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Marketing Featured APAC

Carolyn Soh moves to JCDecaux as marketing director

Singapore – Carolyn Soh, previously from the Singapore Health Promotion Board, has moved to out-of-home (OOH) advertising company JCDecaux as its new marketing director. According to her LinkedIn, the appointment took effect in December this year.

She served for over seven years at the Singapore Health Promotion Board, where she was recently the senior marketing manager for preventive health topics. During this stint, she was responsible for marketing effectiveness and business operations in media and risk management. 

She also specialised in integrated marketing for B2C health campaigns and communication management, and brings with her experience in managing partnerships with HCPs and healthcare networks.

At the Health Promotion Board, she also helmed the marketing of division infant nutrition and food nutrition. Aside from the recent one, she’s held roles at Singtel and L’Oreal.

JCDecaux has been ramping up its services in the APAC region, recently partnering with foodpanda HK to be featured in JCDecaux’s OOH screens at the HKIA.

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Marketing Featured East Asia

foodpanda HK to be the first brand featured on JCDecaux’s OOH screens at HKIA

Hong Kong – foodpanda in Hong Kong has become the first brand advertiser in the market to programmatically utilise the newest Crystal Digital and the Spectacular Digital OOH screens, operated by JCDecaux Transport at the Hong Kong International Airport (HKIA). 

Developed in collaboration with Mindshare, GroupM’s global marketing and media network, and Xaxis, GroupM’s outcome media specialist, the campaign will be running over the course of three weeks from 15 July to 4 August 2022. It aims to drive awareness for pandamart, foodpanda’s 24/7 online grocery platform. The creatives were featured across three screens at the airport including one Crystal Digital screen and two Arrival Spectacular Digital screens, reaching passengers who are about to begin their on-arrival quarantine process. 

The Crystal Digital Spectacular Digitals deems to be one of the most eye-catching screens at the HKIA arrival hall as they overlook overseas passengers who must queue in line for COVID PCR test formalities before heading to the quarantine hotels. Passengers at the arrival hall have a direct line of sight to on-screen videos and with Xaxis’ programmatic expertise, foodpanda will be able to take flexible campaign planning to the next level and elevate its OOH advertisements, allowing it to dynamically define its screen mix, panel mix, and audience type, as well as set messages to be delivered at optimal times.

Michael Lai, business director at Mindshare, commented that they are thrilled to have partnered up with foodpanda, the largest one-stop-shop delivery platform in Hong Kong to launch their first pDOOH campaign in HKIA this year and deliver dynamic content to global passengers arriving into Hong Kong. 

“With Xaxis’ expertise, programmatic brings a whole new level of digital creativity for advertisers and consumers, providing a non-intrusive method for relevant customers and passengers to engage with. It also provides brands and marketers with the flexibility of targeted campaigns in real-time,” said Lai.

According to Xaxis, the collaboration was not HKIA’s first pDOOH campaign as JCDecaux upgraded its digital screens at the ‘luggage belt’ area and at the terminal exits to pDOOH screens in 2021. However, the further upgrade this year landed them the Crystal Digital and Spectacular Digital pDOOH screens in which foodpanda is the first advertiser in the market. 

Additionally, the pDOOH campaign catapulted foodpanda into a new era of OOH with programmatic and provided real-time flexibility for foodpanda’s pandamart to curate a captive viewing environment by identifying the audience, location and messages to create an effective, efficient, and brand-safe channel for its campaigns.

Alex Law, marketing director of foodpanda Hong Kong, shared that they are always keen to explore new and innovative ways of reaching their target audiences and are delighted to be the first market advertiser on the Crystal Digital and Spectacular Digital pDOOH screens in HKIA, leveraging the powerful impact of OOH and programmatic capabilities.

“We projected two 10-second videos on the screens by adopting dynamic creative displays to showcase and communicate our quick and convenient pandamart service. We understand the challenges passengers may face during quarantine, and would like to ease the process by providing easy access to basic necessities,” said Law.

