Efficient media buying substantially save the budget, at minimum by 35-50%. These figures speak for themselves. Free surplus of resources allows increasing weight of the advertising campaign, which makes it more effective. URA Marketing successfully deals with media buying for20 years. Long-term experience of collaboration with leading mass media enables our agency to provide exclusive discounts and bonuses to its clients, as well as ensure airing at the earliest possible dates.
Besides price optimization, URA Marketing also is ready to work out payments schedule, making it the most comfortable for the advertiser.
Promotion in the mass media always was a sign of a strong brand, born to win. Global, local and newly launched brands resort to media support in order to announce themselves widely, win over its place in households and influence individuals’ preferences. Watching advertising from the TV screens, from the newspapers’ pages and street billboards, the consumer is assured that the brand is presented on the market legally, and thus is safe for use. It is also known that in case of groundless statements about the brand, a producer will be accountable, and the law will protect the consumer. All these direct and indirect advantages make media promotion extremely effective.
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However, traditional media is going through a period of sharp competition with virtual technologies and social media. Times of change have considerable influence over the price policy of media vehicles and inventory sales strategy. In such circumstances, effective planning becomes topical as never before. Agency expertise and qualified service are able to optimize a budget significantly and achieve effective placement. Solution of strategic, media communication issues is an area of URA Marketing responsibility. Tracing trends in media, analyzing quantitative and qualitative data, the agency provides the client with objective information, which allows for optimized budgets cover maximum audiences. |
Formation of the media mix of a campaign is an important part of a strategic planning. In order to take effective decisions it is necessary to analyze a whole number of quantitative and qualitative factors of the media vehicles in the given product and target audience context.
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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. |
Since 2007, URA Marketing is an investor in media measurements in Uzbekistan, a cofounder of Media Sovet (analog of Industrial Committee), active member of Tashkent Association of Advertising since 2003.
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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.
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Expertise in media placement in Uzbekistan calls for market knowledge, specifics of brand and media vehicles, the law and latest updates in the advertising sphere. Weighing up this information one may take a decision about media mix selection, budget and promotion strategy.
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The tools will be media measurements, statistical and analytical data, on the basis of which the proposal is created.
1. General information about the country, political form, geography, intellectual and material values.
Affidavits of performance: the agency provides services on traffic management and monitoring of placement (TV – reports by second). Besides air monitoring URA Marketing provides airing certificates from TV and Radio channels. In OOH post-buy includes photo-reports and press-clippings. |
An econometric approach to the budget planning brings media services to a new standard. Upon receiving programs’ rating, data on channels share and audience demography, the agencies crossed the street from a dark side to a bright one, renouncing subjectivity and ad hoc planning. Advertisers also received an opportunity to examine the effectiveness of their investments, learning post-buy analysis and SOV of competitors.
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Being precise control instrument, measurements help to evaluate mass media potential in respect to the given brand, its target audience and promotion plans. They allow increasing weight and effectiveness of an ad campaign, directing the message to those consumers, whom it could interest. |
TV presents the maximum audience in Uzbekistan. Considering the factor of 27 million population of the country, free access to meter channels and 89% penetration (SIAR Research& Consulting, 2008), television becomes most effective promotional channel. This fact is proved by monitoring data, which shows that during times of change advertisers preferred to accumulate their budgets on Uzbek TV, considerably reducing presence on radio, OOH and in the s. This also explains a high level of media inflation which in 2009 reached 67% (UzTV), but has currently stabilized.
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The TV landscape of the country is presented by its own broadcasting channels, as well as cable networks , satellite TV and re-broadcasting Russian television. URA Marketing agency presents full-scale information of each TV channel profile, including national, regional and metropolitan media. |
As an integral part of our life, radio informs, entertains and creates a special mood during the whole day and any hour of the night. Being a companion of audiences of one million , radio arouses a big interest of advertisers in Uzbekistan too. Just in Tashkent there are presently 13 metropolitan radio stations operating , broadcasting in Russian, Uzbek and English. In terms of budget figures, a media plan for radio is much more economical than the one for TV. Selection of a vehicle, specified by the format of the radio channel itself, its geographic cover and audience loyalty, is one more positive factor, allowing the advertisers to reach its consumer.
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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. 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. |
According to some experts’ estimates, the press is ranked in the second position in the expenses of ad volumes in Uzbekistan, giving way only to television. The country is represented by editions of political, social, business, family, entertainment and youth format, and also specialized newspapers and magazines. The main language of the editions is Uzbek, however there is also a Russian periodical, including known Russian weeklies, which can integrate local advertising.
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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. |
In the matter of effectiveness OOH advertising in Uzbekistan contends with the TV. Experts opinions are divided, and in some categories (cellular communications, home appliances, services), experts talk about a bigger influence of outdoor vehicles on urban audiences. One of the facts proving this statement is a compulsory inclusion of outdoor in media mix of platinum campaigns. There are no conducted researches yet regarding outdoor effectiveness in Uzbekistan, agencies and advertisers rely on indirect evidence, secondary data and their own professional judgment.
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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. 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. |
The world is going through a second web-revolution associated with the development of social networks and their growing influence on society. In social networks people can spend a lot of time. They communicate, exchange opinions, photos, video and other content. Social networks bring people together, allowing them to cross time and territorial barriers and get maximum contact with friends and groups of interest. Besides which, they permit each person to express his or her opinions in public and in a moment get feedback.
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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. |