13e Rue at Transfer

"13e Rue" is a French-speaking channel focused on thrillers and detective series. Subsidiary of NBCUniversal International Networks, it is available via the following providers: VOO, Proximus, Orange and Telenet. They claim to broadcast previously unseen series. In 2018 they aired oa Law & Order True Crime, Berlin Station S1 et S2, Chicago Fire S6, Deep State and Condor. Starting February 2019, their inventory is to be commercialised by Transfer. Transfer announces an average audience share at 2% on shoppers 18-54 years, but that should be confirmed.

Addressable ads soon on Medialaan too

The implementation is announced around the summer. At Medialaan, addressable advertising is already there in their VOD platform Stievie. But their objective now is to go into linear TV breaks with addressable ads, like it is already implemented by SBS Belgium. Addressable TV spots in the linear programmes of Medialaan should imply cooperation with providers as Telenet, Proximus and Orange. It would give additional scale to this new way of advertising/ More to come in the following weeks.

Two more years for top cycle races on VTM

VTM-sports has reached an agreement on broadcasting rights of two top cycle races: Milan-San Remo and Tour of Lombardie. This reinforces the sport appeal of Medialaan on the Flemish TV scene for 2019 and 2020.

Video format available via Ligatus in IO and programmatic

Ligatus  has recently introduced the first video format in its portfolio. This new native and expandable video format is integrated into the current placements of Ligatus smart boxes within the publishers' environment.

The video starts when it is visible in the player and stops when it is no longer in-view like a classic In-Read video format. It works on an opt-in system where the sound is off by default. The video disappears when completed and is replaced by other Ligatus ads.

This technology can support the VAST 2.0 formats and VPAID 2.0 Integrated Media. There is a maximum duration of 15 seconds. The impression is counted when the player is visible at 50% on the screen and when the video is viewed during at least 2 seconds (IAB standard)

The vCPM  is € 4.5 for IO purchase meaning that Ligatus is in charge of the optimization of the campaign. The performances in terms of CTR are between 0.05% and 0.09%. Viewability rates vary between 55%  and 70%

For the moment first results come from programmatic tests via Open Exchange. The saleshouse is not able to provide direct purchase results yet but first campaigns will be reported soon.

Video: new RTBF advertising regulations for Food products

As of March 1st,  all advertisers on RTBF video (TV and digital) for sugary drinks and manufactured food products must include in their ads the following mentions:

• « Pour votre santé, mangez au moins cinq fruits et légumes par jour » (To be in good health, better eat at least five fruits and vegetables every day)
• « Pour votre santé, pratiquez une activité physique régulière » (To be in good health, better practice regular physical activity) 
• « Pour votre santé, évitez de manger trop gras, trop sucré, trop salé » (To be in good health, better avoid eating too much fat, too much sugar, too much salt)
• « Pour votre santé, évitez de grignoter entre les repas » (To be in good health, avoid snacking between meals)

For 15 seconds or more spots the mention of the 4 messages above must appear once as a successive fixed text. For spots less than 15 seconds long, the mentions must be grouped by 2 maximum.

A rotation of 2 different versions of the spot, at least, will be planned for all campaigns and must be provided by the advertiser (the same spot = 2 versions of the spot minimum).

The duration of the mentions should be sufficient to ensure the legibility and the comprehension of the message according to the following rules of appearance:

The mentions must not be read orally in the spot, they must be fixed with a position, a size, a font, a color and a duration similar to the rules applicable to the educational slogans for the beer and alcohol commericals

 For instance :

• Location: horizontally in the lower part, as integral part of the visual

• Type of character: Arial - cursive

• Color: clearly distinguishable from the background color

• Minimum size of the character in proportion to the height of the image: 5%

• Duration: for spots longer than 10 seconds: a minimum of 5 seconds

This rule applies to classic TV spots and pre / mid roll on Auvio (this regulation does not involve sponsorship and radio).

This is a consequence of the new management contract of RTBF with the French-speaking authorities.