Vizeum Monthly Media News_Feb_2017_ENG

1
MONTHLY
MEDIA
NEWS
February, 2017

TVMARKET.JAN-FEB2017
Source: Nielsen Ukraine, All 18-54 50К++, excluding social/political ads, entertainment and Mass
media, Zeonbud advertiser (Т2) and Telemaster.com.ua
2
WGRP
Changings, rating
points
Jan-
Feb'16
Jan-Feb'17 Changes, %
Pharma 0 75 128 75 286 0%
Food and groceries +2 17 329 21 480 24%
Trade +4 14 038 19 642 40%
Communication -2 23 722 14 009 -41%
Non-Alcoholic Beverages 0 15 260 12 494 -18%
Hygiene
+3 11 040 12 306 11%
Cosmetics +1 11 208 12 189 9%
Entertainment -2 14 482 11 880 -18%
Alcohol -6 20 902 9 603 -54%
Confectionaries +2 5 891 9 315 58%
Transport 0 6 124 6 586 8%
Household chemical -2 6 331 5 348 -16%
Perfumes 0 2 311 2 986 29%
Household appliances +1 1 990 2 680 35%
Work and education +4 1 276 2 350 84%
Total - 241 111 233 481 -3%
TOP CATEGORIES
• Activity decrees to 3% compared to the dame period previous
year;
• Pharm sector holds leading position in those period with the
activity of 2016 level;
• Food and groceries took second place by rating increase to 2
points, because of the high activity of Nestle, Danone, Oleina and
others;
• The largest growth was shown be Work and Education category
(84% increase) and Confectionaries (58% increase). Alcohol
drop its position to 6 points down
* If detailed information is needed, please contact us

TVACTIVITYDRIVERS
3
Significant increase in Jan-Feb was shown by further categories:
+84% +58%
Work and Education
Main activity was made by Rabota.ua.
Confectioneries
Main drivers:
• Mondelēz, Ferrero and Nestle, which are amplify their
activity compared to previous year

TVMARKET.JAN-FEB2017
Source: Nielsen Ukraine, All 18-54 50К++, excluding social/political ads, entertainment and Mass
media, Zeonbud advertiser (Т2) and Telemaster.com.ua
4
WGRP
Changes, rating
points
Jan-
Feb’16
Jan-
Feb’17
+/-
Nestle & L'Oreal 0 17 430 17 405 0%
Farmak 0 9 776 9 421 -4%
P&G 0 7 685 7 153 -7%
Rozetka.ua +5 4 921 5 836 19%
Vodafone (MTS) +10 3 646 4 260 17%
GlaxoSmithKline +23 2 088 4 209 102%
Sanofi-Aventis +10 3 527 4 177 18%
Reckitt Benckiser -2 6 418 3 911 -39%
Unilever +2 4 623 3 884 -16%
Ukrtatnafta +3 4 256 3 807 -11%
Beiersdorf +3 4 206 3 695 -12%
Natur Produkt Vega - - 3 613 -
Foxtrot +12 2 427 3 573 47%
Kyivstar GSM -4 4 817 3 571 -26%
Arterium +1 3 627 3 489 -4%
Local advertisers
TOP ADVERTISERS
• Nestle & L'Oreal are constant leaders on those period, and
Farmak despite of activity decrease by 4% took second place in
2017 rating;
• 5 new advertisers appears in TOP-15 rating in the beginning of
the year;
• Natur Product Vega went on air with active support of its
brands Parusan, Lacalut, Pharma Theiss etc., but Foxtrot
actively promoted range of products in co-branding with
appliance manufacturers;
• Sanofi-Aventis, GlaxoSmithKline, amplify their media support
in a cold season, and Arterium, with slight activity decrease
took last place in rating

