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Dutch media landscape 2016 Q1 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 2016 Q1 update by Starcom

  1. 1. 1 Dutch media landscape Starcom NL Q1 2016 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 2,18 1,0 1,3 1,6 1,9 2,2 2,5 0 2.000 4.000 6.000 8.000 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Averageno.peopleinHH #HH(in‘000s) Household (HH) size Single person household Multiple person household Average no. of people in HH Source: CBS, Statline, 2015. 16.306 16.900 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 33,3 33,3 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 41.3 37 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 2016jan Difference%positivevsnegativeanswers Dutch consumer confidence In the 2016 Q1 the global consumer confidence slightly increased. However, Dutch consumer confidence dropped significantly. Only Estonia’s GCC dropped more. Source: CBS, Statline, 2016 Source: Nielsen Consumer Confidence, Q1 2016 Consumer confidence worldwide – Q1 2016
  7. 7. 7 Signs of economic recovery are evident. In 2014, unemployment has decreased for the first time since 2011. This and similar positive trends seem to be persisting in the next years. Key Economic Indicators NL 2011 2012 2013 2014 2015 2016** 2017** Inflation 2.3% 2.5% 2.6% 0.3% 0.2% 0.3% 1.0% Economic growth 1.2% -1.7% -0.5% 1.0% 1.9% 1.8% 2,0% Purchasing power* -1.0% -1.9% -1.3% 1.4% 1.0% 2.3% 0.2% Unemployed (in ‘000s) 389 469 647 660 614 580 570 Unemployment % 5.4% 5.3% 7.3% 7.4% 6.9% 6.5% 6.3% Source: CPB, Kerngegevenstabel 2012- 2015 and 2014-2017, March 2016 (* 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 2015 (EURIB Top-100 Onmisbare Merken van 2015), n=1,211
  11. 11. 11 Trends
  12. 12. 12 10 trends for consumers in 2016 Agnostic shoppers They are less bothered about labels and recognised products. These consumers flit between shops and products in their search for value and novelty, presenting a challenge for brands who want to connect with them or inspire their loyalty. Buying time Consumers are more willing to outsource aspects of their lives. Many perceive time as the key luxury. Challenging ageing In 2016, we can talk of a mature lifestyle as more people are living a busier, more satisfying and extended “third age”, starting after middle age—anywhere from 55-65. Changemakers In 2016, trying to change things for the better is becoming a more mainstream priority. Consumer expectations regarding corporate environmental issues are growing Gender blurring Gender lines are blurring, retailers and manufacturers are creating gender-neutral labels. Greener food In 2016, more of us will be eating greener. More people will care about cutting down on food waste in and beyond the home, try harder to avoid unhealthy food and overeating and be keener on more natural, local and seasonal food. Mental wellbeing The trend for looking workout-ready beyond the gym echoes the consumer embrace of a holistic attitude towards optimal physical and mental health. Over-connected consumers Now that near to half of the world’s population has internet access more consumers are dwelling on the flipside of digital life. The physical and emotional health hazards of non-stop device use and the impact on children and teenagers are all under review. Shopping for control Fear-inducing personal security and financial worries as well as unsettling global events and diminished trust in brands and institutions, are driving consumer interest in buying for control. The broad range of goods and services that consumers spend on includes organic food, financial services, sun protection, security agents and air purifiers. Spending singles With fewer commitments and more to spend, premium singles are a captive audience for authenticity-led services and products, such as curated subscription boxes and high-end goods promoted via users’ authentic digital snaps. Source: Euromonitor International Top 10 Global Consumer Trends for 2016.
  13. 13. 13 5 tech trends to watch in 2016 Drone improvements allowing for professional video capturing 3D colored retail holograms could change in-store displays Virtual Reality theaters opening could create marketing possibilities for VR Connected home & self provides new data points and e-commerce services to brands AI personal assistants will be invaluable in helping marketers read human emotion and intuition Source: SMG trends and insights from CES 2016
  14. 14. 14 5 digital trends to watch in 2016 The voice of the consumer will be heard Mobile payments will take off Consumers will be free with their data Facebook will become nearly entirely mobile Mobile commerce will move down the funnel Source: eMarketer Key Digital Trends for 2016, Dec 2015
  15. 15. 15 5 mobile trends for 2016 We will experience life through AR & VR, it will take off in 2016 Mobile will become the primary platform for video viewing We will get even closer to consumers with a wider adoption of wearables Mobile will become an enabler of in- store experiences for users Consumers will become comfortable with mobile payments Source: SMG Mobile Trends 2016
  16. 16. 16 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
  17. 17. 17 Media spend
  18. 18. 18 Competitive reporting in the Netherlands 0 1.000 2.000 3.000 4.000 5.000 Cinema Newspapers Online Out Of Home Magazines Radio TV €millions Gross Net Media spend 2015 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, 2015 | Net spend: Nielsen Jaarrapport Netto Media Bestedingen 2015 voorpublicatie (spend collected by interviewing Dutch marketers) For online only net spend is available.
  19. 19. 19 Despite the economic recovery, media spend in 2016 Q1 is 2% less when compared to 2015 Q1. 0 1.000 2.000 3.000 4.000 5.000 6.000 7.000 8.000 €millions Gross media spend -2% YoY+1,3% YoY +5,3% YoY -0,8% YoY-4,7% YoY Source: Nielsen, 2011 – 2016 Q1 Gross online spend not included.
  20. 20. 20 From 2015 Q1 to 2016 Q1 cinema, TV and out of home show the highest growth. Cinema spend grew by 24% while newspaper spend declined by 33% in the same period. 0 1.000 2.000 3.000 4.000 Cinema Newspapers Direct Mail Door Drops Out Of Home Consumer Magazines Radio TV Trade Press €millions Gross media spend per medium type across time 2012 2013 2014 2015 2015 Q1 2016 Q1 Source: Nielsen, 2012-2016 Q1. Gross online spend not included.
  21. 21. 21 TV still claims the largest share of gross media spend overall. Highest increase in share of spend for cinema, TV and out of home from 2015 Q1 to 2016 Q1. 18% 17% 16% 16% 19% 13% 7% 7% 6% 4% 5% 4% 2% 2% 2% 2% 2% 2% 10% 7% 7% 7% 7% 8% 7% 6% 5% 5% 5% 5% 9% 10% 10% 11% 12% 12% 48% 49% 52% 54% 49% 55% 1% 1% 1% 1% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2012 2013 2014 2015 2015 Q1 2016 Q1 Media mix Trade Press TV Radio Consumer Magazines Out Of Home Door Drops Direct Mail Newspapers Cinema Source: Nielsen, 2012-2016 Q1 Gross online spend not included.
  22. 22. 22 Total net spend decreased with 0.2% in 2015 (vs 2014). Internet has a bigger share than audiovisual media and the difference is getting bigger. 26% 30% 21% 4% 5% 15% Audiovisual media Internet Print media Out of home Direct marketing Sponsoring Source: Nielsen Jaarrapport Netto Media Bestedingen 2015 26% 33% 19% 4% 4% 14% 2014 € 4,627,000,000 2015 € 4,620,000,000
  23. 23. 23 The online display advertising spend through programmatic channels increased by 19% in H2 2015, totalling €104m in revenues. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 0 20 40 60 80 100 120 2013-H1 2013-H2 2014-H1 2014-H2 2015-H1 2015-H2 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, The Netherlands 2015, March 2016
  24. 24. 24 9% 13% 11% 15% 13% 19% 18% 18% 16% 17% 16% 16% 15% 18% 14% 16% 12% 14% 57% 52% 58% 52% 59% 51% 2013-H1 2013-H2 2014-H1 2014-H2 2015-H1 2015-H2 Allocation of display revenue per format Video Text links/Other Interruptive Embedded (e.g. banners) Video shows the largest growth of all display formats in 2015. Over the years the revenue of the interruptive format is decreasing. Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2015, March 2016
  25. 25. 25 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)
  26. 26. 26 According to the IAB, Dutch online advertising increased by 8% in 2015 compared to 2014, with a total of €1512 million in 2015 41% 15% 44% Display Classifieds Search Total online ad spend 55% 16% 16% 13% Embedded Other & text links Video Interruptive Online display spend Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2015, March 2016 2015 €1512m 2015 €615m
  27. 27. 27 Top 10 advertisers in Q1 2016 dominated by FMCG and retail No. Advertiser Category Gross spend Q1 2016 1 Unilever FMCG € 43,031,443 2 Renault Nissan Automotive € 19,821,723 3 Kruidvat Retail € 19,459,263 4 Lidl Retail € 18,680,607 5 Jumbo Retail € 15,501,675 6 Vodafone Telecom € 15,485,184 7 Procter & Gamble FMCG € 15,438,679 8 Albert Heijn Retail € 14,480,873 9 Reckitt Benckiser FMCG € 14,461,270 10 T-Mobile Telecom € 12,584,681 Source: Nielsen, Q1 2016 Gross online spend not included.
  28. 28. 28 Top 10 brands in Q1 2016 is dominated by retail brands No. Brand Category Gross spend Q1 2016 1 Lidl Retail € 18,680,606 2 Kruidvat Retail € 17,447,447 3 Jumbo Retail € 15,501,675 4 Albert Heijn Retail € 14,402,873 5 Ziggo Telecom € 11,680,808 6 Renault Automotive € 11,281,736 7 Corendon Travel € 11,143,849 8 Nationale Postcode Loterij Lottery € 10,780,758 9 Vodafone Telecom € 9,726,110 10 PLUS Retail € 9,442,914 Source: Nielsen, Q1 2016 Gross online spend not included.
  29. 29. 29 In 2015, total sponsor spend of the top 100 sponsors decreased slightly with 3% compared to 2014 Total spend top 100 sponsors 2014 2015 Index Total sponsor spend €292,495,000 €283,775,000 97 Average sponsor spend (per brand) €2,924,950 €2,837,750 97 - 100 200 300 400 500 600 Sports Art & Culture Lifestyle Society Media (non-spot) €millions Sponsor spend by type of sponsorship 2010 2011 2012 2013 2014 2015 Source: SponsorMonitor 2016 (Spend is an estimate based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded.)
  30. 30. 30 56% 14% 2% 10% 18% Sponsor contracts Sports Art & Culture Lifestyle Society Media (non-spot) In 2015, 325 new (and renewed) sponsorship contracts were signed. This is a decrease of 30 contracts compared to 2014. The total value of all contracts in 2015 was €154,000,000, averaging €474,000 per contract*. Both the total and the average are halved compared with 2014 (total: €326,990,000; average: €921,098 ). The decrease is partly caused by lower expenses for sport sponsorship. (Another reason of the high total in 2014 is the contract extension of Nike with the KNVB (Royal Dutch Football Association) and the contract of Ziggo with Ajax) Source: SponsorMonitor 2016 (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.
  31. 31. 31 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. Energiedirect.nl will be the new PSV sponsor for the coming three years. 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 | http://www.nrc.nl/nieuws/2016/04/21/na-34-jaar-philips-is-energiedirect-nieuwe-shirtsponsor-psv
  32. 32. 32 Ziggo is entering the top 10 sponsors and shows the biggest increase compared with 2014. This can be explained by the brands’ sponsorship with Ajax. No. Brand Gross sponsor spend 2014 Gross sponsor spend 2015 1 Rabobank € 35,000,000 € 34,000,000 2 Adidas € 13,500,000 € 14,000,000 3 ING € 13,200,000 € 13,450,000 4 ABN AMRO € 10,600,000 € 13,000,000 5 KPN € 13,000,000 € 12,700,000 6 Heineken € 9,800,000 € 11,200,000 7 Nike € 15,500,000 € 11,000,000 8 Ziggo € 1,600,000 € 9,800,000 9 Philips € 10,100,000 € 9,600,000 10 VriendenLoterij € 8,250,000 € 8,500,000 Source: SponsorMonitor 2016 (Spend is an estimate based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded)
  33. 33. 33 Time spend
  34. 34. 34 Dutch people spend more than 3 hours per day on media* 2:29 0:14 1:01 2:01 4:10 2:26 3:08 8:28 2:25 0:12 0:52 2:07 0:57 4:18 3:36 9:29 0:00 1:12 2:24 3:36 4:48 6:00 7:12 8:24 9:36 10:48 12:00 Eating and personal care Other On the go Housework, groceries, shopping Work, study, school Leisure time Media* Sleeping Hours per day Main activities – average time spent per day Weekend Weekdays Source: Media:tijd 2015, base: all adults 13+ (N=2,953) *media consumption not combined with any other activity
  35. 35. 35 Watching and listening (online or offline) are most time consuming media activities 2:42 3:04 0:43 1:06 0:18 0:18 0:20 Listening (online or offline) Watching (online or offline) Reading (paper or electronic) Communicating (through media) Gaming (electronic) Internet other Media other Media activities – average time spent per day Hours per day Source: Media:tijd 2015, base: all adults 13+ (N=2,953) 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
  36. 36. 36 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 2015, base: all adults 13+ (N=2,953)
  37. 37. 37 0% 25% 50% 75% 100% 2010 2011 2012 2013 2014 2015 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% 2010 2011 2012 2013 2014 2015 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 2015 I – 2015 II, base: All adults 13+ (N= 17.171) 0% 25% 50% 75% 100% 2010 2011 2012 2013 2014 2015 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
  38. 38. 38 Device ownership & usage
  39. 39. 39 Smartphone penetration remains stable at 80% in 2015 39% 45% 48% 58% 65% 67% 70% 76% 80% 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, Dec 2015, base: online population 13+ (N=1,150); Global Mobile Landscape 2015, eMarketer. 13.9 million Smartphone users in 2019
  40. 40. 40 All age groups are becoming more mobile. Across all groups an increased tablet penetration is clearly noticeable over the years. There are however no big changes from June 2015 on. 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 dec-15 Source: “Trends in Digital Media”, GfK Intomart, Dec 2015, base: online population 13+ (N=1,150)
  41. 41. 41 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Averagetimespentinminutes Smartphone and tablet usage during the day Smartphone '15 Tablet '15 Smartphone '14 Tablet '14 Tablet and mobile show a similar pattern in usage, with a peak late on the evening. Time spent on both tablet and mobile increased significantly from 2014 to 2015. Source: Media:tijd 2014, base: 13+ (N=2,989) | Media:tijd 2015, base: 13+ (N=2,953)
  42. 42. 42 Watching TV still most popular via traditional TV set. However, popularity for laptop, tablet and mobile is growing. Internet use via mobile has surpassed PC/desktop and is now at the same level as laptop. 68,2% 24,0% 27,4% 15,6% 9,1% 53,7% 12,9% 27,4% 15,6% 8,7% 68,1% 12,9% 23,9% 11,9% 14,1% 54,2% 23,5% 21,7% 12,2% 6,8% 93,2% 21,1% 4,8% 1,2% 2,6% 10,9% 2,5% 77,2% 78,3% Medium type per device Laptop PC/desktop Mobile phone Tablet Traditional TV set* Media player* Game console* Paper* Source: Media Standard Survey 2015 (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 9th 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 2016 Source: http://www.internetlivestats.com/internet-users-by-country/, penetration based on total population
  46. 46. 46 95% of Dutch households have internet access at home. Internet access ‘on the go’ has increased substantially. 90% 44% 5% 8% 92% 45% 4% 7% 93% 45% 4% 6% 94% 46% 6% 5% 95% 48% 55% 5% At home At work Diverse (on the go, at friends/family, school/university etc) Elsewhere Internet access by location 2011 2012 2013 2014 2015 Source: Media Standard Survey 2011-2015 (N= 5,100), base: All adults 13+ * Since 2015, the diverse category is reported differently
  47. 47. 47 Google and Facebook are leading in terms of reach across all platforms. No. Top 10 brands Average monthly reach* Compared to Q4 2015 1 Google (excl YT) 88% 2 Facebook 83% 3 Google Search 81% 4 YouTube 80% 5 Marktplaats 69% 6 Google Maps 69% 7 Bol.com 67% 8 Nu.nl 66% 9 Gmail 59% 10 Digid 56% Source: GfK DAM, base: 13+, average monthly reach Q1 2016 (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. 32% 33% 38% 39% 41% 41% 42% 42% 52% 54% Gmail Marktplaats Nu.nl Google Maps Google Search Facebook Messenger YouTube Google (excl YT) Facebook WhatsApp Messenger Overall top smartphone apps Phone reach % 23% 23% 25% 28% 28% 29% 30% 41% 41% 44% Albert Heijn Google Maps Bol.com Marktplaats Facebook Messenger NU.nl Google Search YouTube Google (excl YT) Facebook Overall top tablet apps Tablet reach % Source: GfK DAM, base: 13+, average monthly reach Q1 2016
  49. 49. 49 Main mobile phone activities are focused on communication in every possible way (email, chat, text message and social media). For the first time, using the Internet is just as popular as to call. 81% 76% 28% 11% 19% 42% 46% 13% 69%5%47% 67% 22% 80% 68% 27% 72% 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, Dec 2015, base: online population 13+ (N=1,151)
  50. 50. 50 Main tablet activities are focused on surfing the web, e-mail, social media and games 36% 30% 3% 60% 14% 35% 38% 9% 14% 87% 58% 70% 16% 36% 3% 18% 4% Tablet activities Video TV Text messages Social media Radio Online shopping Online banking Navigation Music Internet Games E-mail Chat Camera Call Books As e-ticket Source: “Trends in Digital Media”, GfK Intomart, Dec 2015, base: online population 13+ (N=1,151)
  51. 51. 51 The smartphone has the highest share of all communication. Communication share of the home phone increases with age, while smartphone share decreases. 7% 7% 19% 19% 48% 1% Share of all communication per device Landline/home phone Tablet Laptop PC Smartphone Other 0% 20% 40% 60% Total 13+ Men Women 13-19 20-34 35-49 50-64 65+ Share of communication per device per age group Landline/home phone Smartphone Tablet Laptop PC Source: Media:tijd 2015, base: all adults 13+ (N=2,953)
  52. 52. 52 Nu.nl, YouTube and Spotify are the most widely downloaded media apps, both on mobile and tablet. For the first time no increase of the average number of apps over time. 10% 10% 11% 12% 13% 14% 20% 25% 28% 37% RTL XL Netflix AD.nl De Telegraaf Google Play Music NOS NOS teletekst Spotify Nu.nl Youtube Top 10 Media apps - Smartphone 14% 14% 15% 16% 17% 18% 18% 22% 25% 39% Horizon Go (Ziggo) NOS Teletekst NOS De Telegraaf NPO (uitzending gemist) Netflix RTL XL Spotify Nu.nl Youtube Top 10 Media apps - Tablet Average # of apps on mobile: 28 Average # of apps on tablet: 25 Source: “Trends in Digital Media”, GfK Intomart, Dec 2015, base: online population 13+ (N=1,151)
  53. 53. 53 Watching
  54. 54. 54 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.
