TV advertising increased by 5% in January to August 2018 compared to the same period in 2017. Google expanded its Assistant device network and added support for more languages. Facebook introduced new advertising formats like converting still image ads to videos and showing more customized ads on YouTube. The outdoor advertising market in Ukraine grew by 30% from January to August 2018 year-over-year, while the print media market decreased by 2%.

1. Media Market Digest
August 2018
New opportunities in Digital for advertisers
Online piracy and advertising

2. Agenda
TV increased by 5% in Jan-Aug’18 vs Jan-Aug’17 p.3-7
Google expands Assistant device network, adds polyglot support p.8-15
 Facebook helps brands turn still image ads into direct-response videos
 Facebook redesigns biz Pages for utility as feed reach declines
 New formats for mobile advertising: check if you have tested everything
OOH and Radio continue to show growth p.16-26
 The best in the world monitoring outdoor advertising
IAB Ukraine has released a presentation on Programmatic p.27-33

3. Monthly News & Trends
TV

4. 4
Key facts
5%
Jan-Aug’18
in term of EqTRP’s vs
Jan-Aug’17
in EqTRP’s
Aug’18 vs Jul’18
In August 2018
SOR was 96%
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. Data owner is ITC. Processed by “CCM”
Subsidiary Enterprise
3%

5. • Cosmetics category shown decrease
in August
o Due to are biggest advertisers
Unilever, Beiersdorf AG and P&G
• Decrease of Confectionery in
August was due to the summer
season end driven by ice cream
group
• In the Detergent category
decreased activity in sub-categories
o detergents
o cleaners
o household aerosols
TOP TV Categories
250,6
81,9
75,5
56,5
47,8
42,4
41,9
41,5
30,3
27,3
Pharma
Food
Cosmetics
Trade
Cold AFB
Telecom
Confectionery
Hygiene
Detergent
Alcohol
8%
6%
11%
16%
11%
13%
15%
35%
-2%
-1%
1%
5%
15%
1%
-19%
-12%
-32%
-4%
-14%
-18%
2018 vs 2017 Aug’18 vs Jul’18
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50
50k+. ‘000EqTRPs. Data owner is ITC. Processed by “CCM” Subsidiary
Enterprise

6. 29,1
28,6
28,5
23,5
22,5
18,7
17,0
17,0
15,9
15,8
Nestle
Procter&Gamble
Pepsico
L'Oreal
Reckitt Benckiser
Pharmak
Kyivstar
Carlsberg Group
Vodafone
Unilever
• Nestle returned #1 position
• Vodafon increased activity in
category Telecom vs previous month
and entered in TOP-10
• Pepsico show seasonal activity
decrease in groups carbonated
drinks, juices and cold drinks in
August
• Reckitt Benckiser decreased vs
previous month due to activity
absence of
o clothes and footwear for treatment
o small household appliances
(miscellaneous)
o air freshener
TOP TV
Advertisers
36%
11%
84%
3%
5%
-19%
-11%
-2%
-37%
10%
49%
40%
49%
-9%
-24%
-12%
-23%
-14%
-21%
2018 vs 2017 Aug’18 vs Jul’18
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50
50k+. ‘000EqTRPs. Data owner is ITC. Processed by “CCM” Subsidiary
Enterprise

7. World TV Monthly News
Here’s Why It’s Time to Activate TV
Audiences
With smart TVs, the television hardware itself makes the jump
from traditional to digital media and can be considered like
any other connected device in the household
Source: https://goo.gl/Amhgqj
Analysts counted over a billion
connected TV devices worldwide
According to the data obtained during the research conducted
by Strategy Analytics, currently more than one billion
connected TV devices are in the hands of users worldwide
Source: https://goo.gl/8hhRkb

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

9. TOP-10
Display
2 275,3
647,8
365,3
360,2
303,3
281,0
197,9
190,1
188,3
184,5
Rozetka.ua
Citrus
Ahmad Tea
Allo
Kyivbud
Wargaming
Foxtrot
1xBet
Pari-match
Ukrbud
6 520,6
1 209,9
1 059,0
999,2
846,1
593,8
571,0
439,7
342,7
328,0
Trade
Realty
Auto
Finance
Entertainment
IT
Telecom
Hot Beverages
Education
Alcohol
Source: C-metr TNS, ‘000 000 Impressions
TOPCategories TOPAdvertisers
Jan – Aug’18 Jan – Aug’18

