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Dutch media landscape 2016 Q4 update by Starcom

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

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Dutch media landscape 2016 Q4 update by Starcom

  1. 1. 1 Dutch media landscape Starcom NL Q4 2016 UPDATE
  2. 2. 22 What’s New? Q4 2016 Newspapers and direct mail lost ground in terms of gross media spend. Higher spend levels for radio and TV. Programmatic display spend is rising strongly: +20% in 2016. In 2016, Dutch people are more mobile with higher smartphone penetration and Internet access on the go. The Dutch are watching less (linear TV), but non-linear is growing. 2016 is another successful year for cinema’s with more visitors, higher reach and turnover6 Streaming services offer the option to watch content offline. Just like for listening radio, the smartphone is becoming more popular for watching TV. Substantial decrease of market share and gross media spend for NPO 3 FM. Digital Out of Home is on the rise with several digital extensions of main players’ networks. Usage and account ownership of Facebook keeps growing. YouTube and Instagram also show positive figures.
  3. 3. 3 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 2006, mostly due to the increasing number of single person households (+16%). 2.502 2,906 4.644 4,815 2,26 2,17 1,0 1,3 1,6 1,9 2,2 2,5 0 2.000 4.000 6.000 8.000 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Averageno.peopleinHH #HH(in‘000s) Household (HH) size Single person household Multiple person household Average no. of people in HH Source: CBS, Statline, 2016. 16.334 16.979 16.000 16.200 16.400 16.600 16.800 17.000 17.200 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 39,2 41.5 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 2016Dec Difference%positivevsnegativeanswers Dutch consumer confidence In 2016 Q4 the Dutch consumer confidence index increased to 112, which is the highest level in at least 10 years and indicates high consumer optimism. Source: CBS, Statline, 2016 Source: Nielsen Consumer Confidence, Q4 2016 Consumer confidence worldwide – Q4 2016
  8. 8. 8 Unemployment has dropped between 2014 and 2016 but that trend is, just like purchasing power, expected to come to a halt in 2017. 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% 1.7% 1,6% Purchasing power* -1.0% -1.9% -1.3% 1.3% 1.1% 2.7% 0.7% Unemployed (in ‘000s) 389 469 647 660 614 555 560 Unemployment % 5.4% 5.3% 7.3% 7.4% 6.9% 6.2% 6.2% Source: CPB, Kerngegevenstabel 2012- 2015 and 2014-2017, August 9th 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 2017 Ageing: A changing narrative In 2017, almost a quarter of everyone on the planet will be over the age of 50, a record. These consumers will be older in terms of lifestyle and are more demanding in their consumptions needs (Longevity Economy). Consumers in training Today’s family demands are launching youngsters into consumption at an earlier stage. Increasingly, the input of children in purchasing decisions is welcomed by their parents, rather than being perceived as a nuisance. Extraordinary We have reached a point when mass-produced items have lost some of their shine. The internet is enabling consumers to purchase and discuss the “long tail” – unique, customized and exotic products and services. Faster shopping In 2017, consumers are impatient. The digital world has schooled more of them into becoming so-called “IWWIWWWI”: “I want what I want when I want it”. Get real: The allure of authenticity Authenticity is a standout consumer value in 2017, heralded by everyone from change makers and celebrities to supermarkets and chefs. Identity in flux The nature of identity itself is in flux with a more elastic understanding of ethnicity and gender. Brands need to rethink who their audiences really are. Personalize it In 2017, we will have come to accept the idea that an industrially-produced product can be customized or personalized, at least in part. Post-purchase In 2017, shoppers will be paying more attention to their post-purchase experience, becoming a more important part of the consumer journey. Privacy and security In our volatile world there is more focus is on personal safety and that of loved ones which results in greater leaning towards home and mobile cocooning. Wellness as status symbol The desire to be fit and healthier seems to be almost universal. Healthy living is becoming a status symbol, as more consumers opt to flaunt their passion for it. Source: Euromonitor International Top 10 Global Consumer Trends for 2017.
  14. 14. 14 10 digital trends to watch in 2017: I Artificial Intelligence will not (yet) put marketers out of work Internet users still will not change their behaviors despite hacking scares Sometime in 2017, a live video will win a primetime-sized audience Chatbots will not yet become the reality 2017 will be the year of authetically mobile experiences Source: eMarketer Key Digital Trends for 2017, Dec 2016 Artificial Intelligence Privacy Live video Chatbot Mobile
  15. 15. 15 10 digital trends to watch in 2017: II Online grocery shopping will jump in 2017 Marketers will make the move to more complex forms of attribution modeling 2017 will be the tipping point for mobile messaging apps Influencers will take a significant chunk of the ad market in 2017 VR will not be a significant marketing channel until hardware becomes more widespread Source: eMarketer Key Digital Trends for 2017, Dec 2016 Online food shopping Modeling analysis Mobile messaging Influencers Virtual Reality
  16. 16. 16 5 mobile trends for 2017 VR technology transforms everyday interactions and offers brands a more personal customer service channel Image recognition creates seamless shopping and opportunities for personalization Continued rise of chatbots, people move to non- human interaction for simple tasks Robots enter the consumer journey and can help brands by providing services Companies are turning focus toward Generation Z using mobile behavior patterns to design relevant services Source: MWC Mobile Trends 2017 Virtual Reality Image recognition Chatbots Robots Generation Z
  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 Media Spend
  19. 19. 19 Competitive reporting in the Netherlands 0 1.000 2.000 3.000 Cinema Newspapers Online Out Of Home Magazines Radio TV €millions Gross Net Media spend 2016 HY1 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, 2016 HY1 | Net spend: Nielsen Halfjaarrapport Netto Media Bestedingen HJ1 2016 | Note: For digital only net spend is available.
  20. 20. 20 Compared to 2015, gross media spend in 2016 is 5,3% lower (not taking into account digital spends) 0 1.000 2.000 3.000 4.000 5.000 6.000 7.000 8.000 €millions Gross media spend -5,3% YoY+3,1 % YoY +4,9% YoY -1,1% YoY-4,7% YoY Source: Nielsen, 2011 – 2016 | Note: gross digital spend not included.
  21. 21. 21 Radio and TV show slight growth of media spend over the last years. Significant decline for newspapers spend (33%) between 2015 and 2016. 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 2016 Source: Nielsen, 2012-2016 | Note: gross digital spend not included.
  22. 22. 22 TV share of spend is increasing from 2015 to 2016 mainly due to a decline in spend for newspapers and direct mail* 18% 17% 16% 16% 11% 7% 7% 6% 4% 3% 2% 2% 2% 2% 2% 7% 7% 7% 7% 7% 7% 7% 6% 6% 6% 9% 10% 10% 11% 12% 48% 48% 52% 53% 57% 1% 1% 1% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2012 2013 2014 2015 2016 Media mix Trade Press TV Radio Consumer Magazines Out Of Home Door Drops Direct Mail Newspapers Cinema Source: Nielsen, 2012-2016 | *Note: digital spend is not included.
