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Mindshare 10 x10 trends for 2010 and 2011

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Mindshare 10 x10 trends for 2010 and 2011

  1. N TE X N TE 100 POINTS YOU NEED TO KNOW ABOUT CONSUMERS, MEDIA AND DIGITAL IN 2011 DECEMBER 2010 !
  2. M 10 x 10 T R A N S P A R E N C Y T R I U M P H |   B A C K T O T H E P A R I S H |   O W N E R - L E S S |   P R I C I N G P A N D E M O N I U M |  CONNECTED IRELAND |  E-STATUS STORIES & SYMBOLS |  MEDIA MASH-UPS |  TARGETING SOCIAL |  LOCATION, LOCATION, LOCATION |  DE-TECHING |  THE RISE OF DSPS | YOUR GRANNY ON FACEBOOK | LOCATION TO REMAIN NICHE | SMARTPHONE PENETRATION TO HIT ONE MILLION | DIGITAL ADSPEND TO REACH 20% OF TOTAL | GROUPON TO BECOME POPULAR IN IRELAND | IAD WILL BE TOO EXPENSIVE FOR IRISH MARKET | APP SPONSORSHIP REPLACING APP DEVELOPMENT | BBC IPLAYER WILL LAUNCH IN IRELAND | AND EVEN MORE EMPHASIS ON ACCOUNTABILITY | Y O U T U B E : M O R E T H A N ʻ F U N N Y C A T V I D E O S ʼ |   F A C E B O O K : S E A R C H F O R Y O U R E X , B O S S O R M U M |  HUNCH: YOUR ANSWER, IT RECOMMENDS |  URBANSPOON: FIND LOCAL RESTAURANTS |  TAPTU: S E A R C H W H A T ʼ S T R E N D I N G I N R E A L - T I M E |   W I K I H O O D : A P P G I V E S W I K I I N F O O N L O C A L I T Y |  DAFT: SEARCH FOR A NEW HOME VIA GEOLOCATION |  SCANLIFE: SCAN A BARCODE AND COMPARE P R I C E S |  SHAZAM: DONʼT KNOW THE SONG, SHAZAM IT! |  GOLDEN PAGES: YEE OLDY T R A D I T I O N A L   | I P A D |   B R I A N C O W E N |   R U B B E R B A N D I T S |   O V E R 3 M I L L I O N V I E W S O N Y O U T U B E |  FADE STREET |  IVOR CALLELLY |  TOYOTA RECALL |  TIGER WOODS |  BRITISH ELECTIONS LEADERS DEBATE |  HUNKY DORYS | RBS 6 NATIONS |  RBS IN 53% OF 19,903 MENTIONS OF 6 NATIONS |  1.4 MILLION VIEWS OF LATE LATE TOY SHOW  HIGHEST RATING PROGRAMME IN 14 YEARS |  LIVE SOAPS :  CORRIE AIRED THE FIRST LIVE SOAP ON 2ND DEC |  12 MINUTES OF ADVERTS PER HOUR |  TV3 INCREASED MINTAGE THIS YEAR |  LIVE TV ADVERTS:  LIVE DENNY A D V E R T O N C H R I S T M A S D A Y |   S O C I A L V I E W I N G :   I N C R E A S E I N T W E E T I N G W H I L E W A T C H I N G T E L L Y |  8 M I L L I O N R T E P L A Y E R I M P R E S S I O N S P E R M O N T H :   I N D E C E M B E R , V I E W E R S H I P O N L I N E P E A K E D |  9 | 10PM IS BUSIEST RTE PLAYER TIME PERIOD | VIEWERSHIP ONLINE WHILE PEOPLE ARE AT H O M E : D I G I TA L T E R R E S T R I A L T V W I L L L A U N C H I N 2 0 11 , A N E W P R O M I S E D R O L L - O U T D AT E | 6,146 TV HOURS BOUGHT BY GROUPM:1 IN 4 ADVERTS TV ADS AIRED |   6,872,872,894,000 T I M E S : M I N D S H A R E T V S P O T V I E W E D I N 2 0 11 |   8 5 % D A I LY L I S T E N E R S |   O N AV E R A G E O V E R 1 . 3 MILLION PEOPLE STREAMED RTE RADIO EVERY MONTH |  RADIO STATIONS IN IRELAND HAVE OVER 3 0 0 , 0 0 0 F O L L O W E R S O N F A C E B O O K . |   R E T A I L I S T H E T O P C A T E G O R Y O N R A D I O W I T H 2 2 % |  T H E R E A R E 6 D I G I T A L R A D I O S T A T I O N S I N I R E L A N D |   1 2 % O F R A D I O L I S T E N E R S L I S T E N O N L I N E |  ON AVERAGE PEOPLE LISTEN TO 3.9 HOURS OF RADIO PER DAY.|  ALL OF THE TOP 10 RADIO SHOWS LOST LISTENERS IN 2010 |  LISTENERSHIP OF LOCAL RADIO INCREASED 8% IN THE LAST YEAR|  MORNING IRELAND IS STILL THE MOST LISTENED TO SHOW IN THE COUNTRY | ON AVERAGE OVER 1.3 MILLION PEOPLE STREAMED | RTE RADIO EVERY MONTH | RADIO STATIONS IN IRELAND HAVE OVER 300,000 FOLLOWERS ON FACEBOOK. | RETAIL IS THE TOP CATEGORY ON RADIO WITH 22% |THERE ARE 6 DIGITAL RADIO STATIONS IN IRELAND | 12% OF RADIO LISTENERS LISTEN ONLINE | ON AVERAGE PEOPLE LISTEN TO 3.9 HOURS OF RADIO PER DAY. | ALL OF THE TOP 10 RADIO SHOWS LOST LISTENERS IN 2010 | LISTENERSHIP OF LOCAL RADIO INCREASED 8% IN THE LAST YEAR | MORNING IRELAND IS STILL THE MOST LISTENED TO SHOW IN THE COUNTRY | HARRY POTTER - LUAS HOGWARTS EXPRESS | SURF BAGGAGE RECLAIM | SMARTIES HALLOWE'EN | 3 MOBILE | QR CODES | RIVERROCK | COCA COLA | POLO INTERACTIVE | BORD GÁIS | QUALITY STREET | JAMESON | BROADSHEET TO COMPACT | PAPER TO DIGITAL | DECREASE IN CIRCULATION | NEWSPAPER APPS | INCREASED INVESTMENT IN PRODUCT OFFERING | IRISH CONTENT | CLOSURE OF REGIONAL TITLES | INCREASINGLY INNOVATIVE FORMATS | INCREASE IN ADDED VALUE | NEWSPAPER MERGERS | JUSTIN BIEBER: NEVER SAY NEVER | HARRY POTTER: AND THE DEATHLY HOLLOWS | THE HANGOVER 2 | TRANSFORMERS 3 | PIRATES OF THE CARIBBEAN 4: ON STRANGER TIDES | SPY KIDS 4 | THE SMURFS | JAMES CAMERON PRESENTS SANCTUM | PUSS IN BOOTS | ADVENTURES OF TIN TIN ! !
  3. Dear colleagues, Although it’s been challenging, at the close of 2010 we can look back and say with confidence that it’s been a very strong year for Mindshare. Our business has progressed in so many ways and I’m very proud to be able to say that our offering now is far stronger than it was at the start of the year. Our approach has been to listen to our clients and to understand the pressures they are under and therefore exactly what they need from their media partner. This has meant moving far beyond our traditional remit of media planning and buying and expanding our offering to create a real 21st century media company. However, we must do this while still delivering excellence in our main business of media planning and buying. This is underpinned by exceptional client service and continued investment in this area whether through resource, systems or procedures is central to our success. Our approach to trading – The Exchange - within Mindshare is a key point of difference. We were the first agency to identify the trading similarities between TV and Digital and we remain the only agency who trades these two crucial media within the same team. We firmly believe this is the right solution as we move away from a TV only discussion and towards an Audio Visual approach where content is increasingly viewed on a number of different screens. Trading in this way also takes the disciplines and procedures on TV, which have been perfected over many years, and transfers them seamlessly to Digital making it a much more efficient medium for our clients to engage with. Consumer Insight has been at the heart of this. The central idea has been to get much deeper under the skin of consumers and find the insights that will really help our clients’ businesses gain competitive advantages. In particular, our partnership with Sponge It has helped deliver this and has really given us an edge versus our competitive set. Whether with existing clients or in winning new business, research, and the consumer insights that it brings, has been crucial to the success that we have had. The other key area of investment for Mindshare has been in Digital. Our key point of difference versus our competition in relation to Digital is that we passionately believe in and practice integration. Digital media is not consumed in a vacuum and therefore there is no justification for treating it differently to any other medium. This is the mistake that all of our competitors have made. The real learnings for us have not come from the way in which people consume digital media per se, but from the way in which digital media consumption is influenced and driven by traditional media and vice versa. We have made significant investments in people and systems in Digital but the fact that they sit at the heart of our business and that every planner is as well versed in Digital as they are in TV or Radio is the real key to our success. The real strength of Mindshare however is in our client list and that’s the thing that I am most proud of. It’s the strongest possible testament to the strength of our offering. Thank you very much for the business throughout 2010 and we look forward to a mutually prosperous 2011. Bill Kinlay !
  4. M 10 x 10 CONSUMER AND BRAND RELATIONSHIP: It’s a cliché, but consumers are reacting by subjecting brands and organisations to the sort of scrutiny that they were never exposed to during the Celtic Tiger years. Whilst people are understandably gloomy about the future, they are now fully empowered to seek out bargains and reductions from everyone they deal with. One-fifth of the population used to be Bargain Hunters, however it’s now ubiquitous. On average, brands used to sell 20-30 percent on special deal – now we’re seeing a huge range of brands selling over 75 percent of product on special deal; everything is included, from beer to yoghurt to cereals. Not every brand is going to survive this environment, and even some of those that do may be unrecognisable from the original entity. Consumers will also continue to be attracted to brands that offer a value-infused quality experience. It’s not going to be just about chopping prices. Marks SURVIV OFTHEFITTEST AL & Spencer for one is having a great recession in Ireland. Yes, their prices are lower than they used to be, but they can still command a price premium as they offer reasonably priced indulgence. Just because Dynamics of the market The last two years has taught everyone – on both a personal and a business level– a lot about people are feeling a little gloomy about the future, it doesn’t mean that they want brands to behave Managing Director, David Sneddon reviews themselves. The concept of living within one’s means gloomily too. 2010 and projects how a the dynamic is an easy one to grasp, much harder to put into relationship between clients’ brands, agency So, survival of the fittest for consumers in 2011 is practice. I want to focus on how consumers, clients and consumer should operate in 2011. about knowing that brands can do a lot more for (brands) and agencies are going to react to this them. The brands that adapt to this, will be the ones environment. Ireland has been pared back to the to prosper over the coming years. bone – it’s all about survival of the fittest. The dynamics of all business relationships are changing, and value, rather than just price, is the biggest single factor in that dynamic.
