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+ + 01001111+ 00110010 01010101 00110000 01010100 00110001 00110110 00001010 CONTENTS AN INTRODUCTION ...... 2 VIDEO...... 12

THE CONSUMER ...... 4 NEWS MEDIA ...... 14

DATA...... 6 RADIO ...... 16

ONLINE ...... 8 OUT OF HOME ...... 18

DISPLAY...... 9 SPONSORSHIP ...... 20

SEARCH...... 10 DIRECT MARKETING ...... 22

SOCIAL...... 11 CONTENT...... 24

+

+ AN INTRODUCTION

AD SPEND SURGES Seven years later, according to Forbes Insights, US companies This challenge is made easier now due to the availability of FORWARD with highly data-driven cultures achieve far higher levels of extensive data, faster computers and progressive science. We market growth than their laggard counterparts. Two-thirds of can use data and statistical algorithms to predict future outcomes 2014 saw the first increase in advertising investment levels in the leading companies are acquiring new customers as a result based on historical data. seven years, with a lift of 4.5%. Growth accelerated in 2015, of their initiatives, compared with only 19% of laggards. Also, with an estimated increase of 7.8%, beating our original forecast a report by Forrester Consulting found that B2B marketers who So, how is predictive data science helping marketers at the of 6.3%. This strong performance is reflective of the step-change engaged in predictive analytics were 2.9 times more likely to moment? Here are some interesting examples; credit card in business and consumer confidence, which finished 2015 on report above average revenue growth. companies are using predictive analytics to identify customers nine and ten-year highs respectively. Given the robustness of who are likely to cancel their cards. Logistics companies use our economic recovery, we expect even stronger growth in At Core Media, the most important investment we will be making telematics and algorithms to predict maintenance requirements, 2016 of 9.9%, bringing the total for the year to @915 million. in our business, again this year, will be in data science. We will reduce mileage and reduce fuel. Insurance companies, analyse However, despite this strong turnaround, there is still some way be doubling our allocation in 2016 to @600,000, as we begin data from claims databases to identify potential fraud, and some to go before we reach pre-recession levels of investment, which to develop expansive data management platforms. We have a car manufacturers have sensors fitted to vehicles that constantly peaked at just under @1.2 billion in 2007. highly qualified team of three data scientists, with fascinating send back data for analysis to improve R&D and advise customers backgrounds and experience from beyond the marketing industry. if their car needs a service. The key challenge arising from this strong increase in spend We are deliberately fusing the worlds of marketing, mathematics is managing inflationary pressure, particularly on TV, where a and science to expand our horizons and enrich our decision These are interesting titbits, but the marketing industry is not at combination of strong demand and falling commercial audiences making. the forefront of data science, so we are really just at the outskirts can drive up costs per thousand. of what is possible. The future is full of exciting possibilities, but Despite most marketing success leaving a lot to chance, the they will only be realisable with a commitment to invest in this industry has never invested deeply in data science, beyond fascinating area. Becoming a data-driven organisation requires BIG INVESTMENT NEEDED return-on-investment modelling. In the past, marketing analytics resources and planning. IN DATA has tended to provide answers to basic linear questions. Dr. Ravi Dhar, of the Yale School of Management puts it well: “It’s If you want to embark on this journey, here is our five-point The possibilities of so-called big data began to excite practitioners always been about who bought it, when they bought it, where action plan seven years ago, when a team of researchers at Google used they bought it and what they bought.” The challenge now is to searches for influenza to track the spread of the disease across answer the fifth ‘w’ question – why (source: Forbes Insights). the US. Initially, they were able to provide accurate estimates of flu prevalence two weeks earlier than the Center for Disease Control (CDC), because they found a correlation between what 914.6 ROI NI people searched for online and whether they had flu symptoms. 832.0 TOTAL MEDIA 771.9 SPEND (@M) Source: Core Media Estimates Excludes Sponsorship & Direct Marketing 176.8 181.7 190.6

2 2014 2015 2016 (F) YOUR FIVE-POINT DATA ACTION PLAN

+1 +2 GET A CLEAR UNDERSTANDING OF THE AREA DEVELOP AN INTEGRATED PLAN

Your leadership team must get fully up-to-speed with the possibilities of data science. Core Knowledge is Data-driven marketing doesn’t happen in isolation, or solely within one section of your business. It is a running specific courses this year that will provide you with a grounding in the opportunities and pitfalls of company-wide effort that requires true teamwork throughout the organisation. If it is siloed, it will fail to data-driven marketing. reach anything close to its potential. This can’t be a passion of one or two managers; the entire management team must be aligned.

+3 +4 WORK HAND-IN-GLOVE WITH IT SET MEASURABLE GOALS Evaluate whether your current IT infrastructure is consistent with the long-term needs of a data-driven Every aspect to your investment in data science should have some measurable output. In addition, consider organisation. Having ample resources and agile data platforms/processes that allow for data to be setting common goals for everyone on the team in order to galvanise them to the cause! seamlessly integrated will be crucial. Ensure the requisite skill-sets are available within your IT team.

+5 RECRUIT CAREFULLY

People need to relate to the culture of an organisation; this is crucial, because, as Peter Druker once said,

“Culture eats strategy for breakfast”. It may seem obvious, but data scientists should also have a genuine + interest in the business of the company and not just the process; this can sometimes be overlooked and really needs to be probed. Also, hiring data scientists in isolation is not the answer; the team will need to feel supported and part of a company that really buys into a data-driven vision. +

Finally, there is one other thing to bear in mind; an investment in data science will open up opportunities, but it will not be without its challenges and failures. This comes with the territory. As an example of this, we will return to the Google Flu Tracker (GFT), which was mentioned at the start of this piece. Google’s breakthrough seemed like a great moment for big data, but five years later, in 2013, the process failed in 01101001 01101110 01110100 spectacular fashion, when the GFT predicted twice the number of doctors’ visits that were actually recorded 01110010 01101111 01100100 that season. Understandably, sceptics have used the flaws in Google’s algorithm as an example of big data 01110101 01100011 01110100 hubris, but, as a report from Harvard University concluded, the problems were mainly methodological and 01101001 01101111 01101110 “A methodological problem has a methodological solution,” they wrote. We agree; breaking new ground will always present obstacles, but they should never be seen as barriers to progress.

So, that’s our view of the world; I hope you enjoy the full report that we have prepared, which provides an overview of the key developments we expect to see this year across each sector of our industry.

If you would like to discuss any of the issues, please feel free to call me on +353 1 649 9594. +

In the meantime, best wishes for 2016.

Paul Moran 3 THE CONSUMER

This year we look back to commemorate the Easter Rising, All this political instability is in stark contrast to a new-found In 2015, brands backed off from the year’s defining opportunity that most Irish of events; a moral victory emerging from a economic security. Maybe both can’t exist peacefully anymore. It – the marriage referendum. It proved that consumers are ahead glorious defeat. Yet this look backwards feels different; a final seems that confident consumers challenge the status quo more of brands in terms of setting the agenda. We are becoming a settling glance to the past, as we walk forward into a bright than depressed ones; and confident we are – more than we have nation of brave people, but follower brands. Let’s not miss 2016’s new future. been since 2006. Every month of 2015 saw retail sales grow opportunities; brands must be a little bolder and willing to take year-on-year, leaving both GDP and GNP among the strongest in risks to make strong connections with consumers. 2016 is a new Ireland. Europe. The enormous significance of 1916 was not appreciated by 1916’s proclamation called for an equal Ireland. 2015’s referendum Offset against that is increasing regional competition. Stormont contemporaries; moments of great change rarely are without the achieved that. In a wonderful historical irony, what started on the has navigated troubled waters in 2015, and 2016 will see a more perspective of passing time. Over a century on, for Irish people, steps of the GPO a century earlier was finally realised in Dublin competitive Northern Irish economy emerge, putting pressure it feels like these years may well be remembered similarly. Castle of all places. Yet, striving for equality also politicised a on the Republic for jobs and growth. However, a strong Sterling Can it be so for Irish brands too? new generation, just as 1916 had done. Moving into an election offers new opportunities for southern brands, through cross year, what impact will this have on the old order? border trade opportunities.

Geologically, Europe and America move two centimetres Yet again, 2016’s topic of the year is likely to be ad blocking, but apart every year. Culturally, the US presidential election this is simply a measurable evolution of an age-old reality – ad may accelerate this continental drift, as more Trumped-up avoidance. In essence, it is a wake-up call for the industry. We right-wing politics dominate the agenda; while closer to must create experiences, campaigns and products that genuinely home, Brexit casts a long shadow. 2016 might not be the enhance the consumer’s life, not take from it. year of the UK referendum, but its spectre looms large, due to the potential impact it would have on our economy.

