SlideShare a Scribd company logo
1 of 32
Download to read offline
MINDSHARE
Future of 2015
-
A LOOK FORWARD TO THE MEDIA
LANDSCAPE IN 2015
Client
Leadership
The
Exchange
Business
Planning
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
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
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
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
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
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
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	
  
“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
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
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?
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: 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://
marketing.linkedin.com/blog/3-keys-to-nurturing-the-it-committee-with-your-content
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
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
HRS
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.
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
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
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.
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
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
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
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.
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
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
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
@MindshareIRL
Visit our blog
www.mindshareworld.com/Ireland/blogMindshare Ireland
For Ongoing Media Updates
For extended interviews on the topics discussed in this booklet please go
to http://www.mindshareworld.com/ireland/
and view our Future of 2015 page
Mindshare Ireland - Future of 2015
Mindshare Ireland - Future of 2015

More Related Content

What's hot

The Future of Social and Digital Ads: 6 Key Trends
The Future of Social and Digital Ads: 6 Key TrendsThe Future of Social and Digital Ads: 6 Key Trends
The Future of Social and Digital Ads: 6 Key TrendsZontee Hou
 
What's Next: State of Social 10
What's Next: State of Social 10What's Next: State of Social 10
What's Next: State of Social 10Ogilvy Consulting
 
Sample Digital Strategy Presentation
Sample Digital Strategy PresentationSample Digital Strategy Presentation
Sample Digital Strategy PresentationEric Ritter
 
Does Generation Z hate our ads?
Does Generation Z hate our ads? Does Generation Z hate our ads?
Does Generation Z hate our ads? Michael Paredrakos
 
Why Are We Spending So Much Money On Social Media?
Why Are We Spending So Much Money On Social Media? Why Are We Spending So Much Money On Social Media?
Why Are We Spending So Much Money On Social Media? Carrie Kerpen
 
4 Ways Brands Should Act During COVID-19
4 Ways Brands Should Act During COVID-19 4 Ways Brands Should Act During COVID-19
4 Ways Brands Should Act During COVID-19 Riku Vassinen
 
BBDO Belgium - Agency of the Year
BBDO Belgium - Agency of the YearBBDO Belgium - Agency of the Year
BBDO Belgium - Agency of the YearBBDO Belgium
 
Society of Digital Agencies (SoDA) 2011 Digital Marketing Outlook
Society of Digital Agencies (SoDA) 2011 Digital Marketing OutlookSociety of Digital Agencies (SoDA) 2011 Digital Marketing Outlook
Society of Digital Agencies (SoDA) 2011 Digital Marketing OutlookSociety of Digital Agencies
 
Artificial Intelligence and Marketing: Hype and reality - Opportunities for T...
Artificial Intelligence and Marketing: Hype and reality - Opportunities for T...Artificial Intelligence and Marketing: Hype and reality - Opportunities for T...
Artificial Intelligence and Marketing: Hype and reality - Opportunities for T...Hugues Rey
 
Navigating Your Brand Through Covid-19
Navigating Your Brand Through Covid-19Navigating Your Brand Through Covid-19
Navigating Your Brand Through Covid-19Digital Surgeons
 
Digital Strategy Whitepaper
Digital Strategy WhitepaperDigital Strategy Whitepaper
Digital Strategy WhitepaperPaul_Bidder
 
Digital Strategy Whitepaper
Digital Strategy WhitepaperDigital Strategy Whitepaper
Digital Strategy WhitepaperAnthony Gale
 
Presentation trend 2017
Presentation trend 2017Presentation trend 2017
Presentation trend 2017Slidepanda
 
Decoding Modern Marketing: Marketing Midsize Brands In The Digital Age.
Decoding Modern Marketing: Marketing Midsize Brands In The Digital Age.Decoding Modern Marketing: Marketing Midsize Brands In The Digital Age.
Decoding Modern Marketing: Marketing Midsize Brands In The Digital Age.Adobe
 
