AMMA Research & Innovation Session – présentation des différents cas – 27 mars 2025

Le jeudi 27 mars, les différentes équipes de recherche ont présenté leurs cas AMMA au White Cinema, une initiative de CommPass.

Bernard Scheray (Amplifications) a animé la session en résumant les principaux enseignements clés :

• Research focusing in how to reinforce brands taking into account Belgian and key cultural values through the right leverage through local media brands.
• Focusing on sport as a catalysator of sport and emotions reinforcing brand value.
• Combining different data sources like GPS locations and panel data.
• Focusing on innovations like DOOH. And also podcast listening taking into account their impact on radio listening. And the evolution of video streaming.
• Not forgetting about ROI and the balance between investments and ROI. Or the boost of advertising on search.
• And taking into account the environment with an investigation on greenwashing ads.
• Turning big data into insights is key.
• Capture first party data through non-intrusive seamless ads.
• Using the full power of CTV by combining reach and impact or real time brand lift measurement.
• Making attention planning more tangible with big data by taking viewing time into consideration.
• Enriching first party data at scale by linking visitors of websites with 7.500 consumer interests.
• A combination of digital photo uploads with DOOH.
• Simplifying programmatic buying by using Gen AI.
• Unlocking consumer insights by a Reddit research agent.
• Increasing contextual suitability by usage of contextual targeting.

Ann Hoerée a encouragé tous les participants à suivre les prochaines activités de CommPass.