WELCOME NOTE

Welcome to the second edition of OnStage, Bravo’s periodical ezine. Inside you’ll find breakthrough new research undertaken with Kinetic on how Transvision successfully engages commuters; a little more on Bravo’s Fame campaign and our search for an Irish SME to win a €150,000 campaign; a guest article on regulation from Ed McDonald of AAI and a look at why this may just be the best time to advertise along with other bits and pieces.

Meanwhile, I’d like to add Bravo’s voice to that of Alan Cox and Core Media’s call for a tax break for companies on their advertising spend for a one year period. As the savings rate has rocketed to 10%, one of the difficulties the economy faces is how to release some of that money and get people spending again. Well, advertising is one of the best ways to achieve this. A tax break of this nature will not just ensure the survival of indigenous media assets, but also shorten the journey to recovery.

James Barry

inside

BRINGING YOU THE LATEST IN THE WORLD OF OUTDOOR » ISSUE 02 » SPRING 2012

ONSTAGE Fame!Minister for Small Business John Perry to announce winner of our ‘Fame’ competition to win €150,000 campaign. Page 2

Spring TideCheck out our incredible Spring Tide offers and our reduced production rates for Super Rears. Blooming marvellous value. Page 5

Bravo shows it’s Brod

Is maith liom cáca milís. Cailin deas. Bravo is supporting Bernard Dunne’s Brod Club on RTE One.Page 9

Colour TrainIt’s unlikely you missed the Emir-ates Colour Dart. But just in case.Page 11

Northern Exposure

The Northern Ireland Tourist Board goes for impact.Page 10

Bravo links up with Focus IrelandBravo has chosen Focus Ireland as it’s Charity of the Year for 2012. Page 9

Big Brother is coming!

Ed McDonald of the Association of Advertisers in Ireland tells us what may be coming down the track in terms of regulation.Page 6

Time to Raise your VoiceAdrian O’Farrell explains why increasing your share of voice in 2012 is likely to pay big dividends over the following years.Page 7

New Transvision Research

Aidan O’Dwyer talks about brand new research that demonstrates Transvision’s capacity to engage rail traffic and shows rail passengers in Connolly to be in a relaxed frame of mind. Page 4

TRANSVISION FLEXIBILITY AND RESEARCH

Bravo and Kinetic have completed brand new research on Transvision engagement that shows how the medium delivers. Aidan O’Dwyer gives the headlines and explains how the medium is now more flexible.

BRAVO SHOWS IT’S BROD

Luke – Is mise d’athair. We’re throwing around the cupla focail in the office in support of Bernard Dunne’s Brod Club on RTE One. Sign up online and see Mr. World with ‘nios mo’ clothes on our billboard.

BIG BROTHER IS COMING

Ed McDonald, Chief Executive of the AAI takes a look at what is coming down the track in terms of what kinds of advertising may be subjected to restriction – both services and communications channels.

FAME SHORTLISTANNOUNCED

The judges have announced a shortlist of 15 companies in BravoOutdoor’s ‘Make Me Famous’ competition. The winner will receive an outdoor advertising campaign on Bravo’s outdoor advertising formats worth €150,000.

The competition winner will be announced at a reception in AIB Bankcen-tre, Ballsbridge, Dublin 4 on Thursday 12th April 2012. Minister for Small Business, John Perry, will announce the winning entry.

Minister Perry said ‘I’m pleased to support this initiative. The indigenous SME sector will be central to getting Ireland back on its feet and it will be done by entrepreneurs creating their own businesses. Bravo are to be com-mended for this commitment to making a real difference for a fellow Irish company’.

The competition seeks to make a transformative difference to one Irish SME by affording them an injection of fame at the right time for their brand to grow. The winning brand or business will be the one that is best positioned to achieve growth through the advertising campaign.

The shortlist contains a wide range of companies from established brands to start-ups across a broad array of business categories.

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MINISTER FOR SMALL BUSINESS TO ANNOUNCE WINNER OF BRAVO ‘FAME‘ COMPETITION

€150,000 of Outdoor advertising space to be won by budding Irish brand

James Barry, Chief Executive of Bravo Outdoor Advertising said

‘We have been delighted with both the quantity (214) and quality of the entries we received. As a result, there has been a lot of work involved in selecting the shortlist but it has been very rewarding and heartening to see some of the activity that Irish entrepreneurs are generating.

