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media key facts
2014
Rue du Moulin à Papier - 55 - Papiermolenstraat | Bruxelles - 1160 - Brussel
Tel +32 (0)2 663 51 11 | [email protected]
content
Dentsu Aegis Network Belgium _______________________ 5
Economy & Demography ____________________________ 9
Media Spend _____________________________________ 19
Plurimedia Facts __________________________________ 25
Television _______________________________________ 37
Radio __________________________________________ 53
Cinema _________________________________________ 61
Newspapers _____________________________________ 67
Magazines _______________________________________ 75
Free Regional Press _______________________________ 85
Out of Home ____________________________________ 91
Internet _______________________________________ 107
Social Media ___________________________________ 121
On Line Search __________________________________ 129
iDTV __________________________________________ 143
Mobile ________________________________________ 149
Live Communication ______________________________ 155
Grand Duchy of Luxembourg _______________________ 159
Media Jargon ___________________________________ 171
Media Studies __________________________________ 187
Useful Addresses ________________________________ 197
dentsu aegis
network
belgium
dentsu aegis network belgium
Carat & Vizeum are the media agencies
belonging to Dentsu Aegis Network Belgium.
Responsible Publisher :
Anne Bataille (CEO, Dentsu Aegis Network Belgium)
Editorial Team :
Alessandro Asproni (Out of Home - Cinema), Kristof Basaensen (Live Communicaon), Claire Berge
(Lay-out), Dany Dernoncourt (Media Spend), Philippe Geurts (Print), Gauthier Piret (Television, iDTV,
Radio), Quenn Pirlot & Jonathan Sichem (Social), Michael Vandenvelde (Search), Nicolas
Vanderseypen (Internet), Mahieu Vercruysse (Mobile), special thanks to Laurent Friob (Luxembourg)
DENTSU AEGIS NETWORK BELGIUM
Rue du Moulin à Papier - 55 - Papiermolenstraat | Bruxelles - 1160 - Brussel
Tel : 02 663 51 11 - Fax : 02 663 51 09
Anne Bataille : Chief Execuve Officer
www.dentsuaegisnetwork.com
7
dentsu aegis network belgium
BELGIUM
A company of 180 people
to cope with the evoluon of media communicaons
Innovaon through consumer centric strategies
8
economy &
demography
economy & demography
EUROPE
Spend Breakdown by Media 2009-2013
40%
2009
34,1%
2010
2011
2012
2013
30%
22,8%
19,3%
20%
10,7%
10%
6,6%
5,7%
0,8%
0%
Television
Newspapers
Magazines
Radio
Cinema
Outdoor
Internet
Total 2013 : 99,74 billion €
Source : Dentsu Aegis Network esmates - Mars 2014
Europe 16 countries (Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands,
Norway, Portugal, Spain, Sweden, Switzerland, UK)
11
BELGIAN DEMOGRAPHY
Basic Data (source fgov.be/CIM)
Total population
Number of households
Number of persons per household
Total population 12 years and +
11.132.269 inhabitants
4.929.744 households
2,3 ind. / household
9.521.809
inhabitants
Linguisc Breakdown
Flanders
Brussels (new CIM)
Wallonia
56,1%
11,9%
32,0%
Dutch speaking
French speaking
German speaking
56%
44%
0,6%
Nielsen Regions (Populaon 12 years and +)
Reference period : 2013
12
I
2.293.081
II
III Du
3.049.687
125.708
III Fr
1.008.635
IV
1.465.967
V
1.578.732
(In '000)
Total
GENDER
Men
Women
PRP
AGE
12 to 14
15 to 24
25 to 34
35 to 44
45 to 54
55 and +
SOCIAL GROUPS*
1 + 2 (higher)
3 + 4 (medium +)
5 + 6 (medium -)
7 + 8 (lower)
EDUCATIONAL LEVEL OF THE INTERVIEWED PERSON
Primary
General lower sec.& prof.
General higher sec.& prof.
Vocational high
High. non university
University
PROFESSIONAL OCCUPATION (of the interviewed person)
With
Without
PRESENCE OF CHILDREN (- 15 years old)
With
Without
HABITAT
5 Main Centers
43 Urban localities
Small locations
Rural locations
2013
9.522
100%
4.641
4.881
5.696
49%
51%
60%
368
1.324
1.419
1.508
1.615
3.288
4%
14%
15%
16%
17%
35%
2.671
2.107
2.432
2.263
28%
22%
26%
24%
1.430
1.849
2.627
944
1.600
1.072
16%
20%
27%
10%
17%
10%
4.508
5.014
47%
53%
2.877
6.645
30%
70%
2.795
2.060
2.233
2.434
29%
22%
23%
26%
* Some individuals have not been rated in social groups by lack of informaon. Source : CIM ‘12-’13
13
2013
in ('000)
Nielsen I + II + III (Du)
Total
100%
5.468
GENDER
Men
49%
2.693
Women
51%
2.776
PRP
3.258
60%
AGE
12 to 14
206
4%
15 to 24
727
13%
25 to 34
14%
779
35 to 44
15%
844
45 to 54
32%
1.744
55 and +
21%
1.169
SOCIAL GROUPS*
1 + 2 (higher)
1.525
28%
3 + 4 (medium +)
1.193
22%
5 + 6 (medium -)
26%
1.410
7 + 8 (lower)
24%
1.310
EDUCATIONAL LEVEL (of the interviewed person)
Primary
16%
865
General lower sec.& prof.
18%
975
General higher sec.& prof.
28%
1.535
Vocational High
11%
579
High. non university
17%
917
University
598
11%
PROFESSIONAL OCCUPATION (of the interviewed person)
With
50%
2.709
Without
50%
2.760
PRESENCE OF CHILDREN (- 15 years old)
With
1.637
30%
Without
3.831
70%
HABITAT
5 Main Centers
20%
1.072
43 Urban localities
25%
1.359
Small locations
28%
1.524
Rural locations
1.513
28%
Nielsen III (Fr) + IV +V
100%
4.053
1.948
2.105
2.439
48%
52%
60%
162
598
4%
15%
16%
16%
31%
19%
639
664
1.237
754
1.146
914
1.022
953
28%
23%
25%
24%
565
875
1.092
365
683
473
10%
16%
20%
7%
12%
9%
1.799
2.254
44%
56%
1.240
2.814
31%
69%
1.723
701
709
920
43%
17%
17%
23%
* Some individuals have not been rated in social groups by lack of informaon. Source : CIM ‘12-’13
14
The Populaon...
POPULATION
Belgian and foreign population of 12 years and +
%
9.521.810
100,0%
617.010
6,5%
Residents in Flanders
5.342.770
56,1%
Residents in Brussels
1.134.340
11,9%
Residents in Wallonia
3.044.700
32,0%
Foreigners of 12 years and +
Source : CIM ‘12-’13
With child.
Active
-15 years old
Affinity index (avg = 100)
Population '000
%
of the pop.
Antwerpen
1.540
16%
106
108
Oost Vlaanderen
1.264
13%
99
98
West Vlaanderen
1.029
11%
94
105
Brabant Du
946
10%
97
115
Limburg
744
8%
96
101
Brussels 19
954
10%
100
93
1.135
12%
105
88
Liège
934
10%
96
88
Namur
412
4%
97
100
Brabant Fr
331
3%
103
103
232
9.522
2%
106
110
PROVINCE
Hainaut
Luxembourg
Total
100%
The Province of Luxembourg and Brabant Fr account for lile in terms of populaon figures, yet there is a
much higher presence of children compared to the relave populaon rao. Though some Flemish provinces
are somewhat short in terms of number of children compared to Walloon provinces, the overall rate of
acvity is higher in the Flemish provinces.
15
... The End of a Stereotype ...
(in '000)
PRP (person responsible
of purchase)
With a prof. activity
PRI (person responsible
of income)
CIM 1980
Men
Women
272
3.321
CIM 2013
Men
Women
1.917
3.779
8%
92%
34%
66%
2.521
1.200
2.482
2.026
68%
32%
55%
45%
2.947
83%
603
17%
3.282
67%
1.648
33%
1980 = 100
Men
Women
705
114
98
169
111
273
Source : CIM
Consumer Status
Over the past 25 years a number of trends, important to markeng professionals, have clearly emerged.
One of them is the higher proporon of male PRP's, not so much for a cultural reason but mostly due to an
increasing number of single people. The proporon of working women is sll increasing, which influences
the number of female heads of family.
The Belgian populaon has aged since 1982, though it now seems to be stabilizing.
AGES
1972
1982
2009-2010
2010-2011
2011-2012
2012-2013
12 - 14 y.o.
n.a.
n.a.
3,9%
3,9%
3,9%
3,9%
15 - 24 y.o.
19,1%
20,2%
14,0%
14,0%
14,0%
13,9%
25 - 44 y.o.
33,5%
33,2%
31,6%
31,3%
30,9%
30,7%
45 - 64 y.o.
29,8%
28,6%
30,8%
31,1%
31,3%
31,3%
65 y.o. and +
17,5%
18,0%
19,7%
19,7%
19,9%
20,2%
Source : CIM
16
... Electronic Equipment
% of individuals living in a household
that owns :
at least one TV set
CIM
2010
2011
2012
1990 - 15+
12+
12+
12+
97%
cable TV
a video recorder
two television sets or more
a decoder
a satellite dish
91%
39%
11%
n.a.
n.a.
video on demand
programs on demand
a fixed phone
a GSM / mobilephone (with or without internet access)
mobilephone with internet access
n.a.
n.a.
82%
n.a.
n.a.
teletext
a computer
a portable computer
internet connexion (at home or outside)
wifi
n.a.
14%
n.a.
n.a.
n.a.
a DVD player
a portable DVD player
a game console
a video camera
a home cinema
n.a.
n.a.
n.a.
n.a.
n.a.
98%
96%
58%
43%
41%
99%
84%
50%
43%
53%
99%
82%
46%
43%
63%
11%
10%
6%
75%
87%
n.a.
11%
16%
9%
74%
87%
12%
19%
11%
69%
87%
86%
78%
49%
69%
15%
87%
77%
55%
71%
18%
86%
80%
60%
74%
34%
51%
17%
35%
30%
39%
52%
17%
39%
31%
45%
58%
18%
40%
31%
10%
16%
9%
Source : CIM
Due to methodological issues, there are no updated data for the CIM 2012-2013
17
media spend
media spend
3.704,5
2009
3.609,0
2008
3.588,9
2007
3.467,4
3.170,5
2006
3.164,4
2005
+ 2,6%
3.088,7
2004
2.863,9
2.387,4
2003
2.298,7
2002
2.137,5
1.933,4
Belgium : Media Spend Evoluon
2010
2011
2012
2013
Source : MDB Nielsen
Media Spend per Economical Sector - 2013
House & Office
equipment
4,4%
Health, Well-being
2,1%
House & Office
maintenance
2,3%
Others
1,9%
Culture, Tourism,
Leisure, Sport
25,0%
Beauty, Hygiene
6,9%
Clothes
1,6%
Telecom
4,7%
Transport
10,6%
Distribution
16,4%
Services
12,1%
Food
12,0%
21
media spend
Media Spend by Media 2009-2013 - Belgium
Total investments
50%
2009
2010
2011
2012
2013
39,4%
40%
2009
3.170,5 millions €
2010
2011
2012
2013
30%
21,7%
20%
13,1%
10%
8,5%
7,0%
6,0%
3,4%
1,0%
0%
Television
Radio
Cinema
Dailies
Magazines
Outdoor
Free Reg Press
Internet
Top 20 Adverser Groups 2013 (‘000 €)
Inv. '12
Inv. '13
1 PROCTER & GAMBLE BENELUX
125.636.957
107.239.785
-15%
2 UNILEVER
101.380.192
78.456.424
-23%
3 D'IETEREN GROUP
63.747.264
69.166.565
9%
4 PSA PEUGEOT CITROEN
58.066.680
60.417.036
4%
5 COCA-COLA BELGIUM-LUXEMBOURG
51.780.417
59.972.163
16%
6 RECKITT & BENCKISER
46.347.571
58.246.303
26%
7 BELGACOM GROUP
57.223.052
53.270.299
-7%
8 L'OREAL GROUP
52.135.361
53.058.375
2%
9 VLAAMSE MEDIA MAATSCHAPPIJ
48.122.949
52.219.722
9%
10 COLRUYT GROUP
31.388.380
38.651.885
23%
11 LIDL & CO
38.139.242
38.282.017
0%
12 RENAULT-NISSAN ALLIANCE
42.088.162
36.756.484
-13%
13 LOTERIE NATIONALE
34.033.379
36.472.143
7%
14 MONDELEZ INTERNATIONAL
35.324.279
35.597.174
1%
15 COMMUNAUTES ET REGIONS
32.016.784
35.395.133
11%
16 ROULARTA MEDIA GROUP
32.923.888
33.905.226
3%
17 BNP-PARIBAS
23.478.763
33.454.067
42%
18 DE PERSGROEP
32.535.541
32.734.118
1%
19 GENERAL MOTORS CORP.
25.620.898
31.541.130
23%
20 CORELIO GROEP
28.564.552
30.993.498
9%
22
Evolution
Ranking without Reg.Sales point
Advertiser group
media spend
Spend Breakdown by Media 2013 : Belgium
Cinema
1,0%
Internet
6,0%
Outdoor
8,5%
Television
39,4%
Radio
13,1%
Free regional press
3,4%
Magazines
7,0%
Dailies
21,7%
Top 20 Brands 2013 (‘000 €)
1 LIDL
Inv. '12
Inv. '13
Evolution
26.890.319
38.139.242
42%
2 PEUGEOT
30.292.921
29.209.336
-4%
3 CITROEN
26.441.637
27.899.243
6%
4 MOBISTAR
26.292.176
27.882.194
6%
5 TELENET
31.678.910
27.488.997
-13%
6 BELGACOM
34.872.403
25.565.609
-27%
7 DELHAIZE
29.280.432
25.041.125
-14%
8 MERCEDES - BENZ
18.683.429
24.584.038
32%
9 VOO
24.141.902
24.343.955
1%
10 VW
25.894.515
22.199.652
-14%
11 RENAULT
23.197.666
20.835.448
-10%
12 BNP PARIBAS FORTIS
16.823.254
19.710.417
17%
13 OPEL
16.434.555
18.877.538
15%
14 COLRUYT
15.912.913
17.472.890
10%
15 BELFIUS (2011 DEXIA)
13.318.068
17.226.421
29%
16 MEDIAMARKT
10.822.208
16.722.353
55%
17 NISSAN
16.648.698
16.553.885
-1%
18 KNORR
16.097.461
16.310.310
1%
19 SAMSUNG
12.453.575
16.298.412
31%
20 COCA-COLA
14.891.795
16.155.034
8%
Ranking without Reg. MDB codes
Brand
23
media spend
Inflaon
Media cost evolution vs year-1 : Belgium without GDL
Dailies
Magazines
Outdoor
Television
Radio
Internet
Cinema
ALL MEDIA
Consumption inflation
2011
106,7
102,9
104,1
101,9
99,7
101,3
103,2
103,1
103,5
TARIFF
2012
2013
101,6
102,0
103,7
102,0
104,7
104,5
103,0
103,2
102,0
100,1
102,0
99,6
103,1
107,3
102,7
103,1
102,5
102,4
2014*
102,3
100,8
103,5
104,0
103,0
93,1
102,2
102,5
100,8
2010
98,4
103,5
96,5
101,2
102,7
107,6
103,4
101,2
101,5
2011
101,3
116,0
102,6
106,9
104,3
101,3
99,3
105,1
103,5
c/000
2012
101,9
105,6
102,1
104,0
103,0
102,0
99,0
103,2
102,5
2013
96,7
104,4
101,2
102,7
99,7
99,6
98,8
100,9
102,4
2014*
107,2
104,5
103,5
103,0
103,0
93,1
112,1
103,6
100,8
Source : CIM 2012-2013 - Rates 2014 - Base 15+ except Print 12+
* Estimation
Calculaon of the Inflaon per Media :
Dailies method :
Tariff : evoluon of the sum of the average day price of all individuals newspapers (NP+Metro nl/fr+De Tijd & L'Echo) versus
year-1. Size : 1/1 FC.
C/000 : the tariff divided by the nbr of contacts 12+ on the CIM y-1. for instance : rates 2014 / Contacts CIM 2013 (Paper+PDF)
versus rates '13/Contacts CIM 2012 based on the same selecon .
Magazines method :
Tariff : evoluon of the sum of the price 1/1 FC of the same tles included in the CIM study versus year-1.
C/000 : the tariff divided by the number of contacts 12+ on the CIM y-1. for instance : Rates 2014 / Contacts CIM 2013
(Paper+PDF) vs rates ‘13/Contacts CIM 2012 based on the same selecon.
Outdoor method :
Tariff : based on the cost/side of the main outdoor networks (2m², 8m², 10m², 16m², 20m², 36m²) versus year-1.
C/000 : based on the contacts 12+ (CIM) of the main naonal outdoor networks (2m², 8m², 10m², 16m², 20m², 36m²) versus year-1.
Television method :
Tariff : Average tariff of break (5PM-11PM) from : VTM; 2BE; VT4; VijfTV; Vitaya and TL-TVI; Club RTL; Plug RTL; La1; La2; AB3;
Weighted by the market share of the channel and 41% South / 59% North.
C/000 : average C/000 of a break on those channels (5PM-11PM) weighted by the market share and N/S.
All data in Live+6 without Guest.
Radio method :
Tariff : average Tariff of a break (6:30AM-6:30PM) from: JoeFM; MNM; Studo Brussel; Q-Music; Radio1; Radio2; Top Radio; Club
FM; Nostalgie NL; Bel RTL; Fun Radio; La Première; Musiq3; NRJ; Contact FR; NostalgieNL; Vivacité; Classic21; Pure FM; Twizz.
Weighted by the GRP Share of the channel and 41% South / 59% North.
C/000 : Average C/000 (break based) on those channels weighted by the GRP share and 41% South/59% North.
Internet method :
Pre 2012 : official UMA figures.
2013 & 2014 Esmaons (Tariff C/000): evoluon of the CPM of the classic formats (Medium Rectangle, Leaderboard, Skyscraper,
Halfpage, Overlayers, 3Ad) sold by the main sales houses (BeWeb, Corelio, HiMedia, PebbleMedia, De Persgroep, Rossel,
TrustMedia, Roularta, MSN, Skynet) versus year -1.
This is only reserved-based media - the inflaon does not apply to self-served media (RTB, social media, SEM).
Cinema method :
Tariff : based on the media cost of a 30'' spot / 1 week / index 100% / naonal coverage (versus year-1).
C/000 : based on the contacts 12+ (CIM) for a 30'' spot / 1 week / index 100% / naonal coverage (versus year-1).
24
plurimedia facts
plurimedia facts
Dailies & Magazines
Dailies
IPM
La Derni ère Heure / Les Sports
La Li bre Bel gi que
PERSGROEP ADVERTISING
De Morgen
Het La a ts te Ni euws
ROSSEL ADVERTISING
MediaHuis Connect
Grenz Echo
Le Soi r
Sud Pres s e
De Standa a rd
Ga zet va n Antwerpen
Het Bel a ng va n Li mburg
MASS MEDIA TRANSIT
TRUSTMEDIA
ROULARTA LOCAL MEDIA
Het Ni euws bl a d / De Gentena a r
Joba t
L'Aveni r
De Ti jd
L'Echo
Metro
De Kra nt va n Wes t-Vl a a nderen
De Zonda g
Magazines - Dailies specials Free Regional Press
Courri er i nterna ti ona l
DH/Red
La DH du Di ma nche
La Li bre Momento
Da g Al l ema a l /Expres s
Li bre Es s enti el l e
Pa ri s Ma tch
Tél é DH
De Morgen Ma ga zi ne
De Morgen Ma ga zi ne Del uxe
Goed Gevoel
7 Di ma nche
Groupe Vl a n
Le Soi r - Vi ctoi re
Rondom
Ni na
TV-Fa mi l i e/Bl i k
Zone Ma ga zi nes
Le Soi r Ma ga zi ne
TV News
Ci tta
De Ma rkt
De Standa a rd Ma ga zi ne
De Sta nda a rd Weekbl a d
Deuzi o
Metro Del uxe
Mon Argent/Netto
Ha l l o
Het Ni euws bl a d Ma ga zi ne
Jet Ma ga zi ne
Proxyma g
Sji ek
Rétro/Di t Wa s
Sa ba to Du/FR
Joepi e
Fa n
De Streekkra nt/Weekkra nt
Steps Ci ty Ma ga zi ne
Extra Net ('tFontei ntje, Het
Steps Del uxe
Gouden Bl a d, Ta m Ta m, de Wewi jzer,…)
27
plurimedia facts
Magazines
Magazines
CUSTOM REGIE
(A)wa y
Gui des Mi chel i n
3 Sui s s es (ca ta l ogue)
KBC Gra ppa Ma ga zi ne
Abel a g
Opti ma Ca pi ta l
Ana l ys es (Pui l a etco Dewa a y)
Ra bo Ma ga zi ne
Be TV ma ga zi ne
RSC Anderl echt Footpeopl e
Bel fi us Ma ga zi ne
EDITION
Archi & Deco (gui de)
VENTURES
Art & Décora ti on
Gui de Res ta ura nts
Hi gh Li fe de Bel gi que
Artexi s (Art Brus s el s & Eura nti ca )
Li fes tyl e 50+
Brus s el s Ma g
C'es t du Bel ge
Lobby
Pa rents
El l e à ta bl e
El l e Bel gi que / El l e Bel gi ë
Pa rents Sa nté
Pha rma s s i s ta nte / Fa rma s s i s tente
El l e Décora ti on / El l e Wonen
Pl a y Gol f
El l e Sa nté / El l e Gezondhei d
F1 Ma ga zi ne
Pl a y Tenni s
Ps ychol ogi es Ma ga zi ne (Du/Fr)
Gentl ema n (Du/Fr)
GG : Gl oba l gui de
Publ i c Bel gi que
The Zoute Pa per
Gui de Fa s hi on a nd Bea uty
PRODUPRESS
IP PRESS
CHARLIE MIKE
PERSGROEP ADVERTISING
MEDIAHUIS
28
Acti ef Wonen/Deco Idées
Autogi ds
Moni teur Automobi l e
Pneu / Ba nden
AutoWerel d
Tes tboek
Gui de d'Acha t / KoopWi jzer
Mi l es (Du/Fr)
Tu Bâ ti s , Je Rénove/ Beter VerBouwen
Autoweek Vl a a nderen
Ba ha montes
Pri mo TV Gi ds
Ps yche & Brei n
Ci né Tél é Revue
Tel epro
Eos Ma ga zi ne
Foodpri nt
Tél és ta r
Top Sa nté
Gra nde (Du)
Touri ng Expl orer (Du/Fr)
M Bel gi que
Wa w
Pa s s i e voor voetba l
Audi Ma ga zi ne
Boza r Expo
Ma na ger Ma ga zi ne
Mercedes -Benz Ma ga zi ne
Boza r Ma ga zi ne
Mode Fl a s h
Boza r Mus i c
Mode Fl a s h (men)
Cool & Comfort
Ondernemen
Di s tri buti e Va nda a g / Di s tri buti on Aujourd'hui
Fedel ec
Poi nt de vue (ca hi er bel ge)
Roya l s
Da g Al l ema a l /Expres
De Morgen Ma ga zi ne
Joepi e
Ni na
De Morgen Ma ga zi ne De Luxe
TV-Fa mi l i e/Bl i k
Goed Gevoel
Bui tengewoon
Zone -ma ga zi nes
Deuzi o
Ci ttA
De Ma rkt
Fa n!
Ha l l o
De Sta nda a rd Ma ga zi ne
Het Ni euws bl a d Ma ga zi ne
De Sta nda a rd Weekbl a d
Sji ek
plurimedia facts
Magazines
Magazines
PUBLICARTO
ROULARTA
Akti ef
Le Li gueur des pa rents
Axel l e
Le Li gueur et mon bébé
Bots i ng
Bri even a a n Jonge Ouders
Ma rka nt Ma ga zi ne
Neos Ma ga zi ne
ça va ?
Okra Ma ga zi ne
De Bond
Omtrent
Femma
HR Squa re
Profi el / Profi l
Vrouwen met Va a rt
Body Ta l k
M&C (Du/Fr)
Ca ta l ogus Autos a l on
Nes t (Du/Fr)
Ca ta l ogus Ba ti bouw
Da ta News
Pl us Ma ga zi ne (Du/Fr)
Sport Voetba l /Sport Foot ma ga zi ne
Extra /Kna ck & Vi f
Trends Styl e (Du/Fr)
Focus Kna ck
Trends /Trends Tenda nces
Focus Vi f
Gra fi s ch ni euws (Du/Fr)
Vi f L'Expres s
Weekend Bl a ck Kna ck
Ik ga bouwen/Je va i s Cons trui re
Weekend Bl a ck Vi f
Indus tri e Techni s ch Mngt/Techni que et Mngt
Kna ck
Weekend Kna ck
Weekend Vi f
Free Regional Press
ROSSEL ADVERTISING
De Zonda g
Streekkra nt / Weekkra nt
Steps
Le Soi r Ma ga zi ne
Vi ctoi re
TV News
SANOMA Belgium
THINK MEDIA
Feel i ng
Li bel l e Lekker
Feel i ng Wonen
Femmes d'Aujourd'hui
Ma ri e-Cl a i re (Du/Fr)
Ma ri e-Cl a i re 2 (Du/Fr)
Femmes d'Aujourd'hui s peci a l s
Mous ti que
Fl a i r (Du/Fr)
Nja m
Ga el
Ga el Ma i s on
Pi nk Ri bbon (Du/Fr)
Story
Humo
Tél é Pocket
Ki ds Onl y (Du/Fr)
Li bel l e
Teve Bl a d
Ambi a nce Cul i na i re/Cul i na i re Ambi a nce
Vi ta ya Ma ga zi ne
Motoren & toeri s me
Ché
Motorwerel d
Chi ef
Menzo
P-Ma ga zi ne
Offi ci eel Pl a ys ta ti on Ma ga zi ne
Moto & Loi s i rs
29
plurimedia facts
Out of Home
CLEAR CHANNEL
ADSHEL
PUBLIFER
MORE O'FERRALL
MALLS
METRABUS
JCDECAUX
URBAN FURNITURE
JCDECAUX BILLBOARDS
JCDECAUX AIRPORT
PUBLIC TRANSPORTS
JCDECAUX VILLO !