10. TOP-10
Video
Source: C-metr TNS, ‘000 000 Impressions
TOPCategories TOPAdvertisers
Jan – Aug’18 Jan – Aug’18
769,6
346,4
299,6
245,5
211,4
202,5
196,5
196,3
153,5
132,9
Trade
Finance
Cosmetics
Confectionery
Food
Entertainment
Alcohol
Pharma
Cold AFB
Telecom
243,1
212,0
199,3
176,5
119,2
72,9
68,7
65,9
61,7
59,2
Rozetka.ua
1xBet
Mars
Citrus
L'Oreal
Pepsico
Reckitt Benckiser
Kyivstar
Coca-Cola
Allo

11. Digital Monthly News
Google expands Assistant device
network, adds polyglot support
Google Assistant devices have an advantage over Echo in
international markets. Seeking to capitalize and expand on that,
the company is expanding multilingual support and announcing a
raft of new partners
Source: https://goo.gl/11TxTY
Sizmek unveils unified ad serving
platform it says can replace Google’s
walled garden
The platform gives advertisers access to its AI-powered DSP,
along with the company's DMP and dedicated ad server.
When Sizmek scooped up Rocket Fuel’s demand-side
programmatic ad platform (DSP) last summer, Executive
Chairman Mark Grether said the merger would create the “largest
independent marketing platform built for agencies and brands.”
Source: https://goo.gl/Y8Bvsx

12. Digital Monthly News
Facebook helps brands turn still
image ads into direct-response videos
Facebook described in a blog post how some brands are using
Create to Convert, a new production framework that helps
marketers add lightweight motion to still images. The tool lets
creatives add basic motion to images, including brand elements,
benefits, offers or messages. Marketers can also use motion to
demo how an app, service or feature works, and add a call to
action.
Source: https://goo.gl/xMbdU6
YouTube will launch vertical ads and
show more custom ads
The service tries not to lose the fight between Instagram and
Facebook, who recently launched their video platforms. At the
DMEXCO Digital Marketing Conference, YouTube introduced
vertical video ads that will enable brands to provide a "smoother
experience" for mobile users. Also, the company plans to allow
advertisers to show ads depending on the video in the main
stream, which is personalized for each user.
Source: https://goo.gl/wLn48T

13. Digital Monthly News
New formats for mobile advertising:
check if you have tested everything
Director of Business Development Agency Go Mobile Dmitry
Miroshnichenko gathered all the new advertising formats for the
mobile, released over the past six months.
We refer to new formats:
 already familiar technologies that appear on unfamiliar sites;
 Unique technologies that appear anywhere for the first time.
As once a story in Snapchat.
Source: https://goo.gl/1UiZ1F
Google Gboard can create a person's
emotion from their selfie
You can make personalized Emoji with selfie.Google Gboard has
launched "mini" stickers for iOS and Android that are created by a
human settlement. It is reported by Engadged.This feature uses a
combination of machine knowledge, neural networks and artist
illustrations to create the best person's photo. The various
features are taken into account: skin color, hair, eyes, face shape,
and so on.
Source: https://goo.gl/J7FB8v

14. Social Monthly News
Facebook redesigns biz Pages for
utility as feed reach declines
Facebook has redesigned the Pages of the small businesses on
its platform.
From now on Pages emphasizes utility related to the business,
like a “make appointment” or call option for salons, and
reservations and menus for restaurants..
Source: https://goo.gl/U2Kdy2
The state of advertising on Instagram
Stories in five charts
The rapid growth and consumption of Instagram Stories has
made it hard for advertisers to ignore, even if they have
reservations over whether they can match the high-end, premium
content on the platform. Spending is shifting to Instagram, with
brands like Smirnoff, Nike and Stella Artois starting to spend
more money on the vertical video format.
Source: https://goo.gl/YMwRWW

