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Dutch media landscape 2017 Q4 update by Starcom

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

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Dutch media landscape 2017 Q4 update by Starcom

  1. 1. WHAT’S NEW Q4 2017 In 2017, digital spend is shifting more towards video instead of banners. Overall, the total digital budget keeps increasing. Competition within Dutch VoD market is growing with the launch of Amazon Prime and the extended offer of NLZIET. Pathé introduced a complete new viewing experience with the opening of 4DX cinema’s. Hearst takes over G+J and becomes dominant in the magazine market for high-end luxury. After the merger of SBS, OMS and Talpa Radio, the new ‘Talpa Media Solutions’ dominates the radio landscape. Amazon has launched online streaming service Amazon Music Unlimited. Successful year for Instagram being the fastest growing social media platform. Increase in spend of Digital Out of Home shows new focus in market. ExterionMedia introduces digital touchscreens.
  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 Duizenden Population (in ‘000) 39,5 41,6 35 37 39 41 43 45 Average age Source: CBS, Statline, December 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. 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)
  8. 8. During the last years the Dutch consumer confidence has climbed up until a peak in Q2 2017, but seems to stabilize in second half year. Source: CBS, Statline, December 2017 -50 -40 -30 -20 -10 0 10 20 30 Difference%positivevsnegativeanswers Dutch consumer confidence
  9. 9. OVERALL media and consumer stats & figures
  10. 10. TRENDS
  11. 11. Top 10 Global Consumer Trends for 2018 1. Clean Lifers Consumers are adopting clean-living, more minimalist lifestyles, where moderation and integrity are key. 2. The Borrowers A generation of community-minded sharers, renters and subscribers is reshaping the economy, making conspicuous consumption a thing of the past. 3. Call Out Culture Empowered consumers are using social media to highlight injustice and call brands to account ( also described as “Hashtag Activism”) 4. It’s in the DNA – I’m so Special People’s growing curiosity about personal genetics and rising interest in personalized health and beauty are fueling demand for home DNA kits. 5. Adaptive Entrepreneurs Consumers are increasingly seeking flexibility in their lifestyles and are prepared to take risks by rejection of traditional working patterns. 6. View in my Roomers Consumers increasingly want to connect perception and reality, merging digital images with physical space by Augmented Reality technology. 7. Sleuthy Shoppers Investigative consumers are becoming more skeptical of mass-produced products and the motivations of the companies that create them. 8. I-Designers In the desire for personalization and authenticity, buyers increasingly want to connect with or participate in the product creation process. 9. Co-Living Co-Living sees people share spaces and mutual facilities to save money and inspire collaborative ideas or provide comfortable living conditions. 10. The Survivers Despite improving economies, the gap between rich and poor is highly visible and those at the bottom of the pyramid are still struggling with poverty. Source: Euromonitor International Top 10 Global Consumer Trends for 2018.
  12. 12. 10 digital trends to watch in 2018: I Social advertising transparency will become a big deal, whether advertisers like it or not Voice search will become too widespread for marketers to ignore – or to get wrong Virtual Reality will show some growth, but Augmented Reality will become mainstream The public image of Big Tech companies goes from clean to dirty – with political consequences With its growing influence at multiple area’s of the media landscape, Amazon is one to watch. Social Advertising Voice VR vs. AR Big Tech Amazon Source: eMarketer Key Digital Trends for 2018, Dec 2017
  13. 13. 10 digital trends to watch in 2018: II Source: eMarketer Key Digital Trends for 2018, Dec 2017 The GDPR law will start to change the privacy landscape Marketers can and will take advantage of blockchain Video viewing will gravitate towards very big screens (cinema, plasma TV) and very small screens (mobile) Gains in online-to- offline data will lead to more localized mobile advertising The shift in marketing attention to Gen Z is too quick regarding lack of spending power Privacy Blockchain Digital video Local Mobile Gen Z
  14. 14. 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.
  15. 15. Media spend MEDIA SPEND
  16. 16. 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 | 0 1.000 2.000 Cinema Newspapers Online* Out Of Home Magazines Radio TV €millions Media spend 2017 HY1 Gross Net
  17. 17. Source: Nielsen, Q1-Q4 2017 No. Brand Category Gross spend 2017 1 Albert Heijn Retail € 96,141,559 2 Kruidvat Retail € 87,236,794 3 Jumbo Supermarkten Retail € 87,028,984 4 Lidl Retail € 83,993,259 5 Renault Automotive € 62,715,796 6 T-Mobile Telecom € 61,633,362 7 Ziggo Telecom € 61,629,227 8 Coolblue.nl Electronics € 58,603,201 9 Vodafone Telecom € 55,543,168 10 Nationale Postcode Loterij Lottery € 52,071,943 In 2017, top 10 brands is dominated by retail and telecom
  18. 18. Gross media spend has increased for almost all medium types, with significant growth for TV. Source: Nielsen, 2012 – 2017 | Note: digital spend not included. *Optimization of newspaper spend registration in 2017 explains uplift compared to 2016 0 1.000 2.000 3.000 4.000 5.000 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 2017
  19. 19. 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)
  20. 20. In 2017, online ad spend increased in revenue again Total online ad spend (net) Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2017, April 2018 544 609 673 755 848 191 206 225 245 251520 582 615 683 733 0 200 400 600 800 1000 1200 1400 1600 1800 2000 2013 2014 2015 2016 2017 Search Classified Display 1,396 m€ 1,512 m€ 1,683 m€ 1,255 m€ 1,832 m€ +9% YoY
  21. 21. 54% 55% 55% 52% 47% 17% 15% 13% 14% 14% 11% 13% 16% 18% 23% 18% 17% 10% 8% 9% 6% 8% 8% 2013 2014 2015 2016 2017 Allocation of display revenue per format (m€) Banners Interruptive Video Other Native Within display formats, online video shows the strongest growth in revenue. The market for banners is declining over the last years. Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2017, April 2018
  22. 22. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 0 20 40 60 80 100 120 140 160 2013-HY1 2013-HY2 2014-HY1 2014-HY2 2015-HY1 2015-HY2 2016-HY1 2016-HY2 2017-HY1 2017-HY2 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 2017, April 2018 Display advertising through programmatic channels increased by 13% YoY in 2017 HY2, totalling 141 m€ in revenue.
  23. 23. 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.
  24. 24. 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 2017 (Estimated spend based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded.)
  25. 25. 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)
  26. 26. Time spend TIME SPENT
  27. 27. 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 More than 10 hours 6 to 10 hours 4 to 6 hours 3 to 4 hours 2 to 3 hours 1 to 2 hours 30 minutes to 1 hour Less than 30 minutes Do not use Source: Global Web Index: 2017, base: All adults 16+ Daily time spent on media is highest for desktop/laptop/tablet, linear TV, mobile, broadcast radio and social media.
