No images? Click here #024, February 2022 —Welcome to our first edition of The Frame for 2022. Welcome back everyone, we hope you've had a relaxing break and enjoyed the amazing weather we’ve seen across the country. The team here are rearing to go for a big 2022. What we learned last year is that we need to be agile; as the country returns to Red setting we’re quickly adapting where and how we work to deliver the same customer service and uninterrupted campaigns. We’re seeing optimistic advertisers with very little impact from the setting change last week. We’ve been tracking customer sentiment and Out-of-Home engagement during summer, data we’ll share with the market in early February, and remember OOHMAA continues to publish weekly audience/traffic figures in all main cities. Talking OOHMAA, make sure you're registered for the presentation next week on Out-of-Home ROI. We look forward to seeing you when presenting our Neuroscience research on Large Format memory encoding and the priming effect for mobile advertising in coming weeks.
Regards, Gary Rosewarne Creative trends —Using data and context to cut through in 2022Two post-pandemic themes that are expected to continue into 2022 are the importance on trust and connection. A third and new psychological need driving people is novelty. With these trends as a background, Kinetic UK have identified Out-of-Home predictions for 2022, including: 1: Mobile codes and augmented reality OPPORTUNITY: Integrate visual codes from social media apps across Out-of-Home, ensuring every touchpoint drives connection and commerce. 2: Reliance on real-time data OPPORTUNITY: Real-time targeting of audiences via programmatic Digital Out-of-Home, delivering a seamless cross channel experience. 3: Location + context = highly effective Out-of-Home OPPORTUNITY: Capitalise on people's desire to get outdoors by using contextual Out-of-Home to tap into location-based cultural and social moments. JCDecaux’s contextual capabilities are constantly evolving, especially with our digital platform transition, completed in Q4 2021. For more information on how brands can execute campaigns based on these trends or themes, please get in touch with your sales lead. Programmatic Digital Out-of-Home —IAB announces new programmatic Digital Out-of-Home Impression Multiplier formulaWhilst still a relatively new offering in New Zealand, programmatic Digital Out-of-Home is forecast to grow quickly. To provide clarity in an emerging marketplace, members of IAB New Zealand’s Programmatic DOOH Steering Committee have been working to develop an industry benchmark Impression Multiplier formula for New Zealand based Digital Out-of-Home suppliers activating inventory programmatically. JCDecaux Trading and Innovations Director, Kurt Malcolm, is part of this committee. The Impression Multiplier formula, which identifies the impressions for each ad play, was agreed in mid-January. A giant leap forward for the measurement of programmatic Digital Out-of-Home, this formula will deliver a more trusted marketplace. Connecting with audiences —Digital Out-of-Home, a powerful channel to reach young, tech-savvy consumersA global study amongst senior advertising professionals from the U.S., U.K., Canada, China, France, Germany and the UAE has revealed that 61% of senior advertising executives strongly believe Digital Out-of-Home advertising is the most effective way to reach young consumers who are tech-savvy, highly social and on-the-go. The findings state that people on the move are in an active mindset with increased alertness outside their homes, enabling more seamless digital experiences as people respond to Out-of-Home with 'in the moment' search. With web browsers increasingly blocking cookies, and crowds returning to public spaces, Digital Out-of-Home is set to take on new relevance. Campaign inspiration Adidas unveils sustainable racetrack at Dubai International AirportTo promote health and fitness in Dubai, adidas partnered with Dubai International Airport and JCDecaux to unveil a running track in the arrivals area, encouraging arriving passengers to walk rather than take the travellator. The activation coincided with the Dubai Fitness Challenge, which motivated residents to undertake 30 minutes of exercise for 30 days, an initiative adidas also supported. The racetrack was made of 100% sustainable materials. Best locally — Dulux cleverly uses dynamic creative to showcase colour range Contextually relevant creative is proven to increase audience engagement, and Dulux have expertly applied these principles in its latest campaign. To maximise engagement and bring the Dulux Colours of New Zealand range to life, location based messaging specific to domestic destinations being travelled to and from, is showing throughout January and February in Auckland Airports. Email Matt Kum to talk about the tech solutions that link flight data to creative. JCDecaux AIRPORT —With Auckland borders open, domestic travel surgesAfter four long months of domestic closure, Kiwi’s were once again able to travel across all of New Zealand from mid-December last year. The holiday period saw a sharp increase in passenger traffic across all three JCDecaux Airports – Auckland, Christchurch and Queenstown – in the second half of December. -7% Decrease in Auckland Airport's domestic passenger numbers in the second half of December 2021, versus same two weeks in 2020; a great result given Auckland border restrictions were lifted extremely late into the year. +14.4% Increase in Christchurch Airport's domestic passenger numbers in 2021 (full year) versus 2020, due to fewer border closures in the Canterbury region. Within the current COVID traffic light framework, domestic travel can still take place from Red through to Green. Business trips and personal travel to visit family and friends will still be available to vaccinated passengers and those who have proof of a negative test 48 hours prior to departure. With limited international travel we expect to see some stability to domestic travel in the coming months. Staff update —Welcome to the JCDecaux team Seb Van Dyk We are excited to announce that Seb Van Dyk has joined the JCDecaux team in the role of Group Sales Manager working across Group M, Wellington, Christchurch and a selection of other independent agencies. With previous experience working in media, at Starcom, and TV, as a Content Strategist at TVNZ, Seb's knowledge of the industry landscape and ability to apply a strategic lens to client solutions, will make him an asset to the team. We are thrilled to have Seb on board. Why are you excited to join the JCDecaux team? "Out-of-Home has seen a lot of exciting change over the last few years. More accurate audience measurement and programmatic trading will see this change continue and will help provide advertisers with a wider range of solutions. I am excited to be a part of this continual growth. The team here in NZ are also awesome so I’m excited to work with a bunch of good people." A fact about Seb: "If I’m not at work or spending time with my family I’m probably fishing…" Coming soon —The power of the public screen in 2022 "May you live in interesting times" - Chinese proverb We are living in interesting, and unpredictable, times. We don't know what's in store for us in 2022, but one thing's for sure - we've become more adaptable, and ready to handle whatever is thrown our way. In our first big go-to-market presentation of 2022, 'The power of the public screen' we are sharing results from our research study conducted in partnership with Neuro-Insight that showcases: 1) the power of Large Format Out-of-Home in driving purchase intent; and 2) the power of Out-of-Home in a cookieless digital future. Presentations are happening from mid-February - March and we would love to (virtually) see you there. If you cannot attend a meeting, or do not have one in the diary, please email and we will set one up. We look forward to any feedback you may have to ensure content is always relevant and engaging. Many thanks, |