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Dutch media landscape 2017 Q3 update by Starcom

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

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Dutch media landscape 2017 Q3 update by Starcom

  1. 1. WHAT’S NEW Q3 2017 With John de Mol buying SBS from Sanoma Talpa now owns all SBS channels. Market share BrandDeli on the rise; special interest channels seem to gain popularity. New competition for Netflix? Streaming services such as Facebook Watch and Disney pop-up in the US. Cinemas are experimenting with alternative content such as live boxing events and the Game of Thrones final. After more than 20 years at 3FM, radio DJ Giel Beelen moves to Radio Veronica. NOS.nl becomes main Dutch online news title by surpassing Nu.nl in reach and # of visitors. Facebook launches ‘Facebook Marketplace’; a buy and sell platform within the social network. Exterion Media using camera’s in billboards on train stations stimulated discussion on privacy.
  2. 2. Starcom is 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 will enjoy it. MEDIA PHILOSOPHY
  3. 3. In The Netherlands Starcom is part of Publicis One. Publicis One is a house of brands consisting of twelve labels in media, creative, technology, data & production. We work together in multidisciplinary teams and from one P & L. Customers have access to all our specialized labels, expertise and tools, and we provide them with the best integrated brand, media and (digital) communications solutions at local and international level. This will result in higher quality, speed and costs for our customers.
  4. 4. Watching Listening Reading Communicating, Social Media, Surfing online Overall media and consumer stats & figures On the go Appendix The Netherlands: general stats & figures CONTENT
  5. 5. THE NETHERLANDS general stats & figures
  6. 6. Dutch population is still growing and getting older. Since 2014, the number of people with growing purchase power has increased. 2,961 4,833 2.16 1.0 1.3 1.6 1.9 2.2 2.5 0 2,000 4,000 6,000 8,000 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Averageno.peopleinHH #HH(in‘000s) Household (HH) size Single person household Multiple person household Average no. of people in HH 16.358 15,600 16,000 16,400 16,800 17,200 Thousands Population (in ‘000) 39.5 41.6 35 37 39 41 43 45 Average age Source: CBS, Statline, November 2017 17.082 0% 10% 20% 30% 40% 50% 60% 70% 80% Purchase power Number of people with growing purchase power 42% 67%
  7. 7. Over the last ten years the Dutch consumer confidence has climbed up until a peak in Q2 2017, but seems to stabilize in Q3 2017. Source: CBS, Statline, 2017 -50 -40 -30 -20 -10 0 10 20 30 Difference%positivevsnegativeanswers Dutch consumer confidence
  8. 8. Dutch consumer confidence of 102 is just below global average, but shows increase compared to Q4 2016. Source: Nielsen Consumer Confidence, Q2 2017
  9. 9. In 2017, economic growth reached the highest level in years. However, rising inflation seems to damp individual purchasing power. Key Economic Indicators Netherlands 2011 2012 2013 2014 2015 2016 2017 2018** 2019** 2020** 2021** Inflation 2.3% 2.5% 2.6% 0.3% 0.2% 0.1% 1.3% 1.3%** 1.5** 1.6** 1.7** Economic growth 1.2% -1.7% -0.2% 1.4% 2.3% 2.2% 3.3% 2.5%** 1.6** 1.6** 1.6** Purchasing power* -1.0% -1.9% -1.4% 1.2% 1.0% 2.7% 0.3% 0.5%** 0.4%** 0.4%** 0.3%** Unemployed (in ‘000s) 389 469 647 660 614 538 440 395** 410** 415** 425** Unemployment % 5.4% 5.3% 7.3% 7.4% 6.9% 6.0% 4.9% 4.3%** 4.4%** 4.5%** 4.6%** Source: CPB, Kerngegevenstabel 2011- 2015 and 2015 -2021, August 2017 (** estimated figures)
  10. 10. OVERALL media and consumer stats & figures
  11. 11. TRENDS
  12. 12. 10 global 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.
  13. 13. 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 are upcoming but will not yet become the reality 2017 will be the year of authetically mobile experiences Artificial Intelligence Privacy Live video Chatbot Mobile Source: eMarketer Key Digital Trends for 2017, Dec 2016
  14. 14. 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
  15. 15. 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 With the use 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
  16. 16. Entertainment and Media Outlook 2017-2021 New technologies like Artificial Intelligence and Block chain can be used to improve the user experience, something that will become increasingly important. Digital advertising keeps winning ground. Other media types can and will coexist, but they need to keep improving their added value. New privacy laws like ‘EU GDPR’ oppose the ability to use consumer specific data, which will limit the possibilities for (digital) marketers. User experience Multimedia advertisingEuropean privacy law With the growing need for specific targeting, programmatic TV buying will be the ultimate solution in order to reach specific audiences. TV targeting Source: PWC Entertainment & Media Outlook forecast for The Netherlands 2017-2021 The way in which people consume video content will shift more to on-demand viewing, from a mobile device. Video consumption Network capacity The demand for network capacity is increasing and requires significant investments from operators, but competition is putting pressure on pricing.
  17. 17. Media spend MEDIA SPEND
  18. 18. Competitive reporting in the Netherlands 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 actual 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. Source: Gross spend: Nielsen, 2017 HY1 | Net spend: Nielsen halfjaarrapport Netto Media Bestedingen 2017 | Note: For digital only net spend is available. 0 1,000 2,000 Cinema Newspapers Online* Out Of Home Magazines Radio TV €millions Media spend 2017 HY1 Gross Net
  19. 19. Compared to 2016 Q3, gross media spend has increased in 2017 Q3 after a decrease in spend in 2016 compared to previous years. 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 €millions Gross media spends* Source: Nielsen, 2012 – 2017 Q2. * Note: For fair comparison, digital spend has not been included. +3.1 % YoY +4.9% YoY -1.1% YoY -5.3% YoY +7,44% YoY
  20. 20. After strong decrease for newspapers in 2016, media spend slightly recovers in Q3 2017. 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 2013 2014 2015 2016 2016 Q3 2017 Q3 Source: Nielsen, 2012 – 2017 Q3 | Note: digital spend not included.
  21. 21. In 2017 Q3, share of spend of Direct Mail has increased at the expense of TV. Source: Nielsen, 2012 - 2017 Q3 | Note: digital spend is not included. 18% 17% 16% 16% 11% 13% 13% 7% 7% 6% 4% 3% 4% 7% 2% 2% 2% 2% 2% 2% 2% 7% 7% 7% 7% 7% 8% 8% 7% 7% 6% 6% 6% 5% 5% 9% 10% 10% 11% 12% 12% 12% 48% 48% 52% 53% 57% 55% 53% 1% 1% 1% 1% 1% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2012 2013 2014 2015 2016 2016 Q3 2017 Q3 Media mix Trade Press TV Radio Consumer Magazines Out Of Home Door Drops Direct Mail Newspapers Cinema
  22. 22. In 2017 HY1, online ad spend strongly increased in revenue Total online ad spend (net) Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands H1 2017, October 2017 260 284 294 315 323 349 373 382 438 104 87 113 93 122 103 136 108 144253 267 291 291 301 313 334 349 372 0 200 400 600 800 1000 1200 2013 HY1 2013 HY2 2014 HY1 2014 HY2 2015 HY1 2015 HY2 2016 HY1 2016 HY2 2017 HY1 Search Classified Display 698 m€ 699 m€ 747 m€ 617 m€ 638 m€ 766 m€ 843 m€ 839 m€ 954 m€ +13% YoY
  23. 23. 23 34 32 43 42 54 51 69 73 17 22 23 29 27 39 47 42 47 37 45 46 50 47 145 138 169 152 177 161 186 172 199 46 47 48 49 28 31 27 30 27 2013 H1 2013 H2 2014 H1 2014 H2 2015 H1 2015 H2 2016 H1 2016 H2 2017 H1 Allocation of display revenue per format (m€) Video Native Interruptive Banners Other Within display formats, online video and banners show the strongest growth in revenue. Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2016, April 2017 * Native content was consolidated into the other category before 2015
  24. 24. 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 2017-HY1 Y/YRevenuegrowth(%) Displayadvertisingthroughprogrammatic channels(m€) Trends of programmatic spend Display advertising through programmatic channels (m€) Y/Y revenue growth (%) Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands H1 2017, October 2017 Display advertising through programmatic channels increased by 22% YoY in 2017 HY1, totalling 121 m€ in revenue.
  25. 25. Growth in total net media spend will mainly be a result of increase of digital media spend. Print spend is expected to further decline, while TV is expected to show an uplift. 3.968 3.781 3.654 3.730 3.755 3.850 4.000 4.256 4.479 - 1.000 2.000 3.000 4.000 5.000 2011 2012 2013 2014 2015 2016 2017 2018 2019 €millions Forecast net spend -4.7% -3.4% 2.1% 0.7% 2.5% 3.9% 6.4% 5.2% -10% -5% 0% 5% 10% 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 2012 2013 2014 2015 2016 2017 2018 2019 Source: ZOG Adspend Forecast Netherlands – September 2017 (1987-2019)
  26. 26. In Q3 2017, top 10 brands is dominated by retail and telecom Source: Nielsen, Q3 2017 No. Brand Category Gross spend Q3 2017 1 Kruidvat Retail €19,073,149 2 Lidl Retail €17,435,390 3 Ziggo Telecom €16,003,036 4 Renault Automotive €14,186,198 5 Vriendenloterij Lottery €14,186,198 6 Jumbo Retail €13,096,246 7 Tele2 Telecom €12,364,054 8 Corendon Travel €12,259,173 9 KPN Telecom €11,954,104 10 McDonalds Food €11,679,996
  27. 27. Total sponsor spend and average sponsor spend slightly decreased. Mainly sports seems to lose budget year on year. 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 (Estimated spend based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded.)