  28. 28. 0% 25% 50% 75% 100% 2010 2011 2012 2013 2014 2015 2015-II2016-I 2017 Honderden TV No answer TV heavy (24+ hours per week) TV mid (14-24 hours per week) TV light (0-14 hours per week) No TV 0% 25% 50% 75% 100% 2010 2011 2012 2013 2014 2015 2015-II2016-I 2017 Honderden 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 Honderden Online No answer Internet heavy (13+ hours per week) Internet mid (5-13 hours per week) Internet light (0-4 hours per week) No Internet connection Source: NPDM releases: 2010 to 2017, base: All adults 13+ (N= 17.081)
  29. 29. DEVICE OWNERSHIP AND USAGE
  30. 30. With 5% of the Dutch owning VR glasses, they are not (yet) mainstream. Smartphone is the most owned device. 88% 79% 70% 55% 42% 27% 23% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Device Ownership Smartphone Laptop Tablet PC/Desktop Smart TV Gameconsole E-reader VR glasses Source: “Trends in Digital Media”, GfK Intomart, Dec 2017, base: online population 13+ (N=1,204); Ruigrok NetPanel, What’s happening online? 2017, NL 18+ n=1.050
  31. 31. Both smartphone penetration seems as the use of Internet on smartphone continuously increases. 39% 45% 48% 58% 65% 67% 70% 76% 80% 80% 83% 88% 0% 20% 40% 60% 80% 100% smartphone penetration Source: “Trends in Digital Media”, GfK Intomart, Dec 2017, base: online population 13+ (N=1,204); Source: Media Standard Survey 2017 (N= 5.113) 68% 75% 80% 50% 60% 70% 80% 90% 100% 2015 2016 2017 Use of Internet on smartphone
  32. 32. Everyone is becoming more mobile over the years with a significant increase of smartphone usage for people older than 50. 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-11 dec-12 dec-13 dec-14 dec-15 dec-16 dec-17 Source: : “Trends in Digital Media”, GfK Intomart, Dec 2017, base: online population 13+ (N=1,204
  33. 33. # 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
  34. 34. Internet penetration amongst 65+ and lower educated is steadily rising, but still behind other groups. Internet penetration NL 2015 2016 2017 Index compared to 2015 Male 93.4% 94.9% 96,0% 103 Female 90.7% 91.5% 91,7% 101 13+ 92.1% 93.2% 93,8% 102 13 – 19 years old 99.4% 99.4% 99,6% 100 20 – 34 years old 98.8% 99.2% 98,8% 100 35 – 49 years old 97.7% 99.2% 99,2% 102 50 – 64 years old 94.5% 96.6% 97,1% 103 65+ 71.0% 72.5% 76,0% 107 High educated 98.0% 98.3% 98,8% 101 Middle educated 95.0% 96.4% 96,2% 101 Low educated 74.4% 76.3% 78,4% 105 Source: Media Standard Survey 2017 (N= 5.113)
  35. 35. Most people have online access at home on a daily basis. Mobile access is increasing which makes 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+
  36. 36. WATCHING
  37. 37. 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.
  38. 38. WATCHING Usage Motivations TV 1. To relax and unwind (59%) 2. To be entertained (57%) 3. Stop being bored (53%) Online TV 1. To be entertained (27%) 2. Stop being bored (26%) 3. To find funny content (26%) Source: PACE, Q3 2017, TA: 16+, Question: “For what reasons do you use the following things?”
  39. 39. 89% Households with digital TV reception 42% Watching TV outdoors* 37% 44% Smart TV penetration 2016 vs. 2017 Source: Media Standard Survey 2017 | *Outdoor TV includes watching at all places other than own home. Trends & developments – I
  40. 40. Source: SKO 2012 – 2017, TA: 6+, Linear TV is all the direct watching. Non linear TV is watching TV content later that day, week or month. Trends & developments – II 178 175 178 168 160 150 11 11 11 11 10 13 3 4 5 6 7 8 4 5 5 6 6 7 1 1 1 0 20 40 60 80 100 120 140 160 180 200 220 2012 2013 2014 2015 2016 2017 ViewingTime(minutesperday) Lineare TV Video, DVD & HDR Non-linear (same day) Non-linear (week) Non-linear (28 days) 196 195 199 192 184 179 Average viewing time per day is decreasing, especially for linear TV. Watching linear TV is still the norm but non-linear TV is slowly gaining ground.
  41. 41. 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 full ownership. Talpa now owns SBS6, Veronica, Net5 and SBS9. Music channel XITE has started with online buying of ‘linear TV’ commercials and in the same period the viewing time of XITE has doubled. It is assumed that the positive results can be explained by the combination of the linear experience and programmatic advertising which possibly has led to a better TV experience. . Instead of traditional TV ratings, BNN will report TV results in a new weekly report (https://bikl.bnnvara.nl/) which includes online video views and social media interactions. BNN wants to adapt to changing media consumption. Source: 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 | | https://nos.nl/artikel/2201993-we-kijken-niet-meer-alleen-tv-daarom-komt-bnnvara-met-nieuwe-kijkcijfers.html
  42. 42. Dutch TV channels, with advertising possibilities (I/II) STER RTL RTL (Triade) Talpa TV Source: retriever.nl, Q4 2017 Note: RTL Lounge, RTL Crime, Boomerang, Telekids and Crime + Investigation are paid (digital) channels Note: mostly paid (digital) channels
  43. 43. 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, Q4 2017
  44. 44. In 2017, The UEFA women’s euro final and celebration was watched most on TV. Date Program top 10 Channel GRP’s 1 06-08-2017 EK Huldiging Nederlands Dames Team NPO 1 36 2 12-03-2017 Boer zoekt vrouw international NPO 1 28 3 06-08-2017 EK Finale Nederlands Dames Team NPO 1 27 4 13-05-2017 Eurovisie Songfestival Finale NPO 1 25 5 24-05-2017 Ajax – Manchester United Finale RTL 7 24 6 22-10-2017 Heel Holland Bakt NPO 1 23 7 03-08-2017 EK Halve Finale Nederland – Engeland Dames NPO 1 22 8 26-04-2017 Speech Willem-Alexander NPO 1 22 9 13-04-2017 Passion NPO 1 20 10 19-02-2017 Floortje naar het einde van de wereld NPO 1 20 Source: SKO, live watching via television,+ 02:00-26:00 UUR, 13+, 2017
  45. 45. 0% 10% 20% 30% 40% NPO RTL/Triade SBS BrandDeli TV market share 2014 2015 2016 2017 Source: SKO 2014 – 2017, 02.00-26.00, base: all adults 13+ | Note: Full audit channels only. In 2017, BrandDeli shows an increase in market share. RTL shows a slight decrease, NPO and SBS are stable.
  46. 46. Source: SKO 2014 – 2017, 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 30 % Market share 2014 2015 2016 2017 The market share of the main RTL channels is declining.
  47. 47. Source: Nielsen, 2016 – 2017 | Note: Only gross spend for TV SBSRTLSTER BrandDeli RTL/Triade Disney 0 200 400 600 800 1.000 1.200 €millions Gross media spend per channel 2016 2017 +36% -19% -3% -10% Growth in gross media spend for all SBS channels, significant decline for NPO1 and RTL 5. +36%
  48. 48. Source: Nielsen, 2013 – 2017 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: € 867,895,560 Total spend 2016: € 858,060,254 Total spend 2015: € 841,468,913 Total spend 2014: € 758,166,201 TV spend shows a clear seasonality pattern with highest spend levels in Spring and Fall and relatively low spend during Summer. In Q4 2017, gross TV spends were higher than previous years.
