The document provides an overview of media market trends in Ukraine from January to May 2016. Some key highlights include: - TV grew 4% year-over-year, and new quotas for Ukrainian TV content were introduced. Radio grew twice as much year-over-year. - Digital advertising on video platforms increased, with trade and confectionary among the top categories. Gemius launched online audience measurement with real-time data. - Outdoor advertising grew 16% year-over-year. Prime Group announced open research proposals for measuring OOH effectiveness. Several cities removed illegally posted outdoor ads. - Print saw a moderate 17% increase year-over-year. The document provides statistics on media consumption and trends across

1. 1
Media Market Digest May2016

2. 2
TV
 Grew by 4% vs Jan-May’15
 Verkhovna Rada introduced
quotas for Ukrainian TV
p.3-10
Radio
 Twice increase vs Jan-May’15
 Ukraine's national anthem will
be broadcast twice a day
p.28-29
Research & Trends
 Nielsen consumer confidence
index in the Q1’16 in Ukraine
and the world
 The most important Internet
trends of 2016 by Mary Myker
p.30-35
Digital
 Gemius has launched online
audience research with real-
time data
p.11-17
OOH
 Growth by 16% vs Jan-May’15
 "Prime Group" announces open
research proposals in OOH
p.18-24
Print
 Moderate increase by 17% vs
Jan-May’15
p.26-27
 Purina Pro Plan: Own digital
content project on YouTube
Cases
ZOU Campaigns
p.36-37

3. 3

4. Jan-May’2016 in term
of WTRP’s vs Jan-
May’2015
4
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. Data owner is ITC. Processed by “CCM”
Subsidiary Enterprise
Key facts
SOR up to 85%In May’2016
Showed constantly growth during
all the months
May’16 vs Apr’15
EURO 2016 TV viewing
in WTRP’s
Germany-Ukraine
and Ukraine-
Northern Ireland
matches was watched by
23% and 18% of
Ukrainians* respectively* 18-50 50+

5. 127,1
43,4
34,1
25,7
25,
20,0
18,6
17,3
13,2
13,
Pharma
Food
Telecom
Cosmetics
Hygiene
Trade
Confectionery
Entertainment
Auto
Hot Beverages
10%
8%
20%
112%
27%
0%
21%
31%
27%
-19%
5
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000WTRPs. Data owner is ITC.
Processed by “CCM” Subsidiary Enterprise
 6 out of 8 players in Telecom category
lowered their activity in May
 Motorola entrance and Vodafone
activity increase didn’t stop category
drop vs prev. month
 Mondelez showed the biggest drop in
Confectionery category vs prev.
month
 Korona and Barni brands weren’t in
the air in May
73%
-10%
-49%
-21%
-9%
-15%
-18%
-13%
-30%
-51%
TOP Categories 2016 vs 2015 May’16 vs Apr’16

6. 20,9
17,8
17,0
14,5
13,6
10,5
9,8
9,0
8,9
8,5
Nestle
Procter&Gamble
Pharmak
Reckitt Benckiser
L'Oreal
Kyivstar
Vodafone
Unilever
Ukrnafta
Sanofi
27%
17%
91%
22%
8%
6%
-9%
-1%
6
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000WTRPs. Data owner is ITC.
Processed by “CCM” Subsidiary Enterprise
47%
22%
-50%
-5%
-22%
-2%
-23%
-35%
-11%
-2%
TOP Advertisers 2016 vs 2015 May’16 vs Apr’16
 STB started “The house of a mysterious
adventure” (new performance on )
support made Entertainment category
growth vs prev. month
 ModnaKasta was the main reason
of Trade category decrease vs
prev. month
 Although this advertiser remains
the leader by growth vs 2015
 Pharmak growth vs prev. month is
explained by seasonal antiallergic
medications support

7. 7
Source: http://goo.gl/8QGBFB
Controversial draft law of Victoria Syumar about new quotas for Ukrainian TV and European production
content definition procedure was approved on May 17th with 229 votes of deputies.
VerkhovnaRadaintroducedquotasfor UkrainianTVandradio
Source: http://goo.gl/1Zm9gz
Inter channel and Inter Media Group holding decided to fight with the new quotas to the last. Here are
some words from their statement:
«Inter Media Group is emphasizing, that introduction of any forbiddance constrains TV viewer rights,
decreases TV viewing and makes developing of TV branch impossible and leads to the job cuts».
Interisdemanding tocancelthelawonTV’squotas