‘Things have never been more difficult for business and brands in Ireland, especially those that are starting out and seeking to get established. We’re looking to do our bit to help one company or brand to make a significant breakthrough. We believe that €150,000 of fame will enable the right company or brand to increase sales, to attract new funding, to secure increased distribution, to gain customer confidence and, hopefully, to employ more people. All of these things come together when you man-age to build your brand fame.’

The prize also includes printing costs required to produce the ads. This is with thanks to Horizon Graphics who share Bravo’s vision for what this competition can achieve. Bravo also gratefully acknowledges the support of AIB for this competition.

Judging Panel:

James Barry, Chief Executive, Bravo Outdoor

Mark Fielding, Chief Executive, ISME

John Kelly, Senior Manager, Business Banking, AIB

David Sheridan, Manager, Commuter Advertising Network, CIE

Liam McDonnell, Chairman IAPI and Chief Executive, Aegis

Bill Kinlay, Chief Executive Mindshare Ireland and Group M

Company

Beauty Results Ltd.Camile Thai KitchenCarysfort HealthcareClickandgo.comDrigate Products (Mfg) Ltd.

Eco Marketing Agency Ltd.

FollainFran and Don Ltd.Galmere FreshFoods

Irish Breeze Ltd.Johnnie CupcakesMr. CrumbPaddy O’s GranolaRocker FoodsWhatglasses

Brand

TanOrganicCamile ThaiTipolClickandGo.comGreen Angel Irish Skincare

Carbon ControlFollain Traditional Irish Preserves

Wow BrownCoppingers of Galway

WaterwipesJohnnie CupcakesMr.CrumbPaddy O’s GranolaRocker FoodsWhatglasses.com

Business Category

Tanning ProductsFast FoodPain and Fever Relief

TravelSkincareEnvironmental certification

PreservesTanning ProductsSoups, Salads, Sandwich fillings

Baby wipesCupcakesBreadcrumbs, stuffing

CerealsChutneyEyecare

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(a)

(b)

SO WHY THE ‘FAME’ THEME?

Well, it’s because of two pieces of research produced in the UK that demonstrate the following:

1. A communication strategy to increase brand fame is one of the most successful in driving enhanced business metrics.

(Source: IPA Marketing in the Era of Accountability)

2. Outdoor advertising delivers fame brilliantly. (Source: MindShare & Willward Brown)

BrandZ is an ongoing international study conducted by Millward Brown market research group on behalf of Mindshare. The study has been run-ning since 1998. It covers over 6,000 brands in 25 countries with stan-dardised metrics and outputs enabling us to monitor developments in brand equity and brand perception over time and across categories.

The Outdoor Media Centre studied BrandZ data for 326 UK brands across 25 consumer categories over 5 years. They examined what these brands spent on advertising and on what media channels. This allowed them to understand something of the relationship between brand strength and media decisions.

The brand pyramid (shown here) illustrates the strength of a brand’s rela-tionship with consumers. Moving up levels indicates a stronger level of brand engagement among consumers. So a strong proportion at Pres-ence (or Fame) converting to Relevance to Performance to Advantage to Bonding equals a very strong brand. A fatter pyramid suggests a stronger brand while a thinner pyramid indicates a weaker brand.

BrandZ shows that Presence (Fame) is the key discriminator between brand leaders and the rest. This is because it effectively sets the limits for progression up the levels of the pyramid: in order to be relevant or meet performance needs you have to be on consumers’ radars in the first place. And that’s why it’s so important. Presence (Fame) goes beyond just aware-ness, it means familiarity among potential brand users.

What the study tells us is that a brand’s ‘presence’ score is strongly related to their advertising spend (which is reassuring for those of us in the adver-tising industry!). Brands with no spend score an average of just 29 out of 100 whereas top brands score in the 70s.

In the UK the average share of overall adspend attributed to Outdoor is approx. 10%. So the study looked at the presence (or Fame) score for brands that spent over 10% of their adspend on Outdoor versus those that spent less than 10% on Outdoor.

