1

TV market. April 2016

Source : Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media 2

TOP categories

• 11% activity growth comparing to the same period of last year;

• Almost all categories showed a positive dynamics of activity

strengthening;

• Pharma hold a leadership position the second straight year during

this period and strengthen leadership;

• Products took the second place in the rating due to lots of

groceries advertisers-producers activization;

• Computer Technologies category is in January-April TOP-15 for

the first time due to UkrTelecom and Volia own services support

and equipment support by TM Lenovo

WGRPChanges,

rating pointsJan-Apr'15 Jan-Apr'16 Changes, %

Pharma 0 111 844 119 023 6%

Products 2 41 358 48 553 17%

Communications -1 45 684 46 888 3%

Alcohol -1 41 572 39 764 -4%

Non-alcoholic beverages 0 39 735 34 535 -13%

Entertainment 1 19 982 27 608 38%

Trade -1 23 208 26 870 16%

Cosmetics 1 12 874 23 065 79%

Hygiene -1 17 132 21 567 26%

Transport 1 10 876 15 697 44%

Confectionary -1 12 394 15 404 24%

Household Chemicals 1 9 518 11 010 16%

Finance -1 10 227 7 731 -24%

Computer Technologies 3 2 869 5 534 93%

Household appliances -1 5 239 4 671 -11%

TOTAL - 431 889 480 000 11%

TV market. January-April 2016

3

WGRP ALL 18+ 50K+Changes,

rating pointsJan-Apr’15 Jan-Apr’16 +/-

Nestle & L'Oreal 0 33 274 36 215 9%

Mondelez Ukraine (Kraft Foods) 1 12 776 14 674 15%

Farmak 1 12 004 14 484 21%

P&G 8 7 440 12 758 71%

Reckitt Benckiser 1 11 007 12 527 14%

UkrTatNafta 4 7 709 10 186 32%

Global spirits 27 2 932 9 211 214%

Unilever -3 11 303 8 634 -24%

Kyivstar GSM 2 7 557 8 531 13%

Vodafone (MTS) -2 8 655 8 211 -5%

Beiersdorf 21 3 148 7 542 140%

Rozetka.ua 3 6 872 7 491 9%

Sanofi-Aventis 0 6 957 7 335 5%

Novartis -12 13 194 7 036 -47%

Danone 30 2 116 6 573 211%

Local advertisers

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

TOP advertisers• Almost all advertisers stabilized and increased over again their

level of activity, that had been losing in 2014-2015;

• Global spirits resumed its brands active support and showed

activity growth by 214%;

• Danone had increased advertising activity in several times and

leapt 30 positions in rating to reach the TOP-15;

• Beiersdorf have risen by 21 rating points and entered into

leaders due to Nivea brand advertising support;

• Nestle & L'Oreal and Farmak hold leadership the second

straight year by increasing activity comparing to the same period

of last year

Weekly TV activity. 2016

4Source : Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media

0

5

10

15

20

25

30

35

40

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

Thousands, WGRP2015 2016

TV activity is recovering after a negative

last year trend and showing permanent

growth mostly during the whole period,

except 17-18 weeks

Changes in TV panel

5Source

New parameters of TV panel entered into force on May 1

Changes in TV viewing research happened on May 1, 2016: updated controlling and weighting parameters entered into force and optimization of

the sample size was made.

Updated controlling and weighting parameters are estimated due to the second wave of establishment survey, which was conducted in Q’1 2016.

Sample for 50K+ cities had 6 179 households, 50K- 2 909 households. 8 706 households were interviewed by the face-to-face way, 382

households – CATI interview.

Number of households decreased from 3 570 to 2 840 or by the 20%. At that, number of households in 50K+ cities decreased by 22%, in 50K-

cities and villages by 18%. From the technical point of view “weight” of households and respondents will change, in other words households and

respondents from shortened TV panel will answer for a bigger number of real households and TV viewers.