  55. 55. 55 97% Households with TV 1.6 Average # of TVs per household 38% Hard disc recorder ownership 2015 22% 31% Connected TV penetration 2014 vs. 2015 Source: Media Standard Survey 2015 Trends and developments – I
  56. 56. 56Source: SKO 2012 – 2016 Q1, TA: +6, Linear TV is all the direct watching (exclusive recorded TV programs that are watched on the same day) Average viewing time per day (NL 6+) in 2016 Q1: 205 minutes (vs. 212 min. in 2015 Q1). There’s a high drop (-4%) in linear TV consumption from 2015 Q1 to 2016 Q1 (to 177 minutes per day). Watching linear TV is still the norm, but catch-up TV is gaining ground with an average viewing time of 17 minutes per day in 2016 Q1 (vs. 14 minutes in 2015 Q1), which is equivalent to 8% of total viewing time. Non-linear viewing mostly happens the same day. 178 175 178 168 185 177 11 11 11 11 13 11 3 4 5 6 6 84 5 5 6 6 71 2 2 0 20 40 60 80 100 120 140 160 180 200 220 2012 2013 2014 2015 2016 2015 Q1 2016 Q1 Dutchviewingtime(perday) Linear TV Video, DVD & HDR Non-linear viewing (same day) Non-linear viewing (one week) Non-linear viewing (28 days) Trends and developments – II 196 195 199 192 212 205
  57. 57. 57 Trends and developments – III From November 12 2015 Ziggo and Sport1 started a new sports channel, with matches from La Liga and the NBA as well as Formula 1 races. From the 2016/2017 season the Premier League will also be on Ziggo Sport for 3 years. RTL claims to have the biggest growing Multichannel Network (MCN) with an average reach of 60 million impressions per month. Recently RTL added StukTV to its MCN. The channel adds around 1 million YouTube subscribers to RTL MCN. Source: http://www.nu.nl/media/4156860/ziggo-en-sport1-kondigen-sportkanaal.html | http://www.vi.nl/nieuws/ziggo-plukt-uitzendrechten-premier-league-weg-bij-fox.htm | http://www.adformatie.nl/nieuws/triade-media-verzorgt-de-reclameverkoop-voor-ziggo-sport-en-ziggo-sport-totaal | http://www.adformatie.nl/nieuws/rtl-nederland-en-triade-media-gaan- samenwerken | http://www.adformatie.nl/nieuws/nos-kan-olympische-spelen-blijven-uitzenden | http://www.adformatie.nl/nieuws/rtl-nederland-zee-met-stuktv | http://www.emerce.nl/nieuws/rtl-claimt-snelst-groeiende-multi-channel-network Two Dutch TV networks, RTL Nederland and Triade Media, will work together on selling air time to increase targeting possibilities for advertisers. Triade Media is also responsible for Ziggo Sport. The NOS and Discovery Networks have agreed on a television and multiplatform deal on broadcasting rights for the Olympics of 2018 and 2020. Discovery acquired the rights in 2015 and now sold a sub-licence to NOS.
  58. 58. 58 Trends and developments – IV 6 Dutch spoken YouTube channels have over 500.000 subscribers, with the reality channels of Enzo Knol and StukTV leading (both above 1 million subscribers). Most popular Dutch channels have seen their subscriber count doubled since 2013. This fall, Linda.tv went live. Linda first announced the service to be a paid-on- demand service with the first 6 months being free. However, Linda now decided to make it free as a whole. Linda.tv counted 123.000 subscribers as of march 2016. Source: YouTube audience study 2015 – TNS Nipo http://www.emerce.nl/nieuws/zes-nederlandstalige-youtube-kanalen-hebben-meer-half-miljoen-abonnees | http://www.emerce.nl/nieuws/nederlandse-virtual-reality-bioscoop-trekt-europa-in | The Dutch &Samhoud media’s world’s first VR-cinema will move into Europe. The cinema experience was offered throughout various Dutch cities, but will now also be available in Berlin, Munich, Copenhagen, London and Zurich. YouTube has by far the largest weekly reach of all video streaming services in The Netherlands. Every week, 49% of the Dutch watch YouTube. YouTube’s daily reach among 15-29 year olds is 45%. The average daily viewing time for YouTube is 10 minutes, which is equal to NPO2 and more than NPO3 (6mio).
  59. 59. 59 Trends and developments – V 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: 1.2 MIO Most popular Dutch Gaming Vlogger: Kwebbelkop Subscriptions to YT channel: 4.7 MIO Most popular Dutch Beauty Vlog: Mascha Feoktistova Subscriptions to YT channel: 510.1 K Most popular YT channel in the world: PewDiePie (Swedish Gamer) Subscriptions to YT channel: 46 MIO 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/
  60. 60. 60 32.9 million cinema visitors in 2015 (+7%) €8.37Average price per ticket (+3%) €275.6million in ticket revenue in 2015 Trends and developments – VI Source: http://www.filmdistributeurs.nl/nieuws/groei-bioscoopbezoek-2015-bewijst-kracht-bioscoopbeleving/ From 2014 to 2015 the number of cinema visitors went up by 7%. The total number of cinema visitors is at a historically high level (only previously seen in 1967).
  61. 61. 61 STER (Dutch Government) RTL RTL/Triade SBS Broadcasting Source: retriever.nl, Q1 2016 *As of January 2016 RTL is also responsible for the advertising on the Triade channels. Note: RTL Lounge, RTL Crime and Telekids are paid (digital) channels Note: mostly paid (digital) channels Dutch TV channels, with advertising possibilities (I/II)
  62. 62. 62 Dutch TV channels, with advertising possibilities (II/II) The Walt Disney Company Benelux BE VIACOM Discovery Networks Benelux FOX International Channels Benelux 56 regional channels Note: share a channel with Veronica Source: retriever.nl, Q1 2016
  63. 63. 63 BrandDeli’s market share is rising steadily, but RTL shows the biggest growth from 2015 Q1 to 2016 Q1. This is mainly caused by RTL acquiring the advertising channels of Triade. Source: SKO Jan 2011 – 2016 Q1, 02.00-26.00, base: all adults 13+ *As of January 2016 RTL is also responsible for the advertising on the Triade channels. 0% 10% 20% 30% 40% STER RTL* SBS BrandDeli Triade* TV market share 2014 2015 2015 Q1 2016 Q1
  64. 64. 64 The biggest channels NPO1, RTL4 and SBS6 all show growth. The biggest growth factor for SBS6 is caused by acquiring Champions League broadcasting rights Source: SKO 2014 – 2016 Q1, 02.00-26.00 base: all adults 13+ *As of January 2016 RTL is also responsible for the advertising on the Triade channels. STER RTL/Triade SBS BrandDeli Disney 0 5 10 15 20 25 % Market share 2014 2015 2015 Q1 2016 Q1 Other
  65. 65. 65 RTL4 remains the channel with the highest gross media spend levels, with further growth in 2016 Q1. All BrandDeli channels grew in media spend. 0 50 100 150 200 250 €millions Gross media spend per channel Q1 2015 Q1 2016 + 9% -20% + 6% Source: Nielsen, 2015 Q1 and 2016 Q1. Gross spend for TV only. *As of January 2016 RTL is also responsible for the advertising on the Triade channels. SBSRTLSTER BrandDeli RTL/Triade + 4% Disney + 282%
  66. 66. 66 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 2016 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 – 2016 Q1 Gross spend for TV only. Total spend 2016 Q1: € 798.265.496 Total spend 2015 Q1: € 726.813.754 Total spend 2014 Q1: € 731.618.951 Total spend 2013 Q1: € 617.507.104
  67. 67. 67 When looking at individual brands advertising on TV, supermarket chain Jumbo comes out on top. Overall, retail brands dominate the top 10 with 5 brands in total. No. Brand Category TV gross spend Q1 2016 1 Jumbo Retail € 14,225,066 2 Kruidvat Retail € 11,422,382 3 Albert Heijn Retail € 10,374,234 4 Lidl Retail € 10,011,030 5 Simpel Telecom € 7,276,642 6 PLUS Retail € 7,026,057 7 Renault Automotive € 6,967,210 8 Nivea Personal care € 6,571,773 9 Vodafone Telecom € 6,072,715 10 Opel Automotive € 5,688,039 Source: Nielsen, 2016 Q1 Gross spend for TV only.
  68. 68. 68 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, 2016 Q1, all day (02:00 – 26:00), base: all adults 13+
  69. 69. 69 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
  70. 70. 70 Two options for non-linear TV viewing: On TV screen (set-op 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) Since 2016 TV (all TV channels) and Commercial viewing* data is available. The next step will then be to add international online video platforms (e.g. YouTube and Facebook). If this will be possible isn't clear at the moment. A final step is to integrate the Online Video viewing data with TV viewing data. SKO expect this to be available in 2017. 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 and 2015 | * Including STER, RTL, SBS, Sanoma and Disney, adding BrandDeli per October. If and when internationals (YouTube, Facebook) will be added isn’t clear yet. 6.1% 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 confusion
  71. 71. 71 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.
