Netherlands Media Landscape 2014 Q4 Update

1
The Netherlands
STARCOM
Media Landscape
2014 Q4 Update

2
CONTENT
THE NETHERLANDS – GENERAL STATS & FIGURES
OVERALL TRENDS & RANKINGS
MEDIA SPEND
TIME SPEND ANALYSIS
MEDIA TRENDS INCL. MULTI SCREEN
TELEVISION
RADIO
DIGITAL
PRINT
OUTDOOR
CINEMA

3
THE NETHERLANDS
GENERAL STATS & FIGURES

4
16.193
16.902
15.500
16.000
16.500
17.000
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Nov
Population (in ‘000s)
Dutch population is still growing and getting older, with the number of single
person households increasing
2.384 2.804
4.612 4.786
2,28
2,18
1,0
1,3
1,6
1,9
2,2
2,5
0
2.000
4.000
6.000
8.000
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
juni
Averageno.ofpeopleinHH
NumberofHH(in‘000s)
Household size
Single person household Multiple person household Average no. of people in HH
Source: CBS, Statline , Q3 2014
38,6
41,0
37
38
39
40
41
42
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
juni
Average age

5
-50
-40
-30
-20
-10
0
10
20
30
2007Jan
2007May
2007Sep
2008Jan
2008May
2008Sep
2009Jan
2009May
2009Sep
2010Jan
2010May
2010Sep
2011Jan
2011May
2011Sep
2012Jan
2012May
2012Sep
2013Jan
2013May
2013Sep
2014Jan
2014May
2014Sep
Difference%positiveandnegativeanswers
Consumer confidence
In the beginning of 2014 consumer confidence was climbing back up from an
ultimate low in 2013 but in the last few months confidence is dropping again.
Source: CBS, Statline , Oct 2014
Despite the economic
crisis, disposable HH
income hasn’t actually
declined and is
increasing slightly in
2013
28,3 29,0 29,4 30,6
32,6 33,1 33,3 33,2 33,1 33,2 33,6
0
10
20
30
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
€(in‘000s)
Annual disposable HH income

6
The effects of
the difficult
economic
climate are
still felt, but
first signs of
recovery are
evident
Key Economic
Indicators NL
2011 2012 2013 2014 2015
Inflation 2.3% 2.25% 1.75% 1% 1.25%
Economic growth 1.2% -1.75% -0.75% 0.75% 1.25%
Purchasing power* -1.0% -2.1% -1.4% 1.5% 0%
Unemployed (in ‘000s) 389 469 600 620 605
Unemployment % 5.4% 5.3% 6.7% 7% 6.75%
Source: CPB, Kerngegevenstabel 2011-2015, Aug 2014 (* Median all households)

8
SoLoMo is now
Social Local Mobile
Mobile technology makes it
possible to reach people
anywhere, anytime
Social media connects
people worldwide with
events, activities and each
other
Increasing ability for brands
and organizations to
respond to people’s
whereabouts and out-of-
home activities

9Source: PWC Entertainment & Media Outlook forecast 2014-2018
Overall Digital Forecast
More than 48% of
Entertainment &
Media spend will
be Digital in 2018
More than 85% of
Dutch population
will have mobile
internet access in
2018
Glass fiber
broadband
subscriptions will
grow from 7.9% in
2013 to 93% in
2016

10
5 Tech Trends to watch in 2015
3D Printing evolving
and costs dropping
An ecosystem
developing around
Virtual Reality
Sensors digitizing
you and the world
around you
Haptics allow you to
touch the digital
world
Drones and
telepresence making
the world even
smaller
Source: SMG CES 2015 Trends

11
10 Trends for Consumers in 2015
Instant Skills
Status-hungry Prosumers will Love services that allow professional
quality output instantly
Fast-Laning
Time starved costumers expect accelerated physical service
options, especially from brands they are loyal to
Fair Splitting
Mobile paying grows but to go further brands need to add new
ways to share and split cost and add extra value in the process of
paying
Internet of Shared Things
The Internet of Things and the Sharing Economy collide to allow a
whole new world of asset sharing
Branded Government
Progressive brands will initiate undertake or support meaningful
civic transformation
Source: Trendwatching for 2015; Trendwatching.com
Post-Demographic Consumerism
It is time to throw out the traditional demographic models of
consumer behavior
Currencies of Change
In search of wellness, strength, new skills, knowledge and more,
consumers will embrace device-fueled rewards that incentivize
improving behaviors.
Sympathetic Pricing
Get ready for a wave of imaginative discounts that relieve lifestyle
pain points or offer a helping hand in difficult times.
Robolove
Many consumers will have their first encounter with a robot and
they will enjoy it.
Brand Stands
In 2015, winning brands will start contentious, painful and
necessary conversations.

12
Dutch brands
show strong
commitment
amongst the
Dutch
consumer
Source: EURIB Top 100 Indispensable Brands of 2014 (EURIB Top 100 Onmisbare Merken van 2014), n=1,001

13
A steady increase in online home shopping with a promising Q1-Q3 of 2014
7.400
8.200
9.000
9.800
10.600
9.570
6
7
8
9
10
11
12
0
2.000
4.000
6.000
8.000
10.000
12.000
€billions
Online home shopping spend People buying online
+11%
+10%
+9%
+8%
Top 5 categories with highest % of online purchase
Source: Thuiswinkel Martkmonitor 2010-2014 Q1-Q3
43,9%
45,7%
61,6%
77,3%
83,1%
Insurences
Media & Entertainment
Travel Packages
Plane tickets & accommodation
Tickets for events & attractions
Online Offline

15
Gross media spend
increased by 4% in
2014 compared to 2013.
0
1.000
2.000
3.000
4.000
5.000
6.000
7.000
8.000
9.000
€millions
Gross media spend
Source: Nielsen, 2009 – 2014, data run off on 23 January 2015
(NB: Nielsen does not report all digital spend; for example, search, social media advertising and prerolls are excluded)
+4% YoY +2% YoY -3% YoY +0% YoY +4% YoY

16
Gross investment is
increasing, although net
media spend doesn’t
show the same trend
yet
Media spend vs. industry spend
Net Media Spend
Spend data as
reported by
buying
managers
Source: Nielsen Annual Net Media Spend Report 2013
Gross investment business sector
20%
10%
5%
15%
0%
-5%
-15%
-20%
-10%

17
FMCG,
government,
retail, telecom
and media
dominate the
top of Dutch
advertisers
No. Advertiser Category Gross spend in € 2014
1 Unilever FMCG 243.534.527
2 RVD Government 176.898.640
3 Ahold Retail 146.765.765
4 KPN Telecom 137.159.497
5 AS Watson Retail 130.350.458
6 Jumbo Retail 124.002.258
7 Procter & Gamble FMCG 116.786.379
8 Persgroep Media 108.425.621
9 Liberty Media Media 97.083.245
10 Sanoma Media 94.079.733
Source: Nielsen, 2014, data run off on 23 January 2015

18
Overall, retail
dominates,
claiming the top
4 positions.
Telecom is next
with 3 brands in
the top 10
No. Brand Category Gross spend in € 2014
1 Kruidvat Retail 108.296.047
2 Albert Heijn Retail 92.929.579
3 Lidl Retail 86.471.689
6 Vodafone Telecom 57.829.984
7 Ziggo Telecom 55.800.265
8 Kras Travel 54.708.394
9 Telfort Telecom 47.798.960
10 C-1000 Retail 47.171.120

19
TV still claims
the largest
share of gross
media spend
and actually
share
increased in
2014
14% 15% 15% 16% 16% 15%
15% 12% 8% 6% 6% 5%
2%
2% 5% 7% 5% 5%
7%
7% 7% 7% 7%
7%
5%
5% 5% 6% 6%
6%
6%
6% 6% 5%
5%
5%
7%
8% 8% 8% 9%
9%
41% 44% 44% 43% 44% 47%
2% 1% 1% 1% 1% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2009 2010 2011 2012 2013 2014
Media mix
Trade press
TV
Radio
Consumer Magazines
Out Of Home
Door Drops
Internet (Online Display)
Direct Mail
Newspapers
Cinema

20
OOH and Radio
keep on
growing
steadily. TV had
a big increase
in 2014.
0
1.000
2.000
3.000
4.000
€millions Gross media spend
per medium type across time
2010 2011 2012 2013 2014

21
€ 790
€ 954
€ 1.068 € 1.158
€ 1.255
16%
19%
22%
25%
28%
0%
10%
20%
30%
0
500
1.000
1.500
2009 2010 2011 2012 2013
%oftotalnetadspend
€millions
Total internet net spend
Total internet net spend
Share of internet spend (of all net spend)
Internet spend is still steadily increasing YoY. In 2013 this increase can be
attributed to higher spend in display
€ 410 € 460 € 530 € 625
€ 520
€ 205
€ 302
€ 336
€ 338 € 544
€ 175
€ 192
€ 202
€ 195
€ 191
0
500
1.000
1.500
2009 2010 2011 2012 2013
€millions
Internet net spend per type
Classifieds, Directories, Listings Display Search
Source: Nielsen Annual Net Media Spend Reports 2010, 2011, 2012 and 2013. “Classifieds, Directories, Listings” contains spend on
peer-to-peer/2nd hand online shopping sites (e.g. Marktplaats/Ebay) or Yellow Pages-type online directories (e.g. Telefoongids)

22
Growth is
predicted in
media spend
mainly due to a
steady rise in
Internet spend
3.967
3.770 3.756
3.837
3.911
3.986
3.600
3.700
3.800
3.900
4.000
4.100
2011 2012 2013 2014 2015 2016
€millions Forecast net spend
0,8%
-5,0%
0,0%
2,2%
1,9%
1,9%
-6%
-4%
-2%
0%
2%
4%
Forecast net spend
Change (%) to previous year
Source: ZOG Adspend Forecast Netherlands – June 2014 (1980-2016)
-
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

23
In 2013, total sponsor
spend decreased with 6%
(top 100 sponsors)
compared to 2012. This is
mainly caused by less
sponsor spend in sport
Source: SponsorMonitor 2014 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded)
Total spend top 100 sponsors 2012 2013 Index
Total sponsor spend € 311,805,000 € 293,835,000 94
Average sponsor spend (per brand) € 3,118,050 € 2,938,350 94
-
100
200
300
400
500
600
Sports Art & Culture Entertainment Society Media (non-spot)
Sponsorspendinmio€
Sponsor spend 2010-2013
2010 2011 2012 2013

24
61%
9%
13%
7%
11%
Sponsor contracts
Sports Art & Culture Entertainment
Society Media (non-spot)
In 2013, 304
new (and
renewed)
contracts were
closed. In 2012,
this number
was slightly
higher (316)
Source: SponsorMonitor 2014 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded.
The total value of all contracts in 2013 was
€ 205,442,500; average € 675,797 per
contract. This means that fewer contracts
summed up to an approximately equal
amount as 2012 when the total value was €
208,297,500 (average € 659,169).

25
No. Brand Gross sponsor spend in € 2013
1 Rabobank € 36,000,000
2 Nike € 15,000,000
3 AEGON € 13,250,000
4 adidas € 10,900,000
5 ABN AMRO € 10,500,000
6 KPN € 7,600,000
7 Philips € 7,050,000
8 VriendenLoterij € 6,600.000
9 Essent € 6,100,000
10 McGregor € 6,000,000
Rabobank, Nike
and AEGON
have been the
top sponsors for
several years
Source: SponsorMonitor 2014 (spend is an estimate based on input from advertisers. Only direct sponsor budget is included; any activation budget is excluded.

27
A national Media Time Spend Study is available. This is a
collaboration between:
• Sociaal en Cultureel Planbureau
• The 3 official media audience ratings: NOM, NLO and SKO
Research study Media:tijd is released in Q2 2014
On top of the Time Spend Study, Media:tijd will
launch another study in 2015:
• A data hub to combine audience ratings in
order to analyze cross media reach
Media:Time is a unique and innovative research on media activities, media formats and
media content. This study is considered the new standard for media activities.
Source: Media:tijd 2014, TA: 13+ (N=2,989)

28
Dutch people
spend more
than 8 hours
per day on
media
0,23
0,72
0,5
0,6
0,99
1,55
3,26
2,36
8,87
10,34
0,17
0,2
0,55
0,51
0,81
1,51
0,59
4,32
8,18
11,35
0 2 4 6 8 10 12
Volunteerting
Study, school
Groceries, shopping
Care for others
On the go
Housework
Work
Leisure time
Media
Sleeping, eating and personal care
Hours per day
Main activities – Average time spent per day
Weekend Weekdays

29
Watching and
listening
(online or
offline) are
most time
consuming
media
activities
3 2,88
0,77
1,22
0,27
0,55
0,18
2,32
3,35
0,82 0,8
0,41 0,42
0,07
0
1
2
3
4
Listening
(online or
offline)
Watching
(online or
offline)
Reading
(paper or
electronic)
Communicate
(through
media)
Gaming
(electronic)
Internet other Media otherHoursperday
Media activities – Average time spent per day
Weekdays Weekend
Definitions
Listening: to radio, (own) music/audio – offline, online or apps + live or non-linear
Watching: TV-programs, videos or pictures - offline, online or apps + live or non-linear
Reading: books, magazines, newspapers, door drops, newsletters – offline, online or apps
Communicate: text messages, chat, e-mail, social media, forums, letters – offline, online or apps
Gaming: consoles or game websites - offline, online or apps – except for board games and gambling
Internet (other): online shopping, e-banking, search information - offline, online or apps
Media (other): administration on computer, installation and use software

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

31
MEDIA TRENDS, INCL. MULTI SCREEN

32
Tablet and smartphone ownership still rising, whilst purchase intent for tablets
slightly decreased. Sim Only subscriptions are growing in popularity.
7%
30%
49%
30%
48%
23%
6%
40%
56%
29%
48%
26%
5%
48%
61%
26%
47%
29%
4%
48%
63%
26%
46%
31%
0%
20%
40%
60%
80%
Purchase intent
- Tablet
Ownership
- Tablet
Ownership
- Smartphone
Mobile phone/smartphone
Prepaid
Subscription (include phone)
Subscription (Sim Only)
Device ownership & purchase intent amongst NL13+
2012-I 2012-II 2012-II 2013-I 2013-I 2013-II 2013-II 2014-I
Source: NPDM 2012-I 2012-II; 2012-II 2013-I; 2013-I 2013-II; 2013-II 2014-I

33
‘Trends in Digitale Media’
shows the same pattern.
Tablet ownership
increased with 1.3 million
new users in 2014.
6%
14%14% 14%
23%
14%
34%
14%
44%
11%
53%
9%
56%
7%
61%
6%
Own a Tablet/iPad Intention to purchase Tablet/iPad
Historical development: tablet ownership and purchase intent
June 2011
December 2011
June 2012
December 2012
June 2013
December 2013
June 2014
December 2014
7.9 million
users
Source: Trends in Digital Media, GfK Intomart, December 2014; base: online population 13+ (N=1,008)

34
93% of Dutch
households
have internet
access at home.
Internet access
‘on the go’
increases
rapidly.
90%
44%
13%
26%
4%
20%
5%
92%
45%
12%
29%
5%
28%
4%
93%
45%
14%
34%
5%
37%
4%
Internet access by location
2011 2012 2013
Source: Media Standard Survey 2011/2012/2013 (n = 5,100); Base = Total NL 13+

35
Radio and internet
popular on the go via
smartphones. TV not jet
popular on the go.
93%
34% 37%
45%
5%
14% 4%
67%
64%
27%
3% 6%
98%
34%
9% 4% 3% 2% 4%
Place of access by medium type
Internet Radio TV
Source: Media Standard Survey 2013 (n = 5,100), Base = Total NL 13+, (* location isn’t asked for each medium type)

36
Watching TV still most popular via traditional TV set, but also occurs a lot via PC/Laptop (23%).
TV via tablet is rising (17%). Internet use via mobile (49%) and tablet (35%) is also popular.
Source: Media Standard Survey 2013 (n = 5,100), Base = Total NL 13+, (* device isn’t asked for each medium type)
66%
23%
33%
12%
10%
58%
15%
33%
12%
10%
49%
9%
19%
6%
13%
35%
17%
16%
6%
5%
95%
20%
6%
5%
1%
72%
79%
Medium type per device
Laptop
PC/desktop
Mobile phone
Tablet
Traditional TV set*
TV with internet access*
Game console*
Paper*

37
Smartphone and tablet ownership increased where ownership of other devices
decrease. Overall, the couch is most favorite location for portable devices
Source: “Trends in Digital Media”, GfK Intomart, Jun 2014, base: online population 13+ (N=1,008) | * Game consoles measured since June 2014
77% 76%
61% 61%
27%
22%
0%
20%
40%
60%
80%
100%
Ownership devices
dec-12 jun-13 dec-13 jun-14 dec-14
0%
20%
40%
60%
80%
100%
Location of usage
Laptop/netbook Smartphone Tablet E-reader

38
Second screen
definition
SECOND SCREEN
Use of other screen
(smartphone, tablet, laptop)
while watching TV
TO INTERACT WITH TV PROGRAM TO DO OTHER STUFF

39
0% 10% 20% 30% 40%
None of above
Mobile Phone
Laptop
Tablet
Desktop
E-reader
Multi Tasking while watching TV
Q4 2014 Q3 2014 Q2 2014 Q1 2014 Q4 2013
Tablet and mobile show increased popularity as multitasking device. Games, email,
social network, reading news and chatting most popular activities while watching TV.
0%
10%
20%
30%
Multi Tasking activities
Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014
Source: GlobalWebIndex, 2013.Q4 - 2014.Q4, Base Internet Users NL16+

40
Based on time spend, social media, chatting and games are most popular while
watching TV
0
5
10
15
20
25
30
0
1
2
3
4
MinutesperdayLiveTV
MinutesperdayMultitasking
Multi Tasking Live TV - Time spend
Social media, forums
SMS, (online)chatting
Play online games
Live Radio
Reading newspaper
E-mail
Other websites and apps
Reading magazine
Live TVMultiTask activity

41
0
20
40
60
80
100
2010 2011 2012 2013
%
TV
TV heavy (24+ hours per
week)
TV mid (14-24 hours per
week)
TV light (0-14 hours per
week)
Time spend on internet is increasing through time, TV and Radio remains steady
0
20
40
60
80
100
2010 2011 2012 2013
%
Online
Internet heavy (13+ hours
per week)
Internet mid (5-13 hours
per week)
Internet light (0-4 hours per
week)
0
20
40
60
80
100
2010 2011 2012 2013
%
Radio
Radio heavy (20+ hours per
week)
Radio mid (5-20 hours per
week)
Radio light (0-5 hours per
week)
No big shift in time spend to TV and Radio. Although
Internet usage has grown largely from 2010 with less
people in the small usage group and more people in the big
usage group every year.
Source: NPDM releases: 2010 II – 2011 I to 2013 I – 2013 II, base: total NL 13+

42
Gender
Multitasker while watching TV: 16-34 year olds, mostly low income and
interested in sport, fashion, cars, science and movies.
50% 50%
17% 19% 23% 23% 19%
50
100
150
0%
25%
50%
% Agree Index
Source: GlobalWebIndex, 2014.Q4, Base Internet Users NL16+ (N= 761), TA: MultiTasker While watching TV (N=500)
27%
42%
31%
Low (Bottom 25% income) (index 110)
Mid (Mid 50% income) (index 106)
High (Top 25% income) (index 104)
0
50
100
150
0%
20%
40%
60%
80%
% Agree Index
Interests
Income
Age

