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#018, May 2021 —
Here's our May edition of The Frame.
As we approach the half year mark it’s encouraging to see demand in Out-of-Home continue to recover, in fact some JCDecaux territories are reporting levels very close to that of 2019. Automotive, Finance, Telco, FMCG and Beverages are our strongest categories for the first half and are all showing parity to the same time in 2019; this is largely thanks to the stellar performance of our digital Large Format portfolio. The opening of the Trans-Tasman bubble has also made a significant contribution to the ongoing recovery of our business, it was very pleasing to see our airport audience exceed 1.2m in April alone.
The focus on H2 now begins with many irons already in the fire. New digital acquisitions, understanding consumers better though neuro technology, content partnerships, digging deeper into the role of our formats and programmatic in airports are all at the forefront of our planning. We look forward to sharing more on all of this in H2 when the time is right!
Regards,
Gary Rosewarne
Sales Director, New Zealand
Planning Out-of-Home —
The art of Large Format site selection
When it comes to Large Format, not all sites are created equal. High-quality sites are much more likely to deliver memorable campaigns and drive brand saliency. But what makes a site high-quality?
Location: Panels located in high-traffic areas, whether it be on major arterials, in busy shopping precincts or in key thoroughfares will be seen by more people to ultimately increase awareness, engagement and recall of campaign messaging.
Positioning: The placement and direction the panel faces has a huge impact on audience exposure. Panels that are easy to view - positioned front-on and directly in the viewer's line of sight - are much more likely to be seen and engaged with. Similarly, panels that are slightly elevated and free from any visual obstructions (for example trees, power lines or buildings) will also command attention and deliver longer viewing times.
Share of time: A metric that is frequently overlooked, share of time has a significant impact on campaign performance. JCDecaux Digital Large Format offers brands a high digital share of time to maximise brand exposure and audience engagement. Providing a share of time of 1 in 6 (only six advertisers are in rotation each week), JCDecaux delivers advertisers 33% more plays per week, versus a 1 in 8 share of time.
JCDecaux
Share of time: 1 in 6
Hours per week = 28
Plays per week = 10,080
Other Out-of-Home owners
Share of time: 1 in 8
Hours per week = 21
Plays per week = 7,560
To find out more, please contact your JCDecaux sales lead.
Seasonal Opportunity —
Connect with healthy, wealthy and wise audiences this cold and flu season
Winter is well and truly coming. The dreaded cold and flu season is upon us, and as the temperature drops and the days get shorter, health and wellbeing are top of mind for many Kiwis. For brands, this represents a strong opportunity to leverage increased interest in the category, and drive brand engagement with contextually relevant messaging.
64% of Kiwis say health is constantly on their mind (2.7M)
40% of Kiwis take vitamins or supplements
Due to its size, dominating presence and extensive coverage in the most sought after locations, JCDecaux Large Format is a powerful platform to drive broadcast awareness of health-related products this winter, particularly given Healthy, Wealthy and Wise audience segments are heavy consumers of Large Format:
78% have seen Out-of-Home advertising in the last week
IX118 remember seeing roadside billboards in the last week
IX159 like to be the first to try the latest in health and nutrition
To see the full Winter Wellness presentation please reach out to your JCDecaux sales lead.
Source: Nielsen
Building brands —
Contextual, more relevant now than ever
Apple's recent iOS upgrade, allowing users to choose to opt-in or opt-out of third party cookies, is set to change the game when it comes to targeting and delivering 'personalised' messages online.
As a result of these changes, there's a renewed interest in contextual advertising. As Integral Ad Science Country Manager Jessica Miles states: "contextual is back in vogue; it's having a bit of a renaissance. It doesn't collect a user's past data in any way, shape or form, making it future-proof in terms of data and privacy."
For brands considering running contextually relevant messaging online, digital Out-of-Home is a powerful channel to amplify activity and drive broadcast reach in the 'real world'.
56%
of Kiwis agree more brands should run 'in the moment' messaging.
+17%
increase in campaign effectiveness when
brands run contextually relevant messaging.
Source: JCDecaux IRIS November 2020; 'Moments of Truth' study Clear Channel, JCDecaux, Posterscope UK
Travel trends —
Airport passenger numbers exceed 1.2M in April
As expected, passenger numbers skyrocketed in April, with the Easter long-weekend, term one school holidays and Anzac Day providing the perfect opportunity for Kiwis to jet off on holiday.
A massive 1.16M Kiwis travelled domestically through one of JCDecaux’s three Airports – Auckland, Christchurch and Queenstown — the highest number since February 2020 and a +31% increase versus March 2021. These impressive figures show that domestic passenger numbers have well and truly rebounded, reaching 82% of April 2019 numbers.
With travel bubbles with Australia and the Cook Islands now operational, International passenger numbers are starting to show signs of recovery too. International passenger numbers increased by +175% across all three airports in April, with close to 80,000 passengers travelling overseas.
Source: Auckland, Christchurch and Queenstown monthly passenger numbers
Campaign inspiration
Best globally —
Honda creates the 'awareness traffic light' to encourage helmet use
This month, our best global campaign comes all the way from Argentina. To raise awareness of the importance of wearing a helmet while riding a motorcycle, Honda created the 'awareness traffic light'. Using facial recognition technology, the screen identified if riders were wearing a helmet. If they weren't, the light would remain red. This incredible campaign went viral and started a nationwide discussion around the importance of helmet use.
Best locally —
Cabot's takes DIY up a notch with an innovative dynamic activation
Back in January, Cabot's ran a clever dynamic campaign, encouraging Kiwis to plan their deck renovations with Aquadeck decking oil. Creative featured a 3-day weather forecast to give audiences the confidence they needed to get get out and oil their deck. This activation, combined with other activity, resulted in a significant traffic increase to the decking forecast microsite.
Technology —
Forget swiping, in China it’s all about scanning
In an incredible display, China’s night sky was lit up with a giant QR code, highlighting just how ubiquitous the technology has become across the nation.
"The illuminated QR code, effectively a billboard advertisement in the air, was part of a light show put on by Chinese video streaming company Bilibili". Created using hundreds of drones, the code was scannable, linking users through to its homepage.
Used for everything from adding friends on messaging apps, to paying for groceries at markets and ordering at restaurants, QR codes have become a symbol of China’s booming digital economy and consumerism.
While QR codes have been around for over two decades, and were a ‘buzz’ technology in the advertising industry for a number of years, their uptake in Western society never reached the heights initially predicted. This could very well be set to change given their proliferation during the COVID pandemic, particularly their role in contact tracing, and their significant uptake in China.
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
