July 2017: Media and Marketing Review

03/08/2017

Here's a look back on the media and marketing news over the last month.

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OOH

Data and Technology are Reshaping OOH Strategy - How it’s Bought, Sold, Measured, and Evaluated. 

Today, canvases throughout cities are covered in brand artwork sparked by meaningful insights, planned with real-time data and tied together with built-in social and mobile activity at their core. The very nature of the medium delivers more impressions, at a lower CPM and in a format that inspires sharing through social media. It’s evident from the parade of celebrities and influencers with robust social followings posting pictures of themselves in front of their billboard creative.

The path to purchase or action is no longer a linear journey but rather requires us navigating a complicated ecosystem; OOH speaks to consumers on that path who are able to activate a mobile purchase at any point on that journey.  Consumers are armed with real-time information at the tips of their fingertips along with a strong aversion to being advertised to, which means creative marketing solutions are needed more than ever before.

It is clear we must reevaluate the tools we have to measure channel “effectiveness.” Out-of-home cannot be blocked or skipped. It is measureable. Out-of-home can add valuable content and information to an environment.  It can reach those who consume less traditional media.  Out-of-home is digital, flexible, relevant and able to deliver the best message at the best time.

Source: mediavillage.com

 

Mr Tayto Campaign

Mr Tayto is feeling the heat and has decided to head off to the beach with the guns on show and crisps in tow.

To celebrate the hazy summer days, Tayto created an Out of Home special for the season based campaign, planned by Vizeum and Source OOH with creative from Insight Marketing and the special build by Eclipse Media.  The special, encapsulating the ‘Share the Summer with Tayto’ tagline, is a 2D model of Mr Tayto, his sun lounger and tropical palm trees, which are raised off the billboard to create the dimensional effect. The illuminated Golden Square on Cuffe Street creates a stunning night-time Out of Home advert as it casts a shadow on the 2D model.

The campaign is also running on dPods, 48 Sheets, 6 Sheets and Super Rears.

 

Source: pml.ie

 

An OOH Classic

Meteor ran their first ever OOH campaign in the 00’s which they have recently shared as a throwback with the upcoming rebranding to Eir.

Source: twitter.com (@PMLGroup)

 

Radio

JNLR: Q2 News from Around the Industry

JNLR figures published at the end of July show 3.1 million people – or 82% of the country – tune into the radio each day.

Topline facts:

  • 82% of people in Ireland listened to the radio yesterday
  • On average, they spend over 4 hours with radio every day
  • When it comes to any audio listening in Ireland, live radio rules with 87.6%. This compares to 8% of owned music and 3.2% to Spotify
  • Radio also dominates when compared with other media – 51% of all adults in Ireland used Social Media yesterday and just 40% read a national newspaper
  • 413,000 people in Ireland listened to radio via either a radio station App or the Irish Radioplayer in the last seven days
  • Irish radio’s digital platforms have over 8.1 million social connections

For more on the JNLR results, follow this link to the Choose Radio site for video, infographic and oodles of info on performance by saleshouse.

 

IBI Welcomes Independent Radio Stations Bill

The Independent Broadcasters of Ireland has welcomed the publication by Fianna Fail of draft broadcasting legislation as a major breakthrough in long overdue reform in Irish broadcasting.

The Independent Radio Stations Bill would support extra funding for programming with a local or regional focus.

The IBI, which represents Ireland’s 34 local, regional and national independent radio stations, says the proposed legislation acknowledges the public service role played by independent radio and takes steps to establish a new scheme to financially underpin this public service role with support from the TV license fee.

 

BAI Wants to Extend iRadio Contracts to 2019

The Broadcasting Authority of Ireland is intending to extend the terms of the two contracts held by iRadio – North West and North East and Midlands.

The regulator has published a Voluntary Disclosure Notice in order to allow any interested parties to make submissions if they object to or oppose the proposed extension of the current contract held by the station to 31st December 2019.

The BAI says it wants iRadio to be able to benefit from new, future legislation which would give the owners the flexibility to operate the two contracts as one station, as per the special permission given in 2010 and 2011.

