Toolkit Seminar -How traditional media is embracing new technologies for advertising and marketing

Toolkit Seminar -How traditional media is embracing new technologies for advertising and marketing (Core Media, 16 Sir John Rogerson’s Quay, Dublin 2)

Our panel of speakers below will individually present and then answer your questions

  • Out of Home – Grainne Dilleen, Kinetic
  • TV – Heidi Gateley, Channel 4
  • Newspapers – Eimear Moran, The Irish Times
  • Radio – Sasha Hamrouge UTV Radio & Brian McCarthy UTV Radio Solutions

Each speaker with provide a short presentation illustrated with case studies in advance of an interactive open floor discussion / Q & A.

All registration and bookings can be made at

Email queries about bookings to .

AAI Toolkit training is open to non members at a nominal fee of €35 and is free to AAI members.  

Talk Details: 

Talk 1 : Next Generation OOH by Grainne Dilleen Communications Director, Kinetic

Out of Home (OOH), one of the oldest media, has been revolutionised in recent years with the advent of new technologies and Digital OOH.  The market is increasingly becoming a convergence of media types, platforms and technologies.  Combining creativity with new technology such as temperature reactive Digital OOH, or Augmented Reality capability can truly amplify a traditional OOH campaign.  Grainne will explore some of the recent technologies that have changed the face of Out of Home.  She will also outline how Digital OOH networks are being transformed into real-time marketing platforms and will share some recent worldwide campaigns that have memorably combined traditional media with new technologies.

Gráinne is Communications Director with Kinetic Ireland, the Irish arm of the largest Out of Home media agency in the world.  She has over twelve years’ experience managing all aspects of the marketing mix with particular strengths in internal & external communications, event management and creative thinking. She has worked with leading agencies and advertisers to deliver stand-out OOH campaigns.  Kinetic has won numerous awards with their media partners, most notably an International OBIE for their work on the Heineken Cities campaign which transformed a bus shelter into a tweet dispenser.

Talk 2 : Channel 4 Driving Digital Innovation Using Data and Technology, presented by Heidi Gately, Channel 4

In the world of broadcasting, Channel 4 has pioneered the use of first party data. Direct viewer engagement is at the heart of their entire strategy, and their viewer database has grown to almost 12m. By developing a 1:1 relationship with viewers, they understand their needs, motivations and interests, and are constantly innovating to offer a more personalised experience, both editorially and commercially. Knowing who their viewers are allows them to be more relevant, do lots of ‘cool stuff’ and get brands closer to the right viewers.

Using 1st party data Channel 4 were the first global broadcaster to launch demographic targeting and individual personalisation of broadcast VoD ads for the first time anywhere in the world was a real game-changer. Working with Coke they reached 1.4m 16-24 year olds with an individually named bottle of Coke as part of their ‘Share a Coke’ campaign. Engagement was off the scale with 59% of users claiming to take action as a result. This study plus other examples will form the basis of the Channel 4 Toolkit presentation.

Talk 3 : Breaking newspaper stories and launching advertising campaigns across traditional and digital platforms by Eimear Moran, Media Solutions Director with The Irish Times

The Irish Times was the first newspaper in Europe to launch an online edition back in 1994. Eimear will talk about how the paper has harnessed its early use of digital technologies and developed enhanced connection with newspaper readers and advertisers over the past 20 years.

Eimear will talk about how the paper has harnessed its early use of digital technologies and developed enhanced connection with newspaper readers and advertisers over the past 20 years.  Her presentation will focus on fully integrated campaigns like Kenco & Bank of Ireland, digital only case studies such as the Trocaire interactive story and examples of editorial digital content including The Irish Times treatment around The Budget and elections.

As Media Solutions Director, Eimear has extensive experience in print and on-line having been with the Irish Times for 17 years. During this time she has been part of the transition from a print only product to embracing technology in a very competitive market.

Talk 4 : Combining Social Media and Radio Promotions for enriched listener engagement.

Sasha Hamrouge Head of Digital and Social Media, UTV Radio and Brian McCarthy National Sales Director, UTV Radio Solutions will explore the results of the FM104 Cuddle Mug Shot Promotion which was run on air and across various social channels. The campaign was hugely successful and exemplifies how a sponsor can benefit from the high levels of engagement listeners have with their favourite radio station on social media. 

Sasha is an experienced Digital Content Director and Social Media Manager with strong brand development, media, entertainment and marketing background. She has over ten years’ experience across MTV, RTE and the UTV Radio Group and is passionate about social media strategy and creating engaging original content.

Brian is National Sales Director for UTV Radio Solutions where he has worked since 2003.  UTV Radio Solutions represent market leading stations in the 7 key Urban Areas and is home of the Urban Access package which changed the way radio is planned in Ireland. He’s lucky enough to work with a great bunch of people who strive every day to find the best solutions for their clients and then ensure that they deliver great results for them. Their outstanding work has been rewarded with many awards in key areas such as Innovation and Collaboration as well as Sales Team of The Year.  The team constantly strive to challenge the norms of traditional radio and have adapted to the changing market by developing a solutions team as well as establishing a content division to meet client needs.



Tuesday 26th January 2016 at 8:30am – 10:00pm

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