WEEKLYTVACTIVITY.2017
5Source: Nielsen Ukraine, All 18-54 50К+, excluding social and political ad and mass media
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0
5
10
15
20
25
30
35
40
45
1 2 3 4 5 6 7 8
Ths, WGRP 2017
2016
Alliance
1+1 Group
Total
TV activity in the beginning of the year exceeds
2016 level.
Compared to the previous year, the curve without
dramatic fluctuation, what emphasized the
relevance of TV placement, even in the traditionally
quiet post-holiday period.
The fillability of ad units shows an increase from the
6th week. 1+1 group shown the biggest sold out.
Sold Out

LEGISLATIONCHANGES
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In Verkhovna Rada was registered new bill about 75% quota of Ukrainian language on TV
In Verkhovna Rada was registered bill “About changes in several Ukrainian laws about audiovisual (digital) mass media languages”.
The bill offers:
• To establish that for TV and radio broadcasting organizations the quota of Ukrainian language shows and/or films will be no less than 75%
during the day in each of the time intervals: from 7.00 to 18.00 and from 18.00 to 22.00
• For appropriate regional and local TV companies establish mandatory 50% share;
• Film/show is considered to be performed in the Ukrainian language, if all the speeches of the announcers (presenter) are performed in this
language. However, it is permissible to use without reporting the reports from the places of events that are not accompanied by commentaries
or other textual accompaniment of the host, broadcasts of the appearances of the invited participants in the program, as well as musical
works.
The specified obligations concern only the TV and radio organizations which in accordance with the terms of licenses carry out ether and multi-
channel (digital) broadcasting using radio frequency resources.

MEDIANEWS.TV
8
Media group Ukraine created one news brand
“Segodnya”
The informational content of TV channel, news paper and web page
will be combined to the one informational brand “Segodnya”.
The purpose of new brand is to convey the necessary information to
viewers and readers in a timely and convenient way for them, while
responding for its quality.
Also show “Segodnya” will replace “Sobitia” on TV channel “Ukraina”
and will broadcast on Ukrainian language (except releases on 19:00)

MEDIANEWS.TV
Another Russian TV channel was banned in Ukraine
The National Council of Television and Radio Broadcasting of Ukraine
excluded the Russian thematic channel “Ohotnik I ribolov” from the list
of adapted broadcasters for the popularization of the special services
of the aggressor country.
The National Council was trying to ban this channel previous year,
having confused it with the broadcaster “Ohota I ribalka”, but still ban
second one (the channel broadcasted original Russian advertising).
Thus, the number of banned Russian channels in Ukraine has
increased to 78. And in adapted list last only 4 channels with formal
Russian license: “Top Shop TV”, “Nashe lubimoe kino”, “Zoopark”,
“Eurokino”
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MEDIANEWS.TV+INTERNET
Kvartal TV “settled” on DIVAN.TV
Interactive service DIVAN.TV gave to its subscribers access to new
entertainment channel “Kvartal TV”. The broadcast offers projects by
“Kvartal 95” such as TV shows, films, serials, entertainment programs
of Ukrainian and foreign producers.
“Kvartal TV”- entertaining channel which is oriented to the young audience with
sense of humor and with active lifestyle.
Divan. TV – international interactive TV service for different devices: smart.TV,
tablets, smartphone, consoles, PC. The service is available in 200 countries
without contracts and additional appliance.
10

MEDIANEWS.SOCIALNETWORKS
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VKontakte itself will manage the placement of
advertising in large communities
Vkontakte launched new system of advertising placement and
monetization for large communities (number of followers 500K+).
Instead of direct placement, communitie`s admins will get an
opportunity to earn money from Vkontakte for publishing sponsored
posts in community and newsfeed. Moderation and targeting will be
made by Vkontakte representors. The purpose of new system is to
improve quality and effectiveness of advertisement in communities.
The company is promise that quantity of ads won`t raise.