  23. 23. 23 32% 42% 21% 5% Audiovisual media Internet Print media Out of home 4% growth for total net spend in 2016 HY1 compared to 2015 HY1. Share of digital spends has increased at the cost of Print media. Source: Nielsen Halfjaarrapport Netto Media Bestedingen HY1 2016 32% 45% 18% 5% 2015 HY1 € 1,783,000,000 2016 HY1 € 1,858,000,000
  24. 24. 24 Spend on online advertising increased by 11% in revenues in 2016. 41% 14% 45% Display Classifieds Search Total online ad spend 52% 16% 18% 14% Embedded Other & text links Video Interruptive Online display spend Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2016, December 2016 2016 1,683 m€ 2016 672 m€
  25. 25. 25 The online display advertising spend through programmatic channels increased with 20% in 2016, totalling 225m€ in revenues. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 0 20 40 60 80 100 120 140 2013-HY1 2013-HY2 2014-HY1 2014-HY2 2015-HY1 2015-HY2 2016-HY1 2016-HY2 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, December 2016
  26. 26. 26 11% 13% 16% 16% 18% 17% 16% 18% 17% 15% 13% 14% 54% 55% 55% 52% 2013 2014 2015 2016 Allocation of display revenue per format Video Text links/Other Interruptive Embedded (e.g. banners) Video shows the largest growth of all formats over the last years. Share of spend for banners 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, April 2017
  27. 27. 27 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 – December 2016 (1980-2018)
  28. 28. 28 Top 10 advertisers in Q4 2016 is dominated by FMCG and retail No. Advertiser Category Gross spend Q4 2016 1 Procter & Gamble Nederland FMCG € 33,452,067 2 Albert Heijn Retail € 27,617,280 3 Unilever Nederland FMCG € 26,513,106 4 Lidl Nederland Retail € 26,357,627 5 Kruidvat Retail € 25,396,861 6 Jumbo Supermarkten Retail € 25,095,220 7 Renault Nissan Nederland Automotive € 21,187,668 8 Vodafone Telecom € 20,411,765 9 Heineken Nederland (WHK) FMCG € 17,127,580 10 T-Mobile Netherlands Telecom € 15,429,516 Source: Nielsen, Q4 2016 | Note: gross online spend not included
  29. 29. 29 Top 10 brands in Q4 2016 is dominated by supermarket chains No. Brand Category Gross spend Q4 2016 1 Albert Heijn Retail € 27.490.608 2 Lidl Retail € 26.357.628 3 Jumbo Supermarkten Retail € 25.095.221 4 Kruidvat Retail € 23.415.514 5 Renault Automotive € 16.195.963 6 Nationale Postcodeloterij Lottery € 15.125.060 7 Tele2 Telecom € 14.193.665 8 Plus Retail € 13.964.797 9 Vodafone Telecom € 13.922.953 10 Nivea FMCG € 13.824.400 Source: Nielsen, Q4 2016 | Note: gross online spend not included.
  30. 30. 30 Total sponsor spend and average sponsor spend decreases slightly Total spend top 100 sponsors 2015 2016 Index Total sponsor spend €283,775,000 €274,255,000 97 Average sponsor spend (per brand) €2,837,750 €2,742,550 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 2016 Source: SponsorMonitor 2016, 2017 (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 2016, 283 new (and renewed) sponsorship contracts were signed. This implies a decrease of 42 contracts compared to 2015 The total value of all contracts in 2016 was €230,000,000, averaging €812,720 per contract*. Both the total and the average are increased compared with 2015 (total: €154.000.000; average: €474.000 ). (Reasons for this increase are big sponsors contracts of Energie direct with football club PSV and the ING Sponsorship with the Royal Dutch Football Association) Source: SponsorMonitor 2016, 2017 (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 Rabobank is still by far the biggest sponsor. ING, Adidas and Ziggo show increase in gross sponsor spend No. Brand Gross sponsor spend 2015 Gross sponsor spend 2016 1 Rabobank € 34,000,000 € 32,000,000 2 ING € 14,000,000 € 14,500,000 3 Adidas € 13,450,000 € 14,000,000 4 ABN AMRO € 13,000,000 € 12,500,000 5 KPN € 12,700,000 € 12,500,000 6 Heineken € 11,200,000 € 11,000,000 7 Nike € 11,000,000 € 11,000,000 8 Ziggo € 9,800,000 € 11,000,000 9 VriendenLoterij € 9,600,000 € 8,500,000 10 Amstel € 8,500,000 € 7,500,000 Source: SponsorMonitor 2016, 2017 (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 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 and usage
  39. 39. 39 Slightly higher smartphone penetration (83%) in 2016 39% 45% 48% 58% 65% 67% 70% 76% 80% 80% 83% 0% 20% 40% 60% 80% 100% Historical development of smartphone penetration in NL 11.1 million Smartphone users in 2016 Source: “Trends in Digital Media”, GfK Intomart, Dec 2016, base: online population 13+ (N=1,251); 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. Significant increase of tablet usage among 13-17 age group. 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 dec-16 Source: “Trends in Digital Media”, GfK Intomart, Dec 2016, 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 of other devices. Smartphone beats laptop for using the Internet. 71,3% 23,8% 28,1% 17,0% 9,1% 54,0% 10,7% 28,1% 17,0% 8,7% 74,8% 16,1% 29,0% 14,8% 14,1% 56,6% 23,0% 21,1% 12,5% 6,8% 91,5% 21,1% 3,6% 0,9% 2,6% 11,1% 2,6% 72,5% 74,9% Medium type per device Laptop PC/desktop Mobile phone Tablet Traditional TV set* Media player* Game console* Paper* Source: Media Standard Survey 2016 (N=5,100), Base: All adults 13+, (* device is not relevant for each medium type)
  43. 43. 43 Digital stats Digital Stats
  44. 44. 44 Percentage of Dutch population owning phones and tablets is still growing strongly, just like social media users. There are less Newspaper readers. 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 (November 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 | https://www.emerce.nl/nieuws/75plussers-sterkst-groeiende-groep-internetters In the Netherlands, Internet penetration among people older than 75 has grown substantially. In 2016, 60% of 75+ has Internet access and 50% used it. In 2012, access and usage was around 40% for this specific age group.
  46. 46. 46 95% of Dutch households have internet access at home. Internet access ‘on the go and elsewhere’ has increased substantially. 90% 44% 5% 5% 92% 45% 4% 4% 93% 45% 4% 4% 94% 46% 6% 6% 95% 48% 55% 55% 95% 50,70% 59,80% 59,80% At home At work Diverse* (on the go, at friends/family, school/university etc) Elsewhere Internet access by location 2011 2012 2013 2014 2015 2016 Source: Media Standard Survey 2011-2016 (N= 5,100), base: All adults 13+.
  47. 47. 47 No. Top 10 brands Average monthly reach Compared to Q3 2016 1 Google (excl YT) 81% 2 Facebook 67% 3 WhatsApp Messenger 64% 4 Youtube 61% 5 Facebook Messenger 56% 6 Bol.com 52% 7 Google Search (app) 51% 8 Marktplaats 45% 9 Gmail 41% 10 AH.nl 38% Google is leading in terms of reach across platforms Source: GfK DAM, base: 13+, average monthly reach Q4 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. 25% 26% 28% 31% 40% 42% 44% 55% 53% 63% ING Drive Google Play-services Gmail Google Search Google Maps YouTube Facebook Messenger Facebook WhatsApp Messenger Overall top smartphone apps Phone reach % 11% 11% 11% 13% 16% 18% 23% 23% 32% 37% Rabobank Bankieren Nu.nl Marktplaats ING Bankieren Google Maps Gmail Facebook Messenger Google Search YouTube Facebook Overall top tablet apps Tablet reach % Source: GfK DAM, base: 13+, average monthly reach Q4 2016
  49. 49. 49 Main mobile phone activities are focused on communication in every possible way. Banking, online shopping and TV increased in popularity. 83% 76% 29% 14% 22% 37% 43% 16% 70% 5%52% 67% 26% 83% 65% 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 2016, base: online population 13+ (N=1,065)
  50. 50. 50 All-round activities for tablet such as surfing the web, e-mail, social media and games. Not so much pictures and videos. 29% 32% 3% 58% 13% 34% 36% 8% 15% 85% 55% 66% 13% 29% 4%16% 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 2016, base: online population 13+ (N=824)
  51. 51. 51 Smartphone has highest share of all communication, which is especially high for the younger 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 YouTube, NU and Spotify are the most downloaded media apps. The average number of apps slightly decreased compared to 2015. 4% 9% 10% 11% 12% 14% 16% 23% 26% 33% RTL XL Google Play Music AD.nl NOS teletekst De Telegraaf Netflix NOS Spotify Nu.nl Youtube Top 10 Media apps - Smartphone 13% 14% 15% 15% 16% 17% 23% 23% 23% 38% NOS Teletekst NPO App De Telegraaf Ziggo GO RTL XL NOS App Nu.nl Spotify Netflix Youtube Top 10 Media apps - Tablet Average # of apps on mobile: 27 Average # of apps on tablet: 24 Source: “Trends in Digital Media”, GfK Intomart, Dec 2016, base: online population 13+ (N=1,065)
  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 88% Households with digital TV 1.6 Average # of TVs per household 36.8% Hard disc recorder ownership 2015 31% 37% Connected TV penetration 2015 vs. 2016 Source: Media Standard Survey 2016 Trends and developments – I
  56. 56. 56Source: SKO 2012 – 2016 Q4, 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 Q4: 165 (vs. 175 min. in 2015 Q4). There’s a drop (-6%) in linear TV consumption. In Q4 the average viewing time per day (linear TV) is structural higher 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 28 minutes per day in 2016 Q4, which is equivalent to 15% of total viewing time. Non-linear viewing mostly happens the same day or within one week. 178 175 178 168 160 175 165 11 11 11 11 10 11 11 3 4 5 6 7 7 8 4 5 5 6 6 7 7 1 1 1 2 0 20 40 60 80 100 120 140 160 180 200 220 2012 2013 2014 2015 2016 2015 Q4 2016 Q4 Dutchviewingtime(perday) Linear TV Video, DVD & HDR Non-linear viewing (same day) Non-linear viewing (one week) Non-linear viewing (28 days) 193 Trends and developments – II 196 195 199 192 184 201
  57. 57. 57 34.1 million cinema visitors in 2016 (+3.7%) €8.42Average price per ticket(+0.5%) €287.1million in ticket revenue in 2016 Trends and developments – III Source: https://foxscreen.nl/2017/01/11/bioscoopbezoek-groeit-naar-ruim-34-miljoen// From 2015 to 2016 the number of cinema visitors went up by 3.7%. The total number of cinema visitors is at a historically high level (only seen in 1967 and 2015).
