Commercial Policy 2020

Commercial policy 2020

Table of Contents

1 Television ...... 7 1.1 Premiums ...... 8 1.1.1 Volume premium ...... 8 1.1.1.1 Volume premium of annual contracts at VTM, Q2, CAZ and Vitaya (20JV – 20Vp – 20GK) 8 1.1.1.2 Volume premium of annual contracts at VTM KIDS, VTM KIDS JR, Disney Channel, Disney Junior, Nickelodeon, Nick Jr. Noord (KIDS) ...... 9 1.1.2 Q1 premium ...... 9 1.1.3 Welcome premium ...... 10 1.1.4 New premium (PNP) ...... 10 1.1.5 Entertainment premium (SPL/SBI/SGA)...... 11 1.2 Surcharges ...... 11 1.2.1 Special ads ...... 11 1.2.1.1 Single spot at VTM (EXCL) – N15 ...... 11 1.2.1.2 Countdown (OCDS) – N10 last spot ...... 11 1.2.2 Brand mention ...... 12 1.2.3 Preferential positioning ...... 13 1.2.4 TV indexes ...... 13 1.2.4.1 Spot indexes ...... 13 1.2.4.2 Month Indexes ...... 14 1.3 Addressable advertising first screen ...... 15 1.4 Applicable advertising rules ...... 16 1.4.1 General ...... 16 1.4.2 Specific sectors ...... 16 1.4.2.1 Alcohol ...... 16 1.4.2.2 Gambling ...... 16 1.4.2.3 Video & PC games ...... 16 1.4.3 Blackout period ...... 17 1.4.3.1 Sales ...... 17 1.4.3.2 Sinterklaas ...... 17 1.4.3.3 Father Christmas ...... 17 1.4.3.4 General rules ...... 17 1.5 Partnership ...... 18 1.5.1 Campaign ...... 18

1.5.1.1 Campaign requests...... 18 1.5.1.2 Booking process ...... 18 1.5.1.3 Changing spots ...... 18 1.5.1.4 Sector exclusivity within the advertising block ...... 18 1.5.2 Deadline and delivery conditions ...... 18 1.5.3 Annual contracts ...... 19 1.5.4 Breach of contract payment ...... 19 2 Radio...... 20 2.1 Premiums ...... 21 2.1.1 Volume premium annual contracts with Qmusic, Joe, TOPradio, Willy and DAB + channels 21 2.1.2 Multi/Maxi/DuoMix ...... 21 2.1.3 Sector-related premiums ...... 21 2.1.4 Welcome premium ...... 21 2.1.5 Summer premium ...... 22 2.2 Surcharges ...... 22 2.2.1 Brand mention ...... 22 2.2.2 Radio indexes ...... 23 2.3 Partnership ...... 24 2.3.1 Campaign ...... 24 2.3.1.1 Campaign requests...... 24 2.3.1.2 Booking process ...... 24 2.3.1.3 Changing spots ...... 24 2.3.1.4 Sector exclusivity within the advertising block ...... 24 2.3.2 Deadlines and delivery conditions ...... 24 2.3.3 Annual contracts ...... 25 2.3.4 Breach of contract payment ...... 25 3 Print ...... 26 3.1 Premiums ...... 27 3.1.1 Volume premium ...... 27 3.1.2 Welcome premium ...... 27 3.1.3 Sector-related premium ...... 27 3.1.4 Combination discount ...... 27 3.2 Surcharges ...... 28 3.2.1 Brand mention ...... 28 3.2.2 Preferential positioning ...... 28 3.2.2.1 Newspapers ...... 28

3.2.2.2 Magazines ...... 29 3.2.2.3 Exceptional premium products ...... 29 3.2.3 Technical surcharge ...... 30 3.2.3.1 Technical layout costs newspapers ...... 30 3.2.3.2 Technical layout costs magazines ...... 30 3.3 Partnership ...... 31 3.3.1 Campaign ...... 31 3.3.1.1 Campaign requests...... 31 3.3.1.2 Option policy ...... 31 3.3.1.3 Changing a campaign ...... 31 3.3.1.4 Cancelling a campaign ...... 32 3.3.1.5 Reference copies ...... 32 3.3.2 Deadlines and delivery conditions ...... 32 3.3.3 Annual contracts ...... 32 3.3.4 Complaints and compensation ...... 33 3.3.4.1 Granting compensation ...... 33 3.3.4.2 Claiming compensation ...... 33 4 Digital...... 34 4.1 Network and options ...... 35 4.1.1 Systems and tools ...... 35 4.1.1.1 Direct ...... 35 4.1.1.2 Programmatic ...... 35 4.1.1.3 Data ...... 35 4.1.2 Brand safety ...... 35 4.1.3 Viewability ...... 37 4.1.3.1 Display ...... 37 4.1.3.2 Online video ...... 37 4.2 Premiums: sector-related ...... 38 4.3 Surcharges ...... 38 4.3.1 Brand mention ...... 38 4.3.1.1 Display ...... 38 4.3.1.2 Online video & digital audio ...... 39 4.3.2 Technical surcharges...... 40 4.3.2.1 Spot indexes online video (in-stream) ...... 40 4.3.2.2 Spot indexes digital audio ...... 40 4.3.2.3 Capping ...... 40 4.3.2.4 Rich Media costs ...... 41

