Mass media about company

Advertisement in the Moscow metro is one of the most important sectors of Moscow communication market. The amount of advertisement spaces, their number as well the multi-million potential audience speak for the fact that advertisement in the “underground city” takes one of the leading positions among visual communications media. And it isn’t a matter of simple accident that everything that is happening in the metro advertisement market is reflected in the Mass Media. This section offers you some Mass Media publications.

Publications Archive

“Olimp” positions Moscow metro route maps and advertising on carriage windows

Website: www.Outdoor.Ru
23 june 2010

Starting from July 2010 “Olimp” starts to place Moscow metro route maps on carriage windows. This innovation will be implemented in the new type of metro carriages only (“Rusich” carriages). Such maps will be positioned on all lines where the new metro trains run. The map represents a semi-transparent plastic sticker with all familiar colors and map dimensions preserved. The plan is to place six route maps in each car – twice as much as the old-design carriages have.

Stickers with the metro route map are made using the method of offset printing on transparent film. Inside tunnels the image turns bright and is easily read while at metro stations one can see everything through the stickers. The module containing commercial messages is printed independently from the route map on a non-transparent film and may have either a single- or a double-faced image. The module dimensions are 19х45 cm.

“The idea of such metro route maps positioning appeared together with the introduction of the new metro trains and is now being adopted and extended, - says Albert Teplitsky, Deputy Commercial CEO of «Olimp» LLC. - Keeping in mind the fact that “Rusich” carriages practically lack surfaces where usual route maps could be placed, and most of the passengers dislike the format of existing route maps, Olimp’s initiative to carry them over to carriage windows will make it considerably easier for the passengers to find their way in the Metro even during rush hours .”

Apart from passenger convenience the new route maps will be interesting to advertisers as well. The latter ones will get a unique opportunity to place their advertising on an absolutely new carrier inside the carriage constantly located within the passengers’ eyeshot. The recency and location convenience effect will also grow due to the route map itself which is an information source for Metro users. According to the studies carried out by TNS Gallup Media the level of attention to advertising placed on route maps amounts to about 85%. Another important fact is that advertisements on the new route maps are not rigidly attached to the image of metro lines and as a matter of fact are independent advertising stickers.

The Best Commercial in the Moscow Metro Has Been Selected

Website: www.Lenta.ru
19 march 2010

The first prize in the “Creative Work of the Year” contest among most interesting advertising posters placed in the Moscow metro goes to a poster by “Antenna” magazine. This information can be found on the official website of “Olimp” company which organized the voting on this contest. The poster received 26 percent of the votes.

The second prize was taken by a Torro Grill restaurant advertisement with 16 percent of votes, and the third prize was awarded to a commercial poster by TeraFlu company with 15 percent of votes.

This was the second annual contest for the best advertising poster in the Moscow Metro organized by ”Olimp” company, AdMe reports. 12 works, which earlier have been declared to be the best works of their respective months (Creative Work of the Month contests) competed in the scope of this “Creative Work of the Year” contest.

“Olimp” company was founded in 2002 and is currently among 50 largest Russian advertising agencies. “Olimp” provides advertising services in the Moscow Metro.

Metro without Commercial Breaks

Website:www.rbcdaily.ru
4 March 2010

The Moscow Underground will be equipped with plasma screens

“Olimp” advertising agency is investing 6 million dollars to the positioning of over 200 plasma screens in the Moscow metro. According to an interview of Albert Teplitsky, Deputy CEO for Commercial Activity, to RBC daily, such advertising vehicles will be installed at almost every station. “Olimp” experts expect that these investments will be compensated not later than in five years.

According to a source in the market familiar with the process of “Olimp” negotiations with advertisers, a number of them show interest in the purchase of exclusive title to the use of screens straight for a whole year. In particular, according to his story, Craft Foods Rus, one of the largest advertisers, has expressed such intention. However, this information was not confirmed by a Craft Foods Rus representative Elena Andreeva.

Each screen was assembled by an unnamed Russian enterprise at the request of “Olimp” and cost the company 6.5 thousand US dollars. Such high price is explained by specific requirements to dust resistance and durability that the screens must comply with in the metro conditions. «As a matter of fact, our screens represent dynamic posters, Mr. Teplitsky explains. Therefore we decided not to sell their advertising time in minutes but each screen in whole at least for one week ». According to him, an advertiser taking the lease of a poster may demonstrate any of its information on it 80% of the total time. «In each 5-minute advertising block one minute is given for non-commercial, social advertising », he explains.