Red Ant: Digital Strategy Whitepaper 2011
Red Ant: Digital Strategy Whitepaper 2011Red Ant: Digital Strategy Whitepaper 2011
Red Ant: Digital Strategy Whitepaper 2011Brian Crotty
 
Lean Marketing: New Rules for the Social & Real Time Web
Lean Marketing: New Rules for the Social & Real Time WebLean Marketing: New Rules for the Social & Real Time Web
Lean Marketing: New Rules for the Social & Real Time WebFernando Polo
 
Vertical Video POV
Vertical Video POVVertical Video POV
Vertical Video POVOgilvy
 

What's hot (18)

The Future of Social and Digital Ads: 6 Key Trends
The Future of Social and Digital Ads: 6 Key TrendsThe Future of Social and Digital Ads: 6 Key Trends
The Future of Social and Digital Ads: 6 Key Trends
 
No Digital Strategy
No Digital StrategyNo Digital Strategy
No Digital Strategy
 
What's Next: State of Social 10
What's Next: State of Social 10What's Next: State of Social 10
What's Next: State of Social 10
 
Sample Digital Strategy Presentation
Sample Digital Strategy PresentationSample Digital Strategy Presentation
Sample Digital Strategy Presentation
 
Does Generation Z hate our ads?
Does Generation Z hate our ads? Does Generation Z hate our ads?
Does Generation Z hate our ads?
 
Why Are We Spending So Much Money On Social Media?
Why Are We Spending So Much Money On Social Media? Why Are We Spending So Much Money On Social Media?
Why Are We Spending So Much Money On Social Media?
 
4 Ways Brands Should Act During COVID-19
4 Ways Brands Should Act During COVID-19 4 Ways Brands Should Act During COVID-19
4 Ways Brands Should Act During COVID-19
 
BBDO Belgium - Agency of the Year
BBDO Belgium - Agency of the YearBBDO Belgium - Agency of the Year
BBDO Belgium - Agency of the Year
 
Society of Digital Agencies (SoDA) 2011 Digital Marketing Outlook
Society of Digital Agencies (SoDA) 2011 Digital Marketing OutlookSociety of Digital Agencies (SoDA) 2011 Digital Marketing Outlook
Society of Digital Agencies (SoDA) 2011 Digital Marketing Outlook
 
Artificial Intelligence and Marketing: Hype and reality - Opportunities for T...
Artificial Intelligence and Marketing: Hype and reality - Opportunities for T...Artificial Intelligence and Marketing: Hype and reality - Opportunities for T...
Artificial Intelligence and Marketing: Hype and reality - Opportunities for T...
 
Navigating Your Brand Through Covid-19
Navigating Your Brand Through Covid-19Navigating Your Brand Through Covid-19
Navigating Your Brand Through Covid-19
 
Digital Strategy Whitepaper
Digital Strategy WhitepaperDigital Strategy Whitepaper
Digital Strategy Whitepaper
 
Digital Strategy Whitepaper
Digital Strategy WhitepaperDigital Strategy Whitepaper
Digital Strategy Whitepaper
 
Presentation trend 2017
Presentation trend 2017Presentation trend 2017
Presentation trend 2017
 
Decoding Modern Marketing: Marketing Midsize Brands In The Digital Age.
Decoding Modern Marketing: Marketing Midsize Brands In The Digital Age.Decoding Modern Marketing: Marketing Midsize Brands In The Digital Age.
Decoding Modern Marketing: Marketing Midsize Brands In The Digital Age.
 
Red Ant: Digital Strategy Whitepaper 2011
Red Ant: Digital Strategy Whitepaper 2011Red Ant: Digital Strategy Whitepaper 2011
Red Ant: Digital Strategy Whitepaper 2011
 
Lean Marketing: New Rules for the Social & Real Time Web
Lean Marketing: New Rules for the Social & Real Time WebLean Marketing: New Rules for the Social & Real Time Web
Lean Marketing: New Rules for the Social & Real Time Web
 
Vertical Video POV
Vertical Video POVVertical Video POV
Vertical Video POV
 

Viewers also liked

How did you use media technologies in the construction and research, planning...
How did you use media technologies in the construction and research, planning...How did you use media technologies in the construction and research, planning...
How did you use media technologies in the construction and research, planning...ellievigors
 
How to triple your content marketing results
How to triple your content marketing resultsHow to triple your content marketing results
How to triple your content marketing resultsBryan Fleming
 
Posterscope White Paper: Location; The growing importance of location for mar...
Posterscope White Paper: Location; The growing importance of location for mar...Posterscope White Paper: Location; The growing importance of location for mar...
Posterscope White Paper: Location; The growing importance of location for mar...Posterscope Belgium
 
Posterscope OOH 2017 predictions
Posterscope OOH 2017 predictions Posterscope OOH 2017 predictions
Posterscope OOH 2017 predictions Posterscope Belgium
 
Convergent OOH - Don't miss the opportunity
Convergent OOH - Don't miss the opportunityConvergent OOH - Don't miss the opportunity
Convergent OOH - Don't miss the opportunityPosterscope
 
Posterscope 2016 out of-home predictions
Posterscope 2016 out of-home predictionsPosterscope 2016 out of-home predictions
Posterscope 2016 out of-home predictionsPosterscope
 
Posterscope OOH Marketplace 2016
Posterscope OOH Marketplace 2016Posterscope OOH Marketplace 2016
Posterscope OOH Marketplace 2016Posterscope Belgium
 
Day in the Life research: an average day of the Irish consumer
Day in the Life research: an average day of the Irish consumerDay in the Life research: an average day of the Irish consumer
Day in the Life research: an average day of the Irish consumerMindshare Ireland
 
Unlocking the value of real-time for OOH advertisers
Unlocking the value of real-time for OOH advertisersUnlocking the value of real-time for OOH advertisers
Unlocking the value of real-time for OOH advertisersPosterscope
 
NomadiX Media in the DOOH landscape
NomadiX Media in the DOOH landscapeNomadiX Media in the DOOH landscape
NomadiX Media in the DOOH landscapeNomadiX Media
 
2017: OOH has a new beginning
2017: OOH has a new beginning2017: OOH has a new beginning
2017: OOH has a new beginningMonika Witoń
 
Posterscope USA's 2017 Predictions
Posterscope USA's 2017 Predictions Posterscope USA's 2017 Predictions
Posterscope USA's 2017 Predictions Posterscope
 
Etude OOH et DOOH accélérateurs du drive to web et mobile
Etude OOH et DOOH accélérateurs du drive to web et mobileEtude OOH et DOOH accélérateurs du drive to web et mobile
Etude OOH et DOOH accélérateurs du drive to web et mobileClear Channel France
 
Posterscope 2017 Predictions
Posterscope 2017 PredictionsPosterscope 2017 Predictions
Posterscope 2017 PredictionsPosterscope
 
Carat's 10 Trends for 2017
Carat's 10 Trends for 2017Carat's 10 Trends for 2017
Carat's 10 Trends for 2017dentsu
 

Viewers also liked (19)

How did you use media technologies in the construction and research, planning...
How did you use media technologies in the construction and research, planning...How did you use media technologies in the construction and research, planning...
How did you use media technologies in the construction and research, planning...
 
How to triple your content marketing results
How to triple your content marketing resultsHow to triple your content marketing results
How to triple your content marketing results
 
Posterscope White Paper: Location; The growing importance of location for mar...
Posterscope White Paper: Location; The growing importance of location for mar...Posterscope White Paper: Location; The growing importance of location for mar...
Posterscope White Paper: Location; The growing importance of location for mar...
 