  72. 72. 72 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
  73. 73. 73 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
  74. 74. 74 The percentage of people who are multi tasking while watching TV has again increased in Q3 2015 and declined for Q1 2016, while the use of mobile phone is becoming more popular and is increasing. Email, social networks, playing games, reading news and chatting are the most popular activities while watching TV. Source: GlobalWebIndex, 2015 Q1 – 2016 Q1, Base: Internet users NL16+ 0% 10% 20% 30% Multi tasking activities Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Desktop PC e-Reader Laptop PC Mobile phone Tablet device None of the above Multi tasking while watching TV Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016
  75. 75. 75 Gender Multitasker while watching TV: mostly 35-44 years old, medium income and interested in travelling, TV shows/series, sports, health and food/cooking. 49% 51% 19,5% 18,8% 23,5% 22,2% 16,0% 0 50 100 150 0% 25% 50% % Index Source: GlobalWebIndex, 2016 Q1, Base Internet Users NL16+ (N= 801), TA: MultiTasker (N=565) 32% 45% 23% Low (Bottom 25% income) (index 98) Mid (Mid 50% income) (index 106) High (Top 25% income) (index 93) Interests Income Age 0 50 100 150 0% 10% 20% 30% 40% 50% 60% % Agree Index
  76. 76. 76 YouTube has by far the highest reach of all VoD channels. Within the “traditional” players, RTL had the highest reach. This changed in July ’15, when Netflix overtook them. Source: GfK DAM, base: 13+, average monthly reach 2015 – 2016 Q1 0% 10% 20% 30% 40% 50% 60% 70% 80% Jan '15 Feb '15 Mar '15 Apr '15 May '15 Jun '15 Jul '15 Aug '15 Sep '15 Oct '15 Nov '15 Dec '15 Jan '16 Feb '16 Mrt '16 Video on Demand – average monthly reach YouTube RTL XL Netflix NPO gemist Vimeo KIJK.nl NLziet
  77. 77. 77 Netflix has the highest reach particularly in the 13-19 age group. The total reach of Linear TV viewing is still much higher compared to non-linear. 0% 10% 20% 30% 40% 50% 60% Total 13+ 13-19 years 20-34 years 35-49 years 50-64 years 65 years and older Monthly reach Netflix RTL XL NPO gemist KIJK.nl Source: DAM 13+, 13-19, 20-34, 35-49, 50-64, 65+, Jan 2016 – Mar 2016 (average monthly reach) | SKO 13+, 13-19, 20-34, 35-49, 50-64, 65+, Jan 2015 – Mar 2015, average monthly reach within the period STER: 95% RTL: 95% SBS: 93% STER: 92% RTL: 92% SBS: 91% STER: 97% RTL: 96% SBS: 94% STER: 100% RTL: 98% SBS: 96% STER: 95% RTL: 95% SBS: 93% STER: 90% RTL: 91% SBS: 87%
  78. 78. 78 TV viewing on tablet or smartphone is increasing in popularity. Netflix is the most popular on-demand media service with 21% of the people using it in 2016 Q1. 19,2% 10,7% 3,1% 18,9% 13,0% 2,9% 21,5% 15,6% 4,6% 21,0% 11,9% 3,4% 0% 5% 10% 15% 20% 25% Netflix RTL XL Videoland Which of the following services have you used in the last month? 2015- Q2 2015-Q3 2015- Q4 2016 - Q1 Source: GfK Trends in Digitale Media (N=1,151) | Source: GWI on-demand media service Q2 2015 – Q1 2016, base: NL 20-49 28% 30% 11% 18% 26% 31% 8% 24%24% 32% 12% 26% 25% 31% 14% 27% 23% 31% 15% 26% 24% 29% 15% 26% Desktop (PC) Laptop/Netbook Smartphone Tablet Devices used by people to watch television Jun 13 Dec 13 Jun 14 Dec 14 Jun 15 Dec 15
  79. 79. 79 Professional content most popular, both TV as well as other professional content. The younger the target audience the more time is spent on user generated content. Source: Media:tijd 2015, base: All adults 13+ (N=2,953) 0 5 10 15 20 25 30 35 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
  80. 80. 80 Catch-up TV has grown significantly. The programme ‘Wie is de mol?’ is the most watched catch-up TV show in 2016 Q1. Date Day Programme Channel Viewers (x1000) 1 30-01-2016 Sat Wie is de mol? NPO1 685 2 08-01-2016 Fri Flikken Rotterdam NPO1 481 3 08-02-2016 Mon Dokter Deen NPO1 377 4 07-02-2016 Sun Divorce RTL4 349 5 26-03-2016 Sat De Kwis NPO1 314 6 03-02-2016 Wed Floortje naar het einde van de wereld NPO1 312 7 03-03-2016 Thu Over mijn lijk NPO1 309 8 07-02-2016 Sun Moordvrouw RTL4 307 9 08-02-2016 Mon Celblok H SBS6 274 10 23-02-2016 Tue De Rijdende Rechter NPO1 272 Source: SKO, trends in uitgesteld kijken via de televisie,+ 02:00-26:00 UUR, 6+, 2016 Q1
  81. 81. 81 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 22 169 36.120 Kinepolis 8 42 8.298 VUE 6 38 7.237 Utopolis 5 34 6.285 Other 28 131 20.101 Total 69 (51%) 414 (61%) 78.041 (66%) #locations #cinema halls #seats VUE 15 71 12,845 Other 51 190 27,740 Total 66 (49%) 261 (39%) 40.585 (34%) 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, Q4 2015 | http://www.filmonderzoek.nl/ocw-ontwikkelingen-in-de-cultuursector Next to main player Jean Mineur, FoxScreen (sister company of CineFox; silent local advertising) entered the market as vendor for national cinema advertising. With 66% of the seats, Jean Mineur still is the biggest vendor.
  82. 82. 82 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 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 #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 2015 | http://www.volkskrant.nl/media/britten-en-belgen-gaan-strijd-met-pathe-aan~a4128460/
  83. 83. 83 In general, an increase of cinema visits is visible in 2015 Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners), annual report 2015 | 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 2015 2014
  84. 84. 84 0 20 40 60 80 100 120 140 0,0 0,5 1,0 1,5 2,0 2,5 3,0 3,5 4,0 4,5 January February March April May June July August September October November December Mediaspend(in€millions) Seasonality cinema (spend & visitors) Average visitors index 2007-2011 2014 2015 2016 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, 2014 - 2016 Q1 | Average seasonality cinema visits Jean Mineur Network 2007-2011 Gross spend for cinema only.
  85. 85. 85 The movie ‘Spectre’ was the most popular film in 2015 Title Revenue (in ‘000) Visits (in ‘000) Spectre € 19,155 2,041 Minions (3D) € 13,143 1,611 Jurassic world (3D) € 9,999 1,007 Star Wars: The Force Awakens (3D) € 9,090 864 Fast & Furious 7 € 8,421 956 Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners), annual report 2015
  86. 86. 86 The regular cinema visitor is more male and is younger than the non- regular cinema visitor. High social class for both visitor groups. 52% 48% Profile regular cinema visitor* Source: NOM Print & Doelgroep Monitor 2015 I – 2015 II, base: total NL 13+ (N= 17.171) | * 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% 30% 19% 18% 18% 11% 13-14 (index 148) 15-24 (index 205) 25-34 (index (135) 35-49 (index 73) 50-64 (index 74) 65+ (index 54) Social class % Index A 31% 142 B1 26% 116 B2 22% 108 C 9% 60 D 12% 60 Social class % Index A 27% 123 B1 25% 113 B2 23% 111 C 13% 85 D 12% 61 49% 51% 4% 21% 17% 30% 19% 9% 13-14 (index 164) 15-24 (index 139) 25-34 (index (122) 35-49 (index 122) 50-64 (index 79) 65+ (index 44)
  87. 87. 87 For both 2014 and 2015 the age group 6-15 has the highest reach for cinema Source: Bioscoopmonitor 2015 74% 81% 73% 58% 59% 55% 38% 32% 75% 83% 73% 61% 59% 62% 43% 32% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 6-11 12-15 16-23 24-29 30-39 40-54 55-64 65+ Cinema reach 2014 2015
  88. 88. 88 Listening
  89. 89. 89 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.
  90. 90. 90 Trends and developments I 22tracks and Vice will intensify their partnership, with more focus on marketing and creativity. Both parties see the benefits, particularly because both brands complement each other. A deal between TMG and Talpa will see radio stations SLAM!, Sky Radio, Radio 538 and Radio Veronica combined in one radio company. With 27% market share this could potentially become the biggest commercial radio company in The Netherlands. Talpa also holds a minority stake in Radiocorp, which operates radio stations 100% NL and Radio 10. Source: http://www.nu.nl/internet/4093236/spotify-integreert-elektronische-muziek-van-beatport.html | http://nieuws.tmg.nl/tmg-kondigt-strategische-samenwerking-met-talpa-aan- op-gebied-van-radio-tv-en-ott | http://www.adformatie.nl/nieuws/radio-8fm-zenders-zee-met-e-power Radio Veronica will start a new station: Wave Radio. It’s established for upcoming pop and rock talent both international and Dutch talent.
  91. 91. 91 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 and 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
  92. 92. 92 Dutch radio stations, with advertising possibilities (I/II) STER One Media Sales Sky Radio Group Q-Music NL Source: retriever.nl, 2016
  93. 93. 93 Dutch radio stations, with advertising possibilities (II/II) E-power advertising Groot Nieuws Radio FD Mediagroep FunX 112 regional stations 22 online stations Note: ORN (government) and E Power (commercial) take care of the sales of approximately 30 stations Source: retriever.nl, 2016
  94. 94. 94 ORN, E-power and NPO Radio5 have increased their market share, while NPO Radio 2 and Sky Radio have decreased market share. Source: NLO, based on audience of 10+, Note: % is Avg Aug-Sep‘15 vs Feb-Mar ‘16 0% 5% 10% 15% Market share (%) Aug-Sep 2015 Oct-Nov 2015 Dec-Jan 2016 Feb-Mar 2016 +14% -10% -9% +5% +4%
  95. 95. 95 Top 3 stations in media spend are Radio538, Q-music and Sky Radio. Radio10 shows the most YoY growth in media spend. 0 5 10 15 20 25 30 35 40 45 MediaSpendperStation(inMillions) 2015 Q1 2016 Q1 +5% +63% -16% -7% -25% Source: Nielsen, 2015 Q1 – 2016 Q1 Gross spend for radio only. +27%
  96. 96. 96 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 2016 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 - 2016 Q1 Gross spend for radio only. Total spend 2016 Q1: € 176.125.183 Total spend 2015 Q1: € 173.089.290 Total spend 2014 Q1: € 146.556.594 Total spend 2013 Q1: € 137.398.567
  97. 97. 97 No. Brand Category Radio gross spend in Q1 2016 1 Ziggo Telecom €4,711,555 2 Renault Automotive €3,997,216 3 Kruidvat Retail €3,587,602 4 Volkswagen Automotive €2,941,928 5 Opel Automotive €2,804,541 6 Lidl Retail €2,465,748 7 Vodafone Telecom €2,382,540 8 MKB Brandstof B2B €2,090,155 9 ANWB Service €2,018,773 10 KPN Telecom €1,830,275 When looking at individual brand level in radio spend, Ziggo has the highest spend levels followed by Renault and Kruidvat. Overall, automotive are best represented in the top list of radio spend. Source: Nielsen, Q1 2016 Gross spend for radio only.
