IAB Report On 2017 Digital Advertising Spend The

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IAB Report on 2017 Digital Advertising SpendThe NetherlandsPublished: April 2018

IAB Report on 2017 Digital Advertising SpendSince 2010, IAB and Deloitte have been reporting on the Digital advertising spend in TheNetherlands by publishing the Digital Ad Spend Study. The content of this full year studyis driven by data and information gathered directly from the digital community, includingpublishers, advertisers and media planners.The market analysis, in this 2017 report, is based on financial data supplied by 36companies, including publishers, media agencies, ad networks and programmaticplatforms. In this edition, for the first time, we report Digital Out of Home and DigitalAudio Advertising as separate categories within the Digital Ad Spend.2

IAB Report on 2017 Digital Advertising SpendIntroductionNathalie PetersIAB Netherlands ChairmanYvonne de JagerIAB Netherlands MDNathalie La VergeDeloitte Technology, Media & TelecomThe growth of digital advertising spend continues and we can definitely saythat it surpasses all non-digital media. What we saw happening in the CMOinnovation report can also be seen here: non-digital becomes digital. We haveseen growth in the shift from traditional TV advertising to online video forseveral years now. At 40% in 2017, the growth continues to increase. This shiftis now also visible with other media types. For the first time, we report DigitalOut of Home and Digital Audio Advertising as separate categories within theDigital Ad spend. Although these two categories represent a small portionof the total digital spend, the growth rates compared to last year of thesecategories have been high, 116% and 25% respectively. More importantly,the digital shares within those two categories is really prominent. For 2018,we expect this development to advance and evolve due to more automated/programmatic approach and the extensive reach of online streaming. So it istime for IAB Nederland to consider a new phase in the design of our research.In the coming months we will investigate the possibilities for delivering anintegrated cross-media advertising spend report.And yet again, our industry shows a healthy growth in digital spend. With agrowth of 9% we're still one of the fastest growing industries. Not just in termsof Ad Spend, but also Time Spend. After years of predictions, we now finallysee that digital spend indeed is bigger than all other spend in all other mediacombined. However, given the forecast for 2018 ( 6%) we see overall growthslowing down.The spectacular growth of spend within Digital Out of Home is proving onceagain that starting a taskforce in that field of expertise was a good decision. Alltypes of media are becoming digital in one way or the other. We also see thisin digital audio ( 25%).The market share of Global Companies continuous to increase. It is vital thatlocal heroes continue to balance out the diversity of the industry. Not just interms of Ad Spend, but also in terms of Content. This is the only way we cancontinue a healthy digital eco-system.Digital advertising is not just in the business of 'banners'. Video, interuptiveand native advertising is also on the rise.We are looking forward to what 2018 brings us!While Mark Zuckerberg is testifying before Congress, we present our yearlyreport on digital Ad Spend in the Netherlands, with continuing significantgrowth figures in almost all advertising categories. As in previous years,the global players are the biggest contributors for the large growth figures,resulting in a more dominant position in the digital advertising market thanever before. So nothing new, except that this year the debate around thedominance of the global companies, and the call for regulation and measuresagainst these monopolies, also grew significantly. What and how large theimpact will be on future Ad Spend is yet to be seen, but 2018 will again be adynamic year within the digital media ecosystem.3

IAB Report on 2017 Digital Advertising SpendMethodologyRealisation of this study12CollectionDeloitte collects datacovering the majorityof the market3AggregationParticipants data isprocessed based ondesk research andexpert opinions4ConversationInitial findings areverified with industryexperts and mediabuyers5ValidationFindings arecross-referencedand validated withselected respondentsPublicationFinal findings arepresented to IABNetherlands /DDMA and industryparticipantsSurvey methodologyOur current report covers the digital advertising spend in the Netherlands during 2017 and is based on information supplied by 36 participating companies. Figures are adjusted for double counting, based on information provided by the survey participants The study is conducted independently by Deloitte on behalf of IAB Netherlands The figures are drawn up on the basis of survey participant input and have not been verified by Deloitte Only aggregated results are published, individual company information is held in strict confidence with Deloitte4

IAB Report on 2017 Digital Advertising SpendExecutive summaryDigital advertising trends in The NetherlandsOnline Advertising spendSpend on digital advertising increased by 9% in 2017. Growth in ad spend hasmainly been driven by search, mobile, social and online video advertising. 2017finished with a total ad spend of 1.832 m , compared to 1.683 m in 2016.Digital Video AdvertisingOnline video continues as one of the best performing ad formats in advertisingsince 2013, with 40% revenue growth in 2017. Online video totaled 168 m in ad spend and accounted for a 9% market share within digital advertising in2017.PublicationMobile advertisingDisplayads delivered on mobile devices increased its revenue in 2017Finalfindingscompared to 2016 with a 19% growth. Mobile advertising including search,arepresentedvideoand banner adverting realised a market share of 42% in digitaladvertisingin 2017.to IABNetherlandsDigital out of Home (DOOH)Digitalout of Home (DOOH) advertising started to increase its share of theandindustrydigital advertising market. Revenues increased 116% in 2017 compared toparticipants2016, resulting in DOOH realizing a market share of more than 16% out of 9% 40% 19% 116%Programmatic AdvertisingDisplay ads sold via programmatic exchanges have increased revenues 17% in2017. However the shift of ad inventory sales from traditional (manual) towardsprogrammatic showed a deceleration during the second half of 2017 withsignificantly lower growth ( 13%).Social media advertisingWe estimate that the ad spend on all social platforms grew on average 39%in 2017, totaling 287 m in revenues. As of 2017 social accounts for 39% of therevenues within the display advertising market.Paid Search AdvertisingPaid search advertising realised a 12% growth in 2017, totaling 848m inad revenues. Within the digital advertising, paid search is the largest overallcategory with a 46% market share.Forecast 2018Due to the overall positive economic outlook and steadily growing quarterly adrevenues per company, we forecast that the digital advertising spend will growwith 8% and will reach almost 2 b in 2018. 17% 39% 12% 8%home advertising.5

IAB Report on 2017 Digital Advertising SpendEconomic context6

IAB Report on 2017 Digital Advertising SpendThe economic landscape in the NetherlandsEconomic growth enables a positive boost to the advertising marketDutch GDP projections (b )715The spend on advertising increased 1,6% in 2017 compared to 2016. The growth of revenues in the advertising marketshows a similar trend to that of the GDP and on a closer scale deviates slightly due to biyearly seasonality effects (e.g. largesporting events).6936726566426356342018 growth forecasts of both GDP and advertising spend is positive. Job opportunities are expected to rise, whilethe labor force is expected to decline. Enhanced competition for skilled labor and increasing wages will result in moreexpenditures and drive further growth of the B2C and C2C advertising spend.6433,9%3,4%3,9%3,1%2,0%0,8%1,7%1,4%-1,2%Due to positive economic developments, stronger consumer confidence and increased consumption, the Gross DomesticProduct (GDP) of the Netherlands grew 3,1% in 2017 compared to last year.1,8%3,2%2,8%2,4%1,6%-0,2%-1,1%20112012GDP (b )20132014GDP growth rate YoY (%)2015201620172018FAdvertising growth rate YoY (%)Note: Real GDP based on constant prices (reference 2010);Source: Deloitte analysis, CBS, CPB7

IAB Report on 2017 Digital Advertising SpendThe advertising market in the NetherlandsDigital advertising spend increased 9%, surpassing all non digital media spend in 2017Net advertising market (m )YoY Radio 7.1% 1.0%-0.3%-6.0% 1.2%-0.1%-7.9% 1.8%-0.5%-7.9% 0.9% 0.1%-5.6% 0.1%Digital 9.8% 11.3% 8.9% 7.7%1.9742018F* Excluding digital ad formats** Compound annual growth rateNote: The digital figures we report are net/net figures, meaning that the figures are reported after agency discount that in some cases may apply; Digital (online) video advertising is excluded from TV advertising figures;Ad revenue from digital content is excluded from Newspaper advertising figures; Digital (online) audio advertising is excluded from Radio figures; Digital out of home advertising is excluded from out of home advertisingfigures; Growth rate and/or additions may not equal presented numbers due to rounding;Source: RAB, Nielsen, Screenforce, Annual reports, NDP, Deloitte analysis8

IAB Report on 2017 Digital Advertising SpendTime spent vs ad spendTrend of time spent on each media source shows a shift from traditional towards digitalTime spent vs. ad spend per mediumDigital: Time spent on especially mobile / gaming devices and media centers have increased significantly in 2017 Digital advertising spend follows the time spent shifting budget from traditional media towards digital. We expect the positive development in time spent and ad spend trend to continue for this medium2.000TV: Strong decline in time spent watching linear TV due to shift towards digital TV and SVOD (Netflix etc.) The increasing number of TV ads ( 11%) has not compensated for the decrease of reach, resulting in a decline of GRP’s(-1%) Depending on definition of TV advertising (excluding online video) we expect a declining trend for this mediumAdvertising spend (m )1.500DigitalRadio: Radio time spent and ad spend has remained stable over the past years In 2017 the time spent on radio has decreased, due to an increasing growth of subscription based audio streaming We expect that the negative development in time spent on radio will trigger a slightly declining ad spend for this mediumTV1.000500Expected development2011Radio20170050100150200250Average time spent per media (min / day)Source: VINEX, SKO, NLO, SPOT, Deloitte analysis9

IAB Report on 2017 Digital Advertising SpendDigital advertising10

IAB Report on 2017 Digital Advertising SpendDigital advertising marketAds delivered on mobile devices account for 42% of the digital advertising spend in 2017Digital ad spend 2016Digital ad spend 2017Digital audio 0%Digital audio 0%Digital out of home 0%OtherClassifieds15%5%DesktopvideoMobilevideo 2%5%Desktopsearch19%Mobilevideo l out of home 1%OtherMobilesearch 25%Mobilebanners anners13%Mobilesearch 27%Aligned with other international IAB market reports, the online ad formats (paid search, classifieds and display) arecategorized including the device of delivery: Category mobile: This includes paid search, banners (incl. iab and non-iab formats and interruptive/rich media) andonline video ads consumed on phone and tablet devices Category desktop: This includes paid search, banners and online video ads consumed on desktop/laptop devices Classifieds: This includes directories and listings (e.g. advertising by listing specific products or services, such ascomparison sites) Other category: This includes all advertising not applicable within the other categories such as email advertising, native/content advertising and sponsorships Digital audio advertising: This includes audio ads consumed though apps or in browsers Digital out of home: This includes digitally distributed out of home adsMobilebanners 12%Note: The figures we report are net/net figures, meaning that the figures are reported after agency discount that in some cases may apply; Searchnumbers are estimated based on annual reports, media buyers and media agencies feedback; Classifieds, directories & listings are based on a limitednumber of data points; Growth rate and/or additions may not equal presented numbers due to rounding off; Due to limited data points in the other andclassifieds category we are unable to separate the mobile share within these categoriesSource: Survey respondents, Media buyers, Annual reports, Deloitte analysis11

IAB Report on 2017 Digital Advertising SpendDigital advertising market 2013-2017Search advertising realised a growth of 12% in 2017, surpassing display ( 7%) and classifiedsadvertising ( 3%)Online advertising market (m )In 2017, the Digital advertising market increased 9% in revenues compared to 2016, slightly lower compared to theresults in 2016 ( 11% growth). The paid search category realised the largest increase in revenues ( 12%), while Display andClassifieds ad spend grew by 7% and 3% respectively.1.974YoY growth1.832CAGR* 20162013-20171.6831.51220172018F785Display 7% 11% 7% 7%265Classifieds 6% 9% 3% 6%Search 12% 12% 3201320142015755848923201620172018F 9%Note: The figures we report are net/net figures, meaning that the figures are reported after agency discount that in some cases may apply; Searchnumbers are estimated based on annual reports, media buyers and media agencies feedback; Classifieds, directories & listings are based on a limitednumber of data points; Shares and/or additions may not equal presented numbers due to rounding off;Source: Survey respondents, Media buyers, Annual reports, Deloitte analysis12

IAB Report on 2017 Digital Advertising SpendDigital advertising revenue growthThe market share of Global Companies continuous to increaseAverage Digital advertising revenue growth per company size in 2017The trend of global publishers (incl. global search and social media publishers) increasing their market share continues. Weestimate that the global companies grew their digital advertising revenue 18% staying ahead of the local competitors in2017. The digital advertising market share of the global publishers increased from 57% in 2016 to 62% in 2017. This trendis seen beyond borders, as the global parties are projected to earn an estimated 61% of the worldwide digital ad spend in2017, compared to 58% in the previous year. 18%Local companies account for an estimated share of 38% of the digital advertising revenue. Between the different companytiers, we have observed the following trends: Large sized enterprises, with revenues over 10 m , show a growth of 5%, which is similar to the growth rate in 2016( 5%). Medium sized enterprises, with earnings between 5m and 10 m , outperformed large sized enterprises with a growthrate of 8%. Specialized enterprises, with revenues below 5 m , had a difficult year with a growth rate below the market average of 1% in 2017. Affiliate companies’ profits increased due to economic consumption and realised a growth rate of 9% in 2017 5% 8% 9%“The last quarter of the year is the most hectic period for the e-commerce sector, due to the traditional increase in salesaround the holidays and the large peaks due to the transfers in the health insurance sector. The introduction of ‘new’holidays like Singles Day (11/11) and the Cyber weekend (last week of November) has led to Q4 being the absolute driver ofthe number of sales and revenues. 1%Specialized Local(0 - 5 m )Medium Local(5 - 10 m )Large Local(10 m )Affiliatecompanies38% Market shareGlobalcompanies62% Market shareFocusing on the year-to-year figures of Awin on “Black Friday”, the figures show an increase of 27%. This increase illustratesthat the biggest retail event of the West is now also present in markets which normally did not participate in it”.Lauri KnoopAwin Benelux Managing DirectorNote: Revenue growth rate is calculated on a L4L basis; Global companies include global search and social publishers; Definition share global vs localfigure has been changed and now includes all digital ad spend, compared to display advertising onlySource: Survey respondents, Annual reports, Deloitte analysis, WARC13

IAB Report on 2017 Digital Advertising SpendTraditional vs digital advertising14

IAB Report on 2017 Digital Advertising SpendOut of home advertisingOut of Home advertising market is transforming into digital, from 5% market share in 2016to 11% in 2017Market share digital vs traditional out of home advertisingOOHThis is the first edition of the ad spend report in which we have measured the Digital Out Of Home (DOOH) spend.Digital distributed out of home advertising increased significantly in 2017 with a growth rate of 116%, resulting into adigital share of 11%. More and more advertisers are leveraging the benefits DOOH has to offer, such as interactive adsdynamically adjusted to the target audience and time of day. As DOOH continues to advance and evolve, for example withthe introduction of programmatic sales channels, we project that the market will continue to show significant growth.“Since JCDecaux made DOOH visible on the best spots in the biggest cities, this medium has become more and moreinteresting for advertisers.”Bart de VriesJCDecaux Nederland Commercieel Directeur“Digital Out Of Home is moving fast towards new and growing revenue streams. Today we can offer a full package ofpossibilities that are in line with online advertising”89%95%5%2016 116%11%DOOH2017Source: Nielsen, Annual reports, Survey Respondents, Deloitte analysisDanny van BeekMMD Media Owner“OOH media shows growth in the last few years due to the bigger impact of the medium but also because of the increaseof the number of digital screens. DOOH gives more flexibility and on the dawn of more programmatic – automated tradingpossibilities for DOOH we expect a further increase is yet to come.”Guy GrimmeltExterionMedia Marketing & Business Development Director15

IAB Report on 2017 Digital Advertising SpendVideo advertisingOnline video advertising accounts for 16% of the revenues in video advertisingMarket share online video vs tv advertisingThe total video advertising market in 2017 includes a combined revenue of 1080 m with 912 m for (linear) tv advertisingand 168m for digital online video advertising. Compared to 2016 the revenues remained stable with a combinedrevenues of 1086 m composed of 966 m and 120 m respectively. Within the video advertising market, ad spendingshifted towards online video ads, with an estimated market share of 16% in 2017.“TMG has been focusing on video advertising for a year now, and reaped the benefits with an annual growth rate of 49.9%.This growth rate is expected to continue in the foreseeable future”.Linear TV advertisingDenny PlaggenburgTelegraaf Media Groep Head of Video84%89%11%2016 40%16%Online video advertising(phone/tablet/desktop)2017Source: Nielsen, Screenforce, Annual reports, Survey Respondents, Deloitte analysis16

IAB Report on 2017 Digital Advertising SpendRadio advertisingDigital audio advertising spend increased 25% in 2017, resulting in a market share of2% within radio advertisingMarket sha

Digital out of Home (DOOH) advertising started to increase its share of the digital advertising market. Revenues increased 116% in 2017 compared to 2016, resulting in DOOH realizing a market share of more than 16% out of home advertising. Programmatic Advertising Display ads sold via programmatic

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