Posted By Geoff Lyons, managing director PML Group,
13 March 2018
Updated: 12 March 2018
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Geoff Lyons, managing director PML Group, outlines the emerging trends that OOH is embracing and how they will impact on the medium in 2018.
Out of Home has a long history of powerful and famous creative work. It is an unblockable, unskippable medium that delivers scale, can sell products and create brand fame. A medium that can quite literally stop people in their tracks. High-definition digital screens and data-driven dynamic content now provide even more creative potential and measurable effectiveness than ever before. As the leading Out of Home communications and location marketing agency in Ireland, we now know even more about what people think, feel and do out of home. We translate this understanding into compelling, creative and quantifiable OOH solutions through investment in data, technology and people, which make a meaningful difference to our clients’ businesses. In a fragmented media landscape, OOH continues to deliver in both reach, frequency and time spent (over three hours a day).
2017 was a pivotal year of OOH with the first roadside digital screens launched in Dublin and Belfast. OOH has witnessed an increasing migration from paper to pixels in the current decade. Screen signage now resides in a wide range of environments from retail to leisure to travel hubs. Digital OOH amplifies the core “one to many” benefit of classic OOH – namely brand building through coverage build and repeat viewing.
Digital further enables flexibility with media and creative copy – to deliver the right message at the right time in the right places for audiences. It offers tactical opportunities in daily and daypart planning while technologies such as our proprietary Dynamic platform allows for contextual messaging based on live data triggers including weather, traffic and social media. This is highly impactful and helps brands build a dialogue with their audiences in real-time - and in real-life.
Pardon the pun, but Out of Home is in a good place right now. While audiences fragment elsewhere increased urbanisation, commuting times and emerging networks means OOH reaches more people than ever before. The latest census figures also testify to that. Media owners are investing in new display technologies enhancing the quality of message. These initiatives we are seeing will only help drive OOH further in 2018.
Location will become mainstream
Location has been described as the cookie of the real world. With nearly a third of search queries still related to location, location-based messaging is not merely a trend on the rise but an expected part of the service. Internationally advertisers using Dynamic campaigns, serving relevant contextual messages, are seeing an average uplift of 15% across branding metrics from displaying different messages at different times according to audience context. A single repeated message broadcast in OOH works, but new, flexible ways of serving campaigns means multiple highly relevant messages can be served by location and will be a viable option for many campaigns.
Integration with mobile will increase
There is a significant amount of synergies when OOH is paired with digital and mobile advertising. As both phones and cities become smarter, Out of Home is perfectly positioned to complement the daily lives of connected consumers. Brands are already tapping into this by incorporating Snapcodes into artwork or complementing OOH with geo-fenced digital campaigns driving reach and engagement. Combining the two channels makes sense for consumers who already exhibit these behaviours and is appealing for brands who can link them to CRM data and track attribution in new ways. New complementary OOH services such as public WiFi, phone chargers, beacons and others will strengthen the alignment between OOH and mobile.
Smarter data sets will inform smarter campaigns
Brands invest in understanding who visits their real-estate (online or otherwise) and can often ascribe their customer behaviours to locations. Organisations with huge sets of data, can apply anonymised and aggregated digital data to the real world to see where people are using social media or browsing sites and apps. 2018 will see smarter use of data sets, that when combined with a brand’s first-party data, will produce powerful consumer insight and inform smarter campaigns. New data sets and technologies are allowing advertisers to go beyond demographics to understand who is in front of their ad in real time.
Cities are also getting Smarter
Technology is integrating the digital and physical worlds and OOH has an unmatched ability to enhance the impact of digital and mobile marketing in the physical world. As our cities, especially Dublin and Belfast, grow and connectivity becomes more and more widespread, the opportunities for OOH to bridge the physical to the online will greatly increase.
Even from the point of view of population growth, employment growth, commuting, socialising and shopping, OOH has a huge role to play. And as the digitisation of the medium continues apace, we expect opportunities to combine civic information, entertainment and advertising will emerge.
Creative will focus on first impressions
OOH already has the foundations for success with unmissable classic formats and locations, but it will increasingly adopt social and digital engagement principles such as short-form formats like GIFs to deliver fast, yet captivating experiences. Brands can think differently across formats but focus on delivering their key goal - be that awareness, consideration or acquisition.
