The document provides an overview of media market trends in Ukraine for July 2018. Some key points: - TV advertising increased 6% in January-July 2018 compared to the same period in 2017. Pharma was the top advertising category. - The online media advertising market in Ukraine exceeded 1 billion UAH for the first half of 2018, a 32% increase over the previous year. - Google rolled out a core search algorithm update in August and now allows advertisers to only purchase inventory from authorized sellers via ads.txt files to reduce ad fraud. - OOH and radio continued to show growth. Epicenter was the top OOH advertiser and increased its spending by over 100%. Politicians significantly increased OOH advertising

1. Media Market Digest
July 2018
All-Ukrainian Advertising Coalition revised its forecasts for 2018

2. Agenda
TV increased by 6% in Jan-Jul’18 vs Jan-Jul’17 p.3-8
Media Internet advertising market in Ukraine exceeded 1 billion UAH p.9-17
 Google’s August core search algorithm update
 Google allows advertisers to buy ads.txt authorized-only inventory
 WhatsApp is now suitable for businesses
OOH and Radio continue to show growth p.18-30
 Publicis Media experts comments on current OOH situation
What does the Ukrainian online consumer 2018 look like? p.31-34

3. Monthly News & Trends
TV

4. 4
Key facts
6%
Jan-Jul’18
in term of EqTRP’s vs
Jan-Jul’17
in EqTRP’s
Jul’18 vs Jun’18
In July 2018 SOR
was 91%
2%
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. Data owner is ITC. Processed by “CCM”
Subsidiary Enterprise

5. • Pharma category shown seasonal
growth in July after low period
o Key increasers are Medica and
Sperko Ukraine
• Increase of Trade in July is driven by
activity of Allo which supported
both on-line & off-line shops
• Hygiene uplift in July is due to start
of BIC advertiser and Old Spice &
Pampers P&G brands this year
activity
• Despite significant activity
intensification of Pepsico in Food,
the category shown seasonal
decrease
TOP TV Categories
225,9
72,6
68,
47,4
40,4
37,8
36,4
35,9
26,9
23,
Pharma
Food
Cosmetics
Trade
Cold AFB
Confectionery
Telecom
Hygiene
Detergent
Alcohol
11%
9%
11%
17%
11%
10%
18%
39%
0%
0%
18%
28%
6%
21%
7%
-14%
-6%
-5%
-18%
-10%
2018 vs 2017 Jul’18 vs Jun’18
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50
50k+. ‘000EqTRPs. Data owner is ITC. Processed by “CCM” Subsidiary
Enterprise

6. 25,2
25,1
24,4
21,3
20,8
17,3
15,5
14,1
13,8
13,6
Pepsico
Nestle
Procter&Gamble
L'Oreal
Reckitt Benckiser
Pharmak
Kyivstar
Unilever
Carlsberg Group
Sanofi
• Pepsico became #1 advertiser
• Starting from July 1 Teva and
Procter&Gambel globally
terminated their cooperation 
P&G with solo activity dropped to
3rd position
• Carsberg Group has doubled its
activity vs 2017 via launch of
Lvivarnya musium support and
entered TOP-10
• L'Oreal decreased vs previous
month due to activity absence of
all brands with exception of
Garnier, L’Oreal and Mixa
TOP TV
Advertisers 38%
15%
3%
8%
91%
-22%
-12%
0%
-32%
-2%
29%
21%
36%
48%
3%
-64%
-2%
-12%
-18%
-12%
2018 vs 2017 Jul’18 vs Jun’18
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50
50k+. ‘000EqTRPs. Data owner is ITC. Processed by “CCM” Subsidiary
Enterprise

7. Ukraine & World TV Monthly
News
"1+1 media" launched 4 TV channels
Internet broadcasting
The group of companies "1 + 1 media" launched a live
broadcasts on the Internet of popular Ukrainian TV
channels: "Public TV", ZIK, "Channel 8" and "Channel
24".
Source: https://goo.gl/WNf4bE
Linear TV Dominates Time Spent
Watching Video: Nielsen
Despite the industry’s focus on streaming and on-
demand video, linear TV dominates Americans’ time
spent viewing and is on the rise, according to a new
report from Nielsen.
Source: https://goo.gl/DHFvpg

