TV market: January-June 2016 and other trends in the media

1. 1

2. TV market. January-June 2016
Source : Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media 2
WGRP
Changes,
rating points
Jan-
Jun'15
Jan-
Jun'16
Changes, %
Pharma 0 137 476 153 114 11%
Products 3 58 515 67 907 16%
Communications 0 69 698 65 744 -6%
Alcohol -2 83 804 64 334 -23%
Non-alcoholic beverages -1 63 286 61 395 -3%
Entertainment 1 31 564 40 954 30%
Trade -1 38 169 39 700 4%
Hygiene 0 25 502 33 192 30%
Cosmetics 3 14 747 31 838 116%
Transport 0 20 282 25 314 25%
Confectionaries -2 20 547 22 259 8%
Household chemicals 1 11 669 15 014 29%
Finance -2 15 386 11 326 -26%
Computer Technologies 2 4 872 8 830 81%
Perfumes 0 7 348 7 399 1%
Total - 642 786 698 059 9%
TOP categories
• 9% activity growth comparing to the same period of last year;
• A lot of categories have been showing activity strengthening in this
year;
• Pharma hold the first position for the second straight year during
this period and strengthen leadership with 11% growth;
• Products took the second place in the rating due to lots of
groceries advertisers-producers activization;
• Computer Technologies category is in January-May TOP-15 for
the first time due to UkrTelecom and Volia own services support
and equipment support by TM Lenovo;
• Cosmetics category rose by 3 rating points due to strengthening of
Nestle & L'Oreal company own brands support
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3. TV market. January-June 2016
3
WGRP
Changes,
rating points
Jan-
Jun’15
Jan-Jun’16 +/-
Nestle & L'Oreal 0 43 938 48 401 10%
Farmak 6 14 514 19 080 31%
P&G 11 10 459 17 493 67%
Mondelez Ukraine(Kraft Foods) 0 20 357 17 062 -16%
UkrTatNafta 4 13 627 16 320 20%
Reckitt Benckiser 1 14 587 16 019 10%
Vodafone (MTS) 3 13 230 13 703 4%
Global spirits 32 3 727 12 742 242%
Kyivstar GSM 4 11 230 12 655 13%
Unilever -5 15 206 12 351 -19%
Beiersdorf 14 5 604 11 479 105%
Carlsberg Group -10 22 183 10 690 -52%
Pepsico 3 9 402 10 390 11%
Sanofi-Aventis 1 9 637 10 252 6%
Rozetka.ua -4 12 249 10 221 -17%
Local advertisers
Source : Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media
TOP advertisers
• Almost all advertisers stabilized and increased over again their
level of activity, that have been losing in 2014-2015;
• Global spirits resumed its brands active support and showed
activity growth by 242%;
• Beiersdorf have risen by 14 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 Farmak held the second position in this
year by growing activity by 31%;
• Pepsico was able to rush in TOP-15 leaders due to
intensification of placement at the level of +11%

4. 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 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26
Thousands, WGRP
2015 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 in
autumn, especially in TOP channels.

5. 5

6. 6
Changes in price policy. TV
Sales houses announced another wave of rise in prices on TV advert
Due to the great demand, Alliance announced changes in pricing policy, which will enter into force since 16.08.2016.
• For all new and/or additional budgets under the current conditions (additional budgets over-confirmed in a shop-list as at 15.08.2016) for
September-December 2016 period, which will be submitted since 16.08.2016, additional price mark-up of 35% will be applied to average price,
taking into account annual average retro-bonus;
• Deals, November-December seasonal coefficients if which aren’t equal 35%, will include seasonal 35% price markup for additional budgets of
this months.
1+1 Media declared, that since 01.08.2016 rise in price will be at least 30-35% and will affect either the new advertisers and the ones already
existed (if they intend to order additional volumes of advert). Additional bonuses, that were charged for volume of placement, are canceled as
well, consequently the rise in prices is possible to reach 50% for some advertisers.
* If You need secrets and tricks about prices optimization, we are ready to share
information. Contacts are on the last page

