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June 2017 Media and Marketing Review

Posted By Carat, Tuesday 4 July 2017

Here's a look back on the media and marketing news over the last month, brought to you by Carat.


Top 5 OOH advertisers in June: 

  • Diageo
  • Mars
  • Lidl
  • Vodafone
  • Warner Brothers


The Telecoms sector was very active on OOH in May, as it was the biggest spending category, covering cycles 10 and 11. The category gained a market share of 10.8%, a whopping 90% increase in spend when compared to last month. Vodafone and Sky featured on the top advertiser list in fourth and sixth place respectively.  Some of the campaigns to contribute to the Telecoms spend were; Three, who ran an extensive OOH campaign to aid the launch of their new app 3Plus, Samsung, who launched the highly anticipated Galaxy S8, and Vodafone, who ran a OOH promotion for Vodafone at Home.

Retail Outlets retained its position as the second highest spending category in May, with 10.5% of the market share. Campaigns from H&M, Lidl and Ikea all ran on OOH contributing to the spend. Lidl featured 3rd in the top advertisers for May. The #Lidltrolleycam OOH campaign displayed on large format billboards and bus formats, which helped bring the stars of the campaign front and centre. 

Beers & Ciders was the third biggest spending category in May, with 10.1% market share. Diageo and the C&C Group, both the first and seventh highest spending advertisers respectively, promoted a variety of their products. Diageo ran OOH campaigns for Budweiser, Guinness, Smirnoff and Smithwicks, while C&C group continued their Bulmers brand refresh along with promotional activity for their sponsorship of the Forbidden Fruit Festival. 

Mars Ireland was the second highest advertiser in cycles 10 and 11. Mars Ireland ran a variety of campaigns for their different brands. Pedigree Ireland ran their competition and event led ‘pawsitive living’ to coincide with their Dublin and Cork events. Skittles also ran a forecast based OOH campaign.





The campaign named ‘We’re Open’ ran in anticipation of Dublin’s LGBTQ Pride parade, which took place on Saturday June 24th.  Smirnoff is showing their support with their new colourful campaign. 

With a series of playful OOH adverts, planned by Carat with Source OOH and creative by 72andsunny, the campaign is displaying on Green Screen, Golden Square, 48 Sheet and T-Side for maximum coverage across the city.



Hop House 13 

Guinness Hop House 13 has launched new creative in its latest OOH campaign, featuring several well-known spots that stock the popular lager: John Kavanagh and Sam’s Barbers, both located in Dublin, and Brennan’s Criterion Bar in Bundoran. 

The Outdoor campaign is in conjunction with 20 second video adverts from each of these locations, as well as McCarthy’s in Fethard, Co. Tipperary, which show the publicans serving customers and emphasises the character of these locations, and Hop House 13. 

Carat and Source out of home planned the OOH element of this campaign, with creative by AMV BBDO.

 hop house 13



The Ireland Edition of The Times 

June 3rd saw the launch of the new, Ireland edition of The Times in print format. 

The Ireland edition of The Times was launched originally as a digital only format in September 2015, and offers a mix of Irish and international news, business, politics and sport as well as opinion and analysis. 

This print edition has replaced the international edition that was in the market, building on the success of the digital version. 

In addition to providing a unique perspective on Irish news, the Ireland edition of The Times ensures readers are always across the global news agenda due to the wealth of coverage generated by a team of more than 200 journalists in London and 36 correspondents across six continents, including contributions from international names such as Caitlin Moran, Mike Atherton, Giles Coren, Henry Winter, Daniel Finkelstein, Anthony Loyd and Matthew Parris. 



Media Central Wins the Tender to Supply Advertising Sales to Communicorp 

Media Central, the radio sales house has won the tender to supply and manage advertising sales to “Communicorp” the Denis O’Brien-owned radio group. 

Media Central, which is headed up by Gavin Deans was already the sales house for the Communicorp-owned radio stations 98FM, Spin 1038 and Spin SouthWest. It also sells advertising on behalf of independent stations Beat 102-103, iRadio and 4FM. 

