In the modern world, advertising technologies are radically changing the ways brands communicate with their audience. One of the significant innovations in the Ukrainian medialandscape is the relatively recent digitization of outdoor advertising, transforming ordinary billboards into dynamic canvases for brand creativity. However, as is often the case, at the beginning of its life cycle, not every technology is free from myths and misconceptions. In this article, we will explore six common but incorrect beliefs about the most spectacular format of digital out-of-home advertising — mediafacades.
Based on the research results of IAB Ukraine, the actual figures for the volumes of interactive (digital) advertising market were obtained, allowing IAB to update its table with forecasts for the entire advertising media market. Remarkably, due to digital advertising, the advertising market this year will grow not by a third compared to the previous year but almost by two-thirds — according to updated data, market growth will be 64%.
The largest Ukrainian one dollar store retail chain "Aurora Multimarket" plans to open its first store in Romania at the end of September. This was reported by Maxim Bezruk, the deputy commercial director for key partners of "Aurora." The network further plans expansion into Central and Eastern European countries. Read more about what will be on the shelves in the article.
According to Lashin, currently, 60,000 sq.m out of 148,000 sq.m of rental space is operational. "We have already updated contracts for 78,000 sq.m, and more than 20,000 sq.m are in the final stages. The relaunch is scheduled for autumn (October-November) with a gala concert on December 1, with an active 100,000 sq.m," said Lashin. Expected openings include H&M and Mango, with stores already completing renovation work.
Ukrainian establishments are actively conquering Europe. Aroma Kava operates in Bulgaria, with plans for the opening of Milk Bar in Warsaw and "Chornomorka" in Bratislava. "P'yana Vishnya" already has nearly two dozen establishments abroad. How the Ukrainian restaurant business is trying to carve out its niche in the European market.
"I am a very active consumer, and also a millennial of the highest level," says Kwon. "I am an ad-blocker user. I do everything in my power to avoid ads, despite working in this industry. DOOH is one of the few channels where there is no way to block or limit anything." According to Kwon, one of the most erroneous beliefs about DOOH is that it is purely a tool for the top of the marketing funnel.
Despite challenging war conditions in Ukraine, the shopping mall continues to actively attract both well-known Ukrainian and international operators. "Our team has been preparing for the new season for a long time, attracting new, interesting tenants who will make our tenant mix even more powerful to provide visitors with a wide choice and convenient conditions for shopping and leisure," noted Elena Yatsenko, director of rental at Respublika Park shopping mall.