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Dutch Media Landschap 2017 Q2 update by Starcom

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An overview of the Dutch media landscape; 2017 Q2 update

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Dutch Media Landschap 2017 Q2 update by Starcom

  1. 1. WHAT’S NEW Q2 2017 Viewing time of linear TV is declining. However, this has not affected gross media spend. It’s even expected that TV spend will further increase over the next years. Cinemas are experimenting with different forms of mobile user interactivity. In this quarter, the growth of Apple Music is exponential. Q-music DJ’s Mattie & Wietze are not longer a duo. The market share of Q-music decreased from 9.4% to 8.9%. Instagram’s stories-feature now has more users than Snapchat. Commotion around sexual content on Dumpert and GeenStijl brought up discussion about programmatic buying and advertisers’ responsibility for editorial content. Newspapers are read more often on mobile phone than previous years. FD and NRC.next show relatively high share of online reach. With the forthcoming 2018 European privacy law (GDPR) the digital world is preparing for a possible change in way of working.
  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. 2,502 2,906 4,644 4,815 2.26 2.17 1.0 1.3 1.6 1.9 2.2 2.5 0 2,000 4,000 6,000 8,000 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Averageno.peopleinHH #HH(in‘000s) Household (HH) size Single person household Multiple person household Average no. of people in HH 16.358 16,000 16,200 16,400 16,600 16,800 17,000 17,200 Thousands Population (in ‘000) 39.2 41.5 35 37 39 41 43 45 Average age Source: CBS, Statline, September 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 Q2 the Dutch consumer confidence index stabilized around 125, which is the highest level in 10 years and indicates optimism. Source: CBS, Statline, 2017 -50 -40 -30 -20 -10 0 10 20 30 2008Jan 2008Mar 2008May 2008Jul 2008Sep 2008Nov 2009Jan 2009Mar 2009May 2009Jul 2009Sep 2009Nov 2010Jan 2010Mar 2010May 2010Jul 2010Sep 2010Nov 2011Jan 2011Mar 2011May 2011Jul 2011Sep 2011Nov 2012Jan 2012Mar 2012May 2012Jul 2012Sep 2012Nov 2013Jan 2013Mar 2013May 2013Jul 2013Sep 2013Nov 2014Jan 2014Mar 2014May 2014Jul 2014Sep 2014Nov 2015Jan 2015Mar 2015May 2015Jul 2015Sep 2015Nov 2016Jan 2016Mar 2016May 2016Jul 2016Sep 2016Nov 2017Jan 2017Mar 2017May 2017Jul 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. All economic indicators show positive development since 2014. However, it is expected that the rising inflation will start to damp individual purchasing power. Key Economic Indicators NL 2011 2012 2013 2014 2015 2016 2017** 2018** Inflation 2.3% 2.5% 2.6% 0.3% 0.2% 0.1% 1.6%** 1,4%** Economic growth 1.2% -1.7% -0.2% 1.4% 2.0% 2.1% 2.1%** 1,8%** Purchasing power* -1.0% -1.9% -1.4% 1.2% 1.2% 2.7% 0.1%** 0.1%** Unemployed (in ‘000s) 389 469 647 660 614 538 445** 430** Unemployment % 5.4% 5.3% 7.3% 7.4% 6.9% 6.0% 4.9%** 4.7%** Source: CPB, Kerngegevenstabel 2012- 2015 and 2013 -2018, March 2017 (** estimated figures)
  10. 10. OVERALL media and consumer stats & figures
  11. 11. Everything is SoLoMo nowadays Social Social media connects people worldwide with events, activities and each other Local Increasing ability for brands and organizations to respond to people’s whereabouts and out-of-home activities Mobile Mobile technology makes it possible to reach people anywhere, anytime Source: SMG Human Experience Strategists Center
  12. 12. TRENDS
  13. 13. 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.
  14. 14. 10 digital trends to watch in 2017: I Artificial Intelligence will not (yet) put marketers out of work Internet users still will not change their behaviors despite hacking scares Sometime in 2017, a live video will win a primetime-sized audience Chatbots 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
  15. 15. 10 digital trends to watch in 2017: II Online grocery shopping will jump in 2017 Marketers will make the move to more complex forms of attribution modeling 2017 will be the tipping point for mobile messaging apps Influencers will take a significant chunk of the ad market in 2017 VR will not be a significant marketing channel until hardware becomes more widespread Source: eMarketer Key Digital Trends for 2017, Dec 2016 Online food shopping Modeling analysis Mobile messaging Influencers Virtual Reality
  16. 16. 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
  17. 17. 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.
  18. 18. Media spend MEDIA SPEND
  19. 19. 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, 2016 | Net spend: Nielsen jaarrapport Netto Media Bestedingen 2016 | Note: For digital only net spend is available. 0 1,000 2,000 3,000 4,000 Cinema Newspapers Online Out Of Home Magazines Radio TV €millions Media spend 2016 Gross Net
  20. 20. Gross media spend stays quite stable between 2017 Q2 and 2016 Q2. In 2016 decrease compared to years before. 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 - 1.0% YoY
  21. 21. After strong decrease in media spend for newspapers, the market seems to stabilize and shows a slight increase again in 2017 Q2. 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 Q2 2017 Q2 Source: Nielsen, 2012 – 2017 Q1 | Note: digital spend not included.
  22. 22. In 2017 Q2, share of spend of TV has increased mainly at the expense of Direct Mail. Source: Nielsen, 2012 - 2017 Q2 | Note: digital spend is not included. 18% 17% 16% 16% 11% 13% 13% 7% 7% 6% 4% 3% 4% 2% 2% 2% 2% 2% 2% 2% 2% 7% 7% 7% 7% 7% 8% 7% 7% 7% 6% 6% 6% 5% 5% 9% 10% 10% 11% 12% 12% 12% 48% 48% 52% 53% 57% 55% 58% 1% 1% 1% 1% 1% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2012 2013 2014 2015 2016 2016 Q2 2017 Q2 Media mix Trade Press TV Radio Consumer Magazines Out Of Home Door Drops Direct Mail Newspapers Cinema
  23. 23. Spend of online advertising increased by 11% in revenue in 2016 41% 14% 45% Display Classifieds Search Total online ad spend 52% 16% 18% 14% Embedded Other & text links Video Interruptive Online display spend Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2016, April 2017 2016: 1,683 m€ 2015: 1,512 m€ 2016: 683 m€ 2015: 615 m€
  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 Y/YRevenuegrowth(%) Displayadvertisingthroughprogrammatic channels(m€) Trends of programmatic spend Display advertising through programmatic channels (m€) Y/Y revenue growth (%) Real Time Bidding (RTB) is an online auction for advertising space. Programmatic Trading (PT) makes it possible to monitor where, when and to whom your ads are digitally served. Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2016, April 2017 Display advertising through programmatic channels increased by 20% in 2016, totalling 225m€ in revenue.
