Media Key Facts

media key facts

2015

Rue du Moulin à Papier - 55 - Papiermolenstraat | Bruxelles - 1160 - Brussel Tel +32 (0)2 663 51 11 | [email protected] content

Dentsu Aegis Network Belgium ______5 Economy & Demography ______9 Media Spend ______19 Plurimedia Facts ______25 Television ______37 Radio ______51 Cinema ______59 Newspapers ______65 Magazines ______73 Free Regional Press ______83 Out of Home ______89 Internet ______103 Social Media ______115 On Line Search ______123 iDTV ______137 Live Communication ______141 Grand Duchy of Luxembourg ______145 Media Jargon ______157 Media Studies ______173 Useful Addresses ______183

dentsu aegis network belgium dentsu aegis network belgium

Carat & Vizeum are the media agencies belonging to Dentsu Aegis Network Belgium.

Responsible Publisher :

Anne Bataille (CEO, Dentsu Aegis Network Belgium)

Editorial Team :

Alessandro Asproni (Out of Home - Cinema), Claire Berge (Lay-out), Dany Dernoncourt (Media Spend), Philippe Geurts (Print), Gauthier Piret (Television, iDTV, Radio), Quenn Pirlot and Lillo Mendola (Social), Nicolas Hannecart (Search), Nicolas Vanderseypen and Thibaud De Meester (Internet), Zenna Vanderstukken (Live Communicaon), special thanks to Laurent Friob (Luxembourg) & to Ines Coppers , Michaela Menache and Laurent Massart (data CIM)

DENTSU AEGIS NETWORK BELGIUM Rue du Moulin à Papier - 55 - Papiermolenstraat | Bruxelles - 1160 - Brussel Tel : 02 663 51 11 - Fax : 02 663 51 09 Anne Bataille : Chief Execuve Oﬃcer www.dentsuaegisnetwork.com

7 dentsu aegis network belgium

BELGIUM A company of 200 people to cope with the evoluon of media communicaons Innovaon through consumer centric strategies

8 economy & demography economy & demography

EUROPE Spend Breakdown by Media 2010-2014

40%

35% 2010 2011 2012 2013 2014 31,7% 29,9% 30%

25%

20%

16,3%

15%

10% 9,1% 6,5% 5,7% 5%

0,8% 0% Television Newspapers Magazines Radio Cinema Outdoor Internet Total 2014 : 90,96 billion €

Source : Dentsu Aegis Network esmates - March 2015 Europe 16 countries (Austria, Belgium, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, UK)

11 economy & demography

BELGIAN DEMOGRAPHY Basic Data (source SPF Economie - CIM)

Total population 11.190.845 inhabitants Number of households 4.762.737 households Number of persons per household 2,4 ind. / household Total population 12 years and + 9.457.340 inhabitants

Linguisc Breakdown

Flanders 56,1% Dutch speaking 54% Brussels (new CIM) 11,8% French speaking 42% Wallonia 32,1% German speaking 0,4%

Nielsen Regions (Populaon 12 years and +)

I 2.280.910 II 3.026.380 III Du 123.420 III Fr 994.500 IV 1.462.160 V 1.569.980

Reference period : 2014

12 economy & demography

(In '000) 2014 Total 9.457 100% GENDER Men 4.609 49% Women 4.848 51% PRP 5.838 62% AGE 12 to 14 368 4% 15 to 24 1.319 14% 25 to 34 1.406 15% 35 to 44 1.516 16% 45 to 54 1.607 17% 55 and + 3.241 34% SOCIAL GROUPS* 1 + 2 (higher) 2.526 27% 3 + 4 (medium +) 2.188 23% 5 + 6 (medium -) 2.361 25% 7 + 8 (lower) 2.310 24% No respons 71 1% EDUCATIONAL LEVEL OF THE INTERVIEWED PERSON Primary 1.508 16% General lower sec.& prof. 1.893 20% General higher sec.& prof. 3.454 27% High. non university 1.620 17% University 983 10% PROFESSIONAL OCCUPATION (of the interviewed person) With 4.492 47% Without 4.965 53% PRESENCE OF CHILDREN (- 15 years old) With 2.761 29% Without 6.696 71% HABITAT 5 Main Centers 2.770 29% 43 Urban localities 2.048 22% Small locations 2.221 23% Rural locations 2.418 26%

* Some individuals have not been rated in social groups by lack of informaon. Source : CIM ‘13-’14 13 economy & demography

2014 in ('000) Nielsen I + II + III (Du) Nielsen III (Fr) + IV +V Total 5.431 100% 4.027 100% GENDER Men 2.672 49% 1.937 48% Women 2.759 51% 2.089 52% PRP 3.255 60% 2.582 64% AGE 12 to 14 203 4% 166 4% 15 to 24 731 13% 587 15% 25 to 34 769 14% 638 16% 35 to 44 844 16% 672 17% 45 to 54 949 17% 658 16% 55 and + 1.935 36% 1.306 32% SOCIAL GROUPS* 1 + 2 (higher) 1.427 26% 1.099 27% 3 + 4 (medium +) 1.214 22% 975 24% 5 + 6 (medium -) 1.414 26% 948 24% 7 + 8 (lower) 1.328 24% 982 24% No respons 48 1% 23 1% EDUCATIONAL LEVEL (of the interviewed person) Primary 911 17% 597 11% General lower sec.& prof. 1.050 19% 843 16% General higher sec.& prof. 2.010 37% 1.444 27% High. non university 912 17% 708 13% University 547 10% 436 8% PROFESSIONAL OCCUPATION (of the interviewed person) With 2.707 50% 1.785 44% Without 2.724 50% 2.242 56% PRESENCE OF CHILDREN (- 15 years old) With 1.572 29% 1.189 30% Without 3.859 71% 2.837 70% HABITAT 5 Main Centers 1.061 20% 1.710 42% 43 Urban localities 1.349 25% 699 17% Small locations 1.516 28% 705 18% Rural locations 1.505 28% 913 23% 14* Some individuals have not been rated in social groups by lack of informaon. Source : CIM ‘13-’14 economy & demography

The Populaon...

POPULATION % Belgian and foreign population of 12 years and + 9.457.340 100,0% Foreigners of 12 years and + 686.210 7,3% Residents in Flanders 5.307.280 56,1% Residents in Brussels 1.117.920 11,8% Residents in Wallonia 3.032.140 32,1%

Source : CIM ‘13-’14

With child. Active % PROVINCE Population '000 -15 years old of the pop. Affinity index (avg = 100) Antwerpen 1.527 16% 106 106 Oost Vlaanderen 1.256 13% 99 103 West Vlaanderen 1.025 11% 83 103 Brabant Du 939 10% 101 110 Limburg 739 8% 108 106 Brussels 19 939 10% 86 93 Hainaut 1.133 12% 106 92 Liège 930 10% 99 91 Namur 410 4% 98 88 Brabant Fr 329 4% 123 106 Luxembourg 230 2% 117 100 Total 9.457 100%

The Province of Luxembourg and Brabant Fr account for lile in terms of populaon ﬁgures, yet there is a much higher presence of children compared to the relave populaon rao. Though some Flemish provinces are somewhat short in terms of number of children compared to Walloon provinces, the overall rate of acvity is higher in the Flemish provinces.

15 economy & demography

... The End of a Stereotype ...

CIM 1980 CIM 2014 1980 = 100 (in '000) Men Women Men Women Men Women PRP (principal responsible 272 3.321 1.996 3.841 734 116 of the purchases) 8% 92% 34% 66%

With a prof. activity 2.521 1.200 2.417 2.075 96 173 68% 32% 54% 46%

PRI (principal responsible 2.947 603 3.361 1.808 114 300 of income) 83% 17% 65% 35%

Source : CIM

Consumer Status

Over the past 25 years a number of trends, important to markeng professionals, have clearly emerged. One of them is the higher proporon of male PRP's, not so much for a cultural reason but mostly due to an increasing number of single people. The proporon of working women is sll increasing, which inﬂuences the number of female heads of family. The Belgian populaon has aged since 1982, though it now seems to be stabilizing.

AGES 1972 1982 2010-2011 2011-2012 2012-2013 2013-2014 12 - 14 y.o. n.a. n.a. 3,9% 3,9% 3,9% 3,9% 15 - 24 y.o. 19,1% 20,2% 14,0% 14,0% 13,9% 13,9% 25 - 44 y.o. 33,5% 33,2% 31,3% 30,9% 30,7% 30,9% 45 - 64 y.o. 29,8% 28,6% 31,1% 31,3% 31,3% 31,3% 65 y.o. and + 17,5% 18,0% 19,7% 19,9% 20,2% 19,9%

Source : CIM

16 economy & demography

... Electronic Equipment

% of individuals living in a household CIM 2012 2014 that owns : 1990 - 15+ 12+ 12+ at least one TV set 97% 99% 98% cable TV 91% 82% 77% a video recorder 39% 46% 57% two television sets or more 11% 43% 39% a TV with flat screen n.a. n.a. 81% a Smart TV (television with internet) n.a. n.a. 23% a decoder n.a. 63% 78% a satellite dish n.a. 12% 8% video on demand n.a. 19% 29% programs on demand n.a. 11% 17% a fixed phone 82% 69% 74% a GSM / mobilephone (with or without internet access) n.a. 87% 91% mobilephone with internet access n.a. 18% 41% a tablet with wifi n.a. n.a. 26% a tablet with 3G/4G n.a. n.a. 13% TV-teletext n.a. 86% 85% a computer 14% 80% 56% a portable computer n.a. 60% 71% internet connexion (at home or outside) n.a. 74% 74% a DVD player n.a. 58% 59% a portable DVD player n.a. 18% 14% a game console n.a. 40% 39% a video camera n.a. 31% 26% a HIFI- set n.a. n.a. 52% a home cinema n.a. 9% n.a.

Source : CIM

17 media spend media spend

Belgium : Media Spend Evoluon + 1,6% 3.764,3 3.704,5 3.609,0 3.588,9 3.467,4 3.170,5 3.164,4 3.088,7 2.863,9 2.387,4 2.298,7 2.137,5

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Source : MDB Nielsen

Media Spend per Economical Sector - 2014

House & Office House & Office equipment maintenance Others 4,0% 2,0% Health, Well-being 1,5% 2,3% Beauty, Hygiene 6,0% Culture, Tourism, Leisure, Sport Clothes 25,8% 1,6%

Telecom 5,4%

Transport 10,3%

Mass Retail 16,9% Services 11,9% Food 12,3% Source : MDB Nielsen 21 media spend

Media Spend by Media 2010-2014 - Belgium

TOTAL INVESTMENTS 50% 2010 3.467,4 millions € 2011 3.588,9 millions € 2010 2011 2012 2013 2014 2012 3.609,0 millions € 40% 38,5% 2013 3.704,5 millions € 2014 3.764,3 millions € 30%

21,9% 20% 13,9%

10% 8,6% 6,8% 6,3% 2,9% 1,0% 0% Television Radio Cinema Dailies Magazines Outdoor Free Reg Press Internet

Source : MDB Nielsen

Top 20 Adverser Groups 2014

ADVERTISER GROUPS INV. '13 INV. '14 EVOLUTION 1 PROCTER & GAMBLE BENELUX 107.180.216 80.946.455 -24% 2UNILEVER 78.456.424 75.319.473 -4% 3 D'IETEREN GROUP 69.166.565 64.541.856 -7% 4 BELGACOM GROUP 53.270.299 70.730.641 33% 5 COCA-COLA BELGIUM-LUXEMBOURG 59.972.163 61.179.417 2% 6 RECKITT & BENCKISER 58.532.719 61.882.604 6% 7 PSA PEUGEOT CITROEN 60.417.036 57.923.682 -4% 8L'OREAL GROUP 52.951.513 47.758.473 -10% 9 COLRUYT GROUP 38.649.268 50.543.962 31% 10 DE PERSGROEP 43.343.150 41.851.511 -3% 11 RENAULT-NISSAN ALLIANCE 36.756.484 39.041.383 6% 12 LOTERIE NATIONALE 36.472.143 37.897.252 4% 13 ROULARTA MEDIA GROUP 34.251.024 33.730.243 -2% 14 PUBLIC ENTITIES 35.438.368 31.661.848 -11% 15 MONDELEZ 35.437.284 29.945.972 -16% 16 CARREFOUR GROUP 30.408.494 33.739.547 11% 17 TECTEO 30.788.850 33.173.335 8% 18 LIDL & CO 38.282.017 25.503.907 -33% 19 FRANCE TELECOM 27.309.330 34.895.879 28% 20 DAIMLER BENZ GROUP 28.017.092 32.584.014 16% 22 Nielsen Source : MDB point without Reg.Sales Ranking media spend

Spend Breakdown by Media 2014 : Belgium

Cinema Internet 1,0% 6,3% Outdoor 8,6%

Television 38,5% Radio 13,9%

Free regional press 3.764,3 millions € 2,9% Magazines 6,8%

Dailies 21,9% Source : MDB Nielsen Top 20 Brands 2014

BRAND INV. '13 INV. '14 EVOLUTION 1 PROXIMUS 22.966.489 40.753.836 77% 2 LIDL 38.267.117 25.407.094 -34% 3 MOBISTAR 27.236.420 32.303.763 19% 4 TELENET 27.463.489 29.183.689 6% 5 PEUGEOT 28.287.350 27.813.455 -2% 6 VOO 26.469.503 27.981.735 6% 7 COLRUYT 19.297.124 30.368.888 57% 8 MERCEDES - BENZ 22.911.395 26.736.549 17% 9 CITROEN 24.690.482 22.056.540 -11% 10 OPEL 25.132.415 20.139.954 -20% 11 VW 21.382.051 23.002.032 8% 12 MEDIAMARKT 18.050.600 25.190.829 40% 13 FORD 22.099.251 20.258.887 -8% 14 CARREFOUR 16.037.045 19.765.693 23% 15 COCA-COLA 20.952.827 20.687.526 -1% 16 RENAULT 19.562.766 21.586.063 10% 17 CARREFOUR HYPERMARCHE 19.176.339 19.065.805 -1% 18 BMW 19.431.689 17.373.938 -11% 19 ING BANQUE 14.699.118 19.877.266 35% 20 DELHAIZE 12.580.341 20.263.670 61% Source : MDB Nielsen Source : Nielsen MDB Ranking without codes Reg. MDB 23 media spend

Inﬂaon

Media cost evolution vs year-1 : Belgium without GDL TARIFF c/000 2012 2013 2014 2015* 2011 2012 2013 2014 2015* Dailies 101,6 102,0 102,3 101,4 101,3 101,9 96,7 107,2 100,7 Magazines 103,7 102,0 100,8 100,3 116,0 105,6 104,4 101,1 102,9 Outdoor 104,7 104,5 103,5 103,2 102,6 102,1 101,2 103,5 109,1 Television 103,0 103,2 104,9 103,2 106,9 104,0 102,7 101,8 102,8 Radio 102,0 100,1 101,3 102,0 104,3 103,0 99,7 102,7 102,5 Internet 102,0 99,6 93,1 110,8 101,3 102,0 99,6 93,1 110,8 Cinema 103,1 107,3 102,2 106,0 99,3 99,0 98,8 112,1 93,2 ALL MEDIA 102,7 103,1 102,5 102,9 105,1 103,2 100,9 103,6 103,2 Consumption inflation 102,5 102,4 100,8 100,5 103,5 102,5 102,4 100,8 100,5

Source : CIM 2013-2014 - Rates 2015 - Base 15+ except Print 12+ * Estimation Calculaon of the Inﬂaon per Media :

Dailies method : Tariff : evoluon of the sum of the average day price of all individuals newspapers (NP+Metro FR/DU+De Tijd & L'Echo) versus year-1. Size : 1/1 FC. C/000 : the tariff divided by the nbr of contacts 12+ on the CIM y-1. fi : rates 2015 / Nbr contacts CIM 2014(2), based on the same selecon Magazines method : Tariff : evoluon of the sum of the price 1/1 FC of the same tles included in the CIM study versus year-1. C/000 : the tariff divided by the nbr of contacts 12+ on the CIM y-1. fi : rates 2015 / Nbr contacts CIM 2014(2), based on the same selecon Outdoor method : Tariff : based on the cost/side of the main outdoor networks (2m², 8m², 10m², 16m², 20m², 36m²) versus year-1. C/000 : based on the contacts 12+ (CIM) of the main naonal outdoor networks (2m², 8m², 10m², 16m², 20m², 36m²) versus year-1. Television method : Tariff : Average tariff of break (5PM-11PM) from:VTM; 2BE; Vier; Vijf; Vitaya and RTL-TVI; Club RTL; Plug RTL; La1; La2; AB3. Weighted by the market share of the channel and 41% South/59%North. C/000 : average C/000 (break based) on those channels weighted by the GRP share and 41% South/59% North. All data in Live+6 without Guest. Radio method : Tariff : Average Tariff of a break (6:30AM-6:30PM) from: JoeFM; MNM; Studo Brussel; Q-Music; Radio1; Radio2; Top Radio; Club FM; Nostalgie NL; Bel RTL; Fun Radio; La Première; Musiq3; NRJ; Contact FR; NostalgieNL; Vivacité; Classic21; Pure FM; Twizz. Weighted by the GRP Share of the channel and 41% South / 59% North. C/000 : Average C/000 (break based) on those channels weighted by the GRP share and 41% South/59% North. Internet method : Pre 2012 : official UMA figures. 2013 & 2014 Esmaons (Tariff C/000): evoluon of the CPM of the classic formats (Medium Rectangle, Leaderboard, Skyscraper, Halfpage, Overlayers, 3Ad) sold by the main sales houses (Corelio, HiMedia, PebbleMedia, De Persgroep, Rossel, TrustMedia, Roularta, MSN, Skynet) versus year -1; with weighng based on sales house’s available inventory for the same period. This is only reserved-based media - the inflaon does not apply to self-served media (RTB, social media, SEM). Cinema method : Tariff : based on the media cost of a 30'' spot / 1 week / index 100% / naonal coverage (versus year-1). C/000 : based on the contacts 12+ (CIM) for a 30'' spot / 1 week / index 100% / naonal coverage (versus year-1). 24 plurimedia facts plurimedia facts

Dailies & Magazines

Magazines - Dailies specials - Dailies Free Regional Press L'Avenir Advertising L'Avenir Deuzio Proximag Rondom IPM Advertising La Dernière Heure / Les Sports Arts Libre Libre Entreprise La Libre Belgique Courrier international Libre Immo La DH du Dimanche Logic Immo Essentielle Auto Momento Essentielle Focus Paris Match Essentielle Immo Télé DH Libre Culture MASS MEDIA TRANSIT Metro Du/Fr Metro Deluxe Du/Fr MEDIAHUIS CONNECT L'Avenir Citta Hallo Het Belang van Limburg Deuzio Jobat Gazet van Antwerpen DS Magazine De Markt Het Nieuwsblad / De Gentenaar DS Weekblad Het Nieuwsblad Magazine De Standaard Fan! Sjiek PERSGROEP ADVERTISING De Morgen Dag Allemaal/Express Goesting Het Laatste Nieuws DM Magazine Joepie DM Magazine Deluxe Nina Goed Gevoel TV-Familie/Blik ROSSEL ADVERTISING Grenz Echo 7 Dimanche Références Le Soir Groupe Vlan Le Soir Magazine Sud Presse (La Meuse, La Jobsregions TV News Nouvelle Gazette, La Province, MAD-Le Soir Victoire Nord Eclair, La Capitale) Le Soir Immo Le Sillon Belge Passion des montres Landbouwleven Top Entreprises TRUSTMEDIA De Tijd Mon Argent/Netto L'Echo Sabato Du/Fr ROULARTA LOCAL MEDIA De Krant van West-Vlaanderen De Streekkrant/Weekkrant Steps City Magazine De ZondagExtraNet ('tFonteintje, Het Gouden Steps Deluxe Blad, Tam Tam, de Wewijzer,…)

27 plurimedia facts

Magazines CHARLIE MIKE Audi Magazine Fedelec Bozar Expo Gastromania Bozar Agenda & Bozar Friends Manager Magazines Bozar Music Mercedes Magazine Cool & Comfort Mode Flash CUSTOM REGIE Abelag (Exigent Private jets) Michelin Cartes Bel-Lux+North/South Analyses (Puilaetco) Michelin Guide Belgique Lux 2015 Be TV magazine Michelin Guide Vert/Groene gids Belfius Magazine Neckermann Nrochures Foot people (RSCA) Pégase Brochures Grappa Magazine (KBC) RaboMagazine Thomas Cook Brochures IPM Essentielle Auto Paris Match & Les carnets de Paris Match Momento Télé DH IP PRESS Bahamontes Primo TV Gids Ciné Télé Revue Telepro Eos Magazine Téléstar EOS Psyche & Brein Top Santé Foodprint Touring Magazine (Du/Fr) M.. Belgique Waw (Du/Fr) MEDIAHUIS Check! De Standaard Weekblad De Markt - Gazet van Antwerpen Deuzio De Markt - Het Belang Vvan Limburg Fan! De Standaard Magazine Het Nieuwsblad Magazine De Standaard Magazine XL Luxe Sjiek PERSGROEP ADVERTISING Dag Allemaal/Expres Goesting De Morgen Magazine Joepie De Morgen Magazine De Luxe Nina Goed Gevoel TV-Familie/Blik PRODUPRESS Actief Wonen/Deco Idées Miles (Du/Fr) Autogids Moniteur Automobile AutoWereld PUBLICARTO Aktief Le Ligueur des parents Axelle Le Ligueur et mon bébé Botsing Markant Magazine Brieven aan Jonge Ouders Neos Magazine Brieven aan Jonge GrootOuders Okra Magazine çava ? Point de vue (cahier belge) Davidsfonds Profiel / Profil De Bond Royals Femma Vrouwen met Vaart HR Square

28 plurimedia facts Magazines

Magazines ROULARTA Body Talk (Du/Fr) Plus Magazine (Du/Fr) Data News (Du/Fr) Sport Voetbal/Sport Foot magazine Extra /Knack & Vif Trends Style (Du/Fr) Focus Knack Trends/Trends Tendances Focus Vif Vif L'Express Grafisch nieuws (Du/Fr) Weekend Black Knack Ik ga bouwen/Je vais Construire Weekend Black Vif Knack Weekend Knack M&C (Du/Fr) Weekend Vif Nest (Du/Fr) Health & Medical ArtsenKrant/Le Journal du Médecin De Apotheker / Le Pharmacien Belgian Oncology (Du/Fr) De Ziekenhuis en Zorgkrant Free Regional Press De Zondag Streekkrant / Weekkrant Steps ROSSEL ADVERTISING Le Soir Magazine Victoire TV News SANOMA Belgium Feeling Libelle Lekker + Libelle Specials Feeling Wonen Marie-Claire (Du/Fr) Femmes d'Aujourd'hui Moustique Femmes d'Aujourd'hui specials Pink Ribbon (Du/Fr) Flair (Du/Fr) Story Gael Télé Pocket Gael Maison Teve Blad Humo Vitaya Magazine Kids Only (Du/Fr) Zoom Santé/Gezondheid Libelle Attitude La Maison Victor CommunieKrant Loving You Compleet Wonen/100% maison Special Bloemschikken/Art Floral Dreambaby Stijlvol Wonen/Pure Maison Epicurien Wonen Landelijke Stijl/Maison de Charme THINK MEDIA Ambiance Culinaire/Culinaire Ambiance Moto & Loisirs Ché Motoren & toerisme Menzo P-Magazine TRUSTMEDIA Netto / Mon Argent Sabato (Du/Fr) ED. VENTURES Archi & Deco (guide) Guide Restaurants Art & Décoration High Life de Belgique Brussels Mag Life Magazine C'est du Belge Lobby Elle à table Parents Elle Belgique / Elle België Parents Santé Elle Décoration / Elle Wonen Pharmassistante / Farmassistente Elle Santé / Elle Gezondheid Play Golf F1 Magazine Play Tennis Gentleman (Du/Fr) Psychologies Magazine (Du/Fr) GG : Global guide Public Belgique Guide Fashion and Beauty The Zoute Paper GuideHôtel 29 plurimedia facts

Out of Home

CLEAR CHANNEL NETWORK SIZE / FORMAT ADSHEL Adshel Maximum 2m² Adshel Optimum 2m² Adshel Maximum Proximity 2m² Adshel Optimum Proximity 2m² Adshel & Malls 2m² Adshel Antwerp 2m² Adshel Ghent 2m² PUBLIFER Adshel Stations 2m² DNN 70'' digital screens (portrait) DHST 70'' digital screens (portrait) DL 4m² digital screens (landscape) MORE O'FERRALL MOF16 16m² + digital screens (DL Stations) MOF36 36m² + digital screens (DL Stations) MOF Supermix 36m² + 16m² MOF Maximix 36m² + 16m² MALLS CC Malls (Carrefour) 2m² TRANSIT Bus (TEC) various URBAN MEDIA Urban Media megaposters

