1. 10
lundis
pour
ra.raper
le
train
du
digital
BMMA
Digital
media
strategy
&
planning
25/03/2013

2. Agenda
10
lundis
pour
ra.raper
le
train
du
digital
• Key
digital
trends
• Belgian
Internet
Landscape
• Belgian
Market
• Digital
Strategy
• Display
AdverAsing
• Search
Engine
MarkeAng
• The
importance
of
the
landing
page

3. 10
lundis
pour
ra.raper
le
train
du
digital
KEY
DIGITAL
TRENDS

4. Trend
1:
Online
video
is
here
to
stay
10
lundis
pour
ra.raper
le
train
du
digital
Clearly
the
launch
of
the
Belgian
version
of
YouTube
has
accelerated
a
trend
that
has
been
growing
strongly
since
2010.
The
consump?on
of
online
video
con?nues
to
explode,
across
all
available
online
plaBorms,
whether
on
PC,
laptop,
tablet
or
smartphone.
Inevitably
adver?sing
formats
and
budgets
were
quickly
put
in
place
by
companies
to
reach
users
via
this
rapidly
expanding
channel.
2013
will
see
this
trend
become
more
concrete
and
will
especially
see
the
development
of
a
clear
perspec?ve
on
the
complimentary
rela?onship
between
TV
and
internet.
This
is
certain
to
further
increase
the
investment
in
video
inventory.

5. Trend
2:
Tablets
take
off
10
lundis
pour
ra.raper
le
train
du
digital
In
2012
the
sale
of
tablets
began
to
increase
massively
and
at
the
same
?me
the
choice
available
expanded.
This
culminated
at
the
end
of
2012
with
content
providers
offering
a
free
tablet
with
subscrip?ons
to
online
media.
Clearly
this
is
a
major
trend
which
con?nues
to
expand
and
with
it
comes
a
new
way
of
consuming
media,
which
in
turn
ques?ons
our
way
of
communica?ng.

6. Trend
3:
E-­‐commerce
sells
well
10
lundis
pour
ra.raper
le
train
du
digital
As
in
2011
(+23%),
e-­‐commerce
in
Belgium
has
seen
double
digit
growth
in
2012.
This
situates
us
more
comfortably
in
rela?on
to
other
European
markets,
which
wasn’t
the
case
previously.
While
our
average
online
baskets
remain
rela?vely
modest,
more
and
more
of
us
are
now
buying
online
and
we’re
doing
it
more
oTen.
E-­‐commerce
is
becoming
an
important
channel,
genera?ng
between
1
and
2
billion
Euros
according
to
sources
(with
almost
€1.2
billion
being
spent
on
Belgian
sites
and
the
remainder
on
foreign
sites).
This
important
shiT
serves
to
build
the
credibility
of
online
media
and
should
help
to
unlock
budgets
amongst
even
the
most
scep?cal
of
adver?sers.
The
internet
generates
more
and
more
revenue
and
all
the
beVer
for
it.

7. Trend
4:
Social
networks
come
of
age
10
lundis
pour
ra.raper
le
train
du
digital
2012
saw
a
huge
focus
on
communica?ng
via
social
networks.
Firstly,
the
impressive
volume
of
ac?vity
around
this
fantas?c
but
some?mes
complicated
communica?on
tool.
Secondly,
investment
saw
a
huge
growth,
bringing
social
networks
up
to
the
level
of
certain
classic
plaBorms
if
we
only
take
Facebook
and
YouTube
into
account.
Now,
the
?me
has
come
for
professionaliza?on!
While
social
networks
facilitate
experimenta?on
and
explora?on
at
low
costs,
a
con?nual
presence
can
only
be
secured
with
the
help
of
specialists
to
develop
and
execute
a
specific
strategy
along
with
dedica?ng
a
substan?al
part
of
your
brand
communica?on
budget
to
the
improvement
of
your
social
network
presence.