  28. 28. 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 increased substantially compared to 2015 (total: €154,000,000; average: €474,000 ). Reasons for this increase are big sponsor contracts of Energiedirect with football club PSV and the ING Sponsorship with the Royal Dutch Football Association. Source: SponsorMonitor 2016, 2017 (Estimated spend based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded). | Note: The value of contracts differs from the annual sponsorship spend shown on other slides. This can be explained by contracts covering longer periods than just one calendar year.
  29. 29. Rabobank remains the biggest sponsor by far. ING, Adidas and Ziggo have slightly increased their sponsor budget. No. Brand Gross spend 2015 Gross 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 (Estimated spend based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded)
  30. 30. Time spend TIME SPENT
  31. 31. Daily time spent on media is highest for desktop, linear TV, mobile, radio and social 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Mobile Desktop, laptop, tablet linear TV Online TV Broadcast Radio Music Streaming Services Print Press Online Press Games Social Networks Time spent per day Do not use Less than 30 minutes 30 minutes to 1 hour 1 to 2 hours 2 to 3 hours 3 to 4 hours 4 to 6 hours 6 to 10 hours More than 10 hours Source: Global Web Index: 2017 Q3, base: All adults 16+ (N= 1300)
  32. 32. 0% 25% 50% 75% 100% 2010 2011 2012 2013 2014 2015 2015-II2016-I 2017 Hundreds TV No answer TV heavy (24+ hours per week) TV mid (14-24 hours per week) TV light (0-14 hours per week) No TV 0% 25% 50% 75% 100% 2010 2011 2012 2013 2014 2015 2015-II2016-I 2017 Hundreds Radio 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 shows a strong increase. Time spent watching TV seems to get slightly more divided into light and heavy usage. 0% 25% 50% 75% 100% 2010 2011 2012 2013 2014 2015 2015-II2016-I 2017 Hundreds Online No answer Internet heavy (13+ hours per week) Internet mid (5-13 hours per week) Internet light (0-4 hours per week) No Internet connection Source: NPDM releases: 2010 I – 2010 II to 2017, base: All adults 13+ (N= 17.081)
  33. 33. DEVICE OWNERSHIP AND USAGE
  34. 34. Smartphone penetration seems to stabilize at high level, whereas use of Internet on smartphone continuously increases. 39% 45% 48% 58% 65% 67% 70% 76% 80% 80% 83% 0% 20% 40% 60% 80% 100% smartphone penetration Source: “Trends in Digital Media”, GfK Intomart, Dec 2016, base: online population 13+ (N=1,251); Ruigrok NetPanel, What’s happening online? 2017, NL 18+ n=1.050 44% 50% 59% 65% 72% 76% 0% 20% 40% 60% 80% 100% 2012 2013 2014 2015 2016 2017 Use of Internet on smartphone
  35. 35. All age groups are becoming more mobile over the years. Significant increase of tablet usage among age group 13-17. 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)
  36. 36. Watching TV still most popular via traditional TV set despite growing popularity of other devices. Smartphone beats laptop for Internet usage.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)
  37. 37. Digital stats DIGITAL STATS
  38. 38. # of Dutch owning a smartphone keeps growing, whereas tablet ownership and social media users are stagnating. The number of newspaper readers further decreases. 0% 20% 40% 60% 80% 100% Broadcast TV viewers Mobile phone owners Internet users Radio listeners Magazine readers Smartphone owners Social network users Tablet owners Newspaper readers Digital video viewers Cable TV viewers Media penetration in the Netherlands, 2011 - 2016 2011 2012 2013 2014 2015 2016 Source: The global media intelligence report (November 2017) – eMarketer & SMG
  39. 39. The Netherlands has the 9th highest internet penetration worldwide. Mainly wealthy and/or relatively small countries in top 20. 94% 80% 90% 100% Internet access by country (top 20) in 2016 Source: http://www.internetlivestats.com/internet-users-by-country , penetration based on total population
  40. 40. 90% 44% 25% 92% 45% 32% 93% 45% 40% 94% 46% 49% 95% 48% 55% 95% 51% 60% At home At work Elsewhere Internet access by location 2011 2012 2013 2014 2015 2016 Internet access ‘elsewhere’ (on the go) has increased substantially Source: Media Standard Survey 2011-2016 (N= 5,100), base: All adults 13+.
  41. 41. Online population is slightly more male, but difference becomes smaller. 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)
  42. 42. Most people (79%) have online access at home on a daily basis. Access on phone is increasing making it the number one device for Internet access. 0% 25% 50% 75% 100% Online access in % 2013 2014 2015 2015 II - 2016 I 2017 79% 8% 4% 1% 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 11% 21% 11% 4% 1% 1% 1% 2% 2% 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: NPDM 2017, base: total NL 13+Source: NPDM 2013 I - II to NPDM 2017, NL 13+
  43. 43. WATCHING
  44. 44. 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 at every moment. As a result, the way consumers experience video content is changing as well.
  45. 45. 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 & developments – I
  46. 46. Source: SKO 2012 – 2017 Q3, TA: 6+, Linear TV is all the direct watching (exclusive recorded TV programs that are watched on the same day) There is a drop (8% YoY) in linear TV consumption. Average linear viewing time per day in 2017 Q3 is 135 minutes (vs. 146 minutes in 2016 Q3). Watching linear TV is still the norm, but non-linear TV is slowly gaining ground with an average viewing time of 14 minutes per day in 2017 Q3, which is equivalent to more than 9% of total viewing time. The other 13 minutes per day are spend on other then regular TV content. 178 175 178 168 160 146 135 11 11 11 11 10 9 13 3 4 5 6 7 5 7 4 5 5 6 6 5 6 0 1 1 1 1 0 20 40 60 80 100 120 140 160 180 200 220 2012 2013 2014 2015 2016 2016 Q3 2017 Q3 Dutchviewingtime(perday) Linear TV Video, DVD & HDR Non-linear viewing (same day) Non-linear viewing (one week) Non-linear viewing (28 days) 162 196 Trends & developments – II 195 199 192 184 166 Target Audience: 6+
  47. 47. Trends & developments – III Talpa is the new owner of SBS. John de Mol, owner of Talpa buys SBS for € 237 MIO from Sanoma, which gives Talpa the full ownership of the channel package of SBS. With this deal Talpa now owns SBS6, Veronica, Net5 and SBS9. Source: https://nederlandsmedianieuws.nl/media-nieuws/Kijkcijfers-NPO-RTL-en-SBS-scoren-laagste-gezamenlijk-marktaandeel-van-dit-decennium-opkomst-niche-televsie/ | http://www.mediacourant.nl/2017/04/sanoma-verkoopt-sbs-voor-237-miljoen-euro-aan-talpa/ | https://www.nu.nl/economie/4848789/overname-sbs-talpa-volledig-afgerond.html| http://www.adformatie.nl/nieuws/xite- begint-met-online-inkopen-van-lineaire-tv-reclame In HY1, NPO, RTL and SBS reached the lowest cumulative market share (76,4%) of this decade. This implies higher market share for niche channels, mostly represented by BrandDeli. The sales house reached a record of almost 20% market share. Music channel XITE starts with online buying of ‘linear TV’ commercials. In the near future, XITE and RTL will offer the possibility to buy cross media campaigns and to target on gender, age, geography and music preference.
  48. 48. Trends & developments – IV : Smart TV Consumers will most likely be exposed to more advertising on smart TV’s soon. TP Vision, the manufacturer of Philips TV’s, already has a lot of information about viewing behavior. Therefore, it is expected that in the near future Philips will be capable of addressable TV. Since watching linear TV is decreasing, more brands (such as Samsung) are currently working on this development. However, this seems to go along with growing resistance against the sharing of privacy sensitive data. The number of house holds with smart TV’s is still increasing but the growth seems to flatten out. With smart TV’s, people are able to connect to Internet and make use of services like Netflix, YouTube and Amazon Prime. Not every smart-TV is connected to Internet, but at this moment more than 50% of all house holds have at least one ‘connected’ television. https://www.emerce.nl/nieuws/aantal-huishoudens-smart-tv-stijgt-groei-neemt-af | http://nos.nl/artikel/2154753-meer-reclame-op-smart-tv-s-van-philips.html | http://www.uva.nl/content/nieuws/persberichten/2017/03/privacy-smart-tv-kijkers-onvoldoende-beschermd.html
  49. 49. Dutch TV channels, with advertising possibilities (I/II) STER RTL RTL (Triade) Talpa TV Source: retriever.nl, Q3 2017 Note: RTL Lounge, RTL Crime, Boomerang, Telekids and Crime + Investigation are paid (digital) channels Note: mostly paid (digital) channels
  50. 50. Dutch TV channels, with advertising possibilities (II/II) The Walt Disney Company 57 regional channels Note: Disney XD shares a channel with Veronica Source: retriever.nl, Q3 2017
  51. 51. In 2017 Q3, BrandDeli shows a strong increase in market share. In spite of high view rates for the EURO women championship, NPO market share is lower than 2016 in which the Summer Olympics gained a lot of attention. 0% 10% 20% 30% 40% NPO RTL/Triade SBS BrandDeli TV market share 2015 2016 2016 Q2 2017 Q3 Source: SKO 2015 – 2017 Q3, 02.00-26.00, base: all adults 13+| Note: Full audit channels only.