  58. 58. 58 Trends and developments – IV Netflix grew in Q4 2016 to 94 million subscribers and to a 2,4 billion dollar revenue, which is more than expected. The biggest growth originates from outside the US. However, in the Netherlands, relatively many people (41%) quit Netflix after the free trial. Source: http://www.emerce.nl/nieuws/op-drie-nederlanders-kijkt-vlogs I https://www.emerce.nl/nieuws/resultate-netflix-beter-dan-verwacht 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 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 like 2015, cinemas 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%.
  59. 59. 59 Trends and developments – V Vimeo will launch a new streaming platform. With this new platform, Vimeo starts to compete with brands like Netflix and Amazon. The new streaming service is a new offer next to their pay per content service with 750.000 users. Source: http://www.adformatie.nl/nieuws/vice-komt-nederland-met-tv-kanaal-voor-millennials |http://www.emerce.nl/nieuws/online-tvsales-vice-branddeli | http://www.emerce.nl/nieuws/vimeo-concurrent- netflix | http://www.adformatie.nl/nieuws/branddeli-gaat-samenwerken-met-de-persgroep-rond-online-video | http://www.adformatie.nl/nieuws/rtl-komt-met-virtual-product-placement Online media publisher Vice is starting a new TV-format for millenials: Viceland. The new TV-channel will be launched in the beginning of 2017 and is exclusive accessible for Ziggo subscribers. Viceland will be an offline channel for the topics the brand creates on its online platform. BrandDeli and ‘de Persgroep’ start to cooperate around online video. This collaboration is a result of the take-over of Makers Channel by Persgroep. BrandDeli remains representative for sales of Makers Channel. RTL launches a revolutionary new technique for virtual product placement. This technique from Mirriad creates advertising possibilities for advertisers with very diverse target groups. RTL, Endemol and Fuse start with digital placement in GTST.
  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, Q4 2016 | Note: As of January 2016 RTL is also responsible for the advertising on the Triade channels. Note: RTL Lounge, RTL Crime, Boomerang, Telekids and Crime + Investigation 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 Other 57 regional channels Note: Disney XD shares a channel with Veronica Source: retriever.nl, Q4 2016| * Note: BBC first was added to portfolio BrandDeli in September 2016 *
  63. 63. 63 NPO channels are recovering after a dip in market share over 2015. RTL/Triade shows slight decrease in market share. Source: SKO 2014 – 2016, 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 2016
  64. 64. 64 NPO 1 and SBS 6 are the only two major TV channels which show an increase in market share. Source: SKO 2014 – 2016, 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 % Market share 2014 2015 2016 Other
  65. 65. 65 Growth in gross media spend for most BrandDeli channels Source: Nielsen, 2015 Q4 and 2016 Q4. | Note: Only gross spend for TV. | Note: As of January 2016 RTL is also responsible for the advertising on the Triade channels. SBSRTLSTER BrandDeli RTL/Triade Disney 0 50 100 150 200 250 300 350 400 €millions Gross media spend per channel Q4 2015 Q4 2016 -34%-30% +96% - 8% +7%
  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 and relatively quiet summers. TV vendors use monthly indices to reflect the seasonality in their rate cards. Source: Nielsen, 2013 – 2016 | Note: Only gross spend for TV. Total spend 2016 Q4: € 1,168,407,435.55 Total spend 2015 Q4: € 1,231,483,224.26 Total spend 2014 Q4: € 1,156,270,586.59 Total spend 2013 Q4: € 1,097,337,282.62
  67. 67. 67 Retail brands (supermarket chains specifically) dominate top 10 No. Brand Category TV gross spend Q4 2016 1 Jumbo Retail € 23,637,767 2 Albert Heijn Retail € 20,965,775 3 Lidl Retail € 15,675,983 4 Kruidvat Retail € 13,985,416 5 Nivea Retail € 13,805,400 6 Plus Retail € 11,971,726 7 Renault Automotive € 9,903,677 8 Postcodeloterij Lottery € 9,847,154 9 Tele2 Telecom € 9,400,105 10 Kia Automotive € 8,355,578 Source: Nielsen, 2016 Q4 | Note: Only gross spend for TV.
  68. 68. 68 Kids and male channels have a rather distinct profile, TLC manages to create a clear female profile. Source: SKO, 2016 Q4, 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/mobile) Total viewing time decreased with 8 minutes to 183 minutes (-4%). Main reason is decrease in watching linear TV. Source: SPOT TV Annual Report 2016 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. ‘NPO Plus’ (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 - 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 Streaming services with opportunity to watch content offline Videoland is planning to offer content offline. At the end of 2016 it is already possible to watch children’s programs offline. In 2017 more content will be available to watch without an Internet connection. Videoland is a streaming service of RTL and offers national and international movies and TV shows. Netflix seems to be following the trend of music streaming services to let subscribers consume content offline. Currently it is only possible to watch Netflix- original (own) content offline. Netflix is dependent on responsible film companies in order to offer all content in the offline version. Source: http://www.emerce.nl/nieuws/videoland-maakt-offline-kijken-kinderfilms-series-mogelijk | http://www.emerce.nl/nieuws/videoland-maakt-offline-kijken-kinderfilms-series-mogelijk | http://www.metronieuws.nl/xl/digitaal/2016/06/netflix-test-met-nieuwe-offline-modus
  74. 74. 74 Multi-tasking on mobile phone while watching TV is becoming increasingly popular. The most popular activities include e-mail, social media, chatting and games. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Desktop PC e-Reader Laptop PC Mobile phone Tablet device None of the above Multi tasking while watching TV Q1 2016 Q2 2016 Q3 2016 Q4 2016 0% 10% 20% 30% 40% 50% Multi tasking activities Q1 2016 Q2 2016 Q3 2016 Q4 2016 Source: GlobalWebIndex, 2016, Base: Internet users NL16+
  75. 75. 75 Gender Multitasker is mostly 16-34 years old with average to high income and most interested in gadgets, fashion, sports, cars and music 52% 48% 23% 23% 18% 20% 16% 0 50 100 150 0% 25% 50% % Index Source: GlobalWebIndex, 2016 Q4, Base Internet Users NL16+ (N= 754), TA: MultiTasker while watching TV (N=365) 23% 51% 26% Low (Bottom 25% income) (index 98) Mid (Mid 50% income) (index 104) High (Top 25% income) (index 105) Interests Income Age 0 50 100 150 0% 10% 20% 30% 40% 50% 60% % Agree Index
  76. 76. 76 YouTube has by far the highest reach of all VoD channels. For channels with professional content Netflix is leading since July 2015. Source: GfK DAM, base: 13+, average monthly reach 2015 – 2016 Q4 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 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 Oct '16 Nov '16 Dec '16 Video on Demand – average monthly reach YouTube RTL XL Netflix NPO gemist Vimeo KIJK.nl NLziet
  77. 77. 77 Netflix has particularly high reach in the younger age groups. Reach of linear TV viewing is decreasing slowly, but still higher than VoD. 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+, Oct 2016 – Dec 2016 (average monthly reach) | SKO 13+, 13-19, 20-34, 35-49, 50-64, 65+, Oct 2016 – Dec 2016, all day, average monthly reach within the period STER: 95% RTL: 95% SBS: 92% STER: 92% RTL: 92% SBS: 89% STER: 98% RTL: 97% SBS: 95% STER: 99% RTL: 97% SBS: 94% STER: 95% RTL: 95% SBS: 92% STER: 88% RTL: 91% SBS: 85%
