January 16, 2017
Census data used for advertising impact
If you have been seeing bus shelter ads with a Maori message, you were probably in an area where a lot of Maori live and work.
Outdoor advertising company chas introduced ethnicity targeting, using Census data as well as data from Roy Morgan Research’s Single Source surveys to identify audiences.
The technology was trialed in a multi-lingual campaign for its charity partner Surf Life Saving New Zealand post-Christmas.
Surf Life Saving commercial manager Nick Gutzewitz says as well as reaching the wider public, his organisation wanted to get its key safety message – ‘swim between the flags’ – to a few key groups in their native languages.
“With this tool, we were able to reach those audiences by selecting sites across Auckland that indexed high against specific communities. We were then able to deliver relevant, in-language messaging, including Chinese, Samoan and Maori, for a more effective and impactful campaign over the crucial holiday season,” he says.
According to the last census, a quarter of the population were born overseas, with more than half a million overseas-born residents in Auckland alone.
“As New Zealand becomes increasingly diverse, there is a greater demand to better target audiences from different cultural backgrounds, and an opportunity for advertisers to deliver more relevant and engaging creative. Almost one in five of us speak more than one language, and communicating with audiences in their own language sends a relatable and impactful message,” he says.
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