Danny Devriendt and his guests discuss the role of local media – part 3 –
In the final part of this debate Danny and his guests discuss the effect of programmatic buying and extreme targeting on effectiveness. They make more personalized advertising possible but in the end also make brand building more difficult. What is the role of ‘classic’ local media in brand awareness and brand building?
Learn more about the genuine assets of magazine media:
Magazines offer you engaged audiences.
The power of a media brand affects the brands that advertise in it. That’s why your ad will benefit from the trust that the magazine has built with its readers.
Brands use magazines’ creative possibilities to stand out.
An ad you can smell or taste? A packshot that glows in the dark? In magazines anything that tickles the five senses is possible!
Magazine-makers are storytellers by nature.
They are pioneers and experts in keeping the right balance between editorial and commercial content. This is where native advertising fits in your content strategy. People love beautiful stories. And for a brand it’s great to be part of such a story.
Magazine ads are not intrusive: readers see them as complementary info.
The word “magazine” is derived from the French word “magasin”, a place of commerce where customers take the initiative. A shop is inspiring and not intrusive. No wonder then that magazines are the most trusted medium for consumers.
Cross-media solutions in magazine media enhance ROI substantially.
The cross-media approach of magazine publishers offers you more chances to reach your target groups via different platforms.
International and national speakers will guide you through these insights. They will prove how magnificent magazine media are for brands.
MVT is a tv-host, writer and musician. He presented and made tv-shows and programs for public and private broadcasters in Belgium, The Netherlands and throughout Europe, ie VRT, VPRO, VTM and MTV-Europe. He was columnist and wrote stories about the United States, a biography about his father and his own life. Since the start of the so-called Belpop, Marcel Vanthilt is a performing artist and music composer for his band Arbeid Adelt and as solo-artist. In 2018 he released a new album, CA$HCA$H (V2-Records). Since this summer Marcel is a radio-dj at Willy, the first & only rockmusic radiostation by DPG Media, broadcasting on DAB+ & online. He also hosted a weekly Facebook tv-talkshow for the Tourist Board of Ostend, with more than 100.000 views per episode. And he composed music to a newly published poetry anthology about jenever for the Jenever Museum in Hasselt”.
Bernard Cools and Bruno Liesse will talk about their new study about the attention for advertising. They came up with the Alpha Index, which offers the market a better picture of the impact that the various media have, inspired by a study of the same name from the French agency MY Media.
Bruno Liesse is Senior Consultant for Space (Polaris founder), NP/NewsPower and lecturer. He started his career 30 years ago at Ogilvy One & Dataconsult, followed by TNS, Newton 21 and Mobistar before working 17 years at Dentsu Aegis Media.
Bernard Cools is Chief Intelligence Officer at Space. He joined the company 27 years ago gradually becoming responsible of all strategic thinking (research and channel planning). Prior functions include media planner at DDB and Young & Rubicam. Bernard is president of the TC NRS CIM.
Deniz Sariyildiz will explore the roles of different media channels from a brand building perspective with a particular focus on planning the role of magazines in the media mix. In a world of extreme digital fragmentation, do we still have tools to create quality reach? Despite the changing media behaviours professionally edited, original content that focuses on a particular passion point shared by the brand and the reader, protects is value.
Deniz has 12 years of experience in consulting for brand exposure, creative efficiency and growing strong brands across several industries. For the recent years, she has been connecting the dots of brand growth within the rapidly evolving media landscape. Deniz is from Turkey, having lived in the UK, Italy, Czech Republic and currently Belgium.
Roger Verdurmen is Strategy Director at DPG Media in the Netherlands. In this capacity he is a.o. responsible for Brand Studio: the place where all branded content creation related creative and strategic disciplines meet. With 15 years of experience as a marketing communications strategist Roger is a likely advocate for a conceptual approach to branded content. Preferably long term, cross media and with maximum contextual relevance.
How important are local media in today’s media landscape?
Trust in local media is still relatively high in Belgium. But are the local media able to tap into this momentum and claim their role as a credible, trusted voice? The big question for the public is who they can trust today, as a source of information ánd with their data. The fourth power is crucial to our democracy. Free press is the bedrock of our freedom of expression and controls the political and judicial powers. For advertisers strong local media could well be the best way to combat fraud and brand insecurity. Our host, Danny Devriendt will discuss all aspects with his guests.
Danny Devriendt is managing director of IPG/Dynamic (Interpublic Group of Companies) in Brussels; founder/Owner of Heliade* consulting and the CEO of the Eye of Horus, a global think-tank for communication-technology related topics. He started his career as a journalist, working for Roularta Media Group, Mediahuis, La Libre Belgique and the Vlaamse Radio- en Televisieomroep.
Danny writes regularly on communication platforms, information technology and trends. Business Insider ranks him the 3rd most influential ad Executive on twitter. A passionate member of the European Press Federation, he still contributes as a journalist to a plethora of on- and offline publications, and is the editor in chief of Heliade.
Danny Devriendt lives in Belgium with his family, but spends a lot of time in a historic family cottage in Normandy. He loves writing, and is an avid reader.
François le Hodey
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