1

Media Market Digest March 2016

TV continues to show growth vs 2015 Commercial TV-market is rising for the last 7 months New digital possibilities Facebook declined the rule of 20% Instagram will start showing posts out of order

Print, OOH, Radio March 2016 results

ZenithOptimedia Global advertising forecast update

Nielsen research on worldwide viewing habits

2

TV

Grew by 8% vs Jan-Mar’15 Sold-out is in line with pre-crisis

years

p.3-10

Radio

Twice increase vs Jan-Mar’15 Market trends of 2016 applied

for the Radio p.28-29

Research & Trends ZenithOptimedia Global

advertising forecast update Ukraine is in TOP20 of the

Warc100 effectiveness ranking p.30-35

Digital VOD monitoring includes

HTML5 formats from Mar’16 Display ads on Mail.ru Group

websites will be delivered by IAB standards

p.11-17

OOH

Growth by 11% vs Jan-Mar’15 Advertising in Kiev: city will be

cleared of OOH ads by operators

p.18-25

Print Слайд 31

Moderate increase by 12% vs Jan-Mar’15

p.27

Non-standard OOH “Felix”

NESCAFE Classic: Multi-channel project “your morning motivator”

Abetka: Nestlé Healthy kids

digital project

Cases

ZOU Campaigns

p.36-39

3

Jan-Mar’2016 in

terms of WTRP’s vs

Jan-Mar’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 average 75% In Mar’2016

The dynamics is typical for pre-crisis

years

Mar’16 vs Feb’15

Snack Production sharply grew its activity

in WTRP’s

11th W 12th W 13th W 14th W

1st* 1st* 2nd* 2nd*

* Position by WTRP’s on weekly basis

95,6

21,3

20,1

16,

15,6

12,3

10,6

10,6

8,6

8,1

Pharma

Food

Telecom

Cosmetics

Hygiene

Trade

Entertainment

Confectionery

Hot Beverages

Detergent

12%

4%

12%

46%

23%

10%

65%

36%

1%

-23%

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

Processed by “CCM” Subsidiary Enterprise

Pharma category started decreasing repeated the tendency of previous years completely

Nova Poshta started activity in Telecom category

STB lowered its activity, caused Entertainment category decrease vs prev. month

Hot Beverages showed growth vs prev. month thanks to tea category activity rise

Unilever increased Lipton support

73%

28%

1%

6%

-23%

-12%

-10%

-14%

-34%

TOP Categories 2016 vs 2015 Mar’16 vs Feb’16

13,1

12,9

12,8

8,9

8,5

6,3

6,0

5,8

5,6

5,4

Nestle

Pharmak

Procter&Gamble

L'Oreal

Reckitt Benckiser

Unilever

Vodafone

Danone

Kyivstar

Sanofi

5%

64%

32%

22%

20%

133%

8%

-35%

-7%

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

Processed by “CCM” Subsidiary Enterprise

9%

8%

37%

58%

25%

-20%

-16%

-9%

-12%

TOP Advertisers 2016 vs 2015 Mar’16 vs Feb’16

Snack Production entered TV advertising market, becoming one of the biggest players since 11th week

Flint, Big Bob and San Sanych brands were on air

Nestle replaced Pharmak on the first position thanks to activity increase in Mar’16

Vodafone intensified its activity, which gave the advertiser an opportunity to enter TOP-10 list

7

In the beginning of 2016 high plenum of commercial blocks is still has kept on StarLightMedia channels since August 2015. According to the results of February 2016, plenum made up 83% and in some weeks this index approximated to 100%. This trend is also being observed on other ТВ-channels of Ukrainian market, - StarLightSales is announcing.

«This year, sold out of commercial blocks in February is higher, then in January, in contrast to the 2014-2015-го, when plenum of the second month was in the same level with the first. We are seeing renewal of TV market, because amount of brands in the ether increased by 17% in January and by 11% in February versus last year.

