TEN X TEN 2012

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

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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 AT I O N U N C E R TA 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 AV 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 FA 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 TA N C E O F FA M I LY | 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 TA I L I D E N T I T Y
CRISIS: SHOPS IN DIFFERENT PLACES | INCONSPICUOUS CONSUMPTION: LESS IS MORE | SOLOMO (SOCIAL, LOCAL & MOBILE)
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 PA 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 LY 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 AY | T I M E S P E N T
MINUTES SPENT WITH MOBILE WILL GROW BY 12% | DONʼT THROW THE BABY OUT DONʼT FORGET KILLER MOBILE APP - SMS | SECRET
G U I LT 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 VAT E S PA C E W H I C H C R E AT 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 LY | A LWAY S O N E A C H D AY ,
34% OF USERS SURF THE WEB ON THEIR SMART PHONE WHEN THEREʼS A PC NEARBY | FOLLOWING THE CLICK IMPROVED AD-SERVING WILL
ENABLE US TO MEASURE ROI BY CHANNEL POST THE STORE WALLS. | HANDSET WARS 28% OF SMARTPHONES ARE APPLE, BUT ANDROID IS
I N C R E A S I N G LY D O M I N A N T P L AY 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 AT E D P E R D AY 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 LT S - E V E N M O R E A C C O U N TA B I L I T Y | G R E AT 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 AT 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 AT I O N | M O B I L E S E A R C H : M O B I L E I S TA K I N G
O V E R | C O N T E N T PA 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 AT 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 AT 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 AT I O N O F S WA 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 | FA 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 PA 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 TA 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
TWEETING OF O SAMA ʼ S RAID | YOUTUBE REDESIGN
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 CHANNELS | IDA ANNOUNCE
T W I T T E R
TWITTER LAUNCHES BRAND
T O S E T U P .
WWW MINDSHARE IE . EUROPEAN HEAD OFFICE |
PA G E S | @ P L A N E T J E D WA R D
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S ʼ UP J EDWARD | M ORE P E O P L E WAT C H E D T H E L AT E
L ATE T OY S HOW ( 1 . 5 M )
ADDRESS (1.2M) | 664,000 .
BLOG MINDSHARE IE . T H A N E N D A ʼ S N AT I O N
T U N E D I N T O WAT C H O B A M A
B U T M O R E WAT C H E D T H E QUEENʼS HISTORICAL VISIT
( 7 1 0 , 0 0 0 ) | R T E P L AY E R H A D A N AV 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 ,
7 0 0 , 0 0 0 | S K Y G O
@M INDSHARE RL I 3 P L AY E R A N D 4 0 D A R E AT
L A U N C H E D I N 2 0 11 , B U T
F R O M 2 0 1 2 W I L L B E AVA I L A B L E TO A D V E RT I S E
ON | T WITTER HASHTAG USAGE HAS INCREASED ON
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 AT E T O R E M E M B E R F O R T H E D I G I TA 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 PA 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 AY | 1 6 4 , 0 0 0 R A D I O L I S T E N E R S H AV 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 AY S | 2 9 8 , 0 0 0 L I S T E N E R S H AV E PA I D B I L L S O N L I N E I N T H E L A S T 7 D AY S | 7 % O F
L I S T E N E R S H AV E S T R E A M E D A N I R I S H R A D I O S TAT I O N O N L I N E I N T H E L A S T W E E K | 7 % H AV E L I S T E N E D T O A
PODCAST /ARCHIVE ON A RADIO SITE | 36% OF LISTENERS OWN THEIR HOUSE OUTRIGHT | 78% OF RADIO LISTENERS
B U Y I R I S H W H E N P O S S I B L E | 6 4 % H AV E B R O A D B A N D ACCESS | 63% DO NOT SWITCH OVER/OFF WHEN THE ADS
COME ON | 1.3 MILLION LISTENERS GO TO THE PUB ON A W E E K LY B A S I S | H E I N E K E N C U P S P E C I A L S AT T H E A I R P O R T
| LYNX 3D ʻANGELS WILL FALLʼ 3D SPECIALS | HEINEKEN 3D BRANDED RUGBY GOALPOST 48 SHEET SPECIALS |
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 LT E R S | AERO CARAMEL PURCHASE POINT DISPENSERS | 3 MOBILE
ʻ A L L Y O U C A N E AT D ATA ʼ C O N T R A V I S I O N S P E C I A L | NESTLEʼS SOUR PASTILLES MIRRORED 6 SHEETS |
HEINEKEN MUSIC GREEN SPHERES EL SPECIALS | E M I R AT E S F U L LY - 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
METROGLO ON METROPOLES & DURATRANS ON C I T Y L I G H T S | C O M M E N TA R Y A N D A N A LY 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 PA P E R W I L L H O L D G R E AT E R S H A R E | I N C R E A S E D I N T E G R AT I O N O F C R O S S - P L AT 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 LV E S A S OVERALL CONTENT PROVIDERS | INCREASED US OF
D I G I TA L C O N T E N T P L AT 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 AT E R U S E O F E D I T O R I A L T E A M S F O R
ADVERTISING OPPORTUNITIES | FURTHER DEVELOPMENT O F N E W S A N D E N T E R TA I N M E N T W E B S I T E S | M O R E R E A D E R
VA L U E - O F F E R S , L O YA LT Y I N C E N T I V E S | C O N S O L I D AT I O N O F O W N E R S H I P , E S P E C I A L LY 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 PA P E R S G O I N G C O M PA C T TO 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 AVA I L A B I L I T Y O F
N E W S PA 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 TWILIGHT SAGA BREAKING DAWN II | THE HUNGER GAMES |
T H E G R E AT G AT 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 TAT O R | W H AT 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 AW N | R E TA I L 1 3 5 | E N T E R TA 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 AV 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

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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 Kinlay
bill.kinlay@mindshareworld.com

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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.

MORE,MORE,MORE 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
Increasing our offering How do you like it, how do you like it
More, more, more
customer relationships. As a business, Mindshare is
able to better understand consumers’ rapidly
Managing Director, Emma O’Doherty How do you like it, how do you like it changing relationship with media via our own
acknowledges the increased pressure on Ooh, how do you like my love research service (through partners SpongeIt). This has
business, but puts value on long term
thinking to ensure future growth. allowed us to use client’s existing data, identify gaps
If ever a lyric had to define the changed relationship and deliver bespoke communications solutions.
of consumer-brand-agency then this old Andrea True Media channels are adding to, or improving. their
song (1970’s disco classic) seems to be the perfect value added research (e.g. the radio industry’s
fit! RadioGAUGE). Businesses should also be tracking
We all want more. Consumers want more value from consumer sentiment in real time, along with sales
brands, brands want more value from their marketing and using this data to further develop the brand, or
investment, agencies want more value from the the use of communications. Marrying all three data
media channels and the channels want more sources together - brand KPIs/equity, sales data and
customers to add value to their proposition. More, media interaction – will provide rich outputs for
more, more value. business development.

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MORE LONG-TERM PLANNING smartphone penetration will increase further, giving work the market hard and deliver the most effective
The reality for many brands in Ireland is delivering us all even more reason to put mobile at the centre of media buying for our clients. The talent we have in
our communications planning, as well as a route to Mindshare is outstanding, and we hope that every day
sales now. But if history has taught us anything, it’s
sale. Mobile is changing how businesses sell, how in 2012 will see us adding more value to our clients’
that a continued focus on reactive marketing and
short-term sales technics takes its toll on brands in consumers engage and how those of us in businesses.
the long-term. Marketing and sales people become communications can marry both of these together. It
MORE RECOGNITION FOR POSITIVE CONTRIBUTION
swamped by the now, with no head room for the is important to remember that the pervasiveness of
mobile means that what was once defined quite And this leads me to a final thought that would
future planning. This equally applies to development
neatly as the ‘store’, has opened up shopping enable us all to ensure the future of our talent pools:
of media strategy – where turning around short-term
opportunities anytime, anywhere. For media recognition of the positive contribution that we, the
activity has to take precedence over long-term brand
channels, the need to be relevant to, and keep pace marketing industry, make to businesses; and
communications. We have to find a new balance
with consumers, has meant investing in mobile – merchandising it both within our own organisation
between driving sales spikes versus implementing
from online news & entertainment sources, apps and and within the industry.
strategies or new business models for longer-term
interactive display units to the latest in connective In Mindshare, return on investment and measurability
success.
media routes from QR codes to Blippar to iTagged. of activity is fundamental. The biggest single
MORE REWARDS FOR LOYALTY Expect more in 2012. difference in recent years is the interactive nature of
The short-term selling focus has seen deal marketing digital and how it allows us to measure the impact of
MORE FOCUS ON TALENT
boom in 2011 and it shows no sign of abating. activity, click-through rates, cost per lead or customer
‘Dealing’ is no longer owned by FMCGs; we see We all need good sales people, those who can build
acquired. Our ambition, as ever, is to work with
financial, telecoms and entertainment services customer relationships, merchandise brand benefits
clients to demonstrate effects on business
employing more retail tactics than ever before. And and get a sale over the line. Brands need marketers
performance, be it share, generalised profit or margin
that can navigate the current market whilst still
this is happening not only in brand-consumer uplifts.
keeping an eye on the road ahead to ensure long-
interactions, but also media supplier-agency dealings.
The difficulty for most businesses is whether short- term success. In Mindshare, our role continues to be
term offers can lead to long-term loyalty and base to develop consumer insight from data, deliver long- More, more, more. That’s how we like it.
customer or revenue growth. The evidence so far is term thinking, adapt to new communications models,
emma.o’doherty@mindshareworld.com
that they don’t. How many of us have gone back to