  25. 25. 11% 13% 16% 16% 18% 17% 16% 18% 17% 15% 13% 14% 54% 55% 55% 52% 2013 2014 2015 2016 Allocation of display revenue per format Video Text links/Other Interruptive Embedded (e.g. banners) Video and rich media formats show growth over the last years. Share of spend of banners slightly decreased but remains popular. Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands 2016, April 2017
  26. 26. 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)
  27. 27. Top 10 advertisers in Q2 2017 is dominated by FMCG and retail Source: Nielsen, Q2 2017 No. Advertiser Category Gross spend Q2 2017 1 Unilever FMCG €40,546,881 2 Renault Automotive €30,018,012 3 A.S. Watson FMCG €26,044,625 4 Coca-Cola FMCG €24,868,932 5 T-Mobile Telecom €24,318,004 6 Jumbo Retail €24,271,393 7 Lidl Retail €22,920,537 8 Albert Heijn Retail €21,607,568 9 Reckitt Benckiser FMCG €20,919,261 10 Vodafone Telecom €19,196,187
  28. 28. Top 10 brands in Q1 2017 is dominated by supermarket chains Source: Nielsen, Q2 2017 No. Brand Category Gross spend Q2 2017 1 Jumbo Retail €24,271,393 2 Kruidvat Retail €23,886,435 3 Lidl Retail €22,920,537 4 Albert Heijn Retail €21,301,868 5 T-Mobile Telecom €19,585,973 6 Renault Automotive €19,012,352 7 Staatsloterij Lottery €16,163,796 8 Tele2 Telecom €14,817,812 9 Samsung Telecom €14,577,158 10 McDonalds Food €13,842,922
  29. 29. Total sponsor spend and average sponsor spend slightly decreased. Mainly sport 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 isexcluded.)
  30. 30. 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 Energie direct 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.
  31. 31. Rabobank remains the biggest sponsor by far. ING, Adidas and Ziggo show increase in gross sponsor spend. 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)
  32. 32. Time spend TIME SPENT
  33. 33. Daily time spent is highest for desktop, linear TV, mobile 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 Q2, base: All adults 13+ (N= 1258)
  34. 34. 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 watching TV is slightly decreasing and gets 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)
  35. 35. DEVICE OWNERSHIP AND USAGE
  36. 36. 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
  37. 37. 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)
  38. 38. 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)
  39. 39. Digital stats DIGITAL STATS
  40. 40. Dutch owners of phones and tablets is growing strongly, just like social usage. The number of Newspaper readers decreased. 0% 20% 40% 60% 80% 100% Broadcast TV viewers Mobile phone owners Internet users Radio listeners Magazine readers Smartphone owners Social network users Mobile phone internet users Tablet owners Newspaper readers Digital video viewers Cable TV viewers Media penetration in the Netherlands, 2011 - 2015 2011 2012 2013 2014 2015 Source: The global media intelligence report (November 2016) – eMarketer & SMG
  41. 41. 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 | https://www.emerce.nl/nieuws/75plussers-sterkst-groeiende-groep-internetters In the Netherlands, Internet penetration among people older than 75 has grown substantially. In 2016, 60% of 75+ has Internet access and 50% used it. In 2012, access and usage was around 40% for this specific age group.
  42. 42. 90% 44% 25% 92% 45% 32% 93% 45% 40% 94% 46% 49% 95% 48% 55% 95% 50.70% 59.80% 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+.
  43. 43. 0 10 20 30 40 50 Smartphone Average number of mobile apps 2011 2012 2013 2014 2015 2016 In 2016, the number of mobile apps seems to stabilize at 27 Average # of apps on mobile in 2016: 27 Source: “Trends in Digital Media”, GfK Intomart, Dec 2016, base: online population 13+ (N=1,065) 0 10 20 30 40 50 Tablet Average number of tablet apps 2011 2012 2013 2014 2015 2016 Average # of apps on tablet in 2016: 24
  44. 44. 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)
  45. 45. 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)
  46. 46. WATCHING
  47. 47. 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.
  48. 48. 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
  49. 49. Source: SKO 2012 – 2017 Q2, TA: 6+, Linear TV is all the direct watching (exclusive recorded TV programs that are watched on the same day) There is a drop (7% YoY) in linear TV consumption.Average linear viewing time per day in 2017 Q2 is 141 minutes (vs. 152 minutes in 2016 Q2). Watching linear TV is still the norm, but non-linear TV is slowly gaining ground with an average viewing time of 16 minutes per day in 2017 Q2, which is equivalent to more than 9% of total viewing time. The other 12 minutes per day are spend on other then regular TV content. 175 178 168 160 152 141 11 11 11 10 10 12 4 5 6 7 6 8 5 5 6 6 5 6 1 1 1 2 0 20 40 60 80 100 120 140 160 180 200 220 2013 2014 2015 2016 2016 Q2 2017 Q2 Dutchviewingtime(perday) Linear TV Video, DVD & HDR Non-linear viewing (same day) Non-linear viewing (one week) Non-linear viewing (28 days) 169 Trends & developments – II 195 199 192 184 174 Target Audience: 6+
  50. 50. Trends & developments – III From 21 April, SKO started combining TV- and online viewing rates. With this new data set, SKO is now able to analyze cross media reach of programs and video commercials. Talpa is the new owner of SBS. John de Mol, owner of Talpa buys SBS for € 237 MIO from Sanoma. With this deal Talpa now owns SBS6, Veronica, Net5 and SBS9. 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. Source: http://www.mediacourant.nl/2017/04/sanoma-verkoopt-sbs-voor-237-miljoen-euro-aan-talpa/ | http://www.adformatie.nl/nieuws/sko-fuseert-tv-en-online-kijkcijfers | http://www.adformatie.nl/nieuws/xite- begint-met-online-inkopen-van-lineaire-tv-reclame
  51. 51. Consumers will be exposed to more advertising on smart TV’s of Philips. TP Vision, the manufacturer of Philips TV’s, has a lot of information about viewing behavior. In the near future, Philips will possibly be capable of personalized advertising. 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 Trends & developments – IV : Smart TV
  52. 52. Dutch TV channels, with advertising possibilities (I/II) STER (Public Broadcasting) RTL RTL/Triade SBS Source: retriever.nl, Q2 2017 | Note: As of January 2016 RTL is also responsible for the advertising on the Triade channels. Note: RTL Lounge, RTL Crime, Boomerang, Telekids and Crime + Investigation are paid (digital) channels Note: mostly paid (digital) channels
  53. 53. Dutch TV channels, with advertising possibilities (II/II) The Walt Disney Company Benelux 57 regional channels Note: Disney XD shares a channel with Veronica Source: retriever.nl, Q2 2017
  54. 54. In 2017 Q2, BrandDeli seems to show a slight increase in market share, whereas market share of NPO is a bit lower than 2016 Q2. 0% 10% 20% 30% 40% NPO RTL/Triade SBS BrandDeli TV market share 2015 2016 2016 Q2 2017 Q2 Source: SKO 2015 – 2017 Q2, 02.00-26.00, base: all adults 13+| Note: Full audit channels only.
