As Auckland grows, so too does Auckland Transport (AT), the body in charge of the city's public transport. Since it sprung from the loins of the Super City in 2009, it has, understandably, been focused more on operational improvements than commercialising its assets. But that's set to change with AT consolidating its outdoor advertising and signing a nine year contract with Ambient Group, which was acquired by the soon-to-launch QMS Media back in May for an undisclosed sum.
It isn't difficult to find someone making a negative comment about Sky TV's service on social media. The broadcaster is a proverbial punching bag, with shots regularly flying in from Kiwis across all the available channels. And yet, despite the continuous stream of negativity, Sky's revenue and profits continue to rise at a time when digital disruption is cutting a huge chunk out of the profitability of the other broadcasters.
Don't touch that dial: tuning into the radio industry's big year of change
With networks financing audience surveys independently, broadcasters selling advertising packages across multiple media channels, streaming services selling video ads and national radio striking commercial partnerships, ...
Almost 800 people filled The Great Room at The Langham last night to celebrate the best in the marketing business at the 24th TVNZ-NZ Marketing Awards. And Chorus’ Gigatown campaign, which effectively informed Kiwis about UFB, drove interest in the economic and social benefits it could offer and generated millions of dollars of media value for the brand, took the big one, with Jules Lloyd-Jones from Foodstuffs named as the marketer of the year.
Social media might seem as easy as publishing a varied assortment of brand-related material onto a profile. But, after a chatting with a few Kiwi brands doing it well, Joshua Riddiford discovered that it's harder than it looks.
For those who waste their pay cheque on things like shoes or coffee, beer and other consumables this ANZ online game will see you doing your best to stay on track (in the digital world), mainly because of the lure of the potential win of $5,000
Since its inception in 2013, Radio New Zealand's (RNZ) digital brand The Wireless has grown quickly, attracting a new audience of readers that were largely disconnected from the legacy structures of the state broadcaster. This upward trajectory has seen the website's average audience climb from 700 daily users last year to 3,000 this year. And the RNZ executive team is now hoping to spread this success across all its digital properties with the appointment of The Wireless editor Marcus Stickley as the digital features editor. PLUS: digital teams restructure, a tale of two Tobys and a new RNZ website on the cards.
It’s never been easier for marketers to learn about their audience. All they need to do is go to social media, look at what they’re posting and what’s trending among their target age demographic. Brands have begun travelling to their audience to market to them too, launching social media campaigns, joining Snapchat, Instagram, Pinterest, whatever it may be. But something else we’ve noticed recently is brands going to their audience and essentially asking for advice, crowd-sourcing ideas for products like websites, food, even ads. Here are a few examples from here and abroad.
Back in the early days of the internet, pop-up ads started, well, popping up. Originally, they were seen as a way for advertisers to fight against the early stages of banner blindness and get in front of users without being directly attached to the content of a website. But readers found them intrusive and annoying and, eventually, technology was developed to block them. And it's happening again as Ad Blocking software grows in popularity. So are the supposed evils of online advertising worthy of drastic action? Or is it another unfair stake in the heart of publishers already dealing with a digitally-inspired existential crisis?
Media companies are continually pushing the strength of their particular medium (or combination of mediums). And one popular way to show off capabilities, get creatives thinking about how to use the medium effectively and line up a few leads is to run a creative competition. NZME has its Advertising Challenge. Adshel ran the Creative Challenge for its charity client Surf Lifesaving NZ. And now APN Outdoor is joining in the fun with Pixel361°, a scheme that invites creative minds to create a digital outdoor campaign to raise awareness of the Men’s Health charity.
Co-branding is fairly common practice in marketing and it pretty much always involves complementary brands, rather than direct competitors. But Burger King global and Y&R NZ are taking the idea of co-opetition much further and challenging McDonald’s to celebrate Peace Day by asking it to join forces and create the McWhopper.
Having already covered all aspects of retargeting from the basic to specialised in the Get with the Program(matic) series, AdRoll's Ben Sharp looks at how marketers can measure their results more effectively.