Issue 26 / April 2022

WELCOME TO THE APRIL EDITION OF THE FRAME

And just like that the first quarter is over – as always, the year starts fast. We’ve been busy presenting results from our Neuroscience study, which we’ve had great feedback on, and are now sharing it with digitally focused clients. Please reach out if you have a specific client you’d like to get across this research.

March saw some great campaigns, including our first roadside programmatic campaign for TVNZ; 'Welcome Back' campaigns as international airports re-opened; and International Women’s Day, where leaders in our industry featured on JCDecaux Digital Large Format sites across the country. Did you spot any April Fools across JCDecaux sites on Friday? Large Format’s commanding and shared nature is the perfect canvas for big, one day events.

Now the Omicron peak has passed in Auckland, our team is back to normal office routines. We’re looking forward to being in agencies in-person again (and can we say the end of disruption? Touch wood). April's focus will be programmatic and international airport – please reach out to Max of Matt if you'd like to chat on either of these.

Regards,

Gary Rosewarne
Sales Director, New Zealand

/ JCDecaux INTELLIGENCE /

Large Format influences purchase decisions and improves effectiveness of mobile advertising

We’ve enjoyed sharing our world-first Neuroscience study during February and March. In partnership with global neuro-analytics company, Neuro-Insight, we sought to understand how JCDecaux Large Format influences future purchase intent, and how priming people with Large Format impacts the subconscious response to mobile advertising.

Key findings show that:

Large Format is a powerful spatial media, with proven ability to influence future purchases due to emotional impact and memorability. Meaningful campaign messages can be communicated in a glance.

Priming audiences using JCDecaux Large Format makes mobile advertising more effective. Memory encoding increases as a result of priming, creating a more memorable or long-term influence.

Priming audiences using Large Format changes the brain’s subconscious response to mobile ads – from detailed (left brain) encoding to global (right brain) encoding. This enables deeper connections in digital environments.

/ JCDecaux PROGRAMMATIC /

TVNZ activates JCDecaux's first digital roadside programmatic campaign

TVNZ has become the first brand in New Zealand to formally use our roadside programmatic offering, via Dentsu, Hivestack and VIOOH. The eye-catching campaign ran for three weeks in March across 35 high-impact Digital Large format sites to promote the new series of BAFTA and Emmy award-winning drama 'Killing Eve'.

Targeting was applied to direct the buy to index higher with Female TV Drama and Fashionistas via Hivestack’s Lifesight audience segments, as these traits were identified by TVNZ as their core viewership for the show.

Since announcing the availability of programmatic trading across our entire Digital Large Format portfolio in February, we've received significant interest from brands and agencies who are keen to leverage the flexibility and measurability programmatic trading affords.

For more information on our roadside programmatic capabilities, please reach out to Kurt or Max.

/ Team Updates /

A big month of promotions!

A huge congratulations to Antonia, Paige, Emma, Max and Kurt who have all received well-deserved promotions recently:

Antonia Borich has been promoted to Account Manager in our Direct Team
Paige Ngata has been promoted to Account Director for PMG/FCB
Emma Shearer has been promoted to Group Sales Manager
Max Charnin has taken on a new role as National Programmatic Sales Manager

A special mention must go to (industry legend) Kurt Malcolm, who has been promoted to the role of Head of Programmatic and Trading. Kurt has been instrumental in the launch of our programmatic offering across Airport and roadside Large Format; adding to his already expansive innovation and data-leadership skillset.

We're passionate about recognising our hard-working staff and rewarding their efforts. In the midst of what's being called 'The Great Resignation', growing talent has never been more important to business success.

Congratulations team. We're very proud of you.

/ Campaign Inspiration /

01/ BEST GLOBALLY

Nike makes a splash with its first-ever 3D Out-of-Home campaign

Nike Japan went big for Air Max Day – Nike’s annual celebration of the debut of the iconic visible Air technology – with an incredible 3D billboard outside Shinjuku Station in Tokyo, one of the busiest train stations in the world. The creative features motion graphics of Air Max sneakers splashing and popping across the giant screen in a slew of colorways, reflecting the groundbreaking spirit of the brand through 3D technology.

02/ BEST LOCALLY

Brands welcome arriving travellers across JCDecaux's Airport network

It's been a long time between drinks!
After two years, Kiwis have finally been able to reunite with loved ones as international border restrictions ease. A number of brands, including McDonalds, Steinlager, Vodafone and AMI Insurance, have jumped on this emotional moment, running contextually relevant creative across the JCDecaux Airport network, to welcome arriving passengers.

/ Global research /

The key to planning in a cookieless future? Priming

This UK research has similar findings to our own priming research (above), and is extremely relevant as we look towards a cookieless digital future, when Google Chrome will remove the ability to target advertisers using third-party cookies by mid 2023. Chrome accounts for 62% NZ browser share (Safari, with 23% share, has already removed this capability).

Modern effective advertising leverages the power of priming – understanding how first interactions with advertising then go on to affect subsequent exposures and experiences.

Cookies have always worked on a priming principle: “I have looked at a certain item, therefore when I see that item again I am more likely to notice it”. However, in the cookieless future, it will become harder to identify who has previously been exposed to an ad online in order to retarget, which is going to severely impact their effectiveness. In a study by Lumen, which scenario tested the impact, there was a 41% drop in spontaneous recall when the cookie trail was broken.

The good news is, there are other ways to prime audiences. In this same study, it was proven that "replacing the first digital exposure with a priming exposure in public media saw recall return to their original levels."

In the article 'Priming – the answer to the planning challenge in the cookieless future' by media strategist and author Justin Gibbons, he explains how “priming in public media means that the brand gets more effectiveness out of subsequent exposures in private channels.”

/ Platform for good /

Shining a spotlight on our inspirational industry leaders on International Women's Day

In support of International Women’s Day on the 8^th of March, we featured many of our inspirational leaders from within JCDecaux New Zealand and the media industry across our digital network. We shared their empowering quotes, their thoughts on leadership and the important change that they want to see in the industry. Thank you to all the amazing women who submitted their quotes and pictures to be broadcast onto our Large Format canvases. Brave and Inspirational. When taking some pictures, KP ran into one of the women's parents who were so proud of their daughter, seeing her recognised for her hard work and achievement.

By celebrating women’s achievement, raising awareness against bias and taking action for equality, collectively we can all #BreakTheBias.

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