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Dutch media landscape 2014 Q3 update by Starcom

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

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Dutch media landscape 2014 Q3 update by Starcom

  1. 1. 1 The Netherlands STARCOM Media Landscape 2014 Q3 Update
  2. 2. 2 CONTENT THE NETHERLANDS –GENERAL STATS & FIGURES OVERALL TRENDS & RANKINGS MEDIA SPEND TIME SPEND ANALYSIS MEDIA TRENDS INCL. MULTI SCREEN TELEVISION RADIO DIGITAL PRINT OUTDOOR CINEMA
  3. 3. 3 THE NETHERLANDS GENERAL STATS & FIGURES
  4. 4. 4 16.193 16.859 15.500 16.000 16.500 17.000 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014Sept Population (in ‘000s) Dutch population is still growing and getting older, with the number of single person households increasing 2.384 2.804 4.612 4.786 2,28 2,18 1,0 1,3 1,6 1,9 2,2 2,5 0 2.000 4.000 6.000 8.000 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014juni Averageno. of peoplein HH Numberof HH (in ‘000s) Household size Single person household Multiple person household Average no. of people in HH Source: CBS, Statline, Q3 2014 38,6 41,0 37 38 39 40 41 42 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014juni Average age
  5. 5. 5 -50 -40 -30 -20 -10 0 10 20 30 2007 Jan 2007 May 2007 Sep 2008 Jan 2008 May 2008 Sep 2009 Jan 2009 May 2009 Sep 2010 Jan 2010 May 2010 Sep 2011 Jan 2011 May 2011 Sep 2012 Jan 2012 May 2012 Sep 2013 Jan 2013 May 2013 Sep 2014 Jan 2014 May 2014 Sep Difference % positive and negative answers Consumer confidence In 2014, consumer confidence is climbing back up from an ultimate low in 2013 Source: CBS, Statline, Oct 2014 Despite the economic crisis, disposable HH income hasn’t actually declined and is increasing slightly in 2013 28,3 29,0 29,4 30,6 32,6 33,1 33,3 33,2 33,1 33,2 33,6 0 10 20 30 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 €(in ‘000s) Annual disposable HH income
  6. 6. 6 The effects of the difficult economic climate are still felt, but first signs of recovery are evident KeyEconomicIndicators NL 2011 2012 2013 2014 2015 Inflation 2.3% 2.25% 1.75% 1% 1.25% Economic growth 1.2% -1.75% -0.75% 0.75% 1.25% Purchasing power* -1.0% -2.1% -1.4% 1.5% 0% Unemployed (in ‘000s) 389 469 600 620 605 Unemployment % 5.4% 5.3% 6.7% 7% 6.75% Source: CPB, Kerngegevenstabel 2011-2015, Aug 2014 (*Median all households)
  7. 7. 7 OVERALL TRENDS & RANKINGS
  8. 8. 8 SoLoMois now Social Local Mobile Mobile technology makes it possible to reach people anywhere, anytime Social media connects people worldwide with events, activities and each other Increasing ability for brands and organizations to respond to people’s whereabouts and out-of- home activities
  9. 9. 9 Source: PWC Entertainment & Media Outlook forecast 2014-2018 Overall Digital Forecast More than 48% of Entertainment & Media spend will be Digital in 2018 More than 85% of Dutch population will have mobile internet access in 2018 Glass fiber broadband subscriptions will grow from 7.9% in 2013 to 93% in 2016
  10. 10. 10 6 mentality trends of the Dutch population in 2013 Source: Motivaction, Mentaliteitstrends 2013 Manifestation Fascination for violence Techno progression Decrease societal engagement Simplicity Imagineering “I like to be watched by other people” “I think violence on TV should be limited” “There should be boundaries to technological development” “I feel very engaged with society” “I have chosen to live a more simple life” “Dreams and fantasies are crucial in my life”
  11. 11. 11 6 Obvious and 6 less obvious trends More digital More mobile More social More emerging markets. More agile/speedy More data-driven The future is digitaland analog For example, mobile connects digital with the real world when sharing content or checking-in The future is about self-marketing On social media, consumers have the ability to express themselves more and more Less advertising. More utilities& service Brands more and more develop apps which facilitate life The future of TVwill come from the slime Start-ups like Netflix and YouTube are changing TV behavior Future is more access, less ownership Services like Spotify replace the need of ownership (of cd’s) Marketing is a huge growth category Source: RishadTobaccowala, Chief StrategyandInnovationOfficer, SMG HES Republic, October2013
  12. 12. 12 Dutch brands show strong commitment amongst the Dutch consumer Source: EURIB Top 100 IndispensableBrands of 2014 (EURIB Top 100 Onmisbare Merken van 2014), n=1,001
  13. 13. 13 A steady increase in online home shopping with a promising 1HY of 2014 7.400 8.200 9.000 9.800 10.600 5.001 6.550 6 7 8 9 10 11 12 0 2.000 4.000 6.000 8.000 10.000 12.000 €billions Online home shopping spend People buying online +11% +10% +9% +8% +31% Top 5 categories with highest % of online purchase Source: ThuiswinkelMartkmonitor2010-2014 Q1 43,9% 45,7% 61,6% 77,3% 83,1% Insurences Media & Entertainment Travel Packages Plane tickets & accommodation Tickets for events & attractions Online Offline
  14. 14. 14 MEDIA SPEND
  15. 15. 15 Gross media spend relatively stable, with a 3% increase in 2014 Q1-Q3 compared to same period last year 0 1.000 2.000 3.000 4.000 5.000 6.000 7.000 8.000 9.000 €millions Gross media spend Source: Nielsen, 2009 –2014, data run off on 30 October 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded) +4% YoY +2% YoY -3% YoY -1% YoY +3%
  16. 16. 16 Gross investment is increasing, although net media spend doesn’t show the same trend yet Media spend vs. industry spend Net Media Spend Spend data as reported by buying managers Source: Nielsen Annual Net Media Spend Report 2013 Gross investment business sector 20% 10% 5% 15% 0% -5% -15% -20% -10%
  17. 17. 17 FMCG, Government, retail and telecom dominate the top of Dutch advertisers No. Advertiser Category Gross spend in €2014 Q1 -Q3 1 Unilever FMCG 198.427.468 2 RVD Government 112.325.994 3 Ahold Retail 100.579.079 4 ASWatson Retail 90.448.665 5 Jumbo Retail 88.700.137 6 KPN Telecom 87.000.726 7 Procter & Gamble FMCG 83.536.783 8 Persgroep Media 81.183.080 9 Lidl Retail 63.493.215 10 Vodafone Telecom 63.434.913 Source: Nielsen, 2014 Q1-Q3, data run off on 4 November 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  18. 18. 18 Overall, retail dominates, claiming the top 4 positions in the top 10. Telecom is next with 3 brands in the top 10 No. Brand Category Gross spend in €2014 Q1 -Q3 1 Kruidvat Retail 75.115.355 2 Albert Heijn Retail 66.754.313 3 Lidl Retail 63.493.215 4 Jumbo Retail 54.389.923 5 Ziggo Telecom 43.528.027 6 KPN Telecom 43.284.117 7 Kras Travel 42.452.155 8 Vodafone Telecom 39.216.293 9 McDonald’s Fastfood 34.317.791 10 C-1000 Retail 34.310.214 Source: Nielsen, 2014 Q1-Q3, data run off on 4 November 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  19. 19. 19 TV still claims the largest share of gross media spend 14% 15% 15% 16% 16% 15% 15% 12% 8% 6% 6% 5% 5% 7% 5% 5% 7% 7% 7% 7% 7% 7% 5% 5% 5% 6% 6% 7% 6% 6% 6% 5% 5% 5% 7% 8% 8% 8% 9% 9% 41% 44% 44% 43% 44% 47% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2009 2010 2011 2012 2013 2014 Q1-Q3 Media mix Trade press TV Sponsored Magazines Radio Consumer Magazines Out Of Home Door Drops Internet (Online Display) Direct Mail Newspapers Cinema Source: Nielsen, 2009 –2014, data run off on 30 October 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  20. 20. 20 OOH and Radio keep on growing. TV also shows an increase in 2014 compared to same period last year 0 1.000 2.000 3.000 4.000 €millions Gross media spend per medium type across time 2010 2011 2012 2013 2013 Q1-Q3 2014 Q1-Q3 Source: Nielsen, 2010 –2014, data run off on 30 October 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  21. 21. 21 €790 €954 €1.068 €1.158 €1.255 16% 19% 22% 25% 28% 0% 10% 20% 30% 0 500 1.000 1.500 2009 2010 2011 2012 2013 % of total net ad spend €millions Total internet net spend Total internet net spend Share of internet spend (of all net spend) Internet spend is still steadily increasing YoY. In 2013 this increase can be attributed to higher spend in display €410 €460 €530 €625 €520 €205 €302 €336 €338 €544 €175 €192 €202 €195 €191 0 500 1.000 1.500 2009 2010 2011 2012 2013 €millions Internet net spend per type Classifieds, Directories, Listings Display Search Source: Nielsen AnnualNet Media Spend Reports2010, 2011, 2012 and2013. “Classifieds, Directories, Listings” containsspendon peer-to-peer/2nd hand online shoppingsites (e.g. Marktplaats/Ebay) or YellowPages-type online directories (e.g. Telefoongids)
  22. 22. 22 Growth is predicted in media spend mainly due to a steady rise in Internet spend 3.967 3.770 3.756 3.837 3.911 3.986 3.600 3.700 3.800 3.900 4.000 4.100 2011 2012 2013 2014 2015 2016 €millions Forecast net spend 0,8% -5,0% 0,0% 2,2% 1,9% 1,9% -6% -4% -2% 0% 2% 4% Forecast net spend Change (%) to previous year Source: ZOG AdspendForecast Netherlands –June 2014 (1980-2016) - 500 1.000 1.500 2.000 Newspapers Magazines TV Radio Cinema Outdoor Internet €millions Net spendper medium type 2011 2012 2013 2014 2015 2016
  23. 23. 23 In 2013, total sponsor spend decreased with 6% (top 100 sponsors) compared to 2012. This is mainly caused by less sponsor spend in sport Source: SponsorMonitor2014 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded) Totalspendtop 100 sponsors 2012 2013 Index Total sponsor spend €311,805,000 €293,835,000 94 Average sponsor spend (per brand) €3,118,050 €2,938,350 94 - 100 200 300 400 500 600 Sports Art & Culture Entertainment Society Media (non-spot) Sponsor spendin mio€ Sponsor spend 2010-2013 2010 2011 2012 2013
  24. 24. 24 61% 9% 13% 7% 11% Sponsor contracts Sports Art & Culture Entertainment Society Media (non-spot) In 2013, 304 new (and renewed) contracts were closed. In 2012, this number was slightly higher (316) Source: SponsorMonitor2014 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded. The total value of all contracts in 2013 was €205,442,500; average €675,797 per contract. This means that fewer contracts summed up to an approximately equal amount as 2012 when the total value was € 208,297,500 (average €659,169).