According to Albert Teplitsky the volume of advertising in the metro decreased by 35% due to the crisis. However, unlike outdoor advertising in Moscow “Olimp” has not reduced its prices, but only introduced a more flexible system of discounts. «There’s no point for us in reducing our prices or in dumping, since our advertisers are sure about the high effectiveness of such advertising », says Mr.Teplitsky. According to the Association of Russian Communication Agencies the outdoor advertising market in Moscow decreased by 41% as a whole in 2009.

Andrey Kuznetsov, AA “VIP Name” Advertising Director finds multimedia screens a promising and well-developing outdoor advertising format: «For the moment this is one of the most expressive and efficient advertising tools. Such screens are easily maintained, environmentally-friendly and can playback dynamic content ». However, he thinks that the way screens will be used by their owners will have crucial importance: «Unfortunately, in pursuit of profit many owners of multimedia advertising tools are constantly increasing the amounts of advertising played back on each separate panel that increases the “advertising noise” that, in its turn, leads to a decrease of advertising perception and reduced confidence in each separate advertising message on the part of consumers in particular ». In this case, Mr. Kuznetsov assumes, the advertiser is going to feel a decrease of advertising payout and pay pass over to another advertising tool.

ALEXANDER KLENIN

Underground kingdom of advertising

Websitehttp://www.outdoor.ru/index.php?id=4177&sku=press58268256&page=0
8 february 2010

Despite the attractiveness of the metro as a media channel experts believe that this market segment is not so clear. Albert Teplitskiy, Deputy Chief Executive Officer for Commercial Activity of “Olimp”, which sells advertising opportunities of underground not agree with this opinion. Every spring TNS Gallup Media assesses the socio – demographic indicators of the metro audience and the advertising effectiveness. With the advent of autumn, “ESPAR – Analitik” measures the volume of the market in metro. Albert Teplitskiy told us about the future of this media.

How the crisis influenced the volume of the metro advertising market?
We have large drop in sales in comparison with 2008 – about 40 % in first half-year. We had a too optimistic look at the second quarter, but those hopes were dashed. Projections were about 30%, maximum 35%. The main part of our costs is rental payment to Metro which we can not reduce. Because of that, 40 % drop of volume for “Olimp” is very painful.

Perhaps, you would not have such a big downturn if you cut your prices?
We talked with the major advertisers that if they keep budgets if we are lowering the prices for advertising placement. Answer was negative: clients simply have no money and cut their budgets.

Do you have clients who totally left metro?
No. All companies only greatly reduced their budgets. Largest of these companies reduced the budgets of more than 50%.

Which categories of clients today lead to the advertising expenses?
That is banks, mobile radiotelephone communication, medicament and clothes manufacturers. Leads for first half-year of 2009 are financial services and banks. They are placed on stickers. Sticker format allows give more information. If in outdoor advertising you see a poster for a few seconds then the sticker you see five minuets minimum. And also, advertisement in underground is entertainment. This has been confirmed by research.

How many direct advertisers do you have?
We have 15% of direct clients. With other we work clients by accredited agency.Generally, we have 50% of local advertisers, the other half is federal and international brands.

In cooperation with the SUE “Moscow metro” and capital advertisement committee you implement an investment program under which up to 2011 planned to invest in commercial development of advertisement in metro about $50 millions.
How the crisis influenced on these intentions?
We had to adjust this program - we extended the period of its implementation. But it was not in connection with the crisis. At the moment we have a number of large investment projects: ongoing replacement of all lighting constructions on new roller boards, installation of plasma monitors. We had another plans, but its implementation stopped due to the technical reasons. The projects we have not turned off because we understand that sooner or later the crisis will end.

You change the light boxes with a static image on the roller-type boards. Do you want to update all 514 carriers?
Yes, bigger part. We are changing to the roller boards 400 light boards of city format 1,2x1,8 which was installed in halls of the stations, ticket halls and passages. Dynamic construction attracts more attention. And because we are paying for the place, it is more interesting for us to place on the same area a few advertisers. Virtually all lighting boards have been replaced with a roller boards.