In winning the tender to supply advertising sales, Media Central found itself up against CommunicorpOne, the in-house sales team that managed advertising sales for Today FM and Newstalk.  Around 20 staff working for CommunicorpOne have transferred to Media Central. The newly enlarged offering from Media Central will begin trading from August onwards.



Snap Map Comes to Snapchat 

Snapchat has released a new ‘Snap Map’ feature, which allows you to view Snaps of sporting events, celebrations and breaking news. By pinching on the camera screen, users can pull up a current real-time map of events in their area. 

The map also lets you and your friends follow one another, by sharing your location, similar to Apple’s Find Friends App on iOS, a feature which has raised fears around security for some users. Only the people you choose can see your location, as the Map feature is an opt-in service. 

The release of the update coincides with Snap’s acquisition of Zenly, a French start up that makes a social map so people can see where their friends are hanging out, for $200m. The move is a further indication of Snap’s move to diversify the business and the Snapchat application.




May TV Viewership 

May was a month of descending TV viewership with ratings down across all key demographics compared to the same period in 2016. Adults 25-44 saw the biggest decline coming in at -13% year on year, followed by Housekeepers with Kids (HW+CH ) at -12%, Adults 15-34 at -10% and broad Adults at -5%. 

This information is illustrated in the below graphic:



Ratings were down across the board for RTE in May. The young audiences again experienced the sharpest decline, in line with the industry trend. HW+CH and Adults also fell on last year’s figures, to a lesser extent than the younger audiences however. In terms of programming for the month, RTE dominated the top 20 with strong performances from the usual suspects; The Late Late Show, RTE News, and the Soaps, and the new EastEnders spin off Red Water. 

TV3 experienced a decrease in ratings on most audiences in April, with only broad Adults escaping relatively unchanged compared to last year. Housekeepers with Kids were impacted the most, seeing a -15% drop off, and the young audiences were down -5% (15-34) and -11% (25-44). 

The Champions League semi-finals were shown live on RTE and TV3 in May, and were high rating spots for the younger audiences. On top of this, in 2017 to date, the World Cup Qualifiers, the Sunday Game and the 6 Nations have been some of the highest rating spots for young audiences. Live sport tends to do quite well for the young audiences, particularly Ads 15-34 who are increasingly difficult to target through traditional TV. 

TG4 saw a rise in impacts for Housekeepers with Kids for the second month in a row, up 1%, however the other audiences slipped on last year. Again it was live sport that provided the highest rating spots on TG4, with the final games of the Pro 12. 

May was a poor month over on Sky Media where ratings dropped against all audiences. Adults 15-34 were the heaviest hit with a fall of -15%, followed by Housekeepers with Kids at -13% and Ads 25-44 at -11%. Broad Adults fell 9%. Modern Family, Geordie Shore and the new series Jamestown were the highest rating programmes in May. Continuing on with the live sport trend, Sky’s Premier League coverage was its best programming against the younger audiences, particularly Ads 15-34. With the Premier League season now over for the summer, it will be interesting to see if these young ratings fall even further. 

C4 bucked the industry trend this month with a slight increase in Ads 15-34, up 1% from 2016. The other key audiences continued the downward trend however, all seeing a dip compared to the same period last year. Housekeepers with Kids fell over 9%, while Adults and Adults 25-44 fell -5% and -9% respectively. First Dates, Gogglebox and The Island with Bear Grylls were the highest rating shows in May. C4 Ulster struggled with the young audiences this month. Ads 15-34 and Ads 25-44 dropped off around -10% each. Housekeepers with Kids were close behind with a -9% decrease, and Adults were the least impacted at -3%. 

Britain’s Got Talent rated well against all audiences on UTV, however the station still struggled across the board. Adults, Ads 15-34 and Ads 25-44 all saw double digit declines, while Housekeepers with Kids came in about -4% down on last year.


Universe Update June 2017 

In June, we saw the TV universes updated in line with the recent CSO release of 2016 Census data. As a result of this, RTE have also amended down their CPTs. The extension of the universes will provide a larger viewing population, and commercial ratings will tend to rise accordingly. This is an attempt to halt the declining TV ratings that we have witnessed this year. Over the coming months, we expect to see improvements in year on year rating figures, as the updated universes will rebalance TV viewership. 

