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MONTHLYMEDIANEWSFebruary, 2017

TV MARKET. JAN-FEB 2017

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

media, Zeonbud advertiser (Т2) and Telemaster.com.ua2

WGRPChangings, rating

points

Jan-

Feb'16Jan-Feb'17 Changes, %

Pharma 0 75 128 75 286 0%

Food and groceries +2 17 329 21 480 24%

Trade +4 14 038 19 642 40%

Communication -2 23 722 14 009 -41%

Non-Alcoholic Beverages 0 15 260 12 494 -18%

Hygiene+3 11 040 12 306 11%

Cosmetics +1 11 208 12 189 9%

Entertainment -2 14 482 11 880 -18%

Alcohol -6 20 902 9 603 -54%

Confectionaries +2 5 891 9 315 58%

Transport 0 6 124 6 586 8%

Household chemical -2 6 331 5 348 -16%

Perfumes 0 2 311 2 986 29%

Household appliances +1 1 990 2 680 35%

Work and education +4 1 276 2 350 84%

Total - 241 111 233 481 -3%

TOP CATEGORIES

• Activity decrees to 3% compared to the dame period previous

year;

• Pharm sector holds leading position in those period with the

activity of 2016 level;

• Food and groceries took second place by rating increase to 2

points, because of the high activity of Nestle, Danone, Oleina and

others;

• The largest growth was shown be Work and Education category

(84% increase) and Confectionaries (58% increase). Alcohol

drop its position to 6 points down

* If detailed information is needed, please contact us

TV ACTIVITY DRIVERS

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Significant increase in Jan-Feb was shown by further categories:

+84% +58%

Work and Education

Main activity was made by Rabota.ua.

Confectioneries

Main drivers:

• Mondelēz, Ferrero and Nestle, which are amplify their

activity compared to previous year

TV MARKET. JAN-FEB 2017

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

media, Zeonbud advertiser (Т2) and Telemaster.com.ua4

WGRPChanges, rating

pointsJan-

Feb’16

Jan-

Feb’17+/-

Nestle & L'Oreal 0 17 430 17 405 0%

Farmak 0 9 776 9 421 -4%

P&G 0 7 685 7 153 -7%

Rozetka.ua +5 4 921 5 836 19%

Vodafone (MTS) +10 3 646 4 260 17%

GlaxoSmithKline +23 2 088 4 209 102%

Sanofi-Aventis +10 3 527 4 177 18%

Reckitt Benckiser -2 6 418 3 911 -39%

Unilever +2 4 623 3 884 -16%

Ukrtatnafta +3 4 256 3 807 -11%

Beiersdorf +3 4 206 3 695 -12%

Natur Produkt Vega - - 3 613 -

Foxtrot +12 2 427 3 573 47%

Kyivstar GSM -4 4 817 3 571 -26%

Arterium +1 3 627 3 489 -4%

Local advertisers

TOP ADVERTISERS

• Nestle & L'Oreal are constant leaders on those period, and

Farmak despite of activity decrease by 4% took second place in

2017 rating;

• 5 new advertisers appears in TOP-15 rating in the beginning of

the year;

• Natur Product Vega went on air with active support of its

brands Parusan, Lacalut, Pharma Theiss etc., but Foxtrot

actively promoted range of products in co-branding with

appliance manufacturers;

• Sanofi-Aventis, GlaxoSmithKline, amplify their media support

in a cold season, and Arterium, with slight activity decrease

took last place in rating

WEEKLY TV ACTIVITY. 2017

5Source: Nielsen Ukraine, All 18-54 50К+, excluding social and political ad and mass media

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

5

10

15

20

25

30

35

40

45

1 2 3 4 5 6 7 8

Ths, WGRP 2017

2016

Alliance

1+1 Group

Total

TV activity in the beginning of the year exceeds

2016 level.

Compared to the previous year, the curve without

dramatic fluctuation, what emphasized the

relevance of TV placement, even in the traditionally

quiet post-holiday period.

