Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Dutch Media Landscape 2015 Q1 update by Starcom

5,754 views

Published on

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

Published in: Business

Dutch Media Landscape 2015 Q1 update by Starcom

  1. 1. 1 The Netherlands Media Landscape 2015 Q1 STARCOM
  2. 2. 2 Starcom, the Human Experience Company. At Starcom we believe that experiences are the new communication currency. Experiences enrich lives and facilitate connections between brands and consumers. New Starcom Media Philosophy 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. Please enjoy your experience through the Dutch media landscape!
  3. 3. 3 CONTENT WATCHING LISTENING ON THE GO READING COMMUNICATING SOCIAL MEDIA SURFING ONLINE THE NETHERLANDS – GENERAL STATS & FIGURES GENERAL MEDIA STATS (Trends, Media spend, Time spend, Device ownership & usage, Digital stats) APPENDIX
  4. 4. 4 THE NETHERLANDS GENERAL STATS & FIGURES
  5. 5. 5 16.193 16.909 15.800 16.000 16.200 16.400 16.600 16.800 17.000 Population (in ‘000s) Dutch population is still getting older, with the population and number of (single person) households stabilizing. Due to the crisis the disposable HH income also stabilized. 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 2014 aug Averageno.ofpeopleinHH NumberofHH(in‘000s) Household size Single person household Multiple person household Average no. of people in HH Source: CBS, Statline , Q1 2015 38,6 41,0 37 38 39 40 41 42 Average age 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 -50 -40 -30 -20 -10 0 10 20 30 2007Jan 2007May 2007Sep 2008Jan 2008May 2008Sep 2009Jan 2009May 2009Sep 2010Jan 2010May 2010Sep 2011Jan 2011May 2011Sep 2012Jan 2012May 2012Sep 2013Jan 2013May 2013Sep 2014Jan 2014May 2014Sep 2015Jan Difference%positivevsnegativeanswers Consumer confidence In the last few months of 2014 consumer confidence was dropping again but in Q1 2015 it reached a positive level for the first time since 2007. Also the Nielsen study shows an uplift for the consumer confidence. Source: CBS, Statline , Q1 2015 Globally the consumer confidence in the Netherlands is below- average with an index of 89. However, when compared to last year it had a steady increase in confidence Source: Nielsen Consumer Confidence, Q4 2014
  7. 7. 7 The effects of the difficult economic climate are still felt, but first signs of recovery are evident. Unemployment is decreasing for the first time since 2011 Key Economic Indicators NL 2011 2012 2013 2014 2015 Inflation 2.3% 2.5% 2.5% 1% 1.25% Economic growth 1.2% -1.7% -0.7% 0.75% 1.25% Purchasing power* -1.0% -2.1% -1.4% 1.5% 0.5% Unemployed (in ‘000s) 389 469 600 620 605 Unemployment % 5.4% 5.3% 6.7% 7% 6.75% Source: CPB, Kerngegevenstabel 2011-2015, April 2015 (* Median all households)
  8. 8. 8 GENERAL MEDIA STATS
  9. 9. 9 SoLoMo is 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
  10. 10. 10 Dutch brands show strong commitment amongst the Dutch consumer Source: EURIB Top 100 Indispensable Brands of 2014 (EURIB Top 100 Onmisbare Merken van 2014), n=1,001
  11. 11. 11 TRENDS
  12. 12. 12 10 Trends for Consumers in 2015 Instant Skills Status-hungry Prosumers will Love services that allow professional quality output instantly Fast-Laning Time starved costumers expect accelerated physical service options, especially from brands they are loyal to Fair Splitting Mobile paying grows but to go further brands need to add new ways to share and split cost and add extra value in the process of paying Internet of Shared Things The Internet of Things and the Sharing Economy collide to allow a whole new world of asset sharing Branded Government Progressive brands will initiate undertake or support meaningful civic transformation Source: Trendwatching for 2015; Trendwatching.com Post-Demographic Consumerism It is time to throw out the traditional demographic models of consumer behavior Currencies of Change In search of wellness, strength, new skills, knowledge and more, consumers will embrace device-fueled rewards that incentivize improving behaviors. Sympathetic Pricing Get ready for a wave of imaginative discounts that relieve lifestyle pain points or offer a helping hand in difficult times. Robolove Many consumers will have their first encounter with a robot and they will enjoy it. Brand Stands In 2015, winning brands will start contentious, painful and necessary conversations.
  13. 13. 13 5 Tech Trends to watch in 2015 3D Printing evolving and costs dropping An ecosystem developing around Virtual Reality Sensors digitizing you and the world around you Haptics allow you to touch the digital world Drones and telepresence making the world even smaller Source: SMG CES 2015 Trends
  14. 14. 14 5 Digital Trends to watch in 2015 Marketers who are responsive will succeed in 2015 Mobile search will surpass desktop Cross-device targeting at scale Programmatic will go beyond digital display The internet of things will become a thing Source: eMarketer Key Digital Trends for 2015, Dec 2014
  15. 15. 15Source: PWC Entertainment & Media Outlook forecast 2014-2018 | eMarketer Key Digital Trends for 2015, Dec 2014 Overall Digital Forecast More than 48% of Entertainment & Media spend will be Digital in 2018 More than 38% of advertising spend will be Digital in 2018 Share of consumer E-books will show an increase from 3.4% of consumer book spend in 2013 to 15% in 2018 Programmatic will make up more than 50% of all digital display advertising in 2015
  16. 16. 16 Programmatic Trading for online display advertising is growing fast with revenue growth of 37% in 2013 and 39% in 2014. The same double digit grow numbers are expected in both 2015 and 2016. Programmatic Trading is the future of digital advertising market Real Time Bidding (RTB) is an online auction for advertising space. RTB is responsible for 77% in 2013 of programmatic trading in the Netherlands. Programmatic Trading (PT) makes it possible to better monitor where, when and to whom your ads are digitally served. 0% 25% 50% 75% 100% 2012-H1 2012-H2 2013-H1 2013-H2 2014-H1 2014-H2 Traded formats Video Tekst links Other (incl Native) Rich media Embedded Source: Deloitte & IAB, Programmatic Trading The Netherlands 2014, March 2015
  17. 17. 17 2 7 20 1 5 6 63 76 67 34 12 7 0% 25% 50% 75% 100% 2012 2013 2014 Share of devices in PT Phone/Tablet In-app Desktop Unknown Programmatic Trading is the future of digital advertising market 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. The market share of programmatic trading on Tablets and phones grew from 12% in 2013 to 26% in 2014. This was surprisingly not due to a big growth off in-app advertisement (5% in 2013 to 6% in 2014). Because of technical issues and a high threshold for advertisers the development of in-app advertising slowed down in 2014. A big rise is expected when these issues will be resolved in 2015. Source: Deloitte & IAB, Programmatic Trading The Netherlands 2014, March 2015
  18. 18. 18 MEDIA SPEND
  19. 19. 19 Competitive Reporting in the Netherlands 0 1.000 2.000 3.000 4.000 Cinema Newspapers Internet Out Of Home Magazines Radio TV €millions Gross Net Source for gross* media spend: Nielsen Ad Dynamix Media: TV, OOH, Radio, Online**, Cinema, Magazines, Trade magazines, Dailies, D-t-d, Direct mail Media Spend 2014 All media spend are *gross. Keep in mind that most advertisers profit from (heavy) discount, especially on TV, so gap with net can be quite big **Online spend are not fully reported. Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded All spend before 2015 is excl. all non-spot activities. From 2015, TV billboarding is registered Source: Gross: Nielsen, 2014 | Net: ZOG Adspend Forecast Netherlands – March 2015
  20. 20. 20 Q1 2015 8% less media spend compared to Q1 2014. Gross media spend increased by 4% in 2014 compared to 2013. 0 1.000 2.000 3.000 4.000 5.000 6.000 7.000 8.000 €millions Gross media spend -8% YoY Source: Nielsen, 2009 – 2015, data run off on 17 April 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded) +4% YoY +2% YoY -3% YoY +0% YoY +4% YoY
