Table of Contents
Issues in the Market
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- Key themes in the report
- Definitions
- Data sources
- Consumer data
- Abbreviations
Insights and Opportunities
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- Smart money on smart phones
- Online advertising is the future, but is it effective?
Market in Brief
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- 2012 to be a slow year for advertising spending
- Online advertising reach to expand further
- TV still the dominant advertising channel
- Newspapers and magazines still a key channel, despite dwindling readership
- Consumers feel bombarded
Fast Forward Trends
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- Trend 1: Men Shopping Badly
- What’s it about?
- What we’ve seen
- What next?
- Trend 2: Prove It
- What’s it about?
- What we’ve seen
- What next?
Internal Market Environment
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- Key points
- Call for greater investment in broadband in RoI
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- Figure 1: Consumers with a broadband connection at home, NI and RoI, 2006-11
- Smartphone usage on the rise
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- Figure 2: Where consumers tend to access the internet, NI and RoI, August 2011 and June 2012
- Irish consumers addicted to smartphones and apps
- The digital switchover is coming
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- Figure 3: Agreement with the statement ‘I rely on TV to keep me informed’, by age, NI and RoI, 2011
- The switchover may dilute TV audiences
- Children and advertising
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- Figure 4: Agreement with the statement ‘I worry about the effect of advertising targeted towards children’, NI and RoI, August 2011 and June 2012
- Parents call for junk food advertising ban
- ASA gains stronger powers in regulating social media
- Pressure for a ban on alcohol advertising mounts
- Ban on alcohol sports sponsorship very unlikely
- Reverse graffiti bringing innovation to outdoor advertising
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- Figure 5: Agreement with statements relating to the environment, NI and RoI, 2011
- Reverse graffiti or just graffiti?
Broader Market Environment
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- Key points
- Economy to see slow growth in 2012
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- Figure 6: Economic outlook, NI and RoI, 2010-13
- Economic situation weighing heavily on consumers’ minds
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- Figure 7: Consumer Sentiment/Confidence Index, UK (inc NI) and RoI, May 2008-May 2012
- Figure 8: Consumer Price Index (CPI) – detailed indices for food products, January 2011 and January 2012
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- Figure 9: Most notable percentage increases in Consumer Price Index categories, RoI, 12-month rate to January 2012
- Leaving the house less
- Mature consumers of increasing importance to advertisers
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- Figure 10: Population, by age, NI, 2012 and 2024
- Figure 11: Population, by age, RoI, 2011 and 2026
- Handle with care
Market Size and Forecast
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- Key points
- 2012 sees borderline growth
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- Figure 12: Estimated advertising revenues, IoI, NI and RoI, 2007-17
- Future growth will be slow
- Newspapers segment accounts for largest share of RoI market
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- Figure 13: Estimated advertising revenues, by segment, RoI, 2012
- Search advertisements account for the largest part of RoI online expenditure
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- Figure 14: Estimated online advertising expenditure, by format, RoI, 2012
- Online advertising is tops in NI
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- Figure 15: Estimated advertising revenues, by segment, NI, 2012
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- Figure 16: Agreement with the statement ‘I worry about the effect of advertising targeted towards children’, by internet usage, NI and RoI, June 2012
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Facebook makes brands tell stories
- KitKat crowdsources latest flavour
- Outdoor advergaming
- RSPCA enters mobile phone arena
- Mobile first
Companies and Products
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- Omnicom Group Inc.
- Irish International (IIBDO)
- Owens DDB
- Cawley Nea\TBWA
- WPP
- Ogilvy & Mather Ireland
- MEC Ireland
- The Brand Union
- DDFH&B Advertising
- Interpublic Group of Companies (IPC)
- McCann Erickson
- Publicis Groupe
- Leo Burnett
- Publicis QMP
- Young Euro RSCG
- Carat
- Rothco
- CBS Outdoor
- JCDecaux Ireland
- Lyle Bailie
The Consumer – Usage of Advertising
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- Key points
- Television has the greatest reach
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- Figure 17: Types of advertising that consumers pay the most attention to, NI and RoI, June 2012
- Three quarters of Irish consumers pay attention to TV advertising
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- Figure 18: Consumers who pay the most attention to television advertising, by age and gender, NI and RoI, June 2012
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- Figure 19: Consumers who agree with the statement ‘I prefer to watch television programmes at the time they are broadcast, rather than record them’, NI and RoI, 2007-11
- Sponsorship of TV shows catches the eye of one in five
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- Figure 20: Consumers who pay the most attention to sponsorship of TV shows, by gender, NI and RoI, June 2012
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- Figure 21: Top ten viewed TV programmes in the UK, 2011
- Little change in consumers who notice product placement
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- Figure 22: Consumers who pay the most attention to product placement in TV shows, NI and RoI, August 2011 and June 2012
- Newspapers and magazines second most effective medium of communicating with Irish consumers
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- Figure 23: Consumers who pay the most attention to newspapers/magazines, by age, NI and RoI, June 2012
- Dwindling readership of print media?
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- Figure 24: Trends in the readership* of national daily newspapers**, 2001 and 2011
- One in five value colour supplements
- Radio advertising stronger in RoI
- Rural consumers more likely to listen to radio advertisements
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- Figure 25: Consumers who pay the most attention to radio advertising, by location, NI and RoI, June 2012
- Mature consumers more inclined to pay attention to direct mail
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- Figure 26: Consumers who pay the most attention to direct mail, by age, NI and RoI, June 2012
- Six in ten would prefer not to be on mailing lists
- Younger consumers more likely to notice outdoor advertising
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- Figure 27: Consumers who pay the most attention to outdoor advertising (billboards, posters, etc), by age, NI and RoI, June 2012
- Irish consumers claim to pay little attention to online advertising...
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- Figure 28: Consumers who pay the most attention to online advertisements, NI and RoI, June 2012
- …but it can be effective, whether consumers know it or not
The Consumer – Interactions with Advertising
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- Key points
- High level of advertising avoidance
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- Figure 29: Agreement with statements relating to advertising, NI and RoI, June 2012
- High level of consumers skip advertisements
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- Figure 30: Agreement with the statement ‘I fast forward through television adverts’, by social class, NI and RoI, June 2012
- Finding new ways to encourage consumers to watch advertisements
- Many feel bombarded by advertising
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- Figure 31: Agreement with the statement ‘I feel bombarded by advertising’, by gender and location, NI and RoI, June 2012
- Exposure getting higher
- Overexposure?
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- Figure 32: Agreement with the statement ‘I feel advertising has little effect on me’, by gender and age, NI and RoI, June 2012
- Bargain hunters look to advertising
- Are advertisements unrealistic?
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- Figure 33: Agreement with the statement ‘Products are never as good as advertisements make them look’, by gender, NI and RoI, June 2012
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- Figure 34: Gender of main shoppers, NI and RoI, 2011
- Managing expectations
- Tickling the funny bone a sure way to enhance advertisement recall
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- Figure 35: Top ten most liked advertisements in the UK, 2011
The Consumer – Attitudes towards Advertising
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- Key points
- Little love for pop-up advertisements
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- Figure 36: Agreement with statements relating to advertising, NI and RoI, June 2012
- Many hate pop-ups
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- Figure 37: Agreement with the statement ‘Online pop-up adverts annoy me’, by gender and age, NI and RoI, June 2012
- A third see advertising as a necessary evil
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- Figure 38: Agreement with the statement ‘Advertising is a necessary evil’, by age, NI and RoI, June 2012
- Most direct mail goes straight into the bin
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- Figure 39: Estimated level of direct mail sent, addressed and unaddressed, UK, NI and RoI, 2009
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- Figure 40: Agreement with the statement ‘I worry about the effect that discarded junk mail has on the environment (ie landfills)’, by gender, NI and RoI, June 2012
- A quarter of Irish consumers have had their names taken off mailing lists
- A third see advertising as invasive or interruptive
Consumer Typologies
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- RoI target groups
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- Figure 41: Consumer typologies, RoI, June 2012
- Overwhelmed
- Uninterested
- Up-to-Date
- Worried
- NI target groups
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- Figure 42: Consumer typologies, NI, June 2012
- Informed
- Disengaged
- Uninformed
- Bombarded
Appendix
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- RoI
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- Figure 43: Types of advertising consumers are most likely to pay attention to, by demographics, RoI, June 2012
- Figure 44: Types of advertising consumers are most likely to pay attention to, by demographics, RoI, June 2012 (continued)
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- Figure 45: Agreement with statements relating to advertising, by demographics, RoI, June 2012
- Figure 46: Agreement with statements relating to advertising, by demographics, RoI, June 2012
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- Figure 47: Agreement with further statements relating to advertising, by demographics, RoI, June 2012
- Figure 48: Agreement with further statements relating to advertising, by demographics, RoI, June 2012 (continued)
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- Figure 49: Consumer typologies, by demographics, RoI, June 2012
- Figure 50: Types of advertising consumers are most likely to pay attention to, by consumer typologies, RoI, June 2012
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- Figure 51: Agreement with statements relating to advertising, by consumer typologies, RoI, June 2012
- Figure 52: Agreement with further statements relating to advertising, by consumer typologies, RoI, June 2012
- NI
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- Figure 53: Types of advertising consumers are most likely to pay attention to, by demographics, NI, June 2012
- Figure 54: Types of advertising consumers are most likely to pay attention to, by demographics, NI, June 2012 (continued)
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- Figure 55: Agreement with statements relating to advertising, by demographics, NI, June 2012
- Figure 56: Agreement with statements relating to advertising, by demographics, NI, June 2012
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- Figure 57: Agreement with further statements relating to advertising, by demographics, NI, June 2012
- Figure 58: Agreement with further statements relating to advertising, by demographics, NI, June 2012 (continued)
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- Figure 59: Consumer typologies, by demographics, NI, June 2012
- Figure 60: Types of advertising consumers are most likely to pay attention to, by consumer typologies, NI, June 2012
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- Figure 61: Agreement with statements relating to advertising, by consumer typologies, NI, June 2012
- Figure 62: Agreement with further statements relating to advertising, by consumer typologies, NI, June 2012
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