For a more Global outlook!
@MarkRitson used this Morgan Stanley chart showing Australian advertising spend by medium over the last 5 decades to demonstrate how the Internet (essentially #facebook and #alphabet) has hammered Newsprint.
The battleground for your screentime begins in earnest with Amazon looking to eat the established players Lunch.
Thanks to @eirSport and #TAM_Ireland for hosting a stimulating gig at the Aviva
Ritson also used this chart from Les Binet and Peter Field which shows the incremental sales effectiviness of long term brand building – using a lead and secondary medium – and not just tactical direct advertising in your brand campaigns.
It’s also worth referring to this Ebiquity study when planning your 2019 activity too.
We’ve all been there. The moment when the conversation veers to some phrase or cluster of letters that everyone else except you seems to understand. Depending on your audience, do you laugh and nod as if you know what they are talking about, swiftly change the subject, or surreptitiously tap the words into a search engine when no-one is looking?
You probably know YOLO and eventually realised that LOL was laugh out loud and not lots of love (which it used to be!), maybe you know NIMBY, BAE or IMHO, but what about LA, KYC, ICYMI or IO? It’s impossible to know everything, but with more and more acronyms in common usage at work, are you keeping up or even keeping pace? Maybe you deal with it by going AWOL, throwing shade or ROLF.
Indeed, you may not realise that some words are acronyms at all, so completely they have been swallowed by the English language, such as SCUBA (Self Contained Underwater Breathing Apparatus), TASER (Thomas A. Swifts Electric Rifle), RADAR (Radio Detection and Ranging), IMAX (Image Maximum) or SWAT (Special Weapons And Tactics). Some acronyms such has TAG have up to as many as 129 different meanings.
Industrialisation of the military in the 1940’s was a major driver of acronyms into the English vocabulary – largely because of new technologies and complicated names, but abbreviations have moved apace since then. People want to communicate and be understood with the minimum of effort and we do this by fitting as much text as possible into as small a space as possible, by pressing the least number of buttons that we can. One emoji now paints a picture and the urban dictionary is constantly evolving.
These days, you need to know your IRL from your HTML, but if you don’t, integrated communications agency McConkey Associates can help you out with that. They have put together a brief dictionary of digital terms to shine a light for those of us who need a bit of enlightening, so are you literate in contemporary shorthand?
If you aren’t sure about your MFA, CSS, API, DSP or SSP, get a free copy of ‘Know Your WTF from Your NSFW: A brief dictionary of digital terms’ from McConkey Associates by contacting email@example.com. Please state whether you’d like a soft or hard copy and include your name, email and postal address.
Click below to download our handy one side of one sheet reference guide to the latest Radio listenership research in Ireland.
Part of online’s efforts to grow-up and clean-up, the IAB Publishers’ pledge to clients.
Download it here
It’s nothing less than an advertiser is entitled to expect, however it’s a start in the right direction.
Here is the Ebiquity Media Effectiviness Research quoted by NewsBrands as it relates to Press:
As with most offline media, Ebiquity shows Newspapers rank highly (3rd) for ROI but are rated poorly (8th) by Marketeers.
NewsBrands commissioned RAM to conduct this “reAction Study at the end of March to evaluate the effectiveness of Irish Press and publish the results of 5 case studies.
Advertisers need to be sure their Media Planning is Neutral and unbiased from perception or planner’s age discrimination.
Download our review of the 2018 Irish Newsprint and Magazine Market.
Interesting article from the FT on GDPR and the differences of opinion from leading Legal experts on what you should and should not do. It suggests you should hold your nerve and once you offer an “unsubscribe” option on any digital communications that should cover your responsibilities in bulk emails.
Here is one marketeer’s approach emailed today, definitely a lesson in how to lose most of your mailing list – without the click of a button:
• As could be expected, Newspaper sales fell further in 2017. The circulation of daily print titles was 8.2% lower in the second half than on the same period the year losing some 34K copies a day.
• The print circulation of The Irish Times now stands at 61,049 copies, down 7.8 per cent year on year.
• The Irish Times Digital Edition (a digital replica of the daily newspaper) had daily sales of 16,939 for the period up
29% yoy, The growth in digital edition sales meant the combined sale for the print and digital editions of The Irish
Times declined 2 per cent year on year, arriving at 77988 copies. The IT claim 72,000 of its sales as subscription!
• Irish Independent: Print circulation fell 7.2 per cent year on year to 90107 and the Herald, its sister paper, saw its sales fall 11.6 per cent to 36097.
• The Irish Examiner now sells an average of 27589 copies. It remains to see if this will be absorbed as the Cork edition of the Irish Times.
• The Times (Ireland) launch managed to lift its circulation to 10,109 copies, up from the London Times circulation of 2593 copies. I suspect most of these are free (to Bank of Ireland customers).
• The Irish Daily Mail at 37,351 copies is down (with the Irish Mail on Sunday at 74,392 also down) believed to be the
result of bulk circulations not being reflected in the figures.
• Sunday Newspapers lost 36,760 copies a week, retreating 6.1 per cent.
• The Sunday Independent is still the top selling Sunday but its circulation has stayed below the 200,000 mark at
178,323 – 6.9 per cent lower than at the end of 2016.
• The circulation of the Sunday World fell 10.4 per cent year on year to 133,946
• The Sunday Times fell 1.2 per cent year on year to 75534.
• The Sunday Business Post’s circulation is close to where it was a year ago at 29619.
Download our print friendly review here
The 2018 version of the hotly awaited annual Internet and New Technologies report from Mary Meeker has been published.
Here are a few charts as they relate to Advertising and Ad Tech.
Mobile (Smart phones, Tablets, iPads) is growing dramatically reflecting the advances in 3 & 4G Technology coupled with larger screen sizes delivering a better user experience. Desktop is holding its own.