Content will break through
By showing content to consumers, rather than explaining product features, advertisers can provide value, letting a product speak for itself in a more powerful and unforgettable way. Content can be useful, creative or contextual but at its core it offers an experience to the consumer so they can connect with a brand emotionally. In a busy multi-media world where brands must fight to win attention, captivating content-driven campaigns, storytelling and driving results, will become far more prevalent.
Experiential adds depth to OOH’s traditional breadth
Brands are increasingly utilising OOH for experiential activations. A “show don’t tell” strategy adds depth to traditional messaging and offers viral possibilities. A great example was Aer Lingus who surprised shoppers in Stephen’s Green shopping centre with a live digital panel offering free flights in return for their holiday stories. This drove over three hundred thousand social views.
2018 will be an important year for OOH which will see new and more flexible ways to plan and trade the medium, more relevant and engaging creative, right place and right time ad serving and consequently increased return on investment for advertisers.
OOH is reaching a tipping point where data, technology and inventory can integrate and connect to deliver more impactful, efficient and effective campaigns for clients. BE MORE NOW is our 2018 mantra for our clients and our teams as we embrace dynamic thinking across the entire OOH sphere. Watch this space.
Posted By Mintel,
12 March 2018
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Global volume sales of beer continue to remain stubbornly flat as many drinkers seek to cut down on their alcohol intake, especially in the European market. The greatest challenge for the beer industry is the rise of health and wellness, influencing consumers across Europe, North America and in emerging markets like Latin America and Asia.
However, while many consumers are seeking to drink less beer, they are increasingly happy to trade up quantity for higher quality, hence the continued rise of craft and specialty beers which charge drinkers a considerable price premium. Craft is becoming a global mainstream trend and ordering a beer is no longer a simple task. Global beer drinkers are increasingly choosing between different types of beer such as lager, ale, and porters/stouts; and on a more micro-level, choosing from specific styles of ale in particular, but also specific styles of lager and porter/stout, e.g. the India Pale Ale (IPA), Pilsner, or Imperial Stout.
As with wine, this is helping to elevate consumer perceptions of the product, showcasing beer’s complexity and sophistication. A wide variety of styles also allows beer drinkers to choose what best suits their palate, their meal type, or the specific occasion. More choice also has the potential to recruit new consumers, many of whom previously thought of beer as something generic-tasting and not for them. Finally, it is also allowing producers to keep experimental Millennial drinkers engaged with the category.
Another growth avenue for brewers is sweeter-tasting “near-beer” segments such as beers with added flavours or soft drinks, ciders, and flavoured malt beverages. Such flavour innovation appeals to the Millennial “sweet tooth” and their desire for more flavour intensity, in contrast to the milder taste of most mainstream unflavoured beers.
Finally, as consumers become increasingly environmentally conscious, beer brands are extending eco-friendly commitments beyond recyclable packaging and introducing beer made with upcycled ingredients.
Using Mintel Global New Products Database (GNPD), we highlight 10 beers launched in markets around the world in 2017 that have tapped into these new growth opportunities:
1. Baden Baden Kaffee Cerveja Tipo Coffee Beer (Coffee Beer), Brazil:
This coffee flavoured beer is said to be the result of the perfect union of two award-winning varieties of coffee, Acaiá and Bourbon, harmonized with the light bitterness of hops and malt. It has a dark beige, creamy foam, and is said to harmonize well with tiramisu, chocolate-based desserts, smoked pork, and semi hard cheeses.
2. Mack Mikrobryggeri Belgisk Dubbel (Belgian Double Beer), Norway:
The manufacturers create a new music playlist for every batch; this one was brewed whilst listening to Led Zeppelin, David Bowie, Ron Gallo, Royal Blood, and Knutsen & Ludvigsen and consumers can access the Spotify playlist through a QR code on the label. As they claim, “with good music you will get happy yeast and with the yeast happy - you get good beer!”
3. Birra Moretti La Rossa Birra Doppio Malto (Double Malt Beer), Italy:
This internationally award winning beer is prepared with a special quality of Italian burnished barley malt, which adds notes of caramel and licorice to its flavour. The new packaging highlights the fact that this product is made using renewable energy from solar panels. According to Mintel, around 26% of global beers launched in 2017 carried ethical or environmentally-friendly claims.