Planned, that before 2011 in the metro will be installed 1200 plasma panels. But now there are only 12. Why so few?
We intend to install a total of 1,200 monitors and projectors which should be placed on line walls. Projector - a construction that hangs over the place of waiting passengers and allows show videos on the antitheses wall. Such media is widespread in United Kingdom, Milan, Singapore, Honk Kong. But in our country this idea was underestimated. We installed monitors within the framework of pilot project in different locations of stations – on the walls, above the ticket windows. But after that we understood that the monitors in those places are not effective, because people practically do not pay attention at this. Also, its installation was accompanied by enormous technological difficulties. For example, it is very expensive and difficult to lay cable in metro. And there appeared a fresh idea to install monitors in the center of the hall. Such way, it would be visible from any place, including escalator. In the end, we decided to combine our monitors with the columns of emergency call appeared a year ago. We are set on emergency call column special construction and two monitors on top. In 2010 we plan to install 200 of these monitors, two monitors at each of 100 stations. Now it is a pilot project, we are checking content, broadcasting network, building a system of sales.

Which content can be broadcast on screens?
We can broadcast any content. It can be digital posters, rollers with high resolution. All screens are controlled from a single center. We have a studio which is located in the main office building of SUE “Moscow metro”. There is carried a coordination of the screens functioning and production.

What is the cost of placement on the screen now?
An advertising campaign on one plasma panel costs 20 thousand per week and 75 thousand per month. For this type of advertisement there was developed flexible and interesting for the advertisers discount system. In cause of long-term placement at a sufficiently large number of screens discount can reach 45%.

CBS Outdoor in London metro has screens on escalators which change its image during movement. How soon can we see these media in our metro?
We are still not even projecting it. Static billboards on escalators sold quite well. Assess how much we gain from investment in the replacement of one media to another is very hard. The most importantly – that the advertisers with whom we are working will not pay more for this type of media. On the whole, market is not yet ready to take such high technology. Also, advertisers planning budget for the metro by residual principle.

In one of the issues of the magazine we showed the examples of western advertising on the escalators which uses its different parts: tapes, case etc. Why in Russia there is no such advertisement?
Unfortunately we have too high level of vandalism. All advertisement that you see is protected or placed so, that it is unprocurable. Almost every day we are restoring stickers – people scratch it and paint on them. Even throws inkstands in stickers. I remember, that when stickers on the doors only appeared (we placed it at night), at 10 am next day there was no stickers at all. There were terrible scandals with advertisers. Already people do not disrupt stickers. Apparently, all who wanted to disrupt already did it.

Why you are do not use handrails in carriages as an advertising media?
Advertising on handrails we still keep in stock. Occupancy of stickers in carriages is good. And when we introduce a new type of advertising we are make competition for ourselves. Now it is favorably to us to use existing carriers which are popular.

Why you refused to projectors which broadcast an image on the wall?
Because we need to create a flat white screen on the stations. We have a lot of marble metro halls. No one will cut marble which has historical value, like on metro station “Ploshad revolutsii” to place there an advertising media. And it is impossible to hang the bracket there because of high wind load. A lot of metro stations have historical and architectural value and we must pay attention on that. Also, there are vaunted technological difficulties: communications and cables montage etc. That is very difficult, long, expensive and sometimes simply impossible.

Known is an interesting solution as a video wall, when during the train moving advertisement images are formed in the film.
We have this project in development, and I hope that it will appear soon. Technology is simple: static billboards in the tunnel located at a certain angle. To realization of that idea we need long tunnel to the train would get a certain speed and move uniformly. It is not a massive project. Such campaign can not be made for one month. We have already held talks with clients, they are interested. Not yet ready to tell who those clients are. I will only say that it is not mobile operators.

Did you ever think about installation of monitors in carriages?
Yes, we have such project. And it is not so simple too. It is practically impossible to install monitors in the old carriages. We wanted to install it in espacements (where scheme of metro is located). We planed to make screens of big format with size of scheme. If in old modification of carriage it is technologically difficult, than in new carriage espacements are narrow – 20cm, there does not fit. Fix it on the ceiling is impossible too - the threat of vandalism. In Japanese metro, for example, paper posters are fixed on the ceiling. And no one disrupt it. We immediately suggested that it will be burned. We fond not combustible poster and agreed it. We tested it. But we confronted with the opinion that someone will come to the carriage, for example, with ski and touch the poster.

How much time takes testing of a new media?
Before placing of the media we spend a survey. After that we are launching a pilot project, it is checking during one year. After that we collect the views and opinions of passengers and staff of metro.