  55. 55. Ziggo Sport is gaining ground. The market share of NPO 2, NPO3, RTL 4 and RTL 5 slowly declines. NPO1 remains dominant and stable. Source: SKO 2014 – 2017 Q2, 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 Q2
  56. 56. Growth in gross media spend for all SBS channels Source: Nielsen, 2016 Q2 and 2017 Q2-27% . | Note: Only gross spend for TV. | Note: As of January 2016 RTL is also responsible for the advertising on the Triade channels. SBSRTLSTER BrandDeli RTL/Triade Disney 0 50 100 150 200 250 300 350 €millions Gross media spend per channel Q2 2016 Q2 2017 +18% -7% -27% -13%
  57. 57. 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 Q2 | 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 HY Total spend 2017 Q2: € 1,075,458,846 Total spend 2016 Q2: € 1,071,923,497 Total spend 2015 Q2: € 1,042,591,950 Total spend 2014 Q2: € 1,098,649,587 Total spend 2013 Q2: € 917,995,541
  58. 58. Retail brands (supermarkets specifically) are main TV advertisers No. Brand Category TV gross spend Q2 2017 1 Jumbo Retail €23,052,933 2 Albert Heijn Retail €16,334,504 3 Kruidvat Retail €15,827,704 4 Lidl Retail €12,453,185 5 Nivea FMCG €12,133,520 6 Samsung Telecom €10,665,507 7 Staatsloterij Lottery €9,990,402 8 Plus Retail €9,970,074 9 Tele2 Telecom €8,952,306 10 T-Mobile Telecom €8,012,551 Source: Nielsen, 2017 Q2 | Note: Only gross spend for TV.
  59. 59. While watching TV, phone is the most popular device to use and consists of activities like social media, chatting, emails 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 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 0% 10% 20% 30% 40% 50% Multi tasking activities Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Source: GlobalWebIndex, 2016-2017 Q2, Base: Internet users NL16+
  60. 60. Multitasker is mostly 16-44 years old, slightly more male and rather interested in gadgets, sports, music and TV. 52% 48% 22% 23% 21% 19% 13% 0 50 100 150 0% 25% 50% % Index Source: GlobalWebIndex, 2017 Q2, Base: Internet Users NL16+ (N= 1300), TA: MultiTasker while watching TV (N=365) 27% 47% 26% Low (Bottom 25% income) (index 105) Mid (Mid 50% income) (index 96) High (Top 25% income) (index 111) Interests 0 50 100 150 0% 10% 20% 30% 40% 50% 60% 70% % Agree Index Age groups Interests Income
  61. 61. VIDEO ON DEMAND
  62. 62. 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)
  63. 63. 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+
  64. 64. Trends & developments – II Netflix grew in Q1 2017 to more than 100 million subscribers and to 2.5 billion dollar revenue worldwide. The profit increased to 167 million euro. In the Netherlands, Netflix reaches more than 28% of all house holds. However, 41% quit Netflix after the free trial. Source: https://www.adformatie.nl/nieuws/de-persgroep-en-branddeli-gaan-breder-en-intensiever-samenwerken | https://www.spotx.tv/resources/media/press-release/rtl-lanceert-doelgerichte-korte-reclames- van-zes-seconden | https://www.emerce.nl/nieuws/resultate-netflix-beter-dan-verwacht | https://nos.nl/artikel/2168795-netflix-dicht-bij-100-miljoen-abonnees.html | https://www.emerce.nl/nieuws/europese- tvzenders-samen-programmatic-video TV channels in France, Italy and Germany are partnering up to counterbalance Facebook and Google with programmatic video reach. Also RTL launched a new international network; RTL AdConnect, for advertising at European level. Online video platforms are starting with programmatic advertising to reach specific audiences. First, SpotX launched this new technology together with STER. Now also RTL offers target specific buying with short commercials on its online platform: RTL XL. BrandDeli and Persgroep NL extend their partnership. This results in a new online video platform and joint sales of display advertising and multimedia concepts.
  65. 65. Trends & Developments – III : Streaming services with opportunity to watch content offline Videoland is planning to offer content offline.At the end of 2016 it is already possible to watch children’s programs offline. In 2017 more content will be available to watch without an Internet connection. Videoland is a streaming service of RTL and offers national and international movies and TV shows. Netflix seems to be following the trend of music streaming services to let subscribers consume content offline. Currently it is only possible to watch Netflix- original content offline. Netflix is dependent on responsible film companies in order to offer more content in the offline version. Source: http://www.emerce.nl/nieuws/videoland-maakt-offline-kijken-kinderfilms-series-mogelijk| http://www.metronieuws.nl/xl/digitaal/2016/06/netflix-test-met-nieuwe-offline-modus
  66. 66. 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.
  67. 67. 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
  68. 68. YouTube is dominant VoD channel followed by Netflix. Ziggo GO shows significant growth since its launch in December. Source: GfK DAM, base: 13+, average monthly reach 2016 – 2017 Q2 | 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 Video on Demand – average monthly reach YouTube Netflix Ziggo GO RTL XL NPO gemist KIJK.nl Pathe
  69. 69. 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 Q2 (average monthly reach) | SKO 13+, 2017 Q2, 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%
  70. 70. 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 38% 16% 7% 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 Q2 2016 Q3 2016 Q4 2017 Q1 2017 Q2
  71. 71. 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+
  72. 72. NPO programs are popular for catch up TV, followed by RTL series Date Day Program top 10 Channel GRP’s 1 16-04-2017 Sunday Boer zoekt vrouw internationaal NPO 1 472 2 26-04-2017 Wednesday Willem Alexander 50 NPO 1 344 3 08-04-2017 Saturday Kwis NPO 1 308 4 01-04-2017 Saturday Mindfck NPO 1 304 5 02-04-2017 Sunday Zondag met lubach NPO 3 274 6 14-05-2017 Sunday Broadchurch RTL 4 246 7 13-04-2017 Thursday Passion NPO 1 241 8 24-06-2017 Saturday Beste zangers NPO 1 241 9 24-04-2017 Monday Nieuwe buren RTL 4 224 10 10-04-2017 Monday Blacklist RTL 5 224 Source: SKO, best watched catch-up tv shows via television,+ 02:00-26:00 UUR, 6+, 2017 Q2
  73. 73. 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
  74. 74. Kwebbelkop, the vlogger with most subscribers, has more than 2 billion views in total Rank User YouTube Video Views Subscribers Category 1 Kwebbelkop 2,424,600,905 6,890,414 Games 2 Armada Music 2,201,367,374 2,966,875 Music 3 Trap City 1,956,151,033 7,679,711 Music 4 Martin Garrix 1,368,769,397 6,173,416 Music 5 Enzo Knol 1,238,723,419 1,560,447 Vlog Source: Socialblade, Top 10 YouTubers in The Netherlands by most viewed | 09/02/2017
  75. 75. 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).