30
NETWORK
Ads hel Ma xi mum
Ads hel Opti mum
Ads hel Ma l l s
Ads hel Antwerpen
Ads hel Gent
Ads hel Stati ons
DNN
DHST
DL
MOF16
MOF36
MOF Supermi x
MOF Ma xi mi x
CC Ma l l s (Ca rrefour)
Tra m / Bus (TEC - Wa l l oni a )
SIZE / FORMAT
2m²
2m²
2m²
2m²
2m²
2m²
70'' di gi tal s creens (portra i t)
70'' di gi tal s creens (portra i t)
4m² di gi tal s creens (l a nds ca pe)
16m² + di gi tal s creens (DL Stati ons )
36m² + di gi tal s creens (DL Stati ons )
36m² + 16m²
36m² + 16m²
2m²
va ri ous
Boos ter
2m²
Authenti c La dy
2m²
Authenti c Young
2m²
Cons o F1,F2
2m²
Brus s el s
2m²
Li ège
2m²
Brus s el s 8
8m²
Li ne by l i ne
20m²
Supers tar 24
20m² + 8m²
Supers tar 48
20m² + 8m²
Pres ti ge 90
38m² + 21m²
Pres ti ge Mi x
38m² + 21m² + 20m² + 8m²
Brus s el s & Cha rl eroi Ai rports va ri ous (i ncl udi ng di gi tal s creens )
Bus / Tra m / Metro (STIB/MIVB) va ri ous
Vi l l o bi ke's rea r wheel bra ndi ng
plurimedia facts
Out of Home
OTHER SALES HOUSES
BELGIAN POSTERS
THINK MEDIA OUTDOOR
BOOMERANG
INSERT BELGIUM
GUIDO
BRIGHTFISH
AIR TERMINAL PUBLICITY
EUROMOBILE
MiA
LIJNCOM
MEDIAFIELD
MEGA MEDIA
PANODISTRI
PHARMASCREEN
RAPID AFFICHAGE
SHELF SERVICE
URBAN MEDIA
NETWORK
Li ne by l i ne
Contact
Movi ng
Acces s
Cover
Power
Topa ze
Li ne by l i ne
Premi um 24
Premi um 48
Combi Pl us 420
Boomera ng
Fa ce2Fa ce
Cha nge
Xcha nge
Oxygen
Hydrogen
B-Ma t
B-Bock
Eurybi a networks
Ma l l s TV
Bonni e & Cl yde
Wi nds creen
Ca mpus Pos ters
School Pos ters
Ca rri ère Pos ters
Webpa ds
Ci nePos ter
Ci neStar
Li ège Ai rport
Mobi l e a dverti s i ng
Mobi l e a dverti s i ng
Tra m / Bus (De LIjn)
POS a nd urba n a dvertis i ng
Mega Medi a
POS a dverti s i ng
POS a dverti s i ng
Gueri l l a /s treet ma rketi ng
POS a dverti s i ng
Urba n Medi a
SIZE / FORMAT
20m² / 4m²
20m²
20m²
20m² + 10m²
20m² + 10m²
20m² + 10m²
10m² + 8m²
20m²
20m² + 8m²
20m² + 8m²
20m² + 8m²
free pos tca rds
A3 pos ters
A3 pos ters
Al a rm Covers
A2 pos ters
A0 pos ters
tabl e ma ts
beer ma ts
60 x 80 cm
di gi tal s creens
60 x 80 cm
60 x 160 cm
83 x 118 cm
83 x 118 cm
83 x 118 cm
mous e pa ds
2m²
ba nners
va ri ous
va ri ous
va ri ous
va ri ous
va ri ous
ba nners
2m²
di gi ta l s creens
va ri ous
va ri ous
ba nners
31
plurimedia facts
Audiovisual
IP
TV sales-house for RTL TVI, Club RTL, Plug RTL
Radio sales-house for Bel-RTL,Contact, Nostalgie, Fun radio, Nostalgie VL,
Topradio
Media Concept
Radio sales-house for BRF1, BRF2, 100'5 Das Hitradio
RMB
TV sales-house for La Une, La Deux, Betv,AB3, VOO Foot and Télé Bruxelles
Radio sales-house for La Première, Classic 21, Pure FM, Musiq3, VivaCité,
NRJ and DH Radio
Roularta
TV sales-house for Kanaal Z / Canal Z
RTVM
TV sales-house for the 11 regional Dutch-speaking TV stations
SBS Belgium
Integrated TV sales-house for Vier and Vijf, Libelle TV, MTV (Fr & Du), TMF,
MTV (Fr & Du), TMF, Nickelodeon (Fr & Du) and Discovery Channel
Brightfish
Sales-house for cinema advertising
SUD Radio
French-sp. private local radio station with integrated radio sales-house
Media 13
TV sales-house for the 13 regional French-speaking TV stations
Transfer
TV sales-house for Njam!, Acht TV, National Geographic, Cartoon Network,
VAR
TV sales-house for één and Ketnet/Canvas
Medialaan
TV sales-house for VTM, VTM Kzoom, 2BE JIM TV and Vitaya
Fox Life, Studio 100, Lacht, Star TV and Dobbit TV
Radio sales-house for Radio 1, Radio 2, Klara, Studio Brussel & MNM
Radio sales-house for Q-Music and Joe FM
Shareholding
2/3 RTL-Group ( 90,4% Bertelsmann + 9,6% public)
RTL TVI
1/3 Audiopresse (Rossel, IPM, Vers l'Avenir)
Shareholding Medialaan Vlaamse Media Holding (50% Roularta - 50% De Persgroep)
Shareholding RTVM
1/3 Roularta
1/3 De Persgroup
1/3 Concentra
Channels which classical adversing is handled by a sales-house, but non spot adversing is covered by an
integrated department
32
plurimedia facts
Overview of the Main Interlocutors
Media
Out of Home
Dailies
Magazines
Radio
Sales-house /
Ad revenue
Sales-house
Sales-house
group
MDB 2013
with share-
without
/000 €
holding *
shareholding
Clear Channel
137.756
X
JC Decaux
126.433
X
Mediahuis Connect
299.176
X
De Persgroep Advertising
134.033
X
Rossel Advertising
130.964
X
Scripta (out in 2014)
84.028
Roularta Media
83.252
X
Sanoma Media
76.100
X
25.284
X
IP Press
22.081
X
Editions Ventures
16.066
X
IP Radio
150.532
VAR
137.868
X
104.617
X
MEDIALAAN
91.640
X
MEDIALAAN
563.678
X
RMB
Television
X
IP TV
318.334
X
304.101
X
X
RMB
156.934
X
X
VAR
62.630
X
Transfer
19.169
X
12.882
X
The Walt Disney Company Benelux
12.057
X
Brightfish
37.696
X
Free Regional
Roularta Local Media
43.643
X
Press
Regie Number One
35.057
X
Mediahuis Connect
32.733
X
Rossel Advertising
12.995
X
Internet
X
SBS
RTVM
Cinema
X
36.745
X
Mediahuis Connect
36.439
X
Pebble Media
29.335
X
Microsoft Advertising
29.099
X
Rossel Advertising
23.551
Hi-media
19.441
X
X
X
X
X
* excepted the media that gave the sales-house a mandate
33
plurimedia facts
Audience Profile of the Main Media Segments
Reference period
TOT. Coverage 12+
50,5
Men
55,1
Fema l e
46,2
PRP
49,3
SOCIAL GROUPS
1-2
53,0
3-4
52,7
5-6
50,8
7-8
45,6
AGE
12-14
36,1
15-24
49,0
25-44
46,5
45-54
51,6
55 a nd +
55,9
NIELSEN
I
55,7
II
52,1
III Du
56,8
III Fr
53,5
IV
42,3
V
45,2
Never-pri ma ry
42,8
Seconda ry-l ow
48,5
Seconda ry-hi gh
53,5
Voca tiona l hi gh
47,1
Hi gh s chool
52,7
Uni vers i ty
57,1
HABITAT
5 ma i n centres
49,4
43 urba n l oca l i ti es
50,2
Seconda ry l oc. & others muni ci p.
51,1
PRESENCE OF CHILDREN
wi th
44,2
wi thout
53,3
Source : CIM 2013
34
52,0
57,1
47,2
50,7
Dailies
(Total
Brand)
avg day
58,7
64,4
53,2
57,2
79,5
75,8
83,1
80,5
79,8
76,1
83,2
80,7
Weeklies
(Total
Brand)
avg day
80,8
77,6
83,9
81,5
55,4
54,6
52,0
46,0
65,5
61,5
57,2
49,7
82,4
80,3
80,7
74,6
82,7
80,6
80,8
74,7
84,2
81,6
81,6
75,5
36,6
51,5
49,3
52,5
56,1
38,5
58,2
59,4
59,7
60,0
73,9
77,6
75,5
80,5
84,0
74,0
78,2
76,0
80,5
84,0
74,5
79,8
77,5
81,5
84,5
57,8
53,8
60,2
54,3
43,4
46,3
66,2
62,2
69,4
58,4
47,8
50,3
86,1
79,5
81,9
74,7
76,6
75,8
86,3
79,7
82,5
75,0
76,8
76,0
87,1
80,6
84,1
77,1
78,0
76,7
43,1
49,4
55,1
48,8
54,8
59,7
45,0
53,5
62,3
54,7
64,7
71,1
72,5
78,5
81,3
77,0
84,1
81,8
72,7
78,6
81,6
77,2
84,3
82,3
73,2
79,4
82,6
78,4
85,6
83,9
50,8
51,7
52,7
56,4
59,0
59,6
76,0
78,2
81,7
76,3
78,4
81,9
77,8
79,6
82,6
46,8
54,3
55,3
60,1
76,5
80,9
76,9
81,0
78,2
81,9
Dailies (only
Dailies
paper)
(paper+pdf)
avg day
avg day
Weeklies
Weeklie
(only paper) (paper+pdf)
avg day
avg day
plurimedia facts
Reference period
M./Bi-M.
M./Bi-M.
M./Bi-M.
Free sheets Free sheets Free sheets
(only paper) (paper+pdf) (total brand) (only paper) (paper+pdf) (total brand)
avg period. avg period. avg period. avg week
avg week
avg week
TOT. Coverage 12+
54,9
Men
49,7
Fema l e
59,8
PRP
58,2
SOCIAL GROUPS
1-2
64,1
3-4
59,1
5-6
51,8
7-8
43,8
AGE
12-14
36,3
15-24
48,7
25-44
58,9
45-54
59,5
55 a nd +
53,6
NIELSEN
I
62,1
II
56,7
III Du
53,0
III Fr
51,0
IV
50,2
V
47,8
Never-pri ma ry
36,9
Seconda ry-l ow
47,4
Seconda ry-hi gh
57,8
Voca ti ona l hi gh
53,9
Hi gh s chool
67,7
Uni vers i ty
66,3
HABITAT
5 ma i n centres
54,2
43 urba n l oca l i ti es
53,8
Seconda ry l oc. & others muni ci p.
55,6
PRESENCE OF CHILDREN
wi th
57,4
wi thout
53,8
Cinema
avg week
55,1
50,0
59,9
58,3
57,1
52,7
61,2
59,9
50,6
48,8
52,3
55,6
50,6
48,8
52,3
55,6
50,9
49,2
52,6
55,9
5,6
5,7
5,4
4,3
64,4
59,3
52,0
43,8
67,1
61,7
53,7
45,1
40,2
50,8
56,4
57,0
40,2
50,8
56,4
57,0
40,6
51,2
56,6
57,2
7,9
6,1
4,9
3,0
36,4
49,1
59,2
59,6
53,6
37,6
52,6
62,2
61,3
54,4
20,6
30,7
49,8
55,7
60,1
20,6
30,8
49,8
55,7
60,1
20,7
31,3
50,2
56,1
60,2
10,1
12,8
6,7
3,9
2,0
62,2
56,9
53,2
51,3
50,4
48,0
64,2
58,6
56,1
54,1
52,7
49,8
56,0
47,5
50,1
38,4
47,0
59,9
56,1
47,5
50,1
38,4
47,0
59,9
56,4
47,7
50,7
39,1
47,3
60,2
5,0
5,7
4,6
5,9
5,2
6,2
36,9
47,6
58,0
54,0
68,0
66,5
37,8
49,3
60,0
56,0
70,5
69,8
47,2
53,5
53,3
54,3
50,5
40,1
47,2
53,5
53,3
54,4
50,5
40,1
47,4
53,8
53,6
54,7
50,8
40,7
4,1
4,8
5,7
5,3
6,5
7,2
54,4
54,1
55,8
56,7
56,3
57,6
41,5
53,8
54,6
41,5
53,8
54,6
42,1
54,1
54,8
6,3
5,2
5,2
57,7
53,9
60,1
55,8
45,6
52,7
45,6
52,7
46,1
53,0
7,0
4,9
Source : CIM 2013
35
plurimedia facts
Restricons per Medium Type
or
td
o
VTM
Vier
La Une
2BE
Vijf
La Deux
RTL TVI
Club RTL
Ou
Pr
es
s
Television
Price mention
A
A
A
A
A
A
Children targeting
A
A
P
P
P
P
Tobacco
F
F
F
F
F
F
Medicines without prescrip.
A
A
A
A
A
V
Medicines with prescrip.
F
F
F
F
F
F
Alcohol under 10°
A
A
A
A
A
P
Alcohol 10 to 20°
A
A
A
A
A
P
Alcohol + 20°
A
A
A
A
F
P
RTBF
Private
Ci
ne
VRT
m
a
Radio
stations
Price mention
A
A
A
A
Children targeting
A
A
A
A
Tobacco
F
F
F
F
Medicines without prescrip.
V
A
A
A
Medicines with prescrip.
F
F
V
F
Alcohol under 10°
A
A
A
A
Alcohol 10 to 20°
A
A
A
A
Alcohol + 20°
A
F
A
A
CODES
Authorized
A
Forbidden
F
Restricted placing
P
Prior approval required
V
36
television
television
Parcularies
i
Dense cable television network : 96,5% (CIM '13 - 12+)
98,9% in the North
96,9% in the South
i
Naonal coverage
i
Heavy audiences compeon between private and public channels in the North
Same situaon in the South, also impacted by significant French overlap
i
Average viewing me (2013) :
Dutch-speaking of 15 years and + : 208 min /day
French-speaking of 15 years and + : 244 min /day
Advantages
i
High emoonal impact and familiarity
i
Power of persuasion in certain contexts
i
Broad coverage on large key targets
i
More and more interacvity
Evoluon
i
Television sll remains stable in terms of viewing me
i
Audience measurement includes guest viewing since 1st January 2013 (data available since sept. 2012)
i
“TRANSFER” offers a commercial package of several digital channels (Acht; Njam; Naonal Geographic
North and South Cartoon Network North and South, Foxlife, Studio 100 TV, Dobbit TV ) and they sll
expect more channels in the future
i
Even if the emergence of digital channels is a reality, the relevant set remains stable
People sll like tradional channels
i
Time-shied viewing data are available since 2010 and its growth remains limited : 6.0% in the North
and 4.4 in the South (based on ATV Total day 15+)
i
MTV FR/NL and TMF enter the big Audimetry. More detailed data are now available
i
Social TV and Connected TV emerge in Belgium
i
Complementarity and supplementarity of TV and online are the key trends of 2014
39
television
Adversing Investments
Millions €
1.414,3
1.161,3
1.204,8
1.453,9 1.446,4
1.459,7
% of total media
1.246,8
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
1.071,2
1.003,6
981,5
2004
2005
945,3
2003
2006
2007
2008
2009
2010
2011
2012
Average Cost of a 30’’ Spot - 2013 (€)
AVERAGE
Vitaya
VTM
2BE
VIER
VIJF
Peak time
8.420
2.267
3.440
1.175
955
Off peak time
1.071
336
562
318
505
Total day
2.975
871
1.276
566
579
COST
AVERAGE
RTL
TVI
Club
RTL
Plug
RTL
La
Une
La
Deux
AB3
Peak time
7.305
1.359
644
3.845
1.042
1.063
Off peak time
1.359
310
316
596
172
430
Total day
3.120
665
446
1.325
364
555
COST
South Peak me = 6.55 pm - 10.30 pm - North Peak me = 6.55 pm - 11 pm
40
2013
44,2%
43,7%
41,1%
37,4%
37,6%
38,1%
39,3%
40,8%
40,5%
40,1%
39,4%
television
Market Shares - January-December 2013
Monday-Sunday - 5 pm - 11 pm - Total Screen Usage
Total 15+
VCR+DVD
1,5%
Other: PLAY+Other
Sreen Usage
0,7%
Other: PAY+DVR
4,5%
VITAYA
3,5%
Ned 1+2+3
2,4%
Others
11,2%
Others
13,9%
EEN
32,4%
NORTH
VIJF
3,9%
LA UNE
14,6%
LA DEUX
4,8%
Fr 2+3
10,2%
SOUTH
TF1
11,9%
RTL-TVI
22,0%
VCR+DVD
2,6%
VIER
7,8%
CANVAS
7,3%
2BE
5,8%
VTM
19,2%
Other: PLAY+OSU
1,8%
Other: PAY+DVR
7,6%
CLUB RTL
5,0%
BE 1 AB3
0,3% 3,1%
PLUG RTL
2,2%
Source : Audimetrie CIM—TSU Live +6
* PRP : Principal responsible of purchase
PRP* 18-54
Ned 1+2+3
VCR+DVD1,4%
2,4%
Others
11,9%
Others
13,3%
Fr 2+3
6,0%
EEN
24,2%
Other: PLAY+OSU
1,1%
LA UNE
11,6%
Other: PAY+DVR
6,3%
LA DEUX
4,2%
TF1
13,9%
NORTH
VITAYA
3,9%
SOUTH
CANVAS
5,7%
VIJF
4,7%
RTL-TVI
22,4%
VCR+DVD
3,9%
Other: PLAY+OSU
2,6%
VIER
10,0%
2BE
8,0%
VTM
20,6%
Other: PAY+DVR
9,4%
CLUB RTL
5,1%
BE 1
0,4%
AB3
4,2%
PLUG RTL
3,2%
41
television
Evoluon of the Gross Cost/GRP
Base : 30’’ - 1 Spot per Block
Total 15+
NORTH
SOUTH
Euro
Euro
1.250
1.250
1.050
1.050
850
850
650
650
450
450
2012
2013
2012
250
2013
250
J
F
M
A
M
J
J
A
S
O
N
D
Source : Audimetrie CIM—All Day
Live+6 without guest
J
F
M
A
M
J
J
A
S
O
N
D
2012-2013 : North : VTM+2BE+Vier+Vijf+Vitaya
South : La Une+La Deux+RTL+Club+Plug+AB3
PRP 18-54
NORTH
SOUTH
Euro
Euro
1.250
1.250
1.050
1.050
850
850
650
650
450
450
2012
2013
2012
250
2013
250
J
F
M
A
42
M
J
J
A
S
O
N
D
J
F
M
A
M
J
J
A
S
O
N
D
television
C/000 Contacts € (gross)
North :
C/000 contacts €
Base 30"
2012
19,3
VTM, 2BE, Vier, Vijf, Vitaya
2013
20,2
South :
2012
16,2
La Une, La Deux, RTL, Club RTL, Plug RTL, AB3
2013
16,8
Total 15+
Total day*
*Live+6 without guest
Audience Curve (TSU) : Belgium North/South—Rang %
50
NORTH
SOUTH
45
40
35
30
25
20
15
10
5
13 pm
12 pm
11 pm
10 pm
9 pm
8 pm
7 pm
6 pm
5 pm
4 pm
3 pm
2 pm
1 pm
12 am
11 am
10 am
9 am
8 am
7 am
6 am
5 am
4 am
3 am
2 am
0
Total Screen Usage - Total 15+ - 2013 - Live +6
Source : Audimetrie CIM
43
television
Comparison of the Main TV Channels
NORTH
VTM
2BE
VTM KZOOM
Vitaya
Vier - Vijf
Nickelodeon N/S
Discovery Channel
MTV N&S - TMF
Eén
Ket/Can
The Walt Disney
Company
Benelux
Acht - Njam
National Geographic N/S
Cartoon Network N/S
FoxLife - Studio 100 TV
Dobbit TV
SOURCES OF INCOME
Adverti s i ng
Adverti s i ng
Adverti s i ng
State Gra nt
Spons ori ng
Adverti s i ng
Adverti s i ng
SHARE
HOLDING
Pers groep
Roul a rta
De Vi jver
Fl emi s h
Communi ty
Di s ney Cha nnel
Fox Interna ti ona l cha nnel s
(Benel ux)/ Pa rt of News
Corpora ti on
MAIN TYPES OF ADVERTISING
Commerci a l
Non comm.
Regi ona l
Spons ori ng
Ba rteri ng
Commerci a l
Non comm.
Regi ona l
Spons ori ng
Ba rteri ng
Commerci a l
Non comm.
Regi ona l
Spons ori ng
Ba rteri ng
Commerci a l
Non comm.
Regi ona l
Spons ori ng
Ba rteri ng
AUTHORIZED ADV.
BROADCASTING TIME
12 mi n/hour
da i l y a vera ge
12 mi n/hour
da i l y a vera ge
not a uthori zed
12 mi n/hour
da i l y a vera ge
12 mi n/hour
da i l y a vera ge
INTERRUPTION BY
COMMERCIALS
a uthori zed
a uthori zed
not a uthori zed
a uthori zed
a uthori zed
SALES-HOUSES
Medi a l a a n
SBS Bel gi um
VAR
Di s ney Cha nnel
Tra ns fer
NBR OF BLOCKS AVAILABLE/
WEEK
VTM : ± 290
2BE : ± 253
Vi taya : ± 385
VTM Kzoom: ± 168
Vi er : ± 334
Vi jf : ± 289
Ni ckel odeon N/S: ± 218
Ni ck JR: ± 202
Di s covery Cha nnel : ± 247
Eén : ± 54
Ket/Ca n : ± 30
Di s ney Cha nnel N : ± 134
Di s ney Cha nnel S : ± 96
Acht : ± 249
Nja m : ± 177
Na ti ona l Geogra phi c: 341
Ca rtoon Network: 186
FoxLi fe: 115
UNIVERSE 01/01/2014
4 yea r a nd + :
5.937.005 i ndi vi dua l s
15 yea r a nd + :
PRP 15+ :
REACH
MEASUREMENTS
44
Audi metri e S.A.
Non comm. or
publ i c i nteres t
Spons ori ng (excl us .
pa rtner-contra ct)
television
RTL TVI
Club RTL
Plug RTL
SOUTH
La Une
La Deux
BeTV
AB3
SOURCES OF INCOME
Adverti s i ng
Adverti s i ng
State Gra nt +
Adverti s i ng
Subs cri pti ons +
Adverti s i ng
SHARE
HOLDING
Audi opres s e
RTL-Group
French Communi ty
Tecteo
French Communi ty
MAIN TYPES OF ADVERTISING
Commerci a l
Non comm.
Regi ona l
Spons ori ng
Ba rteri ng
Commerci a l
Non comm.
Regi ona l
Spons ori ng
Commerci a l
Non comm.
Regi ona l
Spons ori ng
Ba rteri ng
Commerci a l
Non comm.
Regi ona l
Spons ori ng
AUTHORIZED ADV.
BROADCASTING TIME
12 mi n/hour (da i l y
a vera ge)
a vera ge) between 7pm &
10pm ma x 30 mi n
a vera ge)
a vera ge)
INTERRUPTION BY
COMMERCIALS
a uthori zed
Depend on the context
a uthori zed
a uthori zed
SALES-HOUSES
IP
RMB
RMB
RMB
NBR OF BLOCKS AVAILABLE/
WEEK
RTL : ± 342
Cl ub : ± 275
Pl ug : ± 183
La 1 : ± 383
La 2 : ± 326
BeTV : ± 43
AB3: ±236
UNIVERSE 01/01/2014
4 yea r a nd + :
15 yea r a nd + :
PRP 15+ :
REACH
Audi metri e S.A.
MEASUREMENTS
Spot Length Index
Spot length
5"
10"
15"
20"
25"
30"
35"
40"
45"
50"
55"
60"
-
50
70
85
95
100
115
130
145
160
170
180
SBS Belgium
40
50
70
85
95
100
115
130
145
160
170
180
RMB
35
50
70
85
95
100
115
130
145
160
170
180
IP
35
50
70
85
95
100
115
130
145
160
180
200
index
VMM
45
television
Daily Reach : Minimum 1 Consecuve Minute
2013
TMF
02:00-26:00
JIM TV
02:00-26:00
%
4+
13-30
4+
13-30
4+
25+sg. 1-4
4+
Universes (000)
5.902
1.275
5.902
1.275
5.902
3.794
5.902
January
3,2%
5,5%
3,2%
5,1%
3,2%
3,8%
n.a.
n.a.
February
2,9%
4,9%
3,3%
5,1%
2,5%
2,7%
n.a.
n.a.
March
2,7%
4,6%
3,2%
5,0%
2,7%
2,9%
n.a.
n.a.
April
2,4%
4,6%
2,9%
5,3%
2,6%
2,9%
n.a.
n.a.
May
2,6%
4,9%
3,1%
4,9%
2,6%
2,9%
n.a.
n.a.
June
2,6%
5,2%
3,1%
5,6%
2,4%
2,8%
n.a.
n.a.
July
2,5%
4,7%
3,3%
5,0%
2,2%
2,6%
n.a.
n.a.
August
2,7%
5,8%
3,4%
6,1%
2,4%
2,9%
2,6%
5,4%
September
2,3%
4,8%
2,7%
4,8%
2,3%
2,7%
2,2%
3,9%
October
2,6%
4,5%
2,8%
4,7%
2,5%
3,2%
2,2%
4,0%
November
2,6%
4,4%
3,0%
4,8%
2,9%
3,6%
2,5%
4,7%
December
2,9%
5,0%
3,1%
5,1%
3,1%
3,8%
2,7%
3,9%
2013
KanaalZ+CanalZ
02:00-26:00
LIBELLE TV
02:00-26:00
Wo 25-54
Telenet
807
MTV NL
20:00-26:00
MTV FR
18:00-26:00
MTV NL+TMF
02:00-26:00
%
4+
13-30
4+
13-30
4+
13-30
4+
15-44
4+
PRP 18-54
Universes (000)
4.351
1.030
4.351
1.030
4.351
1.030
4.351
1.827
4.351
1.445
January
2,7%
4,8%
3,8%
6,2%
5,4%
9,1%
2,1%
2,5%
n.a.
n.a.
February
2,4%
4,1%
3,5%
5,6%
4,9%
8,1%
2,3%
2,9%
n.a.
n.a.
March
2,4%
4,4%
3,2%
5,4%
4,7%
8,2%
2,2%
3,0%
2,6%
2,8%
April
2,3%
4,6%
3,2%
5,8%
4,3%
8,3%
1,9%
2,6%
2,6%
2,8%
May
2,5%
4,3%
3,5%
5,8%
4,7%
8,2%
2,0%
2,5%
2,9%
3,1%
June
2,6%
5,4%
3,4%
5,7%
4,7%
9,4%
1,8%
2,1%
3,0%
3,2%
July
2,4%
4,5%
2,9%
4,8%
4,5%
8,2%
1,7%
2,2%
3,0%
3,0%
August
2,7%
6,2%
2,8%
5,0%
4,8%
10,0%
2,1%
2,6%
3,3%
3,7%
September
2,4%
5,2%
2,9%
5,5%
4,3%
8,6%
1,9%
2,5%
3,1%
3,4%
October
2,4%
5,1%
3,1%
5,5%
4,6%
8,4%
2,0%
2,7%
3,3%
3,9%
November
2,5%
5,0%
3,5%
5,5%
4,7%
8,1%
2,1%
2,8%
3,3%
3,7%
December
2,7%
4,6%
3,9%
6,1%
5,0%
8,2%
2,6%
3,5%
3,5%
3,7%
Source : CIM Audimetrie
46
Rad. Contact Vision
02:00-26:00
STAR TV
02:00-26:00
television
Costs and Reach
BUDGET
2013 €
BASE
PERFORMANCES
Television
South : 248 GRP
Tot.15+ (Audimetrie CIM)
cost/GRP 30"
129.548
115 spots
= 523
North : 264 GRP
cost/GRP 30"
58,4% x 4,2 OTS
224.927
182 spots
= 850
60,1% x 4,4 OTS
Buying and Cancellaon Condions
BOOKING
CANCELLATION
%
MATERIAL
DELVERY
CHANGE
IP
Working days
*D+4
12 weeks
12-10 weeks
10-8 weeks
8-6 weeks
6-4 weeks
<4 weeks
0%
5%
10%
25%
50%
100%
5 working days before
*D+4
RMB
Working days
*D+7
12 weeks before
12-8 weeks
8-6 weeks
6-4 weeks
4-2 weeks
<2 weeks
0%
15%
25%
50%
75%
100%
*D+7
Medialaan
Working days
*D+4
90 days before
5%
90-60 days before 50%
<60 days before
100%
Spot: 3 working days before
Billboard: 5 working days before
*D+4
SBS
Working days
*D+4
<30 days before
30%
*D+4
<2 weeks before
100%
* Depend on the availabilities of the channels
47
online video
Belgian surfers are spending more and more me watching online video contents (on heavy viewers,
increase of daily consumpon from 34’ to 42’) and 80% of the surfers are regularly watching said contents as told by the second wave of the VINK study (February 2014).
Laptops have taken over as the main device used to watch said contents (56%) with desktop now being
second (54%) – followed by tablets (25%), smartphones (17%) and connected TVs (8%).