4 +1 +2 +3 TRADE WITH CHAMPION GENDER GROWTH IN CONSUMERS IN NEW EQUALITY SPONTANEITY WILL CURRENCIES DRIVE SALES

How we buy is changing; last year in the UK, electronic transactions Last year’s Time Magazine Person of the Year was none other than German 2016 will be a year when consumers begin to live a little more in the overtook cash transactions for the first time. Small purchases are still Chancellor, Angela Merkel. Not a major shock, until you realise that in the moment. Last year we predicted that long-postponed big ticket items cash heavy, but with the rise of contactless terminals, and services like last 30 years, she’s only the second woman to achieve this accolade. We would finally be purchased. In 2016, we predict that consumers will Apple Pay, we can expect to see this change quickly. In the online world, believe that, having faced up to sexual equality last year, 2016 will see begin to live more in the now, where everyday indulgent treats will be we obsess about creating frictionless customer journeys. Contactless gender equality on the marketing agenda. As traditional roles in the family enjoyed again. With employment up, disposable income up and consumer transactions are the real world equivalent. They lead to an uplift in and the workplace change, Irish people are facing a new blurred gender sentiment back to the highs of 2006, this will be the year when consumer spend; anywhere from 10% to 30%, depending on the research. Making reality. Globally, media companies are already reflecting a new reality spontaneity returns. Upgrading will begin to creep in as confidence begins purchasing easy will be key in 2016, but we shouldn’t limit our thinking to with magazines and platforms like The Front, Amuse and Broadly, that to return to the everyday. just contactless terminals. Instead, we should explore variations on the reflect an empowered, dynamic modern woman, less gender stereotyped, theme. How can a brand make it as easy as possible to add something while brands like Unilever’s Axe are dropping their ‘bro’ advertising in Expect upgrading to affect the smaller-ticket purchases like lunches, from the offline world to the online basket? Can we harness voice, beacon favour of a more modern approach to masculinity. phones, technology, clothes and weekends away, which might move technology, or devices like the Amazon Dash Button (a physical button in- from Galway to Rome as the travel sector continues to grow. Nights out home that facilitates the re-ordering of your favourite products) to make Globally, Sarah Silverman and Jennifer Lawrence are raising awareness might be upgraded from a friend’s house to the pub, or a more elevated the offline journey easier? for the Equal Payback Project, while Caitlyn Jenner has been raising experience like a restaurant or club. This trend presents opportunities for awareness for the transgender community. Companies like Target and brands to capitalise on consumers living and buying more in the moment But, it’s not just how we buy that’s changing, it’s also what we transact Disney are removing gender-based signs in their children’s range of toys and to capture the upgrading commercial opportunity. For example, how, with. We are becoming increasingly aware of other things of value, which and clothes, to reflect an increasing consumer demand for a world that from a product perspective, can you provide opportunities for consumers we have to trade – our time, our opinions and our data. Savvy brands in is less defined by gender. However, it works both ways; studies suggest to spontaneously upgrade their experience or their purchase? Now is 2016 should look to transact with more than just money. They should seek that four out of ten men are the primary grocery shoppers in the home, the time to review your micro-moment marketing strategy. Think about to create campaigns that reward a customer’s time investment, their data but despite this, many retailers continue to ignore men as an audience how data, analytics, programmatic media buying and mobility can help to swap, or simply their feedback. Underappreciated customers will thank to understand and target. Dadvertising is now a growing trend globally, deliver against this trend? you for it. with an increasing number of brands recognising the opportunity that this presents. 2016 is a year where Irish brands should challenge their traditional views and push the limits of what is defined as ‘normal’.

+ THIS WILL BE THE YEAR + WHEN CONSUMER SPONTANEITY RETURNS

01100011 01101111 01101110 01110011 01110101 01101101 5 01100101 01110010 DATA

Data is not new, neither is the act of using it to make better How data is best put into action will vary by company. A company’s Marketers also have a prime opportunity to utilise data, statistics decisions, or gain insight. However, it has tended to be done in an data is like a personality. It is the accumulation of every event and economic theory to calculate and prove return on investment ad-hoc way, or, at best, by a siloed team with limited integration that has ever been recorded within that organisation; every (ROI). ROI Modelling can demonstrate how each component of across the rest of the business. To date, two serious barriers transaction, every website visit, every customer interaction. The a marketing budget impacts sales and illuminates the complex have hampered the success of these teams. Firstly, ownership; data assets of every company are totally unique, and so too are cross-channel interplays therein. The outputs of such models where does data fit in the organisation? Who has ultimate the opportunities to take advantage of them. allow for sophisticated budget optimisation techniques. We see responsibility for it? The CIO, COO, CFO? Secondly, there is the a shift in 2016 whereby ROI modelling becomes a continuous barrier of adoption; the number one reason data projects fail is The battle won’t be won and lost on big data, but rather on big bedrock of marketing campaigns, rather than being standalone their lack of senior executive sponsorship, and the resulting lack ideas. For example, creating innovative ways to monetise data; one-off exercises. Neither consumers, nor their reaction to of adoption by the business. can your data provide value to other organisations? Look to marketing activity stand still; the insight and direction provided ‘LiveAnalytics’, a division of Ticketmaster that is leveraging its by an econometric model shouldn’t either In recent times, the Chief Data Officer (CDO) was born, heralding proprietary data to create products and services for artists and the arrival of a new data era. The CDO removes the aforementioned venues to provide insight into how, where and to whom they can barriers and symbolises the fact that data has earned a seat at sell tickets. the table. Data is now on everybody’s agenda. For marketers, it will be about leveraging data to know and to do. There is no guidebook for the CDO, who is operating in relatively Never before has there been such an opportunity to understand uncharted ground. He/she must design the technology, the customers, from the direct data we collect to the latent architecture and the data governance processes. He/she must information we can infer from their behaviours. Personalisation also build the team, but most importantly the CDO must put data and relevance of offerings and communications through the use into action for the business. of data will be a growing theme.

6 01100100 01100001 01110100 +1 +2 +3 01100001 DATA PLATFORMS WAR FOR DATA TURNING NEED TO TALENT INSIGHT INTO + PROVIDE EMERGING ACTION FREE-RUNNING DATA

Think of the number of transactions and events that Perhaps the biggest barrier organisations face in For too long, data has sat away from the business, much get recorded every day in your business: the data that becoming truly data-led is the availability of skills like the smartest kid in the class: shy, a bit awkward and is continually captured about your customers, your and talent. McKinsey project that, by 2018, there disconnected from day-to-day activities. Occasionally, suppliers and your communications. Imagine fusing will be a 50% to 60% gap between supply and the people would seek their help with hard problems like this with publicly available data (weather, house requisite demand of deep analytical talent in the US; maths homework, but never to discuss anything really sales, consumer sentiment, transportation, etc.) and and that trend is being mirrored in Ireland. 2015 saw important like the football match. Turning insight into + other third party datasets (social media, geospatial the creation of Ireland’s first undergraduate degree in action requires collaboration; cross-organisational sensor data, competitor activity, etc.). Imagine the Business Analytics at UCD, which will hopefully pave skills and knowledge coming together to identify the power of being able to point any one of your current the way for further such courses to help meet this skills best opportunities for data to support the business. The business challenges at this data to help you understand gap. Demand for the course far surpassed projections, next stage is to prioritise these opportunities based on causal relationships, gain insight and equip you with a which saw entry level points at a near perfect 590-625 the business benefit to be realised - whether that be compass to guide your actions. In most cases, the data points range. revenue growth or operational efficiency, and create a exists to support every decision your business makes. data road map. + However, it is just not readily available. It is spread Beyond the deep data and analytical skill-set, there is across numerous systems or stored at different levels also a dearth of softer data skills; for example, senior When data is directed at a focused goal it works to its of granularity, making it very difficult to connect. A managers who both understand data and have the vision highest potential. Think of Hailo; by simply using GPS serious challenge for all data-led organisations will be and commitment to realise and own the data strategy. co-ordinates and a proximity algorithm, it revolutionised building agile data platforms and processes that allow Also, leaders who drive value creation from data and a whole industry. This is an example of data at work, at for data to be seamlessly integrated, while maintaining ensure that it underpins and supports the operations of its best: focused and adopted by the consumer. quality and accuracy. Data platforms need to become the company. Data is truly put to work when it is applied We see Data Management Platforms (DMPs) presenting living/breathing networks of live and easily accessible to real business problems and real opportunities. This significant opportunities for marketers to put data to information. requires data creativity and innovation by people who fully understand the operations of the company. It is work this year. The confluence of internal customer data The traditional approach to data has been akin to taking the people who understand the business’s strategic and third party information, coupled with the intelligence water from a well in order to do a particular task like vision and the day-to-day running of it who can identify to programmatically value and buy the most relevant boil a kettle, extracting static data from one system, the greatest opportunities to put data to work. Data media in real-time, means that media investment can cleansing and transforming it in some way, before is a compass that will provide many, but not all of the work to maximum efficiency and efficacy. In 2015, we loading it to another system. The next generation of data answers; great success will always come from great saw the first trial of programmatic outdoor; Google platforms needs to provide free-running data, which will businesses led by great people. activated ads in London’s Waterloo Station using its do for data-led organisations what the aqueducts did DoubleClick ad serving platform; we don’t have to look for Rome. too far ahead to see programmatic capabilities being extended to all traditional formats. THE NO. 1 REASON DATA PROJECTS FAIL IS THE LACK OF SENIOR EXECUTIVE 7 SPONSORSHIP WITHIN A COMPANY ONLINE In 2015, online became the largest media category in the 16% of all advertising money spent on media in Ireland is spent A lack of integrated planning across media and creative Republic of Ireland with investment levels reaching @248 on Google. However, to put this in context, Google’s global agencies results in many commercials, which are too long million, representing 30% share of the total market. However, advertising revenue in 2015 was in the region of $65 billion. for this environment, being seen too often. Watching one Northern Ireland numbers still lag, where we estimate that 30-second commercial online is bad enough, but being online spend reached £18 (@23.6) million, or 13% of the media Elsewhere, we are seeing brands like Buzzfeed creating success forced to watch it two or three times could turn consumers market in that region. with a more integrated/native advertising proposition, while away from the brand and the medium. Also, broadcasters more established media operations such as MailOnline and are putting too many commercials in pre-roll and Over the next five years, we forecast that online media The Guardian are struggling to land on the correct commercial mid-roll breaks. Standards and discipline are urgently required. investment will more than double to reach @500 million in the models. A big talking point in the industry is whether Twitter Republic, representing 40% of media spend. In the North, the will be acquired in 2016. It has had a challenging couple of As for the future, there are so many new dynamics within the market will grow to £37 (@48.5) million, or 23% share. Lines years; despite revenues of $2 billion, it is still loss-making, world of digital media and technology. The World Economic are blurring between what is classified as online media spend, its user numbers are plateauing and there are question marks Forum recently published a report that argues that we are on as the market develops, but for classification purposes we over its strategy, all of which has resulted in a below-par share the cusp of a ‘fourth industrial revolution.’ The report states that include all media spend delivered via the Internet, across all price performance, leaving it vulnerable to a takeover. developments in previously disjointed fields such as artificial devices in our definition. intelligence, machine learning, robotics, nanotechnology, 3D Locally, the ongoing success of companies such as Maximum printing and biotechnology are all building on and amplifying Search continues to dominate, representing 50% of all online Media (JOE.ie, Her.ie, SportsJOE.ie and HerFamily.ie) and one another. Smart systems in homes, factories, farms, grids media spend, but display (at 38% of spend) has been growing Digital Media Ventures (daft.ie, DoneDeal.ie and Boards.ie) or entire cities will help tackle problems ranging from supply its share in recent years, due to greater reach and creativity, continues to inspire; it is great to see Irish media companies chain management to climate change. The report goes on married with improved data-led targeting and technology like these driving the changing landscape and winning, by to say that concurrent to this technological revolution are a solutions. In the US, it is predicted that more ad dollars will earning real and sustainable revenue growth. Our next point set of broader socio-economic, geopolitical and demographic be spent on display than search in 2016 for the first time. In is also addressed in the ‘video’ section of this report, but it developments, each interacting in multiple directions and Ireland, we expect display to win one percentage point of is worth repeating here; there is a problem with the online intensifying each other, which will result in further economic share from search each year for at least the next five years. video sector. A lack of rigour in agencies, combined with and technological change. poor control around commercial break lengths and frequency The big players are getting bigger; Google and Facebook capping by media owners is damaging the medium. Consumers One thing’s for sure, the next ten years will be transformational continue to enjoy large revenue growth, and both have had are frustrated at having to sit through a number of 30-second for our industry. The only way to understand how to navigate considerable success in cracking the mobile challenge. In 2016, commercials in this intimate environment; this frustration will it is to invest in knowledge and understanding ahead of its Google, across all its platforms, will earn more advertising only reduce viewership and negatively impact brands that do potential to drive revenue for your business. Sitting back and revenue from this island than any other media owner, with not follow the rules of engagement on this platform. waiting is not a winning strategy income of circa @175 million from The Republic of Ireland and

Northern Ireland combined. ROI NI 304.4 ONLINE 247.5 206.9 SPEND (@M) Source: Core Media Estimates VOD is included in these numbers 21.3 23.6 27.6

8 2014 2015 2016 (F) +

01101111 01101110 DISPLAY 01101100 01101001 01101110 01100101 + +

+1 +2 +3 AD BLOCKING – SHOULD INTERSTITIAL PROGRAMMATIC EVERYONE’S FAULT MOBILE ADS EXPLAINED BUT NOBODY’S BE BANNED? RESPONSIBILITY

The issue of ad blocking is of great concern to all industry stakeholders. Generally speaking, the industry is still approaching online marketing Programmatic media buying is the use of technology to automate and It is estimated that one in five online consumers are choosing to switch from a ‘desktop-first’ perspective. This is inexplicable, because mobile optimise the ad buying process in real-time. Programmatic ad spend now display ads off in the island of Ireland. The reason for this trend is simple; internet usage is now over 50% of all internet usage, and will continue represents 20% of the display media market and all forecasts predict we are all driving consumers away by putting ads in their faces with little to grow. In five years, desktop usage could shrink to less than 25%. But, continued growth. In more developed markets such as the US and UK, empathy or desire to create a mutually beneficial media environment. We mobile presents a real conundrum; squeezing messaging into the small programmatic now accounts for over 50% of all display advertising. We jump into new formats, new tech solutions and new data applications, screen is certainly not easy and often too intrusive. forecast that the Irish market will reach this 50% level by 2020. This such as re-targeting, with little or no regard for the consumer. Some automation uses a range of technology platforms, allowing media owners websites today resemble a Las Vegas strip rather than a respectful media Very few media owners are making a profit from display advertising to make inventory available on ad exchanges from where agencies environment. A major concern is that many media owners are potentially solutions on mobile platforms. As a result, the temptation to sell any type buy. The inventory is bought to pre-set criteria including content genre, eroding their long-term value to consumers and advertisers in the quest of opportunity is too great and poor decisions are made, and old lessons behaviour, keywords and demographics. Through this technology, we to hit quarterly numbers. Some publishers are fighting back; German are ignored. For example, ten years ago it was deemed inappropriate and can follow audiences rather than specific websites, which results in media giant Axel Springer is forcing visitors to turn off ad blockers or pay disrespectful to serve interstitial ads (that fill the screen) to consumers on lower costs and higher efficiency. The costs rise and fall based on supply a monthly fee. The Washington Post is testing a system that locks out desktop websites. So, why is it now okay to do that on mobile? They are and demand. visitors who block ads and, locally, RTE is doing likewise by preventing too interruptive and very annoying to users; they will only fuel ad blocking ad-blocking users access to the RTE Player unless they disable the and potentially damage brands in the process. The lesson we learnt back Once campaigns are activated, sophisticated data algorithms utilise technology. This makes sense, but it must be done in tandem with the then was listen to the consumer, pair back on the intrusion and re-start campaign results, in near real-time, to continually tweak and optimise the creation of a less intrusive advertising environment. the journey of building out advertising opportunities from the audience’s inventory being bought to ensure the campaign is delivering against its perspective. Since then, the desktop display environment has improved, set goals. A watch out as programmatic develops is that we must ensure We must, as one industry, create best practice guidelines to ensure the leading to commercial benefits. Ads on desktop do sometimes fill the that the right controls are in place, regarding inventory validation, brand consumer feels they are not being imposed upon by aggressive use of screen, but it is generally user-initiated and interactive. Our message to safety, frequency and responsible use of data. Too often, it is the lack of formats and data. This will be one of the first items on the agenda of the marketers, agencies and publishers is to severely reduce the use of this these controls that causes excessive re-targeting of consumers with too newly formed joint industry committee for online media. format, put in place effective controls around frequency, make countdown many messages. It is incumbent on all those involved in the industry to clocks mandatory (three seconds max) and make the ‘close buttons’ larger. introduce such controls.

SOME WEBSITES TODAY RESEMBLE A LAS VEGAS STRIP RATHER THAN A RESPECTFUL MEDIA ENVIRONMENT 9 +1 +2 +3 SEARCH SPECIFIC SEMANTIC SOCIAL SEARCH SEARCH GOES SEARCH STRATEGY BEYOND THE BECOMING REQUIRED FOR KEYWORD MORE MOBILE IMPORTANT

According to Google, smartphone penetration in How Google presents us with organic results has Search has long been Google’s kingdom, but a shift Ireland is now 75% among adults and 97% for been changing over the last couple of years due to is emerging in the balance of power between search those aged 16-24. Google’s research also noted that updates to its algorithm changing how sites rank. The and social. Historically, consumers asked Google all 8% of respondents purchase goods on a mobile search landscape is shifting towards a more natural their questions or search enquiries and brands played device and this increases to 16% for under 25s. and spontaneous language. Semantic Search is the by Google’s rules to appear in front of in-market Although purchasing is far greater on desktop, mobile latest technique that takes account of time-of-day customers, but change is coming. More recently social E-commerce will increase rapidly as websites become and phraseology instead of just prescriptive keywords. platforms such as Facebook, Twitter and Instagram are mobile-enabled. A quarter of those surveyed declared Although they will remain important, keywords are being used by consumers as an alternative to search that they use their mobile device to research online, not what they used to be. Performing a search now engines. The reason is simple, social media by its very with the majority researching only three brands before means that context, synonyms, intent, location, search nature is more up-to-date, living in real- time, meaning buying. With mobile search, this is a critical issue, history and trending searches are all considered users are finding more relevant information that suits as there are only three spaces for paid search ads, before a result is provided. In simple terms, the search their needs faster, and Google knows it. Its algorithms compared with up to eleven on desktop. Deeper and results address the meaning of the query, rather than cannot keep up-to-date with real-time news events in deeper analysis of search data to a more granular level specifically relating to the keywords, thereby filtering a way that Twitter can, which has resulted in Google than ever before becomes paramount. out less relevant, less desirable results. displaying Twitter content in its pages. And it’s not just + Twitter; Facebook & Instagram are also seeing search 01110011 01100101 Segmenting your pay-per-click data to gain a complete Google has advised webmasters for years to optimise queries grow, from finding new restaurants in the city 01100001 01110010 understanding of the consumer journey is more critical for humans and not for search engines. This statement they live in, to finding short-form recipe videos. 01100011 01101000 than ever. Knowing which keywords drive traffic on holds true now, more than ever, with this move mobile, but have high conversion rates on desktop, towards semantic search. Content that is relevant and So, what does this mean for brands? Well, simply and incorporating this information into your bidding useful to a site visitor has a better chance of being put, it means that your social spaces and the content strategy is important. A mobile site that is optimised shared; and shareable content is a factor that Google placed on them, are now as important as your website for a user’s needs and behaviour is essential. If you identifies when ranking sites. The emphasis placed on for intercepting potential customers online. Social are a bricks and mortar retailer, the user is probably this is increasing with each passing year. If a brand’s now has a real place in the overall marketing strategy looking for store information, such as opening hours, content is consistently shareable, that brand will rank of direct response brands that traditionally only relied so welcome them to your mobile site with customised higher than its competitors for relevant search queries. on search to intercept consumers. All brands must landing pages. If you sell pizza online, the user needs Ensuring your web developers are aware of this shift now build out their overall digital presence to increase a quick and easy checkout process, so utilising to semantics will be key for many brands. their visibility, by ensuring that they have a search and AdWords’ mobile functionality, especially click to call social strategy that sits together - not separately. + and location are fundamental.

