The Future of 2013... A Look Forward to the Media Landscape in 2013


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An overview of the 2013 media landscape from Ireland's largest media agency. This presentation reviews media consumption in Ireland and the impact of multi-screening on mobile, social and TV, as well as trends to come. Get the scoop on trading, radio, press and digital, and how best to maximise ROI through integrated media strategies.

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The Future of 2013... A Look Forward to the Media Landscape in 2013

  2. 2. Inside the Future of 2013 Navigating the Multi-screening is Q & A with Bill Kinlay changing media now mainstream landscape in 2013 Q & A with Neil Consumer trends to Measuring return on Johnston watch out for in 2013 investment Radio - a traditional Q & A with business Stop the Press! success in a digital planning team age Last stop to Online commerce - influence - the point Day in the life...a media mobile to social consumption snapshot of purchase!
  3. 3. Bill Kinlay,CEO Q&A What are you most optimistic about in 2013?What are the top things to watch out for in 2013, from Our future as a company! I have never had more faith in thea media point of view? direction that our company is going in. The team we have, the work they are doing, the results they are delivering for our clientsThere are three things that we will see much more of in 2013: and the new directions that we are taking the business… all this makes me believe that our future has never been more exciting.More integration – we will continue to see media come together.Over the past few years, we have seen different media typesdescend into silos. There is now a realisation that the future isabout how different media types will work together to producethe most effective result for the clients. This is particularly true inrelation to digital and traditional media, where we will see themajor shift. Also, in the new directions that we are taking thebusiness… all this makes me believe that our future has neverbeen more exciting. Everything begins and ends in media!Mobile – everything is about mobile at the moment and the paceof growth is staggering. In 2013, if your message doesn’t workon mobile, then your message doesn’t work.Data – data collection is increasing at a rapid rate and what we dowith this data, how quickly we analyse, interpret and act on thefindings is what will differentiate success from failure. “Our future has never been more exciting”
  4. 4. M 10 x 10 “Media is our access point to Navigating the media the world - how we learn and landscape in 2013 share” Emma O’Doherty In October millions tuned in to watch Felix Baumgartner jump Everything begins and ends in media from the stratosphere, bringing Red Bull to This is very simply what Mindshare believes. This is why, despite the new heights (literally) ups and downs of the last few years, we continue to be excited by in branding and record media and it’s advancement. setting, including the most live streams (8m) Why wouldn’t we be excited? Technology is enabling consumers to on YouTube. be more connected than ever before; and enabling brands to have more opportunities to engage with consumers. Most Irish brands cannot consider the scale of such a campaign and are wholly focused on riding out what will remain a difficult And while you might consider this to be a minefield of environment in 2013 for brands and consumers alike. But there is fragmentation, in essence it means that nothing works in isolation still a place for innovation and progression at the heart of what we anymore. A consumer can watch an ad on TV, search for the brand do for brands. Original Thinking must remain part of our DNA - online, purchase, and then post a message for 100+ friends; all from our structure, to how we plan and trade. potentially within a matter of minutes. Multi-media campaigns are not new; what is new is how the brand story unfolds simultaneously 2013 will see us focus on: across media and how each medium must know its unique job in the mix. Call it what you want – integration, convergence etc. - ensuring we deliver best in market value for our clients. - monitoring performance and delivering results. And so in Mindshare we have been working hard to stop thinking, - thinking originally, from trading mechanisms to research to planning, trading and reporting medium by medium. Nothing works implementing. in isolation anymore, remember? We make no excuse for continuing to get excited about the role Media is our access point to the world - how we learn and share. A media plays in making brands successful - connecting consumers colleague recently reminded me that most major world events in our and brands lifetime were watched on TV. Google has almost 5bn searches per day. 2.9m Irish people read newspapers and 85% listen to the radio daily.
