Media strategists in Uzbekistan meet more difficulties in work than their counterparts in developed markets.  How is it possible to analyze media environment for potential audience and even forecast the effectiveness without any controlling tools?

Agency’s specialists have to operate with the data of their own televiewing questionnaires , correlate current information against historical ratings of Markdata program, based on a people meter system.

In respect to selective of such as radio, press, OOH, internet, transport and so on, the agency relies on so called, secondary data: official statistics, TV and Radio coverage data, circulation of periodicals, expert evaluation, and also its own 21 years experience of activity in the Uzbek market.

Media planning is a tool to foresee effectiveness of an advertising campaign.  Media planning indexes particularly show expected profitability of investments and at post-buy analysis they reveal its actual effectiveness.

URA Marketing will select the most relevant channels of communication to the target audience of your product category. Planning specialists will also define profile channels (Affinity index based), evaluate the presence of competitors on the corresponding lands, depending on the voice share (SOV) and relevant characteristic of the given channel, will advise optimal budgeting of an advertising campaign.

We will also discuss the issues of media placement strategy, explaining relation of the chosen campaign politics and such notions as Gross rating point (GRP) and Reach. When it is necessary to chose “reach maximization”, and at which period it is better to “increase frequency”.  Using which commercials, what duration, what combination of full and tag versions and at which time ensures an increase of your brand effectiveness duringg the launch and continuously thereafter.

In competent media planning the advertising message will be noticed by the target audience most effectively.

Voices and sounds can evoke pictures and arouse the listener’s imagination. A special voice and unforgettable jingle will make your commercial stand out and become popular.
However, some drawbacks relating to the absence of visual picture, not always precise targeting and clutter of the commercial break, can make the message vulnerable, and challenges the agency in the development of creative and media placement stages.
URA Marketing agency possesses strong local competence with 21 years operational experience in Uzbekistan. These factors allow effective placement of brands on the radio stations of Uzbekistan.

On average from just 6 to 8% share of all traditional mass media market of the Uzbekistan ad industry expenses fall to radio. In spite the fact that most popular forms of advertising are radio and television, radio significantly drops behind television and other vehicles. These figures affirm unrealized potential of radio placement, while absence of regular measurements to conduct effectiveness analysis is not favoring them enough for advertisers to use this means.

Lack of measures in the press segment sets limits in applying analysis and estimation tools for media planners. The main index defining press ratings is still a circulation, on the basis of which they calculate CPT, not considering real readership.

Media planers have to operate with circulation indexes, cost and geography of the coverage, relying on the magazine classification to define the affinity of this or other editions, and further detection of audience intersection.

Pertaining to so called “fourteen’s region of Uzbekistan” – Tashkent – OOH takes a strong position. They define three main zones in the capital, their pricing policies are done through an estimate of the general potential audience of a specific location, transport and pedestrian traffic . Value of the sites, as a rule, correlates with effectiveness KPIs.  Premium scrolling constructions concentrated in the business centers of the city are in high demand.
It is significant that media inflation in OOH ad segment is not notable for a sudden change, and is around 5% during last years.

This fact says about stable development of a segment and about deliberate policy of all outdoor operators. URA Marketing service package includes placement of advertising not only in OOH, but also indoors, on transport and at points of sales.

This phenomenon has defined one more aim for media strategists: to use social networks as  channels for promotional activities.
However, social media is a hot topic. Being open on a page or a blog, the brand takes the risk to hear a lot about itself and one should be prepared  for that. The format of two way communication means “listen and speak, speak and listen”, which principally distinguishes social networks from the traditional media. As practice shows, to survive and capitalize on social networks will enable a brand to flourish with a democratic and respective attitude to an audience.

URA Marketing successfully promotes brands on the internet, social networks and blog spheres. The agency is also ready to provide services on placement of direct and “virus” advertising on popular social networks such as “Odnoklassniki”, “Moi mir” and “V Kontakte” for any audience with an Uzbek IP-address.