No images? Click here #017, April 2021 —Here's our April edition of The Frame. The month of April marked an important milestone in JCDecaux’s COVID recovery with the opening of the trans-Tasman bubble, seeing travellers from Australia arrive quarantine-free. We now estimate total passenger journeys including international, domestic and regional to be in excess of 30,000 per day across our three locations in Auckland, Christchurch and Queenstown. It has been extremely encouraging to see the market responding positively with a number of clients already returning to the international terminals after a long hiatus. April also saw the launch of JCDecaux OPTIX which you can learn more about in this month's issue. Using machine learning technology, OPTIX has aided in understanding more about the creative effectiveness of over 20 JCDecaux Large Format campaigns since its launch. Creative in Out-of-Home has long been a point of subjectivity, and while this is not a tool that will judge artwork, it does provide insight into how salient an Out-of-Home creative is, and how creative inputs might be applied for greater effect and recognition with consumers. JCDecaux Australia joined 13 other markets last week with the official launch of JCDecaux PROGRAMMATIC. This spearheads an exciting new time for Out-of-Home advertising in our region and we are very excited to share more about the evolution of our programmatic offering for New Zealand in the coming months. Learn more about how this has unfolded from many of the internal and external stakeholders involved in the launch by clicking the link in the article. Regards, Gary Rosewarne International travel takes off — Dust off your passport, the trans-Tasman bubble is officially open!After a long 12 months of separation the trans-Tasman bubble is finally open, giving Kiwis and Aussies the chance to reunite with family and friends, and embark on international adventures once more. Since the announcement of the bubble, demand for trans-Tasman travel has soared with Air New Zealand stating that it has been "run off their feet" as thousands of Kiwis snapped up Australian airfares. Air New Zealand was quoted as saying they expected 5,000 Kiwis to travel on the first day of the bubble with over 30 return-flights now operating each week. On the Australian side, Qantas and Jetstar have announced they will operate 83% of their pre-COVID capacity to New Zealand with 122 return flights per week, to safely meet high consumer demand. JCDecaux is the exclusive Airport advertising partner for both Auckland Airport and Sydney Airport (the most popular trans-Tasman route), in addition to Christchurch International Airport and Queenstown Airport. To connect with an excited audience travelling across the ditch, and learn more about the unique and highly impactful airport advertising opportunities available, reach out to your JCDecaux Sales Manager. Sources: Australian Aviation; NZ Herald, Stuff.co.nz JCDecaux Intelligence — Introducing JCDecaux OPTIX, our new proprietary tool that identifies which elements of your creative are attracting the most attentionInformed by data and deep machine learning technologies, JCDecaux OPTIX produces saliency heatmaps on creative, identifying the elements that are attracting the most audience attention to give advertisers the opportunity to make improvements to ensure more effective branding or a stronger call to action. Victoria Parsons, Strategy and Insights Manager, says: "Media placement is only part of the effectiveness equation; distinct, fluent brand creative is required for gaining attention and ensuring memorability over the long term. Recognition and recall require that creative is effective in terms of emotion, engagement and saliency. OPTIX does not 'judge' the creative work or the messaging of a campaign, its role is to measure whether key branding or executional elements draw attention and are likely to be recalled." JCDecaux OPTIX launched mid-April and we are already working with agencies to analyse Large Format creative. Get in touch with your JCDecaux Sales Manager to arrange a demonstration. Trends in Out-of-Home — Out-of-Home outlook 2021 JCDecaux Trading and Innovation Director, Kurt Malcolm, has been at the forefront of New Zealand's Out-of-Home industry for more than 15 years. From playing a pivotal role in the development of Out-of-Home measurement tool Calibre, to being involved in the ideation and execution of the highly awarded Steinlager 'Fight for Territory' campaign, Kurt's varied expertise has continued to lead JCDecaux - and the industry - forward. This month Kurt talks to Marketing Magazine about the trends that have shaped Out-of-Home over the last 12 months and what the future of Out-of-Home looks like in 2021 and beyond. Read the article ›JCDecaux PROGRAMMATIC —The future is now After many months of testing, JCDecaux PROGRAMMATIC has officially launched in Australia, giving us a sneak peek into what's coming when it launches in New Zealand later in the year. JCDecaux Australia can now trade 100% of its digital inventory programmatically, making it the first high quality roadside publisher to trade programmatically, at scale. JCDecaux PROGRAMMATIC offers brands access to quality Out-of-Home inventory with true control and flexibility. Advertisers and agencies can execute and optimise campaigns in real time, and supply is guaranteed - JCDecaux Australia has set aside at least 5% of its digital networks to be published via its exclusive supply-side platform (SSP), VIOOH. JCDecaux Australia launched its programmatic offering at a special 30 minute virtual launch event with more than 1,000 attendees. The event included interviews with a number of guests, including: Steve O'Connor Chief Executive Officer, JCDecaux ANZ It also included an effectiveness case study from a recent Tourism Tasmania programmatic campaign that showed impressive results. Campaign inspiration
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