- Publicis Groupe unveiled a new digital and content platform called Marsel. - TV advertising in Ukraine increased 7% between January-April 2018 compared to the same period in 2017. Ukrainians will soon have to pay for popular TV channels that are currently free. - Online platforms like Facebook and Google continued refining their data and ad targeting measures to improve user privacy and experience. Google added new features to promote mobile apps on AdWords and AdMob. - Out-of-home (OOH) and radio advertising showed growth in 2018 compared to 2017. The Outdoor Advertising Association of America selected Publicis New York as its new agency of record.

1. Media Market
Digest
April 2018
Publicis Groupe Unveils Marsel p.25-31
TV increased by 7% in Jan-Apr’18 vs Jan-Apr’17 p.2-7
• Ukrainians will be transferred to paid TV
New digital and content possibilities p.8-15
• Facebook continues to refine its app data & ad-targeting safety
measures
• Google will add new features to AdWords and AdMob for the
promotion of applications
OOH & Radio shown growth vs 2017 p.16-24
• Outdoor advertising association of America taps Publicis New York as
agency-of-record

2. TV
Monthly News
& Trends

3. TV channels
Ukraine, Football 1, Football 2
are official broadcasters of the
Champions League final
in Ukraine
Jan-Apr’18 in term of EqTRP’s vs
Jan-Apr’17
Key facts
SOR was 80%In April’2018
In line with spring 2016 Sold-Out
Apr’18 vs Mar’18
in EqTRP’s7%
-12%

4.  Finance category grew thanks to top players
activity increase: Moneyveo, First Ukrainian
International Bank, Companion-Finance
company, Alfa-Bank / Ukrsotsbank, OTP Bank
and Credit Agricole S.A. vs same period 2017
 Confectionary category fell due to top
players decrease – Nestle and Ferrero vs
previous month
 Cold AFB category is driven by Pepsico, Coca-
Cola and IDS Group
162,
42,2
41,1
26,9
20,9
20,1
15,9
15,8
15,2
11,3
Pharma
Food
Cosmetics
Trade
Hygiene
Confectionery
Detergent
Cold AFB
Telecom
Finance
15%
1%
2%
9%
17%
4%
13%
58%
136%
-21%
7%
13%
40%
35%
158%
-48%
-17%
-14%
-12%
-2%
2018 vs 2017 Apr’18 vs Mar’18
TOP TV Categories
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000EqTRPs. Data owner is ITC. Processed by “CCM” Subsidiary Enterprise

5. 17,5
15,0
14,2
13,8
12,7
9,6
9,3
8,9
8,8
8,5
Procter&Gamble
Nestle
Reckitt
Benckiser
Pharmak
L'Oreal
Sanofi
Unilever
Gledfarm
GlaxoSmithKline
Pepsico
19%
8%
8%
10%
31%
1%
60%
-8%
-26%
-26%
27%
8%
172%
-34%
-14%
-27%
-37%
-28%
-62%
-11%
 Pepsico took 10th place in top 10 thanks to
brands activity : 7 Up, Lipton Ice Tea,
Mirinda and Sadochok.
 Nestle decreased activity in category Food
and Hot Beverages vs same period
• Nescafe showed seasonal activity decline in
category Hot Beverages
• Food category decreased activity due to
Mivina and Torchyn product
 Pharmak showed seasonal activity
decrease in group means for cold and flu
 Gledfarm increased activity in category
Drugs and Cosmetics vs same period 2017
2018 vs 2017 Apr’18 vs Mar’18
TOP TV Advertisers
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000EqTRPs. Data owner is ITC. Processed by “CCM” Subsidiary Enterprise

6. Oh hi! Please put an image in this box
otherwise puppies will cease to be cute
MonthlyNews
Large Ukrainian media groups transfer their TV viewers to paid television - by
the end of 2018, they will code all popular satellite channels
Source: https://goo.gl/veejqR
UkrainianswillbetransferredtopaidTV

