MEDIA AND MARKETING: The long wait for research information on how Irish consumers interface with poster advertising in the Republic will soon be over.
The Outdoor Media Association (OMA) is due to formally launch its joint national outdoor research (JNOR) model by the end of September, according to OMA director Su Duff.
Ms Duff said that the first phase of introducing JNOR data was conducted last year when the Institute of Advertising Practitioners in Ireland (IAPI) checked 1,000 panels on a random basis. More recently, the poster contractors and specialists had checked one another's sites. IAPI had signed off on working versions and OMA members now had them up and running. The field work was carried out by Quota Search.
The JNOR data has been collated, with coverage of three poster formats - roadside, including six-, 12- and 48-sheet poster panels; non-roadside, including shopperlites and adboxes; and transport, where the options for advertisers include T-sides, supersides and super rears on buses.
Ms Duff said that, while the JNOR was based on the Postar model introduced in the UK six years ago, it is the first outdoor research anywhere in the world to measure transport formats. The debut survey will feature posters on the Dart suburban rail service but campaigns running on Luas trams are excluded.
The first report will cover a total of 10,000 panels, with sites being added and withdrawn as they arise.
Initially, the plan is to have quarterly updates but the frequency could be increased. JNOR will be financed by the OMA's four poster contractors - JCDecaux, Clear Channel, Viacom Outdoor and Avenue Media - along with poster specialists PML, Poster Plan and Posterscope.
Although Ms Duff refused to say how much the research initiative was costing, other than to admit it was "substantial in relation to market share" (about 10 per cent of total ad spend), the cost of getting JNOR up and running is estimated at about €650,000.
The outdoor firms have been criticised by advertisers and agencies over the length of time it has taken to introduce JNOR. However, Ms Duff defended the protracted delay by saying that it was essential the data be robust. She said there were problems with the UK retail model and in fine-tuning the transport formats.
Agencies have grown frustrated at the lack of poster research available to them and have pointed to how other media have supplied data for several years. The national newspapers and imported British titles sponsor the JNRS report, TV has Nielsen ratings and radio the JNLR listenership figures.
Richard Law, managing director, Starcom Mediavest Group (SMG), said that he had been working in advertising in Ireland for six years. "I'm still waiting for the outdoor industry to deliver the research I was told would be available 'around September'. That would have been September 1999," he said.
Meanwhile, CIÉ has seen broad credential presentations from interested parties in the marketing and selling of its poster advertising. The vetting process will be followed by more extensive pitches from contractors, including the incumbent, Viacom Outdoor. The contract will run for up to five years.
QMP wins account
QMP Publicis has been appointed to handle the €2.5 million Dublin City Council (DCC) account after pitching against Javelin/Young & Rubicam, McCann-Erickson, Owens DDB and Rothco.
The business, which includes statutory and non-statutory activities, as well as general information, was previously with Brindley Advertising.
The agency was also appointed by DCC to handle a water shortage campaign, valued at €750,000.
However, it has not been all good news for QMP. It has lost Atlantic Homecare, the Heiton-owned DIY and household chain, to Ogilvy. The pitch for the €1 million account also involved Chemistry, The Larkin Partnership and McCann's.
Magazines gaining
Figures released by the Periodical Publishers' Association of Ireland (PPAI) place Irish magazines in a possible third place in the ad spend league with a 12 per cent share and an estimated total of almost €180 million for 300 titles in 2005.
IAPI compiled the data by tracking spend with 300 Irish-published magazines. The PPAI explained the major discrepancy with previous ad spend totals for magazines by pointing out that, up to now, IAPI only tracked a small number of consumer titles.
PPAI member Tara Publishing is to extend distribution of its grocery title, Retail News, among the multiples after the ending of its 20-year contract with RGData. Dyflin Publications is to launch a new RGData magazine called ShopTalk.
Meteor change
Industry sources have indicated that branding agency Dynamo has resigned the Meteor mobile phone account. The agency has worked for Meteor for the past five years and created its corporate identity and handled print projects and POS material.
Jamie Helly, Dynamo founder and managing director, was unavailable for comment.
Michael Cullen is editor of Marketing magazine
