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MAGnify 2020: why is context important for marketing?

Roger Verdurmen talked at MAGnify 2020 about the influence of context on our perception of normalilty, on our behaviour and on brand appreciation and message transfer in magazines and print.

Read our interview with Roger Verdurmen here

Verdurmen is Strategy Director at DPG Media in the Netherlands. With his experience at Brand Studio (branded content creation and strategy) and his personal interest in the research evidence he builds a strong case for context planning.

In this first part Roger explains why context is so important.

We have cut the presentation of Roger Verdurmen (and the other speakers!) into short form videos per subject.

You can access all 6 videos by Roger Verdurmen here.

The other subjects are:

  • Behaviour and value
  • Credibility
  • Proof: framing, Halo-effect
  • Proof: conceptual fluency, mindset, effectieve aandacht
  • Context in daily practice

Danny Devriendt discusses local media with his guests (part 2)

The key note speeches, divided into short form video you can find here:

 

MAGnify 2020: Results from Kantar’s COVID-19 Barometer

Deniz Sariyildiz, Director Creative & Media Effectiveness at Kantar, explores the roles of different media channels from a brand building perspective. In a world of extreme digital fragmentation, do we still have tools to create quality reach? With data from a range of Kantar research sources.

Read our interview with Deniz Sariyildiz here

In this video Deniz Sariyildiz shows some results of Kantar’s global COVID-19 Barometer. Covid changed the dynamics: we are consuming more media and to cut through the clutter with brand communication is more important than ever. Relevant content is always appreciated by people, concludes Deniz.

We have cut the presentation by Deniz Sariyildiz (and the other speakers!) into short form videos per subject. In the first part Deniz talked about the changing global media landscape.

You can access all 6 videos by Deniz here.

The other subjects are:

  • Results of the COVID-19 Barometer
  • The rol of magazines and other media in the mix
  • Receptivity and Trust
  • Influence of context
  • Key take-outs

Watch Danny Devriendt discuss local media with his guests (part 2)

The other two key note speeches, divided into short form video you can find here:

Deniz Sariyildiz MAGnify 2020

MAGnify 2020: Kantar on the changing global media landscape

Deniz Sariyildiz, Director Creative & Media Effectiveness at Kantar, explores the roles of different media channels from a brand building perspective. In a world of extreme digital fragmentation, do we still have tools to create quality reach? With data from a range of Kantar research sources, a.o. their COVID-19 Barometer.

Read our interview with Deniz Sariyildiz here

In this first part Deniz shows research based evidence about the changing global media landscape. 40% of advertisers and media-experts are not sure they use the opmital balance between online and offline channels.

We have cut the presentation by Deniz Sariyildiz (and the other speakers!) into short form videos per subject. You can access all 6 videos by Deniz here.

The other subjects are:

  • Results of the COVID-19 Barometer
  • The rol of magazines and other media in the mix
  • Receptivity and Trust
  • Influence of context
  • Key take-outs

Watch Danny Devriendt discuss local media with his guests (part 2)

The other two key note speeches, divided into short form video you can find here:

Bernard Cools

The Alpha Index: results of the study (Bernard Cools)

Bernard Cools and Bruno Liesse 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.

In these two short videos Bernard Cools presents the main results from the Belgian study.

In the first video: reported attentiveness per medium, per media category and format and a comparison with the French results

In the second video: clutter perception, ad integration, optimized attention, relationship frequency / attention.

We have cut the presentation by Bruno Liesse and Bernard Cools into short form videos per subject. Watch the first part where Bruno explains what the Alpha Index is here.

The other subjects are:

  • How we made our survey
  • Key Learnings
  • Next steps

All short videos from The Alpha Index presentations of Bruno Liesse and Bernard Cools you can access here.

Watch Danny Devriendt discuss local media with his guests (part 1)

The other two key note speeches, divided into short form video you can find here:

Portret Danny Devriendt, IPG/Dynamic

Lokale media: net zoals in de Asterix-strips doen de Belgen het goed

MAGnify 2020 zit er bijna op. Maar besluiten doen we met een ‘bang’. Meer bepaald een debat waarin de rol van lokale media centraal staat. Moderator is Danny Devriendt (IPG Dynamic). We polsten hoe hij zelf over het onderwerp denkt.

Het debat (part 1) is nu hier te bekijken

Er lijkt een momentum te zijn voor lokale media. Elementen als brand safety, viewability, maar ook fake news en Donald Trump dragen daartoe bij. Dat is waar Danny Devriendt het volmondig mee eens is, al zorgt hij meteen voor de nodige nuance: “Lokale media worden altijd tegenover internationale spelers als Google en Facebook geplaatst. Het is altijd ‘versus’. Dat hoeft niet zo te zijn. Waarom zouden ze niet samen kunnen bestaan? Soms elkaar versterkend, soms botsend? Sociale media verspreiden op een bepaalde manier nieuws. Gebruik je dat als lokale media, dan kom je zo in hun ‘echochambers’ en kan je ook bereik opbouwen.”