4.4 Partnership ...... 41 4.4.1 General ...... 41 4.4.1.1 Premium products ...... 41 4.4.1.2 Partner fee ...... 42 4.4.1.3 Tracking ...... 42 4.4.2 Campaign ...... 43 4.4.2.1 Display ...... 43 4.4.2.2 Online video & digital audio ...... 44 4.4.3 Deadlines and delivery conditions ...... 44 4.4.4 Annual contracts ...... 44 4.4.5 Breach of contract payment ...... 45 4.4.6 Complaints and compensation ...... 46 4.4.6.1 Underdelivery ...... 46 4.4.6.2 Granting compensation ...... 46 5 Creative ...... 47 5.1 Branded content general ...... 48 5.2 Television and online video ...... 48 5.2.1 Possibilities ...... 48 5.2.1.1 Billboards and trailer tags ...... 48 5.2.1.2 Product placement ...... 49 5.2.1.3 Online ...... 49 5.2.1.4 Jingle sponsoring VTM/Q2/Vitaya/CAZ ...... 49 5.2.1.5 Branded content based on advertorials ...... 50 5.2.1.6 Overlay ...... 50 5.2.2 Packages ...... 50 5.2.3 Premiums ...... 50 5.2.4 Surcharges ...... 51 5.2.4.1 Brand mention ...... 51 5.2.4.2 Jingle XL surcharge ...... 51 5.2.5 Partnership ...... 51 5.2.5.1 Premium partnership ...... 51 5.2.5.2 Campaign ...... 51 5.2.5.3 Deadlines and delivery conditions ...... 53 5.3 Radio ...... 54 5.3.1 Possibilities ...... 54 5.3.1.1 Branded content radio ...... 54 5.3.1.2 Sampling & activation ...... 54

5.3.2 Packages ...... 54 5.3.3 Surcharges: spot indexes ...... 55 5.3.4 Partnership ...... 55 5.3.4.1 Campaign ...... 55 5.3.4.2 Legal limitations ...... 55 5.4 Publishing ...... 56 5.4.1 Possibilities ...... 56 5.4.1.1 Branded content publishing ...... 56 5.4.1.2 Specials ...... 56 5.4.1.3 Advertorial ...... 56 5.4.1.4 Native advertising ...... 56 5.4.2 Partnership ...... 57 5.4.2.1 Views ...... 57 5.4.2.2 Traffic plan & tracking ...... 57 5.4.2.3 Labelling ...... 57 5.4.2.4 Media Project & Concept Fee ...... 58 6 Sector-related premium overview ...... 59 7 Research ...... 60 8 DPG Media brands ...... 61 8.1 DPG Media Belgium ...... 62 8.2 DPG Media Netherlands ...... 64 8.3 Berlingske Media ...... 65

1 Television

1.1 Premiums

1.1.1 Volume premium

1.1.1.1 Volume premium of annual contracts at VTM, Q2, CAZ and Vitaya (20JV – 20Vp – 20GK)

Net budget in 2020 in € Volume premium

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 15.03.2020. . Volume premium included in proportion to the campaigns. . At least 30% of the gross budget during off-peak (before 7pm and after 11pm). . Only applicable to the first contract and not on increased contracts. . Investments in sponsoring and air time at kids' channels count for the volume of the contract, but the volume premium is only applicable to spot advertising at VTM, Q2, Vitaya and CAZ.

1.1.1.2 Volume premium of annual contracts at VTM KIDS, VTM KIDS JR, Disney Channel, Disney Junior, Nickelodeon, Nick Jr. Noord (KIDS)

Net budget in 2020 in € Volume premium

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 30.06.2020. . Volume premium included in proportion to the campaigns. . Only applicable to the first contract and not on increased contracts. . Investments in sponsoring at kids' channels count for the volume of the contract, but the volume premium is only applicable to spot advertising on kids' channels.

1.1.2 Q1 premium

5% extra premium in Q1 2020 when reaching a stable contract with Medium KIDS vs. 2019 before 31.03.2020.

1.1.3 Welcome premium

Advertisers or brands that were not active at brands of DPG Media during the past calendar year receive 15% discount on the rate card.

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

1.1.4 New premium (PNP)

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

Investment in € % extra 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, subsequent to the start of the 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 air time.

1.1.5 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 additional 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

Conditions for the entertainment premium:

. Minimal maintenance budget 2020 . Non-cumulative with other discounts, premiums and package formulas . Valid at VTM, Q2, Vitaya and CAZ

1.2 Surcharges

1.2.1 Special ads

1.2.1.1 Single spot at VTM (EXCL) – N15

An advertising block in a unique place, exclusively reserved for an advertising spot – 30% surcharge on the 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.

1.2.1.2 Countdown (OCDS) – N10 last spot

Split-screen implementation with last spot in advertising block before ‘VTM Nieuws’ (The News) at 7pm. The spot counts down to the start of ‘VTM 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.

