How to rebrand, focus on innovation and sustainability, and roll out a campaign that maximises reach within a niche target group? In 2021, car brand Kia challenged sales house DPG Media Advertising and Havas Media in Belgium to roll out a campaign based on these KPIs.
DPG Media Advertising and Havas Media took up the challenge – with success. The campaign not only reached 75% of the target group, but it also created a first in the Belgian advertising world, as we’ll see in this week’s egtabite.
Innovation, minimal waste and maximum reach
Aiming to become one of the leaders in mobility, Kia Belgium turned to DPG Media Advertising and Havas media with a new brand strategy. The assignment and KPIs were as follows:
- Carry out the new brand positioning as innovatively and cost-effectively as possible with a new TV spot as basis.
- Create awareness among Kia’s new target audience: innovators, early adopters of new technologies (= Mobility Individuals) and drivers that are considering purchasing a new car.
- Roll out the campaign with as little waste as possible and maximum reach
100% data-driven
DPG Media Advertising, in collaboration with media agency Havas Media, opted for an approach that was completely data-driven instead of a traditional, linear TV plan. The campaign was due to start in the traditionally calmer summer period. Therefore all steps were taken to build up reach accumulation over a longer time frame.
Step 1: Addressable TV for Wide Range
Kia’s TV commercial went live via Addressable TV on DPG Media’s channels. In this fashion, a large reach was quickly achieved without waste outside of the target group. After one week, 53% of the target audience had been reached. That figure rose to 83% after several weeks.
Step 2: Maximise the reach online
The sales house then shifted into second gear with an online video campaign on newspaper sites HLN.be, HLN Drive and VOD platform VTM GO, with a special focus on the target group. Readers of articles about new cars, car tests and car insurance were thus able to see the new Kia spot online. This again resulted in a spot-on result, with a reach of 67% within the target group.
Step 3: Retargeting the target group through a combination of online & offline data
DPG then applied an innovative approach: retargeting based on combining digital data from step 1 (Addressable TV) and step 2 (Online Video) with ‘offline’ data from Telenet’s set-top boxes. By using a data bunker they were able to secure all data. A data clean room made it possible to match the information. Thanks to this, another 2000 households of previously unreached Mobility Intenders were successfully retargeted via Addressable TV. Furthermore, this was the first time in Belgium that a media company connected digital first-party data to offline data from a different technology.
Result: a first for Belgium in innovative advertising and media use with 75% reach
The Kia summer campaign reached more than 130,000 households, representing an impressive 75% of the target.
Kia was very enthusiastic about the advanced approach. “New technologies and innovation are central to Kia,” says Sander Van de Wiele, Communication Manager at Kia Belgium. “DPG Media Advertising’s new campaign approach, therefore, fits in perfectly with our philosophy of constant innovation. We have reached our target group in a very targeted way in a smart way to introduce them to our new brand.”
For Julie Neyman, Director of Advertising Sales Belgium at DPG Media Advertising, it is not just this one trajectory: “With this approach, we have not only gone 100% client-centric, but we also took Kia’s rebranding campaign to the next level by deploying our first-party digital data. The combination of digital data and set-top box data allowed us to maximize the reach of our media. We are looking forward to new challenges with customers such as Kia Belgium, where we can work innovatively based on our media solutions to once again present top results.”
Hugues Rey of Havas Media Belgium is also very satisfied with what this collaboration has achieved: “At Havas, we invest in media that matters. Our unique Media Experience (Mx) model provided the right basis that allowed us to set up a unique, innovative and meaningful campaign for KIA together with DPG and Telenet. More than ever, this campaign demonstrates the importance of good cooperation within our media world between all the different actors. Thanks to good interaction between the customer, media agency, management and operators, we succeed with a strong local anchoring in making an innovative difference in our increasingly globalising market.”
OTHER CASE STUDIES
UNBOXING THE FUTURE: TURNING SWEEPSTAKES INTO AN IMMERSIVE AR EXPERIENCE
11. 9. 2025In summer 2025, RTL AdAlliance in Austria reimagined the traditional sweepstakes by transforming it into an interactive Augmented Reality experience. Instead of waiting for a prize in a physical package sent to be to the winners, participants could place a virtual gift box in their own living room via smartphone and unbox it themselves. What… Continue reading EGTABITE 389: DPG MEDIA ADVERTISING AND CAR BRAND KIA: A 100% DATA-DRIVEN STRATEGY
SPOTDELI: A UNIFIED PLATFORM FOR COMMERCIAL DELIVERY IN DUTCH TELEVISION
17. 7. 2025In a major step toward modernization and efficiency, Screenforce has collaborated with TV broadcasters in the Netherlands and have launched SpotDeli, a centralized platform for submitting TV commercials. Developed by Screenforce and MediaLab, SpotDeli has become the exclusive gateway for delivering commercials to major Dutch sales houses, including Ster, Talpa Network, and Ad Alliance. This… Continue reading EGTABITE 389: DPG MEDIA ADVERTISING AND CAR BRAND KIA: A 100% DATA-DRIVEN STRATEGY
MADE IN AUSTRIA – MADE FOR AUSTRIA
16. 7. 2025A Unified Media Front for Austria’s Advertising Ecosystem In a historic first, Austria’s entire media industry, public and private broadcasters, alongside print and digital publishers, have launched a joint campaign to assert the value of local media to the nation’s economic and democratic health. The Austrian Broadcasting Corporation (ORF), the Association of Austrian Private Broadcasters… Continue reading EGTABITE 389: DPG MEDIA ADVERTISING AND CAR BRAND KIA: A 100% DATA-DRIVEN STRATEGY
ITV EMBRACES YOUTUBE AS A STRATEGIC DISTRIBUTION AND COMMERCIAL CHANNEL
24. 6. 2025In a decisive shift away from legacy broadcast-only models, ITV fully integrated YouTube into its content and commercial strategy throughout late 2024 and early 2025. Rather than using YouTube purely as a promotional channel, ITV transitioned to treating the platform as a core pillar of its distribution architecture, publishing full-length episodes, launching thematic channels, and… Continue reading EGTABITE 389: DPG MEDIA ADVERTISING AND CAR BRAND KIA: A 100% DATA-DRIVEN STRATEGY
ADS & DATA X SPA REINE ECO-PACK: UNLOCKING INCREMENTAL REACH THROUGH DATA-DRIVEN TV TARGETING
22. 5. 2025SPA Reine’s Eco-Pack campaign with Ads & Data sets a new benchmark in media innovation by combining linear TV with Addressable TV (Smart AD) to deliver incremental reach and optimize frequency. In a still water category under growing pressure from tap water and price-driven private labels, SPA Reine worked with Ads&Data to reaffirm its leadership… Continue reading EGTABITE 389: DPG MEDIA ADVERTISING AND CAR BRAND KIA: A 100% DATA-DRIVEN STRATEGY
ATRESMEDIA PUBLICIDAD’S FREQUENCY OPTIMISER
21. 5. 2025Frequency Optimization in Connected TV Advertising Atresmedia Publicidad has introduced the Frequency Optimizer, a new technology solution aimed at improving the effectiveness and efficiency of advertising in connected television (CTV). The system utilizes HbbTV (Hybrid Broadcast Broadband TV) technology and a sophisticated ad-serving platform to manage and control ad frequency in real time, an advancement… Continue reading EGTABITE 389: DPG MEDIA ADVERTISING AND CAR BRAND KIA: A 100% DATA-DRIVEN STRATEGY
AD MANAGER BY RTL ADALLIANCE – A UNIQUE GATEWAY TO EUROPE’S PREMIUM DIGITAL VIDEO INVENTORY
17. 4. 2025A unique gateway to Europe’s premium digital video inventory RTL AdAlliance has introduced AdManager, a self-service advertising platform that enables advertisers to directly purchase premium digital video inventory across multiple European markets. The platform consolidates access to Connected TV (CTV), Broadcaster Video-On-Demand (BVOD), and online video inventory within a single, user-friendly interface. It’s a first-of-its-kind… Continue reading EGTABITE 389: DPG MEDIA ADVERTISING AND CAR BRAND KIA: A 100% DATA-DRIVEN STRATEGY
A VEVO & CHANNEL 4 STUDY – UNLOCKING THE POWER OF PREMIUM
17. 4. 2025Amid ongoing industry discussions around the definition of premium content and the role of global streaming platforms within the broader “TV” ecosystem, Vevo, the world’s leading music video network, which distributes the largest network of premium music channels on YouTube, has released a new study. The research conducted by Amplified Intelligence offers valuable insights into… Continue reading EGTABITE 389: DPG MEDIA ADVERTISING AND CAR BRAND KIA: A 100% DATA-DRIVEN STRATEGY
THE MAGIC OF REPETITION: MAXIMISING THE IMPACT OF ADVERTISING
26. 3. 2025In a world where distractions are everywhere, grabbing consumers’ attention feels like trying to catch lightning in a bottle. From scrolling through social media while watching TV to listening to the radio while driving, consumers are often distracted. This presents a unique challenge for advertisers: how can we connect with an audience immersed in multitasking?… Continue reading EGTABITE 389: DPG MEDIA ADVERTISING AND CAR BRAND KIA: A 100% DATA-DRIVEN STRATEGY
TELETEST 2.0: AUSTRIA’S NEXT-GEN TV MEASUREMENT
21. 3. 2025Teletest 2.0 is Austria’s new TV measurement system, developed by AGTT, which significantly enhances the way TV viewership and ad reach are measured. It introduces a new audience panel with 100,000 synthetic people meter participants, significantly increasing accuracy and depth of audience measurement, enabling real-time data collection and improving data quality across the Austrian television… Continue reading EGTABITE 389: DPG MEDIA ADVERTISING AND CAR BRAND KIA: A 100% DATA-DRIVEN STRATEGY
THE STREAMCASTING CHALLENGE AND THE BATTLE FOR AD-TENTION
21. 3. 2025The Italian media Sales Houses Association (FCP), in collaboration with Politecnico Milano and Nielsen, has conducted an in-depth industry study titled ‘’The Streamcasting Challenge and the Battle for Ad-Tension’’. This research explores the evolving dynamics of total audience measurement across broadcasting and streaming platforms, with a particular focus on ad-tention, the quality and quantity of attention… Continue reading EGTABITE 389: DPG MEDIA ADVERTISING AND CAR BRAND KIA: A 100% DATA-DRIVEN STRATEGY
ADS & DATA: LEVERAGING BEHAVIOURAL AND CONTEXTUAL INSIGHTS FOR SMARTER ADVERTISING
14. 2. 2025In today’s fast-paced digital landscape, Interest Targeting has been pioneered by Ads & Data. This involves leveraging behavioural and contextual data to serve the most relevant ads. This business case looks at how Ads & Data use this to advertise thereby enhancing campaign performance on their display and shortform platform. With the prospect of developing… Continue reading EGTABITE 389: DPG MEDIA ADVERTISING AND CAR BRAND KIA: A 100% DATA-DRIVEN STRATEGY