A definitive insight into the Out of Home Industry in Ireland
Issue 12 May 2014
viewpoint Focus on Digital OOH Media Owners in RoI and NI outline their digital formats
Starcom discuss how they used digital OOH for Heineken
A round-up of clever digital campaigns from around the globe
www.kineticww.ie
Viewpoint - The Digital OOH Edition
Simon Durham
Director Kinetic Ireland simon.durham@kineticww.ie 01 668 1822 / +44 (0)2890 725 777
All of the larger media owners have really embraced Digital. Exterion Media (formerly CBS Outdoor) has expanded their network and now have six centres where Digital OOH is available, resulting in a strong uplift in revenues. It will be very exciting to see further developments with digital 6 sheets set to launch across the rail network later this year. New formats and locations will encourage more clients onto both digital and traditional Out of Home.
Welcome to the first edition of Viewpoint in 2014 Looking back at last year, Out of Home was up 8% - a good result in a market that has seen other media decline. I’m happy to report that 2014 has started positively with further growth in Q1 year on year. This was driven by increased spend across a range of categories, in particular by Entertainment & the Media, Finance and Food.
It is also encouraging to see other media owners now also offering digital. 4Impacts entered the market late last year with their digital Totems at the Ilac Centre. AdTower has introduced their DigiTowers at 50 locations across Dublin targeting convenience and forecourts. Similarly, C-Store Screens from Visualise target the shopper right at the point of sale. Digital LED perimeter advertising is also available at the Aviva Stadium and has attracted clients such as Warner. The availability of
a network of digital locations is welcomed and has most certainly attracted new advertisers. In Northern Ireland, Clear Channel and JCDecaux now have digital units in the mall environment at CastleCourt S.C. and Victoria Square respectively. They are proving popular and we’ve seen clients such as Sony and Warner really occupy the digital space. The recent launch of NFC on over 2,000 Adshel panels across Ireland is another positive step for the medium. This will enable advertisers to share additional digital content and bring static campaigns to life. We recently attended the first Augmented Reality conference held in the Guinness Storehouse and the possibilities for Outdoor are endless. In-house, we’ve set up a Digital & Innovation department to address the growing demand for DOOH and innovation. The team proactively seek new and innovative ideas and encourage clients and agencies to think digitally.
” In this edition of Viewpoint we focus on Digital Out of Home. The DOOH market is still in its infancy in Ireland, but we’ve seen increased investment by media owners and increased demand in the last year especially. The beauty of DOOH is the ability to tailor your campaign message by day or day-part, location and temperature among other factors. With a flexible rate card available across the range of digital formats clients are now pushing more spend into DOOH.
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The beauty of DOOH is the ability to tailor your campaign message by day or day-part, location and temperature among other factors.
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As we look forward to the rest of 2014, the market still remains fragile. However, Outdoor continues to hold its own and there are plenty of client briefs where OOH is a strong candidate. Digital OOH has been a welcome investment but we would like to see the introduction of large scale formats. However, this needs both capital expenditure and the planning authorities to grant the relevant permissions. We’ll watch this space!
4Impacts bring Digital totems to the Ilac Shopping Centre
Oliver Kingston
Director of Strategy & Business Development 4Impacts www.4impacts.com 021 451 0222
Oliver Kingston of 4Impacts introduces their digital OOH totems which launched in the ILAC centre late last year Our totems comprise of 55” back-toback HD display (700cd) display screens. Each totem has built in software that measures the demographic information of the people viewing the advertisements on the screen. 4Impacts currently have 7 HD 55” back-to-back (14 screens) digital display totems in the ILAC Centre, Dublin 1. Situated in the heart of Dublin City, the ILAC Centre has an average footfall of 350,000 shoppers each week. Home to over 80 tenants, with some big brand names such as H&M, Debenhams, Starbucks, River Island, Dunnes and the arrival this summer of TK Maxx and a new bigger Boots Pharmacy which opened in April.
