COMMERCIAL POLICY 2019 Contents

COMMERCIAL POLICY 2019

Contents

1. Television 5

1.1 Premiums 6 1.1.1 Premium volume 6 1.1.2 Early book premium 7 1.1.3 Q1 premium 7 1.1.4 Welcome premium 7 1.1.5 New premium (NPB) 8 1.1.6 Entertainment premium (SPL/SBI/SGA) 8

1.2 Surcharges 9 1.2.1 Special Ads 9 1.2.2 Brand mention 9 1.2.3 Preferential positions TV 10 1.2.4 Indexes 10

1.3 Contracts 12 1.3.1 Campaign 12 1.3.2 Deadlines and submission conditions 12 1.3.3 Annual contract 13

1.4 Packages 13

2. Radio 14

2.1 Premiums 15 2.1.1 Premium volume 15 2.1.2 Maximix 15 2.1.3 Sector-specific premiums 15 2.1.4 Welcome premium 16 2.1.5 Summer premium 16

2.2 Surcharges 16 2.2.1 Brand mention 16 2.2.2 Indexes 17

2.3 Contract 18 2.3.1 Campaign 18 2.3.2 Deadlines and submission conditions 19 2.3.3 Annual contract 20

2.4 Packages 20

COMMERCIAL POLICY 2019 2 Contents

3. Print 21

3.1 Premiums 22 3.1.1 Welcome premium 22 3.1.2 Premium volume 22 3.1.3 Sector-specific premium 22

3.2 Surcharges 23 3.2.1 Brand mention 23 3.2.2 Preferential positions 23 3.2.3 Technical surcharge 24 3.2.3.1 Technical editing cost newspapers 24 3.2.3.2 Technical editing cost magazines 24

3.3 Partnership 24 3.3.1 Premium products 24 3.3.2 Campaign 25 3.3.3 Deadlines and submission conditions 25 3.3.4 Annual contract 26 3.3.5 Complaints and compensation 26 3.3.5.1 Award of compensation 26 3.3.5.2 Claiming compensation 27 3.3.5.3 Magazine cover policy 27

4. Digital 28

4.1 Network and options 29 4.1.1 Systems and tools 29 4.1.2 Brand safety 29 4.1.3 Viewability 30

4.2 Premiums 29 4.2.1 Welcome premium 29 4.2.2 Sector-specific premiums 29

4.3 Surcharges 30 4.3.1 Brand mention 30 4.3.1.1 Display 30 4.3.1.2 Online video 30 4.3.2 Technical surcharge 30 4.3.2.1 Spot indexes online video (in-stream) 30 4.3.2.2 Special formats – display 31 4.3.2.3 Capping 31 4.3.2.4 Rich Media Costs 31

COMMERCIAL POLICY 2019 3 Contents

4.4 Contract 31 4.4.1 Premium products 31 4.4.2 Campaign 32 4.4.2.1 Display 32 4.4.2.2 Online video 32 4.4.3 Deadlines and submission conditions 33 4.4.3 Tracking 33 4.4.4 Complaints and compensation 34 4.4.4.1 Underdelivery 34 4.4.4.2 Award of compensation 34 4.4.4.3 Claiming compensation 34 4.4.4.4 Invalid Traffic and Ad Fraud 35 4.4.5 Commitments 35

5. Creative 37

5.1 Television and online television 38 5.1.1 Options 38 5.1.1.1 Billboards and trailer tags 39 5.1.1.2 Product placement 39 5.1.1.3 Online 39 5.1.1.4 Jingle sponsoring VTM/Q2/Vitaya/CAZ 39 5.1.1.5 Branded content based on advertorials 39 5.1.1.6 Overlay 40 5.1.2 Packages 40 5.1.3 Premiums 40 5.1.3.1 Creative Sales frequency discount TV & online 40 5.1.4 Surcharges 41 5.1.4.1 Brand mention 41 5.1.4.2 Jingle XL surcharge 41 5.1.5 Contract 41 5.1.5.1 Premium partnership 41 5.1.5.2 Campaign 41 5.1.5.3 Deadlines and submission conditions 42

5.2 Radio 43 5.2.1 Options 43 5.2.1.1 Branded Content Radio 43 5.2.1.2 Cluster Sponsoring 43 5.2.1.3 Online 43 5.2.1.4 Sampling & Activation 44 5.2.2 Packages 44 5.2.3 Surcharges 44 5.2.3.1 Spot indexes 44 5.2.4 Contract 44 5.2.4.1 Campaign 44 5.2.4.2 Legal Restrictions 45

COMMERCIAL POLICY 2019 4 Contents

5.3 Publishing 45 5.3.1 Options 45 5.3.1.1 Branded Content Publishing 45 5.3.1.2 Advertorial 45 5.3.1.3 Native advertising 45 5.3.2 Packages 45 5.3.3 Premiums 46 5.3.4 Contract 46 5.3.4.1 Views 46 5.3.4.2 Traffic plan & tracking 46 5.3.4.3 Labelling 46

6. Research 47

COMMERCIAL POLICY 2019 5 1 Television

1.1 Premiums p.6 1.2 Surcharges p.9 1.3 Contracts p.12 1.4 Packages p.14 1 Television TELEVISION

1.1 Premies

1.1.1 Premium volume

1. Premium Volume of annual contracts at VTM, Q2, CAZ and Vitaya (19JV - 19VP - 19GK)

Net budget 2019 in € Premium volume

66.300 - 133.450 2%

133.451 - 257.550 4%

257.551 - 512.550 5%

512.551 - 770.100 6%

770.101 - 1.024.250 7%

1.024.251 - 1.281.800 8%

1.281.801 - 1.537.650 9%

1.537.651 - 1.794.350 10%

1.794.351 - 2.049.350 11%

2.049.351 - 2.315.400 12%

2.315.401 - 2.563.600 13%

> 2.563.601 15%

——Contract signed before 15/03/2019 ——Premium volume included in proportion to the campaigns ——At least 30% of the gross budget during off-peak (before 7pm and after 11pm) ——Only applicable on the first contract and not on increased contracts ——Investments in sponsoring and airing time at kids’ channels count for the volume of the contract, but the premium volume is only applicable to spot advertising at VTM, Q2, Vitaya and CAZ

