This month’s topic: Summer – is a holiday season. While all media taking a rest, Internet is working and developing!

TV MARKET. JULY 2015

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WGRP All 18-54 50k+

Jan-July’14

Jan-July’15 +/-

Pharma 183 652 192 358 5% Аlcohol 166 925 96 163 -42% Products 69 983 73 119 4% Non-alcoholic beverages 60 974 66 807 10% Trade 32 260 54 908 70% Communications 38 911 53 795 38% Hygiene 57 339 37 435 -35% Confectionary 49 671 28 254 -43% Transport 22 564 20 441 -9% Cosmetics 36 239 18 657 -49% Finance 17 943 18 514 3% Household Chemicals 37 359 18 128 -51% Perfumes 13 840 12 273 -11% Household Appliances 8 604 8 803 2% Technologies 3 228 6 433 99%

Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media

TOP categories • 13% activity decrease comparing to the same period

of last year;

• Following categories showed a significant growth: Communications, Trade and Computer Appliances;

• Pharma, as before, hold leadership position on TV;

• Cosmetics and Household Chemicals – are the categories with the greatest decrease compared to the same period of last year due to decline in investments by major international companies;

• Confectionary– decrease of activity due to decline in investments by big manufacturers, such as Ferrero, Mars and Wrigley;

• Alcohol – decrease of activity due to entry into force the law about beer advert restriction

Trade: Rozetka.ua is still category driver in

July, hardware stores and Epicenter also increased

Technologies: Internet and TV services active

support by telco Volia and Ukrtelecom

CHANGES IN TOP CATEGORIES. JULY 2015

3 Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media

Significant increase in January-July 2015 showed following categories:

+70% +99%

TV MARKET. JULY 2015

TOP advertisers

• Beer companies AB InBev and Carlsberg Group had gained the leadership due to active support in previous months before Law restrictions entered into force;

• Kyivstar and MTS continue active promotion of 3G Internet services;

• Major international companies such as Kraft Foods, P&G, Reckitt Benckiser etc., continue investments reduction;

• Rozetka.ua is a local player with the most sharp

growth (x12 times vs. 2014).

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WGRP All 18-54 50k+

Jan-July'14

Jan-July'15 +/-

Nestle & L'Oreal 42 145 43 668 4%

Carlsberg Group 17 162 23 091 35%

AB InBev 17 831 21 542 21%

Mondeliz Ukraine (Kraft Foods) 23 320 21 186 -9%

Unilever 17 899 20 109 12%

Novartis 20 514 19 125 -7%

Farmak 19 483 18 799 -4%

MTS GSM 12 461 18 397 48%

P&G 35 468 18 380 -48%

Rozetka.ua 1 409 16 552 1075%

Kyivstar GSM 12 908 15 746 22%

Pepsico 12 872 15 602 21%

Reckitt Benckiser 18 689 14 145 -24%

Ukrtatnafta 16 635 13 481 -19%

Sanofi-Aventis 10 117 13 240 31%

TOTAL 855 115 741 383 -13%

Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media Local players

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Thousands, EqGRP 2015 2014

WEEKLY TV ACTIVITY. JANUARY-JULY 2015

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In July TV activity remains lower than in the same period last year.

At 31st week placement intensity almost reached the level of last year.

Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media

MEDIA MARKET. UPDATED FORECAST 2015: INVESTMENTS

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All-Ukrainian Advertising Coalition updated their forecast for Ukrainian media market dynamics in 2015: Due to updated forecast, after the 20% market drop in 2014, in 2015 situation will slightly stabilize, however, with negative dynamic.

Source: All-Ukrainian Advertising Coalition 2015

М, UAH +20%

-20% -6%

803 1 308

1 742 2 583

4 322

5 540

6 783

5 280

6 735

8 492

9 478

11 367

9 065 8 516

0

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MEDIA MARKET. UPDATED FORECAST 2015: BUDGET DISTRIBUTION

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TV remains traditionally the most popular type of media.

It’s observed outflow of investments from Press with share redistribution for benefit of Internet.

Source: All-Ukrainian Advertising Coalition 2015

TV (Direct + Sponsorship)

Press

OOH

Internet

Other**

М, UAH -22% +28% +26% +12% +20% -20% -6%

43% 45% 45% 45% 43% 43% 43%

36% 33% 28% 28% 22% 18% 14%

12% 12% 12% 13%

13% 11%

11%

3% 4% 5% 7% 18%

23% 28%

6% 6% 10% 7% 3% 4% 4%

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2009 2010 2011 2012 2013 2014 2015F

media trends Other

OTHER MEDIA TRENDS. ТV

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New channel “Savik Shuster Studio” 3S.TV will start broadcast on September 7 Previously, Savik Shuster became a satellite TV channel co-owner, which, after continuous negotiation process, was launched under the title of 3S.TV, also as a site “Savik Shuster Studio”.

Channel programming conception – informational-analytical programs with film screening. Content will be produced by “Savik Shuster Studio”.

It’s planning to broadcast a talk-shows “Shuster live”, news, morning studio, press overviews, “Press-club” project.

OTHER MEDIA TRENDS. ТV

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National Council prohibited another 3 Russian TV channels Russian channels “Russkiy illusion”, “Dom kino” and “Oruzhie” are withdrew from international programs list, according to requirements of European Convention on Transfrontier Television and Ukrainian legislation.

“Dom kino” and “Russkiy illusion” translated films, popularization and demonstration of which are prohibited by Ukrainian State Film Agency, and “Oruzie” airs a fixed number of TV programs, popularizing Russian Federation armed forces.

OTHER MEDIA TRENDS. INTERNET+TV

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“Datagroup” will launch their own television Provider plans to develop satellite and Internet TV-broadcast.

Previously, “Datagroup” started collaboration with OTT-provider oll.tv, but It’s not a barrier for this intention execution.

Soon, “Datagroup” together with French satellite provider Eutelsat will launch television DTH-platform.

OTHER MEDIA TRENDS. INTERNET+TV

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MEGOGO is launching their own “TV channels” Interactive channels look like usual, but with opportunity to watch any film or TV program from programming.

At the first stage MEGOGO introduced 8 channels.

First, who received an access to channels, were LG Smart TV owners and platform web-version users. Soon service will be open for smartphones, tablets and all “smart” TV users.

This project is a foundation for new TV products generation development, when users can participate in actions on device screen.

OTHER MEDIA TRENDS. ООН

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Innovations in Out-of-home advertising New rules of firewalls placement

Firewalls can be placed either on blank wall without windows or on buildings under construction.

When placing them on central house’s facades, 50% of subject should contain building facade elements. Subway news

Kyiv subway carriages was being cleaned from part of advertising: cants and stickers on the perimeter was being removed.

Transparent stickers and piers in frames are available for placement.

OTHER MEDIA TRENDS. ООН

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Kyiv citizens can complain for advert On the utility enterprise “Kyivreklama” website started to work a module “I’m an inspector”, which were created to provide social control of OOH ad placement legality in capital.

Everyone can inform about illegal construction placement and specialist will check information and take measures.

To identify which advert is illegal visit website kievreklama.kiev.ua.

OTHER MEDIA TRENDS. INTERNET

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President signed a decree about 4G technology adoption in Ukraine 8 mobile operators voiced over the willingness to fund researches and participate in preparation of 4G adoption in Ukraine.

According to decree, tender for licensing the 4th generation communication will be held in 2017.

OTHER MEDIA TRENDS. INTERNET

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Platfor.ma launched the service, which allows to sponsor media Internet magazine Platfor.ma and “PrivatBank” are launching service, which allows users to make regular money transfer for internet recourses, charitable foundations and volunteer organizations benefit.

By using a special widget on the website, everyone can choose any fixed amount of money, which will be automatically written off from bank account each month. It’s possible to refuse from money transfer at any point.

Main innovation idea: easier to help and easier to ask about help.

OTHER MEDIA TRENDS. INTERNET

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Snapster by “Vkontakte” vs Instagram: Russian social network bans links to app “Vkontakte” don’t support Instagram links any more. Such changes are connected with Snapster app launch, which was announced as Instagram’s competitor.

