MUTUAL UNDERSTANDING + TRANSPARENCY = EFFICIENCY

The outdoor advertising market of Ukraine moved to qualitatively new level of the development.
Leading operators, advertising agencies and advertisers united in the Industrial Committee of Outdoor Advertising (ICOA) and accepted uniform system of monitoring and an assessment of outdoor advertising efficiency.
The purpose of Committee is "assistance to development of the outdoor advertising market in Ukraine by creation of the balanced system of monitoring and researches of outdoor advertising audience".
The executive director of ICOA Andriy Rudenko about Committee tasks: "The main task of committee is adjustment of dialogue between buyers and sellers of outdoor advertising, 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 a dialogue. And it is very important that today we have such a tool".
The winners of the tender among the companies researchers of the outdoor advertising, held by ICOA in the spring of this year, became the Communication Alliance of Ukraine (monitoring) and Doors Consulting (research).
The Communication Alliance of Ukraine company has been the operator of television, press and outdoor advertising monitoring in Ukraine for years.
The Doors Consulting company has excellent reputation and uses research technologies of the Russian company "Espar-analitik" which has proved the reliability and efficiency in the work.
Sergey Smolyar, the director of Doors Consulting commented the situation: "My professional opinion: the market of outdoor advertising in Ukraine is extremely underestimated. Today its annual volume is about $150 million. It should be three times as much. It is natural that we as "measuring instruments" don't affect the market directly, but we have strategic impact on its development. And this positive influence will lead to growth and market development".
Creation of ICOA and uniform system of monitoring and assessment of efficiency is a big step towards the international standards of work in the advertising industry that will positively affect work not only with the Ukrainian advertisers, but also with the international and transnational trademarks.
"Conditions of the tender for carrying out researches of the outdoor advertising market were developed on the basis of the criteria which have been proposed by the largest advertisers and advertising agencies. Today the Industrial Committee is ready to provide research and analytical products of the European level. Equally important, data completely conform to standards of the advertising market as a whole that will allow advertisers to carry out effective media planning", says Yuriy Charukha, the head of Industrial Committee.
With the beginning of work of ICOA the outdoor advertising market comes to the new, higher orbit. Until recently the conservative and closed branch shows today an example of innovative growth. And it is noted by all participants of the market.
"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 for its development. We dreamed of it in the nineties, we prepared it in the two thousand and we've got it at last. Outdoor advertising is a serious and resource-intensive type of business. And it demands professional and system approach to it", speaks Vadym Frunze, one of the founders of outdoor advertising in Ukraine and the head of one of the largest national operators of the market.
The official presentation of Industrial Committee will take place in September – at the beginning of a new business season.
The committee includes such advertising groups and agencies: GroupM, Publicis Groupe Ukraine, ADV Ukraine, Media Systems, Optimum Media Ukraine, Master Ad Group, and also operators of OOH advertising: BigBoard, Perekhid Outdoor, Prime Group, RTM-Ukraine, Luvers, Gallery and others.