7. 7
Changes in price policy. TV
Possible risks for advertisers:
• High sold-out of advertising blocks in September-December 2016 and risk of the absence of bonus placement;
• Absence of improvement of the conditions on additional budget;
• Binding with confirmed shop-list and difficulties in seasonal adjustment.
Opportunities given by this situation:
• Higher prices will allow going on air, as an auction placement system works;
• Due to increase of costs, an average weekly weight of advertising campaigns will decrease;
• Re-splitting towards short spot versions increases chances to place in block and optimizes advertising campaign costs.
Summary and recommendations:
• Expected high level of demand allows sellers to increase prices;
• About 30% inflation is waited for the next year too due to unofficial applications;
• If the details of activity till the end of the year is clear, it’s necessary to start negotiations with sales houses for finalizing the arrangements in
July;
• Significant improvement of costs increases risks of non-show on air, due to auction placement system works.
* If You need secrets and tricks about prices optimization, we are ready to share
information. Contacts are on the last page

8. Other media trends. TV
8
Launch of new Ukrainian TV channels
Satellite channel BOLT of domestic content went on air
Channel started test broadcasting on Amos 4 satellite. TV channel’s programming is based on home-produced content, oriented on Male
audience in average age. There are series of Ukrainian film studios FILM.UA Group and Star Media. “Shuller”, “Vladimirskaya, 15”, “Liubov s
oruzhiem”, “Pravila ugona”, “Niuhach” and others are among the most famous films.
Also premiere screening of new Ukrainian series, thematic programs about the backstage of film and series, history of famous films creation,
review of world cinema novelties are planned to be on channel. Advertising on channel is absent.
“Kvartal 95” studio will launch own TV channel
“Kvartal 95” studio and “1+1 Media” are planning to launch satellite entertaining channel “Kvartal TV” in August, 2016, which is oriented on a
young audience with sense of humor and active lifestyle. Channel programs set will be formed by popular in Ukraine and in the world shows, films
and series, animated projects from “Kvartal 95” studio, and specially bought content from western producers as well.

9. Other media trends. TV
9
3 new channels will appear in Ukraine
National council on TV and Radio broadcasting gave licenses for 3
Ukrainian thematic TV channels from “Sattelecom” group – “Nauka”,
“Terra” and “Fauna”. “Alma” company obtained licenses.
TV channels will broadcast from AMOS satellite in coded version.
“Nauka” will be an educational broadcaster, “Terra” – about travelling,
“Fauna” – about animals. A half of content for TV channels is bought in
Russia for now, but broadcaster plans to set up own production in
2017. TV channels will be paid, without advert. Also it’s planned to
spread them on CIS countries.

10. Other media trends. TV
10
French and Poland TV channels was added to Ukrainian broadcasting
French TV channel “Eurosport 2 Wimbledon SD” and Poland TV channel “TRWAM” are recognized as such whose content fits with European
convention about transboundary television and Ukrainian legislation.
“Eurosport 2 Wimbledon SD” is sports channel, which will be temporarily transmitting (from 20 June till 10 July, 2016). Programs’ languages are
English and Russian. Broadcasting volume is 24 hours per day.
“TRWAM“ is a religious TV channel. Language is Polish, broadcasting volume is 24 hours per day.
TV channels don’t contain erotic or sexual content, programs with excessive scenes of violence or horror, and films, whose broadcasting is
prohibited in Ukrainian territory. Also advert is absent.
Besides, a decision to introduce changes in channel’s title “ID Extra (HD)” is made (simultaneous broadcasting in SD and HD formats) – word
“Extra” was changed by “Xtra”.

11. Other media trends. TV
11
National council canceled BTB’s license and announced
a competition under “Cultura” channel
National television and radio broadcasting council of Ukraine canceled
BTB channel's license and announced competition for license.
Conception of educational and cultural channel, and Ukrainian
broadcast language were approved, as the key condition of this
competition.
Channels will have a month for submitting an application and result of
the competition will be announced at 24 October. Satellite channel
“Culture”, which must enter into the system of public broadcasters and
hold a national license due to legislation, is the main favorite.
Regulator can’t execute digital frequency by itself – it is possible only
through a contest.
* Are You interested in placement on this channel? Contacts are on the last page