Brands need
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.
marketers that can
navigate the current
Our focus should be on investing in loyalty-building
and repeat purchase mechanisms rather than funding
what can become very expensive short-term
market whilst still
keeping an eye on the
incentives. Reward the loyal customer as opposed to
the one-off purchaser.

MORE MOBILE road ahead to ensure
Mobile - our internet, our camera, our alarm, our
encyclopaedia, our TV and soon to become our
long-term success
wallet! With another gifting season passing,

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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 –

BIRTHS,MARRIAGES&DEATHS right?
Wrong!
We have a fantastic resource of media and marketing
Responding to Change Last year in Ireland we filled nearly all of a capacity
Croke Park with new births, and lost just over the people here in Ireland, constantly looking for new
Mark James, Planning Director, reflects on equivalent of a Thomond Park in deaths. ways to target and attract consumers.
our changing demographics, and how in
2012, Mindshare is equipped to respond to We had the lowest death rate in Europe, and on the We’re not experiencing the death of Irish marketing;
changing consumer demands.. baby-making front our performance was an we’re just experiencing the birth of a new kind of
unparalleled, top-of-the-tree European success with marketing and communications. It’s a tough
16.8 births per thousand compared to a rather feeble environment, and we can’t be complacent, but there
7.9 in Germany. are plenty of opportunities out there.
While this suggests some significant differences Through strong negotiation, Mindshare continues to
between us and our German counterparts, the reality secure the most competitive media pricing in the Irish
is more simple – the last real baby boom came after market for our clients. This is the competitive
the visit of Pope John Paul II, and now the babies of advantage that we spend every day reinforcing and
then are having the babies of now. The Pope’s extending. Really strong media buying.
Children’s Children.
The other part of what we do is working hard to
All of which means our demographics are good – they further develop the spirit of cooperation and
are a ‘nice shape’. We’re producing enough children enterprise that we have with media owners.
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.

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VALUE OF STRONG RELATIONSHIPS We believe in investing in Planning, even when times
Because strong, flexible and intelligent relationships are as tough as they are now.
are key to providing new, innovative and business- Media life, like ordinary life, is made up of Births,
generating solutions for our clients, the people who Marriages and Deaths. And we’re here to help our
pay our bills, excellent relationships with our clients, Clients navigate these major events and the potential
as well as with media owners, are key. effect upon their brands.
The most important relationship, though, is with So who, or what, are some of the things in media that
consumers. This, if you like, is the marriage bit. The we said hello to for the first time in 2011.What did we
bit that needs planning! say goodbye to for the last time? What did we
We need to consolidate and build upon our celebrate the joining together of?
relationship with consumers, as well as find new We said goodbye to Star on Sunday, The Sunday
reasons to create or maintain those relationships Tribune and the News of the World – none of this
good for newspapers, journalism, plurality of
Today’s Irish consumers are clearly cautious, but they
We provide access to services, insights and tools that opinion, or consumer marketing.
do have money. The savings rate in Ireland is a very
high 14% and when consumers see a are not available in any other ‘media agency’. We also said goodbye to the baffling Google Buzz,
deal even for discretionary items, then they will Whether it’s our Sponge It research programme and hello to a raft of new Google products including
spend – witness the success of newly launched group measuring the mood of Irish consumers; Buzz Google+, a first real attempt at social networking.
buying sites like The Irish Times’ Rewarding Times; monitoring which listens to and interprets what
consumers are talking about and sharing online; We really understood, for the first time, the power of
with deals on golf, wine, weekends away, musicals
Millward Brown’s new BrandZ work in the Irish social networking with the uprisings of the ‘Arab
and meals-out selling in thousands. 2011 was also
market; return-on-investment research; or our unique Spring’.
the year that saw BMW producing and airing its first
ever Irish TV commercial. Storytelling planning process, which we are beginning We celebrated 10 years of the iPod and saw the death
to roll out amongst clients. of its father, and marketing genius, Steve Jobs.
Now more than ever, consumers need real reasons or
occasions to spend and providing more of these, and We said goodbye to the typewriter when the last
understanding consumers is what media planning company to manufacture typewriters stopped making
stands for at Mindshare. The DNA of our planning is them in India, and we saw the real birth of tablet
to do it really cost-effectively, cost-efficiently, and in a
We have conducted devices, like the iPad, with mass consumer adoption.

22 research and
unique way that nobody else can. These tablet devices offer the first genuine
opportunity for press media owners to marry their
In the last year, while saving our clients over €100m
in media savings, we have conducted 22 research and insights projects journalistic product with digital in a way that

informed by
consumers can really engage with.
insights projects informed by speaking to over 7,000
consumers helping us to inform media strategies of
speaking to over
And every day in Mindshare, we said hello to the birth
15 Mindshare clients. of new media ideas to help build our clients’
Unlike our competitors, every one of our Planners is
digitally literate.
7,000 consumers businesses.
mark.james@mindshareworld.coml

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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

MANAGINGTHETRADE spending in the run up to Christmas 2012. Print may
grow, but only marginally, and only if retail support
the aforementioned events.

Keeping a watchful eye MEDIA ECONOMY
2011 saw a further contraction of advertiser demand
Neil Johnston, Head of the Exchange, in Ireland. The overall advertising economy has seen
discusses the key trading areas which will be
managed by Mindshare in 2012 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%.

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MAXIMISING VALUE IN THE MARKET Outside of television there is still an oversupply in the
The major media “event” of 2011 has been in the Irish media marketplace, and this will force us to
recommend to our clients only the strongest
television arena. RTE deciding to pull back from share
suppliers, that offer the best value and that can build
trading from mid-2012, in the face of a three year
Competition Authority enquiry, means that in We will recommend long-term, mutually beneficial, business
mid-2012 the TV trading rulebook changes. Whether
to our clients only the relationships. Whilst advertiser budgets will rise in
2012, it will not be by much in most media, so the
strongest suppliers,
the changing of the rules affects the structure of the
same pressures as the last few years are faced by all
market remains to be seen (remedies to be put in
place by the Competition Authority to govern RTE TV
that offer the best media owners in Ireland. Again Mindshare’s trading

value and that can
trading are yet to be published), but we at Group M, will look to utilise our volume to force aside bullish
as Ireland’s largest media trading group, see this as media owner yield policies. A slight recovery in the
an opportunity, not only to play by different rules – if
build long-term, media economy does not afford ambitious media
owners the opportunity to push up the rates for our
we want to – but to create value for our clients
through new and different ways of transacting. We mutually beneficial, clients.
are excited about possible change in the TV
business
marketplace, but will not be forced into any herd
mentality when it comes to transacting on our clients relationships
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 Lastly, over the past couple of years the contraction
volumes to create value across media, whilst at the in advertiser demand has cut the long tail of
same time refusing conditional trades – something suppliers and this trend will continue, particularly in
we believe that other media buyers may not be able the Online arena.
to resist.
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

M 10 x 10 ﬂickr: Travis Isaacs

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.

IRELANDISCONNECTED 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,
Digital at the core of planning
The future’s already some might argue, the politicians who enacted them.
But what is clear is that the unwritten agreement
Our Head of Digital, Ciarán Norris, takes a
here, it’s just not between publishers and consumers - that the latter’s

evenly distributed
look at key areas which will have a major
impact on digital marketing in 2011. 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)
William Gibson, 1993
has vowed to take a pragmatic approach, Irish
The past 20 years have seen digital technologies businesses have to start thinking about what the
disrupt countless industries, including marketing. But regulations mean for them. It also might mean that
we think 2012 will be a bit like the calm after the using DSPs, or even Facebook’s Like button, will be
storm; more evolutionary than revolutionary. That things that require explicit consumer consent.
said, it’s still likely to be an eventful year, so what will
the big stories be and what will that mean for
marketers?

