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100 POINTS YOU NEED TO KNOW ABOUT CONSUMERS AND MEDIA IN 2012 DECEMBER 2011

TEN X TEN

MEDIA

OF THEAGENCY

YEAR

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B R A N D M E : S E L L I N G Y O U R I M A G E O N L I N E | G E N E R A T I O N U N C E R T A I N T Y : G R O W I N G A N X I E T Y | M A K E ʻ E M L A U G H : G I V E C O N S U M E R S S O M E F U N | D I Y : S A V I N G M O N E Y B Y D O I N G I T Y O U R S E L F | T W O - P O I N T - F O U R C H I L D R E N : C H A N G I N G F A M I L I E S | B A C K T O R E A L I T Y : T H E I M P O R T A N C E O F F A M I L Y | V A L U E V I G I L A N T : P R I C E C O N S C I O U S C O N S U M E R | S E G M E N T I N G T H E S E G M E N T : F O C U S O N 5 0 S | R E T A I L I D E N T I T Y C R I S I S : S H O P S I N D I F F E R E N T P L A C E S | I N C O N S P I C U O U S C O N S U M P T I O N : L E S S I S M O R E | S O L O M O ( S O C I A L , L O C A L & M O B I L E ) G U A R A N T E E D P R E D I C T I O N F O R 2 0 1 2 – M O R E J A R G O N ! | T H E C O N S U M E R I S A H E A D O F T H E G A M E | M O B I L E W I L L O U T P A C E D E S K T O P S I N 2 0 1 2 | P U T T H O S E S C I S S O R S D O W N ! S I M P L Y R E - S I Z I N G Y O U R B A N N E R A D F O R M O B I L E I S N O T G O I N G T O W O R K T O D A Y | T I M E S P E N T M I N U T E S S P E N T W I T H M O B I L E W I L L G R O W B Y 1 2 % | D O N ʼ T T H R O W T H E B A B Y O U T D O N ʼ T F O R G E T K I L L E R M O B I L E A P P - S M S | S E C R E T G U I L T Y P L E A S U R E S T H E M O B I L E S C R E E N I S A P R I V A T E S P A C E W H I C H C R E A T I V E N E E D S T O C O N S I D E R C A R E F U L L Y | A L W A Y S O N E A C H D A Y , 3 4 % O F U S E R S S U R F T H E W E B O N T H E I R S M A R T P H O N E W H E N T H E R E ʼ S A P C N E A R B Y | F O L L O W I N G T H E C L I C K I M P R O V E D A D - S E R V I N G W I L L E N A B L E U S T O M E A S U R E R O I B Y C H A N N E L P O S T T H E S T O R E W A L L S . | H A N D S E T W A R S 2 8 % O F S M A R T P H O N E S A R E A P P L E , B U T A N D R O I D I S I N C R E A S I N G L Y D O M I N A N T P L A Y E R | T H E M O B I L E J U K E B O X O V E R 5 0 0 M I L L I O N V I E W S G E N E R A T E D P E R D A Y O N Y O U T U B E . C O M V I A M O B I L E D E V I C E S | F O C U S O N R E S U L T S - E V E N M O R E A C C O U N T A B I L I T Y | G R E A T E R U S E O F R I C H M E D I A | F U R T H E R U S E O F G O O G L E L O C A L S E A R C H ( M A P S ) | C R O S S M E D I A P L A N N I N G - F U L L I N T E G R A T I O N | I N C R E A S E D S E A R C H E N G I N E O P T I M I S A T I O N | M O B I L E S E A R C H : M O B I L E I S T A K I N G O V E R | C O N T E N T P A R T N E R S H I P S | Y O U T U B E T R U E V I E W : T E S T Y O U R T V C R E A T I V E | O P T I M I S E D S I T E S F O R D I F F E R E N T D E V I C E S | G O O G L E + Y O U R S E A R C H G E T S S O C I A L | T H E L A U N C H O F G O O G L E + | T H E U N O F F I C I A L T W E E T T H A T E N D E D S E A N G A L L A G H E R ʼ S B I D F O R T H E P R E S I D E N C Y | V I D E O O F M U R M U R A T I O N O F S W A L L O W S O N L O U G H D E R G R E C E I V E S 6 . 6 M V I E W S I N O N E M O N T H | F A C E B O O K O V E R H A U L S T H E P R O F I L E P A G E | C O M M U N I T I E S U S E # R I O T C L E A N U P T O T A K E B A C K T H E I R S T R E E T S A F T E R L O N D O N R I O T S | L I V E U N I N T E N T I O N A L T W E E T I N G O F O S A M A ʼ S R A I D | Y O U T U B E R E D E S I G N P U T S F O C U S O N P R O F E S S I O N A L L Y P R O D U C E D C O N T E N T C H A N N E L S | I D A A N N O U N C E T W I T T E R T O S E T U P E U R O P E A N H E A D O F F I C E | T W I T T E R L A U N C H E S B R A N D P A G E S | @ P L A N E T J E D W A R D R E A C H 4 6 6 , 0 0 0 F O L L O W E R S O N T W I T T E R - S ʼ U P J E D W A R D | M O R E P E O P L E W A T C H E D T H E L A T E L A T E T O Y S H O W ( 1 . 5 M ) T H A N E N D A ʼ S N A T I O N A D D R E S S ( 1 . 2 M ) | 6 6 4 , 0 0 0 T U N E D I N T O W A T C H O B A M A B U T M O R E W A T C H E D T H E Q U E E N ʼ S H I S T O R I C A L V I S I T ( 7 1 0 , 0 0 0 ) | R T E P L A Y E R H A D A N A V E R A G E O F 2 . 5 M S T R E A M S P E R M O N T H , 3 P L A Y E R A N D 4 0 D A R E A T 7 0 0 , 0 0 0 | S K Y G O L A U N C H E D I N 2 0 1 1 , B U T F R O M 2 0 1 2 W I L L B E A V A I L A B L E T O A D V E R T I S E O N | T W I T T E R H A S H T A G U S A G E H A S I N C R E A S E D O N T V - S U C H A S V I N C E N T B R O W N A N D R T E ʼ S F R O N T L I N E | 2 4 T H O C T O B E R 2 0 1 2 I S T H E D A T E T O R E M E M B E R F O R T H E D I G I T A L S W I T C H O V E R | 1 , 0 3 2 , 0 4 6 T V A D V E R T S B O U G H T B Y G R O U P M . | 3 0 % O F A L L S P O T S O N I R I S H T V I N 2 0 11 | I N 2 0 1 2 N E W C H A N N E L S T O B E O P T E D O U T S K Y L I V I N G + 1 , A T T H E R A C E S A N D S K Y T W O | R T E T V 5 0 T H A N N I V E R S A R Y | T H E L A R G E S T T V V I E W E R S H I P W I L L B E T H E I R E V S S P A I N I N T H E E U R O S - U N L E S S W E G E T T O T H E F I N A L | 8 4 % O F I R I S H P E O P L E L I S T E N T O R A D I O E V E R Y D A Y | 1 6 4 , 0 0 0 R A D I O L I S T E N E R S H A V E B O U G H T G O O D S / S E R V I C E S O N L I N E I N T H E L A S T 7 D A Y S | 2 9 8 , 0 0 0 L I S T E N E R S H A V E P A I D B I L L S O N L I N E I N T H E L A S T 7 D A Y S | 7 % O F L I S T E N E R S H A V E S T R E A M E D A N I R I S H R A D I O S T A T I O N O N L I N E I N T H E L A S T W E E K | 7 % H A V E L I S T E N E D T O A P O D C A S T / A R C H I V E O N A R A D I O S I T E | 3 6 % O F L I S T E N E R S O W N T H E I R H O U S E O U T R I G H T | 7 8 % O F R A D I O L I S T E N E R S B U Y I R I S H W H E N P O S S I B L E | 6 4 % H A V E B R O A D B A N D A C C E S S | 6 3 % D O N O T S W I T C H O V E R / O F F W H E N T H E A D S C O M E O N | 1 . 3 M I L L I O N L I S T E N E R S G O T O T H E P U B O N A W E E K L Y B A S I S | H E I N E K E N C U P S P E C I A L S A T T H E A I R P O R T | L Y N X 3 D ʻA N G E L S W I L L F A L L ʼ 3 D S P E C I A L S | H E I N E K E N 3 D B R A N D E D R U G B Y G O A L P O S T 4 8 S H E E T S P E C I A L S | P H I L A D E L P H I A C H E E S E I N T E R A C T I V E B U S S H E L T E R S | A E R O C A R A M E L P U R C H A S E P O I N T D I S P E N S E R S | 3 M O B I L E ʻ A L L Y O U C A N E A T D A T A ʼ C O N T R A V I S I O N S P E C I A L | N E S T L E ʼ S S O U R P A S T I L L E S M I R R O R E D 6 S H E E T S | H E I N E K E N M U S I C G R E E N S P H E R E S E L S P E C I A L S | E M I R A T E S F U L L Y - W R A P P E D D A R T | S U R E M E N D E O D O R A N T M E T R O G L O O N M E T R O P O L E S & D U R A T R A N S O N C I T Y L I G H T S | C O M M E N T A R Y A N D A N A L Y S I S O V E R H A R D A N D B R E A K I N G N E W S | W E E K E N D P A P E R W I L L H O L D G R E A T E R S H A R E | I N C R E A S E D I N T E G R A T I O N O F C R O S S - P L A T F O R M O P P O R T U N I T I E S A S P U B L I S H E R S P O S I T I O N T H E M S E L V E S A S O V E R A L L C O N T E N T P R O V I D E R S | I N C R E A S E D U S O F D I G I T A L C O N T E N T P L A T F O R M S . E . G . G U A R D I A N F A C E B O O K A P P | G R E A T E R U S E O F E D I T O R I A L T E A M S F O R A D V E R T I S I N G O P P O R T U N I T I E S | F U R T H E R D E V E L O P M E N T O F N E W S A N D E N T E R T A I N M E N T W E B S I T E S | M O R E R E A D E R V A L U E - O F F E R S , L O Y A L T Y I N C E N T I V E S | C O N S O L I D A T I O N O F O W N E R S H I P , E S P E C I A L L Y I N L O C A L T I T L E S | M O R E R E G I O N A L P A P E R S G O I N G C O M P A C T T O F I T I N W I T H R E A D E R S L I F E S T Y L E | I N C R E A S E D A V A I L A B I L I T Y O F N E W S P A P E R A P P S | T H E D A R K K N I G H T R I S E S | T H E T W I L I G H T S A G A B R E A K I N G D A W N I I | T H E H U N G E R G A M E S | T H E G R E A T G A T S B Y | S N O W W H I T E A N D T H E H U N T S M E N | T H E H O B B I T A N U N E X P E C T E D J O U R N E Y | T H E D I C T A T O R | W H A T T O E X P E C T W H E N Y O U ʼ R E E X P E C T I N G | T H E I R O N L A D Y | R E D D A W N | R E T A I L 1 3 5 | E N T E R T A I N M E N T & T H E M E D I A 9 4 | T E L E C O M M S 5 7 | F O O D 5 5 | F I N A N C E 5 1 | D R I N K 4 1 | G O V E R N M E N T / S O C I A L 4 0 | T R A V E L & T R A N S P O R T 3 8 | C O S M E T I C S & T O I L E T R I E S 3 4 | M O T O R S 3 1

WWW.MINDSHARE.IE

BLOG.MINDSHARE.IE

@MINDSHAREIRL

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Dear colleagues,

The most overused but yet the most appropriate word to describe 2011 has been ‘challenging’. Along with the rest of our industry we have certainly felt the pressures and we have had to work very hard just to ensure that the business does not go backwards. However, at the close of 2011 we can look back and say with confidence that it’s been a strong year for Mindshare. Our business has progressed and I’m very proud to be able to say that our offering now is far stronger than it was at the start of the year.

Our approach has been to continue to get closer to our clients and to understand the growing pressures they are under in order to deliver exactly what they need from their media partner. Indeed, a big part of this is being a lot more than just a media partner, moving far beyond our traditional remit and offering real, measurable business solutions to the challenges they face.

Whilst our business continues to change in shape and in focus, it’s very important that we continue to deliver excellence in our main business of media planning and buying. Our continued investment in this area, particularly in resource and systems has helped keep us ahead of the competition.

Our Digital Conference which took place back in early February was a huge success and was oversubscribed in terms of very high quality attendees. Among other things, we gave everybody a unique insight into Smartphone penetration and usage and gained some very valuable insights which have helped drive our business forward.

A very big highlight of our year was winning the highly contested title of ‘Media Agency of the Year’ at the inaugural media awards at the end of March. This showcased the excellent year that we had in 2010 and the superior quality and effectiveness of the work that we produced. In addition to winning ‘ Media Agency of the Year’, Mindshare also won two awards including the Grand Prix for the Bord Gáis Energy ‘Big Switch’ campaign and one for Best Sales Initiative for Ford Fiesta.

Consumer Insight has continued to power our business and our partnership with SpongeIt has helped keep us at the forefront of this area. We also have some unique and brand new technology to roll out in early 2012 which will further enhance our Consumer Insight positioning.

Our integrated approach to Digital, which we have had in place for over three years, is now really proving to be a key advantage as many multi platform media owners are now moving to trading their inventory in the way that we have been buying it. We are significantly ahead of our competition in terms of structure, resource and experience in this area and this will deliver even more benefits as we move into 2012.

Trading continues to grow in importance and our most significant hiring of the year has been the appointment of Neil Johnston as Head of Trading. Neil joined us from OMD UK where he was Head of Buying for the past nine years. In particular, Neil brings a level of experience and expertise in cross platform trading that simply does not exist elsewhere in Ireland.

The most easily measurable testament to the strength of our offering is our client list of which I am most proud. It’s both the breadth and depth of this that speaks volumes about the health of our business.

Thank you very much for your business and your support throughout 2011 and we look forward to a mutually prosperous 2012.

Bill Kinlaybill.kinlay@mindshareworld.com

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Increasing our offeringManaging Director, Emma O’Doherty

acknowledges the increased pressure on business, but puts value on long term

thinking to ensure future growth.

How do you like it, how do you like itMore, more, moreHow do you like it, how do you like itOoh, how do you like my love

If ever a lyric had to define the changed relationship of consumer-brand-agency then this old Andrea True song (1970’s disco classic) seems to be the perfect fit!

We all want more. Consumers want more value from brands, brands want more value from their marketing investment, agencies want more value from the media channels and the channels want more customers to add value to their proposition. More, more, more value.

But is it for less, less, less? Thankfully the definition of value is not solely monetary. Yes, consumers have less money to spend, but this doesn’t always mean that the cheapest products win outright. Service value is still equally important; those other touches that make paying the money worthwhile. Businesses that continue to deliver what the consumer perceives as value will survive.

Interpreting that value definition and delivering the right proposition is the key. It means thinking cleverly, investing smartly and knowing your customer.

How has this value requirement changed the market dynamic and what can those of us in marketing services, across brands – agencies – media, do in 2012 to deliver on it?

MORE KNOWLEDGE

Data: it’s the new oil. We have lots of it: unlike oil.

Knowing what to do with data and how to interpret it is the difficult bit, but it is from this data that brands will begin to understand the dynamics of their customer relationships. As a business, Mindshare is able to better understand consumers’ rapidly changing relationship with media via our own research service (through partners SpongeIt). This has allowed us to use client’s existing data, identify gaps and deliver bespoke communications solutions. Media channels are adding to, or improving. their value added research (e.g. the radio industry’s RadioGAUGE). Businesses should also be tracking consumer sentiment in real time, along with sales and using this data to further develop the brand, or the use of communications. Marrying all three data sources together - brand KPIs/equity, sales data and media interaction – will provide rich outputs for business development.

MORE, MORE, MORE

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MORE LONG-TERM PLANNING

The reality for many brands in Ireland is delivering sales now. But if history has taught us anything, it’s that a continued focus on reactive marketing and short-term sales technics takes its toll on brands in the long-term. Marketing and sales people become swamped by the now, with no head room for the future planning. This equally applies to development of media strategy – where turning around short-term activity has to take precedence over long-term brand communications. We have to find a new balance between driving sales spikes versus implementing strategies or new business models for longer-term success.

MORE REWARDS FOR LOYALTY

The short-term selling focus has seen deal marketing boom in 2011 and it shows no sign of abating. ‘Dealing’ is no longer owned by FMCGs; we see financial, telecoms and entertainment services employing more retail tactics than ever before. And this is happening not only in brand-consumer interactions, but also media supplier-agency dealings. The difficulty for most businesses is whether short-term offers can lead to long-term loyalty and base customer or revenue growth. The evidence so far is that they don’t. How many of us have gone back to that salon for another fish pedicure? Yes they do encourage trial, but it’s the experience and the aftercare that keeps customers: the Service Value. Our focus should be on investing in loyalty-building and repeat purchase mechanisms rather than funding what can become very expensive short-term incentives. Reward the loyal customer as opposed to the one-off purchaser.

MORE MOBILE

Mobile - our internet, our camera, our alarm, our encyclopaedia, our TV and soon to become our wallet! With another gifting season passing,

smartphone penetration will increase further, giving us all even more reason to put mobile at the centre of our communications planning, as well as a route to sale. Mobile is changing how businesses sell, how consumers engage and how those of us in communications can marry both of these together. It is important to remember that the pervasiveness of mobile means that what was once defined quite neatly as the ‘store’, has opened up shopping opportunities anytime, anywhere. For media channels, the need to be relevant to, and keep pace with consumers, has meant investing in mobile – from online news & entertainment sources, apps and interactive display units to the latest in connective media routes from QR codes to Blippar to iTagged. Expect more in 2012.

MORE FOCUS ON TALENT

We all need good sales people, those who can build customer relationships, merchandise brand benefits and get a sale over the line. Brands need marketers that can navigate the current market whilst still keeping an eye on the road ahead to ensure long-term success. In Mindshare, our role continues to be to develop consumer insight from data, deliver long-term thinking, adapt to new communications models,

work the market hard and deliver the most effective media buying for our clients. The talent we have in Mindshare is outstanding, and we hope that every day in 2012 will see us adding more value to our clients’ businesses.

MORE RECOGNITION FOR POSITIVE CONTRIBUTION

And this leads me to a final thought that would enable us all to ensure the future of our talent pools: recognition of the positive contribution that we, the marketing industry, make to businesses; and merchandising it both within our own organisation and within the industry.

In Mindshare, return on investment and measurability of activity is fundamental. The biggest single difference in recent years is the interactive nature of digital and how it allows us to measure the impact of activity, click-through rates, cost per lead or customer acquired. Our ambition, as ever, is to work with clients to demonstrate effects on business performance, be it share, generalised profit or margin uplifts.

More, more, more. That’s how we like it.

emma.o’doherty@mindshareworld.com

Brands need marketers that can

navigate the current market whilst still

keeping an eye on the road ahead to ensure

long-term success

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Responding to ChangeMark James, Planning Director, reflects on

our changing demographics, and how in 2012, Mindshare is equipped to respond to

changing consumer demands..

Last year in Ireland we filled nearly all of a capacity Croke Park with new births, and lost just over the equivalent of a Thomond Park in deaths.

We had the lowest death rate in Europe, and on the baby-making front our performance was an unparalleled, top-of-the-tree European success with 16.8 births per thousand compared to a rather feeble 7.9 in Germany.

While this suggests some significant differences between us and our German counterparts, the reality is more simple – the last real baby boom came after the visit of Pope John Paul II, and now the babies of then are having the babies of now. The Pope’s Children’s Children.

All of which means our demographics are good – they are a ‘nice shape’. We’re producing enough children to sustain the population (even accounting for growing emigration), and we have plenty of (potentially) economically active family stage 25-44 year olds – a good engine for any economy.

We have the target audience that many advertisers are chasing, and we’re still married to brands (we buy more branded goods than most of Europe).

That’s the good bit.

The bad bit comes when you consider that we are well into our fourth year of recession and we’ve just had our fifth austerity budget. Even with the success in export-led growth that we have had in the last year, nearly every kind of demand is depressed.

So demand is down, consumers don’t have any money, and we’re running out of vital supplies – right?

Wrong!

We have a fantastic resource of media and marketing people here in Ireland, constantly looking for new ways to target and attract consumers.

We’re not experiencing the death of Irish marketing; we’re just experiencing the birth of a new kind of marketing and communications. It’s a tough environment, and we can’t be complacent, but there are plenty of opportunities out there.

Through strong negotiation, Mindshare continues to secure the most competitive media pricing in the Irish market for our clients. This is the competitive advantage that we spend every day reinforcing and extending. Really strong media buying.

The other part of what we do is working hard to further develop the spirit of cooperation and enterprise that we have with media owners.

BIRTHS, MARRIAGES & DEATHS

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VALUE OF STRONG RELATIONSHIPS

Because strong, flexible and intelligent relationships are key to providing new, innovative and business-generating solutions for our clients, the people who pay our bills, excellent relationships with our clients, as well as with media owners, are key.

The most important relationship, though, is with consumers. This, if you like, is the marriage bit. The bit that needs planning!

We need to consolidate and build upon our relationship with consumers, as well as find new reasons to create or maintain those relationships

Today’s Irish consumers are clearly cautious, but they do have money. The savings rate in Ireland is a very h i g h 1 4 % a n d w h e n c o n s u m e r s s e e a deal even for discretionary items, then they will spend – witness the success of newly launched group buying sites like The Irish Times’ Rewarding Times; with deals on golf, wine, weekends away, musicals and meals-out selling in thousands. 2011 was also the year that saw BMW producing and airing its first ever Irish TV commercial.