Changes in TV panel

6Source: Agency estimation

Possible consequences of sample size changing

Vizeum Ukraine Agency’s experts analyzed present innovations and made the following forecast of possible consequences:

• Rating variations wouldn’t be significant or will be unimportant, also changes in coverage will be minimum for big channels. Inventory wouldn’t

decrease with great probability, maybe, it’ll even slightly grow comparing to the same period of last year;

• Increase of the respondents “weight” can impact on little or niche channels. Variation of ratings (as channels’, the same advertising blocks’

ratings) should be expected on such channels. Variations of coverage and affinity are possible, especially on “narrow”* and “complex” target

audiences with a little respondents sample.

Shortening of the panel has happened since May,1 and felt on May holidays with non-standard TV viewing. For preliminary concludes on

shortened TV panel functioning minimum 2 weeks data with normal TV viewing is needed. That’s why estimation about work of shortened panel

and all changes will be possible to do not earlier, than in the last days of May/the beginning of June.

• As a “narrow” target audiences are meant TAs, where additional parameters, which don’t refer to control under establishment survey are used. TAs with initially a

little number of respondents (about 100-300) refer too.

Changes in legislation

7Source

The toughening of prohibition of Russian films

broadcasting

President enacted a law in draft "About introduction of amendments to

Cinematograph Act of Ukraine (in relation to state-aggressor’s films)"

on April 20.

Law in draft’s goal is improving of the legal mechanics of protecting

national security of Ukraine in the informational sphere by limiting any

forms of propaganda in the country, which state-occupier uses.

Norm about prohibition of films broadcasting, which had been

produced by state-aggressor’s physical and legal persons and don’t

contain popularization or propaganda, now extends to the films which

were produced and (or) for the first time were published after January

1, 2014.

8

Other media trends. TV

9Source

Ukrainian channel of international broadcasting UA | TV

started broadcasting in Latvia

Latvian telecommunications company "Baltcom" included Ukrainian

channel of international broadcasting UA | TV into "Digital TV" and

"Interactive TV" packages at the beginning of April.

“Baltcom” was founded in 1991 and over 25 years became one of the

leading providers of electronic communications services in Latvia.

Company provides own services all over the national territory.

Multimedia platform of international broadcasting of Ukraine (MPIBU) was

launched in October 1, 2015. As part of the platform, UATV channel went on the

air instead of UTR satellite TV channel. Broadcasting realizes from three satellites

and in the Internet on its own YouTube channel.

Other media trends. TV

10

Two Polish TV channels received permission for

broadcasting in Ukraine

The National council on television and radio broadcasting included

polish channels into the list of adapted foreign broadcasters: movies

and TV shows Kino Polska International and musical Kino Polska

Muzyka International, Sonar company is this channels distributor.

Both channels broadcast in Polish language. Advertising wouldn’t be

on the air, the volume of broadcasting is 23 hours per day.

Also the National council made a decision about HD-version of Food

Network & Fine Living Network TV channels adoption.

Source

Other media trends. TV

11Source

Source

Source

New channels launch

• Launch of the first channel about IТ

ІТ-volunteers officially launched the first Ukrainian TV channel, which is devoted to information technologies – BrainTV. The main channel’s goal

is to provide free access to educational IT content and strengthen Ukrainian IT market brand in Ukraine and abroad. TV channel can be viewed

on the official BrainTV website or in the OTT-service Divan.TV network.

• The first documentary TV channel will be launched in Ukraine

TRC “Corisne TV” got a license for satellite broadcasting with logotype EPOQUE. Broadcasting will be provided since May. TV channel format is

scientific-educational with cognitive and historical programs demonstration. Content is planned to be bought at “Media Group Ukraine” media

holding and Ukrainian production studious, also in-house production will be launched within a year.

• FILM.UA Group and Star Media launched satellite channel

LLC “Dorosli kanaly” obtained a license for satellite channel BOLT launch. Channel faces will be not TV anchorman, but series heroes such as

Niuhach, major Dikiy and others. Content is national production and it’s oriented to male audience in middle age. Also thematic programs about

world of the films and series will be available. Advert isn’t foreseen yet.

Other media trends. TV

12

“Nashe kino” TV channel changed title and country-

proprietor

“Nashe kino” TV channel, which is included into list of the foreign

programs, whose content satisfies European convention about

transboundary television requirements and Ukrainian legislation, will go

on air as “Nashe liubimoe kino”.

