In an ambitious move to redefine the outdoor advertising landscape, Georgia’s leading outdoor advertising company Alma has announced plans to spearhead innovation in the field and develop data-driven strategies in the coming years. The company is committed to enhancing its offerings by promising clients more effective, technologically advanced, and creatively-engaging advertising solutions that will maximize results for their brands.
“Alma is more than just an advertising channel for businesses; we are a reliable strategic partner, ”CEO Giorgi Trapaidze told Golden Brand.
“Our primary goal is to transform outdoor advertising into a data-driven channel that closely aligns with digital marketing. We plan to offer our clients more effective, technologically advanced, and creative advertising solutions that deliver maximum results for their brands. Ultimately, we aspire for Alma to be recognized in Georgia as a company that boldly sets industry standards and creates new opportunities for businesses.”
With nearly 30 years of experience, Alma has been revolutionizing the country’s outdoor advertising industry with innovative campaigns. The company provides comprehensive solutions for outdoor advertising campaigns to help businesses reach a wider audience, enhance brand awareness, and build credibility with customers.
One of the company’s standout features is its exclusive advertising rights in prime locations throughout Georgia. Alma holds the privilege of advertising at Tbilisi and Batumi international airports, while the company’s strategic placement in public transport systems, such as metro stations, buses, and bus stops, ensures widespread audience engagement.
The company has once again introduced an innovative product to the Georgian market by allowing users to place advertisements on synchronized monitors. Please provide insights into this product and discuss its advantages.
This year Alma launched an innovative advertising platform featuring synchronous content on monitors. We believe the Georgian outdoor advertising market has evolved beyond traditional methods, prompting us to continuously provide modern and distinctive advertising formats.
Synchronous monitors present a fresh and engaging opportunity that enables brands to enhance the effectiveness of their campaigns significantly. This technology allows for the creation of creative and unconventional advertisements, incorporating dynamic visuals that capture viewers’ attention and create a lasting visual impact.
In general, how is a specific product introduced to the advertising market? What criteria do you use to select these products, and how open is our market to innovative ideas?
Outdoor advertising is a unique advertising channel that requires brands to communicate their messages effectively and purposefully. To achieve this, we rely on comprehensive market research to inform our decisions. We begin by thoroughly examining our customers’ needs, expectations, and the strategies established within their industries. Additionally, we actively monitor global trends and assess how these can be adapted to fit Georgian society. Although there is often initial hesitation towards innovative ideas, we have found that once customers observe tangible results and increased brand awareness, their interest tends to grow significantly.
What were the major highlights of 2024?
In 2024, Alma reached a significant turning point with various innovations and important projects, the highlight being the exclusive right to outdoor advertising in the Black Sea resort city of Batumi. This achievement stands out as the largest and most important project for us, establishing a new standard for outdoor advertising in the city and offering brands fully customized and effective advertising solutions.
We also launched new initiatives to prepare for upcoming projects in 2025. A key innovation we introduced was synchronous monitors, which opened up new possibilities in the Georgian outdoor advertising market. These monitors were installed in new locations, including the Muse statue in front of the Tbilisi Concert Hall and the Aghmashenebeli Alley again in the capital city, both of which are now operational.
In 2024 Alma also laid the groundwork for a significant infrastructure project with the addition of a pedestrian bridge on Chabua Amirejibi highway in Tbilisi. This project not only improves the urban environment but also makes movement safer and more comfortable for citizens. The bridge serves as a new stage for us, turning outdoor advertising into more than just a commercial space; it becomes an element that provides real value to society. Innovative monitors were also installed in the bridge area, giving brands exceptional visibility in an important transport and pedestrian zone.
Beyond technological advancements, we began collaborating with research organizations to create a new system for evaluating the effectiveness of outdoor advertising in Georgia. Our goal is to provide brands with transparent, results-oriented, and highly effective advertising solutions.
For your successful efforts over the past year, the company has received another Golden Brand Award. What is the main factor contributing to the success of the Alma team?
The key to our team’s success lies in our commitment to continuous development. At Alma we are never satisfied with our current achievements; instead we consistently seek out innovations, monitor global trends, and strive to implement best practices in Georgia. The ongoing development of our products and services, our analysis of market demands, our creative approach, and, most importantly, the professionalism of our team have been crucial to our progress. Our employees keep a close eye on changes and are always prepared to be the first to present customers with innovative and effective solutions.
Tell us how you got into the outdoor advertising industry and how you became the CEO of Alma.
In 2013 I worked in the financial sector as a VIP banker in the corporate lending department. After six years in banking, I felt it was time for a new challenge. At that point, I had no experience in outdoor advertising when I discovered that Alma was looking for a director for their company. I decided to give it a try, went through several rounds of interviews, and eventually became the CEO.
Despite entering the advertising industry with no prior experience, I quickly grasped the nuances of the field and realized that this was where I wanted to build my career. Today I can confidently say that I have found my professional calling in this industry.
What drew your interest to outdoor advertising?
After joining the industry, I quickly realized that it was not only fascinating but also rife with immense opportunities. This field presents new challenges every day, requiring constant innovation, a keen understanding of the city’s pulse, and the ability to effectively convey brand messages through the environment. Building a strong team that shares a common vision was crucial for me. Outdoor advertising allows us to create memorable visual stories and introduce innovations daily, making this field dynamic and continuously full of interesting challenges.
What knowledge, qualities, experiences, or intuitions have helped you in managing the company?
Managing a company and leading a strong team comes with great responsibility and requires a strategic vision. It has always been important to me to create a healthy and proactive work environment where employees are not just task performers but also co-authors of the process. I believe that an individual approach, teamwork in problem-solving, and forming a common vision are key factors that have significantly contributed to the development of Alma.
A successful team is one where members not only excel in their professions but also support each other. Over the years in the advertising industry, I have learned a great deal, listened to many opinions, and ultimately positioned Alma as a trusted outdoor advertising advisor and an innovative player in the market. Our goal is to create projects and platforms that simplify decision-making for our partners, enhance brand influence, and ultimately achieve mutually successful results.
Today we plan and implement highly effective advertising strategies that allow us to not only be a part of the industry but also to actively shape its future.
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