HIT­TING THE STREETS

2017 was an­other record year for ad­ver­tis­ing spend, and of all the chan­nels, out of home mar­ket­ing saw the largest growth in­ex­pen­di­ture – up 18 per­cent.

New Zealand Marketing - - The Radio Bureau -

Out of home is an adap­tive chan­nel cov­er­ing any­thing from bill­boards to bus wraps to kiosks, in­ter­cept­ing peo­ple on their daily jour­neys and catch­ing them no mat­ter their me­dia con­sump­tion habits. And with the help of tech­nol­ogy, bill­boards like Tui’s 'Yeah Right' cam­paign of yes­ter­year have been brought into the fu­ture.

The ba­sics haven’t changed – an eye-catch­ing pres­ence in a lo­ca­tion-driven pub­lic space, but now Ip-en­abled dig­i­tal screens mean in­ter­ac­tive cam­paigns can be run on high­ways or city streets, malls or tran­sit sta­tions, 24 hours a day. The in­creas­ing digi­ti­sa­tion and in­no­va­tion in con­tent means mar­keters are able to take their mes­sages fur­ther, and some are do­ing just that through util­ity con­tent like tran­sit up­dates, weather, sport and news in­for­ma­tion, and fun facts or sea­sonal and hol­i­day up­dates.

We no longer have to travel to New York's Times Square when a bus stop or mall is around the cor­ner.

And why would we want to leave when we have eye-catch­ing cam­paigns like Jockey’s work with the All Blacks, which saw toned tor­sos in tight un­der­wear beamed through malls across the coun­try.

For Jockey, it’s all about vis­ual dom­i­nance, mar­ket­ing man­ager Will Rad­ford says.

“We have a high im­pact mes­sage with some of the most high pro­file ath­letes in New Zealand look­ing great in their Jock­eys.”

The out of home medium pro­vides the dom­i­nance and gen­er­ates ‘chat’ as well, he says.

“When our bill­boards go up peo­ple talk pos­i­tively about them.”

Out of home pulls con­stituent parts of cam­paigns to­gether and is also im­por­tant on path to pur­chase cam­paigns, Rad­ford says.

“For ex­am­ple, last year we live broad­cast our NZ Fash­ion Week cat­walk event onto dig­i­tal pan­els in malls across New Zealand, as well as broad­cast­ing live on Face­book with the ZM ra­dio guys.

“Later this year we in­tend to utilise the tech­nol­ogy and de­velop cre­ative that con­sumers can en­gage with to cre­ate a two-way in­ter­ac­tion.”

Rad­ford says that although New Zealand lags be­hind other coun­tries with is­sues of au­di­ence mea­sure­ment, he ex­pects dig­i­tal out of home cam­paigns will con­tinue to grow as a medium and AI will be in­te­grated to tai­lor cam­paigns and tar­get key con­sumers.

OMD group trad­ing di­rec­tor Hamish Rod­er­ick agrees ad­dress­ing au­di­ence mea­sure­ment is­sues has to be the pri­or­ity for out of home in or­der to sup­port au­to­mated cam­paign de­liv­ery and en­sure the sec­tor is fu­ture-fo­cused.

He says the five years of con­sec­u­tive growth in the chan­nel’s ex­pen­di­ture has co­in­cided with the in­cep­tion of dig­i­tal out­door in­fra­struc­ture de­vel­op­ment in New Zealand, which has seen 500 dig­i­tal as­sets in­stalled.

Elaine Gib­bons, Ad­shel’s head of mar­ket­ing and part­ner­ships NZ, also puts growth in the in­dus­try down to ad­vances

in tech­nol­ogy and the grow­ing dig­i­tal foot­print of out of home ven­dors.

She says dig­i­tal now ac­counts for 50 per­cent of all out of home rev­enue and she ex­pects that growth to con­tinue.

As au­di­ences have frag­mented and de­clined across tra­di­tional me­dia chan­nels, out of home has ben­e­fited as a con­stant and un­avoid­able pres­ence. Ad­shel, which was awarded the me­dia sales team of the year at the 2018 Bea­con Awards, is per­form­ing ahead of mar­ket and has ex­pe­ri­enced in­creas­ing de­mand for street fur­ni­ture and other prod­ucts, Gib­bons says.

Last year the agency turned a bus shel­ter seat into a gi­ant, squishy loaf of bread for Na­ture’s Fresh and brought live scor­ing of a Black Caps cam­paign to the streets through the Ad­shel Live net­work for Ford. Con­stantly in­no­vat­ing and be­ing in­volved in me­dia plan­ning are the keys to suc­cess­ful cam­paigns, Gib­bon says, along with ad­ver­tis­ers hav­ing a clear role for Ad­shel in their cam­paigns that lever­age the best results.

“Many ad­ver­tis­ers are now us­ing the cre­ative flex­i­bil­ity that out of home has to of­fer, with spe­cific mes­sages to time of day, weather, oc­ca­sions or events.”

Chair of the Out­door Me­dia As­so­ci­a­tion New Zealand and gen­eral man­ager of Ad­shel New Zealand Nick Vile says there have al­ways been stand­out ad­ver­tis­ers that fo­cus on the at­tributes of the medium and pri­ori­tise them in the cre­ative process, en­sur­ing cam­paigns are deeply en­gag­ing in the out of home en­vi­ron­ment.

“A good ex­am­ple that we all know and re­mem­ber fondly is the Tui Bill­boards, a sim­ple ex­e­cu­tion but with a com­mit­ment to en­sure the out of home cre­ative was ef­fec­tive long term.”

They de­vel­oped a deep un­der­stand­ing of what does and doesn’t work, ver­sus the al­ter­na­tive ap­proach which is to take a mag­a­zine ad, stick it on a bill­board and hope it works, Vile says.

“It’s a sim­ple phi­los­o­phy but one that is even more rel­e­vant now with the on­set of dig­i­tal out of home.”

He says clients who fo­cus on what is good ex­e­cu­tion in the dig­i­tal out of home en­vi­ron­ment and use flex­i­bil­ity at­tributes, cre­ate rel­e­vance with their tar­get au­di­ence. Re­search by Ad­shel shows cam­paigns that use ‘cre­ative rel­e­vance’ are 19 per­cent more ef­fec­tive.

The di­ver­sity of the chan­nel means dif­fer­ent medi­ums can cater to dif­fer­ent com­mu­ni­ca­tion so­lu­tions re­quired to meet ad­ver­tiser’s busi­ness ob­jec­tives, and that is re­sult­ing in out of home be­com­ing a lead medium, he says. Even sec­tors that haven’t tra­di­tion­ally used out of home, such as re­tail, are be­ing lured over, Vile says.

“It can cover prox­im­ity tar­get­ing, pathto-pur­chase ob­jec­tives, au­di­ence tar­get­ing and mass broad­cast reach.

“This is the rea­son that out of homers are so evan­ge­lis­tic about the medium. We see the po­ten­tial in ev­ery cam­paign brief – no cam­paign is the same, which means new and dif­fer­ent chal­lenges ev­ery day.”

Vile says, like most things, New Zealand al­ways seems to punch above its weight in terms of cre­ative con­cep­tu­al­i­sa­tion in out of home, how­ever he does see us lag­ging in au­di­ence mea­sure­ment and ef­fec­tive­ness.

He says there have been re­cent case stud­ies out of North Amer­ica and Europe in re­la­tion to au­di­ence at­tri­bu­tion that show the so­phis­ti­ca­tion in how mo­bile and out of home are be­ing used in con­junc­tion with each other.

Specif­i­cally, the use of ge­olo­ca­tion data and au­di­ence pro­fil­ing. He says a static au­di­ence is matched to a mo­bile ad ID, cre­at­ing an op­por­tu­nity for ad­ver­tis­ers to fo­cus their cam­paign on lo­ca­tions that over in­dex to their tar­get au­di­ence. They can then as­sess con­sumer be­hav­iour af­ter ex­po­sure to the spe­cific ad.

“It’s a com­mon con­cept in the dig­i­tal world, but one that mo­bile is now en­abling in the out of home en­vi­ron­ment.”

With in­creas­ing fo­cus on ad­dress­ing au­di­ence mea­sure­ment and the pro­lif­er­a­tion of dig­i­tal as­sets across the coun­try, it’s hard to ar­gue against 2018 be­ing the year of out of home mar­ket­ing.

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