7. Oh hi! Please put an image in this box
otherwise puppies will cease to be cute
Theimpactofshort-formads
Six-second ads have become an increasingly common feature
of the advertising ecosystem among the vendors spreading this
new format across digital and television screens.
Televisionadvertisingwearout
This is one of the most frequently asked questions in
advertising: "How many times can I send the same
message and still obtain a profitable return?"
Source: https://goo.gl/G91AUY
MonthlyNews
Source: https://goo.gl/T5Kw3v

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

9. 1 106,7
690,1
283,9
260,3
179,9
161,1
118,4
112,8
110,9
108,7
Rozetka
Ria
Citrus
Ahmad Tea
Allo
RST
Facebook
Binotel
KMB
Foxtrot
3 140,2
497,5
418,6
400,0
391,7
375,4
294,1
241,9
169,9
139,0
Trade
Realty
Finance
Auto
Entertainment
Telecom
Hot Beverages
IT
Education
Building
Source: C-metr TNS, ‘000 Impressions
Jan – Apr’ 18
TOPCategories
TOPAdvertisers
Jan – Apr ’ 18
Display Trends

10. 137,5
86,0
82,3
79,7
44,4
43,4
41,9
28,2
27,6
27,1
Rozetka
Citrus
1xBet
Mars
L'Oreal
Google
Kyivstar
Sun InBev
Beiersdorf
Pari Match
358,0
148,9
133,2
106,7
104,0
99,8
99,6
76,3
55,6
38,7
Trade
Finance
Cosmetics
Pharma
Food
Entertainment
Confectionery
Alcohol
Telecom
Auto
Source: C-metr TNS, ‘000 Impressions
Jan – Apr ’ 18
TOPCategories
TOPAdvertisers
Jan – Apr ’ 18
VOD Trends

11. YouTube announced changes in music charts, expanding them to 44
countries, including Russia, Ukraine, Britain, Japan, Germany and
Brazil. The company will update the ratings of the top songs, top
artists and top music videos, and will also add a selection “trending
chart”, which will be updated several times a day
YouTubemusicchartsnowoperateinUkraineand
another42countries
MonthlyNews
Snapchat is launching a new Shoppable AR Lens that lets
advertisers add a “Buy Now,” “Watch” or “Install Now” button
to branded Lenses, turning every branded Snapchat selfie into a
potential purchase, video view or app download
Snapchatbroadensitsadoptionswithnew
ShoppableARLensesforbrands
Source: https://goo.gl/md4s2S
Source: https://goo.gl/AGUzAg

12. MonthlyNews
Facebook’s predictive ad service tool will
make it possible for advertisers to build
campaigns beyond user demographics and
preferences, instead using data that
anticipates user behavior and purchases,
according to a “confidential” document
obtained by The Intercept
Facebook’ssecret‘LoyaltyPrediction’adtool
anticipatesfutureuserbehavior&purchases
Source: https://goo.gl/EjW8Xg
For the first time ever, Facebook has
released the guidelines its internal content
review teams use to determine whether or
not to remove a post for breaking
community standards.
Facebooknowlettingusersappealpoststhat
wereremovedforviolatingcontentstandards
Source: https://goo.gl/WkhDxV
Facebookcontinuestorefineitsappdata&ad-
targetingsafetymeasures
Source: https://goo.gl/9E4D2f
Now, when Facebook identifies an advertiser
running a housing, employment or credit-
related ad campaign, the advertiser must
certify that they are complying with the site’s
anti-discrimination policies and with anti-
discrimination law.

