The main Media Market Trends & News we would like to share with you in this issue are the following: Zenith celebrates 30 years of pioneering and invention Five reasons why GSK picked Publicis for ITS media account StarLightStarLight introduces a new system of sales for TV commercials for 2019 Digital Market overview featuring recent changes and new Advertising possibilities o Google Search gets a slew of new features on its 20th anniversary o Instagram rumored to be testing a hashtag selector tool, geo-fenced posts Updated average costs of OOH In Ukraine

1. Media Market Digest
September 2018
Zenith celebrates 30 years of pioneering and invention
Five reasons why GSK picked Publicis for ITS media account

2. Agenda
StarLight Sales introduces a new system of sales for TV commercials for 2019 p.3-8
Adobe: 47% of smart speaker owners are using device in shopping process p.9-17
 Google Search gets a slew of new features on its 20th anniversary
 Instagram rumored to be testing a hashtag selector tool, geo-fenced posts
 In September Google launched new life events for targeting
OOH and Radio continue to show growth p.18-27
 Updated average costs of OOH In Ukraine
Zenith celebrates 30 years of pioneering and invention p.28-35
 Five reasons why GSK picked Publicis for ITS media account

3. Monthly News & Trends
TV

4. 4
Key facts
4%
Jan-Sep’18
in term of EqTRP’s vs
Jan-Sep’17
in EqTRP’s
Sep’18 vs Aug’18
In September 2018
SOR was 94%
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. Data owner is ITC. Processed by “CCM”
Subsidiary Enterprise
8%

5. • Cold AFB category shown seasonal
decrease vs August
o Driven by biggest advertisers
Pepsico, Coca-Cola, IDS Groupe
and Obolon’
• Decrease of Alcohol in September
was due to the summer season end
driven by beers group
• Hygiene category decreased activity
in sub-categories
o shaving accessories
o hygiene products
o personal care (mix)
TOP TV
Categories
284,1
91,1
85,4
65,2
51,5
48,2
47,5
45,8
33,9
29,8
Pharma
Food
Cosmetics
Trade
Cold AFB
Telecom
Confectionery
Hygiene
Detergent
Alcohol
6%
9%
13%
12%
13%
13%
19%
35%
-1%
-3%
35%
32%
37%
3%
-5%
-50%
-4%
-23%
-43%
2018 vs 2017 Sep’18 vs Aug’18
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50
50k+. ‘000EqTRPs. Data owner is ITC. Processed by “CCM” Subsidiary
Enterprise

6. 32,5
32,1
30,8
26,4
24,3
21,6
19,2
18,5
18,5
17,7
Procter&Gamble
Nestle
Pepsico
L'Oreal
Reckitt Benckiser
Pharmak
Kyivstar
GlaxoSmithKline
Vodafone
Carlsberg Group
• Procter & Gamble returned #1
position
• GlaxoSmithKline increased activity in
categories Pharma and Hygiene vs
previous month more then twice
• Carlsberg Group shown seasonal
activity decrease in groups kvass, the
museum, alcoholic beer, non-
alcoholic beer and low alcohol drinks
(miscellaneous) in September
• Nestle decreased due to activity fall
of baby food, confectionery (mix),
sauces and coffee
TOP TV
Advertisers
37%
11%
4%
84%
-10%
-15%
-3%
-37%
-8%
-3%
37%
14%
109%
50%
169%
2%
-9%
-23%
-31%
-77%
2018 vs 2017 Sep’18 vs Aug’18
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50
50k+. ‘000EqTRPs. Data owner is ITC. Processed by “CCM” Subsidiary
Enterprise

7. Ukraine & World TV
Monthly News
StarLight Sales introduces a new
system of sales for TV commercials
for 2019
The new system provides the ability to buy ratings for target
audiences of brands, new classes of advertising, new seasonal
factors and inflation at 45%
Source: https://goo.gl/kSQ7XA
BARB reports multiple-screen TV
figures for first time
BARB, the TV audience measurement body, has for the first
time started reporting the number of people watching
programmess across four different screen types
Source: https://goo.gl/SDQiLe