  52. 52. Ziggo Sport is gaining ground. The market share of main RTL channels declines. NPO1 remains dominant and stable. Source: SKO 2014 – 2017 Q3, 02.00-26.00 base: all adults 13+ | Note: Full audit channels only. STER RTL/Triade SBS BrandDeli Disney Other 0 5 10 15 20 25 % Market share 2014 2015 2016 2017 Q3
  53. 53. Growth in gross media spend for all SBS channels (especially Net5), significant decline for RTL 5 and RTL 7. Source: Nielsen, 2016 Q3 and 2017 Q3. | Note: Only gross spend for TV SBSRTLSTER BrandDeli RTL/Triade Disney 0 50 100 150 200 250 €millions Gross media spend per channel Q3 2016 Q3 2017 +35% +28% -17% -17% -21%
  54. 54. TV spend shows a clear seasonality pattern with highest spend levels in Spring and Fall and relatively low spend during Summer. Monthly indices are used to reflect the seasonality in rate cards. Source: Nielsen, 2013 – 2017 Q3 | Note: Only gross spend for TV. 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 2017 Total spend 2017 Q3: € 867,895,560 Total spend 2016 Q3: € 858,060,254 Total spend 2015 Q3: € 841,468,913 Total spend 2014 Q3: € 758,166,201
  55. 55. Retail brands (supermarkets in particular) are main TV advertisers No. Brand Category TV gross spend Q3 2017 1 Albert Heijn Retail €14,830,832 2 Kruidvat Retail €12,684,046 3 Jumbo Retail €11,592,951 4 Plus Retail €9,559,862 5 Coop Retail €9,559,862 6 Renault Automotive €8,718,941 7 Nivea Retail €8,653,389 8 Trivago Travel €8,375,649 9 KPN Telecom €8,079,100 10 Lidl Retail €7,310,119 Source: Nielsen, 2017 Q3 | Note: Only gross spend for TV.
  56. 56. While watching TV, a phone is most popular device to use and consists of activities like social media, chatting, email and games. 0% 10% 20% 30% 40% 50% 60% Desktop PC e-Reader Laptop PC Mobile phone Tablet device None of the above Multi tasking while watching TV Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 0% 10% 20% 30% 40% 50% Multi tasking activities Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Source: GlobalWebIndex, 2016-2017 Q3, Base: Internet users NL16+
  57. 57. Multitasker is mostly 16-44 years old and rather interested in gaming, fashion, sports, food, music and TV 51% 49% 21% 22% 21% 22% 13% 0 50 100 150 0% 25% 50% % Index Source: GlobalWebIndex, 2017 Q3, Base: Internet Users NL16+ (N= 1300), TA: MultiTasker while watching TV (N=795) 21% 39% 19% Low (Bottom 25% income) (index 103) Mid (Mid 50% income) (index 100) High (Top 25% income) (index 106) Interests 0 50 100 150 0% 20% 40% 60% 80% 100% % Agree Index Age groups Interests Income
  58. 58. VIDEO ON DEMAND
  59. 59. Two options for non-linear TV viewing: On TV screen (smart TV, settopbox, 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) VIDEO ON DEMAND Non-linear TV-viewing (broadcast by traditional broadcasters, i.e. RTL, SBS and STER) Paid professional content via non-traditional broadcasters (i.e. Netflix, Videoland) ‘Video on demand’ definition clarified Non-paid (user-generated/professional/branded) content (i.e. YouTube, Dumpert, LINDA.tv)
  60. 60. Trends & developments – I 49% of all Dutch consumers watch paid online video content 69% of all consumers have a payed VoD subscription 14% have two subscriptions 17% have two or more 39% of all VoD subscribers have downgraded their linear TV subscription For consumers without a VoD subscription this is 15% Source: GfK Viewscape 2017, base: NL18+
  61. 61. Trends & developments – II Netflix reaches a total of 4 million Dutch smartphone users of which almost 3 million people use the app daily. This implies a penetration of 32% of all Dutch households. Source: https://www.emerce.nl/nieuws/npo-vernieuwt-vdo-platform | https://www.adformatie.nl/nieuws/ster-en-spotx-zetten-volgende-stap-programmatic-tv-met-realtime-reclame-op-npo-start | http://nederland.broadbandtvnews.com/2017/12/04/vier-miljoen-nederlanders-hebben-netflix-app-op-mobieltje/| https://www.emerce.nl/nieuws/sbs-nunl-verlengen-samenwerking-rond-voetbalbeelden Ster and SpotX take a new step in programmatic TV by the offer of real-time pre-roll commercials on NPO start on connected TVs. Ster anticipates on the growing need to target consumers with relevant commercials. NPO starts with a new live and on-demand video service with three subscriptions: free anonymous, free registered (NPO start) and a paid version for €2,95 p/month. SBS and NU.nl extend their partnership around the online rights of the Champions League for next season. The highlights of all CL-matches will be available on NU.nl and in the NuSport app.
  62. 62. Trends & Developments – III : new streaming services Source: https://www.emerce.nl/nieuws/facebook-start-eigen-videodienst-watch | https://www.theverge.com/2017/8/8/16115254/disney-launching-streaming-service-ending-netflix-deal / https://nos.nl/artikel/2187164-disney-gaat-geen-nieuwe-films-meer-op-netflix-zetten.html Facebook launches video platform ‘Watch’ in the US Facebook has officially started a new video platform, which needs to become a big competitor for YouTube and Netflix. Facebook Watch was launched in August and now includes live baseball matches and several TV shows. Facebook announced that there are plans to roll out the concept to other countries in the near future. Disney ends Netflix cooperation and will launch own streaming service Disney ends its distribution deal with Netflix in the US and will launch a individual streaming service. It intends to launch the service in 2019. It seems a natural step for Disney, which has a huge library of valuable movies and shows to offer. This means however that Netflix can not build its inventory with new Disney productions.
  63. 63. Main players VoD – non-linear TV 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 offers content on subscription base; ‘RTL XL Premium’ (€4.- per month). 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.
  64. 64. Main players VoD – non-traditional 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. Ziggo introduced the Movies & Series XL service in 2017. Combined with a TV subscription (including 55 TV channels) it is possible to watch all HBO produced content from the last years on demand. Ziggo subscribers can choose, depending on their subscription, for three different On-Demand subscriptions. Cinema media owner Pathé developed a platform to watch movies at home (pay-per-movie). 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. OTHER
  65. 65. YouTube is dominant VoD channel followed by Netflix. After a few successful months, Ziggo GO shows slight decline in September. Source: GfK DAM, base: 13+, average monthly reach 2016 – 2017 Q3 | Ziggo GO includes Ziggo GO App & Ziggogo.tv 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Jan '16 Feb '16Mar '16 Apr '16 Mei '16 Jun '16 Jul '16 Aug '16Sep '16 Oct '16 Nov '16Dec '16 Jan '17 Feb '17Mar '17 Apr '17 Mei '17 Jun '17 Jul '17 Aug '17Sep '17 Video on Demand – average monthly reach YouTube Netflix Ziggo GO RTL XL NPO gemist KIJK.nl Pathe
  66. 66. Netflix is especially popular among younger age groups 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 + Monthly reach Netflix Ziggo GO RTL XL NPO gemist KIJK.nl Source: DAM 13+, 2017 Q3 (average monthly reach) | SKO 13+, 2017 Q3, all day, average monthly reach within period |Ziggo GO includes Ziggo GO App & Ziggogo.tv STER: 96% RTL: 96% SBS: 94% STER: 92% RTL: 92% SBS: 91% STER: 99% RTL: 98% SBS: 97% STER: 99% RTL: 98% SBS: 97% STER: 96% RTL: 95% SBS: 94% STER: 92% RTL: 92% SBS: 89%
  67. 67. Watching TV on smartphone is gaining popularity Source: “Trends in Digital Media”, GfK Intomart, Dec 2016, base: online population 13+ (N=1,065) | Source: GWI on-demand media service Q4 2015 – Q2 2017, base: NL 16+ 21% 28% 17% 25% 0% 5% 10% 15% 20% 25% 30% 35% Desktop (PC) Laptop/Netbook Smartphone Tablet Devices used by people to watch television Dec 13 Jun 14 Dec 14 Jun 15 Dec 15 Dec 16 42% 17% 8% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Netflix RTL XL Videoland Which of the following content services have you used in the last month? 2016 Q3 2016 Q4 2017 Q1 2017 Q2 2017 Q3
  68. 68. 0 50 100 150 200 250 18-34 year 35-54 year 55+ year Minutesperday Online video consumption 3.40 hours 1.30 hours 0.40 hours Big gap in time spend watching online video between age groups. Millennials watch more than 3 hours per day. Source: GfK Viewscape 2017, base: NL18+
  69. 69. NPO programs are the most popular for catch up TV Date Day Program top 10 Channel GRP’s 1 10-09-2017 Heel Holland Bakt NPO 1 420 2 08-07-2017 Beste Zangers NPO 1 403 3 03-09-2017 Penoza 5 NPO 3 311 4 14-09-2017 Expeditie robinson 2017 RTL 5 308 5 14-08-2017 We zijn er bijna NPO 1 301 6 18-08-2017 Slimste mens NPO 2 262 7 24-09-2017 Zondag met lubach NPO 3 253 8 04-09-2017 Dokter tinus SBS 6 249 9 07-07-2017 Witse NPO 1 246 10 04-09-2017 Klok SBS 6 243 Source: SKO, best watched catch-up tv shows via television,+ 02:00-26:00 UUR, 6+, 2017 Q3
  70. 70. Cooking, sports, traveling and special interests are most popular topics for online video content 31% 6% 8% 8% 11% 11% 15% 18% 19% 23% 26% 29% 33% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% None Other Banking (Raising) kids Energy Health Beauty Electronics Cultivate Traveling Sports Hobby Cooking Topics watched – Online video % watched in the last year Source: Online Video Monitor 2017 – SAMR Smartagent Marketingresponse, Base: NL 18-54 69% of Dutch population (18-54) watch online videos
  71. 71. Jelly (Jelle Van Vucht) enters top 5 YouTubers with most views, whereas Enzo Knol leaves top 5. Rank User YouTube Video Views Subscribers Category 1 Kwebbelkop 2,652,524,928 7,298,279 Games 2 Jelly 2,314,558,885 6,941,726 Games 3 Armada Music 2,267,102,995 3,057,608 Music 4 Trap City 2,125,550,686 8,188,319 Music 5 Martin Garrix 1,675,145,956 6,924,396 Music Source: Socialblade, Top YouTubers in The Netherlands by most viewed | September 2017
  72. 72. CINEMA
  73. 73. 34.2 million cinema visitors in 2016 (+4%) €8.42Average price per ticket (+0.5%) €287.1million in ticket revenue in 2016 Trends & developments – I Source: Bioscoopmonitor 2016, Stichting Filmonderzoek https://foxscreen.nl/2017/01/11/bioscoopbezoek-groeit-naar-ruim-34-miljoen/ | http://www.marketingtribune.nl/media/nieuws/2016/09/nederlandse- bioscopen-koersen-op-recordjaar-van-293-miljoen-euro-omzet/index.xm | 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).
  74. 74. Trends & developments – II Pathé and Vue show live boxing match in cinemas Both Vue and Pathé organized live coverage of the fight between McGregor and Mayweather in several cinemas. Besides, Pathé showed the last episode of the successful TV show ‘Game of Thrones’ in cinemas as well. With these events cinemas are looking further than the traditional offer of movie releases. Source: http://www.entertainmentbusiness.nl/nieuws/2017-W32/bokswedstrijd-mayweather-vs-mcgregor-te-zien-path-vue | https://www.ad.nl/show/seizoensslot-game-of-thrones-gratis-op- bioscoopscherm~a4556340/ | https://nederlandsmedianieuws.nl/Bioscoop/Primeur-Path%C3%A9,-en-samhoud-media-en-Samsung-lanceren-pop-up-VR-Cinema-in-CineMec-Utrecht/ Pathé &Samhoud media and Samsung launch pop-up VR Cinema In the first Dutch VR Cinema in CineMec Utrecht, Pathé embraces the newest film technology and offers the visitor a real life experience instead of just watching a movie.
  75. 75. In 2016, the movie ‘Bridget Jones’s Baby’ was the most popular film 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 €9,446 967 Fantastic Beasts €8,658 874 Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners), annual report 2016
  76. 76. Source: Jean Mineur & Fox Screen, 2017 Q1-3. Data based on period: 29-12-2016 to 04-10-2017. Market share of Jean Mineur is increasing after extension of the network with 15 new Vue cinemas in July. #locations #cinema halls #seats #visitors 2017 Q1-3 Pathé (incl. CineMec) 25 202 42,136 11,909,057 Kinepolis 15 103 20,198 1,904,673 Vue 21 112 21,151 2,194,287 Other 29 146 23,011 3,963,894 Total 90 (65%) 563 (75%) 106,496 (81%) 19,971,911 (84%) #locations #cinema halls #seats #visitors 2017 Q1-3 RSB Cinemas 6 20 2,388 601,392 Other 42 165 22,735 3,164,930 Total 48 (35%) 185 (25%) 25,123 (19%) 3,766,322 (16%)
  77. 77. Number of cinema visitors increased in line with number of film releases - 100 200 300 400 500 0 5 10 15 20 25 30 35 40 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 #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 2016
  78. 78. Increase of cinema visits in 2016 mainly because of relatively high number of visits in August, September and October. 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 Visitsin‘000 week Cinema visits per 4 weeks 2016 2015 2014 Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners), annual report 2016
  79. 79. For cinema there is a clear increase in gross media spend towards the end of the year. Cinema vendors use monthly indices to reflect seasonality patterns in their rate cards. Source: Nielsen, 2014 – 2017 Q2 | Only gross spend for cinema 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 GrossMediaspend(in€millions) Seasonality cinema 2013 2014 2015 2016 2017 Total spend 2017 Q3: 3,305,831 Total spend 2016 Q3: 3,464,393 Total spend 2015 Q3: 3,564,839 Total spend 2014 Q3: 2,981,686
  80. 80. Frequent cinema visitors are younger than average. High social class for both frequent as non-frequent and 50/50 on gender. 49% 51% Profile frequent cinema visitor Source: NOM Print & Doelgroep Monitor 2017, base: total NL 13+ (N= 17.081) | * Frequent cinema visitor is defined as someone who visits a cinema at least once a month, non-frequent visitors are people who visit the cinema less than once a month, excluding people who never visit the cinema. Profile non-frequent cinema visitor 48% 52% Social class % Index A 33% 144 B1 25% 111 B2 23% 110 C 10% 65 D 10% 50 Social class % Index A 27% 122 B1 26% 115 B2 24% 115 C 13% 84 D 10% 54 3% 27% 20%21% 18% 11% 13-14 (index 121) 15-24 (index 187) 25-34 (index (139) 35-49 (index 88) 50-64 (index 73) 65+ (index 53) 5% 20% 17% 30% 20% 8% 13-14 (index 158) 15-24 (index 139) 25-34 (index (120) 35-49 (index 124) 50-64 (index 82) 65+ (index 41)
  81. 81. In 2016, cinema reach among age group 16-39 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, Stichting Filmonderzoek
  82. 82. LISTENING
  83. 83. MCP: Listening Consumers´ listening patterns are constantly changing. 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.
  84. 84. Trends & developments – I In October Radio DJ Giel Beelen moved to Radio Veronica. The Former NPO 3FM DJ started with his new morning show: ‘De Veronica Ochtendshow met Giel’. Before his move to Veronica, Giel Beelen hosted music programs on 3FM for more than 20 years. His last show, named ‘On Stage’, will now be presented by Frank van der Lende. Giel Beelen to Radio Veronica Source: https://nos.nl/artikel/2190466-giel-beelen-naar-radio-veronica.html
  85. 85. Trends & developments – II According to radio channels, podcasts are getting more popular lately. The supply and variety of podcasts has increased considerably. What are podcasts? A podcast is a radio-broadcast that people can listen to whenever they want. On platforms as iTunes, Sound Cloud and Stitcher it is possible to listen and subscribe to these audio files for free. The popularity of podcasts Source: https://www.nrc.nl/nieuws/2017/03/28/blijven-wachten-op-een-doorbraak-7524052-a1552074 | Source: GlobalWebIndex, 2017 HY1, Base Internet Users NL16+ 10% of the Dutch population listened to a podcast in the last month
  86. 86. Trends & developments – III Publisher of Dutch radio channels OMS starts with technical tests for programmatic audio buying. Digital department OMX uses the technology of Triton Digital. OMX sees this trial as a first step towards a Dutch commercial environment with programmatic audio buying. The current broadcasting licenses of commercial radio for broadcasting via FM, AM and DAB+ expired in 2017, but are extended until 2022. The government will assign new licenses by auction, an idea that caused a lot of resistance. Source: https://www.emerce.nl/nieuws/nederlandse-radio-krijgt-programmatic-audio-buying | http://www.themediaexchange.nl/| http://nos.nl/artikel/2181242-nederlandse-muziekdienst-juke-wil-met- spotify-gaan-concurreren.htm The Netherlands welcomed a new streaming service: JUKE. This new concept is an initiative of Talpa Radio and MediaMarkt and offers 40 million songs. A monthly subscription costs €9.99. A free version is available as well. Here users can listen to radio channels only.
  87. 87. Dutch radio stations with advertising possibilities (I/II) STER One Media Sales Talpa Radio Radio Corp Q-Music NL TMG Source: retriever.nl, Q3 2017
  88. 88. Dutch radio stations with advertising possibilities (II/II) E-power advertising* FD Mediagroep ORN* Online stations (22) Source: retriever.nl, Q3 2017 * ORN (government) and E-Power are responsible for approximately 30 regional stations
  89. 89. Radio 538 and NPO Radio 2 show increase in market share, whereas NPO 3FM continues to decrease. Source: NLO, 2016 Sep-Oct - 2017 Sep-Oct. Base: NL 10+ 0% 5% 10% 15% Market share (%) Sep-Oct 2016 Nov-Dec 2016 Jan-Feb 2017 Mar-Apr 2017 May-Jun 2017 Jul-Aug 2017 Sep-Oct 2017
  90. 90. 0 5 10 15 20 25 30 35 40 45 50 MediaSpendperStation(inMillions) Gross Media Spend 2016 Q3 2017 Q3 +14% +255% +123% -31% +37% -62% Source: Nielsen, 2016 Q3 – 2017 Q3. Gross spend for radio only. Gross media spend for Q-music, Veronica, SLAM and FunX increased strongly. Again decrease in spend for NPO 3FM.
  91. 91. 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 X1000 Gross media spend Radio 2013 2014 2015 2016 2017 Seasonality of radio shows low spend during Summer period and high peak in Q4 (Christmas and top lists at the end of the year). Some Radio vendors use monthly indices in their rate card that reflect this seasonality. Source: Nielsen, 2014 – 2017 Q3. Gross spend for radio only. Total spend 2017 Q3: € 189,730,821 Total spend 2016 Q3: € 180,901,749 Total spend 2015 Q3: € 167,327,821 Total spend 2014 Q3: € 159,898,008
  92. 92. The retail and automotive category is well represented within the top 10 radio advertisers Brand Category Gross radio spend Q3 2017 1 Lidl Retail €5.105.644,95 2 Ziggo Telecom €4.683.900,55 3 Kruidvat Retail €4.149.918,50 4 Aldi Retail €4.082.093,15 5 Renault Automotive €4.082.093,15 6 Opel Automotive €3.417.584,10 7 T-Mobile Telecom €3.149.138,65 8 Volkswagen Automotive €3.016.851,20 9 Bol.com Retail €2.479.380,00 10 ANWB Travel €2.456.359,80 Source: Nielsen, Q3 2017. Gross spend for radio only.
