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Mindshare Ireland - Future of 2015


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Mindshare Ireland - Future of 2015

  1. 1. MINDSHARE Future of 2015 - A LOOK FORWARD TO THE MEDIA LANDSCAPE IN 2015 Client Leadership The Exchange Business Planning
  2. 2. What’s On Mindshare’s Agenda In 2015 Bill Kinlay Introducing 2015 Emma O’Doherty Will B2B Digital Marketing Save The Salesman? Fiona Gallagher Trading: Growth & Programmatic Momentum Neil Johnston Everyone Is Talking In Video Jill Robinson Cinema, Start Your Experience In The Lobby Vivienne Storan Wearable Tech, Finding Context In A Heartbeat Keith Wallace & David Kirkpatrick It’s Time To Dashboard Your Data Dave Bruen Don’t Forget Consumers Are Individuals Hilary Tracey Where To Find Us Online Digital Adding More Power To OOH Sinead Scollan Media: Close To Hand Michael Kehoe Creativity In Radio + Radio: A Shift In Dominance Conor White The Challenging, But Optimistic Publishing World Darren Bracken Innovation Is Not A Question Of Choice David Ahlstrom How Social Has Revolutionised Audience Targeting David Kirkpatrick Getting Back To The Brief Ken Nolan Top Search Topics 2014 & 2015 Oliver Smith
  3. 3. 4 What’s On Mindshare’s Agenda In 2015? Simply put, our aim in 2015 is to continue to differentiate ourselves within the market. Mindshare has had a strong track record in doing this and 2015 will extend our differentiation even further. Firstly, we will build on our adaptive marketing positioning by launching The Loop, the physical manifestation of adaptive marketing and a place where all stakeholders can come together to make business enhancing decisions in real time. We believe there will be a greater coming together of brand and performance and to match our excellent credentials in brand, we intend to further invest in the performance side of our business with a strong focus on data collection, interpretation and visualisation for our clients. Research will continue to be a central pillar of our business as we cement our position as the media consumption experts. We will continue to invest in and expand our unique DILO (Day in the life of) research project, which gives us up-to-the-minute insights into changing consumption habits. We also have some brand new research projects to help us stay ahead of the competition. Digital will continue to be a core focus in 2015, as we demonstrate the power of the integrated approach that we offer our clients. The emphasis will be on programmatic with the launch of Xaxis; further enhanced and improved Digital strategy, with new talent joining; and efficient excellence in Digital implementation and buying. Creativity will be a key differentiator and we have appointed David Ahlstrom as our Head of Invention to further extend our lead in this area. Although there’s finally some growth back in the advertising business here in Ireland, 2015 will continue to be a highly competitive environment; but with our focus on the areas listed above, we’re in a strong position to grow our business and to increase our market share. Bill Kinlay CEO
  4. 4. 5 Welcome to our latest Future Of, our annual series of observations, opinions and predictions for media and advertising in 2015. This year we cover everything from dash-boarding to targeting to wearable tech, and we’re bringing you these in print, online and video format (it’s all the rage apparently!). What is obvious as you read through these articles is the ongoing impact of technology and the ever present word ‘digital’ in all media channels. More important, however, is the pervasiveness of three key themes coming to the fore for 2015; all very much driven and enabled by our technological capabilities: content, creativity and convenience. Content. The by-product of wanting (or needing) to connect with potential customers in social media and how we use other media channels too. Creating content, and the difficulties it presents for brands, will remain high on the communications agenda in 2015 – from the need for video, to interactive OOH, to publishing. What works? What do people really want to read/hear/watch? (Check out Google’s top searches for 2014 to be even more confused.) Creativity. We happen to work in an industry that is ever-changing; full of great innovators, thinkers and artists; and fundamentally about people. Getting our heads out of spreadsheets and back into the creativity of the media world is so important in 2015. It is no mistake that