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Outdoor advertising is one of the most oldest and popular types of advertising in the world. In many occasions, for people, the word advertisement is mostly associated with outdoor advertising products. There is no human, who has no daily connection with outdoor advertising, in spite of his social or material status. The outdoor advertising is used for any target auditory. The characterizing point of the outdoor advertising is that it can attract a wide auditory in a little time. In this approach the outdoor advertising comes after only TV commercials. That is why outdoor advertising has become a principal component of complex advertising campaign.
According to our analysis, private companies approximately lose 25% of their budgets under their incorrectly planned advertising campaigns.
The aim of the outdoor monitoring is to define the accordance of the company’s advertising efficiency with the media plan.
Nowadays IPM Monitoring carries out the total monitoring of outdoor advertising market. We carry out the monitoring of the billboards which are owned by advertising agencies.
Information is resumed twice a month. The information is processed in outdoor advertising program support Outdoor (Board Advertising System) in which in case of each posted advertisement, the information about the advertisement client and advertisement producers is entered in the program; the class of the advertised product, sector and category is also added to the information. In the database the price of the advertisement defined by the price list is also pointed.
Such full monitoring gives an opportunity to the customer to understand exactly when, where, in which part of the city, in what intensity and on what kind of construction was the advertisement posted.
Contact Information:
Giorgi Kvashilava
Advertising Monitoring Manager
Vazha Pshavela ave 16, 0160, Tbilisi, Georgia
Tel: +995 32 2 38 08 21, 2 38 08 62 (int. 116)
Mob: +995 95 411 488
Fax: +995 32 2 38 08 20
E-mail: giorgi_k@ipm.ge
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