COMMERCIAL POLICY 2019 7 1 Television

2.Premium volume of annual contracts at MEDIALAAN KIDS (VTM KIDS, VTM KIDS JR., Disney Channel, Disney Junior, Nickelodeon, Nick Jr. Noord)

Net budget 2019 in € Premium volume:

20.000 - 30.000 7,5%

30.001 - 50.000 10%

50.001 - 100.000 15%

100.001 - 150.000 20%

150.001 - 300.000 25%

300.001 - 500.000 30%

> 500.000 35%

——Contract signed before 01/09/2019 ——Premium volume included in proportion to the campaigns ——Only applicable on the first contract and not on increased contracts ——Investments in sponsoring at kids’ channels count for the volume of the contract, but the premium volume is only applicable to spot advertising on kids’ channels

1.1.2 Early book premium

5% extra premium in Q1 2019 when reaching a stable contract with MEDIALAAN KIDS vs. 2018 before 30/6/2019.

1.1.3 Q1 premium

10% extra premium on the Q1 investments with a growth of 10% on the Q1 investments in 2019 vs. 2018 with MEDIALAAN KIDS. (Attention: Q1 premium must be taken during the first quarter of 2019.)

1.1.4 Welcome premium

Advertisers or brands that were not active in the past calendar year at brands of MEDIALAAN – de Persgroep Publishing receive a 15% discount on the rate card (not valid for online display and online video).

Only valid for the first booking/contract/order and with a minimum investment of € 5,000. Non-cumulative with other discounts.

COMMERCIAL POLICY 2019 8 1 Television

1.1.5 Q1 premie

Advertisers launching a new brand or new product on television receive extra space.

Investment in € % eextra space

≤ 127.500 15%

127.501 – 246.500 16%

246.501 – 491.300 18%

> 491.300 20%

Maximum premium: € 98,600 Premium in floating time, following the starting campaign. Only upon request, before the start of the campaign.

Only to be included for the same product/campaign. Not applicable to line extension, new variants, flavours or packaging of existing brands/products. Not applicable for the following sectors: retail, toys, services, film, video, music, small household appliances, trade fairs, sports and cultural events. Only valid for brands or product categories first appearing on VTM, Q2, Vitaya and CAZ. Non-cumulative with other discounts, premiums and package formulas. Premium calculated on the first 45 consecutive schedule days of the classic spot campaign in airing time.

1.1.6 Entertainment premium (SPL/SBI/SGA)

To support the music, film and gaming industry, there is a 15% discount on the campaign budget at VTM, Q2, Vitaya and CAZ.

—— Campaigns for gaming software (SGA) —— Campaigns for music CDs and DVDs(SPL) —— Campaigns for cinema films and DVDs (SBI)

As an extra effort for the music industry, we allow multi-product spots (max. 1 minute) without an additional cost:

—— CDs or music DVDs of several artists in 1 spot —— CD and music DVD of the same artist in 1 spot

Minimal maintenance budget 2018. Non-cumulative with other discounts, premiums and package formulas. Valid at VTM, Q2, Vitaya and CAZ.

COMMERCIAL POLICY 2019 9 1 Television

1.2 Surcharges

1.2.1 Special Ads

1. Single spot at VTM (EXCL.) A block of advertisements in a unique place, reserved exclusively for one commercial. 30% surcharge on spot rate ——VTM at 7.50pm - just before ‘het Weer’ (the Weather): min. 20 sec. and max. 45 sec. (subject to programme changes) ——On request, based on availability

2. Countdown (OCDS) Split-screen implementation with last spot in advertising block before “Het Nieuws” (The News) at 7pm. The spot counts down to the start of ‘Het Nieuws’. 20% surcharge on the spot rate. ——Duration: min. 20 sec. and max. 60 sec. ——Subject to availability within the block

1.2.2 Brand mention

Every spot must pertain exclusively to only one brand, trade name, product, service or company. Only exceptionally may you cite other advertisers in the spot, but this is always upon request and subject to a surcharge.

SIMPLE MENTION ——Other advertisers are mentioned visibly OR audibly ——Max. 1/6th of the spot length ——15% for 1 or 2 mentions ——20% for 3 or more mentions

ARGUED MENTION ——Other advertisers are mentioned visibly AND audibly ——Max. 1/6th of the spot length ——20% for 1 mention ——40% for 2 or more mentions

CO-BRANDING ——Duo spot ——Mention longer than 1/6th of the spot ——Surcharge determined based on storyboard: min. 50%

RANGE SPOTS SAME SECTOR WITH SAME BRAND NAME ——Products of the same advertiser, from the same sector, with the same brand name ——Without argumentation ——No surcharge

COMMERCIAL POLICY 2019 10 1 Television

RANGE SPOTS DIFFERENT SECTORS WITH SAME BRAND NAME ——Products of the same advertiser, from different sectors, with the same brand name ——15%, 25%, 30% for respectively 1, 2, 3 or more products from different sectors

These surcharges also apply to any sponsors (of events, trade fairs etc.). All applications need to be made based on a storyboard. If the storyboard is not submitted on time, the maximum surcharge will be applied.

1.2.3 Preferential positions TV

For an advertising spot in a specific place within the advertising block, you pay a (non-negotiable) surcharge of: ——20% for the first or last position ——20% for the second or penultimate position ——20% for a Countdown spot ——30% for a Single spot

1.2.4 Indexes

1. Spot indexes TV

Length Index

10” 50%

15” 70%

20” 85%

25” 95%

30” 100%

35” 115%

40” 130%

45” 145%

50” 160%

55” 170%

60” 180%

COMMERCIAL POLICY 2019 11 1 Television

2. Month indexes VTM, Q2, Vitaya and CAZ

Month Index

January 70%

February 70%

March 105%

April 115%

May 125%

June 115%

July 75%

August 75%

September 120%

October 120%

November 110%

December 100%

3. Month indexes KIDS

Month Index

January 75%

February 80%

March 100%

April 110%

May 90%

June 85%

July 75%

August 85%

September 100%

October 135%

November 145%

December 120%

COMMERCIAL POLICY 2019 12 1 Television

1.3 Contracts

1.3.1 Campaign

Campaign requests The basic rule is “first come, first served”. You may reserve airtime at any time.

