Dutch media landscape 2015 Q4 update by Starcom

1. 1 Dutch media landscape Starcom NL Q4 2015 UPDATE

2. 2 Our Starcom Media Philosophy 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. To create the right experience, understanding people is key. We need to understand our clients’ target audiences throughout the whole marketing funnel. Within this funnel, consumer media behavior plays a very important role. That’s why we no longer divide the media landscape based on media types, but on how people experience media. As such, we differentiate between five key Media Consumption Patterns (MCPs): Watching, Listening, Reading, Communicating and On the Go. Based on these MCPs we will guide you through the Dutch media landscape. We hope you enjoy it!

3. 3 The Netherlands – General stats & figures Content Watching Listening On the go Reading Communicating Social media Surfing online Overall media and consumer stats & figures (trends, media spend, time spend, device ownership & usage, digital stats) Appendix

4. 4 The Netherlands General stats & figures

5. 5 Dutch population is still growing and getting older. The number of households has grown with 8% since 2005, mostly due to the increasing number of single person households (+17%). After years of recession, disposable HH income has again increased in 2013 and 2014. 2.449 2.868 4.642 4.797 2,27 2,18 1,0 1,3 1,6 1,9 2,2 2,5 0 2.000 4.000 6.000 8.000 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Averageno.peopleinHH #HH(in‘000s) Household (HH) size Single person household Multiple person household Average no. of people in HH Source: CBS, Statline, 2015. 16.306 16.900 16.000 16.100 16.200 16.300 16.400 16.500 16.600 16.700 16.800 16.900 17.000 Duizenden Population (in ‘000) 28,3 29,0 29,4 30,6 32,6 33,1 33,3 33,2 33,1 33,2 33,6 34,2 25 30 35 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014€(in‘000s) Annual disposable HH income 39,0 41.3 37 38 39 40 41 42 Average age

6. 6 -50 -40 -30 -20 -10 0 10 20 2008Jan 2008Apr 2008Jul 2008Oct 2009Jan 2009Apr 2009Jul 2009Oct 2010Jan 2010Apr 2010Jul 2010Oct 2011Jan 2011Apr 2011Jul 2011Oct 2012Jan 2012Apr 2012Jul 2012Oct 2013Jan 2013Apr 2013Jul 2013Oct 2014Jan 2014Apr 2014Jul 2014Oct 2015Jan 2015Apr 2015Jul 2015Okt Difference%positivevsnegativeanswers Dutch consumer confidence In the 2015 consumer confidence showed a positive level for the first time since 2007. Dutch consumer confidence is above global average, within Europe the Netherlands is the fifth most confident country. Source: CBS, Statline, 2015 Source: Nielsen Consumer Confidence, Q4 2015 Consumer confidence worldwide – Q4 2015

7. 7 Signs of economic recovery are evident. In 2014, unemployment has decreased for the first time since 2011. This and similar positive trends seem to be persisting in the next years. Key Economic Indicators NL 2011 2012 2013 2014 2015 2016** 2017** Inflation 2.3% 2.5% 2.6% 0.3% 0.2% 0.3% 1.0% Economic growth 1.2% -1.7% -0.5% 1.0% 1.9% 1.8% 2,0% Purchasing power* -1.0% -1.9% -1.3% 1.4% 1.0% 2.3% 0.2% Unemployed (in ‘000s) 389 469 647 660 614 580 570 Unemployment % 5.4% 5.3% 7.3% 7.4% 6.9% 6.5% 6.3% Source: CPB, Kerngegevenstabel 2012- 2015 and 2014-2017, March 2016 (* median for all households; ** estimated figures)

8. 8 Overall media and consumer stats & figures

9. 9 SoLoMo is now Social Social media connects people worldwide with events, activities and each other Local Increasing ability for brands and organizations to respond to people’s whereabouts and out-of- home activities Mobile Mobile technology makes it possible to reach people anywhere, anytime

10. 10 Dutch brands show strong commitment amongst the Dutch consumer Source: EURIB Top 100 Indispensable Brands of 2015 (EURIB Top-100 Onmisbare Merken van 2015), n=1,211

11. 11 Trends

12. 12 10 trends for consumers in 2015 Instant Skills Status-hungry prosumers will love services that allow professional quality output instantly Fast-Laning Time starved costumers expect accelerated physical service options, especially from brands they are loyal to Fair Splitting Mobile paying grows but to go further brands need to add new ways to share and split cost and add extra value in the process of paying Internet of Shared Things The Internet of Things and the Sharing Economy collide to allow a whole new world of asset sharing Branded Government Progressive brands will initiate, undertake or support meaningful civic transformation 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 Source: Trendwatching for 2015; Trendwatching.com

13. 13 5 tech trends to watch in 2015 3D Printing evolving and costs dropping An ecosystem developing around Virtual Reality Sensors digitizing you and the world around you Haptics allow you to touch the digital world Drones and telepresence making the world even smaller Source: SMG CES 2015 Trends

14. 14 5 digital trends to watch in 2015 Marketers who are responsive will succeed in 2015 Mobile search will surpass desktop Cross-device targeting at scale Programmatic will go beyond digital display The internet of things will become a thing Source: eMarketer Key Digital Trends for 2015, Dec 2014

15. 15 Overall digital forecast More than 38% of advertising spend will be Digital in 2018 Programmatic will make up more than 50% of all digital display advertising in 2015 Share of consumer E-books will show an increase from 3.4% of consumer book spend in 2013 to 15% in 2018 More than 48% of Entertainment & Media spend will be Digital in 2018 Source: PWC Entertainment & Media Outlook forecast 2014-2018 | eMarketer Key Digital Trends for 2015, Dec 2014

16. 16 Media spend

17. 17 Competitive reporting in the Netherlands 0 1.000 2.000 3.000 4.000 Cinema Newspapers Online Out Of Home Magazines Radio TV €millions Gross Net Media spend 2014 Most competitive reporting is based on gross media spend. Bear in mind that most advertisers profit from (heavy) discounting, especially on TV, so the difference to net spend can be quite significant. In the gross spend reporting Online spend is not fully reported. For example, search, social media advertising and prerolls are excluded. All TV spend prior to 2015 is limited to TV spot advertising. Since 2015, spend on TV non-spot activities, i.e. TV sponsorship idents, is also reported. Source: Gross spend: Nielsen, 2014 | Net spend: Nielsen Jaarrapport Netto Media Bestedingen 2014 (spend collected by interviewing Dutch marketers) Media: TV, OOH, Radio, Online, Cinema, Magazines, Trade magazines, Newspapers, Door Drops, Direct Mail

18. 18 Despite the economic recovery, media spend in 2015 is 2% less when compared to 2014, driven by less (registered) spend behind online display and direct mail. 0 1.000 2.000 3.000 4.000 5.000 6.000 7.000 8.000 €millions Gross media spend -2% YoY-3% YoY +0% YoY +2% YoY+3% YoY Source: Nielsen, 2010 – 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

19. 19 TV, radio and cinema all had a larger spend in 2015 than in 2014. Cinema shows the biggest growth from 2014 to 2015. Direct mail and consumer magazines are showing a decreasing trend. 0 1.000 2.000 3.000 4.000 Cinema Newspapers Direct Mail Internet (Online Display) Door Drops Out Of Home Consumer Magazines Radio TV Trade Press €millions Gross media spend per medium type across time 2011 2012 2013 2014 2015 Source: Nielsen, 2011-2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

20. 20 TV still claims the largest share of gross media spend overall. Increase in share of spend for TV, radio, newspapers and Cinema in 2015. 15% 17% 16% 16% 16% 9% 6% 7% 6% 4% 6% 7% 6% 3% 2% 2% 2% 2% 2% 2% 6% 6% 7% 7% 7% 7% 6% 6% 5% 5% 8% 9% 9% 10% 11% 46% 45% 46% 51% 53% 1% 1% 1% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2011 2012 2013 2014 2015 Media mix Trade Press TV Radio Consumer Magazines Out Of Home Door Drops Internet (Online Display) Direct Mail Newspapers Cinema Source: Nielsen, 2011-2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

21. 21 Total net spend increased by 1.9% in 2014 (vs 2013). Internet has a bigger share than audio-visual media and the difference is getting bigger. 26% 28% 24% 3% 4% 15% Audiovisual media Internet Print media Out of home Direct marketing Sponsoring Source: Nielsen Jaarrapport Netto Media Bestedingen 2014 26% 30% 21% 4% 5% 15% 2013 € 4,543,000,000 2014 € 4,627,000,000

22. 22 The online display advertising spend through programmatic channels increased by 47% in H1 2015, totalling €83m in revenues. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 0 10 20 30 40 50 60 70 80 90 100 2013-H1 2013-H2 2014-H1 2014-H2 2015-H1 Y/YRevenuegrowth(%) Displayadvertisingthroughprogrammatic channels(m€) Trends of programmatic spend Display advertising through programmatic channels (m€) Y/Y revenue growth (%) Real Time Bidding (RTB) is an online auction for advertising space. Programmatic Trading (PT) makes it possible to better monitor where, when and to whom your ads are digitally served. Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands H1 2015, October 2015

23. 23 9% 13% 11% 15% 13% 18% 18% 16% 17% 16% 15% 18% 14% 16% 12% 57% 52% 58% 52% 59% 2013-H1 2013-H2 2014-H1 2014-H2 2015-H1 Allocation of display revenue per format Video Text links/Other Interruptive Embedded (e.g. banners) Despite the increasing possibilities for mobile advertising regular banners still have a big share within the digital formats. The revenue of interruptive formats decreased due to the shift to programmatic. Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands H1 2015, October 2015

24. 24 Growth in net media spend is predicted mainly due to a steady rise in online spend 4.184 3.867 3.649 3.720 3.796 3.875 3.949 3.200 3.400 3.600 3.800 4.000 4.200 4.400 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 - 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 Source: ZOG Adspend Forecast Netherlands – March 2015 (1980-2017)

25. 25 According to the IAB, Dutch online advertising increased by 7% in H1 2015 compared to H1 2014, with a total of €744 million in H1 2015 41% 17% 42% Display Classifieds Search Total online ad spend 59% 18% 13% 12% Embedded Other & text links Video Interruptive Online display spend Source: Deloitte & IAB. Nederland, IAB Report on Online Advertising Spend, The Netherlands H1 2015, October 2015 H1 2015 €744m H1 2015 €308m

26. 26 Top 10 advertisers in Q4 are mainly dominated by retail No. Advertiser Category Gross spend Q4 2015 1 Jumbo Retail € 28,438,380 2 Vodafone Telecom € 27,595,630 3 Lidl Retail € 25,508,910 4 Heineken FMCG € 23,608,297 5 Kruidvat Retail € 22,484,813 6 Albert Heijn Retail € 22,194,815 7 Renault Nissan Automotive € 20,675,955 8 Nationale Postcode Loterij Lottery € 19,706,755 9 KPN Telecom € 17,078,240 10 Google Tech € 15,847,490 Source: Nielsen, Q4 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

27. 27 Retail chain Jumbo claims first position in top 10 brands of Q4, the top four consists exclusively of retail brands No. Brand Category Gross spend Q4 2015 1 Jumbo Retail € 28,438,380 2 Lidl Retail € 25,508,910 3 Albert Heijn Retail € 22,194,815 4 Kruidvat Retail € 20,866,503 5 Nationale Postcode Loterij Lottery € 19,706,755 6 KPN Telecom € 16,629,045 7 Vodafone Telecom € 16,463,452 8 Renault Automotive € 16,408,030 9 Google Tech € 15,847,490 10 Rabobank Finance € 14,171,962 Source: Nielsen, Q4 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

28. 28 In 2015, total sponsor spend of the top 100 sponsors decreased slightly with 3% compared to 2014 Total spend top 100 sponsors 2014 2015 Index Total sponsor spend €292,495,000 €283,775,000 97 Average sponsor spend (per brand) €2,924,950 €2,837,750 97 - 100 200 300 400 500 600 Sports Art & Culture Lifestyle Society Media (non-spot) €millions Sponsor spend by type of sponsorship 2010 2011 2012 2013 2014 2015 Source: SponsorMonitor 2016 (Spend is an estimate based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded.)

29. 29 56% 14% 2% 10% 18% Sponsor contracts Sports Art & Culture Lifestyle Society Media (non-spot) In 2015, 325 new (and renewed) sponsorship contracts were signed. This is a decrease of 30 contracts compared to 2014. The total value of all contracts in 2015 was €154,000,000, averaging €474,000 per contract*. Both the total and the average are halved compared with 2014 (total: €326,990,000; average: €921,098 ). The decrease is partly caused by lower expenses for sport sponsorship. (Another reason of the high total in 2014 is the contract extension of Nike with the KNVB (Royal Dutch Football Association) and the contract of Ziggo with Ajax) Source: SponsorMonitor 2016 (Spend is an estimate based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded). *Note: The value of contracts signed differs from the annual sponsorship spend shown on other slides. This is due to contracts covering longer periods than just one calendar year.

30. 30 Trends and developments – sponsoring According to a recent study by market research agency MeMo2, Dutch companies are very interested in sponsoring football clubs. This is because the Eredivisie, one of the major Dutch football leagues, is growing in popularity. The study shows that the new shirt sponsors of football clubs Feyenoord (Opel) and Ajax (Ziggo) were able to achieve high levels of sponsor awareness and appreciation within a short period of time. The same study also showed that Philips has the highest appreciation as a sponsor of the Eredivisie. This is remarkable because Philips announced in April this year that after 34 years they will stop as the shirt sponsor of PSV in 2016. Source: http://www.marketingtribune.nl/sponsoring/nieuws/2015/08/eredivisie-blijft-groeien-in-populariteit/index.xml http://www.adformatie.nl/nieuws/philips-meest-gewaardeerde-sponsor-eredivisie

31. 31 Ziggo is entering the top 10 sponsors and shows the biggest increase compared with 2014. This can be explained by the brand’s new sponsorship with Ajax. No. Brand Gross sponsor spend 2014 Gross sponsor spend 2015 1 Rabobank € 35,000,000 € 34,000,000 2 Adidas € 13,500,000 € 14,000,000 3 ING € 13,200,000 € 13,450,000 4 ABN AMRO € 10,600,000 € 13,000,000 5 KPN € 13,000,000 € 12,700,000 6 Heineken € 9,800,000 € 11,200,000 7 Nike € 15,500,000 € 11,000,000 8 Ziggo € 1,600,000 € 9,800,000 9 Philips € 10,100,000 € 9,600,000 10 VriendenLoterij € 8,250,000 € 8,500,000 Source: SponsorMonitor 2015 (Spend is an estimate based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded)

32. 32 Time spend

33. 33 Dutch people spend more than 3 hours per day on media* 2:29 0:14 1:01 2:01 4:10 2:26 3:08 8:28 2:25 0:12 0:52 2:07 0:57 4:18 3:36 9:29 0:00 1:12 2:24 3:36 4:48 6:00 7:12 8:24 9:36 10:48 12:00 Eating and personal care Other On the go Housework, groceries, shopping Work, study, school Leisure time Media* Sleeping Hours per day Main activities – average time spent per day Weekend Weekdays Source: Media:tijd 2015, base: all adults 13+ (N=2,953) *media consumption not combined with any other activity

34. 34 Watching and listening (online or offline) are most time consuming media activities. Average time spend listening has decreased in 2015, while time spend watching has slightly increased. Listening (online or offline) Watching (online or offline) Reading (paper or electronic) Communicating (through media) Gaming (electronic) Internet other Media other Media activities – average time spent per day 2014 2015 Source: Media:tijd 2014, base: all adults 13+ (N=2,989) and Media:tijd 2015, base: all adults 13+ (N=2,953) 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 Communicating: 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 of software

35. 35 Media consumption is high throughout the day but shows strongest peak in the evening; listening in daytime, watching in the evening 0:00:00 0:07:12 0:14:24 0:21:36 0:28:48 0:36:00 Hours Media activities on an average day Listening (online or offline) Watching (online or offline) Reading (paper or electronic) Communicating (through media) Gaming (electronic) Internet other Media other Source: Media:tijd 2015, base: All adults 13+ (N=2,818)

36. 36 0% 25% 50% 75% 100% 2010 2011 2012 2013 2014 2015 Honderden TV No answer TV heavy (24+ hours per week) TV mid (14-24 hours per week) TV light (0-14 hours per week) No TV 0% 25% 50% 75% 100% 2010 2011 2012 2013 2014 2015 Honderden Radio No answer No answer Radio heavy (20+ hours per week) Radio mid (5-20 hours per week) Radio light (0-5 hours per week) Time spent online is increasing over the years, with TV and Radio remaining steady Source: NPDM releases: 2010 I – 2010 II to 2014 II – 2015 I, base: All adults 13+ 0% 25% 50% 75% 100% 2010 2011 2012 2013 2014 2015 Honderden 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

37. 37 Device ownership & usage

38. 38 Smartphone penetration remains stable at 80% in 2015 39% 45% 48% 58% 65% 67% 70% 76% 80% 80% 0% 20% 40% 60% 80% 100% Historical development of smartphone penetration in NL 10.6 million Smartphone users in 2015 Source: “Trends in Digital Media”, GfK Intomart, Dec 2015, base: online population 13+ (N=1,150); Global Mobile Landscape 2015, eMarketer. 13.9 million Smartphone users in 2019

39. 39 For all devices ownership is staying stable or decreasing during the second half of 2015, only the smart TV is showing an increase. Overall, the couch is the favourite location for using portable devices. 78% 80% 58% 65% 28% 34% 23% 0% 20% 40% 60% 80% 100% Device ownership jun-13 dec-13 jun-14 dec-14 jun-15 dec-15 0% 20% 40% 60% 80% 100% Location of usage Laptop/netbook Smartphone Tablet E-reader Smart TV Source: “Trends in Digital Media”, GfK Intomart, Dec 2015, base: online population 13+ (N=1,150) | * Game consoles measured since June 2014 ** Smart TV measured since Dec 2014

40. 40 All age groups are becoming more mobile. Across all groups an increased tablet penetration is clearly noticeable over the years. There are however no big changes from June 2015 on. 0% 25% 50% 75% 100% Men Women Age 13-17 Age 18-34Age 35-49 Age 50-64 Age 65+ % using a tablet 0% 25% 50% 75% 100% Men Women Age 13-34 Age 35-49 Age 50-64 Age 65+ % using a smartphone dec-12 jun-13 dec-13 jun-14 dec-14 jun-15 dec-15 Source: “Trends in Digital Media”, GfK Intomart, Dec 2015, base: online population 13+ (N=1,150)

41. 41 0:00:00 0:01:26 0:02:53 0:04:19 0:05:46 0:07:12 0:08:38 0:10:05 0:11:31 Hours Smartphone and tablet usage during the day Smartphone 2015 Smartphone 2014 Tablet 2015 Tablet and mobile usage show biggest gap during daytime (with a peek around lunchtime) as tablet is mainly used at home. Source: Media:tijd 2014, base: all adults 13+ (N=2,989) and Media:tijd 2015, base: all adults 13+ (N=2,953)

42. 42 Watching TV still most popular via traditional TV set. However, popularity for laptop, tablet and mobile is growing. Internet use via mobile has surpassed PC/desktop and is now at the same level as laptop. 68,2% 24,0% 27,4% 15,6% 9,1% 53,7% 12,9% 27,4% 15,6% 8,7% 68,1% 12,9% 23,9% 11,9% 14,1% 54,2% 23,5% 21,7% 12,2% 6,8% 93,2% 21,1% 4,8% 1,2% 2,6% 10,9% 2,5% 77,2% 78,3% Medium type per device Laptop PC/desktop Mobile phone Tablet Traditional TV set* Media player* Game console* Paper* Source: Media Standard Survey 2015 (N=5,100), Base: All adults 13+, (* device isn’t asked for each medium type)

43. 43 Digital stats

44. 44 Percentage of Dutch population using social networks, mobile internet and tablets still growing strongly 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Media penetration in the Netherlands, 2011 - 2014 2011 2012 2013 2014 Source: The global media intelligence report (September 2015) – eMarketer & SMG

45. 45 The Netherlands has the 6th highest internet penetration worldwide. Mainly rich and/or relatively small countries in top 30. 70% 80% 90% 100% Internet access by country (top 30) in 2015 Source: http://www.internetlivestats.com/internet-users-by-country/, penetration based on total population

46. 46 95% of Dutch households have internet access at home. Internet access ‘on the go’ has increased substantially. 90% 44% 5% 8% 92% 45% 4% 7% 93% 45% 4% 6% 94% 46% 6% 5% 95% 48% 55% 5% At home At work Diverse (on the go, at friends/family, school/university etc) Elsewhere Internet access by location 2011 2012 2013 2014 2015 Source: Media Standard Survey 2011/2012/2013/2014/2015 (N= 5,100), base: All adults 13+

47. 47 Google and Facebook are leading in terms of reach across all platforms. Retail brand Bol.com shows the biggest growth. No. Top 10 brands Average monthly reach* Compared to Q3 1 Google (excl YT) 83% 2 Facebook 78% 3 Google Search 73% 4 YouTube 68% 5 WhatsApp Messenger 54% 6 Bol.com 53% 7 Google Maps 52% 8 Marktplaats 52% 9 Nu.nl 50% 10 Facebook Messenger 44% Source: GfK DAM, base: 13+, average monthly reach Q4 2015 (all platforms)

48. 48 For smartphone apps, WhatsApp Messenger is the most successful in terms of reach. Companies Facebook and Google have high total reach for both smartphone and tablet. 17% 17% 22% 28% 30% 30% 32% 42% 41% 53% Rabobank NU.nl Gmail Google Maps Google Search YouTube Facebook Messenger Google (excl YT) Facebook WhatsApp Messenger Overall top smartphone apps Phone reach % 10% 10% 11% 13% 13% 19% 20% 27% 28% 33% ING NU.nl Wordfeud Gmail Google Maps Google Search Facebook Messenger Google (excl YT) YouTube Facebook Overall top tablet apps Tablet reach % Source: GfK DAM, base: 13+, average monthly reach Q4 2015

49. 49 Main mobile phone activities are focused on communication in every possible way (email, chat, text message and social media). For the first time, using the Internet is just as popular as to call. 81% 76% 28% 11% 19% 42% 46% 13% 69%5%47% 67% 22% 80% 68% 27% 72% Mobile activities Internet E-mail Video TV Radio Navigation Games As e-ticket Camera Books Online banking Social media Online shopping Call Text messages Music Chat Source: “Trends in Digital Media”, GfK Intomart, Dec 2015, base: online population 13+ (N=1,151)

50. 50 Main tablet activities are focused on surfing the web, e-mail, social media and games 36% 30% 3% 60% 14% 35% 38% 9% 14% 87% 58% 70% 16% 36% 3% 18% 4% Tablet activities Video TV Text messages Social media Radio Online shopping Online banking Navigation Music Internet Games E-mail Chat Camera Call Books As e-ticket Source: “Trends in Digital Media”, GfK Intomart, Dec 2015, base: online population 13+ (N=1,151)

51. 51 The smartphone has the highest share of all communication. Communication share of the smartphone decreases with age, while share of the home phone shows an increase across age groups. 7% 7% 19% 19% 48% 1% Share of all communication per device Landline/home phone Tablet Laptop PC Smartphone Other 0% 20% 40% 60% Total 13+ Men Women 13-19 20-34 35-49 50-64 65+ Share of communication per device per age group Landline/home phone Smartphone Tablet Laptop PC Source: Media:tijd 2015, base: all adults 13+ (N=2,953)

52. 52 Nu.nl, YouTube and Spotify are the most widely downloaded media apps, both on mobile and tablet. For the first time no increase of the average number of apps over time. 10% 10% 11% 12% 13% 14% 20% 25% 28% 37% RTL XL Netflix AD.nl De Telegraaf Google Play Music NOS NOS teletekst Spotify Nu.nl Youtube Top 10 Media apps - Smartphone 14% 14% 15% 16% 17% 18% 18% 22% 25% 39% Horizon Go (Ziggo) NOS Teletekst NOS De Telegraaf NPO (uitzending gemist) Netflix RTL XL Spotify Nu.nl Youtube Top 10 Media apps - Tablet Average # of apps on mobile: 28 Average # of apps on tablet: 25 Source: “Trends in Digital Media”, GfK Intomart, Dec 2015, base: online population 13+ (N=1,151)

53. 53 Watching

54. 54 MCP: Watching The way people consume audio visual content is rapidly changing. These days the consumption of video content can be on multiple devices, in multiple places and 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.

55. 55 97% Households with TV 1.6 Average # of TVs per household 38% Hard disc recorder ownership 2014 22% 31% Connected TV penetration 2014 vs. 2015 Source: SKO TV in the Netherlands first half of 2015 | Media Standard Survey 2015 I Trends and developments – 1

56. 56Source: SKO 2014 – 2015, TA: +6, Linear TV is all the direct watching (exclusive recorded TV programs that are watched on the same day) Trends and developments – 2 178 175 178 168 11 11 11 11 3 4 5 6 4 5 5 61 0 50 100 150 200 250 2012 2013 2014 2015 Dutch viewing time (per day) Linear TV Video, DVD & HDR Non-linear viewing (same day) Non-linear viewing (one week) Non-linear viewing (28 days) Average viewing time per day (NL 6+) in 2015: 191 minutes (vs. 199 min. in 2014). After three years of increased viewing time, the total viewing time in 2015 decreased tot 191 minutes per day. High drop (-6%) in linear TV consumption (to 168 minutes per day). Watching linear TV is still the norm, but catch-up TV is gaining ground with an average viewing time of 13 minutes per day in 2015 (vs. 10 minutes in 2014), which is equivalent to 7% of total viewing time. A lot of non-linear viewing is watched the same day. 196 195 199 192

57. 57 Trends and developments – 4 From November 12 2015 Ziggo and Sport1 started a new sports channel, with matches from La Liga and the NBA as well as Formula 1 races. From the 2016/2017 season the Premier League will also be on Ziggo Sport for 3 years. RTL is going to bring GRP measuring to online, following the development of the SKO’s new measurement possibilities. Source: http://www.nu.nl/media/4156860/ziggo-en-sport1-kondigen-sportkanaal.html | http://www.vi.nl/nieuws/ziggo-plukt-uitzendrechten-premier-league-weg-bij-fox.htm | http://www.adformatie.nl/nieuws/triade-media-verzorgt-de-reclameverkoop-voor-ziggo-sport-en-ziggo-sport-totaal | http://www.adformatie.nl/nieuws/rtl-nederland-en-triade-media-gaan- samenwerken | http://www.adformatie.nl/nieuws/sko-komt-met-dagelijkse-kijkcijfers-voor-online-bekeken-programmas | http://www.adformatie.nl/blog/rtl-doet-een-stap-terug-de-tijd-met- grps-voor-online Two Dutch TV networks, RTL Nederland and Triade Media, will work together on selling air time to increase targeting possibilities for advertisers. Triade Media is also responsible for Ziggo Sport. SKO is going to report daily TV ratings for programs viewed online, starting January 1st 2016. SKO wants to report online campaign ratings as well, and eventually report a combined reach of TV and online: Video Total.

58. 58 Trends and developments – 6 6 Dutch YouTube channels have over 500.000 subscribers, with the reality channels of Enzo Knol and StukTV leading (both above 1 million subscribers). Most popular Dutch channels have seen their subscriber count doubled since 2013. This fall, Linda.tv went live. Linda first announced the service to be a paid-on- demand service with the first 6 months being free. However, Linda now decided to make it free as a whole. Linda.tv counted 123.000 subscribers as of march 2016. Source: YouTube audience study 2015 – TNS Nipo http://www.emerce.nl/nieuws/zes-nederlandstalige-youtube-kanalen-hebben-meer-half-miljoen-abonnees | http://www.emerce.nl/nieuws/nederlandse-virtual-reality-bioscoop-trekt-europa-in | The Dutch &Samhoud media’s world’s first VR-cinema will move into Europe. The cinema experience was offered throughout various Dutch cities, but will now also be available in Berlin, Munich, Copenhagen, London and Zurich. YouTube has by far the largest weekly reach of all video streaming services in The Netherlands. Every week, 49% of the Dutch watch YouTube. YouTube’s daily reach among 15-29 year olds is 45%. The average daily viewing time for YouTube is 10 minutes, which is equal to NPO 2 and more than NPO 3 (6m).

59. 59 Trends and developments – 7 Bloggers/Vloggers: Bloggers and Vloggers are getting increasingly influential in younger generations. RTL Group invested more than €100 million in a group of Vloggers; SBS bought 51% of the shares in Social 1nfluencers and are already working together with popular Vloggers to stay in touch with their young viewers. Various companies have sprung up to represent popular Vloggers, which makes it more efficient to make advertising deals. Many of these companies also offer tailor-made branded YouTube videos. Most popular Dutch Vlogger: Enzo Knol Subscriptions to YT channel: 1.2 MIO Most popular Dutch Gaming Vlogger: Siv HD Subscriptions to YT channel: 2.0 MIO Most popular Dutch Beauty Vlog: Mascha Feoktistova Subscriptions to YT channel: 502.9 K Most popular YT channel in the world: PewDiePie (Swedish Gamer) Subscriptions to YT channel: 44.9 MIO Source: www.youtube.com; http://theonlinecompany.com/sbs-social-influencers-content-is-king-en-big-data-komen-samen; http://www.volkskrant.nl/media/rtl-contracteert- youtube-fenomeen-mertabi-volgen-er-meer~a3799474/

60. 60 32.9 million cinema visitors in 2015 (+7%) €8.37Average price per ticket (+3%) €275.6million in ticket revenue in 2015 Trends and developments – 8 Source: http://www.filmdistributeurs.nl/nieuws/groei-bioscoopbezoek-2015-bewijst-kracht-bioscoopbeleving/ From 2014 to 2015 the number of cinema visitors went up by 7%. The total number of cinema visitors is at a historically high level (only previously seen in 1967).

61. 61 Dutch TV channels, with advertising possibilities (I/II) STER (Dutch Government) RTL SBS Broadcasting 57 regional channels Source: retriever.nl, Dec 2015; http://www.adformatie.nl/nieuws/rtl-z-wordt-business-not-usual Note: RTL Lounge, RTL Crime and Telekids are paid (digital) channels From September 2015, RTL Z is broadcasted as a stand-alone channel (instead of sharing the channel with RTL8)

62. 62 Dutch TV channels, with advertising possibilities (II/II) The Walt Disney Company Benelux Triade Media BE VIACOM Discovery Networks Benelux FOX International Channels Benelux Note: share a channel with Veronica Note: mostly paid (digital) channels Source: retriever.nl, Dec 2015 | http://www.adformatie.nl/nieuws/viacom-international-media-networks-lanceert-spike-nederland BE VIACOM launched new channel ‘Spike’, which replaced TeenNick and started broadcasting on 1 Oct 2015.

63. 63 BrandDeli’s market share is rising steadily, but SBS and RTL show the biggest growth in 2015. The market share of STER decreased in 2015, for which it is almost at the same level of RTL. Source: SKO Jan 2011 – 2015, 02.00-26.00, base: all adults 13+ 0% 10% 20% 30% 40% STER RTL SBS BrandDeli Triade TV market share 2011 2012 2013 2014 2015

64. 64 Since there was no big sport event in the summer of 2015, the market share of NPO 1 decreased. RTL4 and SBS show the biggest growth. Source: SKO 2012 – 2015, 02.00-26.00 base: all adults 13+ STER RTL SBS BrandDeli Triade 0 5 10 15 20 25 % Market share 2012 2013 2014 2015

65. 65 RTL4 remains the channel with the highest gross advertising spend levels, with further growth in 2015. Both NPO1 and Net5 show a big decrease in advertising spend. 0 200 400 600 800 1.000 1.200 €millions Gross media spend per channel 2014 2015 + 7% - 19% -19% Source: Nielsen, 2014 – 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded) SBSRTLSTER Brand Deli Triade + 4%

66. 66 0 100 200 300 400 500 January February March April May June July August September October November December Grossmediaspend(inmillion€) TV seasonality (based on spend) 2013 2014 2015 TV spend shows a clear seasonality pattern which is very consistent year-on-year. Media spend shows highest spend levels in spring and fall, with summers relatively quiet. TV vendors all use monthly indices to reflect the seasonality influences in their rate cards. Source: Nielsen, 2013 - 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

67. 67 When looking at individual brands advertising on TV, supermarket chain Jumbo comes out on top, followed by fellow supermarket chain Albert Heijn. Overall, retail brands dominate the top 10 with 5 brands in total. No. Brand Category TV gross spend Q4 2015 1 Jumbo Retail € 24,479,397 2 Albert Heijn Retail € 18,421,205 3 Kruidvat Retail € 14,692,687 4 Lidl Retail € 12,859,844 5 Nivea FMCG € 11,207,068 6 Plus Retail € 10,506,824 7 Renault Automotive € 10,334,514 8 Vodafone Telecom € 9,556,220 9 Tui Travel € 9,383,583 10 Nationale Postcode Loterij Lottery € 9,275,997 Source: Nielsen, 2015 Q4 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

68. 68 Clutter of broad family/women’s channels. Kids and male channels have a more distinct profile. Also TLC manages to create a clear female profile. Source: SKO, 2015 Q1-Q4, base: all adults 13+

69. 69 No clear “second screen definition”. Please take a look at two ways in which the “second screen definition” is used. SECOND SCREEN Use of other screen (smartphone, tablet, laptop) while watching TV To interact with the TV programme To do other stuff

70. 70 Two options for non-linear TV viewing: On TV screen (set-op 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) SKO is planning to start delivering the first online video advertising data (census data) in 2015. Census data will be available for both traditional as well as non-traditional broadcasters starting in September 2015. The next step will then be 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) Also for ‘Video on demand’ the definition is clarified to avoid confusing

71. 71 Main players – ‘traditional’ non-linear viewing Hard disk recorder ‘RTL XL’ & ‘Kijk’ 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 and smart TV. ‘Uitzending Gemist’ (NPO) TV content from all the public TV channels. Available via laptop, smartphone, tablet and smart TV. NLziet (NPO, RTL, SBS) NLziet is a subscription (€8.- per month) for the three online platforms NPO Plus, RTLXL and Kijk. Subscribers can watch all content of Dutch TV up until 365 days after broadcasting. No advertising. Available via laptop, smartphone and tablet.