  21. 21. 21 FMCG, telecom, retail and travel dominate the top of Dutch advertisers No. Advertiser Category Gross spend in € Q1 2015 1 Unilever Nederland FMCG 54.068.999 2 Vodafone Telecom 20.546.640 3 KPN Telecom 18.982.672 4 Corendon International Travel Travel 18.556.402 5 Renault Nissan Nederland Automotive 17.386.191 6 Jumbo Supermarkten Retail 17.328.777 7 Kruidvat Retail Retail 16.701.113 8 Kras Reizen Travel 15.104.052 9 UPC Telecom 13.123.215 10 Reckitt Benckiser Nederland FMCG 13.011.032 Source: Nielsen, Q1 2015, data run off on 17 April 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  22. 22. 22 Telecom, retail and travel dominate, claiming the top 3 positions No. Brand Category Gross spend in € Q1 2015 1 KPN Telecom 17.600.720 2 Jumbo Supermarkten Retail 17.328.777 3 Corendon Travel 16.506.899 4 Kras Reizen Travel 15.104.052 5 Kruidvat Retail 14.843.241 6 Vodafone Telecom 13.357.861 7 UPC Telecom 13.123.215 8 Albert Heijn Retail 12.233.611 9 ZIGGO Telecom 11.935.604 10 Nationale Postcode Loterij Lottery 11.768.790 Source: Nielsen, Q1 2015, data run off on 17 April 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  23. 23. 23 Increase in TV, radio and newspaper spend in Q1 2015. TV still claims the largest share of gross media spend. 14% 15% 15% 16% 16% 15% 16% 19% 15% 12% 8% 6% 6% 5% 8% 3% 2% 2% 5% 7% 5% 5% 6% 4% 7% 7% 7% 7% 7% 7% 2% 2% 5% 5% 5% 6% 6% 6% 7% 7% 6% 6% 6% 5% 5% 5% 5% 5% 7% 8% 8% 8% 9% 9% 9% 11% 41% 44% 44% 43% 44% 47% 45% 48% 2% 1% 1% 1% 1% 0% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2009 2010 2011 2012 2013 2014 Q1 2014 Q1 2015 Media mix Trade press TV Radio Consumer Magazines Out Of Home Door Drops Internet (Online Display) Direct Mail Newspapers Cinema Source: Nielsen, 2009 – 2014, data run off on 22 April 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  24. 24. 24 Newspaper, radio, cinema and trade press all had a larger spend in Q1 2015 than Q1 2014. OOH and Radio keep on growing steadily. TV had a big increase in 2014. 0 1.000 2.000 3.000 4.000 €millions Gross media spend per medium type across time 2011 2012 2013 2014 Q1 2014 Q1 2015 Source: Nielsen, 2010 – 2015, data run off on 22 April 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
  25. 25. 25 Growth is predicted in media spend mainly due to a steady rise in Internet spend 3.967 3.770 3.649 3.739 3.843 3.964 4.087 3.400 3.600 3.800 4.000 4.200 2011 2012 2013 2014 2015 2016 2017 €millions Forecast net spend 0,8% -5,0% -3,2% 2,5% 2,8% 3,1% 3,1% -6% -3% 0% 3% 6% Forecast net spend Change (%) to previous year Source: ZOG Adspend Forecast Netherlands – April 2015 (1980-2017) - 500 1.000 1.500 2.000 Newspapers Magazines TV Radio Cinema Outdoor Internet €millions Net spend per medium type 2011 2012 2013 2014 2015 2016 2017
  26. 26. 26 In 2014, total sponsor spend decreased with 0.5% (top 100 sponsors) compared to 2013. This is mainly caused by less sponsor spend in entertainment and media Total spend top 100 sponsors 2013 2014 Index Total sponsor spend € 293.835.000 € 292.495.000 99,5 Average sponsor spend (per brand) € 2.938.350 € 2.924.950 99,5 - 100 200 300 400 500 600 Sports Art & Culture Entertainment Society Media (non-spot) Sponsorspendinmio€ Sponsor spend 2010-2014 2010 2011 2012 2013 2014 Source: SponsorMonitor 2015 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded)
  27. 27. 27 70% 9% 9% 4% 9% Sponsor contracts Sports Art & Culture Entertainment Society Media (non-spot) In 2014, 355 new (and renewed) contracts were closed. This is an increase of 52 contracts compared to 2013 Source: SponsorMonitor 2015 (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 2014 was €326.990.000; average €921.098 per contract. In total and on average this is significantly higher than 2013 (Total: € 205.442.500. Average: € 675.797) Main reason is the contract extension of Nike with the KNVB.
  28. 28. 28 No. Brand Gross sponsor spend in € 2014 1 Rabobank € 35.000.000 2 Nike € 15.500.000 3 Adidas € 13.500.000 4 ING € 13.200.000 5 KPN € 13.000.000 6 ABN AMRO € 10.600.000 7 Philips € 10.100.000 8 Heineken € 9.800.000 9 AEGON € 8.945.000 10 Vrienden Loterij € 8.500.000 Rabobank, Nike and AEGON have been the top sponsors for several years but AEGON decreased their spend with 32% compared to 2013, due to no longer sponsoring Ajax. Source: SponsorMonitor 2015 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded.)
  29. 29. 29 TIME SPEND
  30. 30. 30 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 Hours per day Main activities – Average time spent per day Weekend Weekdays Source: Media:tijd 2014, TA: 13+ (N=2,989)
  31. 31. 31 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 or offline) Watching (online or offline) Reading (paper or electronic) Communicate (through media) Gaming (electronic) Internet other Media other Hoursperday 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:tijd 2014, TA: 13+ (N=2,989)
  32. 32. 32 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:tijd 2014, TA: 13+ (N=2,989)
  33. 33. 33 0 20 40 60 80 100 2010 2011 2012 2013 2014 % 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 Time spend on internet is increasing through time, TV and Radio remains steady 0 20 40 60 80 100 2010 2011 2012 2013 2014 % 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 0 20 40 60 80 100 2010 2011 2012 2013 2014 % 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 No big shift in time spend on TV and Radio. 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. People that don’t watch TV is rising a bit and people that don’t have a internet connection is decreasing. Source: NPDM releases: 2010 I – 2010 II to 2014 I – 2014 II, base: total NL 13+
  34. 34. 34 DEVICE OWNERSHIP & USAGE
  35. 35. 35 Smartphone penetration is further increasing to 76% 39% 45% 48% 58% 65% 67% 70% 76% 0% 20% 40% 60% 80% Historical development of smartphone penetration in NL Source: “Trends in Digital Media”, GfK Intomart, December 2014, base: online population 13+ (N=1,007) 9.9 million Smartphone users
  36. 36. 36 PC Ownership decreased while ownership of other devices all increased. Overall, the couch is most favorite location for portable devices Source: “Trends in Digital Media”, GfK Intomart, Dec 2014, base: online population 13+ (N=1,008) | * Game consoles measured since June 2014 77% 76% 61% 61% 27% 22% 0% 20% 40% 60% 80% 100% Ownership devices dec-12 jun-13 dec-13 jun-14 dec-14 0% 20% 40% 60% 80% 100% Location of usage Laptop/netbook Smartphone Tablet E-reader
  37. 37. 37 Smartphone ownership still rising, whilst tablet ownerships stay equal for the first time in two years. Sim Only subscriptions are growing in popularity. 7% 30% 49% 30% 48% 23% 6% 40% 56% 29% 48% 26% 5% 48% 61% 26% 47% 29% 4% 48% 63% 26% 46% 31% 0% 20% 40% 60% 80% Purchase intent - Tablet Ownership - Tablet Ownership - Smartphone Mobile phone/smartphone Prepaid Mobile phone/smartphone Subscription (include phone) Mobile phone/smartphone Subscription (Sim Only) Device ownership & purchase intent amongst NL13+ 2012-I 2012-II 2012-II 2013-I 2013-I 2013-II 2013-II 2014-I Source: NPDM 2012-I 2012-II; 2012-II 2013-I; 2013-I 2013-II; 2013-II 2014-I
  38. 38. 38 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 2012 Dec 2012 June 2013 Dec 2013 June 2014 Device ownership increased from only one in 2011 to more than three in 2014. On average a consumers owns 3.5 devices. Source: “Trends in Digital Media”, GfK Intomart, December 2014, base: online population 13+ (N=1,008) Consumers own 3.5 of these devices on average: - PC (desktop) - Laptop/netbook - Smartphone - Tablet - e-reader * e-reader is measured since December 2012
  39. 39. 39 All age groups become more mobile through time. Across all groups an increased tablet penetration is evident 0% 25% 50% 75% 100% Men Women Age 13-17 Age 18-34Age 35-49 Age 50-64 Age 65+ % uses a tablet Source: “Trends in Digital Media”, GfK Intomart, December 2014, base: online population 13+ (N=1,007) 0% 25% 50% 75% 100% Men Women Age 13-34 Age 35-49 Age 50-64 Age 65+ % uses a smartphone jun-12 dec-12 jun-13 dec-13 jun-14 dec-14
  40. 40. 40 0 1 2 3 4 5 Averagetimespendinminutes 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:tijd 2014, TA: 13+ (N=2,989)
