WELCOME TO THE MARCH EDITION OF THE FRAME
We’ve had a busy February presenting our Neuroscience Study to the market. We would have loved to have been able to visit you in agencies – thanks for the engagement on Teams. We’re excited to be sharing this Memory Encoding study after delays in 2021 and looking forward to having more conversations with your teams about how Large Format and Digital can work together, for better outcomes for brands. The OOHMAA study presented in early Feb (more below) highlights how multiple channels offer better ROI through incremental reach; this study shares a similar theme, looking at impact, memorability and sales influence. Please reach out to your Sales Lead if you’ve missed a presentation or would like us to take any clients through the findings. We’re looking ahead
to roadside programmatic (now live) and international airports starting to open in coming months; I am planning my own GOAT trip (see below) after my 2020 Europe trip was cancelled. Reach out to Max (Programmatic) or Matt (Airport) to find out more about opportunities for any clients.
Lastly, I am delighted to announce the promotion of Emma Shearer to Group Services Manager. Emma has been a star within our team; I really enjoy sharing internal promotions as they show personal development. As we look forward to International Women’s Day next week, it’s great to have more female representation in our leadership team. Congrats to Emma!
Regards, Gary Rosewarne
Sales Director, New Zealand
/ JCDecaux PROGRAMMATIC /
JCDecaux
New Zealand launches programmatic trading across Digital Large Format
Last week, we announced the launch of programmatic trading across our national roadside Digital Large Format network. The new offering is in partnership with VIOOH, the premium global digital Out-of-Home marketplace. To ensure that every potential advertiser can access our full suite of inventory, we are guaranteeing supply for programmatic advertisers by setting aside five per cent share of time, on every digital screen, to programmatic campaigns published via the VIOOH platform. This follows the launch of JCDecaux PROGRAMMATIC in Airports in 2021, and in
turn, means we can now trade 100% of our digital inventory programmatically.
/ Contextually Relevant Creative /
Super Bowl advertising continues to inspire creative effectiveness
Super Bowl television ads are a cultural phenomenon of their own, alongside the game itself. After the Super Bowl, viewings of the game’s TV ads skyrocket and discussions debating the best ads arise across social media. This year, Out-of-Home also made a splash with the Super Bowl taking place in Los Angeles, one of the largest Out-of-Home markets in the United States. The excitement for advertisers to get involved and be seen across the city was bigger than ever.
While the NFL’s advertising standards are strict, there were still several brilliant creatives that got people talking. Gino Sesto, founder of Culver City based Digital and Outdoor Advertising Agency DASH TWO, breaks down the best Out-of-Home Super Bowl Ads for 2022.
International border opening signals the year of the GOAT
It’s no surprise that Kiwis have a strong desire to travel overseas; with an ethnically diverse population, and a tradition among younger Kiwis of living and working abroad, the international border closure has hit many, hard. Now, with vaccination rates high and the international border set to open in 2022, consumer confidence around air travel has bounced back. Travel has rebounded quickly in markets where restrictions have eased, and New Zealand is expected to follow this trend.
One stand-out trend for 2022 is the rise of luxury and adventure travel, as people plan to make the most of their holiday after missing out for the past two years. Expedia is going so far as to call 2022 the year of the GOAT, or the 'Greatest of all trips'. In a survey of 12,000 travellers in 12 countries, the company found that 65% of respondents are planning to 'go big' on their next trip. From epic destinations to once-in-a-lifetime adventures, there’s a new sense of urgency to travel.
Source: Flight Centre Travel Trends 2022; cnbc.com
Twitter showcases throwback tweets from celebrities who 'tweeted' their dreams into reality
Need a feel-good campaign? Look at this latest Twitter ‘manifestation’ campaign, which shows well-known celebrities and their past tweets where they were dreaming about making it big. The creative takes inspiration from the popular social media ideology where you can manifest your dreams into reality and includes tweets from Simu Liu, Demi Lovato, Issa Rae and more.
Easy Crypto launches new brand campaign with contextually relevant, location-based messaging
Easy Crypto is running a heavy brand campaign in Auckland, Wellington and Christchurch. The simple yet striking creative features humorous, contextually relevant, location-based messaging to increase audience awareness and engagement, and is a fantastic example of a big brand campaign, done well.
OOHMAA illustrates the effectiveness of Out-of-Home as a channel in a New Zealand first study
OOHMAA has partnered with Analytic Partners to examine New Zealand’s media performance and the role of Out-of-Home. This study unpacks how advertisers can have more effective campaigns and generate increased ROI with the following recommendations: · Out-of-Home + TV + Digital is the strongest media combination · Have creative specific to Out-of-Home formats · Consider longer campaigns for stronger ROI · Assign at least 10% of budget to Out-of-Home · More Out-of-Home formats deliver better outcomes Despite the challenges of the past two years, Out-of-Home demand has bounced back. Revenue is up 24% year-on-year and the continued improvement of our audience measurement systems, programmatic capabilities and digital technology indicate a successful year ahead for Outdoor in Aotearoa.
Rainbow lives, rainbow baked goods!
Last week, we shared on the JCDecaux New Zealand LinkedIn channel our Pride Month celebration (socially distanced of course!) The team did an outstanding job, raising $325 from the morning tea which is going directly to Rainbow Youth, an organisation that works alongside young people to provide a safer environment for the LGBTQIA+ community.
Give the JCDecaux New Zealand LinkedIn page a follow if you'd like to see more frequent updates from the team. The first three people to do this and then email Vic (victoria.parsons@jcdecaux.com) will win their own set of rainbow cupcakes from BlueBells Bakery.
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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