Reklamos prekybos centruose apžvalga
OOH (Out Of Home) mediją atskyrus į Outdoor ir Indoor sritis, pastariosios didžiąją dalį Lietuvoje sudarytų prekybos centrai. Nuo įvažiavimo į stovėjimo aikštelę iki tualetų - reklamos pozicijų apstu, o ir pačių prekybcentrių netrūksta. Kuomet reklamuojama prekybos centre esanti parduotuvė, prekybos centro pasirinkimo klausimas nebekyla, tačiau norint reklamuoti prekes ir paslaugas, kurios nėra patalpų nuomininkai, variantų padaugėja – vien Vilniuje galima reklamuotis keliolikoje didesnių ar mažesnių prekybos centrų, o dar ir pozicijų gausa. Media House nestandartų skyrius parengė trumpą prekybos centrų reklaminių pozicijų apžvalgą ir kainų palyginimą. Šiuo atveju lyginome pagrindinius Vilniaus prekybos centrus, tačiau situacija panaši visoje Lietuvoje.
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Reklamos prekybos centruose apžvalga
- 1. MALLS’ AD POSITIONS MEDIA HOUSE NON-STANDARDS DEPARTMENT 2015
- 2. Akropolis Panorama Ozas VCUP Europa Parkas Outlet Visitors per day (approx.) * 50 000 25 000 25 000 17 000 15 000 12 000 In-house position sales YES YES YES YES NO NO In-house installation of materials NO NO NO NO YES YES Discount to stores 30% 30-50% 50% 50% 50% 50% Restricts alcohol USUALLY NO NO NO NO NO Contract, advance payment? YES YES USUALLY NO NO NO *Average approximation from various sources Vilnius MEDIA HOUSE NON-STANDARDS DEPARTMENT
- 3. PROFIT 80% - 20%STORES OTHERS Almost 80% of positions are booked by stores and around 20% by advertisers from outside the mall* *Amounts vary by malls MEDIA HOUSE NON-STANDARDS DEPARTMENT
- 4. DOORS’ AVERAGE PRICE MOST EXPENSIVE LEAST EXPENSIVE We compare malls’ prices by their doors’ monthly prices average, divided by visitors per month. This provides the most accurate contact price comparison. MEDIA HOUSE NON-STANDARDS DEPARTMENT
- 5. DOORS’ AVERAGE PRICE Akropolis Ozas VCUP Europa Parkas Outlet Average monthly visitors '000 1.500.000 750.000 510.000 450.000 360.000 Cheeapest door 290 € 300 € 300 € 450 € 290 € Most expensive door 1740 € 750 € 300 € 600 € 290 € Average 1015 € 525 € 300 € 525 € 290 € Avg. price / visitors month. 0,0007 € 0,0007 € 0,0006 € 0,0012 € 0,0008 € CONTACT PRICE MEDIA HOUSE NON-STANDARDS DEPARTMENT
- 6. OTHER POSITIONS: Radio All malls offer indoor radio ads. Some, like Akropolis, have spot based prices. Most have daily broadcasting prices. MEDIA HOUSE NON-STANDARDS DEPARTMENT
- 7. OTHER POSITIONS: Promo Akropolis Ozas Europa Price 74 EUR / h 50 EUR / h 150 EUR / day Promo activations’ prices depend on space taken and duration. Most malls have a minimum promo activation time, eg. 4 hours in Akropolis. MEDIA HOUSE NON-STANDARDS DEPARTMENT
- 8. OTHER POSITIONS: Toilets C.E.L.I.B.A.T. operates positions in almost all malls’ toilets. MEDIA HOUSE NON-STANDARDS DEPARTMENT
- 9. OTHER POSITIONS: Outdoor Akropolis has its outdoor positions divided into zones, priced respectively. MEDIA HOUSE NON-STANDARDS DEPARTMENT
- 10. OTHER POSITIONS: Outdoor MEDIA HOUSE NON-STANDARDS DEPARTMENT
- 11. OTHER POSITIONS Price range 400 – 1500 Eur / Month MEDIA HOUSE NON-STANDARDS DEPARTMENT
- 12. OTHER POSITIONS: Lightboxes MEDIA HOUSE NON-STANDARDS DEPARTMENT
- 13. OTHER POSITIONS: Mall specific MEDIA HOUSE NON-STANDARDS DEPARTMENT
- 14. OTHER POSITIONS: Misc With good ideas, everything in a mall can become an ad position MEDIA HOUSE NON-STANDARDS DEPARTMENT
- 15. GET IN TOUCH FOR MORE INFO Karolis.Rimkus@media-house.com MEDIA HOUSE NON-STANDARDS DEPARTMENT 2015