Measuring Belgium Kantar Media awarded National Internet Measurement Contract

Back at the turn of the millennium, Belgium was one of the original internet measurement pioneers. They've had a formal study proudly in place since the year 2000. And now, 12 years later, TNS, part of the Kantar Media network, has been awarded the country's latest National Internet Measurement contract. Awarded by the Centre for Information on the Media (CIM), the partnership begins on 1 November 2012. Aside from measuring web pages and applications such as video and audiostreams, the enhanced service will also showcase our significant investment in new methodology. For the first time it will include data from mobile devices and online video management - both live and on demand.

An enhanced service

CIM are responsible for all Belgian currency research into above-theline media. They use the resulting data to provide advertisers with invaluable insights into consumers' online behaviour. Come November, advertisers will have even more data to work with. Based on the online activity of a panel of 10,000 Belgian internet users, we will be providing monthly reach data and daily audience estimates. The more information
advertisers have, the better they can implement and manage targeted advertising campaigns. And, more importantly, the better their return on investment. Stef Peeters, Managing Director at CIM, had this to say: "The rapid evolution of the online medium requires a reciprocal development in the methodology of the CIM internet studies. Via its international network, Kantar Media's technology ensures indepth monitoring of the measurement of mobile devices, as well as video and audio streaming. In addition, the company's panel approach delivers the necessary methodological stability to publish monthly reach figures and daily audience estimates, all of which are essential in today's fast-paced world of digital advertising."

Bespoke measurement solutions

This new contract will utilise Kantar Media Spring technology, tailor-made for the complex Belgian market. With multi-platform measurement already taking place across Europe in Denmark, Germany, Norway, Switzerland and Romania; we are looking forward to beginning this study in the original internet measurement trailblazer, Belgium.

Dominique Vercraeye is Managing Director, TNS Belgium. TNS is part of the Kantar Media network. He is based in Brussels, Belgium.

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