Now more than ever, consumers need real reasons or occasions to spend and providing more of these, and understanding consumers is what media planning stands for at Mindshare. The DNA of our planning is to do it really cost-effectively, cost-efficiently, and in a unique way that nobody else can.

In the last year, while saving our clients over €100m in media savings, we have conducted 22 research and insights projects informed by speaking to over 7,000 consumers helping us to inform media strategies of 15 Mindshare clients.

Unlike our competitors, every one of our Planners is digitally literate.

We provide access to services, insights and tools that are not available in any other ‘media agency’. Whether it’s our Sponge It research programme measuring the mood of Irish consumers; Buzz monitoring which listens to and interprets what consumers are talking about and sharing online; Millward Brown’s new BrandZ work in the Irish market; return-on-investment research; or our unique Storytelling planning process, which we are beginning to roll out amongst clients.

We believe in investing in Planning, even when times are as tough as they are now.

Media life, like ordinary life, is made up of Births, Marriages and Deaths. And we’re here to help our Clients navigate these major events and the potential effect upon their brands.

So who, or what, are some of the things in media that we said hello to for the first time in 2011.What did we say goodbye to for the last time? What did we celebrate the joining together of?

We said goodbye to Star on Sunday, The Sunday Tribune and the News of the World – none of this good for newspapers, journalism, plurality of opinion, or consumer marketing.

We also said goodbye to the baffling Google Buzz, and hello to a raft of new Google products including Google+, a first real attempt at social networking.

We really understood, for the first time, the power of social networking with the uprisings of the ‘Arab Spring’.

We celebrated 10 years of the iPod and saw the death of its father, and marketing genius, Steve Jobs.

We said goodbye to the typewriter when the last company to manufacture typewriters stopped making them in India, and we saw the real birth of tablet devices, like the iPad, with mass consumer adoption. These tablet devices offer the first genuine opportunity for press media owners to marry their journalistic product with digital in a way that consumers can really engage with.

And every day in Mindshare, we said hello to the birth of new media ideas to help build our clients’ businesses.

mark.james@mindshareworld.coml

We have conducted 22 research and insights projects

informed by speaking to over 7,000 consumers

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Keeping a watchful eyeNeil Johnston, Head of the Exchange,

discusses the key trading areas which will be managed by Mindshare in 2012

MEDIA ECONOMY

2011 saw a further contraction of advertiser demand in Ireland. The overall advertising economy has seen expenditure fall in the region of 10%. Only client’s Online expenditure saw growth, in the region of 20% for display and search combined, which is a slowing from the 30% growth seen in 2010. TV revenue looks like it has fallen by 8%, with the major contraction happening in the final quarter. Print, Radio and Out-Of-Home all saw falls of between 10% and 15%.

Whilst making market predictions for 2012 is tough, particularly still with a Euro crisis happening, we do believe that 2011 is the bottom of the media market. We believe that Ireland’s qualification for the Euro 2012 championships and our proximity to the London Olympics will provide a fillip for the advertising economy starting at Easter, and that the final quarter of 2012 must show growth after four straight years of falls, and what should be a more robust economic environment by the end of 2012.

We predict that advertising revenue will rise between 3% and 5% in 2012. Online will see the largest growth, with TV showing a significant recovery, the Euros and Olympics being primarily TV events. Radio and Out-of-Home should see small growth, again as a piggy back to Euro and Olympic campaigns and spending in the run up to Christmas 2012. Print may grow, but only marginally, and only if retail support the aforementioned events.

MANAGING THE TRADE

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MAXIMISING VALUE IN THE MARKET

The major media “event” of 2011 has been in the television arena. RTE deciding to pull back from share trading from mid-2012, in the face of a three year Competition Authority enquiry, means that in mid-2012 the TV trading rulebook changes. Whether the changing of the rules affects the structure of the market remains to be seen (remedies to be put in place by the Competition Authority to govern RTE TV trading are yet to be published), but we at Group M, as Ireland’s largest media trading group, see this as an opportunity, not only to play by different rules – if we want to – but to create value for our clients through new and different ways of transacting.  We are excited about possible change in the TV marketplace, but will not be forced into any herd mentality when it comes to transacting on our clients behalf for 2012 and beyond.

There has already been a move to cross-media trading at some suppliers and in 2012 we see this phenomenon growing. Unlike cross-media trading currently, where it tends to happen at smaller suppliers, in 2012 it will happen at our largest. Again 2012 should see changes at RTE and we are aware of other large suppliers that are bringing Online sales back in house. This allows us to utilise our significant volumes to create value across media, whilst at the same time refusing conditional trades – something we believe that other media buyers may not be able to resist.

Outside of television there is still an oversupply in the Irish media marketplace, and this will force us to recommend to our clients only the strongest suppliers, that offer the best value and that can build l ong - t e rm , mu tua l l y bene f i c i a l , bus i nes s relationships. Whilst advertiser budgets will rise in 2012, it will not be by much in most media, so the same pressures as the last few years are faced by all media owners in Ireland. Again Mindshare’s trading will look to utilise our volume to force aside bullish media owner yield policies. A slight recovery in the media economy does not afford ambitious media owners the opportunity to push up the rates for our clients.

Lastly, over the past couple of years the contraction in advertiser demand has cut the long tail of suppliers and this trend will continue, particularly in the Online arena.

Media deals that create value for our clients by allowing them to connect with engaged audiences, on which ever platform that media owner owns, to produce tangible returns on media investment are what we require from all the media owners that we support. This will be more important in 2012 than ever before.

neil.johnston@mindshareworld.com

We will recommend to our clients only the

strongest suppliers, that offer the best value and that can

build long-term, mutually beneficial,

business relationships

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Digital at the core of planningOur Head of Digital, Ciarán Norris, takes a look at key areas which will have a major

impact on digital marketing in 2011.

The future’s already here, it’s just not

evenly distributed William Gibson, 1993

The past 20 years have seen digital technologies disrupt countless industries, including marketing. But we think 2012 will be a bit like the calm after the storm; more evolutionary than revolutionary. That said, it’s still likely to be an eventful year, so what will the big stories be and what will that mean for marketers?

MEDIA BUYING 3.0

2011 saw direct response really proving its value, with advertisers across a large number of sectors investing heavily in ad-networks and targeting, based on embryonic user profiles. In last year’s TEN X TEN we mentioned demand side platforms (DSPs) being the next stage for DR display, but they didn’t really take off – in 2012, we believe they will.

With a number of suppliers, both local and international, now targeting Ireland, it seems natural that clients will start assigning test budgets and, most likely, see the same impressive results already common in other markets when media can be bought at an impression level, in an auction model, with holistic, whole-web management of inventory. However, this increased interest comes at the same time as the regulations around data are tightening up.

WITH GREAT POWER…

The EU’s new data regulations, or Cookie Laws, came into effect in Ireland in July 2011, but many people still don’t understand what they mean, including, some might argue, the politicians who enacted them. But what is clear is that the unwritten agreement between publishers and consumers - that the latter’s attention & data would be sold by the former in return for access to their content - is under threat. Whilst the Irish Data Protection Commissioner (DPC) has vowed to take a pragmatic approach, Irish businesses have to start thinking about what the regulations mean for them. It also might mean that using DSPs, or even Facebook’s Like button, will be things that require explicit consumer consent.

IRELAND IS CONNECTED

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INTERNET GIANT KILLERS

Google currently faces a battle on two fronts: stock markets who seem to have grown immune to Google’s charms (despite consistent growth in revenue and profit, its stock market value is almost identical to this time last year). This is reflected in the huge number of tweaks Google has made to its algorithm, interface and product suite over the last 12-18 months: expect more of the same in 2012.

On the other side of things, 2012 could see Google hit by fines & restrictions by the American FTC & EU; whether or not the charges of monopolistic & anti-competitive practices have any basis in fact, 2012 could be the year Google finally turns into Microsoft. In 2003 Microsoft was hit with a €497m fine by the EU for its anti-competitive bundling practices.

And it’s not just Google either. Facebook has just had to agree to 20 years of oversight by the FTC at the same time as the Irish DPC is investigating whether its Like button and social plug-ins break EU privacy laws. The EU has just announced an anti-trust investigation into Apple’s ebook-store. None of the web giants are safe.

VALUING VIDEO

2011 was the year when Video on Demand (VoD) really took off in Ireland: RTE improved its offering in terms of the content, available whilst TV3’s platform was given a massive redesign. This has seen advertisers flock to the digital players, although the growth in views hasn’t met our predictions, probably down to a ceiling in terms of the content available and the limitations of broadband speeds outside the main urban areas.

2012 will see new, predominantly large, international players, enter the market: BBC’s iPlayer will be available across multiple devices, whilst Netflix is likely to have a big impact. This will force suppliers to provide real, concrete data and evidence on the efficacy of VoD as an advertising medium in the Irish market.

VHS OR BETAMAX

2011 saw a flurry of apps launched or promoted, all aimed at allowing on and offline media to be integrated, including Google Goggles, blippar & iTagged: neither advertisers nor users can be expected to utilise so many platforms and 2012 will need to see a VHS moment, where one app, platform or technology becomes the standard.

MOBILE WINS, LOCATION LOSES

2012 won’t be the year of mobile; we’re well past that point. The majority of phones in Ireland are now of the smart variety, with most of them on Android. What will be more interesting are the ongoing tablet wars, with the possibility of Amazon’s cut-price Kindle Fire being released and driving mass-adoption.

Location, the poster child of mobile, looks less healthy: foursquare has tripled its users this year, but still sits at ‘just’ 15 million users worldwide; its main competitor Gowalla admitted defeat and sold up to Facebook, whilst Facebook’s own Places product has failed to set the world on fire. Location is going to become a means for marketers, rather than an end, and not a moment too soon.

So, 2012 then, kind of like 2011, but more so; a year that will see the culmination of trends that have been developing for years. But, whilst we’re pretty sure there won’t be any seismic changes in the world of digital this year, if the last 20 years has taught us anything, it’s that it never pays to be too certain about such things. Here’s to another interesting 12 months.

ciaran.norris@mindshareworld.com

flickr: ssoosay

None of the web giants are safe

M 10 x 10

TENX TEN

POINTS FOR 2012

ONE-HUNDRED

Researching BehaviourHilary Tracey outlines new approaches to

researching consumers and Finian Murphy and Rachel Ray outline the ten consumer

themes for 2012.

Understanding consumers is at the heart of what we do and various research methods are regularly used, but how do we know if we are using the right methods to achieve our results?

When answering a questionnaire or participating in a focus group, the consumer is being tasked to recount their brand experience and knowledge. Cognitively they are accessing their memory bank for this information. How a consumer thinks of a brand is different to how they interact with it in the present.

Daniel Kahneman, a leading psychologist in behavioural economics coined the phrase of “our experiencing selves” and “our remembering selves”. Essentially both “selves” perceive happiness and events differently. He gives the example of a very enjoyable two-week holiday where both weeks are equally enjoyable. The “experiencing self” will enjoy both weeks equally, but the “remembering self” will look back and remember as if it was a one-week holiday. The narrative was the same for both weeks, nothing happened to make the two weeks stand apart so it is remembered as if it were one.

How we experience brands in the present and how we remember them are different. How does this affect the research methods we use? For example, answering a question on which brand a person uses can yield very different results from viewing that

person in the supermarket aisle. Seeing how they behave and interact with brands in a live environment offers a different perspective.

Ethnographic studies allow researchers to “live” with the participant and monitor their day-to-day behaviour. In 2012, Mindshare, in partnership with Sponge It will roll out exciting new technology to provide more real-time ethnographic data.

We can of course use neuro-research methods – eye tracking, skin conductance, EG and FMRI – essentially monitoring the brains reaction to certain stimuli e.g. advertising copy. Of course this data tells if the brain reacts in a certain way with no bias, but not necessarily the context for this reaction or rationale.

When considering consumer behaviour research, think about how the “experiencing self” would view your brand on the shelf or your ad on the bus shelter. Then consider what kind of memories “the remembering self” would have of your brand and/or campaign. Connecting both research methods (live reaction vs recalled memories and opinions) and taking a two-pronged approach will provide you with rich data on you consumers’ opinions and more importantly behaviour.

So what have we learned about consumers through research in 2011? We focus on three important consumer segments – and outline the 10 trends which are important to recognise in Ireland in 2012:

18-34 YEAR OLDS - THE LOST GENERATION?

1. Brand MeThis segment are digital natives and in 2012 it will be important to understand that they are acutely aware of the power of social media, particularly in how they portray themselves and the information they are willing to give to brands. They self-edit their online profiles and expect something in return when dealing with a brand.

CONSUMER CENTRAL

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2. Generation uncertaintyThere is a great level of anxiety amongst young adults, particularly those who have experienced friends moving abroad. Brands who provide empathy, reassurance, or support will win this segment over.

3. Make ʻem laugh

…you have to keep upbeat and grab any bit of fun time that’s

availableThis segment is not ignorant to the reality of the economy, but is seeking fun and escapism. There has been a move away from the doom and gloom of broadsheets to entertainment in tabloids, our searches for “good news” have tripled since 2008 and the top film in 2011 was the comedy Bridesmaids.

4. DIYFor those willing to stay in the country, many have used their initiative and with limited cash do things for themselves, music, arts and sport have all been driven by underground young movements and tag rugby, running and bootcamps have replaced expensive 4-star gyms for this generation.

UNDER PRESSURE FAMILIES

As I write this letter I am hoping that sleep can provide me with some escape from the anxiety and pain that the economic situation is wreaking on me and my family

Writing a letter to The Irish Times, MP Mac Domhnaill expressed the anxiety he and many families have experienced in 2011. When we researched this audience in early 2011, only 1% said they hadn’t tightened their spending.

5. Two-point-four ChildrenThe typical family has also changed. CSO revealed 34% of births now occur outside of marriage and 5% of births are now women over 40. Mindshare is researching how the housekeeper target is changing.

6. Back to reality

As predicted last year, we have seen a return to the community. 69% of consumers told us they planned to spend more time with close family and friends this year and huge rises in community involvement have been seen right across the country.

7. Value vigilant

53% of us are researching online before we purchase and we’ve doubled our online searches for coupons on last year. The biggest shift in coupon culture is how consumers now openly share their value finds proudly. They’ve been further empowered to do this through the developments in social and mobile.

FLUSH FIFTY+

It’s hard to believe in these times that the consumer group with the greatest spending power is still the least directly targeted. Ireland is collectively aging and 80% of private financial wealth is possessed by over 50s.

8. Segmenting the segment

By very definition, this group is problematic. It bundles together those who remember war rations, ‘free love’ and dancing to Thriller. As over 50’s hold the greater portion of wealth, it makes sense that we need to better understand exactly who they are and how they are spending it.

9. Retail identity crisis

The single shop has become the multi-shop. 35% of the consumer cupboard is own brands. Website research is driving consumers to stores knowing exactly what they want. At the same time retail units have become the testing areas for consumers who buy online.

10. Inconspicuous consumption

Flashing the cash has gone out of fashion. Garish labels is getting brands nowhere these days, but the subtle and persuasive argument of quality ,heritage, timelessness and value always will.

hilary.tracey@mindshareworld.comrachel.ray@mindshareworld.com

finian.murphy@mindshareworld.com

1 Brand me: selling your image online

2 Generation uncertainty: growing anxiety

3 Make ‘em laugh: Give consumers some fun

4 DIY: saving money by doing it yourself

5 Two-point-four children: Changing families

6 Back to reality: the importance of family

7 Value vigilant: price conscious consumer

8 Segmenting the segment: Focus on 50s

9 Retail identity crisis: Shops in different places

10 Inconspicuous consumption: Less is more

TEN Consumer Themes for 2012

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Mobile has grown upFiona Gallagher puts some manners on the

frantic buzz that will surround mobile marketing in 2012.

For anyone playing catchphrase bingo at various marketing conferences this year then surely the most repeated phase had to be ‘This is finally the Year of Mobile.’ Whilst 2011 was certainly a landmark year for mobile in terms of consumer usage and as a marketing channel, we believe that we only glimpsed the tip of the iceberg that is the change mobile will deliver in commerce, media and communication.

The dream of waving your phone at a payment point, in your local supermarket seems very close. 54% of Irish phones are now smartphones, Starbucks has generated 26 million mobile transactions and Google is fully behind mobile payments having launched Google Wallet.

However, turning contactless payment, or NFC (near-field communication), into an every-day experience will not be immediate. It requires significant collaboration between separate stakeholders such as wireless operators, handset manufacturers, payment solution providers and bricks-and-mortar retailers, all with their own vested interests, and there is a need for universal standards regarding security, in-store hardware, service logistics and back-end systems. With reported costs of approximately $500 to install NFC to a check-out desk, we don’t see multi-store/multi-aisle Irish retailers re-fitting their systems any

time soon, and certainly not until Apple gets behind NFC in a big way – iPhone 5 anyone?

However, though m-payments still sits in the early part of the hype cycle, m-commerce is well and truly flourishing in Ireland today with over 600,000 Irish people estimated to have availed of mobile phone discount offers.

54% of Irish phones are now smartphonesMobile coupons have been incorporated into a number of recent Irish campaigns with redemption being trialled through a variety of routes including actually showing the mobile screen at the check-out, scannable mobile barcodes or unique PIN numbers, delivered by SMS and activated by POS staff. Driving redemption on a large scale seems to be the common challenge with the key denominator being that offline redemption was largely restricted to small, easily controllable venues, such as convenience stores, pubs or at niche events.

MOBILE MANIA

Giants like Visa are defending against Google Wallet

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Though location based services incorporating check-in, such as Foursquare or Facebook Places, don’t seem to have gained much traction in Ireland, location based mobile advertising has delivered success for a number of advertisers already, with one network running campaigns targeted to its opt-in database of 700,000+ subscribers.

Combining their geo-targeting capabilities (based on users’ GPS/cell-tower data) with niche interest/demographic segmentation, they are able to push relevant messages to select audiences within defined locations, and it seems likely that the other networks will follow their lead. The potential to freak out consumers will need to be managed though, as there are already enough potential privacy issues waiting to blow-up in 2012, without adding another.

QR codes, iTagged, blippar – we’ve already explained how there are too many options for tying mobile to offline paid media, whether that be packaging or a print ad. However, no matter which route an advertiser selects, a mobile response mechanism is now just as important as the ubiquitous website URL on all ATL media and packaging. As the trend of dual screen viewing grows, mobile will play an increasingly important role in facilitating real-time, two-way dialogue in earned media environments such as Facebook or Twitter.

While integrating mobile into the media mix is a no-brainer advertisers will need to decide whether they really need an app: with over 5 million reported apps downloaded in Ireland and most people only using a select few regularly, it will be essential that branded apps provide real value, whether through utility or entertainment. Higher impact formats, such as Medialets will make it slightly easier to cut through on mobile devices, but not as easy as some might think.

Finally, delivering reach on mobile has come of age with Irish publisher apps now able to deliver unique

audiences on their mobile sites equal to their online properties. Though Irish mobile ad

spend - estimated by IAB Ireland to be around €1.6 million (H1) - is a long way off what the channel deserves, this hides the ecosystem of investment that is going

into mobile with some advertisers not thinking mobile campaign but mobile strategy,

and employing it to cement the always-on interaction between their CRM, point of sale, commerce and advertising.

fiona.gallagher@mindshareworld.com

1SoLoMo (Social, Local & Mobile)

Guaranteed prediction for 2012 – more jargon!

2The consumer is ahead of the game

Mobile will outpace desktops in 2012

3Put those scissors down!

Simply re-sizing your banner ad for mobile is not going to work today

4Time spent

Minutes spent with mobile will grow by 12%

5Don’t throw the baby out

Don’t forget killer mobile app - SMS

6Secret guilty pleasures

The mobile screen is a private space which creative needs to consider carefully

7Always on

Each day, 34% of users surf the web on their smart phone when there’s a PC nearby

8Following the click

Improved ad-serving will enable us to measure ROI by channel post the store walls.

9Handset Wars

28% of smartphones are Apple, but Android is increasingly dominant player

10IAB forecasts Mobile advertising is believed to be growing at a rate of 150%+ per annum

Ten Points on Mobile in 2012

M 10 x 10

Search and display advertisingOllie Smith, Vanessa Vallejo, Mark Kelly and

Sally Ann King talk about the latest developments in search and digital display .

Search engines have transformed consumer purchase decisions. 74% of consumers rely on search engines to research the products they buy. Perhaps even more interesting is that research isn’t just being carried out on big ticket items like cars or holidays, but extends to everyday grocery and household items like soft drinks, cereals, and cleaning products.

In a pre-digital world, research involved looking up a phone book, window shopping, talking to friends or going to a library. Today, consumers have information at their fingertips. The unique opportunity this gives advertisers is the ability to reach them as they’re actively looking for answers.

As the number of touch points influencing consumer purchase journeys have grown, so have opportunities for marketers. For example, on a short commute to work a person could hear a radio ad, tune into a discussion on travel insurance, see an ad on a passing bus, and respond by searching for travel insurance on their mobile phone - where they could complete a purchase online via mobile internet or over the phone by clicking on an a paid search ad.

The amount of ATL ‘push’ media driving search has meant that consumers now have the power to

comparison shop in-store. Where previously thrifty shoppers would visit an electronics shop and get advice from a staff member before returning home and buying online for a lower price, mobile armed shoppers can now ask retailers for advice, compare online reviews, search competitor prices and then complete an online purchase on the go, without having to leave a store to purchase from a competitor.

A recent US Google study showed that 45% of

smartphone owners use their phones while shopping. In fact, comparison shopping is so prevalent that Best Buy, a leading electronics retailer in the US has now started covering up product barcodes to stop this from happening. Should a consumer find a better price the other side of town, they now have Google Maps/Street view to guide them to the next nearest retailer - and soon “Google Maps Indoors” may even help them discover exactly where the product sit in each store - all from the comfort of a consumer’s pocket.

FIND AND DISCOVER

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Mindshare offices on Google Street View

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Following Google’s Panda update in 2011, sites prioritising content, usability, site speed, design and the general user experience saw improvements in their organic visibility and we expect this trend to continue in 2012. As search continues to grow in Ireland in 2012, businesses will invest considerably in search engine optimisation to improve and retain visibility amidst growing online competition. Maintaining organic visibility for competitive search terms, once relatively easy on Google.ie, will grow increasingly difficult as businesses move away from costly push media and invest in their websites and mobile offerings. Businesses who’ve subscribed to Google properties, i.e. business listings, maps, YouTube video, merchant centres and Google + brand pages will be rewarded with more opportunities to dominate the search engine results pages.

With the Bing/Yahoo Search Alliance finally set to reach Irish shores in 2012, those who have backed the smaller players, might see a multiplier effect on returns as Microsoft backs Bing with an ATL push.

At all stages of the consumer purchase journey, search will continue to play a major part in driving awareness, visibility and action whether via mobile, tablet or desktop device.

DISPLAY - ENGAGEMENT IS THE NEW CURRENCY

Despite possible 2011 spend of €60 million, display often doesn’t get the attention of other, smaller channels. This is largely due to the fact that it isn’t all that different to the first display ads from the mid-90s. What might change in 2012 is how that media is paid for & placed. We’ve already talked in detail about DSPs so let’s instead look at the other end of the spectrum where engagement is set to be the most important KPI.

2011 saw a number of developments that hint at where display will continue to head in 2012.

Microsoft’s Xbox Kinect, a much under-valued ad platform, now allows gamers to tweet ads, amongst other actions. It’s easy to see how they

might start to reward advertisers who get the most interactions, as this would show that gamers

were enjoying, rather than resenting, ads.

YouTube launched TrueView, where the advertiser only pays when the consumer watches the whole

ad. It’s likely that a YouTube version of Google’s Quality Score will be rolled out and poorly scoring

ads get taken off the system.

Twitter started to roll out its ad products, and again, those that didn’t connect with consumers

suffered. If ads sent live via Twitter’s Promoted Tweets product have no interaction they get taken

off of the system.

Google+ included social context (John Doe +1’d this) in its search and display ads. Ads with +1s

tend to get better click-through-rates and, in search at least, CTR leads to lower costs due to

the Quality Score.

Facebook have spent much launching new ad products to capitalise on engagement as a

currency: first Sponsored Stories, now Page Post ads. Whilst they haven’t said so explicitly, it seems obvious that, privacy concerns aside, if

Facebook could externalise its products, and essentially turn the social graph into an ad-

network, the rewards could be massive.

All of these hint at a world where ads that don’t connect with consumers either won’t be shown or will cost more to place. Either way, it seems that display advertisers are going to need to spend as much time thinking about engagement as any other KPI.

oliver.smith@mindshareworld.comvanessa.vallejo@mindshareworld.com

mark.kelly@mindshareworld.comsallyann.king@mindshareworld.com

.

1 Focus on results - even more accountability

2 Greater use of rich media

3 Further use of Google Local Search (maps)

4 Cross media planning - full integration

5 Increased search engine optimisation

6 Mobile search: mobile is taking over

7 Content partnerships

8 YouTube TrueView: test your TV creative

9 Optimised sites for different devices

10 Google+ Your search gets social

Top Ten Digital Points in 2011

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Buzz management & monitoringMaeve O’Gorman talks about how social

media needs to be more accountable and how Mindshare can develop and manage

your social media strategy

SERIOUS METRICS

By now every platform that matters has its own version of analytics or performance metrics to enable us to make sense of social performance. The problem is that they don’t have anything in common, but we believe that 2012 will be the year when this finally comes together and we see real standards of effectiveness being applied to social media performance. Facebook has introduced a Talking About metric, which brings together the number of interactions on your page in the last seven days and publishes it publicly on your page. This gives brands an understanding of how active their fans are in relation to competitors, and takes the emphasis away from Likes as the only comparable metric.

The introduction of such metrics highlights the growing importance of moni tor ing on l ine conversation around brands. Facebook is just one social media vehicle, and the rapid growth of the blogger community and the increased adoption of Twitter, means there are still huge volumes of data to be captured. Through plugins like Mindshare Buzz, we can understand the volume of conversation taking place around your brand, its competitive set, and the sentiment behind it, providing real insight in to how marketing activity is influencing this conversation. Unlike other methods of research, Buzz captures organic conversations, therefore, the sentiment expressed is completely honest and genuine. In 2011 a l o n e , M i n d s h a r e t r a c k e d o v e r 1 0 0 , 0 0 0 conversations. Our software is as comprehensive as any in the market, but the added value is our expertise and ability to interpret and act upon the data.

SOCIAL MEANS NUMBERS

flickr: webtreats

Mindshare has tracked over 100,000

conversations

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SOCIALISED ADVERTISING

I n 2 0 1 1 t h e e f f e c t t h a t t h e socialisation of ads can have on display ad performance became really clear when Facebook rolled out its Sponsored Story format. By simply including the information that one of their friends had already liked a B r a n d o n F a c e b o o k , p e o p l e immediately started responding to ads more frequently and the cost per fan acquisition fell by an average of 75% in the immediate aftermath. Over the year this cost has started creeping back up and to combat that, new and even more socialised ads have been introduced, which occupy ever larger spaces on Facebook.

Google has taken note of this success and rolled out its own version of socialised ads, their adserving platform Doubleclick. It is now possible for an ad trafficker to add a Google + button to any ad and as that platform grows so too will the importance of these +s.

FACEBOOK TIMELINE

In September 2011 Facebook Timeline was released to its developers. At the time of writing it was expected to be released to the wider public before the end of the year.

Facebook Timeline takes the emphasis away from the immediate past and creates a complete story of your life that is both easy to look through and share. Giving much larger space to photos and highlighting the main events on your timeline. As you first look through it, popular events (like your birthday) stand out with photos, friends, location and post-event comments.

This is the biggest change to the platform since the creation of the newsfeed and in our opinion is a really clever way to develop it into a platform that is absolutely a must visit. It will take a lot to make the user jump to a new competitor.

Though the user experience on Facebook will be hugely improved by the introduction of Timeline, one impact is the effect that this will have on brands.

To show the potential of Timeline, Facebook has done deals with selected partners. For example, NikePlus allows people to directly plug their running life into Facebook, creating maps of their runs and even tagging their running partners. In the case of the Guardian app, people can see the articles that their friends are reading without any conscious post by their friend. This has taken sharing to a new level of connectivity with non-Facebook based activity and it has also led to huge increase in the volume of items being shared on Facebook.

So for a Brand to stand out on Facebook it is no longer enough to come up with a reason for your fans to visit your page or app once, your offering needs to invite repeat usage to get any traction or visibility on the platform. A developed social strategy can help prepare your brand, let us know if you need any help with that.

maeve.ogorman@mindshareworld.com

1 The launch of Google +

2 The unofficial tweet that ended Sean Gallagher’s bid for the Presidency

3 Video of Murmuration of Swallows on Lough Derg receives 6.6m views in one month

4 facebook overhauls the profile page

5 Communities use #riotcleanup to take back their streets after London riots

6 Live unintentional tweeting of Osama’s raid

7 Y o u T u b e r e d e s i g n p u t s f o c u s o n professionally produced content channels

8 IDA announce twitter to set up European head office

9 twitter launches brand pages

10 @planetjedward reach 466,000 followers on twitter - s’up Jedward

Ten Trends in Irish Social Media

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Television is adaptingWith many changes to the TV market in

2011, Jill Robinson outlines what to look out for in 2012

As predicted at the start of every year in recent memory, 2011 was meant to be the year in which TV would succumb to the force of nature that is online, and begin its steady decline. TV has once again though proved the naysayers wrong.

2011 has produced a wealth and variety of television highlights that confirm its enduring power with the consumer. From the state visits of President Obama and the Queen, to Jedward at Eurovision, TV proved it is still the place that provides the water-cooler moments that drive buzz through social media and provide content to the newspapers. Whether old or young, light or heavy, there was and is still something for everyone.

The Irish television market has been boosted by the expansion of further commercial offerings for clients and media agencies alike. 2010 saw the Universal and Comedy Central Extra channels being opted out, and on 1st February 2011, Sky Atlantic launched; bringing the total number of stations available to clients to advertise on in Ireland to 27. Coinciding with the launch of Sky Atlantic were the changes to the Sky electronic programming guide (EPG), which saw various changes to the make-up of the Sky platform. 3e moved to 105: a positive move which has seen an increase in its viewing numbers, and became the number one multichannel station in Ireland. It also saw the re-positioning of the HD channels, which now take up a more prominent position than their SD counterparts. At Mindshare this is something we'll be keeping a watchful eye on, as HD channels, currently in 12% of Irish homes, don't currently carry Irish advertising.

2012

Television will remain successful as long as the content continues to interest the consumer. 2012 will see an extravaganza of huge events which will undoubtedly stir the patriotic fervour of the nation. The nation's oldest TV servant, RTE, is celebrating its 50th year, and so will mark this with a series of special programmes, while also airing the Olympics and Euro 2012. TV3 will look to invest in new home grown programming and will be producing a new soap opera, Taylors Hill, due to air Q3 2012, as well as an Irish version of Mastermind. TV3 hopes these shows can provide the draw to their schedule, following the recent suggestion that The Apprentice may not air again. In order to strengthen their position in the commercial market, Sky will be opting out three more channels in 2012, At the Races, Sky 2 and Sky Living +1, bringing the total number of Sky channels to 18. They are also looking at a way to opt out their HD channels in a cost efficient manner.

TV HOLDING COURT

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PANEL CHANGES

On November 1st 2011, updates to the weighting structure of the Nielsen TV measurement panel were introduced, designed to reflect the changing Irish TV landscape in advance of the digital switch over in 2012. Over the past few years Nielsen has been expanding the TAM reporting panel, growing from 660 to 850 homes (Dec 2011). By September 2012, the panel will be at capacity, 1050 homes, after four years of recruiting.

SAORVIEW

Every home in the EU must have access to a digital TV service on 24th Oct 2012, when analogue TV services will be switched off. RTE’s Saorview (like the UK’s Freeview) will be the product of choice for homes who are switching from analogue TV. There will also be growth as people buy Saorview as their second TV device, especially around the Euros (RTE will broadcast the games in HD). Saorview offers the traditional terrestrial channels, as well as new channels such as RTE1+1, RTE 2 HD and RTE News.

VOD AND TV

Growth and investment continued to increase in VoD in 2011, affirming the underlying relationship between TV and Digital and the public’s appetite for consuming TV content across all media. However, the increase in consumer demand also comes with an expectation; they are looking for increased access to a wider library of content, and they want to be able to access this content with ease. In 2012, media suppliers will need to focus on creating more personal user experiences targeting their social interests and social connections.

Advertisers will have greater ability to reach intended audiences with increased targeting options on the RTE Player and 4OD platforms. Sky Go hopes to continue its work in dissolving the remaining perception of difference between Digital and TV viewing; streaming its content live to multiple devices, and allowing us to buy one audience across multiple screens.

Media suppliers now need to increase measurability for the advertiser. Third party tracking technology will allow the measurement of reach, frequency, views, duration and conversions post user click. This consumer data is invaluable to advertisers and shows how the VOD space is growing up. While this has been rolling out globally in the past few years, the Irish media have remained resistant; 2012 will remedy this.

TECHNOLOGY – 2012

There are several new developments: Eircom launches its IPTV in September; American giant Netflix will launch in Q1, offering unlimited movies and TV series online for a fixed user cost per month. Whether any of these new services will prise viewers away from Sky or UPC remains to be seen. The experience in the UK, where BT Vision has been available for four years, suggests not.

jill.robinson@mindshareworld.com

1 More people watched the Late Late Toy Show (1.5m) than Enda’s Nation Address (1.2m)

2 664,000 tuned in to watch Obama but more watched the Queen’s historical visit (710,000)

3 RTE Player had an average of 2.5m streams per month, 3Player and 40D are at 700,000

4 Sky Go launched in 2011, but from 2012 will be available to advertise on

5 Twitter hashtag usage has increased on TV - such as Vincent Brown and RTE’s Frontline

6 24th October 2012 is the date to remember for the Digital Switch Over

7 1,032,046 TV adverts bought by Group M.

30% of all spots on Irish TV in 2011

8 In 2012 new channels to be opted out Sky Living +1, At the Races and Sky Two

9 RTE TV 50th Anniversary

10 The largest TV viewership will be the Ire vs Spain in the Euros - unless we get to the final

Ten Things About TV and VOD

Obama visiting Dublin in May 2011

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Radio is still drawing a crowdWhile digital gets a lot of attention, Radio

continues to have a loyal audience and Conor White outlines how the medium can use

digital to enter a new era

Ireland continues to show unparalleled support to the radio industry, currently 84% tune into radio each day. Over half of the national working population listen to radio in their cars every day. As in 2010 the trend has continued towards local radio, with 58% of the market now listening to a local station.

It has been a mixed year once again for RTE, with Radio 1 continuing to hold strong numbers, while 2FM has continued to lose listeners across the day. As we predicted last year the challenge for Hector’s Morning Show to compete with Ian Dempsey has been unsuccessful and the show has now seen itself come under serious threat from the local breakfast shows. Ryan Tubridy too has lost in the listenership battle to Ray D’Arcy, with only 75% of the listeners of his Today FM counterpart. Colm Hayes has been quite successful with his late morning show, which has very much emulated that of his predecessor Gerry Ryan.

REINVENTING THE RADIO

W h i l e r a d i o n u m b e r s continue to show great strength, advertising m o m e n t u m h a s continued to suffer, with an additional 12% drop in revenue for 2011.

The question to ask is why a medium that has shown just a 1% drop in reach over the last ten years is continuing to lose the support of the advertising world? The answer is simple: there is a s e r i o u s l a c k o f engagement between the stations and their advertisers.

WE’RE STILL LISTENING

flickr: Stephen Barnett M 10 x 10

Are stations using the tools at their disposal as effectively as

poss ib le ? Eve ry rad io s t a t i o n i n I r e l a n d

currently has a website, with show updates, presenter profiles, and podcasts. While informative, today’s listener wants more. 5 2 % o f r a d i o l i s t e n e r s h a v e a c c e s s t o t h e internet on a daily b a s i s , s o r a d i o

s t a t i ons need to reflect this.

One s tat ion c lear ly understands its listeners’

needs - Dublin’s Spin 103.8. It is the station with the most

facebook friends (130,000), is the number one radio app with 109,129

downloads and has 32,000 followers on twitter. Spin regularly trends on twitter

both in Ireland and the UK, for both its radio and online content.

It is crucial in 2012 that radio reconnects with advertisers and day-to-day listeners. So how do you go about this? Investment in marketing is essential, very few stations utilise the advertising industry to promote their offering. A strong example of how to get this right can be seen in the UK where Capital Radio employed the services of some of the world’s biggest music acts including Usher, Rihanna, Black Eyed Peas and Nicole Scherzinger. The ad was not simply about promoting its own station but promoting the industry as a whole.

A TV advert with quotes such as “The middleman between me and my fans is the Radio” Rihanna and “Without the radio a hit is not a hit” Will I Am, shows the weight and reliance that the music industry still has on radio.

The Irish radio market is not standing still. In 2011 a joint venture between RTE and the IBI saw a trial of RadioGAUGE in the Irish Market. The research shows the ef fect iveness of radio campaigns and differentiates the radio effect from the overall advertising mix by using a control and test group. The research is used worldwide and has provided a significant proven uplift in effectiveness for advertisers in the UK market since its launch. 2011 has also seen RTE launch its radio player, hot on the heels of its very successful TV player in 2009. Communicorp has boosted online streaming with the introduction of in-studio webcams for all its stations, being most successful on Newstalk.ie during the elections. While the face of media continues to change it is fair to say, radio, the world’s oldest mass broadcast medium, is taking steps towards maintaining its relevance in the digital age.

conor.white@mindshareworld.com

1 84% of Irish people listen to radio every day

2 164,000 radio listeners have bought goods/services online in the last 7 days

3 298,000 listeners have paid bills online in the last 7 days

4 7% of listeners have streamed an Irish radio station online in the last week

5 7% have listened to a podcast /archive on a radio site

6 36% of listeners own their house outright

7 78% of radio listeners buy Irish when possible

8 64% have broadband access

9 63% do not switch over/off when the ads come on

10 1.3 million listeners go to the pub on a weekly basis

Ten Radio Points

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It is crucial in 2012 that radio reconnects

with advertisers clients and day-to-day

listeners

Out of Home OpportunitiesIn a year where the outdoor market has suffered, Finola Geraghty explains how

innovation has kept outdoor on the plan.

At a time when the newspaper circulations are down and TV audiences are fragmented, Outdoor remains one of the key urban coverage builders. The Outdoor industry enjoyed a healthy first and last quarter while the summer has proven quieter. We expect revenue this year to be down 14% on 2010. Investment in Entertainment & Media was very strong, particularly from film distributors, Sky and UPC. The sector’s investment grew by 44% and is, for the first time the top ranking category. The biggest reduction has been from the Drinks sector with all its main players reducing spend considerably.

THE FUTURE OF OUTDOOR

Digital Outdoor offers unlimited possibilities for advertisers to achieve deeper engagement and generate ‘earned’ media by streaming real-time content from online social networks. The potential for interactivity was demonstrated in Ireland’s first digital bus shelter in 2011. Philadelphia Cheese allowed consumers to navigate through recipes with an email option as well as streaming TV executions.

With growing use of mobile internet and consumers spending a large proportion of time out of home, massive opportunities exist in the interplay between mobile phones and outdoor. Irish consumers are using mobile technology to engage with Outdoor and act upon it either by further research or making online purchases. This is only in its infancy, but has massive growth potential. Mobile internet has heralded the end of “dead time” for people on the go. Mobile technologies such as Google Goggles, Blippar, Bluetooth, QR codes, iTagged have rolled out in many marketing campaigns but failed to gain traction on a large scale. The broad adoption of one of these technologies is necessary to give advertisers the confidence to explore opportunities more readily.

NEW DEVELOPMENTS

Crucially, Outdoor contractors are investing heavily in improving inventory to ensure its long term sustainability. Conventional sites are becoming more visually appealing and new formats are coming on stream. dPods in Dundrum shopping centre have given advertisers the opportunity to start embracing the creative possibilities of digital outdoor and we can expect more of the same.

CONNECTING OUT OF HOME

Rachel RayM 10 x 10

Transport media is also playing its role in sustaining OOH innovation with Bravo’s exciting external DART opportunities; the fully wrapped Emirates DART certainly has the WOW factor. The new Megasquare format on the Dublin Bus fleet and the pristine formats in the Aviva stadium are other welcome additions.

The new printing development was High Definition (HD) posting, which is proving very popular amongst long term advertisers. This uses a one piece recyclable vinyl poster which leads to a vastly superior display quality. The widely admired Metropanels & Metropoles could soon become part of the street landscape in Cork and Galway. The Dublin Bike Scheme has been a huge success with over 2 million journeys recorded and the intention is to roll it out to Galway for the Volvo Ocean Race next Summer.

EXPECTATIONS FOR 2012

Demand will be very strong for brands looking to build association with Ireland’s participation in Euro 2012 and the Olympics. Other key sporting events that will drive demand are the RBS Six Nations, Volvo Ocean Race, Heineken Cup and GAA Championships. Early indications are motor and entertainment will be key categories. With lead times and lay down of expenditure shortening, last minute offers will continue to be the norm into 2012.

2011 saw more innovative use of the medium so we’ve compiled our top ten most memorable campaigns. We are proud to say Mindshare continues to bring many exciting innovations to the streets for our clients.

finola.geraghty@mindshareworld.com

1 Heineken Cup

Specials at the airport

2 Lynx 3D

‘Angels will Fall’ 3D specials

3 Heineken

3D branded rugby goalpost 48 sheet specials

4 Philadelphia Cheese

Interactive bus shelters

5 Aero Caramel

Purchase Point dispensers

6 3 mobile

‘All you can eat data’ contra vision special

7 Nestle’s Sour Pastilles

Mirrored 6 sheets

8 Heineken Music

Green Spheres El specials

9 Emirates

Fully-wrapped DART

10 SureMen deodorant

MetroGlo on Metropoles & Duratrans on Citylights

Ten Great Outdoor Innovations

1 2 3 4

5 6

7 8

9 10

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Press is under pressureThe past number of years has seen the

decline in press readership, but Gemma Morris and Jessica Lawlor explain what to

expect in 2012.

CURRENT MARKET POSITION

At the end of 2010, we reflected on a tough year for the press market. 2011 has proved just as difficult with the exit of three titles – Sunday Tribune, News of the World and Star on Sunday.

