Latest trends, innovations, transformations in OOH – market with BigBoard
Key speakers in the industry of the OOH were: the head of the ICOA and the director of BigBoard (BigBoard Ukraine group) Yuri Charukha, the director of Posterscope Ukraine Andrey Nikitich, the chairman of the technical committee of the ICOA and the head analyst of the "Prime Group" Igor Lazarev. As part of the press breakfast, the speakers talked about plans to improve the quality of research. In particular, since March, in Kyiv started the process of passenger flow recount. Also, OOH experts talked about the introduction of the audit system, which is carried out by the ICOA with the participation of international advertising holdings: Group M, Smart Media Systems, Optimum Media Ukraine, Posterscope Ukraine, Publicis, razom communications and major national operators: BigBoard Ukraine, Octagon Outdoor, Perekhid Outdor, Prime Group, RTM-UKRAINE.
The press-lunch was also attended by the leading experts in the field of OHH studies in Ukraine: the head of Fotomonitor Sergei Smolyar and the commercial director of Doors Consulting Yaroslav Todorenko. Sergei Smolyar presented the audience with a detailed picture of the capital traffic and told about the main principles and nuances of monitoring. Guests had the opportunity to get answers to the questions they were interested in.
Experts explained that such studies provide an understanding that the message will be conveyed to the potential buyer for specific measurable investments, which significantly increases the level of trust in OOH in relation to other channels of communications.
"The Industrial Committee of Outdoor Advertising was founded in 2010. The main goal was to popularize outdoor advertising research and to bring the market to a new level where monitoring and scoring can clearly plan the effectiveness of an advertising campaign in this media channel, achieving a balance of effectiveness and costs.
As then, and now, the tender for research was won by the Doors Consulting company - the only standardized OOH market researcher with sufficient experience, resources and knowledge. And, importantly, it has a huge comparative database and analytics gathered during 10 years of work in this field.
Studies of outdoor advertising are based on the measurements of passenger traffic, which are conducted with a certain regularity. Based on these measurements, transport models of cities are created. Over time, as a result of changes in the city's infrastructure, transport models are changing, passenger traffic needs to be recalculated in order not to lose relevance of the data.
This year, the ICOA has found an opportunity to finance the recalculation of passenger flows, moreover - to improve the accuracy of research, having introduced a new method of independent audit, which is carried out by market participants. Qualitative research is the main tool and the key to successful media planning, which OOH operators, advertising agencies and advertisers are directly interested in. Today we see interest and an urgent need for research. We look forward to the support of our colleagues and partners in the promotion of this tool," commented Yuri Charukha, head of the ICOA and director of BigBoard company.
The latest research data can be found on the website of the ICOA http://icoa.org.ua
BigBoard Ukraine - the company that 25 years ago became the first OOH-operator in Ukraine, having laid the foundations of an absolutely new industry, on April 11 brought together colleagues and partners - all those who during these years with their work and talent created the modern industry of Ukrainian advertising to celebrate together a quarter of a century (!) of their lifework and the anniversary of the company's foundation.
On this evening, BigBoard Ukraine and founding shareholders of the company Askold Shestunov and Josef Onderka hospitably hosted the founders and top-managers of the leading advertising companies of Ukraine - OOH operators, advertising agencies, researchers, government officials and industry associations.
It was a warm evening of friendly communication, memories and true partnership!
Within the framework of the tourism development program, the KSCA Tourism Department initiated a number of on-line and off-line projects aimed at developing the tourist attractiveness of the city and increasing the domestic tourist flow. In particular, as was voiced by Mr. Taranenko during the press conference, according to sociological research, Ukrainians pay quite high attention to outdoor advertising objects, which, in this case, makes it an indispensable tool of communication "here and now". To improve the comfort of navigation in the capital, the Tourism Department installed 50 stalls with tourist maps of Kiev. The stalls are located in the historical center of Kiev and provide an information about the location, cultural and social facilities, tourist centers nearby, as well as the possibility of receiving online information via QR code.
BigBoard company (BigBoard Ukraine Group), as the leading outdoor advertising operator and a company dedicated to supporting social initiatives, became a partner of the project and, additionally, placed maps of tourist navigation on 50 mupies in the historical center of Kiev. All 50 BigBoard mupies with tourist maps are located in the most convenient and visible for pedestrians places, 70% of them are installed at public transport shelters.
Additional placement of tourist maps on 50 BigBoard mupies allowed to double the number of locations and density of placement, as well as to increase the frequency of contact, which is the most important aspect, in terms of improving the comfort of tourist navigation in the city.
In the nearest future, the Tourism Department of KSCA and BigBoard Company will sign an open Memorandum on further cooperation within the framework of social initiatives, to which other outdoor advertising operators can join.
Yuri Charukha, director of BigBoard Company: "BigBoard Ukraine has significant experience in successful implementation of social projects. Moreover, for our company, which is the member of the world holding company JCDecaux, the support of socially significant initiatives is one of the strategically important priorities. Outdoor advertising is a communication tool, first; this is a part of the modern urban environment, and the implementation of socially significant projects is a good European and world practice. So, in the company's asset, cooperation with USAID, a long-term partnership with the Search Service for Children, a project to improve road safety and projects aimed at the development and improvement of the urban environment, implemented in cooperation with the city authorities. To date, more than 600 initiatives have been implemented. Recently, together with Danish artists, we realized the first art project "Points of Unity", in which objects of outdoor advertising became objects of contemporary art.
We cooperate with the city and always open for interesting social initiatives. As part of the continuation of the project for the placement of tourist maps, we plan to install about 30-40 maps more on the existing advertising spaces of the company. Of course, our company bear all the costs of placing the maps (printing, installation, service). And we are open to further cooperation."