Tel: +353 1 232 0239    |    email: info@mcconkey.media

Whatever the medium,
Make sure it's well done.

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.

Beware your media planners bias & ensure you are getting Media neutral solutions

Radio, newspapers and magazines perform significantly better than they are perceived to for brand

building campaigns.

That’s the evidence from “Re-evaluating Media” an independent study commissioned by commercial

radio industry body Radiocentre from Ebiquity that makes an impartial and robust evaluation of the

value of online and offline media in the UK and with a similar media landscape in Ireland has

implications for your media planning here.

Re-evaluating Media shows that TV and radio are by far the strongest advertising media for brand-building

followed by newspapers, magazines and out-of-home. Yet it discovered that industry decision-makers

undervalue traditional media and tend to overrate the value of online and social which are getting a

disproportionate allocation of Advertising Budgets.

The five most important media attributes for growing a brand in the long term are:

– targeting the right people in the right place at the right time;
– increasing campaign ROI;
– triggering a positive emotional response;
– increasing brand salience;
– maximising campaign reach.

Judged against these criteria and combining evidence scores from all 12 attributes listed below firmly places TV as the best performing medium, followed by radio, newspapers, magazines and out of home. Online display is the weakest performer.

With the exception of TV, advertisers and their planners undervalue traditional media, especially radio. They overrate the value of online video and paid social.

You can download the full report here 

and slides here

A video synopsis of the report can be viewed here.

Source: radiocentre.org

The Advertising Benevolent Society

TABS is a charity we like to support and I always look forward to the annual Advertising Benevolent Golf Classic in Woodenbridge each year.

TABS need more support and has to establish links & bridges with the younger members of the Industry to make itself relevant to the Advertising Community at large. You can find out more about TABS and how to donate here.

Newspaper & Magazine Readership 2016

JNLR Newspaper Graphic
Reviewing the latest JNRS Circulation figures from NewsBrands Ireland makes for very interesting 
- if not unexpected gloomy reading.
The circulation of print titles was over 8% lower at the end of 2016 than in 2015.
8% less Daily Newspapers are sold each day now at 421,930 copies while the Sundays are almost
9% down to 609,987.
That's a lot of newsprint recycling lost in just one year.
Compared to 2005 though the figures are even more startling. 

Then the Irish Independent had a total of 170K copies split almost evenly betweek the broadsheet
and the then'new' Compact. It looks as if the compact has almost completely cannibalised the
Broadsheet with daily circulation now at 97K copies, the first time to dip below the 100K mark.

The situation is the same across all the Daily titles:

Irish Times has 114K copies then against 66K today. The Irish Sun 114K now 50K, The Star 100K now 51K, 
The Mirror 79K now 36K, The Examiner 59K now 30K, The Herald 88K now 41K. You'd have to wonder about 
the immediate mortality of the latter two.

The Sundays still have some volume but showing the same trend:

Independent down to 191K from 291K, World to 150K from 268K, Times at 79K from 102K. Business Post 31K
from 48K. The Sun at 56K - slightly down from 58K.

Also of note are the titles that have crashed and burned including: Ireland on Sunday 144K (now 
The Irish Mail at 79K); Sunday Tribune; Irish News of the World (166K) and the Irish People. 

11 years has seen over 2 million copies taken out of circulation weekly from 5.1M copies in 2005
to 3.1M copies today.
That's a weekly average of 0.6 of a newspaper per caput today from an average of 1.3 newspapers a week in '05.

Gloomy indeed. & Digital Subscriptions aren't anywhere close to replacing those lost copies.

Download the detail and the readership figures below.

Newspaper Circulation 2016_KD9

Social Media Company Facebook to sell ads in a business-like fashion

facebook_video_ads_infohttps://www.facebook.com/marketing

“Broadcast advertisers will now find familiar terminology when making video ad buys on Facebook.”

– Matt Idema, VP of monetization product marketing at Facebook

“For marketers, this shift makes it essential to take new creative considerations into account when designing effective video ads. While this work is ongoing, we have seen that when marketers think about the unique characteristics of mobile behavior, they are able to more effectively connect with their audience.”

Mr. Idema added that there is “no silver bullet or universal solution” for creating video ads for Facebook’s mobile platform. On Facebook’s mobile News Feed, for example, users spend on average 1.7 seconds with a piece of content versus 2.5 seconds on desktop, according to data released by the company Wednesday. Additionally, 24% of its videos were understood without sound, compared with 76% that required sound to be understood.

Facebook said marketers should consider screen size, make creative brief but direct to deliver a message, include captions, and experiment with different ideas. “We recommend marketers continue to test, learn and iterate to find the solutions that work best for their brand, keeping a few key creative principles in mind,” Mr. Idema added.