8. World TV Monthly News Understanding six-second TV ads
Six-second television spots are viable and powerful
tools of audience engagement, according to new
analysis from the Advertising Research Foundation
(ARF), the industry body.
Source: https://goo.gl/xoPzmc
Shorter TV Spots Rising On Linear TV
Short-form TV commercials, moved in part by shorter-
length digital media messaging and better recall
compared to 30-second commercials, are becoming
more popular.
Source: https://goo.gl/Mb1KNi

9. Digital|Content|SEO|eCommerce
Monthly News & Trends

10. TOP-10
Display
2 014,4
500,6
321,0
315,4
258,3
221,6
185,3
169,2
168,4
164,5
Rozetka.ua
Citrus
Ahmad Tea
Allo
Kyivbud
Wargaming
Foxtrot
Pari-Match
Ukrbud
Nestle
5 658,3
1 026,7
916,4
826,7
723,0
535,2
498,9
376,5
300,1
279,7
Trade
Realty
Auto
Finance
Entertainment
Telecom
IT
Hot Beverages
Education
Tourism
Source: C-metr TNS, ‘000 Impressions
TOPCategories TOPAdvertisers
Jan – Jul’18 Jan – Jul’18

11. TOP-10
Video
Source: C-metr TNS, ‘000 Impressions
TOPCategories TOPAdvertisers
Jan – Jul’18 Jan – Jul’18
617,9
292,0
264,5
202,1
184,9
179,1
175,7
167,8
122,4
113,8
Trade
Finance
Cosmetics
Confectionery
Entertainment
Food
Pharma
Alcohol
Cold AFB
Telecom
215,0
186,0
154,0
132,3
103,6
64,4
64,4
58,8
55,6
46,9
Rozetka.ua
1xBet
Mars-Wrigley
Citrus
L'Oreal
Reckitt Benckiser
Pepsico
Kyivstar
Ukrainian National
Lottery
Coca-Cola

12. Ukrainian Digital Monthly
News
Media advertising on the Internet:
the results of the first half of 2018
Admixer presented statistics on the results of the first half
of 2018 of the Internet advertising market.
According to the budget share, as in previous periods, in
the first half of 2018 the category "Food and Beverage" is
leading, and continues to increase its digital budgets.
Source: https://goo.gl/BgdNMW
Media Internet advertising market in
Ukraine exceeded 1 billion UAH
Internet Association of Ukraine presented a study of the market
of media Internet advertising for the first half of the year.
 The volume of the market amounted to 1.094 billion UAH, which
is 32% higher than in the same period last year
 The share of Programmatic in the market of media Internet
advertising was determined. During the period under review,
agencies’ purchases through Programmatic – 26.23%, sites’
sales – 53.04%
Source: https://goo.gl/AkLpxH

13. Digital Monthly News
Google allows advertisers to buy
ads.txt authorized-only inventory
Google announced that advertisers using Display & Video
360 (formerly DoubleClick Bid Manager) can now opt to
only buy inventory that has been authorized via a
publisher’s ads.txt file.
Ads.txt is an initiative spearheaded by the IAB Tech Lab to
help eliminate domain spoofing ad fraud. By simply placing
an ads.txt file on their domains, publishers can list the IDs
associated with the seller accounts of ad networks and
exchanges that are authorized to sell their advertising
inventory. Advertisers can then do an ID lookup to verify they
are buying inventory from authorized sellers.
Source: https://goo.gl/PMDeib
“Fraud is among key quality challenges
Advertisers and Agencies face online.
Understanding this Programmatic IAB Ukraine
working group has recently launched a
presentation on Fraud types aimed at
teaching the market. The next step is to give
the actual recommendations used by the
world community (such as Ads.txt).
You may see and download IAB Ukraine
presentation by the link -
https://goo.gl/4FN3Qs “
Daria Malikhatko
Data Science Head
Performics

14. Google’s August core search
algorithm update The update is now fully rolled out
Some SEOs are seeing more fluctuations with the Google
rankings now, but Google has confirmed the August 1
update has been fully rolled out.
Source: https://goo.gl/VNR63t
Who did it impact, and how much?
A week after the big Google algorithm update, nicknamed
the Medic Update, here is everything we know about it,
including official information from Google and non-official
insights from across the industry.
Source: https://goo.gl/MMuHm8
“Domain Authority (DA) and trust value increased.
Websites with a lot of high quality backlinks have some
boost in visibility. For our clients there is a good chance
to get more organic traffic unlike local competitors with
low quality referring domains.”
Alexandr Lozenko
E-Commerce Head
Performics

