CIM State of the Union 2026: local unity is strength

Although no one in the sector denies that there are many challenges in 2026, what stands out is the shared ambition to tackle them together. The imminent launch of the cross-media measurement solution CIM ONE – the very epitome of innovation through collaboration – beautifully highlights just how tangible that ambition already is today.

The need for harmonisation 
The first speaker of the day, Adrian Baschnonga (EY), set the tone straight away. He discussed the many developments in consumer behaviour, technology, market concentration and regulation, including their impact – which should not be underestimated – on the media and advertising landscape. 

As the afternoon progressed, the list of challenges grew in scope, but the solutions and the way forward also became clearer. In light of the dominance of big tech – the platforms currently account for 56 per cent of media investment in our country – topics such as the typically Belgian fragmentation were discussed. The message was that greater (local) clout requires regulatory harmonisation, and this at multiple levels. 

Trust is the key
Naturally, the term ‘artificial intelligence’ also came up several times during the State of the Union, with insights from various perspectives. For instance, there was discussion of what may soon be higher token costs; several experts touched on the issue of theft – both in terms of copyright and reach; and Marc Federix (Raad voor Reclame/Conseil de la Publicité) drew a link between the use of AI and trust, setting out twelve concrete guidelines as part of a passionate plea for active self-regulation.

The concept of trust was the central theme. “People trust local media more than big tech,” remarked Gauthier Elslander (BPX), a valid point which Matt Bourn of the UK’s Advertising Association expanded on shortly afterwards. “Trust in advertising – and in the media environments in which these adverts appear – also makes a measurable contribution to marketing effectiveness.” Good to know, because that is precisely where the market’s priorities logically lie, as the constructive CMO debate confirmed.

From plan to implementation
Another high-profile international guest was Kerstin Niederauer-Kopf. She is CEO of AGF, the German counterpart to the CIM, and emphasised the importance of independent media measurement at Villa Empain. She also called for common measurement standards for local and global platforms, with a European framework that safeguards that independence and comparability. A level playing field, in short – a concept that came up time and again. 

Getting the mega-platforms on board with the national measurement methodology is precisely one of the next steps in the CIM ONE project. This project is set to move from planning to implementation in 2027, with the roll-out of the new metrics – Total Video, Total Audio and Total Publishing – and the opening up of data that will benefit all players within the ecosystem.

Local media and their own barriers
A measurement infrastructure that provides an accurate picture of reach and effectiveness will steer advertisers more towards local media. However, local media will need to lower their barriers to entry and streamline media buying processes. “The greatest threat to local media is not a lack of quality, but a lack of simplicity,” says Nathalie L’Hoir (UMA). Combined with Wim Jansen’s (VIA) idea of “providing a single common commercial gateway” for audiovisual media, those present certainly took home plenty of food for thought.

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The CIM and the Raad voor Reclame/Conseil de la Publicité would like to thank all attendees and speakers for their participation: Adrian Baschnonga (EY), Gauthier Elslander (BPX), Karim Ibourki (CSA), Kerstin Niederauer-Kopf (AGF), Luc Suykens (UBA), Nathalie L’Hoir (UM/UMA), Petra De Roos (ACC), Matt Bourne (Advertising Association), Alex Thoré (VAR), An Caers (ING), Annelore Van Hove (Delhaize), José Fernandez (D’Ieteren), Steven De Deyne (Proximus), Jan De Moor (Bauer Media Outdoor Belgium), Thierry Hugot (Groupe Rossel/BPX), Wim Jansen (DPG Media/VIA), Danny Devriendt (Omnicon Media), Koen Verwee (Mediahuis), Peter Quaghebeur (Mediafin), Valérie Morfitis (Ads & Data), Nicolas Jacqmin (WPP Media Belgium) and Pierre Kroll.