JCDECAUX URBAN FURNITURE Booster 2m² Authentic 2m² Taste 2m² Cons o F1,F2 2m² Brussels 2m² Liège 2m² JCDECAUX BILLBOARDS Brussels 8 8m² Line by line 20m² Superstar 24 20m² + 8m² Superstar 48 20m² + 8m² Prestige 90 38m² + 21m² Prestige Mix 38m² + 21m² + 20m² + 8m² JCDECAUX AIRPORT Brussels, Charleroi & Luxembouvarious (including digital) PUBLIC TRANSPORTS Bus / Tram / Metro (STIB/MIVB) various (including digital) JCDECAUX ARTVERTISING Artvertising megaposters JCDECAUX VILLO ! Villo! public bikes rear wheel branding INSERT Eurybia networks 60 x 80 cm Malls TV digital screens Bonnie & Clyde 60 x 80 cm Windscreen 60 x 160 cm

30 plurimedia facts

Out of Home

OTHER SALES HOUSES NETWORK SIZE / FORMAT BELGIAN POSTERS Line by line 20m² / 4m² Contact 20m² Moving 20m² Access 20m² + 10m² Cover 20m² + 10m² Power 20m² + 10m² THINK MEDIA OUTDOOR Line by line 20m² Premium 24 20m² + 8m² Premium 48 20m² + 8m² Combi Plus 420 20m² + 8m² Eyecatcher various / backlited billboards BOOMERANG Boomerang free postcards Face2Face A3 posters Change A3 posters Xchange Alarm Covers Oxygen A2 posters Hydrogen A0 posters B-Mat table mats B-Bock beer mats GUIDO Campus Posters 83 x 118 cm School Posters 83 x 118 cm Carrière Posters 83 x 118 cm Webpads mouse pads BRIGHTFISH Ci nePos ter 2m² CineStar banners AIR TERMINAL PUBLICITY Liège Airport various EUROMOBILE Mobile advertising various SPICYMOTION Mobile advertising various LIJNCOM Tram / Bus (De LIjn) various MEDIAFIELD POS and urban advertising various MEDIAEXPO Brussels Expo various BLOWUP BlowUp megaposters PHARMASCREEN POS advertising digital screens RAPID AFFICHAGE Guerilla/street marketing various HIGHCO SHELF SERVICE POS advertising various URBAN MEDIA Urban Media banners

31 plurimedia facts

Audiovisual

IP TV sales-house for RTL TVI, Club RTL, Plug RTL Radio sales-house for Bel-RTL,Contact, Nostalgie, Fun radio, Nostalgie VL, Topradio, Cherie FM Media Concept Radio sales-house for BRF1, BRF2, 100'5 Das Hitradio RMB TV sales-house for La Une, La Deux, Betv,AB3, VOO Foot and Télé Bruxelles Radio sales-house for La Première, Classic 21, Pure FM, Musiq3, VivaCité, NRJ and DH Radio Roularta TV sales-house for Kanaal Z / Canal Z RTVM TV sales-house for the 11 regional Dutch-speaking TV stations SBS Belgium Integrated TV sales-house for Vier and Vijf, Libelle TV, MTV (Fr & Du), TMF, MTV (Fr & Du), TMF, Nickelodeon (Fr & Du) and Discovery Channel Brightfish Sales-house for cinema advertising SUD Radio French-sp. private local radio station with integrated radio sales-house Media 13 TV sales-house for the 13 regional French-speaking TV stations Transfer TV sales-house for Njam!, Acht TV, National Geographic, Cartoon Network, Fox Life, Studio 100, Lacht, Dobbit TV and Canaal Z/Kanal Z (spot) VAR TV sales-house for één and Ketnet/Canvas Radio sales-house for Radio 1, Radio 2, Klara, Studio Brussel & MNM Medialaan TV sales-house for VTM, VTM Kzoom, 2BE JIM TV and Vitaya Radio sales-house for Q-Music and Joe FM Shareholding 2/3 RTL-Group ( 90,4% Bertelsmann + 9,6% public) RTL TVI 1/3 Audiopresse (Rossel, IPM, Vers l'Avenir) Shareholding Medialaan Vlaamse Media Holding (50% Roularta - 50% De Persgroep) Shareholding RTVM 1/3 Roularta 1/3 De Persgroup 1/3 Concentra

Channels which classical adversing is handled by a sales-house, but non spot adversing is covered by an integrated department

32 plurimedia facts

Ad Revenue of the Main Interlocutors

MEDIA Sales-house / Ad revenue group MDB 2014 /000 € Out of Home JCDECAUX 140.640 CLEAR CHANNEL 135.128 Dailies MEDIAHUIS CONNECT 308.048 ROSSEL ADVERTISING 134.817 PERSGROEP ADVERTISING 132.489 IPM ADVERTISING 93.346 MASS TRANSIT MEDIA 58.619 Magazines ROULARTA 87.273 SANOMA MEDIA 74.751 PERSGROEP ADVERTISING 24.283 IPB 23.288 EDITIONS VENTURES 15.701 Radio VAR 152.090 IPB 149.112 RMB 122.185 MEDIALAAN RADIO 98.572 Television MEDIALAAN TV 554.611 IPB 328.040 SBS BELGIUM 290.298 RMB 147.438 VAR 64.906 TRANSFER 37.896 Cinema BRIGHTFISH 37.833 Free Regional ROULARTA LOCAL MEDIA 39.262 Press GROUPE VLAN 28.583 ROSSEL ADVERTISING 11.780 MEDIAHUIS CONNECT 11.430 L'AVENIR ADVERTISING 11.401 CORELIO CONNECT 8.297 Internet MEDIAHUIS CONNECT 41.278 PERSGROEP ADVERTISING 41.214 MICROSOFT ADVERTISING 31.934 PEBBLEMEDIA 30.510 ROSSEL ADVERTISING 29.882

Source : MDB Nielsen 33 plurimedia facts

Audience Proﬁle of the Main Media Segments

Dailies Weeklies Dailies (only Dailies Weeklies Weeklie (Total (Total Reference period paper) (paper+pdf) (only paper) (paper+pdf) Brand) Brand) avg day avg day avg week avg week avg day avg week Coverage 12+ 48,2 50,9 58,9 76,8 77,2 78,7 Men 52,3 55,2 64,2 72,9 73,5 75,6 Female 44,2 46,8 53,8 80,4 80,7 81,6 PRP 48,3 50,7 58,4 78,7 79,1 80,3 SOCIAL GROUPS 1-2 50,4 54,6 66,2 78,6 79,1 81,3 3-4 51,5 54,5 62,4 78,4 78,7 80,1 5-6 48,0 50,2 57,5 76,4 76,9 78,2 7-8 42,9 44,2 48,8 73,7 74,0 75,0 AGE 12-14 31,4 33,0 37,3 66,2 66,6 67,9 15-24 45,2 50,2 59,8 71,8 72,7 75,8 25-44 44,1 48,4 60,2 72,0 72,7 74,7 45-54 49,8 52,0 60,5 77,1 77,4 78,7 55 and + 53,9 54,8 59,0 83,9 84,0 84,4 NIELSEN I 54,5 58,1 67,4 84,0 84,3 85,3 II 50,0 53,7 63,1 76,6 77,2 78,5 III Du 58,5 60,1 71,5 83,5 83,7 84,6 III Fr 47,9 49,3 53,8 70,7 71,2 72,9 IV 40,3 41,9 48,1 72,9 73,2 75,3 V 42,1 43,7 50,8 73,6 74,0 75,9 EDUCATIONAL LEVEL Never-primary 38,8 39,8 42,6 69,8 70,0 70,8 Secondary-low 45,1 46,7 52,4 74,2 74,6 75,9 Secondary-high 50,9 54,1 62,6 79,1 79,6 81,1 Vocational high 46,7 49,6 56,7 75,2 75,8 76,9 High school 51,8 55,9 67,8 81,3 81,7 83,5 University 54,4 58,1 70,4 79,0 79,5 81,8 HABITAT 5 main centres 46,4 48,7 55,5 73,1 73,6 75,4 43 urban localities 50,7 53,9 61,9 79,0 79,5 80,6 Secondary loc. & others municip. 48,1 50,9 59,6 78,0 78,3 79,7 PRESENCE OF CHILDREN with 41,6 45,4 56,1 71,7 72,3 74,1 without 51,0 53,3 60,1 78,9 79,3 80,7

Source : CIM 2014 (2)

34 plurimedia facts

M./Bi-M. M./Bi-M. M./Bi-M. Free sheets Free sheets Free sheets Cinema Reference period (only paper) (paper+pdf) (total brand) (only paper) (paper+pdf) (total brand) avg week avg period. avg period. avg period. avg week avg week avg week

Coverage 12+ 58,5 59,0 61,7 52,0 52,1 52,8 5,6 Men 51,8 52,5 56,2 49,3 49,5 50,3 5,7 Female 64,8 65,1 66,9 54,5 54,6 55,3 5,4 PRP 62,9 63,2 65,2 57,3 57,5 58,1 4,3 SOCIAL GROUPS 1-2 65,5 66,1 69,5 41,0 41,1 42,0 7,8 3-4 60,8 61,1 64,2 52,5 52,6 53,4 6,5 5-6 56,6 57,3 59,6 58,3 58,4 59,2 4,5 7-8 50,3 50,6 52,4 58,3 58,4 58,9 3,0 AGE 12-14 40,7 41,5 42,3 23,5 23,6 23,9 11,1 15-24 47,7 49,1 55,0 29,6 29,9 31,6 12,2 25-44 61,4 62,1 65,6 48,9 49,1 50,2 6,7 45-54 62,1 62,5 64,8 57,6 57,6 58,2 3,9 55 and + 60,4 60,5 61,4 64,0 64,0 64,2 1,9 NIELSEN I 62,6 63,2 65,5 55,6 55,6 55,9 5,0 II 57,6 58,1 60,6 44,4 44,5 44,9 5,7 III Du 59,7 59,8 61,8 41,7 41,7 42,1 5,0 III Fr 60,5 61,2 63,5 33,0 33,3 34,2 6,2 IV 56,3 56,6 60,0 57,5 57,6 58,7 5,2 V 54,8 55,4 58,5 69,4 69,5 71,0 6,1 EDUCATIONAL LEVEL Never-primary 43,9 44,4 45,1 49,1 49,1 49,5 4,1 Secondary-low 52,5 52,9 55,5 55,3 55,5 56,2 5,1 Secondary-high 60,8 61,2 64,3 55,0 55,1 55,8 6,0 Vocational high 56,5 57,2 59,9 58,2 58,5 59,5 5,0 High school 70,1 70,7 73,5 50,9 51,0 51,9 6,3 University 66,2 66,8 70,8 38,8 39,0 39,8 6,8 HABITAT 5 main centres 60,3 60,9 63,5 41,8 42,0 43,0 6,3 43 urban localities 60,6 61,1 63,3 57,0 57,1 57,7 5,4 Secondary loc. & others municip. 56,5 57,0 59,8 55,9 56,0 56,6 5,2 PRESENCE OF CHILDREN with 60,0 60,7 63,6 45,7 45,9 47,0 6,6 without 57,9 58,3 60,8 54,7 54,8 55,3 5,1

Source : CIM 2014 (2)

35 plurimedia facts

Restricons per Medium Type

Television VTM Vier La Une RTL TVI Press Outdoor Club RTL 2BE Vijf La Deux Plug RTL Price mention A A A A A A Children targeting A A P P P P Tobacco FFFFFF Medicines without prescrip. A A A A A V Medicines with prescrip. F F F F F F Alcohol under 10° A A A A A P Alcohol 10 to 20° A A A A A P Alcohol + 20° A A A A F P

Radio VRT RTBF Private Cinema stations Price mention A A A A Children targeting A A A A Tobacco F F F F Medicines without prescrip. V A A A Medicines with prescrip. F F V F Alcohol under 10° A A A A Alcohol 10 to 20° A A A A Alcohol + 20° A F A A

C O D E S Authorized A Forbidden F Restricted placing P Prior approval required V

television television

Parcularies

Dense cable television network : 96,5% 98,7% in the North 97,5% in the South Naonal coverage Heavy audiences compeon between private and public channels in the North Same situaon in the South, also impacted by signiﬁcant French overlap Average viewing me (2014) : Dutch-speaking of 15 years and + : 212 min /day French-speaking of 15 years and + : 244 min /day

Advantages

High emoonal impact and familiarity Power of persuasion in certain contexts Broad coverage on large key targets More and more interacvity

Evoluon

Television sll remains stable in terms of viewing me Audience measurement includes guest viewing since 1st January 2013 (data available since Sept. 2012) “TRANSFER” oﬀers a commercial package of several digital channels (Acht; Njam; Naonal Geographic North and South Cartoon Network North and South, Foxlife, Studio 100 TV, Dobbit TV) and they sll expect more channels in the future Even if the emergence of digital channels is a reality, the relevant set remains stable People sll like tradional channels Time-shi ed viewing data are available since 2010 and its growth remains limited : 7% in the North and 5% in the South (based on ATV Total day 15+) MTV FR/NL ,TMF, Libelle TV and TLC enter big Audimetry. More detailed data are now available Social TV and Connected TV emerge in Belgium Complementarity and supplementarity of TV and online are the key trends of 2015

39 television

Adversing Investments

Millions €

1.453,9 1.446,4 1.459,7 1.450,3 1.414,3

1.246,8 % OF TOTAL MEDIA 1.204,8 1.161,3 2004 43,7% 1.071,2 2005 41,1% 1.003,6 981,5 2006 37,4% 2007 37,6% 2008 38,1% 2009 39,3% 2010 40,8% 2011 40,5% 2012 40,1% 2013 39,4% 2014 38,5%

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Source : MDB Nielsen

Average Cost of a 30’’ Spot - 2014 (€)

AVERAGE VTM 2BE VIER VIJF Vitaya COST Peak time 9.678 2.362 3.910 1.269 863 Off-peak time 1.092 363 676 317 495 Total day 3.255 962 1.600 599 551

AVERAGE RTL Club Plug La La AB3 COST TVI RTL RTL Une Deux

Peak time 7.318 1.437 611 3.817 1.109 1.210 Off-peak time 1.186 316 288 592 232 570 Total day 2.914 690 394 1.352 446 711

South Peak me = 6.55 pm - 10.30 pm - North Peak me = 6.55 pm - 11 pm 40 television

Market Shares - January-December 2014 Monday-Sunday - 5 pm - 11 pm - Total Screen Usage

Total 15+

VCR+DVD Others 2,0% Ned 1 10,1% Others LA UNE Other: PLAY+Other 1,2% 10,8% 15,0% Sreen Usage 0,7% Other: PAY+DVR EEN Fr 2+3 4,9% 30,2% LA DEUX 12,0% TRANSFER 5,7% 1,1% VITAYA 3,2% VIJF NORTH TF1 SOUTH 3,6% 12,7%

RTL-TVI VIER VCR+DVD 20,3% 8,2% CANVAS 4,0% 8,4% Other: PLAY+OSU 2BE 1,4% 5,3% CLUB RTL Other: PAY+DVR 4,4% VTM AB3 8,0% BE 1 PLUG RTL 21,1% 3,2% 0,3% 2,2%

Source : Audimetrie CIM—TSU Live +6

* PRP : Principal responsible of purchase PRP* 18-54

Others Others LA UNE 10,4% 8,5% VCR+DVD Ned 1 11,6% 3,5% 0,7% Fr 2+3 EEN 7,0% Other: PLAY+OSU 21,2% LA DEUX 1,4% 5,2% Other: PAY+DVR 6,3% TF1 TRANSFER 15,9% 1,4% NORTH SOUTH RTL-TVI VITAYA CANVAS 20,9% 3,2% 7,0%

VIJF 4,2% VCR+DVD 5,8%

VIER Other: PLAY+OSU CLUB RTL 10,7% VTM 2,2% 4,8% 22,9% PLUG RTL 2BE Other: PAY+DVR BE 1 AB3 3,2% 7,1% 9,9% 0,4% 4,6% 41 television

Evoluon of Gross Cost/GRP Base : 30’’ - 1 Spot per Block

Total 15+

NORTH SOUTH

Euro Euro 1.250 1.250

1.050 1.050

850 850

650 650

450 450

2013 2014 2013 2014 250 250 JFMAMJJASOND JFMAMJJASOND

Source : Audimetrie CIM—All Day 2013-2014 : North : VTM+2BE+Vier+Vijf+Vitaya Live+6 without guest South : La Une+La Deux+RTL+Club+Plug+AB3

PRP 18-54

NORTH SOUTH

Euro Euro 1.250 1.250

1.050 1.050

850 850

650 650

450 450

2013 2014 2013 2014 250 250 JFMAMJJASOND JFMAMJJASOND 42 television

C/000 Contacts € (gross)

Total 15+ C/000 contacts € Total day* Base 30" North : 2013 20,2 VTM, 2BE, Vier, Vijf, Vitaya 2014 20,4 South : 2013 16,8 La Une, La Deux, RTL, Club RTL, Plug RTL, AB3 2014 17,3

*Live+6 without guest

Audience Curve (TSU) : Belgium North | South - Rang %

60 NORTH SOUTH

0 2 am 3 am 4 am 5 am 6 am 7 am 8 am 9 am 2 pm 3 pm 4 pm 5 pm 6 pm 7 pm 8 pm 9 pm 1 pm 10 am 11 am 12 am 10 pm 11 pm 12 pm 13 pm

Total Screen Usage - Total 15+ - 2014 - Live +6 Source : Audimetrie CIM

43 television

Comparison of Main TV Channels

Acht - Njam VTM Vier - Vijf National Geographic N/S NORTH 2BE Nickelodeon N/S Eén Disney Chanel Cartoon Network N/S VTM KZOOM Discovery Channel Ketnet/Canvas FoxLife - Studio 100 TV Vitaya MTV N&S - TMF Dobbit TV Advertising SOURCES OF INCOME Advertising Advertising State Grant Advertising Advertising Sponsoring Fox International channels SHARE Persgroep Flemish De Vijver Disney Channel (Benelux)/ Part of News HOLDING Roularta Community Corpora ti on

Commercial Commercial Non comm. or Commercial Commercial Non comm. Non comm. public interest Non comm. Non comm. MAIN TYPES OF ADVERTISING Regional Regional Sponsoring (exclus. Regional Regional Sponsoring Sponsoring partner-contract) Sponsoring Sponsoring Bartering Bartering Bartering Bartering

AUTHORIZED ADV. 12 min/hour 12 min/hour 12 min/hour 12 min/hour not authorized BROADCASTING TIME daily average daily average daily average daily average

INTERRUPTION BY authorized authorized not authorized authorized authorized COMMERCIALS The Walt Disney SALES-HOUSES Medialaan SBS Belgium VAR Transfer Compa ny

Vier : ± 334 Acht : ± 249 VTM : ± 290 Vijf : ± 289 Njam : ± 177 NBR OF BLOCKS AVAILABLE/ 2BE : ± 253 Eén : ± 54 Disney Channel N : ± 134 Nickelodeon N/S: ± 218 National Geographic: 341 WEEK Vitaya: ± 385 Ket/Can : ± 30 Disney Channel S : ± 96 Nick JR: ± 202 Cartoon Network: 186 VTM Kzoom: ± 168 Discovery Channel: ± 247 FoxLife: 115

UNIVERSE 01/01/2014 4 year and + : 5.937.005 individuals 15 year and + : 5.157.607 individuals PRP 15+ : 3.312.236 individuals REACH Audimetrie S.A. MEASUREMENTS

44 television

SOUTH RTL TVI La Une Club RTL La Deux BeTV AB3 Plug RTL

Advertising Advertising SOURCES OF INCOME Advertising Advertising State Grant + Subscriptions +

SHARE Audiopresse French Community Tecteo AB Group HOLDING RTL-Group

Commercial Commercial Commercial Commercial Non comm. Non comm. Non comm. Non comm. MAIN TYPES OF ADVERTISING Regional Regional Regional Regional Sponsoring Sponsoring Sponsoring Sponsoring Bartering Bartering 12 min/hour (daily AUTHORIZED ADV. 12 min/hour (daily 12 min/hour (daily 12 min/hour (daily average) between 7pm & BROADCASTING TIME average) average) average) 10pm max 30 min INTERRUPTION BY authorized Depend on the context authorized authorized COMMERCIALS

SALES-HOUSES IP RMB RMB RMB

RTL : ± 359 La 1 : ± 290 NBR OF BLOCKS AVAILABLE/ Club : ± 268 La 2 : ± 300 BeTV : ± 41 AB3: ±201 WEEK Plug : ± 191

UNIVERSE 01/01/2014 4 year and + : 4.404.000 individuals 15 year and + : 3.796.437 individuals PRP 15+ : 2.393.758 individuals REACH Audimetrie S.A. MEASUREMENTS

Spot Length Index

Spot length 5" 10" 15" 20" 25" 30" 35" 40" 45" 50" 55" 60" index VMM - 50 70 85 95 100 115 130 145 160 170 180 SBS Belgium 40 50 70 85 95 100 115 130 145 160 170 180 RMB 35 50 70 85 95 100 115 130 145 160 170 180 IP 35 50 70 85 95 100 115 135 150 165 185 200 45 television

Cost and Reach

BUDGET BASE PERFORMANCES 2013 € Television Tot.15+ (Audimetrie CIM) South : 246 GRP cost/GRP 30" 133.892 115 spots = 619 59% x 4,2 OTS North : 259GRP cost/GRP 30" 228.588 132 spots = 1026 59,9% x 4,3OTS

Buying and Cancellaon Condions

MATERIAL BOOKING CANCELLATION % CHANGE DELIVERY

IP *D+4 12 weeks 0%5 working days before *D+4 Working days 12-10 weeks 5% 10-8 weeks 10% 8-6 weeks 25% 6-4 weeks 50% <4 weeks 100%

RMB *D+7 12 weeks before 0%7 working days before *D+7 Working days 12-8 weeks 15% 8-6 weeks 25% 6-4 weeks 50% 4-2 weeks 75% <2 weeks 100%

Medialaan *D+4 90 days before 5%Spot: 3 working days before *D+4 Working days 90-60 days before 50% Billboard: 5 working days before <60 days before 100%

SBS *D+4 <30 days before 30%5 working days before *D+4 Working days <2 weeks before 100%

* Depending on the availabilities of the channels 46 online video

Belgian surfers are spending more and more me watching online video content (increase of daily consumpon from 34’ to 42’ for heavy viewers) and 80% of surfers are regularly watching said content - as shown by the second wave of the VINK study (February 2014). Laptops have taken over as the main device used for watching said content (56%) with desktop now being second (54%), followed by tablets (25%), smartphones (17%) and connected TVs (8%).

The oﬀer is ever-growing in Belgium (whether it is content aggregators such as YouTube or DailyMoon, RTB video networks or local publishers) and the market is adapng to those new opportunies for adversing (brands are building spots speciﬁcally for online placements, playing with the noon of skipability, placing CTA and pack shots at the beginning, etc.).

There is a major diﬀerence to be made when working with online video, as it can be either In-Ad or In- Stream. The In-Stream video planning brings online closer to TV, with an extended content selecon. Both methods have very diﬀerent KPIs. While the In-Ad brings you a wide range of video metrics (number of plays, pause, sound acvaon, etc.), it also has its negave points (sound has to be user generated, it is quite expensive when it comes to adserving). The In-Stream however already has sound on, is presented in an audiovisual environment, and allows the use of interacve spots.

Online video is all about content markeng (an umbrella term encompassing all markeng formats that involve the creaon and sharing of content in order to engage current and potenal consumer bases) using various screens in synergy. A good example is addional content from a TV show made available only online and promoted via the main screen.

There is even more convergence with mobile devices and social media applicaons allowing audiences to comment, vote for and share their favorite audio-visual content. The success of a show will also be expressed by the amount of tweets and comments generated on social media plaorms (this is the noon of Social TV).

TV industry is facing crical stakes that will certainly inﬂuence the way we recommend it. These issues may lead to structural as well as behavioral changes. Some maers are immediate (me shi ed and acve viewing) while others are long-term oriented such as portable TV.

The convergence is changing our way of working from TV planner to content planner. The linear oﬀer is completed with Internet & Mobile possibilies (multasking). The acve picking consumpon leads to beer memorizaon if well planned.

