Category: CASE STUDIES
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A MARRIAGE PROPOSAL TO BELGIUM’S HOME BREWERS

17. 2. 2026 Belgium is famous for its hundreds of beer varieties, microbreweries, and passionate home brewing community. Grimbergen, a well-respected abbey beer brand owned by Alken Maes Brewery, wanted to shift how consumers perceived them. Rather than being seen as simply a reliable beer choice, the brand wanted to build a deeper emotional connection with consumers. The challenge was to engage beer lovers authentically and strengthen brand love in Flanders (the Dutch-speaking region of Belgium) through genuine innovation rather than traditional advertising. Description Ads & Data Brand Studio developed a campaign concept called “Brouw Met Mij” (Brew With Me), a Dutch phrase that sounds like “Trouw Met Mij” (Marry Me). The creative team of Ads & Data Brand Studio embraced this wordplay fully, framing the entire campaign as a symbolic marriage between the brand and consumers. The brewing process became a courtship, the collaboration a wedding celebration, and the resulting beer the “first offspring” of this collaboration.

WHEN BRANDS BECOME CHARACTERS: TRANSFORMING PRODUCT PLACEMENT INTO ENTERTAINMENT

30. 1. 2026 ProSieben and Joyn broke new creative ground with The Masked Singer Germany, transforming traditional product placement into something unprecedented. Seven.One Media worked with Playmobil to create a partnership where the brand did not just sponsor the program or place products within it – instead, the brand became a competing character. The Playmobil Pirate mask sang, performed, and competed alongside celebrities in one of Germany’s most-watched entertainment shows.

WHEN ENTERTAINMENT BECOMES EDIBLE

30. 1. 2026 General information

USING CARBON SCORING TO STEER ADVERTISING TOWARDS MORE SUSTAINABLE PRODUCTS

11. 12. 2025 FranceTV Publicité has partnered with independent consultancy Carbone 4 to measure the climate compatibility of advertised products and, from 2026, to encourage higher-scoring products with preferential airtime across its ecosystem. This approach treats climate-compatible advertising as a lever sales houses can actively control, rather than a passive constraint. The following sections highlight seven points sales houses can focus on if they wish to replicate or adapt the model. Replace media-only CO₂ metrics with neutral A–F product scoring The partnership rests on two principles: working with a neutral third party that has no commercial links with advertisers, and using a methodology that is scientific, transparent and aligned with the Paris Agreement.

RMB BLUE, A TRANSITION BRAND AND COMMERCIAL SYSTEM FOR VALUES-BASED ADVERTISING

10. 12. 2025 RMB has created Blue as a single transition brand that signals a purpose-driven marketing strategy to both citizens and advertisers. From a B2C angle, it is presented to the viewers through a recognisable on-air identity and the www.bluepub.be website, and from a B2B perspective, to the ad market as a label attached to campaigns that meet RMB’s sustainability criteria.

HOW TO USE UNSOLD INVENTORY TO PROVE TV’S EFFECTIVENESS

28. 11. 2025 Transfer Media, Belgium’s sales house for premium thematic and kids channels, worked with DSTRSD media to turn unsold linear TV minutes into measurable single product commerce tests. The goal was to show how unused airtime can support a low effort conversion pilot that brings incremental revenue and gives sales teams concrete evidence on audience response, placement, and frequency.

HOW A LIGHTER AD LOAD ON CANAL+ BRAND SOLUTIONS’ STREAMING PLATFORMS BOOSTS EFFECTIVENESS IN ALL FUNNEL STAGES

28. 11. 2025 Canal+ Brand Solutions – the sales house for Canal+ in France – released the results of a study on the advertising experience offered on Stream+, their aggregated digital video offer, which limits ads to an average of three minutes per hour and two pre-roll ads at the start of each program. The results show that a short and carefully balanced “advertising choreography” – two pre-rolls instead of five – boosts effectiveness across all stages of the marketing funnel. Keep ad breaks short: two pre-rolls at the start on Stream+ Stream+ is a single entry point to buy premium video advertising from CANAL+ and selected partners (HBO Max and Free). The offer is built around premium long form content and connected TV viewing. The policy is to keep advertising breaks short: viewers see two pre-roll spots at the beginning of a programme, and overall ad intensity is about three minutes per hour (total ad time, not number of spots).

DPG’S AD MANAGER+ LAUNCHES FOR SEAMLESS DISPLAY WITH AI-BASED AUDIENCE

24. 10. 2025 DPG Media is extending its in-house platform with Ad Manager+. The update adds AI optimization audience expansion, creative tools, and workflow support in the same self-serve environment that supports Full CTV and retail-data activation. For sales houses: retail and commerce data become addressable on big-screen inventory within a sales-house stack, with performance tools, reporting, and packaging in one place.

INSIDE FRANCETV PUBLICITÉ’S ADSPACE•IA’S PLANNING LAYER

14. 10. 2025 FranceTV Publicité is transitioning its media buying operations into an AI-assisted mode. ADspace•ia now produces real-time, inventory-aware recommendations for TV-cross-video campaigns. It executes these plans as a managed service on france.tv’s premium offer. For sales houses, this marks a tangible step in AI commercialisation: algorithmic Total Video mixes enriched with attention and carbon reporting.

UNBOXING THE FUTURE: TURNING SWEEPSTAKES INTO AN IMMERSIVE AR EXPERIENCE

11. 9. 2025 In 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 had long been a static object suddenly became playful and memorable, blending digital advertising with real-world interaction.

SPOTDELI: A UNIFIED PLATFORM FOR COMMERCIAL DELIVERY IN DUTCH TELEVISION

17. 7. 2025 In 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 development simplifies and standardizes the commercial submission process across the industry, addressing longstanding logistical and technical challenges faced by advertisers, media agencies, and producers. Market Challenge Before the introduction of SpotDeli, producers and agencies were required to deliver their TV commercials separately to each broadcaster. This decentralized system introduced complexity, consumed time, and increased the risk of technical errors and inconsistencies. With each sales house using its own submission workflows and technical guidelines, advertisers had to navigate multiple systems to ensure their commercials were accepted and aired correctly. The need for a uniform, streamlined solution became more urgent with the growing volume of commercial content and evolving compliance standards such as the European Accessibility Act (EAA).

MADE IN AUSTRIA – MADE FOR AUSTRIA

16. 7. 2025 A 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 (VÖP), and the Association of Austrian Newspapers (VÖZ) have come together under the banner “Made in Austria – Made for Austria,” aiming to spotlight the indispensable role of domestic media in the advertising and communications landscape.

ITV EMBRACES YOUTUBE AS A STRATEGIC DISTRIBUTION AND COMMERCIAL CHANNEL

24. 6. 2025 In 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 creating dedicated sales and production teams to support its commercial goals.

PRISA & STELLANTIS: PERSONALIZED PODCAST INTEGRATIONS TO BUILD TRUST AND BOOST ENGAGEMENT

24. 6. 2025 In today’s media landscape, creating meaningful brand impact requires more than just a powerful product and content – it takes smart partnerships. The success of Prisa and Stellantis’ Leadmotor campaign for a new electric vehicle brand in Spain illustrates how collaboration between brand and media partner can unlock creative innovation and measurable business results.

ADS & DATA X SPA REINE ECO-PACK: UNLOCKING INCREMENTAL REACH THROUGH DATA-DRIVEN TV TARGETING

22. 5. 2025 SPA 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 by using data to reach more consumers, and to reach them in a smarter way. The campaign built on learnings from the award-winning Cristal case (read more here), and introduced a new layer of sophistication, frequency optimization for light TV viewers, now made possible for the first time in Belgium. The result: a powerful demonstration of how data-driven targeting can amplify both media efficiency and brand impact.