4. Brasseurs du Monde Strong Rice Beer, Canada:
This Japan-inspired, partially filtered beer is made with exotic ingredients such as rice, sake, yeast, Sorachi Ace Japanese hops, white wine must, and a little wasabi. The rice gives it a cloudiness that the Japanese call ‘nigori’, as well as the texture of a full-bodied white wine. The main flavours are rather fruity, but with the pungent character of wasabi.
5. Lake Effect Brewing Company Inland Seas Series Blueberry Berlinerweisse Style Ale, USA:
Blueberries are ubiquitous in Michigan and Ontario and provide the colour, sweetness, and acidic complexity to this light bodied tart ale. Blueberries are added in both the boil and in secondary fermentation. This beer is part of a series of eight that represents the Great Lakes of North America: each beer is inspired by the characteristics and mood of each lake, featuring ingredients from the surrounding area.
6. Krug Bier Cerveja de Jambu (Jambu Beer), Brazil:
A summer ale inspired by the tropical climate of the Amazon, this pure malt beer is said to be refreshing and tasty, with its Ella hop providing an explosion of aromas with notes of passionfruit and mango. The presence of the Brazilian herb jambu gives a subtle tingling and numbing effect on the tongue and a mouth-watering sensation.
7. InStock Bammetjes Bier (Leftover Loaf Beer), Netherlands:
Instock is a Dutch social enterprise which aims to reduce food waste and create awareness on the issue. After opening three restaurants, a food truck, and a catering service, they launched a Pale Ale style beer made with “rescued” potatoes and, more recently, a wheat beer made from leftover bread, the second most wasted product in the Netherlands.
8. And Union Unfiltered Lager, South Africa:
Unfiltered and unpasteurised beers tap strongly into the modern trend for more natural, less processed food and drink products. While filtering allows brewers to remove yeast or sediment from the raw beer, giving it a bright clarity, pasteurisation heats up the beer to remove any micro-organisms which survived filtering, increasing the beer’s lifespan. However, the downside for the consumer is that pasteurisation and filtering are thought to compromise flavour and freshness.
9. Not Your Mom's Apple Pie Beer, China:
This dessert brew is said to have the perfect balance of sweetness and tartness, and has an unmistakable taste of nostalgia. It contains apple juices, and is brewed with cinnamon and real vanilla from Madagascar.
10. Bruno Ribaldi Birra Siciliana, Italy:
This artisanal, re-fermented and unfiltered beer is brewed with "Perciasacchi" wheat, Sicilian citrus fruit peels, and pink peppercorn, and is characterised by a sour flavour, with the typical Sicilian citrus scent. It is claimed to be ideal for street food, meat, oven baked pasta, or pasta with anchovies.
Mintel is the world's leading market intelligence agency. For over 40 years, Mintel's expert analysis of the highest quality data and market research has directly impacted on client success. With offices in London, Chicago, Belfast, Düsseldorf, Kuala Lumpur, Mumbai, Munich, New York, São Paulo, Seoul, Shanghai, Singapore, Sydney, Tokyo, and Toronto, Mintel has forged a unique reputation as a world-renowned business brand.
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Posted By CPM Ireland,
07 March 2018
Updated: 06 March 2018
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To celebrate International Women's Day on 8th March, we're delighted to feature an interview of CPM Ireland's Managing Director Lorraine Butler who shares her experience on International Women’s Day and her role on the board of Today’s Women In Grocery.
What does IWD mean for you?
International Women’s Day creates time in our busy lives, for awareness and reflection on women’s efforts and achievements. It reminds us to stop and reflect on the progress women have made, our contribution & our successes. In turn, it reminds us to continue our future strides to create future success both individually and collectively.
As a leader in your business how will you strive to maintain a gender parity mindset?
Personally I have very seldom been comprised in my career because of my gender. That is not to say that I have not seen others (both genders) who have been less fortunate. I have always taken the approach of the ‘best person for a role’, however as I have matured through business and life, I see that personal circumstances have to be considered and accommodated in order to help the best person be the best they can be. My management team live by this philosophy and I ask that we seek out leaders in all layers of our business who will embrace this philosophy.
On my first international Women’s Day as MD for CPM Ireland in 2016, I made the following pledge and I have kept this promise to date:
“I pledge to ensure that 'the best person for the role' always secures the role. I pledge to eliminate personal circumstances as a factor that might negatively impact a person securing the role. I pledge that teams acknowledge these circumstances and support each individual to realise their potential, for mutual success.”
What role do you take in life/business to help forge positive visibility of women?
As the oldest of 8 sisters I am well versed in all things female! As I grew through school (all girls convent of Mercy) and college it was clear that my younger sisters looked to how I was behaving – both good and bad! And mirrored much of my behaviour. Thankfully I have always been ambitious and hardworking, and a huge belief in collaboration– characteristics instilled by my parents. Each of my sisters followed in my footsteps into college and we are all thankfully experiencing strong careers and good lives. I worked in eircom/eir for 14 years and set up the eir Business Diversity & Inclusion group – I was one of 12 members of a Senior Leadership team and the only female, it was clear that females had not the same likelihood to climb the ladder in eir for various reasons – none of them conscious by anyone involved. The ICT and technology business is heavily male dominated and the eir Women in Business network created a forum where women across eir and our clients could come together to share experience and support of each other. Men also joined some of our sessions to create an appreciation of both viewpoints.
I joined CPM in 2015 and inherited a strong customer base of Retail clients. I had no retail experience and quickly realised that all of my customer contacts were men! In order to build up my expertise in Retail I sought out to build my network. Together with 5 other women we have created TWIG – Todays Women in Grocery – a sub board to the Irish Grocers Benevolent Fund (IGBF) the main charity in Retail. Our research showed that 62% of employees in the retail sector were women and only 5% were at board level. TWIG is a forum where women in Retail come together, network and share experiences. Our first event in 2016 saw 150 attendees from the industry. Our event in May 2018 has sold out within weeks of tickets going live and we are expecting 430 ladies to join the event.
Who was the biggest influence on your career?
My parents. Both of my parents come from humble backgrounds and due to family circumstances, both left school & the education system quite early. I am the eldest of eight children – all girls! My parents support, positive work ethic, integrity and respect for any person they come across gave me the best possible foundation in life. My parents’ guide to my sisters and I has always been ‘Be the best you can be’. I’ve always worked towards making them proud and experiencing things that I know they too would have had their earlier education been different.
Are there any women in leadership that you admire outside of your organisation?
Carol Ann Lennon, Managing Director of Open eir is someone I greatly admire. Carol Ann is an inspirational business leader, consistently achieves strong business results, but always bringing her people along the journey. She has a strong ethos in balancing work and family and supports others who work with her/for her to adopt the same. She is a major advocate for diversity in the workplace and a great supporter of those who wish to progress and develop. She is the only female member of the eir Board and last year became a non-executive board director at AIB, while spearheading support for Special Olympics in Ireland. And while achieving all the success she has, she remains a very grounded, a lovely human being! Louise Phelan VP Global Operations EMEA for PayPal is also someone I have huge admiration for. She has a very optimistic, no-nonsense and can do approach to how she leads a business, breaking the impossible down into manageable bites and achieving growing success. Louise is from a large family and heritage not too dissimilar from my own and to see the career heights she has achieved, while again remaining a really grounded and supportive individual, is very inspirational.
What was your first ever job?
Working in a Delicatessen in Carlow town – I did 1 weeks work experience as part of Transition Year in school and secured a part time job for 2.5 years which helped fund my teenage years and all that comes with it! I then managed Pizza Hut in Rathmines for 5 years to put myself through college… and all that comes with it!
Describe the journey you’ve taken to get to the role that you are in today.
After studying Computer Science, I spent a couple of years in the recruitment & software industries and then moved to eircom as an Account Manager. I progressed through roles and ranks there, until I became responsible for Ireland’s largest B2B sales team with eir. After 14 years with eir, having become a qualified coach and mentor with DIT and IBEC & completing an MSc. in Leadership & Management Practice with UCD Smurfit Business School, the opportunity to run a company end to end really appealed to me and I was fortunate to join CPM, part of the Omnicom group in 2015 and have never looked back.
What advice would you give young women working in sales and marketing to support them?
Anything is possible – whatever you want to achieve, it is achievable, but you are responsible for your own journey and destination. Regardless of whether you realise it or not – Every Day you are being interviewed! Do what is expected of you in your current role with excellence, but adopt practices and behaviours of the role you want next! Work to identify & secure a mentor who you respect and will learn from – but ensure to take heed of their advice –they haven’t achieved the success they have, without learning a thing or too along the way – so listen, observe and action on their guidance, it will speed up your journey to success.