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

Social media

. 15% surcharge for mentioning a social media platform

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

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

Brand mention conditions

. 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 positioning

For an advertising spot in a specific place within the advertising block, you pay a non-negotiable additional surcharge. This surcharge is:

. 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 TV indexes

1.2.4.1 Spot indexes

Length Index

10” 50%

15” 70%

20” 85%

25” 95%

30” 100%

35” 115%

40” 130%

45” 145%

50” 160%

55” 170%

60” 180%

1.2.4.2 Month Indexes

VTM, Q2, Vitaya and CAZ KIDS

Month Index Month Index

January 70% January 70%

February 70% February 75%

March 105% March 100%

April 115% April 110%

May 125% May 90%

June 115% June 80%

July 75% July 70%

August 75% August 80%

September 120% September 100%

October 120% October 145%

November 110% November 155%

December 100% December 125%

1.3 Addressable advertising first screen

Addressable first screen provides the ability to screen your advertising only on your chosen target audience. This form of ‘audience buying’ moves away from contextual or station purchases and reaches your target audience when they are active.

Based on 1st, 2nd and 3rd party data, the advertiser can compile the target audience to whom the advertising is to be shown. The advertisement will be broadcast at household level through the 1.3 million Telenet set-top boxes. In 2020, the Proximus and Orange platforms will follow.

Compile your target audience

The segmentation is done first on the basis of basic segments (age, gender), postcode, family composition and purchasing power. The advertiser can also add his own or customised datasets, which are matched with the set-top boxes of the Telecom operators.

Campaign reports

For each campaign week, the advertiser will receive a report showing the number of impressions achieved, reach and OTS relative to its chosen target audience.

Total video

Addressable first screen is a building block of a complete targeted campaign. This offers advertisers the ideal opportunity to expand their targeted campaign on the basis of the 1st party data of DPG Media to our short and long form platforms, such as HLN.be and VTM GO.

General condition

DPG Media has the right to overwrite linear campaigns with uncompetitive addressable spots for complementary target audiences. The performances of these linear campaigns are properly measured and re-weighted according to a CIM-approved methodology.

Material specifications https://www.advertising.dpgmedia.be/en/advertise/national/tv?tab=tech-specs

Spot lengths

. 10, 15, 20 and 30 seconds (Telenet platform) . Spot or month indexes do not apply

1.4 Applicable advertising rules

1.4.1 General

Commercial communication prohibited for:

. Cigarettes and other tobacco products . Medicines and medical treatments on prescription . Weapons

1.4.2 Specific sectors

1.4.2.1 Alcohol

. Not around children's programmes . Hour slot limits for campaigns o beer from 6pm (unless in sport context) o spirits from 8pm . Other legal provisions: http://www.ubabelgium.be/uba/view/nl/knowledge_center/alcoholconvenant

1.4.2.2 Gambling

The regulations on gambling are developing rapidly. The preliminary framework that DPG Media uses is the following:

. Not on the air before 8pm, unless during live sports matches . Distinction between three categories: casinos, online gambling, online sports betting . Never any advertising for physical casinos . In live sports matches: only before and after, not during and a max. of one spot or jingle per block for each category, in which only an image spot may be used in the case of online gambling . Not during live sports matches: not in programmes where 35% of viewers are underage . Spot should always be provided with a 'safe betting' logo and 18+ logo and the words ‘play in moderation' (or 'gamble in moderation’)

1.4.2.3 Video & PC games

. With violence (blood - shooting - fighting and sex), not on the air before 8pm

1.4.3 Blackout period

1.4.3.1 Sales

. January 3 sales: spots on the air from 2 January at 6pm . July 1 sales: spots on the air from 30 June at 6pm

Clothing, leather and footwear sectors

. Sales advertising is explicitly forbidden when they have their effect during the blackout period. . Sales advertising is allowed during the blackout period, but it may simply have no effect during the blackout period, on the condition that the advertising states the start date of the sales. . After the official end date of the sales, the ‘for sale’ offers may no longer refer to ‘sales’ or similar terms.

All other sectors

. Advertising of price reductions is allowed during the blackout period, on the condition that the advertising states the start date of the sales. In this case, the words ‘sales’ or ‘clearances’ or other similar terms should also be used. . After the official end date of the sales, the ‘for sale’ offers may no longer refer to ‘sales’ or similar terms.

1.4.3.2 Sinterklaas

If Sinterklaas (St Nicholas) is present in the spot, this may only be on the air from 1 November.

1.4.3.3 Father Christmas

If Father Christmas is present in the spot, this may only be on the air from 1 December.

1.4.3.4 General rules

You will also find some rules here: https://www.jep.be/nl/codesregels

1.5 Partnership

1.5.1 Campaign

1.5.1.1 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, CAZ, Vitaya, VTM KIDS (& JR) and (Disney and Nick). 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 at the latest 10 working days after 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.

1.5.1.2 Booking process

Bookings are made based on availability and, for spots, they are 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.

1.5.1.3 Changing 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.

1.5.1.4 Sector exclusivity within the advertising block

We try to avoid full-blown advertising messages for one product or service from the same industry code, as determined by DPG Media, ending up in the same advertising block.

1.5.2 Deadline and delivery 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.

1.5.3 Annual contracts

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 agency in the agreement with DPG Media. Contact us for a custom proposal.

1.5.4 Breach of contract payment

If the advertiser invests x% below the commitment of the respective medium, as agreed in Article 1.5.3, x% of the free space already taken up AND x% of the amount still to be invested will be invoiced.

2 Radio

2.1 Premiums

2.1.1 Volume premium annual contracts with Qmusic, Joe, TOPradio, Willy and DAB + channels

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.

