An overview of the 2013 media landscape from Ireland's largest media agency. This presentation reviews media consumption in Ireland and the impact of multi-screening on mobile, social and TV, as well as trends to come. Get the scoop on trading, radio, press and digital, and how best to maximise ROI through integrated media strategies. To stay up to date on all things media visit www.blog.mindshare.ie

1. .fggjgkc󥂥
FUTURE OF...2013
A LOOK FORWARD TO THE MEDIA
LANDSCAPE IN 2013
!

2. Inside the Future of 2013
Navigating the Multi-screening is
Q & A with Bill Kinlay changing media now mainstream
landscape in 2013
Q & A with Neil Consumer trends to Measuring return on
Johnston watch out for in 2013 investment
Radio - a traditional
Q & A with business
Stop the Press! success in a digital
planning team
age
Last stop to
Online commerce - influence - the point Day in the life...a media
mobile to social consumption snapshot
of purchase
!

3. Bill Kinlay,
CEO Q&A
What are you most optimistic about in 2013?
What are the top things to watch out for in 2013, from Our future as a company! I have never had more faith in the
a media point of view? direction that our company is going in. The team we have, the
work they are doing, the results they are delivering for our clients
There are three things that we will see much more of in 2013: and the new directions that we are taking the business… all this
makes me believe that our future has never been more exciting.
More integration – we will continue to see media come together.
Over the past few years, we have seen different media types
descend into silos. There is now a realisation that the future is
about how different media types will work together to produce
the most effective result for the clients. This is particularly true in
relation to digital and traditional media, where we will see the
major shift. Also, in the new directions that we are taking the
business… all this makes me believe that our future has never
been more exciting. Everything begins and ends in media!
Mobile – everything is about mobile at the moment and the pace
of growth is staggering. In 2013, if your message doesn’t work
on mobile, then your message doesn’t work.
Data – data collection is increasing at a rapid rate and what we do
with this data, how quickly we analyse, interpret and act on the
findings is what will differentiate success from failure.
“Our future has never
been more exciting”

4. M 10 x 10
“Media is our access point to
Navigating the media the world - how we learn and
landscape in 2013 share”
Emma O’Doherty In October millions
tuned in to watch Felix
Baumgartner jump
Everything begins and ends in media
from the stratosphere,
bringing Red Bull to
This is very simply what Mindshare believes. This is why, despite the
new heights (literally)
ups and downs of the last few years, we continue to be excited by
in branding and record
media and it’s advancement.
setting, including the
most live streams (8m)
Why wouldn’t we be excited? Technology is enabling consumers to
on YouTube.
be more connected than ever before; and enabling brands to have
more opportunities to engage with consumers.
Most Irish brands cannot consider the scale of such a campaign and
are wholly focused on riding out what will remain a difficult
And while you might consider this to be a minefield of
environment in 2013 for brands and consumers alike. But there is
fragmentation, in essence it means that nothing works in isolation
still a place for innovation and progression at the heart of what we
anymore. A consumer can watch an ad on TV, search for the brand
do for brands. Original Thinking must remain part of our DNA -
online, purchase, and then post a message for 100+ friends; all
from our structure, to how we plan and trade.
potentially within a matter of minutes. Multi-media campaigns are
not new; what is new is how the brand story unfolds simultaneously
2013 will see us focus on:
across media and how each medium must know its unique job in the
mix. Call it what you want – integration, convergence etc.
- ensuring we deliver best in market value for our clients.
- monitoring performance and delivering results.
And so in Mindshare we have been working hard to stop thinking,
- thinking originally, from trading mechanisms to research to
planning, trading and reporting medium by medium. Nothing works
implementing.
in isolation anymore, remember?
We make no excuse for continuing to get excited about the role
Media is our access point to the world - how we learn and share. A
media plays in making brands successful - connecting consumers
colleague recently reminded me that most major world events in our
and brands
lifetime were watched on TV. Google has almost 5bn searches per
day. 2.9m Irish people read newspapers and 85% listen to the radio
daily.