we have two articles side-by-side about data and people! Our solutions for clients need to come from solid information, but also do what advertising does best – inspire and excite. Convenience. Make it easy. Whether it’s inviting consumers to view content, buy your product or talk about your brand. And we need to make it easy to get your messages in front of your consumers. Check out our infographic – Close To Hand – for some top tips on what media convenience means to Irish people. And finally, in my opinion, no brand can do these three things well without bringing another ‘C; word into the mix; being clear and definitive about your brand culture. That will truly be the key to unlocking great content, creativity and convenience in 2015. Introducing 2015 Emma O’Doherty Managing Director
  5. 5. 6 Innovation Is Not A Question Of Choice 2015 will see the launch of Mindshare Ireland’s Invention service, we asked David Ahlstrom, Head of Invention, to explain a bit about it. What does the Invention team do? The Invention team is the hub of the agency’s creative thinking, focusing on non-traditional activations through branded content, sponsorships, experiential and social media. We will be responsible for bringing together specialists in ideation and activation to deliver innovative and effective partnership solutions for clients. We can do this as part of our planning process, the Original Thinking Framework (OTF), or through specific briefs from clients. Why is innovation so important? Innovation is not a question of choice. Consumers are innovating every day. When a new piece of technology is created, consumers will come up with unpredictable ways of using it. So we need to understand these changes and react to them with an equally creative response—as quickly as possible. Where to next for clients? Our aim is to bring exciting activations to all our clients – those that spark and fuel conversations, and communications/business KPIs. Great briefs and open minds allow us to really deliver on that promise. Creativity, or Original Thinking, is at the heart of Mindshare’s philosophy; we won Gold for Creativity in Media at the Irish Media Awards in 2014 for Lynx and in 2012 for Mazda. This was further underlined with our Grand Prix win for Vhi Healthcare’s Blue September Campaign at the 2014 Irish Media Awards. David Ahlstrom Head of Invention spark & fuel conversations
  6. 6. 7 How Social Has Revolutionised Audience Targeting About two years ago Facebook bought the struggling adserver Atlas from Microsoft to little acclaim. Everyone thought Facebook was going to launch an ad network to rival the Google Display Network; they were incorrect. Facebook’s plan, as it has transpired, is to change the way we approach tracking in digital advertising. Facebook (and the market) has realised that the way we track users right now, through cookies, is fundamentally flawed and ineffective. Cookies ‘understand’ us and our behaviour by tracking our desktop or laptop. But this throws up lots of questions: what if you share your laptop with another person? What about usage on your mobile device? What if you have a work laptop and a personal laptop? What if you are savvy and you clear your cookies? Erik Johnson, Head of Atlas, declared at the 2014 Web Summit that cookies are only 59% accurate. That’s 41% wastage on what we consider the most accurately tracked medium available! So why did Facebook buy Atlas? Well, Facebook realised that they have data more powerful than a cookie – your Facebook profile. They know you and your personal traits. So once you have logged onto Facebook on your device of choice, in almost all cases, Atlas can match you to your profile and hence create an infrastructure that far exceeds the 59% accuracy that has been touted for cookies. What does this mean for advertising? Well, it’s a fundamental shift in how we approach digital. It will mean we can target people and understand campaign delivery across devices. It will get us a little closer to understanding digital Return on Investment. It will give us more depth in how we target digital ads. While it’s been well over ten years since we bought into the dream of one-to-one marketing, this change is probably the most significant single step toward this utopia. Cookies are only 59% accurate” Erik Johnson, Head of Atlas David Kirkpatrick Digital Strategy Director
  7. 7. 8 Getting Back To The Brief Working to core business needs 2015 is about getting back to basic questions. What is the brief? What is the communications challenge? Setting simple and clear KPIs – whether that is to drive more footfall, increase quotes or raise awareness of a new product. It is essential that all stakeholders agree what success (or failure) looks like, based on that clearly defined business KPI. For that to work, we need to forge a better agency / client relationship. Integration is essential to this, from brief to plan to communications solution. It is also essential in the way clients and agencies work together, and even more important with how clients’ agency partners work together. Ever evolving services Our Future Of articles and videos do a wonderful job in highlighting the opinions, skills and expertise that Mindshare gives to our clients – it is essential that we continue to inform our clients of the evolving ways in which we can help them answer their business needs and work seamlessly with other communications partners. And our service offering continues to evolve, in line with consumers and the media landscape. Media neutral solutions One of the biggest barriers and distractions clients face is integrating their traditional and digital offerings. Mindshare has integrated digital into all aspects of the agency so that we offer our clients a media neutral viewpoint. Everything we do goes back to your brief, your communication challenge, the target audience you are looking to reach and the optimal place and time that we can best reach this audience so that your communications message lands and cuts through the clutter. If the solution is 100% digital – then that is what is put forward. Likewise the solution could be print, radio, TV, outdoor or cinema. It is not digital first, but consumer first. 2015 is about getting back to… setting simple and clear KPIs
  8. 8. 9 We have spent 2014 working with clients to understand what it is they truly want from their agency partners and have focused on creating a company and culture that delivers just that, a media agency built around you, your business needs and keeping it all simple. Ken Nolan Deputy Managing Director BUSINESS   PLANNING   CLIENT     LEADERSHIP   THE     EXCHANGE   BUSINESS  PLANNING   “ask  and  answer  the       BIG  ques2ons”   Analy6cs,  consumer  insights  and   communica6ons  planning   THE  EXCHANGE   “making  It  happen”   Implementa6onal  media  planning  and   buying  across  all  online  and  offline  channels     CLIENT  LEADERSHIP   “21st  century  account   management”   Understanding  the  business  needs   POE  media  planning  across  all  online   and  offline  disciplines   OUR STRUCTURE INVENTION   “The  hub  of  the  agency’s   crea2ve  thinking”   Department   focused   on   non-­‐tradi6onal   ac6va6on   through   branded   content,   sponsorship,   experien6al   and   social   media.     INVENTION  
  9. 9. “How To” 1. How to draw 2. How to shift 3. How to kiss 4. How to contour 5. How to crochet Searches 1. Robin Williams 2. World Cup 3. Ebola 4. Malaysian Airlines 5. ALS Ice Bucket Challenge Events 1. World Cup 2014 2. Electric Picnic 3. Champions League Final 4. Ryder Cup 2014 5. Heineken Cup You Tube Videos 1. Mutant Giant Spider Dog 2. Nike Football: Winner Stays 3. First Kiss 4. The Voice IT 5. iPhone 6 plus bend test News Stories 1. World Cup 2014 2. Garth Brooks 3. Celebrity Photo Hack 4. Michael Schumacher 5. Robin Williams News Stories 1. Ebola 2. ISIS 3. Malaysian Airlines 4. Crimea / Ukraine 5. Ferguson IRELAND THE WORLD Top Google Searches In 2014
  10. 10. 1. Integration Search will become increasingly integrated with all media, in particular digital display. Where PPC has often worked in its own silo, it will increasingly work harder to share data. Keyword history will be shared with social and programmatic display, in order to remarket further across media, and to build lookalike audiences which can be used to reach new and similar audiences in new places. Search data can also make programmatic buying more efficient – through improved targeting and lowering cost. 2. Website Content In many instances the quality of brand websites has fallen because the focus of content generation has been on social. This results in lower organic rankings, as fresh and relevant website content is crucial to rank well, particularly in competitive spaces where brands regularly want to feature. It also means that some brands are missing out on the opportunity to attract good quality, relevant traffic to their website through content generation in their brand territory. The brands which own the go-to websites for their brand territory will win, on both organic search and PPC. 3. A Common Metric For Planning Search lacks a commonly accepted industry metric to explain reach. Clicks, CTR and CPC do not go far enough, and forecasting tools for search are limited. In order to grow PPC activity in areas where online metrics are not clear cut (such as sales volume and cost per sale), we need to get more creative as an industry to address the issue and provide planners with clear cut metrics to populate plans. We should expect some more creativity from search teams in 2015 to address this, but for full credibility, it needs to be an industry agreed method. Ollie Smith Head of Search 11 Search Top Talking Points For 2015
  11. 11. 12 The role of the salesman has lost its potency Across all industries, it is recognised that digital media and technology have disrupted the traditional path to purchase. Through online reviews, price comparison sites, brand websites and social networks, buyers are now marching confidently into showrooms, dialling up call centres and making bookings online fully armed with the latest price and product specifications. The role of the salesperson in many sectors has moved from one of persuasion to simply transactional. Nowhere is this shift more evident than in the area of business to business (B2B) marketing. Usually involving much longer purchase cycles and formal buying processes of high net products and services, the role of the sales team was to build relationships with precise groups of decision makers. Marketers were charged with feeding the lower end of the funnel via lead generation. Email, followed by search and social in recent years, were the weapons of choice and campaigns were executed in line with key renewal dates. Mobile and content are winning in B2B too However, Google research states that the average B2B decision maker today is 57% along the buying process before they even make contact with a sales team. This reduced window of influence can be attributed to a number of factors: • Decision makers are ‘always-on’ for business; office v home is blurred with 82% of global executives researching business products in the evenings and 62% researching at the weekend. • 75% of US B2B buyers rely more on content to assist in their decisions. • Mobile is increasingly the research device of choice so content must be easily digested and accessible. • Prior online data capture techniques are losing their effectiveness - among IT decision makers, 37% say that they are less likely to consider a vendor if the first piece of content they encounter is gated with a lead capture form. Will B2B Digital Marketing Save The Salesman?
  12. 12. In 2015 we expect to see more B2B marketers recognise that business prospects should be treated like consumers and nurtured to ensure that they are speaking to the need state of the buyer at the right time and in the right place. According to Forrester Research, companies that excel at lead-nurturing generate 50% more sales-ready leads at 33% lower cost. Personalisation will develop better leads  Industry reports from the UK and US show that trade/live events still rank high for effectiveness among B2B advertisers, but in 2015 expect increased focus on online content creation, message sequencing, re- targeting and video, all powered by increased data (first / third party) and marketing automation platforms. The integration of these tools will be key to better awareness and personalising their story among potential prospects – ultimately delivering a better lead to the sales team. Paid media can assist in the quest for content Content creation will remain a resource challenge for many Irish B2B marketers in 2015, and as such, we forecast paid media will play an increased role in helping brands to both publish and distribute segmented content to compliment and extend the reach of their own generated content on social platforms such as LinkedIn, Twitter and Facebook. Fiona Gallagher Digital Strategy Director 13 Companies that excel at lead nurturing generate 50% more sales- ready leads at 33% lower cost Sources:, IDG Global Solutions –Global Mobile Survey 2014 Jun 2014, –What Makes B2B Decision Makers Tick? Oct 14, http://