8. Trend
5:
ProgrammaAc
buying
is
changing
the
landscape
10
lundis
pour
ra.raper
le
train
du
digital
Programma?c
buying,
ad
exchanges
and
real
?me
bidding
are
certainly
key
topics
for
2012
–
2013.
Built
on
the
perfect
partnership
between
data
and
technology,
this
area
is
rapidly
developing
and
will
provide
a
new
perspec?ve
on
online
investments.
Everyone
knows
that
a
large
part
of
adver?sing
budgets
will
be
funnelled,
and
indeed
are
already
being
funnelled,
through
these
plaBorms
which
allow
inventory
to
be
sold
via
mul?ple
partners
impression
by
impression
based
on
very
precise
targe?ng
(mainly
thanks
to
collected,
analysed
and
aggregated
data).
These
services
allow
?ght
control
of
costs
and
op?mise
the
investment/return
ra?o.
Inevitably
this
is
a
domain
we
will
all
need
to
pay
a
lot
of
aVen?on
to
as
it
is
radically
changing
many
of
the
systems
which
have
been
in
place
for
more
than
10
years.

9. Trend
6:
Data
is
essenAal
10
lundis
pour
ra.raper
le
train
du
digital
Along
with
and
linked
to
the
rise
of
programma?c
buying,
data
also
has
a
bright
future
ahead
of
it.
Unques?onably
a
corner
stone
of
online
communica?on,
data
is
more
and
more
central
to
discussions
with
adver?sers.
The
more
you
master
key
data
which
serves
for
campaign
op?misa?on
as
well
as
prospec?ve
analysis,
the
more
you
are
at
the
centre
of
more
general
business
decisions,
well
beyond
the
scope
of
communica?on
ac?vi?es.
Even
more
so
if
you
can
build
connec?ons
between
online
data,
offline
data
and
business
insights
coming
from
the
adver?ser.
There
is
s?ll
work
to
be
done
before
this
data
is
concretely
central
in
the
decision
making
process
around
communica?on
strategies,
but
it’s
clear
that
this
trend
is
accelera?ng.
It’s
worth
considering
the
role
of
data
in
organisa?ons
from
now
on
and
laying
the
groundwork
for
its
smooth
integra?on
into
decision
making.

10. 10
lundis
pour
ra.raper
le
train
du
digital
THE
BELGIAN
INTERNET
LANDSCAPE

11. Internet…
globally
10
lundis
pour
ra.raper
le
train
du
digital
Internet
PenetraAon
Internet
reparAAon
World
Average
34%
4%
1%
Asia
Africa
16%
Asia
28%
7%
45%
Europe
Middle
East
40%
10%
LaCn
America/Caribbean
43%
North
America
Europe
63%
11%
Oceania
68%
LaCn
America/
North
America
79%
22%
Caribbean
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Africa
Source:
internet
world
stats
June
2012

12. Internet
in
Belgium
10
lundis
pour
ra.raper
le
train
du
digital
• Internet
penetraAon
12+
:
71
%

more
than
7/10
of
the
Belgian
inhabitants
are
internet
surfers.
• Total
Internet
users
12+
:
6.608.657
Internet
PenetraAon
80%
70%
60%
50%
40%
30%
20%
10%
0%
September
April
-­‐
April
-­‐
November
May
-­‐
November
May
-­‐
November
May
-­‐
November
May
-­‐
November
2006
-­‐
September
September
2007
-­‐
October
2008-­‐
April
October
2009-­‐
April
October
2010-­‐
April
October
2011-­‐
April
March
2006
2007
April
2008
2008
2009
2009
2010
2010
2011
2011
2012
2007
Internet
PenetraCon
55%
54%
59%
59%
62%
61%
62%
63%
65%
65%
71%
71%
Source : CIM Metriprofil April 2012

13. Belgian
Internet
PopulaAon:
Gender
analysis
10
lundis
pour
ra.raper
le
train
du
PenetraAon
(%)
ReparAon
(%)
SelecAvity
Index
digital
Male
Female
75%
Female
94
66%
48%
52%
Male
107
Male
Female
The
Internet
is
slightly
more
male!
PenetraAon
by
age
&
gender
(%)
12
-­‐
17
years
18
-­‐
24
years
25
-­‐
29
years
30
-­‐
34
years
35
-­‐
39
years
40
-­‐
44
years
45
-­‐
49
years
50
-­‐
54
years
55
-­‐
59
years
60
-­‐
64
years
65+
years
Male
94%
95%
91%
93%
91%
90%
81%
81%
68%
62%
27%
Female
92%
98%
94%
93%
88%
83%
75%
70%
62%
49%
13%
Source : CIM Metriprofil April 2012