47 online video

Online video consumpon Non User Light Medium Heavy

21% 18% 21% 19% 21% 26% 27% 30% 33% 37%

24% 20% 22% 25% 25% 27% 28% 31% 28% 30% 28% 28% 27% 34% 30% 28% 28% 22% 28% 26% 29% 29% 31% 24% 25% 20% 17% 17% 12% 7%

Total South North Men Women 15-34 35-54 55-70 SG 1-4 SG 5-8

Share of TV versus online video

Share of TV Share of online video TV consumption (min)

100% 210

17% 14% 90% 19% 20% 17% 19% 20% 21% 190

80%

170

70%

150 60%

50% 130 min

83% 86% 40% 86% 80% 83% 81% 80% 79% 110

30%

20%

70 10%

0% 50 Total South North Men Women 15-34 35-54 55-70 48 Source : VINK wave 2 (Feb ‘14) online video

Where do surfers go to ﬁnd video content ?

Content Aggregators 87%

News Websites 53%

Social Networks 43%

TV Channels Websites 43%

Specialized Websites 10%

Streaming Websites 12%

Others 1%

Type of content surfers are watching

User generated content 67%

News/Infos 60%

Video clips 57%

Movies/Series Trailers 49%

Reportages/Magazines 30%

Fims/Series 29%

Sports 26%

Entertainment shows 25%

Advertising 17%

Video Games Trailers 10%

Others 1% Source : VINK wave 2 (Feb ‘14) 49 online video

Watching live online broadcast

30%

45% 46%

No Never 36% Yes, rarely

27% Yes, occasionally 35% Yes, often

25% 23% 14%

8% 5% 4% All South All North Heavy (national) Source : VINK wave 2 (Feb ‘14)

Note : these charts are a sample of VINK’s latest wave (Feb ‘14). For the complete study, do not hesitate to ask the broadcast or the digital department.

radio radio

Parcularies

Radio consumpon remains rather stable (potenal reach and ‘ATL’) since 2006 High consumpon rates during the day : - 74% of the 12+ listen every day (Daily Reach) and 88% on weekly basis - Average listening me : of more than 4 hours / day Dutch speaking of 12+ : 274 minutes / day French speaking of 12+ : 210 minutes / day (Source : CIM Radio Survey W 2014 1/2/3 , 5:00 - 29:00, Monday-Sunday) Radio SOV is increasing year a er year, and with almost 14% SOV (2014), Belgian Radio is in the European top Since 2002, one-sourced study for Radio (CIM) Stability in measurement. Since 2011: the CIM Study remains the reference with more ﬂights per year (3)

Advantages

Mass medium, important potenal coverage Traffic builder, acvaon medium suitable for events, promoons, call to acon,… Affinity on many target groups Complementarity with all media (visual/concept transfer) The Power of Sound (audio logo) Flexible planning Low producon costs Low fragmentaon Possibility of high repeon to generate TOM awareness Medium of topicality and informaon (real me informaon and entertainment) Possibility of local use Reach people everywhere, available on different plaorms Reach people all day, and at consumpon moments Reach acve people Radio adversing points the way to the web

52 radio

Evoluon

In the North - Commercial staon Q-Music (launched in 2001) is market leader on interesng target groups such as ‘Main Shoppers’, ‘T 18-54’ and the youngsters (T 15-34). Shortly followed by Studio Brussel which is more selecve on higher social classes. Q-Music outperforms the public staons MnM (formerly called Radio Donna) and Radio 2 (which had the monopoly in the North unl 1999) considerably on these target groups, but Radio 2 is sll market leader on T 12+ - In May 2007, VMMa bought 4FM and later changed the format into a ‘news/music (‘70-’80-’90) staon 4FM became Joe FM on April 1st 2009 - In March 2008, we welcomed a new competor in the North; ‘Nostalgie’ via the frequencies of the following regional staons : Mango (West-Vlaanderen), Antwerpen 1 (Antwerp), Go Gent (Oost- Vlaanderen) and Contact Vlaams Brabant (Brabant). Even with the frequency of FM Limburg missing, the staon believes in a strong naonal coverage and targets adults via ‘up tempo’ hits of the 70-80 and 90ies - Since January 2009, Radio Donna is called MnM (Music and More). Not only the name but also the music plaorm and programs changed. The goal is to gain market share on Q-Music. It is a fact that the growth of competors in the North increased the quality of the radio staons !

In the South - 2004 : RTBF (public) launches a remodeling of its radio staons (‘Magellan-plan’): Fréquence Wallonie and BXL Capitale merge in ‘Vivacité’ (generalist); and Radio 21 (musical) splits into Pure FM (young target) and Classic 21 (older target) - 2007 : Start of a new staon by RTL (private) : Mint, but ends in 2008 because of the new frequency plan - End 2008 : new frequency plan - 2014 : Twizz (launched in 2010) changes its name and becomes DH Radio - More and more compeon on content and on star speakers

Increasing ... - Quality as a consequence of higher compeon between radio staons (content, events, interacvity…) - Importance of special acons / events - Demand from adversers for non-tradional formats and sales houses are looking for extra income - Revenues and SOV (>13,9%, second in European context) - Of short formats 5 and 10’’ due to increasing share of buying in packages - Listening via Internet (but mainly on the radio’s websites) 53 radio

Adversing Investments

Millions € 522,0 484,7 465,7 445,2 % OF TOTAL MEDIA 399,0 375,5 377,2 2004 11,0% 357,7 2005 12,1% 327,0 2006 11,4% 289,4 2007 12,2% 252,6 2008 11,9% 2009 11,3% 2010 11,5% 2011 12,4% 2012 12,9% 2013 13,1% 2014 13,9%

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Source : MDB Nielsen

Audience Curve : Belgium North|South Source : CIM Waves 2014 1/2/3 Average Rang (000) - 12+ Monday-Sunday, 5 am - 10 pm

2.000

1.800

1.600

1.400

1.200

1.000

800

600

400

200 North South

0 540500-0530 0530-0600 0600-0630 0630-0700 0700-0730 0730-0800 0800-0830 0830-0900 0900-0930 0930-1000 1000-1030 1030-1100 1100-1130 1130-1200 1200-1230 1230-1300 1300-1330 1330-1400 1400-1430 1430-1500 1500-1530 1530-1600 1600-1630 1630-1700 1700-1730 1730-1800 1800-1830 1830-1900 1900-1930 1930-2000 2000-2030 2030-2100 2100-2130 2130-2200 radio

Average Cost of a 30’’on the Naonal Radio Staons

AVERAGE COST 30" € Wave 2014-1+2+3 Total day Peak time Monday-Sunday Monday-Friday Bel RTL 440 1.083 Classic 21 289 506 Contact FR 550 1.288 Fun Radio 173 272 La Première 228 532 Musiq'3 152 169

SOUTH Nostalgie FR 300 503 NRJ 303 508 Pure FM 141 194 DH Radio 24 38 VivaCité 343 705 Joe FM 289 518 MNM 588 822 Nostalgie NL 295 435 Q-music 744 1.645 Radio 1 885 1.622 NORTH Radio 2 813 1.014 Studio Brussel 1.181 1.400 CIM Waves 2014 1/2/3 Peak me = 6 am - 9 am + 4pm - 6pm TopRadio 88 143 Total Day = 5:00-29:00

Duraon Index

Duration 5" 10" 15" 20" 25" 30" 35" 40" 45" 50" 55" 60" indexes VAR n.a. 50 70 80 95 100 115 130 145 160 170 180 MEDIALAAN n.a. 50 70 80 95 100 115 130 145 160 170 180 IP 50 60 70 80 95 100 115 130 145 160 170 180 RMB 50 60 70 80 95 100 115 130 145 160 170 180

55 radio

Audience Shares - CIM Radio Survey - Waves 2014 1/2/3 Fieldwork : January - December 2014

NORTH 12+ - Monday - Sunday - 5:00-29:00 Universe : 5.449.684 ind.

Others Joe FM 11,3% 8,4% TopRadio 1,1% Nostalgie NL Q-music 5,9% 14,8%

Studio Brussel 13,2% Radio 1 7,8%

MNM 9,4% Radio 2 28,1%

NORTH 12+ - Monday - Friday - Drive Time Universe : 5.449.684 ind.

Others Joe FM TopRadio 10,6% 7,7% 1,0%

Nostalgie NL Q-music 5,5% 15,0%

Studio Brussel 13,0% Radio 1 10,0%

MNM 9,6%

Radio 2 27,6% 56 radio

Audience Shares - CIM Radio Survey - Waves 2014 1/2/3 Fieldwork : January - December 2014

SOUTH 12+ - Monday - Sunday - 5:00-29:00 Universe : 4.096.548 ind. Others 12,2% Bel RTL Pure FM 14,0% 3,0% Fun Radio 3,5% Classic 21 8,8% La Première 6,9%

Musiq'3 2,0% VivaCité NRJ 13,9% 7,5%

DH Radio 0,4% Contact FR Nostalgie FR 15,1% 12,7%

SOUTH 12+ - Monday - Friday - Drive Time Universe : 4.096.548 ind.

Others Pure FM 10,6% Bel RTL 2,9% 17,1%

Classic 21 Fun Radio 8,1% 2,8% La Première 9,5% VivaCité 13,6% Musiq'3 1,7% DH Radio 0,3% NRJ 7,8% Nostalgie FR 10,9% Contact FR 14,7% 57 radio

Costs and Reach

Cost BASE PERFORMANCES 2014 (€) Radio Total Waves 2014 1/2/3 South : main stations ± 250 spots 115.000 507 GRP (54% x 9,4OTH) North : main stations ± 190 spots 150.000 596 GRP (55% x 10,8 OTH) Based on min 50 ins/50GRP/20% reach campaign on 12+

Buying and Cancellaon Condions

MAT. BOOKING CANCELLATION CHANGE DELIVERY RMB 1 month 8-12 weeks : 15% 5 working Without period change : 6-8 weeks : 25% days 5 working days 4-6 weeks : 50% With period change : 2-4 weeks : 75% 20 working days < 2 weeks : 100% VAR 3 weeks + 8 weeks : 5% 5 working Without period change : 4-8 weeks : 50% days 7 working days < 4 weeks : 100% With period change : 20 working days IP 5 weeks 8-12 weeks : 5% 5 working With period or channel 6-8 weeks : 25% days change : 20 working days 4-6 weeks : 50% 2-4 weeks : 75% < 2 weeks : 100% MEDIALAAN 3 weeks 8 weeks: 5% 4-8 weeks: 50% < 4weeks: 100%

cinema cinema

Parcularies

Naonal, regional and/or local coverage Selecve on young target groups, upper social classes and urban areas Recent technical developments : Escape (Kinepolis Brussels and Antwerp)

Advantages

Strong persuader High demonstraon capacity High aﬃnity on young people and urban environments Opmal visibility and memorizaon : 75% of Beta-factor

Evoluon

Growing interest for "oﬀ screen" presence in mulplexes : sampling, events, brand acvaon Increase of the digital equipment (100% of the naonal Cinepark) 3D adversing opportunies (only during 3D movies show) Higher proporon of ad investments in Europe but rather low in absolute terms …

Tempos

TempoCine Park123456789101112 Full Half-park 1xxxxxxxxxxxx Half-park 2xxxxxxxxxxxx Half Half-park 1 x x x x x x Half-park 2 x x x x x x

Possibility to opmize campaign in funcon of the seasonality of your brand, the media mix, school holiday, parcular ﬁlm releases, … Pack 12 ﬂex = 12 acve weeks within a period of 24 weeks. Discount of ± 30%. (see examples of schedule p.63

61 cinema

Adversing Investments

Millions € 37,7 37,8

33,0 % OF TOTAL MEDIA 2004 1,1% 30,9 2005 1,2% 29,7 2006 1,0% 28,8 2007 0,8% 26,8 2008 0,8% 26,0 25,7 2009 0,8% 25,0 24,6 2010 0,7% 2011 0,9% 2012 0,9% 2013 1,0% 2014 1,0%

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Source : MDB Nielsen

Buying Key Data

CINE PARKS SCREENS COST 30" € Cine Park Brussels 92 12.060 Cine Park Antwerpen 45 6.710 Cine Park Gent 22 2.890 Cine Park Charleroi 14 1.800 Cine Park Liège 21 2.760 Cine Park 5 Main Cities 194 26.220 Cine Park Dutch Localities 143 13.790 Cine Park French Localities 88 6.680 Cine Park Dutch+French Localities 231 20.470 Cine Park National 425 38.950

Rates 2015 per week as of January - Base 100

62 cinema

Pack 12 Flex - Examples of Schedule Tariff -30% week 1 2 3 4 5 6 7 8 9 101112131415161718192021222324 Pack 12 FlexPairxxxxxxxxxxxx Half Tempo Unpair x x x x x x x x x x x x Pack 12 FlexPairxxxxxxxxxxxx On-OffUnpairxxxxxxxxxxxx Pack 12 Flex Pair x x x x x x x x x x x x Creative MixUnpairxxxxx xxxxxxx

Base 30’’ - Naonal universe - Full Tempo Possibility to opmize in funcon of the ﬁlm releases / seasonality of your brand, the media mix, school vacaon...

CineBumper 2015

Weeks Cost / week 2-7 / 9-12 / 22-25 13.600 € 8 / 13 / 17-21 / 26-42 17.000 € 1 / 14-16 / 43-52 20.400 €

Naonal - full tempo - aer the adversing block - link with ﬁlm industry is necessary

63 cinema

“Oﬀ Screen” (via Brighish)

CinePoster : 2m², synchronised scrolling, 3 national networks 237 billboards, apposition duration = 14 days Rate : 33.000 € (national) CineStar : Megaposters outside and inside the main multiplexes Various formats available Tariff : on demand Events : Tailor-made events, avant-premières, animations, EuroCiné 27, Opera in de Cinema, La nuit des publivores, Nesquick Magic Sundays, Ladies @ the Movie, Formule 1, World Cup, Films Days, ... Promotions : Sampling, promotional activities in entrance hall and/or inside the cinema rooms

Costs and Reach

PERIOD COST PERFORMANCES BASE weeks n° 2015 (€) 30'' / 1 WEEK / NATIONAL spot 30'' / CinePark National Tot. 12+ 5,5 % x 1,2 OTS 80% 2-7 / 9-12 / 22-25 31.160 Tot. 15-24 12,8 % x 1,3 OTS 100% 8 / 13 / 17-21 / 26-42 38.950 Tot. 15-34 10,2 % x 1,2 OTS 120% 1 / 14-16 / 43-52 46.740 Tot. 15-54 SG 1-2 8,4 % x 1,2 OTS

Source : CIM 2013-2014 Atelier Cinema Buying and Cancellaon Condions

BOOKING CANCELLATION MAT. CHANGE DELIVERY 1 month minimum 11-16 weeks : 30% 3 weeks + 10 weeks : depending 10 weeks and less : 15 days (final on availability impossible copies) - 10 weeks : impossible

Duraon Index

15" 20" 25" 30" 35" 40" 45" 50" 55" 60" 65" 70" 75" 80" 85" 90" 70 85 95 100 115 130 145 160 170 180 190 200 210 220 230 240 64

newspapers newspapers

Parcularies

The strongest medium to reach a maximum of people in one day (>50%) Geographical characteriscs : regional strongholds

Advantages

Fast acon Naonal or regional coverage Information and argumentation in an environnement NewsMedia creavity Possibility to communicate through the concept of Total Brands (paper-Tablet-Mobile-websites) : win of coverage, repeon & impact Top Topicals : ads referring to a speciﬁc event with huge discounts & impact

Evoluon

Maintaining good performance > 50% reach every day Always the core of the news! The net /paid circulaon remains very important (± 1.500 mio issues/day) The part of digital sales represents 5% of the sales ( De Tijd & L’Echo >30%)) More & more cross-media projects in Total News Brands ( PNU Touchpoints, Tango, NP News,…)

67 newspapers

Adversing Investments

Millions € 802,6 767,8 747,5 761,2 736,7 730,3 745,0 701,5 % OF TOTAL MEDIA 592,6 2004 23,1% 531,1 2005 24,8% 2006 24,5% 471,7 2007 24,2% 2008 23,3% 2009 23,0% 2010 22,1% 2011 21,2% 2012 20,7% 2013 21,7% 2014 21,9%

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Source : MDB Nielsen

Cost/000 of the Main Dailies in €

226

189

78 76 68 67 57 55 51 48 46 51 40 41 36 34 37 LLB BvL Tijd HLN HNB GavA South North L'Echo Le Soir Le Morgen Metro F L'Avenir Metro D Standaard Sud Presse Sud La DH/Sports La 68 Base: rates 2015 1/1 p. 4C, CIM ‘13-’14 (2), Tot. 12+ newspapers

Newspapers : Geographical Audiences Split Others Tijd 2% Morgen 3% 7% GVA 30% GVA Tijd Others Metro NL 3% 2% 3% 8% Morgen 6% Standaard Tijd Others Standaard Antwerpen 3% NB 9% Morgen Others Morgen 3% 9% 34% 3% 5% 5% Oost- Metro NL Vlaanderen 5% Metro NL Metro NL Standaard 7% 9% NB NB HLN 5% BVL 38% 13% 28% 62% West- NB Standaard Vlaanderen 7% 9% Limburg HLN 30% HLN HLN 39% 13% Antwerpen Oost Vlaanderen West Vlaanderen Limburg Brabant DU BRU 19

Others Others Others HLN Echo 8% 4% 13% Metro NL 2% 5% 2% Soir Soir Echo Others Sud Presse HLN LLB Sud Presse Metro FR 18% 4% 1% 1% 5% 5% 8% 30% 31% Metro FR Metro FR LLB 5% 8% LLB Brabant Bruxelles 11% Brabant 9% Morgen DU Sud Presse 19 FR 6% DH 47% Metro FR 12% 23% Liège Standaard L'Avenir 8% DH 15% 19% Soir Metro NL NB Soir 22% 9% 24% DH 11% 19% L'Avenir 15% Brabant FR

Hainaut Liège

LLB Echo Others 3% 2% 3% Namur

Soir Sud Presse 10% 40%

OthersO L'Avenir Hainaut LLB 6% L'Avenir 14% 4% 47% MetroMetro FR Luxembourg 7%

DH Metro FR Echo Others 10% 13% LLB DH 2% 1% LuxembourgLux 15% 4% Soir SoirSoir 8% 7%

Sud Presse L'Avenir Sud PressPressee 16% Namur 45% 19%

Source : CIM ‘13-’14 (2)- Tot. 12+ DH 12%

Metro FR 69 12% newspapers

Commercial oﬀers :

NP deals (de Persgroep Advertising + Rossel Advertising + IPM Advertising + Mediahuis Connect) # insertions 1 NP Cover* NP Top Top NP Coupon** 3 5 Target 18/54 SG 1/4 46,7% X 1,4 ots 46,7% X 1,4 ots 46,7% X 1,4 ots 46,7% X 1,4 ots 61,8% X 3,2 ots 67,4% X 4,8 ots

65 GRP 65 GRP 65 GRP 65 GRP 196 GRP 327 GRP

Contacts 12+ 5.759.885 5.759.885 5.759.885 5.759.885 17.279.655 28.799.425

155.000 99.000 99.000 350.000 375.000 1/1 Fc c/000 12+ 27 17 17 20 13

130.000 325.000 350.000 Art 750 FC c/000 12+ 23 19 12

105.000 260.000 280.000 Art500FC c/000 12+ 18 15 10

180.000 200.000 Art250FC c/000 12+ 10 7

230.000 250.000 Acc 94 FC c/000 12+ 13 9

99.000 Acc 50 c/000 12+ 17

99.000 App 400 c/000 12+ 3

* NP Cover = banner on page 1 ** NP Coupon = for FMCG : 1/1 FC with discount voucher for 1 free product + 1 pavé on page 1

NPNews The NP Total Brands package on 1 day

CONTACTS PRICE Paper (incl digital versions) 5.739.885 € 123.400 Web+Mobile 3.500.000

PERFORMANCE : 18/54 SG 1/4 60,4 % X 1,8 OTS = 106 GRP

FORMATS PAPER WEB SMARTPHONE Half Page Digital half page Halfpage, Medium Rectangle, Splash

70 newspapers

General Characteriscs

Rate 2015 Contacts 12+ (paper+pdf) Net Cost Cost/Contact Art. 1000 FC in € CIM '13-'14 (2) circul. (*) Reach/000 € weekly Week Saturday '000 % by region 2014 week circul. DUTCH SPEAKING Laatste Nieuws /Nieuwe Gazet € 43.900 € 47.000 1.244 22,2% 287.648 35 0,15 Nieuwsblad/Gentenaar € 42.250 € 44.365 1.035 18,6% 256.786 41 0,16 De Standaard € 27.500 € 30.940 361 6,4% 102.153 76 0,27 Gazet van Antwerpen € 22.536 € 23.660 400 7,3% 92.964 56 0,24 Belang van Limburg € 20.135 € 21.140 369 6,8% 95.913 55 0,21 De Morgen € 15.900 € 19.900 244 4,3% 54.945 65 0,29 De Tijd € 21.900 € 25.200 119 2,1% 40.960 185 0,53 FRENCH SPEAKING Sud Presse € 23.511 € 23.511 695 14,3% 98.282 34 0,24 L'Avenir € 19.700 € 19.700 426 10,1% 87.001 46 0,23 La Dernière Heure/Les Sports € 19.987 € 19.987 420 9,9% 48.164 48 0,41 Le Soir € 26.619 € 26.619 399 9,1% 70.991 67 0,37 La Libre Belgique € 12.700 € 12.700 167 3,8% 37.458 76 0,34 L'Echo € 13.700 € 15.750 62 1,4% 16.341 220 0,84 NATIONAL Metro (Fr + Du) € 23.875 - 834 8,5% 199.508 29 0,12 GERMAN SPEAKING Grenz Echo (German) € 4.149 € 4.149 na na 10.980 na 0,38 Source: CIM (*) Net Circulation: Total measurable+digital sales

Performances (CIM ‘13-’14 (2) - Tot. 18-64 - SG 1-4)

5 X 1/1 FC in NP (IPM Adversing, de Persgroep Adversing, Mediahuis Connect, Rossel adversing) + Metro Budget 2015 : 415.750 € - 5 inserts 1/1 FC - Coverage : 75,4 % - Average OTS : 5.3 - GRP’s : 400

Buying and Cancellaon Condions

MAT. BOOKING CANCELLATION CHANGE DELIVERY

1-2 day(s) 1-2 day(s) 1 day 1-2 day(s) 71 newspapers

Dutch Dailies

Average Social group 1

2 De Tijd De Standaard De Morgen

Metro 3

HLN 4 34 36 38 40 42 44 46 48 50NB 52 54 56 GVA Average Age BVL

PAPER + DIGITAL 6 Source CIM '14/2 French Dailies

2 Average Social group L'Echo

La Libre

Le Soir 3

Metro La DH 4

34 36 38 40 42 44 46 48 50 52 54 56 L'Avenir

Average Age Sud Presse

PAPER + DIGITAL

6 72 Source CIM '14/2

magazines magazines

Parcularies

Very strong medium to reach a maximum of people Ideal to reach speciﬁc targets in the right context with high-level content

Advantages

Diﬀerent types of magazines (weeklies, monthlies, lifestyle supplements, by sector/center of interest, by target, B2B or large public, … Determinaon of target groups via socio-demographical criteria Useful to maintain contacts Low starng price, low cost/000 Editorial context involving readers Magazines are not for free ! Proacve behaviour of the readers is a value Magazines = generate conﬁdence / emoon / need to share with their readers like a ‘love story’ between readers and the magazine, there are strong interesng relaonships Magazine = media of passion The market is wide and varied, and divided between many sales houses High coverage with several contacts by reader (Coverage+OTS)

Evoluon

Circulaon & readership are in a slow declining but every year there are launches or re-li ings. The medium magazine is in constant evoluon The decrease of adversing in magazines increases the impact (bigger share of voice) Creavity, community acvaon, content markeng & nave adversing available Only few app’s available Limited cross acon Paper-websites

75 magazines

Performances (CIM ‘13-’14/2 - Tariﬀs ‘15)

PRP 18-54 - SG 1-4 : 1/1 4-colour page Budget 2015 : ± 300.000 € - Net coverage (1+) : 76% - Coverage (3 OTS+) : 52% - Average OTS : 4,3 - GRP : 325

Source : CIM

Adversing Investments

Millions € 300,7 299,9 296,6

286,6 281,7 281,9 280,4 274,0 % OF TOTAL MEDIA 2004 12,3% 262,6 258,0 2005 11,8% 256,5 2006 10,0% 2007 9,7% 2008 9,5% 2009 8,9% 2010 8,6% 2011 7,6% 2012 7,3% 2013 7,0% 2014 6,8%

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Source : MDB Nielsen

76 magazines

General Characteriscs

MAGAZINENet Circ.(only Rate '15 #contacts Cost/ Cost/ controlled by the CIMpaper) Frequ. Lg 1/1 p. FC Tot.12+ 000 contacts Net circ. except the B2B* 2014 € /000 € € News CIM 2014/2

Data News (Fr+Du) 20.891 MD/F8.250 50 166 0,39 Humo 115.722 WD11.420 591 19 0,10 Knack Magazine 100.499 WD11.600 480 24 0,12 Krant van West - Vlaanderen 69.935 WD10.637 449 24 0,15 Moustique 62.886 WF4.900 287 17 0,08 Paris Match 42.292 WF5.400 378 14 0,13 Public 14.149 WF2.600 150 17 0,18 Soir Magazine 55.606 WF3.085 352 9 0,06 Trends + Trends/Tendances 43.377 WD/F9.950 241 41 0,23 Vif/Express 63.475 WF8.900 398 22 0,14 Newspapers supplements Citta 101.016 WD8.125 187 43 0,08 DS Weekblad 110.380 WD8.400 311 27 0,08 De Morgen Magazine 70.038 WD7.300 252 29 0,10 De Standaard Magazine 110.954 WD8.900 333 27 0,08 Deuzio 87.658 WF4.200 151 28 0,05 Fan ! 265.632 WD9.100 354 n.a. 0,03 Netto / mon Argent 64.377 MD/F11.800 107 111 0,18 Het Nieuwsblad Magazine 265.542 WD9.100 571 16 0,03 Nina 308.376 WD9.100 538 17 0,03 Sabato (Du+Fr) 60.819 WD/F11.800 86 137 0,19 Sjiek 100.051 WD4.935 265 19 0,05 TV News 170.792 WF4.900 183 27 0,03 Victoire 72.184 WF7.500 127 59 0,10 Hobbies/Special interest Ambiance Culinaire/Culinaire Ambiance 18.632 MD/F5.250 120 44 0,28 Bozar Agenda 30.730 MD/F4.515 n.a. n.a. 0,15 Dimanche 25.866 WF2.592 67 39 0,10 Eos Magazine 25.619 MD5.250 260 20 0,20 Focus Knack 100.499 WD6.100 275 22 0,06 Focus Le Vif 63.475 WF4.700 137 34 0,07 Grande (Du) 5.438 MD2.450 88 28 0,45 Grande Ontdek Frankrijk 3.391 TD1.471 n.a. n.a. 0,43 Grande Ontdek Italië 2.562 TD1.471 n.a. n.a. 0,57 Guido Magazine 53.601 5/year D/F 4.695 n.a. n.a. 0,09 Joepie 31.133 MD5.600 198 28 0,18 Kerk en Leven 260.465 WD7.520 578 13 0,03 L'Eventail 10.822 MF2.800 n.a. n.a. 0,26 Parents 2.353 MF2.275 60 38 0,97 Pasar 32.292 MD2.650 109 24 0,08 Spirou 17.891 WF6.000 125 48 0,34 77 magazines

controlled by the CIMpaper) Frequ. Lg 1/1 p. FC Tot.12+ 000 contacts Net circ. except the B2B* 2014 € /000 € € Home CIM 2014/2 Art et Décoration 4.923 MF4.150 159 26 0,84 Déco Idées + Actief Wonen 24.303 MD/F4.750 191 25 0,20 Elle Décoration 3.323 MF2.590 98 26 0,78 Feeling Wonen/Gael Maison 25.271 MD/F4.710 247 19 0,19 Ik ga bouwen/Je vais construire 14.883 MD/F4.800 191 25 0,32 Maison de Charme 9.764 6/year D 2.863 n.a. n.a. 0,29 Nest (Fr+Du) 85.716 MD/F6.600 504 13 0,08 Stijlvol Wonen+Pure Maison 20.481 6/year D/F 5.175 241 21 0,25 Wonen Landelijke Stijl 25.798 6/year F 3.240 n.a. n.a. 0,13 TV Be TV Magazine 99.734 MF4.200 380 11 0,04 Ciné Télé Revue 241.134 WF14.250 1.279 11 0,06 Dag Allemaal - Expres 304.835 WD14.900 1.375 11 0,05 Humo 115.722 WD11.420 591 19 0,10 Moustique 62.886 WF4.900 287 17 0,08 Primo Magazine/Tv Gids 115.059 WD3.800 263 14 0,03 Soir Magazine 55.606 WF4.995 352 14 0,09 Story 103.588 WD6.000 579 10 0,06 Télé Pocket 32.829 WF1.454 102 14 0,04 Télé Star 64.317 WF4.650 352 13 0,07 Télépro 113.388 WF4.150 424 10 0,04 Teve-Blad 163.980 WD2.917 311 9 0,02 Tv Familie + Blik 76.240 WD4.250 343 12 0,06 Women Elle België 18.014 MD4.920 125 39 0,27 Elle Belgique 17.094 MF4.920 191 26 0,29 Feeling 53.572 MD9.650 267 36 0,18 Femma ( ex Vrouw & Wereld ) 62.437 MD3.200 120 27 0,05 Femmes d'Aujourd'Hui 85.070 WF5.687 509 11 0,07 Flair (Du) 71.902 WD10.900 540 20 0,15 Flair (Fr) 30.383 WF4.893 344 14 0,16 Gael 23.335 MF6.560 224 29 0,28 Goed Gevoel 68.543 MD8.500 473 18 0,12 Libelle 199.342 WD12.750 921 14 0,06 Libelle Lekker 35.920 MD4.080 510 8 0,11 Marie Claire Belgique 14.225 MF6.000 195 31 0,42 Marie Claire Vlaams 12.192 MD5.000 86 58 0,41 Plus Magazine (Fr+Du) 100.928 MD/F7.850 360 22 0,08 Point de Vue 26.259 WF4.075 135 30 0,16 Psychologies Magazine (Du) 6.319 MD3.660 103 36 0,58 Psychologies Magazine (Fr) 10.359 MF3.660 167 22 0,35 Royals (Fr+Du) 22.193 MD/F4.975 142 35 0,22 Sensa (Fr+Du) 245.252 TD/F7.300 n.a. n.a. 0,03 Top Santé 43.603 MF8.550 562 15 0,20 Vitaya (mag) 45.718 MD6.000 205 29 0,13 Vrouwen met vaart 99.595 MD3.295 146 23 0,03 Weekend Knack 100.499 WD11.600 375 31 0,12 Weekend - Vif 63.475 WF8.900 221 40 0,14 78 magazines

MAGAZINENet Circ.(only Rate '15 #contacts Cost/ Cost/ controlled by the CIMpaper) Frequ. Lg 1/1 p. FC Tot.12+ 000 contacts Net circ. except the B2B* 2014 € /000 € € Car/Sports & Men magazines CIM 2014/2 Autogids 16.000 FD4.130 181 23 0,26 Autowereld 14.372 MD3.670 172 21 0,26 Ché 14.359 MD4.750 126 38 0,33 Menzo 10.540 6/y D 4.750 n.a. n.a. 0,45 Moniteur de l'Automobile 19.514 FF5.920 243 24 0,30 Moto et Loisirs 2.612 MF2.550 95 27 0,98 Motoren & Toerisme 11.063 MD4.000 99 40 0,36 P - Magazine 29.225 WD6.100 247 25 0,21 Sport/Foot Magazine + Sport/Voetbal Magazine 44.081 WD/F6.700 564 12 0,15 Vlaamse Wielrijder en Biker 52.265 6/y D 1.440 n.a. n.a. 0,03 Association & Lobbying publications Axelle 7.177 MF995 n.a. n.a. 0,14 Be TV Magazine 99.734 MF4.200 380 11 0,04 Boer & Tuinder 17.850 WD2.060 64 32 0,12 Botsing 48.903 TD3.700 n.a. n.a. 0,08 Brieven aan Jonge Ouders 50.991 MD8.750 194 45 0,17 Davidsfonds Cultuurmagazine 48.441 TD2.300 n.a. n.a. 0,05 De Bond 276.848 FD10.900 429 25 0,04 Der Bauer 714 WG 660 n.a. n.a. 0,92 Landbouwleven 24.962 WF3.085 86 36 0,12 Ligueur 38.268 FF4.950 124 40 0,13 Markantmagazine 27.645 MD2.050 n.a. n.a. 0,07 MO Magazine 93.926 MD4.000 150 27 0,04 Neos Magazine 29.359 TD1.510 n.a. n.a. 0,05 Okra Magazine 145.765 MD4.690 303 15 0,03 Sillon Belge 17.547 WD3.085 80 39 0,18 Touring Explorer (Du) 205.607 MD5.315 339 16 0,03 Touring Explorer (Fr) 181.739 MF6.320 405 16 0,03 VAB Magazine 298.794 MD7.250 509 14 0,02 Vrouwen met vaart 99.595 MD3.295 146 23 0,03

* Business to Business : More than 80 titles B2B titles are certified by the CIM

NB : A lot of other magazines exist on different segments: Upscale, LifeStyle, Sponsored magazines. Don't hesite to contact us to realise your plan.

Buying and Cancellaon Condions (standards)

CANCEL- MAT. Magazines BOOKING CHANGE LATION DELIVERY Weeklies* 3 weeks 8 weeks 1-2weeks 2 weeks Monthlies* 4 weeks 8 weeks 2-3 weeks 3 weeks

* Magazines : covers, taylor-made acons, inserts, creave formulas and co-mailings cannot be cancelled 79 magazines

Weeklies FR 2 Average Social group

Trends Tend Sabato Mon Argent 3 Focus Vif VifL'Express Victoire Weekend Vif Spirou

Soir Magazine Paris Match Moustique 4 Sport-foot Fes d'Auj. Public Flair Point de Vue Average Age 26 28 30 32 34 36 38 40 42 44 46 48Sillon 50Belge 52 54 56 58 60 62 64 66 68 7 Dimanche CTR Télépro Dimanche

5 Télé Pocket TV News Deuzio Télé Star

6 PAPER+DIGITAL Source CIM 14/2

Monthlies FR 2 Average Social group

Data News

3 Psychol Ligueur

Elle Déco Idées Nest Fr

Moniteur Auto Gael Maison JVC Logic Immo 4 Touring Expl Be TV Elle Déco Art et Déco Amb.Culin Pure Maison Gael Average Age 32 34 36 38 40 42Marie 44Claire 46 48 50 52 54 56 58 Delhaize Mag Parents Moto & Loisirs Top Santé Royals

5 Plus Mag

6 80PAPER+DIGITAL Source CIM 14/2 magazines

Weeklies NL

Average Social group 2 Agenda Sabato

DMM DSM

DS Weekblad Netto Knack Focus Trends 3 Knack WE Knack

HUMO

P-magazine Sport-Voetba Flair 4 Joepie Zondag Libelle Nina Nieuwsblad Mag Average Age 24 26 28 30 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66

Sjiek Story KW FAN! Citta

Boer & Tuinder Tv Familie 5Dag Allemaal Kerk&Leven LandbouwlevenTeVe-Blad

Primo

6 PAPER+DIGITAL Source CIM 14/2

Monthlies NL 2 Data News Average Social group

Eos MO Psychol. Actief Wonen3 Grande Elle Flg Wonen BAJO IGB Bond Feeling Culinaire Amb. Stijlvol Wonen Mo t o r. & To e r. Marie Claire Logic Immo VAB-Mag Pasar Lib.Lekker Ché Autowereld Vitaya 4 Nest Steps NL Autogids Touring Expl Average Age 32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 64 66 68

Delhaize Mag Royals Goed Gevoel Plus Mag Femma

VrwnMe Vaart 5

OKRA

6 PAPER+DIGITAL Source CIM81 14/2

free regional press free regional press

Parcularies

2 types of distribuon for the regional newspapers & magazines : « push » through every household (mail-box) & « pull » through a selecve distribuon or via displays Nearly 12 million copies distributed every week Audience of more than 67% of the PRP Belgium is a very diversiﬁed country and Belgians are parcularly rooted in their area Therefore, the oﬀer of free sheets is parcularly wide in Belgium : more than 650 tles or edions Naonal cover only in combinaon with partners

Advantages Taccal medium Promoonal medium (advantage in crisis period) Geographical aﬃnity Regionalizaon through name blocks Naonal cover Mass medium – accessible to everybody Supporng a retail network Wide oﬀer – possibility to choose a context and a target Flexible terms Low producon costs National promotional offer Full House (De Streekkrant + Vlan)

Evoluon

Evoluon of the channel’s percepon : free is not necessarily ‘not engaging’ Concentraon of the tles : each household receives minimum 2 tles per week Improvement of the prinng quality Upon MDB investments monitor, naonal investments in Free Regional Press represents 3,4 %, but the investments are not declared by all sales houses More and more edions via small sales houses or printers Zone Magazine became DM City Magazine in 2014 (also as an insert in De Morgen) and in 2015, Goesng Magazine (4 edions insert in Het Laatste Nieuws – De Morgen and distributed via display) Combinaon of a diﬀusion as insert of dailies and single display distribuon The free magazines of Corelio and l’Avenir, Rondom and Proximag, oﬀer a no naonal cover. The naonal cover is only possible in combinaon with partners (Jet Magazine – Nieuwslijn – Atlas – De Nieuwe Omroeper – Tips – Journal du Centre) Steps City Magazine is no longer inserted in De Zondag. The monthly magazine is distributed via the displays of De Zondag but earlier in the week (from Wednesday onwards) 85 free regional press

Adversing Investments

Millions € 174,9

153,9 150,4 152,2 142,6 141,1 140,8 124,4 % OF TOTAL MEDIA 110,8 1999 5,5% 2000 5,1% 86,2 2006 6,1% 85,7 2007 5,0% 2008 4,8% 2009 4,8% 2010 4,1% 2011 3,9% 2012 4,0% 2013 3,4% 2014 2,9%

1999 2000 2006 2007 2008 2009 2010 2011 2012 2013 2014 Source : MDB Nielsen (introducon of Free regional press & Internet in 2006)

Free Sheet Evoluon

2.965 2.983 Streekkrantgroep 3.079 3.105

1.550 1.620 Zondag 1.618 1.557

505 531 Steps NL 570 573 Dutch speaking Dutch speaking 49 57 CIM' 14/2 Brussel Deze Week CIM' 14/1 CIM '13/2 CIM '13/1

2.538 2.414 Vlan gr 2.471 2.558

1.295 1.204 Passe-Partout Gr./Proximag '14 1.127 1.589 French speaking 632 616 7 Dimanche 611 609

0 500 1.000 1.500 2.000 2.500 3.000 3.500 86 # contacts 12+ (in '000) free regional press

Performance on PRP’s

South Group Vlan Coverage: PRP by province

% 75,2 76,3

62,5

51,3 52,9

41,6 38,9

South Hainaut Brussels 19 Liège Namur Walloon Luxembourg Brabant

CIM '14/2 North Goup Streekkrant/Weekkrant: Coverage PRP by province

63,5 % 58,5 59,4 55,9 54,2

47,8

28,4

North Antwerp East Flanders West Flanders Flemish Limburg Brussels 19 Brabant CIM '14/2 87 free regional press

Buying condions

Since Januari 2015 Rondom and Proximag are sold by l’Avenir Adversing to Media Agency and by Corelio Connect Noord and l’Avenir Adversing to customers Since mid 2015, the sales houses Rossel Adversing and Roularta Local Media have launched the naonal promoon “Full House” to smulate the naonal market to adverse in free sheets

Buying & Cancellaon Condions (Standards)

Publication Booking Cancellation Mat. DELIVERY Change Free sheets weeklies 10 days 10 days 7 days 10 days Free sheets monthlies 4 weeks 4 weeks 3 weeks 4 weeks

Naonal

2 Average Social group

Proximag 3 Brussel Deze Week

Logic Immo NL Logic Immo FR 4 Steps Average Age

32 34 36 38 40 42 44 46 48 50 52 54 56 58 60 62 Zondag

7 Dimanche Streekkrant gr. gr.Vlan 5

Journal du Centre

6 88 Source CIM 14/2 out of home out of home

Parcularies

Very dense medium Mulple formats & environments (street, transit, horeca, cinema, ﬁtness, …) Networks & line by line purchasing Various periodicity (from 1 day to 28 or more) Growing digital opportunies

Advantages

High coverage & repeon High visibility Geographical aﬃnity Numerous creave opportunies Growing digital opportunies

Evoluon

Even if tradional outdoor such as urban furniture, city light posters and roadside panels sll make the huge part of our day-to-day acvies, it is no longer and for some me now, our unique horizon. The media world connues to evolve at a staggering pace and Out-of-Home is changing as fast as any other medium. In some markets it has been completely transformed over the past few years, from a medium based on paper and paste, to a medium oﬀering a vast array of new technologies including digital screen networks.

91 out of home

Adversing Investments

Millions € 324,6 312,7 313,7 294,1

% OF TOTAL MEDIA 254,5 249,5 247,9 2004 8,9% 238,8 226,6 2005 9,0% 214,6 2006 7,9% 204,5 2007 7,7% 2008 7,9% 2009 7,8% 2010 7,3% 2011 8,2% 2012 8,5% 2013 8,5% 2014 8,6%

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Source : MDB Nielsen

The Creave Aspects of Out of Home Medium

Do not hesitate to challenge our creave thinking. In environments where there are no commercial advertising opportunities, if the ideal format for a brief does not exist, we can look to ‘create’ media from scratch. This approach obviously covers a huge range of opportunities and each would require a different tailored strategy, however there are some stages that are broadly applicable to most solutions and should serve to put the process into perspective. Feel free to contact Posterscope to explore the creative dimension of out of home media. (www.posterscope.be – [email protected])

92 out of home

Urban Furniture : 2m² Networks

Naonal

ADSHEL MAXIMUM ADSHEL OPTIMUM NETWORK DETAILS ADSHEL MAXIMUM ADSHEL OPTIMUM PROXIMITY 30 PROXIMITY 30 SIDES 3.010 2.650 3.010 2.650 NETWORKS 2 2 - - FORMAT 2m² 2m² 2m² 2m² DURATION (DAYS) 7777 COVERAGE National National National National PRESENCE Street Street Street (30% optimized sides) Street (30% optimized sides) LIGHTING Yes Yes Yes Yes START ON Tuesday Tuesday Tuesday Tuesday MEDIA RATE (GROSS) 278.218 € 261.007 € 316.148 € 278.336 € TAXES (NET) 13.571 € 11.948 € 13.571 € 11.948 € COST PER SIDE 92,43 € 98,49 € 105,03 € 105,03 €

ADSHEL MAXIMUM ADSHEL OPTIMUM CIM PERFORMANCES ADSHEL MAXIMUM ADSHEL OPTIMUM PROXIMITY 30 PROXIMITY 30 Geographic layer National National N/A N/A Target 12+ 12+ N/A N/A Population size 9.464.678 9.464.678 N/A N/A Reach 71,8% 70,8% N/A N/A GRP 2.572 2.238 N/A N/A OTS 35,8 31,6 N/A N/A Contacts 243.430.766 211.792.004 N/A N/A

NETWORK DETAILS JCD BOOSTER* JCD AUTHENTIC* JCD TASTE* JCD CONSO F1 F2*

SIDES 2.750 2.450 2.150 600 NETWORKS2211 FORMAT 2m² 2m² 2m² 2m² DURATION (DAYS) 7777 COVERAGE National National National National PRESENCE Street Street Street Street LIGHTING Yes Yes Yes Yes START ON Tuesday Tuesday Tuesday Tuesday MEDIA RATE (GROSS) 298.000 € 276.000 € 243.500 € 79.600 € TAXES (NET) 13.063 € 11.638 € 10.213 € 2.850 € COST PER SIDE 108,36 € 112,65 € 113,26 € 132,67 €

CIM PERFORMANCES JCD BOOSTER JCD AUTHENTIC JCD TASTE JCD CONSO F1 F2

Geographic layer National National National National Target 12+ 12+ 12+ 12+ Population size 9.464.678 9.464.678 9.464.678 9.464.678 Reach 72,5% 72,1% 70,20% 56,7% GRP 2.671 2.400 2.110 520 OTS 36,9 33,3 30,1 9,2 Contacts 252.844.674 227.144.170 199.668.050 49.227.098 (*) new seasonal ratecard / the above mediacost refers to index 100% 93 out of home

Contextual

NETWORK DETAILS ADSHEL STATIONS DIGITAL STATIONS MALLS CARREFOUR PAN-O-DISTRI

SIDES 580 104 439 235 NETWORKS 2 n/a 2 2 FORMAT 2m² 70'' digital screens 2m² 2m² DURATION (DAYS) 77714 COVERAGE National National National National PRESENCE 44 main train stations 11 main train stations 78 Carrefour POS & Markets 130 POS LIGHTING Yes Digital screens Yes No START ON Tuesday Tuesday Wednesday Wednesday MEDIA RATE (GROSS) 71.090 € 46.962 € 58.092 € 18.800 € TAXES (NET) No 452 € 1.979 € 588 € COST PER SIDE 122,57 € 451,56 € 132,33 € 80,00 €

CIM PERFORMANCES ADSHEL STATIONS DIGITAL STATIONS MALLS CARREFOUR PAN-O-DISTRI

Geographic layer National N/A N/A N/A Target 12+ N/A N/A N/A Population size 9.464.678 N/A N/A N/A Reach 9,3% N/A N/A N/A GRP 50 N/A N/A N/A OTS 5,3 N/A N/A N/A Contacts 4.717.209 N/A N/A N/A

NETWORK DETAILS JCD METRO DIGITAL TMO DELHAIZE CINEPOSTER

SIDES 122 500 237 NETWORKS n/a 3 3 FORMAT 70'' digital screens 2m² 2m² DURATION (DAYS) 7714 COVERAGE Brussels National National PRESENCE 13 main metro stations 133 Delhaize & AD Delhaize 18 Cineplexes LIGHTING Digital screens Yes Yes START ON Tuesday Wednesday Wednesday MEDIA RATE (GROSS) 47.580 € 70.000 € 33.000 € TAXES (NET) 391 € 898 € no taxes COST PER SIDE 390,00 € 140,00 € 139,24 €

CIM PERFORMANCES JCD METRO DIGITAL TMO DELHAIZE CINEPOSTER

Geographic layer N/A N/A N/A Target N/A N/A N/A Population size N/A N/A N/A Reach N/A N/A N/A GRP N/A N/A N/A OTS N/A N/A N/A Contacts N/A N/A N/A

94 out of home

Packages

NETWORK DETAILS ADSHEL & MALLS ADSHEL BeSST

SIDES 3.089 3.230 NETWORKS Adshel Optimum + Malls Carrefour Adshel Optimum + Adshel Stations FORMAT 2m² 2m² DURATION (DAYS) 77 COVERAGE National National PRESENCE Street + Carrefour Street + Stations LIGHTING Yes Yes START ON Tuesday & Wednesday Tuesday MEDIA RATE (GROSS) 288.938 € 307.011 € TAXES (NET) 13.927 € 11.948 € COST PER SIDE 93,54 € 95,05 €

CIM PERFORMANCES ADSHEL MALLS ADSHEL MALLS

Geographic layer N/A National Target N/A 12+ Population size N/A 9.464.678 Reach N/A 71,9% GRP N/A 2.287 OTS N/A 31,8 Contacts N/A 216.509.213

Local

NETWORK DETAILS ADSHEL GHENT ADSHEL ANTWERP+ ADSHEL ANTWERP

SIDES 250 350 270 NETWORKS 111 FORMAT 2m² 2m² 2m² DURATION (DAYS) 777 COVERAGE Gent Antwerp Antwerp PRESENCE Street Street Street LIGHTING YES Yes Yes START ON Tuesday Tuesday Tuesday MEDIA RATE (GROSS) 29.758 € 38.344 € 32.139 € TAXES (NET) 1.127 € 1.578 € 1.217 € COST PER SIDE 119,03 € 109,55 € 119,03 €

CIM PERFORMANCES ADSHEL GHENT ADSHEL ANTWERP+ ADSHEL ANTWERP

Geographic layer Gent CIM Antwerpen CIM Antwerpen CIM Target 12+ 12+ 12+ Population size 240.320 614.091 614.091 Reach 95,4% 95,7% 91,2% GRP 4.633 5.315 3.949 OTS 48,6 55,5 43,3 Contacts 11.134.413 32.640.309 24.251.115 95 out of home

Local

NETWORK DETAILS JCD BRUSSELS* JCD BRUSSELS* JCD BRUSSELS*

SIDES 450 300 150 NETWORKS package package 3 FORMAT 2m² 2m² 2m² DURATION (DAYS) 777 COVERAGE Brussels Brussels Brussels PRESENCE Street Street Street LIGHTING Yes Yes Yes START ON Tuesday Tuesday Tuesday MEDIA RATE (GROSS) 57.300 € 39.100 € 22.300 € TAXES (NET) 2.138 € 1.425 € 713 € COST PER SIDE 127,33 € 130,33 € 148,67 €

CIM PERFORMANCES JCD BRUSSELS JCD BRUSSELS JCD BRUSSELS

Geographic layer Bruxelles CIM Bruxelles CIM Bruxelles CIM Target 12+ 12+ 12+ Population size 1.272.270 1.272.270 1.272.270 Reach 82,8% 82,9% 72,9% GRP 2.793 1.843 915 OTS 33,7 22,2 12,5 Contacts 35.532.605 23.443.343 11.646.936 (*) new seasonal ratecard / the above mediacost refers to index 100%

ADSHEL ANTWERP ADSHEL ANTWERP NETWORK DETAILS JCD LIEGE* CENTER PREMIUM SIDES 225 150 250 NETWORKS 111 FORMAT 2m² 2m² 2m² DURATION (DAYS) 777 COVERAGE Antwerp Antwerp City Centre Liège PRESENCE Street Street Street LIGHTING Yes Yes Yes START ON Tuesday Tuesday Tuesday MEDIA RATE (GROSS) 29.217 € 21.101 € 33.200 € TAXES (NET) 1.014 € 676 € 1.188 € COST PER SIDE 129,85 € 140,67 € 132,80 €

ADSHEL ANTWERP ADSHEL ANTWERP CIM PERFORMANCES JCD LIEGE CENTER PREMIUM Geographic layer Antwerpen CIM Antwerpen CIM Liège CIM Target 12+ 12+ 12+ Population size 614.091 614.091 404.511 Reach 84,9% 74,0% 83,2% GRP 3.507 2.327 2.900 OTS 41,3 31,5 34,8 Contacts 21.537.923 14.292.864 11.730.049 (*) new seasonal ratecard / the above mediacost refers to index 100% 96 out of home

Large Size Billboards :

8 & 10m² Networks

NETWORK DETAILS JCD BRUSSELS 8* JCD SUPERSTAR 48* BP ACCESS BP COVER

SIDES 50 700 500 600 NETWORKS 1211 FORMAT 8m² 20m² + 8m² 20m² + 10m² + 8m² 20m² + 10m² + 8m² DURATION (DAYS) 14 14 14 14 COVERAGE Brussels 48 CIM Cities 24 Urbans Centers 48 CIM cities PRESENCE Street Street Street Street LIGHTING Yes Partial Partial Partial START ON Tuesday Tuesday Wednesday Wednesday MEDIA RATE (GROSS) 41.500 € 419.000 € 295.000 € 356.000 € TAXES (NET) 3.070 € 38.500 € 32.800 € 37.500 € COST PER SIDE 830,00 € 598,57 € 590,00 € 593,33 €

CIM PERFORMANCES JCD BRUSSELS 8 JCD SUPERSTAR 48 BP ACCESS BP COVER

Geographic layer Bruxelles CIM National National National Target 12+ 12+ 12+ 12+ Population size 1.272.270 9.464.678 9.464.678 9.464.678 Reach 76,2% 79,0% 73,3% 75,8% GRP 1.725 2.339 1.720 1.810 OTS 22,6 29,6 23,5 23,9 Contacts 21.943.759 221.359.165 162.828.806 171.309.484

NETWORK DETAILS BP BELGIUM TMO PREMIUM 24 TMO PREMIUM 48 TMO COMBI PLUS

SIDES 800 170 220 420 NETWORKS 1111 FORMAT 20m² + 10m² + 8m² 20m² + 8m² 20m² + 8m² 20m² + 8m² DURATION (DAYS) 14 14 14 14 COVERAGE National North + Brussels North + Brussels North + Brussels PRESENCE Street Street Street Street LIGHTING Partial Partial Partial Partial START ON Wednesday Tuesday Tuesday Tuesday MEDIA RATE (GROSS) 399.000 € 127.000 € 150.000 € 195.000 € TAXES (NET) 47.800 € 6.900 € 8.600 € TBD COST PER SIDE 498,75 € 747,06 € 681,82 € 464,29 €

CIM PERFORMANCES BP BELGIUM TMO PREMIUM 24 TMO PREMIUM 48 TMO PREMIUM 48

Geographic layer National N/A N/A N/A Target 12+ N/A N/A N/A Population size 9.464.678 N/A N/A N/A Reach 80,8% N/A N/A N/A GRP 2.157 N/A N/A N/A OTS 26,7 N/A N/A N/A Contacts 204.173.582 N/A N/A N/A (*) new seasonal ratecard / the above mediacost refers to index 100% 97 out of home

20m² Networks

NETWORK DETAILS BP MOVING BP CONTACT

SIDES 400 350 NETWORKS 11 FORMAT 20m² 20m² DURATION (DAYS) 14 14 COVERAGE National Intercity National PRESENCE Street Street LIGHTING Partial Partial START ON Wednesday Tuesday MEDIA RATE (GROSS) 162.000 € 131.000 € TAXES (NET) 14.200 € 14.400 € COST PER SIDE 405,00 € 374,29 €

CIM PERFORMANCES BP MOVING BP CONTACT

Geographic layer N/A N/A Target N/A N/A Population size N/A N/A Reach N/A N/A GRP N/A N/A OTS N/A N/A Contacts N/A N/A (*) new seasonal ratecard / the above mediacost refers to index 100%

98 out of home

Panoramic Networks

NETWORK DETAILS MOF 16/340 MOF 16/420 MOF 16/760 MOF 36/TRIVISION

SIDES 340 425 765 34 NETWORKS 11Package1 FORMAT 16m² 16m² + Digital 4m² 16m² + Digital 4m² 36m² DURATION (DAYS) 14 14 14 14 COVERAGE National 24 urban centers National 5 Main cities PRESENCE Street Street + Stations Street + Stations Street LIGHTING Yes Yes Yes Yes START ON Monday Monday Monday Monday MEDIA RATE (GROSS) 278.957 € 358.580 € 515.773 € 112.215 € TAXES (NET) 24.632 € 30.428 € 55.061 € 8.203 € COST PER SIDE 820,46 € 843,72 € 674,21 € 3.300,44 €

CIM PERFORMANCES MOF 16/340 MOF 16/420 MOF 16/760 MOF 36/TRIVISION

Geographic layer N/A National National 5 Main Cities Target N/A 12+ 12+ 12+ Population size N/A 9.464.678 9.464.678 2.778.378 Reach N/A 72,0% 77,9% 63,4% GRP N/A 1.264 2.271 180 OTS N/A 17,6 29,2 8,9 Contacts N/A 119.664.117 214.974.630 15.585.900

NETWORK DETAILS MOF 36/60 MOF B2B 80 MOF 36/100

SIDES 60 80 100 NETWORKS 111 FORMAT 36m² + Digital 4m² 36m² + Digital 4m² 36m² + Digital 4m² DURATION (DAYS) 14 14 14 COVERAGE 5 Main cities 5 Main cities 5 Main cities PRESENCE Street + Stations Street + Stations Street + Stations LIGHTING Yes Yes Yes START ON Monday Monday Monday MEDIA RATE (GROSS) 168.549 € 214.519 € 255.984 € TAXES (NET) 12.602 € 16.791 € 20.980 € COST PER SIDE 2.809,15 € 2.681,49 € 2.559,84 €

CIM PERFORMANCES MOF 36/60 MOF B2B 80 MOF 36/100

Geographic layer 5 Main Cities 5 Main Cities 5 Main Cities Target 12+ 12+ 12+ Population size 2.778.378 2.778.378 2.778.378 Reach 70,4% 76,2% 81,5% GRP 763 1.085 1.265 OTS 10,8 14,2 15,5 Contacts 21.203.471 30.149.970 35.159.898

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Panoramic Mixes & Large Size Packages

NETWORK DETAILS MOF SUPERMIX 420 MOF MAXIMIX 480 MOF MAXIMIX 500

SIDES 420 480 500 NETWORKS MOF16/340 + MOF B2B 80 MOF16/420 + MOF36/60 MOF16/420 + MOF B2B 80 FORMAT 36 + 16m² + Digital 4m² 36 + 16m² + Digital 4m² 36 + 16m² + Digital 4m² DURATION (DAYS) 14 14 14 COVERAGE National 24 urban centers 24 urban centers PRESENCE Street + Stations Street + Stations Street + Stations LIGHTING Yes Yes Yes START ON Monday Monday Monday MEDIA RATE (GROSS) 442.609 € 452.134 € 486.679 € TAXES (NET) 41.423 € 43.030 € 47.219 € COST PER SIDE 1.053,83 € 941,95 € 973,36 €

CIM PERFORMANCES MOF SUPERMIX 420 MOF MAXIMIX 480 MOF MAXIMIX 500

Geographic layer National National National Target 12+ 12+ 12+ Population size 9.464.678 9.464.678 9.464.678 Reach 74,1% 73,7% 73,6% GRP 1.328 1.640 1.760 OTS 17,9 22,2 23,9 Contacts 1.257.222.936 155.227.954 166.567.894

NETWORK DETAILS MOF MAXIMIX 520 JCD PRESTIGE SENIOR* JCD PRESTIGEMIX*

SIDES 520 130 790 NETWORKS MOF16/420 + MOF36/100 Prestige + SuperStar 24 Prestige + SuperStar 48 FORMAT 36 + 16m² + Digital 4m² 38 + 21 + 8m² 38 + 21 + 20 + 8m² DURATION (DAYS) 14 14 & 21 14 & 21 COVERAGE 24 urban centers 5 main cities National PRESENCE Street + Stations Street Street LIGHTING Yes Yes Yes START ON Monday Monday / Tuesday Monday / Tuesday MEDIA RATE (GROSS) 532.135 € 254.000 € 559.300 € TAXES (NET) 51.409 € 32.650 € 71.650 € COST PER SIDE 1.023,34 € 1.953,85 € 707,97 €

CIM PERFORMANCES MOF MAXIMIX 520 JCD PRESTIGE SENIOR JCD PRESTIGEMIX

Geographic layer National National National Target 12+ 12+ 12+ Population size 9.464.678 9.464.678 9.464.678 Reach 74,1% 51,0% 80,7% GRP 1.832 954 3.080 OTS 24,7 18,7 38,1 Contacts 173.351.575 90.286.827 291.522.690 (*) new seasonal ratecard / the above mediacost refers to index 100% 100 out of home

Summary of the Main Types of Outdoor Formats :

Airport Adversing JCDecaux is the exclusive media owner at Brussels, Charleroi and Luxembourg Airports. The airport adversing market offers a wide range of formats and audiences. From networks to single sites opportunies, covering the key areas and traffic flows. Arrivals & departures, Shengen & non-Shengen, short & long term, indoor & outdoor,... For further details about airport adversing please contact Posterscope Belgium.

Ambient Adversing

Ambient Adversing covers a large variety of environments and formats. From cinemas, cafés and restaurants to pharmacies, ﬁtness clubs, press and tobacco shops, hair salons, schools, student campuses, copy shops, night shops, internaonal motor show and much more … there’s always an out-of-home medium able to deliver a message towards a parcular target group. There are various companies each one acve on a determined selecon of environments and somemes compeng on the same horizons. For further details about Ambient Adversing please contact Posterscope Belgium. BOOMERANG (Boomerang, Face2Face, Oxygen, Hydrogen, B-Mat, B-Bock, Change, …) MEDIAFIELD (The Posters, The Bags, The Streets, The Expo, The Skyboard, The Air, …) INSERT BELGIUM (Cover, Focus, Bonnie & Clyde, Drive In) GUIDO (School Posters, Campus Posters, Carrière Posters, Webpads, Kot Kalendar, ...)

Mobile Adversing A growing number of companies are now acve in Mobile Adversing. Euromobile and SpicyMoon are the main two. They offer a great variety of formats and provide any geographical coverage from local to naonal. Mobile Adversing is also very flexible in terms of planning as the minimum booking period amounts to only one day. In the past years, Mobile Adversing has been increasingly used with promoonal teams for sampling operaons on the field. For further details about Mobile Adversing please contact Posterscope Belgium.

101 out of home

Public Transports JCDecaux, Clear Channel and Lijncom are the three media owners providing Public Transports adversing in Belgium. Each one is acve on a determined region, for instance JCDecaux manages the adversing space in Brussels (STIB/MIVB), Clear Channel is acve in Wallonia (TEC) and Lijncom in Flanders (DE LIJN). All companies oﬀer a great variety of formats, from vehicle’s sides and backs to full decorated soluons. In Flanders, ads couldn’t cover the vehicle’s windows, but they have been authorized again providing some more visibility. Public Transports are rather ﬂexible in terms of planning and geographical coverage. For further details about Mobile Adversing please contact Posterscope Belgium.

Megaposters

Scaﬀolds are a part of the urban landscape. Through appealing installaons and regular changes of image, certain sites can become very aracve in terms of adversing space. It’s precisely the reason why banners are being increasingly used for adversing purposes nowadays in top cies. Banner sites are only available for a few months, mainly during construcon, renovaon or maintenance works of buildings. The standard booking period amounts to one month. Geographically, the oﬀer is limited to top cies (5 main cies + seaside towns). Glass facades can also be wrapped using micro-perforated adversing material. There are a few players on the market*. To get the latest updates and availabilies, please contact Posterscope Belgium. (*)Urban Media, BlowUp Media, JCDecaux, Think Media Outdoor, …

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internet internet

One global observaon

Users (call them consumers, surfers or just people) do not care at all about channels, partners, networks etc They surf seamlessly on mulple plaorms for mulple purposes and objecves And they have passive and acve interacons with brands

105 internet

Adversing Investments 237,3 Millions € 223,6

201,0 188,8 168,3

% of total media 129,2 119,1 2006 1,6% 2007 2,7% 84,9 2008 3,8% 2009 4,1% 2010 4,9% 46,5 2011 5,3% 2012 5,6% 2013 6,0% 2014 6,3%

2006 2007 2008 2009 2010 2011 2012 2013 2014 Source : MDB Nielsen

Internet Penetraon in Belgium | 12 +

6.620 6.605 UV per month (000) 6.590 6.575 6.559 6.566 6.544 6.529 6.514 6.499 6.484 6.469

6.403 Total populaon 12+ Online populaon 12+ 9.377.600 6.583.551 70,2% Jan 2015 Oct 2014 Sep 2014 July 2014 Dec 2014 Aug 2014 Nov 2014 Feb 2014 Feb 2015 May 2014 June 2014 April 2014 March 2014 March

Source : CIM study (TNS) Q1 2012 & comScore (target trend on 15+) – February 2015 106 internet

Demographic proﬁle

Gender Area

Brussels 14% Female 49% Male Flanders 51% Wallonia 52% 34%

Age

2.579 2.391

1.626

1.319 1.260 1.203 1.158

844 782 Men 55+ Men Total 55+ Men 35-54 Men Men 15-34 Men Total 15-34 Total 35-54 Women 55+ Women Women 15-34 Women 35-54 Women Source : comScore (demographic proﬁle) – February 2015 (Desktop only) 107 internet

Belgian Internet Mapping

Equipment Total 15-70 online Total 15-70 70% 68%

54% 53% 46% 42% 35% 32% 25% 25% 21% 19% 19% 16%

1% 1% CTV None Tablet Laptop Desktop MP3 player Smartphone Gaming device Source: VINK study, wave 2 - February 2014

Top 25 visited properes (bought media focus)

INTERNATIONAL

5.848 LOCAL 4.494 4.156 3.275 3.252 3.211 1.922 1.754 1.281 1.277 1.263 1.020 953 906 841 827 790 707 669 657 638 614 485 481 423 RTL Een HLN GVA GDN MSN eBay RTBF Skynet Yahoo! Kapaza Outlook LinkedIn YouTube Facebook Spilgames Immoweb Standaard AuFéminin Nieuwsblad DailyMotion 2dehands | 2demain Comment ça Marche ça Comment Amnet video network Gouden Gids | Pages d'Or Source: Comscore (on 15+, desktop only, UV per month in 000) - August 2014 108 internet

Online Interests Any device

Cross Device 0 102030405060708090 Search Engines 84 Personal Banking And Finance 68 Weather 68 Social Networks (e.g. Facebook, Tumblr, Twitter) 67 National/Global News 60 Local Information And Directories (Yellow Pages, Google) 57 Online Video Sites (YouTube, Dailymotion) 56 Maps 53 Music 48 Sports News And Results 42 Travel 42 Films/TV/Entertainment 39 Games 38 Corporate Or Brand Websites 38 Price Comparison Sites 37 Shopping 36 Food/Drinks/Cookery 35 Second Hand Purchases 35 Video Streaming Websites (Rtl Now, Maxdome, Lovefilm, Etc.) 31 Health/Fitness 29 Technology/Gadgets 29 Product Review Sites 29 Celebrity Gossip 26 School/University 26 Jobs 25 Stocks/Financial Information 25 Fashion/Style 24 Cars 23 Children's Entertainment 23 Auction 22 Blogs 21 Family And Parenting 19 Order Food And Drink 18 Dating 12 Gambling 11

Laptop | Desktop Laptop/Desktop

0 102030405060708090 Search Engines 79 Personal Banking And Finance 62 Weather 48 Social Networks (e.g. Facebook, Tumblr, Twitter) 59 National/Global News 52 Local Information And Directories (Yellow Pages, Google) 45 Online Video Sites (YouTube, Dailymotion) 48 Maps 42 Music 40 Sports News And Results 33 Travel 37 Films/TV/Entertainment 34 Games 29 Corporate Or Brand Websites 34 Price Comparison Sites 32 Shopping 31 Food/Drinks/Cookery 29 Second Hand Purchases 31 Video Streaming Websites (Rtl Now, Maxdome, Lovefilm, Etc.) 27 Health/Fitness 24 Technology/Gadgets 23 Product Review Sites 25 Celebrity Gossip 21 School/University 23 Jobs 23 Stocks/Financial Information 21 Fashion/Style 19 Cars 20 Children's Entertainment 16 Auction 19 Blogs 18 Family And Parenting 16 Order Food And Drink 14 Dating 9 Gambling 9

Source : CCS 2014 109 internet

Mobile Phone Mobile Phone 0 5 10 15 20 25 30 35 Search Engines 31 Personal Banking And Finance 10 Weather 28 Social Networks (e.g. Facebook, Tumblr, Twitter) 32 National/Global News 18 Local Information And Directories (Yellow Pages, Google) 20 Online Video Sites (YouTube, Dailymotion) 17 Maps 18 Music 16 Sports News And Results 15 Travel 4 Films/TV/Entertainment 5 Games 13 Corporate Or Brand Websites 6 Price Comparison Sites 4 Shopping 5 Food/Drinks/Cookery 5 Second Hand Purchases 4 Video Streaming Websites (Rtl Now, Maxdome, Lovefilm, Etc.) 5 Health/Fitness 5 Technology/Gadgets 8 Product Review Sites 5 Celebrity Gossip 6 School/University 5 Jobs 3 Stocks/Financial Information 4 Fashion/Style 4 Cars 3 Children's Entertainment 6 Auction 3 Blogs 4 Family And Parenting 3 Order Food And Drink 4 Dating 3 Gambling 2

Tablet Tablet

0 5 10 15 20 25 30 Search Engines 27 Personal Banking And Finance 11 Weather 20 Social Networks (e.g. Facebook, Tumblr, Twitter) 22 National/Global News 17 Local Information And Directories (Yellow Pages, Google) 16 Online Video Sites (YouTube, Dailymotion) 18 Maps 13 Music 13 Sports News And Results 12 Travel 11 Films/TV/Entertainment 10 Games 14 Corporate Or Brand Websites 10 Price Comparison Sites 8 Shopping 9 Food/Drinks/Cookery 10 Second Hand Purchases 6 Video Streaming Websites (Rtl Now, Maxdome, Lovefilm, Etc.) 8 Health/Fitness 7 Technology/Gadgets 9 Product Review Sites 8 Celebrity Gossip 7 School/University 5 Jobs 5 Stocks/Financial Information 5 Fashion/Style 7 Cars 6 Children's Entertainment 9 Auction 4 Blogs 5 Family And Parenting 5 Order Food And Drink 4 Dating 2 Gambling 2

110 Source : CCS 2014 internet

Daily Acvies

0% 10% 20% 30% 40% 50% 60% 70% 80% Sending/Receiving Personal Emails 74% Using A Search Engine (e.g. Google ) 73% Social Networking 56% Reading/Watching News 52% Reading Newspapers Online 38% Instant Messaging 21% Listening To The Radio 20% Playing Online Games On Any Device 19% Watching Short Videos 15% Sourcing Info On Products / Services 14% Watching Online Vids Made By Others 14% Managing My Personal Finances / Bank Account 11% Reading Someone Else's Blog 7% Reading About/Buying Social/Local Deals 6% Streaming/Downloading Films/TV Programmes 6% Sharing Content With Others Found Online 5% Looking At Twitter 5% Watching Long Videos 5% Reading Magazine Online 5% Joining Discussion Groups/Forums 4% Reading Customer Ratings/Reviews 3% Managing A Website/Page You Have Published 3% Chatting Via Webcam (e.g. Skype) 3% Downloading/Listening To Podcast 3% Commenting On Others Blog, Content/Opinions 3% Writing Your Own Blog Or Homepage 3% Looking Up Health/Medical Information 2% Downloading Music 2% Uploading Content That You Have Created 2% Posting Ratings And Reviews 1% Online Auctions (e.g. Ebay) 1% Purchasing Products/Services 1% Gambling / Betting 1% Purchase Using Non-Credit Card Option 1% Booking Travel/Accommodation 1%

Source : CCS 2014

111 internet

The digital channels and their roles

EXPOSITION Touchpoints Event display ˗ Takeover, Splash, Expandable formats, creave formats Social display ˗ Newsfeed posts with strong content (video, image) OLV ˗ PreRoll, MidRoll, PostRoll, Video seeding

KPI ˗ eCPM ˗ Reach ˗ # impressions ˗ # video views ˗ Above/below the fold rao ˗ vCE impressions

Do’s & Don’ts ˗ Don’t consider the CTR as the main KPI for branding. The important factors are to be seen and to be creave ˗ Avoid in-banner video, the unmuted rate is under 1% ˗ Nourish the audience center 112 internet ENGAGEMENT Touchpoints Display ˗ Expandable or interacve formatSocial display Integraons & Nave ˗ Page Post Ad, Page like ad, Event ad, promoted tweet eMailing

KPI ˗ CTR ˗ Dwell rate, Interacon rate ˗ Content views, comments, … ˗ Comment, share, like, reply, favorite, retweet, …) ˗ Opening rate

Do’s & Don’ts ˗ Animaons has to support the message, not annoy the surfer ˗ As the organic reach on Facebook is too low, paid reach is vital to generate engagement from the consumer

TRANSFORMATION Touchpoints Display ˗ IAB standard formats Programmac Buying SEA Social Media ˗ Mobile app install, app ad, oﬀer ad, …

KPI ˗ # lead ˗ CPL ˗ # Conversions ˗ CPConv *Conversion = transacon involved

Do’s & Don’ts ˗ One simple, clear and straighorward message and stay focus on surfer’s beneﬁts. ˗ Consider Smart versioning to opmize the campaign ˗ Use remarkeng list from previous campaign (Awareness / engagement campaign) ˗ Simplify the funnel (if it’s too long or too complicate, surfers drop out) ˗ Targeng and re-targeng is the Key to empower the conversions rate ˗ Facilitate the payment, access to the basket, pre-completed form,… 113

social media social media

The Social Media Chessboard in 2015

Facebook will stay the master of the game thanks to a stable use of the plaorm by consumers and a very strong posion on the mobile market. The big change will come from the expected objecves on the media channel, moving from engagement to reach. A trend which is very strongly supported by the social plaorm by posioning itself as an aracve alternave to TV, emphasizing even more the importance of relevant video content.

Twier will try to keep its « Best Challenger » role by providing some interesng ad formats and challenging cases, mainly based on conversaon and live interacon. Deﬁnitely a medium to consider when dealing with a target group that requires a speciﬁc tailor-made strategy.

Youtube will stay in its posion of «Incremental reach for TV audience» medium, despite Facebook’s eﬀorts to become the leader in video content. The main challenge for marketers will probably be to adapt their content to the plaorm and avoid their ads to aain a depressingly high skip rate up to 85%.

Pinterest will probably be the rookie of the year. This very feminine plaorm has all it takes to become a star: specific target groups, specific features and specific reasons to be used. Lots of marketers will undoubtedly try to explore if their brand would fit in on this plaorm, but the quality of the content will o en prove to be an obstacle.

Linkedin will sll remain the primary plaorm for retrieving industry informaon. However, aside from its numerous possibilites in reaching very speciﬁc niche audiences, the channel will experience some diﬃcules in seducing the B2C market in the next year to come.

Google + will probably encounter a very tough year. Losing its front runner (Vic Gundotra) in April 2014 already served as a first warning sign, adding on top of that some very disappoinng figures for the future. The network sll remains the laughing stock in the social media landscape and that definitely doesn’t help convincing marketers to invest.

117 social media

5 Social Media trends in 2015

Social Commerce sales are forecasted to represent 5% of all online retail revenues in 2015 with Facebook sll leading the conversion rate compeon and the traﬃc compeon (85% of all orders from Social Media). It is interesng to know that half of social media driven purchases on Facebook happen within the week of sharing or liking.

The Revoluon of mobile will connue with mobile data traﬃc expected to grow by 10% in the four next years. Knowing that 60% of the social media me is now spent on mobile, we understand easily that Facebook owned 21.7% of worldwide mobile internet ad revenue in 2014, which will only connue to evolve in that direcon.

Social video producon will be a real challenge for brands in 2015. With the highest shareability from far on Social Media and Youtube becoming the #2 search engine in the world, producing good video content will be key. Not only visually adapted to the essence of the message, but also with regards to its duraon, using micro-video formats like Vine.

The inﬂuencers generate 3 mes more messages and have 4 mes more impact in comparison to the average user. Knowing the importance of user generated content, those 8 to 10% of consumers/inﬂuencers must be looked a er and pampered. 25% of search results for the world’s top 20 brands are links to user generated content and it is esmated that UGC increases purchase intent by nearly 20%.

Messaging was booming in 2014 (with applicaons like Snapchat, Whatsapp, Kik or WeChat) and will turn into a real markeng channel in 2015. 58% of college students are likely to purchase a product from a brand that sent them a coupon on Snapchat, yet only 1% of marketers use this channel.

118 social media

10 facts about social media in 2014-2015

1. Video is the Content of Choice (Facebook, Youtube, Instagram, Vine, Snapchat…) (source: SocialMediaExaminer hp://bit.ly/1AhOVtS) 2. Paid Ads are Unavoidable (source: SocialMediaExaminer hp://bit.ly/1AhOVtS) 3. More Apps Support Anonymity (Whisper, Rooms, Secret…) (source: SocialMediaExaminer hp://bit.ly/1AhOVtS) 4. 2014 was the year of the Selﬁes (source: Mashable hp://on.mash.to/1MvWRiP) 5. 93% of shopper’s buying decisions are inﬂuenced by social media (source: Mashable hp://on.mash.to/1MvWRiP) 6. 400 million of snaps are sent per day on Snapchat (source: Adweek hp://bit.ly/1BzG7lZ) 7. Snapchat launched adversing format : Discover (source: Adweek hp://bit.ly/1BzG7lZ) 8. 23% of teens consider Instagram as their favourite social network (source: Adweek hp://bit.ly/1BzG7lZ) 9. 72% of all internet users are now acve on social media (source: jeullas hp://bit.ly/1C9anpA) 10. 71% of users access social media from a mobile device. (source: jeullas hp://bit.ly/1C9anpA)

Legend

Internaonal

Belgium

Desktop

Mobile

119 social media

Facebook Video Facebook video is now bigger than YouTube 1 billion video views each day on Facebook 65% video views on mobile 3,6X more videos between 2013 and 2014

Global 1,35 billion people login to Facebook each month, 64% every day. 1,12 billion people login to Facebook via mobile device, 63% each day. User check Facebook 14 mes per day on average via mobile. 50% of 18-24 years old go on Facebook when they wake up (source: The Social Skinny)

Belgium 5,4 million Belgian people login to Facebook each month, 74% each day 4 million Belgian people login to Facebook via a mobile device each month, 70% each day (=2,8M) Average daily me spent on Facebook = 18’42’’ Average number of visits on Facebook per week = 20

Top 5 Industries on Facebook Total Fans

FMCG Food 5.846.533

Fashion 4.765.388

Ecommerce 3.221.753

Beverages 2.345.168

Retail 2.207.583

Data is from the total number of Local Fans for the largest 200 pages in Belgium by Fan count. 120 Source : SocialBakers—Feb 2015 social media

Twier Global 288M Acve users 500M tweets/day 80% Mobile users 53% of people on Twier recommend products in their tweets. (source: Mashable hp:// on.mash.to/1MvWRiP)

Belgium 1M users in Belgium 35% Tweet & 65% Don’t Tweet 50% Mobile users in BE use twier Daily 1 in 2 of Belgium Twier mobile users are on Twier while watching TV Twier media is based on engagement, not on impressions. Source : Twier – Internal

YouTube Global 1 billion users 4 billions video views per day 40% of YouTube traﬃc from mobile 100h of video uploaded per minute Source : DMR - hp://bit.ly/1EhkDep

Google + Global 540 million monthly acve users 350 million daily acve users Average me spent = 7min Source : DMR - hp://bit.ly/1DeGNQS 121 on line search on line search

Parcularies

• Search Engine Markeng (SEM) is a component of an overall integrated online markeng strategy that aims to increase your website's posioning (referred to as "visibility") within the search results of the major search engines (like Google, Yahoo!, Bing and others) so that higher numbers of Internet users (also known as "traﬃc") will visit your website • SEM strategies include natural Search Engine Opmizaon (SEO) (so that your website will appear at or near the top of the organic search lisngs) and Search Engine Adversing (SEA) (so that your website will appear within the adversing or “sponsored lisngs” secons on search results pages)

Advantages

Search Engine Markeng is a non-intrusive technique as it is all about Pull Markeng : the adverser is giving informaon only to the people who are searching for it Search Engine Markeng generates a high increase of traffic to your website More than traffic, this technique generates high targeted and qualified leads as your website visitors are people who are acvely searching for the products or for the services presented on the website This technique has the lowest acquision cost of all markeng techniques making it the best weapon for leads and sales generaon

Evoluon

Search Engines are always evolving and so are SEM techniques. The trends inﬂuencing Search Engine Markeng strategies for the next years are the increasing importance of mobile and social plaorms While cost-per-click in SEA campaigns will increase due to higher compeon, SEO will gain more and more importance

125 on line search

Use of search engines How o en do you use online search engines ?

The use of online search engines is an integral part of everyday life; regardless of the age of the user or the intenon of the search. Our research shows that one person in two uses a search engine several mes a day. One person in three even carries out between 10 and 50 searches per day !

95% of the populaon uses a search engine several mes a week

Source : iProspect Belgium Search Survey 2012 – Panel of 1000 BE surfers

126 on line search

I use a search engine to…

More than 9 people out of 10 use a search engine to search for informaon about products before making a purchase. This shows the enormous importance to be present in the search results for each supplier in the Belgian market that is looking for new customers. Search engines are also used to search for discount deals or new products (70%) and to ﬁnd gi ideas (60%) or websites (58%).

92% uses a search engine to obtain more informaon about a purchase !

Source : iProspect Belgium Search Survey 2012 – Panel of 1000 BE surfers

127 on line search

Which of the following products or services did you purchase during the last 3 months a er a search query ?

No surprise here: most products and services that are sold online are from the travel industry. Shortly followed by the reservaon of a restaurant or the purchase of a concert cket. When we dive deeper into the data, we see that men search twice as much for electronic products than women. Younger people aged between 18 and 34 years search ten mes more for online credit than people who are 55+. Interesng to know is that one in ten has opened a new bank account online during the last three months. The internet interest in FMCG is growing with between 3% and 6% of the respondents buying online during the last three months and between 13% and 21% searching for informaon online.

75% made a purchase online during the last three months a er ﬁrst having searched online.

Source : iProspect Belgium Search Survey 2012 – Panel of 1000 BE surfers 128 on line search

Which search engines do you know and do you use frequently ?

The choice of the search engine is not surprising. Google leads the ranking with a crushing market share of 99,9% and an ulizaon rate of 94%. 96% of respondents are aware of Yahoo! but rarely use it. The usage is here divided between yahoo.fr (10,8%) and yahoo.nl (4,4%). BING is the last of the class as regards the reputaon and usage, and this puts it in line with its predecessor MSN Search. Note that only 74% of the populaon conﬁrmed they are aware of the search engine, regardless of the age of the respondents. In this market survey we focus on the users of Google (94% of the respondents).

94.1% uses Google several mes a week.

Source : iProspect Belgium Search Survey 2012 – Panel of 1000 BE surfers 129 on line search

Reliability of the search engines Do you know the diﬀerence between sponsored links and organic links ?

Despite the efforts of Google to clarify the difference between sponsored links and organic search results (using a different background color and the inclusion of ‘sponsored link’ on the result pages), only 53,6% of the regular users declare to know the difference between those two search results. Approximately two out of three non-regular users declared not to know the difference at all.

70.5% of the non-regular users do not know the diﬀerence between an organic link and a sponsored link.

Source : iProspect Belgium Search Survey 2012 – Panel of 1000 BE surfers

130 on line search

Are the following areas sponsored according to you ?

19.6% of the users believe there are never sponsored links at the top of the search results.

Zone A >

< Zone B

Source : iProspect Belgium Search Survey 2012 – Panel of 1000 BE surfers 131 on line search

What type of link is the most reliable according to you ?

One person out of two judges that there is no diﬀerence between the reliability of a sponsored or an organic link. The other 50% of the respondents believes that there is a diﬀerence and that organic links are more reliable (rao of 6 to 1).

6 to 10 ﬁnd an organic link more reliable.

Source : iProspect Belgium Search Survey 2012 – Panel of 1000 BE surfers

132 on line search

In what sense has the reliability of the search results on Google evolved during the last 12 months ?

The majority of the internet users (71,8%) say that they have not noted a diﬀerence in the reliability of the search results. However there are several changes made by Google (159 during Q1 20121) to improve the quality of the search results. Google manages thus to keep the quality of the results at the same level, which may explain the high market share. We also note that 17,5% believe that the quality of the search results has improved, compared to only 10,7% who sees a negave evoluon.

1 Source : insidesearch.blogspot.fr

7 to 10 have noted no diﬀerence in the quality of the search results.

Source : iProspect Belgium Search Survey 2012 – Panel of 1000 BE surfers

133 on line search

Validaon by observaon Can you, by clicking with the mouse, specify the area on the page where you would click ﬁrst ?

We asked our panel to click on the results of a Google search results page that seemed the most relevant to them. The search queries were divided into transaconal, informaonal and navigaonal search queries. The Dutch and French results are displayed side by side, with a red dot for each click of the 988 respondents. Apart from a slight increase in clicks at the boom of the page, the vast majority of the people clicked on the ﬁrst three results, from both the organic search results and the sponsored links. Hence the importance for websites to increase their visibility in the search engines.

Top 3: the vast majority of people click on the ﬁrst three results of both the organic search results and the sponsored links.

Search Quey

Search Engine Ad

The purchase of ads to appear within the paid search results on a cost per click

Search Engine Opmizaon The opmizaon of websites to appear in a good posion in the organic search results

134 on line search

Search query “ﬂight Brussel New York”

135 on line search

Search query “reach BMI”

136 idtv idtv

iDTV – Interacve Digital TeleVision

Belgian iDTV landscape : current situaon (end of 2014) The diﬀerent providers a. Telenet Digital TV - Through cable distribuon, Flanders & Brussels (Indi & Brutélé since 10/08) - End of 2014 : 58% penetraon North, 2% in the South (Brussels) - Available : VOD, EPG + recording, direct access, e-mailing, photo sharing, games, interacvity, portability with Yelo - High Deﬁnion TV available from 2008

b. VOO - Through cable distribuon, South & Brussels - End of 2014 : 27% penetraon in the South - Available : EPG + recording, Digitexte, Interacve services (messaging, BeMétéo...), VOD, portability with VOO Moon

c. Proximus - Through ADSL, available North & South - End of 2014 : 27% penetraon North, 50% in the South - Available: VOD, EPG + recording, direct access, interacve services, mobile television with Belgacom Partout - High Deﬁnion TV available from 2008 - d. Numericable - Brussels - End of 2014 : 2% penetraon - Available : High Deﬁnion TV , VOD, Video Club, EPG

e. TeleSAT & TV Vlaanderen - Digital TV by satellite - End of 2014 : ± 100.000 subscribers - Available: ‘Bouquets’, channels opon

139 idtv

Set Top Box Reach Evoluon

North

85% 85% 84% 85% 85% 85% 85% 83% 83% 83% 84% 83% 83% 83% 84% 84% 84% 81% 82% 82% 82% 80% 80% 80%

58% 58% 58% 57% 57% 57% 57% 57% 57% 57% 57% 58% 58% 58% 57% 56% 56% 56% 56% 56% 55% 56% 56% 57%

27% 27% 27% 27% 27% 27% 27% 27% 25% 26% 26% 26% 27% 26% 26% 26% 26% 26% 26% 26% 24% 25% 23% 24%

Proximus Telenet Digital TV July July May May June June April April March March August August January January October October February February December December November November September September 2013 2014

South

83% 83% 81% 82% 82% 82% 82% 82% 80% 81% 81% 81% 80% 80% 81% 79% 80% 79% 79% 80% 80% 77% 78% 76%

51% 51% 51% 51% 51% 50% 50% 50% 51% 50% 50% 50% 48% 49% 49% 49% 49% 49% 49% 49% 47% 48% 46% 46% Proximus Telenet VOO Mobistar Numericable 27% 27% 27% 27% 27% 27% 27% 26% 27% 25% 25% 25% 25% 26% 26% 26% 26% 26% 26% 26% 26% Snow 24% 25% 25% Digital TV

2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 2% 2% Source : CIM July July May May June June April April Audimetrie; based March March August August January January October October February February December December November November September September on people who have 2013 2014 a set top box 140

live communication live communication by NewWorld (www.newworld.be)

Parcularies

Live communicaon is a quick and ﬂexible way of interacng with consumers Mul channel approach is unique Selecvity in target groups Relevant medium to get in touch with speciﬁc target groups

Advantages

Targeted communicaon and relaon with consumers Selecvity in locaons and venues Geographical spread is an advantage Creavity in concepts based on speciﬁc locaons, target groups, …

Evoluon

More and more adversers ﬁnd their way to live communicaon because of the ﬂexibility and selecvity. If we as live communicaon specialists are involved in a media-plan as of the beginning, we can create a fully integrated communicaon plan where live communicaon is the facilitator to create a one-on-one relaon with your consumers.

143 live communication

“Making the right impulses top-of-mind”

Nowadays consumers get a lot of impulses and informaon through adversing. As an adverser, it is becoming increasingly diﬃcult to stand out among the masses with your messages. Yet there are many creave ways to achieve this. Through "live communicaon" a parcular message can rise from the masses and again create top-of-mind awareness. NewWorld is a specialist in this kind of communicaon and brand acvaon.

Through classic media, but also in the streets, consumers constantly get new impulses and messages. These messages are o en stored somewhere in the brain. It’s our job as live communicator to smulate these impulses and acvate them at the right me, on the right locaon and create a connecon with our clients’ product or service. It’s all about creang that “aha-moment” where consumers see the link with what classic media installed and what we acvate. When consumers get in touch with a product or service, the chance that they will remember it when they are buying a product or service from the same category, is much higher.

An experienced partner… It’s our specialty to acvate impulses with a creave and relevant campaign or concept. We get in contact with consumers, get their aenon and pass the right message. Through live communicaon we are able to target our consumers and be as selecve as our clients want us to be. This is the part where our experience is key. A er so many years, we know where to find our target groups, on specific moments and at specific locaons. We also know how many people we can reach in a one-to-one relaon.

Quick and flexible… NewWorld presents itself as a 360° live communicaon specialist with several in-house departments. We want to offer our adversers speed and flexibility. That’s why we have chosen to keep as many skills as possible in-house. NewWorld has its own studio, logiscs department, digital prinng department and carpenter division... Everything is relevant to support the acons we do in the field and makes us less dependent on external partners, which helps us in our speed and quality.

144

grand duchy of luxembourg grand duchy of luxembourg

Socio-Demographical Structure of the Populaon of the Grand Duchy of Luxembourg

Total 15 years and + 457.100 SEX Men 226.200 49,5% Women 230.900 50,5% PRP 265.700 58,1% AGE 15-24 66.800 14,6% 25-34 77.900 17,0% 35-49 131.400 28,8% 50-64 103.300 22,6% 65+ 77.800 17,0% NATIONALITY Luxembourg 252.600 55,3% Portuguese 74.600 16,3% Others 129.900 28,4% PROFESSIONAL ACTIVITY Independent (except liberal occupation) 5.100 1,1% High executives + Liberal occupation 71.200 15,6% Medium executives+ employee 142.700 31,2% Worker 36.200 7,9% Housewives 30.200 6,6% Retired 94.300 20,6% Students 60.500 13,2% Others 16.800 3,7% HABITAT Luxembourg - City 89.500 19,6% Rest of the centre 73.400 16,1% South 172.500 37,7% North 69.700 15,3% East 52.000 11,4%

Source : TNS-ILReS Plurimedia 2014 147 grand duchy of luxembourg

Breakdown of the Investments by Medium 2014

Affichage Cinema 6,6% 2,0%

TV 11,4% Dailies 40,4%

Radio 21,5% 109.847.355 €

Magazines 18,1%

From September 2014, there is a break in the methodology regarding the press ﬁgures. The collecon of data is now based on the declaraons of the Media Sales House and no longer on the monitoring of Nielsen . Source : MDB Nielsen 2014

Evoluon of the Total Media Investments

'000 €

133.545 133.496 129.893 130.537 124.907 120.465 120.148 109.847 101.999 97.783 91.200

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Source : MDB Nielsen (without classiﬁed ads) 148 grand duchy of luxembourg

Evoluon per Media 2010 -2014

50% 2010 2011 2012 2013 2014 45% 40,4% 40% Total investments 2010 133,5 millions € 35% 2011 133,5 millions € 30% 2012 130,5 millions € 2013 120,1 millions € 25% 21,5% 2014 109,8 millions € 20% 18,1%

15% 11,4% 10% 6,6%

5% 2,0% 0% Dailies Magazines Radio TV Affichage Cinema

Top 20 Adversers - Total 2014

1 CACTUS € 3.915.507 11 BANQUE RAIFFEISEN, CAISSE RAIFFEISEN € 986.991 2 P&T LUXEMBOURG € 2.359.396 12 LIDL € 944.867 3 BANQUE ET CAISSE D'EPARGNE DE L'ETAT € 1.757.395 13 DE MIWWEL & KICHECHEF SARL € 914.297 4 GROUPE SAINT-PAUL € 1.676.631 14 JOIN EXPERIENCE € 901.449 5 TANGO SERVICE SA € 1.519.306 15 RENAULT € 899.857 6 PEUGEOT € 1.417.887 16 LUXRADIO SARL € 862.841 7 AUTODISTRIBUTION LOSCH SARL € 1.227.003 17 ORANGE SA € 858.983 8 MOBEL MARTIN € 1.179.190 18 LUXAIR SA € 857.480 9 MOBEL ALVISSE € 1.155.931 19 EDITPRESS LUXEMBOURG SA € 844.981 10 KICHECHEF SARL € 1.151.017 20 ASPORT € 771.869

Source : Nielsen 2014

149 grand duchy of luxembourg

Television : Cumulave Audience per Day Monday - Friday - 12+ - Exposure Duraon (min)

400.000 71,5% 200

mo-su 180 350.000 exposure duration (min.) 160 300.000 140 250.000 120

200.000 100 min. ind. 28,8% 80 150.000 60 100.000 13,5% 40 10,7% 10,3% 9,4% 9,3% 50.000 9,2% 9,2% 5,5% 4,8% 4,2% 20 0 0 TVI M6 TF1 ZDF ARD Sat 1 Sat Pro 7 Pro TV TOTAL FRANCE 2 FRANCE RTL RTL Television RTP Internacional

RTL Télé Lëtzebuerg* Télé RTL Source : TNS-ILReS - Plurimedia 2014 * including den 2.ten RTL & RTL TV via Internet

Television : Market Shares Monday - Friday - 7pm-11pm - 12+

RTL Télé Lëtzebuerg* 12,8% Others 35,7% TF1 7,7%

ZDF 6,6% RTP Internacional M6 2,2% 6,6% Sat 1 2,5% Pro 7 France 2 6,0% TVI 4,2% ARD RTL Television 5,4% 5,0% 5,3% Source : TNS-ILReS Plurimedia 2014 150 * including den 2.ten RTL grand duchy of luxembourg

Radio : Cumulave Reach Average Day Monday - Friday - 12+ - Average List. Duraon (min)

400.000 76,0% 200 mo-fr List. duration (min.) 180 350.000 160 300.000 140 250.000 120

200.000 39,1% 100 ind. min. 80 150.000 21,7% 60 100.000 40 9,4% 50.000 6,1% 20 4,9% 3,6% 3,5% 3,5% 2,5% 2,2% 2,2% 0 0 NRJ Latina SWR 3 SWR Eldoradio Classic 21 Classic tzebuerg RTL RTL France France Info France RTL Radio L France Inter France RTL Radio RADIO TOTAL 100,7 (Radio 100,7 Die Besten Hits Socioculturelle) Source : TNS-ILReS Plurimedia 2014

Radio : Cumulave Reach Average Day Monday - Sunday - 12+

400.000 71,9% mo-su 350.000

300.000

250.000

200.000 ind 36,8% 150.000

100.000 19,6% 8,5% 50.000 5,4% 4,5% 3,4% 3,2% 3,1% 2,5% 2,1% 2,0% 0 NRJ Latina SWR 3 SWR Eldoradio Classic 21 RTL Radio Letzebuerg RTL RTL France France Info France France Inter France RTL Radio RADIO TOTAL 100,7 (Radio 100,7 Die Besten Hits Socioculturelle) Source : TNS-ILReS Plurimedia 2014 151 grand duchy of luxembourg

Radio : Market Shares Monday - Friday - 5-24 h - 12+

Others SWR 3 20,1% 1,9% Vivacité RTL Radio 2,0% Letzebuerg 40,5% Classic 21 2,2%

RTL France 2,0% France Info 2,4% 100,7 (Radio Socioculturelle) 3,6% Latina RTL Radio Die Eldoradio Source : TNS-ILReS 4,8% Besten Hits 15,2% Plurimedia 2014 5,5% Radio : Market Shares Monday - Sunday - 5-24 h - 12+

Others Vivacité 21,1% 1,9% RTL France 2,1% RTL Radio Letzebuerg Classic 21 39,6% 2,1% France Info 2,1% France Inter 2,2% 100,7 (Radio Socioculturelle) 3,5% Latina 4,5% Source : TNS-ILReS RTL Radio Die Eldoradio Plurimedia 2014 Besten Hits 15,4% 5,5% 152 grand duchy of luxembourg

Print Media : Readership Last Period - 15+

Net circulation 15+ Frequency Language Reach % (Paper) Rates 1/1 FC (€) (Controlled CIM) DAILIES Le Quotidien* D F 5,7% 6.994 3.823 L'Essentiel* D F 29,9% 202.586 5.090 Lëtzebuerger Journal D F / G 2,1% n.a. 5.127 Luxemburger Wort* D G 39,6% 62.790 10.248 Tageblatt* D G 9,3% 17.879 6.917 Zeitung vum Lëtzebuerger Vollek D F / G 0,5% n.a. 3.173 MAGAZINES Auto Moto M G 13,9% 59.942 2.648 Auto Revue M G 14,3% n.a. 2.110 Autotouring BM F / G 32,8% 127.212 3.765 Bold Magazine 8/Y F n.a. 6.065 2.265 City Magazine / Agenda Luxembourg M F / E 9,6% n.a. 3.500 Contacto W P 12,1% 25.332 2.824 Correio W P 1,8% n.a. n.a. De Letzebuerger Bauer M F / G 2,3% n.a. 1.032 Den Neie Feirkrop W G 6,6% n.a. n.a. D'Lëtzebuerger Land W F / G 3,8% n.a. 5.675 Femmes Magazine M F 9,0% 6.068 2.490 Flydoscope TRI F / E 11,1% n.a. 4.650 Foyer de la femme 5 x/y F 5,2% n.a. 910 Gaart an Heem P G 9,9% n.a. 1.890 Le Jeudi W F 6,6% 10.662 3.978 Luxemburg Feminin TRI F 5,3% 2.882 3.050 Luxuriant BM F 6,7% 10.129 2.900 Made in Luxe BM F 6,0% n.a. 2.495 Paperjam M F 11,3% n.a. 3.780 Regulus TRI G 6,2% n.a. 805 Revue W G 15,7% 15.603 2.155 Télécran W G 23,0% 28.120 2.597 TV3 **(Télérevue, De Programm,Télé-Hebdo) W F / G 26,3% 40.277 2.799 Wortex 6/Y F / G n.a. n.a. 3.300 Woxx W F 1,9% n.a. 1.770 FREE REGIONAL PRESS I-mail (folder) W foldering 45,7% 134.400 > 5.286 LuxBazar W F 7,7% n.a. 1.240 Lux-Post W F / G 17,0% 129.950 3.850 Musel Zeidung M G 10,3% n.a. 1.696 Sauer Zeidung M G 4,9% na 1.152 **TV3 : De Programm, Le programme, Telérevue : net RLP of 3 main titles (Revue, Tageblatt, Le Quotidien) * including e-paper readership Source : TNS-ILReS Plurimedia 2014 - CIM 153 grand duchy of luxembourg

The Main Types of Outdoor Formats

RATECARD LUXEMBOURG SIZE DURATION # SIDES (€) JCD BOOSTER 2m² 7 days 145 23.350 JCD BOOSTER PREMIUM 2m² 7 days 145 24.900 JCD SELECTO 2m² 7 days 50 9.450 JCD URBAN 3 2m² 7 days 95 17.250 JCD ARLON 50 2m² 7 days 50 7.100 JCD ARLON 100 2m² 7 days 100 13.000 JCD SUMMER PACKAGE 2m² 28 days 70 47.900 JCD ONE 2m² 1 year 1 7.400 PUBLI-LUX LUX.BLUE 2m² 7 days 174 15.176 PUBLI-LUX LUX.RED 2m² 7 days 174 15.176 PUBLI-LUX LUX.SUD 2m² 7 days 100 9.400 PUBLI-LUX LUX.CITY 2m² 7 days 75 8.925 PUBLI-LUX CACTUS 2m² 7 days 200 14.800 PUBLI-LUX TRANSIT side poster 28 days TBD 350 / vehicle PUBLI-LUX TRANSIT full back 28 days TBD 530 / vehicle PUBLI-LUX TRANSIT full deco 28 days TBD 1.720 / vehicle Source : Posterscope Cinema : The Cinema Network

nbr of theatres Utopolis Kirchberg Luxembourg 10 Utopolis Belval Esch-Belval 7 Ciné Utopia Luxembourg-Ville 5 Ciné Starlight Dudelange 2 CineAriston Esch-sur-Alzette 1 CineKinosch Esch-sur-Alzette 1 Le Paris Bettembourg 1 CineKursaal Rumelange 1 Scala Diekirch 1 Cinémaacher Grevenmacher 1 Sura Echternach 1 Orion Troisvierges 1 Prabbeli Wiltz 1 CineWaasserhaus Mondorf-les-Bains 1 CineErmesinde Mersch 1 154Total network 35 Source : Posterscope grand duchy of luxembourg

Internet : Use Evoluon - 12+

83,7% 84,3% 80,2% 78,5% 78,1% 74,7% 70,0% 65,5% 61,8%

54,8%

49,0% 44,5%

39,4% 35,2%

29,4%

23,6%

Source : TNS-ILReS Plurimedia 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Internet : Daily use - 12+

86% 84% 78% 79% 72% 69% 65%

37%

Source : TNS- ILReS Plurimedia 2014 pop. 12+ 12-24 y. 25-34 y. 35-49 y. 50-64 y. 65 y. + Men Women 155 jargon jargon A

Above the line (ATL) : Type of acon using mass media (TV, Radio, Cinema, Press, OOH, Internet).

AB tesng : Refers to two diﬀerent versions of a page or a page element such as a heading, image or buon. AB tesng is aimed at increasing page or site eﬀecveness against key performance indicators including click through rates, conversion rates and revenue per visit.

Account : (1) Budget, (2) Client, adverser, (3) Execuve in charge at agency.

Accountability : (possibility of the) measurement of the campaign return.

Acons (social media) : The number of people who made an acon on your post within 24 hours of viewing your ad or within 28 days a er clicking on the ad.

Ad awareness : Recall of the ad message, usually measured via a survey.

Ad Exchange : is a sales channel between publishers and ad networks that can also provide aggregated inventory to adversers. They provide a technology plaorm that facilitates automated aucon based on pricing and buying in real-me. Ad exchange business models and pracces may include features that are similar to those oﬀered by ad networks.

Ad inventory : The total number of ad impressions that a website can sell over time (usually specified per month).

Ad monitoring : Adversing clipping (or) adversing tracking via impact surveys.

Ad placement / posioning : Adversing locaon, posion of the message.

Ad server : Is a web server dedicated to the delivery of adversement. This specializaon enables the tracking and management of adversing related metrics.

Ad spending / ad spend, investment : Adversing investments / (usually) gross budget invested in ATL.

Adjency : TV ad break posioned between programmes.

Ad stock : Describe the prolonged or lagged eﬀect of adversing on consumer purchase behaviour

Adware : Computer so ware provided to the user free of charge or at a discounted price that downloads and displays adversing to support its connued development and maintenance. This so ware o en tracks what Internet sites the user visits.

Affiliate marketing : An agreement between two sites in which one site (the affiliate) agrees to feature content or an ad designed to drive traffic to another site. In return, the affiliate receives a percentage of sales or some other form of compensation generated by that traffic.

Algorithm : The set of ‘rules’ a search engine may use to determine the relevance of a web page (and therefore ranking) in its organic search results. See also organic search results and Search Engine Opmisaon.

Aﬃnity : (Posive) relaonship of a target audience with a medium, or “selecvity” but ‘selecvity’ is not used in English to express "selecvité" or "selecviteit".

Ambient media : Usually out of home adversing type of acons, related to speciﬁc locaons or speciﬁc targets.

Atude : Opinions and atudes insights are used to understand the consumer’s posion versus brands, adversing, social and lifestyle trends. They cover broader and deeper descripons than observable behaviours. 159 jargon

Audience measurement : Measurement of a media audience or reach, based on extrapolaons founded on sample tesmonials.

Audio on Demand (AOD) : Rent audio via an on-line/cable library.

Audience proﬁle : Descripon of a media audience through socio-demographic criteria. Or less frequently through psycho- sociological criteria.

Augmented Reality : Based on the image produced by the camera, your device adds addional informaon to the screen (e.g.: direcons of metro lines, name and history of a building…).

Banner : A graphic image displayed on an internet page used as an ad. See www.iab-belgium.be for voluntary guidelines deﬁning speciﬁcaons of banner ads.

Behaviour : Descripve understanding of a consumer, opposed to the atude / opinions approach (see above), based on tesmonials and deducon.

Behavioural Targeng : Using previous online user acvity (e.g., pages visited, content viewed, searches, clicks and purchases) to generate a segment which is used to match adversing creaves to users (somemes also called Behavioural Proﬁling, Interest- based Adversing, or online behavioural adversing). Behavioural targeng uses anonymous, non-PII data.

Below The Fold Placement : A term derived from printed media, which is used to indicate whether an adversement banner or other content is displayed on a web page with (below the fold) or without (above the fold) the need to scroll.

Below the line (BTL) : Type of acon not using mass media ; it includes a wide range of acon types which are o en present in the point of sale (POS) or applied via interacve means (phone, mail, direct markeng).

Benchmark : Reference of the market, quantave norm or standard.

Billboard : Poster site; in Belgium: may be a short duraon TV spot used for sponsoring acvity.

Brand equity : Value(s) of a brand, ﬁnancial and/or markeng capital.

Break / Block : Adversing space in television, cumulaon of various commercials.

Broadcaster : Intermediary between programme producers or owners and audience, in charge of the (programme) broadcasng / distribuon. More o en: owner of a television company.

Browsing (vs. app) : The browsing part of mobile refers to the use of Mobile websites running on the browser of a device using standard internet technology (HTML) which can be fully accessed via a data connecon. This concept is o en opposed to mobile applicaons, which are (mini)-programmes created for a speciﬁc mobile plaorm that must be installed on the mobile.

Burst : Campaign that is concentrated in a short wave (or phase).

Buyer : Funcon consisng in buying media space.

160 jargon C

Category : Sector of a product / industry sector or sub-sector.

Center break : Adversing break interrupng a (TV) programme.

Channel : TV or Radio staon.

Circulaon : Quanﬁed distribuon of a magazine or a newspaper.

Classiﬁed : Or "class ads"; adversements that are classed by content type.

Click fraud : Is a type of internet crime that occurs in pay per click online adversing when a person, automated script, or computer programme imitates a legimate user of a web browser clicking on an ad, for the purpose of generang a charge per click without having actual interest in the target of the ad’s link.

Click-through : The acon of following a hyperlink within an adversement or editorial content to another Web site or another page or frame within the Web site. Ad click-throughs should be tracked and reported as a 302 redirect at the ad server and should ﬁlter out roboc acvity.

Cloud compung : The use of computer programmes on the Internet rather than on your own computer (source: Macmillan Diconary). All of your data, sengs and programmes could be hosted on the Internet rather than on a computer so that you could access them from anywhere, not just on your computer.

Cluster (analysis) : Typological grouping / typological analysis.

Cluer / cluering : Adversing pressure / large volume of adversing presence (in a medium); saturaon is not used in English to describe this aspect.

Comments (social media) : The number of comments on your Page’s post as a result of your adversement.

Communicaon planning : Media strategy acvity, in the broad sense and using every element of the markeng mix; might be associated to the Strategic planning.

Compeon / compeve analysis : Analysis of the compeon ﬁeld of a brand / an adverser, by a selecon of competors and their media spending data.

Consultancy : Advice services about market research, consumers' insights, communicaon strategy and/or other peripheral services disnct from the usual media planning and buying acvies.

Consumers' insights : Deep knowledge of the consumer target. (or) Focus analysis on speciﬁc behaviour, atudes or opinions of a target group.

Contact : See OTS.

Contextual Targeng : Targeng content that deals with speciﬁc topics, as determined by a contextual scanning technology.

Conversion : Acon (registraon, subscripon, buy…) made on a brand’s website by a surfer who has seen or clicked on an internet ad of this brand.

Conversion rate : Conversions vs clicks. It measures the quality of a placement in term of conversion generaon.

161 jargon

Cookie : Informaon placed on a visitor’s computer or mobile by a web server that can be stored or retrieved when the site is accessed. Used to record a user’s unique behaviour during each visit.

Copy / ad copy : Creave concept of an ad message / creave guideline referring to the copywring, the body copy (content of the message).

Cover / coverage : Amount of people potenally exposed to a medium or to an adversing campaign; might be associated to the reach of a plan or a medium, in a broader sense.

CPC (cost-per-click) : Cost of adversing based on the number of clicks received.

CPA (cost per acon) (social media) : The amount spent during the selected me period divided by the number of people who took an acon on your post (Spent/Acons).

CPA (cost Per Acquision) : Refers to the overall costs associated with acquiring one user. This can be calculated by dividing total markeng costs by total number of new users.

CPF (cost per fan) (social media) : The amount spent during the selected me period divided by the number of people who became fan (Spent/Page Likes).

CPM (cost-per-thousand) : Media term describing the cost of 1.000 impressions. For example, a Web site that charges 1.500 € per ad and reports 100,000 visits has a CPM of 15 € (1.500 € divided by 100).

CPT / cost per thousand : (c/000) Cost of an adversing space unit (e.g. 1/1 BW page, or a 30'' spot) related to 1000 people of the target.

Creave : Is used to describe the creave works of a campaign.

Cross-tabulaon : Crossed data, in funcon of parameters based on a markeng or adversing approach (socio-demographic criteria and/or media components, etc).

DAL (Dedicated Adverser Locaon) : A term frequently used for iDTV and refers mostly to the interacve content of an interacve spot. When the viewer conﬁrms a call to acon (=red buon) the DAL will be loaded. O en the tv-signal will connue in the upper right quarter of the screen.

Data exchanges : Online aucon marketplace where adversers acquire 3rd party data that helps them to beer reach their target audiences with display. Data Exchanges were created as marketplaces where Online Data Providers could sell their data directly to DSPs and Ad Networks. Used by : Ad Networks, DSPs.

Day part : Part of a day expressed in me slots, used for TV audience calculaon in a deﬁned period of me.

Decay (of a campaign): decrease in memorisaon of a message.

Digital : Synonym of numerical – cf. infra.

Digital TV : Or numeric television. Can also be interacve (see iDTV).

Digital Video Recorders (DVR) : Synonym of Personal Video Recorders (PVR)- cf. infra.

162 jargon

DSP : A demand side plaorm (DSP), also called buy side opmiser and buy side plaorm is a technology plaorm that provides centralized and aggregated media buying from mulple sources including ad exchanges, ad networks and sell side plaorms, o en leveraging real me bidding capabilies of these sources.

DVB-C : Cable Digital Video Broadcasng.

DVB-S : Satellite Digital Video Broadcasng.

DVB-T : Terrestrial (or hertzian) Digital Video Broadcasng.

Eﬀecveness : Valuable result of an adversing campaign / of markeng communicaon (see also R.O.I. or return).

Eﬃciency : Opmisaon of the (media) buying / valorisaon of the consented budget.

Electronic programming guide (EPG) : The EPG helps to manage a large number of TV channels; has an alert funcon when a programme starts; has addional informaon on a programme; can easily record programmes and has a search funcon.

End break : TV ad break located between two programmes.

Evaluaon : Measurement of the coverage and the repeon of contacts (see contact or OTS) for a given campaign (or) Control of the eﬃciency or of the eﬀecveness of a campaign versus the original objecves (see also reporng).

Exposure : Observed or extrapolated contact of a consumer with the ad message.

Flight : See wave.

Flighng : Phasing ; schedule type of a campaign or a media strategy.

FMCG (Fast Moving Consumer Goods) : mass consumpon products, also characterized by a high rotaon of usage; not limited to the food industry.

Focus group : Group discussion with selected consumers / individuals. Qualitave research methodology.

Frequency : Repeon (of ad contacts).

163 jargon G

Games on Demand (GOD) : Rent games via an on-line/cable library.

Geo-localizaon : If you authorize your device, it can say precisely where you are in order to give personalized informaon speciﬁc to your locaon (e.g.: Around/me on iPhone) or for sharing with your Social Network (e.g.: Foursquare / Facebook Places).

Geotargeng : Displaying (or prevenng the display of) content based on automated or assumed knowledge of an end user’s posion in the real world. Relevant to both PC and mobile data services.

GRP : Gross Rang Point; GRP's counngs gross cume/cumulated reach points of a message broadcast on its target audience. Basic measurement of the adversing campaigns pressure. One GRP corresponds to 1% of reach on target. It is the result of the Reach (Coverage) by the OTS mulplicaon.

GRP cost (C/GRP) : Cost of an adversing space unit (tradionally used mainly in TV buying) related to its esmated GRP's level (or rang, or instant reach).

Halo eﬀect : Potenal inﬂuence that an editorial context may have on a close ad message recepon and interpretaon in the viewer's or reader's mind.

High Deﬁnion TV (HDTV) : Oﬀers TV in a format that has 6 mes more pixels than current standard (525).

HTML5 : An informacs language that allows programmes to run through a Web browser rather than a speciﬁc Operang System. This means consumers will be able to access the same programmes and cloud-based content from any device-a personal computer, laptop, Smartphone, or Tablet-because the browser is the common plaorm. (source: McKinsey quarterly).

IAB : Interacve Adversing Bureau.

IDTV : Interacve Digital Television, allows interacve services between the broadcaster and the viewer.

Impact : Contact / eﬀecve exposure to the ad message.

Impressions : An ad which is served to a user's browser. Ads can be requested by the user's browser (referred as pull ads) or they can be pushed, such as e-mailed ads. Also known as pageviews.

Industry body : (adversing or media) Professional associaon.

Instream Video Ads : Played before, during or a er the streaming video content that the consumer has requested. These ads can be either forced or skippable. This format is frequently used to monese the video content that the publisher is delivering. In-Stream ads can be played inside short or long form video and rely on video content for their delivery.

164 jargon

Integrated communicaon planning : Capacity of delivering an integrated communicaon-mix, also including the full handling of it and the eﬀecveness measurement tool / process.

Intelligence : Segmented informaon / documentaon.

Interacve : Supposes a possible acon of the consumer in real me, via an interacve screen, to obtain what he/she wants; requires a linear video ﬂow (video stream).

IO or Inseron Order : Purchase order between a seller of interacve adversing and a buyer (usually an adverser or its agency).

IP address : is the numerical address assigned to each computer on the internet so that its locaon and acvies can be disnguished from those of other computers. IP address generally refers to the IPv4 addresses, a 32 bit value represented as 4 blocks of 8 bit values separated by periods (dot-decimal notaon). This will look like ##.##.##.## with each number ranging from 0 through 255.

IPTV : Internet Protocol Television.

IT : Informaon Technologies.

Link clicks (social media) : The number of clicks on links appearing on your advert that direct people to your site from Facebook as a result of your ad.

Mass media : Media considered as wide in its approach of the audience; unselecve or lowly-selecve broadcast / distribuon.

Media expenditures : See ad spending.

Media-market : Surveys / studies on audiences and consumpon of products (CIM / PMA in Belgium, or BMM from TNS media).

Media mix : Components of a mulmedia plan or strategy ; choice of various media for a media plan.

Media neutral : Used to qualify an integrated mulmedia approach giving no privilege to the mass media, or any kind of acon type (which means that below the line acons are considered).

Media owner : Used to name a media enty, disnct from the sales house.

Media Planner : See planner.

Media planning : Acvity / funcon consisng in the handling of an account, and centrally of choosing appropriate media vehicles, mechanisms of acon, and deﬁning every (media) components of a campaign versus a given brieﬁng.

Media pressure : See weight.

Mixed media analysis : Measurement of a mulmedia campaign performance, expressed in terms of reach, repeon and GRP's.

Model : Stascal reference(s) used to extrapolate quantave parameters. Applied for geng extrapolaons of sales, market shares or any pragmac criteria. Modeller: is a stascian specialized in the elaboraon of data models. 165 jargon N

Nave adversing : is an online adversing method in which the adverser aempts to gain aenon by providing content in the context of the user's experience.

Numerical : Synonym of digital. The digital signal is condensed to a compact size (0 and 1, instead of radio frequencies). With added space, broadcasters can add more informaon to their signal or propose addional services. Does not imply interacve funcons in parcular.

On going : Opposed to burst ; is used to describe a campaign that is planned over a long period.

OOH : Out-of-home adversing essenally all types of adversing that reach the consumers while they are outside their home. OOH consists of outdoor adversing but extends to the indoors as well (such as ads in malls, ﬁt & wellness centers, bar & restaurants, cinemas, hair salons …).

Operang Systems (OS) : The main programme of a computer, a Smartphone or a Tablet that manages the other programmes (e.g.: Windows for a PC, iOS for an iPhone,…). Android is an OS available for diﬀerent brands of Smartphone and Tablets (Google property).

Opmizer : So ware aiming to automacally build and opmize the coverage of a (TV) plan.

Opt in : The process where a subscriber provides explicit consent, a er receiving noce from the mobile marketer.

Opt out : The process where a subscriber revokes consent, a er receiving noce from the mobile marketer.

OTS : Opportunity To See: probability of seeing an ad message. Contact with an ad campaign element.

OTH : Radio. Opportunity To Hear: probability of hearing an ad message. Contact with an ad campaign element on the radio.

Page impression : A measurement of responses from a Web server to a page request from the user's browser, which is ﬁltered from roboc acvity and error codes, and is recorded at a point as close as possible to the opportunity to see the page by the user. See iab.net for ad campaign measurement guidelines.

Page Likes (social media) : The number of people who liked your page within 24 hours of viewing your ad or within 28 days a er clicking on it.

Page request : The opportunity for an HTML document to appear on a browser window as a direct result of a user's interacon with a Web site.

Page view : When the page is actually seen by the user. Note: this is not measurable today; the best approximaon today is provided by page displays.

Passback : An impression offered to a media buyer with the right of first refusal, so when this right is exercised the impression is offered166 to another media buyer. jargon

Pay per view (PPV) : Renng minutes renng of programmes via an on-line/cable library + choice of the me slot.

Pay-per-Click - CPC : An adversing pricing model in which adversers pay agencies and/or media companies based on how many users clicked on an online ad or e-mail message.

Pay-per-Lead - CPL : An adversing pricing model in which adversers pay for each "sales lead" generated. For example, an adverser might pay for every visitor that clicked on an ad or site and successfully completed a form.

Peoplemeter : Hardware components used to collect data on TV watching, via an interface linked with the household equipment and connected to a central server (audimètres/audimeters in Belgium). Recently, peoplemeters are also being used for Radio audience tracking (PPM, for Portable People Meters).

Personal Video Recorders (PVR) : Enables the viewer to digitally record up to 30 hours of programming for later viewing (= me shi ing), creang a virtual library of shows. Also called Digital Video Recorder (DVR) or Digicorder, with Tivo as comparable brand in the US Market, or Replay TV.

Phase / Phasing : See wave Schedule type of a campaign or of a media strategy.

Photo views (social media) : The number of views of your photos on your Page’s post as a result of your advert.

Pixel : Picture element (single illuminated dot) on a computer monitor. The metric used to indicate the size of Internet ads .

Planner or Media planner : Person in charge of the media planning of an account.

Poster : Print material of a billboard.

Post Likes (social media) : The number of likes on your Page’s post as a result of your advert.

Pre-buy / Post-buy (analysis) : Corresponds to the ﬁrst and last operaonal phase of a TV plan execuon ; may be used for other media campaigns.

Preroll Video : A preroll video ad is an In-Stream Video Ad that occurs before the video content the user has requested. See also In -Stream Video Ads.

Process : Method. Way of working or type of execuon.

Programme Enhancement / Enrichment : A term used for iDTV which refers to extra (interacve) digital informaon added on a tv-programme. E.g. more informaon on candidates, vong, play-along, etc.

QR codes: (Quick response) : or any codes with a barcode-like feature that your Smartphone is able to scan in order to receive addional informaon.

167 jargon R

Rate / rate card : Tariﬀ(s).

Rang : Momentary audience of a medium or, more frequently, of a TV-programme or a day part, expressed in an average percentage of a deﬁned period of me.

Reach : See cover, coverage. Net cumulated audience of a medium, expressed in a percentage in a deﬁned period of me.

Recall : Awareness of an ad message. Recall test (or post test): survey dedicated to the measurement of an ad message recall a er the concerned campaign.

Recency (planning) : Theory from US specialists usually promong the fact that one contact with the ad message would be enough and the coverage therefore would play the central role ; it is opposed to the frequency planning, valuing the idea that repeon would be the key factor of an eﬃcient media plan.

Recognion : See recall ; recognion evokes the praccal recall of an ad message based on the promoted material during a post test.

Redempon (rate) : See response rate.

Reporng : Acvity of producing a report, usually of a campaign or of a yearly schedule; quanﬁed and pragmac review; o en concerns speciﬁcally the post-buy phase of a TV campaign.

(market / markeng) Research : Surveys applied to markeng, adversing or media ﬁelds; normally based on samples and interviews.

Response rate /Response curve : Quanﬁed reacons of consumers to an oﬀer transmied by the campaign ; could be based on subscripons, phone calls, mails, click through's or coupons. The rate expresses a total result, while the curve illustrates the progress of the responses in a me scale.

Retargeting : The use of a pixel tag or other code to enable a third-party to recognise particular users outside of the domain from which the activity was collected. See Creative Retargeting, Site Retargeting.

Return : See R.O.I. (abbreviaon of).

RFID : (Radio-Frequency Idenﬁcaon) and NFC (Near Field Communicaon) are technologies like barcodes, which idenfy items and allow you to connect online with oﬄine. The common wording is “contactless”. For example, you simply have to place your mobile within a few cenmeters of a scanner. And the transacon is that easy. Some supermarkets and services such as transport are tesng this soluon at present. Check the case “Coca Cola RFID” on YouTube or by scanning.

R.O.I. : Return On Investment ; means the commercial / business impact a campaign may deliver, versus the invested budget.

ROS (Run-of-Site) : The scheduling of Internet adversing whereby ads run across an enre site, o en at a lower cost to the adverser than the purchase of speciﬁc site sub-secons.

RTB Real-me bidding (RTB) : The RTB acronym indicates a real-me system for either bidding on or buying of ad inventory. The inial RTB ecosystems evolved from the efforts of DSPs to create a more efficient exchange of inventory. Due to these roots, RTB ecosystems put significant emphasis on user informaon (demographic and behavioural data, for example), while taking less into account the situaon informaon (the publisher and context).

168 jargon S

(media) Sales house : Company managing the adversing space of media owners and their vehicles (also called "mandants" in Belgium).

Schedule / Scheduling : Plan of acon in a me frame / organisaon of the media means in a calendar (acvity of).

Scoring : Aribuon of scores, or weights, or notes on variables that are acve on a campaign’s eﬀect (budget, pressure, creave, strategy, etc.) ; this in order to opmize the budget allocaon and/or the achievement of other objecves.

SEA (Search Engine Adversing) : Specialized process that involves the selecng and buying of searched keywords so that the site is returned in paid search engine results.

Selecvity : Aﬃnity. Normally, “selecvity” is not used in English to express "selecvité" or "selecviteit".

SEM (Search Engine Markeng) : Type of Internet markeng that seeks to promote websites by increasing their visibility in search engines result pages.

SEO (Search Engine Opmizaon) : Specialized process that involves analyzing your website and making enhancements so that the site is returned in natural search engines results.

Set-top box (STB) : A decoder used to decode 1 and 0 to a TV image & sound. An STB is needed to receive digital television .

Shares (social media) : The number of shares on your Page’s post as a result of your advert.

Share of impressions : Percentage of impressions bought regarding the available impressions in the same period.

Spyware : Computer so ware that is installed sneakily to intercept or take paral control over the user’s interacon with a computer, without the user’s informed consent. Spyware programmes can collect various types of informaon, such as Internet surﬁng habits, but can also interfere with user control of the computer in other ways, such as installing addional so ware, and redirecng web browser acvity. The so ware usually does not contain commonly accepted standards of noce describing what the purpose and/or behaviour of the so ware is nor does it usually contain visible or funconing choice mechanisms for complete uninstall. The programmes are typically characterized by behaviours that can be considered decepve if not harmful to the user and/or his computer.

SSP or Sell Side Plaorm : A sell side plaorm (SSP), also called sell side opmiser, inventory aggregator, and yield opmiser is a technology plaorm that provides outsourced media selling and ad network management services for publishers. A sell side plaorm business model resembles that of an ad network in that it aggregates ad impression inventory. However, a sell side plaorm serves publishers exclusively, and does not provide services for adversers. The inventory managed by the SSP is usually purchased by aggregate buyers, either demand side plaorms (DSPs) or ad networks.

Survey : See research.

169 jargon T

Target (group) : Targeng : applying the deﬁned target in communicaon or media choices.

Tivo : Trade mark which associates the installaon of a PVR to several broadcasng services – cf. PVR.

Total Media Brand : To adverse on the diﬀerent formats of a medium (f.e. in newspaper : presence on paper, pdf, mobile app’s & online sites).

Trading Desk : An agency branch trading enty known as the expert operators in their use of new technology. These enes can be independent or operate within an agency holding company. This group of people (known as traders) play the day-to-day campaign management role. Used by Agency holding companies, operang agencies, adversers.

Trend(s) watching : Tracking of the trend’s dynamics.

Triple Play : With one simple subscripon, the consumer may simultaneously have access to a wide variety of services through TV, Broadband Internet and phone.

TrueView : a video ad format that gives the viewer opons, usually the ability to skip the adversement a er ﬁve seconds.

TSV : Time Shi ed Viewing.

TV Programmes on Demand (TVOD) : Archives of broadcasted TV programmes (old & recent).

Twitos : Twier users.

U&A : Usage and Atudes ; survey type studying the usage and the atude of a consumer target versus (a) speciﬁc product(s).

UGC or User Generated Content : Content created by the public at large, generally not professionally edited, and directly uploaded to a site.

Universal Search : Search Engine results made of mulple sources such as images, videos, organic results, …

Unique users : Individual or browser which accesses a website within a speciﬁc me period.

Vehicle : Named media channel, in the broad sense (a magazine or a TV staon).

Video-on-demand (VOD) : Rent ﬁlms/programmes via an on-line/cable library + choice of the me slot.

Video plays (social media) : The number of plays of your videos on your Page’s post as a result of your advert.

Video stream (on linear ﬂow) : Principle of leaving the programmes to provision, either by a connuous broadcast, or by a lodging near a broadcaster, or via a record requiring a hard disk. 170 jargon W

Walled garden : Controlled environment by the provider containing the Electronic Programming guide (EPG), the Video on Demand (VOD) environment, the walled garden sites, the general sengs, etc.

Warez : Warez refers primarily to copyrighted works distributed without fees or royales, that are traded, in general violaon of copyright law. The term generally refers to unauthorized releases by organized groups, as opposed to ﬁle sharing between friends or large groups of people with similar interests using a darknet.

Wave : Or ﬂight, or phase: adversing campaign unit. One wave corresponds to a complete acon, as part of a complete yearly schedule.

Wearout : Excessively used ad message.

Web 2.0 : Second generaon of web-based communies and hosted services such as social-networking sites, wikis, blogs which aim to facilitate creavity, collaboraon, and sharing among users.

Web Analycs : Measurement of the behaviour of visitors on a website. In a commercial context, it especially refers to the measurement of which aspects of the website work towards the business objecves.

Web-planning : Planning of netversing / webversing acons.

Weight (media) : Media pressure (related to adversing space).

Yield management : Yield and Revenue Management is the process of understanding, ancipang and inﬂuencing adverser and consumer behaviour in order to maximise proﬁts through beer selling, pricing, packaging and inventory management, while delivering value to adversers and site users.

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media studies media studies

Media studies are designed to estimate media reach through adapted survey methodologies: face-to-face questionnaires, self-applied questionnaires, viewing or listening diaries, TV peoplemeters, phone interviews and the counting of exposures to measure the number of Internet contacts. These reach figures are described as overall figures, but also according to socio-demographical criteria, the use and consumption of products and services or socio-cultural criteria.

Reach Studies

Among the high number of media reach studies currently available on the market, there are six major ones. Some of them are official studies implemented by the CIM; others are "private" studies carried out by media sales houses or various associations. The CIM's central strategic study (also known as PMPA) will be replaced by two surveys. There is a willingness to implement a new architecture. Tactical studies devoted to the Press, Television, Radio and Print should be maintained. The Cinema tactical study is integrated in the Press Study. The objective is to create a parallel study: “Target Group Monitor”, TGM, to replace and consolidate the existing survey on products, target groups and attitudes. The 6 main reach studies are the following ones: The CIM's taccal study on Radio was iniated end of 2002 and updated end of 2004. The mono-source study based on a logbook of one week listening was updated again in 2011 to integrate a third wave in order to give more precision on the seasonality. The CIM's taccal study on Outdoor, updated in 2007 (results published in 2008). The CIM's taccal study on TV, known as "Audimetrie" (or TV Audience monitoring). Since 2010, the Time Shi ed Viewing monitoring has been integrated. The control of print run and circulaon figures for the Press (cerfied by the CIM). The Metriweb, a permanent tracking of the Web traffic on local sites listed by the CIM. The Metriprofil study publishes twice a year the profile of the audience of websites listed in the CIM. The "Execuves & Managers" (TNS Media).

The CIM's Central Strategic Study

This pluri-media press and multi-products study was launched in 1973. It relates to media reach, to the buying and consumption of goods and services and to socio-cultural attitudes. Today, the pluri-media press survey is carried out face-to-face and is fully assisted by laptop (double-screen CAPI - Computer Assisted Personal Interview), while the "products consumption and attitudes" survey is self- compiled, in other terms completed by the respondent him/herself. This recent approach comes from the unusual length of the questionnaire and the widespread use of this technique for this type of survey in Europe. 175 media studies

The pluri-media, press and cinema survey is carried out each year. The survey about products consumption and attitudes is planned to be fully updated every two years. Both surveys are merged through a data fusion technique allowing the attribution of results from one study to the other. For each survey, the interviewed sample is made up of approximately 10.500 people aged 12 and above (before September 2001, it was 15 and above). All of them are Belgian or foreigners living in Belgium. As menoned before, the "products consumpon and atudes" survey was self-compiled and submied to the interviewees of the pluri-media / press survey. This addional part was interrupted in 2003 due to a lack of budget and agreement of its subscribers. The ﬁeldwork starng in June 2004 included it again, thanks to a new agreement. But the quesons on brands have been removed.

The combinaon of press / cinema / pluri-media / products surveys has various purposes : to describe the reach of nearly 200 press tles (Dailies, Magazines and Free Regional Press), some 30 Television channels, 30 Radio staons and Cinema behaviours to offer the possibility to cross-reference this informaon, especially media frequency, consumpon and/or purchase of the most significant goods, products and services, the socio-demographical profile of interviewees and a typology based upon their sociological atudes

The CIM OOH

The CIM-OOH study provides the audience ﬁgures for the main outdoor networks located on the streets, inside the metro and train staons and also on the trams and buses (Brussels and Wallonia). By crossing the travels data with the panels’ locaons, the OOH audience study provides the media performances for every panel or group of panels located within the 48 CIM cies. 4 media owners take part to the OOH audience study : JCDecaux Clear Channel Belgian Posters Think Media Outdoor A new version of the travel study is currently being pulled together. The aim being to turn the actual stac version into a semi-permanent study. The new travels data gathering will be spread across 4 years (2011- 2014), with results being integrated into the audience study every year. The recruitment and data gathering processes have also evolved and now include both an online plaorm and a smartphone app. The complete methodology is available on the CIM’s website (www.cim.be).

176 media studies

Audimetrie

"Audimetrie", or TV peoplemeter system (audience monitoring) is the electronic measurement of the TV reach. All TV channels that can be received in Belgium are concerned, yet full results are only available for Belgian channels. 1.500 electronic devices are used for the measurement, installed in 750 Dutch-speaking and 750 French- speaking households chosen to be representative of Belgian households. This random sample of households is renewed every 5 years. The study, run by CIM, is produced by Audimetrie SA that got, following a call for tender in 2001, a contract renewal for a 5-year period. In 2003, the “Audimetrie” has been adapted to the latest technical developments, such as digital TV. Since 2006, more techniques have been applied to get Video viewing audience and details about viewing patterns like overflow, VCR + DVD, Pay TV + Digital Video Recorder, Games + Other Screen Usage, other channels including Satellites. Since 2010, it is possible to analyse the “Time Shifted Viewing” up to 6 days after the broadcast day. Since September 2012, the Guest viewing is included in the study and is representative for panel members watching TV out of their own home. Audience monitoring consists of : an electronic box installed, with permission of the household, on the TV set itself, which automacally measures (without human intervenon) all channel changes. It is accurate to the second. However, channel changes are recorded only when the channel in queson is viewed for at least 15 consecuve seconds; a remote control very similar to the device used to operate a TV; household members are requested to nofy their presence in the room with the remote control whenever they are able to watch TV Audimeters are connected by modem to a central computer. Every night, the computer saves the data collected by the audimeters during the previous day. The accuracy of data produced by the audimeters is high : drastic checks are performed throughout the year. They show (as do similar checks abroad) that only ± 5% of the households belonging to panels present anomalies or do not participate correctly. The results of these 1.500 audimeters are used to carry out all reach studies of programmes, advertising blocks and commercials : who (households and individuals) is watching which programme and for how long ? Audimetrie subscribers receive the following on a daily basis : precalculated data concerning the reach per 15 minutes of programmes and adversing blocks, on selected target groups (46 target groups are bought by Dentsu Aegis Network Belgium) the ﬁle containing individual data, which makes it possible to study individual viewers' behaviour in the ﬁeld of loyalty, duplicaon, etc. and also to calculate the results for any of the socio-demographical target groups 177 media studies

For those TV channels with less than a 1% share of audience, a “reduced Audimetrie” gives reach (1 & 10 minutes) on a daily, weekly and monthly basis instead of rangs. All these channels have to pay in order to receive a report (called “MZR-RME”), containing results of their own staon as well as those of the competors. This report is distributed amongst all subscribers (including media agencies). The main deﬁnions with regards to audimetric results are : rang : calculated by taking the average of the reach of every second the event was broadcasted reach : calculated by taking into consideraon only those individuals who are present during at least 50% of the commercials broadcast me; for programmes, it counts how many individuals were present during at least 15 consecuve seconds share : the rao between the rang of a channel and the rang of total television consumpon (including the use of video) or versus commercial channels only. It is the proporon of the reach a channel is able to aract during a certain period of me

The CIM Control of Print Run and Circulaon for the Press

Reach studies are not the only source of information on printed media. Knowing the exact print run and circulation figures is also a valuable source of information for advertisers and media specialists. Setting up the OFADI (Office d'Analyse de la Diffusion Publicitaire) in 1951, a controlling organisation bringing together advertisers, media and advertising agencies, aimed to achieve accounting monitoring of print run, circulation and distribution figures for any media requesting this. When the CIM was founded in 1971, the acvies of the OFADI were taken over by the CIM's quantave secon. Print run and circulaon controls are compulsory for any tle wishing to be included in the CIM's reach study. Through the CIM's oﬃcial control reports, media specialists know exactly and on a regular basis the print run of a tle, its paid circulaon, its percentage of subscribers, the number of subscripons, the number of free copies and the number of unsold copies. This important control, supervised by the CIM, is realized by an external audit company. The publicaon format of the circulaon ﬁgures has been fully revised in 2005 for a higher transparency and with the agreement of all concerned pares.

178 media studies

Taccal CIM Radio Survey General Approach

The philosophy of the study is to be mono-source, resng on a logbook of one week listening (8 days for the respondent) on a sample of ± 8.000 interviews per wave. The recruitment of the respondents is performed through a face-to-face discussion in the residence, on the basis of random polling individuals having the required minimum age. For the individuals agreeing to take part, the invesgator fills with them the first day (the radio listening of the day before). The 7 following days of the logbook are to be filled by the person interviewed itself (on paper or via Internet).

The informaon gathered via the logbooks of listening is as follows : radio staons listened somemes : “at least 10 minutes during last month” radio staons listened during the past week : “at least 10 minutes during the past week” radio listening per ﬁ een minutes and per radio staon during the week of interview (period corresponding to the logbook of listening)

Last waves : wave 2014-1 : January-April ‘14 wave 2014-2 : May-Augustus ‘14 wave 2014-3 : September-December ‘14

179 media studies

Digital Studies

MetriWeb is a tool counng the “traffic” on sites that submied a request. Although there is no proper way right now to measure the Internet audiences and profiles in Belgium, several indicators do exist, such as Inra Belgium’s Net Surf. Metriprofil exists since 2006 and offers a new tracking tool which allows internet users profile descripons. Metriweb & Metriprofil are now linked to several tools such as TNS Atelier Internet, which allow the usage of all the data in an integrated way. Media investments are now integrated into the official CIM MDB. At the moment, the main actors of the Belgian internet sales houses are parcipang. Internaonal players such as Google, Facebook or RTB plaorms are not included, making such analyses irrelevant on a global scope. In addion, media sales houses in charge of commercializing adversing spaces on the Internet have the necessary tools to measure traffic and a generic profile of the surfers on the sites they have in their porolio. Other studies exist, such as the EIAA Study, which is an European one, studying how people consume the media and how surfers are using the Internet for communicaon, content and commerce. The BMM Barometer (Insites) provides an idea of the profile of the Belgian’s behaviour on social networks and on mobile devices. Comscore is an internaonal tool measuring the audience and profile of potenally every sites visited from Belgium via a panel.

The VINK Study

Started during the summer 2013, VINK (Video INcremental thinK) is an exclusive Dentsu Aegis Network study about online video consumption, across devices (desktop, laptop, connected TV, setup boxes, etc.) and the perception of advertising around it (PreRoll). This study collects more than 766 interviews of different people representative of the 15-70 years old Belgian population with different segments of ages, social groups, gender and behavior. A third update of the study is planned scheduled in 2015 with new topics.

Media Investments : MDB

From 2001 until end 2010, the CIM appointed Mediaxim to take care of the collection of information on the media investments of advertisers. Since January 2011, MediaXim was the only operator of the MDB study. For legal reasons, the CIM does not supervise the MDB anymore. Yet, the methodology has remained the same since 2011. In 2013 Mediaxim was taken over by Nielsen. The methodology remained unchanged. In 2006, the Free regional press was included in this study again, after an absence of 5 years. That same year, a newcomer, Internet, was also taken into account. And in 2010, the taxes in Outdoor were included in the valorisations. MDB data are based on gross figures. Discounts for advertisers, promotions, compensations and other negotiations are not included. Every form of "brand advertising" is included in this measuring. Are excluded : the classified ads, job offers (with a few exceptions), direct mailing, distribution of brochures, production costs,180 etc. media studies

Managers and Leaders 2015 Study (publicaon end of March)

Produced by TNS-Media, the Execuves Survey is the reference for mediaplanning when talking business on the Belgian market. It speciﬁcally targets decision makers in business and describes the target execuves with a stascally reliable sample. It analyses the products and services used by managers in a business and decision-making context. Main focus is on the press read by managers, generalist or specialist, and it allows media planners to understand how execuves are using the 5 big media : Press, Internet, Radio, TV and Cinema.

Etude TNS ILRES Plurimedia (Grand Duchy of Luxembourg)

« TNS ILRES PLURIMEDIA » is a media study directed by TNS ILRES & TNS MEDIA about reach in media Print, Radio, TV, Cinema, Foldering & Internet. The sponsors are Editpress SA, IP Luxembourg/CLT-UFA, Saint-Paul Luxembourg SA. and the government. This study was conducted by telephone among a sample of 2,528 people representave of the populaon residing in the Grand Duchy of Luxembourg, aged 12 years +. For the press tles, the audience measurement is based only on the 15+. The ﬁeld survey took place from September 2013 to May 2014 .

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useful addresses useful addresses

3C Corporate Communications Community Av. du Roi Albert 101 www.3c.be Koning Albertlaan 101 1082 Brussels Tel : 02/414.04.32

A.B.M.A. Association Belge des Media c/o RMB Audiovisuels ASBL Rue Colonel Bourg 133 Belgische Vereniging van Audiovisuele Media Kolonel Bourgstraat 133 e-mail : www.abma-bvam.be 1140 Brussels [email protected] Tel : 02/730.44.11

A.C.C. Association of Communication Sint-Huibrechtsstraat 17 Rue Saint-Hubert Companies 1150 Brussels e-mail : [email protected] Belgium Tel. : +32 2 761 19 99

A.C.E.A. Association of Communication Events Agencies Rue J-B Baeck 33 - B 1 e-mail: [email protected] J.B. Baeckstraat 33 - B 1 www.aceaweb.be 1190 Brussels Tel: 02/370.65.72

B.M.M.A. Belgian Management & Marketing Association Rue Colonel Bourg 133 www.bmma.be Kolonel Bourgstraat 133 1140 Brussels Tel : 02/730.44.21

B.D.M.A. Belgian Direct Marketing Association Noordkustlaan 2B e-mail : [email protected] 1702 Groot-Bijgaarden www.bdma.be Tel : 078/77.00.12

B.P.R.C.A. Belgian Public Relations Consultants Association Av. Du Roi Albert 101 e-mail: [email protected] Koning Albertlaan 101 www.bprca.be 1082 Brussels Tel: 02/414.27.88

C.C.B. Crea ti ve Cl ub of Bel gi um Rue Barastraat 175 email : [email protected] 1070 Brussels www.creativeclub.be Tel : 02/511.49.69

C.I.M. Centre d’Information sur les Medias Herrmann Debrouxlaan 46 Centrum van Informatie over de Medias Avenue Herrmann-Debroux 46 e-mail : [email protected] 1160 Brussels www.cim.be Tel : 02/661.31.50

C.S.A. Conseil supérieur de l'audiovisuel Bld de l'Impératrice 13 e-mail : [email protected] Keizerinlaan 13 www.csa.be 1000 Brussels Tel : 02/349.58.80 185 useful addresses

E.A.C.A. European Association of Communcations Agencies Boulevard Brand Whitlock 152 www.eaca.eu Brand Whitlocklaan 152 1200 Brussels Tel : 02/740.07.10

EFFIE asbl Effie Award vzw Z.1. Researchpark 120 e-mail: [email protected] 1731 Zellik www.effiebelgium.be Tel. 02/467.57.82

E.M.C. European Marketing Confederation Square de Meeûs 35 www.emc.be 1000 Bruxelles email. [email protected] Tel. 02/742.17.80

ESOMAR Association Mondiale des Professionnels des Atlas Arena Azië bulding 5th floor Etudes de Marchés et des Sondages d'Opinion Hoogoorddreef 5 e-mail : [email protected] 1101 BA Amsterdam Pays-Bas www.esomar.org Tel : 31 20/664.21.41

F.E.D.M.A. Federation of European direct and Av. Arianelaan 5 Interactive Marketing 1200 Brussels e-mail [email protected] Tel : 02/779.42.68 www.fedma.org

FEBELMAR Fédération Belge des Bureaux d'étude de Marché. Febelmar vzw Belgische Federatie van Marktonderzoeksbureaus. Noordlaan 1 e-mail : [email protected] 1702 Groot-Bijgaarden www.febelmar.be Tel: +32 (02) 502 65 75

G.R.P. Groupe de Réflexion et de Planning Rue Colonel Bourg 133 Groep voor Research en Planning Kolonel Bourgstraat 133 e-mail : [email protected] 1140 Brussels www.grp.be Tel : 02/730.45.05

I.A.A. Internation Advertising Association Global Office (World Service Center) e-mail: [email protected] 747 Third Avenue 2nd Floor www.iaaglobal.org New York, NY 10017 Tel: + (1) 646 722 2612

IAB Interactive Advertising Bureau Rue Barastraat 175 Belgium e-mail : [email protected] 1070 Brussels www.iab-belgium.be Tel : 02/526.55.66

J.E.P. Jury d’Ethique Publicitaire Rue Barastraat 175 Jury voor eerlijke Praktijken inzake reclame 1070 Brussels e-mail : [email protected] Tel : 02/502.70.70 186www.conseildela publicite.be / www.jep.be useful addresses

Markcom Association des agences conseils en marketing et communication Rue Alcide de Gasperi 7 e-mail: [email protected] L-2014 Luxembourg www.clc.lu Tel: 439444-1

M.C.E.I. Marketing Communications Executives Siège Administratif international Chemin des Cressonnières 16 e-mail : [email protected] 1325 Chaumont-Gistoux http://nl.mcei.be Tel : 010/68.13.63

STIMA Stimulating Marketing Z1 Research Park 120 e-mail : [email protected] 1731 Zellik www.stima.be Tel : 02/467.59.59

The Press Fédération Belge des magazines Rue Barastraat 175 Federatie van de Belgische magazines 1070 Brussels www.thePpress.be Tel : 02/558.97.50 email: [email protected]

U.B.A. Union Belge des Annonceurs Antwerpselaan 2 Unie der Belgische Adverteerders 1853 Strombeek-Bever e-mail : [email protected] 02/260.05.79 www.ubabelgium.be

U.M.A. United Media Agencies Av. des Nénuphars 12 [email protected] Waterleliënlaan 12 www.uma.be 1160 Brussels

U.P.M.C. Union Professionnelle des métiers de la communication Maison de la Presse e-mail: [email protected] / [email protected] rue Haute souvenière 19 www.upmc.be 4000 Liege

V.C.M. Vlaams Commissariaat voor de Media Koning Albert II laan 20 (b21) www.vlaamseregulatormedia.be 1000 Brussels Tel : 02/553.45.04

VEPEC Vereniging voor Promotie en Communicatie Stekelbaarsstraat 46 e-mail: [email protected] 2340 Beerse www.vepec.be Tel. 014/61.29.71

V.M.A. Vlaamse Management Associatie Schaliënstraat 3 www.vma-be.org 2000 Antwerpen [email protected] Tel 03/250.65.45

W.F.A. World Federation of Advertisers Av. Louiselaan 166 e-mail : [email protected] 1050 Brussels www.wfanet.org Tel : 02/502.57.40 187 useful addresses

Web Adresses Television Out of Home www.ipb.be www.belgianposters.be www.mtvnetworks.be www.brightfish.be www.mytransfer.be www.clearchannel.be www.rmb.be www.boomerang.be www.roulartamedia.be www.jcdecaux.be www.var.be www.posterscope.be www.vijf.be www.thinkmediaoutdoor.be http://medialaan.net/tv-advertising http://spicymotion.be www.vier.be

Radio Internet - Search www.ipb.be www.advertising.microsoft.com http://medialaan.net/radio-advertising www.adwords.google.com www.rmb.be www.google.com/analytics www.var.be www.beweb.be http://mediahuisconnect.be Cinema www.facebook.com/advertising www.brightfish.be www.hi-media.be www.iprospect.be www.isobar.be www.pebblemedia.be www.persgroepadvertising.be www.rosseladvertising.be www.skynetcorporate.be www.youtube.com/advertise

Live Communication www.newworld.be

188 useful addresses

Dailies Magazines http://mediahuisconnect.be www.charliemike.be www.ipl.lu http://mediahuisconnect.be www.persgroepadvertising.be www.customregie.be www.regie.lu www.decom.be www.ipmadvertising.be www.editionsventures.be www.newspaperswork.be www.effectivemedia.be www.rosseladvertising.be www.ipmadvertising.be www.trustmedia.be www.ipb.be www.ipl.lu Free Regional Press www.kluwer.be http://mediahuisconnect.be www.mmm.be www.rosseladvertising.be www.persgroepadvertising.be www.roulartalocalmedia.be www.produpress.be www.publicarto.be Trade Press www.regie.lu www.mm.be www.rosseladvertising.be www.roulartamedia.be www.sanoma.be/medialogue.be www.trevi-regie.be www.trustmedia.be www.vabmedia.be

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