15. Apple ‘shutting down’ tracking from Like
& Share and conversation platforms
Facebook updates video ad
metrics
How to take advantage of Facebook’s
Advanced Matching Pixel
Facebook has become a staple within marketing plans across many
industries. The ability to reach their enormous user base using
behavioral and demographic data allows you to expose your
advertisements to an extremely targeted audience.
Yet there are even more benefits to advertising on Facebook that
many brands are not taking advantage of, perhaps because of a
lack of awareness or confusion about its utility. One of those
features is the Advanced Matching Pixel.
Source: https://goo.gl/iumSuu
Apple further entrenched its strategic positioning as privacy
protector against the ad tech ecosystem at WWDC, its annual
developer conference, on Monday. Apple is taking aim at
Facebook’s Like buttons, Disqus comments widgets and other
third-party APIs that can be used for data collection, tracking and
ad targeting.
Source: https://goo.gl/sZnnuW
Facebook is changing up a few key video metrics.
 First, it will no longer count rewatched sections of
video ads toward 3-second or 10-second video views.
 Second, it is adding a metric called “video plays” that
only counts instances where the ad actually plays and
isn’t just displayed in a user’s feed.
 Third, they’re ditching 30-second video views and
video percentage watched due to lack of use.
Source: https://goo.gl/GhEi9o
Facebook launches playable ads,
tests retention optimization for app
advertising
Facebook announced new advertising offerings for app
marketers at the giant ChinaJoy gaming conference on Friday.
The announcements prioritize long-term value over sheer
download volume, putting it on a more equal footing with
competitors.
Source: https://goo.gl/sMkQow

16. Social Monthly News
Now users can check how much time
they spend in Facebook & Instagram
Facebook and Instagram have added a new feature that
shows users exactly how many minutes they’ve spent on
each network in a given day.
They also added a tool for the social media that will gently
remind to log off after hit a self-imposed daily limit.
Source: https://goo.gl/beo99E
AR games for Messenger video chat
from Facebook
Facebook is diving deeper into in-house game
development with its new launch of its own version of
Snapchat’s multiplayer augmented reality video chat
games.
Facebook Messenger already globally launches its first
two AR video chat games that you can play with up to six
people.
Source: https://goo.gl/8XpUkX
Katherine Turko
Performance Content Head
Performics
“Increase Brand awareness though creating your
own branded animations to AR game”

17. WhatsApp is launching a pay-to-use advertising service for brands
looking to engage their customers directly on small screens.
New API will allow businesses to send end-to-end encrypted
messages to people who start a chat with the company via the
app and to message people who have requested information. It
will be able to customize notifications that can were sent with
“relevant, non-promotional” content (e.g., shipping confirmations,
appointment reminders or event tickets).
Also, Facebook will soon be offering ads via its Ads Manager that
open a WhatsApp chat.
Social Monthly News
The number of advertising posts in
Instagram increased by 44% in H1’18
Buzzoole found that fashion brands (33%), cosmetics
brands (13%) and food brands (13%) received the most
mention. They accounted for almost 60% of the creation
of sponsorship content
Source: https://goo.gl/jEU2j7
WhatsApp is now suitable for
businesses
Source: https://goo.gl/yhgiMyKatherine Turko
Performance Content Head
Performics
“WhatsApp is being among TOP-5 messengers in
Ukraine and belongs to Facebook Corp. since 2014. It's
becoming obvious that Facebook is planning to
improve WhatsApp performance to make it competitive
to the Telegram App.”

18. OOH
Monthly News & Trends

19. 29,1
28,4
27,6
22,3
22,0
20,7
20,1
18,4
17,3
17,0
Epicenter
Sport Life
Fozzy Group
Ukrbud
K.A.N. Development
Metro
Samsung
Intergal-Bud
kompaniya
Toyota
Nestle
104%
34%
16%
50%
92%
37%
48%
129%
16%
13%
394,4
276,8
149,2
141,7
55,8
51,1
50,8
49,8
44,2
38,6
Trade
Realty
Entertainment
Auto
Telecom
Medicine
Sport
Restaurants
Finance
Building
35%
23%
46%
32%
28%
34%
28%
11%
74%
Source: Communication Alliance-OOH, Budget, Mln UAH.
Data is processed by “CCM” Subsidiary Enterprise
Jan – Jul’18
TOPCategories
• Epicenter grew its activity
twice keeping its seasonal
dynamic
• Nestle entered TOP-10 due
to increased 15 times
investments in Nescafe
Gold and relaunch OOH
support of Nescafe 3in1
OOH market grew
by 32% vs 2017 Jan – Jul’18
TOPAdvertisers

20. OOH advertising in Ukraine
Results of the first half of 2018
The outdoor advertising operator PRIME Group visualized the
main parameters of the outdoor advertising market in the first
half of 2018. The material was based on the data of the
researcher of the Doors Consulting outdoor advertising audience
for the relevant period
Source: https://goo.gl/Rg4k67
A new type of advertising is designed
to fight for life
Ukrainian advertisers came up with a unique application of long-
known technology, starting to work with ferromagnetic fluid. The
company Outforz DIGITAL, which is part of the holding company
CMS Group, will create a sitylite, which will, in the literal sense,
magnetize the views. Thus, one of the main problems of the
outdoor advertising market is being solved - to achieve a long-
term contact with the consumer
Source: https://goo.gl/JVP6UZ

21. OOH advertising in Ukraine
“In July, there was a restructuring of the
market for standard outdoor advertising in
Dnipro, in the aftermath of which there was a
relocation of inventory - most of the systemic
operators’ 6x3 inventory was dismantled,
another equivalent inventory of another
operator was installed.”
Victoria Shapoval
Deputy Head of Media Buying
department, Performics
Victoria Nikityuk
Head of non-TV Planning and
Activation, Starcom 0
1000
2000
3000
4000
5000
Jan 18 Feb 18 Mar 18 Apr 18 May 18 Jun 18 Jul 18
Number of bought boards
Poroshenko Timoshenko Skocik
Taruta Filatov Other
Politicians placed advertising in OOH
on up to 67 MLN UAH totally in 2018
Poroshenko, Timoshenko, Skocik and Taruta increased their
activity in June-July. TOP-4 politicians distribute their investments
by geography rather the same, but buy different number of boards.
“Due to the changes in the OOH market
situation, which is explained by the reduction
of inventory, market restructuring, increased
demand (including through political
advertising), all systemic operators are
increasing prices for their inventory sale since
September.”
15%
15%
10%
18%
43%
22%
25%
34%
Poroshenko
Timoshenko
Skocik
Taruta
Top-4 Politicians split by geography
Kyiv
TOP-5
cities
Other
27%
27%
31%
30%
34%
34%
30%
29%
Boards Budget
Source: Doors Consulting. Data is processed by “CCM” Subsidiary Enterprise

22. Format: Hologram | HypervsnTM Wall
Geography: Kyiv, Shopping center Gulliver
https://www.youtube.com/watch?v=B9JZTyjjGZg&feature=youtu.be
28 Panels; total image size 1,8x3,4 m
New Non-Standard formats
Format: Hologram | HypervsnTM Single|Double
Geography: Kyiv, Shopping centers
https://www.youtube.com/watch?v=Ns3RAme3Oq0
https://www.youtube.com/watch?v=s7e7juBqmD0
Size “Single” 0,57x0,57 m; Size “Double” 0,57x1,14 m

23. “Make Google Do It” Launches in
DOOH Campaign
The moment of collective dyslexia
from Leo Burnett London and BDA
The British Dyslexia Association, through outdoor advertising,
encourages society to create a favorable environment for people
with dyslexia. This will allow them to be full members of
society.period
Source: https://goo.gl/kAWsKr
The Kraken is brought to life by
Kinetic
The mystical Kraken beast is unleashed in a 3D mural in
Shoreditch as part of cross-platform creative campaign
Source: https://goo.gl/QdTdKm
Google has extended its “Make Google Do It”
campaign, in a clever UK-wide digital OOH push. The
UK digital OOH iteration of 'Make Google Do It', uses
two creative threads. The first features the Google
Home Mini and highlights the versatility of Google
Assistant, its main product, by demonstrating how it
can help to “Play it. Skip it. Time it. Dial it. Forecast it.
Remember it. Schedule it. Prep it. Do it.”
Source: https://goo.gl/3VdzCn