14. Belgian
Internet
PopulaAon:
Region
analysis
10
lundis
pour
ra.raper
le
train
du
digital
PenetraAon
(%)
ReparAon
(%)
SelecAvity
Index
72%
North
South
South
97
69%
42%
58%
North
102
North
South
Almost
balanced
penetraAon.
PenetraAon
by
region
&
gender
(%)
12
-­‐
17
years
18
-­‐
24
years
25
-­‐
29
years
30
-­‐
34
years
35
-­‐
39
years
40
-­‐
44
years
45
-­‐
49
years
50
-­‐
54
years
55
-­‐
59
years
60
-­‐
64
years
65+
years
North
97%
97%
95%
95%
90%
88%
82%
77%
69%
59%
20%
South
85%
95%
91%
90%
89%
85%
73%
73%
58%
51%
18%
Source : CIM Metriprofil April 2012

15. Belgian
Internet
PopulaAon:
Age
analysis
SelecAvity
Index
10
lundis
pour
ra.raper
le
PenetraAon
(%)
train
du
digital
93%
96%
93%
93%
100%
89%
87%
78%
75%
80%
65%
65+
years
27
56%
60%
60
-­‐
64
years
79
40%
19%
20%
55
-­‐
59
years
92
0%
12
-­‐
17
18
-­‐
24
25
-­‐
29
30
-­‐
34
35
-­‐
39
40
-­‐
44
45
-­‐
49
50
-­‐
54
55
-­‐
59
60
-­‐
64
65+
years
years
years
years
years
years
years
years
years
years
years
50
-­‐
54
years
107
45
-­‐
49
years
111
ReparAon
(%)
40
-­‐
44
years
123
12
-­‐
17
years
5%
8%
18
-­‐
24
years
35
-­‐
39
years
127
5%
25
-­‐
29
years
7%
14%
30
-­‐
34
years
30
-­‐
34
years
132
35
-­‐
39
years
9%
40
-­‐
44
years
25
-­‐
29
years
132
10%
45
-­‐
49
years
10%
50
-­‐
54
years
18
-­‐
24
years
137
11%
55
-­‐
59
years
11%
10%
60
-­‐
64
years
12
-­‐
17
years
132
65+
years
Source : CIM Metriprofil April 2012

16. What
about
the
kids
(3-­‐12
YO)?
10
lundis
pour
7-­‐12
YO
ra.raper
le
train
du
digital
Top
3
acAviAes
Video
Watchin
g
Online
89%
get
connected
to
internet
at
least
once
a
week
Music
Gaming
Listeni
56%
are
surfing
alone
ng
You
Tube
is
their
favourite
website
3-­‐6
YO
68%
get
connected
to
internet
at
least
once
a
week
79%
are
surfing
with
their
parents
Source : Study Kids & Teens Aegis Media France 2011

17. Belgian
Internet
PopulaAon:
Social
Class
analysis
10
lundis
pour
ra.raper
le
train
du
digital
PenetraAon
(%)
ReparAon
(%)
SelecAvity
Index
95%
1-­‐2
3-­‐4
5-­‐6
7-­‐8
81%
7-­‐8
48
11%
60%
5-­‐6
85
18%
44%
34%
3-­‐4
116
24%
1-­‐2
134
1-­‐2
3-­‐4
5-­‐6
7-­‐8
Internet
is
THE
media
of
the
upper
social
classes!
Source : CIM Metriprofil April 2012