Besides, Germany became country-proprietor (previously Great Britain

was).

Program conception remained without changes, feature and

documental films and series of soviet times compose content.

Source

Other media trends. TV

13

Widening of the list of prohibited Russian TV channels

The national Council on television and radio broadcasting excluded

Russian TV channels “RTG TV (Russian Travel Guide)”, “Retro” and

“Kinoclub” from the list of foreign programs which are permitted for

retransmission on Ukrainian territory.

Films with participation of faces, who endanger national safety of

Ukraine were fixed on “Retro TV” and “Kinockub”. Also “RTG TV” has

mentioned Crimea as a part of Russia for many times.

Also LLC “Reklamnaya televisionnaya grooppa”, which is a distributor

of the set of channels, independently decided to refuse from Russian

TV channels “Nostalgiya” and “Kto est kto” because of its

inconsistency with Ukrainian legislation.

Source

Source

Other media trends. TV+Internet

14

MEGOGO launched new interactive channels

Users across 10 countries, where service is working, have access to 5

new interactive HD-channels – Praim, Luibov, Epoha, Triller and

Megahit.

Content is formed on the base of SVOD-catalogue. At creation content

rating and video format were the most demonstrative, all films are only

in HD or FullHD-quality.

Channels are available in “Kino i TV: Maximalnaya ili optimalnaya”

subscription on all devices.

Source

Other media trends. Internet

15

Brave browser will pay users for advert viewing

New browser Brave is already available for downloading. The main tasks during development were: to make browser safe for user and to reach

high efficiency.

Browser have built-in ad blocker. But harmless advert, which don’t load PC or mobile device is shown instead of full blocking. Bitcoins will be

payed for advert viewing, but user can refuse from such variant, also in this case fee wouldn’t be payed and user will be obl iged to pay fixed sum

of money to browser developers monthly.

Payment will be provided by advertisers for definite number of views. Publishers and users will gain payment on own bitcoin-purses under

obligatory verification.

Source

Other media trends. Internet

16

Google will protect advertisers from clickjacking*

Throughout the year, user accounts, who used clickjacking and who

had launched function which filters such traffic type in content-media

network, have been deleting from Google CMN.

If protection system detects an attempt of clickjacking, traffic, which

refers to this advertising, is nullified and deleted from cash report to

prevent honoring such clicks by advertisers.

*Clickjacking is a fraud of user, which allows hackers to “steal a click”. For this

purpose an inoffensive link, on top of which a transparent button is situated, for

example Like Fb, is proposed on the page of site-sacrifice. Clicking on this link

user makes a click in favor of other resource.

Source

Other media trends. Internet

17

New advertising formats from Google

AdSense presented new advertising type – page level ads

It is a family of advertising formats, which propose innovation way of income on mobile content. Page level ads allows to increase traffic by saving

comfort of mobile sites for visitors and grow publishers’ income.

Google added advertising into Maps

Now Maps will be counted as a part of main Google search, not one of search partners. If advertiser switched off advert demonstration on search

partners’ sites, advert with address extension will begin to be automatically demonstrated in Map search results by relevant requests. Taking this

into account, address presence is obligatory for advertising in cartographic service.

Source

Source

Other media trends. Internet

18

Google innovations for mobile advertising formats

Android-apps in Google Play, which contain advertising, will obtain a special mark

Mark will appear below the download button with information that an app contains paid content. In Russian-language Google Play version such

mark didn’t appear yet.

New format of mobile advertising launch

New format “bumper ads” is meant for mobile devices and initially increase coverage and frequency of views. “Bumpers” takes 6 seconds and the

best of all work with True View video advertising or with Google Preferred campaigns, also they are suitable for series content.

Selected advertisers have already been testing format, others will gain access in May.

Source

Source

Other media trends. Internet

19

YouTube will improve Content ID system to prevent loss

of income by content creators

New decision will allow to video records to earn money while Content

ID application is on approval.

While both sides will be disputing their rights for video, YouTube will

continue to show advertising in it and gained income will be separately

taken into account. When application processing is finished, money will

be payed for proper party.

Changes will be launched for all YouTube partners in the nearest

months.

