7129_8-15_160608.qxd 10/6/08 17:13 Page 12
>
IN BRIEF
CAMPAIGN ROUND-UP
Call 11890 has kicked off its Summer Freedom free service ad cam-
Report predicts
paign, which will see an investment of up to €1m. It estimates it will
handle between 180,000 and 200,000 calls a week throughout the
campaign. net-ad threat to
Energy drink Powerade launched a €1.5m marketing cam-
paign in May, starting with a new TV ad with the tag line ‘Never
traditional media
Give Up’.
Guinness and Bushmills have signed up as commercial partners
for next year’s British and Irish Lions Tour of South Africa. Diageo
has chosen Guinness as the team’s official beer, while Bushmills
With close to 900,000 peo-
Irish Whiskey will be the official spirit.
ple now with broadband
Bord Gáis is launching its first marketing campaign to target
connections, the internet
business electricity users. The campaign will span five months and
market in Ireland is
becoming the mass mar-
is expected to involve a spend of just under €800,000.
ket that may replace the
National Irish Bank has launched a €1m loan-to-value mortgage
increasingly fragmented
advertising campaign to highlight the product’s low interest rates.
TV sector in terms of
Halifax will not be renewing its sponsorship of The Late Late
advertising spend, a new
Show at the end of the current season.
report claims.
Premier Foods Ireland is spending €2m on marketing the
The latest State of the
changeover from the Campbells brand to Erin.
Net report from Amas,
Cable operator UPC is to invest
Aileen O’Toole
€2.5m in the next three months
published in conjunction
in a high-profile marketing campaign aimed at boosting demand
with the Irish Internet Association, said that broadband
for its triple-play services.
subscriptions in Ireland are likely to break through the
one million barrier this year. Two thirds of Irish homes
IAB Ireland relaunch
now have a PC, and increasing numbers of Irish busi-
nesses are using services like Skype as well as mobile
broadband services.
In its focus on online marketing, Amas predicts a sig-
After petering out in 2003, the Irish branch of the Interactive
nificant change in ad spending, with the internet becom-
Advertising Bureau (IAB) has re-emerged and received the
ing the prime advertising medium.
support of 60 media bodies and ad agencies in Ireland.
The UK Internet Advertising Bureau has predicted that
Set up in 1999 by Simon Ferguson of Sales Online and
online advertising will become the primary channel after
publisher Damian Ryan, the IAB in Ireland was a casualty of
2010. In the UK, online advertising was worth £2.8bn
the dotcom bust but had also struggled to get a clear pic-
sterling in 2007, a 106pc increase in just two years.
ture of online ad spend, as not all media suppliers would
Online now accounts for 15.3pc of all advertising spend
submit data. According to Ferguson, this time around there’s
and has overtaken traditional media like radio and
a greater appreciation of the importance of online advertis-
regional newspapers. The online advertising category,
ing, and gaining a clear picture of ad spend and brand value
which includes display, search, classifieds and email, is
in the Irish marketplace has a wider appeal.
now in third place in the UK, behind press at 19.9pc and
“We currently measure display advertising through the
TV at 21.8pc.
Institute of Advertising Practitioners in Ireland (IAPI) as well as
“Ireland is playing catch-up but there are strong indi-
media suppliers, but it is hard to get all suppliers to submit
cators that Irish marketing professionals are shifting their
data,” says Ferguson. “Our mission is to continue to work in
budgets online,” said Aileen O’Toole, managing director
conjunction with IAPI to establish total spend across the
of Amas. “This is good news for online publishers but
entire advertising industry, in particular search and display
less so for traditional media. Based on experiences in
advertising. We are looking for media owners, advertising
other countries, press and TV could lose out as advertis-
agencies, research companies and marketing agencies to
ers divert their spend online and realise the value, reach
join in establishing a complete picture.” and accountability of online advertising and marketing.”
12 Marketing Age Winter ’07g Age May/June ’08e
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92