The main Media Market Trends & News we would like to share with you in this issue are the following: Brief TV Market overview o Ukraine's transition to on-air digital television is postponed again Digital Market overview featuring recent changes and new Advertising possibilities o Research: smartphone-audience of Ukraine is 41% of the population o In AdWords the version history of the ad became available o Google launches Reach Planner for YouTube & video ad forecasting in AdWords OOH & Radio shown growth vs 2017 o New inventory of Digital OOH in Kyiv o Kyiv radio stations will start broadcasting in T-DAB format

1. Media Market
Digest
March 2018
TV increased by 4% in Jan-Mar’18 vs Jan-Mar’17 p.2-7
• Ukraine's transition to on-air digital television is postponed again
New digital and content possibilities p.8-18
• Research: smartphone-audience of Ukraine is 41% of the population
• In AdWords the version history of the ad became available
• Google launches Reach Planner for YouTube & video ad forecasting in
AdWords
OOH & Radio shown growth vs 2017 p.19-28
• New inventory of Digital OOH in Kyiv
• Kyiv radio stations will start broadcasting in T-DAB format
Global Trends and Forecasts p.29-33
• Advertisers invest more in digital to drive brand growth

2. TV
Monthly News
& Trends

3. Ukraine leads in 3
audiences:
18-54 50+, 18+ 50+ and 14-49 50+
Jan-Mar’18 in term of EqTRP’s vs
Jan-Mar’17
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 73%In Feb’2018
In line with 2016 & 2017 Sold-Out level
Mar’18 vs Feb’18
in EqTRP’s4%
-7%

4.  Food category grew thanks to top players
activity increase: Nestle, Wimm Bill Dann,
Dairy Alliance, Zhytomyr meat-packing plant
vs previous month
 Telecom category fall due to top players
decrease – Kyivstar, Vodafone, Samsung
electronics vs same period 2017
 Hot Beverages category is driven by Jacobs,
Sucafina and Nestle vs previous month
• Sucafina relaunched brand Ambassador
143,3
31,9
28,5
20,8
15,3
15,2
11,6
10,1
8,7
8,2
Pharma
Cosmetics
Food
Trade
Confectionery
Hygiene
Detergent
Cold AFB
Telecom
Hot Beverages
18%
9%
16%
13%
67%
-3%
-6%
-1%
-44%
-34%
85%
10%
4%
28%
74%
-26%
-17%
-19%
-28%
-13%
2018 vs 2017 Mar’18 vs Feb’18
TOP TV Categories
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000EqTRPs. Data owner is ITC. Processed by “CCM” Subsidiary Enterprise

5. 13,9
12,2
11,4
11,0
9,8
7,9
7,9
7,5
7,1
7,0
Procter&Gamble
Pharmak
Reckitt
Benckiser
Nestle
L'Oreal
Gledfarm
Sanofi
Arterium
Unilever
GlaxoSmithKline
46%
38%
6%
34%
11%
-5%
-24%
-40%
-5%
-7%
13%
11%
8%
-36%
-5%
-43%
-50%
-30%
-10%
 Procter & Gamble took 1nd place in the top
thanks to resumed activity in categories
Pharma and Detergent
 4 players in Pharma category showed
seasonal activity fall vs previous month:
• Pharmak, Arterium and GlaxoSmithKline
decreased activity in sub-category
remedies for cold and flu
• Pharmak, Arterium and Sanofi decreased
activity in sub-category gastroenterological
means
2018 vs 2017 Mar’18 vs Feb’18
TOP TV Advertisers
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000EqTRPs. Data owner is ITC. Processed by “CCM” Subsidiary Enterprise

6. Oh hi! Please put an image in this box
otherwise puppies will cease to be cute
MonthlyNews
The process of Ukraine's transition to on-air digital
television is delayed again. The date of switching off the
analog format television was postponed to the spring
2019.
Source: https://goo.gl/9CRzvG
Ukraine'stransitiontoon-airdigitaltelevisionis
postponedagain
Top-channelsofFebruary:thrice"Ukraine"
According to the results of February, the television channel
"Ukraine" is in the lead in three audiences of the traditional
study of the MB Top-channels of the month.
Source: https://goo.gl/eC7CQd

7. Oh hi! Please put an image in this box
otherwise puppies will cease to be cute
BARBtomeasureviewingacross4screens
BARB has confirmed it will commence the measurement of
programmes across four screens in UK: TV sets, tablets, PCs
and smartphones from September 2018
ACRwillkicktheaddressablerevolutioninto
overdrive
Whereas an addressable ad buy tells brands who they’re
paying to reach, ACR (automated content recognition)
data tells them whether those folks actually viewed their
ad
Source: https://goo.gl/K2TD86
MonthlyNews
Source: https://goo.gl/fgLWyc

8. Digital
Content|SEO|eCommerce
Monthly News & Trends

9. 489,8
398,6
196,4
120,6
79,7
76,8
72,0
66,4
59,2
57,0
Rozetka
Ria
Ahmad Tea
Citrus
RST
Foxtrot
Allo
Facebook
Ukrbud
Lycamobile
1 472,4
215,1
206,7
192,5
190,0
187,0
158,4
114,3
85,0
71,8
Trade
Hot Beverages
Realty
Finance
Entertainment
Auto
Telecom
IT
Education
Tourism
Source: C-metr TNS, ‘000 Impressions
Jan – Mar ’ 18
TOPCategories
TOPAdvertisers
Jan – Mar ’ 18
Display Trends

10. 41,6
22,0
15,7
7,0
6,3
5,2
4,9
4,0
4,0
3,9
Rozetka
Ria
Citrus
Allo
Binotel
1xBet
Pari Match
L'Oreal
RST
Mars
99,0
16,6
15,6
14,6
11,7
8,3
8,0
7,9
7,9
7,8
Trade
Finance
Telecom
Entertainment
Cosmetics
Pharma
IT
Auto
Alcohol
Confectionery
Source: C-metr TNS, ‘000 Impressions
Jan – Mar ’ 18
TOPCategories
TOPAdvertisers
Jan – Mar ’ 18
VOD Trends

11. Ukraine is still lagging behind Western countries in terms of smartphone
audience, but since 2015, the penetration rate of smartphones is
growing rapidly. According to Google Consumer Barometer today,
smartphone owners are 41% of all offline and online population of
Ukraine
Research:smartphone-audienceofUkraineis41%
ofthepopulation
MonthlyNews
According to a new set of estimates from eMarketer, native advertising
will comprise nearly 60 percent of display spending this year in the US.
According to the report, mobile, social and Amazon are the growth
drivers behind this shift
Nativewilldominatedisplayspendingin2018
Source: https://goo.gl/to4kP1
Source: https://goo.gl/xLBmWs

12. MonthlyNews
The tool suggests ad format mixes and
provides reach estimates based on campaign
objectives and budget inputs. Currently in
beta, Reach Planner in AdWords is designed
to help media planners and advertisers
forecast the reach and frequency of video
campaigns on YouTube and the video
partners on the GDN
GooglelaunchesReachPlannerforYouTube
&videoadforecastinginAdWords
Source: https://goo.gl/TR9yGG
Google began to translate sites into mobile-
first indexing. Now the search algorithms of
the company will first of all evaluate the
relevance of mobile versions of the pages,
and in the absence of them, desktop
versions. Google noted that most people use
mobile search
Googlebegantodeploymobile-firstindexing
Source: https://goo.gl/ReXAap
GoogleturnedonExchangeBiddingservicefor
allDoubleClickforPublishersclients
Source: https://goo.gl/BB85kr
The Exchange Bidding service is available to all
customers of the integrated platform for
displaying DoubleClick for Publishers (DFP)
advertising. With Exchange Bidding, publishers
can increase their revenue by allowing multiple
ad exchanges to compete with each other and
DoubleClick Ad Exchange in a single auction

13. 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.
YouTubewillincreasethenumberof
advertisementsbetweenmusicvideos
MonthlyNews
With the latest TrueView offering, brand advertisers run their
shorter video ad assets, including bumpers, as skippable units.
Google’s YouTube introduced a new skippable option for short-
form branding ads called TrueView for Reach
YouTube’snewTrueViewforReachoption
makesbumperassetsskippable
Source: https://goo.gl/jN95bK
Source: https://goo.gl/eoYzqX

14. In Google AdWords, you can see the history of your ad
versions and the performance data for each one. A new
version of the declaration is created each time the user
makes changes to the current version and saves the result.
Version history allows you to see how the ad looked before,
and how effective it was.
InAdWordsthe versionhistoryoftheadbecameavailable
Source: https://goo.gl/vXC8dA
Facebook plans to make changes to the advertising
metrics it reports in a move that will give advertisers
greater transparency into the way they measure
campaign performance. The metrics will help marketers
with paid and organic social campaigns as well as those
related more to search within the site.
MerchantCenter(beta)becameavailableinUkraine
Source: https://goo.gl/fZAHCX
MonthlyNews
Alexandr Lozenko
E-Commerce Head
It's really great opportunity to get more high convertible
search traffic to web-shops. Our tests show high efficiency of
the new instrument