The fillability of ad units shows an increase from the

6th week. 1+1 group shown the biggest sold out.

* If detailed information is needed, please contact us

Sold Out

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MEDIANEWS

LEGISLATION CHANGES

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In Verkhovna Rada was registered new bill about 75% quota of Ukrainian language on TV

In Verkhovna Rada was registered bill “About changes in several Ukrainian laws about audiovisual (digital) mass media languages”.

The bill offers:

• To establish that for TV and radio broadcasting organizations the quota of Ukrainian language shows and/or films will be no less than 75%

during the day in each of the time intervals: from 7.00 to 18.00 and from 18.00 to 22.00

• For appropriate regional and local TV companies establish mandatory 50% share;

• Film/show is considered to be performed in the Ukrainian language, if all the speeches of the announcers (presenter) are performed in this

language. However, it is permissible to use without reporting the reports from the places of events that are not accompanied by commentaries

or other textual accompaniment of the host, broadcasts of the appearances of the invited participants in the program, as well as musical

works.

The specified obligations concern only the TV and radio organizations which in accordance with the terms of licenses carry out ether and multi-

channel (digital) broadcasting using radio frequency resources.

MEDIA NEWS.TV

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Media group Ukraine created one news brand

“Segodnya”

The informational content of TV channel, news paper and web page

will be combined to the one informational brand “Segodnya”.

The purpose of new brand is to convey the necessary information to

viewers and readers in a timely and convenient way for them, while

responding for its quality.

Also show “Segodnya” will replace “Sobitia” on TV channel “Ukraina”

and will broadcast on Ukrainian language (except releases on 19:00)

MEDIA NEWS.TV

Another Russian TV channel was banned in Ukraine

The National Council of Television and Radio Broadcasting of Ukraine

excluded the Russian thematic channel “Ohotnik I ribolov” from the list

of adapted broadcasters for the popularization of the special services

of the aggressor country.

The National Council was trying to ban this channel previous year,

having confused it with the broadcaster “Ohota I ribalka”, but still ban

second one (the channel broadcasted original Russian advertising).

Thus, the number of banned Russian channels in Ukraine has

increased to 78. And in adapted list last only 4 channels with formal

Russian license: “Top Shop TV”, “Nashe lubimoe kino”, “Zoopark”,

“Eurokino”

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MEDIA NEWS. TV+INTERNET

Kvartal TV “settled” on DIVAN.TV

Interactive service DIVAN.TV gave to its subscribers access to new

entertainment channel “Kvartal TV”. The broadcast offers projects by

“Kvartal 95” such as TV shows, films, serials, entertainment programs

of Ukrainian and foreign producers.

“Kvartal TV”- entertaining channel which is oriented to the young audience with

sense of humor and with active lifestyle.

Divan. TV – international interactive TV service for different devices: smart.TV,

tablets, smartphone, consoles, PC. The service is available in 200 countries

without contracts and additional appliance.

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MEDIA NEWS. SOCIAL NETWORKS

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VKontakte itself will manage the placement of

advertising in large communities

Vkontakte launched new system of advertising placement and

monetization for large communities (number of followers 500K+).

Instead of direct placement, communitie`s admins will get an

opportunity to earn money from Vkontakte for publishing sponsored

posts in community and newsfeed. Moderation and targeting will be

made by Vkontakte representors. The purpose of new system is to

improve quality and effectiveness of advertisement in communities.

The company is promise that quantity of ads won`t raise.

MEDIA NEWS. SOCIAL NETWORKS

Odnoklassniki will launch new format – Canvas

Odnoklassniki now testing new format Canvas – new type of

sponsored post in mobile app, which is look like full screen page with a

content.

The page can consist of 7 screens and different interactive elements:

autoplay videos, sliders, panorama photo, and active buttons.

New format gives an opportunity for brands not only show advert

message, but also engage users by interaction with content in game

form without switching to website.

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* If detailed information is needed, please contact us

MEDIA NEWS. INTERNET

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Internet publisher The Village renew its work

The Village is back to Kiev, but this time by franchise. Such decision

Look At Media holding explains by stabilization of Ukrainian ecomony.

And it`s not about Russian subsidiary in Kiev, but about franchise

which was bought by advertising agency “April Media”

Kiev The Village will publish content in Ukrainian.

MEDIA NEWS. INTERNET

Internet publisher INSIDER start working again

Since February, the publication has resumed work, reporting this on its

Facebook page. The report says that nothing has changed in the

editorial policy and in the ownership structure of the project.

A year ago the publication stopped working. One of the reasons was

named the recoupment of the online project by advertising.

Now the site is working in a test mode, because for a long time no

technical work has been done on it.

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MEDIA NEWS. ООН

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Advertisement on road signs will be banned

New version of Government Standard of Ukraine “Road safety. Road

signs. General technical conditions. Rules of use” is now in action.

On road signs advertisement is now forbidden . It`s actual for text and

graphic information. Previously, there was no such requirements.

Thus, by the end of 2017 all road signs which are non-compliant

should be replaced or disassembled.

MEDIA NEWS. ООН

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Ads and trailers in cinemas want to replace by

Ukrainian short films

This autumn in Ukrainian cinemas instead of trailers and ads before

the film will be possible to see Ukrainian short-films.

In the near future there will be competition where 20 best films will go

to production. And in autumn they can in placed in cinemas and then

on TV.

The project author thinks that this initiative will stimulate growth of

cinema`s visitors.

The new radio-channel ZEMLYA is launched

The new modern Ukrainian music channel ZEMLYA began its

broadcast. The channel opened by Old fashioned Radio.

This radio project has three channels for now - Show & Music with

talk-shows, Jazz & Blues and Rock.

The radio will play music of Ukrainian bands, musicians and solo

performers around the clock, without restrictions on styles and

directions. Later on the channel will be added programs and shows

dedicated to culture and music.

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MEDIA NEWS. RADIO

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GLOBALMEDIANEWS

WORLD MEDIA NEWS. INTERNET

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Innovations from YouTube

YouTube allows third party to check its metrics

Google will allow Media Rating Council trace the changes on channel, to ensure the accuracy of the statistics of viewers for advertisers . MRC will

audit like three independent metrics companies (Moat, Integral Ad Science and DoubleVerify) collect data that measure the viewing of video ads

on YouTube. These audits will be appreciated by everyone: from the technology used and before they are processed.

YouTube removing the most annoying ad

The company will stop supporting 30-second unskippable ads, and will focus on formats that are effective for both the audience and advertisers.

In this case, 15 and 20-second unskippable ads, will remain. This innovation should help to improve the experience with user interaction.

WORLD MEDIA NEWS. SOCIAL NETWORKS

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News from Facebook

Facebook allows publishers to show more ads in Instant Articles

Facebook will give more freedom for publishers in Instant Articles by manual and automotive settings opportunity for monetization. Now they can

show more ads in publications. The ad can be set manually by providing word limits or automatically after each 250, 350 or 500 words.

Facebook will provide new opportunities for video ad buying

The social network will offer for advertisers three new variant of ad`s buying in Facebook, Instagram and Audience Network:

• completed view buying (full view) – payment for only those video ads which were fully viewed (to 10’);

• two-second buying (2 sec. view) – payment for ads in case if 50% pixels of ad during 2 consequent seconds were viewed;

• sound-on buying (with audio) – payment for ads with switched on sound.

* If detailed information is needed, please contact us

WORLD MEDIA NEWS. SOCIAL NETWORKS

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Ads in Instagram Story are possible to buy

separately

An advertiser can buy only Instagram's Story inventory and no

other Instagram or Facebook inventory, while still using

Facebook's targeting.

Previously ads in Stories were possible to buy only by choosing

reach objective in Facebook.

* If detailed information is needed, please contact us

WORLD MEDIA NEWS. ООН

Red London booths received a modern redesign

Recognizable phone booths, which, along with double-decker buses

were symbols of London, appeared in a new guise thanks to the

company New World Payphones.

New black booths are equipped with Wi-Fi access points and touch

screens that will provide information for tourists.

Advertising, placed on the displays, will help keep the booths 4 times

more efficient. And for every dismantled box and installation of a new

planted tree.

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BESTMEDIACASES

MERCEDES #YOUDRIVE

Problem: low interest of Mercedes-Benz brand by drivers` aged 25-44, was a huge marketing problem during new A-class car launch.

Idea: give the stimulating experience with Mercedes-Benz cars using interactive narration.

Resolution: The story took the form of an exciting game of cat and mouse, during which the musical superstar tries to get to a secret concert

with the help of a professional female driver. The video contains all the components of a good drama: the plot, characters and action under the

threat of failure. At the end of the first episode, the driver faced a choice, and the viewer was invited to "drive" the next part of the story to help

resolve the dilemma. With the help of Twitter, viewers were able to direct the story of the hashtag of an action that they would prefer to see next.

The next break during the TV show the same evening there was a 40-second version of the continuation of the story, chosen by the majority of

the audience.

Results:

• Raise of organic search in Google by 360%;

• A-class models page views increase by 130%;

• 3,8 mln. visitors of YouDrive on YouTube;

• Hashtag #YOUDRIVE was used 103 mln times during campaign;

• 41% warm clients from 25 to 44 y.o.

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IKEA: THE GREAT SLEEP

Problem: A good sleep is very important in order to stay healthy. And for good sleep you need good matrass.

Unfortunately, the Germans use their mattresses twice as long as recommended. They sleep on the same mattress for more than 15 years

instead of the prescribed 6. It was necessary to change this behavior and increase sales of IKEA mattresses.

Idea and resolution: Awaken the desire to have the perfect bed and make people talk about a good dream with the help of an advertising

campaign. On the Internet, a survey was conducted in the IKEA community about human habits during sleep. The four contestants were selected

for IKEA Great Sleep Experience. The winners were invited to collect the bed of their dreams and spend the night in a breathtaking place that is

perfect for their sleeping - in a warm, cold, soft or hard.

Results:

• 18 mln web site visitors;

• 1 mln views;

• Sales increase by 34%.

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PEDIGREE FOUND

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Goal: Convey the mission of the brand "Making the world better for dogs and

their owners.“

Idea and Resolution: The thought of a possible loss of his/her dog causes fear

among all the owners. Nevertheless, this is a problem that innovations have not

yet touched and everything still ends with posters "The dog is missing. “Since

the company aims to make the world a better place for dogs, PEDIGREE offered

dog owners the world's first service for help during the disaster - was developed

a PEDIGREE Found application, using which only by pressing one button can

you send a message about the loss of the dog to everyone within a radius of 2.5

km.

Results:

• App was downloaded by 10% of dogs owners;

• The brand was reached the maximum market share in the last 5 years.

THERE'S NO BIGGER PRIZE THAN SHARING

Goal: restore the old traditional connection between Loteria de Navidad (the Spanish

Christmas lottery) and emotions associated with this historic rally (except for

economic gain).

Idea: Christmas is an emotional holiday, during which people exchange and enjoy

bright moments together with family and friends. Mutual support - that's what the

Christmas spirit is, and Loteria de Navidad is an opportunity to share them.

Resolution: Use a national campaign with a wide split of channels, use social

networks to report the main message that each lottery number is divided into ten.

Therefore, families, friends and colleagues can buy tickets with the same number and

if they win, then all together. This feature created a large-scale social phenomenon:

everyone bought lottery tickets to share the numbers with their loved ones.

Results:

• Sales increase by 5%;

• Sales of lottery tickets €110 million;

• +5.5М sold lottery tickets.

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