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Read in issue:Start of the year brought

advertisers activity growth,

media renovation and many

other interesting things

WGRP ALL 18-54 50K+ JAN’15 JAN’16 +/-

Pharma 36 303 41 921 15%

Alcohol 5 215 18 092 247%

Communications 11 706 12 969 11%

Products 11 442 9 031 -21%

Entertainment 4 283 7 536 76%

Non-alcoholic beverages 9 699 7 405 -24%

Trade 6 566 7 299 11%

Hygiene 3 453 5 312 54%

Cosmetics 2 707 4 201 55%

Transport 2 063 3 567 73%

Household Chemicals 3 821 3 123 -18%

Computer Appliances 1 374 1 616 18%

Pets 524 1 336 155%

Confectionary 2 446 1 096 -55%

Perfumes 388 1 059 173%

TOTAL 107 819 131 246 22%

TV market. January 2016

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TOP categories

• 22% activity growth comparing to the same period of

last year;

• Almost all categories showed a positive dynamics at the

beginning of the year;

• Pharma hold leadership position due to seasonal activity;

• Such categories as Hygiene, Cosmetics and Perfumes

reenter the air;

• Alcohol – significant growth due to holidays season and

thereto related vodka brands activity;

• Pets category is in TOP-15 for the first time due to

Purina’s pet food brands support.

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

TV market. January 2016

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

TOP advertisers

• Global spirits showed significant holiday activity

growth this year;

• Nestle & L'Oreal is a constant leader, which shows a

positive dynamics comparing to last year;

• A lot of Pharmaceutical companies are in January

TOP-15 due to their activity season;

• More and more local brands (5 of TOP-15) taking up

leadership on market while foreign companies invest in

TV advert carefully.

WGRP ALL 18+ 50K+ JAN’15 JAN’16 +/-

Nestle & L'Oreal 6 915 8 549 24%

Global spirits 862 6 663 673%

Farmak 5 444 5 871 8%

P&G 2 733 4 002 46%

Kyivstar GSM 1 792 3 545 98%

Rozetka.ua 1 802 3 031 68%

Unilever 3 649 2 941 -19%

Reckitt Benckiser 2 488 2 766 11%

Novartis 4 937 2 612 -47%

UkrTatNafta 1 400 2 461 76%

Arterium 1 499 2 353 57%

Eastern Beverages Trading 668 2 041 205%

Mondelez Ukraine (Kraft Foods) 2 748 1 972 -28%

Vodafone (MTS) 1 627 1 882 16%

Kusum Healthcare 1 197 1 747 46%

Local advertisers

Weekly TV activity. 2016

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

TV activity is recovering after a negative

last year trend and shows permanent

growth.

Special growth fell on first weeks of the

year due to holiday support by many

brands.

Changes in legislation

5Source

Law about reducing state involvement for printed mass media entered into force from 1 January

Law defines a mechanics of printed Mass media reforming, which are established by state public authorities, other public authorities and local government

bodies.

Law restricts their influence on printed Mass media editorial staff, favor to minimization such Mass media usage for the purpose of public conscience and

personal citizen’s opinion manipulation.

Document provides a state support for reformed local spreading Mass media: resolution for privilege rent of premises, which are in state or communal

property conditions for editorial staff, targeted finance aid providing and others.

Other media trends. TV

7Source

Russian TV channel “Komedia TV” was removed

from permitted channels list

National Television and Radio broadcasting council of Ukraine

accepted TV channel “Komedia TV” (RF) as incongruous with

European convention about transboundary television

requirements and prohibited it’s retranslation in Ukrainian cable

nets.

Monitoring revealed in TV channel’s air prohibited in country films

broadcasting.

Channel for IT pro will appear in Ukraine

BrainBasket foundation announced a launch of first Ukrainian TV

channel about IT BrainTV. The main purpose of channel is to

became media platform for entrepreneurs and interested in IT

sphere people.

Channel will broadcast in 24/7 format, programmatic will include

programs in Ukrainian and English. Among channel projects will

be reality-shows about start-ups, TV-accelerator, daily news

service and educational content from leading American

universities.

Broadcasting will be provided with Divan.tv help. Launch is

planned on March.

Other media trends. TV

8Source

Other media trends. TV

9

MEGOGO launched channel for kids

MEGOGO is amplifying own programmatic and launching new TV

channel – Detskiy HD. Among broadcast topics are

developmental cartoons and programs, which will promote kids’

development and education.

Government made a decision about broadening on the

understanding that about ¼ of consumers are kids and service

has a significant content reserves, which can be divided on age

categories and interests.