  5. 5. M 10 x 10 Second screen usage in tandem with TV viewing has grown organically and with comparatively little encouragement from TV platforms or broadcasters. There were nearly 10,000 tweets Multi-screening is now during the airing of the Euro 2012 Ireland v Croatia match. mainstream While watching TV Iʼve... Jill Robinson, Sam Piggins and David Ahlstrom Chatted with friends/family about online about it 42% Tweeted about it 9% Searched for info online on it 55% Multi-screening is the first screen (usually TV), partnered by another Searched for info online about something advertised 35% screen - a wireless, internet device such as phone, tablet or laptop. Source: nVision Research, 1,000-2,000 online respondents The reason we’ve termed it ‘multi’ however, rather than ‘dual’ screening is because TV viewing is often accompanied by more than one device. Google’s new multi-screen world research identified two There is a growing appetite for social interaction around modes of multi-screen TV content. - Sequential usage. Moving from one device to another at different times to accomplish a task. A third of Irish people would be interested in a device which - Simultaneous usage. Using more than one device at the same time allowed them to interact live with a TV show (e.g. commenting on for either a related or unrelated activity. story lines, rating sports players etc). Unsurprisingly, this increases more amongst the 16-24s and the 25-34 age groups. If we include laptops, smartphones and tablets in our definition of second screens, then penetration is already considerably high. For advertisers in 2013, the real opportunity lies on the second However, in the emerging hierarchy of screens within the home, the screen by adding extra layers of content to both traditional TV TV is still seen as the primary screen for the best viewing advertising, and arguably for the first time programming. We will experience. Its fundamental function is still the same - like fire was continue to see an increase in the number of ads delivering to early man and his family - the TV provides a warm reassurance additional content automatically through companion apps. and commonality, whether we sit around it on our own, or with our friends. For example TV3 plan to launch a companion app for release in Summer 2013. They will be developing content especially that will TV viewers will still overwhelmingly want to use their TV for its be perfectly synced to what is on air. Commercial opportunities original use - watching TV. That is not to say viewers don’t want to will be available with this app. Shazam - in conjunction with TV - augment their viewing with the opportunities that connectivity had already been used by Mindshare for Heineken in 2011 and presents, namely social TV interaction, programme promoted most recently for Volvo in 2012. In 2013, expect to see more transactions and companion content. Rather, these behaviours will mobile applications like Shazam and platforms like Twitter sitting sit more naturally on the second screen. side by side with TV content.
  6. 6. My data Data is the new currency forTrends to watch out for in organisations seeking to2013 unlock the value of customer information. ‘Big data’ became a familiar phrase in 2012. Expect to hear more of it inHilary Tracey and David Ahlstrom 2013. Consumers want to harness Consumer life is changing at a fast pace due to the technological and use their own data to advances and the impact of the global recession. Whilst there are improve their daily lives - from many emerging consumer trends, from a media point of view, location based offers to these are the ones to watch out for ... shopper savings. Mobile applications lead the way, Info snacking notably real time transport Navigating the day in terms of news, information and activities apps, such as Dublin Bus and now needs to be quick, easy and digestible. This means that long- Hailo, and utility and banking form content is relegated to leisurely occasions (e.g. weekends) service providers. and snackable content leads on every other occasion. Look at how Twitter is training us to communicate with just 140 characters. Implications for media: Offer solutions that allow Implications for media: Every moment is being used wisely – we consumers to make sense of are cramming experiences and content to fit around busy lives. their data in a consumer Mobile devices allow us to grab information on-the-go. friendly way e.g. Bord Gais Advertisers and c o nt e nt p r o d uc e r s ne e d t o ma t c h Energy app. consumers’ attention spans by offering easy and quick solutions to access information and content. “Consumers want to harness and use their own data to improve their daily lives”
  7. 7. Shop-timisation PlaytimeShoppers are now faced with more choice than ever before, such A positive movement emerging from the global recession is theas deals, own brand and all the choice the internet offers. While increasing focus on happiness and wellbeing.some embrace the control choice offers, others are overwhelmedby choice anxiety; both are looking to determine the best options Not only are individuals prioritising differently, several governmentsfor them. Word of mouth and peer reviews play an important role have committed to measuring happiness and wellbeing - recognisingin navigating choice – 70% of Irish consumers say that they are that they are important indicators of the economic health of themore likely to buy a product or service if a friend or family country. Consumers want to bring happiness into their lives. Gamesmember recommends it (Source: Future Foundation). consoles, mobile and social gaming are examples of how consumers are squeezing play time into their day - 44% of Irish people haveImplications for media: Help shoppers navigate the multi-choice played games within social networkinglandscape by providing information through channels based on sites (ibid). It’s not just for youngshoppers’ media habits and preferences. people – 69% of Irish people aged 40+ have played a computer/video game in the last week. Implications for media: Consumers are looking for light relief… to be entertained. Fusing play into media touchpoints can be a route to engagement for brands. Nestlé incorporated play in their recent KitKat campaign, concealing a GPS device in a bar to find a cash prize winner. “Fusing play into media touch- points can be a route to engagement for brands.”
