MINDSHARE

A LOOK FORWARD TO THE MEDIALANDSCAPE IN 2014

FUTURE OF ... 2014

INSIDE THE FUTURE OF ... 2014

3 Q&A WITH BILL KINLAY, CEO

4 MEDIA DAYS LIKE THESE

6 TRADING INTO THE RECOVERY

8 BEING ADAPTIVE

9 ADAPTING FOR 2014 – Q&A NORM JOHNSON

10 SOCIAL MEDIA MAKING ITS MARK IN 2014

12 THE RESEARCH STARTING POINT

14 FUTURE PROOFING RADIO IN 2014

15 MOBILE: THE LESSER TAPPED MEDIUM

16 WHAT HAPPENS IN A DAY?

20 THINKING DIGITAL

22 MAKING NEWS PAY - PRINT OR DIGITAL?

24 USE YOUR DATA TO SEE THE WOOD FOR THE TREES

26 DIGITIZING OUT OF HOME

28 EXTENDING TV REACH WITH VOD

30 ADAPTING DIGITAL TO DRIVE RESPONSE

32 THE INTERNET OF THINGS (TO COME)

3

BILL KINLAY CEO, Q&A

Q. What are the main things to watch out for in 2014?We work in a very fast moving dynamic and ever changingmarketplace and this pace of change will undoubtedly continue. Themain task for our company is to remain flexible and to embrace thechanges as they come. Some are predictable, some are not. Havingsaid that there are a number of clear areas that will continue toincrease in importance throughout 2014 and for which we need toprepare.

Business Intelligence – clients require a different level of strategicadvice from their media partner and it’s important for us to be moreof a business partner and offer much deeper and wider advice thanwe have done so to date.

Better ROI measurement – big data and econometrics will increasein importance and will become a necessary and expected part of ourindustry offering.

Mobile – the challenge of mobile is nothing new, we addressedsimilar issues in 2000 when we needed to adapt for display media.But this time the pace of consumer adoption is incredible and we asan industry need to move faster to meet that.  

Q. What are the greatest business challenges that clients arefacing in 2014?It’s an extremely competitive environment out there and clients areunder severe pressure just to maintain market share. There are manychallenges that they face but in my experience the top three are:

· Understanding customers and maintaining loyalty – this isthe main issue facing clients and forms the bedrock of what allbusiness attempts to master. With our dedicated BusinessPlanning and Intelligence teams we are in the ideal position tohelp clients address this fundamental challenge.

· Uncertainty in the economy/pressure on value – althoughthere are undoubtedly some green shoots, the Irish economyremains challenging and competitive. Most clients have stronginternational pressures to deal with alongside local ones.Mindshare can certainly help in driving value both in terms of thestrategic planning, but also through the market beating mediavalue and intelligent GroupM investment offering.

· Properly understanding return on investment – due topatchy data and the high cost involved, relatively few clients haveinvested the time and money necessary to build a robust salesmodel to accurately measure and predict return on investment.Mindshare can offer advice and expertise across the whole areaof performance building affordable and effective models thathave a strong track record in transforming businesses.

“The main task for our company is to remain flexible and to embrace thechanges as they come”

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Today as I’m writing this article, international and globalmedia outlets are all telling us the same powerful story– news headlines and front pages are awash withimages and reviews of the life of Nelson Mandela; socialmedia is filled with commentary, personal expressionsand of course, the odd cynic. It’s the same story in all,but different, it has been adapted to suit the channeland its audience.

Days like these demonstrate the ability of the media toadapt their stories and content as the world aroundthem changes.

Days like these stand out as they challenge us tochoose those media outlets whose ‘take’ on the exactsame story best captures our attention, our point ofview and importantly, our hearts. And isn’t that whatour shops are filled with – the same products, but withtheir own unique formula? Isn’t that what advertisingis filled with – those same products all trying to telltheir own stories? But how can those stories captureour attention, our hearts and our cash?

MEDIA DAYS LIKE THESE Emma O’Doherty

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We’ll take the lead from consumers; they are in charge after all, choosing when, where andhow they engage with content – from TV programmes, to news, to music and of course,advertising. Digital technology has become the great enabler, breathing life into all media –for both consumers and advertisers – you’ll read about some of these developmentsthroughout this book. There are growing numbers of case studies revealing the power ofother media in driving digital performance (e.g. TV impacting search volumes) or digitalenhancing the story other media can deliver (e.g. the growth of Shazamable TV ads).

I heard a brand manager recently say that they are now

“potentially just 140 characters away from disaster!”

It’s a scary and exhausting thought. Know your audience, know your brand story and take itfrom there. But be adaptive. We can all become better at using the data in our arsenals tokeep communications plans and content responsive to consumers and to business needs. Akey focus for Mindshare in 2014, and the theme to this year’s Future Of, is enabling clients tobe more adaptive, combining our data for better business planning.

Days like these are never the same. We all have to keep changing, we think you’ll see and readevidence of this in thoughts from our staff for 2014.

P.S. one of the most powerful advertising stories I’ve heard this year is the case Les Binet andPeter Field have outlined for the effectiveness of long and short-term advertising (The Long& Short of It, IPA, 2013). It’s comprehensive in its make-up – 30 years, 700 brands and 996campaigns. If you, or someone else in your organisation, is yet to be convinced of advertising’scontribution to long-term business success then I’d suggest you give this a go. Happy reading!

