The document provides an overview of media market trends in Kazakhstan in 2015. It summarizes that: - Total media market expenditures declined in the first half of 2015 compared to previous years, with TV, print, radio, and OOH all seeing decreases in spending. - The most advertised categories in 2015 H1 were pharmaceuticals, non-alcoholic drinks, personal care, and dairy products. - TV advertising budgets continued their downward trend, though some categories like telecom and personal care increased spending. TV viewing time slightly decreased year-over-year. - In radio, expenditures also declined while the mobile operators and transport services categories significantly increased advertising. The market is dominated by a few major

1. KAZAKHSTAN MEDIA
MARKET OVERVIEW
2015, HY1

2. VOLUME OF MARKET EXPENDITURES DECLINE
Source: TNS CA, 2015 H1, the official price lists, including VAT. Agency estimation of real budgets
27,300 29,130 27,382 25,602 23,554
7,140
8,873 8,678
7,637
6,873
1,875
2,386
2,863
3,235
3,882
5,594
5,617
4,290
3,432
3,020
3,000
3,032
3,050
2,898
2,811
0
10,000
20,000
30,000
40,000
50,000
60,000
2012 2013 2014 2015F 2016F
TV OOH Internet Print Radio
Mln,tenge
+9,2% -5,7% -7,5% -6,2%

3. MEDIA INFLATION: PRICES GROWTH SLOWDOWNS
Source: Agency estimation of REAL inflation
+9%
+10%
+3%
+8%
+10%
+25%
+9% +10%
+6%
+10%
+2%
+15%
+8%
+10%
+8%
+10%
+10%
+20%
+5% +5%
+3%
+8%
+10%
+15%
National TV Regional TV Print OOH Radio Internet
2013 vs 2012 2014 vs 2013 2015 vs 2014 2016 vs 2015

4. MOST ADVERTISED CATEGORIES IN 2015 H1,
TOTAL MEDIA
Source: TNS CA, 2015 H1, the official price lists, including VAT
Pharm and Medicine1
-10%
0%
2
Non alcoholic drinks
+9%
3
Personal care
+54%
4
Dairy products
+15%
5
Chocolate6
-15%
Hair Care
+2%
7
Bank services
-15%
8
Mobile operators
+45%
9
Perfumery
- 10%
10
Household chemicals/Cleaning

5. TOP-10 ADVERTISERS IN 2015 H1,
TOTAL MEDIA
Source: TNS CA, 2015 H1, the official price lists, including VAT
8
-30%
-3%
+11%
-52%
7
6
9
10
1
2
3
4
5
+93%
+23%
+74%
0%
+3%
+4%

6. TV AND INTERNET MEDIA-CONSUMPTION
Stable TV consumption from year to year… with sudden sagging in 2014
And stable growth of spending time for internet
4 h. 08 min. 4 h. 09 min.
3 h. 30 min.
4 h. 06 min.
2012 2013 2014 2015 Q1
Source: TNS CA, Infosys, MMI, 2012 – 2015 Q1; TNS data presentation on iMIX, May 2015
1 h. 40 min.
2 h. 45 min.
2 h. 17 min.

7. TV MARKET

8. TV SELLERS STRUCTURE
Sales channels of SH Arna
Media moved to «TV
Media».
Icon-TV became an
independent.
64%
32%
Others: 4%
TV Media and VI control 96% of
the market, thus no one deal
takes place without the sellers
cames on
Kazakhstan market

9. New sales-house
International Media Service
will start work in 2016
64%
18%
Others: 3%15%
2016: NEW SALES HOUSE

10. TV: SHARE, RATINGSAND DYNAMICS
-5.2%
Rating 2.4
Share 18.4%
-15%
1.6
12.5%
+27.4
%
1.7
13.5%
+8.8%
1.3
9.9%
-23%
0.7
5.7%
+19.5%
1.2
9.2%
-7.8%
0.9
7.1%
+11.8
%
0.7
5.7%
Period: 2014 Q1 vs. 2015 Q1