MEDIANEWS.SOCIALNETWORKS
Odnoklassniki will launch new format – Canvas
Odnoklassniki now testing new format Canvas – new type of
sponsored post in mobile app, which is look like full screen page with a
content.
The page can consist of 7 screens and different interactive elements:
autoplay videos, sliders, panorama photo, and active buttons.
New format gives an opportunity for brands not only show advert
message, but also engage users by interaction with content in game
form without switching to website.
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MEDIANEWS.INTERNET
13
Internet publisher The Village renew its work
The Village is back to Kiev, but this time by franchise. Such decision
Look At Media holding explains by stabilization of Ukrainian ecomony.
And it`s not about Russian subsidiary in Kiev, but about franchise
which was bought by advertising agency “April Media”
Kiev The Village will publish content in Ukrainian.

MEDIANEWS.INTERNET
Internet publisher INSIDER start working again
Since February, the publication has resumed work, reporting this on its
Facebook page. The report says that nothing has changed in the
editorial policy and in the ownership structure of the project.
A year ago the publication stopped working. One of the reasons was
named the recoupment of the online project by advertising.
Now the site is working in a test mode, because for a long time no
technical work has been done on it.
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MEDIANEWS.ООН
15
Advertisement on road signs will be banned
New version of Government Standard of Ukraine “Road safety. Road
signs. General technical conditions. Rules of use” is now in action.
On road signs advertisement is now forbidden . It`s actual for text and
graphic information. Previously, there was no such requirements.
Thus, by the end of 2017 all road signs which are non-compliant
should be replaced or disassembled.

MEDIANEWS.ООН
16
Ads and trailers in cinemas want to replace by
Ukrainian short films
This autumn in Ukrainian cinemas instead of trailers and ads before
the film will be possible to see Ukrainian short-films.
In the near future there will be competition where 20 best films will go
to production. And in autumn they can in placed in cinemas and then
on TV.
The project author thinks that this initiative will stimulate growth of
cinema`s visitors.

The new radio-channel ZEMLYA is launched
The new modern Ukrainian music channel ZEMLYA began its
broadcast. The channel opened by Old fashioned Radio.
This radio project has three channels for now - Show & Music with
talk-shows, Jazz & Blues and Rock.
The radio will play music of Ukrainian bands, musicians and solo
performers around the clock, without restrictions on styles and
directions. Later on the channel will be added programs and shows
dedicated to culture and music.
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MEDIANEWS.RADIO

WORLDMEDIANEWS.INTERNET
19
Innovations from YouTube
YouTube allows third party to check its metrics
Google will allow Media Rating Council trace the changes on channel, to ensure the accuracy of the statistics of viewers for advertisers . MRC will
audit like three independent metrics companies (Moat, Integral Ad Science and DoubleVerify) collect data that measure the viewing of video ads
on YouTube. These audits will be appreciated by everyone: from the technology used and before they are processed.
YouTube removing the most annoying ad
The company will stop supporting 30-second unskippable ads, and will focus on formats that are effective for both the audience and advertisers.
In this case, 15 and 20-second unskippable ads, will remain. This innovation should help to improve the experience with user interaction.

WORLDMEDIANEWS.SOCIALNETWORKS
20
News from Facebook
Facebook allows publishers to show more ads in Instant Articles
Facebook will give more freedom for publishers in Instant Articles by manual and automotive settings opportunity for monetization. Now they can
show more ads in publications. The ad can be set manually by providing word limits or automatically after each 250, 350 or 500 words.
Facebook will provide new opportunities for video ad buying
The social network will offer for advertisers three new variant of ad`s buying in Facebook, Instagram and Audience Network:
• completed view buying (full view) – payment for only those video ads which were fully viewed (to 10’);
• two-second buying (2 sec. view) – payment for ads in case if 50% pixels of ad during 2 consequent seconds were viewed;
• sound-on buying (with audio) – payment for ads with switched on sound.

WORLDMEDIANEWS.SOCIALNETWORKS
21
Ads in Instagram Story are possible to buy
separately
An advertiser can buy only Instagram's Story inventory and no
other Instagram or Facebook inventory, while still using
Facebook's targeting.
Previously ads in Stories were possible to buy only by choosing
reach objective in Facebook.

WORLDMEDIANEWS.ООН
Red London booths received a modern redesign
Recognizable phone booths, which, along with double-decker buses
were symbols of London, appeared in a new guise thanks to the
company New World Payphones.
New black booths are equipped with Wi-Fi access points and touch
screens that will provide information for tourists.
Advertising, placed on the displays, will help keep the booths 4 times
more efficient. And for every dismantled box and installation of a new
planted tree.
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MERCEDES#YOUDRIVE
Problem: low interest of Mercedes-Benz brand by drivers` aged 25-44, was a huge marketing problem during new A-class car launch.
Idea: give the stimulating experience with Mercedes-Benz cars using interactive narration.
Resolution: The story took the form of an exciting game of cat and mouse, during which the musical superstar tries to get to a secret concert
with the help of a professional female driver. The video contains all the components of a good drama: the plot, characters and action under the
threat of failure. At the end of the first episode, the driver faced a choice, and the viewer was invited to "drive" the next part of the story to help
resolve the dilemma. With the help of Twitter, viewers were able to direct the story of the hashtag of an action that they would prefer to see next.
The next break during the TV show the same evening there was a 40-second version of the continuation of the story, chosen by the majority of
the audience.
Results:
• Raise of organic search in Google by 360%;
• A-class models page views increase by 130%;
• 3,8 mln. visitors of YouDrive on YouTube;
• Hashtag #YOUDRIVE was used 103 mln times during campaign;
• 41% warm clients from 25 to 44 y.o.
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IKEA:THEGREATSLEEP
Problem: A good sleep is very important in order to stay healthy. And for good sleep you need good matrass.
Unfortunately, the Germans use their mattresses twice as long as recommended. They sleep on the same mattress for more than 15 years
instead of the prescribed 6. It was necessary to change this behavior and increase sales of IKEA mattresses.
Idea and resolution: Awaken the desire to have the perfect bed and make people talk about a good dream with the help of an advertising
campaign. On the Internet, a survey was conducted in the IKEA community about human habits during sleep. The four contestants were selected
for IKEA Great Sleep Experience. The winners were invited to collect the bed of their dreams and spend the night in a breathtaking place that is
perfect for their sleeping - in a warm, cold, soft or hard.
Results:
• 18 mln web site visitors;
• 1 mln views;
• Sales increase by 34%.
25

PEDIGREEFOUND
26
Goal: Convey the mission of the brand "Making the world better for dogs and
their owners.“
Idea and Resolution: The thought of a possible loss of his/her dog causes fear
among all the owners. Nevertheless, this is a problem that innovations have not
yet touched and everything still ends with posters "The dog is missing. “Since
the company aims to make the world a better place for dogs, PEDIGREE offered
dog owners the world's first service for help during the disaster - was developed
a PEDIGREE Found application, using which only by pressing one button can
you send a message about the loss of the dog to everyone within a radius of 2.5
km.
Results:
• App was downloaded by 10% of dogs owners;
• The brand was reached the maximum market share in the last 5 years.

THERE'SNOBIGGERPRIZETHANSHARING
Goal: restore the old traditional connection between Loteria de Navidad (the Spanish
Christmas lottery) and emotions associated with this historic rally (except for
economic gain).
Idea: Christmas is an emotional holiday, during which people exchange and enjoy
bright moments together with family and friends. Mutual support - that's what the
Christmas spirit is, and Loteria de Navidad is an opportunity to share them.
Resolution: Use a national campaign with a wide split of channels, use social
networks to report the main message that each lottery number is divided into ten.
Therefore, families, friends and colleagues can buy tickets with the same number and
if they win, then all together. This feature created a large-scale social phenomenon:
everyone bought lottery tickets to share the numbers with their loved ones.
Results:
• Sales increase by 5%;
• Sales of lottery tickets €110 million;
• +5.5М sold lottery tickets.
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Vizeum Monthly Media News_Feb_2017_ENG

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Vizeum Monthly Media News_Feb_2017_ENG