August 2016: Media and Marketing Review


Here's a look back on the media and marketing news over the last month.
Your Car - The Next Mobile Ad Platform
The mainstreaming of autonomous driving is closer than we think. As assisted-driving cars rise in popularity it is only natural for marketers to think about how they can tap into channels within this mobile platform.
This could represent opportunities within other mediums, for example, with the implementation of augmented reality on the windows of cars. This technology would aim to complement, not disrupt, the passenger experience by including things such as branded overlays of real-world places and geo-filters.
The importance of geo-local deals will also rise as people will not have to direct their full attention to driving. Similarly, audio may also provide opportunities for geo-targeting. For example, asking about the opening hours/prices of the restaurant you are passing.
All in all self-driving cars will not only transform infrastructure but fundamentally change our culture which is something marketers cannot ignore.
- Robert Garrigan
LinkedIn Reporting Metrics Update
Since its acquisition by Microsoft a few months ago, there’s not much happening externally at LinkedIn. In the last few days however, LinkedIn announced that it was launching a conversion tracker to allow advertisers to see which campaigns are most effective. 
By adding a simple piece of code to your website, advertisers will be able to see how many people took an action such as purchasing a product or signing up for a service after viewing either a text ad or a piece of sponsored content. 
With this, advertisers can make better informed inventory buys to drive sales. LinkedIn’s USP over other tech giants is that its professional data collected about its users correlates to sales. Conversion metrics are built into LinkedIn's ad-management software and negate the need to use 3rd party tracking companies.
In the coming months the plan is to launch other forms of ad targeting such as retargeting, using the conversion-tracking tool.
- Aisling Foster
Google to Tackle Invasive Mobile Interstitials
From January next year, mobile users should enjoy a smoother browsing experience on their handsets, thanks to Google’s latest announcement. Once again putting user experience at the forefront of it services it has decided to penalise mobiles sites that hammer audiences with roadblock style interstitials that prevent visitors from accessing site content easily. 
The move will also be welcomed by marketers & advertisers, alike, as it may go some way towards rectifying the long standing issues high CTRs and bounce rates on the back of accidental clicks. Announced its latest endeavour to offer a more user friendly experience.  
- Gerard Keenan
August TV Viewership
As we move into the autumn months, we are seeing little improvement in performance as impacts are down across all ROI stations. After taking a hit in June, young Adults are again seeing the biggest decline in audience, C4 Digital and Tv3 are both down more than 20%.  Hw+Ch are faring better as RTÉ, TV3 and UTV are seeing strong YOY impact growth of 11%, 11% and 5% respectively.  
RTÉ continued its successful sports coverage into August with Dublin Vs Kerry Football match being the highlight. This delivered: Ad 2544 (130K viewers) and Ad 1534 (98k viewers). Despite being down 16% YOY for Hk+Ch, The Rose of Tralee was the highest rating programme this month for this audience in August with 56K viewers. RTE also had coverage of the 2016 Rio Olympics, delivering consistent ratings across all audiences in particular the opening ceremony which delivered 38k Ad 1534.
The X Factor made its return to television screens on 27th August, the first episode aired and it delivered TV3 its biggest audience for the month across all main demographics. Ad 2544 (143k), Ad 1534 (86K) and Hw+Ch (79k). However the show is not performing as well as they hoped across all viewers, most affected being Ad 2544 down (-36%) YOY for this episode. TV3 also aired the much awaited UFC fight between Conor McGregor and Nate Diaz, broadcast a day after the main PPV event. Despite this, the repeat delivered 59k Ad 2544. Unfortunately these successful shows were a small consolation as young’s were still down 20% YOY for the month. TV3e saw similar buoyancy to RTE on Hw+Ch with impacts up 11%, as entertainment shows like the X Factor, Celebrity Big Brother and America’s Got talent aided performance.
UTV Ireland were relatively stable this month, continuing the trend of young adults viewing, this was their only audience to suffer; down 8%. After huge growth of +27% Hw+Ch in June, August was not as substantial with +5% YOY. Coronation Street and Emmerdale continue to be their main contributors to this delivery, their top programmes across all audiences. Ad 2544 was the best demographic, Coronation Street delivered 117k viewers and Emmerdale 82k viewers.
Sky Media suffered across the board this month, Ad1534 and Hw+Ch down -18% and Ad2544 -19%. C4 Digital saw the biggest decline so far this month with Ad1534 -21%. Despite the Film 4 opt out in June we haven’t see this reflected in their impacts as they continue to struggle quite considerably. 
Another difficult month for UTV NI they are still seeing declines in impacts Hw+Ch (-3%) and Ad1534 (-4%). X Factor did however outperform the Soaps this month with Hw+Ch viewership of 49k. C4 Ulster saw massive improvements in their impact delivery in August, Hw+Ch (+18%) Ad 2544 (+8%) and Ad 1534 (+7%) Hopefully this refreshing strong performance will continue into the autumn. 
August 2016: TV Graph
TV3 owner snaps up F1 racing in $4.4bn deal
Liberty Media, chaired by Irish-American businessman John Malone, has bought Formula One Motor Racing for $4.4bn. 
August 2016: Formula 1
Liberty Media, chaired by Irish-American businessman John Malone, has bought Formula One Motor Racing for $4.4bn. Earlier this summer, Malone bought TV station TV3 in a deal worth up to €87m. Liberty Media has stakes in several sports and entertainment businesses, including the Atlanta Braves Major League Baseball club. Liberty will initially purchase a minority stake in the world's leading motor-racing championship. A full takeover is planned if regulators approve the deal.
The F1 transition is due to be overseen by F1 CEO Bernie Ecclestone, who will retain his role as the sport enters a new era. F1's biggest shareholder is investment fund CVC Capital Partners. The consortium of sellers led by CVC will own about 65pc of the Formula One Group's equity and will have board representation at Formula One. Bernie Ecclestone said: "I would like to welcome Liberty Media and Chase Carey to Formula One and I look forward to working with them."
The deal terms give Formula One an enterprise value of $8bn, according to the companies. Formula One will remain based in London. The total transaction values the firm at $8bn but includes $4.1bn worth of Formula 1's debt. "We are excited to become part of Formula One," Greg Maffei, president and CEO of Liberty Media, said in a statement. "I see great opportunity to help Formula One continue to develop and prosper for the benefit of the sport, fans, teams and investors alike." The deal is subject to the approval of the Fédération Internationale de l'Automobile - the governing body of Formula One.
RTE spent a whopping €335,000 on live coverage of 1916 ceremonies
The 1916 Rising centenary events coupled with an extensive St Patrick’s Festival helped draw 702,700 foreign visitors here in March.
August 2016: 1916
RTE spent a total of €335,000 covering the 1916 State Commemoration ceremonies and parade at the GPO on Easter Sunday, the Herald can reveal. This included aerial footage for the programme, which covered a five-hour spell in Dublin’s city centre on March 27, 2016. The historic event was described as the biggest broadcast for a State event since the visits of US President Barack Obama and Britain’s Queen Elizabeth back in May 2011, with RTE putting considerable resources into ensuring it was a success.
The live event on RTE One ran from 9.30am-2.30pm and included footage from Aras an Uachtarain, Kilmainham Gaol, the parade route through the city centre, and the ceremonies at the GPO. Hundreds of thousands of people lined the streets on the day to witness the Commemoration ceremonies taking place. Figures supplied under the Freedom of Information act reveal that RTE had a total of 30 live cameras and two engineering cameras deployed across the day in order to ensure nothing was missed. The station also had two presenters, two reporters and four commentators brought in to cover the historic occasion, meaning it had more than 120 staff working on the day.
It was one of the most-watched programmes of the year – a peak figure of 1.1m viewers tuned in at some point over the five hours. It was seen by an average of 336,900 viewers, which equated to a 50pc share of the available audience. Over 136,000 people watched the highlights programme later that night and there have also been 103,695 streams on RTE Player, with 38pc of these from international users. As the host broadcaster, RTE supplied live feeds to both national and international media outlets including CNN, BBC, Sky News and CCTV China. RTE’s production team worked with the Air Corps and the Department of Defence to deliver live aerial coverage of the ceremonies and parade. RTE subsequently released a 40-minute edit of the footage, showing the parade and well-known Dublin landmarks – including St Stephen’s Green, Dublin Castle, the Four Courts and the GPO.
At the time, RTE producer John O’Reagan said that when they were planning the live broadcast, they looked to “add new elements to the TV presentation”. “One of those was to get aerial coverage of the parade and of Dublin – not recorded, but live as the event was happening,” he said. In addition to the State commemoration ceremonies, RTE also televised a concert from the Bord Gais Energy Theatre on Monday night. Ryan Tubridy presented a special edition of the Late Late Show on Good Friday, while Joe Duffy did a radio show live from O’Connell Street on Easter Monday. The station received considerable praise for its coverage of the Commemoration ceremonies.
- Carla Reddy
Liveposter launches in the Irish Market
The Out of Home (OOH) market in Ireland is now in the strongest position it has seen in almost a decade. The end of June 2016 saw OOH register its fifth consecutive quarter of growth, and it is expected that 2016 will be the busiest year of the medium since 2007*. 
One of the key areas of growth over the last number of years in the OOH sector has been Digital. With the number of Digital Out of Home (DOOH) screens more than tripling since 2005, Digital now has an 11% share-of-voice in the overall OOH sector. 
August 2016: OOH Graph
To help support this growth and the demand for DOOH by advertisers, PML Group launched Liveposter in the Irish market in August. 
Liveposter is a format management platform, which allows advertisers to take full advantage of dynamic DOOH by the use of data. The platform uses a wide variety of data feeds to optimise the communication across the day, week or campaign period, and provides full control over content. Content is controlled through the use of data streams such as; Weather, Time, Location, Temperature and Social Media. This data is used to deliver a bespoke message to audiences at the optimal time. 
The platform also allows advertisers to create and change their DOOH formats in real time without the need to access the individual media owner systems.
Studies in the UK market by Virtuocity and Posterscope have seen a dramatic increase in message recall thought the use of Liveposter within DOOH Campaigns. 
*Source: PML Group
- Paul Buggy
Two Senior Appointments Announced at the Communicorp Group
John Burns has been appointed CEO for 98FM. Burns joins the award winning radio station from Diageo where he worked on the Guinness brand as Communications and Content Lead for Europe as well as leading the strategy and P&L for the new innovations from Guinness including Hop House 13. Before holding this role, Burns acted as Global Strategy and Communications Manager for Baileys and Guinness Marketing Manager.
Caroline Reynolds has been appointed COO for the Communicorp Group.  Reynolds joined Communicorp in July 2014 as Director of Acquisition & Investment assessing and identifying opportunities for the Group. Since January 2015, Caroline has worked closely with many of the companies across Communicorp supporting their management teams. In her new role as Chief Operating Officer Reynolds will be responsible for planning, directing and implementing Group wide initiatives and business strategies, working closely with Communicorp senior management and the company CEO’s. Reynolds will start her new role at Communicorp Group from September 1st with Burns joining 98FM in October.
- Hugh Gleeson
Newsbrands Townhall Event
Newsbrands Ireland are bringing the industry together next Thursday 15th September for an evening of showcases from all their brands and representatives. With each of their NewsBrands having their own stand where they'll showcase all of their products, suppliers and agencies will be able to get through multiple meetings, all under the one roof and in a social setting at Smock Alley Theatre. 
With food and drink to keep everyone refreshed, the evening is set to be rather enjoyable. What’s more though, is that everyone in attendance will have the opportunity to win a luxury holiday! Sounds rather good to all of us here at Carat and we’ll all be there next week from 4.30-7.30PM.
August 2016: Newsbrands
Independent News & Media Acquires Celtic Media Titles
Independent News & Media (IMN) has acquired a number of titles published by the regional newspaper group Celtic Media Newspapers for an undisclosed amount. The deal, which is subject to regulatory and ministerial approval, will see INM become the largest player in the regional newspaper market with 20 titles.
Celtic Media owns seven regional titles, including the Anglo Celt, the Meath Chronicle, the Connacht Tribune, the Offaly Independent, the Westmeath Examiner, the Westmeath Independent and Forum, a bi-weekly paper that is distributed in the commuter-belt areas of south Meath.
The deal, however, does not include Celtic Media’s printing operations which remain separate. For its part, INM owns 13 regional titles including the Kerryman, the Wexford People, the Drogheda Independent, the Wicklow People and the Bray People. “We are very pleased that Celtic Media Group’s publishing titles are becoming part of INM’s portfolio of regional and digital titles,” says CEO of INM Robert Pitt
“There are clear synergies arising from this transaction, which fit well with INM’s strategy to remain as a key player in the delivery of printed news content on a national and regional basis. We look forward to welcoming the titles into the INM fold and to working with management and editorial to ensure the continued successful delivery of quality local newspapers,” he says.
- Hugh Gleeson
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