18. Belgian
Internet
Usage
10
lundis
pour
Intensity
ra.raper
le
Devices
used
train
du
digital
Games
console
4%
15%
13%
Less
than
30
minutes
TV
6%
30
to
60
minutes
9%
19%
1
to
2
hours
Tablet
8%
2
to
3
hours
m.phone/Blackberry/iPhone
15%
18%
3
to
4
hours
4
hours
or
more
26%
Laptop/Desktop
PC
98%
0%
20%
40%
60%
80%
100%
120%
Belgian
surfers
are
mostly
heavy
users
of
internet!
Source : Aegis CCS 2011

19. Internet
acAviAes
10
lundis
pour
ra.raper
le
Gambling/bedng
0%
Make
a
purchase
using
non
credit
card
payment
opCon
1%
train
du
Booking
travel/accommodaCon
1%
digital
Purchasing
products/services
1%
PosCng
raCngs
&
reviews
(products/brands
etc)
1%
Online
aucCons
e.g.
eBay
2%
Look
up
health/medical
informaCon
2%
Upload
content
that
you
have
created
2%
Downloading
music
2%
Chadng
via
webcam
(e.g.
Skype)
2%
Downloading/Listening
to
a
Podcast
2%
Managing
a
website/page
you
have
published
2%
WriCng
your
own
blog
or
homepage
2%
CommenCng
on
someone
elses
blog,
content
or
opinions
3%
Reading
customer
raCngs/reviews
3%
Daily
or
several
Cmes
a
day
Streaming/downloading
films/TV
programmes
3%
Watching
short
clips
of
TV
programmes
or
films
4%
Sharing
content
with
others
that
you
have
found
online
4%
Read
magazine
online
4%
Taking
part
in
discussion
groups/online
forums
4%
Social
local
deals
(eg.
Groupon)
6%
Watch
video
clips
7%
Reading
someone
else's
blog
(exc
social
networks)
7%
Watching
online
videos,
made
by
other
users
9%
Sourcing
info
on
products/services
10%
Personal
banking/finance
11%
Playing
online
games
via
your
games
console/PC
12%
Listening
to
the
radio
13%
Playing
games
from
websites
13%
Instant
messaging
20%
Read
newspapers
online
37%
Social
networking
(e.g.
Facebook,
MySpace)
41%
Read/Watch
news
50%
Source : CCS 2011

20. Type
of
websites
visited
Gambling
1%
10
lundis
pour
ra.raper
le
DaCng
4%
train
du
Family
and
parenCng
5%
digital
Fashion/Style
9%
Celebrity
gossip
9%
Cars
9%
Blogs
9%
Product
review
sites
10%
Jobs
11%
Real
estate
12%
AucCon
12%
Shopping
14%
Health/Fitness
14%
Technology/Gadgets
14%
Price
comparison
sites
16%
Corpora.e
or
brand
websites
17%
Online
video
sites
20%
Travel
20%
Sports
20%
Food/Drink/Cookery
20%
Films/TV/Entertainment
24%
Music
26%
Games/Gaming
27%
Local
InformaCon
38%
Weather
41%
NaConal/Global
news
48%
Social
network
50%
Personal
banking
and
finance
54%
Search
engines
70%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Source : CCS 2011

21. Top
sites
10
lundis
pour
ra.raper
le
train
du
According
to
the
CIM
According
to
the
Cosmscore
digital
(Metriprofil
april
2012)
(March
2012)
Rank
Site
Unique
visitors
Coverage
Rank
Site
Unique
visitors
Coverage2
1
Windows
Live
Hotmail
4.792.718
51%
1
Google
6.026.000
94%
2
MSN
Belgium
3.778.182
40%
2
Facebook
5.019.000
79%
3
HLN.be
-­‐
7sur7.be
3.716.055
40%
3
Youtube
4.243.000
66%
4
Het
Nieuwsblad
2.728.308
29%
4
Windows
Live
3.893.000
61%
5
Yellow
Pages
2.414.889
26%
5
MSN
3.361.000
53%
6
Skynet
2.365.712
25%
6
Yahoo
2.631.000
41%
7
2dehands.be
2.260.566
24%
7
Nieuwsblad
1.772.000
28%
8
Knack.be
-­‐
Levif.be
1.753.648
19%
8
Skynet
1.670.000
26%
9
de
Standaard
online
1.685.224
18%
9
Ask
1.436.000
23%
10
RTL.be
1.625.451
17%
10
2dehands
1.344.000
21%
11
Immoweb
1.551.942
17%
11
linkedin
1.283.000
20%
12
Kapaza
1.480.868
16%
12
Standaard
1.252.000
20%
13
RTBF
info
1.447.982
15%
13
DailymoCon
1.115.000
17%
14
eBay
1.425.897
15%
14
babylon
1.069.000
17%
15
Windows
Live
Messenger
1.408.923
15%
15
HLN
1.009.000
16%
16
Le
Soir
1.166.028
12%
16
eBay
957.000
15%
17
DailymoCon
1.121.529
12%
17
Bing
921.000
14%
18
DEREDACTIE.BE
1.066.164
11%
18
Worldpress
807.000
12%
19
Gazet
van
Antwerpen
1.054.196
11%
19
AuFeminin
804.000
13%
20
Sporza
1.029.145
11%
20
Apple
760.000
12%