24. 24
In the London subway appeared
mysterious posters Aphex Twin
Cases
Richard D. James a. k. a. Aphex Twin has something
in mind. In the London metro appeared mysterious
posters with the logo of the composer and producer.
Source: https://goo.gl/cLgZyT
Arby's snack chain has created the
smallest and largest in the world of
advertising to talk about changing the
drink in the menu
From now on, when you go to the Arby's diner and order
a cola, you will not be asked again, nothing, they say, if
it's Pepsi. The American fast food chain officially
replaced PepsiCo drinks on Coca-Cola. And to report
this, she conducted an unusual out of home campaign
that set two Guinness records: the smallest advertising
in the world and the biggest ("The largest advertising
poster").
Source: https://goo.gl/xy9Eqh
Adidas Originals pleased the influxers
with personalized billboards
Adidas Originals to create excitement when launching
a new line of running shoes P. O. D. System in the US
attracted influencers. At the same time, the brand
did not send shoe boxes to the social media stars in
hopes of publishing. Instead, Adidas conducted an
out of home campaign, personally addressed to
several agents of influence in New York and Los
Angeles.
Source: https://goo.gl/scAGGk

25. 25
Goodvertising at Cannes Lions 2018:
Advertising That Does More Than Just
Sell
Cases
During the sunny days in Cannes, events were
dedicated to the creativity of brand communications
and campaign effectiveness. But one conference had
a slightly different angle: Goodvertising.
Source: https://goo.gl/3kwkfy
Carlsberg celebrate england’s world cup
endeavours with contextual messages
England’s World Cup campaign has been going from
strength to strength, and this hasn’t gone unnoticed by
Carlsberg. The popular beer brand rotated a number of
satirical messages in London’s Leicester Square.
Source: https://goo.gl/tGZoeZ
WCRS & Sky Ocean Rescue reveal
threat to our seas By 2050, the plastic
polluting our oceans will outweigh the
marine life
To highlight this environmental risk, WCRS has created
The Ocean’s Biggest Threat, a digital out of home
campaign for Sky Ocean Rescue, to mark Plastic Bag
Free World Day on Tuesday, July 3.
Conceived by WCRS, Engine’s creative agency, Sky
Ocean Rescue: The Ocean’s Biggest Threat, won the
commercial category in Ocean’s annual digital creative
competition which fosters the creative potential of digital
out of home.
Source: https://goo.gl/eRyr7U

26. Monthly News & Trends
26
Print & Radio

27. Source: Communication Alliance-OOH, Budget, Mln UAH. Data is
processed by “CCM” Subsidiary Enterprise
Jan – Jul’18
TOPCategories
• Toyota increased twice and
leveled up to 3rd position
due to higher support of
Lexus cars
• Trade keeps leading
position driven by wear
shops both online and
offline
o Intimissimi.sells.com
shows the highest growth
among online
o Guccio Gucci S.p.A. –
among offline
Print decreased
by 1% vs 2017 Jan – Jul’18
TOPAdvertisers
49,3
39,8
33,1
25,5
16,4
16,3
8,9
5,1
4,4
3,4
Trade
Cosmetics
Entertainment
Pharma
Auto
Wear
Jewellery
Restaurants
Medicine
Home Appliance
16%
12%
10%
31%
-9%
-11%
-2%
-30%
-24%
-31%
7,5
6,9
6,5
5,8
4,7
3,1
2,6
2,5
2,5
2,4
L'Oreal
Seldiko
Toyota
Hexagone
ChaneL
Maxx Royal hotel
Fitobiotehnologii
Philips
Intimissimi.sells.com
Yves Rocher
101%
25%
1%
54%
-21%
-13%
-17%
-43%
-36%
-21%