72. 72 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. Netflix entered the Dutch market in September 2013. For €8.- per month users have a basic account and have unlimited access to movies and series. Next to the basic subscription Netflix also offers a standard (€10.-) and premium (€12.-) subscription. Available via laptop, tablet, smartphone and smart TV. YouTube offers mostly user-generated content. The first paid channels have already been introduced. Not yet in the Netherlands, but it is likely that in the near future paid channels will also be launched in the Netherlands. 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. Main players – non-traditional

73. 73 Netflix is already very popular in the Netherlands, but there are some alternatives Netflix alternatives: - Videoland unlimited - Mubi - SundanceNow Doc Club - Spuul - Crunchyroll - Gaiam TV Netflix has an estimated total of 1.3 million subscribers in the Netherlands already. It is now said that Netflix can be as popular in the Netherlands as it is in the US, where households that have a Netflix subscription watch almost 20% less linear TV and the audience ratings of women who watch TV have decreased by 15% within one year. Source: http://www.nu.nl/internet/4024618/overzicht-zes-beste-netflix-alternatieven.html | http://www.pwc.nl/nl/persbericht/ott-tv-ten-koste-van-lineair-tv-kijken.jhtml

74. 74 The percentage of people who are multi tasking while watching TV has again increased in Q3 2015 and stayed quite stable for Q4 2015, the use of mobile phone is becoming more popular. Email, social networks, playing games, reading news and chatting are the most popular activities while watching TV. Source: GlobalWebIndex, 2014 Q4 – 2015 Q4, Base: Internet users NL16+ 0% 10% 20% 30% Multi tasking activities Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 0,0% 5,0% 10,0% 15,0% 20,0% 25,0% 30,0% 35,0% 40,0% Desktop PC e-Reader Laptop PC Mobile phone Tablet device None of the above Multi tasking while watching TV Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015

75. 75 Gender Multitasker while watching TV: mostly 25-34 years old, medium income and interested in music, TV shows/series, sports, health and fashion/style. 50.1% 49.9% 19 20,7 22,6 21,3 16,4 0 50 100 150 0 0,25 0,5 % Index Source: GlobalWebIndex, 2015 Q4, Base Internet Users NL16+ (N= 752), TA: MultiTasker While watching TV (N=516) 27% 54% 19% Low (Bottom 25% income) (index 98) Mid (Mid 50% income) (index 106) High (Top 25% income) (index 93) Interests Income Age 0 50 100 150 0% 10% 20% 30% 40% 50% 60% 70% % Agree Index

76. 76 YouTube has by far the highest reach of all VoD channels. Within the “traditional” players, RTL had the highest reach. This changed in July ’15, when Netflix overtook them. Source: DAM Januari 2015 – December 2015 (Base:13+). 0% 10% 20% 30% 40% 50% 60% 70% 80% Jan Feb Mrt Apr Mei Jun Jul Aug Sep Okt Nov Dec Video on Demand – monthly reach YouTube RTL XL Netflix NPO gemist Vimeo KIJK.nl NLziet

77. 77 Netflix has the highest reach particularly in the 13-19 age group. The total reach of Linear TV viewing still is much higher compared to the non- linear. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Totaal 13+ 13-19 jaar 20-34 jaar 35-49 jaar 50-64 jaar 65 jaar en ouder Monthly reach Netflix RTL XL NPO gemist KIJK.nl Source; DAM 13+, Okt 2015 – Dec 2015 (monthly average) | SKO 13+, Jan 2015 – Sep 2015, lowest month reach within the period STER: 94% RTL: 93% SBS: 91% STER: 90% RTL: 91% SBS: 89% STER: 97% RTL: 95% SBS: 93% STER: 99% RTL: 97% SBS: 93% STER: 95% RTL: 93% SBS: 91% STER: 84% RTL: 88% SBS: 84%

78. 78 People still watch twice as much online video on desktops/laptops than on tablets and smartphones. Netflix is the most popular on-demand media service with 22% of the people using it in 2015 Q4. 29% 9% 10% 41% 15% 14% 8% 8% 23% 15% 16% 5% 12% 11% 7% 33% 42% 52% 45% 44% 27% 19% 39% 32% 34% Reach for devices used by people to watch video on demand Daily Weakly Monthly Never Don't own this device 15,7% 10,3% 4,4% 19,2% 10,7% 3,1% 18,9% 13,0% 2,9% 21,5% 15,6% 4,6% 0% 5% 10% 15% 20% 25% Netflix RTL XL Videoland Which of the following services have you used in the last month? 2015- Q1 2015- Q2 2015-Q3 2015- Q4 Source: Motivaction, Onderzoek Online Video 2014, base: online consumers 14-65 years old (N=1,083) | Source: GWI on-demand media service Q4 2014 – Q4 2015, base: NL 20-49 | Warc Television is falling out of favour, experiencing double-digit declines in usage around the world as consumers increasingly turn to various digital devices to view video content

79. 79 Professional content most popular, both TV as well as other professional content. The younger the target audience the more time is spent on user generated content. Source: Media:tijd 2015, base: All adults 13+ (N=2,904) 0 5 10 15 20 25 30 35 NL 13+ Men Women 13-19 year 20-34 year 35-49 year 50-64 year 65+ year Minutesperday Non-linear content Non-Linear TV content Other professional content User generated/youtube

80. 80 Catch-up TV has grown significantly. The programme ‘Herman Finkers oudejaarsconference 2015’ is the most watched catch-up TV show in the Netherlands. Date Day Programme Channel Viewers (x1000) 1 31-12-2015 Thursday Herman finkers oudejaarsconference 2015 NPO 1 404 2 25-9-2015 Friday Flikken maastricht NPO 1 328 3 2-10-2015 Friday Flikken maastricht NPO 1 288 4 30-1-2015 Friday Wie is de mol NPO 1 271 5 17-10-2015 Saturday Ik vertrek 10 jaar NPO 1 264 6 18-9-2015 Friday Flikken maastricht NPO 1 251 7 28-8-2015 Friday Flikken maastricht NPO 1 250 8 6-11-2015 Friday Flikken maastricht NPO 1 250 9 1-10-2015 Thursday Expeditie robinson 2015 RTL 5 244 10 26-2-2015 Thursday Wie is de mol NPO 1 238 Source: SKO, trends in uitgesteld kijken via de televisie, 13+ 2015

81. 81 The cinema chains JT (British) and Kinepolis (Belgium) are taking up the battle with cinema chain Pathé. Their market share in the Netherlands is rising. #locations #cinema halls #seats Pathé 22 169 36.120 Kinepolis 8 42 8.298 VUE 6 38 7.237 Utopolis 5 34 6.285 Other 28 131 20.101 Total 69 (51%) 414 (61%) 78.041 (66%) #locations #cinema halls #seats VUE 15 71 12,845 Other 51 190 27,740 Total 66 (49%) 261 (39%) 40.585 (34%) The capacity of the cinema sector has increased 10% since 2009. Movie theatres (34 in 2014) grew relatively faster than cinemas (141 in 2014). The admission price of substitutes (other leisure activities) grew faster than the admission price of cinemas. Source: Jean Mineur & Fox Screen, 8th september ’15 | http://www.filmonderzoek.nl/ocw-ontwikkelingen-in-de-cultuursector Next to main player Jean Mineur, FoxScreen (sister company of CineFox; silent local advertising) entered the market as vendor for national cinema advertising. With 66% of the seats, Jean Mineur still is the biggest vendor.

82. 82 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 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 #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 2015 | http://www.volkskrant.nl/media/britten-en-belgen-gaan-strijd-met-pathe-aan~a4128460/

83. 83 In general, an increase of cinema visits is visible in 2015 Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners), annual report 2015 | http://foxscreen.nl/ 0 500 1.000 1.500 2.000 2.500 3.000 3.500 4.000 4.500 Visitsin‘000 4-week period Cinema visits per 4 weeks 2015 2014

84. 84 0 20 40 60 80 100 120 140 0,0 0,5 1,0 1,5 2,0 2,5 3,0 3,5 4,0 4,5 January February March April May June July August September October November December Mediaspend(in€millions) Seasonality cinema (spend & visitors) Average visitors index 2007-2011 2013 2014 2015 Cinema does not have the same seasonality pattern that we see for TV, however generally there is an increase in spend around December. Cinema vendors use monthly indices to reflect the seasonality influences in their rate cards. Source: Nielsen, 2013 -2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded) | Average seasonality cinema visits Jean Mineur Network 2007-2011

85. 85 The movie ‘Spectre’ was the most popular film in 2015 Title Revenue (in ‘000) Visits (in ‘000) Spectre € 19,155 2,041 Minions (3D) € 13,143 1,611 Jurassic world (3D) € 9,999 1,007 Star Wars: The Force Awakens (3D) € 9,090 864 Fast & Furious 7 € 8,421 956 Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of Cinema Media Owners), annual report 2015

86. 86 The regular cinema visitor is more male and is younger than the non- regular cinema visitor. Both groups do have a high social class and are more likely to be male. 53% 48% Profile regular cinema visitor* Source: NPDM Print & Doelgroep Monitor 2014 II – 2015 I, base: total NL 13+ (N= 19.115) | * Regular cinema visitor is defined as someone who visits at least once a month a cinema, non-regular visitors are people who visit the cinema less then once a month. Profile non-regular cinema visitor* 4% 31% 21% 18% 16% 10% 13-14 (index 171) 15-24 (index 221) 25-34 (index (144) 35-49 (index 71) 50-64 (index 69) 65+ (index 50) Social class % Index A 28% 155 B1 37% 114 B2 16% 81 C 17% 69 D 2% 43 Social class % Index A 20% 110 B1 35% 110 B2 22% 108 C 20% 82 D 2% 50 46% 54% 4% 20% 17% 31% 20% 8% 13-14 (index 147) 15-24 (index 132) 25-34 (index (122) 35-49 (index 122) 50-64 (index 84) 65+ (index 44)

87. 87 For both 2014 and 2015 the age group 6-15 has the highest reach for cinema Source: Bioscoopmonitor 2015 74% 81% 73% 58% 59% 55% 38% 32% 75% 83% 73% 61% 59% 62% 43% 32% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 6-11 12-15 16-23 24-29 30-39 40-54 55-64 65+ Cinema reach 2014 2015

88. 88 Listening

89. 89 MCP: Listening Consumers´ listening patterns are also rapidly changing. New players such as Spotify have entered the market and are changing the way consumers experience music. The availability of music and radio via multiple devices further impacts how people experience listening to music and radio.

90. 90 Trends and developments I Spotify and Beatport will work together on bringing more electronic music to Spotify. Beatport is known for its wide offer of dance music and exclusive remixes by artists in the electronic music industry. Apple Music has a similar construction with DJ Mag, who control exclusive playlists on Apple Music. Zune will cease to exist. The music streaming service of Microsoft was never very popular. In 2015 alone 9 music streaming services have quit. While downloading and streaming in the digital music industry are expected to grow in user numbers through to 2020, it’s still difficult to make it profitable due to the expensive rights licenses for music. Source: http://www.nu.nl/internet/4093236/spotify-integreert-elektronische-muziek-van-beatport.html | http://www.nrc.nl/nieuws/2015/11/18/wie-belanden-er-op-het-grote-online- muziekkerkhof?utm_source=email | http://www.adformatie.nl/nieuws/radio-8fm-zenders-zee-met-e-power Radio 8FM will be broadcasted in all of The Netherlands. A combination of Freez FM, Radio Royaal and Radio 8FM will continue under the name Radio 8FM. Their focus is on the 25- 55 year old listener, with a ‘Classic Hits’ music format. E power, their sales house, are expecting a national market share of 7%.

91. 91 Trends and developments II The current broadcasting licenses of commercial radio for broadcasting via FM, AM and DAB+ originally expired in 2017, but are extended until 2022. The government will assign new licenses by auction, an idea that caused a lot of resistance. By the extension, minister Kamp meets the needs of radio stations and the Dutch House of Representatives. Radio stations who want to broadcast on FM, also have to broadcast through DAB+. Since 2015 also DAB+ licenses without FM licenses are sold by the government. Compared to other European countries, the Netherlands have the fastest role of digital radio DAB+. The media exchange is an independent trading platform for real- time programmatic buying of radio spots at theme stations (e.g. 538 dance department, Sky radio lounge, etc). The Media Exchange supports real time buying for radio spots the same way online display advertisements are bought. Participating radio stations are online theme stations of: 538 Groep, Sky Radio Group, Q-music, Radio 10, 100%NL, Arrow Caz, RTL Lounge, Soul Radio, Candlelight, Slam! , DeepFM, BNR Nieuwsradio, Brute Beats, 18 Hits en Gooisch music. Source: http://radio.nl/807298/veiling-van-radiofrequenties-wat-gaat-er-gebeuren | http://www.adformatie.nl/nieuws/vergunningen-fm-frequenties-met-vijf-jaar-verlengd | http://www.themediaexchange.nl/?mc_cid=b905d536f1&mc_eid=5ced93674c

92. 92 Dutch radio stations, with advertising possibilities (I/II) STER One Media Sales Sky Radio Group Q-Music NL Source: retriever.nl, October 2015 | http://www.nrc.nl/nieuws/2015/03/05/npo-radio-6-stopt-per-1-januari-met-uitzenden/ Radio 6 will stop 1 January 2016 because of budget cuts

93. 93 Dutch radio stations, with advertising possibilities (II/II) Flux Media Factory Groot Nieuws Radio YPCA FunX 116 regional stations 22 online stations 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, October 2015

94. 94 NPO Radio 2 and Radio 10 have increased their market share, while Radio 538, ORN and NPO 3 FM have decreased their market share. Source: NLO, based on audience of 10+, Note: % is Avg Q1 – Q4 2015 0% 5% 10% 15% Radio 538 NPO Radio 2 Sky Radio Qmusic ORN Radio NPO 3FM NPO Radio 1 Radio 10 E Power Radio Radio Veronica 100% NL NPO Radio 5 NPO Radio 4 Classic FM Slam!FM RadioNL Market share (%) Q1 2015 Q2 2015 Q3 2015 Q4 2015 + 12% +27% + 13% - 11% - 9% - 8% DJ´s Coen and Sander have left 3FM and moved to Radio 538. Also Gerard Ekdom moved from 3FM to Radio 2

95. 95 The three biggest radio stations by advertising revenue are Radio 538, Q- Music and Sky Radio. Both Radio 538 and Q-Music had an increase in revenue in 2015. 0 20 40 60 80 100 120 140 160 180 200 MediaSpendperStation(inMillions) 2014 2015 +8% +15% +126% -34% -2% Source: Nielsen, 2014 – 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded) +101%

96. 96 0 10.000 20.000 30.000 40.000 50.000 60.000 70.000 80.000 90.000 100.000 January February March April May June July August September October November December GrossmediaspendX1000 2013 2014 2015 Although the spend levels for radio differ over the years, there seems to be a clear seasonality trend. From January to June spending slowly raises. After a dip in the summer period, it increases rapidly to an 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 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

97. 97 No. Brand Category Radio gross spend in Q4 2015 1 Renault Automotive €5,544,573 2 Kruidvat Retail €4,058,928 3 Lidl Retail €3,843,502 4 Rabobank Finance €3,141,920 5 KPN Telecom €2,996,273 6 Vodafone Telecom €2,981,377 7 Opel Automotive €2,690,835 8 Staatsloterij Lottery €2,490,547 9 Volkswagen Automotive €2,473,537 10 Peugeot Automotive €2,404,536 When looking at individual brand level in radio advertising, Renault has the highest spend levels followed by Kruidvat and Lidl. Overall, automotive are best represented in the top list of radio spend. Source: Nielsen, Q4 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

98. 98 For the older audience there is some clutter, mostly among the public radio stations. A young and more female station is missing in the radio landscape. Source: NLO, 2015 (jan-sep), based on 13+ Young Male Old Some radio stations have to take into account certain content formats initiated by the Dutch government. *Radio Veronica: ‘oldies’ (music more than 5 years old) *BNR Nieuws Radio: News *SLAM!: Alternative *Sublime FM: Jazz and/or classic *100% NL: Dutch Female

99. 99 Desktop and laptop getting less popular for radio usage. Mobile phone and SettopBox show an increasing trend as device for listening to radio. Source: Trends in Digital Media 2014, GfK Intomart, June 2015, base: online population 13+ (N=1,258) *Claims to listen radio via device 0% 5% 10% 15% 20% 25% 30% 35% June '12 Dec '12 June '13 Dec '13 June '13 Dec '14 Juni '15 %Agreetolistenviadevice Digital radio listening* Desktop Laptop Smartphone Tablet SettopBox Streaming- network audioplayer

100. 100 Most time spend online radio via Desktop, followed by Digital TV and laptop. Radio station apps getting popular, although Spotify is way ahead. No big difference between app download for Phone or Tablet. Source: Trends in Digital Media, GfK Intomart, June 2015, base: All (n=1258) 0% 5% 10% 15% 20% 25% Spotify Radio 538 NPO 3FM Q-music Nederland.fm NPO radio 2 NPO radio 1 Sky Radio 100%NL Radio Veronica NPO radio 4 Radio Apps (downloaded) Tablet (n=810) Smartphone (n=1036) 82 81 53 45 27 11 0 50 100 150 200 250 300 350 Average minutes per week Desktop Digitale TV Laptop Streaming-/network player Smartphone Tablet Source: Trends in Digital Media, GfK Intomart, June 2015, base: owners of tablet and/or smartphone

101. 101 Streaming music Application-based (laptop & smartphone) music streaming service. 6,8 million free users (1.7 million monthly active). Only 7% of the Dutch are paying for the music streaming provider Spotify. Part of the paid versions are offered through agreements with KPN and T-mobile. Reach Q2 2015 24,9% An audio platform that enables sound creators to upload, record, promote and share their originally-created sounds. Reach Q2 2015 6,8% Web-based music streaming service. Also available on smartphone (partner with telecom provider T-Mobile) Spot advertising within playlist possible. Reach Q2 2015 2,7% 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 Q2 2015 0,1% Source: Spotify | DAM Q2 2015 (TA 13+ N=1,091), 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

102. 102 Reading

103. 103 MCP: Reading Reading is slowly shifting from paper to (online) screens. More and more people are reading newspapers on their tablet or mobile phone. Increasingly, news content is being accessed via free news sites or apps. These new possibilities to get news and read magazines are dramatically changing the experience of reading.

104. 104 Trends & developments – I De Persgroep and Wegener Media joined forces in January 2016 and will start operating together under the name De Persgroep Nederland. The newly formed entity wants to provide clarity by calculating all prices in the same manner. Pricing based on Cost per Mille (CPM) will also be applied to regional and local titles. Gross base prices for those titles will be significantly reduced. More news media are putting up an 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, De Volkskrant, Trouw (partly), De Correspondent and Blendle. Source: http://www.adformatie.nl/nieuws/persgroep-trekt-prijsstrategie-door-naar-regionale-en-lokale-titels | http://www.denieuwereporter.nl/2015/03/nrc-nl-gaat-in-september-achter-een- paywall/ | http://www.adformatie.nl/nieuws/barbara-van-beukering-lanceert-paper The new app PAPER, launched in May 2015, is a daily online magazine that offers the best of de Volkskrant, Trouw, Algemeen Dagblad, Het Parool, De Morgen and the regional newspapers of de Persgroep for €5.95 per month.

105. 105 Trends & developments – II Discount retailer Lidl won the 2015 ‘folder vakprijs’, the industry award for door drops and leaflets. The criteria for winning this award are based on innovation, creativity, stimulating action, being distinctive, eye-catching and brand building but also take into account how the door drops/leaflets fit into the overall communication mix. Publisher Sanoma won the 2015 DDMA Customer Data Award. DDMA (Data Driven Marketing Association) is the Dutch industry association for direct marketing. The annual award was given to Sanoma for the way that they make use of customer data in trying to improve products and personalize content. Source: http://www.distrifood.nl/formules/nieuws/2015/5/lidl-wint-folder-vakprijs-2015-10191167 | http://www.emerce.nl/nieuws/customer-data-award-innovatief-sanoma | http://datadag.nl/brancheorganisatie-ddma-heeft-gisteravond-de-customer-data-award-2015-uitgereikt-aan-sanoma-de-award-is-een-waardering-voor-de-succesvolle-wijze- waarop-sanoma-klantgegevens-inzet-om-producten-te-verb/

106. 106 Trends & developments – III New editor in chief Paul Jansen announced a step change for tabloid newspaper de Telegraaf in September 2015. He wants more focus on in-depth journalism and fewer populist headlines. In addition, the layout of the paper is also being updated with more regular sections. Jansen will work with new editors for their five subcategories: Telesport, Financial Telegraaf, Vrouw, Privé and Autovisie. The editor in chief of NRC, Peter Vandermeersch, announced a change in the paper’s pay-off in October 2015. The new pay- off: ‘What is your opinion based on?’ is in line with the original foundations of the paper to confront readers with questions that will intrigue them. In addition NRC.next is updating its regular sections to better match its readers’ needs. Changes will be made to both the digital and paper versions, the latter of which will compete in the category of morning papers. http://www.adformatie.nl/nieuws/vanaf-maandag-vernieuwde-minder-schreeuwerige-telegraaf | http://www.adformatie.nl/nieuws/telegraaf-breidt-hoofdredactie-uit | http://www.adformatie.nl/nieuws/nrcnext-wordt-vernieuwd-en-wil-strijd-de-ochtend-aan |

107. 107 Trends & developments – IV Paid blogs can easily be perceived as misleading for consumers. Currently many advertisers and bloggers are breaking the rules of the advertising code of social media by not mentioning the words ‘advertorial’ or ‘sponsored story’ in an article. The problem is difficult to solve as the Dutch advertising code committee is only allowed to step in when consumers lodge a formal complaint. However most consumers, bloggers and advertisers are not aware of the rules so this remains a grey area for the time being. People who try to sell on their e-books on marktplaats.nl (the Dutch version of Ebay), will face being told off by foundation ‘BREIN’, which represents copyright holders. In an attempt to tackle online piracy, BREIN is sending out automated emails, warning of high fines and possible prison sentences. http://www.trouw.nl/tr/nl/5133/Media-technologie/article/detail/4153121/2015/09/30/Betaalde-blogs-misleiden-consument.dhtml | http://www.emerce.nl/nieuws/brein-dreigt-doorverkopers-van-e-boeken-met-boetes

108. 108 Blendle is a micropayment platform for quality content. Subscribers can top up their Blendle wallet and are then only one click away from buying articles from various newspapers and magazines. After steadily expanding in its Dutch home market since its launch in 2014, the platform has now also been launched in Germany (2015) and is in a beta trial phase in the US (2016). As part of its international expansion plan, Blendle has expanded its portfolio by adding international newspaper titles such as The New York Times, The Wall Street Journal and The Washington Post, as well as Times Inc magazines, amongst others. 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; http://www.emerce.nl/nieuws/blendle-lanceert-btaversie-vs; http://www.wired.com/2016/03/pay-25-cents-read-article-blendle-certainly-thinks/ New media development: pay-per-article/micropayments

109. 109 Newspapers print circulation dominated by national newspapers 1.537 1.195 433 - 200 400 600 800 1.000 1.200 1.400 1.600 1.800 2015 Moving year average circulation figures (in ‘000s) National newspapers Regional newspapers Free sheets Source: NOM, 2015 moving year average circulation figures. Based on print only (all paid-for and free-of-charge circulation)

110. 110 Top 10 ranking Title Newspaper type Total annual paid circulation Q1 2015 – Q4 2015 Total annual circulation Q1 2015 – Q4 2015 1 De Telegraaf National 416,318 469,972 2 Metro Free sheets 0 432,510 3 AD National 337,319 386,583 4 De Volkskrant National 223,778 265,758 5 NRC Handelsblad National 143,027 154,013 6 Dagblad De Limburger Regional 128,542 134,274 7 De Gelderlander Regional 108,102 119,341 8 Trouw National 89,957 107,959 9 Noordhollands Dagblad Regional 99,922 104,217 10 Dagblad van het Noorden Regional 96,515 102,613 Tabloid newspaper De Telegraaf is leading the pack in terms of circulation Source: NOM, Q1 2015 – Q4 2015 annual moving average circulation figures for newspapers. Based on print only (all paid-for and free-of-charge circulation), excluding digital circulation figures.

111. 111 Online reach of news site Nu.nl is bigger than websites of traditional print papers No. Top 10 online News brands Reach (%) Reach (‘000) # Visits (‘000) Frequency 1 Nu.nl 64.5 9.120 445.625 50,0 2 NOS 54.2 7.663 455.536 59,4 3 Telegraaf 53.1 7.513 257.006 34,2 4 AD 48.8 6.899 199.130 28,9 5 RTL nieuws 36.9 5.221 75.657 14,5 6 De Volkskrant 27.2 3.842 45.580 11,9 7 NRC 24.4 3.458 28.287 8,2 8 Drimble 15.6 2.201 7.349 3,3 9 Metro 15.4 2.181 7.857 3,6 10 Trouw 12.7 1.803 22.795 12,6 Source: DAM, All platforms Q4 2015 (Base: 13+)

112. 112 - 20 40 60 80 100 120 140 January February March April May June July August September October November December Newspapers Grossspend(inMillions) 2013 2014 2015 Newspaper spend levels dip slightly in summer and rise around Christmas. For the rest of the year, spend levels are generally stable. Source: Nielsen, 2013 -2015, gross spend for newspaper advertising only.

113. 113 No. Brand Category Newspapers gross spend in Q4 2015 1 Kras Reizen Travel €9,200,436 2 NRC* Media €7,245,003 3 Molenaar Health €6,664,615 4 Koopjedeal.nl Retail €5,312,318 5 Lidl Retail €4,306,413 6 Familieberichtenonline Media €4,133,578 7 Stip Reizen Travel €3,939,712 8 Effeweg.nl Travel €3,605,050 9 Corendon Travel €3,463,257 10 Hollands Nieuwe Telecom €3,463,257 Travel brands heavily dominate the top 10 spend in newspapers Source: Nielsen, 2015 Q4, gross spend for newspapers only. *NRC brand consists of all media of NRC. Most ads are for their own newspapers

114. 114 Telegraaf and Brabant Combinatie stay on top and increase in spend compared to 2014. Local daily newspapers are well represented. 0 50 100 150 200 250 300 Mediaspend(inmillions) 2014 2015 +16% -38% +48% -53% +4% -33% -39% Source: Nielsen, 2014 – 2015, gross spend for newspapers only.

115. 115 Since 1 October 2014, Metro is the only free sheet left in the Dutch market 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

116. 116 Both tablet and mobile are increasingly popular for reading newspapers. All digital platforms are used frequently, at a daily level. 0% 5% 10% 15% Less than once a month Once a month Once every two weeks Once a week 2-3 days a week 4-5 days a week 6-7 days a week Pc/Laptop Mobile Tablet 36% 17% 15% 38% 20% 20% 36% 21% 23% 35% 22% 24% Pc/Laptop Mobile Tablet NPDM 2012 II - 2013 I NPDM 2013 I - 2013 II NPDM 2013 II - 2014 I NPDM 2014 I - 2014 II Source: NPDM releases: 2012 II – 2013 I to 2014 I – 2014 II, base: total NL 13+Source: NPDM releases: 2014 I– 2014 II, base: total NL 13+ Digital use of newspapers

117. 117 Family, culinary and women’s magazines have highest circulation figures 0 1.000 2.000 3.000 4.000 5.000 6.000 Family Culinary mags (incl sponsored) Women's TV listings Home decoration, gardening & DIY Special interest Kids & youth Mind & body Popular Science Sports Other Moving year average total circulation (in ‘000s) Source: NOM, Q1 2015 – Q4 2015 annual moving average circulation figures. Based on total magazines (all paid-for and free-of-charge circulation).

118. 118 In the magazine category high circulation numbers for sponsored magazines. Kampioen has the highest total circulation in Q1 2015 – Q4 2015. Top 10 magazines in terms of circulation figures Title Magazine type Total paid circulation Q1 2015 – Q4 2015 Total circulation Q1 2015 – Q4 2015 1 Kampioen Family 3.451.175 3.451.175 2 Allerhande Culinary sponsored 0 2.049.849 3 Boodschappen Culinary sponsored 0 1.982.416 4 AllesVoor Family 0 1.395.860 5 Eigen Huis magazine Home decoration, gardening & DIY 720.990 720.990 6 Vrouw Women’s 0 572.802 7 Zorgbelang Special interest 0 497.955 8 Veronica Magazine TV listings 386.919 388.329 9 Het Volkskrant Magazine Newspaper mags 0 348.783 10 Libelle Women’s 326.302 329.592 Source: NOM, Q1 2015 – Q4 2015 annual moving average circulation figures for magazines

119. 119Source: NOM Print & Doelgroep Monitor 2014-II 2015-I, base: total NL 13+ (N=15,677) Women’s and family 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 4,976 35.2 Allerhande Sponsored 4,122 29.1 Libelle Women’s 1,779 12.6 Donald Duck Kids 1,449 10.2 Veronica TV listings 1,380 9.8 Margriet Women’s 1,164 8.2 LINDA. Women’s 1,159 8.2 Vrouw Women’s 1,118 7.9 Privé Celebrity 1,100 7.8 Quest Science 1,017 7.2

120. 120 - 10.000 20.000 30.000 40.000 50.000 January February March April May June July August September Oktober November December Magazines grossmediaspendX1000 2013 2014 2015 There is a strong seasonality pattern for magazines in which summer shows a strong decrease in media spend. It shows highest spend levels in spring, fall and during the Christmas season. Source: Nielsen, consumer magazines gross spend 2013 -2015 (excluding trade press titles)

121. 121 No. Brand Category Gross spend in Q4 2015 1 Hollands Nieuwe Telecom €1,416,341 2 Albert Heijn Retail €1,411,586 3 Weekmenu.nl Food €1,096,706 4 Unox FMCG €1,048,591 5 Elsevier* Media €948,966 6 Molenaar Health €892,626 7 Robijn FMCG €739,278 8 Calvé FMCG €718,334 9 Sanoma* Media €713,322 10 Prominent Retail €693,468 When looking at an individual brand level in magazine advertising, Hollands Nieuwe comes out on top followed by Albert Heijn and Weekmenu.nl. Source: Nielsen, 2015 Q4 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded) *Elsevier brand consists of all media of Elsevier. Most ads are for their own magazines *Sanoma brand consists of all media of Sanoma. Most ads are for their own magazines

122. 122 Allerhande has the highest amount of media spend and shows a YOY growth. Harper’s Bazaar shows the highest YOY growth. This is in contrast with the overall decrease in media spend for magazines. 0 5 10 15 20 25 30 35 40 Mediaspend(inmillions) 2014 2015 +5% +13% -12% -18% -28% +22% -19% Source: Nielsen, 2014 – 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded) -25% -18%+83%

123. 123 No high usage of magazines via digital platforms yet. PC/Laptop most popular and also most often used 12% 4% 6% 13% 5% 8% 12% 5% 8% 11% 5% 9% Pc/Laptop Mobile Tablet NPDM 2012 II - 2013 I NPDM 2013 I - 2013 II NPDM 2013 II - 2014 I NPDM 2014 I - 2014 II Source: NPDM releases: 2012 II – 2013 I to 2014 I – 2014 II, base: total NL 13+ 0% 1% 2% 3% Less than once a month Once a month Once every two weeks Once a week2-3 days a week 4-5 days a week 6-7 days a week Pc/Laptop Mobile Tablet Digital use of magazines Source: NPDM releases: 2014 I – 2014 II, base: total NL 13+

124. 124 Printed door drops have higher reach than digital door drops 48% 79% 64% 71% 55% 24% 43% 64% 5% 16% 10% 12% 8% 3% 4% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% % Reach doordrops print – digital Reach % - Print Reach % - Digital Source: NOM folder monitor 2013 | NOM Huis-aan-huis bladen monitor 2014 # Title Reach % 1 Wegener Media 43,8% 2 Holland media combinatie 14,5% 3 Totaal Zuid Holland 9,9% 4 A&C Media 8,2% 5 NDC mediagroep 7,6% Top 5 Door-to-door papers All door-to-door papers have a reach of 61,8% in the Netherlands

125. 125 Communicating

126. 126 MCP: Communicating Human beings are a social species, with communication taking place throughout the day. Face-to-face interaction won´t disappear anytime yet but the younger generations don’t differentiate so much anymore between online/offline communications. The social experience around communication is changing as communicating via Facebook Messenger, WhatsApp, Snapchat and the like is getting more and more accepted.

127. 127 Social media

128. 128 Trends and developments – I The three most popular Dutch brands on Instagram right now are RUMAG., BALR and Filling Pieces Footwear. On the fourth place is KLM, who was leading in the previous top 25. The new list is dominated by the branches fashion (10 times), magazines (5 times) and soccer (3 times). Striking is the fact that the top 3 brands have more followers on Instagram than on Facebook. Messenger apps are now increasingly used to make phone calls. One of five smartphone users use regularly an app for calling with other people. Currently, 12% of the phone calls are committed through a messenger app (i.e. Whatsapp; Facebook Messenger) and this number continues to grow. The website echtevoetballers.nl is going to be the social platform for amateur football. Users on this platform can share their movies of football actions and you can find highlights of football games. It’s a place where the football fans can come into the spotlights and where it doesn’t matter how much talent you have and in which team you play. Source: http://www.emerce.nl/wire/social-media-platform-amateurvoetbal-nederland-live | http://www.emerce.nl/nieuws/bellen-via-berichtenapp-gemeengoed | http://www.marketingfacts.nl/berichten/instagram-brand-monitor-de-populairste-merken-in-nederland

129. 129 Trends and developments – II Pinterest opens it’s very own webshop in which a selection of articles of Buyable pins are offered. 60 million products are for sale on Pinterest since the launch of the webshop. Right now when customers like things on Pinterest, they can immediately buy the product. Whatsapp is slowly replacing Facebook. Dutch people are becoming more conscious in sharing their messages, photos and videos in small selected groups. The amount of sent pictures is three times higher on Whatsapp than on Facebook or Instagram. When people have to choose between Facebook and Whatsapp, 72% chooses Whatsapp. Source: http://www.emerce.nl/nieuws/pinterest-opent-eigen-webwinkel | http://www.emerce.nl/nieuws/facebook-krijgt-steeds-meer-concurrentie-van-whatsapp

130. 130 Trends and developments – II 0% 10% 20% 30% 40% 50% 60% Total 16-24 25-34 35-44 45-54 55-64 Using services such as AdBlock in the past month Q1- 2015 (n=751) Q2- 2015 (n=751) Q3- 2015 (n=791) Q4- 2015 (n=752) Source: GlobalWebIndex, Q1 2015 – Q4 2015, Base Internet Users NL16+ In the first half of 2015, there was a clear uplift in the younger age groups when it comes to the use of AdBlockers. In Q3&Q4 2015 there is only an increase for older age groups.

131. 131 Trends and developments III – User behavior of social media Source: http://www.frankwatching.com/archive/2015/12/17/zo-gebruiken-jongeren-instagram-snapchat-youtube-in-2016/?utm_source=Measuremail&utm_medium=wekelijkse-nb&utm_campaign | http://www.emerce.nl/nieuws/infographic-fenomenale-groei-snapchat 6.8 million Dutch people are using Youtube. The amount of people who watch video’s on Youtube, increased this year with 40% since March 2014. Mobile use is increased with 100%. Daily use of Instagram is increased this year with 35%. There are 400 million users worldwide compared to 300 million users last year. 1.8 million Dutch people use Instagram, mostly within the age group 15-19 (50%). Most popular categories on Instagram are fashion and sports. With 100 million daily users, Snapchat is becoming an interesting source of news and information. 0.8 million Dutch people are using Snapchat daily and 6 billion videos are watched. Snapchat is used by young people in a similar way as Whatsapp is used. Since Q3 2015 advertising within Snapchat is possible.

132. 132Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+ 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. Social media usage In Europe, Facebook has the highest mobile penetration in the Netherlands (89,3%)

133. 133 Facebook and YouTube are most used platforms in the year 2015 Main 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 Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+ 0.1 million Dutch people use WeChat, 28.0000 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 0.1 million Dutch people use Foursquar e, 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 Upcoming platforms:

134. 134 Snapchat is used mainly by the new generation (gen Z) (47% 13-19) 11% 12% 16% 8% 10% 8% 26% 47%24% 28% 30% 29% 30% 24% 36% 37% 28% 29% 29% 31% 30% 29% 20% 12% 24% 22% 18% 23% 21% 26% 14% 5% 13% 10% 7% 10% 8% 13% 4% FACEBOOK TW ITTER INSTAGRAM LINKEDIN PINTEREST GOOGLE+ TUMBLR SNAPCHAT AGE DISTRIBUTION OF SOCIAL NETWORKING SITES IN NL 13-19 20-34 35-49 50-64 65+ Source: DAM, Q4 2015, 13+

135. 135 After a period of overall decrease, Facebook again realized an increase in account ownership in Q4 2015 for age groups 24-34 and 55-64. Moreover, for all age categories, active monthly Facebook users also went upward since Q2 2015. 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 Honderden Account ownership Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Source: GlobalWebIndex, Q2 2014 – Q4 2015, Base Internet Users NL16+, 0% 10% 20% 30% 40% 50% 60% Total Age 16-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Active users monthly Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015

136. 136 0% 10% 20% 30% 40% 50% 60% Total Age 16-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Account ownership Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Account ownership and active users of Twitter is slightly decreasing, except for age groups 45- 54 and 55-64 in which ownership numbers are growing. Furthermore, there seems to be an overall increase in Twitter activity in Q4 2015. 0% 10% 20% 30% 40% 50% 60% Total Age 16-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Active users monthly Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Source: GlobalWebIndex, Q2 2014 – Q4 2015, Base Internet Users NL16+,

137. 137 Account ownership of Instagram is increasing and is particularly high for the younger age groups (16-24). The percentage of active users also grows, with a significant increase of activities for the groups 16-24 and 25-34. 0% 5% 10% 15% 20% 25% 30% 35% 40% Total Age 16-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Active users monthly Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Source: GlobalWebIndex, Q2 2014 – Q4 2015, Base Internet Users NL16+, 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Total Age 16-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Account ownership Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015

138. 138 Account ownership for YouTube seems to decrease again except for age group 55-64. For active users, there is a considerable increase in Q3 2015 for all age groups but for Q4 2015 only an increase for age groups 16-24 and 35-44. 0% 10% 20% 30% 40% 50% 60% 70% 80% Total Age 16-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Active users monthly Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Total Age 16-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64 Account ownership Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015 Source: GlobalWebIndex, Q2 2014 – Q4 2015, Base Internet Users NL16+,

139. 139 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 Source: Newcom, Dutch National Social Media Survey 2015, TA: 15+

140. 140 Worries about privacy have significantly decreased among users. People are least worried about government collecting their data. 43% 44% 48% 26% Online privacy worries 2015 Phishing Identity fraud Companies collecting data Government collecting data 44% 21% 52% 13% 0% 10% 20% 30% 40% 50% 60% Worried Not worried Worries about privacy 2014 2015 Source: Ruigrok NetPanel, Whats happening online 2015, 18+ n=1,359

141. 141 Twitter TV buzz is booming, Starcom uses Echo Listening Tool to analyze social media buzz. SPOT introduced Twitter TV Ratings to count tweets around TV content. Source: http://spot.nl/top-10-meest-getwitterde-tv-programmas-2015/ 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 No. Date Title Channel Twitter Reach Twitter impressions Tweets 1 19-05-15 Eurovision Songfestival half final NPO 1 476,464 42,704,592 185,090 2 23-05-15 Eurovision Songfestival final NPO 1 346,002 22,702,381 121,189 3 9-03-15 Nieuwsuur NPO 2 320,856 5,871,752 37,869 4 2-04-15 The passion 2015 NPO 1 313,431 12,190,515 34,494 5 14-11-15 Intocht Sinterklaas 2015 NPO 3 251,037 1,587,606 10,886 6 18-03-15 Nos Nederland Kiest: De Uitslagen NPO 1 228,218 1,227,262 5,580 7 6-11-15 K3 zoekt K3 SBS 6 221,487 8,835,171 47,465 8 9-04-15 3FM awards NPO 3 221,013 1,348,506 5,105 9 15-10-15 Gouden Televizier-Ring Gala 2015 NPO 1 218,005 3,968,892 11,254 10 2-01-16 Wie is de Mol? NPO 1 213,527 3,003,804 9,776

142. 142 Surfing online

143. 143 Trends and developments – I Cookie Law European study suggests new cookie law in European Union. The stated objectives are not met with the current laws and a new revision is again needed. A new European commission started in September 2015 to see what needs to be changed. Fraudulent apps A new phenomenon in apps are fraudulent apps. These apps will generate a lot more advertisement than ‘normal’ apps. People don’t see the advertisement but mobile advertisers still pay for advertising. This means these apps create extra waste numbers for mobile advertising and is costing the user extra data usage. Microsoft stops advertising Microsoft steps out of their advertising activities in order to focus on their core business. The Benelux market is now owned by AppNexus. Source: http://www.emerce.nl/achtergrond/europese-commissie-cookiewet-moet-weer-schop | http://www.emerce.nl/nieuws/zeker-5000-apps-frauderen-advertenties; http://www.emerce.nl/nieuws/microsoft-stapt-uit-advertentiemarkt-appnexus-neemt-benelux

144. 144 Trends and developments – II Websites are massively struggling with adblockers. The number of people who are installing adblockers on desktop, tablet and phones is growing. Right now, 4,9 percent of all Internet users around the world are not seeing advertisements. In the Netherlands, this number is much higher (26%). For websites this is perceived to be a big problem as it decreases the value of online ads. Half of the Dutch population considers to install adblockers. People have a positive attitude towards advertising in general, but are annoyed by online ads. The use of adblockers is highest on laptops and desktops. However, the intention to install adblocker is highest for smartphones. IAB, the branch association for digital marketing is considering lawsuits against adblockers. IAB is seeing possibilities in legislation regarding copyright. IAB in the Netherlands is not considering going to court and started a research project about the effects of adblockers. Advertising practitioners react different, some find it troubling and scary, others think new opportunities will arise. Source: http://nos.nl/artikel/2056954-websites-worstelen-steeds-meer-met-adblockers.html | http://www.adformatie.nl/nieuws/onderzoek-adformatie-helft-nederlanders-wil-aan- de-adblocker | http://www.emerce.nl/nieuws/iab-overweegt-rechtszaken-tegen-adblokkers | http://www.warc.com/LatestNews/News/EmailNews.news?ID=35349

145. 145 Trends and developments-II 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. Source: http://www.adformatie.nl/nieuws/dma-institute-begint-met-certificeren

146. 146 According to Integral Ad Science the viewability of ads still is a problem, but thanks to DMA Starcom is able to optimize viewability. Viewability* comparison 49% 45% 47% 47% 44% 43% 58% 58% 61% 66% 62% 66% 40% 45% 50% 55% 60% 65% 70% Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Integral Ad Science Starcom NL Viewability* stats 3 most used formats 67% 64% 59% 60% 59% 69% 63% 59% 64% 44% 44% 41% 48% 48% 43% 57% 58% 55% 0% 10% 20% 30% 40% 50% 60% 70% 80% Q1 2015 Q2 2015 Q3 2015 Leaderboard Starcom NL Medium Rectangle Starcom NL Skyscraper Starcom NL Leaderboard IAS Medium Rectangle IAS Skyscraper IAS Source: Integral-Ad-Science reports Q3 2015; DMA viewability Benchmark stats Starcom NL; *Viewability as IAB standard: 50% of ad more than one second in view

147. 147 Programmatic Update Flash is no longer supported as the standard for advertisement. HTML 5 is the new standard for banners and video’s online because you don’t need any plug-ins and has same creatives for desktop as mobile devices. Pre-rolls are not fully clickable anymore on YouTube. Only the URL stays clickable. According to YouTube traffic will be of higher quality and click behavior is similar for desktop and mobile devices. DoubleClick, the division of google that helps uploading ads on websites and measuring their performance, will start with cross-device measurement and native ads will be introduced for mobile. Source: AOD VIVAKI

148. 148 Digital ad formats I In 2014 IAB Europe introduced ‘Brand Builders’, a suite of six recommended brand advertising formats. Both static and dynamic (expandable) brand advertising formats are included in the suite to offer brand advertisers diversity in their campaigns. Static Advertising Formats: 1. 300x600 Halfpage (static) 2. 728x90 + 160x600 Wallpaper (static) 3. 728x410 Landscape (static, new dimension, 16:9 compatible) Dynamic Advertising Formats: 1. 300x250 → 728x410 Expandable Rectangle (float/slide 16:9) 2. 728x90 → 728x410 Expandable Leaderboard (float/slide,16:9 3. 160x600 → 300x600 Expandable Skyscraper (float/slide) Source: IAB, Brand Builders Ad Format Descriptions, pulled off 2nd September ‘15

149. 149 33% 14% 15% 37% 40% 14% 17% 38% 42% 14% 18% 38% 44% 15% 18% 38% 46% 17% 20% 41% 49% 19% 23% 43% Social Networks Buying/selling Streaming video Searching for info 2012 I - 2012 II 2012 II - 2013 I 2013 I - 2013 II 2013 II - 2014 I 2014 I - 2014 II 2014 II - 2015 I Over the last two years all online activities have shown an increase in usage. In the last half year they all showed an increase of at least 2%. Online activities done ‘often’ – across time Source: NPM 2012-I 2012-II to NPM 2014-II 2015-I

150. 150 Most activity on PC/Laptop. Mostly same activities across platforms, although popularity differs for each platform. 27% 29% 29% 29% 31% 33% 37% 41% 49% 51% Used a map or directions service / app Visited a news website / app / service Searched for a product or service you want to buy Used an internet banking service Used a webmail service to access, read or send emails Uploaded / shared a photo Checked the weather online Used a chat or instant messaging service / app Visited/used a search engine Visited / used a social network Top 10 - Mobile 52% 52% 53% 62% 65% 66% 66% 75% 77% 87% Uploaded / shared a photo Used a map or directions service / app Visited a news website / app / service Used a webmail service to access, read or send emails Checked the weather online Purchased a product online Used an internet banking service Searched for a product or service you want to buy Visited / used a social network Visited/used a search engine Top 10 - PC / Laptop 13% 13% 14% 15% 16% 16% 18% 20% 26% 28% Uploaded / shared a photo Watched a video clip or visited a video-sharing site Used an internet banking service Used a webmail service to access, read or send emails Visited a news website / app / service Played an online game Checked the weather online Searched for a product or service you want to buy Visited/used a social network Visited/used a search engine Top 10 - Tablet Source: GlobalWebIndex, 2015 Q4, Base Internet Users NL16+ (N= 752), Have done in the past month

151. 151 Online population is slightly more male, but on a global level Dutch women spend more time online than in most other countries. Internet penetration amongst 65+ and lower educated is steadily increasing. Internet penetration NL 2011 2012 2013 2014 2015 Index (15/11) Male 90.1% 91.1% 92.2% 93.1% 93.4% 104 Female 84.4% 86.7% 88.1% 88.3% 90.7% 107 13-17 years old 100.0% 99.6% 98.9% 98.9% 99.2% 99 18-24 years old 99.4% 97.6% 99.5% 98.9% 89.8% 99 25-34 years old 98.2% 98.0% 98.8% 99.4% 99% 101 35-49 years old 95.3% 97.8% 98.1% 97.6% 97.9% 103 50-64 years old 86.9% 90.0% 92.1% 91.8% 94.5% 109 65+ 55.0% 57.9% 61.2% 66.4% 71% 129 Low education 62.7% 66.3% 70.5% 70.5% 74.4% 119 Medium education 90.6% 92.5% 93.3% 93.9% 95% 105 High education 96.7% 97.4% 97.7% 98.2% 98% 101 Source: Media Standard Survey 2015 (N= 5,100)

152. 152 Mobile phone and tablet increase their popularity as a device to go online. Most people (75%) do have online access at home on a daily bases. 0% 25% 50% 75% 100% Online access in % 2012 I- 2012 II 2012 II - 2013 I 2013 I - 2013 II 2013 II - 2014 I 2014 I - 2014 II 2014 II - 2015 I 75% 8% 5% 2% 0% 0% 0% 3% 1% 6% (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 8% 22% 11% 4% 1% 1% 1% 2% 1% 49% (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: NPM 2014-II 2015-I, base: total NL 13+Source: NPM 2012 I – 2012 II to NPM 2014 II – 2015 I

153. 153 Online shopping keeps growing in revenue. 2015 showed a 17% increase compared to 2014. Especially Food and Near Food have increased in revenue (+54%). 8.200 9.000 9.800 10.600 13.730 16.090 6 7 8 9 10 11 12 0 2.000 4.000 6.000 8.000 10.000 12.000 14.000 16.000 18.000 €billions Online home shopping spend People buying online +10% +9% +8% +30% +17% Top 5 branches with highest increase in online spend in Q4 2015 29% 31% 37% 38% 54% Consumer electronics Domestic electronics Toys Home & Garden Food & Near Food Online Source: Thuiswinkel Martkmonitor 2010 - 2015

154. 154 On the go

155. 155 MCP: 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.

156. 156 Trends and developments I Recently OOHA Media expanded their business with the largest highway mast in The Netherlands along the A12 near The Hague. The mast is 138 m2. Since 2014 OOHA Media has LED masts along the A1, A2, A30, A73 and A15. Source: http://www.oohamedia.com/2015/10/27/ooha-media-komt-met-grootste- snelwegmast-van-nederland/ JCDecaux introduced a digital network of 20 mupi’s in the city center of Amsterdam and Rotterdam. The mupi’s offer high quality digital LED screens. 15 mupi’s are allocated to Amsterdam, 5 to Rotterdam. Source: http://www.jcdecaux.nl/page.php?id=427&cat=home&sub=home Altermedia is expanding their toilet advertising/study network with AVANS digital. At the moment, 150 digital panels are present in AVANS Breda and 240 panels in Den Bosch. http://www.rapportnl.nl/#!Altermedia-breidt-Toiletreclame-Study-netwerk-uit-met-AVANS- Digitaal/cd85/563a12490cf28330832c76d8 Clear Channel presents its second digital advertising highway sign in Rotterdam. The highway sign is directly usable and is sold under the name ‘Triple Digital’. http://www.rapportnl.nl/#!Clear-Channel-Hillenaar-digitaal-in- Rotterdam/cd85/564d7e3e0cf2780ba445fa53

157. 157 Factsheet Outdoor II Company Objects JCDecaux Ad shells/6s, billboards, odd-sized objects, trams ExterionMedia Ad shells/6s, billboards, buses/trams, railway stations, posters and screens in shopping centres Clear Channel Hillenaar Ad shells/6s, city cells, billboards, masts, parking garages, schools, metro stations Interbest Masts near highways Centercom Posters in supermarkets MMD Media Various media at local airports, ad shells in bars, clubs, discotheques, cinemas, sport clubs, petrol stations, billboards OOHA Media 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 Centercom Buitenreclame A0 posters Beyond Media Digital masts Source: VivaKi, December 2015

158. 158 Radio by far the most popular On the Go, and almost has the same level as time spend at home. 1:06 1:01 2:17 0:060:18 0:01 0:04 0:14 0:01 0:14 0:05 Average time spend per day in minutes Radio TV linear TV non-linear Magazine Newspaper Social Media Source: Media:Tijd 2015, base: All adults 13+ (N=2,818)

159. 159 0% 10% 20% 30% 40% Share of gross media spend OOH 2011 2012 2013 2014 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 2015: € 476.330.344 Others Outdoor market in spend dominated by 4 main players: JCDecaux, ExterionMedia, Clear Channel and Interbest. 2015 shows a decrease in spend compared to 2014. Source: Nielsen, 2011 – 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

160. 160 Total reach per vendor (based on all sides). Younger target audiences have somewhat higher reach. For shelters Exterion, JCDecaux and Clear Channel don’t differ much in reach. For billboards, JCDecaux has the highest reach. Source: BRO, December 2015, database version CAFAS 19.0 | Reach is based on total sights per vendor available in CAFAS. 68% 78% 78% 67% 63% 57% 66% 72% 75% 67% 62% 56% 73% 80% 81% 74% 69% 64% 25% 25% 26% 25% 24% 22% 0% 20% 40% 60% 80% 100% 13-75 13-29 20-34 35-49 50-64 65-75 Shelters Exterion (7,192 sides) JCDecaux (9,026 sides) Clear Channel (8.011 sides) MMD (651 sides) 29% 30% 31% 30% 28% 25% 56% 58% 60% 57% 53% 49% 40% 44% 46% 40% 38% 34% 10% 11% 12% 10% 9% 9% 0% 20% 40% 60% 80% 100% 13-75 13-29 20-34 35-49 50-64 65-75 Billboards Exterion (200 sides) JCDecaux (608 sides) Clear Channel (399 sides) MMD (143 sides)

161. 161 - 10.000 20.000 30.000 40.000 50.000 January February March April May June July August September October November December GrossmediaspendX1000 2013 2014 2015 Although spend slightly increases over the year, there is not a real seasonality pattern visible. Source: Nielsen, 2011 – 2015 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)

162. 162 As brand, McDonalds dominates the market of OOH spend. Telecom is most present as category, having 4 brands in the top 10 list. Source: Nielsen, 2015 Q4 (NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded) No. Brand Category Gross spend Q4 2015 1 McDonalds Fast food restaurant € 4.108.230 2 KPN Telecom € 3.456.942 3 T-Mobile Telecom € 2.498.721 4 Heineken FMCG € 2.497.156 5 Vodafone Telecom € 2.044.941 6 Rabobank Finance € 1.936.668 7 Coca Cola FMCG € 1.754.012 8 Sky Radio Media € 1.579.915 9 Samsung Electronics € 1.493.529 10 Aldi Retail € 1.492.585

163. 163 The digitalization of OOH offers many opportunities to interact with consumers 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 http://www.retrievermedianieuws.nl/centercom-heeft-vlakken-in-10-extra-winkelcentra-gedigitaliseerd/ Smartscreens The digital network of Centercom is growing fast. Centercom already has 26 shopping malls in their network. The advertising displays will be replaced by 350 SMARTscreens.

Dutch media landscape 2015 Q4 update by Starcom

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