Applications for advertising spots are made online via the planning department, for VTM, Q2, KADET, Vitaya and VTMKZOOM. This is for one product or service.

As soon as the online airtime has been requested for one of your products or services, you will receive an order confirmation in the case of spots, or a contract in other cases. This order confirmation/contract must be signed 10 working days at the most after the date mentioned on the order confirmation/contract and returned to us for agreement. If the campaign starts earlier the order confirmation/contract must be signed at least 5 working days before the first spot is aired. If we have no signature after 10 working days, the spots are no longer guaranteed, and thus, if necessary, they will be removed from the campaign after the expiry date. This will happen without prior notification.

If we have no signature after 15 working days, the rest of the campaign will lapse automatically. In all other cases, we will regard the campaign as cancelled. The budget, for which the order confirmation/contract was signed (the highest contract), needs to be fully invested.

Booking process Bookings are made based on availability and for spots is dependent on the length of the spot and possible competitors in the same advertising block. For each campaign the rate is charged that is valid at the time the spot is screened.

Until when can I change my spots?

You can make changes up to 4 working days before the transmission, but only in the case of spots.. For this, the original signed order confirmation needs to be returned. We wish to be as accommodating as possible in respect of demand and supply. The changed and signed order confirmation must still be returned for agreement within 10 working days after making changes and at the latest 4 working days before transmission.

Sector exclusivity within the advertising block We try to avoid 2 full-blown advertising messages for one product or service from the same industry code, as determined by MEDIALAAN – de Persgroep Advertising, ending up in the same advertising block.

1.3.2 Deadlines and submission conditions

Submission of the materials We expect to receive the material no later than 3 working days before transmission.

Signing the annual contracts Contracts are signed and returned by the client 8 weeks at the most after dispatch. If not signed after expiry of the above period, 10% of the free space already taken up will be invoiced monthly.

COMMERCIAL POLICY 2019 13 1 Television

1.3.3 Annual contract

For annual contracts, we use a general partnership in which we explore options together and evaluate your campaigns in collaboration with our research department.

The conditions of a yearly contract do not apply for sponsoring, packages or special promotions. An advertiser can only conclude an annual contract for the brand portfolio he/she owns for 100%, or for which the holding owns 100% of the shares, and thus has the power of decision and in which case at least 1 single point of contact has a power of decision regarding the media of all underlying entities (brands/ advertisers). This single point of contact must also be the contracting partner in addition to the media bureau in the agreement with MEDIALAAN - de Persgroep Advertising. Contact us for a custom proposal.

1.4 Pakketten

We offer several packages for tv. An overview can be found on our website via https://www.medialaan-persgroep-adverteren.be/en/node/38?tab=packs

COMMERCIAL POLICY 2019 14 2 Radio

1.1 Premiums p.15 1.2 Surcharges p.16 1.3 Contract p.18 1.4 Packages P.20 2 Radio Radio

2.1 Premiums

2.1.1 Premium volume

Premium volume of annual contracts at Qmusic and Joe The advertiser commits to a minimum contract for which a discount is agreed on. This discount is only awarded once a signed agreement is in place.

Qmusic & Joe Qmusic Joe

From € 100,000 From € 80,000 From € 30,000

Net share min. 45% Net share min. 35% Net share min. 10%

Sign before 15 March 2019 Sign before 15 March 2019 Sign before 15 March 2019

The advertiser reserves the right to increase the contracted investment volume at all times for which a commen- surate discount is agreed. The new contract replaces the previous one and this discount is applied to all future campaigns, as soon as the new contract has been signed Discounts are not applied retroactively.

2.1.2 Maximix

Qmusic & Joe: 10% MAXIMIX DISCOUNT MaxiMix discount applies to any campaign that runs simultaneously on Qmusic & Joe. Proportion spot value: minimum 20% on Joe.

MaxiMix does not apply to sponsoring, packages or special promotions. Cannot be accumulated with the summer premium.

2.1.3 Sector-specific premiums

Peer discount (press, TV, CD, film) 15% Schools 15% Recruitment spot 15% Unexpected event 50% Batibouw, Cocoon, Sfeer, Bis * 15%

* Only applicable to exhibitors who book a campaign during the time of the trade fair. The aforementioned discounts are only final on approval of the spot or storyboard. The aforementioned discounts are cumulative, but are not valid for sponsoring, packages or special promotions

COMMERCIAL POLICY 2019 16 2 Radio

2.1.4 Welcome premium

Advertisers or brands that were not active at brands of MEDIALAAN – de Persgroep Publishing during the past calendar year receive a 15% discount on the rate card (not valid for online display and online video).

Only valid for the first booking/contract/order and with a minimum investment of € 5,000. Non-cumulative with other discounts.

2.1.5 Summer premium

A summer premium applies to Qmusic and Joe:

Net investment 2019 < highest investment 2018 and 2017 35% free space Net investment 2019 > highest investment 2018 and 2017 100% free space

For all campaigns between 1 July and 1 September 2019. Free space to be taken up during this summer period.

May not be combined with other discounts, premiums or commercial terms and conditions.

2.2 Surcharges

2.2.1 Brand mention

SIMPLE MENTION ——Other advertisers are mentioned visibly OR audibly ——Max. 1/6th of the spot length ——15% for 1 or 2 mentions ——20% for 3 or more mentions

ARGUED MENTION ——Other advertisers are mentioned visibly AND audibly ——Max. 1/6th of the spot length ——20% for 1 mention ——40% for 2 or more mentions

CCO-BRANDING ——Duo spot ——Mention longer than 1/6th of the spot ——Surcharge determined based on storyboard: min. 50%

COMMERCIAL POLICY 2019 17 2 Radio

RANGE SPOTS SAME SECTOR WITH SAME BRAND NAME ——Products of the same advertiser, from the same sector, with the same brand name ——Without argumentation ——No surcharge

GRANGE SPOTS DIFFERENT SECTORS WITH SAME BRAND NAME ——Products of the same advertiser, from different sectors, with the same brand name ——15%, 25%, 30% for respectively 1, 2, 3 or more products from different sectors

2.2.2 Indexes

Indexes Qmusic and Joe

Length Index

5” 35%

10” 50%

15” 70%

20” 80%

25” 95%

30” 100%

35” 115%

40” 130%

45” 145%

50” 160%

55” 180%

60” 180%

COMMERCIAL POLICY 2019 18 2 Radio

2.3 Contract

2.3.1 Campaign

Campaign requests The basic rule is “first come, first served”. You may reserve airtime at any time.