  78. 78. 78 Watching TV on smartphone is increasing in popularity 21,5% 15,6% 4,6% 21,0% 11,9% 3,4% 27,2% 15,1% 5,6% 31% 11% 4% 35,2% 14,1% 2,9% 0% 5% 10% 15% 20% 25% 30% 35% 40% Netflix RTL XL Videoland Which of the following services have you used in the last month? 2015 Q4 2016 Q1 2016 Q2 2016 Q3 2016 Q4 Source: GfK Trends in Digitale Media, Dec 2016 (N=1.251) | Source: GWI on-demand media service Q4 2015 – Q4 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% 21% 28% 17% 25% 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 Dec 16
  79. 79. 79 In general, people find professional content more appealing. The younger the target audience the more time is spent on user generated content. Source: Media:tijd 2015, base: All adults 13+ (N=2,953) 0 5 10 15 20 25 30 35 NL 13+ Men Women 13-19 year 20-34 year 35-49 year 50-64 year 65+ year Minutesperday Non-linear content Non-Linear TV content Other professional content User generated/youtube
  80. 80. 80 NPO programmes and TV series are popular for catch up TV Date Day Programme Channel Viewers (x1000) 1 16-12-2016 Fri Flikken Maastricht NPO 1 545 2 3-12-2016 Sat Als de dijken breken NPO 1 508 3 22-11-2016 Tue Emma wil leven anorexia special NPO 3 401 4 31-12-2016 Sat Claudia de Breij conference NPO 1 384 5 6-10-2016 Thu Ik vertrek NPO 1 335 6 26-11-2016 Sat Kwis NPO 1 331 7 3-10-2016 Mon Doker Tinus SBS 6 322 8 22-11-2016 Tue Petticoat NPO 1 307 9 23-11-2016 Fri Zaak Menten NPO 2 293 10 23-10-2016 Sun Heel Holland bakt NPO 1 289 Source: SKO, best watched catch-up tv shows via television,+ 02:00-26:00 UUR, 6+, 2016 Q4
  81. 81. 81 #locations #cinema halls #seats #visitors Q4 Pathé(incl. CineMec) 25 202 42.136 4.195.251 Kinepolis 15 103 20.198 817.592 VUE 6 41 8.306 559.605 Other 29 131 20.060 1.339.973 Total 75 (54%) 477 (65%) 90.700 (70%) 6.912.421 (77%) #locations #cinema halls #seats #visitors Q4 VUE 15 71 12.845 608.790 RSB Cinemas 6 20 2.329 201.981 Other 43 164 23.560 1.220.278 Total 64 (46%) 255 (35%) 38.734 (30%) 2.031.049 (23%) Source: Jean Mineur & Fox Screen, Q4 2016 | http://www.nederlandsmedianieuws.nl/media-nieuws/Path%C3%A9-breekt-dagrecord-met-ruim-107-000-bezoekers-film-bioscoop/ FoxScreen entered the market in 2015 as vendor for national cinema advertising and is steadily growing in market share. However, with a market share of 77%, Jean Mineur still is the biggest vendor. Pathé broke the daily record with more than 107K visitors on 28th of December
  82. 82. 82 Number of cinema visitors is increasing in line with the number of film releases per year - 100 200 300 400 0 5 10 15 20 25 30 35 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 #Cinemas&FilmReleases Visitorsinmillion # Visitors (million) # Film releases # Cinemas Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners), annual report 2015
  83. 83. 83 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/
  84. 84. 84 0 20 40 60 80 100 120 140 0,0 0,5 1,0 1,5 2,0 2,5 3,0 3,5 4,0 4,5 5,0 January February March April May June July August September October November December Mediaspend(in€millions) Seasonality cinema (spend & visitors) Average visitors index 2010-2015 2014 2015 2016 Cinema does not have the same seasonality pattern as TV, however there is an increase in spend towards in the end of the year. Cinema vendors use monthly indices to reflect the seasonality influences in their rate cards. Source: Nielsen, 2014 - 2016 | Average seasonality cinema visits Jean Mineur Network 2010-2015 | Only gross spend for cinema
  85. 85. 85 The movie ‘Bridget Jones’s Baby’ was the most popular film in 2016 Title Revenue (in ‘000) Visits (in ‘000) Bridget Jones’s Baby € 10,300 1.191 Finding Dory € 8,900 1.082 Huisdiergeheimen € 8,100 1.024 The Jungle Book NA 967 Fantastic Beasts NA 874 Source: https://foxscreen.nl/2017/01/11/bioscoopbezoek-groeit-naar-ruim-34-miljoen/
  86. 86. 86 Regular 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)
  87. 87. 87 In 2016, the reach among the 16-29 age group increased significantly 75% 83% 73% 61% 59% 62% 43% 32% 76% 72% 89% 84% 70% 60% 42% 31% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 6-11 12-15 16-23 24-29 30-39 40-54 55-64 65+ Cinema reach 2015 2016 Source: Bioscoopmonitor 2016
  88. 88. 88 Listening
  89. 89. 89 MCP: Listening Consumers´ listening patterns are also rapidly changing. New players such as Spotify have entered the market and are changing the way consumers experience music. The availability of music and radio via multiple devices further impacts how people experience listening to music and radio.
  90. 90. 90 Trends and developments I 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. Source: http://www.emerce.nl/nieuws/noorwegen-neemt-eerste-land-afscheid-fm | http://nieuws.tmg.nl/tmg-kondigt-strategische-samenwerking-met-talpa-aan-op-gebied-van-radio-tv-en-ott | http://view.newsletter.538groep.nl | https://www.emerce.nl/nieuws/pandora-begint-spotify-concurrent Norway is the first country to say goodbye to FM. The Scandinavian country will now only use the DAB system. The forecast is that Swiss and EU countries will follow. In the Netherlands, the decision has not yet been made. Spotify and Apple Music are getting a new competitor: Pandora. The new streaming service had to be online this quarter, but the deadline is moved to 2017. Earlier, Apple announced that it now has more than 20 million subscribers; an increase of 7 million in Q3 + Q4.
  91. 91. 91 Trends and developments II The current broadcasting licenses of commercial radio for broadcasting via FM, AM and DAB+ originally expired in 2017, but are extended until 2022. The government will assign new licenses by auction, an idea that caused a lot of resistance. By the extension, minister Kamp meets the needs of radio stations and the Dutch House of Representatives. Radio stations who want to broadcast on FM, also have to broadcast through DAB+. Since 2015 also DAB+ licenses without FM licenses are sold by the government. Compared to other European countries, The Netherlands have the fastest role of digital radio DAB+. The Media Exchange 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
  92. 92. 92 Dutch radio stations, with advertising possibilities (I/II) STER One Media Sales Sky Radio Group Q-Music NL Source: retriever.nl, Q4 2016
  93. 93. 93 Dutch radio stations, with advertising possibilities (II/II) E-power advertising Groot Nieuws Radio FD Mediagroep FunX 115 regional stations 22 online stations Note: ORN (government) and E Power (commercial) take care of the sales of approximately 30 stations Source: retriever.nl, Q4 2016
  94. 94. 94 Many people listen to the Top 2000 in December on NPO Radio 2 leading to a peek in market share. Market share of NPO 3FM and 100% NL is decreasing. Source: NLO, based on audience of 10+, Note: % is Avg Jan-Dec ‘16 vs Nov-Dec ‘16 0% 5% 10% 15% Market share (%) Jan-Feb 2016 Mar-Apr 2016 May-Jun 2016 Jul-Aug 2016 Sep-Oct 2016 Nov-Dec 2016 +38% -4% -13%
  95. 95. 95 Top 3 stations in media spend are Radio538, Q-music and Sky Radio. Increase of spend for NPO Radio 2, decrease for NPO 3 FM. 0 10 20 30 40 50 60 70 MediaSpendperStation(inMillions) 2015 Q4 2016 Q4 +39%-22% +45% -58% -40% +307% Source: Nielsen, 2015 Q4 – 2016 Q4 Gross spend for radio only.
