Marketing

The number of Irish adults who own a smartphone has jumped by 20pc to 750,000 since the end of 2010, according to a new study, which also suggests that more than a million people are open to mobile ads, and that there is increasing openness to location-based advertising. Carried out by Behaviour & Attitudes for Return2Sender, the research into Irish smartphone trends suggests that, based on last year’s figures, ownership will grow by another 80,000 in the next six months. The study also found that the number of mobile consumers accessing internet via mobile phone has increased by 5pc. More than one in four adults now source information online via…

Facebook ad click-through rates increased by 18.5pc in five key markets – the US, UK, France, Germany and Canada – in the third quarter of this year, according to a new research report from TBG Digital. The report also reveals that cost per click rates for Facebook advertisers fell by 10.8pc, while cost per thousand impressions rose by 7.1pc across the five major markets. In addition, the report finds that brand advertising continues to grow on the social network, increasing by 6.7pc to account for 53.7pc of total Facebook advertising output. And it reveals that the combined volumes of impressions in the top five sectors – entertainment, food and drink,…

Irish businesses and brands need to turn their to targeting non-native English speaking online consumers who represent significant and increasing spending power, according to Populis, which has just released new research data on worldwide internet use, and the size and potential of the global internet population. A key finding of the research, which was conducted by Cebr on behalf of Populis, is the fact that there are currently 3.1 million Irish internet users who spend €6.1bn online, while over 150 million internet users in Germany, France and Italy are now spending more than €78bn. The research also reveals that non-native English speakers already make up the vast majority (84pc) of…

While a growing number of consumers are expected to be buying goods and services regularly via their mobiles within the next three years, retailers appear to be lagging behind in terms of providing the means for them to do so, according to a new survey. Carried out by Empirix and the Customer Experience Foundation, the survey of nearly 8,000 consumers and more than 2,000 professionals in the UK, US, France and Germany, found that 91pc of respondents believe m-commerce services will make their shopping experience more convenient. Ninety percent of respondents said the services will save them time in their shopping processes and 68pc said new mobile services will have…

Increase in US Consumer Spending on Deals US consumer spending on deals – including daily deals, instant deals and flash sales – is set to increase from US$873m in 2010 to US$4.2bn in 2015, according to a new forecast from BIA/Kelsey. In March, the company had anticipated that deals spending would increase to US$3.9bn by 2015. It said its update indicates only a slight increase overall by 2015. However, revenues for 2011 have been revised significantly to US$2bn from the US$1.2bn originally estimated in March. “Even as more consumers sign up for deals programmes and awareness grows and new markets are entered, we see a ceiling on how many deals…

Social media is increasingly important in influencing consumer buying decisions, both online and in-store, while purchasers have a growing wish to be able to buy products through their mobile phones, according to a new IBM European study. The research into consumer shopping behaviour across retail channels found that consumers are using social networks to research products, prices, promotions and other consumers’ views in order to validate their decision making. This is then influencing sales across all procurement channels. According to the findings, over 50pc of respondents use social networks to help with their shopping decisions. Of those who would be likely to follow a retailer on a social network, 35pc…

More than quarter of a million viewers of Norwegian TV travel show, Glefs, will be treated to images of a range of Irish locations in a 12-minute segment set to air on 10 of Norway’s local TV channels later this month. Some of the attractions appearing in show include Trinity College, the Guinness Storehouse and the Brazen Head in Dublin; Belfast’s Titanic boat tour and the city’s music scene by night; and Castle Leslie in Glaslough, Co Monaghan. The Norwegian TV crew was invited to visit and film the various locations by Tourism Ireland in the Nordic region. Aoife Kernan, Tourism Ireland’s manager in the Nordic region, described it as…

Multi-city broadcaster Classic Hits 4FM has launched a new €500,000 marketing campaign to drive brand awareness and listenership. Beginning this weekend, the campaign runs on TV, cinema, outdoor and press. The marketing push will roll out over the autumn period. The campaign will have a strong TV component, with the station becoming the sponsor of Saturday Night Movies on TV3 for a period of 14 weeks and a TV3/3e station ‘takeover’, which will see the station sponsoring the entire output on both stations over given weekends. Cinema screen and foyer advertising throughout Dublin, Cork, Limerick, Galway and Clare is also planned. The new advertising campaign was developed by advertising agency…

Kildare-based children’s charity, Sensational Kids, has been named the winner of a €10,000 public relations campaign competition, run by Elevate PR to mark its 10th year in business. Over the next few months, Elevate will work with the charity to devise a public relations strategy. Sensational Kids runs Ireland’s only not-for-profit toy store to fund its activities, which include providing subsidized occupational and speech and language therapy, educational, psychological assessments, reading tuition, craniosacral therapy, play therapy and orthoscopics. The funded services are delivered to children with autism spectrum disorders, Down Syndrome, cerebral palsy, dyspraxia, global developmental delays, dyslexia, sensory processing disorders, ADD, ADHD and many other developmental conditions and delays. Sensational Kids also…

Dublin-based radio station, Radio Nova , has put out a statement this evening denying that it has attempted to take advantage of the recent civil unrest in the UK by releasing a citywide advertising campaign featuring the Kaiser Chief song ‘I Predict a Riot’. The move follows complaints both to the radio station itself, and to the Advertising Standards Authority of Ireland. The advertisement for the rock music station on buses and 48 sheets over the past number of days has created somewhat of a stir. Pictures of the offending adverts have also been posted on various news-related Twitter feeds and websites. “The advert was posted as part of an outdoor advertising…