  25. 25. 25 No. Brand Gross sponsor spend in €2013 1 Rabobank €36,000,000 2 Nike €15,000,000 3 AEGON €13,250,000 4 adidas €10,900,000 5 ABN AMRO €10,500,000 6 KPN €7,600,000 7 Philips €7,050,000 8 VriendenLoterij €6,600.000 9 Essent €6,100,000 10 McGregor €6,000,000 Rabobank, Nike andAEGON have been the top sponsors forseveralyears Source: SponsorMonitor2014 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded.
  26. 26. 26 TIME SPEND ANALYSIS
  27. 27. 27 A national Media Time Spend Study is available. This is a collaboration between: •Sociaalen CultureelPlanbureau •The 3 official media audience ratings: NOM, NLOand SKO Research study Media:tijdis released in Q2 2014 On top of the Time Spend Study, Media:tijdwill launch another study in 2015: •A data hub to combine audience ratings in order to analyze cross media reach Media:Timeis a unique and innovative research on media activities, media formats and media content. This study is considered the new standard for media activities. Source: Media:tijd2014, TA: 13+ (N=2,989)
  28. 28. 28 Dutch people spend more than 8 hours per day on media 0,23 0,72 0,5 0,6 0,99 1,55 3,26 2,36 8,87 10,34 0,17 0,2 0,55 0,51 0,81 1,51 0,59 4,32 8,18 11,35 0 2 4 6 8 10 12 Volunteerting Study, school Groceries, shopping Care for others On the go Housework Work Leisure time Media Sleeping, eating and personal care Hoursper day Main activities –Average time spent per day Weekend Weekdays Source: Media:tijd2014, TA: 13+ (N=2,989)
  29. 29. 29 Watching and listening (online or offline) are most time consuming media activities 3 2,88 0,77 1,22 0,27 0,55 0,18 2,32 3,35 0,82 0,8 0,41 0,42 0,07 0 1 2 3 4 Listening(online oroffline) Watching(online oroffline) Reading(paper orelectronic) Communicate(throughmedia) Gaming(electronic) Internet other Media other Hoursper day Media activities –Average time spent per day Weekdays Weekend Definitions Listening: to radio, (own) music/audio –offline, online or apps + live or non-linear Watching: TV-programs, videos or pictures -offline, online or apps + live or non-linear Reading: books, magazines, newspapers, door drops, newsletters –offline, online or apps Communicate: text messages, chat, e-mail, social media, forums, letters –offline, online or apps Gaming: consoles or game websites -offline, online or apps –except for board games and gambling Internet (other): online shopping, e-banking, search information -offline, online or apps Media (other): administration on computer, installation and use software Source: Media:tijd2014, TA: 13+ (N=2,989)
  30. 30. 30 Media consumption is high throughout the day but shows strongest peak in the evening; listening in daytime, watching in the evening 0 10 20 30 40 Minutes Media activities on an average day Listening (online or offline) Watching (online or offline) Reading (paper or electronic) Communicate (through media) Gaming (electronic) Internet other Media other Source: Media:tijd2014, TA: 13+ (N=2,989)
  31. 31. 31 MEDIA TRENDS, INCL. MULTI SCREEN
  32. 32. 32 Tablet and smartphone ownership still rising, whilst purchase intent for tablets slightly decreased. SimOnly subscriptions are growing in popularity. 7% 30% 49% 30% 48% 23% 6% 40% 56% 29% 48% 26% 5% 48% 61% 26% 47% 29% 0% 20% 40% 60% 80% Purchase intent- Tablet Ownership- Tablet Ownership- Smartphone Mobile phone/smartphonePrepaid Mobile phone/smartphoneSubscription (include phone) Mobile phone/smartphoneSubscription (Sim Only) Device ownership & purchase intent amongst NL13+ 2012-I 2012-II 2012-II 2013-I 2013-I 2013-II Source: NPDM 2012-I 2012-II; 2012-II 2013-I; 2013-I 2013-II
  33. 33. 33 ‘Trends in DigitaleMedia’ shows the same pattern. Tablet ownership increased with 0.8 million new users in 1stHY 2014. 6% 14% 14% 14% 23% 14% 34% 14% 44% 11% 53% 9% 56% 7% Own a Tablet/iPad Intention to purchase Tablet/iPad Historical development: tablet ownership and purchase intent June 2011 December 2011 June 2012 December 2012 June 2013 December 2013 June 2014 7.4 million users Source: Trends in Digital Media, GfK Intomart, June 2014; base: online population 13+ (N=1,008)
  34. 34. 34 93% of Dutch households have internet access at home. Internet access ‘on the go’ increases rapidly. 90% 44% 13% 26% 4% 20% 5% 92% 45% 12% 29% 5% 28% 4% 93% 45% 14% 34% 5% 37% 4% Internet access by location 2011 2012 2013 Source: Media Standard Survey 2011/2012/2013 (n = 5,100); Base = Total NL 13+
  35. 35. 35 Radio and internet popular on the go via smartphones. TV not jet popular on the go. 93% 34% 37% 45% 5% 14% 4% 67% 64% 27% 3% 6% 98% 34% 9% 4% 3% 2% 4% Place of access by medium type Internet Radio TV Source: Media Standard Survey 2013 (n = 5,100), Base = Total NL 13+,(* location isn’t asked for each medium type)
  36. 36. 36 Watching TV still most popular via traditional TV set, but also occurs a lot via PC/Laptop (23%). TV via tablet is rising (17%). Internet use via mobile (49%) and tablet (35%) is also popular. Source: Media Standard Survey 2013 (n = 5,100), Base = Total NL 13+, (* device isn’taskedforeachmedium type) 66% 23% 33% 12% 10% 58% 15% 33% 12% 10% 49% 9% 19% 6% 13% 35% 17% 16% 6% 5% 95% 20% 6% 5% 1% 72% 79% Medium type per device Laptop PC/desktop Mobile phone Tablet Traditional TV set* TV with internet access* Game console* Paper*
  37. 37. 37 Smartphone and tablet ownership increased where ownership of other devices decrease. Overall, the couch is most favorite location for portable devices Source: “Trends in Digital Media”, GfK Intomart, Jun 2014, base: online population 13+ (N=1,008) | * Game consoles measured since June 2014 76% 70% 65% 56% 26% 18% 0% 20% 40% 60% 80% 100% Ownership devices dec-12 jun-13 dec-13 jun-14 0% 20% 40% 60% 80% 100% Locationof usage Laptop/netbook Smartphone Tablet E-reader
  38. 38. 38 Second screen definition SECOND SCREEN Use of other screen (smartphone, tablet, laptop) while watching TV TO INTERACT WITH TV PROGRAM TO DO OTHER STUFF
  39. 39. 39 0% 10% 20% 30% 40% None of above Mobile Phone Laptop Tablet Desktop E-reader Multi Tasking while watching TV Q3 2014 Q2 2014 Q1 2014 Q4 2013 Q3 2013 Tablet and mobile show increased popularity as multitasking device. Playing games, chatting and reading news most popular activities 0% 10% 20% 30% Multi Tasking activities Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Source: GlobalWebIndex, 2013.Q3 -2014.Q3, Base Internet Users NL16+
  40. 40. 40 Based on time spend, social media, chatting and games are most popular while watching TV 0 5 10 15 20 25 30 0 1 2 3 4 Minutes per dayLive TV Minutes per dayMultitasking Multi Tasking Live TV -Time spend Social media, forums SMS, (online)chatting Play online games Live Radio Reading newspaper E-mail Other websites and apps Reading magazine Source: Media:tijd2014, TA: 13+ (N=2,989) Live TV MultiTaskactivity
  41. 41. 41 0 20 40 60 80 100 2010 2011 2012 2013 % TV TV heavy (24+ hours perweek) TV mid (14-24 hours perweek) TV light (0-14 hours perweek) Time spend on internet is increasing through time, TV and Radio remains steady 0 20 40 60 80 100 2010 2011 2012 2013 % Online Internet heavy (13+ hoursper week) Internet mid (5-13 hoursper week) Internet light (0-4 hours perweek) 0 20 40 60 80 100 2010 2011 2012 2013 % Radio Radio heavy (20+ hours perweek) Radio mid (5-20 hours perweek) Radio light (0-5 hours perweek) No big shift in time spend to TV and Radio. Although Internet usage has grown largely from 2010 with less people in the small usage group and more people in the big usage group every year. Source: NPDM releases: 2010 II –2011 I to 2013 I –2013 II, base: total NL 13+
  42. 42. 42 Gender Multitasker while watching TV: 16-34 year olds, mostly low income and interested in sport, fashion, cars, science and movies. 47% 53% 19% 22% 22% 20% 17% 0 50 100 150 0% 25% 50% Source: GlobalWebIndex, 2014.Q3, Base Internet Users NL16+ (N= 761), TA: MultiTaskerWhilewatchingTV (N=500) 26% 47% 27% Low (Bottom 25% income) (index 107) Mid (Mid 50% income) (index 108) High (Top 25% income) (index 101) 0 50 100 150 0% 20% 40% 60% % Agree Index Interests Income Age
  43. 43. 43 SPOT and Remotely.tv introduced Social TV Ratings: a monthly report of the number of TV related tweets. September top 10 Social TV buzz is booming, Starcom uses own tool Echo Listening to analyze social media buzz. SPOT introduced Social TV Ratings to count tweets around TV content Source: http://www.spot.nl/publicaties/social-tv-ratings, data collected 14 September 2014Source: Echo Listening, Starcom NL From Echo Listening analyses we’ve learned that people like to talk about (special) TV campaigns. People also like to talk about TV campaigns via social media. However most of the conversations are not program related Positie Datum Tijd Titel Zender Tweets 1 17-09-2014 20:40 CL: Ajax –Paris Saint-Germain NPO3 24.621 2 18-09-2014 21:00 ELSevilla FC –Feyenoord RTL 7 11.132 3 16-09-2014 20:40 CL: Borussia Dort. –Arsenal NPO 3 11.043 4 30-09-2014 20:40 CL: APOELNicosia –Ajax NPO 3 10.558 5 16-09-2014 12:30 NOS Prinsjesdag NPO 1 9.889 6 09-09-2014 20:35 EK KW 2016: Tsjechie–Ned. NPO 3 7.642 7 19-09-2014 22:30 RTL Late Night RTL 4 7.129 8 05-09-2014 20:30 The voiceof Holland RTL 4 6.728 9 04-09-2014 20:00 Oefenint: Italie–Ned SBS 6 6.450 10 27-09-2014 20:00 Hollands’sGot Talent RTL 4 4.671
  44. 44. 44 Programmatic Trading (PT) makes it possible to better monitor where and when and to whom your ads are digitally served. PT is growing fast with 15% in 2012 to 35% in 2013 and a big rise is expected in 2014. RTB is an online auction for an advertising space. Real Time Bidding (RTB) is responsible for 77% in 2013 of programmatic trading in the Netherlands. Programmatic Trading is the future of digital advertising market Source: Deloitte Adspend2014 Non RTB RTB Most of the experts are convinced that one day RTB will be available for TV and Radio buying as well. Within what time spend this shift will take place is discussed al lot by experts.
