Gastlezing Philippe Belpaire PDF

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Gastlezing...

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Gastlezing Philippe Belpaire 3 nov. 2021 Roularta media group = publieke publisher → nl en fr → nationale curage Grootste drukkerij in west europa 1) Industriele → grote oplages → gespecialiseerd in kranten en magazines 2) Nationale magazine brand adverteerders te kans geven in fr en nl te bereiken 3) Local media enkel nl gigantische regies ontstaan Roularta Advertising - Ht regie-landschap vandaag + morgen Sterke consolidatiegolf vn lokale regies

gafas → google, apple, facebook amazon 80% inkomsten media Roularta Advertising - “Stand alone” in een veranderend regielandschap

Roularta Advertising - Expert teams & services - Roularta Brand Studio - Roularta Webinar Services - Roularta Research - Events, fairs & networking - International media services - Trends Business Information Magazine, lokaal, regionaal Roularta Brand Studio - Expertise hub for all content advertising What? Team of content strategists, graphic designers, project managers and strategic advisors who… translate non-traditional requests of advertisers into complete creative crossmedia solutions, tailored to the advertisers and in line with the target groups and the DNA of the various media brands of Roularta Media Group.

Why? -

1 Spoc Innovation Crossmedia solutions Content storytelling Full integrated service (pro-active ad-exceeding) Strategic advice

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Adverteerders houden vn story telling → freelance journalisten 3 klusters: women, news (actualiteit), luxury Business news - a 360° business community - Magazines - Digital - Evenents - Business television: KZ/CZ - 355.652 daily viewers - Affinity Independents: 178 - Affinity superiors: 144 - Data: - Trends Business Information - Trends Top Local News - Local Newspaper: Krant van West-Vlaanderen - 389.624 RLP - Subscriptions - NEW: 5 editions - News on Sunday: De Zondag - 1.434.292 RLP - Bakeries + Supermarkets & Butchers (NEW) - 16 editions Digital - Advertising strategy Digitaal= snelle groeiende macht, grote internationale bedrijven in google enz sneller tempo dn klassieke media - 2 orientations: advertiser & organisation - 7 domains: 1. Quality: effectief tonen 2. Quantity: voldoende digitale volume 3. Data: campagne verrijken met data dat ze beschikken 4. Reader currency: meer en meer publisher content 5. Smart partners: meer volume 6. Social responsibility: duurzaamheid, eco voetafdruk in de reclamemarkt → digitale campagnes 7. Facilitate: geen robots, echte mensen, rechtstreekse contacten houden print macht → advertentie macht → onder druk staan → voortdurende inoveren Brand Safety moeilijker halen bij google enz

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Digital Advertising Strategy - Quality (advertiser) guarantee of human viewable impressions - best in class in loadtime guarantee on brand safety - targeting on key words and segments maximum impact of a campaign through - format = pixels x position - in view lime - context value-creation & -valorisation through quality respect for the user - coalition for Better ads - privacy legislation: GDPR & e-privacy Reach 3.314.808 real users Pillars Awareness

Performance

Target +

Site- specific

CPC

Interest

Content Integrations

Contextual packs

Geo-Targeting

Impactful formats

Video

Socio-demo’s Intention Behaviour

How and why to buy our network? - National network (D/F) - Multi-media, -format, -device - Own editorial stuff - Brand safety - No invalid traffic Direct: manueel, vooraf afgesproken Programmatic: minimum prijzen, bieden → aanbod en vraag Overview solutions Display campaigns

Content advertising

Newsletters

Video

Classic and impactful formats

Sponsoring editorial files

Editorial newsletter

Inread Video

Run of network, site, section, packs

Branded stories

Dedicated partner mailings

Pre-roll, Mid-roll

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Target +: Age, Interest, Behaviour, Device

Advertorial

Content-tocommerce

Thematic newsletter Plus Magazine Lead Generation etips

Display campaigns - Mobile rich media - Mostly used for retail, branding, storytelling - Between 60% and 70% of mobile on the network Hoe kunnen dekstop nr formaat vn gsm zorgen om alle reclame te zien (gsm kleiner) 50% Inkomsten branden content Display campaigns - Content-to-commerce Concept: your social media post as display ad between our trusted content - We recreate your social media posts to put on our websites as display ads - Roularta covers creation cost (transfer to display) and advertising - Formats: - Desktop: all vertical and horizontal formats - Mobile: 300x250 - Run of New & Business - Women - Luxe - Links, video’s, organic or paid posts - Still image, video, carousel - Fb, Insta, Tiktok, Twitter, LinkedIn & Pinterest - Performance campaigns with a clear Call To Action Newsletters - Leadgen: opportunities to increase ROI Reinforce your campaign:

Enrichment of the existing database:

Extra visibility

Use the date on the long term

Immediate ROI

GDPR Proof

- High quality trager group of Roularta subscribers - Content e-letters - On fixed dates to fixed target groups B2B or B2C - Min. 2, max. 3 partners per e-letter Vb: Mijn stad 13 Centrumsteden Urban influencers - Content - Relatiebuilding - Sales Mijn stad tv Why Ht wachten in een lokale winkel/ dokter/ … aangenamer en relevanter maken zonder smartphone How Dr relevante content te brengen vr de wachtende What Een interessante wachtverzachter vr de lokale koper

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