“(Change is) the only evidence of life” Evelyn Waugh, Brideshead Revisited

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TRADING INTO THE RECOVERY Neil Johnston

We might as well start with the prediction that everyoneis looking for: Advertising revenue is going to grow in2014 in Ireland. Ah, you want to know by how much? Wethink 2% or 3%. Digital will continue to outperform thegeneral market, with video driving the growth, up by15%. Next up is TV with 4% growth, followed by Out ofHome, Radio and Print. So if the revenue falls are over,what does that mean for how the market is to be traded?

Since 2008 advertiser demand has halved, whilst withthe growth of the Online medium, consumers nowspend a similar amount of time online (13.5 hrs) as theydo watching TV (15.4hrs) (Source: IAB Mediascope).

This growth in media consumption has largely benefittednon-Irish media owners such as BSkyB in TV andFacebook, Twitter etc. in Online. Advertising money hasfollowed consumers, consequently, the halving ofadvertiser demand has affected Irish media owners evenmore than the headline halving of revenue suggests.Beneath the headline revenue drop, Irish media ownershave also seen their share of advertising revenues dropas money has moved to non-Irish media owners.

Source: Colourbox.com

“Advertising revenue is going to grow by 2%-3% in 2014”

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Unfortunately, during this media recession, certain media ownershave not responded to the tumultuous business environment byrevolutionising the structure of their ad-sales businesses in orderto make them more commercially fit for purpose. Lots of localbased sellers have “old” and “new” media in silos (often in differentbuildings).  Mindshare media buyers are multi-media. This allows ourtraders to deliver on adaptive plans and react to real timemovements that affect our media buys, be that sales data, theweather or social media. The Mindshare Exchange team react acrossall media.

Multimedia trading is about extracting value; buying more of whatmedia owners have to sell (if we want to) will mean that we drivemore value for clients, whilst also having a more holistic approachto that media owners’ audience and delivery. It means that ourbuyers are more joined up with the planning process, thinking aboutthe whole audience and not just bits of it. If our media ownerpartners have a valuable audience, we’ll buy more of it at the rightprice.

A few rays of sunshine on the 2014 media horizon will encouragesome media owners to try to raise their price. Whilst media hasdecent prospects in 2014 the general business environment is stilltough. Irish consumers looking for every day value means thatretailers are largely competing on price. This then hasconsequences, particularly for FMCG companies and the marginsof their Irish businesses. Hence, Mindshare will strongly resist mediaprice rises on behalf of our clients.

So in summary, 2014 starts to see an Irish media recovery, butmedia owners with old-fashioned structures or who try to raise theirprices better beware.

“Multimedia trading is about extracting value”

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BEING ADAPTIVE Aoife Dunlevy & Paul Enright

Adaptive marketing is about brands getting closer to consumers viamedia, particularly digital media. We can leverage the data thoserelationships and media generate to rapidly adapt marketing activityto make it more competitive, more relevant and crucially, moreprofitable.

How does adaptive marketing affect media?

We are in an age where consumers expect more from marketing,they don’t want one size fits all, instead they are responding bestto campaigns which are tailored personally to them. Adaptivemarketing can deliver this; campaigns which combine data frommultiple sources to find new opportunities, and which constantlylearn from consumer responses to become ever more specific.

In many ways Irish media is already adaptive, television campaignsare optimised daily based on overnight ratings from Nielsen anddigital media is continually monitored and adapted accordingly. Ourmedia buying ethos has already shifted to an audience model.Direct response campaigns are a good example of adaptivemarketing with multiple data sources used to constantly refine theaudience and drive better return on investment. As media platformsevolve, the proliferation of available data will open up even moreways to make media adaptive.

We are already beginning to see the first signs of this with Sky’s trialof Adsmart. It allows advertisers to tailor TV ads to specifichouseholds based on age, gender, estimated income and wherethey live. It turns your Sky box into your own individual ad server!For example, a car brand would serve a people carrier ad to a family,but a sporty model to a younger customer without children.

In Mindshare Ireland we have invested in making our agencyadaptive. Our data team work with clients to find ways to createbetter business intelligence from multiple data sources. Our crossmedia implementation team can pull learnings from one media andapply it to another so that we constantly push for better and moreprofitable campaigns.

Kleenex adapts for the flu season!

The Kleenex team in Mindshare London fused flu data from bothGoogle and the NHS to geo-locate UK flu outbreaks in real time lastwinter. Once they knew where the flu bug was about to hit, theywere then able to evolve the media plan with activity andinvestment shifted to those locations. The logic was that demandwould be higher in affected areas and by focusing on theselocations rather than a traditional nationally targeted campaign,Kleenex could maximise return on investment. The campaign wasa phenomenal success with sales up 40% YOY, and went on to winGold at Cannes Lions 2013.

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ADAPTING FOR 2014 with Norm Johnson

Q. You’ve recommended that brands need to revisit theestablished consumer journey model - what do you believe willbe the major challenge for brands seeking to do this in 2014?

Mobile will continue to be the key driver in changing the consumerjourney. Whether second-screen usage or instant pricecomparisons, more people than ever will use their mobile toaccelerate through the consumer journey. Showrooming is themost recent twist on the ever-evolving journey. Consumers nowresearch in the store only to buy at a competitive price online. Sowe’ve gone from research online, purchase offline to researchoffline, purchase online – often on your mobile phone in thephysical store itself.

