Transcript EUROMEDIA & BETA CONS

OUTDOOR COMMUNICATION
OPPORTUNITIES
THE MANY ADVANTAGES OF OUTDOOR ADVERTISING
As a means of communication in public space, outdoor advertising
assuredly reaches its audience. Consumers can't "switch it off" or
"throw it out." They are constantly exposed to it. In this sense,
outdoor advertising truly has a "captive audience." .
Its messages work on the advertising principle of "frequency."
Since most messages stay in the same place for a period of one
month or more, people who drive by or walk past see the same
message a number of times.
Outdoor advertising is efficient. No other advertising medium
reaches as many people, as often, at such a low cost.
Creativity is the key to outdoor advertising! Thus, more and more
advertisers resort to colourful, creative and eye-catching special
projects to convey their message in a memorable and impactful way.
POC STUDY – OUTDOOR ADVERTISING PERSUADES
According to recent study POC (which stands for
Proving Outdoor Works), conducted between January
25th and March 28th 2010 by research company
D&D Research and based on a campaign that ran
exclusively on outdoor, 84% of the respondents
have a positive attitude towards outdoor
advertising. They consider it informative and useful
in real life situations.
 Outdoor advertising is a source of
information for consumers. Thus,
78.2% of respondents indicated this
role of the outdoor campaigns
regarding new products launch and
58.2% think that outdoor advertising
emphasize brands.
For 44% of the participants to the study, outdoor
ads work like a trigger, prompting them to remember
other types of ads for the respective product, such as
TV commercials.
Opinion on Outdoor
POSITIVE OPINION
84,1
I have a positive opinion: they are useful
A comparative demographic analysis of the end
users’ attitudes and opinions shows few differences
across demographic categories. This goes to prove
that outdoor advertising is currently a generally
efficient medium for all demographic groups.
33,8
They are interesting
11,3
They are a source of information
26,4
They are impactful / catch attention
7,6
They are funny / they drive away boredom
2,9
They make the city more beautiful / colorful / light full
2,1
They are useless: wasted energy and money
1,9
I am indifferent to them
3,9
They are too many / annoying / clutter the city / they
bother me
10,1
NEGATIVE OPINION
15,9
0,0
For more details, see the conclusions of the study.
10,0
20,0
30,0
40,0
50,0
60,0
70,0
80,0
90,0 100,0
ABOUT US
With over 15 years of experience, EUROMEDIA has
positioned as leader on the Romanian outdoor advertising
market, through their variety of range, the large number of
panels and the vast national coverage of the network.
The variety of products in our portfolio, as well as the
vast international experience in the field of outdoor
advertising, represent a guarantee of the optimal
communication solutions our companies offer their clients.
We aim to give a new meaning to outdoor advertising. We
aim to THINK outdoor!
Outdoor Campaigns - EPAMEDIA in Central and Eastern Europe.
EUROMEDIA is member of EPAMEDIA, a
forerunner in the development of public space
advertising and leader of the Central and Eastern
Europe outdoor advertising market.
FULL SERVICE – NATIONAL COVERAGE
Full service outdoor communication, for a large portfolio with national coverage.
Specific information: traffic data and conclusions of the outdoor impact study (POC).
EXCLUSIVITY for BUS-SHELTER advertising.
Special offers in KEY RETAIL networks (Billa, Kaufland, Carrefour), SEASIDE, SUBWAY and UNIVERSITIES.
TRADITION and KNOW-HOW for SPECIAL PROJECTS implementation.
STRATEGY AND MEDIA PLANNING
CUSTOM MADE PRESENTATIONS
RESEARCH
CREATION
PRODUCTION
DECORATION
MONITORING
MAINTENANCE
NEUTRALIZATION
SPECIAL PROJECTS: CONCEPT / PRODUCTION / IMPLEMENTATION
EUROMEDIA PORTFOLIO (1/2)
BACKLIT
BILLBOARD
SCROLLER
BUS-SHELTER & CITYLIGHT
Backlits are illuminated
advertising displays which
send light through the ad for
higher visibility.
Backlits are placed on the
ground or on building
facades. They are located in
the main cities, strategically
placed in high traffic areas
such as junctions, certain
streets and boulevards.
