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In a rapidly changing industry, the key to staying ahead is staying on top of developments – from demographics to analytics, from publications to legislation. Here we share our observations on some of the articles we have found useful and also some industry news and updates.

Mobile Economy 2019 & Forecasts – GSMA

5G is going to become the new Distribution vehicle or #Infratecture for most products and services. If those decision makers in power could see even that short distance ahead they would roll out basic 4G across the country and stop faffing about with costly domestic fibre.

This is the Executive Summary from the 2019 GSMA Report with forecasts to 2025

 

5G is here: opportunity awaits

IoT: between 2018 and 2025, the number of global IoT connections will triple to 25 billion, while global IoT revenue will quadruple to $1.1 trillion

Content: the content sector is undergoing significant transformation driven by shifting consumer behaviour, new players and changing content production and distribution models. To benefit from an unprecedented level of content consumption, an increasing number of telecoms operators are entering the content space or strengthening their
existing content offerings, through vertical integration, partnerships with OTT video service providers or creating content themselves.

Artificial intelligence: AI will be key to future business and digital transformation. It will drive increasingly autonomous and intelligent networks and improve customer experience through greater learning of customer
behaviour.

Devices: while their ubiquity means smartphones remain the focal point of the consumer internet economy, the range of connected devices (and therefore internet access channels) is greater than ever. In the most advanced countries, today’s digital consumers (using PCs and smartphones) will likely become tomorrow’s augmented
customers, adopting emerging technologies such as AI (via smart speakers) and immersive reality.

By the end of 2018, 5.1 billion people around the world subscribed to mobile services, accounting for 67% of the global population. A total of 1 billion new subscribers have been added in the four years since 2013 (representing an average annual growth rate of 5%), but the speed of growth is slowing. An average annual growth rate of 1.9% between 2018 and 2025 will bring the total number of mobile subscribers to 5.8 billion (71% of the population).

Of the 710 million people expected to subscribe to mobile services for the first time over the next seven years, half will come from the Asia Pacific region and just under a quarter will come from Sub-Saharan Africa.

          

 

Download the full report GSMA_2019_Mobile_Economy_Report

Source: https://www.gsma.com/r/mobileeconomy/

Digital advertising grew by 17% in 2018 according to IAB / PwC report

Press release from PWC on Digital Spends in Ireland.

The latest IAB / PwC Online Adspend Study has revealed that spending on digital advertising in Ireland grew to €574m in 2018. Digital advertising spend in the Irish market reached €574m last year according to the results.

Display advertising grew by 18% to €250m in 2018, this growth was driven by social with a 31% growth rate year on year, and video with a 34% growth rate year on year.

Search advertising grew by 17% in 2018 with an advertising spend of €286m and a share of 50% of the total Irish digital advertising market.

Classified advertising online performed strongly with a 10% growth rate year on year and a 7% share of the total 2018 online advertising spend at €38m.

The IAB has been working with PwC since 1997 to survey the value of online advertising spend in Europe and North America.

Commenting on the study results, Shane Nolan, chairman of IAB Ireland Board and director of New Business Sales EMEA at Google said: “Ireland’s 2018 digital Adspend of €574m reflects a strong 17% growth rate in our market. IAB Ireland and its members are focused on maintaining this positive momentum and building a sustainable future for the Irish digital advertising industry.”

Suzanne McElligott, CEO IAB Ireland added: “The IAB PwC Online Adspend report is one of our most important projects with the annual announcement of results anticipated by the industry. With the introduction of IAB Brand membership in 2019 we are dedicated to developing outputs to assist advertisers in maximising their digital knowledge and expertise as well as driving cross industry collaboration to the benefit of the Irish digital ecosystem”

Commenting on the survey results, Nuala Nic Ghearailt, manager, PwC, added: “The digital advertising market in Ireland continues to show a robust growth level of 17%, which is driven largely by increased spend on search, particularly mobile search, VoD and social media. The increased use of programmatic trading in the Irish market also supports increased efficiencies of targeting, buying and reporting.”

ENDS

Click to view the original

Nice infographic with this and other desk research from the IAB. Source: https://iabireland.ie/

Deloitte – Mobile Consumer Survey 2018

Key Findings

  • 93% of Irish consumers own or have access to a smartphone.
  • 97% of people have access to some form of mobile phone (smartphone/phone).
  • The number of +65 year olds with access to an e-reader has increased from 30% to 45%.
  • Access to tablets among the 65+ market has grown from 57% in 2017 to 70% in 2018.
  • 82% of consumers have access to a connected device.
  • 33% of Irish consumers use their smartphone to monitor their fitness levels.
  • 81% of Irish people consider the quality and coverage of their mobile network’s data coverage to be very important
  • 76% of Irish 18-24 year olds have a “pay as you go” contract.
  • 68% of Irish consumers use their phones to check their personal email at least once a day.
  • Irish smartphone users look at their phones 55 times a day on average.
  • 13% of Irish people admit to checking their phones over 100 times a day.
  • 56% of Irish smartphone users think they use their phones too much against 39% in the UK.
  • 79% of Irish people use their smartphones for work related business activities.
  • 73% of people have used mobile/online banking on their phones (5% increase on last year)
  • 39% of Irish people regularly use fingerprint recognition to unlock their device and authorise transactions.
  • 68% of 18-24 year olds watch live videos or stories on social media on a daily basis.
  • 27% of people stream a film or TV series at least once a week.
  • 87% of consumers are concerned about how online companies share their personal data with third parties.

Mobile Consumer Survey 2018 report

About the research

The Irish cut is part of Deloitte’s Mobile Consumer Survey – sample for Ireland covering over 1,000 respondents aged 18-75.

https://www2.deloitte.com/ie/en/pages/technology-media-and-telecommunications/articles/global-mobile-consumer-survey0.html

Review of BCAP’s guidance on the use of superimposed text in TV advertising

 

Revisions to the guidance will set a higher bar in the following areas:

 Particularly significant qualifying information should be given sufficient emphasis; this may include holding certain information on screen for longer.
 A stricter approach to contrast between the supers and background should be taken.
 Use of shadowing and edging effects to improve legibility will be further discouraged owing to its potential to blur text.
 Greater care should be taken over the choice of typeface to avoid the use of ‘stretched’, elongated text.
 Supers should be placed at the bottom of the screen and centred.
 Shorter, centred supers are preferable to the use of full-line supers.
 Marketers must take care to avoid a detrimental impact on viewers when their attention is drawn to other ad content, including imagery or written messaging, at the same time as a super.
 Where numbers are presented in a super, viewers should not be expected to make additional calculations in order to have full understanding of the information presented.

There will be a two-stage transitional period. The revised guidance will come into effect on 1 March 2019. Initially, the ASA will seek to resolve cases informally, issuing advice based on the guidance to advertisers on how to improve potentially problematic supers. It will start to consider cases formally from 1 September 2019.

Read the full document here BCAP guidance

https://www.asa.org.uk/resource/cap-s-regulatory-statement-on-superimposed-text.html

Top 50 TV for 2018

Top Programmes 2018

Below is the list of the Top 50 Programmes on Televsion in Ireland in 2018. The highest rating of all programmes in 2018 was The Late Late Toy Show again1. Interestingly when it comes to entertainment shows, Room to Improve, Mrs Browns Boys and I’m a Celebrity Get Me out of Here all performed exceptionally well, making it into the top 15 shows of the year1.  Home-produced programmes and soaps continued to dominate the top of the ratings chart across all channels.

Sport was a big winner this year again accounting for more than half of the top 50 programmes of the year.  Ireland’s Grand Slam 6 Nations clash against England was the most watched sporting programme of the year.

Weather plays a big role in Irish life and this was reflected in the TV viewing data.  The Beast from the East hit us for a week in March meaning we stayed glued to our sets for an incredible average of 4hr 5mins every day during that week2.

Looking at the Top 50 programmes we can see that “Live” programmes and Events are what audiences want to watch and that’s where a key strength of TV broadcasters lies. TV broadcaster’s ability to provide this content to mass audiences is what makes TV stand out as the super medium.

Source: TAM Ireland Ltd / Nielsen TAM
1 Top Programmes based on Individuals 4+, All Subscribing Channels,  Averaging Option: Any Day, Any Time, Best Episode, Minimum Duration 10 Minutes
2 Based on Average Daily Viewing for week of 26th February – 4th March 2018
Analysis based any time, any  day, best episode.