Media Sector Trends and Evolutions in Belgium
The Media domain analyzes the evolution of the Belgian media landscape. Detailed reports on advertising effectiveness and trends such as Retail Media are regularly covered through articles, case studies, and Master Classes. We are also examining the evolution of media costs, net investments in digital media, and new methods for measuring cross-media audiences, particularly within the new CIM One Framework, in which UBA is actively participating.
Digital Benchmark
The Digital Benchmark analyzes investments in online media. The joint report by UMA and UBA presents the evolution of net advertising expenditures by participating agencies and advertisers, covering various digital formats such as Display, Online Video, Paid Social, and SEA. The data is compiled to provide an overview of the role of digital in the media mix across 44 economic sectors.
Media Key Facts
The Media Key Facts, in partnership with Nielsen, is offered to UBA members to provide data on advertising expenditures in Belgian media. This tool tracks advertisers' investments across various channels such as television, radio, press, outdoor, and cinema, helping marketing and advertising professionals make informed decisions for their own media strategies.
Media cost inflation
The "Outlook" report from the World Federation of Advertisers (WFA) analyzes key media channels across thirty-four markets. It offers insight into the evolution of media cost inflation in Belgium, while providing international comparisons. Additionally, it includes forecasts on future trends for Belgium and its major neighboring markets.
Retail Media
Retail Media is emerging as a key trend in marketing, with the potential to become a true mass media channel. In collaboration with UBA, bvA (Dutch Association of Advertisers), and BABM, a whitepaper has been developed to establish best practices in terms of transparency, effectiveness, and security for brands.
Effectiveness
Efficiency is a key priority for marketers, who must constantly compete to capture consumer attention. Additionally, balancing short-term results with the long-term development of the brand is a significant challenge. The UBA addresses this complex issue by offering both foundational training and Exchange Communities, enabling experts to share their experiences. UBA is also a partner of the EFFIE Awards.
Cross-Media
As the representative organisation of advertisers in Belgium, UBA defends the interests of its members within the CIM’s tripartite structure, bringing together Advertisers, Agencies and Media.
To support its members in measuring media performance more effectively, UBA actively contributes to the development of a new cross-media measurement system within the CIM. The CIM ONE study represents a key milestone in establishing this integrated and future-proof measurement framework.
By assuming this role, UBA ensures that the expectations and needs of advertisers are fully reflected in the ongoing evolution of cross-media measurement.
Go to the CIM page for in-depth info.
Our Media expert is Luc
Luc Eeckhout, media expert, joined UBA in January 2024, bringing with him extensive expertise in media strategy and research. Throughout his career, Luc has focused on media analysis and data-driven strategies. He has previously held several leadership positions in the media industry and has been deeply involved in audience measurement, working closely with CIM (Centre for Information on the Media).
Knowledge and Insights
-
How the CIM became a thought leader on the international stage
The roll-out of CIM ONE is generating interest abroad. CIM has been invited to explain its c...UBA Focus News
-
Media inflation cools in Belgium
Each year around this time, the World Federation of Advertisers (WFA) releases its biannual ...UBA Focus News
-
Why CIM ONE is not a global initiative
Glocalisation proves to be the preferred strategy when establishing a cross-media measuremen...UBA Focus News
Trainings
-
Marketing Effectiveness Certification Program
Become certified in Marketing Effectiveness.
Show eventUBA Focus
-
From guesswork to growth: how MMM transforms your strategy
Move beyond assumptions and uncover the real impact of every channel. Learn how to optimize ad spend, boost ROI and lead with data-backed decisions.
Show eventUBA Focus
-
Fundamentals to be effective in media
Media & communication effectiveness: what really works?
Show event