  13. 13. 14 If a picture can paint a thousand words, how many can a video paint? Everybody is talking video. In November 2014, Mark Zuckerberg proclaimed “In five years, most of Facebook will be video”. A quick glance at your newsfeed suggests that it might be sooner than that. According to Cisco, video will account for 69% of all consumer internet traffic by 2017. In the same period video-on- demand traffic alone will have almost trebled. So 2015 will be the year that the AV landscape, be that traditional television broadcasting, on-demand or online, changes and changes extensively. On January 1st, UTV Ireland’s launch marked the licensing of the first new TV channel in Ireland since Channel 6 back in 2006. 2015 will also be the first full year of the Channel 4 Ireland opt out. TV plans are adapting to meet the huge new increase in choice that has been presented to the consumer. As the market expands and diversifies it presents our advertisers with more and more choice – this is good news. GroupM predicts that the TV market will see 7% revenue growth in 2015. 2014 saw a marked and consistent drop in young audiences for traditional broadcasters. We see this trend continuing into 2015. This is why we emphasise a focus on integrated cross-video planning and Mindshare’s Exchange structure is best placed in the market to adapt to this; in fact the Mindshare team has had integrated digital and TV planning since 2011.   Programmatic buying is being touted as the one to watch in 2015. Mindshare however has had a programmatic video solution for the past two years through our partnership with Videology. In 2015 we will be working further to bring traditional and online video reporting together. 2015 will also see UPC and Sky implement advertising solutions for their on-demand services. This means that for the first time in the Irish market we will be able to advertise around some of our favourite box sets like The West Wing and Mad Men. Jill Robinson Head of Operations Everyone Is Talking In Video Video will account for 69% of all consumer internet traffic by 2017
  14. 14. 15 The evolution of the Out of Home (OOH) landscape continues to change from static ‘paper and paste’ billboards, as more digital capabilities are sought by advertisers and agencies. With dPods and Totems in shopping centres, Tranvision screens at key Dublin railway stations, NFC on bus shelters, urban Orb screens and DigiTowers, OOH is becoming increasingly digital-focused creating much more engaging opportunities for advertisers. What can we expect in 2015? • The move to digital will continue at a slow pace, currently being led by Exterion Media and JCDecaux. • Exterion Media’s win of the CIE contract has seen it push digital into new areas, introducing established shopping format dPods into railway stations; giving advertisers the opportunity to target 1.1m commuters weekly, as well as modernising the advertising infrastructure on the rail network. • Digital bus-sides will not be with us anytime soon, unfortunately. • JCDecaux launched digital units in Stephen’s Green and Frascati Shopping Centres with additional centres coming on board in Q1 2015. • The contract for Adshel Bus Shelters is due for renewal later in 2015, so expect to see Clear Channel really push on the innovation front. Be adaptive Digital OOH (DOOH) empowers advertisers like never before to be adaptive - day-part, seasonal and dynamic messaging can all be facilitated. A great example is Unilever’s two thermal-activated campaigns in Summer 2014 - when temperatures reached +19°C the Digitowers displayed HB Ice Cream and Sure deodorant messages.   While the paper and paste units will remain dominant for the foreseeable future, DOOH is adding a much needed layer of interactivity to an already powerful branding medium. More of this please!   Sinead Scollan Account Manager Digital OOH empowers advertisers like never before to be adaptive Digital Adding More Power To Out Of Home
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  17. 17. 18 Creativity In Radio A Radio First November saw an Irish radio first, with the first ever fully live radio show hosted by Ray Foley and his 98FM breakfast crew. A 100% live show with no pre-records, no safety net…… just live music, live guests, a live audience, live jingles and even live commercials. The two hour show was broadcast from Vicar Street with a live audience of 400 people. Guests on the day included The Coronas, Pat Short, Simon Delaney and even a special guest appearance from Bosco. This is a great example of just how innovative radio can be. Mindshare were delighted to be the partner for the event, which showed the originality a traditional medium like radio can deliver in a modern digital world.
