On business communication strategy and ecology GroupM in Ukraine since 2007 #1 in the world #2 in Ukraine 150 persons More than 60 clients More than 150 brands More than 150 campaigns in 2012 Advertising groups billings 1488 1232 888 832 336 Publicis Source: RECMA 2011 Group M OMG Aegis Mediabrands 240 Havas GroupM top ООН advertisers OOH in media split GroupM Рынок Market Пресса OOH Press 10% 10% TVТВ 72% TVТВ 45% Пресса Press 28% OOH 13% Importance of top advertisers for industry TV 2012 OOH 2012 2.8% Top 10 advertisers 42% 14% 6.9% Top 20 advertisers 58% 23% 12.5% Top 30 advertisers 68% 30% 18.7% Top 50 advertisers 79% 39% Market 100% 100% What is ООН for? Macro level Building/supporting brand/advertising awareness Image Sales outlets Tactical level Regionality Coverages optimization Recency effect Key questions to OOH How long locations are lighted (billboards/bulletins/wall murals)? Optimal formats for planning? Target audience ? Are frames cleaned in bad weather? Lightening as bonus. Service wasn’t provided and there is no compensation? COVERAGE BUILDING PROBLEM? TV regional vs OOH? Photo report must be provided only by 12-15 of the positioning month. Is it possible to do this quickly? What is GRP? All night light. If it is possible? IF CLATTER IS TOO LARGE, WHETHER 3×6 M SHOULD BE USED? What extender gives to you? Bonus - layout replacement once a month. Why there is no discount if the replacement is not done? FRAMES OPTIMAL QUANTITY FOR COVERAGE IN CITIES? Should we trust to DOORS? Doors Consulting approach when planning by GRP? Why only part of inventory is researched? What kind of creative is more visible or effective?? TV VS OOH Extenders efficiency calculation? Mobile billboards vs standard? Where the coverage is bigger? 20 boards vs 1 brandmauer? Why can’t we get a picture immediately after posting? How many extenders should be bought in every city? How seasonal population migration can be considered? Suspension is turned off. May we not to pay? Should we buy by GRP? Does SOV planning approach can exist? How non-standard constructions efficiency can be estimated? WHAT COVERAGE IS AFTER 20 FRAMES BUYING? Can we have “extra hanging” for days we lost when gluing? THERE IS A FEAR ABOUT LACK OF GOOD POSITIONS! Enhance with extenders! How many 3×6 m should be reduced? Is benchmark DOORS 50+ GRP per a day relevant? What is more effective TV or ООН? Media mix Campaigns number in 2012 OOH supports TV OOH as key media ООН as the only media 75 33 14 Inventory researched 100% 80% 60% 40% 20% Not researched Researches are not bought Researched ? 0% Украина Ukraine Киев Kiev Другие Other citiesгорода 18+ audience is 35 574 000 persons Researched Not researched Population Researches Coverage building model Krivoy Rog 661,880 + - Mariupol 486,060 - - Makeevka 394,332 + - Sevastopol 381,385 + - Gorlovka 279,230 + - City 44.3% 55.7% Problems with coverage construction model Kirovogradskaya Str., at the intersection with Phrometrovskiy Descent 1, Dovzhenko Str., at the intersection with Eugene Pottier Str. 4, Moskovskiy Lane on Mayak plant side 30, Perova Blvd between Petra Zaporozhtsa Str. and Suleymana Stalskogo Str. Sorokaletiya Oktyabrya Prospect, at the intersection wit Zhukovskogo Vasiliya Str. Geroev Stalingrada Prospect, between Mate Zalki Str. Moskovskiy Prospect Bazhana Nikolaya Prospect, next to Osokorki metro station 0 0 0 4.8 5.6 6.8 8.2 Coverage, % per a day 0 0 0 4 4.7 5.2 6.3 Grechko Marshall Str., between. Severo-Syretskaya Str. and Internatsionalnaya Square 8.9 6.8 8% Pobedy Prospect, opposite Nivki park, on the separator 2 а , Lesya Kurbasa Prospect, at the intersection with Timopheya Strokacha Str. 9, Bratislavskaya Str., at the intersection with Lesnoiy Prospect 31/1, Teligi Jeleny Str., at the intersection with с Olzhich Str. Brovarskoy Prospect, between Chernigovskaya and Lesnaya metro stations 14/16, Elektrikov Str. , Industrial zone Druzhby Narodov Blvd , at the intersection with Geroev WOW Square Naberezhnoe, between Parkovyy Bridge and Metro Bridge 10.8 12.1 14.1 15.7 16.7 17.1 18.5 13 8.3 9.3 10.8 11.2 11.9 12.2 12.3 8.7 22% 12% 16% 4% 6% 3% 1% -29% Address Total GRP Coverage increase 0 0 0 0 18% 11% 21% Part of formats is not researched Contacts number in OOH is growing (e. g. Kyiv) 250 OTS vs. Contacts number for 1 person 600 200 OTS, ‘000 000 500 400 150 300 100 200 50 100 0 0 2009 2010 2011 2012 Contacts number 700 Heterogeneity in Ukraine Chernigov Lutsk Rovno Sumy Zhitomir Lvov Kiev Khmelnitskiy Poltava Ternoplo Vinnitsa Iv.-Phr. Kharkov Cherkassy Lugansk Kirovograd Uzhgorod Dnepropetrovsk Chernovtsy Donetsk Nikolayev Zaporozhe Odessa Kherson Simferopol 200 95 40 Advertising noise should be considered Kiev, March 2013 How to break through the clatter Advertising volume Creative Non-standard solutions Creative Non-standard solutions Operational concerns Pricing Quality Posting Fines Photo report Thank you for your attention! Alexander Komarov CEO at GroupM in Ukraine, Belarus and Moldova