  76. 76. CINEMA
  77. 77. Trends & developments – II The first ever interactive movie, Late Shift, was shown exclusively at Vue Cinemas in the Netherlands on April 25th. With an app visitors were able to make hundreds of decisions which led to one of the seven endings of the movie. Source: http://www.nederlandsmedianieuws.nl/Bioscoop/Interactieve-film | http://www.nederlandsmedianieuws.nl/Bioscoop/Path%C3%A9-introduceert-interactieve-gaming-concepten-bij-speciale-evenementen/ Together with Livewall, Pathé Cinema introduces a new interactive gaming concept for special events. Before the start of a movie, visitors can participate in a related quiz or a social wall with an app or browser.
  78. 78. 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
  79. 79. Source: Jean Mineur & Fox Screen, 2017 HY1. Data based on period: 29-12-2016 to 05-07-2017. Market share of Jean Mineur is increasing after extension of the network with 15 new Vue cinema’s in July. #locations #cinema halls #seats #visitors 2017 HY1 Pathé (incl. CineMec) 25 192 42,166 8,419,443 Kinepolis 15 104 20,198 1,596,083 Vue 21 111 19,995 2,209,170 Other 29 128 19,228 2,519,549 Total 90 (65%) 535 (75%) 101,587 (80%) 14,744,245 (85%) #locations #cinema halls #seats #visitors 2017 HY1 RSB Cinemas 6 20 2,329 420,819 Other 42 162 22,824 2,194,018 Total 48 (35%) 182 (25%) 25,153 (20%) 2,614,837 (15%)
  80. 80. 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
  81. 81. 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
  82. 82. 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 Q2 Total spend 2017 Q2: 5,238,392 Total spend 2016 Q2: 3,667,111 Total spend 2015 Q2: 3,701,169 Total spend 2014 Q2: 1,969,990 Total spend 2013 Q2: 2,936,933
  83. 83. 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)
  84. 84. 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
  85. 85. LISTENING
  86. 86. 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.
  87. 87. Trends & developments – I After 5 years of working together, it’s the end of Q-Music duo ‘Mattie and Wietze’. The radio DJ’s intended to sign a new contract for a morning show at Sky Radio. However, during the negotiations, Mattie decided to extend his own contract with Q- Music for a more lucrative deal. The resulting fight between the two received a lot of media attention. After the break, Q-music experienced a drop in market share (from 9.4% to 8.9%). Break-up of Mattie and Wietze Source: https://www.televizier.nl/categorie/amusement/mattie-en-wietze-uit-elkaar
  88. 88. Trends & developments – II According to radio channels, podcasts are getting more popular lately. Especially the offer is strongly increasing. What are podcasts? A podcast is a radio-broadcast that people can listen to whenever they want. Technically, it is a mp3 file in a rss-feed. With 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 have listened to a podcast in the last month
  89. 89. Trends & developments – III Spotify is testing a new way of advertising. From now on, advertisers are able to sponsor a single song. With this new product, Spotify hopes to make its non-paying listeners more profitable. Currently, 90% of Spotify’s revenue is coming from paying users. The current broadcasting licenses of commercial radio for broadcasting via FM, AM and DAB+ originally expired in 2017, but are extended until 2022. The government will assign new licenses by auction, an idea that caused a lot of resistance. By the extension, minister Kamp meets the needs of radio stations and the Dutch House of Representatives. After radio vendor OMS and The Media Exchange ended their partnership, OMX, the new digital part of OMS, arose. OMX offers advertisers new targeting possibilities for digital radio campaigns with programmatic buying based on region, time and device. Source: https://www.rtlz.nl/tech/nieuw-bij-spotify-reclame-per-nummer | https://www.emerce.nl/nieuws/spotify-150-miljoen-gebruikers | http://www.themediaexchange.nl| https://www.emerce.nl/nieuws/omx-belooft-nopn-bereik-via-digitale-audio
  90. 90. Dutch radio stations with advertising possibilities (I/II) STER One Media Sales Q-Music NL TMG Source: retriever.nl, Q2 2017
  91. 91. Dutch radio stations with advertising possibilities (II/II) E-power advertising* FD Mediagroep ORN* 22 online stations Source: retriever.nl, Q2 2017 * ORN (government) and E-Power are responsible for approximately 30 regional stations
  92. 92. Radio 538 shows a strong increase in market share. NPO Radio 2 performs better in 2017 than in 2016, whereas for NPO 3FM this is the other way around. Source: NLO, 2016 May-Jun - 2017 May-Jun. Base: NL 10+ 0% 5% 10% 15% Market share (%) May-Jun 2016 Jul-Aug 2016 Sep-Oct 2016 Nov-Dec 2016 Jan-Feb 2017 Mar-Apr 2017 May-Jun 2017
  93. 93. 0 10 20 30 40 50 60 MediaSpendperStation(inMillions) Gross Media Spend 2016 Q2 2017 Q2 +15% +307% +53% +4% -5% -5% -11% Source: Nielsen, 2016 Q2 – 2017 Q2. Gross spend for radio only. In spite of decreasing market share Q-music, spend strongly increased. Decrease for NPO 3FM, Sky Radio and Radio 10.
  94. 94. 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 Q2 Seasonality of radio shows low spend in Summer period and high peak in Q4 (Christmas and top lists at the end of the year). Some Radio vendors use monthly indices to reflect the seasonality influences in their rate card. Source: Nielsen, 2014 – 2017 Q2. Gross spend for radio only. Total spend 2017 Q2: € 222,030,139 Total spend 2016 Q2: € 208,555,130 Total spend 2015 Q2: € 212,813,907 Total spend 2014 Q2: € 198,342,633 Total spend 2013 Q2: € 178,629,099
  95. 95. The automotive and retail category is well represented within top 10 radio advertisers Brand Category Gross radio spend Q2 2017 1 Renault Automotive €8,699,322 2 Aldi Retail €4,832,775 3 Volkswagen Automotive €4,165,893 4 T-Mobile Telecom €4,120,019 5 Kruidvat Retail €4,118,985 6 Ziggo Internet €3,874,838 7 LIDL Retail €3,545,477 8 Opel Automotive €3,184,424 9 ANWB Travel €3,016,960 10 Vodafone Telecom €2,824,801 Source: Nielsen, Q2 2017. Gross spend for radio only.
  96. 96. Some clutter in channels aimed at older audiences. A young and more female station is missing in the radio landscape. Source: NLO, 2017 (May-June), 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
  97. 97. The average monthly (gross) reach of Apple Music has surpassed Spotify but as Apple Music also includes owned music of iPhone users a fair comparison on purely streaming is not possible. 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 26.6% Audio platform that originally enables sound creators to share their created sounds. Streaming music available for free or through paid subscription. Average monthly reach 3.5% Music streaming service for web and app. Spot advertising within playlist possible. Free and paid subscription options. Average monthly reach Q2 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 Q2 2017: 33.4% Source: Spotify | DAM Q2 2017 (TA 13+ N=7652), Average monthly reach all platforms
  98. 98. 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.
