The Industrial Committee of outdoor advertising (ICOA) has defined the main directions of its activities for 2015-2016.
Leading OOH-operators and advertising agencies included in ICOA noted the importance of active participation of the advertising industry and its important part of outdoor advertising market in the economic development of Ukraine.
Despite the difficult economic situation, undoubted trend is to increase the integration of our economy into the world economic space. The Ukrainian market is becoming more open, domestic producers have more opportunities in foreign markets. That's why there is growing demand for efficient and high-quality advertising, that is an important factor of successful business.
"ICOA focuses on global trends of OOH-industry and think several moves ahead. This approach has already resulted to implement a number of important transformations in outdoor advertising market. The next is a new stage: outdoor advertising should completely switch to the modern common industry standards, which not only provide high quality services, but fix OOH-media as an integral part of mediamix," - said the head of the ICOA Oleg Nevelchuk.
One of the most important activities of ICOA for the coming years is to increase interaction of OOH-advertising with other media in the context of modern trends in the development of marketing and social communications.
To achieve the stated goals the Industrial Committee offers specific steps to modernize the industry measurement and to gain the control over its quality. The Technical Committee of ICOA together with Doors Consulting have already begun to work in this direction.
According to the participants of ICOA, dissemination of modern European and world standards on a wide range of OOH-industry participants in Ukraine will strengthen the predictability and transparency of the outdoor advertising market, will help to simplify and to regulate the procedure of interaction between all market players.
The directions of activity of the Industrial Committee form a single vector of Ukrainian outdoor advertising market development for 2015-2016, which will enable it to strengthen its position among modern media channels and to be an effective part of the economy of Ukraine.
