nzmecapabilities_presentation 16 feb
Post on 18-Feb-2017
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• NZME is New Zealand’s leading integrated
media company.
• 3.1 million New Zealanders listen, read and watch
NZME products every month*.
• NZME is audience-first, connecting our advertisers to their
customers in which ever way best engages them.
• Print, digital and radio are now complemented by
events, experiential and e-commerce channels –
plus new client services.
Source: Nielsen CMI Fused Q4 14 – Q3 15 Nov 2015
AUDIENCE
CONTENT
CAPABILITIES
BRANDS
We put our audiences
at the centre of
everything we do
– producing targeted
content and connecting
advertisers to their
customers.
We deliver the best
in news, sport and
entertainment every day
– across digital, radio
and print channels.
We offer the best
media solutions,
maximising
the impact of
advertisers’
messaging.
We grow our
audience and
provide targeted
solutions for
advertisers.
Source: Nielsen CMI Q2 14 to Q1 15 June Fused Database. AP10+. Based on unduplicated weekly reach of NZME newspapers, magazines, radio stations and monthly domestic unique audience for NZME Digital channels.
Source: TNS New Zealand Commercial National Survey 2 / 2015 station share (%), All 10+, Mon-Sun 12MN-12MN, unless specified.
What is NZME Radio?
• The number one news and sport stations in NZ*
• Nine major stations across New Zealand
• Home to iHeartRadio, NZME’s digital radio
platform with over 395,000 registered users
NZME RADIO PROVIDES:
• High engagement
• Reach
• Value
• Targeting
• High call to action
• Trust
• Flexibility
3. STRONG REACH 1. DISTINCT CREATIVE 2. PROLONGED CAMPAIGN
THE IDEA
Jack Links approached NZME to create and run a series of attention grabbing brand ads.
4. RESULT
Attention-grabbing
creative written and
recorded at NZME.
Strong voice talent
sourced from US.
40% INCREASE
Sales boost of 40% over
the same period the
previous year.
30 SECOND spots ran for
12 months
A free all-in-one digital radio and music streaming
service that connects users. Offers a huge variety of
content to match required moods or activities.
• 1,900 live stations
• 20 million songs
• 800,000 artists
• Plus 1000s of curated digital stations
• 425,325 registered iHeartRadio Users
IHEARTRADIO PROVIDES:
Content Marketing Platform
EVENTS
CUSTOM STATIONS
EXPERIENTIAL
Inventory
Banners, Pre-roll video, In Stream Spots
1. SPONSORSHIP 2. STRONG REACH
THE IDEA
iHeartRadio brought Ed Sheeran to NZ for an exclusive concert with tickets
available exclusively through 2degrees and to iHeartRadio listeners.
3. RESULTS
35,000 iHeartRadio entries
18,000 2degrees entries
2,000 Concert goers
6,500 Livestreams
3,000+ Tweets
2degrees sponsored the
concert series.
RADIO – 1.2M
DIGITAL – 36K
What is NZME Digital?
• Reaches 1.82 million Kiwis a month across digital channels
• Offers variety of opportunities – from standard display ads, to rich
media executions, video pre-rolls, takeovers, branded content and
digital banner production
• NZME have the digital audience to suit your brand
NZME DIGITAL PROVIDES:
• Flexibility
• Reach
• Targeting
• Value
• Creative shapes
Source: Nielsen Online Ratings October 2015 NZME Incl. AdHub
3. CUSTOM DELIVERY
2. EDITORIAL TIE-IN
THE IDEA
To prove the Sony a6000 could shoot like a DSLR whether it was in the hands of a professional or amateur.
It set up a promotion housed exclusively on nzherald.co.nz and resulted in the first time the nzherald.co.nz
had given a complete amateur the opportunity to provide photography for the newspaper.
4. RESULT 1. INNOVATIVE
CONCEPT
Conceived by
winners of the
Herald Advertising
Challenge
Live stream to
nzherald.co.nz
Wrap-ups in
The New Zealand
Herald
Digital banners
across nzherald.co.nz
pushed audiences to
enter the promotion
on the custom-built
microsite
240% increase in Sony’s
a6000 site
61% Share of category increased
from 35% to 61%
4x Golds at the 2015 Beacon Awards
3x Golds at the 2015 Axis
Awards
What is NZME Print?
• New Zealand’s iconic news title, The New Zealand Herald
• A comprehensive network of local and metropolitan newspapers
• Connects New Zealanders to the issues of the day
• Leads the national debate around news, sport and business
• Publishes specialist Newspaper Insert Magazine titles on fashion &
beauty, lifestyle, automotive, property and entertainment.
NZME PRINT PROVIDES:
• Creative spaces
• Branded content
• Advertorial
• Editorial partnerships
• Large reach
• Trusted information
4. RESULT 3. COMBINED MARKETING CAMPAIGN
2. DIGITAL EXTENSIONS
THE IDEA
Skoda’s main challenge was to drive awareness of the launch of the new FABIA model
into the NZ market in April 2015. It ran a campaign through Viva for the opportunity to
win a brand new FABIA and a styling session with Viva’s fashion editor.
1. BRANDED CONTENT
11,000 entrants
4,000 email opt-ins
Skoda sold more cars in two
months than in the whole of 2015
– including a Fabia purchased
on ShopViva
In-paper
competition to win a
$3000 SHOPPING SPEE
Viva-commissioned
fashion shoots.
3 print features.
Supporting
Viva/Skoda microsite.
False-cover of
Viva and front-page
Herald pointer.
Fabia listed for
sale on ShopViva
Comprehensive
NZME social
campaign Viva EDM
promotion Video
showcase
What is GrabOne?
• One of New Zealand’s leading e-commerce website, and top deals site
• 1.2 million daily emails
• Local and nationwide coverage via 13 regions
• ShopViva and ShopGreen e-shopping sites
GRABONE PROVIDES:
• Group email marketing
• Solus email marketing
• Event sponsorships
• Retail events
• Native advertising
• Facebook advertising –
181k likes
• Custom solutions
• Merchant database
THE IDEA
Freedom Furniture aligned with GrabOne to promote the annual end of season sale.
GrabOne was able to deliver multiple benefits to Freedom Furniture resulting in greater
foot traffic into the stores as well as giving them online transaction ability.
4. RESULT 3. EDM 2. SOCIAL MEDIA 1. PRINT
Over
$13K IN SALES
were generated through
the promotion.
Launch
email sent to over
489k PEOPLE
with a 22.9% open
rate, 3.9% average
CTR.
Launch post
reached
people.
Targeted print
ads had a reach
of over 14k people. 39,451
What is Digital Services?
• Provides full digital toolkit for businesses to find and keep customers
• A means to increase awareness, online visibility and
consumer confidence
• Full social strategy and implementation/management
on third-party sites
• All delivered through your NZME account manager
NZME DIGITAL
SERVICES PROVIDES:
• Website design
and build
• Search engine
optimisation (SEO)
• Search engine
marketing (SEM)
• Social media marketing
• Email marketing
• Display advertising
• Video
THE IDEA
Increase the engagement with the Mike Hosking Newstalk ZB Facebook page.
4. RESULT 2. PURELY SOCIAL 1. SMART CREATIVE
Mike Hosking’s
Facebook page went from
24k TO 114k followers in one week. The
post reached: 158M people.
Generated 35M clicks and
was shared 1.1M times
The post was purely
organic with no paid
media used to
generate engagement.
NZME posted a
series of cow images
underlined by satirical
explanations of various
economic systems
What is NZME Experiential?
• Helps consumers experience a brand
• Builds authentic and engaging campaigns
• Insightful strategy, extensive planning, and precise
execution and delivery.
NZME Experiential’s unique position in the market allows
for amplification of client campaigns with national and local
audiences through talent, media placement, brand experiences,
audience engagement and user generated content.
WHAT CAN
EXPERIENTIAL DO?
• Integrated campaigns
• Targeting
• Brand advocates
• Contests
• Street performances
• Product sampling
• Consumer events
• Digital out of home
THE IDEA
NZME took to the golf courses to talk to the real golfers and explain one on one
the benefits of the PGA Tour Live, as well as incentivising them with some free
giveaways and trials of the product. The activation was pushed by social, print,
digital and radio media.
4. RESULT 3. EDM 2. COMPETITION 1. THE ACTIVATION
Positive feedback
was received from all
participants with many
who turned up with
little to no interest in
the product leaving
with free trials or even
subscriptions.
903 entries to the onsite
competition
Radio Sport
eNewsletter
reached a
mailing list of
5,415 people
Social media
posts reached
27,361 people
What is NZME Events?
• A new division dedicated to producing world-class business, lifestyle
and live entertainment experiences.
• Promotes and supports events using NZ’s largest media network.
Offers real value to associated sponsors and brands.
WHAT CAN EVENTS DO?
• Strategic and
creative planning
• Design
• Production
• Event management
What is Branded Content?
• An international marketing phenomenon that uses the generating of
content to promote a brand
• Journalistic skill, radio talent and content expertise available to clients.
• NZME leads thinking and influences behavior like no other business
– at the leading-edge of content creation every day
• NZME will create content on behalf of clients for distribution on their
owb platforms as well as acting as content distributor
WHAT CAN BRANDED
CONTENT DO?
• Brand Insight and
Sponsored Stories
• Bespoke content
campaign
• Tactical sponsored
content
• Sponsored stories
• Brand Feature
• Content partnership
• Premium homepage
native
What is Ethnic Audiences?
• Provides clients and agencies a simple and easy way to
reach different cultures in NZ
• Creates and delivers custom, culturally appropriate campaigns
• Teams with agencies and direct clients to hone and translate
existing client campaigns.
• Launched with a focus on Asian media with Indian and Pacific to follow
WHAT CAN ETHNIC
AUDIENCES DO?
• Media booking across
Asian media and the
NZME network
• Culturally appropriate
creative campaigns
• Translation services
• A single point of billing
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