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.
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.
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.
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 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.
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.
UBA plays a key role in the CIM and supports its evolution towards a consumer-centric cross-media study: "CIM One." The UBA is represented in various bodies of the CIM, such as the Board of Directors, the Bureau, and several strategic committees. The "Halo" framework, introduced by ISBA in the UK, along with the renowned "Origin" project, serves as a strong reference for CIM.
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).
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