The project stands out for its comprehensive, multi-channel approach to evaluating brand visibility and market positioning across the banking sector. It combined field-based monitoring, content analysis, media monitoring, and audience measurement across four major areas:
Outdoor Advertising. Comprehensive mapping and content analysis of all types of outdoor advertising media across Yerevan.
TV & Radio. Monitoring of banking-sector advertising activity during January–June 2025. The television component also included audience rating analysis based on peoplemeter measurement using audio recognition technology, covering IPTV, digital and analogue cable broadcasting, and terrestrial digital broadcasting, including analysis of time-shifted viewing of up to seven days among Armenia’s urban population.
Online Media & Digital Channels. Monitoring of January–June 2025 data covering online news media, banner and other digital advertising formats, including Meta, LinkedIn and Google Ads, as well as search engines and alternative digital advertising channels.
Public Events & Sponsorships. Monitoring of January–June 2025 data on brand presence through sponsorship of public, business and cultural events, corporate social responsibility initiatives, and creative and alternative events.
This integrated approach provided a comprehensive view of brand visibility, advertising activity, audience reach, and competitive positioning across traditional, digital, and public communication environments.