1. On business communication strategy and ecology

2. GroupM in Ukraine since 2007  #1 in the world  #2 in Ukraine  150 persons  More than 60 clients  More than 150 brands  More than 150 campaigns in 2012

3. Advertising groups billings Source: RECMA 2011

4. GroupM top ООН advertisers

5. OOH in media split

6. Importance of top advertisers for industry TV 2012 Top 50 advertisers Market Top 30 advertisers Top 20 advertisers Top 10 advertisers OOH 2012

7. What is ООН for?  Building/supporting brand/advertising awareness  Image  Sales outlets Macro level  Regionality  Coverages optimization  Recency effect Tactical level

8. Key questions to OOH How long locations are lighted (billboards/bulletins/wall murals)? Optimal formats for planning? Are frames cleaned in bad weather? Target audience ? TV regional vs OOH? Lightening as bonus. Service wasn’t provided and there is no compensation? COVERAGE BUILDING PROBLEM? Photo report must be provided only by 12-15 of the positioning month. Is it possible to do this quickly? What is GRP? IF CLATTER IS TOO LARGE, WHETHER 3×6 M SHOULD BE USED? All night light. If it is possible?What extender gives to you?Bonus - layout replacement once a month. Why there is no discount if the replacement is not done? FRAMES OPTIMAL QUANTITY FOR COVERAGE IN CITIES? Should we trust to DOORS? Doors Consulting approach when planning by GRP? Why only part of inventory is researched? How seasonal population migration can be considered? What kind of creative is more visible or effective?? Enhance with extenders! How many 3×6 m should be reduced? Suspension is turned off. May we not to pay? TV VS OOH Does SOV planning approach can exist? How non-standard constructions efficiency can be estimated? Should we buy by GRP? 20 boards vs 1 brandmauer? Why can’t we get a picture immediately after posting? How many extenders should be bought in every city? WHAT COVERAGE IS AFTER 20 FRAMES BUYING? Is benchmark DOORS 50+ GRP per a day relevant? Can we have “extra hanging” for days we lost when gluing? THERE IS A FEAR ABOUT LACK OF GOOD POSITIONS! Mobile billboards vs standard? Where the coverage is bigger? Extenders efficiency calculation?

9. What is more effective TV or ООН? Media mixOOH supports TVOOH as key media ООН as the only media Campaigns number in 2012 753314

10. Inventory researched ? Not researched Researches are not bought Researched

11. 18+ audience is 35 574 000 persons CityPopulationResearches Coverage building model Krivoy Rog 661,880 +- Mariupol 486,060 -- Makeevka 394,332 +- Sevastopol 381,385 +- Gorlovka 279,230 +- Researched Not researched

12. Problems with coverage construction model AddressTotal GRP Coverage, % per a day Coverage increase Kirovogradskaya Str., at the intersection with Phrometrovskiy Descent000 1, Dovzhenko Str., at the intersection with Eugene Pottier Str.000 4, Moskovskiy Lane on Mayak plant side000 30, Perova Blvd between Petra Zaporozhtsa Str. and Suleymana Stalskogo Str.4.84.840 Sorokaletiya Oktyabrya Prospect, at the intersection wit Zhukovskogo Vasiliya Str.5.65.64.74.718% Geroev Stalingrada Prospect, between Mate Zalki Str. Moskovskiy Prospect6.86.85.25.211% Bazhana Nikolaya Prospect, next to Osokorki metro station8.28.26.36.321% Grechko Marshall Str., between. Severo-Syretskaya Str. and Internatsionalnaya Square8.98.96.86.88% Pobedy Prospect, opposite Nivki park, on the separator10.88.38.322% 2 а, Lesya Kurbasa Prospect, at the intersection with Timopheya Strokacha Str.12.19.39.312% 9, Bratislavskaya Str., at the intersection with Lesnoiy Prospect14.110.816% 31/1, Teligi Jeleny Str., at the intersection with с Olzhich Str.15.711.24% Brovarskoy Prospect, between Chernigovskaya and Lesnaya metro stations16.711.96% 14/16, Elektrikov Str., Industrial zone17.112.23% Druzhby Narodov Blvd, at the intersection with Geroev WOW Square18.512.31% Naberezhnoe, between Parkovyy Bridge and Metro Bridge138.78.7-29%

13. Part of formats is not researched

14. Contacts number in OOH is growing (e. g. Kyiv) OTS vs. Contacts number for 1 person

15. Heterogeneity in Ukraine 200 9540 Lutsk Iv.-Phr. Khmelnitskiy Vinnitsa Cherkassy Zaporozhe Rovno Zhitomir Poltava Lvov Chernovtsy Ternoplo Sumy Chernigov Lugansk Kharkov Kiev Simferopol Nikolayev Odessa Kherson Donetsk DnepropetrovskUzhgorod Kirovograd

16. Advertising noise should be considered Kiev, March 2013

17. How to break through the clatter Advertising volume Creative Non-standard solutions

18. Creative

19. Non-standard solutions

20. Operational concerns Pricing Quality Posting Fines Photo report

21. Alexander Komarov CEO at GroupM in Ukraine, Belarus and Moldova Thank you for your attention!