2. TV market. April 2016
Source : Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media 2
TOP categories
• 11% activity growth comparing to the same period of last year;
• Almost all categories showed a positive dynamics of activity
strengthening;
• Pharma hold a leadership position the second straight year during
this period and strengthen leadership;
• Products took the second place in the rating due to lots of
groceries advertisers-producers activization;
• Computer Technologies category is in January-April TOP-15 for
the first time due to UkrTelecom and Volia own services support
and equipment support by TM Lenovo
WGRP
Changes,
rating points
Jan-Apr'15 Jan-Apr'16 Changes, %
Pharma 0 111 844 119 023 6%
Products 2 41 358 48 553 17%
Communications -1 45 684 46 888 3%
Alcohol -1 41 572 39 764 -4%
Non-alcoholic beverages 0 39 735 34 535 -13%
Entertainment 1 19 982 27 608 38%
Trade -1 23 208 26 870 16%
Cosmetics 1 12 874 23 065 79%
Hygiene -1 17 132 21 567 26%
Transport 1 10 876 15 697 44%
Confectionary -1 12 394 15 404 24%
Household Chemicals 1 9 518 11 010 16%
Finance -1 10 227 7 731 -24%
Computer Technologies 3 2 869 5 534 93%
Household appliances -1 5 239 4 671 -11%
TOTAL - 431 889 480 000 11%
3. TV market. January-April 2016
3
WGRP ALL 18+ 50K+
Changes,
rating points
Jan-Apr’15 Jan-Apr’16 +/-
Nestle & L'Oreal 0 33 274 36 215 9%
Mondelez Ukraine (Kraft Foods) 1 12 776 14 674 15%
Farmak 1 12 004 14 484 21%
P&G 8 7 440 12 758 71%
Reckitt Benckiser 1 11 007 12 527 14%
UkrTatNafta 4 7 709 10 186 32%
Global spirits 27 2 932 9 211 214%
Unilever -3 11 303 8 634 -24%
Kyivstar GSM 2 7 557 8 531 13%
Vodafone (MTS) -2 8 655 8 211 -5%
Beiersdorf 21 3 148 7 542 140%
Rozetka.ua 3 6 872 7 491 9%
Sanofi-Aventis 0 6 957 7 335 5%
Novartis -12 13 194 7 036 -47%
Danone 30 2 116 6 573 211%
Local advertisers
Source : Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media
TOP advertisers
• Almost all advertisers stabilized and increased over again their
level of activity, that had been losing in 2014-2015;
• Global spirits resumed its brands active support and showed
activity growth by 214%;
• Danone had increased advertising activity in several times and
leapt 30 positions in rating to reach the TOP-15;
• Beiersdorf have risen by 21 rating points and entered into
leaders due to Nivea brand advertising support;
• Nestle & L'Oreal and Farmak hold leadership the second
straight year by increasing activity comparing to the same period
of last year
4. Weekly TV activity. 2016
4Source : Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media
0
5
10
15
20
25
30
35
40
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18
Thousands, WGRP
2015 2016
TV activity is recovering after a negative
last year trend and showing permanent
growth mostly during the whole period,
except 17-18 weeks
5. Changes in TV panel
5Source
New parameters of TV panel entered into force on May 1
Changes in TV viewing research happened on May 1, 2016: updated controlling and weighting parameters entered into force and optimization of
the sample size was made.
Updated controlling and weighting parameters are estimated due to the second wave of establishment survey, which was conducted in Q’1 2016.
Sample for 50K+ cities had 6 179 households, 50K- 2 909 households. 8 706 households were interviewed by the face-to-face way, 382
households – CATI interview.
Number of households decreased from 3 570 to 2 840 or by the 20%. At that, number of households in 50K+ cities decreased by 22%, in 50K-
cities and villages by 18%. From the technical point of view “weight” of households and respondents will change, in other words households and
respondents from shortened TV panel will answer for a bigger number of real households and TV viewers.
6. Changes in TV panel
6Source: Agency estimation
Possible consequences of sample size changing
Vizeum Ukraine Agency’s experts analyzed present innovations and made the following forecast of possible consequences:
• Rating variations wouldn’t be significant or will be unimportant, also changes in coverage will be minimum for big channels. Inventory wouldn’t
decrease with great probability, maybe, it’ll even slightly grow comparing to the same period of last year;
• Increase of the respondents “weight” can impact on little or niche channels. Variation of ratings (as channels’, the same advertising blocks’
ratings) should be expected on such channels. Variations of coverage and affinity are possible, especially on “narrow”* and “complex” target
audiences with a little respondents sample.
