{"id":215492,"date":"2024-01-26T10:44:56","date_gmt":"2024-01-26T09:44:56","guid":{"rendered":"https:\/\/www.mediaspecs.be\/?p=215492"},"modified":"2024-01-27T11:24:20","modified_gmt":"2024-01-27T10:24:20","slug":"commpass-the-year-ahead-un-moment-dinspiration-locale-dans-ce-monde-tourmente-on-a-besoin-dun-peu-plus-de-belgitude","status":"publish","type":"post","link":"https:\/\/www.mediaspecs.be\/fr\/commpass-the-year-ahead-un-moment-dinspiration-locale-dans-ce-monde-tourmente-on-a-besoin-dun-peu-plus-de-belgitude\/","title":{"rendered":"CommPass – The Year Ahead : Un moment d\u2019inspiration locale dans ce monde tourment\u00e9 – \u00ab\u00a0On a besoin d’un peu plus de belgitude\u00a0\u00bb"},"content":{"rendered":"

Un panel de 12 experts ont pr\u00e9sent\u00e9 jeudi soir leur vision pour l\u2019ann\u00e9e 2024 dans la superbe Maison de la Poste de Tour & Taxis. La valeur des marques media locales, des personnes et des \u00e9quipes ont fait l\u2019unanimit\u00e9.<\/p>\n

La consommation media des cibles publicitaires s\u2019acc\u00e9l\u00e8re, principalement au travers de plateformes digitales internationales. L\u2019individu consomme son temps consacr\u00e9 aux m\u00e9dias sur plusieurs plateformes.<\/p>\n

L\u2019ensemble des participants rel\u00e8ve donc l\u2019importance d\u2019un \u00e9cosyst\u00e8me belge imprimant une identit\u00e9 locale forte et p\u00e9renne.<\/p>\n

Nos marques m\u00e9dias locales sont confront\u00e9es aux GAFAM. Ce n\u2019est pas nouveau, mais tout s\u2019est acc\u00e9l\u00e9r\u00e9. Le combat s\u2019intensifie donc.<\/p>\n

Notre diff\u00e9rence se jouera sur notre aptitude \u00e0 \u00eatre agile et ind\u00e9pendant. Notre ton, notre flexibilit\u00e9, notre cr\u00e9ativit\u00e9 et nos asp\u00e9rit\u00e9s locales, peut-\u00eatre m\u00eames parfois trait\u00e9es par communaut\u00e9s linguistiques, seront de mise.<\/p>\n

Ces belles d\u00e9clarations ont parfois surpris certains, alors que de grandes agences media et cr\u00e9atives licencient \u00e0 tour de bras et que paradoxalement, l\u2019humain, son expertise et son encrage local sont mis tr\u00e8s en avant cette ann\u00e9e.<\/p>\n

Un appel fut \u00e9galement lanc\u00e9 \u00e0 encore plus de collaboration entre les diff\u00e9rentes f\u00e9d\u00e9rations de la tripartite, aux fins de peaufiner ensemble notre \u00e9cosyst\u00e8me, fine-tuner notre voie, notre ADN et nos revendications locales.<\/p>\n

Par d\u00e9finition, un annonceur suit la consommation media du consommateur. Il doit valider la qualit\u00e9 du media, de son contexte de diffusion et de consommation pour assurer sa \u00ab brand safety \u00bb.<\/p>\n

L\u2019\u00e9volution mondiale vers des \u00ab international digitals hubs \u00bb (sic) semble pourtant in\u00e9luctable. Mais nous devons \u00eatre capables d\u2019en assurer le contr\u00f4le et cela semble \u00eatre le r\u00f4le des experts locaux et des agences media, qui assurent les insights, l\u2019efficience, la subtilit\u00e9 de la culture locale et de ses m\u00e9dias.<\/p>\n

Rappelons-le aussi, il existe encore \u00e9norm\u00e9ment de soci\u00e9t\u00e9s belges ind\u00e9pendantes qui cr\u00e9ent notre tissu \u00e9conomique local et qui restent attach\u00e9es aux m\u00e9dias et la cr\u00e9ativit\u00e9 locale.<\/p>\n

L\u2019intelligence artificielle fut \u00e9galement au c\u0153ur des prises de paroles. Notre monde \u00e9volue vers \u00ab plus de donn\u00e9es, plus de technologie et plus d\u2019automation \u00bb. Elle doit rester sous contr\u00f4le de l\u2019humain et principalement permettre d\u2019augmenter le rendement des hommes, d\u2019\u00e9liminer les t\u00e2ches r\u00e9p\u00e9titives aux fins de lui conf\u00e9rer plus de temps d\u2019efficacit\u00e9 au travail et am\u00e9liorer la qualit\u00e9 de vie de tous.<\/p>\n

Les tendances chiffr\u00e9es furent \u00e9galement pr\u00e9sent\u00e9es. La majorit\u00e9 des intervenants semble relativement optimiste sur l\u2019ann\u00e9e \u00e0 venir : une \u00e9volution de +3% vs 2023 semble proche de notre r\u00e9alit\u00e9. Et ceci dans un monde tourment\u00e9, en \u00ab permacrisis \u00bb, au sein de 2 conflits mondiaux (dont un en Europe), les \u00e9volutions de l\u2019inflation et les effets du changement climatique. Les mouvements sociaux, les \u00e9lections et d\u2019autres surprises viendront compliquer encore la donne. Mais le belge reste optimiste, a des id\u00e9es et surtout, beaucoup d\u2019humilit\u00e9 !<\/p>\n

Et de conclure que l\u2019humain doit rester au centre de nos pr\u00e9occupations. Sa valeur est inestimable, le former et conserver sa confiance et son expertise au sein d\u2019une soci\u00e9t\u00e9 qui cr\u00e9e du sens est central. Faisons-lui confiance, et sachons \u00e9couter ses \u00e9motions et son bon sens.<\/p>\n

Thierry Magerman (Custom Regie) pour MediaSpecs<\/em><\/p>\n\"\"\n

\"Le

Le panel \u00e9tait compos\u00e9 de Sophie Vanderwinkel (IPM Advertising), Nathalie L\u2019Hoir (Mediabrands), Dhan Claes (Semetis), Anny Schmit (Sony Pictures Releasing), Geert Debruyne (FMA), Christine Van den Berghe (Lijncom), Wim Jansen (DPG Media), Alex Thor\u00e9 (Var), Michael Willems (Dentsu), Davy Caluwaerts (Publicis Groupe) et Val\u00e9rie Morfitis (Unilever).<\/p><\/div>\n\"\"\n

\""Forecast

\u00ab\u00a0Forecast media spendings\u00a0\u00bb par Bernard Cools (Space)<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Un panel de 12 experts ont pr\u00e9sent\u00e9 leur vision pour 2024 lors de The Year Ahead de CommPass. La valeur des marques media locales, des personnes et des \u00e9quipes ont fait l\u2019unanimit\u00e9.<\/p>\n","protected":false},"author":4,"featured_media":214586,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[16],"tags":[9518,1596,6699,9793,9728,9064,10908,18353,20317,20318,13750,10717,20305,9105,9153,9184],"class_list":["post-215492","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classifiee","tag-alex-thore-fr","tag-anny-schmit","tag-bernard-cools-fr","tag-christine-van-den-berghe-fr","tag-commpass-fr","tag-custom-regie-fr","tag-davy-caluwaerts-fr","tag-dhan-claes-fr","tag-geert-debruyn-fr","tag-michael-willems-fr","tag-nathalie-lhoir-fr","tag-sophie-vanderwinkel","tag-the-year-ahead","tag-thierry-magerman-fr","tag-valerie-morfitis-fr","tag-wim-jansen-fr"],"acf":[],"yoast_head":"\nCommPass - The Year Ahead : Un moment d\u2019inspiration locale dans ce monde tourment\u00e9 - "On a besoin d'un peu plus de belgitude"<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediaspecs.be\/fr\/commpass-the-year-ahead-un-moment-dinspiration-locale-dans-ce-monde-tourmente-on-a-besoin-dun-peu-plus-de-belgitude\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CommPass - The Year Ahead : Un moment d\u2019inspiration locale dans ce monde tourment\u00e9 - "On a besoin d'un peu plus de belgitude"\" \/>\n<meta property=\"og:description\" content=\"Un panel de 12 experts ont pr\u00e9sent\u00e9 leur vision pour 2024 lors de The Year Ahead de CommPass. 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