The offer is ever-growing in Belgium (whether it is content aggregators such as YouTube or DailyMoon, RTB
video networks or local publishers) and the market is adapng to those new opportunies of adversing
(brands are building spots specifically for online placements, playing with the noon of skippability, placing
CTA and pack shots at the beginning, etc.).
There is a major differenaon to be made when working with online video, as it can be either In-Ad or InStream. The In-Stream video planning brings online closer to TV, with an extended content selecon. Both
methods have very different KPIs. While the In-Ad brings you a wide range of video metrics (number of plays,
pause, sound acvaon, etc.), it also has its negave points (sound has to be user generated, it is quite
expensive when it comes to adserving). The In-Stream however has already sound on and is presented in an
audiovisual environment, and allows the use of interacve spots.
Online video is all about content markeng (an umbrella term encompassing all markeng formats that
involve the creaon and sharing of content in order to engage current and potenal consumer bases) using
various screens in synergy. A good example is addional content from a TV show made available only online
and promoted via the main screen.
There is even more convergence with mobile devices and social media applicaons allowing audiences to
comment, vote for and share their favorite audio-visual contents. The success of a show will also be
expressed by the amount of tweets and comments generated on social media plaorms (this is the noon of
Social TV).
TV industry is facing crical stakes that will certainly influence the way we recommend it. These issues may
lead to structural as well as behavioral changes. Some maers are immediate (me shied and acve
viewing) while others are long-term oriented (portable TV).
The convergence is changing our way of working from TV planner to content planner. The linear offer is
completed with Internet & Mobile possibilies (multasking). The acve picking consumpon leads to beer
memorizaon if well planned.
48
online video
Online video consumpon
Non User
30%
Medium
18%
21%
26%
Light
21%
19%
21%
27%
33%
37%
24%
22%
Heavy
25%
20%
25%
27%
28%
31%
28%
30%
28%
34%
30%
28%
27%
28%
28%
22%
28%
26%
29%
20%
31%
29%
17%
12%
Total
25%
24%
17%
7%
South
North
Men
Women
15-34
35-54
55-70
SG 1-4
SG 5-8
Share of TV versus onlive video
Share of TV
Share of online video
TV consumption (min)
100%
90%
210
19%
20%
17%
19%
17%
14%
21%
20%
190
80%
170
70%
150
130
50%
40%
86%
80%
83%
81%
min
60%
86%
83%
80%
110
79%
30%
90
20%
70
10%
0%
50
Total
South
North
Men
Women
Source : VINK wave 2 (Feb ‘14)
15-34
35-54
55-70
49
online video
Where do surfers go to find video content ?
Content Agregators
87%
News Websites
53%
Social Networks
43%
TV Channel's Websites
43%
Specialized Websites
10%
Streaming Websites
Others
12%
1%
Type of content surfers are watching
User generated content
67%
News/Infos
60%
Video clips
57%
Movies/Series Trailers
49%
Reportages/Magazines
30%
Fims/Series
29%
Sport
26%
Entertainment shows
25%
Advertising
17%
Video Games Trailers
Others
50
10%
1%
online video
Watching live online broadcast
30%
45%
46%
No Never
36%
Yes, rarely
Yes, occasionaly
27%
35%
Yes, often
25%
23%
14%
5%
4%
All South
All North
8%
Heavy (national)
Note : Those charts are a sample of VINK’s latest wave (Feb ‘14). For the complete study, don’t hesitate
to ask the broadcast or the digital department.
51
radio
radio
Parcularies
i
Radio consumpon remains rather stable (potenal reach and ‘ATL’) since 2006
i High consumpon rates during the day :
- 78% (North) – 71 % (South) of the 12+ listen every day
- Average listening me :
Dutch-speaking of 12+ :
272 minutes / day
French-speaking of 12+ : 212 minutes / day
(Source : CIM Radio Survey W 2013 1/2/3 , 5:00 - 29:00)
Advantages
i
i
i
i
i
i
i
i
i
i
i
i
i
i
i
Mass medium, important potenal coverage
Traffic builder, acvaon medium suitable for events, promoons, call to acon,…
Affinity on many target groups
Complementarity with all media (visual/concept transfer)
The Power of Sound (audio logo)
Flexible planning
Low producon costs
Low fragmentaon
Possibility of high repeon to generate TOM
Medium of topicality and informaon (real me informaon and entertainment)
Possibility of local use
Reach people everywhere, available on different plaorms
Reach people all day, and at consumpon moments
Reach acve people
Radio adversing points the way to the web
54
radio
Evoluon
In the North
i Commercial staon Q-Music (born in 2001) is market leader on interesng targets such as ‘Main
Shoppers’, ‘T 18-54’ and the youngsters (T 15-34). Q-Music passed the public staons MnM (formerly
called Radio Donna) and VRT’s Radio 2 (which had the monopoly in the North unl 1999) disncvely on
these targets, but Radio 2 is sll market leader on T 12+
i In May 2007, VMMa bought 4FM and lately changed the format into a ‘news/music (‘70-’80-’90) staon
4FM became Joe FM (1st of April 2009)
i In March 2008, we welcomed a new competor in the North; ‘Nostalgie’ via the frequencies of the
following regional staons : Mango (West-Vlaanderen), Antwerpen 1 (Antwerp), Go Gent (OostVlaanderen) and Contact Vlaams Brabant (Brabant). Lack of FM Limburg (Limburg), but the staon believes in a strong naonal coverage and targets adults via ‘up tempo’ hits of the 70-80 and 90ies
i Since January 2009, Radio Donna is called MnM (Music and More). Not only the name but also the music
plaorm and programs changed. The goal is to gain market share on Q-Music. It is a fact that the growth
of competors in the North increased the quality of the radio staons !
In the South
i 2004 : RTBF (public) launches a remodeling of its radio staons (‘Magellan-plan’) : Fréquence Wallonie
and BXL Capitale merge in ‘Vivacité’ (generalist); and Radio 21 (musical) splits into Pure FM (young
target) and Classic 21 (older target)
i 2007 : Start of a new staon by RTL (private) : Mint, but ends in 2008 because of the new frequency plan
i End 2008 : new frequency plan
i 2014 : Twizz (launched in 2010) changes its name and becomes DH Radio
i Since 2002, one-sourced study for Radio (CIM)
i Stability in measurement. The CIM Study remains the reference with more flights per year (3)
i New technologies: digital radio’s, iPad, …
i More and more compeon on content and on star speakers
Increasing ...
- Increasing quality as a consequence of higher compeon between radio staons (content, events,
interacvity…)
- importance of special acons / events
- demand from adversers for non-tradional formats and sales houses are looking for extra income
- revenues and SOV (>12%, second in European context)
- of short formats 5 and 10’’ due to increasing buying in packages
55
radio
484,7
Millions €
465,7
445,2
399,0
375,5
% of total media
377,2
357,7
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
327,0
289,4
252,6
228,7
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
10,7%
11,0%
12,1%
11,4%
12,2%
11,9%
11,3%
11,5%
12,4%
12,9%
13,1%
2013
Audience Curve : Belgium North/South
Source : CIM Waves 2013 1/2/3
Monday-Sunday, 5 am - 10 pm
Average Rang (000) - 12+
2.000
1.800
1.600
1.400
1.200
1.000
800
600
400
North
200
South
2130-2200
2100-2130
2030-2100
2000-2030
1930-2000
1900-1930
1830-1900
1800-1830
1730-1800
1700-1730
1630-1700
1600-1630
1530-1600
1500-1530
1430-1500
1400-1430
1330-1400
1300-1330
1230-1300
1200-1230
1130-1200
1100-1130
1030-1100
1000-1030
0930-1000
0900-0930
0830-0900
0800-0830
0730-0800
56
0700-0730
0630-0700
0600-0630
0530-0600
0500-0530
0
radio
Average Cost of a 30’’on the Naonal Radio Staons
Wave 2013-1+2+3
Total day
Peak time
Monday-Sunday
Monday-Friday
451
1.091
263
460
671
1.310
172
271
233
546
140
162
289
484
274
448
123
166
47
74
343
705
265
458
588
822
294
433
782
1.675
885
1.622
812
1.014
1.181
1.400
88
142
NORTH
SOUTH
AVERAGE COST 30" €
Bel RTL
Classic 21
Contact FR
Fun Radio
La Première
Musiq'3
Nostalgie FR
NRJ
Pure FM
Twizz Radio
VivaCité
Joe FM
MNM
Nostalgie NL
Q-music
Radio 1
Radio 2
Studio Brussel
TopRadio
CIM Waves 2013 1/2/3
Peak me = 6 am - 9 am + 4pm - 6pm
Total Day = 5:00-29:00
Duraon Index
Duration
indexes
5"
10"
15"
20"
25"
30"
35"
40"
45"
50"
55"
60"
VAR
n.a.
50
70
80
95
100 115 130 145 160 170 180
MEDIALAAN
n.a.
50
70
80
95
100 115 130 145 160 170 180
IP
50
60
70
80
95
100 115 130 145 160 170 180
RMB
50
60
70
80
95
100 115 130 145 160 n.a. 180
57
radio
Audience Shares - CIM Radio Survey - Waves 2013 1/2/3
Fieldwork : January - December 2013
NORTH 12+ - Monday - Sunday - 5:00-29:00
Universe : 5.424.648 ind.
Others
11,8%
Joe FM
8,1%
TopRadio
0,8%
Q-music
14,2%
Nostalgie NL
5,9%
Studio Brussel
13,6%
Radio 1
7,6%
MNM
9,7%
Radio 2
28,3%
NORTH 12+ - Monday - Friday - Drive Time
TopRadio
0,8%
Others
10,4%
Joe FM
7,7%
Q-music
14,2%
Nostalgie NL
5,6%
Studio Brussel
13,6%
Radio 1
9,9%
MNM
9,9%
Radio 2
27,9%
58
radio
Audience Shares - CIM Radio Survey - Waves 2013 1/2/3
Fieldwork : January - December 2013
SOUTH 12+ - Monday - Sunday - 5:00-29:00
Others
11,4%
Bel RTL
15,2%
Pure FM
3,0%
Fun Radio
4,5%
Classic 21
8,6%
La Première
6,8%
Musiq'3
1,7%
VivaCité
13,3%
NRJ
7,8%
Sud Radio
0,9%
Contact FR
15,7%
Nostalgie FR
11,1%
SOUTH 12+ - Monday - Friday - Drive Time
Pure FM
3,2%
Others
9,8%
Bel RTL
18,4%
Classic 21
8,3%
Fun Radio
3,8%
La Première
9,0%
VivaCité
13,6%
Musiq'3
1,4%
Sud Radio
0,8%
Nostalgie FR
9,2%
NRJ
7,7%
Contact FR
14,8%
59
radio
Costs and Reach
BASE
Cost
2013 (€)
Radio
PERFORMANCES
Total Waves 2013 1/2/3
South : main stations
± 160 spots 30''
115.000
2 weeks
North : main stations
± 160 spots 30''
670 GRP
(56% x 12 OTH)
132.000
2 weeks
530 GRP
(58% x 9 OTH)
Based on min 50 ins/50GRP/20% reach campaign on 15+
RMB
BOOKING
CANCELLATION
MAT.
DELIVERY
1 month
8-12 weeks : 15%
5 working
6-8 weeks : 25%
days
CHANGE
Without period change :
5 working days
4-6 weeks : 50%
With period change :
2-4 weeks : 75%
20 working days
< 2 weeks : 100%
VAR
3 weeks
+ 8 weeks : 5%
5 working
4-8 weeks : 50%
days
< 4 weeks : 100%
Without period change :
7 working days
With period change :
20 working days
IP
5 weeks
8-12 weeks : 5%
5 working
6-8 weeks : 25%
days
4-6 weeks : 50%
2-4 weeks : 75%
< 2 weeks : 100%
MEDIALAAN
3 weeks
8 weeks: 5%
4-8 weeks: 50%
< 4weeks: 100%
60
With period or channel
change : 20 working days
cinema
cinema
Parcularies
i
Naonal, regional and/or local coverage
i
Selecve on young target groups, upper social classes and urban areas
i
Recent technical developments : full digital
Advantages
i
Strong persuader
i
High demonstraon capacity
i
High affinity on young people and urban environments
i
Opmal visibility and memorizaon : 75% of Beta-factor
Evoluon
i
Growing interest for "off screen" presence in mulplexes : sampling, events, brand acvaon
i
Increase of the digital equipment (100% of the naonal Cinepark)
i
3D adversing opportunies (only during 3D movies show)
i
Higher proporon of ad investments in Europe but rather low in absolute terms …
Tempos
Tempo
Full
Half
Cine Park
1
2
3
4
5
6
7
8
9
10
11
12
Half-park 1
x
x
x
x
x
x
x
x
x
x
x
x
Half-park 2
x
x
x
x
x
x
x
x
x
x
x
x
Half-park 1
x
Half-park 2
x
x
x
x
x
x
x
x
x
x
x
Possibility to opmize campaign in funcon of the seasonality of your brand, the media mix, school
holiday, parcular film releases, … Pack 12 flex = 12 acve weeks within a period of 24 weeks. Discount of
± 30%. (see examples of schedule p.65)
63
cinema
Millions €
37,7
% of total media
33,0
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
30,9
28,8
29,7
26,8
25,3
2003
26,0
25,7
25,0
2004
24,6
2005
2006
2007
2008
2009
2010
Buying Key Data
CINE PARKS
SCREENS
COST 30" €
Cine Park Brussels
92
11.920
Cine Park Antwerpen
45
6.050
Cine Park Gent
22
2.770
Cine Park Charleroi
14
1.650
Cine Park Liège
21
2.760
Cine Park 5 Main Cities
194
25.150
Cine Park Dutch Localities
142
12.430
Cine Park French Localities
88
6.390
Cine Park Dutch+French Localities
230
18.820
Cine Park National
424
36.750
Rates 2014 per week as of January - Base 100
64
2011
2012
2013
1,2%
1,1%
1,2%
1,0%
0,8%
0,8%
0,8%
0,7%
0,9%
0,9%
1,0%
cinema
Pack 12 Flex - Examples of Schedule
Tariff -30%
week
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
Pack 12 Flex
Pair
x
x
Half Tempo
Unpair
Pack 12 Flex
Pair
x
x
x
x
x
x
x
x
x
x
x
x
On-Off
Unpair x
x
x
x
x
x
x
x
x
x
x
x
Pack 12 Flex
Pair
x
x
x
Creative Mix
Unpair x
x
x
x
x
x
x x
x
x
x
x
x
x
x
x
x
x x x
x
x x x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
Base 30’’ - Naonal universe - Full Tempo
Possibility to opmize in funcon of the film releases / seasonality of your brand, the media mix, school vacaon...
CineBumper 2014
Weeks
Cost / week
1 / 14-16 / 43-52
19.260 €
10 / 13 / 17-21 / 26-42
16.050 €
2-9 / 11-12 / 22-25
12.840 €
Naonal - full tempo - aer the adversing block - link with film industry is necessary
65
cinema
“Off Screen” (via Brighish)
CinePoster :
2m², synchronised scrolling, 3 national networks
229 billboards, apposition duration = 14 days
Rate : 32.000 € (national)
CineStar :
Megaposters outside and inside the main multiplexes
Various formats available
Tariff : on demand
Events :
Tailor-made events, avant-premières, animations, EuroCiné 27, Opera
in de Cinema, La nuit des publivores, Nesquick Magic Sundays,
Ladies @ the Movie, Formule 1, World Cup, Films Days, ...
Promotions :
Sampling, promotional activities in entrance hall and/or inside the
cinema rooms
Costs and Reach
PERIOD
weeks n°
BASE
PERFORMANCES
30'' / 1 WEEK / NATIONAL
COST
2014 (€)
spot 30'' / CinePark National
Tot. 12+
6,3 % x 1,2 OTS
80%
1 / 14-16 / 43-52
29.400
Tot. 15-24
15,1 % x 1,2 OTS
100%
10 / 13 / 17-21 / 26-42
36.750
Tot. 15-34
11,5 % x 1,2 OTS
120%
2-9 / 11-12 / 22-25
44.100
Tot. 15-54 SG 1-2
9,2 % x 1,2 OTS
Source : CIM 2013
BOOKING
CANCELLATION
1 month minimum
MAT.
DELIVERY
CHANGE
11-16 weeks : 30%
3 weeks
+ 10 weeks : depending
10 weeks and less :
15 days (final
on availability
impossible
copies)
- 10 weeks : impossible
Duraon Index
15" 20" 25" 30" 35" 40" 45" 50" 55" 60" 65" 70" 75" 80" 85" 90"
70
85
95
66
100 115 130 145 160 170 180 190 200 210 220 230 240
newspapers
newspapers
Parcularies
i
The strongest media to reach a maximum of people in one day (>52%)
i
Geographical characteriscs : regional strongholds
Advantages
i
Fast acon
i
Naonal or regional coverage
i
Informaon and argumentaon
i
Top Topicals : ads referring to a specific event with huge discounts
Evoluon
i
Maintaining good performance > 52% reach every day
i
Always on the news!
i
The paid circulaon remains very important (1.500 mio issues/day)
i
The part of digital sales are growing for some tles, e.g. De Tijd ( 28% )
i
The newspapers have quality lifestyle supplements
i
From print publishers to Total Media Brands with different media (newspapers, magazines, online,
mobile,…)
i
Development & improvement of the tablet versions.
69
newspapers
Millions €
802,6
747,5
701,5
767,8
736,7
761,2
730,3
745,0
% of total media
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
592,6
531,1
471,7
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
22,1%
23,1%
24,8%
24,5%
24,2%
23,3%
23,0%
22,1%
21,2%
20,7%
21,7%
2013
Cost/000 of the Main Dailies in €
70
Base: rates 2014 1/1 p. 4C, CIM ‘12-’13, Tot. 12+
newspapers
Newspapers : Geographical Audiences Split
Tijd
Morgen 2%
6%
Others
3%
GVA
4%
Morgen
5%
NB
37%
Others
3%
Morgen
7%
OostVlaanderen
Metro NL
10%
WestVlaanderen
HLN
37%
Others
2%
Tijd
3%
GVA
31%
Metro NL
8%
NB
37%
Standaard
8%
Metro NL
7%
Standaard
8%
Tijd
2%
Standaard
9%
Antwerpen
HLN
26%
NB
14%
HLN
31%
Metro NL
5%
Standaard
6%
Antwerpen
Others
4%
Morgen
4%
BVL
60%
NB
8%
Limburg
Oost Vlaanderen
Limburg
HLN
13%
West Vlaanderen
Brabant DU
BRU
19
HLN
Metro NL 4%
3%
Sud Presse
5%
Soir
4%
Metro FR
28%
LLB
7%
Echo
4%
Others
12%
Others
8%
HLN
31%
Metro FR
5%
L'Avenir
13%
NB
25%
Metro NL
8%
Soir
26%
Soir
26%
Brabant
FR
Brabant
DU
Standaard
10%
DH
19%
Sud Presse
6%
LLB
10%
Morgen
5%
Bruxelles
19
Others
4%
Echo
2%
LLB
7%
Others
2%
Metro FR
10%
Sud Presse
39%
Liège
DH
14%
Metro FR
19%
Soir
13%
DH
18%
L'Avenir
13%
Brabant FR
Liège
Hainaut
LLB
4%
Echo
1%
Others
3%
Namur
Soir
11%
L'Avenir
15%
Sud Presse
37%
Hainaut
Luxembourg
Metro FR
13%
DH
16%
LLB
3%
Echo
2%
Others
1%
Soir
11%
Sud Presse
14%
Metro FR
8%
Namur
L'Avenir
44%
LLB
3%
Others
3%
DH
11%
Luxembourg
Source : CIM ‘12-’13 - Tot. 12+
Soir
9%
DH
11%
Metro FR
14%
L'Avenir
50%
71
Sud Presse
16%
newspapers
Commercial offers :
NP deals (de Persgroep Advertising+ Rossel Advertising+ IPM+ Mediahuis)
Target 18/54 SG 1/4
Contacts 12+
# inserts
NP Top Top
NP Coupon**
1
NP Cover*
3
5
48% X 1,3 ots
48% X 1,3 ots
48% X 1,3 ots
48% X 1,3 ots
64,1% X 3,1 ots
69,8% X 4,7 ots
67 GRP
67 GRP
67 GRP
67 GRP
200 GRP
333 GRP
5.805.110
5.805.110
5.805.110
5.805.110
17.415.340
29.025.570
155.000
99.000
99.000
350.000
375.000
27
17
17
20
13
130.000
325.000
350.000
22
19
12
105.000
260.000
280.000
18
15
10
230.000
250.000
13
9
1/1 Fc
c/000 12+
Art 750 FC
c/000 12+
Art500FC
c/000 12+
Acc 94 FC
c/000 12+
99.000
Acc 50
c/000 12+
17
99.000
App 400
c/000 12+
* NP Cover = banner on page 1
** NP Coupon = for FMCG : 1/1 FC with discount voucher for 1 free product + 1 pavé on page 1
72
3
newspapers
General Characteriscs
Rate 2014
Art. 1000 FC in €
Week
Saturday
Contacts 12+ (paper+pdf)
CIM '12-'13
% by region
'000
Net
circul.
2013
Cost
Cost/Contact
Reach/000 €
weekly
week
circul.
DUTCH SPEAKING
Laatste Nieuws /Nieuwe Gazet
42.900
44.400
1.197
22,4%
287.169
36
0,15
Nieuwsblad/Gentenaar
42.250
43.050
1.045
19,5%
256.029
40
0,17
Gazet van Antwerpen
22.535
23.211
396
7,4%
92.558
57
0,24
Belang van Limburg
20.135
20.739
376
7,0%
93.678
54
0,21
De Standaard
27.000
30.375
352
6,6%
98.908
77
0,27
De Morgen
15.100
17.950
231
4,3%
53.416
65
0,28
De Tijd
20.900
24.035
103
1,9%
39.622
204
0,53
0,23
FRENCH SPEAKING
Sud Presse / Nord Eclair
23.278
23.278
611
14,6%
100.277
38
La Dernière Heure/Les Sports
19.500
19.500
466
11,2%
51.398
42
0,38
Le Soir
26.619
26.619
511
12,2%
76.451
52
0,35
L'Avenir
19.700
19.700
440
10,5%
85.556
45
0,23
La Libre Belgique
12.575
12.575
181
4,3%
38.346
70
0,33
L'Echo
13.700
15.755
54
1,3%
16.596
255
0,83
23.875
-
876
9,2%
220.623
27
0,11
4.110
4.110
na
na
9.395
na
0,44
NATIONAL
Metro (Fr + Du)
GERMAN SPEAKING
Grenz Echo (German)
Source: CIM
Performances (CIM ‘12-’13 - Tot. 18-64 - SG 1-4)
i
5 X 1/1 FC in NP + Metro
i
Budget 2014 : 415.750 € (net)
-
5 inserts 1/1 FC
-
Coverage :
-
Average OTS :
5.2
-
GRP’s :
405
76 %
BOOKING
CANCELLATION
MAT.
DELIVERY
CHANGE
1-2 day(s)
1-2 day(s)
1 day
1-2 day(s)
73
newspapers
Dutch Dailies
2
TIJD DIG
TIJD TOTAL STAND TOTAL
TIJD
MORGEN TOTAL
MORGEN
MORGEN DIG
Average Social group
STAND DIG
STAND
3
METRO NDIG
METRO N
METRO TOTAL
34
36
38
40
42
HLN TOTAL
44
GVA TOTAL
NB TOTAL
4
NB DIG
46
NB 50GVA DIG
48
GVA
BVL Total
HLN DIG
52
54
56
Average Age
HLN
5
BVL pdf
BVL
6
Source CIM 13
French Dailies
74
magazines
magazines
Parcularies
i
Very strong media to reach a maximum of people
i
Ideal to reach specific targets in the right context with high-level content
Advantages
i
Determinaon of target groups via socio-demographical criteria
i
Useful to maintain contacts
i
Low starng price, low cost/000
i
Editorial context involving readers
i
Magazines are not for free ! Proacve behaviour of the readers is a value
i
Magazines = a wide offer for love stories…
i
Magazines = generate confidence / emoon / need to share with their readers like a ‘love story’
between readers and the magazine, there are strong interesng relaonships
Magazine = media of passion
i
The market is wide and varied, and divided between many sales houses
i
High coverage with several contacts by reader (Coverage+OTS)
Evoluon
i
i
i
i
i
i
The circulaon is declining (± 4%/year) but the readership stays ± stable (depending on targets)
The decrease of adversing in magazines increases the impact (bigger share of voice)
More creavity, community acvaon, content markeng
Always reliing or new projects
Sanoma is to sell but stays alive and important
The editors are becoming cross media mul-plaorms : paper, website and mobile
77
magazines
Performances (CIM ‘12-’13- Tariffs ‘14)
PRP 18-54 - SG 1-4 :
1/1 4-colour page
i
Budget 2014 : ± 300.000 € net
-
Net coverage (1+) :
80%
-
Coverage (3 OTS+) :
42%
-
Average OTS :
3,2
-
GRP :
255
Source : CIM
Millions €
300,7
299,9
286,6
281,9
296,6
281,7
280,4
% of total media
274,0
268,7
262,6
258,0
2003
2004
78
2005
2006
2007
2008
2009
2010
2011
2012
2013
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
12,6%
12,3%
11,8%
10,0%
9,7%
9,5%
8,9%
8,6%
7,6%
7,3%
7,0%
magazines
General Characteriscs
MAGAZINE
controlled by the CIM
except the B2B*
Circ.
2013
Net .Circ.
2013
Frequ.
Lg
Rate '14
1/1 p. FC
€
News
Data News (Fr+Du)
Humo
Knack Magazine
Krant van West - Vlaanderen
Moustique
Paris Match
Public
Sélection (Du) Reader's Digest
Soir Magazine
Trends + Trends/Tendances
Vif/Express
ZO Magazine
Newspapers supplements
Citta
De Markt
De Standaard Weekblad
De Morgen Magazine
De Standaard Magazine
Deuzio
Het Nieuwsblad Magazine
Nina
Sabato (Du+Fr)
Sjiek
TV News
Victoire
Hobbies/Special interest
Ambiance Culinaire/Culinaire Ambiance
Bozar Magazine
Clickx Magazine
Dimanche
Elle à Table
Eos Magazine
Focus Knack
Focus Le Vif
Grande (Du)
Grande Ontdek Frankrijk
Grande Ontdek Italië
Guido Magazine
Joepie
Kerk en Leven
L'Eventail
Parents
Pasar
Spirou
21.244
159.679
115.789
82.757
84.801
66.065
29.149
21.236
71.150
57.962
77.002
n.a.
20.479
134.038
101.375
72.446
68.097
45.352
17.862
14.347
55.693
43.945
64.481
n.a.
F
W
W
W
W
W
W
M
W
W
W
F
D/F
D
D
D
F
F
F
F
F
D/F
F
D
8.250
11.420
11.600
10.480
4.900
5.150
2.600
2.580
4.850
9.650
8.900
120.878
117.653
129.663
98.993
130.424
100.122
296.719
363.678
85.607
118.130
208.116
92.755
101.603
101.563
110.811
74.316
112.328
90.468
271.129
312.707
63.588
103.015
179.481
80.139
W
W
W
W
W
W
W
W
W
W
W
W
38.369
76.151
n.a.
21.629
34.526
n.a.
56.530
7.640
43.248
115.789
76.802
10.916
7.301
7.564
80.000
64.217
287.979
15.100
7.028
37.131
27.284
46.275
3.583
28.445
101.374
64.481
7.053
3.046
3.573
52.771
43.714
283.184
9.990
2.868
33.761
18.992
M
M
F
W
2/year
M
W
W
M
T
T
5/year
W
W
M
M
M
W
#contacts
Cost
Cost/Contact
Tot.12+ /000 contact weekly circ.
/000
€
€
CIM 2013
3.750
56
827
499
470
364
371
206
n.a.
347
193
409
82
148
14
23
22
13
14
13
n.a.
14
50
22
46
0,40
0,09
0,11
0,14
0,07
0,11
0,15
0,18
0,09
0,22
0,14
n.a.
D
D
D
D
D
F
D
D
D/F
D
F
F
6.500
5.545
8.400
6.900
8.800
3.950
9.100
9.100
11.600
4.935
4.900
7.500
184
162
320
232
341
160
591
590
96
223
200
151
35
34
26
30
26
25
15
15
121
22
25
50
0,06
0,05
0,08
0,09
0,08
0,04
0,03
0,03
0,18
0,05
0,03
0,09
D/F
D/F
D
F
F
D
D
F
D
D
D
D/F
D
D
F
F
D
F
5.250
4.515
3.800
2.592
1.945
5.250
6.100
4.700
6.450
2.065
2.065
5.325
5.600
7.520
2.800
2.275
2.650
5.500
145
n.a.
72
82
n.a.
310
288
147
150
n.a.
n.a.
n.a.
272
594
n.a.
69
126
n.a.
36
n.a.
53
32
n.a.
17
21
32
43
n.a.
n.a.
n.a.
21
13
n.a.
33
21
n.a.
0,24
0,13
n.a.
0,06
0,54
0,18
0,06
0,07
0,91
0,68
0,58
0,10
0,13
0,03
0,28
0,79
0,08
0,29
79
magazines
MAGAZINE
Circ.
Net .Circ.
except the B2B*
2013
2013
Home
100% Maison Cuisines/Compleet Wonen Keukens 10.000
Art et Décoration
14.087
Bouwen & Interieur/Bâti-Déco
29.500
Déco Idées + Actief Wonen
51.164
Elle Décoration
8.933
Feeling Wonen/Gael Maison
49.926
Ik ga bouwen/Je vais construire
26.695
Maison de Charme
18.829
Nest (Fr+Du)
162.208
Stijlvol Wonen
22.872
Tu bâtis-je rénove + Beter bouwen en verbouwen 28.476
Wonen Landelijke Stijl
68.971
TV
Be TV Magazine
128.636
Ciné Télé Revue
300.022
Dag Allemaal - Expres
388.729
Humo
159.679
Moustique
84.801
Primo Magazine/Tv Gids
126.747
Soir Magazine
71.150
Story
162.254
Télé Pocket
43.854
Télé Star
100.935
Télépro
130.746
Teve-Blad
146.175
Tv Familie + Blik
124.349
Women
Elle België
36.663
Elle Belgique
38.088
Feeling
92.421
Femma ( ex Vrouw & Wereld )
68.360
Femmes d'Aujourd'Hui
114.720
Flair (Du)
125.500
Flair (Fr)
53.282
Gael
41.816
Goed Gevoel België
112.396
Libelle
246.393
Libelle Lekker
61.725
Marie Claire Belgique
30.242
Marie Claire Vlaams
21.240
Mme Figaro (couplé avec Figaro Magazine)
9.119
Plus (Fr+Du)
133.862
Point de Vue
43.448
Psychologies Magazine (Du)
18.939
Psychologies Magazine (Fr)
29.499
Royals (Fr+Du)
68.449
Sensa (Fr+Du)
251.071
Top Santé
85.006
Vitaya (mag)
77.070
Vrouwen met vaart
99.694
Weekend Knack
115.789
Weekend - Vif
77.002
80
Frequ.
Lg
Rate '14
1/1 p. FC
#contacts
Cost
Cost/Contact
€
/000
€
€
4.139
5.855
12.418
27.484
3.894
28.221
15.290
15.290
122.178
9.079
14.890
42.150
Y
M
6/year
M
M
M
M
6/year
M
6/year
M
6/year
D/F
F
D/F
D/F
F
D/F
D/F
D
D/F
D
D/F
F
5.063
4.150
3.290
4.650
2.590
4.650
3.000
4.581
10.150
4.608
3.090
5.185
n.a.
166
n.a.
224
107
266
182
n.a.
496
2.880
183
n.a.
n.a.
25
n.a.
21
24
18
16
n.a.
20
n.a.
17
n.a.
1,22
0,71
0,26
0,17
0,67
0,16
0,20
0,30
0,08
0,51
0,21
0,12
101.800
259.769
331.406
134.038
68.097
107.753
55.693
126.769
37.096
68.990
117.305
131.323
85.677
M
W
W
W
W
W
W
W
W
W
W
W
W
F
F
D
D
F
D
F
D
F
F
F
D
D
4.200
14.250
14.900
11.420
4.900
3.300
4.850
6.000
1.435
4.650
4.150
2.880
4.250
420
1.492
1.597
827
364
268
347
735
115
379
422
294
407
10
10
9
14
13
12
14
8
12
12
10
10
10
0,04
0,05
0,04
0,09
0,07
0,03
0,09
0,05
0,04
0,07
0,04
0,02
0,05
19.017
17.739
57.741
62.661
90.141
88.356
36.964
25.737
73.581
207.027
39.814
16.309
11.495
4.997
106.918
28.259
7.260
13.873
30.406
244.957
43.773
49.501
99.221
101.375
64.481
M
M
M
M
W
W
W
M
M
W
M
M
M
W
M
W
M
M
M
T
M
M
M
W
W
D
F
D
D
F
D
F
F
D
D
D
F
D
F
D/F
F
D
F
D/F
D/F
F
D
D
D
F
4.920
4.920
9.650
3.200
5.575
11.400
4.750
6.560
8.500
12.500
4.080
6.000
5.000
3.225
7.850
4.975
4.320
4.320
4.975
7.300
8.150
6.000
3.295
11.600
8.900
142
216
321
237
516
663
373
260
536
995
549
200
178
35
387
134
109
167
157
n.a.
501
113
149
406
254
35
23
30
13
11
17
13
25
16
13
7
30
28
92
20
37
40
26
32
n.a.
16
53
22
29
35
0,26
0,28
0,17
0,05
0,06
0,13
0,13
0,25
0,12
0,06
0,10
0,37
0,43
0,65
0,07
0,18
0,60
0,31
0,16
0,03
0,19
0,12
0,03
0,11
0,14
magazines
MAGAZINE
Rate '14
Frequ.
Lg
1/1 p. FC
#contacts
Cost
Cost/Contact
Circ.
Net .Circ.
except the B2B*
Car/Sports & Men magazines
Autogids
Autowereld
Ché
Menzo
Moniteur de l'Automobile
Moto et Loisirs
Motoren & Toerisme
P - Magazine
Sport/Foot Magazine + Sport/Voetbal Magazine
Association & Lobbying publications
Axelle
Be TV Magazine
Botsing
Brieven aan Jonge Ouders
Davidsfonds Cultuurmagazine
De Bond
Ligueur
Markantmagazine
MO Magazine
Neos Magazine
Okra Magazine
Touring Explorer (Du)
Touring Explorer (Fr)
VAB Magazine
Vrouwen met vaart
2013
2013
26.554
24.317
31.119
12.935
32.295
6.864
21.013
59.038
60.857
16.942
15.250
16.700
10.858
20.431
2.964
12.030
33.103
45.672
F
M
M
6/y
F
M
M
W
W
D
D
D
D
F
F
D
D
D/F
4.040
3.650
4.750
4.750
5.750
2.300
4.000
6.100
6.700
176
181
154
54
196
103
127
270
598
23
20
31
89
29
22
31
23
11
0,24
0,24
0,28
0,44
0,28
0,78
0,33
0,18
0,15
8.786
128.636
51.487
67.700
54.875
276.967
47.017
28.035
102.747
29.625
163.152
187.990
212.221
300.325
99.694
7.931
101.800
49.168
50.127
53.143
276.084
40.731
26.847
97.510
27.154
148.471
186.482
210.648
297.918
99.221
M
M
T
M
T
F
F
M
M
T
M
M
M
M
M
F
F
D
D
D
D
F
D
D
D
D
D
F
D
D
995
4.200
3.700
8.750
2.300
10.900
4.950
2.050
4.000
1.510
4.690
5.315
6.320
7.100
3.295
n.a.
420
n.a.
193
n.a.
448
146
n.a.
154
n.a.
290
362
346
452
149
n.a.
10
n.a.
45
n.a.
24
34
n.a.
26
n.a.
16
15
18
16
22
0,13
0,04
0,08
0,17
0,04
0,04
0,12
0,08
0,04
0,06
0,03
0,03
0,03
0,02
0,03
€
/000
€
€
* Business to Business : More than 80 titles B2B are certified by the CIM
NB : A lot of others magazines exist on different segments: Upscale, LifeStyle, Sponsored magazines. Don't hesite to contact us to realise your plan.
81
magazines
SPONSORED MAGAZINES
Thema
Title
Animals
Art/Culture
Bank
GAIA Magazine
Bozar Agenda
Belfius Magazine
Grappa Magazine (KBC)
Optima Capital Magazine
Puilaetco Dewaay Analyses Magazine
Rabo Magazine
Car
Aston Martin Magazine
Audi Magazine
Black Oval
BMW Magazine
Land Rover
Land Rover Onelife
Maseratisti Balgi
Mercedes-Benz magazine
Porsche
Cook
Delhaize Magazine
Simply You
Country
WAW - Wallonie Magazine
Family
De Bond
Brieven van Jonge Ouders
Le Ligueur des parents
Le Ligueur et mon bébé
Fashion
3 Suisses
Bespoken
Sensa by Galeria-Inno
Paprika Magazine
Choez
Hairdresser
Shine Magazine
Health/Beauty
IU Magazine
Home
3 Suisses
Ava Magazine
Dewaele Ho Ho
Hospitals
Mag UZA
Amplifon Magazine
Saint-Luc Magazine
UZ Magazine
Leisure/Cars
Touring Explorer
VAB-Magazine
Mutuality
ça va ?
Profil-Profiel (securex)
Senior
Femma
Okra Magazine
Neos Magazine
Omtrent
Vrouwen met vaart
Telecommunication Shop Magazine
Travel, Sport
A.S. Magazine
Smile
RCSA FootPeaople Magazine
TV
Be tv - Magazine de l'abonné
Women
Femma
Vrouwen met vaart
Sponsor
GAIA
Palais des Beaux-Arts
Belfius
KBC Bank & Verzekering
Optimabank
Puilaetco Dewaay
Rabobank
Aston Martin
D'Ieteren nv / Audi Import
Range Rover
BMW Belux
My Land Rover Travel Magazine
Land Rover Belux
Maserati
Hemels
Carrera Motors Magazine
Delhaize Groep
Carrefour Group Belgium
La Renaissance du Livre
Gezinsbond
Gezinsbond
La Ligue des Familles
La Ligue des Familles
3 Suisses
Scabal nv
Galeria Inno
Paprika
Torfs
Kreatos Hairgroup bvba
IU
3 Suisses
Ava
Dewaele Groep
Universitaire Ziekenhuizen Antwerpen
Amplifon
Saint Luc
Universitaire Ziekenhuizen Leuven
Touring
VAB
CM van Midden-Vlaanderen
Securex
Kristelijke Arbeiders Vrouwenbeweging
Okra
Neos (Netwerk van Ondernemende Senioren)
Davidsfonds
KVLV
Belgacom/Proximus
AS Adventure
JetAir Center
Anderlecht
Be tv
Femma (ex-KAV)
KVLV
Sales Houses
Decom
Charlie Mike
Custom Regie
Custom Regie
Custom Regie
Custom Regie
Custom Regie
18 Editions
Charlie Mike
Event & Expo België
Roularta Custom Media
Str8 bvba
/
Charlie Mike
Carrera Motors Porsche Center
Custom Regie
Carrefour Group Belgium
IP Plurimedia (IP Press)
Publicarto
Publicarto
Publicarto
Publicarto
Custom Regie
Galeria Inno
Gicom
Gicom
Kreatos Hairgroup bvba
Vivio
Custom Regie
Gicom
Roularta Media
Little Joe
Gicom
ViVio
Decom
IP Plurimedia (IP Press)
VAB-Media
Little Joe
Publicarto
Publicarto
Publicarto
Publicarto
Publicarto
Publicarto
Act Star
AS Adventure
JetAir center
Custom Regie
Custom Regie
Publicarto
Publicarto
Lg
Circulation
D/F
D/F/E
D/F
D/F
D/F
D/F
D/F
D/F
D/F
D/F
D/F
D/F
D/F
D/F
D/F
D
D/F
D/F
D/F
D
D
F
F
D/F
D/F
D/F
D/F
D
D
D/F
D/F
D/F
D
D
D/Fr
F
D
D/F
D
D
D/Fr
D
D
D
D
D
D/F
D/F
D/F
D/F
F
D
D
25.500
80.000
594.000
75.000
20.000
10.000
140.000
5.000
160.000
10.600
121.794
9.400
14.000
2.600
58.000
5.000
600.000
600.000
22.500
280.000
Rates 1/1
FC (€)
1.085
4.515
19.100
4.000
3.600
1.950
2.940
3.000
5.150
2.920
5.100
1.960
2.800
2.200
5.175
1.650
15.000
13.500
4.100
10.900
47.888
4.950
103
5.500
7.300
2.900
2.900
2.680
2.990
367
29
322
60
60
3.900
2.700
1.440
2.900
2.000
2.065
10.900
7.100
46
450
58
48
133
41
25
24
2.375
3.200
4.690
1.510
2.300
3.200
7.500
6.100
4.800
1.495
4.200
3.200
3.295
55
39
28
57
43
31
50
41
32
60
33
49
33
350.000
15.000
250.000
digital
9.000
45.000
50.000
350.000
85.500
6.000
25.000
60.000
15.000
50.000
434.415
296.816
362.000
42.844
82.000
167.295
26.542
53.214
104.160
150.000
150.000
150.000
25.000
128.000
65.500
100.400
Buying and Cancellaon Condions (standards)
BOOKING
CANCELLATION
MAT.
DELIVERY
CHANGE
Weeklies*
3 weeks
8 weeks
1-2weeks
2 weeks
Monthlies*
4 weeks
8 weeks
2-3 weeks
3 weeks
Magazines
* Magazines : covers, taylor-made acons, inserts, creave formulas and co-mailings cannot be cancelled
82
C/000
43
56
32
53
180
195
21
600
32
275
42
209
200
846
89
330
25
23
182
39
magazines
Weeklies FR
2
Trends TT
Focus Vif
Victoire
WE Vif
Sabato
3
Mon Argent
Vif L'Express
Soir Mag
Paris Match
Public
26
28
Sport/Foot
30
32
34
36
Flair
38
4
Fes d'Aujourd'Hui
Moustique
40
42
44
46
48
50
52
54
56
58
60
62
64
66
68
Télépro
CTR
Point de Vue
Average Age
7 Dimanche
TV News
Télé Star
Deuzio
Sillon Belge
5
Dimanche
Télé Pocket
6
Paper+Digital
Source CIM 13
Monthlies FR
2
Data News
Psycho
Nest
3
Gael Maison
JVC
Elle Déco
Elle
Déco Idées
Zone
TBJR
Gael
4
Be TV
30
32
34
36
Amb.Culin.
Evénement
Marie Claire
Parents
Ligueur
Touring Expl
Art&Déco
Moniteur Auto
38
40
42
44
46
48
50
52
54
56
58
Average Age
Top Santé
Moto & Loisirs
Royals
Plus Mag
5
Paper+Digital
6
Source CIM 13
83
magazines
Weeklies NL
2
DSM
DMM
Sabato
Netto
DS Weekb
Knack Focus
Trends
3
Knack
WE Knack
HUMO
P-mag Flair NL
Joepie
4
24
26
28
30
32
34
36
38
40
42
44
46
Story
Citta
Libelle
Zondag
Sport/Voetb
48
50
NB Mag
52
54
5
Landbouwleven
58
60
Nina
Dag Allemaal
KW
Tv Familie
56
62
Markt
64
Average Age
Sjiek
TeVe-Blad
Boer & Tuinder
Kerk&Leven
Primo
6
Paper+Digital
Source CIM 13
Monthlies NL
2
Data News
MO*
Eos
Grande
Ik Ga Bouwen
Flg Wonen
BAJO
Psycho
Feeling
Beter (ver)bouwen
Menzo
Z.O. 3
ActiefW
Elle België
Ché
32
34
36
38
40
Zone
Nest
Marie Claire
VAB-Mag
Pasar
Libelle
Lekker
4
Steps
Autogids Goed Gevoel
42
Omtrent
Clickx
Vitaya
Autowereld
Culinaire Amb
Bond
44
46
Motoren & Toerisme
Touring Expl
48
50
52
54
56
58
60
Plus Mag
Vrouwen Met Vaart
62
64
66
68
Average Age
Femma
Royals
5
OKRA
6
Paper+Digital
84
Source CIM 13
free regional
press
free regional press
Parcularies
i
i
i
i
i
i
i
i
2 types of distribuon for the regional newspapers & magazines : « push » through every households
(mail-box) & « pull » through a selecve distribuon or via displays
Nearly 12 million copies distributed every week
Audience of more than 70% of the PRP
Belgium is a very diversified country and Belgians are parcularly rooted in their area
Therefore, the offer of free sheets is parcularly wide in Belgium : more than 650 tles or edions
Since 2013, the tles of the Group Vlan are sold by the sales house ROSSEL Adversing
Passe Partout has disappeared from the Belgian media landscape and has become a weekly magazine
duo of Corelio (edions on even or odd weeks in funcon of the area) : Rondom in the North of Belgium
and Proximag in the South. Those magazines are wrien by journalists of Het Nieuwsblad and L’Avenir.
Some edions are remaining weekly, some are bimonthly
Naonal cover :
- No more edion in Limburg => Combinaon with Jet Magazine to get a naonal coverage
- Partnership with Atlas in West Flanders
- Partnership with Journal du Centre in La Louvière
Advantages
i
i
i
i
i
i
i
i
i
i
Taccal medium
Promoonal medium (advantage in crisis period)
Geographical affinity
Regionalizaon through name blocks
Naonal cover
Mass medium – accessible to everybody
Supporng a retail network
Wide offer – possibility to choose a context, a target
Flexible terms
Low producon costs
Evoluon
i
i
i
i
i
Evoluon of the channel’s percepon : free is not necessarily ‘not engaging’
Concentraon of the tles : each household receives minimum 2 tles per week
Improvement of the prinng quality
Upon MDB investments monitor, naonal investments in Free Regional Press represents 3,4 %, but the
investments are not declared by all sales houses
More and more edions via small sales houses or printers : Thema, Goeiedag, Actueel, Bo Magazine
87
free regional press
Millions €
174,9
153,9 150,4
152,2
141,1
142,6
140,8
124,4
85,7
1999
% of total media
1999
2000
2006
2007
2008
2009
2010
2011
2012
2013
86,2
2000
2006
2007
2008
2009
2010
2011
2012
2013
Source : MDB Nielsen (introducon of Free regional press & Internet in 2006)
Free Sheet Evoluon
3.032
Dutch speaking
Streekkrantgroep
2.833
2.834
Passe-Partout Gr.
1.869
1.921
1.533
1.507
1.513
Zondag
565
490
Steps NL
765
468
491
489
Zone Magazines
Jet Magazine
440
CIM '13
CIM '12
CIM 11
Brussel Deze Week
French speaking
39
2.536
Régie #1
2.701
2.958
Passe-Partout Gr.
1.589
1.823
606
587
543
7 Dimanche
88
0
500
1.000
1.500
2.000
# contacts 12+ (in '000)
2.500
3.000
3.500
5,5%
5,1%
6,1%
5,0%
4,8%
4,8%
4,1%
3,9%
4,0%
3,4%
free regional press
Performance on PRP’s
South
Group Vlan
75,5%
71,8%
55,3%
55,7%
51,4%
45,2%
40,4%
South
Hainaut
Liege
Bxl 19
Namur
W.BBT
Lux.
North
Goup Streekkrant/Weekkrant
64,5%
57,6%
58,7%
57,1%
62,2%
50,7%
20,5%
North
Antwerpen
East Fl.
West Fl.
Limburg
Flemish BBT
Bxl 19
89
free regional press
Buying condions
i
In 2013 : trend to concentrate the sales acvies of the most important free sheets under the naonal
sales houses of dailies
-
Corelio Connect for Rondom and Proximag
-
Rossel Adversing for Group Vlan, 7Dimanche and 7Mag
Buying & Cancellaon Condions (Standards)
Publication
Booking
Cancellation
Mat. DELIVERY
Change
Free sheets weeklies
10 days
10 days
7 days
10 days
Free sheets monthlies
4 weeks
4 weeks
3 weeks
4 weeks
Naonal
3
Zone
4
Steps
Zondag
32
34
36
38
40
42
44
46
48
50
52
54
7 Dimanche
gr.Vlan
56
58
60
62
Average Age
Streekkrant gr.
5
6
Source CIM 13
90
out of home
out of home
Parcularies
i
Very dense medium
i Mulple formats & environments (street, transit, horeca, cinema, fitness, …)
i Networks & line by line purchasing
i Various periodicity (from 1 day to 28 or more)
Advantages
i
High coverage & repeon
i High visibility
i Geographical affinity
i Numerous creave opportunies
Evoluon
i
Even if tradional outdoor such as urban furniture, city light posters and roadside panels sll make the
huge part of our day-to-day acvies, it is no longer and for some me now, our unique horizon. The
media world connues to evolve at a staggering pace and Out-of-Home is changing as fast as any other
medium. In some markets it has been completely transformed over the past few years, from a medium
based on paper and paste, to a medium offering a vast array of new technologies including digital screen
networks.
Brand Acvaon, Street & Experienal Markeng opportunies
i
There are countless communicaon opportunies to help adversers to reach a specific target group in
a life, mobility and consumpon environments. Where the tradional out-of-home formats deliver mass
coverage and repeon, we can look for a complementary approach through some more targeted
soluons using taccal field operaons such as sampling and other one-to-one acons. Posterscope
through its psLIVE plaorm can set up some tailor-made acons in any communicaon environment :
cinemas, train staons, shopping areas, supermarkets, specific shop selecons, restaurants & pubs, fit- &
well-ness clubs, concert halls & fesvals, airports & airplanes, high streets, top cies crossroads,
hairdressers... or just name it and we will provide it.
93
out of home
Millions €
312,7
313,7
294,1
% of total media
249,5
247,9
2008
2009
254,5
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
238,8
226,6
214,6
197,8
2003
204,5
2004
2005
2006
2007
2010
2011
2012
9,3%
8,9%
9,0%
7,9%
7,7%
7,9%
7,8%
7,3%
8,2%
8,5%
8,5%
2013
The Creave Aspects of Out of Home Medium
Do not hesitate to challenge our creave thinking.