8. Ukraine TV Monthly News
The tender for the new telemetering
will be held in 2019. Kantar Media will
be the Nielsen’s competitor
Next year, the Industrial Television Committee is planning to
hold a tender for a new TV audience meter in Ukraine. The
competition of the American company Nielsen, which measures
television viewing now, will be made by the British Kantar
Media
Source: https://goo.gl/DGBJwt
How Kantar TNS is preparing to
participate in the ITK tender to
conduct telemetry
Naturally, the main task of Kantar TNS is to make research
that could be used to sell TV commercials. The company offers
TV channels not to abandon targeted, personalized TV
advertising on television broadcasts via the Internet
Source: https://goo.gl/C4h3aw

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

10. TOP-10
Display
2 494,9
764,9
396,8
394,2
365,3
359,8
244,3
217,5
217,4
216,5
Rozetka
Citrus
Wargaming
Allo
Ahmad Tea
Ukrbud
1xBet
Nestle
Foxtrot
Pari-match
7 333,1
1 411,2
1 227,2
1 152,1
966,8
751,7
620,0
460,9
388,0
360,0
Trade
Realty
Auto
Finance
Entertainment
IT
Telecom
Hot Beverages
Education
Alcohol
Source: C-metr TNS, ‘000 000 Impressions
TOPCategories TOPAdvertisers
Jan – Sep’18 Jan – Sep’18

11. TOP-10
Video
Source: C-metr TNS, ‘000 000 Impressions
TOPCategories TOPAdvertisers
Jan – Sep’18 Jan – Sep’18
912,7
401,0
337,5
290,3
244,9
241,7
223,1
216,9
169,6
153,2
Trade
Finance
Cosmetics
Confectionery
Food
Pharma
Entertainment
Alcohol
Cold AFB
Telecom
265,5
236,7
231,1
209,9
137,7
91,5
77,8
77,8
72,8
69,2
Rozetka
1xBet
Mars
Citrus
L'Oreal
Kyivstar
Pepsico
Reckitt Benckiser
Allo
Pari-match

12. Digital Monthly News
Snapchat launches multiple e-
commerce ad options in time for
holiday shopping
The company is making Shoppable Snap ads available to all
advertisers via its self-serve ad-buying platform, allowing
advertisers to import product catalogs to create ads automatically
from existing assets, and introducing new advanced pixel targeting
features.
Source: https://goo.gl/egHMkD
Adobe: 47% of smart speaker owners
are using device in shopping process
After a dozen or so consumer surveys about smart speakers in the
past year, we’re getting a good sense of how they’re being used.
The latest of these, out yesterday, is from Adobe. And it supports
the narrative that smart speakers are an important, emerging
commerce channel.
Source: https://goo.gl/gtksg1

13. Google Monthly News Google Data Studio comes out of beta
The company continues to develop new features for the reporting
product.
Google’s two-year-old free reporting and data visualization
platform, Google Data Studio, is now generally available.
Source: https://goo.gl/Pn2UCb
Google lets advertisers set custom
viewability criteria in Display &
Video 360
Unique Reach and Brand Lift reporting for video beyond YouTube
are also rolling out to all advertisers.
Google announced the launch of three new measurement features
for Google’s enterprise-level ad buying platform Display & Video
360 (previously known as DoubleClick Bid Manager). All three are
now rolling out globally.
Source: https://goo.gl/Miuj2v

14. Google Monthly News
Google Search gets a slew of new
features on its 20th anniversary
It's been 20 years since Google Search first arrived on the web,
and the company is updating its core product with a slew of new
features for the anniversary.
The throughline for the features is AI. Google Search now
anticipates and customizes much of your search experience
automatically, and it also uses AI on the back end to do things like
create relevant clips from videos.
Source: https://goo.gl/EqNhDR
Google began to massively transfer
sites to mobile-first indexing
This means that now the company's search algorithms will first of
all assess the relevance of mobile versions of pages, and in their
absence, the desktop versions.
Source: https://goo.gl/znArb6

15. Instagram new possibilities
Instagram rumored to be testing a
hashtag selector tool, geo-fenced posts
The company would not comment on possible features being
tested but did confirm it was not building a native sharing feature.
Instagram is rumored to be testing a number of new features
including a hashtag selector tool, the ability to geo-fence posts
and a video-tagging feature, according to a TechCrunch report.
Source: https://goo.gl/xMbdU6
Instagram rolls out Shopping in
Stories globally, launches Shopping
channel in Explore
Instagram is expanding Shopping in Stories globally and launching a
Shopping channel in its Explore tab. Since it began testing the
Shopping Bag icon in Stories this past June with a limited number of
e-commerce brands, the company reports more than 90 million
accounts per month have tapped on the shopping bag tag used in
posts.The newly released Shopping channel in Explore offers a
unique space where consumers will be able to find products from the
brands they follow and discover new brands.
Source: https://goo.gl/P7LZAK

