Author: Saffron Carter

Step outside the Walled Garden and into the Open Web

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What is a Walled Garden?
A closed ecosystem in which all the operations are controlled by a singular entity, the ecosystem operator itself!

In advertising speak, it’s a major tech company which controls both sides of the ad inventory selling process, the buying and selling side through its in-house technology. Examples of walled gardens are Facebook, Google and Amazon who have their own network of logged in users that can only be reached & tracked within their properties.

What is the Open Web?
Any online property which is not owned by a major tech company (all other websites & apps across the internet).

Majority of this ad inventory is accessed via programmatic RTB (real-time bidding) where there are numerous inventory re-sellers. This buying model is open and allows for holistic tracking and transferability of data. You can also apply a blanket frequency rule across a network of sites for effective ad exposure.

Online Spend Patterns
It has become apparent that Marketers are allocating more advertising spend on these ‘Walled Gardens’ and less towards the open web environment.

The ACCC’s latest Interim report details that Google and Facebook alone make up 80% of digital ad spend in Australia, up from 73% in the previous year. Not only are we noticing a shift in spend but also a misalignment between where users are spending time online versus where Advertisers are spending.

The 2020 survey from The Harris Poll, commissioned by OpenX, highlights “In the US for example, 66% of user’s time is on the open web – however those sites only receive approx. 40% of digital ad spend”. This stresses the need for Marketers to further explore their audience’s online behaviour before developing their media strategy.

Should I put my online spend towards Walled Gardens or Open Web?
Brands should be available & connect with users across their entire consumer journey, not just when they’re consuming media within a walled garden. Tying yourself up with a particular walled garden (e.g. Facebook) can result in a fragmented view of the consumer and limit reach.

At Paykel, we recommend investing in environments where your audience is most active and are in the best state of mind to process the advertising message. Under our belt, we have extensive statistical tools to help you understand consumer behaviour, reach, sites regularly visited and even time spent on site.

In-depth audience & media consumption analysis then brings to light which channels to put on the plan – this can be a combination of walled gardens and the open web.

How do I try out the Open Web?

Activate a test programmatic campaign
If you are currently running across social and want to test out the open web, run a ‘test’ programmatic campaign with Paykel which offers advanced targeting & data capturing options.

Run existing social assets across the open web
You’re thinking, I would love to try this out but I only have social assets on hand. Not to worry, Paykel works with specialised partners who can amplify your social assets from FB/Insta/Snapchat across the open web for extended reach.

Bring the open web to your social channel
If Social is where your audience is but you’re eager to taste the open web and what it can offer, stay where you are and bring the open web data to you. For example, Paykel works with data partners who can directly feed 3rd party data (from the open web) into your social platforms to target new customers.

In summary
Avoid putting all of your eggs in a walled garden and put advertising dollars where your audience is online. Tapping into the Open web through programmatic allows for the portability of data and offers unique targeting opportunities – contact Paykel Media to set up a test campaign for your Brand.


Digital Out-of-Home 2020

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Digital Out of Home 2020

With the pandemic restrictions easing around the country, we see Out-of-Home (OOH) advertising making a comeback.

The OOH industry is celebrating with a Spring into Out-of-Home campaign to celebrate the latest data results of increased traffic – returning to 89% of normal levels just in time for Christmas. Once again OOH has shown remarkable resilience and remains one of the strongest and most effective advertising mediums.

The progression of digitization is marching across all forms of media, including OOH. No longer do we just drive past static billboards on the side of the road.  Digital advertising panels (DOOH) are everywhere. We see them at our bus stops and train stations, in shopping centers, on the side of buildings, in lifts, bathrooms, on petrol pumps, at airports, in cafes and pubs and clubs.

DOOH enables scale of messaging, at frequency with creative flexibility.  Whether on the path-to-purchase in shopping centers, engaging gym members whilst they work out, tapping into convenience shopping at petrol stations or delivering the latest headlines we step into a lift, DOOH has evolved to deliver dynamic messaging experiences.

For example, messaging can be triggered and changed by events or weather.  BBQs Galore worked with QMS to build a campaign that worked across season changes, using dynamic digital signage and live weather feeds to display either a BBQ for warm weather or wood heaters if it was cold across sites within close proximity to stores.  As Father’s Day approached in spring, BBQs Galore changed messaging to a daily countdown a week out to engage consumers and remind consumers to pick up bbq items to gift Dad and make him a BBQ Legend.