  96. 96. 96 0 10.000 20.000 30.000 40.000 50.000 60.000 70.000 80.000 90.000 100.000 January February March April May June July August September October November December GrossmediaspendX1000 2013 2014 2015 2016 Although the spend levels for radio differ over the years, there seems to be a clear seasonality trend. From January to June spending slowly raises. After a dip in the summer period, it increases rapidly to an maximum in Q4 (due to multiple top-lists and Christmas actions at the end of the year). Some Radio vendors uses monthly indices to reflect the seasonality influences in their rate card. Seasonality patterns for radio Source: Nielsen, 2013 – 2016, Gross spend for radio only. Total spend 2016 Q4: € 271,942,490 Total spend 2015 Q4: € 261,072,355 Total spend 2014 Q4: € 237,588,096 Total spend 2013 Q4: € 223,175,303
  97. 97. 97 The automotive category is well represented within radio top 10 brands Brand Category Radio gross spend in Q4 2016 1 Renault Automotive €5,664,110 2 Kruidvat Retail €4,658,016 3 Lidl Retail €3,991,399 4 Opel Automotive €3,533,249 5 Rabobank Finance €3,382,248 6 Mercedes Benz Automotive €3,330,536 7 Ministerie VWS Government €3,285,006 8 Vodafone Telecom €3,229,566 9 Staatsloterij Lottery €2,757,207 10 Volvo Automotive €2,577,876 Source: Nielsen, Q4 2016 Gross spend for radio only.
  98. 98. 98 For the older audience there is some clutter. A young and more female station is missing in the radio landscape. Source: NLO, 2016 (Oct-Dec), 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
  99. 99. 99 TV is the most popular device for radio listening. Clear increase for smartphone as well. 0% 5% 10% 15% 20% 25% 30% 35% 40% June '12 Dec '12 June '13 Dec '13 June '13 Dec '14 Juni '15 Dec'15 Dec'16 %Agreetolistenviadevice Digital radio listening* Desktop Laptop Smartphone Tablet Television** Streaming- network audioplayer Source: Trends in Digital Media 2016, 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.
  100. 100. 100 Most time spend on online radio via TV, followed by desktop and streaming. Radio station apps are getting popular, although Spotify is way ahead. 45 107 21 60 36 11 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=808) Smartphone (n=1056) Source: Trends in Digital Media, GfK Intomart, December 2016, base: All (n=1.151) Source: Trends in Digital Media, GfK Intomart, December 2016, base: owners of tablet and/or smartphone
  101. 101. 101 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 Q4 2016 25,8% An audio platform that enables sound creators to upload, record, promote and share their originally-created sounds. Avg monthly reach Q4 2016 3,3% Web-based music streaming service. Also available on smartphone (partner with telecom provider T-Mobile). Spot advertising within playlist possible. Avg monthly reach Q4 2016 1,6% Music application (mobile phone, tablet, pc) owned by Apple. Direct competitor of Spotify and Deezer. Avg monthly reach Q4 2016 0,2% Source: Spotify | DAM Q4 2016 (TA 13+ N=1,091), Average monthly reach all platforms | Device ownership Spotify - Trends in Digital Media, GfK Intomart, Dec 2014, base: online population 13+ who own a tablet and/or smartphone AND have al least one app
  102. 102. 102 Reading
  103. 103. 103 MCP: Reading Reading is slowly shifting from paper to (online) screens. More and more people are reading newspapers on their tablet or mobile phone. Increasingly, news content is being accessed via free news sites or apps. These new possibilities to get news and read magazines are dramatically changing the experience of reading.
  104. 104. 104 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.
  105. 105. 105 Trends & developments I – Online content distribution 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. Online kiosk Blende starts, for a small group of users, a new monthly magazine and newspaper service. With this monthly subscription users don’t need to pay per article, which is the only payment possibility now. For the subscription Blende does not offer all articles but makes a selection based on user profiles. Research from PWC regarding the Dutch media landscape shows that ‘print’ will decrease: consumers will shift more and more to online media. PWC calculated a revenue drop of 3.3% for magazines and 1,9% for newspapers for the next five years. These numbers are calculated for ad- and circulation revenue. Source: http://nederlandsmedianieuws.nl/media-nieuws/Startup-Maggy-lanceert-vernieuwde-tijdschriften-app.html/ I http://www.bladendokter.nl/medium-biedt-uitgevers-platform-en-paywall- aan | http://www.emerce.nl/nieuws/blendle-test-premiumdienst-vast-bedrag-per-maand| http://www.bladendokter.nl/pwc-uitgevers-blijven-komende-5-jaar-moeilijk-houden/
  106. 106. 106 Trends & developments II Source: http://www.adformatie.nl/nieuws/nrc-handelsblad-en-nrcnext-vanaf-volgend-jaar-een-krant | http://www.bladendokter.nl/winnaars-mercurs-2016/ | http://www.bladendokter.nl/pijper-media-neemt-elegance-over/ NRC combined it’s newspapers ‘Handelsblad’ and ‘Next’. All readers will receive the same newspaper. NRC Next remains a morning newspaper and NRC Handelsblad an afternoon version. Multimedia platform ‘LINDA’ won the mercure Media Brand of the Year award, Vogue was appointed as magazine of the year. LINDA won because of their strong cross-media approach. Vogue was awarded as a result of launching multiple new magazine titles representing a powerful all-round print brand. Pijper Media are taking over Elegance from Pelican Media. Elegance is the oldest women glossy of the Netherlands. Earlier Pijper Media already took over magazines Marie Claire, Grazia, Beau Monde and Playboy.
  107. 107. 107 Newspapers print circulation dominated by national newspapers 1.450 1.155 398 - 200 400 600 800 1.000 1.200 1.400 1.600 2016 Moving year average circulation figures (in ‘000s) National newspapers Regional newspapers Free sheets Source: NOM, 2016 | moving year average circulation figures. Based on print only (all paid-for and free-of-charge circulation)
  108. 108. 108 Top 10 ranking Title Newspaper type Total annual paid circulation 2016 Total annual circulation 2016 1 De Telegraaf National 382089 426827 2 Metro Free sheets 0 397913 3 AD National 317626 369152 4 de Volkskrant National 217796 258415 5 NRC Handelsblad National 135764 145339 6 Trouw National 88604 105560 7 Het Financieele Dagblad National 46420 48664 8 Reformatorisch Dagblad National 42740 44200 9 nrc.next National 26262 30767 10 Nederlands Dagblad National 20735 21555 De Telegraaf is leading in terms of print circulation. Source: NOM, Q1 2016 – Q4 2016 annual moving average circulation figures for newspapers. Based on print only (all paid-for and free-of-charge circulation), excluding digital circulation figures.
  109. 109. 109Source: 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 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
  110. 110. 110 Higher online reach for news site Nu.nl than for traditional print titles. Nevertheless, more visits and higher visit frequency for NOS. No. Top 10 online News brands Reach (%) Reach (‘000) # Visits (‘000) Avg visit frequency 1 Nu.nl 50,2 7.149 147.577 20,6 2 NOS 49,9 7.112 218.397 30,7 3 AD 39,5 5.622 92.627 16,5 4 Telegraaf 36,8 5.247 136.321 26,0 5 NPO 35,6 5.065 101.623 20,1 6 RTL Nieuws 23,2 3.305 32.069 9,7 7 De Volkskrant 19,3 2.745 23.433 8,5 8 NRC 12,0 1.703 16.145 9,5 9 Privé 10,2 1.449 8.432 5,8 10 Het Laatste Nieuws 8.7 1.233 5.382 4,4 Source: DAM, base: 13+, average reach Q4 2016 all platforms
  111. 111. 111 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 Light seasonality patterns for newspapers. 2016 spend levels are significantly lower compared to previous years. Source: Nielsen, 2013 -2016 Q4 Gross spend for newspaper advertising only. Total spend 2016 Q4: € 227,787,469 Total spend 2015 Q4: € 321,313,752 Total spend 2014 Q4: € 342,016,805 Total spend 2013 Q4: € 316,221,912
  112. 112. 112 No. Brand Category Newspapers gross spend in Q4 2016 1 Koopjedeal.nl Retail €6,855,377 2 Kras Reizen Travel €6,173,136 3 Corendon Travel €4,409,250 4 Stip Reizen Travel €4,340,417 5 NRC* Media €4,143,779 6 Lidl Retail €3,064,933 7 Woonsquare Home and living €2,618,806 8 Molenaar Home and living €2,065,474 9 Postcodeloterij Lottery €2,042,182 10 Familieberichtenonline Media €1,993,162 Travel brands are well represented in top 10 spend for newspapers Source: Nielsen, 2016 Q4 Gross spend for newspapers only. *NRC brand consists of all media of NRC. Most ads are for their own newspapers
  113. 113. 113 Tremendous drops in gross media spend for Telegraaf, Brabant Combinatie and Metro. 0 10 20 30 40 50 60 70 80 Mediaspend(inmillions) 2015 Q4 2016 Q4 -77% +28%+66% -58% -52% Source: Nielsen, 2015 Q1 – 2016 Q4 Gross spend for newspapers only.
