Page 34 - AdNews Sep-Oct 2021
P. 34

                 Investigation
Nigel Douglas, CEO OMD NZ: “We experienced significant organic momentum and partici- pated in a year’s worth of pitches in six months, winning 80%, resulting in unexpected double-digit growth off a very large base.
“Many businesses used COVID- 19 capacity to address internal structure. At OMD, it’s provided the opportunity to develop new structures, new ways of working and, in our case, add even more high performance resources.
Scott Keddie, chief investment officer, OMG NZ, says the market exploded out of COVID-19 limbo in the first quarter of 2021 and so did OMD’s business.
“Across OMG, we have the priv- ilege of partnering with clients across a diverse group of catego- ries and it has been heartening to see business confidence return and clients making long-term plans and commitments.
“More and more, the conversa- tions we are having with clients sees us talking beyond media planning and buying and increas- ingly we are supporting them in the areas such as ecommerce, mar-tech and analytics. The opportunity to support our clients in this way is exciting and a big part of the future of our 3x agency brands within OMG NZ.”
Jodi O’Donnell at TVNZ says demand has been strong in the tel- evision market since July last year.
NZ came out of lockdown in late May, and by August the TV market had rebounded and it’s still continuing.
“People in NZ and globally are watching more content and TV shows than ever before, but how they’re watching is evolv- ing,” she says.
“Connected TVs are now the norm — at TVNZ approximately 15%-20% of our TVNZ on-demand streams are from viewers watch- ing via live streaming; this was 0% 12 months ago. We’re seeing mas- sive growth in video on-demand viewership, but also livestreaming of traditional TV channels.”
She says marketers and media planners will need to have a good understanding of different plat- forms and how content is viewed on each and every one of them.
“Socially progressive ... mutual respect and unity.”
Mark Cochrane CEO, Saatchi & Saatchi NZ
“The 30-second creative will always have its place, but marketers and media planners are now considering a mix of formats and executions to generate cut-through and connection with audiences within platforms.
“When it comes to streaming there are new products that can add value for brands, too — from ‘ad on pause’ to ‘digital ad insertion (DAI)’, there are so many new ways to reach captivated viewers.”
New Zealand has a scale challenge.
“When I talk to marketers who want personalisation and targeting, I remind them that NZ is the same size as Sydney,” says O’Donnell. “If you get too targeted you might be talking to 12 people, so use ad prod- ucts such as ‘ad on pause’ or data matches for DAI to do this at scale.”
Chris Riley, CEO, GroupM NZ: “At the moment, between agencies and publishers, everyone seems to be reasonably optimistic. Consumer confidence is pretty good.”
Ad spend is up and local news publishers are benefitting.
“We’re massive advocates of the work they do, the quality of their journalism, and the content they create is world-class,” says Riley.
“It was incredibly sad to see what happened to local publishers last year, but I’m delighted to say it bounced back with real vengeance. 2021 is forecast to be up, in the region of 6.5% to 7% on 2019 numbers.
“Digital’s certainly been the recipient of the greatest amount of growth, but TV’s having a renaissance, and it’s really good to see.
“They’ve found their mojo now. They’ve managed to look at their cost base and understand the dynamics between linear and instantly connected TV.
“We’ve got a compelling part of our business called Finecast, which enables us to look at addressable TV and capitalise on inven- tory, particularly through the connected TV platform.
“Television in New Zealand is actually very, very good value, probably the best in the developed world. When I look at the comparison of cost- per-thousand across the different publishers, TV is brilliant value. And I think clients really recognise that.
“It probably shifted a bit of money back into TV from other channels as they’ve started to come back post-COVID-19 and really start to sort of focus on their communications plans for this year and into next.”
        








































































   32   33   34   35   36