Dutch Media Landscape 2015 Q1 Summary

1
The Netherlands
Media Landscape
2015 Q1
STARCOM

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
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
THE NETHERLANDS
GENERAL STATS & FIGURES

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
-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
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)

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
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

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
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
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

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
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
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

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
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
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

22
Telecom, retail
and travel
dominate,
claiming the top
3 positions
No. Brand Category Gross spend in € Q1 2015
3 Corendon Travel 16.506.899
5 Kruidvat Retail 14.843.241
8 Albert Heijn Retail 12.233.611
9 ZIGGO Telecom 11.935.604
10 Nationale Postcode Loterij Lottery 11.768.790

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

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

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
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
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
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.)

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
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

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

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+

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
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
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
Subscription (include phone)
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
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.
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
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
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
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

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*

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
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
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
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
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

48
Main tablet activities are focused on entertainment
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
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
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

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
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
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
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
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
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
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
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
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
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
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
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
No. Brand Category Gross spend in € Q1
2015
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
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
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
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
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
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
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
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
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
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
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

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
Live TV
MultiTask activity

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
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
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
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
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
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

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
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
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
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
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
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
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
When looking
at individual
brand level in
Radio
advertising,
Ziggo comes
out on top
followed by
UPC and
Renault
1 Ziggo Telecom 6.823.100
3 Renault Automotive 3.235.289
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.

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
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
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
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%

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
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
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
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
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
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
-
20
40
60
80
100
120
140
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
When looking
at individual
brand level,
Kras comes out
on top followed
by NRC and
Corendon.
2 NRC Media 9.199.658
4 RVG Media 7.700.444
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

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.
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
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
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
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
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
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.

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
-
10.000
20.000
30.000
40.000
50.000
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
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.
*Sanoma brand consists of all media of Sanoma. Most ads are for their own magazines.

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.

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%
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
Digital use of magazines
Source: NPDM releases: 2013 II – 2014 I, base: total NL 13+

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

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
Facebook and YouTube are most used platforms in the year 2014
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
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
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
Social Media users in the Netherlands: All layers of society use Social
Media, but privacy concerns are still an issue
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
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
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

124
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
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
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
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%
Uploaded photos online
Purchased a product online
Used Webmail
Top 10 - PC / Laptop
9%
9%
10%
10%
10%
11%
12%
12%
12%
13%
Purchased a product online
Played an online game
Used Webmail
Top 10 - Tablet
Source: GlobalWebIndex, 2015.Q1, Base Internet Users NL16+ (N= 761), Have done in the past month

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
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
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
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

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
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.
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
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
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.
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
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
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
-
10.000
20.000
30.000
40.000
50.000
2011 2012 2013 2014 2015
No clear seasonality influences for OOH.
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
Looking at an
individual brand
level
McDonalds
dominate the
market of OOH
spend.
1 McDonalds Fastfood 3.877.722
2 Belsimpel.nl Telecom 3.087.848
4 T-Mobile Telecom 2.139.144
6 Seats & Sofas Retail 2.023.454
8 Schiphol Travel 1.704.380
9 Unox Food 1.591.774
10 Ziggo Telecom 1.535.698
Overall, Telecom dominates, having 5 brands in the top 10.

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
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
New digital sites
Source: Vivaki Exchange new in 2014
Amsterdam
Rembrandtplein
Ziggo Dome
Digitale mast
The Wow
Strijkijzer Den Haag
Schiphol
Astrovision

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
Street shelter (6-sheet)
Mast
Billboard (48-sheet 96-sheet)

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

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
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
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
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.

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
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
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
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
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
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
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
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
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

Dutch Media Landscape 2015 Q1 Summary

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