M 10 x 10
ﬂickr: ssoosay

VALUING VIDEO MOBILE WINS, LOCATION LOSES
2011 was the year when Video on Demand (VoD) 2012 won’t be the year of mobile; we’re well past that
really took off in Ireland: RTE improved its offering in point. The majority of phones in Ireland are now of
terms of the content, available whilst TV3’s platform the smart variety, with most of them on Android.
was given a massive redesign. This has seen What will be more interesting are the ongoing tablet
advertisers flock to the digital players, although the wars, with the possibility of Amazon’s cut-price
growth in views hasn’t met our predictions, probably Kindle Fire being released and driving mass-adoption.

None of the web
down to a ceiling in terms of the content available
and the limitations of broadband speeds outside the

giants are safe main urban areas.
2012 will see new, predominantly large, international
players, enter the market: BBC’s iPlayer will be
INTERNET GIANT KILLERS available across multiple devices, whilst Netflix is
Google currently faces a battle on two fronts: stock likely to have a big impact. This will force suppliers to
markets who seem to have grown immune to provide real, concrete data and evidence on the
Google’s charms (despite consistent growth in efficacy of VoD as an advertising medium in the Irish
Location, the poster child of mobile, looks less
revenue and profit, its stock market value is almost market.
healthy: foursquare has tripled its users this year, but
identical to this time last year). This is reflected in the VHS OR BETAMAX still sits at ‘just’ 15 million users worldwide; its main
huge number of tweaks Google has made to its competitor Gowalla admitted defeat and sold up to
2011 saw a flurry of apps launched or promoted, all
algorithm, interface and product suite over the last Facebook, whilst Facebook’s own Places product has
aimed at allowing on and offline media to be
12-18 months: expect more of the same in 2012. failed to set the world on fire. Location is going to
integrated, including Google Goggles, blippar &
On the other side of things, 2012 could see Google iTagged: neither advertisers nor users can be become a means for marketers, rather than an end,
hit by fines & restrictions by the American FTC & EU; expected to utilise so many platforms and 2012 will and not a moment too soon.
whether or not the charges of monopolistic & anti- need to see a VHS moment, where one app, platform So, 2012 then, kind of like 2011, but more so; a year
competitive practices have any basis in fact, 2012 or technology becomes the standard. that will see the culmination of trends that have been
could be the year Google finally turns into Microsoft. developing for years. But, whilst we’re pretty sure
In 2003 Microsoft was hit with a €497m fine by the there won’t be any seismic changes in the world of
EU for its anti-competitive bundling practices. digital this year, if the last 20 years has taught us
And it’s not just Google either. Facebook has just had anything, it’s that it never pays to be too certain
to agree to 20 years of oversight by the FTC at the about such things. Here’s to another interesting 12
same time as the Irish DPC is investigating whether months.
its Like button and social plug-ins break EU privacy ciaran.norris@mindshareworld.com
laws. The EU has just announced an anti-trust
investigation into Apple’s ebook-store. None of the
web giants are safe.

M 10 x 10 ﬂickr: Joe Shlabotnik

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

CONSUMERCENTRAL 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
Researching Behaviour Understanding consumers is at the heart of what we
do and various research methods are regularly used, necessarily the context for this reaction or rationale.

Hilary Tracey outlines new approaches to but how do we know if we are using the right When considering consumer behaviour research,
researching consumers and Finian Murphy methods to achieve our results? think about how the “experiencing self” would view
and Rachel Ray outline the ten consumer your brand on the shelf or your ad on the bus shelter.
themes for 2012. When answering a questionnaire or participating in a
Then consider what kind of memories “the
focus group, the consumer is being tasked to recount
their brand experience and knowledge. Cognitively remembering self” would have of your brand and/or
campaign. Connecting both research methods (live
they are accessing their memory bank for this
reaction vs recalled memories and opinions) and
information. How a consumer thinks of a brand is
taking a two-pronged approach will provide you with
different to how they interact with it in the present.
rich data on you consumers’ opinions and more
Daniel Kahneman, a leading psychologist in importantly behaviour.
behavioural economics coined the phrase of “our
So what have we learned about consumers through
experiencing selves” and “our remembering selves”.
research in 2011? We focus on three important
Essentially both “selves” perceive happiness and
events differently. He gives the example of a very consumer segments – and outline the 10 trends which
enjoyable two-week holiday where both weeks are are important to recognise in Ireland in 2012:
equally enjoyable. The “experiencing self” will enjoy 18-34 YEAR OLDS - THE LOST GENERATION?
both weeks equally, but the “remembering self” will
look back and remember as if it was a one-week 1. Brand Me
holiday. The narrative was the same for both weeks, This segment are digital natives and in 2012 it will be
important to understand that they are acutely aware
nothing happened to make the two weeks stand apart
so it is remembered as if it were one. of the power of social media, particularly in how they
portray themselves and the information they are
How we experience brands in the present and how we willing to give to brands. They self-edit their online
remember them are different. How does this affect profiles and expect something in return when dealing
the research methods we use? For example, with a brand.
answering a question on which brand a person uses
can yield very different results from viewing that

M 10 x 10
2. Generation uncertainty 5. Two-point-four Children FLUSH FIFTY+
There is a great level of anxiety amongst young The typical family has also changed. CSO revealed It’s hard to believe in these times that the consumer
adults, particularly those who have experienced 34% of births now occur outside of marriage and 5%
group with the greatest spending power is still the
friends moving abroad. Brands who provide empathy, of births are now women over 40. Mindshare is
least directly targeted. Ireland is collectively aging
reassurance, or support will win this segment over. researching how the housekeeper target is changing. and 80% of private financial wealth is possessed by
3. Make ʻem laugh 6. Back to reality over 50s.

…you have to keep As predicted last year, we have seen a return to the

upbeat and grab any
community. 69% of consumers told us they planned
to spend more time with close family and friends this

bit of fun time that’s year and huge rises in community involvement have
been seen right across the country.
available 7. Value vigilant

This segment is not ignorant to the reality of the 53% of us are researching online before we purchase
economy, but is seeking fun and escapism. There has and we’ve doubled our online searches for coupons
on last year. The biggest shift in coupon culture is 8. Segmenting the segment
been a move away from the doom and gloom of
broadsheets to entertainment in tabloids, our how consumers now openly share their value finds By very definition, this group is problematic. It
searches for “good news” have tripled since 2008 and proudly. They’ve been further empowered to do this bundles together those who remember war rations,
the top film in 2011 was the comedy Bridesmaids. through the developments in social and mobile. ‘free love’ and dancing to Thriller. As over 50’s hold
4. DIY TEN Consumer Themes for 2012 the greater portion of wealth, it makes sense that we
need to better understand exactly who they are and
For those willing to stay in the country, many have 1 Brand me: selling your image online
how they are spending it.
used their initiative and with limited cash do things
for themselves, music, arts and sport have all been 2 Generation uncertainty: growing anxiety 9. Retail identity crisis
driven by underground young movements and tag
Make ‘em laugh: Give consumers some fun The single shop has become the multi-shop. 35% of
rugby, running and bootcamps have replaced 3
the consumer cupboard is own brands. Website
expensive 4-star gyms for this generation.
DIY: saving money by doing it yourself research is driving consumers to stores knowing
4
UNDER PRESSURE FAMILIES exactly what they want. At the same time retail units
Two-point-four children: Changing families have become the testing areas for consumers who
5
As I write this letter I am hoping that sleep can buy online.
provide me with some escape from the anxiety 6 Back to reality: the importance of family 10. Inconspicuous consumption
and pain that the economic situation is
wreaking on me and my family 7 Value vigilant: price conscious consumer Flashing the cash has gone out of fashion. Garish
labels is getting brands nowhere these days, but the
Writing a letter to The Irish Times, MP Mac Domhnaill 8 Segmenting the segment: Focus on 50s subtle and persuasive argument of quality ,heritage,
timelessness and value always will.
expressed the anxiety he and many families have
experienced in 2011. When we researched this 9 Retail identity crisis: Shops in different places hilary.tracey@mindshareworld.com
rachel.ray@mindshareworld.com
audience in early 2011, only 1% said they hadn’t
10 Inconspicuous consumption: Less is more finian.murphy@mindshareworld.com
tightened their spending.

M 10 x 10 ﬂickr: Tony Buser

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
MOBILEMANIA are now smartphones
Mobile has grown up For anyone playing catchphrase bingo at various
marketing conferences this year then surely the most
Mobile coupons have been incorporated into a
number of recent Irish campaigns with redemption
Fiona Gallagher puts some manners on the repeated phase had to be ‘This is finally the Year of being trialled through a variety of routes including
frantic buzz that will surround mobile Mobile.’ Whilst 2011 was certainly a landmark year actually showing the mobile screen at the check-out,
marketing in 2012.
for mobile in terms of consumer usage and as a scannable mobile barcodes or unique PIN numbers,
marketing channel, we believe that we only glimpsed delivered by SMS and activated by POS staff. Driving
the tip of the iceberg that is the change mobile will redemption on a large scale seems to be the common
deliver in commerce, media and communication. challenge with the key denominator being that offline
redemption was largely restricted to small, easily
The dream of waving your phone at a payment point,
controllable venues, such as convenience stores,
in your local supermarket seems very close. 54% of
pubs or at niche events.
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/
Giants like Visa are defending against Google Wallet
multi-aisle Irish retailers re-fitting their systems any

M 10 x 10
Though location based services incorporating check- Ten Points on Mobile in 2012
in, such as Foursquare or Facebook Places, don’t
SoLoMo (Social, Local & Mobile)
seem to have gained much traction in Ireland,
location based mobile advertising has delivered
1 Guaranteed prediction for 2012 – more
jargon!
success for a number of advertisers already, with one
network running campaigns targeted to its opt-in The consumer is ahead of the game
database of 700,000+ subscribers. 2 Mobile will outpace desktops in 2012
Combining their geo-targeting capabilities (based on
users’ GPS/cell-tower data) with niche interest/ Put those scissors down!
demographic segmentation, they are able to push 3 Simply re-sizing your banner ad for mobile is
relevant messages to select audiences within defined not going to work today
locations, and it seems likely that the other networks
will follow their lead. The potential to freak out While integrating mobile into the media mix is a no- Time spent
consumers will need to be managed though, as there brainer advertisers will need to decide whether they 4 Minutes spent with mobile will grow by 12%
are already enough potential privacy issues waiting to really need an app: with over 5 million reported apps
blow-up in 2012, without adding another. downloaded in Ireland and most people only using a
Don’t throw the baby out
select few regularly, it will be essential that branded
QR codes, iTagged, blippar – we’ve already explained 5 Don’t forget killer mobile app - SMS
apps provide real value, whether through utility or
how there are too many options for tying mobile to
entertainment. Higher impact formats, such as
offline paid media, whether that be packaging or a
Medialets will make it slightly easier to cut through Secret guilty pleasures
print ad. However, no matter which route an
on mobile devices, but not as easy as some might
advertiser selects, a mobile response mechanism is 6 The mobile screen is a private space which
think. creative needs to consider carefully
now just as important as the ubiquitous website URL
on all ATL media and packaging. As the trend of Finally, delivering reach on mobile has come of age
dual screen viewing grows, mobile will play an with Irish publisher apps now able to deliver unique Always on
increasingly important role in facilitating audiences on their mobile sites equal to their 7 Each day, 34% of users surf the web on their
real-time, two-way dialogue in earned online properties. Though Irish mobile ad smart phone when there’s a PC nearby
media environments such as spend - estimated by IAB Ireland to be
Facebook or Twitter. around €1.6 million (H1) - is a long way Following the click
off what the channel deserves, this hides 8 Improved ad-serving will enable us to
the ecosystem of investment that is going measure ROI by channel post the store walls.
into mobile with some advertisers not
thinking mobile campaign but mobile strategy, Handset Wars
and employing it to cement the always-on 9 28% of smartphones are Apple, but Android
interaction between their CRM, point of sale, is increasingly dominant player
commerce and advertising.
IAB forecasts Mobile advertising is believed
fiona.gallagher@mindshareworld.com
10 to be growing at a rate of 150%+ per annum

M 10 x 10 ﬂickr: kss_cville

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

FINDANDDISCOVER
Search and display advertising Search engines have transformed consumer purchase
decisions. 74% of consumers rely on search engines
Ollie Smith, Vanessa Vallejo, Mark Kelly and to research the products they buy. Perhaps even more
Sally Ann King talk about the latest interesting is that research isn’t just being carried out
developments in search and digital display .
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
Mindshare offices on Google Street View
information at their fingertips. The unique
opportunity this gives advertisers is the ability to
reach them as they’re actively looking for answers. smartphone owners use their phones while shopping.
In fact, comparison shopping is so prevalent that Best
As the number of touch points influencing consumer Buy, a leading electronics retailer in the US has now
purchase journeys have grown, so have opportunities started covering up product barcodes to stop this
for marketers. For example, on a short commute to from happening. Should a consumer find a better
work a person could hear a radio ad, tune into a price the other side of town, they now have Google
discussion on travel insurance, see an ad on a Maps/Street view to guide them to the next nearest
passing bus, and respond by searching for travel retailer - and soon “Google Maps Indoors” may even
insurance on their mobile phone - where they could help them discover exactly where the product sit in
complete a purchase online via mobile internet or each store - all from the comfort of a consumer’s
over the phone by clicking on an a paid search ad. pocket.
The amount of ATL ‘push’ media driving search has
meant that consumers now have the power to

M 10 x 10
Following Google’s Panda update in 2011, sites DISPLAY - ENGAGEMENT IS THE NEW CURRENCY Facebook have spent much launching new ad
prioritising content, usability, site speed, design and Despite possible 2011 spend of €60 million, display products to capitalise on engagement as a
the general user experience saw improvements in currency: first Sponsored Stories, now Page Post
often doesn’t get the attention of other, smaller
their organic visibility and we expect this trend to ads. Whilst they haven’t said so explicitly, it
channels. This is largely due to the fact that it isn’t all
continue in 2012. As search continues to grow in that different to the first display ads from the seems obvious that, privacy concerns aside, if
Ireland in 2012, businesses will invest considerably in mid-90s. What might change in 2012 is how that Facebook could externalise its products, and
search engine optimisation to improve and retain media is paid for & placed. We’ve already talked in essentially turn the social graph into an ad-
visibility amidst growing online competition. detail about DSPs so let’s instead look at the other network, the rewards could be massive.
Maintaining organic visibility for competitive search end of the spectrum where engagement is set to be
terms, once relatively easy on Google.ie, will grow the most important KPI. All of these hint at a world where ads that don’t
increasingly difficult as businesses move away from connect with consumers either won’t be shown or will
costly push media and invest in their websites and 2011 saw a number of developments that hint at cost more to place. Either way, it seems that display
mobile offerings. Businesses who’ve subscribed to where display will continue to head in 2012.
advertisers are going to need to spend as much time
Google properties, i.e. business listings, maps, Microsoft’s Xbox Kinect, a much under-valued ad thinking about engagement as any other KPI.
YouTube video, merchant centres and Google + brand platform, now allows gamers to tweet ads, oliver.smith@mindshareworld.com
pages will be rewarded with more opportunities to amongst other actions. It’s easy to see how they vanessa.vallejo@mindshareworld.com
dominate the search engine results pages. mark.kelly@mindshareworld.com
might start to reward advertisers who get the sallyann.king@mindshareworld.com
With the Bing/Yahoo Search Alliance finally set to most interactions, as this would show that gamers
reach Irish shores in 2012, those who have backed .
were enjoying, rather than resenting, ads. Top Ten Digital Points in 2011
the smaller players, might see a multiplier effect on
YouTube launched TrueView, where the advertiser 1 Focus on results - even more accountability
returns as Microsoft backs Bing with an ATL push.
only pays when the consumer watches the whole
At all stages of the consumer purchase journey, 2 Greater use of rich media
ad. It’s likely that a YouTube version of Google’s
search will continue to play a major part in driving
Quality Score will be rolled out and poorly scoring Further use of Google Local Search (maps)
awareness, visibility and action whether via mobile, 3
tablet or desktop device. ads get taken off the system.
4 Cross media planning - full integration
Twitter started to roll out its ad products, and
again, those that didn’t connect with consumers
5 Increased search engine optimisation
suffered. If ads sent live via Twitter’s Promoted
Tweets product have no interaction they get taken Mobile search: mobile is taking over
6
off of the system.
7 Content partnerships
Google+ included social context (John Doe +1’d
this) in its search and display ads. Ads with +1s
8 YouTube TrueView: test your TV creative
tend to get better click-through-rates and, in
search at least, CTR leads to lower costs due to 9 Optimised sites for different devices
the Quality Score.
10 Google+ Your search gets social

TEN X TEN 2012

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