Now, instead of a link, a profile avatar/photo will appear, which user would like to refer on or unclickable text.

Social networks synchronization is still working.

On the moment of Snapster launch, it wouldn’t be ads and opportunity to publish video in it.

OTHER MEDIA TRENDS. INTERNET

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“Vkontakte” monetization Music will became paid

Network signed peaceful agreement with Sony Music on the subject of abusing rights for its music. Parties have arranged about music legalization and income sharing. Music will be available by paid subscription on a mobile devices and with advert watching on computers . Paid promo posts in feed launched

As apposed to advert in groups, promo posts are building-in straightly into users feed, regardless of his subscription for publics with similar themes. Such posts will be looks like usual, but marked as advert.

Such innovation is targeted on increasing Mail.ru Group income from social network.

This format is available only in desktop version, and planned to be launched in mobile app.

OTHER MEDIA TRENDS. INTERNET

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Facebook develops video formats “Swimming” video testing

Video pops up from feed and occupies lower left screen corner, helping user to scroll feed and watch video at the same time. It could be moved around the page, liked or shared with friends. Delayed video testing

Social network started “Watch later” function testing in web-version. In top right video player corner will appear a tab, which allows users to save video for further view. New video materials demonstration algorithm

If user prefer doesn’t put “Like”, share or comment posts, but likes watching videos, feed will automatically display more video materials and less text records.

OTHER MEDIA TRENDS. INTERNET

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Apple introduces targeting on wallet size Company patented mobile advert targeting system, which will demonstrate only that products advert, which user can afford.

Supposed that received information about user’s balance will be realized through partner agreement with banks or using instant payment system Apple Pay.

OTHER MEDIA TRENDS. INTERNET

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Advertising TV model on Facebook Company plans to attract more professional video. Authors will receive a part of income from video spots (system similar to YouTube, author’s share is 55%).

Now priority for company is mobile version of innovation.

Advert should be integrated with content.

First months payment from advertisers wouldn’t be collected.

OTHER MEDIA TRENDS. INTERNET

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TrueView started to support 360-degree video spots 360-degree video spots view is possible in Chrome and using YouTube on Android and iOS devices in advertising platform TrueView.

The most comfortable functionality is for mobile users because to view video spot from various angles It’s enough to turn device.

First who revealed itself in new advertising format were Bud Light and Coca-Cola.

Due to Google data quantity of such advert views increased to 38%.

360°

OTHER MEDIA TRENDS. INTERNET

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Twitter launched targeting on popular events audience It gives advertisers an opportunity to join for discussion and target their messages around significant activities and events.

New tools offer 3 main options: event calendar (contains globally significant events); statistics (gives opportunity “to plunge” into every chosen for targeting event) and event activation (allows to create campaigns with targeting on chosen events audience in one click).

OTHER MEDIA TRENDS. PRESS+INTERNET

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Press chooses online direction New iOS-app for reading The Washington Post materials

It operates together with existed before The Washington Post Classic. Main goal – to create attractive from visual point of view materials on portable devices. With the lapse of time It’s planning to collect monthly payment in 9, 99 $. Newsweek magazine ceases publication of printed European version

After rerun in March 2014 magazine attracted attention, but in commercial sense hopes weren’t justified. Remains only digital European issue format, but also on offer is printed issue under the American edition

UKRAINIAN CASE. SOCIAL NETWORKS

CAMPAIGN: Burn Battle School: Municipal dancers, The Coca-Cola Company, Ukraine, 2014

PROBLEM: All have heard about Burn, but not everyone know that Burn inspires and organizes Burn Battle School (annual international break dance festival).

GOAL: Annual break dance event Burn Battle School planned with minimum advert budget.

SOLUTION: In Kyiv Center 3 city lights about event were placed. Dancers were disguised in public employers (jockey, policeman and dustman) and arranged a little unexpected sketches, dancing in front of Burn Battle School city lights.