  45. 45. 45 Twitch.tv has many streams of all the popular games and in big tournaments there are million viewers worldwide. Popular games are League of Legends and Starcraft2. Trend: eSportsviewing –Watching gamers playing video games in streams all over the world Source: http://www.pu.nl/artikelen/blog/hoogtijdagen-voor-esports/
  46. 46. 46 TELEVISION
  47. 47. 47 SKO audiencemeasurementin the Netherlands ‘StichtingKijkOnderzoek’ (SKO) is the primary provider of the official television audience ratings in the Netherlands. SKOis a non-profit organization, organized as a Joint Industry Committee (JIC). The television audience measurement provides information on how many people watched a program, when they watched and what their characteristics are. Viewing data is collected second-by-second by means of a metering system. Ratings are reported minute-by-minute for channels received in the Netherlands independent of the way their signal is distributed. Source: www.kijkonderzoek.nl, 2ndof July 2014
  48. 48. 48 CENSUS DATA By using VAST technology for online video (IAB standard) Introduction by SKO: 1 July’14 –1 January ‘15 PANNEL DATA Who is watching? What is % reach? Start 2015 DATA FUSIONMid 2015 ONLINE VIDEO TOTAAL Early 2016 TV TOTAL (Linear & non-linear; via TV screen) Existing AV Total(Early2016) SKO ultimate aim: measure all online video content (include online vendors as YouTube) The core of the audience measurement is the common currency (total viewing). The measurement includes guest viewing in the panel households and time shifted viewing (on the day of broadcast and the six days that follow). 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, 2ndof July 2014
  49. 49. 49 STER (Dutch Government) RTL SBSBroadcasting 54 regionalchannels Dutch TV channels, with advertising possibilities (I/II) Source: retriever.nl, Sept 2014 Note: RTL 7 andRTL Z share a channel;RTL Lounge andRTL Crime are paid(digital) channels Radio andTV channelsof Dutch Public Broadcastingare rebrandedas NPO.
  50. 50. 50 The Walt Disney Company Benelux Triade Media BE VIACOM Discovery Networks Benelux FOX International ChannelsBenelux Dutch TV channels, with advertising possibilities (II/II) Source: retriever.nl, October 2014 | http://www.adformatie.nl/nieuws/bericht/ad-sales-samenwerking-fox-international-channels-en-branddeli, 12thNovember 2013 Note: share a channelwithVeronica Note: mostlypaid(digital) channels Note: allNick channelsshare onechannel.
  51. 51. 51 Due to the effect of the FIFA world cup STER market share increased in 2014 1HY. Market share RTL and SBS remain stable through time, as where BrandDelishows an slight decrease after years of increase in market share Source: SKO Jan 2012.Q1 –2014.Q2, 02.00-26.00 based on all adults 13 + 35% 24% 14% 10% 2% 0% 10% 20% 30% 40% STER RTL SBS BrandDeli Triade Market share 2012 1HY 2012 2HY 2013 1HY 2013 2HY 2014 1HY
  52. 52. 52 Thanks to Ned 1 the market share of the public broadcaster (STER) has increased in the first half year of 2014. Ned 3 shows a big decrease compared to q3/q4 2013. Source: SKO 2012 Jan 2012 –July 2014, 02.00-26.00 based on all adults 13 + 0% 10% 20% 30% Market share 2013 1HY 2013 2HY 2014 1HY STER RTL SBS BrandDeli Triade
  53. 53. 53 0 100 200 300 400 500 600 700 800 Media Spend per Channel (in Millions) 2013 Q1-Q3 2014 Q1-Q3 +127% +246% +164% -18% -19% -9% A big growth for NPO 1 in advertising revenue due to big sport events in 2014. Overall Q1-Q3 2014 shows a growth of 14%. Source: Nielsen, 2013 –2014, Data run off on 12 November 2014
  54. 54. 54 0 50 100 150 200 250 300 350 400 450 Gross media spend (in millions) 2011 2012 2013 2014 There is a strong seasonality in TV in which the summer period shows a strong decrease in media spend. Media spend shows highest spend levels in springand fall. TV vendors all uses monthly indices to reflect the seasonality influences in their rate card. Clear spend seasonality influences for Television. Source: Nielsen, 2011 -2014, Data run off on 12 November 2014
  55. 55. 55 When looking at individual brand level in television advertising, Jumbo comes out on top followed by Albert Heijnand Kruidvatall are retail brands No. Brand Category Gross spend in €2014 1HY 1 Jumbo Retail 45.679.291 2 Albert Heijn Retail 39.300.547 3 Kruidvat Retail 35.316.523 4 C-1000 Retail 28.187.563 5 Nivea Personalcare 25.790.812 6 Renault Automotive 21.287.929 7 McDonalds Fastfood 20.786.971 8 Plus Retail 20.344.746 9 Coca Cola Soft Drink 18.754.305 10 Unox Food 17.899.840 Overall, Retail brands dominate the top 10 with 5 brands. Source: Nielsen, 2014 Q1-Q3, data run off on 5 November 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  56. 56. 56 Clutter of broad family/women’s channels. Kids and male channels have a more distinct profile. Male Young Old Female Source: SKO, 2014 Q1-Q3, all adults 13+
  57. 57. 57 98% Households with TV 1.7 Average # of TVs per household 37% Hard disc-recorder ownership 2013 76% 82% Digital TV reception 2012 vs. 2013 Source: SKO TV in the Netherlands 2013 | Media Standaard Survey 2013 TV trends and developments –I
  58. 58. 58 Average viewing time per day (6+) in 2013: 195 minutes (196 in 2012). Viewing time appears to stabilize at the same level as 2005 (nearly 200 minutes per day). Watching linear TV is still the norm, but Catch-up TV gains ground with an average viewing time from 6 minutes in 2012 to 9 minutes per day in 2013 (4,5% of total viewing time). 17% of Dutch households have TV with internet access Source: SPOT TV Annual Report 2012 + 2013 | Media Standaard Survey 2013 TV trends and developments –II Average viewing time in minutes per day
  59. 59. 59 TV trends and developments –III Source: SPOT Annual Report 2012 (based on all adults) | MovingPictures 2013 98% 2% 1% 1% 98% 1% 1% 0% 98% 0% 1% 1% 0% TV Desktop Laptop Tablet Smartphone Watchinglive TV (minutes) –per device 2011 2012 2013 Although the three main cable operators offer more opportunities to watch live TV (Laptop, Tablet, Smartphone), we haven’t yet seen a big shift in devices that are used.