8. 8
StarLightSalesisreportingaboutmarketgrowthandprovidingnewspecial
offerconditions
Source: http://goo.gl/bCdmye
Commercial ТV-market is continuing to increase higher, then forecasts of market experts.
Rate of growth by 25% is being expected according to the results of 2016. Sale-house
StarLight Sales is giving access to the unsold inventory during summertime 2016 in reply to
the request of media agencies and clients.
Thus, client will receive an additional 50% of bonuses of the increase amount with the
growth of the claimed commercial summer budget by 10% or more of the current contract
according to the new special offer conditions.

9. 9
STB and «Ukraine» channels kept their leading positions in May. STB channel at the head of three
audiences and "Ukraine“ channel - of one the same to April. «Ukraine» and ICTV channels has the best
May dynamic, however STB showed decreasing of share in all audiences in spite of the leadership.
Top-listofTVchannelsin May: STBand«Ukraine»channelskeepsleading
positions
Source: http://goo.gl/Y95CmN

10. 10
Source: http://goo.gl/qnYkHJ
Source: http://goo.gl/aMytkW
Jamala’s performance "1944" became the most viewed video on official
«Eurovision» YouTube channel: her performance in the final show has been
watched by more then 11 million people.
Final release of the 6th season of STB channel’s show «Holostyak» was
shown on May 20th. Indicators of the final release viewing and middle of
the season exceeded «Holostyak 5».
«Holostyak6»waswatchedbetterthanpreviousone
MatchUkrainevsGermanyatThe
Euro-2016:TVviewing
Source: http://goo.gl/efR5Tf
Starting match of Ukrainian national team at The
European Championship in 2016 was viewed with the
38,7% of share, 14,4% of rating according to the audience
18+, 50 ths+ and 41,2% of share, and 13,5% of rating
according to the audience 18-54, 50 ths+ and was
broadcasted by «Ukraine» channel.
Morethen4.5 millionpeoplewatched«Eurovision»
inUkraine

11. 11

12. 35,0
30,2
25,4
25,2
22,3
22,2
21,2
18,6
18,2
16,5
Skoda
Beiersdorf AG
Fozzy Group
Nestle
Mondelez
Kyivstar
Mars-Wrigley
McDonald's
Metro
Pepsico
VODTOPCategories
62,1
52,3
39,1
37,7
33,8
29,6
28,5
26,1
22,7
16,2
Trade
Confectionery
Alcohol
Auto
Telecom
Food
Cosmetics
IT
Restaurants
Hot Beverages
VOD monitoring
includes HTML5
formats from the
middle of March
which caused
technical growth of
Impressions 
monitoring data is
not stable
12
VODTOPAdvertisers&
Source: Communication Alliance, represents 20%-25% of all video ad. Impressions, Mln. Data
processed by “CCM” Subsidiary Enterprise

13. To get started with advertising on YouTube, there is YouTube Director suite of products is
launched. Three products that make video ads more accessible to businesses. With the
free YouTube Director for business app anyone can create a video ad for their business
quickly and easily—right from their phone. No editing experience required.
13
IntroducingYouTubeDirector:Asuiteofvideoadcreationproductsfor
businesses
Source: http://goo.gl/QRrKOB
Twitterintroduces emojitargetinginadvertisingsettings
Source: https://goo.gl/qn5XA4
Now, advertisers can target people who have recently Tweeted or engaged with Tweets
featuring emojis. This new feature uses emoji activity as a signal of a person’s mood or
mindset — unlocking unique opportunities for marketers.

14. Facebook is adding maps to its location-based local awareness ads to give brands a better
chance you’ll visit their locations. And if you do, Facebook will now start telling brands how
many people it thinks actually visited their locations based on these ads.
14
Facebookisputtingmapsinadsandwillmeasurestorevisits
Source: http://goo.gl/pvw1ou
FacebooktestsdesktopPagesredesignthatdropsright-railads
Source: http://goo.gl/AYBKxQ
Facebook is experimenting with a new design for the desktop version of Pages that drops
right-rail ads from the page, among other changes. Redesigned desktop Pages adopt the
changes Facebook made to mobile Pages, such as buttons displayed more prominently
atop the page that people can click on to open a business’s app or shop on site.

15. Gemius has launched a new project, allowing the advertising to monitor the coverage of
web sites and services in real time. Website now.gemius.com web page shows evaluates of
coverage for a week. Now data is available for the Polish market only.
15
Gemius haslaunchedonlineaudienceresearchwithreal-timedata
Source: http://goo.gl/VmSpmO
TestYourSitewithGoogleandSeeHowItWorksAcrossDevices
Source: http://goo.gl/txz2cN
Google introduces an easy way to measure the site’s performance across devices—from
mobile to desktop—and give a list of specific fixes that can help website become more
efficient for online users.

16. 16

17. 11,5
8,9
8,8
5,5
5,1
4,6
4,2
4,2
3,9
3,7
Fozzy Group
Sport Life
Epicenter
Privatbank
Lifecell
Samsung
Riel
Vodafone
K.A.N.
Development
Building Design
58%
27%
16%
35%
188
%
100
%
-5%
-12%
-24%
-17%
TOP Categories
99,6
60,2
44,0
30,1
20,1
17,5
13,6
12,1
11,2
8,0
Trade
Realty
Entertainment
Auto
Telecom
Finance
Sport
Restaurants
Medicine
Tourism
11%
37%
25%
53%
5%
11%
28%
-2%
-7%
 Okean Elzy made the
biggest contribution to
Entertainment category
growth vs 2015 while Sun
InBev and Russkoe Radio
showed the biggest
increase vs prev. month
 Auto category continues
to grow thanks to
personal car advertisers
 Building Design Company,
as a newcomer in 2016,
takes 3rd position by
investments and 1st
position by growth among
Realty category
advertisers
17
TOP Advertisers&
Source: Communication Alliance-OOH, Budget, Mln UAH. Data is processed by “CCM” Subsidiary
Enterprise
2016 vs 2015 2016 vs 2015

18. "PrimeGroup"announcesopenresearchproposalsinoutdooradvertising
18
Within the framework of research Advertising Effectiveness "Prime Group" announces open offers to
study the effectiveness of outdoor advertising, research in the outdoor advertising displays, model
calculation of frequency and coverage software. The competition aims public offerings - increasing
efficiency studies of outdoor advertising, transparency of methodologies and finding more efficient
methods of assessment of outdoor advertising.
Source: http://goo.gl/ovuslH
OutHub.Onlineplatform-digital-approachtoplanningandpurchaseof
outdooradvertising
A unique project called OutHub.Online is the result of a team of experts in the field of ooh-advertising,
digital is, web technologies, research and others.
This platform makes it fast and convenient planning and procurement of ooh-equipment all over
Ukraine with media indicators, geographic location, connection to infrastructure (POI). And its
functionality is unique, at least in Eastern Europe
Source: http://goo.gl/JmRJ04

19. Thecapitalofbridgesremovedillegallypostedadvertisements
19
InUzhhorodbedismantled50advertisingbillboardsandstretchmarks
Source: http://goo.gl/ENCafy
From the beginning, the municipal corporation "Kievavtodor" held dismantle 226 unauthorized units is
placed advertising material on bridges and overpasses capital.
"Bridges and overpasses are places of high risk and require drivers to concentration and attention. So
chaotic placement of advertising media is unacceptable. Kyiv residents and visitors should feel safe,
especially on the roads, "- said Gennady Plys.
In Uzhhorod planned to conduct 58 promotional dismantling stretch marks, billboards, billboards that
do not meet the Procedure placement of outdoor advertising in the city.
Source: http://goo.gl/Hm4RFW

20. 20
Source: http://goo.gl/rQLiy8
SyncingRadioAndOut-of-Home:AnActualThingYouCanDo
It's possible to sync radio ads and digital billboards to reach drivers with cross-channel
messaging – but scale, targeting options and measurement are roadblocks to adoption.
Source: http://goo.gl/ozBAJs
Heinekenreleasedtheoutdooradvertisingwithextralonghashtag
Official Sponsor of the UEFA Champions League Heineken via Publicis Italy placed on light
boxes hashtag size of 100 characters.

