Studio 1 1 held a presentation for advertisers and agencies, which made a special price offer customers its major competitors - Sales-houses of the Inter (sells advertising channel Inter, NTN, K1, K2, Megasport ) and the New Commercial telegruppy (CNT, New Channel STB, ICTV, M1).
Earlier in the year, the largest selz House to offer our customers a so-called discount for the exclusive - the customer receives a discount of 30%, if not advertising on the channels of competitors. We have set aside 25% of inventory (advertising time .- Ed.) That are willing to sell to customers exclusive Sales House Inter and tubing at a discount of 30% to the price of their exclusive offers. Prices will be fixed before the end of the year, - told the supervisor Sales of the 1 1 Dmitry Lisitsky.
B 1 1 felt that the introduction of Sales Auction House blocks are overcharged advertisers. Recall from 1 July of a third to a halfof advertising time on the channels of the Inter and tubing is sold on an auction.
According to our records, this year, half of all the ratings had been sold on an exclusive agreement with Inter-advertising (included in the group Inter .- Ed.), while last year the figure was 25 % , - said Mr. Lisitsky. In his view, the sale of 25% ether exclusive group of clients Inter will show that are posted on the channel 1 1, you can obtain the necessary mediapokazateli with better quality accommodation.
These terms and conditions offered in private conversations, even three months ago, but so far customers have been slow to pull exclusive contracts with Internet advertising, notes the director of media agencies Mindshare Valery Varenitsa.
positive proposals 1 1 is that they can progarantirovat prices until the end of the year, - said director of media AITICarat Alexander Gorokhovskiy. According to him, the TV in the next season looks at the average audience share of 12%, and in the evening prime - 17% (audience: people aged 18-54 years, in cities with populations over 50 thousand people). The price of feed has always been 15-30% lower. The question is whether they increase the proportion of telesmotreniya, and hence whether they have enough inventory, - noted Mr Gorokhovskiy.
In theory, advertisers could abandon an exclusive location. But often clients prefer a stable relationship with the Sales House. Those who can respond to these proposals - 10% percent, - said director of marketing and sales excellent advertisement (included the group of Inter) Dmitry Dutchin.
into the hands of 1 1 can play perezapolnennost broadcast channels and the NCP team Inter. When demand exceeds supply, the ratings would be bought where they are and where they are cheaper, - said director, Publicis Groupe Ukraine Oleg Popenko. In his view, the proposal would be interesting to feed small advertisers. Major dissolved exclusive, only if the 1 1 will ensure that the client will receive the necessary number of his ratings. A resource is issued for sale at a discount, limited, - he notes. In addition, the introduction in September on channels of the Internet 100% of auction blocks perezapolneniya problem ether ceases to be relevant, - says Mr. Varenitsa.
Irina Mironova
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