On business communication strategy and ecology

Global trend:technologies + individuality

On the one hand – the World becomes more technological and globalized

On the other hand – individual approach to customer tasks is an increasingly important market factor

Ukrainian advertising market trendsin 2011—2013

– Inter-media interactions will increase: different media interpenetration extends against escalating competition for budgets between TV and the Internet, the Internet and press, ООН and other media

– Single media currency request becomes actual — multimedia GRPDue to this it will be possible not only to make effective assessment of integrated communication campaigns, but it also will become an instrument of cross-media interaction

Ukrainian advertising market trendsin 2011—2013

– Intensification of dialogue between media and advertisers

– And dialogue between advertising industry and society

Ukrainian advertising market trendsin 2011—2013

Ukrainian OOH advertising market trends in 2012

CONSOLIDATION+

TRANSPARENCY

System processes started on Ukrainian OOH advertising market in 2012:

There was a significant number of acquisitions, which reformatted the market

Market is being enlarged

Long-term development concepts of out-of-home advertising were adopted in Kyiv, followed by other cities

Market is being systematized

System processes started on Ukrainian OOH advertising market in 2012:

New services and facilities are being developed and introduced

Focus on customer

System processes started on Ukrainian OOH advertising market in 2012:

Industry rebranding process has started in the USA: from “outdoor” into “OOH”

Expected market volume growth — US$ 2 bln.

Significant changes in OOH industry have happened in the world in 2012:

Significant changes in OOH industry have happened in the world in 2012:

New OOH advertising research was introduced in UK

ООН studies accuracy exceeded TV accuracy

OOH advertising integration process with other media is going on around the world: TV, Internet, event-based marketing...

Media interconnectedness is growing

ООН advertising role as core media is growing

Significant changes in OOH industry have happened in the world in 2012:

What will be the next

step?

Global trends:

ООН advertising becomes more interactive —it becomes a “gateway”, access point to more detailed information on the Internet

ООН advertising becomes more emotional and bright

Mounting “informational pressure” on individual imposes new requirements to advertising including ООН: balance between “noticeability” and “refinement” in environment

ООН advertising becomes more ecologicalMore integrated in environment

Global trends:

Global trends emergence in Ukrainian OOH industry:Active unification of OOH advertising different segments into one OOH media

OOH advertising efficiency will increase as communication tool with individual out of home

Global trends emergence in Ukrainian OOH industry:

Pricing will be more associated with estimation of efficiency (GRP) and will consider CPT in other mediaPricing transparency will increase

ООН advertising role will increase as core media

Global trends emergence in Ukrainian OOH industry:

“Traditional outdoor advertising” will become more clear for customers and will create a number of additional customer services

Industry standards will be formedRange of additional options and services will increase

Besides…

ОOH industry will become more socially responsible and ecological:

“Traditional outdoor advertising” will fit morein urban environment

Advertising inventory is being systematized

Its quality and aesthetic appearance will increase Formats systematizing will be completed

ООН media owners will be more active in creating and introducing of non-standard solutions as well as in creating of “advertising as part of living environment”Individual solutions will be a part of business-processesArchitects will be more actively involved in advertising creating

ОOH industry will become more socially responsible and ecological:

A large number of “contextual advertising” will appear:

Frames as part of functional urban facility

Non-business information as part of advertising medium

Social projects sponsorship

ОOH industry will become more socially responsible and ecological:

Near-term prospectfor advertisersfor society

Advertisers will GETfrom ООН media owners

“one-stop order”: all types of OOH advertisement will be formed into single customer service system — ООН sales-houses

“efficient cost”: more accurate estimability of advertising campaign efficiency including comparison with other media“customer focus”: greater choice of options and more individual approaches

“Informational noise” reducing: more systemic and organic frames positioning in living environment

Household use of advertising: frames with utilitarian functions

Informational use: advertising as part of informational context

Society will GET from ООН media owners

Key to the industry development

Dialogue advertisers — media owners — society

Vadim Frunzebusinessman, founder of Prime Group All-Ukrainian ООН media owner

Thank you for your attention!