  41. 41. 41 Watching TV still most popular via traditional TV set, popularity for Tablet is growing (21% compared to 17% in 2013). Internet use via mobile (57%) has surpassed PC/desktop (52%), Laptop is still most popular with 65%. Tablet (43%) is also popular. Source: Media Standard Survey 2014 (n = 5,100), Base = Total NL 13+, (* device isn’t asked for each medium type) 65% 23% 29% 10% 9% 52% 13% 29% 10% 9% 57% 10% 22% 5% 13% 43% 21% 20% 7% 5% 94% 21% 7% 5% 1% 70% 76% Medium type per device Laptop PC/desktop Mobile phone Tablet Traditional TV set* TV with internet access* Game console* Paper*
  42. 42. 42 DIGITAL STATS
  43. 43. 43 The Netherlands has the 4th highest internet penetration worldwide. Only Denmark, Finland and Iceland have higher penetration levels. Source: 2012-2014 data: Internetworldstats.com penetration based on total population 96% Denmark Finland Iceland Netherlands Norway Sweden Canada NewZealand Australia SouthKorea UnitedKingdom Germany UnitedStates Austria Japan France Ireland CzechRepublic Slovenia Argentina Spain Hungary Lithuania Chile Poland Portugal Russia Greece Italy Turkey Brazil SouthAfrica Mexico China Thailand Indonesia India Pakistan Internet access by country 2012 2013 2014
  44. 44. 44 94% of Dutch households have internet access at home. Internet access ‘on the go’ and friends/family increase strongly 90% 44% 13% 26% 4% 20% 5% 92% 45% 12% 29% 5% 28% 4% 93% 45% 14% 34% 5% 37% 4% 94% 46% 15% 39% 6% 43% 6% Internet access by location 2011 2012 2013 2014 Source: Media Standard Survey 2011/2012/2013/2014 (n = 5,100); Base = Total NL 13+
  45. 45. 45 Google and Facebook are leading in terms of reach for all platforms combined, Even though Whatsapp has no PC/Laptop reach, they still have a combined reach of 49,5% # Top 10 Brands (reach %) All platforms PC/Laptop Phone Tablet 1 Google (exl YT) 82,4 72,7 40,5 35,2 2 Facebook 76,5 54,5 44,6 31,8 3 Google search 69,2 53,1 32,4 20,4 4 YouTube 65,9 43,3 31,5 25,3 5 Google Maps 51 26,2 27,4 14,2 6 Marktplaats 50,2 32 18,4 14,8 7 Whatsapp 49,5 - 48,8 1,2 8 Bol.com 46,9 32,7 11,8 14,1 9 NU.nl 46,1 18,8 24,7 16,4 10 Gmail 45,3 23 23,8 13,9 Source: Gfk DAM, nieuwsbrief 1 - 2015
  46. 46. 46 Apps are main platforms for mobile usage, especially for smartphones Source: DDMM, average monthly reach Q1 2015, TA:13+ (Since iOS8 apple users are excluded from DDMM, DDMM is working on a solution) 31% 35% 37% 39% 40% 40% 50% 60% Gmail Nu.nl Google Search Google Maps Youtube FB Messenger Facebook Whatsapp Overall top smartphone Apps Phone reach % 21% 21% 21% 22% 24% 25% 34% 40% Google Maps Bol.com FB Messenger Wikipedia Google Search Nu.nl Youtube Facebook Overall top tablet Apps Tablet reach %
  47. 47. 47 Main mobile phone activities are focused on communication 80% 74% 29% 12% 19% 37% 49% 10% 72% 7%44% 70% 17% 83% 71% 29% 74% 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, December 2014, base: online population 13+ (N=1,007)
  48. 48. 48 Main tablet activities are focused on entertainment Source: “Trends in Digital Media”, GfK Intomart, December 2014, base: online population 13+ (N=1,007) 90% 73% 32% 32% 15%8%61% 3% 38% 20% 37% 68% 33% 4%2%16%8% Tablet 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
  49. 49. 49 Dutch online Advertising had a 323 million spend Q3 of 2014 Source: IAB report on Online Ad Spend, the Netherlands Q3 2014 40% Classifieds; 44 m€ 14% Search; 149 m€ 46% The Dutch online advertising market at a glance Q3 2014 323 m€ Embedded; 70 m€ 54% Interruptive; 20 m€ 15% Textlinks; 9 m€ 7% Video; 20 m€ 15% Other; 11 m€ 9% Display 130 m€
  50. 50. 50 In media apps both on mobile and on tablet Nu.nl and Youtube are most widely spread 7% 8% 8% 8% 10% 12% 16% 20% 31% 33% Google Play Music NPO (uitzending gemist) RTL XL Ad.nl Teletekst De Telegraaf NOS Spotify Nu.nl Youtube Top 10 Media apps - Mobile 11% 11% 12% 17% 18% 18% 19% 20% 30% 37% Netflix Teletekst Ziggo De Telegraaf NPO (uitzending gemist) RTL XL NOS Spotify Nu.nl Youtube Top 10 Media apps - Tablet Avarage # of apps on Mobile: 26 Avarage # of apps on Tablet: 25 Source: “Trends in Digital Media”, GfK Intomart, December 2014, base: online population 13+ (N=1,007)
  51. 51. 51 WATCHING
  52. 52. 52 Watching The way people consume audio visual content is rapidly changing. The consumption of video content can be on multiple devices, in multiple places and in multiple moments. The way consumers experience video content is changing as well. It´s therefore crucial that we get a clear understanding of how consumers consume and experience all kinds of audio visual content.
  53. 53. 53 SECOND SCREEN Use of other screen (smartphone, tablet, laptop) while watching TV No clear “second screen definition”. Please take a look at two ways in which the “second screen definition” is used. TO INTERACT WITH TV PROGRAM TO DO OTHER STUFF
  54. 54. 54 97% Households with TV 1.7 Average # of TVs per household 35% Hard disc-recorder ownership 2014 82% 84% Digital TV reception 2013 vs. 2014 Source: SKO TV in the Netherlands 2014 | Media Standaard Survey 2014 Trends and developments – I
  55. 55. 55 Average viewing time per day (6+) in 2014: 200 minutes (195 in 2013). 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 9 minutes in 2013 to 10 minutes per day in 2014 (5% of total viewing time). 44% of Dutch population watched tv with other devices than television, 33% is Catch-up TV. 22% of Dutch households have TV with internet access Source: SPOT TV Annual Report 2014 | Media Standaard Survey 2014 | SKO 2014 Trends and developments– II 179 175 179 175 179 8 10 11 11 11 4 6 6 9 10 0 50 100 150 200 250 2010 2011 2012 2013 2014 Dutch Viewing time Linear TV Video, DVD & HDR non-linear viewing
  56. 56. 56 Trends and developments – III Source: http://www.profnews.nl/1037466/videoland-groeit-van-videotheek-naar-streamingdienst | http://www.emerce.nl/nieuws/strategische-investering-rtl-programmatic RTL Group invested 100 million Euro in Clypd Clypd brings programmatic buying to linear television Videoland (owned by RTL) is transitioning from video store to on- demand streaming service They now have their own TV-show Zwarte Tulp which only can be watched at Videoland A difference between Videoland and Netflix is that you can stream without having a Videoland subscription
  57. 57. 57 30.8million cinema visitors in 2014 (+0.0%) €8.12Average price per ticket (+,02%) 47%visits the cinema at least once every 6 months Trends and developments – IV Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners), annual report 2014 press release www.adformatie.nl/nieuws/bioscoopbezoek-blijft-gelijk-2014 | NOM Print & Doelgroep Monitor 2013 II – 2014 I, N= 21,065 In 2014 Cinema visitors remained at the same level as 2013, the total number of cinema visitors is at a historically high level (previously seen in 1978)
  58. 58. 58 STER (Dutch Government) RTL SBS Broadcasting 54 regional channels Dutch TV channels, with advertising possibilities (I/II) Source: retriever.nl, Sept 2014 Note: RTL 7; RTL Lounge and RTL Crime are paid (digital) channels
  59. 59. 59 The Walt Disney Company Benelux Triade Media BE VIACOM Discovery Networks Benelux FOX International Channels Benelux Dutch TV channels, with advertising possibilities (II/II) Note: share a channel with Veronica Note: mostly paid (digital) channels Note: all Nick channels share one channel. Eurosport Television B.V. Source: retriever.nl, Sept 2014
  60. 60. 60 BrandDeli’s market share is rising steadily, SBS is still decreasing in market share. In Q1 2015 STER decreased in market share whereas RTL shows an increase. Source: SKO Jan 2011.Q1 – Q1 2015, 02.00-26.00 based on all adults 13 + 0% 10% 20% 30% 40% STER RTL SBS BrandDeli Triade Market share 2011 2012 2013 2014 Q1 2015
  61. 61. 61 Thanks to NPO 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 2013. Source: SKO 2012 Jan 2012 – Q1 2015, 02.00-26.00 based on all adults 13 + 0 5 10 15 20 25 % Market share 2012 2013 2014 Q1 2015 STER RTL SBS BrandDeli Triade NOS lost the Champions League TV rights to SBS and Nu.nl. Sanoma/SBS will broadcast the European competition on Veronica and not SBS6.