  49. 49. No. Brand Category TV gross spend 2017 1 Jumbo Supermarkten Retail € 77,573,452 2 Albert Heijn Retail € 68,020,148 3 Kruidvat Retail € 53,671,667 4 Lidl Retail € 44,456,187 5 Plus Retail € 40,181,378 6 Nivea FMCG € 37,656,747 7 Coop Retail € 36,846,063 8 Vodafone Telecom € 32,544,666 9 Staatsloterij Lottery € 29,940,027 10 Renault Automotive € 28,951,962 Source: Nielsen, 2017 Retail brands (supermarkets in particular) are main TV advertisers
  50. 50. 0% 10% 20% 30% 40% 50% 60% Desktop PC E-Reader Laptop PC Mobile Phone Tablet Multi tasking while watching TV 2013 2014 2015 2016 2017 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Multi tasking activities 2013 2014 2015 2016 2017 Source: GlobalWebIndex, 2016-2017, Base: Internet users NL16+ Phone becomes by far most popular device for multitasking, which mainly consists of social media, chatting, email and games.
  51. 51. 51% 49% 22% 22% 21% 21% 13% 0 50 100 150 0% 25% 50% % Index Source: GlobalWebIndex, 2017, Base: Internet Users NL16+, TA: MultiTasker while watching TV (N=795) 21% 39% 20% 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 Multitasker is mostly 16-44 years old and rather interested in gadgets, gaming, fashion, sports and music
  52. 52. VIDEO ON DEMAND
  53. 53. 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)
  54. 54. Trends & developments – I 49% of all Dutch consumers watch paid online video content 69% of all consumers have a paid 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+
  55. 55. Trends & developments – II From November, Amazon launched its streaming service ‘Prime’ in the Netherlands. With €3,99 p/month, Amazon offers a lower price in the competition with Netflix. The strongest growth for Netflix seems to be history. Among non-users only 8% is still interested in a Netflix subscription. At this moment Netflix has 5.6 million active Dutch users. NLZIET, a cooperation of NPO, SBS and RTL, expands its online TV offer of movies, series and documentaries with live- and on demand TV, including international movies and shows. Source: https://www.telegraaf.nl/financieel/1079752/amazon-lanceert-prime-in-nederland | https://www.emerce.nl/interviews/interactieve-tv-programmatic-kijktijd-xite-vertweevoudigd | https://www.emerce.nl/nieuws/sterkste-groei-netflix-achter-rug | http://screenforce.nl/online-tv-dienst-nlziet-breidt-aanbod-live-en-replay-tv/
  56. 56. Trends & Developments – III : new streaming services Source: https://www.emerce.nl/nieuws/facebook-start-eigen-videodienst-watch | https://www.nrc.nl/nieuws/2017/12/14/disney-sluit-miljardendeal-met-21st-century-fox-a1584939| 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 makes a billion dollar deal with 21st Century Fox and will launch streaming service Disney buys 21st Century Fox for 52,4 billion dollars, Disney takes another step to compete with media companies as Netflix and Amazon. Earlier, Disney announced to end the distribution deal with Neflix in the U.S. to start its own streaming platform.
  57. 57. 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.
  58. 58. 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
  59. 59. YouTube is dominant VoD channel followed by Netflix. After taking over HBO in 2017, Ziggo GO becomes main VoD channel at third place. Source: GfK DAM, base: 13+, average monthly reach 2016 – 2017 | Ziggo GO includes Ziggo GO App & Ziggogo.tv 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Jan '16 Feb '16 Mar '16 Apr '16 Mei '16 Jun '16 Jul '16 Aug '16 Sep '16 Oct '16 Nov '16 Dec '16 Jan '17 Feb '17 Mar '17 Apr '17 Mei '17 Jun '17 Jul '17 Aug '17 Sep '17 Okt '17 Nov '17 Dec '17 Video on Demand – average monthly reach YouTube Netflix Ziggo GO RTL XL NPO gemist KIJK.nl Pathe
  60. 60. Netflix is especially popular among younger age groups, whereas Ziggo GO shows slightly older profile. Source: DAM 13+, 2017 (average monthly reach) | SKO 13+, 2017 Q3, all day, average monthly reach within period |Ziggo GO includes Ziggo GO App & Ziggogo.tv 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 STER: 96% RTL: 96% SBS: 96% STER: 92% RTL: 92% SBS: 92% STER: 98% RTL: 97% SBS: 98% STER: 99% RTL: 99% SBS: 99% STER: 96% RTL: 96% SBS: 96% STER: 95% RTL: 95% SBS: 95%
  61. 61. Watching TV on smartphone is gaining popularity Source: “Trends in Digital Media”, GfK Intomart, Dec 2017, base: online population 13+ (N=1,204) | Source: GWI on-demand media service Q3 2016 – Q4 2017, base: NL 16+ 21% 30% 21% 27% 0% 5% 10% 15% 20% 25% 30% 35% 40% Desktop (PC) Laptop/Netbook Smartphone Tablet Devices used by people to watch television Dec 13 Dec 14 Dec 15 Dec 16 Dec 17
  62. 62. 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+
  63. 63. NPO programs are the most popular for catch-up TV Date Program top 10 Channel GRP’s 1 27-11-2017 Geheime Dagboek van Hendrik Groen NPO 1 5 2 11-02-2017 Wie is de mol? NPO 1 5 3 03-02-2017 Flikken Maastricht NPO 1 4 4 16-04-2017 Boer zoekt vrouw internationaal NPO 1 3 5 20-01-2017 Ik Vertek NPO 1 3 6 10-09-2017 Heel Holland Bakt NPO 1 3 7 22-01-2017 Zondag met Lubach NPO 3 3 8 08-07-2017 Beste zangers NPO 1 3 9 12-10-2017 Expeditie Robinson RTL5 3 10 31-12-2017 Youp: Oudejaarsconference Vloek en een zucht NPO 1 3 Source: SKO, best watched catch-up tv shows via television,+ 02:00-26:00 UUR, 13+, 2017
  64. 64. 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
  65. 65. Spinnin Records has most video views and subscribers Rank User YouTube Video Views Subscribers Category 1 Spinnin Records 12,002 MIO 20 MIO Music 2 Kwebbelkop 2,918 MIO 8 MIO Games 3 Jelly 2,629 MIO 7 MIO Games 4 Trap City 2,404 MIO 9 MIO Music 5 Armada Music 2,358 MIO 3 MIO Music Source: Socialblade, Top YouTubers in The Netherlands by most viewed | December 2017
  66. 66. CINEMA
  67. 67. 36 million cinema visitors in 2017 (+5%) €8.38 Average price per ticket €301.9million in ticket revenue in 2017(+5%) Trends & developments – I Source: Bioscoopmonitor 2017, Stichting Filmonderzoek
  68. 68. Trends & developments – II Source: https://www.bright.nl/nieuws/pathe-opent-4d-bioscopen-met-geur-en-beweging-nederland | https://www.nrc.nl/nieuws/2017/12/05/bij-elke-explosie-dendert-je-stoel-na-a1583822 In December, Pathé introduced 4DX-cinemas with real life effects of wind, rain and smell for a unique movie experience. Pathé De Munt in Amsterdam and Pathé De Kuip in Rotterdam are the first cinema’s to offer the movie ‘Star Wars: The Force Awakens’ in 4D.
  69. 69. 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 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 #Cinemas&FilmReleases Visitorsinmillion # Visitors (million) # Film releases Source: Bioscoopmonitor 2017, Stichting Filmonderzoek
  70. 70. Source: Jean Mineur & FoxScreen, 2017. Data based on period: 29-12-2016 to 03-01-2018. Market share of Jean Mineur has increased since extension of the network with 15 new Vue cinemas in July 2017. #locations #cinema halls #seats #visitors 2017 Pathé (incl. CineMec) 25 202 42,136 16,395,420 Kinepolis 15 103 20,198 3,268,807 Vue 21 112 21,151 4,409,260 Other 30 142 22.590 4,901,315 Total 91 (65%) 559 (75%) 106,075 (81%) 28,974,802 (85%) #locations #cinema halls #seats #visitors 2017 RSB Cinemas 6 20 2,388 806,322 Kinepolis 2 13 1,659 640,255 Other 40 152 21,076 3,591,510 Total 48 (35%) 185 (25%) 25,123 (19%) 5,038,087 (15%)
  71. 71. In 2017, ‘Despicable Me 3’ was the most visited movie Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners), annual report 2017 | https://www.volkskrant.nl/film/bioscopen-in-2017-drukbezocht-maar-nederlandse-films-zijn-een-stuk-minder-populair~a4555941/ Despicable Me 3 1,338,156 visitors Pirates of the Carribean Salazar’s Revenge 1,017,987 visitors Beauty and the Beast 850,372 visitors Fast & Furious 8 848,174 visitors The Boss Baby 801,190 visitors
  72. 72. In 2017, cinema reach per quarter seems to stabilize with more reach in Q2 compared to 2016. 0 5 10 15 20 25 30 35 40 Q1 Q2 Q3 Q4 % Reach per quarter 2016 2017 Source: Bioscoopmonitor 2017, Stichting Filmonderzoek
  73. 73. For cinema there is a clear increase in gross media spend towards the end of the year. Spends in Q2 2017 are higher compared to previous years. Source: Nielsen, 2014 – 2017 | 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 : 3,305,831 Total spend 2016 : 3,464,393 Total spend 2015 : 3,564,839 Total spend 2014 : 2,981,686
  74. 74. Cinema visits strongly increased among age groups 18-23 & 24-29. Cinema reach among oldest age groups increased but remains lowest. Source: Bioscoopmonitor 2017, Stichting Filmonderzoek 75 77 80 77 81 86 71 83 56 67 48 63 24 44 20 33 0 10 20 30 40 50 60 70 80 90 100 2007 2017 Reachnumbersih% Cinema Reach among age groups (%) 4-11 12-17 18-23 24-29 30-39 40-54 55-64 65+ 2,2 2,3 3,3 3,3 4 6,3 3,3 5,6 1,7 2,7 1,6 2,3 0,9 1,8 0,8 1,6 0 1 2 3 4 5 6 7 2007 2017 Visitfrequency Cinema visit frequency among age group 4-11 12-17 18-23 24-29 30-39 40-54 55-64 65+
  75. 75. 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 Social class % Index A 33% 144 B1 25% 111 B2 23% 110 C 10% 65 D 10% 50 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)
  76. 76. LISTENING
  77. 77. 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.
  78. 78. LISTENING Usage Motivations Radio 1. To relax and unwind (38%) 2. To keep me company (30%) 3. To be entertained (27%) Music streaming 1. To relax and unwind (15%) 2. To be entertained (11%) 3. Stop being bored (11%) Source: PACE, Q3 2017, TA: 16+, Question: “For what reasons do you use the following things?”
  79. 79. 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 be presented by Frank van der Lende. With Giel, the market share of Veronica increased with 20% among age group 20-49 to a total market share of 5.3% in December 2017. Giel Beelen to Radio Veronica Source: https://nos.nl/artikel/2190466-giel-beelen-naar-radio-veronica.html | | https://www.nu.nl/media/5055539/marktaandeel-radio-veronica-stijgt-introductie-ochtendshow-giel-beelen.html
  80. 80. Trends & developments – II According to radio channels, podcasts are getting more popular lately. The supply and variety of podcasts has increased considerably. The popularity of podcasts Source: https://www.nrc.nl/nieuws/2017/03/28/blijven-wachten-op-een-doorbraak-7524052-a1552074 | Source: GlobalWebIndex, 2017, Base Internet Users NL16+ | https://www.iculture.nl/nieuws/apple- podcast-analytics-beta-start/ 10% of the Dutch population listened to a podcast in the last month What are podcasts? A podcast is an audio file that people can listen to whenever they want. On platforms as Podcast, iTunes, Sound Cloud and Stitcher it is possible to listen and subscribe to these audio files for free. Apple introduces ‘Podcast Analytics’ With Apple’s Podcast Analytics creators of podcasts have the ability to get insights about listening time such as the percentages of people who completely listened an episode and the moments when people quit the podcast.
  81. 81. Trends & developments – III Apple is taking over music service Shazam. The app recognizes song titles based on phone recordings. It remains unclear if Apple will cancel current partnerships with Spotify and Deezer. Amazon introduces a new streaming service in the Netherlands: Amazon Music Unlimited. Users can stream music, without advertising, with a subscription for €9.99 per month. Source: https://tracking.emerce.nl/nieuws/apple-bevestigt-overname-shazam| https://androidworld.nl/apps/amazon-music-unlimited-nu-ook-beschikbaar-nederland/ | https://www.adformatie.nl/nieuws/talpa-komt-met-een-salesorganisatie-oms-verdwijnt Talpa has a new sales organization: Talpa Media Solutions. Talpa Media Solutions is a aggregation of SBS, OMS and Talpa Radio. This means that the brand OMS will disappear.
  82. 82. Dutch radio stations with advertising possibilities (I/II) STER Talpa Media Solutions Q-Music NL TMG Source: retriever.nl, Q4 2017
  83. 83. Dutch radio stations with advertising possibilities (II/II) E-power advertising* FD Mediagroep ORN* Online stations (22) Source: retriever.nl, Q4 2017 * ORN (government) and E-Power are responsible for approximately 30 regional stations
  84. 84. Listening time is slightly decreasing over time, mainly because of a decline among the younger age groups (10-39). Source: NLO, 2014-2017 Jan – Dec, All day, listening time in minutes per day 164 88 134 186 209 0 50 100 150 200 250 10+ 10--24 25-39 40-54 55+ Listening time FM per day (minutes) 2014 2015 2016 2017
  85. 85. Sky radio and NPO Radio 2 show high peak in December because of special end year playlists. Radio 10 keeps increasing whereas NPO 3FM continues to decrease. 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Market share (%) Jan-Feb 2017 Mar-Apr 2017 May-Jun 2017 Jul-Aug 2017 Sep-Oct 2017 Nov-Dec 2017 Source: NLO, 2017 Jan - Dec - 2017 Sep-Oct. Base: NL 10+
  86. 86. 0 20 40 60 80 100 120 140 160 180 200 MediaSpend(inMillions) Gross Media Spend 2016 2017 +11% +32% +60% -22% +30% +11% Source: Nielsen, 2016 – 2017. Gross spend for radio only. Gross media spend for Q-music, Sky Radio, Veronica and SLAM show strongest increase. Again there was a decrease in spend for NPO 3FM.
