No images? Click here #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 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 6Hours per week = 28 Other Out-of-Home owners Share of time: 1 in 8 Hours per week = 21 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) 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 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 Source: JCDecaux IRIS November 2020; 'Moments of Truth' study Clear Channel, JCDecaux, Posterscope UK Travel trends —Airport passenger numbers exceed 1.2M in AprilAs 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
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