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  • News Archives - AdWorld.ie
    8 2016 News Home News Ad of the Week Lidl Proudly supporting Ladies Gaelic Football February 8 2016 Credits Creative agency Chemistry Client Lidl Creative Director Copywriter Emmet Wright Art Director Orlagh Daly Client Service Director Deirdre Gunning Account Manager Andrea Dalton Doran Strategic Director Sinead Cosgrove Agency Producer Chemistry Raises Eyebrows with Ladyball Campaign February 8 2016 The Dublin agency Chemistry has once again generated substantial international interest with its latest campaign for Lidl and the retailer s new sponsorship of Ladies Gaelic Insight of the Week Marketers Love Rugby Fans February 8 2016 With the RBS Six Nations tournament well and truly underway rugby fans are an excellent target for marketers according to the latest research from Radio Days The Latest JNLR Survey February 8 2016 The latest book from the JNLR paints a picture of a robust commercial radio sector with a few surprises for some stations writes Oilbhe Dubliners Aware of Telco Rebrands Says Study February 5 2016 New research carried out by PML Group in conjunction with Ipsos MRBI indicates that over 80 of Dubliners are aware of the recent eircom Allianz Sponsors RTÉ2 s Football and Hurling Show February 5 2016 Allianz has been unveiled as the new sponsor of RTÉ2 s League Sunday The show presented by Michael Lyster and featuring a range of Ireland s best Coke Unveils New Global Marketing Strategy February 3 2016 Coca Cola has unveiled a new global marketing strategy that will unite the four variants of the soft drink brand under a single brand positioning The Irish Sponsorship Market to Grow 5 in 2016 January 29 2016 With the UEFA Euro 2016 and the Olympic Games in Brazil set to take place this year the Irish sponsorship market can expect to Tim Casey to Address Next AAI

    Original URL path: http://www.adworld.ie/category/news/ (2016-02-09)
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  • Content is Still King - AdWorld.ie
    In the old days of search things like back links stuffed meta tags keywords for the sake of keywords on every page and the occasional black hat trick or two pushed your site up the Google rankings which in themselves were something of a mystery From a search perspective the SEO model has changed radically and the Google Zoo of Penguin Panda and Hummingbird has pushed the market towards content and quality content in particular If you want good rankings then you need good content and that s what Google wants too It wants people to engage and share content too While SEO does get you to the starting line after that it s all about the content says Ring So that has to tie in with everything else a brand does in terms of advertising and media he adds TinderPoint currently offers a wide range of content marketing services to clients ranging from visual articles technical white papers eBooks interactive infographics timelines branded HTML 5 microsites and of course content strategy Clients include the likes of Louis Copeland Grafton Merchanting Therapie Optilase Qualtrix Airtricity Nitro Future Finance in the UK and Germany and HiwayFX in Cyprus Content however can be a tricky thing to get right and it shouldn t be treated in isolation or worse still purely in terms of an occasional campaign Based on what I have seen a lot of Irish brands and agencies are using content as part of digital advertising campaigns that may be running for six or eight weeks But it s important that they should be looking at evergreen content that lives on a brand s website that is not tied to a campaign and that gives value to people long after it is over Content can also drive a lot of other online activity from data gathering to social media engagement and retargeting But it s important for brands not to think of the short term when it comes to content he says Having good content is one thing getting people to read it engage with it and share it is another thing and TinderPoint works with a number of clients in this space For example we have found a niche in the promotion of content to journalists and bloggers and more and more brands are doing this There was an article in the Wall Street Journal recently that reported on how journalists are being targeted by ads on Twitter We ve been doing this for a long time for some clients Essentially brands want to share their content with key influencers like journalists and have found that this to be a great way of achieving it So it crosses over into the PR space too and this is an area that will continue to grow and it s only a matter of time before PR agencies are competing with traditional digital agencies says Ring While stressing content s importance in the marketing mix the reality is that more than 50

