The main Media Market Trends & News we would like to share with you in this issue are the following: Brief TV Market overview o Top Channels in December: STB Digital Market overview featuring recent changes and new Advertising possibilities o Facebook updated the algorithm of video ranking and restricted access to mid-roll advertising o The evolution of programmatic in 2018 OOH & Radio shown growth vs 2016 o Radio listening data in Ukraine for the fourth wave of 2017 Overview of trends for 2018

1. 1
December 2017
Media Market Digest
TV fell by 1% vs Year 2016 p.2-7
• TopChannelsinDecember:STB
New digital possibilities p.8-13
• Facebook updated the algorithm of video ranking and restricted
access to mid-roll advertising
• The evolution of programmatic in 2018
OOH & Radio shown growth vs 2016 p.14-23
• Radio listening data in Ukraine for the fourth wave of 2017
Global Trends and Forecasts p.24-29
• Overview of trends for 2018

2. 2
Monthly News & Trends

3. 3
STB leads
in the 3nd audience
18-54 50+, 14-49 50+
and 25-45 50+
Year’2017 in term of EqTRP’s vs
Year’2016
Key facts
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. Data owner is ITC. Processed by “CCM” Subsidiary Enterprise
SOR was 90%In Dec’2017
In line with 2015 October Sold-Out level
Dec’17 vs Nov’17
in EqTRP’s1%
5%

4. 4
 Confectionery category showed seasonal activity
increase thanks to sales for the New Year's holidays
 Trade showed seasonal activity increase thanks to top
advertisers:
• Eldorado
• Foxtrot
• Epicenter
• Comfy
• Kyivstar
 The drop in the Hygiene category is due to a activity
decrease in sub-categories: oral hygiene products and
children's hygiene products
414,
114,
112,2
87,9
61,1
61,0
58,8
55,6
39,6
36,4
Drugs
Food
Cosmetics
Trade
Confectionery
Hygiene
Telecom
Cold AFB
Entertainment
Detergent
TOP TV Categories
9%
5%
1%
10%
8%
1%
5%
1%
29%
24%
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000EqTRPs. Data owner is ITC. Processed by “CCM” Subsidiary Enterprise
53%
38%
49%
30%
38%
20%
3%
13%
22%
36%
2017 vs 2016 Dec’17 vs Nov’17

5. 5
65,0
49,0
46,2
32,7
32,7
29,9
28,0
26,2
22,6
22,3
Procter&Gamble
Nestle
Pharmak
L'Oreal
Reckitt
Benckiser
Kyivstar
GlaxoSmithKline
Sanofi
Vodafone
Beiersdorf AG
TOP TV Advertisers
21%
10%
3%
80%
9%
2%
13%
3%
14%
10%
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000$EqTRPs. Data owner is ITC. Processed by “CCM” Subsidiary Enterprise
4%
84%
49%
60%
43%
5%
66%
58%
18%
7%
 Vodafone increased activity in December,
thanks to which took 9th place in the top
 Top leader Procter & Gamble shows
increase thanks to growing group
medicines that restore liver function (Teva)
 GlaxoSmithKline decreased activity in group
remedies for cold and flu vs previous
month
 Beiersdorf decreased due to group skin
care products vs same period 2016
2017 vs 2016 Dec’17 vs Nov’17

6. 6
MonthlyNews
According to <Connekt>, an AI-advertising tech company, its survey
says 76% of consumers would shop through their TVs in real-time if
it were an option.
Nearly half (42%) of those surveyed said they will likely buy
products through their TV, if available, in 2018. Among other
results, 65% would be most likely to purchase products highlighted
in TV ads, while 35% would be inclined to purchase products
featured in TV shows.
Source: https://goo.gl/5tYBKN Source: https://goo.gl/cs3CP4
TVcouldbeidealplatformforconsumerbuying TVadvertisersgainanewdatasource
Published by the Global TV Group, an informal international
alliance of trade bodies and TV broadcasters, the Global TV Deck is
described as a new resource for advertisers.
It highlights data from 19 countries – across Europe, the USA,
Canada, Australia and Latin America – and asserts that TV is the
most trusted form of advertising.