From July, Nielsen TV Audience Measurement will include of viewing from both WebTV only households and WebTV only TV sets for the first time. The penetration of WebTV homes is still relatively low but with the launch of NowTv and IPTV from eir and Vodafone these alternative ways of watching Television are gaining traction.

This article was originally published on


Carat Ireland, part of the world's leading independent media planning & buying agency and the market-leader in digital and non-traditional media solutions. Owned by global media group Aegis Group plc, listed on the London stock exchange, the Carat network is more than 5,000 people in 70 countries worldwide. 

Today, advances in digital technology and changing consumer behaviour has created an era of unprecedented complexity and opportunity for clients. Media is now an ecosystem that includes bought, owned and earned communications. In this new era, Carat is leading and shaping the industry once again, using media in new ways to deliver business value to clients.

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Q&A with David Jago: How the Food Industry is Striving to Win Consumer Trust

Posted By The Marketing Institute, Tuesday 27 June 2017

David Jago, Mintel, how the food industry is striving to win consumer trust

At our recent Breakfast Briefing with MINTELDavid Jago, world-class food and drink analyst, explored the issue of consumer trust in the food industry.

It is not just politics and big business which people have trust issues with: the level of consumer trust in the food industry has been shaken, according to new Mintel data. David's presentation explored the role of trust in the relationship between consumers and food and drink, and what brands can do to win it. Here are the presentation slides and our follow-up Q&A with David.


Click here to view presentation


The Marketing Institute: You mentioned Financial Transparency as a means of building consumer trust; How can brands do this effectively?

David Jago: In food and drink markets real financial transparency is still very rare! One notable example is the US wine company Alit, which lists the costs of raw materials, staff, packaging etc., as well as the declared gross profit per bottle. Alit sells direct (online) to consumers, “cutting out the middle man”, so part of the strategy is simply to demonstrate that wine pricing is not arbitrary. But it has discovered that this degree of financial transparency really appeals to Millennial consumers as part of the “story” behind the brand, as well as helping to justify the relatively premium prices it charges. It might not work for major players with multinational sourcing, production and marketing, but financial transparency is an element of the marketing mix that could work for smaller, independent producers.


MII: 40% of consumers value family and friends’ opinions over the expert. How is this impacting the experts and what should they be doing to tackle this?

D.J: When it comes to food and drink products, in particular, the “risk” of trying something new based on a friend’s opinion is relatively low – we’re generally talking about relatively low cost items, so that encourages a degree of experimentation. A potentially more dangerous area is that of healthy-eating and nutrition, where the views of qualified experts may be lost in the noise of bloggers and vloggers. Big brands and major retailers need to better position themselves as experts, working collectively and with consumers via social media, to ensure that the right information gets the high profile it needs, and to encouraging positive dialogue.


MII: How do you think Brexit will impact consumer trust in the food industry?

D.J: The immediate result of Brexit is uncertainty, whether we’re talking about consumers or industry, in the UK or Ireland, or indeed anywhere else. Younger consumers in any country are significantly more likely to trust EU regulations for food and drink safety standards, and fear rising food prices and poorer quality. Generally speaking, though, consumers have greater trust in food and drink produced in their own country, and we’re likely to see a lot more of that in the future. Companies will need to create more transparency around sourcing, making a virtue of sourcing from within their own country to support local or national interests, even though the key driver may in fact be cost.


MII: Ultra-Provenance is heavily influencing consumer choice and certainly trust in brands. But with consumer cynicism surrounding big brands, do you think consumers could become more cynical and see through this trend?

D.J: Consumers today have more information at their fingertips than ever before, while they’re in store or shopping online, and while they’re consuming the product, and social media means that “fake” stories will quickly be exposed. Ultra-provenance can only work when it is real and honest, and may be challenging for big brands, but anything that helps to “tell the story” can reassure consumers – bear in mind that ultra-provenance is often only an indicator of premium quality, and there are many other ways to communicate that.


MII: How has the rise in veganism and plant-based proteins affected the food industry?