In environments where there are no commercial advertising opportunities, if the ideal format for a brief does
not exist, we can look to ‘create’ media from scratch. This approach obviously covers a huge range of
opportunities and each would require a different tailored strategy, however there are some stages that are
broadly applicable to most solutions and should serve to put the process into perspective. Feel free to
contact Posterscope to explore the creative dimension of out of home media. (www.posterscope.be –
[email protected])
94
out of home
Urban Furniture : 2m² Networks
Naonal
NETWORK DETAILS
ADSHEL MAXIMUM
ADSHEL OPTIMUM
JCD BOOSTER*
SIDES
NETWORKS
FORMAT
DURATION (DAYS)
COVERAGE
PRESENCE
LIGHTING
START ON
MEDIA RATE (GROSS)
TAXES (NET)
COST PER SIDE
3.070
2
2m²
7
National
Street
Yes
Tuesday
275.500 €
12.130 €
89,74 €
2.700
2
2m²
7
National
Street
Yes
Tuesday
258.186 €
10.668 €
95,62 €
2.800
2
2m²
7
National
Street
Yes
Tuesday
289.000 €
12.255 €
103,21 €
CIM PERFORMANCES
ADSHEL MAXIMUM
ADSHEL OPTIMUM
JCD BOOSTER
Geographic layer
Target
Population size
Reach
GRP
OTS
Contacts
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
(*) new seasonal ratecard / the above mediacost refers to index 100%
NETWORK DETAILS
JCD AUTHENTIC*
JCD TASTE*
JCD CONSO F1 F2*
SIDES
NETWORKS
FORMAT
DURATION (DAYS)
COVERAGE
PRESENCE
LIGHTING
START ON
MEDIA RATE (GROSS)
TAXES (NET)
COST PER SIDE
2.500
2
2m²
7
National
Street
Yes
Tuesday
267.800 €
10.965 €
107,12 €
2.200
1
2m²
7
National
Street
Yes
Tuesday
236.400 €
9.675 €
107,45 €
600
1
2m²
7
National
Street
Yes
Tuesday
77.250 €
2.580 €
128,75 €
CIM PERFORMANCES
JCD AUTHENTIC
JCD TASTE
JCD CONSO F1 F2
Geographic layer
Target
Population size
Reach
GRP
OTS
Contacts
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
95
out of home
Contextual
NETWORK DETAILS
ADSHEL STATIONS
MALLS CARREFOUR
PAN-O-DISTRI
SIDES
NETWORKS
FORMAT
DURATION (DAYS)
COVERAGE
PRESENCE
LIGHTING
START ON
MEDIA RATE (GROSS)
TAXES (NET)
COST PER SIDE
580
2
2m²
7
National
44 main railway stations
Yes
Tuesday
69.020 €
No
119,00 €
439
2
2m²
7
National
82 Carrefour POS & Markets
Yes
Wednesday
56.400 €
1.734 €
128,47 €
243
2
2m²
14
National
139 POS
No
Wednesday
15.795 €
No
65,00 €
CIM PERFORMANCES
ADSHEL STATIONS
MALLS CARREFOUR
PAN-O-DISTRI
Geographic layer
Target
Population size
Reach
GRP
OTS
Contacts
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
NETWORK DETAILS
TMO DELHAIZE
CINEPOSTER
SIDES
NETWORKS
FORMAT
DURATION (DAYS)
COVERAGE
PRESENCE
LIGHTING
START ON
MEDIA RATE (GROSS)
TAXES (NET)
COST PER SIDE
500
3
2m²
7
National
133 Delhaize & AD Delhaize
Yes
Wednesday
67.500 €
750 €
135,00 €
229
3
2m²
14
NATIONAL
18 CINEPLEXES
YES
WEDNESDAY
32.000 €
no taxes
139,74 €
CIM PERFORMANCES
TMO DELHAIZE
CINEPOSTER
Geographic layer
Target
Population size
Reach
GRP
OTS
Contacts
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
96
out of home
Packages
NETWORK DETAILS
SIDES
NETWORKS
FORMAT
DURATION (DAYS)
COVERAGE
PRESENCE
LIGHTING
START ON
MEDIA RATE (GROSS)
TAXES (NET)
COST PER SIDE
ADSHEL MALLS
3.139
Ads hel Optimum + Ma l l s Ca rrefour
2m²
7
National
Street + Carrefour
Yes
Tuesday & Wednesday
284.857 €
12.502 €
90,75 €
CIM PERFORMANCES
ADSHEL MALLS
Geographic layer
Target
Population size
Reach
GRP
OTS
Contacts
N/A
N/A
N/A
N/A
N/A
N/A
N/A
Local
NETWORK DETAILS
ADSHEL GENT
ADSHEL ANTWERPEN
ADSHEL ANTWERPEN
ADSHEL ANTWERPEN
SIDES
NETWORKS
FORMAT
DURATION (DAYS)
COVERAGE
PRESENCE
LIGHTING
START ON
MEDIA RATE (GROSS)
TAXES (NET)
COST PER SIDE
250
350
275
225
1
1
1
1
2m²
7
Gent
Street
YES
Tuesday
28.891 €
988 €
115,56 €
2m²
7
Antwerpen
Street
Yes
Tuesday
37.230 €
1.383 €
106,37 €
2m²
7
Antwerpen
Street
Yes
Tuesday
31.203 €
1.067 €
113,47 €
2m²
7
Antwerpen
Street
Yes
Tuesday
28.366 €
889 €
126,07 €
CIM PERFORMANCES
ADSHEL GENT
ADSHEL ANTWERPEN
ADSHEL ANTWERPEN
ADSHEL ANTWERPEN
Geographic layer
Target
Population size
Reach
GRP
OTS
Contacts
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
97
out of home
Local
NETWORK DETAILS
ADSHEL ANTWERPEN
JCD BRUSSELS*
JCD BRUSSELS*
JCD LIEGE*
SIDES
NETWORKS
FORMAT
DURATION (DAYS)
COVERAGE
PRESENCE
LIGHTING
START ON
MEDIA RATE (GROSS)
TAXES (NET)
COST PER SIDE
150
450
150
250
1
1
3
1
2m²
7
Antwerpen City Centre
Street
Yes
Tuesday
20.488 €
593 €
136,59 €
2m²
7
Brussels
Street
Yes
Tuesday
54.000 €
1.755 €
120,00 €
2m²
7
Brussels
Street
Yes
Tuesday
21.000 €
585 €
140,00 €
2m²
7
Liège
Street
Yes
Tuesday
31.250 €
975 €
125,00 €
CIM PERFORMANCES
ADSHEL ANTWERPEN
JCD BRUSSELS*
JCD BRUSSELS*
JCD LIEGE*
Geographic layer
Target
Population size
Reach
GRP
OTS
Contacts
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
98
out of home
Large Size Billboards :
8 & 10m² Networks
NETWORK DETAILS
BP TOPAZE
JCD BRUSSELS 8*
JCD BRUSSELS 8*
JCD BRUSSELS 8*
SIDES
NETWORKS
FORMAT
DURATION (DAYS)
COVERAGE
PRESENCE
LIGHTING
START ON
MEDIA RATE (GROSS)
TAXES (NET)
COST PER SIDE
89
130
80
50
1
1
1
1
8m² + 10m²
14
5 Main cities + Others
Street
Yes
Wednesday
59.000 €
4.100 €
662,92 €
8m²
14
Brussels
Street
Yes
Tuesday
101.970 €
7.400 €
784,38 €
8m²
14
Brussels
Street
Yes
Tuesday
63.860 €
4.550 €
798,25 €
8m²
14
Brussels
Street
Yes
Tuesday
40.170 €
2.850 €
803,40 €
CIM PERFORMANCES
BP TOPAZE
JCD BRUSSELS 8
JCD BRUSSELS 8
JCD BRUSSELS 8
Geographic layer
Target
Population size
Reach
GRP
OTS
Contacts
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
99
out of home
20m² Networks
NETWORK DETAILS
JCD SUPERSTAR 24*
JCD SUPERSTAR 48*
JCD SUPERSTAR 48*
BP ACCESS
SIDES
NETWORKS
FORMAT
DURATION (DAYS)
COVERAGE
PRESENCE
LIGHTING
START ON
MEDIA RATE (GROSS)
TAXES (NET)
COST PER SIDE
550
625
700
500
1
1
1
1
20m² + 8m²
14
5 MC + 16 RC
Street
Yes
Tuesday
360.500 €
34.500 €
655,45 €
20m² + 8m²
14
48 CIM Cities
Street
Partial
Tuesday
381.100 €
34.750 €
609,76 €
20m² + 8m²
14
48 CIM Cities
Street
Partial
Tuesday
406.700 €
38.500 €
581,00 €
20m² + 10m² + 8m²
14
24 Urbans Centers
Street
Partial
Wednesday
289.000 €
29.200 €
578,00 €
CIM PERFORMANCES
JCD SUPERSTAR 24
JCD SUPERSTAR 48
JCD SUPERSTAR 48
BP ACCESS
Geographic layer
Target
Population size
Reach
GRP
OTS
Contacts
NATIONAL
12+
9.134.451
80,0%
2.222
27,8
202.993.910
NATIONAL
12+
9.134.451
84,1%
2.278
27,1
207.966.116
NATIONAL
12+
9.134.451
84,1%
2.278
27,1
207.966.116
NATIONAL
12+
9.134.451
78,1%
1.732
22,2
158.244.806
NETWORK DETAILS
BP COVER
BP POWER
TMO PREMIUM 24
TMO PREMIUM 48
SIDES
NETWORKS
FORMAT
DURATION (DAYS)
COVERAGE
PRESENCE
LIGHTING
START ON
MEDIA RATE (GROSS)
TAXES (NET)
COST PER SIDE
600
750
170
220
1
1
1
1
20m² + 10m² + 8m²
14
48 CIM cities
Street
Partial
Wednesday
349.000 €
33.300 €
581,67 €
20m² + 10m² + 8m²
14
24 Urbans Centers
Street
Partial
Wednesday
439.000 €
40.600 €
585,33 €
20m² + 8m²
14
North + Brussels
Street
Partial
Tuesday
127.000 €
6.900 €
747,06 €
20m² + 8m²
14
North + Brussels
Street
Partial
Tuesday
150.000 €
8.600 €
681,82 €
CIM PERFORMANCES
BP COVER
BP POWER
TMO PREMIUM 24
TMO PREMIUM 48
Geographic layer
Target
Population size
Reach
GRP
OTS
Contacts
NATIONAL
12+
9.134.451
81,9%
2.111
25,8
192.806.868
NATIONAL
12+
9.134.451
80,40%
2.361
29,4
215.623.974
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
100
out of home
NETWORK DETAILS
TMO COMBI PLUS
BP MOVING
BP CONTACT
SIDES
NETWORKS
FORMAT
DURATION (DAYS)
COVERAGE
PRESENCE
LIGHTING
START ON
MEDIA RATE (GROSS)
TAXES (NET)
COST PER SIDE
420
400
350
1
1
1
20m² + 8m²
14
North + Brussels
Street
Partial
Tuesday
195.000 €
TBD
464,29 €
20m²
14
National Intercity
Street
Partial
Wednesday
159.000 €
12.900 €
397,50 €
20m²
14
National
Street
Partial
Tuesday
129.000 €
12.700 €
368,57 €
CIM PERFORMANCES
TMO PREMIUM 48
BP MOVING
BP CONTACT
Geographic layer
Target
Population size
Reach
GRP
OTS
Contacts
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
N/A
101
out of home
Panoramic Networks
NETWORK DETAILS
MOF 16/340
MOF 16/420
MOF 16/760
MOF 36/TRIVISION
SIDES
NETWORKS
FORMAT
DURATION (DAYS)
COVERAGE
PRESENCE
LIGHTING
START ON
MEDIA RATE (GROSS)
TAXES (NET)
COST PER SIDE
345
1
425
765
34
1
Pa cka ge
1
16m² + Digital 4m²
14
National
Street + Stations
Yes
Monday
289.622 €
21.502 €
839,48 €
14
24 urban centers
Street + Stations
Yes
Monday
347.351 €
26.562 €
817,30 €
14
National
Street + Stations
Yes
Monday
500.750 €
48.064 €
654,58 €
36m²
14
5 Main cities
Street
Yes
Monday
108.947 €
7.493 €
3.204,32 €
CIM PERFORMANCES
MOF 16/340
MOF 16/420
MOF 16/760
MOF 36/TRIVISION
Geographic layer
Target
Population size
Reach
GRP
OTS
Contacts
NATIONAL
12+
9.134.451
76,9%
1.141
14,8
104.230.700
NATIONAL
12+
9.134.451
77,8%
1.306
16,8
119.287.177
NATIONAL
12+
9.134.451
82,4%
2.447
29,7
223.517.876
N/A
N/A
N/A
N/A
N/A
N/A
N/A
NETWORK DETAILS
MOF 36/60
MOF B2B 80
MOF 36/100
PRESTIGE 90*
SIDES
NETWORKS
FORMAT
DURATION (DAYS)
COVERAGE
PRESENCE
LIGHTING
START ON
MEDIA RATE (GROSS)
TAXES (NET)
COST PER SIDE
60
80
100
90
1
1
1
2
14
5 Main cities
Street + Stations
Yes
Monday
163.640 €
11.426 €
2.727,33 €
14
5 Main cities
Street + Stations
Yes
Monday
208.270 €
15.172 €
2.603,38 €
14
5 Main cities
Street + Stations
Yes
Monday
248.528 €
18.917 €
2.485,28 €
38m² + 21m²
21
5 Main cities
Street
Yes
Monday
231.750 €
29.300 €
2.575,00 €
CIM PERFORMANCES
MOF 36/60
MOF B2B 80
MOF 36/100
PRESTIGE 90
Geographic layer
Target
Population size
Reach
GRP
OTS
Contacts
5 MAIN CITIES
12+
2.634.799
75,7%
772
10,2
20.340.485
5 MAIN CITIES
12+
2.634.799
84,7%
1.149
13,6
30.268.567
5 MAIN CITIES
12+
2.634.799
85,3%
1.293
15,1
34.057.008
5 MAIN CITIES
12+
2.634.799
86,40%
1.774
20,5
46.737.373
102
out of home
Panoramic Mixes & Large Size Packages
NETWORK DETAILS
SIDES
NETWORKS
FORMAT
DURATION (DAYS)
COVERAGE
PRESENCE
LIGHTING
START ON
MEDIA RATE (GROSS)
TAXES (NET)
COST PER SIDE
MOF SUPERMIX 420
MOF MAXIMIX 480
MOF MAXIMIX 500
420
480
500
MOF16/340 + MOF B2B 80
MOF16/420 + MOF36/60
MOF16/420 + MOF B2B 80
36 + 16m² + Digital 4m²
14
National
Street + Stations
Yes
Monday
429.717 €
36.674 €
1.023,14 €
36 + 16m² + Digital 4m²
14
24 urban centers
Street + Stations
Yes
Monday
438.965 €
37.987 €
914,51 €
36 + 16m² + Digital 4m²
14
24 urban centers
Street + Stations
Yes
Monday
472.504 €
41.733 €
945,01 €
CIM PERFORMANCES
MOF SUPERMIX 420
MOF MAXIMIX 480
MOF MAXIMIX 500
Geographic layer
Target
Population size
Reach
GRP
OTS
Contacts
NATIONAL
12+
9.134.451
77,8%
1.450
18,6
132.401.932
NATIONAL
12+
9.134.451
78,9%
1.670
21,2
152.579.878
NATIONAL
12+
9.134.451
79,0%
1.836
23,2
167.712.712
NETWORK DETAILS
SIDES
NETWORKS
FORMAT
DURATION (DAYS)
COVERAGE
PRESENCE
LIGHTING
START ON
MEDIA RATE (GROSS)
TAXES (NET)
COST PER SIDE
MOF MAXIMIX 520
PRESTIGEMIX 24*
PRESTIGEMIX 48*
520
640
700
MOF16/420 + MOF36/100
Pres ti ge + SuperStar 24
Pres ti ge + SuperStar 48
36 + 16m² + Digital 4m²
14
24 urban centers
Street + Stations
Yes
Monday
516.637 €
45.479 €
993,53 €
38 + 21 + 20 + 8m²
14 & 21
National
Street
Yes
Monday / Tuesday
503.413 €
63.800 €
786,58 €
38 + 21 + 20 + 8m²
14 & 21
National
Street
Yes
Monday / Tuesday
542.683 €
67.800 €
775,26 €
CIM PERFORMANCES
MOF MAXIMIX 520
PRESTIGEMIX 24
PRESTIGEMIX 48
Geographic layer
Target
Population size
Reach
GRP
OTS
Contacts
NATIONAL
12+
9.134.451
79,0%
2.055
26
187.706.295
NATIONAL
12+
9.134.451
81,6%
3.048
37,3
278.394.360
NATIONAL
12+
9.134.451
85,3%
3.102
36,4
283.366.566
103
out of home
Summary of the Main Types of Outdoor Formats :
Airport Adversing
JCDecaux is the exclusive media owner at Brussels Airport, while ATP is currently liable for Charleroi, Liège
and Luxembourg Airports. In Charleroi, the situaon might change in 2014 due to a tender opposing ATP to
Clear Channel and JCDecaux. The airport adversing market proposes a wide range of formats. From
networks to single sites opportunies, covering the key areas and traffic flows. Arrivals & departures,
Shengen & non-Shengen, short & long term, indoor & outdoor,... For further details about airport adversing
please contact Posterscope Belgium.
Ambient Adversing
i
Ambient Adversing covers a large variety of environments and formats. From cinemas, cafés and
restaurants to pharmacies, fitness clubs, press and tobacco shops, hair salons, schools, student campuses,
copy shops, night shops, internaonal motor show and much more … there’s always an out-of-home
medium able to deliver a message towards a parcular target group. There are various companies each
one acve on a determined selecon of environments and somemes compeng on the same horizons.
For further details about Ambient Adversing please contact Posterscope Belgium.
i
BOOMERANG (Boomerang, Face2Face, Oxygen, Hydrogen, B-Mat, B-Bock, Change, …)
i
MEDIAFIELD (The Posters, The Bags, The Streets, The Expo, The Skyboard, The Air, …)
i
INSERT BELGIUM (Intenon, Opinion, Bonnie & Clyde, Windscreen, Malls TV, …)
i
GUIDO (School Posters, Campus Posters, Carrière Posters, Webpads, Kot Kalendar, ...)
i
MEDIAREEF
i
(…)
Mobile Adversing
A growing number of companies are now acve in Mobile Adversing. Euromobile and SpicyMoon are the
main two. They offer a great variety of formats and provide any geographical coverage from local to naonal.
Mobile Adversing is also very flexible in terms of planning as the minimum booking period amounts to only
one day. In the past years, Mobile Adversing has been increasingly used with promoonal teams for
sampling operaons on the field. For further details about Mobile Adversing please contact Posterscope
Belgium.
104
out of home
Public Transports
Metrabus and Lijncom are the only two media owners providing Public Transports adversing in Belgium.
Each one is acve on a determined region, for instance Metrabus manages the adversing space in Brussels
(STIB/MIVB) and Wallonia (TEC), while Lijncom is acve in Flanders (DE LIJN). Both companies offer a great
variety of formats, from vehicle’s sides and backs to full decorated soluons. In Flanders, ads couldn’t cover
the vehicle’s windows, but they have been authorized again providing some more visibility. Public Transports
are rather flexible in terms of planning and geographical coverage. For further details about Mobile
Adversing please contact Posterscope Belgium.
Megaposters
Scaffolds are a part of the every-day appearance of towns. Through appealing installaons and regular
changes of image, certain sites can become very aracve in terms of adversing space. It’s precisely the
reason why banners are being increasingly used for adversing purposes nowadays in top cies. Banner sites
are only available for a few months, mainly during construcon, renovaon or maintenance works of
buildings and the minimum booking period is 1 month. Geographically, the offer is limited to top cies
(5 main cies + seaside towns). Glass facades can also be wrapped using micro-perforated adversing
material. There are not less than 5 major players on the market*; therefore it is difficult to list all the current
and upcoming sites in a yearly publicaon. To get the latest updates and availabilities, please contact
Posterscope Belgium.
(*)Urban Media, Mega Media, BlowUp Media, JCDecaux, Think Media Outdoor, …
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Digital @ Dentsu Aegis Network
The digital brands of Dentsu Aegis Network in Belgium (as of 2014) are Isobar (digital mul-channel strategies, social
media experze, AdOps), iProspect (SEM) and Amnet (trading desk).
About Digital Behaviour
Misconcepon
Falsehood 1: "Online investments are not following”
A wrong percepon of reality. The tracked investments are indeed a bit behind, but even if it’s not a double digit, they
are sll growing. This is however just the p of the iceberg, the one for which we have a clear vision, shared across the
sector.
The other investments (performance in its enrety - CPC, CPA, RTB, the GDN, YouTube, Facebook, etc.), are as
important.
These buying models and supports have a good complementarity to the exisng offer from ‘classic’ sales houses. Said
partners sll are mainly proposing CPM (or CPP – cost per period), essenal when a brand needs visibility, notoriety or
image construcon.
CPM is in this case ideal, as it allows a very precise targeng of a measured audience, the possibility to select the
formats we want to use without any restricons and it ensures opmal reach and repeon. There is however a catch,
there is no click guarantee. At the very most there are benchmarks allowing an esmaon of potenal results.
Therefore, if the brand needs guaranteed traffic to its website in order to generate leads/acons (sell/pre-sell a
product, push catalogue requests, test drive, etc.) the complementarity between all models is indispensable.
In short, the proporon of performance based investments (for which we have very few figures) has evolved so much
that the classic buying model has been under great pressure lately. Yet, it is this one for which figures are
communicated. Therefore the vision of the market is biased. There is a real collaboraon needed here, between all
pares, to ensure a clear vision of the sector’s investments.
Falsehood 2: "bannering prevents creavity"
This one is not even a falsehood, it’s nonsense. The banner in the large sense of the term (all formats all together)
allows creavity without limits. Be it using stac banners, animated ones, video, Flash, in-banner interacvity, HTML5
but also by working with several formats appearing together on the page, that can complete or answer each other.
There are however several points that can interfere with creavity. Here are the main ones we note :
1.
An inial brief that does not consider bannering, or just sees it as a declension of either the TV copy, the print or
the OOH one.
2.
Ignorance from adversers and agencies of all the possibilies offered by this means of communicaon.
3.
A difficulty to work with mul-dimensions, in other words integrang the noon of interacon or ‘link to’. Old
habits die hard and too oen the creave process is a one-way street : a transmier to a receptor. The banner
allows for so many variants.
4.
The presence online is quite oen envisaged at the end of the strategic or creave process, once ‘classic’ media
have been covered. An online presence is considered when there are no more me and producon means.
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5.
Last but not least, more and more adversers dispose of internaonal media kits, that do not allow any
creavity, and are not adapted to the way of funconing of the adverser with its Communicaon Agency and
its Media Agency. Those materials are then misused, or, worse yet, not used at all.
There are mulple spectacular examples of campaigns where the Internet part has wisely been treated from a creave
perspecve. Feel free to use them as a source of inspiraon! (Don’t hesitate to ask your contact for global examples, or
for example directly from your sector) and let creavity flow !
Falsehood 3 : “click through rates are decreasing“
Let’s be clear, a certain form of adversing fague combined with an excess of adversing presence on certain
websites and a sll developing understanding of this communicaon channel, has led to weakening interacon with
onsite messages. And if campaigns underperform, the classic reflex is to add more budget which increases the
campaigns’ adversing presence, which in turn increases consumer fague.
An irreversible situaon ? Certainly not! Mulple techniques and increasingly precise data allow campaigns to be more
specifically targeted on one hand, and on the other allows potenal results to be more clearly extrapolated. This leads
to not only more controlled and targeted budgets but also to a significant increase in click through rates. Put simply,
more concrete results for less budget investment. All of this thanks to a beer use of data ! This is a domain that will
connue to develop over the coming years (see Trend 6).
Falsehood 4 : “social networks are expensive and not beneficial”
Communicaon via social networks is sll in a starng phase even though companies like ours have been acvely
working with it for over 6 years.
Everything and its opposite has been said about this form of communicaon, which generally remains to be fully
mastered. One misconcepon that is being brought up more and more is that social networks “yield nothing”. Once
again it is essenal to see it in perspecve.
Firstly, if we do not take into account Facebook ads (Facebook ad formats purchased by CPC), we can see that it can
generate a number of clicks and conversions that are somemes much higher than those of other online plaorms.
This is primarily due to the fact that Facebook allows for much more accurate targeng than many other media. This
benefits the company directly with measurable results in terms of conversions.
As well as that, it is fundamental to envision social media in general, and Facebook in parcular, for what they are. For
example, to facilitate the exchange of messages, comments, opinions, outbursts or declaraons of friendships and love
between interconnected individuals, but also between individuals and the brand.
Therefore it’s a great way to take the pulse of the brand, to collect Brand Promoters or to idenfy them to be able to
have them be of added value.
The “return on engagement” (ROE) is the ability to measure the posive impact of these interacons with or around
the brand. For that, we of course need to have long-term strategies and independent tools to measure the
performance. That is why we have opted for a privileged partnership with Socialbakers’ outstanding tool.
On the other hand, strategy takes me to implement and especially demands us to ask ourselves the queson what
role we wish to give social media in the arsenal of the brand’s communicaon, starng with this first queson: simple
campaign support or loyalty tools and long term engagement ?
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Falsehood 5: "the banner is dead"
Quite oen, adversers have this type of reacon during meengs or briefings but nothing could be further from the
truth. The banner is sll omnipresent, and connues to develop (+7% in 2012). It is inescapable and can’t be denied.
However, it is important to nuance things. The banner grew a lot during the last 12 years, especially since 2008-2009,
years during which performance-based buys (clicks and leads) became more important.
Today, the volume of banners bought via a CPM model (cost per thousand impressions) is under pressure. Up to 2009,
this model was predominant but since then it has been caught up by the others. The mulplicaon of performancebased partners also had an impact, with major players like Google (with amongst others its display network and
YouTube) or Facebook.
Those bought volumes are not communicated to the market, as opposed to the ‘classic’ CPM players (sales houses like
De Persgroep, BeWeb, Corelio, Pebble Media, Microso, etc.).
To summarize, the volume of bought banners is constantly increasing and will connue to do so ; but the context of
such buying has evolved and does not allow a clear view of global investments. We can only make an assumpon, per
client and agency. A real challenge for the forthcoming months will be to conduct a reconciliaon of all figures from
the market.
Trends
Trend 1 : Online video is here to stay
Time spent viewing online video content is increasing, especially for the 15-34 year olds (as demonstrated in the VINK
study), across various sources (content aggregators such as YouTube, video networks, local publishers) and devices
with laptops now supplanng PCs, tablets rising (24% of the 15-70 age populaon in Belgium uses them to watch
content) or smartphones. Inevitably adversing formats and budgets were quickly put in place by companies to reach
users via this rapidly expanding channel.
2014 will see this trend connue and see the development of a clear perspecve on the complimentary relaonship
between TV and internet here at Dentsu Aegis Network. This is certain to further increase the investment in video
inventory.
Trend 2 : Tablets
2011 was the year that tablets were fully launched, with large content providers developing apps designed to make
their content more accessible via these devices.
However, this was limited to trend seers and early adopters, and volumes remained relavely low. On top of that,
these apps did not always perform terribly well and many suffered teething problems.
In 2012 however this growing trend was clearly confirmed. The sale of tablets began to increase massively and at the
same me the offer available expanded. This culminated at the end of 2012 with content providers offering a free
tablet with subscripons to online media.
Clearly this is a major trend which connues to expand and with it comes a new way of consuming media, which in
turn quesons our way of communicang. Of course when we are talking about tablets, we are talking about being
mobile. This raises the possibility of geolocalisaon and the promising opportunies in SoLoMo (Social Local Mobile)
and for the retail industry. Food for thought for 2014 – especially if you are planning retail and OOH acvity.
As of February 2014, tablet penetraon is 30% (VINK study wave 2).
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Trend 3 : E-commerce sells well
As in 2011 (+23%), e-commerce in Belgium has seen double digit growth in 2012. This situates us more comfortably in
relaon to other European markets, which wasn’t the case before. While our average online baskets remain relavely
modest, more and more of us are now buying online and we’re doing it more oen. E-commerce is becoming an
important channel, generang between 1 and 2 billion Euros according to various sources (with almost €1.2 billion
being spent on Belgian sites and the remainder on foreign sites). This important shi serves to build the credibility of
online media and should help to unlock budgets amongst even the most scepcal of adversers. Internet generates
more and more revenue and all the beer for it. How does online perform for your brand ?
Trend 4 : Social networks come of age
2013 took communicaon via social networks to remarkable new heights. Firstly, there was a flurry of acvity that
took place around this formidable form of communicaon. Secondly, the investments really took off bringing social
media to the same level as specific classic media, if we only take into account Facebook and YouTube !
In short, the me to become more professional has come. Even if social networks sll allow us to experiment and to
explore at a lower expense, a connued presence can only be ensured with the aid of specialists, who can define and
implement the specific strategy, and by sacrificing a substanal part of the brand’s communicaon budget to be
opmized over the different social networks.
Without a shadow of a doubt, this is a subject that has become more and more current in 2013 and will generate in
2014 more consequent investments and a growing share relave to the different communicaon forms.
Trend 5 : Programmac buying is changing the landscape
Programmac buying, ad exchanges and real me bidding are key topics since 2012 – 2013. Built on the perfect
partnership between data and technology, this area is rapidly developing and provides a new perspecve on online
investments, and a news vision on the business model of digital media.
Everyone knows that a large part of adversing budgets will be funneled, and indeed are already being funneled,
through these plaorms which allow inventory to be sold via mulple partners impression by impression based on
very precise targeng (mainly thanks to collected, analysed and aggregated data). These services allow ght control
of costs and opmise the investment/return rao.
Inevitably this is a domain we need to pay a lot of aenon to as it is radically changing many of the systems which
have been in place for over 10 years.
Trend 6 : Data is essenal
Along with and linked to the rise of programmac buying, data also has a bright future ahead of it. Unquesonably a
corner stone of online communicaon, data is more and more central to discussions with adversers.
The more you master key data which serve for campaign opmisaon as well as prospecve analysis, the beer you
are at the centre of more general business decisions, well beyond the scope of communicaon acvies. Even more
so if you can build connecons between online data, offline data and business insights coming from the adverser.
There is sll work to be done before this data is concretely central in the decision making process around
communicaon strategies, but it’s clear that this trend is accelerang. It’s worth considering the role of data in
organisaons from now on and laying the groundwork for its smooth integraon into decision making.
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Trend 7 : Privacy and Consumer Protecon
Discussing online communicaon, data analysis, investment opmisaon based on online user behaviour or micro
targeng via Facebook and programmac buying plaorms without broaching the issue of privacy would be
disingenuous. Countless arcles have been wrien and many hours have been spent by both European and naonal
authories to beer understand the ins and outs of online communicaon, both tradional and mobile. The goal has
been to develop a policy framework to protect the consumer, especially in the domain of ‘private life’. This debate is
well advanced but far from being concluded.
As an adverser, it’s absolutely essenal to consider this queson to avoid feeling caught out if the regulatory situaon
changes. There’s no point in waing in the likelihood that the European law will become more restricve before trying
new strategies or at least considering the opons available.
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Millions €
223,6
201,0
188,8
168,3
129,2
% of total media
119,1
2006
2007
2008
2009
2010
2011
2012
2013
84,9
46,5
2006
2007
2008
2009
2010
2011
2012
Internet Penetraon in Belgium
Source : CIM Metriprofil 2012
Due to methodological issues, there are no updated data for the CIM 2012-2013
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2013
1,6%
2,7%
3,8%
4,1%
4,9%
5,3%
5,6%
6,0%
internet
Belgian Internet Mapping 2012*
Gender
Age
Language
Educaon
* Due to methodological issues, there are no updated data for the CIM 2012-2013
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Belgian Internet Mapping 2012*
Number of family members
Occupaon
* Due to methodological issues, there are no updated data for the CIM 2012-2013
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Online Interests
Type of websites visited on an average week
Source : CCS 2011
Internet acvies for private purposes—Daily or several mes a day
Source : CCS 2011
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Internet Use Intensity
Source : CCS 2011
Internet Use Frequency
Intensity on a week-end day
118
Source : CCS 2011
internet
E-commerce experience
Source : CCS 2011
Access Internet
Devices used to access internet on a weekly base
Source : CCS 2011
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social media
social media
The Social Media Chessboard in 2014
x
Facebook will assure its posion as main (and only?) real “cross
generaon” social media plaorm. Policians use it (whether they use it
properly or not). Celebries and brands have found a soluon by using fan
pages. Teenagers and grand-parents are on it, sharing content and
commenng. Everybody uses it differently, but together. Despite the usual
“Facebook is dead” arcles here and there, the audience data is good.
Mainstream you said ?
x
LinkedIn will become a premium desnaon for industry news and
therefore an important markeng channel instead of a simple recruitment
tool. The ad formats related to the newsfeed and the very aracve
targeng opportunies will help them to seduce adversers. As the rates
are quite high, a close eye will be kept on the performance results.
x
Twier will be under pressure. Aer its IPO, the plaorm must
demonstrate that its adversing formats seduce and that its specificity
(mainly due to the quality of its users) connues. Without being too
aggressive, Facebook will be merciless, always aligning itself with specific
features present on Twier (followers, hash tags, TV show specific
feeds,...).
x
YouTube’s audience will connue to grow, becoming the "new TV" for a
whole generaon. The real challenge will not be the content, but the
acceptance of its adversing formats. Skippable ads on YouTube received
lile public support and adversers didn’t help by using unadapted ads.
