Analyzing the Outdoor Advertising in Macedonia

Outdoor Advertising is a unique media and it communicates to an audience usually in transit and always away from home. OA is visible message 24 hours per day, seven days a wee . !he billboards printed on vinyl have more life than the posters. !hey differentiate in the types of the vinyl, the weather, the manner of placement, the construction, etc. !he vinyl is very resistant and can have a life more than 4 months. !he posters or billboard printed on paper have a life about "# days. Advertising clients can demand better accountability and better proof of return on investment for their mar eting spend. $urrently in Macedonia is still a problem with convincing the customers for advertising. !he people are still thin ing that advertising is something which is not important and it is waste of money and time. Others thin that advertising on radio is much cheaper and has much better impact with the consumers. %t is the most difficult tas in Macedonia & to convince the people why to use outdoor advertising. At least '# ( of the target audience is the people who live or wor close to the advertisement. %t is e)pecting that the OA business from increased requirement for will grow in the ne)t few years for more than 2#( per year in Macedonia. !he grow will be feedbac the domestic companies for advertising, from foreign brand names and companies, from increasing the budget, the entry*s for the new mobile and fi)ed companies, etc. !he e)perts are loo ing optimistic and forecast grows the OA business, because the awareness of the people is much stronger and more understandable. !he companies finally are

getting the point, that the road to success is the Advertising. And now, starts the game and the level of the type of Media which can be select by the potential customer. Many companies in Macedonia are spending a lot of money for advertising. !hey usually spend in different ind of media and the Outdoor Advertising is the one who is still fulfilled with placed advertisement. !hey have portfolio*s with a huge registered list of clients and analyzes can show, that the mostly money last year spent are from the all telecommunication companies, especially One and !+ Mobile. !he ban s are ne)t to them, especially ,-./ ban a0, ,%1 /an a0 and ,2topans a ban 0 and ,3ni /an a0. After the ban s we can include ,Al aloid0, ,2 ops a 4ivara0 and other drin ing and food companies. %ncreased automobile usage means businesses will increase emphasis on outdoor advertising. !he people stay home less and are on the road more, on the ways to their homes, to their wor places, on the way where they are going to drin their coffee and anywhere. !he billboard influences a lot to the pedestrian or vehicular traffic. 5hen the people are waiting on the bus shelters, driving on the rail and bus vehicles, malls, cross roads, highways and etc. !he customer*s have a different ind of feelings and different point of views. 2ome thin 6 ,let the billboard do the wor 0, some other to get something smaller or even bigger. !hrough the research of the effectiveness for the customer*s eye, can be seen advertisements with more than 7.###.### viewers per month or not smaller than 7#.### viewings per month for billboard or any walls cape in 2 op8e, Macedonia. !he high & impact, distance visibility, beautiful illuminated design and other features are researched, as effective methods intended for the customer advertisement need.

!he enormous message as communication type is the most successful medium for using the reach for adult population. %t is a good method of advertising. %t enables people to see the picture of the potential, or build brands. !he outdoor e)posure is heavy more than "'#.### viewings9per month :downtown buildings; in 2 op8e city among the bestselling magazine or even newspaper. !his is strong evidence that outdoor media e)posure is very strong, can give us big information and can play a crucial role in the media plan to cover significant aspects of the mar et, not reached on daily newspapers or magazines. 3nderstanding the customers and using the methods, means communication and data gathering in finding customer information :satisfaction level, use of the focus groups and the surveys;. Out of home advertising can help 8ustify spending money to ma e life easier and more entertaining. As is the case today, it is necessity for companies to spend a great deal on advertising in order to profit from mass production.

Analyses for the best positioning ad in 2 op8e $ity

!he out of home advertisement have to be located on the right position. %n Macedonia the ads on better position are usually more e)pensive than the others which are not. %n the downtown in 2 op8e the frequency and the intensity of the pedestrian and vehicular traffic are increasing and tend to be more increased in the ne)t years. !he frequency on the streets can differentiate and if contains traffic lights or not. %t differentiate and from size of the streets. On that places where can be find big frequency, the billboards and other spaces can be sell easily in 2 op8e. !he price may depend

from the frequency. !hese are the most frequent locations which are used or may be used for outdoor advertising All analyzes are made by researches from the Mar eting and Advertising Agency ,<ertical MM0 2 op8e, in corporation with the !raffic =epartment from 2 op8e city and the Macedonian Ministry of !ransport. !he same research made > years ago, showed for more than 4# ( less vehicle movement through+out 2 op8e $ity than today.

?ffects from the Outdoor Advertising in Macedonia

!he outdoor advertising is the most successful medium for using the reach, for adult population. %t is a good method in choosing the advertising form. %t can be seen the picture of the potential, or the build brands. OA is the most cost effective form of advertising in Macedonia. Outdoor advertising conveys the right message, to the right audience, at the right time, in the right place. Around the Mobile operators can be seen the ads of the same company. One e)ample is when you pass the rail and bus station in 2 op8e, you can see that the most ads are advertisement of One. 2ometimes a picture can be enough to e)press an emotion or idea. %t can say sometimes more than a thousand words. All visual forms of advertising have enough effectiveness and don*t need their creative e)planation. !he outdoor advertising, have a right to beatify and to ma e design and esthetic values within the environment. !he advertisements of $oca $ola or other famous companies are made to loo e)cellent. 5ith the beautiful, e)traordinary firs and $hristmas trees the consumers are captured. As much is the draw and color bettered, the consumers are increasing.

!he visual effect can be proved when outdoor creative designs can be easy to read. %t must be paid attention in choosing the colors. %t can be choose colors with high contrast in both hue :identity of color, such as red, yellow or blue; and the value :measure of lightness or dar ness;. 5ith contrasting the colors the view can be bettered from great distances and colors with low contrast can blend together and obscure a message. !he research demonstrates that high color contrast can improve OA recall by "@ percent. !he Aonts must be easy to read from long distances. Adequate spacing between letter, words and lines can enhance visibility. !he use of humor or drama can influence in consumer decisions and selling products or services. A call to action is effective technique for engaging a viewer. !he advertisements that include addresses, telephone numbers, special offers can produce impressive results in the OA. Another important factor in searching for effective OA is the distance. !he impact which OA unit can produce is relative to the distance from where it can be viewed. !he viewing time can vary by location and media format. Aor larger advertisements such as billboards usually the messages are placed not longer than 7 month and not less than 74 days. %t is the best time for influencing in people*s mind. OA encompass a number mar eting approaches and may vary a great beneficial deal for the companies, since they go with whatever approach or method would be more effective for them. -ot all companies are able to get the ma)imum e)posure from the outdoor ad, when it comes to different types and formats of OA media. As a result, it is difficult for the companies to come to a conclusion, as to why they should invest in OA and ma e that type of trial and error

maneuver. !he fact is that the OA in virtually, is influential on many people because of the way in which individuals are e)posed to the mar eting campaign. !here are so many different types and forms of OA that can be used and the potential companies will have no problem in finding which method wor s best for them. As all vehicles interact with each other, can be seen the powerful effects of OA. 2o many people are e)posed to OA as opposed to other methods, such as advertising in a magazine & which is an approach only beneficial to those that read the magazine. $ompared to those that regularly read the magazines, including the ads, more people are e)posed to OA.