Naast strategische ondersteuning zal Draft Digital het inhouse team van Prominent en
Velderhof trainen op belangrijke ontwikkelingen en veranderingen binnen het digitale
marketinglandschap, zodat kennis en expertise structureel binnen de organisatie
worden versterkt.


Volgens Lars Postmus, Eigenaar van Draft Digital is de samenwerking een mooie stap
voor beide organisaties: “Het is tof om als beste Billy Grace-partner gekozen te zijn en
we kijken ernaar uit om strategisch bij te dragen aan de verdere groei van beide
merken, juist omdat ze beschikken over een sterk inhouse team.”

Ook bij Prominent is er enthousiasme over de samenwerking. Laurens Luckel, Head of
Online Marketing bij Prominent: “We hebben een sterk inhouse team, maar willen
blijven groeien in hoe we onze kanalen laten samenwerken. Draft overtuigde ons met
hun praktijkervaring op precies die omnichannel uitdaging en de senioriteit die ze aan
tafel brengen.”


Met deze samenwerking zetten Prominent en Velderhof een volgende stap in de
verdere professionalisering van hun digitale marketing. Door strategie, technologie en
innovatie te combineren, werken de merken samen met Draft Digital aan duurzame en
toekomstbestendige groei.

The focus is on display, social, SEA, and online video, with extra attention to tracking and attribution to achieve maximum impact.

At Draft Digital, we believe effective marketing is about adding value, not just volume. Together with Kees de Boekhouder, we emphasize steering campaigns based on actual customer value rather than just gross leads. By focusing on incremental value, we help Kees de Boekhouder realize sustainable growth.

Daniel Muller, Head of Growth at Kees de Boekhouder:“Kees de Boekhouder is always looking for ways to better reach and support our target audience. Thanks to Draft Digital’s expertise in online marketing and their focus on data-driven optimization, we are confident that we can help even more self-employed professionals simplify their administration. This is an important step in our growth ambitions.”“

We have a comprehensive view of performance

In addition to optimizing campaigns, we will also focus on tracking and attribution. This enables precise linking of marketing investments to the value created for customers, aligning perfectly with both parties’ ambition to collaborate strategically and results-driven.

About Kees de Boekhouder

Kees de Boekhouder is a team of dedicated accountants focused on self-employed entrepreneurs and freelancers. Through accessible bookkeeping software and a personal accountant, they take the hassle out of your financial administration. Their hybrid solution is simple, affordable, and comprehensive. No corporate suits or surprise invoices for every phone call.

Boosting Brand Awareness and Conversions at Albert Heijn

Goldspoon, famous for its high-quality ready meals included in Marley Spoon packages across the Netherlands, Germany, Austria, and Belgium, is expanding its presence to 250 Albert Heijn stores and AH.nl. To support this launch, the brand is partnering with Draft Digital to develop a powerful retail media strategy and targeted brand campaigns. This collaboration has already delivered positive results, with ambitious plans to further boost impact.

“The launch of our meals at Albert Heijn and AH.nl is a major milestone for Goldspoon,” says: Thijs Fleuren, founder of Goldspoon.“We believe strongly in the quality and taste of our products, and it’s fantastic to see how Draft Digital supports us in reaching our target audience through a smart retail media strategy and effective brand campaigns. Their expertise helps us not only gain visibility but also make a real impact.”“

Crucial Role in Goldspoon’s Growth Strategy

Draft Digital will play a key role in Goldspoon’s growth strategy.The rise of retail media presents excellent opportunities for brands like Goldspoon to connect directly with consumers. We are proud to support Goldspoon in achieving their goals and further optimizing campaign performance. “Although the initial results are promising, we continuously strive for even better performance.“

The partnership between Draft Digital and Goldspoon highlights the power of retail media in a competitive market. By combining data and creativity, consumers are effectively reached both online and in-store.

About Goldspoon

Goldspoon was founded in 2021 by Thijs Fleuren and Derk Meuter, driven by their passion to make delicious, nutritious, and quick cooking accessible for busy families and food lovers. With experience at companies such as Ahold, Marqt, and La Place, they know better than anyone what it takes to deliver top quality.

Try it yourself too; highly recommended!!!

Boosting Brand Awareness and Conversions at Albert Heijn

We proudly announce our new collaboration with Restaurant Company Europe (RCE), known for successful hospitality labels such as Loetje, Happy Italy, Beers & Barrels en Café Vrijdag. This partnership aims to enhance and optimize RCE’s marketing efforts, with Draft Digital responsible for translating marketing strategy into daily execution across all media channels.