13. MonthlyNews
At the annual conference for developers of
Google I / O, the company announced new
opportunities for application developers,
which place advertising through AdWords and
AdMob. At the same time, Google was told
that over the past year, Google Play has
downloaded 94 billion applications. Also in
the company noted that the developers
attracted 10 billion installations of services
using AdWords.
GooglewilladdnewfeaturestoAdWordsand
AdMobforthepromotionofapplications
Source: https://goo.gl/W9Vd6a
Google AdWords introduced a new type of
Shopping campaign, which are focused on
achieving certain marketing goals. The
algorithm of machine learning will help to
increase the effectiveness of advertising in
accordance with the chosen task. For
example, if the advertiser assigns "Revenue"
as the goal, AI optimizes the campaign to
maximize revenue within the available
budget
AdWordshascreatedShoppingcampaigns
optimizedforspecificpurposes
Source: https://goo.gl/qbTK5e
GoogleAdWordsannouncedamassive
transitiontoanewinterface
Source: https://goo.gl/cmZFh9
Google AdWords announced a massive
transition to a new interface, which the
company introduced in 2016. The updated
interface should be intuitive and faster. All
important functions will be collected in one
panel: from remarketing lists to analytics and
keyword planners. Also in the blog noted that
they listened to the comments of users and
embodied some of them: visual icons,
extended statistics, etc
Google actively works in the direction of increasing the
effectiveness of advertising campaigns for different client’s goals.
It gives us opportunity to test different formats, targeting ,
campaign types and identify the most conversionBogdan Petrusenko
Performics Head of
PPC team

14. Instagram built in the application function of native payments,
which allows you to make purchases without leaving the
application To do this, the user must bind a debit or credit card to
the profile and set up a PIN. Currently, the payments embedded in
the application are available only to parts of the social network
audience from the United States
Instagrambuiltintheapplicationfunctionof
nativepayments
MonthlyNews
Instagram will add quick answers to Direct. Now new
messages will appear on the main screen, and the inbox will
be removed to a separate folder. Also they promise filters for a
quick return to a specific dialog, but the details have not yet
been reported
InstagramwilladdquickanswerstoDirect
Source: https://goo.gl/upDtex
Source: https://goo.gl/e4tC56

15. Emoji Sliders is an additional tool as
polls that can be used for your
business purposes
Make your main
objective – “Create
shareable content”
This simple tool gives an opportunity to spread
content across Instagram users – regular page
content or even Ad
MonthlyNews
Instagramupdate–“ShareFeedPoststo
Stories”
BuildingOfflineExperiencesforInstagram
Source: https://goo.gl/V7gLyk
Instagram started to test offline
experiences that let people consume and
engage with content, even if they don’t
have service. Main mission of this platform
is to help people connect through shared
experiences. Thus, offline experience
provide more opportunities for future
development, even for other apps
Source: https://goo.gl/uoSegt
Instagram is adding the emoji slider sticker. This
will make it easy for you to ask questions with
emotional context. Instagram emoji stickers are
the next step to engage your audience in a
more intimate level beyond boring surveys
InstagramEmojiSlider
Source: https://goo.gl/LD6QyX
The update save all intersections with the content, even
if the user is offline. This “tool” can be used even with
other apps and platforms Katherine Turko
Performance Content
Head

16. OOH
Monthly News &
Trends

17. 25,0
17,4
12,7
12,3
12,1
12,1
11,8
10,7
10,3
9,8
Sport Life
Fozzy Group
K.A.N.
Development
Ukrbud
Samsung
Epicenter
Metro
Riel
Intergal-Bud
kompaniya
Toyota
53%
34%
95%
55%
78%
63%
39%
10%
132%
20%
224,6
162,4
84,1
78,1
33,4
32,1
28,7
27,2
26,3
19,5
Trade
Realty
Entertainment
Auto
Sport
Telecom
Medicine
Restaurants
Finance
Building
40%
35%
55%
42%
26%
34%
40%
1%
93%
 Building category
grew thanks to
increased activity of
Ukrbud, Enso
company, Ozon OOO ,
Kovalska group and
other vs same period
2017
 Sport category grew
thanks to increased
activity groups
tournament and
football match driven
by Hockey
championship & UEFA
besides
Source: Communication Alliance-OOH, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
Jan – Apr’ 18
TOPCategories
TOPAdvertisers
Jan – Apr ’ 18
OOH market grew by 37% vs 2017

18. Monthly News
ArtprojectontheTarasShevchenkoBoulevard
inKyiv
Source: https://goo.gl/5ZA5oz
The National Museum of Taras Shevchenko and Outdoor
advertising company "RTM-Ukraine" have launched the common
project which transform the perception of Taras Shevchenko
image.
ActualtrendsintheOOHandthedevelopment
ofsectoralstudies
Source: https://goo.gl/KfmyXe
Experts explained that such studies provide an understanding that
the message will be delivered to the potential buyer for specific
measurable investments, which significantly increases the level of
trust in OOH in relation to other communication channels.

