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  • Best Practice VoC Customer Learnings - AdWorld.ie
    Voice of the Customer programme that we have learnt while implementing programmes for clients such as Aer Lingus Take Your Time A comprehensive VoC survey can get pretty complicated so time taken at the set up stage pays huge dividends down the line In particular understanding the hierarchy that you will want to report and interview at is crucial Data in your online dashboards is built from the bottom up So it is important to understand how the data will be disseminated across the business before you start interviewing Keep it Simple While it is tempting to keep adding in more and more questions to your survey this really isn t the best approach Voice of the Customer surveys rely on the good will of your customers in responding to your surveys so don t annoy them by asking questions that simply are not that important You will learn far more by keeping surveys short and getting a greater response that can be analysed across interactions and moments of truth Walk before you Run Implementation is best conducted on a staged approach to make sure that you can manage the volume of data the internal demand and the follow up process with customers Introduce new silos of surveys one at a time to keep the process clear design and deliver real time dashboards once you really know what you want to see in them after analysing initial data and likewise develop response route for closing the loop once you have seen how many cases will be coming down the line The worst thing a company can do is say they will follow up on poor service only for them to fail to do so Employ Experts The volume of surveys completed can seem daunting for Aer Lingus we have seen

    Original URL path: http://www.adworld.ie/2015/09/23/best-practice-voc-customer-learnings/ (2016-02-09)
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  • Back on Track - AdWorld.ie
    RTE will also be forced to react As share of viewing for some of its audiences falls below 25 for the first time it needs to fight harder to keep its place on campaign schedules While Love Hate and Charlie may steal the headlines balancing a public service remit with commercial success remains a difficult task With the battle for viewers raging and streaming services such as Netflix knocking on the door this is going to be the most interesting year yet Media journalists are already having a field day 01 MULTI PLATFORM AV SOLUTIONS 2015 is the year of choice Advertisers have over 60 linear TV channels to choose from Each broadcaster has VOD solutions YouTube now delivers 81 monthly reach 2015 will be the breakout year for multi platform multi format campaigns TV spots are no longer enough IMPLICATION With 16 of TV viewing delivered on devices outside the TV set advertisers must embrace multi platform campaigns to reach all viewers By engaging with broadcast partners preferential 360 degree campaigns can be delivered Not only does a multiplatform campaign increase reach it also drives higher ROI Analysis from an eMarketer report in 2013 found a 17 increase in sales response when a viewer was exposed to both TV and digital communications Similarly a 2014 report by AOL found that intent was 60 among those who viewed on any two screens and only 45 among those who viewed on one The most effective multi platform campaigns are those that do not conflict with each other and work together to create a cohesive and seamless brand experience for the consumer By investing in partnerships with broadcasters clients can achieve this unified messaging and ensure long term value in the face of uncertain trading conditions 02 PRECISION MARKETING On a daily basis 96 of adults claim to watch some form of television content So while TV continues to offer the highest daily and weekly reach of any medium in Ireland wastage concerns many advertisers when planning activity With the launch of Sky AdSmart in Northern Ireland and new planning resources in the South advertisers can now target the audience they need not just based on traditional audience breakdowns of demographics but also by lifestyle or brand targeting IMPLICATION The cost savings of precision marketing are significant but this will require a change in the television pricing model The cost per thousand CPT method of reaching viewers will eventually become redundant as television campaigns become served and core targeting of niche audiences becomes available Using software such as TGI Fusion it is now possible to deliver bespoke audiences that target beyond traditional planning audiences The CPT of delivering 1 000 Burger King consumers for McDonald s may be high but the ultra targeted nature of the campaign means there is little wastage However the real gains for clients are in return on investment The ROI from TV is rock solid and continues to grow When Sky AdSmart rolls out across the Republic of Ireland in early 2016 precision marketing will allow data driven viewing to be aligned with sales 03 THE DISAPPEARING TV SET By the end of 2014 over 12 of Adults aged 25 34 in Ireland did not have access to a TV set at home Yet we know overall consumption of television content across all devices increased by 16 in the same year This will grow to 20 of all viewing by the end of 2015 So if large cohorts of TV viewers are still watching content but don t own TV sets how can dvertisers continue to reach these viewers in the face of the changing audio visual environment IMPLICATION In 2014 Core Media invested in CoreCast to transform the way TV is planned Advertising s reach for combined TV and VOD campaigns can be measured and quantified We can demonstrate that an optimised campaign using TV and VOD can deliver up to six points of additional reach for the same cost as a TV only campaign Not only does VOD reach unique viewers it can deliver these viewers at a beneficial price point CoreCast has provided us with additional insights into the new online TV viewer We have seen that although most online viewing is done during the week click through rates peak at weekends Broadcaster VOD delivers a higher return on investment than other VOD platforms Furthermore VOD delivers a tenfold increase in click throughs compared to traditional online display advertising We can now be certain that VOD offers and will continue to offer greater opportunity accountability and efficiency for clients NEWS MEDIA 2014 was a mixed year for news media In the print sector circulations declined by 6 5 and the continued pressure on advertising revenues contributed to the unfortunate closure of Metro Herald However this news masks the early signs of recovery for some titles The broadsheet quality market revenue stabilised for the first time in over six years driven primarily by property recruitment However there is a two speed recovery emerging as 2014 proved to be the most difficult year to date for red tops We expect this pattern to continue in 2015 On the other hand online revenues for news media are storming ahead Across the island they grew by over a third in 2014 and we expect further significant growth this year The industry s trade body the National Newspapers of Ireland NNI has been given a shot in the arm with the arrival last year of Dara McMahon as Co Ordinating Director and Vincent Crowley as Chairman We are expecting energetic future focused initiatives in 2015 from this new team The NNI will relaunch itself in Q1 as News Brands Ireland This is a progressive step With these positive developments it is time for the key players to paint a clear and exciting vision for their brands Each publisher should be working on a 2020 vision which states what kind of business it wants to be in five years This is important to ensure the right strategic decisions are taken now The leading businesses in 2020 will be the ones who showed some bravery and ambition today Last year at a talk in Harvard the editor of the Boston Globe Brian McGrory was asked what the future held for news brands His response was I have absolutely no idea Anyone who tells you they know is either lying to themselves or lying to you or lying to everyone around them It s time that publishers stopped using this kind of rhetoric and started inventing the future News brands should look beyond their core product when shaping their vision To really thrive in the digital world of 2020 they will need to build a content offering that goes way beyond pure news A diversified offering will be required to persuade consumers to pay for content in large numbers Inspiration should be drawn from companies like Amazon and Netflix 15 years ago Amazon only sold books and Netflix just sent DVDs to customers in the post Last month they both won Golden Globes Now that s vision 01 CREATIVE OPPORTUNITY In a modern media world of innovation and dynamism ad agencies are not making full use of the print platform to showcase ground breaking work Editorial shackles and creative agency indifference have all led to portrait vs landscape being the most inventive decision made Times are changing and financial constraints have led publishers to be more open to innovation An opportunity exists for brands with vision to take advantage of this new market dynamic The Sunday World Irish Daily Star amongst others are leading the charge by encouraging media and creative agencies alike to embrace the creativity that press can deliver Their Outside the Box creative roadshow was an excellent initiative to showcase innovation to both media and creative agencies IMPLICATION In a world of clutter attention is a scarce and valuable commodity In these conditions we need to think more creatively about how our messages are delivered This requires a reset of the creative development process where greater priority is given to print ads We should dream a little and flex the medium to its maximum There are lessons news media can learn from the out of home sector It has similar challenges to newspapers but it tends to attract more innovation from agencies Food for thought 02 JNRS WHERE TO NOW News media spend over 400 000 annually on the Joint National Readership Survey This study has been steadily losing confidence with advertisers because of the way readership is reported by media owners They focus on the Average Issue Readership figure This includes anyone who has read or looked at the publication and it suggests that on average there are 4 5 readers of each newspaper sold in the Republic of Ireland which is not credible We believe that the less publicised Almost Always figure better reflects the health of a title s readership Because of these concerns agencies are favouring the actual number of copies sold as the primary benchmark Coverage and frequency analysis is also important however you could argue that coverage within a single medium is losing its relevance and what advertisers really need is the ability to measure the cumulative effect of multiple media In its absence media planners are using the more popular wider reaching but far less robust Target Group Index TGI survey to select the combination of titles to deliver campaign objectives IMPLICATION We believe that the industry should review the structure and methodology of the JNRS and either reinvent it or investigate the possibility of investing in a joint venture with TGI to bolster the robustness and scope of that survey whilst giving a more meaningful result 03 THE LAND OF THE FREE It is inevitable that all news brands will charge consumers for their online content at some stage they will have to Therefore rather than asking whether they should charge for online access they should be asking what do we need to do with our online product to make consumers happy to pay for it Consumers have shown they are willing to pay for content the growth of Spotify and Netflix are recent examples of this It is particularly true of under 35s who are twice as likely to pay for online content they value Source McKinsey 2011 IMPLICATION The Irish Times will be launching a metered paywall on Feb 23rd the first national daily title to do so INM had similar plans for independent ie in 2013 but decided to put them on hold and focused instead on investing in diversified content that delivers an audience of interest to advertisers Its digital first strategy paved the way for richer news experiences in the form of live