HEADLINE : UKRAЇNE TREND CONTINUATION: NATIONALIZATION OF MEDIA CONTENT р. 7-10

Contents: TV market overview р. 2-6

Media trends р. 7-20

Best cases р. 21-28

Entertainment page р. 28-31

TV MARKET. MARCH 2015

TOP categories

• 18% activity decreasing comparing to the same period of last year;

• Such categories showed a significant growth: Communication, Trade, Restaurants and entertainment, Non-alcoholic beverages, Products;

• Pharma showed a significant decrease in activity, but remain the leading category on TV;

• Alcohol and Confections are the categories with the greatest reduction in activity.

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WGRP All 18-54 50k+

Янв-Мар'14

Янв-Мар'15 +/-

Pharma 114 583 113 302 -1%

Products 24 880 28 506 15%

Non-alcoholic beverages 22 390 26 305 17%

Communication/Post services 12 566 23 386 86%

Alcohol 58 600 20 748 -65%

Trade 11 336 19 253 70%

Hygiene 25 233 15 730 -38%

Cosmetics 23 076 13 355 -42%

Household chemicals 19 471 10 272 -47%

Confections 22 846 9 993 -56%

Finances 6 368 7 035 10%

Vehicles 9 687 6 738 -30%

Perfumery 5 970 5 531 -7%

Household appliances 4 221 4 407 4%

Restaurants and entertainment 2 120 2 532 19%

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

Communication/Post services : mobile operators began to promote

3G Internet services

Trade: household appliances networks. Rozetka.ua remains the category

leader

Non-alcoholic beverages: Support of coffee and tea TM, mineral

waters started TV campaigns

Products: Ukrainian producers drive the

category: Korolіvsky Smak, Torchyn, Flint, Ferma

CHANGES IN TOP CATEGORIES. MARCH 2015

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

Significant increase in January-March 2015 showed the categories:

+86% +70%

+17% +15%

CHANGES IN TOP CATEGORIES. MARCH 2015

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

Significant investments reduction in Hygiene, Cosmetics and Household chemicals categories due to:

Going off the air or reduction in activity of small advertisers

Significant reduction of investment by major international producers: Procter&Gamble, L'Oreal, Beiersdorf, GlaxoSmithKline and

others. Unilever: the only one producer,

which increased its activity (+38%) in support of Axe, Clear,

Domestos and Dove

up to -47%

TV MARKET. MARCH 2015

TOP advertisers

• Farmak and Arterium: Ukrainian companies continue to increase activity and strengthen their lead;

• Kyivstar and MTS – increasing the activity in support of 3G and mobile Internet;

• Large international companies such as Nestle & L'Oreal, P&G, Reckitt Benckiser and others continue to treat with caution in TV placement.

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WGRP All 18-54 50k+

Янв-Мар'14

Янв-Мар'15 +/-

Nestle & L'Oreal 25 731 23 301 -9%

Farmak* 12 269 13 372 9%

Novartis 11 227 12 905 15%

Unilever 11 189 12 138 8%

Kyivstar GSM 3 025 7 699 154%

P&G 19 074 7 357 -61%

Reckitt Benckiser 10 737 7 351 -32%

Arterium* 3 787 6 612 75%

Sanofi-Aventis 4 496 6 082 35%

Mondelez Ukraine (Kraft Foods) 7 500 6 081 -19%

MTS GSM 4 824 5 959 24%

AB InBev 4 678 5 618 20%

Ukrtatnafta* 6 934 5 424 -22%

Richard Bittner 5 784 5 262 -9%

Bayer 5 502 5 088 -8%

TOTAL 389 845 321 277 -18%

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

WEEKLY TV ACTIVITY 2015

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To the end of March the situation began to improve and activity has almost reached the level of 2014.

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

CHANGES IN LEGISLATION

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President of Ukraine has signed the Law “On amendment to some legislative acts on the protection of informational TV space in Ukraine” The amendments concern the broadcast ban of Russian origin content on Ukrainian TV from late May - early June

CHANGES IN LEGISLATION

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Broadcast and display ban for: • Russian films and TV series, in which:

Russian military forces presented in a positive way; questioned / denied the territorial integrity of Ukraine (justified its occupation); presence xenophobia;

• Russian films and TV series, issued after 01.01.2014 (does not apply to theaters);

• TV products with the participation of people who have publicly supported the occupation of Ukraine.