Posterscope OOH 2017 predictions
Posterscope OOH 2017 predictions Posterscope OOH 2017 predictions
Posterscope OOH 2017 predictions
 
Convergent OOH - Don't miss the opportunity
Convergent OOH - Don't miss the opportunityConvergent OOH - Don't miss the opportunity
Convergent OOH - Don't miss the opportunity
 
Posterscope 2016 out of-home predictions
Posterscope 2016 out of-home predictionsPosterscope 2016 out of-home predictions
Posterscope 2016 out of-home predictions
 
DOOH Market overview
DOOH Market overviewDOOH Market overview
DOOH Market overview
 
Posterscope OOH Marketplace 2016
Posterscope OOH Marketplace 2016Posterscope OOH Marketplace 2016
Posterscope OOH Marketplace 2016
 
Day in the Life research: an average day of the Irish consumer
Day in the Life research: an average day of the Irish consumerDay in the Life research: an average day of the Irish consumer
Day in the Life research: an average day of the Irish consumer
 
Unlocking the value of real-time for OOH advertisers
Unlocking the value of real-time for OOH advertisersUnlocking the value of real-time for OOH advertisers
Unlocking the value of real-time for OOH advertisers
 
NomadiX Media in the DOOH landscape
NomadiX Media in the DOOH landscapeNomadiX Media in the DOOH landscape
NomadiX Media in the DOOH landscape
 
2017: OOH has a new beginning
2017: OOH has a new beginning2017: OOH has a new beginning
2017: OOH has a new beginning
 
Posterscope USA's 2017 Predictions
Posterscope USA's 2017 Predictions Posterscope USA's 2017 Predictions
Posterscope USA's 2017 Predictions
 
Etude OOH et DOOH accélérateurs du drive to web et mobile
Etude OOH et DOOH accélérateurs du drive to web et mobileEtude OOH et DOOH accélérateurs du drive to web et mobile
Etude OOH et DOOH accélérateurs du drive to web et mobile
 
Why OOH?
Why OOH?Why OOH?
Why OOH?
 
Predictions 2017 out of Home
Predictions 2017 out of HomePredictions 2017 out of Home
Predictions 2017 out of Home
 
Posterscope 2017 Predictions
Posterscope 2017 PredictionsPosterscope 2017 Predictions
Posterscope 2017 Predictions
 
Mindshare NA's Guide to SXSWi 2017
Mindshare NA's Guide to SXSWi 2017Mindshare NA's Guide to SXSWi 2017
Mindshare NA's Guide to SXSWi 2017
 
Carat's 10 Trends for 2017
Carat's 10 Trends for 2017Carat's 10 Trends for 2017
Carat's 10 Trends for 2017
 

Similar to Mindshare Ireland - Future of 2015

#Digital guru digital trends 2016
#Digital guru digital trends 2016#Digital guru digital trends 2016
#Digital guru digital trends 2016VizeumIre
 
Riding the next wave of PR and social media trends in 2019
Riding the next wave of PR and social media trends in 2019Riding the next wave of PR and social media trends in 2019
Riding the next wave of PR and social media trends in 2019Lars Voedisch
 
27 digital marketing trends predictions 2015
27 digital marketing trends predictions 201527 digital marketing trends predictions 2015
27 digital marketing trends predictions 2015Fresh Egg UK
 
Perception Management in The Digital Age: A Presentation at the MARKCOMM Stud...
Perception Management in The Digital Age: A Presentation at the MARKCOMM Stud...Perception Management in The Digital Age: A Presentation at the MARKCOMM Stud...
Perception Management in The Digital Age: A Presentation at the MARKCOMM Stud...Brooks and Blake
 
What's Next: Digital Transformation
What's Next: Digital TransformationWhat's Next: Digital Transformation
What's Next: Digital TransformationOgilvy Consulting
 
Nov2014 whitepaper digitallandscape2015
Nov2014 whitepaper digitallandscape2015Nov2014 whitepaper digitallandscape2015
Nov2014 whitepaper digitallandscape2015EworksWSI Cyprus
 
Recent Trends in Marketing
Recent Trends in Marketing Recent Trends in Marketing
Recent Trends in Marketing mayankgpt10
 
Digital Innovations Report 2016
Digital Innovations Report 2016Digital Innovations Report 2016
Digital Innovations Report 2016Webloyalty UK
 
Digital Marketing in 2020 A recap of the best tools, trends, and tips in COVI...
Digital Marketing in 2020 A recap of the best tools, trends, and tips in COVI...Digital Marketing in 2020 A recap of the best tools, trends, and tips in COVI...
Digital Marketing in 2020 A recap of the best tools, trends, and tips in COVI...introtodigital
 
Your 2015 Digital Marketing Essential Planning Guide
Your 2015 Digital Marketing Essential Planning GuideYour 2015 Digital Marketing Essential Planning Guide
Your 2015 Digital Marketing Essential Planning GuideTiffani Allen
 
2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by HubspotMarius Sescu
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Tulungagung
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di TulungagungWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Tulungagung
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Tulungagunginfoobataborsi24
 
Jual Obat Penggugur Kandungan Di Mojokerto 081311115844 Cytotec Asli
Jual Obat Penggugur Kandungan Di Mojokerto 081311115844 Cytotec AsliJual Obat Penggugur Kandungan Di Mojokerto 081311115844 Cytotec Asli
Jual Obat Penggugur Kandungan Di Mojokerto 081311115844 Cytotec Aslinapitubeny091
 
Klinik Jual Obat Aborsi Di Medan wa 0851/7541/5434 Misoprostol 200mcg Pfizer ...
Klinik Jual Obat Aborsi Di Medan wa 0851/7541/5434 Misoprostol 200mcg Pfizer ...Klinik Jual Obat Aborsi Di Medan wa 0851/7541/5434 Misoprostol 200mcg Pfizer ...
Klinik Jual Obat Aborsi Di Medan wa 0851/7541/5434 Misoprostol 200mcg Pfizer ...Pusat Herbal Resmi BPOM
 
Cod Batam 081311115844 Jual Obat Penggugur Kandungan Cytotec Asli Pil Aborsi
Cod Batam 081311115844 Jual Obat Penggugur Kandungan Cytotec Asli Pil AborsiCod Batam 081311115844 Jual Obat Penggugur Kandungan Cytotec Asli Pil Aborsi
Cod Batam 081311115844 Jual Obat Penggugur Kandungan Cytotec Asli Pil Aborsinapitubeny091
 

Similar to Mindshare Ireland - Future of 2015 (20)

#Digital guru digital trends 2016
#Digital guru digital trends 2016#Digital guru digital trends 2016
#Digital guru digital trends 2016
 
Riding the next wave of PR and social media trends in 2019
Riding the next wave of PR and social media trends in 2019Riding the next wave of PR and social media trends in 2019
Riding the next wave of PR and social media trends in 2019
 
27 digital marketing trends predictions 2015
27 digital marketing trends predictions 201527 digital marketing trends predictions 2015
27 digital marketing trends predictions 2015
 
Perception Management in The Digital Age: A Presentation at the MARKCOMM Stud...
Perception Management in The Digital Age: A Presentation at the MARKCOMM Stud...Perception Management in The Digital Age: A Presentation at the MARKCOMM Stud...
Perception Management in The Digital Age: A Presentation at the MARKCOMM Stud...
 
What's Next: Digital Transformation
What's Next: Digital TransformationWhat's Next: Digital Transformation
What's Next: Digital Transformation
 
Nov2014 whitepaper digitallandscape2015
Nov2014 whitepaper digitallandscape2015Nov2014 whitepaper digitallandscape2015
Nov2014 whitepaper digitallandscape2015
 
Recent Trends in Marketing
Recent Trends in Marketing Recent Trends in Marketing
Recent Trends in Marketing
 
Digital Innovations Report 2016
Digital Innovations Report 2016Digital Innovations Report 2016
Digital Innovations Report 2016
 
Digital Marketing in 2020 A recap of the best tools, trends, and tips in COVI...
Digital Marketing in 2020 A recap of the best tools, trends, and tips in COVI...Digital Marketing in 2020 A recap of the best tools, trends, and tips in COVI...
Digital Marketing in 2020 A recap of the best tools, trends, and tips in COVI...
 
