The FINANCIAL — The dynamic of Ads monitoring in the banking sector in 2010Q1 is very changeable. Peak of the advertising activity in the banking sector is record in February, March slightly has fall behind to the records in January.
In January, the high activity of ads is not specific only to the banking sector, according to national traditions, Christmas and religious holidays which are many in Georgia in January, to the festive mood fixed ads campaigns, are more profitable.
In February was predicted the Ads campaign timeout, but despite this in January and March was noted the highest ads activity.
According to the existing data, we may predict following:
Bank Republic, BasisBank and ProCredit Bank – dynamics of the Ad activity of these banks, repeats the standard dynamics – advertising timeout after the holiday’s campaign. In this period, as usual, new advertising campaign is planning, in accordance with the practice derived from the past, as well as releases a new product with which the company will introduce users to its new ad campaign.
Separate consideration is subject to the dynamics of advertising activity of the of Bank of Georgia and TBC Bank.
TBC Bank has increasing its Ads activity after holiday’s campaign and stood on stabile rate in March and February. Maybe, TBC Bank has planned in advance in January, their future advertising campaign and begin the rectilinear advertisement. We have to predict, if other banks do not implement an active advertising campaign, TBC Bank will not change the amount of its Ads in the coming months.
It should be noted that, perhaps, increase the number of ads TBC Bank will not happen in any case, but in other case, bank can present new product, which will be a novelty on Georgian Bank market and attractive to the users.
We have radically different advertising campaign from the Bank of Georgia – in September, when we usually have advertising timeout, the Bank of Georgia begins aggressive advertising policy and then in period when usually Ads activity is possible, Bank of Georgia changes the aggressive ads campaign and reduces its Ads activity.
The Fact, that Bank use the aggressive advertisement policy may be defined as profitable campaign, but reduction of amount of Ads activate may be considered variously: may be, in February by carrying out the aggressive type of advertisement, Bank of Georgia has reached its goal and that is why after, has reduced Ads activity, or vice versa : Policy of aggressive advertising has not worked and banks leaders made decision to take a timeout before new Ads campaign.
On TV channels, amount of Ads are in logical correlation with Banks activity. The only difference is a significant increase in the number of television advertisements on Rustavi 2. On Imedi, the amount of TV Ads are also increased, but not to such an extent as on Rustavi 2.
As we have already noted, we have a big amount of TV Ads in February. But important is, that amount of TV Ads of Bank of Georgia on Rustavi 2, are in 3 times more than amount of the same bank TV Ads on Imedi. And the same proportion we have in February. Supposedly, for Bank of Georgia, the TV Channel Rustavi 2 is more priority, and that is why bank’s Ads activity, mainly goes on this channel. In February, the Bank of Georgia reduces the advertising activity and, consequently, reduces the number of television commercials on Rustavi 2.
TV Imedi can be called a priority for the TBC Bank- the most part of TV commercials of Bank are on this channel. Besides this, not so little amount of TV Commercials passes on Rustai2.
In general, the aggressive Ads Campaign of Bank of Georgia was realized on Rustavi 2. In period, when Bank of Georgia reduced Ads amount, on Rustavi 2, the amount of Commercials on Rustavi 2 has reduced too. It should be noted that the Bank of Georgia does not change the priority of channels; the bank changes only the number of television Ads. On this basis, we can assume that in the nearest future, the change range of the Bank of Georgia is not scheduled. And the changes in Ads activity depend on the policy of the rivals- if Bank of Georgia will notes the activity in the policy of rivals, Bank supposedly will increase its Ads amount. In other case, the amount of Ads will be preserved.
TBC Bank continues the rectilinear Ads policy and if in February for this bank more priority was Imedi Channel, In March period the both Channels became priority. The small changes in Ads amount and changes in the range may be considered as TBC Bank will not increase Ads amount in the nearest future, we should expect new products from the Bank.
When was considered the dynamics of advertising activity in the banking sector in February, it was predicted that based on the time-out in March was to increase the activity of advertising campaigns. Partially justified expectation-Ads activity began Bank Republic, but not with the volume that was predicted. As a rule, stopping the advertising of the product may cause damage to any sector, and so in March, banks have become more active, in April, renovation of other banks is possible.
Temur Tsitsilashvili, Analyst
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