  18. 18. 19 Changing of the guard 2015 will see a changing of the guard in Irish radio, it is not just a movement of personalities, but a movement in station dominance. 2014 has seen the regional stations come of age. While collectively they still hold the largest youth audience in the country, they also now deliver the strongest 25-44 audience. Some stations have reacted positively to the new kids in town, with 2FM spending the last two years redeveloping its offering; while others have had change pushed upon them, with Radio 1 and most recently Today FM losing key presenters and being forced to make changes. The consolidation of the regional stations into one sales group, Media Central, will begin to show some strong commercial returns in 2015. Regional stations iRadio, Spin, Red and Beat, were born in the social media era and represent radio in the 21st century; they are lifestyle radio brands that talk to their listeners not just through the airwaves, but through social media, live events, podcasts, texts and even online magazines. They offer a diverse and uniquely integrated future for radio in Ireland, the old guard would do well to sit up and take notice! Complementary technology The audio market will become more influential in 2015. What does this mean? For a number of years the question has been asked whether hard tech, such as ipods, and online offerings, such as Pandora or Spotify, would spell the end for radio. Simply, the answer is no. The media world has accepted that there is room for both radio and online audio offerings, in fact the change of opinion has been so great, that it is now felt that these services complement one another. So while the audio market is still dominated in Ireland by radio, it will now grow to include online offerings such as Spotify in 2015. Much like any standard TV plan that has grown to include VOD, expect the same in radio Conor White Head of Press & Radio Radio: A Shift In Dominance Regional stations… were born in the social media era and represent radio in the 21st century
  19. 19. Trading: Growth & Programmatic Momentum 21 Into growth After five years of stagnation the advertising market saw a fragile recovery in 2014. We expect to see this turn to positive growth in 2015, with current estimates showing advertising revenue up 4-5%. Fortunes will be mixed across media, but digital will continue to lead the pack, further strengthening its share of the market (GroupM estimates currently put it at 23-24%). This upward momentum of course presents a challenge – price inflation is back! It will be the industry’s biggest trading challenge of 2015 and beyond. Trading programmatically isn’t just for digital Programmatic feels like the latest industry buzzword, but don’t let that put you off! Its not just for digital - trading and buying programmatically can apply to any medium at any time. GroupM has been buying Video on Demand (VOD) programmatically for a number of years in Ireland through our exclusive relationship with Videology. In a way, much of the market’s TV inventory is traded programmatically already. Learnings and methods from TV, VOD and digital will be taken and applied to other media channels too. Welcoming Xaxis In 2015 a new GroupM agency in Ireland, Xaxis, will become the market leading data and real time buying platform here, with learnings coming from the other 42 markets in which it currently operates. But more news on that from GroupM soon. Neil Johnston Head of Trading 4 11 -9 -2 6 5 7 14 -5 0 5 9 TV Digital Press Radio OOH Cinema Advertising Investment YOY 2014 2015 Advertising Investment YOY
  20. 20. The Challenging, But Optimistic Publishing World 22 Challenging, but optimistic What is clear from speaking to print owners is that there is a sense of optimism for 2015. That was before Dublin’s commuter free- sheet, Metro Herald, announced its closure, so clearly we are operating in a challenging environment. But the main challenge will be to maintain circulation whilst growing interaction with their brands through the combination of online and print. Editorial & advertising: increasingly comfortable bedfellows? Print owners have started to use their online channels to identify what content consumers interact with the most and ultimately create advertising solutions for advertisers on these findings. They are recognising the need to utilise their most valuable assets, the journalists. In the past the divide was clear between the advertising and editorial departments but now they work in tandem, from journalists attending sponsored events to working on editorial pieces for clients. Readers equal revenue We’ve finally turned the corner in the debate over survival with declining circulations, publishers can clearly now see that online and print complement each other. It is all about audience first not medium first. It does not matter how you consume their product, as long as you are engaging with their brand. Online can be an opportunity to recruit new audiences for publishers and in turn print can provide a complete and tangible solution for advertisers.
  21. 21. Print will continue to generate advertising revenue; however some publishers are being optimistic about the level in 2015. Circulation declines have softened and certain brands and categories are investing again. In addition print owners are seeing interest again from property and large ticket brands. This is fragile recovery and diversification of services (such as events and e-commerce) will be key to delivering long-term revenue success. Paywalls The introduction of paywalls has been discussed widely in recent months; as consensus around value in quality content and the need to have stable income has solidified. And so a combination of paywall and free content will be increasingly introduced. The Irish Times will be next in early 2015. So how do they justify the subscription cost? It comes down to the strength of brand and its USP. If readers do not value your product they will not pay for it. Publishers have begun to introduce exclusive content for their subscribers, such as sports highlights or further in- depth video analysis of a story. At the heart of this is publishers creating top class quality journalism, which consumers want and are willing to pay for. It also gives brands a rich and fertile advertising ground – subscribers that publishers know well, know what they like. Paywalls may in fact help generate advertising revenue for certain publishers. Darren Bracken Print Manager Publishers creating top class quality journalism, which consumers want and are willing to pay for 23
  22. 22. Cinema – Start Your Experience In The Lobby 24 (2015) an estimated increase in admissions of 5% With new Bond and Star Wars movies due, digital one sheets rolling out in the next few weeks, a cinema app on the horizon and talk of a whole new way of booking cinema – 2015 is set to be a more exhilarating year than ever before for cinema advertising. The Irish Box Office is on target to exceed the €100m mark for the ninth consecutive year in 2014, and 2015 is set to improve on that with an estimated increase in admissions of 5%. With Ireland having the highest per capita admissions in Europe at 3.2, it seems an obvious choice for advertisers, who get the chance to see their ads as they should be seen – larger and louder than ever before and in a quiet, calm environment, with little or no distraction. Now, the current cinema advertising offering is being extended even further to catch consumers from the minute they step foot in the cinema. In 2015 the cinema advertising experience will begin in the lobby, with high tech one sheets set to take over: • CineDs will be rolled out in eleven cinemas, positioned in maximum impact locations, with wi-fi and offering advertisers the opportunity to connect with consumers before they take their seats and see the ads played on the big screen. • Not only will this take cinema advertising further into the 21st century, but it plays a key role in capturing the younger, very digitally focused Millennials, an audience who are always looking for the latest technological advancements and who more importantly have the highest recall of cinema ads. This is only one of many innovations that are coming to cinema. Advertisers throughout Europe have been taking full advantage of cinema’s unique capabilities with clever campaigns that involve audience interaction and engagement. Some brands leading the way are Sony, Volkswagen, Coca-Cola, Pedigree and Silk Air whose campaigns can be seen on the Wide Eye Media website. The opportunities now available through cinema advertising are exciting and creative and it’s a further opportunity for our clients to try something new in 2015. Vivienne Storan Account Manager
  23. 23. Wearable Tech: Finding Context In A Heartbeat 25 The Wearable category may be in its infancy, but the expectation within the Smart-watch market has increased as Apple enter with clout (& style). This will open up opportunities to revolutionise the category just as Apple did with the MP3 and Smartphone market. Lifestyle and fitness dominate the Wearable category, with Smartbands such as Jawbone, recording the number of steps you take in a day, recording your sleep pattern at night or monitoring your heartbeat. They then send this data to a local device (mobile, tablet or computer) allowing the user to evaluate and interpret their own health data.      All we require is access to the data stored on a Smartband How much more effective will a coffee shop’s geo- targeted ads be if they can specifically target their ads to consumers they know have had a bad night’s sleep? This is the beginning of the era of Contextual Marketing. It is access to this sort of data which will be of great interest to both advertising agencies and brands alike. Mindshare has stolen a march on its competitors by being the first agency to open up a global wearable technology group called Life+. Life+ is designed to help brands understand this new technology space and how it can work for them, while all the time being conscious of privacy issues.  The ultimate benefit A heartbeat monitor imbedded into Smart-watches as security (e.g. replacing car keys). A Smart-watch (measuring your heartbeat), talking to your Smart- shirt (recording your respiratory data), and then alerting your doctor (with your location) that you are about to have a heart attack. This is when wearable tech will be truly beneficial to society. Keith Wallace Senior Account Manager & David Kirkpatrick Digital Strategy Director Currently 288 wearable devices to choose from, 128 of them being worn on your wrist The smart-watch market is expected to hit $1.3bn globally in 2015 – 2% of the total watch market
  24. 24. 26 Gloves Off, It’s Time To Dashboard Your Data Let’s pause for a moment and consider one aspect of marketing today. Ever greater shares of budgets are being allocated to online activity; it’s easier to measure than traditional media channels. Campaigns are planned and KPIs set. Data is available in real time. Campaigns are optimised. Campaigns end, are totted and checked, and next actions are noted. What about delivering insights? The Oxford English Dictionary defines insight as “an accurate and deep understanding”. Campaign reviews usually assess how well a campaign was bought against pre-determined benchmarks. This means insights will rarely be unearthed. Another definition of insight, which I quite like is, “a penetrating and often sudden understanding, as of a complex situation or problem”. A complex situation or problem. It’s seldom that marketers are presented with simple situations and easy answers. It’sundeniablethatthecurrentmarketingenvironment is becoming more complex. Complex situations are moulded and influenced by lots of different factors and we won’t unearth insights through simply reviewing how a campaign performed against established norms. We have to integrate all the relevant data sets, trend them over time, look at the big picture and dig in the dirt. OK. Gloves off. There is no longer any excuse. If you’re not collating and sharing data, you’re not just missing a trick, you are borderline negligent.
  25. 25. 27 In a previous Future of I discussed how at Mindshare we now have a range of data solutions for clients, scaled to needs. And I’ve described the benefits of attribution models, regression techniques and econometrics. The terminology can be intimidating, so I’m going to reframe it. Outcomes and influences For clients, who to date have been hesitant in this area, let’s simplify the data sets. Let’s categorise that data into two groups, outcomes and influences. Identify a small number of success measures (outcomes) and dashboard them. Things like sales, leads, market share. Now include some influencing factors; your spend, competitors spend. Dashboard them. You’re ready to go. Graphically displayed, trending over time, a holistic view. Information at your fingertips. And not just for you, but for all the stakeholders in your organisation. Operations, sales, finance and marketing; all sharing standardised data sets that are both consistent and current. With the potential to deliver genuine strategic insights. Dave Bruen Head of Performance Information at your fingertips… for all the stakeholders in your organisation. Operations, sales, finance and marketing
  26. 26. 28 Don’t Forget Consumers Are Individuals! As we move towards relying on volumes of data to understand consumers, we need to remember that behind it all are real people. Humans are not rational and logical decision makers. While big data may represent powerful patterns of human behaviour – we need to keep in mind that consumers are individuals. Their decision making process is just as individual as they are and the journey they take to make a decision is both a conscious and unconscious one. Some key points about human decision making: • How choices are framed impacts our decision making. For example, the psychological difference between €0 and €10 is far greater in our minds than €100 and €110. • We feel losses more than we do equivalent gains (we feel more emotion losing €20 than we would winning €20). • Decision making is both a conscious and unconscious process (see Daniel Kahneman – System 1 [unconscious - automatic thinking/auto pilot] and System 2 [deliberate and reasoned thinking – our conscious minds]. Their decision making process is just as individual as they are
  27. 27. Automatic thinking is driven by a number of heuristics, cognitive shortcuts to get to a decision, such as: • Availability heuristic: decision made on closest available information (e.g. personal experience) • Confirmation bias: we evaluate decisions based on our existing thinking and preconceptions • Temporal discounting: present events are weighted more heavily than future ones (e.g. pensions for young adults is challenging). Why is this important for marketers to be aware of? Consumers are at the heart of marketing, but consumers are poor predictors of their future behaviour. They are not consciously aware of all the factors at play in the decision making process. Consumer research must go beyond claimed attitudes/behaviours and try to get as close as possible to measuring actual behaviour. Mixed methodologies are required. In a recent Mindshare and Kinetic study, we measured consumer’s gaze, with eye tracking technology, on outdoor posters en route to supermarkets, as well as asking them questions on their recall and effectiveness of posters. There was clear disparity between what they claimed to be effective and what they actually recalled – illustrating that they cognitively processed images without them being aware. So while we thoroughly embrace big data movements and the insights they bring in 2015– let’s not forget that behind those data points are complex individual decision makers. The key is finding out what they actually do as well as what they say they do. Hilary Tracey Business Planning Director
  28. 28. @MindshareIRL Visit our blog Ireland For Ongoing Media Updates For extended interviews on the topics discussed in this booklet please go to and view our Future of 2015 page