Antwerp/Vilvoorde, 7 March 2018 – Mediahuis and SBS Belgium have decided to further strengthen their existing cooperation in the field of online video advertising and cross-media campaigns. Both partners will join forces and, together, are setting up a national advertising sales office via a 50/50 joint venture. This joint sales office will focus on the marketing of the online video activities of both Mediahuis and SBS on the one hand, and will provide advertisers with a strong response to their demand for cross-media campaigns by integrating the strategic cell, The Pool, on the other.
Initially, the new sales office will provide the online video propositions for the entertainment brands of SBS (VIER and VIJF) and the news brands of Mediahuis (De Standaard, Het Nieuwsblad, Gazet van Antwerpen and Het Belang van Limburg). The Pool will also act as a strategic cross-media cell within the new arrangement, and will develop 360° campaigns for the same brands that will combine TV, print, online and video.
In line with the vision of both partners, the sales office will have an ‘open’ character, and will also provide third parties with an opportunity of connecting their brands to the online video and cross-media offer.
Subject to approval by the competition authorities, the new sales office will consist of about ten employees from both Mediahuis and SBS. The management of the sales office will be in the hands of a managing director, who will report to the Board of Directors of the joint venture.
Bart Decoster, Corporate Director Mediahuis Connect: “The strengthening of our existing partnership with SBS, combined with a strong focus on innovation, will solidify our position in the market. Online video is a major growth market and we therefore strongly believe in its potential and the role our new sales office can play in this. At the same time, we acknowledge the explicit demand from advertisers to join them in their strategic thinking, and to develop high-impact cross-media campaigns. Incorporating both online video and cross-media under a joint management will provide the necessary focus and dynamism for both activities, which will ensure additional agility in a market that is evolving particularly rapidly.”
Peter Quaghebeur, CEO SBS Belgium: “A concentration movement is underway within the media world - and also outside it. In the light of this, and on the basis of the cooperation that already exists, this is a logical step in which the current ad hoc partnerships will be structurally anchored. Online video is a spearhead in the strategy of SBS, and, together with Mediahuis, we will in this way become one of the strongest local players in this field.”
The commercialisation of the news brands of Mediahuis via print and online display will remain the task of the national sales team of Mediahuis Connect, just as the SBS sales team will remain the permanent contact point for all spot campaigns.