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Media Intelligence : Media Trends+Strategy 2012
Compelling research reflects success out of home 64 MEDIA Trends + Strategy Out Of HOme expands its reacH The OuT-Of-hOme industry has continued to grow, recording its seventh consecutive quarter of growth in the third quarter of 2011: there was a modest increase of 1.5% on the same period last year. however YOY figures reveal even more gain – a healthy 4.1% growth, amounting to a net revenue increase of $13m – $342m compared to $329m in 2010. The new mOVe data (measurement of Outdoor Visibility and exposure) was launched on 12 September, 2011 and shows a 13.6% increase in audiences across the country for OOh. Audiences are up in all five markets: 5% in Sydney, 8% in Brisbane, 15% in melbourne, and 20% in both Adelaide and Perth. Improvements to mOVe coupled with new data means OOh is poised to end the year growing its market share. MEDIA Trends + Strategy What are the latest technologies and innovations in the OOH space? Our business is focussed in and around the retail environment and therefore the most exciting new technologies and innovations are all about the mobile engagement , m-commerce or Smartphone technology. Today time poor shoppers are looking for an individualised and relevant shopping experience using the comfort of their Smartphone as a personal shopper to make it easier for them. Australia has the second highest Smartphone penetration in the world and the key to successful use of Smartphone technology in the retail OOH space is providing shoppers with product information, reviews, recipe ideas, competitions or anything that will be perceived as valuable and relevant in the environment. FMCG marketers are becoming very sophisticated at tailoring their message to the environment, taking a singular campaign concept and tailoring the message on the route to purchase as well as in front of purchase. It’s about reminding and prompting shoppers to purchase along the path. For example, qr codes integrated into artwork enabling shoppers to jump to an advertiser’s website for freely downloadable content such as recipe suggestions and shopping lists. Smartphone technologies currently being used globally include: Quick Response (QR) Codes – To date, QR codes are by far the most utilised tactic overseas for mobile savvy brands, but few have capitalised on this opportunity in the Australian retail space. As shoppers become more comfortable using the technology, the incorporation of QR codes onto brand packaging as “label information extensions” and into retail OOH media, provides brands with the opportunity to establish unique selling propositions beyond price at the moment a shopper connects with their brand. Location based technology – Whilst we have yet to see it in Australia, overseas retailers use geolocation capability allowing shoppers to locate products on the shopping list and provide location specific offers and promotions. This presents a fantastic opportunity in the retail OOH space for brands to execute demographic/life-stage specific campaigns delivering greater efficiency. What does the MOVE system mean for the industry – advertisers and operators? MOVE is by far the most important initiative launched by OOH industry in recent years. It’s an integral step towards being considered on an even playing field with other traditional mainstream media. It provides advertisers with confidence and accountability when buying OOH whilst making it easier to plan multi- format media campaigns. Has your selling proposition to both agencies and brand managers undergone significant changes? Over the past five years we have developed compelling evidence of success through a large body of campaign research including 350+ campaign case studies by Synovate Aztec showing average sales uplift by category, average effectiveness of retail OOH media compared to other media and detailed analysis on the “media multiplier” effect of adding retail OOH to any above-the-line media campaign. We’ve also developed Heat Mapping technology for the supermarket which provides insights about shopper movement in-store and indicates complementary placement zones such as corn chips advertising near the fresh meat to suggest nachos for dinner. New formats to be introduced in 2012 include illuminated floor media and digital shelf advertising. Kirsty Dollisson General Manager – Marketing & Commercial TorchMedia p64-67_outOfHome.indd 64 28/11/11 2:06:02 PM
MT Resource Guide 2011
MT Resource Guide 2012