7. 7
Top ChannelsinDecember:STB
Following the results of September STB is in the lead in
three audiences of traditional research of top channels of
month.
In the audience 18+, 50 + leadership behind the channel
Ukraine. The most noticeable increase in all audiences was
demonstrated by ICTV
Source: https://goo.gl/6KAYP7
MonthlyNews

8. 88
Monthly News & Trends

9. 9
459,2
399,9
313,8
265,5
209,5
198,0
194,8
164,8
161,4
161,1
Beiersdorf AG
Citrus
Kyivstar
PepsiCo
L'Oreal Group
ROZETKA
Mars
Allo
Nestle
Unilever
1 403,7
1 129,3
493,9
434,8
431,8
422,5
390,7
364,3
346,0
212,0
Trade
Hygiene
Telecom
Enterteiment
Alcohol
Cold AFB
Drugs
Confectionary
Auto
Home
appliance
Year 2017
Source: Gemius Ad Real, MLN Impressions.
Data is processed by “CCM” Subsidiary Enterprise
Year 2017
TOPCategories
TOPAdvertisers
VOD Trends

10. 10
Year 2017
Source: Gemius Ad Real, MLN Impressions.
Data is processed by “CCM” Subsidiary Enterprise
Year 2017
TOPCategories
TOPAdvertisers
Display Trends
7 849
3 530
2 021
1 626
1 596
1 553
1 324
1 090
1 053
992
ROZETKA
Citrus
Allo
Google
LeBoutique
Mellowads
Markason
Amazon
RST
OLX
33 566
5 853
4 718
3 407
3 189
2 530
2 129
2 048
1 444
1 237
Trade
Enterteiment
Finance
IT
Auto
Tourism
Media
Realty
Telecom
Hot Bevereges

11. 11
Digital advertising in 2017 saw several major changes that
will continue to influence and affect the work of digital
marketers in the coming year. As we go speeding into
2018, here are five predictions about how the digital
advertising landscape will evolve in the coming year
MonthlyNews
Digitaladvertisingin2018:5trendstowatch
OnFacebook,viralreachforbranded-contentadseclipses
standardads
Source: https://goo.gl/DCrcVm
If brands want to attract extra attention for their ads on
Facebook, they may be better off paying a publisher or
influencer to produce a branded-content post through their
Pages and paying to promote that post as an ad instead of a
post published to the brand’s own Page
Source: https://goo.gl/DmVTUu

12. 12
TechCrunch has learned and confirmed that the company is now
running a test to let users post their Instagram Stories directly to
WhatsApp, as a WhatsApp Status, a corresponding Snapchat-like
feature in the latter messaging app where decorated photos, videos
and GIFs can be posted with encryption, disappearing after 24 hours.
InstagramtestslettinguserspostStoriesdirectlyto
WhatsApp
Source: https://goo.gl/v5378M
The importance of mobile advertising is growing - according to Zenith
estimates, global spending on mobile advertising for the first time
exceeded the cost of advertising on fixed devices, accounting for 53%..
Advertisingcampaignsinmobileapplicationsarethreetimesmore
efficientthantraditionalplacementsondesktop
Source: https://goo.gl/8gFMnG
MonthlyNews

13. 13
Facebook has changed the algorithm for ranking videos in social
networks. The company also introduced new restrictions on the
addition of mid-roll advertising and announced that next year it will
test 6-second prerolls.
If 2017 highlighted the need for significant change in the
programmatic industry, 2018 will be the year in which we begin to
see noticeable activity as a result of this call to action. With this in
mind there are five key trends that will drive the evolution of
programmatic in 2018.
Theevolutionofprogrammaticin2018
Source: https://goo.gl/qXNMGt
Facebookupdatedthealgorithmofvideorankingand
restrictedaccesstomid-rolladvertising
Source: https://goo.gl/fN6k1N
MonthlyNews

14. 14
Monthly News & Trends

15. 15
43,6
37,4
36,8
30,2
29,1
28,4
27,6
27,0
25,3
23,7
Fozzy Group
Riel
Sport Life
Ukrbud
Epicenter
Metro
Toyota
Nestle
Samsung
Vodafone
67%
183%
109%
375%
38%
135
%
195%
260%
121%
97%
558,6
427,0
199,9
198,3
78,3
70,0
69,6
69,4
69,2
43,7
Trade
Realty
Auto
Entertainment
Telecom
Medicine
Finance
Sport
Restaurants
Building
104%
135%
144%
89%
42%
138%
39%
132%
114%
141%
 Ukrbud increased 5
times in realty and
building categories vs
same period 2016
 Epicenter increased
activity in trade
category and took the
5th place in the top
 Medicine is driven by
Dobrobut Medical
Center advertisers
Source: Communication Alliance-OOH, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
OOHmarketgrewby109%vs2016
Year 2017Year 2017
TOPCategories
TOPAdvertisers

16. 16
OutletnetworkPrivetOUTLETofferedtosay
goodbyetotheunseen
Source: https://goo.gl/4qwLHd
The network launched an image campaign, posted on citylights,
boards and in Kiev shopping malls. The campaign tells about the
bright appearance, through which buyers can stand out from the
crowd, dressed in unremarkable winter clothes. Winter is not a
reason to hide.
Monthly News

17. 17
BurgerKingistestingdynamicoutdooradstodrive
storevisits
Source: https://goo.gl/smFKHm
Beingbolder:astatementonanopencanvas
This campaign for Lily’s Kitchen uses outdoor in the only way it should;
by being super-bold, engaging and downright unmissable. Putting a
picture of a woman on the loo is a brave move to sell cat food. Putting
her 18ft tall is even braver. But empathy is where the genius lies in this
campaign, and that’s what makes it work so well for outdoor. Any cat
obsessive has been on this toilet.
Source: https://goo.gl/X7e4ru
The fast-food restaurant is wading through analytics for 30
different ads created by 360i and bought by Vizeum that ran on
100 billboards over the course of a week in October. Each
billboard was near one of 13 Burger King restaurants across
London, and the creative changed dynamically in response to
time of day, proximity to a local event and the weather.
Monthly News

18. 18
AstralLaunchesNewProgrammaticOffering
Monthly News
Source: https://goo.gl/rRVr4N
Primesighttodayannouncesover50InLinkshavenowbeen
installedacrossLondon,offeringadvertisersmorethan100
premiumdigitalscreens
Currently installed in London, they occupy key, high footfall locations
including Camden High Street, Finchley Road and High Holborn, with
installation continuing over the coming months as the digital expansion
continues. The latest InLinks have just arrived in Hammersmith &
Fulham giving advertisers unrivalled access to highly desirable audiences
in one of London’s wealthiest boroughs, around high footfall locations.
Source: https://goo.gl/HzwHUY
Bell Media’s out-of-home advertising division, Astral, announced
today the launch of its new and unique programmatic solution
for large format digital inventory. Using an exclusive self-serve
platform, powered by Hivestack and fueled with real-time
mobile location data, clients will be able to use audience
targeting previously only attainable online.

19. 19
Monthly News & TrendsMonthly News & Trends

20. 20
15,1
14,9
10,9
8,8
8,7
7,1
6,9
6,5
5,2
5,1
L'Oreal
Seldiko
Hexagone
Olaynfarm
ChaneL
Toyota
Philips
Fitobiotehnologii
Maxx Royal hotel
Yves Rocher
10%
33%
4%
18%
48%
100%
21%
100%
22%
16%78,6
71,7
53,6
51,4
30,0
28,1
14,2
12,3
10,1
9,1
Trade
Cosmetics
Entertainment
Drugs
Wear
Auto
Jewellery
Restaurants
Home Appliance
Medicine
13%
1%
46%
19%
1%
3%
9%
2%
4%
1%
 The highest increase in
home appliance
category is shown by
Philips, Matsushita and
LG electronics
 Philips increased
activity in groups:
epilator, electric razor
and electric hair
curling iron
Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
Printmarketdecreasedby4%vs2016
TOPCategories
TOPAdvertisers
Year 2017
Year 2017