Being the media for “TV incremental reach” is aer all a bit poor for real
social media. That being said, YouTube belongs to Google and can expect
some movement in 2014.
x
Talking about Google, Google + will be less and less a laughing maer.
With very encouraging figures in the US, and with the whole Google sphere
around it (including influence from ad formats on G+ to SEO), Google +
must be watched closely in 2014.
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4 major Social Media trends in 2014
x
Media meshing will increase in 2014 (especially combining online sources and TV programs). About
50% are blending television viewing with other digital experiences and Twier and Facebook will fight
on that Social TV balefield on a daily basis. This will be in terms of both “engagement”, by proposing
a specific feed for live coverage, as well as in terms of ads, with specific formats synched with
television. Measuring the “social influence on TV” correctly will be the next step for marketers (by
using an efficient posive/negave/neutral evaluaon of comments/tweets).
x
Time spent on niche networks will sll increase in 2014. The success of applicaons like Snapchat or
WhatsApp will result in some movement on the market (from acquision to resignaon). The ability to
prove the business model via ads and targeng will be the key factor (e.g. Facebook leng Snapchat
go because of the difficulty to integrate ad formats in the content model). Keeping an eye on every
new network and allocang a small budget to “new social media opportunies” could be a winning
strategy to reach very specific and influenal target groups.
x
Finding and managing the influencers through social media will become an important part of the
acvity in 2014. Using exisng databases or CRM systems to link them with the right audience on social
media could lead to a very interesng “brand key ambassadors management” strategy and allow some
very powerful “share” acvaons. We will however stay very far from using this in a day-to-day
efficient “business intelligence” markeng strategy.
x
In 2014, most of the global groups will make a decision about a social media management tool.
Unfortunately for the agencies, they will probably have as many tools as clients. In their decision
process, aligned analycs will lead followed closely by publishing/conversaon features. There will be
some issues with these tools, as they will all have advantages and limitaons depending on their
original DNA. This “automaon evoluon” will however influence the relaonship between clients and
agencies, allowing a beer job reparon according to skills.
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social media
10 facts about social media in 2013
1.
There are over 10 million Facebook “apps”
2.
Twier’s fastest growing demographic is 55-64 year olds
3.
60% of Twier users access it from their mobile
4.
There are over 343 million acve users on Google+
5.
The +1 buon is served 5 billion mes per day
6.
67% of Google+ users are maleThere are over 3 million
7.
Linkedin company pages
8.
More than 16 billion photos have been uploaded to Instagram
9.
Food is the top category discussed on Pinterest at 57%
10.
There are over 1 billion unique monthly visitors on YouTube
Source : hp://www.jeullas.com
Legend
Internaonal
Belgium
Desktop
Mobile
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social media
Unique visitors/Month
6.346
6.469
nov-12
nov-13
+2%
5.086
4.634
4.262
-10%
3.772
+13%
1.272
1.028
887
+27%
640
560
+19%
306
+37%
+56%
607
416
118
-5%
TOTAL
Age
5%
11%
23%
21%
22%
21%
28%
20%
26%
33%
18%
27%
17%
18%
17%
19%
17%
15%
21%
55+
20%
12%
45-54
20%
19%
19%
18%
23%
18%
19%
18%
23%
25-34
19%
15-24
20%
17%
49%
18%
20%
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17%
15%
10%
13%
Linkedin
Google+
22%
34%
22%
Total Web Facebook Youtube
35-44
20%
Twitter Instagram
15%
Ask.fm
Pinterest
Source : comscore November 2013—Desktop measurement only
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social media
Sex
49%
52%
47%
45%
47%
47%
48%
52%
66%
Women
Men
51%
48%
53%
55%
53%
53%
52%
48%
34%
Total Web Facebook Youtube Linkedin Google+
Twitter Instagram Ask.fm
Pinterest
Time spent monthly
Average Minutes per Visit
Average Visits per Visitor
Facebook
12,1
26,1
Youtube
15,2
9,7
Linkedin
3,5
4,6
Google+
3,5
4,6
Source : comscore November 2013
Twitter
2,6
4,1
Instagram
2,4
3,1
Ask.fm
6,1
8,0
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social media
5 facts about Facebook
1.
There are now over 1.15 billion Facebook users
2.
One million web pages are accessed using the “Login with Facebook” feature
3.
23 % of Facebook users login at least 5 mes per day
4.
47% of Americans say Facebook is their #1 influencer of purchases
5.
70% of marketers used Facebook to gain new customers
Source : hp://www.jeullas.com
Facebook Desktop
Regular user is
a women, 45+yo
She spends 31 min.
each visits
She visits Facebook
26,1 X per month
Source : comscore Jan & November 2013 / Socialbakers
Top 5 biggest industries by Sum of Fans
FMCG
6.174.468
Fashion
Retail Food
Ecommerce
Alcohol
3.493.840
1.284.595
1.229.769
1.163.622
> 3.2 M
people
monthly
on mobile
Source : Socialbakers / Facebook
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on line search
on line search
Parcularies
•
Search Engine Markeng (SEM) is a component of an overall integrated online markeng strategy that
aims to increase your website's posioning (referred to as "visibility") within the search results of the
major search engines (like Google, Yahoo!, Bing and others) so that higher numbers of Internet users
(also known as "traffic") will visit your website
•
SEM strategies include natural Search Engine Opmizaon (SEO) (so that your website will appear at or
near the top of the organic search lisngs) and Search Engine Adversing (SEA) (so that your website
will appear within the adversing or “sponsored lisngs” secons on search results pages)
Advantages
i
Search Engine Markeng is a non-intrusive technique as it is all about Pull Markeng : the adverser is
giving informaon only to the people who are searching for it
i
Search Engine Markeng generates a high increase of traffic to your website
i
More than traffic, this technique generates high targeted and qualified leads as your website visitors
are people who are acvely searching for the products or for the services presented on the website
i
This technique has the lowest acquision cost of all markeng techniques making it the best weapon
for leads and sales generaon
Evoluon
i
Search Engines are always evolving and so are SEM techniques. The trends influencing Search Engine
Markeng strategies for the next years are the increasing importance of mobile and social plaorms
i
While cost-per-click in SEA campaigns will increase due to higher compeon, SEO will gain more and
more importance
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on line search
Use of search engines
How oen do you use online search engines ?
i
The use of online search engines is an integral part of everyday life; regardless of the age of the user or
the intenon of the search.
i
Our research shows that one person in two uses a search engine several mes a day. One person in
three even carries out between 10 and 50 searches per day !
95% of the populaon uses a search engine several mes a week
Source : iProspect Belgium Search Survey 2012 – Panel of 1000 BE surfers
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on line search
I use a search engine to…
i
More than 9 people out of 10 use a search engine to search for informaon about products before
making a purchase. This shows the enormous importance to be present in the search results for each
supplier in the Belgian market that is looking for new customers.
i
Search engines are also used to search for discount deals or new products (70%) and to find gi ideas
(60%) or websites (58%).
92% uses a search engine to obtain more informaon about a purchase !
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on line search
Which of the following products or services did you purchase during the last
3 months aer a search query ?
i
No surprise here: most products and services that are sold online are from the travel industry. Shortly
followed by the reservaon of a restaurant or the purchase of a concert cket.
i
When we dive deeper into the data, we see that men search twice as much for electronic products
than women. Younger people aged between 18 and 34 years search ten mes more for online credit
than people who are 55+. Interesng to know is that one in ten has opened a new bank account online
during the last three months.
i
The internet interest in FMCG is growing with between 3% and 6% of the respondents buying online
during the last three months and between 13% and 21% searching for informaon online.
75% made a purchase online during the last three months aer first having
searched online.
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on line search
Which search engines do you know and do you use frequently ?
i
The choice of the search engine is not surprising. Google leads the ranking with a crushing market
share of 99,9% and an ulizaon rate of 94%.
i
96% of respondents are aware of Yahoo! but rarely use it. The usage is here divided between yahoo.fr
(10,8%) and yahoo.nl (4,4%).
i
BING is the last of the class as regards the reputaon and usage, and this puts it in line with its
predecessor MSN Search. Note that only 74% of the populaon confirmed they are aware of the search
engine, regardless of the age of the respondents.
i
In this market survey we focus on the users of Google (94% of the respondents).
94.1% uses Google several mes a week.
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on line search
Reliability of the search engines
Do you know the difference between sponsored links and organic links ?
i
Despite the efforts of Google to clarify the difference between sponsored links and organic search
results (using a different background color and the inclusion of ‘sponsored link’ on the result
pages), only 53,6% of the regular users declare to know the difference between those two search
results.
i
Approximately two out of three non-regular users declared not to know the difference at all.
70.5% of the non-regular users do not know the difference between an organic link
and a sponsored link.
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on line search
Are the following areas sponsored according to you ?
19.6% of the users believe there are never sponsored links at the top
of the search results.
Zone A >
< Zone B
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on line search
What type of link is the most reliable according to you ?
i
One person out of two judges that there is no difference between the reliability of a sponsored or an
organic link. The other 50% of the respondents believes that there is a difference and that organic links
are more reliable (rao of 6 to 1).
6 to 10 find an organic link more reliable.
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on line search
In what sense has the reliability of the search results on Google evolved
during the last 12 months ?
i
The majority of the internet users (71,8%) say that they have not noted a difference in the reliability of
the search results. However there are several changes made by Google (159 during Q1 2012 1) to
improve the quality of the search results.
i
Google manages thus to keep the quality of the results at the same level, which may explain the high
market share.
i
We also note that 17,5% believe that the quality of the search results has improved, compared to only
10,7% who sees a negave evoluon.
1
Source : insidesearch.blogspot.fr
7 to 10 have noted no difference in the quality of the search results.
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on line search
Validaon by observaon
Can you, by clicking with the mouse, specify the area on the page where you
would click first ?
i
We asked our panel to click on the results of a Google search results page that seemed the most
relevant to them.
The search queries were divided into transaconal, informaonal and navigaonal search queries.
i
The Dutch and French results are displayed side by side, with a red dot for each click of the 988
respondents.
i
Apart from a slight increase in clicks at the boom of the page, the vast majority of the people clicked
on the first three results, from both the organic search results and the sponsored links.
i
Hence the importance for websites to increase their visibility in the search engines.
Top 3: the vast majority of people click on the first three results of both the organic
search results and the sponsored links.
Search Quey
Search Engine Ad
The purchase of ads to appear
within the paid search results on
a cost per click
Search Engine Opmizaon
The opmizaon of websites to
appear in a good posion in the
organic search results
140
on line search
Search query “flight Brussel New York”
141
on line search
Search query “reach BMI”
142
idtv
idtv
iDTV – Interacve Digital TeleVision
Belgian iDTV landscape : current situaon (end of 2013)
i
The different providers
a.
Telenet Digital TV
- Through cable distribuon, Flanders & Brussels (Indi & Brutélé since 10/08)
- End of 2013 : 56% penetraon North, 3% in the South (Brussels)
- Available : VOD, EPG + recording, direct access, e-mailing, photo sharing, games, interacvity,
portability with Yelo
- High Definion TV available from 2008
b.
VOO
- Through cable distribuon, South & Brussels
- End of 2013 : 28% penetraon in the South
- Available : EPG + recording, Digitexte, Interacve services (messaging, BeMétéo...), VOD,
portability with VOO Moon
c.
Belgacom TV
- Through ADSL, available North & South
- End of 2013 : 29% penetraon North, 50% in the South
- Available: VOD, EPG + recording, direct access, interacve services, mobile television with Belgacom
Partout
- High Definion TV available from 2008
d.
BASE Snow
- Through the Belgacom Signal but with own Set top box
- Available North & South
- USP: Basis package and pay per extra channels
- Available: VOD, EPG, recording system
- High definion
- No data available yet
e.
Numericable
- Brussels (Brussel, Laken, Molenbeek, Anderlecht, Neder-over-Heembeek, Haren, Watermael-Boitsfort,
St Joost Ten Node, Wemmel, Drogenbos)
- End of 2013 : 4% penetraon
- Available : High Definion TV , VOD, Video Club, EPG
f.
TeleSAT & TV Vlaanderen
- Digital TV by satellite
- End of 2013 : ± 100.000 subscribers
- Available: ‘Bouquets’, channels opon
145
idtv
Digital Television Market Share | Naonal
No Set top box
11%
NUMERICABLE
2%
VOO
12%
BELGACOM
37%
Source : Audimetrie; 04+, Jan 2014
146
Others
3%
TELENET
35%
idtv
Set Top Box Reach Evoluon
North
82%
82%
83%
84%
85%
85%
BELGACOM
85%
86%
86%
DIGITAL TV
56%
55%
55%
56%
56%
56%
29%
29%
29%
30%
30%
29%
27%
28%
26%
28%
25%
27%
24%
2012
December
57%
November
57%
June
57%
May
56%
April
57%
March
22%
85%
57%
February
21%
58%
84%
TELENET
January
21%
23%
20%
22%
20%
22%
19%
21%
23%
November
58%
October
59%
September
59%
August
59%
July
57%
June
57%
May
56%
April
55%
March
55%
February
54%
85%
October
78%
82%
September
77%
82%
August
76%
82%
July
75%
81%
January
54%
74%
81%
December
73%
79%
84%
84%
84%
83%
84%
2013
South
75%
76%
76%
77%
78%
83%
83%
BELGACOM
NUMERICABLE
DIGITAL TV
43%
43%
44%
44%
42%
43%
41%
42%
40%
41%
43%
45%
24%
25%
25%
26%
26%
24%
26%
24%
25%
23%
24%
22%
2012
50%
49%
50%
26%
26%
26%
26%
27%
27%
26%
27%
27%
27%
27%
27%
2013
August
July
3%
3%
3%
3%
3%
3%
3%
3%
3%
3%
3%
3%
3% 5% 3%
3%
3%
5%
5%
5%
5%
4%
4%
4%
4%
4%
4%
4%
4%
4%
4%
4%
June
5%
49%
May
3%
50%
April
5%
48%
50%
47%
48%
49%
47%
March
3%
VOO
TELENET
46%
February
5%
December
3%
November
5%
October
3%
September
5%
August
3%
July
5%
June
3%
May
February
5%
April
4%
5%
March
4%
January
82%
December
75%
82%
November
74%
81%
October
74%
81%
September
73%
80%
January
70%
72%
78%
Source : CIM
Audimetrie; based
on people who have
a set top box
147
mobile
mobile
Introducon
Over recent years, Mobile has become an ever more important device in our lives*, allowing us to watch
audiovisual content live and on demand, read articles, browse and update social networks, chat with friendsvirtually anything that can be consumed on off- and online supports. The iPad, launched in Belgium in the
summer of 2010 and followed by other brands such as the Samsung Galaxy Tab, is already at its 5th version
(called the iPad Air) and has even been launched as the iPad Mini. A significant number of Belgian
households are now equipped with this device and frequently used in the family life**.
Mobile internet consumption was given a fresh new start, particularly for news brands which all developed
various mobile access points for their content (from mobile site to apps working under the main operating
systems). New opportunities such as video content within an article are now possible thanks to those new
technologies.
There is a huge opportunity for new consumption of ‘classic’ media content thanks to convergence:
interaction with TV via an app as Shazam TV, scanning a QR code on a billboard or from print media, ...
Communication via mobile is immediate and interactive. By adding mobile to one-way media such as TV,
billboard or print, they become two-way. This obviously increases the importance of content tremendously,
as well as the ever growing role of data measurement.
Thanks to this, there are many new opportunities for brand presence and advertising strategies. As it is
rapidly advancing, more and more players appear on the market. Therefore, it is important for a brand to
make sure to use the right mobile solutions for its particular objectives.
Finally, social networking is accelerating mobile internet growth dramatically, as it is the second highest user
activity rafter searching for news. Please also note an important trend called SoLoMo, for Social-LocalMobile. Good to know !
* 33% of Belgians own a Smartphone (VINK | Wave 2, Feb. ‘14)
** 30% of Belgians own a Tablet (VINK | Wave 2, Feb. ‘14)
151
mobile
Mobile internet
Mobile follows the “always on” principle, to which the consumer is progressing. Mobile internet benefits
from a high potenal for expansion. Every mobile phone sold in Belgium today is equipped with this
technology.
The size of the device as well as the condions of use lead to short and funconal usage of mobile internet.
Most of the mobile users connect with a precise idea of what they are looking for. The essenal informaon
has to be rapidly accessible.
By creang a mobile website, adversers can adopt a very interesng approach to interact with mobile
users at every moment of the day. Mobile websites allow adversers to communicate their message in a
pocket format, in a closer and more efficient way than on a normal website. Also, to be really efficient, a
mobile website has to avoid being a poor copy of the brand’s main website. It has to be adapted to every
single mobile phone so that every single consumer experience is sasfying.
In terms of rich media, the mobile site offers a lot of possibilies that have yet to be exploited by adversers
as real opportunies to make the experience even more interesng. More and more mobile users are
interested in the possibility of paying for physical goods with their mobile phones. Besides videos or
animaons, there are some exclusive funcons of this media like personalized informaon depending on the
moment and the place, or geo-localizaon.
Mobile Adversing
As we have seen, mobile is becoming an integral part of many Belgian’s lifestyle. Meanwhile adversers sll
are not giving mobile enough consideraon in their markeng and communicaon strategies.
The following reasons shed some light on their underesmaon of its importance :
i
i
i
i
They are not sufficiently aware of the mobile reality facts (cf. penetraon).
They are worried because of misconcepons (i.e. iPhone apps are a must, compability, huge costs, ...).
They are concentrang media investments on what they know, especially in crisis periods.
At the same moment, the Rubicon Project (world wide) announces that the investments on mobile will
more than double in 2014.
There are many opportunies for brand presence on mobile :
Media Buying
Nearly all Belgian media brands are mobile friendly. They offer targeted audiences on mobile. In
prolongaon of media campaigns, these audiences could easily be considered.
Sll, it’s important to remember that an aer-click mobile landing page needs to be provided. Ideally, the
whole website should be mobile friendly, but just one or two pages being re-formaed is acceptable for a
campaign.
Goals : visibility and traffic.
152
mobile
Added Value Services
The question is : what can your brand offer to give extra value to your customers in order to enhance
their experience of your product/service ? This kind of action often goes through application
development. The best examples are shopping lists, train schedules or recipes.
Please be aware that media buying will be needed to push this service.
Goals : image and loyalty.
Search
While on the go, mobile users are looking for things: brands while shopping, addresses and advice. Let’s
consider these requests and potenal answers in an appropriate way. Consider aspects of mobility— not
those of the desktop. Let’s give them a map or a phone number they can use in one “finger click”.
Goal : call-to-acon.
Innovaon
Augmented reality technology placed in a magazine like Flair gives brands the opportunity to add extra
informaon in a magazine adversement (url, video, social buons, ...).
Today, it is a nice element to test, but should not be considered as a strategy.
M-Commerce
Mobile is slowly becoming an important means for purchasing consumer goods from small purchases like
metro ckets, to more important ones like clothes. Some soluons offer a service of QR codes placed on
offline media (PQ, Outdoor), illustrang what the user can buy and have delivered at home.
Goal : sales.
The QR code is sll debated. Today, it has to be considered as the main possibility of convergence
between media and mobile. In the future, we will probably use more user friendly technologies, such as
the visual search. The main point is that convergence is a priority when talking about mobile markeng.
Applicaons vs HTML5
Mobile apps are compact software programs that perform specific tasks for the mobile user. There are
mobile apps for all kinds of mobile phones, and they were around long before Apple’s iPhone. Thanks to the
iPhone however, mobile applications have become a very important business in a very short amount of time.
They cover every domain and respond to a large range of objectives : a source of income in itself, or a communication/image/loyalty tool for a brand that offers it for free.
Mobile applications are available to consumers on online stores such as the App Store (Apple), Google Play
(Android) and Windows Marketplace.
Once downloaded, applications are easy to find and to use: the brand’s logo figures on the mobile desktop as
a link to the app. There is no need for a constant web connection to be opened and operational, they will be
updated once connected later.
Today, we observe a switch from applications (to be downloaded in app markets, such as App Store,
or Android Market) to HTML5. (Reminder : Apple does not allow the usage of Flash on its mobile devices).
HTML5 is a coding language that allows programs to run through a web browser rather than a specific
device. This means users will be able to access the same programs from any device. We will probably
observe an important simplification of the mobile market as a result.
153
live
communication
live communication
Parcularies
i
Live communicaon is a quick and flexible way of interacng with consumers
i
Mul channel approach is unique
i
Selecvity in target groups
i
Relevant medium to get in touch with specific target groups
Advantages
i
Targeted communicaon and relaon with consumers
i
Selecvity in locaons and venues
i
Geographical spread is an advantage
i
Creavity in concepts based on specific locaons, target groups, …
Evoluon
More and more adversers find their way to live communicaon because of the flexibility and selecvity. If
we as live communicaon specialists are involved in a media-plan as of the beginning, we can create a fully
integrated communicaon plan where live communicaon is the facilitator to create a one-on-one relaon
with your consumers.
157
live communication
“Making the right impulses top-of-mind”
Nowadays consumers get a lot of impulses and informaon through adversing.
As an adverser, it is becoming increasingly difficult to stand out among the masses with your messages.
Yet there are many creave ways to achieve this. Through "live communicaon" a parcular message can
rise from the masses and again create top-of-mind awareness.
Through classic media, but also in the streets, consumers constantly get new impulses and messages. These
messages are oen stored somewhere in the brain. It’s the job of the “live communicator” to smulate these
impulses and acvate them at the right me, on the right locaon and create a connecon with the clients’
product or service. It’s all about creang that “aha-moment” where consumers see the link with what classic
media installed and what we acvate.
When consumers get in touch with a product or service, the chance that they will remember it when they
are buying a product or service from the same category, is much higher.
“Live communicaon”
It’s their specialty to acvate impulses with a creave and relevant campaign or concept and to get in
contact with consumers, get their aenon and pass the right message. Through live communicaon they
are able to target the consumers and be as selecve as clients want to be them.
158
grand duchy of
luxembourg
grand duchy of luxembourg
Socio-Demographical Structure of the Populaon
of the Grand Duchy of Luxembourg
Total 15 years and +
SEX
Men
Women
PRP
AGE
15-24
25-34
35-49
50-64
65+
NATIONALITY
Luxembourg
Portuguese
Others
PROFESSIONAL ACTIVITY
Independent (except liberal occupation)
High executives + Liberal occupation
Medium executives+ employee
Worker
Housewives
Retired
Unemployed
Students
Others
HABITAT
Luxembourg - City
Rest of the centre
South
North
East
445.800
221.300
224.500
251.300
49,6%
50,4%
56,4%
65.700
78.200
128.000
99.100
74.900
14,7%
17,5%
28,7%
22,2%
16,8%
250.000
72.300
123.500
56,1%
16,2%
27,7%
5.900
59.500
150.300
34.600
32.600
93.400
7.900
56.500
5.200
1,3%
13,3%
33,7%
7,8%
7,3%
21,0%
1,8%
12,7%
1,2%
84.500
72.800
168.300
68.100
52.100
19,0%
16,3%
37,8%
15,3%
11,7%
Source : TNS-ILReS Plurimedia 2013
161
Breakdown of the Investments by Medium 2013
Affichage
4,6%
Cinema
1,5%
TV
12,9%
Dailies
40,3%
Radio
21,4%
120.140.806 millions €
Magazines
19,3%
Source : MDB Nielsen 2013
Evoluon of the Total Media Investments
'000 €
129.893
120.465
97.783
87.090
2003
133.545
133.496
130.537
124.907
120.141
101.999
91.200
2004
2005
2006
2007
2008
Source : MDB Nielsen (without classified ads)
162
2009
2010
2011
2012
2013
Evoluon per Media 2010 -2013
50%
2010
2011
2012
2013
45%
2010
2011
2012
2013
40,3%
40%
35%
Total investments
133,5 millions €
133,5 millions €
130,5 millions €
120,1 millions €
30%
25%
21,4%
19,3%
20%
15%
12,9%
10%
4,6%
5%
1,5%
0%
Dailies
Magazines
Radio
TV
Affichage
Cinema
Source : Nielsen
Top 20 Adversers - Total 2013
1
GROUPE SAINT-PAUL
€ 3.864.326
11
AUTODISTRIBUTION LOSCH
€ 1.088.303
2
CACTUS
€ 3.494.110
12
BABY CENTER
€ 1.088.044
3
DE MIWWEL & KICHECHEF
€ 1.892.222
13
MOBEL ALVISSE
€ 1.077.492
4
BANQUE ET CAISSE D'EPARGNE DE L'ETAT
€ 1.713.254
14
RENAULT
€ 1.011.410
5
TANGO SERVICE SA
€ 1.598.358
15
ORANGE SA
€ 993.550
6
MOBEL MARTIN
€ 1.473.330
16
BGL BNP PARIBAS SA
€ 991.870
7
P&T LUXEMBOURG
€ 1.455.391
17
LIBO
€ 984.403
8
LUXGSM
€ 1.436.586
18
EDITPRESS Luxembourg
€ 964.134
9
PEUGEOT
€ 1.257.597
19
BANQUE RAIFFEISEN
€ 943.201
10
CLUBS DE RENCONTRE
€ 1.163.996
20
FORD
€ 932.006
Source : Nielsen 2013
163
Television : Cumulave Audience per Day
Monday - Friday - 12+ - Exposure Duraon (min)
400.000
75,5%
200
mo-fr
350.000
exposure duration (min.)
180
160
300.000
140
120
200.000
100
31,7%
min.
ind.
250.000
80
150.000
60
100.000
14,3% 13,4% 11,7% 10,6% 10,0% 9,7%
50.000
8,1%
40
5,3%
4,2%
3,9%
0
20
RTP Internacional
Vox
Sat 1
FRANCE 2
M6
ZDF
ARD
RTL Television
Pro 7
TF1
RTL Télé Lëtzebuerg*
TV TOTAL
0
Source : TNS-ILReS
Plurimedia 2013
* including den 2.ten RTL &
RTL TV via Internet
Television : Market Shares
Monday - Friday - 7pm-11pm - 12+
RTL Télé
Lëtzebuerg*
12,2%
Others
35,7%
TF1
8,2%
Pro 7
7,7%
RTP
Internacional
2,7%
TVI
2,9%
Sat 1
3,2%
164
ZDF
6,4%
France 2
3,8%
ARD
5,2%
M6
5,8%
RTL Television
6,2%
Source : TNS-ILReS
Plurimedia 2013
* including den 2 ten RTL
Radio : Cumulave Reach Average Day
Monday - Friday - 12+ - Average List. Duraon (min)
400.000
200
76,5%
mo-fr
350.000
List. duration (min.)
180
160
300.000
140
120
42,9%
200.000
100
min.
ind.
250.000
80
150.000
60
19,8%
100.000
40
7,1%
50.000
6,8%
5,7% 3,7% 3,5%
3,5%
3,4%
2,3%
2,2%
0
20
Classic 21
NRJ
France Inter
France Info
100,7 (Radio
Socioculturelle)
RTL France
Latina
RTL Radio Die Besten Hits
DNR
Eldoradio
RTL Radio Letzebuerg
RADIO TOTAL
0
Source : TNS-ILReS
Plurimedia 2013
Radio : Cumulave Reach Average Day
Monday - Sunday - 12+
400.000
350.000
mo-su
73,3%
300.000
40,6%
200.000
150.000
6,4%
5,3%
Latina
6,6%
50.000
DNR
17,9%
100.000
3,5% 3,3%
3,3% 3,0%
2,2% 2,0%
Source : TNS-ILReS
Plurimedia 2013
NRJ
Classic 21
France Inter
France Info
RTL France
100,7 (Radio
Socioculturelle)
RTL Radio Die Besten Hits
Eldoradio
RTL Radio Letzebuerg
0
RADIO TOTAL
ind
250.000
165
Radio : Market Shares
Monday - Friday - 5-24 h - 12+
France Inter
2,1%
Classic 21
2,2%
Others
SWR 3 15,8%
2,0%
RTL Radio
Letzebuerg
42,4%
100,7 (Radio
Socioculturelle)
2,7%
RTL France
3,3%
Latina
4,1%
DNR
4,6%
RTL Radio Die
Besten Hits
5,0%
Eldoradio
15,9%
Source : TNS-ILReS
Plurimedia 2013
Radio : Market Shares
Monday - Sunday - 5-24 h - 12+
France Inter
Classic 21 2,1%
Others
17,1%
2,2%
SWR 3
2,2%
100,7 (Radio
Socioculturelle)
2,7%
RTL France
3,6%
RTL Radio
Letzebuerg
42,1%
Latina
4,0%
DNR
4,3%
RTL Radio Die
Besten Hits
4,9%
166
Eldoradio
14,8%
Source : TNS-ILReS
Plurimedia 2013
Print Media : Readership Last Period - 15+
15+
Reach %
Net circulation
(Paper)
(Controlled CIM)
Frequency
Language
Rates 1/1 FC (€)
Le Quoti di en*
D
F
6,5%
7.384
3.182
L'Es s enti el *
D
F
30,5%
99.704
4.990
Lëtzebuerger Journa l
Luxemburger Wort*
D
D
F/G
G
2,3%
39,8%
n.a .
