ZOOM ON CONCEPT
ZOOM is an indoor communication channel, that functions as a digital
signage television with closed circuit at the metro stations in Bucharest,
retail and Cash & Carry hypermarkets, café bars & pubs and airports.
ZOOM delivers special programs, custom programs, made distinctive for
all clients and suitable with the interests and the slots where we can find the
public.
ZOOM’s mission: only relevant information or entertainment
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WHY ZOOM
The major trump and also distinctive point of ZOOM besides other
forms of media: ZOOM is welcome. ZOOM increases value to the
waiting time, in places where we can find the absence of the public
sources of live-information or another source of entertainment.
ZOOM is the only proximity television in Bucharest, for a massif and
captive public that is moving in routine and has a real desire for a source of
news and entertainment.
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WHY ZOOM
The efficiency of this media channel comes from the small costs that
corresponds to a proposed reach (obtained from the frequency of the
spread. In the area where you can find the plasmas, those are the only
source of TV visual information. A different visual package helps in making
the plasmas distinctive in the background.
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ZOOM NETWORK
ZOOM covers 4 major types of area: metro stations, hypermarket, café bars & pubs, airports.
ZOOM IN is the name of the metro station’s network.
Specific: delivers proximity information.
The segmentation of the content is possible for each station.
ZOOM OUT is the name of the network in café bars & pubs.
Specific: social platform for on-site communication.
ZOOM BUY is the name of the network from
Retail and Cash & Carry hypermarkets.
Specific: shopper marketing device.
ZOOM UP is the name of the network for airports.
Specific: media channel for cosmopolitan public.
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ZOOM IN PROGRAMS
The main principle for the content of the programs is:
APTNESS
to the specific interests, time of the day and the public atitude.
60-70% of programs will be common for all the channels.The rest of 30 –
40% will be specific content for each network.
General content:
News, sport informations, weather forecast, daily news,
proximity content (administrative news,general news,cultural news,
traffic news, etc);
Interaction: general information in real time and at the right place.
Entertainment: humor, fashion, life style, celebrities, tops.
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ZOOM ON THE ADVANTAGES
ZOOM clients have exclusive advantages:
The campaigns are focused and have right content for each client in a different and
positive manner, more than the classic media .
•
The spread of the visuals could be different by stations, stores, café bars &
pubs, depending on the client’s need.
The visuals could also alternate (as a rule, we advise our advertising clients
do adopt this tactic for avoiding the routine and increase public’s receptivity)
The possibility to modify a campaign in a short time
(changing a visual mean while the campaign its still going on)
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ZOOM ON ADVANTAGES
Using ZOOM network, all good speakers have the convenience of using
unique tactics in promoting their brands, their products and their services.
Branded days. Free of costs or exclusively.
Branded hours. Free of costs.
Plus, we could broadcast complete programs for brand and product
placement to maintain the utility value for public.
For example, a program that has 10 minutes “All about Easter” broadcasted in hypermarkets – or “How can you stay connected” –
broadcasted in airports.
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ZOOM IN / ZOOM by numbers and public
ZOOM BY NUMBERS
More than 700,000 passengers with the metro railway (43% people
above age 15, all from Bucharest, according to Gallup, 2008 of
October)
600 plasmas, 106 cm (42’’) diagonal.
16 plasmas for each station in all 44 metro stations.
ZOOM ON THE PUBLIC
77% people under 55 years;
65% females (persons that have the decision for the budget of the
family)
84% active people , busy people
89% have graduated the secondary school or the university
26% are changing at least once the train (increasing their exposure at
ZOOM IN messages).
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ZOOM IN / ZOOM on potential
The public is younger than the media and so, better for speakers.
Contains a big part from the active people (job speaking and average
speaking) that television is loosing from 4 or 5 years.
Until the moment of arriving the train, as long as people are staying on
the platform they are more permissive to information.
Our plan for ZOOM is to became, for people in Bucharest, their only
source of proximity information, the most credible one and also a big
network of websites dedicated to each station.