THERE ARE ONLY THREE SPACES FOR PAID SEARCH ADS ON MOBILE, COMPARED WITH UP TO ELEVEN ON DESKTOP 1012 SOCIAL +3 LIVE STREAMING IS GROWING, BUT TREAD +1 +2 CAREFULLY FOCUS & RIGOUR WILL SOCIAL MEDIA DRIVE SOCIAL ROI LANDSCAPE IS Whether it’s watching Roger Federer warm up live for the US Open or Nike’s live release of their latest trainers, the buzz platform SHIFTING & GROWING for 2015 was, of course, the live streaming apps, Periscope and Meerkat. This trend will be one of the themes for digital in 2016, A Facebook strategy, a Twitter strategy, an Instagram strategy Brands are becoming savvier in social media. Many marketers are but be aware that they have low levels of penetration, currently. - these are phrases to eliminate from your vocabulary. The comfortable within Facebook, Twitter, YouTube and LinkedIn, but the However, their impact on consumer behaviour will be interesting challenge in 2016 is for brands to identify a more connected social landscape is constantly growing and changing, offering new platforms, to follow. Although technically not live streaming, SnapChat has media strategy that brings together the attributes of many social new opportunities and new challenges. The launch of Instagram for definitely been the trailblazer in this space and is crafting the consumer channels to meet your marketing objectives. Social offers incredible Business is the latest development, providing access to a global audience behaviour that makes live streaming attractive. According to Ipsos MRBI depth of targeting. It’s important to move away from thinking about of over 400 million users. This is indicative of how the social media market research, 25% of Irish people use SnapChat and of those that do, 65% rigid demographics and understand your consumer’s behaviour. In social, is shifting, and with that change comes an ongoing requirement for use it daily; this is higher than WhatsApp (57%) and Facebook we can target by life-stage, by activity, by interest and by location. For practitioners to up-skill and adapt. The next imperative is not to dilute our Messenger (52%). We are seeing a growing awareness of privacy example, targeting DIYers, fashionistas or foodies in Dublin is going to activities in existing channels; we must broaden investment into the new among users on traditional social platforms, but ironically within yield better results than shooting for ABC1s aged 18-35. Blending these platforms as the landscape grows. Existing players continue to flourish, smaller platforms (Periscope, SnapChat and Instagram) we are seeing capabilities allows us to move beyond demographics to a more granular while new players see rapid growth; for example, 63% of Irish adults have unprecedented growth in people sharing every aspect of their lives. level of targeting for greater engagement and effectiveness. a Facebook account while Instagram, in a short period of time, is already at 22% penetration. Consumer expectations are growing. We live in a ‘now’ economy; brands Finally, take steps to understand how social performance is connected must respect this when entering live forums. If you are not prepared, be to business results. Likes, comments, etc. are cosmetic metrics, not Another challenge is the growth of messaging networks, also known prepared to feel their wrath. meaningful measurement. Social return on investment is rarely measured as Dark Social. The rapid growth of Facebook Messenger, WhatsApp Poor advertising creative on directly in sales; more often its influence is considered in terms of brand and SnapChat reflects consumer desire for closed networks and private SnapChat is already being personality, salience, purchase consideration, etc. However, marketers conversations, where brands aren’t invited. While analytics capabilities punished with negative need to understand the revenue contribution it’s making. Last year, the are still being developed, it is important that brands begin to understand sentiment. Understand what University of Hong Kong carried out a study into the impact of social media how these Dark Social channels factor into consumer behaviour. So, there live streaming means to your on the movie industry. It found that an official Facebook page contributed is much to be done again this year to stay on top of this ever-changing, brand before committing to it. US$ 6 million in incremental opening weekend box office revenue and fascinating medium. Don’t rush the process; being more than US$11 million in overall revenue. This is powerful information, first is not as good as being but it takes continuous investment in analytics to isolate and truly the best, but a process of understand the contribution being made by this complex medium. experimentation is the foundation of future best-in-class brand behaviour. UNDERSTAND WHAT

+ LIVE STREAMING 01100100 01101001 01110011 01110000 MEANS FOR YOUR 01101100 01100001 BRAND BEFORE 01111001

COMMITTING TO IT

11 + VIDEO TV VOD CINEMA

In 2015, OFCOM (UK communications regulator) released an Key events like the 1916 commemoration, UEFA European All of this brings into sharp focus the need for combined TV and interesting statistic: 58% of all mobile data traffic in the UK was Championship (with both NI and ROI taking part) and the Olympics, online video research. Both forms of video consumption are video. Although a figure for Ireland isn’t available, the traffic is are all best-viewed on your new 90-inch 4K curved Super-HD separately researched. We urgently need a research solution that likely to be similar to the UK. Looking further ahead, Cisco has screen. Online video is now watched at least once a week by jointly measures these platforms, but it is fraught with technical stated that by 2019, 80% of all internet traffic will be video. 55% of all adults in Ireland, on a variety of devices, and if you difficulties. TAM Ireland, the company that is responsible for So, we cannot underestimate the importance of this channel in have entered the debate about Stephen Avery’s innocence (or TV audience measurement, has established a ‘future group’ to 2016 and beyond. As we shall see below, 2015 brought some not), you will be aware that Netflix continues to grow subscribers design a clear way forward, but we will probably have to wait good news for cinema, television and online video in Ireland, but and talkability. Recent findings from our research company Ignite until 2019 before it becomes fully operational, which is frustrating despite this, the issue of measurement remains problematic. show that children are now watching more online video than for all concerned. As part of this process, TAM should reach out television, proving the point that online content is easier to to other stakeholders in video, such as Google, to plan a unified In 2015, cinema experienced its first year of growth since 2007, access than ever before. measurement system for the future. with blockbusters like Star Wars and Spectre leading the way. Admissions rose 5.6% to 15.2 million across the island of Ireland. According to Google, YouTube now commands 35 minutes of our Following a strong 2015, in terms of advertising investment levels With operators investing in the user experience and content media consumption per day, making it the second most viewed across video, we expect further growth in 2016, in the Republic improving, audiences are returning. channel, for all adults, in the Republic of Ireland behind RTE1. of Ireland, with increases of 7% in TV, 4% in Cinema and 40%+ in online video. The Northern Ireland market will experience Viewing to traditional television channels increased across the similar growth in online video, but cinema will be flat and TV will island of Ireland, with the average adult watching over three and grow by circa 4% a half hours of content on their TV sets every day. With television being the ultimate appointment-to-view medium, the 2016 outlook is positive.

TELEVISION CINEMA VOD SPEND (@M) SPEND (@M) SPEND (@M) Source: Core Media Estimates Source: Core Media Estimates Source: Core Media Estimates

244.8 ROI NI 7.7 ROI NI 23.7 ROI NI 228.8 7.1 7.5 217.6

16.5

11.6 94.7 96.6 100.4 2.0 2.0 2.1 1.3 1.9 2.8

2014 2015 2016 (F) 2014 2015 2016 (F) 2014 2015 2016 (F)

12 01110110 01101001 01100100 +1 +2 +3 01100101 01101111 THE TV ONLINE VIDEO ADS MUST BE LANDSCAPE MUST LEARN TAILORED CONTINUES FROM TV & TO THE TO CHANGE CINEMA DIFFERENT + VIDEO PLATFORMS

Twelve months ago, depending on who you talked For the consumer of any medium, the more enjoyable With integration and the blurring of lines between the to, TV3 was struggling, RTE was pondering the sale the experience, the greater the likelihood they will three media of cinema, TV and online, advertisers should of assets and UTV Ireland was taking a giant gamble return. This becomes even more important in video be considering a multi-format approach to planning by launching into an uncertain market. Fast forward media, where there are many platforms available. and buying video. With ever increasing consumer + to 2016 and the television business looks healthier One poor experience with a provider or service choice, limiting your activity to one video platform for most. TV3 is now owned by Virgin Media, ITV has and that viewer could be lost forever. The cinema potentially means missing out on some of your target acquired UTV’s television stations in both parts of the industry has reinvented itself by investing in the user audience. For example, 15% of 25-34 year olds no island and eir has bought Setanta Sports. experience; rather than seeing a film in uncomfortable longer own a television set in their home, so reaching Internationally, Netflix has announced a programming surroundings, we now have the benefits of IMAX, 4K them with video requires more than just traditional budget of $5 billion in 2016, double that of HBO. The and surround sound. In Ireland, we have the highest per TV advertising. business reasoning behind acquisitions and investment capita admissions in Europe, and according to research is sound; TV is becoming more of a pay medium, with from Wide Eye Media, 92% of cinema goers say they However, commercial activity has to be tailored to the 88% of Irish television households paying some form pay attention to the ads because of the environment. viewing environment. In cinema, an indulgent two- of subscription (Core Media estimates). But, to entice For TV, screens are getting larger, resolutions sharper minute commercial can be appreciated if it follows subscribers, platforms need content and tech. In and technology is being used to make watching the rules of engagement – high quality entertainment. 2000, the top ten television channels in Ireland television a more enjoyable experience. In addition, Contrast that with mobile video, where 19% of online YOUTUBE commanded 90% of viewing; in 2015 it was broadcasters in this part of the world make sure the viewers defect from ads within the first ten seconds IS NOW THE less than 55%. This shows that channels no viewing experience is not disrupted by too many ads. (source: Microsoft) and ads are often seen as intrusive. longer decide viewer choice, it is programmes Research also shows that shorter 15-second time SECOND MOST that the viewer seeks out. Campaigns are The same cannot be said for a number of online lengths are 14% more likely to be viewed completely initially planned according to share-of- video platforms that cram in too many commercials. than 30-second ads. The phrase the medium is VIEWED VIDEO viewing, but the day-to-day implementation is This lack of understanding of the user experience the message was coined in 1964 and it should be CHANNEL increasingly driven by programme choice. Therefore, is undoubtedly one reason why broadcast video remembered today. Everyone engaged in creative the stations that invest in relevant, quality programming players are now plateauing in terms of delivery. development needs to learn fast about the damaging IN THE will benefit. Globally, the online video market is akin to the effect of long commercials online; a 30-second ad is REPUBLIC OF Wild West, with no regulation or quality standards. fine on a TV set, but it can be very irritating in an online Technology will also define 2016, such as new services As covered in the online section of this report, a set environment. IRELAND FOR like Virgin’s ReplayTV, which allows viewers to go back of standards needs to be introduced, which includes ALL ADULTS in time, through television schedules, to view shows the control of advertising minutage and the number of they may have missed. Also, the potential ability to times people see a specific commercial. This will be obtain real-time audience data via set-top boxes important to ensure the online viewer continues to use will offer broadcasters more opportunities to monetise legitimate options to access their content. viewing occasions and offer programmatic solutions.