21. 21
Source: http://goo.gl/n1QO3v
One of North America’s largest outdoor advertising companies is partnering with a non-profit on the
world’s first-ever live-stream billboard campaign. Lamar Advertising Company is donating the use of
hundreds of digital billboards across the United States at no cost to Recycle Across America (RAA) to
promote its “Let’s recycle right!”.
Atlanta-based manufacturer and innovator of LED displays, recently launched its NanoLumens
Outdoor Gallery Series, a curved outdoor LED solution that can be built in any size, shape or
curvature in pixel pitches ranging from 4MM to 9MM for close proximity viewing.
Source: http://goo.gl/aTRGcJ
ManufacturerofLED-screensNanoLumensintroducedaflexibleand
customizablesolutionforoutdooradvertising
World’sFirst‘LiveStream’BillboardPSACampaignWillPromoteRecycling
AcrosstheU.S.

22. 22
http://goo.gl/HMVrE5 http://goo.gl/FipCXT
http://goo.gl/1cYZaz
http://goo.gl/OHlZdO http://goo.gl/hY6POC https://goo.gl/YNh1YL
http://goo.gl/hY6POC
http://goo.gl/Uf0i4T http://goo.gl/BTkk7f http://goo.gl/iMbvjh
http://goo.gl/U3N3R4
Social Campaign SMS
behind the wheel.
Fake Tramp
billboard has
become a global
virus.
Disney. The Mad
Hatter Surprise.
Kolcraft created a
gigant stroller for the
parent test.
How to use the
beacons in the outdoor
advertising.
BMW and Jung von Matt
set the first billboard,
which becomes sad when
bad weather.
Fox used beacons on buses in
London to promote the third
installment of its animated
“Kung Fu Panda” movie
franchise.
http://goo.gl/5X7n0G
Teenage Mutant
Ninja Turtles have
become a tourist
symbol of New York.
Interactive poster has
forced the British to
stand in position
letters.
Billboard JetBlue will tell
how far it is from the
sea.
All grown up: The
evolution of digital
billboards.
Creators have
turned to cult
cars bikes in the
social campaign.

23. 23

24. 12,1
7,3
4,9
4,1
3,9
3,0
2,5
2,5
2,5
2,4
L'Oreal
Seldiko
Hexagone
Olaynfarm
ChaneL
Fitobiotehnologii
Louis Vuitton
Procter&Gamble
Ukrainian
National Lotery
Yves Rocher
79%
7%
188%
61%
281%
71%
341%
64%
-63%
TOP Categories
39,0
32,7
32,4
27,6
14,8
14,1
10,8
8,7
8,3
5,7
Trade
Cosmetics
Entertainment
Pharma
Wear
Auto
Perfumes
Finance
Jewellery
Alcohol
43%
35%
62%
65%
28%
1%
-5%
-7%
-2%
-39%
 Brunello Cucinelli and
Calzedonia were the
leaders by growth in Wear
category
 Chanel was the main
driver of Perfumes
category increase
 Seldico grew investments
in Cosmetics category
while Perfumes and Trade
category support was
decreased vs 2015
 The biggest fall vs 2015 in
Jewellery category was
shown by Zolotij Vіk
(together with TV
advertising activity
growth)
TOP Advertisers&
24
Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
2016 vs 2015 2016 vs 2015

25. Cosmopolitanaward
COSMOPOLITAN Ukraine magazine has launched the COSMOPOLITAN AWARDS in Ukraine, which was awarded
for the first time this year. In the world this award is well-known under the name “Cosmopolitan Fun Fearless
Award”. The goal of this award is to underline the exceptional and unique achievements of people with
independent, cheerful and purposeful character which suits to Cosmopolitan's worldview.
COSMOPOLITAN AWARDS CEREMONY
Date: May, 19th.
Place: luxury restaurant Praga, summer terrace, Kyiv.
Guests: 450 people (nominees, celebrities, press, advertisers).
Partners of project: AVON, Lamoda, Mondoro, SEAT, Vents, Kreoma Farm, Lora Shen
“Liza"FamilyDay
Third Family Day festival organized by LIZA magazine took place on May 21st in Kyiv. More than 40 000
locals and city guests took part in this wonderful event
25
Source: http://goo.gl/oaaix9