  98. 98. 98 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, 2016 (jan-mar), based on 13+ Young Male Old *Radio Veronica: ‘oldies’ (music more than 5 years old) *BNR Nieuws Radio: News *SLAM!: Dance and new hits *Sublime FM: Jazz and/or classic *100% NL: Dutch Since January 2016, Radio 6 ceased its radio activities. This soul and jazz channel is replaced by NPO Soul and Jazz Female
  99. 99. 99 Desktop and laptop getting less popular for radio usage. TV is the most popular for digital listening. Source: Trends in Digital Media 2015, GfK Intomart, December 2015, base: online population 13+ (N=1,151) *Claims to listen radio via device **Television was previously reported as SettopBox. Since the December 2015 publication it’s categorized under television. 0% 5% 10% 15% 20% 25% 30% 35% June '12 Dec '12 June '13 Dec '13 June '13 Dec '14 Juni '15 Dec'15 %Agreetolistenviadevice Digital radio listening* Desktop Laptop Smartphone Tablet Television** Streaming- network audioplayer
  100. 100. 100 Most time spend on online radio via TV, followed by desktop and streaming. Radio station apps are getting popular, although Spotify is way ahead. No big difference between app download for Phone or Tablet. Source: Trends in Digital Media, GfK Intomart, December 2015, base: All (n=1.151) 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 Radio 10 Radio Apps (downloaded) Tablet (n=718) Smartphone (n=931) 52 91 36 43 23 13 0 50 100 150 200 250 300 Average minutes per week Desktop TV Laptop Streaming-/network player Smartphone Tablet Source: Trends in Digital Media, GfK Intomart, December 2015, base: owners of tablet and/or smartphone
  101. 101. 101 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. Avg monthly reach Q1 2016 17,6% An audio platform that enables sound creators to upload, record, promote and share their originally- created sounds. Avg monthly reach Q1 2016 2,6% Web-based music streaming service. Also available on smartphone (partner with telecom provider T- Mobile). Spot advertising within playlist possible. Avg monthly reach Q1 2016 1,3% Source: Spotify | DAM Q1 2016 (TA 13+ N=1,091), Average monthly reach all platforms | 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
  102. 102. 102 Reading
  103. 103. 103 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.
  104. 104. 104 Trends & developments – I De Persgroep and Wegener Media joined forces in January 2016 and will start operating together under the name De Persgroep Nederland. The newly formed entity wants to provide clarity by calculating all prices in the same manner. Pricing based on Cost per Mille (CPM) will also be applied to regional and local titles. Gross base prices for those titles will be significantly reduced. 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, which started in 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://www.marketingonline.nl/nieuws/vostradamus-komt-met-onafhankelijk-onderzoek-reclamefolders Market research bureau Vostradamus will start an independent research into the spread and effects of door drops in The Netherlands. Distributors of door drops already report the spread and effects, but there’s no independent party doing it yet. Vostradamus developed a research method to monitor a panel of 75.000 unique zip codes.
  105. 105. 105 Trends & developments – II Publisher New Skool Media (established in 2014) has taken-over titles Elsevier and BeleggersBelangen from Reed Business Nederland. Last year RELX, owner of Reed Business, announced it wanted to see Elsevier change its name. Following this take-over that is no longer an issue for the 70-year-old magazine. Publisher Sanoma won the 2015 DDMA Customer Data Award. DDMA (Data Driven Marketing Association) is the Dutch industry association for direct marketing. The annual award was given to Sanoma for the way that they make use of customer data in trying to improve products and personalize content. Source: http://www.adformatie.nl/nieuws/new-skool-media-neemt-weekblad-elsevier-over| http://www.emerce.nl/nieuws/customer-data-award-innovatief-sanoma | http://datadag.nl/brancheorganisatie-ddma-heeft-gisteravond-de-customer-data-award-2015-uitgereikt-aan-sanoma-de-award-is-een-waardering-voor-de-succesvolle-wijze- waarop-sanoma-klantgegevens-inzet-om-producten-te-verb/
  106. 106. 106 Trends & developments – III New editor in chief Paul Jansen announced a step change for tabloid newspaper de Telegraaf in September 2015. He wants more focus on in-depth journalism and fewer populist headlines. In addition, the layout of the paper is also being updated with more regular sections. Jansen will work with new editors for their five subcategories: Telesport, Financial Telegraaf, Vrouw, Privé and Autovisie. The editor in chief of NRC, Peter Vandermeersch, announced a change in the paper’s pay-off in October 2015. The new pay- off: ‘What is your opinion based on?’ is in line with the original foundations of the paper to confront readers with questions that will intrigue them. In addition NRC.next is updating its regular sections to better match its readers’ needs. Changes will be made to both the digital and paper versions, the latter of which will compete in the category of morning papers. http://www.adformatie.nl/nieuws/vanaf-maandag-vernieuwde-minder-schreeuwerige-telegraaf | http://www.adformatie.nl/nieuws/telegraaf-breidt-hoofdredactie-uit | http://www.adformatie.nl/nieuws/nrcnext-wordt-vernieuwd-en-wil-strijd-de-ochtend-aan |
  107. 107. 107 Trends & developments – IV Paid blogs can easily be perceived as misleading for consumers. Currently 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 allowed to step in when consumers lodge a formal complaint. However most consumers, bloggers and advertisers are not aware of the rules so this remains a grey area for the time being. People who try to sell on their e-books on marktplaats.nl (the Dutch version of Ebay), will face being told off by foundation ‘BREIN’, which represents copyright holders. In an attempt to tackle online piracy, BREIN is sending out automated emails, warning of high fines and possible prison sentences. http://www.trouw.nl/tr/nl/5133/Media-technologie/article/detail/4153121/2015/09/30/Betaalde-blogs-misleiden-consument.dhtml | http://www.emerce.nl/nieuws/brein-dreigt-doorverkopers-van-e-boeken-met-boetes
  108. 108. 108 Blendle is a micropayment platform for quality content. Subscribers can top up their Blendle wallet and are then only one click away from buying articles from various newspapers and magazines. After steadily expanding in its Dutch home market since its launch in 2014, the platform has now also been launched in Germany (2015) and is in a beta trial phase in the US (2016). As part of its international expansion plan, Blendle has expanded its portfolio by adding international newspaper titles such as The New York Times, The Wall Street Journal and The Washington Post, as well as Times Inc magazines, amongst others. 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; http://www.emerce.nl/nieuws/blendle-lanceert-btaversie-vs; http://www.wired.com/2016/03/pay-25-cents-read-article-blendle-certainly-thinks/ New media development: pay-per-article/micropayments
  109. 109. 109 Newspapers print circulation dominated by national newspapers 1.537 1.195 433 - 200 400 600 800 1.000 1.200 1.400 1.600 1.800 2015 Moving year average circulation figures (in ‘000s) National newspapers Regional newspapers Free sheets Source: NOM, 2015 moving year average circulation figures. Based on print only (all paid-for and free-of-charge circulation)
  110. 110. 110 Top 10 ranking Title Newspaper type Total annual paid circulation Q1 2015 – Q4 2015 Total annual circulation Q1 2015 – Q4 2015 1 De Telegraaf National 416,318 469,972 2 Metro Free sheets 0 432,510 3 AD National 337,319 386,583 4 De Volkskrant National 223,778 265,758 5 NRC Handelsblad National 143,027 154,013 6 Dagblad De Limburger Regional 128,542 134,274 7 De Gelderlander Regional 108,102 119,341 8 Trouw National 89,957 107,959 9 Noordhollands Dagblad Regional 99,922 104,217 10 Dagblad van het Noorden Regional 96,515 102,613 Tabloid newspaper De Telegraaf is leading the pack in terms of circulation Source: NOM, Q1 2015 – Q4 2015 annual moving average circulation figures for newspapers. Based on print only (all paid-for and free-of-charge circulation), excluding digital circulation figures.
