The main Media Market Trends & News we would like to share with you in this issue are the following: Ukrainian Adv market has given the forecast of 2017 media inflation Brief TV Market overview o TV snowball: how is opposition between providers and media groups developing? Digital Market overview featuring recent launches and new Advertising possibilities o VK.com presented new way of personal news sharing, without making publications o Facebook launched its new Live Audio feature o 360 video on Twitter OOH & Radio Markets demonstrate growth

1. Media Market Digest December2016
Ukrainian Adv market has given the forecast of 2017 media inflation
presented new way of personal news sharing, without making publications
Facebook launched its new Live Audio feature

2. 2

3. Amazon Prime Video
has started
in Ukraine
2016 in term of
EqTRP’s vs 2015
3
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. Data owner is ITC. Processed by “CCM”
Subsidiary Enterprise
Key facts
SOR average 88%In Dec’2016
Dec’16 vs Nov’16
in EqTRP’s
It stays close to critical 90% level since 23 week

4. 381,1
120,
86,8
82,8
80,3
67,5
55,3
52,0
51,5
40,7
Pharma
Food
Trade
Telecom
Hygiene
Cosmetics
Confectionery
Entertainment
Cold AFB
Hot Beverages
13%
9%
5%
14%
68%
44%
1%
-9%
0%
-7%
4
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000EqTRPs. Data owner is ITC.
Processed by “CCM” Subsidiary Enterprise
0%
36%
77%
2%
24%
28%
-11%
-29%
-28%
-5%
TOP Categories 2016 vs 2015 Dec’16 vs Nov’16
 Epicenter, Foxtrot and Bodo Ukraine
became the main drivers of Trade
category growth vs prev. Month.
 Procter&Gamble activity growth
provided Hygiene category growth vs
prev. Year.
 At the same time this advertiser
and SCA Hygiene Products LLC
drove category drop vs prev.
Month.
 Samsung electronics started its
activity in December and became the
main driver of Telecom category
growth this month

5. 53,9
53,7
41,9
37,4
33,4
31,4
29,0
27,0
26,3
24,9
Procter&Gamble
Nestle
Pharmak
Reckitt Benckiser
L'Oreal
GlaxoSmithKline
Kyivstar
Sanofi
Vodafone
Beiersdorf AG
9%
20%
12%
74%
10%
27%
7%
-11%
-11%
-6%
5
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000EqTRPs. Data owner is ITC.
Processed by “CCM” Subsidiary Enterprise
16%
12%
10%
15%
35%
45%
11%
-7%
-52%
-4%
TOP Advertisers 2016 vs 2015 Dec’16 vs Nov’16
 Confectionery activity decreased due
to Nestle and Mondelez drop vs
prev. Year.
 Ferrero growth didn’t stop
category fall in 2016.
 Letgo App started activity in 2016
and became the main reason of IT
category growth vs 2015.
 SC Johnson stopped activity in 2015
and provided Detergent category
drop in 2016.
 4 of 5 advertises decreased their
activity and provided category
drop vs prev. Month.

6. Media groups have started to charge fee for their
channels translation from Ukrainian providers from
the 1st January. This became the next achievement
of media groups in the conflict with providers,
which has started 10 years ago.
Position of media groups is as follows: providers
have to pay for their services, because this
corresponds to both the international practice and
competitive market.
TV snowball: how is opposition between
providersandmediagroupsdeveloping?
Almost95%ofcablesystemsaregoingtobroadcast
1+1mediachannels
Source: http://goo.gl/MHJGJv
StarLightMediahasreportedaboutagreementwith
90%oftelecomproviders
Source: http://goo.gl/FWCAVN
«Lanet»hascut«InterMediaGroup»channelsoff
fromhisnetworksinKyiv,Ivano-FrankivskandKalush
on11thJanuary
Source: http://goo.gl/4R2Jhh
Source: http://goo.gl/s4fIQY

7. Source: https://goo.gl/6yGiPH
Channel «1+1» became the leader in ratings of TV viewing in key target audiences on results of past year,
the press centre of 1+1 media has informed.
TV channel took the first position in audience 18-54 (Ukraine) with the average annual channel share
11,6% for the fourth consecutive year.
«1+1»becametheleaderofTVviewingincommercialaudiencesin2016
Source: https://goo.gl/q1nEVL
Channel «1+1» leaded in ratings of TV viewing on 31st December and New Year's Eve for the
fifth consecutive year, the press centre of 1+1 media has informed.
It’s share was 19,1% in audience 18-54 (Ukraine) and 20,6% in audience 18-54 (50К+) on the last day of
2016, that became the best TV viewing rate on Ukrainian TV. The share increased to 30,4% (18-54, Ukraine)
and to 33,2% (18-54, 50К+) on New Year’s Eve (from 22:00 to 1:00)
«1+1»becametheleaderofTVviewingon31st DecemberandNewYear's
Eve

8. Press Service of Media Holding Vesti Ukraine formally declared about termination of UBR channel.
"Media Holding will concentrate on priority of own digital-resources, strengthening positions of
newspaper «Vesti» on media market and fight for the right to speak for Radio Vesti", - the press center
has informed.
MediaHoldingVestiUkrainereportedaboutbroadcastterminationof UBR
channel
Source: https://goo.gl/YqVN3l

9. 9

10. 10
254,4
238,4
206,6
183,7
157,6
142,8
127,7
124,4
116,9
101,2
Carlsberg Group
Citrus
Nestle
Kyivstar
L'Oreal
Douwe Egberts
Reckitt Benckiser
Allo
Mondelez
Wargaming
792,7
405,4
351,2
338,7
301,9
263,0
259,2
246,8
227,7
216,7
Trade
Leisure time
Alcohol
Telecommunic
ations
Hygiene
Culinary
Pharma
Confectionary
Cold AFB
Auto
Apr-Dec 2016
Source: Gemius Ad Real, MLN Impressions. Data is processed by “CCM” Subsidiary Enterprise
Apr-Dec 2016
TOPCategories TOPAdvertisers&
VOD

11. 11
Rozetka
Yandex N.V.
Rabota UA
Russkaya Liniya
Citrus
Allo
modna Kasta
MobtopGroup
101XP Games
Limited
GEPUR Group
Trade
Entertainment
Finance
IT
Media
Tourism
Telecommunic
ations
Auto
Wear
Real estate
Aug-Dec 2016
Source: Gemius Ad Real, MLN Impressions. Data is processed by “CCM” Subsidiary Enterprise
Aug-Dec 2016
TOPCategories TOPAdvertisers&
Display

12. Why should choose adaptive, instead of mobile design
12
3reasons make yourweb-siteadaptive
Source: https://goo.gl/iMfXIe
TheHiddenMassAudience:WhyCommunityIsBiggerThanYouThink
Source: https://goo.gl/Wmr5fJ
Remember online communities? 15 years ago, it was the future of communication. Back in
the day, Usenet newsgroups, IRC chat rooms and bulletin-board forums ruled.

13. GoMobile tells about mobile-market, technologies and opportunities.
13
MobileDigest:themainworldwidenews ofmobile
Source: https://goo.gl/GOeVqH
VK.com:newstorytellingfeature
Source: https://goo.gl/SRi58N
Social media presented new way of personal news sharing, without making publications.

14. Book readings, interviews, and news radio are coming to Facebook thanks to its new Live
Audio feature launching today with a few publishers and authors before opening up next
year.
14
FacebookLiveAudiomakestalkradiosocial,startingwiththeBBC
Source: https://goo.gl/8ho2n0
Checkoutlive360videoonTwitter
Source: https://goo.gl/r05B6t
Today, they’re introducing a new way to see what’s happening on Twitter – through live
360 video.

15. 15

16. 26,2
21,2
17,6
13,4
13,2
12,1
12,1
12,0
11,4
9,7
Fozzy Group
Epicenter
Sport Life
Lifecell
Real
Privatbank
Metro
Vodafone
Samsung
K.A.N.
Development
20%
52%
127%
11%
59%
3%
-9%
-10%
-17%
TOPCategories
273,9
181,6
104,6
82,1
55,2
50,2
32,3
30,0
29,4
18,1
Trade
Realty
Entertainment
Auto
Telecom
Finance
Restaurants
Sport
Medicine
Building
25%
79%
29%
48%
4%
23%
23%
19%
43%
27%
 Real is the leader and
the fastest growing
player of Realty
category in 2016
 McDonald's provided
Restaurants activity
growth vs prev. Year.
 Freedom drove
category growth vs
prev. Month.
 The growth of Lifecell is
compensated by
Kyivstar & Vodafone
decrease limiting
Telecom increase by 4%
in 2016
2016 vs 2015
16
TOPAdvertisers
Source: Communication Alliance-OOH, Budget, Mln UAH. Data is processed by “CCM” Subsidiary
Enterprise
2016 vs 2015
OOH market grew by 32% vs 2015

17. 17
5out-of-homepredictions for2017from Catherine
Temple
5 points about the
out-of-home
industry by
Catherine Temple, a
member of the
Supervisory Board
of UAC on outdoor
advertising.
Source: https://goo.gl/ZDuFUU
About how will develop ooh media, says Natalya Reznik De Pirro,
director of sales-House "Prime Group".
5out-of-homepredictions byNataliaReznikDePirrofor
2017
Source: https://goo.gl/DpvNuU

18. OOH is on the cusp of a new evolution: how it’s
planned, bought and its interaction with people.
Mixing all of these ingredients together moves OOH
into an unseen and largely untested realm – meaning
many of our pre-existing rules, recommendations and
benchmarks will be re-examined.
18
PosterscopepublishOOHPredictionsfor2017
Source: https://goo.gl/rPCGe2
OutOfHomein2017:StaticisDeadandDigital
doesn’tCutit
Source: https://goo.gl/gIwRKq
Brendon Cook said: In the past year the Out Of Home
industry has debated the best way to describe traditional
billboards and their newer digital forms. it’s time the
OOH industry retired the terms static and digital and
moved to classic and dynamic.
Out of home (OOH) advertising “has the ability to really drive
clever copy home that other media can’t always do as well.”
This well-spoken premise – offered by the chief marketing officer
of Spotify – supports my bullish predictions for the New Year.
In 2017, OOH will outperform growth in overall advertising and
the GDP (gross domestic product).
Source: https://goo.gl/YXXze4
In2017OOHdowellanddo good

19. OOHOnPathToProgrammatic,ButFalseClaims
CouldDerailProgress
19
ClearChannelopensintheUSprogrammatik-
ooh-saleadvertising
Automated Digital Billboard Purchasing Meets
Marketers’ Demands by Tapping into Audience-Driven
Data that Integrates OOH into the Broader Programmatic
Media Ecosystem, Enabling Smarter and Easier Buys.
Source: https://goo.gl/TuHM3Q
Programmatic advertising has powered a decade of
growth in digital advertising. The U.S. out-of-home
(OOH) market is also on the “path to programmatic.”
Source: https://goo.gl/yqj6NB
OMAC:creativityandinnovation-thekeyto
successooh
Source: https://goo.gl/K3vS2l
The president of OMAC said that the data in the
future planning ooh-campaigns will play more
important role. Media planners and marketers need
more detailed information about the audience, to
be more precise to target and segment it.
ThefutureofOOH
Source: https://goo.gl/FjYh8B
The out of home (OOH) industry faces change at
every turn. But the new characters in the OOH
narrative turn out to be good. Data, mobile
phones, and digital hardware will sustain us, not
confound us.

20. 20

21. 17,9
13,6
8,4
8,1
7,4
5,4
4,8
4,3
4,2
4,2
L'Oreal
Seldiko
Oleinfarm
Hexagone
Chanel
Fitobiotechnolog
ii
Toyota
Procter&Gamble
Yves Rocher
Apivita
21%
129%
35%
10%
234%
28%
-16%
-40%
-37%
79,3
58,9
52,6
52,3
29,4
26,5
16,7
14,9
14,2
12,5
Trade
Entertainment
Cosmetics
Pharma
Auto
Wear
Perfumes
Finance
Jewellery
Restaurants
17%
5%
21%
-15%
-15%
-3%
-20%
-17%
-36%
-33%
 L'Oreal provided
Cosmetics activity growth
vs prev. Month
 At the same time L'Oreal
with P&G prevent
category growth vs prev.
Year
 Auto category continues
to shorten investments in
2016 despite Toyota &
KLO increase
 Saucony & Calzedonia
drove Wear category
growth vs prev. Year
21
Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
TOPCategories 2016 vs 2015 TOPAdvertisers 2016 vs 2015
Print market fall by 14% vs 2015

22. 22
Harper`sBazaar/BAZAARBestDressed
Date: December, 7th, 2016
Place: Small Mariinskiy Palace
Guests: 350 persons
CONCEPT: annual prodject of Harper’s Bazaar highlighting best-dressed women
of the year. This prodject is held by other countries and considered to be the
most popular Harper’s Bazaar event. At the end of the year, the Harper’s Bazaar
editorial team composes the list of the most stylish Ukrainian women based on
their looks and appearances in public, social and luxury events during the year.
PARTICIPANTS: famous and stylish Ukrainian women. CRITERIA: main value of
Harper’s Bazaar – elegance expressing the woman’s individuality.
Harper`sBazaarbeautybrunches
Special brunch is event for readers. Beauty Editor and professionals tell and
show how to care about skin and hare in specific period. Format of the event is
friendly talking, master-classes, photo sessions, deserts and drinks.
Date: November, 30th, 2016
Place: Fairmont hotel, Atrium
Beauty Partners: Yves Roches, Clinique, Kerastase, Eisenberg beauty Brands
informed our readers about winter trends in Make-up & Perfumery, skin care
and hairdoes

23. 23
20,5
19,3
14,3
14,0
12,1
8,9
8,7
6,6
6,3
5,4
Natur Produkt
Bayadera
Victor&Co
Getman
Zolotiy Vek
Megapolis
Poltava Distillery
MobilLuck
Ruskoe
ORBI GROUP
16%
481%
59%
1078%
342%
155%
-33%
0%
67,6
66,3
55,6
38,3
31,6
29,2
22,8
12,9
11,3
8,5
Alcohol
Entertainment
Trade
Pharma
Auto
Food
Realty
Finance
Jewellery
Education
33%
2%
58%
56%
63%
20%
10%
84%
129%
-5%
 Zolotoy Vek, Prostor &
MobiLuck drove Trade
category growth in 2016
 Epicenter showed the
highest decrease in
category
 Growth of Pharma vs prev.
Year is stimulated mostly
by Natur Product
 Arterium and Berlin
Chemie drove Pharma
activity drop vs prev.
Month
 Alcohol is the leader by
activity in 2016 driven by
Advertisers of Vodka
Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
TOPCategories 2016 vs 2015 TOPAdvertisers 2016 vs 2015
Radio market grew by 32% vs 2015

24. 24

25. Ukrainianadvertisingmarkethasgiventheforecastlevelof
mediainflationfor2017
25
As part of a regular initiative Kwendi Media Audit top managers of leading
advertising holding companies in Ukraine refined assessment of media
inflation in 2016 and was named in its possible level of 2017 year.
Source: https://goo.gl/J0P9Bu
Though there is no economic background behind high advertising market growth in 2017 (minor GDP
growth and decreasing consumption inflation), growing competition brings hot market scenario
(above 30% growth) as most probable. Media mix optimization becomes even more important now to
maximize ROI within limited resources.
Denis Storozhuk, Managing Director Zenith Ukraine

26. 26
Results of the year and new challenges
Marketing directors considered the active
development of digital-trends, changes in
display advertising, which is associated with the
search for the most effective and efficient
methods as the main changes in marketing
management in 2016.
https://goo.gl/SwYSDK
https://goo.gl/3OXnCO https://goo.gl/g7juNy
What will happen to the digital industry in
2017?
In his opinion, the top 5 major industry trends
dictated by consumers who want more quickly and
effectively solve their problems, and are waiting for a
qualitative increase in the level of services provided
business.
5 programmatic-predictions from
Admixer for 2017
The Ukrainian market in this area lags behind
the world trends, and rapid growth of the
software we have only just begun. What trends
will set the tone of its development, experts
predict from sales-house Admixer, a strategic
partner of the Google DoubleClick in Ukraine.
Trade agency services continue to lose their
importance for the consumer market
Media agencies have to go to technology, to justify
the need for its existence in an environment, where
customers can work with Google and Facebook, and
even with the Starlight directly.
https://goo.gl/q2zwDB

27. InternetMarketingTrendsfor2017fromtheAcademyofWebPromoExperts
27
Social networks continue to develop rapidly, thus offering every year more and more
new products and creating new trends that open up new possibilities for brands and
advertisers to communicate with their consumers. Some of them take root, some do
not. What will be popular in 2017 in social media?
Theexpectedtrendsfor2017fromGRAPEUkraine
Newage team evaluated the effectiveness of media campaigns and shared the findings concentrate
on what the technical nuances of the market to decide.
MediaAdsTrendsfor2017
Source: https://goo.gl/ZkBzRk
The head of the academy, internet marketer, teacher and practitioner Anton Voronyuk decided to
share his vision of the trends of Internet marketing that have been relevant in 2016 and only gain
strength in 2017.
Source: https://goo.gl/nba14O
Source: https://goo.gl/89bovm

28. Marketingin2017:TrendsandProspects
28
Trendsincontentfor2017:opinionofWesternexperts
Source: https://goo.gl/Ss2jOi
Ericsson ConsumerLab research shows that online video consumption is rising every
year. Video is also viewed increasingly on the move and in real time, with video calls,
online games and live event broadcasts. Recently, we have also seen user generated
real-time broadcasts moving into the mainstream, for example with Facebook Live.
10hotconsumertrends2017
Source: https://goo.gl/8zK0Jk
Marketing director EVO company explains why what is happening with the new
economy and the new marketing revolution can be called evolutionary, and says,
without which marketers can not manage in 2017.
Source: https://goo.gl/EzmpW9
This year will be remembered for important changes in the field of contextual advertising.
Among them - disable ad unit to the right of Google SERPs on the desktop and start
deployed text ads into AdWords. Marketers also have access to a number of new features
and advertising formats in the Bing Ads, Facebook and other services.

29. Nielsen:almosthalfofonlineadvertisingmissesthetargetaudience
29
Marketerscallpriorityareasforinvestmentin2017
Source: https://goo.gl/jm9jYG
Consumers7TimesMoreLikelytoTrustSocialContentoverAdvertising
Source: https://goo.gl/46f4OD
A new study from Nielsen says that online advertising hasn’t hit the target. The data are
based on a study of more than 44,000 campaigns in 17 countries. As a result, only 53%
of the ads were viewed by people the correct age and sex.
Source: https://goo.gl/FCMfWG
Digital-advertising and Events for buyers - top investment areas for brands in 2017, says a
recent study by Autopilot. Based on the survey of 505 responsible for marketing in the
US, 30% of marketers plan to invest in digital-advertising, and 30% - in game events for
consumers.
Olapic released the results of a global study this week exploring the impact of user-
generated photos on consumer trust and brand engagement. Results show that of those
surveyed worldwide, consumers are seven times more likely to trust social media
photos featuring “real people” than traditional advertising.

30. Readiness№1:Mychild-centennial
30
Digital-SavvyGenZConsumersClingToPhysicalStores,Brand
Experiences
Source: https://goo.gl/OGaJOp
WhatmarketersmustdotoappealtoGenZ
Source: https://goo.gl/jk9Szy
According to the theory of generations of William Strauss and Neil Howe, then every 20-
25 years there is a cyclical alternation of generations, differing worldview, perception of
the world and, consequently, abilities and preferences. The reason for the change of
generations are primarily socio-economic changes in the life of mankind.
Source: https://goo.gl/NYbJX3
The global study from IBM released Thursday found 67% of Generation Z shop in bricks-
and-mortar stores most of the time, with another 31% shopping in-store sometimes,
indicating 98% of Gen Z shop in store at some time or another.
The latest AdReaction: Gen X, Y, and Z study confirms that marketers will have to work
much harder if they are to reach and motivate the digitally-oriented Gen Z audience. To
do so they will need to understand the underlying motivation behind generational
differences and not just accept the difference at face value.

31. 31
* Click on the image works as direct link to the Source
Prepare your brand for
the moments that
matter

32. 32
Thank You!