Ads & Data

What Stevin gets out of Ads & Data

Ads & Data is a Belgian approach that combines telecom data from Proximus with the reach of DPG Media. That gives a targeting option you will not easily find elsewhere in Belgium: behavioral data tied to large media reach. We use it for campaigns aimed specifically at the Belgian market, where that data genuinely makes a difference. Where it pinches is that the added value sits in the data, but the proof of it does not flow into your own reporting on its own. You get sharp targeting, but whether that sharpness translates into better results than a broader channel, you only see once you place it side by side. Stevin runs as a layer on top of your stack and pulls the campaign data in through export, next to your other channels. A Belgian campaign that runs notably well or poorly then becomes a signal a person reviews, so you can weigh the extra targeting against what it costs.

What you pair it with

Choosing Ads & Data means you want to place the results next to your other channels to see whether the telecom targeting is worth its premium. You need your media mix and analytics alongside it, because on its own sharp targeting always looks good. It is a channel for the Belgian market, so count on it standing next to your broader effort rather than replacing it. The question that remains is whether the extra data leads to better outcomes than a plain channel, and you only see that by comparing.

Common mistakes

• →Paying for sharp targeting without checking whether it really performs better than a broader channel.
• →Keeping Belgian campaign data separate from your other mix, so the comparison is missing.
• →Assuming more data automatically leads to better results.