  111. 111. 111Source: NOM Print & Doelgroep Monitor 2015-I 2015-II, base: total NL 13+ (N=17,171) National papers AD and Telegraaf are leading in terms of reach. Four strong regional titles represented in the top 10. Top 10 newspapers in terms of audience reach Publication type Average issue reach amongst NL 13+ (in ‘000s) Average issue reach amongst NL13+ (%) AD National 1.383,3 9.8 De Telegraaf National 1.398,3 9.8 Metro National 1.060,0 7.4 De Volkskrant National 729,1 5.1 NRC Handelsblad National 376,5 2.6 De Gelderlander Regional 355,0 2.5 Brabants Dagblad Regional 315,1 2.2 AD Rotterdams Dagblad Regional 301,4 2.1 Trouw National 294,8 2.1 De Stentor Regional 266,5 1.9
  112. 112. 112 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 50.8 7.192 164.997 22,9 2 NOS 39.2 5.542 187.051 33,8 3 Telegraaf 35.3 4.989 100.826 20,2 4 AD 34.3 4.854 79.893 16,5 5 RTL nieuws 23.9 3.377 26.682 7,9 6 De Volkskrant 14.3 2.016 16.557 8,2 7 NRC 14.0 1.977 11.439 5,8 8 Omroep Brabant 9.5 1.339 17.842 13,3 9 Drimble.nl 9 1.275 2.797 2,2 10 Trouw 8.2 1.156 10.049 8,7 Source: DAM, base: 13+, average reach Q1 2016 all platforms
  113. 113. 113 0 20 40 60 80 100 120 140 January February March April May June July August September October November December Newspapers Grossspend(inMillions) 2013 2014 2015 2016 Newspaper spend levels dip slightly in summer and rise around Christmas. 2016 Q1 shows a significantly lower ad spend than previous years. Source: Nielsen, 2013 -2016 Q1 Gross spend for newspaper advertising only. Total spend 2016 Q1: € 186.338.154 Total spend 2015 Q1: € 275.528.854 Total spend 2014 Q1: € 255.306.640 Total spend 2013 Q1: € 292.194.772
  114. 114. 114 No. Brand Category Newspapers gross spend in Q1 2016 1 Kras Reizen Travel €8,433,859 2 Koopjedeal.nl Media €7,226,435 3 Corendon Travel €5,134,345 4 NRC* Media €4,940,407 5 Stip Reizen Travel €4,896,358 6 Molenaar Health €3,401,422 7 Familieberichtenonline Media €2,945,375 8 Bolderman Travel €2,868,134 9 Lidl Retail €2,292,783 10 Woonsquare Home and living €1,771,114 Travel brands heavily dominate the top 10 media spend in newspapers Source: Nielsen, 2016 Q1 Gross spend for newspapers only. *NRC brand consists of all media of NRC. Most ads are for their own newspapers
  115. 115. 115 Telegraaf and Brabant Combinatie advertising revenue drops significantly. Most growth in media spend for Trouw and NRC.Next. 0 10 20 30 40 50 60 70 Mediaspend(inmillions) 2015 Q1 2016 Q1 -56% +28%+33% -49% Source: Nielsen, 2015 Q1 – 2016 Q1 Gross spend for newspapers only.
  116. 116. 116 Reading newspapers digitally is becoming increasingly common across all platforms. 38% 20% 20% 36% 21% 23% 35% 22% 24% 39% 27% 28% Pc/Laptop Mobile Tablet NPDM 2013 I - 2013 II NPDM 2013 II - 2014 I NPDM 2014 I - 2014 II NPDM 2015 I - 2015 II Source: NPDM releases: 2013 I – 2015 II, base: total NL 13+ Digital use of newspapers
  117. 117. 117 Family, culinary and women’s magazines have highest circulation figures 0 1.000 2.000 3.000 4.000 5.000 6.000 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, Q1 2015 – Q4 2015 annual moving average circulation figures. Based on total magazines (all paid-for and free-of-charge circulation).
  118. 118. 118 In the magazine category high circulation numbers for sponsored magazines. Kampioen has the highest total circulation in Q1 2015 – Q4 2015. Top 10 magazines in terms of circulation figures Title Magazine type Total paid circulation Q1 2015 – Q4 2015 Total circulation Q1 2015 – Q4 2015 1 Kampioen Family 3.451.175 3.451.175 2 Allerhande Culinary sponsored 0 2.049.849 3 Boodschappen Culinary sponsored 0 1.982.416 4 AllesVoor Family 0 1.395.860 5 Eigen Huis magazine Home decoration, gardening & DIY 720.990 720.990 6 Vrouw Women’s 0 572.802 7 Zorgbelang Special interest 0 497.955 8 Veronica Magazine TV listings 386.919 388.329 9 Het Volkskrant Magazine Newspaper mags 0 348.783 10 Libelle Women’s 326.302 329.592 Source: NOM, Q1 2015 – Q4 2015 annual moving average circulation figures for magazines
  119. 119. 119Source: 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
  120. 120. 120 0 10 20 30 40 50 January February March April May June July August September Oktober November December Magazines grossmediaspendinmillions 2013 2014 2015 2016 There is a strong seasonality pattern for magazines. It shows highest spend levels in spring, fall and during the Christmas season. Source: Nielsen, 2015 Q1 – 2016 Q1 Gross spend for consumer magazines only. Total spend 2016 Q1: € 69.606.361 Total spend 2015 Q1: € 74.754.873 Total spend 2014 Q1: € 83.169.719 Total spend 2013 Q1: € 93.327.041
  121. 121. 121 No. Brand Category Gross spend in Q1 2016 1 Hollands Nieuwe Telecom €1,108,316 2 Albert Heijn Retail €966,054 3 Elsevier* Media €922,828 4 Corendon Travel €855,115 5 Voordeeluitjes Travel €831,451 6 Otolift Health €755,849 7 ANWB Service €678,168 8 Cookloveshare.nl Media €649,101 9 Pharos* Travel €648,598 10 Knorr FMCG €606,666 When looking at an individual brand level in magazine spend, Hollands Nieuwe comes out on top followed by Albert Heijn. Source: Nielsen, 2016 Q1 Gross spend for consumer magazines only. *Elsevier brand consists of all media of Elsevier. Most ads are for their own magazines. *Pharos is a travel agency of ANWB.
  122. 122. 122 Allerhande has the highest amount of media spend and shows a YOY growth. The decrease in media spend is the highest for Veronica. 0 1 2 3 4 5 6 7 8 9 Mediaspend(inmillions) 2015 Q1 2016 Q1 +31% -28% +13% -62% Source: Nielsen, 2015 Q1 – 2016 Q1 Gross spend for consumer magazines only.
  123. 123. 123 Wegener media is number one door-to-door paper with 43,8%, which is more than 3 times bigger than Holland media combination. 29% 90% 80% 83% 73% 51% 77% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % Total reach doordrops Total Reach % Source: NOM folder monitor 2016 | 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
  124. 124. 124 Communicating
  125. 125. 125 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.
  126. 126. 126 Social media
  127. 127. 127 Trends and developments – I Most brands are posting daily on Instagram. The gap between posting on Facebook and Instagram is getting bigger. Advertising on Facebook is decreasing. Brands post on average 10 posts a week. 78.4% of the are posting daily content on Instagram. This percentage is 64.7% for Facebook. Whatsapp is now the biggest social media platform in 2016. It is the most popular social media tool with 9.8 million Dutch people using it and where 7 million people use it daily. LinkedIn, Twitter and Google+ show decreasing daily use and YouTube and Facebook show small increase in daily use. The website echtevoetballers.nl is going to be the social platform for amateur football. Users on this platform can share their movies of football actions and you can find highlights of football games. It’s a place where the football fans can come into the spotlights and where it doesn’t matter how much talent you have and in which team you play. Source: http://www.emerce.nl/wire/social-media-platform-amateurvoetbal-nederland-live | http://www.emerce.nl/research/meeste-merken-posten-dagelijks-op-instagram | http://www.emerce.nl/research/whatsapp-grootste-social-media-platform-in-2016
  128. 128. 128 Trends and developments – II Pinterest opens it’s very own webshop in which a selection of articles of Buyable pins are offered. 60 million products are for sale on Pinterest since the launch of the webshop. Right now when customers like things on Pinterest, they can immediately buy the product. Whatsapp is slowly replacing Facebook. Dutch people are becoming more conscious in sharing their messages, photos and videos in small selected groups. The amount of sent pictures is three times higher on Whatsapp than on Facebook or Instagram. When people have to choose between Facebook and Whatsapp, 72% chooses Whatsapp. Source: http://www.emerce.nl/nieuws/pinterest-opent-eigen-webwinkel | http://www.emerce.nl/nieuws/facebook-krijgt-steeds-meer-concurrentie-van-whatsapp
  129. 129. 129 Trends and developments – II 0% 10% 20% 30% 40% 50% 60% Total 16-24 25-34 35-44 45-54 55-64 Using services such as AdBlock in the past month Q2- 2015 (n=751) Q3- 2015 (n=791) Q4- 2015 (n=752) Q1- 2016 (n=801) Source: GlobalWebIndex, Q2 2015 – Q1 2016, Base Internet Users NL16+ In Q1 2016, there is clear uplift in the age groups 16-24 and 35- 44 when it comes to the use of AdBlockers. There is a decrease in the use of AdBlockers visible for the older age groups.
  130. 130. 130 Trends and developments III – User behavior of social media Source: http://www.adformatie.nl/nieuws/twitter-lanceert-first-view-24-uur-take-over-met-video | http://www.emerce.nl/nieuws/youtube-begint-livestreaming | http://www.adformatie.nl/nieuws/bereik- snapchat-stijgt-naar-29-onder-13-24-jarigen YouTube is working on a livestream app called YouTube Connect. This must be a competitor of Twitters’ Periscope and Facebook Live. YouTube Connect is going to be an app that not only shares videos with friends, but also posts them on channels on YouTube itself. Twitter launches First View, a 24hours video take-over. This is an expansion of the existing Promoted Video offer, where Twitter provides advertisers to occupy the Twitter timeline for 24 hours which is visible for everyone who opens Twitter in the app or at the website. First View is a tool to generate high reach. Snapchat is reaching more young women than men. Also, the use intensity of Snapchat is very high in general. In February 2016, the reach of Snapchat among age group 13-24 increased to 29%. This is an increase of 8% compared to the previous month.