11. TV AD BUDGETS DECLINES IN 2015
Source: TNS CA, Infosys, 2015 H1, All 18+, the official price lists, including VAT
27,300
29,130
27,382
25,602
23,554
18,400
16,410 15,580 15,032 15,100
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
2012 2013 2014 2015F 2016F
MLN, tenge GRP 30, MLN
+6.7% -6% -6.5% -8%
Mln,tenge

12. PHARMA IS THE MOST ACTIVE CATEGORY IN 2015 H1
Source: TNS CA, Infosys, 2015 H1, the official price lists, including VAT
Pharm and Medicine1
-8%
0%
2
Personal care
+55%
3
Non alcoholic drinks
+14%
4
Dairy products
+15%
5
Chocolate6
-15%
Hair Care
+1%
7
Perfumery
-8%
8
Mobile operators
+50%
9
Bank services
- 11%
10
Household chemicals/Cleaning

13. TV AD MARKET IS VOLATILE AS TOTAL
MEDIA MARKET
Source: TNS CA, INFOSYS + (TV), 2014, All 18+, the official price lists, including VAT
In 2015, the decline in TV advertising market is expected in accordance to last year
27.3
29.1
27.4
25.2
18.4
16.4 15.6 15.0
0
10
20
30
40
2012 2013 2014 2015F
BLN, tenge GRP 30, MLN
Bln
+6.7% -6% -7%

14. TV VIEWING SLIGHTLY DECREASES
FROM YEAR TO YEAR
Source: TNS CA, INFOSYS+ (ТВ), 2014, AVAUD(VIEW), All 18+
150
200
250
300
350
Jan'12
Feb'12
Mar'12
Apr'12
May'12
Jun'12
Jul'12
Aug'12
Sep'12
Oct'12
Nov'12
Dec'12
Jan'13
Feb'13
Mar'13
Apr'13
May'13
Jun'13
Jul'13
Aug'13
Sep'13
Oct'13
Nov'13
Dec'13
Jan'14
Feb'14
Mar'14
Apr'14
May'14
Jun'14
Jul'14
Aug'14
Sep'14
Oct'14
Nov'14
Dec'14
Jan'15
Feb'15
Mar'15
Theaveragenumberofminutes
Working days Weekends All Week

15. 0
2
4
6
8
10
12
14
16
18
400
600
800
1,000
01_2012
02_2012
03_2012
04_2012
05_2012
06_2012
07_2012
08_2012
09_2012
10_2012
11_2012
12_2012
01_2013
02_2013
03_2013
04_2013
05_2013
06_2013
07_2013
08_2013
09_2013
10_2013
11_2013
12_2013
01_2014
02_2014
03_2014
04_2014
05_2014
06_2014
07_2014
08_2014
09_2014
10_2014
11_2014
12_2014
01_2015
02_2015
03_2015
Duration [hours] Rtg%
Stable inventory volume month by month and
decrease trend of ratings from year to year
2012 2013 2014 2015
Hoursofdirectad
Rtgs,%

16. 0
5
10
15
20
25
30
35
40
5:00
6:00
7:00
8:00
9:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
0:00
1:00
2:00
3:00
4:00
During a day
2013 2014
0
2
4
6
8
10
12
14
16
MN TU WD TH FR ST SN
Rtg,%
During weeks
PRIMETIME REMAINS ACTUAL IN SPITE OF
TOTAL RATINGS DECREASING
Источник: TNS CA, INFOSYS+ (ТВ), 2014, Rtg%, All 18+

17. SET OF BALANCED GENRES WITH ENTERTAINMENT
PRIORITY
Source: TNS CA, Infosys (TV), 2015 Q1, All
TV series, shows and movies
take the biggest share in
National channels broadcasting
- 26%, 13% and 14%
26%
14%
13%
13%
13%
10%
7%
3% 1% TV series
Movies
Entertainment
Educational TV programs
Music
News, weather
Socio-political TV
programs
Cartoons, TV programs
for children
Sport

18. DAIRY PRODUCTS AND PHARMACEUTICALS
ARE MOST ACTIVE IN OF 2014
Источник: TNS CA, Infosys+ (ТV) 2014, the official price lists, including VAT
Personal care1
+8.4%
+11%
2
Pharmaceuticals
+31%
3
Confectionary
+15.7%
4
Non alcoholic drinks
+10.7%
5
Food6
+15.5%
Dairy products
+19.1%
7
Financial services
-14.8%
8
Telecoms
+12.7%
9
Consumer Electronics
- 12.1%
10
Household chemicals/Cleaning

19. TOP-10 PLAYERS INVEST ACTIVELY
Source: TNS CA, Infosys, 2015 H1, the official price lists, including VAT
8
-30%
-3%
+11%
-52%
7
6
9
10
1
2
3
4
5
+93%
+23%
+74%
+3%
+4%
13
+1%

20. OCCUPATION AND VIEWERS INCOME
Source : TNS CA, MMI 2014
6% 27,7% 30,2% 11,2% 21,5% 3,4%
Top managers Managers Working class Students Housewife's unemployed
25,4%
26,7%
30,5%
N/A income 17,4%

21. 29
32
35
38
41
44
46% 48% 50% 52% 54% 56% 58% 60%
THE CHANGING OF THE
AUDIENCE OF TV CHANNELS
Theaverageageoftheviewer
2013 2014
Men Women

22. OTT (OTHER THE TOP TECHNOLOGY)
Launch: April 2015Launch: December 2014Launch: April 2014

23. SECOND SCREEN
In March 2015 7 channel presented an
innovative interactive technology in
modern broadcasting – the “second
screen”:
During the show viewer through “second
screen” by smartphone or tablet receives
actual information online

24. The largest Confectionary player Mars reduced expenditures
in 2015 H1 vs. 2014 H1 twice and it’s the reason of total
category decrease on 15% in spite of rivals arms build-up.
Leading category Pharma has decreased spends also (-8%)
TV market was maintained by Telecom and Personal Care
players activation. Unilever has aggressive strategy of
dramatic TV spends increase while other players reduce ad
pressure
New TV seller appearing is a factor of price dumping in
contrary to total rise of TV inventory costs
Variability in
market leaders
list
TV market
maintenance
Changes
between TV
sellers

25. RADIO MARKET

26. MAJOR SELLERS ON THE RADIO MARKET
27%
25%
15%
10%
others10%
13%
Source: TNS CA, AdEx (Radio Almaty), 2015 Н1
New!

27. RADIO AD BUDGETS DECLINES
Source: TNS CA, AdEx, 2015 Н1, the official price lists, including VAT
3,000 3,032 3,050
2,898
2,811
0
100
200
300
400
500
600
700
-
0.500
1.000
1.500
2.000
2.500
3.000
3.500
2012 2013 2014 2015F 2016F
Thousands
Mln, tenge Spots, K
+1.1% 0% -5%
Spots,K
-3%
Mln,tenge

28. SIGNIFICANT INCREASE IN THE MOBILE AND
TRANSPORT SERVICES CATEGORIES
Source: TNS CA, AdEx, 2015 Н1, the official price lists, including VAT
Bank services1
-17%
Mobile operators
+99%
Retail
+10%
Mobile phones
Pharm and Medicine
-22%
Automobile6
-59%
Non-alcoholic drinks
-35%
Transport services
+100%
Fuel, oil & lubricants
-15%
Tourism
-21%
2
3
4
5
7
8
9
10
+39%

29. TOP-10 PLAYERS INVEST ACTIVELY
Source: TNS CA, AdEx, 2015 Н1, the official price lists, including VAT
+60%
-29%
+59%
-19%
1
2
3
4
5
6
7
8
9
10
+305%
+71%
+128%
+47%
+95%
-33%

30. 3.000 3.032 3.049
3.276
0
100
200
300
400
500
600
700
800
0.000
0.001
0.002
0.003
2012 2013 2014 2015F
Bln, tenge Spots, K
THE MARKET VOLUME OF RADIO
ADVERTISING
Source: TNS CA, Adex (Radio Almaty) 2013-2014, the official price lists, including VAT
Tenge,bln.
+1.1% +0.6% +7.4%
Spots,K

