The document discusses roof top advertising in Moscow and provides details on several prominent roof top advertising sites. It summarizes that roof top advertising delivers strong brand visibility and awareness. It then provides traffic statistics, visibility ranges, and other details for several major roof top sites in Moscow, including the Nord Star Tower, Leninskii Prospekt 2, and sites on Leningradskoe Shosse that have visibility from Sheremetyevo Airport.
2. GLOBAL BRANDS
ARE MEANINGFUL
BRANDS
OUR MEDIA - ROOF TOP ADVERTISING,
DELIVERS VISIBILITY AND PRESENCE.
WE BUILD YOUR BRAND AWARENESS
AND CONSIDERATION.
BUT WHY IS THAT SO IMPORTANT NOW?
The long-standing relationship between people
and brands is broken.
Much of the trust, respect and loyalty people had
for many brands has disintegrated.
In this time of economic unpredictability, brand
image is more than ever your best life insurance
for protecting and developing your market
shares.
It is not enough to be what you are, people
should clearly recognize your corporate identity
and values.
A recent marketing study covering 700 brands,
over 134,000 consumers, 23 countries – shows
that:
Global and meaningful brands® outperform
the stock market by 120%.
Despite this, meaningful brands® reveals
that this disconnect between brands and
people continues with the majority of
people still not caring if over 73% of brands
ceased to exist.
•
•
3. KEY FINDINGS
More than 50% of population worldwide would not
notice if more than 73% of brands disappeared tomor-
row!
Only 20% of brands worldwide make a significant, posi-
tive effect on people’s well-being.
In europe and the us, people would not notice if 92% of
brands disappeared. In Latam it’s 58% and in Asia it’s
49%. In Latam and Asia people are attached six times
more to brands than western markets.
The top meaningful brands outperform the market by
120%.
Being a meaningful brand is not only good for your
market and the community at large, it’s also good for
your bottom line. In addition to outperforming their com-
petitors in traditional brand measures, the top 20% of
brands also dramatically outperform financial leaders
across a spectrum of industries. In fact, meaningful
brands enjoy financial results that exceed those of top
hedge funds. These are financial advantages that are du-
rable, sustainable and disruptive.
•
•
•
4. The analysis includes a measurement called the Meaning-
ful Brand Index (MBI) that uses consumer perception to
compare and track the impact brands have on our lives.
The results show a direct relationship between a brand’s
mbi score and the level of consumer attachment.
Top brands 2014:
For more info: Havas Media / Meaningful Brand Index
•
•
•
MEANINGFUL
BRAND
INDEX (Mbi)
1 GOOGLE 12 P&G 22 ACTIVIA
2 SAMSUNG 13 ADIDAS 23 COCA-COLA
3 MICROSOFT 14 MERCEDES 24 TOYOTA
4 NESTLE 15 SPRITE 25 H&M
5 SONY 16 VOLKSWAGEN 26 AUDI
6 IKEA 17 HONDA
LEROY MERLIN
27 APPLE
7 DOVE 18 28 EVIAN
8 NIKE 19 UNILEVER 29 ZARA
9 WALMART 20 L’OREAL 30 HEINEKEN
10 DANONE 21 STARBUCKS 31 LG
11 PHILIPS
6. In the marketing chain roof top format is clearly the
media building the top of mind effect, driving client
from brand awareness - familiarity - consideration to
purchase and loyalty.
This chain starts with strategic roof top presence and
ends with tactical media such as billboards, tv, internet.
Our media is flexible and can be combined/integrated
into your yearly multi-media plan. Our minimum term of
contract is 1 year only with possible extension.
The cost per thousand contacts “cpt” for roof tops is the
cheapest one among ooh media. In moscow it is roughly
around 48 rru without VAT. The best value money can buy!
Our media is prestigious but indeed affordable and imme-
diately effective: 3 months to launch a new sign.
Combining our roof top format with tactical media will
allow you to make your budget more cost - effective:
pure coverage and tactical campaigns are more and
more expensive and rigid due to the decrease of formats
available and growing concentration of media in the
hands of fewer operators.
Mixing strategic and coverage formats is the solution
allowing you to cover the whole marketing funnel from
brand awareness to client’s loyalty without spending
more.
•
•
•
•
•
•
•
TOP OF MIND
EFFECT
7. HYPER SITES FOR
GLOBAL BRANDS
IN GLOBAL CITIES
ROOF TOPS’
SEGMENTATION
Ultimate domination roof
top site, the most prestig-
ious and visible sign in
the city.
Roof top with massive
audience and impact on
the most strategic arter-
ies and airport roads.
Elite roof top aimed at a
specific audience.
8. CITY LOCATION
1
2
5
3
6
4
7
1
SIDE A
OTS 906 062 GRP 8.97 / Day
Main View Direction: 2
SIDE B
OTS 715 086 GRP 7.08 / Day
Main View Direction: 1
2
OTS 452 482 GRP 5.21 / Day
Main View Direction: 1
3
SIDE A:
OTS 544 454 GRP 5.39 / Day
Main View Direction: 1
SIDE B:
OTS 491 057 GRP 4.86 / Day
Main View Direction: 1
4
OTS 421 443 GRP 4.84 / Day
Main View Direction: 2
5
OTS 438 142 GRP 5.04 / Day
Main View Direction: 1
6
OTS 449 351 GRP 5.16 / Day
Main View Direction: 1
7
OTS 378 180 GRP 3.75 / Day
Main View Direction: 1
BEGOVAYA 3 – NORD STAR
SIDE A
OTS 906 062 GRP 8.97 / Day
Main View Direction: 2
SIDE B
OTS 715 086 GRP 7.08 / Day
Main View Direction: 1
LENINSKII 2
OTS 452 482 GRP 5.21 / Day
Main View Direction: 1
LENINGRADSKOE SHOSSE 33
SIDE A:
OTS 544 454 GRP 5.39 / Day
Main View Direction: 1
SIDE B:
OTS 491 057 GRP 4.86 / Day
Main View Direction: 1
LENINGRADSKOE SHOSSE 120
OTS 421 443 GRP 4.84 / Day
Main View Direction: 2
ZEMLYANOI VAL 612/
OTS 438 142 GRP 5.04 / Day
Main View Direction: 1
DUKHOVSKOI 16
OTS 449 351 GRP 5.16 / Day
Main View Direction: 1
LENINSKII 4
OTS 378 180 GRP 3.75 / Day
Main View Direction: 1
10. ROOF TOP
Begovaya 3 – Nord Star Tower
Size: 33.7 x 6 m
OTS 906 062 GRP 8.97 / Day
1
11. ROOF TOP
Begovaya 3 – Nord Star Tower
Size: 33.7 x 6 m
OTS 906 062 GRP 8.97 / Day
1
12. ROOF TOP
Begovaya 3 – Nord Star Tower
Size: 33.7 x 6 m
OTS 906 062 GRP 8.97 / Day
1
13. ROOF TOP
Begovaya 3 – Nord Star Tower
Size: 33.7 x 6 m
OTS 906 062 GRP 8.97 / Day
1
14. ROOF TOP
Begovaya 3 – Nord Star Tower
Size: 33.7 x 6 m
OTS 906 062 GRP 8.97 / Day
1
15. ROOF TOP
Begovaya 3 – Nord Star Tower
Size: 33.7 x 6 m
OTS 906 062 GRP 8.97 / Day
1
16. ROOF TOP
Begovaya 3 – Nord Star Tower
Size: 33.7 x 6 m
OTS 906 062 GRP 8.97 / Day
1
17. ROOF TOP
Begovaya 3 – Nord Star Tower
Size: 33.7 x 6 m
OTS 906 062 GRP 8.97 / Day
1
18. ROOF TOP
Begovaya 3 – Nord Star Tower
Size: 33.7 x 6 m
OTS 906 062 GRP 8.97 / Day
1
19. ROOF TOP
Begovaya 3 – Nord Star Tower
Size: 33.7 x 6 m
OTS 906 062 GRP 8.97 / Day
BELORUSSKII
STATION
1
20. This roof top is the highest one in Moscow with 174 meters height and it
stands as a modern lighthouse over the surrounding urban landscape.
Site being visible from all sides enjoys numerous view directions from all
corners of the city.
The Nord Star Tower is a high end business centre and home for the hq of
the most influent companies in Russia: Rosneft, Deutsch Bank Russia,
Evroset.
Site is directly dominating car traffic on third ring in both directions and
directly visible from the exclusive 1905 Revolution Street. Due to its scale
it is also visible from the Moscow River embankment from the White
House area and Kutuzovskii-Novoarbatskii Bridge. Site is proposed for
the first time ever for roof top advertising.
Site is strategically located on Third Ring controlling traffic from
Sheremetyevo Airport road to west parts of the city, facing Moscow City
Business District.
Closest roof top sign is vtb sign visible 2 kilometers far on the Federation
Tower in Moscow City Business District. Led night illumination of the
façade’s building powerfully underlines the site presence and visibility.
1.400.000 opportunity to see / day mainly car traffic, 10% of Moscow
population has a chance to see the sign every single day!
BEGOVAYA 3
NORD STAR TOWER:
FACTS AND FIGURES
1
25. This roof top enjoys a length of visibility of 800 meters and is visible from
numerous surrounding streets.
Site is directly facing car traffic on garden ring at the cross section with
Yakimanka street heading to Kremlin and Leninski prospekt heading to
Vnukovo Airport. Audience is mainly middle and upper working classes.
Previous advertisers: Yokohama, Hitachi.
Site controls ideally 4 lanes of packed car traffic heading to Gorki Park,
Kutuzovskii prospekt.
Site stands on top of the metro station Oktyabrskaya and faces the minis-
try of interior and the Central Bank of Russia. Several international airlines
have their hq here and the French Embassy is few hundred meters far.
Traditionally this area was meant for diplomats housing in Moscow.
Closest roof top sign is Panasonic visible in the opposite direction, no
other sign visible in the area.
452.000 opportunity to see / day mixing car traffic and pedestrians
flows from metro station.
LENINSKII PROSPEKT 2:
FACTS AND FIGURES
2
30. This roof top enjoys a record length of visibility of 3 km.
No other roof top sign visible in the vicinity.
Previous advertisers: Samsung.
Ideally located at the end of a long straight avenue, site is con-
stantly visible without any obstacle.
This artery is well known for its massive car traffic on 5 lanes
coming from Sheremetyevo Airport and heading to city
center.
First roof tops signs at city entry are packed together on a
group of towers. These signs will be dismantled soon due to
new ad regulation. Leningradskoe shosse 33 will thus become
the first roof top sign visible when entering Moscow.
544.000 opportunity to see / day including passengers
coming from Sheremetyevo Airport.
LENINGRADSKOE
SHOSSE 33 SIDE A:
FACTS AND FIGURES
3
35. This roof top enjoys a length of visibility of 2 km.
Site is located right at the entry of the city, it is the first roof
top sign visible when entering moscow.
Previous advertisers: Zeiss, JVC, Michelin, KIA.
Ideally located at the end of a long straight avenue and
bridge, site is constantly visible without any obstacle.
This artery is well known for its massive car traffic on 5 lanes
coming from Sheremetyevo Airport, Mega, Ikea mall and head-
ing to Moscow.
Closest roof top sign are Citroen, KIA, and VTB. Citroen and
KIA will be dismantled due to new ad law. Their design and
dimensions are not in line with the law.
421.000 opportunity to see / day including passengers
coming from sheremetyevo airport.
LENINGRADSKOE
SHOSSE 33 SIDE B:
FACTS AND FIGURES
3
40. This roof top enjoys a length of visibility of 2 km.
Site is located right at the entry of the city, it is the first roof
top sign visible when entering Moscow.
Previous advertisers: Zeiss, JVC, Michelin, KIA.
Ideally located at the end of a long straight avenue and
bridge, site is constantly visible without any obstacle.
This artery is well known for its massive car traffic on 5 lanes
coming from Sheremetyevo Airport, Mega, Ikea mall and head-
ing to Moscow.
Closest roof top sign are Citroen, KIA, and VTB. Citroen and
kia will be dismantled due to new ad law. Their design and
dimensions are not in line with the law.
421.000 opportunity to see / day including passengers
coming from sheremetyevo airport.
LENINGRADSKOE
SHOSSE 120:
FACTS AND FIGURES
4
45. This roof top enjoys a length of visibility of 400 meters on a
busy section of Garden Ring between Kurskii and Pavelet-
skaya railway stations.
Site is directly facing car traffic on Garden Ring at low height
making the site very close and visible to car traffic.
Previous advertisers: Real Estate.
Site controls ideally 4 lanes of packed car traffic heading to
Paveletskaya Square.
Site is surrounded by modern business centers concentrating
international companies HQ. No other roof top sign in the
vicinity.
438.000 opportunity to see / day mostly car traffic. This site
on garden ring is definitely one of the most impactful in our
portfolio and at the same time enjoys an affordable budget,
thus making of this site our most cost effective location in city
center.
ZEMLYANOI VAL 61/2:
FACTS AND FIGURES
5
50. This large format roof top enjoys a splendid length of visibility
of 1 500 meters on a busy section of Third Ring road between
Avtozovodskaya and Tulskaya areas. Site is controlling strate-
gic cross section between Third Ring road and Domodiedovo
Airport road.
Site is directly facing car traffic on third ring road with a mas-
sive and undisputed exposure due to his spectacular format.
Previous advertisers: Sharp.
Site controls ideally 6 lanes of packed car traffic heading west
to Leninski prospekt and Kutuzovskii prospekt. Site is close to
premium class mall Erevan Plaza and popular Gagarinskii
mall. Ingosstrakh insurance sign is 100 meters far but does
not affect at all visibility.
449.000 opportunity to see / day mostly car traffic.
DUKHOVSKOI 16:
FACTS AND FIGURES
6
55. This site is controlling traffic on Garden Ring but what makes
it so special is that it stands right at the entrance of the most
famous Moscow park: Park Kultury.
This venue is packed with tourists, families and gathers numer-
ous events, concerts, sport contests, leisure activities and
numerous pr events and shows.
This place is a green heaven in the urban landscape and the
preferred site for moscow inhabitants for a bicycle ride or a
long walk. In winter the park becomes a huge ice skating ring.
Leninski 4 is combining massive car traffic with constant
pedestrians flows and this is quite unique for a roof top in
moscow. No roof top advertising is visible around.
With almost 400.000 OTS per day, Leninski 4 is one of the
most central and visible site in the city and reaches family and
tourists audiences.
LENINSKII PR. 4:
FACTS AND FIGURES
7
56. About us
DEFI is a French company founded in 1977 and since
then has been dedicated to spectacular outdoor
advertising. Offering tailor-made solutions and building
long term partnerships across the world, the company
provides its customers and partners with the latest and
best technological solutions available.
Additionally, with many years of experience in Asia
and Europe, DEFI offers today a global manufacturing
system providing quality signage production and
installation with four production units. The group also
completes this range of services with IKÖNIK Design,
specializing in signage-concept design, consulting and
Europe, Asia, the Middle East and North Africa, DEFI
has operations on a global scale and is focused upon
operational excellence throughout all its divisions.
57. DEFI RUSSIA
YUZHNOPORTOVAYA 5, BLD. 1
MOSCOW, RUSSIA 115088
T +7 495 925 75 70
EUROPE - ASIA - MEA
defi-group.com
GWENDAL MICHEL-GIREAUD
SALES DIRECTOR – RUSSIA
M +7 985 999 1761
SKYPE gwendal8809
