If you ask anyone who has spent the last few months working from home what they have enjoyed about the experience, the answer is likely to be the lack of commuting.
For many, overcrowded trains and sitting in traffic has been replaced with the short journey from bed to the study.
Additionally, data shows that some 90 per cent of Australians now plan on taking up online video learning over the next few months, while video consumption between the hours of 12pm and 6pm has grown.
And while workers now have far more flexibility around their workday schedule, for marketers, it is indicative of a significant challenge – how can you meet your customers in the ‘new normal’.
In the latest episode of Rethink, a podcast by Think with Google, host Rachel Corbett explores what has replaced the traditional ‘commute’ and more broadly, how to reach a large audience when people aren’t in the places you expect to find them.
Corbett is joined by OMD Sydney’s managing director Laura Nice to discuss how COVID-19 has shifted audiences.
“We’re in this sort of hybrid moment where some people are still having that lie-in in the morning and listening to their podcasts as they’re running and enjoying that ‘me’ time. I think people have really cherished during that time,” Nice said.
“But some of us are actually back on the commute. So I think we’re going to start seeing a shift in how channels are then being consumed as we’re in that hybrid state.”
But with audiences as dispersed as they are in this ‘hybrid state’, Nice suggested the focus should instead be on ensuring the messaging is correct.
“When we’re working with clients, it’s almost reassessing what is your role in consumer’s lives during this time?” she said.
“And I think this has obviously caused a lot of brands to rethink. I think if you have strong purpose and brand value, then you’re already a step ahead in terms of how you communicate and getting the right messaging to those clients.”
Building brands… even in tough times
Also joining Corbett on this week’s episode of Rethink is Analytic Partners managing director Paul Sinkinson.
He revealed that brand campaigns are currently outperforming price and product advertising about 80 per cent of the time.
“There’s a real opportunity there from switching some of your channels around at the moment,” he said
“It’s a pretty considerable opportunity around brand.”
With Australia now officially in a recession, Sinkinson urged brands to not ‘go dark’ when it comes to advertising.
Past recessions show that just a little bit of brand building during these tough times can go a long way in the future.
Sinkinson revealed that 54 per cent of companies that kept advertising during the last recession managed to improve their ROIs, while 60 per cent of companies that increased their marketing budget did not reach a point of diminishing returns.
“The key thing for me is to fight to keep some of it, you can keep a small amount of budget, but have some brand building activity going on at a low way over time,” he said.
“It’s a real problem to cut purely if you’re not advertising, you’re not getting the sales driven by advertising, but it impacts your ROI as well.”
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]