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ZOOM IN // ZOOM BY PROGRAMMING
Advertising spread: at least one spread of a visual with a 6 minutes loop
time;
Connected to the “up - world”. Weather forecast, traffic, general helpful
information, news.
Profitable:
Personally financial helpful information, from economic news until
convenience acquisitions, campaigns and tops of the most desirable
products.
Entertaining: At the last one third of the day and also in weekend, the
discount is the main reason of all passengers.
Interactive: display of short messages or e-mails from passengers or other
people interested in communicate with this type of public, topographical
sectional or not.
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ZOOM OUT / ZOOM by numbers and public
ZOOM by numbers
74 locations in Bucharest; 7 locations in Iasi.
31% people from Bucharest are going at least once in a month in pubs
and café bars, 14% are going 1- 3 times by month.
It results that more than in Bucharest 750.000 people above the age of
15 are going out in pubs and café bars at least once in a month.
ZOOM by public
50% are going out in the center of the city
64% have less than 34 years
The social statute is more than average.
The income it’s above the average - 36% from people in Bucharest
have a revenue of 1.500 RON.
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ZOOM OUT / ZOOM ON POTENTIAL
The advantage of this communication channel:
Access to a relaxed public, out from the rhythm and concentrated at the
daily problems.
Are people that want to socialize, interested in the social statute, people
sensitive at messages of temptations or sensitive to symbols of welfare.
Teen agers and young people that considers significant their presence
in café bars and pubs, a real positive experience, relaxant.
Couples of the middle class or superior class, with significant income,
above average, paying attention to all that can reveal standing.
Are business partners that are changing the formal area of the office or
the area of a conference room.
For all these categories of public, ZOOM OUT could be an on site
socializing platform and a real source of relevant entertaining.
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ZOOM OUT// ZOOM on programming
Distributes the advertising message - 8 minutes loop time
Fashion
Feminine classification & masculine
Tops (music, phones, etc)
Top movies
High life news
Travel & leisure
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ZOOM BUY / ZOOM by numbers and public
ZOOM by numbers
Present in 8 chains of hypermakets;53 ; 23 stores
Plasmas with 106 cm diagonal located at the pay offices
On the average, the shopping visit for romanian people lasts 2 hours when
buying about 30 products**.
Bucharest: 49% from inhabitants (age above 15 years) are going out for
shopping at least once in a week, in a hypermarket. The rest - 33% go out for
shopping 1-3 times by month*.
The utter: more than 1,4 millions of persons
ZOOM by public
61% are females
27% are not coming to the store with a list.40% have written only the essential
(often the product, seldom the brand)
70% are young (under the age of 35)
88% have graduated the secondary school and the university
9% are family orientated
56% are vulnerable at advertising//sensitive to brands
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zoom buy
sales kit zoom
ZOOM BUY / ZOOM on potential
Efficient for brand construction, with a major relevance of the message
at the place and in the moment that the product may be a number 1
product in shopper’s mind.
Efficient for increasing the sales. How? Using a primary appearance
of a new product or remembering an existing buying necessity
Efficient in increasing the consumption of services and products that
are available in the commercial area of hypermarkets.
Besides these real effects, the message of a brand or of a product that
contributes to the repay in relaxing people and won the “shopping
battle” could bring major benefits also for the brands in which case we
couldn’t talk about decision at the shopping place.
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ZOOM BUY / zoom on programming
Advertising broadcast – 8 minutes loop - time
The programming segments have a meaningful length.
(5 – 10 minutes).
In segment’s interior it will be maintained the balance, between the
infotainment and advertising.
Therefore will be produced programs like “all about…” (pastes, oil, cheese,
chocolate etc), .These programs will deliver for public elements of general
culture and helpful information (recipes, tips & tricks etc)
These programs are supposed to became an extraordinary context for brand &
product placement)
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ZOOM UP / zoom by numbers and public
Zoom by numbers
Bucharest’s Henri Coanda Otopeni International Airport
57 plasma screens (1 with a diagonal more then 2,6 meters)
ZOOM by public
50% from the people that are travelling outside of the country choose the
airplane.