  62. 62. 62 0 50 100 150 200 250 NPO1 NPO3 NPO2 RTL4 RTL5 RTL7 RTL8 RTLLounge RTLCrime RTLTelekids SBS6 Net5 Veronica MTV DiscoveryChannel NationalGeographic ComedyCentral ID ComedyCentralFam TLC 24Kitchen Fox FoxSports Nickelodeon TeenNick Eurosport 13thStreet SyfyChannel E! Sport1Live DisneyXD DisneyChannel Gross Media Spend per Channel (in Millions) Q1 2014 Q1 2015 +2% -7% -16% RTL SBS Brand Deli Triade Growth for RTL 4 in advertising revenue, RTL 4 keeps their position, being way ahead of the rest. Source: Nielsen, 2014 – 2015, Data run off on 22 April 2015 STER
  63. 63. 63 0 100 200 300 400 500 Grossmediaspend(inmillions) 2013 2014 2015 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 spring and fall. TV vendors all uses monthly indices to reflect the seasonality influences in their rate card. Clear spend seasonality influences for Television. Source: Nielsen, 2013 - 2015, Data run off on 21 April 2015
  64. 64. 64 No. Brand Category Gross spend in € Q1 2015 1 Jumbo Supermarkten Retail 12.698.161 2 Kruidvat Retail 9.779.509 3 Albert Heijn Retail 9.589.093 4 Nivea Personal care 8.101.246 5 HG FMCG 6.175.824 6 Unox Food 5.538.160 7 Renault Automotive 5.481.816 8 UPC Telecom 5.234.800 9 Corendon Travel 5.189.257 10 Nationale Postcode Loterij Lottery 5.155.800 When looking at individual brand level in television advertising, Jumbo comes out on top followed by Kruidvat and Albert Heijn, all are retail brands Overall, Retail brands dominate the top 10 with 5 brands. Source: Nielsen, 2015, data run off on 22 April 2015
  65. 65. 65 Clutter of broad family/women’s channels. Kids and male channels have a more distinct profile. Male Young Old Female Source: SKO, 2014, all adults 13+
  66. 66. 66 0% 5% 10% 15% 20% 25% 30% 35% 40% None of above Mobile Phone Laptop Tablet Desktop E-reader Multi Tasking while watching TV Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Desktop and laptop show increased popularity as multitasking device. Games, email, social network, reading news and chatting most popular activities while watching TV. 0% 10% 20% 30% Multi Tasking activities Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Source: GlobalWebIndex, 2014.Q1 - 2015.Q1, Base Internet Users NL16+
  67. 67. 67 Gender Multitasker while watching TV: 35-44 year olds, mostly low income and interested in music, fashion, beauty, culture and fashion. 47.9% 52.1% 21% 21% 24% 21% 15% 0 50 100 150 0% 25% 50% % Agree Index Source: GlobalWebIndex, 2015.Q1, Base Internet Users NL16+ (N= 761), TA: MultiTasker While watching TV (N=500) 29% 47% 24% Low (Bottom 25% income) (index 112) Mid (Mid 50% income) (index 100) High (Top 25% income) (index 98) 0 50 100 150 0% 20% 40% 60% 80% % Agree Index Interests Income Age
  68. 68. 68 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 starting in September 2015. 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 2014 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) Definitions
  69. 69. 69 Main players ‘traditional’ non-linear viewing Harddisk recorder ‘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 ‘Uitzending Gemist’ (NPO) TV content from all the public TV channels. Available via Laptop, Smartphone, Tablet, Smart TV NLziet (NPO, RTL, SBS) NLziet is 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, 15th November 2013 | Update July 2014
  70. 70. 70 Main players non-traditional Pathe Thuis (Pathe at Home). Cinema media owner Pathe developed 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. In December 2014 Netflix had 700.000 Paying subscribers in the Netherlands. 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 launched a Multi-Channel Network (MCN) in November 2014. 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. In August 2013 RTL took over Videoland.
  71. 71. 71 The increased reach in April ‘14 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. Vimeo and Netflix are growing steadily Source: DDMM Oct ’13 – Nov ‘14 (TA 13+ N=1,800) From Apr ‘14 mobile and tablet numbers were added in DDMM hence the total increase (Since aple updated iOS8 apple users are excluded from DDMM, DDMM is working on a solution). 0 10 20 30 40 50 60 70 80 Monthly Reach Video on Demand RTL XL KIJK SBS6 / NET5 / Veronica Uitzending gemist (NPO) YouTube Netflix NlZiet Vimeo
  72. 72. 72 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 Tv Internet Reach for devices used by people to watch video on demand Daily Weakly Monthly Never Don't own this device Source: Motivaction onderzoek online video 2014
  73. 73. 73 0 5 10 15 20 25 NL 13+ Men Women 13-19 year 20-34 year 35-49 year 50-64 year 65+ year Minutesperday Non-Linear TV Other professional content User generated/youtube Average minutes per day on non-linear viewing Content 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:tijd 2014, TA: 13+ (N=2,989)
  74. 74. 74 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 MinutesperdayLiveTV MinutesperdayMultitasking 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:tijd 2014, TA: 13+ (N=2,989) Live TV MultiTask activity
  75. 75. 75 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&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 2013
  76. 76. 76 0 20 40 60 80 100 120 140 0,0 0,5 1,0 1,5 2,0 2,5 3,0 3,5 January February March April May June July August September Oktober November December Mediaspend(inMillions) Average vistors index 2007-2011 2012 2013 2014 2015 Not a clear seasonality is visible in ad spend for Cinemas only a steady rise in December is visible. Also visitor index and spend doesn’t show a similar pattern. Seasonality influences for Cinema. Source: Nielsen, 2012 -2015, data run off on 22 April 2015 | Average seasonality cinema visits Jean Mineur Network 2007-2011
  77. 77. 77 The movie Gooische Vrouwen was the most populair Dutch film in Q1 2015 Gooische Vrouwen was the most popular Dutch movie; 804.000 visitors have seen this film on screen in Q1 2015 Michiel de Ruyter, was the second most popular Dutch movie; 643,000 visitors have seen this film in Q1 2015 Homies was the third most popular Dutch movie; 205.000 visitors have seen this film in Q1 2015 Source: Stichting filmonderzoek, Dashboard Bioscoopbezoek Q1 2015
  78. 78. 78 FREQUENCY CINEMA VISITS PER MONTH Target audience Visits per month (x 1,000) Visits per month in % Total 13+ 900 6,4 Men 484 7,0 Women 416 5,8 Age 13-19 190 14 20-34 338 11 35-49 159 4,4 50+ 213 3,6 Level of wealth 1 (high) 277 8,8 2 149 6,5 3 260 7,7 4 198 5,0 5 (low) 15 1,1 Cinemas attract a younger audience with a higher level of wealth Source: NOM Print & Doelgroep Monitor 2013 II – 2014 I, base: total NL 13+ (N=21,065)
  79. 79. 79 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 years in age groups 16-17 jaar 18-23 jaar 24-29 jaar 30-39 jaar 40-54 jaar 55-64 jaar 65+ jaar Source: Bioscoop Monitor 2013-2014
  80. 80. 80 For Q1 the age group younger age groups still have the highest reach. Source: Stichting filmonderzoek, Dashboard Bioscoopbezoek Q1 2015 0% 10% 20% 30% 40% 50% 60% 6 - 11 12 - 15 16 - 23 24 - 29 30 - 39 40 - 54 55 - 64 65+ Cinema Reach Q1 2015 in age groups
  81. 81. 81 LISTENING
  82. 82. 82 Listening Consumers´ listening patterns are also rapidly changing. New players such as Spotify and Tidle have entered the market and are changing the way consumers experience music. The availability of music and radio via multiple devices further impacts how people experience listening to music and radio.