Poster type: vinyl (PVC)
Billboards are large
advertising displays (front lit
or unlit), highly visible from
a distance. Billboards are
usually located on road
sides in every city, but they
can also be placed on
building facades, on the
ground and on kiosks.
Poster type: blue back
paper or self adhesiv
Scrollers are dynamic
advertising displays,
illuminated from the inside,
with 3 to 5 rolling posters in
predetermined order and
for set amounts of time
each (usually between 10
and 20 seconds).
Scrollers are placed in
central areas of the main
cities and are considered
premium locations. Due to
their dynamics, the impact
of scrollers is higher than
that of standard panels.
Poster type: scroller
specific paper.
Bus shelters & city lights are illuminated advertising
displays of 1,76 sqm, intended mainly for pedestrian traffic.
They are usually placed on the ground.
Poster type: white back paper.
EUROMEDIA PORTFOLIO (2/2)
TRANSIT
DIRECTIONAL PANELS
TRIVISION
UNIPOL
Transit advertising generally uses
the outside or inside surface of
public transportation vehicles
such as buses, trolleys and trams.
.
Directional panels are
advertising signs whose purpose
is to direct the public to the
advertiser's premises.
Directional panels include flags,
panels and lighted boxes on
pillars.
Particularly recommended for
established brands, trivision dynamic
formats are situated in highly
populated areas and are known to
have a high impact. Trivisions are
ideal for image campaigns, but can
also be used for tactical campaigns.
Unipoles are double-faced large
advertising formats. They can have
a surface of 40 to 80 sqm.
Positioned on heavy traffic
highways and national roads,
unipoles are visible from both road
ways.
Poster type: digital printed PVC,
mounted on metal frame.
SPECIAL PROJECTS AND ATYPICAL FORMATS
Beyond standard media outdoor advertising
lies a full landscape of out-of-home formats to
meet just about any advertiser’s need. Whether
you’re trying to reach a gender, location,
lifestyle, or age-specific audience, or whether
you’re looking to ‘wow’ the masses with an outof-the-ordinary and memorable campaign,
there’s an outdoor format for any of your goals.
Special projects can be done on all types of
panels in our portfolio, as well as on atypical
formats, especially created to serve the
communication needs of our clients (e.g.: floor
graphics, interactive projects, etc.)
It is our recommendation that clients bundle
special projects with traditional ooh formats, for
greater impact and cost optimization reasons.
Atypical formats are also available and they
range from meshes on buildings in key areas of
interest to prisms that can be built anywhere,
from parking lots of the big retail centers, to
high traffic crossroads in the big cities.
OPPORTUNITIES
SUBWAY ADVERTISING
KEY RETAIL ADVERTISING
SEASIDE ADVERTISING
Through our Metrorex panel network, EUROMEDIA
clients benefit from:
- access to a large group of consumers
- frequent and regular visualization of their message by
end users;
This category includes panels in key
commercial areas across the country.
This category includes backlits,
billboards, bus shelters, citylights and
unipoles situated in all seaside resorts.
Seaside panels offer the possibility to
reach large target groups that are
otherwise more difficult to address
during the summer.
Seaside campaigns have a higher
impact (people are more relaxed and
respond better to promotional
messages during holiday season).
- optimal quality of the ads irrespective of weather
Besides the standard media available in subway
stations – city lights, backlits and billboards, our
subway network includes numerous branding
possibilities, such as illuminated boxes inside the
trains, floor graphics, personalization of poles, stairs,
chairs, turnstiles and even magnetic cards.
Panels in the Key Retail category are
suitable for both image campaigns
and tactical messages (sales
promotions, announcements, etc.).
They offer quick sales results as
return on investment and can be
complemented by indoor panels for
greater impact.
Key Retail panels can be bundled to
ensure optimal coverage for a good
price.
CAMPAIGNS CATALOGUE
THANK YOU!
Contact:
EUROMEDIA
Bd. Iuliu Maniu nr 7; Sector 6, Bucuresti;
Tel: 021.224.40.10/ 021.224.48.48;
E-mail: [email protected];
Website: www.epamedia.ro