15. MonthlyNews
Exclusive: Facebook said that it will stop showing
audience reach estimates in any campaign using
Custom Audience targeting.The move comes after
a research team from Northeastern University
notified the company through Facebook’s Bug
Bounty program about a potential privacy
vulnerability it identified with Custom Audiences
Exclusive:Facebookwillnolongershowaudience
reachestimatesforCustomAudiencesafter
vulnerabilitydetected
Source: https://goo.gl/SMBWhr
In April, Facebook will launch a subscription
service for the creators of video content. So
social network plans to attract bloggers from
other platforms - in particular, from YouTube
Facebookintroducesasubscriptionfor
videoblogersfor$5permonth
Source: https://goo.gl/8mYitt
Facebookwillrequireadvertiserstorequest
permissiontoadvertise
Source: https://goo.gl/waw9g4
Users will be able to refuse advertisers to
provide data. The world's largest social
network Facebook is developing a new tool
for its special program Facebook Audiences.
The update will allow users to consent or
refuse to process personal data that
advertisers use to generate promotional
offers

16. MonthlyNews
«Augmentyourreality!»-Facebookintroducesnewoptionofits’camera
Source: https://goo.gl/SjFEup
Target tracking – it is new augmented reality feature from Facebook. It lets people
launch AR experiences by pointing their phone at an image. This feature is in a
closed beta for developers for now, however Facebook users can check out simple,
animated experiences on posters from Ready Player One and A Wrinkle In Time. A
toolkit for developers should be released publicly later this spring
FacebookMessengerupgrade–HDvideosand360-degreephotossending
Facebook released a small but interesting update to Messenger that makes the app a
bit better for sharing photos and videos: support for 720p video and 360-degree
photos. It gives Brands an opportunity to share high-resolution footage as long as it’s
been captured in advance, either from camera roll or the News Feed
Source: https://goo.gl/ZDPXex
It becomes easier for a Brand Page to share meaningful
footages in a direct communication with users. If you launch
an activity within Messenger, try to imagine what information
is meaningful to your audience and be ready to share it in
Advance
Katherine Turko
Performance Content
Head
New way of AR Brand communication via packaging and
promotional materials is here to come. Don’t hesitate to use new
technologies while launching a new campaign. Users get more
reach experience. And Brands - make it unforgettable

17. Instagram has introduced hashtag and profile
links in bio. Now when you include a # or @ in
your bio, they become live links that lead to a
hashtag page or another profile. It follows
previous Instagram knowhow «ability to follow
hashtags»
MonthlyNews
Instagramhashtagandprofilelinksinbio–tell
moreaboutyourself!
ShoppingonInstagram–exploreproduct
withasingletap!
Source: https://goo.gl/5PibWX
Shopping posts give people access to
pricing and product details both within the
Instagram feed and through the Shop
button on business profile
Source: https://goo.gl/7v1dn4
Instagram is building a new data portability tool,
giving an opportunity to download a copy of
what you’ve shared on Instagram, including
photos, videos and messages. This tool makes it
much easier for users to leave Instagram and go
to a competing social network
Instagram–downloadyourcontentwithoutany
sideapps
Source: https://goo.gl/tNC9G8
Available only in certain countries,
this tool is soon to come to Ukraine.
Brands should keep it in mind to be
ready to start. Product cards at
Facebook Business Pages, Web
pages optimized to share Data with
Instagram Business Account is a
must have for 2018-2019 Katherine Turko
Performance Content
Head
Try to focus on your
Audience’s interests to
receive organic traffic
and new followers to
your Business Page
The evolution moved from square to landscape
and portrait content, and now full screen
Stories. Instagram has announced that when an
advertiser uploads creative that is square or
landscape, Instagram will automatically
transform it to fit full screen
InstagrammakesStoriesadvertisingeasierwith
automaticfull-screensupport
Source: https://goo.gl/ehgSrn

18. MonthlyNews
SkypecallrecordingwithnewContentCreator
mode!
Source: https://goo.gl/7xXdis
Skype is finally getting a call-recording feature. It should be noted that Skype isn’t
building its own recording software but relying on third-party apps, including
Xsplit, Wirecast, and Vmix. Windows 10 and Mac users will be able to record calls
in “Content Creators”. Users can pick which third-party software they prefer and
start recording. Livestream a call on your YouTube channel or Twitch stream,
import audio files into editing tools like Adobe Premiere Pro
SnapchathasreleaseditsspecialLensesfor
iPhoneXusers
Apple teased iPhone X-exclusive AR Snapchat Lenses and the app is
finally releasing them. Only iPhone X users will be able to see the three
lenses that are available today, thanks to the TrueDepth front-facing
camera of the devices
Source: https://goo.gl/QJb5PU
Katherine Turko
Performance Content
Head
At least we can face a new era of communication thanks to
Skype Inc. If your brand’s experts are located in different
geography, just connect them via Skype, make a record
and suggest to your followers an extra profit from
communication with the Brand

19. OOH
Monthly News &
Trends

20. 20,4
12,6
9,3
9,1
9,0
8,8
8,7
7,6
7,5
7,2
Sport Life
Fozzy Group
Samsung
K.A.N.
Development
Ukrbud
Metro
Riel
Intergal-Bud
kompaniya
Epicenter
Toyota
64%
32%
91%
87%
60%
40%
29%
135%
66%
22%
164,9
121,8
64,6
53,9
25,0
23,3
21,4
21,1
17,0
12,7
Trade
Realty
Entertainment
Auto
Sport
Telecom
Medicine
Restaurants
Finance
Building
43%
43%
56%
48%
31%
35%
46%
107%
6%
 K.A.N. Development
took 4th place in top
10 due to increased
activity in Realty
categories
• New brands
Respublika and Pearl
of the Dnieper
 Epicenter is driven by
category Trade vs
same period
Source: Communication Alliance-OOH, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
Jan – Mar ’ 18
TOPCategories
TOPAdvertisers
Jan – Mar ’ 18
OOH market grew by 42% vs 2017

21. AuditofOOHmeasurementin2018Y
Source: https://goo.gl/EYa1b4
Igor Lazarev, Director of Analytics of PRIMEGroup, was appointed by Industrial
Committee for Outdoor Advertising as Head of the Technical Department for the
second year. The main task of the Technical Committee in 2018 will be to audit
the measurement of passenger traffic in Outdoor
OOHmobileappwaslaunchedinMarch
Source: https://goo.gl/FM3t7K
As a result of digitalization processes in Ukraine OOH, new mobile app for Outdoor
planning was launched in March, 2018 by one of Top Supplier on the market –
Perekhid Outdoor – in cooperation with ADV.VG developer. It helps you to choose
free OOH sites on your mobile device using current free inventory in the market
Monthly News

22. Monthly News
Source: https://goo.gl/M66yVz
NewinventoryofDigitalOOHinKyiv
As result of OOH reduction process in Kyiv after New Rules of OOH regulation in Kyiv were
approved, many OOH owners replace static sites to dynamic ones. This process leads Digital OOH
implementation in places previously installed static billboards. For example, already one appeared
in Kyiv’s airport – new Digital Network Panels was launched in February, 2018 by one of the main
Suppliers in OOH - RTM. Next steps – Boulevard Shevchenko, one of the main street in Kyiv. RTM
will launch Digital OOH panels in April, which will be consist of 32 high-quality 75’’ Ultra HD
screens 24/7 with 10sec spots purchase
Source: https://goo.gl/zTDdc3
5thOutOfHomeForumin
KyivwillbeholdatApril,26
The main topics of it – discuss trends in Outdoor
market, efficiency in OOH, influence of creative
communication, cooperation between media
agencies and Clients

23. Monthly News
Source: https://goo.gl/QaubNe
Manymediaagenciesbelievethisis
goingtobetheyearofOOH
OOH has always been an indispensable platform for marketers, with two major characteristics that differentiate it from all other media. The
first is its big, bold presence in physical space, the defining characteristic of the medium. The second is that it’s the only major advertising
medium that is not content-driven, but rather real estate-driven. Now, thanks to the rapidly increasing digitization of the OOH medium, the
ascendance of smart cities, consumer expectations for responsive experiences and an explosion of location data, advertisers and media
agencies are fundamentally changing their perception of OOH advertising. They start thinking about OOH campaigns like publishers now:
delivering utility content like transit updates, weather and news that informs consumers on their daily journeys; local content like trending
places, fun facts and upcoming local events; cultural content like art collections, poetry and local history; seasonal content oriented around
heritage months or holidays; and even premium entertainment content

24. Monthly News
Source: https://goo.gl/2fvWND
FromOscar-nominatedfilmtointernetmemeinOutdoor
The billboard industry thanked the film for bringing attention back to
billboards after Oscar-film "Three Billboards Outside Ebbing, Missouri"
victory. Firstly, Outdoor Advertising Association of America, Inc. have
placed billboards in New York, Los Angeles and North Carolina with the
inscriptions: "This billboard deserves an Oscar", "On behalf of billboards
around the world - thanks" and "Four Golden Globes"
Also, this meme was used in London https://goo.gl/T6vF9N
and even in Russia https://goo.gl/JsW75H

25. Oh hi! Please put an image in this box
otherwise baby otters will cry
25
Print & Radio
Monthly News & Trends

26. 4,2
3,5
3,5
2,3
1,4
1,3
1,2
1,2
1,1
1,1
Seldiko
L'Oreal
Hexagone
ChaneL
Philips
Maxx Royal hotel
Toyota
Voyage hotel
Yves Rocher
D&G
27%
34%
91%
-4%
-30%
-1%
-23%
-5%
-16%
-24%
20,8
19,3
12,9
11,3
7,3
4,8
3,6
2,1
1,9
1,7
Trade
Cosmetics
Entertainment
Pharma
Wear
Auto
Jewellery
Restaurants
Medicine
Alcohol
8%
2%
2%
16%
-6%
-10%
-2%
-24%
-3%
-8%
 Trade category took
the 1st place in the top
thanks to the increase
of Intimissimi,
Hexagone, Seldiko and
Guccio Gucci activity vs
previous month
 Toyota has 7th place in
top thanks to
presentation of a new
model
 Dolce & Gabbana grew
thanks to increased
activity in store group
Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
TOPCategories
TOPAdvertisers
Voyage hotel
Jan – Mar ’ 18 Jan – Mar ’ 18
Print market decreased by 4% vs 2017

27. TOPCategories
7,0
5,1
3,8
3,6
3,1
3,0
2,5
2,5
2,4
2,2
Bayadera
Victor & Co
Stolichnaya
Jewellery Factory
Poltava Distillery
Megapolis
Get'man
Crimean Wine
House
Zolotiy vik
Gidrosend
Olimp
34%
36%
305%
113%
25%
59%
1115
%
-27%
-24%
27,7
19,5
11,9
10,0
8,9
7,7
6,8
6,3
3,4
2,2
Alcohol
Entertainm
ent
Trade
Food
Auto
Pharma
Realty
Jewellery
Finance
IT
53%
44%
7%
60%
8%
100%
84%
32%
68%
-2%
 Alcohol category
drivers are 6
players: Baydera,
Megapolis, Poltava
Distillery, Get’man,
Crimean Wine
House and Olimp
 Crimean Wine
House resume 7th
place in top thanks
to 3 times activity
increase
Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
TOPAdvertisers
Jan – Mar ’ 18 Jan – Mar ’ 18
Radio market grew by 31% vs 2017

28. Oh hi! Please put an image in this box
otherwise puppies will cease to be cute
Source: https://goo.gl/daXHiw
Meeting of the National Council for Television and Radio Broadcasting took place. The Office summed up the results of
the competition for broadcasting in the digital standard T-DAB in Kiev, which was announced back in December
KyivradiostationswillstartbroadcastinginT-DABformat

29. Research & Trends
Monthly. Ukraine & World

30. World&Ukraine
Global advertising confidence rising rapidly, 4.6% growth forecast
for 2018. Amid growing industry speculation about cuts to digital
advertising budgets, Zenith has found no evidence that
advertisers as a whole are shifting budgets away from online
advertising – in fact, its share of global advertising expenditure
continues to rise rapidly.
Source: https://goo.gl/cWXAD3
Advertisersinvestmoreindigitaltodrive
brandgrowth
The portrait of a typical potential client who applies for PR
services on outsourcing is as follows: it is a Ukrainian company, a
representative of medium-sized business from the B2B sector,
which deals with the supply and sale of products and has a fairly
large experience in the market
Source: https://goo.gl/8A16VA
PublicityCreatingmadeupa"portrait"ofapotentialclient
intheUkrainianPRmarket

31. Source: https://goo.gl/MAkhcP
The consumer confidence index in Ukraine is growing for
the fifth consecutive quarter, pointing to a slow but sure
recovery of the moods of Ukrainian consumers
Theindexofconsumerconfidencein
Ukraineisgrowing
ThemostefficientUkrainianmedia
brands
Source: https://goo.gl/kZu2MX
The purpose of research is to identify the potential of
popular media as platforms for spreading ideas or facts,
their ability to attract the attention of the audience to their
content in the Internet net and provoke online (and
eventually offline) discussion.

33. Thank You!