12. Other media trends. TV
12
Refusal in licenses for TV channels
TV channel “Gamma” felt outside a digital broadcasting
National council refused in license extension for LLC “Gamma-consulting” broadcasting (experimental multi-channel TV network with DVB-T
standard usage). Today LLC “Gamma-consulting” has 2 warning on license on broadcasting in digital, which isn’t marked in legislative order.
National council refused to “112 Ukraine” in reissuance of regional licenses over again
Regulatory agency refused to 5 regional companies – “Ariadna TV”, “Lider TV” , “Partner TV”, “TV Vibor”, “New format TV” - in licenses reissue
relative to changes in program conception. Channels broadcast in digital multi-channel multiplex with logotype “112 Ukraina”. Refusal is
explained by the fact, that companies obtained a right of broadcasting on competition and there’s no right to reissue their licenses on
broadcasting in the common national-wide network “112 Ukraina”.

13. Other media trends. TV+Internet
13
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MEGOGO is testing technologies, based on computer vision and neural networks
Online-cinema MEGOGO started testing of new technologies, based on computer vision and neural networks (recognition of patterns in stream
video). Company intends to change the approach to advertising applying innovations, that would reduce advertising burden on the video
platform’s users and raise advert efficiency.
Innovative advertising formats have been prepared to launch: deep targeting; fixing and targeting of advert in TV-streams; connection with e-
commerce platforms; broadened content available on “the second screens” and directly on the players; direct communication with viewer, based
on Big Data. Launching the first advertising campaigns is planned this autumn.
As soon as new algorithms process all video service library and shift towardsTV-streams, a lot of opportunities for deep targeting advert will
appear. Not only the special content will be demonstrated for concrete target audience, but also it will appear taking into account what happens
on the screen. This innovations will make advertisers’ costs more efficient and advertising more qualitative.

14. Other media trends. TV+Internet
14
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Google realized opportunity of content transmitting from smartphones and laptops on TV
Google Cast technology, which allows to transmit photos, videos and music from smartphones, tablets or laptops on TV became available in new
Chrome 51 version.
Cast will allow to transmit image and sound from opened tab on TV screen or compatible with Cast screen. Previously a special extension for
browser needed to be installed. Function will be added into Chrome OS.
Also Google is testing Cast technology for Hangouts service. During a chatting in service users
will be able to share own tab’s image in browser or working table’s image on screen.
Google Cast lies at the root of Chromecast (small device, that connecting to HDMI- cable
allows to transmit content from mobile phone, tablet or laptop on a big screen) work.

15. Other media trends. Internet
15
Google will simplify estimation of Viewability on
YouTube
Active View technology of visibility estimation will became available for
in-stream advert on YouTube including True View.
With Active View technology assistance Google can define if an advert
appears on the visionary screen zone. Advert is considered as visible if
at least 50% of its area is displayed on screen for more than 1 second.
Active View calculates visionary coefficient for every campaign and
permits to understand its efficiency.
Also for defining advert efficiency a set of other factor is counted:
viewing time, audibility, visibility, involvement. YouTube advert
efficiency will be possible to measure by new, more accurate metrics.
* Are You placing on YouTube? Let us check your advert visibility!
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16. Other media trends. Internet
16
YouTube will launch transmitting straight from the app
Video hosting announced function of a “live” videos launch straight
from own mobile app. At first innovation will be tested with a narrow
group of users.
As video transmitting will be integrated with You-Tube app,
functionality remains the same as usual spots: search by “live” videos,
search with help of recommendations and in playlists, and also
opportunity of prohibition to unauthorized people to see broadcasting.
Launching of transmitting on behalf of brand will became easier, what
will bring additional benefits to advertisers.
* Are You interested in video usage?
Contacts are on the last page

17. Other media trends. Internet
17
Mail.Ru Group lauched new advertising format Canvas
Canvas is a new type for placement on main Mail.Ru page, that gives
an opportunity to get complete information about brand, product or
service. Format allows to place any type of content. Clicking on
banner’s main page content moves to the left and additional space
opens. Format is available on mobile version of the main page as well.
Canvas is called to increase user’s involvement in communication with
brand, avoiding to hold them away from usual environment. L’Oréal
company was first, who has tested this format.
As a rule, new advertising formats have a high CTR for the first time.
We advice you to try this format as soon as it would be available.
* We can prompt if such format is suitable for goals and tasks of your advertising
campaign. Contacts are on the last page