Q. The move from the traditional media plan to marketing rulesmay feel like an uncomfortable shift for some marketers – doesthis actually mean that investment may become lesstransparent as it moves and adapts?

Media will remain transparent in the sense that everyone will knowthe rules, but it may become less disclosed in the sense thatadvertising may be more focused on audiences and results ratherthan specific media inventory. However, even within this new typeof buying, brands will need to develop rules, particularly around

brand safety, to determine what type of media sites can beassociated with their brand. It’s a bit like paid search. Most brandswill not scrutinize every keyword purchased, but they will want somerules that govern the types of keywords that can be considered.

Q. Adaptive marketing feels like a particularly digital friendlyconcept – do you believe it can be equally well executed intraditional channels?

Digital accelerates adaptability, but also can be used to help adaptoffline. For example, we can correlate search and social activity withTV advertising, and then adapt that TV plan based to up-weightthose programs that are generated greater consumer engagementthrough Google and Facebook. Even with up-fronts there is theopportunity to adapt the TV ad creative messaging based on onlinedata such as buzz monitoring or social shares that can providesome insight into what messaging and creative is resonating withaudiences.

Norm is the Chief Digital Ocer for Mindshare Worldwide

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SOCIAL MEDIA MAKING ITS MARK IN 2014 Maeve O’Gorman & Aideen Murphy

2014 will hopefully be the year that social media grows up. At thispoint it is an essential part of the marketing mix, but many brandsare still confused about the role it plays for their business. So whatare some of the major opportunities for 2014?

Photocommunication

The days of text based social updates are past. The growth ofplatforms like Instagram mean that brands need to focus onminimising copy and maximising visual assets.

Photocommunication has been driven by the development ofcamera features on mobile phones. Consumers use image sharingapps daily; from Snapchat with self-deleting photos to Life Crumbs,a photo diary. It’s estimated that 10% of all photos ever taken weretaken in the last 12 months! For 2014 the implications are clear; sayit with pictures not words.

Micro video

Until now video content on social media was generally long-form,but costs made this prohibitive for most brands. The consumertrend of making quick videos on Vine and Instagram is very muchwelcomed.

The opportunity this offers brands is to create on-the-go shoots andproduce snippets of video content, without the expense of formalproduction. These short video clips will work nicely in the newFacebook auto-play for video feature.

Social is Mobile

While advertisers have struggled with the challenges of effectivelyinvesting in mobile, social media is ready because the channel isalready inherently mobile. Around 80% of Twitter’s traffic in Irelandis mobile and in any given month 77% of Facebook users will accessit via mobile. Therefore any content published on these networksis more likely to be seen on a mobile device than desktop.

For advertisers this presents one of the easiest entry points tomobile, with all of the rich targeting options that are unique to socialmedia.“Forget conversation calendars,

build content strategies.”

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Social ads

Internal social metrics (likes etc.) are still important, but there arenew opportunities to use social ads for a different return oninvestment. One new option is to use Facebook’s CustomAudiences to target people on Facebook based on previousinteraction with your brand - an incomplete purchase or a mobileapp they haven’t used recently. Twitter’s big move is to target TVspends; their Twitter and TV tool has just launched in Ireland. Brandscan expect to see more budgets going into social media ads in 2014but spent differently than before.

Don’t dismiss Google

There is a certain déjà vu to talk about Google as an upcomingsocial trend but 2014 may be the year when it finally plays a seriousrole. Google itself has evolved; from a functional search engine thatlinks to websites, to an online curator which guesses what

consumers are seeking and suggests content. This shift towardssemantics means that SEO strategy will move away from keywordtagging and towards regular updates of long-form content andlinked to Google+.

Advertisers will need to update their Google+ profiles more regularlyand ensure their key influencers have proper Google Authorship.This won’t mean a major increase of resource going into Google+management, but more attention will be needed.

Forget conversation calendars, build content strategies

In summary the evolution of the image and video options,combined with the growth of native ads will mean 2014 is the yearof content. Building content strategies requires long-term planningand investment in assets. But for brands who develop contentstrategies, social media will finally take its place as an integratedand valued part of their communications planning.

SOCIAL CONSUMER TRENDS FOR 2014

Collaboration powered by social media goes mainstream. From Airbnb room rentals, now spreading to sharing cars and even dinners in homes.

Humour bombing is rife, with memes developing as soon as a story breaks. Being the first to share the joke endows social credibility.

Social cliques; Social networks are personified by the types of people who use them; I Pin because I am creative.

Innovation by consumers; through crowdsourcing consumers are directly investing in products and services.

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THE RESEARCH STARTING POINT Mark Kelly, Ollie Smith and Peter Flanagan

E-commerce and Online Retail is a category withhuge potential to grow in Ireland. Here, we outlinesome of the most important developments insearch marketing that can help the categoryachieve its undoubted potential.

Mobile Opportunity

79% of Irish adults now have a portable onlinedevice, and up to 4 in 10 searches are conducted onmobile. This represents a significant opportunity foronline retailers.

Using paid ads on Mobile search is an excellent wayto generate business. You can easily adapt youradvertising message depending on the user’s searchquery, location and time of day. We have movedbeyond just tracking clicks, and now have thecapability of tracking the consumer journey rightthrough to the point of purchase.

Source@ Google analytics 2013

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Dynamic ads help to scale search

Keeping paid search advertising up to date with an e-commercesite’s changing products and offerings can be a real challenge. Thisoften results in a website’s merchandise being poorly representedby paid search campaigns.

