May 2017: Media and Marketing Review
Here's a look back on the media and marketing news over the last month.
Google to Launch a Host of New Features Including Attribution, Location Extensions and Machine Learning for Marketers
Google will be launching a new product, “Google Attribution”, to help marketers measure the impact of marketing across devices and channels in one place. Google Attribution will have a free version, as well as an enterprise version called Attribution 360.
Google is also launching “Promoted Places” and local inventory ads for retailers to promote special offers and show what’s in stock nearby. YouTube ads will also allow viewers to find a store via location extensions.
Google’s final launch, “Store Sales Measurement” might be something marketers have been searching for to close the loop from ad click to purchase. The product will allow marketers to measure in-store revenue in addition to the store visits sent by search and shopping ads.
Read more here.
IAB Helping the Industry Prevent Counterfeit Inventory with Ads.txt.
IAB have launched a program called ads.txt to tackle the issue of counterfeit inventory when buying ads programmatically. Currently, it is difficult for programmatic buyers to confirm the authenticity of the URLs they purchase, allowing counterfeiters to sell unauthorised inventory, resulting in media spend not going to the intended publisher.
Ads.txt aims to address this issue by allowing content publishers to declare who is authorised to sell their inventory, making it harder for counterfeiters to sell inventory across the programmatic ecosystem. This offers a simple solution to a problem that badly needed to be addressed by digital advertisers. The question is, how long will it take to roll out and make its way through the ecosystem? The sooner the better, we say.
Read more here.
The Time is Now for Real-Time Audio Ad Buying
Spotify have started testing real-time buying exchanges (programmatic buying) for their audio inventory. This comes off the back of a Nielsen study, which showed that 79% of audio is consumed when people are unable to be reached by visual media, e.g. while driving, exercising, showering, etc. This has spurred a renewed focus on audio media and increased demand for inventory on music-streaming platforms such as Spotify.
Offering programmatic buying is a smart move for Spotify as it will become the primary channel for buying digital audio in the not-too-distant future. It sets the service up for the long run by helping marketers reach the right audience at the right time.
Read more here.
The annual awareness campaign for the responsible and clean disposal of chewing gum led the way in cycle 10 on OOH. Gum Litter Taskforce took advantage of a large selection of OOH formats to launch the initiative for 2017. The familiar colourful designs could be seen on 48 Sheets, Citybox, iHubb and transport externals among many other formats. All in all, the display value at rate card for the campaign came to circa €450K for the 2-week cycle.
The second biggest campaign of cycle 10 was for Bulmers Original. The brand re-fresh campaign continued on OOH after an initial burst in an earlier cycle. A multi-format approach was planned out by Vizeum to bring the Bulmers Original’s new look to the street.
Two telecom campaigns, in the form of Vodafone Broadband and the launch of Samsung’s new Galaxy S8 phone, completed “The Big 5” for cycle 10.
The Tourism and Travel category had a strong OOH presence in April, as it was the highest spending category for cycles 8 and 9. The category accounted for 12.5% of the market share.
Retail Outlets was the 2nd biggest category in terms of display value at 12.2% SOV, with a variety of advertisers promoting their Easter offerings within the sector. Brands within the category include Tesco, (largest spender in the category), Aldi, IKEA, Specsavers and Arnott’s to name but a few.
Several advertisers within the Beer and Ciders category featured in the top advertiser list, with Diageo, C&C and Heineken all making it into the top ten. Diageo took the advertiser top spot with several OOH campaigns running concurrently in April. Hop House accounted for a large proportion of the spend to promote the beverage. Bulmer’s continued their brand re-positioning and their campaign had a strong presence in April.
John Clancy, Managing Director of Carat, Has Been Appointed the New Chairman of the JNRS (Joint National Readership Survey) Committee
Carat’s own John Clancy has been appointed Chairman of the JNRS. John is an experienced media professional with 15 years in the industry; he began his career in creative agency Irish International BBDO, before making the move into media with Mediavest shortly after. Since then, he has worked in a number of media agencies, including Mindshare, OMD and Zenith, most recently taking on the role of Managing Director here in Carat. He has experience across a wide variety of marketing categories including FMCG, alcohol, telcos, media and retail. His current areas of focus are client management, new business and staff development. He is a member of the Dentsu Aegis Network Ireland board and has guest lectured on advertising and media for various 3rd level courses. A massive congratulations to John from all in Carat.
