On business communication strategy and ecology
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On business communication strategy and ecology. GroupM in Ukraine since 2007. #1 in the world # 2 in Ukraine 150 persons More than 60 clients More than 150 brands More than 150 campaigns in 2012. Advertising groups billings. Source: RECMA 2011. GroupM top ООН advertisers.

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On business communication strategy and ecology

On business communication strategy and ecology


Groupm in ukraine since 2007

GroupM in Ukraine since 2007

  • #1 in the world

  • #2 in Ukraine

    • 150 persons

    • More than 60 clients

    • More than 150 brands

    • More than 150 campaigns in2012


Advertising groups billings

Advertising groups billings

Source: RECMA 2011


Groupm top advertisers

GroupM top ООН advertisers


Ooh in media split

OOH in media split


Importance of top advertisers for industry

Importance of top advertisers for industry

TV2012

OOH 2012

Top 10 advertisers

Top 20 advertisers

Top 30 advertisers

Top 50 advertisers

Market


What is for

What is ООН for?

Macro level

Tactical level

  • Building/supporting brand/advertising awareness

  • Image

  • Sales outlets

  • Regionality

  • Coverages optimization

  • Recency effect


Key questions to ooh

Key questions to OOH

How long locations are lighted (billboards/bulletins/wall murals)?

Optimal formats for planning?

Target audience ?

Lightening as bonus. Service wasn’t provided and there is no compensation?

Are frames cleaned in bad weather?

COVERAGE BUILDING PROBLEM?

TV regional vs OOH?

Photo report must be provided only by 12-15 of the positioning month. Is it possible to do this quickly?

IF CLATTER IS TOO LARGE, WHETHER 3×6 M SHOULD BE USED?

What is GRP?

All night light. If it is possible?

What extender gives to you?

Bonus - layout replacement once a month. Why there is no discount if the replacement is not done?

FRAMES OPTIMAL QUANTITY FOR COVERAGE IN CITIES?

Doors Consulting approach when planning by GRP?

Why only part of inventory is researched?

Should we trust to DOORS?

How seasonal population migration can be considered?

What kind of creative is more visible or effective??

Suspension is turned off. May we not to pay?

TV VS OOH

Extenders efficiency calculation?

Does SOV planning approach can exist?

Mobile billboards vs standard? Where the coverage is bigger?

Should we buy by GRP?

How non-standard constructions efficiency can be estimated?

20 boards vs 1 brandmauer?

Why can’t we get a picture immediately after posting?

WHAT COVERAGE IS AFTER 20 FRAMES BUYING?

How many extenders should be bought in every city?

Can we have “extra hanging” for days we lost when gluing?

Is benchmark DOORS 50+ GRP per a day relevant?

THERE IS A FEAR ABOUT LACK OF GOOD POSITIONS!

Enhance with extenders! How many 3×6 m should be reduced?


What is more effective tv or

What is more effective TV or ООН?


Inventory researched

Inventory researched

Not researchedResearches are not boughtResearched

?


18 audience is 35 574 000 persons

18+ audience is 35574000 persons

Researched Not researched


Problems with coverage construction model

Problems with coverage construction model


On business communication strategy and ecology

Part of formats is not researched


Contacts number in ooh is growing e g kyiv

Contacts number inOOH is growing (e. g. Kyiv)

OTSvs. Contacts number for 1 person


Heterogeneity in ukraine

Heterogeneity in Ukraine

Chernigov

Lutsk

Rovno

Sumy

Kiev

Zhitomir

Lvov

Khmelnitskiy

Poltava

Kharkov

Ternoplo

Cherkassy

Vinnitsa

Lugansk

Iv.-Phr.

Kirovograd

Uzhgorod

Dnepropetrovsk

Chernovtsy

Donetsk

Nikolayev

Zaporozhe

Odessa

Kherson

Simferopol

200

95

40


Advertising noise should be considered

Advertising noise should be considered

Kiev, March 2013


How to break through the clatter

How to break through the clatter

Advertising volume

Creative

Non-standard solutions


Creative

Creative


Non standard solutions

Non-standard solutions


Operational concerns

Operational concerns

Pricing

Quality

Posting

Fines

Photo report


On business communication strategy and ecology

Thank you for your attention!

Alexander Komarov

CEO at GroupMin Ukraine, Belarus and Moldova


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