What advice would you give to anyone starting a career in sales and marketing?
Find a product that you believe in. Sales can be hard…. But If you believe in the product, your role moves from selling to a customer, to offering them a service that will enrich their lives or way of working. And don’t take a ‘sales/marketing job’. It will be short lived and will add little value to you beyond filling your pockets for a time. Consider the career that sales and marketing can give you- it’s a rich ground for customer, market and business understanding. The experience you attain in sales and marketing is a firm foundation for most other roles in business. Do the role extremely well, take the learnings and do all you can to achieve your targets. Leverage this success to move onto the next career level. Choose the company you work for wisely – consider if the organisation has a’ customer first’ philosophy – if this is evident, they are likely to be a ‘people first’ organisation which bodes well for you building a longer term career with them.
If you could state one characteristic that makes a strong business woman, what would that be?
What are the few resources (books, articles, blogs etc.) you would recommend to someone to gain insight into becoming successful in life and their career?
To be honest, I’m not a huge reader – I usually make a new year resolution to read more, but it hasn’t really taken life in practice. I also tend to learn more from practice vs theory and find that biographies are a good balance of the two. A colleague recently recommended a publication by Joe Biden, ex VP of the United States- “Promise Me, Dad” where he talks through the 3 things any person really needs to have a good life…Something to do, Someone to love and Something to look forward to. A simple philosophy that rings true. Stephen Covey’s “The 7 habits of highly effective people” is also worth a read as are the Harvard Business leadership blogs which are short synopsis’ of thinking, but usually, leave plenty of room for thought!
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Posted By Brian O’Connor, Senior Consumer Analyst at Mintel,
20 February 2018
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As Easter approaches, chocolate confectionery is once again in the spotlight. In Ireland, concerns over sugar are putting pressure on sales, as consumers limit their consumption of chocolate and switch to better-for-you (BFY) alternatives. However, with Irish consumers noting that the emotional benefits of chocolate are important to them, there is scope for brands to put a greater emphasis on smaller-portion formats, positioning chocolate as a treat that can be enjoyed in moderation and as part of a balanced diet.
This describes the ways that consumers justify their decision to indulge in “not especially good for you” products. Depending on the occasion, permissible indulgence can refer to the decision to eat a small portion of an indulgent product. But, at other times, consumers consider their consumption of a larger (regular) portion of a BFY product in the same category to be permissible. For example, a consumer may sometimes consider it permissible to indulge in a small portion of an extremely rich and decadent chocolate confectionery - hence the growth of bite and thin formats. But at other times, the consumer may opt instead to indulge in a regular serving of BFY chocolate such as a sugar and dairy-free bar or a supergrains-enriched chocolate tablet.
Here, Brian O’Connor, Senior Consumer Analyst at Mintel, takes a look at the key consumer trends shaping the chocolate confectionery market and the latest in product innovation.
ChokABlok, Titchy Jelly Bean Egg - UK:
This thick Belgian milk chocolate egg with a puddle of lime flavour chocolate, crammed with tangy jelly beans and popping candy. As described in Mintel’s 2018 Global Food & Drink Trend ‘New Sensations’, the sound, feel and satisfaction that texture provides is becoming more important for food and drink companies and consumers alike.
Fujiya Wine To Tanoshimu Look Carré, Rich Cheese Chocolate - Japan:
Unexpected flavours provide new eating experiences. This Japanese chocolate contains cheddar cheese and freeze-dried cheese, and is suggested to be paired with white wine.
iChoc Expedition, Jungle Bites Organic Dark Chocolate - Finland:
As consumers look for permissible indulgence, launches of chocolate products described as "bites" have grown 50% over the past five years, according to Mintel’s Global New Products Database. These vegan bites from Finland, sweetened with coconut blossom sugar, contain tiger nuts and cocoa nibs.
Ritter Sport, Lemon Wafer White Chocolate - Germany:
Now available for the spring season of 2018, this white chocolate tablet is filled with skimmed milk yogurt lemon cream and wafer with a lemon cream filling. Seasonal, limited-edition launches can capture the attention of shoppers and tempt them to try new products.