Applications for advertising spots are made online via the planning department, for VTM, Q2, KADET, Vitaya and VTMKZOOM. This is for one product or service.

As soon as the online airtime has been requested for one of your products or services, you will receive an order confirmation in the case of spots, or a contract in other cases. This must be signed 10 working days at the most after the order confirmation/contract and returned to MEDIALAAN for agreement. If the campaign starts earlier the order confirmation/contract must be signed at least 5 working days before the first spot is aired. If we have no signature after 10 working days, the spots are no longer guaranteed, and thus, if necessary, they will be removed from the campaign after the expiry date. This will happen without prior notification.

Until when can I change my spots? You can make changes up to 4 working days before the transmission, but only in the case of spots.. For this, the original signed order confirmation needs to be returned. We wish to be as accommodating as possible in respect of demand and supply. The changed and signed order confirmation must still be returned for agreement within 10 working days after making changes and at the latest 4 working days before transmission.

2.3.2 Deadlines and submission conditions

Submission of the materials We expect to receive the material no later than 3 working days before transmission.

COMMERCIAL POLICY 2019 19 2 Radio

2.3.3 Annual contract

For annual contracts, we use a general partnership in which we explore options together and evaluate your campaigns in collaboration with our research department.

2.4 Packages

We offer several packages for radio. An overview can be found on our website via https://www.medialaan-persgroep-adverteren.be/en/node/39?tab=packs

COMMERCIAL POLICY 2019 20 3 Print

3.1 Premiums p.22 3.2 Surcharges p.23 3.3 Partnership p.24 3 Print Print

3.1 Premiums

3.1.1 Welcome premium

Only valid for the first booking/contract/order and with a minimum investment of € 5,000. Non-cumulative with other discounts.

3.1.2 Premium volume

Premium volume of annual contracts

50-100K 2-5% 100-200K 5-10% 200-500K 10-15% 500K-1M 15-20% 1-1.5M 20-25%

3.1.3 3 Sector-specific premium

Sector Print

Government* 30%

Culture 30%

NGO 50%

Top Topical unpredictable 50% -

These conditions may not be combined with earlier agreed conditions for a one-year contract and apply from a minimum investment of € 5,000.

* only for authorities with no commercial affinity ** predictable Top Topicals are those listed on the Top Topical calendar: www.np.be

COMMERCIAL POLICY 2019 30 4 Digital

4.3 Surcharges

4.3.1 Brand mention

1. Display Every advertisement must exclusively refer to one single brand, trade name, product, service or company. Upon request, other advertisers may be included in the advertisement as well and there will be a surcharge for this. ——+15% for the first brand mention ——+25% from the second brand mention on

2. Online video Every spot must pertain exclusively to only one brand, trade name, product, service or company. Only exceptionally may you cite other advertisers in the spot. You always have to apply for this and an increased price will be charged.

BASIC MENTION ——Other advertisers are mentioned visibly OR audibly ——Max. 1/6th of the spot length ——+ 15% for 1 or 2 mentions ——+ 20% for 3 or more mentions

ARGUED MENTION ——Other advertisers are mentioned visibly AND audibly ——Max. 1/6th of the spot length ——+ 20% for 1 mention ——+ 40% for 2 or more mentions

CO-BRANDING ——Duo spot ——Mention longer than 1/6th of the spot ——Surcharge determined based on storyboard: min. 50%

RANGE SPOTS SAME SECTOR WITH SAME BRAND NAME ——Products of the same advertiser, from the same sector, with the same brand name ——Without argumentation ——No surcharge

COMMERCIAL POLICY 2019 31 4 Digital

4.3.2 Technical surcharge

1. Spot indexes online video (in-stream)

Length Index

Max 15’’ 100%

20’’ 115%

25’’ 135%

30’’ 140%

35’’ 160%

40’’ 190%

> 40’’ On demand

Options always depend on the network on which the purchase is made (see rate card for more info).

2. Special formats – display

Format Technishe toeslag

Expandable + € 2 CPM

Rich Media (ex. 3D Cube) + € 2 CPM

Overlayer + € 30 CPM

3. Capping Disp Display lay We normally apply a capping of 7 for each display campaign. A stricter capping is possible upon request.

Online video We normally apply a capping of 1 video/hour (in-stream) and 3 videos/day (in-read). A stricter capping is possible upon request.

4. Rich Media Costs ——Rich media costs for low CPM products in RON are paid by the advertiser. ——Rich media use for video, games, data capturing and other concepts to measure user interaction are offered free of charge by the following tools: Sizmek, AdForm, Weborama and AdSolutions.

COMMERCIAL POLICY 2019 32 4 Digital

4.4 Contract

4.4.1 Premium products

We have established a series of premium products. Our commercial partners profit from priority rules on these premium products. Below, you can find a list of these scarcity or premium products, limited in number or in time.

Display ——Homepage TakeOver ——Interstitials/Splash Page ——Full-Impact Ad – max. 5 campaigns simultaneously ——Overlayer ——Native advertising

A Full-Impact Ad may only be booked if the order form value is at least € 5,000. The materials for it must always be approved by the editors. This format is always used with a capping of 1 per lifetime.

Premium products are not available via Real Time Bidding. * NP is the national sector selection marketed together by the four newspaper directions of De Persgroep Adverti- sing, IPM, Mediahuis and Rossel.

4.4.2 Campaign

1. Display The rule: “first come, first served”. You can reserve an advertisement at any time. In doing so, always consider the availability of our product and respect the reservation deadlines as mentioned on the website. A booking only becomes effective once we receive a signed, duly completed order form, including the contact information of the contact person for the materials.

