BigDatr unveils insights into marketing strategies for major industries

Advertising data enterprise BigDatr has unveiled the findings of its analysis into the marketing strategies of several major industries during the Christmas season.

In addition to offering a broader perspective on the business landscape, BigDatr’s examination covered three industries – alcohol, airline and communication – and some of their big players.

According to the research, brands were more perceptive of consumers this year, choosing to kickstart their advertising campaigns early.

“Black Friday campaigns went live a month before the event, with creatives released in October by ZipMoney, Samsung and NordVPN,” the report reads.

“While brands like MYER and Michael Hill, are going back to the principles of marketing to evoke emotion and connection through gift-giving.”

BigDatr’s findings also showed that publishers saw “a surge in investments from brands advertising for the holiday season”, citing out-of-home (OOH) advertising pioneer JCDecaux, Channel 9 and Channel 10 as key figures in the space.

Using last year’s increase in advertising spend for the alcohol industry (81% between October and November) as a launching point, BigDatr highlighted two campaign strategies from Heineken and James Squire that emphasise the social nature of drinking.

For the airline industry, BigDatr’s research uncovered “an impressive [year-over-year] YoY growth for October 2022 and 2023, which stands at 45.5%”. With COVID-19’s role in restricting travel lessening, the findings surmised airline brand Virigin Australia increased its media investment “since the start of FY24”.

The research states, “In October, the brand’s estimated spend reached above $3 million, while neither Qantas or Jetstar surpassed the $2 million mark.”

“This indicates a robust recovery strategy and a strong push to capture market share. A timely period to potentially reshape customer perceptions and preferences as domestic and international travel recover,” it reads,

The communications industry’s speed at responding to current events, and creating culturally relevant campaigns, earned it a spot on BigDatr’s radar.

“On the same day as the Optus outage, a static JCDecaux billboard is seen in Western Australia with a very simple and timely message, ‘Secured by Telstra’,” the research shared, referencing telco Optus’ chaotic outage that saw its chief executive officer step down following a grilling in the Senate.

“Not only does it emphasise the reliability of the brand and OOH advertising, but most importantly how fast their marketing team reacted to their top competitor.”

As for tapping into the cultural mores of Australians, Telstra hit the mark.

“Telstra’s 2023 Christmas ad hits the right spot with Aussies. The campaign’s narrative is set in the outback and features the opportunity to call Santa for free at a Telstra telephone booth.

“This attention to specific cultural ethos and inclusion of regional Australia resonates well with local audiences better than the typical snow-filled Christmas narratives.”

All in all, BidDatr determined that it is crucial for companies to choose the avenue that will help them “reach … [their] target market and gain the best return on investment.”

“…on Bigdatr, Media Value Trend Analysis saw advertising investments from offline channels potentially being reallocated to online channels, driven by increased Digital Display, Social and Search advertising over offline channels like Free-to-air TV and OOH,” the research revealed.

“There is a clear trend of shifting from traditional advertising methods to more innovative and customer-focused strategies.

“Bigdatr’s key takeaway is the importance of brand agility and adaptability in creative themes and investment strategies to stay relevant and competitive with each dollar spent on advertising.”


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