Belgen mogen zich gelukkig prijzen

In België ziet het er voor lokale media nog betrekkelijk goed uit, vindt Devriendt. “Ik noem het het betere ‘Asterix’-gevoel”, zegt hij. “We hebben het geluk in een land te leven waar, zowel in het Noorden als het Zuiden, lokale media goed standhouden. Op tv-vlak heb je bijvoorbeeld met VRT-DPG Media en RTBF-RTL twee stevige blokken die elkaar in evenwicht houden én ook op het vlak van nieuws concurrenten zijn.”

Ook in andere media ziet Danny Devriendt die belangrijke lokale component. Al is niet alles kwaliteit, zegt hij: “Als ik sommige artikels in Het Laatste Nieuws lees, merk ik weinig verschil met het Breitbart dat Donald Trump ophemelt. Een kritische houding moet toch zeker de lokale media kenmerken. Toen ik zelf als journalist werkzaam was, kreeg je soms meerdere dagen om een onderwerp uit te spitten. Dat is nu niet meer aan de orde.”

Symbiose?

In het debat wil Danny Devriendt dan ook vooral nagaan hoe lokale media hun eigen sterktes nog beter kunnen uitspelen en nagaan of het echt David tegenover Goliath moet zijn. “Ik vraag me af of er geen symbiose mogelijk is, die de sterkte van beide benut”, klinkt het. “Zo is op Facebook het nieuws niet altijd juist. Lokale media zouden factcheckers kunnen inschakelen om bijvoorbeeld de informatie over complottheorieën te ontmaskeren. Dat zou hun rol versterken en hen toelaten om uit hun vaste bubbel van lezers te treden. En ook Facebook heeft er baat bij. In mijn ogen zorgt een symbiose voor het ideale systeem tussen groot en klein, en laat het lokale media toe om hun rol als vierde macht ten volle te vervullen.”

Rol adverteerder

Het pleidooi van Danny Devriendt kan natuurlijk pas realiteit worden als ook het business model er anders gaat uitzien. “Ik besef dat zowel uitgeverijen als sociale media moeten komen tot een manier om lezersinkomsten op internet te genereren voor deze lokale media”, klinkt het.

Daarnaast ziet hij een belangrijke rol voor adverteerders, waarvan er een aantal (waaronder D’Ieteren) zich al enkele maanden geleden hebben voorgenomen voortaan een bepaald deel van hun mediabestedingen voor lokale media te voorzien.

“Ik vind dat adverteerders daar meer moeten bij stilstaan en hun macht gebruiken”, stelt Devriendt. “Als je het niet eens bent met de kwaliteit van een medium, investeer je er niet in of stel je voorwaarden. Bij wie er de kantjes afloopt, kan de adverteerder zijn inkomsten wegtrekken. Financiële impact is het enige dat die spelers voelen.”

Devriendt pleit dus voor een kwaliteitstandaard. Wie die niet haalt, krijgt geen geld meer van de adverteerder. “En daar moet je uiteraard heel verstandig mee omspringen”, klinkt het. “Als adverteerder is inmenging in de inhoud not done, maar je kan wel eisen dat een bepaald percentage van jouw uitgaven naar journalistiek gaan.”

“Je voelt dat de tijd hiervoor rijp is”, besluit Devriendt. “Adverteerders die gedurende een aantal maanden niet op Facebook adverteren; dat was enkele jaren geleden ondenkbaar.”

Portret Danny Devriendt, IPG/Dynamic Danny Devriendt, IPG Dynamic

Bekijk alle MAGnify videos hier!

Lees ook de interviews met de MAGnify sprekers:

MAGnify 2020 – What is the Alpha Index?

Bernard Cools and Bruno Liesse 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.

Listen to Bruno Liesse explain what the Alpha Index is exactly and why it is important for advertising and media.

We have cut the full presentation into short form videos per subject. This is the first part, What is the Alpha Index?

The other subjects are:

  • How we made our survey
  • Results of the study – Attention by media category / format
  • Results of the study – Clutter perception, Ads integration, Attention optimization
  • Key Learnings
  • Next steps

All short videos from The Alpha Index presentations of Bruno Liesse and Bernard Cools you can access here.

Watch Danny Devriendt discuss local media with his guests (part 1)

The other two key note speeches, divided into short form video you can find here:

MAGnify 2020: all speakers are live!

You can now watch all MAGnify 2020 shows on www.magnify.be/video! All speakers are being introduced by Marcel Van Thilt in his incomparable way.  After the speakers you can enjoy the incredible creativeness of our StuMPA contestants from the 2020 competition.  Watch, enjoy and learn!

MAGnify Part I: Advertising Attention Alpha -All in one day?

This is not just a keynote speech by two renowned Belgian researchers (which would and should be enough to capture your attention!). But with our host Marcel Vanthilt introducing the first speakers in his incomparable way; and with a creative highlight from our last StuMPA contest at the end, we have added entertainment value. Because we are all worth it! Because we are all worth it! And we need some humour and laughter in these orange and red Fall days.

Sit back and enjoy for the first and the last part, but most of all watch and learn from Bruno Liesse and Bernard Cools! (read their interview here in Dutch / here in French)

MAGnify Part II: The changing global media landscape

In her presentation from the comfort of her own home, Deniz explores 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. She will address the big question for marketing and media professionals: do we still have tools to create quality reach?

Expect evidence based argumentation from the Director Creative & Media Effectiency at KantarDespite the changing media behaviour you will find that professionally edited, original content that focuses on a particular passion point shared by the brand and the reader, does not lose it’s value.

Watch and learn from Deniz Sariyildiz! (read her interview here in Dutch / here in French)

MAGnify Part III: Contentmarketing = Contextmarketing

Roger Verdurmen is Strategy Director at DPG Media in the Netherlands and responsible for Brand Studio. With 15 years of experience as a marketing communications strategist he is a likely advocate for a conceptual approach to branded content. Preferably long term, cross media and with maximum contextual relevance.

In his presentation Roger explains why content marketing is all about context. He builds his case with evidence from research human behaviour and own business cases.

Watch and learn from Roger Verdurmen! (read our interviewwith him here in Dutch / here in French)

You can read the interviews with all our speakers:
Rpger Verdurmen presenting at MAGnify 2020

MAGnify 2020 Part III is now live! With Roger Verdurmen

The show must go on! You can now watch Part III of MAGnify 2020 with Roger Verdurmen, DPG Media Netherlands on www.magnify.be/video!

Roger Verdurmen is Strategy Director at DPG Media in the Netherlands and responsible for Brand Studio. With 15 years of experience as a marketing communications strategist he is a likely advocate for a conceptual approach to branded content. Preferably long term, cross media and with maximum contextual relevance.

In his presentation Roger explains why content marketing is all about context. He builds his case with evidence from research human behaviour and own business cases.

Rpger Verdurmen presenting at MAGnify 2020

Watch and learn from Roger Verdurmen! (read our interviewwith him here in Dutch / here in French)

P.S. Any questions you have, please send them to info@magazinemedia.be. They will be answered here on this website (we will notify you).

Also watch MAGnify 2020 Part I with Bernard Cools and Bruno Liesse about the Alpha Index and Part II with Deniz Sariyildiz from Kantar here.

You can read the interviews with all our speakers:

MAGnify 2020: watch Part II now with Deniz Sariyildiz

You can now watch Part II of the MAGnify 2020 show with Deniz Sariyildiz, Kantar on www.magnify.be/video!

Value of consumer magazines in the Media Mix”

In her presentation from the comfort of her own home, Deniz explores 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. She will address the big question for marketing and media professionals: do we still have tools to create quality reach?

Expect evidence based argumentation from the Director Creative & Media Effectiency at Kantar. Despite the changing media behaviour you will find that professionally edited, original content that focuses on a particular passion point shared by the brand and the reader, does not lose it’s value.

Watch and learn from Deniz Sariyildiz! (read her interview here in Dutch / here in French)

P.S. Any questions you have, please send them to info@magazinemedia.be. They will be answered here on this website (we will notify you) and some questions will be discussed in the ‘Chair’ session on 22nd October by Danny Devriendt and his guests.

MAGnify 2020 Part I is still available for you to watch! Bernard Cools and Bruno Liesse talk about the Alpha Index here

You can read the interviews with all our speakers:

MAGnify 2020: watch Part I now!

You can now watch our first MAGnify 2020 show on www.magnify.be/video!

Yes, we can definitely call this a show! This is not just a keynote speech by two renowned Belgian researchers (which would and should be enough to capture your attention!). But with our host Marcel Vanthilt introducing the first speakers in his incomparable way; and with a creative highlight from our last StuMPA contest at the end, we have added entertainment value. Because we are all worth it! Because we are all worth it! And we need some humour and laughter in these orange and red Fall days.

Sit back and enjoy for the first and the last part, but most of all watch and learn from Bruno Liesse and Bernard Cools! (read their interview here in Dutch / here in French)

Bernard Cools en Bruno Liesse

P.S. Any questions you have regarding the presentation, please send them to info@magazinemedia.be. They will be answered here on this website (we will notify you) and some questions will be discussed in the ‘Chair’ session on 22nd October by Danny Devriendt and his guests.

 

You can read the interviews with all our speakers: