Media Market Digest Jan-Nov'17

1
November 2017
Media Market Digest
TV fell by 1% vs Jan-Nov 2016 p.2-6
• 1+1 media is launching Ukrainian version of “Paramount Comedy”
channel
New digital possibilities p.7-14
• YouTube is launching its own take on Stories
OOH & Radio shown growth vs 2016 p.15-24
Global Trends and Forecasts p.25-31
• UAC summed up the results of 2017 and made a forecast for the
market development next year
• Media inflation in 2018

3
Final passed with index
17,1% 18-54 50+,
16,5% 18-54 All and
20,7% 18+ All
Jan-Nov’2017 in term of EqTRP’s
vs Jan-Nov’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 96%In Nov’2017
In line with 2015 November Sold-Out level
Nov’17 vs Oct’17
in EqTRP’s1%
3%

4
 Food category decreased vs previous month due to
lower Nestlé activity of such brands as: Mivina,
Novaro and Torchyn
 The drop in the Telecom category is driven by
decrease of top advertisers : Vodafone, Kyivstar and
Lifecell vs same period 2016
 Entertainment category decreased due to lower
investments of top advertisers:
• STB reduced activity by 5 times as result of
concert shows lower support
• StarLightMedia group – by 4 times
369,9
102,7
101,8
74,
57,7
53,4
52,2
51,9
35,9
34,4
Drugs
Food
Cosmetics
Trade
Hygiene
Confectionery
Telecom
Cold AFB
Entertainment
Detergent
TOP TV Categories
8%
5%
3%
10%
8%
0,2%
2%
0,3%
30%
25%
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000EqTRPs. Data owner is ITC. Processed by “CCM” Subsidiary Enterprise
34%
6%
11%
7%
11%
1%
36%
21%
32%
2%
2017 vs 2016 Nov’17 vs Oct’17

5
58,1
44,1
43,9
29,4
28,4
26,4
26,3
22,3
21,2
20,8
Procter&Gamble
Nestle
Pharmak
Reckitt
Benckiser
L'Oreal
GlaxoSmithKline
Kyivstar
Sanofi
Unilever
Beiersdorf AG
TOP TV Advertisers
19%
10%
101%
3%
1%
13%
2%
10%
5%
13%
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000$EqTRPs. Data owner is ITC. Processed by “CCM” Subsidiary Enterprise
39%
27%
44%
22%
13%
26%
10%
10%
70%
28%
 Pharmak showed seasonal increase driven by
means for cold and flu & means for cough
 Sanofi increased activity thanks to Enterojermina,
Festal and Pinosol
 L’Oreal increased activity of all its brands with
L’Oreal & Vichy exception vs previous month
2017 vs 2016 Nov’17 vs Oct’17

6
MonthlyNews
1+1 Media together with Viacom is launching a joint project – youth
entertainment channel with strong cult content «Paramount
Comedy». This is Ukrainian adaptation of the popular international
comedy channel, which has collected the best foreign sitcoms,
comedy series, feature films, sketches and animated series.
“Paramount Comedy – is the best world TV humor in Ukrainian
language for Ukrainian TV viewer”
Source: https://goo.gl/C46nCr Source: https://goo.gl/aWKSVb
1+1mediaislaunching Ukrainianversionof
“ParamountComedy”channel
Foradvertisers,TVreignssupremeinreachand
effectiveness

8
388,4
369,2
257,7
243,7
180,7
179,7
166,0
141,5
138,1
133,0
Beiersdorf AG
Citrus
Kyivstar
PepsiCo
L'Oreal
Mars
ROZETKA
Nestle
Unilever
Coca Cola
1 221,5
967,8
658,4
417,0
400,8
354,2
343,2
316,7
302,2
251,4
Trade
Hygiene
Food
Telecom
Cold AFB
Alcohol
Enterteiment
Drugs
Auto
Confectionery
Jan-Nov 2017
Source: Gemius Ad Real, MLN Impressions.
Data is processed by “CCM” Subsidiary Enterprise
Jan-Nov 2017
TOPCategories
TOPAdvertisers
VOD Trends

9
Jan-Nov 2017
Source: Gemius Ad Real, MLN Impressions.
Data is processed by “CCM” Subsidiary Enterprise
Jan-Nov 2017
TOPCategories
TOPAdvertisers
Display Trends
8 400
3 115
1 795
1 531
1 267
1 264
932
899
886
859
ROZETKA
Citrus
Allo
LeBoutique
Mellowads
Group
Markason
RST
Amazon
OLX
Google
31 579
5 188
3 924
2 766
2 625
2 322
1 914
1 745
1 157
1 094
Trade
Enterteiment
Finance
Auto
IT
Tourism
Media
Realty
Telecom
Hot Beverages

10
Traditional media's share of total media spend is expected to tip to a
minority this year with digital ad spend overtaking TV spend for the first
time, according to studies from Zenith and eMarketer.
In its Advertising Expenditure Forecast, Zenith has found that global internet
ad spend will grow 13% to reach US$205 billion this year. It will attract 36.9%
of all ad spend, up from 34% in 2016. Traditional television will attract a
lesser figure of US$192 billion. The report does not say if this figure is in
growth or decline on last year.
MonthlyNewsDigitaladspendtoovertakeTVin2017
In2018thedigitalmargin28%oftheUkrainianadvertisingmarket
Source: https://goo.gl/i1unhf
The Ukrainian Advertising Coalition unveiled its annual forecast for the
development of the advertising market. The Ad Coalition expects the growth
of advertising budgets in all its major areas - TV, digital, radio and so on.
The highest growth - 30% - is expected in the segment of the digital. The
same themes of growth were also in 2017
Source: https://goo.gl/j3nXLZ

11
Instagram is giving brands a new reason to invest in producing higher-quality
Stories.
Called Stories Highlights, these collections of past Stories can be cobbled
together from the Stories posts that Instagram will now automatically save to
an account’s private in-app archive of posts it has published; accounts can
disable this auto-archiving feature.
InstagramnowletsbrandsfeatureStoriesHighlightson
theirprofilepages
Source: https://goo.gl/24RL7L
It’s time for the year-end lists, and here’s a fun one—the 2017 YouTube Ads
Leaderboard, featuring the most-watched ads on the video platform this
year.
You’ll recognize many of the spots, from Super Bowl commercials (Mr.
Clean, Kia, Budweiser) to well-known celebrity spots (Natalie Portman for
Miss Dior, Dwayne “The Rock” Johnson” for Apple).
The10MostWatchedAdsonYouTubein2017
Source: https://goo.gl/VaKN98
MonthlyNews

12
Even YouTube is adding Stories. The popular format introduced by
Snapchat, then adopted by Instagram, Skype, Facebook, Messenger
and even some dating apps, is now making its way to YouTube as a
new feature the company is calling “Reels.” To be clear, Reels is
YouTube’s spin on Stories, not an exact copy. And Reels won’t live at
the top of the app, as Stories do on Instagram – instead, they’ll appear
in a brand-new tab on a creator’s channel.
Facebook has launched a new version of its Messenger app for kids,
giving parents complete control over what their children see.
Messenger Kids is being trialled in the US as a standalone app that
does not require a main Facebook profile - allowing children under
the age of 13 to use it.
The app is controlled through a parent's Facebook account, from
which contacts can be added and approved.
Facebooklaunchesparent-controlledappMessengerKids
for youngchildren
Source: https://goo.gl/gAtgD5
YouTubeislaunchingitsowntakeonStorieswithanew
videoformatcalled‘Reels’
Source: https://goo.gl/Rxa6Fb
MonthlyNews

13
Advertisers can reach more than 2 billion people around the world through Facebook, but
it’s hard to do so. So Facebook is trying to make it easier.
Facebook rolled out new features to lower the barrier for brands to advertise internationally.
The four new features span an option to streamline campaigns aimed at audiences that
speak different languages to tools that can be used to find audiences that may be in many
different places.
People can now enter virtual reality through their traditional Facebook News Feeds.
Less than a month after Marketing Land reported that Facebook was testing web-based VR
within News Feed posts, on Friday the social network debuted examples of brands that have
developed VR apps that people can interact with through Facebook’s standard site and
mobile apps. Facebook has labeled these VR-enabled posts as “360 experiences.”
Facebookdebutsweb-basedVRexperienceswithinstandardNewsFeed
Source: https://goo.gl/aosXWr
Facebookmakesiteasierforadvertiserstoreachpeopleinternationally
Source: https://goo.gl/qkzd91
MonthlyNews

14
Not content with merely launching its own take on Instagram and Snapchat’s Stories,
Skype today is adding another copycat-like feature to its app: photo stickers. The
company says it’s introducing new “Photo Effects” (as it’s calling these stickers), which
include things like face masks, decorative borders, witty captions, and more.
SkypelaunchesPhotoEffects
Source: https://goo.gl/dU95LR
Facebook Messenger is coming to businesses’ own websites. The social
network announced today the launch of a new customer chat plugin
into closed beta, which will allow customers to talk directly with businesses
on their websites using Messenger, and continue those conversations
across web, mobile and tablet devices.
FacebookreleasedtheMessengerpluginforbrandsites
Source: https://goo.gl/1TfVrf
MonthlyNews