  87. 87. 0 10 20 30 40 50 60 70 80 90 100 January February March April May June July August September October November December Mediaspend(inmillions) Gross media spend Radio 2013 2014 2015 2016 2017 Source: Nielsen, 2014 – 2017. Gross spend for radio only. Total spend 2017 : € 189,730,821 Total spend 2016 : € 180,901,749 Total spend 2015 : € 167,327,821 Total spend 2014 : € 159,898,008 Seasonality of radio shows low spend during Summer period and high peak in Q4 (Christmas and top lists at the end of the year). Most radio vendors use monthly indices in their rate card that reflect this seasonality.
  88. 88. Brand Category Gross radio spend 2017 1 Renault Automotive € 25,206,916 2 Ziggo Telecom € 18,628,931 3 Kruidvat Retail € 18,098,031 4 Lidl Retail € 16,237,454 5 T-Mobile Telecom € 15,469,674 6 Aldi Retail € 15,461,944 7 Volkswagen Automotive € 14,422,882 8 Opel Automotive € 11,863,122 9 KPN Telecom € 10,189,703 10 Mercedes Benz Automotive € 10,077,185 Source: Nielsen, 2017. Gross spend for radio only. Retail and automotive category is well represented within top 10 radio advertisers
  89. 89. Some clutter in channels aimed at older male audiences. A young and more female station is missing in the radio landscape. Source: NLO, 2017, 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
  90. 90. More than three-quarters of audio listening still consists out of radio 76% 13% 5% 4% 2% Share listening time Live radio (144 minutes) Music streaming (24 minutes) Own music (10 minutes) YouTube (8 minutes) Podcasts (3 minutes) TV music channel (1 minutes) Source: GfK NLO Audio Distributie Onderzoek 2017 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Listening per device (%) Radio/Stereo TV Portable Radio Desktop Laptop Smartphone Mediaplayer Alarm clock Car Tablet Streaming Audioplayer
  91. 91. 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 2017: 27.8% Audio platform that originally enables sound creators to share their created sounds. Streaming music available for free or through paid subscription. Average monthly reach 2017: 3.9% Music streaming service for web and app. Spot advertising within playlist possible. Free and paid subscription options. Average monthly reach 2017: 1.6% 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 2017: 29% Source: Spotify | DAM 2017, TA: 13+
  92. 92. TV is the most popular device for radio listening, but there is a strong increase for listening radio on streaming- network audio player. 0% 5% 10% 15% 20% 25% 30% 35% 40% Dec '12 Dec '13 Dec '14 Dec'15 Dec'16 Dec'17 %Indicatestolistenviadevice Digital radio listening Desktop Laptop Smartphone Tablet Television* Streaming- network audioplayer Source: “Trends in Digital Media”, GfK Intomart, Dec 2017, base: online population 13+ (N=1,204)*Television was previously reported as SettopBox.
  93. 93. Most time spent on online radio via TV. Radio apps are becoming more popular, but Spotify remains dominant. 122 75 66 33 32 22 0 50 100 150 200 250 300 350 400 Average minutes per week TV Streaming-/network player Desktop Smartphone Laptop Tablet 0% 5% 10% 15% 20% 25% 30% SLAM! Radio 10 Nederland.fm 100%NL NPO 3FM Q-music Sky Radio NPO radio 1 Radio 538 NPO radio 2 Spotify Radio Apps (downloaded) Tablet (n=776) Smartphone (n=1064) Source: “Trends in Digital Media”, GfK Intomart, Dec 2017, base: online population 13+ (N=1,204) “Trends in Digital Media”, GfK Intomart, Dec 2017, base: owners of tablet and/or smartphone and at least one app
  94. 94. READING
  95. 95. 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.
  96. 96. READING Usage Motivations Print 1. To keep me up-to-date (37%) 2. Gives me something to talk about (31%) 3. Find information about products (16%) Online news 1. To keep me up-to-date (47%) 2. Gives me something to talk about (33%) 3. Find information about products (22%) Source: PACE, Q3 2017, TA: 16+, Question: “For what reasons do you use the following things?”
  97. 97. Trends & developments – I After NRC, also ‘De Telegraaf´ is leaving Blendle Premium. ´De Telegraaf´ claims that Blendle is acting too much as a publisher by selling a combination of articles. Besides, ‘De Telegraaf’ believes that the price for these articles is too low. Hearst has taken over Gruner + Jahr Media (Glamour, Vogue, Jan, Quest, National Geographic) and strengthens its position in the (digital) magazine market for high-end luxury. The battle between Talpa and Mediahuis concerning TMG has come to an end. John de Mol sells his remaining minority interest of 29% in TMG to Mediahuis (but gets full ownership of Talpa Radio). Source: https://www.villamedia.nl/artikel/telegraaf-uit-blendle-premium | http://www.nederlandsmedianieuws.nl/media-nieuws/Hearst-neemt-GJ-over/ | https://www.emerce.nl/nieuws/mediahuis-krijgt- tmg-volledig-handen
  98. 98. Trends & developments - II From the 1st of January 2018 the JA/JA sticker is introduced in Amsterdam which requires households to place this sticker on their mailbox if they wish to receive door drops. The City expects to save 1.8 MIO kilo’s of paper per year. The industry fears that only a minority of the consumers is willing to do this, which will possible cause big losses for distributors, print shops and advertisers. Despite a decrease in media spend for magazines, there seems to be a growing interest for Native Advertising. According to global research of FIPP and the Native Advertising Institute, currently 21% of all advertising revenues worldwide is a result of native advertising. Publishers expect this to be 40% in 2020. Source: http://www.marketingtribune.nl/bureaus/nieuws/2017/11/amsterdam-wint-rechtszaak-tegen-folderaars-om-ja-ja-sticker/index.xml | http://www.bladendokter.nl/native-advertising-40- inkomsten-magazines-2020 )/
  99. 99. Source: NOM, 2010 – 2017 0 1 2 3 4 5 6 7 8 9 10 2010 2011 2012 2013 2014 2015 2016 2017 Totalcirculation(inMillions) Circulation figures Newspapers Payed circulation Free circulation Steady trend of declining newspaper circulation - 4% - 10% - 7% - 7% - 10% - 5% - 9%
  100. 100. The growth of digital use of newspapers seems to have stagnated over the last year across all devices, except for mobile. 38% 20% 20% 35% 22% 24% 39% 27% 28% 36% 27% 27% 37% 30% 27% Pc/Laptop Mobile Tablet 2013 2014 2015 2015 II - 2016 I 2017 Source: NPDM releases: 2013 – 2017, base: total NL 13+ Digital use of newspapers
  101. 101. National newspapers lead print circulation 1,381 1,115 267 - 200 400 600 800 1.000 1.200 1.400 1.600 2017 X1,000 Moving year average circulation figures (in ‘000s) National newspapers Regional newspapers Free sheets Source: NOM, 2017 Q1 – 2017 Q4 | moving year average circulation figures. Based on print only (all paid-for and free-of-charge circulation)
  102. 102. Top 10 ranking Title Newspaper type Total paid circulation 2017 Total circulation 2017 1 De Telegraaf National 353,009 393,537 2 AD National 297,823 341,249 3 Metro Free .0 267,158 4 de Volkskrant National 210,685 240,336 5 NRC Handelsblad National 130,793 139,492 6 De Limburger Regional 117,182 122,269 7 De Gelderlander Regional 101,561 111,311 8 Trouw National 86,659 98,967 9 De Stentor Regional 87,510 96,008 10 Noordhollands Dagblad Regional 92,147 95,767 De Telegraaf is leading in terms of print circulation Source: NOM, 2017 annual moving average circulation figures for newspapers. Based on print only (all paid-for and free-of-charge circulation), excluding digital circulation figures.