  114. 114. 114 The growth of the digital use of newspapers has stagnated over the last year across all devices. 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
  115. 115. 115 Family, culinary and women’s titles show 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 Raise magazines Moving year average total circulation (in ‘000s) Source: NOM, 2016 annual moving average circulation figures. Based on total magazines (all paid-for and free-of-charge circulation).
  116. 116. 116 High circulation numbers for sponsored magazines. Kampioen has by far the highest total circulation. Top 10 magazines in terms of circulation Title Magazine type Total paid circulation 2016 Total circulation 2016 1 Kampioen Family 3.419.650 3.419.650 2 Allerhande Culinary sponsored 0 2.044.895 3 Boodschappen Culinary sponsored 0 1.917.604 4 Eigen Huis magazine Home decoration, gardening & DIY 747.078 747.078 5 Vrouw Women’s 0 524.237 6 Vrij Newspaper mags 0 515.728 7 Zorgbelang Special Interest 0 496.552 8 AD Magazine Newspaper mags 0 416.780 9 Het Volkskrant Magazine Newspaper mags 0 360.216 10 Veronica Magazine TV magazine 311.028 312.184 Source: NOM, 2016 annual moving average circulation figures for magazines
  117. 117. 117Source: NOM Print & Doelgroep Monitor 2015-II 2016-I, base: total NL 13+ (N=17,151) Women’s and family titles have highest reach Top 10 magazine titles in terms of audience reach Publication type Average issue reach amongst NL 13+ (in ‘000s) Average issue reach amongst NL13+ (%) Kampioen Family 4.830 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
  118. 118. 118 0 10 20 30 40 50 60 January February March April May June July August September Oktober November December Magazines grossmediaspendinmillions 2013 2014 2015 2016 There is a clear seasonality pattern for magazines. It shows highest spend levels in spring, fall and during the holiday season(December). Source: Nielsen, 2015 Q4 – 2016 Q4 Gross spend for consumer magazines only. Total spend 2016 Q4: € 116,023,567 Total spend 2015 Q4: € 123,022,616 Total spend 2014 Q4: € 131,921,608 Total spend 2013 Q4: € 142,784,770
  119. 119. 119 No. Brand Category Gross spend in Q4 2016 1 Hollands Nieuwe Telecom €1,441,312 2 Albert Heijn Retail €1,367,457 3 Cookloveshare.nl Media €1,032,155 4 Disney Media €946,748 5 Unox FMCG €887,007 6 Andrelon FMCG €837,582 7 Elsevier Media €811,101 8 Blue Band FMCG €803,676 9 Otolift FMCG €747,727 10 Voordeeluitjes Travel €607,882 When looking at an individual brand level in magazine spend, Hollands Nieuwe and Albert Heijn come out on top. Source: Nielsen, 2016 Q4 Gross spend for consumer magazines only.
  120. 120. 120 Allerhande has, despite of decrease, the highest amount of media spend. Elsevier shows significant decrease. Women's titles such as Libelle, Margriet, Linda, Vriendin and Vogue are still going strong. 0 2 4 6 8 10 12 14 Mediaspend(inmillions) 2015 Q4 2016 Q4 +17% -31% +25% -31% -22% Source: Nielsen, 2015 Q3 – 2016 Q4 Gross spend for consumer magazines only.
  121. 121. 121 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
  122. 122. 122 Communicating
  123. 123. 123 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.
  124. 124. 124 Social media Social Media
  125. 125. 125 Trends and developments – I LinkedIn is still growing in 2016. In the third quarter the social career platform attracted worldwide more than 106 million visitors per month. The platform has currently at least 467 million members which is 18% more than the in 2015. The turnover increased to 960 million dollars. Google and Facebook will try to avoid (or delete) advertisements on websites with fake news. This is a consequence of the American elections. It appears, Facebook and Google were determining for the outcome. Source: http://www.emerce.nl/nieuws/twitter-sluit-nederlands-kantoor | http://www.emerce.nl/nieuws/branddeli-neemt-salesactiviteiten-twitter-nederland | http://www.emerce.nl/nieuws/linkedin- groeit-467-miljoen-leden | http://fonkonline.nl/artikelen/tech/amerikaanse-verkiezingen-schudden-google-en-facebook-wakker-38544.html Twitter is closing it’s Dutch and German offices. The social media platform announces that it has to fire more than 300 employees, approximately 9% of the total workforce. Twitter is busy with cost savings after unsuccessful acquisitions of Salesforce and Disney. In the Netherlands, BrandDeli will now be responsible for sales of Twitter.
  126. 126. 126 Trends and developments – II Source: https://www.emerce.nl/nieuws/nu-games-facebook-messenger | https://www.buzzfeed.com/mathonan/instagram-adds-disapearing-stories-to-encourage-more-casual | https://www.emerce.nl/nieuws/linkedin-krijgt-concurrentie-facebook Facebook is launching a new gaming platform on Facebook Messenger. This new offer makes it possible to play classic games as Pacman, Arkanoid and Space. Facebook hereby seems to follow a trend from Azia, where WeChat and Line are already offering games in their chat applications. LinkedIn will get competition from Facebook with its recruitment proposition. In the near future, owners of companies will be able to post vacancies and communicate with candidates on their Facebook pages. Since Facebook users often share information about education and work experience it will be relative easy to target relevant people. 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.
  127. 127. 127 Trends and developments – III 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Total 16-24 25-34 35-44 45-54 55-64 Using services such as AdBlock in the past month Q4- 2015 (n=752) Q1 2016 (n=801) Q2 2016 (n=755) Q3 2016 (n=754) Q4 2016 (n=754) Source: GlobalWebIndex, Q4 2015 – Q4 2016, Base Internet Users NL16+ There is a clear uplift in AdBlock use in the older age groups, while younger age groups are stagnating or showing a small decline.
  128. 128. 128Source: Newcom, Dutch National Social Media Survey 2016, TA: 15+ Facebook seems to have plateaued at a very high level of usage. YouTube is a (stable) second network. LinkedIn shows a slight increase. Social media usage
  129. 129. 129 Facebook and YouTube are most used platforms in 2016, much potential for Instagram. Main platforms: 2.6 million Dutch people use Twitter, 0.9 million use it daily 4.2 million Dutch people use LinkedIn, 0.3 million use it daily 3.6 million Dutch people use Google+, 1.2 million use it daily 7.2 million Dutch people use Youtube, 1.3 million use it daily 9.6 million Dutch people use Facebook, 6.8 million use it daily Source: Newcom, Dutch National Social Media Survey 2016, TA: 15+ 0.1 million Dutch people use WeChat, 45.0000 use it daily 2.0 million Dutch people use Pinterest, 334 use it daily 2.1 million Dutch people use Instagram, 992 use it daily 0.1 million Dutch people use Foursquar e, 55.000 use it daily 0.3 million Dutch people use Tumblr, 113.000 use it daily 1.0 million Dutch people use Snapchat, 541.000 use it daily Upcoming platforms:
  130. 130. 130 Snapchat is mainly used in age group 13-19, but older age groups seem to be following. 11% 9% 8% 16% 12% 9% 34% 26% 24% 25% 28% 27% 26% 20% 30% 30% 27% 30% 30% 28% 29% 25% 24% 22% 25% 25% 24% 21% 24% 28% 9% 17% 14% 12% 10% 9% 9% 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+, Q4 2016 (all platforms)
  131. 131. 131 Facebook account ownership is still growing. Active usage is again increasing after dip in 2014, especially among the older 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 2012 2013 2014 2015 2016 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 16+ 16-24 25-34 35-44 45-54 55-64 Active users monthly 2012 2013 2014 2015 2016 Source: GlobalWebIndex, 2012 – 2016, Base Internet Users NL16+,
  132. 132. 132 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 2012 2013 2014 2015 2016 Ownership and activity is slightly increasing for Twitter again. 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 2012 2013 2014 2015 2016 Source: GlobalWebIndex, 2012 – 2016, Base Internet Users NL16+,
  133. 133. 133 Remarkable high increase for account ownership and activity of Instagram, which is particularly high for the younger 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 2016 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 16+ 16-24 25-34 35-44 45-54 55-64 Active users monthly 2013 2014 2015 2016 *Instagram data is available from Q2 2013 Source: GlobalWebIndex, 2013 – 2016, Base Internet Users NL16+,
  134. 134. 134 Account ownership and active usage for YouTube are increasing again, with high peek in 2016. 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 2012 2013 2014 2015 2016 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 16+ 16-24 25-34 35-44 45-54 55-64 Active users monthly 2012 2013 2014 2015 2016 Source: GlobalWebIndex, 2012 – 2016, Base Internet Users NL16+,
  135. 135. 135 Social Media in The Netherlands: privacy concerns are still an issue 66% is worried about their data being sold 58% is worried about their data in general 58% doesn’t know if they can trust social media 17% has a lot of trust in social media Source: Newcom, Dutch National Social Media Survey 2016, TA: 15+
  136. 136. 136 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
  137. 137. 137 Surfing Online
  138. 138. 138 Trends and developments – I E-commerce is growing with 16.5% in 2016. The Dutch online shopper is expected to spend €811 per person, which is an increase of €26.64 compared to 2015. Facebook considers to offer advertising possibilities within WhatsApp. In-app advertising would then be possible through banners or text ads. Possibly, users of WhatsApp who accept the legal terms can give Facebook permission to use the mobile number for targeted advertisements. E-commerce Source: http://www.marketingonline.nl/nieuws/e-commerce-groeit-dit-jaar-met-165 |http://www.nu.nl/internet/4339731/cookiewet-duur-en-beschermt-onvoldoende.html | http://www.emerce.nl/achtergrond/de- opmars-van-adverteren-in-messenger-apps-de-nieuwe-goudmijn-voor-adverteerders | http://fonkonline.nl/artikelen/toeleveranciers/nieuwe-europese-telecomregels-uitgelekt-grote-impact-bedrijfsleven-38866.html Cookie law Advertising in messenger apps Telecom law According to Actal, the much debated and irritating cookie law will disappear in the future. Just like in several EU countries, people can accept certain cookie placements within their browser settings. Supposedly, the new telecom law and regulations (e-privacy) are leaked with most important news being that services like WhatsApp, Skype and Facebook will also be part of these regulations. These platforms need to guarantee the privacy of all communication.
  139. 139. 139 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 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 certain amount of money. Also, the ads itself can not be too irritating for users. 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 I http://www.emerce.nl/nieuws/adblock-plus-gaat-zelf-advertenties-verkopen
  140. 140. 140 Trends and developments – III DMA Institute is an international digital media auditing and quality assurance service empowering digital leaders and 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 | DMAI Year End 2016 Visibility Benchmarks, January 2017. *In View: impression that has been in view for longer than 1 second. ** Quality View: an impression that has been in view for longer than 5 seconds. 0% 10% 20% 30% 40% 50% 60% 70% Q1 2016 Q2 2016 Q3 2016 Q4 2016 DMA visibility benchmarks In View* Quality View* Total 2016 In View: 59% Quality View: 41%
  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 Mostly same activities across platforms, although popularity differs slightly for each platform. 43 47 47 51 51 53 58 59 64 66 Searched for a product or service you want to buy Visited a news website / app / service Used a map or directions service / app Used an internet banking service Used a chat or instant messaging service / app Uploaded / shared a photo Used a webmail service to access, read or send emails Checked the weather online Visited / used a search engine Visited / used a social network Top 10 - Mobile 51 51 55 58 58 63 64 65 69 76 Watched a video clip or visited a video-sharing site Used an online encyclopedia such as Wikipedia Visited a news website / app / service Checked the weather online Purchased a product online Used a webmail service to access, read or send emails Used an internet banking service Visited / used a social network Searched for a product or service you want to buy Visited / used a search engine Top 10 - PC / Laptop 14 15 16 17 18 21 22 23 26 32 Used a price comparison service Purchased a product online Watched a video clip or visited a video-sharing site Used an internet banking service Visited a news website / app / service Checked the weather online Used a webmail service to access, read or send emails Searched for a product or service you want to buy Visited / used a social network Visited / used a search engine Top 10 - Tablet Source: GlobalWebIndex, 2016 Q4, Base Internet Users NL16+ (N= 754), Have done in the past month
  146. 146. 146 Online population is slightly more male, but Dutch women spend more time online than in most other countries. Internet penetration amongst 65+ and lower educated is steadily rising. Internet penetration NL 2014 2015 2016 Index Male 93.1% 93.4% 94.9% 100 Female 88.3% 90.7% 91.5% 103 13+ 90.7% 92.1% 93.2% 102 13 – 19 years old 99.1% 99.4% 99.4% 100 20 – 34 years old 99.2% 98.8% 99.2% 100 35 – 49 years old 97.6% 97.7% 99.2% 100 50 – 64 years old 91.8% 94.5% 96.6% 103 65+ 66.4% 71.0% 72.5% 107 High educated 98.2% 98.0% 98.3% 100 Middle educated 93.9% 95.0% 96.4% 101 Low educated 70.5% 74.4% 76.3% 106 Source: Media Standard Survey 2016 (N= 6,000)
  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. 2016 showed a 25% increase compared to 2015. 8.200 9.000 9.800 10.600 13.730 16.090 20.060 6 7 8 9 10 11 12 0 5.000 10.000 15.000 20.000 25.000 €billions Online home shopping spend People buying online +10% +9% +8% +30% +17% Top 5 branches with highest increase in online spend in Q4 2016 50% 48% 37% 36% 29% Flights & Accomodations Shoes & Personal Lifestyle Clothing Insurances Home & Garden Online Source: Thuiswinkel Marktmonitor 2010 - Q4 2016 Online spends Q4 2016: 6.15 billion +25% millions
  149. 149. 149 On the go
  150. 150. 150 MCP: On the Go On average people spend one hour per day On the Go. 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.
  151. 151. 151 Trends and developments I RET (Public Transport Rottterdam) is judged for the negotiations and the grant of all exploitations of outdoor media to Exterion Media. Exterion needs to cancel every form of outdoor advertising in and around the Rotterdam public transport. This means that other parties have a fair change of winning advertising space around the RET busses, trams and tubes. Source: http://fonkonline.nl/artikelen/media/rechter-pakt-exterion-hard-aan-38340.html | http://www.jcdecaux.nl/nieuwsberichten/jcdecaux-breidt-netwerk-metropole-uit-met-25-dubbelzijdige- digitale-mupis | http://clearchannel.nl/nl/Nieuws/Archief-2016/Clear-Channel-vergroot-digitale-portfolio-met-The-Diamond | http://www.ngagemedia.nl/#!/nieuws/ngage-media-breidt-digitaal- netwerk-uit-in-amsterdam/ JCDecaux extends its network ‘Metropole’ with 25 double-sided digital Mupi’s. JCDecaux is the first to introduce digital Mupi’s positioned in the centre of the main Dutch cities. Now, JCDecaux has more than 70 digital Mupi sides in Amsterdam, Rotterdam and Utrecht. Outdoor publisher Clear Channel extends its portfolio offer with digital mast ‘The Diamond’ in Waddinxveen. The Diamond has two LED-screens of 91m2 and is positioned between The Hague and Utrecht next to the A12 highway. Besides digital screens at the Arena Boulevard, Ngage Media has a new digital screen of 15m2 in the Kalverpassage, which is a large shopping centre at the Kalverstraat in Amsterdam
  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 activity On the Go with a similar level of 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 2016 Others Outdoor market in spend dominated by 4 main players. Minimum differences compared to 2015. Source: Nielsen, 2013 – 2016 Gross spend for out of home only.
  155. 155. 155 Total reach per vendor (based on all sides) is the highest for age group 20-34. For billboards, JCDecaux has the highest reach. Source: BRO, Dec 2016, database version CAFAS 21.1 | Reach is based on total sights per vendor available in CAFAS. 69% 78% 79% 68% 68% 60% 67% 74% 76% 69% 64% 58% 74% 81% 82% 75% 70% 64% 25% 25% 26% 25% 24% 22% 0% 20% 40% 60% 80% 100% 13-75 13-29 20-34 35-49 50-64 65-75 Shelters Exterion (5,750 sides) JCDecaux (9,232 sides) Clear Channel (8.180 sides) MMD (575 sides) 31% 32% 33% 32% 29% 27% 64% 66% 68% 66% 61% 56% 42% 46% 49% 43% 40% 36% 11% 12% 13% 11% 10% 9% 0% 20% 40% 60% 80% 100% 13-75 13-29 20-34 35-49 50-64 65-75 Billboards Exterion (190 sides) JCDecaux (866 sides) Clear Channel (392 sides) MMD (131 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 during the year, there is not a strong seasonality pattern. Source: Nielsen, 2013 – 2016 Q4 Gross spend for out of home only. Total spend 2016 Q4: € 134,401,176 Total spend 2015 Q4: € 130,640,323 Total spend 2014 Q4: € 130,680,234 Total spend 2013 Q4: € 130,726,780
  157. 157. 157 As brand, T-Mobile dominates the market of OOH spend. Moreover, telecom in general is best represented as category. Brand Category Gross spend Q4 2016 1 T-Mobile Telecom € 4.795.482 2 McDonalds Fast food restaurant € 3.430.652 3 Kruidvat Retail € 2.932.534 4 Tele2 Telecom € 2.784.847 5 Coca Cola FMCG € 2.179.657 6 Qmusic Media € 2.166.358 7 Bovag Automotive € 1.844.244 8 Aldi Retail € 1.584.053 9 KPN Telecom € 1.526.462 10 Mercedes Benz Automotive € 1.463.206 Source: Nielsen, 2016 Q4 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 | Vivaki Digitale Out of Home Update, March 2017 With 12% of the total OOH market and 8.000 screens on 5.000 locations, Digital Out of Home still has a low share in The Netherlands. Nevertheless, the Dutch market is experiencing significant growth. It is expected that the increase in gross spends (+ 340% in 2016 relative to 2015) will continue in 2017. PwC Outlook predicts that in 2019 the share of spends of DOOH will increase to 40% of the total OOH market.
  162. 162. 162 New opportunities for communication with Digital Out of Home In the near future, programmatic buying for DOOH inventory will become bigger. The only company that currently offers programmatic buying is ‘MyAdbookers’. The possibilities are limited because the main players do not offer this. DOOH campaigns, in particular the creative materials, can be targeted at specific target groups by the use of Detection Software. This software is able to anticipate on variables like age, gender, total passengers, mood. Also, by mapping- tools with GEO data the right target audience can be reached. The opportunity of DOOH for real time communication are embraced by brands like Transavia, NS and the ‘Nierstichting’. Here, DOOH was used to offer real time travel places or to communicate directly with patients with a chronic kidney disease. Programmatic buying Specific Targeting Real time communication Source: Vivaki Digitale Out of Home Update, March 2017| http://www.adformatie.nl/nieuws/transavia-adverteert-realtime-stoelenaanbod-outdoor-campagne | http://www.adformatie.nl/nieuws/programmatic-ooh-campagne-ns-op-basis-van-real-time-vluchtgegevens | https://www.nierstichting.nl/pers/2016/09/live-stream-op-stationsplein-rotterdam- maakt-wereld-nierpatient-weer-groot/
  163. 163. 163 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/
  164. 164. 164 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
  165. 165. 165 Appendix
  166. 166. 166 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). The Media Standard Survey is used for weighting. The television audience measurement provides information on how many people watched a program, when they watch tv 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. Ratings are reported minute-by-minute for channels received in the Netherlands independent of the way their signal is distributed. Source: www.kijkonderzoek.nl
  167. 167. 167 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 PANEL 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 (April 2017) 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. This is launched in April 2017. 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 TV audience measurement II
  168. 168. 168 Digital audience measurement In 2015, de Verenigde Internet Exploitanten (VINEX) and Stichting KijkOnderzoek (SKO) have started het Nederlands Online Bereik Onderzoek (NOBO). NOBO, run by Kantar TNS, is the new currency for digital reach in 2016. NOBO is a collaboration involving more than twenty major media companies. Participating online media are provided with a tag to. To also include global players like Facebook, NOBO has built-in an additional module that can report non-tagged sites. NOBO is linked to SKO for online video. Also NOM is involved for digital reach of magazines and newspapers.. DAM Source: GfK April 2017 | http://www.adformatie.nl/nieuws/nederlands-bereiksonderzoek-nobo-officieel-van-start There are two providers of digital audience ratings in the Netherlands: DAM and NOBO.
  169. 169. 169 Radio audience measurement NLO is a non-profit organization, organized as a Joint Industry Committee (JIC). The radio audience ratings are based on a log of a panel of 7,500 respondents. The Media Standard Survey is used for weighting. NLO has developed a new technique for measuring listening behavior. The portable electronic device with audio-matching technique will eventually replace the Radiolog. This new technique calculates radio reach per minute instead of per 15-minute interval. The release date is not announced yet. Source: NLO press release | 3 April 2017 ‘Nationaal Luister Onderzoek’ (National Listening Research) is the primary provider of the official radio audience ratings in the Netherlands.
  170. 170. 170 Print audience measurement NOM (Nationaal Onderzoek Multimedia) is responsible for carrying out and reporting the national readership figures for daily newspapers and magazines. It reports average issue readership (AIR), which is a currency for newspapers and magazines in The Netherlands and the average circulation figures and digital census data of newspapers, magazines and business magazines. Source: http://www.nommedia.nl | 21st April 2017 NOM is organized as a Joint Industry Committee (JIC), and was founded in 2001. In addition to the print currency, NOM also conducts a follow-up survey, asking about brand & product usage as well as a host of lifestyle questions and various areas of interests and hobbies. The combined survey, called NPDM, includes the print data as well as the other lifestyle data. The data is based on 19,000 respondents (NL 13+) and weighted to be nationally representative. It is published ones a year via a special software package.
  171. 171. 171 Out of home audience measurement I ‘Het Buitenreclame Onderzoek’ (BRO) is the primary provider of the official OOH audience ratings in the Netherlands. With the launch of BRO in 2011, the new currency for audience measurement was avaliable for OOH: VAC, the visibility adjusted contact. Source: Het Buitenreclame Onderzoek, 21st April ‘17 VAC is based on multiple data sets regarding people, movement and object classification: Measuring of all traffic (Mobiliteitsonderzoek Nederland; Field research to travel behaviour (TNS); Inventory and classification of street objects; Differentiates visibility between location of objects (near pathway, railway stations, shopping centres, supermarkets, parking garages, petrol stations and traffic advertisement).
  172. 172. 172 Out of home audience measurement II For measuring of all traffic TNS has carried out a travel survey over a period of nine months (N=10.637). The ‘Gouden Standaard 2010’ is used for weighting. For this study the Netherlands has been divided into 30 regions, each one around a city with at least 75,000 inhabitants. Each of the individual regions/media owner packages can be analysed via specialist software developed by BRO: Cafas. Pre-defined male/female target audiences (13-75 years old) can be used. Due to conflicting interests, Interbest stopped participating in BRO as of 1st March 2013. However, the other exploiters pay Interbest’s fee and therefore Interbest’s campaign reach can still be measured within Cafas. Source: Het Buitenreclame Onderzoek, 2nd september ‘15

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