  93. 93. Some clutter in channels aimed at older audiences. A young and more female station is missing in the radio landscape. Source: NLO, 2017 (Sep-Oct), TA: NL 10+ Young Female 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 Male Old
  94. 94. Spotify and Apple music are the two main players with the highest average monthly (gross) reach. Application-based music streaming service with 6.8 million users. Free and paid subscription options; 40% of the Dutch users are paying for the streaming service. Average monthly reach Q3 2017: 29.6% Audio platform that originally enables sound creators to share their created sounds. Streaming music available for free or through paid subscription. Average monthly reach Q3 2017: 3.5% Music streaming service for web and app. Spot advertising within playlist possible. Free and paid subscription options. Average monthly reach Q3 2017: 1.8% Music application of Apple for streaming music and an extension of iTunes. Only available through paid subscription. The figures below are based on the app Apple Music which contains both owned music as the streaming service Apple Music: Average monthly reach Q3 2017: 34.6% Source: Spotify | DAM Q3 2017 (TA 13+ N=7652), Average monthly reach all platforms
  95. 95. TV is the most popular device for radio listening, but also an increase for listening radio on smartphone and streaming- network audio player. 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”, GfK Intomart, Dec 2016, base: online population 13+ (N=1,150) *Claims to listen radio via device **Television was previously reported as SettopBox.
  96. 96. Most time spent on online radio via TV. Radio station apps are becoming more popular, but Spotify remains dominant. 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% Radio 10 Nederland.fm NPO radio 1 Radio Veronica Radio 538 NPO 3FM Q-music NPO radio 2 100%NL Sky Radio Spotify Radio Apps (downloaded) Tablet (n=808) Smartphone (n=1056) Source: “Trends in Digital Media”, GfK Intomart, Dec 2016, base: online population 13+ (N=1,150) “Trends in Digital Media”, GfK Intomart, Dec 2016, base: owners of tablet and/or smartphone
  97. 97. READING
  98. 98. 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 changing the experience of reading.
  99. 99. Trends & developments – I Mediahuis takes over Telegraaf Media Group Mediahuis and VP Exploitation got permission to take over TMG and gain 65% share in the Dutch media company. The Flemish Mediahuis paid €9,100,000 for 1.5 million shares of TMG. With this agreement, Talpa will resign its attempts to get a majority of the TMG shares. The media company of John de Mol retains a strategic interest of 29%. As a result, NRC and Telegraaf will be operating under the same roof. Source: https://fd.nl/ondernemen/1213378/talpa-legt-zich-erbij-neer-tmg-gaat-naar-de-tegenpartij
  100. 100. Trends & developments – II Online reading platform Blendle was in its own words ‘growing too fast’. This resulted in a dismissal of nine employees. Co-founder Alexander Klöpping emphasizes that despite the setback, Blendle had the best financial quarter so far. ‘Het Financieele Dagblad’ launched a new app for young professionals: FD Focus. With the news app, FD wants to reduce reading time by selecting and re- writing articles for mobile usage. According to NOM research, the reach of digital magazines increased with 7%, while for print magazines this remained stable in HY1. Digital scores better among younger- and male target groups. Source: https://www.emerce.nl/nieuws/fd-lanceert-nieuwe-digitale-titel-fd-focus| https://www.emerce.nl/nieuws/print-bereik-tijdschriften-stabiel-digitaal-bereik-stijgt | https://www.emerce.nl/nieuws/blendle- slankt-af | https://www.emerce.nl/nieuws/fd-heeft-grootste-betaalde-digitale-oplage
  101. 101. ADR is leading in Top 10 media brands Ranking NOM Mediabrands 2017 Monthly brand reach* amongst NL 13+ Paper only Digital only 1 ADR Nieuwsmedia 66.9% 40.3% 47.6% 2 AD 51.9% 22.4% 39.9% 3 De Telegraaf 49.2% 25.5% 34% 4 Metro 36.1% 28.3% 11.9% 5 De Volkskrant 30.4% 15.8% 19.2% 6 Libelle 22.2% 17.2% 7.3% 7 NRC 21.6% 3.2% 14.4% 8 LINDA. 19.0% 8.4% 12.5% 9 Vrouw 18.4% 10.9% 8.5% 10 Donald Duck 15.3% 15.1% / Source: NOM Mediamerken 2017-II *Unique reach
  102. 102. National newspapers lead print circulation 1,381 1,115 316 - 200 400 600 800 1,000 1,200 1,400 1,600 2016 Q4 - 2017 Q3 €x1000 Moving year average circulation figures (in ‘000s) National newspapers Regional newspapers Free sheets Source: NOM, 2016 Q4 – 2017 Q3 | moving year average circulation figures. Based on print only (all paid-for and free-of-charge circulation)
  103. 103. Top 10 ranking Title Newspaper type Total annual paid circulation 2016 Q4 – 2017 Q3 Total annual circulation 2016 Q4 – 2017 Q3 1 De Telegraaf National 359,143 398,408 2 AD National 301,901 349,060 3 Metro Free - 316,401 4 de Volkskrant National 212,829 248,612 5 NRC Handelsblad National 132,111 141,667 6 De Limburger (combinatie) Regional 118,915 123,967 7 De Gelderlander Regional 102,604 113,125 8 Trouw National 87,121 100,990 9 De Stentor Regional 88,293 97,568 10 Noord-Hollands Dagblad Regional 93,272 96,787 De Telegraaf is leading in terms of print circulation Source: NOM, 2016 Q4 – 2017 Q3 annual moving average circulation figures for newspapers. Based on print only (all paid-for and free-of-charge circulation), excluding digital circulation figures.
  104. 104. AD and De Telegraaf are leading in terms of issue reach Ranking National newspapers Average issue reach amongst NL 13+ (in ‘000s) Average issue reach amongst NL13+ (%) 1 AD Dagbladen 1,338.7 9.3 2 De Telegraaf 1,257.8 8.8 3 de Volkskrant 749.6 5.2 4 NRC Handelsblad 348.6 2.4 5 Trouw 338.1 2.4 6 Reformatorisch Dagblad 172.6 1.2 7 Nrc.next 136.2 1.0 8 Het Financieele Dagblad 132.5 0.9 9 Nederlands Dagblad 102.0 0.7 Source: NOM Print & Doelgroep Monitor 2017, base: total NL 13+ (N=17,081)
  105. 105. NOS has surpassed Nu.nl and becomes the main Dutch news title No. Top 10 online News brands Reach (%) Reach (‘000) # Visits (‘000) Avg visit frequency 1 NOS 49.9% 7,157,000 256,845 35.9 2 Nu.nl 49.5% 7,099,000 156,180 22 3 AD 42.7% 6,127,000 102,232 16.7 4 Telegraaf 35.8% 5,136,000 127,488 24.8 5 RTL Nieuws 23.5% 3,374,000 36,628 10.9 6 De Volkskrant 17.8% 2,554,000 21,202 8.3 7 NRC 8.9% 1,281,000 5,297 4.1 8 Metro 7.9% 1,133,000 2,370 2.1 9 Trouw 6.4% 922,000 4,675 5.1 10 De Gelderlander 6,1% 871,000 7,569 8.7 Source: DAM, base: 13+, average reach Q3 2017 all platforms
  106. 106. 0 20 40 60 80 100 120 140 January February March April May June July August September October November December Grossspendnewspapers(inMillions) Seasonality newspapers 2013 2014 2015 2016 2017 Until Q3 2017, spend levels are higher than in 2016 (but still below previous years). Source: Nielsen, 2013 -2017 Q3. Gross spend only. Total spend 2017 Q3: € 220,175,642 Total spend 2016 Q3: € 183,749,047 Total spend 2015 Q3: € 266,100,195 Total spend 2014 Q3: € 270,525,217
  107. 107. No. Brand Category Newspapers gross spend Q3 2017 1 Corendon Travel €8,810,672 2 Koopjedeal.Nl Travel €8,219,850 3 KRAS Reizen Travel €6,437,670 4 Stip Reizen Travel €6,411,293 5 Zadkine Media Media €6,411,293 6 Bolderman Travel €3,350,075 7 BNR Media €2,961,440 8 Stella Retail €2,801,055 9 NRC Live Media €2,561,033 10 Lidl Retail €2,422,470 Travel brands are dominating the Top 10 advertisers in newspapers Source: Nielsen, 2017 Q3 | Gross spend for newspapers only.
  108. 108. De Telegraaf shows a significant decrease in gross media spend, whereas all Persgroep titles show an uplift. AD is now leading in terms of gross media spend. 0 5 10 15 20 25 30 35 Mediaspend(inmillions) Gross media spend Newspapers 2016 Q3 2017 Q3 +46% +69% -35% Source: Nielsen, 2016 Q3 – 2017 Q3. Gross spend for newspapers only. *NRC Doordeweeks is a combination of NRC Handelsblad en NRC Next +74% +72% -31%
  109. 109. The growth of digital use of newspapers seems to have stagnated over the last year across all devices, except for mobile. 38% 20% 20% 36% 21% 23% 35% 22% 24% 39% 27% 28% 36% 27% 27% 37% 30% 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 NPDM 2017-I Source: NPDM releases: 2013 I – 2017-I, base: total NL 13+ Digital use of newspapers
  110. 110. Family, culinary and women’s titles show highest circulation figures - 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 Moving year average total circulation (in ‘000s) Q4 2016 - Q3 2017 Source: NOM, 2016 Q4 – 2017 Q3 annual moving average circulation figures. Based on total magazines (all paid-for and free-of-charge circulation).
