The document discusses strategies for advertising campaigns, emphasizing the advantage of utilizing the summer for pre-campaigns when audiences are more relaxed. It highlights the importance of maintaining brand awareness through recency planning and notes a decline in overall advertising spending, while out-of-home media shares have notably increased. Key summer advertisers are identified, and the document mentions the extensive reach and flexibility of proximity solutions to target diverse audiences.

1. Campaigns kick off in September
when back to work !

2. Use the summer as a
pre-campaign period !
• What do you prefer? Advertise when people are
overwhelmed by messages or during summer
when they are more relax & receptive?
• Importance of recency planning: it’s difficult
to get back at the same level of brand
awareness after a ‘dead’ advertising period.

3. Surprise your
competitors, be
present when
they aren’t!
• Above the line media: decreased
advertising spending (-16%)
• Out-of-home: increased share in the
mediamix +36%
• Biggest summer advertisers:
P&G, Coca Cola, Colruyt,…
Source: CIM MDB 2012-2015

4. Top 20 summer advertisers
are OOH believers
• ¼ of summer media spendings
• 75% of them uses OOH in the
mediamix
• Share of OOH in the mediamix +41%
vs average share

5. Proximity solutions
We know how to find your
target group:
• Over 33.000 POI/POS in
more than 20 categories
• Adaptable for all budgets