  8. 8. screeners”). Mindshare has been actively exploring the offline-online interaction over recentMeasuring return on years, and have now introduced newinvestment methods and tools to a s s e s sDave Bruen and Sinéad Farrell effectiveness. Clients are now actively It’s not surprising in the sometimes paradoxical world engaged in the we live in, that the exponential increase in available data process and has increased the challenge of making sense of it all. willingly share their data Making sense of this data will be a focus for many clients in the pursuit of knowledge. The most recent addition to the in 2013 - which elements of marketing are working, which Mindshare toolkit is a client accessible dashboard called Adalyser. are not, and which Adalyser is a web-based analytics tool that measures and visualises the“Making sense of data will work best effectiveness of TV, press, radio, door-drop and online advertising. Itbe a focus for many clients together? allows Mindshare to analyse activity and use the analysis to optimise future campaigns, maximise responses and drive increased footfall. Andin 2013” For the vast it’s all shared through a client accessible dashboard. majority of businesses, the variety of factors that are brought to bear on a We take clients’ raw data; responses, sales, footfall and more, and brand’s success are many and varied - advertising, pricing, match it with media spend, presenting results in a format that is easy to distribution, competitor activity and the weather! The usual understand and interrogate. Attribution models match client data to method used to establish the relative effect of these variables is specific marketing communications, and then regression analysis econometric analysis. identifies correlations between marketing activity and outcomes, allowing us to make informed assumptions based on past performance. Taking all available and relevant data, regression analysis will attempt to plot a ‘line of fit’ to explain the historic sales Most importantly it allows us to analyse the effect of offline media performance and then use the results to project forward. This activity on online sales, and vice versa. This gives us the ability to view makes econometrics quite strategic by nature. and interrogate campaigns as a whole, examining each element as it stands alone and as a part of overall communications. It’s another step Usually clients seek a more immediate evaluation of performance, on the path to further understanding how effective marketing activity is, and within this, the greatest challenge for 2013 is to uncover the and one which we at Mindshare are looking forward to exploring with most effective way of integrating traditional and online channels. our clients further in 2013. This may be understanding the ROPO effect (Research Online/ Purchase Offline or vice versa) or the effect of traditional media on online search behaviour (TV, Google and the “multi-
  9. 9. Neil Johnston,Head of Trading Q&AWhat are the biggest trading challenges in 2013?Advertiser demand has once again contracted in 2012,particularly in the last quarter. Whilst we are quietly optimistic for2013 media investment, general business conditions will remaintough. There remains over supply in the Irish media marketplace -be it innovation, proven return on investment, shared businessrisk, the use of trade barter or good old fashioned priceadvantage.In 2012 we began to control the ‘long tail’ of our clientinvestment. This will gather pace in 2013 and perceived size isnot a guarantee that media owners are not in the ‘long tail’. All ofour 2013 media deals need to be future facing. What are you most optimistic about in 2013? Ireland has a fantastic technology based economy, with the likes “Our trading for 2013 will of Facebook and Twitter headquartered in Dublin. look to cement business This means that the Irish media marketplace is one of the most advanced in the world, despite its relative small size. 2013 will partnerships with those see Mindshare apply new technology to the way we trade certain media. This will make our client’s media more effective and cost media owners that deliver” efficient but it means that our media deals must include access to data and the acceptance of our technology as a key plank in how we trade.
