After an uncertain and pandemic tainted 2021, New Zealand is now in a phase of transition and recovery. To celebrate this, the country’s largest Out of Home media company, oOh!media, has partnered with StopPress on The Great Reopening. A series focused on New Zealand’s recovery and the return to life OOH.
Nigel Douglas, CEO of OMD New Zealand says Kiwi marketers need to be more agile as they adapt to opening up in a time when digital realities are dominating.
What are the emerging trends impacting the ad industry as we approach the great reopening?
The ad industry has always been fast paced and dynamic, especially at the moment. Disrupted and catalysed by Covid of course, Here’s three biggies.
1. E-commerce. It’s tripled from circa 5-15 percent during Covid. Agencies and clients need to make sure they’ve got their heads around this.
2. Attention. The conversation is shifting from reach and frequency to consumer attention. I used to call this a 3D TARP. And now it’s here. OMD is leading this evolution with Amplified Intelligence.
3. DEI. Internal and external focus. Externally, understanding and connecting with diverse audiences. Especially important in the Covid era.
How will your clients’ approach to consumer engagement change as NZ opens up again amidst a Omicron outbreak?
With agility! E-commerce needs to be seamless, click and collect, deliveries, post is back in the game. But, punters are still tentative. It’s hard to predict how consumers are feeling and reacting. We’re using a lot of analytics to understand this but it is not easy.
How do you think the marketing industry will adjust to the new normal?
Well, they need to adapt to these trends with agility. One of the good outcomes from Covid is that it’s forced us into that mindset, so we should be well conditioned. (Although somewhat weary!)
How have your marketing/business priorities changed?
In a WFH situation you need to work harder with your culture. Long distance relationships are tricky, right? Virtual huis, virtual water coolers. Uber Eats parties. We’ve spent a lot of time and effort trying to keep everyone engaged in different ways.
For more on The Great Reopening brought to you by oOh!media, click here.
