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#013, December 2020 —
Welcome to the December edition of The Frame
Good morning,
Today marks the last edition of The Frame for 2020 and what a year it has been. Self-isolation, quarantine, the new normal, unprecedented, your bubble & social distance are now a part of our everyday vernacular and 2020 will forever be remembered as the year we all went home and stayed there.
As far as the media landscape goes, Out-of-Home was one of the worst affected media channels. Audiences went inside, campaigns were cancelled and revenues plummeted. But, through perseverance and the support of our partners and advertisers, our resolve and resilience shone through. We now know for a fact people cannot prosper without the ability to move freely, and that basic human connection is highly strained without the ability to congregate together.
From adversity comes strength, the silver lining for me has been proof to the old adage I have been spinning for years. That is, outdoor is the media’s last true broadcast environment, a place where all people and all demographics come together en masse. As we lean into 2021, our focus at JCDecaux is to gain a stronger understanding of how audiences interact with Out-of-Home, creating a new layer to buying efficiency and further strengthening one of the world's oldest but most adaptable forms of advertising.
Wishing everyone a safe and happy holiday season.
Regards,
Gary Rosewarne
Sales Director, New Zealand
New product launch —
JCDecaux Smartframe network continues to grow
What better way to round out 2020 than to announce the addition of not one but TWO portrait digital panels to JCDecaux’s high-impact Smartframe network.
Both touchpoints are strategically located on Khyber Pass Road, a main arterial connecting Auckland CBD with Newmarket, Grafton and en route to the Eastern Bays and Southern Motorway on-ramp. Highly viewable due to their eye-level positioning and close proximity to traffic lights, these impossible to miss panels target the huge volume of audiences travelling inbound to Auckland CBD and outbound to the suburbs.
These locations can be bought individually, and combined with Khyber Pass Flyover to 'take-over' Khyber Pass Road, or as part of the Smartframe network, which ring-fences Auckland CBD to drive reach and frequency among a valuable urban audience. Either way, they are the perfect platform for brands to leave a lasting impression.
Calibre update —
Calibre declared New Zealand's industry currency for Out-of-Home audience measurement
It's been a long time coming, but New Zealand now has a unified Out-of-Home audience measurement platform in Calibre. With the recent sale of 50% of the platform to oOh!media, and with many other Out-of-Home suppliers already on board, Calibre has emerged as the true industry-wide solution.
A unified Out-of-Home measurement system offers several benefits to clients, including:
1) Standardised audience metrics: clients can compare different Out-of-Home supplier schedules like-for-like, making the planning process easier and more transparent.
2) Collaboration on ongoing enhancements: as the industry-wide tool, the future of Calibre is a priority for the Out-of-Home industry, which is committed to working together to develop a comprehensive roadmap for ongoing enhancements.
Building brands —
What will make great Out-of-Home, and Out-of-Home great, in 2021
Wondering how to reach audiences more effectively using Out-of-Home? You're in luck, WARC has summarised the key global insights proven to increase the impact of Out-of-Home campaigns.
Travel trends —
Domestic travel soars as Kiwis and Aussies wait for international travel to return
Domestic travel is showing incredible signs of recovery as Kiwis take to the skies for much needed holidays. Queenstown has been the hot spring destination, with airport passenger numbers up a massive 5.5% year-on-year in October 2020.
The domestic terminals at Auckland and Christchurch Airports continue to show strong passenger numbers after the highs of the September school holidays. October monthly passenger numbers are 65% and 72% versus same time last year. We expect these volumes to continue to grow in the lead up to Christmas and over summer.
While a date has not been set for the commencement of a trans-Tasman bubble, both Aussies and Kiwis are excited at the prospect of being able to finally travel across the ditch. For brands interested in targeting ANZ audiences when the bubble is official, get in touch with your JCDecaux Account Manager to see our trans-Tasman opportunities presentation. While these two nations have an exclusive bubble, it presents a unique opportunity for ANZ brands to connect on both sides of the Tasman with guaranteed ANZ audiences.
44%
of Kiwis are excited about upcoming travel to Australia
71%
of Australians are excited about a possible trans-Tasman travel bubble
Sources: Auckland, Christchurch and Queenstown Airport monthly passenger numbers; JCDecauxIRIS, Pigeon Project.
Campaign inspiration
Best globally —
LEGO takes play to new heights
In a UK first, LEGO has used the latest developments in haptic technology to allow shoppers to move, rotate and build virtual LEGO bricks on the ground, with their creations displayed on a Digital Large Format screen for all to see.
Best locally —
Corona brings the surf to the city
Muriwai is where we'd rather be!
Corona is bringing the spirit of summer to the city, running a dynamic digital campaign showing live surf conditions, including temperature, swell and wind direction, from popular beach locations across New Zealand.
Partnership news —
Emirates Team New Zealand selects JCDecaux as its exclusive digital outdoor billboards supplier for highly anticipated America's Cup
This is a hugely exciting win for JCDecaux. We can't wait to support Emirates Team New Zealand and bring event highlights to audiences across the country with a large-scale, nationwide Out-of-Home campaign.
Over the next four months we will be running a range of different creative activations to surprise and delight audiences, and keep them engaged and informed leading into, and throughout, the events.
This is a fantastic opportunity for us to showcase the dynamic capabilities of our digital assets and highlight the power of the medium to connect and engage with audiences.
Content is still being finalised, but is likely to include:
Race reminders
Live race updates
Race images and highlights
Countdowns
Results
Opportunities are only available to race sponsor brands. If you represent an official partner brand, please get in touch with your JCDecaux Account Manager.
Read more about JCDecaux's partnership with Emirates Team New Zealand ›
Read more about how contextual creative increases audience engagement ›
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
