Start of the year brought advertisers activity growth, media renovation and many other interesting things.

1. 1
Read in issue:
Start of the year brought
advertisers activity growth,
media renovation and many
other interesting things

2. 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
2
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

3. 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

4. Weekly TV activity. 2016
4
Source: 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.

5. Changes in legislation
5
Source
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.

7. Other media trends. TV
7
Source
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.

8. 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
8
Source

9. 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

10. Other media trends. TV
10
Source
“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.

11. Other media trends. TV+Internet
11
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

12. 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

13. Other media trends. Internet
13
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

14. Other media trends. Internet
14
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

15. Other media trends. Internet
15
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

16. Other media trends. Internet
16
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

17. Other media trends. Internet
17
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

18. Other media trends. Internet
18
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

19. Other media trends. Internet
19
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

20. 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

21. Other media trends. TV+Radio
21
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

22. Other media trends. Press
22
“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

24. Global media trends. Internet
24
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

25. Global media trends. Internet
25
Source
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.

26. Global media trends. Internet
26
Source
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.

27. Global media trends. Interesting
27
Source
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.

29. World case. Ambient
29
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

30. World case. DOOH
30
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.

31. World case. Promo&Activation
31
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.

32. World case. Promo&Activation
32
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.

33. Ukrainian case. DOOH
33
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.

34. 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

35. Interesting page
http://permv.ru/News24953_1.aspx
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“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”.

36. Interesting page
http://permv.ru/News24953_1.aspx
36
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.

37. 37
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

38. Interesting page
http://permv.ru/News24953_1.aspx
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R=L
D

39. Interesting page. Answers
http://permv.ru/News24953_1.aspx
39
R=L
D
COMMUNICATION LOYALTY
STRATEGY BUDGET

40. See you in the
next issue!