  10. 10. We’re at the very heart of the most exciting businesson the planet – media.More technology. More speed. More channels.Every aspect of human life has been transformed bychanges in the media.
  11. 11. “Irish newspapers are The ‘survival of the fittest’ theory is very relevant to the publishing loved brands which willStop the Press! world. Print brands need to (and develop into ‘news in most cases do) embrace brands’ offering people change and evolve to stay news on the media relevant for the modern consumer. The key is to develop channel of their choice.”Gemma Morris, Jessica King and Darren Bracken print and digital platforms in tangent, so that they complement and support each other rather than directly compete. There continues to be a lot of pessimism about the print market. The consensus is Managing online migration is a challenge – but in a world where that “the old fashioned newspapers and content is king, newspapers employ some of the most talented magazines” are struggling for their creators. Whilst people are going online to get the latest news and survival and recent closures and falling quick updates, they still turn to their favourite journalists for circulations have not helped combat that commentary and analysis. Understanding this consumption, making perception. sense of cannibalisation patterns and building the business model to suit, may help increase revenue. The questions being asked are: We have seen sales teams rapidly adapt their approach. Editorial teams - how will the medium cope with are becoming more commercial and flexible, integrated press and continued falling circulations? digital offerings are becoming the norm. Agencies and publishers are - how will the medium address the working together to determine how they can best link their digital and impact that digital is having on print message and maximise reach and relevance. The NNI announced readership levels and profits? that by the end of 2013 the JNRS will include combined print and digital figures for news brands. However, when we delve a little deeper and look at this with ‘glass-half-full’ We know brands are powerful and if the mother brand is strong and eyes, the opportunities for the press loved, product extensions can be successfully launched. Irish industry outweigh the challenges. newspapers are loved brands which will develop into ‘news brands’ offering people news on the media channel of their choice. A massive 83% of Irish adults read a newspaper at least once a week (versus 63% in the UK). Even against the young tech savvy consumer, The oldest medium it may be, but press is definitely the medium press remains strong with 75% of 18-34 year olds still reading a undergoing most change. The model is changing and not everyone will newspaper once a week or more. There appears to be life in the old get it right. Most newspaper houses are reviewing all aspects of their dog still. business which should result in more efficient companies and ultimately a more attractive and fine-tuned product. Glass half full, we feel.
  12. 12. Hilary Tracey and David Ahlstrom, What are you most optimistic about in 2013?Business Planning Q&A David: The rise of the second screen - how Irish people engage with it and what brands do to leverage it. There is no question that the increased number of devices and gadgets in the home will have anWhat do the BP team do? effect on our media consumption habits in the future. They will also change how we behave with existing devices too. 2013 needs to beThe Business Planning team identifies the challenges and the year Irish brands and broadcaster embrace this.opportunities facing a company at the brand and business level. Wedevelop strategic solutions and approaches to these challenges, Hilary: The possibilities that data can offer us in terms ofusing market and bespoke research, trends and analytics. understanding consumer’s true behaviour. From seeing how people interact with mobile apps, use their location data or tweeting to a live TV programme, there has never been a more exciting time to weave data patterns into our understanding of consumer media consumption habits. “I’m most optimistic about the rise of the second screen”“There has never beena more exciting time toweave data patternsinto our understandingof consumer mediaconsumption habits”
  13. 13. The social evolutionOnline commerce - mobile to Social marketing is set to be one of the biggestsocial marketing tactics in any marketers tool box in 2013.Tyson Pearcey Social is allowing us to advertise, engage and have conversations with customers, but is any of that generating a significant volume of direct sales? Not really, the future of social Online commerce has exploded. The “ 36% of smartphone users are commerce will infact take place outside of r i s e o f m u l t i - already purchasing products and social networks. Social commerce on social s c r e e n i n g h a s services on them, so we can’t say networks does work for boutique brands and changed the way we businesses i.e. gaming, but for large brands it’s not happening any longer” and retailers