Which problems, except vandalism, you have?
Firstly, it is an illegal advertisement which placed in carriages. It is almost impossible to battle with that. When the train comes to the depot we are clears excess. Respectively, sticker which was sealed by such advertisement needs a replacement. Metro helps us a lot: they installing phone mufflers which block the phone numbers listed in the advertisement. Police caught people who placing this advertisement in carriage. But if they caught this man, he pays a fine of 500 rubles.

Agency experts say that it is difficult to independently monitoring the placement of advertising in the metro. Do you offer this service?
Sure. We offer to our clients free photoreports and conducts inspections together with the representatives of the client. Regarding the checking of the carriage stickers, client can check the train himself or get to the depot with our employee. We check the presence of stickers every time when the train enters the depot. Reinvent as it needed, frequently every 5 days.
According the contract, “Olimp” has the rights to sell the advertisement in metro before 2011.

What future plans do you have?
We have a lot of plans for the development of advertising in metro. As I said, part of the plans have already implemented (screens, rollers), other part is waiting for its time. So we have a lot of work. And we have enough of enthusiasm, desire and possibilities to work.

In January 2008, you bought the agency “Rekart 31” which is placing an advertisement on public transport stops. Do you satisfied with this purchase?
Yes, we are developing this direction. Today in our holdings resources is about 10000 surfaces at public transport stops. It is inexpensive mass advertisement media which allows us to cover almost a whole territory of Moscow
and Zelenograd.Local clients and small advertisers are placing their advertisement on public transport.

Why the creative in metro is so despondent?
Agree. We have a lot of interesting creative works, but we place only works approved by people. Metro passengers are very conservative and I do not understand why it is so, and every fresh idea is perceived very ambiguously. So we set a task to make creative understandably so to whom it is aimed – to passengers. Posters must not annoy people - they were created to entertain.

How often do you visit the metro?
I am visit metro twice a year, at least. Watching what is happening and changing there. Also, I showed our metro to our western colleagues from CBS Outdoor. They told that we have very large potential for development, because in the Moscow metro is much less advertisement than in London or Tokyo metro. There is only one complication – we are the local media and will never become national.

Albert Teplitskiy’s profile:
Education
Moscow Institute of Steel and Alloys.
Executive MBA - Тhe Moscow International Higher Business School (MIRBIS).

Career
The beginning of the advertising career – company “Dial Electronics”, Advertising Department. In 1994 organized his own advertising agency of full cycle “Almakor”. In 2003 became Deputy Chief Executive Officer for Commercial Activity of the “Olimp”.

Greatest achievement in the profession
Absolutely, all still ahead! As it is banal but life, is full of surprises and overturns.

What can make you to change your sphere of activity/ leave the advertising business?
An offer from which I can not refuse.

What human quality do you appreciate in yourself the most?
Sense of humor.

What surprised you in latter days?
“Avatar” movie (no comments, who watched – understand).

Hobbies
Golf, wine collecting.

Favorite type of rest
Traveling to the new places and countries.

Maria Gromova

"Olimp" chooses the best advertising in Moscow metro

Website http://www.sostav.ru/news/2010/01/26/r4/
26 january 2010

All are invited to select the most original advertising poster to determine the winner of the second annual contest of the “Olimp” company, “Creative of the year”

Like in the past year, guests of website of “Olimp” (www.olimp-m.ru) can find 12 creations which became winners of monthly voting of visitors of our website. As the result of voting, at the end of February will be determined the winner – the most interesting, likely and memorable advertising poster, which was placed in 2009 in Moscow metro.

Among participants, vote for the title of best on 2009, presented posters of famous commercial companies, catering and entertainment companies. Among them – special series for metro of advertising posters of “Kia” automobiles; interesting creative works of «Jacobs», «Alpen Gold», «Western Union» etc. And also, two posters with image of cute cows: one of them “not informed on economic issues” (“Valio”); and “Torro Grill” “cows which cost like vegetables”.

“Not first year we are collecting and publishing on our website the most remarkable advertising works, which placed in Moscow metro, - says Albert Teplitskiy, Olimp Deputy Chief Executive Officer for Commercial Activity. – Frequently, the winners in nomination “Creative of the year” are images which most accurately convey stylistics of metro, or it has been specifically designed for this advertising place. This year had been presented a lot of interesting and original posters. It is very good, that ideas of creators improved from year to year and contribute to improving appearance of Moscow metro.”

You can find creative advertising images and vote on website http://www.olimp-m.ru/creative-media/year/. Vote results will appear at the end of February, 2010.

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Publications Archive