February 2017: Media and Marketing Review
Here's a look back on the media and marketing news over the last month.
Google Shopping Ads
Update: Advertisers will now be able to feature dynamic product ads that are shown in search result pages.
What it means for marketers: This will allow shoppers to find products quickly and easily, and will also enable brands to attract more potential buyers. Brands will be able to control the information of their products so customers can find the products that are relevant to what they are searching for. Product ads go directly to specific product page meaning the conversion rate can be quite high.
Relevancy / Availability: Now available in Ireland.
More News About Snapchat Ads
Update: Snap is testing features in Snap Ads — video ads inserted between Stories or on Discover — that make it easier for advertisers to meet their targets when it comes to direct sales, app downloads and user sign-ups.
Through deep-linking, advertisers can take Snapchat users out of the Snapchat app and directly into any other app if the user has it downloaded on their device.
An auto-fill feature also allows auto completion of form sign-ups for advertisers. The ad can pull in any information users have already granted to Snapchat (name, phone number, email address and birthday).
Snap Inc. added partners to its Ads and Custom Audience Match APIs in late Jan and introduced a new API category for Creative. It also did something marketers have been wanting for for a while: letting them license Ad Partners' tech for self-serve buys.
What it means for marketers: The update lets buyers license partner technology and manage those buys in-house.
Relevancy / Availability: Article and additional information available below. Still unavailable in Ireland.
Facebook Custom Profile Frames
Update: Facebook has introduced a new Camera Effects Platform which allows all users to create custom frames for their photos and videos. Users can create custom frames with their favorite graphic design software and then import them as a PNG file as long as they adhere to FB policy and terms (nothing offensive or illegal). Users will be able to create “location frames” that are exclusive to specific geo locations (landmarks, restaurants, etc.).
What it means for marketers: Facebook’s Camera Effects Platform and in-app camera, is competing with Snapchat’s filters, geofilters, and lenses, again trying to recapture a portion of the market that more heavily uses Snapchat than Facebook. Functionality is also being built to track frame usage which will help marketers once the option is released globally.
Relevancy / Availability: Launching in Ireland, the U.K, Colombia, Mexico and Taiwan.
More info here.
2016 Out of Home Stats
The stats from 2016 have been collected and according to PML Group, the Irish Out of Home (OOH) market saw strong growth. In PML’s published results, the market grew by 7% in 2016 with particularly strong growth in the first half of the year. While Q3 was sluggish, according to PML, the market picked up considerably in the final quarter.
According to the Posterwatch report, there was no single factor behind this improvement but rather a combination of more advertisers, increased investment by existing advertisers and added advertising opportunities. Digital formats are becoming increasingly attractive to advertisers and the clear majority of new OOH panels are digital screens.
Exterion Media Joins IAB
Exterion Media Ireland has announced that it has joined the Internet Advertising Bureau Ireland. Exterion is one of the market leaders in the Irish outdoor advertising market and the move is representative of the increased presence of digital panels in the outdoor market. The move is part of Exterion Media’s strategy to develop its digital infrastructure.
In joining IAB Ireland, Exterion Media will use and share its significant databank of insights into audience behaviours, in particular digital OOH, to promote better use of the digital channel and promote best practice within the industry. Membership of IAB Ireland will enable the company’s teams to gain a deeper understanding of the digital landscape by participating in training and events.
Suzanne McElligott, CEO of IAB Ireland, welcomed Exterion Media to membership of IAB Ireland saying, “We are delighted to have a company from the digital outdoor space collaborating within IAB membership to help advertisers best understand the new opportunities that are driving growth in digital OOH in the Irish market and across the globe”.
Source: PML Group & Adworld.ie
Research into Press Effectiveness
Recent research carried out by Ignite Research and Amárach shows the effectiveness of print advertising across major economic sectors.
IRS+, under the banner of its new brand, Radio Factory, and in a joint initiative with Mediastar (the media analysis tool), has created an Ireland-first product that will transform how media buyers plan radio campaigns.
IRS+ have invested heavily in using existing data and adding real value and effectiveness to overall radio planning by creating the Radio Factory Optimizer. The Radio Factory App will allow you to consider your audience, analyse your reach and frequency, manipulate your budget and investigate your CPT - all at the touch of a button.