. Combination of Qmusic, Joe and/or TOPradio, Willy and DAB+ channels . From an investment of € 105,000 . With a minimum net share of 45% . Sign before 13 March 2020

2.1.2 Multi/Maxi/DuoMix

Combination of all radio brands: 12% DISCOUNT MULTIMIX*

MultiMix applies to each campaign that runs simultaneously on all DPG Media radio brands (Qmusic, Joe, TOPradio, Willy and DAB+6) with at least the following distribution of the spot value:

. 1% TOPradio . 1% Willy . 1% DAB+6

Combination of Qmusic, Joe & TOPradio: 11% DISCOUNT MULTIMIX*

MaxiMix applies to each campaign that runs simultaneously on Qmusic, Joe and TOPradio with at least 1% of the spot value on TOPradio.

Combination of Qmusic & Joe: 10% DISCOUNT DUOMIX

DuoMix applies to each campaign that runs simultaneously on Qmusic & Joe with at least 20% of the spot value on Joe.

Conditions for Duo / Maxi / Multimix

. *The combination discount is a weighted average discount across our various channels. . Our combination discounts DuoMix, Maximix and MultiMix are not valid on our packages and special offers and cannot be combined with the summer premium.

2.1.3 Sector-related premiums

All our sector-related premiums are listed in a separate overview (which can be found under sector- related premiums).

2.1.4 Welcome premium

Advertisers or brands that were not active at DPG Media brands during the past calendar year receive 15% discount on the rate card (not applicable to online radio).

Only valid for the first booking/contract/order and with a minimum investment of € 5,000. Non-cumulative with other discounts. 21

2.1.5 Summer premium

A summer premium applies to Qmusic, Joe and TOPradio:

Net investment 2020 < committed investment 2019 35% free space

Net investment 2020 > committed investment 2019 100% free space

. For all campaigns between 29 June and 30 August 2020. Free space required to be taken up during this summer period. . May not be combined with other discounts, premiums or commercial terms and conditions. . Not valid on special promotions. . If no commitment was concluded in 2019, we will look at the actual investment made in that year. . The summer premium may be extended to Willy and our DAB+ brands.

2.2 Surcharges

2.2.1 Brand mention

Basic mention

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

Argued mention

. Other advertisers are mentioned audibly . The mention of the other advertiser(s) will be supplemented with additional information . Max. 1/6th of the spot length . 20% surcharge for 1 mention . 40% surcharge for 2 or more mentions

Social media

. 15% surcharge for mentioning a social media platform

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

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

Brand mention conditions

2.2.2 Radio indexes

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%

2.3 Partnership

2.3.1 Campaign

2.3.1.1 Campaign requests

The basic rule is "first come, first served". You may reserve airtime at any time. The application for advertising spots is done online through the planning department. 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 at the latest 10 working days after 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 signed document 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 be done without prior notice.

2.3.1.2 Booking process

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

2.3.1.3 Changing spots

2.3.1.4 Sector exclusivity within the advertising block

We try to avoid full-blown advertising messages for one product or service from the same industry code, as determined by DPG Media, ending up in the same advertising block.

2.3.2 Deadlines and delivery conditions

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

Tech specs: https://www.advertising.dpgmedia.be/en/advertise/national/radio?tab=tech-specs

2.3.3 Annual contracts

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

2.3.4 Breach of contract payment

If the advertiser invests x% below the commitment of the respective medium, as agreed in Article 2.3.3, x% of the free space already taken up AND x% of the amount still to be invested will be invoiced.

3 Print

3.1 Premiums

3.1.1 Volume premium

Volume premium of annual contracts

Budget Premium

50-100K 2%-5%

100-200K 5%-10%

200-500K 10%-15%

500K-1M 15%-20%

1-1.5M 20%-25%

3.1.2 Welcome premium

Advertisers or brands that were not active at DPG Media brands during the past calendar year receive 15% discount on the rate card.

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

3.1.3 Sector-related premium

All our sector-related premiums are listed in a separate overview (which can be found under sector- related premiums).

3.1.4 Combination discount

If print is combined with other media of DPG media within the same campaign wave, an additional combination discount applies to the gross print rates.

. Combination with 1 medium 5% . Combination with 2 mediums 9% . Combination with 3 mediums 15%

3.2 Surcharges

3.2.1 Brand mention

Every advertisement must pertain exclusively to only one 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

Not applicable to the product line of the same brand within the same sector.

3.2.2 Preferential positioning

3.2.2.1 Newspapers

Premium placement newspapers

Page 1 Rate x5

Page 3 Rate x2

Page 4-5 +50%

Premium placement +20%

Required consecutive pages +25%

3.2.2.2 Magazines

Premium placement Monthlies magazines Weeklies (incl. Deluxe DMM)

Prima Posta +25% +30%

Secunda Posta +20% +25%

Right page +15% +15%

Required placement +15% +15%

First half +15% +15%

Combination special placement +25% +25%

Cover 2 +25% +35%

Cover 3 +15% +15%

Cover 4 +50% +50%

3.2.2.3 Exceptional premium products

We have established a series of premium products. These only appear a limited number of times per period. Our commercial partners profit from priority rules on these premium products. Below is a list of these scarce or premium products, limited in number or in time:

. Newspapers o Half wrap: 1 per month o Inserts on pages 3, 5 and 7 . Magazines o Covers o Creative formulas o Prima Posta

3.2.3 Technical surcharge

For certain products, only technical costs apply:

3.2.3.1 Technical layout costs newspapers

Size Technical editing cost*

1/1 page in Het Laatste Nieuws or € 1,000 De Morgen

*editing = copy + lay-out

. Partner fees and discounts/premiums do not apply to technical costs. . Technical costs are not considered in contracts.