  60. 60. 60 TV trends and developments –IV Q1 2015 RTL will start a new channel RTL Z. RTL Z is now broadcasting during daytime on RTL 7. Per 2015 RTLZ will broadcasting 24/7 about the latest financial and economic news. Source: http://www.nrcq.nl/2014/09/18/rtl-z-wordt-24-uurs-nieuwszender; http://www.show.nl/showflits/2014/gezinsuitbreiding-voor-sbs-want-sbs9-komt-er-aan/ Also starting in Q1 2015 SBS9 The SBS-group start a new channel that will focus on films and series. In 2015 Eurosportwill join the BrandDellitelevision group
  61. 61. 61 VIDEO ON DEMAND
  62. 62. 62 Definitions Two options for non-linear TV viewing: On TV screen (set-top box with hard disk or hard disk-, video-or DVD recorder) Non-linear TV viewing within 6 days of programming is added to the regular TV viewing ratings. Online (Laptop/Tablet) Per 2015 SKO is planning to deliver the first online video commercial data (census data). Census data will be available for both traditional as non-traditional broadcasters. The next step in 2015 is to add panel data to the census data. 40% of non-linear TV viewing is on the same day; 28% is watched the day after the original broadcast Source: SPOT TV Annual Report 2013 4.5% of total viewing time is non-linear via TV screen. VIDEO ON DEMAND TV screen, Laptop, Tablet and/or Smartphone. Non-linear TV-viewing (broadcast by traditional broadcasters, i.e. RTL, SBS and Ster) Broadcast via non-traditional broadcasters (i.e. Netflix, Youtube, etc)
  63. 63. 63 0 5 10 15 20 25 NL 13+ Men Women 13-19 year 20-34 year 35-49 year 50-64 year 65+ year Minutes per day Non-Linear TV Other professional content User generated/youtube Average minutes per day on non-linear viewing Content Little difference between men and woman in content consumption. Professional content most popular, only the younger target group spend equal time on professional content as user generated content Source: Media:tijd2014, TA: 13+ (N=2,989)
  64. 64. 64 Main players ‘traditional’ non-linear viewing Harddiskrecorder ‘RTL XL’ & ‘SBS Gemist’ A selection of TV content from the RTL/SBS channels. Also includes previews of shows and a selection of movies and series (mostly paid content). RTL is experimenting with subscription instead of pay-per-view. Available via Laptop, Smartphone, Tablet, Smart TV ‘UitzendingGemist’ (NPO) TV content from all the public TV channels. Available via Laptop, Smartphone, Tablet, Smart TV NLziet(NPO, RTL, SBS) NLzietis a subscription (8,-p/m) 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 Source: http://www.adformatie.nl/nieuws/bericht/npo-rtl-en-sbs-samen-in-video-on-demand, 15thNovember 2013 | Update July 2014
  65. 65. 65 Mainplayersnon-traditional PatheThuis(Patheat Home). Cinema media owner Pathedeveloped a platform to watch movies at home (pay-per-movie). Available via Laptop, Tablet and Smart TV. Since September 2013 Netflix is active in the Dutch market. For €8.-per month users have unlimited access to movies and series. Netflix announced to raise the subscription price to €9,-for new users. When the new price will be introduced yet to be announced. Available via Laptop, Tablet, Smartphone and Smart TV. YouTube mostly user-generated content. The first paid channels have already been introduced. Not yet in the Netherlands, but is likely that in the near future paid channels will also be launched in the Netherlands. RTL Nederland has announced to launch a Multi-Channel Network (MCN) at the end of 2014. Available via Laptop, Tablet, Smartphone and Smart TV. Videolandwas 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. In August 2013 RTL took over Videoland.
  66. 66. 66 The increased reach in April is caused by the addition of mobile data to DDMM. Although NPO and RTL increased strongly due to added reach mobile, YouTube remains main channel for video on demand Source: DDMM (TA 13+ N=1,800) From Apr ‘14 mobile and tablet numbers were added in DDMM hence the total increase 0 10 20 30 40 50 60 70 80 okt-13 nov-13 dec-13 jan-14 feb-14 mrt-14 apr-14 mei-14 jun-14 jul-14 aug-14 sep-14 MonthlyReach Video on Demand RTL XL KIJK SBS6 / NET5 / Veronica Uitzending gemist (NPO) Pathe (thuis & App) YouTube Netflix
  67. 67. 67 People still watch online Video on Desktop/Laptop still twice as much as on Tablet and Smartphone 29% 9% 10% 1% 2% 3% 41% 15% 14% 3% 8% 8% 23% 15% 16% 5% 12% 11% 7% 33% 42% 52% 45% 44% 27% 19% 39% 32% 34% Desktop/Laptop Tablet Smartphone Gameconsole Set-up Box Smart TvInternet Reach for devices used by people to watch video on demand Daily Weakly Monthly Never Don't own this device Source: Motivactiononderzoekonline video 2014
  68. 68. 68 RADIO
  69. 69. 69 Radio audience measurement National LuisterOnderzoek(National Listening Research) Based on 7,500 respondents Since July 2012: use of Media Standard Survey for weighting Test with media watch (using audio-matching technique) Aim is to calculate radio reach per minute instead of per 15-minute interval, NLO will start testing this in 2015 in a smartphone app and if everything goes well it will be available in 2016. Source: NLO persbericht15 October 2014
  70. 70. 70 STER OneMedia Sales SkyRadio Group Q-Music NL FDMedia Factory Dutch radio stations, with advertising possibilities (I/II) Source: retriever.nl, July 2014
  71. 71. 71 Flux Media Factory Groot Nieuws Radio 94 regionalstations 18 online stations Dutch radio stations, with advertising possibilities (II/II) Note: ORN(government) and E Power (commercial) take care of the sales of approximately 30 stations Note: Sales via E Power, but with national coverage Source: retriever.nl, July 2014
  72. 72. 72 Based on 2014 1HY Radio 538 is market leader. Radio 1 had a big increase in the months June and July when big sport events were broadcasted (WC Football and Tour de France). Sky Radio and Radio Veronica are losing market share. Source: NLO, based on audience of 10+, Note: % is Apr-May‘14 vs Aug-Sep‘14 0% 5% 10% 15% Market share (%) Apr-May 2014 Jun-Jul 2014 Aug-Sep 2014 -4% + 6% -13% + 12% -10%
  73. 73. 73 0 20 40 60 80 100 120 Media Spend per Station (in Millions) 2013 Q1-Q3 2014 Q1-Q3 +34% +112% +9% -8% -10% -12% The three biggest radio stations by advertising revenue are Radio 538, Q-Music and Sky Radio. Source: Nielsen, 2013 –2014, Data run off on 12 November 2014
  74. 74. 74 0 10.000 20.000 30.000 40.000 50.000 60.000 70.000 80.000 Gross media spend X 1000 2011 2012 2013 2014 Although the spend levels for Radio differ within the years, there seem to be a clear seasonality influences. From January to June spending´s slowly increase. After a dip in the summer period, the radio spending's increase to their maximum in Q3 (due to multiple top-lists and Christmas actions at the end of the year). Some Radiovendors all uses monthly indices to reflect the seasonality influences in their rate card. Seasonality spend influences for radio. Source: Nielsen, 2011 -2014, Data run off on 12 November 2014
  75. 75. 75 When looking at individual brand level in Radio advertising, Ziggocomes out on top followed by Kruidvatand Lidl No. Brand Category Gross spend in €2014 Q1-Q3 1 Ziggo Telecom 15.616.449 2 Kruidvat Retail 9.023.119 3 Lidl Retail 8.882.479 4 Peugeot Automotive 8.313.756 5 Volkswagen Automotive 7.513.750 6 Citroen Automotive 7.260.172 7 Rabobank Finance 6.924.489 8 Vodafone Telecom 6.473.446 9 Volvo Automotive 6.221.599 10 Opel Automotive 5.615.016 Overall, Automotive dominates the top 10 radio spend with 5 brands. Telecom and Retail is next both having 2 brands in the top 10. Source: Nielsen, 2014 Q1-Q3, data run off on 6November 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  76. 76. 76 For the older audience there is some clutter, mostly in public broadcasting stations. A young and more female station is missing in the radio landscape Male Female Source: NLO, 2014 Q1-Q3, basedon 13+ Old Young
  77. 77. 77 All commercial national radio stations are completely digital since 1stSeptember 2013. Next to FM, these stations will also be aired on DAB+ (Digital Audio Broadcasting)DAB+ offers better, noise-free quality and extra possibilities like a pause-button. This opportunity makes radio more on-demand than before. In 2014 a campaign was launched to raise the awareness of Digital Radio. To raise the awareness of DAB+. The most famous dj’son the Dutch radio participated in a television campaign called: ‘Let’s get Digital’ All national stations on DAB+; A large campaign was launched to create to raise awareness for Digital Radio Source: http://www.digitalradio.nl/nieuws
  78. 78. 78 Desktop and laptop getting less popular for radio usage. Mobile phone and tablets show an increasing trend as device for listening to digital radio 0% 5% 10% 15% 20% 25% 30% 35% Dec '11 June '12 Dec '12 June '13 Dec '13 June '13 Digital radio listening* Desktop Laptop Smartphone Tablet SettopBox Source: Trends in Digital Media 2014, GfKIntomart, Juni2014, base: online population 13+ (N=1,008) * Listen sometimes
  79. 79. 79 Most time spend online radio via SettopBox, followed by Desktop. Radio station apps getting popular, although Spotify is way ahead Source: Trends in Digital Media, GfK Intomart, June 2014, base: online population 13+ who own a tablet and/or smartphone 36 71 20 22 30 63 0 50 100 150 200 250 Average minutes per week Streaming-/network player SettopBox Tablet Smartphone Laptop Desktop 0% 5% 10% 15% 20% Spotify 3FM Radio 538 Q-music Radio 2 Sky Radio Nederland.fm Radio 1 Tune in FM 100% NL Classic Radio Apps (downloaded) Tablet (n=575) Smartphone (n=681)
  80. 80. 80 Streamingmusic Application-based (laptop & smartphone) music streaming service. 5.5 million free users 1.5 million monthly active free users Reach Q3 201426,8% Source: Spotify; DDMMQ3 2014 (TA 13+ N=1,800) Web-based music streaming service. Also available on smartphone (partner with telecom provider T-Mobile) Spot advertising within playlist possible. Personalised radio station, introduced in 2012 by Sky Radio Group. Club Judge (online Party/Event platform) offers non-stop DJ- set via My Radio Reach Q3 20141,7% Reach Q3 20140,8% An audio platform that enables sound creators to upload, record, promote and share their originally-created sounds. Reach Q3 20146,8%
  81. 81. 81 DIGITAL
  82. 82. 82 STIR has stopped as the official audience measurement currency in the Netherlands STIR was the primary provider of the official audience ratings for onlinein the Netherlands. As of June 2013, the Joint Industry Committee (JIC) has stopped measuring reach figures of websites. Dutch Digital Media Measurement (DDMM) is the new provider of the official audience ratings for online. On 12thNovember, the new data for digital media is presented. DDMM is an initiative of VINEX (online vendors) and PMA (media agencies) using the panel and methodology of GfK. Source: www.stir.nl, 25thSeptember 2013 | http://www.vinex.nl/nieuws/eerste-meetresultaten-digitaal-bereiksonderzoek-ddmm/, 12thNovember 2013
  83. 83. 83 DDMM reach data is not comparable with previous figures due to differences in technology The methodology of DDMM is different than the digital measurement of STIR (which means reach data can not be compared). The main differences are: -DDMM data is weeklyavailable in stead of monthly -Online reach is measured from 6 years old in stead of 13 years old -Online usage is limited to private use, not at work In June, mobile(tablet and smartphone) data will be integrated to the panel. Also, many extra demographics are available to analyze the online behavior of more detailed target audience. Source: http://www.vinex.nl/nieuws/eerste-meetresultaten-digitaal-bereiksonderzoek-ddmm/, 12thNovember 2013
  84. 84. 84 The Standard Ad Units Source: IAB: http://www.iab.nl/onze-kennis/standaarden-en-richtlijnen/display-advertising/iab-rising-star-ad-units/, data collected on 10thDecember 2013 At this moment, 80% of the display advertisements follow the IAB standards. To stimulate the industry and create new possibilities for dynamic brand advertising, IAB US launched a new portfolio of Standard Ad Units in February 2012. This portfolio includes new interactive ad units which are designed and tested by premium vendors and agencies of the digital world.
