vizeum monthly media news_august 2016_eng

TV market. January-August 2016

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

WGRPChanges,

rating points

Jan-

Aug'15

Jan-

Aug'16Changes, %

Pharma 0 173 035 195 830 13%

Communication 0 96 706 106 059 10%

Alcohol 0 95 833 105 908 11%

Non-Alcoholic Beverages 0 88 270 100 181 13%

Products 0 73 622 84 301 15%

Trade 0 54 301 62 804 16%

Entertainment 0 39 719 43 866 10%

Hygiene 0 36 335 42 330 17%

Transport 0 29 610 34 626 17%

Confectionaries 0 28 237 30 916 9%

Household chemicals 0 20 001 24 086 20%

Cosmetics 0 18 511 23 273 26%

Finance 0 17 945 19 262 7%

Perfumes 0 11 873 12 743 7%

Household Appliances 0 10 070 11 283 12%

TOTAL - 843 497 954 291 13%

TOP categories

• 13% activity growth comparing to the same period of last year;

• All categories have been showing strengthening of activity, situation

fully displays last year by distribution of positions in rating;

• Pharma holds leadership position for the second straight year

during this period and strengthen leadership with 13% growth;

• Communication places the second position in rating due to active

support by mobile providers of own tariffs;

• Alcohol category strengthened on the 3rd place with 11% growth as

a result of seasonal advertising support by beer brands

* If detailed information is needed, please contact us

TV market. January-August 2016

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

WGRPChanges,

rating pointsJan-

Aug’15

Jan-

Aug’16+/-

Nestle & L'Oreal 0 55 429 61 826 12%

P&G 5 19 661 25 320 29%

Farmak 7 18 134 24 417 35%

UkrTatNafta 1 20 627 23 068 12%

Reckitt Benckiser 1 19 994 21 293 6%

Mondelez Ukraine (Kraft Foods) -4 27 897 19 926 -29%

Carlsberg Group -4 26 780 18 208 -32%

Vodafone (MTS) 0 19 106 18 013 -6%

Kyivstar GSM 5 14 907 15 764 6%

Unilever -1 18 994 15 285 -20%

Pepsico 2 15 059 14 829 -2%

Beiersdorf 11 8 655 14 506 68%

Rozetka.ua -2 17 722 14 101 -20%

Sanofi-Aventis 3 11 380 13 829 22%

Danone 37 3 955 13 564 243%

Local advertisers

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

of activity, that have been losing in 2014-2015;

• Danone significantly increased support and showed activity

growth by 243%, raising by 37 positions in rating;

• Beiersdorf have risen by 11 rating points and entered into

leaders due to Nivea brand advertising support;

• Nestle & L'Oreal is a permanent leader for the second straight

year in this period, also P&G occupied the second place in this

year growing activity by 29%;

• Sanofi-Aventis was able to rush into TOP-15 leaders due to

intensification of placement at the level of +22%

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 10111213141516171819202122232425262728293031323334

Thousands, WGRP2015 2016

TV activity is recovering after a negative

last year trend and showing growth

mostly during the all weeks.

Due to reduction of available inventory,

increase of activity entails sold out of

advertising blocks.

A high % of sold out is forecasted for

the year end, especially on TOP

channels


Changes in legislation

5

Committee on Freedom of Speech and Information Policy approved the text of the UPS bill for the second reading

The bill adopted in the first reading in June. Now it’s ready for the second reading. The bill changes the relationship between cable operators &

TV channels that will require payment from the operators who broadcast it. The cables called the law discriminatory, but TV channels threaten to

leave the cable networks if the board is not introduced.

A bit of history: Legislation was introduced universal program service (UPS), "social package": cable operators are obliged to broadcast about

20 national TV channels, but the media group doesn’t have the right to demand payment for it. The new bill proposes such a scheme: channels

aren’t required to provide content for free and have the right to withdraw from the UPS.

Problem: Cable operators against. The company “Volia" states that will have to raise the monthly fee due to would have share the profits with

channels. This cables worried that subscribers will move to satellite TV packages. Therefore, for them is important to preserve a package of the

most popular channels & prices at current levels.

Cables offers: Equalize cable and satellite operators in their rights, because the current legislation doesn’t affect the satellite.

Possible consequences: Viewers would pay more. But if the channels will come out of the UPS, viewers will not find them in packages and will

look for alternative. Result: drop of technical coverage in the Ukrainian channels → reach & rating drop; growth of satellite, iptv, ott receive →

growth Other in Nielsen panel; iptv appearance in the panel → growth channels with young audience.

Other media trends. TV

7

New TV channels launch

“Volia” launched 2 new educational TV channels

Company launched 2 new broadcasters: “FAUNA” and Fine Living HD. TV channel “FAUNA” will show viewers a world of wild life researchers in

24/7 mode, also Fine Living HD will concentrate on life style and interest of modern female audience: fashion, housing improvements, travelling,

cookery, social life and other. Both TV channels are already available for all “Volia” subscribers.

Twenty-four-hour Olympic TV channel will be available soon

International Olympic committee (IOC) will launch own TV channel. Its slogan: “Because 17 days isn’t enough”. Main goal: to be always in touch

with fans and those ones who are interested in Olympic movement, even between Games. New channel will be available in the Internet on

olympicchannel.com, also it’ll be available for downloading as an app for smartphones or tablets. Repeats of different competitions, interview with

athletes will be demonstrated in 24/7 mode, talk shows and newscast are planned in future.

Other media trends. TV

8

Discovery group refused from Ukrainian advert

Discovery Communications TV group refused from Ukrainian advert in

air of its 2 channels Discovery Channel and ТLC. Reasons aren’t

reported, but a problem can lie in currency devaluation: incomes of TV

channels from advert decreased a lot.

Besides, Discovery’s TV channels lost popularity for the last years

because of too entertaining content. Price battalions with cable

providers negatively reflected on incomes from advert too.

Ukrainian commercial inserts on TLC disappeared in January this year.

Version for CIS countries is available in cable networks without advert.

Discovery Channel was available in Ukraine as a separate TV channel

under satellite parameters Discovery Ukraine, it stopped broadcasting

in August, 1.

Other media trends. Internet

9

A level of battery charge will be a kind of advertising

targeting

The last HTML5 update opened new opportunities for targeting for

advertisers. New API will allow sites to track a level of battery charge,

which user have been using for viewing of resource.

Site will be able to request an information about battery status to tune

content. In case when charge is running out, pages will be displayed in

a simplified appearance. Also API will receive data about how time is

remained before a device discharged.

In case when site fixed 2 connections with the same battery identifier

for the short time there is a big probability then one user made them.

User will be detected even if viewing pages in incognito mode.


10

Google will start to lower mobile sites with irritating

advert

Since January, 2017 new algorithm of mobile results ranking will enter

into force, due to which sites, which abuse off-page and pop out advert

will be reduced in search results.

Advert which can lead to reduction: cover own content of site and

appears instantaneously after opening a resource or through very

short period of time; opens in full-screen mode and for its closing an

action should be done; appears at once after scrolling up to the end of

page.

Acceptable advert: banners-notifications, which disappear in a short

term; registration forms or forms for contact data sending; advert,

which occupies rational place in site format.


11

Innovations from Google AdWords

Google takes AdWords Express to the new level

AdWords Express presented 3 new functions at once, which will allow advertisers to attract one more clients and to learn how exactly advert

influences on business. Due to new functionality AdWords Express it’s available now: to choose time for advert demonstration; to estimate

efficiency of advert; track mobile calls more accurate.

Google AdWords is testing goals tracking by few campaigns

Functional is called “Groups of campaigns” and it’s launched as an experiment for limited set of advertisers. Novelty testing is available for all,

who is in testing pool in “Campaigns” tab. Tool allows to create group of campaigns and to appoint goals by clicks or conversions for it for a

definite period. As a result total image of campaign’s efficiency and forecast of indicators for the period end will be available.

*If detailed information is needed, please contact us


12

Advertising innovations from Yandex.Direct

Yandex will take upon advertising video spots

Due to Yandex.Direct user will be able to give text advertising. Price of clicks isn’t fixed, it defines as a result of auction. Due to advertising

network Yandex strange sites will be able to place this advertising on own platform and to obtain % for viewing/clicks on them. New system will

supply advertising network by video advert. User will have to download video on Yandex, enter target audience and a level of price for click.

Under a launch of campaign video starts to play on partner spaces. It’s still unknown how video advert will be demonstrated – on banners or in

video players.

Yandex.Direct launched graphical advert

Advertisers will be able to use popular formats of banners as a full-fledged advertising message: to place an image with a link on landing page,

text or logotype in Direct. Text message can be not only complemented, but also fully changed by context illustrations. Graphical banners can be

added in already existed groups of ads or to bring them into a separate campaign. Advert is available in usual context campaigns and in mobile

apps division.



13

Innovations from Vkontakte

Vkontakte allowed users to communicate with communities on outward sites

Social network Vkontakte presented a widget for outward sites, which allows to sent messages in groups of campaigns and other organizations.

Due to “Community messages” widget a quick way of communication with Vk users can be added. It’ll allow to answer even when user left site.

Vkontakte forces into application a system of money transfer

Social network will launch money transfer between users to the year end. Function will be available both for web-version and in mobile apps.

Money transfer will be possible with the aid of any bank card. At that You don’t need to know a number of addressee’s card – money transfer will

be possible for concrete person, who attached card account for its Vk account. Commission level at transfer is unknown yet.



14

Odnoklassniki launched video auto play in mobile feed

Social network users noticed, that spots in news feed in mobile version

plays automatically now. In our opinion this innovation will allow to

increase indicators of user interaction and to raise number of video

views and accompanied it advert.

Video spots will start to play automatically without audio and clicking by

them a new page will open, where playback can be controlled or

similar video can be searched.

Technology used for auto play analyzes user speed of access to the

Internet and don’t switch on playback under not high indicators.



15

New news feed and opportunity to choose advert from Facebook

Facebook will allow to choose advert

Social network will allow subscribers to exclude themes of advert which aren’t suitable for their interests from “Advertising preferences” division.

Besides a new tool will be added, it allows to turn off advert of companies, which added user into its shopping list. Also social network decided to

demonstrate advert even for those who installed adblocker, because in company consider that own comfortable and effective mechanism of

filtration of undesirable advert have been creating.

Facebook will change a mechanism of news demonstration again

Social network announced about automation of trending mechanism due to which the most discussed news in social network are selected. In

such a way company hopes to decrease degree of human interference in a process and to avoid prosecution in prejudice. Descriptions of popular

posts, which social network editors have been creating will disappear too.

Spring scandal pushed to changes, when Gizmodo portal has found out, that Facebook workers, who tracks the most discussed themes, have

been covering up some news on a continuing basis despite their popularity.


16

Facebook is struggling with clickbait and launches pages without advert

Facebook will lower headlines provoking on clicks in search results

Facebook team analyzed tens of thousands headlines, ranging them by two characteristics: publication’s headline don’t indicate its rea l content

and headline creates unjustified expectations from content. Similar publications will lower in search results of user news feed. Innovation will

come into force in the nearest weeks.

Facebook has officially launched public pages without advert

Social network announced official launch of brands’ pages without advertising blocks on desktop. Such format is called to give companies more

space for communication with user, including widened functionality of CTA button and more comfortable navigation.


17

Widening of video and photo functionality from Facebook

Facebook will allow advertisers to place twice bigger number of photo and video in carousel advert

Social network increased a limit for number of images and video in one trade advert from 5 to 10. Facebook users noticed this. In placement rules

of a social network “from 3 to 5” images or photos are indicated still.

In Facebook mobile feed vertical video will appear

An opportunity to download such videos appeared in the last year. But they were displayed in squared format in news feed and to viewing them in

vertical orientation was possible by click. Now such videos, including advertising spots and live translations will be displayed in vertical format.

They will partly cut off to avoid occupying all screen. Viewing in full-screen mode will be available by click.



18

Other innovations from Facebook

Social network can track conversion by offline channels

Innovation will allow advertisers to track actions of potential consumers after switching on advert on site. To start tracking you’ll need: a group

of files with data about online events, advertising account in Facebook and Facebook Business Manager account.

Facebook obliged business to answer user in 24 hours term

Social network brings in new rules for businesses, which have been using Messenger.

Now owners of companies, businesses and developers have at own disposal only

24 hours to answer user. In this interval of time companies can’t to sent more than

one message to user. Time barrier refreshes each time after user will answer.

Urgent and important notifications don’t fall under policy changes.


19

Instagram launches analytics for business profiles

In the first lace innovation is called to give business more clear

understanding about their audience. A name of field or category, in

which business works will appear in profile with address. Also an app is

supplemented with “Contact” button for communication with

representative of company by phone, through sms or email.

To view analytics personal accounts can be switched into business

profiles mode.

Analytics includes data about coverage and number of demonstrations

by all publications for the last week, a list of popular posts, sorted by

different metrics and demography.



20

Innovations in Twitter

New filters and metrics in Twitter Ads Manager

Twitter announced launch of two new functions:

• User filters. Tool will give an opportunity of choice by different criteria: goal, status, instrument of finance, campaign name, placement and

delivery.

• User indicators. Give an opportunity to choose information for reports, provide addition or exclusion to/from statistics.

Twitter launched new advertising format

New advertising format Instant Unlock Cards initiate users to interact with brand more actively. For viewing more detailed information about

good or post/video user will have to publish a tweet with defined hashtag or retweet brand’s message. First results have been showing

increase of earned coverage by 34%. Also the next tolls were updated: widened statistics and Brand Hub.



21

WhatsApp’s user will receive advert

WhatsApp will hand over phone numbers of own Facebook users.

Social network will use given data for sending more relevant content,

advertising messages of companies and organizations to users, more

effectively study main metrics about how often users use messenger's

services and how to struggle with spam better.

It’s planned that users will be able to communicate with those

organizations, which they are directly interested in due to this

innovation.

Other media trends. ООН

22

Changes in rules of outdoor advert placement in Kiev

Under program of development of outdoor advertising in capital,

advertising constructions will be placed no closer than 10 meters from

cross-road and surface level pedestrian crossing.

Also due to project of new edition “Conception of outdoor advert

placement” placement of advertising medium on pedestrian and

bicycle road, avenue, on unfunded zones no less than 2m in

broadwise and close than 30m to public transport stops and closer

than 50m from regulated rail crossing.


Other media trends. ООН

23

Growth of Sold Out in OOH

Sold out in OOH market have been showing significant growth in

comparison to the last year due to redistribution of budgets from other

media and organic growth of demand. Further Sold out growth is

forecasted for the fall 2016 up to 99%.

Changes in the rules of placement of outdoor advertising in Kiev will

contribute to bigger growth of sold out of advertising mediums, making

advert more qualitative and noticeable.

80%

50% 50%

55%

75%

80%

90% 90%

100%100% 100%

96%

85%

89%

70%

80%

93%

97%95% 95% 95%

90%

99%99%

90%

95%

0%

25%

50%

75%

100%

Full year Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2015 2016

Source: Doors Consulting, TOP6 cities, Billboards 6х3. Jul-Dec’2016 - Forecast


Other media trends. Radio

24

Radio “Holos Donbasy” started work in Marienka

Broadcasting FM-transmitter on 95,7MHz frequency came into

operation in August in Marienka, Donetsk region. It made a start to

transmitting of programs of Donetsk regional directorate national TV

company of Ukraine “Holos Donbasy”, which will work 24 hours on this

territory.

Also “Holos Donbasa” is available for listening in Mariupol,

Volnovakha, Schastie and Avdeevka on TV channel’s “Do TeBe” site.

Other media trends. Press

25

Changes have been waiting for “Delovaya stolitsa”

Weekly newspaper “Delovaya stolitsa” changes strategy and editorial

policy of issue. Changes will touch upon editorial structure of issue,

which will have to strengthen journalistic expertise and improve

analytical components.

Ambition goal of issue is to became the main economical issue of the

country. Newspaper remains business analytical mass media.

Newspaper will be published on Mondays as before.

Changes in legislation

27

A radical reform of author’s right in the Internet have

been preparing

European commission have been considering changes in the reform of

author’s rights. Project goal is to decrease impact on market of major

operators, such as Google. Due to European officers’ opinion a big

share of market, which is concentrated in one hands in search

segments lead to disbalance of negotiations between content creators

and search systems.

Providing of “exclusive rights” on content to publishers lies in the basis

of the law in draft. In the case of changes making, search systems and

aggregators will have to agree with information providers conditions of

its usage.


28

Snapchat will tune up targeting by behavior

Service isn’t behind the competitors and constantly updates a set of

tools. Company plans launch of behavioral targeting to the year end.

It’s announced, that targeting will be based on user behavior inside an

app.

Now Snapchat proposes targeting by 6 parameters: age, sex, location,

device/operation system, mobile provider, content similarity. Besides,

service concluded more than 10 agreements about advertising

placement.


29

Innovations from Pinterest

An opportunity to buy advert with payment for demonstrations will appear in Pinterest

In the nearest time the USA and Great Britain advertisers will be able to buy advert with payment for demonstrations. Sale will be provided on

auction model basis. Advert will appear in search results, users’ feed and categories feeds. Pinterest tries to show advert to maximally possible

number of users depending on sum, which advertiser is ready to pay and a specific of target audience.

Pinterest launched new advertising format

Pinterest announced launch of new advertising format – Promoted Video.

Function is available in the USA and Great Britain for iOS and Android users. Format will be presented is feed as animated

teaser, viewing of full video will be available by click.

Payment model – for thousand views.


30

Financial Times brought in opportunity to pay for a

viewing time

Financial Times is testing new purchase model: CHP – cost per hour of

viewing. Among the earliest explorers of new format Microsoft, IBM,

AIG and others are. First results of testing showed qualitative

improvement of metrics of memorability, knowledge, positive

perception and popularity.

In issue consider that new metric first of all will make an accent on

quality of views, not their quantity.

Payment makes if viewing more than 5 seconds.

Ukrainian case. Digital

32

Campaign: Fury Miles, New Balance, Ukraine 2016

Problem: winter is a dead season for running. Most of runners put their sneakers

back into the box and switch to the gym.

Idea: New Balance created a Fury Miles to motivate people for outdoor running

even when the weather is bad.

Solution: New Balance as socially responsible TM in cooperation with KMRC

created running app in the basis of which lies easy rule: the worth weather You are

running – the furrier miles You collects. Facebook app analyzes the number of

miles You run and match it with the weather conditions, taking into account

temperature coefficient, snow and rain factor.

Results:

- Participants run more than 23,7K miles;

- Social media buzz was absolutely free;

- Los of people began running even in a bad weather and performed with personal

running results.

Ukrainian case. Mobile

33

Campaign: Race with nature, MTS, Ukraine 2016

Problem: low speed of mobile Internet is old problem for Ukrainians. While the

world is using 5G Internet, Ukrainians just got their hands on 3G.

Idea: Bring back the excitement for MTS 3G launch.

Solution: MTS created a web-site where a 3G speed competes with a gravity in a

spectacular race. The phone was falling from the highest monument in Europe,

comparing falling speed with the speed of photo downloading in such a way. What

would be faster? Web-site brought a massive digital journey, step-by-step revealing

additional info.

Results:

- 240 000 visitors;

- More than 2.2 min average time on a web-site.

World case. Digital

34

Campaign: Sunday Grannies, Vodafone, Romania 2015

Problem: In Romania, there are over 4 million people over 75, living alone.

Idea: to prove that anyone can use mobile technologies to change everyday life for

the better, Vodafone picked up the challenge.

