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Networking The City

Alma Quattro has been present on the Serbian market since 1994, when the first organised out-of-home networking was actually established in Belgrade, and later also in other Serbian cities

Networking is perhaps the word that marked the last 10 years of business operations, labour and the development of all industries, including ours. Out-of-home (OOH) is a global phenomenon that has persisted for over 150 years and represents the first large and significant advertising undertaking that has survived all revolutions – industrial, technological, digital and even humanitarian – and that continues to live on today in its original form, with only insignificant changes.

Networking is also a phenomenon that is more relevant today than ever and that, as such, represents the need for people to mutually empower and support one another, to connect business interests and exchange resources.

What did the appearance of new media in Serbia mean for advertisers and the advertising market generally at the time? The establishing of an advertising media network on the streets, where people spend a good part of the day, has provided possibilities and new space to present messages about new products, brands, businesses and services. The new media channel of communication also propelled the creative industries towards thinking innovatively and towards new ideas. Back in 1994, there were just a few TV channels and radio stations, daily newspapers and weekly magazines, while outdoor advertising in its organised form provided a new dimension to advertising and the creative considering of ideas for this new medium on our market.

As with all global providers in the OOH industry, Alma Quattro’s portfolio comprises classic billboards, illuminated billboards, LED and LCD screens, media that we refer to as ‘City light’, and large formats, i.e., bigboards

Since that time, Alma Quattro has gone on to connect thousands of business arrangements, establish hundreds of millions of contacts, with many businesses, products and services having been launched through our network of advertising media, while today, when it is more important than ever before, our company stands for everything that is standard in the OOH industry worldwide.

Bus stop shelters at over 800 locations represent a public asset that is in the service of citizens of Belgrade, while at the same time sending messages from advertisers with over 1,700 advertising spaces.

The public bus stop shelters network is produced, set up and maintained by Alma Quattro at its own expense and through a public-private partnership with the City of Belgrade. The city thereby receives huge budgetary savings because its private partner, i.e., Alma Quattro, both financially and logistically fully services a very important segment in the functioning of public transport.

As with all global providers in the OOH industry, Alma Quattro’s portfolio comprises classic billboards, illuminated billboards, LED and LCD screens, media that we refer to as ‘City light’, and large formats, i.e., bigboards. All the aforementioned media that we have in our offer for advertisers are located in the city in all possible directions, forming a huge network. More than 70,000 square metres of advertising space, which is how much Alma Quattro covers in Serbia, represents a huge media resource and potential made to measure for small and large advertisers.

Alma Quattro will enter the jubilee 30th year of its existence and work in 2024. The world has changed significantly over this period, with cities acquiring a new dynamic and the advertising market becoming more diversified than ever before

The media market currently offers a large number of television channels, only a small number of which have a national frequency, as well as countless cable channels. Mobile phones have become an extension of our hands, while the internet offers us endless content that attempts to gain our attention and prove worthy of clicks. In order for an advertiser to retain their “share of voice” in such a diversified media landscape, it is necessary to make multiple additional investments and increase budgets in order to achieve the desired reach and advertising effect.

Research conducted at a Europe wide level shows a trend whereby the number of hours spent in front of television screens decreases in more developed societies with highly developed advertising markets. Statistics for Serbia testifies that we are being ranked at the very top when it comes to the number of hours spent consuming TV content. However, demographic research shows that the largest segment of the population comprising the consumer society, and those are people who are employed and financially solvent, spend most of their time “out of home”, on the move, performing their daily activities and routines. For them, OOH is the first source of information about the offers of advertisers, which serves as a trigger for them to access more detailed information over the internet. That’s why every client in our network has their own “share of voice” and why OOH, as the last mass media, offers the best value for money that an advertiser can get.

Alma Quattro will enter the jubilee 30th year of its existence and work in 2024. The world has changed significantly over this period, with cities acquiring a new dynamic and the advertising market becoming more diversified than ever before. “Networking” still remains the key word for the future of our operations, because it is only through networking on the basis of shared values that cities and regions, and the world as a whole, can function adequately and move in the direction of high-quality development.

Importance for the advertising market

The establishing of an advertising media network on the streets, where people spend a good part of the day, has provided possibilities and new space to present messages about new products, brands, businesses and services. The new media channel of communication also propelled the creative industries towards thinking innovatively and towards new ideas

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