15. Instagram is launching Shopping features across its app. It’s
allowing brands to add the shopping bag icon to Stories that users
can click through to buy what they saw. The new features could
soak up more users’ attention and lead them to see more
ads.Shopping joins the For You, Art, Beauty, Sports, Fashion and
other topic channels. The Explore algorithm will show shopping-
tagged posts from businesses user follows, ones liked or possibly
can engage with
Instagram new possibilities
Instagram is testing video tagging
Instagram has tested a way to allow users to tag their friends in
their video posts, not just in photos. The option works similarly to
tagging photos,when you tap this button, you’re directed to a new
page titled “People in this Video” with all the Instagram users
who have either appeared in the video, or who the original poster
wants to alert in some way. Video tagging has appeared only on
mobile version of Instagram.
Source: https://goo.gl/E5Mnng
Instagram Shopping gets personalized
Explore channel, Stories tags
Source: https://goo.gl/bFdsau
“It will give brands an opportunity to tag or be
tagged on videos or even Ad – good tool for
co-promo”
“The feature is not available in Ukraine yet. But
soon it will be a great opportunity to promote
products”
Katherine Turko
Performance Content Head
Performics

16. OOH
Monthly News & Trends

17. 33,6
31,5
30,9
25,0
24,7
23,5
22,6
21,0
19,8
18,6
Epicenter
Sport Life
Fozzy Group
K.A.N. Development
Ukrbud
Metro
Samsung
Intergal-Bud
kompaniya
Toyota
Vodafone
89%
28%
13%
94%
37%
35%
46%
123%
15%
25%
453,9
312,1
168,8
159,3
61,9
58,3
57,8
56,7
50,7
43,9
Trade
Realty
Entertainment
Auto
Telecom
Medicine
Sport
Restaurants
Finance
Building
34%
19%
41%
30%
26%
32%
25%
12%
73%
Source: Communication Alliance-OOH, Budget, Mln UAH.
Data is processed by “CCM” Subsidiary Enterprise
Jan – Aug’18
TOPCategories
• Integral-Bud kompaniya
grew its activity twice
keeping its seasonal
dynamic
• Vodafone entered TOP-10
thanks to increased
activity in August which is
connected with services
tariffs increase
OOH market grew
by 30% vs 2017 Jan – Aug’18
TOPAdvertisers

18. The best in the world monitoring
outdoor advertising
The received data form actual media indicates of the effectiveness of
outdoor advertising and helps to plan the campaign correctly. The
progress and results of the study was commented by Igor Lazarev,
head of the technical committee of the Industrial Committee of
Outdoor Advertising and director of analytics at PRIME Group.
Changes in traffic occur gradually - residents of the city are changing
the number of cars, new points appear that attract traffic to certain
areas of the city, and the direction of traffic along the streets is
changing. A regular count of passenger flows through cities is held in
order for media indicators for planning outdoor advertising to be
relevant.
Source: https://goo.gl/Q68BnR
Audit in Ukraine

19. OOH claims significant business
results
The use of out-of-home in advertising campaigns can significantly
boost growth in profits and market share while also gaining new
customers, a new study suggests.
Source: https://goo.gl/Pa6Y88
Google is interested in the outdoor
advertising market in Germany
Google is considering the possibility of entering the German outdoor
advertising market. About this publication WirtschaftsWoche
became known thanks to the ties in the business circles of the
advertising industry. The company intends to display advertising on
DOOH media in public places like railway stations, shopping centers
and shops, using user data for this.
Source: https://goo.gl/yVCHTi
OOH advertising in world

20. OOH advertising in Ukraine The cycling marathon "Kiev Sotka"
presented a new outdoor advertising
Creators have emphasized the distance that bike marathoners
need to overcome. 100 km turned into 309 Eiffel towers or 12
Everest.
Source: https://goo.gl/kWrLhM
A new type of advertising is designed
to fight for life
Moon Studio Production created posters with the words "We
agree.", "Your head, our hands", which were placed near
advertising and digital agencies, on walls, fences and abandoned
cars.
Source: https://goo.gl/b44MLR