31. DYNAMIC OF RADIO CONSUMPTION IS
EQUAL FOR ALL BROADCASTINGS
0.0
0.5
1.0
5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 0:00 1:00 2:00 3:00 4:00
Rtg%
Radio NS Russkoe Radio Radio Retro Love Radio
Radio Hit FM Кazakhskoe Radio Аvtoradio Radio Europa Plus
Radio Shalkar Radio Classic Тengri FM Radio Astana
Radio Nostalgie Radio New Energy FM
Source: TNS CA, INSFOSYS + (Radio) 2014, Rtg%, All 18+

32. LISTENERS OCCUPATION AND INCOME
Source: TNS CA, MMI 2014
8,8% 29,5% 35,4% 11,5% 9,9% 4,9%
Top managers Managers Working class Students Housewife's Unemployed
24,7%
30%
28,8%
N/A income 16,5%

33. WHY PEOPLE TURN ON THE RADIO? AND
WHERE?
Source: TNS CA, MMI 2014
66%
Music
34%
Local news
26%
Kazakhstan
news
24%
Humor
25%
Musical
greetings
15%
Weather
17%
Home
23%
Vehicle
20%
Transport
12%
Mobile
7%
Job
Place of radio
consumption:

34. The new radio station with a strong youth content appeared
Telecom and main retailers sufficiently increase their spend
on radio advertising
No one seller dominates others
Radio Record
occurrence
Telecom is Radio
ad driver
Sellers oligopoly

35. OOH MARKET
(ALMATY)

36. MAJOR SELLERS IN OUTDOOR
Source: TNS CA, AdEx (Radio Almaty), 2015 Н1
21%
51 %
Other
14 %
4%
3%
6 %

37. TOTAL OOH INVENTORY INCREASED BY 2,7%
Source: TNS CA, AdEx (Radio Almaty), 2015 Н1
1 320
797
644
Others :
6. Overpass Billboard (168) +7%
7. Painted Wall (211) -2%
8. Roof Top (85) -10%
9. Cylinder (71) -4%
10. Spectacular (42) -22%
11. Multimedia Led (57) +16%
12. Pilon (5) -6%
+6%
-9%
-7%
644
+35% -3%
543

38. OOH EXPENDITURES WILL DECREASE THIS YEAR
Source: TNS CA, AdEx, 2015 H1, the official price lists, including VAT, Agency estimation
7,140
8,873 8,678
7,637
6,873
-
2,000
4,000
6,000
8,000
10,000
12,000
2012 2013 2014 2015F 2016F
+24% -2% -12% -10%
Mln,tenge

39. MOST PLAYERS REDUCE THEIR SPENDS
Source : TNS CA, AdEx (OOН Almaty), 2015 H1, the official price lists, including VAT
Bank services
-10%
Mobile phones
+22%
Mobile operators
-6%
Retail
+3%
Non alcoholic drinks
-47%
Construction
+109%
Automobile
-62%
Jewelry and watches
-9%
- 39%
Chocolate
- 10%
TV and video
1
2
3
4
5
6
7
8
9
10

40. MOBILE, BANKS AND RETAIL ARE
THE BIGGEST ADVERTISERS
Source : TNS CA, AdEx (OOН Almaty), 2015 H1, the official price lists, including VAT
-6%+28%
+8%
+9%
-44%
+3%
-43%
+1%
+11%
+1%
1
2
3
4
5
6
7
8
9
10
vs +

41. CASE: PROVOCATIVE ADS TELE2

42. OOH spends reduction (-12% in 2015)
OOH has demonstrated big WOM potential on Tele2
advertising example
High clutter of different categories in OOH. Major investors
in Kazakhstan are Mobile and Finance
Budget cuts
OOH drives
WOM
Multiply category
presence

43. PRINT MARKET

44. MAJOR SELLERS IN PRINT
Source: TNS CA, AdEx, 2015 H1
Others
58 %
12 %
5%
15 %
6%
5 %
(only in Jan.-Feb. 2015, Print
versions of editions were closed)
Domashniy Ochag
& COSMO were
removing to New
Sales House