22. Browser
penetraAon
10
lundis
pour
ra.raper
le
train
du
digital
60%
50%
40%
IE
30%
Firefox
20%
Chrome
Safari
10%
Opera
0%
Other
REMARK:
Lot
of
browsers
used:
the
creaCves
needs
to
be
COMPATIBLE
with
all
of
them
Source : Statcounter may 2012

23. E-­‐commerce
10
lundis
pour
ra.raper
le
train
du
76%
of
the
Belgians
had
bought
online
during
past
12
months
digital
Goods
bought
online
in
the
last
12
months
Property
4%
Insurance
5%
Vehicles
5%
Sport
equipment
6%
Groceries
and
household
items
9%
Ahousehold
appliances
10%
Newspapers/magazines
subscripCons
10%
Videos/DVDs/Blu-­‐ray/mp4
11%
Toys
11%
Solware
for
computer/video
games
11%
Electronic
equipment
13%
Computers
and
accessories
15%
Music
16%
Clothes/Shoes/Accessories/Jewellery
22%
Books
24%
Personal
finance/banking/investment
products
28%
Entertainment
Cckets
33%
Airline
Cckets/hotel
reservaCons
43%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Source : CCS 2011

24. 10
lundis
pour
ra.raper
le
train
du
digital
THE
BELGIAN
MARKET

25. The
Belgian
baglefield!
10
lundis
pour
ra.raper
le
Belgium
based
Intl’
train
du
digital
Offline
Commission
IAB
References
Google
Structured
(Het
AucCon
based
Saleshouses
Standard
MonopolisCc
Nieuwsblad)
Majors
CPC
CIM
Big
players
You
Tube
CPM
Metriprofil
CPM
Online
belgian
Investment
CPD
No
commission
CPV
report
CPC
Facebook
References
CPA
ReservaCon
based
(Immoweb)
In
totals
about
more
than
100
partners
to
deal
with!
Non-­‐
Structured
Unsold
(CPM)
CPC
Few
inventories
CPD
CPA
guarantee
(CPM)
Small
players
Intl’
Networks
Niche
Blind
networks
Amateurism
websites
A
buys
inventrory
to
B,
who
buys
inventory
to
C…

26. Real
Time
Bidding…
a
game
changer?!
10
lundis
pour
ra.raper
le
train
du
digital
Blind
but
targeted
network
OpCmizaCon
ProgramaCc
buying
Intl
at
a
local
scale

27. The
Belgian
digital
investment
10
lundis
pour
ra.raper
le
train
du
digital
MDB
to
take
with
cau?on:
WE
DON’T
GET
THE
FULL
PICTURE!
Only
12
salehouses
(belgian
big
players)
Media
value
Display
only
No
SEM
No
mobile
No
Social
Media
nor
media
buying
or
ac?va?ons

