Dutch media landscape 2016 Q1 update by Starcom

1
Dutch media landscape
Starcom NL
Q1 2016 UPDATE

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
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
The Netherlands
General stats & figures

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 33,3 33,3 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
-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
2016jan
Difference%positivevsnegativeanswers
Dutch consumer confidence
In the 2016 Q1 the global consumer confidence slightly increased. However, Dutch
consumer confidence dropped significantly. Only Estonia’s GCC dropped more.
Source: CBS, Statline, 2016 Source: Nielsen Consumer Confidence, Q1 2016
Consumer confidence worldwide – Q1 2016

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
Overall media and
consumer stats & figures

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
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

12
10 trends for consumers in 2016
Agnostic shoppers
They are less bothered about labels and recognised products. These consumers flit
between shops and products in their search for value and novelty, presenting a challenge
for brands who want to connect with them or inspire their loyalty.
Buying time
Consumers are more willing to outsource aspects of their lives. Many perceive time as the
key luxury.
Challenging ageing
In 2016, we can talk of a mature lifestyle as more people are living a busier, more
satisfying and extended “third age”, starting after middle age—anywhere from 55-65.
Changemakers
In 2016, trying to change things for the better is becoming a more mainstream priority.
Consumer expectations regarding corporate environmental issues are growing
Gender blurring
Gender lines are blurring, retailers and manufacturers are creating gender-neutral labels.
Greener food
In 2016, more of us will be eating greener. More people will care about cutting down on food waste in
and beyond the home, try harder to avoid unhealthy food and overeating and be keener on more natural,
local and seasonal food.
Mental wellbeing
The trend for looking workout-ready beyond the gym echoes the consumer embrace of a holistic attitude
towards optimal physical and mental health.
Over-connected consumers
Now that near to half of the world’s population has internet access more consumers are dwelling on the
flipside of digital life. The physical and emotional health hazards of non-stop device use and the impact
on children and teenagers are all under review.
Shopping for control
Fear-inducing personal security and financial worries as well as unsettling global events and diminished
trust in brands and institutions, are driving consumer interest in buying for control. The broad range of
goods and services that consumers spend on includes organic food, financial services, sun protection,
security agents and air purifiers.
Spending singles
With fewer commitments and more to spend, premium singles are a captive audience for authenticity-led
services and products, such as curated subscription boxes and high-end goods promoted via users’
authentic digital snaps.
Source: Euromonitor International Top 10 Global Consumer Trends for 2016.

13
5 tech trends to watch in 2016
Drone
improvements
allowing for
professional
video capturing
3D colored
retail
holograms
could change
in-store
displays
Virtual Reality
theaters
opening could
create
marketing
possibilities for
VR
Connected
home & self
provides new
data points and
e-commerce
services to
brands
AI personal
assistants will
be invaluable in
helping
marketers read
human emotion
and intuition
Source: SMG trends and insights from CES 2016

14
5 digital trends to watch in 2016
The voice of
the consumer
will be heard
Mobile
payments will
take off
Consumers will
be free with
their data
Facebook will
become nearly
entirely mobile
Mobile
commerce will
move down the
funnel
Source: eMarketer Key Digital Trends for 2016, Dec 2015

15
5 mobile trends for 2016
We will
experience life
through AR &
VR, it will take
off in 2016
Mobile will
become the
primary
platform for
video viewing
We will get
even closer to
consumers with
a wider
adoption of
wearables
Mobile will
become an
enabler of in-
store
experiences for
users
Consumers will
become
comfortable
with mobile
payments
Source: SMG Mobile Trends 2016

16
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

18
Competitive reporting in the Netherlands
0
1.000
2.000
3.000
4.000
5.000
Cinema Newspapers Online Out Of Home Magazines Radio TV
€millions
Gross Net
Media spend 2015
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, 2015 | Net spend: Nielsen Jaarrapport Netto Media Bestedingen 2015 voorpublicatie (spend collected by interviewing Dutch marketers)
For online only net spend is available.

19
Despite the economic recovery, media spend in 2016 Q1 is 2% less when
compared to 2015 Q1.
0
1.000
2.000
3.000
4.000
5.000
6.000
7.000
8.000
€millions
Gross media spend
-2% YoY+1,3% YoY +5,3% YoY -0,8% YoY-4,7% YoY
Source: Nielsen, 2011 – 2016 Q1
Gross online spend not included.

20
From 2015 Q1 to 2016 Q1 cinema, TV and out of home show the highest
growth. Cinema spend grew by 24% while newspaper spend declined by
33% in the same period.
0
1.000
2.000
3.000
4.000
Cinema Newspapers Direct Mail Door Drops Out Of Home Consumer
Magazines
Radio TV Trade Press
€millions
Gross media spend
per medium type across time
2012 2013 2014 2015 2015 Q1 2016 Q1
Source: Nielsen, 2012-2016 Q1.

21
TV still claims the largest share of gross media spend overall. Highest increase
in share of spend for cinema, TV and out of home from 2015 Q1 to 2016 Q1.
18% 17% 16% 16% 19%
13%
7% 7% 6% 4%
5%
4%
2% 2%
2%
2%
2%
2%
10% 7%
7%
7%
7%
8%
7%
6%
5%
5%
5%
5%
9%
10%
10%
11%
12%
12%
48% 49% 52% 54%
49%
55%
1% 1% 1% 1% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2012 2013 2014 2015 2015 Q1 2016 Q1
Media mix
Trade Press
TV
Radio
Consumer Magazines
Out Of Home
Door Drops
Direct Mail
Newspapers
Cinema
Source: Nielsen, 2012-2016 Q1

22
Total net spend decreased with 0.2% in 2015 (vs 2014). Internet has a
bigger share than audiovisual media and the difference is getting bigger.
26%
30%
21%
4%
5%
15%
Audiovisual media Internet Print media
Out of home Direct marketing Sponsoring
Source: Nielsen Jaarrapport Netto Media Bestedingen 2015
26%
33%
19%
4%
4%
14%
2014
€ 4,627,000,000
2015
€ 4,620,000,000

23
The online display advertising spend through programmatic channels
increased by 19% in H2 2015, totalling €104m in revenues.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
0
20
40
60
80
100
120
2013-H1 2013-H2 2014-H1 2014-H2 2015-H1 2015-H2
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 2015, March 2016

24
9% 13% 11% 15% 13%
19%
18%
18% 16%
17% 16%
16%
15%
18%
14%
16%
12%
14%
57%
52%
58%
52%
59%
51%
2013-H1 2013-H2 2014-H1 2014-H2 2015-H1 2015-H2
Allocation of display revenue per format
Video Text links/Other Interruptive Embedded (e.g. banners)
Video shows the largest growth of all display formats in 2015. Over the years the revenue of
the interruptive format is decreasing.

25
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)

26
According to the IAB, Dutch online advertising increased by 8% in
2015 compared to 2014, with a total of €1512 million in 2015
41%
15%
44%
Display
Classifieds
Search
Total online ad spend
55%
16%
16%
13%
Embedded
Other & text links
Video
Interruptive
Online display spend
2015
€1512m
2015
€615m

27
Top 10 advertisers in Q1 2016 dominated by FMCG and retail
No. Advertiser Category Gross spend
Q1 2016
1 Unilever FMCG € 43,031,443
2 Renault Nissan Automotive € 19,821,723
3 Kruidvat Retail € 19,459,263
4 Lidl Retail € 18,680,607
5 Jumbo Retail € 15,501,675
6 Vodafone Telecom € 15,485,184
7 Procter & Gamble FMCG € 15,438,679
8 Albert Heijn Retail € 14,480,873
9 Reckitt Benckiser FMCG € 14,461,270
10 T-Mobile Telecom € 12,584,681
Source: Nielsen, Q1 2016

28
Top 10 brands in Q1 2016 is dominated by retail brands
No. Brand Category Gross spend
Q1 2016
1 Lidl Retail € 18,680,606
5 Ziggo Telecom € 11,680,808
6 Renault Automotive € 11,281,736
7 Corendon Travel € 11,143,849
8 Nationale Postcode Loterij Lottery € 10,780,758
10 PLUS Retail € 9,442,914

29
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.)

30
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.

31
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. Energiedirect.nl will be the new PSV sponsor for
the coming three years.
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 | http://www.nrc.nl/nieuws/2016/04/21/na-34-jaar-philips-is-energiedirect-nieuwe-shirtsponsor-psv

32
Ziggo is entering the top 10 sponsors and shows the biggest increase
compared with 2014. This can be explained by the brands’ 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 2016 (Spend is an estimate based on input provided by advertisers. Only direct sponsor budget is included; any activation budget is excluded)

34
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

35
Watching and listening (online or offline) are most time consuming media
activities
2:42
3:04
0:43
1:06
0:18 0:18 0:20
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
Hours per day
Source: 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

36
Media consumption is high throughout the day but shows strongest peak
in the evening; listening in daytime, watching in the evening
0
10
20
30
40
Minutes
Media activities on an average day
Listening (online or offline) Watching (online or offline) Reading (paper or electronic) Communicating (through media)
Gaming (electronic) Internet other Media other

37
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 2015 I – 2015 II, base: All adults 13+ (N= 17.171)
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

39
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

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
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
Averagetimespentinminutes
Smartphone and tablet usage during the day
Smartphone '15 Tablet '15 Smartphone '14 Tablet '14
Tablet and mobile show a similar pattern in usage, with a peak late on the
evening. Time spent on both tablet and mobile increased significantly from
2014 to 2015.
Source: Media:tijd 2014, base: 13+ (N=2,989) | Media:tijd 2015, base: 13+ (N=2,953)

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)

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
The Netherlands has the 9th 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 2016
Source: http://www.internetlivestats.com/internet-users-by-country/, penetration based on total population

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 2011-2015 (N= 5,100), base: All adults 13+
* Since 2015, the diverse category is reported differently

47
Google and Facebook are leading in terms of reach across all
platforms.
No. Top 10 brands Average monthly reach* Compared to Q4
2015
1 Google (excl YT) 88%
2 Facebook 83%
3 Google Search 81%
4 YouTube 80%
5 Marktplaats 69%
6 Google Maps 69%
7 Bol.com 67%
8 Nu.nl 66%
9 Gmail 59%
10 Digid 56%
Source: GfK DAM, base: 13+, average monthly reach Q1 2016 (all platforms)

48
For smartphone apps, WhatsApp Messenger is the most successful in terms
of reach. Facebook and Google have high reach for both smartphone and
tablet.
32%
33%
38%
39%
41%
41%
42%
42%
52%
54%
Gmail
Marktplaats
Nu.nl
Google Maps
Google Search
Facebook Messenger
YouTube
Google (excl YT)
Facebook
WhatsApp Messenger
Overall top smartphone apps
Phone reach %
23%
23%
25%
28%
28%
29%
30%
41%
41%
44%
Albert Heijn
Google Maps
Bol.com
Marktplaats
Facebook Messenger
NU.nl
Google Search
YouTube
Google (excl YT)
Facebook
Overall top tablet apps
Tablet reach %
Source: GfK DAM, base: 13+, average monthly reach Q1 2016

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

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

51
The smartphone has the highest share of all communication. Communication
share of the home phone increases with age, while smartphone share
decreases.
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

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

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
97%
Households
with TV
1.6
Average # of TVs
per household
38%
Hard disc recorder
ownership 2015
22%
31%
Connected TV
penetration
2014 vs. 2015
Source: Media Standard Survey 2015
Trends and developments – I

56Source: SKO 2012 – 2016 Q1, TA: +6, Linear TV is all the direct watching
(exclusive recorded TV programs that are watched on the same day)
Average viewing time per day (NL 6+)
in 2016 Q1: 205 minutes (vs. 212
min. in 2015 Q1). There’s a high drop
(-4%) in linear TV consumption from
2015 Q1 to 2016 Q1 (to 177 minutes
per day).
Watching linear TV is still the norm,
but catch-up TV is gaining ground with
an average viewing time of 17
minutes per day in 2016 Q1 (vs. 14
minutes in 2015 Q1), which is
equivalent to 8% of total viewing time.
Non-linear viewing mostly happens
the same day.
178 175 178
168
185
177
11
11
11
11
13
11
3
4
5
6
6
84 5
5
6
6
71
2
2
0
20
40
60
80
100
120
140
160
180
200
220
2012 2013 2014 2015 2016 2015 Q1 2016 Q1
Dutchviewingtime(perday)
Linear TV
Video, DVD & HDR
Non-linear viewing
(same day)
Non-linear viewing
(one week)
Non-linear viewing
(28 days)
Trends and developments – II 196 195 199 192
212 205

57
Trends and developments – III
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 claims to have the biggest
growing Multichannel Network
(MCN) with an average reach
of 60 million impressions per
month. Recently RTL added
StukTV to its MCN. The
channel adds around 1 million
YouTube subscribers to RTL
MCN.
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/nos-kan-olympische-spelen-blijven-uitzenden | http://www.adformatie.nl/nieuws/rtl-nederland-zee-met-stuktv |
http://www.emerce.nl/nieuws/rtl-claimt-snelst-groeiende-multi-channel-network
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.
The NOS and Discovery
Networks have agreed on a
television and multiplatform
deal on broadcasting rights for
the Olympics of 2018 and
2020. Discovery acquired the
rights in 2015 and now sold a
sub-licence to NOS.

58
Trends and developments – IV
6 Dutch spoken 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 NPO2 and more
than NPO3 (6mio).

59
Trends and
developments – V
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: Kwebbelkop
Subscriptions to YT channel: 4.7 MIO
Most popular Dutch Beauty Vlog: Mascha Feoktistova
Subscriptions to YT channel: 510.1 K
Most popular YT channel in the world: PewDiePie (Swedish Gamer)
Subscriptions to YT channel: 46 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
32.9
million
cinema visitors
in 2015 (+7%)
€8.37Average price
per ticket
(+3%)
€275.6million
in ticket
revenue in
2015
Trends and developments – VI
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
STER (Dutch Government)
RTL
RTL/Triade
SBS Broadcasting
Source: retriever.nl, Q1 2016
*As of January 2016 RTL is also responsible for the advertising on the Triade channels.
Note: RTL Lounge, RTL Crime and Telekids are paid (digital) channels
Note: mostly paid (digital) channels
Dutch TV channels, with advertising possibilities (I/II)

62
Dutch TV channels, with advertising possibilities (II/II)
The Walt Disney Company Benelux
BE VIACOM
Discovery Networks Benelux
FOX International Channels Benelux
56 regional channels
Note: share a channel with Veronica
Source: retriever.nl, Q1 2016

63
BrandDeli’s market share is rising steadily, but RTL shows the biggest
growth from 2015 Q1 to 2016 Q1. This is mainly caused by RTL
acquiring the advertising channels of Triade.
Source: SKO Jan 2011 – 2016 Q1, 02.00-26.00, base: all adults 13+
0%
10%
20%
30%
40%
STER RTL* SBS BrandDeli Triade*
TV market share
2014 2015 2015 Q1 2016 Q1

64
The biggest channels NPO1, RTL4 and SBS6 all show growth. The
biggest growth factor for SBS6 is caused by acquiring Champions
League broadcasting rights
Source: SKO 2014 – 2016 Q1, 02.00-26.00 base: all adults 13+
STER RTL/Triade SBS BrandDeli Disney
0
5
10
15
20
25
%
Market share
2014 2015 2015 Q1 2016 Q1
Other

65
RTL4 remains the channel with the highest gross media spend
levels, with further growth in 2016 Q1. All BrandDeli channels grew
in media spend.
0
50
100
150
200
250
€millions
Gross media spend per channel
Q1 2015 Q1 2016
+ 9%
-20%
+ 6%
Source: Nielsen, 2015 Q1 and 2016 Q1. Gross spend for TV only.
SBSRTLSTER BrandDeli RTL/Triade
+ 4%
Disney
+ 282%

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 2016
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.
Gross spend for TV only.
Total spend 2016 Q1: € 798.265.496
Total spend 2015 Q1: € 726.813.754
Total spend 2014 Q1: € 731.618.951
Total spend 2013 Q1: € 617.507.104

67
When looking at individual brands advertising on TV, supermarket chain
Jumbo comes out on top. Overall, retail brands dominate the top 10 with
5 brands in total.
No. Brand Category TV gross spend
Q1 2016
4 Lidl Retail € 10,011,030
5 Simpel Telecom € 7,276,642
6 PLUS Retail € 7,026,057
7 Renault Automotive € 6,967,210
8 Nivea Personal care € 6,571,773
10 Opel Automotive € 5,688,039
Source: Nielsen, 2016 Q1
Gross spend for TV only.

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, 2016 Q1, all day (02:00 – 26:00), base: all adults 13+

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
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)
Since 2016 TV (all TV channels) and Commercial viewing* data is available. The next step will
then be to add international online video platforms (e.g. YouTube and Facebook). If this will be
possible isn't clear at the moment. A final step is to integrate the Online Video viewing data with
TV viewing data. SKO expect this to be available in 2017.
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 and 2015 | * Including STER, RTL, SBS, Sanoma and Disney, adding BrandDeli per October. If and when
internationals (YouTube, Facebook) will be added isn’t clear yet.
6.1% 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 confusion

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
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
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
The percentage of people who are multi tasking while watching TV has again increased in Q3 2015
and declined for Q1 2016, while the use of mobile phone is becoming more popular and is
increasing. Email, social networks, playing games, reading news and chatting are the most
popular activities while watching TV.
Source: GlobalWebIndex, 2015 Q1 – 2016 Q1, Base: Internet users NL16+
0%
10%
20%
30%
Multi tasking activities
Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Desktop
PC
e-Reader Laptop PC Mobile
phone
Tablet
device
None of
the above
Multi tasking while watching TV
Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016

75
Gender
Multitasker while watching TV: mostly 35-44 years old, medium income and
interested in travelling, TV shows/series, sports, health and food/cooking.
49% 51%
19,5% 18,8% 23,5% 22,2% 16,0%
0
50
100
150
0%
25%
50%
% Index
Source: GlobalWebIndex, 2016 Q1, Base Internet Users NL16+ (N= 801), TA: MultiTasker (N=565)
32%
45%
23% 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%
% Agree Index

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: GfK DAM, base: 13+, average monthly reach 2015 – 2016 Q1
0%
10%
20%
30%
40%
50%
60%
70%
80%
Jan '15 Feb '15 Mar '15 Apr '15 May '15 Jun '15 Jul '15 Aug '15 Sep '15 Oct '15 Nov '15 Dec '15 Jan '16 Feb '16 Mrt '16
Video on Demand – average monthly reach
YouTube RTL XL Netflix NPO gemist Vimeo KIJK.nl NLziet

77
Netflix has the highest reach particularly in the 13-19 age group. The total
reach of Linear TV viewing is still much higher compared to non-linear.
0%
10%
20%
30%
40%
50%
60%
Total 13+ 13-19 years 20-34 years 35-49 years 50-64 years 65 years and older
Monthly reach
Netflix RTL XL NPO gemist KIJK.nl
Source: DAM 13+, 13-19, 20-34, 35-49, 50-64, 65+, Jan 2016 – Mar 2016 (average monthly reach) | SKO 13+, 13-19, 20-34, 35-49, 50-64, 65+, Jan
2015 – Mar 2015, average monthly reach within the period
STER: 95%
RTL: 95%
SBS: 93%
STER: 92%
RTL: 92%
SBS: 91%
STER: 97%
RTL: 96%
SBS: 94%
STER: 100%
RTL: 98%
SBS: 96%
STER: 95%
RTL: 95%
SBS: 93%
STER: 90%
RTL: 91%
SBS: 87%

78
TV viewing on tablet or smartphone is increasing in popularity. Netflix is
the most popular on-demand media service with 21% of the people using
it in 2016 Q1.
19,2%
10,7%
3,1%
18,9%
13,0%
2,9%
21,5%
15,6%
4,6%
21,0%
11,9%
3,4%
0%
5%
10%
15%
20%
25%
Netflix RTL XL Videoland
Which of the following services have you used in the
last month?
2015- Q2 2015-Q3 2015- Q4 2016 - Q1
Source: GfK Trends in Digitale Media (N=1,151) | Source: GWI on-demand media service Q2 2015 – Q1 2016, base: NL 20-49
28%
30%
11%
18%
26%
31%
8%
24%24%
32%
12%
26%
25%
31%
14%
27%
23%
31%
15%
26%
24%
29%
15%
26%
Desktop (PC) Laptop/Netbook Smartphone Tablet
Devices used by people to watch television
Jun 13 Dec 13 Jun 14 Dec 14 Jun 15 Dec 15

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=2,953)
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
Catch-up TV has grown significantly. The programme ‘Wie is de mol?’ is the most
watched catch-up TV show in 2016 Q1.
Date Day Programme Channel Viewers
(x1000)
1 30-01-2016 Sat Wie is de mol? NPO1 685
2 08-01-2016 Fri Flikken Rotterdam NPO1 481
3 08-02-2016 Mon Dokter Deen NPO1 377
4 07-02-2016 Sun Divorce RTL4 349
5 26-03-2016 Sat De Kwis NPO1 314
6 03-02-2016 Wed Floortje naar het einde van de
wereld
NPO1 312
7 03-03-2016 Thu Over mijn lijk NPO1 309
8 07-02-2016 Sun Moordvrouw RTL4 307
9 08-02-2016 Mon Celblok H SBS6 274
10 23-02-2016 Tue De Rijdende Rechter NPO1 272
Source: SKO, trends in uitgesteld kijken via de televisie,+ 02:00-26:00 UUR, 6+, 2016 Q1

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, Q4 2015 | 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
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
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
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
Mediaspend(in€millions)
Seasonality cinema (spend & visitors)
Average visitors index 2007-2011 2014 2015 2016
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, 2014 - 2016 Q1 | Average seasonality cinema visits Jean Mineur Network 2007-2011
Gross spend for cinema only.

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
The regular cinema visitor is more male and is younger than the non-
regular cinema visitor. High social class for both visitor groups.
52% 48%
Profile regular cinema visitor*
Source: NOM Print & Doelgroep Monitor 2015 I – 2015 II, base: total NL 13+ (N= 17.171) | * 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%
30%
19%
18%
18%
11%
13-14 (index 148) 15-24 (index 205)
25-34 (index (135) 35-49 (index 73)
50-64 (index 74) 65+ (index 54)
Social
class
% Index
A 31% 142
B1 26% 116
B2 22% 108
C 9% 60
D 12% 60
Social
class
% Index
A 27% 123
B1 25% 113
B2 23% 111
C 13% 85
D 12% 61
49% 51%
4%
21%
17%
30%
19%
9%
13-14 (index 164) 15-24 (index 139)
25-34 (index (122) 35-49 (index 122)
50-64 (index 79) 65+ (index 44)

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

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
Trends and developments I
22tracks and Vice will intensify their
partnership, with more focus on
marketing and creativity. Both parties
see the benefits, particularly
because both brands complement
each other.
A deal between TMG and Talpa will
see radio stations SLAM!, Sky
Radio, Radio 538 and Radio
Veronica combined in one radio
company. With 27% market share
this could potentially become the
biggest commercial radio company
in The Netherlands. Talpa also holds
a minority stake in Radiocorp, which
operates radio stations 100% NL and
Radio 10.
Source: http://www.nu.nl/internet/4093236/spotify-integreert-elektronische-muziek-van-beatport.html | http://nieuws.tmg.nl/tmg-kondigt-strategische-samenwerking-met-talpa-aan-
op-gebied-van-radio-tv-en-ott | http://www.adformatie.nl/nieuws/radio-8fm-zenders-zee-met-e-power
Radio Veronica will start a new
station: Wave Radio. It’s established
for upcoming pop and rock talent
both international and Dutch talent.

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 and 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
Dutch radio stations, with advertising possibilities (I/II)
STER
One Media Sales
Sky Radio Group
Q-Music NL
Source: retriever.nl, 2016

93
Dutch radio stations, with advertising possibilities (II/II)
E-power advertising
Groot Nieuws Radio
FD Mediagroep
FunX
112 regional stations
22 online stations
Note: ORN (government) and E Power (commercial) take care of the sales of approximately 30 stations
Source: retriever.nl, 2016

94
ORN, E-power and NPO Radio5 have increased their market share,
while NPO Radio 2 and Sky Radio have decreased market share.
Source: NLO, based on audience of 10+, Note: % is Avg Aug-Sep‘15 vs Feb-Mar ‘16
0%
5%
10%
15%
Market share (%)
Aug-Sep 2015 Oct-Nov 2015 Dec-Jan 2016 Feb-Mar 2016
+14%
-10%
-9%
+5%
+4%

95
Top 3 stations in media spend are Radio538, Q-music and Sky Radio.
Radio10 shows the most YoY growth in media spend.
0
5
10
15
20
25
30
35
40
45
MediaSpendperStation(inMillions)
2015 Q1 2016 Q1
+5%
+63%
-16%
-7%
-25%
Source: Nielsen, 2015 Q1 – 2016 Q1
Gross spend for radio only.
+27%

96
0
10.000
20.000
30.000
40.000
50.000
60.000
70.000
80.000
90.000
100.000
GrossmediaspendX1000
2013 2014 2015 2016
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 - 2016 Q1
Total spend 2016 Q1: € 176.125.183
Total spend 2015 Q1: € 173.089.290
Total spend 2014 Q1: € 146.556.594
Total spend 2013 Q1: € 137.398.567

97
No. Brand Category Radio gross spend in Q1 2016
1 Ziggo Telecom €4,711,555
2 Renault Automotive €3,997,216
3 Kruidvat Retail €3,587,602
4 Volkswagen Automotive €2,941,928
5 Opel Automotive €2,804,541
6 Lidl Retail €2,465,748
7 Vodafone Telecom €2,382,540
8 MKB Brandstof B2B €2,090,155
9 ANWB Service €2,018,773
10 KPN Telecom €1,830,275
When looking at individual brand level in radio spend, Ziggo has the highest spend
levels followed by Renault and Kruidvat. Overall, automotive are best represented
in the top list of radio spend.

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, 2016 (jan-mar), based on 13+
Young
Male
Old
*Radio Veronica:
‘oldies’ (music more
than 5 years old)
*BNR Nieuws
Radio: News
*SLAM!:
Dance and new hits
*Sublime FM:
Jazz and/or classic
*100% NL:
Dutch
Since January 2016,
Radio 6 ceased its
radio activities. This
soul and jazz
channel is replaced
by NPO Soul and
Jazz
Female

99
Desktop and laptop getting less popular for radio usage. TV is the most
popular for digital listening.
Source: Trends in Digital Media 2015, GfK Intomart, December 2015, base: online population 13+ (N=1,151) *Claims to listen radio via device **Television was previously
reported as SettopBox. Since the December 2015 publication it’s categorized under television.
0%
5%
10%
15%
20%
25%
30%
35%
June '12 Dec '12 June '13 Dec '13 June '13 Dec '14 Juni '15 Dec'15
%Agreetolistenviadevice
Digital radio listening*
Desktop Laptop Smartphone Tablet Television** Streaming- network audioplayer

100
Most time spend on online radio via TV, followed by desktop and streaming.
Radio station apps are getting popular, although Spotify is way ahead. No
big difference between app download for Phone or Tablet.
Source: Trends in Digital Media, GfK Intomart, December 2015, base: All (n=1.151)
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
Radio 10
Radio Apps (downloaded)
Tablet (n=718)
Smartphone (n=931)
52
91
36
43
23
13
0
50
100
150
200
250
300
Average minutes per week
Desktop
TV
Laptop
Streaming-/network player
Smartphone
Tablet
Source: Trends in Digital Media, GfK Intomart, December 2015, base: owners of tablet and/or
smartphone

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.
Avg monthly reach Q1 2016
17,6%
An audio platform that enables
sound creators to upload, record,
promote and share their originally-
created sounds.
2,6%
Web-based music streaming service.
Also available on smartphone
(partner with telecom provider T-
Mobile). Spot advertising within
playlist possible.
1,3%
Source: Spotify | DAM Q1 2016 (TA 13+ N=1,091), Average monthly reach all platforms | 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

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
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, which started in
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.marketingonline.nl/nieuws/vostradamus-komt-met-onafhankelijk-onderzoek-reclamefolders
Market research bureau Vostradamus will
start an independent research into the
spread and effects of door drops in The
Netherlands. Distributors of door drops
already report the spread and effects, but
there’s no independent party doing it yet.
Vostradamus developed a research
method to monitor a panel of 75.000
unique zip codes.

105
Trends & developments – II
Publisher New Skool Media (established in 2014) has
taken-over titles Elsevier and BeleggersBelangen from
Reed Business Nederland. Last year RELX, owner of
Reed Business, announced it wanted to see Elsevier
change its name. Following this take-over that is no longer
an issue for the 70-year-old magazine.
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.adformatie.nl/nieuws/new-skool-media-neemt-weekblad-elsevier-over| 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
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
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
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
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
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.

111Source: NOM Print & Doelgroep Monitor 2015-I 2015-II, base: total NL 13+ (N=17,171)
National papers AD and Telegraaf are leading in terms of reach. Four
strong regional titles represented in the top 10.
Top 10 newspapers
in terms of audience reach
Publication type
Average issue reach amongst
NL 13+
(in ‘000s)
Average issue reach
amongst NL13+
(%)
AD National 1.383,3 9.8
De Telegraaf National 1.398,3 9.8
Metro National 1.060,0 7.4
De Volkskrant National 729,1 5.1
NRC Handelsblad National 376,5 2.6
De Gelderlander Regional 355,0 2.5
Brabants Dagblad Regional 315,1 2.2
AD Rotterdams Dagblad Regional 301,4 2.1
Trouw National 294,8 2.1
De Stentor Regional 266,5 1.9

112
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
50.8 7.192 164.997 22,9
2
NOS
39.2 5.542 187.051 33,8
3
Telegraaf
35.3 4.989 100.826 20,2
4 AD 34.3 4.854 79.893 16,5
5
RTL nieuws
23.9 3.377 26.682 7,9
6 De Volkskrant 14.3 2.016 16.557 8,2
7
NRC 14.0 1.977 11.439 5,8
8
Omroep Brabant 9.5 1.339 17.842 13,3
9
Drimble.nl 9 1.275 2.797 2,2
10 Trouw 8.2 1.156 10.049 8,7
Source: DAM, base: 13+, average reach Q1 2016 all platforms

113
0
20
40
60
80
100
120
140
Newspapers
Grossspend(inMillions)
2013 2014 2015 2016
Newspaper spend levels dip slightly in summer and rise around
Christmas. 2016 Q1 shows a significantly lower ad spend than previous
years.
Source: Nielsen, 2013 -2016 Q1
Gross spend for newspaper advertising only.
Total spend 2016 Q1: € 186.338.154
Total spend 2015 Q1: € 275.528.854
Total spend 2014 Q1: € 255.306.640
Total spend 2013 Q1: € 292.194.772

114
No. Brand Category Newspapers gross spend in Q1 2016
1 Kras Reizen Travel €8,433,859
2 Koopjedeal.nl Media €7,226,435
3 Corendon Travel €5,134,345
4 NRC* Media €4,940,407
5 Stip Reizen Travel €4,896,358
6 Molenaar Health €3,401,422
7 Familieberichtenonline Media €2,945,375
8 Bolderman Travel €2,868,134
9 Lidl Retail €2,292,783
10 Woonsquare Home and living €1,771,114
Travel brands heavily dominate the top 10 media spend in newspapers
Gross spend for newspapers only.
*NRC brand consists of all media of NRC. Most ads are for their own newspapers

115
Telegraaf and Brabant Combinatie advertising revenue drops
significantly. Most growth in media spend for Trouw and NRC.Next.
0
10
20
30
40
50
60
70
Mediaspend(inmillions)
2015 Q1 2016 Q1
-56%
+28%+33%
-49%
Gross spend for newspapers only.

116
Reading newspapers digitally is becoming increasingly common
across all platforms.
38%
20% 20%
36%
21%
23%
35%
22%
24%
39%
27%
28%
Pc/Laptop Mobile Tablet
NPDM 2013 I - 2013 II NPDM 2013 II - 2014 I NPDM 2014 I - 2014 II NPDM 2015 I - 2015 II
Source: NPDM releases: 2013 I – 2015 II, base: total NL 13+
Digital use of newspapers

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
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

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
0
10
20
30
40
50
January February March April May June July August September Oktober November December
Magazines
grossmediaspendinmillions
2013 2014 2015 2016
There is a strong seasonality pattern for magazines. It shows highest
spend levels in spring, fall and during the Christmas season.
Gross spend for consumer magazines only.
Total spend 2016 Q1: € 69.606.361
Total spend 2015 Q1: € 74.754.873
Total spend 2014 Q1: € 83.169.719
Total spend 2013 Q1: € 93.327.041

121
No. Brand Category Gross spend in Q1 2016
1 Hollands Nieuwe Telecom €1,108,316
2 Albert Heijn Retail €966,054
3 Elsevier* Media €922,828
4 Corendon Travel €855,115
5 Voordeeluitjes Travel €831,451
6 Otolift Health €755,849
7 ANWB Service €678,168
8 Cookloveshare.nl Media €649,101
9 Pharos* Travel €648,598
10 Knorr FMCG €606,666
When looking at an individual brand level in magazine spend, Hollands
Nieuwe comes out on top followed by Albert Heijn.
*Elsevier brand consists of all media of Elsevier. Most ads are for their own magazines.
*Pharos is a travel agency of ANWB.

122
Allerhande has the highest amount of media spend and shows a YOY
growth. The decrease in media spend is the highest for Veronica.
0
1
2
3
4
5
6
7
8
9
Mediaspend(inmillions)
2015 Q1 2016 Q1
+31%
-28%
+13%
-62%

123
Wegener media is number one door-to-door paper with 43,8%, which is more than 3
times bigger than Holland media combination.
29%
90%
80% 83%
73%
51%
77%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
% Total reach doordrops
Total Reach %
Source: NOM folder monitor 2016 | 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
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
Most brands are posting daily on
Instagram. The gap between posting on
Facebook and Instagram is getting
bigger. Advertising on Facebook is
decreasing. Brands post on average 10
posts a week. 78.4% of the are posting
daily content on Instagram. This
percentage is 64.7% for Facebook.
Whatsapp is now the biggest social
media platform in 2016. It is the most
popular social media tool with 9.8 million
Dutch people using it and where 7 million
people use it daily. LinkedIn, Twitter and
Google+ show decreasing daily use and
YouTube and Facebook show small
increase in daily use.
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/research/meeste-merken-posten-dagelijks-op-instagram |
http://www.emerce.nl/research/whatsapp-grootste-social-media-platform-in-2016

128
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

129
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
Q2- 2015 (n=751) Q3- 2015 (n=791) Q4- 2015 (n=752) Q1- 2016 (n=801)
Source: GlobalWebIndex, Q2 2015 – Q1 2016, Base Internet Users NL16+
In Q1 2016, there is
clear uplift in the age
groups 16-24 and 35-
44 when it comes to
the use of AdBlockers.
There is a decrease in
the use of AdBlockers
visible for the older age
groups.

130
Trends and developments III – User behavior of social media
Source: http://www.adformatie.nl/nieuws/twitter-lanceert-first-view-24-uur-take-over-met-video | http://www.emerce.nl/nieuws/youtube-begint-livestreaming | http://www.adformatie.nl/nieuws/bereik-
snapchat-stijgt-naar-29-onder-13-24-jarigen
YouTube is working on a livestream
app called YouTube Connect. This
must be a competitor of Twitters’
Periscope and Facebook Live.
YouTube Connect is going to be an
app that not only shares videos with
friends, but also posts them on
channels on YouTube itself.
Twitter launches First View, a
24hours video take-over. This is an
expansion of the existing Promoted
Video offer, where Twitter provides
advertisers to occupy the Twitter
timeline for 24 hours which is visible
for everyone who opens Twitter in
the app or at the website. First View
is a tool to generate high reach.
Snapchat is reaching more young
women than men. Also, the use
intensity of Snapchat is very high in
general. In February 2016, the reach
of Snapchat among age group 13-24
increased to 29%. This is an
increase of 8% compared to the
previous month.

131Source: 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%)

132
Facebook and YouTube are most used platforms in 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:

133
Snapchat is used mainly by the new generation (gen Z) (46% 13-19)
11% 13%
18%
6% 10% 8%
23%
46%25%
28%
32%
31%
30%
22%
34%
34%
28%
29%
29%
31%
30%
30%
23%
14%
23%
21%
16%
22% 21%
26%
16%
5%
12% 9% 5%
10% 9%
14%
5%
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: GfK DAM, base: 13+, Q1 2016 (all platforms)

134
Account ownership remains more or less stable through the year. But
within the older age groups, there’s an increase evident in active usage.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
Account ownership
2013 2014 2015 Q2 2015 - Q1 2016
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
Active users monthly
2013 2014 2015 2015 Q2 - 2016 Q1
Source: GlobalWebIndex, 2013 – 2016 Q1, Base Internet Users NL16+,

135
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
Account ownership
2013 2014 2015 2015 Q2 - 2016 Q1
A slight increase in account ownership is visible for age groups 16-24.
Ownership and active usage amongst all other age groups remain stable.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
2013 2014 2015 2015 Q2 - 2016 Q1

136
Account ownership of Instagram is overall increasing and is particularly
high for the younger age groups (16-24).
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
Account ownership
2013 2014 2015 2015 Q2 - 2016 Q1
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
2013 2014 2015 2015 Q2 - 2016 Q1
*Instagram is from Q2 2013 available

137
Account ownership and active usage for YouTube seems to increase
again.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
Account ownership
2013 2014 2015 2015 Q2 - 2016 Q1
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16+ 16-24 25-34 35-44 45-54 55-64
2013 2014 2015 2015 Q2 - 2016 Q1

138
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+

139
Worries about privacy have increased among users. Especially
Generation X and the baby boomers are worried.
44%
48%
0% 10% 20% 30% 40% 50% 60%
Worried
Worries about privacy in The Netherlands
2016 2015
Source: Ruigrok NetPanel, Whats happening online 2016, 18+ n=1,239
26%
38%
51% 52%
42% 42%
35% 34%
28%
17%
12% 12%
3% 3%
1% 2%
0%
10%
20%
30%
40%
50%
60%
Digital teenagers Millennials Generation X Babyboomers
Worried about privacy
Worried Neutral Not worried Don't know

140
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
E-commerce
E-commerce is growing with 16.5% this
year. The Dutch online shopper is
expected to spend €811 per person,
which is an increase of €26.64
compared to 2015.
Shopping on mobile
More and more consumers are using
their smartphone for online purchases.
Especially in age group 30-49
smartphones are used for online
shopping. Consumers prefer to pay via
the website provider. In February, 46%
of the consumers have used their
phone to make a purchase online.
Advertising in messenger apps
Advertising in messenger apps is a big
opportunity for marketers right now.
People are spending lots of time on
their smartphone and especially on
messenger apps. In-app advertising is
possible through banners or text ads.
Source: http://www.marketingonline.nl/nieuws/e-commerce-groeit-dit-jaar-met-165 | http://www.emerce.nl/wire/online-shoppen-smartphone-steeds-populairder |
http://www.emerce.nl/achtergrond/de-opmars-van-adverteren-in-messenger-apps-de-nieuwe-goudmijn-voor-adverteerders

143
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% 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.
1 out of 10 PC users has installed an
adblocker last year. Interest in
adblockers is not age related.
Publishers are taking action against
adblockers. This is because 85% of
their revenue comes from
advertisements. However, their
approach differs. Publisher Forbes is
using the most aggressive form of
action and therefore eliminates
adblockers.
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/een-op-de-tien-volwassen-computerbruikers-heeft-adblocker | http://www.emerce.nl/nieuws/661643

144
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

145
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%
45%
58% 58%
61%
66%
62%
66% 67%
40%
45%
50%
55%
60%
65%
70%
Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Q4 2015
Integral Ad Science Starcom NL
Viewability* stats 3 most used formats
67%
64%
59%
59%
60%
59%
69%
73%
63%
59%
64%
71%
44%
44%
41%
43%
48%
48%
43%
42%
57%
58%
55%
57%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Q1 2015 Q2 2015 Q3 2015 Q4 2015
Leaderboard Starcom NL Medium Rectangle Starcom NL Skyscraper Starcom NL
Leaderboard IAS Medium Rectangle IAS Skyscraper IAS
Source: Integral-Ad-Science reports Q4 2015; DMA viewability Benchmark stats Starcom NL; *Viewability as IAB standard: 50% of ad more than one second in view

146
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

147
Digital ad formats (I/II)
A range of digital advertising formats are used:
Source:http://nextday.media/producten/
Half-page ad
300x600
Full banner 468x60
Leaderboard 728x90
Billboard 970x250
Large rectangle
336x280
Medium
rectangle
300x250
Wide
Skyscraper
160x600
Skyscrap
er
120x600

148
Digital ad formats (II/II)
Multiple companies collaborated with IAB in a agency working group to create detailed
specifications for the units to run across screens and operating systems, as well as the mobile
web and apps.
Source: IAB http://www.iab.com/guidelines/mobile-rising-stars-ad-units/

149
42%
14%
18%
38%
44%
15%
18%
38%
46%
17%
20%
41%
49%
19%
23%
43%44%
16%
20%
40%
Social Networks Buying/selling Streaming video Searching for info
2013 I - 2013 II 2013 II - 2014 I 2014 I - 2014 II 2014 II - 2015 I 2015 I - 2015 II
Over the last two years all online activities have shown an increase in
usage. However, a decline is visible for 2015.
Online activities done ‘often’ – across time
Source: NPM 2013-I 2013-II to NPM 2015-I 2015-II

150
Most activity on PC/Laptop. Mostly same activities across platforms,
although popularity differs for each platform.
33%
33%
35%
35%
36%
37%
38%
42%
55%
58%
Searched for a product or service
you want to buy
Used a map or directions service /
app
Used an internet banking service
Visited a news website / app /
service
Uploaded / shared a photo
Used a webmail service to access,
read or send emails
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%
53%
54%
63%
64%
65%
68%
77%
77%
88%
Used a map or directions service /
app
Used an online encyclopedia such
as Wikipedia
Visited a news website / app /
service
Purchased a product online
Used a webmail service to access,
read or send emails
Used an internet banking service
you want to buy
Visited / used a social network
Visited / used a search engine
Top 10 - PC / Laptop
5%
7%
7%
7%
8%
12%
14%
14%
20%
21%
Listened to or watched a Podcast
Posted a review of a product,
company or service
Sold a product online
Posted a comment in a forum
Listened to an online radio station /
service
Uploaded / shared a photo
Played an online game
Purchased a product online
you want to buy
Top 10 - Tablet
Source: GlobalWebIndex, 2016 Q1, Base Internet Users NL16+ (N= 801), Have done in the past month

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
All devices increase their popularity as a device to go online. Most people
(76%) do have online access at home on a daily basis.
0%
25%
50%
75%
100%
Online access in %
2013 I - 2013 II 2013 II - 2014 I 2014 I - 2014 II 2014 II - 2015 I 2015 I - 2015 II
76%
9%
5% 2% 0% 0% 0% 2% 1%
5%
(Almost)
daily
4-5 days
a wk
2-3 days
a wk
Once a
wk
Once
every 2
wks
Once a
month
< once a
month
Never Don't
know
No
access at
home
Online access - At home
9%
23%
11%
4%
1% 1% 1% 3% 1%
48%
(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 2015-I 2015-II, base: total NL 13+Source: NPM 2013 I – 2013 II to NPM 2015 I – 2015 II

153
Online shopping keeps growing in revenue. 2015 showed a 17%
increase compared to 2014. In Q1 2016, Food and Near Food have
increased in revenue.
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 Q1 2016
26%
26%
26%
47%
57%
Telecom
Toys
Domestic Electronics
Shoes & Personal Lifestyle
Food & Near Food
Online
Source: Thuiswinkel Marktmonitor 2010 - Q1 2016
Online spends Q1 2016: 4.89 billion

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
Trends and developments I
Exterion is expanding its
collaboration with RET. This means
that Exterion will continue to provide
OOH campaigns in the area of
Rotterdam.
Source: http://www.adformatie.nl/nieuws/exterion-media-en-ret-verlengen-samenwerking
JCDecaux is expanding its digital
MUPI network in Amsterdam. The
OOH-operator added 3 objects to its
network.
Source:http://www.adformatie.nl/nieuws/jcdecaux-breidt-digitale-mupi-netwerk-amsterdam-
uit
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
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
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
0%
10%
20%
30%
40%
Share of gross media spend OOH
2012 2013 2014 2015 2016 Q1
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.
Gross spend for out of home only.

160
Total reach per vendor (based on all sides). Age group 20-34 has the highest
reach. For shelters Exterion, JCDecaux and Clear Channel don’t differ much in
reach. For billboards, JCDecaux has the highest reach.
Source: BRO, April 2016, database version CAFAS 20.1 | Reach is based on total sights per vendor available in CAFAS.
65%
74% 75%
64%
59%
55%
66%
73% 75%
68%
62%
57%
74%
80% 82%
75%
70%
64%
25% 26% 27% 26% 24% 23%
0%
20%
40%
60%
80%
100%
13-75 13-29 20-34 35-49 50-64 65-75
Shelters
Exterion (5,006 sides)
JCDecaux (9,027 sides)
Clear Channel (8.123 sides)
MMD (651 sides)
29% 30% 31% 30% 28% 25%
59% 61% 64% 61%
56%
52%
41%
45% 46%
41% 38%
35%
13% 13% 14% 13% 12% 11%
0%
20%
40%
60%
80%
100%
13-75 13-29 20-34 35-49 50-64 65-75
Billboards
Exterion (200 sides)
JCDecaux (745 sides)
Clear Channel (398 sides)
MMD (143 sides)

161
0
10
20
30
40
50
Outofhome
grossmediaspendinmillions
2013 2014 2015 2016
Although spend slightly increases over the year, there is not a real
seasonality pattern visible.
Total spend 2016 Q1: € 113.356.273
Total spend 2015 Q1: € 108.963.666
Total spend 2014 Q1: € 120.583.514
Total spend 2013 Q1: € 104.567.075

162
As brand, T-Mobile dominates the market of OOH spend. Telecom is
most present as category, having 5 brands in the top 10 list.
No. Brand Category Gross spend Q1 2016
1 T-Mobile Telecom € 3.312.551
2 McDonalds Fast food restaurant € 2.612.701
3 KPN Telecom € 2.594.242
4 Ziggo Telecom € 2.209.054
5 Belsimpel Telecom € 1.971.759
6 IKEA Home and living € 1.861.921
7 Aldi Retail € 1.692.157
8 Vliegtickets.nl Service € 1.629.379
9 Tele2 Telecom € 1.474.782
10 WE Retail € 1.380.567

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.

164
Beacons – consumer interaction 2.0
At 250 locations in Alkmaar and Purmerend all
outdoor objects are provided with beacons.
Exterion Media has the largest Dutch Beacon
network. Beacons are Bluetooth 4.0 channels
which can be detected by iOS and Android
apps. All interaction takes place via the app on
the user’s phone. The supplier of the app has
many opportunities to initiate actions that are
focused on place, time and the profile of the
app user.
In 2013, Apple launched their own iBeacon
system. Google has now launched their own
Beacon ‘game changer’ in 2015, called
EddyStone. It makes the deployment of
beacons unprecedentedly simple and efficient.
Source:http://www.adformatie.nl/nieuws/exterion-media-rolt-beacon-netwerk-uit | http://www.adformatie.nl/blog/eddystone-maakt-integratie-van-beacons-marketingmix-tot-kinderspel

165
Digital sites
Source: Vivaki Exchange 2016
Amsterdam
Rembrandtplein
Ziggo
Dome
Digitale mast
The Wow
Strijkijzer Den Haag
Schiphol
Astrovision
SMARTscreens

166
Street shelter (6-sheet)Mast Billboard (48-sheet 96-sheet)
Standard formats

167
Aerial advertisingA0 Sampling
Alternative formats I

168
Alternative formats II
Public transport Street objects Toilet advertising

169
MAAIKE
DE VRIES
Senior Insights & Data Manager
maaike.de.vries@starcom.nl
This media landscape presentation will be updated every quarter. For comments & questions,
please contact the Starcom Insights team. We’d love to hear from you!
SANDER
GEERLING
Insights & Data Consultant
sander.geerling@starcom.nl
WOUTER
MARTENS
Data & Business Solutions Consultant
wouter.martens@starcom.nl

171
TV audience measurement I
‘Stichting KijkOnderzoek’ (SKO) is the primary provider of the official television audience ratings in the
Netherlands.
SKO is a non-profit organization, organized as a Joint Industry Committee (JIC).
Use of Media Standard Survey for weighting
The television audience measurement provides information on how many people watched a program, when
they watch and what their characteristics are. Viewing data is collected second-by-second by means of a
metering system that is installed at 1,250 house holds (2,750 persons) which is represented for the
Netherlands.
Source: www.kijkonderzoek.nl
Ratings are reported minute-by-minute for channels received in the Netherlands
independent of the way their signal is distributed.

Dutch media landscape 2016 Q1 update by Starcom

Dutch media landscape 2016 Q1 update by Starcom

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