polling and stronger video content through its in house studio investment For paywalls to succeed consumers need to experience more than just online news Publishers need to go further still by investing in digital storytelling tools and rich multi media experiences beyond news They must start competing with TV broadcasters in their video storytelling prowess ONLINE As other media sectors began to turn the corner in 2014 online continued to drive forward Only ten years ago digital was 1 of the market today it is approaching 30 in the Republic of Ireland although it has yet to reach the tipping point in Northern Ireland with a share of just 13 In 2015 online will become the largest medium in the Republic surpassing TV for the first time This growth is due to an increased understanding of the medium but there is still a lot to learn leveraging the power of data insight is only really beginning but its potential marks the start of a new and exciting chapter in our industry Building on this is the rise of DMPs Data Management Platforms which fuse together 1 st party data collected through direct relationships with consumers with 3rd party data broad information acquired from a multitude of outside sources These platforms drive greater targeting capabilities and reduced wastage by facilitating multiple messages being served to multiple target audiences based on cross referenced data proof points Speaking of data IAPI Nielsen s joint project to improve the measurement of online ad spend in the Republic was a progressive step in 2014 However we only have visibility of 55 of display spend Furthermore no search or classified advertising information is measured Therefore the recorded data only represents 19 of total online ad spend a lot done more to do On the topic of VOD Video on Demand we need to realise that online consumption differs greatly from linear TV Unless your commercial is epic never use ads longer than 20 seconds In a lean forward experience such as watching video content online 30 seconds of pure advertising is an ocean of time for which consumers will not thank you Less is more you should insist on a maximum length of 20 seconds for desktop video 10 seconds for mobile Also make sure that you frequency cap your campaigns consumers get violently irritated by having to repeatedly watch the same ads online over and over again In the social space there was quite a shift in the benefits of the Facebook platform Since this trailblazer came on the scene in 2008 it has offered brands an effective platform to build reach audiences for free Throughout 2014 the number of Facebook users seeing brand posts has fallen This decrease in organic reach has meant brands now have to pay to reach this audience This has made Facebook s shareholders happy but advertisers feeling bitter 01 AD VIEWABILITY In a recent poll in the US 63 of online publishers selected ad viewability as the top challenge facing the industry source 614 Group AdMonsters The same view is being expressed in this market Ad viewability is not an issue confined to online Many ads in other media are never viewed but online is the first medium for which accurate data is available Therefore it is understandable why the viewability debate centres on this medium There are many possible reasons why online ads cannot be viewed but the key issue is whether an ad can actually be seen in the viewable portion of a page a page might load but if the audience never scrolls down they will not see the ads served at the bottom IMPLICATION The lack of urgency regarding this issue is frustrating While publishers recognise a problem exists almost 70 of those polled in the US survey stated they do not believe high viewability will be achieved by the end of 2015 The industry must tackle this issue head on Explanations of why 100 viewability is not possible should be replaced by commitments to address the problem The IAB Internet Advertising Bureau says that 100 viewability measurement is not yet possible because of the different types of ad units vendors and measurement methodologies It says that the industry should aim to have campaigns meet 70 viewability This must be challenged 02 THE CREATIVE MEDIA BLUR While the decoupling of creative and media agencies in the 1990s brought a focus to media that was badly needed the growth of digital has identified a flaw in this model The interdependency between digital media the message has never been more important A fusion of skills is imperative to deliver optimum campaign effectiveness and business success for brands However this is not easy many media practitioners believe that ad agency creatives think that media science has no place in the creative process This absence of integrated thinking is harmful particularly for digital campaigns where the creative and media functions should be inextricably linked IMPLICATION The pendulum is swinging back towards agencies that can deliver a fully integrated media and creative offering Media agencies have started to invest in art directors copywriters and creative technologists to ensure that digital activity is fully optimised We recognised the need to invest in our own creative resource in 2014 we now have a full creative team of eight led by our recently appointed Creative Director David Howlett Together with our media specialists this team creates engaging and highly effective communications material for our clients that deliver improved results Twenty years after the demise of the full service agency model we appear to have come full circle 03 MOBILE Many sites now have more traffic coming from mobile devices than desktop In fact mobile platforms accounted for almost 50 of total time spent on digital media in 2014 Core Media estimate and this will only increase In spite of this many brands still talk about digital first strategies when they should always be planning from a mobile first perspective While mobile is often referred to as the second screen the truth is that smartphones are really the first screen among connected consumers According to a recent study conducted by Nielsen half of consumers believe mobile is the most important resource in their purchase decision making and more than