  83. 83. 83 Trends and developments Jay-Z bought Swedish technology company Aspiro for 56 million Euro. He reintroduced the streaming service Tidal. Unlike Spotify Tidal does not have a freemium model. A Tidal HiFi subscription costs €19,99. Premium costs €9,99 which is the same quality as a Spotify premium account. Tidal claims to have better sound quality. Also different about Tidal is that several big artists like Madonna, Nicki Minaj and Rihanna own 3% in shares, in return they offer exclusive material for Tidal. Beats by Dr. Dre (owned by Apple) launched their own music streaming service on 21 January 2015: Beats Music. Beats Music wants to be different by using a combination of algorithms and human curation to help suggest new music. So far, Beats Music is only available in the US. Source: 3voor12 http://3voor12.vpro.nl/nieuws/2015/maart/tidal-jay-z-streaming.html. Source: nu.nl http://www.nu.nl/tech/3673251/spotify-concurrent-beats-music-lanceert-21-januari.html Music streaming service Grooveshark quits in 2015. Grooveshark has been involved in legal battles with record labels for years because of copyright issues and not paying for music. A lot of Artists complain about not getting paid enough trough Spotify. These issues is something Tidal wants to resolve for artists. Source: Nu.nl http://www.nu.nl/internet/4041381/muziekdienst-grooveshark-stopt-juridische-strijd.html 3voor12 http://3voor12.vpro.nl/nieuws/2015/maart/tidal-jay-z-streaming.html
  84. 84. 84 STER One Media Sales Sky Radio Group Q-Music NL FD Media Factory Dutch radio stations, with advertising possibilities (I/II) Source: retriever.nl, July 2014
  85. 85. 85 Flux Media Factory Groot Nieuws Radio 94 regional stations 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
  86. 86. 86 In Feb-Mar 2015 radio 538 increased their market share remaining at top position. After an increase in Dec’14-Jan’15 3FM is losing market share again. Radio 2 had a strong peak in Dec’14- Jan’15 due to the Top 2000. Source: NLO, based on audience of 10+, Note: % is Avg Apr’14-Jan‘15 vs Feb-Mar‘15 0% 5% 10% 15% Market share (%) Apr-May 2014 Jun-Jul 2014 Aug-Sep 2014 Oct-Nov 2014 Dec'14-Jan'15 Feb-Mar 2015 -5% + 6% -5% -5% + 33% + 15% -11% -100% + 9% + 17% + 79%
  87. 87. 87 0 5 10 15 20 25 30 35 40 45 MediaSpendperStation(inMillions) Q1 2014 Q1 2015 +21% +18% +20% +174% - 7% The three biggest radio stations by advertising revenue are Radio 538, Sky Radio and Q-Music. All three had a increase in revenue in Q1 2015 Source: Nielsen, Q2 2014 – Q1 2015, Data run off on 21 April 2015 3fm DJ´s Coen and Sander will leave for Radio 538 after the summer of 2015. DJ Frank van der Lende will replace them on 3fm.
  88. 88. 88 0 20.000 40.000 60.000 80.000 100.000 GrossmediaspendX1000 2013 2014 2015 Although the spend levels for Radio differ within the years, there seem to be clear seasonality influences. From January to June spending slowly increase. After a dip in the summer period, the radio spending increase to their maximum in Q4 (due to multiple top-lists and Christmas actions at the end of the year). Some Radio vendors uses monthly indices to reflect the seasonality influences in their rate card. Seasonality spend influences for radio. Source: Nielsen, 2013 -2015, Data run off on 21 April 2015
  89. 89. 89 When looking at individual brand level in Radio advertising, Ziggo comes out on top followed by UPC and Renault No. Brand Category Gross spend in € Q1 2015 1 Ziggo Telecom 6.823.100 2 UPC Telecom 4.054.488 3 Renault Automotive 3.235.289 4 Kruidvat Retail 3.057.664 5 KPN Telecom 2.744.652 6 Vodafone Telecom 2.543.686 7 LIDL Retail 2.411.951 8 Citroën Automotive 2.080.241 9 ABN AMRO Finance 2.078.244 10 Peugeot Automotive 2.046.815 Overall, Telecom dominates the top 10 radio spend with 4 brands. Automotive is second with 3 brands and Retail is next with 2 brands. Source: Nielsen, Q1 2015, data run off on 21 April 2015
  90. 90. 90 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, based on 13+ Old Young
  91. 91. 91 Desktop and laptop getting less popular for radio usage. Mobile phones 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 Dec '14 Digital radio listening* Desktop Laptop Smartphone Tablet SettopBox Streaming- network audioplayer Source: Trends in Digital Media 2014, GfK Intomart, Dec 2014, base: online population 13+ (N=1,008) * Listen sometimes
  92. 92. 92 Most time spend online radio via Desktop, followed by SettopBox. Radio station apps getting popular, although Spotify is way ahead Source: Trends in Digital Media, GfK Intomart, Dec 2014, base: online population 13+ who own a tablet and/or smartphone 45 53 11 23 34 59 0 50 100 150 200 250 Average minutes per week Streaming-/network player SettopBox Tablet Smartphone Laptop Desktop 0% 5% 10% 15% 20% 25% Spotify 3FM Radio 538 Q-music Radio 2 Sky Radio Nederland.fm Radio 1 Radio Veronica 100% NL NPO radio 4 Radio Apps (downloaded) Tablet (n=617) Smartphone (n=729)
  93. 93. 93 Streaming music Application-based (laptop & smartphone) music streaming service. 6,8 million free users 1.7 million monthly active free users Reach Q1 2015 19,4% Source: Spotify | DDMM Q1 2015 (TA 13+ N=1,800), Average monthly reach | Device ownership Spotify - Trends in Digital Media, GfK Intomart, Dec 2014, base: online population 13+ who own a tablet and/or smartphone AND have al least one app 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 Q1 2015 1,3% Reach Q1 2015 0,3% An audio platform that enables sound creators to upload, record, promote and share their originally-created sounds. Reach Q1 2015 6,1% 17% Jun ‘14 20% Dec ‘14 Jun ‘14 19% Dec ‘14 20%
  94. 94. 94 READING
  95. 95. 95 Reading is shifting from paper to (online) screens. More and more people are reading newspapers on their tablet or mobile phone. Increasingly, news content is being accessed via free news sites or apps. These new possibilities to get news and read magazines are dramatically changing the experience of reading. Reading
  96. 96. 96 Trends & developments – I Source: http://www.adformatie.nl/nieuws/acm-de-persgroep-mag-wegener- overnemen On 11-12-2014 Two big publishers Wegener and De Persgroep announced they will merge together in one company called: De Persgroep Nederland. Recently this year ACM approved the merger, after complaints from NRC Media about De Persgroep Nederland being too dominant More news media are putting up a online paywall on their website. This means you have to pay to see most of the content. NRC is the latest newspaper that has implemented this, starting September 2015. So far the big Dutch news media who use a paywall are Nederlands Dagblad (in 2010), De Volkskrant, Trouw (partly), De Correspondent and Blendle. Source: http: //allnative.net/scriptie/1-kranten/ | http://www.denieuwereporter.nl/2015/03/nrc- nl-gaat-in-september-achter-een-paywall/ In March of 2015 RTL Ventures (part of RTL Nederland) announced to become a participant in Reclamefolder.nl for 34.8%. Source: http://fonkonline.nl/media-nieuws/reclamefoldernl-deels-in-handen-van-rtl- ventures-(31060).html Reclamefolder.nl is the largest platform for mobile advertisement leaflets and sale discounts in the Netherlands. In 2014 Reclamefolder.nl was ranked 3rd for most used e-commerce apps in the Netherlands
  97. 97. 97 Blendle is a new platform for quality content. For a small fee subscribers are one click away to buy articles from several newspapers and magazines. It is steadily growing in paying costumers and page visits. They have 260.000 registered users of which 57.000 have paid and is monthly active. Soon they plan to expand internationally with news papers as The New York Times, The Wall Street Journal and The Washington Post. 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; http://tweakers.net/nieuws/102770/blendle- heeft-57000-actieve-gebruikers.html
  98. 98. 98 Newspapers print circulation keeps decreasing (-4% 2014 vs 2013), 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 2014 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 not include a newspaper’s regular website or mobile site (Digital only replica and Digital only non-replica). E-paper is no longer measured in 2014.