  103. 103. 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)
  104. 104. NU.nl has the highest reach, NOS the highest visit frequency. No. Top 10 online News brands 2017 Reach (%) Reach (‘000) # Visits (‘000) Avg visit frequency 1 NU.nl 49.6% 7,096 155,873 22% 2 NOS 43.2% 6,181 156,495 25.3% 3 AD 41.5% 5,937 104,211 17.6% 4 Telegraaf 35.3% 5,057 124,739 24.7% 5 RTL Nieuws 22% 3,149 34,534 11% 6 De Volkskrant 17.7% 2,538 21,341 8.4% 7 NRC 9.4% 1,346 7,252 5.4% 8 Telesport 2.5% 355 1,057 3% 9 Metro 7.3% 1,041 2,159 2.1% 10 Trouw 6.3% 904 3,869 4.3% Source: GfK DAM, base: 13+, average monthly reach 2017 across all platforms
  105. 105. 0 10 20 30 40 50 60 2014 HY1 2014 HY2 2015 HY1 2015 HY2 2016 HY1 2016 HY2 2017 HY1 2017 HY2 % Average monthly reach Digital reach of news titles is growing over the last years. NOS and AD seem to come closer towards number one position of NU. Source: GfK DAM, base: 13+, average monthly reach 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 Grossspend(inMillions) Seasonality newspapers 2013 2014 2015 2016 2017* Source: Nielsen, 2013 -2017. Gross spend only. *Note that improved Nielsen registration of newspaper spend in 2017 explains increase compared to previous years. Total spend 2017 : € 220,175,642 Total spend 2016 : € 183,749,047 Total spend 2015 : € 266,100,195 Total spend 2014 : € 270,525,217 There are light seasonality patterns with slightly lower spends in Summer months. Improved Nielsen registration of newspaper spend in 2017 explains increase compared to previous years.
  107. 107. No. Brand Category Newspapers gross spend 2017 1 Corendon Travel € 32,553,751 2 Koopjedeal.nl Discount € 28,319,501 3 Kras Reizen Travel € 25,791,641 4 Stip Reizen Travel € 25,297,335 5 Zadkine Media € 16,066,575 6 Bolderman Travel € 14,211,959 7 NRC Media € 14,166,274 8 Effeweg Travel € 12,459,066 9 Stella Bikes € 11,139,743 10 BNR Media € 9,938,778 Travel brands are dominating the Top 10 advertisers in newspapers Source: Nielsen, 2017 | Gross spend for newspapers only.
  108. 108. 0 20 40 60 80 100 120 140 160 Mediaspend(inmillions) Gross media spend Newspapers 2016 2017 +44% +76% +44% -22% Source: Nielsen, 2016 – 2017. Gross spend for newspapers only. *NRC Doordeweeks is a combination of NRC Handelsblad en NRC Next +64% +77% -26% +46% -27% De Telegraaf shows a significant decrease in gross media spend, whereas all Persgroep titles show an uplift. Improved Nielsen registration of newspaper spend in 2017 explains overall increase compared to 2016.
  109. 109. Over the last years, circulation of magazines has declined. However, the figures stabilized in 2017 compared to 2016. Source: NOM, 2010 – 2017 0 10 20 30 40 50 60 70 2010 2011 2012 2013 2014 2015 2016 2017 TotalcirculatedMagazines(inMillions) Circulation figures Magazines Payed circulation Free circulation - 10 % - 5 % - 8 % 0% - 7 % - 12 % - 4 %
  110. 110. Family and culinary show highest circulation figures 0 500 1000 1500 2000 2500 3000 3500 4000 4500 Total circulation 2017 (in ‘000s) Source: NOM, 2017 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 Paid circulation 2017 Total circulation 2017 1 Kampioen Family 3,400,248 3,400,248 2 Allerhande Culinary sponsored 0 2,019,978 3 Boodschappen Culinary sponsored 0 1,897,856 4 Eigen Huis magazine Home decoration, gardening & DIY 759,529 759,529 5 &magazine Newspaper magazines 0 642,302 6 Burgerkracht Special interest 0 494,853 7 Vrouw Women’s 0 479,981 8 AD Magazine Newspaper magazines 0 388,905 9 Volkskrant Magazine Newspaper magazines 0 353,377 10 Libelle Women’s 273,195 278,802 Source: NOM, 2017 annual moving average print circulation figures for magazines
  112. 112. Source: NOM Print & Doelgroep Monitor 2017, base: total NL 13+ (N= 17.081) Many women’s magazines in top 10 magazines 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 Grossmediaspend(inmillions) Seasonality Magazines 2013 2014 2015 2016 2017 Source: Nielsen, 2013 – 2017. Gross spend for consumer magazines only. Total spend 2017 : € 81,707,298 Total spend 2016 : € 86,143,886 Total spend 2015 : € 92,634,899 Total spend 2014 : € 97,380,984 Ad spend in magazines peaks in Spring and in Q4
  114. 114. No. Brand Category Gross spend 2017 1 ANWB Service € 4,928,900 2 Sanoma Media € 4,343,796 3 Hollands Nieuwe Telecom € 4,069,101 4 Albert Heijn Retail € 3,788,625 5 Voordeeluitjes Discount € 3,755,054 6 Otolift Apparatus € 3,322,744 7 Elsevier Media € 3,280,178 8 Unox FMCG € 2,334,310 9 Libelle Media € 2,132,151 10 Cookloveshare.nl Media € 2,015,629 Source: Nielsen, 2017 . Gross spend for consumer magazines only. Media brands are well represented in top 10 based on spends
  115. 115. 0 5 10 15 20 25 30 35 40 Mediaspend(inmillions) Gross media spend magazines 2016 2017 -15% -12% +11% +21% Source: Nielsen, 2016 – 2017. Gross spend for consumer magazines only. Decrease in spend for magazine titles Allerhande and Veronica. However, most titles show positive figures compared to 2016. +17% +21%
  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+ Heavy users 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. 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
  119. 119. COMMUNICATING
  120. 120. 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.
  121. 121. COMMUNICATING Usage Motivations Mobile 1. To socialize (41%) 2. Stop being bored (40%) 3. To be entertained (37%) PC/Laptop/Tablet 1. Information about products (67%) 2. To keep me up-to-date (60%) 3. To learn new things (58%) Game consoles 1.To relax and unwind (23%) 2. To be entertained (23%) 3. Stop being bored (22%) Social networking 1. To socialize (49%) 2. To keep me company (35%) 3. To be entertained (34%) Source: PACE, Q3 2017, TA: 16+, Question: “For what reasons do you use the following things?”