Option policy Options must be confirmed no later than 3 working days before the start date (see https://www.persgroepad- vertising.be/nl/adverteren/technische-info). Options remain valid for 10 working days and can only be extended once for an additional period of 10 working days. An option can be taken no more than 12 months before the date of publication. In any case, Medialaan - de Persgroep Advertising reserves the right to determine if an option may be granted or not, based on the available space, among other things.

A signed order form for one of our products on which an option has already been placed, gives the first option holder the time to confirm his option. The term to do so is 48h. If the first option is not confirmed, the new order may be proceeded with. If an option is not confirmed in time, MEDIALAAN – de Persgroep Advertising can no longer guarantee the start date nor provide (preferential) placement.

Priority rules creative formulas ——Creative formulas always receive priority over classic advertisements. An example of a creative formula is a Homepage Takeover.

COMMERCIAL POLICY 2019 33 4 Digital

Campaign period After completion of a campaign, we always provide you with a digital campaign report. ——Display source: DoubleClick For Publishers ——Viewability is measured with the aid of DoubleClick For Publishers (Active View)

2. O Online video As soon as you have made an online request for impressions for one of your products or services, you will receive an order confirmation by means of an order form. This order form must be signed for approval and returned to MEDIALAAN – de Persgroep Advertising no later than 3 working days before the start date of the order confirmation/contract. If we have no signature by then, the impressions are no longer guaranteed.

Changing a campaign ——Changes to a campaign period may be communicated up to 3 working days before the start date. Changes to a product type/format or special placements are only possible with the agreement of your Account Manager at MEDIALAAN – de Persgroep Advertising, no later than 3 working days before the start date.

Cancelling a campaign (following agreement) ——Between the 2nd and 4th week before the start date, 50% of the budget will be invoiced. ——Within 2 weeks before the start date,100% of the budget will be invoiced.

Campaign period After completion of a campaign, we always provide you with a digital campaign report. ——Online video source: FreeWheel & MOAT (by means of a representative sample)

4.4.3 Deadlines and submission conditions

Display ——3 working days before appearance ——In case of non-compliance with the deadlines, the start date is no longer guaranteed. Your campaign may therefore be launched later or not at all. This may be done without prior notification. The entire delivery of the number of impressions, clicks or views for the anticipated completion date may therefore not be guaranteed.

Online video ——3 working days before appearance ——In case of non-compliance with the deadlines, the start date is no longer guaranteed. Your campaign may therefore be launched later or not at all. This may be done without prior notification. The entire delivery of the number of impressions or views for the anticipated completion date may therefore not be guaranteed. This means that it cannot form a basis for compensation either.

4.4.3 Tracking

Advertisers are authorised to use cookies, scripts or other ways to collect the following anonymous metadata only:

COMMERCIAL POLICY 2019 34 4 Digital

Display ——how often the advertisement has been viewed (views) ——the number of clicks with the following additional data: ——screen resolution used ——browser used ——operating system used ——which part of the advertisement was viewed

Online video ——how often somebody started viewing the video advertisement (impression) ——how much of the video advertisement the viewer has seen (25%, 50%, 75%, 100% = complete view) ——the number of clicks with the following additional data: ——screen resolution used ——browser used ——operating system used

Except for the collection of the previously listed metadata, it is explicitly PROHIBITED to use cookies, scripts or any other method to collect information, to store information in or to gain access to the peripheral equipment of users of the websites or apps of MEDIALAAN – de Persgroep Advertising.

Without prior authorisation of MEDIALAAN - de Persgroep Advertising, it is further prohibited to: ——icollect information for the purpose of re-targeting, audience targeting and behavioural targeting ——collect information on the behaviour of users on the websites or apps of MEDIALAAN - de Persgroep Advertising ——collect information regarding brand safety

4.4.4 Complaints and compensation

1. Underdelivery If the booked number of impressions, clicks or views is not achieved during the projected period for reasons that can be attributed to MEDIALAAN – de Persgroep Advertising, MEDIALAAN – de Persgroep Advertising will make every effort to deliver the campaign as promptly as possible by providing an extension.

Campaigns with an underdelivery lower than 10% will be extended after consultation. For campaigns with an underdelivery that exceeds 10%, compensation will be granted in consultation with the advertiser. We provide a compensation of 10% on top of the number of booked impressions, for both display and online video.

The ad server of MEDIALAAN – de Persgroep Advertising serves as the benchmark for the number of impressions provided. A discrepancy of 10% compared to other ad servers is possible and will not be taken into account as underdelivery. In case of a larger discrepancy, compensation will be provided. To do this, the difference is calculated between the allowed discrepancy of 10% and the measured discrepancy of the advertiser. This number of impressions will be provided again.

COMMERCIAL POLICY 2019 35 4 Digital

2. Award of compensation Under no circumstances may compensation be claimed in case of: ——failure to confirm an option in a timely manner ——non-compliance with the deadline for submitting the materials ——failure to sign the official order form ——an ambiguous or unclear order form ——the incorrect publishing or failure to publish an insert due to force majeure or an error that cannot be recovered from MEDIALAAN – de Persgroep Advertising

3. Claiming compensation Any compensation must be claimed in the same format, at the same position, within the same network. If this appears impossible, the compensation must be converted to the corresponding gross amount that can then be used again for a booking.

Compensation must always be used within the same calendar year. Compensation never receives priority over paid inserts.

Compensation from direct purchases may not be used in programmatic.

4. OInvalid Traffic and Ad Fraud Measuring discrepancies? ——Measuring discrepancies do not constitute grounds for compensation. MEDIALAAN – de Persgroep Advertising relies on the general results of DoubleClick For Publishers and FreeWheel. ——As 100% human traffic is technically impossible and out of our control, we do not compensate based on Ad fraud measuring.

4.4.5 Commitments

The conditions of a yearly contract do not apply for sponsoring, packages or special promotions. For digital campaigns booked prior to entering into the annual contract, discounts may not be received retroactively. An advertiser can only conclude an annual contract for the brand portfolio he/she owns for 100%, or for which the holding owns 100% of the shares, and thus has the power of decision and in which case at least 1 single point of contact has a power of decision regarding the media of all underlying entities (brands/ advertisers). This single point of contact must also be the contracting partner in addition to the media bureau in the agreement with MEDIALAAN - de Persgroep Advertising. Contact us for a custom proposal.