45. PRINT MARKET LOST THE LARGEST SHARE AMONG
THE OTHER MEDIA CHANNELS
Source: TNS CA, AdEx, 2015 H1, the official price lists, including VAT
5,594 5,617
4,290
3,432
3,020
2,210 2,260 2,340
1,980
1,800
0
500
1000
1500
2000
2500
3000
3500
4000
0
1,000
2,000
3,000
4,000
5,000
6,000
2012 2013 2014 2015F 2016F
Thousands
Mln, tenge Circulation, K
+1.1%
0% -20%
Spots,K
-12%
Mln,tenge

46. STABLE GROWTH OF JEWELRY AND FASHION
CATEGORIES IN SPITE OF ANYTHING
Source: TNS CA, AdEx, 2015 H1, the official price lists, including VAT
Jewelry and watches1
+35%
Fashion & Clothing
+29%
Pharm and Medicine
-42%
Transport services
+15%
- 55%
Bank services6
- 63%
Fancy goods
+1%
Construction
- 34%
Consumer services
+8%
Retail
- 18%
2
3
4
7
8
9
10Automobile5

47. TOP-10 ADVERTISERS IN PRINT
Source: TNS CA, AdEx, 2015 H1, the official price lists, including VAT
+28%
-27%
+272%
+19% +14%
-21%
-79%
1
2
3
4
5
6
7
8
9
10
New!
-21%
New!

48. TREND: TRANSITION PRINT INTO ONLINE
Source: www.newsweek.com, TNS CA, MMI 2014
More than 2.5 billion people around the world read the newspaper at
least once a week, with about 600 million read newspapers
online.
CASE: The last printed issue of Newsweek was released in December 2012,
the 2013 edition is fully transferred to an online format: the popularity of the
printed version to plummet, while the magazine articles online quickly gained
an audience.
In Kazakhstan, there are more books online, many users prefer to receive
information "here and now" using the multiple devices at once.
The number of Kazakhs who read print media online has increased
by 26% over the last year.

49. Press is switching to online presence and new digital
opportunity exploitation: Popular editions Kolesa & Krysha
concentrated online and closed its print versions
Stable growth of Jewelry and Fashion categories
Domashniy Ochag & COSMO were removing to new sales
house Partners Media Group. The its former owner SH
Media Link ceased to exist
Trend:
‘de-offlinization’
Luxury is on the
first place
Print market
restructuring

50. DIGITAL MARKET

51. NUMBER OF KZ INTERNET USERS GROWS
• 9.5 mio people are internet users in Kazakhstan
• More than 5 mio people use social networks
• 4.5 mio people use internet through their mobile gadgets
• 6.7 mio of Kazakhstani watch video online
and
• Internet is the only medium with ad spends growth +13% in 2015 vs. 2014
Source: Google, Internet World Stat, iKS-Consulting, TNS CA, VK.com, Agency estimation, 2015

52. KAZAKHSTAN INTERNET PENETRATION IN
COMPARE TO NEIGHBOR COUNTRIES
Seurce * http://runet.fom.ru/Proniknovenie-interneta/11567; ** GemiusAudience Belarus, 2014; *** GemiusAudience, 2014
5.9 mln**
62%
18.8 mln***
41%
9.5 mln
56%
86.1 mln*
61%

53. SOCIAL NETWORKS IN THE WORLD AND
KAZAKHSTAN
Source: TNS Gallup Webindex, Kazakhstan, 2014 GemiusAudience,
CIS – is only region where
Facebook is not №1 yet
VK.com is №1
social network in KZ

54. INTERNET IN REGIONS
Source: TNS Gallup Webindex, Kazakhstan 2014. The penetration of the population of the city / region
60.1%
54.3%
Astana
Almaty
19.7%
37.5%
41.1%
28.4%
47.1%
18.2%
24.8% 47.1%
34.5%
29.1%
20.1%
20.2%
33.4%
9.5 mln. people
have connected
to internet
Internet is growing due to increased
penetration in the regions and the
connection of the older generation

