Buzz is The Irish Sun’s new Saturday Magazine, which launched on September 18. The Launch of Buzz has been described as the “most significant magazine
development in the Irish Market”. Buzz is free with The Irish Sun on Saturdays, and replaces the existing TV Mag. It will feature TV news and big name celebrity interviews, alongside fashion, beauty and real life stories and a revamped TV listings section. Jane Johnson, The Irish Sun’s associate editor who launched Closer Magazine in the UK and the Irish News of the World’s Fabulous magazine, heads up this new initiative for News International. Jane commented: “We’ll feature a unique take on all the top shows from the X- Factor to Emmerdale from the Apprentice to the Inbetweeners. Plus, Buzz will be shopping heaven. Our Lifestyle pages will be filled with what’s new in fashion, beauty and entertainment, making it an unmissable weekly read”.
The magazine is promoted by a heavyweight marketing campaign entitled ‘Entertainment Bottled’ with a target audience of females between 18-44 years old.
MOBILE internet services company Digital Reach Group (DRG) has agreed a partnership with the commuter freesheet ‘Metro Herald’ to provide Quick Response (QR) codes as part of the newspaper’s advertising portfolio. QR codes are barcodes embedded in advertisements that can be scanned by a reader using their smartphone to access extra information on their phones. As well as giving users additional content, a simple point and scan can enable them to download mobile apps, enter competitions, receive a special offer or voucher, call or text. “This will give our newspaper a unique product and service that we can offer directly to advertisers and agencies,” said Paul Crosbie, managing director of ‘Metro Herald’.
In Ireland, QR Codes from DRG have already been implemented for a range of brands through ‘Metro Herald’. Sunway, Samsung, Carlsberg, and Jameson have all integrated them as part of ad campaigns in the past six months. Worldwide, a range of well-known brands, including Ford, Google, Pepsi and Starbucks,
have also used QR codes.
Last week, comScore announced the acquisition of Nedstat, a leading provider of global analytics and online optimization based in Amsterdam. The Netherlands ranked #1 among all Internet markets in terms of LinkedIn penetration (i.e. the percent of Internet users visiting the site) at 15.2%. Interestingly, this popularity was also evident in a handful of surrounding countries in Europe including Ireland (14.7%), Denmark (12.1%), Belgium (10.0%) and the U.K. (9.4%).
Top Ten Countries b
y Web Penetration.
Source: Comscore July 2010
This month saw the release of the ‘Visit Dublin’ app on the App Store. Costing €2.99 the app is designed to be the definitive guide to Dublin for any tourist, or even Dublin based hermits with an iPhone. The app covers everything from ‘What’s Nearby’ to ‘Daily Bulletins’ and even nearby ‘Special Offers’. There’s heavy use of GPS within this app, making it quite engaging for users. For instance, the What’s Nearby feature, all the user has to do is point their iPhone in a given direction, the app will provide a list of potential landmarks listed by distance away. Alternatively, you can pick a location you want to visit and the app will direct you by a compass, probably not the ideal solution given Dublin’s layout being filled with random alleys and one way streets. Sadly, for the sense-of-directionless people out there, the app doesn’t provide directions overlaid on a Google map that most have grown to know and love, or even in some cases depend on. 
As with most new apps of late, it’s not an app unless it’s got some level of Augmented Reality. Visit Dublin was sure not to leave this box unchecked, as when you choose your destination and turn your phone on its side, the camera opens up and overlays the location of Leprechaun museum you chose.
Although it’s not perfect, it’s cheaper than some cups of coffee, it can useful for finding local events in Dublin if you’re feeling touristy or even finding out some history of the buildings we walk past every day. No more will tourists know more about our city than we do.
It looks like the IAPI ADFX Awards/10 is almost a complete sell-out. According to IAPI tables are left for the awards which are being held on the 14th of October in the Shelbourne Hotel. “The demand reflects the importance of the ADFX Awards” says Aisling Conlon, Client Service & Events Manager with IAPI. Lord David Puttnam will be this year’s guest speaker at the bi-annual IAPI ADFX Awards.
Puttnam, who was knighted in 1995, is one the UK’s most high profile entertainment figures having worked on a number of box office hits like Bugsy Malone, Midnight Express, Chariots of Fire, Local Hero, Memphis Belle, The Killing Fields and The Mission. He is also chairman of the London-based digital agency Profero. The final date for booking a table is October5th 2010. “In recognition of the times we live in, IAPI has increased the size of the table from 10 to 12, while decreasing the cost from €2,800 to €2,000 making it better value,” says
Aisling Conlon. Table bookings can be made at www.adfx.ie and the awards will be followed with entertainment provided by “House Party.” The ADFX Awards/10 are kindly sponsored by Associated News, IMJ, The Star, The Irish
Independent and RTE Media Sales.
TGI helps you target niche groups such as third-level students…
The proportion of Irish adults with a university degree has increased from 7% to 14% over the past five years, reflecting efforts to increase access to higher education. 580,000 Irish adults (aged 18+) are currently studying for an educational qualification. The 18-24 age group make up 45% of this total. However, older people are returning to education to beat the recession. 29% of those who started university in the last 12 months were aged 25-44, up from 18% on our 2009 data release. Younger students aged 18-24 are twice as likely as the average adult to use the internet for at least 30 hours a month and 150% more likely to be heavy cinema-goers (once a month or more). This group are also 35% more likely to have heavy poster exposure due to regular travel of at least nine hours a week. Students in this age range are a key group for viral marketers. They are 125% more likely to talk to many others about alcoholic drinks, 80% more likely to talk to many others about toiletries and mobile phones, and 70% more likely to talk about clothes. They are also 65% more likely to talk about TV / video / audio – and tend to be early adopters of new technology. More than a third have an MP3 docking station at home (index 230), they are twice as likely to have a netbook and 60% more likely to have a mobile phone with internet access. Entertainment is central to the lives of this demographic. Almost two-thirds like to listen to new bands, one-third are the main user of a games console and they are 30% more likely to have a Nintendo Wii.
Sport is also important. Students aged 18-24 are 30% more likely to watch sport in a pub or bar and around three times as likely as the average to play Gaelic Football or soccer. They are 60% more likely to use a private gym. Sponsorship may be an efficient way to reach them. Members of this group are 70% more likely to ‘tend to buy’ from companies who sponsor sports and 40% more likely to buy from companies who sponsor TV programmes. Celebrity endorsement is also an option. Students aged 18-24 are 130% more likely to agree that celebrities influence their purchase decisions, and – perhaps surprisingly – 55% more likely to think that people in authority can be trusted.
Base: All adults 15+ Source: Northern Ireland TGI 2010
Jan-Jul 2009 V 2010 had a marginal increase of 1% YoY. Radio had the biggest decline, down 10% YoY. Press shows a growth YoY, up 6.5% vs same period last year. TV saw a 6% drop, Outdoor a 4% drop and Cinema was up 4% YoY.
Source: Nielsen Ad Dymanix 2010
As you all know by now Mark has moved on from Vizeum. We would like to finish up by saying that he is sorely missed and all of us at Vizeum would like to wish him the very best in the future. Com’on the Rovers
Thanks to RTÉ for this month’s prize of two tickets to see Meat Loaf on Sat 18th Dec.
To Win – Just answer the following question: (clue – read on) What is the name of the new Jameson creative?
Email your answer to ciara.mahon@vizeum.com before Oct 25th for a chance to win.
