> IN BRIEF
O'Driscoll most admired sports star – Onside
Brian O’Driscoll has been revealed as Ireland’s most admired sports star for the second year in a row in the annual Onside Sports Star Monitor. According to Onside Sponsorship, which conducted the survey, O’Driscoll was named by one in four Irish adults as the Irish sports personality they most admire in recent years, representing a three-fold increase in his score in as many years. Regarding O’Driscoll’s endorsements deals, Onside
Sponsorship’s managing director, John Trainor, noted that his “brand is clearly being handled well, with his media appearances and endorsements professionally managed, ensuring he maintains his broad appeal to the Irish public off and on the field”. Ireland’s golfers, meanwhile, collectively achieved strongest year- on-year growth in terms of the Irish public’s admiration.
Online accounts for 10pc of Irish adspend – survey
Online advertising expenditure in 2009 reached €97.2m – or just over 10pc of total adspend – according to a new study from IAB Ireland and PricewaterhouseCoopers (PwC). The online adspend study noted that the second half of 2009 was stronger than the first, with the value of online advertising increasing from €48m in the first six months to €49.2m between July and December, despite sharp declines in news- paper, television and radio advertising revenues during the year. The study also revealed that search represented 46.2pc of Irish online adspend. Irish classified and display formats achieved a 27.2pc and 26.6pc share respectively. With a 25pc share, the combined recruitment and property sectors were found to be the biggest spenders on online adver- tising, followed by autos at 20pc. Three-quarters (75pc) of study participants predicted growth or strong growth for online adspend in 2010. “2009 was a very challenging year for the Irish advertising industry,” said Suzanne McElligott, chief executive of IAB Ireland. “Online’s strong performance in this, our benchmark study, provides great confidence for the future growth of our medium. The measurability of online campaigns and the oppor- tunity for advertisers to engage online with their target markets are powerful drivers of adspend as brands increase focus on return on investment in difficult economic times.” The total Irish advertising market is estimated to have been worth €940 million in 2009.
Email marketing 'still
resonates' – IAB UK Marketers planning email campaigns might learn a thing or two from Amazon, Tesco and Marks & Spencer, which have been named the UK’s favourite email marketers in survey carried out by the IAB and research partner iCD. Around a quarter of the poll of 1,000 people said that one or
more of the three brands would be those they’d ‘most like to hear from’ via email. According to the IAB, the results of the survey reveal that email marketing still resonates with consumers, with a third of people reporting that they became interested in a brand or product they weren’t previously aware of as a result of an email. The research found that consumers are drawn to emails offer-
ing promotions or money off, with 66pc of respondents stating that they like to hear from brands because they have good offers. The study also indicates that many consumers see email as a
way of keeping in touch with brands they already like and fre- quently buy from, with 60pc using email to receive information from their favourite brands, and over half (52pc) of consumers saying they like to receive emails relating to products and services they regularly pay for. The majority of consumers also revealed that they prefer to receive simple, straightforward and useful emails. “Email is a key element of the marketer’s armoury, yet it
remains essential that brands remember what resonates most with consumers when planning email campaigns,” said Guy Phillipson, CEO of the IAB in the UK. “We know that email is still an important part of people’s daily lives, but this research shows that as online evolves into a more multitasking experience, a simple, strong promotion offering something of real value is what gets the best response.”
SOCIAL NETWORK ADVERTISING TO HIT US$1.7BN
Social network advertising on sites like Facebook and Twitter is expected to reach 6.7pc of all online advertising taking place in the US this year, according to research from eMarketer. The research firm estimates that US advertisers will spend
US$1.68bn on social networking sites this year, an increase of more than 20pc from 2009. Spending will rise even further by 2011 to more than US$2bn. In December 2009, the company forecast US$1.3bn in social
network ad spending for 2010. Strong performance from online ad spending in general, and Facebook in particular, has resulted in the increased forecast. Facebook will receive half of all social network ad spending in
the US while MySpace continues to diminish in importance. Twitter, which finally launched its ad business earlier this year, is incorporated into eMarketer’s forecast for the first time. While spending on the micro-blogging service will be low in
2010, the potential for 2011 and beyond could be dramatic if it proves that its ‘resonance’ model of measuring advertising effectiveness works.
16 Marketing Age Volume 4 Issue 3 2010
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