Shortening of the panel has happened since May,1 and felt on May holidays with non-standard TV viewing. For preliminary concludes on
shortened TV panel functioning minimum 2 weeks data with normal TV viewing is needed. That’s why estimation about work of shortened panel
and all changes will be possible to do not earlier, than in the last days of May/the beginning of June.
• As a “narrow” target audiences are meant TAs, where additional parameters, which don’t refer to control under establishment survey are used. TAs with initially a
little number of respondents (about 100-300) refer too.
7. Changes in legislation
7Source
The toughening of prohibition of Russian films
broadcasting
President enacted a law in draft "About introduction of amendments to
Cinematograph Act of Ukraine (in relation to state-aggressor’s films)"
on April 20.
Law in draft’s goal is improving of the legal mechanics of protecting
national security of Ukraine in the informational sphere by limiting any
forms of propaganda in the country, which state-occupier uses.
Norm about prohibition of films broadcasting, which had been
produced by state-aggressor’s physical and legal persons and don’t
contain popularization or propaganda, now extends to the films which
were produced and (or) for the first time were published after January
1, 2014.
9. Other media trends. TV
9Source
Ukrainian channel of international broadcasting UA | TV
started broadcasting in Latvia
Latvian telecommunications company "Baltcom" included Ukrainian
channel of international broadcasting UA | TV into "Digital TV" and
"Interactive TV" packages at the beginning of April.
“Baltcom” was founded in 1991 and over 25 years became one of the
leading providers of electronic communications services in Latvia.
Company provides own services all over the national territory.
Multimedia platform of international broadcasting of Ukraine (MPIBU) was
launched in October 1, 2015. As part of the platform, UATV channel went on the
air instead of UTR satellite TV channel. Broadcasting realizes from three satellites
and in the Internet on its own YouTube channel.
10. Other media trends. TV
10
Two Polish TV channels received permission for
broadcasting in Ukraine
The National council on television and radio broadcasting included
polish channels into the list of adapted foreign broadcasters: movies
and TV shows Kino Polska International and musical Kino Polska
Muzyka International, Sonar company is this channels distributor.
Both channels broadcast in Polish language. Advertising wouldn’t be
on the air, the volume of broadcasting is 23 hours per day.
Also the National council made a decision about HD-version of Food
Network & Fine Living Network TV channels adoption.
Source
11. Other media trends. TV
11
Source
Source
Source
New channels launch
• Launch of the first channel about IТ
ІТ-volunteers officially launched the first Ukrainian TV channel, which is devoted to information technologies – BrainTV. The main channel’s goal
is to provide free access to educational IT content and strengthen Ukrainian IT market brand in Ukraine and abroad. TV channel can be viewed
on the official BrainTV website or in the OTT-service Divan.TV network.
• The first documentary TV channel will be launched in Ukraine
TRC “Corisne TV” got a license for satellite broadcasting with logotype EPOQUE. Broadcasting will be provided since May. TV channel format is
scientific-educational with cognitive and historical programs demonstration. Content is planned to be bought at “Media Group Ukraine” media
holding and Ukrainian production studious, also in-house production will be launched within a year.
• FILM.UA Group and Star Media launched satellite channel
LLC “Dorosli kanaly” obtained a license for satellite channel BOLT launch. Channel faces will be not TV anchorman, but series heroes such as
Niuhach, major Dikiy and others. Content is national production and it’s oriented to male audience in middle age. Also thematic programs about
world of the films and series will be available. Advert isn’t foreseen yet.
12. Other media trends. TV
12
“Nashe kino” TV channel changed title and country-
proprietor
“Nashe kino” TV channel, which is included into list of the foreign
programs, whose content satisfies European convention about
transboundary television requirements and Ukrainian legislation, will go
on air as “Nashe liubimoe kino”.
Besides, Germany became country-proprietor (previously Great Britain
was).
Program conception remained without changes, feature and
documental films and series of soviet times compose content.
Source
13. Other media trends. TV
13
Widening of the list of prohibited Russian TV channels
The national Council on television and radio broadcasting excluded
Russian TV channels “RTG TV (Russian Travel Guide)”, “Retro” and
“Kinoclub” from the list of foreign programs which are permitted for
retransmission on Ukrainian territory.
Films with participation of faces, who endanger national safety of
Ukraine were fixed on “Retro TV” and “Kinockub”. Also “RTG TV” has
mentioned Crimea as a part of Russia for many times.
Also LLC “Reklamnaya televisionnaya grooppa”, which is a distributor
of the set of channels, independently decided to refuse from Russian
TV channels “Nostalgiya” and “Kto est kto” because of its
inconsistency with Ukrainian legislation.
