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Media Terminology Guide: Do you know your SSP from your DMP?

Posted By Pt78, Wednesday 14 November 2018
Updated: Monday 12 November 2018

 

media terminology

Effective communication usually starts with everyone speaking, or at the very least understanding, the same language.  We find this to be particularly true in successful agency-client relationships.  Our fast-evolving media landscape has resulted in a host of new acronyms and media terminology and quite simply, it can be hard to keep up. 

In an attempt to remove the brain ache of wondering what an SSP, AdX or CPM is, Pt78 has created a Media Terminology Guide which we hope will be an easy ‘go to’ for all client-side marketers and advertisers.  It may not answer all of your queries but they hope it will address most of them……..and if you come across a new acronym in your media planning that they haven’t included here, they have told us that they are open to suggestions for inclusion in version 2!

 

Click here to read the guide.

 

About Pt78:

Pt78 offers a range of services designed to maximise the return on your marketing and media investment.  We provide expert consultants who drive increased performance in Marketing Procurement, Marketing Strategy, Marketing Operations and Marketing Capabilities.  

We are passionate about marketing effectiveness and we believe in a no nonsense, jargon-free approach to the evaluation of all marketing investment.  To find out more, please contact us.

email: hello@pt78.ie

website: www.pt78.ie

twitter: @pt78global

 

The media terminology guide was first published on www.pt78.ie

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Meet the Speaker: Q&A with Fiacre O'Donnell of Encirc

Posted By The Marketing Institute, Wednesday 7 November 2018
Updated: Tuesday 6 November 2018

Fiacre O'Donnell encirc

Fiacre O'Donnell will speak at our upcoming Marketing Breakfast in partnership with MCCP, where he will talk us through Encirc's journey of transformation and growth.

Fiacre joined Encirc in 1998. Having held a number of different roles, he was appointed strategic development director earlier this year. This role, which includes marketing and communications, also focuses on innovation and sustainability. An MBA graduate from the Ulster business school, he won the Drinks Business ‘Green personality of the year’ in 2016 for the work undertaken to improve sustainability throughout the business and was also listed in the top 100 of 2016 by the Manufacturer for his work supporting sustainability and innovation. He is a board member of British glass, the representative body for the glass industry and a member of the BITC NI environmental leadership team.



What would you consider are some of your career highlights?

Winning the green personality award was quite nice recognition, but seeing a business grow from infancy right through to where it is now and all the highs and lows that you go through with that, has been amazing



What are the main challenges facing your industry at the moment?

Availability of labour, adoption of technology, continued focus on solutions to our goal of glass as the packaging of the future 



What’s one piece of advice would you give your 25-year old self?

Talk more to people both inside and outside the organisation. It is amazing what solutions you can find when you share information.

 

Looking towards the next 12 months, what do you hope to achieve?

We have recently launched an internal programme called engage. My hope is to have the various aspects of this that relate to our CSR project embedded within our business.



Your favourite recent marketing campaign and why (from any brand/ company)?

Budweiser Drone delivery ad – embracing technology along with an industry we work very closely with.



One reason we should attend The Marketing Breakfast Series in partnership with MCCP with you?

We will take you through our process for developing our new strategy and open share the pain and joy of this process.

 

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The 10 Must Be’s: How to put the Customer at the heart of your business whilst driving career success

Posted By Sandra Lawler, Founder Director, Alternatives, Wednesday 7 November 2018
Updated: Tuesday 6 November 2018

 10 must be's for marketers

 

How do you remain a relevant and valued strategic partner that helps your organisation put the customer at the centre of its business, whilst ensuring your own personal career success? Here are 10 must be’s…

 

1. Be the Trends Agent.

Be constantly curious about your Market- the global one. The massively evolving market place, with new industries completely disrupting old. Be the eyes and ears from the outside in. Know where it’s happening and be the conduit of change into your organisation. Beg, borrow and steal interesting business models from other sectors. Understand the impact of online and help imagine long term opportunities. 

2. Be the tech champion.

Get trained in IT. Be IOT curious. Don’t wait to get impacted but explore the positive impact of how this evolving digital world can help your business improve margins, distribution, communications and engagement. Be AI aware. It’s here already.

3. Be the customer consulting department.

Have a passion for the consumer, always wanting to understand more. Know every segment like you know your family and friends. Ensure your organisation understands, innovates for and engages with all generations and segments of consumers.

4. Be the interpreter and story-teller.

Own Data, yes, but not for the joy of running models and analysing stats. Rather for the joy of knowing what’s important to know, interpreting data concisely, providing insight, and communicating it all through simple stories across the organisation. 

5. Be the translator.

Of data led insight into Segmented Strategy because business success is achieved at segment level. Help develop differentiated value propositions that do just that- provide real value to each target segment. 

6. Be the CEX Orchestrator.

Step out of your silo and form a true, holistic and single view of the customer. Plan in the detail, then activate and motivate the business to deliver a seamless and superior journey that delights. 

7. Be the creator of purpose.

Create powerful and trusted brands that are beacons. That express their clear purpose and values, both those working to create it and those who choose to be its customers and consumers. 

8. Be the engager.

Challenge, discover, delight, inspire, engage. In real time, on a personal level, online and offline. Deliver through deep understanding, powerful, creative, bold ideas that engage and create results across all platforms. 

9. Be the speaker of languages.

See every function, every stakeholder as a segment. Know their needs, their perspectives as you would your customers. As you would with your customers, talk to them in their language. Maybe “brand” means “brand” to some. Maybe it means “reputation” to others. Maybe talk results, rather than the stuff you’ve created. Use language to connect people to the market and the customer, across functions. 