3.2.3.2 Technical layout costs magazines

Size Technical editing cost*

1/1 page in magazine € 750

Test panel € 3,000

*editing = copy + lay-out

. Partner fees and discounts/premiums do not apply to technical costs. . Technical costs are not considered in contracts.

3.3 Partnership

3.3.1 Campaign

3.3.1.1 Campaign requests

The rule is "first come, first served". You can reserve an advertisement at any time. In doing so, always consider the availability of the 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.

3.3.1.2 Option policy

Options must be confirmed no later than 3 business days before the reservation deadline (https://www.advertising.dpgmedia.be/nl/adverteren/nationaal/krant?tab=tech-specs). 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, DPG Media 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, DPG Media can neither guarantee the date of publication or start date, nor provide (preferential) placement.

Exceptions to option policy

. With unpredictable Top Topicals, flexibility is allowed for newspapers: confirmation possible up to the day before publication, until noon. . When a creative formula is reserved, it will have priority over the applicable rules for the granting of covers.

3.3.1.3 Changing a campaign

The period of a campaign can be changed up until 3 working days before the reservation deadline. Changing a product type/format or special placement is only possible with the agreement of your account manager at DPG Media, 3 working days before the reservation deadline at most.

3.3.1.4 Cancelling a campaign

In newspapers

. Between 2 and 4 working days before publication, 50% of the budget will be invoiced. . Within 2 working days before publication, 100% of the budget will be invoiced.

In magazines

. Between the 4th and 2nd week before the reservation deadline, 50% of the budget will be invoiced. . Within 2 weeks before the reservation deadline, 100% of the budget will be invoiced.

Premium placements and creative formulas

Premium placements and creative formulas cannot be cancelled, either in newspapers or in magazines.

3.3.1.5 Reference copies

We always provide a free digital reference copy of the title in which the advertisement is published.

3.3.2 Deadlines and delivery conditions

Newspapers: 2 working days before publication in the daily paper. There is a longer deadline for all attachments. See the tech specs on the website: https://www.advertising.dpgmedia.be/en/advertise/national/dailies?tab=tech-specs

Magazines and specials: specific deadlines apply per magazine/special. See the calendars on the website: https://www.advertising.dpgmedia.be/en/advertise/national/magazines?tab=calendar

Creative formulas: can be consulted on our website: https://www.advertising.dpgmedia.be/en. Per title, under the ‘submission specifications’ tab, you will find more information on the creative formulas that are available for this title.

In case of non-compliance with the deadlines, the publication date/starting date and preferential placement are no longer guaranteed. Your campaign may therefore be launched at a later time or not at all. This may be done without prior notification.

3.3.3 Annual contracts

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

3.3.4 Complaints and compensation

3.3.4.1 Granting compensation

. When do we grant compensation? o Failure to publish booked insert: If the failure to publish lies with DPG Media, we will make every effort to proceed with the publishing as promptly as possible. The maximum compensation that may be demanded after publicationis the renewed placement, free of charge, of the advertisement in question. If the campaign is over, 2x the value of the insert may be used for a subsequent campaign of the same advertiser within the same calendar year.

o Incorrect publishing of the booked insert: If the cause of the incorrect publishing lies with DPG Media, we will make a commercial gesture in order to compensate. The maximum compensation that may be demanded for poor printing or errors is the renewed placement, free of charge, of the advertisement in question (according to the original arrangements with respect to placement, format, etc.). For inserts, outserts or adhesive formulas, the maximum compensation is a waiver of the insertion fee.

. When is compensation not granted? Under no circumstances may compensation be claimed in case of: o failure to confirm an option in a timely manner o non-compliance with the deadline for submitting the materials o non-payment of the correct surcharge for a preferential placement o failure to sign the official order form o an ambiguous or unclear order form o the incorrect publishing or failure to publish an insert due to force majeure or an error that cannot be recovered from DPG Media

3.3.4.2 Claiming compensation

Any compensation must be claimed in the same title and format for the same brand, and this within the current calendar year. Compensations never receive priority over booked inserts.

4 Digital

4.1 Network and options

4.1.1 Systems and tools

4.1.1.1 Direct

DPG Media provides a direct purchasing method in display and online video.

. For display campaigns, we work with the following Ad server: Google Ad Manager . For online video campaigns, we work with the following Ad servers: FreeWheel & Google Ad Manager . For digital audio campaigns, we work with the following Ad server: Triton Digital

4.1.1.2 Programmatic

DPG Media provides a programmatic supply in display, video and audio.

. For display campaigns, we work with the following SSP: Google Adx - Rubicon - Appnexus . For online video campaigns, we work with the following SSPs: FreeWheel & Google Adx . For digital audio campaigns, we work with the following SSP: Yield-Op

4.1.1.3 Data

DPG Media facilitates data-driven operation by using CXense as Data Management Platform. Via this platform, we collect and orchestrate the data operation for our various products.

