Blog

1 February marks 30 years since VTM made its first broadcast. It’s not only the programs, faces and sets that have changed over the years; the advertising methods have also evolved. How exactly? We put this question to Head of Creative Sales, Stijn Cavens, and Creative Director at mortierbrigade, Jens Mortier.  

Your advertisement might be all singing and all dancing, but if no-one sees it, you’ll achieve very little. Our ambition is to be your preferred, transparent and reliable digital partner. That’s why we added a number of new products to our digital offering this January. Products that are guaranteed to increase your campaign’s viewability. From 100% viewable impressions to multi ads; discover all this and more.  

These days, reaching your consumer is easier said than done. And, we admit, it can be difficult to choose from our 35 brands and 5 media formats. But that’s why we developed Commspoint – a smart tool that calculates the perfect media mix for reaching your target group. 

Listening to the radio and choosing the decade you want the music to come from. Since 20 August, this is possible on Joe's two digital channels. On one of them you can hear only 70s hits, while the other gives you the best of the 80s. Only England has shown us the way in this. Time to talk to Sven Ornelis, presenter at Joe, and Steve Van den Audenaerde, Manager Business Development Radio. 

Native advertising continues to be hot and an increasing number of brands opt for it. That is how they reach their target audience with content on news websites, in the same form as editorial content. But that is where the shoe pinches sometimes: what if readers do not recognise the native content as being commercial content? In that case they may feel cheated. How can you prevent this breach of trust? According to a new academic study from the US, it is better to place banners around native content. 

One in four Flemish people know DAB+. Almost one in five has a DAB+ device or wishes to purchase one. Of the total radio listening volume, 21 percent is digital. These are good results from the baseline measurement 'Digital Radio' by the research company Ipsos. And they are more than welcome during the week of digital radio. “We are therefore focusing our efforts on digitalisation and thanks to the technology we are bringing our radios to our listeners through all possible carriers,” states An Caers, director of Radio at MEDIALAAN. 

For the kick-off of the sixth season of the TV show Het Lichaam van Coppens, Staf and Mathias wanted to come up with a stunt: becoming an underwear model within two months. We could already see in the first two episodes that they succeeded at this. HEMA cooperated with them, and so the brothers ended up on the HEMA advertising brochure for boxer shorts. A very successful brand integration in a prime time programme. Michiel Daeleman, Account Manager for Branded Content: “Our goal was to launch a stunt and to create maximum impact together with an advertiser.”

Branded content works - that is what numerous studies have already shown. The impact on matters such as brand awareness and persuasion is evident. MEDIALAAN - de Persgroep Advertising also believes in the power of branded content. They even created a separate cell for it. Since the advertisement managements were merged, they have more brands than ever at their disposal. What is their vision, how do they make the difference and what will the future bring? We fired these questions at Nora Vanderschrick, Head of Strategy & Creative. 

“You can’t hit a target if you don’t know what it is.” As an advertiser, you obviously want your advertisements to be seen by the people who are interested in them. But to know your audience's preferences you need data, lots of data. And that is exactly what we have. With us, you can choose between five different targeting options. In short, everything you need to reach your consumer.