And guess what? They found that for every level of spend there was an outdoor ‘dividend’ that is reflected in extra Presence (Fame). Those that spent more than the industry average on outdoor achieved an average of 4% to 11% more in terms of Presence (Fame) (the variance was due to different forms of spending) This was true for each of the five years that the study covered.

The conclusion? Outdoor is a very efficient deliverer of Presence or Fame. Bravo intends having our competition winner share their business metrics with us ahead of the campaign and at a remove after the campaign, so we can see just how much growth can be delivered by €150,000 worth of ‘fame’. We want to demonstrate that Bravo delivers ‘fame’ which delivers growth.

For a copy of the presentation from which the above research is taken, contact Adrian O’Farrell at aofarrell@bravooutdoor.ie or 01 4609000

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NEW TRANSVISION RESEARCH AND FLEXIBILITY

Aidan O’Dwyer

We recently introduced a new level of flexibility to our Transvision offering by making it available to advertisers on a daily and even day part basis. Having analysed the UK market, it became apparent very quickly that purely selling Digital Out of Home on a cyclical basis does not promote the real benefit of the format. As many limitations as possible should go out the window, DOOH should be treated as another element of the overall media mix and this is what we are striving to do with Transvision. The proposition of selling the format on a daily and day part basis has given the format a new lease of life and has very quickly shown how flexibility is key when it comes to DOOH. This has opened up the medium to a raft of non-traditional Outdoor advertisers & strongly equips us when targeting budgets from other forms of media. Furthermore, by expanding the Trans-vision offering to all the main cities in 2012, we will be able to offer adver-tisers a truly national, large format digital network.

Coinciding with the launch of Transvision Daily, Bravo and Kinetic have together brought a piece of research to the marketplace which investigates commuter’s engagement with the Transvision screen in Connolly station. A camera with built in face-tracking capabilities was placed on the screen and provided contact numbers from commuters passing through the station over the course of a four week period in September 2011. The software identified both gender and age but also had the ability to monitor com-muter’s expressions and moods such as happy, sad, angry and surprised. As well as the regular RTE news content, there were eight different advertis-ers from multiple sectors running on the screen at the time of the research.

The key findings of the research revealed that there was an average of over 685,000 contacts per week in Connolly station. Average weekday contacts were just over 99,000 with average weekend contacts slightly lower at 95,260. Despite significantly higher passenger numbers on week-days, longer dwell times & a more relaxed commuter leads to increased engagement with the screen at weekends.

Looking at consumer expression, the overall sentiment was one of positivity from both genders but generally speaking women were happier than men, although this fluctuated at different times of the day. The happiest age group was 45-54 year olds, followed closely by 25-34 year olds and unsurprisingly, people were happier at the weekends than weekdays. This is important in terms of engagement because Mindshare Research demonstrates that higher relaxation tends to result in higher awarenes.

Almost 50% of contacts were from the 25-34 year old age group, with males slightly edging females in terms of total contacts. Men were more likely to view Transvision in the early morning rush from 7.30 – 10.00am while women engaged more in the evening commute from 4.30 – 7.00pm. In the UK, a similar piece of eyeball-tracking research carried out in the London Bridge rail station showed that a digital ad was twice as likely to be viewed as the static equivalent and the length of engagement was also 60% longer.

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WHAT’S AROUND THE CORNER IN THE WORLD OF ADVERTISING?

Regulation, regulation and more regulation – and restrictions.

There are at least three major regulatory processes underway which will or could see State regulation of advertising in the year ahead. And this could take the form of restrictions on where advertising can appear or indeed whether ads can appear at all or not.

There are lots of reports, rumours and speculations on what kinds of advertising may be subjected to restriction in some form – and this applies to both products and services to be advertised and to me-dia/communications channels through which they might be advertised.

Let’s take a quick look at three of them.