  85. 85. 85 The Netherlands has the 5th highest internet penetration worldwide. Only Iceland, Sweden, Denmark and Norway have higher penetration levels. 94,0% 0% 20% 40% 60% 80% 100% Iceland Norway Sweden Denmark Netherlands Finland United Kingdom Australia New Zealand Japan Germany South Korea France Canada Austria Ireland United States Argentina Spain Czech Republic Slovenia Hungary Lithuania Poland Portugal Russia Greece Italy Brazil Chile South Africa Turkey China Mexico Thailand Indonesia India Pakistan Internet penetration in 2012 vs 2013 2012 2013 Source: 2012 data: eMarketerGlobal Digital Atlas 2012; 2013 data: Internetworldstats.com penetration based on total population
  86. 86. 86 21% 11% 12% 32% 25% 13% 13% 36% 27% 14% 14% 36% 33% 14% 15% 37% 40% 14% 17% 38% 42% 14% 18% 38% Social Networks Buying/selling Streaming video Searching for info 2010 II - 2011 I 2011 I - 2011 II 2011 II - 2012 I 2012 I - 2012 II 2012 II - 2013 I 2013 I - 2013 II Over the last two years all online activities have shown an increase in usage. Social networking became very popular: frequent usage doubled in 2.5 years Source: NPDM releases: 2010 II –2011 I to 2013 I –2013 II, base: total NL 13+ Online activities done ‘often’ –across time
  87. 87. 87 28 28 29 29 29 30 36 42 42 42 0 10 20 30 40 50 Brazil Taiwan Turkey Thailand France Poland Netherlands UK Canada United States Average hours per visitor (per month) Countries with highest time spent online by women Online population is slightly more male, but on a global level Dutch women spent more time online than in most other countries. Internet penetration only stays behind amongst 65+ and lower educated (though showing strong growth). Internet penetration NL 2011 2012 2013 Index (13/11) Male 90.1% 91.1% 92.2% 102 Female 84.4% 86.7% 88.1% 104 13-17 years old 100.0% 99.6% 98.9% 99 18-24 years old 99.4% 97.6% 99.5% 100 25-34 years old 98.2% 98.0% 98.8% 101 35-49 years old 95.3% 97.8% 98.1% 103 50-64 years old 86.9% 90.0% 92.1% 106 65+ 55.0% 57.9% 61.2% 111 Low education 62.7% 66.3% 70.5% 112 Medium education 90.6% 92.5% 93.3% 103 High education 96.7% 97.4% 97.7% 101 Source: Media Standard Survey 2013 (N= 5,100) Source: comScore data gem, basedon comScore MMX, Jan 2013, worldwide, femalesaged15+
  88. 88. 88 Mobile phone and tablet increase their popularity as a device to get online. Most people (71%) do have online access on a daily bases. 0% 25% 50% 75% 100% Honderden Online access in % 2012 I- 2012 II 2012 II - 2013 I 2013 I - 2013 II 71% 9% 6% 2% 0% 0% 0% 3% 1% 7% (Almost) daily 4-5 daysa wk 2-3 daysa wk Once awk Onceevery 2wks Once amonth < once amonth Never Don'tknow Noaccess athome Online access -At home 9% 19% 10% 4% 1% 1% 1% 2% 1% 52% (Almost) daily 4-5 daysa wk 2-3 daysa wk Once awk Onceevery 2wks Once amonth < once amonth Never Don'tknow Noaccess atwork Online access -At work Source: NPDM releases: 2012 I –2012 II to 2013 I –2013 II, base: total NL 13+ Source: NPDM 2013 I –2013 II, base: total NL 13+
  89. 89. 89 35% 39% 21% 3% 27% 40% 24% 7% 29% 34% 27% 9% 21% 32% 27% 20% 15% 29% 30% 26% 12% 28% 30% 29% 13% 24% 33% 30% 1 device 2 devices 3 devices 4+ devices Number of owned devices June 2011 Dec 2011 June 2012 Dec 2012 June 2013 Dec 2013 June 2014 Device ownership increase from only one in 2011 to more then three in 2014. On average a consumers owns 2.9 devices. Source: “Trends in Digital Media”, GfK Intomart, Jun 2014, base: online population 13+ (N=1,008) Consumers own 2.9 of these devices on average: -PC (desktop) -Laptop/netbook -Smartphone -Tablet -e-reader* * e-reader is measured since December 2012
  90. 90. 90 Google and Facebook are leading in terms of reach for all platforms combined, Whatsappis still growing and has a high frequency of use # Top 10 DgtlBrands Reach (%) Reach (‘000) # Visits(‘000) Frequency 1 Google (exlYT) 80,6 11,365 436,857 38,4 2 Facebook 77,1 10,875 1,147,731 105,5 3 Youtube 66,1 9,318 118,120 12,7 4 Marktplaats 53,6 7,558 77,117 10,2 5 Whatsapp 50,3 7,083 811,151 114,5 6 Nu.nl 45,1 6,360 171,139 26,9 7 ING 44,3 6,245 122,159 19,6 8 Bol.com 44,1 6,220 24,625 4,0 9 Wikipedia 43,4 6,119 30,032 4,9 10 Hotmail 39,4 5,548 92,406 16,7 Source: DDMM, All platforms Sep 2014, TA: 13+ 2 2 2 2 3 3 3 3 5 10 0 4 8 12 Sanoma Group Warner Music Telegraaf Media Group Maker Studios Inc. RTL Group Sites Publieke Omroep VEVO Vimeo Facebook Google Sites Unique Viewers (000) Top 10 Online Video Properties Source: comScore data gem, basedon comScoreVMX, Jan 2014,
  91. 91. 91 Online display advertising market still plagued by high % of waste* Percentage waste Source: MeMo² & DMA-Institute, MeMo² & DMA-Institute Benchmark. Base +5 billion impressions amongst the Dutch market *Waste being defined as served online impressions that were served in an inactive screen (e.g. when multiple browsers or browsertabs are open simultaneously) or above/below the fold (i.e. when scrolling up/down and banners are served outside the screen that’s in-view) 40% 37% 34% 59% 57% 53% 60% 63% 66% 41% 43% 47% 0% 20% 40% 60% 80% 100% 2012 2013 2014 2012 2013 2014 In view > 0 sec. In view > 5 sec. % not in-screen % in-screen
  92. 92. 92 Update cookie legislation. After hasty introduction of EU legislation in June 2012, the Dutch government is going to ease the legislation. No more cookie walls. A more subtle approach seems sufficient. An information bar that tells the visitors that cookies are placed. No longer user permission needed for non-privacy breaking cookies (like analytics cookies). Website has to inform visitors about all other cookies that are placed. A subtle notification is enough. When an user accept the cookies the notification bar will disappear. 91% 9% Cookie law expectations No impact Increasing advertising revenue Source: IAB report on Online Ad Spend, the Netherlands H1 2013 | Update July 2014: http://www.rijksoverheid.nl/nieuws/2014/03/28/cookiewetgeving-versoepeld.html
  93. 93. 93 SOCIAL MEDIA
  94. 94. 94 Facebook seems to have plateaued at very high level. YouTube is (stable) second network in terms of claimed usage Source: Newcom, Dutch National SocialMedia Survey 2014, TA: 15+ Do youusethe SocialMedia listedbelow? 80% 60% 40% 20% 0% 2011 2012 2013 2014 53% 47% Almost 9 out of 10 people use Social Media
  95. 95. 95 Facebook and YouTube are most used platforms in the year 2014 Source: Newcom, Dutch National SocialMedia Survey 2014, TA: 15+ Socialmedia in the Netherlands in 2014 The absolute numbers are a projection of the results based on the following data: Number of Dutch peopleTarget population Dutch people15+ 16.779.5750,83 Internet penetrationPopulation 0,9413.067.554 Main platforms: Upcoming platforms:
  96. 96. 96 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Total Age 16- 24 Age 25- 34 Age 35- 44 Age 45- 54 Age 55- 64 Account ownership Q3 2013 Q4 2013 Q1 2014 Q2 2014 Facebook is climbing in people owning an account but the active users are declining 0% 10% 20% 30% 40% 50% 60% 70% 80% Total Age 16- 24 Age 25- 34 Age 35- 44 Age 45- 54 Age 55- 64 Active users monthly Q3 2013 Q4 2013 Q1 2014 Q2 2014 Source: GlobalWebIndex, 2013.Q3 -2014.Q2, Base Internet Users NL16+ (N= 761), Have donein the past month
  97. 97. 97 11 12 16 8 7 8 15 25 28 35 29 34 26 39 29 29 28 32 31 30 28 24 24 17 24 21 25 15 11 8 4 8 8 11 4 Facebook Twitter Instagram Linkedin Pinterest Google+ Tumblr Age distribution of social networking sites in NL 65+ 50-64 35-49 20-34 13-19 Instagram and Tumblr are youngest networks Source: DDMM, Q3 2014, 13+ Age Age distribution Penetration Average number of platforms used 15-19 8% 99% 4 20-39 35% 97% 3 40-64 42% 84% 2 65-79 11% 68% 1 80+ 3% 63% 1 Social Media listed usage Source: Newcom, Dutch National SocialMedia Survey 2014, TA: 15+
  98. 98. 98 SocialMedia users in the Netherlands: All layers of society use Social Media, but privacy concerns are still an issue Hesitants 4.6 million Convinced 3.5 million Dedicated 2 million Sceptic 3million Source: Newcom, Dutch National SocialMedia Survey 2014, TA: 15+ Limited use of Social Media Neutral attitude towards Social Media Hesitant about future role Limited or no use of Social Media Social Media is a distant concept No confidence whatsoever Active on several platforms Relatively confident A part of life More than average use of Social Media Confident in increasing role Social Media Open to new developments
  99. 99. 99 Within the social media landscape alternative platforms are emerging, focusing on people’s tastes and interests Smarts Tastes/Interests Ego Source: SMG proprietary qualitative research, Youth Human Experience Centre –Curated Market Places, January 2013
  100. 100. 100 MOBILE