Google’s Dynamic Search Ads were introduced in 2013, and allowretailers to automatically show consumers paid search ads basedon the website’s content. Google Adwords will automaticallygenerate the ad headline and site landing page, based on a searchquery, without the need to add keywords.

Expect to see more online retailers build their list of advertisedproducts with the assistance of Dynamic search campaigns in 2014.

Product listing ads for Ireland?

By Q2 2014 retailers may have the opportunity to have highlytargeted rich display ads on the search engine results page.Advertisers can share their product lists, images, and prices withGoogle by creating a Google Shopping account. Google can thendisplay these details in a grid as sponsored listings, or even as partof an individual PPC ad. If launched in Ireland e-commerce retailerswill need to stay on top of their game to take advantage of it.

Mobile voice search

Keep an eye out for developments in voice activated search. Itallows users to query products, model names or numbers byspeaking into their mobile device, minimising spelling errors fromfat fingers. Expect to see more search terms starting with “where isthe cheapest, what is the, and how much is…”, as searches becomemore like questions.

Search engines have embedded themselves as the first point ofresearch before a purchase, whether the sale is completed onlineor offline. The developments above help e-commerce sites addressmany of the challenges they face, and should help search marketersrealise its full potential.

“Search engines have embedded themselves as the first point of research before a purchase.”

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FUTURE PROOFING RADIO IN 2014 Conor White

2013 proved a challenging year for the radio market once more.While 2014 appears to be more optimistic, Irish commercial radioneeds to create new opportunities for selling its product. It is nolonger enough to simply talk about your radio show or personality,but rather the station brand and franchise and delivering the radiocontent to the consumer in whatever platform they desire.

There are some key considerations to look at for 2014:

Maximising Social Media opportunities

Radio has always been a two-way medium where the listenersinteract with the show and have a voice, no more so than now withthe developing strength of social media in the industry. This socialinteraction is what makes radio stand out from other musicofferings such as iTunes or Spotify. It is vital that commercialstations develop a very strong social network that reflects theirtraditional listeners.

A strong mobile offering

With 66% of radio listeners having access to radio through theirmobile*, it is becoming more and more important to offer acommercially friendly app and most importantly a free app. The keyto radio’s continued success is to develop into a multimediaplatform. (*Source: Ipsos MRBI (JNLR survey)

Always on radio

Some great strides have been made over the last couple of years,with the introduction of the Radio players, as well as a significantincrease in podcast downloads. Content is king, and while radio istraditionally an immediate media, the opportunity to evolve into amultimedia platform and offer archive content at any time opensthe possibility of target marketing for clients.

While 2014 will offer a number of new challenges to the radioindustry new opportunities such as digital partnerships could openradio content to a new audience. With Spotify now in the Irishmarket it is a great opportunity to work alongside radio groups toshare archives or even run live simulcasts.

2014 will be the a year of transformation in radio and will offer someexciting new commercial opportunities.

“The key to radio’s continued success is to develop into a multimedia platform”

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Mobile is fast becoming our go to device for internet browsing, 20%of all global internet traffic is accessed via mobile* and we expectthis to continue to rise in the coming years. So what are the biggestchallenges/opportunities for mobile advertising in 2014?

Don’t shut the door

It may sound obvious but at present not all brands have a mobileoptimised site. Consumers expect a mobile friendly user experience,with 37% saying they would immediately exit a website if it was notmobile optimised (O2 media Christmas survey Oct 2013). Brandsthat have not optimised for mobile are effectively closing their shopdoor to more than 1 in 3 potential customers.

Quicker consideration

According to Microsoft, 70% of all PC based search tasks arecompleted within one week, 70% of mobile search tasks arecompleted within one hour. So for a brand hoping to do businessvia mobile, they have an incredibly short window to work with andanything they can do to shorten the consumer journey to sale isextremely important. Building search campaigns with deep linksdirectly to the consumer’s goal is a massive opportunity forbrands  (*Source: Statcounter Aug 2013)

What’s in it for me?

Mobiles are intensely personal devices, to encourage engagementbrands must offer value to consumers

In store - 55% of Irish consumers use their mobiles to showroom**

when in store (O2 media Christmas survey Oct 2013). This is a hugeopportunity for brands such as FMCG brands to create awarenessof new products, offer coupons or perhaps supply new recipes withthe aim of getting their brand into the shopping basket.

On the go - If done correctly location based advertising candramatically increase footfall in store. Finding out that Joes Cafédown the road is doing half price coffee may just entice you toswing by.

At home - The rise in second screening allows brands to target (realtime) ads to consumers while they watch bespoke TV programmes.Brands that provide interesting and relevant content that enhancesthe consumer experience may encourage brand affinity.

With the rise of 4G, mobile devices are going to become even morepowerful, advertising opportunities more prominent and thepotential to increase both profit and brand loyalty even greater.Brands that set out clear mobile marketing plans will providethemselves with a distinct competitive advantage in the year ahead.

**Using mobiles to compare prices, check reviews or product details while in store

MOBILE: THE LESSER TAPPED MEDIUM Keith Wallace

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WHAT HAPPENS IN A DAY? Michael Kehoe and David Ahlstrom

A typical day in the life

In the age of ever flowing data, we still have a need to understandhow consumers go about their typical day and what role mediaplays within that day.

