Title	BREAKVERTISING
Brand	SBS BROADCASTING GROUP BELGIUM
Product/Service	NEW TV ADVERTISING REVENUE MODEL
Category	A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign)
Entrant Company	THESE DAYS - WUNDERMAN Antwerp, BELGIUM
Advertising Agency	THESE DAYS - WUNDERMAN Antwerp, BELGIUM
Media Agency	SBS BROADCASTING GROUP BELGIUM Vilvoorde, BELGIUM
Production Company	TELENET Mechelen, BELGIUM
Production Company 2	THE BREAKFAST CLUB Gent, BELGIUM
Production Company 3	PIXMIX STUDIOS Berchem, BELGIUM

Name	Company	Position
Sigrid Van Den Houte	SBS	Chief Commercial Officer
Inge Smidts	Telenet	Senior VP Residential Marketing
Matthias De Smet	These Days	Copywriter
Gertjan De Smet	These Days	Art Director
Werner Van Reck	These Days	Chief Creative Officer
Pieter Staes	These Days	Associate Creative Director
Manuel Ostyn	These Days	Associate Creative Director
Sam De Volder	These Days	Executive Creative Director
Mateusz Mroszczak	These Days	Creative Director
Toon Diependaele	These Days	Chief Strategy Officer
Nicolas Moerman	These Days	Strategic Planner
Jef Raeman	These Days	Strategic Planner
Jentina Van Eynde	These Days	Account Manager
Dagmar Duportail	The Breakfast Club	Producer
Jeff Bronder	The Breakfast Club	Director
Peter Baert	Raygun	Sound Studio

The Brief

TV advertising is expensive, especially in Flanders (Belgium) with a total audience of only 6 million people. SBS is one of the smaller Flemish TV broadcasters with an average market share of 11,37%. Since they are not the biggest, they have to be the brightest in a bid to convince Flemish marketers to allocate their media budget to SBS. From the consumer perspective they observe an increasing shift in TV viewing behavior towards on-demand viewing and ad-skipping, putting more strain on the TV-advertising model. Timeline: May 2014: start development July 2015: First limited testing phase August 2015: press conference around the new medium, Brand & Campaign Registration October/November 2015: National launch of the first campaigns on the Breakvertising medium.

A shift in technological possibilities, combined with changing consumer behavior has changed TV advertising. People now have the power to skip whatever they want including advertising. So instead of interrupting their viewing pleasure to communicate to them, we gave them the power and communicated when the viewers themselves decide to pause their content. We developed an advertising innovation for TV broadcaster SBS, that starts from this real consumer behavior. The moment somebody takes a break (pushes the pause button) we display a non-intrusive commercial message, which is tailored based on the consumers past viewing data and the context they are in. Instead of the standard frozen screen of the content. This can be a still or moving image or even an interactive screen. As soon as consumers press play, their content starts again and the advert disappears. The Breakvertising medium didn’t use completely new technology, but extended the existing technology of every digicorder and combined it with the viewing context and data of its users. As from the end of October the new revenue model will be rolled out on all TV channels of the SBS broadcasting group in Belgium. Later this year and throughout 2016, Telenet will release the technical specifics behind the medium and also offer it to other competitive broadcasters and providers. Telenet itself served as the main investor of the project, funding the whole system and national update of the digicorders. The SBS broadcasting group served as an additional investor, being the first broadcaster to launch/use the medium in Belgium.

Breakvertising sparked a huge debate with advertisers, broadcasters and advertising agencies alike becoming a major topic in Belgian media. And it reaffirmed the image of SBS as one of the most innovative broadcasting companies in Belgium. Interest for advertising on the SBS channels peaked, boosting both sales and revenue for the coming year.