The public broadcaster’s advertising operator, STER, again offers the opportunity to run commercial campaigns. For the time being only banners, but the management also hopes for video.
As of this month, it appears that commercial advertising campaigns are running again on the NPO websites. Not much yet, because the possibility was not yet widely known.
General Manager Frank Volmer and Financial Director Carla Berkhout said this yesterday during the presentation of their plans for 2025.
Advertisers can again purchase regular banner space from the operator, also for banners showing videos. Pure video advertising, for example pre-roll commercials, is still a bridge too far.
In 2021, the Media Act stipulates that STER must halve its linear commercial TV advertising time and can only make online advertising space available to parties of general interest.
Volmer: “We would very much like to be able to facilitate online advertising again and thus contribute more to OCW and thus to the foundation of the NPO.”
His financial colleague Berkhout: “In politics there is talk of the NPO having to hand in a hundred million euros. Through OCW, we contribute two hundred million euros annually to the NPO budget and are constantly thinking about new advertising options on radio and TV or podcasts. It is even more important that we return to online advertising for commercial parties.”
She hopes that the market can compensate for part of the lost budget. Furthermore, part of the online budgets will again be allocated to the Netherlands and not automatically to market dominants Facebook and Google.
A striking detail in the presentation is the price increase for the GRP unit for TV advertising. This will increase by 7.6 percent to 710 euros, because STER will not receive all GRPs. There are too few contact moments. In other words: not enough TV is watched.
Nowadays, Dutch media consumers only watch 45 percent of the 194 daily TV minutes live. The rest is postponed or on demand. And STER is no longer allowed to place advertisements in that 55 percent.
European figures to show that video is the biggest driver of growth in online advertising in Europe, according to IAB Europe. STER of The Hague is not allowed to eat this cake.
Source: www.emerce.nl
