Belgians are cultivating habits (cleaning, cooking, gardening & watching TV) and discovering some new way to shop (e-food retailer) and eat (organic) during the containment. Media are perceived as crucial in fulfilling the need for information, reassurance, social exchange and entertainment. (Source: Havas Village Brussels Study).

Havas Village Brussels conducted (through the Dynata panel) a survey about purchase behavior & buying attitudes of the Belgians during Covid-19 containent. (500 Belgians aged from 18-64 shared their sentiments in a CASI Interview conducted from April the 10th 2020 till April the 15th)

The  Havas Village Brussels Intelligence Team highlight 3 main conclusions:

  1. Belgians are creatures of habits: Spring cleaning, cooking, watching TV together with other household members, preparing the garden for a new season… There is something reassuring about cultivating habits. Especially when times are uncertain.
  2. Nevertheless, Belgians are also open for new adventures: Some favor physical shops, missing the human contact with local merchants (42%), other chose for online food retail services… The fact is: more Belgians than ever have find their way to e-food retailer. Other sectors, not as usual like gardening, also benefits from the confinement online.
  3. Media are Basic needs: Just like eating or sleeping, media are part of our daily routine and rituals. More: they are a basic necessity fulfilling the need for information, reassurance, social exchange and entertainment

More extensively, the main insights are the following:

  • What have been your main activities during the past few days? Basic needs during confinement: Media! (with full belly in a tidy house) Screenshot 2020-05-01 at 23.19.08.png
    • 67% surfing on the internet
    • 55% cleaning/tidying the house
    • 55% watching TV w/family
    • 44% watching vidéos and movies
  • Surfing is the n°1 activity across all generations
        • Digital activities dominate the media diet of gen z…
          • Audiovisual, meaning not only TV, and digital media dominate the TOP 5 (main) activities of young adults and Gen X’ers during the lockdown. Age groups with a higher density of kids between 6 and 15 y.o. tend to watch TV with family members more than younger age groups without or with younger kids
        • … and the internet the daily life of boomers
          • 50+ers have been taken care of their home: Spring cleaning, gardening, doing odd jobs have been part of their new everyday life. Only 21% of 50+ mentioned working as main activity (vs 33% of 50-64 y.o.). But don’t neglect the importance of internet: 7 out of 10 50+ers mentions surfing on the internet as main activity 
  • Tv, newsbrands and radio are the top 3 media of information …
    • But every audience has its own information diet. Homeworkers are more into magazines (5%), brands & retail sites (6%) and newsbrands (16%). Partially unemployed listen more to radio (16%) and watch more TV 22%).
  • Every generation has its preferred media
    • Young adults tend to use social networks, word-of-mouth and brand & retail websites more than other age groups. Gen Yers mention leaflet and OOH more often. More usual suspects such as TV and radio have more influence on Gen Xers and younger Baby boomers. The senior age group relies more often on magazines.
  • Gardening, (Organic Food, Gardening &DYI) e-Shopping … but, above all, Nothing beats a home-cooked meal (Q: What have been your main activities during the past few days ?)

    • 52% of Belgians mentioned cooking. More women than men (62% vs 41%).
    • 41% of respondents mentioned gardening as their main activity last week. (1 out of 2 within Baby boomers)
    • 19% of Belgians have visited NEW e-commerce food & retail sites. 10% visited the site of a physical retailer they used to visit before the pandemic.
    • 10% of respondents have visited NEW gardening & DIY e-commerce sites. Specialized stores must ensure their presence online.
    • 9% of Belgians have visited NEW online organic (food) sites. The interest for this type of suppliers is higher amongst 18-34 y.o. (19%).
  • Specific Media Content is expected
    • 21% expect content from media about gardening & home improvement, esp. Walloon people.
  • Confinement shapes new eating habits (Q : Do you feel like: you are eating more/less healthy or as usual? Does this condition of confinement creates favorable conditions to purchase something specific or behave differently? What are the purchases that you continue to make almost normally?)Screenshot 2020-05-01 at 23.19.29.png

     

    • 63 % of respondents have not changed their eating habits. 19% are eating less healthy foods than usual, 18% more healthy. Within the younger age group18-24 y.o., 40% claim to have switched to a more healthy diet.
    • 23% think the situation is perfect to learn cooking mono-product dishes (based on pasta, rice…). Belgians are more interested in food products & services on social media as before the lockdown.
    • 63% of respondents claim they continue to purchase food products that make them happy. In the same way as before the lockdown. Especially older people of 65+ (72%) refuse to be denied the right to purchase food for “pleasure”.
  • Lockdown shapes also new buying habits (Q: On a scale from 1 to 10, to which extend have you used the following services during confinement? (1: not used often/a lot -10: used often/lot; scores 7-10 grouped). 2. See 1 + How does this situation changed your buying behavior? You do/use more… (Yes)). 
    • 21% of respondents used online shopping & delivery services a lot during confinement. Younger ones are the most heavy users with 37% of 18-34 y.o. having used these services more often the past few weeks.
    • 12% of respondents used more drive service for grocery shopping, 21% within 18-34 y.o. Younger ones are the most heavy users with 14% of 18-34 y.o. having used these services often.
  • Belgians miss physical stores… but not their visitors (Q: Do you miss going to a store or department store? 2. Do you actually feel safe while grocery shopping (in shops)?)
    • 50% of respondents miss visiting retail stores. Women more often states they miss (window) shopping (58%).
    • 63% feel safe and in security while doing the grocery shopping. French-speaking people have more varied opinions: only 58% feel safe (vs 66% of Flemish-speaking people)
    • 78%: Contamination by other shoppers is the biggest fear while shopping. Women and 25-34 y.o. are the most worried (81%). Young adults (18-24 y.o.) the less (68%).

 

 

 

 

Le Covid-19 nous ramène vers les fondamentaux de la communication ! (Source: Havas Village Brussels Analysis – Confinement Week 3 – Living in The New Normal)

Si l’effet du confinement n’est, et ne sera sans doute pas, mesuré au travers des moyens classique de quantification, il est néanmoins aujourd’hui évident que le volume de consommation de contenu est en croissance.

Bien sûr, tous les canaux et tous les contenus ne sont pas égaux face à la crise. Logiquement, le out-of home, le cinéma et la presse papier sont pénalisés. Les média qui offrent une analyse profonde et critique sortent gagnant de cette épreuve. A ce titre, tous les média locaux progressent. Et les besoins de divertissements ne sont pas en reste.

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En parallèle, la pression publicitaire connait une décroissance. Beaucoup de marques ont décidés de se taire pour l’instant. En effet, communiquer demande une attention très particulière en termes de contenu(s) et de contexte.

Pénalisée par sa forme de distribution dans les points de ventes physiques, la presse (papier) souffre du confinement. Il est cependant important de se rappeler que le consommateur a besoin, pendant ces moments inhabituels où le doute peut se développer, de repères et de communication qui fait sens.

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L’étude Meaningful Brand de Havas le mentionne clairement: 51% des consommateurs belges pensent que les marques sont plus pertinentes que les gouvernements pour les mener vers un meilleur avenir. A ce titre, la presse quotidienne fut la première à accueillir de la communication pleine de bienveillance et d’encouragements de la part de marques fortes.

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Ainsi, LDV United signe  une copy long form pour Devos & Lemmens.  L’annonce parue  au format 1/1 dans les journaux s’adresse aux lecteurs sous le titre “Chers compatriotes belges” pour marquer la proximité de la marque, nous rappeler qu’elle est à notre table depuis 130 ans, nous dire que, pour une fois, elle laisse ses blagues habituelles de côté, et nous inciter à rester chez nous au chaud.

La publicité est un invité (payant) des média. Et dans ces temps très particuliers, l’équation simplifiée « IMPACT = FREQUENCE X PUISSANCE » est à sérieusement nuancer par des facteurs fondamentaux : la légitimité du canal choisi et le sens qu’il apporte à la communication publicitaire.

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La communication de Burger King (sur les réseaux sociaux) en est un exemple limpide: Vous ne pouvez pas y aller. Forcément. Alors Burger King vient à vous. Dans les allées de la grande distribution, devenues des lieux salvateurs (à tout point de vue). Buzzman signe une campagne tactique très subtile pour Burger King. Avec la complicité de Harry’s, Heinz, Charal, Herta, Bel, Lesieur, Findus… Ces marques n’étaient pas toutes au courant. Charal a remercié sur ses réseaux sociaux.

Pour conclure, en cette veille du Tour des Flandres (De Ronde) qui n’aura pas lieu, on peut aisément comparer la chance du cycliste de gagner une « Classique » en avril à celle d’une marque d’émerger pendant la crise. « Si tu veux gagner au printemps, travaille ton fond sans relâche en hiver ! » Ou appliqué aux marques : construits sur le long terme avec une consistance de tous les instants.

 

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Corona Virus Paradox ? Les Belges utilisent massivement (+20%) la TV et les canaux digitaux (news et “entertainment”) pendant que les annonceurs les désertent… Si il y a communication, la “meaningfulness” est indispensable (Source: Havas Media Belgium – vague 2)

Ci-dessus la  seconde vague de cette analyse faite par l’équipe d’Havas Media sur l’impact du Corona Virus (Covid-19) sur son métier en Belgique. Elle consiste en quatre parties :

Premièrement, il y a une mise-à-jour des audiences TV et internet. Les derniers chiffres confirment l’estimation que nous avions faite la semaine passée (que la consommation TV augmenterait de 20%) et montrent que la programmation de la catégorie entertainment en profite aussi. Il est plus important que jamais de choisir des émissions « meaningful ».

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Quant aux internautes, ils sont très intéressés par les sites news (hors contexte app), une tendance dont les newsbrands profitent plus que les broadcasters audiovisuels. Nous voyons que le device préféré pour visiter ces sites reste le mobile, même si les premiers chiffres semblent indiquer qu’en lockdown les gens utilisent plus qu’avant leur desktop. Sur les réseaux sociaux nous voyons que le coût par reach diminue, une tendance qui s’explique par l’offre et la demande : les Belges utilisent les réseaux sociaux plus activement et une partie des annonceurs ont annulé ou retiré leurs communications.

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Cette observation nous mène au deuxième point de l’analyse : il y a un véritable paradoxe entre ce que font les consommateurs avec les médias (en consommer plus) et ce que font les annonceurs (en avoir peur). Pourtant il est possible, voire important et recommandé, de continuer à communiquer en période de crise. Afin de le faire correctement, il est important de voir comment le consommateur se comporte – non pas uniquement d’un point de vue média. Ceci constitue la troisième partie de l’analyse.

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Dans la quatrième partie de l’analyse, nous démontrons ce fait à l’aide de campagnes touchantes qui ont été lancées – aussi bien en Belgique qu’ailleurs. La façon dont certains supermarchés ont communiqué ces dernières semaines mérite l’estime, mais il y a aussi des exemples des secteurs déclarés non-essentiels et dont les magasins ont donc dû fermer. L’analyse se termine par quelques slides sur la communication du secteur média même.

Media consumption in Belgium during Covid-19 confinment time: Tv & Digital Media reach are growing (+20%) while advertising spendings are decreasing (Source: Havas Media Belgium)

This is the second edition of the havas media analysis about impact of Covid-19 on media consumption and consumer behaviors in Belgium. Additionally, we provide you some reflections about and thoughts on opportunities and on a meaningful communications approach. A few local and international examples are also included.

In a nutshell

Evolution of  Televison Reach – Opportunities

  • Audiences are going to be up +20% for the foreseeable future (during lockdown). Last week data confirm this evolution.
  • news programs are not the only one with an uplift

    Screenshot 2020-03-26 10.06.55.png

  • The Belgian market is still largely a spot-by-spot buying market, which means we are facing lots of reworking with the reprogramming on all channels. However, reprogramming and larger audiences will give extra possibilities to optimize.

 

Evolution of  Digital  – Opportunities

  • Traditional newsbrands are outperforming A|V broadcasters on the web, esp. hyperlocal brands are doing well (regional editions). Qualitative newsbrands (De Standaard, Le Soir) are also doing well
  • The two main TV broadcasters on the web are also doing great in the French-speaking part of Belgium. In stark contrast, the Flemish TV broadcasters do not perform well on the web
  • The sales houses adapt their commercial offers (360°) and provide flexibility through their different supports

    Screenshot 2020-03-26 10.10.29.png

  • Finally, Belgian spend more times on Social Media
  • Qua Search, Re-Inforcement of phase 2 is a wake-up Call for Belgians

    Screenshot 2020-03-26 10.12.49.png

Covid19 – Media consumption evolution in Belgium : Tv Audiences are (probably) going to be up+20% for the foreseeable future – Web: Traditional Local Newsbrands are outperforming A/V broadcasters (Source: Havas Media / CIM)

 

Please find our first analysis about impact of Covid-19 on media consumption in Belgium. Additionally, we provide you some reflections about and thoughts on opportunities and on a meaningful communications approach. A few local and international examples are also included.

During these unusual times, our strategy and insights team will continue to produce these types of actionable insights.

Please, never hesitate to ask your Havas Media contact for more information or any other questions or requests.

 

In Television

• If we follow Italian benchmarks, audiences are probably going to be up+20% for the foreseeable future (during lockdown). First data seems to confirm this evolution.

• Meanwhile, the demand for TV adspace is declining due to cancellations of campaigns.If this trend continues, 25% more free space will be available in the month of April.

• The Belgian market is still largely a spot-by-spot buying market, which means we are facing lots of reworking with the reprogramming on all channels. However, reprogramming and larger audiences will give extra possibilities to optimize.

