Sociomantic Labs Launches Operations in Belgium

Laurens van der Laan to Spearhead Growth in the Market

Today, we are excited to announce the launch of our Belgium operations and the appointment of Laurens van der Laan as our Business Development Director for Belgium. In this role, van der Laan will be responsible for driving Sociomantic’s revenues and building out our local presence in this promising market.

Read the full press release here.

Laurens joins Sociomantic from Ve Interactive, where he served as Head of Sales for Belgium. During his time there, Laurens was responsible for educating and spreading brand awareness in the market as well as developing sales strategies and partnerships. Prior to Ve Interactive, Laurens worked in a range of consulting, sales and management roles for companies like SUBtracers, Meltwater and InterContinental Hotels Group.

“I’m excited to join an energetic team with a lot of programmatic experience,” Laurens said about his new role. “Belgium is an exciting market opportunity, as it’s really adapting quickly to programmatic from both the publishers’ side as well as the advertisers’ side. My goal is to grow the Belgian market share with new and existing clients.”

“I’m delighted to have Laurens join our Benelux team to support this up-and-coming market,” said Yori Klaassen Bos, Sociomantic’s Commercial Director for the Benelux region. “We are working with several key players in Belgium and see the adoption of programmatic marketing technologies really starting to take root in this market – much more widely than in previous years – so this is the perfect time for Laurens to join our team to help educate the market about the opportunities of these technologies.”

The Growth of Programmatic in Belgium

Belgium is one of the fastest-growing Internet markets worldwide, with a market size of $5.6 billion and 25 percent e-commerce growth in 2014, surpassing the Netherlands (10 percent), according to Ekos Global. Half of the population has already shopped online, especially in the fashion, food and electronics categories.

Consequently, programmatic display has also evolved over the years and by 2015, almost all publishers are working on an automated level. Many publishers are in the further stages of testing multiple SSPs, private marketplaces, different ad formats and more advanced features. Meanwhile, the amount of possible impressions in Belgium running via RTB peaked in November 2014, rising to more than 10 billion possible impressions in open RTB – almost half of the inventory that’s available in the Netherlands (20 billion impressions) and a quarter of the inventory (40 billion impressions) available in France (Source: IAB Focus On Programmatic Buying, 2015).

These factors create an exciting market opportunity for marketers in the region, who can now benefit from Sociomantic’s full-funnel programmatic display solutions as well as local service.

Welcome to the team, Laurens!