DOOH connecting data and technology to insights

Providing clients with accurate targeting opportunities has been a key challenge for the outdoor space but DOOH measurement has evolved via data access to millions of consumers as they move and shop around their communities.  Targeting is now broken down into segments as per other digital media across demographic, psychographic and buyergraphic filters.  Advertisers can deliver contextually relevant content to specific target segments across a range of outdoor formats.

oOh!’s SmartReach planning tool, powered by Quantium, provides retail purchasing data mapped to location, providing the ability to know where the audience is and what they are buying.  Modibodi used a bespoke consumer segment and oOh!’s Smart Reach tool for their first integrated Out of Home campaign.  The data also enabled oOh! to index and rank shopping centres, enabling the selection of the three specific centres for Modibodi pop-up stores.

VMO has launched VMO Programmatic, allowing advertisers to target specific demographics in real time across VMO Shop, VMO On-the-Go and VMO Work.  Using audience insights via DART (Digital outdoor Audiences in Real Time) can deliver personalised content across 18 different demographic profiles.  For example, a cosmetic brand targeting M18-24 with a deodorant and W25-39 with a face cream can serve both messages when the majority of the relevant target is present.

DOOH and partner channels

Digital advancement in the OOH space enables advertisers to leverage the scale of DOOH and partner it with other channels like social to drive elevated brand recognition and engagement.

For example, for the release of Despicable Me 3, Universal Pictures partnered with Ch 7 Sunrise and QMS to push a promotion to find Australia’s “most despicable” creation using the QMS digital network in Melbourne via an integrated social media feed.

#MYDESPICABLECREATION and a $20,000 cash prize saw the top 10 most creative entries, from Minion cakes to Minion cushion covers on display at scale on iconic billboard sites across the city each day.  The campaign also ran across Universal Pictures and Sunrise’s social assets and was promoted on Instagram by a range of influencers.

DOOH and social worked together to deliver a fun cross platform campaign that achieved both scale and engagement.

How is DOOH adapting to the influences of COVID-19? 

Covid-19 has impacted our daily lives and our journey corridors have morphed over the last few months as people adapt their routines for both working and personal travel.  Australians are staying in or keeping close to home, driving more frequently in their immediate communities.  They are hopping onto their bikes and walking different routes than previously taken and are thus exposed to a wider range of DOOH messaging in their suburban areas more frequently.

As JCDecaux highlight in their Shift Happens presentation:  “Consumer behaviours and expectations are shifting too, from ecommerce and automation to demanding companies adopt a more agile approach to delivering products and services…DOOH is reconnecting us to product and brand narratives, enabling brands to maintain relevance in the shifting cultural landscape.”

Advertisers who recognize that DOOH advancements now offer the opportunity to build integrated campaigns seamlessly will benefit from implementing campaigns across more localized inventory, especially in the immediate the short term.  In the lead into Christmas 2020 DOOH and online are the “new shopfront windows”.  As our lives continue to adapt to the ongoing impacts of COVID-19, the DOOH space offers flexibility of creative, delivery of personalized messaging (that isn’t ad-blocked), with frequency and at targeted scale.


Outdoor Media Association Australia, QMS case studies: Minions Take over Melbourne and Its BBQ Time with BBQs Galore, oOh! Media case Studies:  ModiBodi, JCDECAUX Shift Happens 06.08.20.


Have you been thinking about advertising on radio?


With ever increasing audiences, now is a good time for testing the radio channel

COVID has had both positive and negative impacts across all media channels.  OOHof course has taken a beating.  Understandably, as isolating, WFH and cluster breakouts make it difficult for advertisers to benefit from the consistent reach and frequency delivered at scale that OOH would normally drive for a campaign.

Radio on the other hand, has gained listeners across all 5 metro markets. There’s been much debate as to whether the increased listenership seen at the beginning of the pandemic would continue.  The most recent gfk pulse survey comparing Survey 2 (Feb 9 – April 9 to May-June) suggests that consumers are indeed maintaining their new listenership patterns.  Listening in and around the home has increased across all key age demographics:

  • 4,456,000 listeners under 40 are tuning into commercial radio in the home, up 1,793,000 (+65.1%)
  • A notable jump has been in the number of 40+ listeners, increasing 34.9% to 4,840,000 listeners. The 25-54 audience increased by 46.4% or 1,318,000 to a total of 4,161,000 listeners.