  131. 131. 131Source: 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%)
  132. 132. 132 Facebook and YouTube are most used platforms in 2015 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:
  133. 133. 133 Snapchat is used mainly by the new generation (gen Z) (46% 13-19) 11% 13% 18% 6% 10% 8% 23% 46%25% 28% 32% 31% 30% 22% 34% 34% 28% 29% 29% 31% 30% 30% 23% 14% 23% 21% 16% 22% 21% 26% 16% 5% 12% 9% 5% 10% 9% 14% 5% 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: GfK DAM, base: 13+, Q1 2016 (all platforms)
  134. 134. 134 Account ownership remains more or less stable through the year. But within the older age groups, there’s an increase evident in active usage. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 16+ 16-24 25-34 35-44 45-54 55-64 Account ownership 2013 2014 2015 Q2 2015 - Q1 2016 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 16+ 16-24 25-34 35-44 45-54 55-64 Active users monthly 2013 2014 2015 2015 Q2 - 2016 Q1 Source: GlobalWebIndex, 2013 – 2016 Q1, Base Internet Users NL16+,
  135. 135. 135 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 16+ 16-24 25-34 35-44 45-54 55-64 Account ownership 2013 2014 2015 2015 Q2 - 2016 Q1 A slight increase in account ownership is visible for age groups 16-24. Ownership and active usage amongst all other age groups remain stable. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 16+ 16-24 25-34 35-44 45-54 55-64 Active users monthly 2013 2014 2015 2015 Q2 - 2016 Q1 Source: GlobalWebIndex, 2013 – 2016 Q1, Base Internet Users NL16+,
  136. 136. 136 Account ownership of Instagram is overall increasing and is particularly high for the younger age groups (16-24). 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 16+ 16-24 25-34 35-44 45-54 55-64 Account ownership 2013 2014 2015 2015 Q2 - 2016 Q1 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 16+ 16-24 25-34 35-44 45-54 55-64 Active users monthly 2013 2014 2015 2015 Q2 - 2016 Q1 *Instagram is from Q2 2013 available Source: GlobalWebIndex, 2013 – 2016 Q1, Base Internet Users NL16+,
  137. 137. 137 Account ownership and active usage for YouTube seems to increase again. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 16+ 16-24 25-34 35-44 45-54 55-64 Account ownership 2013 2014 2015 2015 Q2 - 2016 Q1 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 16+ 16-24 25-34 35-44 45-54 55-64 Active users monthly 2013 2014 2015 2015 Q2 - 2016 Q1 Source: GlobalWebIndex, 2013 – 2016 Q1, Base Internet Users NL16+,
  138. 138. 138 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+
  139. 139. 139 Worries about privacy have increased among users. Especially Generation X and the baby boomers are worried. 44% 48% 0% 10% 20% 30% 40% 50% 60% Worried Worries about privacy in The Netherlands 2016 2015 Source: Ruigrok NetPanel, Whats happening online 2016, 18+ n=1,239 26% 38% 51% 52% 42% 42% 35% 34% 28% 17% 12% 12% 3% 3% 1% 2% 0% 10% 20% 30% 40% 50% 60% Digital teenagers Millennials Generation X Babyboomers Worried about privacy Worried Neutral Not worried Don't know
  140. 140. 140 Twitter TV buzz is booming, Starcom uses Echo Listening Tool to analyze social media buzz. SPOT introduced Twitter TV Ratings to count tweets around TV content. Source: http://spot.nl/top-10-meest-getwitterde-tv-programmas-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 Twitter impressions Tweets 1 19-05-15 Eurovision Songfestival half final NPO 1 476,464 42,704,592 185,090 2 23-05-15 Eurovision Songfestival final NPO 1 346,002 22,702,381 121,189 3 9-03-15 Nieuwsuur NPO 2 320,856 5,871,752 37,869 4 2-04-15 The passion 2015 NPO 1 313,431 12,190,515 34,494 5 14-11-15 Intocht Sinterklaas 2015 NPO 3 251,037 1,587,606 10,886 6 18-03-15 Nos Nederland Kiest: De Uitslagen NPO 1 228,218 1,227,262 5,580 7 6-11-15 K3 zoekt K3 SBS 6 221,487 8,835,171 47,465 8 9-04-15 3FM awards NPO 3 221,013 1,348,506 5,105 9 15-10-15 Gouden Televizier-Ring Gala 2015 NPO 1 218,005 3,968,892 11,254 10 2-01-16 Wie is de Mol? NPO 1 213,527 3,003,804 9,776
  141. 141. 141 Surfing online
  142. 142. 142 Trends and developments – I E-commerce E-commerce is growing with 16.5% this year. The Dutch online shopper is expected to spend €811 per person, which is an increase of €26.64 compared to 2015. Shopping on mobile More and more consumers are using their smartphone for online purchases. Especially in age group 30-49 smartphones are used for online shopping. Consumers prefer to pay via the website provider. In February, 46% of the consumers have used their phone to make a purchase online. Advertising in messenger apps Advertising in messenger apps is a big opportunity for marketers right now. People are spending lots of time on their smartphone and especially on messenger apps. In-app advertising is possible through banners or text ads. Source: http://www.marketingonline.nl/nieuws/e-commerce-groeit-dit-jaar-met-165 | http://www.emerce.nl/wire/online-shoppen-smartphone-steeds-populairder | http://www.emerce.nl/achtergrond/de-opmars-van-adverteren-in-messenger-apps-de-nieuwe-goudmijn-voor-adverteerders
  143. 143. 143 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% of all Internet users around the world are not seeing advertisements. In The Netherlands, this number is much higher (26%). For websites this is perceived to be a big problem as it decreases the value of online ads. Half of the Dutch population considers to install adblockers. People have a positive attitude towards advertising in general, but are annoyed by online ads. The use of adblockers is highest on laptops and desktops. However, the intention to install adblocker is highest for smartphones. 1 out of 10 PC users has installed an adblocker last year. Interest in adblockers is not age related. Publishers are taking action against adblockers. This is because 85% of their revenue comes from advertisements. However, their approach differs. Publisher Forbes is using the most aggressive form of action and therefore eliminates adblockers. 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/een-op-de-tien-volwassen-computerbruikers-heeft-adblocker | http://www.emerce.nl/nieuws/661643
  144. 144. 144 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
  145. 145. 145 According to Integral Ad Science the viewability of ads still is a problem, but thanks to DMA Starcom is able to optimize viewability. Viewability* comparison 49% 45% 47% 47% 44% 43% 45% 58% 58% 61% 66% 62% 66% 67% 40% 45% 50% 55% 60% 65% 70% Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Integral Ad Science Starcom NL Viewability* stats 3 most used formats 67% 64% 59% 59% 60% 59% 69% 73% 63% 59% 64% 71% 44% 44% 41% 43% 48% 48% 43% 42% 57% 58% 55% 57% 0% 10% 20% 30% 40% 50% 60% 70% 80% Q1 2015 Q2 2015 Q3 2015 Q4 2015 Leaderboard Starcom NL Medium Rectangle Starcom NL Skyscraper Starcom NL Leaderboard IAS Medium Rectangle IAS Skyscraper IAS Source: Integral-Ad-Science reports Q4 2015; DMA viewability Benchmark stats Starcom NL; *Viewability as IAB standard: 50% of ad more than one second in view
  146. 146. 146 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 YouTube traffic will be of higher quality and click behavior is similar for desktop and mobile devices. DoubleClick, 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
  147. 147. 147 Digital ad formats (I/II) A range of digital advertising formats are used: Source:http://nextday.media/producten/ Half-page ad 300x600 Full banner 468x60 Leaderboard 728x90 Billboard 970x250 Large rectangle 336x280 Medium rectangle 300x250 Wide Skyscraper 160x600 Skyscrap er 120x600
  148. 148. 148 Digital ad formats (II/II) Multiple companies collaborated with IAB in a agency working group to create detailed specifications for the units to run across screens and operating systems, as well as the mobile web and apps. Source: IAB http://www.iab.com/guidelines/mobile-rising-stars-ad-units/
  149. 149. 149 42% 14% 18% 38% 44% 15% 18% 38% 46% 17% 20% 41% 49% 19% 23% 43%44% 16% 20% 40% Social Networks Buying/selling Streaming video Searching for info 2013 I - 2013 II 2013 II - 2014 I 2014 I - 2014 II 2014 II - 2015 I 2015 I - 2015 II Over the last two years all online activities have shown an increase in usage. However, a decline is visible for 2015. Online activities done ‘often’ – across time Source: NPM 2013-I 2013-II to NPM 2015-I 2015-II
  150. 150. 150 Most activity on PC/Laptop. Mostly same activities across platforms, although popularity differs for each platform. 33% 33% 35% 35% 36% 37% 38% 42% 55% 58% Searched for a product or service you want to buy Used a map or directions service / app Used an internet banking service Visited a news website / app / service Uploaded / shared a photo Used a webmail service to access, read or send emails Checked the weather online Used a chat or instant messaging service / app Visited / used a search engine Visited / used a social network Top 10 - Mobile 52% 53% 54% 63% 64% 65% 68% 77% 77% 88% Used a map or directions service / app Used an online encyclopedia such as Wikipedia Visited a news website / app / service Checked the weather online Purchased a product online Used a webmail service to access, read or send emails Used an internet banking service Searched for a product or service you want to buy Visited / used a social network Visited / used a search engine Top 10 - PC / Laptop 5% 7% 7% 7% 8% 12% 14% 14% 20% 21% Listened to or watched a Podcast Posted a review of a product, company or service Sold a product online Posted a comment in a forum Listened to an online radio station / service Uploaded / shared a photo Played an online game Purchased a product online Checked the weather online Searched for a product or service you want to buy Top 10 - Tablet Source: GlobalWebIndex, 2016 Q1, Base Internet Users NL16+ (N= 801), Have done in the past month
  151. 151. 151 Online population is slightly more male, but on a global level Dutch women spend more time online than in most other countries. Internet penetration amongst 65+ and lower educated is steadily increasing. Internet penetration NL 2011 2012 2013 2014 2015 Index (15/11) Male 90.1% 91.1% 92.2% 93.1% 93.4% 104 Female 84.4% 86.7% 88.1% 88.3% 90.7% 107 13-17 years old 100.0% 99.6% 98.9% 98.9% 99.2% 99 18-24 years old 99.4% 97.6% 99.5% 98.9% 89.8% 99 25-34 years old 98.2% 98.0% 98.8% 99.4% 99% 101 35-49 years old 95.3% 97.8% 98.1% 97.6% 97.9% 103 50-64 years old 86.9% 90.0% 92.1% 91.8% 94.5% 109 65+ 55.0% 57.9% 61.2% 66.4% 71% 129 Low education 62.7% 66.3% 70.5% 70.5% 74.4% 119 Medium education 90.6% 92.5% 93.3% 93.9% 95% 105 High education 96.7% 97.4% 97.7% 98.2% 98% 101 Source: Media Standard Survey 2015 (N= 5,100)
  152. 152. 152 All devices increase their popularity as a device to go online. Most people (76%) do have online access at home on a daily basis. 0% 25% 50% 75% 100% Online access in % 2013 I - 2013 II 2013 II - 2014 I 2014 I - 2014 II 2014 II - 2015 I 2015 I - 2015 II 76% 9% 5% 2% 0% 0% 0% 2% 1% 5% (Almost) daily 4-5 days a wk 2-3 days a wk Once a wk Once every 2 wks Once a month < once a month Never Don't know No access at home Online access - At home 9% 23% 11% 4% 1% 1% 1% 3% 1% 48% (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 2015-I 2015-II, base: total NL 13+Source: NPM 2013 I – 2013 II to NPM 2015 I – 2015 II
  153. 153. 153 Online shopping keeps growing in revenue. 2015 showed a 17% increase compared to 2014. In Q1 2016, Food and Near Food have increased in revenue. 8.200 9.000 9.800 10.600 13.730 16.090 6 7 8 9 10 11 12 0 2.000 4.000 6.000 8.000 10.000 12.000 14.000 16.000 18.000 €billions Online home shopping spend People buying online +10% +9% +8% +30% +17% Top 5 branches with highest increase in online spend in Q1 2016 26% 26% 26% 47% 57% Telecom Toys Domestic Electronics Shoes & Personal Lifestyle Food & Near Food Online Source: Thuiswinkel Marktmonitor 2010 - Q1 2016 Online spends Q1 2016: 4.89 billion
  154. 154. 154 On the go
  155. 155. 155 MCP: On the Go On average people spend one hour On the Go (on weekdays). Time spent On the Go is stable over the years although the moments that brands can get in contact with consumers while they are On the Go are increasing. This is mostly due to increased smartphone and mobile internet penetration, but also due to new and innovative digital OOH media solutions. Time spent On the Go is changing rapidly from a relatively boring ´getting from A to B´ chore to an enriched travel experience.
