| Title | BREAKVERTISING |
| Brand | SBS BROADCASTING GROUP BELGIUM |
| Product/Service | NEW TV ADVERTISING REVENUE MODEL |
| Category |
A01. Use of Screens |
|
Entrant Company
|
THESE DAYS - WUNDERMAN Antwerp, BELGIUM
|
|
Advertising Agency
|
THESE DAYS - WUNDERMAN Antwerp, BELGIUM
|
|
Production Company
|
TELENET Mechelen, BELGIUM
|
|
Production Company 2
|
THE BREAKFAST CLUB Gent, BELGIUM
|
|
Production Company 3
|
PIXMIX STUDIOS Berchem, BELGIUM
|
Credits
| 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 |
Production Manager |
Brief Explanation
Get advertisers to allocate their media budget with the SBS broadcasting company instead of larger competitors. And in the meantime prove that they are an innovative company and 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.
We developed a non-intrusive advertising innovation for broadcaster SBS: The moment the viewer 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.
Results and Effectiveness
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.
Creative Execution
We developed a new medium to advertise in a non-intrusive way on an existing medium: TV. Adapting advertising on TV to the new ways of viewing content and the ever-changing behavior of consumers. By only communicating with viewers when they themselves decide to pause the content we are assured of their attention without forcibly fragmenting their entertainment.
Through use of data and context the still, moving or interactive adverts can even be specifically targeted.
Insights, Strategy and the Idea
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 channels 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 we observe an increasing shift in TV viewing behavior towards on-demand viewing and ad-skipping, putting more strain on the TV advertising model.