The document discusses opportunities for advertisers to gain a competitive advantage. It recommends advertisers 1) look for opportunities to lead competitors, 2) understand customers and how best to reach them, 3) know what marketing works, 4) know what is being said about the brand, and 5) leverage new media channels which are beneficial for advertisers due to features like cost-effective targeting and access to broader audiences. The document contains case studies, research data, and recommendations around television, print, outdoor, and digital advertising strategies.

1. Welcome!

2. Housekeeping

3. Thank yous

5. Cormac O’Shea

6. Media Market Overview

7. Digital will drive the recovery
€780m €749m €709m €678m €684m €704m €733m
-7% -4% -5% -4% +1% +3% +4%
97
108
130 210
150 168 188
683 641
579
528 516 516 523
2009 2010 2011 2012 (f) 2013 (f) 2014 (f) 2015 (f)
Traditional Media Digital Media
Source Clear Blue Water

8. +2 to 5%
Value

10.  Look for opportunities to lead your competitors
1.
 Understand your Competitor 5stomer and how best to reach
2.
them
3. Know what works
4. Know what’s being said about you
5. New media channels are good news for advertisers

12. Look for opportunities to lead
your competitors

13. Case study - background
• Cluttered with brands adopting similar media
strategies, and utilising same media mix
• Leads to a wallpaper effect among consumers
• Breaking this cycle will lead to a clear advantage for
our client, and will take significant time for any other
brand in the category to catch up

14. Battleground was in print
TV Radio Print OOH Cinema
Client 22% 9% 53% 16%
Competitor 1 25% 7% 46% 21% 1%
Competitor 2 31% 19% 42% 8%
Competitor 3 31% 12% 55% 1%
1%
Competitor 4 22% 23% 48% 7%
Competitor 5 29% 15% 51% 2%
3%
0% 20% 40% 60% 80% 100%
In an undifferentiated market, print was the most cluttered advertising environment
We had the lowest investment in TV of all competitors

15. TV is the most influential paid for
medium…

16. …and has strongest return on investment
Source: Thinkbox, IPA, Neilsen

18. Key recommendations
• Lead the most influential media in this category - TV
– Divert money from other media to television
– Invest in consistent presence across the year
– Invest in quality (PIB, Centre Breaks, Peak)
• Look for opportunities to lead in other media

19. Press - use larger formats to deliver brand
stature and differentiation…
Sector press size summary
DPS Full Page Half Page Qtr. Page Strip Sponsorship Other
Competitor 2
Competitor 4
Client
Competitor 1
Competitor 5

20. …and the same in outdoor
96 Sheets Golden 48 Sheets 6 Sheets Transport Other
Squares
5% 3% 4% 4% 89% 89%
our client 5% 3%
1% 35% 34% 11% 18%
Competitor 1 1% 35% 34% 11% 18%
17% 2% 80%
Competitor 2 17% 2% 80%
Competitor 4 16% 10%
45%
10%
67%
23%
67% 84%
19% 4%
19%
32%
4%
Competitor 5 Large 45% 23% Small 32%
1% 42% 55% 2%
Competitor 6 Format 1% 42%
Format
55% 2%
46% 54%
Competitor 3
46% 54%
4% 20% 76%
Competitor 7
4% 20% 76%

21. What happened?
Consideration increased by 12% over the year
Share of market increased by 1.4% over the year

23. Understand your customer and
how best to reach them

25. TGI media and marketing survey
• Annual
• c.5,000 per annum
• TV, radio, newspapers, magazines, outdoor, internet, direct mail
• 18 sectors, 500 categories, 4,000 brands
• 270+ lifestyle statements, socio-demographic classifications, geo-demographics

26. Example of how we use this research
The brief:
“We want to reach heavy shoppers who would use their mobile
phones to accumulate loyalty points while shopping”

27. Main Shopper (68%)
2,427,000
Can’t live without
internet on phone
(20%) 723,000
Main Shopper & can’t
live without Internet on
phone (13.2%) 474,000
Source TGI 2011

28. Main shopper and can’t live without internet on
phone
65+ 8
55-64 10
45-54 15
35-44 22 64% 36%
25-34 27 C2DE 50
15-24 20 ABC1 45
0 10 20 30 0 50 100
Strong Female bias, 25-44’s across all social classes . This is the sweet spot
Source TGI 2011

30. Main shoppers & can’t live without
internet on phone
Heaviest media consumption % Efficiency
Vert. % Index
30% 175
150
25%
125
20%
100
15%
75
10%
50
5%
25
0% 0
Newspapers Magazines Television Internet Outdoor Media Cinema Radio
High reach by Digital, TV & Outdoor. Highest affinity with Digital, TV also rates higher than
average
Source TGI 2011

31. TV station viewership
Top 10 stations watched yesterday
350
300
250
200
150
100
50
0
Main Shopper& cant live without mobile
RTE 1 TV 3 RTE 2 UTV Channel 4 Sky News TG 4 Sky 1 Sky Living Sky Sports
Source TGI 2011

32. Daytime is key to delivering this audience efficiently
Viewership of RTE 1 by Index
140
120
100
80
60
40
20
0
Main Shopper& cant live without mobile
9.30 - 11.59 am 8.00 - 10.59 pm 5.30 - 7.59 pm 12.00 - 3.59 pm 11.00 - 12.59 am 4.00 - 5.29 pm 6.00 - 9.29 am 1.00 - 5.59 am
Source TGI 2011

33. Sunday Press Readership ‘(000)
1000
900
800
700
600
500
400
300
200
100
0
Sun World Sund Ind Sun Mirror Sun Times Mail on Sunday Sun Bus Post
Main Shoper & can't live without internet on phone Readership
Radio Listenership
140 120
120 100
100
80
80
('000)
Index
60
60
40
40
20 20
0 0
RTE Radio 1 RTE 2FM Today FM Newstalk FM 106.8 RTE Lyric FM
(000) Index
Source TGI 2011

35. Frequency of Shopping – Regular main shopping
Main Shoppers & can’t live without internet on phone
350
300
250 Once a Week
Weighted (‘000)
2-3 Days a Week
200
4-5 Days a Week
150 Every Day
2-3 Times a Month
100
Once a Month
50 Less than once a Month
0
61% do one main shop a week
Source TGI 2011

36. Main Shopping Day
140
120
Monday
100
Tuesday
Weighted (‘000)
Wednesday
80
Thursday
Friday
60
Saturday
Sunday
40
No particular day
20
0
69% of main regular shopping done Thursday, Friday & Saturday
Source TGI 2011

38. Know what works

39. Which elements of your marketing mix
work?

40. Econometric modelling - relates the size and
timings of different marketing mix activity to
movements in sales

41. Think of it as ‘unbaking a
cake’…
…understanding the
‘recipe’ for sales

42. What drivers does econometrics measure?
All influencers on sales over time – not just media activity
Price increases /
Sales promotions
decreases
Competitor activity Economic factors
Sporting / Competitor
Weather
cultural events
Media weights Media types

43. Real
Dependent Variable Units
0
20000
40000
60000
80000
100000
120000
140000
160000
25-Feb-06
Sum of Fitted Regions
25-Apr-06
25-Jun-06
25-Aug-06
25-Oct-06
25-Dec-06
Actual
25-Feb-07
From sales…
25-Apr-07
25-Jun-07
25-Aug-07
25-Oct-07
25-Dec-07
25-Feb-08
25-Apr-08
Enter Date Name / Type
25-Jun-08
25-Aug-08
25-Oct-08
25-Dec-08
25-Feb-09
25-Apr-09
Model 25-Jun-09
25-Aug-09
25-Oct-09
25-Dec-09
…to drivers of sales…
Econometrics moves the definition of success
…to improved profitability

44. The business benefits of econometrics
Marketing Trading Pricing Competitive
Effect of
Return on Sales Driving Effect of
competitors on
Investment promotions pricing
sales
Allows reaction
Maximise Price elasticity
Media Mix to promotional
Profitability analysis
activity
Input into
Seasonality
pricing policy

45. Return on investment
Media efficiencies
Min 15% improvement in marketing return

47. Know what’s being said about you

49. Pre digital age
Family and friends
Potential reach - 10-20

50. Digital age
Family and friends
Potential reach - 100’s

51. Digital age
Forums, blogs etc.
Potential reach – 1,000’s ++

55. Query solving process and outcome

57. New media channels are good for
advertisers

58. Cost Targeting

59. RTE (x 2)
100%
RTE (x 2) + Tv3 (x 3)
92%
audiences…
RTE (x2) + TV3 (x3) + Sky
75%
(x10)
RTE (x2) + TV3 (x3) + Sky
72%
(x10) + TG4
Coverage objective: 50% 2+
Spread your budget in line with
RTE (x2) + TV3 (x3) + Sky
67%
(x10) + TG4 + E4
RTE (x2) + TV3 (x3) + Sky
66%
(x10) + TG4 + E4 + Setanta
…this can save up to 1/3rd of your budget

60. VOD to take 15% of viewing by 2015
100% 3% 4% 6% 7% 9% 11%
90%
13% 15% VOD
80% 34% 35%
37%
"Others"
38%
70% 40%
41%
42%
43% "Opt-Outs"
60%
13% 12%
11%
50% 2% 2%
9%
8% TG4
2% 2% 7%
40% 11% 12% 2% 6%
12% 2% 2% 5%
12%
12%
11%
2% TV3
30% 10% 9% 10% 10%
9% 9% 8% 8% 8% 7% RTE2
20%
26% 25% 23% 22%
10% 21% 20% 19% 18%
RTE1
0%
2008 2009 2010 2011 2012 2013 2014 2015
Source: MediaVest estimates

61.  Look for opportunities to lead your competitors
1.
 Understand your customer and how best to reach them
2.
3. Know what works
4. Know what’s being said about you
5. New media channels are good news for advertisers