Close
 

How MediaWorks can help retailers get attention on TV

  • In association with MediaWorks
  • March 7, 2017
  • The Register team
How MediaWorks can help retailers get attention on TV

In recent years, the way audiences watch television has changed. MediaWorks has been on the front lines of the change, and knows how best to use it to retailers’ advantage.

Despite some negative perceptions, MediaWorks chief commercial officer Glen Kyne says TV advertising is far from a dying art.

"People talk about the demise of TV but it couldn't be further from the truth. There’s more people engaged in TV now then there was 10 years ago. The only thing that’s changed is how people choose to view it."

Linear television is still the best place for retailers to build brands and get product awareness, Kyne says. 

MediaWorks has a unique position in the New Zealand media industry. It can deliver and activate advertising across TV, radio and digital, reaching 95 percent of New Zealanders.

It reaches 2.8 million Kiwis each week through its television channels. A further 2.1 million people listen through the radio stations, and more than 4.1 million unique browsers access MediaWorks' 11 websites each month.

While on-demand services and online streaming sites are changing how audiences receive their television, Kyne says the broadening of the marketplace brings lots of opportunities with it.

"Every medium has a different role to play and digital has broadened things. It creates new audiences and reaches people in new ways."

For retailers to achieve their full potential with TV advertising, understanding their audience is key. The number of channels and digital options available can confuse the market for retailers. 

Kyne says MediaWorks has a responsibility to clarify the market and help retailers get their messages out there.

"We work closely with retailers to find out their objectives and needs. We diagnose the challenge really well and then be as targeted as we can to deliver the campaign."

Pita Pit began its relationship with MediaWorks while the food chain was in its infancy. 

Pita Pit NZ marketing manager Fionna Pierce says conversations continued until the company had expanded to the point where mass media advertising was viable.

"Once we had established a few locations in Auckland, we embarked on what was the start of a very successful seven year - and counting - relationship with MediaWorks, starting with radio advertising."

The campaign started with localised Auckland radio adverts and sponsorships. Pita Pit's 100 stores are now supported by TV, digital, and TV integration advertising campaigns with MediaWorks.

"MediaWorks has such an incredibly diverse stable of platforms for us to utilise," Pierce says. "We can tailor our campaign messaging to the platform of choice.

"It is easy to deal with the team at MediaWorks as a one-stop shop for us to communicate our messages to New Zealand."

Pita Pit's TV integration campaign with The Block NZ successfully utilised the new advertising space. Sales increased by more than 12 percent during the first season.

"The power of television was immediate and significant, and we were thrilled with the return on investment," Pierce says.

Kyne says Pita Pit is a prime example of a company that saw the potential in television.

“The message, from a retailers’ point of view, is don’t ignore the medium because you think it is expensive, aim to engage with television as a cost-effective option.”

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

Hunting & Fishing New Zealand voluntarily pulls military-style assault weapons from sale

  • News
  • March 20, 2019
  • Sarah Dunn
Hunting & Fishing New Zealand voluntarily pulls military-style assault weapons from sale

In the wake of the attack on Christchurch’s Muslim community on March 15, strong calls for changes to New Zealand’s gun last have been made. Trade Me was the first retailer to act, halting the sale of all semi-automatic weapons on its platform, and it has now been joined by Hunting & Fishing New Zealand.

Read more
 
 

Superette to open new concept store showcasing international brands

  • News
  • March 20, 2019
  • The Register team
Superette to open new concept store showcasing international brands

Apparel boutique Superette has announced it will open an ‘international flagship’ in Newmarket on April 4. The store will feature handpicked products from both established and emerging international designers.

Read more
 
 

What businesses can do to help support Christchurch and the Muslim community this week

  • Opinion
  • March 19, 2019
  • Rosie Collins
What businesses can do to help support Christchurch and the Muslim community this week

As many New Zealanders go back to work for the first time today since Friday’s attacks, feelings of anger, sadness, numbness, apprehension, and confusion will be shared around the country. Rosie Collins is the managing director of Step Changers, a registered charity working to normalise corporate social responsibility in New Zealand. In the wake of the Christchurch terror attack, she shares three ways businesses can help both their staff and the wider Muslim and Christchurch community this week.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

China and New Zealand’s year of tourism

  • Opinion
  • March 19, 2019
  • Juanita Neville-Te Rito
China and New Zealand’s year of tourism

Think about how to best welcome Chinese tourists into your store this year.

Read more
 
 

Coca-Cola reveals how much plastic it uses

  • News
  • March 19, 2019
  • Radio New Zealand
Coca-Cola reveals how much plastic it uses

For the first time, Coca-Cola has revealed it used three million tonnes of plastic packaging in one year.

Read more
 

Profits for The Warehouse on the rise after restructure

  • News
  • March 19, 2019
  • Radio New Zealand
Profits for The Warehouse on the rise after restructure

The Warehouse has made a solid first half profit as it continues to restructure and invest in digital services.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}