28. Print Monthly News
Research: Print takes second place
in terms of impact on sales
Advertising in print gives the highest ROI after television - 2.4,
and 75% of campaigns in paper justify their budgets. This
conclusion was reached by the British analytical agency
thinkbox.tv. Last week, it presented the study "Profit Ability: the
business case for advertising"
Source: https://goo.gl/JuDQZg
For the first time in seven years,
advertising revenues of the news
print segment began to grow in UK
These are the Advertising Association / WARC Expenditure Report
data published on WARC.
Also, the report convincingly showed that the digital enhances
traditional media brands in all categories. Investments in
advertising in digital versions of traditional media brands
continue to grow - by 39.3% in 2018 compared to the previous
year.
Source: https://goo.gl/D4e3jA

29. Source: Communication Alliance-OOH, Budget, Mln UAH.
Data is processed by “CCM” Subsidiary Enterprise
Jan – Jul’18
TOPCategories
• Despite growth of K.A.N.
Development, Intergal-Bud
and Galzhitlobud Realty is
the only category among
TOP-10 to show decrease
• Gidrosand (Kuhar Ryshelie)
entered TOP-10 increased
its activity up to the half of
its main competitor
Victor&Co
Radio grew by
22% vs 2017 Jan – Jul’18
TOPAdvertisers
80,0
47,2
31,3
24,4
23,0
20,6
15,7
15,6
10,5
5,0
Alcohol
Entertainment
Trade
Food
Auto
Realty
Pharma
Jewellery
Finance
IT
34%
22%
32%
36%
11%
9%
111%
39%
89%
-7%
26,3
12,2
9,7
9,4
9,0
9,0
6,9
6,2
6,1
6,1
Bayadera
Victor & Co
ORBI GROUP
Stolichnaya Jewellery Factory
Crimean Wine House
Poltava Distillery
Get'man
Megapolis
Gidrosend
Zolotiy vik
11%
33%
308%
174%
97%
49%
-7%
-31%
-21%
-9%

30. Data of new wave of Radio
listening research
Ukrainians listen to the radio 4 hours
26 minutes a day
A new wave of research indicates the stability of radio
listening, notes a new study by Kantar TNS, which was
conducted from April 16 to July 8, 2018.
According to the research, the portrait of the radio listener
looks like this:
 rather man: 54%
 active Internet user: 84% use daily
 61% are married
 have higher education: 53%
 have a higher than average or high income, and this
figure has increased significantly compared to the
similar wave of 2017: 54% (previously it was 43%)
Source: https://goo.gl/yAy94f

31. Research & Trends
Monthly. Ukraine & World

32. All-Ukrainian Advertising Coalition
revised its forecasts for 2018
Forecast of the Ukrainian advertising
and communication market
Traditionally, based on the actual results of the first 6-7 months
of this year, the UAC is correcting its annual forecasts of the
development of the advertising and communication market of
Ukraine.
No cardinal changes to the December coalition forecast was
done, except for adjustments in research methodologies that led
to changes in the volume of certain segments of the advertising
market – this time in Paid Search.
Estimated volume of marketing
services market
The basis for estimation of marketing services market volume
this year was the results and analysis of the rating of marketing
services agencies according to incomes, which includes objective
measurement of turnover and dynamics of market development,
rating of key companies and research of trends
Source: https://goo.gl/2TKrfW
Source: https://goo.gl/RKHKhH

33. Results of Gfk research
The number of smartphone users in
Ukraine has reached 85%
According to the results of the GfK study, during the first half of
2018, the number of smartphone users among active Internet
users in Ukraine at the age of 16 and older reached 85%, while
50% of those who had online shopping experience sought
information about desired products from smartphones.
Source: https://goo.gl/su2sdz
What does the Ukrainian online
consumer 2018 look like?
The number of Internet users in the country reached a figure of
20 million of which 36% regularly buy goods on the network.
Source: https://goo.gl/SvTBTu
85% Smartphone
users
50% search products
via smartphone
3-4 devices per user 26-35 av. age
of on-line buyer
5 000 av. income
of on-line buyer

34. This is where the title
goes
This is where the title
goes
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goes
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goes
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goes
34
Voice and smartphones
are changing the search
experience
Zenith: online video
consumption will reach 1
hour per day in 2018
Nielsen identified six reasons
why consumers are looking
for convenience in everything
Innovations will force
consumer brands to
change business models
How Constant Connectivity
Killed the “Online Now”
Status
Teens Are Debating the
News on Instagram

35. Thank You!
With support of: