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Dutch media landscape 2016 Q3 update by Starcom

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An overview of the Dutch media landscape, which is updated every quarter

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Dutch media landscape 2016 Q3 update by Starcom

  1. 1. 1 Dutch media landscape Starcom NL Q3 2016 UPDATE
  2. 2. 22 What’s New? Q3 2016 Annual growth in media spend for TV and radio. Decrease of spend for newspapers and direct mail Watching linear TV on demand online with KNIPPR & Mobile2Morrow NPO TV channels (STER) show increase in market share Possibilities for real time buying online radio with TMX and Spotify+MobPro Increase in market share for NPO Radio 1, strong decrease for SLAM! and NPO 3FM. New publishers and possibilities for online textual content Within critical market of magazines increase in spend for women’s titles Libelle, Margriet en LINDA. The live aspect is embraced by social media platforms such as Instagram (Stories) and YouTube (Connect) Privacy concerns affect display advertising with European cookie law and buying options at AdBlock Plus Digital Out of Home offers opportunities for real time communication Developments within Out of Home network Exterion Media and extensions for Clear Channel
  3. 3. 3 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!
  4. 4. 4 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
  5. 5. 5 The Netherlands General stats & figures
  6. 6. 6 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, 2016. 16.306 16.901 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
  7. 7. 7 -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 2016Apr 2016Jul 2016Okt Difference%positivevsnegativeanswers Dutch consumer confidence In the 2016 Q2 the Dutch consumer confidence index increased by 6 to 91. Indices above 100 show optimism. Source: CBS, Statline, 2016 Source: Nielsen Consumer Confidence, Q2 2016 Consumer confidence worldwide – Q2 2016
  8. 8. 8 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% 0.1% 0.9% Economic growth 1.2% -1.7% -0.5% 1.0% 2.0% 1.8% 2,1% Purchasing power* -1.0% -1.9% -1.3% 1.4% 1.0% 2.6% 0.2% Unemployed (in ‘000s) 389 469 647 660 614 575 560 Unemployment % 5.4% 5.3% 7.3% 7.4% 6.9% 6.4% 6.2% Source: CPB, Kerngegevenstabel 2012- 2015 and 2014-2017, June 3rd 2016 (* median for all households; ** estimated figures)
  9. 9. 9 Overall media and consumer stats & figures
  10. 10. 10 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
  11. 11. 11 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
  12. 12. 12 Trends
  13. 13. 13 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.
  14. 14. 14 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
  15. 15. 15 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
  16. 16. 16 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
  17. 17. 17 Overall digital forecast More than 38% of advertising spend will be Digital in 2018 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
  18. 18. 18 Media spend
  19. 19. 19 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 with net spend can be significant. In the gross spend reporting digital spend is not fully reported. For example, search, social media advertising and video are (partially) 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 | Note: For digital only net spend is available.
  20. 20. 20 Compared to 2015 Q3, media spend in 2016 Q3 is 2% lower 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 Q3 | Note: gross digital spend not included.
  21. 21. 21 From 2015 Q3 to 2016 Q3 Radio has shown the most growth (+10%) in media spend. Direct Mail spend declined by 47% 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 Q3 2016 Q3 Source: Nielsen, 2012-2016 Q3 | Note: gross digital spend not included.
  22. 22. 22 TV share of gross media spend is increasing from 2015 Q3 to 2016 Q3 mainly due to a decline in spend for newspapers and direct mail 18% 17% 16% 16% 16% 11% 7% 7% 6% 4% 4% 2% 2% 2% 2% 2% 2% 2% 10% 7% 7% 7% 7% 8% 7% 6% 5% 5% 5% 5% 9% 10% 10% 11% 10% 12% 48% 49% 52% 54% 54% 59% 1% 1% 1% 1% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2012 2013 2014 2015 2015 Q3 2016 Q3 Media mix Trade Press TV Radio Consumer Magazines Out Of Home Door Drops Direct Mail Newspapers Cinema Source: Nielsen, 2012-2016 Q3 | Note: gross digital spend not included.
  23. 23. 23 Total net spend decreased with 0.2% in 2015 (vs 2014). Internet has a bigger share than audio-visual 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
  24. 24. 24 The online display advertising spend through programmatic channels increased with 29% in H1 2016, totalling 108m€ in revenues. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 0 20 40 60 80 100 120 2013-HY1 2013-HY2 2014-HY1 2014-HY2 2015-HY1 2015-HY2 2016-HY1 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 2016 HY1, September 2016
  25. 25. 25 9% 13% 11% 15% 13% 19% 18% 18% 18% 16% 17% 16% 16% 13% 15% 18% 14% 16% 12% 14% 12% 57% 52% 58% 52% 59% 51% 57% 2013-HY1 2013-HY2 2014-HY1 2014-HY2 2015-HY1 2015-HY2 2016-HY1 Allocation of display revenue per format Video Text links/Other Interruptive Embedded (e.g. banners) Video shows the largest growth of all display formats from 2013 onwards. Share of spend for banners (embedded) varies slightly but still consists of more than half of total display advertising. Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2016 HY1, September 2016
  26. 26. 26 Growth in total net media spend is predicted mainly due to a significant rise in online spend. Print spend is expected to decrease further. 3.967 3.770 3.649 3.730 3.773 3.821 3.877 3.959 3.400 3.600 3.800 4.000 2011 2012 2013 2014 2015 2016 2017 2018 €millions Forecast net spend 0,8% -5,0% -3,2% 2,2% 1,2% 1,3% 1,5% 2,1% -6% -3% 0% 3% 6% Forecast net spend Change (%) to previous year - 500 1.000 1.500 2.000 2.500 Newspapers Magazines TV Radio Cinema Outdoor Internet €millions Net spend per medium type 2011 2012 2013 2014 2015 2016 2017 2018 Source: ZOG Adspend Forecast Netherlands – September 2016 (1980-2018)
  27. 27. 27 According to IAB, Dutch online advertising increased with 12% in 2016 HY1 compared to 2015 HY1, now representing 53% of the total advertising revenue (1.265 m€). 43% 16% 41% Display Classifieds Search Total online ad spend 57% 13% 18% 12% Embedded Other & text links Video Interruptive Online display spend Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2016 HY1, March 2016 2016 HY1 835 m€ 2016 HY1 358 m€
  28. 28. 28 Top 10 advertisers in Q3 2016 dominated by FMCG and retail No. Advertiser Category Gross spend Q3 2016 1 Unilever Nederland FMCG € 46,763,735 2 Procter & Gamble Nederland FMCG € 30,356,480 3 Kruidvat Retail Retail € 23,948,948 4 Albert Heijn Retail € 19,889,344 5 Vodafone Telecom € 19,466,551 6 Lidl Nederland Retail € 18,848,181 7 Renault Nissan Nederland Automotive € 18,390,576 8 Reckitt Benckiser Nederland FMCG € 16,611,770 9 Heineken Nederland (WHK) FMCG € 15,877,009 10 T-Mobile Netherlands Telecom € 14,417,433 Source: Nielsen, Q3 2016 | Note: gross online spend not included
  29. 29. 29 Top 10 brands in Q3 2016 is dominated by retail brands No. Brand Category Gross spend Q3 2016 1 KRUIDVAT Retail € 21,827,156 2 ALBERT HEIJN Retail € 19,653,232 3 LIDL Retail € 18,848,181 4 KPN Telecom € 13,824,361 5 ZIGGO Telecom € 12,763,535 6 JUMBO SUPERMARKTEN Retail € 10,848,863 7 MCDONALDS Fast Food € 10,774,312 8 RENAULT Automotive € 10,769,086 9 NIVEA FMCG € 10,619,207 10 PLUS Retail € 10,239,766 Source: Nielsen, Q3 2016 | Note: gross online spend not included.
  30. 30. 30 Total sponsor spend of the top 100 sponsors decreases slightly over the last years, with a 3% decrease in 2015 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.)
  31. 31. 31 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 implies 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.
  32. 32. 32 Ziggo is entering the top 10 sponsors and shows the biggest increase compared with 2014. This can be explained by its 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 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 Overall media consumption shows stable patterns. Time spent watching shows strong peak in the evening whilst for listening this is higher during the day. 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 2015-II2016-I 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 2015-II2016-I 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) No Radio Time spent online is increasing over the years, however this seems to stagnate in the latest year. Time spent on TV and Radio remains steady. 0% 25% 50% 75% 100% 2010 2011 2012 2013 2014 2015 2015-II2016-I 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 Source: NPDM releases: 2010 I – 2010 II to 2015 II – 2016 I, base: All adults 13+ (N= 17.171)
  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 over the years and tablet penetration is increasing. 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 later in the evening. Time spent on both tablet and mobile increased significantly. 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 despite growing popularity for laptop, tablet and mobile. Internet use via mobile has surpassed PC/desktop and is currently 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 is not relevant for each medium type)
  43. 43. 43 Digital stats
  44. 44. 44 Percentage of Dutch population owning smartphones and tablets, using social networks and mobile internet is still growing strongly. However, the percentage of newspaper readers is decreasing. 0% 20% 40% 60% 80% 100% Broadcast TV viewers Mobile phone owners Internet users Radio listeners Magazine readers Smartphone owners Social network users Mobile phone internet users Tablet owners Newspaper readers Digital video viewers Cable TV viewers Media penetration in the Netherlands, 2011 - 2015 2011 2012 2013 2014 2015 Source: The global media intelligence report (September 2016) – 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+.
  47. 47. 47 Google and Facebook are leading in terms of reach across platforms No. Top 10 brands Average monthly reach Compared to Q2 2016 1 Google (excl YT) 87% 2 Facebook 78% 3 YouTube 71% 4 Marktplaats 68% 5 Facebook Messenger 67% 6 Google Maps 66% 7 WhatsApp Messenger 66% 8 Bol.com 64% 9 Google Search 57% 10 Nu.nl 57% Source: GfK DAM, base: 13+, average monthly reach Q3 2016 (all platforms)
  48. 48. 48 WhatsApp is the app with highest reach on smartphone. Facebook and YouTube are successful on both smartphone and tablet. 31% 33% 33% 36% 44% 51% 52% 55% 56% 64% Google (excl YT) Nu.nl Drive Gmail Google Search YouTube Facebook Messenger Google Maps Facebook WhatsApp Messenger Overall top smartphone apps Phone reach % 22% 23% 27% 29% 30% 31% 34% 35% 43% 46% Gmail Nu.nl Facebook.com Marktplaats Google Search Google Maps Google.com Facebook Messenger YouTube Facebook Overall top tablet apps Tablet reach % Source: GfK DAM, base: 13+, average monthly reach Q3 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 Mainly all-round activities for tablet such as 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 Smartphone has highest share of all communication. This is still much higher for younger age groups than for older age groups. 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 downloaded media apps, both for mobile as tablet. For the first time no increase in the average number of apps. 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 Q3, 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 Q3: 166 minutes (vs. 172 min. in 2015 Q3). There’s a high drop (-3%) in linear TV consumption from 2015 Q3 to 2016 Q3 (to 146 minutes per day). In Q3 (summer period) the average viewing time per day (linear TV) is structural lower than the rest of the year. Watching linear TV is still the norm, but catch-up TV is gaining ground with an average viewing time of 11 minutes per day in 2016 Q3, which is equivalent to 7% of total viewing time. Non-linear viewing mostly happens the same day or within one week. 178 175 178 168 151 146 11 11 11 11 10 9 3 4 5 6 5 5 4 5 5 6 5 5 1 1 1 0 20 40 60 80 100 120 140 160 180 200 220 2012 2013 2014 2015 2016 2015 Q3 2016 Q3 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 196 195 199 192 172 166
  57. 57. 57 32.9 million cinema visitors in 2015 (+7%) €8.37Average price per ticket (+3%) €275.6million in ticket revenue in 2015 Trends and developments – III 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).
  58. 58. 58 Trends and developments – IV BrandDeli will introduce commercial advertising on their digital TV channels starting July 1st. Channels included are Animal Planet, Nat Geo Wild, FOXlife, Comedy Central Family and Discovery Science. --- From September BrandDeli added BBC First to its portfolio. Source: BrandDeli nieuwsbrief – BrandDeli inkoopinformatie juli 2016, 31/05/2016 | http://www.emerce.nl/nieuws/nederlands-bedrijf-claimt-primeur-echte-tv-a-la-carte I http://www.adformatie.nl/nieuws/red- urban-gaat-los-met-de-introductiecampagne-van-knippr I http://www.marketingonline.nl/nieuws/rtl-nederland-wordt-rtl-en-komt-met-pay-enontdek I http://www.emerce.nl/nieuws/videoland-maakt-offline-kijken- kinderfilms-series-mogelijk Streaming services KNIPPR and M2M TV are introducing on demand, online linear TV watching. M2M offers an option to select all channels by yourself. KNIPPR offers a fixed online TV subscription with options to extend this with additional channels. RTL Nederland has taken over TV network Triade Media. The original channels of Triade will increase targeting possibilities for advertisers. Also RTL Nederland changed its name to RTL as one brand with strong positioning. Videoland (RTL) introduces an offline variant of watching series and movies. Subscribers are now able to download content and watch it without Internet connection
  59. 59. 59 Trends and developments – V 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 other big European cities. Source: http://www.emerce.nl/nieuws/op-drie-nederlanders-kijkt-vlogs I http://www.emerce.nl/nieuws/nederlandse-virtual-reality-bioscoop-trekt-europa-in I http://www.emerce.nl/nieuws/uitgesteld-kijken-naar- 25-procent-in-2025 I http://www.marketingtribune.nl/media/nieuws/2016/09/nederlandse-bioscopen-koersen-op-recordjaar-van-293-miljoen-euro-omzet/index.xml?utm_source=nb-mt-&utm_medium=email Vlogs are gaining popularity. One in three Dutch people watch at least once per month a vlog. Within the group of 18- 34 year old, 82% watched a vlog at least once. Approximately 15% of vlog- consumers bought a product due to watching vlogs. According to research of ABN Amro linear TV-watching in 2016 is losing popularity compared to 2015 (decrease of 15,1%). At the same time, postponed TV-watching is winning popularity. It is expected that 25% of all TV content will be consumed non- linear within the next 10 years. Just as in 2015, cinema’s are heading for a new record year. Looking to trends, the total turnover is expected to finish this year on 293 MIO in comparison with 276 MIO in 2015; an increase of more than 6%.
  60. 60. 60 Top 5 vloggers (YouTube channels) with the most video views and subscribers. Rank User Video Views Subscribers Category 1 Kwebbelkop 2,087,994,143 2,830,014 Vlogs 2 EnzoKnol 1,081,890,272 1,454,240 Vlogs 3 Heroes TEAM 628,801,562 982,054 Vlogs 4 NikkieTutorials 463,865,622 6,385,539 Vlogs 5 StukTV 372,415,886 1,351,738 Vlogs Source: Socialblade, Top 10 YouTubers in The Netherlands by most viewed | 09/02/2017
  61. 61. 61 Dutch TV channels, with advertising possibilities (I/II) STER (Dutch Government) RTL RTL/Triade SBS Broadcasting Source: retriever.nl, Q3 2016 | Note: 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
  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, Q3 2016
  63. 63. 63 NPO channels show growth of almost 4% market share. All other publishers show slight decrease in market share. Source: SKO Jan 2014 – 2016 Q3, 02.00-26.00, base: all adults 13+| Note: Full audit channels only. (From Q3 2016, History and Ziggo Sport are included in RTL/Triade) 0% 10% 20% 30% 40% NPO RTL/Triade SBS BrandDeli TV market share 2014 2015 2015 Q3 2016 Q3
  64. 64. 64 Besides NPO 1 and NPO 2 many of the main Dutch TV channels show a decrease in market share in Q3 2016. Source: SKO 2014 – 2016 Q3, 02.00-26.00 base: all adults 13+ | Note: Full audit channels only. STER RTL/Triade SBS BrandDeli Disney 0 5 10 15 20 25 30 % Market share 2014 2015 2015 Q3 2016 Q3 Other
  65. 65. 65 All BrandDeli channels increased media spend. NPO 1, RTL Z and Fox Sports show significant growth Source: Nielsen, 2015 Q3 and 2016 Q3 | Note: Only gross spend for TV SBSRTLSTER BrandDeli RTL/Triade Disney 0 50 100 150 200 250 €millions Gross media spend per channel Q3 2015 Q3 2016 -21% +31% -8% -33% +196%+260%
  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 with highest spend levels in spring and fall, with summers relatively quiet. TV vendors use monthly indices in their rate cards to reflect seasonality influences. Source: Nielsen, 2013 – 2016 Q3 | Note: Only gross spend for TV. Total spend 2016 Q3: € 897,320,145.60 Total spend 2015 Q3: € 839,671,727.41 Total spend 2014 Q3: € 757,503,131.48 Total spend 2013 Q3: € 712,900,858.63
  67. 67. 67 When looking at individual brands advertising on TV, pharmacy chain Kruidvat comes out on top. Overall, retail brands dominate the top 10. No. Brand Category TV gross spend Q3 2016 1 Kruidvat Retail € 14,561,517 2 Albert Heijn Retail € 12,461,104 3 Nivea FMCG € 10,580,207 4 Jumbo Retail € 9,873,978 5 Plus Retail € 7,867,646 6 Lidl Retail € 7,066,165 7 Vriendenloterij Lottery € 6,624,735 8 Trivago Travel €6,484,331 9 Staatsloterij Lottery € 6,428,151 10 Ziggo Telecom € 6,293,186 Source: Nielsen, 2016 Q3 | Note: Only gross spend for TV.
  68. 68. 68 Slight clutter around the mid-segment. Kids and male channels particularly seem to have a distinct profile, TLC manages to have a clear female profile. Source: SKO, 2016 Q3, all day (02:00 – 26:00), base: all adults 13+
  69. 69. 69 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) SKO is planning to start delivering the first online video advertising data (census data) in 2015. Census data will be available for both traditional as well as non-traditional broadcasters starting in September 2015. The next step will then be to add panel data to the census data. 40% of non-linear TV viewing is on the same day, 28% is watched the day after the original broadcast Source: SPOT TV Annual Report 2014 and 2015 6.1% of total viewing time is non-linear via TV screen VIDEO ON DEMAND Non-linear TV-viewing (broadcast by traditional broadcasters, i.e. RTL, SBS and Ster) Broadcast via non-traditional broadcasters (i.e. Netflix, YouTube) ‘Video on demand’ definition clarified
  70. 70. 70 Main players – ‘traditional’ non-linear viewing Hard disk recorder ‘RTL XL’ & ‘Kijk’ A selection of TV content from the RTL/SBS channels. It 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. Free and 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. ‘KNIPPR’ KNIPPR offers a fixed, online TV subscription with options to extend with additional channels for €11 per month.
  71. 71. 71 Main players – non-traditional Cinema media owner Pathe developed a platform to watch movies at home (pay-per-movie). Available via laptop, tablet, smartphone 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. 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, tablet, smartphone and smart TV. In August 2013 RTL took over Videoland.
  72. 72. 72 Netflix is popular in the Netherlands, but there are alternatives Netflix alternatives: - Videoland unlimited - Mubi - SundanceNow Doc Club - Spuul - Crunchyroll - Gaiam TV - Hulu - HBO Netflix has an estimated total of 1.3 million subscribers in the Netherlands at the end of 2015. However, the global growth of subscribers seems to stagnate in the first half of 2016. Netflix counts 1.7 MIO new subscribers in 2016 Q2 and expected 2.2 MIO new subscribers. Moreover, Netflix has to deal with growing competition. Source: http://www.nu.nl/internet/4024618/overzicht-zes-beste-netflix-alternatieven.html | http://www.emerce.nl/nieuws/kwartaalcijfers-netflix I http://www.emerce.nl/research/series-en- films-pushen-online-video
  73. 73. 73 The most popular multi tasking activities include e-mailing, checking social networks and chatting with friends. 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 Q4 2015 Q1 2016 Q2 2016 Q3 2016 0% 10% 20% 30% Multi tasking activities Q4 2015 Q1 2016 Q2 2016 Q3 2016 Source: GlobalWebIndex, 2015 Q4 – 2016 Q3, Base: Internet users NL16+
  74. 74. 74 Gender Multitasker while watching TV: mostly 16-34 years old, medium to high income and interested in sport, health/fitness, film/movies, TV and music 51% 49% 24% 23% 19% 19% 14% 0 50 100 150 0% 25% 50% % Index Source: GlobalWebIndex, 2016 Q3, Base Internet Users NL16+ (N= 801), TA: MultiTasker (N=463) 27% 46% 27% Low (Bottom 25% income) (index 91) Mid (Mid 50% income) (index 103) High (Top 25% income) (index 113) Interests Income Age 0 50 100 150 0% 10% 20% 30% 40% 50% 60% 70% % Agree Index
  75. 75. 75 YouTube has by far the highest reach of all VoD channels. Since mid 2015 Netflix has higher reach than RTL XL. Source: GfK DAM, base: 13+, average monthly reach 2015 – 2016 Q3 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 Mar '16 Apr '16 Mei '16 Jun '16 Jul '16 Aug '16 Sep '16 Video on Demand – average monthly reach YouTube RTL XL Netflix NPO gemist Vimeo KIJK.nl NLziet
  76. 76. 76 Netflix has the highest reach in the 13-19 age group. Although showing a decreasing trend, total reach of linear TV viewing is still higher compared to non-linear. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 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+, Jul 2016 – Sep 2016 (average monthly reach) | SKO 13+, 13-19, 20-34, 35-49, 50-64, 65+, Jul 2016 – Sep 2016, all day, average monthly reach within the period STER: 94% RTL: 93% SBS: 90% STER: 91% RTL: 90% SBS: 88% STER: 97% RTL: 95% SBS: 93% STER: 99% RTL: 96% SBS: 93% STER: 93% RTL: 93% SBS: 89% STER: 87% RTL: 87% SBS: 81%
  77. 77. 77 TV viewing on tablet or smartphone is increasing in popularity. Netflix is the most popular on-demand media service with 31% of the people using it in 2016 Q3. 18,9% 13,0% 2,9% 21,5% 15,6% 4,6% 21,0% 11,9% 3,4% 27,2% 15,1% 5,6% 31% 11% 4% 0% 5% 10% 15% 20% 25% 30% 35% Netflix RTL XL Videoland Which of the following services have you used in the last month? 2015 Q3 2015 Q4 2016 Q1 2016 Q2 2016 Q3 Source: GfK Trends in Digitale Media (N=1,151) | Source: GWI on-demand media service Q3 2015 – Q3 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
  78. 78. 78 Professional content most popular. 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
  79. 79. 79 Catch-up TV has grown significantly. ‘Ik Vertrek’ is the most watched catch-up TV show in 2016 Q3. Date Day Programme Channel Viewers (x1000) 1 3-9-2016 Sat Ik vertrek NPO 1 458 2 15-9-2016 Thu Expeditie robinson 2016 RTL 5 345 3 28-8-2016 Sun Boer zoekt vrouw internationaal NPO 1 341 4 5-9-2016 Mon Dokter tinus SBS 6 298 5 4-9-2016 Sun Heel holland bakt NPO 1 271 6 13-7-2016 Wed Midsomer murders NPO 1 205 7 5-8-2016 Fri OS Openingsceremonie NPO 1 203 8 10-7-2016 Sun Five NPO 2 195 9 25-7-2016 Mon We zijn er bijna NPO 1 175 10 28-7-2016 Thu Vera NPO 1 174 Source: SKO, best watched catch-up tv shows via television,+ 02:00-26:00 UUR, 6+, 2016 Q3
  80. 80. 80 #locations #cinema halls #seats #visitors Q2 Pathé 25 198 41.739 2.942.753 Kinepolis 9 45 9.047 293.925 VUE 6 41 8.289 390.323 Utopolis 5 34 6.365 215.444 Other 35 156 22.922 1.083.498 Total 79 (56%) 480 (66%) 91.629 (71%) 4.925.943 (81%) #locations #cinema halls #seats #visitors Q2 VUE/RSB/Other 62 242 37,820 1.155.644 Total 62 (44%) 242 (34%) 37.820 (29%) 1.155.644 (19%) Source: Jean Mineur & Fox Screen, Q2 2016 Next to main player Jean Mineur, FoxScreen (sister company of CineFox; silent local advertising) entered in 2015 the market as vendor for national cinema advertising. With a market share of 81%, Jean Mineur still is the biggest vendor.
  81. 81. 81 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
  82. 82. 82 In general, an increase of cinema visits is visible in 2015 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 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/
  83. 83. 83 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 as TV, however generally there is an increase in spend around December. Cinema vendors use monthly indices in their rate cards to reflect the seasonality influences. Source: Nielsen, 2014 - 2016 Q3 | Average seasonality cinema visits Jean Mineur Network 2010-2015 | Only gross spend for cinema
  84. 84. 84 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
  85. 85. 85 Cinema visitors are younger than average. High social class for both visitor groups. 50% 50% Profile regular cinema visitor* Source: NOM Print & Doelgroep Monitor 2015 II – 2016 I, base: total NL 13+ (N= 17.171) | * Regular cinema visitor is defined as someone who visits a cinema at least once a month, non-regular visitors are people who visit the cinema less than once a month, excluding people who never visit the cinema. Profile non-regular cinema visitor* 3% 30% 19% 21% 17% 11% 13-14 (index 105) 15-24 (index 201) 25-34 (index (131) 35-49 (index 83) 50-64 (index 71) 65+ (index 57) Social class % Index A 33% 150 B1 26% 112 B2 22% 107 C 9% 62 D 10% 51 Social class % Index A 27% 125 B1 26% 114 B2 23% 112 C 13% 84 D 11% 56 48% 52% 4% 20% 17% 31% 19% 9% 13-14 (index 154) 15-24 (index 138) 25-34 (index (122) 35-49 (index 123) 50-64 (index 79) 65+ (index 45)
  86. 86. 86 For both 2014 and 2015 the age group 6-15 has the highest reach for cinema 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 Source: Bioscoopmonitor 2015
  87. 87. 87 Listening
  88. 88. 88 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.
  89. 89. 89 Trends and developments I 22tracks and Vice will intensify their partnership, with more focus on marketing and creativity. Both parties see the benefits 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 becomes the biggest commercial radio company in The Netherlands. The four radio channels 538, Sky Radio, Veronica and Radio 10 will together reach approximately 7,1 million people. In 2015, reach of online radio has increased to 49 percent. According to research of MeMo2 commissioned by Media Exchange and OMS, listening to online radio (online FM, digital channels and streaming services) is more common nowadays. The average listening time per day is 2 hours and 31 minutes. 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://view.newsletter.538groep.nl
  90. 90. 90 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 supports real time buying for advertisers in radio spots the same way online display advertisements are bought. 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). Besides this development, MobPro and Spotify created a technical link to give advertisers the possibility to buy advertising space within the Spotify app (on-demand listening). Advertisers are now able to target on preferences of listeners and besides display banners, advertisers can now buy audio spots by programmatic techniques as well. Source: http://www.themediaexchange.nl/?mc_cid=b905d536f1&mc_eid=5ced93674c I http://www.emerce.nl/nieuws/mobpro-koppelt-spotify-audioreclame
  91. 91. 91 Dutch radio stations, with advertising possibilities (I/II) STER One Media Sales Sky Radio Group Q-Music NL Source: retriever.nl, Q3 2016
  92. 92. 92 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, Q3 2016
  93. 93. 93 Increase in market share for NPO Radio 1, market share of SLAM! and NPO 3FM is decreasing. Source: NLO, based on audience of 10+, Note: % is Avg Feb-Sep ‘16 vs Aug-Sep ‘16 0% 5% 10% 15% Market share (%) Feb-Mar 2016 Apr-May 2016 Jun-Jul 2016 Aug-Sep 2016 +6% -7% -13% +8%
  94. 94. 94 Top 3 stations in media spend are Radio538, Q-music and Sky Radio. Radio 10 shows significant YoY growth in media spend, becoming 4th in row (instead of NPO 3FM). 0 5 10 15 20 25 30 35 40 45 MediaSpendperStation(inMillions) 2015 Q3 2016 Q3 +61% -43% +69% -79% -65% +104% Source: Nielsen, 2015 Q3 – 2016 Q3 Gross spend for radio only.
  95. 95. 95 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 Q3 Gross spend for radio only. Total spend 2016 Q3: € 176,736,246 Total spend 2015 Q3: € 160,654,336 Total spend 2014 Q3: € 154,040,268 Total spend 2013 Q3: € 154,703,696
  96. 96. 96 When looking at individual brand level in radio spend, the automotive, retail and telecom sectors are represented well. Brand Category Radio gross spend in Q3 2016 1 Renault Automotive €4,359,306 2 Kruidvat Retail €3,798,860 3 Lidl Retail €3,384,576 4 Ziggo Telecom €2,966,369 5 Volkswagen Automotive €2,709,286 6 Opel Automotive €2,566,103 7 Rabobank Finance €2,517,422 8 Vodafone Telecom €2,141,150 9 Albert Heijn Retail €2,018,529 10 Skoda Automotive €1,988,362 Source: Nielsen, Q3 2016 Gross spend for radio only.
  97. 97. 97 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 (Jun-Aug), based on 10+ Young Male Old *Radio Veronica: ‘oldies’ (music more than 5 years old) *BNR Nieuws Radio: News *SLAM!: Dance and new hits *Sublime FM: Jazz, soul, latin and lounge *100% NL: Dutch Female
  98. 98. 98 Desktop and laptop getting less popular for radio usage. TV is the most popular for digital listening. 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 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.
  99. 99. 99 Most time spend on online radio via TV, followed by desktop and streaming. Radio station apps are getting popular, although Spotify is way ahead. 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 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) Source: Trends in Digital Media, GfK Intomart, December 2015, base: All (n=1.151) Source: Trends in Digital Media, GfK Intomart, December 2015, base: owners of tablet and/or smartphone
  100. 100. 100 Streaming music Application-based music streaming service. 6,8 million free users 40% of the Dutch users are paying for the streaming provider. Part of the paid versions are offered through agreements with KPN and T-mobile. Avg monthly reach Q3 2016 21,4% An audio platform that enables sound creators to upload, record, promote and share their originally-created sounds. Avg monthly reach Q3 2016 3,2% Web-based music streaming service. Also available on smartphone (partner with telecom provider T-Mobile). Spot advertising within playlist possible. Avg monthly reach Q3 2016 1,5% Music application (mobile phone, tablet, pc) owned by Apple. Direct competitor of Spotify and Deezer. Avg monthly reach Q3 2016 0,2% Source: Spotify | DAM Q3 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
  101. 101. 101 Reading
  102. 102. 102 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.
