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#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
Sales Director, New Zealand
Leveraging intelligence —
Staycations, domestic holidays and savvy shopping top the list for Kiwis this summer
To 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 level
This 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,
Talon Outdoor, has identified four key guidelines for advertisers to produce more effective
Out-of-Home campaigns:
1. Not all data is created equal
2. Balance Digital and Static formats
3. Say the right thing at the right time
4. Get creative
Number of Kiwis planning to spend in October triples
In 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
Best globally —
Twitter turns humorous tweets about wearing a mask into billboard ads
Twitter has once again drawn from its bottomless pool of user-generated content for its latest Out-of-Home campaign, aimed at encouraging US audiences to #WearAMask.
Best locally —
Watercare encourages Aucklanders to save water
In their latest innovative campaign, Watercare is using a selection of Digital Large Format locations in Auckland to display a water usage meter. The meter is updated on a daily basis to reflect current water consumption levels and encourage Aucklanders to save water.
For good —
JCDecaux proud to be part of cross-channel advertising initiative to drive donations during Breast Cancer Awareness Month
At JCDecaux, we're very proud to be one of the many media organisations supporting Hello and Breast Cancer Cure's new campaign, 'For The Want', which sets out to revive donations during Breast Cancer Awareness Month.
The moving campaign features 660 bespoke pieces of artwork, each with different pantones to represent the number of women who lose their battle with breast cancer every year. To donate, please visit the Breast Cancer Cure website.
We continue to 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
