For the first time in Kyiv there was an open out-of-home breakfast of the Industrial Committee of Outdoor Advertising (ICOA) "Innovations in the measurement of outdoor advertising of Ukraine". According to the leaders of the advertising industry, the use of TRP (target rating point) as a new research tool of outdoor advertising will allow advertisers to plan more effectively campaign for target audiences of their brands
The out-of-home breakfast took place in Kyiv on June 23. It devoted to the central issues of the future of research in the market of outdoor advertising.
The event was held in the format of the workshop, it was attended by over 80 participants: representatives of advertising industry operators and advertising agencies — advertising and marketing leading brands, journalists and market experts.
Opening the meeting, Oleg Nevelchuk, head of the Industrial Committee of Outdoor Advertising, noted that the key task for the Committee's activities is the development and market implementation of uniform industry standards, including standards of research. "We, together with colleagues, are working on improving the quality of provided services, including improving the efficiency of OOH measurement. Our goal is to make this market more understandable and popular for advertisers.
Andriy Nikitich, Director of Master AD: "For several years OOH advertising has been demonstrating the stability of outcomes in terms of media consumption; usage of outdoor advertising in the mediamix enhances the coverage and frequency of contacts, increasing the quality of an advertising campaign. A new qualitative stage of transition to targeting by socio-demographic indicators will not only improve the effectiveness of advertising solutions, but will allow to come to an understanding of the effects on TA, to build integrated communications with consumers and to plan advertising budgets more consistently".
Sergiy Smolyar, Director of Doors Consulting, unified industrial OOH researcher of Ukraine, spoke about the existing methods of audience count, and about approaches to the construction of traffic flow models in outdoor.
Andriy Rybkin, Buying Director Starcom Ukraine presented a new integrated model of use TNS-profile of media consumption for data recalculation in Doors Consulting programs. "Today the market of outdoor advertising made the first step in TRP measurement, namely, the constructed model study of the audience socio-demographics, — said Andrey Rybkin. — The next stage is the calculation of target audience coverage. In the near future measurements will be performed in the following way: Doors measures for a General audience (contacts, coverage, GRP), TNS provides a profile of consumption of this media, and post-merger data clients receive a calculation of all available indicators for media target audience: contacts, Affinity, TRP, coverage...".
Olga Voronova, Head of Implementation, GroupM, by the specific examples talked about approaches to planning and optimization of procurement in OOH in comparison with TV. "There's no value in buying a particular plane, there is no value in buying planes on a certain street," says Olga Voronova. — The task is to buy the optimal number of contacts. This is advisable to buy on media rates but not on the "boards". In effective OOH campaign is really important the same thing as in other media: the maximum effective coverage, maximum TRP and maximum GRP". Thus, according to the expert, OOH advertising solves more problems than a TV campaign, for example, navigation and brand goals of the brand.
Presentations and speeches aroused great interest of the audience, the meeting continued with a session of questions from advertisers and informal communication about what they had seen and heard.
With this event ICOA launches a series of educational and promotional events aimed to build effective communications between Customer, Agency and Operator in the Outdoor market.
To see presentation materials of out-of-home breakfast follow links:
