March 2016: Media and Marketing Update
Here's a look back on the media and marketing news over the last month.
Snapchat’s On-Demand Geofilters Offer New Branding Opportunities
The launch and roll out of Snapchat’s On-Demand Geofilters over the past month is being touted as a cost effective approach to branding. The new service, which is currently available in Canada, U.S. and U.K., is being rolled out across Europe in the coming months.
Unlike the blanket branded lenses currently on offer by Snapchat, these Geofilters will allow businesses and brands to design, map & purchase their own Geofilters within one day from Snapchat and target specific locations or events at set times. This new product means brands could potentially target sports and music events, public spaces, or even visitors to their head offices in short bursts or flashes for up to 30 days.
Current costs for the On-Demand Geofilters start for as little as $5 in the U.S. for small business, with costs varying according to the size of the location mapped and the campaign length. These “flash filters” could be the digital equivalent to the Flash Mobs craze of the last few years.
- Gerard Keenan
The Year of the Mobile?
Did you know that 75% of the population use the Internet at least once a day - 1 in 5 admit to accessing the Internet every waking hour*? Think about your own usage - not just for social use, but for checking the DART times, for location your favourite hairdressers telephone number, for finding out how you really do make that meal from scratch. The below infographic** shoes how our online habits is broken down with over half of users logging through the day.
Arguably, “the year of the mobile” is the most overused phrase in advertising. But is the mobile takeover finally happening? According to a recent study, mobile ad spend is now at 41% of total digital spend. With total digital spend for 2015 at an estimated €340 million, this equates to €4 in every €10 spent on mobile***.
The year on year growth for mobile ad spend for 2015 is 78% putting its value at €141m in 2015. Retailers top the share of spend at 18% with Finance at 13%, Telecoms at 12% and FMCG at 11% falling in line behind.
Cross platform native advertising at €45m is 33% of total digital display for 2015. This is the first year that IAB Ireland has broken out native as a sub-category of Display Advertising reflecting the global growth of Native Advertising. As one of the key players in content advertising, EVOKE.ie recently commissioned Amárach Research to conduct a study on Irish women’s smartphone use. They found that:
71% of female 25-34 year olds are buying clothes through their mobile.
73% of them have their phone with them at all times at home
38% of women are using Snapchat and 42% Instagram and 41% Pinterest
With online usage via smartphones in Ireland at 30% more than the EU average (25% more than UK), online planners cannot overlook the importance of including mobile on media plans. To do this, we need to allow more of our budgets to digital. However, we must remain creative in our format choices in order for consumers to remain engaged with our advertisements and not just looking for the ‘X’. We need to think outside the Facebook box, when it comes to social media and investigate new and innovative ideas on SnapChat, Twitter, Instagram, LinkedIn and other platforms that emerge in this year of the mobile.
- Aisling Foster
*eir Connected Living Survey November 2015
**RED C poll 2015
*** IAB Ireland PwC Online Ad-spend Study for 2015 (Jan to Dec)
Carat's Ciara Harrison wins the Irish Young Lions Competition
We are delighted and proud to announce that our very own Social Media & Content Manager Ciara Harrison has won the Cyber Category for the Irish Young Lions Competition along with Johanna Molloy from Vocal. They will compete at the Cannes Lions International Festival of Creativity in June.
Young people working in ad agencies were asked to respond with a campaign for 2016 charity partner Peter McVerry Trust. With the support of the Institute of Advertising Practitioners Ireland (IAPI) and their sponsors Google, Shuttershock and Wide Eye Media, Ireland will have three Young Lions teams, six young professionals, competing against the best young advertising talent in the world. This is the largest number of young creatives Ireland will have competing at Cannes Young Lions to date.
The winning teams from the three categories are:
Cyber: Ciara Harrison from Carat and Johanna Molloy from Vocal.
Media: David Thompson and David Wright from Starcom.
Film Young Lions : Laura Halpin and Ronan Jennings from Havas Worldwide Dublin.
Tania Banotti, CEO of IAPI said; “The winning teams stood out for their creative insight, the presentation of their strategy and the rationale behind their campaigns. IAPI is delighted and excited for them all. We’ll be working with them between now and June with presentation skills training and giving them sample campaigns to work on to ensure they’re match fit when competing against the best young adverting talent worldwide.”
Francis Doherty, Communications and Advocacy Manager at Peter McVerry Trust concluded; “Peter McVerry Trust was delighted with the quality and innovative nature of the proposals submitted across all three categories. We’d like to thank IAPI for providing us with opportunity to benefit from this competition which will undoubtedly strengthen our core goal of tackling homelessness in Ireland.”