No images? Click here #020, July 2021 —Welcome to our July edition of The Frame. ….which is reaching you in the first days of August. Where is this year going? With the first half of the year behind us, the focus is now on H2. This month we are out in agencies presenting our Large Format playbook, a comprehensive showcase of eight effective and creative plays for Large Format that demonstrate its ongoing relevance and evolving agility, over and above brand building. During August, I am also sharing plans for our Programmatic launch with trading directors as we start to test this across JCDecaux Airport. It is so good to be back in agencies and chatting to you about what is planned for the remainder of 2021. Please look out for the Playbook invite over the next few weeks; we will also summarise the plays in the next issue of The Frame.
Regards, Gary Rosewarne Research update —2021 research shows that including Airport in the media mix improves brand preference and campaign recallStudies have shown that Out-of-Home advertising makes other channels more effective when included as part of the media mix, feeding the top of the purchase funnel to help make the lower parts of the funnel, such as digital, work harder. Airport, a high dwell Out-of-Home channel, is an effective contributor to overall campaign outcomes. During H1 we conducted research to understand more about JCDecaux Airport’s effect. Four brands from different categories were selected and broadcast across the JCDecaux domestic airport network. A sample of domestic travellers were recruited prior to travelling. A seeding survey measured brand awareness and category preferences. After the trip, a follow up survey measured changes in brand awareness and preferences to highlight the impact of exposure to Airport advertising. Topline findings showed: 1) A high recall for airport advertising, especially when compared to share of spend Please ask your JCDecaux Sales Director for research details.Out-of-Home and online —The five ways Out-of-Home complements online advertisingOver the past eighteen months the way people shop has changed. In early 2020, online shopping was experiencing growth of around 10%. Throughout 2020, online shopping accelerated, resulting in an increase of more than $1.2b in online spend- with more than 2.17 million people (53%) shopping online. 305,000 of these were new online shoppers. Interestingly, the strongest growth came from “the over-60 age group, with a 30% rise in spending”*. The trend is expected to continue, so it is important for brands to consider how they influence the digital path to purchase. Out-of-Home is a powerful channel to increase brand consideration and complement online advertising. Source: *New Zealand Post eCommerce Report; The Drum Scott Green, Strategy Director at Posterscope has highlighted five different ways Out-of-Home can complement online advertising: 1) Tech, data and digitisation in Out-of-Home 2) Out-of-Home drives consumers online 3) Out-of-Home is best placed to prime digital channels 4) Out-of-Home amplifies Social and Mobile advertising 5) Out-of Home is at the heart of mobility Read more ›Building brands —What drives audiences to trust brands?JCDecaux UK have joined forces with Clear Channel UK to study consumer confidence, analysing brand qualities required to build trust with UK consumers. The findings reveal the top three qualities to build brand trust with consumers are: 1) Product quality (76%) The study also states that Out-of-Home was the most effective media format to drive perceptions strongly linked to trust including honesty, reliability and safety. This research supports findings from our 2020 Vision for Building Brands study which demonstrated Large Format's ability to increase consumer sentiment around four key metrics: interest/ engagement, trust, preference and consideration. Results showed that JCDecaux New Zealand touchpoints positively impact all of these brand sentiment metrics, with trust +28% for those exposed to JCDecaux touchpoints (versus non-exposed to JCDecaux touchpoints). For more information on JCDecaux's brand sentiment study, please reach out to your JCDecaux sales lead. Read more about the UK study ›JCDecaux AIRPORT -Christchurch Airport's domestic network reports BUSIEST WEEK EVERChristchurch Airport's domestic passenger numbers have well and truly rebounded with monthly passenger reports showing that across April, May and June there was only an average -14% decline per month versus 2019 figures (which is attributed to missing international travellers). Christchurch Airport has reported having its busiest domestic week ever during July with over 17,000 travellers a day, which is 110% of pre-COVID levels. As reported by Christchurch Airport, "obviously school holidays help but domestic tourists, business travel and those visiting friends and relatives are flying our routes in increasing numbers. Air New Zealand have ramped up schedules with more ATR flying into Christchurch over the holiday period". 325,000+Passengers travelled domestically through Christchurch Airport in June 2021. 86%return in June 2021 versus June 2019 passenger numbers, which is consistent with April (86%) and May (84%). Auckland and Queenstown Airports have also reported strong monthly domestic passenger numbers for June - over 580,000 travellers passed through Auckland Airport (-17% versus June 2019) and over 107,000 travellers passed through Queenstown Airport (up 1% versus June 2019). This positive number for Queenstown shows how many Kiwis are now travelling here, completely replacing all international tourists on domestic transits through the airport. Source: Auckland, Christchurch and Queenstown Airport monthly passenger numbers Campaign inspiration Apple frames Pet Portraits with their latest 'Shot on iPhone' campaignSimple. Striking. Entertaining. The recipe for a great Out-of-Home activation. Apple's latest iteration of their 'Shot on iPhone' campaign is just that. Pet Portraits is a simple execution, featuring a multitude of creatives, that commands attention and generates an emotional response.
KFC's Hot & Spicy is back to bring the heat in winterTo promote the return of Hot & Spicy, KFC is cleverly using a dynamic weather feed to broadcast the lowest nightly temperature in each particular location, encouraging audiences to dial up the heat on their tastebuds. The contextually relevant campaign is running across a selection of high-impact JCDecaux sites in regions where KFC is available for delivery. JCDecaux social —The inaugural JCDecaux Open was a smashing successThe inaugural JCDecaux Open was held last month at the Scarbro Tennis Centre in St Johns with competitive tennis played by all areas of the business. The Sales team provided the most players, however there was fierce competition from both the Commercial and Operations teams too. A mix of experienced players and newcomers resulted in a challenging pool of competitors all vying for the championship title. Only one injury was sustained on the day by Brylin “The Nick” Nicholls who turned too quickly in a dash to the baseline and rolled his ankle, but valiantly persevered and finished the game. We look forward to any feedback you may have to ensure content is always relevant and engaging. Many thanks, |