21. 21
In the advertising campaign Mazda
confessed to love the car
Cases
Creators from Michurin told about the design of the
car Mazda 3 with the words of love. And they proved
their feelings by writing their own confessions on the
asphalt in front of Mazda 3.
Source: https://goo.gl/FcqrwF
For the promo store brand of natural
cosmetics used street defects.
To attract the attention of the inhabitants of Toronto to
the new location of the brand of natural cosmetics
Consonant Skincare, the company stressed the
imperfections of the streets.
Source: https://goo.gl/PQuk9f
Samsung Builds Another Digital
Landmark, the Biggest SMART LED
Signage in South America
Plaza Norte, one of the iconic shopping malls in
Lima, the capital of Peru, is now home to South
America’s largest digital out-of-home (DOOH) LED
signage created by Samsung Electronics. The two
hundred thousand square meter shopping mall
houses major shops and brands.
Source: https://goo.gl/CgDJMF

22. Format: Interactive video navigation system
Geography: Kyiv, Metro
https://goo.gl/A91b59
https://we.tl/t-V9AhbKsyLk
2000 new monitors in each carridge
New Non-Standard formats
Format: DIGITAL CITY BOARD
Geography: Kyiv
https://goo.gl/UfFm9q
Size: 3,2x2,24; Quantity: 10 units

23. Monthly News & Trends
23
Print & Radio

24. Source: Communication Alliance-OOH, Budget, Mln UAH.
Data is processed by “CCM” Subsidiary Enterprise
Jan – Aug’18
TOPCategories
• Decrease of Medicine
category due to groups
medical institutions and
equipment
• Restaurants decreased
activity due to advertisers
o Tsarskoe Selo restaurant
and Fellini Restaurant
leveled down activity by 2
times
o With exception of Beef
Meat & Wine Restaurant
large growth
Print decreased
by 2% vs 2017 Jan – Aug’18
TOPAdvertisers
51,4
40,8
36,2
27,3
17,0
16,4
9,3
5,5
4,7
3,7
Trade
Cosmetics
Entertainment
Pharma
Auto
Wear
Jewellery
Restaurants
Medicine
Home Appliance
18%
9%
7%
28%
-11%
-14%
-3%
-26%
-26%
-31%
7,6
7,1
6,6
5,8
4,7
3,1
2,8
2,5
2,5
2,4
L'Oreal
Seldiko
Toyota
Hexagone
ChaneL
Maxx Royal hotel
Fitobiotehnologii
Philips
Intimissimi.sells.com
Yves Rocher
89%
21%
54%
-22%
-14%
-3%
-17%
-44%
-39%
-21%

25. Print Monthly News
Print magazines search and find
themselves in the digital world
The three largest publishers of print magazines in the UK said
that the print press has reason for optimism. Its source is the
latest data from the ABC press meter and the mood of readers
and advertisers
Source: https://goo.gl/tSb2CX
Glamor closes the printed version
There is information that the publishing house Condé Nast
decided to close the printed version of the magazine Glamor.
WWD writes that next year the magazine will be available only
online.
Source: https://goo.gl/KzuDzu

26. Source: Communication Alliance-OOH, Budget, Mln UAH.
Data is processed by “CCM” Subsidiary Enterprise
Jan – Aug’18
TOPCategories
• The category Jewellery
shows seasonal growth.
drivers are
o Stolichnaya Jewellery
o Zolotiy Vik
o Zarina Jewellery house
o Tous
Radio grew by
19% vs 2017 Jan – Aug’18
TOPAdvertisers
89,5
50,9
36,4
28,3
25,7
23,2
17,8
16,5
12,1
5,3
Alcohol
Entertainment
Trade
Food
Auto
Realty
Jewellery
Pharma
Finance
IT
28%
15%
27%
36%
14%
114%
2%
39%
72%
-11%
29,2
14,1
11,0
10,8
10,6
10,2
7,9
7,1
7,0
7,0
Bayadera
Victor & Co
ORBI GROUP
Stolichnaya Jewellery
Crimean Wine House
Poltava Distillery
Get'man
Gidrosend
Megapolis
Zolotiy vik
6%
34%
309%
191%
112%
-15%
-27%
-11%

27. Research & Trends
Monthly. Ukraine & World

28. IAB Ukraine publications
IAB Ukraine has released a
presentation for Programmatic
The IAB Ukraine Programmatic Committee launches an
educational presentation on Programmatic. Its purpose is to
provide basic knowledge about Programmatic, to undo the myths
that have emerged around this way of buying and selling media,
and to answer the most common questions that are in the market
Online piracy and advertising
When it comes to talking about online piracy with an advertiser or
an advertising agency, most often the flag of the discussion
raises the question: "Is there enough legal video advertising
inventory in the bank for a massive campaign?"
Source: https://goo.gl/AScYuP
Source: https://goo.gl/p2GDCa
“Local content producers still underestimate the
potential of this direction and don't invest in
improving inventory quality or in implementing
world technical standards that are a necessary
requirement for large network clients. As a result,
customer budgets flow into high-quality global
resources - such as YouTube and Facebook”
“The Programmatic Committee of IAB Ukraine
sees market education as one of its missions, so
we begin to provide basic knowledge, such as
terminology, structure, answers to frequently
asked questions among advertisers (and not
only), and myths that have been formed due to
insufficient awareness”
Daria Malikhatko
Data Science Head Performics,
Head of Programmatic Committee
IAB Ukraine
Vladimir Riabichenko
Head of Media Buying
Performics

29. Data Science in Ukraine
Data Science in Ukraine: the main
observations and market
achievements
Today, business needs more progressive solutions than ever. The
direction of Data Science is a huge, it is possible to say,
bottomless area for their search. We often hear about the foreign
experience of development of Data-based solutions, however,
Ukrainian campaigns do not lag behind world trends. On the eve
of the hot autumn season and business planning for the coming
year, we share fresh observations regarding the trends in the
development of Data Science in Ukraine and experience with
data.
Volumes of the Ukrainian advertising
market in charts
Admixer showed the volume of the Ukrainian advertising market,
which is drawn graphically on the basis of the forecast from the
All-Ukrainian Advertising Coalition. In order to be able to compare
budgets within the categories of digital advertising, the
categorization of the budgets of the All-Ukrainian Advertising
Coalition for 2018 by categories of 2017 was adapted
Source: https://goo.gl/b8NMWF
Source: https://goo.gl/an5exy

30. Data Science in World Nielsen acquires marketing research
provider in the gaming industry
Nielsen expects that in the future, SuperData will pay more
attention to the analysis of the e-sports market. The results of the
company's research will help publishers, developers, rights
holders and brands who want to advertise or invest in this
industry
News media and bloggers are tired
of creating content
Mobile phones have changed content consumption, and virtual
reality technology is still not ready for integration into social
networks
The Content Marketing Association last week held the third
conference on the development of content in the world. The WNP
publication told about the main results of this conference
Source: https://goo.gl/JT1Ky5
Source: https://goo.gl/2xVTet

31. Customer Insights
Why unifying your customer data is
the only way to truly know your
customer
Our most important job as marketers is to know our customers
and build relationships with them. And if you don’t unify your
customer data, you can’t do that. Here are three steps you can
take to unify your data, grow your business, and keep your
customers from going to the competition
Your true audience may be bigger
than you realize — and video could
help you find out
Most brands think they know their target audience. In fact,
marketers are paid to know who is thinking about buying their
product, who is slightly interested in it, and who might be
interested if only they knew it existed. But maybe they should be
thinking bigger when it comes to potential customers
Source: https://goo.gl/CvGGGP
Source: https://goo.gl/pKdCAY

32. This is where the title
goes
This is where the title
goes
This is where the title
goes
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goes
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goes
32
2018 Digital advertising
trend update
Generation Z is opposed
to the buying tendencies
of millennials.
[Infographic] Blast off your
holiday planning
The State of Play
10 Hot consumer trends
2018
Americans are changing
their relationship with
Facebook

33. Thank You!
With support of: