Future of 2015
A LOOK FORWARD TO THE MEDIA
LANDSCAPE IN 2015
Agenda In 2015
Will B2B Digital
Talking In Video
In The Lobby
In A Heartbeat
Keith Wallace &
It’s Time To
Where To Find
More Power To
Media: Close To
Radio + Radio:
A Shift In
Not A Question
How Social Has
Getting Back To
Top Search Topics
2014 & 2015
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
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.
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.
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
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
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
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
David Ahlstrom Head of Invention
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.
Erik Johnson, Head of Atlas
Digital Strategy Director
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
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
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.
Deputy Managing Director
1. How to draw
2. How to shift
3. How to kiss
4. How to contour
5. How to crochet
1. Robin Williams
2. World Cup
4. Malaysian Airlines
5. ALS Ice Bucket Challenge
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
1. World Cup 2014
2. Garth Brooks
3. Celebrity Photo Hack
4. Michael Schumacher
5. Robin Williams
3. Malaysian Airlines
4. Crimea / Ukraine
IRELAND THE WORLD
Top Google Searches In 2014
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
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
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
Head of Search
Search Top Talking Points For 2015
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
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
• 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?
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.
Digital Strategy Director
that excel at lead
50% more sales-
ready leads at 33%
Sources: https://www.thinkwithgoogle.com/articles/b2b-digital-evolution.html, IDG Global Solutions –Global Mobile Survey 2014 Jun 2014, eMarketer.com –What Makes B2B Decision Makers Tick? Oct 14, http://
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
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.
Head of Operations
Everyone Is Talking In Video
Video will account for 69% of all consumer internet traffic by 2017
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
• 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
• JCDecaux launched digital units in Stephen’s
Green and Frascati Shopping Centres with
additional centres coming on board in Q1
• 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.
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!
like never before to
Digital Adding More Power To Out Of Home
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.
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
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!
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
Head of Press & Radio
Radio: A Shift In Dominance
were born in the
social media era
and represent radio
in the 21st century
Trading: Growth & Programmatic Momentum
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
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
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.
Head of Trading
TV Digital Press Radio OOH Cinema
Advertising Investment YOY
Advertising Investment YOY
The Challenging, But Optimistic Publishing World
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
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
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.
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.
top class quality
consumers want and
are willing to pay for
Cinema – Start Your Experience In The Lobby
(2015) an estimated
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
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
• 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
• 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.
Wearable Tech: Finding Context In A Heartbeat
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
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
All we require is access to the data stored on a
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
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
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.
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
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
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.
Head of Performance
Information at your fingertips…
for all the stakeholders in your
organisation. Operations, sales,
finance and marketing
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
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.
• Confirmation bias: we evaluate decisions based on our existing thinking and
• 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.
Business Planning Director
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