Of course what’s made listenership at home even more accessible are smart speakers, elevating the experience of listening in the home.  And recently there have been new developments in dynamic audio that mean multiple messaging can be produced cost efficiently and delivered in the right place, at the right time, in context driving greater brand relevance.

And relevance is what consumers are actively saying they want from brands.  And they want personalisation, not just in their experience of a brand, but also in that brand’s messaging to them.

This week survey 6 released (covering the period July 26-September 19) and results indicate that Time Spent Listening (TSL) has increased again. Australians are listening to an hour more of radio per week. AM listenership has increased, particularly in Sydney and Melbourne across news and talk and skews to older audiences.

Listening in the home continues to remain the primary location, particularly so of course in Melbourne currently. However there are indicators of a return to pre-COVID listening locations as people return to commuting to work.

ARN recently launched Dynamic Audio, which allows for dynamically targeted advertising across AM, FM and DAB+ radio in real time, a world first on broadcast radio.

What is dynamically targeted advertising?

Dynamic targeting delivers messaging in real time.  As we are all aware from our own day to day ad exposure, receiving a relevant, and critically, timely message in context can increase our consideration of a product/service and prompt swift action.

Dynamic Audio takes up to 10 data variables (eg: time/day/daypart, weather, location, your advertiser data via API) and creates pre-recorded scripts based on the listener’s unique identifiers.  The message is then delivered in real time across AM/FM/DAB+ and Digital streams whilst listeners are engaged in relevant activities. This is tapping into situational relevance.

Research conducted by Neuro-Insight to see what effect situational relevance had on lifting engagement and recall from radio advertising concluded that messaging “that directly relates to task or activities that listeners are participating in builds on these editorial effects and turbocharges them”. 

The study showed that engagement with ads relevant to activities rose by 23%, while memory encoding increased by 22%.

Coles Express recently partnered with ARN Dynamic audio in running the first broadcast dynamic audio campaign.  1 script and 1 voice session produced 3,875 30 second variations of a Coles Express commercial at a cost of $5,000 trafficked by one key number – a fraction of the cost and time of manually produced creative.

Radio is a medium which works particularly well for top-of-funnel communications and awareness-building campaigns. Now more than ever radio networks reach mass audiences via music, personalities and local content which garner and hold loyalty.  Reaching your target contextually through audio with personalised messaging at scale is an exciting next step for radio.

Link your radio campaigns driving personalised messaging at scale and your social platforms delivering one-on-one interaction and engagement and you have a powerful combination of reach, frequency and engagement.

Get in touch with Paykel’s channel planners to learn more.

Sources: CRA reports growth in radio audiences, Mumbrella, June 23 2020, Nova Home Truths Survey 6 edition, ARN Dynamic Audio, CMO: ARN partners with Coles Express, August 19 2020, Radiocentre, Hear and Now report, May 2019, CRA reports growth in radio audiences, Mumbrella, June 23 2020

Integrate your creative for each digital platform

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Paykel understands that creative plays a significant role in digital campaign effectiveness and is just as important as a robust media plan.

Customisation drives performance 

In this digital age, creative must be custom built for each platform as this customisation outperforms non-integrated campaign messaging by 1.67x!

Don’t re-purpose your TVC

The ‘one-size-fits-all’ approach to creative production is now obsolete. Stay clear of re-purposing your TVC across all digital platforms as you could be hindering the true performance of your campaign as they often bring in lower engagement rates.


ONE. Understand how your target audience use the platform

Why does your audience use this particular platform? This will assist in developing content to align with the look and feel of the environment. 

E.g. Instagram is a media sharing network where users share photos and other videos. Therefore, there is a need for ads to be aesthetically pleasing in this environment.

To create a memorable brand experience, understand the platform features and how to best integrate them into your advertising.

E.g. For enhanced interactivity on Instagram, use polling stickers to make stories feel more native as these consumers often use this feature with friends & family.

E.g. Snapchat has a ‘swipe up’ function which drives users to the brands landing page by them swiping up on the ad. Improve swipe up success by implementing a voice over to further encourage swipe up through the use of sound.

Which device(s) are used by your audience to access the platform? This will inform creative build, specifically in relation to creative ad size.  

E.g. If your audience predominately use mobile online, it’s important for your ads to work without sound on, therefore focus on text overlays and subtitles. Some platforms such as Snapchat are mobile only, thus require a vertical format to take up the entire screen – this also humanizes the brand!