5. M 10 x 10
Second screen usage in tandem with TV viewing has grown
organically and with comparatively little encouragement from TV
platforms or broadcasters. There were nearly 10,000 tweets
Multi-screening is now during the airing of the Euro 2012 Ireland v Croatia match.
mainstream While watching TV Iʼve...
Jill Robinson, Sam Piggins and David Ahlstrom
Chatted with friends/family about online about it 42%
Tweeted about it 9%
Searched for info online on it 55%
Multi-screening is the first screen (usually TV), partnered by another Searched for info online about something advertised 35%
screen - a wireless, internet device such as phone, tablet or laptop.
Source: nVision Research, 1,000-2,000 online respondents
The reason we’ve termed it ‘multi’ however, rather than ‘dual’
screening is because TV viewing is often accompanied by more than
one device. Google’s new multi-screen world research identified two
There is a growing appetite for social interaction around
modes of multi-screen
TV content.
- Sequential usage. Moving from one device to another at different
times to accomplish a task. A third of Irish people would be interested in a device which
- Simultaneous usage. Using more than one device at the same time allowed them to interact live with a TV show (e.g. commenting on
for either a related or unrelated activity. story lines, rating sports players etc). Unsurprisingly, this
increases more amongst the 16-24s and the 25-34 age groups.
If we include laptops, smartphones and tablets in our definition of
second screens, then penetration is already considerably high. For advertisers in 2013, the real opportunity lies on the second
However, in the emerging hierarchy of screens within the home, the screen by adding extra layers of content to both traditional TV
TV is still seen as the primary screen for the best viewing advertising, and arguably for the first time programming. We will
experience. Its fundamental function is still the same - like fire was continue to see an increase in the number of ads delivering
to early man and his family - the TV provides a warm reassurance additional content automatically through companion apps.
and commonality, whether we sit around it on our own, or with our
friends. For example TV3 plan to launch a companion app for release in
Summer 2013. They will be developing content especially that will
TV viewers will still overwhelmingly want to use their TV for its be perfectly synced to what is on air. Commercial opportunities
original use - watching TV. That is not to say viewers don’t want to will be available with this app. Shazam - in conjunction with TV -
augment their viewing with the opportunities that connectivity had already been used by Mindshare for Heineken in 2011 and
presents, namely social TV interaction, programme promoted most recently for Volvo in 2012. In 2013, expect to see more
transactions and companion content. Rather, these behaviours will mobile applications like Shazam and platforms like Twitter sitting
sit more naturally on the second screen. side by side with TV content.

6. My data
Data is the new currency for
Trends to watch out for in organisations seeking to
2013 unlock the value of customer
information. ‘Big data’ became
a familiar phrase in 2012.
Expect to hear more of it in
Hilary Tracey and David Ahlstrom
2013.
Consumers want to harness
Consumer life is changing at a fast pace due to the technological and use their own data to
advances and the impact of the global recession. Whilst there are improve their daily lives - from
many emerging consumer trends, from a media point of view, location based offers to
these are the ones to watch out for ... shopper savings. Mobile
applications lead the way,
Info snacking notably real time transport
Navigating the day in terms of news, information and activities apps, such as Dublin Bus and
now needs to be quick, easy and digestible. This means that long- Hailo, and utility and banking
form content is relegated to leisurely occasions (e.g. weekends) service providers.
and snackable content leads on every other occasion. Look at how
Twitter is training us to communicate with just 140 characters. Implications for media:
Offer solutions that allow
Implications for media: Every moment is being used wisely – we consumers to make sense of
are cramming experiences and content to fit around busy lives. their data in a consumer
Mobile devices allow us to grab information on-the-go. friendly way e.g. Bord Gais
Advertisers and c o nt e nt p r o d uc e r s ne e d t o ma t c h Energy app.
consumers’ attention spans by offering
easy and quick solutions to access
information and content.
“Consumers want to harness
and use their own data to
improve their daily lives”

7. Shop-timisation Playtime
Shoppers are now faced with more choice than ever before, such A positive movement emerging from the global recession is the
as deals, own brand and all the choice the internet offers. While increasing focus on happiness and wellbeing.
some embrace the control choice offers, others are overwhelmed
by choice anxiety; both are looking to determine the best options Not only are individuals prioritising differently, several governments
for them. Word of mouth and peer reviews play an important role have committed to measuring happiness and wellbeing - recognising
in navigating choice – 70% of Irish consumers say that they are that they are important indicators of the economic health of the
more likely to buy a product or service if a friend or family country. Consumers want to bring happiness into their lives. Games
member recommends it (Source: Future Foundation). consoles, mobile and social gaming are examples of how consumers
are squeezing play time into their day - 44% of Irish people have
Implications for media: Help shoppers navigate the multi-choice played games within social networking
landscape by providing information through channels based on sites (ibid). It’s not just for young
shoppers’ media habits and preferences. people – 69% of Irish people aged
40+ have played a computer/video
game in the last week.
Implications for media:
Consumers are looking for light
relief… to be entertained. Fusing
play into media touchpoints can
be a route to engagement for brands.
Nestlé incorporated play in their recent KitKat campaign, concealing
a GPS device in a bar to find a cash prize winner.
“Fusing play into media touch-
points can be a route to
engagement for brands.”

8. screeners”). Mindshare has been actively
exploring the offline-online
interaction over recent
Measuring return on years, and have now
introduced new
investment methods and
tools to
a s s e s s
Dave Bruen and Sinéad Farrell effectiveness.
Clients are
now actively
It’s not surprising in the sometimes paradoxical world engaged in the
we live in, that the exponential increase in available data process and
has increased the challenge of making sense of it all. willingly share their data
Making sense of this data will be a focus for many clients in the pursuit of knowledge. The most recent addition to the
in 2013 - which elements of marketing are working, which Mindshare toolkit is a client accessible dashboard called Adalyser.
are not,
and which Adalyser is a web-based analytics tool that measures and visualises the
“Making sense of data will work best effectiveness of TV, press, radio, door-drop and online advertising. It
be a focus for many clients together? allows Mindshare to analyse activity and use the analysis to optimise
future campaigns, maximise responses and drive increased footfall. And
in 2013” For the vast it’s all shared through a client accessible dashboard.
majority of
businesses, the variety of factors that are brought to bear on a We take clients’ raw data; responses, sales, footfall and more, and
brand’s success are many and varied - advertising, pricing, match it with media spend, presenting results in a format that is easy to
distribution, competitor activity and the weather! The usual understand and interrogate. Attribution models match client data to
method used to establish the relative effect of these variables is specific marketing communications, and then regression analysis
econometric analysis. identifies correlations between marketing activity and outcomes,
allowing us to make informed assumptions based on past performance.
Taking all available and relevant data, regression analysis will
attempt to plot a ‘line of fit’ to explain the historic sales Most importantly it allows us to analyse the effect of offline media
performance and then use the results to project forward. This activity on online sales, and vice versa. This gives us the ability to view
makes econometrics quite strategic by nature. and interrogate campaigns as a whole, examining each element as it
stands alone and as a part of overall communications. It’s another step
Usually clients seek a more immediate evaluation of performance, on the path to further understanding how effective marketing activity is,
and within this, the greatest challenge for 2013 is to uncover the and one which we at Mindshare are looking forward to exploring with
most effective way of integrating traditional and online channels. our clients further in 2013.
This may be understanding the ROPO effect (Research Online/
Purchase Offline or vice versa) or the effect of traditional media
on online search behaviour (TV, Google and the “multi-

9. Neil Johnston,
Head of Trading Q&A
What are the biggest trading challenges in 2013?
Advertiser demand has once again contracted in 2012,
particularly in the last quarter. Whilst we are quietly optimistic for
2013 media investment, general business conditions will remain
tough. There remains over supply in the Irish media marketplace -
be it innovation, proven return on investment, shared business
risk, the use of trade barter or good old fashioned price
advantage.
In 2012 we began to control the ‘long tail’ of our client
investment. This will gather pace in 2013 and perceived size is
not a guarantee that media owners are not in the ‘long tail’. All of
our 2013 media deals need to be future facing.
What are you most optimistic about in 2013?
Ireland has a fantastic technology based economy, with the likes
“Our trading for 2013 will of Facebook and Twitter headquartered in Dublin.
look to cement business This means that the Irish media marketplace is one of the most
advanced in the world, despite its relative small size. 2013 will
partnerships with those see Mindshare apply new technology to the way we trade certain
media. This will make our client’s media more effective and cost
media owners that deliver” efficient but it means that our media deals must include access to
data and the acceptance of our technology as a key plank in how
we trade.

11. We’re at the very heart of the most exciting business
on the planet – media.
More technology. More speed. More channels.
Every aspect of human life has been transformed by
changes in the media.

12. “Irish newspapers are
The ‘survival of the fittest’ theory
is very relevant to the publishing
loved brands which will
Stop the Press! world. Print brands need to (and develop into ‘news
in most cases do) embrace brands’ offering people
change and evolve to stay
news on the media
relevant for the modern
consumer. The key is to develop channel of their choice.”
Gemma Morris, Jessica King and Darren Bracken print and digital platforms in
tangent, so that they complement and support each other rather than
directly compete.
There continues to be a lot of pessimism
about the print market. The consensus is Managing online migration is a challenge – but in a world where
that “the old fashioned newspapers and content is king, newspapers employ some of the most talented
magazines” are struggling for their creators. Whilst people are going online to get the latest news and
survival and recent closures and falling quick updates, they still turn to their favourite journalists for
circulations have not helped combat that commentary and analysis. Understanding this consumption, making
perception. sense of cannibalisation patterns and building the business model to
suit, may help increase revenue.
The questions being asked are:
We have seen sales teams rapidly adapt their approach. Editorial teams
- how will the medium cope with are becoming more commercial and flexible, integrated press and
continued falling circulations? digital offerings are becoming the norm. Agencies and publishers are
- how will the medium address the working together to determine how they can best link their digital and
impact that digital is having on print message and maximise reach and relevance. The NNI announced
readership levels and profits? that by the end of 2013 the JNRS will include combined print and
digital figures for news brands.
However, when we delve a little deeper
and look at this with ‘glass-half-full’ We know brands are powerful and if the mother brand is strong and
eyes, the opportunities for the press loved, product extensions can be successfully launched. Irish
industry outweigh the challenges. newspapers are loved brands which will develop into ‘news brands’
offering people news on the media channel of their choice.
A massive 83% of Irish adults read a newspaper at least once a week
(versus 63% in the UK). Even against the young tech savvy consumer, The oldest medium it may be, but press is definitely the medium
press remains strong with 75% of 18-34 year olds still reading a undergoing most change. The model is changing and not everyone will
newspaper once a week or more. There appears to be life in the old get it right. Most newspaper houses are reviewing all aspects of their
dog still. business which should result in more efficient companies and
ultimately a more attractive and fine-tuned product. Glass half full, we
feel.

13. Hilary Tracey and David Ahlstrom, What are you most optimistic about in 2013?
Business Planning Q&A
David: The rise of the second screen - how Irish people engage with
it and what brands do to leverage it. There is no question that the
increased number of devices and gadgets in the home will have an
What do the BP team do? effect on our media consumption habits in the future. They will also
change how we behave with existing devices too. 2013 needs to be
The Business Planning team identifies the challenges and the year Irish brands and broadcaster embrace this.
opportunities facing a company at the brand and business level. We
develop strategic solutions and approaches to these challenges, Hilary: The possibilities that data can offer us in terms of
using market and bespoke research, trends and analytics. understanding consumer’s true behaviour. From seeing how people
interact with mobile apps, use their location data or tweeting to a
live TV programme, there has never been a more exciting time to
weave data patterns into our understanding of consumer media
consumption habits.
“I’m most optimistic
about the rise of the
second screen”
“There has never been
a more exciting time to
weave data patterns
into our understanding
of consumer media
consumption habits”

14. The social evolution
Online commerce - mobile to
Social marketing is set to be one of the biggest
social marketing tactics in any marketers tool box in
2013.
Tyson Pearcey Social is allowing us to advertise, engage and
have conversations with customers, but is any
of that generating a significant volume of
direct sales? Not really, the future of social
Online commerce
has exploded. The
“ 36% of smartphone users are commerce will infact take place outside of
r i s e o f m u l t i - already purchasing products and social networks. Social commerce on social
s c r e e n i n g h a s services on them, so we can’t say networks does work for boutique brands and
changed the way we businesses i.e. gaming, but for large brands
it’s not happening any longer” and retailers in-network transactions will be
conduct our lives,
using multiple media mainly a branding play and not driving direct
platforms is now standard. Marketers are well aware of this and are revenue.
taking every opportunity they can to convert us at many of these
touch points. The more realistic opportunity is to focus social
on customer acquisition using existing customers and experts to drive
2013 will see brands continue to adapt quickly to this fundamental trial and adoption. This can be realised through setting up social
shift in how we are consuming information. The true juggernauts of referral programmes where customers become advocate affiliates &
this opportunity are mobile and tablet devices. If you haven't yet had can be used to acquire new customers.
the chance to digest the latest figures, Irish smartphone penetration
for 2012 is approximately 71% (Source: iab Ireland). In 2013 more brands will be using social as a marketing and
communications push device, via SoLoMo (the joining up of social,
In accordance with this rise, global brands are prioritising the local and mobile marketing), sending out messages to mobile users
development of their mobile websites, improving conversions and presenting them with location-based offers. Physical stores will offer
overall user experiences with the knowledge that this is the sector incentives to mobile users that are close by in an attempt to draw
with the most potential and where the stakes are highest. The long- them into the store. SoLoMo will capitalise on the rise of smartphone
term solution is to create sites with a responsive design, providing use to pull together social and local initiatives, offering a more
the ability to fit any device or browser. personalised and local experiences that will build customer loyalty.
The reality is that 36% of smartphone users are already purchasing This should ease up the pressure for social to deliver direct sales with
products and services on their mobile so we can’t say it is not the understanding that the conversation they started in a social
happening any longer. It is an extremely powerful tool for retailers to environment will contribute to a potential customer to make a
increase sales, conversions and loyalty. purchase at a later stage. An assist is as good as a goal in any game.

15. traditional medium, it is important that it maintains its relevance in a
digital age. 2013 will see the introduction of a number of new threats to
radio, with Microsoft and Google both developing music only radio
Radio - a traditional success stations to be accessed through their software. Is this a genuine threat
for 2013? Perhaps not, but it is helping the stations to improve on their
in a digital age offering.
Social media is the strongest example of this as it plays an important
Conor White role with modern Irish radio; presenters now have the opportunity to
communicate to a much larger number of listeners during a show.
If it ain’t broke... Radio listeners are accessing Irish radio stations through a number of
We have spoken extensively about digital integration in 2013.
One medium that is bucking this trend is radio, with 85% of the “The strength of radio
population tuning in daily this year, it appears Irish radio’s strong is not to be
emotional connection with listeners is still front of mind.
Radio has faced many challenges, similar to other traditional media in
underestimated”
the last 10 years.
non-traditional platforms, whether it
Online access to international radio, the iPad, smartphones and social is through their TV, iPad or simply
media have been the key challenges, but they have been unable to deter streaming online, but the key here is
the popularity the Irish public retain for home-grown talent every day. that they are still looking for Irish
The strength of radio is not to be underestimated. With the average radio stations. While radio continues
listener tuning in for nearly 4 hours each day, local and regional radio to adapt where necessary in a digital
continues to be king. 58% of age, it is one medium
the population tune in to that has proven
local/regional stations its continuous
every day. Local content, success.
familiarity and the ‘on-your-
door-step’ feel allow these
stations to communicate
with their followers at a
more intimate level than
any other media. They
deliver larger audience than
any national radio station.
While radio is clearly
showing its strength as a

16. products in store. In 2013, Irish consumers will be
actively looking for a pleasurable retail environment -
Last stop to influence - the point of 76% of Irish shoppers would like to see retailers try
to make the in-store environment more fun and
purchase welcoming (Source: Visualise). This is just as true with
online retail environments.
Aoife Dunlevy Shopper marketing formats can act as
both a navigation tool and a welcome distraction
for shoppers in a retail environment. Coca Cola,
The consumer journey is no longer a linear process. The media touch Cadbury and P&G made innovative use of supermarket a i s l e s i n
points you have seen in this book are no longer stand alone. They 2012 by turning them into Olympic sports. The weekly shopping
work in tandem with each other providing many channels for the experience was pleasantly disrupted and drew attention to particular
consumer to discover and pull information towards them. aisles.
Whatever journey the consumer takes, the final destination is the What is the equivalent of shopper marketing for online stores?
store - physical or virtual. The store is the last chance to persuade
the consumer to purchase. Ensuring that the right message is in the Unlike physical stores, there are many paths to the door of an online
right environment is crucial at this point of the journey. store. Online commerce strategies point to the best way to drive
consumers along that path to your website. Once there, the consumer
Outdoor formats plays this vital role at physical retail stores, acting needs to find the purchase process easy just like in a physical store.
as directions to store (e.g. retail citylights) and as a last reminder The big difference being, consumers can click right out of your
before shoppers enter in the store (e.g. purchase points, store website store in a second, unlike the physical store. At this crucial
points). point of the journey, the consumer needs to be able to navigate the
Once in the store, the
“The store is the last online store with ease to make their purchase.
consumer can embark chance to persuade the In 2013, no one path to purchase will be one and the same. From the
on a completely first brand exposure, consumers will find and make their own path to
different journey than consumer to purchase” purchase, navigating along various media touch points. The path will
what was originally ultimately end at the store the, last point of influence. The key point
intended. The in-store for successful consumer shopability in 2013 - make the purchase
path to purchase - consisting of aisles of products, eye-catching decision easy by creating a comfortable and welcoming shopping
promotions, trolley, basket advertising and so forth - can do one of environment. Consumers spend money where and when they feel
two things: distract the consumer from what they came in for, or good. At the final stop on the path to purchase, make it easy for the
easily direct the consumer to find what they want. consumers to part with their hard earned cash.
Ensuring the shopping experience is a pleasurable and relaxing one,
allows the consumer to be more responsive to messages and

17. of young urban early adopters use VoD at some point during the day
vs. 3% of housekeepers with kids
‘Day in the life’ - an Irish multi-media Housekeepers:
Social media
consumption snapshot and TV peak
at the same
time in the
Rachel Ray evening for
Housekeepers
- an important
We are surrounded by so much information these days but what use insight for
is all this data without insight? Since 2009, Mindshare has been p l anning
conducting bespoke research for clients and media owners alike. Our multi-media
point of difference and central to our delivery, is our application of campaigns
our media knowledge to this research. that involve
social.
In 2012, seeing a knowledge gap in the market, we invested in Day in
the Life - a nationwide research piece that gives us an hour by hour L e i n s t e r
breakdown of activities and media consumption. Here are just a few Males:
examples of what we’ve learnt... In this second
graph we’ve looked at Leinster males vs. males in Connaught and
Young Urban Early Munster. Leinster males seem to be staying up later, consuming
Adopters: various media into the late hours. Radio is, overall, more popular with
We can see from this males outside Leinster, peaking 10:00-14:00.
chart that social For Leinster males radio peaks at key commuting period, 18:00.
media peaks around and TV peaks around 23:00. However for other Irish males peak TV
13:00 for this group - viewing occurs around 21:00.
not a regular pattern
for social media We look forward to rolling out this project again in 2013. It will have
consumption, which important applications for areas such as multi-screening, the
usually peaks in the consumption of print and how to target different demographics at
evening for most different times of the day. Alongside this piece, we are planning a
demographics. TV number of unique projects in 2013 ensuring both Mindshare and our
viewing drops off clients are equipped with all the information we need for smarter,
between 18:00-20:00 more effective planning. Keep an eye on our blog for further research
for Young Urban Early insights and updates.
Adopters, but picks
back up at 21:00. VoD
interestingly however, has a peak in between then. On average, 10%

18. Mindshare, media consumption experts
Consumer Trading In house
insights experts digital experts
Tailored Measuring
Social media
research media
management
solutions investment
Measuring
Strategic Social media
media
solutions auditing
effectiveness
Media channel Search & SEO Social media
planning specialists monitoring

19. For year round media news and insights, check out
blog.mindshare.ie

20. Everything
begins and
ends in media