The marketing of financial services products: A new Code of Practice came into effect from 1 January last, called the Central Bank Consumer Protection Code. This Code covers a wide range of issues regarding how a financial service provider deals with a customer, not just ad-vertising, and most of what’s in it are what you’d expect. It is an 83 page document, of which 9 pages relate to advertising and these 9 pages are very detailed. The Code’s provisions are binding on regulated entities, that is, the financial service organisations, who are registered or licensed by the Central Bank or in another EU or EEA member state and provide services in Ireland, and must at all times be complied with. The advertising section applies to all media which the financial services provider uses. The regulatory issue in the advertis-ing section that causes most concern to the finance organisations is essentially around the amount of regulatory information they must include in their advertising, that it takes up potentially such a large amount of space (or time if it’s a broadcast ad) in an advertising message. Advertisers would be concerned that it requires details that are too de-tailed and maybe not even very helpful to a cus-tomer.

Alcohol advertising: A number of separate activities are in play on this subject which carries major implications for both advertisers and the me-dia/communication channels they might use. The activities around which these implications and un-certainties hang are the National Substance Mis-use Strategy Review Group (NSMSG) report and the series of meetings by the Oireachtas Commit-

tee on Health & Children back in October/No-vember last which considered alcohol marketing and pricing. The NSMSG report was published at the beginning of February. Two key problems are referred to in the report: under-age drinking and access to alcohol by young people, which is an issue that concerns us all, including industry, and the second is alcohol misuse or hazardous use (which, based on those words, is a matter of gen-eral concern) but which seems to be strangely de-fined because it suggests that misuse is drinking more than 2½ pints of beer in a single session. The report proposes a total ban on alcohol advertising on outdoor media. It calls for a very limiting 9pm watershed time restriction on TV advertising for al-cohol. It says that there should be restrictions on print advertising (but it doesn’t indicate what these would be) and it calls for bans on sponsorship of events or sport activities by alcohol companies. In addition, though it is seen to be in a different cat-egory because of its global nature, online market-ing is also to be looked at with a view to seeing how it could be curtailed as a marketing tool. All of which is very troubling when one considers the potential knock-on effect on the overall alcohol in-dustry, the jobs in it, the effects on farmers etc who grow apples, wheat, barley and so on, and on the development of export markets for the industry’s products. The theme running through it is that alco-hol advertising is bad but the evidential basis for claiming that advertising causes under-age drink-ing or alcohol misuse is quite frankly not shown. Indeed, there is extensive evidence that says other-wise. Indeed, even the Chief Medical Officer of the Dept of Health who chaired the report group, is on record as saying that bans don’t work! But still, that’s the proposed solution! These measures carry serious implications for alcohol advertising and for ad agencies. The report is being consid-ered in the various Government departments and it is known at this stage that a number of Govern-ment Ministers and their Departments have serious reservations about some of the proposals in the report.

Marketing of certain foods and bever-ages to children: Under the 2009 Broadcast-ing Act, the Broadcasting Authority of Ireland is empowered to introduce restrictions on the broad-cast advertising of foods and beverages that may be assessed as being high in fats, salts and sugars,

that may be of interest to children, and may be matters of public concern. These issues are seen as being related to the growing problem of obesity in Ireland, and that children (and in Ireland, a child is defined as being anyone up to the age of 18) may be influenced through advertising to eat or drink too much sugary, salty or fatty foods.

The BAI has carried out the first stage of a consulta-tion process to find out views on the idea of intro-ducing a Nutrient Profiling model to regulate broadcast advertising of these kinds of food and beverage. The BAI appointed an Expert Group to advise it on the idea of using the model used by Ofcom in the UK, and applying it to Ireland, a model which we would say is flawed anyway, as well as not being appropriate for Ireland. It should be noted that the BAI only deals with broadcast advertising, so it doesn’t apply to print or outdoor. That said, any initiatives it might take could be seen as precedents for other media, and we are aware that some organisations which are opposed to these foods and beverages have said that they in-tend to seek restrictions on advertising them on other media. The next stage of the BAI process will be for it to consider all the submissions it has re-ceived and then to announce its intent sometime around the end of March/early April next. At that stage it might decide to revise its current Children’s Code and propose changes to it, including the use of the British Nutrient Profiling model. The Dept of Agriculture has declared its opposition to cheese being included in this model. The BAI could pub-lish a report and a revised set of restrictive rules as part of this process, invite further comments on it, and finalise it in the Autumn of this year, to come into operation in January 2013. Then again, they might decide that only small changes or even no change is needed.

