When we look at our media landscape, we can be incredibly proud of the quality of our local content in Belgium, especially in Flanders. Programs like De Mol, De Slimste Mens ter Wereld, and De Verraders are not only audience favorites but also showcases of creativity and craftsmanship. These programs connect people, evoke emotions, and consistently prove that Belgian content ranks among the best. And we should take more pride in that.
This is an important theme. Not just because I’m personally a huge fan of Belgian content – believe me, I’m glued to my screen every week for De Mol – but because this content has a much broader value for our media landscape. It’s something we, as an industry and advertisers, must take care of.
Let’s be honest – in practice, when creating media plans, people often quickly turn to the GAFAM platforms. I see this happening at Semetis as well. And don’t get me wrong, I understand why. Platforms like Google, Facebook, and Amazon offer scale, convenience, and speed. But it’s a shame that we sometimes overlook the significant investments made by local players like DPG. Take their user-friendly Ad Manager, designed to fully support advertisers. On the other hand, Ads & Data recently partnered with VRT and HBO Max, making its AVOD video inventory the largest in Belgium. In French-speaking Belgium, RMB strengthened its position as a partner with services like Flash, Slice, and Vibe, addressing creative, content, and data challenges respectively.
It’s unfortunate that GAFAM platforms are often the first choice. The content produced by our local saleshouses fits perfectly with our Belgian audience. Our country is unique in Europe – the cultural nuances, the humor, the stories told here... This content offers advertisers unparalleled flexibility to integrate their brand organically and relevantly. Think of the chefs from Masterchef shopping at Carrefour. You won’t see Emily in Paris quickly swapping her stilettos for a pair from Torfs – but wouldn’t that be fun?
Let’s be honest: if we’re not careful, this high-quality content could disappear quickly. A significant portion of the funding for local content comes from advertising revenue. And with the growing pressure from international competitors and the cord-cutting trend, those revenues are under serious threat. If these trends continue unchecked, programs like De Expeditie or La Trêve might disappear in the future.
We, as advertisers, can all contribute. Yes, it takes more time and budget to work with local partners. But believe me, it’s worth it. Collaborating with Belgian saleshouses not only benefits advertisers but also the media landscape as a whole.
Why Collaborating with Belgian Saleshouses Matters
A strong choice for local brands
Belgian saleshouses offer advertisers the opportunity to reach their target audience authentically and effectively. Platforms like VRT, DPG Media, and Ads & Data score high on ad equity, leading to better brand perception and higher effectiveness.
An active role in the Belgian ecosystem
Local saleshouses fund initiatives like CIM, strictly adhere to Belgian advertising laws, and actively contribute to improving our media landscape. Working with them means supporting a healthy ecosystem.
Valuable creative partners
With in-depth knowledge of the Belgian market and culture, saleshouses provide unique insights to strengthen media strategies. They help brands find a relevant and creative match between content and audience.
Unique data opportunities
Saleshouses like DPG and Ads & Data have access to extensive datasets through their media channels and partnerships, such as with Carrefour, Tom & Co, Telenet, and Proximus. This enables targeted and effective campaigns.
Contribution to the Belgian economy
Local saleshouses create jobs, support other sectors, and invest in our economy. Unlike GAFA platforms, they have a direct and measurable impact on Belgian society.
High-quality Belgian content
Programs like De Mol and The Masked Singer are prime examples of local productions that give brands the chance to connect with their audience uniquely.
My Call to Action
Invest in local partners and be patient. The GAFAM platforms have invested millions in their systems, but that doesn’t mean local saleshouses don’t provide value. On the contrary, they are excellent creative partners and have proven they can truly support advertisers in achieving their goals.
Conclusion
Don’t get me wrong: this is not an argument against Google or Meta. They absolutely have an important place in the ecosystem. Their scale, technology, and targeting capabilities are often indispensable. But this is a wake-up call. It’s my responsibility as an advertiser to ensure that the unique, high-quality Belgian content doesn’t disappear from our market. Only by balancing local and international players can we continue to enjoy the best our media landscape has to offer.
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Janne Beke