21. 21
Source: https://goo.gl/WNUpvZ
The subscription of print media for 2018 through
Ukrposhta, the largest operator in the press market,
has reached about 91% of the subscription of 2017,
with the smallest drop in local media, most of all
international ones.
Thesubscriptiontoprintedmedia,whichwascarried
outthroughUkrposhta,wasreducedby9% in2018,

22. 22
43,1
17,8
17,2
14,9
14,7
13,4
10,2
8,8
7,5
7,2
Bayadera
ORBI GROUP
Victor & Co
Get'man
Megapolis
Zolotiy vik
Shustov
Natur
Produkt
Crimean
Wine House
Gidrosend
124%
100%
20%
6%
65%
11%
95%
42%
69%
57%
111,4
81,9
50,1
39,1
38,9
36,9
29,4
15,7
14,3
9,1
Alcohol
Entertainment
Trade
Auto
Realty
Food
Drugs
Jewellery
Finance
Restaurants
65%
23%
24%
71%
27%
40%
11%
21%
10%
23%
 Trade category
showed activity
decrease due to
lower sub-categories
investments: online
stores, the shops,
invitation for
cooperation and
markets and fairs
 Realty category
drivers are: ORBI
GROUP, K.A.N.
Development and Dar
Building
Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
Radiomarketgrewby20%vs2016
TOPCategories
Year 2017Year 2017
TOPAdvertisers

23. 23
Source: https://goo.gl/rHwYwx
In the national ranking, the picture remains stable, the top
five radio stations remain unchanged: Hit FM, Radio
Pyatnitsa, Chanson, Lux FM, Russkoye Radio Ukraine.
These radio stations were turned on and listened in the
4th quarter of 2017
RadiolisteningdatainUkraineforthefourthwaveof2017
Source: https://goo.gl/vcAMKq
In March, instead of the "Radio Era", owned by Dragon
Capital since September 2017, a new radio station with the
working name "Radio NV" should be launched. Among the
conductors are Mikhail Shamanov, Dmitry Tuzov, Ivan
Yakovin, and about ten well-known radio hosts
RadioErawillrestartinearlyMarchandwillhavethe
workingtitleRadio NV

24. 24
Monthly. Ukraine & World

25. 25
Shopping club LeBoutique analyzed the consumer qualities of
customers before the New Year holidays and singled out the most
popular products that Ukrainians bought for themselves and as a
gift.
Source: https://goo.gl/58ZQ7r
Among the most popular articles of 2017: Jaroslav Serdyuk on good-bad
advertising and strong brands, Ruslan Nazarenko on why it is difficult to
bring projects to Product Hunt, Roman Malkevich about his experience in
training at the UNIT Factory, Katerina Bozhkova on Ukrainian freelancers
and other texts
Ukraine
Mainarticlesof2017:onadvertising,labormarkettrends,
freelancingandITeducation
WhatUkrainiansboughtfortheNewYear
Source: https://goo.gl/MUnJhv

26. 26
Vittorio Bonori, Zenith’s Global Brand President, spoke
with Russia’s leading advertising magazine Adindex about
the need for brands to innovate and invest in business
transformation in order to drive growth.
Source: https://goo.gl/35Kr8F
World
Deliveringgrowththroughbusinesstransformation
We are now immersed in the digital age, and the
integration of technology into our everyday lives is
reaching Minority Report levels. Technological ventures
such as the life-altering Internet of Things and artificial
intelligence, which had once seemed part of the deep
future, are now in existence.
Source: https://goo.gl/p5kuTQ
Keepyoureyeonthesetechtrendsin2018

27. 27
Source: https://goo.gl/RhXyA9
According to recent streaming meter data from Nielsen,
consumers in homes with over-the-top (OTT) capabilities
spend one out of every 10 minutes of TV usage with OTT
platforms or apps.
World
Whyyouneedacomprehensiveover-the-top
strategyand now
As marketers seek greater accountability in today’s
increasingly omnichannel shopper landscape, demand for
outcome-based return-on-investment (ROI) measurement has
become more important than ever across a variety of sectors,
including media, retail, fast-moving consumer goods (FMCG),
apparel, automotive, digital and more.
Source: https://goo.gl/4bkFTg
Attributionmodeling:thepathwaytogreater
marketingROI

28. 28

29. 29
Thank You!