16
30,3
26,0
25,3
21,0
19,9
19,5
19,1
19,0
17,4
16,4
Fozzy Group
Riel
Sport Life
Ukrbud
Nestle
Metro
Toyota
Epicenter
Samsung
Vodafone
26%
117%
51%
300%
226%
83%
133%
67%
50%
2%
381,0
295,1
139,9
137,0
53,7
48,5
48,5
47,9
47,5
30,0
Trade
Realty
Auto
Entertainment
Telecom
Sport
Medicine
Finance
Restaurants
Building
56%
81%
90%
45%
8%
73%
85%
6%
65%
78%
 Telecom increased
activity thanks to
Ukrposhta rebranding
support in 2017
 Finance is driven by
OTP & Unicredit banks
while Privat decreased
twice vs prev. year
 Epicenter continue to
reduce it’s activity
year by year from
2014
Source: Communication Alliance-OOH, Budget, Mln UAH under constant av. market discount. Data is processed by “CCM” Subsidiary Enterprise
OOHmarketgrewby61%vs2016
Jan – Nov 2017Jan – Nov 2017
TOPCategories
TOPAdvertisers

17
Monthly News
Source: https://goo.gl/JVoBNc
Whydigitalout-of-homeadvertisingisnotreallydigital
Digital out-of-home advertising (DOOH) is predicted to hit 50% of all
outdoor revenue by the end of 2017, while the number of digital
screens in the UK has increased from 2,056 in 2009 to over 17,000 in
2017 thanks to investment of around £100m.
Programmaticoutdooradvertising:Anessentialnextstep
ornecessaryevil?
Source: https://goo.gl/asyvVM
Digital is about capability. Think of it as an online screen on the
street. Once this potential is fully realised and our understanding of
audience deepens, so too will the shift to something more closely
related to serving impressions at a given location and specific time.

18
Monthly News
2.7billionhryvniaforoutdooradvertisingin2017-
growthcontinues.
Source: https://goo.gl/bHsRNQ
Forecast and outlook of outdoor advertising. Why outdoor
advertising is more effective than other media
OutdooradvertisingintheworldandinUkrainein
2018
Source: https://goo.gl/xZ2Jyh
Reducing equipment, rising prices and non-standard formats

19
AustralianadvertisingNutellaisableto
determinethemorningmoodof
people
Source: https://goo.gl/htzaVn
Out of home, the Nutella campaign supports
the introduction of a limited product series
to the Australian and New Zealand markets
with labels appropriate to the morning mood
AdvertisingSportExpertsforcedmetro
passengerstowarmup
Source: https://goo.gl/4TJYpg
The idea of the action is to encourage
passengers to climb the stairs rather than
use an escalator. According to the organizers,
physical activity is important everywhere,
even in the subway, and people should
realize this
Boldnessinoutdooradvertising.How
itworks?
Source: https://goo.gl/n6n72h
Simply and boldly, this campaign is successful
where many fail. Advertising, capable of at
least a little, but change the attitude to the
advertising world
Monthly News

20
New Non-Standard formats
Format: indoor
(shopping center)
video screen
Geography:
Dnepr, Kyiv
Format: interactive
print in press
Format: interactive
monitors in Uber for
passengers
Format: indoor
interactive stand

21
Monthly News & TrendsMonthly News & Trends

22
13,1
12,8
9,6
8,0
7,7
6,3
6,1
6,0
5,0
4,2
L'Oreal
Seldiko
Hexagone
ChaneL
Olaynfarm
Toyota
Fitobiotehnologii
Philips
Yves Rocher
Russkaya Liniya
11%
37%
26%
4%
42%
28%
160%
30%
100%
17%69,7
62,9
49,8
45,7
27,1
24,8
11,5
11,1
8,8
8,3
Trade
Cosmetics
Entertainment
Drugs
Wear
Auto
Jewellery
Restaurants
Home Appliance
Medicine
2%
10%
5%
64%
22%
3%
3%
2%
4%
6%
 The highest increase in
Wear category is
shown by Hexagon
supporting its brands
Max Mara, Prada and
others
 L’Oreal continue to
decrease vs 2016 &
showed seasonal
decrease in November
Printmarketdecreasedby3%vs2016
TOPCategories
TOPAdvertisers