16. Instagram is testing the Location History feature that
collects geolocation data and transfers it to Facebook,
which will be able to use it for advertising. Thus, advertisers
will be able to target ads depending on the location of
Instagram users.
Facebook new possibilities
3D photos in Facebook News Feed
Facebook is rolling out a “3D photo” feature that adds
depth to photos in News Feed (or VR headset.) It is simple
to create: select a picture, and Facebook turns it into a
pseudo-3D image that changes perspective slightly while
scrolling or tilting phone.
Source: https://goo.gl/iDSXEU
Facebook launched geo-targeting on
Instagram ads
Source: https://goo.gl/A67x9f
“This feature is supported only by iPhone with
dual cameras, for now”
“With the help of a new feature, it will be easier to
analyze user’s habits and offer them goods or
services depending geolocation”
Katherine Turko
Performance Content Head
Performics

17. Monthly Social & PPC News Instagram Introducing Nametag
Instagram launched personal identification card that gives
users quick access to interesting accounts by means of QR
scanning. This tool can facilitate the promotion of Brand
accounts by placing Nametag in other social networks, print
them on posters or flyers, or even produce goods with them.
Source: https://goo.gl/JQy1wM
In September Google launched new
life events for targeting
It can be used for Youtube and Gmail campaigns. Available Life
Events List:
• Business Creation
• College Graduation
• Home Renovation
• Job Change
• Marriage
• Moving etc.
Source: https://goo.gl/vC3Bty

18. OOH
Monthly News & Trends

19. 37,9
35,6
34,6
28,9
27,4
26,5
25,0
24,2
22,5
21,2
Epicenter
Fozzy Group
Sport Life
K.A.N. Development
Ukrbud
Metro
Samsung
Intergal-Bud
kompaniya
Toyota
Vodafone
84%
11%
24%
93%
26%
32%
39%
112%
13%
24%
518,9
351,0
194,8
181,6
67,3
66,4
64,7
63,2
58,7
49,4
Trade
Realty
Entertainment
Auto
Telecom
Medicine
Sport
Restaurants
Finance
Building
32%
16%
40%
28%
20%
30%
22%
29%
16%
60%
Source: Communication Alliance-OOH, Budget, Mln UAH.
Data is processed by “CCM” Subsidiary Enterprise
Jan – Sep’18
TOPCategories
• Fozzy Group got 2nd place
in TOP-10 thanks to
increased activity in
September which is
connected with motor
sport and grow activity in
group supermarkets
• The category Building
increased activity thanks
to the biggest companies
growth (e.i., Ukrbud, Kona
building alliance, BauGut,
Kovals’ka building groups)
OOH market grew
by 27% vs 2017 Jan – Sep’18
TOPAdvertisers

20. Study links OOH advertising with
increase in search and social media
brand activity
A new study conducted by Rapport, the out-of-home arm
of IPG Mediabrands, has drawn a direct connection
between Out of Home advertising and greater trust in
social media.
Source: https://goo.gl/GzSxQA
OOH industry expects 40% of annual
revenue from festive season
The ongoing festive season and the upcoming elections are
likely to fuel the growth of India’s OOH industry. Despite
the rise of other platforms, outdoor still commands a
special place in the media strategy of brands
Source: https://goo.gl/2XH6Hm
OOH advertising in world

21. Updated average costs of OOH In
Ukraine
From September 2018 all indicative costs per main
format/city in Ukraine were updated and available on
Source: https://goo.gl/FMsncH
British advertisers about the most
effective UN campaigns of the year
OOH media campaigns - especially their digital versions -
are trying to outdo each other. On the eve of the award
ceremony The Drum Out of Home Awards, the founder’s
publication wondered five judges about the most effective
OOH ad this year.
Source: https://goo.gl/ZZqSS5
OOH advertising