a third said they used mobile exclusively Added to this we have seen Google Facebook completely pivot their businesses to be truly mobile first and they are winning But still many marketers do not place mobile in pole position when designing their digital infrastructure and campaigns IMPLICATION Mobile first must be the mantra for all marketers If you regard mobile as the second screen you will cede market share to brands who understand the connected consumer better Challenge yourself and your organisation to bring mobile to the front of all marketing thinking This is not a nice to do it is a must do And remember it won t be long before the mobile first mantra will become mobile only RADIO Radio needs to be rebooted The industry has been focused on consolidating sales teams rather than exciting listeners Music radio s preoccupation with losing listeners has led stations to play the same popular songs repeatedly and offer less variety than ever Whilst programmers will show you sound data to support this practice it is symptomatic of the repetition that has come to epitomise the radio product in this country Radio has become safe and generic Eventually somebody somewhere will disrupt this model and re invent it but the radio industry is poor at innovation real innovation that challenges the norms This must change in an age when personalisation is the name of the game and share of ear is being challenged by the rise of Spotify To boost the relevance of radio in the digital world stations are dabbling in video to enhance their audio content but in practically all cases in Ireland this strategy has lacked conviction and commitment so far In the UK BBC Radio 1 has taken this opportunity seriously by creating a visualisation department which has a team of people producing video content A performance studio has been created to make stunning live videos for YouTube The main Radio 1 studio has been reinvented to look amazing on video and be ultra easy for the presenters to record live video interviews Two prominent YouTubers were hired not to make videos but to produce a radio show BBC may not have all the answers but it is trying pushing and moving forward The lack of dynamism in the industry is reflected in the level of demand particularly in the Republic of Ireland where ad spend increased by just 1 last year Northern Ireland fared better with an increase of 3 2015 will see similar growth in the North but only 2 increase in the South Radio is also burdened with recall based audience research which is a poor way of measuring consumption in an age where steering wheel controls mean that a listener can cycle through countless stations on even the shortest commutes It is not credible that such a listener could accurately recall and more importantly distinguish between the stations he she is consuming Radio is certainly in need of visionaries to create new formats produce daring content and drive industry change As the so called golden age of television has shown if you invest in and unshackle amazing talent you can change the way audiences consume your medium 01 GRABBING AN UNFAIR SHARE The author and futurist William Gibson famously said The future is already here it s just not evenly distributed Nothing could more accurately describe the state of Irish media where digital is now taking the largest share of media budgets at the expense of traditional media Looking to the UK we can see a clearer view of this future where digital has swapped places with the likes of press outdoor and of course radio while television has remained constant TV has weathered the storm better than other traditional media and has done so by proving that it works well with online media A number of major studies have shown that a symbiotic relationship exists with television creating demand that digital fulfils IMPLICATION Despite our many similarities with the UK there are also some stark differences Radio has been a proven driver of demand in Ireland for many years Direct Response DR radio often outperforms DR TV Despite being encumbered by terms and conditions for certain categories it has consistently driven response However one similarity that does exist is the perception that TV works best with online media This is helping future proof TV while jeopardising radio Now is the time for the radio industry to commission major research proving its efficacy at driving online sales and showing that radio delivers for brands in a digital world The future is here this research would help radio grab its share 02 AT A CROSS ROADS Media in Ireland stands at a crossroads The industry is currently engaged in a detailed examination of the benefits of carrying out crossmedia research For the first time advertisers media owners and agencies could properly see the combined reach of different media and stations allowing them to understand the true value of each part of their media plan This is a significant opportunity for the radio industry In the UK cross media research Touchpoints showed that the impact of radio had been much understated The study showed the power of radio and made a compelling argument for it to be on the majority of brands schedules IMPLICATION Radio should seize the day and lead the way on cross media research in Ireland While it will benefit the whole advertising industry the experience across the water shows that radio stands to do well from the research With the levels of listenership in Ireland a cross media project should prove to advertisers that the medium can help them reach their audiences more effectively than had been thought For the industry it could become a potent tool showing a traditional medium thriving in a modern environment through the latest in research 03 WHAT S IN A NAME Radio groups spent 2014 trying to woo different stations to jump ship and join their respective groups Media Central added iRadio Spin SW and Red FM from IRS as well as Beat FM from UTV Radio while UTV recovered ground adding WLR from IRS In December RTE radio went one better as Ray D Arcy came home as he put it and re joined the mother ship The man who began surrounded by Zig Zag returned from Today FM where he was surrounded by 221 000 loyal