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#022, September 2021 —
Welcome to our September edition of The Frame.
Who can believe that it's October tomorrow? The end of the year is rapidly approaching and we’re looking forward to summer, with lockdowns almost behind us and high national vaccination rates. As we start to plan for 2022, we thank you for the feedback given to us in our recent JCDecaux CONSULT survey. It is great to see the industry valuing the quality of our touchpoints and strategic approach to delivering Out-of-Home solutions. We will strive to be responsive and offer proactive ideas to help you deliver the best service to your clients. We’re in a great position to
evolve our service offering – with eight new team members in the last three months, we’re a fresh and energized team that has big ambitions for Q4 2021 and beyond. We hope to see you back in the Auckland CBD soon – it feels like the end is in sight. Remember, recovery traffic and Out-of-Home audiences can be viewed here.
Regards,
Gary Rosewarne
Sales Director, New Zealand
Product update —
Two new high-quality Digital Large Format sites acquired in Christchurch
We're excited to announce that we have acquired not one, but TWO new Digital Large Format panels in Christchurch. These impressive sites are located on Main South Road, a busy arterial connecting Hornby and south-west Christchurch with Riccarton and Christchurch CBD, capturing a huge volume of inbound and outbound commuters each day.
Delivering unobstructed exposure, long distance viewing and high dwell times during peak commuter periods, these two touchpoints are the perfect platform to drive broadcast awareness among a range of valuable audience segments.
These new additions demonstrate our strategy of delivering the highest-quality portfolio and digitising New Zealand's most impactful Large Format sites.
Building brands —
Neuroscience research study proves that just one glance is all it takes to encode messaging into long-term memory
The Outdoor Media Association of Australia (OMA) has launched the results of its ground-breaking neuroscience study. Analysing results from 2,000 participants and over 1 million data points, the findings highlight the neuro impact and influence of different Out-of-Home formats – both in terms of size and digital vs static.
Findings show that:
1. Advertising seen on Out-of-Home can be as impactful as a
15-second TV ad or 30 second radio ad.
2. Advertising seen on digital Out-of-Home screens delivers +63% more impact than static sites.
3. Just one glance at Out-of-Home advertising is sufficient for brand messages to elicit an emotional response that encodes into long-term memory.
Last week we received the first data from our own neuroscience research into the relationship between Out-of-Home and digital advertising. We will share more information on when we will be releasing the results soon.
Source: OMA
Summer trends —
Air travel high on the agenda for Kiwis this summer
Our nation of 5 million are restless for no-restriction inter-regional travel this summer. A recent JCDecaux IRIS survey, conducted during lockdown, shows that New Zealanders are eager to take a holiday as soon as restrictions end.
48%
of Kiwis indicate they intend to travel by plane between 1 Nov 2021 and 31 Mar 2022.
28%
plan to travel to Queenstown between
1 Nov 2021 and 31 Mar 2022.
Source: JCDecaux IRIS, September 2021
Team restructure —
Welcome to the JCDecaux sales team Paige, Kishan, Max and Stephanie!
We are delighted to announce the appointment of Paige Ngata, Kishan Patel, Max Charnin and Stephanie Tucker to senior sales positions within the JCDecaux team. Bringing with them a wealth of experience from advertising, sales and media agency backgrounds, we are thrilled to have them on board, helping us continue to deliver outstanding results for our client partners. Below are some personal insights about them and what they love to do.
Paige Ngata
Joins as Direct Account Director. Paige is originally from Plymouth in Taranaki and hobbies include: "trying new restaurants and going fishing."
Kishan Patel
Joins as Agency Account Director. Kishan's favourite things to do include:
"Skiing learnt 3 years ago and haven’t looked back, obsessed with the ski fields down South (& the wine of course). Also, sports - how great are the All Blacks? And a random fact: I’m a twin! – he’s older by a minute, but I take pride in being taller."
Max Charnin
Joins as Group Sales Manager. Max is originally from Queenstown and interests include:
"Being outside and active. In particular golf in the summer and snowboarding in the winter."
Stephanie Tucker
Joins as Agency Account Director. Stephanie's favourite things to do include:
"Snowboarding, riding dirt-bikes (and have been doing so since I was a wee child) and travelling – preferably to places by a beach so I can indulge in some snorkelling, diving and swimming. Can’t wait for the borders to open up again."
Hopefully it won't be too long until we can welcome Paige, Kishan, Max and Stephanie in person!
We also welcome Adam McGregor to support our street furniture bids
Growth specialist and experienced Out-of-Home senior executive Adam McGregor joins JCDecaux to support our bid for the upcoming local government street furniture tenders. This key appointment demonstrates our ambitious plans across some of the biggest advertising contracts in the country, and we are excited to have him on board!
Campaign inspiration
Best globally —
Balenciaga and Fortnite launch partnership with a showstopping
3D Large Format activation
Luxury fashion house Balenciaga is blurring the lines between physical and digital, teaming up with online video game Fortnite to launch a physical and digital collection. To promote the partnership, a spectacular 3D billboard activation containing a Balenciaga-wearing Fortnite dog is running on iconic sites across London, New York, Tokyo and Seoul.
Best locally —
An opportune time to use our network to show support for Aucklanders
As our largest city lives through its longest lockdown to date, we've been using our Digital Large Format network to show support for Aucklanders who have been hardest hit by the restrictions. Big and bold on our Digital Large Format screens, we hope to offer a smile to those working through Level 3 or accessing essential services.
Building Brands —
Out-of-Home boosts the ROI of other media channels
Out-of-Home's impact on the ROI of other channels is a relevant conversation during alert level changes. Some key insights include:
- Strategist Justin Gibbon's work tells us that the most effective campaigns include a public and private screen in the media choices.
- US and UK studies highlight how including Out-of-Home as a third media (to TV and digital), increases business outcomes.
- Australian ROI research shows how adding Out-of-Home to a digital campaign increases the ROI index by 29 points*.
As a trusted public stage, Out-of-Home gives brands a real world presence. Many brands understandably paused Out-of-Home campaigns during Level 4 and are returning to this channel as alert levels reduce. While lockdown is not ‘normal trading conditions’ for most brands, the next few months would be a good time to analyse digital metrics to understand how Out-of-Home returning into the mix boosts these. This is particularly applicable for brands with a strong performance focus or digital direct response mechanic to campaigns i.e. retail or finance.
*All these studies can be found in our Large Format playbook here.
JCDecaux CONSULT —
Thanks for your feedback!
Once again, we'd like to say a HUGE thank you to those who took the time to complete our JCDecaux CONSULT survey. Feedback is essential to our business, helping us to elevate the customer service we deliver to you. We plan to use all the constructive feedback provided to shape our plans and approach for 2022.
Most importantly, the three winners of a MAGNUM of Moet & Chandon are:
Chantelle Hurndell at PHD Media
Daniel Cho at Hearts & Science
Alex Davidson at Dentsu
Congratulations to all the winners!
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