  101. 101. 101 Smartphone penetration is further increasing to 70% 39% 45% 48% 58% 65% 67% 70% 0% 20% 40% 60% 80% Historical development of smartphone penetration in NL Source: “Trends in Digital Media”, GfK Intomart, Jun 2014, base: online population 13+ (N=1,008) 9 million Smartphone users
  102. 102. 102 All age groups become more mobile through time. Across all groups, except for 13-17, an increased tablet penetration is evident 0% 25% 50% 75% 100% Men Women Age 13-34 Age 35-49 Age 50-64 Age 65+ % uses a smartphone jun-11 dec-11 jun-12 dec-12 jun-13 dec-13 jun-14 0% 25% 50% 75% 100% Men Women Age 13-17 Age 18-34 Age 35-49 Age 50-64 Age 65+ % uses a tablet Source: “Trends in Digital Media”, GfK Intomart, Jun 2014, base: online population 13+ (N=1,008)
  103. 103. 103 0 1 2 3 4 5 Averagetime spendin minutes Smartphone and tablet usage during the day Smartphone Tablet Tablet and mobile usage show biggest gap during daytime; mobile is used on the way and at work; tablet mainly at home Source: Media:tijd2014, TA: 13+ (N=2,989)
  104. 104. 104 Main mobile phone activities are calling, text messages, chat, internet, e-mail, camera and social media 79% 77% 28% 8% 19% 39% 49% 54% 8% 73% 4% 43% 71% 17% 84% 77% 30% 74% Mobileactivities Internet E-mail Video TV Radio Navigation Games Downloading apps As e-ticket Camera Books Online banking Social media Online shopping Call Text messages Music Chat Source: “Trends in Digital Media”, GfK Intomart, Jun 2014, base: online population 13+ (N=1,008)
  105. 105. 105 Main tablteactivities are internet, e-mail, games and social media 90% 74% 35% 32% 16% 11% 66% 53% 4% 42% 20% 41% 67% 38% 6% 3% 17% 8% Tabletactivities Internet E-mail Video TV Radio Navigation Games Downloading apps As e-ticket Camera Books Online banking Social media Online shopping Call Text messages Music Chat Source: “Trends in Digital Media”, GfK Intomart, Jun 2014, base: online population 13+ (N=1,008)
  106. 106. 106 The Standard Ad Units –Mobile andtablet Display Source: IAB website: http://www.iab.nl/2014/06/12/iab-taskforce-mobile-past-mobile-advertising-standaarden-aan-2/, data collected on 30thJune 2014 The usage of mobile internet and smartphone apps increased significantly in the past few years. This has led to the fact that mobile advertising became a substantial component of the online advertising market. As a result of the expanded market, IAB defined guidelines for standardization. Display banner Smartphone Smartphone standard: Single: 640 x 100 Double size: 640 x 200 Half page: 640 x 500 / 640 x 480 Full page: 640 x 960 Tablet standard: Medium rectangle: 600x 500 Floor ad: 728 x 60 Full page (portrait): 1536 x 2048 Full page (landscape): 2048 x 1536 Leaderboard: 728 x 90
  107. 107. 107 Mobile and In-app is showing high growth in 2013. Website/browser Display advertising revenue per medium Breakdown Mobile website and In-app 2013 Mobile website & In-app E-mail 4% 9% 87% 2011 2012 2013 In-app Mobile website 1,4% 1,2% 1,6% 1,6% 4,7% 5,3% Source: IAB report on Online Ad Spend, the Netherlands 2013
  108. 108. 108 Most activity on PC/Laptop. Mostly same activities at different platform, although popularity activities per platform differs. 19% 20% 21% 22% 23% 25% 28% 29% 32% 32% Reviewed a product or brand online Search for product or service to buy Used Instant Messenger Uploaded photos online Watched a video clip Managed your social network profile Checked the weather online Used a social networking service Used Webmail Used internet banking Top 10 -Mobile 33% 41% 44% 46% 46% 48% 51% 55% 58% 71% Played an online game Checked the weather online Uploaded photos online Search for product or service to buy Managed your social network profile Purchased a product online Used Webmail Reviewed a product or brand online Watched a video clip Used internet banking Top 10 -PC / Laptop 9% 11% 11% 12% 12% 13% 14% 14% 15% 16% Checked information on music, leisureor entertainment Played an online game Managed your social network profile Watched a video clip Search for product or service to buy Reviewed a product or brand online Used a social networking service Used Webmail Checked the weather online Used internet banking Top 10 -Tablet Source: GlobalWebIndex, 2014.Q3, Base Internet Users NL16+ (N= 761), Have donein the past month
  109. 109. 109 Apps are main platforms for mobile usage, especially for smartphones Source: DDMM, average monthly reach Q3 2014, TA:13+ 33% 34% 35% 40% 41% 42% 54% 60% Gmail Facebook.com Google Search (app) Facebook… Youtube (app) Google Maps (app) Facebook (app) Whatsapp (app) Overall top smartphone titles Phone reach % 21% 21% 22% 23% 25% 25% 34% 38% Candy Crush (app) Gmail (app) Bol.com Google.nl Facebook.com Google Search (app) Youtube (app) Facebook (app) Overall top tablet titles Tablet reach %
  110. 110. 110 In media apps both on mobile and on tablet Nu.nl and Youtubeare most widely spread 7% 8% 8% 8% 13% 13% 17% 18% 38% 44% NPO (uitzending gemist) RTL XL Ad.nl Ziggo De Telegraaf Teletekst Spotify NOS Youtube Nu.nl Top 10 Media apps-Mobile 11% 15% 15% 16% 19% 19% 20% 22% 38% 42% RTL Nieuws Teletekst NPO (uitzending gemist) Ziggo RTL XL Spotify De Telegraaf NOS Youtube Nu.nl Top 10Media apps-Tablet Avarage# of apps on Mobile: 27 Avarage# of apps on Tablet: 26 Source: “Trends in Digital Media”, GfK Intomart, Jun 2014, base: online population 13+ (N=1,008)
  111. 111. 111 PRINT
  112. 112. 112 NOMaudience measurement in the Netherlands ‘NationaalOnderzoekMultimedia’ (NOM) is the primary provider of the official print audience ratings in the Netherlands. NOM is a non- profit organization, organized as a Joint Industry Committee (JIC). The print audience measurement (NPM) provides information on reach and profile of more than 200 newspapers and magazines. Yearly, a quantitative research among 21,000 respondents takes place to measure print reach, but also other (perceived) media-usage. Source: http://www.nommedia.nl/, 21thOctober 2014 In 2014 a new type of measurement was introduced by NOM. They created a model that predicts the Opportunity To See Advertising (OTSA). In 8 product categories it is now possible to see for each print title the predicted advertising reach in absolute figures and in percentages
  113. 113. 113 NEWSPAPERS
  114. 114. 114 Newspapers print circulation still decreasing (-8% 2013 vs 2012), but e-paper* gains terrain in newspaper landscape 0 500 1.000 1.500 2.000 2.500 2005 2006 2007 2008 2009 2010 2011 2012 2013 Quarterly circulation figures (in ‘000s) National newspapers Regional newspapers Free sheets E-paper Source: HOI, audited circulation figures for all paid-for and free-of-charge titles. Based on print only up until FY 2012. From 2013 unwards based on print total (print only + combi print + replica). *E-paper refer to the exact digital copy of a newspaper, e.g. in pdf-format, which can be accessed via the newspaper’s website, via an email download link or via a mobile app. NB: This does notinclude a newspaper’s regular website or mobile site (Digital only replica and Digital only non-replica)
  115. 115. 115 Title Total circulation 2012 Total circulation 2013 % change total circulation YoY Total circulation 2014Q2 De Telegraaf 582,582 533,227 -8% 504,110 AD 420,977 411,772 -2% 391,979 De Volkskrant 260,708 255,097 -2% 264,598 NRC Handelsblad 199,359 189,979 -5% 171,723 Trouw 104,155 102,768 -1% 100,000 NRC.Next 79,387 62,965 -21% 46,773 Het FinancieeleDagblad 54,678 53,861 -1% 50,295 ReformatorischDagblad 50,248 48,361 -4% 47,083 NederlandsDagblad 26,039 23,761 -9% 22,810 1,780,145 1,681,791 -5% 1,599,371 Source: HOI, audited circulation figures. Based on print only (all paid-for and free-of-charge circulation). All newspapers have dropped based on circulation in 2013. Despite a 8% drop in circulation, De Telegraafremains the biggest newspaper
  116. 116. 116 Online reach of news sites is bigger than traditional print. Nu.nl and NOS have a higher online reach compared to the two main newspaper sites (Telegraafand AD) # Top 10 onlineNews brands Reach (%) Reach (‘000) # Visits(‘000) Frequency 1 Nu.nl 61,7 8,695 541,586 62,3 2 NOS 56,4 7,952 434,971 54,7 3 AD 51,6 7,269 203,953 28,1 4 Telegraaf 50,8 7,156 130,136 18,2 5 RTLnieuws 39,7 5,599 80,354 14,4 6 de Volkskrant 24,5 3,455 35,115 10,2 7 NRC 19,3 2,717 18,167 6,7 8 Metro 17,5 2,472 6,839 2,8 9 Sp!ts 12,4 1,747 4,613 2,6 10 Trouw 10,6 1,499 6,882 4,6 Source: DDMM, All platforms Q3 2014, TA: 13+
  117. 117. 117 - 20 40 60 80 100 120 140 January February March April May June July August September Oktober November December Media spend (in Millions) 2011 2012 2013 2014 In the summer period there is a small decrease in spend. Spend also increases leading up to the Christmas season Seasonality spend influences for newspapers. Source: Nielsen, 2011 -2014, data run off on 12 November 2014