RESULTS:

• Articles on the performance were published by Bigmir and Korrespondent portals for free, also by “Typical Kyiv”- community with total audience 8M people daily;

• 10000 people visited event.

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UKRAINIAN CASE. INTERACTIVE

CAMPAIGN : First world interactive milk degustation, Premialle, “Terra Food”, Ukraine, 2014

GOAL: Position brand as innovative and transform understanding of milk from traditional to modern and highly technological product.

IDEA: First in the world visual online milk degustation, or in other words, first in Ukraine site with second monitor usage, managed by phone instead of mouse.

SOLUTION: to try milk online one needs to connect a smartphone or tablet to wi-fi, visit site http://premialle.ua/ and synchronize the gadget and PC, following instructions. Then smartphone turns into Premialle milk bottle, which can be poured out into virtual glass in the computer. In case of smartphone absence mouse usage is encouraged.

RESULTS:

• 41 000 site visitors;

• 5 774 fully provided degustation.

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UKRAINIAN CASE. DIGITAL

CAMPAIGN : Cash Transfer School MasterCard MoneySend, MasterCard, Ukraine, 2015

PROBLEM : Low level of online cash transfer usage as a result of insufficient knowledge about services, distrust and usage complexity, fear of making error and money lost.

SOLUTION: Convince audience in safety and simplicity of MasterCard MoneySend service by providing with learning materials on promo site. Target audience was divided into 2 segments: young people at the age of 17-21 (students), as brand drivers, and their parents, who often support kids by cash, but use old methods of its transfer. Site with learning materials in game format was created, which provided young people with all necessary information to further teach older generation.

RESULTS:

• 41 063 users finished MasterCard MoneySend;

• Users generated 3 532 880 earned media contacts;

• 60% involved due to viral effect;

• Desire to service usage increased up to 8% among all TA.

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UKRAINIAN CASE. CINEMA PLANNING

CAMPAIGN: Stella Artois, ABI InBev, Ukraine, 2015

GOAL: Became №1 in super premium beer segment (image and sales), associating with quality filmmaking and refined life.

AUDIENCE FEATURE: Тraditional media don’t enrapture refined brand TA so good as exclusive decisions. Brand recall from nonstandart manifestation is 125% higher than direct advert.

REALIZATION:

• Collaboration with ArtHouse Traffic: the best world distribution pictures, Oskar’s nominee and the most prestige festival winners sponsorship;

• Closed film premiere: sometimes personal contact experience means more for TA, than watching the movie;

• Film experience recreation on the sofa; “Podpolnaya Imperia” and “Svetskaya Zhizn” sponsorship.

RESULTS:

• Sponsorship media indicators overfulfilment on 75% at the expense of audience interest and organic integration in project synergy;

• Indicators overfulfilment on 245% in “Svetskaya Zhizn” project at the expense of coverage and universal brand-integration creation.

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CAMPAIGN: Vodafone “Red Light Application/Between Us”, 2014

PROBLEM: A third of Turkey women are subjected to domestic violence.

TASK: To make world more safety and give women an opportunity to ask about help in different situations.

SOLUTION: Vodafone created a secret mobile app. It’s enough to shake phone and app sent a signal with direct location to 3 people, who are in woman’s trust list. To support app promo were used purely women communication channels: advert in beauty salons, stickers on underclothes and swimsuits, wax strips, women toilets and famous bloggers hidden videos in makeup, hand-made video-courses and others.

RESULTS:

• 254 000 women downloaded app ( 24% women smartphone users in Turkey);

• 103 122 times app was activated.

WORLD CASE. MOBILE APP

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CAMPAIGN : The Greatest Interception, Volvo, U.S., 02/01/2015.

PROBLEM: During the Super Bowl games period 30 seconds video spot placement on TV costs 4,5M dollars.

TASK: Distinguish among hundred thousands brands and be noticed during Super Bowl.

SOLUTION: As apposed to other car brands, which didn’t drudge such mone for advert, Volvo displayed creativity and proposed viewers sent a twit with hashtag #VolvoContest exactly in that time, when another car brand advert is transmitted to win new Volvo XC60. Besides hashtag twit should contain relative’s or friend’s name, nominating for receiving a. Every twit received an answer from brand, after what It was necessary to explain why exactly that person deserves prize.