The Day in the Life (DILO) research is a study of the mediaconsumption habits and activities of Irish consumers tracked acrossa 24 hour period. With the growth in multi-screening and multipledevice usage, a fair and accurate way of measuring all media acrossthe day is required. A DILO report provides a single currency ofmedia consumption across all media touch points. Our second DILOreport, conducted in June 2013, with a 1,000 nationallyrepresentative sample measures media consumption patterns andother activities they participated in yesterday on an hourly basis.

Multi-screening

We know that multi-screening is on the increase and is clearlyevident when we look at the chart here. TV viewing is not beingviewed in isolation - 37% of ABC1 25-44 adults used social media,37% browsed online and 33% searched online while watching TV.This emphasises the importance for brands to adopt a multiscreenapproach, ensuring they are with their consumer every step of theway.

“a single currency of media consumption across all media touchpoints”

Source: Mindshare Day in the Life of study 2013

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Device Usage

DILO also allows clients to look at cross-media consumption anddevice usage for different audiences; enabling greaterunderstanding of media consumption and more acute targeting forcampaigns. For example, 81% of ABC1 25-44 adults watched TVyesterday with 69% watching via a regular TV set. No majorsurprises! However, 10% watched TV via their computers and 9%watched TV on their smartphones which is something we expectto increase in the coming year. The main implication is clear – theneed to widen audio visual (AV) campaigns beyond TV for addedreach.

When do main shoppers go shopping?

The ability to overlay daily activities with media consumption hourby hour is the key to accurately reaching consumers when in thecorrect state of mind. From the graphics overleaf we can see thedifferences between a standard weekday versus weekend. Duringthe week grocery shopping peaks from 10am-1pm and is at it’shighest 4pm-5pm. While weekend shopping begins earlier and isgenerally at a higher level across the day. When grocery shoppingis overlaid with media activities we can see that radio is generallyconsumed close to the time of shopping, while online is with themain shopper throughout their shopping experience.

DILO is a powerful tool allowing a deeper and comprehensive viewof the Irish consumer across a typical day. As media fragmentationincreases, it is vital we have this knowledge to apply to campaignstrategy and planning for 2014 and beyond.

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Source: Mindshare A Day in The Life (DILO)

MAIN SHOPPER WITH KIDS: WEEKDAY

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Source: Mindshare A Day in The Life (DILO)

MAIN SHOPPER WITH KIDS: WEEKEND

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THINKING DIGITAL

How does cross media implementation benefit clients?

We have structured the agency so that buyers are more integratedinto the planning process, trading cross platform, ensuring theprocess is more streamlined. For our clients it means we are bestplaced to take advantage of the cross media solutions available inthe market to deliver the right audience, in the right environment.

What are you most optimistic about for 2014?

The popularity of the data discussion and its potential uses arebuilding towards the creation of some really exciting activity. It’snothing new for marketing to use business intelligence to creategreat campaigns, but the difference now is that the quantity andvariety of data being captured by brands will lend itself to new andoriginal ideas.

Mindshare’s structure as an organisation has evolved to better service our client’s digital requirements. We believe the future for all media isintegration and the adaptive nature of digital means we cannot afford to have it run separately and miss opportunities for better return oninvestment through media synergy. Therefore we’ve adapted our structure from a separate digital team, to full integration of digital serviceswithin our planning and buying teams.

Within the planning teams our Digital Strategy Directors, Fiona and Maeve work with clients to identify the challenges and opportunitiesfacing brands and provide strategic direction. The search marketing team’s work is intrinsic to digital strategy and Vanessa leads a team ofexperts in paid search, SEO and analytics. Digital implementation is headed up by Jill Robinson who also leads AV [TV, Cinema and VoD] buyingthereby extracting maximum value across media.

Jill RobinsonHead of AV & Digital Investment@J_Ro

Maeve O’GormanDigital Strategy Director@MaeveOG

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What is the key digital challenge facing clients in 2014?

In today’s world where consumers share on average 3,254 piecesof personal info digitally per week and are constantly connected,brands will need to create fast-decision making structures acrosstheir entire organisations that can leverage real-time dataintelligence and dynamically communicate in key culturalmoments.

What search trends are you most excited about for 2014?

The convergence of mobile/voice search, 4G and responsive designwill make mobile central to all commerce, whether off or online.Retailers that understand this and attribute their data accordinglywill be miles ahead of the competition in 2014.

Fiona GallagherDigital Strategy Director@FiGall01

Vanessa VallejoHead of Search@VanVallejo

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MAKING NEWS PAY – PRINT OR DIGITAL? Darren Bracken

We talked last year about how print titles are evolving to stayrelevant to the modern consumer and this still holds true. However,we can see that print houses are doing more than just driving theonline version of their printed editions.

There are some key considerations to look at for 2014:

Revenue

In the last number of years we have seen huge declines in reportedPress revenues, as we go into 2014 that decline will reduce. This isvery positive news for the Press industry, in previous years they hadto contend with two elements, the declining revenue and the needto adjust to the increasing digital needs of consumers and in turnthe integrated sales packages which were required by advertisers.With the immediate threat of further revenue decline beingremoved, we envisage news houses investing in further up-skillingof their staff, which will benefit sales offers. News Houses also havethe added benefit of the World Cup next summer, which willundoubtedly add value in improved circulations and the potentialfor increased advertising revenues.

