The branch of outdoor advertizing of Ukraine declared the beginning of full-function work of branch industrial committee

The Industrial Committee created in February, 2011 on outdoor advertizing (ICOA) reached full functionality. After successful carrying out the tender for researches of the ICOA market it is ready to provide to operators, advertisers and agencies universal analytical and research tools.
"The main task of committee is adjustment of dialogue between buyers and sellers of outdoor advertizing, the organization of comprehensive investigations of the market and standardization of data. The market requires constructive dialogue between all its participants. The professional researches can and have to become a basis of such dialogue. And it is very important that today we have such tool", speaks Yury Charukha, the head of Industrial Committee.
Conditions of the tender for carrying out researches of the outdoor advertizing market were developed on the basis of the criteria which have been proposed by the largest advertisers and advertizing agencies. Doors Consulting was chosen as the winner of the tender for research of outdoor advertizing audience. The Communication Alliance - OOH became the winner of the tender for monitoring of outdoor advertizing. Today the Industrial Committee is ready to provide a full set of media metric parameters on the market of outdoor advertizing of Ukraine.
"Our industry had to pass very big and difficult way to accept uniform measuring system. But it was inevitable positive action. I am sure that only increase of transparency and consolidation of interests of all participants of the market will give that necessary impetus to its development. We dreamed of it in the nineties, we prepared it in the two thousands and we came to it at last", notes Vadim Frunze, one of the founders of outdoor advertizing in Ukraine and the head of the Prime Group company.
It is expected that the research and analytical base provided by ICOA becomes the important instrument of budgets distribution between various channels of advertizing communications and an objective assessment of outdoor advertizing carriers for advertizing agencies and advertisers.
"Creation of Committee and improvement of research system will strengthen positions of outdoor advertizing in comparison with the other media. Agencies and advertisers will be able to measure more precisely the efficiency of advertising investments. And it is one of the main criteria of budgets distribution between advertizing carriers", considers Oleg Popenko, the director general of the largest in the country advertizing holding Publicis Groupe Ukraine.
The official presentation of Industrial committee will take place in September – at the beginning of a new business season.
The committee includes such advertizing groups and agencies: GroupM, Publicis Groupe Ukraine, ADV Ukraine, Media Systems, Optimum Media Ukraine, Master Ad Group, and also operators of outdoor advertizing: BigBoard, Perekhid Outdoor, Prime Group, RTM-Ukraine, Luvers, Gallery and others.