TWO. Be across platform specs when designing creative

It’s also important to understand that different platforms have unique creative specifications to ensure the ad renders correctly on site.

Don’t forget to keep your branding consistent

Creative is recommended to be customised however please note that branding is encouraged to remain consistent across all platforms to avoid brand fragmentation.This can be achieved by using one overall message/theme and key branding cues across all platforms.

What if I have a limited production budget?

You might be thinking, this is great but it sounds expensive! If budget is tight, consider making remedial changes to existing creatives rather than building creative from scratch. Paykel works with a number of preferred partners to create effective messaging, cost efficiently.

Adding text/captions to allow for sound off can increase ad performance by 8-10% on mobile at a low cost. The beauty of this approach is that you’re working from a single file source and tweaking where necessary.

In summary

At Paykel, we understand the importance of advertising that delivers a desired outcome. We are happy to assist new and existing clients to ensure creative is developed for the platform in which it will be placed, that it is engaging, memorable and prompts action.

If you currently develop your creative in-house and are just looking for independent advice or unsure if your media is delivering your business the best outcomes please get in touch.


The advantages of programmatic advertising

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What is programmatic? 

Programmatic advertising is the automated buying and selling of digital media driven by advanced technology.

This innovative way of buying enables you to reach bespoke audiences, effectively track where an ad is shown, what level of engagement it receives and gather data insights to improve campaign performance.

Why is Paykel excited by Programmatic?

It delivers clients increased control & real-time measurement. It’s the perfect medium to test a combination of campaign elements (audiences, creatives, locations, times etc.) and make adjustments in real-time based on actual performance. The accessibility of data enables you to modify your campaign and optimise it towards the best performing aspects, this ultimately drives better campaign outcomes.

Greater targeting capabilities

Programmatic goes beyond basic demo targeting by reaching consumers based on their online browsing behaviour. You’re also able to use the medium to boost foot traffic in your brick & mortar stores by overlaying granular geo-targeting to reach users who are in close proximity to specific store locations.

Utilising browsing behaviour allows you to custom build audiences through specific search terms and websites visited, perfect to target those ‘hard to reach’ consumers.

For example, to target ‘foodies’, Programmatic allows you to reach those who have searched up ‘restaurant’ related terms and have landed on ‘food review’ websites or apps.

Programmatic also allows you to create an audience pool based on website visitation. Therefore, there is an opportunity to re-target your website users and serve tailored creative to this audience to drive them back to your website to make a purchase.

Its rifle targeting, not shotgun

Programmatic enables clients to move away from the “spray and pray” approach and play an active role in the “consumer journey” with Programmatic. Its low costs provide enormous benefit for small businesses with limited marketing budgets.

Paykel can run a campaign for any clients interested in testing this cost effective, targeted medium.

The world of print


In their 2019-2023 industry sector forecast, PWC saw a period of stabilisation for print magazines, with the September 2018 surveys indicating that the mass women’s magazines still had loyal following and the reach of the free-to-consumer weeklies of Coles Magazine and Woolworths Fresh magazine continued to be powerful, delivering increased growth 10+% over 2018.

Fast forward to March 2020 magazine print readership survey and as the eye runs down the % change column YOY March 19/March 20 there are some clear standouts:

  • AGT up 29.1%
  • BH&G up 17.1%
  • Elle up 39%
  • Freshwater Fishing up 63%
  • Harpers Bazaar up 33.1%
  • Marie Claire up 16.3%
  • Men’s Fitness up 14.4%
  • Superfood ideas up 30.8%
  • Vogue Living up 56.6%
  • And the first survey for the year old Bunnings Magazine sees a readership of 1,170,000.

Food, fashion, fitness, fishing and fiddling around at home the clear category winners. 


Jump to July 2020 and after living through COVID for several months we have seen dramatic changes to people’s home, working, social and media consumption routines.  Popping into the newsagents/supermarket and picking up the favourite glossy has been hampered by fiscal and social restrictions. The next readership survey June 2020 will be interesting reading to review the impact of these changes in consumer patterns, and in particular the cross-platform 3 months April- June audience surveys.

We have all seen how hard the print sector has been hit by closures, with the most recent being at Bauer.  Printing beautiful glossy magazines is expensive. And many suburban and regional Australians are mourning the loss of their letterbox drop/local newsagency pick up community newspaper. But there is good news recently from NewsCorp with The Wentworth Courier, Mosman Daily and North Shore Times returning to print in late July, with favourite writers, regular features and weekly cover stories across the pillars of business, art, entertainment and politics.


Print extends to digital for growth

Overall, the print sector’s ongoing diversification of their platforms and the thrust to capitalise on digital growth continues to accelerate.  The digital versions enable us to do much more creatively and with wider scope. Many of the niche titles are performing extremely well and at Paykel Media, our targeting capabilities help our clients to determine the best fit for both brand and consumer.

In looking to reach young adult women for example, taking out a sponsorship with a title on one of their site sections via display banners is a start, but incorporating native articles, utilising magazine titles’ influencers, accessing product review opportunities and generating star ratings, amplifying all assets across not just the title’s social but also your own and tying your valuable production collateral back to your brand’s website and on product packaging not only delivers content at scale and in context, but makes meaningful connections along all points of the consumer journey.

Paykel Media push our print partners to focus on consumer-centric strategies cross-platform, working together to identify those connection points that will drive the consumer-brand relationship deeper and each ad dollar further. Print is an ever-expanding, richly diverse and engaging communication medium.  We invite you to give us a call to find out how you can best use this channel in your communication strategies.

Click…click…click…How much is that? Is it Australian made?


Historically regarded as a nation reluctant to let go of its bricks-and-mortar shopping experience, COVID-19 has changed the way we live and shop. As identified in the recent McKinsey Consumer Pulse report Australians have caught up with the rest of the Asia-Pacific region shifting to a greater digital focused lifestyle across all areas –social, business, shopping and health.

Two significant areas of increased digital behaviour where Australians are using them for the first time:

– Videoconferencing -6% Australians using for the first time

– Telemedicine -11% of Australians using for the first time

And whilst the Australian level of online commerce is behind that of the US or Europe, “the gap is closing fast”, says McKinsey. Online shopping satisfaction levels continue to rise, with 60% of surveyed grocery shoppers saying they have been “very satisfied” with the experience.

(Source: McKinsey & Co COVID-19 Australia Consumer Pulse Survey 5 2020)

What trends are emerging now?

According to Kantar’s Barometer of April 23-28:

Two-thirds of Australians are focusing a lot more attention on pricing and provenance. The November -January bushfires crisis highlighted how important supporting local business was to Australians (think BuyFromTheBush), and out of that an increased awareness of local sustainability. COVID-19 has further deepened Australian’s localism depth of feeling:

– “67% of Aussies now favour buying locally-produced goods and services with 43% paying more attention to product origin–a 7% increase in sentiment from the end of March.Provenance is even more important to households with children with half (49%) now focussed on purchasing products of home grown origin.”

– “One-third (36%) of Aussies are wanting brands to consider domestic production capabilities, while a quarter are worried about the safety risk from products shipped from abroad, which again reinforces the valueof provenance.”

– News Corps June 1 2020 COVID Files also supports the focus on local with 84% of Australians saying they prefer to shop and buy from local retailers, and 83% are happy to pay more for Australian products

Timely then, is the new promotional initiative from Australian Made, with a new tagline: It’s never been more important to buy Australian than right now”

Roy Morgan research identifies:

– 84% associate the Australian Made logo with supporting local jobs and employment

– 50+% associate the logo with products that are of high quality and produced using ethical labour

With increased consumer awareness of Australia’s reliance of overseas manufacturing, the campaign seeks to impact the purchasing decisions of all Australians and is running across broadcast channels -TV, radio, out-of-home, print, online and social media.

Considerations: Australian brands stepping back into market now and looking to benefit from the increased ecommerce marketplace need to focus on delivering an online customer experience that is simple, fluid, with Made In Australia messaging prominent


Doing the dairy

An example of a brand focusing on its Australian heritage and dialing up the Australian Made story is Dairy Farmers. 100% Australian owned by Australian dairy farmers for 107 years, in November 2019,China’s Mengniu Dairy purchased Dairy Farmers’ parent company Lion Dairy & Drinks from Kirin. In a new campaign running across Facebook, Instagram, OOH and digital, “Here’s To Good” features three families from NSW and QLD telling their history of generational heritage in the business.


Also focusing on Australian business, Instagram has launched a new website that features local trends, case studies and statistics called House of Instagram. The site aims to connect local business owners and leaders across creative and advertising industries to the latest Instagram resources. Featured on the site are ways Australians are using Instagram to support local businesses, guides for brand building, tips for using Stories and success stories

Considerations: with significantly increased levels of social media consumption seen across multiple demographics, social platforms offer cost efficient opportunities for brands looking to reconnect with their customer base and drive post-lockdown awareness and engagement messaging.

Paykel Media’s client service and digital teams are across current market shifts and look forward to working with you to navigate the next steps through the changing COVID marketplace.

Stay in touch with us

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Using Social Media as a News Source

Social Media News Source

There has never been a bigger demand for instantaneous and constant content

With smartphone users increasing to 3.6 billion worldwide, there has never been a bigger demand for instantaneous and constant content. We are constantly switched on and connected; information is now literally at our fingertips, and Social media plays a crucial part. It is the channel that delivers information straight into our hot little hands.

While social media may be seen as a place where you connect with friends and family, or full of memes, it is actually a hotbed of news, debates, and important information. Globally, 6 in 10 internet users say their most important reason for using the internet is keeping up with the news and current events. These people are also more likely to check their social media frequently to remain informed and current. A global survey company, Global Web Index, has categorised these people as “News Networkers,” 55% of internet users are in this category. These are individuals who use social media to keep up with the news and follow journalists, news networks, and media organisations. News Networkers are a large group of mainly younger individuals, with just under half considered millennials (those born 1981 – 1996). They believe it is important to be well informed about things and think it is crucial to stay in touch with what’s going on in the world.

Australia has followed the trends

Gen Z and millennials are both more inclined to get their news from social media.

– Australians aged 18 – 24 years old are 66% more likely to access the news via social media

– Australians aged 25 – 34 years old are 241% more likely to receive news via Facebook and 552% more likely to receive news via Instagram

With smartphone ownership growing news networks have adapted to stay in the forefront and continue to provide people with information where they need it. People no longer need a printed newspaper delivered to their door when they have the live story being updated on their newsfeed. While not everyone is accessing their news via social media, as websites and news apps also hold their place for older News Networkers, social media still holds the lead as the dominant method for news interaction, with four in ten internet users say the main reason they use social media is to keep up with the news and current events and 30% of internet users follow a news or media organisation on social media.  Facebook and Twitter are the key platforms users are checking for their news.

The way we consume the news is changing, however the credibility of that news is not

Fake news has become a phrase we hear all too often and frequently puts a negative view on news stories. Social media accelerates this, allowing for opinion sharing both positive and negative.

It is important to make sure the news networks are globally recognised, non-biased and cite their sources.

– BBC is the most trusted news network worldwide. It is viewed as trustworthy across all age groups and 4 of the 5 world regions. CNN takes the spot right behind the BCC.

Social media is also trying to combat fake news by recently integrating the fact-checking, run by third-party fact-checkers who are certified through the non-partisan International Fact-Checking Network. These fact-checkers work in real time checking any news that has been flagged or they themselves find. They then review the content, double check facts, and rate the accuracy. News that is deemed false will either be removed or come with a warning depending on the accuracy rating. Repeat perpetrators will have their access removed or restrictions put in place.

Now more than ever it is imperative to stay up-to-date

Smartphones and social media are helping us to stay connected and giving us the ability to switch on and the younger generations are taking full advantage. There are volumes of information at our fingertips, however, not all of that information is correct. It is up to us to follow credible news networks and fact check information that may not seem right. Social media is a powerful tool which we should embrace but also use meaningfully. News Networks get us the information, social media delivers that information, and we consume it; so the key message is:  consume consciously.

To stay up-to-date on social media trends, call one of our social media team at Paykel Media.

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Roy Morgan March 2020 Survey Data

Are “Facebook Shops” the next frontier for eCommerce?

Facebook Shop

Are “Facebook Shops” the next frontier for eCommerce?

In May, Mark Zuckerburg revealed the latest Facebook innovation Facebook Shops to the world with exquisite timing, and it’s making a lot of sense.

Over its life time Facebook has been re-shaped and moulded countless times from a humble space for American-college kids to create online profiles to chat and meet, to setting the gold standard for content curation and e-Commerce.

Facebook has worn a lot of hats during its time, and along the way has accumulated an impressive portfolio of industry-leading platforms, all in an effort to give consumers and businesses everything they need to navigate the ever-moving online world. And now, Facebook has finally bundled all of their e-Commerce assets for both consumers and businesses to create a seamless, responsive, end-to-end shopping experience within the very apps we’ve been hooked on for the last decade.

