titles. Gross base prices for those titles will be significantly reduced. Also De Persgroep Nederland wants to provide clarity by calculating all prices in the same manner. More news media are putting up an 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. Source: http://www.adformatie.nl/nieuws/persgroep-trekt-prijsstrategie-door-naar-regionale-en-lokale-titels | http://www.denieuwereporter.nl/2015/03/nrc-nl-gaat-in-september-achter-een- paywall/ | http://fonkonline.nl/media-nieuws/reclamefoldernl-deels-in-handen-van-rtl-ventures-(31060).html 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
  107. 107. 107 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
  108. 108. 108 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
  109. 109. 109 Trends & developments – IV Glamour magazine NL is saying goodbye to four editors. The four print editors will make room for new employees who will primarily focus on the digital branch and events of the fashion magazine. In September 2015 the first Vogue Men was introduced in the Netherlands. Editor in chief Karin Swerink thinks that after the French edition (Vogue Hommes) and Italian edition (L’uomo Vogue) Dutch men are also more than ready for a fashion magazine. Paid blogs can be perceived to be misleading by consumers. Many advertisers and bloggers are breaking the rules of the advertising code of social media by not mentioning the words ‘advertorial’ or ‘sponsored story’ in an article. The problem is difficult to solve as the Dutch advertising code committee is only considering action when consumers make complaints but most consumers, bloggers and advertisers are not aware of the rules. http://fonkonline.nl/artikelen/media/glamour-neemt-afscheid-van-4-redacteuren-33064.html | http://fonkonline.nl/artikelen/media/dit-is-vogue-man-33048.html | http://www.trouw.nl/tr/nl/5133/Media-technologie/article/detail/4153121/2015/09/30/Betaalde-blogs-misleiden-consument.dhtml
  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 dominated by national newspapers 1.584 1.213 429 - 200 400 600 800 1.000 1.200 1.400 1.600 1.800 Q3 2014 - Q2 2015 Moving year average circulation figures (in ‘000s) National newspapers Regional newspapers Free sheets Source: NOM, Q3 2014 – Q2 2015 moving year average circulation figures. Based on print only (all paid-for and free-of-charge circulation)
  112. 112. 112 Title Total paid circulation Q3 2014 – Q2 2015 Total circulation Q3 2014 – Q2 2015 AD 342,815 397,151 Brabants Dagblad 95,056 101,323 Dagblad De Limburger 131,845 138,031 Dagblad van het Noorden 98,759 105,156 De Gelderlander 111,389 119,703 De Stentor 96,633 102,791 De Volkskrant 222,045 264,500 De Telegraaf 441,230 496,955 Metro 0 428,268 NoordHollands dagblad 102,323 107,065 NRC Handelsblad 149,647 161,333 Trouw 89,200 108,219 Total 2,523,176 3,224,701 Newspapers with highest circulation numbers in table, De Telegraaf is leading in terms of circulation. Source: NOM, Q3 2014 – Q2 2015 moving year average circulation figures. Based on print only (all paid-for and free-of-charge circulation)
  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 50,1 7.086 145.208 20,5 2 NOS 37,7 5.337 133.093 24,9 3 Telegraaf 31,9 4.507 71.977 16 4 AD 30,8 4.361 66.366 15,2 5 RTL nieuws 22 3.111 23.796 7,6 6 De Volkskrant 11,3 1.601 11.683 7,3 7 NRC 9,7 1.367 8.890 6,5 8 Metro 7,7 1.086 2.593 2,4 9 Trouw 5,4 764 5.493 7,2 10 Parool 3,4 474 1.929 4,1 Source: DAM, All platforms 1/7/2015 – 31/08/2015, TA: 13+ (Since iOS8 Apple users are excluded from DAM)
  114. 114. 114 - 20 40 60 80 100 120 140 January February March April May June July August September October November December Mediaspend(inMillions) 2013 2014 2015 During the summer there is a small decrease in newspaper spend. Raise in spend levels when approaching the Christmas season. Source: Nielsen, 2013 -2015, data until 30/09/2015 (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 € Q3 2015 1 Kras Reizen Travel 9.482.656 2 Molenaar Health 7.860.76 3 NRC* Media 4.902.768 4 Stip Reizen Travel 4.834.974 5 Effeweg.nl Travel 4.533.494 6 Corendon Travel 4.385.966 7 Koopjedeal.nl Retail 3.889.243 8 Familieberichtenonline Media 3.477.944 9 Stella Transport 3.107.744 10 OAD Travel 2.892.429 For media spend on individual brand level, Kras comes out on top followed by Molenaar and NRC. Top ten is dominated by brands in travel category. Source: Nielsen, 2015 Q3 (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-Q3 2014. Local daily newspapers are well represented. 0 20 40 60 80 100 120 140 160 180 200 Mediaspend(inmillions) Q1-Q3 2014 Q1-Q3 2015 +23% -31% +77% -43% +13% 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 until 30/09/2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded) -41% -55%
  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 Family, culinary and women magazines have highest circulation figures 0 1.000 2.000 3.000 4.000 5.000 6.000 7.000 Family Culinary mags (incl sponsored) Women's TV listings Home decoration, gardening & DIY Special interest Kids & youth Mind & body Popular Science Sports Other Moving year average total circulation (in ‘000s) Source: NOM, Q3 2014 – Q2 2015 moving year average circulation figures. Based on magazine total (all paid-for and free-of-charge circulation)
  120. 120. 120 High circulation numbers for sponsored magazines. Kampioen has the highest total circulation in Q3 2014 – Q2 2015. Title Total paid circulation Q3 2014 – Q2 2015 Total circulation Q3 2014 – Q3 2015 Kampioen 3,463,451 3,463,451 Allerhande 0 2,041,129 Boodschappen 0 1,972,504 AllesVoor 0 1,890,163 Eigen Huis magazine 710,470 710,470 Vrouw 0 597,231 Zorgbelang 0 501,812 Veronica Magazine 427,143 428,518 Villa d'Arte 376,204 376,900 Het Volkskrant Magazine 0 350,855 Total 4,977,268 12,333,033 Source: NOM, Q3 2014 – Q2 2015 moving year average circulation figures.
  121. 121. 121Source: NOM Print & Doelgroep Monitor 2014-II 2015-I, base: total NL 13+ (N=15.677) Women’s and family 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 4.976 35,2 Allerhande Sponsored 4.122 29,1 Libelle Women’s 1.779 12,6 Donald Duck Kids 1.449 10,2 Veronica TV listings 1.380 9,8 Margriet Women’s 1.164 8,2 LINDA. Women’s 1.159 8,2 Vrouw Women’s 1.118 7,9 Privé Celebrity 1.100 7,8 Quest Science 1.017 7,2
  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 pattern for magazines in which summer 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 until 30/09/2015 (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 € Q3 2015 1 Hollands Nieuwe Telecom 1.301.576,47 2 SBS6 Media 1.096.604,57 3 Molenaar Health 1.019.479,49 4 Vrouwonline Media 838.272,31 5 Voordeeluitjes Travel 776.903,59 6 Sanoma* Media 683.756,84 7 Albert Heijn Retail 644.461,08 8 Andrelon FMCG 621.829,50 9 Elsevier* Media 612.372,86 10 Stella Transport 576.313,76 When looking at an individual brand level in magazine advertising, Hollands Nieuwe comes out on top followed by SBS6 and Molenaar. Source: Nielsen, 2015 Q3 (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 Elsevier. Most ads are for their own magazines
  124. 124. 124 Allerhande has the highest amount of media spend, which is also still growing. This is in contrast with the overall decrease in media spend for magazines. 0 5 10 15 20 25 30 Mediaspend(inmillions) Q1-Q3 2014 Q1-Q3 2015 +7% +6% -14% -15% +19% -20% -20% Source: Nielsen, 2014 – 2015, data until 30/09/2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded) -21% -24%
  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 door drops have higher reach than digital door drops 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 The three most popular Dutch brands on Instagram right now are RUMAG., BALR and Filling Pieces Footwear. On the fourth place is KLM, who was leading in the previous top 25. The new list is dominated by the branches fashion (10 times), magazines (5 times) and soccer (3 times). Striking is the fact that the top 3 brands have more followers on Instagram than on Facebook. Messenger apps are now increasingly used to make phone calls. One of five smartphone users use regularly an app for calling with other people. Currently, 12% of the phone calls are committed through a messenger app (i.e. Whatsapp; Facebook Messenger) and this number continues to grow. Snapchat is the fastest growing social network at the moment. The network has 200 million monthly users and 100 million people are actively using Snapchat daily: together they are sending 400 million snapchats a day. Since Q3 2015 advertising at Snapchat is possible. Source: http://www.emerce.nl/nieuws/bellen-via-berichtenapp-gemeengoed | http://www.marketingfacts.nl/berichten/instagram-brand-monitor-de-populairste-merken-in- nederland | http://www.emerce.nl/nieuws/infographic-fenomenale-groei-snapchat
  131. 131. 131 Trends and developments – II YouTube is going to launch two new paid channels before the end of 2015. After the initiative of a gaming channel, YouTube will reportedly also provide one paid service for music videos (‘Music Key’) and a more general channel for premium content creators. Ad-free videos and offline access are the main advantages of the monthly paid subscription. Monthly reach numbers of Facebook messenger approach that of Whatsapp messenger. Almost as many people use Facebook messenger as Whatsapp. This is a big difference with a half year before, when the Facebook app only had half of the reach of Whatsapp. Especially in the 50+ age category the use of Facebook messenger increased. It has to be noted however that Whatsapp messenger’s frequency of use still stays four times higher than that of the Facebook service. Source: http://www.adformatie.nl/nieuws/youtube-komt-met-twee-betaalkanalen | http://www.emerce.nl/nieuws/vodafone-begint-nederlands-eerste-snapchatcampagne | http://www.adformatie.nl/nieuws/maandbereik-facebook-messenger-nadert-whatsapp
  132. 132. 132 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 Q4- 2014 (n=758) Q1- 2015 (n=751) Q2- 2015 (n=751) Q3- 2015 (n=791) Source: GlobalWebIndex, Q4 2014 – Q3 2015, Base Internet Users NL16+ In the first half of 2015, there was a clear uplift in the younger age groups when it comes to the use of AdBlockers. In Q3 2015, only an increase for older age groups.
  133. 133. 133 Trends and developments III - Facebook users 51,3% of all the internet users are using Facebook The Netherlands has 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
  134. 134. 134Source: 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. Social media usage In Europe, Facebook has the highest mobile penetration in the Netherlands (89,3%)
  135. 135. 135 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:
  136. 136. 136 Snapchat is used mainly by the new generation (gen Z) (51% 13-19) 11% 10% 14% 5% 11% 7% 23% 51% 24% 27% 30% 30% 29% 23% 34% 35% 28% 30% 30% 32% 30% 30% 23% 10% 25% 22% 19% 23% 20% 26% 15% 3%13% 11% 9% 1% 9% 14% 5% 2% FACEBOOK TW ITTER INSTAGRAM LINKEDIN PINTEREST GOOGLE+ TUMBLR SNAPCHAT AGE DISTRIBUTION OF SOCIAL NETWORKING SITES IN NL 13-19 20-34 35-49 50-64 65+ Source: DAM, Q3 2015, 13+ (Since iOS8 some apple users are excluded from DDMM)
  137. 137. 137 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 Q3 2015 After a period of overall decrease, Facebook again realized an increase in account ownership in Q3 2015. Moreover, for all age categories, the trend regarding active monthly Facebook users also went upward since Q2 2015. 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 Q3 2015 Source: GlobalWebIndex, Q2 2014 – Q3 2015, Base Internet Users NL16+, * Active user ‘Have used in the past month’
  138. 138. 138 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 Q3 2015 Account ownership and active users of Twitter is slightly decreasing, except for age groups 18- 24 and 25-34 in which ownership numbers are growing. Furthermore, there seems to be an overall increase in Twitter activity in Q3 2015, especially for age groups 18-24, 25-34 and 45-54. Source: GlobalWebIndex, 2015, Base Internet Users NL16+, * 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 Q3 2015
  139. 139. 139 Account ownership of Instagram is increasing and is particularly high for the younger age groups (18-24). The percentage of active users seems to grow slightly, with a significant increase of activities for the groups 18-24 and 25-34 . 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 Q3 2015 Source: GlobalWebIndex, 2015, Base Internet Users NL16+, * 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 Q3 2015
  140. 140. 140 Account ownership for YouTube seems to grow again. For active users, there is a considerable increase in Q3 2015 for all age groups. 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 Q3 2015 Source: GlobalWebIndex, 2015, Base Internet Users NL16+ *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 Q3 2015
  141. 141. 141 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+
  142. 142. 142 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+
  143. 143. 143 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
  144. 144. 144 Surfing online
  145. 145. 145 Trends and developments – I Cookie Law European study suggests 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 advertising Microsoft steps out of their advertising activities in order to focus on their core business. The Benelux market goes to AppNexus. Flash banners Flash-banners are no longer supported in the new Google Chrome update. The banners will not be working any more and can only be seen without animation. Advertisers feel forced to convert Flash banners into the HTML 5 format. It is expected that advertisers have to take considerable waste numbers into account. 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 | http://www.adformatie.nl/nieuws/exit-flash-uur-u-voor-nederlandse-banner-industrie
  146. 146. 146 Trends and developments – II Websites are massively struggling with adblockers. The number of people who are installing adblockers on desktop, tablet and phones is growing. Right now, 4,9 percent of all Internet users around the world are not seeing advertisements. In the Netherlands, this number is much higher (26%). For websites this is a big problem as it decreases the value of online ads. It has been found that half of the Dutch population considers to install adblockers. People have a positive attitude towards advertising in general, but are very annoyed by online ads. The use of adblockers is highest on laptops and desktops. However, the intention to install adblocker is highest for smartphones. IAB, the branch association for digital marketing is considering lawsuits against adblockers. IAB is seeing possibilities in legislation regarding copyright. IAB in the Netherlands is not considering going to court and started a research project about the effects of adblockers. Advertising practitioners react different, some find it troubling and scary, others think new opportunities will arise. Source: http://nos.nl/artikel/2056954-websites-worstelen-steeds-meer-met-adblockers.html | http://www.adformatie.nl/nieuws/onderzoek-adformatie-helft-nederlanders-wil-aan- de-adblocker | http://www.emerce.nl/nieuws/iab-overweegt-rechtszaken-tegen-adblokkers | http://www.warc.com/LatestNews/News/EmailNews.news?ID=35349