  118. 118. 118 When looking at individual brand level, Krascomes out on top followed by NRC and Lidl. No. Brand Category Gross spend in €2014 1HY 1 KrasReizen Travel 40.389.499 2 NRC Media 31.373.287 3 Lidl Retail 23.022.920 4 StipReizen Travel 18.457.875 5 RVG Communicatie Media 15.570.053 6 KPN Telecom 15.274.403 7 Corendon Travel 14.955.156 8 Molenaar Health 11.791.830 9 Aldi Retail 11.451.470 10 Effeweg Travel 10.447.039 On category level Travel has 4 brands in the top 5. Media and Retail both have 2 brands in the top 10 Source: Nielsen, 2014 Q1-Q3, data run off on 7 November 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  119. 119. 119 0 20 40 60 80 100 120 140 Media spend (in millions) 2013 Q1-Q3 2014 Q1-Q3 +24% +22% +32% -14% -17% -39% -18% Despite a decrease in spend Telegraafand Brabant Combinatiestay on top. Local daily newspapers are well represented. Source: Nielsen, 2013 –2014, data run off on 11 November 2014
  120. 120. 120 Title Media owner / Publishing house Sales house Distribution Metro TelegraafMedia Nederland / LandelijkeMedia B.V. TelegraafMedia Nederland National distribution & special editions in Amsterdam, The Hague, Rotterdam Since 1 October, only 1 free sheet is left: de Spits has been integrated in the Metro, it remains in the ownership of TelegraafMedia TelegraafMedia also started with the tabloid format for the de Telegraafas the last of all the main newspapers in The Netherlands (only FinancieelDagbladis still in Broadsheet format)
  121. 121. 121 Blendleis a new platform for quality content. For a small fee subscribers are one click away to buy articles from several newspapers and magazines. Articles are ranged from 15 cents for a small article to almost an euro for a long read. On 26 October Blendleannounced they get a financial investment of 3 million dollar for further expanding in other countries by the New York Times and the Springer media group. More than half of the subscribers is under 35 years old New media development: pay-per-article Source: http://www.nu.nl/media/3913043/blendle-krijgt-3-miljoen-van-new-york-times-en-axel-springer.html
  122. 122. 122 MAGAZINES
  123. 123. 123 Source: Retriever, July 2014 | HOI Q1 2014 (audited circulation figures) FactSheet Consumer Mags Circa 1,380consumer magazine titles registered by Retriever, only 214 have audited circulation figures by HOI Based on the 214audited titles Total circulation (incl. free circulation) = 24.0millionPaid circulation = 14.7million This can vary strongly by category, e.g. •Subscriptions important to Management, Sports , Family & Celebrity and Radio & TV listings •Newsstand sales important to Culinary, Mind & Body and Women’s •Beauty care brands are the top magazine advertisers
  124. 124. 124 0 1000 2000 3000 4000 5000 6000 2009 2010 2011 2012 2013 Quarterly circulation figures (in ‘000s) Culinary mags (incl sponsored) Family & celebrity Women's TV listings Home decoration, gardening & DIY Kids & youth Special interest Parenting Sports Management Other Magazine circulation also decreasing slowly but steadily (-6% YoY); home decoration, gardening and DIY shows uplift in 2013 Source: HOI, audited circulation figures. Based on all paid-for and free-of-charge circulation.
  125. 125. 125 Top 10 magazinetitles in terms of circulation Publication type Total circulation 2012 Total circulation 2013 % change total circulation YoY Total circulation 2014 Q2 Kampioen Family/celebrity 3,540,991 3,529,929 0% 3,508,599 Allerhande* Sponsored mags 2,276,028 2,276,768 0% 2,094,708 Boodschappen* Sponsored mags 1,955,874 1,963,050 0% 1,967,048 SPOOR Sponsored mags 1,306,852 1,302,667 0% 1,225,752 Eigen Huismagazine Home deco/gardening/DIY 694,817 706,008 2% 476,467 Vrouw Women's 683,466 626,594 -8% 703,605 Veronica Magazine TV listings 707,510 592,725 -16% 602,524 Zorgbelang Special interest 508,935 509,810 0% 511,552 Film1 Sport1 Gids TV listings 465,022 454,524 -2% Libelle Women’s 405,558 377,441 -7% 356,812 Total (across all titles) 29,846,651 25,260,696 -15% 26,081,858 Source: HOI, audited circulation figures. Based on all paid-for and free-of-charge circulation. Sponsored magazines have the highest circulations
  126. 126. 126 Source: NOM Print & Doelgroep Monitor 2013-I 2013-II, base: total NL 13+ (N=21,007) Women’s, family & celebrity titles have highest reach Top 10 magazinetitles in terms of audience reach Publication type Average issue reach amongstNL 13+ (in ‘000s) Average issue reach amongst NL13+ (%) Kampioen Family/celebrity 5,392 38.3 Allerhande Sponsored 4,181 29.7 Libelle Women’s 2,002 14.2 Veronica TV listings 1,829 13.0 DonaldDuck Kids/youth 1,597 11.3 Privé Family/celebrity 1,365 9.7 Vrouw Women’s 1,363 9.7 Margriet Women’s 1,362 9.7 Quest Popular science 1,087 7.7 Story Family/celebrity 1,081 7.7
  127. 127. 127 - 10.000 20.000 30.000 40.000 50.000 60.000 Gross media spend X 1000 2011 2012 2013 2014 There is a strong seasonality in magazines in which the summer period shows a strong decrease in media spend. It shows highest spend levels in spring, fall and during the Christmas season. Seasonality spend influences for consumer magazine titles. Source: Nielsen, 2011 -2014, data run off on 9 November 2014
  128. 128. 128 No. Brand Category Gross spend in €2014 Q1-Q3 1 Sanoma Media 5.307.941 2 ANWB Transport 4.014.878 3 HollandseNieuwe Telecom 3.184.402 4 Vrouwonline Media 3.120.232 5 SBS6 Media 3.061.734 6 Voordeeluitjes Travel 2.985.518 7 Elsevier Media 2.368.338 8 Andrelon Health 2.241.130 9 Albert Heijn Retail 2.192.022 10 Vodafone Telecom 1.839.519 When looking at individual brand level in Magazines advertising, Sanomacomes out on top followed by ANWB and HollandseNieuwe Overall, Media dominates, with 4 brands amongst the top 10. Travel is second with 2 brands in the top 10. Source: Nielsen, 2014 Q1-Q3, data run off on 11 November 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  129. 129. 129 0 5 10 15 20 25 Media spend (in millions) 2013 Q1-Q3 2014 Q1-Q3 +7% +24% +10% -14% -7% -28% In advertising revenue Allerhandeis on top in 2014 Q1-Q3 and grew slightly compared to 2013 Q1-Q3 Source: Nielsen, 2013 –2014, data run off on 14 November 2014
  130. 130. 130 SanomaMedia Nederland In October 2013, Publisher Sanomaannounced a large reorganization. -Sanomawill focus on 17 titles: oLibelle, Margriet, Flair, Viva, LINDA, Flow, Story oDonald, Tina, ZoZit Dat, Fashionista oOudersvan Nu, KekMama oVT Wonen, Ariadne at Home, Eigen Huis& Interieur oAutoWeek -In June 2014, Sanomaannounced it has sold 19 titles to New SkoolMedia. The transition of the following titles will be finalized Q4 2014: Home and Garden, Seasons, Knipmode, Knippie, MOTO73, MOTOR, Formule1, Truckstar, Babygids, Roots, delicious., Vorsten, KIJK, Know How, ZIN, Fiets, FietsActief, Procyclingen Zeilen -In July 2014, cluster Menis sold to Pijpermedia NieuweRevu, Panorama, Playboy -Sanomahas ended publication of magazines FAB and Nusport, both titles are now digitally exploited Source: Persbericht–SanomaMedia Netherlands bereikt overeenstemming over verkoop 19 titels, 06thJune 2014 | Retriever, 29thSeptember 2014
  131. 131. 131 Elsevier Juist, will appear 10 times a year as magazine and e-magazine and offers more extensive articles and more photography than the regular Elsevier Circulation: 40.000 | 1/1 page FC €8,915 Trots, magazine forgrandparents/active50+,appears6 timesa year(controlledcirculationof WIJ database) Circulation: 50.000 | 1/1 page FC 4,950 Introductions
  132. 132. 132 Otherdevelopmentsandshifts From2014 exploitedbyZPRESS Young(alsoresponsiblefora.o. Hitkrant, MEIDENmagazine), comingfromAudax Media FromJanuary2014, exploitedbyWeekbladpers (publisherof a.o. Vrij Nederland, Yoga Magazine), comingfromAudax Media From9 January2014, publishedandexploitedbyVeen Media (publisherof a.o. Filosofie Magazine, New Scientist), comingfromWeekbladpers Magazine disappeared, bi-weeklydigital appintroducedinstead
  133. 133. 133 OUT OF HOME
  134. 134. 134 In September 2011, the new currency for audience measurement was launched for OOH: VAC, the visibility adjusted contact. Compared to former audience measurement approaches, VAC is based on a new way of measuring: Inventory and classification of street objects; Measuring of all traffic; Field research to travel behaviour; Measuring 13-75 year olds; Differentiates between location of objects (near pathway, railway stations, shopping centres, supermarkets, parking garages, petrol stations and traffic advertisement) AudiencemeasurementforOOH –fromOTS toVAC Source: Het Buitenreclame Onderzoek 2011
  135. 135. 135 For thisstudythe Netherlands was 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 analyzed via specialist software (CAFAS) that is accessible to all planners. VAC data availablevia CAFAS software Source: Het Buitenreclame Onderzoek 2011 Due to conflicting interests, Interbeststopped participating as of 1stMarch 2013.