    Original URL path: http://www.adworld.ie/2016/02/06/content-is-still-king/ (2016-02-09)
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  • Moving at the Speed of Culture - AdWorld.ie
    I believe that approaching creative thinking and story telling without the boundaries and inhibitions of compartmentalised marketing concepts will be instrumental for tomorrow s brands and agencies This freedom of thinking has already begun to evolve and empower the way we view the world and communicate within it today The thought of promoting a limitless approach to clients though can be overwhelming Not every client is ready The reality is that for some brands full marketing integration may require change in corporate culture organisational structures skill sets and mental models In short it may well represent a mammoth task that will take years to see through However that does not mean that we shouldn t demonstrate the value of true integration that we shouldn t practice what we preach On the contrary by showing clients even with small humble steps how real integration works how real insights work we inject boosts of confidence and evidence of success with the client that over time can allow them to make the transition Here at Cawley Nea TBWA s Digital Arts Network we embrace tomorrow s reality through new agency models or nuances of our main integration model if you will On one hand you have our two team model with Insights and Imagineering yes we borrowed the latter term from Mr Disney In essence it means walking away from the classic dynamic duo we re all familiar with to a hive mind from tactics to platform thinking to less is more to insights fed and insights led from ad holes to content factories embracing the culture of action ultimately empowering brands to move at the speed of culture By leveraging super charged insights in an open multidisciplinary Imagineering team with our operating system Disruption Live we enable brands to be relevant every day Not in social not in digital not above the line or with a specific technology Just relevant storytelling every day For instance in partnership with Electric Ireland we have created an insights engine that allows Electric Ireland to tell relevant stories to for example to customers who are on the verge to churn so we can influence their decision making process to people that share values with the brand to individuals with common interests with other customers to people that are at specific life stages where Electric Ireland can add value as a progressive brand in a word relevant This engine has been created by designers architects creative technologists UX unicorns scientists and marketing generalists a multi disciplinary team with the single purpose of delivering insights to empower the brand to tell its story Together with Electric Ireland in this case we have embraced the realities of tomorrow and created a platform that is future focused and indicative of our ever changing world On the other hand we have a modular agency offering a bespoke agency assembled for our clients brands This is our last prediction for the year s to come the art of assemblage Today brands have

    Original URL path: http://www.adworld.ie/2016/02/06/moving-at-the-speed-of-culture/ (2016-02-09)
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  • Prioritizing Your Mobile Strategy - AdWorld.ie
    is given to mobile Yes there s lots of talk but in the words of Mondelez Bonin Bough Aspiration is meaningless without allocation The most prevalent and personal media channel today is taking up a disproportionately high amount of airtime compared to its lower share of investment This imbalance needs to be addressed and urgently Mobile devices now account for 51 of online time yet only 14 of online advertising gets allocated to it If this stat is a barometer for how mobile is prioritised in terms of head space around the management table then its a worrying imbalance and points to long held prejudices about screen size capabilities versus desktop and TV s Yet Mobile is for many of this generation the first exposure they will have to the internet and in little over 5 years it s grown from 12 of internet screen time to just over half of our time spent on the internet By 2020 it is estimated that 80 of the world will have access to a smartphone driven by accelerated penetration in developing markets The days of mobile being the poor relation are coming to an end Bringing mobile in from the fringes of your plan and turning it into a leading pillar of your strategy simply requires one to ask the same questions of our overall digital strategy but expect different answers Define The Role Mobile Plays For Your Audience Mobile is extremely prevalent throughout your audience day in the life from morning to commuting to lean back moments of freedom right until the end of the day In this multi screen world we are seeing mobile relevance throughout the day and in many different forms from entertainment to utility and productivity Plotting when and where it plays a role is an important starting point Define The Role Mobile Can Play For Your Business Yes mobile now accounts for more time with the consumer but what can you do with the device from a business perspective Think brand immersion through mobile engagement think product trial through mobile incentivisation think shifting volume through mobile commerce and think brand advocacy through social channels In the customer care space design your care channel for mobile instant personalized real time and highly insightful Identify The Mobile Mix Most of our mobile time is spent within apps these days but not all brands have the right to create an app as people only really use about 10 apps regularly So exploring mobile advertising affiliate marketing social mobile and geo located search ads can enhance your approach to mobile and drive insightful action at the consumer end If you do explore an app strategy understand that app downloads are only the first part of your journey the ongoing app engagement plan is vital to retain loyal users and about 50 of the total app effort Think Connected And Long Term As Data Management Platforms become more commonplace in business and Omni channel marketing takes hold whats possible on mobile

