This document provides an overview of innovations in Belgian media in February 2015. It discusses new platforms launched by daily newspapers to allow anonymous tips from users. It also mentions partnerships between media companies to promote new online offerings and the expansion of programmatic advertising platforms. New partnerships between magazines and retailers are highlighted as well as the launch of improved digital campaign tools.

1. February 2015
Overview on media news and innovations

2. DAILIES

3. Innovations
February2015
Via the platform ‘Sourcesûre’, daily newspapers wish to
allow users to send confidential information to media.
Informations are transmitted in an anonymous way. Le
Monde, La Libre, Le Soir & RTBF.be are now using the
platform.
Outbrain, the content solution used by Rossel
Advertising is now available on the websites of
Persgroep, Roularta & Metro.
The solution now reaches almost 60% of belgian
internet users. The content recommandations help
improving audience satisfaction on the websites.

4. Innovations
February2015
Mediahuis Connect and Roularta Media are working
hand in hand to promote the new online pack offer with
IPM participation.
They created ‘Pure Quality News’. It offers a national
coverage on the main information websites
• La Libre.be
• Le Vif.be/Knack.be
• De Standaard.be
This pack is targeted at men and women with higher
education and a large purchasing power.

5. Innovations
WHATELSE?
Media ID is a unique provider to different media
sources.
User experience is made easier through a unique
touchpoint that gives the possibility to access their
most preferred content on different information
websites.
Users can pay on this platform once and get
access to the content they wish to subscribe from
the different information websites.

6. MAGAZINES

7. Innovations
February2015
Programmatic starts dealing with the print media.
Time Inc partnered with the ad company MediaMath to
launch the platform for its advertisers. The technology
can target audiences on different segments.
The platform also allows to reach selected audiences
through display campaigns.

8. Innovations
February2015
In 2015, Biba magazine formed a partnership with
Kiabi.
On a special section called ‘Le défi mode’, readers can
take a look at a selection of articles from the Kiabi
collection at a fair price.
A special luxury edition of HU.MAN magazine will be
added to Humo. HU.MAN deals with men interested in
lifestyle, fashion & gadgets.

9. Innovations
REFRESH
NEWCOMERS
LEAVER
New name & content Last issue
Online
magazines

10. DIGITAL

11. Innovations
February2015
Proxistore developed an improved version of its
online campaign simulator.
This tool allows you to advertise online in a targeted
manner on european websites.
Every detail of the campaign are available from the
audience to the spaces available; the cost and of
course the possibility to buy and launch the campaign
directly.

12. Innovations
HAVASMEDIA
Havas Media Group partnered with NewsCred. The
content marketing platform allows to manage
licensed content from over 5.000 publishers.
Advertisers can boost their content marketing
capabilities to engage with consumers. It is therefore
more relevant and leads to higher returns along the
consumer journey.
Havas also aquired Plastic Mobile, an agency
specialised in mobile strategies. From the
development of an app to the definition of loyalty
programs.

13. Innovations
WHATELSE?
Carlsberg invited drinkers to play on their
interactive one-armed bandit.
Beer drinkers had to post a selfie on instagram
with the hashtag #BarBandits and the
geolocalization of the bar to participate in the
game.
Every time the bartender serves a beer, it
activates the game. Winners get a beer for free.

14. OUT OF HOME

15. Innovations
February2015
The Mango App let you scan outdoor billboards
and shop online what you like.
Thanks to an image recognition technology,
shopper experience is faster and easier.
Passers-by can get the information directly on their
connected device.

16. Innovations
February2015
The brand new Disney movie was promoted
with augmented reality in Brussels and
Antwerp.
Passers-by could take a selfie with the new
Disney hero.
People had to be in pairs. One will appear as
the hero itself and the other person will stay
the same.

17. WHATELSE?
The physical version of online cookies is out!
Shoppers experienced this new shopping
alternative in Finland. Shoppers could be
offered targeted deals only if they agreed to
carry with them this plastic key chain.
It is actually an RFID device that allows to
gather information on shopping habits. Shopper
journey into the mall is tracked and special
offers can be promoted on billboards and in-
store.
Innovations

18. RADIO

19. Innovations
February2015
Spotify & Sony created a music streaming service called
PlayStation Music. It will take over the existing service,
Music Unlimited from Sony.
The best experience will be provided to the 64 million
users of the PlayStation network. It will let users play
Spotify on PS3, PS4 & Xperia.
Cherie FM is back in Belgium since Valentine’s day. It is
only available online for every connected device.

20. WHATELSE?
Innovations
The second edition of Viva for Life was a success once again!
Results from the fund raising initiative were very positive. The
operation was launched in December 2014. They were able
to raise more than 2 million euros to help children in need and
offer better living conditions.
The RTBF confirmed its willingness to organise a third
session next december.

21. TELEVISION

22. Innovations
February2015 Proximus launched its new version of Skynet.be. The layout
and special sections were revamped to offer a refreshing
experience. It is also possible to watch Proximus TV via the
website and to schedule program recording on your
Smartphone.
Telenet participation in the De Vijver Media was confirmed by
the European Commission. Telenet assured its willingness to
offer the best TV experience to their clients through the
acquisition.
TLC Channel is now available in Flanders. Dedicated to
women from 18 to 44 years old, it offers a variety of lifestyle
programs.

23. CINEMA

24. Top 5 Belgian Box Office in 2014
February2015
4,628,504
4,212,822
3,736,592 3,710,711
3,392,802
EUR 0
EUR 500,000
EUR 1,000,000
EUR 1,500,000
EUR 2,000,000
EUR 2,500,000
EUR 3,000,000
EUR 3,500,000
EUR 4,000,000
EUR 4,500,000
EUR 5,000,000
The Wolf of Wall Street Lucy Rio 2 How to Train Your
Dragon 2
Dawn of the Planet of
the Apes

25. Sources
found here !

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