Source http://goo.gl/yj3m3S

StarLightSales: commercial TV-market is rising for the last 7 months

8

Source: http://goo.gl/ASVSIE

You know how important medicine commercial is for our TV. And how exactly pharmaceutical companies are advertised on TVВ, I will show you now – recently I came across a detailed study of the issue for the last year. Rating purchase volume of medicine commercial increased by 7% in 2015 vs 2014. To be more exact, level of contact with viewers (EqGRP) increased by 7,3% in a year, аnd amount of elaborated ratings (WGRP) – by 7,1%. Such figures brings profile pharmaceutical portal apteka.ua, referring to the Nielsen's data, that calculated according to the general totality «Universe» (4+, cities with more than 50 thousand of population).

Pluses have pushed «Inter» from lead position of medicine commercial volume

According to the global Nielsen’s research (Video on Demand), traditional television, specifically pay cable and satellite TV are preferred by majority of Ukrainian (67%), Europe (65%) and global respondents (72%)/

9

Video on Demand vs traditional TV in Ukraine and in the world

Source: http://goo.gl/Oh3TM9

Video watching on TV and desktop in Ukraine

Source: http://goo.gl/Mv398k

Positive dynamic of increasing the amount of Internet users has kept for the 5-6 years. With advent of 3G in Ukraine the use of smartphones, tablets and other mobile devices is becoming very popular among the online users, offering free access to resources. Television remains the most popular media channel.

10

Source: http://goo.gl/rB0FKu

Source: http://goo.gl/ZgjG5a

Research company GfK Ukraine, which had lost contracts for telemetry for last two years, and then on radio measurements, conducted a poll commissioned by the donor agencies including USAID Donetsk region residents for their mediapreferences.

STB channel became the leader in three audiences of MB Top Channel research at once, demonstrating a marked increase in the share. In one audience - 18+, 50 ths+ - championship left for the "Ukraine“ channel. The most noticeable decline in the share in February has 1+1.

Top-list of TV channels in February: jerk of STB

1+1 media is launching new video distribution service Source: http://goo.gl/FNXAjF

1+1 is launching new service OVVA.tv, which makes it possible to monetize a video library by advertising model and ensure copyright protection on its own and partner video content. This was reported in a press release of the company.

Isn’t panel scandal enough? GfK is seriously assuring, that Russian channels in Donbass are being watched by 16% only

11

25,8

19,1

16,0

15,6

14,5

13,4

12,8

12,3

12,2

10,1

Beiersdorf AG

Skoda Auto

Fozzy Group

Nestle

Jacobs DouweEgberts

Kyivstar

Brown FormanCorporation

Mondelez

McDonald's

Pepsico

VOD TOP Categories

31,8

29,3

23,1

20,8

20,0

19,1

18,8

16,2

15,3

13,1

Trade

Confectionery

Food

Auto

Telecom

Alcohol

Cosmetics

Restaurants

Hot Beverages

Perfumes

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

12

VOD TOP Advertisers &

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

processed by “CCM” Subsidiary Enterprise

10,2

1,7

1,6

1,3

0,7

0,6

0,6

0,6

0,4

0,3

Trade

Telecom

Auto

IT

Realty

Entertainment

Finance

Education

Alcohol

Confectionery

174%

381%

57%

122%

34%

47%

286%

-45%

The most significant growth in Alcohol category was shown by Sun InBev (Bud and Chernigivske brands)

Confectionery category increased:

Ferrero rose its activity in March

Nevertheless Mondelez is still an absolute leader mostly thanks to Korona support

38%

11%

24%

34%

32%

130%

-1%

-89%

-22%

Banner TOP Categories 2016 vs 2015 Mar’16 vs Feb’16

13 Source: Communication Alliance, whole banners excluding teasers. Impressions, Bln. Data processed

by “CCM” Subsidiary Enterprise

Telecom showed decrease vs prev. month

Nova Poshta nearly stopped its activity, but still holds the second position

Intertelecom entered the market being stopping category from further decrease

ATL, as a newcomer in TOP-10, was the driver of Auto category dynamics

Banner TOP Advertisers 2016 vs 2015 Mar’16 vs Feb’16

14

5,17

1,22

0,62

0,44

0,36

0,31

0,31

0,27

0,25

0,24

Rozetka.ua

Nova Poshta

ModnaKasta

Mail.ru

ATL

Aist-green.com.ua

Citrus

Autoline

Allo

Lamoda.ua

126%

100%

100%

462%

-35%

-19%

3%

100%

21%

-99%

-20%

-2%

-1%

-13%

Source: Communication Alliance, whole banners excluding teasers. Impressions, Bln. Data processed

by “CCM” Subsidiary Enterprise

According to the results of Gemius research, Ukrainian advertising activity on the Internet in 2015 has dropped in half, reports Watcher. Average click through the rate (CTR) on advertisements in the Ukrainian Internet in H2 2015 was 1.16%. It fell by 47% (from 1.71% to 1.16%) compared with H2 2014 .

Young people under the age of 34 years click on advertising the most frequently. Their share in the total Internet users is 55%, while the share of ad impressions for that audience is the same - 55% and the higher clicks rate - 59%.

Ukrainians started to be less interested in advertising

Source: http://goo.gl/cjeVpz

15

Mail.Ru Group will deliver display advertising on viewability standards of IAB. The shift from a served impression to a viewable impression is yet another step to greater accountability in digital media. Marketers will pay only viewable impressions when 50% of a banner is displayed in active screen for more than 1 second

Display ads on Mail.ru Group websites will be delivered by IAB standards

Source: http://goo.gl/CC2m7T

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The Nielsen Global Video-on-Demand Survey examines who’s watching on demand content, how they’re watching and why. It also explores how online-service providers are affecting the traditional TV landscape and offers insights about how to adapt as the ecosystem continues to evolve

• Nearly 2/3 of global respondents say they watch some form of video-on-demand programming

• Most viewers appear to be supplementing paid traditional TV services. 3/4 of global online respondents say they pay such a service to watch programming; just 1/4 say they pay an online service provider

• 2/3 of traditional TV-package subscribers in the survey plan to maintain their subscriptions, but nearly 1/3 say they plan to cancel their service in favor of an online-only provider

• 51% of global respondents agree that ads displayed before, after or during video-on-demand programming give them good ideas for new products to try, and 59% say they don’t mind getting advertising if they can view free content

Nielsen Research Reveals worldwide viewing habits in the evolving media landscape

Source: http://goo.gl/HGXXJe

17

Facebook began to gradually decline the rule of 20% for

advertisements. Previously it was not allowed to place ads in the

image containing more than 20% of the text. According to new rules,

ads that exceed this limit will receive less coverage

Source: http://goo.gl/asjmqn

Google recently announced that its search results algorithm will be

updated in May 2016 to further favor mobile-friendly sites, and

penalize the opposite. This will mark the second time in 13 months

that Google has updated its algorithm to emphasize mobile. This

update demonstrates the importance of providing a consistent user

experience across all devices

Google Announces Second Mobile Algorithm Update

Source: https://goo.gl/OZ86bU

Instagram will start showing posts out of order, like Facebook. This

algorithm is based on the analysis of content, which generates the

most of interaction with user. Photos and videos will be sorted, what

means increasing adaptation to users tastes and needs

Instagram is testing the algorithm responsible for displaying the content

Source: http://goo.gl/Tt3D9B

Facebook declined the rule of 20%

18

6,2

6,2

4,7

3,3

2,7

2,7

2,5

2,3

2,3

2,2

Fozzy Group

Sport Life

Epicenter

Privatbank

Samsung

Lifecell

Riel

K.A.N.Development

Vodafone

Allo

46%

15%

-13%

-2%

-11%

-30%

-31%

TOP Categories

55,1

33,3

24,6

17,1

11,2

9,6

7,8

6,7

6,1

3,2

Trade

Realty

Entertainment

Auto

Telecom

Finance

Sport

Restaurants

Medicine

IT

32%

14%

54%

18%

-9%

-6%

-6%

-3%

Building Design Company (Realty category) appeared in TOP-20 in March

Fuji Heavy Industries and PSA Peugeot Citroen drove Auto category growth vs prev. months, while Shell sharply decreased its activity

Sport Life increased its activity by 2,5 times vs Feb’16, but it is still 10% lower than prev. year

Volya is the main reason of IT category growth

2016 vs 2015

19

2016 vs 2015

TOP Advertisers &

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

Enterprise

The first in Ukraine on outdoor advertisements you can watch the trailer of the new cartoon. Entertainment uses a new form of communication with consumers. Promo-video animated film “Zootropolis” studio “Disney”, which was released in rent in cinemas, appeared on Ukraine's first Digital-panel bus shelter BigBoard Ukraine. Launching digital-project initiated in outdoor BigMedia Agency (group BigBoard Ukraine) and Starcom (Publicis Group) for client B&H Film Distribution.

20

Ukraine had the first digital bus shelter

Source: http://goo.gl/RfCoHC

Non-standart advertising campaign of Nestlé brand “LION”

“ZenithOptimedia” (Publicis Groupe) and operators of outdoor advertising has implemented non-standard project for a client Nestlé brand “LION”. It was made 7 extenders: 5 in Kyiv and 2 in Lviv. Extender developed by “MVG Group”.

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Source: http://goo.gl/atKadH

Advertising in Kiev: Capital city will be cleared of outdoor advertising by the operators On the 1st of March in Kiev was presented the concept (the road map) of the reform of the capital market of outdoor advertising, promising to reduce the number of colorful and sometimes inappropriate structures in the city streets.

It is planned that this year will streamline outdoor advertising on the 9 streets of the capital: Mechnikova, Klovsky descent, Petrovskaya Alley, Park Road, Dnipro descent, Avenue of Heroes Krut Str. Basseynaya, boulevard Lesia Ukrainka and Shevchenko boulevard.

During the 2017-2020 years it is planned to develop and implement the scheme of placement of advertising structures in the 10 zones of the city. "Reforms that are held in the area of outdoor advertising, must be feel the residents of the whole territory of Kiev, and not only the central areas", - said Polishchuk (head of the Association of operators of outdoor advertising in Ukraine), explaining the proposed zoning of the capital.

22

What MWC 2016 means for outdoor advertisers

Source: http://goo.gl/gWIhfU

Posterscope's Nick Halas is back from Barcelona and says 2016 is going to be a transformative year for out-of-home.

Mobile World Congress (MWC) has evolved into one of the biggest consumer technology showcases in the world. Mobile technology is increasingly becoming part of everyday behaviours, greatly impacting how consumers engage with each other.

Major focus areas included wearables, home security and smart cities, alongside with proof of the evolution of not just connected cars, but also almost any connected device you can think of: including the 'connected cow' (a genuine agricultural innovation), as well as some which are equally innovative, if (in my opinion), somewhat creepy, like Sony's Xperia Ear.

This tidal wave of change promises to be transformational for everyone involved in the OOH ecosystem, particularly for the digital OOH sector.

23

Clear Channel Outdoor launches in the US system of in-depth analysis of its audience of advertising

Source: http://goo.gl/XrA2Zo

Media and specialized agencies have been dreaming about making out-of-home advertising is measured more deeply.

Together with a number of partners Clear Channel created Radar system that tracks the movement of circuit behavior and other information of interest advertisers. The technology provides equipment advertising designs devices that interact with mobile phones of passers.

Clear Channel Outdoor is working with service AT & T Data Patterns (analyzes subscriber telecom operator base), with PlaceIQ (determines the behavior patterns based on mobile data analysis) and Placed (monitors and compares promotional contacts with purchases).

The final goal, of course, to make it possible targeting consumer advertising of those products which they buy with a high probability. Radar If there is evidence indicating that the consumer has the cats and the consumer in particular pet store merchandised, he should show the cat's tray advertising on a billboard next to the shop.