    Original URL path: http://www.adworld.ie/2016/02/05/prioritizing-your-mobile-strategy/ (2016-02-09)
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  • Social Media’s Challenges - AdWorld.ie
    develop further in the coming 12 months and in particular the platform has to work out how each emoji translates into visits and purchases Metrics will still be the marketing mantra this year Social is now a marketing given being allocated a growing portion of the budget pie with each passing year All brands know they have to be on the channel but to date metrics haven t been bottomed out and this needs to happen Assessing a campaign by likes shares tone etc is only the tip of the accountability iceberg Just as all marketing is being critiqued by its ability to affect the bottom line tools that measure the conversion lift of social campaigns will be critical and it ll be a race to see which platforms master these metrics first this year Making particularly good strides in the metrics space is search Already a growing element of Facebook and Pinterest search functionality is also likely to appear on Instagram which given its meteoric rise over the last two years is in all probability going to slow down a bit in 2016 Pinterest s introduction of searchable pins is a prelude to the next step buyable pins already in the US since mid 2015 so watch this space for 2016 Customer service Proven positive impact on sales aside where Twitter has great but yet to be unleashed potential is in customer service The move to allow unlimited characters for DM accommodates customer service comms allowing for responses to be provided via the consumer s chosen medium And the application of AI to pre empt responses will be a key part of Twitter as a customer service solution That said an important question to be asked is that if the consumer is always on and using Twitter for customer service because it s the easiest avenue then don t brands need to follow suit Transformative tech The application of AI to pre empt responses perhaps using its AI provider Whetlab could be a key part of Twitter as a customer service solution However there s circumspection that rather than AI coming into its own in 2016 it may just be another year yet Facebook s AI assistant with the phonetically interesting title of M is a case in point as it s still learning and is likely to continue with specific rather than broad applications over the coming year It s also been suggested that Virtual Reality will take centre stage in 2016 I m inclined to agree that it ll certainly progress at least what s not to love about the concept of 360 degree videos on Facebook As a transformative technology though there s still a way to go however compelling the thought of experiencing live streams in VR Content war Facebook is interestingly being called a content landlord and sure why shouldn t consumers and brands and publishers post direct to the platform with its high volume of numbers and engagement Its Instant Articles function directs

    Original URL path: http://www.adworld.ie/2016/02/05/social-medias-challenges/ (2016-02-09)
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  • The Holy Grail of Programmatic - AdWorld.ie
    case for the value of their inventory The importance of brand safety in online campaigns However the publisher has an ally in the form of the advertiser For the advertiser the automated nature of programmatic advertising brings real benefits but not knowing where their ad is appearing where the campaign is cookie led and whether damage is therefore being done to their brand positioning and reputation is a very real anxiety Thus they can represent a sympathetic ear for the case that online advertising should be assessed on the relevance of where it is appearing and that there should be real transparency about such campaigns Such a state of affairs would suit many publishers as it would give them more of a platform to show the value of their inventory and bring impetus back to placement led advertising Publishers must be more creative in showing the value of their inventory as programmatic grows Whether a campaign is RTB led or not it is clearly particularly crucial today that the publisher is able to effectively showcase the value of their inventory When there is always the option to chase a particular audience around online the case for reaching them on a specific piece of inventory worth a premium price is more important than ever Publishers are thus seeking ever more creative ways to stand out from the crowd and looking to use audience insights in new ways to achieve this Everyone using different datasets is a very inefficient way of trading One of the main issues that the programmatic advertising media chain wrestles with at present is that everyone is speaking a different language Publishers will naturally point to their own metrics to highlight the value of their audience whilst advertisers agencies and trading desks will look to their own insights sources and particular cookies in an effort to find the right target This dissonance makes the whole buying and selling process opaque inefficient and with neither side quite sure how good a deal they are getting Instead we need a common data currency to enable automated digital advertising to thrive In the same way that money is used as a common system of exchange to get around the problems of trying to work out in a marketplace if for example a bag of tomatoes is worth more or less than a set of towels we need a common data currency for the purposes of effective automated online trading That way both the buy and sell side can be sure they are reaching the right target in the right place at the right price For it to be credible this data currency needs to meet three key criteria First of all it needs to be transparent so its provenance methodology and sample size must be of high quality and clear to all who would use it It must also have genuine granularity of insight enabling all players in the media value chain to generate insights right down to the most micro