Detskiy HD is 4th TV channel for kids, previously media company has

lauched Multpremiera HD, Multserial HD and Teremok.

Source

Other media trends. TV

10Source

“Volia” launched TV channel for kids

LLC “Via media”, which refer to Groups of Companies “Volia”

obtained license for cable TV channel “Volia Cine+Kids”

broadcasting.

TV channel started work from 1 February and it’s optimized for

childish and teenaged audiences in age 5-15 years.

Channel broadcasts 24/7. Content is divided in equal shares by

national content from “Ukranimafilm” and foreign from leading

producing studios such as Disney, NBC Universal and others.

Also it’s few voice tracks thanks to which channel can act as

assistance in languages learning.

Other media trends. TV+Internet

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Online cinema Netflix is in Ukraine now

From 6th of January, Netflix have been launched all at once in 130

countries, including Ukraine. First month of service usage will be

free of charge, hereafter payment for using it will be from 8 to 12

euro/month.

All video materials are available in English with English subtitles. At

this stage interface isn’t adapted to Ukrainian-speaking audience.

CEO of Vizeum Ukraine, Kostiantyn Striukov, offered an opinion

about Netflix launch in Ukraine: “Today Netflix has simply declared

about it’s global interest, raised the bar and tossed a challenge to

Google and Apple. It’ll be a very interesting struggle. Video content

variety, more comfort, lower prices. Final consumer will win. You and

I will win.”

Source

Other media trends. Internet

12

Yandex is testing smart-banners

Yandex is testing new advertising format, which is made as

context and media advert mix. Smart-banner is a template, which

displays information, based on personal user’s requests.

Placement will be provided on auction basis with payment for

click and transmission on thousands sites and own platform.

Advertising format will be the most actual for e-commerce sphere.

Criesto, Google and Adroll has already use such decision.

Source

Other media trends. Internet

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Restriction on advertising placement in Gmail

Google made changes on advertisng placement on Gmail: ads,

which are targeted on users with defined body constitution and

personality pattern, such as “anti-aging”, “anti-wrinkle”, “for ample

girl” aren’t allowed. With fuller prohibited ads list you can

familiarize in informational hub.

Such advertising format is placed in “Income” tab, “Promotions”

section.

Source

Other media trends. Internet

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Facebook news

Lead Ads tool updating

Advertising placement with subscripted forms auto filling opportunity was added to

FB. Now users can learn more about company by watching so-called “context

maps” before entering personal data. Carrousel format placement with up to five

different images in titles opportunity became second innovation. Updates are

available both on mobile as desktop platforms.

Audience Network translates advertising on mobile internet too

Function is launched in test mode currently. Such format will help to cover wider

audience and attract new advertisers. Now FB offering the most effective

advertising formats, including carrousel format ads and auto played videos.

Source

Other media trends. Internet

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Organic targeting tool appeared in Facebook

Facebook is launching new Audience Optimization tool work,

which will allow more optimally interact with target audiences

groups. Among options are: interests, demography and geo-

location, what will increase likes, shares and comments

probability.

Also it’s exposure advert messages for some groups (for

example, for full-aged) restriction function.

At this stage only English pages owners have access to tool.

Source

Other media trends. Internet

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Facebook launched video broadcasting support for

confirmed pages

Users, who have a special app for iOS can start video broadcast on their

Facebook page by clicking on “publish” button and choosing “live video”.

Streaming creator can control an amount of watching and confirmed

pages, from which video is viewed quantity. Such functional will be able to

regard as Periscope’s* competitor.

*Periscope – app for iOS and Android, which is intended for video in real time

broadcast

Source

Other media trends. Internet

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Coub format became available for ads in Ukraine

Placement on Coub* directly, without Russian office involvement,

became available for Ukrainian advertisers. The advertising format

of such video hosting is short looped video up to 10 seconds.

Coub player covers12M unique visitors in a month. Audience core

is Male 25-34 years, who are interested in films, TV, news and

technologies.

Available formats: overlay-banner, extender-banner, branded

channels, pages and others.

* Coub – Russian site-video hosting, which allows users to publish short

looped video spots with nonsynchronous audio feedback. Project, which is

analogical to Vine service from Twitter, was launched in April 2012.

Source

Other media trends. Internet

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YouthTube is a platform for Ukrainian language

video bloggers

YouthTube organization, which is called to unite patriots and

Urkainian speaking bloggers, was created in network. Video

bloggers Dana Yakim from Carpathian Ruthenia and Victor

Strilchuk from Ternopil are idea authors.

Main goal is quantity entertainment content extremely in

Ukrainian language creation, which in the nearest time will be

able to regard as mainly Russian language service YouTube

competitor.

