In het kader van de recente marktevoluties, analyseerde OPPA in samenwerking met zijn leden –De Persgroep Publishing; IPM Group; Groupe Rossel; Les Editions de l’Avenir: Roularta Media Group en Mediahuis- de zichtbaarheid van advertenties op de Belgische premium content websites.

Klik hier voor de volledige analyse.



OPPA created a casebook illustrating that Belgian publishers create original branded quality content that is a trusted source of information for consumers and that allows brands to do effective storytelling.

o   In the first chapter the value of branding on premium content sites is demonstrated with quantitative data : 55% of the ads shown on premium content sites are find positive; 47% of the ads are find credible and 28% of the people who saw the ad will try the product. This chapter ends with a detailed description of the publishers’ brand impact surveys (Romeo, Chad, Connectometer, Eye) and some interesting cases.
o   In the second chapter the focus is on the  strengths of  specific advertising channels and formats : native-, video- and mobile advertising.
o   Followed by some succesful cases in which content of publishers played a central role to build trust and engagement in a cross-media world.
o   Finally the casebook ends with the representation of premium content sites in the CIM survey, after all up to 80% of the total monthly real users visit OPPA content sites (PC/Laptop).

OPPA Brand Buzz Survey

With the OPPAb Brand Buzz Survey we go a step further and investigate relationships between brand conversations & OPPAb members’ media properties. With the OPPAb Brand Buzz Survey we give an answer to 3 questions:



Do content sites generate conversations, and which factors drive the conversation?
In 2011 OPPAb did successful research showing that trust in content websites relies on the professionalism and the quality of their editorial teams. With the OPPAb Brand Buzz Survey we go a step further and investigated our visitors which internal and external factors encourage them to start an on- or offline conversation about brands, and how these conversations distinguishes from conversations on sites not nourished by journalists.

What drives those conversations with Belgian visitors?
The OPPAb Brand Buzz Survey investigates about which categories and brands their visitors generate conversations, and what is the quality, quantity, power and reason of these conversations. Are the conversations strong enough to drive change?

What do these powerful conversations mean for brands?
The OPPAb Brand Buzz Survey investigates if the conversations generated by their visitors have an influence on the purchase funnel. With a buzz map OPPAb measured if a brand generates buzz ;  how much & how strong compared to its competitors and if  word of mouth is positive or negative. With our ambassador map OPPAb measured if their is a difference between the buzz of clients and non-clients for the different categories.




Mobile devices created new opportunities and new media behavior.  Publishers invent and reinvent their mobile content strategies to connect with the new digital behavior of consumers’ daily life. For brands the tipping point has arrived to develop a mobile marketing strategy.

Belgian professional publishers analysed in depth the mobile landscape and collected the most important data. The goal of this white paper is :
  sharing insights about the evolution of smartphones
  educate on the effectiveness of premium mobile advertising
  intensify the communication between publishers and advertisers and agencies about the increasing importance of mobile advertising
  share insights in a centralized way.


1. Traffic on different devices

OPPA designed a picture of the traffic measured on all devices, browsers and apps. The OPPA member sites generated in March 2013 867 mio page requests : 73% is generated on PC’s,  21% on m-sites and smartphone apps, 6% on tablet browsers and apps.
Especially content consumption on smartphones is booming. The 39 m-sites generate monthly 35.7 mio impressions (CIM – March 2013). However the 32 complementary smartphone apps become bigger every day, and generate monthly more than 164 mio impressions. 
Also the number of downloads increased in 4 years’ time from 208,415 to 1,721,836 downloads.

2. Portrait of Today’s Smartphone User

Consuming content is one of the most important activities on smartphones. A whole new way of bringing content to the consumer had to be developed. Behaviour analyses were needed to understand how consumers read digital content on mobile devices.  OPA released in August 2012 “ A Portrait of Today’s Smartphone User” providing insights into the key dynamics of the smartphone user and detecting trends around smartphone advertising and content buying :
  Access content/information is the most popular smartphone activity
  24% of the smartphone users have purchased any sort of content
  Content buyers perceive smartphone advertising more favourably

3. Insights from Belgian publishers 

  IPM Groupe : LaLibre.be and dh.be put accessibility, interactivity and social behavior at the heart of mobile news experiences .
  Mediahuis : 
o mobile product development for regional newspapers,
o zoom-in on mobile traffic on Het Nieuwsblad .
  De Persgroep Advertising : how mobile advertising helps to reach new audiences on an impactful and engaging way.
  Rossel Groupe : zoom-in on the profile and behaviour of the smartphone user.
  Roularta Media Group : mapping of the reading experience of mobile content
  IP New Media : survey about multi-screen and multi-tasking;
  Sanoma :  how strong brands pave the way for multichannel apps.

4. Mobile Ad formats

The mobile web banner ad is the most used format on the OPPA members’ sites. But a wide variety of mobile screen formats exists. In this white paper we centralized all technical specifications in one document.

5. Glossary