Digital beginning to drive revenue

Whilst newspapers have been investing in their digital offerings, thereturn on investment from digital advertising revenue has beendisproportionate. However, fortunes turned towards the end of2013 with many publishers citing improvements in revenues, mainlydue to digital growth. For example, Independent News and Media’sJan-Sep report stated a 8.1% ad revenue decline versus 12.7% forJan-Jun; essentially an 18% increase in digital revenues Jul-Sepimproving their position.

What has been the turning point for News Houses? There are severalreasons – adjusting their sales offering to include better cross-platform packages and sales teams adequately equipped to do thisjob and in fact in 2013 we’ve seen Irish Sun, Irish Mirror and SundayWorld all launch their websites. One other important change hasbeen the improvement in the advertising opportunity – landmarkand high impact formats, rich media and video opportunities, simplygood brand building formats.

In 2014 we will see digital contributing an even larger percentageof the overall revenue, driving better return on investment.

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Is circulation the only measure?

In 2013 we still saw newspaper circulations in decline, howeverreadership for newspapers is holding at 81% (all adults). But shouldwe be so focused on circulation figures when online readership isgrowing? 13% of all adults read newspapers online, but this figureincreases significantly for certain demographics – 39% of ABsworking full-time read a daily newspaper online.

Publishers however are still attempting to counteract circulationdeclines through (1) branding campaigns such as Irish Times, IrishIndependent and more recently the Sunday Business Post; and (2)short-term promotions, those that result in small increases incirculation week on week (CDs, books, offers). Like all other brandsnewspapers have the same issue juggling brand building andactivations.

Currently we see that those who continue to invest in activationsare maintaining their figures. The Irish Daily Mail saw the leastdecline in the latest ABC report (Jan-Jun13) with 51,740 down from51,841.

Paywalls: To change or not to change

Throughout 2013 we saw news houses announcing the possibleintroduction of paywalls for their products in 2014. We in Mindsharedo not see this as a positive move for the industry. Paywalls whileproviding short term gain in terms of subscription revenues,ultimately leads to huge declines in visitor numbers to the websitesand dilutes the digital offering they are selling to clients, as thepotential reach of a campaign is restrained. In 2014 we would hopeto see newspapers reversing these plans.

“In 2014 we will see digital contributing an even larger percentage of the overall revenue for news houses”

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USE YOUR DATA TO SEE THE WOOD FOR THE TREES Dave Bruen

The Big Data conversation rolls on. For governments and citizens;Edward Snowden, whistle-blowing and NSA surveillance, all illustratethe sheer volume of data in circulation and the controversy aroundprivacy. For marketers, how best to gain insights from available datasources remains a priority. And these insights come, not fromhaving myriads of data, but from having the ability to gather,integrate and analyse that data.

Clients who are successfully navigating their way through thesedata sets are improving and refining their CRM and customersegmentation models, to identify valuable customers and developmore effective retention and acquisition strategies.

These are also the clients who acknowledge that the best resultscome when there is a commitment to data sharing and evaluation.Given the complex nature of the consumer decision making processand path-to-purchase, a focus on the last consumer touch point,whether it‘s a phone call, search click or display banner, is no longerappropriate. Effective measurement now requires that every brandengagement is factored into the model. While effective attributionmodelling allows us to improve efficiencies and gather insights wealso believe that a more holistic approach is also required; that isthe correlation of the many variables that influence businessperformance, with the results.

So what’s the promise? As we’ve discussed before the proliferationof data can be a double-edged sword and sometimes it’s hard tosee the wood for the trees. However it’s an area where we are nowadding real value for clients. Through client accessible dashboardswe are providing transparency and an up-to-date sharing facility thatsaves time, provides greater visibility and accountability and deliversinsights to support internal business decisions.

Source: Facegroup

Last year we introduced our web-based analytics tool and this hasnow been developed further, to introduce real-time web-trackingand baseline analysis. Furthermore our technology team in the UKhas been developing best-in-class proprietary tools that are we arenow ready to share. So now we have a suite of tools and applicationsthat are accessible to all of our clients; large and small, local andglobal. And we’re ready to bring these solutions to even moreMindshare clients in 2014.

And how would we like our clients to proceed?

Clean up your data; by determining what is actually valuablethrough a data audit you can reduce your data storage costs andput the valuable data in clean usable formats.

Share your data with your business partners, the full benefits of yourdata will be realised when combined with data from other sources.

Invest in tools, the scale of the data requires tools that can delveinto it and discover correlations that will guide your businesstowards better return on investment.

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“…insights come, not from having myriads of data, but from having the ability togather, integrate and analysethat data”

Source: Flickr Creative Comms

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DIGITISING OUT OF HOME Jane Nash, Vivienne Storan, Clodagh Ryan

As all media evolves into the digital world, outdoor is no differentwith digital Out of Home (OOH) innovations set to be at the centreof 2014. With consumers exposed to so many brands and mediaformats, driving engagement and relevancy has becomeincreasingly difficult to achieve. Further, consumer demand formore entertaining and relevant advertising has led to the everevolving digital innovations currently taking hold within this sector.To make brands more relevant and engaging, outdoor advertisersneed to adapt to these evolving innovations.