  136. 136. 136 FactSheet Outdoor Shelters (6-sheets), billboards (48s and 96s) and Masts are the most widely used formats. Street shelters (6-sheets) and billboards are in the hands of 4 major players. Tourism, Food & Drink, Retailand Telecomare the biggest advertisers in terms of spend. Seasonality in spending is very limited. In summer time high(er) discounts are possible whilst advertisers benefit from more daytime light(= more people out and about in the streets) High variety in outdoor media objects and sizes; number of digital objects is increasing.Growing offer of digital screens and incorporated technology allow interaction with target audience (e.g. via Bluetooth, QR codes and NFC)
  137. 137. 137 Company Objects JCDecaux Ad shells/6s, billboards, odd-sized objects ExterionMedia Ad shells/6s, billboards, buses/trams, railway stations Clear Channel Hillenaar Ad shells/6s, city cells, billboards, masts, parking garages, schools, metro stations Interbest Masts near highways Azero A0 posters Centercom Posters and LCD screens in shopping centres and supermarkets and A0 posters MMD Media Various media at local airports, ad shells in bars, clubs, discotheques, cinemas, sport clubs, petrol stations, billboards SchipholMedia Big variety of media at SchipholAirport Amsterdam OV Media & Triple Media Buses, A3 posters in buses Altermedia A3 posters indoor (cafes, bars, cinemas), taxis, sampling, car2go/cargohopper BoomerangMedia Freecards Outdoor Media Owners Source: Retriever, June2014
  138. 138. 138 Outdoor market dominated by 2 big players, JCDecauxand CBS. Overall media spend for OOH increased in 2013. Interestingly, it was mainly the smaller players who benefited. Source: Nielsen, 2011 –2014, data run off on 6 November 2014 0% 10% 20% 30% 40% Share of grossmedia spendOOH 2011 2012 2013 2014 Q1-Q3 Total Spend2011: €415,235,318 Total Spend2012: €468,007,528 Total Spend2013: €477,697,912 Total Spend2014 Q1-Q3: 374,903,405 Others
  139. 139. 139 Shelters and billboards –reach main package per vendor Source: CAFAS, June 2014, database version 13.0.q3 | Reach is basedon biggestpackage per vendoravailablein CAFAS. 0% 20% 40% 60% 80% 13-29 20-34 35-49 50-64 65-75 Exterion JC Decaux Clear Channel Centercom Shelters 0% 20% 40% 60% 80% 13-29 20-34 35-49 50-64 65-75 Exterion JC Decaux Clear Channel MMD Billboards
  140. 140. 140 Since 21st January 2014, CBS Outdoor is internationally rebranded as ExterionMedia. The change follows the acquisition of CBS Outdoor International in September by Platinum Equity, a private equity firm specialized in mergers, acquisitions and operations. CBS Outdoor International to rebrand as ExterionMedia Source: http://www.cbsoutdoorinternational.com/About-Us/Press-Centre/Press-Releases/CBS-Outdoor-International-to-rebrand-as-Exterion-Media/
  141. 141. 141 - 10.000 20.000 30.000 40.000 50.000 January February March April May June July August September Oktober November December Gross media spend X 1000 2011 2012 2013 2014 No clear seasonality influences for OOH. Source: Nielsen, 2011 –2014, data run off on 10 November 2014 No real seasonality influences. Although spend show a small increase during the year. Despite there is no real seasonality influence, JCDecauxintroduce season based indices.
  142. 142. 142 Overall, Telecom dominates, with 4 brands in the top 10. Travel is second with 2 brands in the top 10 No. Brand Category Gross spend in €2014 1HY 1 McDonalds Fastfood 8.776.967 2 Belsimpel.nl Telecom 7.710.190 3 Vodafone Telecom 7.001.164 4 Q-Music Media 5.640.708 5 KPN Telecom 5.500.843 6 Schiphol Travel 5.370.302 7 Samsung Consumer Electronics 5.304.049 8 Ziggo Telecom 5.132.367 9 Corendon Travel 5.091.146 10 Lidl Retail 5.076.715 Source: Nielsen, 2014 Q1-Q3, data run off on 11 November 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  143. 143. 143 NFC (Near Field Communication) By implementing a NFC chip in an ad shell, consumers are able to respond directly with their smartphones. The options to include are video/audio, buying, store locator, voucher and apps. Web enabled objects Interactive ad shells, like live video feed, digital screens or cameras. The digitalization of OOH offers many opportunities to interact with consumers Digital Flagship Store or Online Shopping Ad shells With apps like Layaror QR codes consumers can directly buy products from stickers on a store or ad shell Augmented reality Creating augmented reality concepts focus on interactive content
  144. 144. 144 Top 6 lessons for brands creating experiences for millenials, moms and men while ‘on the go’ Millenials Moms Men Source: SMG proprietary qualitative research, Human Experience Centre –On the Go e-commerce, June 2014 1.DESIGN AROUND THE SHOPPING OCCASSIONS OF OTHERS 2.DESIGN FOR SPONTANEAITY, NO IMPULSIVITY 3.TRAVEL TIME IS A BRAND’S PLAYGROUND 5.EMBRACE THE JOY THAT TECHNOLOGY ITSELF CAN BRING 6.BALANCE KNOWING ME AND SUPRISING ME 4.HELP GUYS CREATE A SECOND SELF 1.TURN WASTED TIME INTO WANTED TIME 2.MAKE SHOPPING LISTS A TEAM SPORT 3.REMOVE STEPS FROM HER EVERYDAY CHORES 5.MAKE QUEUES A THING OF THE PAST 6.MAKE TRYING ON FUN 4.ELEVATE HER SMART SHOPPING STATUS 1.TAKE A LOAD OFF 2.EMPOWER THEM WHEN THEY ARE IN A BIND 3.CUSTOMISE TO ALLOW FOR FLEXIBILTY 5.TRANSFORM ALL TRAVEL TIME INTO ACTIVE TIME 6.BLEND THE BEST OF BOTH WORLDS AND GIVE THEM A BONUS 4. PROVIDE ‘PRIVATE SOCIABILITY’
  145. 145. 145 New digital sites Blow UP: The WOW, opposite toRotterdam CS ExterionMedia: digital LED screen on Alexandrium andWestblaak/Karel Doormanstraat, Rotterdam Ngage: RailTV, digital screens(32 in total) on Eindhoven CS, Rotterdam CS, Den Bosch, Leiden CS, Amsterdam Zuid WTC
  146. 146. 146 CINEMA
  147. 147. 147 30.8million cinema visitors in 2013 (+0.8%) €8.10Average price per ticket (+1%) 47% visits the cinema at least once every 6 months Since 2010, the total number of cinema visitors is at a historically high level (previously seen in 1978) Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film DistributorsAssociation) andNederlandse Vereniging van Bioscoopexploitanten (Dutch Associationof Cinema Media Owners), annualreport 2013 | NOM Print & Doelgroep Monitor 2013 I –2013 II, N= 21,007
  148. 148. 148 Number of cinema visitors is increasing in line with the number of film releases per year - 100 200 300 400 0 5 10 15 20 25 30 35 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 # Cinemas & Film Releases Visitors in million # Visitors (million) # Film releases # Cinemas Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film DistributorsAssociation) andNederlandse Vereniging van Bioscoopexploitanten (Dutch Associationof Cinema Media Owners), annualreport 2013
  149. 149. 149 0 50 100 150 200 250 300 0,0 0,5 1,0 1,5 2,0 January February March April May June July August September Oktober November December Visitorsindex Media spend (in Millions) Average vistors index 2007-2011 2011 2012 2013 2014 Not a clear seasonality is visible in ad spend for Cinemas. Also visitor index and spend doesn’t show a similar pattern. Seasonality influences for Cinema. Source: Nielsen, 2011 -2014, data run off on 25 November 2014 | Average seasonality cinema visits Jean MineurNetwork 2007-2011
  150. 150. 150 Adventure, family andDutch films are most popularin 2013 The Hobbit: The Desolationof Smaug(3D) was the most profitablemovie in 2013 witha return of 8,1 millionEuro (777.553 visitors) DespicableMe 2 was the most popularmovie, 914.893 visitorshave seenthisfilm (OV andDutch) on screen Verliefd op Ibizawas the most popularDutchmovie; 714.853 visitors Market share of Dutch moviesincreasedto20,5% (2012: 14,18 %) Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film DistributorsAssociation), Press release January2014
  151. 151. 151 REACH CINEMAPER WEEK Target audience Reach per week (x 1,000) Reachper week % Total 13+ 670 4.8 Men 347 5.0 Women 323 4.5 Age 13-19 123 8.8 20-34 229 7.5 35-49 156 4.3 50+ 163 2.7 Levelof wealth 1 (high) 199 6.2 2 119 5.2 3 187 5.7 4 148 3.8 5 (low) 17 1.3 Cinemas attract a younger audience and a higher level of wealth Source: NOM Print & DoelgroepMonitor 2013 I –2013 II, base: total NL 13+ (N=21,007)
  152. 152. 152 The increase in cinema visitors was mainly due to the age groups 30/39 and 65+ 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2010 2011 2012 2013 Cinema Reach in yearsin agegroups 16-17 jaar 18-23 jaar 24-29 jaar 30-39 jaar 40-54 jaar 55-64 jaar 65+ jaar Source: BioscoopMonitor 2013-2014
  153. 153. 153 SANDER GEERLING Insights Executive sander.geerling@starcom.nl MAAIKE DE VRIES Insights Consultant maaike.de.vries@starcom.nl This media landscape presentation will be updated every quarter. For comments & questions, please contact the Starcom Insights team. We’d love to hear from you!

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