  103. 103. 103 Media development: pay-per-article/micropayments Blendle (alternatives: Maggy, Elinea) 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.
  104. 104. 104 Trends & developments I – Online content distribution . Source: http://www.bladendokter.nl/medium-biedt-uitgevers-platform-en-paywall-aan I http://nederlandsmedianieuws.nl/media-nieuws/Startup-Maggy-lanceert-vernieuwde- tijdschriften-app.html/ I http://www.adformatie.nl/nieuws/blendle-neemt-paper-over-van-de-persgroep-nederland Maggy launches new magazine app. Subscribers pay per month and have an unlimited access to articles. Maggy suggests new articles to subscriber based on read articles and preferences. Medium offers print publishers a platform, advertising possibilities, paywalls and support distribution. Medium aims to provide solutions for the many challenges that publishers have nowadays (ad blockers, decreasing reach and interest for advertising) and hereby competes with popular content platforms such as WordPress. Blendle takes over online magazine ‘Paper’ from Persgroep Nederland. Paper selects the best articles from national and regional newspapers. Regarding Alexander Klopping (CEO Blendle) are Blendle and Paper a very good match, looking to content and target group.
  105. 105. 105 RTL Z launches Z-Magazine. A brand new online magazine concept that targets ambitious business people between 25-65 years old. Besides editorial content Z-Magazine will work together with business partners. Adventurer and TV presenter Freek Vonk launches his own animal and adventure magazine for children from 7 years and older. Blink researched the media behavior of the young target group that has grown up in the digital century which shows that this group is also still very interested in reading magazines. The circulation of Wild van Freek is around 45.000 copies per month. Mix Media B.V. launches its new food magazine, named Lekker Gezond. The content of this magazine consists of diets, recipes and everything about healthy food. The circulation of the magazine is about 70.000 copies every quarter. Trends & developments – II . De Persgroep Nederland launches ADR Nieuwsmedia which includes AD together with all regional newspapers of De Persgroep. This makes it the largest news organization in The Netherlands with one national newspaper, seven regional titles and 57 regional editions. Source: https://www.retriever.nl/medianieuws/de-persgroep-nederland-lanceert-adr-nieuwsmedia/ Ihttp://fonkonline.nl/artikelen/media/rtl-z-lanceert-online-maandblad-magazine-z-37260.html I https://www.retriever.nl/medianieuws/kindertijdschrift-wild-van-freek/ I https://www.retriever.nl/medianieuws/lekker-gezond/ New magazine titles
  106. 106. 106 Newspapers print circulation dominated by national newspapers 1.475 1.163 407 - 200 400 600 800 1.000 1.200 1.400 1.600 2015 Q4 - 2016 Q3 Moving year average circulation figures (in ‘000s) National newspapers Regional newspapers Free sheets Source: NOM, 2015 Q4 – 2016 Q3 moving year average circulation figures. Based on print only (all paid-for and free-of-charge circulation)
  107. 107. 107 Top 10 ranking Title Newspaper type Total annual paid circulation Q4 2015 – Q3 2016 Total annual circulation Q4 2015 – Q3 2016 1 De Telegraaf National 390,655 439,001 2 Metro Free sheets 0 406,527 3 AD National 322,943 373,478 4 de Volkskrant National 219,264 261,741 5 NRC Handelsblad National 136,765 146,389 6 Trouw National 89,023 107,593 7 Het Financieele Dagblad National 46,509 48,901 8 Reformatorisch Dagblad National 42,913 44,762 9 NRC.Next National 26,484 31,201 10 Nederlands Dagblad National 21,366 22,228 De Telegraaf is leading the pack in terms of circulation. Source: NOM, Q4 2015 – Q3 2016 annual moving average circulation figures for newspapers. Based on print only (all paid-for and free-of-charge circulation), excluding digital circulation figures.
  108. 108. 108Source: NOM Print & Doelgroep Monitor 2015-II 2016-I, base: total NL 13+ (N=17,151) National papers Telegraaf and AD are leading in terms of reach. Four strong regional titles are 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+ (%) De Telegraaf National 1.352,8 9,5 AD National 1.342,4 9,4 Metro National 1.055,8 7,4 De Volkskrant National 740,1 5,2 De Gelderlander Regional 372,0 2.6 NRC Handelsblad National 356,1 2.5 Trouw National 316,2 2,2 AD Rotterdams Dagblad Regional 309,8 2,2 Brabants Dagblad Regional 293,3 2,1 Dagblad van het Noorden Regional 282,0 2,0
  109. 109. 109 Online reach of news site Nu.nl is bigger than websites of traditional print papers No. Top 10 online News brands Reach (monthly) (%) Reach (monthly) (‘000) # Visits (monthly) (‘000) Avg (monthly) visit frequency 1 NU 34 4.839 43.186 8,9 2 AD 31,5 4.484 37.440 8,3 3 NOS 28 3.992 24.517 6,1 4 Telegraaf 28 3.986 38.683 9,7 5 RTL Nieuws 16,3 2.316 7.116 3,1 6 Volkskrant 10,6 1.504 5.353 3,6 7 NRC 8,7 1.243 2.654 2,1 8 Metro 7,3 1.036 2.788 2,7 9 Drimble 7 1.003 1.934 1,9 10 Omroep Brabant 6,2 889 3.281 3,7 Source: DAM, base: 13+, average monthly reach Q3 2016 all platforms
  110. 110. 110 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 during the summer and rise around Christmas. 2016 spend levels are significantly lower compared to previous years. Source: Nielsen, 2013 -2016 Q3 Gross spend for newspaper advertising only. Total spend 2016 Q3: € 257,381,610 Total spend 2015 Q3: € 259,554,661 Total spend 2014 Q3: € 254,607,646 Total spend 2013 Q3: € 174,370,278
  111. 111. 111 No. Brand Category Newspapers gross spend in Q3 2016 1 Koopjedeal.nl Media €7,116,220 2 Kras Reizen Travel €6,600,536 3 Corendon Travel €5,187,229 4 NRC* Media €4,202,283 5 Stip Reizen Travel €4,004,685 6 Molenaar Health €3,280,191 7 Stella Cycling €3,213,190 8 Lidl Retail €2.890.936 9 Familieberichtenonline Media €2,622,443 10 Woonsquare Home and living €2,467,045 Travel brands are well represented in top 10 brands based on media spend for newspapers. Source: Nielsen, 2016 Q3 Gross spend for newspapers only. *NRC brand consists of all media of NRC. Most ads are for their own newspapers
  112. 112. 112 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 Q3 2016 Q3 -38% +32% +57% -24% -77% +15% -43% Source: Nielsen, 2015 Q1 – 2016 Q3 Gross spend for newspapers only. -38%
  113. 113. 113 The growth of the digital use of newspapers has stagnated over the last year across all platforms. 38% 20% 20% 36% 21% 23% 35% 22% 24% 39% 27% 28% 36% 27% 27% Pc/Laptop Mobile Tablet NPDM 2013 I - 2013 II NPDM 2013 II - 2014 I NPDM 2014 I - 2014 II NPDM 2015 I - 2015 II NPDM 2015 II - 2016 I Source: NPDM releases: 2013 I – 2016 I, base: total NL 13+ Digital use of newspapers
  114. 114. 114 Family, culinary and women’s magazines have highest circulation figures 0 500 1000 1500 2000 2500 3000 3500 4000 4500 Family Culinary mags (incl sponsored) Women's TV listings Newspaper magazines Home decoration, gardening & DIY Special interest Mind & body Kids & youth Popular Science Travel Other Moving year average total circulation (in ‘000s) Source: NOM, Q4 2015 – Q3 2016 annual moving average circulation figures. Based on total magazines (all paid-for and free-of-charge circulation).
  115. 115. 115 High circulation numbers for sponsored magazines. Kampioen has the highest total circulation in Q4 2015 – Q3 2016. Top 10 magazines in terms of circulation figures Title Magazine type Total paid circulation Q2 2015 – Q1 2016 Total circulation Q2 2015 – Q1 2016 1 Kampioen Family 3.428.863 3.428.863 2 Allerhande Culinary sponsored 0 2.053.910 3 Boodschappen Culinary sponsored 0 1.939.970 4 Eigen Huis magazine Home decoration, gardening & DIY 740.781 740.781 5 Vrouw Women’s 0 537.001 6 Vrij Newspaper mags 0 525.748 7 Zorgbelang Special Interest 0 496.941 8 AD Magazine Newspaper mags 0 417.472 9 Het Volkskrant Magazine Newspaper mags 0 353.571 10 Veronica Magazine TV magazine 327.395 328.814 Source: NOM, Q4 2015 – Q3 2016 annual moving average circulation figures for magazines
  116. 116. 116Source: NOM Print & Doelgroep Monitor 2015-II 2016-I, base: total NL 13+ (N=17,151) Family and women’s 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 4.830 33,9 Allerhande Sponsored 4.240 29,8 Libelle Women’s 1.686 11,8 Donald Duck Kids 1.352 9,5 Vrouw Women’s 1.153 8,1 LINDA. Women’s 1.140 8,0 Veronica Magazine TV listings 1.082 7,6 Margriet Women’s 1.057 7,4 Privé Celebrity 1.051 7,4 Quest Science 931 6,5
  117. 117. 117 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 Q3 – 2016 Q3 Gross spend for consumer magazines only. Total spend 2016 Q3: € 74.725.124 Total spend 2015 Q3: € 77.487.513 Total spend 2014 Q3: € 82.850.949 Total spend 2013 Q3: € 90.320.817
  118. 118. 118 No. Brand Category Gross spend in Q3 2016 1 Dove FMCG €1,692,305 2 Hollands Nieuwe Telecom €1,314,977 3 Albert Heijn Retail €1,287,697 4 Elsevier Media €1,092,628 5 Cookloveshare.nl Media €1,056,133 6 Voordeeluitjes Travel €995,690 7 ANWB Service €805,708 8 Calve FMCG €735,685 9 Sun FMCG €720,778 10 Unox FMCG €716,092 When looking at an individual brand level in magazine spend, Dove comes out on top. Source: Nielsen, 2016 Q3 Gross spend for consumer magazines only.
  119. 119. 119 Allerhande has the highest amount of media spend. Increase for women magazines Libelle, Margriet and Linda. 0 1 2 3 4 5 6 7 8 9 10 Mediaspend(inmillions) 2015 Q3 2016 Q3 +13% -22% +21% -32% +36% +20% -22% Source: Nielsen, 2015 Q3 – 2016 Q3 Gross spend for consumer magazines only.
  120. 120. 120 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 % # 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% Source: NOM folder monitor 2016 | NOM Huis-aan-huis bladen monitor 2014 Top 5 Door-to-door papers All door-to-door papers have a total reach of 61,8% in The Netherlands
  121. 121. 121 Communicating
  122. 122. 122 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.
  123. 123. 123 Social media
  124. 124. 124 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. Source: | http://nos.nl/artikel/2110855-microsoft-koopt-linkedin-voor-26-miljard-dollar.html | http://www.emerce.nl/research/meeste-merken-posten-dagelijks-op-instagram | http://www.emerce.nl/research/whatsapp-grootste-social-media-platform-in-2016 Microsoft pays $26.2 billion for LinkedIn, a deal which represents 60 dollar per user. LinkedIn continues to exist as a brand. Microsoft will have access to information about hundreds of millions of people which will be used in the form of new subscriptions and (more personalized) advertising with the idea to push sales of office software.
  125. 125. 125 Trends and developments – II Source: http://www.emerce.nl/nieuws/facebook-q2 | http://www.emerce.nl/nieuws/youtube-begint-livestreaming | https://www.buzzfeed.com/mathonan/instagram-adds-disapearing-stories-to- encourage-more-casual?utm_term=.hy9xerpMqy#.fwNn7Me0zA 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. Instagram adds disappearing stories to encourage more casual posts. The new feature will let people post pictures and videos that disappear after 24 hours, and never appear in the main Instagram feed. The company is hoping that Stories will encourage people to share more pictures and video by making that media feel less permanent and consequential. Despite of the popularity of social media channels as Instagram and Snapchat, Facebook is still growing in popularity and reach. Last quarter, the American social media platform counted 1,71 billion active users. The stocks of Facebook also increased with 7% and the annual turnover amounted 6.44 billion dollars.
  126. 126. 126 Trends and developments – III 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) Q2 2016 (n=430) Q3 2016 (n=754) Source: GlobalWebIndex, Q2 2015 – Q3 2016, Base Internet Users NL16+ In Q3 2016, there is uplift in AdBlock use in random age groups. Strongest decrease in oldest age group.
  127. 127. 127Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+ Facebook seems to have plateaued at very high level of usage. YouTube is a (stable) second network and claimed usage of Google+ is increasing significantly. Social media usage In Europe, Facebook has the highest mobile penetration in The Netherlands (89.3%)
  128. 128. 128 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:
  129. 129. 129 In Q3 2016 Snapchat was mainly reaching age group 13-34. Also Tumblr and Instagram are less popular among older age groups compared to other social network platforms. 10% 9% 6% 14% 10% 9% 36% 27% 24% 25% 28% 30% 28% 17% 34% 31% 27% 29% 31% 29% 28% 29% 20% 19% 24% 26% 26% 20% 24% 29% 8% 16% 14% 11% 10% 8% 10% 17% 2% FACEBOOK TW ITTER LINKEDIN INSTAGRAM PINTEREST GOOGLE+ SNAPCHAT TUMBLR AGE DISTRIBUTION OF SOCIAL NETWORKING SITES IN NL 13-19 20-34 35-49 50-64 65+ Source: GfK DAM, base: 13+, Q3 2016 (all platforms)
  130. 130. 130 Facebook account ownership grows mainly in older age groups. All users are becoming more actively engaged. 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 Q4 - 2016 Q3 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 Q4 - 2016 Q3 Source: GlobalWebIndex, 2013 – 2016 Q3, Base Internet Users NL16+,
  131. 131. 131 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 Q4 - 2016 Q3 Ownership and activity is slightly increasing for Twitter in 2016 compared to 2015 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 Q4 - 2016 Q3 Source: GlobalWebIndex, 2013 – 2016 Q3, Base Internet Users NL16+,
  132. 132. 132 Account ownership of Instagram is increasing and is particularly high for the younger age groups. Activity is increasing across all age groups. 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 Q4 - 2016 Q3 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 Q4 - 2016 Q3 Source: GlobalWebIndex, 2013 – 2016 Q3, Base Internet Users NL16+,
  133. 133. 133 Account ownership and active usage for YouTube is increasing fast 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 Q4 - 2016 Q3 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 Q4 - 2016 Q3 Source: GlobalWebIndex, 2013 – 2016 Q3, Base Internet Users NL16+,
  134. 134. 134 Social Media in The Netherlands: 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+
  135. 135. 135 Worries about privacy have increased among users. Especially the older age groups 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
  136. 136. 136 Surfing online
  137. 137. 137 Trends and developments – I 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. More and more consumers are using their smartphone for online purchases although they still prefer to pay via the website provider. Especially in age group 30-49 smartphones are used for online shopping. In February, 46% of the consumers have used their phone to make a purchase online. Advertising in messenger apps is a big opportunity for marketers since people are spending lots of time on their smartphone and especially on messenger apps. Facebook decided to start with advertising within WhatsApp. In- app advertising is possible through banners or text ads. Users of WhatsApp who accept the legal terms give Facebook the opportunity to use the mobile number for advertising targeting. E-commerce 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 | http://www.emerce.nl/nieuws/sanoma-gaat-minder-reclame-tonen Shopping on mobile Advertising in messenger apps Visibility online advertising Sanoma will decrease its amount of advertisements on linked websites to improve visibility. Ads will only be loaded if they can be shown, which guarantees served ads. The optimization involves a decrease of shown advertisements of 20-25%.
  138. 138. 138 Trends and developments – II Websites are struggling with ad blockers. The number of people who are installing ad blockers 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 ad blockers. People have a positive attitude towards advertising in general, but are annoyed by online ads. The use of ad blockers is highest on laptops and desktops. However, the intention to install ad blockers is highest for smartphones. The European cookie law, that needed to protect internet users, doesn’t achieve the intended results. It’s the most important statement of the research of Actal. Users click away the cookie mention without realizing the results of it. Instead the law only irritates and leads to pressure. 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 I https://www.cloutoday.nl/actueel-marketing-insight-nieuws/3056-cookiebepaling-telecommunicatiewet-niet- effectief I http://www.emerce.nl/nieuws/adblock-plus-gaat-zelf-advertenties-verkopen The popular ad-blocker website AdBlock Plus will give advertisers the opportunity to serve relevant and good ads. Advertisers and publishers can be on a ‘white list’ by paying a lot of money. Also, the ads itself need to be not irritating for users as well.
  139. 139. 139 Trends and developments – III 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 for which the ads have been visible, which audience has seen the ad and which sites and placements provided conversions for the brand. Source: http://www.adformatie.nl/nieuws/dma-institute-begint-met-certificeren
  140. 140. 140 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 45% 47% 47% 44% 43% 45% 52% 58% 61% 66% 62% 66% 67% 60% 40% 45% 50% 55% 60% 65% 70% Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Integral Ad Science Starcom NL Viewability* stats 3 most used formats 64% 59% 59% 61% 59% 69% 73% 53% 59% 64% 71% 66% 44% 41% 43% 54% 48% 43% 42% 49% 58% 55% 57% 64% 0% 10% 20% 30% 40% 50% 60% 70% 80% Q2 2015 Q3 2015 Q4 2015 Q1 2016 Leaderboard Starcom NL Medium Rectangle Starcom NL Skyscraper Starcom NL Leaderboard IAS Medium Rectangle IAS Skyscraper IAS Source: Integral-Ad-Science reports Q1 2016; DMA viewability Benchmark stats Starcom NL; *Viewability as IAB standard: 50% of ad more than one second in view
  141. 141. 141 Programmatic Update: Google DoubleClick Bid Manager (DBM) Cross-environment reporting shows the effectiveness of advertising campaigns across all environments (apps, browsers and different devices). The metric links together cookies, web ID’s and anonymized google sign-ins to identify a user and determine the path taken, from seeing an ad to conversion, across different environments. Active View, Google’s viewability measurement solution is now available for YouTube in-stream ads. Using custom affinity segments it becomes possible to target audiences based on the media they consume (offline and online) or based on the products or services they might be interested in. Cross-environment conversion tracking Active View Custom affinity Segments It will soon be possible to run programmatic deals on all inventory, regardless of the publisher’s ad server, using Tag Guarantees deals directly. This will allow to run reservation campaigns together with programmatic buys and hence gather media buying in one place. Tag Guarantees Source: VIVAKI Programmatic
  142. 142. 142 Digital ad formats (I/II) - Standard IAB 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 Skyscraper 120x600
  143. 143. 143 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/
  144. 144. 144 42% 14% 18% 38% 44% 15% 18% 38% 46% 17% 20% 41% 49% 19% 23% 43%44% 16% 20% 40%39% 14% 17% 37% 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 2015 II - 2016 I Up until 2015 all online activities have shown an increase in usage. However, a decline is visible for 2015 II – 2016 I. Online activities done ‘often’ – across time Source: NPM 2013-I 2013-II to NPM 2015-II 2016-I
  145. 145. 145 Most activity on PC/Laptop. Most activities similar across platforms, only small differences in ranking. 37 40 41 42 47 48 49 57 58 60 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 Used a webmail service to access, read or send emails Uploaded / shared a photo Used a chat or instant messaging service / app Checked the weather online Visited / used a search engine Visited / used a social network Top 10 - Mobile 51 51 57 64 66 67 68 70 72 83 Used a map or directions service / app Watched a video clip or visited a video-sharing site Visited a news website / app / service Purchased a product online Used a webmail service to access, read or send emails Used an internet banking service Checked the weather online Visited / used a social network Searched for a product or service you want to buy Visited / used a search engine Top 10 - PC / Laptop 12 12 13 13 15 16 18 19 20 25 Played an online game Used a map or directions service / app Used an internet banking service Watched a video clip or visited a video-sharing site Searched for a product or service you want to buy Visited a news website / app / service Used a webmail service to access, read or send emails Checked the weather online Visited / used a social network Visited / used a search engine Top 10 - Tablet Source: GlobalWebIndex, 2016 Q3, Base Internet Users NL16+ (N= 801), Have done in the past month
  146. 146. 146 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 rising. 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)
  147. 147. 147 Most people (76%) have online access at home on a daily basis. Overall online access for mobile phone is increasing. 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 2015 II - 2016 I 76% 8% 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 10% 22% 11% 4% 1% 0% 1% 3% 1% 47% (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-II 2016-I, base: total NL 13+Source: NPM 2013 I – 2013 II to NPM 2015 II – 2016 I
  148. 148. 148 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
  149. 149. 149 On the go
  150. 150. 150 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.
  151. 151. 151 Trends and developments I Exterion Media is expanding its collaboration within the province of Gelderland. Besides Exterion expanded their digital offer in the Amsterdam Central station to 33 digital screens. At the same time Exterion is punished for the RET (Rotterdam) deal earlier this year. The RET gave the advertising rights to Exterion without any serious competition from other companies. Source: http://www.exterionmedia.com/nl/over-ons/nieuws/exterion-media-verstevigt-haar-concessieposities-en-breidt-verder-digitaal-uit/ I http://www.exterionmedia.com/nl/over-ons/nieuws/exterion-media-trapt- just-dooh-it-af/ I http://www.clearchannel.nl/nl/Nieuws/Laatste-nieuws/Clear-Channel-vergroot-bereik-en-landelijke-dekking-door-winst-concessie-Zwolle#.WF0lhE1TGTM I http://www.clearchannel.nl/nl/Nieuws/Laatste-nieuws/Clear-Channel-wint-aanbesteding-Oegstgeest-en-voltooit-plaatsing-Abri's#.WF0lsk1TGTM On August 8th Exterion launched the new “Just DOOH it” campaign to challenge creative agencies getting the most of Digital Out Of Home by taking part in two popular events: the gaypride and the Olympic Games. The submitted video’s were broadcasted on the whole digital network of 500 digital screens. Clear Channel expands its OOH nationwide coverage by winning concessions in Zwolle and Zuid-Holland.
  152. 152. 152 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
  153. 153. 153 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)
  154. 154. 154 0% 10% 20% 30% 40% Share of gross media spend OOH 2013 2014 2015 2015 Q3 2016 Q3 Others Outdoor market in spend dominated by 4 main players: JCDecaux, ExterionMedia, Clear Channel and Interbest. Exterion Media shows a slight increase YoY increase in Q3 2016. Source: Nielsen, 2013 – 2016 Q3 Gross spend for out of home only.
  155. 155. 155 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, June 2016, database version CAFAS 21.1 | Reach is based on total sights per vendor available in CAFAS. 69% 78% 78% 68% 64% 60% 66% 73% 75% 68% 62% 57% 74% 80% 82% 75% 70% 64% 26% 27% 28% 27% 25% 23% 0% 20% 40% 60% 80% 100% 13-75 13-29 20-34 35-49 50-64 65-75 Shelters Exterion (5,858 sides) JCDecaux (9,021 sides) Clear Channel (8.140 sides) MMD (654 sides) 29% 30% 31% 30% 28% 25% 60% 62% 64% 61% 57% 52% 41% 45% 47% 41% 39% 35% 14% 15% 16% 14% 13% 12% 0% 20% 40% 60% 80% 100% 13-75 13-29 20-34 35-49 50-64 65-75 Billboards Exterion (200 sides) JCDecaux (750 sides) Clear Channel (397 sides) MMD (144 sides)
  156. 156. 156 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 clear seasonality pattern visible. Source: Nielsen, 2013 – 2016 Q3 Gross spend for out of home only. Total spend 2016 Q3: € 122,211,867 Total spend 2015 Q3: € 115,061,559 Total spend 2014 Q3: € 125,440,558 Total spend 2013 Q3: € 121,879,367
  157. 157. 157 As brand, McDonalds dominates the market of OOH spend. Telecom is most present as category, having 4 brands in the top 10 list. Brand Category Gross spend Q3 2016 1 McDonalds Fast food restaurant € 5,593,050 2 T-Mobile Telecom € 3,508,058 3 KPN Telecom € 2,988,494 4 Radio 538 Media € 2,548,527 5 NS Travel € 2,343,279 6 Tele2 Telecom € 2,257,900 7 Kruidvat Retail € 1,887,431 8 ALDI Retail € 1,671,411 9 Ziggo Telecom € 1,528,441 10 Spa FMCG € 1,477,747 Source: Nielsen, 2016 Q3 Gross spend for out of home only.
  158. 158. 158 Street shelter (6-sheet)Mast Billboard (48-sheet 96-sheet) Standard formats
  159. 159. 159 Aerial advertisingA0 Sampling Alternative formats I
  160. 160. 160 Alternative formats II Public transport Street objects Toilet advertising
  161. 161. 161 Digital Out of Home Source: http://www.adformatie.nl/nieuws/transavia-adverteert-realtime-stoelenaanbod-outdoor-campagne Transavia offers real-time seats with digital OOH screens Around the beginning of July, airline Transavia launched a digital OOH campaign with screens in four Dutch big cities with the last-minute offer of empty seats in airplanes. Transavia linked a live booking system to the digital screens.
  162. 162. 162 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. Amsterdam has installed a beacon network in its city center. The bluetooth beacons are located in several public spaces. The municipality of Amsterdam works together with JCDecaux, GVB (public transport), and Google. JCDecaux already has experience with this technology, its network is enriched with beacons (android only). 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 | http://www.dktp.nl/wijzen-amsterdamse-bakens-de-weg-in-innovatieland/
  163. 163. 163 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 Senior Insights & Data Consultant sander.geerling@starcom.nl MARJO VAN DEN AKKER Junior Insights & Data Consultant marjo.vandenakker@starcom.nl
  164. 164. 164 Appendix
  165. 165. 165 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.
  166. 166. 166 CENSUS DATA By using VAST technology for online video (IAB standard). Incl. Desktop, Mobile and Tablet Introduction by SKO: 1 July’14 – 1 January ‘15 PANNEL DATA Who is watching? What is % reach? Start 2015 DATA FUSION Mid 2015 ONLINE VIDEO TOTAAL September 2015 TV TOTAL (Linear & non-linear; via TV screen) Existing AV Total (Early 2016) TV audience measurement II The core of the audience measurement is the common currency (TV Total). The measurement includes guest viewing in the panel households and time shifted viewing (on the day of broadcast plus the next six days). In order to achieve AV Total SKO first aims to measure census data for online video and combine this with panel data to get the Online Video Total. Update Q2: the dates as provides by SKO aren't met. SKO haven’t communicated a new planning jet. SKO also investigates new ways of viewing via so- called ‘satellites’ studies that are conducted alongside the currency measurement. This approach allows SKO to measure new forms of viewing behaviour (i.e. online video) without influencing the core currency data. Source: www.kijkonderzoek.nl, 2nd of July 2014 Now the project progresses SKO realize that they might as well extend to the complete measurement of online reach. So they introduced NOBO (Nederlands Online Bereik Onderzoek)
  167. 167. 167 Digital audience measurement STIR was the primary provider of the official audience ratings for online in the Netherlands. As of June 2013, the Joint Industry Committee (JIC) has stopped measuring reach figures of websites. Dutch Digital Media Measurement (DDMM) is the new provider of the official audience ratings for online. On 12th November, the new data for digital media is presented. DDMM is an initiative of VINEX (online vendors) and PMA (media agencies) using the panel and methodology of GfK. Source: www.stir.nl, 25th September 2013 | http://www.vinex.nl/nieuws/eerste-meetresultaten-digitaal-bereiksonderzoek-ddmm/, 12th November 2013 DAM As told before, SKO also started a project to measure digital reach, called NOBO. For now GfK announced to deliver DAM data till the end of 2015. What will happen afterwards isn’t clear at the moment. Although there are some problems with DDMM since iOS8 is available on apple products. Data from devices using iOS8 is not reliable anymore. This caused the six big media owners (TMG, De Persgroep, RTL, NPO, Marktplaats and Sanoma) to step out of the project of DDMM. GfK and the media agencies decide to continue the measurement. Now it’s called (Digital Audience Measurement). GfK is still working on a solution for the iOS8 problems. The GfK-DAM data (N= 7,000) is weekly available (6+). Digital use is measured at desktop, mobile and tablet. Although online usage is limited to private use, not at work.
  168. 168. 168 Radio audience measurement NLO is a non-profit organization, organized as a Joint Industry Committee (JIC). The radio audience ratings are based on panel including 7,500 respondents. The Media Standard Survey is used for weighting. Test with media watch (using audio-matching technique). Aim is to calculate radio reach per minute instead of per 15-minute interval, NLO will start testing this in 2015 in a smartphone app and if everything goes well it will be available in 2016. Source: NLO persbericht 15 October 2014 National Luister Onderzoek (National Listening Research) is the primary provider of the official radio audience ratings in the Netherlands.
  169. 169. 169 Print audience measurement ‘Nationaal Onderzoek Multimedia’ (NOM) is the primary provider of the official print audience ratings in the Netherlands. NOM is a non-profit organization, organized as a Joint Industry Committee (JIC). The print audience measurement (NPM) provides Source: http://www.nommedia.nl/, 21th October 2014 In 2014 a new type of measurement was introduced by NOM. They created a model that predicts the Opportunity To See Advertising (OTSA). In 8 product categories it is now possible to see for each print title the predicted advertising reach in absolute figures and in percentages Since January 2015 HOI and NOM became one organization. NOM now does not only measure reach of print and digital media but also circulation. information on reach and profile of more than 200 newspapers and magazines. Yearly, a quantitative research among 21,000 respondents takes place to measure print reach, but also other (perceived) media-usage. The Media Standard Survey is used for weighting.
  170. 170. 170 Out of home audience measurement I ‘Het Buitenreclame Onderzoek’ (BRO) is the primary provider of the official OOH audience ratings in the Netherlands. In September 2011, the new currency for audience measurement was launched for OOH: VAC, the visibility adjusted contact. Source: Het Buitenreclame Onderzoek, 2nd september ‘15 VAC is based on multiple data sets regarding people movement and object classification: Measuring of all traffic (Mobiliteitsonderzoek Nederland); Field research to travel behaviour (by TNS); Inventory and classification of street objects; Differentiates visability between location of objects (near pathway, railway stations, shopping centres, supermarkets, parking garages, petrol stations and traffic advertisement).

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