As far as digital signage goes, only tremors have been felt to datewith the real explosion yet to take hold. The exciting thing is theprogression of OOH becoming a much more targeted andaccountable medium. Traditionally, OOH has been used as a bigimpactful medium, guaranteed to reach a mass audience. There’sno denying that creating big impact and high reach is still a key roleof OOH, but with the help of newer specialised digital technologies,OOH is set to become a lot more tailored in how it can deliver morerelevant messages and this in itself will have greater impact and cutthrough for brands.

Similar to cookies that follow us as we navigate online, there will benew technology that will soon follow us on our morning andevening commute, think Minority Report, when we all thought thatdigital future was so far ahead, that kind of digital targeting in OOHis now upon us.

“As far as what digital signage can oer, only tremors have been felt to datewith the real explosion yet to take hold.”

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Some of the key trends to look out for across digital outdoor:

Facial recognition – to serve targeted outdoor ads by age, genderand mood. This technology is already here with Tesco having beguntrialling in the UK but has yet to be fully embraced.

Contextual Advertising – consumers being served digital outdoorads relevant to their situation for example it’s almost lunchtime soan ad for a restaurant near by.

NFC ( Near Field Communications) – we really expect this to growin 2014 as smartphone penetration increases allowing advertisersto serve consumers with additional advertising rich media content,product information and promotional offers to name a few.

Personal preference – through building up profiles on consumershopping habits from mobile devices and NFC, advertisers cantarget consumers with products they’re likely to have an interestin based on previous experience.

With these advances in digital technology set to be embracedacross 2014, it’s exciting times ahead for consumers who are goingto receive a much more engaging and tailor-made experience frombrands looking to reach them through OOH.

Source: Kinetic & endgadget.com

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EXTENDING TV REACH WITH VoD Ken Nolan

Video on Demand (or VoD for short) is not new news. It has been apart of media plans for a number of years and for most advertisershas sat most comfortably when signing off TV activity.

The argument for VoD on plans is a simple one. TV consumptionhas become more fragmented. To ensure that we are reaching andmaintaining strong coverage, agencies seek out eyeballs, whetherthey are viewing on 50” plasma or on an iPad. In the same wayconsumers are no longer channel loyal but content loyal, our planssimilarly follow where the content and audience are.

Is VoD an extension of TV or Digital?

It is not a cop-out to say it is both.

As an extension of your TV plan, wherever people are choosing towatch their favourite programme, be that live on TV, on catch upvia player, or online via a streamed site – we need to make sure thatwe are capturing these eyeballs. It is not just TV, it is AV.

VoD, when bought efficiently, results in incremental reach on TVcampaigns. The amount of incremental reach depends on eachspecific campaign and audience. A rough guide on how the uniqueincremental reach VoD can add to TV campaigns (source: GroupMIreland) is as follows:

· Adults 25-44: 6 percentage points

· Housekeepers with Children: 5 percentage points

· Adults: 4 percentage points

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Understanding incremental reach and coverage is essential toreassure marketers of the success of VoD on plans. In Mindshare weuse a proprietary tool called WebKarma that allows us to measurecombined TV and VoD reach, and shows us the incremental reachusing both channels offers. This gives our clients not only theassurance what they are doing is correct – but the confidence toreally look and grow their AV penetration in the marketplace.

Through econometric study, we have measured the effect of VODupon last click and compared those results to other Online formats.Whilst we need to carry out further study across a wider group ofadvertisers, our initial findings point to VOD delivering 5 times theinfluence on the final click compared to other Online formats.

Can we simply run our TV ad on VoD?

While the simple answer would be yes, this is not respecting theformat. To do this would be the same as taking a print ad andputting it on outdoor and expecting the same results. This approachis simply a tick-the-box exercise, but not maximising the return youcan get within that given channel by tailoring the message to suitthe medium.

How consumers view content is changing. Online video adsoutscore TV ads 2-to-1 in message recall, according to IAB/Nielsenstudy – so brands need to make the message count!

On YouTube and increasingly on other channels, consumers canskip after 5 seconds. On Vine the max time is 6 seconds. Oftentraditional TV ads place the message or key take out at the end.When content is viewed online messages need to be front weightedand ideally made for that medium. The work done by Lyons and VHIthis year are two prime examples of brands understanding how bestto use the medium.

Points to remember for VoD planning:

· VoD is an extension of TV and so needs to be on every planalongside your TV buy to help build reach and coverage.

· When planning TV creative, brief in your creative agency fromthe outset that you will be using VoD channels.

· Make sure there is other online, search etc. running alongsidethe VOD campaign in order to maximise the Online effects.

· Plan and buy VOD using and reporting the same audiences asyour other TV and Online activity.

“VoD, when bought eciently, results in incremental reach onTV campaigns”

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ADAPTING DIGITAL TO DRIVE RESPONSE Ricky Joyce & Maeve O’Gorman

Digital Direct Response (DR) advertising refers to online campaignswhich are planned to derive a specific reaction from consumers atthe lowest possible cost. Digital DR is in a constant state of flux,driven by the speed at which the latest and greatest technology isreplaced and surpassed by new products. It’s about being adaptive,which you will have already come across in this book. To be at thecutting edge of this for 2014, we consider the five areas below asparamount;

1. Increased investment in Programmatic buying

Programmatic buying means the utilisation of automated buyingwithin a campaign, usually based on a mixture of algorithms andadaptive marketing rules set by the advertiser. Programmatic buyingsoftware analyses numerous factors to determine how best to buy,phase and optimise digital campaigns.