Source

Other media trends. Internet

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Twitter innovations

Social network will allow to pass advertising

New advertising format is testing now – 30-sec and more pre-rolls

with instant advertising passing function. Such duration ads are

shown on clicking on video spot, which is placed under Amplify

program – video platform for advertisers.

Content without ads for active users

Twitter proposed advertising blocks reduction for active social

network users. Concrete selection criteria is unknown, but users

with significant subscription quantity paid attention on advert

reduction in feed.

Source

Other media trends. Internet

20

Internet-issue INSIDER shut down work

Ukrainian internet-issue INSIDER, which was existing since

autumn 2013, shut down it’s work. Own journalist’s investigation

about corruption in state sector, finance-commercial and political

groups, Ukrainian and global actual events analytics and

coverage were issue activity specific.

According to company top management in the name of Sergey

Scherbina, issue didn’t work to political forces good and didn’t

release a special-order journalistic stories and now project’s time

has elapsed.

Source

Other media trends. TV+Radio

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Ukrainian TV and Radio resumed broadcasting in

Donetsk and Lugansk regions

Broadcasting, Radiocommunications & Television Concern (BRT)

reported about broadcasting start of 5 Ukrainian channels

(Pershiy:UA, 5 channel, 1+1, Ukraine and Donetsk Regional State

Television and Radio company) and release for usage 3 radio

broadcasting transmitters for Ukrainian radio programs broadcast

providing on Donetsk and Lugansk regions.

Financing was provided by BRT and gives an opportunity to

provide data entry to eastern regions residents.

Source

Other media trends. Press

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“Komsomolskaya pravda v Ukraine” changed the

title

In the wake of signed laws about decommunization, editorial staff

of “Komsomolskaya pravda v Ukraine” newspaper decided to

rename edition to “KP v Ukraine”. Company management affirm

that for all existence time newspaper wasn’t “The All-Union

Leninist Young Communist League mouthpiece”.

Despite title’s change, changes didn’t concerned to main

conception: newspaper will issue 6 times in a week with more

substantive issue on Thursdays, also rubrics will remain the

same, as before.

Source

Global media trends. Internet

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Advertising in real time from Google

Google launches advertising in real time mode on YouTube.

Brands will gain an opportunity to place advert not only on

YouTube, but also in Google Display Network apps and sites with

message, which will be directly connected with actual events.

Such format is available only for some brands as yet, among

them are Winx.com (placement during Super Bowl) and Comcast

(during “Oscar” award ceremony).

Source

Global media trends. Internet

25Source

Nielsen will measure ratings by Facebook and

Instagram usage

Nielsen in collaboration with Facebook and Instagram started TV

viewing research. Social Content Ratings are expected in first half-

year 2016 in all counties, where Twitter TV Ratings system is

balanced (USA, Italy, Australia and Mexico).

Innovations will permit to control mentions in social networks better,

what will help to generate marketing user’s profile and his

collaboration with content more accurate and react on market’s

needs flexible.

Nielsen was first who applied Twitter for various TV companies

mentioning activity estimate.

Global media trends. Internet

26Source

Twitter launched new advertising format

Conversational Ads

Such service will allow to place one question with 2 answer

variants, addition of which will be available by hashtags, CTA

buttons and rich media elements. Interaction with content growth

and reposts stimulation is new tool task.

Service is in beta-testing stage and among earliest explorers are

Lifetime and Canada’s Samsung office.

Service statistics will be available via TrueVoice and Brand Hub

metrics.

Global media trends. Interesting

27Source

Amazon launches “smart buttons”

Amazon launches Dash Button service. It’s a plastic little size

button, pressing on which you can order a running out goods

without retailer site visiting. Button can be placed on foreground,

which will remind about goods refilling necessity. Setting is

realized in mobile Amazon app with Wi-Fi help.

Among first partners are Whirlpool (drying and washing

machines), Brother International, General electric, Gmate (articles

for glucose level in a blood measuring) and Brother printers.

World case. Ambient

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Campaign: The Secret Coffee Shop, Coop, Norway, 2015

Goal: to prove that local Coop grocery store can actually sell delicious

coffee and Norwegian people don’t have to pay outrageous prices at

coffee joints.

Solution: Coop established their own place: The Secret Coffee Shop.

During the first 4 weeks around 4000 customers visited it. People were

pleased by the coffee and place, so they blogged, made posts,

pictures, commented, liked and shared in social media. After the 30

days, Coop revealed that coffee were brewed using Coop brand coffee

beans.

Results: Free wide spread in media after reveal of a secret: major

newspapers, internet, social media, national radio

World case. DOOH

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Campaign: #CALLBRUSSELS, Official Tourism Brussels office,

Belgium, 2016

Situation: Tourism in Brussels has been on decline during the past

months, with the city’s reputation suffering from the linked terror plots

by the international media.

Goal: to convince tourists that Brussels is safe.

Solution: to make an interaction between potential tourists and local

residents, that tell about life in the city to the best advantage. Three

phone cabins with live camera have been placed in central places of

Brussels with foreign tourists being encouraged to visit the site

visit.brussels, pick the phone cabin of their choice and call a passer-by.

Results: 5 days of campaign counted

• 13K calls from 154 countries;

• #callbrussels was spread on the Internet, leading to more than 9

million impressions on social media.

World case. Promo&Activation

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Campaign: Inglorious fruits and vegetables,Intermarché, France,

2014

Situation: The European Union designated 2014 as the European Year

Against Food Waste, where over 520 million tons of fruit and vegetable

are wasted each year.

Solution: to rehabilitate the non calibrated and imperfect fruits and

vegetables, so, everybody wins: consumers get the same quality

products for cheaper (30%), the growers get money for products that

are usually thrown away and Intermarché inscreases its business. To

prove that products are just as good as the others, soups and juices

were designed and distributed for free.

Results:

• 1,2 tons average sale per store during the first two days;

• +24% overall store traffic increase;

• over 13 million people reached after one month.

World case. Promo&Activation

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Campaign: Snackholidays, Transavia, France, 2015

Situation: consumers purchase their next holiday on the Internet, but it

is full of low-cost promotion

Goal: to stand out from competitors

Solution: to leave the Internet and go closer to target market in their

everyday routine. To demonstrate that flight tickets were easy to

purchase, brand sold them like a snack that best represents the little

treats you buy when you need a break: chips, candies, cereal bars.

Transavia produced real snacks with flight tickets inside and sold them

in supermarkets and vending machines. More than just providing an

easy access to flight tickets, Transavia turned the purchase impulsive.

Results:

• + 64% search, + 78% website traffic,+ 41% bookings;

• 13 M Facebook impression,+ 7K likes on FB, 3M Twitter impressions;

• 1,5 million euros free media.

Ukrainian case. DOOH

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Campaign: Tender warnings, Milka, Ukraine, 2015

Situation: In our busy world, people are always in a hurry and often

don’t find time to show their love to their dearest.

Goal: to help individuals to share care and linked Milka brand once

more with tenderness

Solution: Brand gave a part of advertising space to people, so they

can type their personal tender message on Milka website for placing it

on TV, OOH or Internet. Then messages were randomly selected for

placing on media.

Results:

• 1090 messages were selected;

• tender messages appeared on 25 cities of Ukraine;

• shown on 14 national TV channels.

Today we’ll tell you about advertising, which

didn’t succeed popularity, place in TOP-

ratings and consumer’s heart. It was simply

prohibited.

Also we’ll offer you a little relax and play.

Enjoy

Interesting page

Interesting page

http://permv.ru/News24953_1.aspx35

“Dumb ways to die” advert fell under restriction too. Despite

that fact, that spot is directed on safe behavior in transport and

accidents reduction on Melbourne railway, it obtained two grand

prizes on Cannes Lions festival and collected more than 49M

YouTube views, Federal Service for Supervision in the Sphere of

Telecom, Information Technologies and Mass Communications

has prohibited access to it on Russian sites, because considered

it as self-murder propaganda.

BMW M4 Convertible advert fell under restrictions of Advertising

Standards Authority in Great Britain. Authority was revolted by

aggressive manner of driving both on the usual road and on the

special speedway, by entering turns and putting car into sidewise

skidding.

In Authority responsible’ opinion such topic’s specifics can “push

automobilist to dangerous driving”.

Interesting page

http://permv.ru/News24953_1.aspx36

New Xbox 360 play station advert has never been appeared on

the screens because of it’s recognition as too much arguable and

calling to violence. Despite this, imaginary murders suited gamers'

tastes.

Mercedes advert was created as a home task by Baden-

Wuerttemberg Film Academy students. Actions unfold in Austrian

countryside, where little Hitler, who was knocked down by a car,

acted as a main character. Spot’s slogan – “Recognize danger

before it appears”. On the eve company has launched function,

which helps to decrease accidents quantity.

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However, nobody has prohibited or canceled rebuses, that’s why at the next

page another logical tasks portion is waiting for you

P.S. For those, who’ve forgot rules our August Newsletter is available

Interesting page

http://permv.ru/News24953_1.aspx38

R=L

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Interesting page. Answers

http://permv.ru/News24953_1.aspx39

R=L

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COMMUNICATION LOYALTY

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