Tomorrowland digital radio

Tomorrowland is now 15 years old. As a celebration, it launches ‘Tomorrowland One World Radio‘, own digital station together with a content platform.

Until August 31, its programmes will be available via the website and the Tomorrowland  App. DAB+ broadcasting is also foreseen in Brussels and in Flanders.

Programmes will consist of top 30 made up by fans, exclusive sounds, sets and shows by the most famous performers at Tomorrowland.

“Catch Me” : RMB new video targeting offer

RMB, saleshouse of RTBF online video inventory, has launched a new commercial offer based on several targeting possibilities they called “Catch Me”. This video targeting service gives access to demographic profiles, places of living, or interests: 

• Catch Me @ my place : target surfer's place of residence
• Catch Me: target the socio-demographic profile (sex and age) of the surfer
• Catch Me @ my interests: target surfer browsing habits

It is available on all video inventory of the RTBF sites, on all devices, both programmatic and IO. In addition, it will be possible to combine those criteria in order to refine the targeting of their campaigns thanks to the offer “Mix & Catch”.

The data come from the information declared (2.2 million profiles) but also observed (surfing habits) collected from users of RTBF Web platforms. It is stored and managed by the Adobe Audience Manager Data Management Platform (DMP). The segments are then sent to the different sales technologies. Of course, the data is collected in accordance with the GDPR legal policy.

Adding valuable audience segments to our campaigns is always a good news as our aim is to qualify as much as possible the audiences we want to reach. Such sharp targeting may increase the ROI  and minimize the advertising “waste” among irrelevant targets.

CPV based offer for Online Video at IP Belgium

IP Belgium has launched a new online video offer based on Cost per View (CPV) instead of Cost per thousand Impressions (CPM). This new buying method is available on longform and shortform premium contexts via RTL Play, RTL Info, BelRTL and Radio Contact.

CPV video campaigns will be available in direct buying with a floor price of 0.045€ for a 15" spot. IP guarantees the viewability of the spot as well as an ad-fraud safe environment. CPV purchase is audited by Moat that provides a campaign report at the end of the process.

IP CPV buying method assures the advertiser that the commercial will be completely viewed in a premium environment. It brings also more flexibility in media plans.

Outbrain to acquire Ligatus, and become a major player in native

Outbrain has recently announced an agreement to acquire Ligatus. This acquisition should be finalized by the end of the second quarter of 2019.

Gruner + Jahr, owner of Ligatus, becomes a minority shareholder of Outbrain. 

As a result of this move, Outbrain will integrate all of Ligatus' assets into its own offer. By assimilating to its network the publishers currently working with Ligatus, Outbrain will strengthen its positions in Europe, a market where Ligatus is much better established. The company will have more than 1,400 additional premium publishers among its partners.

Both entities have a partnership with major Belgian and international publishers that allows them to have a dedicated location on these sites. With contextual targeting on large media sites, Ligatus and Outbrain native ads allow advertisers to drive their awareness and performance campaigns across all platforms.

This acquisition means that Ligatus will  use Outbrain technology. That could be an issue as Ligatus uses a technology that has proven itself for a majority of our campaigns across all sectors. Even if it will not change much in the commercial teams, this merger decreases the number of players on the market: as it reduces competition, it will potentially affect prices and terms of negotiations. 

Bye Bye average position

No mistake: the average position of Google ads will disappear soon.

Basically, the average ad position refers to the order of where your ad is shown but it does not say what the specific location is. For instance, you could have a position 1 but this does not mean that your ad will be shown at the top of the SERP (Search engine result page).

In fact, Google recently introduced new metrics that provide more detailed insights on the location of your ads: top impression rate, absolute top impression rate, top impression share and absolute top impression share.

Since these newly introduced metrics give a better view of the actual ad position within the SERP’s, Google decided it will remove the average position metric in September 2019.

Our take on this change is a bit mixed. We do report on impression share metrics and also on average position. We believe that the average position gives a nice overview of the accounts and is an easy to understand metric since not everyone is an expert in SEM. But it’s nice to see that Google is critical of its own metrics and offers a more in-depth view of the actual position of our ads.