In a statement, BAI says: “In these circumstances, the Authority considers that the award of a new broadcasting contract for the North West franchise area should be delayed for a period of some 24 months in order to ensure that the contract would be awarded in a manner consistent with the Authority’s new Broadcasting Services Strategy and its Licensing Plan for 2018/2019. To ensure the orderly continuation of broadcasting services in the intervening period, it is considered necessary for the Authority to extend the term of the current contract to 31 December 2019.”

The contracts provide the regional, youth-and-music-driven sound broadcasting service for a) the North West Region (serving the counties of Galway, Mayo, Longford, Roscommon, Sligo, Leitrim and Donegal) and b) the North East & Midlands Region (serving the counties Louth, Meath, Cavan, Monaghan, Kildare, Northeast Laois, Offaly and Westmeath).

 

98FM’s Big Slide Home Event Wins PRCA Award

The 98FM team together with Fleishmann Hillard took home a PRCA for Best PR for an Event for the Big Slide Home.

In July 2016, 98FM brought a 260ft waterslide to Dublin City Centre on Winetavern Street near Christchurch Cathedral. It was the first of its kind in the capital.

Through a strategic partnership with Fleischmann Hillard, the Big Slide Home secured significant media coverage and cut through. Over 3000 wristbands were distributed to consumers across Dublin city and county, which culminated in consumers taking 5,500 slides in 2 days.

The station says: “This is a great achievement for the combined team and partnership; the PRCAs are the beacon for best practice in Irish public relations and communications.”

98FM was the only radio station to win in the Public Relations Consultants Association awards for 2017.

Sources: radiotoday.ie, chooseradio.ie

                                                        

Digital

YouTube’s Fight Against Terror Is Still Buffering

Not long after their brand safety slip earlier this year, which saw global brands cut their digital ad spend dramatically over fears that their ads may be shown against undesirable content, Google’s YouTube was soon again under increasing pressure from political world leaders to intensify their efforts when it came to the removal of terror related content.

Taking into account that over 400 hours of content is added to the platform every minute, YouTube have had to improve their content screening process and have had to do it quickly. On Tuesday, the tech platform outlined the first of many steps they plan on taking in an enhanced effort to become more effective and efficient with the detection and removal of terror themed content.

One of these steps being the implementation of their improved machine learning technology, which so far has proven to be extremely impactful with YouTube stating that “Over 75 percent of the videos we've removed for violent extremism over the past month were taken down before receiving a single human flag.”

Along with improved machine learning technology, YouTube have also partnered with more than 15 NGOs - including the Anti-Defamation League, the No Hate Speech Movement and the Institute for Strategic Dialogue, with the aim that they will be able to layer on their "expert knowledge" around issues like hate speech, radicalization and terrorism which will further help YouTube identify and remove questionable content.

In addition to the above steps, YouTube have also introduced a ‘Redirect Method’ via their internal tech incubator - Jigsaw. This feature directs users who have actively searched for terror themed content to a playlist of "anti-terrorist videos that can change their minds about joining." The tech giant confirmed that previous trials of the program resulted in over half a million minutes of videos that debunk terrorist recruiting messages being viewed.

While the above initiatives are both promising and very much welcomed, there is still a long way to go for YouTube, and all global tech platforms, in their fight against terror.

Sources: fortune.com, youtube.googleblog.com, theguardian.com

 

Facebook Launches Ads in Messenger

Facebook have announced that they will soon be releasing Ads in Messenger. Facebook Messenger currently has over 1.2 billion monthly active users and 2 billion messages are exchanged every month.

This new placement will now show up similar to a page post and will appear in between conversations in a user’s Messenger app.

Current targeting options on Facebook will be supported in the new ad units, which are compatible with Traffic and Conversion objectives and will offer single image, carousel and video as media formats down the line.

Just recently Facebook announced they would offer mid-roll advert placement within their development of original content. Messenger is another element of Facebook’s suite of products that amplifies the levels of inventory advertisers have available on the platform.