10. Be obsessed.

With results and return. With effectiveness. Make advanced tools your friends to target and measure. Know every “return on” there is. Use it to reinforce your stories of success.

 

About Sandra Lawler

Sandra Lawler is Founder Director of Alternatives, a flexible talent solutions business, specialising in marketing, digital, data and customer focused talent. Alternatives helps businesses and great people achieve their growth ambitions.

www.alternatives.ie

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GAA Sponsors Shine Through In Bright Summer For Irish Sport

Posted By ONSIDE, Wednesday 24 October 2018

summer of sponsorship

L-R: Rory Best, Gemma Bell (Bank of Ireland), John Trainor (ONSIDE)

In what was a busy sporting summer of FIFA soccer, hockey world cups and an historic haul of Irish athletes achieving podium success, 6 of the Top 10 stand-out sponsors of Summer 2018 revealed by sponsorship consultants ONSIDE and the MII at a major business of sponsorship conference this week were GAA sponsors. 

 

The end of summer ONSIDE survey of the Marketing Institute of Ireland’s professional marketing community has revealed that GAA sponsors AIB, has topped the list in terms of best overall sports sponsorship for the third summer in a row, while Ladies Gaelic Football sponsors Lidl took second spot. Hurling sponsors Littlewoods and Bord Gáis Energy showed best year on year improvement in how effectively they activated their GAA campaigns.

 

According to John Trainor, Founder and CEO of ONSIDE: “The big winner in terms of scoring above expectations was the Irish Women’s Hockey team sponsor Softco, who were ranked third best sport sponsor overall this summer by marketing professionals surveyed”.

 

Vodafone topped the list of brands that were top performers in the non-sports sponsorship space thanks to their Vodafone Comedy Festival sponsorship campaign, followed by Electric Ireland’s tie-up with Electric Picnic. Coca-Cola and Hyundai received strongest recognition for the effectiveness of their work on the FIFA World Cup Russia platform.

 

Trainor notes: “Interestingly, the research found that 1 in 4 Irish marketing professionals believe the effectiveness of sponsorship campaigns in Ireland progressed this summer, with 63% feeling the standard of sponsorship in the marketplace was similar to last summer.  With macro trends such as a rapidly changing sports media landscape and a sea of content competing for cut-through coupled with a Rugby World Cup on the horizon in 2019, marketing teams will be challenged to up the level of effectiveness of their campaigns to stand-out more effectively in 2019”.

 

Pointing to one route to achieve stronger gains next year, Trainor noted: “One of the stand-out success stories of 2018 shared at the ONSIDE / MII event by Bank of Ireland’s Sponsorship Manager Gemma Bell and Kevin Quinn from Leinster Rugby highlighted a proven path to breaking through any sponsorship fatigue by putting purpose at the heart of their remarkable double trophy win in May.”

 

Marketing professionals voted The O’Donovan brothers as the No 1 most marketable Irish sports stars for 2019 following their medal success on the water this summer, followed closely by the Irish Women’s Hockey Team, Thomas Barr and Rugby World Cup 2019 hopeful Johnny Sexton.  Looking beyond traditional media, Pippa O’Connor, The 2 Johnnies, Vogue Williams and James Kavanagh were seen as the most marketable digital influencers by the marketing budget holders of 2019.

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Evolving digital media behaviour across Ireland

Posted By Kantar Media, Wednesday 24 October 2018
Updated: Tuesday 23 October 2018

digital media behaviour across Ireland

When it comes to today’s consumer digitally accessing information about key topics of interest, long gone are the days of standard websites being the default and largely only option. Whilst of course websites remain very popular, adults in Ireland today are turning in large numbers to a plethora of other sources in order to get information about what they are most interested in.

From news, to sports, to travel, to jobs, internet users are exploiting everything from blogs, to podcasts, to RSS feeds and online video. The challenge for today’s marketer is to understand amidst such digital fragmentation, which mix of digital sources is most popular with their own target consumers.

If we take a look at that most perennially addictive of topics - the news - latest findings from Kantar Media’s TGI consumer data in the Republic of Ireland reveal that when it comes to sourcing information on news/editorial content, 38% of internet-using adults claim to turn to websites, 11% use mobile apps and 8% exploit email or text alerts, with the same proportion looking at Twitter feeds. Clearly websites are still the most popular option for news by some distance, but as adoption of new tech continues to evolve, the landscape may change considerably in the years to come.

Indeed, whilst websites remain the preferred means of accessing information about a range of topics, beyond websites there are some significant fluctuations in adoption of digital sources, depending on what it is people are seeking information about.

For example, when it comes to arts and entertainment, after websites, the most popular news source is online video and audio streams, leveraged by 8% of internet using adults. Conversely, when it comes to home and garden as an area of interest, video and audio streams finds itself fifth on the list of digital sources, behind the likes of mobile apps, blogs and email/text alerts.

If your suspicion is that age plays its part in which digital sources are most popular, you would be correct. If we go back to news, the TGI consumer data reveals that 35-44 year olds are 20% more likely than the average internet user to access websites for their news. On the other hand, 15-24 year olds are 41% more likely to access online video/audio streams and 21% more likely to leverage podcasts for their news. Indeed, an examination of how younger adults access areas of interest digitally may represent a key pointer to the future evolution of use of digital information sources.


About Kantar Media

Kantar Media provides the most comprehensive and accurate intelligence on media consumption, performance and value. We delivery best in class data and services to help our clients drive communications strategies efficiently and effectively. Through consumer intelligence data, media monitoring, evaluation and insight, we can assist you in all aspects of your communications planning and evaluation.

www.kantarmedia.com/ie

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