18. Other media trends. Internet
18
Yandex launched browser with applying a technology of artificial intelligence
A feed, named Yandex.Dzen, contains links to articles, videos, images and other materials from the internet. Yandex browser’s users can receive
a content, collected individually for everyone.
Feed is formed on the base of browser’s knowledges about user: which sites does he visit, how does he estimate articles and spots from feed,
etc. Yandex.Dzen takes into account both constant and current interests. At the same time Dzen isn’t limited by favorite sites and themes. Also it
proposes materials from unknown to person sources on the subjects, that can be interested for him.
Dzen uses global search index from Yandex and technology of artificial intelligence (computer vision and technology of
natural language processing).
Innovation is available in 24 countries in the world. Also feed is build in the browser for Windows and in the popular mobile
platforms.

19. Other media trends. Internet
19
Yandex launched service for advertisers “Yandex. Audiences”
“Yandex. Audiences” allows advertisers to download lists of client’s contacts – phone numbers, emails or device identifiers. Than it searches
them in network and creates a list of anonymous ID for advert demonstration. Businesses can launch banners and show them only for own
audience segment, what will allow to increase an average check.
Creating a segment, information will be compared with others sources of Yandex data about users, and all known contacts will be included into
segment.
Also service helps to exclude non-active users or those who refused, to avoid expenses on the lost impressions, or to find similar users with a
help of machine learning technology “look-alike”.
Service will provide insights by segments – sex, age, device’s type or geolocation.
Sberbank and Lamoda were the ones among the first big companies, which tested “Yandex. Audiences”.
Since the launch of this innovation, to collect user’s personal data became much more important because there are
more tools for direct-communication have appeared, that reducing costs will be possible in the near future.
* You can obtain additional information about new service applying in our Agency
Contacts are on the last page

20. Other media trends. Internet
20
Offline-search from Yandex
After updating a mobile app from Yandex some users of devices on
iOS base obtained a new offline-search function, which gives an
opportunity to download a base of answers to the popular requests on
your smartphone. In the case of slow or switched off internet an app
gives short answers from this base.
Base contains phone numbers of emergency services, technical
support, information about famous people and also translation of
frequently used words on another language. An app updates once
every day, if wi-fi connection is available. An app can download up to
100Mb of data.
It’s suggested, that with the launch of novelty, search in Yandex will
became more popular.

21. Other media trends. Internet
21
Facebook presented new advertising products and functions
Audience Insights API. New interface of programming is at the testing stage now. Realis is planned at the beginning of 2017. API provides to
brands access to aggregative and depersonalized data about audience demographic, it’s preferences, etc. It’s suggested, that this information
will help companies to create more effective advertising campaigns.
Canvas. Administrators of pages and brands on Facebook obtained an opportunity to create organic publications with help of Canvas format,
which will be demonstrated in feed in new block, what is called to increase users’ involvement. Also marketers will obtain an access for more
detailed statistics about efficiency on this format advertising.
Slideshow. This format was launched in the last year and obtained few innovations. For example: an opportunity to add text or audio
supplement to advert; launching a tool for the creating a video to demonstrate a Slideshow; an opportunity to create advert from mobile device
and integration with photo library of pages in Facebook and Shutterstock.
Creative Hub. New platform for advert creators will became available in the nearest months. Interface will allow advertising agencies to
experiment with mobile advert formats and define the most effective ones. Advert creators will be able to view how advert looks like in dynamic
mobile feed and share mockups with clients.
* We’ll help to use new products and tools correctly
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22. Other media trends. Internet
22
Facebook changes algorithm of the news demonstration
User will see at the beginning of the feed posts from close friends and
relatives, after updating an algorithm (special attention was payed on
photos and video spots). Informational and entertaining content will be
inserted after.
Algorithm of forming feed by users’ preferences have been used since
February, 2016. But they expressed disquiet by that fact, that they can
miss important updates in the feed of close friends and relatives.
New algorithm can lead to increase of coverage of some public pages
of companies. Primarily it will rely on audience and it’s activity level.
We think, that it will decrease page organic reach and increase
importance of advertising promotion.
* We’ll prompt how to optimize page promotion to prevent negative consequences of
innovation. Contacts are on the last page

