1. Social Supplants Search For Content Discovery, Millennials Twice As Likely To Get News That Way
Starcom’s Take: It comes at no real surprise that Millennials are receiving their content through social channels. Publishers are receiving more traffic through their social pages than through their home pages. It is important to consider this when planning campaigns for clients. Depending on the publisher, a social page takeover may be more suited than standard home page takeovers.
2. Nielsen to introduce digital ad ratings to Ireland from October
Starcom’s Take: Comparable measurement between traditional and newer platforms is so important but is something we are currently lacking in the Irish market. It will likely take a number of years before this system is in place where we will be able to fully integrate this. However, it is great to see Nielsen have taken the initiative.
3. Europe online adspend tops TV
Starcom’s Take: To see online spend surpass TV spend is a sign brands are aligning their spend in accordance with where the audience and conversations are happening. This difference will likely grow as brands are increasingly putting higher emphasis on online channels versus TV. As Ireland is the fastest growing market it will be interesting to see the results of this report next year and see where we are YOY.
4. Ads prove ‘welcome distraction’ for 75% of Dublin commuters
Starcom’s Take: This research shows how the rail commuter group are frequent travellers and like to see advertising. They have plenty of exposure and time, on average, making it good for brands to showcase to this group.
5. Google Debuts Gboard To Aid Search, Send
Starcom’s Take: 2016 is the year of the GIFs and Google are looking to capitalise on this. GIFs have become a form of communication, especially in the younger demographic. Facebook introduced GIFs into Messenger last year and has seen huge interaction with the feature. This new feature can only be used on Google products through iPhones.