Investments in Open Market are not included in contracts and therefore do not contribute to the turnover achieved at MEDIALAAN - de Persgroep Advertising.

In programmatic, no partner fee applies and no discounts are allowed. This also applies to discounts obtained via a larger commitment in IO or other media of MEDIALAAN - de Persgroep Advertising.

Exceptions to this rule are: ——Preferred Deal: After adding 15% on top of the PMP price, a potential discount may be provided subject to a minimum commitment of € 2,500/campaign. Price of a Preferred Deal = PMP + 15% - potential discount For online video, preferred deals may only be concluded as part of an annual contract.

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——Programmatic Guaranteed: the same discount as in IO also applies to investments within programmatic guaranteed.

Exchange deals may not be included in programmatic.

Non-compliance with contract If the advertiser does not meet his commitment before the end of the agreed upon period, the percentage of the amount still to be invested will be invoiced and the free space received will be recalculated proportionately.

For example:

Contract Invested % under % to be invoi- Amount to be contract ced of remai- invoiced ning amount

€ 10,000 € 9,900 1% 1% € 1

€ 20,000 € 17,000 15% 15% € 450

€ 50,000 € 32,500 35% 35% € 6,125

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5.1 Television and online television p.38 5.2 Radio p.43 5.3 Publishing p.45 5 Creative

Creative

Within branded content, our work is based on three pillars: sponsored content (from billboards to banners), native advertising and advertorials (infomercials and editorial advertisements). We want to be the principal point of contact for our stakeholders to write authentic stories together. Finding the right way to listen to the creative needs and anticipating these, makes us the perfect “out of the box” guide. We are a catalyst for creative partnerships which we develop together and, if needed, roll out on a cross-media level. We want to integrate brands in a manner that makes maximum impact and connect them with (local) content, our faces and our powerful brands. Storytelling combined with a relevant reach constitutes our USP. With every creative concept, we strive for coveted, must-see, must-hear and must-read branded content in an environment that is both linear and digital. Departing from both our existing concepts and from briefings.

Our creative cell is a catalyst for surprising cross-media communication ideas that make optimal use of the power of content. For a high-level creative & strategic consult, we charge a concept fee. Click here for the various rates (LINK TO RATES).

—— Would you like a creative consult? Contact us to schedule an appointment: [email protected]

5.1 Television and online television

5.1.1 Options

1. Billboards and trailer tags Billboarding is commonly used as the basis of sponsoring. By placing the 5”, 7” or 10” billboard directly around the programme, you link your brand/product to the context and quality of a certain programme in an organic manner.

To quickly achieve a high coverage, you may opt for one of our daily programmes like “Familie”, “De Weershow”, “De Buurtpolitie” and “Open Keuken met Sandra Bekkari”. If you are opting for brand communication instead, you can select creative concepts or programmes specifically by context. From “The Voice Van Vlaanderen” to “Blind Getrouwd”, we work together on creating a tailor-made story based on your briefing, with our various sponsoring tools as the building blocks.

Both with the billboards and the trailer tags, we work on the basis of a GRP guarantee. By purchasing trailer tags in combination with billboards, the reach of your sponsoring will be optimised. It allows you to reach the non-viewers of the programme as well. A tag is placed after a programme trailer and scheduled outside the advertising blocks at a guaranteed number of GRPs. You can also use the billboard you place around the programme as a tag.

To ensure that billboarding maintains its impact, we keep on striving for creative coverage. For example, we occasionally make billboards with décor elements from the programme (depending on the agreement with the format holder), provide an integrated transition with the programme or tell a follow-up story by means of a strategic placement before and after the advertising block.

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What is allowed in a billboard? ——Name of the sponsor, logo, product, service, domain names ——Sound and/or image recognition signs or image-supporting slogan of the sponsor

What is not allowed in a billboard? ——Mentioning the price, discounts, promotions, phone numbers, addresses, distribution points, opening hours, indicating where or when a certain product or service is available ——Encouraging a sale: >> Words like “available from now on”, “free”, “only at”, “new”, “cheap”, “sales”, “discounts”, “buying”, “selling”, etc. >> Superlatives >> Effectiveness of a product Persuasive language >> Using components/ingredients as a selling point

To increase the impact of your campaign, we advise to always find a way to link the billboards to the programme sponsored.

2. Product placement Over 80% of the VTM programmes are local productions, ranging from live entertainment to contemporary fiction. This creates quite a few opportunities for advertisers. We always strive for ways to involve the partners of our programmes in a natural and functional manner.

3. Online We obviously strive to extend the experience provided by our programmes to our digital platforms as well. With every premium partnership, a corresponding digital offer is created. This includes a package in which your billboard is used as pre-roll. A partner can also claim the programme website entirely via display ads (banners, homepage take-overs, etc.).

In addition, we like to review the options to work together on creating extra (video) content that may provide added value for the programme, the viewer … and for the partner. That way, we can extend the programme experience to the rest of the week, in addition to the regular episodes.

4. Jingle sponsoring VTM/Q2/Vitaya/CAZ Jingle sponsoring is a premium product within creative sales. It is the merger of the channel look with the communication of the advertiser at the start of the advertising block. This unique position allows the advertiser to relay an activating message. It allows references to price, promotions, points of sale and other sales-promo- ting communication.

The jingle is produced in consultation with the advertiser and charged at 55% of the block rate. The actual communication of the advertiser within the total jingle takes up 7 seconds.

With a jingle XL, a creative transition is developed between the channel look at the start of the advertising block and the subsequent spot. For the viewer, this combination of jingle and spot is perceived as one neat package. A premium surcharge of 30% is calculated based on the spot index and a GRP guarantee applies in this case as well. The same discounts as with the annual contracts apply to jingle XL.

5. Branded content based on advertorials Make your own 2 minute-programme about your brand or product. Interesting airtime that you, as the advertiser, can fill with editorial and informative content. With respect to brand visibility, the advertorials offer quite a few

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options as well (including a significant reach), in a world where genuine storytelling and content marketing are essential.

The exact time when these stories are aired can be determined in consultation. With the many options offered by the various channels, we can take the desired target audience into account.

Ask your contact person about the online options as well.