But shopping on Facebook isn’t new… or is it?

It is not. Businesses have been able to set up a store front on Facebook, Instagram (and even Facebook Messenger) for years with the help of various third-party eCommerce platforms and the already-established Marketplace section, however, Facebook Shops is the promise of complete integration across all Facebook-owned assets which is a boon for both sellers and buyers (and even advertisers!).

Let’s think about it…

Facebook and Instagram might be the absolute best way for us to follow our favourite brands and businesses online. These platforms are unmatched when it comes to providing updates on promotions, events, new products, beautiful imagery… the list goes on. And we have the apps installed on our phones, our shipping and payment details are conveniently and safely stored.

Using Facebook’s powerful algorithms, a local business can deliver ads to local customers and provide a frictionless buying experience without requiring the customer to painfully switch between apps, or shift between devices. This is called a great user experience – it’s what keeps us going back.

Interesting… And it’s good for advertisers too?

That’s right! Imagine a world where you can merge advertising success metrics from all your social channels with POS data, stock levels, ROI, etc., and then combine it all with real-time customer data from actual people? This is where it starts to get really cool.

For advertisers the Holy Grail is being able to close the loop. Tying ad spend to sales figures, enabling more informed advertising decisions and exponentially grow business. Research into the history of online advertising will reveal how many times we’ve tried and failed, and how we remain stuck in a world of antiquated success metrics which aren’t telling us real the story of our customers.

So have we found it? The Holy Grail?

I’m not saying we’ve found it, but we’re certainly close.  The cumbersome and frustrating experiences we find with online shopping (and everything else, for that matter) could become a thing of the past, managed by the impervious robots, giving us the time and freedom to do the things we love. The ecommerce landscape is continually changing and intentional or not, Facebook have launched a much needed service at a time when it matters most. Businesses, both small and large, are constantly being told they need to evolve and adapt and follow their customers across uncharted land, and as always, Facebook are making huge strides to get us there.

Contact us at Paykel for more information.

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How long does it take to form a habit?


We have been resilient and adaptive in our COVID lives, changing our behaviours and forming new habits.  But how long does it take to form a habit? And will new habits stick?

Psychology has moved on from the old 1960’s adage that “it takes 21 days to form a habit”.  It’s too short a time period for the neuropathways to form the habit-friendly patterns in your brain for new behaviour.  It’s now understood, it takes at least 2 months or about 66 days, on average to form a habit.

Australians are now 60+ days into living life with new parameters established around COVID-19. As government moves to open up social and economic restrictions, what can we glean from ongoing research as to shifts in behaviours and habits?  And which newly formed habits will stick?

Increase in ecommerce

  • – Trend toward ecommerce has increased and expanded into new categories and acquired new users.
  • – One in 5 who ordered their last grocery purchase online did so for the first time. Will this newly formed habit continue? If so will consumers return to their favoured brands as they shop via mouse-click?  Or will their online lists start in the Specials section as reduced HH incomes from the fallout from COVID continue to bite

Considerations: FMCG brands strategies and messaging will require a shift in focus to adapt to the re-balancing of baskets, and now is the time to do so as media consumption is increased across multiple channels, the market remains quiet, inventory is available and cost efficient.

Online versus bricks-and-mortar

  • – Across numerous categories online sales are now out-performing bricks-and-mortar sales
  • – Online shopping order volume has increased 49% according to Rakuten Advertising’s affiliate network year-to-date data, with a 28% month-on-month increase from February to March and a further 29% month-on-month increase from March to April (source: Adnews/Rakuten Advertising April survey).

Considerations: As reported in Kantar’s COVID Wave 4 Barometer, after restrictions are lifted, 32% of Australian’s feel they will “continue to buy from certain online stores I started to visit during the crisis”.  This increased habit of online shopping places an even greater importance on brands to understand their customer online brand experience and when and where to communicate off and online with customers to retain / gain their virtual shopping loyalty.

Muuuuuum?  What time’s dinner coming?