23
Source: https://goo.gl/p9PN4X
During the first year of the law on quota for songs and programs in Ukrainian
on radio (November 2016 - October 2017), Ukrainian radio stations
broadcast on average 38% of songs in Ukrainian and conducted 85% of the
programs in Ukrainian. At the same time, the indicators of regional and local
radio stations are higher than national ones.
Radiostationsbroadcastonaverage38%ofsongsinUkrainianand85%of
transmissionsinUkrainian-theNationalCouncil
All radio stations National radio station Local radio station
85%
(overfulfilment of quota in 35%)
81%
88%
38%
32%
44%
Volume of introduction of programs in Ukrainian language
Volume of introduction of songs in Ukrainian language

24
43,0
19,2
17,2
15,5
14,6
13,3
10,4
9,6
7,4
7,3
Bayadera
ORBI GROUP
Victor & Co
Get'man
Megapolis
Zolotiy vik
Shustov
Natur
Produkt
Crimean
Wine House
Gidrosend
147%
100%
34%
30%
97%
21%
131%
60%
92%
48%
111,3
81,3
48,3
40,3
38,7
36,3
29,0
15,2
14,2
8,9
Alcohol
Entertainment
Trade
Realty
Auto
Food
Drugs
Jewellery
Finance
Restaurants
90%
38%
2%
100%
42%
43%
49%
27%
34%
16%
 Auto category
showed increase
thanks to:
• new player Hankook
• Suzuki activity
relaunch
• growth of Peugeot
Citroen, Renault,
Hyundai
 Jewellery category
drivers are:
• Metropolitan
Jewelry Factory
• Zolotiy vik company
Radiomarketgrewby36%vs2016
TOPCategories
TOPAdvertisers

26
Experts from the All-Ukrainian Advertising Coalition
summed up the results of 2017 and made a forecast for the
market development next year.
Source: https://goo.gl/r1pL28
"Black Friday" in 2017 became surprisingly successful for
Ukrainian retailers of home appliances and electronics. For
the week of November 20-26, which fell on the "black
Friday" this year, sales growth was 80% (as compared to
the previous week).
Ukraine
"BlackFriday"hasincreasedsalesby80%inthe
technologyandelectronicsmarket.
Resultsof2017
Source: https://goo.gl/dBDLDg

27
Heads of the largest advertising
holdings of Ukraine - Publicis Groupe
Ukraine, Dentsu Aegis Network
Ukraine, Omnicom Media Group
(Media Direction и Optimum Media),
ADV Ukraine and Group M. corrected
forecasts of media inflation for 2017
and 2018
Source: https://goo.gl/AviXEr
Source: https://goo.gl/MjxF84
The International Association of
Marketing Initiatives has prepared for all
market players an excellent gift. The
results of 2017 and the forecast for
2018 can be considered a worthy end to
the year of the outgoing and optimistic
plans for the year to come.
Ukraine
Forecastsofmediainflationfor2017
and2018
Theforecastofmarketingservices
marketdevelopmentfor2018
After a sharp drop in the third quarter
of 2015, the consumer confidence
index is gradually growing and returned
to the level of indicators at the
beginning of 2014 (58) - showed the
results of the study of The Nielsen
Global Consumer Confidence and
Spending Intentions Survey in the third
quarter of 2017
Source: https://goo.gl/GSRmNP
Theindexofconsumerconfidencein
thethirdquarterof2017

28
2017 year was beginning of transformation in media.
Transformations occur not only in the advertising market, but
also in client businesses.
For media agencies, digital expertise becomes not just a
separate area of competence, but one of the main links in the
development of strategies aimed at achieving business goals of
customers. Anticipating this trend and the need of customers
for integrated solutions, we went further, and within the
framework of the Open Source philosophy, we provide
comprehensive solutions to the business objectives of our
partners, which include the full range of marketing services.
Julia Gerasko, Blue 449, summed up
the outgoing year
Source: https://goo.gl/tPDWTE
MonthlyNews

29
A few insights about the future of
marketing:
• context replaces advertising
• the goal becomes the heart of
marketing
• PR becomes collective
• automation
• chat bots take over
Source: https://goo.gl/4VFA3w
Source: https://goo.gl/DtdZGe
Forrester estimates that spending on
social media advertising will grow to $
40 billion by 2021, and this segment will
account for the bulk of revenue from
display advertising. Most of this growth
will be provided by Facebook.
World
5megatrendsofmarketingfor2018 Themarketofmediaadvertisinginthe
USwillgrowby70%by2021
Depositphotos has identified 10 main
trends that will play a leading role in
the world of visual communications:
• new reportage photo
• ideal strangers
• self-expression through travel
• deadpan-style phot, etc.
Source: https://goo.gl/d8nSB7
10maintrendsinvisual
communicationsin2018

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

Media Market Digest Jan-Nov'17

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