Digital advertising

We offer fully integrated advertising strategy on all digital touchpoints: Search, Display, Programmatic, Mobile, Video and Social.


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Digital Business Intelligence

Our digital business intelligence services include: web analytics, tag management solutions, data interpretation, dashboarding and SEO solutions.


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Technology

Our services are data-driven and powered by in-house
and third party technologies.


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Technology

Our services are data-driven and powered by in-house
and third party technologies.


DISCOVER THEM HERE

 

Publications


Semetis Publications

Article

Consent Storage in GTM: Implementing Local Storage vs First‑Party Cookies
Introduction: Why Storage Choice Matters More Than It Looks Most teams now have a consent banner and a CMP in place. The legal boxes are ticked, the banner shows up, and users can accept or reject cookies. Job done… right? Not quite Behind the scenes, how you store the consent state and how you pass it to Google Tag Manager and Consent Mode – has a direct impact on: data quality in ...
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How AI is already transforming the landscape of paid search
AI is rapidly reshaping how consumers search and how brands must position themselves across the entire discovery journey. Search is no longer limited to a traditional results page: it has become conversational, multimodal and fragmented across platforms. Consumers move between Google, TikTok, Reddit, Amazon, ChatGPT, Copilot and Perplexity, often without ever clicking through to a website. With zero-click ...
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GEO: 4 Concrete Tactics to Work on Your GEO
Introduction Over the past few months, the way search engines work has been evolving rapidly.For a long time, online search followed a simple principle: ask a question and receive a list of clickable links to find an answer.With the rise of solutions such as ChatGPT, Gemini, and Google AI Mode (rolled out in June 2025), this model is changing. Today, users can ask a question and receive a complete, ...
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Search Social was just the beginning: Welcome to the AI Search Era
Introduction In 2024, our article on Search Social highlighted a fundamental shift in how younger generations discover information online. Platforms like TikTok, Instagram and Pinterest were no longer just entertainment spaces - they had become primary entry points in the discovery journey. For many users, especially Gen Z, search no longer started with Google but with an algorithmic feed.That shift ...
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Improve the readability of your Looker Studio dashboard with Calculated ...
Introduction Looker Studio is a Google tool that allows you to convert data from various sources, such as Google Analytics, Meta and Criteo, into clear and interactive dashboards. The platform has numerous functionalities, but when building dashboards, one element is always important: readability. By default, you work with fields that are linked to the data source, but Looker Studio also allows ...
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First-Party Data: Why It’s Becoming the Backbone of Digital Marketing ...
Over the past few years, the digital landscape has changed quickly. Third-party cookies are disappearing, platforms are reshaping how data flows, and regulators are raising the bar on transparency and consent. At the same time, advertisers still need accurate measurement, relevant targeting, and ways to grow efficiently. The result? First-party data has moved from “nice to have” to “essential”. It ...
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Retail Media in Belgium: the reality beyond the hype
Introduction Retail media is the new buzzword in the marketing world. In just two years, it has evolved from a niche topic to a fixed point on boardroom agendas and media plans. Both advertisers and agencies talk about its enormous potential: access to valuable first-party data, a direct link to sales, and a new revenue stream for retailers. But behind that promise lies a more complex reality. The ...
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Making analytics accessible with a scalable, user-friendly dashboard for ...
Many companies today sit on a goldmine of data but don’t always have the tools or structure to make the most of it. That was the case for one of our multinational B2B clients operating in more than 60 countries. Their teams going from product managers to marketers and local stakeholders, needed reliable insights but often found Google Analytics 4 (GA4) complex and time-consuming to use. In a B2B ...
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The Epicurean Strategy: How Semetis Turned Branding into Business Results ...
A Fresh Challenge: Launching Digest Forte in Belgium Earlier this year, UPSA launched a new product they wanted to launch on the Belgium market: UPSA Digest Forte. This new product was designed to ease digestion after heavy eating or drinking. The challenge for us was clear: How could we stand out in a market where competitors are already present, and make sure our product is seen and understood. Although ...
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Key Takeaways from Day 1 of BAM Marketing Congress 2025
The 2025 BAM Marketing Congress was: a notebook full of insights, a fresh dose of inspiration, and a strong reminder that the core of marketing is, and always will be, profoundly human. From behavioural economics to media strategy, leadership lessons and brand building, the day offered perspectives that challenged how we think, not just what we do. Here are the reflections that stayed with me from ...
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Case

Driving Campaign Success with AI-Powered Audiences: The Atol Case Study
Introduction As the marketing landscape evolves and third-party cookies are steadily phased out, brands are facing the challenge of rethinking how to effectively target and engage relevant audiences. The ability to drive measurable results is increasingly tied to innovative solutions that leverage first-party data and AI technologies. At Semetis, we recently partnered with Kairos, an AI-powered ...
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Collect&Go: Automated SEM: Eliminating Cannibalization and Driving 3x ROI
The rush for gold In a low-margin industry, online food delivery is crucial for retailer profitability. With Belgium’s market penetration 20% behind the Netherlands and the UK, the growth potential leads to fierce competition. Therefore, Collect&Go, the online grocery shopping service by Colruyt Group, where customers can conveniently order groceries online and pick them up at a designated ...
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Exploring Lindemans’ Innovative Media Strategy for Launching New Beers ...
  The Uphill Battle of Lindemans: Navigating a Declining Market Dominated by Giants   In the world of beer, Lindemans, a family-owned brewery from Vlezenbeek, Belgium, deeply rooted in the tradition of making lambic and fruity beers since the 1800s, faces a not-so-hoppy situation. Being a challenger in a market dominated by the presence of the Big Five – AB InBev, Alken-Maes, Haacht, Duvel ...
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Xtra: Leading the Shift from Downloads to Usage
  Introduction   Our smartphones. We cannot live without them. They bring us a tremendous amount of information and convenience. On average, we use our smartphones 3 hours a day, and advertisers are well aware of this. In the last few years, every big brand has started developing their own app to engage with their customers. Big app-driving campaigns have been launched, yielding ...
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Korian’s Multi-data Approach for Better Elderly Care Image
The battle against negative brand image in elderly care   Did you know that in Belgium 62% of people aged 50 and over have a negative image of nursing homes? A Belgian study also found that 70% of older adults fear living in retirement homes due to losing independence, isolation, or mistreatment. Public negativity towards an industry can put it in the spotlight with scandals and bad press. This ...
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DreamLand: Reaching Parents Through Playful Marketing Strategies
Transforming Social Media into DreamLand's Playground Dreamland, the well-known Belgian toy store, has long been recognized for making dreams come true for both parents and children. Nevertheless, even in a dreamworld reality can strike. The ongoing energy crisis caused price spikes, coupled with a notable drop in toy demand (-4% YoY in 2022, Statista). Consequently, the toy market has become exceptionally ...
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Infrabel - Winning the Talent Race in Belgium with The Strongest Team
In this article we explain how Infrabel was able to win the talent race in Belgium with their Strongest Team campaign. This business case was even awarded with a Silver IAB Mixx Award in the category ‘Best Media Engagement’. Winning the talent race: crafting a strong strategy to reach Infrabel’s ambitious goals Belgium’s 2nd largest employer, Infrabel, faced talent shortage in 2022, seeking 930 ...
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Unlocking advertising’s potential: harnessing Attention Time for optimal ...
9 minutes. 9 minutes is the daily attention time of consumers for ads. Knowing that consumers consume 299 minutes of media every day and are exposed to 84 minutes of advertising doing so, it’s fair to say that this number is ridiculously low. While advertisers could previously still get away with simply ensuring the visibility of their ads, they are now forced to reflect more than ever on how to capture ...
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KitchenAid makes every data point count, with data modeling that drives ...
Steering marketing efforts are challenged by data limitations KitchenAid has a history of innovation and has introduced several groundbreaking products over the years, such as the iconic stand mixer that is now a staple in many kitchens. Research data shows that the online demand for small kitchen appliances in Europe is shifting, growing from 39% in 2021 to 42% in 2022. Turning to e-commerce is clearly an ...
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Atol: A Local Media Strategy that boosts stores ROI
The importance of local presence in the age of interconnectivity 98% of consumers used the internet to find information about local businesses in 2022, up from 90% in 2019. While, on average, local searches contributed to 23% of website traffic. This means that users are increasingly searching for keywords such as ‘near me’ or ‘in the neighborhood’. Being locally present becomes inevitable as it allows ...
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