• Important to consider Brand Safety within current context and react accordingly:

• Cancellations are possible and will be treated without additional costs (as long as annual engagements are respected) by TV & Radio sales houses

• Think about adapting material to the crisis; very creative and last-minute adaptions that ensure a positive message have already aired

• Last minute campaigns will be met with open arms by sales houses. Opportunities for branding on TV are high, especially for FMCG sector

Web Evolution 

  • Traditional newsbrands are outperforming A/V broadcasters on the web, esp. hyperlocal brands are doing well (regional editions). Qualitative newsbrands (De Standaard, Le Soir) are also doing well.
  • The two main TV broadcasters on the web are also doing great in the French-speaking part of Belgium. In stark contrast, the Flemish TV broadcasters do not perform well on the web.
  • The saleshouses adapt their commercial offers (360°) and provide flexibility through their different supports.
  • Important to consider Brand Safety within current context and react accordingly
    • Digital allow to react rapidly and change the creative material in a smoothier way than on other media
    • Thanks to brand safety, the saleshouses assure advertisers that their campaign will not be placed next unsafe content.

RECMA 2019 (Projected Portfolios) Belgium – Havas Media increasing of 11% – the 2nd highest industry share

Despite a slight decrease its portfolio growth since 2017 (-15%), Space is still the number one with a 13% industry share within the 14 Belgian media agencies studied.

Havas Media, increasing of 11% thanks to the win of Carrefour, has the second highest industry share, followed by Mindshare(+18%), bolstered by the Ahold Delhaize & L’Oréal wins, ahead of Initiative (-9%). UM(+11%) rounds out the Top 5 agencies.

Other notable growing agencies with double digit growth include Wavemaker(+61%), Maxus (+112%) with the win of Proximus, PHD (+27%) and Vizeum(+4%)

The table shows several decreasing agencies including Carat, Zenith, MediaCom, and MediaPlus.

At the Group level, GroupM shows the highest growth of all the groups with +40% and continues its lead with an estimated 28% market share. IPG Mediabrands(-1%) is still second with 18% market share, followed by Space(-15%) with 14% market share, ahead of DentsuAegis Netw. (-22%) with 12% market share.

Havas Media Gr. shows a double digit growth with +11%, followed by OMG with +14%. With a drop of -31 %, Publicis Media occupies the last place in the group ranking.

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What are projected portfolios?

The Projected portfolios to date is published by RECMA every two/three months. It is a leading indicatorof the agencies volume of business.

This estimate is different from the

Overall Activity Volume published once a year in June, which includes organic growth and delivers a hierarchy of the agency Activity over the previous year.

How are Projected Portfolio calculated?

The Projected Portfolios are based on the Activity volume 2017, plus the New biz balance of each agency for 2018, and any moves for 2019 to date (see the RECMA Overall Activity report, and the RECMA Data Center for full details) plus the transfers within a Group. The portfolios includes the non-traditional media (digital; data; content) according to the share declared and validated, or estimated, in every domestic

Havas Media Belgium se renforce – 13 nouveaux Talents en 6 mois : expérience et jeunesse, une formule gagnante !

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En plus de la mise-sur-pied d’un programme d’éducation intensif, Havas Media a également recruté de nombreux talents, qui renforcent aujourd’hui l’ensemble des entités de l’agence.

En début d’année, on enregistrait déjà l’arrivée d’éléments expérimentés tels que Marc Dewulf (ex-Dentsu Aegis) COO assurant la direction de l’ensemble des expertises ; Ruben Ceuppens (ex Social Lab) Head of Socialyse ; et Arnaud Destrée (ex-GroupM) Head of Programmatic.

Depuis mai, pas moins de 10 nouveaux talents ont rejoint l’agence !
Patricia Lo Presti (ex-UM) à l’équipe Commerciale (Conseil) en tant qu’Account Director, tout comme Maurine Piette (ex-MediaCom) comme Account Manager, et Josiane Uwimana en tant qu’Account Executive.

 

Caroline Grangé (ex-IPM) a pris la tête du Publishing (Presse et Digital), accompagnée par Aurélie Renquet (ex-IPM) et de Séfana Zoufir, respectivement Publishing Account Manager et Publishing Account Executive.

 

Sandra Ruiz-Pelaez (ex-Havas Media Barcelona, ex-OMD España) est venue apporter son expérience internationale en tant que Performance Expert.
Gaetan Ickx – PhD en sciences biomédicales à l’UCL (CSA, Data Analyst), Céline Denoiseux (Broadcast, Account Executive) et Julien Droulans (Operations Coordinator) sont venus finaliser les recrutements de ces huit premiers mois.
Hugues Rey, CEO Havas Media Group: “Nous évoluons dans un environnement serein depuis de nombreux mois, qui se traduit par des recrutements optimisés; nous investissons davantage dans la recherche et la formation des profils adéquats, qui apportent une réelle plus-value à l’organisation. Nous sommes heureux de pouvoir accueillir des talents d’horizons divers qui viennent enrichir les équipes de leur expérience nos équipes”