When, in 2010, the Industrial Committee of outdoor advertising of Ukraine (ICOA) was created, the main task of the Technical Committee was the formation of tendering to select a unified researcher of OOH market. Techcom has developed selection criteria: the accuracy of the information provided by the researcher, volumes, quality, time and date of the monitoring of outdoor advertising of Ukraine, the specificity of coverage-frequency model, ease of use of research programmes, etc. Thus was set a vector of development studies of outdoor advertising of Ukraine for the years ahead.
We asked the head of Techcom of ICOA, the Head of information-analytical Department of the company Octagon Outdoor, Vadim Gusachenko about main tasks Techcom works on.
- What's on the agenda in the Technical Committee?
V. G.: We have fulfilled all our tasks on control of passenger traffic measurement during the spring data converting by researcher Doors Consulting. In the autumn we will begin the next stage: carrying out control of measurements of traffic intensity indicators by companies, that are the members of the ICOA. This work will carry out at the same time with a planned autumn recalculation of passenger traffic.
- Will it be any innovation or qualitative changes in measurements of outdoor advertising?
V. G.: ICOA Technical Committee is constantly working on improving the trust of advertisers in outdoor advertising. This year Techcom thinks about a global problem: measurements of audience of outdoor advertising in terms of social demographics. Advertisers often complain about the lack of possibility of recalculation of OOH audience in these terms. And now we have a project to solve this problem. A member of the Technical Committee (company Master AD) Alexey Dotsenko proposed a model for analysis of efficiency of OOH consumption in different socio-demographic groups. Now the working group of Technical Committee, composed of representatives of Prime Group, Octagon Outdoor, Master AD and Publicis Groupe works on regular data and their implementation in common software (Infopanel) for planning campaigns in outdoor advertising.
All is real, measurable, and hopefully can be implemented this year. The solution of this difficult but strategically important problems of the industry will bring outdoor advertising to the common measurement platform, where advertising is targeted on socio-demographic characteristics. It will help advertisers to plan campaigns more efficiently, to compare the necessary for targeting coverage with other media, to manage budgets more purposefully and effectively.
- How do you assess the level of awareness among advertisers about OOH measurements in Ukraine? What does it need to be done in this direction?
V. G.: 5 years ago, when ICOA was created, few advertisers understood what was OTS, GRP, Reach and Frequency in outdoor advertising and how to count them. Today almost every major client queries the frequency-area characteristics for his outdoor campaign. It is clear that for small advertisers, whose programs are based on the principle of the navigation of the binding, it is difficult to recommend to use the frequency-area model, but for system customers the planning of advertising campaigns using such a model is already a rule.
Customers aware that studies exist, they realize that they are not just buying the shields, and the number of contacts audience. More and more advertisers understand that with help of media indicators it is possible to assess realistically an advertising campaign of competitors and to plan targeted programs more efficiently, as well as to spend advertising budgets. Planning and audit of outdoor advertising on the ratings is the reality today.
Over the years ICOA with Technical Committee has done a great job. Thanks to joint actions of the Technical Committee and Doors Consulting company was greatly improved the software of researcher. The methods of measurement of dynamic structures and overhead banners is working on common standards for outdoor advertising. Right now we are working on the creation of a unified clear for all language and terms in outdoor advertising, "OOH dictionary". All the major operators and system advertisers speak professional language using a common vocabulary, but this is only part of the OOH market. It is important these standards to be implemented by other market players, too.
- What you see the development of outdoor advertising and its research?
VG: It is an open secret that outdoor advertising is not just a strong independent media, but it is an integral part of mediamix. The task of the Technical Committee is to integrate the measurement of outdoor advertising in common measurement platform. Foreign experience has platforms that allow you to plan all media simultaneously. We need to come together and with other media to build up such a platform.