6. Overlay This visual layer contains the look & feel of your brand and appears over the picture. Due to this prominent placement at a transitional moment within the programme, your brand/product will receive maximum attention from the viewer.

The overlay is only available to the principal partners with one of our key formats. With non-live programmes, this will be for at least half of the series, provided that the overlay receives a functional and relevant place within the flow of the programme. An overlay may only be used if there is no other possible way to integrate.

Other conditions:

——No more than one overlay per episode is allowed ——An overlay covers no more than 1/4 of the screen and takes up a maximum of five seconds. ——An overlay is merely visual and therefore not supported by an auditive mention ——Each overlay is produced by MEDIALAAN – de Persgroep Advertising in consultation with the advertiser ——The use of an overlay must be approved in consultation with programming

5.1.2 Packages

We offer several creative packages.

The Brand Awareness Package is a billboard-only package that allows you to approach several programmes in a creative way at a favourable rate. In recent years, many advertisers adopted these packages in their media mix, thereby increasing their brand recognition in a short time. Apart from the Brand Awareness Package, we launch 2 new package formulas: for the OTC sector, this is a billboard package supplemented by a strong magazine selection, resulting in the development of a solid net reach. We also developed another cross-media package as an extension of the popular high-frequency package with Qmusic and Joe. At the same 50% discount and a low entry cost, you can optimise your reach by using billboards with our TV-channels. You can find more information about all these initiatives on our website via https://www.medialaan-persgroep-adverteren.be/en/advertise/creative/creative-packages

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5.1.3 Premiums

1. Creative Sales frequency discount TV & online For programmes aired at least five times per week at VTM, Q2, Vitaya and/or CAZ.

—— Sponsoring during 2 consecutive weeks 10% —— Sponsoring during 3 consecutive weeks 15% —— Sponsoring during 4 consecutive weeks 20% —— Sponsoring during more than 4 consecutive weeks 25%

5.1.4 Surcharges

1. Brand mention A second brand mention in a billboard is possible, but limited to a visual reference only. However, an additional fee of 15% will be charged for this.

2.Jingle XL surcharge With a jingle XL, a creative transition is developed between the channel look at the start of the advertising block and the subsequent spot. For the viewer, this combination of jingle and spot is perceived as one neat package. A premium surcharge of 30% is calculated based on the spot index and a GRP guarantee applies in this case as well. The same discounts as with the annual contracts apply to jingle XL.

5.1.5 Contract

1. Premium partnership For our large programme formats, we work with premium partnerships. As a premium partner, you can claim the programme using a tailor-made approach. This is how we work together on an integrated brand story, departing from the marketing strategy of our partners. Ever more often, these partnerships are expanded with native possibilities within an online or print environment.

With every premium partnership, a corresponding digital offer is created. This includes a package in which your billboard is used as pre-roll. A partner can also claim the programme website entirely via display ads (banners, homepage take-overs, etc.). In addition, we like to review the options to work together on creating extra (video) content that may provide added value for the programme, the viewer … and for the partner. That way, we can extend the programme experience to the rest of the week, in addition to the regular episodes.

2. Campaign Campaign briefing To allow us to respond as accurately as possible to the brand strategy developed by our partners, we advise them to use a briefing document. This contains the most essential elements which we ideally have at our disposal before we get started. A template of this briefing document is available here.

Options We do not work with options. Special conditions apply for partners that are embedded in fiction series via product placement. If a competitor shows interest in sponsoring this fiction series, the partner is notified and will

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have a first option that remains effective for 24 hours. Within this period, the partner can decide whether or not he will take the package himself.

Billboards ——Billboard exclusivity There may be several billboards/partners around one single programme. MEDIALAAN – de Persgroep Adverti- sing imposes a limit of maximum four billboard partners for a programme or episode. For the Brand Awareness Packages, a limit of five billboard partners per programme applies.

The billboard lasts for 5” (index 40%) or 7” (index 45%), differs from advertising because of the message and may not directly encourage sales. A 10” billboard may be selected as well. In that case, the index will be 70%.

——Format requirements IEvery billboard that is aired, must show the word “sponsor” at the bottom right of the screen. You can download the logo on the B2B-website of MEDIALAAN – de Persgroep Advertising: https://www.medialaan-persgroep-adverteren.be/en/advertise/creative/sponsor-logo

Only this design may be used on the billboards and the following requirements apply: >> Size: 140 pixels >> On-screen duration: during the entire billboard >> The logo must always be pictured in such a way that it is visible in relation to the background >> The logo is preferably located in the lower right corner >> Billboards submitted without the sponsor logo will have to be adjusted by us. To do this, we are obligated to charge an amount of € 500.

The creative sales department must approve a storyboard and the final materials for broadcasting, in accordan- ce with legal and internal guidelines.

——Billboard placement DThe billboards around a programme are scheduled based on a rotation scheme. This ensures an equitable distribution around the programme for all programme partners. However, specific requests of the advertiser are taken into account if a billboard is submitted of which the content refers to a specific part of the programme.

Use of images of sponsored programme The use of the images is subject to the legislation regarding the use of copyrights. MEDIALAAN – de Persgroep Advertising will therefore discuss this for the advertiser per programme with the rights holder. The use of candidates and actors in billboards is not allowed. The use of décor elements is usually allowed, even though in some cases, the format holder’s permission must be requested..

Use of the programme logo as programme sponsor on your own website Do you want to further develop the partnership with the programme and/or the channel on your website or in an advertisement? A promotional licensing fee provides many options for this purpose. Depending on the format (and the format owner) and the extent of the partnership, different options apply.

Prizes in programmes The prize should be given away without overly specific promotion techniques. Visual and auditive references may be combined. Moving images with visual accents and references to the brand and provider are allowed as well. The prize may be mentioned or shown a maximum of two times in a programme and may also be a gift to the participants.

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There must be a prior agreement with your contact person on whether giving away a prize fits within the partnership around a programme.

3. Deadlines and submission conditions Submitting materials Billboards or other visual materials must be submitted via D-mat. Materials for production must be uploaded via FTP or link. Please refer to the technical submission conditions (LINK TO WEBSITE)

Adjusting or creating TV content You have no ready-made billboard, no TV content or you only have foreign-language visual materials? No problem. MEDIALAAN – de Persgroep Advertising is able to create or rework billboards or other non-spot products internally to make them fit the partnership. Specifications are drawn up in advance for this purpose.