13 NEWS MEDIA

2015 was a strong year for the news media sector in the Republic They call this a digital-first strategy; in reality, it is a consumer- This pilot will be helpful in addressing both entities’ issues. of Ireland; advertising revenue increased by 2.3% in print and first strategy. The knock-on effect will be a focus on sustainable comScore will use the 7,000-strong database of the JNRS by circa 20% online. This is an excellent result for a medium audience delivery rather than specific volatile circulations. In this survey to assist in improving its panel composition; this will be that has suffered from poor sentiment in recent years and is a new paradigm, publishers will need the audience measurement an important first step to improve the accuracy, robustness and testament to its resilience. This is the first time that print has ammunition to deliver on this promise. credibility of its service in Ireland. In return, the JNRS will aim to seen an increase in revenue since 2007. The picture in Northern fuse the print results with live comScore digital data to establish Ireland is more challenging, where print revenue fell by 3% year- In this report last year, we called into question the efficacy of a more precise currency. on-year. Looking ahead to 2016, we expect 1% growth in print the readership research of news brands, the Joint National spend in the Republic and a levelling off in NI investment levels. Readership Research (JNRS). Under the stewardship of new This partnership is one of the first true examples of cross-media Online revenues will continue to march forward by 25% in both leadership, a healthy dose of common sense was applied to the fusion between two separate research currencies in the Irish regions. remit and scope of the research. In summer 2015, a root and market. This should serve as a template for the combination branch review was commissioned among all stakeholders. As a of additional media, such as television, radio, out-of-home, 2015 saw some significant advancements in digital initiatives; result, numerous steps were taken to improve its usability and cinema, etc., finally delivering true cross-media integration and the most noteworthy example of this was the launch of accuracy. The most interesting development is a pilot partnership cooperation in the future Independent News & Media’s The Eye. Shaped like an with comScore. comScore is a global online media measurement eye, the new newsroom puts digital in the centre, with company that has struggled to be accepted in this market due editorial on one side and digital developers on the other. to under-investment and concerns over the reliability of its data. News comes into The Eye and, depending on its nature, it is delivered to the audience using the most appropriate title or platform.

164.5 161.5 163.9 ROI NI NEWSPAPER & MAGAZINE SPEND (@M)

Source: Core Media Estimates 26.2 25.6 25.7 Print spend only - online not included

14 2014 2015 2016 (F) +1 +2 +3 IS MICROPAYMENT VIDEO IS CENTRAL TO GOOGLE INVESTS THE WAY FORWARD THE FUTURE OF TO MEND BRIDGES FOR NEWS? NEWS BRANDS WITH NEWS BRANDS

The age-old problem of charging for online content is still causing It has been said that we are living in the age of the News Consumer In principle, we trust what we read in news media. We believe that consternation among publishers everywhere. The ‘leaky’ paywall launched 3.0. The first iteration was a passive reader, happily consuming content the content has been collected by experienced, ethical journalists who by the Irish Times has been hailed as a ‘limited success’, by media insiders. chosen by the publisher. The second version was a more active reader, have researched and fact-checked every angle. Nowadays, when many Other titles have been experimenting with alternative routes. In January, consuming news across a range of platforms. Version 3.0 enjoys platform- of us get our breaking news through social media or another digital the Irish Farmers Journal, which has operated a metered paywall since neutral digital amalgamation of reading, audio, video and social media, source, do we need to reassess this trust? Accuracy and even truth are 2013, began printing unique codes that give full access to the expanded including aggregation of multi-source content. The ‘reader’ has evolved now a variable in news consumption; just ask all of the celebrities and content on its website until 9pm the following Wednesday. This is an from being passive, to being active, to being in complete control. politicians who have read that they have died over the past few years. interesting experiment from a sophisticated digital-embracing brand, While consumers-as-journalists can give the world stunning imagery of which rewards print customers and encourages deeper relationship Publishers must become supremely proficient in each platform, particularly unfolding world events, it can give rise to accidental or wilful mistruths. with its digital content. Perhaps the most exciting development in this video. There is no law stating that TV has exclusive rights on video, nor Google has come up with a game-changing initiative that will address this area is the success of the so-called iTunes of journalism. The Dutch should news brands attempt to ape the templates established by television issue. After years of arguing over unlawful use of publishers’ IP, Google company, Blendle, is a micropayment platform for news articles. The news. We believe that video is the future of news brands, but what is has launched the Digital News Initiative. This is billed as a collaboration site collates content from publishers and requires users to pay a small the future of video? News must be liquid enough to avail of the latest between Google and news publishers in Europe to support high-quality amount, currently ranging from 20c to 99c per item, to read articles in trends or development in video. Advertisers have designed commercials journalism and encourage a more sustainable news ecosystem through which they’re interested. If you don’t like the article, you can get your that live in the seven seconds it takes to scroll down an auto-played video technology and innovation. This €150m innovation fund is for European money back; at the moment, only 5% of users avail of this option. In its in Facebook. News content must be nimble enough to live in that brief publishers to develop new digital news projects, with large-scale grants first year, Blendle signed up 450,000 customers (over 60% aged under fraction of time just as much as it must be brave enough to tap into the needing approval from a council comprised of publishing executives and 35). As it expands throughout the globe, Ireland’s publishers are definitely appetite for long-form content like Netflix’s Making a Murderer. This is Google representatives. taking notice, although the company is unlikely to target the Irish market precisely the type of in-depth, issue-driven, establishment-challenging anytime soon. analysis at which news brands claim they are best. However, in this case, Any attempt to bolster the global it was produced by a company that used to rent DVDs via the post. reputation of digital journalism, Quality journalism does not come cheaply; the key to its survival is while at the same time supporting the monetisation of content in tandem with advertising support. Could publishers in improving their online a company, such as Blendle, started by journalists who value quality delivery of content, can only help journalism above all else, arrest the decline and open the medium up to the overall efficacy of news media. newer and younger consumers? We look forward to seeing Irish publishers’ entries among the ones to win the golden ticket when grants start in Q1 this year.

IN ITS FIRST YEAR, + + 01101110 01100101 + MICROPAYMENT 01110111 01110011 00100000 01101101 PLATFORM BLENDLE 01100101 01100100 SIGNED UP 01101001 01100001 450,000 CUSTOMERS + 15 RADIO

In last year’s outlook we wrote about the real need for the The impetus to innovate has solid commercial roots. Despite The advent of Spotify and other competitive streaming services radio industry to reboot itself; to focus on real innovation in listeners spending comparable amounts of time listening to have not decimated radio listenership as predicted by some. the way radio content is produced and distributed, but also in radio as they do watching television and consuming online, Rather, listeners continue to value the unique content their the way it is researched. Looking back across the last twelve the medium still lags behind in the advertising investment it favourite stations provide for them. Radio listenership has held months we can see that the industry has made progress, attracts. In 2015 radio received a 14.3% share of ad spend in up extremely well in comparison to the declines experienced in but more is required in order for the medium to reach its the Republic of Ireland compared to 15.1% in 2014; this is a other media. Another avenue to tell this story must surely be full potential. greater percentage share decline than any other sector with explored and embraced the exception of magazines. Identifying new revenue sources The Irish Radioplayer app is a great example of what is and finding new ways to promote the medium has never been possible when the industry comes together. With over 150,000 more important. However, due to general growth in demand, downloads in a short space of time, it’s a positive example of we believe that 2016 will be a stronger year for radio, with radio dipping its toe in the digital waters and being rewarded. revenue growth of 5% in the Republic and 4% in Northern As the app is promoted and commercialised, it promises to Ireland. bring extra revenues to the medium and a better experience for the listener. Having gotten its toes wet, it’s now time for The debate on cross-media research in the Irish media market the industry to wade further; technology is now offering new is set to gear up again in 2016. A like-for-like cross-media ways to buy radio through programmatic audio exchanges comparison from a unified piece of research would only serve to and new ways to measure the medium through apps on boost radio’s case for a bigger piece of the advertising revenue smart phones and digital people meters. pie. As the hurdles to cross-media research are gradually overcome, radio must be in the vanguard of this research. In the UK, the IPA’s TouchPoints 5 survey showed that radio accounts for 21% of adult daily media consumption, with that number holding steady over the last five years.