26. 26
12,0
10,8
7,0
6,5
4,3
4,2
4,2
4,2
3,5
2,9
Natur Produkt
NAT
Victor & Co
Get'man
Zolotiy vik
Megapolis
Russkoe radio
Poltava Distillery
MobilLuck
Crimean Wine
House
21%
30%
45%
57%
100%
TOP Categories
34,9
32,5
21,2
19,2
12,8
12,1
7,9
6,0
5,9
5,8
Alcohol
Entertainment
Trade
Pharma
Food
Auto
Realty
Finance
Education
Jewellery
184
%
83%
114
%
316
%
52%
99%
45%
127
%
555%
62%
 Radio fall by 4% vs prev.
months, repeated the
tendency of prev. year
completely
 Natur Product fall by
77% vs prev. months,
but still holds the 1st
place by investments
and by growth vs 2015
 UkrAuto was the leader
by growth, shifted from
6th to 1at position in
Auto category
TOP Advertisers&
Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
2016 vs 2015 2016 vs 2015

27. "Radio Svoboda“ opens access to its archives, which contain records from 1953 to 1995. The best part of
their collection is the information used by journalists while working on radio. Also they have a huge
collection of propaganda films.
"RadioSvoboda"opensitsarchivesfrom1953
At 20 Ukrainian radio stations at 06.00 and 00.00 will sound the anthem of Ukraine. According to Igor
Chernyshev, “in turbulent times radio needs the spirit of unity. We want Ukrainian day began and ended
with our main melody.”
27
Radioflashmob:Ukraine'snationalanthemwillbebroadcasttwiceaday
Source: http://goo.gl/HxEM1b
Source: http://goo.gl/Jmq9t3

28. National Television Company of Ukraine plans to launch the radio "Voice of Donbass“ in July. Television
Company is working on providing new radio with quality content, and the Ministry of information policy -
over the technical support of its activities.
NTUisgoingtolaunchradio"VoiceofDonbass"
The National Council on Television and Radio broadcasting supports creation of a new modern radio station
with 100% Ukrainian content. Together with quotas it will be the part of government policy for artists
support.
28
NationalCouncilinitiatescreationofmodernUkrainianlanguageradio
station
Source: http://goo.gl/tKD9VC
Source: http://goo.gl/2yWp6L

29. 29

30. Publicis One announces its local leadership in CEE, nominated by Misa Lukic
Regional Chief Executive Officer. Ukrainian office will be led by CEO Oleg Popenko
and CFO Igor Krykun. In addition, Oleg Popenko will take on the role of Chief
Integration Officer and Igor Krykun will become CFO of the Eastern Europe region.
In Ukraine Publicis One will consolidate Starcom, MediaVest, ZenithOptimedia,
Saatchi & Saatchi, Leo Burnett and Publicis Worldwide agencies under one roof.
All agency brands will continue to exist and operate within the Publicis One set
up. This model is intended to provide clients with competitive advantage by
effective usage of available opportunities and through integration, optimization
and new approaches.
30
PublicisOneAnnouncesitsLocalLeadershipinUkraine
Source: http://goo.gl/CLqF4s

31. 31
Experts concluded what 40% of
Ukrainians’ income is spent on
GfK Group included Ukraine in European study
about retail. Ukrainians spend 40% of their income
on food. Utilities spend also grew in 2015 because
of tariffs growth.
http://goo.gl/wuhies http://goo.gl/WfzUju
http://goo.gl/qJMRuh http://goo.gl/i7gTzP
Most interesting topics discussed on Best
Marketing Practices within 17th KMFR
Digest of ideas from representatives of not only Ukrainian
advertising market, but also Spanish, Romanian and
Lebanese
59% of Ukrainians are going to watch
EURO 2016
iVOX Ukraine together with MD|OMD as a part of
Snapshots project interviewed 1040 online users
to investigate Ukrainians' expectations about
EURO 2016.
Pharma category advertising review
Evgenija Prodaeva, Social Marketing Director at Ekonomika,
analised history, reality and future prospects of Pharma TV
advertising market, presented her opinion about
advertising and other market factors influence on
efficiency.

32. Alphabet strengthens its leading position as the largest media owner in the world. Media Alphabet profits
reached 60 billion dollars, which is 166% more than the nearest competitor, Walt Disney. The third position
- Comcast.
32
ZenithOptimediapublishedratingofthebiggestworldmediaownersbyprofit
Source: http://goo.gl/8fe1Bq
Nielsen Consumer Confidence Index in Ukraine, reflecting the mood of the online respondents and their
expectations for the future, in the first quarter of 2016 fell by 2 points to the previous quarter. Ukraine still
takes the second position among the most pessimistic countries in the world after South Korea.
Theconsumerconfidenceindex inthe1stquarterof2016inUkraineandtheworld
Source: http://goo.gl/UiK1dG
The new GfK Connected Consumer Index is a ranking of 78 countries and eight world regions that provides
fast and direct comparison of how highly connected each population is.
GFKpublishedConnectedConsumerIndex report
Source: http://goo.gl/nM8gIB

33. 33
The most important Internet trends of
2016
Mary Myker, the partner of Kleiner Perkins
Caufield & Byers venture fund, published yearly
report about technologies, IT and digital trends
http://goo.gl/4XqZQR http://goo.gl/QSMj48
http://goo.gl/gDfBs1 http://goo.gl/0b90fH
The popularity of mobile advertising blockers
increased by 90%
The number of adblock users worldwide reached 420
million - that's one in five smartphone owner. According
to the data, the popularity of mobile blockers most
increased in emerging markets, such as China, India and
Pakistan.
Gartner: the boundaries between online
and offline marketing are erased.
According to the Gartner report, 98% of
marketers agree that online and offline
marketing are merging, though only one-third
said that digital technologies are fully
incorporated into their marketing activity.
Digital marketing investments will doubled by
2020
A new study launched by Juniper Research investigated
that investments are going to rise from $174 billion in
2015 to $362.1 billion by 2020.

34. 90% of girls 13-17 years old, daily consume content from Youtube, preferring fast and entertaining
materials. Also the analysis shows which brands do they choose and what is the most searched on the
Internet.
34
Infographics: howdogenerationZactinInternet
Source: http://goo.gl/3vtvM2
38% of people who make purchases on social networks, consider themselves as experts on gadgets. These
users account for 13,5% Amazon audience, 12,5% - Facebook and 12,9% - Google. They frequently visit
Facebook, Twitter, eBay and iTunes.
Howdogadgetloverspurchase?
Source: http://goo.gl/hNlEls
According to Pamela Marsh, the author of the study and the head of research department of Annalect,
cinema plays an important role in young people’s life. This is what marketers can use to build stronger
relationships with brands
Howdomillenniallsvisitacinema?
Source: http://goo.gl/7tjw5D

35. 35
* Click on the image works as direct link to the Source
Multiscreen Video: Get the
size and the audience right

36. 36

37. Target
Media
Tools
Decision
Period
Summary
&
Results
37
PurinaProPlan:OwndigitalcontentprojectonYouTube
Engage consumer in brand communication to grow consideration and drive
image attribute recommended by veterinary.
Target
YouTube.comMedia
Period of action December2015 – still on airPeriod
Through integration of media insertions in Display & VOD Ad, YouTube video
Ad, Facebook & Instagram video Ad, Video Seeding, Search Ad on Google and
Yandex Brand Pro Plan invites to YouTube channel where user can find
information about pets caring .
Strong and informative content about different kinds of cats and dogs, their
specification and advice from vet about special caring about them.
Drive key message ‘recommended by veterinary’
Shares: 1 069
Likes: 2 014
Subscribers: 1 715
Total Views 1 740 343
PeriodDecember- May

38. Thank You!
38