22. 22
Sky broadband launch series of
incredible OOH special builds
Cases
This summer saw the launch of Sky Broadband’s
unstoppable Wi-Fi Out Of Home campaign, launched
in partnership with Disney Pixar’s latest animation
‘Incredibles 2’
Source: https://goo.gl/TwrXN4
JCDecaux draw the curtain on the ‘ The
Kensington’
Innovation in outdoor advertising, JCDecaux has
commissioned the globally renowned Zaha Hadid Design
to create a landmark advertising structure in London. The
billboard integrates public art, contemporary design, and
digital media
Source: https://goo.gl/mDGNPd
Canada goose arrives at London’s St
Pancras in spectacular fashion
Canada Goose were present across Eurostar’s arrivals
platform in the fashion brand’s latest Out-of-Home
(OOH) campaign, which ran from September through
till October. The campaign marked the first time a
clothing brand has been present on the Eurostar
arrivals in London’s St Pancras station.The campaign,
planned and bought by Rapport and Initiative, also
featured references to London Fashion Week as well
as Design Week, which ran towards the end of
September
Source: https://goo.gl/ZQg7kQ

23. 23
Foodpanda partners with Laqshya Media
to create ‘crave party’ outdoors
Cases
The food delivery company and OMI, the OOH arm of
Laqshya Media Group, created some tongue-in-cheek
creatives in Mumbai and Pune
Source: https://goo.gl/98sAHT
Victoria Beckham marks her LFW debut
with DOOH
The fashion icon creates a spectacular showcase for her
brand on Landsec’s famous Piccadilly Lights
Source: https://goo.gl/XyZqUL
Ooh! Promotes bright pink lipstick day
with a personal twist
In the run up to Pink Hope’s Bright Pink Lipstick Day
this Friday, oOh! media is sharing the personal story of
a team members’ cancer diagnosis and running
adverts across its entire digital network, to help
promote the purchase of Pink Hope lipstick and raise
awareness of breast and ovarian cancer
Source: https://goo.gl/yNkqrJ

24. Monthly News & Trends
24
Print & Radio

25. Source: Communication Alliance-OOH, Budget, Mln UAH. Data is
processed by “CCM” Subsidiary Enterprise
Jan – Sep’18
TOPCategories
• Seldico has 1st place in TOP
10 thanks to decreased top
player L’Oreal in groups
skin and hair care products
• TOP 10 include 2 new
players – Louis Vuitton and
Dolce & Gabbana
o Dolce & Gabbana
increased in sub-
categories shops and
wears
Print decreased
by 2% vs 2017 Jan – Sep’18
TOPAdvertisers
62,0
46,1
41,9
30,5
20,9
19,1
11,5
6,1
5,6
4,0
Trade
Cosmetics
Entertainment
Pharma
Wear
Auto
Jewellery
Restaurants
Medicine
Home Appliance
18%
7%
35%
-9%
-14%
-2%
-30%
-22%
-36%
9,2
8,0
7,7
7,7
5,6
3,1
3,1
3,0
3,0
2,7
Seldiko
L'Oreal
Hexagone
Toyota
ChaneL
Maxx Royal hotel
Fitobiotehnologii
Yves Rocher
Louis Vuitton
D&G
11%
65%
51%
-2%
-30%
-7%
-17%
-43%
-10%
-5%

26. Print Monthly News
Ukrainian favorite magazine Viva!
celebrated 14 years
All 14 years Viva! invariably pleases his readers with
incredible interviews, photo shoots and the hottest news,
and also became a symbol of the most fashionable social
events of the capital's beau monde
Source: https://goo.gl/P9jAAM

27. Source: Communication Alliance-OOH, Budget, Mln UAH.
Data is processed by “CCM” Subsidiary Enterprise
Jan – Sep’18
TOPCategories
• The category Alcohol has
five out of ten players in
TOP-10 i.e.
o Bayadera
o Crimean Wine House
o Poltava Distillery
o Get’man
o Megapolis
• Realty decreased activity in
group of operations with
living quarters despite
growth in group sale and
purchase of apartments
Radio grew by
15% vs 2017 Jan – Sep’18
TOPAdvertisers
98,9
58,0
42,2
32,2
29,2
25,4
19,9
18,6
14,3
5,7
Alcohol
Entertainment
Trade
Food
Auto
Realty
Jewellery
Pharma
Finance
IT
27%
7%
27%
32%
13%
102%
5%
40%
49%
-18%
31,0
16,0
12,2
12,0
11,5
11,0
9,0
8,2
7,9
7,8
Bayadera
Victor & Co
Stolichnaya Jewellery Factory
Crimean Wine House
Poltava Distillery
ORBI GROUP
Get'man
Gidrosend
Zolotiy vik
Megapolis
2%
33%
259%
161%
129%
58%
-32%
-24%
-13%
-25%