Meanwhile, Arnaud Redon, general manager of airport at JCDecaux Transport, said that in addition to its unique geographical position to connect Greater China, Asia Pacific, and the World, Hong Kong International Airport advertising now offers to brands the possibility to target precisely and at scale their most relevant audiences through programmatic-ready large digital screens. 

“We’re very excited to enable foodpanda to deliver dynamic and contextually relevant content that resonates with passengers’ needs as they land in Hong Kong,” said Redon.

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Marketing Featured ANZ

JCDecaux NZ releases research on how brand codes in OOH creative influence mental availability

New Zealand – Out-of-Home (OOH) media company JCDecaux in New Zealand and behavioural insights company, NeuroSpot, have released the results of their latest proprietary research project called the ‘Distinctive Creativity’. This study is part of the JCDecaux Intelligence programme, which dedicates funds to annual local research projects to better understand how consumers connect with the company’s OOH touchpoints. 

The study revealed that OOH creative incorporating distinctive brand codes – including logo, colour, shape, tone of voice and style of imagery – averaged a 13% uplift in category mental availability versus weakly coded ads.

Moreover, the study also found that ads with strong brand codes are liked 31% more than weakly coded ads, while liked ads drive uplifts in category mental availability by 18% because strongly coded ads are easier to cognitively process, which leads to perceived preference. 

Victoria Parsons, senior insights and strategy specialist at JCDecaux New Zealand, noted that the first looked at format, and this study extends to creative. 

“At JCDecaux, we subscribe to the view that advertising ‘works’ through building memory structures that consumers call on in a buying situation. This study puts specific numbers around our knowledge that strongly coded Out-of-Home advertising can influence decision making and drive a sales effect,” said Parsons.

The study aims to examine how using distinctive brand codes in OOH creative influences mental availability. Mental availability is one of the most important metrics for brands and is often under-measured compared with awareness or consideration. Mental availability predicts the propensity for a brand to come to mind in a buying situation versus simply being known.

Cole Armstrong, NeuroSpot’s managing director, shared that there are points for showing up, but if brands really want to impact their customers, it’s the way they surface their brand via OOH advertising that will make the difference. 

“If you ensure your ads are strongly coded with distinctive brand codes, the potential for you to leave a lasting impression in the minds of consumers is significantly increased,” said Armstrong.

Meanwhile, Gary Rosewarne, sales director at JCDecaux New Zealand, said, “Our role as a leader in Out-of-Home is to help advertisers create the best Out-of-Home campaigns. We know that creativity drives effective outcomes for brands, but we can now validate that creative using strong brand codes delivers a sales effect. It is not about one or the other but ensuring Out-of-Home campaigns deliver both.”

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Marketing Featured ANZ

Necessity drives Kiwis’ consumer spending this year as cost-of-living rises

Auckland, New Zealand – As the cost of living rises and household budgets are put under pressure, necessities drive consumer spending in New Zealand, according to JCDecaux New Zealand’s IRIS audience research.

According to the research, 58% of respondents are planning to stop buying everyday luxury items, and 47% of respondents plan to adopt more home brands. In addition, 40% of respondents will only buy trusted brands, and 77% of respondents claim price is the main consideration when choosing between similar products.

In terms of shopping behaviours, online grocery shopping is growing: it’s also more considered and less impulsive than in-store shopping. FMCG marketers must consider how they reach and influence online shoppers, who typically tend to be younger. In addition, People are thinking about upcoming meals while they are driving, and that large format OOH impacts audiences on obligatory journeys, when they are making mental shopping lists of the things they need.

For Victoria Parsons, senior strategy and insights manager at JCDecaux New Zealand said: they noted that 91% of respondents have their household budgets being stretched and a quarter of respondents reporting that they are actively cutting back. 

“For New Zealanders noting reduced disposable incomes, grocery shopping is an easy place to make cuts. Shoppers are increasingly paying close attention to what goes onto lists and intro trolleys. It is interesting to understand consumer perceptions as to what is a necessity and what is a luxury; we see consumers justifying brand purchases as necessary for quite personal reasons,” Parsons said.

