Business Technology

Friday 19 January 2018

Google opens the web to seniors

Nuala Haughey from Kildare who participated in the internet event with her daughter Denise and Today FM's Ray D'arcy who broadcast his show from Google
Nuala Haughey from Kildare who participated in the internet event with her daughter Denise and Today FM's Ray D'arcy who broadcast his show from Google

THERE's a definite digital theme to PostScript this week, and that usually means an initiative coming out of Barrow Street.

Google has launched a new website to help what it calls Ireland's "younger generations" to teach their parents and older friends and relatives how to get the most from the internet. hopes to mobilise younger people across Ireland to pass their internet skills on to the older people in their lives.

According to ComReg, only 35pc of people over the age of 50 are using the internet, while the majority of people under the age of 50 are online. Google is calling on anyone who is in a position to help to check out the website, which has detailed lesson plans to help teach basic computer skills in an organised way.

"Older people are reluctant to ask family members for help, despite the fact that most people know someone in their own family, who would be well able to teach them," said Sinead Gibney, Google's head of social action. "Too often we think that because mum or dad can use email that they are comfortable with the internet.

"What we have found in the internet classes we hold for older people is that they very often know how to email but the vast range of other services online -- such as online banking, photo sharing or social networking -- are alien to them."

Google's Social Action team claims to have identified that when family members try to teach a parent internet skills, they do it in a very reactive fashion, usually when their parents are stuck and so 'fix' the immediate problem without really helping them understand what went wrong.

"Most often what we hear from older people attending the classes we hold with Age Action is that they get frustrated and their family member loses patience. This new site is aimed at helping overcome these issues," said Ms Gibney. has what are hoped to be easy-to-use lesson plans and tips for getting the most from the teaching experience. There are plans for you to teach complete beginners and improvers too.

This initiative is a partnership between Google and Age Action.

New site for ad buyers

DIGITAL Reach Group (DRG) has launched a website to, hopefully, make it easier for media buyers to buy advertising space. is a real-time bidding service that allows advertising to be purchased and served on the fly. Unlike the bulk-buying model of targeting large audiences by category, DRG claims allows advertisers to bid on each ad impression as it is served, only paying to reach users.

The hope is that the site will allow Irish agencies to efficiently tap into the 700 million Irish page impressions being served each month across all platforms -- online, mobile and video devices.

The strategy has already been successfully proven in the US market and is estimated to grow to a $5bn (€3.7bn) business by 2015.

DRG's commercial director, Kevin Foley, said: "Real-time bidding brings a highly targeted approach to advertising that shifts advertisers' focus from purchasing website pages to buying actual audiences based on audience profiles.

"This efficient advertising technology delivers the traffic and conversions to help ad agencies achieve their clients' goals of generating leads, increasing revenue and acquiring new customers."

For more information visit

Electric Media signs Brightroll

DIGITAL advertising firm Electric Media has announced a new and exclusive partnership with the video ad network BrightRoll.

Said to be bigger than YouTube -- with a global reach of 120 million viewers, and 38pc of all online viewers in the UK -- BrightRoll is believed to have access to more unique viewers online in the UK than YouTube, Sky and ITV combined.

Electric Media chief executive Dermot Hanrahan said: "This is a great opportunity for us to harness the expertise and experience of a world leader like Bright-Roll. Their success and reach in the US and UK will add further to what Electric Media can offer clients in the Irish digital advertising market. Video-on-Demand will see high ad revenue growth over the next year and we are delighted to add BrightRoll to our VOD line-up along with and TV3's 3Player."

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