The peculiarity of this planning approach is that the advertiser makes a campaign based on its performance indicators, but not on the physical addresses of ad carriers. In such programs the currency is not the price of advertising plane but the cost of the rating point.
Advertising campaign of Shell aims to support the campaign "Discover Ukraine with Shell!" and is held in April in three cities: Kyiv, Lviv and Kharkiv. Address program consists of 218 planes 3×6 m with the daily volume of GRP from 60 to 150, depending on the city, a monthly coverage for each town or city from 70% to 87% of the city population. Ad inventory for the campaign has been provided by operator of outdoor advertising "Prime group".
"Outdoor advertising has proven itself as a media that is able to communicate effectively with target audience, said Yulia Wakhowska, marketing Director of Shell in Ukraine.— Planning an advertising campaign on the rating points is a rational approach with guaranteed results. Especially during the time of financial instability".
Rostislav Kostenko, managing Director of MediaСom: "Outdoor advertising in Ukraine is a media with one of the lowest cost of contact with the audience, and such a way of purchasing of this media helps to optimize the cost of the campaign with the achievement of the planned media metrics, which is especially important for our customers during the crisis ".
Natalya Reznik De Pirro, head of sales-house "Prime group": "Planning campaigns on GRP gives the opportunity to buy outdoor advertising focusing on clear for advertisers system of indicators — rating, coverage, frequency, cost per contact. As a result, brands get a comprehensive targeted program, which guarantee the achievement of planned media campaign parameters, and operators of outdoor advertising are flexible in advertising inventory sales."