TV products created in the USSR, until August 1, 1991 are not prohibited by the law

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OTHER MEDIA TRENDS. TV

Ukraine's public television began broadcasting On the first channel of the Public Television will be presented informational programs and on the second channel – analytical content. Public television will have a network of regional channels. Within the public broadcasting will work three radio channels: socio-political, youth and cultural.

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OTHER MEDIA TRENDS. TV

One more news channel appeared in Ukrainian TV National Council on Television and Radio Broadcasting gave a satellite license for a new TV channel RTI (Ltd. TRC “Interradio”) – already for 10 years. According to the concept, new channel will provide informational and musical content fully in Ukrainian language. Channel will provide informational broadcasting, as well as 5 hours and 45 minutes of music programs. Channel plans to provide public satellite broadcasting, and in future – to develop in the cable. TV station also plans to broadcast in vision radio format, i.e. live radio programs.

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OTHER MEDIA TRENDS. TV

The first Crimean and Tatar channel ATR stopped its broadcasting This was due to the refusal of registration in Rostekhnadzor. In addition to the ATR Channel, Lale channel and radio station “Lider” and Meydan stopped broadcasting ATR TV channel broadcasted in the Russian, Crimean and Ukrainian languages for Crimea population from 2006.

OTHER MEDIA TRENDS. DIGITAL

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“Vkontakte” will provide information about the coverage and effectiveness of each message published in community The innovation is already available for public administrators who reached the mark of 10K subscribers on March, 31. For each message there will be data with the number of interactions with it: the number of “Like” marks, repost, comments, referrals and other. Administrators will be allowed to see the number of users which hide the post from their news feed. Also the total coverage of publications is counted — all users who have seen post (but who are not the subscribers of the community) with the number of those who entered the group.

OTHER MEDIA TRENDS. DIGITAL

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New advertising functional has appeared in Youtube “Tips” – new opportunity, has appeared for video creators. This function is for products advertising and showing various information to the audience. Tips adjusted separately for each video and available on computers and mobile devices. There is an opportunity to indicate target URL for each tip and in some cases, add images, titles, and calls to action. 6 types of tips are currently available. Tip can be added in the “Video Manager” by following the instructions in YouTube “Help”.

OTHER MEDIA TRENDS. DIGITAL

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Mobile-oriented sites will have preferences in Google search results Since April 21 for all countries, including Ukraine, where the services of corporations are presented, the position of websites, focused on Mobile and with high rate of mobile applications will be improved. Changes will have an impact on the mobile search in the Internet in all languages, but at the same time, users will see better results of their requests. Also, Google will begin to use the data of indexed applications as a factor affecting the results of the search results ranking for users who have installed these applications.

OTHER MEDIA TRENDS. DIGITAL

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Military men has launched Ukrainian Under Attack Site The headquarters of the antiterrorist operation has launched http://ukraineunderattack.org/ website, which publishes news about the Russian aggression against Ukraine and the situation in the Donbass, also in English. About 20 news per day will be published on the site, with promptly translation into English. News reports will be based only on verified facts. Except the news there will be such columns as “History of the War in Ukraine”, “Proofs of Russia presence in Ukraine” and “For media”.

OTHER MEDIA TRENDS. ООН

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Interactive bus stops – new available OOH format for Ukrainian advertisers Advantages: Synchronization of constructions for outdoor advertising with Internet; Ability to publish photos and videos in social networks; Technologies allow to become the protagonists of your advertising; Ability to implement hundreds versions of advertising campaigns.

Example of OBI campaign (Germany)

OTHER MEDIA TRENDS. PRESS

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NARGIS: new network fashion magazine has been launched in Ukraine First local edition of NARGIS network magazine has been launched in March. The basic concept of the magazine - a refined mix of materials about fashion and beauty, culture and modern lifestyle. The position of the editorial board: only exclusive content, interviews with international celebrities and news from the horse's mouth, only first-class design and print quality. NARGIS are already issued in Azerbaijan and Georgia, and soon it will appear in Turkey. The magazine will not be available in the general market. As befits a true companion of busy life of successful readers, it will be spread in a limited number of places.

