Media Market Digest Jan-May'17

1
May 2017
Media Market Digest
TV fell by 2% vs Jan-May 2016 p.2-7
• There will not be a complete transition from analogue to digital TV in
Ukraine in 2017
New digital possibilities p.8-14
• Google announced location extensions for YouTube and in-store sales
measurement for AdWords
OOH, Print & Radio shown growth vs 2016 p.15-24
• New rules in Out-of-Home placement in Kiev
Forecasts of inflation in 2017 by Kwendi Media Audit
p.25-32

3
CHANNEL UKRAINE
was the 1st in the rating
of the audience 18-54 50+ and 18+ 50+.
May’2017 in term of EqTRP’s vs
May’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 68%In May’2017
In line with 2016 March Sold-Out level
May’17 vs Apr’17
in EqTRP’s-2%
1%

4
158,3
49,6
49,4
29,7
24,
23,3
23,2
18,1
17,1
16,5
Drugs
Food
Cosmetics
Trade
Confectionery
Telecom
Hygiene
Entertainment
Detergent
Cold AFB
TOP TV Categories
12%
10%
8%
1%
27%
16%
-1%
-3%
-37%
-17%
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000EqTRPs. Data owner is ITC. Processed by “CCM” Subsidiary Enterprise
 In May 2017 growth of Confectionery was driven
by AVK activity.
 Telecom increased vs April 2017 thanks to activity
of main players Vodafone, Kyivstar and Samsung
electronics.
 Cold AFB category showed a seasonal growth.
 The leading category of drugs slows growth due to
top players decrease, but remains at the first place
in TOP-10.
• Analgesics and antipyretics group showed
seasonal digression.
• Reckitt Benckiser decreased activity in May
2017.
22%
18%
8%
12%
56%
67%
-12%
-29%
-13%
-23%
2017 vs 2016 May’17 vs Apr’17

5
23,4
22,6
20,6
15,6
15,1
14,0
10,6
9,9
9,9
9,9
Nestle
Procter&Gamble
Pharmak
GlaxoSmithKline
Reckitt
Benckiser
L'Oreal
Sanofi
Unilever
Vodafone
Beiersdorf AG
TOP TV Advertisers
4%
3%
42%
1%
-3%
-6%
-8%
-8%
-1%
0%
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000$EqTRPs. Data owner is ITC. Processed by “CCM” Subsidiary Enterprise
32%
58%
54%
16%
7%
-5%
-20%
-21%
-33%
-10%
 Nestle increased activity in the food for animals
group in May 2017.
 The players GlaxoSmithKline, Sanofi and Pharmak
increased activity in the group of
gastroenterological and dermatological remedies.
 Beiersdorf AG grew in TOP-10 thanks to decrease
of top players Vodafone and Kyivstar vs 2016.
 Trade grew vs same period 2016 thanks to activity
growth of Comfy, Lifecell, Citrus and Prostor,.
2017 vs 2016 May’17 vs Apr’17

6
Source: https://goo.gl/pK3FUo
There will not be a complete transition from analogue
to digital TV in Ukraine in 2017
Since June 30, there will be no transition to digital TV.
It is expected that in the nearest future there will be a resolution of
the Cabinet of Ministers, which will transfer for a certain period of
the transition to digital television, Yuri Artemenko, the Head of the
National Council on Television and Radio
MonthlyNews

7
Source: https://goo.gl/vUfdQy
In the prime of the weekdays, the new series "Capitansha" showed good
results, and the match between Dynamo and Shakhtar was not bad. In
addition, the channel started Physical drill with the First Lady Marina
Poroshenko.
“TRK Ukraine", rose from fifth to first place in the top-10 channels on
prime time.
Physical drill with the First Lady and other
premieres of "Ukraine“ in May
Top channels of May: the leaders
"Ukraine", STB and ICTV
TV channel "Ukraine", in May increased the share of television
viewing in comparison with April, keeping the championship in the
audience 18-54, 50 k + and 18 +, 50k+.
In the audience 18-54, 50 k + second and third places retained ICTV
and STB respectively.
Source: https://goo.gl/JNh2Bw
MonthlyNews

9
197,4
113,9
87,9
83,5
74,0
69,6
66,1
59,9
51,1
49,0
Citrus
Beiersdorf
Kyivstar
Mondelēz
Nestle
L'Oreal
PepsiCo
Reckitt Benckiser
Mars
Unilever
418,9
189,2
169,9
155,0
145,9
144,5
132,3
129,5
128,5
120,9
Trade
Hygiene
Food
Entertainment
Telecom
Cosmetics
Hot Beverages
Confectionary
Alcohol
Cold AFB
Jan-May 2017
Source: Gemius Ad Real, MLN Impressions.
Data is processed by “CCM” Subsidiary Enterprise
Jan –May 2017
TOPCategories
TOPAdvertisers
VOD Trends

10
Jan-May 2017
Source: Gemius Ad Real, MLN Impressions.
Data is processed by “CCM” Subsidiary Enterprise
Jan –May 2017
2017
TOPCategories
TOPAdvertisers
Display Trends
6291
1311
791
720
534
467
458
406
395
379
ROZETKA
Citrus
Allo
Markason
LeBoutique
MakeUp
GEPUR
Yandex
Drive Sport
Priceline
16925
2343
1454
1432
1279
958
936
537
507
498
Trade
Entertainment
Finance
IT
Tourism
Media
Auto
Telecom
Hot Beverages
Realty

11
We are moving from a “mobile-first” to a “mobile-only” world.
Consumers spend now nearly three hours a day on mobile
internet, according to comScore. Native advertising, social media,
and games, including eSports, are all important components of
time spent on mobile. IAB Global Research shows mobile web is
preferred for functional tasks and utility, while mobile apps are
favored for entertainment and social activities.
AlwaysOn:AGlobalPerspectiveofMobile
ConsumerExperience
These findings confirm the fact that mobile usage is a worldwide phenomenon,
which creates great opportunity for marketers. Digital advertising is making an
impact and motivating consumers to action, whether they access the internet
via the mobile web or mobile apps.
Maryna Grygorenko, Digital Director Zenith Ukraine
MonthlyNews
Source: https://goo.gl/neZDKe

12
Facebook introduced two new tools to get more from brands’
campaigns – value optimization (Facebook pixel estimates how
much a person may spend over a seven-day period) and value-
based Lookalikes (marketer can divide his Custom Audience
depending on value it brings to his business).
Facebook introducedtwonewtoolstogetmore
frombrands’campaigns
FacebookMetesOutAFewNewAdControls,But
NoThird-PartyBrandSafetyMeasurementYet
Facebook made several tools designed to give advertisers more
control over where and how their ads appear across in-stream
video on Facebook, Instant Articles and the Audience Network. A
pre-campaign transparency tool will let advertisers review where
their ads could run on- and off-platform. Facebook is also working
on letting advertisers automatically apply their block lists across
their campaigns.
MonthlyNews
Source: https://goo.gl/vfckFa
Source: https://goo.gl/gaM8oi

13
Location extensions to YouTube were announced by Google -
address/map location, hours, photos, call buttons and other
information will soon be available for YouTube ads. YT will also be
able to measure store visits.
GoogleannouncedlocationextensionsforYouTube
andin-storesalesmeasurementforAdWords
Facebook Livevideoshiftseemstobeasuccess-
platformannouncedthat1in5videosharedislive
video
Facebook’s big live-streaming bet is starting to pay off. Facebook live
viewership has quadrupled in the past year. FB does not pay media or
celebrities to use its streaming service any more - it seems that it
doesn’t have to, users got used to this form of sharing and consuming
content.
MonthlyNews
Source: https://goo.gl/Nxv5wm
Source: https://goo.gl/rqgcKT

14
We know ad blocking is a problem. We know why users install
plugins in their browsers – they don’t like ads. But do they dislike
all ads? Nielsen Norman Group did a research on most hated
advertising formats and techniques. No surprise – everything that
disturbs a good experience is disliked by people.
Researchonwhichadvertisingtechniquesaremost
disruptiveanddetrimentalforthemodernuser
experience
InternetTrendsreport byMaryMeekerfromKPCB
published
You will find not only numbers (penetration, money, ads) there but
also information how consumers’ media consumption is changing,
new business models or examples of some new services or products
available on the market.
MonthlyNews
Source: https://goo.gl/LyYr4z
Source: https://goo.gl/k5uQDp

16
13,4
13,0
9,9
8,2
7,9
7,9
7,7
6,8
6,7
6,5
Sport Life
Fozzy Group
Riel
Metro
Toyota
Ukrbud
Epicenter
Vodafone
Nestle
Samsung
57%
18%
144
%
146%
172%
100%
68%
112%
47%
-9%
156,4
118,4
55,6
55,4
23,9
23,6
23,1
20,4
20,0
11,7
Trade
Realty
Entertainment
Auto
Telecom
Finance
Sport
Restaurants
Medicine
IT
63%
105%
32%
92%
24%
41%
77%
76%
86%
127%
 OOH market show
stability in period Jan-
May 2017. All category
сontinue growth.
 The same top players
still take their place
and increased activity .
 Riel and Ukrbud
increased activity in
sale and purchase of
apartments group.
 Fozzy Group and
Metro increased
activity thanks to
promotion of online
stores.
Source: Communication Alliance-OOH, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
OOHmarketgrewby68%vs2016
Jan-May 2017Jan –May 2017
TOPCategories
TOPAdvertisers

17
Monthly News
New rules in Out-of-Home placement in Kiev
New rules in Out-of-Home market regulation in Kyiv were
approved in the end of April 2017.
Its main statements:
• New format zones changing: Zone 1 (only small formats) is 5 times
larger than before.
• More strict rules for OOH sites – distance between, safety, etc.
• Possibility of big formats (banners, roofs) in the center
Results:
• Huge dismantling process of city-lights in the central part of Kyiv.
• Inventory and clutter cutting
• Better visibility and quality of OOH sites
• High demand and as a result prices increase
Cities Jun Jul Aug Sept
Kiev 93,2% 80,0% 77,0% 79,4%
Dnipro 83,2% 76,9% 61,6% 67,0%
Kharkov 89,2% 83,0% 66,9% 69,4%
Odessa 97,6% 87,7% 74,6% 78,0%
Lviv 91,3% 83,4% 80,9% 83,2%
3x6 SOLD-OUT ESTIMATION JUN-SEPT
(agency estimation based on Perfomics
info from 12/06):
Source: https://goo.gl/5KRZ4E
It is expected that the adoption of New rules will lead to reduction of the fleet of constructions, reformatting,
redistribution of forces in the market, decrease in clatter, improving quality, continued high demand and sold-
out, as a result, a significant price increase, which occurred in the spring and have been already planned by
operators for the fall.
Also, possibility of legal placement on large premium branding formats is expected soon (such as, for example,
brandmauers, roof constructions, etc.)
Victoria Shapoval, Deputy Business Director Performics

18
The government of New York summarized the implementation of the
program LinkNYC, in which in five districts of the city instead of
outdated phone booths were installed modern access points.
In New York street advertising information
terminals with Wi-Fi provide a free internet
Nielsen OOH most effective in driving
online activity
Nearly five in 10 US adults (46%) have used Google, Bing, Yahoo, or
another Internet search engine to look up information after seeing or
hearing something advertised on a billboard, bus shelter, or other OOH
format in the past six months. Nearly 40 percent have visited a
Facebook page or posted a message on Facebook after seeing an OOH
ad.
Vintage billboards on Alabama highways,
from 1930S-60S
Alabama highways were dotted with billboards from the early days of
car travel. Check out the billboards during wartime and the tourism
promotions from the 1950s
Digi introduces new OOH advertising
solution named Hyperlocal Media
The solution enables businesses to tailor their brand awareness in real-
time through digital and mobile billboards to reach more Malaysians,
stated the company in a press release.
Source: https://goo.gl/SMJpLC
Source: https://goo.gl/JmgSZw
Source: https://goo.gl/4yA5x3
Source: https://goo.gl/HNUza4
Monthly News

19
Income OrangeAid has partnered Mediacorp OOH Media to launch a
new out-of-home activation which allows members of the public to
engage with Liverpool Football Club (LFC) renowned former player,
Gary Mcallister.
Income OrangeAid taps Liverpool FC fans in
OOH activation
DOOH advertising is a key component for
industry growth, while traditional OOH
remains steady
Nearly five in 10 US adults (46%) have used Google, Bing, Yahoo, or
another Internet search engine to look up information after seeing or
hearing something advertised on a billboard, bus shelter, or other OOH
format in the past six months. Nearly 40 percent have visited a
Facebook page or posted a message on Facebook after seeing an OOH
ad.
Out of Home Advertising Goes Old-School
with Hand Paints
To capture an audience’s attention for maximum exposure and digital
engagement, marketing and advertising teams are turning to ultra-
creative, hand-painted advertisements.
Source: https://goo.gl/WDfneG
Source: https://goo.gl/wdvLPC
Source: https://goo.gl/VFQYJV
Monthly News

20
Monthly News & TrendsMonthly News & Trends

21
7,5
6,5
4,4
4,2
3,5
3,5
3,3
2,7
2,5
2,5
Seldiko
L'Oreal
Hexagone
Russkaya Liniya
ChaneL
Olaynfarm
Fitobiotehnologii
Philips
Maxx Royal hotel
Voyage hotel
37%
19%
100%
18%
13%
49%
242%
100%
100%
-28%
35,7
34,3
22,3
20,5
13,5
10,5
5,1
4,8
4,4
4,1
Trade
Cosmetics
Entertainment
Drugs
Wear
Auto
Jewellery
Restaurants
Medicine
Home Appliance
22%
3%
22%
15%
26%
94%
-8%
-1%
-1%
-19%
 Maxx Royal and Voyage
hotels are new-comers
to In top-10 thanks to
seasonal activity.
 Home Appliance
increased activity
thanks to players
Philips, Samsung
electronics,
Matsushita.
 L’Oreal reduced activity
in the groups of hair
care products and
decorative cosmetics
Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
Printmarketgrewby1%vs2016
TOPCategories
TOPAdvertisers
Jan-May 2017Jan–May 2017
Voyage hotel

22
Marketprintandradio:results afirstsection2017
The company "Communication Alliance" announced the
results for the first quarter radio and press advertising
revenues monitoring. According to the monitoring, the
volume of advertising in local print media for the first quarter
of 2017 in monetary terms increased by 7%, and tapered
volume decreased by 6%.
Source: https://goo.gl/wEQ2rDSource: https://goo.gl/V53faW
CoverageoftheprintedpressinUkrainehasstabilized
Coverage of the printed press in Ukraine has stabilized, both
in general in the category and in individual publications. This
is evidenced by the latest wave of MMI 2016/3 + 4 *.
Compared to the similar wave of the previous year (MMI
2015/3 + 4), we can even speak about a slight (2.9%) increase
in the coverage of the audience of one issue.
Monthly News

23
17,3
9,0
7,7
6,5
6,4
5,2
5,1
3,8
3,7
3,3
Bayadera
Get'man
Victor & Co
Megapolis
ORBI GROUP
Natur
Produkt
Zolotiy vik
Poltava
Distillery
Shustov
Gidrosend
78%
78%
41%
99%
107%
52%
17%
70%
123%
-44%
46,4
32,4
18,6
17,3
14,9
14,1
12,9
6,1
6,0
3,8
Alcohol
Entertainment
Trade
Auto
Realty
Food
Drugs
Jewellery
Finance
Restaurants
72%
29%
14%
85%
143%
43%
35%
28%
39%
-13%
 The stabile leader,
alcohol category,
continues growth
thanks to increased
activity of Bayadera,
Get’man and Shustov.
 Realty shows the
highest increase
thanks to activity of
ORBI GROUP, К.А.Н.
and Dar Building in
sale and purchase of
apartments group.
Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
Radiomarketgrewby38%vs2016
TOPCategories
Jan-May 2017Jan –May 2017
TOPAdvertisers

24
"Kraina FM" and Radio1 received a
temporary broadcasting in Mariupol and
Volnovakha
Radio "FM Kraina" (JSC "Radio" Gala "") has received
permission for temporary broadcasting on frequency 107.8
MHz in Mariupol, Donetsk region, and Radio1 (LLC "TRC"
Ukrainian music broadcast ") - on frequency 99.3 MHz in
Volnovakha.
Source: https://goo.gl/cPj9EP
"Radio Krim.Realiyi" changes the format speech. Now
broadcast in Russian and Ukrainian languages will appear on
the site "Krim.Realiyi" from 7:00 to 10:00 on weekdays.
"Radio Krym.Realiyi" increases the speech
in Crimea
Source: https://goo.gl/cF7dFE
Monthly News

26
Ukraine
Source: https://goo.gl/HNUza4
Forecasts of inflation in the
media in 2017
Heads of the largest advertising holdings of Ukraine took
part in the Kwendi Media Audit poll and have corrected
forecasts of the level of media inflation in 2017.
Compared to the previous forecast of media inflation in
2017/2016, published in January 2017, the estimates of
inflation of advertising on radio (from 19% to 29%) and OOH
media (from 34% to 52%) increased significantly.
Advertising market continues to show steady growth. We observe high inflation and budget
increasing in all media channels, but dynamic is different by clusters of Advertisers: TOP shows
flat or slightly budget growth while middle/small one drive Market and provide double growth vs.
2016. We expect that summer and autumn will be hot in all media channels. If economical and
consumption trends will stay positive another price increasing could be announced by sellers.
Maxim Pozhar, TV Buying Director Zenith Ukraine

27
Consumersmillennials.Retailers
willbepreparing
The division of competencies and a description
proposed based on the report “Measuring
Media Literacy” and the latest findings of
experts. However, changes in the media world
is very fast, so this model will have to adapt to
it so that it remains contemporary and
relevant.
Source: https://goo.gl/9ivv8A
Yuri Lishchuk, director of retail networks
"Nielsen Ukraine", tells how the consumers'
approaches to the choice of products change,
and how retailers should react in order to
keep loyal customers
Source: https://goo.gl/iX5SKa
Over the past year, between April 2016 and
March 2017, the market of soft drinks
(mineral water, sweet carbonated water, cold
tea and energy drinks) in Ukraine increased by
15.25% in monetary terms and by 4.7% in
terms of volumes sold Liters.
Source: https://goo.gl/g7gkqi
Literacyinthemedia:10
necessary competencies
Ukrainianmarketofsoftdrinks:
trends
Ukraine

28
Ukraine
Source: https://goo.gl/U6jlA0
Territory SDDLR excluded From the marketing
research «MMI Ukraine»
The decision to exclude SDDLR is a step towards improving the quality
of the advertising currency on the market. "Kantar TNS in Ukraine"
recommends that subscribers of the research use the percentage
distribution when analyzing data in the dynamics of 2016-2017 and do
not rely on indicators in thousands.
Source: https://goo.gl/U6jlA0
Russian media usage decreased in South and East
In these regions using purely Russian media last year decreased by an
average of 6% compared survey results for the six regions that
participated in both waves of research.

29
Mobile internet use will rise to 26% of global media
consumption in 2019, up from 19% in 2016, but still falling
short in dethroning traditional media such as newspapers,
magazines, broadcast TV, radio, cinema and outdoor
advertising.
Traditional media to remain dominant
while mobile strives ahead, says Zenith
Media
USCAnnenberg’s2017GlobalCommunications
Reportpredictsconvergenceofmarketingand
publicrelations
The USC Annenberg Center for Public Relations (CPR) has
released key findings from its second annual Global
Communications Report (GCR17). 87% of PR executives
believe the term “public relations” does not describe their
future.
Source: https://goo.gl/njcmzu
Source: https://goo.gl/K0NzQx
World

30
Whatdomillennialsthink?3
InsightsfromtheCEO9gag
In an era of authenticity, agility and
hyper-engagement, Sarah Brown asks
the beauty industry’s brightest stars
about what works and what doesn’t.
Source: https://goo.gl/2AEuLK
3 Insights from the CEO 9gag:
• Internet or Sex?
• Startup or 9 to 5?
• Vote or voice?
55% of consumers said that they make
aspirational purchases, like buying
designer items or expensive status
symbols, less often now than they did
just five years ago.
Source: https://goo.gl/G6LOz2
World
How to Build a Beauty Brand
in the Digital Age
Consumers abecomingmore
frugalandlessconcernedwith
statusitems.
Source: https://goo.gl/JkkvZP

31
the mood of consumers about brands that demonstrate
poor corporate significance or behavior was studied .
Infographic:How‘FakeNews’andBogusContentAre
ChangingtheWayConsumersLookatBrands
40% of consumers left the brand because
of the company's bad significanceNew research reveals shocking insights into the effectiveness of content
marketing, showing just how much branded content goes ignored and
unremembered by consumers.
Brandedcontentisforgottenby80%ofconsumers
Source: https://goo.gl/y8Cx8S
During the 2016 election, the term “fake news” became an important part
of the national discourse—and, in the process, helped increase the
public’s awareness of a larger fake economy.
Consumerswantmoreattentionfrombrands
duringandafterpurchaseprocess
The importance of personalization is highlighted in new
research commissioned by technology group Ricoh Europe.
Source: https://goo.gl/c0xekZSource: https://goo.gl/ZK2wPY
World
Source: https://goo.gl/24XxRE

32* Click on the image works as direct link to the Source

Media Market Digest Jan-May'17

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Media Market Digest Jan-May'17

Similar to Media Market Digest Jan-May'17 (19)

Recently uploaded

Recently uploaded (20)

Media Market Digest Jan-May'17