RESULTS:

• The most mentioned car brand in twitter during game– >55K hashtags during 4 hours;

•200M earned media;

• 3 times hashtag was in trend equally with Super Bowl mention.

WORLD CASE. ТV & DIGITAL

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CAMPAIGN: Move the lunch, Heineken, Colombia, 2015

PROBLEM: Heineken is the official sponsor of the UEFA Champions League. Colombian team hit in 2015 top players, but due to time zone differences, matches are broadcasted when millions are working. This fact made sponsorship pointless, because a lot of Colombians wouldn’t see match in real time.

SOLUTION: To engage with football lovers, Heineken helped them watch the matches live. Thousands of football lovers helped to spread the word and nominated their bosses to convince them with an direct mailing, with Heineken special edition and personal message from national football star. Then the most influential people in media helped this convince the hardest buzzes on air through different channels.

RESULTS:

• 64% of nominated companies joined to promotion; • >50 media channels talked about campaign; • > 84M media impressions in the first 2 weeks; • 97,6% positive interactions in social networks; • 84% increase in Facebook users; • THOUSANDS OF FOOTBALL LOVERS WATCHED FOOTBALL MATCH LIVE.

WORLD CASE. DIGITAL

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Did you know that successful photo requires many specialists involvement: art director, photographer, supervisor, special effects specialist, food stylist?

On food shooting you can see a lot of mysterious things: hairspray, glycerin, motor oil, browlamp, PVA adhesive and more others.

In this month we suggest to look behind the shooting area coulisses and find out about this magic process riddles and secrets.

Enjoy!

Interesting page

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For instant soups advert a real soup is prepared.

Then a transparent gelatin layer is added on the bottom, to prevent

ingredients from sinking.

Chicken legs are dried by a heat gun: it fries,

but don’t deform meat. As a result chicken gets a

gold undertone, and looks appetizing.

Meat dumplings are made by hands. To avoid

dark spots meat is not added. Thus, in advert meat dumplings are

made of dough and salt.

As real ice-cream melts under the soffits light, then for shoots plastic,

silicone or gel mass (with special color and texture) is used.

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Tinted vegetable oil is used instead of pouring coffee. Emulsion paint –

instead of cream and Coca-Cola which lost

smell – instead of coffee in a cup.

Meat, bread or vegetables are tinted by

soy sauce , iodine, fuel or solid oil. Also a special

uneatable paint exists, which gives golden

crust.

Beer foam are made from whipped powdered detergent or household products, white frost in a

bottle – from salt and hairsprai. Instead of beer uses a tea or apple juice.

Ice cubes and blocks are made from gelatin: thanks to razor any shape of iceberg is

created. Also glass or acrylic cubes are used.

Water drops and dew effect is achieved due to

glycerin or a special aerosol “Dew”.

Spiderweb is dispersed from spray and dust effect is created by a

special powders, applied through sieve.

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Dummies

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2 directions exist in food style: purists use only genuine food and other food stylists – food dummies. Artificial strawberry, acrylic ice cubes in an artificial lemonade glass or plastic berries and nuts in yogurt made from glue.

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Cars ads

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Many people are conquered by car adverts against the night city background. Special devices and effects are indispensable here also.

Usually shootings are conducted on parking area at night time (to avoid eyewitnesses). A special selfie stick (rig) with length about 6 meters is used to fasten a camera. It’s task is to hold a camera motionlessly, which is quite difficult, taking into account camera’s weight and stick’s length.

As a result of photograph’s tricks and Photoshop usage we receive beautiful car photos: autoes that drive at speed through city night streets.

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Chroma Key

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Quite often, shooting process photos are rich in green color. That is Chroma Key.

Chroma Key is technology of combination and superposition of few photos in one composition. It helps to make any surrounding world as an illusion.

Green color choice isn’t accidental: human skin don’t contain this color in particular.

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See you in the next issue!