19. Outdoorindustryinvests$10mtoboostdigital
audiencemetrics
Source: https://goo.gl/12zLoH
The metrics project will be managed by industry measurement body
(MOVE) and will draw on best practices overseas. Aside from evolving
audience metrics, MOVE plans to standardise the terminology and the
way in which share of display is priced for roadside billboards, which
accounts for around 40% of all outdoor revenue in this market.
Monthly News
Source: https://goo.gl/S94mgw
OutdooradvertisingassociationofAmericataps
PublicisNewYorkasAOR
The Outdoor Advertising Association of America (OAAA), names
Publicis New York as agency-of-record (AOR), effective immediately.
Publicis New York won in a confidential, multi-agency review. OAAA is
the national trade association for the out of home (OOH) advertising
industry, and the association represents more than 90 percent of the
U.S. OOH industry based on revenues.

20. KitKatHasaBreakfromElectricityin
SupportofGlobalEnergyConservation
Event
Monthly News
Source: https://goo.gl/9RjhfP
Oreopromotesthemobilequestusing
interactivecitylightswithacookiedispenser
Oreo, the number one biscuit brand in
the world*, has launched an out-of-
home (OOH) campaign across London
to drive purchase and participation in
its 2018 Great Oreo Cookie Quest
promotion.
Source: https://goo.gl/3qwzsZ
J. Walter Thompson London has
created a billboard that switches
itself off in an activation for KitKat
aiming to persuade the public to
have a break from Electricity.
Source: https://goo.gl/6isuF7
Apublictransportstopwiththescent
advertisedcookbookforvegetarians
The publishing house promotes the
first cookbook for vegetarians from
the duo Bosh! with the help of a
smelling bus stop.
AnewcampaignforSilposhowed
whatishiddenunderthepackaging
Source: https://goo.gl/2kx5Jc
A bright advertising campaign for
products under the sign "Premia" did
not rely on beautiful packaging, but on
what lies beneath it.

21. Oh hi! Please put an image in this box
otherwise baby otters will cry
21
Print & Radio
Monthly News & Trends

22. 5,0
4,8
4,5
2,7
2,2
2,1
2,0
2,0
1,7
1,7
Seldiko
Hexagone
L'Oreal
ChaneL
Toyota
Yves Rocher
Intimissimi
Philips
D&G
Maxx Royal hotel
10%
45%
83%
34%
24%
66%
-24%
-26%
-6%
-6%
32,3
26,8
17,3
14,8
9,4
8,0
4,7
3,4
2,7
2,4
Trade
Cosmetics
Entertainment
Pharma
Wear
Auto
Jewellery
Restaurants
Medicine
Home Appliance
15%
4%
11%
-10%
-6%
-10%
-19%
-15%
-14%
-30%
 Intimissimi has 7th
place in top thanks to
seasonal activity
intensification vs
previous month &
sales distribution
growth
 Home Appliance has
10th place in top
thanks to increased
activity players Bosch-
Siemens Hausgerate,
LG electronics, despite
decreased Samsung
electronics, Matsushita
and Philips vs same
period 2017
Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
TOPCategories
TOPAdvertisers
Jan – Apr ’ 18 Jan – Apr ’ 18
Print market decreased by 5% vs 2017

23. Oh hi! Please put an image in this box
otherwise puppies will cease to be cute
Source: https://goo.gl/YCHPBL
In the era of "post-truth", when readers' confidence is undermined, they increasingly want to communicate with "their
own". Therefore, they are looking for support points in "small worlds": events, messengers, in their "own" magazines
Smallworlds:howmagazinesattractreaders

24. TOPCategories
10,9
6,9
5,3
5,2
4,3
4,2
4,0
3,9
3,4
3,4
Bayadera
Victor & Co
Stolichnaya
Jewellery Factory
Poltava Distillery
Crimean Wine
House
ORBI GROUP
Get'man
Megapolis
Zolotiy vik
Gidrosend
17%
30%
307%
103%
133%
45%
50%
-35%
-5%
-13%
40,5
25,6
17,3
13,8
11,8
10,9
10,6
8,7
5,4
2,8
Alcohol
Entertainm
ent
Trade
Food
Auto
Realty
Pharma
Jewellery
Finance
IT
39%
22%
23%
44%
31%
5%
96%
36%
71%
-2%
 ORBI GROUP resume
6th place in top thanks
to activity increase in
category Realty vs
same period 2017
 Jewellery category
increased due to
activity Stolichnaya
Jewellery Factory vs
same period 2017
 In the category
Alcohol activity of
advertisers is growing
Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
TOPAdvertisers
Jan – Apr ’ 18 Jan – Apr ’ 18
Radio market grew by 23% vs 2017

25. Research & Trends
Monthly. Ukraine & World

26. Oh hi! Please put an image in this box
otherwise puppies will cease to be cute
26
Source: https://bit.ly/2LrUJy3
Publicis Groupe unveils Marcel, AI-powered innovation that will accelerate transforming the organization from a holding
company to a platform, creating the first truly borderless, frictionless enterprise workforce, comprised of 80,000
employees worldwide, and ushering in a new era of creativity and innovation. #MeetMarcel
PublicisGroupeUnveilsMarsel

27. Ukraine
What external factors affect the financial and organizational stability of
Ukrainian media, discussed by the participants in the first discussion within
the Media Innovations Technologies conference
Source: https://goo.gl/Tqec3y
ThestabilityofUkrainianmediaisinfluencedbyan
excessofinformationandasmalladvertisingmarket
The consumer sentiment index (IPI) was 61.3, which is 3.7 points
more than in March 2018. The index of expected development of
the country in the nearest year has undergone the greatest
changes. This is evidenced by the research data on consumer
sentiment in Ukraine, which is carried out monthly by GfK Ukraine
Source: https://goo.gl/411Xxu
Research:improvedconsumersentimentofUkrainians

28. TheartofIntegration
We live in a fragmented world where people feel attacked by ads from all angles. KANTAR
Millwardbrown conducted research to find out how to avoid fragmentation to ensure that a
campaign is successful across all formats:
 Integrated campaigns are 31% more effective at building brands while additional channel
customization can boost campaigns to be up to 57% more effective
 Recognizable characters link a campaign together but people also expect to see the usual brand
cues
 Consumers expect TV ads to fit best with other campaign elements but integration benefits all
channels
 Even with strong integration and an inspiring campaign idea, individual creative executions can still
fail to engage
Source: https://goo.gl/rKJZVM
MakealastingImpression
Key recommendations from KANTAR Millwardbrown for
brands based on global research base
Source: https://goo.gl/mqhwuU
The idea of 360º campaigns is not new. The better integrated
channels you use the higher possibility to reach & engage
consumers, tell the complex Story. Based on our experience
Integrated campaigns usually have definitely higher influence
on sales especially if they are emotionally engaging & include
possibility of active consumer involvement in Brand
communication.
Daria Malikhatko
Performics Data
Science Head

29. Source: https://goo.gl/LJjm5E
Despite the ongoing stereotype that Millennials embrace
all things digital, Civic Science’s latest research on the use
of in-store apps proves that the demographic is wary to
embrace technology that might be viewed as
unnecessarily cumbersome.
MillennialsSteerClearofIn-store
RetailApps
Aseditorialbrandsanalyzedata,to
offeradvertisersnewplanningtools
Source: https://goo.gl/xXikSz
Media brand The New York Times announced the launch of
the nytDEMO project. Its task is to turn a deep
understanding of the editorial staff of the publication and
its insights into products and tools for advertisers

31. Thank You!