  156. 156. 156 Trends and developments I Exterion is expanding its collaboration with RET. This means that Exterion will continue to provide OOH campaigns in the area of Rotterdam. Source: http://www.adformatie.nl/nieuws/exterion-media-en-ret-verlengen-samenwerking JCDecaux is expanding its digital MUPI network in Amsterdam. The OOH-operator added 3 objects to its network. Source:http://www.adformatie.nl/nieuws/jcdecaux-breidt-digitale-mupi-netwerk-amsterdam- uit Altermedia is expanding their toilet advertising/study network with AVANS digital. At the moment, 150 digital panels are present in AVANS Breda and 240 panels in Den Bosch. http://www.rapportnl.nl/#!Altermedia-breidt-Toiletreclame-Study-netwerk-uit-met-AVANS- Digitaal/cd85/563a12490cf28330832c76d8 Clear Channel presents its second digital advertising highway sign in Rotterdam. The highway sign is directly usable and is sold under the name ‘Triple Digital’. http://www.rapportnl.nl/#!Clear-Channel-Hillenaar-digitaal-in- Rotterdam/cd85/564d7e3e0cf2780ba445fa53
  157. 157. 157 Factsheet Outdoor II Company Objects JCDecaux Ad shells/6s, billboards, odd-sized objects, trams ExterionMedia Ad shells/6s, billboards, buses/trams, railway stations, posters and screens in shopping centres Clear Channel Hillenaar Ad shells/6s, city cells, billboards, masts, parking garages, schools, metro stations Interbest Masts near highways Centercom Posters in supermarkets 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 Beyond Media Digital masts Source: VivaKi, December 2015
  158. 158. 158 Radio by far the most popular On the Go, and almost has the same level as time spend at home. 1:06 1:01 2:17 0:060:18 0:01 0:04 0:14 0:01 0:14 0:05 Average time spend per day in minutes Radio TV linear TV non-linear Magazine Newspaper Social Media Source: Media:Tijd 2015, base: All adults 13+ (N=2,818)
  159. 159. 159 0% 10% 20% 30% 40% Share of gross media spend OOH 2012 2013 2014 2015 2016 Q1 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 2015: € 476.330.344 Others Outdoor market in spend dominated by 4 main players: JCDecaux, ExterionMedia, Clear Channel and Interbest. 2015 shows a decrease in spend compared to 2014. Source: Nielsen, 2011 – 2016 Q1 Gross spend for out of home only.
  160. 160. 160 Total reach per vendor (based on all sides). Age group 20-34 has the highest reach. For shelters Exterion, JCDecaux and Clear Channel don’t differ much in reach. For billboards, JCDecaux has the highest reach. Source: BRO, April 2016, database version CAFAS 20.1 | Reach is based on total sights per vendor available in CAFAS. 65% 74% 75% 64% 59% 55% 66% 73% 75% 68% 62% 57% 74% 80% 82% 75% 70% 64% 25% 26% 27% 26% 24% 23% 0% 20% 40% 60% 80% 100% 13-75 13-29 20-34 35-49 50-64 65-75 Shelters Exterion (5,006 sides) JCDecaux (9,027 sides) Clear Channel (8.123 sides) MMD (651 sides) 29% 30% 31% 30% 28% 25% 59% 61% 64% 61% 56% 52% 41% 45% 46% 41% 38% 35% 13% 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 (745 sides) Clear Channel (398 sides) MMD (143 sides)
  161. 161. 161 0 10 20 30 40 50 January February March April May June July August September October November December Outofhome grossmediaspendinmillions 2013 2014 2015 2016 Although spend slightly increases over the year, there is not a real seasonality pattern visible. Source: Nielsen, 2013 – 2016 Q1 Gross spend for out of home only. Total spend 2016 Q1: € 113.356.273 Total spend 2015 Q1: € 108.963.666 Total spend 2014 Q1: € 120.583.514 Total spend 2013 Q1: € 104.567.075
  162. 162. 162 As brand, T-Mobile dominates the market of OOH spend. Telecom is most present as category, having 5 brands in the top 10 list. Source: Nielsen, 2016 Q1 Gross spend for out of home only. No. Brand Category Gross spend Q1 2016 1 T-Mobile Telecom € 3.312.551 2 McDonalds Fast food restaurant € 2.612.701 3 KPN Telecom € 2.594.242 4 Ziggo Telecom € 2.209.054 5 Belsimpel Telecom € 1.971.759 6 IKEA Home and living € 1.861.921 7 Aldi Retail € 1.692.157 8 Vliegtickets.nl Service € 1.629.379 9 Tele2 Telecom € 1.474.782 10 WE Retail € 1.380.567
  163. 163. 163 The digitalization of OOH offers many opportunities to interact with consumers Web enabled objects Interactive ad shells, like live video feed, digital screens or cameras. Digital Flagship Store or Online Shopping Ad shells With apps like Layar or QR codes consumers can directly buy products from stickers on a store or ad shell http://www.retrievermedianieuws.nl/centercom-heeft-vlakken-in-10-extra-winkelcentra-gedigitaliseerd/ Smartscreens The digital network of Centercom is growing fast. Centercom already has 26 shopping malls in their network. The advertising displays will be replaced by 350 SMARTscreens.
  164. 164. 164 Beacons – consumer interaction 2.0 At 250 locations in Alkmaar and Purmerend all outdoor objects are provided with beacons. Exterion Media has the largest Dutch Beacon network. Beacons are Bluetooth 4.0 channels which can be detected by iOS and Android apps. All interaction takes place via the app on the user’s phone. The supplier of the app has many opportunities to initiate actions that are focused on place, time and the profile of the app user. In 2013, Apple launched their own iBeacon system. Google has now launched their own Beacon ‘game changer’ in 2015, called EddyStone. It makes the deployment of beacons unprecedentedly simple and efficient. Source:http://www.adformatie.nl/nieuws/exterion-media-rolt-beacon-netwerk-uit | http://www.adformatie.nl/blog/eddystone-maakt-integratie-van-beacons-marketingmix-tot-kinderspel
  165. 165. 165 Digital sites Source: Vivaki Exchange 2016 Amsterdam Rembrandtplein Ziggo Dome Digitale mast The Wow Strijkijzer Den Haag Schiphol Astrovision SMARTscreens
  166. 166. 166 Street shelter (6-sheet)Mast Billboard (48-sheet 96-sheet) Standard formats
  167. 167. 167 Aerial advertisingA0 Sampling Alternative formats I
  168. 168. 168 Alternative formats II Public transport Street objects Toilet advertising
  169. 169. 169 MAAIKE DE VRIES Senior Insights & Data Manager maaike.de.vries@starcom.nl This media landscape presentation will be updated every quarter. For comments & questions, please contact the Starcom Insights team. We’d love to hear from you! SANDER GEERLING Insights & Data Consultant sander.geerling@starcom.nl WOUTER MARTENS Data & Business Solutions Consultant wouter.martens@starcom.nl
  170. 170. 170 Appendix
  171. 171. 171 TV audience measurement I ‘Stichting KijkOnderzoek’ (SKO) is the primary provider of the official television audience ratings in the Netherlands. SKO is a non-profit organization, organized as a Joint Industry Committee (JIC). Use of Media Standard Survey for weighting The television audience measurement provides information on how many people watched a program, when they watch and what their characteristics are. Viewing data is collected second-by-second by means of a metering system that is installed at 1,250 house holds (2,750 persons) which is represented for the Netherlands. Source: www.kijkonderzoek.nl Ratings are reported minute-by-minute for channels received in the Netherlands independent of the way their signal is distributed.

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