55. AUDIENCE: GENDER & AGE
47.1%
52.9%
2.2% 27.1%
19.5%9.3%
4.4% 37.5%
before 15 16-24
25-34
35-4445-54
55+
Source: TNS Gallup Webindex, Kazakhstan, 2014; GemiusAudience KZ, 2014

56. MANAGERS AND STUDENTS – THE
MAIN AUDIENCE OF THE INTERNET
Source: TNS Gallup Webindex, Kazakhstan, 2014; GemiusAudience KZ,
17.3% 34.5% 7.3% 26.3% 10.1% 4.5%
17.4%
35.1%47.5%
Top managers Managers Working class Students/children Housewife's Unemployed / other

57. INTERNET VS. TV MEDIA-CONSUMPTION
Stable TV consumption from year to year… with sudden sagging in 2014.
Stable growth of spending time for internet.
Source: TNS CA, Infosys, MMI, 2012 – 2015 H1; TNS data presentation on iMIX, May 2015
4 h. 08 min. 4 h. 09 min.
3 h. 30 min.
4 h. 06 min.
2012 2013 2014 2015
1 h. 40 min.
2 h. 17 min.
2 h. 45 min.

58. POSITIVE DYNAMICS
THANKS TO CONTEXT & ONLINE VIDEO FIRST OF ALL
Source: Survey of market experts and Agency estimation
1,690
2,028 2,290 2,311
2,662
185
358
573
924
1,220
0
1500
3000
4500
2012 2013 2014 2015F 2016F
Display Context
+13%
+20%
+27%
+20%
Mln,tenge

59. INTERNET ACCESS POINTS
0%
10%
20%
30%
40%
50%
60%
70%
others
Tablet
Featurephone
Smartphone
Laptop
Desktop
2013 2014
Source: TNS CA, MMI, 2014, internet users
+ 83%
- 25% + 58%
+ 8%
- 10%

60. CROSS-DEVICE CONSUMPTION
Desktop
Desktop +
Mobile
Mobile
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: TNS CA, MMI, 2014, internet users
Internet surfers use different devices for internet access.
Desktop is still the most used gadget for it. At the same time mobile access to the net is
growing rapidly: +58% for smartphones and +83% for tablets.
29% of cross-device

61. GLOBAL AND RUSSIAN PORTALS ARE THE LEADERS
Source: TNS CA, Web Index, GemiusAudience, 2014 + Kazakh sites rating by Zero.kz, 2015, October
5,301
4,253
2,281
1,717
1,512
1,223
1,046
926
909
842
782
753
643
534
488
338
283
281
247
198
60%
48%
26%
19%
17%
14%
12%
10%
10%
10%
9%
9%
7%
6%
6%
4%
3%
3%
3%
2%
0 1,000 2,000 3,000 4,000 5,000 6,000
Mail (31 проект)
Google.com
Vk.com
Zakon.kz
Odnoklassniki.ru
Nur.kz
Kolesa.kz
Tengrinews.kz
Яндекс (34 проекта)
slando.kz
Facebook.com
satu.kz
kino.kz
Gismeteo.kz
Krisha.kz
vse.kz
Namba.kz
Yvision.kz
Kiwi.kz
Total.kz
Monthly coverage ('000) and cover the entire audience (%)
Hosts Users Views

62. KAZAKHSTANI IN SOCIAL NETWORKS
Source: TNS Web Index, All 12-55, MAU; Agency assessment, 2015, September
VK covers 83% of Moy Mir
VK covers 79% of Odnoklassniki
5,4 mio users
2,9 mio users
1,9 mio users
1,1 mio users 0,3 mio users

63. AUDIENCE OF MOBILE INTERNET IS RISING RAPIDLY
Source: iKS-Consulting, 2014, KZ digital Experts estimation
Amount of mobile internet users had grown up to 4.5 mio people in 2015 HY1
2012 2015 HY12013
4.5 mio1.6 mio 2.2 mio
Numbers of mobile internet users doubled in 2015 H1 vs. 2013

64. TOP-5 MOBILE APPS
Source: AppAnnie Analytics, October 2015
iOS (iPhone)
1. WhatsApp
2. VK
3. OLX.kz
4. 360 Security
5. Instagram
1. AliExpress
2. Periscope
3. Wallpapers
4. Dubsmash
5. ICQ
Android

65. OBJECTIVES OF MOBILE INTERNET USAGE
Source: ComScore, 2014, KZ digital Experts estimation
45%
41%
25%
23%
19%
19%
19%
18%
16%
14%
10%
9%
6%
6%
6%
5%
Search
Social network
Messaging
Mail
Apps download
Music
Video
News
Payments
Weather
Blogs
Maps
Games
IP phone
Online stores
Online broadcasting
Search and Social network
connections are the most popular
reasons of Mobile internet usage.
Thus the most perspective areas
are Context ad, SMM and targeted
advertising.

66. TREND: MOBILE INSTRUMENTS EXTENSION
Source: WapStart, exclusive DAN Kazakhstan partner
4 mio
unique KZ
users
Standard
banner in site
Rich Media
expandable
link is here
Fullscreen
interstitial
Standard banner
in app
link is here

67. TREND: PROGRAMMATIC AND REAL-TIME BIDDING
Source: Auditorius, exclusive DAN Kazakhstan partner
DMP
Ad
Exchange
Site SSP DSP
Trading
Desk
User Advertiser
100 milliseconds for bidding!14 mio unique users daily in KZ
905 mio daily exposures Display / Video / Mobile

68. TREND: TV AND DISPLAY AD SYNCHRONIZATION
Synchronization:
• TV and online display ad,
• Digital advertising and offline context.
Source: MediaSync, DAN Kazakhstan partner
77%
use another
device while
watching TV
+49% use
smartphone
+34% use
desktop
+17% use
tablet
32
55 59
4644
65 64
50
0
10
20
30
40
50
60
70
Brand Engagement Word-of-Mouth Purchase Intent Brand Interest
TV+Digital w/o synchronization TV+Digital with synchronization
+ 38%
+ 18% + 8%
+ 9%

69. TREND: ONLINE VIDEO CONSUMPTION GROWTH
Source: Google, Gemius, Internet World Stat, TNS CA, VideoCom, 2014
17% 17%
32%
18%
10%
5%
2%
0%
5%
10%
15%
20%
25%
30%
35%
Video consumption in kaz-net
15-19 20-24 25-34 35-44 45-54 55-64 65+
48% 52%
› +
Average Reach increase
is about +5-10%
REACH
› +
Cost-per-Reach decrease
is up to -16%
COST

70. TREND: YOUTUBE.KZ OFFICIAL START
Local content
In the local version of YouTube there will
be presented the most popular Kazakh
video clips. It will also provide a platform
for talented video bloggers, TV
companies, advertisers and brands
2015, September

71. Google and YouTube started official operations in
Kazakhstan in summer 2015
Digital advertising evolves through new instruments
emergence (online video, mobile, programmatic) and its
synchronization to offline ad
The quantity of internet users in Kazakhstan is constantly
rise
The emergence
of Google
Toolbox
development
Internet
penetration is
still growing

72. MARKET DRIVERS

73. POSSIBLE GLOBAL MARKET DRIVERS NEXT YEARS
ARE SUMMER OLYMPICS 2016 AND UEFA EURO 2016
Summer Olympics 2016 UEFA Euro 2016

74. LOCAL MARKET DRIVERS NEXT YEARS ARE NEW
ECONOMIC POLICY NURLY ZHOL AND
INTERNATIONAL SPORT AND BUSINESS PROGRAMS
Nurly Zhol 2015
Development of transport and logistics
infrastructure
Support small and medium businesses
1 trillion
EXPO 2017
Impact on social, economic
and environmental
development
550 billion
Universiade 2017
Almaty – a host city for the
"28-th World Winter
Universiade 2017“
550 billion

75. Dentsu Aegis Network
Kazakhstan
+7 (727) 315 26 62
+7 (727) 315 26 63
PHONE:
contact@dentsuaegis.kz
95, Al Farabi Avenue
Almaty, 050060, Kazakhstan
PIONEERING | AMBITIOUS | RESPONSIBLE | COLLABORATIVE | AGILE
CONTACT US