65.602
5.127
10.248
Ta gebl a tt*
D
G
10,1%
18.067
5.392
Zei tung vum Lëtzebuerger Vol l ek
MAGAZINES
D
F/G
0,6%
n.a .
3.011
Auto Moto
M
G
15,9%
63.304
2.648
Auto Revue
M
G
17,1%
127.802
2.110
Autotouri ng
Bol d Ma ga zi ne
BM
8/Y
F/G
F
36,6%
na
127.802
6.420
3.765
2.200
Ci ty Ma ga zi ne / Ci ty Agenda Luxembourg
M
F/E
8,1%
n.a .
3.375
Conta cto
Correi o
W
W
P
P
13,0%
2,6%
24.802
n.a .
2.755
1.945
De Letzebuerger Ba uer
M
F/G
2,3%
n.a .
-
Den Nei e Fei rkrop
D'Lëtzebuerger La nd
W
W
G
F/G
6,6%
3,6%
n.a .
n.a .
5.507
Femmes Ma ga zi ne
M
F
7,7%
6.086
2.430
TRI
F/E
10,7%
n.a .
4.450
5 x/y
P
F
G
5,2%
9,7%
n.a .
n.a .
910
1.800
DAILIES
Fl ydos cope
Foyer de l a femme
Ga a rt a n Heem
Gra ffi ti (da ns Revue)
M
F
19,6%
10.299
2.145
Le Jeudi
Luxemburg Femi ni n
W
TRI
F
F
6,5%
5,0%
10.299
3.135
3.978
3.045
Luxuri a nt
BM
F
2,9%
11.701
2.900
Ma de i n Luxe
BM
F
na
7.141
2.495
3.590
Pa perja m
M
F
9,3%
n.a .
Regul us
TRI
G
6,4%
n.a .
-
Revue
W
G
16,8%
16.529
2.155
Tél écra n
W
G
25,5%
30.036
2.597
TV3 **(Tél érevue, De Progra mm,Tél é-Hebdo)
FREE REGIONAL PRESS
W
F/G
28,0%
n.a .
2.799
I-ma i l (fol der)
LuxBa za r
W
W
fol deri ng
F
46,6%
7,6%
134.100
n.a .
> 5.183
1.540
Lux-Pos t
W
F/G
18,1%
129.961
3.850
Mus el Zei dung
Sa uer Zei dung
M
M
G
G
10,1%
4,4%
n.a .
n.a .
1.696
1.152
**TV3 : net RLP of 3 main titles
* including e-paper readership
Source : TNS-ILReS Plurimedia 2013
CIM
167
The Main Types of Outdoor Formats
LUXEMBOURG
JCD BOOSTER
JCD SELECTO
JCD TURBO
JCD URBAN 3
PUBLI-LUX NATIONAL
PUBLI-LUX CACTUS
SIZE
DURATION
2m²
2m²
2m²
2m²
2m²
2m²
7 days
7 days
7 days
7 days
7 days
7 days
# SIDES
140
50
190
90
174
160
Source : Posterscope
Cinema : The Cinema Network
nbr of theatres
Utopolis
CineBelval
Utopia
Starlight
Ariston
Kinosch
Le Paris
Kursaal
Scala
Cinémaacher
Sura
Orion
Prabelli
Cinewaasserhaus
Total network
Source : Posterscope
168
Luxembourg
Esch-sur-Alzette
Luxembourg
Dudelange
Esch-sur-Alzette
Esch-sur-Alzette
Bettembourg
Rumelange
Diekirch
Grevenmacher
Echternach
Troisvierges
Wiltz
Mondorf-les-Bains
10
7
5
2
1
1
1
1
1
1
1
1
1
1
34
RATECARD
(€)
21.840
9.150
28.690
15.840
15.176
12.876
Internet : Use Evoluon - To Consult the Sites - 12+
78,5% 78,1%
83,7%
80,2%
74,7%
70,0%
65,5%
61,8%
54,8%
49,0%
44,5%
39,4%
35,2%
29,4%
23,6%
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
Source : TNS-ILReS
Plurimedia 2013
Internet : Daily use - 12+
83%
79%
75%
73%
67%
61%
60%
34%
pop. 12+
12-24 y.
25-34 y.
35-49 y.
50-64 y.
65 y. +
Men
Women
Source : TNSILReS Plurimedia
2013
169
jargon
jargon
A
Above the line (ATL) : Mode of acon using mass media (TV, Radio, Cinema, Press, OOH, Internet).
AB tesng : Refers to two different versions of a page or a page element such as a heading, image or buon. AB tesng is aimed at
increasing page or site effecveness against key performance indicators including click through rates, conversion rates and
revenue per visit.
Account : (1) Budget, (2) Client, adverser, (3) Execuve in charge at agency.
Accountability : (possibility of the) measurement of the campaign return.
Acons (social media) : The number of people who made an acon on your post within 24 hours of viewing your ad or within 28
days aer clicking on the ad.
Ad awareness : Recall of the ad message, usually measured via a survey.
Ad Exchange : is a sales channel between publishers and ad networks that can also provide aggregated inventory to adversers.
They provide a technology plaorm that facilitates automated aucon based on pricing and buying in real-me. Ad exchange
business models and pracces may include features that are similar to those offered by ad networks.
Ad inventory : The total number of ad impressions that a website can sell over time (usually specified per month).
Ad monitoring : Adversing clipping (or) adversing tracking via impact surveys.
Ad placement / posioning : Adversing locaon, posion of the message.
Ad server : Is a web server dedicated to the delivery of adversement. This specializaon enables the tracking and management of
adversing related metrics.
Ad spending / ad spend, investment : Adversing investments / (usually) gross budget invested in ATL.
Adjency : TV ad break posioned between programmes.
Adstock : Adversing message presence in mind.
Adware : Computer soware provided to the user free of charge or at a discounted price that downloads and displays adversing
to support its connued development and maintenance. This soware oen tracks what Internet sites the user visits.
Affiliate marketing : An agreement between two sites in which one site (the affiliate) agrees to feature content or an ad designed
to drive traffic to another site. In return, the affiliate receives a percentage of sales or some other form of compensation
generated by that traffic.
Algorithm : The set of ‘rules’ a search engine may use to determine the relevance of a web page (and therefore ranking) in its
organic search results. See also organic search results and Search Engine Opmisaon.
Affinity : (Posive) relaonship of a media with a target audience, or “selecvity” but ‘selecvity’ is not used in English to express
"selecvité" or "selecviteit".
Ambient media : Usually out of home adversing mode of acons, related to specific locaons or specific targets.
Atude : Opinions and atudes insights are used to understand the consumer posion versus brands, adversing, social and
lifestyle trends. They cover broader and deeper descripons than observable behaviours.
173
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Audience measurement : Measurement of a media audience or reach, based on extrapolaons founded on sample declaraons.
Audio on Demand (AOD) : Rent audio via an on-line/cable library.
Audience profile : Descripon of a media audience through socio-demographic criteria. Or less frequently through psychosociological criteria.
Augmented Reality : Based on the image produced by the camera, your device adds addional informaon to the screen
(e.g.: direcons of metro lines, name and history of a building…).
B
Banner : A graphic image displayed on an internet page used as an ad. See www.iab-belgium.be for voluntary guidelines defining
specificaons of banner ads.
Behaviour : Descripve understanding of a consumer, opposed to the atude / opinions approach (see above), based on
declaraon and deducon.
Behavioural Targeng : Using previous online user acvity (e.g., pages visited, content viewed, searches, clicks and purchases) to
generate a segment which is used to match adversing creave to users (somemes also called Behavioral Profiling, Interest-based
Adversing, or online behavioral adversing). Behavioral targeng uses anonymous, non-PII data.
Below The Fold Placement : A term derived from printed media, which is used to indicate whether a banner adversement or
other content is displayed on a web page with (below the fold) or without (above the fold) the need to scroll.
Below the line (BTL) : Mode of acon not using mass media ; it includes a wide range of acon modes which are oen present in
the point of sale (POS) or applied via interacve means (phone, mail, direct markeng).
Benchmark : Reference of the market, quantave norm or standard.
Billboard : Poster site; in Belgium: may be a short duraon TV spot used for sponsoring acvity.
Brand equity : Value(s) of a brand, financial and/or markeng capital.
Break / Block : Adversing space in television, formed by various commercials.
Broadcaster : Intermediary between programme producers or owners and audience, in charge of the (programme) broadcasng /
distribuon. More oen: owner of a television company.
Browsing (vs. app) : The browsing part of mobile refers to the use of Mobile websites running on the browser of a device using
standard internet technology (HTML) which can be fully accessed via a data connecon. This concept is oen opposed to mobile
applicaons, which are (mini)-programs created for a specific mobile plaorm that must be installed on the mobile.
Burst : Campaign that is concentrated in a short wave (or phase).
Buyer : Funcon consisng in buying media space.
174
jargon
C
Category : Sector of a product / industry sector or sub-sector.
Center break : Adversing break interrupng a (TV) programme.
Channel : TV or Radio staon.
Circulaon : Quanfied distribuon of a magazine or a newspaper.
Classified : Or "class ads"; adversements that are classed by content type.
Click fraud : Is a type of internet crime that occurs in pay per click online adversing when a person, automated script, or
computer program imitates a legimate user of a web browser clicking on an ad, for the purpose of generang a charge per click
without having actual interest in the target of the ad’s link.
Click-through : The acon of following a hyperlink within an adversement or editorial content to another Web site or another
page or frame within the Web site. Ad click-throughs should be tracked and reported as a 302 redirect at the ad server and should
filter out roboc acvity.
Cloud compung : The use of computer programs on the Internet rather than on your own computer (source: Macmillan
Diconary). All of your data, sengs and programs could be hosted on the Internet rather than on a computer so that you could
access them from anywhere, not just on your computer.
Cluster (analysis) : Typology grouping / typological analysis.
Cluer / cluering : Adversing pressure / adversing presence (in a media); saturaon is not used in English to describe this
aspect.
Comments (social media) : The number of comments on your Page’s post as a result of your advert.
Communicaon planning : Media strategy acvity, in the broad sense and using every element of the markeng mix; might be
associated to the Strategic planning.
Compeon / compeve analysis : Analysis of the compeon field of a brand / an adverser, by a selecon of competors and
their media spending data.
Consultancy : Advice services about market research, consumers' insights, communicaon strategy and/or other peripheral
services disnct from the usual media planning and buying acvies.
Consumers' insights : Deep knowledge of the consumer target. (or) Focus analysis on specific behaviour, atudes or opinions of a
target group.
Contact : See OTS.
Contextual Targeng : Targeng content that deals with specific topics, as determined by a contextual scanning technology.
Conversion : Acon (registraon, subscripon, buy…) made on a brand’s website by a surfer who has seen or clicked on an
internet ad of this brand.
Conversion rate : Conversions vs clicks. It measures the quality of a placement in term of conversion generaon.
175
jargon
Cookie : Informaon placed on a visitor’s computer or mobile by a web server that can be stored or retrieved when the site is
accessed. Used to record a user’s unique behaviour during each visit.
Copy / ad copy : Creave concept of an ad message / creave guideline referring to the copywring, the body copy (content of the
message).
Cover / coverage : Amount of people potenally exposed to a media or to an adversing campaign; might be associated to the
reach of a plan or a media, in a broader sense.
CPC (cost-per-click) : Cost of adversing based on the number of clicks received.
CPA (cost per acon) (social media) : The amount spent during the selected me period divided by the number of people who
took an acon on your post (Spent/Acons).
CPA (cost Per Acquision) : Refers to the overall costs associated with acquiring one user. This can be calculated by dividing total
markeng costs by total number of new users.
CPF (cost per fan) (social media) : The amount spent during the selected me period divided by the number of people who
became fan (Spent/Page Likes).
CPM (cost-per-thousand) : Media term describing the cost of 1.000 impressions. For example, a Web site that charges 1.500 € per
ad and reports 100,000 visits has a CPM of 15 € (1.500 € divided by 100).
CPT / cost per thousand : (c/000) Cost of an adversing space unit (e.g. 1/1 BW page, or a 30'' spot) related to 1000 people of the
target.
Creave : Is used to describe the creave works of a campaign.
Cross-tabulaon : Crossed data, in funcon of parameters based on a markeng or adversing approach (socio-demographic
criteria and/or media components, etc).
D
DAL (Dedicated Adverser Locaon) : A term frequently used for iDTV and refers mostly to the interacve content of an
interacve spot. When the viewer confirms a call to acon (=red buon) the DAL will be loaded. Oen the tv-signal will connue in
the upper right quarter of the screen.
Data exchanges : Online aucon marketplace where adversers acquire 3rd party data that helps them to beer reach their target
audiences with display. Data Exchanges were created as marketplaces where Online Data Providers could sell their data directly to
DSPs and Ad Networks. Who Uses: Ad Networks, DSPs.
Day part : Part of a day expressed in me slots, used for TV audience calculaon in a defined period of me.
Decay (of a campaign): dememorisaon factor of a message.
Digital : Synonym of numerical – cf. infra.
Digital TV : Or numeric television. Can also be interacve (see iDTV).
Digital Video Recorders (DVR) : Synonym of Personal Video Recorders (PVR)- cf. infra.
176
jargon
DSP : A demand side plaorm (DSP), also called buy side opmiser and buy side plaorm is a technology plaorm that provides
centralized and aggregated media buying from mulple sources including ad exchanges, ad networks and sell side plaorms, oen
leveraging real me bidding capabilies of these sources.
DVB-C : Cable Digital Video Broadcasng.
DVB-S : Satellite Digital Video Broadcasng.
DVB-T : Terrestrial (or hertzian) Digital Video Broadcasng.
E
Effecveness : Valuable result of an adversing campaign / of markeng communicaon (see also R.O.I. or return).
Efficiency : Opmisaon of the (media) buying / valorisaon of the budget consented.
Electronic programming guide (EPG) : The EPG helps to manage a large number of TV channels; has an alert funcon when a
program starts; has addional informaon on a program; can easily record programs and has a search funcon.
End break : TV ad break located between two programmes.
Evaluaon : Measurement of the coverage and the repeon of contacts (see contact or OTS) for a given campaign (or) Control of
the efficiency or of the effecveness of a campaign versus the original objecves (see also reporng).
Exposure : Observed or extrapolated contact of a consumer with the ad message.
F
Flight : See wave.
Flighng : Phasing ; schedule type of a campaign or a media strategy.
FMCG (Fast Moving Consumer Goods) : mass consumpon products, also characterized by a high rotaon of usage; not limited to
the food industry.
Focus group : Group discussion with selected consumers / individuals. Qualitave research methodology.
Frequency : Repeon (of ad contacts).
177
jargon
G
Games on Demand (GOD) : Rent games via an on-line/cable library.
Geo-localizaon : If you authorize your device, it can say precisely where you are in order to give personalized informaon specific
to you (e.g.: Around/me on iPhone) or for sharing with your Social Network (e.g.: Foursquare / Facebook Places).
Geotargeng : Displaying (or prevenng the display of) content based on automated or assumed knowledge of an end user’s
posion in the real world. Relevant to both PC and mobile data services.
GRP : Gross Rang Point; GRP's counngs gross cume/cumulated reach points of a message broadcast on its target audience. Basic
measurement of the adversing campaigns pressure. One GRP corresponds to 1% of reach on target. It is the result of the Reach
(Coverage) by the OTS mulplicaon.
GRP cost (C/GRP) : Cost of an adversing space unit (tradionally used mainly in TV buying) related to its esmated GRP's level (or
rang, or instant reach).
H
Halo effect : Potenal influence that an editorial context may have on a close ad message recepon and interpretaon in the
viewer's or reader's mind.
High Definion TV (HDTV) : Offers TV in a format that has 6 mes more pixels than current standard (525).
HTML5 : An informacs language that allows programs to run through a Web browser rather than a specific Operang System. This
means consumers will be able to access the same programs and cloud-based content from any device-a personal computer,
laptop, Smartphone, or Tablet-because the browser is the common plaorm. (source: McKinsey quarterly).
I
IAB : Interacve Adversing Bureau.
IDTV : Interacve Digital Television, allows interacve services between the broadcaster and the viewer.
Impact : Contact / effecve exposure to the ad message.
Impressions : An ad which is served to a user's browser. Ads can be requested by the user's browser (referred as pull ads) or they
can be pushed, such as e-mailed ads. Also known as pageviews.
Industry body : (adversing or media) Professional associaon.
Instream Video Ads : Played before, during or aer the streaming video content that the consumer has requested. These ads can
be either forced or skippable. This format is frequently used to monese the video content that the publisher is delivering.
In-Stream ads can be played inside short or long form video and rely on video content for their delivery.
178
jargon
Integrated communicaon planning : Capacity of delivering an integrated communicaon-mix, also including the full handling of it
and the effecveness measurement tool / process.
Intelligence : Segmented informaon / documentaon.
Interacve : Supposes a possible acon of the consumer in real me, via an interacve screen, to obtain what he/she wants;
requires a linear video flow (video stream).
IO or Inseron Order : Purchase order between a seller of interacve adversing and a buyer (usually an adverser or its agency).
IP address : is the numerical address assigned to each computer on the internet so that its locaon and acvies can be
disnguished from those of other computers. IP address generally refers to the IPv4 addresses, a 32 bit value represented as 4
blocks of 8 bit values separated by periods (dot-decimal notaon). This will look like ##.##.##.## with each number ranging from 0
through 255.
IPTV : Internet Protocol Television.
IT : Informaon Technologies.
L
Link clicks (social media) : The number of clicks on links appearing on your advert that direct people to your site off Facebook as a
result of your ad.
M
Mass media : Media considered as wide in its approach of the audience; unselecve or lowly-selecve broadcast / distribuon.
Media expenditures : See ad spending.
Media-market : Surveys / studies on audiences and consumpon of products (CIM / PMA in Belgium, or BMM from TNS media).
Media mix : Components of a pluri-media plan or strategy ; choice of various media for a media plan.
Media neutral : Used to qualify an integrated pluri-media approach giving no privilege to the mass media, or any kind of acon
mode (which means that below the line acons are considered).
Media owner : Used to name a media enty, disnct from the sales house.
Media Planner : See planner.
Media planning : Acvity / funcon consisng in the handling of an account, and centrally of choosing appropriate media vehicles,
mechanisms of acon, and defining every (media) components of a campaign versus a given briefing.
Media pressure : See weight.
Mixed media analysis : Measurement of a pluri-media campaign performance, expressed in terms of reach, repeon and GRP's.
Model : Stascal reference(s) used to extrapolate quantave parameters. Applied for geng extrapolaons of sales, market
shares or any pragmacal criteria. Modeller: is a stascian specialized in the elaboraon of data models.
179
jargon
N
Nave adversing : is an online adversing method in which the adverser aempts to gain aenon by providing content in the
context of the user's experience.
Numerical : Synonym of digital. The digital signal is condensed to a compact size (0 and 1, instead of radio frequencies). With
added space, broadcasters can add more informaon to their signal or propose addional services. Does not imply interacve
funcons in parcular.
O
On going : Opposed to burst ; is used to describe a campaign that is planned on a long period.
OOH : Out-of-home adversing essenally all type of adversing that reaches the consumers while they are outside the home.
OOH encompasses outdoor adversing but extends to the indoors as well (such as ads in malls, fit & wellness centers, bar &
restaurants, cinemas, hairs salons …).
Operang Systems (OS) : The main program of a computer, a Smartphone or a Tablet that manages the other programs (e.g.:
Windows for a PC, iOS for an iPhone,…). Android is an OS available for different brands of Smartphone and Tablets (Google
property).
Opmizer : Soware aiming to automacally build and opmize the coverage of a (TV) plan.
Opt in : The process where a subscriber provides explicit consent, aer receiving noce form the mobile marketer.
Opt out : The process where a subscriber revokes consent, aer receiving noce from the mobile marketer.
OTS : Opportunity To See: probability of seeing an ad message. Contact with an ad campaign element.
OTH : Radio. Opportunity To Hear: probability of hearing an ad message. Contact with an ad campaign element in radio.
P
Page impression : A measurement of responses from a Web server to a page request from the user's browser, which is filtered
from roboc acvity and error codes, and is recorded at a point as close as possible to the opportunity to see the page by the user.
See iab.net for ad campaign measurement guidelines.
Page Likes (social media) : The number of people who liked your page within 24 hours of viewing your ad or within 28 days aer
clicking on it.
Page request : The opportunity for an HTML document to appear on a browser window as a direct result of a user's interacon
with a Web site.
Page view : When the page is actually seen by the user. Note: this is not measurable today; the best approximaon today is
provided by page displays.
Passback : An impression offered to a media buyer with the right of first refusal, so when this right is exercised the impression is
offered to another media buyer.
180
jargon
Pay per view (PPV) : Minutes renng of programmes via an on-line/cable library + choice of the me slot.
Pay-per-Click - CPC : An adversing pricing model in which adversers pay agencies and/or media companies based on how many
users clicked on an online ad or e-mail message.
Pay-per-Lead - CPL : An adversing pricing model in which adversers pay for each "sales lead" generated. For example, an
adverser might pay for every visitor that clicked on an ad or site and successfully completed a form.
Peoplemeter : Hardware components used to collect data on TV watching, via an interface linked with the household equipment
and connected to a central server (audimètres/audimeters in Belgium). Recently, peoplemeters are also being used for Radio
audience tracking (PPM, for Portable People Meters).
Personal Video Recorders (PVR) : Enables the viewer to digitally record up to 30 hours of programming for later viewing (= me
shiing), creang a virtual library of shows. Also called Digital Video Recorder (DVR) or Digicorder, with Tivo as comparable brand
in the US Market, or Replay TV.
Phase / Phasing : See wave Schedule type of a campaign or of a media strategy.
Photo views (social media) : The number of views of your photos on your Page’s post as a result of your advert.
Pixel : Picture element (single illuminated dot) on a computer monitor. The metric used to indicate the size of Internet ads .
Planner or Media planner : Person in charge of the media planning for an account.
Poster : Print material of a billboard.
Post Likes (social media) : The number of likes on your Page’s post as a result of your advert.
Pre-buy / Post-buy (analysis) : Corresponds to the first and last operaonal phases of a TV plan execuon ; may be used for other
media campaigns.
Preroll Video : A preroll video ad is an In-Stream Video Ads that occurs before the video content the user has requested. See also
In-Stream Video Ads.
Process : Method. Way of working or mode of execuon.
Program Enhancement / Enrichment : A term used for iDTV which refers to extra (interacve) digital informaon added on a
tv-program. E.g. more informaon on candidates, vong, play-along, etc.
Q
QR codes: (Quick response) : or any codes with a barcode-like feature that your Smartphone is able to scan in order to receive
addional informaon.
181
jargon
R
Rate / rate card : Tariff(s).
Rang : Momentary audience of a media or, more frequently, of a TV-programme or a day part, expressed in an average
percentage for a defined period of me.
Reach : See cover, coverage. Net cumulated audience of a media, expressed in a percentage in a defined period of me.
Recall : Awareness of an ad message. Recall test (or post test): survey dedicated to the measurement of an ad message recall aer
the concerned campaign.
Recency (planning) : Theory from US specialists usually promong the fact that one contact with the ad message would be enough
and the coverage therefore would play the central role ; it is opposed to the frequency planning, valuing the idea that repeon
would be the key factor of an efficient media plan.
Recognion : See recall ; recognion evokes the praccal recall of an ad message on the basis of a promoted material during a
post test.
Redempon (rate) : See response rate.
Reporng : Acvity of producing a report, usually of a campaign or of a yearly schedule; quanfied and pragmacal review; oen
concerns specifically the post-buy phase of a TV campaign.
(market / markeng) Research : Surveys applied to markeng, adversing or media fields; normally based on samples and
interviews.
Response rate /Response curve : Quanfied reacons of consumers to an offer vehicled by the campaign ; could be based on
subscripons, phone calls, mails, click through's or coupons. The rate expresses a total result, while the curve illustrates the
progress of the responses in a me scale.
Retargeting : The use of a pixel tag or other code to enable a third-party to recognise particular users outside of the domain from
which the activity was collected. See Creative Retargeting, Site Retargeting.
Return : See R.O.I. (abbreviaon of).
RFID : (Radio-Frequency Idenficaon) and NFC (Near Field Communicaon) are technologies like barcodes, which idenfy items
and allow you to connect online with offline. The common wording is “contactless”. For example, you simply have to place your
mobile within a few cenmeters of a scanner. And the transacon is that easy. Some supermarkets and services such as transport
are tesng this soluon at present. Check the case “Coca Cola RFID” on YouTube or by scanning.
R.O.I. : Return On Investment ; means the commercial / business impact a campaign may deliver, versus the invested budget.
ROS (Run-of-Site) : The scheduling of Internet adversing whereby ads run across an enre site, oen at a lower cost to the
adverser than the purchase of specific site sub-secons.
RTB Real-me bidding (RTB) : The RTB acronym indicates a real-me system for either bidding on or buying of ad inventory. The
inial RTB ecosystems evolved from the efforts of DSPs to create a more efficient exchange of inventory. Due to these roots, RTB
ecosystems put significant emphasis on user informaon (demographic and behavioral data, for example), while discounng the
situaon informaon (the publisher and context).
182
jargon
S
(media) Sales house : Company managing the adversing space of media owners and their vehicles (also called "mandants" in
Belgium).
Schedule / Scheduling : Plan of acon in a me frame / organisaon of the media means in a calendar (acvity of).
Scoring : Aribuon of scores, or weights, or notes on variables that are acve on a campaign effect (budget, pressure, creave,
strategy, etc.) ; this in order to opmize the budget allocaon and/or the achievement of other objecves.
SEA (Search Engine Adversing) : Specialized process that involves the selecng and buying of searched keywords so that the site is
returned in paid search engine results.
Selecvity : Affinity. Normally, “selecvity” is not used in English to express "selecvité" or "selecviteit".
SEM (Search Engine Markeng) : Form of Internet markeng that seeks to promote websites by increasing their visibility in search
engines result pages.
SEO (Search Engine Opmizaon) : Specialized process that involves analyzing your website and making enhancements so that the
site is returned in natural search engines results.
Set-top box (STB) : A decoder used to decode 1 and 0 to a TV image & sound. An STB is needed to receive digital television .
Shares (social media) : The number of shares on your Page’s post as a result of your advert.
Share of impressions : Percentage of impressions bought regarding the available impressions on the same period.
Spyware : Computer soware that is installed surrepously to intercept or take paral control over the user’s interacon with a
computer, without the user’s informed consent. Spyware programs can collect various types of informaon, such as Internet
surfing habits, but can also interfere with user control of the computer in other ways, such as installing addional soware, and
redirecng web browser acvity. The soware usually does not contain generally accepted standards of noce describing what
the purpose and/or behavior of the soware is nor does it usually contain visible or funconing choice mechanisms for complete
uninstall. The programs are typically characterized by behaviors that can be considered decepve if not harmful to the user and/or
his computer.