in-network transactions will be conduct our lives, using multiple media mainly a branding play and not driving direct platforms is now standard. Marketers are well aware of this and are revenue. taking every opportunity they can to convert us at many of these touch points. The more realistic opportunity is to focus social on customer acquisition using existing customers and experts to drive 2013 will see brands continue to adapt quickly to this fundamental trial and adoption. This can be realised through setting up social shift in how we are consuming information. The true juggernauts of referral programmes where customers become advocate affiliates & this opportunity are mobile and tablet devices. If you havent yet had can be used to acquire new customers. the chance to digest the latest figures, Irish smartphone penetration for 2012 is approximately 71% (Source: iab Ireland). In 2013 more brands will be using social as a marketing and communications push device, via SoLoMo (the joining up of social, In accordance with this rise, global brands are prioritising the local and mobile marketing), sending out messages to mobile users development of their mobile websites, improving conversions and presenting them with location-based offers. Physical stores will offer overall user experiences with the knowledge that this is the sector incentives to mobile users that are close by in an attempt to draw with the most potential and where the stakes are highest. The long- them into the store. SoLoMo will capitalise on the rise of smartphone term solution is to create sites with a responsive design, providing use to pull together social and local initiatives, offering a more the ability to fit any device or browser. personalised and local experiences that will build customer loyalty. The reality is that 36% of smartphone users are already purchasing This should ease up the pressure for social to deliver direct sales with products and services on their mobile so we can’t say it is not the understanding that the conversation they started in a social happening any longer. It is an extremely powerful tool for retailers to environment will contribute to a potential customer to make a increase sales, conversions and loyalty. purchase at a later stage. An assist is as good as a goal in any game.
  14. 14. traditional medium, it is important that it maintains its relevance in a digital age. 2013 will see the introduction of a number of new threats to radio, with Microsoft and Google both developing music only radio Radio - a traditional success stations to be accessed through their software. Is this a genuine threat for 2013? Perhaps not, but it is helping the stations to improve on their in a digital age offering. Social media is the strongest example of this as it plays an important Conor White role with modern Irish radio; presenters now have the opportunity to communicate to a much larger number of listeners during a show. If it ain’t broke... Radio listeners are accessing Irish radio stations through a number ofWe have spoken extensively about digital integration in 2013.One medium that is bucking this trend is radio, with 85% of the “The strength of radiopopulation tuning in daily this year, it appears Irish radio’s strong is not to beemotional connection with listeners is still front of mind.Radio has faced many challenges, similar to other traditional media in underestimated”the last 10 years. non-traditional platforms, whether itOnline access to international radio, the iPad, smartphones and social is through their TV, iPad or simplymedia have been the key challenges, but they have been unable to deter streaming online, but the key here isthe popularity the Irish public retain for home-grown talent every day. that they are still looking for IrishThe strength of radio is not to be underestimated. With the average radio stations. While radio continueslistener tuning in for nearly 4 hours each day, local and regional radio to adapt where necessary in a digitalcontinues to be king. 58% of age, it is one mediumthe population tune in to that has provenlocal/regional stations its continuousevery day. Local content, success.familiarity and the ‘on-your-door-step’ feel allow thesestations to communicatewith their followers at amore intimate level thanany other media. Theydeliver larger audience thanany national radio station.While radio is clearlyshowing its strength as a