28. Display
adspent
evoluAon
10
lundis
pour
Investment
Digital
MDB
ra.raper
le
train
du
250.000.000,00
€
digital
200.000.000,00
€
X
4
in
7
years!!
150.000.000,00
€
Budget
100.000.000,00
€
50.000.000,00
€
0,00
€
2006
2007
2008
2009
2010
2011
2012
46.519.730,01
€
84.922.665,98
€
119.105.408,12
€
129.246.951,37
€
168.332.063,93
€
188.776.607,12
€
200.986.227,37
€
Source
:
MDB
march
2013

29. Display
adspent
in
the
mediamix
10
lundis
pour
ra.raper
le
train
du
Investment
MediaMix
MDB
digital
Internet
in
the
MediaMix
evoluAon
0,91
%
TELEVISION
6,00
%
5,58
%
5,26
%
7,29
%
QUOTIDIENS
NATIONAUX
4,86
%
5,58
%
5,00
%
3,96
%
RADIO
4,08
%
3,76
%
4,00
%
8,54
%
OUT
OF
HOME
40,13
%
2,75
%
HEBDOMADAIRES
3,00
%
REGIONAUX
GRATUITS
INTERNET
12,92
%
INTERNET
1,62
%
2,00
%
20,67
%
MAGAZINES
1,00
%
CINEMA
0,00
%
2006
2007
2008
2009
2010
2011
2012
Source
:
MDB
march
2013

30. Display
adspent
in
2012
10
lundis
pour
Investment
Digital
ra.raper
le
Investment
digital
train
du
per
saleshouse
3,38
%
0,53
%
digital
per
buying
model
3,30
%
1,70
%
4,25
%
CORELIO
CONNECT
PERSGROEP
ADVERTISING
6,88
%
17,98
%
MSN
MEDIA
CPM
BEWEB
8,67
%
PEBBLEMEDIA
CPC
HI-­‐MEDIA
BELGIUM
13,30
%
ROSSEL
ADVERTISING
9,59
%
SKYNET
MEDIA
TRUSTMEDIA
12,72
%
ROULARTA
PRODUPRESS
11,17
%
VMMTV
95,75
%
10,77
%
Source
:
MDB
march
2013
25.000.000,00
€
20.000.000,00
€
15.000.000,00
€
10.000.000,00
€
5.000.000,00
€
0,00
€
2012/01
2012/02
2012/03
2012/04
2012/05
2012/06
2012/07
2012/08
2012/09
2012/10
2012/11
2012/12

31. Display
adspent
in
2012
10
lundis
pour
ra.raper
le
Formats
train
du
digital
150.000.000,00
€
100.000.000,00
€
50.000.000,00
€
0,00
€
BANNER
IMU
SPECIAL
ADS
LAYER
TEXT
LINK
ADVERTORIAL
Séries1
102.352.102,53
€
60.286.034,84
€
21.855.804,72
€
15.188.259,99
€
856.624,88
€
447.400,41
€
25.000.000,00
€
Sites
20.000.000,00
€
15.000.000,00
€
10.000.000,00
€
5.000.000,00
€
0,00
€
HET
DE
MSN
LE
SOIR
EN
KNACK.BE/
MSN
HLN.BE
NIEUWSBLA STANDAAR SKYNET
DH
NET
MESSENGE TIJD.BE
LIGNE
LEVIF.BE
D
D
ONLINE
R
Séries1
21.406.824,1
18.502.897,4
18.949.569,0
13.627.179,2
8.926.713,47
8.322.061,28
7.518.277,67
6.796.126,96
4.152.645,08
4.428.684,94
Source
:
MDB
march
2013

32. AdverAser’s
display
adspent
in
2012
10
lundis
pour
ra.raper
le
train
du
TOP
10
|
Digital
AdverAsers
digital
8.000.000,00
€
7.041.448,32
€
7.000.000,00
€
5.129.218,09
€
6.000.000,00
€
5.640.766,16
€
4.614.178,19
€
4.259.308,48
€
3.411.853,08
€
4.652.608,77
€
5.000.000,00
€
4.571.391,52
€
4.040.700,24
€
4.000.000,00
€
3.374.899,99
€
3.000.000,00
€
2.000.000,00
€
1.000.000,00
€
0,00
€
Source
:
MDB
march
2013