JNRS readership shows the daily market declined by 6% with the Irish Examiner worst hit at -17%. The Irish Mirror held its own, increasing its readership by 1.47%; whilst JNRS survey correction shows Metro Herald up 20%. In the Sunday market, readership is down 2.6%, the Sunday Business Post being the worst affected with a decline of 15%.

The Sunday Mirror increased its readership by 8.9%. and this maybe down to the News of the World readers migrating to another title. This will become clear when the new figures are released early in 2012.

Press titles need to innovative, need to embrace technology and maintain their highly valuable audience. The Irish Daily Mail has demonstrated how a digital and press offering can work very effectively for clients.

TGI data confirms that newspapers remain an important part of people’s life. 86% of people buy a paper once a week or more, up from 82% five years ago. However, comparing these surveys also highlights the big problem– people are using them less for daily news – 48% read a paper every day in 2005, but this fell to 34% in 2010.

Regional papers, remain an integral part of local life; there have been no closures in 2011 and minimal circulation decline. The titles continue to innovate, with three broadsheets converting to tabloid, which has been well received by readers.

SURVIVAL OF THE FITTEST

To minimise decline, papers have to listen to their readers and provide the content that most interests them. Popular columnists are crucial to drive frequency of purchase and The Irish Daily Mail, Sun and Star have all invested in this area.

They are competing against each other to gain a higher share of reduced budgets. Press titles are under more pressure from advertisers to be innovative and fresh in their approach to promoting brands; working harder to come up with creative ideas.

Regardless of investment in content and innovation, in reality the sector will continue to decline, due in the short term to the recession, but in the long term to the increased online migration. Therefore, our much loved Irish newspapers will also need to adapt their revenue models in order to prosper.

STORY TELLING

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As is the case in the UK, Irish publishers are likely to start building business models as overall content providers, rather than newspaper publishers, to maximise revenue. People increasingly look online for news and publishers must ensure that their site is a destination point. In order to best profit from their sites, publishers need to offer cross platform solutions to advertisers. Years of fast digital news growth in the UK has proven that publishers can widen their audience (and therefore profit) by engaging people digitally.

Such trends are also being observed in Ireland. The Irish Daily Mail and Mail on Sunday have a combined circulation of 174,000. The monthly number of unique Irish users to dailymail.co.uk is over seven times higher.

Regional titles whilst perceived as old fashioned, are also embracing digital, investing more in local websites, mobile and tablet applications.

WHAT WE CAN EXPECT IN 2012

The hope is that we will not see any other titles exit the market, but this is a possibility. Publishers will protect their core readers by strengthening their content and offering increasingly innovative and cross platform advertising solutions. Exciting partnerships such as Blippar with Metro Herald will hopefully continue and we predict further mobile and tablet apps to be introduced, opening another potential revenue stream.

Although the market is in decline, it remains an important sector and we’ll see lots of exciting developments in 2012, which Mindshare will make best and most efficient use of for our clients.

gemma.morris@mindshareworld.comjessica.lawlor@mindshareworld.com

1 Commentary and analysis over hard and breaking news

2 Weekend paper will hold greater share

3Increased integration of cross-platform opportunities as publishers position themselves as overall content providers

4 Increased us of digital content platforms. E.g. Guardian Facebook app

5 Greater use of editorial teams for advertising opportunities

6 Fur the r deve lopment o f news and entertainment websites

7 More reader value - offers, loyalty incentives

8 Consolidation of ownership, especially in local titles

9 More regional papers going compact to fit in with readers lifestyle

10 Increased availability of newspaper apps

Ten Press Developments

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The big experience of CinemaViewed as a cheaper night out, and offering a platform for brands with full attention of the

audience, Cinema has many growing opportunities writes Carole O’Dwyer

So what’s been happening in Cinema in 2011? Despite having less money in our pockets we’re still looking to lose ourselves in someone else’s story for a couple of hours. So far Cinema seems to have weathered the storm of consumers cutting back.

Since 1999 annual admissions are up 32% to over 16.5 million. Ireland still leads the way with the highest per capita admissions in the EU at 3.6, the European average being just 1.7. While other services are declining and suffering in the recession, Cinema is thriving with five more screens to open in 2012. There are now 69 cinemas and 439 screens in ROI, 46% of these screens are digital.

Digital screens open up commercial opportunities. Gone is the long production lead time and the 35mm expense. In comes targeting (time, day or location) and the chance for far more advertisers to try the Cinema experience.

As Cinema owners are investing more into their product, they are looking to recoup that through other means and what started off in 2011 in terms of live events will continue to grow into 2012. Ireland competing in Euro 2012 for the first time in 24 years will be an opportunity to target customers who want to experience the event on screen (many for the first time in their memory). There could be interesting sponsorship opportunities available for advertisers. The UK Cinema industry is predicting large fall off in visits with the televising of the Olympics and are building this into their predictions. The Irish Cinema industry doesn’t anticipate an issue here.

2011 was a great year for record breaking admissions with comedies like Bridesmaids, The Guard, and The Hangover 2 leading the way in the top ten highest grossing movies. Predictably, the latest Harry Potter and Twilight instalments drew the crowds, and with anticipation building on social sites weeks beforehand, they beat all previous releases.

NO DISTRACTIONS

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The Dark Knight Rises - Batman Box Office

The 3D resurgence in movies continued. In total there were 43 3D releases in 2011 and there will be at least that many in 2012. 29% of the screens in ROI are now 3D with 47% of those in Dublin. 4D still seems to be a talking point rather than an actuality at this stage. There are a few cinemas installing seats that move but it’s not widespread yet. Are we really ready to shake along to a rollercoaster sequence or smell along with Spy Kids?

Superheroes and sequels will have a major presence on the big screen in 2012. Sony will reboot the Spider-Man franchise in 3D. Nicholas Cage will return as Johnny Blaze in Ghost Rider: Spirit of Vengeance in February. The Marvel superhero team, The Avengers, will introduce themselves to audiences worldwide in early May. The highly anticipated 3D film will crossover the c h a r a c t e r s f r o m s e v e r a l M a r v e l s u p e r h e r o f i l m s including Iron Man, The Incredible Hulk, Thor and Captain America: The First Avenger. Christian Bale will reprise his role as Batman/Bruce Wayne in Christopher Nolan’s The Dark Knight Rises, the third installment in the renewed DC Comics franchise.

Hollywood’s love affair with sequels (and prequels) continues practically every month of the year. During the spring, audiences will get the chance to see Perseus for Wrath of the Titans (the sequel to 2010’s Clash of the Titans), as well as see the return of the American Pie gang in American Reunion. We will also see Tommy Lee Jones and Will Smith revive their popular roles in Men in Black III. A

secretive project perhaps related to 1979’s Alien, G.I. Joe 2, The Bourne

Legacy, Diary of a Wimpy Kid: Dog Days and The Expendables 2, will also all be

released during the summer months.

The second and final part of The Twilight Saga’s

Breaking Dawn will unspoo l in 2012 . Meanwhile, animated sequels DreamWorks A n i m a t i o n ’ s

Madagascar 3 and Ice Age: Continental Drift will likely satisfy family audiences again.

There’s also a number of book-to-film adaptations including the much anticipated world-set Hunger Games, a Baz Luhrmann-helmed Great Gatsby, the fantasy adventure-laced Life of Pi and a romantic comedy-flavored What to Expect When You're Expecting that is based on the popular pregnancy guide. Moviegoers will also return to Middle Earth when the first part of The Hobbit opens in December

2012 promises to be another big year for audiences with many highly anticipated movies to be released. Presently Carlton Screens are predicting flat to 4% growth in admissions.

Carole.O'Dwyer@mindshareworld.com

1 The Dark Knight Rises

2 The Twilight Saga Breaking Dawn II

3 The Hunger Games

4 The Great Gatsby

5 Snow White and the Huntsmen

6 The Hobbit an Unexpected Journey

7 The Dictator

8 What to Expect when You’re Expecting

9 The Iron Lady

10 Red Dawn

Ten Movies to See in 2012

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Baz Luhrmann's The Great Gatsby is being shot in Sydney

Meryl Streep as Margaret Thatcher, in The Iron Lady

Category spending trendsWith media budgets in decline, Ken Nolan

investigates how media spend has changed in the past two years.

Tracking and reporting media market figures in Ireland can be a difficult (and sometimes thankless) job. Currently spends are tracked in the market by Nielsen (TV, press, cinema, radio and outdoor) and IAB (Digital display and search). With all the promises in the world, we are still a marketplace where spends are not tracked by one source. This aside, we also suffer the indignity that any data sourced cannot be compared against another source (unlike the UK) so all figures given are either presented as Gospel or with a large cautionary label. This either amuses or bemuses clients in equal measure.

The marketplace as it stands at time of writing (Jan-Sep, Nielsen; Jan to Jun, IAB) paints a picture of a media landscape in deflationary mode. This does not mean that all media are down (digital spends are up 20%) or indeed all categories are down (Entertainment +2.6%, Cosmetics/Toiletries +1.7%, Motors +3.2%, it just means that it has been an extremely difficult trading year in adland.

And while these figures paint a picture of spend -3% with a forecast c-5% at year end, we have to remember that what adspend records is a measurement based off either rate-card value (Outdoor, Cinema and Digital) or an agreed industry reduction off rate-card (TV and Press). This means that when we suggest a media landscape suffering minor decline, we are not reflecting the true picture of how difficult an environment it has been this past year. For those living on the front line, it is not inconceivable to project this decline at double this forecast. This would be deepened further if online (mainly powered by Search) had not bolstered the decline across outdoor, press and radio.

Therefore, saying it has been a difficult trading year, is merely pointing out the obvious. At the end of Q3, six of the top ten categories were showing underspend verses 2010 (same period); alcohol was tracking at -16%, retail at -4%, telecoms at -9%, food at -5%, travel and transport at -8%, and Government, Social and Political Organisations at -1%. Q4 is also tracking behind.

MEDIA SPEND

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Looking ahead to 2012 the marketplace can see some glimmer of optimism. For the first time, in a long time we have a summer to look forward to. While a nation will be cheering on the Boys in Green in Poland, marketing managers and brands will be dusting off their football connections and upping their spends to get a piece of the Ole Ole Ole action (no matter how long it lasts). The qualification of the Irish soccer team to a major event is going to be a huge boost not only to the economy, but to the consumer sentiment of a nation. And as the dust settles on Trapattoni’s army, a nation will hold its

breath as Katie Taylor and the rest of our Olympic team aim to bring the gold home from London. The proximity of the competition will make this event larger than other years and round off a bumper Summer 2012.

The outlook for 2012 is not dependent on Summer alone – although this central focus to the year will add a much needed layer of confidence back into the marketplace. There is no denying that 2012 will continue to witness difficult trading conditions and further causalities across all major categories as consumer spend continues to come under pressure.

But we are now four years into these difficult trading times and starting to see trends become norms and brands who have continued to spend and invest through recession starting to reap the rewards. For those that have not, 2012 will be the year that dust truly settles.

Expect spend in 2012 to return to growth. Expect inflation to start creeping back in as some media grow while others simply need to keep afloat. Expect true acceleration in spend to be powered by Digital (mainly Search) as well as continued strong TV performance. Expect much of the same.

ken.nolan@mindshareworld.com

1 Retail 135

2 Entertainment & The Media 94

3 Telecomms 57

4 Food 55

5 Finance 51

6 Drink 41

7 Government/Social 40

8 Travel & Transport 38

9 Cosmetics & Toiletries 34

10 Motors 31

Ten Top Adspend Categories (€M)

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-20 -15 -10 -5 0 5 10 15

5-16

31

-5

-1

11-4

-9

-8

Cosmetics & Toiletries

Drink

Entertainment & The Media

Finance

Food

Government/Social

Motors

Retail

Telecomms

Travel & Transport

YEAR ON YEAR % CHANGE IN CATEGORY SPEND (JAN-OCT ’10 VS. JAN-OCT ’11)

LOOKING TO 2012

The story of Mindshare is the story of constant change.

It is the story of an ambition to change the media world.

An ambition not hindered by convention, history, geography or politics.

We are the provocateur, the inventor, the adolescent,always looking for a better way and always poking a finger at convention

and the establishment.

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B R A N D M E : S E L L I N G Y O U R I M A G E O N L I N E | G E N E R A T I O N U N C E R T A I N T Y : G R O W I N G A N X I E T Y | M A K E ʻ E M L A U G H : G I V E C O N S U M E R S S O M E F U N | D I Y : S A V I N G M O N E Y B Y D O I N G I T Y O U R S E L F | T W O - P O I N T - F O U R C H I L D R E N : C H A N G I N G F A M I L I E S | B A C K T O R E A L I T Y : T H E I M P O R T A N C E O F F A M I L Y | V A L U E V I G I L A N T : P R I C E C O N S C I O U S C O N S U M E R | S E G M E N T I N G T H E S E G M E N T : F O C U S O N 5 0 S | R E T A I L I D E N T I T Y C R I S I S : S H O P S I N D I F F E R E N T P L A C E S | I N C O N S P I C U O U S C O N S U M P T I O N : L E S S I S M O R E | S O L O M O ( S O C I A L , L O C A L & M O B I L E ) G U A R A N T E E D P R E D I C T I O N F O R 2 0 1 2 – M O R E J A R G O N ! | T H E C O N S U M E R I S A H E A D O F T H E G A M E | M O B I L E W I L L O U T P A C E D E S K T O P S I N 2 0 1 2 | P U T T H O S E S C I S S O R S D O W N ! S I M P L Y R E - S I Z I N G Y O U R B A N N E R A D F O R M O B I L E I S N O T G O I N G T O W O R K T O D A Y | T I M E S P E N T M I N U T E S S P E N T W I T H M O B I L E W I L L G R O W B Y 1 2 % | D O N ʼ T T H R O W T H E B A B Y O U T D O N ʼ T F O R G E T K I L L E R M O B I L E A P P - S M S | S E C R E T G U I L T Y P L E A S U R E S T H E M O B I L E S C R E E N I S A P R I V A T E S P A C E W H I C H C R E A T I V E N E E D S T O C O N S I D E R C A R E F U L L Y | A L W A Y S O N E A C H D A Y , 3 4 % O F U S E R S S U R F T H E W E B O N T H E I R S M A R T P H O N E W H E N T H E R E ʼ S A P C N E A R B Y | F O L L O W I N G T H E C L I C K I M P R O V E D A D - S E R V I N G W I L L E N A B L E U S T O M E A S U R E R O I B Y C H A N N E L P O S T T H E S T O R E W A L L S . | H A N D S E T W A R S 2 8 % O F S M A R T P H O N E S A R E A P P L E , B U T A N D R O I D I S I N C R E A S I N G L Y D O M I N A N T P L A Y E R | T H E M O B I L E J U K E B O X O V E R 5 0 0 M I L L I O N V I E W S G E N E R A T E D P E R D A Y O N Y O U T U B E . C O M V I A M O B I L E D E V I C E S | F O C U S O N R E S U L T S - E V E N M O R E A C C O U N T A B I L I T Y | G R E A T E R U S E O F R I C H M E D I A | F U R T H E R U S E O F G O O G L E L O C A L S E A R C H ( M A P S ) | C R O S S M E D I A P L A N N I N G - F U L L I N T E G R A T I O N | I N C R E A S E D S E A R C H E N G I N E O P T I M I S A T I O N | M O B I L E S E A R C H : M O B I L E I S T A K I N G O V E R | C O N T E N T P A R T N E R S H I P S | Y O U T U B E T R U E V I E W : T E S T Y O U R T V C R E A T I V E | O P T I M I S E D S I T E S F O R D I F F E R E N T D E V I C E S | G O O G L E + Y O U R S E A R C H G E T S S O C I A L | T H E L A U N C H O F G O O G L E + | T H E U N O F F I C I A L T W E E T T H A T E N D E D S E A N G A L L A G H E R ʼ S B I D F O R T H E P R E S I D E N C Y | V I D E O O F M U R M U R A T I O N O F S W A L L O W S O N L O U G H D E R G R E C E I V E S 6 . 6 M V I E W S I N O N E M O N T H | F A C E B O O K O V E R H A U L S T H E P R O F I L E P A G E | C O M M U N I T I E S U S E # R I O T C L E A N U P T O T A K E B A C K T H E I R S T R E E T S A F T E R L O N D O N R I O T S | L I V E U N I N T E N T I O N A L T W E E T I N G O F O S A M A ʼ S R A I D | Y O U T U B E R E D E S I G N P U T S F O C U S O N P R O F E S S I O N A L L Y P R O D U C E D C O N T E N T C H A N N E L S | I D A A N N O U N C E T W I T T E R T O S E T U P E U R O P E A N H E A D O F F I C E | T W I T T E R L A U N C H E S B R A N D P A G E S | @ P L A N E T J E D W A R D R E A C H 4 6 6 , 0 0 0 F O L L O W E R S O N T W I T T E R - S ʼ U P J E D W A R D | M O R E P E O P L E W A T C H E D T H E L A T E L A T E T O Y S H O W ( 1 . 5 M ) T H A N E N D A ʼ S N A T I O N A D D R E S S ( 1 . 2 M ) | 6 6 4 , 0 0 0 T U N E D I N T O W A T C H O B A M A B U T M O R E W A T C H E D T H E Q U E E N ʼ S H I S T O R I C A L V I S I T ( 7 1 0 , 0 0 0 ) | R T E P L A Y E R H A D A N A V E R A G E O F 2 . 5 M S T R E A M S P E R M O N T H , 3 P L A Y E R A N D 4 0 D A R E A T 7 0 0 , 0 0 0 | S K Y G O L A U N C H E D I N 2 0 1 1 , B U T F R O M 2 0 1 2 W I L L B E A V A I L A B L E T O A D V E R T I S E O N | T W I T T E R H A S H T A G U S A G E H A S I N C R E A S E D O N T V - S U C H A S V I N C E N T B R O W N A N D R T E ʼ S F R O N T L I N E | 2 4 T H O C T O B E R 2 0 1 2 I S T H E D A T E T O R E M E M B E R F O R T H E D I G I T A L S W I T C H O V E R | 1 , 0 3 2 , 0 4 6 T V A D V E R T S B O U G H T B Y G R O U P M . | 3 0 % O F A L L S P O T S O N I R I S H T V I N 2 0 11 | I N 2 0 1 2 N E W C H A N N E L S T O B E O P T E D O U T S K Y L I V I N G + 1 , A T T H E R A C E S A N D S K Y T W O | R T E T V 5 0 T H A N N I V E R S A R Y | T H E L A R G E S T T V V I E W E R S H I P W I L L B E T H E I R E V S S P A I N I N T H E E U R O S - U N L E S S W E G E T T O T H E F I N A L | 8 4 % O F I R I S H P E O P L E L I S T E N T O R A D I O E V E R Y D A Y | 1 6 4 , 0 0 0 R A D I O L I S T E N E R S H A V E B O U G H T G O O D S / S E R V I C E S O N L I N E I N T H E L A S T 7 D A Y S | 2 9 8 , 0 0 0 L I S T E N E R S H A V E P A I D B I L L S O N L I N E I N T H E L A S T 7 D A Y S | 7 % O F L I S T E N E R S H A V E S T R E A M E D A N I R I S H R A D I O S T A T I O N O N L I N E I N T H E L A S T W E E K | 7 % H A V E L I S T E N E D T O A P O D C A S T / A R C H I V E O N A R A D I O S I T E | 3 6 % O F L I S T E N E R S O W N T H E I R H O U S E O U T R I G H T | 7 8 % O F R A D I O L I S T E N E R S B U Y I R I S H W H E N P O S S I B L E | 6 4 % H A V E B R O A D B A N D A C C E S S | 6 3 % D O N O T S W I T C H O V E R / O F F W H E N T H E A D S C O M E O N | 1 . 3 M I L L I O N L I S T E N E R S G O T O T H E P U B O N A W E E K L Y B A S I S | H E I N E K E N C U P S P E C I A L S A T T H E A I R P O R T | L Y N X 3 D ʻA N G E L S W I L L F A L L ʼ 3 D S P E C I A L S | H E I N E K E N 3 D B R A N D E D R U G B Y G O A L P O S T 4 8 S H E E T S P E C I A L S | P H I L A D E L P H I A C H E E S E I N T E R A C T I V E B U S S H E L T E R S | A E R O C A R A M E L P U R C H A S E P O I N T D I S P E N S E R S | 3 M O B I L E ʻ A L L Y O U C A N E A T D A T A ʼ C O N T R A V I S I O N S P E C I A L | N E S T L E ʼ S S O U R P A S T I L L E S M I R R O R E D 6 S H E E T S | H E I N E K E N M U S I C G R E E N S P H E R E S E L S P E C I A L S | E M I R A T E S F U L L Y - W R A P P E D D A R T | S U R E M E N D E O D O R A N T M E T R O G L O O N M E T R O P O L E S & D U R A T R A N S O N C I T Y L I G H T S | C O M M E N T A R Y A N D A N A L Y S I S O V E R H A R D A N D B R E A K I N G N E W S | W E E K E N D P A P E R W I L L H O L D G R E A T E R S H A R E | I N C R E A S E D I N T E G R A T I O N O F C R O S S - P L A T F O R M O P P O R T U N I T I E S A S P U B L I S H E R S P O S I T I O N T H E M S E L V E S A S O V E R A L L C O N T E N T P R O V I D E R S | I N C R E A S E D U S O F D I G I T A L C O N T E N T P L A T F O R M S . 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