and the impact on media movement · market is expected to recover, giving further rise to...
TRANSCRIPT
Movementand the impact on media
June 2020[Commercial in confidence]
Last month we focused on how brands have prospered during challenging economic times, and how these insights provide opportunities for brands attempting to navigate COVID-19.
This month, we’re looking to the recovery period as restrictions ease across Australia. We explore what this increased movement means for different media channels, as well as media
consumption trends and data. We also focus on what we can expect to see moving forward, particularly in regards to OOH.
Read on for our June channel insights and the impact of movement on media, plus our Q+A with industry leaders for a deeper dive into the evolving DOOH space.
Introduction to June insights
Broader impact
It remains a challenging time for both the local
and global community
Isolation restrictions are slowly easing
What broader impacts have we felt?
Countries around the world are at
various stages of recovery
Australian response was
swift, aggressive and impacted
the spread
v
This created challenges for brands in regards to their marketing strategies as it led to consumer spending hesitations and dramatic shifts in media consumption behaviours.
We saw some very significant shifts in the way we consume
media. We increased our online media consumption
via quality news sites, watched more BVOD, browsed more native
content, connected more over social media and
consumed much less OOH media.
April insightsMay insights
Industry impact
Media consumption
Consumer spending
Marketing strategy shifts
Towards the end of April to early May, consumer
spending in Australia was the lowest it had been since the crisis began. Down 20%
on normal levels.
It has been very challenging for brands to navigate the recent past.
We saw some very creative shifts in marketing strategy
that pointed to two key areas: movement of budget
from performance lead efforts into branding
channels and a shift in creative messaging as
brands developed a more sensitive tone.
Uber ad messaging: thank you for not riding
We are seeing pubs, clubs, bars, shops, salons and
more opening back up
Last week, consumer spending was only 3% below
normal levels
Media consumption behaviours are shifting again
Current state
Isolation restrictions are slowly lifting!
MOVEMENT
There is a very wide range of factors that are again
changing our media consumption behaviours and
spending habits, such as mid / longer term
economic confidence, the ever-changing status of
the pandemic, and what we will now focus on….
Movement can be defined as:
1. an act of moving
“a movement of the body”
2. a change or development
“the movement towards climate change”
Interestingly, both of these definitions shine a light on the current climate when it comes to the media industry. Our increase in physical movement as isolation restrictions ease is directly affecting the movement in consumer spending and the movement in how brands can plan and execute marketing strategies to take advantage of these shifts.
How movement is changing media
Perhaps the biggest callout is that OOH is back! After a
tough period of less foot traffic outside, the OOH
market is expected to recover, giving further rise
to programmatic OOH capabilities. Mobile usage is
expected to climb while BVOD providers may be faced with slightly lower audience numbers as we
leave our lounges!
How the easing of restrictions has affected the media industry
Media consumption
Movement brings with it a plethora of mobile location
data. There is now more scalable data to plan and
activate against than throughout the majority of April / May. The increase in
consumer spending also means that there is more sales and conversion data
to learn from and effectively optimise the shift back to performance marketing.
DataConsumer spending
Perhaps the most exciting effect that movement is having is the increased spend volumes from
consumers. Consumer spend is now only 3% lower than “normal” levels. Stimulus boosted some categories (supermarkets/petcare), dramatic increases have been seen in some
categories (food delivery/home improvement), while others will
recover as isolation continues to lift (pubs/restaurant/bars)
See more data here.
PlanningOpportunities for brands
So what opportunities does the increase in movement, and therefore shift in media consumption, data and spending, present for brands?
● The OOH market is expected to recover exponentially as our movement increases. The very highly impactful, attention-grabbing media, and
when coupled with foot traffic is one of the most powerful branding mediums.
● Add key developments in the programmatic OOH space and the opportunity for brands becomes clear. Commercial barriers to entry are
removed and OOH media plans can be more targeted than ever before. As brands move strategy back towards OOH media, we encourage
them to test out the efficiencies. Watch out for some pending news from Ooh!Media and JCD in this space!
● As our movement increases, so does the scalability of the location data that can be collected from our personal devices. This provides the
opportunity for brands to plan highly targeted and efficient location-based strategies.
● In a challenging time where marketing budgets have taken a hit, location data can be a great way to drill down on a very specific target
audience or location to maximise your return on media investment. It also helps to power the planning and execution of programmatic
OOH campaigns.
PlanningOpportunities for brands
● With consumer spending back on the rise, if your brand sits within a recovering category, it may be time to start thinking about planning
or switching on your performance-based strategies again.
● If your category is still facing challenges, continue to look at branding investment to maintain your brand presence. Again, OOH, BVOD,
audio and video channels are providing some very unique, scalable and cost-efficient solutions at current.
● As consumers engage heavily with social media apps, new and scalable opportunities such as TikTok hit the market. The access we have
allows our brands to take advantage of increasing user base.
Let’s hear from the OOH experts in the market
Ben Baker
Sales Director, ANZ
Vistar Media
Ben AllmanSales Director, ANZBroadsign
Laura WallHead of ProgrammaticShopper Media
Mo MoubayedCo-Founder & Head of Business Development Veridooh
Braden ClarkeProgrammatic DirectorVMO
OOH insights
For brands that have a story to tell, it’s the ideal platform to spread the message both quickly and efficiently. - Ben Baker, Vistar Media
We need to utilise more data to show the power of OOH when planned as part of the wider media mix. - Laura Wall, Shopper Media
The immediate value comes from automation, however, as programmatic OOH matures the value will be derived from the ability to target audiences dynamically.- Mo Moubayed, Veridooh
“
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We sat down with some of the sharpest minds in the DOOH space to get a glimpse into the programmatic developments in OOH, and what the post COVID-19 recovery looks like as our movement increases.
OOH insights
The arrival of programmatic to DOOH is an exciting evolution, offering buyers the ability to take control – planning and executing down to the screen, day and hour with granular precision.- Braden Clarke, Val Morgan Outdoor
The shift to programmatic in OOH couldn't have come at a better time. - Ben Allman, Broadsign
“
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Read the full insights here.
Media consumption trendsJune 2020
BVODSeven West Media, 7Plus: There has been a slight shift in consumption with more entertainment and nostalgia content over news and current affairs. Total streaming up +66%, live +73% and VOD +63%.
Nine Entertainment, 9Now: 9Now continues to be the leading CFTA BVOD platform with a year-to date share of 48% in total minutes, achieving an average daily unique audience of 1.7 million (up 33% YoY).
SBS, SBS on Demand: There has been an increase of 44% in the chapter streams in the last four weeks with food and comedy maintaining the top two most streamed genres, followed by drama.
Network 10, 10Play: WoW consumption is increasing with +8% in unique visitors as well as +26% in page views.
Foxtel: VOD has a +59.1% growth in minutes viewed mainly due to the opening of the tiers across the platform. There has been growth across all genres excluding sports, which had a 73.2% decrease in total minutes viewed.
The overall BVOD market saw a decline of -5.1% for the total minutes viewed for the period of April 20-May 20 vs Feb 20-March 20.
Despite the slight decline, BVOD viewing is still showing strong numbers with more than 18 million hours watched last week alone, and consumption up 21% since pre-lockdown.
In May, 52% of BVOD streaming is on CTV devices, followed by 36% mobile and tablet, and 12% desktop.
Video
This month’s focus has been slowly shifting away from news and towards lifestyle content. Australians are also reconnecting with their love of travel content as restrictions lift. Weight loss and dieting has also been a main focus, with a minor focus on exercise and beauty, as people are slowly starting to go out and prepare to go back to the office.
As social restrictions are being lifted, travel content is in demand across 9Honey travel with unprecedented WoW growth across unique visitors (+152%).
As people are settling into the new norm, only one of the top stories across NewsCorp was COVID-19 related.
GC Bulletin had a 411% increase in page views as body+soul has been meeting fitness needs.
Guardian is reaching 47% of all Australians with its news section reaching 9.8 million.
Audio
SCA daily live radio streams have grown 21% with weekday listening hours +19% since restrictions began.
Smart speaker live radio streaming is up by 28.8%, hitting a peak of 2 million listening hours in April.
PodcastOne AU downloads are up by 49% from Feb-Apr.
Time spent listening to audio is up to more than 12.5 hours a week on a range of devices.
Consumers are turning to playlists and podcasts to help them focus on being productive, staying positive and spending quality time with family.
Podcast listening time has significantly increased for self-improvement content such as wellness and meditation, as well as entertainment content.
Native
Great efficiencies for advertisers to take up as CPCs are currently the lowest year-to-date.
CPA for Direct Response advertisers are on average 14% better in May compared to the rest of the year.
The audience spike in March has been stable with Yahoo News showing great affinity for audiences over the COVID period.
Even with news consumption slowing down, consumers are still highly engaged with content. We have also seen an increase in traffic in the travel section where consumers are looking for answers regarding travel restrictions as Australia slowly eases its restrictions.
DOOH
Out-of-home is beginning to see signs of recovery in Australia after experiencing record lows as COVID-19 lockdown measures were implemented in March.
As movement increases, scalability of the location data will provide opportunities for brands to plan highly targeted location-based strategies.
Opportunities for brands to pivot back into reactivation of OOH campaigns to take advantage of the lift in restrictions in foot traffic.
Programmatic OOH may accelerate as brands require flexibility to optimise campaigns based on the uncertain market conditions.
Location data and agility, already important in OOH, will likely become more crucial as the industry emerges from the pandemic.
As restrictions ease, there will be more data. This will allow OOH to lean more heavily on data-led planning to understand the new traffic patterns that have emerged, as well as allowing brands to understand how consumers journey are shifting post-COVID.
Hyperlocal data will help brands understand how audience journeys are shifting as the country reopens at different paces, and it will inform how to best use different OOH formats to reach those audiences along the way.
Brands will embrace dynamic messaging as they pursue ways to connect with consumers on a more meaningful level.
Please contact us for more information or if you have any questions;we’re here to help
Media at [email protected]
Sam ThompsonHead of Media and Partnerships
[email protected] 805 177