Discover March & April 2015 media trends and innovations !

1. March-April 2015
Overview on media news and innovations

2. DAILIES

3. INNOVATIONS
MARCH2015
The Leading European Newspaper Alliance (Lena) which
federates :
• DieWelt(Germany)
• ElPais(Spain)
• LaRepubblica(Italy)
• LeFigaro(France)
• Tages-Anzeiger&TribunedeGenève(Switzerland)
• LeSoir(Belgium)
Launched a content-sharing platform between the member
states in order to highlight how quality journalism in a
democraticsocietyis important.
Interviews & columns will be selected to be published in all
dailies. An exchange programme for journalists will also be set
up so that they can extend their journalistic skills.

4. INNOVATIONS
MARCH2015
Persgroep Advertising has acquired a new
advertising format.
The 3D CUBE allows website visitors to see each
side of a promoted product. The CUBE is
activated as the visitor scrolls through the
halfpage.
HLN.be is the first Belgian website to offer the 3D
CUBE.

5. INNOVATIONS
APRIL2015
Le Soir launches ebook.lesoir.be. The platform (in
partnership with La Voix du Nord and Epagine)
promotes e-books.
The book range offered is wide and each book comes
with its critique if it was in Livres du Soir.
Rossel Solutions has signed many contracts with all
editors and distributors in Belgium to cover the widest
range possible.

6. INNOVATIONS
APRIL2015
VTM launches NieuwsLeaks.
This collaborative platform will allow citizens to share
relevant content with journalists.
Citizens can share documents or photos on a secure
network which allows the user to remain anonymous.
Journalists will then make sure the content is relevant
before sharing it.

7. MAGAZINES

8. INNOVATIONS
MARCH2015
Guido & Boomerang create a strategic alliance to reach
a wider target (15-44 yo).
Media departments from both companies will start
working hand in hand starting April 1st 2015 to
commercially exploit the 7 media networks :
• The Cards
• Face2Face
• Face2Face.aero
• (x)Change
• H20,
• B-Mat
• B-Bock

9. INNOVATIONS
MARCH2015
Sabato Magazine (weekend magazine of L’Echo
& De Tijd) launches 4 magazines related to the 4
elements.
Those elements will be declined throughout
design, art, lifestyle, fashion, architecture and
gastronomy.
• April – Earth
• March – Water
• October –Air
• November – Fire

10. INNOVATIONS
APRIL2015
Roularta offers enhanced reality advertising format for
magazines.
The company has developped a mobile app
- Scanlink - allowing brands to add augmented reality
content to print ads.
The app scans the ad and readers discover the digital
content behind it.
The first brand to give a try to this new ad format is
Renault (for its Espace campaign) in magazines such
as Le Vif/L’express, Knack, Trends/Tendances and
Trends.

11. INNOVATIONS
REFRESH
NEWCOMERS

12. DIGITAL

13. INNOVATIONS
MARCH2015
Google will soon release sponsored apps in its Store.
Developers & editors will soon be able to buy key
words so that their apps will be shown at the top of
the PlayStore search results.
Beforehand, PlayStore’ search results were solely
based on recommendations & popularity of apps.

14. INNOVATIONS
MARCH2015
Instagram launches a new ad format, the Carousel
ads.
Brands can include up to 4 photos in a diaporama-
like link. Advertisers can arrange these « carousel »
ads to show off a product in a particular sequence as
people swipe through them.
It can be used as a way for advertisers to tell a story
as they can provide more information to the
customers.

15. INNOVATIONS
MARCH2015
L’Oréal US has concluded a partnership with Powa
Technologies to allow customers to directly buy a
product from an online or offline ad.
Customers could « flash » the l’Oréal ad and buy a
product straight from their smartphone.
The technologies used are : QR codes, JavaScript,
NFC or audiotags such as Shazam.

16. INNOVATIONS
MARCH2015
In the US, Twitter is testing a new second-screen
experience, the TVTimelines.
A few « test people » could use TV Timelines with a
suggested hashtag linked with shows such as The Big
BangTheory,AmericanIdol or The Blacklist.
The Twitter interface divides itself in 3 parts around the
program :
- Tweets
- Videos
- Photos & GIF
Exclusive ad content could also be added in the near
future.

17. INNOVATIONS
APRIL2015
LinkedIn bought the online tutorials and training
platform, Lynda.com, for 1.5 $ billion.
Lynda.com will be embedded in Economic Graph, a
service which uses LinkedIn data in order to improve
the job market.
LinkedIn, by buying Lynda.com, also wants to
broaden its users base.

18. INNOVATIONS
APRIL2015
LinkedIn is launching a new app called Elevate.
It allows its users to share content coming from the
company they work for on Twitter and LinkedIn.
According to the social platform, only 2% of
employees share content created by their employer
even though they’re responsible for 20% of the
engagement these contents receive.
The app will be accessible to the public during the
third trimester of 2015.

19. INNOVATIONS
APRIL2015
Vike, the online video plateform created by RMB, will
no longer be working with RTBF after only one
month.
According to RMB, Vike doesn’t meet the expected
success. Brands don’t want to invest in a platform
that hasn’t proven itself yet.
Therefore, RMB is still looking for potential investors.

20. INNOVATIONS
APRIL2015
Discussions about YouTube launching a
premium version of its platform are back.
The paid version of the platform would block all
advertising content.
No information about the cost of the premium
version or when it would be available has been
released. YouTube has only stated that it would
be a new way to monetize its videos.

21. OUT OF HOME

22. INNOVATIONS
MARCH2015
In 2016, Belgian mini-satellite – CubeSat – will be
the first advertising hoarding sent to space.
ClearChannel offers advertisers to position
themselves as innovative & avant guarde.
Advertising spaces on the satellite are sold for
2500€.

23. INNOVATIONS
MARCH2015
JCDecaux unveiled its new offer at Lux-
Airport.
Their airport is filled with 27 (70 inches) digital
screens along the way travelers use.
There’s also a Giant Screen Wall placed just
before the Duty Free zone.
JCDecaux also invested in the new
Connector for the Brussels Airport which
allows passengers to go directly to the gate
from their check-in.

24. INNOVATIONS
MARCH2015
Carslberg has unveiled a free beer hoarding
in London.
On the poster, pedestrians could read
« Probably the best poster in the world » and
could enjoy a free Carlsberg’s pint from 1 to 7
pm.
OMD UK, The Marketing Store & Clifford
French created this action.

25. MARCH2015
DOOH Media is offering experimental
marketing packages for shopping centers.
They provide technologies such as enhanced
reality, oculus, photobooth, gaming, live 3D.
Those actions can be linked to digital display as
well as online actions.
INNOVATIONS

26. INNOVATIONS
APRIL2015
JCDecaux is getting ready for the launch of the new
Villo! Most of the current Villo! will be replaced by
electric ones.
According to JCDecaux, Brussels’ geography isn’t
always flat, that’s why they have developed this
new type of Villo!
Each user will need a removable battery that needs
to be charged by their own means. The battery can
be bought on JCDecaux’s website but the price has
yet to be confirmed. It will have a 25km autonomy.

27. RADIO

28. MARCH2015
INNOVATIONS
The new music platform Tidal has been
launched.
With only massive music artists at its direction
board, Tidal is considered to be Spotify direct
competitor.
However, Tidal doesn’t seem to do well only one
month after being launched.

29. APRIL2015
INNOVATIONS
Norwegian radios will stop broadcasting all FM-wave
stations starting in 2017. Radio broadcasts will only be
digital.
The governement wants new radio channel to be able
to reach all audiences in the country.
Main goals :
- Radio channel diversity
- Better audio quality
- New features

30. APRIL2015
INNOVATIONS
DH Radio will no longer broadcast radio magazines.
It will focus exclusively on music and information
programs.
Music programming is described as general, mixing
recent as well as all-time hits.
Newsflashes will be broadcasted every hour between
6AM and 11 PM.

31. TELEVISION

32. INNOVATIONS
MARCH2015
Medialaan has created the Medialaan FairtimeAward.
Social and humanitarian organisations can submit a TV
storyboard in order to win a campaign.
Medialaan therefore deliberately chooses to aim towards a
more social direction.
The winner will have its 250 k campaign aired on VTM, 2BE
and Vitaya.
The competition is also possible for a radio campaign (75 k on
Q-music and JOE fm).

33. INNOVATIONS
APRIL2015
VRT, Medialaan and SBS join forces in a solidarity campaign
regarding the earthquake that hit Nepal.
The 3 groups created a radio and TV spot in order to raise
awareness and funds to the Flemish Red Cross, Doctors
without Borders and SOS Nepal.
The TV spot will be broadcasted on Eén, VTM, Vier, Canvas,
2BE, Vijf, Vitaya and JIM.

34. CINEMA

35. INNOVATIONS
MARCH2015 Surfing on the buzz wave Fifty Shades of Grey has created for the past few weeks,
Redbull and Brightfish created quite an interesting action….

36. INNOVATIONS
APRIL2015
The Fat Lady created a campaign for
Brightfish in order to encourage brands to
add cinema to their media mix.
The agency sent an elegant mail to brands
containing a whip with the message
« Punish Yourself ».
The idea was to invite brands who did not
communicate on the blockbuster Fifty
Shades of Grey to whip themselves for not
seizing that opportunity.

37. Sources
found here !

38. THANK YOU
Questions? 2mvdc.belgium@havasmedia.com