ROI NI 124.3 116.2 118.8 RADIO SPEND (@M) Source: Core Media Estimates

16.5 17.0 17.6

16 2014 2015 2016 (F) +1 +2 +3 PROGRAMMATIC SCHOOL FOR NEW RESEARCH OPPORTUNITY WITHIN WRITING SHOULD TECHNOLOGY NEEDS RADIO BE ESTABLISHED TO BE TESTED

The digital transmission of radio content opens the door for ads to be Although we have raised this issue a few times over the years, we feel The pace of change in media is rapid and pervasive. It extends far beyond served, not just broadcast. With that possibility comes the potential the need to do so again, because not much has changed. While creativity the consumer’s interaction with media to the research that measures for programmatic buying in radio. Without realising it, perhaps, radio is hard to define, it is generally acknowledged that it is a process, and and records these interactions. Industry research continues to evolve to is already well-placed to move quickly into this space. Right now, Irish that like all processes, it can be worked on and improved; perspiration keep pace with the changes in technology and consumption. The Joint radio can be bought as part of a digital audio exchange sold by Adforce, aiding the inspiration, as Thomas Edison, one of the great creators, National Readership Survey now includes the measurement of digital where Irish consumers can hear RTE’s content alongside that of tunein, might say. One of the medium’s advantages, its cost effectiveness, readership and is soon to move away from recall data for recording online talkSPORT, MixRadio and many others. Basic demographic targeting is has worked against it, with the ease of production leading to a glut of consumption. The television panel has evolved to account for the different possible with this audio buy, but with critical mass advertisers will be poor quality ads - perspiration without the inspiration. We need both. ways that television is viewed and is currently working to integrate able to buy programmatically, reaching behavioural segments. In the US Last year, we proposed an initiative to help address this issue; the radio online video. where this technology is more advanced, segments such as big box retail, industry should set up a pro-bono school for commercial radio writing, insurance, travel and consumer products are sold to advertisers buying an which would be open for business for just two weeks of the year, every The Joint National Listenership Survey, with its incredibly robust sample audio audience. While it is at a very early stage, this has the potential to year. A team of inspirational Irish and international tutors would impart size of over 16,000, has faithfully measured radio listenership since 1990. change how radio is bought and sold. Once the other major radio groups their skills to copywriters in the business. Over time, it would reboot how In a world that is moving to more rapid forms of measurement with a make their inventory available, the exchange will be able to provide creative people think about radio, write for radio and produce for radio. greater focus on real-time results, it is perhaps time to consider newer meaningful quantities of airtime to be traded. An initiative like this would make a real difference to the ambition of forms of measurement such as personal people meters, which are in creative people to produce great work for this wonderful medium. operation in Norway and Denmark. This technology promises greater This way of buying audio will complement existing speed of data and accuracy in measurement, relying on recorded data radio buying and sit side-by-side on a media plan in According to the IAPI census, 11 new copywriters entered the industry in rather than the memory of respondents. the same way that television and online video do. 2015. A two-week course attended by 15 people would set the industry The opportunity for the media owners is not to take back @77,500 each year or just 0.06% of total revenue. Surely, this It must be noted that this method is not without its challenges and it budget away from existing radio activity, but from would be an investment well made to help reinvent radio advertising has yet to be embraced in every market. One of the main barriers is the other areas. According to Adforce, the majority of and would have a greater effect than any amount of radio advertising cost of implementing the system in Ireland, across such an enormous bookings currently being made are coming from awards festivals. sample size. However, it would make sense to test this new measurement online budgets, which is helping to grow the overall method and see what we learn. It would certainly give the industry radio pie. This represents a unique opportunity for the knowledge and confidence to choose the best method to adopt the industry to increase its revenue share. for the future. + + THE RADIO INDUSTRY SHOULD SET UP A PRO-BONO SCHOOL FOR COMMERCIAL RADIO WRITING

+ 01110010 01100001 01100100 01101001 01101111 17 + OUT OF HOME

Out-of-home (OOH) enjoyed another year of growth in 2015, As with previous years, 2016 will witness a number of tenders for The proposed restrictions will prohibit alcohol advertising on all with a lift of 5% in the Republic of Ireland and 3% in Northern high profile contracts. The Northern Ireland bus shelter contract public transport, at bus stops, at train, Luas and bus stations, and Ireland. Looking ahead, the improving economy will continue (currently with Clear Channel Adshel) will come up for review also within 200 meters of schools, crèches and park perimeters. to deliver an increase in brand campaigns, which will bring and this will be followed by the Republic of Ireland contract. This would result in severe limitations for any alcohol advertising further growth of 5% and 3.3% for ROI and NI respectively in Bus shelters constitute the largest single OOH format with over in urban areas. There is strong opposition to these restrictions, 2016. In a rapidly evolving and fragmenting media landscape, 6,000 panels across the island of Ireland. Such competitive as there is no evidence to support their enactment. Furthermore, OOH retains its key strength as a mass-market branding medium tenders generally result in notable improvements to the medium Ireland already has the strictest placement and ad content codes and will benefit from any such upturn in brand building activity. following the awarding of the contract. For example, there is a of most global markets. Alcohol advertising has been proven to be plan to install 1,000 digital screens across London’s bus shelter a driver of brand share, not overall consumption. The passage of The strengthening economy brings increases in population, network under a new contract this year; any visitor to Oxford this legislation is uncertain, but we can say that these restrictions traffic count and footfall, each of which will benefit out-of-home Street will experience the impact of such sites. While bus shelter are highly unlikely to come into effect this year media. The Republic of Ireland population has already increased sites in Ireland have been developed to adopt a number of new by circa 81,000 since 2010, while the Northern Ireland figure is technologies and innovations to date, we can expect this to up by approximately 73,000 over a similar period. Over the past accelerate over the next two years. year, Republic of Ireland transport passenger numbers are up by 3.6%, while new car sales are up 30%. These growth figures will On a cautionary note, the Public Health (Alcohol) Bill, if fully further accelerate during 2016. enacted, will impact negatively on advertising investment in OOH. In 2005, alcohol accounted for 16% of all ad spend on the medium, dropping to 10% in 2015. While the OOH sector is not as reliant as previously on alcohol advertising, the proposals are viewed by the advertising industry as draconian.

ROI NI 68.8 62.5 65.6 OUT OF HOME SPEND (@M) Source: Core Media Estimates 16.1 16.6 17.1

18 2014 2015 2016 (F) +1 +2 +3 MEASUREMENT OF OOH BESPOKE CREATIVE OUR CITIES MUST MUST TAKE QUALITY IS ESSENTIAL FOR EMBRACE DIGITAL INTO ACCOUNT DIGITAL POSTERS OPPORTUNITIES

The OOH market in Ireland is changing rapidly, with a notable shift There are now 2,200 digital sites available to advertisers, representing Local authorities must continue to show real vision with regard to the towards quality at the expense of quantity. Exterion Media has removed over 10% of total out-of-home plant. The majority of digital sites are potential benefits of high-quality digital out-of-home media for our 230 panels from the CIE estate since 2014, Clear Channel has reduced its located in retail outlets or transit stations, as opposed to roadside. This cities and our citizens. Many European city councils are developing new number of sites by 25% since 2010 and JCDecaux is currently reducing number of digitally enabled sites will continue to grow. Exterion Media is partnerships with outdoor media owners to install advertiser-funded its number of large roadside panels by 23%. As this cull of lower quality replacing high profile 6-sheet poster sites in key rail stations with digitally street furniture, which brings practical benefits to the consumer. We sites has progressed, each of the main OOH media owners has invested enabled dPods and JCDecaux is continuing the roll-out of digital iVision have already witnessed the success of the Dublin City Council/JCDecaux in developing higher quality sites. Exterion Media has recently introduced sites in shopping centres. Although not described as ‘digital’, Clear partnership with regard to the popular dublinbikes scheme. Our clients Capital Ts onto buses in Dublin, extending the size of the advertising canvas Channel has installed NFC and QR code tags on 2,500 sites, affording are currently using commercial outdoor sites to offer consumers a range by 46% over the current T-Side format. JCDecaux continues to upgrade its brands the opportunity to engage more deeply with consumers. of useful services including phone top-ups, discount vouchers and fun existing 48-sheet and 96-sheet plant, resulting in the introduction of the interaction with real-time user generated content. In the UK, Clear Channel Première package in late 2015, with 14 high-quality sites in the Republic Are we collectively (clients and agency partners) maximising the creative has just unveiled plans to replace redundant phone boxes with digital of Ireland and eight in Northern Ireland. JCDecaux is also developing its potential of these dynamic formats? Are we creating bespoke work for kiosks containing built-in advertising screens, equipped with voice and 48-sheet HD sites, with 70 now available in the Republic and 20 in the them, mindful of their bias towards particular venues and the consumers’ data capabilities and interactive journey planners. Back home, we believe North. mind-set at these locations? The answer is no, in many cases. Too many that our local authorities see the opportunity and will meet this challenge. client briefings keep creative separate from media. This does not deliver We all wish to market our cities as ‘smart’ and digital OOH investment Mindful of this change, media planners, clients and auditors need to the most effective campaigns. Consumers have a different experience will be an important ingredient of this. We should all experience how review how OOH is planned and bought. Should the significant amount with digital formats and the creative needs to take account of this. As digitally enabled Ireland is when walking down, or commuting through, of research available restrict us to buying campaigns on the basis of the number of digital sites continues to grow in 2016, it is very important any main city thoroughfare. coverage and frequency figures only? Brands benefit from exposure that media planners (working hand-in-glove with experiential and social on well maintained, high quality sites; should the conversation not teams) should be asked for their opinion at the outset, as creative teams High-quality digitised advertising sites can be used by local authorities move towards a balance between the quantitative elements (audiences start to address the brief. In many instances, this may result in more than (in partnership with OOH media owners) to communicate time-sensitive delivered) and the qualitative (the impact of the sites selected)? We one creative execution being developed, requiring additional production safety messages, road closures, diversions, etc. In 2016, we need one believe that effective campaign planning should take qualitative and investment, but delivering better results. body representing OOH media owners, specialists, clients and agencies quantitative factors into account. They are equally important. to engage with local authorities with the objective of introducing interactive, high-quality, optically pleasing and beneficial street furniture to our streets, while limiting any potential cost to the public through mutually + beneficial public/ WE NEED A JOINT-INDUSTRY private partnerships. + BODY TO ENGAGE WITH + LOCAL AUTHORITIES TO 01101111 01110101 01110100 DRIVE INVESTMENT IN 00100000 DIGITAL STREET FURNITURE 01101111 01100110 00100000 01101000 19 01101111 01101101 01100101 SPONSORSHIP

