CIM Belgium ads

Are all media performance figures measured by the same standards? Gauthier Elslander argues that they should be. 🔹 Local media are independently audited by CIM. 🔹 Global platforms report performance using their own measurement systems. 🔹 Definitions of a “view” can differ, making comparisons less straightforward. If advertisers are expected to compare media investments, they need metrics that are genuinely comparable. A key challenge for the Belgian media landscape.

Who really decides the media mix in an international company like ING? According to An Caers, local teams still have a role to play, but international guidelines increasingly shape their decisions. 🔹 Group-level rules influence budget allocation. 🔹 Creative and media spending are closely monitored. 🔹 Global platforms are easier to compare across countries. Local media can still make the plan. But they need a convincing case for their value.

Is reach still enough to justify a media investment? According to Valerie Morfitis, advertisers increasingly expect more than impressions and views. 🔹 Brand lift and impact measurement are becoming more important. 🔹 Local media need credible evidence of their value. 🔹 AI could help the sector demonstrate its impact more effectively. The challenge is clear: prove not just how many people you reach, but the impact you create.

If you had 10% more marketing budget tomorrow, where would you invest it? Petra de Roos’s answer: brand building, not just performance. A strong performance dashboard can show what your campaigns deliver today. But what are you doing to build demand for tomorrow? Long-term growth takes creativity, emotion and sustained investment in your brand. The real question isn’t performance or brand. It’s how to get the balance right.

Everything starts with data. But not with campaign data. According to Steven De Deyne, the real starting point is the business: what do you need to sell, and which targets do you need to hit? Only then does the sequence follow: ➡️ Business goals determine the priorities. ➡️ Those priorities shape the go-to-market strategy. ➡️ And only then should the media mix take shape. Media planning starts with business strategy, not channel selection.

Médias en Belgique : Voici le bilan du State of the Union du CIM. ↪ Découvrez dès maintenant les principaux enseignements, tendances et éléments clés.