  147. 147. 147 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
  148. 148. 148 The viewability of ads still is a problem regarding Integral Ad Science, due to DMA Starcom is able to optimize viewability. 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
  149. 149. 149 Programmatic 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
  150. 150. 150 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
  151. 151. 151 33% 14% 15% 37% 40% 14% 17% 38% 42% 14% 18% 38% 44% 15% 18% 38% 46% 17% 20% 41% 49% 19% 23% 43% Social Networks Buying/selling Streaming video Searching for info 2012 I - 2012 II 2012 II - 2013 I 2013 I - 2013 II 2013 II - 2014 I 2014 I - 2014 II 2014 II - 2015 I Over the last two years all online activities have shown an increase in usage. In the last half year they all showed an increase of at least 2%. Online activities done ‘often’ – across time Source: NPM 2012-I 2012-II to NPM 2014-II 2015-I
  152. 152. 152 Most activity on PC/Laptop. Mostly same activities across platforms, although popularity differs for each platform. 10,2% 11,0% 11,1% 11,3% 11,8% 11,9% 15,2% 21,6% 26,0% 26,8% Played an online game Made a phone call online / used a VOIP service to call someone Used a webmail service Watched a video clip Uploaded photos online Chatted to someone via an instant messenger or live chat tool None of the above Checked the weather online Used internet banking Used a social networking service Top 10 - Mobile 22,6% 23,6% 25,2% 30,6% 39,7% 45,9% 46,1% 46,6% 51,5% 64,1% Played an online game Uploaded photos online Used a webmail service Watched a video clip Reviewed a product or brand online Purchased a product online Searched for product or service to buy Checked the weather online Used a social networking service Used internet banking Top 10 - PC / Laptop 6% 7% 8% 8% 10% 10% 11% 12% 12% 13% Played an online game Used a webmail service Purchased a product online Watched a video clip Searched for product or service to buy Reviewed a product or brand online Used internet banking None of the above Checked the weather online Used a social networking service Top 10 - Tablet Source: GlobalWebIndex, 2015 Q3, Base Internet Users NL16+ (N= 651), Have done in the past month
  153. 153. 153 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)
  154. 154. 154 Mobile phone and tablet increase their popularity as a device to go online. Most people (75%) do have online access at home 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 2014 II - 2015 I 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 8% 22% 11% 4% 1% 1% 1% 2% 1% 49% (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: NPM 2014-II 2015-I, base: total NL 13+Source: NPM 2012 I – 2012 II to NPM 2014 II – 2015 I
  155. 155. 155 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
  156. 156. 156 On the go
  157. 157. 157 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.
  158. 158. 158 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/
  159. 159. 159 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
  160. 160. 160 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)
  161. 161. 161 0% 10% 20% 30% 40% Share of gross media spend OOH 2011 2012 2013 2014 Q1-Q3 2014 Q1-Q3 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-Q3 2014: € 374.904.550 Total Spend Q1-Q3 2015: € 343.346.431 Others Outdoor market dominated by 4 main players: JCDecaux, ExterionMedia, Clear Channel and Interbest. Q1-Q3 2015 shows a decrease in spend compared to Q1-Q3 2014. Source: Nielsen, 2011 – 2015, data until 30/09/2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  162. 162. 162 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)
  163. 163. 163 - 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 Although spend slightly increases over the year, there is not a real seasonality pattern visible. Despite the absence of such a pattern, JCDecaux introduced season based indices. Source: Nielsen, 2011 – 2015, data until 30/09/205 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

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