Status CIM ONE: can we expect effective cross-media measurement in Belgium?
Towards transparent cross-media net reach measurement to finally assess the true impact of your campaigns.
Introduction
Today, an advertising campaign uses on average nine different touchpoints: TV, digital platforms, social media, audio, press,… While this multi-channel approach maximizes reach, it also makes measuring impact more complex than ever.
Data related to net reach and frequency often remains incomplete, difficult to compare, and challenging to measure across platforms. This inability to accurately and consistently measure a campaign’s true reach complicates the objective evaluation of performance, resulting in ad overexposure, poorly optimized budgets, and consumer fatigue.
It is precisely to address this need that transparent and reliable cross-media measurement has become essential. The CIM (Centre for Information about Media) is currently developing, through the CIM-ONE project, an integrated solution aimed at providing a clearer, more accountable, and more effective framework for measuring campaigns across all channels.
In this context, UBA invites you to a new UBA Exchange Community session dedicated to cross-media measurement: understanding the challenges, reviewing the progress in Belgium, and identifying, in practical terms, what this means for you as an advertiser.
This event will bring together two speakers who are at the heart of the topic:
- Yannick Carriou (CEO of Médiamétrie) will provide an international perspective: why cross-media progresses differently from country to country (maturity of stakeholders, privacy constraints, data exchange with platforms, market size,…), and what useful lessons can be drawn from the French experience, without falling into a simple “copy-paste” approach.
- Koenraad Deridder (General Manager at CIM) will then present the current state of cross-media measurement in Belgium: what CIM ONE currently covers, what is already concretely available, and what advertisers can expect in the short and medium term. The objective: to clarify, reassure, and make the topic actionable.
The session will conclude with a networking lunch to continue discussions among members.
Language
The session is conducted in Dutch and in French, the presentation materials are in English. Participants may engage in discussions in their preferred language.
Schedule
On Friday 24 April:
9:30 - 10:00
Welcome
10:00 - 10:45
Yannick Carriou
10:45 - 11:30
Koenraad Deridder
11:30 - 12:00
Q&A
12:00 - 13:00
Networking with lunch
Speakers
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Koenraad Deridder
Algemeen Directeur at CIMKoenraad Deridder is the General Manager of CIM (Center for Information on Media) in Belgium since October 2023.His mandate involves implementing a new strategy for the JIC, shifting the focus towards a holistic, consumer-centric view of media consumption. He has a vast experience in research and... -
Yannick Carriou
CEO at MédiamétrieA graduate of Ecole Polytechnique and ENSAE, Yannick Carriou was Managing Director of TNS-Sofres France (2006-2010), Ipsos France (2010-2012) and CEO of Ipsos Connect (2013-2017). Between 2017 and the end of 2019, Yannick Carriou was Chairman and CEO of Teknowlogy Group. He has been Chairman and...
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Prices
The UBA Exchange Communities are privileged moments where managers and experts discuss specific topics to help their brands evolve. Participation is free and exclusive to UBA brand members. Experience sharing is at the heart of these sessions.
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