Tesco Finest, Gin and Elderflower Egg - UK:
This product is described as a combination of intense dark chocolate and milk chocolate infused with aromatic gin and elderflower flavour. Six creamy truffles are also included in the box.
Magnum, Double Chocolate Bar - Italy:
Magnum is branching out from their signature ice cream to chocolate confectionery. The bar is made with layers of Magnum chocolate and an indulgent chocolate caramel filling, crispy wafers and butterscotch pieces.
Purdys Chocolatier, Toasted Buckwheat Bar - Canada:
Grains have been receiving considerable attention globally as an ingredient in chocolate confectionery, but they are yet to make a major splash in terms of product innovation. This white chocolate bar with a mellow, creamy caramel taste, is studded with toasted buckwheat and Himalayan pink salt.
M&M’s, Triple Chocolate Candies - USA:
For chocoholics only, these new M&M’s launched for Valentine’s Day feature a milk chocolate centre surrounded by layers of white and dark chocolate.
Bounty, Milk Chocolate Coconut Protein Bar - Germany:
The high protein trend is proving to be much more than a fad, with new launches continuing unabated. Traditionally indulgent categories like chocolate are finding growth opportunities in high protein offerings, which add a layer of permissibility. Here a classic Bounty bar is enriched with protein and it contains 19g of it.
Taza Chocolate, Dark Bark Pumpkin Seed Chocolate Snacking Thins - USA:
This vegan chocolate is free from dairy, soy, gluten and GMO, and is organic and kosher certified. It’s made with crispy, protein-packed puffed quinoa and topped off with crunchy toasted pumpkin, making a healthy anytime treat.
Mintel is the world's leading market intelligence agency. For over 40 years, Mintel's expert analysis of the highest quality data and market research has directly impacted on client success. With offices in London, Chicago, Belfast, Kuala Lumpur, Mumbai, Munich, New York, São Paulo, Shanghai, Singapore, Sydney, Tokyo and Toronto, Mintel has forged a unique reputation as a world-renowned business brand.
For more information on how Mintel can help your business, contact Ciara Rafferty, Director Mintel Ireland on +44 (0)28 9024 1849 or email@example.com.
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Posted By Core,
20 February 2018
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Advertising spend in Ireland expected to increase by almost 7% to €1.07 billion this year according to ‘Outlook 2018’ report from Core
• Television, radio and print sectors to all experience a drop in revenue
• Online advertising spend is expected to increase by 20% to reach €541 million
• Core is calling for the establishment of an Irish Media Owners’ Association to discuss the future of the indigenous media market and address issues
A 6.7% increase in advertising spend in Ireland will see revenues reach €1.074 billion, according to new research from Core, Ireland’s largest marketing communications group. This increase will mark the sixth consecutive year of growth in advertising investment levels in the Republic of Ireland and is in line with general economic growth.
The figures are contained in ‘Outlook 2018’, an annual document produced by Core which forecasts spend for the next 12 months across a variety of media, including Television, Radio, Print, Online, Sponsorship, Direct Mail and Out-of-Home. The report also outlines the key developments and important issues that will impact the industry this year.
Core has restated the size of the media market this year. Assessing the level of advertising spend (in media) in Ireland is needlessly difficult. The real ‘problem child’ continues to be online advertising. None of the major players disclose their revenue, which has resulted in massive variations in valuations of the sector; in 2017, Core believes that agencies under-called online ad spend by 27%, while the online sector itself significantly over-valued it by 32%. Core estimates the real level of online advertising expenditure (gross of commission) in the Republic of Ireland at €451 million for 2017.
This is significantly higher than previous estimates and is driven by a restatement of the level of direct spend that is going to Google and Facebook by thousands of small and medium-sized businesses throughout Ireland. This restatement has added €123 million to previous estimates of total amount of advertising money spent on advertising in Ireland.
Commenting on this issue, Alan Cox, CEO of Core, says: “All media owners should submit their advertising revenue figures to an independent accountancy firm on an annual basis, so that we can discuss the Irish media market and its value with confidence and without ambiguity. To facilitate this will require the creation of an Irish Media Owners’ Association, which is long overdue. The purpose of such an association would go far beyond the issue of spend data. A forum for media owners to discuss the future of the indigenous media market and address issues of common concern is urgently required.”
