TV VS OOH

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
1488
1232
888
832
336
Publicis
Source: RECMA 2011
Group M
OMG
Aegis
Mediabrands
240
Havas
GroupM top ООН advertisers
OOH in media split
GroupM
Рынок
Market
Пресса
OOH
Press
10% 10%
TVТВ 72%
TVТВ 45%
Пресса
Press
28%
OOH
13%
Importance of top advertisers for industry
TV 2012
OOH 2012
2.8%
Top 10 advertisers
42%
14%
6.9%
Top 20 advertisers
58%
23%
12.5%
Top 30 advertisers
68%
30%
18.7%
Top 50 advertisers
79%
39%
Market
100%
100%
What is ООН for?
Macro level



Building/supporting
brand/advertising
awareness
Image
Sales outlets
Tactical level



Regionality
Coverages optimization
Recency effect
Key questions to OOH
How long locations are lighted (billboards/bulletins/wall murals)?
Optimal formats for planning?
Target audience ?
Are frames cleaned in bad weather?
Lightening as bonus. Service wasn’t provided and there is no compensation?
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?
What is GRP?
All night light. If it is possible?
IF CLATTER IS TOO LARGE, WHETHER 3×6 M SHOULD BE USED?
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?
Should we trust to DOORS?
Doors Consulting approach when planning by GRP?
Why only part of inventory is researched?
What kind of creative is more visible or effective??
TV VS OOH
Extenders efficiency calculation?
Mobile billboards vs standard? Where the coverage is bigger?
20 boards vs 1 brandmauer?
Why can’t we get a picture immediately after posting?
How many extenders should be bought in every city?
How seasonal population migration can be considered?
Suspension is turned off. May we not to pay?
Should we buy by GRP?
Does SOV planning approach can exist?
How non-standard constructions efficiency can be estimated?
WHAT COVERAGE IS AFTER 20 FRAMES BUYING?
Can we have “extra hanging” for days we lost when gluing?
THERE IS A FEAR ABOUT LACK OF GOOD POSITIONS!
Enhance with extenders! How many 3×6 m should be reduced?
Is benchmark DOORS 50+ GRP per a day relevant?
What is more effective TV or ООН?
Media mix
Campaigns number
in 2012
OOH supports TV
OOH as key media
ООН as the only
media
75
33
14
Inventory researched
100%
80%
60%
40%
20%
Not researched
Researches are not bought
Researched
?
0%
Украина
Ukraine
Киев
Kiev
Другие
Other
citiesгорода
18+ audience is 35 574 000 persons
Researched
Not researched
Population
Researches
Coverage building
model
Krivoy Rog
661,880
+
-
Mariupol
486,060
-
-
Makeevka
394,332
+
-
Sevastopol
381,385
+
-
Gorlovka
279,230
+
-
City
44.3%
55.7%
Problems with coverage construction model
Kirovogradskaya Str., at the intersection with Phrometrovskiy Descent
1, Dovzhenko Str., at the intersection with Eugene Pottier Str.
4, Moskovskiy Lane on Mayak plant side
30, Perova Blvd between Petra Zaporozhtsa Str. and Suleymana Stalskogo Str.
Sorokaletiya Oktyabrya Prospect, at the intersection wit Zhukovskogo Vasiliya Str.
Geroev Stalingrada Prospect, between Mate Zalki Str. Moskovskiy Prospect
Bazhana Nikolaya Prospect, next to Osokorki metro station
0
0
0
4.8
5.6
6.8
8.2
Coverage, % per
a day
0
0
0
4
4.7
5.2
6.3
Grechko Marshall Str., between. Severo-Syretskaya Str. and Internatsionalnaya Square
8.9
6.8
8%
Pobedy Prospect, opposite Nivki park, on the separator
2 а , Lesya Kurbasa Prospect, at the intersection with Timopheya Strokacha Str.
9, Bratislavskaya Str., at the intersection with Lesnoiy Prospect
31/1, Teligi Jeleny Str., at the intersection with с Olzhich Str.
Brovarskoy Prospect, between Chernigovskaya and Lesnaya metro stations
14/16, Elektrikov Str. , Industrial zone
Druzhby Narodov Blvd , at the intersection with Geroev WOW Square
Naberezhnoe, between Parkovyy Bridge and Metro Bridge
10.8
12.1
14.1
15.7
16.7
17.1
18.5
13
8.3
9.3
10.8
11.2
11.9
12.2
12.3
8.7
22%
12%
16%
4%
6%
3%
1%
-29%
Address
Total GRP
Coverage
increase
0
0
0
0
18%
11%
21%
Part of formats is not researched
Contacts number in OOH is growing (e. g. Kyiv)
250
OTS vs. Contacts number for 1 person
600
200
OTS, ‘000 000
500
400
150
300
100
200
50
100
0
0
2009
2010
2011
2012
Contacts number
700
Heterogeneity in Ukraine
Chernigov
Lutsk
Rovno
Sumy
Zhitomir
Lvov
Kiev
Khmelnitskiy
Poltava
Ternoplo
Vinnitsa
Iv.-Phr.
Kharkov
Cherkassy
Lugansk
Kirovograd
Uzhgorod
Dnepropetrovsk
Chernovtsy
Donetsk
Nikolayev
Zaporozhe
Odessa
Kherson
Simferopol
200
95
40
Advertising noise should be considered
Kiev, March
2013
How to break through the clatter
Advertising volume
Creative
Non-standard solutions
Creative
Non-standard solutions
Operational concerns
Pricing
Quality
Posting
Fines
Photo report
Thank you for your attention!
Alexander Komarov
CEO at GroupM in Ukraine,
Belarus and Moldova