The leading outdoor operator, BigBoard Company (group BigBoard Ukraine/JCDecaux), carried out a uniquely complex procedure for dismantling one of the largest advertising structures in Kyiv - a three-sided rotating outdoor structure measuring 5*12 m (unipole), which was installed at the Paton Bridge road junction.
Unipole was located in the green zone. With the beginning of autumn and cold rainy weather, the land in the green zone became unsuitable for the smooth operation of heavy machinery involved in the process of dismantling such large-sized advertising structure as unipole. In order to install a crane weighing up to 150 tons, there were specially purchased and installed 16 concrete slabs, which strengthened the soil and created a reliable basis for labor-intensive dismantling procedure.
Unipole dismantling was carried out to fulfill the requirements of the schemes for placing outdoor advertising in Kyiv, adopted by the Order of the Kyiv City Council No. 1689 dated December 26, 2017.
It is worth to mention, that the unipole at the road junction of the Paton Bridge was, in its own way, a unique object of outdoor advertising – it was installed in 2002 and became the first advertising structure of such a large format in the city of Kyiv. In due time, this outdoor advertising structure provided completely new, innovative opportunities for advertisers, and also contributed to filling the revenue part of the city budget – just for the last 8 years the amount of paid rental payments has made about UAH 850 thousand.
Social projects for the improvement of the urban environment are one of the strategically important priorities for the BigBoard Ukraine group. First of all, we are talking about projects of modern street furniture - installation of public transport stop pavillions, information columns, kiosks and other constructions that form a comfortable urban environment.
In 2012, the BigBoard company installed the first 2 stop pavillionss of the european design near the building of the Ivan Franko Lviv University. In total, at the initial stage of the project, 7 stop pavillions and 7 informational columns were installed in the historic center of Lviv. Norman Foster - the legendary architect and guru of modern & comfortable urban space, did the design of the established public transport stop pavillions.
All the objects of street furniture installed by BigBoard are made under JCDecaux technology using high-quality and wear-resistant materials that have undergone anticorrosion treatment and ensure reliable functioning for many years to come. For the comfort of people, the pavilions are equipped with comfortable benches, tinted windows and charging for personal gadgets.
As part of the project, BigBoard company invests not only in the installation of the public transport stop pavilions, but also incurs the cost of daily maintenance and maintenance in proper form throughout the whole life-cycle of the object. For the city budget, the modern stop pavilions of Norman Foster are free. This practice of cooperation between the city and business was firstly proposed and implemented by the world leader of outdoor advertising JCDecaux, and today it works successfully all over the world - such objects of street furniture can be seen in Paris, Prague, Vienna, Madrid, New York and other world capitals.
To date, more than 60 public transport stop pavilions have been installed in Lviv using JCDecaux technology, in the future, this number is planned to reach 100 objects. Thus, more than 17% of the city's need for quality public transport stop pavilions will be covered by the efforts of one company, without attracting funds from the city budget.
BigBoard Ukraine has been successfully implementing projects of street furniture for more than six years in Kyiv, Lviv, Odessa, Kharkov and the Dnieper. The company plans to develop this line of activity, which demonstrates the effectiveness of the city and business cooperation, and the modern understanding of outdoor advertising objects as an integral and organic component of a comfortable urban space.
At the heart of modern urban development concepts, first and foremost, is the idea of creating a comfortable space for life. The idea of sociality and public services improvement is at the core of complex infrastructural and urbanistic projects, thanks to which modern cities become "smart", integrated people-oriented public spaces. Comfort is felt in details. Today, world-famous architects and designers work on creating beautiful, comfortable and technological elements of the urban environment - street furniture and outdoor advertising constructions - and its functionality is aimed at supporting a holistic and organic city space.
On July 3-8, 2018, as a partner of the festival, BigMedia company (BigBoard Ukraine Group/JCDecaux) presented a modern line of street furniture at ATLAS Weekend - the largest music event in Eastern Europe, which is annually visited by hundreds of thousands spectators. To ensure that the guests of the festival could easily find each other and not to be lost in such a crowded event, a special platform was created (the “bus shelter” and information pavilion) - #BigBoardMeetingPoint - a comfortable and functional meeting place.
#BigBoardMeetingPoint has become, in its own way, a unique location for the festival. The platform itself and all its components were created from street furniture (comfortable “bus shelter”, information panels) by the legendary British architect Norman Foster - a man, whose design has changed the face of many cities all over the world, from Paris to New York, and which is now represented in Ukraine - BigBoard Ukraine has been implementing street furniture projects for over six years in Kyiv, Odessa, Kharkiv and Dnipro.
During the festival, #BigBoardMeetingPoint became a really popular meeting place where people had possibility to relax, to charge a personal gadget and to have fun making pictures in a stylish photo zone. It is also important that visitors were pleased to learn that such street furniture and convenient bus shelters with charging for gadgets are already exist in Ukraine:
"I like to be here. Just recently, I’ve been in Prague, I saw such bus shelters there and, by the way, advertising posters in such a format look very organic, it's beautiful! I think, such small things makes Ukraine to look like a real European capital. It is pleasant to stay at such a bus shelter, and it is convenient that there is a charging for the phone and the glass is tinted - it protects from the sun quite good. And it is just cool!) "- says a young man, one of the visitors of the platform, while waiting for a meeting with the company of friends.
#BigBoardMeetingPoint and experience of direct communication with people at ATLAS Weekend, once again proved and demonstrated the advantages of a new approach to outdoor advertising, as to the integral part of a comfortable urban environment created for a person.
#bigboardmeetingpoint #bigboard #bigmedia #outdoorfurniture #outdoor #ooh #atlas #atlasweekend
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."
Yuriy Charukha is a professional, expert in the communication industry with a long-term experience in the outdoor advertising market of Ukraine; being the one of the most active participants and initiators of the ICOA creation, he is going to chair the Committee Board not for the first time.
Yuriy Charukha, director of BigBoard, head of the ICOA: "The creation and implementation of common standards in the field of outdoor advertising, consolidation of the market and the formation of transparent conditions for its activities, as well as improving the quality of technologies and research tools will continue to be the main areas of ICOA activity in 2018."
The total investments of BigBoard Ukraine Group into the project, including maintenance costs, amount to UAH 6 500 000. The installation costs amount to UAH 4 500 000. However, for the city and its people the initiative is free of charge.