  • Our dinner time habit has shifted. The food order spike has moved 43 minutes from 7.06pm to 6.23pm.  Australians are wrapping up their WFH day earlier and settling in with family / housemates / partners, possibly in front of the TV, given the co-viewing increases previously reported.
  • ThinkTV’s tracking of week 19 reports that News time slots continue to see increased viewership with 6pm bulletins up 31% and the 5pm slot up 28%, fitting in with the new dinner time nicely.
  • Re-evaluation of priorities is high in the minds of Australians as they contemplate a post-COVID life: “living a more meaningful life”. Of those surveyed by NewsCorp 55% said they most wanted ‘to see a change in priorities and values, including a greater focus on local, a return to family values, valuing the little things, a greater focus on family life, and getting ‘off the treadmill’.

Considerations: As we move forward in re-establishing social and economic norms what products and services will continue to resonate with Australian’s seeking a “more meaningful life”? In looking to reactivate marketing budgets, revisions to channel strategies and messaging need to be undertaken now to meet changing consumer focus both off and online.

We don’t like to wait

  • – With our salons, beauticians and gyms closed, YouTube has become the Wiki of DIY. Since mid-March, YouTube data has seen a 600% increase in views of “with me” and a 700% increase in “at home”.
  • – Videos with titles that contain the words “haircut,” “home,” or “how to” have seen over 56 million views, and “self-care” and home workout videos have increased 515%.
  • – On Pinterest there was also a 441% increase in searches for “temporary hair dye” globally, between March 9 and March 22 (Source: YPulse, USA Today, Glossy)
  • – Google Trends reports the Australian searches for “fitness” has risen by 450% over the last 30 days.

Considerations:  Half of all Australian shoppers are concerned about having enough money for their weekly shop and personal income is now a concern for 30 % of shoppers.  (Source Shopper Media Consumer Sentiment Study 11,390 Australians nationally April 24-27 April)

It is possible that consumers will hold onto this new habits of self-maintenance tutorials and at home fitness workouts post-COVID to save on what might now be seen as non-essential spending

What about our media habits?

A clear example of revised and new media habit has emerged in our radio/audio listenership.

Our change in routine and WFH has driven an increase in listenership of radio, both broadcast and streaming and podcasts, with 65% of Australians listening to as much or more radio

  • – Time spent listening is up 4 hrs per week, with people tuning in on average 1hr and 46 mins longer pw in lockdown versus the weeks prior.
  • – Australians are getting up a little later and switching off a little earlier – resulting in increased listenership across morning and afternoon sessions (source: NOVA Home Truths”, online quant survey April 2020 sample 1,000 Australians 18+).
  • – And we are loving podcasts as evidenced in the top 100 podcasts downloaded in April reaching a new average weekly high of 5.5 million, according to Australian Podcast Ranker, which is up 14% on the previous result.
  • – The All-Australian Top 100 list reached 9 million average weekly downloads, up 10%. The April ranker included shows from the American podcast network Wondery, NBC News and independent Australian publisher Wavelength Creative for the first time.
  • – Our habit of enjoying our relationship with our favourite radio personalities continues with Australian radio show catch-up podcasts accounting for 11 of the ranker’s top 20 most downloaded and listened to podcasts in the All-Australian list (source AdNews Australian Podcast Ranker for April 2020 – Downloads hit new high)

Considerations: Podcasts deliver a lean-in engaged consumer experience with high listening retention.  An average of 80% of podcasts listened to are listened the whole way through.  Brand messaging is delivered in an uncluttered environment which explains why Podcasts also drive action with 61% of podcasters taking action after hearing a podcast commercial message and 76% explored looking for more information online either via branded website or search engine (source: Podcast Intelligence Report : NOVA/Acast/ Ipsos Sample 1,300)

Advertisers should re-assess comms strategies now

With social distancing looking set to remain a norm for the foreseeable future, the current shifts seen in media habits are likely to stick across some channels.  These changes in media consumption should prompt advertisers to re-assess communication strategies now.


  • – Solo channels previously relied upon may now need to be boosted with partner channels to maximise reach, particularly important if a hiatus in advertising has occurred over the COVID period and brands need to work harder to gain back SOV loss
  • – Channel combinations that will drive incremental reach should be explored Eg Linear TV and BVOD, and cross platform opportunities that drive synergy and response Eg social media and OOH, TV, Search and Social. Kantar Australia Cross Media Effectiveness Studies research highlights media synergy contributes more than 50 per cent of overall brand impact and campaigns get 57% better results when integrated and customised across platforms.

It’s been a tough time for many, and we know challenges lie ahead.  Paykel Media will continue to monitor our marketplace and our consumers to keep you informed. Contact us for more information.

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Source: NewsCorp Australia’s May The COVID Files