  111. 111. Kampioen and sponsored magazines of food retailers are dominant in terms of circulation Top 10 Title Magazine type Total paid circulation 2016 Q4 – 2017 Q3 Total circulation 2016 Q4 – 2017 Q3 1 Kampioen Family 3,406,499 3,406,499 2 Allerhande Culinary sponsored - 2,028,320 3 Boodschappen Culinary sponsored - 1,894,422 4 Eigen Huis magazine Home decoration, gardening & DIY 756,582 756,582 5 Burgerkracht Special interest - 495,260 6 Vrouw Women’s - 488,613 7 AD Magazine Newspaper magazines - 399,900 8 Het Volkskrant Magazine Newspaper magazines - 364,705 9 Libelle Women’s 279,182 284,909 10 Veronica Magazine TV Listings 271,256 271,626 Source: NOM, 2016 Q4 – 2017 Q3 annual moving average print circulation figures for magazines
  112. 112. Source: NOM Print & Doelgroep Monitor 2017, base: total NL 13+ (N= 17.081) Women’s magazines lead in terms of reach Top 10 magazine titles Publication type Average issue reach amongst NL 13+ (in ‘000s) Average issue reach amongst NL13+ (%) Kampioen Family 4,831.5 33.7 Allerhande Culinary sponsored 4,315.2 30.1 Libelle Women’s 1,626.2 11.3 Donald Duck Kids 1,431.0 10.0 LINDA. Women’s 1,197.9 8.4 Vrouw Women’s 1,140.2 8.0 Margriet Women’s 1,058.7 7.4 Privé Celebrity 1,020.8 7.1 Veronica TV magazines 974.8 6.8 Quest Science 960.6 6.7
  113. 113. 0 10 20 30 40 50 60 January February March April May June July August September Oktober November December Magazines grossmediaspendinmillions Seasonality Magazines 2013 2014 2015 2016 2017 Ad spend in magazines peaks in Spring and towards December Source: Nielsen, 2013 – 2017 Q3. Gross spend for consumer magazines only. Total spend 2017 Q3: € 81,707,298 Total spend 2016 Q3: € 86,143,886 Total spend 2015 Q3: € 92,634,899 Total spend 2014 Q3: € 97,380,984
  114. 114. No. Brand Category Gross spend in Q3 2017 1 Albert Heijn Retail €1,143,475 2 Voordeeluitjes Travel €1,030,063 3 ANWB Travel €975,008 4 Hollands Nieuwe Telecom €873,886 5 Blue Band Retail €873,886 6 Sanoma Media €863,815 7 Elsevier Media €783,829 8 Zendium FMCG €782,646 9 Otolift €761,211 10 Persgroep Media €705,878 Travel is well represented in Top 10 magazine advertisers Source: Nielsen, 2017 Q3. Gross spend for consumer magazines only.
  115. 115. Decrease in spend for major magazine titles Allerhande, Libelle, Margriet, Veronica and Voetbal International. 0 1 2 3 4 5 6 7 8 9 10 Mediaspend(inmillions) Gross media spend magazines 2016 Q3 2017 Q3 -21% -10% -22% Source: Nielsen, 2016 Q1 – 2017 Q3. Gross spend for consumer magazines only.
  116. 116. High consumption of door drops mainly by older generations 91% 86% 82% 78% 73% 64% 62% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Reach % 25% 15% 27% 33% 41% 47% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 13-14 15-24 25-34 35-49 50-64 65+ Total Reach % High consumption of door drops (> 13.5 titles)Reach per category Source: NOM folder monitor 2017 *Media imperatives are based on frequency of appearance
  117. 117. Albert Heijn door drops have highest reach, both print as digital No. Brand Category Reach print (in %) Reach digital (in %) 1 Albert Heijn Supermarket 55.9% 12.4% 2 Kruidvat Drugstore 54.1% 9.7% 3 Lidl Supermarket 45.8% 9.1% 4 Blokker Household 44.7% 5.9% 5 Aldi Supermarket 44.4% 6.6% 6 Hema Household 41.4% 6.5% 7 Mediamarkt Electronic 37.3% 6.2% 8 Gamma House / Garden 37.0% 4.4% 9 Praxis House / Garden 35.4% 4.1% 10 Karwei House / Garden 32.5% 3.3% Source: NOM Folder Monitor 2017
  118. 118. COMMUNICATING
  119. 119. MCP: Communicating Human beings are a social species, with communication taking place throughout the day. Face-to-face interaction will not disappear but the younger generations do not 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 common.
  120. 120. Social media SOCIAL MEDIA
  121. 121. Trends & developments – I In August Facebook launched its own buy and sell platform in The Netherlands: ‘Facebook Market Place’. Marketplace is a separate section within the app and website. Instagram Stories now has more users worldwide than Snapchat. On a daily basis, more than 250 million people use Instagram Stories. Snapchat has 166 million daily users. Pinterest reached a new record of 200 million active monthly users worldwide. The social network grows steadily with an average increase of 50 million active monthly users per year. Source: https://www.emerce.nl/nieuws/cijfers-facebook-tweede-kwartaal | https://www.nu.nl/internet/4880414/facebook-brengt-verkoopplatform-marketplace-in-nederland.html | https://techcrunch.com/2017/08/02/instagram-stories-anniversary/ | https://www.emerce.nl/nieuws/200-miljoen-actieve-gebruikers-pinterest Despite a stagnation in the number of accounts, Facebook achieved a higher turnover in Q2 2017 (9.3 billion dollar). This is 44.7% more than in the same period last year.
  122. 122. Source: Newcom, Dutch National Social Media Survey 2017, TA: 15+ WhatsApp and Facebook still show growth in usage. Highest increase for Instagram, decrease of Twitter seems to stabilize. Social media usage
  123. 123. Highest usage for WhatsApp and Facebook. Instagram enters the Top 5, replacing Twitter. Main platforms: 3.2 million Dutch people use Instagram, 1.5 million use it daily 4.3 million Dutch people use LinkedIn, 0.4 million use it daily 7.5 million Dutch people use YouTube, 1.7 million use it daily 10.4 million Dutch people use Facebook, 7.5 million use it daily 10.9 million Dutch people use Whatsapp, 7.8 million use it daily Source: Newcom, Dutch National Social Media Survey 2017, TA: 15+ Other platforms: 0.1 million Dutch people use Foursquare , 46 K use it daily 0.1 million Dutch people use WeChat, 63 K use it daily 0.4 million Dutch people use Tumblr, 101 K use it daily 1.9 million Dutch people use SnapChat, 960 K use it daily 2.4 million Dutch people use Pinterest, 381 K use it daily 2.6 million Dutch people use Twitter, 871 K use it daily
  124. 124. Snapchat, Tumblr and Instagram are more used by younger age groups 11% 9% 6% 16% 9% 8% 33% 16% 23% 25% 28% 26% 26% 17% 34% 30% 26% 27% 28% 25% 30% 27% 20% 28% 25% 25% 26% 22% 23% 29% 10% 19% 16% 14% 12% 11% 12% 19% 2% Facebook Twitter LinkedIn Instagram Pinterest Google+ Snapchat Tumblr Age distribution of social networking sites in NL 13-19 20-34 35-49 50-64 65+ Source: GfK DAM, base: 13+, Q3 2017
  125. 125. Active usage Facebook is still increasing and recovers from dip in 2014 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 2017 Q1 - Q3 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 16+ 16-24 25-34 35-44 45-54 55-64 Active users monthly 2012 2013 2014 2015 2016 2017 Q1 - Q3 Source: GlobalWebIndex, 2012 – 2017 Q1 t/m Q3, Base Internet Users NL16+
  126. 126. 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 2017 Q1 - Q3 Account ownership of LinkedIn is stable, but active usage is increasing 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 2017 Q1 - Q3 Source: GlobalWebIndex, 2012 – 2017 Q1 t/m Q3, Base Internet Users NL16+
  127. 127. Successful times for Instagram with strong increase of account ownership and activity within all age groups 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 16+ 16-24 25-34 35-44 45-54 55-64 Account ownership 2013 2014 2015 2016 2017 Q1 - Q3 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 16+ 16-24 25-34 35-44 45-54 55-64 Active users monthly 2013 2014 2015 2016 2017 Q1 - Q3 Source: GlobalWebIndex, 2013 – 2017 Q1 t/m Q3, Base Internet Users NL16+. Instagram data is available from 2013 Q2
  128. 128. Account ownership of YouTube is further increasing, just like active usage which shows a strong uplift again after 2014. 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 2017 Q1 - Q3 2017 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 2017 Q1 - Q3 Source: GlobalWebIndex, 2012 – 2017 Q1 t/m Q3, Base Internet Users NL16+
  129. 129. 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 2017 Q1 - Q3 Both ownership and activity are 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 2017 Q1 - Q3 Source: GlobalWebIndex, 2012 – 2017 Q1 t/m Q3, Base Internet Users NL16+
  130. 130. Social Media in The Netherlands: privacy concerns are still an issue Source: Newcom, Dutch National Social Media Survey 2017, TA: 15+ 66% is worried about their data being sold 54% is worried about their data in general 57% does not know if they can trust social media 17% has (a lot of) trust in social media
  131. 131. SURFING ONLINE
  132. 132. Trends & developments – I The Adobe Digital Insights report concludes that because of growing online competition, prices of digital advertisements are rising but not resulting in higher returns. Compared to last year, costs increased with 16%. According to research agency App Annie, the worldwide app economy will increase to 6.3 trillion dollar in 2021. Compared with 1.3 trillion dollar in 2016, this will be an increase of 380%. Despite the declining number of installed apps, app usage will increase; especially for e-commerce and gaming. In 2017, several advertisers decided to boycott publishers like YouTube and Google because of brand safety issues. Also local websites Dumpert and Geenstijl were boycotted by certain advertisers because of sexist and shocking content. This fits in a general discussion about programmatic advertising and the responsibility of advertisers for the context of an ad. Source: http://marketingtribune.nl/media/nieuws/2017/05/adverteerders-boycotten-seksistisch-geenstijl/index.xml | https://www.adformatie.nl/nieuws/steeds-meer-adverteerders-boycotten-youtubegoogle | https://www.emerce.nl/nieuws/appeconomie-63-biljoen-dollar-2021 | https://www.emerce.nl/nieuws/adobe-hogere-advertentiekosten-lager-rendement
  133. 133. Trends & developments – II Google Chrome will launch a browser in early 2018 with a preinstalled technology that will block annoying ads. Presumably, publishers will get an option to charge people for ad-free access, or force a choice to whitelist the site so they can display ads. With the growing popularity of “dynamic page publishing”, visitors of online publications will more often see their own personalized homepage based on search behavior. RTL takes a majority interest in Dutch digital agency Adfactor. Adfactor is specialized in digital content and has a broad network of influencers and content creators. Source: https://www.emerce.nl/nieuws/rtl-neemt-Adfactor | http://www.adformatie.nl/achtergrond/de-dagen-van-statische-voor-iedereen-gelijke-websites-liggen-achter-ons | http://adage.com/article/digital/official-google-chrome-ad-blocker/309238/ Chrome browser Dynamic page publishing RTL / Adfactor
  134. 134. Trends & developments – III: GDPR Source: https://www.frankwatching.com/archive/2017/05/22/de-cookiewet-wijzigt-in-2018-dit-zijn-de-gevolgen-voor-je-website/ The current Dutch Cookie law will likely be replaced by the European Cookie law (GDPR) in May 2018, to encourage the trust and safety of digital services. According to this law, Internet users don’t have to accept cookies anymore before entering a site. The EU claims that Internet users should have complete access to every site. With only one setting in the browser, you can accept or decline all the tracking-cookies. GDPR will have most consequences for online marketers; (re)targeting will become more difficult if users decide to decline the tracking-cookies. Since for many publishers ad space is the most important source of revenue, it is likely that in the future Internet users have to pay for visiting certain websites.
  135. 135. According to GreenLight Insights, it may take until 2021 before VR becomes more mainstream and truly profitable. The main reason for this is the expensive hardware. With the release of Microsoft VR-headset at the end of 2017, a boost for the VR entertainment industry is expected. Trends & developments – IV . Virtual Reality & Augmented Reality Source: http://www.frank.news/2017/05/01/onderzoekers-vr-pas-groot-in-2021 | https://www.emerce.nl/nieuws/facebook-lanceert-augmented-realityplatform | https://developer.apple.com/arkit/ Facebook launches an AR platform for the purpose of smartphone camera’s. Partners will be able to develop all sorts of effects for the apps of Instagram, Messenger and Facebook. Zuckerberg has high expectations of AR, but had to acknowledge that the possibilities are limited at this moment. Facebook AR platform The future of VR ARkit provides a platform for developing augmented reality apps for iPhone and iPad. The technology makes use of all sensors of the phone and calculates distances and angles very accurate. As a result, users can build virtual content on top of real-world scenes. ARkit Apple
  136. 136. 33% 14% 15% 37% 42% 14% 18% 38% 46% 17% 20% 41% 44% 16% 20% 40%39% 14% 17% 37% 43% 18% 20% 39% Social Networks Buying/selling Streaming video Searching for info 2012 2013 2014 2015 2015 II - 2016 I 2017 Over the last years all online activities are more or less stable Online activities done ‘often’ – across time Source: NPDM 2012 I - II to NPDM 2017, NL 13+
  137. 137. Activities across platforms are more or less similar, although popularity differs slightly. Shopping is more popular on desktop, but social media and Search are present in top 3 of all devices. 40.1 44.9 49 53.2 53.8 56.3 57.3 67.6 69.4 72.9 Used a webmail service to access, read or send emails Used an internet banking service Uploaded / shared a photo Watched a video clip or visited a video-sharing site Used a map or directions service / app Visited a news website / app / service Checked the weather online Visited / used a search engine Used a chat or instant messaging service / app Visited / used a social network Top 10 - Mobile 50.4 54.9 56.4 57.5 60.5 66.7 67.3 73.6 85.5 93.1 Used an online encyclopedia such as Wikipedia Used an internet banking service Purchased a product online Used a webmail service to access, read or send emails Visited a news website / app / service Watched a video clip or visited a video-sharing site Searched for a product or service you want to buy Visited an online retail site or store such as Amazon Visited / used a social network Visited / used a search engine Top 10 - PC / Laptop 9.1 10.5 11.5 11.6 12.4 14.8 17.3 23.4 29.9 29.9 Used a chat or instant messaging service / app Used an online encyclopedia such as Wikipedia Checked the weather online Searched for a product or service you want to buy Used a webmail service to access, read or send emails Visited an online retail site or store such as Amazon Visited a news website / app / service Watched a video clip or visited a video-sharing site Visited / used a search engine Visited / used a social network Top 10 - Tablet Source: GlobalWebIndex, 2017 Q3, Base Internet Users NL16+ (N= 1300), Have done in the past month
  138. 138. In 2016, the # of apps seems to stabilize at 27 (mobile) and 24 (tablet) 0 10 20 30 40 50 Smartphone Average number of mobile apps 2011 2012 2013 2014 2015 2016 0 10 20 30 40 50 Tablet Average number of tablet apps 2011 2012 2013 2014 2015 2016 Average # of apps on mobile in 2016: 27 Source: “Trends in Digital Media”, GfK Intomart, Dec 2016, base: online population 13+ (N=1,065) Average # of apps on tablet in 2016: 24
  139. 139. Main mobile activities are focused on communication in every possible way. Banking, online shopping and TV increased in usage. 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)
  140. 140. All-round activities for tablet such as Internet, e-mail, social media and games. Less visual activities (photos, video) than on mobile. 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)
  141. 141. Google is leading in terms of reach across platforms Source: GfK DAM, base: 13+, average monthly reach Q3 2017 (all platforms) No. Top 10 brands Average monthly reach 1 Google 91% 2 Google Search 85% 3 Facebook 85% 4 YouTube 81% 5 Google Maps 76% 6 WhatsApp Messenger 68% 7 Gmail 60% 8 Bol.com 57% 9 Marktplaats 57% 10 Facebook Messenger 54%
  142. 142. For mobile, all apps in top 10 belong to Google or Facebook. Source: GfK DAM, base: 13+, average monthly reach Q3 2017 28% 28% 30% 31% 40% 43% 48% 55% 52% 68% Drive Instagram Google Play-services Gmail Google Search Facebook Messenger Youtube Google Maps Facebook WhatsApp Messenger Overall top smartphone apps Phone reach % 11% 12% 13% 18% 19% 20% 21% 22% 32% 33% Buienradar Netflix Marktplaats Gmail Facebook Messenger Google Maps Google Search Apple Music Facebook YouTube Overall top tablet apps Tablet reach %
  143. 143. In Q3 2017, CoolBlue had by far the highest digital spend* No. Brand Category Gross spend Q3 2017 1 Coolblue.nl Retail €7,690,948 2 Fisher Investments Real estate €3,299,312 3 Tweakers.net Technology €3,144,756 4 Vodafone Telecom €2,892,448 5 McDonalds Food €2,892,448 6 AD Media €2,757,453 7 Samsung Telecom €2,651,132 8 Appnexus Software €2,325,663 9 Persgroep Media €2,125,660 10 Philips Technology €2,107,560 Source: Nielsen, Q3 2017. * Note: online spend without taking into account social, SEA and in-app advertising.
  144. 144. 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
  145. 145. Currently, 52% of all digital ads are in view and 35% are in view for at least 5 seconds (Quality View). 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: DMAI Year End 2016 + 2017 VisibilityBenchmarks *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 Q1 2017 Q2 2017 Q3 2017 DMA visibility benchmarks In View* Quality View*
  146. 146. Search Advertising: SEA vs. SEO Paid Search Results (SEA) Organic Search Results (SEO) Rich snippet (SEO) Google Shopping (SEA)
  147. 147. Search advertising: New ways to search by voice and image Source: Global Web Index: 2017 Q3, base: All adults 16+ (N= 1300) 10,2% used voice search or voice command tools In last month
  148. 148. Overall, the usage of Ad Blockers is slightly increasing over time 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 Ad Block in the past month Q1 2016 (n=801) Q2 2016 (n=755) Q3 2016 (n=754) Q4 2016 (n=754) Q1 2017 (n=1300) Q2 2017(n= 1300) Q3 2017 (n= 1300) Source: GlobalWebIndex, Q1 2016 – Q3 2017, Base Internet Users NL16+
  149. 149. Worries about privacy have increased among teenagers and millennials Source: Ruigrok NetPanel, What’shappening online? 2017, 18+ n=1.050 26% 38% 51% 53% 42% 55% 53% 58% 0% 10% 20% 30% 40% 50% 60% 70% Digital teenagers Millennials Generation X Babyboomers Worried about privacy % (totally) agree 2016 2017
  150. 150. Strong growth figures for online consumer spends and purchases 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 shopping spend People buying online +10% +9% +8% +30% +17% E-commerce trendsTop 5 branches annual increase in online spend 2017 Q3 29% 36% 47% 47% 57% Clothing Footwear & Personal Lifestyle Home & Garden Food/Nearfood Health & Beauty Source: Thuiswinkel Marktmonitor 2010 – 2017 HY1 Online spends 2017 Q3: 5.0 billion (+ 14%) Number online purchases 2017 Q3: 49.8 million (+ 21%) Number online buyers 2017 Q3: 11.1 million +25% millions
  151. 151. ON THE GO
  152. 152. MCP: On the Go On average people spend one hour per day On the Go. Time spent On the Go is stable over the years but the possibilities for brands to get in contact with consumers during these moments are increasing. This is mostly due to increased smartphone and mobile Internet penetration, but also due to new and innovative digital OOH media solutions.
  153. 153. Trends and developments Source: https://www.nrc.nl/nieuws/2017/09/04/reclamezuilen-filmen-reizigers-op-ns-stations-a1572184 | https://nos.nl/artikel/2192429-billboardcamera-s-op-amsterdam-centraal-voorlopig-uit.html | https://www.adformatie.nl/nieuws/mmd-breidt-digitaal-abri-netwerk-uit-met-avia-tankstations| Exterion Media was experimenting with cameras in digital billboards on train stations to collect data (viewing time, age and gender) for consumer analysis. However, due to commotion regarding invasion of privacy, Exterion eventually turned off the cameras. It declares that the technique is anonymous and now awaits the conclusions of research conducted by the Autoriteit Persoonsgegevens (AP). MMD extends its Digital Out of Home network to Avia gas stations and states to have the largest digital out of home network in the Netherlands. With the Avia partnership MMD added more than thousand digital 24” screens.
  154. 154. Factsheet Outdoor Source: VivaKi, December 2016 Publisher Objects Location JCDecaux Ad shells/6s, billboards, odd-sized objects, trams Bus and tram stations ExterionMedia Ad shells/6s, billboards, buses/trams, railway stations, posters and screens in shopping centres Street, shopping areas, public transport stations Clear Channel Ad shells/6s, city cells, billboards, masts, parking garages, schools, metro stations Street, schools, highway, tube- and parking Interbest Masts near highways A0, A1, A2 screens Highways Centercom Posters in supermarkets Streets, supermarkets MMD Media Shelters, digital screens, billboards, busses, airports Street, leisure indoor, sports, transport – airports OOHA Media Masts, LED masts Streets, highway Blowup Media Scaffolding large formats Streets Schiphol Media Big variety of media at Schiphol Airport Amsterdam Airport OV Media & Triple Media Buses, A3 posters in buses Buses Altermedia Toilet ads, taxi ads and truck ads Leisure indoor and public transport Boomerang Media Toilet ads, Freecards Leisure indoor horeca OV Media Bus ads, A3 screens Busses Triple Media Bus ads, A3 screens Busses
  155. 155. Total reach per vendor is highest for age group 20-34. JCDecaux is dominant in billboard advertising. Source: BRO, September 2017, database version CAFAS 21.1 | Reach is based on total sights per vendor. 70% 78% 79% 69% 65% 61% 68% 74% 77% 70% 64% 59% 81% 87% 89% 83% 77% 71% 36% 42% 42% 35% 33% 31% 0% 20% 40% 60% 80% 100% 13-75 13-29 20-34 35-49 50-64 65-75 Shelters Exterion (5,517 sides) JCDecaux (10,348 sides) Clear Channel (7.904 sides) MMD (914 sides) 31% 32% 33% 32% 29% 27% 66% 68% 70% 68% 63% 58% 39% 41% 44% 40% 37% 34% 13% 14% 15% 13% 12% 11% 0% 20% 40% 60% 80% 100% 13-75 13-29 20-34 35-49 50-64 65-75 Billboards Exterion (190 sides) JCDecaux (998 sides) Clear Channel (351 sides) MMD (132 sides)
  156. 156. 0% 10% 20% 30% 40% Share of gross media spend OOH 2013 2014 2015 2016 2017 Q3 Others Outdoor market is dominated in spend by 4 main players Source: Nielsen, 2013 – 2017 Q3. Gross spend for out of home only.
  157. 157. 0 10 20 30 40 50 January February March April May June July August September October November December Outofhome grossmediaspendinmillions Out of Home Seasonality 2013 2014 2015 2016 2017 Although spend slightly lifts in spring and Q4, outdoor advertising shows pretty stable levels of ad spend through the year. Source: Nielsen, 2013 – 2017 Q3. Gross spend only Total spend 2017 Q3: € 128,815,740 Total spend 2016 Q3: € 124,190,866 Total spend 2015 Q3: € 115,064,773 Total spend 2014 Q3: € 125,583,081
  158. 158. McDonalds has the highest (gross) media spend within Outdoor Advertising. Telecom companies are strongly represented in Top 10. Brand Category Gross spend Q3 2017 1 McDonalds Food €4,303,762 2 Tele2 Telecom €3,492,269 3 Radio 538 Media €3,212,223 4 T-Mobile Telecom €2,618,354 5 Ford Automotive €1,568,392 6 Samsung Telecom €1,484,079 7 Allsecur Assurance €1,476,462 8 Dove Retail €1,475,589 9 Qmusic Media €1,187,275 10 Omo Retail €1,118,201 Source: Nielsen, 2017 Q3. Gross spend only.
  159. 159. Street shelterMast Billboard Standard formats
  160. 160. Aerial advertisingScaffold Sampling Alternative formats I
  161. 161. Alternative formats II Public transport Street objects Toilet advertising
  162. 162. Digital Out of Home Source: Vivaki Digitale Out of Home Update, March 2017 With 12% of the total OOH spends and 8,000 screens on 5,000 locations, Digital Out of Home still has a low share in The Dutch OOH market. On the other hand, digital OOH is showing significant growth. It is expected that the increase in gross spends (+ 340% in 2016 compared to 2015) will continue in 2017. PwC Outlook predicts that in 2019 the share of spends of DOOH will rise to 40% of the total OOH market.
  163. 163. Specific Targeting New opportunities for communication with Digital Out of Home In the near future, programmatic buying of DOOH inventory will become bigger. The only company that currently offers programmatic buying is ‘MyAdbooker’. The possibilities are limited because the main players do not participate yet. The PEC football stadium in Zwolle was the first in Europe to have a programmatically bought real-time campaign on digital screens. The creatives dynamically changed based on live match data. The Amro campaign was realized in cooperation with CS Digital Media, MyAdbooker and OutMoove. Programmatic buying Real time communication Source: Vivaki Digitale Out of Home Update, 2017| https://www.emerce.nl/wire/adverteren-stadions-programmatic-buying-nieuwe-nog-lucratievere-efficintere-fase-beland It is expected that in the near future it will be possible to target DOOH campaigns at specific target groups by the use of Detection Software. This software is able to anticipate on variables like age, gender, total passengers, mood.
  164. 164. MAAIKE DE VRIES Insights & Data Director maaike.de.vries@starcom.nl This media landscape presentation will be updated every quarter. For comments & questions, please contact the Starcom Insights & Data team. SANDER GEERLING Human Experience Strategist sander.geerling@starcom.nl MARJO VAN DEN AKKER Insights & Data Consultant marjo.vandenakker@starcom.nl
  165. 165. APPENDIX
  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 representative 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. CENSUS DATA By using VAST technology for online video (IAB standard). Incl. Desktop, Mobile and Tablet PANEL DATA Who is watching? What is % reach? DATA FUSION ONLINE VIDEO TOTAAL(RTL, NPO, SBS only) TV TOTAL (Linear & non-linear; via TV screen) Existing TV audience measurement II The core of the audience measurement is the common currency (TV Total). The measurement includes guest viewing in the panel households and time shifted viewing (on the day of broadcast plus the next six days). In order to achieve Video Total (TV + Online Video) SKO measures census data for online video and combines this with panel data to calculate the Online Video Total. Video Total was 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
  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 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. 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. A portable electronic device with audio-matching technique will eventually replace the Radiolog. The 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. 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. From 2015, NOM also reports 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 social demographic- and lifestyle data and media usage. 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. In 2017, NOM launched a new product: NOM Mediamerken which reports the combined reach of print and online of news media and magazines.
  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. Out of home audience measurement II For measuring 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. Source: Het Buitenreclame Onderzoek, 2nd september ‘15
  173. 173. Cinema audience measurement Commissioned by the ‘Nederlandse Vereniging van Bioscopen en Filmtheaters (NVBF)’ and ‘Filmdistributeurs Nederland (FDN)’, ‘Stichting Filmonderzoek’ periodically studies the range of cinemas /movie theatres, the frequency of visits and the market share of Dutch cinema visitors. This provides insight into cinema behavior of the Dutch population. For the ‘bioscoopmonitor 2016’, quarterly fieldwork took place among a core group of panel members (N= 11,422) of CentERdata and young panel members of LISS panel. The panel members were asked whether – and if so, how often – they have been visited the cinemas and/or movie theatre in the previous quarter and whether they have visited a Dutch movie.
  174. 174. Media:tijd is the most recent study released in Q2 2016 and covers time spend of Tuch consumers in 2015. The first release was in 2014 (data of 2013). Media:tijd is a collaboration between: Since Q2 2015 Crossmedia:Tijd is available. Crossmedia:Tijd is a fusion of data from multiple reach and time spend currencies: Source: Media:tijd 2015 (9 september – 11 oktober 2013) (1 juli 2012 – 30 juni 2013) (1 juli 2012 – 30 juni 2013) (28 april 2014 – 26 mei 2014) (26 augustus – 17 november 2013) The Crossmedia:Tijd study enables to create campaign scenarios by using cross media reach. BRO (JIC out of home reach measurement) has announced that the OOH reach study will also be part of the next Crossmedia:Tijd data fusion. Media:tijd & Crossmedia:tijd
  175. 175. Nielsen Ad spend measurement Nielsen measures the gross ad spend in more than 1,300 individual channels / titles in 10 media types:  Television -Spot and billboards  Radio -Spot  Internet - Display (desktop, tablet, smartphone) - Video (desktop, tablet, smartphone)  Consumer magazines  Newspapers - National and local  Consumer magazines  Trade magazines  Out of home  Cinema  Door drops  Direct mail The ad spend calculation is based on rate card. Discounts or special price agreements are not taken into account to ensure a fair comparison of the media pressure between brands and media. The ad spend data is updated twice a week.​

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