23. Other media trends. Internet
23
Facebook launched photo in 360 degree format
Social network Facebook launched a function of support a photos in
360 degree format in feed.
Function will support photos, made by spherical camera, such as Ricoh
Theta S and panoramic images, made by smartphone. Also photo will
be available to view by VR helmet.
In such a way Facebook became the first among social networks,
which introduced given technology into feed.
We recommend to use this format in content on branded pages.
* We’ve already launched 360 campaign and are ready to share experience
Contacts are on the last page

24. Other media trends. Internet
24
Facebook will allow users to create posts in multi-
languages at the same time
In the nearest time all Facebook users will be able to create posts in
multi-languages at the same time. Multilingual composer’s functionality
will be available for 45 languages. Post translation will be displayed in
a feed in that language, which user defines as main language in the
personal settings.
Translation can be done during a publication and while the text is
published. Now service is available only on desktops, but in the
nearest future it will function on others platforms.
Previously an opportunity to publish notifications on few languages
was available only for owners of business-pages. Such innovation will
be useful for brands, which use one page for few countries.

25. Other media trends. Internet
25
Facebook will track an impact of mobile advert on offline-purchase
New analytical tools will permit offline-shops to understand, how many people visited them after viewing advert in social network. Broadened
functionality will contribute to optimization of creative campaigns, delivery and targeting of messages, based on offline visitations.
Social network wants to simplify consumer journey to a local shops, making a process of searching the interesting places easier and quicker. A
native locator of shops, which will show and advise the nearest businesses in advert, is launching for that purpose. Option is perfect for mobile –
it is enough to click on locator in advert on Fb and view all needed information.
Facebook will use data about users’ location, which is in open access and wi-fi signal’s data for measuring offline-shops visitation. Also shop
buyers will be interviewed. Advertiser will obtain an information about total number of real visits with differentiation by sex and age.
Facebook is actively developing as an advertising space and it will allow more qualitative track of the advert’s impact on sales
in future.

26. Other media trends. Internet
26
Vkontakte opened broadened statistics of posts for
5000+ communities
Social network reported about lifting of restrictions of access to
additional statistics for groups with less than 10K subscribers. New
limit of option usage is 5000 people.
Such groups’ administrators now can connect information about cover
of publications and quantity of interactions with them on new design in
“Records” statistics tab.
We think that new analytical opportunities will give an understanding
which post in Vk gave traffic in site or landing. Also it’ll improve content
strategy.
* How the land with page in social networks lie? Would You like to improve something?
Contacts are on the last page

27. Other media trends. Internet
27
LinkedIn launches programmatic-buying of media advert
Advertisers will be able to buy high-quality displayed advert in professional social network with help of any platform or private auctions of
automated purchases. LinkedIn supports most of DSP (demand-side platform) and trading desk of agencies. Also, at the moment, more than
4000 premium brands promote its goods and services on the platform.
Access to LinkedIn Display Ads will be opened for all advertises, who want to reach audiences with programmatic-technologies more effectively
and promptly.
Companies can apply to private auctions of automated purchase of advert using own first-party and third-party data, such as information about
web site visitors or contact lists from CRM, at that placing advert in LinkedIn. As a bonus social network proposes own audience segmentation.
It’ll be an additional plus for advertisers for benefit of usage of promotion in social network.

28. Other media trends. Internet
28
Innovations from Twitter
Social network improves quality of advertising and increases it’s efficiency. If brand have account in Twitter, we insistently recommend to support
it by advert.
Twitter added landmarks
Social network allowed users of devises on iOS to add special location-based tags to publications. Clicking on such mark a map with fix index,
where the tweet was made, will be opened. Foursquare’s functionality with detailed description of establishments, locality and geographical
values will be available together with a map. In such a way Foursquare will spread own users base at the expense of
clickthrough and this consequently will attract brands.
Twitter launched emoji-targeting
Besides key words, locational data and others marketers will be able to take into account emotional reactions of audience.
Such targeting type opens unique, previously unavailable opportunities, giving an understanding of emotional background
of each individual and his attention for one or another content.
* For detailed information about advert placement in Twitter contact us
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29. Other media trends. Internet
29
Twitter develops video content opportunities
Limit for video on Twitter will be increased from 30 up to 140 seconds
for all users. Also under Vine service of 6 seconds spots format group
of bloggers will start to test format of longer cyclic video.
At the same time Vine is working at providing an opportunity to
creators to monetize their video content.
New functions will make easier video and cyclic Vine spots viewing on
Twitter. Now users are able to launch full-screen interface with a list of
recommended video spots just by click on video tweet in timeline.
We recommend advertisers to use such innovation in content plan.
* We’ll help use video advert in Twitter efficiently
Contacts are on the last page

30. Other media trends. OOH
30
Modernization of Kiev visage
Within the scope of initiative of outdoor advertising sector – road map “Kiev: practical reformation of outdoor advertising market” – replacing of
advertising constructions in the Metchnikoff street and Klovsky descent is led. This streets are a pilot project of the first stage of modernization,
which is planned for 2016 and includes 9 Kiev streets.
Outdoor advertising’s operators invest means into development of a new scheme of placement and after its approval by profile department of
Kiev municipality will lead a change of advertising constructions. Particularly, as a part of pilot project on Metchnikoff street and Klovsky descent
will be 37 advertising constructions instead of 57.
Besides a reduction of a number of reconstructions, modernization includes it’s substitution. They will be in one format and in unified surface.
Constructions in 3x6 m format are changed by scrolling 3x2,2 m format, which is considered as the most ecological for central street of European
cities.
As a result advertisers will obtain rise in advert efficiency at the expense of reduction of clutter and usage of dynamic format, at the same time
residents of Kiev will get organic, ecological presence of informational mediums in visual city space.

31. Other media trends. Radio
31
Parliament enacted a Law about introduction of 35% quota on radio
Due to the Law TV and Radio organizations should provide no less than 35% of total volume of songs in the state language in the course of radio
broadcasting during a day. Radio stations, which play songs in official European Union’s languages in volume no less than 60% from total volume
should provide a share of songs in the state language no less than 25%.
A share of songs in Ukrainian and European Union’s languages should be indicated in radio broadcasting license.
TV and Radio organizations should provide no less than 60% of daily volume of programs, including news and analytical blocks, entertaining
programs in the state language.
After introduction a document into action an advantage in license obtaining will be provided for those radio stations, which will agree to increase a
share of Ukrainian language product for 5% and more.
A Law provides a transient period: a share of songs in the state language will contain 25% during a first year, then starting from the second year
it’ll will be equal 30% and 35% during a third year.

32. Other media trends. Radio
32
National council gave a license for radio broadcasting
on FM-frequencies to National television company of
Ukraine
National TV company of Ukraine obtained a license for radio
broadcasting on FM-frequencies. This is about 17 frequencies in 11
Ukrainian regions, which was obtained by broadcaster due to results of
provided competition.
New frequencies for Ukrainian radio was provided in Dnepropetrovsk,
Donetsk, Zhytomyr, Zakarpattia, Zaporozhye, Nikolaev, Poltava, Rivne,
Sumy, Cherkassy and Chernigov regions. In such a way FM network of
Ukrainian radio increased up to 55 frequencies in 19 Ukrainian regions.

33. Other media trends. Radio
33
Ukrainian radio station “Puls” has returned in Lugansk
In Lugansk region a work of one more radio transmitter is resumed,
thanks to this radio “Puls” was able to resume broadcasting .
FM-transmitter was put into operation at the end of May, due to this
Ukrainian radio signal returned to Stanytsia Luhanska. Renewal of
transmitting is led within the boundaries of Ministry of Information
Policy of Ukraine and Broadcasting, Radiocommunications and
Television concern project on providing stable functioning of a national
TV and Radio broadcasting system.

34. 34

35. Other media trends. Internet
35
German publishers against Google and Facebook
Axel Springer, Gruner+Jahr and Bertelsmann Group started to use in
work united Emetrig platform, created by German telecommunications
company Deutsche Telekom. At the expense of such united efforts
they hope to create a competition to Google and Facebook, under
whose control 85% of world advertising in the world.
Emetriq will permit advertisers to obtain access to all competitor’s data,
which previously were a confidential information. It will allow to create
high-accuracy and qualitative audience segments, what by-turn will
allow to increase efficiency of advertising packages.
Publishers will be able to obtain Emetrig usage rights for fixed fee from
4 to 15K euro.

36. Other media trends. Internet
36
Google is testing Google Shopping service in Russia again
“Google Shopping” service, which allows to search goods in internet-shops, have been launched in Russia in 2010 and than It was closed in
2013.
In the nearest months service will be opened over again for a wide circle of final users and advertisers. Based upon a western functionality,
Google Shopping will compete with Yandex Market and will give users more opportunities of choice.
Now when feeding a commercial request in Google search results user see 5 or 8 Google Merchant trade adverts. Only offers from shops, which
are in Product Listing Ads are available for viewing. After a launch of Shopping service users will have an opportunity to view all offers from
internet-shops, which are connected to Google Merchant Center, sort them by prices, references and additional characteristics in the separate
interface.
Service will allow advertisers to improve quality of traffic, it is more conversional. Internet-shops and Google Shopping relations will built on CPC
model.

37. Other media trends. Internet
37
YouTube will help to small business to make cheap video
advert
An appYouTube Director will help to representatives of small and medium
business with modest advertising budgets independently create commercial
spots.
Hairdressing salon in Los Angeles have already tested and increased
advertising campaign rate by 73% and reached +56% of brand awareness.
For those, who face difficulties when creating a spot, will be launched 2
services. One of them will use held by user images for video creation.
YouTube works at new solution, which will “reunite” small entrepreneurs with
those, who make video for creation of “extremely cheap” advert.

38. Other media trends. Internet
38
Snapchat has opened advertising API and announced new promotion tools
Service presented a set of innovations, with assistance of which advertisers will obtain more transparent and flexible tools for measuring
indicators and return of investments:
Advertising “snaps” between stories: ads will appear in a random way in Stories section between posts in process of auto-play of a list of
stories now;
Extended advertising “snaps”: users will be able to unfold an ads by one touch to settle partner’s app or to switch to advertiser’s site or to view
a whole spot;
Advertising API: advertisers will obtain an opportunity to use programmatic-interfaces for a launch of big campaigns. Brands will be able to
attract an expertise of strange Snapchat’s partners for creation of creative and attractive content;
Measuring of advert: Snapchat builds a partnership with analytical centers, such as Moat, Nielsen mobile Digital Ad Ratings and Google
DoubleClick, what will help advertisers to have more clear understanding of their campaign’s impact on audience and their results.
Sponsored creative tools: Snapchat creates and develops a set of tools for interactive brands’ interaction with their audience (animated selfie-
lens, geofilters and others).

39. Other media trends. Press
39
A magazine full of just advertising will be launched in
Canada
Canadian issue It Ran will launch a journal, which contains only
advertising in every page. The first issue will be printed in August,
2016.
Leaving an application on placement is possible at web site
https://itran.biz/. In this way companies and agencies with the most
strange ideas will be able to prove that their works are printed.
In such a way money for National Advertising Benevolent Society
collects. It helps to marketing and communication specialists, which
faced problems at work or in a family because of financial difficulties,
problems with health or unemployment.

40. 40

41. World case. Integrated campaign
41
Campaign: #Opt Outside, The REI, USA, 2015
Goal: to create a campaign that will strengthen brand image of
REI (Recreational Equipment, Inc Co-op), that is dedicated to life
outdoors
Results:
- 6,7 bln social impressions (2,7 bln in first 24 hours);
- more than170 organizations followed REI’s lead and hundred of
parks opened their gates for free;
- 1,4 mln people chose to spend their Black Friday outdoors
Solution: REI decided to close its 143 stores on November 27,
2015, US busiest shopping day Black Friday. REI encouraged
customers and staff to get away from the shops and head for the
outdoors. To help adventurers choose how to #OptOutside,
optoutside.rei.com featured recommended hiking trails, co-op
employees and members shared thousands of outdoor
experiences. On the day itself, REI.com featured a black takeover
screen that encouraged customers to #OptOutside. The REI Opt
Outside campaign included TV, out-of-home, digital, social
outreach, in-store banners, full-page print ads in The New York
Times, The Wall Street Journal and regional papers

42. World case. Integrated campaign
42
THE SWEDISH NUMBER
+46 771 793 336
42
Campaign: The Swedish number, Swedish Tourist
Association, Sweden, 2016
Goal
to show the real Sweden—a unique country worth
visiting with the right of public access, sustainable
tourism and a rich cultural heritage, to create more
pride and knowledge about Sweden, both nationally
and internationally
Solution
Sweden became the first country with it’s own
telephone number. "The Swedish Number," which
everybody can call at +46 771 793 336, connects
callers from around the world with random Swedes
who have signed up to be de facto ambassadors—but
who've received no training whatsoever, and have
been given no instructions about what to say (or
perhaps more to the point, what not to say)
Results
- 128K calls from 178 countries with call duration 253
days;
- 9,107 bln impressions

43. World case. Integrated campaign
43
Campaign: McWhopper,
Burger King, New Zealand, 2015
Goal: to raise an awareness of Peace Day
Solution: the brand came up with an idea to band
together with one of its greatest competitors—McDonald's—on Peace Day.
BK bought a full-page ad in The New York Times and the Chicago Tribune (the city where the McDonald's headquarters is located),
publishing an open letter to McDonald's, asking the brand to collaborate on a limited product, the "McWhopper," to be sold one day only
in the pop-up shop. All proceeds would go to Peace One Day, a non-profit organization dedicating to spreading peace.
McDonald's CEO Steve Easterbrook vetoed the idea, but other 4 burger chains supported this initiative and created Peace Day Burger.
Also the public embraced the campaign and thousands of DIY McWhoppers have been created, reviewed, and shared on social media
Results:
- 8,9 bln media impressions and 138M $ earned media;
- BK purchase consideration increased by 25%;
- the awareness of Peace day grew by 40%

44. World case. Mobile
44
Campaign: Sizzl, Oscar Mayer, USA, 2015
Goal: to increase brand awareness and sales
Solution: Oscar Mayer released Sizzl, a dating application that matches couple
based on their shared love of bacon. People only need to specify their bacon
preferences in a customizable profile, upload photos and start swiping through
profiles of local fellow bacon lovers, with the ability to message and meet up with
other Sizzl users based on a mutual-matching system.
Results:
- +644% increase in conversations about Oscar Mayer bacon;
- +5,4% Oscar Mayer bacon sales, while category decreased on 4,2%;
- 890 mln earned impressions, 54K downloads, 2,8 mln interactions

45. Campaign: Donate the bars, Atados, Brazil, 2016
Goal: to help charities raise awareness of the social causes they support
Solution: The project turns the black bars that appear on either side of vertical
videos on YouTube into ad space for the usage of those who need media support,
but cannot afford it
Every YouTube user that post vertical video can be a member of initiative. For this
purpose user should load video on the site and donate the bars for the ads of any
non-commercial organization.
Results:
- 42,7 mln media impressions and 5,3M $ earned media;
- 50 NGOs found a new way to share their causes
World case. Mobile
45
DONATE THE BARS

46. Interesting page
Today we want to remind You that advertising isn’t only
sales, brands, KPI’s, fun and festivals but also a big
opportunity to get something important and kind, serious
and scary across to people, an opportunity to tell about
problems and about necessity to be a Human in this such
a difficult time.
Let’s talk about social advertising. Such a serious and
hard for perception, but such an important for
understanding about problems and warning from
indifference.

47. Advertising HAS the power!
There are a set of works from exhibition on a social ads topic in France. Social
ads really can stop the violence, pollution or even killing in Act Responsible
advertising.

48. Topic: safety at the wheel
Say NOT to driving while yakking!
Advertising agency Terremoto Propaganda, Brazil call on to
stop the violence and don’t drink at the wheel!
Agency BBDO Bangkok,
Thailand warns that desire to
sleep is stronger, than you!
The scariest advertising ever in the toilet
which was seen by more than 10M
people, most of which will probably never
ever start driving drunk

49. Topic: violence
Children-victims’ of home violence and inhuman treatment emergency fund talked to 2
categories in one message, containing a double sense, which is available depending on
a growth and an angle of view: adults are informed about service’s activity and the most
important is that children obtain a confidence, that they aren’t alone in their problem and
see service’s phone number
Swiss agency launched advertising in a transport, main slogan of
which is “ Victims of the violence are the same people as we are”

50. See You in the next issue!
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