Digital to reach 50+ people: Roularta & Publicarto do it

Not only Millenials and Gen Z may be reached via digital. Roularta & Publicarto now propose "Second Youth Pack" aimed at middle aged adults. To remind revenue stats show that 50+ have ±6% more chance to belong to  the 2 highest revenue quintiles in Belgium. The "pack" provides the advertisers with two alternatives, 

• Second Youth Pack Display: websites Libelle, Femmes d’Aujourd’hui, Knack, Le Vif, Plus Magazine (Roularta Media), SeniorenNet (Publicarto). On a daily basis, this combination reaches 304k people from the target group (Seniorennet not included).
• Second Youth Pack Newsletter: newsletters Plus Magazine and SeniorenNet.

Zemanta: Native DSP @ Outbrain

Next to its programmatic display, Outbrain has set up Zemanta, a DSP that allows access all the most important native programmatic inventories. In doing so, they claim to combine the efficiency of programmatic buying with the more tailor made native advertising.

This DSP is like Teads DSP “Teads Manager”: we create our campaign on the platform to have access to their data.

Trustmedia: Sidewinder & Sliding Doors to enchance digital impact

L’Echo | De Tijd (Trustmedia) are now enabling brands to use 2 new formats, said to be previously unseen in Belgium.

Starting form a normal ad, Sidewinder then extends to 300 X 600 pixels, and then to 900 X 600. It may include additional interactive features, such video or animations.

Sliding Doors starts form a half page or classic ads, but includes a click-to-reveal option that deploys the message on full screen.

New at Teads: In Read Carousel format

Teads has launched a new display format to leverage existing social assets to run within a viewable Carousel.

Since May 2019, their portfolio allows to integrate a carousel such as for Facebook and Instagram in a display format and in a (semi) automatic way.

Integrated into editorial content, as their other existing display formats, this new feature provides users with a selection of 3 to 8 slides and allows them to discover different products in one ad. A call to action is possible on each slide.

Carousel can house shoppable product pages to drive consumers from consideration to purchase. Ads only run when in view and only billed when viewable.

Interesting format when you run a campaign with several products to show and when the main KPI of the campaign consists of sales

Google assistant also speaks.... Belgian

As of end of May, a Belgian version of Google assistant has been deployed. This version is Belgian because it is enabled to recognize typical Belgian accents or words. Also some local companies and institutions have collaborated: the KMI-IRM delivers local weather forecasts, Bpost provides the user with information such as package tracking, NMBS-SNCB allows to be informed on train schedules, Colruyt and VRT are also part of the project. 

The availability of localized versions may be a boost for vocal assistants, while in Belgium their penetration is relatively low (17%) compared to Europe (28%). The absence of a Belgian Dutch voice is often cited as a problem for further development of those devices.