Do you want to create a video strategy that really reaches Flemish audiences? From linear TV and BVOD to online video, we answer the most frequently asked questions and discuss how this can work for your brand in practice.
Your target audience no longer watches in just one way. Different generations consume video in their own unique ways, switching seamlessly between platforms and deciding for themselves when and how they watch. What used to be a single viewing experience is now a mix of live, on-demand and short-form content. That’s why a traditional video strategy is no longer enough. At Ads & Data, we ensure that content follows the viewer, not the other way round. We build video plans based on your target audience’s behaviour, not on a single channel or screen.
The Play ecosystem surrounding “De Slimste Mens ter Wereld” is a prime example of this. Whilst one generation watches live, another tunes in via clips, reels or short summaries, at any time of day. This keeps the format relevant and your brand visible, across generations.
You see the same dynamic in strong local programmes such as “De Mol”, “De Tafel van” and “MasterChef”: formats that thrive in Flanders and connect generations.
The result? A single format that moves with the viewer’s rhythm and maximises both reach and attention.
Tailored to your brand
With the right assets and compelling content, Ads & Data ensures your message makes an impact, wherever and however your target audience is watching. For advertisers, this means that video is no longer tied to a single fixed viewing moment, but adapts to consumers’ viewing habits. That is why an effective video strategy always starts with a single, strong and integrated Total Video narrative:
Reach those who actively tune in through live content
Further study via BVOD for those who prefer to study at their own pace
Repetition and engagement through short-form content for those who engage via clips and summaries
Absolutely, especially if your brand is visible in the right context.
Linear TV remains one of the fastest ways to build broad reach and brand impact, particularly around popular local programmes that the whole of Flanders watches together. Think of shows such as “De Slimste Mens ter Wereld”, “De Tafel van”, “MasterChef” and “De Mol”.
Through the Play channels and other thematic channels, Ads & Data places brands in a context where content and viewers are strongly connected. This ensures maximum visibility on the biggest screen. Play reaches an average of 4.6 million people per month.
Linear TV therefore remains a strong foundation for broad reach, underpinned by programmes that Flemish people consciously choose to watch.
Linear TV often forms the starting point of an effective video strategy, which is subsequently reinforced through BVOD and online video.
By cleverly combining linear TV and BVOD.
Linear TV quickly delivers broad reach. BVOD adds engagement among viewers who consciously choose when and where they watch. With an average of 4.8 million unique BVOD visitors per month, this is a powerful addition. By combining both in a thoughtful way, you can build a single video plan that aligns with today’s viewing behaviour. At Ads & Data, we do this within a single local ecosystem, including:
The main Play channels: Play, Play Crime, Play Fiction, Play Action and Play Reality
The largest selection of on-demand content in Flanders, including Play and VRT MAX
Premium content that communities look forward to, season after season
Maximum focus in a high-quality environment, with minimal distractions
Not separate channels, but a single Total Video narrative that makes your brand visible at all relevant viewing moments.
Attention isn’t captured by the length of a video, but by the context in which it appears.
In a world of endless scrolling, it is not the length that makes the difference, but where and how your video appears. Through Mediahuis’s news brands, Ads & Data places online video and short-form formats in an environment that inspires trust every day.
The right context and strong brands amplify the impact of video. This way, you don’t just generate fleeting views, but visibility in an environment where people read and watch with intent.
newspaper readers in Flanders (print and digital) choose a Mediahuis publication
news consumers consume news via a Mediahuis brand
Mediahuis is the market leader in Antwerp and Limburg, with publications such as Gazet van Antwerpen, Het Belang van Limburg and Nieuwsblad.
daily news readers of De Standaard
In this way, online video and short-form content deliver reach within a high-quality environment that inspires trust.
Reach alone doesn’t tell the whole story. What matters is what video does for your brand. That’s why Ads & Data looks beyond traditional media metrics. We combine insights from our local ecosystem with data and research to allocate budgets more effectively, reach the right audiences and provide a clear picture of the actual impact of video campaigns.
Ads & Data reaches clearly defined target audiences within a strong local media ecosystem. Not an anonymous mass audience, but engaged viewers and readers who consciously choose our content and brands. This ensures more relevant reach, greater impact and less wastage.
We measure not only reach, but also results. Using closed-loop measurement, we link campaign exposure to brand and business results. This makes it clear what works, which choices have the greatest impact, and how you can run your next campaigns even more efficiently. What’s more, every campaign yields new insights.
Through impact studies, we examine how video content performs within a qualitative context. These studies show that context and fan engagement have a measurable impact on brand awareness, brand consideration and purchase intent. Video therefore works better when it appears alongside content that people are genuinely engaged with.
This way, you’ll not only know how many people you’re reaching, but also what your video campaign is actually delivering.
With Play, VRT MAX and Mediahuis’s news brands, we can help you combine reach, engagement and impact into a single video strategy. Fill in your details and we’ll be in touch shortly.