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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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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

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?

inventory researched
Inventory researched

Not researchedResearches are not boughtResearched

?

18 audience is 35 574 000 persons
18+ audience is 35574000 persons

Researched 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

how to break through the clatter
How to break through the clatter

Advertising volume

Creative

Non-standard solutions

operational concerns
Operational concerns

Pricing

Quality

Posting

Fines

Photo report

slide21

Thank you for your attention!

Alexander Komarov

CEO at GroupMin Ukraine, Belarus and Moldova

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