Welcome to our August edition of The Frame. Hello to everyone in lockdown. Obviously this is a situation none of us hoped that we would be in, particularly the long level 4 period in Auckland. It is great to see most of New Zealand now in Level 3 (I’m in Christchurch so looking forward to Uber Eats again!); we hope you are doing well, wherever you are. We’re well set up in a WFH model so please be assured our teams are ready to respond to any requests. Each week the OOHMAA provides the industry with traffic measurement reports and we have
previous alert level changes as models for what to expect out on the roads. Please reach out to your JCDecaux Sales Lead with any questions regarding this. Looking ahead to summer, we’re working through new insights for the market and new tools to help deliver more effective campaigns. Lastly, on Monday we sent our annual CONSULT survey to the market. If you received this survey, please take 10 minutes to give us feedback – remembering the prize of one of three Moet & Chandon magnums.
Regards, Gary Rosewarne
Sales Director, New Zealand
JCDecaux's quality network cuts through in busy urban environments
At JCDecaux, our strategy for acquiring and digitising sites has always been centred around quality. We aim to build the most impactful network, containing touchpoints located across the busiest and highest value precincts. A network that delivers the most effective business outcomes for client partners. Recently we used JCDecaux OPTIX to analyse images of our sites to gain a greater understanding of how eye-catching they are in situ. The saliency heat maps produced show JCDecaux Large Format touchpoints command attention across a range of high-traffic, urban environments and clearly demonstrate our quality principles in action. JCDecaux’s focus on quality can be seen when using the
same methodology to compare a view with multiple touchpoints in it.
Looking ahead to summer campaigns
As we look ahead to summer, and hopefully an end to the current lockdowns, it’s time to start planning summer campaigns. We know that as the weather gets warmer and the days get longer, people are motivated to spend less time on screens and more time outside enjoying the parks, beaches and walking tracks locally and beyond. As was the case in 2020, an early spring lockdown makes people appreciate the outdoors even more, once restrictions on movement end. Q4 and the lead into summer is also a time of increased spending as people begin to prepare for festivities. Black Friday and Cyber Monday have become the biggest shopping events on the retail calendar (now bigger than Boxing Day sales), with
consumers starting their Christmas shopping early. With whispers of low supply, exacerbated by lockdowns, we anticipate shoppers will act early this year. Talk to us now about summer campaigns to ensure full choice of our highest-quality assets to make sure your client’s brands are top-of-mind.
Spend on Black Friday weekend 2020 versus $149M on Boxing Day 2020, a +3.9% increase versus Black Friday 2019.
Source: NZ Herald, Dec 2020
Our summer insights survey is in market now to gain insights into: 1) Spend intentions during Q4
2) Travel intentions over summer
3) Response to evolving dynamic Out-of-Home
The future of
Out-of-Home is
out of this world
Over the past decade, Out-of-Home has proven itself to be arguably the most adaptable mass media channel, leveraging new technologies to evolve and increase campaign effectiveness. So what's the next big technological development to propel the industry forward? Two examples of jaw-dropping advancements from around the globe are: 1) 3D Out-of-Home
2) Satellite billboard advertising
JCDecaux Programmatic rollout is underway
After a successful JCDecaux Programmatic launch in Australia, attention has now turned to New Zealand. To test the technology and start building up a bank of case studies, we are in the middle of a soft-launch across JCDecaux Airport. The full rollout, across JCDecaux's Large Format network, is planned for Q4 2021. JCDecaux Programmatic offers a range of benefits to advertisers including:
Increased control over when, where and how many impressions are bought, with agility and flexibility in creative selection.
Optimise campaigns in near real-time via a connected DSP. Minimise wastage, diversify budgets.
Activate on specific days or dayparts, unlocking greater contextual opportunities for brands.
To view the JCDecaux Programmatic presentation please reach out to Gary Rosewarne.
Campaign inspiration
Best globally —
McDonald's creates a walk-thru billboard to surprise and delight passers-by
McDonald's has cleverly turned a Static Large Format site located in London's South Bank into a McDonald's walk-thru, distributing free McFlurry ice-creams from a hatch in the panel. The campaign, designed to bring a moment of joy to passers-by, celebrates 21 years of the iconic ice-cream treat being on the menu.
Oatley breaks the Out-of-Home creative 'rules' to announce its
New Zealand launch
Typically, Out-of-Home creative should be short and sweet. But Oatley doesn't follow the rules, so when it came to announcing the Oat Milk brand's arrival in New Zealand it took up two Large Format sites in Auckland just to get 'one thing' across. The innovative, long-form copy creative drove talkability, making headlines in industry trade publications and on consumer radio stations. The pay off was a free oat milk coffee at William's Cafe in proximity to JCDecaux's Large Format panel at the corner of College Hill and Beaumont Street.
JCDecaux product update —
Connect with urban audiences in and around Newmarket
JCDecaux’s Digital Large Format sites at Westfield Newmarket are now live! Newmarket is arguably Auckland’s most renowned retail precinct. Located just 4kms from the CBD, its designer fashion boutiques, high-end dining hotspots and trendy independent galleries ensures it attracts a high-value, affluent audience. Proximity to the CBD, restaurants, cafes, entertainment venues and parks also makes it a desirable residential location for young professionals, a typically hard-to-reach segment.
Have a Bachelor's degree or higher
Newmarket is sure to be quieter during lockdown, however, this young professional audience will still be out conducting essential activities such as grocery shopping. JCDecaux's new Digital Large Format sites, built into the exterior of the impressive Westfield Newmarket building, are highly impactful, commanding attention from traffic on the corner of Morrow Street and Gillies Avenue and Mortimer Pass. While they are a unique shape, these panels are easy to create artwork for:
1. Artwork is made as per any other site, a standard rectangle - to artwork specifications
2. Your JCDecaux sales representative will supply you with a mask tool that shows the 'safe' area that will be displayed on screen We have created a selection of mock-ups for a range of categories, including FMCG (shown above), Automotive, Banking, Entertainment, Health, Luxury and Tourism to show how impactful brand creative can be on these sites. Reach out to your JCDecaux Account Manager for more information on the audiences reached by these assets and the category mock-ups.
That's a wrap on Tokyo 2020!
Despite initial skepticism, Tokyo 2020 captured the nation with Kiwis watching on as the heroic New Zealand Olympic team recorded its largest Olympic medal haul EVER! To support the team and keep Kiwis up-to-date with all the latest event news, the New Zealand Olympic Committee partnered with JCDecaux, broadcasting real-time updates from the Olympic village in Tokyo, as well as live medal updates, across JCDecaux’s Digital Large Format network nationally. We are thrilled to have continued our long-standing partnership with the New Zealand Olympic Committee.
We 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
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