Dutch media landscape 2014 Q1 update by Starcom
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The document provides an overview of media trends in the Netherlands. Key points include: - Television still claims the largest share of gross media spend, though its share is declining as digital spend rises. Internet display spending is growing rapidly year-over-year. - Top advertisers are FMCG, retail, and telecom companies. Retail brands dominate the list of top individual brands spending on advertising. - Total sponsor spending decreased 6% in 2013, mainly due to less spending on sports sponsorships. The majority of sponsor contracts are for sports properties. - Digital trends like social, local and mobile are increasingly important across media. Consumers are engaging more with digital and multi-screen behaviors.
Dutch media landscape 2014 Q1 update by Starcom
- 1. The Netherlands STARCOM Media Landscape 2014 Q1 Update
- 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. THE NETHERLANDS GENERAL STATS & FIGURES
- 4. 16.193 16.780 15.500 16.000 16.500 17.000 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Population (in ‘000s) Dutch population is growing and getting older, with the number of single person households increasing + 3.21% since 2003 2.384 2.802 4.612 4.767 2,28 2,19 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 Averageno.ofpeopleinHH NumberofHH(in‘000s) Household size Single person household Multiple person household Average no. of people in HH Source: CBS, Statline , January 2014 38,6 40,8 37 38 39 40 41 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Average age + 4.62% since 2003
- 5. Consumer confidence is climbing back up from an ultimate low Source: CBS, Statline , Jan 2014 (NB: 2013 figures for disposable HH income haven’t been published yet) Despite the economic crisis, disposable HH income hasn’t actually declined but remained stable 28,3 29,0 29,4 30,6 32,6 33,1 33,3 33,2 33,1 33,2 0 10 20 30 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 €(in‘000s) Annual disposable HH income -50 -40 -30 -20 -10 0 10 20 30 2007 Jan 2008 Jan 2009 Jan 2010 Jan 2011 Jan 2012 Jan 2013 Jan 2014 JanDifference%positiveandnegativeanswers Consumer confidence
- 6. The effects of the difficult economic climate are still felt, but first signs of recovery are evident Key Economic Indicators NL 2011 2012 2013 2014 2015 Inflation 2.3% 2.25% 1.75% 2% 2,25% Economic growth 1.2% -0.75% 1.25% 1.5% 1.5% Purchasing power* -1.0% -1.75% 0% -0.5% -0.5% Unemployed (in ‘000s) 389 500 545 535 495 Unemployment % 5.4% 6.75% 7.25% 7.25% 6.5% Source: CPB, Kerngegevenstabel 2011-2015, June 2014 (* Median all households)
- 7. OVERALL TRENDS & RANKINGS
- 8. 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
- 9. Source: trendwatching.nl, 10 crucial consumer trends for 2013 10 crucial consumer trends of 2013 “Consumers are becoming more involved in the financing and development of new products and brands” “Emerging markets that serve other emerging markets. Worldwide” “Multitasking shall be hyper- tasking: 2013 becomes the year of micro convenience, mini digital experiences and digital snacks” “The time has come for products that also give back” “Apps are the new drug” “Show off the new 'it' cultures” “Consumers wish 'useful' or even profitable data” “Local production is the new service economy” “Not only transparent, but also open, exposed and proud ;-) “ “Brands will ask contribution of their customers”
- 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. 6 Obvious and 6 less obvious trends of 2013 More digital More mobile More social More emerging markets. More agile/speedy More data-driven The future is digital and 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 TV will 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: Rishad Tobaccowala, Chief Strategy and Innovation Officer, SMG HES Republic, October 2013
- 12. Local Dutch brands have high “share of mind” amongst Dutch consumers. The news gained a prominent position in the list. Source: EURIB Top 100 Indispensable Brands of 2013 (EURIB Top 100 Onmisbare Merken van 2013), n=1,001 No. 3 No. 2 No. 1
- 13. MEDIA SPEND
- 14. Gross media spend relatively stable, with a slight increase in 2014 Q1 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 2009 2010 2011 2012 2013 2013 Q1 2014 Q1 €millions Gross media spend Source: Nielsen, 2009 – 2014 Q1, data run off on 18th June 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 +2%
- 15. Dip in net media spend mirrors industry declineMedia spend vs. industry spend Net Media Spend Spend data as reported by buying managers Source: Nielsen Annual Net Media Spend Report 2012 (spend report 2013 not available yet) Gross investment business sector 20% 10% 5% 15% 0% -5% -15% -20% -10%
- 16. FMCG, retail and telecom dominate the top Dutch advertisers No. Advertiser Category Gross spend in € 2013 1 Unilever Nederland FMCG 216.970.985 2 Kruidvat Retail Retail 111.642.246 3 KPN Telecom 96.493.297 4 Lidl Nederland Retail 86.834.465 5 Albert Heijn Retail 86.323.214 6 Vodafone Telecom 76.826.118 7 Procter & Gamble Nederland FMCG 67.069.664 8 C1000 Retail 64.278.694 9 Reckitt Benckiser Nederland FMCG 58.893.014 10 St.Expl.Ned.Staatsloterij Lottery 58.842.764 Source: Nielsen, 2009 – 2013 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
- 17. When looking at individual brand level, retailer Kruidvat comes out top No. Brand Category Gross spend in € 2013 1 Kruidvat Retail 97.980.026 2 Lidl Retail 86.834.465 3 Albert Heijn Retail 86.284.214 4 KPN Telecom 81.146.155 5 C-1000 Retail 64.278.694 6 Kras Reizen Travel 56.155.267 7 Ziggo Telecom 52.102.563 8 Mcdonalds Fast Food 51.533.679 9 Nationale Postcode Loterij Lottery 46.982.702 10 Corendon Reizen Travel 46.936.551 Overall, retail stores dominate, with 4 retail brands amongst the top 10. Telecom and travel are next with 2. Source: Nielsen, 2013 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
- 18. TV still claims the largest share of gross media spend 14% 15% 15% 16% 16% 15% 12% 8% 6% 6% 5% 7% 5% 7% 7% 7% 7% 7% 5% 5% 5% 6% 6% 6% 6% 6% 5% 5% 7% 8% 8% 8% 9% 41% 44% 44% 43% 44% 2% 1% 1% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2009 2010 2011 2012 2013 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 – 2013, data run off on 21st January 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
- 19. Afters years of growth, TV spend declined in 2012. In 2013, level slightly increased again. DM spend continued to decrease YoY, whilst Online Display showed a strong increase. 0 1.000 2.000 3.000 4.000 €millions Gross media spend per medium type across time 2009 2010 2011 2012 2013 Source: Nielsen, 2009 – 2013, data run off on 21st January 2014 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
- 20. € 790 € 954 € 1.068 € 1.158 16% 19% 22% 25% 0% 10% 20% 30% 0 500 1.000 1.500 2009 2010 2011 2012 %oftotalnetadspend €millions Total internet net spend Total internet net spend Share of internet spend (of all net spend) Internet spend is still steadily increasing YoY. Most of that increase can be attributed to higher spend behind search. € 410 € 460 € 530 € 625 € 205 € 302 € 336 € 338 € 175 € 192 € 202 € 195 0 500 1.000 1.500 2009 2010 2011 2012 €millions Internet net spend per type Classifieds, Directories, Listings Display Search Source: Nielsen Annual Net Media Spend Reports 2010, 2011 and 2012. “Classifieds, Directories, Listings” contains spend on peer-to-peer/2nd hand online shopping sites (e.g. Marktplaats/Ebay) or Yellow Pages-type online directories (e.g. Telefoongids)
- 21. The first growth in media spend is not expected by agencies until 2014 3.935 3.967 3.884 3.882 3.919 3.965 3.800 3.900 4.000 2010 2011 2012 2013 2014 2015 €millions Forecast net spend 3,3% 0,8% -2,1% 0,0% 1,0% 1,2% -4% -2% 0% 2% 4% Forecast net spend Change (%) to previous year Source: ZOG Adspend Forecast Netherlands - December 2012 (2010-2011 based on agency estimates, 2012-2015 based on agency forecasts) 0 500 1.000 1.500 Newspapers Magazines TV Radio Cinema Outdoor Internet €millions Net spend per medium type 2010 2011 2012 2013 2014 2015 Growth in spend due to increasing levels of internet spend
- 22. 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: SponsorMonitor 2014 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded) Total spend top 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) Sponsorspendinmio€ Sponsor spend 2010-2013 2010 2011 2012 2013
- 23. 61% 9% 13% 6,50% 10,50% 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: SponsorMonitor 2014 (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).
- 24. No. Brand Gross sponsor spend in € 2013 1 Rabobank € 26,000,000 2 Nike € 15,000,000 3 AEGON € 12,700,000 4 adidas € 10,000,000 5 ABN AMRO € 8,450,000 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 and AEGON have been the top sponsors for several years Source: SponsorMonitor 2014 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded.
- 26. A new national Media Time Spend Study is launched. This is a collaboration between: • Sociaal en Cultureel Planbureau • The 3 official media audience ratings: NOM, NLO and SKO New research study Media:tijd is released in Q2 2014 On top of the Time Spend Study, Media:tijd will launch another study in Q4 2014: • 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)
- 27. Dutch people spend more than 8 hours per day on media 8,53 0,59 10,21 0,36 1,33 0,3 3,15 0,14 0,43 2,22 8,11 0,49 11,21 0,31 1,31 0,33 0,35 0,1 0,12 4,19 0 2 4 6 8 10 12 Media On the go Sleeping, eating and personal care Care for others Housework Groceries, shopping Work Volunteerting Study, school Leisure time Hours per day Main activities – Average time spent per day Weekend Weekdays Source: Media:tijd 2014, TA: 13+ (N=2,989)
- 28. Dutch people spend more than 8 hours per day on media 4,29 3,21 1,22 2,11 1,4 1,18 2,49 3,54 3,56 1,39 1,44 2,16 1,06 1,29 0 1 2 3 4 5 Listening (online or offline) Watching (online or offline) Reading (paper or electronic) Communicate (through media) Gaming (electronic) Internet other Media otherHoursperday Media activities – Average time spent per day Weekdays Weekend Definitions Listening: to radio, (own) music/audio – offline, online or apps + live or delayed Watching: TV-programs, videos or pictures - offline, online or apps + live or delayed 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)
- 29. 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)
- 30. Internet is only medium where advertising budgets increase in line with time spend Source: Trends tijdsbesteding 2010 & 2012 SPOT, Zenith Optimedia, Deloitte analysis 0 - Share of time spend vs. Share of advertising spend 50 - 40 - 30 - 20 - 10 - 0 10 20 30 40 50 2012 2010 Expected development ShareofAdvertisingspend(%) Share of Time spend (%) Newspapers/ Magazines As forecasts show, the advertising revenue in newspapers and magazines have been declining, whilst there is limited change in time spend. Given shifts in consumer behavior this trend is expected to continue. Internet Time spend online continues to increase, and is expected to increase even further. Advertising budgets increase in line with time spend. TV TV remains strong on time spend, while taking share of advertising from newspapers and magazines. Radio Traditional radio has declined in its share of total time spend, SoA had slightly declined. Upside potential in SoA is limited, however online radio services can increase time spend in the future again.
- 31. MEDIA TRENDS, INCL. MULTI SCREEN
- 32. Tablet and smartphone ownership still rising, whilst purchase intent for tablets slightly decreased. Sim Only subscriptions are growing in popularity. 7% 30% 49% 30% 48% 23% 6% 40% 56% 29% 48% 26% 5% 48% 60% 27% 47% 29% 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 Source: NPDM 2012-I 2012-II; 2012-II 2013-I; 2013-I 2013-II
- 33. ‘Trends in Digitale Media’ shows the same pattern. Tablet ownership increased with 0.8 million new users in 1st HY 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. 93% of Dutch households have internet access at home. Internet access ‘on the go’ increase rapidly. 90% 44% 13% 26% 4% 20% 5% 92% 45% 12% 29% 5% 28% 4% 93% 45% 14% 34% 5% 37% 4% 0% 20% 40% 60% 80% 100% Internet access by location 2011 2012 2013 Source: Media Standard Survey 2011/2012/2013 (n = 5,100); Base = Total NL 13+
- 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% 0% 20% 40% 60% 80% 100% 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. Watching TV still most popular via traditional TV set, but also occurs a lot via PC/Laptop (34%). TV via tablet is rising (17%). Internet use via mobile (49%) and tablet (35%) is also very popular 66% 58% 49% 35% 6% 5% 23% 15% 9% 17% 95% 33% 33% 19% 16% 72% 12% 12% 6% 6% 20% 79% 10% 10% 13% 5% 0% 20% 40% 60% 80% 100% Device use per medium type Internet TV Newspaper Magazines Radio Source: Media Standard Survey 2013 (n = 5,100), Base = Total NL 13+, (* device isn’t asked for each medium type)
- 37. Smartphone and tablet ownership increased where other devices showed decrease. Overall, the couch is most favorite location of 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% Location of usage Laptop/netbook Smartphone Tablet E-reader
- 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. Most people use another screen when watching TV (63%). Mobile phone is getting more popular, where the usage of laptops while watching TV is decreasing. Playing games, reading the news and chatting with friends are most popular activities 0% 10% 20% 30% 40% None Of The Above Laptop PC Mobile Phone Tablet (e.g. iPad) Desktop PC E-Reader (e.g. Kindle) Multi Tasking while watching TV Q1 2014 Q4 2013 Q3 2013 Q2 2013 0% 10% 20% 30% Multi Tasking activities Q2 2013 Q3 2013 Q4 2013 Q1 2014 Source: GlobalWebIndex, 2013.Q2 - 2014.Q1, Base Internet Users NL16+ (N= 3013)
- 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 Minutesperday Minutesperday Multi Tasking Live TV - Time spend Sociale media, forums SMS-en, chatten Online games spelen Live Radio Dagblad, krant lezen E-mailen Overig gebruik websites, apps Tijdschrift lezen Source: Media:tijd 2014, TA: 13+ (N=2,989) Live TVMultiTask activity
- 41. Multitasker while watching TV: 16-34 year olds, mostly middle income and interested in sport, fashion, science and traveling. 51% 49% 20% 22% 23% 20% 15% 0 50 100 150 0% 25% 50% Source: GlobalWebIndex, 2014.Q1, Base Internet Users NL16+ (N= 751), TA: MultiTasker While watching TV (N=476) 27% 47% 26% Low (Bottom 25% income) (index 103) Mid (Mid 50% income) (index 97) High (Top 25% income) (index 103) 0 50 100 150 0% 20% 40% 60% % Agree Index Gender Income InterestAge
- 42. SPOT and Remotely.tv introduced Social TV Ratings: a monthly report of the number of TV related tweets. May 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 2nd July 2014 Source: Echo Listening, Starcom NL From Echo Listening analyses we’ve learned that people like to talk about a (special) TV campaign. People also like to talk about a TV campaign via social media. However social media use while watching TV is still relatively low and most of the conversations are not program related. Positie Datum Tijd Titel Zender Tweets 1 10-05-2014 21:00 Eurovisie Songfestival NED 1 252.399 2 06-05-2014 21:00 Eurovisie Songfestival halve finale NED 1 101.892 3 24-05-2014 20:00 CL Live, Real Madrid - Atlético Madrid NED 3 19.177 4 17-05-2014 19:50 Oefeninterland NED - Ecuador SBS 6 11.741 5 12-05-2014 22:30 RTL Late Night RTL 4 11.095 6 31-05-2014 19:50 Oefeninterland NED - Ghana SBS 6 7.540 7 14-05-2014 20:30 EL Finale Sevilla - Benfica RTL 7 7.231 8 09-05-2014 21:25 EZ NED 2 2.791 9 04-05-2014 19:50 Dodenherdenking Simulcast 2.681 10 12-05-2014 20:30 Project P: Stop Het Pesten RTL 5 2.443
- 43. NOT ON TV REPLACING LIVE VIEWING RE-WIRING VIEWING NORMS HOW THEY KEEP UP IN A CONTENT WORLD OF “MORE” NOT JUST TV: MOVIE SERIES ABOUT AVOIDING ADS Trend: Binge Viewing – the back to back to back viewing of a content series in one single sitting, or over a consecutive period of time – including TV shows, seasons or movie series Source: SMG Youth HEC, October 2013
- 44. TELEVISION
- 45. 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
- 46. 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 Early 2016 TV TOTAL (Linear & non-linear; via TV screen) Existing AVTotal(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, 2nd of July 2014
- 47. STER (Dutch Government) RTL SBS Broadcasting 54 regional channels Dutch TV channels, with advertising possibilities (I/II) Source: retriever.nl, July 2014 | http://nos.nl/video/483901-publieke-omroep-wordt-npo.html, 12th March 2013 Note: RTL 7 and RTL Z share a channel; RTL Lounge and RTL Crime are paid (digital) channels Note: Ned 3 and Zapp share a channel Radio and TV channels of Dutch Public Broadcasting will be rebranded as NPO.
- 48. The Walt Disney Company Benelux Triade Media BE VIACOM Discovery Networks Benelux FOX International Channels Benelux Dutch TV channels, with advertising possibilities (II/II) Source: retriever.nl, July 2014 | http://www.adformatie.nl/nieuws/bericht/ad-sales-samenwerking-fox-international-channels-en-branddeli, 12th November 2013 Note: share a channel with Veronica Note: mostly paid (digital) channels Note: all Nick channels share one channel.
- 49. With no big sport events in 2013, the market share of STER decreased. In 1HY of 2014 the effect of the soccer World Cup is already visible. Market share RTL and SBS remain stable through time, as where BrandDeli shows an increase in market share through time Source: SKO 2012 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 12q1-12q2 12q3-12q4 13q1-13q2 13q3-13q4 14q1-14q2
- 50. 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 – 17th November 2013, 02.00-26.00 based on all adults 13 + 0% 10% 20% 30% Market share 13q1-13q2 13q3-13q4 14q1-14q2 STER RTL SBS BrandDeli Triade
- 51. Clutter of broad family/women’s channels. Kids and male channels have a more distinct profile. Male Young Old Female Source: SKO, 2013, all adults 13+
- 52. 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
- 53. 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
- 54. TV trends and developments – III Source: SPOT Annual Report 2012 (based on all adults) | Moving Pictures 2013 98% 2% 1% 1% 98% 1% 1% 0% 98% 0% 1% 1% 0% 0% 25% 50% 75% 100% TV Desktop Laptop Tablet Smartphone Watching live 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.
- 55. VIDEO ON DEMAND
- 56. 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 January 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)
- 57. The Dutch online video landscape Source: comScore Video Metrix, Netherlands, August 2013, Age 6+
- 58. 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 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:tijd 2014, TA: 13+ (N=2,989)
- 59. Main players ‘traditional’ non-linear viewing Harddisk recorder ‘RTL XL’ & ‘SBS Gemist’ (Laptop, Smartphone, Tablet, Smart TV). 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. ‘Uitzending Gemist’ (NPO) TV content from all the public TV channels. NLziet (NPO, RTL, SBS) NLziet is a subscription for the three online platforms NPO Plus, RTLXL and Kijk. Subscribers can watch all content of Dutch TV up until 365 days after broadcasting. Source: http://www.adformatie.nl/nieuws/bericht/npo-rtl-en-sbs-samen-in-video-on-demand, 15th November 2013 | Update July 2014
- 60. 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. YouTube mostly has 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. 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.
- 61. The increased reach in April is caused by the addition of mobile data to DDMM. Although RTL increased strongly due to added reach mobile, YouTube remains main channel for video on demand Source: DDMM (TA 13+ N=1800) 0% 10% 20% 30% 40% 50% 60% 70% sep-13 okt-13 nov-13 dec-13 jan-14 feb-14 mrt-14 apr-14 Monthly Reach Video on Demand RTL XL KIJK SBS6 / NET5 / Veronica Uitzending gemist (NPO) Pathe (thuis & App) YouTube
- 62. RADIO
- 63. 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
- 64. 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
- 65. 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
- 66. Based on the first five months 3FM is market leader. The sales house of local radio stations (ORN) is losing market share. Radio 10 shows increasing figures Source: NLO, based on audience of 13+ (*Sales house for regional stations form the government; **Sales house for commercial regional stations), Note: % is July-Dec ‘13 vs Jan-May ‘14 0% 5% 10% 15% Market share (%) Jan-June 2013 July-Dec 2013 Jan-May 2014 -9% + 13% -6%
- 67. 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, 2013, based on 13+ Old Young
- 68. All commercial national radio stations are completely digital since 1st September 2013. Next to FM, these stations will also be aired on DAB+ (Digital Audio Broadcasting) In 2014, public broadcasting stations will also switch to DAB+ (already on DAB). DAB+ offers better, noise-free quality and extra possibilities like a pause-button. This opportunity makes radio more on-demand than before. All national stations on DAB+; awareness level is still very low Source: RAB Radioplatforms 2013, GfK Intomart, May 2013, base: internet population 13+ (N=5,001) 5% 17% 78% 0% 25% 50% 75% 100% Awareness DAB+ No idea Only by name I know exactly what it is
- 69. Listening to radio via PC and laptop is declining, whilst listening via smartphone or tablet is on the increase. Source: Trends in Digital Media, GfK Intomart, December 2012, base: online population 13+ (N=854) PC (Desktop) Laptop/netbook Smartphone Tablet 32% 27% 14% 4% 30% 29% 25% 24% 15% 16% 6% 8% TV set-top box 23% Dec 2011 Dec 2012June 2012 TV set-top boxes are a popular way of listening to the radio
- 70. Desktop and laptop getting less popular for radio usage. Mobile phone and tablets show an increasing trend as device for 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, GfK Intomart, Juni 2014, base: online population 13+ (N=1,008) * Listen sometimes
- 71. Most time spend on radio listening 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)
- 72. Streaming music Application-based (laptop & smartphone) music streaming service. 5.5 million free users 1.5 million monthly active free users Source: Spotify 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
- 73. DIGITAL
- 74. 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. Source: www.stir.nl, 25th September 2013 | http://www.vinex.nl/nieuws/eerste-meetresultaten-digitaal-bereiksonderzoek-ddmm/, 12th November 2013
- 75. 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 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 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/, 12th November 2013
- 76. 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.
- 77. The Netherlands has the 3rd highest internet penetration worldwide. Only Iceland and Norway have higher penetration levels. 95% 94% 92% 91% 90% 89% 86% 80% 77% 77% 77% 75% 74% 73% 73% 72% 70% 68% 65% 65% 62% 61% 59% 55% 54% 53% 50% 49% 45% 42% 39% 38% 36% 24% 21% 18% 9% 7% Iceland Norway Netherlands Sweden Denmark Finland NewZealand Austria SouthKorea Ireland Canada Japan UnitedStates CzechRepublic UnitedKingdom Slovenia Australia Germany Lithuania Poland Spain France Hungary Portugal Chile Greece Argentina Italy Russia Turkey Brazil China Mexico Thailand SouthAfrica Indonesia Pakistan India Internet penetration in 2012 Source: eMarketer Global Digital Atlas 2012; penetration based on total population
- 78. 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
- 79. 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, based on comScore MMX, Jan 2013, worldwide, females aged 15+
- 80. Devices used to go online and frequency of online usage at home and at work 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 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% 19% 10% 4% 1% 1% 1% 2% 1% 52% (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 I – 2013 II, base: total NL 13+ Source: NPDM 2013 I – 2013 II, base: total NL 13+
- 81. 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 In two years time, having more than four devices is more common than owning one. On average, consumers own 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
- 82. Google and Facebook are leading in terms of reach for both websites as online video # Top 10 Websites Reach (%) Reach (‘000) # Visits (‘000) Frequency 1 Google.nl 73.2 11,272 380,748 33.8 2 Facebook.com 55.8 8,593 312,039 36.3 3 Youtube.com 44.7 6,886 69,816 10.1 4 Google.com 44.3 6,825 97,430 14.3 5 Live.com 34.1 5,254 95,344 18.1 6 Marktplaats.nl 31.8 4,892 49,983 10.2 7 Bol.com 26.3 4,048 14,358 3.5 8 Wikipedia.org 26.1 4,029 14,256 3.5 9 Ing.nl 25.2 3,888 34,662 8.9 10 Rabobank.nl 24.3 3,737 17,918 4.8 Source: DDMM, April 2014, PC only, TA: 6+ 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, based on comScore VMX, Jan 2014,
- 83. Automated trading becomes dominant in impressions served in H1 2013 for Display. Revenue generated by automated trading continues to grow. Source: IAB report on Online Ad Spend, the Netherlands H1 2013 Automated Manual 2012 Revenue H1 2013 Revenue 2012 Impressions H1 2013 Impressions Display advertising share of revenue served per mechanism Display advertising share of impressions served per mechanism 71% 29% 43% 57% 54% 46% 39% 61%
- 84. Online display advertising market still plagued by high % of waste* Percentage website (in-screen vs. not in-screen) Source: MeMo2, based on MeMo2 benchmark (based on 500 million impressions) “The first media owner in the Netherlands that is only going to charge if the banner really is visible: WebAds.” Source: http://www.adformatie.nl/nieuws/bericht/webads-alleen-vertoonde-banners-afrekenen/ *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) 0% 20% 40% 60% 80% 100% Website 1 Website 2 Website 3 Website 4 Website 5 Website 6 Website 7 All % in-screen % not in-screen
- 85. Update cookie legislation. After Hasty introduction of EU legislation in june 2012, the Dutch government is probably 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
- 86. SOCIAL MEDIA
- 87. Facebook seems to have plateaued at very high level. YouTube is (stable) second network in terms of claimed usage Source: Newcom, Dutch National Social Media Survey 2014, TA: 15+ Do you use the Social Media listed below? 80% 60% 40% 20% 0% 2011 2012 20132011 2014 53% 47% Almost 9 out of 10 people use Social Media
- 88. Facebook and YouTube are most used platforms in the year 2014 Source: Newcom, Dutch National Social Media Survey 2014, TA: 15+ Social media in the Netherlands in 2012 The absolute numbers are a projection of the results based on the following data: Number of Dutch people Target population Dutch people15+ 16.779.575 0,83 Internet penetration Population 0,94 13.067.554 Main platforms: Upcoming platforms:
- 89. 6% 3% 4% 2% 4% 2% 1% 9% 9% 17% 4% 6% 6% 15% 23% 28% 33% 27% 31% 24% 40% 29% 29% 28% 33% 32% 30% 27% 23% 22% 14% 27% 21% 26% 14% 9% 9% 4% 8% 6% 11% 3% Facebook Twitter Instagram Linkedin Pinterest Google+ Tumblr Age distribution of social networking sites in NL 65+ 50-64 35-49 20-34 13-19 6-12 Instagram and Tumblr are youngest networks Source: DDMM, April 2014, 6+ (*online website visit, no mobile and tablet) * Low base 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 Social Media Survey 2014, TA: 15+
- 90. Social Media 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 3 million Source: Newcom, Dutch National Social Media 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
- 91. Within the social media landscape alternative platforms are emerging, focusing on people’s tastes and interests Smarts Tastes/InterestsEgo Source: SMG proprietary qualitative research, Youth Human Experience Centre – Curated Market Places, January 2013
- 92. MOBILE
- 93. 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
- 94. 50+ 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 18-34Age 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)
- 95. 0 1 2 3 4 5 Averagetimespendinminutes Smartphone and tablet usage during the day 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)
- 96. Smartphones are used while multi-tasking with other media Source: “Our Mobile Planet”, Google/Ipsos, May 2013, N=1000 Listening to music Watching TV Use internet Reading mags/newsPlaying games Watching movies Reading books Use their smartphone during…
- 97. Main activities are call, 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% Mobile activities 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)
- 98. Main activities 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% Tablet activities 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)
- 99. 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
- 100. Mobile and In-app is showing high growth this year. Website/browser Display advertising revenue per medium Breakdown Mobile website and In-app H1 2013 Mobile website & In-app E-mail 4,6% 6,6% 88,8% 2011 2012 H1 2013 In-app Mobile website 1,4% 1,2% 1,6% 1,6% 2,7% 3,9% Source: IAB report on Online Ad Spend, the Netherlands H1 2013
- 101. Top 10 online activities done last month on PC/laptop, tablet and mobile 43% 44% 44% 49% 53% 58% 60% 61% 62% 77% Checked info on music/leisure Uploaded photos Checked weather Managed social network profile Search for product/service to buy Purchased a product Used Webmail Reviewed product/ brand Watched video clip Internet banking % of PC/laptop users PC/laptop 36% 37% 37% 40% 40% 40% 43% 47% 48% 52% Checked info on music/leisure Purchased a product Used social networking service Checked weather Played online game Search for product/service to buy Reviewed product or brand Watched video clip Used internet banking Used Webmail % of tablet users Tablet 36% 37% 38% 38% 44% 45% 47% 52% 60% 63% Checked info on music/leisure Reviewed product/brand Search for product/service to buy Checked weather Used social networking service Uploaded photos Managed social network profile Watched video clip Used internet banking Used Webmail % of mobile users Mobile Source: Global Web Index, Wave 12 (Q4 2013), Base: internet users 16+
- 102. Apps are main platforms for mobile usage, especially for smartphones Source: DDMM, average monthly reach Q1 2014, TA:13+ 15% 17% 18% 18% 19% 19% 28% 32% Youtube (app) Gmail (app) Facebook.com Google Search (app) Google Maps (app) Google.nl Facebook (app) Whatsapp (app) Overall top smartphone titles Phone reach % 11% 11% 12% 12% 14% 17% 20% 22% Nu.nl Youtube.com Candy Crush Saga (app) Google Search (app) Youtube (app) Facebook.com Google.nl Facebook (app) Overall top tablet titles Tablet reach %
- 103. Research that starts on smartphones often leads to purchases across channels Source: “Our Mobile Planet”, Google/Ipsos, May 2013, N=1000 18% of smartphone users have purchased a product or service on their smartphone 57% of these smartphone shoppers have made a purchase in the past month 26% 17%
- 104. Mobile is often used after seeing an ad in another medium (especially TV and shops). Mobile advertising is mainly notices in an app or on a website 9% 15% 22% 23% 35% 48% While on a video website While on a retailer website While watching a video While using a search engine While on a website While in an app Where mobile ads are noticed Source: “Our Mobile Planet”, Google/Ipsos, May 2013, Base: Private smartphone users who use the internet and who at least rarely notice advertising (N=821) Mobile search have performed a mobile search after seeing an ad
- 105. PRINT
- 106. NEWSPAPERS
- 107. 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/onderzoek/nom-print-monitor/, 25th September 2013
- 108. 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 not include a newspaper’s regular website or mobile site (Digital only replica and Digital only non-replica)
- 109. Title Total circulation 2012 Total circulation 2013 % change total circulation YoY Total circulation 2014 Q1 De Telegraaf 582,582 533,227 -8% 502,751 AD 420,977 411,772 -2% 385,421 De Volkskrant 260,708 255,097 -2% 265,829 NRC Handelsblad 199,359 189,979 -5% 176,732 Trouw 104,155 102,768 -1% 104,242 NRC.Next 79,387 62,965 -21% 49,906 Het Financieele Dagblad 54,678 53,861 -1% 50,782 Reformatorisch Dagblad 50,248 48,361 -4% 46,463 Nederlands Dagblad 26,039 23,761 -9% 22,506 1,780,145 1,681,791 -5% 1,604,632 Source: HOI, audited circulation figures. Based on print only (all paid-for and free-of-charge circulation). All newspapers have dropped in circulation. Despite a 8% drop in circulation, De Telegraaf remains the biggest newspaper
- 110. 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 Sp!ts Telegraaf Media Nederland / Landelijke Media B.V. Telegraaf Media Nederland National distribution With De Pers having gone out of business, only 2 free sheets are left: both of which are now owned by Telegraaf Media = Young adults, positive, provocative = Overview of news developments, more serious news Telegraaf Media is aiming to create two more distinct product propositions, i.e.
- 111. 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. In June, Blendle has more 60.000 subscriptions. 20% of the subscribers actually pay for articles. More than half of the subscribers is under 35 years old. NRC Handelsblad considers Blendle as “the iTunes for journalism”. NEW MEDIA DEVELOPMENT: PAY-PER-ARTICLE
- 112. MAGAZINES
- 113. Source: Retriever, July 2014 & HOI Q1 2014 (audited circulation figures) Fact Sheet Consumer Mags Circa 1,380 consumer magazine titles registered by Retriever, only 214 have audited circulation figures by HOI Based on the 214 audited titles Total circulation (incl. free circulation) = 24.0 million Paid circulation = 14.7 million 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
- 114. 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.
- 115. Top 10 magazine titles in terms of circulation Publication type Total circulation 2012 Total circulation 2013 % change total circulation YoY Total circulation 2014 Q1 Kampioen Family/celebrity 3,540,991 3,529,929 0% 3.507.294 Allerhande* Sponsored mags 2,276,028 2,276,768 0% 2.294.035 Boodschappen* Sponsored mags 1,955,874 1,963,050 0% 1.966.680 SPOOR Sponsored mags 1,306,852 1,302,667 0% - Eigen Huis magazine Home deco/gardening/DIY 694,817 706,008 2% 706,408 Vrouw Women's 683,466 626,594 -8% 605,448 Veronica Magazine TV listings 707,510 592,725 -16% 493,334 Zorgbelang Special interest 508,935 509,810 0% 511,599 Film1 Sport1 Gids TV listings 465,022 454,524 -2% - Libelle Women’s 405,558 377,441 -7% 354,069 Total (across all titles) 29,846,651 25,260,696 -15% 24,001,851 Source: HOI, audited circulation figures. Based on all paid-for and free-of-charge circulation. Sponsored magazines have the highest circulations
- 116. 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 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 5,392 38.3 Allerhande Sponsored 4,181 29.7 Libelle Women’s 2,002 14.2 Veronica TV listings 1,829 13.0 Donald Duck 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
- 117. - 10.000 20.000 30.000 40.000 50.000 60.000 GrossmediaspendX1000 2011 2012 2013 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 index for consumer magazine titles Source: Nielsen, 2011 -2013
- 118. Sanoma Media Nederland In October 2013, Publisher Sanoma announced a large reorganization. - Sanoma will focus on 17 titles: o Libelle, Margriet, Flair, Viva, LINDA, Flow, Story o Donald, Tina, Zo Zit Dat, Fashionista o Ouders van Nu, Kèk Mama o VT Wonen, Ariadne at Home, Eigen Huis & Interieur o AutoWeek - In June 2014, Sanoma announced it has sold 19 titles to New Skool Media. 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, Procycling en Zeilen - The clusters Men and Glossies still need to be sold or combined. - Sanoma has ended publication of magazines FAB and Nusport, both titles are now digitally exploited Source: Persbericht – Sanoma Media Netherlands bereikt overeenstemming over verkoop 19 titels, 06th June 2014
- 119. 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 for grandparents/active 50+, appears 6 times a year (controlled circulation of WIJ database) Circulation: 50.000 | 1/1 page FC 4.950 Introductions
- 120. Other developments and shifts From 2014 exploited by ZPRESS Young (also responsible for a.o. Hitkrant, MEIDENmagazine), coming from Audax Media From January 2014, exploted by Weekbladpers (publisher of a.o. Vrij Nederland, Yoga Magazine), coming from Audax Media From 9 January 2014, published and exploited by Veen Media (publisher of a.o. Filosofie Magazine, New Scientist), coming from Weekbladpers Magazine disappeared, bi-weekly digital app introduced instead
- 121. OUT OF HOME
- 122. 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
- 123. 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.
- 124. Fact Sheet Outdoor Abri’s (6-sheets), billboards (48s and 96s) and Masts are the most widely used formats. Street abri’s (6-sheets) and billboards are in the hands of 4 major players. Tourism, Food & Drink, Retail and Telecom are 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)
- 125. 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 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
- 126. Outdoor market dominated by 2 big players, JCDecaux and CBS. Overall media spend for OOH increased in 2012. Interestingly, it was mainly the smaller players who benefited. Source: Nielsen, 2011 - 2013 0% 10% 20% 30% 40% Share of gross media spend OOH 2011 2012 2013 Total Spend 2011: € 415,235,318 Total Spend 2012: € 468,007,528 Total Spend 2013: € 477,697,912 Others
- 127. Public transport shows highest reach potential (Triple & OV media). CBS and JC Decaux have highest reach among younger people (13-34) Source: CAFAS, October based on September 2013, database version 1.20.745 Reach is based on all packages per vendor available in CAFAS. JC Decaux is split up in shelters and billboards due to the number of packages. 0% 20% 40% 60% 80% 100% 13-29 20-34 35-49 50-64 65-75 OOH reach per vendor per age Triple Media CBS JC Decaux - abri's OV Media JC Decaux - billboards Centercom MMD
- 128. 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/
- 129. - 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 Seasonality for OOH: Summer and Christmas season are main periods for OOH advertising. Source: Nielsen, 2011 - 2013
- 130. 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 Layar or QR codes consumers can directly buy products from stickers on a store or ad shell
- 131. New digital sites Blow UP: The WOW, opposite to Rotterdam CS ExterionMedia: digital LED screen on Alexandrium and Westblaak/Karel Doormanstraat, Rotterdam Ngage: RailTV, digital screens (32 in total) on Eindhoven CS, Rotterdam CS, Den Bosch, Leiden CS, Amsterdam Zuid WTC
- 132. CINEMA
- 133. 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 Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners), press release January 2014 | NOM Print & Doelgroep Monitor 2013 I – 2013 II, N= 21,007
- 134. 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 #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 2012. *annual report 2013 not available yet
- 135. Seasonality in media spend does not show same pattern as number of visitors through the year. Source: Average seasonality cinema visits Jean Mineur Network 2007-2011, Gross media spend: Nielsen - 20 40 60 80 100 120 140 0 500 1.000 1.500 2.000 2.500 Jan Feb March Apr May June July Aug Sep Oct Nov Dec Visitorsindex Grossmediaspendx1000 Gross media spend 2013 Average vistors index 2007-2011
- 136. Adventure, family and Dutch films are most popular in 2013 The Hobbit: The Desolation of Smaug (3D) was the most profitable movie in 2013 with a return of 8,1 million Euro (777.553 visitors) Despicable Me 2 was the most popular movie, 914.893 visitors have seen this film (OV and Dutch) on screen Verliefd op Ibiza was the most popular Dutch movie; 714.853 visitors Market share of Dutch movies increased to 20,5% (2012: 14,18 %) Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association), Press release January 2014
- 137. REACH CINEMA PER WEEK Target audience Reach per week (x 1,000) % 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 Level of 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 & Doelgroep Monitor 2013 I – 2013 II, base: total NL 13+ (N=21,007)
- 138. SANDERGEERLING Insights Executive sander.geerling@starcom.nl MAAIKEDEVRIES 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!