One way or another, this all adds up to the fact that advertising generally is being heavily targeted for restrictions on how it should operate and what can be advertised.

Which begs the questions: And what might be next after that? And if companies can’t advertise, how will they actually be allowed to promote their goods and services?

And these are all against an economic back-ground of job losses, increasing unemployment, industry closures – and calls by Government for us to be all more marketing-oriented!

Ed McDonaldIAPI

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IS THIS THE PERFECT TIME TO INVEST IN ADVERTISING?

Now many people will look at that question and think have you lost your mind?’ However, let me make the argument before you call for the men in the white coats!

First, let’s recap on a couple of well-established principles. Research from McGraw-Hill supported by Millward Brown over several different recessions has clearly shown that brands that ensure that their share of voice is greater than their share of market during the downturn increase their market share and recoup considerably more than their investment over the recovery years. Savvy marketers know this and focus on their share of voice versus their key competitors, ensuring that their own share is slightly ahead of their market share.

The graphic below demonstrates this through the real world experience of four competing brands. The black brand maintained spend, thereby increas-ing share of voice as others cut their budgets in Years 3 and 4. The result was that the black brand surged clear of their competitors in sales as the market bounced back. Put simply, you can turn the engine off and feel like you’re gliding, but you’re actually falling and it takes more power (€) to regain your previous height, much less go higher.

As we entered the recession and everything, including advertising rates, was in a state of massive flux, it was actually easy enough to spend less money and yet maintain or increase share of voice as rates collapsed. However, that has settled down now and we are in a more stable, though significantly reduced, state. This means that simply demanding lower rates from your media agency is no longer something they can deliver on as media companies have pared back to the bone.

If you buy the principle that investing in a higher share of voice than your market share, then it takes two things to make it a success – 1.The bottle to win the fight internally and 2. Good timing. I won’t concentrate here on the first one as that is down to many things including the marketing director’s strength within the organisation and ability to balance long-term goals with short-term pressures.

Adrian O’Farrell

As regards timing, however, it’s a bit like property. At what point in the cycle do you invest to get the best return? Obviously you want to act as close to the bottom as you can in order to get the greatest return from the recovery. However, the implication of the McGraw Hill research is that you need to invest a little before the bottom in order to steal a march on the competition. So the question becomes this – how near the bottom are we?

This is the really tricky bit! But there are grounds to believe that we are about to turn the corner when you read recent surveys from IBEC and Ernst and Young

The Ibec survey, in which 205 firms were surveyed in October by PWC Consultants, found that more than one-third of private companies intend to increase employment in 2012, while 60 per cent plan to have a larger workforce by 2016.

Meanwhile, Ernst and Young are forecasting a period of solid GHDP growth averaging 4.5% through to 2020 once we get over another tough year in 2012.

Ernst and Young do highlight the considerable downside risks. Their forecasts are based on the Eurozone surviving its currency crisis intact and without breaking into a two-tier currency, Ireland not requiring another bailout and successfully paying its debt and a world economy that returns to a rate of steady expansion after 2012. Obviously, none of these eventualities are nailed-on certainties, but there is a fair chance.

The implication is that we may just be at that perfect time to show some courage and reap the rewards over the coming years. It just may be that those men in the white coats in the distance are just high-tech workers on a break from Ireland’s smart economy.

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Focus Ireland named as Bravo ‘Charity of the Year’ Bravo is delighted to announce that Focus Ireland is our nominated Charity of the Year for 2012.

Focus Ireland is a registered charity that works to prevent people becoming, remaining or returning to homelessness. The organisation was founded in 1985 by Sr. Stanislaus Kennedy, in response to the needs of a group of home-less women. Focus Ireland’s vision is that ‘everyone has a right to a place they can call home’ and the organisation works to make this vision a reality for thousands of people every year. Bravo will be helping Focus to get their mes-sage across through supporting their fundraising and awareness campaigns.

James Barry, Chief Executive of Bravo Outdoor, said ‘While we love the Outdoor business, the word outdoor has a very different meaning for those that Focus are helping. It is particularly difficult to think of people braving the elements at this time of year and we are delighted to do what we can to help Focus with the outstanding work they do.’

Roughan Mac Namara, Advocacy Manager with Focus Ireland says ‘Focus is thrilled that Bravo are partnering with Focus this year. Their help with our communications plan should add considerably to the level of support we can deliver for the homeless in this time of extremely tight funding.’

FOCUS IRELAND CHARITY SUPPORT ANNOUNCEMENT

BRAVO SHOWS IT’S BROD

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Pictured from L – R: Adrian O’Farrell, Marketing Director, Bravo Outdoor and Roughan Mac Namara, Advocacy Manager, Focus Ireland.

Pictured from L – R: Adrian O’Farrell, Marketing Director, Bravo Outdoor, Kamal Abrahim, Mr. World and Bernard Dunne, former boxing World Champion.

As the only Irish-owned of the major Outdoor Advertising com-panies, Bravo is proud to support Bernard Dunne’s Brod Club. This is a campaigning TV series seeking to get 100,000 peo-ple to sign up to speak one hour of Irish every week and use the cupla focail where they can.

Bravo has supported Agtel, the independent TV production company behind the series, with some 48 Sheets for a very successful ‘tease and reveal’ campaign featuring Brian Kenne-dy (You know a lot of people don’t realise it, but I’m actually bi), Paul McGrath (It made me feel inadequate), Fiona Looney (As a parent, you want your kids to have more than you do) and Brendan Courtney (I lost it at 16 and I regretted it).

Bravo is also donating a 48 Sheet site in each of Dublin, Cork and Limerick for the duration of the series. The sites will feature Mr. World, Kamal Ibrahim (who hails from Limerick and speaks Irish!) alongside the question ‘Would you like to see ‘Nios Mo’ of Mr. World? As the campaign breaks through successive threshold numbers of sign-ups, Mr. World will be shown with less clothing each time until the final reveal when the 100,000 number is hopefully reached.

The show itself is very entertaining and not ‘sean-scoil’ Irish ar cor ar bith. The first show featured a gospel choir flashmob singing U2 as gaeilge. You can check it out at http://www.rte.ie/player/#v=1139036

It’s about using what Irish you have rather than being perfect at it. We’re finding ourselves drop-ping the cupla focail into our emails and around the office. Craic mor. Sign up now at

http://www.rte.ie/brodclub/ and scaip an sceil – spread the word!

To get into the spirit of things we have also made a slight change to our own iconic logo on selected sites...

The Northern Ireland Tourist Board has launched a high-impact campaign on Outdoor that includes a couple of notable executions with Bravo.

As well as running with a Colour Bus, they have blitzed Connolly Station – the departure point for the Enterprise Dublin-Belfast line.

The station was decorated with branded ticket barriers, floor graphics, the gallery of 6 Sheets, station entrance and a Transvision campaign to create a big impression for a big year up north.

NORTHERN EXPOSURE

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Pictured alongside the Emirates Airlines full colour Dart train are (left to right) Suzanne Webb (Bravo Outdoor), Rianne Rusthoven (Mediavest), Jackie Lyons (Mediavest) & Albi Larkin of PML Group .

Most of you will have seen this already but for anyone who hasn’t...

Emirates Airlines used a Full Colour Dart to Launch their new Dublin-Dubai route which started on 9th January this year. It’s the first time since 1997 that Dart commuters get to travel aboard a fully wrapped train. And it’s done in some style across eight carriages.

The lead and end carriages are kitted out in a striking corporate red with the announcement of the route and launch date. Another carriage features the word Emirates in enormous colourful text. The other carriages show stunning images of Dubai and points beyond served by Emirates such as India, the Far East and Africa.

Emirates Airlines booked the advertising for a period of three months. The train forms part of a highly-visible multi-format outdoor advertising campaign that also features Bravo Outdoor’s striking ‘Megasquare’ format on Dublin Bus sides.

Click here to see the Emirates’ Colour Train on video.

FLY EMIRATES - GREYSTONES TO HOWTH!!

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