  99. 99. 99 Title Total circulation 2013 Total circulation 2014 % change total circulation YoY De Telegraaf 491.020 433.609 -12% AD 411.772 396.842 -4% Metro 387.404 389.240 0.5% Sp!ts 299.069 275.925 -8% De Volkskrant 255.097 264.239 4% NRC Handelsblad 189.979 169.538 -11% Trouw 102.768 105.133 2% Het Parool 69.269 60.521 -13% Noordhollands Dagblad 117.455 49.031 -58% NRC.Next 62.965 45.940 -27% Total 2.323.833 2.190.017 -8% Source: HOI, audited circulation figures. Based on print only (all paid-for and free-of-charge circulation). Most newspapers have dropped based on circulation in 2014. De Telegraaf remains the biggest newspaper despite a 12% drop in circulation, Noordhollands Dagblad shows a big decrease in circulation. De Volkskrant is one of the few titles who increased in circulation (4%)
  100. 100. 100 Online reach of news site Nu.nl is bigger than websites of traditional print papers. Nu.nl has a higher online reach compared to Telegraaf and AD. # Top 10 online News brands Reach (%) Reach (‘000) # Visits (‘000) Frequency 1 Nu.nl 62,0 8,737 471,484 54 2 AD 51,7 6,768 195,304 26,8 3 Telegraaf 48,8 6,881 228,396 33,2 4 NOS.nl 48,0 6,768 223,079 33 5 RTL nieuws 35,3 4,981 69,987 14 6 de Volkskrant 22,7 3,201 44,108 13,8 7 NRC 18,2 2,571 10,563 4,1 8 Metro 16,2 2,280 7,084 3,1 9 Trouw 13,1 1,853 12,362 6,7 10 Spits 12,2 1,719 5,874 3,4 Source: DDMM, All platforms Q1 2015, TA: 13+ (Since iOS8 apple users are excluded from DDMM, DDMM is working on a solution)
  101. 101. 101 - 20 40 60 80 100 120 140 January February March April May June July August September Oktober November December Mediaspend(inMillions) 2013 2014 2015 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, 2013 -2015, data run off on 22 April 2015
  102. 102. 102 When looking at individual brand level, Kras comes out on top followed by NRC and Corendon. No. Brand Category Gross spend in € Q1 2015 1 Kras Reizen Travel 14.469.547 2 NRC Media 9.199.658 3 Corendon Travel 8.565.656 4 RVG Media 7.700.444 5 KPN Telecom 7.261.294 6 Stip Reizen Travel 5.965.135 7 Molenaar Health 5.683.192 8 ALDI Retail 4.680.148 9 Bolderman Travel 4.142.217 10 Hollands Nieuwe Telecom 4.087.105 On category level Travel has 4 brands in the top 10. Media and Telecom both have 2 brands in the top 10 Source: Nielsen, 2015, data run off on 22 April 2015
  103. 103. 103 0 10 20 30 40 50 60 70 Mediaspend(inmillions) Q1 2014 Q1 2015 +19% -35% +95% -43% Telegraaf and Brabant Combinatie stay on top and increase in spend compared to Q1 2014. Local daily newspapers are well represented. Source: Nielsen, 2014 – 2015, data run off on 22 April 2015 In the spring of 2015 a new local news medium will be launched called e52 (online and paper). This will start in Tilburg but is set out to become a local medium for cities around the Netherlands.
  104. 104. 104 Title Media owner / Publishing house Sales house Distribution Metro Telegraaf Media Nederland / Landelijke Media B.V. Telegraaf Media Nederland National distribution & special editions in Amsterdam, The Hague, Rotterdam Since 1 October 2014, only 1 free sheet is left: de Spits has been integrated in the Metro, it remains in the ownership of Telegraaf Media Telegraaf Media also started with the tabloid format for the de Telegraaf as the last of all the main newspapers in The Netherlands (only Financieel Dagblad is still in Broadsheet format)
  105. 105. 105 Both tablet and mobile are getting popular for reading newspapers. All digital platforms are used most daily for reading the newspaper. 36% 17% 15% 38% 20% 20% 36% 21% 23% Pc/Laptop Mobile Tablet NPDM 2012 II - 2013 I NPDM 2013 I - 2013 II NPDM 2013 II - 2014 I 0% 2% 4% 6% 8% 10% 12% 14% Less than once a month Once a month Once every two weeks Once a week2-3 days a week 4-5 days a week 6-7 days a week Pc/Laptop Mobile Tablet Source: NPDM releases: 2012 II – 2013 I to 2013 II – 2014 I, base: total NL 13+Source: NPDM releases: 2013 II – 2014 I, base: total NL 13+ Digital use of newspapers
  106. 106. 106 0 1000 2000 3000 4000 5000 6000 7000 2009 2010 2011 2012 2013 2014 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 Small increase in magazine circulation (+1% YoY); Family & celebrity show large increase due to introduction of ‘Alles voor’, a collaboration between Bol.com and AH Source: HOI, audited circulation figures. Based on all paid-for and free-of-charge circulation.
  107. 107. 107 Top 10 magazine titles in terms of circulation Publication type Total circulation 2013 Total circulation 2014 % change total circulation YoY Kampioen Family 3.529.929 3.545.228 0% Allerhande Sponsored mags 2.276.768 2.119.595 -0,1% AllesVoor Sponsored mags - 2.092.481 0% Boodschappen Sponsored mags 1.963.050 1.967.494 0% SPOOR Sponsored mags 1.302.667 1.213.035 -0,1% Eigen Huis magazine Home deco/gardening/DIY 706.008 704.350 0% Vrouw Women’s 626.594 611.924 0% Zorgbelang Special interest 509.810 508.442 0% Veronica Magazine TV listings 592.725 470.614 -0,2% Villa d'Arte Home deco/gardening/DIY 361.591 369.159 0% Total (across all titles) 25.212.222 25.534.354 0% Source: HOI, audited circulation figures. Based on all paid-for and free-of-charge circulation. Sponsored magazines have the highest circulations. Veronica shows a big decrease in circulation.
  108. 108. 108Source: NOM Print & Doelgroep Monitor 2013-II 2014-I, base: total NL 13+ (N=21,065) Women’s, family & celebrity titles have highest reach Top 10 magazine titles in terms of audience reach Publication type Average issue reach amongst NL 13+ (in ‘000s) Average issue reach amongst NL13+ (%) Kampioen Family/celebrity 5,304 37,6 Allerhande Sponsored 4,245 30,1 Libelle Women’s 1,914 13,6 Veronica TV listings 1,693 12,0 Donald Duck Kids/youth 1,606 11,4 Margriet Women’s 1.286 9,1 Vrouw Women’s 1.264 9 Privé Family/celebrity 1.264 9 LINDA. Women’s 1.133 8,0 Quest Science 1.079 7.7
  109. 109. 109 - 10.000 20.000 30.000 40.000 50.000 GrossmediaspendX1000 2013 2014 2015 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 -2015, data run off on 22 April 2015
  110. 110. 110 No. Brand Category Gross spend in € Q1 2015 1 Hollands Nieuwe Telecom 1.360.109 2 Molenaar Health 1.301.007 3 Elsevier Media 1.238.650 4 ANWB Transport 1.129.871 5 Voordeeluitjes Travel 1.024.139 6 Vrouwonline Media 971.521 7 Corendon Travel 908.352 8 SBS6 Media 895.525 9 Albert Heijn Retail 819.818 10 Sanoma* Media 796.896 When looking at individual brand level in Magazines advertising, Hollands Nieuwe comes out on top followed by Molenaar and Elsevier Overall, Media dominates, with 4 brands amongst the top 10. Source: Nielsen, 2015, data run off on 22 April 2015 *Sanoma brand consists of all media of Sanoma. Most ads are for their own magazines.
  111. 111. 111 0 1 2 3 4 5 6 7 8 Mediaspend(inmillions) Q1 2014 Q1 2015 -7% +13% -18% -12% -24% -16% -16% Despite decreasing in advertising revenue, Allerhande is still on top in Q1 2015. Vogue is the only fashion magazine that has increased revenue. Source: Nielsen, 2014 – 2015, data run off on 22 April 2015
  112. 112. 112 No high usage of magazines via digital platforms jet. PC/Laptop the most popular and also most high frequency used. 12% 4% 6% 13% 5% 8% 12% 5% 8% Pc/Laptop Mobile Tablet NPDM 2012 II - 2013 I NPDM 2013 I - 2013 II NPDM 2013 II - 2014 I Source: NPDM releases: 2012 II – 2013 I to 2013 II – 2014 I, base: total NL 13+ 0% 1% 2% 3% Less than once a month Once a month Once every two weeks Once a week2-3 days a week 4-5 days a week 6-7 days a week Pc/Laptop Mobile Tablet Digital use of magazines Source: NPDM releases: 2013 II – 2014 I, base: total NL 13+
  113. 113. 113 COMMUNICATING
  114. 114. 114 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. Communicating
  115. 115. 115 SOCIAL MEDIA
  116. 116. 116 Facebook seems to have plateaued at very high level. YouTube is a (stable) second network in terms of claimed usage. Google+ is rising significantly in claimed usage Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+ Do you use the social media listed below?
  117. 117. 117 Facebook and YouTube are most used platforms in the year 2014 Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+ Social media in the Netherlands in 2015 The absolute numbers are a projection of the results based on the following data: Number of Dutch people Target population Dutch people15+ 16.870.773 0,83 Internet penetration Population 0,94 13.162.577 Main platforms: Upcoming platforms: 2.8 million Dutch people use Twitter, 1 million use it daily 3.8 million Dutch people use LinkedIn, 0.4 million use it daily 3.9 million Dutch people use Google+, 1.3 million use it daily 6.8 million Dutch people use Youtube, 1.2 million use it daily 9.4 million Dutch people use Facebook, 6.6 million use it daily 0.1 million Dutch people use WeChat, 28.0000 use it daily 0.1 million Dutch people use Foursquare, 31.000 use it daily 0.3 million Dutch people use Tumblr, 125.000 use it daily 0.8 million Dutch people use Snapchat, 320.000 use it daily 1.6 million Dutch people use Pinterest, 261.000 use it daily 1.8 million Dutch people use Instagram, 722.000 use it daily
  118. 118. 118 11 12 19 9 10 11 17 54 24 27 33 30 31 24 39 31 29 29 28 31 31 31 24 7 24 22 15 23 21 23 15 612 10 5 8 8 11 4 Facebook Twitter Instagram Linkedin Pinterest Google+ Tumblr Snapchat Age distribution of social networking sites in NL 65+ 50-64 35-49 20-34 13-19 Snapchat is used by very young people (54% 13-19). Source: DDMM, Q1 2015, 13+ (Since iOS8 apple users are excluded from DDMM, they are working on a solution)
  119. 119. 119 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Age 16-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Account ownership Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 After a increase in people owning a Facebook account (due to the older generations) now the number of account seems to decrease. Activity amongst all age groups is declining. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Age 16-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Active users monthly Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Source: GlobalWebIndex, 2015, Base Internet Users NL16+ (N=761), Active user ‘Have done in the past month’
  120. 120. 120 Social Media users in the Netherlands: All layers of society use Social Media, but privacy concerns are still an issue Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+ 66% is worried about their data being sold 59% is worried about their data in general 58% doesn’t know if they can trust social media 13% has a lot of trust in social media
  121. 121. 121 Worries about privacy have increased among users under 40 while they have decreased among older users. People are least worried about government collecting their data Source: GlobalWebIndex, 2015, Base Internet Users NL16+ (N=761), Active user ‘Have done in the past month’ | Ruigrok NetPanel, Whats happening online 2014, n=1.660 45% 42% 47% 28% Online privacy worries 2014 Phising Identity fraud Companies collecting data Government collecting data 52% 68% 66% 60% 52% 60% 71% 70% 58% 47% 0% 10% 20% 30% 40% 50% 60% 70% 80% 80+ 65-79 40-64 20-39 15-19 Worries about privacy 2014 2015
  122. 122. 122 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 December 2014 top 10 Source: http://www.spot.nl/publicaties/social-tv-ratings, data collected 28 April 2015 Source: 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 24-12-2014 19:30 Serious Request NPO 3 15.378 2 10-12-2014 20:40 UEFA CL Ajax - Apoel Nicosia NPO 3 14.296 3 11-12-2014 21:00 UEFA EL Standard Luik - Feyenoord RTL 7 10.273 4 19-12-2014 20:30 The voice of Holland RTL 4 9.882 5 08-12-2014 22:30 RTL Late Night RTL 4 9.688 6 30-12-2014 20:00 RTL 7 Darts: WK 2015 RTL 7 7.625 7 11-12-2014 19:00 UEFA EL PSV - Dinamo Moskou RTL 7 5.342 8 16-12-2014 20:30 NOS Studio Sport NPO 1 5.139 9 01-12-2014 20:25 2Doc: Zwart als roet NPO 2 3.587 10 31-12-2014 22:00 Ik Hou Van Holland: Oud & Nieuw RTL 4 3.529
  123. 123. 123 SURFING ONLINE
  124. 124. 124 Trends and developments Facebook is expanding the possibilities of their video advertising platform LiveRail with display advertisements that can exist outside of Facebook. LiveRail now also displays banner and native advertisements on top of video. Google and twitter were already doing this. Facebook uses anonymous data to target their advertisements. They call this people based marketing. Although Facebook is now in direct competition with Google, Google is still far ahead of Facebook in the market of mobile advertisement holding a market share of 35% and Facebook 17%. Source: http://www.emerce.nl/nieuws/facebook-begint-adtech-oorlog-google As of March the new cookie legislation has been in effect. This law isn’t just for cookies, it entails that websites are obliged to ask for permission for every kind of tracking and everything that can be used for profiling (device fingerprinting, pixel advertising, canvas fingerprinting etc.). ACM (autoriteit consument & markt) will uphold this law actively. Source: hhttp://www.marketingonline.nl/blog/cookie-wet- misleidend
  125. 125. 125 DMA Institute is an innovative and leading international digital media auditing and quality assurance service. Empowering digital leaders and global organizations in “Assessing The True Value Of Digital Media’’. With DMA you can measure the time ads are visible, which audience has seen the ad and which sites and placements provided conversions for the brand. DMA Institute is starting with a certifying process in which partners of DMA-I can earn certification after extensive workshops, benchmarking and case-building. Starcom Netherlands is the first media agency to start with the certification process. Trends and developments-II Source: http://www.adformatie.nl/nieuws/dma-institute-begint-met-certificeren
  126. 126. 126 25% 13% 13% 36% 27% 14% 14% 36% 33% 14% 15% 37% 40% 14% 17% 38% 42% 14% 18% 38% 44% 15% 18% 38% Social Networks Buying/selling Streaming video Searching for info 2011 I - 2011 II 2011 II - 2012 I 2012 I - 2012 II 2012 II - 2013 I 2013 I - 2013 II 2013 II - 2014 I Over the last two years all online activities have shown an increase in usage. Social networking became very popular: frequent usage almost doubled in 2.5 years Source: NPDM releases: 2010 II – 2011 I to 2013 II – 2014 I, base: total NL 13+ Online activities done ‘often’ – across time
  127. 127. 127 Most activity on PC/Laptop. Mostly same activities at different platform, although popularity activities per platform differs. 16% 17% 18% 18% 19% 19% 23% 24% 24% 29% Used Instant Messenger Searched for product or service to buy Watched a video clip Reviewed a product or brand online Managed your social network profile Uploaded photos online Checked the weather online Used a social networking service Used Webmail Used internet banking Top 10 - Mobile 30% 33% 40% 41% 45% 46% 49% 52% 53% 68% Used a social networking service Checked the weather online Uploaded photos online Managed your social network profile Purchased a product online Searched for product or service to buy Used Webmail Reviewed a product or brand online Watched a video clip Used internet banking Top 10 - PC / Laptop 9% 9% 10% 10% 10% 11% 12% 12% 12% 13% Managed your social network profile Purchased a product online Played an online game Used a social networking service Watched a video clip Searched for product or service to buy Reviewed a product or brand online Used internet banking Checked the weather online Used Webmail Top 10 - Tablet Source: GlobalWebIndex, 2015.Q1, Base Internet Users NL16+ (N= 761), Have done in the past month
  128. 128. 128 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 spend 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 2014 Index (14/11) Male 90.1% 91.1% 92.2% 93.1% 103 Female 84.4% 86.7% 88.1% 88.3% 105 13-17 years old 100.0% 99.6% 98.9% 98.9% 99 18-24 years old 99.4% 97.6% 99.5% 98.9% 99 25-34 years old 98.2% 98.0% 98.8% 99.4% 101 35-49 years old 95.3% 97.8% 98.1% 97.6% 102 50-64 years old 86.9% 90.0% 92.1% 91.8% 106 65+ 55.0% 57.9% 61.2% 66.4% 121 Low education 62.7% 66.3% 70.5% 70.5% 112 Medium education 90.6% 92.5% 93.3% 93.9% 104 High education 96.7% 97.4% 97.7% 98.2% 102 Source: Media Standard Survey 2014 (N= 5,100) Source: comScore data gem, based on comScore MMX, March 2013, worldwide, females aged 15+
  129. 129. 129 Mobile phone and tablet increase their popularity as a device to get online. Most people (73%) 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 2013 II - 2014 I 73% 9% 6% 2% 0% 0% 0% 3% 1% 7% (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 9% 20% 10% 4% 1% 1% 1% 2% 1% 51% (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 releases: 2012 I – 2012 II to 2013 II – 2014 I, base: total NL 13+ Source: NPDM 2013 II – 2014 I, base: total NL 13+
  130. 130. 130 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 browser tabs 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) 60% 63% 66% 41% 43% 47% 40% 37% 34% 59% 57% 53% 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
  131. 131. 131 A significant increase in online home shopping spend with in 2014. Less shoppers spend more money online. 7.400 8.200 9.000 9.800 10.600 13.730 6 7 8 9 10 11 12 0 2.000 4.000 6.000 8.000 10.000 12.000 14.000 16.000 €billions Online home shopping spend People buying online +11% +10% +9% +8% +30% Top 5 categories with highest % of online purchase Source: Thuiswinkel Martkmonitor 2010-2014 72,8% 42,9% 62,2% 77,4% 83% Insurences Media & Entertainment Travel Packages Plane tickets & accommodation Tickets for events & attractions Online Offline
  132. 132. 132 ON THE GO
  133. 133. 133 On the Go On average people spend one hour On the Go (on weekdays). Time spent 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. Time spent On the Go is changing rapidly from a relatively boring ´getting from A to B´ chore to an enriched travel experience.