43
Q4 2014 top 10
Many Football in the top 10 with 7 entries in the top 10.
Social TV buzz is booming, Starcom uses own tool Echo Listening to analyze social
media buzz. SPOT introduced Social TV Ratings to count tweets around TV content
Source: http://www.spot.nl/publicaties/social-tv-ratings, data collected 14 January 2014 Source: Echo Listening, Starcom NL
From Echo Listening analyses we’ve
learned that people like to talk about
(special) TV campaigns. People also like
to talk about TV campaigns via social
media. However most of the
conversations are not program related
Positie Datum Tijd Titel Zender Tweets
1 14-11-2014 20:30 The Voice of Holland RTL 4 28.153
2 13-10-2014 20:35 Ek voetbal kwal. IJsland - Nederland NPO 3 22.488
3 05-11-2014 20:40 CL: Ajax – FC Barcelona NPO 3 20.255
4 25-11-2014 20:40 CL: PSG – Ajax NPO 3 16.338
5 24-12-2014 19:30 Serious Request NPO 3 15.378
6 10-12-2014 20:40 CL: Ajax – Apoel Nicosia NPO 3 14.296
7 06-11-2014 21:00 EL: Feyenoord - Rijeka RTL 7 12.364
8 27-11-2014 19:00 EL: Feyenoord – Sevilla RTL 7 11.824
9 16-10-2014 20:30 Televizier Ring Gala 2014 NPO 1 11.333
10 16-11-2014 17:55 Studio Sport Ek Voetbal NPO 1 11.129

44
Programmatic Trading (PT) makes it possible to better monitor where and when and
to whom your ads are digitally served. PT is growing fast with 15% in 2012 to 35% in
2013 and a big rise is expected in 2014.
RTB is an online auction for an advertising space. Real Time Bidding (RTB) is
responsible for 77% in 2013 of programmatic trading in the Netherlands.
Programmatic Trading is the future of digital advertising market
Source: Deloitte Adspend 2014
Non RTB
RTB
Most of the experts are convinced that one day
RTB will be available for TV and Radio buying
as well. Within what time spend this shift will
take place is discussed al lot by experts.

45
Twitch.tv has many streams of all the popular
games and in big tournaments there are
million viewers worldwide.
Popular games are League of Legends and
Starcraft 2.
Trend: eSports viewing – Watching gamers playing video games in streams all
over the world
Source: http://www.pu.nl/artikelen/blog/hoogtijdagen-voor-esports/

47
SKO
audience measurement
in the Netherlands
‘Stichting KijkOnderzoek’ (SKO) is the primary provider of the official
television audience ratings in the Netherlands.
SKO is a non-profit organization, organized as a Joint Industry Committee
(JIC).
The television audience measurement provides information on how many
people watched a program, when they watched and what their
characteristics are. Viewing data is collected second-by-second by means
of a metering system.
Ratings are reported minute-by-minute for channels received in the
Netherlands independent of the way their signal is distributed.
Source: www.kijkonderzoek.nl, 2nd of July 2014

48
CENSUS DATA
By using VAST
technology for online
video (IAB standard)
Introduction by SKO:
1 July’14 – 1 January ‘15
PANNEL DATA
Who is watching?
What is % reach?
Start 2015
DATA FUSION
Mid 2015
ONLINE VIDEO TOTAAL
September 2015
TV TOTAL (Linear & non-linear; via TV screen)
Existing
AVTotal(Early2016)
SKO ultimate aim:
measure all online
video content (include
online vendors as
YouTube)
The core of the audience measurement is the common
currency (total viewing). The measurement includes guest
viewing in the panel households and time shifted viewing
(on the day of broadcast and the six days that follow).
SKO also investigates new ways of viewing via so-called
‘satellites’ studies that are conducted alongside the
currency measurement. This approach allows SKO to
measure new forms of viewing behaviour (i.e. online video)
without influencing the core currency data.
Source: www.kijkonderzoek.nl, 2nd of July 2014

49
STER (Dutch Government)
RTL
SBS Broadcasting
54 regional channels
Dutch TV channels, with advertising possibilities (I/II)
Source: retriever.nl, Sept 2014
Note: RTL 7; RTL Lounge and RTL Crime are paid (digital) channels
Radio and TV channels of
Dutch Public Broadcasting
are rebranded as NPO.

50
The Walt Disney Company
Benelux
Triade Media
BE VIACOM
Discovery Networks Benelux
FOX International Channels
Benelux
Dutch TV channels, with advertising possibilities (II/II)
Note: share a channel with Veronica
Note: mostly paid (digital) channels
Note: all Nick channels share one channel.
Eurosport Television B.V.

51
Due to the effect of the FIFA world cup STER market share increased in 2014. Market share RTL
and SBS decrease slightly in 2014, where BrandDeli shows a small increase.
Source: SKO Jan 2012.Q1 – 2014, 02.00-26.00 based on all adults 13 +
0%
10%
20%
30%
40%
50%
STER RTL SBS BrandDeli Triade
Market share
2011 2012 2013 2014

52
Thanks to Ned 1 the market share of the public broadcaster (STER) has increased in the
first half year of 2014. Ned 3 shows a big decrease compared to 2013.
Source: SKO 2012 Jan 2012 – Dec 2014, 02.00-26.00 based on all adults 13 +
0
5
10
15
20
25
Procenten
Market share
2012 2013 2014
STER RTL SBS BrandDeli Triade

53
0
200
400
600
800
1.000
1.200
Gross Media Spend per Channel (in Millions)
2013 2014
+97%
+271%
+252%-12%
-24%
-20% +161%
A big growth for NPO 1 in advertising revenue due to big sport events in 2014.
Overall 2014 shows a growth of 14% compared to 2013.
Source: Nielsen, 2013 – 2014, Data run off on 14 January 2015

54
0
50
100
150
200
250
300
350
400
450
Grossmediaspend(inmillions)
2011 2012 2013 2014
There is a strong seasonality in TV in which the summer period shows a strong decrease in media spend. Media spend
shows highest spend levels in spring and fall. TV vendors all uses monthly indices to reflect the seasonality influences in
their rate card.
Clear spend seasonality influences for Television.
Source: Nielsen, 2011 - 2014, Data run off on 14 January 2015

55
When looking at
individual brand
level in television
advertising,
Jumbo comes out
on top followed
by Albert Heijn
and Kruidvat all
are retail brands
4 C-1000 Retail 39.164.983
5 Nivea Personal care 35.103.482
6 Plus Retail 30.493.586
7 Renault Automotive 28.410.092
8 McDonalds Fastfood 26.650.613
9 Ministerie van Defensie Government 23.639.031
10 Staatsloterij Lottery 23.596.799
Overall, Retail brands dominate the top 10 with 5 brands.

56
Clutter of broad family/women’s channels. Kids and male channels have a more
distinct profile.
Male
Young
Old
Female
Source: SKO, 2014, all adults 13+

57
97%
Households
with TV
1.7
Average # of
TVs per
household
44%
Hard disc-recorder
ownership 2014
82%
84%
Digital TV reception
2013 vs. 2014
Source: SKO TV in the Netherlands 2014 | Media Standaard Survey 2014
TV trends and developments – I

58
Average viewing time per day (6+) in 2013: 195
minutes (196 in 2012). Viewing time appears to
stabilize at the same level as 2005 (nearly 200
minutes per day).
Watching linear TV is still the norm, but Catch-up
TV gains ground with an average viewing time
from 6 minutes in 2012 to 9 minutes per day in
2013 (4,5% of total viewing time).
22% of Dutch households have TV with internet
access
Source: SPOT TV Annual Report 2012 - 2013 | Media Standaard Survey 2014
TV trends and developments – II
Average viewing time in minutes per day

59
TV trends and developments – III
Q1 2015 RTL started a
new channel RTL Z.
In 2015 RTL Z is
broadcasting 24/7 about
the latest financial and
economic news.
Source: http://www.nrcq.nl/2014/09/18/rtl-z-wordt-24-uurs-nieuwszender; http://www.show.nl/showflits/2014/gezinsuitbreiding-voor-sbs-want-sbs9-komt-er-aan/
Also started in Q1 2015 SBS9
The SBS-group start a new channel that will focus on
movies and series.
In 2015 Eurosport joined the BrandDeli television groupNOS no longer broadcasting Champions Leaugue
starting in the football season 2015/2016. They
lost the TV Rights to SBS and Nu.nl. So starting
in August 2015 Champions Leaugue games will
be broadcasted on one of the SBS channels.

61
Two options for non-linear TV viewing:
On TV screen (set-top box with hard disk or hard disk-, video- or DVD recorder)
Non-linear TV viewing within 6 days of programming is added to the regular TV viewing ratings.
Online (Laptop/Tablet)
Per 2015 SKO is planning to deliver the first online video commercial data (census data). Census data
will be available for both traditional as non-traditional broadcasters starting in September 2015. The
next step in 2015 is to add panel data to the census data.
40% of non-linear
TV viewing is on
the same day;
28% is watched
the day after the
original broadcast
Source: SPOT TV Annual Report 2013
4.5% of total
viewing time
is non-linear
via TV screen.
VIDEO ON DEMAND
TV screen, Laptop, Tablet
and/or Smartphone. Non-linear TV-viewing
(broadcast by traditional broadcasters, i.e. RTL, SBS and Ster)
Broadcast via non-traditional broadcasters
(i.e. Netflix, Youtube, etc)
Definitions

62
0
5
10
15
20
25
NL 13+ Men Women 13-19 year 20-34 year 35-49 year 50-64 year 65+ year
Minutesperday
Non-Linear TV Other professional content User generated/youtube
Average minutes per day on non-linear viewing
Content
Little difference
between men and
woman in content
consumption.
Professional content
most popular, only
the younger target
group spend equal
time on professional
content as user
generated content

63
Main players
‘traditional’ non-linear
viewing
Harddisk recorder
‘RTL XL’ & ‘SBS Gemist’
A selection of TV content from the RTL/SBS channels. Also
includes previews of shows and a selection of movies and
series (mostly paid content). RTL is experimenting with
subscription instead of pay-per-view. Available via Laptop,
Smartphone, Tablet, Smart TV
‘Uitzending Gemist’ (NPO)
TV content from all the public TV channels. Available via
Laptop, Smartphone, Tablet, Smart TV
NLziet (NPO, RTL, SBS)
NLziet is a subscription (8,- p/m) for the three online platforms
NPO Plus, RTLXL and Kijk. Subscribers can watch all content of
Dutch TV up until 365 days after broadcasting. No advertising.
Available via Laptop, Smartphone and Tablet
Source: http://www.adformatie.nl/nieuws/bericht/npo-rtl-en-sbs-samen-in-video-on-demand, 15th November 2013 | Update July 2014

64
Main players
non-traditional
Pathe Thuis (Pathe at Home). Cinema media owner Pathe developed a platform to
watch movies at home (pay-per-movie). Available via Laptop, Tablet and Smart
TV.
Since September 2013 Netflix is active in the Dutch market. For €8.- per month
users have unlimited access to movies and series. Netflix announced to raise the
subscription price to €9,- for new users. When the new price will be introduced
yet to be announced. Available via Laptop, Tablet, Smartphone and Smart TV. In
December 2014 Netflix had 700.000 Paying subscribers in the Netherlands.
YouTube mostly user-generated content. The first paid channels have already
been introduced. Not yet in the Netherlands, but is likely that in the near future
paid channels will also be launched in the Netherlands. RTL Nederland has
announced to launch a Multi-Channel Network (MCN) at the end of 2014.
Available via Laptop, Tablet, Smartphone and Smart TV.
Videoland was once the biggest offline movie rental company in the Netherlands.
They now offer a lot of on-demand movies (pay-per-movie). Available via Laptop.
In August 2013 RTL took over Videoland.

65
The increased reach in April is
caused by the addition of
mobile data to DDMM.
Although NPO and RTL
increased strongly due to added
reach mobile, YouTube remains
main channel for video on
demand. Vimeo is growing
steadily.
Source: DDMM Oct ’13 – Nov ‘14 (TA 13+ N=1,800) From Apr ‘14 mobile and tablet numbers were added in DDMM hence the total increase
(Since aple updated iOS8 apple users are excluded from DDMM, DDMM is working on a solution).
0
10
20
30
40
50
60
70
80
okt-13 nov-13dec-13 jan-14 feb-14 mrt-14 apr-14mei-14 jun-14 jul-14 aug-14sep-14 okt-14 nov-14
Monthly Reach Video on Demand
RTL XL KIJK SBS6 / NET5 / Veronica
Uitzending gemist (NPO) Pathe (thuis & App)
YouTube Netflix
NlZiet Vimeo

66
People still watch
online Video on
Desktop/Laptop still
twice as much as on
Tablet and Smartphone
29%
9% 10%
1% 2% 3%
41%
15% 14%
3%
8% 8%
23%
15% 16%
5%
12% 11%
7%
33%
42%
52%
45% 44%
27%
19%
39%
32% 34%
Desktop/Laptop Tablet Smartphone Gameconsole Set-up Box Smart Tv
Internet
Reach for devices used by people to watch video on demand
Daily Weakly Monthly Never Don't own this device
Source: Motivaction onderzoek online video 2014

68
Radio audience
measurement
National Luister Onderzoek (National Listening Research)
Based on 7,500 respondents
Since July 2012: use of Media Standard Survey for weighting
Test with media watch (using audio-matching technique)
Aim is to calculate radio reach per minute instead of per 15-minute interval,
NLO will start testing this in 2015 in a smartphone app and if everything
goes well it will be available in 2016.
Source: NLO persbericht 15 October 2014

69
STER
One Media Sales
Sky Radio Group
Q-Music NL
FD Media Factory
Dutch radio stations, with advertising possibilities (I/II)
Source: retriever.nl, July 2014

70
Flux Media Factory
Groot Nieuws Radio
94 regional stations
18 online stations
Dutch radio stations, with advertising possibilities (II/II)
Note: ORN (government) and E Power (commercial) take care of the sales of approximately 30 stations
Note: Sales via E Power, but with national coverage
Source: retriever.nl, July 2014

71
Based on 2014 Radio 538 is market leader. Q-Music increased their market share greatly and
now placed second in Oct-Nov’14. 3FM and Radio 1 are losing market share after the summer.
Source: NLO, based on audience of 10+, Note: % is Avg Feb-March‘14 vs Oct-Nov‘14
0%
5%
10%
15%
Market share (%)
Feb-Mar 2014 Apr-May 2014 Jun-Jul 2014 Aug-Sep 2014 Oct-Nov 2014
-5%+ 11%
-5%
+ 17%
-4%
+ 19% + 15%

72
0
20
40
60
80
100
120
140
160
180
MediaSpendperStation(inMillions)
2013 2014
+36%
+146%
+8%
-10%
-8%
-17%
+23%
The three biggest radio stations by advertising revenue are Radio 538, Q-Music
and Sky Radio. Q-Music is the new big player in 2014 compared to 2013.
Source: Nielsen, 2013 – 2014, Data run off on 15 January 2015

73
0
10.000
20.000
30.000
40.000
50.000
60.000
70.000
80.000
90.000
GrossmediaspendX1000
2011 2012 2013 2014
Although the spend levels for Radio differ within the years, there seem to be clear seasonality influences. From January to
June spending slowly increase. After a dip in the summer period, the radio spending increase to their maximum in Q4 (due
to multiple top-lists and Christmas actions at the end of the year). Some Radio vendors uses monthly indices to reflect the
seasonality influences in their rate card.
Seasonality spend influences for radio.
Source: Nielsen, 2011 -2014, Data run off on 15 January 2015

74
When looking
at individual
brand level in
Radio
advertising,
Ziggo comes
out on top
followed by
Kruidvat and
Peugeot
1 Ziggo Telecom 18.322.416
3 Peugeot Automotive 11.549.977
5 Volkswagen Automotive 11.108.412
6 Renault Automotive 10.511.936
7 Citroen Automotive 9.909.900
10 Staatsloterij Lottery 8.686.919
Overall, Automotive dominates the top 10 radio spend with 4 brands.
Telecom is second with 3 brands and Retail is next with 2 brands.

75
For the older audience there is some clutter, mostly in public broadcasting stations.
A young and more female station is missing in the radio landscape
Male Female
Source: NLO, 2014, based on 13+
Old
Young

76
All commercial national radio stations are completely digital since 1st September
2013. Next to FM, these stations will also be aired on DAB+ (Digital Audio
Broadcasting). DAB+ offers better, noise-free quality and extra possibilities like a
pause-button. This opportunity makes radio more on-demand than before.
In 2014 a campaign was launched to raise the awareness of Digital Radio. To
raise the awareness of DAB+. The most famous dj’s on the Dutch radio
participated in a campaign called: ‘Let’s get Digital’ with gross spending of
approximately € 583K
All national stations on DAB+; A large campaign was launched to create to
raise awareness for Digital Radio
Source: http://www.digitalradio.nl/nieuws | Nielsen, 2014, data run off on 28 January 2015
10%
89%
1%
Gross spending
Radio
Television
Internet

77
Desktop and laptop getting
less popular for radio usage.
Mobile phone and tablets
show an increasing trend as
device for listening to digital
radio
0%
5%
10%
15%
20%
25%
30%
35%
Dec '11 June '12 Dec '12 June '13 Dec '13 June '13 Dec '14
Digital radio listening*
Desktop Laptop
Smartphone Tablet
SettopBox Streaming- network autioplayer
Source: Trends in Digital Media 2014, GfK Intomart, Dec 2014, base: online population 13+ (N=1,008) * Listen sometimes

78
Most time spend online radio via Desktop, followed by SettopBox. Radio station apps
getting popular, although Spotify is way ahead
Source: Trends in Digital Media, GfK Intomart, June 2014, base: online population 13+ who own a tablet and/or smartphone
45
53
11
23
34
59
0
50
100
150
200
250
Average minutes per week
Streaming-/network player
SettopBox
Tablet
Smartphone
Laptop
Desktop
0% 5% 10% 15% 20% 25%
Spotify
3FM
Radio 538
Q-music
Radio 2
Sky Radio
Nederland.fm
Radio 1
Radio Veronica
100% NL
NPO radio 4
Radio Apps (downloaded)
Tablet (n=617)
Smartphone (n=729)

79
Streaming music
Application-based (laptop &
smartphone) music
streaming service.
5.5 million free users
1.5 million monthly active
free users
Reach Q4 2014
26,4%
Source: Spotify; DDMM Q4 2014 (TA 13+ N=1,800) Since iOS8 apple users are excluded from DDMM (DDMM is working on a solution)
Web-based music streaming
service. Also available on
smartphone (partner with
telecom provider T-Mobile)
Spot advertising within
playlist possible.
Personalised radio station,
introduced in 2012 by Sky
Radio Group.
Club Judge (online Party/Event
platform) offers non-stop DJ-
set via My Radio
Reach Q4 2014
2,5%
Reach Q4 2014
0,8%
An audio platform that
enables sound creators to
upload, record, promote and
share their originally-created
sounds.
Reach Q4 2014
5,3%

81
STIR has stopped as the
official audience
measurement currency
in the Netherlands
STIR was the primary provider of the official audience ratings for online in
the Netherlands. As of June 2013, the Joint Industry Committee (JIC) has
stopped measuring reach figures of websites.
Dutch Digital Media Measurement (DDMM) is the new provider of the
official audience ratings for online. On 12th November, the new data for
digital media is presented. DDMM is an initiative of VINEX (online vendors)
and PMA (media agencies) using the panel and methodology of GfK.
There are some problems with DDMM since iOS8 is available on apple
products. Data from devices using iOS8 is not reliable anymore. This caused
the six big media owners (TMG, De Persgroep, RTL, NPO, Marktplaats and
Sanoma) to step out of the project of DDMM. DDMM is now called GFK-
DAM and they are working hard on a solution for the iOS8 problems. All
parties are all still in contact to see if they can return to the project after
the problems are resolved.
Source: www.stir.nl, 25th September 2013 | http://www.vinex.nl/nieuws/eerste-meetresultaten-digitaal-bereiksonderzoek-ddmm/, 12th November 2013

82
DDMM reach data is
not comparable with
previous figures due to
differences in
technology
The methodology of DDMM / GfK-DAM is different than the digital
measurement of STIR (which means reach data can not be compared).
The main differences are:
- DDMM / GfK-DAM data is weekly available in stead of monthly
- Online reach is measured from 6 years old in stead of 13 years old
- Online usage is limited to private use, not at work
Source: http://www.vinex.nl/nieuws/eerste-meetresultaten-digitaal-bereiksonderzoek-ddmm/, 12th November 2013; www.adformatie.nl/nieuws/grote-uitgevers-zeggen-contract-online-
bereiksonderzoek-ddmm-op

83
The Standard Ad Units
Source: IAB: http://www.iab.nl/onze-kennis/standaarden-en-richtlijnen/display-advertising/iab-rising-star-ad-units/, data collected on 10th December 2013
At this moment, 80% of the
display advertisements follow
the IAB standards.
To stimulate the industry and
create new possibilities for
dynamic brand advertising, IAB
US launched a new portfolio of
Standard Ad Units in February
2012. This portfolio includes
new interactive ad units which
are designed and tested by
premium vendors and agencies
of the digital world.

84
The Netherlands has the 5th highest internet penetration worldwide. Only
Iceland, Sweden, Denmark and Norway have higher penetration levels.
94,0%
0%
20%
40%
60%
80%
100%
Iceland
Norway
Sweden
Denmark
Netherlands
Finland
UnitedKingdom
Australia
NewZealand
Japan
Germany
SouthKorea
France
Canada
Austria
Ireland
UnitedStates
Argentina
Spain
CzechRepublic
Slovenia
Hungary
Lithuania
Poland
Portugal
Russia
Greece
Italy
Brazil
Chile
SouthAfrica
Turkey
China
Mexico
Thailand
Indonesia
India
Pakistan
Internet penetration in 2012 vs 20132012 2013
Source: 2012 data: eMarketer Global Digital Atlas 2012; 2013 data: Internetworldstats.com penetration based on total population

85
25%
13% 13%
36%
27%
14% 14%
36%
33%
14%
15%
37%
40%
14%
17%
38%
42%
14%
18%
38%
44%
15%
18%
38%
Social Networks Buying/selling Streaming video Searching for info
2011 I - 2011 II 2011 II - 2012 I 2012 I - 2012 II 2012 II - 2013 I 2013 I - 2013 II 2013 II - 2014 I
Over the last two years all online activities have shown an increase in usage. Social networking
became very popular: frequent usage almost doubled in 2.5 years
Source: NPDM releases: 2010 II – 2011 I to 2013 II – 2014 I, base: total NL 13+
Online activities done ‘often’ – across time

86
28
28
29
29
29
30
36
42
42
42
0 10 20 30 40 50
Brazil
Taiwan
Turkey
Thailand
France
Poland
Netherlands
UK
Canada
United States
Average hours per visitor (per month)
Countries with highest time
spent online by women
Online population is slightly more male, but on a global level Dutch women spent more time
online than in most other countries. Internet penetration only stays behind amongst 65+ and
lower educated (though showing strong growth).
Internet penetration NL 2011 2012 2013 Index (13/11)
Male 90.1% 91.1% 92.2% 102
Female 84.4% 86.7% 88.1% 104
13-17 years old 100.0% 99.6% 98.9% 99
18-24 years old 99.4% 97.6% 99.5% 100
25-34 years old 98.2% 98.0% 98.8% 101
35-49 years old 95.3% 97.8% 98.1% 103
50-64 years old 86.9% 90.0% 92.1% 106
65+ 55.0% 57.9% 61.2% 111
Low education 62.7% 66.3% 70.5% 112
Medium education 90.6% 92.5% 93.3% 103
High education 96.7% 97.4% 97.7% 101
Source: Media Standard Survey 2013 (N= 5,100)
Source: comScore data gem, based on comScore MMX, Jan 2013,
worldwide, females aged 15+

87
Mobile phone and tablet increase their popularity as a device to get online.
Most people (73%) do have online access on a daily bases.
0%
25%
50%
75%
100%
Honderden
Online access in %
2012 I- 2012 II
2012 II - 2013 I
2013 I - 2013 II
2013 II - 2014 I
73%
9% 6% 2% 0% 0% 0% 3% 1% 7%
(Almost)
daily
4-5 days
a wk
2-3 days
a wk
Once a
wk
Once
every 2
wks
Once a
month
< once a
month
Never Don't
know
No
access at
home
Online access - At home
9%
20% 10% 4% 1% 1% 1% 2% 1%
51%
(Almost)
daily
4-5 days
a wk
2-3 days
a wk
Once a
wk
Once
every 2
wks
Once a
month
< once a
month
Never Don't
know
No
access at
work
Online access - At work
Source: NPDM releases: 2012 I – 2012 II to 2013 II – 2014 I, base: total NL 13+ Source: NPDM 2013 II – 2014 I, base: total NL 13+

88
35%
39%
21%
3%
27%
40%
24%
7%
29%
34%
27%
9%
21%
32%
27%
20%
15%
29%
30%
26%
12%
28%
30%
29%
13%
24%
33%
30%
1 device 2 devices 3 devices 4+ devices
Number of owned devices
June 2011 Dec 2011 June 2012 Dec 2012 June 2013 Dec 2013 June 2014
Device ownership increased from only one in 2011 to more than three in 2014.
On average a consumers owns 3.5 devices.
Source: “Trends in Digital Media”, GfK Intomart, December 2014, base: online population 13+ (N=1,008)
Consumers own 3.5
of these devices on
average:
- PC (desktop)
- Laptop/netbook
- Smartphone
- Tablet
- e-reader
* e-reader is
measured since
December 2012

89
Google and Facebook are leading in terms of reach for all platforms combined,
Whatsapp is still growing and has a high frequency of use
# Top 10 Dgtl Brands Reach (%) Reach (‘000) # Visits (‘000) Frequency
1 Google (exl YT) 79,9 11,257 407,480 36,2
2 Facebook 76,8 10,820 1,116,028 107,3
3 Youtube 65,1 9,173 127,910 13,9
4 Marktplaats 50,7 7,146 70,790 9,9
5 Whatsapp 48,3 6,815 652,557 95,8
6 Bol.com 48,3 6,815 30,193 4,4
7 Wikipedia 45,5 6,407 31,187 4,9
8 Nu.nl 44,5 6,277 147,121 23,4
9 ING 42,8 6,035 102,077 16,9
10 Rabobank 38,4 5,408 64,068 11,8
Source: DDMM, All platforms Nov 2014, TA: 13+
(Since iOS8 apple users are excluded from DDMM, DDMM is working on a solution)
2
2
2
2
3
3
3
3
5
10
0 4 8 12
Sanoma Group
Warner Music
Telegraaf Media Group
Maker Studios Inc.
RTL Group Sites
Publieke Omroep
VEVO
Vimeo
Facebook
Google Sites
Unique Viewers (000)
Top 10 Online Video Properties
Source: comScore data gem, based on comScore VMX, Jan 2014,

90
Online display
advertising
market still
plagued by
high % of
waste*
Percentage waste
Source: MeMo² & DMA-Institute, MeMo² & DMA-Institute Benchmark. Base +5 billion impressions amongst the Dutch market
*Waste being defined as served online impressions that were served in an inactive screen (e.g.
when multiple browsers or browser tabs are open simultaneously) or above/below the fold (i.e.
when scrolling up/down and banners are served outside the screen that’s in-view)
60% 63% 66%
41% 43% 47%
40% 37% 34%
59% 57% 53%
0%
20%
40%
60%
80%
100%
2012 2013 2014 2012 2013 2014
In view > 0 sec. In view > 5 sec.
% not in-screen
% in-screen

91
Digital Trends; Google test with no adds and online web shops increase adds
Source: https://www.adformatie.nl/nieuws/google-lanceert-tool-voor-advertentievrij-internet; http://www.emerce.nl/nieuws/webwinkels-worden-concurrent-online-
mediabedrijven?utm_source=rss&utm_medium=rss&utm_campaign=webwinkels-worden-concurrent-online-mediabedrijven
Google is testing on a number of websites to get
an add free subscription for these sites. There is
a growing resistance for ads on websites and at
Spotify and Netflix people already are willing to
pay for an add free subscription.
Big online web shops try to earn more money by
adding commercial messages on their sites
based on the behavior of the consumers on their
sites. By doing this online web shops become
competitors of traditional online media channels.
Seen on Mediamarkt.nl

92
Update cookie legislation. After Hasty introduction of EU legislation in june
2012, the Dutch government has eased the legislation.
No more cookie walls a more subtle approach
seems sufficient. An information bar that tells
the visitors that cookies are placed.
No longer user permission needed for non-privacy breaking
cookies (like analytics cookies). Website has to inform
visitors about all other cookies that are placed. A subtle
notification is enough. When an user accept the cookies the
notification bar will disappear.
Cookies on mobile devices do not deliver the same
information as ‘normal’ cookies on regular desktop
websites. It depends on which software the mobile device is
running (iOS/Android) and which app is used. Although new
technology is being developed to get better and more
information from mobile devices.
Source: IAB report on Online Ad Spend, the Netherlands H1 2013 | http://www.iab.net/media/file/IABDigitalSimplifiedMobileCookies.pdf

94
Facebook seems to have plateaued at very high level. YouTube is (stable)
second network in terms of claimed usage
Source: Newcom, Dutch National Social Media Survey 2014, TA: 15+
Do you use the Social Media listed below?
80%
60%
40%
20%
0%
2011 2012 20132011 2014
53% 47%
Almost 9 out of
10 people use
Social Media

95
Facebook and YouTube are most used platforms in the year 2014
Social
media in the
Netherlands
in 2014
The absolute numbers are a projection of the results based on the following data:
Number of Dutch people Target population Dutch people15+
16.779.575 0,83
Internet penetration Population
0,94 13.067.554
Main platforms:
Upcoming platforms:

96
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Age 16-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64
Account ownership
Q1 2014 Q2 2014 Q3 2014 Q4 2014
Facebook is climbing in people owning an account but the active users are declining. Same trend between
different age groups.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Age 16-24 Age 25-34 Age 35-44 Age 45-54 Age 55-64
Active users monthly
Q1 2014 Q2 2014 Q3 2014 Q4 2014
Source: GlobalWebIndex, 2014, Base Internet Users NL16+ (N=761), Active user ‘Have done in the past month’

97
11 13
23
7 10 7
23
52
25
28
34
32 30
25
30
33
29
29
25
32 33
32
24
10
24
21
15
23 21
25
17
5
11 8 4 7 7 11
6
Facebook Twitter Instagram Linkedin Pinterest Google+ Tumblr Snapchat
Age distribution of social networking sites in NL
65+
50-64
35-49
20-34
13-19
Snapchat is used by very young people (52% 13-19).
Source: DDMM, November 2014, 13+ (Since iOS8 apple users are excluded from DDMM, they are working on a solution)

98
Social Media users in the Netherlands: All layers of society use Social Media,
but privacy concerns are still an issue
Hesitants
4.6 million
Convinced
3.5 million
Dedicated
2 million
Sceptic
3 million
Limited use of Social Media
Neutral attitude towards Social Media
Hesitant about future role
Limited or no use of Social Media
Social Media is a distant concept
No confidence whatsoever
Active on several platforms
Relatively confident
A part of life
More than average use of Social Media
Confident in increasing role Social Media
Open to new developments

100
Smartphone penetration is further increasing to 76%
39%
45%
48%
58%
65% 67%
70%
76%
0%
20%
40%
60%
80%
Historical development of smartphone penetration in NL
9.9
million
Smartphone users

101
All age groups become more mobile through time. Across all groups an
increased tablet penetration is evident
0%
25%
50%
75%
100%
Men
Women
Age 13-34
Age 35-49
Age 50-64
Age 65+
% uses a smartphone jun-11
dec-11
jun-12
dec-12
jun-13
dec-13
jun-14
dec-14
0%
25%
50%
75%
100%
Men
Women
Age 13-17
Age 18-34Age 35-49
Age 50-64
Age 65+
% uses a tablet

102
0
1
2
3
4
5
Averagetimespendinminutes
Smartphone and tablet usage during the day
Smartphone
Tablet
Tablet and mobile usage show biggest gap during daytime; mobile is used on
the way and at work; tablet mainly at home

103
Main mobile phone activities are calling, text messages, chat, internet, e-mail,
camera and social media
80%
74%
29%
12%
19%
37%
49%
10%
72%7%44%
70%
17%
83%
71%
29%
74%
Mobile activities
Internet E-mail
Video TV
Radio Navigation
Games As e-ticket
Camera Books
Online banking Social media
Online shopping Call
Text messages Music
Chat

104
Main tablet activities are internet, e-mail, games and social media
90%
73%
32%
32%
15%8%61%
3%
38%
20%
37%
68%
33%4%2%16%8%
Tbalet 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

105
The Standard Ad Units – Mobile and tablet Display
Source: IAB website: http://www.iab.nl/2014/06/12/iab-taskforce-mobile-past-mobile-advertising-standaarden-aan-2/, data collected on 30th June 2014
The usage of mobile internet and
smartphone apps increased significantly in
the past few years. This has led to the fact
that mobile advertising became a
substantial component of the online
advertising market.
As a result of the expanded market, IAB
defined guidelines for standardization.
Display banner Smartphone
Smartphone standard:
Single: 640 x 100
Double size: 640 x 200
Half page: 640 x 500 / 640 x 480
Full page: 640 x 960
Tablet standard:
Medium rectangle: 600x 500
Floor ad: 728 x 60
Full page (portrait): 1536 x 2048
Full page (landscape): 2048 x 1536
Leaderboard: 728 x 90

106
Mobile and In-app is showing high growth in 2013.
Website/browser
Display advertising revenue per medium Breakdown Mobile website and In-app
2013
Mobile website
& In-app
E-mail
4%
9%
87%
2011 2012 2013
In-app
Mobile website
1,4%
1,2% 1,6%
1,6%
4,7%
5,3%
Source: IAB report on Online Ad Spend, the Netherlands 2013

107
Most activity on PC/Laptop. Mostly same activities at different platform,
although popularity activities per platform differs.
17%
19%
19%
21%
22%
23%
28%
28%
29%
32%
Watched a video clip
Search for product or service to buy
Used Instant Messenger
Reviewed a product or brand online
Uploaded photos online
Managed your social network profile
Used a social networking service
Checked the weather online
Used Webmail
Used internet banking
Top 10 - Mobile
34%
34%
46%
46%
52%
52%
53%
57%
58%
73%
Uploaded photos online
Used Webmail
Purchased a product online
Top 10 - PC / Laptop
9%
9%
9%
10%
10%
11%
14%
14%
14%
15%
Purchased a product online
Checked information on music, leisure
or entertainment
Used Webmail
Top 10 - Tablet
Source: GlobalWebIndex, 2014.Q4, Base Internet Users NL16+ (N= 761), Have done in the past month

108
Apps are main platforms for mobile usage, especially for smartphones
Source: DDMM, average monthly reach Q4 2014, TA:13+ (Since iOS8 apple users are excluded from DDMM, DDMM is working on a solution)
25%
30%
31%
37%
38%
39%
46%
60%
Nu.nl
Gmail
Google Search
Google Maps
Youtube
FB Messenger
Facebook
Whatsapp
Overall top smartphone Apps
Phone reach %
16%
17%
19%
21%
22%
23%
32%
36%
Nu.nl
Candy Crush
Gmail
FB Messenger
Google Maps
Google Search
Youtube
Facebook
Overall top tablet Apps
Tablet reach %

109
In media apps both on mobile and on tablet Nu.nl and Youtube are most widely
spread
6%
8%
8%
8%
10%
12%
16%
20%
31%
33%
Google Play Music
NPO (uitzending gemist)
RTL XL
Ad.nl
Teletekst
De Telegraaf
NOS
Spotify
Nu.nl
Youtube
Top 10 Media apps - Mobile
11%
11%
12%
17%
18%
18%
19%
20%
30%
37%
Netflix
Teletekst
Ziggo
De Telegraaf
NPO (uitzending gemist)
RTL XL
NOS
Spotify
Nu.nl
Youtube
Top 10 Media apps - Tablet
Avarage # of
apps on
Mobile: 26
Avarage # of
apps on
Tablet: 25

111
NOM
audience
measurement in the
Netherlands
‘Nationaal Onderzoek Multimedia’ (NOM) is the primary provider of the official print
audience ratings in the Netherlands. NOM is a non-profit organization, organized as
a Joint Industry Committee (JIC). The print audience measurement (NPM) provides
information on reach and profile of more than 200 newspapers and magazines.
Yearly, a quantitative research among 21,000 respondents takes place to measure
print reach, but also other (perceived) media-usage.
Source: http://www.nommedia.nl/, 21th October 2014
In 2014 a new type of measurement was introduced by NOM. They
created a model that predicts the Opportunity To See Advertising (OTSA).
In 8 product categories it is now possible to see for each print title the
predicted advertising reach in absolute figures and in percentages
Per 1 January ’15 HOI is merged with NOM. HOI was
the institute for certified circulation. Per 1 January HOI
will continue as a certification mark as part of NOM.

113
Newspapers print circulation still decreasing (-8% 2013 vs 2012), but e-paper*
gains terrain in newspaper landscape
0
500
1.000
1.500
2.000
2.500
2005 2006 2007 2008 2009 2010 2011 2012 2013
Quarterly circulation figures (in ‘000s)
National newspapers Regional newspapers Free sheets E-paper
Source: HOI, audited circulation figures for all paid-for and free-of-charge titles. Based on print only up until FY 2012. From 2013 unwards based on print total (print only + combi print +
replica). *E-paper refer to the exact digital copy of a newspaper, e.g. in pdf-format, which can be accessed via the newspaper’s website, via an email download link or via a mobile app.
NB: This does not include a newspaper’s regular website or mobile site (Digital only replica and Digital only non-replica)

114
Title Total circulation
2012
Total circulation
2013
% change total
circulation YoY
Total circulation
2014 Q3
De Telegraaf 582,582 533,227 -8% 526,490
AD 420,977 411,772 -2% 400,836
De Volkskrant 260,708 255,097 -2% 255,471
NRC Handelsblad 199,359 189,979 -5% 165,342
Trouw 104,155 102,768 -1% 106,066
NRC.Next 79,387 62,965 -21% 44,836
Het Financieele Dagblad 54,678 53,861 -1% 48,519
Reformatorisch Dagblad 50,248 48,361 -4% 45,980
Nederlands Dagblad 26,039 23,761 -9% 21,791
1,780,145 1,681,791 -5% 1,676,167
Source: HOI, audited circulation figures. Based on print only (all paid-for and free-of-charge circulation).
All newspapers have dropped based on circulation in 2013. Despite a 8% drop
in circulation, De Telegraaf remains the biggest newspaper. NRC.Next shows a
big decrease in circulation.

115
Online reach of news sites is bigger than traditional print. Nu.nl and NOS have
a higher online reach compared to the two main newspaper sites (Telegraaf and
AD)
# Top 10 online News
brands
Reach (%) Reach (‘000) # Visits (‘000) Frequency
1 Nu.nl 57,5 8,100 466,127 57,5
2 NOS 51,6 7,274 388,901 53,5
3 AD 49,9 7,032 200,560 28,5
4 Telegraaf 50,5 7,116 211,940 29,8
5 RTL nieuws 36,7 5,179 72,599 14,0
6 de Volkskrant 22,7 3,204 32,753 10,2
7 Metro 18,9 2,665 9,796 3,7
8 NRC 16,5 2,320 11,179 4,8
9 Sp!ts 11,6 1,631 5,440 3,3
10 Trouw 10,3 1,455 6,526 4,5
Source: DDMM, All platforms Q4 2014, TA: 13+ (Since iOS8 apple users are excluded from DDMM, DDMM is working on a solution)

116
-
20
40
60
80
100
120
140
January February March April May June July August September Oktober November December
Mediaspend(inMillions)
2011 2012 2013 2014
In the summer period there is a small decrease in spend. Spend also increases leading up to the Christmas season
Seasonality spend influences for newspapers.
Source: Nielsen, 2011 -2014, data run off on 15 January 2014

117
When looking
at individual
brand level,
Kras comes out
on top followed
by NRC and
Lidl.
No. Brand Category Gross spend in € 2014 1HY
1 Kras Reizen Travel 52.218.808
2 NRC Media 41.916.686
4 Stip Reizen Travel 24.876.286
5 RVG Communicatie Media 23.642.276
7 Corendon Travel 20.524.456
8 Molenaar Health 17.565.763
9 Aldi Retail 17.203.043
On category level Travel has 3 brands in the top 10. Media, Telecom
and Retail all have 2 brands in the top 10

118
0
20
40
60
80
100
120
140
160
180
Mediaspend(inmillions)
2013 2014
+23%
+22%
+39%
-14%
-39%
-23%
Telegraaf and Brabant Combinatie stay on top. Local daily newspapers are well
represented.

119
Title Media owner /
Publishing house
Sales house Distribution
Metro
Telegraaf Media Nederland /
Landelijke Media B.V.
Telegraaf Media
Nederland
National distribution & special editions in
Amsterdam, The Hague, Rotterdam
Since 1 October, only 1 free sheet is left: de Spits has been integrated in the
Metro, it remains in the ownership of Telegraaf Media
Telegraaf Media also started with the tabloid format for the de Telegraaf as the last of all the
main newspapers in The Netherlands (only Financieel Dagblad is still in Broadsheet format)

120
Use of newspapers on Digital platforms
36%
17%
15%
38%
20% 20%
36%
21%
23%
Pc/Laptop Mobile Tablet
Daily use
NPDM 2012 II - 2013 I NPDM 2013 I - 2013 II
NPDM 2013 II - 2014 I
0%
2%
4%
6%
8%
10%
12%
14%
Less than once
a month
Once a month
Once every two
weeks
Once a week2-3 days a week
4-5 days a week
6-7 days a week

121
Blendle is a new platform for quality content. For a
small fee subscribers are one click away to buy articles
from several newspapers and magazines. Articles are
ranged from 15 cents for a small article to almost an
euro for a long read. Blendle received an investment of
3 million dollar expanding in other countries by the
New York Times and the Springer media group.
On 11-12-2014 Two big publishers Wegener and De
Persgroup announced they will merge together in one
company called: De Persgroep Nederland.
New media development: pay-per-article and a fusion of two media companies
Source: http://www.nu.nl/media/3913043/blendle-krijgt-3-miljoen-van-new-york-times-en-axel-springer.html; http://nederlandsmedianieuws.nl/media-nieuws/De-Persgroep-en-Wegener-
fuseren-tot-%C3%A9%C3%A9n-bedrijf.html

123Source: Retriever, July 2014 | HOI Q1 2014 (audited circulation figures)
Fact Sheet Consumer
Mags
Circa 1,380 consumer magazine titles registered by Retriever,
only 214 have audited circulation figures by HOI
Based on the 214 audited titles
Total circulation (incl. free circulation) = 24.0 million
Paid circulation = 14.7 million
This can vary strongly by category, e.g.
• Subscriptions important to Management, Sports , Family & Celebrity
and Radio & TV listings
• Newsstand sales important to Culinary, Mind & Body and Women’s
• Beauty care brands are the top magazine advertisers

124
0
1000
2000
3000
4000
5000
6000
2009 2010 2011 2012 2013
Quarterly circulation figures (in ‘000s)
Culinary mags (incl sponsored)
Family & celebrity
Women's
TV listings
Home decoration, gardening & DIY
Kids & youth
Special interest
Parenting
Sports
Management
Other
Magazine circulation also decreasing slowly but steadily (-6% YoY); home
decoration, gardening and DIY shows uplift in 2013
Source: HOI, audited circulation figures. Based on all paid-for and free-of-charge circulation.

125
Top 10 magazine titles
in terms of circulation
Publication type
Total circulation
2012
Total circulation
2013
% change total
circulation YoY
Total circulation
2014 Q3
Kampioen Family 3,540,991 3,529,929 0% 3,568,743
Allerhande* Sponsored mags 2,276,028 2,276,768 0% 1,994,806
Boodschappen* Sponsored mags 1,955,874 1,963,050 0% 1,965,792
SPOOR Sponsored mags 1,306,852 1,302,667 0% 1,198,851
Eigen Huis magazine Home deco/gardening/DIY 694,817 706,008 2% 701,031
Vrouw Women's 683,466 626,594 -8% 623,239
Veronica Magazine TV listings 707,510 592,725 -16% 462,287
Zorgbelang Special interest 508,935 509,810 0% 511,451
Film1 Sport1 Gids TV listings 465,022 454,524 -2%
Libelle Women’s 405,558 377,441 -7% 350,610
Total (across all titles) 29,846,651 25,260,696 -15% 20,390,805
Source: HOI, audited circulation figures. Based on all paid-for and free-of-charge circulation.
Sponsored magazines have the highest circulations. Veronica shows a big
decrease in circulation.

126Source: NOM Print & Doelgroep Monitor 2013-II 2014-I, base: total NL 13+ (N=21,065)
Women’s,
family &
celebrity titles
have highest
reach
Top 10 magazine titles
in terms of audience reach
Publication type
Average issue reach
amongst NL 13+
(in ‘000s)
Average issue reach
amongst NL13+
(%)
Kampioen Family/celebrity 5,304 37,6
Allerhande Sponsored 4,245 30,1
Libelle Women’s 1,914 13,6
Veronica TV listings 1,693 12,0
Donald Duck Kids/youth 1,606 11,4
Privé Family/celebrity 1,264 9,1
Vrouw Women’s 1,264 9,1
Margriet Women’s 1,286 9,1
LINDA. Women’s 1,133 8,0
Quest Science 1,079 7.7

127
-
10.000
20.000
30.000
40.000
50.000
60.000
2011 2012 2013 2014
There is a strong seasonality in magazines in which the summer period shows a strong decrease in media spend. It shows
highest spend levels in spring, fall and during the Christmas season.
Seasonality spend influences for consumer magazine titles.
Source: Nielsen, 2011 -2014, data run off on 21 January 2015

128
1 Sanoma* Media 6.505.387
2 ANWB Transport 5.339.856
3 Andrelon Health 4.455.681
4 Hollandse Nieuwe Telecom 4.378.225
5 Vrouwonline Media 4.171.614
6 SBS6 Media 4.155.486
7 Voordeeluitjes Travel 3.656.034
8 Elsevier Media 3.558.472
9 Becel Food 3.357.648
When looking at
individual brand
level in Magazines
advertising,
Sanoma comes out
on top followed by
ANWB and
Andrelon
Overall, Media dominates, with 4 brands amongst the top 10.
*Sanoma brand consists of all media of Sanoma. Most ads are for their own magazines.

129
0
5
10
15
20
25
30
35
Mediaspend(inmillions)
2013 2014
+8%
+28%+15%
-16%
-10%
-24%
In advertising revenue Allerhande is on top in 2014 and grew slightly compared
to 2013.

130
Use of Magazines on Digital platforms
12%
4% 6%
13%
5%
8%
12%
5%
8%
Digital use Magazines
NPDM 2012 II - 2013 I NPDM 2013 I - 2013 II
NPDM 2013 II - 2014 I
0%
1%
2%
3%
Less than once
a month
Once a month
Once every two
weeks
Once a week2-3 days a week
4-5 days a week
6-7 days a week

131
Sanoma Media
Nederland
In October 2013, Publisher Sanoma announced a large reorganization.
- Sanoma will focus on 17 titles:
o Libelle, Margriet, Flair, Viva, LINDA, Flow, Story
o Donald, Tina, Zo Zit Dat, Fashionista
o Ouders van Nu, Kek Mama
o VT Wonen, Ariadne at Home, Eigen Huis & Interieur
o AutoWeek
- In June 2014, Sanoma announced it has sold 19 titles to New Skool Media.
The transition of the following titles will be finalized Q4 2014:
Home and Garden, Seasons, Knipmode, Knippie, MOTO73, MOTOR, Formule1,
Truckstar, Babygids, Roots, delicious., Vorsten, KIJK, Know How, ZIN, Fiets, FietsActief,
Procycling en Zeilen
- In July 2014, cluster Men is sold to Pijper media
Nieuwe Revu, Panorama, Playboy
- Sanoma has ended publication of magazines FAB and Nusport, both titles
are now digitally exploited
Source: Persbericht – Sanoma Media Netherlands bereikt overeenstemming over verkoop 19 titels, 06th June 2014 | Retriever, 29th September 2014

132
Wendy, new feel good glossy around Wendy van Dijck
Circulation: 100.000 | 1/1 page FC’15 € 10,000 | 4 x year
Harpers Bazaar, world famous fashion magazine started in the fall of 2014 in the
Netherlands
Circulation: 80.000 | 1/1 page FC € 12,500 | 10 x year
Gloss, new magazine about national and international stars focusing on women 35-55
Circulation: 90.000 | 1/1 page € FC 5,000 | every two weeks
Introductions
Source: Retriever January 2015

134
In September 2011, the new currency for audience measurement was launched
for OOH: VAC, the visibility adjusted contact.
Compared to former audience measurement approaches,
VAC is based on a new way of measuring:
Inventory and classification of street objects;
Measuring of all traffic;
Field research to travel behaviour;
Measuring 13-75 year olds;
Differentiates between location of objects (near pathway, railway stations, shopping centres,
supermarkets, parking garages, petrol stations and traffic advertisement)
Audience measurement for OOH – from OTS to VAC
Source: Het Buitenreclame Onderzoek 2011

135
For this study the Netherlands was divided
into 30 regions, each one around a city
with at least 75,000 inhabitants.
Each of the individual regions/media owner
packages can be analyzed via specialist
software (CAFAS) that is accessible to all planners.
VAC data available via CAFAS software
Source: Het Buitenreclame Onderzoek 2011
Due to conflicting interests,
Interbest stopped participating
as of 1st March 2013.

136
Fact Sheet
Outdoor
Shelters (6-sheets), billboards (48s and 96s) and Masts are the most widely used
formats.
Street shelters (6-sheets) and billboards are in the hands of 4 major players.
summer time high(er) discounts are possible whilst advertisers benefit from
more daytime light
(= more people out and about in the streets)
High variety in outdoor media objects and sizes; number of digital objects is
increasing. Growing offer of digital screens and incorporated technology allow
interaction with target audience (e.g. via Bluetooth, QR codes and NFC)
JCDecaux will introduce a starting price with indexnumbers in 2015 as the first
of the OOH players. Also JCDecaux is rumoured to try to buy Clear Channel and
becoming the biggist OOH player in the world.

137
Company Objects
JCDecaux Ad shells/6s, billboards, odd-sized objects
ExterionMedia Ad shells/6s, billboards, buses/trams, railway stations
Clear Channel Hillenaar Ad shells/6s, city cells, billboards, masts, parking garages, schools, metro stations
Interbest Masts near highways
Azero A0 posters
Centercom Posters and LCD screens in shopping centres and supermarkets and A0 posters
MMD Media Various media at local airports, ad shells in bars, clubs, discotheques, cinemas, sport clubs,
petrol stations, billboards
Schiphol Media Big variety of media at Schiphol Airport Amsterdam
OV Media & Triple Media Buses, A3 posters in buses
Altermedia A3 posters indoor (cafes, bars, cinemas), taxis, sampling, car2go/cargohopper
Boomerang Media Freecards
Outdoor Media Owners
Source: Retriever, June 2014

138
Outdoor market dominated by 4 big players, JCDecaux, ExterionMedia, Clear Channel and
Interbest. Overall media spend for OOH increased in 2014 with 5% and all players increased.
Source: Nielsen, 2011 – 2014, data run off on 6 November 2014
0%
10%
20%
30%
40%
Share of gross media spend OOH
2011 2012 2013 2014
Total Spend 2011: € 415,235,318
Total Spend 2012: € 468,007,528
Total Spend 2013: € 477,697,912
Total Spend 2014: 505,435,502
Others
€

139
Shelters and billboards – reach main package per vendor
Source: CAFAS, June 2014, database version 13.0.q3 | Reach is based on biggest package per vendor available in CAFAS.
0%
20%
40%
60%
80%
13-29 20-34 35-49 50-64 65-75
Exterion
JC Decaux
Clear Channel
Centercom
Shelters
0%
20%
40%
60%
80%
13-29 20-34 35-49 50-64 65-75
Exterion
JC Decaux
Clear Channel
MMD
Billboards

140
Since 21st January 2014, CBS Outdoor is internationally rebranded as Exterion Media.
The change follows the acquisition of CBS Outdoor International in September by Platinum Equity, a private
equity firm specialized in mergers, acquisitions and operations.
CBS Outdoor International to rebrand as Exterion Media
Source: http://www.cbsoutdoorinternational.com/About-Us/Press-Centre/Press-Releases/CBS-Outdoor-International-to-rebrand-as-Exterion-Media/

141
-
10.000
20.000
30.000
40.000
50.000
2011 2012 2013 2014
No clear seasonality influences for OOH.
Source: Nielsen, 2011 – 2014, data run off on 10 November 2014
No real seasonality influences. Although spend show a small increase during the year. Despite there is no real seasonality
influence, JCDecaux introduce season based indices.

142
1 McDonalds Fastfood 12.666.030
3 Belsimpel.nl Telecom 9.837.814
5 Samsung
Consumer Electronics 8.119.161
7 Schiphol Travel 7.260.066
8 Tix.nl Travel 6.302.114
9 Corendon Travel 6.227.513
10 Rabobank Banking 6.129.918
Looking at an
individual brand
level
McDonalds
dominate the
market of OOH
spend.
Overall, Telecom and Travel dominate both having 3 brands in the top 10.

143
NFC (Near Field
Communication)
By implementing a NFC chip in
an ad shell, consumers are able
to respond directly with their
smartphones. The options to
include are video/audio, buying,
store locator, voucher and apps.
Web enabled objects
Interactive ad shells, like live
video feed, digital screens or
cameras.
The digitalization of OOH offers many opportunities to interact with consumers
Digital Flagship Store or Online
Shopping Ad shells
With apps like Layar or QR
codes consumers can directly
buy products from stickers on a
store or ad shell
Augmented reality
Creating augmented reality
concepts focus on
interactive content

144
Top 6 lessons for brands creating experiences for millenials, moms and
men while ‘on the go’
Millenials Moms Men
Source: SMG proprietary qualitative research, Human Experience Centre – On the Go e-commerce, June 2014
1. DESIGN AROUND THE SHOPPING
OCCASSIONS OF OTHERS
2. DESIGN FOR SPONTANEAITY, NO
IMPULSIVITY
3. TRAVEL TIME IS A BRAND’S PLAYGROUND
5. EMBRACE THE JOY THAT TECHNOLOGY
ITSELF CAN BRING
6. BALANCE KNOWING ME AND SUPRISING ME
4. HELP GUYS CREATE A SECOND SELF
1. TURN WASTED TIME INTO WANTED
TIME
2. MAKE SHOPPING LISTS A TEAM SPORT
3. REMOVE STEPS FROM HER EVERYDAY
CHORES
5. MAKE QUEUES A THING OF THE PAST
6. MAKE TRYING ON FUN
4. ELEVATE HER SMART SHOPPING STATUS
1. TAKE A LOAD OFF
2. EMPOWER THEM WHEN THEY ARE IN A
BIND
3. CUSTOMISE TO ALLOW FOR FLEXIBILTY
5. TRANSFORM ALL TRAVEL TIME INTO
ACTIVE TIME
6. BLEND THE BEST OF BOTH WORLDS AND
GIVE THEM A BONUS
4. PROVIDE ‘PRIVATE SOCIABILITY’

145
New digital sites
Source: Vivaki Exchange new in 2014

147
30.8million
cinema visitors in
2014 (+0.0%)
€8.12Average price per
ticket (+,02%)
47%visits the cinema
at least once every
6 months
In 2014 Cinema visitors remained at the same level as 2013, the total number of
cinema visitors is at a historically high level (previously seen in 1978)
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of
Cinema Media Owners), annual report 2014 press release www.adformatie.nl/nieuws/bioscoopbezoek-blijft-gelijk-2014 | NOM Print & Doelgroep Monitor 2013 II – 2014
I, N= 21,065

148
Number of cinema visitors is increasing in line with the number of film releases
per year
-
100
200
300
400
0
5
10
15
20
25
30
35
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
#Cinemas&FilmReleases
Visitorsinmillion
# Visitors (million) # Film releases # Cinemas
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association) and Nederlandse Vereniging van Bioscoopexploitanten (Dutch Association of
Cinema Media Owners), annual report 2013

149
0
50
100
150
200
250
300
0,0
0,5
1,0
1,5
2,0
2,5
3,0
3,5
Visitorsindex
Mediaspend(inMillions)
Average vistors index 2007-2011 2011 2012 2013 2014
Not a clear seasonality is visible in ad spend for Cinemas only a steady rise in December is visible. Also visitor index and
spend doesn’t show a similar pattern.
Seasonality influences for Cinema.
Source: Nielsen, 2011 -2014, data run off on 23 January 2015 | Average seasonality cinema visits Jean Mineur Network 2007-2011

150
The Dutch film Gooische Vrouwen was the most populair and most profitable
film in 2014
Gooische Vrouwen was the most
populair movie in 2014, 1,182,335
Visitors have seen this film on screen
(10,1 million at Box Office)
The Hobbit (3D): Battle Of The Five
Armies, was the second most popular
movie, 833.448 visitors have seen this
film. (8,5 million at Box Office)
The Wolf of Wall Street
was the third most popular movie;
670.755 visitors.
(5,9 million at Box Office)
Source: Nederlandse Vereniging van Filmdistributeurs (Dutch Film Distributors Association), Press release January 2015

151
FREQUENCY CINEMA VISITS PER MONTH
Target audience Visits per month
(x 1,000)
Visits per month
%
Total 13+ 900 6,4
Men 484 7,0
Women 416 5,8
Age
13-19 190 14
20-34 338 11
35-49 159 4,4
50+ 213 3,6
Level of wealth
1 (high) 277 8,8
2 149 6,5
3 260 7,7
4 198 5,0
5 (low) 15 1,1
Cinemas attract
a younger
audience with a
higher level of
wealth
Source: NOM Print & Doelgroep Monitor 2013 II – 2014 I, base: total NL 13+ (N=21,065)

152
The increase in
cinema visitors
was mainly due
to the age
groups 30/39
and 65+
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011 2012 2013
Cinema Reach in years in age groups
16-17 jaar 18-23 jaar 24-29 jaar 30-39 jaar 40-54 jaar 55-64 jaar 65+ jaar
Source: Bioscoop Monitor 2013-2014

153
SANDERGEERLING Insights Executive
sander.geerling@starcom.nl
MAAIKEDEVRIES Insights Consultant
maaike.de.vries@starcom.nl
This media landscape presentation will be updated every quarter. For
comments & questions, please contact the Starcom Insights team. We’d
love to hear from you!

Netherlands Media Landscape 2014 Q4 Update

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