March 1st – There’s lots here too. Report by Luke Reaper on the “resilient Irish” as things tighten and a new three-part docuseries will launch on Sky Crime on Sunday, 5 March. Dublin Narcos tells the story of the increase in addiction, violence, and organised crime during 1980s and 1990s. The new Virgin Media (ironically) own take on a summer dating series but it’s like we’ve seen before. Virgin Media’s brand-new series Grá ar an Trá is coming and they’re currently on the hunt for singletons to be in the series.
Irish people took over 20.4 million public journeys in the first month of the year. That is 64% up on the January 2022 figure of just under 12.5 million and over four times that recorded in 2021. Good news for ‘Global’ and transport advertising which yes, we have on the eh, “platform” here. Cinema news, Digital news, Audio News – have a look.
February 20th – Given the unpopularity (!) about having to Register in order to book media, we have dropped it. So now you just book and pay for media without the need to join.
That said, once you do, you’ll receive a message suggesting you sign in for your Dashboard. Yes it’s free, always has been, always will be.
You don’t have to, but you should, because that’s where you can upload copy and maintain your orders.
It makes it all easy – but now it’s an option, not a requirement. But honestly, truthfully it’s better if you do. And no, we don’t use your data anywhere for any third party, ever. We just don’t do that but we want to make Admatic as easy as possible for you. Always with our thanks too.
Feb 20th – Irish soccer, huge audiences and The Euros are BIG on RTE 2.
So RTE have a sponsorship package but it’s a big ask – albeit negotiable. If you’re interested in all of any of the matches, ask us. We’ll do it for you.
February 20th – This is the ‘bible’ of Radio listenership. It’s a survey of all of those who listen to radio and therefore helps us and you, to target radio advertising. Slight changes but you’ll see it all here. Considering Radio Advertising? Have a look but we know it too….085 7100458.
Feb 14 – Media News from our friends at UM. Great information on the Cost of Living issue, Virgin Media Spring Schedule, Six Nations rugby, OOH and Cinema. Worth a look!
The Media Awards 2023 are now open for entry with the closing date for entries set for March 21 at 5pm.
The gala black-tie Awards night will once again take place in the RDS on April 27 2023.
This year the organisers have introduced a new category – the Best Sustainability Initiative. The category is open to all organisations and looks to recognise and reward a change, campaign, project or event (internal or external) that has enhanced the environmental credentials of the company or brand.
Over the coming weeks, a panel of Irish and international judges will be appointed to the judging panel. Judging is scheduled to take place between April 19-21 with the winners announced the following week at the award ceremony.
Last year, 620 people attended the Media Awards 2022 in the RDS, the first in-person event since 2019. Last year’s winners included PHD, which won Media Agency of the Year, Omnicom, which won Network of the Year and Rollercoaster.ie which scooped Media Brand of the Year.
It’s hard to escape a conversation about advertising in 2023 without somebody mentioning the short-form video sharing platform that is TikTok.
With around one billion users around the world and an estimated 2.5 million users in Ireland, the 10-year-old business has been slowly muscling its way into the social media advertising schedules, nibbling away at the advertising budgets that almost exclusively winged their way into the coffers of established giants like Facebook, Instagram and YouTube.
The company, part of the Chinese-owned ByteDance, is notoriously secretive and does not disclose any financial information but some industry analysts, like Insider Intelligence, estimate that it is on course to clock up $18bn (€16.36bn) in advertising revenues this year, rising to $23.6bn in 2023. If it can continue this momentum, advertising revenues for 2024 are likely to be three times those of Twitter and Snapchat combined.
But further context is necessary. Facebook pulled in about $27.8bn in advertising during the last quarter of 2022 while Google’s YouTube pulled in $7bn in Q3 of 2022. Between them, they still account for about 70pc of all social media advertising budgets globally, a position of strength that they will not cede willingly.
Despite this, TikTok’s growth does pose a clear competitive threat to the established hegemony. During a 2022 earnings call, Facebook’s founder Mark Zuckerberg mentioned TikTok no fewer than eight times during his presentation, a telling sign that he was concerned about his rival’s explosive growth.
On top of this many industry analysts and the media agencies that so often control advertising budgets have all upped their TikTok advertising spend forecasts by as much as 15pc-20pc this year. This is not additional spend but rather it’s coming from the likes of Facebook and Google.
While TikTok may not be for all brands, especially those that are unable to harness and understand its creative formats, there’s no shortage of Irish brands that have moved beyond dipping their toes in the water. These include the likes of An Post, Enterprise Ireland, Aer Lingus, Ryanair, Gas Networks Ireland, Bord Bia, Cairn Homes, Dublin Bus, Flahavan’s, Audi Ireland, Valeo Foods, FBD Insurance, Virgin Media and SSE Airtricity. Meanwhile, Government departments such as the Department of An Taoiseach, the Department of Health and the Department of Foreign Affairs have also spent money on it.
Beyond advertising, TikTok would also appear to be muscling in on the digital search market, one which Google has maintained its vice-like grip on for years. In the same way consumers are turning to the likes of Amazon to research and buy products and Instagram to keep up with certain trends, TikTok has also put down a marker in this space as a discovery tool, a move that could also lead to the introduction of live shopping. In China, for example, TikTok’s sister company Douyin has already built a thriving e-commerce business on the back of its social media offering by allowing users to buy products and services they see in the videos they watch. For some brands, particularly those operating in the direct-to-consumer space, this could be a game-changer.
Even though TikTok likes to be known as an entertainment company – as opposed to a social media one – it will still face many of the challenges its rivals have. Far from the dancing nurses, the singing priests and the home-cooking heroes that made it popular during the lockdowns of 2020 and 2021, TikTok will always have to grapple with the seedier and sometimes sinister side of the social media ecosystem. This is well-worn terrain for scammers, deepfakers, far right extremists and porn peddlers, most of which are adept at staying two steps ahead of the compliance and safety teams in what seems like a never-ending game of whac-a-mole.
For the vast majority of users, much of this will go unnoticed or be seen for what it is. For advertisers, meanwhile, it will be all about reaching and engaging with new audiences in a different way. So far, TikTok would appear to be delivering.
Every booking before 5pm March 31st 2023 will receive a 200 euro All Gifts voucher delivered within 7 days to the email you registered with. You can see the vouchers here https://www.allgifts.ie
So once you book, we ask for your email as normal to confirm the booking and that’s the email your voucher will be sent to.
You don’t have to do anything – it will just arrive within 7 days.
You can of course, make one, or multiple bookings and the vouchers will still apply (we won’t trick you!).
But there’s one condition that there’s a minimum spend of 500 euro and that’s it.
Any bookings over 5k will receive a 500 euro voucher and bookings over 10k will receive a 750 euro voucher.
If this is as successful as we think (our January Sale was great, February was great too!) we may withdraw it at any stage before March 31st and if so, it’ll simply end and come off the platform. But if you see it here when you book, it’s live.
If you need any clarity ask Stuart@Admatic.ie or 085 7100458.
From Adworld Jan 20th. But if you’re interested in Six Nations packages – Ask us.
“With a big year in store for Irish rugby with the Guinness Six Nations kicking off in two weeks and the RWC2023 scheduled to take place in France later this year, a bit of broadcasting history was made off the field this week when Virgin Media Television and RTÉ teamed up for a commercial partnership to deliver all Ireland’s Six Nations matches on a free-to-air basis.
Details of the commercial partnership were unveiled this week at an industry gathering with key advertisers and media buyers from agencies there for the historic occasion.
While this is the second year of the broadcast partnership it is the first time that both broadcasters have come together to offer joint advertising packages.
As part of the collaboration, the Guinness Six Nations Men’s Rugby coverage on both RTÉ and Virgin Media Television will be sponsored by Vodafone
The Guinness Six Nations kicks off on February 4 with Ireland’s opening match against Wales and it will conclude on March 18 with the final match of the tournament – Ireland versus England in the Aviva Stadium
Speaking about the commercial partnership, Ian Byrne, director of digital & commercial enterprises, Virgin Media Television said: “Firstly, I would like to thank our advertisers and clients for their support in 2022, particularly as we enter the second year of this very successful collaboration with RTÉ Media Sales.
“Virgin Media Solutions is delighted with the results in 2022 and more importantly with how well we have worked together to make sure we deliver a seamless Six Nations Tournament experience for our clients and advertisers. The tournament itself performed excellently in 2022, reaching 2.5m viewers and delivering an average share of viewing of 41% for all matches and a 59% share of viewing for Ireland matches. This year both sales houses have continued developing the shared proposition and there has been plenty of constructive dialog behind the scenes to ensure this concept delivers for all local Irish TV broadcasting stakeholders in 2023 and for any future opportunities that RTÉ and Virgin Media Television may work on together in the future.”
Geraldine O’Leary, commercial director, RTÉ adds: “I am absolutely delighted that we got to celebrate the overall collaboration between RTÉ and Virgin Media Television and to mark the importance of the commercial partnership. It was a special day, and we were delighted to share the occasion with valued agency and client partners.”
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