She added, “Out-of-home can be a powerful platform to impact and influence in-store and online shoppers throughout the day while they are mentally planning their shopping lists. 83% of survey participants agree that brands that advertise on Large Format are quality brands, which is key for consumers to overcome price sensitivity and avoid replacement by home brands.”

Meanwhile, Gary Rosewarne, sales director at JCDecaux New Zealand, commented, “What consumers deem an everyday luxury is interesting. Respondents told us items such as coffee and tea, bread, self-care and dairy are non-negotiable in terms of buying favourite or quality brands, whereas for canned and frozen goods, and cleaning products, people are shopping the category based on price. Luxury does not mean premium, it means moments where you expect quality FMCG experiences and won’t trade down – you justify the price premium.

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Platforms Featured East Asia

GroupM’s Xaxis launches first pDOOH campaign at MTR advertising in HK

Hong Kong – Xaxis, the outcome media specialist from GroupM, has announced that it has launched its first-ever programmatic digital out-of-home (pDOOH) campaign at MTR’s advertising in Hong Kong. The campaign ran throughout Hong Kong for loan and financial services company United Asia Finance Limited.

The advertisements were shown in eight high traffic locations across 41 panels located within the MTR network in Wan Chai, Causeway Bay, Admiralty, Central, Tsim Sha Shui, Mong Kok, and Prince Edward through exclusive access with the MTR Trackside Digital Motion Network.

The campaign featured three creative advertisements that utilised time targeting based on the operational hours of surrounding businesses while factoring in weekends and public holidays to ensure the best content with the right context is shown to the right audience. 

“With Xaxis’ programmatic expertise, United Asia Finance Limited was able to take flexible campaign planning to the next level and elevate its OOH advertisements, allowing it to dynamically define its station mix, panel mix, and audience type, and set messages to be delivered at the best time possible,” the company said in a press statement.

The pDOOH campaign will catapult MTR advertising into a new automated phase of OOH with programmatic. It will provide real-time flexibility for United Asia Finance Limited to curate a captive viewing environment by identifying the best time, audience, location and messages to create an effective, efficient, and brand safe channel for its campaigns.

Andy Chung, managing director of Xaxis in Hong Kong, said, “We’re thrilled to make history with MTR advertising and United Asia Finance Limited to launch the first pDOOH campaign at MTR and deliver dynamic content to Hong Kong commuters. Programmatic will bring about a whole new definition of digital creativity for advertisers and consumers alike, providing a non-intrusive avenue for passengers to engage in relevant and high value interactions with brands. It gives marketers much more flexibility such as time targeting, creative changes, or even triggering the ad with real time weather conditions or stock market index.”

Meanwhile, Shirley Chan, managing director at JCDecaux Transport, commented, “Utilising the reach of Hong Kong’s MTR network and the flexibility of programmatic, advertising campaigns are reaching and best resonating with the audience at any time or place. MTR advertising offers the largest coverage of DOOH in Hong Kong, and by having this level of precision, marketers can truly direct the most captivating creative advertisements to the largest audience. We are excited that UA Finance smartly integrates the flexibility of programmatic digital out-of-home (pDOOH) into the MTR network with dynamic content capabilities to deliver tactical and contextual messaging, thus allowing its ad content to be optimised against specific data parameters to ensure the very best target audiences are reached.”

Lastly, Elvis Yan, chief marketing officer at United Asia Finance Limited, said, “We are eager to explore innovative and convenient ways to connect with our customers, and fascinated to learn that UA Finance is the first advertiser to tap into MTR advertising with pDOOH. It’s an exciting space for us to celebrate a new chapter of our innovative journey. Leveraging the powerful visual impact of OOH plus the new programmatic capabilities, this location-based marketing platform enables us to reach a large volume of on-the-go target audiences throughout the day, bringing big uplifts in impressions and efficiency.” 

He added, “At selected MTR locations, we adopt dynamic creative display technology to develop scenario-base ads to communicate our service offering. We strongly believe this innovative solution will be a popular trend for advertising in the new era. It perfectly complements our integrated marketing strategy, tapping into the holistic customer journey.”