  15. 15. products in store. In 2013, Irish consumers will be actively looking for a pleasurable retail environment -Last stop to influence - the point of 76% of Irish shoppers would like to see retailers try to make the in-store environment more fun andpurchase welcoming (Source: Visualise). This is just as true with online retail environments.Aoife Dunlevy Shopper marketing formats can act as both a navigation tool and a welcome distraction for shoppers in a retail environment. Coca Cola, The consumer journey is no longer a linear process. The media touch Cadbury and P&G made innovative use of supermarket a i s l e s i n points you have seen in this book are no longer stand alone. They 2012 by turning them into Olympic sports. The weekly shopping work in tandem with each other providing many channels for the experience was pleasantly disrupted and drew attention to particular consumer to discover and pull information towards them. aisles. Whatever journey the consumer takes, the final destination is the What is the equivalent of shopper marketing for online stores? store - physical or virtual. The store is the last chance to persuade the consumer to purchase. Ensuring that the right message is in the Unlike physical stores, there are many paths to the door of an online right environment is crucial at this point of the journey. store. Online commerce strategies point to the best way to drive consumers along that path to your website. Once there, the consumer Outdoor formats plays this vital role at physical retail stores, acting needs to find the purchase process easy just like in a physical store. as directions to store (e.g. retail citylights) and as a last reminder The big difference being, consumers can click right out of your before shoppers enter in the store (e.g. purchase points, store website store in a second, unlike the physical store. At this crucial points). point of the journey, the consumer needs to be able to navigate the Once in the store, the “The store is the last online store with ease to make their purchase. consumer can embark chance to persuade the In 2013, no one path to purchase will be one and the same. From the on a completely first brand exposure, consumers will find and make their own path to different journey than consumer to purchase” purchase, navigating along various media touch points. The path will what was originally ultimately end at the store the, last point of influence. The key point intended. The in-store for successful consumer shopability in 2013 - make the purchase path to purchase - consisting of aisles of products, eye-catching decision easy by creating a comfortable and welcoming shopping promotions, trolley, basket advertising and so forth - can do one of environment. Consumers spend money where and when they feel two things: distract the consumer from what they came in for, or good. At the final stop on the path to purchase, make it easy for the easily direct the consumer to find what they want. consumers to part with their hard earned cash. Ensuring the shopping experience is a pleasurable and relaxing one, allows the consumer to be more responsive to messages and
  16. 16. of young urban early adopters use VoD at some point during the day vs. 3% of housekeepers with kids‘Day in the life’ - an Irish multi-media Housekeepers: Social mediaconsumption snapshot and TV peak at the same time in theRachel Ray evening for Housekeepers - an important We are surrounded by so much information these days but what use insight for is all this data without insight? Since 2009, Mindshare has been p l anning conducting bespoke research for clients and media owners alike. Our multi-media point of difference and central to our delivery, is our application of campaigns our media knowledge to this research. that involve social. In 2012, seeing a knowledge gap in the market, we invested in Day in the Life - a nationwide research piece that gives us an hour by hour L e i n s t e r breakdown of activities and media consumption. Here are just a few Males: examples of what we’ve learnt... In this second graph we’ve looked at Leinster males vs. males in Connaught and Young Urban Early Munster. Leinster males seem to be staying up later, consuming Adopters: various media into the late hours. Radio is, overall, more popular with We can see from this males outside Leinster, peaking 10:00-14:00. chart that social For Leinster males radio peaks at key commuting period, 18:00. media peaks around and TV peaks around 23:00. However for other Irish males peak TV 13:00 for this group - viewing occurs around 21:00. not a regular pattern for social media We look forward to rolling out this project again in 2013. It will have consumption, which important applications for areas such as multi-screening, the usually peaks in the consumption of print and how to target different demographics at evening for most different times of the day. Alongside this piece, we are planning a demographics. TV number of unique projects in 2013 ensuring both Mindshare and our viewing drops off clients are equipped with all the information we need for smarter, between 18:00-20:00 more effective planning. Keep an eye on our blog for further research for Young Urban Early insights and updates. Adopters, but picks back up at 21:00. VoD interestingly however, has a peak in between then. On average, 10%
  17. 17. Mindshare, media consumption experts Consumer Trading In house insights experts digital experts Tailored Measuring Social media research media management solutions investment Measuring Strategic Social media media solutions auditing effectiveness Media channel Search & SEO Social media planning specialists monitoring
  18. 18. For year round media news and insights, check
  19. 19. Everything begins andends in media