1

Media Market Digest May 2016

2

TV

Grew by 4% vs Jan-May’15 Verkhovna Rada introduced

quotas for Ukrainian TV

p.3-10

Radio

Twice increase vs Jan-May’15 Ukraine's national anthem will

be broadcast twice a day p.28-29

Research & Trends Nielsen consumer confidence

index in the Q1’16 in Ukraine and the world

The most important Internet trends of 2016 by Mary Myker

p.30-35

Digital Gemius has launched online

audience research with real-time data

p.11-17

OOH

Growth by 16% vs Jan-May’15 "Prime Group" announces open

research proposals in OOH

p.18-24

Print

Moderate increase by 17% vs Jan-May’15

p.26-27

Purina Pro Plan: Own digital content project on YouTube

Cases

ZOU Campaigns

p.36-37

3

Jan-May’2016 in term

of WTRP’s vs Jan-

May’2015

4 Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. Data owner is ITC. Processed by “CCM”

Subsidiary Enterprise

Key facts

SOR up to 85% In May’2016

Showed constantly growth during

all the months

May’16 vs Apr’15

EURO 2016 TV viewing

in WTRP’s

Germany-Ukraine

and Ukraine-Northern Ireland matches was watched by

23% and 18% of

Ukrainians* respectively * 18-50 50+

127,1

43,4

34,1

25,7

25,

20,0

18,6

17,3

13,2

13,

Pharma

Food

Telecom

Cosmetics

Hygiene

Trade

Confectionery

Entertainment

Auto

Hot Beverages

10%

8%

20%

112%

27%

0%

21%

31%

27%

-19%

5 Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000WTRPs. Data owner is ITC.

Processed by “CCM” Subsidiary Enterprise

6 out of 8 players in Telecom category lowered their activity in May

Motorola entrance and Vodafone activity increase didn’t stop category drop vs prev. month

Mondelez showed the biggest drop in Confectionery category vs prev. month

Korona and Barni brands weren’t in the air in May

73%

-10%

-49%

-21%

-9%

-15%

-18%

-13%

-30%

-51%

TOP Categories 2016 vs 2015 May’16 vs Apr’16

20,9

17,8

17,0

14,5

13,6

10,5

9,8

9,0

8,9

8,5

Nestle

Procter&Gamble

Pharmak

Reckitt Benckiser

L'Oreal

Kyivstar

Vodafone

Unilever

Ukrnafta

Sanofi

27%

17%

91%

22%

8%

6%

-9%

-1%

6 Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000WTRPs. Data owner is ITC.

Processed by “CCM” Subsidiary Enterprise

47%

22%

-50%

-5%

-22%

-2%

-23%

-35%

-11%

-2%

TOP Advertisers 2016 vs 2015 May’16 vs Apr’16

STB started “The house of a mysterious adventure” (new performance on ) support made Entertainment category growth vs prev. month

ModnaKasta was the main reason of Trade category decrease vs prev. month

Although this advertiser remains the leader by growth vs 2015

Pharmak growth vs prev. month is explained by seasonal antiallergic medications support

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Source: http://goo.gl/8QGBFB

Controversial draft law of Victoria Syumar about new quotas for Ukrainian TV and European production content definition procedure was approved on May 17th with 229 votes of deputies.

Verkhovna Rada introduced quotas for Ukrainian TV and radio

Source: http://goo.gl/1Zm9gz

Inter channel and Inter Media Group holding decided to fight with the new quotas to the last. Here are some words from their statement:

«Inter Media Group is emphasizing, that introduction of any forbiddance constrains TV viewer rights, decreases TV viewing and makes developing of TV branch impossible and leads to the job cuts».

Inter is demanding to cancel the law on TV’s quotas

8

StarLight Sales is reporting about market growth and providing new special offer conditions

Source: http://goo.gl/bCdmye

Commercial ТV-market is continuing to increase higher, then forecasts of market experts. Rate of growth by 25% is being expected according to the results of 2016. Sale-house StarLight Sales is giving access to the unsold inventory during summertime 2016 in reply to the request of media agencies and clients.

Thus, client will receive an additional 50% of bonuses of the increase amount with the growth of the claimed commercial summer budget by 10% or more of the current contract according to the new special offer conditions.

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STB and «Ukraine» channels kept their leading positions in May. STB channel at the head of three audiences and "Ukraine“ channel - of one the same to April. «Ukraine» and ICTV channels has the best May dynamic, however STB showed decreasing of share in all audiences in spite of the leadership.

Top-list of TV channels in May : STB and «Ukraine» channels keeps leading

positions

Source: http://goo.gl/Y95CmN

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Source: http://goo.gl/qnYkHJ

Source: http://goo.gl/aMytkW

Jamala’s performance "1944" became the most viewed video on official «Eurovision» YouTube channel: her performance in the final show has been watched by more then 11 million people.

Final release of the 6th season of STB channel’s show «Holostyak» was shown on May 20th. Indicators of the final release viewing and middle of the season exceeded «Holostyak 5».

«Holostyak 6» was watched better than previous one

Match Ukraine vs Germany at The

Euro-2016: TV viewing

Source: http://goo.gl/efR5Tf

Starting match of Ukrainian national team at The European Championship in 2016 was viewed with the 38,7% of share, 14,4% of rating according to the audience 18+, 50 ths+ and 41,2% of share, and 13,5% of rating according to the audience 18-54, 50 ths+ and was broadcasted by «Ukraine» channel.

More then 4.5 million people watched «Eurovision» in Ukraine

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35,0

30,2

25,4

25,2

22,3

22,2

21,2

18,6

18,2

16,5

Skoda

Beiersdorf AG

Fozzy Group

Nestle

Mondelez

Kyivstar

Mars-Wrigley

McDonald's

Metro

Pepsico

VOD TOP Categories

62,1

52,3

39,1

37,7

33,8

29,6

28,5

26,1

22,7

16,2

Trade

Confectionery

Alcohol

Auto

Telecom

Food

Cosmetics

IT

Restaurants

Hot Beverages

VOD monitoring includes HTML5 formats from the middle of March which caused technical growth of Impressions monitoring data is not stable

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VOD TOP Advertisers &

Source: Communication Alliance, represents 20%-25% of all video ad. Impressions, Mln. Data

processed by “CCM” Subsidiary Enterprise

To get started with advertising on YouTube, there is YouTube Director suite of products is launched. Three products that make video ads more accessible to businesses. With the free YouTube Director for business app anyone can create a video ad for their business quickly and easily—right from their phone. No editing experience required.

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Introducing YouTube Director: A suite of video ad creation products for businesses

Source: http://goo.gl/QRrKOB

Twitter introduces emoji targeting in advertising settings

Source: https://goo.gl/qn5XA4

Now, advertisers can target people who have recently Tweeted or engaged with Tweets featuring emojis. This new feature uses emoji activity as a signal of a person’s mood or mindset — unlocking unique opportunities for marketers.

Facebook is adding maps to its location-based local awareness ads to give brands a better chance you’ll visit their locations. And if you do, Facebook will now start telling brands how many people it thinks actually visited their locations based on these ads.

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Facebook is putting maps in ads and will measure store visits

Source: http://goo.gl/pvw1ou

Facebook tests desktop Pages redesign that drops right-rail ads

Source: http://goo.gl/AYBKxQ

Facebook is experimenting with a new design for the desktop version of Pages that drops right-rail ads from the page, among other changes. Redesigned desktop Pages adopt the changes Facebook made to mobile Pages, such as buttons displayed more prominently atop the page that people can click on to open a business’s app or shop on site.

Gemius has launched a new project, allowing the advertising to monitor the coverage of web sites and services in real time. Website now.gemius.com web page shows evaluates of coverage for a week. Now data is available for the Polish market only.

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Gemius has launched online audience research with real-time data

Source: http://goo.gl/VmSpmO

Test Your Site with Google and See How It Works Across Devices

Source: http://goo.gl/txz2cN

Google introduces an easy way to measure the site’s performance across devices—from mobile to desktop—and give a list of specific fixes that can help website become more efficient for online users.

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11,5

8,9

8,8

5,5

5,1

4,6

4,2

4,2

3,9

3,7

Fozzy Group

Sport Life

Epicenter

Privatbank

Lifecell

Samsung

Riel

Vodafone

K.A.N.Development

Building Design

58%

27%

16%

35%

188%

100%

-5%

-12%

-24%

-17%

TOP Categories

99,6

60,2

44,0

30,1

20,1

17,5

13,6

12,1

11,2

8,0

Trade

Realty

Entertainment

Auto

Telecom

Finance

Sport

Restaurants

Medicine

Tourism

11%

37%

25%

53%

5%

11%

28%

-2%

-7%

Okean Elzy made the biggest contribution to Entertainment category growth vs 2015 while Sun InBev and Russkoe Radio showed the biggest increase vs prev. month

Auto category continues to grow thanks to personal car advertisers

Building Design Company, as a newcomer in 2016, takes 3rd position by investments and 1st position by growth among Realty category advertisers

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TOP Advertisers &

Source: Communication Alliance-OOH, Budget, Mln UAH. Data is processed by “CCM” Subsidiary

Enterprise

2016 vs 2015 2016 vs 2015

"Prime Group" announces open research proposals in outdoor advertising

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Within the framework of research Advertising Effectiveness "Prime Group" announces open offers to study the effectiveness of outdoor advertising, research in the outdoor advertising displays, model calculation of frequency and coverage software. The competition aims public offerings - increasing efficiency studies of outdoor advertising, transparency of methodologies and finding more efficient methods of assessment of outdoor advertising.

Source: http://goo.gl/ovuslH

OutHub. Online platform - digital-approach to planning and purchase of outdoor advertising A unique project called OutHub.Online is the result of a team of experts in the field of ooh-advertising, digital is, web technologies, research and others. This platform makes it fast and convenient planning and procurement of ooh-equipment all over Ukraine with media indicators, geographic location, connection to infrastructure (POI). And its functionality is unique, at least in Eastern Europe

Source: http://goo.gl/JmRJ04

The capital of bridges removed illegally posted advertisements

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In Uzhhorod be dismantled 50 advertising billboards and stretch marks

Source: http://goo.gl/ENCafy

From the beginning, the municipal corporation "Kievavtodor" held dismantle 226 unauthorized units is placed advertising material on bridges and overpasses capital. "Bridges and overpasses are places of high risk and require drivers to concentration and attention. So chaotic placement of advertising media is unacceptable. Kyiv residents and visitors should feel safe, especially on the roads, "- said Gennady Plys.

In Uzhhorod planned to conduct 58 promotional dismantling stretch marks, billboards, billboards that do not meet the Procedure placement of outdoor advertising in the city.

Source: http://goo.gl/Hm4RFW

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Source: http://goo.gl/rQLiy8

Syncing Radio And Out-of-Home: An Actual Thing You Can Do It's possible to sync radio ads and digital billboards to reach drivers with cross-channel messaging – but scale, targeting options and measurement are roadblocks to adoption.

Source: http://goo.gl/ozBAJs

Heineken released the outdoor advertising with extra long hashtag Official Sponsor of the UEFA Champions League Heineken via Publicis Italy placed on light boxes hashtag size of 100 characters.

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Source: http://goo.gl/n1QO3v

One of North America’s largest outdoor advertising companies is partnering with a non-profit on the world’s first-ever live-stream billboard campaign. Lamar Advertising Company is donating the use of hundreds of digital billboards across the United States at no cost to Recycle Across America (RAA) to promote its “Let’s recycle right!”.

Atlanta-based manufacturer and innovator of LED displays, recently launched its NanoLumens Outdoor Gallery Series, a curved outdoor LED solution that can be built in any size, shape or curvature in pixel pitches ranging from 4MM to 9MM for close proximity viewing.

Source: http://goo.gl/aTRGcJ

Manufacturer of LED-screens NanoLumens introduced a flexible and customizable solution for outdoor advertising

World’s First ‘Live Stream’ Billboard PSA Campaign Will Promote Recycling Across the U.S.

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http://goo.gl/HMVrE5 http://goo.gl/FipCXT

http://goo.gl/1cYZaz

http://goo.gl/OHlZdO http://goo.gl/hY6POC https://goo.gl/YNh1YL

http://goo.gl/hY6POC

http://goo.gl/Uf0i4T http://goo.gl/BTkk7f http://goo.gl/iMbvjh

http://goo.gl/U3N3R4

Social Campaign SMS behind the wheel.

Fake Tramp billboard has become a global virus.

Disney. The Mad Hatter Surprise.

Kolcraft created a gigant stroller for the parent test.

How to use the beacons in the outdoor advertising.

BMW and Jung von Matt set the first billboard, which becomes sad when bad weather.

Fox used beacons on buses in London to promote the third installment of its animated “Kung Fu Panda” movie franchise.

http://goo.gl/5X7n0G

Teenage Mutant Ninja Turtles have become a tourist symbol of New York.

Interactive poster has forced the British to stand in position letters.

Billboard JetBlue will tell how far it is from the sea.

All grown up: The evolution of digital billboards.

Creators have turned to cult cars bikes in the social campaign.

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12,1

7,3

4,9

4,1

3,9

3,0

2,5

2,5

2,5

2,4

L'Oreal

Seldiko

Hexagone

Olaynfarm

ChaneL

Fitobiotehnologii

Louis Vuitton

Procter&Gamble

UkrainianNational Lotery

Yves Rocher

79%

7%

188%

61%

281%

71%

341%

64%

-63%

TOP Categories

39,0

32,7

32,4

27,6

14,8

14,1

10,8

8,7

8,3

5,7

Trade

Cosmetics

Entertainment

Pharma

Wear

Auto

Perfumes

Finance

Jewellery

Alcohol

43%

35%

62%

65%

28%

1%

-5%

-7%

-2%

-39%

Brunello Cucinelli and Calzedonia were the leaders by growth in Wear category

Chanel was the main driver of Perfumes category increase

Seldico grew investments in Cosmetics category while Perfumes and Trade category support was decreased vs 2015

The biggest fall vs 2015 in Jewellery category was shown by Zolotij Vіk (together with TV advertising activity growth)

TOP Advertisers &

24 Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise

2016 vs 2015 2016 vs 2015

Cosmopolitan award COSMOPOLITAN Ukraine magazine has launched the COSMOPOLITAN AWARDS in Ukraine, which was awarded for the first time this year. In the world this award is well-known under the name “Cosmopolitan Fun Fearless Award”. The goal of this award is to underline the exceptional and unique achievements of people with independent, cheerful and purposeful character which suits to Cosmopolitan's worldview.

COSMOPOLITAN AWARDS CEREMONY Date: May, 19th. Place: luxury restaurant Praga, summer terrace, Kyiv.

Guests: 450 people (nominees, celebrities, press, advertisers).

Partners of project: AVON, Lamoda, Mondoro, SEAT, Vents, Kreoma Farm, Lora Shen

“Liza" Family Day Third Family Day festival organized by LIZA magazine took place on May 21st in Kyiv. More than 40 000 locals and city guests took part in this wonderful event

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Source: http://goo.gl/oaaix9

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12,0

10,8

7,0

6,5

4,3

4,2

4,2

4,2

3,5

2,9

Natur Produkt

NAT

Victor & Co

Get'man

Zolotiy vik

Megapolis

Russkoe radio

Poltava Distillery

MobilLuck

Crimean WineHouse

21%

30%

45%

57%

100%

TOP Categories

34,9

32,5

21,2

19,2

12,8

12,1

7,9

6,0

5,9

5,8

Alcohol

Entertainment

Trade

Pharma

Food

Auto

Realty

Finance

Education

Jewellery

184%

83%

114%

316%

52%

99%

45%

127%

555%

62%

Radio fall by 4% vs prev. months, repeated the tendency of prev. year completely

Natur Product fall by 77% vs prev. months, but still holds the 1st place by investments and by growth vs 2015

UkrAuto was the leader by growth, shifted from 6th to 1at position in Auto category

TOP Advertisers &

Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise

2016 vs 2015 2016 vs 2015

"Radio Svoboda“ opens access to its archives, which contain records from 1953 to 1995. The best part of their collection is the information used by journalists while working on radio. Also they have a huge collection of propaganda films.

"Radio Svoboda" opens its archives from 1953

At 20 Ukrainian radio stations at 06.00 and 00.00 will sound the anthem of Ukraine. According to Igor Chernyshev, “in turbulent times radio needs the spirit of unity. We want Ukrainian day began and ended with our main melody.”

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Radio flashmob: Ukraine's national anthem will be broadcast twice a day

Source: http://goo.gl/HxEM1b

Source: http://goo.gl/Jmq9t3

National Television Company of Ukraine plans to launch the radio "Voice of Donbass“ in July. Television Company is working on providing new radio with quality content, and the Ministry of information policy - over the technical support of its activities.

NTU is going to launch radio "Voice of Donbass"

The National Council on Television and Radio broadcasting supports creation of a new modern radio station with 100% Ukrainian content. Together with quotas it will be the part of government policy for artists support.

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National Council initiates creation of modern Ukrainian language radio station

Source: http://goo.gl/tKD9VC

Source: http://goo.gl/2yWp6L

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Publicis One announces its local leadership in CEE, nominated by Misa Lukic Regional Chief Executive Officer. Ukrainian office will be led by CEO Oleg Popenko and CFO Igor Krykun. In addition, Oleg Popenko will take on the role of Chief Integration Officer and Igor Krykun will become CFO of the Eastern Europe region.

In Ukraine Publicis One will consolidate Starcom, MediaVest, ZenithOptimedia, Saatchi & Saatchi, Leo Burnett and Publicis Worldwide agencies under one roof. All agency brands will continue to exist and operate within the Publicis One set up. This model is intended to provide clients with competitive advantage by effective usage of available opportunities and through integration, optimization and new approaches.

30

Publicis One Announces its Local Leadership in Ukraine

Source: http://goo.gl/CLqF4s

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Experts concluded what 40% of Ukrainians’ income is spent on GfK Group included Ukraine in European study about retail. Ukrainians spend 40% of their income on food. Utilities spend also grew in 2015 because of tariffs growth.

http://goo.gl/wuhies

http://goo.gl/WfzUju

http://goo.gl/qJMRuh

http://goo.gl/i7gTzP

Most interesting topics discussed on Best Marketing Practices within 17th KMFR Digest of ideas from representatives of not only Ukrainian advertising market, but also Spanish, Romanian and Lebanese

59% of Ukrainians are going to watch EURO 2016 iVOX Ukraine together with MD|OMD as a part of Snapshots project interviewed 1040 online users to investigate Ukrainians' expectations about EURO 2016.

Pharma category advertising review Evgenija Prodaeva, Social Marketing Director at Ekonomika, analised history, reality and future prospects of Pharma TV advertising market, presented her opinion about advertising and other market factors influence on efficiency.

Alphabet strengthens its leading position as the largest media owner in the world. Media Alphabet profits reached 60 billion dollars, which is 166% more than the nearest competitor, Walt Disney. The third position - Comcast.

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ZenithOptimedia published rating of the biggest world media owners by profit

Source: http://goo.gl/8fe1Bq

Nielsen Consumer Confidence Index in Ukraine, reflecting the mood of the online respondents and their expectations for the future, in the first quarter of 2016 fell by 2 points to the previous quarter. Ukraine still takes the second position among the most pessimistic countries in the world after South Korea.

The consumer confidence index in the 1st quarter of 2016 in Ukraine and the world

Source: http://goo.gl/UiK1dG

The new GfK Connected Consumer Index is a ranking of 78 countries and eight world regions that provides fast and direct comparison of how highly connected each population is.

GFK published Connected Consumer Index report

Source: http://goo.gl/nM8gIB

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The most important Internet trends of 2016 Mary Myker, the partner of Kleiner Perkins Caufield & Byers venture fund, published yearly report about technologies, IT and digital trends

http://goo.gl/4XqZQR

http://goo.gl/QSMj48

http://goo.gl/gDfBs1

http://goo.gl/0b90fH

The popularity of mobile advertising blockers increased by 90% The number of adblock users worldwide reached 420 million - that's one in five smartphone owner. According to the data, the popularity of mobile blockers most increased in emerging markets, such as China, India and Pakistan.

Gartner: the boundaries between online and offline marketing are erased. According to the Gartner report, 98% of marketers agree that online and offline marketing are merging, though only one-third said that digital technologies are fully incorporated into their marketing activity.

Digital marketing investments will doubled by 2020 A new study launched by Juniper Research investigated that investments are going to rise from $174 billion in 2015 to $362.1 billion by 2020.

90% of girls 13-17 years old, daily consume content from Youtube, preferring fast and entertaining materials. Also the analysis shows which brands do they choose and what is the most searched on the Internet.

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Info graphics: how do generation Z act in Internet

Source: http://goo.gl/3vtvM2

38% of people who make purchases on social networks, consider themselves as experts on gadgets. These users account for 13,5% Amazon audience, 12,5% - Facebook and 12,9% - Google. They frequently visit Facebook, Twitter, eBay and iTunes.

How do gadget lovers purchase?

Source: http://goo.gl/hNlEls

According to Pamela Marsh, the author of the study and the head of research department of Annalect, cinema plays an important role in young people’s life. This is what marketers can use to build stronger relationships with brands

How do millennialls visit a cinema?

Source: http://goo.gl/7tjw5D

35 * Click on the image works as direct link to the Source

Multiscreen Video: Get the size and the audience right

36

Target

Media

Tools

Decision

Period

Summary

&

Results

37

Purina Pro Plan: Own digital content project on YouTube

Engage consumer in brand communication to grow consideration and drive

image attribute recommended by veterinary. Target

YouTube.com Media

Period of action December2015 – still on air Period

Through integration of media insertions in Display & VOD Ad, YouTube video Ad, Facebook & Instagram video Ad, Video Seeding, Search Ad on Google and Yandex Brand Pro Plan invites to YouTube channel where user can find information about pets caring .

Strong and informative content about different kinds of cats and dogs, their

specification and advice from vet about special caring about them. Drive key message ‘recommended by veterinary’

Shares: 1 069

Likes: 2 014

Subscribers: 1 715

Total Views 1 740 343

Period December - May

Thank You!

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