  99. 99. Most time spent on online radio via TV. Radio station apps are becoming more popular, although 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
  100. 100. READING
  101. 101. 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.
  102. 102. Kiosk of online press content Blendle launched a new monthly subscription service ‘Blendle Premium’. For €10.- per month, users don’t need to pay per article anymore. Blendle makes a daily selection of 20 articles based on user profiles. NRC decided to quit its partnership with Blendle. Chief Editor Vandermeersch argues that Blendle is not contributing to high quality journalism because of ‘cheap’ premium option and the lack of interactive possibilities (such as video). Blendle starts a partnership with the American media giant Condé Nast. As a result, users get access to magazines like The New Yorker and Vanity Fair. Condé Nast has a portfolio of more than 20 brands and reaches more than 100 million consumers worldwide. Trends & Developments – I Source: http://www.emerce.nl/nieuws/blendle-test-premiumdienst-vast-bedrag-per-maand,| http://www.emerce.nl/nieuws/nrc-stapt-uit-blendle-na-introductie-premium-abonnement | https://www.emerce.nl/nieuws/blendle- zee-amerikaanse-uitgever-cond-nast
  103. 103. Trends & developments – II Chantal Janzen launched a new glossy ‘&C’ focused on fashion, beauty, food and lifestyle. Chantal follows colleagues ‘Linda de Mol’ and ‘Wendy van Dijk’ as TV personalities with a magazine. Next to the paper edition there will be an app, website and online shop. G+J Media launches the new magazine Quest Junior. The popular scientific journal focusses on 8-12 years old. Next to the print magazine, Quest Junior created a YouTube channel. Of all national newspapers, ‘Het Financieele Dagblad’ has relatively the largest digital circulation. 60% of the total circulation is digital, compared to an average of 30%. With 68,646 digital subscribers, FD takes a 3rd position after Telegraaf (232,039) and Volkskrant (88,535). Source: https://www.emerce.nl/nieuws/nrc-telegraaf-mogen-onder-n-dak-mediahuis | http://www.bladendokter.nl/lancering-quest-junior/ | https://www.emerce.nl/nieuws/fd-heeft-grootste-betaalde-digitale-oplage | http://www.bladendokter.nl/het-verschil-tussen-chantal-linda-en-wendy/ | Mediahuis and VP Exploitation got permission by the ACM to take over TMG. As a result, NRC and Telegraaf will be under the same roof. However, according to the ACM, this will not affect the competition.
  104. 104. National newspapers lead the print circulation 1,404 1,128 346 - 200 400 600 800 1,000 1,200 1,400 1,600 2016 Q3 - 2017 Q2 €x1000 Moving year average circulation figures (in ‘000s) National newspapers Regional newspapers Free sheets Source: NOM, 2016 Q3 – 2017 Q2 | moving year average circulation figures. Based on print only (all paid-for and free-of-charge circulation)
  105. 105. Top 10 ranking Title Newspaper type Total annual paid circulation 2016 Q3 – 2017 Q2 Total annual circulation 2016 Q3 – 2017 Q2 1 De Telegraaf National 366,325 407,144 2 AD National 306,877 354,826 3 Metro Free 0 345,958 4 de Volkskrant National 214,135 254,132 5 NRC Handelsblad National 133,177 142,844 6 De Limburger (combinatie) Regional 120,571 125,596 7 De Gelderlander Regional 103,389 114,451 8 Trouw National 87,393 102,631 9 De Stentor Regional 88,839 98,639 10 Dagblad van het Noorden Regional 92,081 97,536 De Telegraaf is leading in terms of print circulation Source: NOM, 2016 Q3 – 2017 Q2 annual moving average circulation figures for newspapers. Based on print only (all paid-for and free-of-charge circulation), excluding digital circulation figures.
  106. 106. 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)
  107. 107. Share of digital reach for NRC.next and FD is relatively high compared to total annually title reach Ranking National newspapers Annually title reach* amongst NL 13+ Paper only Overlap Digital only 1 De Telegraaf 48.3% 20.2% 14.2% 13.9% 2 Metro 44.2% 35.7% 5.3% 3.2% 3 AD Dagbladen 41.6% 16.8% 12.4% 12.4% 4 De Volkskrant 27.5% 13% 8.5% 6.1% 5 NRC Handelsblad 14.3% 6.9% 3.8% 3.6% 6 Trouw 17.6% 7.3% 3.4% 3.4% 7 NRC.next 12.1% 5.3% 2.4% 4.5% 8 Het Financieele Dagblad 8.7% 3.6% 1.8% 3.3% 9 Reformatorisch Dagblad 4.1% 2.0% 1.1% 0.9% 10 Nederlands Dagblad 3.7% 1.7% 0.9% 1.1% Source: NOM Mediamerken 2017-II *Unique reach
  108. 108. Higher online reach for news site Nu.nl than digital replica of traditional print titles. Nevertheless, NOS is visited more often. No. Top 10 online News brands Reach (%) Reach (‘000) # Visits (‘000) Avg visit frequency 1 NU.nl 51.2 7,345,000 164,819 22.4 2 NOS 49.3 7,067,000 252,711 35.8 3 AD 40.8 5,847,000 94,211 16.1 4 Telegraaf 36.6 5,244,000 133,416 25.4 5 RPO 35.2 5,046,000 97,984 19.4 6 RTL Nieuws 21.9 3,136,000 37,034 11.8 7 De Volkskrant 18.5 2,651,000 23,477 8.9 8 Prive 10.9 1,558,000 8,120 5.2 9 NRC 9.2 1,323,000 7,855 5.9 10 Omroep brabant 9.1 1,307,000 19,411 14.8 Source: DAM, base: 13+, average reach Q2 2017 all platforms
  109. 109. 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 HY1 Lower ad spend in dailies in Summer. In first half year of 2017 spend levels are higher than in 2016, but still below previous years. Source: Nielsen, 2013 -2017 Q2. Gross spend only. Total spend 2017 Q2: € 238,177,767 Total spend 2016 Q2: € 188,940,393 Total spend 2015 Q2: € 292,169,545 Total spend 2014 Q2: € 287,064,325 Total spend 2013 Q2: € 306,317,919
  110. 110. No. Brand Category Newspapers gross spend Q2 2017 1 Corendon Travel €8,593,900 2 Koopjedeal.nl Travel €7,593,792 3 Stip reizen Travel €6,265,303 4 Kras Reizen Travel €6,061,831 5 Effeweg.nl Travel €4,543,211 6 Stella Travel €3,918,177 7 Zadkine Media Media €3,890,016 8 NRC Media €3,440,545 9 Bolderman Travel €3,382,530 10 Google Search €3,232,662 Travel brands are dominating the top 10 advertisers in newspapers Source: Nielsen, 2017 Q2 | Gross spend for newspapers only.
  111. 111. High increase of spend AD leads to number one position, replacing De Telegraaf. Also, De Volkskrant and FD show increase. 0 5 10 15 20 25 30 35 Mediaspend(inmillions) Gross media spend Newspapers 2016 Q2 2017 Q2 +72% +50% -20% Source: Nielsen, 2016 Q2 – 2017 Q2. Gross spend for newspapers only. *NRC Doordeweeks is a combination of NRC Handelsblad en NRC Next +77%
  112. 112. 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
  113. 113. Family, culinary and women’s titles show highest circulation figures 0 500 1000 1500 2000 2500 3000 3500 4000 4500 Family Culinary mags (incl sponsored) Women's TV listings Home decoration, gardening & DIY Newspaper magazines Special interest Mind & body Travel Youth Popular Science Education Moving year average total circulation (in ‘000s) Q3 2016 - Q2 2017 Source: NOM, 2016 Q3 – 2017 Q2 annual moving average circulation figures. Based on total magazines (all paid-for and free-of-charge circulation).
  114. 114. High circulation numbers for sponsored magazines. Kampioen and sponsored supermarket are dominant in terms of spend. Top 10 Title Magazine type Total paid circulation 2016 Q3 – 2017 Q2 Total circulation 2016 Q3 – 2017 Q2 1 Kampioen Family 3,408,680 3,408,680 2 Allerhande Culinary sponsored 0 2,028,280 3 Boodschappen Culinary sponsored 0 1,895,838 4 Eigen Huis magazine Home decoration, gardening & DIY 754,867 754,867 5 Vrouw Women’s 0 499,778 6 Burgerkracht Special Interest 0 495,670 7 AD Magazine Newspaper magazines 0 407,223 8 Het Volkskrant Magazine Newspaper magazines 0 373,275 9 Libelle Women’s 285,595 291,234 10 Veronica Magazine TV Listings 282,708 283,186 Source: NOM, 2016 Q3 – 2017 Q2 annual moving average print circulation figures for magazines
  115. 115. Source: NOM Print & Doelgroep Monitor 2017, base: total NL 13+ (N= 17.081) Women’s and family titles have highest issue 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
  116. 116. Allerhande has highest total reach, both digitally as via paper Ranking National newspapers Annually title reach* amongst NL 13+ Paper only Overlap Digital only 1 Allerhande 52.4% 39.1% 11.8% 1.5% 2 Kampioen 47.6% 44.1% 2.3% 0.5% 3 Donald Duck 30.8% 25.8% 2.3% 0.4% 4 Libelle 30.7% 27.6% 2.3% 0.8% 5 LINDA 25.4% 19.4% 3.6% 2.4% 6 Prive 24.5% 22.5% 1.0% 1.1% 7 Quest 24.0% 20.8% 1.9% 1.2% 8 Margriet 23.3% 21.5% 1.2% 0.6% 9 Story 20.4% 19.3% 0.6% 0.5% 10 VTWonen 20.3% 15.7% 2.4% 2.2% Source: NOM Mediamerken 2017-II *Unique reach
  117. 117. 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 HY1 Ad spend in magazines peak in Spring, early Summer and during the holiday season (December). Source: Nielsen, 2013 – 2017 Q2. Gross spend for consumer magazines only. Total spend 2017 Q2: € 95,945,949 Total spend 2016 Q2: € 96,416,043 Total spend 2015 Q2: € 107,566,318 Total spend 2014 Q2: € 114,144,803 Total spend 2013 Q2: € 123,889,515
  118. 118. No. Brand Category Gross spend in Q2 2017 1 Sanoma Media €1,934,979 2 Elsevier Media €1,212,730 3 ANWB Travel €1,156,040 4 Hollands nieuwe Telecom €1,094,380 5 Voordeeluitjes Travel €1,079,582 6 Albert Heijn Retail €978,250 7 Cookloveshare.nl Media €957,308 8 Otolift Home €931,352 9 Dove FMCG €857,975 10 Stella Travel €854,724 Travel is well represented in top 10 magazine advertisers Source: Nielsen, 2017 Q2. Gross spend for consumer magazines only.
  119. 119. Most titles show an increase in gross ad spend. Kampioen, ELLE, Veronica, Margriet and Voetbal International show decrease. 0 1 2 3 4 5 6 7 8 9 10 Mediaspend(inmillions) Gross media spend magazines 2016 Q2 2017 Q2 -13%+21% +43% -18% -7% -14% -19% Source: Nielsen, 2016 Q1 – 2017 Q2. Gross spend for consumer magazines only.
  120. 120. 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
  121. 121. 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
  122. 122. COMMUNICATING
  123. 123. MCP: Communicating Human beings are a social species, with communication taking place throughout the day. Face-to-face interaction won´t disappear anytime yet but the younger generations don’t differentiate so much anymore between online/offline communications. The social experience around communication is changing as communicating via Facebook Messenger, WhatsApp, Snapchat and the like is getting more and more accepted.
  124. 124. Social media SOCIAL MEDIA
  125. 125. Trends & developments – I Source: https://www.emerce.nl/nieuws/nieuwe-mijlpaal-5-miljoen-adverteerders-facebook | https://www.nu.nl/apps/4618893/instagram-stories-heeft-meer-gebruikers-dan-snapchat.html| https://www.emerce.nl/nieuws/snaps-eerste-nederlandse-campagne-oreokoekjes | https://www.emerce.nl/nieuws/twitter-q1-cijfers In 2017 Q1, the turnover of Twitter was 595 million dollar; 36% higher than last year, but less than expected. The net loss decreased from 162.4 million dollar last year to 79.7 million dollar. The number of monthly active users has slightly increased to 310 million. Facebook reaches a new record of 5 million active advertisers worldwide. The next goal will be to focus on 65 million remaining small companies on Facebook without advertising activities. Facebook’s revenue increased with 51 percent in Q1 to 8.8 billion dollar. Instagram Stories now has more users than Snapchat. More than 200 million people use Instagram’s feature of temporary photo’s and video’s on a daily basis. In April, Oreo cookies started the first Dutch campaign on Snapchat with a sponsored lens.