Long exposure to ZOOM UP’s messages:
30 – 60 minutes before check-in
45 – 60 minutes before embankment
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ZOOM UP / zoom on potential
The airport is the place of a beginning road.
ZOOM UP is about destination. With zoom up, you take off before you
take off. It’s the best prepare for travel/ the best adaptation after
landing.
The airport is a modern place, civilized, cosmopolitan by excellency.
As person, the presence in the airport confirms the affiliation (is the
confirmation of a social statute understood as being high.)
With the democratization of the flight, as an instrument of motion, the
public that belongs to airport remains one with a social statute above
the average, formed by persons that most appreciate the standing
brands and products.
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ZOOM UP/ ZOOM on programming
Advertising Broadcast (4-8 minutes loop time)
Principal categories: specific content
Weather forecast/ destinations in function of the flights from the last 2
hours;
Travel/ destination/helpful information: “how to survive big cities”, “how
to survive vacation”, business protocol in different countries, cultural
differences, etc
Relaxation/ helpful destinations: best shopping, best dinning, best
museums, best transport in different big cities.
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For efficiency
Ideal speaking, advertising Digital Signage could be adjusted to this media
content. According to GFK studies – the attention of the buyers at the
advertising visuals is no more than 7 seconds, because of this reason the
Digital Signage visuals must be adapted in such a manner that the message
will be understood independent of the preview of the visual (first or last ultimate
seconds)
First variant – mixed standard TV message and indoor
campaign complete
(billboard) : TV
Second variant – propose the usage of Digital Signage as a media, closer to
outdoor (only billboard)
outdoor campaign completed
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ZOOM ON rate card
You will get detailed rate cards .xls size (Excel)
It exists the posibility of making a campaign in the entire ZOOM network, on a
single channel (in / out / buy / up) or combining more locations of a channel or
more channels.
The calculation is made for a visual that last 10 seconds , and for this we
conssider index 1. This index increase direct proportional with the visual’s
duration (for example – for a visual that lasts 15 seconds, will calculate with
index 1,5)
Different prices for each location, in accordance with : traffic/ potential
audience; area where is located the station (business area: office buildings,
universities, comercial galleries etc.)
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Technical information
Technical conditions visual “landscape”
format 1: .avi 720x430 16:9
format 2: Windows Media Video9 (WMV9) PAL, video bit rate 4Mb, resolution 720x430
16:9
Technical conditions visual "portrait"
format 1: .avi resolution 430x720
format 2: Windows Media Video9 (WMV9) PAL , video bit rate 4Mb, resolution 430x720,
format 9:16 fullscreen
The material must be sent 2 days before the first day of broadcast.
The visual must be send for preview and for obtaining the confirmation before the
campaign starts.
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81 Hypermarket / cash & carry
16 Carrefour
2 Cora
4 Kaufland
23 Metro
11 Real
4 Pic
1 Artima
11
6
81
21
7
42
1
3
Malls
Airports
Pubs and café bars
Medical clinics
Beauty salons
McDonald’s
Funland
Romanian railway network Intercity SNCFR
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zoom sales kit © 2011
OUR ZOOM NETWORKS
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subway stations (42 locations);
airport (Bucharest - Otopeni airport, 57 screens, one with 260cm diagonal);
TAROM aircrafts (incoming & outgoing flights operated with aircrafts having
video system on board)
universities (50 universities in Bucharest, Cluj-Napoca, Oradea);
hypermarkets (national coverage for Carrefour, Metro, Real, Cora, Profi,
Kaufland);
bars & restaurants (60 locations in Bucharest, 13 locations in Iasi);
banks (50 bank branches, 17 sucursale in Bucharest, 33 across the country);
fast food (McDonald’s – 40 locations in Bucharest and across the country, KFC);
Beauty saloons;
Medical clinics – 20 locations.
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contact
MONOPOLY MEDIA
Address:
1A Ion Ionescu de la Brad Blvd.
2nd floor, district 1, Bucharest
Tel: 021 269 34 41 / 29 / 36 www.monopoly.ro