Solution: In order to prove that technology can help anyone improve his life,

Vodafone launched a social experiment that fights loneliness among the hundreds

of thousands of old people in Romania who live in solitude. Provider put Facebook

in the hands of two lonely grannies who loved to cook, but had no one to share their

meals with, and brought them together with students who missed the traditional

Sunday goodies. The Grannies posted the menu and students book a chair at their

tables, bringing joy to their lonely home.

Results:

- The number of Facebook users over 65 increased with 20%;

- 430,5M media impressions;

- Social media adoption rate x3 among people over 65;

- 4G smartphones sales got a 78,8% boost during the campaign.

https://www.facebook.com/bunicideduminica/?fref=ts

https://www.facebook.com/bunicideduminica/?fref=ts

Campaign: The emotisongs, Coca Cola, Italy 2015

Problem: Young people used to communicate by smiles or hashtags. But that’s not

always clear enough.

Idea: Coca Cola decided to help them in a fun and simply way – with music.

Solution: Brand created a new kind of songs – the emotisongs.The smallest part of

a song which exactly means what you need to express. More than 300 lyrics were

printed on cans. Scanning a QR-code it’s possible to share with a friend. And for

those who couldn’t find a suitable message a special emotisongs live service was

developed.

Results:

- 99% positive comments;

- 1 bln of earned impression;

- 80% more visits of the web-site than 2013;

-321K mentions with hashtag.

World case. Integrated campaign

35

Campaign: Father’s Day - 1 Day Job, Pierre Cardin, Turkey 2015

Problem: In Turkey, 92% of university students still live only with the money their

father gives them. That means, on Father’s Day, the gifts are indirectly bought by

the fathers.

Idea: to give students an opportunity to earn money by themselves to make present

which parents can be truly proud.

Solution: This year daddy’s money was not accepted in Pierre Cardin Stores.

Instead, a One-Day Job offered to youngsters. After a hard working day at the

stores, they bought a father’s day gift with their own effort. In this way, youngsters

had a chance to experience their first job, and understand what their father’s

dedicate to them. And most importantly fathers had gifts to be proud of in this

Father’s Day. Also fathers obtained a special messages through a QR-code on the

packages.

Results:

- 15 161 applications;

- 9M people were reached;

- Over 1M positive comments shared in social media;

- Conversation rate increased by 284%.

World case. Integrated campaign

36

Interesting page

37

Medals are picked up, sportsmen returned home and

companies are waiting for an instant effect in media

KPI’s achieving.

It’s the best time to draw conclusions and in this issue

we propose a short review of the most interesting and

notorious advertising campaigns of this Olympic

Games season in Rio.

Enjoy

38

P&G became already traditional

sponsor with proud moms theme. It

should seem a threadbare theme

and it’s already known what will be

talked about, but tears gushes

while viewing a spot. And if You

haven’t seen their sports about this

theme, quicker click on video icon

and view.

Interesting page

https://youtu.be/MQ3k6BFX2uw

https://youtu.be/MQ3k6BFX2uw

39

Sport brand Nike applauds to

persistence of the greatest world

sportsmen and summarizes sport

summer by own campaign Unlimited

Future. Viral spot, placed in August,4

on YouTube has already collected

36,7M views. In advertising

campaign were involved: USA actor

Bobby Cannavale, sportsmen

Neymar Junior, Serena Williams,

LeBron James, Mo Farah and Zhou

Qi.

Interesting page

https://youtu.be/VEX7KhIA3bU

https://youtu.be/VEX7KhIA3bU

Развлекательная страничка

40

A set of pizzeria didn’t pass over Olympic Games theme. Australian

brand Vapoano proposed free pizza or a meal with pasts each time,

when Australia obtains gold medal in Rio. To be in a lucky list uses had

to register and became “Vapiano Fanatico”. Promo have been active

during an Olympic Games and merged national pride. User could obtain

free meal only for gold medal and only in day of win. In total, Australia

have got 8 medals and completed TOP-10 players.

Interesting page

See You in the

next issue!41

vizeum monthly media news_august 2016_eng

Marketing