Source

Other media trends. Internet

20

Yandex will paraph photos

Yandex launches service of automatic photos moderation for social

networks, dating services, virtual notice boards and trade spaces.

Technology checks image authenticity, what will help to separate

inauthentic advert or to detect fake goods.

Proprietors should detect legality of one or another images usage by

themselves. Service will be useful for market players, who spend a lot

of sources on moderation of downloaded by users content.

Source

Other media trends. Internet

21

Direct increased limit of days for retargeting conditions

setting

Maximum term of retargeting work by a segment, in other words

number of days, which has expired from the moment of site visitation

by a user is increased up to 90.

Retargeting helps to put together different advertising messages for

people, who have already were on site to motivate them visit it over

again. For example, suitable goods can be proposed as an addition to

already bought ones or information about new special offers can be

shown.

Source

Other media trends. Internet

22

Advertising innovations from Odnoklassniki social network

Mobile pre-rolls launch

Besides a big coverage, more than 250 targeting settings will be available for advertisers in new format, what will allow to work with direct

audience or even with its segment. New tool was launched after testing by advertisers. Unilever was first who has tested new format.

New targeting opportunity of group’s publications on separate categories of users

“Hidden themes” is a tool, which allows to target group’s notes on different community audiences by the set of indicators. Now manager can

create publication, which will be hidden from participants of group in news feed. It’ll be displayed only for chosen category of users. Theme

remains available by a link, it’s possible to share it.

Source

Source

Other media trends. Internet

23Source

Source

News from Vkontakte

Widening of advertising opportunities for communities

Vkontakte will allow to launch advertising promo posts in users feed for all communities. Now such function is available only for communities,

whose number of subscribers is more then 300. Now minimum requests will be applied for pages of communities: they should have name,

description of brand’s activity, logotype in avatar and minimum contact information.

Vkontakte will start automatic video playback

Video records in social network will be launched automatically (as in Facebook) till the year end, also function of gif-animations playback is

realized now. Autoplay function is called to increase number of published content and views, to grow users involvement and wouldn’t be spread

on YouTube video and other video hostings. Duration and themes aren’t restricted. Advert wouldn’t be present, but now viewing of videos in

Vkontake is possible only after advertising spot.

Other media trends. Internet

24Source

Innovations for publishers from Facebook

Facebook will allow to publish branded content

Issues, whose Facebook page is confirmed, can publish branded content. At that they are obliged to mark in

publication which brand had paid for advert.

New social networks’ policy is applied to text, photos, videos, “instant articles”, links, 360-degree spots and

“live videos”.

Publishers will be able to place video advert in Facebook “instant articles”

Advertising spots will be automatically played. Also advertising in pre-roll format will became available.

Besides, Facebook will allow publishers to add supplementary advertising block at the bottom of article.

At that moment one advertising can be placed for every 350 words, previously this restriction composed 500

words.

Other media trends. Internet

25Source

Facebook will track audience reaction to publications

Facebook launched new Reactions API, which will help advertiser to

track audience reaction to publications in social network, in other

words company will provide each emoji type statistics when using

strange analytics services. At the launch time each emoji type statistics

should be collected manually or with help of Facebook tool “Pages

statistics”.

Pages owners can see not only symbols quantity, but also user’s

names and ID, who have evaluated post.

Other media trends. Internet

26Source

Facebook canceled text restrictions in advertising

images

20% of text limit on advertising images in Facebook is cancelled. Now

number of symbols under a picture can be any, but, social network

warns, that quantity of symbols has directly-proportional impact on

audience coverage and cash costs efficiency.

Depending on text volume, post will be ranked by the next indicators:

ОК – text is absent or it’s minimum;

Low – coverage can be slightly restricted;

Medium – coverage will be restricted;

High – it’s a risk, that audience wouldn’t be reached.

Other media trends. Internet

27

Platform for chat-bots creation in Facebook Messenger

Facebook launched a platform for chat-bots creation. Such programs-

“consultants” will be at first useful for business, because it’ll open new

space for goods and services distribution. For social network users

bot’s implementation will significantly simplify order procedure and

save time.