Subtle Rebrand for Today FM
Today FM has a new website, new app and a refreshed logo now in use.
The new look was unveiled last week, which removes the oval shape surrounding the station name, and the frequency of 100 102 has also disappeared.
The font is similar to the old one, uppercase TODAY followed by the traditional lowercase fm, and includes the five lines signifying rays of sunshine. New logos have also been made for News, Sport and Music features.
It’s the first rebrand for the station since it launched in March 1997 and follows a recent schedule shuffle to include Dermot and Dave in the mornings and the addition of Al Porter at midday.
Homeless Radiothon Returns to Nova
Radio NOVA’s Help Our Homeless Radiothon is returning to the station for the third year in a row on Wednesday 8th & Thursday 9th March.
The station has raised almost €100,000 over the last two years in its annual pledge drive, which sees celebrities from across the entertainment, music and political spectrum lend their support live on-air. This year, all funds raised will be donated to Peter McVerry Trust.
Nova’s annual Radiothon is a listener-focused event, with donations received from people of all walks of life, from children donating their pocket money to businesses donating the takings of their day’s trading. Last year, the station received donations from as far afield as China, the USA and The Netherlands.
Movers and Shakers in Radio
IVAN IS BACK!
Newstalk has announced that Ivan Yates will return to the airwaves this spring with a new, agenda-setting, two-hour show. Commenting on his new show, Ivan told Chris O’Donoghue on Newstalk Drive:
"It's the usual eclectic mix of politics - which I'm a great expert on - business, and it's going to have lots of sport as well as plenty of self-deprecating humour"
Q102 Make Changes
All change on Q102 mornings in Dublin as Liam Coburn moves to breakfast and TV3’s Martin King joins for mid-mornings.
Liam has been with the News Corp station since 2004, hosting a number of shows across the schedule, but now makes a move to breakfast following the departure of Dave Harrington. Dave is off to Tipp FM to become Programme Director.
Al Porter Fills Dermot & Dave’s Slot
Al Porter is the new lunchtime show presenter on Today FM.
News of his appointment was broadcast live on-air and on Facebook Live during Dermot & Dave’s new morning show when Al was in the studio talking to the duo.
A comedian, presenter, singer, writer and actor, Al is the youngest comedian ever to headline Dublin’s Vicar Street in 2015 with his stand up and live band. He has just completed his 2016 comedy tour of Ireland, Al Porter at Large: The Honeymoon Tour, including sold out nights in Dublin’s Vicar Street and Cork Opera House.
TV Viewership Stats, Jan/Feb
TV impacts in January saw all key audiences down on last year. Housekeepers with Children (HW+CH) is down 5% on 2016, with Adults 15-34 and Adults 25-44 down about 15% and 10% respectively. All adults are down just under 5%.
RTÉ have performed quite well on HW+CH, coming in at +2%, while seeing a dip in the other key demographics with Ads and Ads 25-44 at -4% and -7% respectively. This may have to do with how the 6 Nations fixtures fell this year, with Ireland playing two away games against Scotland and Italy. Some other key programming in January and February included the new drama Striking Out which did over 100k for HW+CH and over 500k for Ads, and Dancing with the Stars which averaged almost 600k for Ads. First Dates Ireland also returned to the air and had a strong performance, breaking into the top 10 programmes for Ads 15-34 in February.
TV3’s best performance lay with Ads 25-44, with impacts down -4% on last year. They launched their female-oriented channel Be3 in place of UTV, with all the soaps returning to TV3. TV3 will remain the flagship station, with 3e becoming the entertainment channel, including shows like Graham Norton and I’m a Celebrity. The soaps and Champions League coverage really brought in the viewers for them in January and February, with the Round of 16 match last week between Manchester City and Monaco pulling in 229k adults.
Sky Media continued the downward trend, particularly on Ads 15-34 which took nearly a 19% dip on last year’s figures. This decline in young viewers, however, is following the industry trend. Sky maintain to pull in decent numbers for live football, with some games doing over 100k, however live sport as a whole is suffering from declining viewing figures. On Sky Sports live Premier League games, we have seen an almost 19% decrease in viewing year on year.
C4 had a disappointing month, their stand out programmes being Meet the Trumps which pulled in 74k adults in January, and Location, Location, Location in February which did an average of about 40k against adults. Otherwise not much to note.
UTV went against the grain and saw an increase in each key audience and impacts across the board. Across the young audience (Ads 15-34 & Ads 25-44), they were up almost 10%.
The C4 Ulster decline has continued, although at a slower pace than 2016 v 2015. Not a great performance all round with Ads down -10% and Ads 15-34 down -21%.
TV3 See Audience Growth of 26% in January 2017, Report Shows
(Laura Brennan, Irish Film and Television Network, 13th Feb 2017)
Despite TV3’s impacts being down across all audiences, their share of viewing has increased significantly in January.
In particular, the group’s flagship channel TV3 recorded a 26% increase in share of viewing. The source for the report is TAM/ Nielsen January 2016/2017 All Day Channel SOV, Adults15+.
Commenting on the performance, Bill Malone, TV3 Group Director of Programming, said: “Giving viewers more choice is central to our three channel strategy. We are delighted with our performance to date.”
In the same time period, RTE 1 has seen a +1% increase in Share of Viewing and RTE 2 is up +9%. TG4 is down -7%.
As exclusive home to ‘Celebrity Big Brother’ in January, 3e grew its share of viewing in the month by 53% from 2.53% to 3.88% and outperformed RTÉ 2 share of viewing for under 45’s on 16 out of 31 days in January.
Launched on January 9th, TV3 Group’s newest channel be3 recorded a 2.6% share of viewing for the month, making it the 6th most watched channel in the country after RTE1, TV3, RTE2, BBC1 and 3e. The share of viewing for the channel was 67% higher than TG4 and 79% higher than Channel 4.
RTÉ Has ‘Serious Competitor’ in Virgin Media as TV Ad Market Heats Up
(Laura Slattery, Irish Times, 22nd Feb 2017)
In another article in the Irish Times this week, the rise of TV3 Group is discussed.
Virgin Media Solutions, the sales arm of Virgin-owned TV3 Group, can now compete with RTÉ on scale for the first time.
TV3 was the biggest channel in January with the industry’s “housekeepers with kids” audience category, in terms of its share of “commercial impacts” – a measure of how many times television advertisements are viewed. Its share of the advertising market exceeds its share of viewer ratings because it is permitted by the regulator to show an average of 12 minutes of ads per hour, compared to an average of six minutes per hour on RTÉ.
Pinterest’s Promoted Pins Arrive in Ireland as the Platform Launches New Visual Discovery Tools
Pinterest could well be the go-to platform for Irish advertisers and businesses in 2017. It recently announced that Promoted Pins will be available in Ireland, immediately. The Promoted Pins will enable companies to enhance their presence on the platform further, allowing them to align their brands, products and services to boards that are of interest to their customer.
Hot on the heels of this, was the news that Pinterest is also adding new Visual Discovery Tools to the platform. Lens, Shop the Look and Instant Ideas will have three very specific roles within the platform, but what is clear is that coupled together they signal Pinterest’s long term intent to harness its ecommerce ties, building upon its Promoted Pins revenue stream.
Lens, using a simple point & click idea, works by using a person’s phone camera to suggest similar objects or items on the Pinterest platform, a more practical version of the failed Google Glass.
Shop the Look does exactly what it says on the tin, and is the most explicit in terms of Pinterest signalling its long term ecommerce intent. Brands such as Macy’s and Target in the United States are already on board and we can expect to see the offering rolled out globally in the coming 18 months. For now, the tool will sit solely within the fashion and homes pins, and works by having users tap blue pins attached to any items they see, to call up those specific items or similar.
Instant Ideas will be of interest to those seeking creative inspiration. See a board that tickles your fancy? Tap a circle to see similar boards and concepts that will be of interest. Sounds rather straight forward. But where the tool comes into its own, is in its suggestions; rather than the platform simply offering up related items it will offer alternatives, recipes ideas, kitchen ideas. Moving the user away from simply finding an alternative to something as mundane as an apple sitting on a counter top, to new apple recipes, kitchen countertops or kitchen refurb ideas. The premise here being that the users will discover and explore more within the platform as it looks beyond the initial subject of the board.
It’s clear that Pinterest views Promoted Pins as its bread and butter for now but will build upon this through ecommerce and increased user dwell time thanks to its various Visual Discovery Tools.
More info here.