Marketing Guru Seth Godin once said: “marketing is a contest for people’s attention.”
Last night at the Sydney Opera House, APN Outdoor presented their recent findings in a study called ‘The Attention Economy’. The study has found ad recall outdoor was among the highest performers of all mediums, with 72% of respondents recalling outdoor ads, compared with 77% for TV and 64% for online.
Mark Fairhurst GM of sales for APN Outdoor explained that outdoor is one of the most efficient mediums available. He added that ‘Outsiders’ feel positive, engaged and impulsive toward outdoor advertising.
” It’s this positive feeling which converts to higher attention levels for outdoor and also the lowest levels of ad avoidance for all mediums,” says Fairhurst.
When surveying the 6,600 participants from metropolitan capitals around the country, APN Outdoor in partnership with research consultancy, Millward Brown found some oddities in the study: “People in Perth don’t watch much TV. I don’t know what else they’re doing over there,” quipped Fairhurst.
And for the most popular outdoor ad campaign? “BOOBS by BONDS was the campaign with the highest recall,” added Fairhurst.
The Cru, a leading specialist communications agency in restaurants, food, drink and destination, with offices in Sydney and Melbourne, has revealed a new brand identity today and launches a new-look newsletter, Cultured by The Cru. After 11 years serving the hospitality and travel industries, and working with clients including Matt Moran, Kylie Kwong, Rene Redzepi […]
Australian consumer expectations have become more nuanced during the COVID-19 pandemic, with personalisation and empathy now the essential building blocks of a sustainable customer relationship, according to a new report from KPMG. The KPMG Customer Experience Excellence report surveys over 20,000 people globally (and over 3000 in Australia) to evaluate which brands are delivering the […]
In very expensive news, Michael Jordan’s old and worn air-force Nikes have sold for a very healthy price of $1.5 million, breaking auction records. The size thirteen kicks were sold at a luxury sale in Las Vegas by auction house Sotheby’s and the resell value seems like a testament to both Nike and Michael Jordan, […]
Always a brand quick to jump on Halloween’s marketing opportunity, fast food giant Burger King has unveiled its latest work for the scariest day of the year and, it has to be said, it’s actually rather terrifying. Called “3am Apparitions”, the ad argues you’re most likely to be visisted by ghosts and ghouls at that […]
B&T sat down with Havas’ ANZ Chairman Anthony Freedman from his London office to discuss remote leadership, the power of pop culture, and all things Havas. In 2017, Havas was acquired by Vivendi, which also owns a range of other culture companies, including film and television production and distribution company StudioCanal. This investment in culture, […]
Despite its very exotic title, The Greek Islands With Julia Bradbury didn’t pull in too many holiday-pining viewers for the ABC last night. The travel show, hosted by famed British host Julia Bradbury, could only muster 311,000 OzTAM metro viewers and that’s despite its 8pm time slot. In what was arguably a quiet night of […]
In a first for The Australian Women’s Weekly Women of the Future Awards, sponsored by La Trobe Financial, all six finalists will share their stories with 10’s Sandra Sully on her podcast series Short Black. Each Tuesday from October 26, the 10 News First acclaimed journalist, presenter and women’s advocate sits down with these emerging […]
Australia’s largest independent media agency, Nunn Media, has been appointed by global children’s entertainment company Spin Master for its portfolio of brands in Australia, including Bakugan, PAW Patrol, Hatchimals, Kinetic Sand and Air Hogs. Following a competitive pitch, Nunn Media will manage integrated strategy, planning and buying across all media channels for Spin Master Australia’s more […]
The Monkeys has announced the arrival of creative directors Sam Dickson (right in main photo) and Cam Bell (left). Dickson and Bell join The Monkeys from Che Proximity, where for the past five years they progressed from a young creative team to creative directors, working on globally recognised and awarded work for brands including Carsales, […]
ARN has launched an innovative, industry-leading online planning tool that allows commercial partners to analyse and enhance their audio campaign delivery and messaging using ARN’s research-backed insights and consumer data. The ARN Audio Connections Planner is audio intelligence reimagined. Created in-house at ARN, it’s a complementary tool to existing metrics that enhances audio buys for […]
Further evidence that The Simpsons is the cultural icon of our times comes a riotous segment on British quiz show Tipping Point on Monday. The show’s host, Ben Shepherd, was left stunned when not one but two contestants managed to confuse Homer Simpson with the ancient Greek poet, Homer, who died around 750BC and wrote […]
The Works has snared award-winning creative Iggy Rodriguez (left in main photo) to help continue to expand and diversify the agency’s creative work. Appointed as creative partner and reporting directly to founder/creative partner Damian Pincus (right), Rodriguez will be focusing on the agency’s creative output, leading the creative department with creative director Nathan Bilton and […]
BBC Global News has announced the launch of a new consumer travel marketplace that enables its audiences to discover, plan and book flights, hotels and experiences. Initially launching in Australia and New Zealand, Discover Beyond draws on the editorial inspiration of BBC Travel, the global features site of BBC.com and powered by TRAVLR’s technology, to […]