> IN BRIEF
Guidelines agreed for measuring mobile ads
Standardised metrics for measuring mobile ads globally have been agreed by the IAB and the Mobile Marketing Association (MMA). TheMobileWeb AdvertisingMeasurementGuidelines,whichwere
developed by the two industry bodies with the help of the Media Rating Council (MRC) and took more than a year to finalise, are designed to provide a framework to govern how ad impressions are counted on the mobile web. “The Mobile Web Advertising Measurement Guidelines will help
marketers accurately assess the delivery of ads within mobile web- sites and offer a clear way to count ad impressions, assuring them that their advertising messages are reaching mobile consumers,” explained Anna Bager, vice-president and general manager of the IAB Mobile Marketing Center of Excellence. “Brands and their agencies will be further encouraged to devote
resources towards marketing campaigns unique to the mobile web- reaching customers at critical times in the purchase cycle, enhanc- ing brand relationships or providing critical information through mobile marketing,” said Greg Stuart, president and CEO, MMA.
OUT-OF-HOME ADS WORTH €200M IN 2010
Diageo had the highest level of out-of-home display advertising in Ireland during 2010 at almost €11m, according to a new PML overview of the market based on figures from its Posterwatch Service. At just over €6.4m, Meteor had the highest display value for
a single brand, PML said. The total display value of the Irish out-of-home market in
2010 was just under €200m. PML said the 2009 figure was €203.2m but, because that year included an extra one-week cycle, concluded that the value of the market was static in 2010. The company noted that these values are based on rate card
and include all display, whether paid for or not. In real terms, therefore, the market was slightly down on 2009 and about 25pc down on its peak in 2008. PML also revealed that the Irish ambient advertising market
was worth €28.4m in 2010, with beers and ciders the biggest spending category and Vodafone the top spending brand. According to PML, beers and ciders category had a display
value of €4.96m in 2010, representing 17pc of the total ambi- ent adspend. Vodafone was the top spending brand in the sec- tor in 2010, with a display value of €1.57m.
16 Marketing Age Volume 5 Issue 1 2011 Simplicity pays for brands
McDonald’s and Nokia have come out on top of a cross-market consumer survey to discover which brands offer simple experi- ences and interactions. The survey also reveals that consumers want to simplify their lives and are willing to pay up to 6pc more for brands offering greater simplicity. The highest scoring brands in the first annual Global Brand
Simplicity Index – which included Amazon, KFC, Burger King, Walmart, Pizza Hut, Starbucks, Boots and Subway in the top 10 – were found to make people’s lives simpler by: communicating directly, clearly and without jargon; reducing stress by providing savings/value; saving time by increased convenience and acces- sibility; facilitating ease of use and interactions; and enabling con- sumers to get more from life. “The message to brands competing for increased revenue,
market share and consumer loyalty is obvious,” says David Srere, co-CEO and chief strategy officer, Siegel+Gale, which carried out the survey. “Clarity and transparency pays. Food and retail brands like McDonald’s and Amazon that communicate simply and direct- ly will continue to reap financial rewards and gain loyalty in the process, while industries like insurance and banking that don’t embrace simplified communications will continue to struggle in the global marketplace."
NEWSROUND-UP
Digital Research Group (DRG) announced it is serving 52 million ads a month on its
Adforce.ie mobile advertising network.
Londis became first sponsor of IrishComeDineWithMeon TV3. Vauxhall was named the title sponsor of Northern Ireland’s international teams.
Eircom.ie and
DoneDeal.ie partnered on classifieds channel. Calor launched a €1.5m marketing campaign. Epson appointed Hill & Knowlton for its Irish PR. UPC appointed Irish International as creative agency for three years.
Littlewoods and Eurospar joined forces for a loyalty card promotion.
Outgoing minister for communications Pat Carey approved five RTÉ digital channels for Saorview.
Cooley rolled out its first global airport promotion. Flahavan’s announced a €270,000 spend on its latest campaign. H+A bought Impact Media for an undisclosed sum.
Brian Healy, CEO, H+A Marketing + PR; Niall McGarry,managing director, Impact Media; and Pat Kierans, director, H+A Marketing
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