4.1.2 Brand safety

DPG Media = Brand Safe

. According to the website, between 98% and 99% of the traffic on DPG Media sites are valid. . 100% human traffic is technically impossible. . DPG Media is therefore a safe partner.

The DPG Media digital platforms are a safe environment for advertising. Placing ads around advertising/unsafe news is unacceptable to both the advertiser and our brands. All content that falls within advertising-unsafe categories or relates to human suffering is therefore automatically excluded for advertising.

As part of an open and transparent policy, a comprehensive list of excluded subject matter will be found below. In open market purchase, the advertiser can choose which topics should be blocked, so that fewer positions are blocked on the Publisher side. No compensation will be given for campaigns erroneously blocked by third parties.

By negative news, we mean any content that falls under one or more of the following themes:

Negative news Display advertising Video advertising

Images 'Not suitable for  sensitive viewers’

Unlawful/prohibited content Will never be published on our platforms

Death and dying  

Attacks and violence  

Terrorism  

War and weapons  

Disasters and accidents  

Fire  

Corruption  

Crime, law and justice  

Criminal acts  

Abuse  

Sex  

Drugs  

Addiction  

Racism and discrimination  

Diseases and epidemics  

Victims  

Grief  

Refugees  

Injuries  

. This list is dynamic and can be changed at any time. Through improvements in our processes, we can add or refine future advertising categories in order to continue to guarantee advertising safety. . In case of a one-year contract, you are allowed to measure brand safety yourself. This must always be reported in advance to your digital contact person. . DPG Media does not allow SDK implementation of external measuring technologies. . Brand safety is reported standard on long form video in the MOAT dashboards and is done by means of Grapeshot*.

*An Oracle tool which scans web pages on brand safety

Our ambition is and remains absolute advertising safety, even though 100% accuracy is little realistic in a rapidly changing digital world. That is why we never stop developing in the area of logic and technology, so we can keep on improving.

4.1.3 Viewability

4.1.3.1 Display

An impression is viewable from the moment it is visible on screen for at least 50% and this for a minimum of 1 second (IAB).

With a campaign that guarantees 100% viewability, all purchased impressions are viewable. Viewability is measured by means of Google Ad Manager (Active View).

4.1.3.2 Online video

When a campaign is purchased on the CPV network, 100% AVOC (audible and visible on completion) purchase guarantee applies, with a technical error margin of 5%. Viewability is measured via MOAT, which takes a representative sample of the impressions provided and the AVOC score for every campaign.

4.2 Premiums: sector-related

Sector Display Video Audio

NGO 50% 25% 25%

Government* 30% 15% 15%

Culture 30% 15% 15%

Top Topical 50% 50% 50% unpredictable

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 public authorities without commercial affinity ** Predictable Top Topicals are these listed in the Top Topical calendar: www.np.be

4.3 Surcharges

4.3.1 Brand mention

4.3.1.1 Display

. +15% for the first brand mention . +25% from the second brand mention on

4.3.1.2 Online video & digital audio

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

Social mention

. 15% surcharge for mentioning a social media platform

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

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

4.3.2 Technical surcharges

4.3.2.1 Spot indexes online video (in-stream)

General

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

Length Index

6” 60%

10” 80%

15” 100%

20” 125%

25” 135%

30” 160%

30”+ On demand

Kids

Period indexes online video (in-stream) Kids: 30% surcharge during October-November-December

4.3.2.2 Spot indexes digital audio

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

Length Index

Max. 20” 100%

21”-30” 125%

4.3.2.3 Capping

Display

We normally apply a capping of 7 for each display campaign. A stricter capping is possible upon request. A stricter capping of 1/lifetime is applied only on the Full Impact Ad.

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, provided a surcharge of 20% is applied.

Digital audio

We normally apply a 1 spot/hour capping for mid-roll spots. A stricter capping is possible upon request. Pre-roll spots have a standard capping of 5 minutes.

4.3.2.4 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.

4.4 Partnership

4.4.1 General

4.4.1.1 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

. Take Over . Full-Impact Ad – max. 5 campaigns simultaneously . Overlayer . Native advertising . CPC

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.

For CPC, up to 12 campaigns can run simultaneously. A maximum of one campaign per brand/product cluster applies. If two consecutive campaigns are booked by the same advertiser, this must always be for a different product or a different promotion.

Our impact formats also have a maximum discount of 30%. The maximum discount applies to:

. Take Over . Full Impact Ad . Formats with an overlayer . Floating – 100% viewable impressions

CPC products do not allow a discount.

Premium products are not available via Real Time Bidding.

4.4.1.2 Partner fee

The future is digital and we are betting on that more than ever at DPG Media. In order to make our digital offer as transparent and clear as possible, we strive for harmonisation in the market. That is why, from 1.1.2020, we will adopt a uniform approach for our digital offer.

No more partner fees have been awarded on video and programmatic for quite some time. By also abolishing them for display and native, we can switch to a clear way of working.

The previously applicable 15% partner fee on display and native will be abolished from 1 January 2020. This change will be incorporated into the rates for 2020.

4.4.1.3 Tracking

Except for the collection of the metadata listed below, 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 DPG Media.

Without prior authorisation of DPG Media, it is furthermore prohibited to:

. collect 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 DPG Media. . collect information regarding brand safety.