  126. 126. 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
  127. 127. Highest usage for WhatsApp and Facebook. Replacing Twitter, Instagram enters top 5. 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
  128. 128. Snapchat, Tumblr and Instagram are more used by younger age groups 10% 10% 7% 15% 10% 10% 34% 16% 23% 24% 26% 27% 26% 20% 34% 29% 26% 28% 29% 26% 29% 25% 20% 26% 25% 25% 26% 21% 24% 28% 9% 21% 16% 13% 13% 10% 12% 17% 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+, Q2 2017
  129. 129. Active usage Facebook shows increase after 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 HY1 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 HY1 Source: GlobalWebIndex, 2012 – 2017 HY1, Base Internet Users NL16+
  130. 130. 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 HY1 Account ownership of LinkedIn has increased while active users decreased; LinkedIn seems to have attracted more light users. 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 HY1 Source: GlobalWebIndex, 2012 – 2017 HY1, Base Internet Users NL16+
  131. 131. Strong increase for account ownership and activity of Instagram 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 HY1 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 HY1 Source: GlobalWebIndex, 2013 – 2017 HY1, Base Internet Users NL16+. Instagram data is available from 2013 Q2
  132. 132. Account ownership of YouTube is further increasing, just like active usage which shows an 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 HY1 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 HY1 Source: GlobalWebIndex, 2012 – 2017 HY1, Base Internet Users NL16+
  133. 133. 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 HY1 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 HY1 Source: GlobalWebIndex, 2012 – 2017 HY1, Base Internet Users NL16+
  134. 134. 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
  135. 135. SURFING ONLINE
  136. 136. Trends and 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. Costs specifically increased with 16% compared to last year. 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. Several advertisers decided to boycott publishers Dumpert and Geenstijl because of all the commotion around sexist content published. The boycott brought up discussion about programmatic advertising and the responsibility of advertisers for content in the context of the ad. Source: https://www.emerce.nl/nieuws/adobe-hogere-advertentiekosten-lager-rendement | https://www.emerce.nl/nieuws/appeconomie-63-biljoen-dollar-2021 | http://marketingtribune.nl/media/nieuws/2017/05/adverteerders-boycotten-seksistisch-geenstijl/index.xml
  137. 137. Trends and developments – II: Personalised content 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 the 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. Successful startup Brave developed a browser with an integrated ad blocker which shows advertisements based on interest of users. Brave picks up on the personalization trend of web browsers showing a selection of advertisements. YouTube wants to decrease the use of cookies and pixels and will shift to ‘cloud based measurement’. The current technology of cookies is less effective because of the increasing cross device usage. That’s why data will be based on Google users in stead of Cookies. With this choice, Google makes a big step to ‘people based marketing’. Source: https://www.emerce.nl/best-practice/youtube-begint-afscheid-cookies-pixels | http://www.adformatie.nl/achtergrond/de-dagen-van-statische-voor-iedereen-gelijke-websites-liggen-achter-ons https://www.emerce.nl/nieuws/startup-haalt-35-miljoen-24-seconden | http://adage.com/article/digital/official-google-chrome-ad-blocker/309238/ Chrome browserDynamic page publishing Integrated ad blockerPeople based marketing
  138. 138. 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. Virtual Reality & Augmented Reality Digital video agency SpotX (RTLGroup) teams up with VR-specialist Omnivirt, which results in the possibility of 360 degrees advertising campaigns. Smartphone users are easily transported in an immersive world by clicking on an 360 ad and do not need any hardware or applications. Source: http://www.frank.news/2017/05/01/onderzoekers-vr-pas-groot-in-2021 | https://www.emerce.nl/nieuws/facebook-lanceert-augmented-realityplatform | https://www.emerce.nl/nieuws/spotx-partnert- uitbreiding-virtual-reality 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. 360 video Facebook AR platform The future of VR
  139. 139. EU 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. With only one setting in the browser, you can accept or decline all the tracking-cookies. Using a cookie wall will not be legal anymore; the EU claims that Internet users should have complete access to every site. 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.
  140. 140. Overall, the usage of Ad Blockers is slightly increasing overtime 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(1300) Source: GlobalWebIndex, Q1 2016 – Q2 2017, Base Internet Users NL16+
  141. 141. In Q2 2017, Coolblue has the highest digital spend by far * No. Brand Category Gross spend Q2 2017 1 Coolblue.nl Retail €7,418,686 2 Fisher Investments Real estate €3,292,552 3 Consumind Financial €3,201,498 4 Tweakers.net Software €2,755,202 5 SNS Financial €2,665,996 6 Renault Automotive €2,418,067 7 AD Media €2,289,293 8 Kieskeurig Software €2,150,257 9 T-Mobile Telecom €2,130,206 10 Tele2 Telecom €1,980,457 Source: Nielsen, Q2 2017. * Note: online spend without taking into account social, SEA and in-app advertising.
  142. 142. Google is leading in terms of reach across platforms Source: GfK DAM, base: 13+, average monthly reach Q2 2017 (all platforms) No. Top 10 brands Average monthly reach 1 Google 78% 2 Facebook 68% 3 WhatsApp Messenger 67% 4 Youtube 62% 5 Google Maps 56% 6 Facebook Messenger 54% 7 Google Search (app) 50% 8 Bol.com 47% 9 Gmail (app) 41% 10 Digid.nl 40%
  143. 143. WhatsApp most popular mobile app. Facebook and YouTube show high reach on both devices. Apple Music and Google Drive are new in top 10. Source: GfK DAM, base: 13+, average monthly reach Q2 2017 27% 28% 30% 31% 39% 44% 46% 55% 53% 67% Drive Instagram Google Play-services Gmail Google Search Facebook Messenger Google Maps Youtube Facebook WhatsApp Messenger Overall top smartphone apps Phone reach % 11% 12% 13% 17% 20% 20% 20% 21% 33% 34% Drive Marktplaats NU.nl Gmail Apple Music Facebook Messenger Google Maps Google Search YouTube Facebook Overall top tablet apps Tablet reach %
  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, 55% of all digital ads are in view and 38% 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: http://www.adformatie.nl/nieuws/dma-institute-begint-met-certificeren | DMAI Year End 2016 Visibility Benchmarks,January 2017. *In View: impression that has been in view for longer than 1 second. ** Quality View: an impression that has been in view for longer than 5 seconds. 0% 10% 20% 30% 40% 50% 60% 70% Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 DMA visibility benchmarks In View* Quality View*
  146. 146. 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+
  147. 147. Activities across platforms are more or less similar, although popularity differs slightly. Social media and Search are present in top 3 of all devices. 43 46 47 48 53 54 58 59 62 66 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 49 55 57 57 61 66 67 68 76 Used a map or directions service / app Used an online encyclopedia such as Wikipedia Visited a news website / app / service Checked the weather online Purchased a product online Used 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 21 21 22 26 30 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 Source: GlobalWebIndex, 2017 Q2, Base Internet Users NL16+ (N= 1300), Have done in the past month
  148. 148. 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)
  149. 149. Most people (79%) have online access at home on a daily basis. Access on mobile is increasing and becomes 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+
  150. 150. Worries about privacy have significantly increased for digital 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
  151. 151. 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 HY1 24% 26% 28% 41% 43% Eventtickets Home & Garden Clothing Health & Beauty Child Toys Source: Thuiswinkel Marktmonitor 2010 – 2017 HY1 Online spends 2017 HY1: 10.7 billion (+ 13%) Number online purchases 2017 HY1: 92.6 million (+ 15%) Number online buyers 2017 HY1: 12.4 million +25% millions
  152. 152. ON THE GO
  153. 153. MCP: On the Go On average people spend one hour per day On the Go. On the Go is stable over the years although the moments that brands can get in contact with consumers while they are On the Go are increasing. This is mostly due to increased smartphone and mobile Internet penetration, but also due to new and innovative digital OOH media solutions.