Source: theverge.com

 

TV

June TV Viewership

In June there was a decline across all major audiences. Overall, Housekeepers with Children (HW+CH) saw the biggest slump on 2016 figures, falling 14%. Next was the young audiences, Adults 15-34 and Adults 25-44, which both saw a 12% decay. Broad Adults were the least impacted with a 3% drop, an improvement on the 5% fall from last month. Below is a summary of each audience by station:

 

 

RTE had a difficult June with particularly sharp declines in the young audiences. Ads 15-34 were down 29% and Ads 25-44 were down 25% YoY. This decline may not be as severe as it looks however, as RTE’s coverage of the Euros last June brought in a lot of younger viewers, so the year on year comparison is skewed. HW+CH fell 16% and Adults fell 9%. RTE remained a mainstay in the month’s top programming in June, with TV3 also making a few appearances.

TV3 also suffered from a lack of Euro fever in June, with Ads 25-44 declining 18% and Ads 15-34 falling 14%. The biggest drop off came on HW+CH however, at 18%, while Adults fell just 3%.

On TG4, HW+CH saw an upsurge of 32%, while Adults 25-44 increased by 12%. Broad Adults remained largely the same with a 1% increase on last year. Adults 15-34 was the only weak link in a strong month for TG4, as it fell 16% compared to June 2016.

After a poor May, Sky saw a relatively stable June in terms of impacts. HW+CH fell about 5%, however Ads 25-44 were unchanged, Ads 15-34 were up slightly and broad Adults were up 4%. C4 had a similar month to Sky with all audiences bar HW+CH seeing an increase on last year. Last month both Sky and C4 suffered hefty drop offs in ratings across most key demographics, however June seems to have come to the rescue and steady the satellite channels for now.

In NI, Britain’s Got Talent performed well on UTV against all audiences, particularly HW+CH which saw an increase of 6% in June. The other audiences all fell by double digits however. On C4 Ulster Adults increased by 7%, while HW+CH and Ads15-34 both took a dive of 6%. Ads25-44 escaped with a minor cut of 1%, but the overall picture in NI was of declining ratings.  

June Top Programming, by audience:

Adults

Station

TVR

RTE NEWS: NINE O'CLOCK

RTE1

15

CORONATION STREET

TV3

13

FAIR CITY

RTE1

13

WORLD CUP QUALIFIER 2018

RTE2

13

SUNDAY GAME LIVE

RTE1

12

RTE NEWS: SIX ONE

RTE1

12

PRIME TIME

RTE1

11

REDWATER

RTE1

11

CRIMECALL

RTE1

11

CHAMPIONS LEAGUE

RTE2

10

 

Ads 25-44

Station

TVR

WORLD CUP QUALIFIER 2018

RTE2

11

CHAMPIONS LEAGUE

RTE2

9

CORONATION STREET

TV3

9

ONE LOVE MANCHESTER

RTE2

8

SUNDAY GAME LIVE

RTE1

8

BRITAIN'S GOT TALENT

TV3

7

EMMERDALE

TV3

7

FAIR CITY

RTE1

7

RTE NEWS: NINE O'CLOCK

RTE1

6

NUACHT

RTE1

6

 

Hwvs+Ch

Station

TVR

CORONATION STREET

TV3

14

FAIR CITY

RTE1

11

ONE LOVE MANCHESTER

RTE2

10

WORLD CUP QUALIFIER 2018

RTE2

10

RTE NEWS: NINE O'CLOCK

RTE1

10

BRITAIN'S GOT TALENT

TV3

9

EMMERDALE

TV3

9

CHAMPIONS LEAGUE

RTE2

8

HOME

RTE1

8

SUNDAY GAME LIVE

RTE1

8

 

Ads 15-34

Station

TVR

WORLD CUP QUALIFIER 2018

RTE2

11

CHAMPIONS LEAGUE

RTE2

10

CORONATION STREET

TV3

9

ONE LOVE MANCHESTER

RTE2

9

SUNDAY GAME LIVE

RTE1

7

FAIR CITY

RTE1

7

BRITAIN'S GOT TALENT

TV3

6

CHAMPIONS LEAGUE

RTE2

6

EMMERDALE

TV3

6

NUACHT

RTE1

5

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