GLOBAL MEDIA TRENDS. DIGITAL

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Instagram has launched new advertising format “carousel” The new functional will be implemented on a limited scale in the next few weeks. “Carousel” format is a new way for brands to share a large number of images with people interested in their publications. By passing finger over the ad to the left, users will see additional images and a link to the site of selected brand. If users do not want to view additional photos, they can skip the brand post by scrolling down the tape.

GLOBAL MEDIA TRENDS. DIGITAL

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Twitter launches Curator tool Twitter has released a new media tool called Curator, which is designed to display the flow of relevant tweets and Vine video outside the social network - during the broadcasts and stories all over the internet and mobile TV. Content will be added to the site in real time. Curator will allow publishers to filter tweets by hashtags, authors, number of subscribers and languages.

UKRAINIAN CASE. ООН

CAMPAIGN: Melting billboards, Rubber boots shop, Kiev, 2013

SITUATION: Kiev residents will remember March 2013 for a long time: the city was suddenly paralyzed by snow and cold. But the calendar showed spring, and the weather forecast promised a sharp warming. Realizing that the snowy mountains would melt quickly and that would lead inevitably to the increasing of rubber boots sales, the brand had launched a non-standard promo in order to attract customers to his shop as the flood was ahead.

SOLUTION: Snow mountains became a media channel: one day on non-standard “billboards” appeared a simple promo message: “20% DISCOUNT ON rubber boots until it will thaw”. Thus, only the sun influenced on period of promo offers. Consumers looking at great snow “boards”, realized the threat of snow thawing and received an instant decision of coming problems.

RESULTS:

• sales increased by 150% • next month sale increased by 200% • Traffic to the site increased by 300%

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UKRAINIAN CASE. INNOVATIONS

CAMPAIGN: "Vyshyvanka" Kyivstar, 2014

GOAL: New tradition inculcating of celebrating the Embroidery Day at Kievstar Company on the last working day before the Independence Day of Ukraine. All employees company come to work in the national shirt - vyshyvanka, as a symbol of national heritage.

SOLUTION: Thanks to “Design your own unique vyshyvanka” project, each employee received an opportunity to be a designer and to design his own style and pattern of the national costume. 8 best works were implemented as real shirts and presented to creators by Lviv masters

RESULTS:

• 90% of employees took part in the competition • 600 unique vyshivankas were created during the project • about 6,500 votes were collected during the competition for

the best work

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UKRAINIAN CASE. ООН

CAMPAIGN: Kozlovitsa. Restaurant opening, Kiev, 2014

GOAL: The announcement of new Czech restaurant opening and stand out from known Czech competitors.

PROBLEM: «Kozlovitsa» – a new word in the Ukrainian lexicon. Association is clearly negative, and the first thing that comes to the consumer mind is "Kozlovitsa is a gathering place of goats."

SOLUTION: The brand has created its hero: Velcopopovitslii goat–hospitable restaurant owner, who offers you a glass of cool Chech beer, and if it will seem small there are a few more glasses on the horns. Communication channel – ООН.

RESULTS:

• restaurant occupancy in the 1st month – 70% (40% above plan and 1.75 times greater than the market average);

• survey of visitors: 84% of consumers perceive «Kozlovitsа» as a positive and humorous word and causes only funny emotions;

• 67% of consumers responded “Velkopopovický Kozel” to the question of what beer is served in the restaurant

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CAMPAIGN: Life After Dark, Coopers, Melbourne, 2012 GOALS: Coopers Dark Ale one of the least well-known and smallest products in terms of sales volume, with the equally small budget, needed to get noticed and trialed. IDEA: Brand positioned as a night-time beer and enlisted the skills of world-renowned street artist Pose (MSK) to handcraft a single poster for this hand-made beer. SOLUTION: In a world first, Pose only used UV ink to create his artwork, which was invisible in daylight but would reveal itself after dark. The single poster in one market was supported online and was picked up and amplified by the audience via social media nationally and internationally. The campaign includes a three part video series that can be viewed on the website, LifeAfterDark.com.au along with a heavy dose of social, digital and magazine media. RESULTS: • Nationally sales for Dark Ale increased by 28,6%; • In Melbourne, where the poster appeared, sales grew 170%.

WORLD CASE. OOH

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CAMPAIGN: The “Couch Converter”, Vittel, France, 2014 BRAND: All Europeans know Vittel. They sell water. They are one of the best-selling mineral water brands in French. Their focus is on making people active, ignite their inner vitality. CHALLENGE: They wanted to encourage an active & healthy lifestyle, and get French people to embrace a healthier life. INSIGHT: French people spend about 4.5 hours a day on their couch doing not much. SOLUTION: Vittel decided to tackle the problem at its very source – the couch – by turning this unsurpassed symbol of laziness into a symbol of activity. The Vittel Couch Converter is the very first service aimed at converting people’s old couch into custom-fit running shoes. Simple. REALIZATION: Vittel asked French people to upload a picture of their old couch onto its website and to send fabric from their old couch. Vittel then went to work to customize a pair of shoes made from the same fabric of the couch. And this the nice touch: inside each shoe is a motivational message like ‘I’m with you buddy’, ‘Never forget where we came from’… signed by Vittel.

WORLD CASE. INNOVATION

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CAMPAIGN: Brit Rhythm, Burberry, New York, Singapore and London, 2013 BACKGROUND: To promote new men’s fragrance Brit Rhythm, Burberry held 3 music events on 3 continents to bring concept of Sound+Scent to life. 15 most influential music and fashion Instagrammers captured and shared events buzz and amplify the campaign through Digital. GOAL: To reflect the immediacy of the Instagram feed brand wanted to use DOOH. SOLUTION: Dynamic OOH campaign in New York, London and Singapore through the creation, management and distribution of Digital ads across multiple media networks. Over 100 unique ads using Instagram images captured live at the events was created and published. RESULTS:

• 110 unique ads in near-real time at 350 posters; • 4.2 million impacts across three continents; • Dynamic content was published for the first time in Singapore.

WORLD CASE. DOOH

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CAMPAIGN: Too busy to notice, Cancer Research, UK, 2015

BACKGROUND: Most people were simply too busy to even notice the growing obstruction, even as it became larger and larger. And this served as a powerful metaphor for the lumps that grow within our bodies.

GOAL: To challenge the tendency British citizens have of living on autopilot, too preoccupied to stop and check if everything’s OK with their health.

SOLUTION: Cancer Research UK is running “The Lump”, a commercial centred on a British high street in which a mysterious lump grows out from the pavement. The lump gets bigger and bigger until it would seem to be impossible to ignore. Despite its size, hundreds of pedestrians walk past the lump each day, ignoring the disturbance. An outdoor campaign supports the film and also sets out to test the publics’ powers of observation. The posters encourage people to spot anything unusual within the copy and to look out for small changes in the layout, linking the tasks with the importance of spotting cancer early.

WORLD CASE. AMBIENT & SOCIAL

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ENTERTAINMENT PAGE. CROSSWORD Nowadays media is indispensable in our social life. Every day we contact with dozens of data carriers, without which we can barely imagine our single day, or even hour. We decided to ask a few Ukrainians about how they spend their average day and reimagined it from the the most relevant media channels point of view. We also invite you to join us into this exciting process. On the next page you will find a kind of little personal respondents profile. Maybe in one of them you will recognize your lifestyle. All that remains for you – to “implement” media channels to the life of each person

I’m a mother-housewife and spend all my time mostly at home. ... for me is a way to

escape from worries and find out the latest news and rumors

I’m an office worker. My way to work across the busy main streets

– my everyday walk, and by looking at …, I find out the

latest novelties and actual offers from

brands I am CEO of big company and a very

busy man, my day is scheduled literally every minute, but when I drive my

personal car and listening to ..., it helps me to get distracted and keep abreast

of the latest news

I am a young designer with big goals

and ambitions. My services are already

popular among fashionistas. I keep

in touch with my consumers through ...

also ... is my source of inspiration and valuable

information

Its been long since I’ve retired and now am bringing up my grandchildren. Now I have a lot of time to spend quietly with ... in my hands and enjoy the peaceful leisure and stay informed with the latest news

I work in a progressive IT-company and can not imagine my life and work without my ... . There are everything in IT– communication, social networks, Internet access, and entertainment. If I forget it in the morning, leaving the home my day will be wasted

I am school teacher with a large family and daily cares. Each evening I go to ... to treat my family with delicious dinner and always pay attention to interesting offers from brands

ENTERTAINMENT PAGE. CROSSWORD

Let’s think which media channel make a high

impact on each person lifestyle moments and link the most relevant channel from a scope below with answers of respondents

ENTERTAINMENT PAGE. CROSSWORD KEY

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See you in the next issue!