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NEWS TVC AND RETAIL OOH COMBO ‘BOOSTS AD IMPACT’ New research from Shopper Media suggests that using retail out-of-home (OOH) activation in conjunction with television advertising will deliver “greater efficiencies” for brand and product campaigns. According to Shopper Media Head of Revenue Jamie Hollebone, the findings from the organisation’s latest ‘Media Multiplier Effect’ Shopper Study indicate that a combination spend on TVC and retail OOH will boost memory retrieval and create more powerful touch points throughout the consumer journey. This is “compounded further” with the addition of contextual and relevant creative. “Our Shopper Study found that 32 per cent of Australian shoppers \\\\\\\\\\\\\\\[interviewed\\\\\\\\\\\\\\\] often notice advertising in shopping centres for brands and products that they recall seeing on TV,” he said. “Supporting research suggests that using creative associations related to an ‘iconic moment’ from a TVC in retail OOH can increase long-term memory by 42 per cent; and integrated and customised campaigns are 57 per cent more effective overall than non-integrated campaigns.” Media buyers, says Mr Hollebone, have been investing heavily in TVC during the COVID-19 period. “Research confirms that TV primes an audience, introducing them to a new campaign concept and sparks the consumer’s interest in the brand,” he said. “Retail OOH reinforces brand messaging and within proximity to purchase it serves as a ‘replay button’ as the shopper approaches the store, directly prompting consideration.” AUSSIES STRUGGLE TO MAKE ENDS MEET New research has indicated that 12 million Australians are concerned about the impact of COVID-19 on their financial wellbeing. According to the Consumer Policy Research Centre (CPRC) report, ‘Consumers and COVID-19: From crisis to recovery’, one in five respondents reveal concerns about their ability to pay for essential expenses. Consumers have been most concerned (somewhat/very concerned) about their ability to pay rent (37 per cent), mortgages (27 per cent), energy bills (27 per cent), insurance (25 per cent), credit/outstanding debt (22 per cent), groceries (25 per cent), and telecommunications (20 per cent). Forty-nine per cent of respondents are taking steps to manage for these expenses, including dipping into savings (28 per cent), using credit cards or buy-now- pay-later services (22 per cent), cancelling services such as insurance and subscriptions (15 per cent), borrowing money from family or friends (seven per cent), and or seeking early access to superannuation (six per cent). CPRC Research and Policy Director Emma O’Neill says this crisis has dealt a sudden blow to household incomes and financial security. “It has amplified existing vulnerabilities and pushed people into financial distress,” she said. “What we know is that aggregate numbers don’t tell the full story. Casual workers, young people and renters appear to be faring much worse than the general population. We must ensure we design and deliver support measures to those who need them most. That means ensuring we’re listening and responding to actual experiences on the ground.” CPRC CEO Lauren Solomon says that now isn’t the time to be throwing vital protections out the window. “What we need is a modern consumer protection framework delivered alongside stimulus measures to industry to ensure that consumers and the community derive maximum benefit,” she said. “Consumers are central to economic recovery. Household expenditure makes up over half of Australia’s GDP. The experience and actions of consumers will ultimately determine the trajectory of our economic and social recovery over the coming months and years. Fair treatment, safety and inclusion for all Australians must be at the heart of the recovery mission.” 8 CONVENIENCE WORLD JUL/AUG, 2020