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

Display

. how often the advertisement has been viewed (views) . the number of clicks with the following additional data: o screen resolution used o browser used o operating system used o 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: o screen resolution used o browser used o operating system used

Digital audio

. how many times someone has fully listened to the audio ad (impression) . how much of the audio advertisement the viewer has listened to (25%, 50%, 75%, 100% = complete impression)

This report can be requested from DPG Media at the end of the campaign.

4.4.2 Campaign

4.4.2.1 Display

The rule ‘first come, first served’ applies here. 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 business days before the reservation deadline (https://www.advertising.dpgmedia.be/en/advertise/digital/display?tab=tech-specs).

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, DPG Media reserves the right to determine if an option may be granted or not, based on the available space, among other things.

If an option is not confirmed in time, DPG Media can neither guarantee the date of publication or start date, nor provide (preferential) placement.

Exceptions on option policy:

With unpredictable Top Topicals, flexibility is allowed for digital campaigns: confirmation possible up to the day before launching, until noon.

After completion of a campaign, we always provide you with a digital campaign report.

. Display source: Google Ad Manager . Viewability is measured with the aid of Google Ad Manager (Active View)

4.4.2.2 Online video & digital audio

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 DPG Media 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 DPG Media, 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: Depending on the network booked: Google Ad Manager, FreeWheel and/or MOAT (based on a representative sample) . Digital audio source: Triton Digital

4.4.3 Deadlines and delivery conditions

. Three 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. Given the nature of the delay, this cannot form a basis for compensation.

4.4.4 Annual contracts

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 agency in the agreement with DPG Media. Contact us for a custom proposal.

Given that there is a limitation within the number of CPC campaigns to be included, an advertiser can include up to 10 packages in a commitment, with a total value of € 90,000 over the 1-year period.

Investments in Open Market are not included in contracts and therefore do not contribute to the turnover achieved at DPG Media.

No discounts are allowed in programmatic, even if discounts have been obtained through a greater commitment in IO or other media of DPG Media.

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% - any discount For online video, preferred deals can only be concluded within the framework of an annual commitment. . Programmatic Guaranteed: the same discount as in IO also applies to investments within programmatic guaranteed.

Exchange deals may not be included in programmatic.

4.4.5 Breach of contract payment

If the advertiser invests x% below the commitment of the respective medium, as agreed in Article 4.4, x% of the free space already taken up AND x% of the amount still to be invested will be invoiced.

The below example serves as an indication:

Example CPM gross CPM net Discount Premium Available credit

Contract € 100,000 € 26.00 € 18.00 31% 144% € 144,444

Realised € 90,000 € 26.00 € 18.00 31% 144% € 130,000

x% penalisation

Free space already taken up € 40,000 10% € 4,000

Amount yet to be invested € 10,000 10% € 1,000

€ 5,000

4.4.6 Complaints and compensation

4.4.6.1 Underdelivery

If the booked number of impressions, clicks or views is not achieved during the projected period for reasons that can be attributed to DPG Media, DPG Media 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 DPG Media 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.

No compensation is allowed for campaigns purchased on a CPC basis. In the event of underdelivery, this will be rectified in the invoicing and we will therefore only invoice the delivered clicks. A UD <5% falls within the permitted margins and will not be compensated or corrected.

4.4.6.2 Granting compensation

Granting 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 DPG Media

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.

Invalid traffic and ad fraud

Measuring discrepancies?

. Measuring discrepancies do not constitute grounds for compensation. DPG Media relies on general results from Google Ad Manager, Freewheel and Triton Digital. . As 100% human traffic is technically impossible and out of our control, we do not compensate based on Ad fraud measuring.

5 Creative

5.1 Branded content general

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 and a relevant context together constitute 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.

5.2 Television and online video

5.2.1 Possibilities

5.2.1.1 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”, “Het Weer”, “De Buurtpolitie” and “Zot van Koken met Loïc”. 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.

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: o Words like “available from now on”, “free”, “only at”, “new”, “cheap”, “sales”, “discounts”, “buying”, “selling”, etc. o Superlatives o Effectiveness of a product o Persuasive language o 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.

5.2.1.2 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 & functional manner.

5.2.1.3 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 for working together on creating extra (video) content or competitions that provide added value for the programme, the viewer… and the partner. That way, we can extend the programme experience to the rest of the week, in addition to the regular episodes.

5.2.1.4 Jingle sponsoring VTM/Q2/Vitaya/CAZ

Jingle sponsoring is a premium product within creative sales. It is the fusion 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-promoting 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. The regular airtime discount of the advertiser in question is continued when scheduling the jingle campaign.

5.2.1.5 Branded content based on advertorials

Make your own two-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 options as well (including a reach with impact), 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.

5.2.1.6 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 large TV formats. The overlay must be constructed in such a way that it gets 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 DPG Media in consultation with the advertiser. . The use of an overlay must be approved in consultation with programming

5.2.2 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, there are two 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 have 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 will find more information about all these initiatives on our website (https://www.advertising.dpgmedia.be/en/advertise/creative/creative-packages).

5.2.3 Premiums

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%

5.2.4 Surcharges

5.2.4.1 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.

5.2.4.2 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.

5.2.5 Partnership

5.2.5.1 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. More and more, these partnerships are being expanded into other media, via native advertising (online or print), in social media by setting up an influencer strategy or by enabling another platform from the DPG Media range.

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.

5.2.5.2 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.