2015 was the strongest year for sponsorship in some time. In 2015, the car market didn’t just return to sponsorship, it The big issue for the industry remains the lack of robust Investment increased by 11% in the Republic of Ireland to @124 completely embraced it. Deals struck included Nissan & the Ray measurement and dearth of performance related data. This is million and by 10% in Northern Ireland to £8.6 (@11.2) million. Darcy Show, Renault & the Late Late Show, Windsor Motors & a failing on all sides, but return on investment (ROI) must be the Rights acquisition spend increased with many new deals and Leinster Rugby, Audi & the Dublin International Film Festival and remit of the sponsor. Without doubt, the rights holder should renewals; AIB became the first club and county sponsor of the GAA, Land Rover and the Rugby World Cup. A highlight of 2015, the provide performance data of its own, but real ROI is matched Electric Ireland partnered with Team Ireland, Three renewed its Rugby World Cup was a major success, driving record TV viewing to business objectives and only a sponsor can measure this successful partnership with the FAI and the SSE Arena (formerly and attendances at games. Sponsors of the tournament saw a effectively. the Odyssey) was unveiled in Belfast. Notably, more sponsors major departure in rights packaging with official partners buying have grasped the importance of allocating suitable funds to specific ‘ownable’ assets, purpose made for ready activation. So, in 2016, we can expect increased and superior activation activate their rights and the focus on activation, as the key route Heineken’s Coin Flip was an excellent example of this, cleverly investment, an emphasis on the importance of digital assets to investment return, was particularly evident. Aer Lingus and its activated with a partnership on TV3’s The Sin Bin. and content, increased spend on measurement and more naming IRFU partnership is one to highlight here as exceptional. Looking rights agreements ahead to 2016, we expect investment in sponsorship rights to A hugely exciting year lies ahead in 2016. We will see superior increase by 6.5% in the Republic, driven by tier one properties, activation strategies as marketers demand better use of their in particular. Smaller rights holders will still struggle to achieve assets and rights holders create more bespoke rights packages, equivalent increases. In NI, after a better year than expected in fitting more naturally with sponsors’ objectives. It is now well 2015, we forecast an increase of just over 5%. appreciated that sponsorship is one of the most powerful marketing platforms available. With multiple music and arts festivals, the Olympics and Euro 2016 to look forward to, in addition to the staples of the All Ireland and the RBS Six Nations, it is no wonder the sponsorship world is alive with excitement.

ROI NI 132.4 124.3 111.8 SPONSORSHIP SPEND (@M) Source: Core Media Estimates

10.2 11.2 11.8

20 2014 2015 2016 (F) +

+1 +2 +3 SUPERIOR IMMERSIVE SPONSORS

ACTIVATION MEDIA LOOKING STRATEGIES SPONSORSHIPS FOR MORE + ARE NEEDED BECOMING FROM RIGHTS THE NORM HOLDERS

2016 will be a busy year with prominent Irish involvement The world of broadcast sponsorship is rapidly evolving. More brands will truly appreciate the role that in the Olympics, UEFA European Championship, Ryder While the motivations for engaging in broadcast sponsorship can play in addressing business needs in

Cup and Paralympics, not to mention the regular events sponsorship remain consistent, the executions are 2016. They will look closely at the rights they own, or on the Irish festival and sporting calendar. Each will becoming increasingly innovative and tailored to seek to buy, to ensure they can be fully leveraged and + present an exciting opportunity for sponsors to engage brand objectives. The industry, as a whole, is shifting they will seek expert opinion before signing. At the with fans. However, it can be difficult to stand out towards the area of branded content and ad-funded same time, there will be an increased expectation of from the crowd of multiple sponsors, and indeed non- programming. We are seeing sponsors move away robust evaluation, sophisticated data and fan analysis. sponsors, who might ambush the event. Therefore, it from merely badging a property; they are now forming Combined, these trends will put increasing pressure 01110011 01110000 is vital that a sponsor makes their property rights work part of the story or programme narrative. This means on rights holders to better service sponsors’ needs. 01101111 01101110 01110011 hard for them, through superior activation. It is crucial broadcast sponsorships are becoming more immersive Rights holders who invest to meet this demand will 01101111 01110010 for a sponsor to understand what rights they have and and more dynamic. As a result, sponsors can expect to benefit. Globally, more rights holders are working with 01110011 01101000 how they can creatively use them to their advantage. enjoy more control, more involvement and, crucially, sponsors in the activation space, even co-marketing 01101001 01110000 Brands that master this go beyond the purchase of a higher degree of engagement with consumers. Of those activations when possible. At the same time, rights; instead, they recognise ways to leverage their course, for a sponsor to receive maximum return, this the majority of Irish sponsors believe their partners assets powerfully. This allows them to create a value has to be done correctly. A programme cannot exist can provide a better service. Sponsors place high value exchange with consumers. A sustained video series solely to be editorial for a brand, and it is essential on partners who go the extra mile and demonstrate a THE BIG ISSUE from team sponsors Three, during the Rugby World that this is understood by all parties. The editorial commercial understanding of their business. REMAINS THE Cup, amassed over 500,000 views and provided a more integrity of the programme must be maintained. 2015 authentic content experience for fans. Adept Irish saw AIB create The Toughest Trade in celebration of In the UK, the FA Cup has been working hard to LACK OF sponsors are already mastering activation, and seeing its sponsorship of the AIB Club Championships; this is increase its appeal to the tech-savvy younger fan. It ROBUST the benefit; it’s time some others caught up. a strong example of how to get the balance right. is working closely with Instagram, is active on Twitter and is venturing into gaming. The rights holder is MEASUREMENT The use of digital and social media activation is 2016 promises to see brands become smarter in their taking the lead for the benefit of fans and sponsors; something that we expect to play a massive role in approach to broadcast sponsorship and content, while particularly, in this case, for its new headline sponsor AND sponsorship this year. The implications of superior broadcasters themselves are becoming more astute in Emirates. 2016 will be the year that rights holders DEARTH OF sponsorship activations can only be positive for all the creation of commercial content. As a result, it’s a invest in resources to work more closely with partners, parties involved. The fans and audiences win because hugely exciting time for marketers and broadcasters not only to meet increased sponsor demand, but for PERFORMANCE better activation means a better experience for them; alike, as they seek to create viewer-led programming the benefit of its other customers - the fans. RELATED DATA and as long as they are happy, the sponsor and rights that also satisfies the commercial objectives of holder are sure to benefit. brands. Measuring the effectiveness of this content will become the new challenge.

21 DIRECT MARKETING

2016 offers a great deal of optimism for the direct marketing As a result, direct marketing spends will continue to grow, with As the US gears up for a year of elections, all presidential industry. Year two of the long-awaited Eircodes will bring up to 29% of marketing budgets being invested below-the- hopefuls are aiming to curry favour with the grass roots voters. increased opportunity as households become more accustomed line (source: Ipsos MRBI), as brands strive to deliver relevant Chief amongst these is first-time Republican candidate Ben to the process and businesses adopt targeting and segmentation and timely communication in a 100% addressable manner. Carson, who has raised over $50 million in donations from one techniques that allow for more effective communication. Brands Indeed, one could argue that direct mail is now the only 100% million supporters, all recruited via direct mail. Nearer to home, will increasingly harness the power of data to deliver the right addressable medium. As consumers go to increased lengths charities remain invested in direct mail as their main source of message, to the right people, at the right time. But brands to avoid or even block brand communications, trust and value funds, which is a testament to the attention paid to, and the trust should beware; increased data does not represent permission to have never been of greater importance to marketers; this will placed in, this channel by consumers bombard consumers in an irresponsible manner. see direct mail gain at the expense of other channels. 33% more consumers trust marketing messages sent via direct mail 2016 will be the year of data responsibility, as brands develop than the equivalent email form (source: Millward Brown) and this strategies to manage the wealth of customer information number increases significantly when the communication is from that they have at their disposal. With over two thirds of Irish a brand or service that the consumer currently has a relationship adults receiving communication from brands via email on a with; this is because people trust tangible things. 47% of Irish weekly basis, the opportunity to stand out will become adults are more likely to make an online purchase if the business increasingly challenging and brands will need to think carefully sends them a hard copy brochure first (source: Ipsos MRBI); the about how each channel works together to deliver a seamless recent queues for holiday brochures are a testament to the power consumer experience. According to research carried out by of the tangible. Millward Brown, 54% of consumers are more likely to search for a company online after receiving a piece of direct mail, and it is through understanding how to capture this demand that success will be determined.