D.J: As with any trend, there are winners and losers! We have seen a huge amount of product development in vegan and plant-based foods, often from small, entrepreneurial players who have grown fast based on Millennials’ adoption of the trend. We have also seen meat and dairy companies going vegan, notably in Germany. Traditional meat supplier Rügenwalder recognised an opportunity rather than a threat and has had success with a wide range of meat-free products; dairy companies Molkerei Söbbeke and Emmi have launched plant-based alternatives to yogurt. And of course Danone acquired plant-based foods specialist Whitewave.

It’s important to look at the number of consumers who are cutting back on meat or dairy consumption (a third or more of adults in some European markets), rather than the number of (dedicated) vegans and vegetarians. And consider the high impact among Millennials and the fact that their consumption behaviours may not change as they age, and may be reflected equally as strongly in their children. Then we’re talking about a long term shift in consumer behaviour, not just a fad.


MII: You mentioned accepting faults as an effective way to regain consumer trust, do you have any advice on how to go about admitting wrongs that may seem unforgivable?

D.J: Admit mistakes quickly, communicate openly, and create a positive story! An excellent example is Marks & Spencer, who in March this year apologised after a dairy supplier was found to be breaking animal welfare laws. Rather than dump the supplier M&S pledged to work with them “to help rectify issues and make them a more robust business.”

Tags:  consumer trust  food industry 

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A Day in the Life of... Lorraine Walsh, Head of Marketing at Laya Healthcare

Posted By The Marketing Institute, Wednesday 14 June 2017

Lorraine Walsh Laya Healthcare

The Marketing Institute: What does a Head of Marketing at laya healthcare do?

Lorraine Walsh: As Head of Marketing I am ultimately responsible for the laya healthcare brand.  We would also ensure that the customer is at the heart of every business decision in order to deliver on our brand promise of looking after you always.  Promoting the brand and delivering on innovations to make the customer experience better is a key component of the role.


MII: What were your key career moves to get to your current role?

L.W: I started the first part of my Marketing career in a research company in Amsterdam. I became a customer service advisor in BUPA Ireland (now laya healthcare) for 6 months and over the years, I went onto become Marketing Executive, Brand Manager, Marketing Manager and then Head of Marketing for laya healthcare. The company has had some brand transitions over the years and I’ve been lucky to have been part of that.


MII: What is the biggest challenge you face in your role?

L.W: We all want to make things easier for our customers in a timely way, but good innovations can take time – so getting an exciting innovation to your customer in a simple yet impressive way can be a challenge.


MII: What key skills do you need to be effective in your role?

L.W: I believe that you need to think strategically while being able to deliver the strategy operationally.  Strong listening skills, attention to detail and remaining objective are important.  Enthusiasm and positivity go a long way to bringing people on board with your ideas. Strong communication skills are a must of course. 


MII: Describe a typical working day.

L.W: It’s very varied. I could be brainstorming a new member benefit, organising an event, reviewing web analytics, getting a press release signed off, reviewing a sponsorship contract with our lawyers, presenting to the senior management team, signing off on a new TV storyboard and script, reviewing survey results from customers, doing an evaluation paper for something that I want to roll out in the business, meeting with my team, calls, meetings and from time to time eating cake for someone’s birthday! 


MII: What do you love most about your role?

L.W: I love the people in the business and the team.  A strong culture and a willingness to do the right thing by the customer makes my role so much easier. I take great pride when the brand (and the overall business) is performing well; it’s a real sense of accomplishment.


MII: Looking ahead, where might your career path lead to next?

L.W: I tend not to overthink it; I believe that if you do the best job you possibly can to the highest standards, you will get recognized. I’d like to learn more about coaching in the coming years.


MII: To whom do you look for professional inspiration in your role?

L.W: I don’t have one specific person, but there are many people over the years who have inspired me in different ways - I’d like to take different qualities from all of those people and pop them into a potion and drink it! But we all do the best we can and I know I’m never finished learning from other people.


You can read all the A Day in the Life features here.

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Social Media Survey 2017

Posted By Darragh Rea, Edelman, Wednesday 14 June 2017
Updated: Thursday 8 June 2017

There have been significant shifts in our world of communications over the last 10 years, many of which have been documented in our Edelman Trust Barometer and Earned Brand Studies. In case we didn’t know it before, the age of top down, one-way communications strategies is well and truly over - brands now need to work harder to earn positive relationships, behaving in a way that is meaningful, memorable, and beneficial to their audience. One of the major catalysts for this change has been the meteoric rise of social media and its profound impact on our behaviour and society in general.

To better understand how Irish marketing professionals are embracing these changes, and what social media investment and strategy decisions they’re making, we’ve been tracking their views for the past three years. The online study, in partnership with the Marketing Institute of Ireland, which has captured responses from hundreds of marketing professionals across a wide range of disciplines and varying organisation sizes, looks at several key areas:

1) The importance of social media to their business and how they have integrated it with traditional activities

2) The ability to track and measure effectiveness and return on investment

3) Platform usage and investment plans

4) The role of paid social

5) The use, credibility, and ethics of influencers

6) The rise of video and real-time marketing

7) Crisis preparedness

Here’s a snapshot of this year’s key results:

social media survey 2017

So, what have we learned over the last few years is that:

1) Social is now more integrated and receives more investment than ever before. 99 percent of respondents now see it as being important to their business up from 91 percent in 2015 with the same figure (99 percent) having integrated social into traditional activities (compared with 82 percent in 2015).

2) There has been a significant improvement in terms of setting KPIs, tracking these metrics and translating that into a read on ROI. 34 percent of this year’s respondents said they can measure ROI and a further 54 percent that they can measure the ROI on at least some areas – a significant rise from our study three  years ago when 51 percent said they couldn’t measure ROI. Similarly, 55 percent now claim to have set KPIs, versus the 45 percent who said they did in 2015.

3) Facebook is still the major player in town but platforms like LinkedIn and Twitter are also seen as having a key role. 47 percent highlight Facebook as the single most important platform for their business with a further 22 percent choosing LinkedIn and 21 percent selecting Twitter – this compares with 36 percent for Facebook, 24 percent LinkedIn and 31 percent for Twitter in 2015.

4) There is an understanding that social has become pay to play and investment decisions are being made to back this. This year, 73 percent of survey respondents stated that they will increase paid spend on social this year compared to 70 percent last year.

5) With all the hype around social media influencers it is interesting to note that there has been a drop off in the perceived influence of the influencers. Less than 35 percent Irish marketers intend to increase their work with influencers in 2017 whereas in 2016 52 percent  had indicated that they would increase the use of influencers. Whilst it’s impossible to know for definite what is driving this apparent turn away from influencers, our own experience would suggest that there is a serious misunderstanding of this world and how to use influencers effectively.

6) Unsurprisingly video continues to witness a phenomenal rise with 92 percent indicating that they will increase their use of video this year, possibly reflecting its strong performance across all social platforms and technology advances which have made it much more accessible and economical.

7) Real-time marketing on the other hand has fallen a bit from its previously dizzy heights with 55 percent of those surveyed saying that they don’t intend to invest more in real-time initiatives.

8) Rather surprisingly crisis preparedness is an area which has not improved over the last few years, with 22 percent still viewing themselves as being unprepared versus 19 percent three years ago. Despite this concern and recent high profile brand crises, 88 percent of respondents still don’t intend on undergoing crisis simulation exercises.

The survey gives us some things to consider in our ever-evolving world. It’s clear that the role of social media in our marketing and communications will continue to rise but as we publish even more content to add to the infinite amount already in existence the question remains – how do we get cut through in this sea of content?



Darragh Rea is a Director at Edelman.

Tags:  social media 

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Build your Professional Brand on LinkedIn

Posted By Keith Browning, LinkedIn, Monday 12 June 2017
Updated: Thursday 8 June 2017

At our recent breakfast briefing with Dublin Institute of Technology, Keith Browning gave a presentation on "How to Build your Professional Brand on LinkedIn". Keith gave his insider advice on how to optimise your LinkedIn profile and grow your network.


To read slideshow notes, view the presentation on Slideshare:



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