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À. Scherbakov, the President of Face2Face Advertising Agency

- What can you say about the collaboration of your agency with the company IMTV?

- Only positive moments: the agency Face2Face collaborates with IMTV till March of this year. We place by means of IMTV advertising films of our clients: Remy Martin, Martini, Brahma, Beck's and other.

- What type of advertising do you think the network IMTV is?

- According to the Western terminology it is «Indoor Media Advertisement», i.e. – a multimedia advertising at the points of purchases. In general IMTV is a medium «at the turn» of BTL and ATL, that allows to effectively combine strong characteristics of both advertising modes. That is why the indoor-displays in the network «Ramstore» can be considered as a new, third category: Through-The-Line.

- What peculiarities do this advertising have?

- First, an advertising message is delivered to the audience that is ready for its perception. In contrast to the buyers in the supermarkets, the TV- viewer, watching a film at home, is hardly glad to get advertising information. So, placing our clients’ films on the IMTV displays, we deal with a more «friendly» and ready for the advertisement audience.
Second, promotion materials of alcohol and tobacco at the points of purchases are not so hardly limited by the legislation.

- Do you note any "seasonality" concerning IMTV campaigns?

- Of course, as for each other advertising medium. The cycle is simple: in the beginning of a year - recession, since February - growth of activity, the peak is in March. The demand for the advertising can decrease in summer if you don’t consider the necessity of promotion for seasonal stock, e.g. beer. The lowest level of the buyers’ activity is in August.

- How do you think, what level of efficacy the displays IMTV have?

- The point of purchases advertising is traditionally considered as a category BTL. And in this case the measurement of the efficacy is an influence of this or that activity on the sales. For it's turn, ATL-decisions are called to increase a possession of information about a trade mark for the target audience. E.g. if a potential buyer saw an advertising film on the display in «Ramstore», it doesn’t result in an immediate purchase, in other words doesn’t stimulate the sales. At that such advertising contributes to accumulating of knowledge, and the purchase can be made the next coming or in another shop.
P.O.S.-materials serve for purchase stimulation. Influencing on making of an impulse decision, they, as a rule, don’t work, if the buyer didn’t have an primordial intention to by something of goods. The situation with IMTV is somewhat different: the buyer could come to the shop for bread and see an advertising of washing powder, he could buy the bread and the next time could buy the washing powder.

As for the direct influence of IMTV on the sales, I don’t have any information about any Russian investigation concerning this matter. However I can say that the efficacy of the similar system in the network Tesco in Great Britain is at the level of 10-12%. It can exceed the average level several times more for certain categories of goods. It’s logically to suppose that in Russia the level of sales influences will not be lower. We shouldn’t to consider any single advertising medium as a panacea from all troubles: each medium can propose the greatest efficacy only as an element of an advertising complex, in other words an advertising campaign as such.

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