News dalla rete ITA

24 Novembre 2020



Christmas and summertime are as close as Australia comes to an advertising "season", but instead of rolling out the same old splashy campaigns, advertisers are grappling with how the pandemic has changed the ways people buy goods and consume media during the country's first recession in three decades. Despite a year of accelerated changes in shopping habits and media consumption, consumer psychologist and founder of advertising agency Thinkerbell Adam Ferrier says that people are desperate for a dash of "normal" in their Christmas advertising."More than ever, we know that consumers are resorting to trusted, bigger brands within each category, so it's also a pretty good opportunity for marketers to prove that they are trusted, bigger brand by signalling that through bigger advertising." Mr Ferrier says brands will be sensitive to not portray imagery of what Australians are missing from international travel to lavish gift giving, particularly for those affected financially by job cuts and pay reductions across 2020. "People want a sense of optimism and normality, it will be what good advertising often is: a very positive version of reality."Elizabeth Baker, Zenith's national head of investment, expects brands' creative and messaging for their Christmas marketing efforts to be "sensitive to the poorer financial circumstances that many Australians face with a greater emphasis on price-based advertisements from our retailers and supermarkets". "We could also see an increased focus on ethical products, and support of Australian products and produce within the creative executions — in keeping with brand and product preference trends that have developed and accelerated over this COVID year."Indeed, supermarket giant Coles has taken this approach, building on its new brand positioning "Value the Australian Way", which highlights the power of family, friendship and appreciating the little things, in its 2020 Christmas campaign created by ad agency DDB Australia.While Coles' 2019 Christmas campaign celebrated how Christmas hasn't changed through the years with shots from years gone by of families celebrating with food and gifts to modern day footage, this year's campaign emphasises family and connection and the role of food as a means of connection with no images of gifts.Standard Media Index data, which tracks agency media bookings suggests the ad market is set for a stronger final quarter of the year, with November bookings strengthening compared to early in the year.According to SMI Australian and New Zealand managing director Jan Ractliffe, SMI's forward booking data shows November is returning to pre-COVID levels, with television set to report another growth month in November compared with October while key categories of food, technology, gambling and household supplies are reporting higher year-on-year media investment.Zenith's Ms Baker expects e-commerce companies, online retailers, and electronic device makers to make a splashier marketing presence this year. She says with many people continuing to work from home into 2021, there will be a desire to invest in better home office equipment while also buying improved home entertainment facilities as leisure activities outside the home, like going to the cinema or out for dinner, remain largely off the table. (ICE SYDNEY)

Fonte notizia: Financial Review 16.11.2020