Jack Gilligan

Interested in the world of online advertising? I interviewed Claire Kelly, the Head of Creative Partnerships for Google in New York , as part of our Marketing Masterclasses series hosted in partnership with Trinity College Dublin. Did you know Youtube is the second most visited website globally after Google? I loved chatting with Claire about the creator economy, the opportunity for brands and the playbook that Claire and the team came up with to help advertisers succeed in the Youtube space based on a study of 11,000 ads (I’ve copied the article on the ABCD’s in the comments section). I recently read Mr. Beast’s content playbook which aligned to the ABCD’s and summarized things quite nicely: “The longer people watch, the better a video will do. Hook people at the start of the video, transition them to an amazing story that they are invested in, have no dull moments, and then have a satisfying payoff at the end of the video.” Easier said than done. But the point is the rules of social video are different and there is a way to play to unlock value on these platforms. With over 2.5bn monthly users on Youtube, if you are in the brand space, it’s probably worth thinking quite deeply about 🤔 Thanks for the fab chat Claire. Full episode copied below: https://lnkd.in/d8xvNAtu DUBES - Dublin University Business and Economics Society Engage Video Group

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As businesses experiment and learn more about generative AI, I often hear questions like: ➡ “What tools are our agencies using?” ➡ “Should we be putting policies in place for how our agencies use AI?” ➡ “Our meetings are automatically transcribed but nobody ever asked me if that was okay – do we need to outline some guidelines around this?” ➡ “How can I tell if something was created with AI?” ➡ “Can I expect agency costs to come down?”   ➡ “What are others doing?” ➡ “If we’re using AI tools, how can we be sure that the business context and data we feed these tools is safe?” Register to join this webinar with IAPI - Institute of Advertising Practitioners in Ireland in Ireland on 24th May, where I share insights on what is top of mind for marketing leaders around generative AI, give an overview of how the marketing landscape is evolving, and offer guidance on how agencies can support their clients to experiment safely. #marketing #futureofwork #generativeai #agency

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Lately I was working to integrate a live streaming technology on my Hub ( dubliving.ie/live ). The idea was to have options for live streaming publicly and internally inside a members area. I am pretty sure 2025 is set to be a huge year for live e-commerce and social commerce which are set to become the new norms. Live E-commerce: Combines live streaming with shopping, allowing real-time interaction and immediate purchases during broadcasts. Primarily hosted on platforms like Facebook or Instagram, focusing on direct product demonstrations and viewer engagement, leading to higher conversion rates (up to 60%) and lower return rates (10-15%) compared to traditional methods. Social Commerce: Involves selling through social media, utilising user-generated content and shoppable posts, but does not necessarily include live interactions. I am so proud that I start to facilitate live public events and my partner Vick Strizheus ( founder of estage.com ) will be hosting these series for you and for the members of the community. You're more than welcome to join us FOR FREE as we kick off these series and explore the hidden secrets and powerful tactics to crush the barriers that hold you back, and learn how to build a thriving online business in today's market. We're going to present practical tips, strategies, and tactics ready for implementation. Feel free to check out! ✨ If you're eager to boost your personal and professional growth, this session is a must-attend! https://dubliving.ie/live

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Authenticity & Trust are the major gains from engaging with Creators on TikTok 🌟 I really enjoyed listening to Rachael Ryan Head of Research & Insights at TikTok. The Galway Girl now NYC gave some really useful info. for anyone working in digital marketing or sales with the evening organised by the Sales Professionals Network. She spoke about her focus in TikTok around how people make decisions, how they are behaving and how they are going through the world when making brand decisions. Key Takeaways: ⭐️ Influence has shifted from Celebrities influencing Top Down to creators influencing from the bottom up ⭐️ Relatability sets creators apart from conventional brand content. 67% of social / video platform users find TikTok creator content to be relatable ⭐️ According to social media users 68% of TikTok creators seem approachable & 64% of TikTok creator content feels authentic ⭐️ After seeing creator focused ads on TikTok 67% of viewers trust the brand more ⭐️ TikTok creators are the new word of mouth. 84% of TikTok users are likely to create content of their own after purchasing from a TikTok creators recommendation ⭐️ Brands should let creators tell their stories. They will be more authentic and do better than any brand creative once briefed *Stats taken from a sample of 20,000 participants globally The event was set in the fresh surrounds of the Alcantara Building space in Bonham Quay Genesys Triona Barrett

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Diageo and Guinness continue to understand exactly what OOH is all about 🍻 #OOH delivers reach within proximity to over 3,000+ pubs and bars, Guinness' directional messaging helps you find the right one for you. ➡ As they continue to own the summer, activating on those hotter days means their display works harder than ever, owning a key category entry point which is often taken by lager and cider 💡 If you want your OOH to work hard for you, think about your triggers for purchase, which category entry points do you want to own (we can help with a recent research piece around this called 'want to take this outside') and keep your poster simple. It will work. Thanks to PHD, Jennifer Gabbarelli, Amy Papaphotis, Molly Jones, Anita Sztrizsak, Holly Fischer, James Weatherill and all involved.