24

http://goo.gl/gDVBL6

OAAA shares Real Data for Its “Feel The Real” Campaign

Last fall the Outdoor Advertising Association of America won attention during Advertising Week with a set of very effective out-of-home ads for, well, out-of home ads. With billboard trucks attacking ad fraud online and precisely-placed signs targeting individual ad buyers by name, the campaign drove traffic to FeelTheReal.org, demonstrating the power of its own medium and simultaneously sowing doubt about betting everything on digital.

Source: http://goo.gl/eS3GzZ

What it Means for consumers and brands that New York is becoming a “Smart City” By the relatively recent end of their life cycle, those pay phones dotting the Manhattan landscape had largely been beaten into a state of dysfunction. But soon, they will be replaced by sleek, Wi-Fi-enabled kiosks, making New York home to the most advanced citywide wireless network in North America.

Source: http://goo.gl/n9adG5

The advanced technology of Light ID Panasonic will teach displays to communicate with phones

http://goo.gl/PNMYf8

The new consumer journey: traveling from OOH to mobile

http://goo.gl/mtPYhF

oOh!Media signs exclusive out of home partnership with Quantium

Clutter of outdoor advertising in the planning of an advertising campaign

http://goo.gl/pXJVkp

Exterion Media plans Clear Channel takeover

http://goo.gl/HJ4qhy

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http://goo.gl/bR8bc1 http://goo.gl/z39AWS

http://goo.gl/CVTVEQ

http://goo.gl/NvFSIU http://goo.gl/wkwpB6 http://goo.gl/6A38hS

http://goo.gl/3SsU58

http://goo.gl/0IpD63 http://goo.gl/qkXnKN http://goo.gl/fdtnmr

http://goo.gl/KHcWUx

Banking sector dominates OOH industry in Q1'16: Sanjeev Gupta

New Yorkers managed to get into the movie without sampling

London Advertising Screen Doubles Up As Community Garden

http://goo.gl/fNYiMC

Toyota has made billboard in a climbing wall

JCDecaux explores the specifics of the London audience ooh-advertising

Hitman advertised in public toilets

Netflix's Daredevil Characters Physically Damage Each Other's Billboards in Hashtag Fight

Watch People Climb Toyota and Saatchi's Insane RAV4 Rock Wall in Times Square

Stickers in the Paris subway reminded of Alzheimer's disease

Border billboard made sky framed

Creativity in Outdoor: billboards Reebok exchanged sneakers on the sprint race

Creators of Isobar turned passers in conductors

26

7,3

4,4

2,8

2,3

2,0

1,8

1,6

1,6

1,5

1,4

L'Oreal

Seldiko

Hexagone

ChaneL

Olaynfarm

Procter&Gamble

Unilever

UkrainianNational Lotery

Yves Rocher

Louis Vuitton

81%

90%

60%

26%

60%

-61%

TOP Categories

19,6

19,3

19,1

17,7

7,1

7,0

6,5

5,1

5,1

3,0

Trade

Entertainment

Cosmetics

Pharma

Auto

Perfumes

Wear

Finance

Jewellery

Restaurants

22%

40%

60%

43%

30%

6%

-17%

-17%

-6%

Print market increased by 75% vs prev. month (repeating dynamics of prev. years)

There were a lot of newcomers in Trade which made the category growth 2 times vs prev. month

Seldico sharply rose its activity shifted from 9th to 2nd position

2016 vs 2015 2016 vs 2015

TOP Advertisers &

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

28

8,0

5,4

4,1

3,6

2,3

2,3

2,2

2,1

1,8

1,7

Natur Produkt

NAT

Victor & Co

Get'man

Zolotiy vik

Megapolis

Russkoe radio

Poltava Distillery

Shustov

Crimean WineHouse

13%

26%

28%

32%

100%

100%

100%

TOP Categories

18,7

18,6

13,1

11,4

6,5

5,4

3,9

3,5

2,8

2,7

Entertainment

Alcohol

Pharma

Trade

Food

Auto

Realty

Jewellery

Finance

Education

92%

105%

34%

111%

42%

72%

131%

Radio continued to grow vs prev. year (+144%)

Arterium entered the market in march, being the biggest distributor in Pharma category growth

Rozetka.ua was the driver of Trade category increase

Education category rise is mostly explained by Jordan Belfort trainings support on radio

2016 vs 2015 2016 vs 2015

TOP Advertisers &

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

Radio was the only traditional media, which income grew in 2015. Quite an unexpected result, given that the advertising in the traditional media of others remained the same, or went negative. Forecasts for the current year is even more optimistic. Ukrainian Advertising Coalition provides 9% growth, an independent research company, Cortex - 15%. If expectations are met, for the Ukrainian radio it will be one of the best years in its history. In the hryvnia equivalent, of course.

In its wave: Radio is the only media that showed revenue growth in 2015

1. Big data - big insight: makes software marketing and online sales of radio possible

2. Automation and Programming: automation of radio will not only improve the efficiency of planning and optimization, but also give confidence in the correctness of the advertiser investment

3. Mobile Marketing: the audio format is ideally suited to mobile devices

4. Unique coverage and uniform basis - cars and home

5. The response of the audio in the online reality

29

Market trends in 2016: be ready for the Radio

Source: http://goo.gl/MNzwB5

Source: http://goo.gl/h1ygWB

30

The authoritative international analytical platform Warc, that is in charge of the study of effective marketing and advertising communications for more than 30 years, presented the TOP 2016 country performance.

Ukraine has taken an honorable 20th place, giving way to the US, UK, India, China, Australia, but beating Brazil, Singapore, Japan, Russia and other countries.

Warc Rating is based on the analysis of advertising of more than 2,000 winners in 79 different festivals, which evaluated the effectiveness of advertising campaigns. The level of prestige award was determined by results of a survey of more than 100 leading strategists.

31

Ukraine is in the top 20 countries in the Warc100 effectiveness ranking

Source: http://goo.gl/vTVPWo

ZenithOptimedia predicts that this year the global advertising market to grow by 4.6% (against 3.9% last year) and will be $ 579 billion. The milestone of $ 600 billion will be overcame next year.

The three main reasons for our optimistic forecast:

• Events leap year (in the US presidential election, the Olympics, Euro 2016) will add 6.1 billion dollars to global advertising market

• Fast recovery of a number of European markets, affected by financial crisis

• The rapid growth of new markets in Africa, Asia and Latin America which become open and interesting for international advertisers

32

ZenithOptimedia: Global advertising market is growing despite economic difficulties

Source: http://goo.gl/PesBoN

Advertising spending on digital media continues to grow. And if in 2016 they are projected to make up 27% of the total advertising market, it will increase to 29.3% in 2018

Global advertising expenditure on digital to grow by 15% in 2016

Source: http://goo.gl/oGn8y9

33

Mobile devices are accounted for 80% of time spent on social networks A new study by comScore confirmed Facebook's leadership in the framework of audience involvement, and Snapchat appeal to a younger group of people

http://goo.gl/MWHtvj http://goo.gl/EOoVvF

http://goo.gl/HDGWKD http://goo.gl/Dl0VLH

Mobile advertising can go nowhere To date, 24.6% of Western smartphone users have installed ad-blocking software on their devices. Tune predicts that the number of users who do not want to see ads on their mobile devices will have reached 80% by the end of 2017

Advertising in social media has an impact on 50% millennials Deloitte Digital Democracy Study found that people aged 19 to 32 years is greatly influenced by advertising in social media, video games, and celebrities and opinion leaders support of goods. More than 50% millennials note that advertising in social media has a high / medium impact on their purchasing decisions

How the Internet of Things will destroy the well-known brands You can stumble upon hundreds of news about how the Internet gradually penetrates in every thing. Internet of Things became the most powerful technological trends of recent years. According to research firm Gartner, the world now has more than 5 billion connected devices. And by 2020, according to its forecasts, those will be around 20.7 billion

34

Generation Z prefers YouTube and Netflix, tolerant to advertising According to a new study by Defy Media, young millennials and teens consider video as their daily routine. Most of the 13-24 year olds (65%) watch the content in the morning (before school or work) and into the evening.

http://goo.gl/HpYa0j http://goo.gl/ule8tc

http://goo.gl/6Rs14D http://goo.gl/UGCEE9

Study: what women want This year, women are focused on improving their physical and financial health, the study notes. Nearly two-thirds of respondents (63%) said that they want to increase their focus on personal financial management in 2016, and more than half (51%) said they would prefer to hire a personal fitness trainer or nutritionist than a financial advisor, decorator or shopping consultant

Why millennial buyers are so difficult to impact? A special approach in terms of marketing should be implemented to millennials . According to the results of the research, the perception of information for generation of the 90s is a little different- primarily it passes through filters for compliance with reality

Infographics: What influences the purchasing decisions of parents? Facebook new study has shown that 64% of parents believe that children influence their purchase on where to spend their vacation. 62% of parents of adolescents believe that their children have a greater influence on their purchasing decisions than they had on their parents. And 71% of parents believe that children control their expenditure on food

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

36

Target

Media

Tools

Decision

Period

Summary

&

Results

37

Non-standard OOH “Felix”

Target

Media

Period

Relatively new brand in Ukrainian market was aimed to Increase brand awareness and consideration, engage with brand image – Clever cats get Felix

Non-standard OOH

October 2015 – December 2015

Media facades Gulliver, Gagarin and shopping mall “Passage”, Game on screens shopping mall “Ocean Plaza”, bridge with extenders, videoboards To show Felix cleverness in urban scale we use non-standartd OOH formats. Also we launched DOOH where interaction via mobile application users had opportunity to play with Felix on Ocean Plaza screen

• Geography – Kyiv, Odessa, Dnipropetrovsk, Kharkiv, Lviv • Total OTS per campaign – 34 305 469 • Awareness and Consideration growth

Target

Media

Tools

Decision

Period

Summary

&

Results

38

NESCAFE Classic: Multi-channel project “your morning motivator”

To build EMOTIONAL bounds of consumer with the brand : • Engagement with brand’s activities on morning territory • Drive TRIAL of Classic Crema as a new news

Target

Special multi-channel project Media

Period of action Aug-Sept 2015 Period

Through TV sponsorship announcement, digital banners , radio and SN posts NESCAFE Classic invite to create morning motivator on promo page and those who participate in project were used as UGC (your morning motivator) in TV sponsorship, radio and subway ad (video projections)

Strong emotional connection through stimulating consumers to move forward with good mood and kick start all possibilities of the day from the first sip of NESCAFE Classic in the morning. Drive “fresh and enjoyable start of the day” image

• About 323 M paid contacts • 920 UGC morning motivators

51% of created motivators were thanks to Earned contacts +68% vs plan created motivators from paid tools

• Growth in Trial

Target

Media

Tools

Decision

Period

Summary

&

Results

39

Abetka: Nestlé Healthy kids digital project Local Ukrainian digital platform launch of the global project "Nestlé Healthy kids" targeted on popularization of the educational NHW project among parents to change the behavior and switch Ukrainians from health-nutrition declaration to action

Target

Digital project Media

Period of action Sept-Nov 2015 Period

Partnership with digital source of TOP TV channel , Digital video, targeted placement, Youtube and program placement in TOP digital video sources + site fine- tuneing

Integration in playful entertainment that parents search for kids, for educate audience and attract parents’ attention, who then will implement nutrition principles with their kids. Idea is work with gatekeepers in relevant (not declared) content + develop consumer pathway through site usability

Simple redesign and clear call-to action lead to 5 times conversion rate growth - 25% conversion rate. Also key indicators of site health were grown • Cost per view – 57% (based on right targeting), • Organic views: - growth in 10 times since ads campaign • Indirect prove of project popularization – growth of search queries «Абетка

Харчування» in project period

Thank You!

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