    Original URL path: http://www.adworld.ie/2016/02/03/the-holy-grail-of-programmatic/ (2016-02-09)
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  • IMJ Features Archives - AdWorld.ie
    time that brands and advertising agencies do the Read more Prioritizing Your Mobile Strategy February 5 2016 Many brands still do not have a mobile strategy and they now run the risk of being left behind as their rivals embrace mobile with gusto But it is still not too late says Read more Social Media s Challenges February 5 2016 With social media now a fixed part of the marketing firmament 2016 is likely to bring with it a number of new developments and maybe even a new disruptor writes Sheena Horgan Those familiar with Read more The Holy Grail of Programmatic February 3 2016 If programmatic advertising is to work for brands the industry including advertisers publishers and agencies need to buy into a data currency that is transparent credible and available to everybody writes Eimear Read more Sitting at the Right Table February 3 2016 For it to be effective experiential marketing must sit at the strategy table and not with the guys hogging the activation table writes Jonny Davis Over the years one of the most frustrating aspects of Read more More and More Brands are Introducing Gamification into the Marketing Mix February 2 2016 More and more brands are introducing gamification into the marketing mix as they try to engage and reward customers writes Nuala Canning Gamification the use of game mechanics in a non game context to drive engagement is Read more Ticking the Boxes for 2016 February 1 2016 It s that time of the year when marketing plans are being finalised for 2016 and marketers and their brands are taking stock of might lie in store for them beyond the festive season Sheena Read more What s Hot and What s Not January 13 2016 Here at Alternatives Digital we are constantly focussed

    Original URL path: http://www.adworld.ie/category/imj-features/ (2016-02-09)
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  • Ad of the Week: Lidl - Proudly supporting Ladies Gaelic Football - AdWorld.ie
    Articles Jobs Campaigns 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 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 Ad of the Week Lidl Proudly supporting Ladies Gaelic Football Campaigns Ad of the Week Chemistry News Ad of the Week Lidl Proudly supporting Ladies Gaelic Football February 8 2016 SHARE Facebook Twitter Credits Creative agency Chemistry Client Lidl Creative Director Copywriter Emmet Wright Art Director Orlagh Daly Client Service Director Deirdre Gunning Account Manager Andrea Dalton Doran Strategic Director Sinead Cosgrove Agency Producer Fiona McGarry Production Company Antidote Producer Andrew Freedman Director Henry Mason Post House Windmill Lane Music Rocstrong Go Head The Lowdown Lidl Ireland has been unveiled as the new sponsor Ladies Gaelic Football in Ireland and as part of the activation the retailer has launched a multi platform campaign highlighting its involvement as well as the important but often overlooked contribution that women make to sports in Ireland SHARE Facebook Twitter tweet AdWorld RELATED ARTICLES MORE FROM AUTHOR Abi Moran Appointed MD of Target McConnells Huskies Becomes First Irish Agency to Join SoDA Irish Media Market to Grow by Nearly 10 According to Core Media 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 February 8 2016 Irish Media Market to Grow by Nearly 10 According to Core February 8 2016 Shortlist for Love Radio Awards is Published

    Original URL path: http://www.adworld.ie/2016/02/08/ad-of-the-week/ (2016-02-09)
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