Esmée van Venrooij, Marketing Director at Restaurant Company Europe, is enthusiastic about the collaboration and its potential.At Restaurant Company Europe, we are always looking for ways to further grow our brands.” Through the collaboration with Draft Digital, we can now translate our strategy more effectively and consistently across all our digital marketing channels. We have confidence in Draft Digital’s approach and look forward to the results of their expertise.”

From Strategy to Tactics and Seamless Execution

Draft Digital will focus on implementing RCE’s marketing strategy across a broad range of digital channels, including social media, SEA, SEO, and programmatic advertising. This coherent approach will strengthen brand visibility and recognition for RCE’s portfolio.

With great enthusiasm about the collaboration and our shared goals, we look forward to this partnership: “Our team is passionately committed to increasing occupancy rates across the various brands. The hospitality industry is close to our hearts, and it energizes us to contribute to the success of brands like Loetje and Happy Italy. We understand the challenges within the hospitality sector and look forward to working together with Restaurant Company Europe to make these brands stronger and more visible.”

About RCE

Restaurant Company Europe is the parent company of well-known hospitality concepts such as Loetje, Happy Italy, and Beers & Barrels. With over 75 restaurants and cafés located in prime spots across medium to large cities throughout the Netherlands, RCE is the largest hospitality group in the country. The success of RCE stems from delivering an optimal Guest Journey focused on hospitality and quality products. Additionally, strong employer practices and a forward-thinking growth strategy are key pillars of RCE’s continued success.

Our Clients Are Always Right

We’ve achieved excellent scores across several areas, according to our clients. These include the creativity of our agency, the effectiveness of our collaboration, and our ability to accelerate the client’s business (business accelerator). According to FONK150, these are the core qualities on which a digital agency should be judged.

Given our outstanding average score, we are naturally extremely proud!

But There’s Always Room for Improvement!

While we’re thrilled with our 9+ rating, Draft Digital is all about continuous improvement. We are already focused on moving forward and aiming for an even higher rating in 2025, not only for ourselves but also in the quality of our services.

Boosting FarmCamps Reservations in 2025

This collaboration focuses on improving FarmCamps’ online performance and expanding their digital marketing strategy to inspire families across the country for an unforgettable farm holiday experience.

We’re very excited about this partnership: "FarmCamps is a wonderful brand that puts holidays for children in the Netherlands on the map. FarmCamps is a wonderful brand that highlights family holidays in the Netherlands. Together, we will work on strengthening online performance and reaching even more families, so they can enjoy a memorable vacation and learn about farming in the Netherlands.“

Hands-on Partner for Growth

FarmCamps selected Draft Digital because of our proven track record and pragmatic approach. This partnership will cover various aspects of digital marketing, where we will act as a true partner alongside FarmCamps.
The collaboration will focus on various aspects of digital marketing, where we will act as a true partner alongside FarmCamps.
.

“With Draft Digital on board, we have found a partner who not only supports us with digital execution but also helps us develop a strong, future-proof marketing strategy.”" according to Jules Pasteuning, Commercial Director at FarmCamps. "This enables us to keep our focus on what we do best: creating unique and unforgettable farm experiences for children and their parents.“

About FarmCamps

FarmCamps offers families the opportunity to enjoy the outdoors on authentic farms across the Netherlands and Germany. With luxury tents and a wide range of farm activities, FarmCamps is the ultimate destination for families seeking an adventurous and educational vacation. For more information, book a tent at the farm!!

12GO Biking places its trust in the collaboration with Draft Digital.

This partnership focuses on strengthening 12GO Biking’s current marketing performance through strategic advice and activation of marketing tools.

With this partnership , Draft Digital will work closely with 12GO Biking’s marketing team. The goal is to elevate performance marketing to the next level, while jointly developing a future-proof and balanced setup across all media channels.

Billy Grace

Billy Grace is an example of a tool that Draft Digital will help further activate within the organization; AI-driven tooling for automating and improving marketing performance.

From 12GO Biking, Jelle Meijer, COO, adds:“We look forward to working with Draft Digital. Their knowledge and experience in performance marketing will help our team grow further and serve as a strong sparring partner for new and innovative projects, both in the short and long term.“This will help us strengthen our position as the largest bike store in the Netherlands.”

About 12GO Biking

12GO Biking is a leading retailer in the cycling industry, known for its wide range of bicycles and bike parts, as well as its commitment to customer service and quality.

Strengthening digital presence

With this collaboration, ZFS aims to further expand its online presence step by step
to become an important financial advisor. By leveraging marketing expertise
from Draft Digital, ZFS aims to serve its clients even better and strengthen its
market position.

“We are delighted to collaborate with ZFS,” says Erik Hornung, founder of Draft Digital.
“Their customer-focused approach and dedication to providing the right solution for the client
aligns well with our approach“ in that respect, we’re really passionate experts among ourselves." We are
convinced that together we will achieve great results and accelerate the digital growth of
ZFS will accelerate.“

Hands-on Partner for Growth

ZFS has chosen Draft Digital because of their proven track record and ability to support various aspects of digital marketing, with data always at the center.
The collaboration will focus on various aspects of digital marketing, where we will act as a true partner alongside FarmCamps.
van digitale marketing waar data altijd centraal staat.

“We are excited about the opportunities this collaboration offers us: Ralph
Mooij, owner at ZFS. “Draft Digital has the expertise and technology to help us
to achieve our growth objectives and elevate our services to the next level.“

About Zakelijke Financiering Specialist

Zakelijke Financiering Specialist is a leading consultancy firm that helps businesses with
finding the right financing solutions. With deep knowledge of the financial market
and a broad network of financiers, ZFS offers tailored solutions that fit
the unique needs of each client. For more information, visit our website!

Digital spending appears to be stagnating.

In the past year, there has been minimal growth in digital spending. Despite significant inflation, this is notable, suggesting a decrease in effectiveness. What is striking is that we expect a growth of 14% for next year. Are advertisers compensating for this? From Draft's perspective, we anticipate that 14% is substantial and that it will be less. The advertising market is under pressure.

Increase in spending on Search Engine Advertising (SEA) 

Despite ongoing inflation, we only see a small increase of 3% in spending on Search Engine Advertising (SEA). This indicates that companies continue to invest in this channel and that it still yields sufficient returns. However, the ROI will gradually decrease due to inflation, and parties will need to further develop their SEA strategy. This can be done in various ways, such as improving tracking so that Google can better optimize values or implementing first-party data. It is likely that some companies will adjust their strategies or look for alternative channels if this trend continues.

Decline in spending on television advertising and the shift towards a 'total video' strategy

It is interesting to note the decline in spending on television advertising, indicating a shift in marketers' priorities. Companies seem to be responding to the decreasing reach and the mismatch between content and their target audiences. This has led to a greater focus on a 'total video' strategy, which encompasses online video and social media. It is expected that ad-supported video-on-demand (AVOD) models, such as those of Netflix and Amazon Prime, will play a significant role once they achieve substantial reach. At present, we are limited by relatively little good and high-quality inventory, making it extremely difficult to achieve an equivalent effect as on television.

The growth of local spending lags behind.

While there was an expectation that local advertisers would gain a larger market share due to the declining performance of international channels like Meta and Google, this shift has not been observed. Platforms like TikTok appear to compensate for this by offering an appealing alternative for both users and advertisers. 

Rise of Digital Out-of-Home (DOOH) and Retail Media

Digital Out-of-Home (DOOH) appears to be achieving the greatest growth, primarily driven by Retail Media. This indicates a strong market shift towards these forms of advertising, increasing consumer engagement at physical locations. Retail Media, exemplified by initiatives like Ahold's AdRetail and Amazon's offerings, demonstrates how online providers can leverage their data to create more impactful advertising. When applied effectively, Retail Media will truly come into its own. Currently, the focus is primarily on achieving reach rather than performance.

The decline of Programmatic Advertising

Programmatic Advertising appears to be losing importance. This can partly be attributed to alternative advertising tools offered by platforms such as DPG and Albert Heijn. Additionally, growing concerns about the environmental impact of the Programmatic Ecosystem contribute to this trend. Furthermore, the phasing out of third-party cookies seems to limit the added value of RTB. It is no longer always essential to use a DSP for banner purchases.

Another 'positive' insight is the visible shift from the Open Market to Private Marketplaces and Preferred and Marketplaces. Advertisers seem to place more importance on quality. Additionally, not all inventory is available for purchase anymore. This includes specific placements at DPG Media or inventory at FDMG.

Challenges with "Cookieless" inventory

A notable aspect of this research is the mention that only 44% of the inventory is still purchased using cookies. This seems inaccurate considering that larger DSPs, Ad Managers, and SSPs often still rely on cookies technically. A prime example of this is market leader DV360. From Draft's perspective, there is an earlier expectation that the market is insufficiently aware of the functioning of cookies in the programmatic ecosystem. Currently, only a few parties are capable of trading non-consent inventory.

Summary

Despite only a minimal increase in digital spending over the past year, significant changes are underway. This is also influenced by shifts in other media types, such as TV. At Draft, we strive to assist advertisers as effectively as possible through these changes and aim to stay ahead of the market. Interested in a non-committal introduction? Please contact us via this link.