  5. M 10 x 10 AGENCY AND BRAND RELATIONSHIP BRAND AND AGENCY RELATIONSHIP And it’s why we are investing As we have seen for the last two years, clients are Agencies have to react to how both consumers and more time and energy in content creation. seeking ways to make every single part of their clients are feeling. We have to adapt our offering marketing spend work as hard as possible. 2010 has accordingly. We have to remain fresh and relevant It’s also why we have seen advertisers recognise the enormous amount of and more than anything, we must add value. Our invested heavily in our time consumers are spending on-line. Investment has landscape has changed too, companies like Google digital offering. As you increased accordingly, but most advertisers are still and Facebook make it very easy to do business direct read through this piece, playing a catch-up game. This is set to continue in without the need for any agency involvement at all. you will be struck by 2011. Part of the reticence has undoubtedly been that As an industry, particularly in media, we need to be how digital has become all consumers can subject brands to increased scrutiny more things, to more people. Our challenge is to pervasive. It can no longer in real time through digital channels. 2011 is set to marry our buying-based remuneration model with a be thought of as a medium in see more brands confront this head on, with more consultancy, value-add model. Otherwise, we will be isolation, but rather it’s the real time customer service bring offered. Embracing completely superseded by 2015. intersection of all media channels. It truly is at the this requires a new type of marketing manager, able heart of media planning in the future, and it’s also at That’s why at Mindshare we have added a market to react to trends and opportunities at literally a the heart of Mindshare. research wing, via our partnership with Sponge It. It’s moment’s notice. also why we’ve added a social media tracking element By the way, we certainly haven’t forgotten that buying It’s also become apparent to many clients that, when to our business, via our relationship with Stephen media cheaply and effectively is a large part of our Tesco knows more about your customers than you O’Leary of O’Leary Analytics. appeal. There is an expectation that media prices are do, it’s time to develop a direct relationship with once again going to fall sharply in 2011, particularly those consumers. Clients must deal with the massive Agency Clients’ on TV. Three months ago, our view was that media amounts of data available to them in order to be able Brands prices would stabilise and possibly even increase in to build these relationships. Again, it’s a new type of 2011. Now we think the opposite. With the exception marketing manager that’s going to be required to of Google Search, there is likely to be a high single build these sorts of relationships. digit fall in media spends. We are feeling this So, survival of the fittest in 2011 for clients/ downward pressure from international clients in businesses is going to be about speed of reaction particular – they have been watching the news about Ireland in the UK, France, the US and are reacting with clever, synched-in data. Added accordingly. Value So, survival of the fittest for us at Mindshare means Our challenge is to aligning your needs even more closely to our marry our buying- capabilities. It also means not forgetting about price but adding on useful services that people are based remuneration increasingly asking for. model with a david.sneddon@mindshareworld.com consultancy, value-add model Consumers
  6. M 10 x 10 up of ‘thickets’ of information about jobs, manufacturing, output, property, banking and investment. These are the economies which politicians think they can regulate. Then there are the other economies. The grey economy which saw Irish people exchange tax-free goods to the value of nearly €1bn just via Buy & Sell in 2009, set to repeat in 2010. The Irish euros spent in Northern Ireland. The unmeasured e- commerce economy which sees tens of millions going offshore to buy goods online. ATTENTIONECONOMY Here in Mindshare, the marketing economy is our lifeblood. The amount of money spent on the placement, promotion and selling of goods and The Importance of Planning Our 'bad' economy wakes us up in the morning and bids us good night. But is it really that bad? services to Irish consumers. In simple terms, our job is about the measurement of As the marketing changes with the tough IBEC recently highlighted the Ireland which is home to consumer time, the cost of that time, and the times, Mark James, Planning Director, outlines themes that will shape the future for eight out of the top ten pharmaceutical and distribution of that time. We are value champions and communication in the Attention Economy. technology companies. The country from which €1.4 our job is to secure more of that time for less money trillion of funds are managed, and the one that than any other company in the Irish market. exports more beef than any other European country. But as we have discussed above, these days things That Ireland which is one of the world’s biggest just aren’t that simple. We don’t just buy media – we exporters of software, the second biggest exporter of plan it before we buy it, by measuring and navigating medical devices in Europe and the country the attitudes, motivations and desires of Irish responsible for managing half the world’s leased consumers. aircraft. As media planners, we know that the real long-term And if we look closer to home, in the marketing value that we can give you, our clients, is industry, then as Irish consumers we still buy more understanding and evaluating the ATTENTION ECONOMY. branded goods than nearly all our European neighbours, and we’re home to two of the new global There’s an awful lot of media out there delivering utility companies, Google and Facebook. commercial messages which are fighting for the attention of the individual. We need to find and target So will the real Irish economy please stand up? consumer priorities, not just follow the mechanical There isn't just one. obsessions of media auditors. When was the last time you had a conversation with somebody from outside We live and operate in a number of different economies - the ones we traditionally recognise –the our business about the position of a TV commercial Irish, global, European and the U.S. economy. Made in an ad break?
  7. M 10 x 10 In this year’s TEN X TEN report we cover 100 points MAKING YOUR OWN MEDIA constant consumer need, coupled with fantastic value which we believe will affect the attention of Irish From apps on phones and Facebook to 360 events, in media prices, offers opportunities to gain real consumers and the attention economy that they competitive advantage here. utility media can add something everyday to people’s inhabit. Each of the points fall under the following lives are a great way of getting your brand closer to DATA WITH MEANING themes which makes media planning, and its value their hearts and wallets. for brands, even more relevant Generating data is relatively easy, but producing than it ever was. CONTENT quality data that can provide insights into consumer behaviour, and inform marketing investment With a large proportion of Irish web VALUE OF CONSUMER INSIGHTS decisions isn’t. Campaign metrics are key – deciding traffic going to international sites In Ireland, more so now than (about 65 percent), we desperately what they are at the beginning, and analysing them ever, we often lack the local need more high quality and robust properly at the end will provide essential learnings to research to give us the insight our clients. How we organise that data is critical, and Irish content. Given the size of the into the real vital issues which at Mindshare we have a number of dashboard tools Irish market, and the limited affect consumers’ lives and how resources of the traditional for sifting and managing the data which then help us they use or consume media. How indigenous media owners, funding to discover insights. do they make buying decisions? content that’s worth consuming is a THE AGE OF THREE SCREENS What are the key influencing real and growing opportunities for factors? How do consumers use While there are still sofas there will still be TVs, but advertisers in Ireland we will continue to consume more and more video our job is digital media for information, entertainment and community? GOING DARK DOESN’T WORK content (and in longer bursts) via our PCs, and about the increasingly our mobile phones. Our research partnership with That’s what the Americans call it measurement Sponge It allows us to answer all when you stop advertising/ In Mindshare we have recognised this in the way we these questions and more by communicating with your organise our business. For the last two years, the conducting our own in-depth of consumer consumers. 2011, for all our team of people we use to call TV Buyers have been time continuing economic woes, will see a called The Exchange and are responsible for buying research into those key issues, and using the findings to further greater realisation that if you don’t traditional TV as well as Digital media. For 2011 we improve our media planning. invest media money into your will see a significant growth in advertising via video- brands, or ignore consumers, then on-demand, which will not just improve the quality of THE CHANGING DNA OF THE MARKETING BUSINESS they will start ignoring you. Equity scores will fall, but the opportunity-to-see but turn it into the Like it or not, the recession and e-commerce are even worse they’ll find a new brand partner. opportunity-to-interact. changing the way that people choose and buy many DON’T STOP THIS IS THE NEW NORMAL BASELINE products and services, and this change will only As a development of the point above, a phrase that Digital will continue to grow exponentially, but some accelerate in 2011. began life in paid-for search will permeate into other media, like press may not show growth again. There FINER TARGETING THROUGH DIGITAL parts of the online and offline media world – the will be winners and losers with individual growth There are new opportunities to direct more relevant ‘always on’ campaign. People may want to engage opportunities, but the media map is changing as we messages to consumers based on their site behaviour with your brand at any time and you need to be ready speak. – which sites they like visiting and what content they to reciprocate. Added to which there is always an mark.james@mindshareworld.coml view when they are on those sites. empty box to replace or a policy to renew. This
  8. M 10 x 10 HOW TO APPROACH THE MARKET Whilst we won’t go into specific trading tactics here, as they are bespoke to every client, there are several truisms that will remain relevant in 2011. There is no more money; any media owner expecting organic growth is dreaming. There is more media available than ever before; digital growth has not seen budgets organically rise but rather a shift of budget from traditional media. There is more TV minutage from TV3 and more channels in general. The contraction in media budgets mean that in every media, supply outweighs demand. All media owners will be fighting for share of media channel and share of media owner within these channels. PLAYINGTHEMARKET Media trading in 2011 MEDIA LANDSCAPE In 2010 the doom mongers were proved largely right Nick Slaymaker, Head of the Exchange when the market contracted by around ten percent. outlines the key trading areas which Mindshare are prepared to manage in 2011 Within this, TV, display and search fared rather better being up 2%, 18%, and 50% respectively showing that all parts of the market do not move in the same direction. On top of this, the lack of live data by media channel and media owner makes it harder to take the pulse of the market in real-time. This makes scale even more important than ever before, not only does it provide greater leverage, as overall volume declines, it allows a greater sense of the true size of the market, due to the amount of data it provides. Mindshare, as the largest trader within GroupM (which accounts for 30% of the market), is uniquely positioned, to identify and exploit opportunities.