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Really enjoyed teaching the Charities Institute Ireland digital module, we discussed Google Analytics 4, Meta Ads and lots more.... 👍 😁 1. What Facebook ad campaign goal will you select? Less budget is required to make an impact with top of funnel objectives than with bottom funnel objectives 2. How long are you going to run the digital fundraising campmaign for? Consider your ad spend, have you advertised before, will you give your ads time to learn etc.. 3. What is your primary KPI? 4. Do you have a realistic budget? 5. Don't over complicate your Facebook ad campaign, keep it simple. 6. Do you need to set up Facebook Conversion API? Meanwhile, did you know Facebook is testing a new control that allows businesses / charities to turn off the comments on their Facebook and Instagram ads? 🤔 https://lnkd.in/ek457SfV #DigitalFundriaising #SocialFundraising #PaidAds #MetaAds

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𝐒𝐦𝐚𝐥𝐥 𝐖𝐢𝐧 𝐂𝐚𝐬𝐞 𝐒𝐭𝐮𝐝𝐲: £𝟏𝟏,𝟔𝟑𝟗 𝐢𝐧 𝐑𝐞𝐯𝐞𝐧𝐮𝐞 𝐅𝐫𝐨𝐦 𝐚 £𝟑,𝟐𝟐𝟔 𝐀𝐝𝐬𝐩𝐞𝐧𝐝 𝐢𝐧 𝟐𝟐 𝐃𝐚𝐲𝐬 At Byrne Media, we pride ourselves on delivering positive results for our DTC clients. We've had the pleasure of working with a clothing brand in recent times to launch a targeted ad campaign that generated £11,639 in revenue from a modest £3,226 ad spend over just 22 days. This resulted in a 3.61 ROAS (Return on Ad Spend). 𝐎𝐧𝐞 𝐎𝐟 𝐓𝐡𝐞 𝐑𝐞𝐚𝐬𝐨𝐧𝐬 𝐁𝐞𝐡𝐢𝐧𝐝 𝐎𝐮𝐫 𝐒𝐮𝐜𝐜𝐞𝐬𝐬? 𝐀 𝐒𝐢𝐦𝐩𝐥𝐞 𝐘𝐞𝐭 𝐄𝐟𝐟𝐞𝐜𝐭𝐢𝐯𝐞 𝐕𝐢𝐝𝐞𝐨 𝐀𝐝 One of the factors that contributed to this success was the creation of a highly engaging video ad. We took a minimalist approach, showcasing different versions of the brand's top-selling T-shirt in a simple yet captivating slideshow. 𝐇𝐞𝐫𝐞’𝐬 𝐡𝐨𝐰 𝐰𝐞 𝐝𝐢𝐝 𝐢𝐭: 𝐂𝐫𝐞𝐚𝐭𝐢𝐯𝐞 𝐂𝐨𝐧𝐜𝐞𝐩𝐭: We arranged the T-shirts one on top of the other on a plain white table. Each T-shirt was given a few seconds of screen time, allowing the audience to appreciate the design and quality. 𝐄𝐧𝐠𝐚𝐠𝐢𝐧𝐠 𝐓𝐫𝐚𝐧𝐬𝐢𝐭𝐢𝐨𝐧: A human hand appeared from the corner of the frame, gently pulling away the top T-shirt to reveal the next one underneath. This action repeated several times, creating a sense of anticipation and curiosity. 𝐂𝐚𝐭𝐜𝐡𝐲 𝐁𝐚𝐜𝐤𝐠𝐫𝐨𝐮𝐧𝐝 𝐌𝐮𝐬𝐢𝐜: To make the ad more engaging, we added an upbeat, catchy background track. The music helped to keep viewers' attention and encouraged them to watch the entire video. 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜 𝐏𝐥𝐚𝐜𝐞𝐦𝐞𝐧𝐭𝐬: We placed the ad in high-visibility areas such as Reels and newsfeeds, ensuring it reached a broad and relevant audience. Results: 4.57 ROAS from a Single Ad This video ad was a star performer of the campaign, delivering a 4.57 ROAS. Its simplicity, combined with strategic placement, resonated with the target audience, driving significant engagement and conversions. 𝐂𝐨𝐧𝐜𝐥𝐮𝐬𝐢𝐨𝐧 Byrne Media's approach proves that creativity and simplicity, when combined with strategic execution, can lead to extraordinary results with the right product. With a clear focus on understanding the target audience and crafting ads that speak directly to them, we helped this clothing brand achieve substantial revenue growth within a short period. #Facebookadscasetudy #ecomcasestudy #ecommercecasestudy #DTCcasestudy #facebookads #roas #advertisingroi #facebookadvertising #facebookecom #ecommercemarketing #ecom #ecommercetips #ecommercegrowth #ecommerceinsights #referralmarketing #referafriend #shopifyplus #shopify #shopifytips #growthmarketing #growyourbusiness #increasesales #growmybusiness #googleadstips #googleads #emailmarketing #dtc #directtoconsumer #cpg #socialmedia #contentcreators #ugc #usergeneratedcontent #digitalmarketing #adcreative #adhooks #UPS #business #offers #customerintel #creativeadprocess

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Thanks to the clients who have trusted us with one of their most valuable business assets – their brand. GatewayDMS, LNA, Access Mining, CarbonLink™, Venue Crew, UEC and Meridien Group. #brand #brandstrategy #marketing #creative #creativeadvertising #design #digital #brandevelopment #brandidentity #marketingplanning #communications #communicationplanning

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MD of eight&four Amy McCulloch took to the stage at Advertising Week Europe 24 this week to talk GenAI + Creative marketing 🔥 In a fireside with one our most important clients - King - Amy & Sian agreed: 🤝 The most important application of GenAI can be creating higher fidelity concepts in pre-prod - reducing stakeholder feedback loops in creative asset generation. This could lead to business-altering productivity gains in complex marketing operation like King, who create over 20,000 assets a year internally. 💡 Customised GenAI tools - like eight&four's Coach - are critical for commercial application - off the shelf tools don't understand the specificity of brand worlds to make a meaningful difference in the creative process. 🎯 eight&four have found the most effective way to harness GenAI for clients has been targeting sector & business specific challenges - and building customised tools as a direct solution to them. Hence the build of Coach - which was built for Genesis (Hyundai) to support delivery of high quality automotive content at volume, or Scholar - a TOV governance tool originally built for our client Sandals. 🫂 The really hard part of it all? Taking your teams with you. They discussed the challenges of creating empowered, curious AI advocates within your business. They agreed it was an absolute necessity to do so - and the responsibility of marketing leaders to positively lead from the front. If you'd like to hear more about the talk, our GenAI consultancy, or any of our GenAI tools - just get in touch 👋 #AWEUROPE24

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"Irish sensibility prevents us from properly selling ourselves". I had the privilege of attending a live recording of the On Strategy Showcase at the iconic Guinness Storehouse. My key takeaways from the panel below. 1. Irish people get culture, we know how to make things happen and we're empathetic to other cultures. We're a nation of storytellers but we haven't been telling enough stories recently because we're too focused on tactical work and short-termism. 2. From a strategic point of view, we can compete with the best in the world. What we need is audacious ambition and a bit of courage. You can fake confidence, but you can't fake courage. 3. Marketing is an investment, not a cost and the dial is shifting (albeit slowly). We're the people who bring the voice of the consumer into the boardroom so we need to fight for our ideas.

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In today's competitive landscape, standing out is essential. Clara O' Mahoney, Client Manager at AM O'Sullivan PR Ltd., showcases how PR agencies can enhance an organisation’s reputation through media profiling. Partnering with a PR agency to strategically gain earned media can enhance your organisation’s credibility, build trust with key stakeholders, and help achieve organisational objectives. Read more about how media profiling can benefit your organisation here: https://shorturl.at/jlkoO #MediaProfiling #Credibility #PR #Cork

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Not everyone likes to hear this I know but standardisation and getting the fundamentals right are key to the success of retail media. Let’s work together as an industry to make this happen

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The team at CREATIVE 3 MEDIA™ had a great session delivering a marketing session to business owners and marketers in Belfast. Know your market; Know your strategy; Know your bait and measure the process. The five pillars of marketing, or the 5 P's, are essential for a successful strategy: Product: The item or service sold, including its quality, design, and features. Price: The cost to consumers, influenced by production costs, competition, and target market. Place: The distribution channels and locations where the product is available, both physical and online. Promotion: The methods used to communicate and market the product, such as advertising, PR, and social media. People: Everyone involved in the business, emphasising employee training and customer service for a positive experience. It all starts with a conversation guys, reach out to me or Christopher McClenaghan or one of the team CREATIVE 3 MEDIA™ and let's discuss what we could do together. #creative3 #marketing #strategy

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Over the last 15 years, we've learned a good deal about the power of reputation and how to harness this for client transformation and growth, grounded in world class measurement and strategy. In this video I explore some of our most fundamental learnings. This year's Ireland RepTrak 2024 report is on https://lnkd.in/eNXwbWRx #IrlRepTrak24

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Interesting summary of the rise and fall of Prime… the fundamentals still do matter for marketing and creating long term demand.

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Ready to revolutionize customer experience? Discover journey management: the modern approach to enhancing customer satisfaction at scale. Find out why it's the future and how to get started.

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