1. NZME DIGITAL OVERVIEW – NOVEMBER 2018

2. NZME DIGITAL OVERVIEW – NOVEMBER 2018

3. GLOBAL INTERNET USERS HAVE NOW PASSED THE FOUR BILLION MARK
SOURCE: The Global Digital Report 2018 (we are social)

4. MEDIA LANDSCAPE TIMELINE
Nearly two hundred years ago we saw the first newspapers published – to this day they still form an important part of media. Between the 1830’s to 1960’s billboards, Radio and Television were introduced, then came the internet and the acceleration of technology.
As the older millennials were hitting their young adult years, the technology evolution got kick started with the launch of google in 1998….

5. The reliance on mobile phones has caused some (most) people
THE CRITICAL YEARS FOR TECHNOLOGY
Between there were numerous platforms and technologies released. Today, we cannot imagine life without them.
GOOGLE started in 1998 and since then we have witnessed a technological revolution, which is still changing at an exponential rate.
Wi-Fi – would you choose a hotel without free internet?
iPod/iTunes – would you travel without music?
Phones with Camera – do you go on holiday with a camera or your phone?
The release of the iPhone impacted the world, to the point that we now rely on a handheld device for most things, and many of us might admit that we cannot live without it.
1998
2000
2001
2003
2002
2004
2005
2006
1999
2007
The reliance on mobile phones has caused some (most) people
to develop….

6. NOMOPHOBIA
[noh-muh-foh-bee-uh]
An abnormal, irrational fear of being without one’s mobile device, or of being unable to communicate using one’s mobile device.

7. Messenger Video Calling
THE LAST TWO YEARS
It’s hard to keep up with the fast-paced nature of technology nowadays. In the last 2 years, there have been countless tech moments that continue to shape our world and the ways in which we interact.
Messenger Video Calling
No need to sign up for a separate calling APP, all your friends are a click of a button
Facebook Live
Pokemon Go
Messenger App
A preferred way to message friends over text messaging
Instagram Stories
Share a moment in time with friends, that will then disappear in 24 hours
Snapchat discover
Facebook stories
Snap Maps
You got ‘snapped’ track your friends where
ever they will go
Uber EATS
No more takeaway menus - ‘laziness’ has become more efficient
2015
2016
2017
Virtual Reality
A new way to ‘game’ – the world just got infinitely bigger

8. 9 IN 10 NEW ZEALANDERS ARE NOW INTERNET USERS
SOURCE: The Global Digital Report 2017 (we are social)

9. NZ: MEDIA CHANNELS USED IN THE LAST 24 HOURS
76% are on Social Media channels
48% are watching videos
27% are listening to music
30% are watching free or paid TV
42% have read or views online news
Source: Nielsen CMI Fused July 18 Q – Q *Doesn’t include

10. AUDIENCES ARE NOW MORE DISTRACTED – LIVING MULTIPLE ONLINE LIVES!
A typical modern audience – watching online video or listening to the radio, whilst reading/researching online, catching up on social media, browsing the newspaper.

11. HOW DO WE TARGET THEM? Video (smart TVs) Radio Social Media Print
-Facebook, Twitter, Instagram across all our news, sport and entertainment brands
Online
-Grabone, Restaurant Hub, RateBroker, Driven, Bite, Viva, nzherald.co.nz, Radio websites, Spy, WatchMe, Chinese Herald and our NZH & iHeart APPs
Radio
-ZM
-The Hits
-Hauraki
-Coast
-Flava
-Newstalk ZB
-Radio Sport
-iHeart Radio
Video (smart TVs)
-WatchMe
-Herald Focus
-Herald Features
-Video content throughout our brand websites
Print
-The NZ Herald (North Island)
-The NZ Herald NIMs
-Regional Newspapers (North Island)
-Print partnerships (ODT)
-NZME Communities

12. Nearly a third are reading the Newspaper mid-morning
THE CONSUMER JOURNEY IN NZ
Online is the most popular media across the day, peaking in the evening, with a total of 72% using the internet between 6pm-8pm
TV is popular in the evenings, however when watching their favourite programme, the target audience are using other media – i.e. texting friends or going online
Radio is the 2nd most popular morning media, reaching over 40% during the morning commute
Nearly a third are reading the Newspaper mid-morning
Source: Nielsen CMI Fused Aug 18 Q – Q2 2018

13. ONLINE CONSUMPTION IN NZ
Social Media is the most popular online media across the day, peaking in the morning with fairly consistent use across the day.
Reading News online plays an important role online in the morning, for some replacing newspapers and TV to get their updates.
With kiwis now having a subscriptions to Netflix or other similar services, we have seen online TV/Video rise.
Source: Nielsen CMI Fused Aug 18 Q – Q2 2018

14. CONSIDERATION FUNNEL: MULTI TOUCHPOINT

15. AN EFFECTIVE INTEGRATED APPROACH
Brand development
We’ll take existing brand advertising , assets and partnerships and build upon these to grow the brand in New Zealand via an effective, integrated approach.
Engaging content
Relevant content is the inspiration, conversation starter and problem solver. It earns permission to engage and convert your audiences.  We will develop custom created NZ content which offers a value exchange
Experiences
We will give the target audience more opportunity to engage with the  brand deepening the consumer relationship
Lead Generation
After experiencing the brand the target audience has given permission to communicate to them in a targeted way.
Advocacy & Loyalty
Lead conversations, connects and inspires trust & action

16. FOCUS ON NORTHLAND – NOVEMBER 2018
NZME REGIONAL DIGITAL
FOCUS ON NORTHLAND – NOVEMBER 2018

17. 151,000 people live in northland
NORTHLAND AUDIENCE
Overview
151,000 people live in northland
53% are home owners and about a third are renters
Average household
income is $84,100.
38% identify as Māori –higher than overall NZ population
41% are over 55, and the average age is 48 – compared to 44 across the country
Key Industries in the Northland are:
Agriculture & Farming
Horticulture
NZ’s only oil refinery
SOURCE: Nielsen CMI Fused Q Q1 18 May 18 TV/Online - NZME. *Northland

18. NORTHLAND AUDIENCE Cultural identity
57,000 people live in THE NORTHLAND area identify as MĀORI
Compared to the rest of the country, Northland has 24% more people who identify as Māori.
Northland has 17% less people who identify as Pacific Islander, Asian and ’Other’ ethnicities.
Tend to be younger, 20% are dependent children and 30% are independent young adults
63% live in households with children (15% higher than overall Northland population)
Almost half speak te reo Māori at home
4 out of 5 believe NZ should make sure it keeps its Māori culture and grow the Māori language
SOURCE: Nielsen CMI Fused Q Q1 18 May 18 TV/Online - NZME. *Northland

19. NORTHLAND AUDIENCE Lifestage breakdown INDEPENDENTS 28,000 60% Female
Average HHI $78,000
42% are in paid employment
In the next 12 months:
68% intend to study tertiary level
43% will buy a car
43% will travel overseas
OLDER FAMILIES 30,000
61% Female
Average HHI $117,000
15,000 homeowners have no mortgage
They love radio, with over half listening to it for more than 7 hours
Spend more time on leisure activities with their kids
YOUNG FAMILIES 22,000
53% Female
Average HHI $97,000
57% are home owners
Main household shoppers
4 out 5 research online
Prefer to shop online as it suits their busy lifestyle
EMPTY NESTERS 52,000
57% Male
Average HHI $65,000
They are retired (48%) or planning their retirement
71% are home owners without mortgage
They have more time and disposable income than ever
SOURCE: Nielsen CMI Fused Q Q1 18 May 18 TV/Online - NZME. * Northland

20. NZME reach 90% of those based in Whangarei
MEDIA CONSUMPTION
NZME REACH
122,000
81% OF KIWIS IN
NORTHLAND
NZME RADIO REACH –
37%
NZME PRINT REACH –
52%
NZME DIGITAL REACH –
47%
NZME reach 90% of those based in Whangarei
Source: Nielsen CMI Fused Aug 18 Q – Q *Northland

21. THE CONSUMER JOURNEY IN NORTHLAND
Source: Nielsen CMI Fused Aug 18 Q – Q *Northland

22. ONLINE CONSUMPTION IN NORTHLAND
Source: Nielsen CMI Fused Aug 18 Q – Q *Northland

23. THE NORTHERN ADVOCATE Digital Audience
The Northland Advocate newspaper reaches 59,000 people across a week, and 34,000 people in Whangarei alone
+ Northland Age
Monthly Unique Audience* for nzherald.co.nz/northern-advocate -105,000
Average Weekly Unique Browsers** for nzherald.co.nz/northern-advocate -41,800
Average Weekly Page Impressions** for nzherald.co.nz/northern-advocate -129,200
No readership numbers due to low sample sizes
Source: Nielsen CMI Fused Aug 18 Q – Q *Northland
*SOURCE: Nielsen Online Ratings Sept 18 **Nielsen Market Intelligence Domestic Traffic Sept 18

24. NORTHLAND RADIO AUDIENCE
12,800
7,400
3,000
5,400
6,300
4,800
10,800
9,800
51,700 sessions
in the Northland
Source: GfK, RAM, Commercial Radio Stations, Total 3/2018, M-S 12mn-12mn, Cume *iHeart AdWizz Sept 2018

25. The Northern Advocate – 59,000
NZME REACH EXAMPLE
+ Radio Reach
+ Digital Reach
Print Reach
64% of Kiwis based in Northland
The Northern Advocate – 59,000
+ Coast & Mix
71,000
+ nzherald.co.nz
96,000
Source: Nielsen CMI Fused Aug 18 Q – Q *Northland

26. APPENDIX