  122. 122. Social media SOCIAL MEDIA
  123. 123. Trends & developments – I The popularity of Instagram among companies is rising fast. In December 2017, 25 MIO companies are using Instagram worldwide which is an increase of 10 MIO compared to 6 months before. Snapchat launched a new version to make the platform more user-friendly by separating messages of friends and advertising. In the US, Facebook has launched ‘Messenger Kids’, a chat platform for children. The app enables parents to monitor these conversations. According to Statistics Netherlands (CBS), elderly are increasingly using social media. In age group 65-75, 64% has been active on social media in the last three months. Source: https://www.emerce.nl/nieuws/25-miljoen-bedrijven-instagram | https://www.emerce.nl/nieuws/snap-vernieuwt-app | https://newsroom.fb.com/news/2017/12/introducing-messenger-kids-a-new-app-for- families-to-connect/ | https://www.emerce.nl/nieuws/steeds-meer-ouderen-sociale-media
  124. 124. Source: Newcom, Dutch National Social Media Survey 2018, TA: 15+ Instagram is fastest growing social media platform, increase of Facebook usage has stabilized. Social media usage
  125. 125. Highest usage for WhatsApp and Facebook. Pinterest has surpassed Twitter in usage. Main platforms: 4.1 million Dutch people use Instagram, 2.1 million use it daily 4.4 million Dutch people use LinkedIn, 0.5 million use it daily 8.0 million Dutch people use YouTube, 2.2 million use it daily 10.8 million Dutch people use Facebook, 7.6 million use it daily 11.5 million Dutch people use Whatsapp, 8.3 million use it daily Source: Newcom, Dutch National Social Media Survey 2018, TA: 15+ Other platforms: 0.2 million Dutch people use Foursquare , 68 K use it daily 0.2 million Dutch people use WeChat, 106 K use it daily 0.4 million Dutch people use Tumblr, 137 K use it daily 2.4 million Dutch people use SnapChat, 1.334 K use it daily 2.8 million Dutch people use Twitter, 1.014 K use it daily 3.0 million Dutch people use Pinterest, 871 K use it daily
  126. 126. Instagram, Tumblr and especially Snapchat are mainly used by younger age groups. Source: GfK DAM, base: 13+, 2017 8% 12% 5% 31% 6% 6% 59% 35% 29% 29% 30% 38% 28% 15% 31% 36%30% 32% 34% 21% 31% 29% 7% 17%24% 21% 25% 8% 26% 34% 3% 10%10% 6% 6% 2% 9% 17% 0% 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+
  127. 127. Account ownership of Facebook is stagnating, but active usage is still increasing and recovers from dip in 2014. Source: GlobalWebIndex, 2012 – 2017, Base Internet Users NL16+ 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 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
  128. 128. Account ownership of LinkedIn is stable, but active usage is increasing Source: GlobalWebIndex, 2012 – 2017, Base Internet Users NL16+ 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 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
  129. 129. Successful year for Instagram with strong increase of account ownership and activity within all age groups Source: GlobalWebIndex, 2013 – 2017, Base Internet Users NL16+. Instagram data is available from 2013 Q2 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 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
  130. 130. Active usage of YouTube shows an enormous peak in 2017, account ownership is further increasing as well. Source: GlobalWebIndex, 2012 – 2017, Base Internet Users NL16+ 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 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
  131. 131. Account ownership of Twitter is stable, activity among people older than 35 is slightly increasing. Source: GlobalWebIndex, 2012 – 2017, Base Internet Users NL16+ 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 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
  132. 132. Social Media in The Netherlands: privacy concerns are still an issue Source: Newcom, Dutch National Social Media Survey 2018, 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
  133. 133. SURFING ONLINE
  134. 134. Trends & developments – I Google Chrome will launch an ad blocker in early 2018 that will block ads which do not meet the criteria of the ‘Coalition for Better Ads’ (consisting of publishers, media agencies and advertisers). The most disruptive and annoying ads will no longer be visible for digital consumers. 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 some 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: https://www.emerce.nl/nieuws/adblocker-google-chrome-half-februari-actief| http://marketingtribune.nl/media/nieuws/2017/05/adverteerders-boycotten-seksistisch-geenstijl/index.xml | https://www.adformatie.nl/nieuws/steeds-meer-adverteerders-boycotten-youtubegoogle |
  135. 135. Trends & developments – II: GDPR Source: https://www.adformatie.nl/privacy/wat-zijn-de-rechten-en-plichten-van-de-gdpr-straks The current Dutch Cookie law will 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.
  136. 136. 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 – III . 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
  137. 137. 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+
  138. 138. 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. Source: GlobalWebIndex, 2017, Base Internet Users NL16+ (N= 1300), Have done in the past month 47% 51% 53% 54% 59% 61% 64% 66% 70% 74% Searched for a product or service you want to buy Used a map or directions service / app Used an internet banking service Visited a news website / app / service Used a chat or instant messaging service / app Uploaded / shared a photo Checked the weather online Used a webmail service to access, read or send emails Visited / used a search engine Visited / used a social network Top 10 - Mobile 49% 50% 56% 57% 58% 62% 67% 68% 69% 77% Watched a video clip or visited a video-sharing site Used an online encyclopedia such as Wikipedia Visited a news website / app / service Checked the weather online Purchased a product online Used an internet banking service Used a webmail service to access, read or send emails Visited / used a social network Searched for a product or service you want to buy Visited / used a search engine Top 10 - PC / Laptop 14% 14% 15% 18% 21% 22% 22% 22% 26% 31% Used a map or directions service / app Used an online encyclopedia such as Wikipedia Used an internet banking service Watched a video clip or visited a video-sharing site Visited a news website / app / service Searched for a product or service you want to buy Checked the weather online Used a webmail service to access, read or send emails Visited / used a social network Visited / used a search engine Top 10 - Tablet
  139. 139. In 2017, the # of apps stabilizes at 28 (mobile) and 24 (tablet) 0 10 20 30 40 50 Smartphone Average number of mobile apps 2011 2012 2013 2014 2015 2016 2017 0 10 20 30 40 50 Tablet Average number of tablet apps 2011 2012 2013 2014 2015 2016 2017 Average # of apps on mobile in 2017: 28 Source: “Trends in Digital Media”, GfK Intomart, Dec 2017, base: online population 13+ (N=1,204) Average # of apps on tablet in 2017: 24
  140. 140. Google is leading in terms of reach Source: GfK DAM, base: 13+, average monthly reach 2017 (all platforms) No. Top 10 brands Average monthly reach 1 Google (excl YT) 91% 2 Facebook 84% 3 Google Search 82% 4 YouTube 81% 5 Google Maps 74% 6 WhatsApp Messenger 67% 7 Gmail 58% 8 Bol.com 57% 9 Marktplaats 56% 10 Facebook Messenger 54%
  141. 141. For mobile, all apps in top 10 belong to Google or Facebook. Source: GfK DAM, base: 13+, average monthly reach 2017 28% 28% 30% 32% 39% 44% 47% 47% 52% 67% Instagram Drive Google Play-services Gmail Google Search Facebook Messenger Google Maps YouTube Facebook WhatsApp Messenger Overall top smartphone apps Phone Reach % 13% 13% 17% 17% 19% 20% 21% 30% 33% 34% AD.nl Yahoo Apple Music Gmail Google Maps Facebook Messenger Google Search Google Facebook YouTube Overall top tablet apps Tablet Reach %
  142. 142. In 2017, CoolBlue had by far the highest digital spend* No. Brand Category Gross spend 2017 1 Coolblue Electronics € 46,795,929 2 McDonalds Fastfood € 13,470,786 3 Fisher Investments Finance € 11,561,819 4 Tweakers.Net Media € 9,736,775 5 AD Media € 9,641,409 6 SNS Finance € 8,070,267 7 Vodafone Telecom € 7,363,822 8 Dela Insurance € 7,027,293 9 Renault Automotive € 6,805,056 10 Samsung Electronics € 6,711,823 Source: Nielsen, Q1-Q4 2017. * Note: online spend without taking into account social, SEA and in-app advertising.