5.2 Radio

5.2.1 Options

1. Branded Content Radio Do you want to link your brand to a campaign of Qmusic and Joe? If so, MEDIALAAN – de Persgroep Advertising is the right place for you. Music and experience are the guiding principle with these creative campaigns. It allows you, as a brand, to connect with your target audience and to build up your reach with the right content in no time. With these campaigns, we frequently look for a partner to also join us in the broader media plan on radio, TV, online, in print, etc. In consultation with the programme direction, there are also daily categories that are eligible.

When it comes to branded content, we create customised solutions. If you have a fun and creative idea yourself, we invite you to contact us. When the objectives of a briefing fit within the DNA of our radio stations and we are able to convert the briefing into powerful radio content, we get together with our editors to develop a creative tailor-made campaign.

With branded content, we also make space available for spots in the advertising blocks, wherever relevant. Here, the partner may exceptionally refer to the co-branded campaign (in combination with a call to action).

Besides tailor-made concepts, we provide editorial content for the film industry (movie package) and for campaigns targeting executives, self-employed persons and investors (business package).

2. Cluster Sponsoring An advertiser can become a structural partner around all our content within a strategic theme like music, culinary, students, office, new talent, etc.

3. Online We extend the experience provided by our programmes & creative campaigns to our digital platforms as well. We always integrate the sponsor of a creative campaign or radio show on our digital platforms.

4. Sampling & Activation For creative radio campaigns with an event section where the advertiser has sampling and activation options, we charge a cost of € 0.15/contact.

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5.2.2 Packages

We offer several creative packages. An overview can be found on our website via https://www.medialaan-persgroep-adverteren.be/en/advertise/creative/creative-packages

5.2.3 Surcharges

1. Spot indexes The index we refer to is always based on a 30-second radio spot.

5 seconds = index 40% 7 seconds = index 45% 10 seconds = index 70%

Editorial reference = index 100% Argued editorial integration = index 270%

5.2.4 Contract

1. Campaign

Campaign briefing To allow us to respond as accurately as possible to the brand strategy developed by our partners, we advise them to use a briefing document. This contains the most essential elements which we ideally have at our disposal before we get started. A template of this briefing document is available here.

Billboard exclusivity MEDIALAAN – de Persgroep Advertising imposes a limit of maximum four billboard partners for a programme or episode. For the Brand Awareness Packages, a limit of five billboard partners per programme applies.

Billboard placement The billboards around a programme are scheduled based on a rotation scheme. This ensures an equitable distribution around the programme for all programme partners. However, specific requests of the advertiser are taken into account if a billboard is submitted of which the content refers to a specific part of the programme.

Sampling & Activation For creative radio campaigns with an event section where the advertiser has sampling and activation options, we charge a cost of € 0.15/contact.

Prizes When products of the advertiser are given away by means of exchange in programmes on Qmusic or Joe, the VAT on these exchange articles will be paid by the advertiser.

2. Legal Restrictions For sponsor packages on the radio, we apply the same principles as on television..

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5.3 Publishing

5.3.1 Options

1. Branded Content Publishing We search for the right solutions to accomplish your objectives. In doing so, we continuously look for innovative, creative solutions. Tailor-made solutions.

We brainstorm, write content and create experiences that send sparks flying between the messenger and the recipient. Storytelling is in our blood. It is the foundation on which the success of Medialaan, De Persgroep Publishing and their brands was built.

Creative sales brings these many years of expertise to the table in its efforts to build ‘brand stories’. We under- stand like no other that to create a good story, it is crucial to know who the narrator is. That is why it is important to create the right expectations with clients, editors and readers.

A charter creates the pattern of expectations. The Creative Sales department aims to develop native advertising into a sustainable branch in the selection of MEDIALAAN - de Persgroep Advertising, to create a total experience for different brands and target groups, with respect for journalistic independence and critical readers. You can find the charter here. (link to charter)

2. Advertorial Content written by a partner/advertiser, revised by our editors, or Content written by our editors, with clear instructions of the advertiser and clear brand prominence.

3. Native advertising

Content written by a team of editors put together by our creative team on behalf of a partner/advertiser, for the purpose of relaying a message of this partner/advertiser in a sophisticated strategy. ——a context is created to make the brand relevant ——pull instead of push ——no logo, but subtle branding: the context and message are more important

5.3.2 Packages

We offer several creative packages. An overview can be found on our website via https://www.medialaan-persgroep-adverteren.be/en/advertise/creative/creative-packages

5.3.3 Premiums

Premiums are awarded, starting from a media investment of € 100,000 on.

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5.3.4 Contract

1. Views

Partnerships of at least € 25,000 are settled per engaged view. Discounts are never applied to the CPeV model. If a discount is requested, a proposal on CPM basis will be developed.

Definitions: ——Page view: Google Analytics measures a page view from the moment a page is loaded. ——Engaged view: : A page view with at least 25% scroll depth ——Video view: A video view counts from the moment the video has been played for 25%. First quartile must be completely viewed. ——Quiz/test: Someone participated in the quiz/test from the moment that he/she continues to the second question and therefore has really started the test.

2. Traffic plan & tracking Branded Content may never be sold without a traffic plan. A minimum must always be invested for driving the content. This is never merely organic content.

No third-party trackers are allowed to participate in measuring the traffic plan (article boxes, etc.). They may only be used for measuring on the landing page/article page.

3. Labelling Clear labelling of the native content is required. Advertorials are labelled with: ‘Advertisement’ in the traffic plan & ‘Advertorial of ...’ on the article page. Native articles are labelled with: ‘Sponsored’ in the traffic plan & ‘Offered by …’ on the article page.

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Research

Your gut feeling rarely suffices to launch a solid campaign. The right data are a much better basis. To that, we add our media expertise with concrete measuring instruments and benchmarks. Day after day, we monitor performance. Once the campaign has been completed, we translate the response into clear figures. That way, a campaign does not only deliver results, but also knowledge you can build on.

Would you like us to test your campaign? Contact us to schedule an appointment [email protected]

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