What can DOOH bring to a campaign? As we have witnessed in recent years, digital marketing has the ability to create a more personally relevant advertising experience. Today, as digital signage continues to be integrated with newer technology we are now “seeing” this ability with out-of-home digital advertising. 4Impacts view digital out-of-home as an opportunity for experiences and not just static advertising. Our focus is to leverage new technology to create more efficient opportunities for brand engagement. 4Impacts audience measurement solution analyses in real time the data provided by our audience measurement software. Our built in sensor provides an analysis radius of up to 10 metres. A definitive insight into the Out of Home Industry
It then uses data from this video sensor and a suite of proprietary real-time image processing algorithms to: •
Detect the presence of human faces in the digital images provided by the sensor
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Track each detected person while they remain within the sensor’s field of vision
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Assign a set of anonymous attributes to each tracked person, such as gender and age group information
The data from these face detection and tracking techniques is then output as a set of audience metrics accurately measuring the audience of our digital network. Furthermore, given real-time data is available at the point of measurement, we can trigger the playing of content specifically aimed at a particular audience, hence delivering more qualified impressions. The ability to interact with a message not only surprises consumers, but it does so in a way that increases time spent with a brand and builds positive brand associations. Looking ahead, we have plans to extend our digital footprint in Dublin and regional towns throughout the country. We are also working towards developing our data analytics section of the business, and have some very interesting projects in the pipeline. www.kineticww.ie
Exterion Media continue to roll-out their digital Out of Home network
Antoinette O’Callaghan Marketing Manager Exterion Media www.exterionmedia.ie 01 669 4500
Antoinette from Exterion Media outlines the success of their digital formats and their plans for the future Investment in any new venture requires bravery and in recessionary times nerves of steel are a must. Belief and passion are powerful forces and no shortage of these characteristics has been on display over the course of our investment in digital Out-of-Home. Our commitment to spearheading the roll-out of Ireland’s first premium digital network began back in May 2010 with the installation of DEP’s (digital escalator panels) and LCD’s in the Square Tallaght. Within 12 months we had launched dPods in Dundrum Town Centre, expanded to Pavilions Swords in early 2012 and finished 2013 by extending our digital network to Liffey Valley, Blanchardstown and Mahon Point.
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Average footfall through our digital network has reached a massive 1.4 million people every week. These are people who are spending money shopping, eating in restaurants and visiting cinemas with dwell time in our malls averaging at 2 hours. The malls in our digital network are destinations of choice with over 90% of visitors arriving by car. They are places to hang out, socialise and meet friends and attract people from far and wide geographical areas as has been determined by our research studies into our network audiences. Being first to market has its drawbacks – there’s no existing learning curve and no tried and tested formulas. Since our first steps into the digital sphere four years ago we have listened to our advertising partners, commissioned audience research and collaborated on many innovative and interactive projects all of which have demonstrated the game changer that digital Out-of-Home has become.
The expansion of our digital network coupled with the flexibility and interactive capabilities of the dPods has made it an enormously attractive proposition for advertisers. Flexibility has opened our digital network to a wider array of advertisers and attracted revenue from non-Out-of-Home formats. Dynamic content, time sensitive content, reactive messaging and interactivity have aligned
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The expansion of our digital network coupled with the flexibility and interactive capabilities of the dPods has made it an enormously attractive proposition for advertisers.
But while demand for airtime on our digital network is growing fast we believe that this is more about the audiences that are delivered through our network than just about digital Out-of-Home. Our decision to invest in our digital network focussed on the premium and desirable nature of the available audiences. The malls were selected on a wide number of criteria with the primary focus being on the quality and quantity of these audiences. The role of the dPods, DEPs and LCD’s in our network is to broadcast entertaining, rich content that extends audience engagement and allows advertisers to keep apace of audience expectations in today’s digital world.
So where to next for our digital network? Later this year we will commence the expansion of our network to reach the valuable commuter audience. Our strategy will see the extension of our network to the rail system. We have identified premium audience rich locations within the Irish Rail and Dart network that fit with the synergies of our existing locations. This will allow advertisers to exploit the many advantages of digital and deliver time sensitive and reactive messaging by daypart. This expansion is a natural progression from an audience perspective and broadens the opportunities already presented by our Transvision screens in Dublin’s key transport hubs. Our bravery and passion has paid off as we see demand for airtime on our network grow from both existing OOH advertisers and advertisers completely new to the medium. It’s a new dawn in the Out-ofHome sector and this has helped focus more attention on our medium. Our passion for engaging audiences and driving innovative and intelligent solutions will continue to drive us in our future strategies and enable us to grow the size of the OOH cake.
A definitive insight into the Out of Home Industry
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our digital network to other broadcast media such as TV, Radio and online. The inherent flexibility of digital OOH means that advertisers can access our digital network at short notice so their advertising messages can become focussed and reactive.
Average footfall through our digital network has reached a massive 1.4 million people every week. These are people who are spending money shopping, eating in restaurants and visiting cinemas.
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www.kineticww.ie
AdTower introduce their Digital format - DigiTower DigiTower are designed and manufactured in Ireland specifically for the current Forecourt and Retail environment. The AdTower Digital Messenger enhances the Forecourt and Retail experience with messages on-site services and in-store offers, which attract attention to the poster displays located at the entrance doors.
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Eileen Whelan
Managing Director AdTower Ltd. info@adtower.ie 01 239 3281
We catch up with Eileen from AdTower to talk about their DigiTower format located at forecourts and symbols The last two years has been an exciting time for Out of Home advertising, and the development of digital is setting the basis for a transformation in the evolution of the business here. Since the launch of AdTower in 2012 there has been a strong Digital element to the innovative new range of patented products, which have brought a fresh new concept to the OOH market. AdTower and
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The launch of DigiTower in 2013 brought a further new and exciting development to the OOH market and brings it closer to the world of multi media. They deliver greater flexibility and present advertisers with the opportunity to engage with impactful dynamic content through movement. DigiTowers are sited at high visibility permanent strategic locations, which allow brands to achieve maximum engagement with the consumer. All AdTower and DigiTower displays are located at Symbol Group & Forecourt locations. In a major development AdTower achieved a breakthrough in its agreement with Applegreen to erect AdTowers at their Forecourt locations achieving a first with DigiTowers in the concourse areas and AdTowers on the Forecourts of NRA Motorway SuperStops on the M1 and M4 North and South. AdTowers current display coverage is 500 displays comprising  of 300 AdTower
Illuminated Poster Displays with Digital Messengers, and 50 DigiTowers with 300 x 10 sec commercials. There are great opportunities for creative agencies to use DigiTowers through the extension of clients TV commercials onto digital platforms, whose proximity to the path to purchase cycle can only help to stimulate greater sales uplifts. Creating for digital can require extra work but will create memorable and impactful campaigns which drive brands and services. The maturing of the digital offering will lead to a more sophisticated approach by planners as they seek to find new innovative ways to deliver on brand campaign objectives. By choosing DigiTower clients can achieve a truly flexible broadcast communication, resulting in more engagement with the consumer and a stimulus to influence brand or service choice. AdTower will continue to expand its suite of media offerings, increasing its presence in Symbol Group stores and Forecourts growing its coverage to build networks which will enlarge the AdTower/DigiTower presence across the country.
Day-part Digital works for Heineken and Starcom
Conor Mangan Client Associate Starcom www.starcom.ie 01 645 2957
Conor from Starcom explains how Digital OOH was used effectively for Heineken earlier this year This year’s Heineken UEFA Champions League campaign was solely focused on the KPI of selling promotional packs in the Off Trade. Research highlighted that our target market indexed very highly for transport OOH as well as for OOH in high footfall shopping centres. The creative we had available lent itself favourably towards digital signage. Considering moments when the target market would be in a purchase or consideration mindset we identified dPods and Transvisions as the key digital formats that we could leverage to our advantage. The new digital formats available in the marketplace afford Heineken and Starcom the opportunity to communicate to an audience with relevant real time advertising. Working closely with Aoife Hudson in Kinetic we sought to focus our activity on UEFA Champions League match days and tailored the creative to acknowledge that the matches were being played that night or the next night. This is definitely an opportunity we will be keen to explore in the future as the global theme of real time messaging becomes a more focal point of many advertising campaigns. Another huge advantage of digital OOH is its flexibility for budgets – as A definitive insight into the Out of Home Industry
our budget was limited we reviewed the key connection and consumption moments and highlighted the importance of Mondays and UEFA Champions League match days. This allowed us to take prominence on quieter weekdays and avoid the busy weekend periods that were less relevant to this campaign. Specific time targeting through both formats allowed us to run the creative until the moment it became irrelevant – at kick off. With Aoife’s assistance we acknowledged the key commuter times for Transvisions and built our scheduling around these. The ability to hand pick what Transvisions to be up on allowed us to piggy back on other DART relevant events like home Leinster matches in the RDS and rugby and soccer matches in the Aviva that our target audience indexed highly on. With so much emphasis being put on the need for good creative to cut through the clutter in the advertising world, digital OOH provides a chance for us to showcase great creative in a fantastic light. The likes of the HD Orb Screens and the new nightlight screens are of an excellent quality and help us to try and achieve
standout from other competitors and brands active at the same time. Speaking about the campaign, Karl Donnelly of Heineken said: “Digital Out of Home plays an important role in our media mix. The flexibility that the medium offers allowed us to be clever with our UEFA Champions League campaign and use a tailored message to connect with our target market. Day-part selling ensures the budget is maximised and provided us with the ability to reach our target at the specific times to deliver against our KPIs. The locations of the dPods and Tranvisions in high footfall locations guarantees a captive audience, with our animated ‘Road to the Final’ content further drawing their attention.”
www.kineticww.ie
Reaching Urbanites with Orbscreen DOOH Geoff from Orbscreen introduces the new Digital format taking Dublin by storm Orbscreen is a unique Digital Out of Home offering launched in Q3 2013 and has already installed 22 Screens throughout Dublin city centre, ranging from 42” to 65” in size. During 15 years running a poster advertising service for the theatre, arts and music sectors, I have gained a huge amount of experience in site selection. Although technology grows more elaborate by the minute, some things remain constant and presenting the right message to the right people at the right time remains a core value at Orbscreen.
Pre-launch market research indicated that reaching the target audience is of primary concern for clients. Orbscreen specialises in reaching Dublin’s urbanites whilst out and about in select restaurants, bars, and boutique retail areas. We target 18 – 35’s who work hard and like to reward themselves. The quality and flexibility of the technology has proven very attractive for clients, particularly in the movie sector. Movie companies typically have very strong digital assets and a desire to reach specific demographic and lifestyle groups. Orbscreen offers a network of HD digital screens in the heart of the city allowing clients to add reach to any campaign. The scarcity of digital options in the city centre means that Orbscreen is a unique offering. Although DOOH in Dublin is still in its infancy, the technology promises limitless possibilities. One of my favourite bespoke digital activations is a Pepsi Max transparent bus shelter with augmented reality content on Oxford Street, London. As people
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Geoff Fitzpatrick
Managing Director Orbscreen www.orbscreen.com 01 475 8964
waited for their bus, looking through what appeared to be a normal window, various tricks, from monsters eating people to UFO’s arriving, caught people off guard. Another favourite is a digital screen in New York that transformed all passing traffic into the full electric concept car BMW i3 while keeping the actual live motion of each car in the traffic stream.
Exciting as these ideas are, the majority of campaigns are digital versions of traditional two-week poster campaigns. I have, however, felt a desire from clients to get more from the technology. This is exciting and there is a sense of the approach reaching a turning point. The DOOH Mecca is the annual ISE conference in Amsterdam with over 50,000 attendees. This year I saw some interesting ‘bolt-on’ technologies. Audience measurement and profiling from Quividi allows triggering of content based on gender, meaning that ad copy will react and adapt to the demographics of the audience viewing a screen in real time. I also liked a new solution from Barix that delivers sound through windows direct to user’s ears via their smartphone. As these new features become the norm for digital campaigns, I foresee DOOH achieving the market presence that it deserves.
JCDecaux Digital launches in Victoria Square Shopping Centre (NI)
Tony O’Flanagan
Tony from JCDecaux updates us on their Digital Out of Home formats which launched in February 2014 at Victoria Square Shopping Centre in Belfast In February this year JCDecaux Ireland took a first step in to the Digital Out-ofHome (DOOH) arena with the launch of JCDecaux Digital in Belfast’s Victoria Square. Victoria Square was the ideal location for us to launch JCDecaux Digital. It is ranked as the Number 1 shopping mall in Northern Ireland* and attracts over 200,000 people per week with footfall on the increase year on year. Victoria Square is a destination location, with people coming to shop in high end stores including House of Fraser, Reiss, Calvin Klein, Hugo Boss, Superdry and Apple, as well as to watch movies in the 8 screen Odeon Cinema. The centre is open 24 hours a day with a number of popular A definitive insight into the Out of Home Industry
cafés and restaurants making Victoria Square a fashionable night-time venue. There are five contemporary, high definition 55” portrait digital screens located in key areas in the centre, each with 6 x 10 second advertising slots per screen per minute. Each 10 second slot is sold on a two week basis. There is also one large format 3.8m x 2.8m landscape screen with 6 x 10 second advertising slots per screen per minute. Slots on the large screen can be bought on a two weekly or weekly basis. All of the screens in Victoria Square are capable of displaying dynamic / animated visuals and have been strategically placed to ensure that they attract maximum attention with ads that can be changed in real time. The market’s reaction to JCDecaux Digital in Victoria Square has been very encouraging. In our first cycle Sony booked all five 55”screens as well as the large screen for the launch of the Xperia Z1 Smartphone. One of the main features of the new Sony Xperia Z1 is it’s ultrahigh definition camera. This made the
high definition digital screens in Victoria Square the ideal channel to deliver state-of- the-art picture quality ads to an audience in a shopping frame of mind. Warner Bros, Pandora Jewellers, House of Fraser and Bank of Ireland have also recently used the screens in Victoria Square to very good effect. It’s early days for JCDecaux Digital but so far the experience has been very positive. *Source: Trevor Wood Associates
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Marketing Director JCDecaux www.jcdecaux.ie 01 460 9000 / +44 (0) 2890 624 606
The market’s reaction to JCDecaux Digital in Victoria Square has been very encouraging.
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www.kineticww.ie
Clear Channel Digital at Castlecourt (NI) all located in maximum impact locations within the shopping centre - Royal Avenue entrance/exit, Smithfield Square entrance/ exit and the upstairs food hall to ensure they can’t be missed by the 16 million Castlecourt SC visitors per annum.
Clear Channel was delighted to be the first to bring this premium format to the NI OOH market, and as expected it has been well received by both local & national clients. Clients taking advantage of the opportunities within Castlecourt include national advertisers such as PUIG, Estée Lauder, Lancome, O2, Disney, Warner & Sony Pictures, and local advertisers DEL, Translink, Irwins, The National Trust, West Coast Cooler & DOE. Advertisers have used both static and motion creative across the range of packages available and a number of campaigns have been a natural extension of Adshel roadside activity.
Packages are generally based on a 10 second slot per minute on all screens but there is a variety of day part, mixed time slots and live update options available also allowing full flexibility for clients across the 6 x HD screens. The screens are
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We were keen to bring digital into the NI OOH market after global research conducted by Clear Channel that highlighted the benefits of the technology for both the advertiser & consumer. UK research found that shoppers look at digital screens in shopping malls on average 3.4 times per visit, are viewed 60% longer than a static equivalent, deliver on average 9% more contacts than static creatives and can generate as much as a 24% uplift in contacts depending on quality of creative.
Peter Megarrell
Commercial Director Clear Channel www.clearchannel-ni.co.uk +44 (0) 2890 463 250
When asked about any future plans Peter added, “Clear Channel NI have recently launched 500+ NFC panels within their existing portfolio and Castlecourt SC digital screens are part of the roll out which further enhances the flexibility of OOH, creating synergy between outdoor and online. It is part of Clear Channel’s global programme bringing the technology to 23 countries over the next four months, transforming our engagement points into interactive launch pads.” The smart phone user will tap or scan the NFC tab; this will then allow them to access content or services as supplied by the advertiser. For example, they could view a movie trailer, enter a competition, download an app or avail of a special offer. It will give consumers an interactive experience & integrate Adshel & digital with wider media campaigns.
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Following the launch of Clear Channel NI’s digital screens in Castlecourt Shopping Centre, Belfast in August 2013 we touch base with Peter Megarrell, Commercial Director, for feedback on the format
The screens can’t be missed by the 16 million Castlecourt SC visitors per annum.
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The UK Digital OOH Perspective The UK is one of the market leaders in Digital OOH. We catch up with Suzanne in Kinetic to learn more about Digital in the UK The extent and nature of available digital inventory varies from market to market, but the UK is currently the most developed of the EMEA DOOH markets, with 80,000+ digital screens available. However, less than 6% of all OOH sites are digital but account for 20% of revenue. Some aspects of the UK’s landscape are echoed in the other regions where digital is at an earlier stage of growth. Digital investment in all markets has tended to focus on environments and locations with high dwell times, (e.g. rail and transport hubs), and in retail environments such as malls and shopping centres as well as in-store. UK Digital Outdoor Revenue
250 200 150
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2014 expected to be +17%
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2006 2007 2008 2009
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Suzanne Deakins
Head of Marketing EMEA Kinetic Worldwide www.kineticww.com +44 (0) 207 544 4600
whilst they are also developing Kingston as a ‘blueprint for the future’ by providing excellent testing facilities for different digital environments and formats. The town will see the addition of digital 48s and 6s as well as digital rail formats at and around the local station. There is also digital investment planned in a number of other environments and locations; JC Decaux are planning 8 new digital towers for West London whilst a number of London underground stations will see new LCD and digital cross-tracks installed or upgraded. We also expect to see a mushrooming of digital opportunities in social environments, e.g. bars, clubs, gyms, and salons. Some of the developments with the most potential seem set to happen within retail environments. 44% of all Mall formats are now digital (95%+ by end of 2014). April saw the launch of 400 D6’s at Tesco stores across the UK, with other supermarket and retail chains expected to follow suit. The opportunity to use Tesco’s data on purchasing patterns should enable ever more granular targeting for advertisers using these panels.
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2010 2011 2012
2013 2014 Source: OMC
DOOH spend represented 22% of all spend in 2013 (£m)
The digital market is currently dominated by London which accounts for 45% of all UK digital screens and 90% of digital roadside. But there are major digital investments planned for this year that should help redress some of this imbalance.
Developments planned for 2014
The largest DOOH growth areas in the UK in the immediate future will include national roadside, both large and small format with most malls carrying 100% digital by the end of 2014. Rail - Digital 6s will roll out nationally this year with the total number of sites about to double, whilst Transvision screens will also see further investment with upgrades at Victoria and Waterloo in London and the addition of other stations outside the capital, (e.g. Newcastle). Roadside - JC Decaux are to undertake their first roadside digital investments outside of London, (starting with Manchester), A definitive insight into the Out of Home Industry
The nature of digital out of home opportunities in the future will inevitably be driven by technologies that we cannot even imagine yet. However, for the present and immediate future the opportunities largely seem to lie in harnessing both the increasing power of mobile digital devices and the increasingly digitised out of home inventory in both the outdoor and in-store environments. Commercial and creative ambition is a key consideration and advertisers wishing to capitalise on the benefits Digital can bring, need to be educated on the potential of using the medium in a much more bespoke, creative and tactical way, for example adapting the message to complement the time of day. www.kineticww.ie
Clever Digital Campaigns Weather activated digital billboards for Leinenkugel Beer - USA Digital billboards in Chicago for Leinenkugel’s beer changed according to the weather. The units were hooked up to an RSS feed that retrieved weather information and adjusted the creative accordingly. When it was sunny, the message read ‘Brewed for days like today’, with rain the message changed to ‘It’s Raining, We’re Pouring’ and finally cloudy weather saw the message ‘Partly Cloudy, Completely Shandy’! Big Yellow Self Storage brings back Space Invaders - UK Interactive 6 Sheets ran at Westfield Shopping Centre to promote Big Yellow Storage. Passers-by scanned a QR code on the poster with their phones, turning their mobile device into a controller that allowed them to play an altered version of ‘Space Invaders’. Instead of shooting aliens, players shot household objects and furniture, clearing space as they went, tying in with the strapline “Get some space in your life”. The campaign was booked by Kinetic UK and mSix.
Tactical DOOH by Post Office for Mother’s Day - UK To promote the Post Office’s special next day and Saturday delivery services, DOOH was used in advance of Mother’s Day to capitalise on the live conversations occurring on Twitter. The campaign provided a live tally of the number of tweets discussing the shared experience of how best to celebrate Mother’s Day! The campaign used a selection of search terms to measure popular themes around Mother’s Day. Tactical messages supported the live tally alongside details of the Post Office’s delivery options and the call to action “pop in to your local branch”. Lego Location-Based Digital OOH – Australia Warner Bros. Pictures used the location based element of Digital OOH to promote the Lego release in Australia. A number of different creatives were used which took into account proximity messaging and daypart technology. Each of the creatives featured a Lego character with ad copy specific to that precinct or location, which was broadcast across the specific sites accordingly.
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