  9. M 10 x 10 In a falling market you either trade short term or you To this end we’re making huge investments into construct deals that allow the benefits of short term Targ.ad - our own DSP. This will enable us to de-dupe, trading and hold none of the pitfalls. This makes the frequency cap and retarget with a new level of initial conversations harder but media owner and granularity. client alike will benefit from certainty of budget and any media owner We intend to open up the benefits of optimisation to certainty of market value. Mindshare will work with all trying to hold rates a broader range of inventory and crucially we will from 2010 should media owners to make these best of both world deals hold data on the clients’ behalf, taking out an work. However any media owner trying to hold rates uncontracted third party. DSPs will start slowly but from 2010 should quickly reassess; agencies and clients will not sleep walk through a falling market as quickly reassess once the benefits are seen will form a key part of digital trading going forward. many people did in 2009. THE RISE OF DIGITAL Ireland has lagged behind other European countries in terms of the proportion of budget put in to digital. We believe the overall market will contract next year, Compared with the European average, Ireland invests pushed even further by the macro economic factors significantly less online and therefore the head room that are driving down the local economy. The media to grow is huge. market place will fall into this overall contraction and for the third year, in a row value, driven by imbalance With aggressive fixed line broadband competition and between supply and demand, will be key. continuing roll-out of mobile coverage to rural areas, the penetration issue should start to go away. How to harness that value will be down to intelligent deal construction on all media. Powered by GroupM, Globally Mindshare now employs more digitally Mindshare will be best placed to take advantage of focused staff than traditional media focused staff. the falling market. Online will continue to grow and This is a sign of the future and Ireland is moving the management of data and proper use of digital will quickly in the same direction. come to the fore as the medium becomes central to, We want to focus on the key change in 2011/2012 - rather than the last line on, the plan. the rise of the Demand Side Platform (DSP). These nick.slaymaker@mindshareworld.com have arisen because of the near infinite supply of digital inventory and allow the collection and analysis of behavioural, and contextual consumer data.
  10. M 10 x 10 impact everything from marketing to retail, from publishing to travel, from politics to finance. So, what will be the stories of 2011? We think there will be five that marketers in Ireland will need to be aware of, and prepared for. SEARCH Google is still the place where most people begin their web-journeys: whether it’s to type in a URL instead of using a browser, to find quickly a useless piece of trivia or the best deal for a mortgage, Google is the web as far as many people are concerned. This is unlikely to change in 2011, but it will continue to evolve: the launch of the Microsoft/Yahoo alliance may finally bring some much needed competition to a dangerously monopolised sector, whilst the continued rise of social media, in all its forms, means that brands will need to think about how they optimise a lot more than just the words on their IRELANDISCONNECTED homepage. SOCIAL: If 2010 belonged to anyone, it was Facebook. From Digital at the core of planning The year of mobile, hitting 600 million global users (a rise of 100% YOY) the year of social, to garnering Golden Globe nominations for the movie Our Head of Digital, Ciarán Norris takes a made about founder Mark Zuckerberg (they could the year of location, look at key areas which will have a major impact on digital marketing in 2011. probably have done without that), they were the year of Twitter everywhere. 2011 is likely to see them hit the magic one billion in terms of members, several times that in terms of advertising dollars earned, and also see It seems that digital marketers are never happier than them become as ubiquitous as Google. Their rising when they’re predicting that one particular trend will status as the default log-in for millions of sites, and dominate the coming twelve months. As can be seen their dominance of the mobile web, will mean that from the fact that people have been predicting the any brand that hasn’t worked out how to make use of year of mobile for the last decade, they’re very often the platform already, will need to do so and quickly. wrong. And the truth is that a year is never dominated by a single trend, rather a year is often made up of 365 little stories, each of which can
  11. M 10 x 10 with an auction model, and based on deeper targeting, is one area where marketers are likely to benefit from this data glut. As Demand Side Platforms allow targeting by audience, rather than context, the value of this data is only going to increase, assuming that is that government bodies don’t decide that all this data isn’t in the consumers’ interests. Of course, it could well be that none of these predictions turns out to be true. However, as broadband roll-out continues, supported or supplanted by mobile internet in areas where fixed consume line connections are simply uneconomical, and the content, it continuing economic issues squeeze marketing hasn’t changed budgets like never before, what is not in question is the type of content that digital will finally be an essential, rather than people enjoy. People still optional line in the media plan. want well produced, It’s estimated that the gap between the time people professional content, they just want to be spend online, and what brands spend to reach them MOBILE able to share it. An opportunity is therefore relative to offline media, is $50 billion globally. Whilst arising for brands to step into the gaps left Predictions abound that smart-phones Ireland may only make up a tiny proportion of that will outnumber desktop computers within one-two by penniless media owners and produce figure, no business can afford to let any of their years. Certainly, there are already more phones in content designed to be shared. The rise competitors gain an advantage worth even a Ireland than there are people (even if many of them of VoD also means that the web can fraction of that. are not smartphones). But whilst Apple’s iPhone (and now be bundled with TV deals, bringing greater targeting and ciaran.norris@mindshareworld.com iPad) garner all the headlines, savvy marketers would be wise to remember that not everyone has one, or efficiencies. even wants one. Android is a rising force and even DATA beyond that, integrating simple things like SMS into If it has done one thing more than offline marketing is nowhere near as prevalent as it any other, the web has created data should be, something that really needs to change in like no other invention before it. The the next twelve months. average web user creates thousands of CONTENT individual pieces of data every week, from status updates on Facebook, to locations searched for on One of the most oft-repeated clichés of the web, is that content is king, and whilst this has never been Google Maps, to products bought on Amazon. entirely true, it is probably more so now than ever Compiling, filtering and making use of this data is before. Though the rise of the social web has one of the biggest opportunities, and challenges, for undoubtedly seen a change in the way that people brands. The evolution of display into something more closely resembling search, where inventory is bought
  12. M 10 x 10 TEN T R A N S P A R E N C Y T R I U M P H |   B A C K T O T H E P A R I S H |   O W N E R - L E S S |   P R I C I N G P A N D E M O N I U M |  CONNECTED IRELAND |  E-STATUS STORIES & SYMBOLS |  MEDIA MASH-UPS |  TARGETING SOCIAL |  LOCATION, LOCATION, LOCATION |  DE-TECHING |  THE RISE OF DSPS | YOUR GRANNY ON FACEBOOK | LOCATION TO REMAIN NICHE | SMARTPHONE PENETRATION TO HIT ONE MILLION | DIGITAL ADSPEND TO REACH 20% OF TOTAL | GROUPON TO BECOME POPULAR IN IRELAND | IAD WILL BE TOO EXPENSIVE FOR IRISH MARKET | APP SPONSORSHIP REPLACING APP DEVELOPMENT | BBC IPLAYER WILL LAUNCH IN IRELAND | AND EVEN MORE EMPHASIS ON ACCOUNTABILITY | Y O U T U B E : M O R E T H A N ʻ F U N N Y C A T V I D E O S ʼ |   F A C E B O O K : S E A R C H F O R Y O U R E X , B O S S O R M U M |  HUNCH: YOUR ANSWER, IT RECOMMENDS |  URBANSPOON: FIND LOCAL RESTAURANTS |  TAPTU: S E A R C H W H A T ʼ S T R E N D I N G I N R E A L - T I M E |   W I K I H O O D : A P P G I V E S W I K I I N F O O N L O C A L I T Y |  DAFT: SEARCH FOR A NEW HOME VIA GEOLOCATION |  SCANLIFE: SCAN A BARCODE AND COMPARE P R I C E S |  SHAZAM: DONʼT KNOW THE SONG, SHAZAM IT! |  GOLDEN PAGES: YEE OLDY T R A D I T I O N A L   | I P A D |   B R I A N C O W E N |   R U B B E R B A N D I T S |   O V E R 3 M I L L I O N V I E W S O N Y O U T U B E |  X TEN FADE STREET |  IVOR CALLELLY |  TOYOTA RECALL |  TIGER WOODS |  BRITISH ELECTIONS LEADERS DEBATE |  HUNKY DORYS | RBS 6 NATIONS |  RBS IN 53% OF 19,903 MENTIONS OF 6 NATIONS |  1.4 MILLION VIEWS OF LATE LATE TOY SHOW  HIGHEST RATING PROGRAMME IN 14 YEARS |  LIVE SOAPS :  CORRIE AIRED THE FIRST LIVE SOAP ON 2ND DEC |  12 MINUTES OF ADVERTS PER HOUR |  TV3 INCREASED MINTAGE THIS YEAR |  LIVE TV ADVERTS:  LIVE DENNY A D V E R T O N C H R I S T M A S D A Y |   S O C I A L V I E W I N G :   I N C R E A S E I N T W E E T I N G W H I L E W A T C H I N G T E L L Y |  8 M I L L I O N R T E P L A Y E R I M P R E S S I O N S P E R M O N T H :   I N D E C E M B E R , V I E W E R S H I P O N L I N E P E A K E D |  9 | 10PM IS BUSIEST RTE PLAYER TIME PERIOD | VIEWERSHIP ONLINE WHILE PEOPLE ARE AT H O M E : D I G I TA L T E R R E S T R I A L T V W I L L L A U N C H I N 2 0 11 , A N E W P R O M I S E D R O L L - O U T D AT E | 6,146 TV HOURS BOUGHT BY GROUPM:1 IN 4 ADVERTS TV ADS AIRED |   6,872,872,894,000 T I M E S : M I N D S H A R E T V S P O T V I E W E D I N 2 0 11 |   8 5 % D A I LY L I S T E N E R S |   O N AV E R A G E O V E R 1 . 3 MILLION PEOPLE STREAMED RTE RADIO EVERY MONTH |  RADIO STATIONS IN IRELAND HAVE OVER 3 0 0 , 0 0 0 F O L L O W E R S O N F A C E B O O K . |   R E T A I L I S T H E T O P C A T E G O R Y O N R A D I O W I T H 2 2 % |  T H E R E A R E 6 D I G I T A L R A D I O S T A T I O N S I N I R E L A N D |   1 2 % O F R A D I O L I S T E N E R S L I S T E N O N L I N E |  ON AVERAGE PEOPLE LISTEN TO 3.9 HOURS OF RADIO PER DAY.|  ALL OF THE TOP 10 RADIO SHOWS LOST LISTENERS IN 2010 |  LISTENERSHIP OF LOCAL RADIO INCREASED 8% IN THE LAST YEAR|  MORNING IRELAND IS STILL THE MOST LISTENED TO SHOW IN THE COUNTRY | ON AVERAGE OVER 1.3 MILLION PEOPLE STREAMED | RTE RADIO EVERY MONTH | RADIO STATIONS IN IRELAND HAVE OVER 300,000 FOLLOWERS ON FACEBOOK. | RETAIL IS THE TOP CATEGORY ON RADIO WITH 22% |THERE ARE 6 DIGITAL RADIO STATIONS IN IRELAND | 12% OF RADIO LISTENERS LISTEN ONLINE | ON AVERAGE PEOPLE LISTEN TO 3.9 HOURS OF RADIO PER DAY. | ALL OF THE TOP 10 RADIO SHOWS LOST LISTENERS IN 2010 | LISTENERSHIP OF LOCAL RADIO INCREASED 8% IN THE LAST YEAR | MORNING IRELAND IS STILL THE MOST LISTENED TO SHOW IN THE COUNTRY | HARRY POTTER - LUAS HOGWARTS EXPRESS | SURF BAGGAGE RECLAIM | SMARTIES HALLOWE'EN | 3 MOBILE | QR CODES | RIVERROCK | COCA COLA | POLO INTERACTIVE | BORD GÁIS | QUALITY STREET | JAMESON | BROADSHEET TO COMPACT | PAPER TO DIGITAL | DECREASE IN CIRCULATION | NEWSPAPER APPS | INCREASED INVESTMENT IN PRODUCT OFFERING | IRISH CONTENT | CLOSURE OF REGIONAL TITLES | INCREASINGLY INNOVATIVE FORMATS | INCREASE IN ADDED VALUE | NEWSPAPER MERGERS | JUSTIN BIEBER: NEVER SAY NEVER | HARRY POTTER: AND THE DEATHLY HOLLOWS | THE HANGOVER 2 | TRANSFORMERS 3 | PIRATES OF THE CARIBBEAN 4: ON STRANGER TIDES | SPY KIDS 4 | THE SMURFS | JAMES CAMERON PRESENTS SANCTUM | PUSS IN BOOTS | ADVENTURES OF TIN TIN
  13. M 10 x 10 T R A N S P A R E N C Y T R I U M P H |   B A C K T O T H E P A R I S H |   O W N E R - L E S S |   P R I C I N G P A N D E M O N I U M |  CONNECTED IRELAND |  E-STATUS STORIES & SYMBOLS |  MEDIA MASH-UPS |  TARGETING SOCIAL |  LOCATION, LOCATION, LOCATION |  DE-TECHING |  THE RISE OF DSPS | YOUR GRANNY ON FACEBOOK | LOCATION TO REMAIN NICHE | SMARTPHONE PENETRATION TO HIT ONE MILLION | DIGITAL ADSPEND TO REACH 20% OF TOTAL | GROUPON TO BECOME POPULAR IN IRELAND | IAD WILL BE TOO EXPENSIVE FOR IRISH MARKET | APP SPONSORSHIP REPLACING APP DEVELOPMENT | BBC IPLAYER WILL LAUNCH IN IRELAND | AND EVEN MORE EMPHASIS ON ACCOUNTABILITY | Y O U T U B E : M O R E T H A N ʻ F U N N Y C A T V I D E O S ʼ |   F A C E B O O K : S E A R C H F O R Y O U R E X , B O S S O R M U M |  HUNCH: YOUR ANSWER, IT RECOMMENDS |  URBANSPOON: FIND LOCAL RESTAURANTS |  TAPTU: S E A R C H W H A T ʼ S T R E N D I N G I N R E A L - T I M E |   W I K I H O O D : A P P G I V E S W I K I I N F O O N L O C A L I T Y |  DAFT: SEARCH FOR A NEW HOME VIA GEOLOCATION |  SCANLIFE: SCAN A BARCODE AND COMPARE ONE-HUNDRED P R I C E S |  SHAZAM: DONʼT KNOW THE SONG, SHAZAM IT! |  GOLDEN PAGES: YEE OLDY POINTS T R A D I T I O N A L   | I P A D |   B R I A N C O W E N |   R U B B E R B A N D I T S |   O V E R 3 M I L L I O N V I E W S O N Y O U T U B E |  FADE STREET |  IVOR CALLELLY |  TOYOTA RECALL |  TIGER WOODS |  BRITISH ELECTIONS LEADERS DEBATE |  HUNKY DORYS | RBS 6 NATIONS |  RBS IN 53% OF 19,903 MENTIONS OF 6 NATIONS |  1.4 MILLION VIEWS OF LATE LATE TOY SHOW  HIGHEST RATING PROGRAMME IN 14 YEARS |  LIVE SOAPS :  CORRIE AIRED THE FIRST LIVE SOAP ON 2ND DEC |  12 MINUTES OF ADVERTS PER HOUR |  TV3 INCREASED MINTAGE THIS YEAR |  LIVE TV ADVERTS:  LIVE DENNY A D V E R T O N C H R I S T M A S D A Y |   S O C I A L V I E W I N G :   I N C R E A S E I N T W E E T I N G W H I L E W A T C H I N G T E L L Y |  8 M I L L I O N R T E P L A Y E R I M P R E S S I O N S P E R M O N T H :   I N D E C E M B E R , V I E W E R S H I P O N L I N E P E A K E D |  9 | 10PM IS BUSIEST RTE PLAYER TIME PERIOD | VIEWERSHIP ONLINE WHILE PEOPLE ARE AT H O M E : D I G I TA L T E R R E S T R I A L T V W I L L L A U N C H I N 2 0 11 , A N E W P R O M I S E D R O L L - O U T D AT E | 6,146 TV HOURS BOUGHT BY GROUPM:1 IN 4 ADVERTS TV ADS AIRED |   6,872,872,894,000 T I M E S : M I N D S H A R E T V S P O T V I E W E D I N 2 0 11 |   8 5 % D A I LY L I S T E N E R S |   O N AV E R A G E O V E R 1 . 3 FOR 2011 MILLION PEOPLE STREAMED RTE RADIO EVERY MONTH |  RADIO STATIONS IN IRELAND HAVE OVER 3 0 0 , 0 0 0 F O L L O W E R S O N F A C E B O O K . |   R E T A I L I S T H E T O P C A T E G O R Y O N R A D I O W I T H 2 2 % |  T H E R E A R E 6 D I G I T A L R A D I O S T A T I O N S I N I R E L A N D |   1 2 % O F R A D I O L I S T E N E R S L I S T E N O N L I N E |  ON AVERAGE PEOPLE LISTEN TO 3.9 HOURS OF RADIO PER DAY.|  ALL OF THE TOP 10 RADIO SHOWS LOST LISTENERS IN 2010 |  LISTENERSHIP OF LOCAL RADIO INCREASED 8% IN THE LAST YEAR|  MORNING IRELAND IS STILL THE MOST LISTENED TO SHOW IN THE COUNTRY | ON AVERAGE OVER 1.3 MILLION PEOPLE STREAMED | RTE RADIO EVERY MONTH | RADIO STATIONS IN IRELAND HAVE OVER 300,000 FOLLOWERS ON FACEBOOK. | RETAIL IS THE TOP CATEGORY ON RADIO WITH 22% |THERE ARE 6 DIGITAL RADIO STATIONS IN IRELAND | 12% OF RADIO LISTENERS LISTEN ONLINE | ON AVERAGE PEOPLE LISTEN TO 3.9 HOURS OF RADIO PER DAY. | ALL OF THE TOP 10 RADIO SHOWS LOST LISTENERS IN 2010 | LISTENERSHIP OF LOCAL RADIO INCREASED 8% IN THE LAST YEAR | MORNING IRELAND IS STILL THE MOST LISTENED TO SHOW IN THE COUNTRY | HARRY POTTER - LUAS HOGWARTS EXPRESS | SURF BAGGAGE RECLAIM | SMARTIES HALLOWE'EN | 3 MOBILE | QR CODES | RIVERROCK | COCA COLA | POLO INTERACTIVE | BORD GÁIS | QUALITY STREET | JAMESON | BROADSHEET TO COMPACT | PAPER TO DIGITAL | DECREASE IN CIRCULATION | NEWSPAPER APPS | INCREASED INVESTMENT IN PRODUCT OFFERING | IRISH CONTENT | CLOSURE OF REGIONAL TITLES | INCREASINGLY INNOVATIVE FORMATS | INCREASE IN ADDED VALUE | NEWSPAPER MERGERS | JUSTIN BIEBER: NEVER SAY NEVER | HARRY POTTER: AND THE DEATHLY HOLLOWS | THE HANGOVER 2 | TRANSFORMERS 3 | PIRATES OF THE CARIBBEAN 4: ON STRANGER TIDES | SPY KIDS 4 | THE SMURFS | JAMES CAMERON PRESENTS SANCTUM | PUSS IN BOOTS | ADVENTURES OF TIN TIN
  14. M 10 x 10 popular. The success of Dublin Bikes has resulted in JC Decaux expanding the scheme to 5,000 bikes; car pool websites are appearing and Daft.ie reports that rent has stablised as potential new buyers opt instead for renting - a short term solution. Opportunity: Offering short-term, low-risk solutions to consumers will only increase their trust and loyalty to brands. 4. CRAZY PRICES EYEONYOURCUSTOMER Driven by retailers’ price- wars and the National Consumer Agency Irish consumers are now Ten consumer trends in 2011 1. TRANSPARENCY IS THE NEW BLACK experts in price, but more The demand for accountability and honesty from specifically in bargains. They Through analysis of research from 2010 authorities and brands is nothing new, but this will conducted by Mindshare/Sponge It and are willing to wait, travel or group projections based on local trends, Finian only increase in Ireland in 2011. Global trends point together to get the best price. In Murphy, Consumer Insights, highlights ten towards the empowerment of people, facilitated Ireland donedeal.ie, adverts.ie or gumtree.ie have consumer areas for brands in Ireland to be through online sharing, demanding greater access to seen huge growth in traffic as people search for a aware of in 2011. information on Governments and corporations. bargain. Globally, group buying gains popularity with Opportunity: Only honest brands will attract the success of groupon.com and brands with consumers and build trust for the long-term. dynamic pricing (the Ryanair model), which changes price based on demand and supply. 2. BACK TO THE PARISH Opportunity: Real-time price updates to consumers The increased level of anger towards the Government will empower them during the purchasing decision. and the frustration of people with the lack of action by authorities, has led communities and families to 5. CONNECTED IRELAND take action themselves. Local community action will As Irish people remain constantly online, at their increase as people act on ghost estates, hospitals or desktop or with their mobile, they have the choice to local enterprise. check prices, store locations or substitute brands Opportunity: Brands supporting local will be in whenever and wherever they are. demand as consumers seek social change. Smartphones will dominate the market in 2011 and if 3. OWNER-LESS mobile networks capacity can withstand usage, Irish consumers will always remain connected. As a result of uncertainty, consumers will continue to hold off on making long-term investments and Opportunity: As consumers subconsciously move renting or sharing ownership will become more from offline to on, media engagement should follow.
  15. M 10 x 10 6. E-STATUS STORIES & SYMBOLS Sociali-lites are all about discovery, as TEN Consumer Trends for 2011 consumers become curators; actively 1 Transparency is the new black broadcasting, remixing, compiling, commenting, sharing and recommending content, products, 2 Back to the Parish purchases, experiences to both their friends and wider audiences 3 Owner-Less Foursquare badges and Facebook friends mug Trendwatching, Dec 2011 4 Crazy Prices As social networks encourage users to share, Irish people are not only learning how to use their social 9. LOCATION, LOCATION, LOCATION 5 Connected Ireland networks, but also how to exploit them them to build Currently Irish consumers have little interest in, let their profile, popularity and public persona - BRAND ME. alone awareness of, location-based initiatives such as e-Status Stories & Symbols 6 foursquare, Yelp or Google Latitude, however with We’ll see more evidence of people wanting to show the release in the new year of Facebook Places, the 7 Media Mash-ups their online status in an offline world. Examples game will change. include wrapping paper, t-shirts, mugs and When the Facebook masses are made aware that if 8 Targeting Social-lites postcards. Physical items will be covered with online status symbols. they let brands know where they are, they can gain 9 Location, Location, Location incentives, the consumer behaviour will change. This Opportunity: Brands can provide offline platforms behaviour will lead to the offline world becoming a for consumers’ online stories and status 10 De-teching giant board-game where certain types of consumers 7. MEDIA MASH-UPS will race each other to gain status for being in the right place at the right time. 10. DE-TECHING Dual media consumption will become more prevalent as web-enabled smartphones and lighter and cheaper With the growing use of technology and constant Opportunity: Location-based tools will allow brands laptops reach the masses, allowing for interaction connectivity, consumers will seek an escape from the to reward consumers when driving them to the during broadcast programming. online world and aim to disconnect. point of sale, while collecting valuable data. Opportunity: Brands with a platform on traditional Interests in outdoor pursuits, adventure sports, music channels can carry on the conversation with or the arts will increase as consumers seek an consumers through other digital channels. alternative to constantly being available. As peoples’ behaviour, movements and locations are tracked they 8. TARGETING SOCIAL-LITES will de-tech and switch off; brands which offer a As consumers build BRAND ME, they are building disconnected way of life will prosper. knowledge about products and services and will become the go-to-guys/girls for a wide network of Opportunity: Providing consumers with ways of dis- connecting from online platforms will give brands a consumers with a similar interest. The importance of greater real presence. brand recommendation will increase. For more information on any of these areas or consumer research Opportunity: To understand the target segments conducted in 2010, please contact who are becoming advocates (or not) of brands finian.murphy@mindshareworld.com De-teching: Consumers will seek to disconnect
  16. M 10 x 10 about conversions, life-time value, and granular targeting. Display campaigns will still include premium sites; banners, skyscrapers and MPUs will still be the workhorses of any campaign; and home-page takeovers will still be excellent means for driving awareness and engagement. But there is so much more! The three areas that are likely to be the primary battle-fields in the coming year are: ONLINE ADVERTS ARE NOW MOBILE The great philosopher Homer once asked; “The Internet comes on computers now?” It does indeed, but it also comes on mobiles, tablets and TV. NOTJUSTBANNERADS When people think of marketing on iPhones and other smart devices, the word that always springs to mind is apps, but they’re not necessarily the right Online display in 2011 To paraphrase W.B. Yeats, Romantic Ireland may be dead and gone, but Digital Ireland is very much alive option for everyone. Digital Account Managers, Maeve O’Gorman and well. Befitting a nation with a future dependent Brands need to ask: is it something consumers will and SallyAnn King, outline how online display on the ‘smart economy’, it has continued its rapid want? Does it meet a need or serve a purpose? How is more than just banner ads. will the brand benefit? What KPIs can be put in place? development in 2010, with growth of twelve percent according to the IAB, resulting in a total online ad Does the target audience use smartphones and spend of €53.9m for H1 2010. Growth is predicted to download apps? Brands should be a further twelve percent in 2011, though we feel also look at whether it’s essential that in certain sectors, it could be much higher still. to develop their own apps, or better to partner with trusted When many marketers think of digital advertising, media partners. they probably of display: banners on sites like TV3.ie or MSN, MPUs on The Irish Times website, or a homepage take-over on entertainment.ie, but this needs to change, because this most traditional of digital channels is changing, and changing fast. Brands need to be asking themselves what audience The Internet they want to target and how to minimise wastage in comes on computer now? reaching them. Rather than concentrating on impressions and click-throughs, they need to think Homer Simpson
  17. M 10 x 10 It boils down to The other buzzword around mobile has been RICHER MEDIA: UTILISING CONTENT location: platforms such as Foursquare are attracting Two of the most repeated mantras of the digital age a lot of attention, investment, and some serious big brand advertisers. However a lot of consumers still right message, are ‘content is king’ and ‘reward the audience’. struggle with the idea of publishing their location, right user,right time, Despite the rise of social media & UGC, consumers still want well made, professionally produced content: even to ‘friends’, and so uptake in Ireland is still low. But mobile marketing is about far more than just wherever they are. of the videos that have broached the magic 100 million views mark, 80 percent are professionally apps or location, and needn’t be that complicated. produced. As traditional media owners struggle to Mobile display ads are proving extremely successful, wastage when audience targeting, media owner price find the ad revenue to create or co-create the content totally blasting standard display ads, with response inflation, inefficient delivery & declining performance. that consumers are screaming out for, opportunities rates of up to five CTR. In 2011, mobile display w i l l a r i s e f o r brands. As this data provides more and more value, brands formats should be considered as part of any suite of YouTube is now will need to look at how they can start to harvest this creative ads. And with overall mobile penetration at data for themselves, in conjunction with agencies the world’s 120%, many of them, with little or no web access, such as Mindshare, rather than allowing publishers to second largest brands that aren’t building SMS into their DR & CRM search engine, always have the upper hand. platforms, are missing a very simple trick indeed. whilst video is STRONGER TARGETING THROUGH DATA soon expected to take up the majority of the internet’s The use of behavioural, social, search and location- based data has transformed media targeting. In Ten Points on Display in 2011 bandwidth, displacing peer-to-peer 1 The rise of DSPs networks: with the rise of twin-screen viewing, and combination with the rise of networks and the concurrent explosion in VoD (such as RTÉ’s exchanges, these data sets have huge potential. 2 Your Granny on Facebook Player) the signs are clear that brands need to start The rise of Demand Side Platforms (DSPs) will thinking of AV rather than TV strategies. essentially create a two-tier market, where premium 3 Location to remain niche But content is not just video; it is anything worth publishers can be used to provide impact & creating that the audience finds beneficial or engagement, whilst DSPs will virtually eliminate some 4 Smartphone penetration to hit one million engaging. It can be something as simple as serving of the major bespoke text to your audience from established online ad market 5 Digital adspend to reach 20% of total authors, right up to a TV series; it can be tailored to issues Groupon: the 2nd most popular site in Ireland all budgets and crucially, it can also be a potential such 6 revenue stream itself. As the web becomes one of the a s iAd will be too expensive for Irish market most dominant ways of delivering content, the 7 brands that win will be those that are able to become, 8 App sponsorship replacing app development in consumers’ eyes, more than just companies that make & sell stuff, but instead come to be seen as 9 BBC iPlayer will launch in Ireland entertainment brands in their own right. 10 And even more emphasis on accountability
  18. M 10 x 10 like Bill Gates’ creation did from its own regulatory battles in the late 90s, could well emerge from all of this weakened. However, the coming year will see Google challenged on a number of fronts, both commercially & legally. If Google is the new Microsoft, Facebook is the new Google: yet to roll out an IPO, it too has suffered a lot of negative PR, but continues to acquire users and revenue at an impressive rate. In 2010 it announced a partnership with Bing to promote social search, where a user’s search results are informed by content that their friends ‘like’, as opposed to the more traditional ranking formula of counting links. Whilst Google has been testing this for a while, the huge amount of data that Facebook holds could see this THESEARCHGOESON emerging as a key weapon in Bing’s armoury. As if to capitalise on this, Bing will launch in Search strategy is crucial 2010-2011 could well be remembered in years to come as the point in time when Google’s, to date, Ireland in 2011, and we In a world where the consumer seeks more unparalleled growth, and near universal positive expect it to put a information as soon as they are made aware reputation, finally took some serious blows. serious media budget about a brand, search is a key element of all behind the launch. In media plans. Gavin Duff, Head of Search, 2010 saw it pulling out of China, the world’s largest discusses the main points to consider for the US this has seen it internet market (though not yet the largest ad search in 2011. claw valuable share points market) in a move that, though cleverly played, was off Google. Given Google's essentially a massive climb-down on its previous current market share in China policy; being rapped on the knuckles in a Ireland, Mindshare welcomes variety of countries for privacy invasions caused by anything that increases competition: on t o p the roll-out of the Street-View product; seeing share of this, Bing’s alliance with Yahoo is also likely to hit price stall, despite repeated strong revenue Ireland in 2011, potentially making it more efficient announcements; and finally, but potentially most for advertisers to spread budget around different damagingly, seeing anti-trust investigations being engines, rather than putting it all in AdWords. launched against it in the US & EU. In many ways Google has taken on Microsoft’s role as the tech company everyone loves to hate and, just

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