As an examples are CNN’s bot, which recommends materials and

short articles review for readers and flowers online-shop’s bot, which

allows to order bouquet straight in the messenger’s dialog box.

Source

Other media trends. Internet

28

Twitter Ads Editor started to support groups of ads

Twitter Ads Editor adds new possibilities into functionality on work with

groups of ads, what will be attractive for major advertisers.

Innovation is mainly directed on large campaigns and will allow to

create few groups of ads with various targeting and creative under one

advertising placement.

Groups of ads are available for all advertisers.

Source

Other media trends. OOH

29Source

Local outdoor advertising Association appeared in Kiev

Decision about Kiev outdoor advertising Association was made in the

course of meeting of capital advertising market participants. Meeting

initiators are open for discussion and communication from new

participants side, who are close with main community tasks:

• Protection of small and medium business interests;

• Access to information about outdoor advert in the city;

• Collaboration with local and central government authorities;

• Development of Kiev outdoor advertising and healthy competition

support.

Другие тренды в медиа. ООН

30Source

Number of outdoor advert is planned to be reduced at

least to a third in Kiev

In Kiev city state administration have already started negotiations with

representatives of outdoor advertising Association with goal to reduce

number of outdoor advert constructions. It’s expected in Kiev city state

Administration that representatives of advertising industry will provide

support and wouldn’t create obstacles in question about advertising

constructions reduction.

Also it’s planned to develop Kiev map with indication of possible

placement and formats.

Other media trends. Radio

31Source

4 Ukrainian radio stations will have been working in

Crimea by the end of the year

National television and radio broadcasting council of Ukraine ordered 4

frequencies checking, what will provide 4 radio stations work by the

end of he year.

For that purpose 150-meters tower will be built on Chonhar Peninsula,

what will allow to cover Crimea north-end.

Tower is planned to be the biggest one on peninsula territory.

Other media trends. Radio

32Source

Updates in Radio: rebranding and new stations launch

Europa Plus renews

Europa Plus is running full rebranding by changing not only the title for

NRJ, but also conception. Listeners’ core is young, active, smart,

modern and creative people. People with similar TA’s preferences

(popular Djs, TV and Radio stars, bloggers) will collect content.

Radio about expensive alcohol was launched in Ukraine

Vozdvizhenka Arts launched new online radio station from gallery

under an Old Fashioned label. Positioning: space for talks about

modern art and expensive alcohol. Radio have been working in test

mode since May.

Other media trends. Radio

33Source

“Hromadska hvulia” and “Radio era” go off air

“Hromadska hvulia” and “Radio era” stopped broadcasting on the state

UR-1 frequency since April, 1. “Hromadska hvulia” didn’t go on air

because of contract expiration date.

However, contract with “Era FM” was canceled prematurely, previously

radio station has been working in information-political direction,

including informational Poland radio’s programs for foreign countries,

“Radio Svoboda” Ukriainian service and “Holos Rossii” radio.

Other media trends. Press

34Source

USA court prohibited Forbes brand usage for UMH

American arbitrage has finally prohibited Forbes brand usage for UMH

(Ukrainian Media Holding) by confirming legality of reason for license

cancellation. Any trademark usage in print, on internet sources and

apps comes under prohibition.

Censorship and independent journalism disturbance from Ukrainian

side caused termination of agreement due to Forbes publishing house

in the USA opinion.

Other media trends. Press

35Source

Painted Ukrainian language comic magazine was

launched in Sumy

First comic magazine in Ukrainian language “Ushka” was presented in

April 12. Idea authors such title choice strengthen by a slogan: “See

who is boiled in what”.

Magazine’s site is in development stage yet, but it’ll complement

printed version soon.

First issue has told a story about 6 characters, and new mysterious

personage Zvezdets, who is a fighter against injustice will appear from

the second one.

Advert is present on the second page.

36

Other media trends. TV+Internet

37

Video advert on Smart TV became more and more

adjusted to consumer

The biggest Russian online cinema ivi contacts with user more closely:

after an interactive video advert on Smart TV launch company

introduced lead generate mechanics on GetShopTV company’s

technology base.

Innovation allows to order an operator’s or a personal manager’s call

and to receive a link on mobile site version in the message.

Format provides maximum orientation on advertiser’s goals and

potential customer’s comfort.

Automobile premium-segment brands was first who has used such

format advantages.

Source

Other media trends. Internet

38

Pinterest opened access to advert outside the USA

Now Britain companies have access to advertising space. Tesco

supermarket chain, Made.com home decor and John Lewis retailer

acted as a launch partners.

Internet service decision is connected with such fact, that almost 45%

of users are outside the USA, also Britons have published more than

2M of pins from launch moment.

Source

39

World case. Social media

40

Campaign: Sleepyheads, Lukoil, Lithuania, 2016

Goal: one more time to attract attention and increase sales

Solution: there are so many funny activities on the road, but instead

of laughing at that, Lukoil decided to give the unfortunate drivers a

hand with a coffee. Anyone who noticed it could post photos on Lukoil

Facebook page. The sleepyheads featured in the photos would given

a free cup of coffee and the best reporters a dashboard camera. The

campaign went viral before it even started. Somebody actually took a

photo of crew filming spots and posit it online. Less in an hour it

became a hit and in 2 hours it made headlines on the biggest news

portals. A national TV channel made a show about it, famous radio

DJ’s started cracking a joke around funny driving situations.

Results:

- reach 90% of the nation with earn media

- the engagement online was higher than the market average

- increase sales by 8,5%

World case. Mobile App

41

Campaign: Nepoteka, Rexona, Russia, 2016

Goal: to launch MotionSence techology on the market and to make it

clear how it works: the more you move – the more it protects

Solution: Economic crisis in Russia caused double of debts of people

with mortgage. Rexona launches NEPOTEKA (IPOTEKA (mortgage) +

NE POTET’ (no sweat)) - the anti-crisis program that gives people the

opportunity to pay off their mortgages or loans using their own physical

activity. The more you move – the less your mortgage is. Users can

register their physical activity with Nepoteka app or Jawbone and other

digital ways on the website. MotionSence capsules became the

currency of the project: 1 step = 1MS

Results:

- the growth of the market share up to 2,3%

- Rexona sales turnover increase by 23%

- 390 media publications

- 561M media impressions

World case. Ambient

42

Campaign: The news fridge, Ekstra Bladet, Denmark, 2016

Goal: to overcome nowadays people opinion that printed news are old

and outdated

Solution: Tabloid paper Ekstra Bladet is actually first with most news

in Denmark, so to remind people that their news are fresh and crisp

newspaper introduced The News Fridge. Specialbuild newspaper

displays was placed in stores all over Denmark containing nothing but

cold and crisp newspapers

Results:

- increase sales with up to 30%

World case. Ambient

43

Campaign: Whopper Trade In, Burger King, Israel, 2016

Goal: to launch a branch in the largest business area in Israel

Solution: where there are offices, there are lunchboxes or “leftovers”,

so Burger King offered everyone a whopper they can’t refuse. Brand

asked to bring them their leftovers and if they are awful enough they

trade them for a whopper

Results:

- more than 8000 visitors on the opening week

- over 2000 trade ins

World case. Ambient

44

Campaign: The Smile converter, Listerine, Italy, 2016

Goal: to launch Listerine on Italian market

Solution: brand made a first promotion that makes people aware of how

really white their smile is and placed in hundred stores across the

country The smile converter, the interactive billboard that creates a tailor-

made discount based on the whiteness of the smile. The smile converter

evaluate the smile by analyzing it’s pixels and calculate the percentage

needed to reach a perfect white smile. Then it converts the percentage

into analogue discount on purchase of Listerine pack. The more you

need it, the less you pay it. The converter than smile an e-mail or mms to

customers with discount

Results:

- in one month was made 115 K contacts

- 78% of contacts were converted to purchase – 90K sales in 1 month

- 92% of market share during the promotion

Interesting page

45

In this issue we’ll continue series of rubrics about

brands. This time we’ll approach on the other

side. Your task for today is to understand, which

product is owned by brand.

If suddenly you’ll forget some brand or didn’t

know it, we’ve prepared hints, notably placed

product or its part, which brand produces, into

title.

Enjoy

Interesting page

46

Interesting page

47

See you in

the next issue