Ready to dominate Q4? Our checklist shows you how.

1. Digital media as a focal point

In 2024, digital ads accounted for 41.9% of all media budgets in Belgium (vs 32.2% in 2023). Especially search (+9.3%), social (+10.9%) and online video (+10.2%) are on fire. This growth is further boosted in Q4: consumers are searching and buying more actively.

2. Video is the absolute growth engine

YouTube, TikTok and streaming platforms attract a growing share of budgets. Video not only reaches audiences but directly influences purchase decisions. Especially during shopping moments like Black Friday and Christmas, video has an immense impact when paired with shoppable formats.

3. Retail media gains ground

Retail media are ads on e-commerce platforms such as bol.com, Amazon, Carrefour or Colruyt. They are growing faster than TV and in 2025 will already receive more budget than traditional TV. This channel taps directly into consumers’ buying mode and is very efficient in Q4, when competition is fierce and visibility counts.

4. Traditional media under pressure

TV and print lose market share each year. TV even dropped below 30%, and print now accounts for less than 4% of total media investments. Radio remains surprisingly stable, around 14%, and is often used as a supporting channel alongside digital efforts.

5. Performance & flexibility are key

Media costs spike in November, especially in search and social. Invest early in September for cheaper reach and stronger brand recall. AI-driven optimisations and real-time monitoring are essential to allocate budgets quickly to best-performing channels.

6. Agents shake up the game

Apart from consumers and competitors, new players appear: AI agents. Conversational AI is already solving over 90% of consumer queries without human intervention. And shopping agents are also gaining ground. They compare prices, check reviews, and even buy products… while the consumer kicks back.

Tech and retail giants invest heavily on AI agents. For your brand, this means that your campaigns must charm both humans and AI agents. Accurate and clear product info, open APIs and strong brand signals make agents choose you first. In Q4 2025, AI agents aren’t sci-fi, they’re part of the strategy. They will accelerate purchase intent and ease service processes during peak periods.