Option policy

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 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.

For the existing partners of a particular format or concept, there is a first right of refusal on the eve of a next series and/or season.

Billboards

. Duration 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 Every 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 DPG Media: https://www.advertising.dpgmedia.be/en/advertise/creative/sponsor-logo

Only this design may be used on the billboards and the following requirements apply:

o Size: 140 pixels o On-screen duration: during the entire billboard o The logo must always be pictured in such a way that it is visible in relation to the background, in black or white, not in colour o The logo is preferably located in the lower right corner o 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 accordance with legal and internal guidelines.

. 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.

Use of images of sponsored programme

The use of the images is subject to the legislation regarding the use of copyrights. DPG Media 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.

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

5.2.5.3 Deadlines and delivery conditions

Submitting materials

Finished billboards, spots or infomercials must be provided through D-mat via this link: http://www.abma- bvam.be/PDF/Caracteristiques_HD-MAT_nl.pdf

Adjusting or creating TV content

You have no ready-made billboard, no TV content or you only have foreign-language visual materials? No problem. DPG Media 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. Realistic timings are discussed before the start of production.

If we work for a production ourselves, the tech specs below apply. To guarantee the quality of internal productions, we ask you to provide as images and audio material with as much detail as possible in the highest resolution. The following guidelines can help:

Supply of billboard production material

. Deliver voice, music and sound effects/foley effects Audio separately in WAV format . Sampling frequency: 48 Khz Bit depth: 16 bits . Audio channels: stereo

. Upload via FTP or link . Quicktime PRORES 422 Image . HD 1920 x 1080 . Uncompressed . 16/9

. Animated: Targa sequence with fill & matte (alpha channel) Logos . Still: formats . EPS /. PSD / . AI / . TGA with alpha channel . Format: Vector if possible, otherwise minimum 1,000 px wide

5.3 Radio

5.3.1 Possibilities

5.3.1.1 Branded content radio

Would you like to link your brand to a promotion on Qmusic, Joe, Willy, TOPradio or one of our digital themed channels? If so, DPG Media 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, 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. The adaptation of existing radio concepts can also be the solution to meet the needs of a briefing. 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).

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. New digital initiatives, such as the Qmusic video series, custom digital theme channels, podcasting etc. are also increasingly at the heart of a branded content pathway that guarantees the necessary reach for the partnership with smart support on radio.

5.3.1.2 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.

5.3.2 Packages

We offer several creative packages for, among others, the film industry but also for campaigns aimed at managerial staff, the self-employed and investors. You will find a complete overview of this on our website: https://www.advertising.dpgmedia.be/en/advertise/creative/creative-packages#radio).

5.3.3 Surcharges: spot indexes

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

Length Index

5” 40%

7” 45%

10” 70%

Editorial mention 100%

Argued editorial integration 270%

5.3.4 Partnership

5.3.4.1 Campaign

Campaign briefing

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.

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.

5.3.4.2 Legal limitations

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

5.4 Publishing

5.4.1 Possibilities

5.4.1.1 Branded content publishing

We search for the right solutions to accomplish your objectives. In doing so, we are constantly seeking customised innovative and creative solutions within the publishing world (print & online).

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 DPG Media and their brands was built.

Creative sales brings these many years of expertise to the table in its efforts to build ‘brand stories’. We understand 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.

The Creative Sales department aims to develop native advertising into a sustainable branch in the selection of DPG Media, to create a total experience for different brands and target groups, with respect for journalistic independence and critical readers.

5.4.1.2 Specials

We define a series of specials around certain themes that lean towards the target audience of the media title. This special can appear in the form of a separate attachment or a file that can be strengthened online. An experience factor is added to certain specials by focusing on brand experience.

The content of these specials is written by the relevant editors. A partner can be custom-integrated by the above formulas (cf. branded content publishing, advertorial or classic advertising).

You will find the overview and deadlines for these specials on the DPG Media website.

5.4.1.3 Advertorial

Content written by a partner/advertiser, edited by our team of editors or content written by our editorial office, with clear instructions from the advertiser and clear market prominence.

You will find the guidelines for an advertorial here.

5.4.1.4 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

5.4.2 Partnership

5.4.2.1 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

5.4.2.2 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.

5.4.2.3 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.

5.4.2.4 Media Project & Concept Fee

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 Media Project & Concept Fee. We use the following rates:

Media Project & Concept Fee

Creative Creative + Creative + Strategy Budget Workload only Strategy + Influencer

at least 2 days Small media budget ≤ 50K (follow-up) work € 500 € 3.000 € 3.500

media budget between 50K & at least 3 days Medium 100K (follow-up) work € 1.000 € 5.000 € 5.750

media budget between 100K & at least 4 days Large 150K (follow-up) work € 1.500 € 7.500 € 8.500

Xtra media budget > at least 5 days Large 150K (follow-up) work € 10.000 € 11.000

Media Project & influencer only

Number of Influencers MP&CP

1-5 inf. € 1.500

6-10 inf. € 2.250

>10 inf. € 3.000

Production fee

If production is to be made, a production fee of at least 15% will be charged

Would you like a creative consultant? Discuss your specific briefing with your DPG contact

6 Sector-related premium overview

Sector TV Radio Print Display Video Culture 15% 15% 30% 30% 15%

Education 15% 15% 30% 30% 15%