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Platforms Featured ANZ

JCDecaux launches DOOH e-learning course in Australia

Sydney, Australia – Out-of-home (OOH) media company JCDecaux has announced the launch of its e-learning course called ‘JCDecaux ACADEMY’, designed to foster understanding and awareness of the power of digital out-of-home advertising.

As part of the launch, JCDecaux has launched a marketing campaign featuring different characters to showcase its relevance for all industry professionals looking to tackle data-led targeting, understand creative nuance or seek new strategic solutions.

The free course covers subjects such as media planning in today’s world; how to make a creative impact with DOOH; identifying and enhancing the DOOH journey; creating digital audiences outdoors; programmatic trading; and reporting, verification, measurement and optimisation.

Max Eburne, chief commercial officer at JCDecaux, said, “Digital Out-of-Home has exploded in Australia over the last 12 months, with digital revenues accounting for almost 60% of total Out-of-Home revenue. However, whilst media owners have invested billions of dollars in converting analogue (paper) sites to digital screens, campaigns are often executed in an analogue manner.”

He added, “This means the channel isn’t being used to its fullest potential, with value being left on the table for brands and their agencies. The JCDecaux Academy aims to change this by educating and upskilling the wider industry.” 

Meanwhile, Essie Wake, chief marketing officer at JCDecaux, commented, “As the industry’s favourite brand-building media becomes more digital, targeted and addressable, we wanted to share everything media agencies and marketers need to know now, to stay ahead of the curve and fully leverage the promise of the DOOH channel in 2022.”

She added, “And it won’t take an age to complete either – it’s ten concise modules, made up of bite-sized 15-minute videos, jam packed with great real-life examples, case studies and take outs from Australia and across the globe.”

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Marketing Featured ANZ

OOH JCDecaux nabs tender with Queensland Rail

Australia – Out-of-home (OOH) media company JCDecaux has been awarded a tender by Queensland Rail, which will expand its current portfolio, retaining existing formats and adding new digital assets and locations across Australia’s second-largest state. 

JCDecaux has been providing advertising solutions to Queensland Rail for over ten years, and with the new tender, another 10-year contract will be commencing in July 2022. This will see JCDecaux add 13 new roadside digital large format sites and six digital bulkheads in various locations, which will allow advertisers to have access to consistent advertising opportunities across the entire Eastern Seaboard, from Sydney Trains to Queensland Rail.

In addition, full-motion audio and video digital XTrackTV screens will be deployed at stations including a brand-new deployment at Brisbane’s Central Station. About 50 existing static sites will be replaced with 75-inch screens, providing high resolution, quality viewing of the campaign, which doubles the number of digital locations.

Steve O’Connor, JCDecaux’s CEO, said, “Queensland is poised for further economic vibrancy as it begins its preparations for the 2032 Olympics. Our expanded station and digital presence will provide brands with a wealth of new advertising opportunities to connect with its growing population.”

JCDecaux said that this ten-year contract has an option to extend beyond 2032.

In April 2022, JCDecaux has also been awarded an extended tender by the North Sydney Council to be its exclusive street furniture provider, which was inked for a term of nine years.

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Marketing Featured ANZ

OOH JCDecaux bags extended tender with North Sydney Council

Sydney, Australia – Out-of-home (OOH) media company JCDecaux has announced that it has been awarded an extended tender by the North Sydney Council to be its exclusive street furniture provider. The contract is inked for a term of nine years.

The expanded partnership, which includes street furniture, large format screens, and community information panels including interactive touch screens, will see JCDecaux grow its network from four to 60 digital panels across Sydney’s second-largest business district and throughout the affluent Lower North Shore including residential suburbs spanning from Cremorne to St Leonards. 

As part of the expansion and upgrade, JCDecaux will deliver more than 35 new state-of-the-art digital street furniture screens and 19 new digital community information panels, which are reserved for community messaging such as maps, transport information, and other messaging to enable connectivity.

Aside from retaining the street furniture network, JCDecaux has won the North Sydney Large Format contract, to develop high-quality, sustainable digital screens on the Greenwood Bridge. These sustainable screens are currently in development and have been designed by architect Tzannes to ensure they complement the existing bridge design and enhance the surrounding area. Positioned in the heart of North Sydney, these highly visible sites impact traffic travelling along the Pacific Highway.

Steve O’Connor, JCDecaux’s CEO, commented that retaining the North Sydney contract is another triumphant win for JCDecaux following their recent successes with the Sydney Trains and Adelaide Railway Station contracts. 

He further shared that they have ambitious plans to enhance the presence, scale, and utility of the network, and this contract represents a powerful opportunity for brands to connect with affluent professionals, Lower North Shore residents, and tourists alike with a range of creative opportunities, while also strengthening their programmatic offering for clients.

“We’re in a fantastic position going into 2022; demand for out-of-home advertising is accelerating and audience mobility is bouncing back rapidly from last year. We have an incredibly strong portfolio to offer advertisers wanting to reconnect with Sydney-siders across our large format, street furniture, airport, rail, and transit network,” said O’Connor. 

In March this year, JCDecaux has also announced the run of its first digital roadside programmatic campaign with TVNZ, New Zealand’s state-owned commercially funded broadcaster. The campaign is running via dentsu, Hivestack, and VIOOH.

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Marketing Featured ANZ

monday.com unveils pilot OOH campaign in Australia

Sydney, Australia — Work operating system (OS) platform monday.com has unveiled its first-ever Australian out-of-home (OOH) advertising campaign that was launched in different locations around Sydney and Melbourne, Australia. From city centres and airports, the billboards were done in collaboration with OOH ad companies Ooh! Unmissable and JCDecaux, and transit OOH specialist Torch Media.

monday.com’s aim with the campaign is to raise brand awareness of its Work OS and how it enables seamless collaboration. Truly walking the talk, the campaign was coordinated across the various agencies using the monday.com platform.

The creative concept behind the campaign, which is running through mid-April, uses cliches to support monday.com’s ‘work without limits’ ethos, highlighting common workplace pain points and how its platform addresses them, such as saving time and effort, customising processes and workflows, ease of use, automation, security and flexibility.

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Marketing Featured ANZ

JCDecaux NZ runs first digital roadside programmatic campaign with TVNZ

Auckland, New Zealand – Out-of-home (OOH) media company JCDecaux announces the run of its first digital roadside programmatic campaign with TVNZ, New Zealand’s state-owned commercially funded broadcaster. The campaign is running via dentsu, Hivestack and VIOOH.

TVNZ’s launch campaign is running for three weeks in six main metro markets: Auckland, Wellington, Christchurch, Dunedin, Hamilton and Bay of Plenty; across 35 Digital Large Format sites to promote the new series of BAFTA and EMMY award-winning TV drama ‘Killing Eve’.

Kurt Malcolm, trading and innovations director at JCDecaux, said, “Since announcing the availability of programmatic trading across our entire Digital Large Format portfolio in February, we’ve received significant interest from brands and their agencies who are keen to leverage the flexibility and measurability programmatic trading affords. We’re delighted that the iconic TVNZ has become the first brand in New Zealand to formally launch JCDecaux’s valuable new programmatic offer.”

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

James Brook, senior programmatic account manager at dentsu commented, “JCDecaux’s roadside availability of programmatic Out-of-Home is a massive value-add for us and our adoption of the format. It brings more premium inventory and scale to this rapidly growing channel. We are looking forward to utilising the roadside on briefs moving forward.”

Meanwhile, Ash Houghton, sales director at Hivestack New Zealand, added, “We are excited to help launch JCDecaux’s roadside programmatic offer to our buyers on the Hivestack DSP. The ability to target audiences on the most established roadside network at the click of a button is truly exciting. This represents a great step forward for programmatic outdoor.”

JCDecaux previously launched its roadside programmatic DOOH offering, with clients including Air New Zealand.