Page 36 - AdNews Magazine Nov-Dec 2020

Investigation
“In the early days where there was so much unknown ...” Jack Watts, CEO Bastion Collective
“Radio surveys were suspended for about six months,” says Clarkson. “There was a perception that there was no way to measure the audience size and engagement. And with the pandemic influenc- ing retail behaviour, a lot of people were questioning why they should advertise more broadly and why they should continue to invest in their brands.”
SCA moved to develop cam- paigns and initiatives to keep momentum to the relevancy of radio and more broadly that rele- vancy of advertising and building brands in a pandemic.
“We found that everyone was still listening to the radio,” she says. “They just changed their hab- its and their behaviours because of the way they were working.
Mars Wrigley
“So we developed a new campaign under the banner of ‘Everyone’s Listening’.”
SCA then developed a simple set of monthly statistics with digital audio insights, reinforcing growth in listeners.
“We uncovered that we had 1.5 million unique radio streamers,” she says. “We have 8.6 million live streams and a total of 10 million listening hours.
“We just saw this amazing growth across devices. Smart speakers went up 95%, mobile and tablet up 30%, podcasting year-on-year 136%.
“We had these fantastic stats to prove everyone was listening.”
Value/d
Renee Garner, CMO of telco amaysim, says a recession with the highest unemployment rate in 19 years means people are looking to cut back and are far more open to better value — not big brand — alternatives.
“There is a groundswell movement I like to call ‘the rise of the proud value shopper’ and appealing to this growing group with a relevant and great value proposition is going to become increasingly important during the coming one to two years,” says Garner.
Amaysim’s ad spend has remained broadly the same but the creative approach has shifted, with the media mix following.
“Our focus for the remainder of FY21 is to ensure our customers are taken care of, or ‘shown the love’ as I like to put it,” says Garner.