28. Research & Trends
Monthly. Ukraine & World

29. Zenith celebrates 30 years Zenith celebrates 30 years of
pioneering and invention
Zenith is named a market ‘Leader’ by Forrester in its
Global Media Agencies Wave report
Evaluated across 23 different criteria, Zenith was
recognized for its “vision to master the newly converging
media and commerce landscapes” and for our
“investment in e-commerce, personalization, marketing
consulting, automation, AI and data visualization skills
and tools”.
Source: https://goo.gl/voziue
“It is a big pride to be part of a great history of Zenith - over the years the agency
has been proving its unique positioning of ROI agency and working out the most
effective solutions to drive business of our clients. I am glad that throughout this
time we continually reinforce clients partnerships as key business partner, focused
on growth strategy and smart innovations to meet future-facing changes. I believe
that Zenith connects brilliant talents in a collaborative approach and inventive spirit
to be unstoppable together”
Maryna Grygorenko
Managing Director of
Zenith Ukraine

30. IAB Ukraine Entry into the programmatic
Check in Google the meaning of the word “programmatic” is a
matter of a few clicks. However, most of the proposed definitions
are designed for a savvy audience, and the reader, who
understands this topic from scratch, will be more difficult to
navigate them. Therefore, Media Detector chose the most
interesting of the lectures on the programmatic from the
organization IAB Ukraine, which aims to develop interactive
advertising in Ukraine
Types of fraud in the programmatic
and how to deal with them
Traffic is cheated when buying advertising in programmatic
software in several ways. When demand exceeds supply, there is a
temptation to make money on the ignorance of other people and
sell them low-quality traffic. The term "fraud" (from the English.
Experts suggest interpreting “fraud” as a type of fraud in the field
of information technology, namely unauthorized actions and illegal
use of resources and services in communication networks
Source: https://goo.gl/A8dGv2
Source: https://goo.gl/sw4nxQ

31. News in Ukraine
Nestle Ukraine та Publicis amaze
wonderful chocolate
Publicis Ukraine has created a package for the new line of
premium chocolate Svitoch Exclusive
Invisible advertising or what is the
viewability of digital advertising
In media advertising they often talk about such an
indicator as viewability. They tell in more details about
what is the indicator of visibility of advertising, how and
why advertisers evaluate it in their campaigns
Source: https://goo.gl/4S89QB
Source: https://goo.gl/WTD9tE

32. News in World
Five reasons why GSK picked Publicis
for ITS media account
GSK consolidating its estimated $1.7 billion global media buying
assignment with Publicis Groupe effective next year certainly looks
like one of those every-three-year, procurement-driven exercises
popular among marketers based in Europe. But there's far more to
it than that, says Marc Speichert, global chief digital officer for the
U.K.-based marketer of such brands as Aquafresh, Theraflu and
Nicorette.
Brands that care, or How to get
closer to the consumer
Supporting environmental initiatives, inclusive content,
transparency - how global brands like Adidas use social values to
connect with consumers
Source: https://goo.gl/FzQMbS
Source: https://goo.gl/14Hgmq

33. DMEXCO 2018
Obsession on clients DMEXCO 2018
On September 12-13, a digital conference and exhibition
DMEXCO took place in Cologne. Six insights – Influencers,
E-sports, Digital, Personalization, Content is still the king
and Ukraine's market is small
Source: https://goo.gl/X76hyZ
“Besides increasing attention to Voice Search and permanent argument on
mobile apps – are they must-have or not, I’ve noticed 2 interesting facts:
• There was a big variety of different online payment services integrators
• Total absence of pure CPA and Affiliate marketing companies
I can understand the first thing – world is continuously searching for new
and more comfortable ways of online payments. It’s a mainstream trend
now. The second thing - CPA - is a consequence of mass addiction with
another abbreviation – Cost-Per-Install”
Dmytro Melinyshyn
Performance Media Head
Performics

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goes
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34
Email marketing
Trends 2018
10 steps to the right
event [Infographic] Use of colors
in logos
Influencer Commerce
Study Brand take a stand
The State of Customer
Loyalty in 2018

35. Thank You!
With support of: