VIOOH’s “Programmatic DOOH 2022 - State of the Nation” report has found in the last 18 months that Australian executives say nearly half (49%) of their campaigns have included programmatic DOOH and this is set to increase to 56% in the next 18 months, with nearly a quarter (23%) planning to double their investment. Forty-seven percent of Australian media professionals surveyed said they would like more information on cross-channel measurement and attribution in order to demonstrate programmatic DOOH’s impact within an omni-channel campaign. Additionally, 49% of executives in Australia believe that real-time audience data would also give programmatic DOOH campaigns more value and prompt an increase in investment.
20% of Australian consumers are going to buy cheaper and more practical gifts for their family and friends this Christmas, as cost of living pressures force them to be conservative in their spending habits, according to a survey by martech platform Sitecore. One in three high-income Australians plan to spend more this season. Overall, the trend is likely to swing to more practical presents for the majority of Christmas shoppers. The report also found Gen Zs are feeling the pinch, with one in three expect to use a BNPL (buy now pay later) service, cut back on subscriptions, regift or sell personal possessions to afford this festive season. Online commerce will continue to dominate with only 35% planning to shop in-store more than online. While online shopping continues to be prevalent for the travel category, in-person shopping remains strong in most categories, especially food & drink, beauty, and apparel.
Samsung Ads has revealed new data that finds advertisers who focus on linear-only audiences are missing out on almost one in five viewers. In its ‘Behind the Screens’ report, it found that Australian households with a Samsung Smart TV spent on average 67% of their viewing time in streaming environments, which is up 4% compared to H2 in 2021 and watched 1.4 billion hours of streaming in the last 12 months. Time spent in ad-supported video on demand (AVOD) is experiencing the fastest growth, and has seen viewing time now up to 51 minutes per day from June 2021 to June 2022.
Adobe's new study 'Trust: Make It Personal' has found 62% of Singaporeans want brands to understand them as a complete person and keep up with their current preferences and interests 65% of Singaporean consumers say they think negatively of brands that interact with them based on broad assumptions like age-based labels Millennial and Gen Z, compared to 57% in APAC. 70% of Singaporeans say brands can build trust with thoughtful, personalised gifts or offers, rather than through one-off gestures. 65% of Singaporeans think negatively of brands that interact with them based on broad or inaccurate assumptions.
APPOINTMENTS & WINS
Cary Huang has left Havas Media China. He was appointed as SVP and chief operating officer of Havas Media China in January, and exited in August. Read more here.