Credit: oOH
Jodie Teaken, Dan Edgtton, Penny Glasson.
Outdoor media specialist oOh!media hosted a weekend get-away with 150 senior marketers and media agency representatives on the Gold Coast to discuss the different ways “Australians’ move, spend, and think differently during the warmer months”.
The CMO of Bundaberg Brewed Drinks, Penny Glasson, talked of the need to continue investing in strategic outdoor advertising during summer.
“As a brand we mostly advertise over summer, it’s a big recruitment strategy for us. Last summer, we increased brand penetration 7% YoY during this period which reinforces the importance of staying active with consumers," Glasson said.
"Part of Bundaberg Brewed Drinks’ success is that while we're consistent, we like to tweak what we do each year. For us, It's evolution, not revolution.”
“Using two major platforms, Out of Home and cricket, is testament to how much we back the channels. We are also looking to allocate more focus to reaching regional consumers given the changing patterns of behaviour during this period."
While the director of data solutions at Westpac Data X, Dan Edgtton, highlighted the opportunity summer brings to scale business, analysing the changing spending behaviours during this period.
“Based on our data, we see a 3% uplift in Victoria, attributed to summer movement and visitation, that's the biggest of all the states,” said Edgtonn.
"Three per cent doesn't sound like a lot, but when you contextualise it, it's over $350 million more than any other state across that period. So, people are shifting their behaviours and how they're choosing to spend their money,” said Edgtonn.
And the global head of airline marketing at Qantas, Jodie Teaken, pinpointed the necessity of engaging with audiences and their movement - travel.
“The best thing you can do is be where your audience is, let audiences tell you where they're going to be,” said Teaken.
The panel supported their perspectives with data on consumer behaviours - largely ‘movement’ during the summer period.
More than 3.3 million Australians set off on regional trips during summer, “fuelling an $8 billion day-trip economy, according to Tourism Research Australia”.
Westpac Data X revealed this travel leads to 3.7 million extra petrol station visits and a $76 million rise in coastal spending compared to winter.
Travel trends discussed during the panel reflected the value for outdoor advertising, targeting audiences who are “relaxed, receptive and ready to spend”.
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