Cascade becomes part of the Persgroep-Medialaan association

Cascade has just been taken over by De Persgroep Publishing and Medialaan . Cascade is the publisher of magazines such as Primo (circulation: 120.400/week), Eos (circulation: 21.200/month), Motoren en Toerisme (circulation: 7.700/month), Bahamontes , and For Girls Only (circulation not available for the last two). The Sales House Mag Advertising is currently in charge of their advertising. It is expected not to change until De Persgroep Publishing and Medialaan have made a decision on the practical modalities of the deal.

Custom Intent Audiences launched for YouTube campaigns

Whitelisting is no longer required for the "custom" targeting option that enables advertisers to reach people on YouTube just after searching for their product on Google network. This new targeting will be available on AdWords and DoubleClick Bid Manager.

By using a combination of signals from users searches on Google.com, Play Store and Google Maps, a new way of targeting becomes available for your YouTube campaigns. Custom Intent Audiences is based on separate bunches of keywords according to the intent profile we are looking for. Custom Intent will be mainly used as a strategy for lower funnel YouTube campaigns, but it may be also part of broader targeting. Like Contexts and Interests, we will be able to optimize based on performance within different segments of keywords.

Partnership Transfer-Pebblemedia

Transfer starts its digital transformation with a new association with Pebblemedia. Fox, MTV, Viceland or TF1 are some of the websites that are now part of the Pebblemedia offer.

The partnership with Transfer means a good complement to Pebblemedia existing offer, that includes (among others) VRT, Één, Sporza and Dagelijkse Kost. Thanks to sites like TF1, available from May 1st, Pebblemedia will provide advertisers with a more balanced North/South distribution of audiences.

Among the best known brands of Transfer we can find Fox, Eleven Sports, MTV, National Geographic, Viceland and TF1. They have many other  thematic channels such as Brava, BX1, Cartoon Network, Comedy Central, DobbitTV, Evenaar, History Channel, Kanaal Z/Canal Z, Ment TV, Plattelands TV, XITE or Stingray Hits.

Pebblemedia Instream inventory will reach 20 million of impressions per month. If we combine Instream, Outstream and Spotify, the offer increases to 40 million of impressions/ month. 

YouTube Music, a new App for streaming music

YouTube launches its new music streaming service. Just like Spotify, this new app helps easily find what you are looking for and discover new music. The question is… it will be possible to show ads?

From May 22 users from US, Australia, New Zealand, Mexico and South Korea can download YouTube Music on their smartphones and desktops. For the moment we do not have any updates about the app availability in Europe.

YouTube Music includes a free version, which advertising, and a paid version. The good news for advertisers is the possibility to have access to 1st Party Data through login information, but also location or music patterns. Even if it is possible to watch videoclips, the service is mainly focused on listening. The objective is to compete against platforms like Deezer, Apple Music or Spotify.

DaviD: 3 premium publishers launch a new data solution

Last month, June 2018, Pebble Media, IPM and Produpress announced the launch of their new partnership platform called DaviD : "Digital Alliance on Valuable Inventory & Data".

These 3 publishers decided to combine their forces to create a unique marketplace for programmatic buying display (with the SSP and the DSP in a single platform). The great variety of titles is clearly a major asset for this collaboration. This premium inventory gather about 600 million of impressions per month (and potentially reaching ± 60% of the population of Belgian Internet users).

A Data Management Plateform such as DaviD allows us to segment and target the audience in various categories ( Automotive, News, Lifestyle, etc.) on a premium inventory with a qualified audience.  Online advertising market is increasingly focused on data solution and programmatic buying method to target the right person at the right moment with the right message. This new marketplace is a real opportunity for the traditional publishers to get rid of their dependence on a single technology partner and compete with Google that currently dominates the online ad market. This control could give more possibilities to the advertisers and agencies: better services with local support.

An official presentation seminar is scheduled in September.