#023, November/ December 2021 —
Welcome to our final 2021 edition of The Frame. What an unexpected year 2021 turned out to be. Last December, the sentiment was ‘moving on from 2020’ and then 2021 threw us a larger curve ball. Saying this, we've now made it to the traffic light system (and most have secured their first post lockdown haircut!) and Auckland is counting down to being able to travel domestically from 15th December. Last week, traffic in Auckland surpassed 72%
level vs Feb 2020, indicating life is starting to return to normal; retailers reported a buoyant Black Friday. With 21 shopping days until Christmas, reach out to your sales lead for opportunities to reach festive spenders. With announcements for borders opening early 2022, Air New Zealand saw 17,000 international flights were booked in the first 24 hours of MIQ announcement. Matt will be in touch during December to share JCDecaux domestic and international Airport opportunities. I’d like to thank you for your support during this testing year. We’ll celebrate with you in early 2022 when offices open (and we can safely
lunch!). For 2022 we have an exciting research pipeline to share: Large Format digital priming and some creative development insights regarding brand code use. I'll put placeholders in the diary for February. It feels a bit early for Merry Christmas, but happy December to you – we hope you support local and hospitality businesses over the coming weeks. The team will reach out to everyone before Christmas, but if I don’t see you – have a safe and much needed break. P.S read to the end to win a bottle of Babich Cure Kids Cabernet Merlot. Be quick!
Regards, Gary Rosewarne
Sales Director, New Zealand
Out-of-Home planning:
The big questions answered
Less is more, and we’re always trying to make our content, on generally quite complex themes, more simple to both consume and share with clients. To aid the planning process and answer some frequently asked client questions, we’re developing a series of short, informative one-page infographics as a starting point to delve deeper into our content or research. The first two that are ready to be shared are: 1) The optimal frequency of Out-of-Home – is it one? View the information sheet here. 2)
The power of three – three metrics to consider when planning an Out-of-Home campaign. View the information sheet here. Next to come: the benefits of contextual advertising and some airport summaries.
JCDecaux PROGRAMMATIC has landed
We're thrilled to announce the launch of our programmatic offering across the JCDecaux Airport portfolio in partnership with Air New Zealand, dentsu and Yahoo's omnichannel demand-side platform (DSP). Launching across airports is an important first step towards the wider launch, which will include all JCDecaux roadside Digital Large Format locations, planned for early 2022. Our exclusive global supply-side platform VIOOH automates the planning and trading of digital Out-of-Home and is DSP agnostic. Our foundation partners, Yahoo and Vistar, are connected and we have plans
to integrate more DSPs in the coming months. Roadside testing is happening currently and the team will share a timeline for the mass launch.
Move first travel update —
Auckland domestic borders set to open just in time for Christmas; international travel from early 2022 for Kiwis
Prepare for Christmas reunions and summer getaways with Auckland domestic borders set to re-open from 15 December to fully vaccinated Kiwis or those who return negative COVID tests. Kiwis can enjoy MIQ free travel from Australia in early January, for international travel from mid February. Wider international borders for other nationalities will open late April. Recent research from Booking.com shows a pent up desire for travel and evolving reasons for travel in 2022. Read more about predicted 2022 travel trends here. With presence across three of New Zealand's busiest airports, JCDecaux Airport is a powerful platform to engage and influence Kiwis as they jet off on long-awaited holidays and arrive back home.
To understand more about how airport campaigns influence consumers, we recently partnered with four brands, across different categories for an Airport Effectiveness study. Results showed that airport advertising improved brand perceptions including brand trust, consideration and desirability.
Out-of-Home, a powerful channel to reach and influence audiences
Out-of-Home is one of the most adaptable media channels, with enhancements in digital technology driving its evolution and keeping it relevant. At the same time, “growing and increasingly urbanised global populations means that the outdoor audience continues to expand”. This article by WARC: ‘What we know about out-of-home audiences’, covers nine key insights into why and how Out-of-Home remains such a powerful and effective media platform. Four of these trends that we found particularly interesting are summarised below:
1) Investment in out-of-home does not reflect Out-of-Home audiences
While consumers are spending 6.5 hours online, it is estimated that they are only addressable for 1 hour, and only 60% of the population. Whereas the outernet (outdoor, retail and cinema) connects with 90% of the population, who are outside for typically 3.1 hours.
2) Commuters are not just an audience but potential shoppers
In a UK study, 70% of commuters said that they had made purchases after being influenced by Out-of-Home ads they saw throughout their journeys. Three-quarters of spend was on five frequently purchased categories: groceries, clothes, health, beauty, activities and takeaways.
3) Audiences want more topical creative
A UK survey found that 77% of respondents want to see breaking new broadcast on digital out-of-home screens, followed by weather updates (72%), live transport updates (66%). We have NZ stats regarding this if relevant to your brands. Reach out to your sales lead.
4) Out-of-Home offers fast, effective reach of both broad and location-specific audiences
Out-of-Home can be described as the last broadcast medium and offers fast, broad reach of national audiences. Digital Out-of-Home allows for more proximity or location-specific activations.
Campaign inspiration
Best globally —
LADbible uses Out-of-Home to change the narrative around what it means to be a 'LAD'
LADbible Group, the world's largest social publisher and content creator, is using Out-of-Home to celebrate incredible heroes chosen from stories featured across the platform, redefining what it means to be a LAD in 2021. The inspiring and highly emotive campaign is running in London and Manchester in partnership with JCDecaux UK.
Countdown uses JCDecaux's Digital Large Format network to create hype around Black Friday
Black Friday has surpassed Boxing Day to become the biggest retail event of the year. To increase mass awareness and drive a sense of urgency during Black Friday week, JCDecaux partnered with Dentsu to run a live count down, displaying the days, hours and minutes Kiwis had left to take advantage of Countdown's sale. Sites were strategically selected in proximity to Countdown locations to drive people in store.
Cure Kids announced as JCDecaux's second long-term charity partner
We're proud to include Cure Kids, New Zealand's largest funder of child health research, as part of our JCDecaux HEART initiative. Established in 1971, Cure Kids has invested more than $60 million in New Zealand research to vastly improve the way children with serious health conditions are diagnosed and treated. Relying purely on fundraising, we're pleased to be able to support Cure Kids' incredible work by providing Out-of-Home space, across our network, to assist with fundraising goals. The initiative was born out of our social impact committee JCDecaux HEART, which was formed in 2020. Focusing on three areas: health, sustainability and enriching urban communities, it aims to create real and lasting change for the people and places where JCDecaux touchpoints are seen.
Win wine and support Cure Kids
To celebrate Cure Kids 50th anniversary, Babich Wines created a limited edition 2019 Cabernet Merlot. All proceeds will go towards Cure Kids, helping fund research to improve the health of Kiwi kids. We're proud to have promoted this initiative on JCDecaux Digital Large Format sites, and in the spirit of the festive season, we're giving away six bottles! If you're a fan of a medium-bodied glass of red, email Victoria Parsons now. The first six people to email will be the lucky recipients of Babich Wine's limited edition Cabernet Merlot. If you're not in the first
six, why not purchase some bottles yourself.
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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