No images? Click here #012, October 2020 —Welcome to the October edition of The Frame Christmas Day is exactly 8 weeks from today and if September figures from Stats NZ are anything to go by, we are in for a very busy Christmas retail period. Recent research from JCDecaux tells us consumer confidence and spending intention over summer is relatively positive, which is extremely encouraging given the tumultuous year we have had. Recent industry data reported by OOHMMA indicates Out-of-Home investment across Q3 was up 163% on Q2. While we still have some work to do to reach year on year parity, we at JCDecaux could not be more pleased with how demand for our channel has bounced back. COVID has shown us Kiwis love and need to be outside. Following the strict lockdown conditions, advertisers have again seized the opportunity to engage their customers in the only environment mass audiences can still come together. Despite ever tightening availability, the market is still extremely short. That being said, advertisers are now at some risk of missing out on some of the best sites in New Zealand for the remainder of 2020. The irony is real given our state of play 12 weeks ago, so I would encourage all our partners to move swiftly for any activity earmarked this side of Christmas. The sunny blue sky is looking much more consistent these days, both figuratively and literally! I am looking forward to spending some time in the sunshine celebrating a positive end to a year that a lot of us would rather forget. Regards, Gary Rosewarne Leveraging intelligence —Staycations, domestic holidays and savvy shopping top the list for Kiwis this summerTo gain a greater understanding of Kiwis’ attitudes and anticipated behaviour over summer 2020/21, we partnered with research agency Pureprofile to conduct a bespoke survey. The research findings highlighted three key trends for the upcoming summer period: staycations, short domestic holidays, and savvy shopping. Calibre update —Latest Calibre development will allow users to calculate net reach at an urban and provincial levelThis enhancement will increase the relevance and granularity of net reach representation. It will be released to market in November 2020. Building brands —A four-step guide to Out-of-Home effectiveness Global, independent Out-of-Home agency, 1. Not all data is created equal Number of Kiwis planning to spend in October triplesIn positive news for New Zealand’s economy, research conducted by independent economist, Tony Alexander, shows that a whopping 32% of survey respondents planned to spend more in October –almost triple the number (13%) in September. Purchase intent improved across the vast majority of categories tested, with the biggest change seen for ‘eating out’, which went from -9% in September to +9% in October. This increase in consumer spending represents a powerful opportunity for brands to be top-of-mind when consumers are planning their purchases and are primed to spend. Top categories for planned spend in October: +42%Domestic travel +34%Home renovations+20%Gardening Source: Tony's View Spending Plans Survey October 2020 Campaign inspiration
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