An increasing share of display advertising is moving towardsprogrammatic buying due to its inherent efficiency. Althoughprogrammatic suggests little or no human intervention, algorithmicoptimisation can only do so much. Smart optimisations made byanalytical traders amplify performance significantly. Brands canexpect to see more programmatic buying on plans in 2014 andbetter performance as a result.

2. Taking on the cookie challenge

Cookies - small pieces of code that are dropped onto an internetbrowser to track activity - have received bad press recently, andsome of the big players in the online space (Google, Facebook) havebegun to develop their own solutions to try to replace cookies.

This development could disrupt the current models of online DRadvertising which depend on them. Cookies provide advertisers withinformation about the consumers viewing and interacting with theirads for tracking and optimisations. This may become a major issuein the future but we believe the cookie is safe, for now.

Source: Deweys.com

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3. Going mobile

One major weakness with the cookie solution is the unfortunatefact that it simply does not work on mobile. Mobile alreadyrepresents 20% of all internet traffic globally (Statcounter, Aug 13)and it is the only media where consumption is growing (eMarketer).The key to cracking mobile DR is to plan efficient user experiencesand deliver consumers to their goal as directly as possible. Thereare areas where mobile DR will excel; e.g. driving calls to call centresand providing location information. Brands should create mobilefriendly information on their websites to capitalise on theseopportunities.

4. The potential for social DR

Social media platforms namely Facebook have long offered brandslow cost inventory within very basic ad formats on their sites. Thedevelopment of the Facebook Exchange, was the first major moveto grow this. In 2014 this will evolve again as Facebook are testingthe roll-out of their ads outside of their own site. Takingopportunities to use rich social data outside of social networks willbe of massive benefit to brands.

5. Improving your performance measurement

Getting your attribution right is more important than ever before,in fact 55% of marketers expect to invest more in understandingattribution better in 2014 than ever before (eMarketer Sep 13).These tools can be expensive to set up but the long term businessbenefits are massive. As brands better understand the roles ofdifferent media in the consumer journey they can better adjust allmedia investment to optimise towards both hard metrics like salesand soft metrics like bounce rates.

The brands that embrace these challenges and hit them head onwill be the ones who find themselves in the best position to speakmore effectively to their target audience. Digital DR is a long roadwith many twists and turns, but for the ones who get it right, it is ajourney worth taking.

“opportunities to use rich socialdata outside of social networkswill be of massive benefit”

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THE INTERNET OF THINGS (TO COME) Fiona Gallagher

There is much in this document that details how data, technologyand mobile have changed forever the path to purchase funnel andhow this will play out for brands in 2014. However, it is importantto note that these influences are just stepping stones to a worldwhere it will be hard to determine the physical line between devices,individuals and the internet. Hand held mobile devices (be it asmartphone, tablet or the cross-breed phablet) will evolve into‘wearables’ such as Google Glass headsets, Samsung Galaxy Gearsmart-watches, rings and even t-shirts that can monitor our heartrate or determine what shoppers actually see as they navigatearound the shopping aisle.

The Irish adult has on average access to three on-the-go mobiledevices at home*, but shortly the home will see more and moredevices – TV, radio, kitchen appliances and food packing – IP-enabled and seamlessly connected to the Internet via the Cloud.More screens and more data – all providing the opportunity forbrands to both dynamically identify and address consumers at theexact moment of need or alternatively deliver content atunexpected times.

We talk about the challenge of Big Data but, truth be known, we aremerely shaking hands with Baby Data whilst that growing shadowbehind us is Daddy Data

We talk about content marketing but more connected devicesgiving rise to more screen real-estate means that brands equallyneed to be focusing on their screen distribution strategies. Thebuzzword of 2013, ‘native advertising’, already represents a moveaway from standardised ad formats, such as MPUs or skyscrapersthat sit on the side line of the content to ads that are much morecontextually relevant and tend to be delivered within the newssteam of mobile newsfeeds.

No longer can audiences be defined by their demographic, and nolonger can media be defined by channel. Rather, in 2014 I wouldencourage brand marketing teams to foster and harness greatercollaboration with their sales, product and shopper marketingcolleagues to ensure that multiple data sources are collated to bothapply real-time intelligence and content creation for the next stageof connected consumer, connected devices and connected homes.

“brands need to be focusing on their screen distribution strategies.”

*(Source: eircom HSS report Sep 13)

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Social Media

Twitter Driving Word Of Mouth And Sales April 2013

Four Ways To Boost Your Brand’s Visibility On FacebookSeptember 2013

Search

PPC & SEO – Should We Bid On Terms When We Rank Organically?January 2013

Tips for Improving Adwords Quality Score November 2013

Mobile

Rise Of The Tablet April 2013

Turning Mobile Apps Into Sales Engines October 2013

Radio

Spin is Growing Up June 2013

All the facts and figures from JNLR October 2013

The Internet of Things

Have you got The Gear? September 2013

Google Glass – The Future In Sight October 2013

Print

Musings on the Press Industry April 2013

JNRS Embrace Digital In Their Latest Survey September 2013

AV

Online video – An IAB Study from The US May 2013

Brands Who Dare September 2013

Consumer Insights

What do we mean by Engagement? May 2013

Day In The Life Research November 2013

Are we all Emotionally Weak? December 2013

For more information on the topics that you have read here – check out the following blog posts on blog.mindshare.ie

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EVERYTHINGBEGINS & ENDS INMEDIA