No images? Click here #014, January 2021 —Here's our January edition of The Frame. Happy New Year! I hope everyone is settling back into work and enjoyed their summer break. It seems 2021 has kicked off with a hiss and a roar! After re-engaging with the market over the last couple of weeks the sentiment seems to be full steam ahead for 2021. That is true here at JCDecaux too with lots of activity and the first quarter already showing excellent results. Our team is now back in full with some commencing in their new roles. Jason Waddell joins us in the capacity of Account Director on PhD (most recently from our office in Melbourne) and Ben Poole take the reins as Business Director on OMD Auckland to name a couple. For those who know Lauren, she had her baby boy this week (currently nameless). Our team is rested, fresh and looking forward to a prosperous 2021. This year will be a year of step-change in Out-of-Home. Long awaited unified measurement, campaign verification, data driven automation and audience first initiatives will headline in 2021. The JCDecaux asset portfolio will continue to expand and now domestic air travel has normalised we look forward to reigniting the power of Airports. Alongside our premium partnership with both The 36th America's Cup and Tokyo Olympics (both involving live content), JCDecaux further cements its position as the leaders in high quality Large Format and Airport Out-of-Home advertising. Our team is excited to share more as the year unfolds.
Regards, Gary Rosewarne New product launch —A panel of Olympic proportions is coming We're going for gold in 2021, with the highly anticipated launch of The Olympic. Located above the Newmarket Olympic pool, which famously hosted the 1950 Commonwealth Games, this impressive digital touchpoint is designed to maximise impact and exposure among the huge volumes of traffic travelling towards Auckland's most popular retail shopping district. Highly impactful due to its in-front, elevated positioning, exceptionally long viewing distance and high audience dwell times, this impossible to miss panel is set to become one of the most sought-after locations in JCDecaux's market-leading portfolio. Seasonal opportunity —New Year, New You: the benefits of Out-of-Home for promoting health and fitness brandsNow the Christmas festivities are over, it's time for a January reset – the month to create positive new habits and set ambitious goals for the year. For many people, these goals are typically centered around getting healthier and exercising more. According to Talon Outdoor: "Digital Out-of-Home is the most recalled ad format and is recognised as a huge driver of brand awareness and conversations. This makes the channel a sizeable asset for health and fitness clubs since word-of-mouth recommendations are often thought to be a key driver of membership growth." Research shows that people engage more with Out-of-Home when moving, due to the stimulating effects of a heightened heart rate. The desire for self-improvement represents a huge opportunity for food, health and fitness brands to connect with consumers who are open and receptive to behavioural change to break those bad habits while they are out and about over summer. A JCDecaux perspective — Out-of-Home in 2021: JCDecaux's predictions and plans for the year ahead This time of year, the conversation inevitably turns to what can people expect for the year ahead, even more so in 2021 after a disrupted 2020. We’ve just completed our deep dive into people’s relationship with Out-of-Home post COVID, and it's extremely heartening to see the strength of our media, even in uncertain times (see more details below). We're predicting Out-of-Home to continue showing strong growth; JCDecaux is pushing on with our automation plans to aid planning, as a path to programmatic. The big focus for JCDecaux in Q1 will be bolstering the data sources in Calibre with additional audience movement insights. International commentators’ predictions focus on tech and data evolutions as the Digital Out-of-Home revolution continues. Travel trends —Kiwis take to the skies for summer holidaysIn the JCDecaux 'Summer like no other' presentation last year, our IRIS survey results identified domestic holidays as a key trend, and we are pleased to say this trend was realised. In December, both Auckland Airport and Christchurch Airport recorded its strongest performance since February 2020, with almost 550,000 domestic passengers passing through Auckland Airport and just over 341,000 domestic passengers passing through Christchurch Airport. Queenstown Airport also delivered a strong performance with over 116,000 domestic travellers. Overall, in December over one million Kiwis passed through a JCDecaux Airport. The robust demand for domestic travel, which is expected to continue throughout 2021, represents a powerful opportunity for brands to create more meaningful and memorable connections with audiences. Key Domestic Airport benefits include: 1) Mass reach: allowing brands to access a huge volume of more affluent Kiwis. With International borders closed, there is the unique opportunity to reach 100% Kiwi audiences. 2) Increased engagement due to long dwell times and increased audience receptivity to advertising. 3) Creative impact via high-impact touchpoints with full-motion video capabilities. For full Airport Insights, please talk to your Account Manager. 72%of Kiwis intend to holiday domestically during 2021 (+8% since May 2020). 40% plan to do this outside of school holidays.56%of Kiwi businesses have employees of execs travelling for business (+6% versus the global average)Source: Tourism New Zealand. TRM Travel Solutions Campaign inspiration
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