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 trends in 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 GRP Due 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 trends in 2011—2013

–Intensification of dialogue between media and advertisers –And dialogue between advertising industry and society Ukrainian advertising market trends in 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:

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 ecological More 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 media Pricing 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 formed Range of additional options and services will increase

Besides…

ОOH industry will become more socially responsible and ecological: “Traditional outdoor advertising” will fit more in 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-processes Architects 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 prospect for advertisers for society

Advertisers will GET from 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 Frunze businessman, founder of Prime Group All- Ukrainian ООН media owner Thank you for your attention!