listeners leaving a hole in the Today FM schedule IMPLICATION Since Pat Kenny s move to Newstalk from Radio 1 he has grown his Newstalk time slot by 87 000 listeners an impressive 155 increase Ray D Arcy would only have to grow his new show s listeners by a mere 12 for it to overtake his old one in terms of total listeners It s an unfortunate development for Today FM as D Arcy was the station s most popular show While station management has a good track record of nurturing new talent these are very big shoes for the aspiring Anton Savage to fill For advertisers change brings opportunities Volkswagen has already jumped on board with the new programme backing the decision to bring D Arcy on board Toyota has renewed its sponsorship with Today FM giving a sign of faith for the new man Today FM will be hoping he delivers OUT OF HOME As we look at the year ahead the out of home OOH sector has every right to feel optimistic We expect spend to grow by 7 this year in the Republic of Ireland on top of 6 growth in 2014 Growth in Northern Ireland will be lower at 3 This sustained comeback will be driven by extra investment in existing plant and the explosion of digital screens With a programme to develop more units and locations we expect digital out of home to increase its share of total OOH spend across the island from 9 last year to 12 in 2015 More illumination and more HD posters will also play their part in boosting interest in the sector It s not all good news though looming on the horizon is the very real threat of legislation to restrict the use of OOH by alcohol brands in the Republic Alcohol currently accounts for 8 of spend in the medium This is unlikely to come into effect before 2018 but the sector needs to start attracting new revenue now to minimise the inevitable shock to the system Looking at the industry infrastructure it must be said that the stalwart 48 sheet format is looking tired Next to newer formats like Metropoles it is definitely showing its age While JCDecaux among others will try to prolong its lifespan with HD printing and universal illumination it must be prioritised for conversion to digital at the earliest opportunity Elsewhere thriving formats will embrace technology and innovation Exterion is already seeing the benefits of its investment in the CIE network We believe JCDecaux will exploit some of its current contracts to invest in more digital screens in retail centres The company is also expected to launch a long awaited digital network in Tesco stores Clear Channel Ireland will also increase investment in its bus shelter network replacing some of the older Adshel shelters with more modern marquee units The challenge for Adshel is to increase illumination in its plant We may also finally see some digital 6 sheets on our streets later in 2015 In addition to being a great showcase for brands by embracing technology the OOH medium is increasingly becoming a medium of personalised and interactive communications 2015 will see OOH leave behind many of the criticisms levelled at it in the past All it took was the greatest recession in history There are lessons in here for other media particularly news brands 01 PAPER TO PIXELS 2014 was finally the year that digital out of home took hold We saw the expansion of digital screens into transport hubs cinemas bars and pharmacies and further investment in shopping malls with the introduction by JCDecaux of its next generation iVision screens This year we will also see the introduction of digital advertising on bridges in Dublin in Q4 Up to six advertisers may be allowed in each commercial loop Strictly no animation will be allowed The first large digital panel to hit the streets in Cork is also expected later this year IMPLICATION OOH is now much more than a brand awareness medium It is finally moving beyond static and one way messaging It can enable a two way engagement between consumer and message through technologies including touch screens near field communications NFC tags QR codes hashtags and iBeacons Clear Channel Ireland now has over 2 500 bus shelters across the island equipped with NFC tags while Visualise has introduced the technology to its shopping trolley portfolio OOH is becoming a content springboard where we can use the sites to create engagement interaction and amplification This allows for a deeper brand experience and coverage beyond the exposed audience In addition face recognition technology will advance to enable advertisers serve targeted messages to specific audiences We expect this to be a realistic option in Q4 this year 02 ALWAYS ON While it is technically accurate to say that the out of home medium has always been always on few advertisers embrace it as such Now it is possible to make that a real option and as a result open up a new range of advertising opportunities Digital OOH will become a real time advertising medium later this year We currently have day part and day of week opportunities We now expect real time opportunities which will provide the ability to automatically activate and update the advertising message using live data and content With smartphone penetration increasing at such a fast pace and with Wi Fi access becoming more freely available on public transport in public areas in restaurants and pubs there is an emerging natural fit between the OOH world and the online world IMPLICATION Media owners should live up to the always on promise and move away from the five day working week to a seven day working week This would eliminate frustrating posting calendars and provide a scenario where damaged posters would be repaired in real time instead of three working days The digital OOH sector will require a robust audience measurement system the existing Joint National Outdoor Research is not geared to measure this type of format As digital reaches critical mass it will be essential for audience research to keep pace with the medium s growth 03 LOVE ME TENDER Two vital contracts will be reviewed in 2015 The Luas advertising contract held by JCDecaux since its launch in 2004 will be retendered with a particular emphasis this time on the introduction of digital screens Also the bus shelter contract currently held by Clear Channel under the Adshel brand will be reviewed later this year in both the Republic of Ireland and Northern Ireland Adshel manages the largest number of outdoor panels in the industry with approximately 4 200 displays located in the South and 1 900 in the North IMPLICATION If either of these contracts moves it will mean a complete re drawing of the OOH industry JCDecaux regarded as one of the most dynamic global operators suffered a shock defeat in the CIE tender two years ago It also handles the prestigious but costly Dublin Bike Scheme If it loses the Luas tender it will need to reconsider its strategy for Ireland Similarly if Clear Channel does not retain the bus shelter contract it is hard to see how it could maintain a business in Ireland Internationally Clear Channel is eager to sell its OOH operation outside the USA While the weakened euro may have delayed this process if JCDecaux or Exterion Media can muster up the 3 billion required we could have a completely different landscape next year One thing is clear whoever wins or loses advertisers will benefit The successful tenderers will pump huge investment into the medium CINEMA Cinema is on a strong footing and poised for growth this year Ad spend is expected to increase beyond the global forecast of 3 by achieving 6 growth in the Republic of Ireland and 5 in Northern Ireland From both a technology and content point of view the medium is in a good place Like so much of our lives movies have been digitised Going to see a film now means going to see a collection of ones and zeroes projected from a server rather than a 35mm film print The impressive conversion of all screens to digital last year has catapulted the medium into the modern era faster than expected However it has not seen the full benefit of this switch from a commercial point of view due to the economic climate and inertia from agencies For advertisers the investment in digital has brought lower production costs and has enabled us to target audiences by movie showing by cinema site and by day of week This is a far cry from the days of 35mm film when it was costly and inflexible There are high expectations of audience growth this year due to the strong pipeline of movie releases The new Bond movie Spectre and Star Wars Episode VII The Force Awakens are the most anticipated but there are many other movies lined up including Avengers Age of Ultron Jurassic World Mission Impossible 5 Terminator Genisys Mad Max Fury Road and the final Hunger Games film Even Seth MacFarlane s foul mouthed bear Ted is back Pixar will also be releasing Inside Out which promises to be its most striking movie since Up Despite the positive outlook it will not be plain sailing for the medium in the longer term The overall quality of the movie product has been diminishing in recent years The current studio system is extremely risk averse as a result the level of sequels remakes or comic book adaptations has ballooned as can be seen from the above list TV has overtaken cinema as the home of quality characterdriven drama and many believe that television now provides a more creative environment for actors to work in than film Added to this the production quality of TV series is now virtually indistinguishable from cinema content HBO in recent weeks became the first television network to feature its programming in IMAX theatres showing two episodes from season four of Game of Thrones Hollywood is in danger of playing a short term game if it is happy to cede this territory to HBO Netflix Amazon and others 01OVER LOOKED MEDIUM Cinema advertising only accounts for 1 of total media spend across this island Its reach is far smaller than TV but both media work very well together According to research from Millward Brown What does cinema advertising add 2009 the recall of ads that appear in both media is significantly higher than ads that appear on television only Research from Hall Partners last year also claims that cinema goers are twice as likely to recall ads they see in the cinema In the pre digital era cinema was inflexible and somewhat inaccessible to advertisers due to the long lead times and high production costs Now however these costs have been slashed and it is possible to book ads which once required at least a month to turn around in less than a week IMPLICATION Cinema should be an automatic choice to support TV campaigns targeting young adults It is the norm for television channels with relatively small audiences such as MTV or Discovery to be included in TV campaigns yet cinema is regularly excluded This doesn t make sense The only factor that needs separate consideration for cinema is the creative Cinema goers arrive with the expectation of being entertained advertising that falls short is unlikely to be well received Whilst this is an important consideration for the media planner it would be a poor reflection on our industry if this continues to be a regular reason to exclude the medium 02 DIGITAL POSTERS The onward march of digital out of home posters has made its way into cinema foyers At the time of writing 34 digital units are being installed in key locations in the Republic of Ireland Each of these units has a 55 inch screen that displays full motion advertising in high definition The full network will be operational by the first week in March IMPLICATION This new format offers advertisers the ability to extend their out of home campaigns into this environment or to augment their on screen cinema activity Digital displays of this kind should be used to intensify the impact of a campaign by playing with digital motion without using a TV style approach In fact these screens should never be used to show an adapted TV commercial they

    Original URL path: http://www.adworld.ie/2015/09/23/back-on-track/ (2016-02-09)
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  • DMI to Create 34 New Jobs - AdWorld.ie
    R Ian Dodson Founder and Director of the DMI Ken Fitzpatrick DMI CEO and Anthony Quigley DMI Founder and Director The Digital Marketing Institute DMI has announced that it is to hire 34 new staff this year across sales operations and marketing The company which was founded in 2008 by Ian Dodson and Anthony Quigley has grown from 20 employees in 2013 to 47 today The latest jobs announcement is the result of continuing strong international growth which saw 86 growth in revenue across its core business in 2015 Turnover has trebled in the past three years The DMI produces the most widely taught digital marketing certification in the world with over 12 500 students and 70 partner institutions teaching its programmes from Diploma to Masters level Courses are delivered through a global network of education partner institutions in workplaces via corporate clients and directly via online learning After founding the company in 2008 to provide digital marketing courses in Ireland we discovered that the gap in the market for digital certification was a global one said Ian Dodson co founder and director of the Digital Marketing Institute We are expanding at such a fast pace because the global skills shortage in digital is acute and we have produced an industry validated standard that is replicable across international markets Having developed our business model successfully over the past number of years we are in a phase of rapid expansion continued Ian Dodson We have a great team and now need to add more of the right people in sales operations and marketing We are recruiting actively at this very moment for roles in all of these areas SHARE Facebook Twitter tweet AdWorld RELATED ARTICLES MORE FROM AUTHOR Abi Moran Appointed MD of Target McConnells Huskies Becomes First Irish Agency to

    Original URL path: http://www.adworld.ie/2016/01/22/dmi-create-34-new-jobs/ (2016-02-09)
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  • Data & Digital Skills to Dominate in 2016 Says Stoney - AdWorld.ie
    the marketing recruitment and customer talent firm Alternatives Group They are also likely to be the best remunerated skills she says According to Stoney people with analytical data skills to extract insight from customer data that will better inform sales and marketing teams and help with more relevant and effective communications and ultimately drive profits and growth will be big in demand She also points out that those with customer experience skills particularly those with experience in mapping the customer journey through a maze of multi channel touch points that provide a consistent quality experience for customers will also be top of many recruiters job specs while those with technical and marketing skills that are designed around customer insights and requirements should also do well She points out that the biggest issue facing the recruitment industry at the moment is direct recruitment via online sources like LinkedIn There s a common mis perception that LinkedIn now negates the necessity to engage with recruitment agencies I believe that s misleading as LinkedIn is only a starting point Meanwhile in house departments are struggling to cope with the time it still takes to screen interview and appoint great talent Our role as a talent solutions company is to highlight where we add value In our case of course our added value comes from our in depth understanding of the marketing and customer community in Ireland built over 15 years of supporting this industry I believe that specialists like us will always be used by companies who rely upon our unique understanding of the talent pool and our ability to provide alternative ways of accessing great talent both here and abroad she says Looking forward to 2016 she says that one of the biggest challenges for employers will be identifying and attracting the

    Original URL path: http://www.adworld.ie/2015/12/18/data-digital-skills-to-dominate-in-2016-says-stoney/ (2016-02-09)
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  • Irish Times Launches Executive Recruitment Platform - AdWorld.ie
    executive end of the market According to the publisher The Irish Times Executive Jobs http execjobs irishtimes com is the first recruitment platform in Ireland exclusively dedicated to the advertisement of high performance senior management roles for top calibre candidates The website is a single destination for senior roles without the clutter of mainstream jobs boards The site is easy and quick to navigate Candidates have a without commitment freedom to look at what is available in the market It is of particular interest to The Irish Times overseas audience who may be thinking of a move back to Ireland The website is built on a state of the art online recruitment platform providing a constantly innovating software solution for clients and candidates According to Vivien McKechnie commercial sales director of The Irish Times the paper has 427 000 readers each day across print and digital a 10 increase in the last year 78 of the audience is ABC1 Readers of The Irish Times are senior executives and specialists who are established and successful in their careers They are unlikely to be actively seeking a new role However they like to remain informed about opportunities in their particular area of expertise They like to have a look at what is happening in the market in a confidential way without giving their details or interacting with recruiters unless they choose to do so for a specific role We are delighted with the hugely positive reaction to Irish Times Executive Jobs The project is a key strategic priority for The Irish Times and a major investment for 2015 2016 Recruiting senior executives and specialists is a major challenge for many businesses and The Irish Times is uniquely positioned to deliver a solution to employers by keeping candidates informed of opportunities she adds

    Original URL path: http://www.adworld.ie/2015/12/18/irish-times-launches-executive-recruitment-platform/ (2016-02-09)
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  • Empowering Your Staff - AdWorld.ie
    can operate as an internal agency with project and billing fees for the work it undertakes The size of the team can vary across industry sector and depending on whether the organisation is multi site with heavy operational comms support at each site For larger organisations a ratio based on the number of comms pros internal and external to total population is about 1 250 One of the most important roles for a high quality IC team is to be the conscience of the organisation This means that IC teams need to work hard to build and retain trust at all levels and for that reason IC should never be positioned as part of the CEOs office C suite engagement for the IC team is vital but it must retain its independence both real and perceived to be effective A culture of trust Trust is hard won and easily lost This applies as much if not more to internal relations as to external Take any scandal in any sector in recent years and the damage to morale at the front line from breaches of trust by senior management is devastating for front line employees who then feel personally compromised when dealing with customers face to face When workplace trust is low it breeds employee disinterest and disengagement The Inside Story is a new research report from PSG Plus www psgplus ie focusing on communications in the workplace and has identified some causes and outcomes of poor trust in the workplace On the key question of trust in the workplace just 20 of employees fully trust their employer to keep them fully informed of important changes in their organisation This gap in trust and communication has a direct impact on company reputation externally too On the question of recommending their employer to family and friends just 17 of 25 to 34 year olds agree they always talk positively about the company they work for The Inside Story research also shows that just one in five people feel that everyone in the company they work for understands the company s business objectives and their individual role in helping to achieve them Communication that is consistent and genuinely focused on developing employees to reach their full potential is central to helping them understand and achieve their performance objectives Like all great strategies the implementation is tough Central to success is a consistent clear and cohesive internal communication strategy Opening up lines of communication at all levels of an organisation empowers employees and encourages increased engagement in their work Direct communication between a manager and their frontline team is the most effective force in bringing about changes in workplace behaviours In fact hearing about a change programme from a direct line manager has four times the impact of hearing it from a senior leader Basing the IC strategy on the principles of being Simple Actionable and Meaningful will achieve cut through So some tips for successful internal communications are listed below Communicate communicate communicate

    Original URL path: http://www.adworld.ie/2015/12/11/empowering-your-staff/ (2016-02-09)
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  • Big Can Be Good - Rothco - AdWorld.ie
    Shoes Christmas at Kildare VIllage Vocal The 4 Cs Tv ad Chill McCannBlue Ad of the Week The 4 Cs Tv ad Cross Contamination McCannBlue All Ad of the Week Events IMJ Magazine Adworld Weekly Home Campaigns Ad of the Week Big Can Be Good Rothco Campaigns Ad of the Week Rothco Big Can Be Good Rothco October 23 2015 SHARE Facebook Twitter The Lowdown Tesco Ireland and Rothco launch the humble Big Can Be Good campaign to address negative perceptions of the large supermarket chain Led by a 60 TVC the Big Can Be Good campaign sees Tesco open its heart to Ireland with an honest brand manifesto Big Can Be Good takes the very thing that is often seen as a negative about Tesco its size and turns it on its head by demonstrating the benefits of that size to customers suppliers and local communities The result is an invitation for people to think about Tesco s size in a new way Credits Client Tesco Agency Rothco Agency Producer Barbara Ann Chaney Art Director Paddy Geraghty Copywriter Bernie Martin Account Directors Aoife Moore Sarah McGann Account Manager Eimear Dennis Sinead McDonald Strategy Emer Howard Saragh Killeen Production Company Butter Director Hadi Producer Gráinne Tiernan Music Forever Wherever by Andrew Jed Post Production Screen Scene Sound Avondale Voiceover Marie Ruane SHARE Facebook Twitter tweet AdWorld RELATED ARTICLES MORE FROM AUTHOR Ad of the Week Lidl Proudly supporting Ladies Gaelic Football Ad of the Week Success Happens Here McCannBlue The Red Shoes Christmas at Kildare VIllage Vocal Advertisement Stay Connected 2 470 Fans Like 191 Followers Follow 108 Followers Follow 10 296 Followers Follow POPULAR NEWS All All Featured All time popular Abi Moran Appointed MD of Target McConnells February 9 2016 Huskies Becomes First Irish Agency to Join SoDA

    Original URL path: http://www.adworld.ie/2015/10/23/big-can-be-good-rothco/ (2016-02-09)
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  • Argento Christmas TV - Ardmore Advertising - AdWorld.ie
    Chill McCannBlue Ad of the Week The 4 Cs Tv ad Cross Contamination McCannBlue All Ad of the Week Events IMJ Magazine Adworld Weekly Home Ardmore Argento Christmas TV Ardmore Advertising Ardmore Campaigns Argento Christmas TV Ardmore Advertising December 3 2015 SHARE Facebook Twitter Credits Account Manager Anna Balfour Creative Directors Paul Bowen and Michael Keenan Marketing E commerce Manager Lynsey Redpath Production House Street Monkey Music Hugh Matier VO Gayanne Potter The Lowdown With the development of the new Argento website there was a desire to drive traffic and ultimately increase online sales using a television and VOD campaign as part of a wider fully integrated campaign The TV campaign was targeted to the North of England concentrating on the North West an area where there is no store presence SHARE Facebook Twitter tweet AdWorld RELATED ARTICLES MORE FROM AUTHOR Ad of the Week Lidl Proudly supporting Ladies Gaelic Football Ad of the Week Success Happens Here McCannBlue The Red Shoes Christmas at Kildare VIllage Vocal Advertisement Stay Connected 2 470 Fans Like 191 Followers Follow 108 Followers Follow 10 296 Followers Follow POPULAR NEWS All All Featured All time popular Abi Moran Appointed MD of Target McConnells February

    Original URL path: http://www.adworld.ie/2015/12/03/argento-christmas-tv-ardmore-advertising/ (2016-02-09)
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