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#019, June 2021 —
Welcome to our June edition of The Frame.
As we approach the end of the first half, JCDecaux is witnessing strong occupancy across our portfolio. Looking back to June 2020 when New Zealand was in recovery mode, SMI is reporting 183% growth YOY. What a great position to be in, given a year ago the outlook was unclear. Within our Airport portfolio, domestic travel audiences have now almost fully returned, with any deficits being attributed to international tourism. It’s promising to see demand for premium airport inventory is returning.
While growth in audience and revenue is encouraging, the vital importance of our airport assets means even more attention and focus is essential. As such, this month we are excited to announce the appointment of Matt Kum into the newly created role of National Sales Manager – JCDecaux Airport. Matt is charged with leading the sales team through this next phase of Airport expansion. His extensive knowledge of the media landscape, sales leadership background and strong business relationships make Matt the perfect candidate for this role and we are thrilled to have him as part of our leadership team. In other new appointments David Carran will join JCDecaux as a Senior Account Director servicing important territories such as Wavemaker, Stanley Street, The Attention Works and Krunch. David brings a wealth of media experience and an extensive understanding of effective advertising and business strategy. Please read below for more detail. Both these sales appointments reflect our desire to deliver exceptional client service and have customer success at the heart of everything we do. I very much look forward to both Matt and David’s contributions.
Regards,
Gary Rosewarne
Sales Director, New Zealand
New site launch —
Hello Westfield Newmarket! Two new digital panels offer advertisers unrivalled exposure at Auckland's premiere shopping destination
We are excited to announce the launch of two new high-impact Digital Large Format touchpoints at New Zealand's leading retail and lifestyle destination, Westfield Newmarket.
The two uniquely shaped digital panels are built into the exterior of the recently developed building, offering advertisers access to a huge volume of commuter and consumer traffic travelling from surrounding suburbs to the Newmarket precinct and beyond given easy motorway access.
Morrow Street and Gillies Avenue (DTV: 23,000+): captures traffic from Auckland CBD, Khyber Pass, Newmarket, as well as commuters on the Gilles Avenue on-ramp (SH1), heading towards Epsom, Mt Eden and Remuera.
Mortimer Pass and Gillies Avenue (DTV: 19,000+): located at the centre’s main entrance, this site captures Gillies Avenue traffic, as well as traffic from Mortimer Pass from the Southern Motorway off-ramp and audiences driving towards Khyber Pass, Parnell and the CBD from the eastern suburbs.
Team Update —
JCDecaux welcomes Matt Kum and David Carran
It's been an exciting month in the JCDecaux office, with two new starters - Matt Kum and David Carran - joining the team in senior sales roles. Matt Kum joins in the newly created role of National Sales Manager - Airport, leading the expansion of our Airport, while David Carran joins the team as a Senior Account Director – Agency. Both Matt and David bring with them a wealth of knowledge, having previously worked in media and sales roles. They will be out in market to meet you soon.
Read more ›
Building brands —
What's old is new again - appreciating Classic Large Format in the digital age
Digital technology has driven the growth and evolution of Out-of-Home by allowing advertisers to be reactive and agile, and the emergence of programmatic Out-of-Home is set to take flexibility to new heights. So where does Classic Large Format fit in the digital world? This often-overlooked, hard-working medium still has an incredibly important role to play in the media mix. In the USA, Classic Large Format accounts for 69% of overall Out-of-Home spend, with Digital Out-of-Home contributing the remaining 37% "indicating a deep-rooted value within this iconic media format".
In a recent opinion piece published in Forbes, Amanda Dorenberg talks about the first time she truly appreciated Classic Large Format, and how she now admires billboards everywhere.
Read more ›
Source: Forbes.com
*JCDecaux + fiftyfive5 research study
Classic Large Format delivers advertisers unique benefits that no other channel can offer:
1) Opportunity for creativity: Special builds allow brands to increase impact and cut-through, creating more emotional and memorable connections with audiences. For particularly impactful campaigns this can also lead to social sharing, further increasing campaign exposure.
2) 100% share of voice: No other media channel offers 100% share of voice in high traffic locations for a 4 week period. Ownership of a location increases campaign recall and heightens impact.
3) Efficacy and trust: Classic Large Format is an unintrusive and trusted* media channel, adding vibrancy to its surrounding environment. It is proven to build brand saliency and drive online action.
Travel trends —
July school holidays a strong incentive for a winter getaway
Domestic travel is predicted to spike during the July school holidays, as per the normal annual trend. JCDecaux's domestic airports saw passenger numbers in May surpass the 1 million mark for the second month in a row*. This incredible result is a good indication that consumer confidence has well and truly returned when it comes to domestic air travel.
Kiwis looking to escape the cold weather are eyeing up the Cook Islands during winter. Brent Thomas, House of Travel Commercial Director, states that interest in visiting the Cook Islands is particularly strong: “The Cook Islands has really taken off. We are really starting to see those numbers come through, particularly for the school holidays."
For more information on the opportunities available to connect with the valuable traveller audience over the July school holidays and beyond reach out to your JCDecaux sales lead.
*Combined, across all three JCDecaux Airports: Auckland, Christchurch and Queenstown
Source: Auckland, Christchurch and Queenstown monthly passenger numbers; Newshub.co,nz
JCDecaux OPTIX -
SkyCity's simple yet striking 'Feel It' campaign draws attention in all the right places
In May we launched our new visual Saliency tool, JCDecaux OPTIX. This predictive tool uses deep-machine learning to generate heat maps that identify key areas of saliency within Out-of-Home creative. The launch of JCDecaux OPTIX reminds us what makes great Out-of-Home creative – no more than three elements (headline image, logo), short copy lines paired with emotive imagery, and easy legibility of logos. We note the recent, inspiring SkyCity creative currently on our Digital Large Format screens. Using JCDecaux OPTIX to analyse the creative concepts highlights a very positive outcome where the copy is consumed within the context of the image and the branding has high saliency. Produced by Big Communications and placed by Wavemaker, it is beautiful and effective Large Format work.
Joe Holden, Big Communications Creative Director comments: "Large format outdoor features prominently in a new brand campaign for SkyCity. The Feel It campaign breaks down SkyCity into the feelings you have when you go there. It’s such a simple concept to grasp, outdoor is the ideal medium for it. A captivating image with a single word headline, paid off with Feel It and the logo. Done. Digital billboards enable multiple executions – and therefore multiple different feelings – to run at the same time. It all adds up to a compelling story about SkyCity."
Find out more about JCDecaux OPTIX ›
Campaign inspiration
Best globally —
VW grows a 'living' billboard to launch the carbon neutral, electric Volkswagen ID.4
To launch the new all-electric, carbon neutral Volkswagen ID.4, and highlight their commitment to sustainability, Volkswagen have grown a 'living' billboard, which captures carbon dioxide and is powered by sun and wind.
Best locally —
Mercury utilises Large Format to show Aucklanders that moving doesn't have to be painful
When moving, choosing an energy provider is typically one of the last things on the priority list, often forgotten about until the last minute. Mercury used this insight in their latest campaign, telling Aucklanders that "moving doesn't have to be painful, with Mercury it can be wonderful".
Awards —
Contextually relevant campaigns dominate the OBIE Awards, with Google receiving top prize
For the last 79 years, the OBIEs have celebrated creative excellence in Out-of-Home, honouring the most innovative activations in the industry. In May, the 2021 winners were announced. Here are a selection of campaigns that have received awards this year:
Platinum OBIE winner: Google Brand Studio.
To celebrate Black History month, Google Brand Studio ran an inspiring campaign showcasing culture defining moments in American history, through the lens of the black history-makers who shaped it.
Read more here.
Gold OBIE winner, Media: Reddit, Inc.
In their first ever brand marketing campaign, Reddit has cleverly used data to compare the number of Reddit upvotes received to votes cast in previous US elections to encourage audiences to get out and vote in the 2020 presidential election. Read more here.
Silver OBIE winner, Food & Beverage: Pernod Ricard
In their 'Vote First, Drink Second' campaign, Pernod Ricard ran contextually relevant messaging relating to the US election, encouraging audiences to vote. Read more here.
Partnerships —
The countdown to the Tokyo 2020 Olympic Games is on!
Following our recent partnership with Emirates Team New Zealand, we are once again thrilled to be supporting New Zealand's world-class athletes as they compete in the highly anticipated Tokyo 2020 Olympic Games. JCDecaux has been selected by the New Zealand Olympic Committee as the exclusive Out-of-Home supplier for the Games, with the partnership allowing us to broadcast live updates from Tokyo on our touchpoints across New Zealand.
Using Dentsu’s D4 technology, JCDecaux will be delivering the latest event and athlete news from Tokyo, live medal tallies and messages from fans and supporters, all dynamically created and delivered in real time.
Dentsu Group’s GM Products and Partnerships, Richard Pook said: “This is a great example of how real time data feeds can be used in dynamic creatives using our D4 platform. It’s fantastic to be supporting the NZ Olympic team like this, bringing people closer to the action in Tokyo as they travel around New Zealand.”
The Tokyo 2020 Olympic Games will run from the 23 July to the 8 August.
We look forward to any feedback you may have to ensure content is always relevant and engaging.
Many thanks,
Gary Rosewarne
Sales Director, JCDecaux New Zealand