  154. 154. Trends and developments Source| | http://clearchannel.nl/nl/Nieuws/Laatste-nieuws/Clear-Channel-International-lanceert-eerste-out-of-home-programmatic-buying-platform-in-Europa#| Vivaki Exchange DOOH update Clear Channel International has launched, as first OOH vendor, a programmatic buying tool for ‘on the go’ advertising in Europe. From January, this automated solution is live in Belgium and Clear Channel has plans to launch the tool in other European countries soon. JCDecaux will further digitalize its network with 9 digital shells on Leidseplein, Rembrandtplein and Koningsplein in Amsterdam. Hereby, JC Decaux has 96 digital screens in total of which 76 in Amsterdam
  155. 155. 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
  156. 156. Radio by far the most popular media activity to use On the Go with a similar level of time spend at home 1:06 1:01 2:17 0:060:18 0:01 0:04 0:14 0:01 0:14 0:05 Average time spend per day in minutes Radio TV linear TV non-linear Magazine Newspaper Social Media Source: Media:Tijd 2015, base: All adults 13+ (N=2,818)
  157. 157. 0% 10% 20% 30% 40% Share of gross media spend OOH 2013 2014 2015 2016 2017 Q2 Others Outdoor market is dominated in spend by 4 main players Source: Nielsen, 2013 – 2017 Q2. Gross spend for out of home only.
  158. 158. Total reach per vendor is highest for age group 20-34. JCDecaux is dominant in billboard advertising. Source: BRO, June 2017, database version CAFAS 21.1 | Reach is based on total sights per vendor. 70% 78% 79% 69% 65% 60% 69% 77% 79% 70% 64% 59% 74% 80% 82% 75% 70% 64% 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 (9,957 sides) Clear Channel (8.062 sides) MMD (719 sides) 31% 32% 33% 32% 29% 27% 66% 68% 70% 68% 63% 58% 42% 46% 48% 42% 39% 36% 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 (382 sides) MMD (131 sides)
  159. 159. 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 HY Although spend slightly peaks in spring and Q4, outdoor advertising shows pretty stable levels of ad spend through the year. Source: Nielsen, 2013 – 2017 Q2. Gross spend only Total spend 2017 Q2: € 129,171,278 Total spend 2016 Q2: € 121,507,311 Total spend 2015 Q2: € 121,669,511 Total spend 2014 Q2: € 128,901,373 Total spend 2013 Q2: € 121,461,393
  160. 160. T-Mobile has the highest outdoor advertising spend. In general, the telecom category is highly visible in OOH advertising. Brand Category Gross spend Q2 2017 1 T-Mobile Telecom €5,111,923 2 McDonalds Fastfood €4,813,793 3 Tele2 Telecom €2,490,945 4 Kruidvat Retail €1,774,000 5 WE Retail €1,588,415 6 Lipton FMCG €1,585,585 7 Samsung Telecom €1,488,749 8 Aldi Retail €1,424,469 9 Corendon Travel €1,319,899 10 Coca-cola FMCG €1,287,812 Source: Nielsen, 2017 Q2. Gross spend only.
  161. 161. Street shelterMast Billboard Standard formats
  162. 162. Aerial advertisingScaffold Sampling Alternative formats I
  163. 163. Alternative formats II Public transport Street objects Toilet advertising
  164. 164. Digital Out of Home Source: Vivaki Digitale Out of Home Update, March 2017 With 12% of the total OOH market and 8,000 screens on 5,000 locations, Digital Out of Home still has a low share in The Netherlands. Nevertheless, the Dutch market is experiencing significant growth. It is expected that the increase in gross spends (+ 340% in 2016 compared to 2015) will continue in 2017. PwC Outlook predicts that in 2019 the share of spends of DOOH will increase to 40% of the total OOH market.
  165. 165. Specific Targeting New opportunities for communication with Digital Out of Home In the near future, programmatic buying for DOOH inventory will become bigger. The only company that currently offers programmatic buying is ‘MyAdbooker’. The possibilities are limited because the main players do not offer this. It is expected that in the near future it will be possible to target DOOH campaigns, in particular the creative materials, at specific target groups by the use of Detection Software. This software is able to anticipate on variables like age, gender, total passengers, mood. The opportunity of DOOH for real time communication are embraced by brands like Transavia, NS and the ‘Nierstichting’. Here, DOOH was used to offer real time travel places or to communicate directly with patients with a chronic kidney disease. Programmatic buying Real time communication Source: Vivaki Digitale Out of Home Update, March 2017| http://www.adformatie.nl/nieuws/transavia-adverteert-realtime-stoelenaanbod-outdoor-campagne | http://www.adformatie.nl/nieuws/programmatic-ooh- campagne-ns-op-basis-van-real-time-vluchtgegevens | https://www.nierstichting.nl/pers/2016/09/live-stream-op-stationsplein-rotterdam-maakt-wereld-nierpatient-weer-groot/
  166. 166. Beacons – consumer interaction 2.0 At 250 locations in Alkmaar and Purmerend all outdoor objects are provided with beacons. Exterion Media has the largest Dutch Beacon network. Beacons are Bluetooth 4.0 channels which can be detected by iOS and Android apps. All interaction takes place via the app on the user’s phone. The supplier of the app has many opportunities to initiate actions that are focused on place, time and the profile of the app user. In 2013, Apple launched their own iBeacon system. Google has launched their own Beacon ‘game changer’ in 2015, called EddyStone. It makes the deployment of beacons unprecedentedly simple and efficient. Amsterdam has installed a beacon network in its city center. The bluetooth beacons are located in several public spaces. The municipality of Amsterdam works together with JCDecaux, GVB (public transport), and Google. JCDecaux already has experience with this technology, its network is enriched with beacons (android only). Source: http://www.adformatie.nl/nieuws/exterion-media-rolt-beacon-netwerk-uit | http://www.adformatie.nl/blog/eddystone-maakt-integratie-van-beacons-marketingmix-tot-kinderspel | http://www.dktp.nl/wijzen-amsterdamse-bakens-de-weg-in-innovatieland/
  167. 167. 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 Senior Insights & Data Consultant sander.geerling@starcom.nl MARJO VAN DEN AKKER Insights & Data Consultant marjo.vandenakker@starcom.nl
  168. 168. APPENDIX
  169. 169. 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
  170. 170. 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
  171. 171. 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.
  172. 172. 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.
  173. 173. 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.
  174. 174. 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).
  175. 175. 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
  176. 176. 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.
  177. 177. 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
  178. 178. 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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