Some of the highlights contained in Core's Outlook 2018 report are:
Unhealthy Dominance of Google & Facebook
Although a great year for profits, 2017 was a year both Google and Facebook probably want to forget due to multiple controversies around how their businesses operate. These include Russia’s influence in the US election, Facebook’s dysfunctional relationship with news (fake or otherwise), incorrect reporting of advertising performance, ads appearing beside inappropriate content on YouTube, prominent placement of Google’s comparison shopping service in search results and, most recently, a focus on whether Facebook’s algorithms encourage addictive behaviour.
These issues, however, have made little difference to Google and Facebook’s dominance as advertising platforms so far. We estimate that 58% of all digital spend goes to these platforms and there is no sign of this abating.
The consequences of this dominance in the Irish market are far-reaching and must be addressed. It is important that global media companies, such as Facebook and Google, do not secure a disproportionate level of advertising spend, or it will have the unintended consequence of closing publishers and broadcasters in this country, thereby denying the public of Irish-produced analysis, opinion and entertainment, which are essential to our democracy and identity.
We are not advocating a policy of protectionism; that is a short-term fix, which usually results in poor practices and weaker innovation in the long run. However, the Government has a major responsibility to ensure that a level playing field exists. Recently, the UK Government announced a review into the future of the newspaper industry, warning that the closure of hundreds of titles was a "danger to democracy” and that high-quality journalism was a "force for good". We agree, but this is not just about news publishers, it affects all media. As a first step, the Irish Government should widen the remit of the Minister for Communications to include all media, and reallocate other parts of the ministerial portfolio, to ensure adequate time is given to this massively important and evolving issue.
It must also be said that Irish media owners should not expect the Government to do their job for them. They need to double-down, find a ‘north star’ for their business and invest behind it. Long-term strategic planning is lacking in the media sector, unfortunately.
TV – Alive & Kicking
Fake news was the phrase of 2017. In marketing terms, there is no better example of this than the headline ‘Television is Dead’. Linear TV (live TV plus playback within a seven-day period) represented 79.7% of ALL video consumption for Irish adults aged 15 and over, in 2017. The other 20.3% represents video-on-demand (VOD) players, YouTube, Netflix, Amazon Prime, pay-per-view and so on. So, despite all the options available, four out of five minutes of video content remains linear TV.
It is true that younger audiences are slowly migrating to other platforms and devices; nevertheless, 55.5% of video consumption remains traditional linear TV for Adults aged 15-34. Video consumption will continue to evolve but, with the average viewer watching 37 commercials every day or 13,538 adverts per year on linear TV, it is safe to safe that television in Ireland is still alive and kicking.
Core calls for an Ireland TV Player
One in five of all TV sets in Irish homes are now connected to the internet. This new technology is having a huge impact on the availability of content to Irish viewers. RTÉ, TV3 and other Irish broadcasters are directly competing with global players who have multi-billion euro programming budgets. Many of these smart TV’s are now bundled with Netflix or other subscription services and programme choices are now decided by favourite apps, rather than the traditional TV channel menu.
Dividing Irish content amongst three or four apps will not be a successful model. Therefore, we call on the Irish broadcasters to come together and offer one ‘Ireland TV Player’, with content-rich archives, live streaming and, most importantly, no cost to the viewer. If you want to compete with global powerhouses, you must develop a local powerhouse to take them on. If the will exists to put aside years of competing for media budgets, then this would be a significant step to keeping Irish TV strong into the future.
Online video advertising not fit for purpose
Making the creative fit the medium is one of the age-old axioms of advertising. When it comes to online video, there is a lack of original creative designed with this medium in mind. With less than 30% of original content created for online video, there is an over-reliance on using existing television copy to fill this space. At best, this is creating a poor viewing experience; at worst, it is damaging brands and turning viewers to subscription, ad free options.
Online video advertising should be treated as a billboard, with many advertisers now trimming commercials to less than five seconds. Producing multiple creative executions can be challenging, but it is now essential. We wouldn’t design a 96-sheet outdoor poster with a bus shelter in mind; therefore, the same rules should apply to video.
Broadcasting Authority of Ireland (BAI) must encourage innovation
Audio is no longer the preserve of the FM band, yet until recently the Broadcasting Authority of Ireland (BAI) has been focussed on growing the number of analogue FM licenses and maintaining outdated quotas in relation to news and current affairs. The BAI understands that this approach needs to change; it is not in step with the way listenership is moving. The industry is beset by inertia and leadership is badly needed to encourage broadcasters to future-gaze, to be creative and to develop plans for the next era of the medium.
Innovation should be encouraged, not restricted. Central to this is a need to change the way contracts are awarded. We need licenses to stop focusing on FM and award contracts that keep pace with the new digital age. Broadcasters should be encouraged to change, to evolve and to innovate and be rewarded for doing so. They should have to re-tender for their licenses every five years with a priority placed on a proven track record of innovation. This is the incentive that will break the latent cycle of inertia and create a culture of creativity.
We need a ‘Spotify for News Media’
According to the Reuters Institute, only 10% of Irish adults pay to access online news content. If this level of take-up does not increase, the future is bleak for this most valuable and important sector of Irish media.
The existing paywall subscription model will never attract sufficiently large audience numbers for most mainstream news media (although there will always be exceptions; e.g. The New York Times). One factor is what we get for our subscription; with Netflix and Spotify, we’re offered a plethora of products in return for a single sign up. Paywalls don’t follow this approach, instead offering the consumer one product in return for their subscription.
But with the right collaboration, there is a potential solution to this problem. If consumers had a ‘Spotify for News Media’, which gave them access to all the major Irish news brands in an easy, consistent and navigable format, it could successfully provide a platform to simplify decision making and embed news media in the daily life of the consumer for years to come.
Consumers would be asked to pay a monthly subscription for unlimited access. And as well as delivering a range of content from all Irish news media, the service would enable customisation to the specific needs of users.
Digital out-of-home formats will account for 18% for total sector spend in 2018
There was significant investment in the digital out-of-home (OOH) network in 2017, most notably the introduction of the first large format digital structure in Ballsbridge (Dublin) by JCDecaux. There is much to look forward to in the year ahead. Growth will be driven by JCDecaux, which plans to convert 22 of its ‘Metropanel’ sites to ‘Digipanels’ by the summer.
Over the past six years, the digital network has grown at a modest pace compared to other European markets, but the appetite for change is certainly there and gained momentum in 2017. However, while we are starting to pick up the pace, growth will still be moderate for two reasons: firstly, city planning in Ireland is very conservative and slow to change; secondly, while the cost to develop digital signage has reduced (in some cases by up to 50%), the capital outlay and maintenance costs are still considerable for media owners.
On the other side, advertisers are demanding a more developed digital OOH infrastructure in Ireland to bring much-needed flexibility and dynamism to the medium. This presents us with a ‘chicken and egg’ type scenario: not all brands will fully embrace digital OOH until there is a more established network with a better geographical spread, but media owners may be reluctant to invest at pace if these new formats are not fully supported by advertisers.
The changing face of sports broadcasting
The sports broadcast market is reaching its most critical point since the arrival of pay TV. The game-changer here is the rise of social broadcasting. Both Twitter and Facebook are pushing their ‘live’ functionality, which will increasingly take share of viewing from traditional broadcasters. Twitter has announced that sport is one of the main channels it plans to develop. Facebook already has several live streaming deals in place in the US, including Major League Baseball, Major League Soccer and UEFA (Champions League matches). It was highly anticipated that both Facebook and Amazon would compete with Sky and BT for the next Premier League contracts (starting with the 2019-20 season). At the time of writing, Sky & BT have won five of the seven packages and it is rumoured that Amazon is the only ‘new contender’ still in the mix for the remaining two, as it seems Facebook is not taking part.
The transformation of the broadcast landscape means that now, more than ever before, sponsorship measurement and reporting will become both more complex and important. All stakeholders need a sophisticated and reliable measurement process, backed by experts who understand how to measure the impact and maximise the potential from each channel.
Read the report on onecore.ie
Core (formerly Core Media) is Ireland’s largest marketing communications company; it consists of nine distinct practices: Creative, Data, Investment, Learning, Media, Recruitment, Research, Sponsorship and Strategy. The company also incorporates Mediaworks, Spark Foundry, Starcom and Zenith.
Core has been voted Agency Network of the Year for the last five years at the Media Awards and the company was also recently voted one of the top workplaces in Ireland by the Great Place to Work Institute for the ninth year running.
For further details, please check out www.onecore.ie
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