SSP or Sell Side Plaorm : A sell side plaorm (SSP), also called sell side opmiser, inventory aggregator, and yield opmiser is a
technology plaorm that provides outsourced media selling and ad network management services for publishers. A sell side
plaorm business model resembles that of an ad network in that it aggregates ad impression inventory. However, a sell side
plaorm serves publishers exclusively, and does not provide services for adversers. The inventory managed by the SSP is usually
purchased by aggregate buyers, either demand side plaorms (DSPs) or ad networks.
Survey : See research.
183
jargon
T
Target (group) : Targeng : applying the defined target in communicaon or media choices.
Tivo : Trade mark which associates the installaon of a PVR to several broadcasng services – cf. PVR.
Total Media Brand : To adverse in the different device of a media (fi in newspaper : presence on paper, pdf, mobile app’s &
online sites).
Trading Desk : An agency branch trading enty known as the expert operators in their use of new technology. These enes can
be independent or operate within an agency holding company. This group of people (known as traders) play the day-to-day
campaign management role. Who uses: Agency holding companies, operang agencies, adversers.
Trend(s) watching : Tracking of the trends dynamics.
Triple Play : With one simple subscripon, the consumer may simultaneously have access to a wide variety of services through TV,
Broadband Internet and phone.
TrueView : a video ad format that gives the viewer opons, usually the ability to skip the adversement aer five seconds.
TSV : Time Shied Viewing.
TV Programmes on Demand (TVOD) : Archives of broadcasted TV programmes (old & recent).
Twitos : Twier users.
U
U&A : Usage and Atudes ; survey type studying the usage and the atude of a consumer target versus (a) specific product(s).
UGC or User Generated Content : Content created by the public at large, generally not professionally edited, and directly uploaded
to a site.
Universal Search : Search Engine results made of mulple sources such as images, videos, organic results, …
Unique users : Individual or browser which accesses a website within a specific me period.
V
Vehicle : Named media channel, in the broad sense (a magazine or a TV staon).
Video-on-demand (VOD) : Rent films/programmes via an on-line/cable library + choice of the me slot.
Video plays (social media) : The number of plays of your videos on your Page’s post as a result of your advert.
Video stream (on linear flow) : Principle of leaving the programmes to provision, either by a connuous broadcast, or by a lodging
near a broadcaster, or via a record requiring a hard disk.
184
jargon
W
Walled garden : Controlled environment by the provider containing the Electronic Programming guide (EPG), the
Video on Demand (VOD) environment, the walled garden sites, the general sengs, etc.
Warez : Warez refers primarily to copyrighted works distributed without fees or royales, and may be traded, in
general violaon of copyright law. The term generally refers to unauthorized releases by organized groups, as
opposed to file sharing between friends or large groups of people with similar interests using a darknet.
Wave : Or flight, or phase: adversing campaign unit. One wave corresponds to a complete acon, as part of a
complete yearly schedule.
Wearout : Excessively used ad message.
Web 2.0 : Second generaon of web-based communies and hosted services such as social-networking sites, wikis,
blogs which aim to facilitate creavity, collaboraon, and sharing among users.
Web Analycs : Measurement of the behavior of visitors on a website. In a commercial context, it especially refers
to the measurement of which aspects of the website work towards the business objecves.
Web-planning : Planning of netversing / webversing acons.
Weight (media) : Media pressure (related to adversing space).
Y
Yield management : Yield and Revenue Management is the process of understanding, ancipang and influencing
adverser and consumer behavior in order to maximise profits through beer selling, pricing, packaging and
inventory management, while delivering value to adversers and site users.
185
media studies
media studies
Media studies are designed to estimate media reach through adapted survey methodologies: face-to-face
questionnaires, self-applied questionnaires, viewing or listening diaries, TV peoplemeters, phone interviews
and the counting of exposures to measure the number of Internet contacts.
These reach figures are described as overall figures, but also according to socio-demographical criteria, the
use and consumption of products and services or socio-cultural criteria.
Reach Studies
Among the high number of media reach studies currently available on the market, there are six major ones.
Some of them are official studies implemented by the CIM; others are "private" studies carried out by media
sales houses or various associations.
The CIM's central strategic study (also known as PMPA) will be replaced by two surveys. There is a
willingness to implement a new architecture. Tactical studies devoted to the Press, Television, Radio and
Print should be maintained. The Cinema tactical study is integrated in the Press Study. The objective is to
create a parallel study: “Target Group Monitor”, TGM, to replace and consolidate the existing survey on
products, target groups and attitudes.
The 6 main reach studies are the following ones:
i
The CIM's taccal study on Radio was iniated end of 2002 and updated end of 2004. The mono-source
study based on a notebook of one week listening was updated again in 2011 to integrate a third wave
in order to give more precision on the seasonality.
i
The CIM's taccal study on Outdoor, updated in 2007 (results published in 2008).
i
The CIM's taccal study on TV, known as "Audimetrie" (or TV Audience monitoring). From 2010, the
Time Shied Viewing monitoring has been integrated.
i
The control of print run and circulaon figures for the Press (cerfied by the CIM).
i
The Metriweb, a permanent tracking of the Web traffic on local sites listed by the CIM. The Metriprofil
study publishes twice a year the profile of the audience of websites listed in the CIM.
i
The "Execuves & Managers" (TNS Media).
The CIM's Central Strategic Study
This pluri-media press and multi-products study was launched in 1973. It relates to media reach, to the
buying and consumption of goods and services and to socio-cultural attitudes.
Today, the pluri-media press survey is carried out face-to-face and is fully assisted by laptop (double-screen
CAPI - Computer Assisted Personal Interview), while the "products consumption and attitudes" survey is selfcomplied, in other terms completed by the respondent him/herself. This recent approach comes from the
unusual length of the questionnaire and the widespread use of this technique for this type of survey in
Europe.
189
media studies
The pluri-media, press and cinema survey is carried out each year. The survey about products consumption
and attitudes is planned to be fully updated every two years. Both surveys are merged through a data fusion
technique allowing the attribution of results from one study to the other.
For each survey, the interviewed sample is made up of approximately 10.500 people aged 12 and above
(before September 2001, it was 15 and above). All of them are Belgian or foreigners living in Belgium. As
menoned before, the "products consumpon and atudes" survey was self-complied and submied to the
interviewees of the pluri-media / press survey. This addional part was interrupted in 2003 due to a lack of
budget and agreement of its subscribers. The fieldwork starng in June 2004 did include it again, thanks to a
new agreement. But quesons on brands have been removed.
The combinaon of press / cinema / pluri-media / products surveys has various purposes :
i
to describe the reach of nearly 200 press tles (Dailies, Magazines and Free Regional Press), some 30
Television channels, 30 Radio staons and Cinema behaviours
i
to offer the possibility to cross-reference this informaon, especially media frequency, consumpon
and/or purchase of the most significant goods, products and services (broken down into 15 main
sectors), the socio-demographical profile of interviewees and a typology based upon their sociological
atudes
But in 2013, due to methodological issues, there are no updates for some data (CIM 2012-2013)
Data are accessible in two different ways :
i
on a CD-ROM containing the enre content of the completed volumes, with some extra informaon
i
through a media planning soware programme allowing to process the informaon
Users are able to :
Ö
cross programmes which are used to describe consumers and buyers of a product through
geographical and socio-demographical criteria
Ö
use ranking programmes, which rank tles according to their cost for 1000 contacts, their
coverage and/or affinity on a target group
Ö
use evaluaon programmes ("assessments") describing the performances of a media plan for a
defined target group. The performances are expressed in :
- net coverage (= number of people belonging to the target group who have been exposed to
the message at least once)
- average repeon (= average number of opportunies to see the message for every person
belonging to the exposed target group)
- GRP's (= contacts volume expressed in % of the target group)
i
the publicaon of printed volumes was cancelled in 2002.
190
media studies
The CIM OOH
The CIM-OOH study provides the audience figures for the main outdoor networks located on the streets,
inside the metro and train staons and also on the trams and buses (Brussels and Wallonia).
By crossing the travels data with the panels’ locaons, the OOH audience study provides the media
performances for every panel or group of panels located within the 48 CIM cies.
4 media owners take part to the OOH audience study :
x
JCDecaux
x
Clear Channel
x
Belgian Posters
x
Think Media Outdoor
A new version of the travel study is currently being pulled together. The aim being to turn the actual stac
version into a semi-permanent study. The new travels data gathering will be spread across 4 years (20112014), with results being integrated into the audience study every year. The recruitment and data gathering
processes have also evolved and now include both an online plaorm and a smartphone app. The complete
methodology is available on the CIM’s website (www.cim.be).
Audimetrie
"Audimetrie", or TV peoplemeter system (audience monitoring) is the electronic measurement of the TV
reach. All TV channels that can be received in Belgium are concerned, yet full results are only available for
Belgian channels.
1.500 electronic devices are used for the measurement, installed in 750 Dutch-speaking and 750 Frenchspeaking households chosen to be representative of Belgian households. This random sample of households
is renewed every 5 years.
The study, run by CIM, is produced by Audimetrie SA that got, following a call for tender in 2001, a contract
renewal for a 5-year period. IN-n 2003, the “Audimetrie” has been adapted to the latest technical
developments, such as digital TV. Since 2006, more techniques have been applied to get Video viewing
audience and details about viewing patterns like overflow, VCR + DVD, Pay TV + Digital Video Recorder,
Games + Other Screen Usage, other channels including Satellites.
Since 2010, it is possible to analyse the “Time Shifted Viewing” until 6 days after the broadcast day.
Since September 2012, the Guest viewing is included in the study and is representative for panel members
watching TV out of their own home.
191
media studies
Audience monitoring consists of :
i
an electronic box installed, with permission of the household in queson, on the TV set itself, which
automacally measures (without human intervenon) all channel changes. It is accurate to the second.
However, channel changes are recorded only when the channel in queson is viewed for at least 15
consecuve seconds;
i
a remote control very similar to the device used to operate a TV; household members are requested to
nofy their presence in the room with the remote control whenever they are able to watch TV
Audimeters are connected by modem to a central computer. Every night, the computer saves the data
collected by the audimeters during the previous day.
The accuracy of data produced by the audimeters is high : drastic checks are performed throughout the year.
They show (as do similar checks abroad) that only ± 5% of the households belonging to panels present
anomalies or do not participate correctly.
The results of these 1.500 audimeters are used to carry out all reach studies of programmes, advertising
blocks and commercials : who (households and individuals) watches which programme and for how long ?
Audimetrie subscribers receive the following on a daily basis :
i
precalculated data concerning the reach per 15 minutes of programmes and adversing blocks, on 46
target groups bought by Aegis Media
i
the file containing individual data, which makes it possible to study individual viewers' behaviour in the
field of loyalty, duplicaon, etc. and also to calculate the results for any of the socio-demographical
target groups
For those TV channels with less than 1% share of audience, a “reduced Audimetrie” gives reach (1 & 10
minutes) on a daily, weekly and monthly basis instead of rangs. All these channels have to pay in order to
receive a report (called “MZR-RME”), containing results of their own staon as well as those of the
competors. This report is distributed amongst all subscribers (including media agencies).
The main definions with regards to audimetric results are :
i
rang : calculated by taking the average of the reach of every second the event was broadcast
i
reach : calculated by taking into consideraon only those individuals who are present during at least
50% of the commercials broadcast me; for programmes, it counts how many individuals were present
during at least 15 consecuve seconds
i
share : the rao between the rang of a channel and the rang of total television consumpon
(including the use of video) or versus commercial channels only. It is the proporon of the reach a
channel is able to aract during a certain period of me
192
media studies
The CIM Control of Print Run and Circulaon for the Press
Reach studies are not the only source of information on printed media. Knowing the exact print run and
circulation figures is also a valuable source of information for advertisers and media specialists.
Setting up the OFADI (Office d'Analyse de la Diffusion Publicitaire) in 1951, a controlling organisation bringing
together advertisers, media and advertising agencies, aimed to achieve accounting monitoring of print run,
circulation and distribution figures for any media requesting this.
When the CIM was founded in 1971, the acvies of the OFADI were taken over by the CIM's quantave
secon. Print run and circulaon controls are compulsory for any tle wishing to be included in the CIM's
reach study.
Through the CIM's official control reports, media specialists know exactly and on a regular basis the print run
of a tle, its paid circulaon, its percentage of subscribers, the number of subscripons, the number of free
copies and the number of unsold copies. This important control supervised by the CIM is realized by an
external audit company. The publicaon format of the circulaon figures has been fully revised in 2005 for a
higher transparency and with the agreement of all concerned pares.
Taccal CIM Radio Survey General Approach
i
i
The philosophy of the study is to be mono-source, resng on a notebook of one week listening (8 days
for the respondent) on a sample of ± 8.000 interviews per wave.
The recruitment of the respondents is performed through a face-to-face discussion in the residence,
on the basis of random pulling individuals having the required minimum age. For the individuals
agreeing to take part, the invesgator filled with them the first day (the radio listening of the day
before). The 7 following days of the notebook are to be filled by the person interviewed itself (on paper
or via Internet).
The informaon gathered via the notebooks of listening is as follows :
i
radio staons listened somemes : “at least 10 minutes during last month”
i
radio staons listened during the past week : “at least 10 minutes during the past week”
i
radio listening per fieen minutes and per radio staon during the week of interview (period
corresponding to the notebook of listening)
i
Last waves :
Ö wave 2013-1 : 8057 units (January-April ‘13)
Ö wave 2013-2 : 8057 units (May-Augustus ‘13)
Ö wave 2013-3 : 8080 units (September-December ‘13)
193
media studies
Digital Studies
MetriWeb is a tool counng the “traffic” on sites that submied a request. Although there is no proper way
right now to measure the Internet audiences and profiles in Belgium, several indicators do exist, such as Inra
Belgium’s Net Surf.
Metriprofil exists since 2006 and offers a new tracking tool which allows internet users profile descripons.
Metriweb & Metriprofil are now linked to several tools such as TNS Atelier Internet, which allow the usage of
all the data in an integrated way.
Media investments are now integrated into the official CIM MDB. At the moment, the main actors of the
Belgian internet sales houses are parcipang, not internaonal players such as Google, Facebook or RTB
plaorms, making such analysed irrelevant on a global scope.
In addion, media sales houses in charge of commercializing adversing spaces on the Internet have the
necessary tools to measure traffic and a generic profile of the surfers on the sites they have in their porolio.
Other studies exist, such as the EIAA Study which is an European one, studying how people consume the
media and how surfers are using the Internet for communicaon, content and commerce.
The BMM Barometer (Insites) provides an idea of the profile of the Belgian’s behaviour on social networks
and on mobile devices.
Comscore is an internaonal tool measuring the audience and profile of potenally every sites visited from
Belgium via a panel.
The VINK Study
Started during the summer 2013, VINK (Video INcremental thinK) is an exclusive Dentsu Aegis Network study
about online video consumption, across devices (desktop, laptop, connected TV, setup boxes, etc.) and the
perception of advertising around it (PreRoll). This study collects more than 766 interviews of different people
representative of the 15-70 years old Belgian population with different segment of ages, social groups,
gender and behavior.
Media Investments : MDB
From 2001 until end 2010, the CIM appointed Mediaxim to take care of the collection of information on the
media investments of advertisers. Since January 2011, MediaXim was the only operator of the MDB study.
For legal reasons the CIM does not supervise the MDB anymore. Yet, the methodology has remained the
same in 2011.
In 2013 Mediaxim was taken over by Nielsen. The methodology remained the same.
In 2006, the Free regional press is included in this study again, after an absence of 5 years. That same year, a
newcomer, Internet, is also taken into account. And in 2010, the taxes in Outdoor are included in the
valorisations.
MDB data are based on gross figures. Discounts for advertisers, promotions, compensations and other
negotiations are not included. Every form of "brand advertising" is included in this measuring. Are excluded,
the classified ads, job offers (with a few exceptions), direct mailing, distribution of brochures, production
costs, etc.
194
media studies
Managers and Leaders 2012 Study
Produced by TNS-Media, the Execuves Survey is the reference for mediaplanning when talking business on
the Belgian market. It specifically targets decision makers in business and describes the target execuves
with a stascally reliable sample. It analyses the products and services used by managers in a business and
decision-making context. Main focus is on the press read by managers, generalist or specialist and it allows
media planners to understand how execuves are using the 5 big media : Press, Internet, Radio, TV and
Cinema.
The last available study is Kaderleiden studie / Cadres & Dirigeants (Managers and Leaders) 2012 based on
the period March 2011-February 2012.
TNS is busy with the next field.
Luxembourg Ad’Report (Grand Duchy of Luxembourg)
Luxembourg Ad’Report registers adversing investments made by adversers from various economic centres
in the media of the Grand Duchy of Luxembourg.
Ad’Report covers the wrien press (dailies, weeklies and periodicals), radio, television, cinema, outdoor
adversing and leaflets. The wrien press is reviewed manually, whereas for the other media, Mediaxim gets
lists from the publishers or media sales houses. These lists are checked regularly to verify the correctness of
data. Data are gross rates, following price list rates of the various media. No discounts are included and all
forms of sponsorship are considered as ordinary adversing.
Ad’Report's methodology and operang methods are reviewed by a technical commiee made up of
representaves from government, publishers and the adversing sector.
Data available :
Adversing data are available by adverser, product and media, either for a specific sector of the economy,
or for the enre adversing market. A nomenclature with groups, economic sectors and sub-sectors, as well
as a list of media is available on request.
Etude TNS ILRES Plurimedia (Grand Duchy of Luxembourg)
«TNS ILRES PLURIMEDIA» is a media study directed by TNS ILRES & TNS MEDIA about reach in media Print,
Radio, TV, Cinema, Foldering & Internet. The mandatories are Editpress SA, IP Luxembourg/CLT-UFA, SaintPaul Luxembourg SA and the government.
195
useful
addresses
useful addresses
3C
Corpora te Communi ca ti ons Communi ty
Av. du Roi Al bert 101
www.3c.be
Koni ng Al bertl a a n 101
1082 Brus s el s
Tel : 02/414.04.32
A.B.M.A.
A.C.C.
As s oci a ti on Bel ge des Medi a
c/o RMB
Audi ovi s uel s ASBL
Rue Col onel Bourg 133
Bel gi s che Vereni gi ng va n Audi ovi s uel e Medi a
Kol onel Bourgs tra a t 133
e-ma i l : www.a bma -bva m.be
1140 Brus s el s
a bma -bva [email protected]
Tel : 02/730.44.11
As s oci a ti on of Communi ca ti on
Si nt-Hui brechts s tra a t 17 Rue Sa i nt-Hubert
Compa ni es
1150 Brus s el s
e-ma i l : [email protected]
Bel gi um
Tel . : +32 2 761 19 99
A.C.E.A.
As s oci a ti on of Communi ca ti on Events Agenci es
Rue J-B Ba eck 33 - B 1
e-ma i l : a cea .event@s kynet.be
J.B. Ba ecks tra a t 33 - B 1
www.a cea web.be
1190 Brus s el s
Tel : 02/370.65.72
B.M.M.A.
Bel gi a n Ma na gement & Ma rketi ng As s oci a ti on
www.bmma .be
1140 Brus s el s
Tel : 02/730.44.21
B.D.M.A.
B.P.R.C.A.
Bel gi a n Di rect Ma rketi ng As s oci a ti on
Noordkus tl a a n 1
e-ma i l : i nfo@bdma .be
1702 Groot-Bi jga a rden
www.bdma .be
Tel : 078/77.00.12
Bel gi a n Publ i c Rel a ti ons Cons ul ta nts As s oci a ti on
Av. Du Roi Al bert 101
e-ma i l : i nfo@bprca .be
Koni ng Al bertl a a n 101
www.bprca .be
1082 Brus s el s
Tel : 02/414.27.88
C.C.B.
C.I.M.
C.S.A.
Crea ti ve Cl ub of Bel gi um
Rue Ba ra s tra a t 175
ema i l : i nfo@crea ti vecl ub.be
1070 Brus s el s
www.crea ti vecl ub.be
Tel : 02/511.49.69
Centre d’Informa ti on s ur l es Medi a s
Cha us s ée de l a Hul pe 181 B 22
Centrum va n Informa ti e over de Medi a s
Ter Hul ps es teenweg 181 B 22
e-ma i l : i nfo@ci m.be
1170 Brus s el s
www.ci m.be
Tel : 02/661.31.50
Cons ei l s upéri eur de l 'a udi ovi s uel
Bl d de l 'Impéra tri ce 13
e-ma i l : i nfo@cs a .be
Kei zeri nl a a n 13
www.cs a .be
1000 Brus s el s
Tel : 02/349.58.80
199
useful addresses
E.A.C.A.
Europea n As s oci a ti on of Communca ti ons Agenci es
Boul eva rd Bra nd Whi tl ock 152
www.ea ca .eu
Bra nd Whi tl ockl a a n 152
1200 Brus s el s
Tel : 02/740.07.10
EFFIE
E.M.C.
a s bl Effi e Awa rd vzw
Z.1. Res ea rchpa rk 120
e-ma i l : news @effi ebel gi um.org
1731 Zel l i k
www.effi ebel gi um.be
Tel . 02/467.57.82
Europea n Ma rketi ng Confedera ti on
Pl a ce des Cha s s eurs Ardenna i s 20
www.emc.be
Ardens e Ja gers pl ei n 20
ema i l . emco@emcoffi ce.net 1030 Brus s el s
Tel . 02/742.17.80
ESOMAR
F.E.D.M.A.
As s oci a ti on Mondi a l e des Profes s i onnel s des
Eurocenter 2, 11th fl oor
Etudes de Ma rchés et des Sonda ges d'Opi ni on
Ba rba ra Strozzi l a a n 384
e-ma i l : cus tomers ervi ce@es oma r.org
1083 Hn Ams terda m Pa ys -Ba s
www.es oma r.org
Tel : 31 20/664.21.41
Federa ti on of Europea n di rect a nd
Av. Ari a nel a a n 5
Intera cti ve Ma rketi ng
1200 Brus s el s
e-ma i l i nfo@fedma .org
Tel : 02/779.42.68
www.fedma .org
FEBELMAR
G.R.P.
I.A.A.
Fédéra ti on Bel ge des Burea ux d'étude de Ma rché.
Febel ma r vzw
Bel gi s che Federa ti e va n Ma rktonderzoeks burea us .
Noordl a a n 17
e-ma i l : i nfo@febel ma r.be
1702 Groot-Bi jga a rden
www.febel ma r.be
Tel : +32 (02) 502 65 75 Groupe de Réfl exi on et de Pl a nni ng
Groep voor Res ea rch en Pl a nni ng
e-ma i l : conta [email protected]
1140 Brus s el s
www.grp.be
Tel : 02/730.45.05
Interna ti on Adverti s i ng As s oci a ti on
Gl oba l Offi ce (Worl d Servi ce Center)
e-ma i l : i a a @i a a gl oba l .org
747 Thi rd Avenue 2nd Fl oor
www.i a a gl oba l .org
New York, NY 10017
Tel : + (1) 646 722 2612
IAB
Intera cti ve Adverti s i ng Burea u
Belgium
e-ma i l : i nfo@i a b-bel gi um.be
1070 Brus s el s
www.i a b-bel gi um.be
Tel : 02/526.55.66
J.E.P.
Jury d’Ethi que Publ i ci ta i re
Jury voor eerl i jke Pra kti jken i nza ke recl a me
1070 Brus s el s
e-ma i l : i [email protected]
Tel : 02/502.70.70
www.cons ei l del a publ i ci te.be / www.jep.be
200
useful addresses
Markcom
M.C.E.I.
STIMA
The Press
As s oi ci a ti on des a gences cons ei l s en ma rketi ng et communi ca ti on
Rue Al ci de de Ga s peri 7
e-ma i l : i nfo@cl c.l u
L-2014 Luxembourg
www.cl c.l u
Tel : 439444-1
Ma rketi ng Communi ca ti ons executi ves
Si ège Admi ni s tra ti f
i nterna ti ona l
Chemi n des Cres s onni ères 16
e-ma i l : i nfo@mcei .be
1325 Cha umont-Gi s toux
http://nl .mcei .be
Tel : 010/68.13.63
Sti mul a ti ng Ma rketi ng
Z1 Res ea rch Pa rk 120
e-ma i l : i nfo@s ti ma .be
1731 Zel l i k
www.s ti ma .be
Tel : 02/467.59.59
Fédéra ti on Bel ge des ma ga zi nes
Federa ti e va n de Bel gi s che ma ga zi nes
1070 Brus s el s
www.thePpres s .be
Tel : 02/558.97.50
ema i l : i nfo@theppres s .be
U.B.A.
Uni on Bel ge des Annonceurs
Antwerps el a a n 2
Uni e der Bel gi s che Adverteerders
1853 Strombeek-Bever
e-ma i l : i nfo@uba bel gi um.be
02/260.05.79
www.uba bel gi um.be
U.M.A.
U.P.M.C.
V.C.M.
Uni ted Medi a Agenci es
Av. des Nénumpha rs 12
chri s ti a ne.da rdenne@s kynet.be
Wa terl el i ënl a a n 12
www.uma .be
1160 Brus s el s
Uni on Profes s i onnel l e des méti ers de l a communi ca ti on
Ma i s on de l a Pres s e
e-ma i l : [email protected]
Bd de l a Sa uveni ère 19
www.upmc.be
4000 Li ege
Vl a a ms Commi s s a ri a a t voor de Medi a
Koni ng Al bert II l a a n 20 (b21)
www.vl a a ms commi s s a ri a a tmedi a .be
1000 Brus s el s
Tel : 02/553.45.04
VEPEC
V.M.A.
Vereni gi ng voor Promoti e en Communi ca ti e
Stekel ba a rs s tra a t 46
e-ma i l : hi l de.geerts @vepec.be
2340 Beers e
www.vepec.be
Tel . 014/61.29.71
Vl a a ms e Ma na gement As s oci a ti e
Scha l i ëns tra a t 3
www.vma -be.org
2000 Antwerpen
i nfo@vma -be.org
W.F.A.
Worl d Federa ti on of Adverti s ers
Av. Loui s el a a n 166
e-ma i l : i nfo@wfa net.org
1050 Brus s el s
www.wfa net.org
Tel : 02/502.57.40
201
useful addresses
Web Adresses
Television
Out of Home
www.ipb.be
www.mtvnetworks.be
www.mytransfer.be
www.rmb.be
www.roulartamedia.be
www.var.be
www.vijf.be
www.medialaan.net/tv
www.vier.be
www.belgianposters.be
www.brightfish.be
www.clearchannel.be
www.boomerang.be
www.euromobile.be
www.jcdecaux.be
www.posterscope.be
www.thinkmediaoutdoor.be
http://spicymotion.be
Radio
Internet - Search
www.ipb.be
www.medialaan.net/radio
www.rmb.be
www.var.be
www.advertising.microsoft.com
www.adwords.google.com
www.google.com/analytics
www.beweb.be
http://mediahuisconnect.be
www.facebook.com/advertising
www.hi-media.be
www.iprospect.be
www.pebblemedia.be
www.persgroepadvertising.be
www.rosseladvertising.be
www.skynetcorporate.be
www.youtube.com/advertise
Cinema
www.brightfish.be
Live Communication
www.newworld.be
202
useful addresses
Dailies
Magazines
www.ipl.lu
www.regie.lu
www.ipmadvertising.be
www.newspaperswork.be
www.trustmedia.be
www.charliemike.be
www.customregie.be
www.decom.be
www.editionsventures.be
www.effectivemedia.be
www.ipmadvertising.be
www.ipb.be
www.ipl.lu
www.kluwer.be
www.mmm.be
www.produpress.be
www.publicarto.be
www.regie.lu
www.roulartamedia.be
www.sanoma.be/medialogue.be
www.trevi-regie.be
www.trustmedia.be
www.vabmedia.be
Free Regional Press
www.roulartalocalmedia.be
Trade Press
www.mm.be
www.pub.be
203

media key facts - MediaSpecs Hot News

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