Marketing Trends 2016
Marketing Trends 2016Marketing Trends 2016
Marketing Trends 2016
 
Your 2015 Digital Marketing Essential Planning Guide
Your 2015 Digital Marketing Essential Planning GuideYour 2015 Digital Marketing Essential Planning Guide
Your 2015 Digital Marketing Essential Planning Guide
 
Stories that scale
Stories that scaleStories that scale
Stories that scale
 
Digtial marketing agency in gurgaon.pdf
Digtial marketing agency in gurgaon.pdfDigtial marketing agency in gurgaon.pdf
Digtial marketing agency in gurgaon.pdf
 
2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot2024 State of Marketing Report – by Hubspot
2024 State of Marketing Report – by Hubspot
 
Obat Aborsi Probolinggo 0851\7696\3835 Jual Obat Cytotec Di Probolinggo
Obat Aborsi Probolinggo 0851\7696\3835 Jual Obat Cytotec Di ProbolinggoObat Aborsi Probolinggo 0851\7696\3835 Jual Obat Cytotec Di Probolinggo
Obat Aborsi Probolinggo 0851\7696\3835 Jual Obat Cytotec Di Probolinggo
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Tulungagung
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di TulungagungWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Tulungagung
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Tulungagung
 
Jual Obat Penggugur Kandungan Di Mojokerto 081311115844 Cytotec Asli
Jual Obat Penggugur Kandungan Di Mojokerto 081311115844 Cytotec AsliJual Obat Penggugur Kandungan Di Mojokerto 081311115844 Cytotec Asli
Jual Obat Penggugur Kandungan Di Mojokerto 081311115844 Cytotec Asli
 
Klinik Jual Obat Aborsi Di Medan wa 0851/7541/5434 Misoprostol 200mcg Pfizer ...
Klinik Jual Obat Aborsi Di Medan wa 0851/7541/5434 Misoprostol 200mcg Pfizer ...Klinik Jual Obat Aborsi Di Medan wa 0851/7541/5434 Misoprostol 200mcg Pfizer ...
Klinik Jual Obat Aborsi Di Medan wa 0851/7541/5434 Misoprostol 200mcg Pfizer ...
 
Obat Aborsi Salatiga 0851\7696\3835 Jual Obat Cytotec Di Salatiga
Obat Aborsi Salatiga 0851\7696\3835 Jual Obat Cytotec Di SalatigaObat Aborsi Salatiga 0851\7696\3835 Jual Obat Cytotec Di Salatiga
Obat Aborsi Salatiga 0851\7696\3835 Jual Obat Cytotec Di Salatiga
 
Cod Batam 081311115844 Jual Obat Penggugur Kandungan Cytotec Asli Pil Aborsi
Cod Batam 081311115844 Jual Obat Penggugur Kandungan Cytotec Asli Pil AborsiCod Batam 081311115844 Jual Obat Penggugur Kandungan Cytotec Asli Pil Aborsi
Cod Batam 081311115844 Jual Obat Penggugur Kandungan Cytotec Asli Pil Aborsi
 

More from Mindshare Ireland

Maximising Google Search and Display - DMX Dublin Conference March 2013
Maximising Google Search and Display - DMX Dublin Conference March 2013Maximising Google Search and Display - DMX Dublin Conference March 2013
Maximising Google Search and Display - DMX Dublin Conference March 2013Mindshare Ireland
 
Integrating Media: Search & Social
Integrating Media: Search & SocialIntegrating Media: Search & Social
Integrating Media: Search & SocialMindshare Ireland
 
Personalisation, Profiles And Policy
Personalisation, Profiles And PolicyPersonalisation, Profiles And Policy
Personalisation, Profiles And PolicyMindshare Ireland
 
Mobilising Media: Marketing With Tablets & Mobiles
Mobilising Media: Marketing With Tablets & MobilesMobilising Media: Marketing With Tablets & Mobiles
Mobilising Media: Marketing With Tablets & MobilesMindshare Ireland
 
Mindshare Weekly Report June 17th 2011
Mindshare Weekly Report June 17th 2011Mindshare Weekly Report June 17th 2011
Mindshare Weekly Report June 17th 2011Mindshare Ireland
 
Socialising Media: How To Activate Social
Socialising Media: How To Activate SocialSocialising Media: How To Activate Social
Socialising Media: How To Activate SocialMindshare Ireland
 
Mindshare Weekly Report Feb 4th 2011
Mindshare Weekly Report Feb 4th 2011Mindshare Weekly Report Feb 4th 2011
Mindshare Weekly Report Feb 4th 2011Mindshare Ireland
 
Mindshare 10 x10 trends for 2010 and 2011
Mindshare 10 x10 trends for 2010 and 2011Mindshare 10 x10 trends for 2010 and 2011
Mindshare 10 x10 trends for 2010 and 2011Mindshare Ireland
 

More from Mindshare Ireland (19)

Maximising Google Search and Display - DMX Dublin Conference March 2013
Maximising Google Search and Display - DMX Dublin Conference March 2013Maximising Google Search and Display - DMX Dublin Conference March 2013
Maximising Google Search and Display - DMX Dublin Conference March 2013
 
Integrating Media: Search & Social
Integrating Media: Search & SocialIntegrating Media: Search & Social
Integrating Media: Search & Social
 
TEN X TEN 2012
TEN X TEN 2012TEN X TEN 2012
TEN X TEN 2012
 
Cookie Usage In Ireland
Cookie Usage In IrelandCookie Usage In Ireland
Cookie Usage In Ireland
 
Personalisation, Profiles And Policy
Personalisation, Profiles And PolicyPersonalisation, Profiles And Policy
Personalisation, Profiles And Policy
 
Mobilising Media: Marketing With Tablets & Mobiles
Mobilising Media: Marketing With Tablets & MobilesMobilising Media: Marketing With Tablets & Mobiles
Mobilising Media: Marketing With Tablets & Mobiles
 
Mindshare Weekly Report June 17th 2011
Mindshare Weekly Report June 17th 2011Mindshare Weekly Report June 17th 2011
Mindshare Weekly Report June 17th 2011
 
Mindshare - 13 May 2011
Mindshare - 13 May 2011Mindshare - 13 May 2011
Mindshare - 13 May 2011
 
Mindshare 08 April 2011
Mindshare   08 April 2011Mindshare   08 April 2011
Mindshare 08 April 2011
 
Mindshare 01 April 2011
Mindshare  01 April 2011Mindshare  01 April 2011
Mindshare 01 April 2011
 
Mindshare 11th March 2011
Mindshare   11th March 2011Mindshare   11th March 2011
Mindshare 11th March 2011
 
Mindshare 04 mar2011
Mindshare   04 mar2011Mindshare   04 mar2011
Mindshare 04 mar2011
 
Mindshare - 25 Feb 2011
Mindshare - 25 Feb 2011Mindshare - 25 Feb 2011
Mindshare - 25 Feb 2011
 
Marketing to Ireland
Marketing to IrelandMarketing to Ireland
Marketing to Ireland
 
Mindshare 18 Feb2011
Mindshare   18 Feb2011Mindshare   18 Feb2011
Mindshare 18 Feb2011
 
Mindshare 14 feb2011
Mindshare   14 feb2011Mindshare   14 feb2011
Mindshare 14 feb2011
 
Socialising Media: How To Activate Social
Socialising Media: How To Activate SocialSocialising Media: How To Activate Social
Socialising Media: How To Activate Social
 
Mindshare Weekly Report Feb 4th 2011
Mindshare Weekly Report Feb 4th 2011Mindshare Weekly Report Feb 4th 2011
Mindshare Weekly Report Feb 4th 2011
 
Mindshare 10 x10 trends for 2010 and 2011
Mindshare 10 x10 trends for 2010 and 2011Mindshare 10 x10 trends for 2010 and 2011
Mindshare 10 x10 trends for 2010 and 2011
 

Recently uploaded

Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024Inflyx
 
Why Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfWhy Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfInfyQ Seo Experts
 
Leading Customer Retention Strategies for 2024
Leading Customer Retention Strategies for 2024Leading Customer Retention Strategies for 2024
Leading Customer Retention Strategies for 2024experienceprosarah
 
Best Digital Expert Corporation of India
Best Digital Expert Corporation of IndiaBest Digital Expert Corporation of India
Best Digital Expert Corporation of IndiaPriyaDigitalExpert
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di MagetanWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetaninfoobataborsi24
 
Digital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnersDigital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnerstejaswinisahyadreeso
 
youtube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introductionyoutube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introductionbzznbyd
 
ATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARU
ATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARUATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARU
ATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARUsayangkamuu240203
 
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfThe Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfDIGGIT
 
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdfTea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdfDIGGIT
 
Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Jomer Gregorio
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di SampangWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampanginfoobataborsi24
 
Building Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdfBuilding Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdfChristopher Ross
 
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...Spesialis Kandungan Resmi BPOM
 
Mastering Email Marketing - A Comprehensive Guide.pdf
Mastering Email Marketing - A Comprehensive Guide.pdfMastering Email Marketing - A Comprehensive Guide.pdf
Mastering Email Marketing - A Comprehensive Guide.pdfkassou kacem
 
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...DIGGIT
 
Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessLean Summits
 
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdfGlobal Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdfMROC Japan
 
Top 10 Recommended Fragrances for Father's Day
Top 10 Recommended Fragrances for Father's DayTop 10 Recommended Fragrances for Father's Day
Top 10 Recommended Fragrances for Father's Daydisenylurial
 
The Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptx
The Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptxThe Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptx
The Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptxelizabethella096
 

Recently uploaded (20)

Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024
 
Why Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfWhy Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdf
 
Leading Customer Retention Strategies for 2024
Leading Customer Retention Strategies for 2024Leading Customer Retention Strategies for 2024
Leading Customer Retention Strategies for 2024
 
Best Digital Expert Corporation of India
Best Digital Expert Corporation of IndiaBest Digital Expert Corporation of India
Best Digital Expert Corporation of India
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di MagetanWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Magetan
 
Digital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginnersDigital marketing guide complete guide for beginners
Digital marketing guide complete guide for beginners
 
youtube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introductionyoutube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introduction
 
ATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARU
ATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARUATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARU
ATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARU
 
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfThe Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
 
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdfTea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
 
Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di SampangWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
 
Building Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdfBuilding Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdf
 
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
 
Mastering Email Marketing - A Comprehensive Guide.pdf
Mastering Email Marketing - A Comprehensive Guide.pdfMastering Email Marketing - A Comprehensive Guide.pdf
Mastering Email Marketing - A Comprehensive Guide.pdf
 
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
 
Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking Success
 
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdfGlobal Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
 
Top 10 Recommended Fragrances for Father's Day
Top 10 Recommended Fragrances for Father's DayTop 10 Recommended Fragrances for Father's Day
Top 10 Recommended Fragrances for Father's Day
 
The Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptx
The Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptxThe Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptx
The Indian Ocean Tsunami of 2004 Remembering a Catastrophe.pptx
 

Mindshare Ireland - Future of 2015

  • 1. MINDSHARE Future of 2015 - A LOOK FORWARD TO THE MEDIA LANDSCAPE IN 2015 Client Leadership The Exchange Business Planning
  • 2.
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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  
  • 10. “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
  • 11. 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
  • 12. 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?
  • 13. 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: 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:// marketing.linkedin.com/blog/3-keys-to-nurturing-the-it-committee-with-your-content
  • 14. 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
  • 15. 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
  • 16. HRS
  • 17. 17
  • 18. 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.
  • 19. 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
  • 20.
  • 21. 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
  • 22. 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.
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. 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.
  • 27. 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
  • 28. 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
  • 29. 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
  • 30. @MindshareIRL Visit our blog www.mindshareworld.com/Ireland/blogMindshare Ireland For Ongoing Media Updates For extended interviews on the topics discussed in this booklet please go to http://www.mindshareworld.com/ireland/ and view our Future of 2015 page