Ooh, outdoor
Billboards are the most widely spread advertising carriers. The most common size in Ukraine is 6õ3ì, though 3õ12ì and 4õ3ì can be found. Recently there have been more and more new formats such as supersites and wallscrapes with a general tendency to maximize the advertising space. Advantages: 6x3m-sized billboards are typically placed on busy city streets and intersections in order to attract the attention of the largest volume of vehicular and pedestrian traffic. Billboards can be illuminated or not (all of ours in Kyiv and Cherkasy are). The minimum order is 1 billboard, though in order to reach the maximum number of people, advertisers commonly order a series of billboards starting from 10 surfaces.
Citylight
Citilights – separately situated structures such as bus stops. This is commonly called “street furniture” and carries an advertising space of 1.2õ1.8ì. Advantages: Citilights are noticed by both pedestrians and people in vehicles. Since they are considerably smaller in size than billboards or supersites, they can be placed in the very city center. The target group includes pedestrians and when city transport pulls up to a stop, the passengers often the read ads placed there.
Scroller
Scroller – an advertising construction with inner illumination and changing images. Advertising spaces are: 3õ2ì, 4õ3ì, 1.2õ1.8ì.
Supersite, unipole
Large scale separately situated structure with both inner and outer illumination. The standard sizes are 12õ5ì for unipole and 15õ5ì for a supersite. Advantages: see billboards. Additional plusses: supersites are commonly placed on highways, where, due to the large area, they dominate over many other advertising formats.
Troll
Trolls are advertising carriers situated above the road so that they are seen by both passengers and drivers. The sizes of trolls might vary depending on the city. The standard size for Kyiv is 5õ1ì. Advantages: usually, trolls are used in the city center. Advertising on trolls is an excellent way to attract attention at the opening of a campaign, to tell about a new service, or announce an event or the visit of a star.
Advertising on underground mass transit
Subways often have billboards, light posters (metro lights) electronic displays, prismatrons, TV screens, advertising between escalators, backlights, and are especially suitable for branding on the tunnel walls of underground stations. Stickers and placards are used inside metro cars. Advantages: a large number of advertising consumers. Large numbers of people flow through the metro during rush hour and all of them are exposed to the advertising located there. Since the crowd is mixed, advertising in subways promotes goods and services for the middle class.
Advertising on transport
A form of outdoor advertising, carriers of which are on the outside and inside of transport vehicles. Radio advertising on transport also belongs to the same category.
Copy
Copy – the original layout of an advertising image to be imprinted on ad placards.
Occupancy Schedule. Target program.
Target program – the placement list of ad carriers used in an advertising campaign.
Occupancy schedule – a placement proposal from an advertising structure owner. Occupancy
schedules give the billboard addresses, formats, sides, placement periods and when
they are scheduled to be used. In addition to addresses it is advisable to
specify the company’s unique identifier for the structures, which every
operator should have. A target program can be supplemented by photoliths, which
include photos of the structures, their location maps and a city map with the locations
of all the structures. City maps should clearly demonstrate coverage and
quality of planning.
Standby (1st, 2nd). Reservation. Letter of commitment.
1st standby – a surface that is being held for a prospective client over a definite
period of time. Usually a standby is active for 3 days and after that it is cancelled.
2nd standby – an order placed for a surface already on standby for another client. If
the first client confirms the reservation of these surfaces, he gets them. If
not, the second client has priority. If the second client issues a letter of
commitment, the first client is given 24 hours to either confirm his
reservation or cancel his standby.
Reservation – the rent
of a specified surface by a client for a definite period of time, with the
payment confirmed by a Letter of Commitment.
Letter of commitment – a document which confirms the order to run an advertising campaign,
signed and sealed by the client.
Prolongation
Prolongation – the extension of a contract for the right to place advertising according to the same target program.
Outdoor advertising operator. Media buyer
Outdoor advertising operator – the direct owner of advertising structures.
Media buyer – an agency which specializes selecting advertising surfaces from
various outdoor advertising operators.
Monitoring. Rotation. Photo report.
Monitoring.
Monitoring – a check-up on the conformity and technical quality of an advertising campaign.
Rotation
Rotation – themovement of an advertiser's message from one location to another at stated intervalsthroughout an advertising campaign.
Photo report
Photo report – upon the placement of an order the company which owns the surfaces submits a photo report of the advertising surfaces. Photo reports include close-ups (which shows the quality of posting an ad), remote (which shows the situation of the surface), middle, and night vision (showing the illumination of the surface at night). It can be submitted either electronically (usually as a file via e-mail) or as a hard copy (usually with 10õ15cì printed photos).
Media indicators:
OTS (opportunity-to-see)
OTS – estimation of an advertising structure’s placement, which allows one to determine the percentage of a potential audience that has the chance to see the advertising surface. Relevant factors include:
- turning angle;
- location relative to traffic;
- distance to traffic lights;
- width of the roadway;
- visibility distance;
- competitors’ structures;
- obstructions of the view.
Mathematical modeling and a expert evaluation system are used to estimate the comparative significance of these parameters. The factors are calculated for every driving direction of the traffic “working” for an advertising surface, with up to three directions for billboards on intersections.
GRP (gross rating point)
GRP – a percentage of the number of potential impressions for an advertising or a target program, the calculation of which excludes the gross OTS factor for individual advertising surfaces in relation to the outdoor advertising target audience. GRP is a basic metric for the estimation of the audience for one advertising surface. The sum of the advertising surfaces’ GRPs is a significant indicator that characterizes the volume of an advertising campaign. The average GRP for an advertising campaign is calculated as a sum of GRPs for all the surfaces divided by the total number of surfaces used in the campaign.
ÑÐÒ (cost-per-thousand)
ÑÐÒ – the estimate of the cost for one thousand advertising impressions. A very simple indicator, which is calculated as a ratio of an advertising cost to the number of contacts.