22 +1 +2 +3 TWO-DAY TURNAROUND TRADITIONAL MAIL WE NEED HIGHER FOR DIRECT MAIL BEATS EMAIL IN CREATIVE STANDARDS CAMPAIGNS EFFECTIVENESS

For years, the direct mail arena has been dominated by large print runs, In a world infused with data, understanding the value derived from Very few media can guarantee that the intended recipient will literally get which blanket-bombed consumers with offers that took no notice of their customers is crucial to success. Getting the balance right between their hands on your communication. Understanding your consumer and specific location. The opportunity to target was limited and the time attracting new customers and rewarding existing ones is the starting delivering a relevant, impactful message can have a significant impact on required to do so made the turning circle of an oil tanker look small. point, but going deeper and understanding their future value will result direct marketing success, but we believe that this opportunity is not being In a medium that requires personalisation and connection, this was a in greater business success. The knowledge of which customers have the treated seriously by many brands. Standards need to be improved and an significant hurdle to overcome. greatest influence and rewarding them with a meaningful experience, overhaul of the creative approach is required. The creative approach used and communicating with them in an appropriate manner, will separate really matters; according to Behaviour & Attitudes research, 62% of 15-34 With advances in technology, comes significant opportunity for brands success from failure. Segmenting your existing customer base and year old adults are more likely to open mail if the design is impactful. In to enter the direct marketing world at minimal cost. Printing processes delivering different offers via different means will deliver significantly 2015, there was an industry campaign to encourage marketing agencies used to prevent agility, but digital printing techniques, coupled with the better results. to use multi-sensory techniques to connect with consumers. Whether it’s ability to target consumers with small print runs, have now revolutionised a smell, sound, touch or even taste, we have never had a more effective the industry. Products such as An Post’s ‘Admailer’ now allow marketers But getting it right is proving more challenging, as more and more brands blank canvas to engage with consumers, but in the majority of cases increased flexibility and the opportunity to turn a direct mail campaign use data as de-facto permission to badger consumers into submission with marketers continue to default to dull, uninteresting and ineffective around in two days. As technology evolves, these opportunities will repeated email-based communication offering little or no perceived value. approaches that do nothing to advance their brands. continue to expand, with the result that any retailer who spots a sales dip This has led consumers to opt out of receiving irrelevant offers, which has over the weekend can get a direct mail promotion up and running in time created an obstacle for meaningful communications to cut through. Direct Test different options to see what works best; sometimes the craziest to address the following weekend’s sales period. mail can be helpful here; recent Ipsos MRBI research has shown that 80% ideas deliver the greatest impact. A few brands are already doing this of adults prefer to receive loyalty communications via mail, compared to well, whether it is Corelle, the manufacturer of unbreakable dinnerware, only 30% via email. Also, mail-based loyalty offers are 50% more likely which printed a letter to magazine editors directly on its product with this to be redeemed. Blanket loyalty schemes have obvious limitations, most message; “A plate that can survive the mail can survive anything”, or the notably affordability. Brands, therefore, need to understand the value that Canadian Cat Litter Warehouse that engaged with cat owners through + consumers place on their loyalty and deliver messages, and offers, in the their pets by spraying the leaflets with a scent that drives even domestic environment that is going to have the greatest impact. cats wild. Understanding how your customers will receive and value the communication is a key determinant of success.

54% OF CONSUMERS ARE MORE LIKELY TO SEARCH FOR A COMPANY ONLINE + AFTER RECEIVING A PIECE OF DIRECT MAIL + + 01110010 01101001 01100100 01110100 01100011 01100101 00100000 01101101 01100001 01110010 01101011 01101011 01110010 01100001 01101101 00100000 23 01100101 01110100 01101001 01101110 01100111 01100111 01101110 01101001 01110100 01100101 CONTENT

Creativity and good storytelling have always been, and A change in agency structure is needed to facilitate this shift, The main areas of focus for marketers, as a result of this will continue to be, the backbone of any effective piece of with blended skill-sets including creative, technical, editorial, shifting approach, is to understand the role that content can communication. The ability to engage with people remains search, media, social and data required to create and execute a play in achieving communications objectives. Content can build grounded in an insight, idea and execution that inspires, motivates successful content strategy. These teams must work together, in advocacy, encourage participation, improve discoverability in and informs. collaboration with the brand, to create and curate content that is search engines, shift sentiment, build consideration and, most authentic to the brand and of interest to its audience. A content importantly, drive sales. Marketers must also embrace the However, we predict that 2016 will be the year that content-led strategy is not a Happy Friday post on Facebook at the end of requirement for multiple pieces of content that communicate marketing is embraced by a majority of advertisers. Our view every week; it is a measured, dynamic, multi-format approach to the same message, albeit in different ways through different is that all advertising is content and all content is advertising; communications, fuelled by data. It is art and science in unison. formats. Telling the story in short-form is key to grabbing in this interchangeable world, we need new approaches that attention and once people have chosen to engage with the brand move away from the principles of shouting for attention, to It is in digital channels where the requirement for a content further, longer-form content becomes more acceptable. Finally, drawing consumers in with messaging and propositions that strategy will be most pronounced this year. Advertising campaigns new skill-sets will emerge this year to bring creative and media they embrace and enjoy. Brands need to rely less on interrupting can struggle to cut through when there is already so much content closer together, leveraging the power of both what consumers are interested in, and endeavour to become online for people to consume, react to and participate with. Ad what consumers are interested in. Although presenting a more blocking has put power in people’s hands to disengage with complex set of opportunities, this shift will result in deeper advertising they see as intrusive, so it is incumbent on brands, and more effective communication between brands and their and their partners, to create content that has more meaning for audiences via deeper understanding of consumer interaction and consumers. reaction to their communications.

24 +1 +2 +3 CONTENT-LED MULTIPLE PIECES OF MECHANICAL COMMUNICATIONS CONTENT ARE SKILL-SETS ARE MUST BE EMBRACED NECESSARY REQUIRED

With a myriad of communications platforms to choose from, and the Understanding target audiences, gaining new insights and telling an As creative and media re-converge, new skill-sets have started to emerge immediate/always-on access to information, people are now exposed to engaging story remains critical. That story can no longer be told via and will become essential. This is particularly evident in the area of more content than ever before. They will only engage with interesting television ads or a radio campaign in isolation. Marketers have to provide social media and programmatic buying, where the number of platforms, content and will blank or block content in which they are disinterested. The the story in various formats, and through a range of channels, to reach placements and formats can be overwhelming. Traditionally, successful challenge is to create content that is easy to access, easy to participate the target audience effectively. Driven by waning attention spans, more communications campaigns are created and executed by creative with and is meaningful and useful to the intended audience, while still clutter than ever, and continued growth of digital, content that is short, experts, while delivered to the audience by media experts. It is becoming achieving the objectives required. This is the year that marketers must snappy and cuts through will be most effective. increasingly evident that there is a gap in these skill-sets; the deep consider moving away from strategies that are exclusively advertising-led understanding of the bridge between creative execution and distribution. and begin to embrace content-led communications. The overriding change Marketers need to continue to tell a story that is meaningful and engages, Today’s practitioners need to understand each format available across in approach is in how data must now be used within the creative process. and then consider all the channels in which the story will be effective. all platforms in detail; the technicalities behind how they work, their The message must be grounded in insight from data, so that it becomes Within this mix, digital media must be viewed as a multi-channel advantages and limitations in achieving particular objectives, and the dynamic, changing based on actual engagement and effectiveness. environment. The story cannot be told from one master format that is level of engagement to expect from each one. These specialists are the Multivariate testing of messaging will ensure continued improvement re-cut and re-sized across channels via a cookie cutter. Marketers have a glue between the creative teams telling the story and the media planners using data, once again, to influence and help shape the brand story. large toolkit of formats at their disposal now, ranging from native video selecting the channels. They know how to tweak and tailor creative Content becomes the communications channel in its own right and the on Facebook, blog posts, through to branded content with publishers and executions to best fit certain formats and they know exactly which powerful by-product is the data this content produces across levels of paid-for ads. Each placement should be considered based on its suitability formats will be successful in targeting a certain audience. We refer to engagement, shareability, etc. to the overall story and how it can be tailored to cut through and reach the them as mechanics. target audience. The use of video is critical. The big challenge for brands Particularly in the digital space, it is essential for advertisers this year will be moving from the TV ad mind-set to a world of multiple videos. In 2016, marketers should seek out these to understand where their messages are being placed and how the How challenging will it be for a company to brief its agency to create one mechanical skill-sets in their agencies performance of those messages is being measured. The insights gathered hundred eight-second content videos rather than one anthemic 40-second and their own teams. Their observations from this data will feed into creating more tailored and personal content ad? Rise to that challenge and win. and recommendations are subtle, but in the next iteration or campaign, resulting in communications that are they result in incremental improvements always better than the last at connecting with a target audience. in performance and efficiency. Typically, they come from media backgrounds and are comfortable with data analysis and insights, while at the same time craft ideas that connect and engage. Only the brightest need apply.

+ + BRANDS WILL BE MOVING FROM A TV AD MIND-SET TO A WORLD OF + MULTIPLE VIDEOS 01100011 01101111 01101110 01110100 01100101 01101110 25 01110100 + + FOR MORE INFORMATION PLEASE CONTACT: PAUL MORAN TEL: +353 1 649 9594 WEB: WWW.MEDIAWORKS.IE EMAIL: [email protected] + +