Petition Launched to Take Radio Nova National
A campaign has been launched to convince the BAI to let Radio Nova go national.
The online petition, which has almost 900 signatures, was started a week ago by Phil Fagan from Dublin, who is unconnected with the station.
He says: “I believe the time has come to provide a broadcasting licence to Radio Nova to allow them to transmit across Ireland. There is a lack of specialist music and content available in certain areas of Ireland which Radio Nova provide to Dublin and its commuter belt”.
“With the shift in our national music stations targeting a younger audience, Radio Nova can provide a specialist service which has been ignored by our national broadcasters on our FM Network. Radio Nova should be available on FM Radio as far and wide as possible to provide a radio service across Ireland to an audience who have been forgotten in the market shift. Sign and share and make it happen!”
Kevin Brangan, CEO of Nova told RadioToday.ie: “We’re not behind this but we are aware of it. It’s a listener-led petition. We’ve made no secret of our desire to extend our broadcast area in recent years – and it’s great to see that so many people think it’s a good idea! Nova provides a unique rock music offering to Dublin and surrounding counties and, in fairness, the people around the country deserve to have a rock music service too.”
The petition is hosted at change.org and will be delivered to the Broadcasting Authority of Ireland.
Cabinet Approves Radio’s Levy Fee Reduction
The Independent Broadcasters of Ireland has welcomed the approval of the Cabinet to reduce the levy payable by independent radio stations to the Broadcasting Commission of Ireland.
The reduction will see the levy charged to Ireland’s independent radio stations reduced by up to 50%, a move which will have a significant impact on the local, regional and national independent radio stations.
John Purcell, Chairman of the IBI said, “The proposals accepted by Cabinet today show that Fine Gael and Independent Government Ministers have not only an understanding but also an appreciation of the valuable public service contribution of independent radio stations throughout the country. The reduction of the broadcasting levy is recognition of the importance of independent radio to the 2.5 million people who choose IBI radio stations as their station of choice on a daily basis.
The commitment to scrapping the burden of the broadcasting levy on independent radio stations was included in the Fine Gael election manifesto and confirmed by Minister for Communications Denis Naughten in February of this year when he announced plans to reduce the levy for all independent radio broadcasters.
WLR FM & Beat Help Students get into Radio
WLR FM and Beat, along with Waterford Institute of Technology, have completed a course for 18 students eager to get a foot in the door of radio.
The students completed the course in the last month, which provided an introduction to radio presenting & broadcasting. This 10 credit, level 6 course helps those who are eager to work within the broadcast industry.
Over the 12 weeks, students got to build skills in on-air reading and presenting. As part of the course, they were introduced to the operation of a commercial radio station and the role of broadcast journalists and presenters within it, and were introduced to and practiced the skills required, to work in the broadcast industry.
The course will be run again in Spring 2018.
RTÉ Dominates New York Radio Awards Shortlist
RTÉ has received 43 out of the 47 nominations in the New York Radio Awards handed out in Ireland.
Classic Hits 4FM and Newstalk are the only other stations making the shortlist – three for Newstalk and one for Classic Hits 4FM.
RTÉ is up for Best Online Station with RTÉjr Radio, Best Writing for a number of documentaries and Best Special Event for The Book Show.
Classic Hits 4FM’s nomination is for Best Regularly Scheduled Talk Programme with The Niall Boylan Show, whilst Newstalk is shortlisted for a number of documentaries.
The winners will be announced in New York at an awards gala on Monday evening, June 19, 2017.
Google Lens announced at I/O Conference
Google revealed its latest AI offering at the Google I/O developer conference this month. The Lens has already drawn comparisons to Google’s previous offering in Google Glass, but unlike the cost prohibitive nature of its earlier incarnation, the product will be available on smart phones, removing a major barrier to entry for day to day users.
Utilising a phone’s camera, it aims to help users better understand the world around them by offering insights, translations & suggestions based on what is being captured onscreen. During the conference attendees were shown three examples of how the product will work:
Point at everyday items like a flower to learn its exact name or find nearby flower shops.
Snap a friends Wi-Fi code to connect to their local network.
Point Google Lens at a shopfront to learn about its opening hours, ratings, contact information.
It can also be used alongside Google Assistant to plan your diary and to translate day to day items whilst on far flung journeys abroad. Users simply point to a sign tapping the Lens icon and say, “What does this say?” Google Assistant then translates the text.
No definitive date has been given for its release, but this re-released teaser from 2015 should drum up further interest.
April TV Viewership
On the back of a challenging few months in Q1, April proved no different as we continued to see a drop in all primary audiences year on year. The younger demographics, Adults 15-34 and Adults 25-44, both saw decreases of about -10% in ROI, while broad Adults fell -5%. We saw the biggest drop in Housekeepers with Kids, a -12% drop off compared to same period in 2016.
RTE saw a decrease in ratings across the board in April, unsurprisingly this was most evident in the young audiences which both dropped -13%. Adults were the least impacted audience, falling just -4% on last year, while Housekeepers with Kids took a significant -7% dip in ratings. In terms of programming for April, RTE’s usual suspects had strong performances – The Late Late Show, RTE News, Fair City, Mrs. Brown’s Boys, and Eastenders. Live sport performed well, with the Champions League Quarter Final between Barcelona and Juventus on 19th April having a 22% share of viewing on RTE 2. Whilst the Champion League was largely a male audience, during this time slot over on RTE 1 Fair City commanded a 35% share of viewing with a primarily female skewed audience. RTE had 9 of the top 10 programmes in April, with Coronation Street on TV3 being the only outside contender in the top 10.
TV3 also saw a decrease in ratings across all main audiences in April, Housekeepers with Kids experiencing the largest drop. Adults were down -3% and the young audiences were down -10% (15-34) and -8% (25-44) which is an improvement on the drop we saw in March. EastEnders and Coronation Street continue to be the heavy hitters on TV3, with live horse racing and Champions League coverage also bringing in some high rating spots. Britain’s Got Talent averages a 30% share of viewing in its peak spot on Saturdays against Housekeepers with Kids and almost a 25% share for the young audiences. Gogglebox and Ant and Dec’s Saturday Night Takeaway also continue to rate well.
TG4 saw a rise in impacts for Housekeepers with Kids and Ads 25-44, with the former up 18% year on year and the latter up 5%. Live GAA is where the highest ratings were found in April – with the Allianz Division One final between Kerry and Dublin being the highest rating spot with at least 5 ratings for all key audiences. This match had a 38% share of viewing against broad Adults, with a ratio of 38:62 between female and male viewers. Rugby added to the strong performance of live sport, in particular the Pro12 match between Connacht and Leinster which was the highest rating rugby match – 4 Adult ratings.
Sky Media had another tough month with impacts falling across all audiences, however the decline in young audiences is notably less extreme than last month. The Manchester Derby which aired on a Thursday evening did 2.6 ratings for Adults 25-44 and 2.5 ratings for Adults 15-34, which is a relatively strong result. Some of the non-sport top programming included Grey’s Anatomy, Modern Family and Geordie Shore which has returned to MTV.
In April, Sky launched ‘Now TV’ in Ireland – their latest television, film and live sport streaming service. This is an attempt to capitalize on the popularity of on-demand viewing, and put them in closer competition with premium platforms such as Netflix and Amazon Prime. Sky hope that this flexible option will appeal to people who are not interested in committing to traditional TV contracts. Like Netflix and Amazon Prime, a free trial is available for the entertainment and movies options, which excludes the Sky Sports channels – these cost extra and can be bought in a separate package. ‘Now TV’ has Sky-owned content including live sport, such as the Premier League and GAA Championship, along with movies, drama and entertainment.
C4 had another difficult month compared to April last year, however ratings fell at a lower rate than they did in March. Adults 25-44 and Housekeepers with Kids were the heaviest hit demographics, both falling by almost -20%. Adults 15-34 fell by -17%, and All Adults dropped -10%. Again, Gogglebox was the only notable programme, doing circa 2 ratings against the All Adult and Housekeepers with Kids audiences. C4 Ulster struggled in April too, seeing steep declines in ratings across all audiences. Adults 15-34 fell -27% which is the sharpest recession year on year across all the stations. Housekeepers with Kids and Adults didn’t fare much better, coming in at -23% and -17% respectively.
Despite the slight year on year improvement on UTV NI last month, the downward trend resumed in April with ratings down on all audiences except Housekeepers with Kids, which was up almost 3%. Adults and the young audiences were all slightly down on 2016 figures.