  143. 143. 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
  144. 144. Currently, 59% of all digital ads are in view and 39% 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 Visibility Benchmarks *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 Q4 2017 DMA visibility benchmarks In View* Quality View*
  145. 145. Search Advertising: SEA vs. SEO Paid Search Results (SEA) Organic Search Results (SEO) Rich snippet (SEO) Google Shopping (SEA)
  146. 146. Search advertising: New ways to search by voice and image Source: Global Web Index: 2017, base: All adults 16+ (N= 1300) 10,7% used voice search or voice command tools In last month
  147. 147. Overall, the usage of Ad Blockers is slightly increasing over time Source: GlobalWebIndex, 2017, Base Internet Users NL16+ 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 2014 2015 2016 2017
  148. 148. Worries about privacy have increased among teenagers and millennials Source: Ruigrok NetPanel, What’s happening 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
  149. 149. Strong growth figures for online consumer spends and purchases 8.200 9.000 9.800 10.600 13.730 16.090 20.060 22.500 6 7 8 9 10 11 12 13 14 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 trends +13% Top 5 branches annual increase in online spend 2017 24% 25% 30% 35% 46% Clothing Footwear & Personal Lifestyle Home & Garden Food/Nearfood Health & Beauty Source: Thuiswinkel Marktmonitor 2010 – 2017 Online spends 2017: 22.5 billion (+ 13%) Number online purchases 2017: 201.7 million (+ 17%) Number online buyers 2017: 13.3 million +25% millions
  150. 150. ON THE GO
  151. 151. 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.
  152. 152. Trends and developments Jeroen Hillenaar is back in the Out of Home business with ‘Hillenaar Outdoor’. The new publisher has a big network with more than 700 shelters, billboards and digital screens in cities such as Rotterdam and Leiden. Besides, Hillenaar Outdoor aims to reach young people with their TENQ network at 193 secondary schools. ExterionMedia has launched 20 touchscreens in several cities in addition to their shopping-center network. With the touch screens it is possible to play games, to watch 360 videos or to make (and share) selfies. Source: https://nederlandsmedianieuws.nl/outdooradvertising/outdoor-advertising-nieuws/Back-in-business-Jeroen-Hillenaar-start-Hillenaar-Outdoor/ | https://www.retriever.nl/medianieuws/nieuw-bij-exterion- media-touchscreens/
  153. 153. Factsheet Outdoor Source: VivaKi, December 2017 Publisher Objects Location JCDecaux Ad shells/6s, billboards, digital screens, odd-sized objects, trams Bus and tram stations ExterionMedia Ad shells/6s, billboards, digital screens, 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 Hillenaar Outdoor Ad shells/6s, billboards, digital screens, mast Streets, highway, schools 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
  154. 154. Total reach per vendor is highest for age group 20-34. JCDecaux is dominant in billboard advertising. 70% 78% 79% 69% 65% 61% 68% 74% 77% 70% 69% 58% 73% 80% 89% 74% 70% 63% 22% 25% 25% 22% 21% 19% 0% 20% 40% 60% 80% 100% 13-75 13-29 20-34 35-49 50-64 65-75 Shelters Exterion (5,987 sides) JCDecaux (10,348 sides) Clear Channel (8.092 sides) MMD (650 sides) 31% 38% 39% 29% 29% 28% 59% 61% 63% 61% 56% 52% 38% 40% 42% 39% 36% 32% 11% 12% 13% 11% 10% 9% 0% 20% 40% 60% 80% 100% 13-75 13-29 20-34 35-49 50-64 65-75 Billboards* Exterion (1.064 sides) JCDecaux (755 sides) Clear Channel (372 sides) MMD (132 sides) Source: BRO, December 2017, database version CAFAS 21.1 | Reach is based on total sights per vendor. |* From Q4, Exterion has digital screens in stead of billboards.
  155. 155. 0% 10% 20% 30% 40% Share of gross media spend OOH 2013 2014 2015 2016 2017 Outdoor market is dominated in spend by 4 main players Source: Nielsen, 2013 – 2017. Gross spend for out of home only. Others
  156. 156. Outdoor advertising shows pretty stable levels of ad spend through the year. Higher spend in Q4 2017 compared to previous years. Source: Nielsen, 2013 – 2017. Gross spend only 0 10 20 30 40 50 60 70 January February March April May June July August September October November December Outofhome grossmediaspendinmillions Out of Home Seasonality 2013 2014 2015 2016 2017 Total spend 2017: € 128,815,740 Total spend 2016: € 124,190,866 Total spend 2015: € 115,064,773 Total spend 2014: € 125,583,081
  157. 157. Brand Category Gross spend 2017 1 T-Mobile Telecom € 16,069,996 2 McDonalds Fastfood € 14,907,494 3 Tele2 Telecom € 10,230,030 4 Aldi Retail € 6,781,391 5 Albert Heijn Retail € 6,366,826 6 Kruidvat Retail € 5,715,498 7 Samsung Electronics € 5,267,328 8 KPN Telecom € 4,677,388 9 Allsecur Insurance € 4,576,772 10 Corendon Travel € 4,410,259 Source: Nielsen, 2017. Gross spend only. T-Mobile has the highest (gross) media spend within OOH advertising. Telecom and Retail companies are strongly represented in Top 10.
  158. 158. Street shelterMast Billboard Standard formats
  159. 159. Aerial advertisingScaffold Sampling Alternative formats I
  160. 160. Alternative formats II Public transport Street objects Toilet advertising
  161. 161. Share of Spend for Digital Out of Home is showing significant growth 89% 11% 2017 OOH DOOH 91% 9% 2016 OOH DOOH 100% 2015 OOH DOOH It is expected that the increase in gross spends will continue in 2018. PwC Outlook predicts that in 2019 the share of spends of DOOH will rise to 40% of the total OOH market. Source: Nielsen 2015-2017, Gross OOH spends | PwC Global entertainment and Media Outlook 2017-2021 Gross media Spend
  162. 162. New opportunities for targeting 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. Source: Vivaki Digitale Out of Home Update, 2017 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. Based on human behavior, Locomizer creates profiles and assigns identities to places using geo-location data. In other words, they establish a relationship between a place and the people that go there. This location targeting ensures that specific audiences can be reached.
  163. 163. 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
  164. 164. APPENDIX
  165. 165. TV audience measurement I ‘Stichting KijkOnderzoek’ (SKO) is the primary provider of the official television audience ratings in the Netherlands. SKO is a non-profit organization, organized as a Joint Industry Committee (JIC). 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
  166. 166. 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
  167. 167. 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.
  168. 168. Radio audience measurement NLO is a non-profit organization, organized as a Joint Industry Committee (JIC). The radio audience ratings are based on 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.
  169. 169. 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.
  170. 170. Out of home audience measurement I ‘Het Buitenreclame Onderzoek’ (BRO) is the primary provider of the official OOH audience ratings in the Netherlands. 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).
  171. 171. 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
  172. 172. 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.
  173. 173. Media:tijd & Crossmedia:tijd 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.
  174. 174. 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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