  134. 134. 134 Since 2013 Interbest is no longer part of the Buitenreclame onderzoek (BRO). However, the other exploiters pay Interbest’s fee and therefore Interbest’s campaign reach can still be measured. Trends and developments In November 2014 Platform Buitenreclame Exploitanten changed their name into Outreach. OOHA Media expand their business in April with a LED mast along the A15 highway. The LED mast is 12 by 9m. Since 2014 OOHA Media has LED masts along the A1, A2, A1, A30, A73 and later this year along the A12 Source: http://fonkonline.nl/media-nieuws/nieuw-digitaal-scherm-ooha-media-%2831309%29.html Source: http://nederlandsmedianieuws.nl/media-nieuws/Outreach-nieuwe-naaam-voor-Platform- Buitenreclame-Exploitanten.html Outreach will focus more on promoting OOH advertising as a whole. Starting May JCDecaux will exploit the GVB trams through public tendering. Stickers will be used as total view, meaning the advertisers will be visible all over the tram. Source: http://www.adformatie.nl/nieuws/jcdecaux-wint-aanbesteding-reclame-exploitatie-op- amsterdamse-trams
  135. 135. 135 Radio and internet popular on the go via smartphones. TV not jet popular on the go. 94% 39% 43% 46% 6… 15% 6% 65% 62% 26% 3% 6% 98% 34% 10% 5% 4% 2% 4% Place of access by medium type Internet Radio TV Source: Media Standard Survey 2014 (n = 5,100), Base = Total NL 13+, (* location isn’t asked for each medium type)
  136. 136. 136 Outdoor market dominated by 4 big players, JCDecaux, ExterionMedia, Clear Channel and Interbest. Q1 2015 shows a decrease in spend of 10% compared to Q1 2014. Source: Nielsen, 2011 – 2015, data run off on 22 April 2015 0% 10% 20% 30% 40% Share of gross media spend OOH 2011 2012 2013 2014 Q1 2014 Q1 2015 Total Spend 2011: € 415.235.318 Total Spend 2012: € 468.007.528 Total Spend 2013: € 477.697.912 Total Spend 2014: € 505.435.502 Total Spend Q1 2014: € 120.583.197 Total Spend Q1 2015: € 108.335.715 Others
  137. 137. 137 Shelters and billboards – reach main package per vendor Source: CAFAS, March 2015, database version 15.0 | Reach is based on biggest package per vendor available in 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
  138. 138. 138 Since 21st January 2014, CBS Outdoor is internationally rebranded as Exterion Media. 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 Exterion Media Source: http://www.cbsoutdoorinternational.com/About-Us/Press-Centre/Press-Releases/CBS-Outdoor-International-to-rebrand-as-Exterion-Media/
  139. 139. 139 - 10.000 20.000 30.000 40.000 50.000 January February March April May June July August September Oktober November December GrossmediaspendX1000 2011 2012 2013 2014 2015 No clear seasonality influences for OOH. Source: Nielsen, 2011 – 2015, data run off on 22 April 2015 No real seasonality influences. Although spend show a small increase during the year. Despite there is no real seasonality influence, JCDecaux introduce season based indices.
  140. 140. 140 Looking at an individual brand level McDonalds dominate the market of OOH spend. No. Brand Category Gross spend in € Q1 2015 1 McDonalds Fastfood 3.877.722 2 Belsimpel.nl Telecom 3.087.848 3 Vodafone Telecom 2.565.810 4 T-Mobile Telecom 2.139.144 5 KPN Telecom 2.066.484 6 Seats & Sofas Retail 2.023.454 7 Corendon Travel 1.758.132 8 Schiphol Travel 1.704.380 9 Unox Food 1.591.774 10 Ziggo Telecom 1.535.698 Source: Nielsen, 2015, data run off on 22 April 2015 Overall, Telecom dominates, having 5 brands in the top 10.
  141. 141. 141 The digitalization of OOH offers many opportunities to interact with consumers 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. Digital Flagship Store or Online Shopping Ad shells With apps like Layar or 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
  142. 142. 142 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 occasions of others 2. Design for spontaneity, no impulsivity 3. Travel time is a brand’s playground 5. Embrace the joy that technology itself can bring 6. Balance knowing me and surprising 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 flexibility 5. Transform all travel time into active time 6. Blend the best of both worlds and give them a bonus 4. Provide ‘private sociability’
  143. 143. 143 New digital sites Source: Vivaki Exchange new in 2014 Amsterdam Rembrandtplein Ziggo Dome Digitale mast The Wow Strijkijzer Den Haag Schiphol Astrovision
  144. 144. 144 Fact Sheet Outdoor Street shelters (6-sheets) and billboards are in the hands of 4 major players. 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) JCDecaux will introduce a starting price with index numbers in 2015 as the first of the OOH players. Also JCDecaux is rumoured to try to buy Clear Channel and becoming the biggest OOH player in the world. Shelters (6-sheets), billboards (48s and 96s) and Masts are the most widely used formats.
  145. 145. 145 Street shelter (6-sheet) Mast Billboard (48-sheet 96-sheet)
  146. 146. 146 SANDER GEERLING Insights & Data Consultant sander.geerling@starcom.nl MAAIKEDEVRIES Sr. Insights & Data 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! WOUTERMARTENS Data & Business Solutions wouter.martens@starcom.nl
  147. 147. 147 APPENDIX
  148. 148. 148 SKO audience measurement in the Netherlands ‘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 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, 2nd of July 2014
  149. 149. 149 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 FUSION Mid 2015 ONLINE VIDEO TOTAAL September 2015 TV TOTAL (Linear & non-linear; via TV screen) Existing AVTotal(Early2016) 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 behavior (i.e. online video) without influencing the core currency data. SKO ultimate aim: measure all online video content (include online vendors as YouTube) Source: www.kijkonderzoek.nl, 2nd of July 2014
  150. 150. 150 Radio audience measurement National Luister Onderzoek (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 persbericht 15 October 2014
  151. 151. 151 Research study Media:tijd is released in Q2 2014 A national Media Time Spend Study is available. This is a collaboration between: • Sociaal en Cultureel Planbureau • The 3 official media audience ratings: NOM, NLO and SKO On top of the Time Spend Study, Media:tijd will launch another study in 2015: • A data hub to combine audience ratings in order to analyze cross media reach Media:Time is 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:tijd 2014, TA: 13+ (N=2,989)
  152. 152. 152 The Standard Ad Units – Mobile and tablet Display Source: IAB website: http://www.iab.nl/2014/06/12/iab-taskforce-mobile-past-mobile-advertising-standaarden-aan-2/, data collected on 30th June 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
  153. 153. 153 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 10th December 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.
  154. 154. 154 NOM audience measurement in the Netherlands ‘Nationaal Onderzoek Multimedia’ (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/, 21th October 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 Since January 2015 HOI and NOM became one organization. NOM now does not only measure reach of print and digital media but also circulation.
  155. 155. 155 STIR has stopped as the official audience measurement currency in the Netherlands STIR was the primary provider of the official audience ratings for online in 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 12th November, 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. There are some problems with DDMM since iOS8 is available on apple products. Data from devices using iOS8 is not reliable anymore. This caused the six big media owners (TMG, De Persgroep, RTL, NPO, Marktplaats and Sanoma) to step out of the project of DDMM. DDMM is now called GFK- DAM (Digital Audience Measurement) and they are working hard on a solution for the iOS8 problems. All parties are all still in contact to see if they can return to the project after the problems are resolved. Source: www.stir.nl, 25th September 2013 | http://www.vinex.nl/nieuws/eerste-meetresultaten-digitaal-bereiksonderzoek-ddmm/, 12th November 2013 DAM
  156. 156. 156 DDMM reach data is not comparable with previous figures due to differences in technology The methodology of DDMM / GfK-DAM is different than the digital measurement of STIR (which means reach data can not be compared). The main differences are: - DDMM / GfK-DAM data is weekly available 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 Source: http://www.vinex.nl/nieuws/eerste-meetresultaten-digitaal-bereiksonderzoek-ddmm/, 12th November 2013; www.adformatie.nl/nieuws/grote-uitgevers-zeggen-contract-online- bereiksonderzoek-ddmm-op DAM
  157. 157. 157 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) Audience measurement for OOH – from OTS to VAC Source: Het Buitenreclame Onderzoek 2011
  158. 158. 158 For this study the 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 available via CAFAS software Source: Het Buitenreclame Onderzoek 2011 Due to conflicting interests, Interbest stopped participating as of 1st March 2013.
  159. 159. 159 Fact Sheet 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. 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) JCDecaux will introduce a starting price with indexnumbers in 2015 as the first of the OOH players. Also JCDecaux is rumoured to try to buy Clear Channel and becoming the biggist OOH player in the world.
  160. 160. 160 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 OOHA Media Various media at local airports, ad shells in bars, clubs, discotheques, cinemas, sport clubs, petrol stations, billboards Masts, LED masts Schiphol Media Big variety of media at Schiphol Airport Amsterdam OV Media & Triple Media Buses, A3 posters in buses Altermedia A3 posters indoor (cafes, bars, cinemas), taxis, sampling, car2go/cargohopper Boomerang Media Freecards Outdoor Media Owners Source: Retriever, June 2014

×