Source
Source
14. Other media trends. TV+Internet
14
MEGOGO launched new interactive channels
Users across 10 countries, where service is working, have access to 5
new interactive HD-channels – Praim, Luibov, Epoha, Triller and
Megahit.
Content is formed on the base of SVOD-catalogue. At creation content
rating and video format were the most demonstrative, all films are only
in HD or FullHD-quality.
Channels are available in “Kino i TV: Maximalnaya ili optimalnaya”
subscription on all devices.
Source
15. Other media trends. Internet
15
Brave browser will pay users for advert viewing
New browser Brave is already available for downloading. The main tasks during development were: to make browser safe for user and to reach
high efficiency.
Browser have built-in ad blocker. But harmless advert, which don’t load PC or mobile device is shown instead of full blocking. Bitcoins will be
payed for advert viewing, but user can refuse from such variant, also in this case fee wouldn’t be payed and user will be obliged to pay fixed sum
of money to browser developers monthly.
Payment will be provided by advertisers for definite number of views. Publishers and users will gain payment on own bitcoin-purses under
obligatory verification.
Source
16. Other media trends. Internet
16
Google will protect advertisers from clickjacking*
Throughout the year, user accounts, who used clickjacking and who
had launched function which filters such traffic type in content-media
network, have been deleting from Google CMN.
If protection system detects an attempt of clickjacking, traffic, which
refers to this advertising, is nullified and deleted from cash report to
prevent honoring such clicks by advertisers.
*Clickjacking is a fraud of user, which allows hackers to “steal a click”. For this
purpose an inoffensive link, on top of which a transparent button is situated, for
example Like Fb, is proposed on the page of site-sacrifice. Clicking on this link
user makes a click in favor of other resource.
Source
17. Other media trends. Internet
17
New advertising formats from Google
AdSense presented new advertising type – page level ads
It is a family of advertising formats, which propose innovation way of income on mobile content. Page level ads allows to increase traffic by saving
comfort of mobile sites for visitors and grow publishers’ income.
Google added advertising into Maps
Now Maps will be counted as a part of main Google search, not one of search partners. If advertiser switched off advert demonstration on search
partners’ sites, advert with address extension will begin to be automatically demonstrated in Map search results by relevant requests. Taking this
into account, address presence is obligatory for advertising in cartographic service.
Source
Source
18. Other media trends. Internet
18
Google innovations for mobile advertising formats
Android-apps in Google Play, which contain advertising, will obtain a special mark
Mark will appear below the download button with information that an app contains paid content. In Russian-language Google Play version such
mark didn’t appear yet.
New format of mobile advertising launch
New format “bumper ads” is meant for mobile devices and initially increase coverage and frequency of views. “Bumpers” takes 6 seconds and the
best of all work with True View video advertising or with Google Preferred campaigns, also they are suitable for series content.
Selected advertisers have already been testing format, others will gain access in May.
Source
Source
19. Other media trends. Internet
19
YouTube will improve Content ID system to prevent loss
of income by content creators
New decision will allow to video records to earn money while Content
ID application is on approval.
While both sides will be disputing their rights for video, YouTube will
continue to show advertising in it and gained income will be separately
taken into account. When application processing is finished, money will
be payed for proper party.
Changes will be launched for all YouTube partners in the nearest
months.
Source
20. Other media trends. Internet
20
Yandex will paraph photos
Yandex launches service of automatic photos moderation for social
networks, dating services, virtual notice boards and trade spaces.
Technology checks image authenticity, what will help to separate
inauthentic advert or to detect fake goods.
Proprietors should detect legality of one or another images usage by
themselves. Service will be useful for market players, who spend a lot
of sources on moderation of downloaded by users content.
Source
21. Other media trends. Internet
21
Direct increased limit of days for retargeting conditions
setting
Maximum term of retargeting work by a segment, in other words
number of days, which has expired from the moment of site visitation
by a user is increased up to 90.
Retargeting helps to put together different advertising messages for
people, who have already were on site to motivate them visit it over
again. For example, suitable goods can be proposed as an addition to
already bought ones or information about new special offers can be
shown.
Source
22. Other media trends. Internet
22
Advertising innovations from Odnoklassniki social network
Mobile pre-rolls launch
Besides a big coverage, more than 250 targeting settings will be available for advertisers in new format, what will allow to work with direct
audience or even with its segment. New tool was launched after testing by advertisers. Unilever was first who has tested new format.
New targeting opportunity of group’s publications on separate categories of users
“Hidden themes” is a tool, which allows to target group’s notes on different community audiences by the set of indicators. Now manager can
create publication, which will be hidden from participants of group in news feed. It’ll be displayed only for chosen category of users. Theme
remains available by a link, it’s possible to share it.
Source
Source
23. Other media trends. Internet
23
Source
Source
News from Vkontakte
Widening of advertising opportunities for communities
Vkontakte will allow to launch advertising promo posts in users feed for all communities. Now such function is available only for communities,
whose number of subscribers is more then 300. Now minimum requests will be applied for pages of communities: they should have name,
description of brand’s activity, logotype in avatar and minimum contact information.
Vkontakte will start automatic video playback
Video records in social network will be launched automatically (as in Facebook) till the year end, also function of gif-animations playback is
realized now. Autoplay function is called to increase number of published content and views, to grow users involvement and wouldn’t be spread
on YouTube video and other video hostings. Duration and themes aren’t restricted. Advert wouldn’t be present, but now viewing of videos in
Vkontake is possible only after advertising spot.
24. Other media trends. Internet
24Source
Innovations for publishers from Facebook
Facebook will allow to publish branded content
Issues, whose Facebook page is confirmed, can publish branded content. At that they are obliged to mark in
publication which brand had paid for advert.
New social networks’ policy is applied to text, photos, videos, “instant articles”, links, 360-degree spots and
“live videos”.
Publishers will be able to place video advert in Facebook “instant articles”
Advertising spots will be automatically played. Also advertising in pre-roll format will became available.
Besides, Facebook will allow publishers to add supplementary advertising block at the bottom of article.
At that moment one advertising can be placed for every 350 words, previously this restriction composed 500
words.
25. Other media trends. Internet
25Source
Facebook will track audience reaction to publications
Facebook launched new Reactions API, which will help advertiser to
track audience reaction to publications in social network, in other
words company will provide each emoji type statistics when using
strange analytics services. At the launch time each emoji type statistics
should be collected manually or with help of Facebook tool “Pages
statistics”.
Pages owners can see not only symbols quantity, but also user’s
names and ID, who have evaluated post.
26. Other media trends. Internet
26Source
Facebook canceled text restrictions in advertising
images
20% of text limit on advertising images in Facebook is cancelled. Now
number of symbols under a picture can be any, but, social network
warns, that quantity of symbols has directly-proportional impact on
audience coverage and cash costs efficiency.
Depending on text volume, post will be ranked by the next indicators:
ОК – text is absent or it’s minimum;
Low – coverage can be slightly restricted;
Medium – coverage will be restricted;
High – it’s a risk, that audience wouldn’t be reached.
27. Other media trends. Internet
27
Platform for chat-bots creation in Facebook Messenger
Facebook launched a platform for chat-bots creation. Such programs-
“consultants” will be at first useful for business, because it’ll open new
space for goods and services distribution. For social network users
bot’s implementation will significantly simplify order procedure and
save time.
As an examples are CNN’s bot, which recommends materials and
short articles review for readers and flowers online-shop’s bot, which
allows to order bouquet straight in the messenger’s dialog box.
Source
28. Other media trends. Internet
28
Twitter Ads Editor started to support groups of ads
Twitter Ads Editor adds new possibilities into functionality on work with
groups of ads, what will be attractive for major advertisers.
Innovation is mainly directed on large campaigns and will allow to
create few groups of ads with various targeting and creative under one
advertising placement.
Groups of ads are available for all advertisers.
Source
29. Other media trends. OOH
29Source
Local outdoor advertising Association appeared in Kiev
Decision about Kiev outdoor advertising Association was made in the
course of meeting of capital advertising market participants. Meeting
initiators are open for discussion and communication from new
participants side, who are close with main community tasks:
• Protection of small and medium business interests;
• Access to information about outdoor advert in the city;
• Collaboration with local and central government authorities;
• Development of Kiev outdoor advertising and healthy competition
support.
30. Другие тренды в медиа. ООН
30Source
Number of outdoor advert is planned to be reduced at
least to a third in Kiev
In Kiev city state administration have already started negotiations with
representatives of outdoor advertising Association with goal to reduce
number of outdoor advert constructions. It’s expected in Kiev city state
Administration that representatives of advertising industry will provide
support and wouldn’t create obstacles in question about advertising
constructions reduction.
Also it’s planned to develop Kiev map with indication of possible
placement and formats.
31. Other media trends. Radio
31Source
4 Ukrainian radio stations will have been working in
Crimea by the end of the year
National television and radio broadcasting council of Ukraine ordered 4
frequencies checking, what will provide 4 radio stations work by the
end of he year.
For that purpose 150-meters tower will be built on Chonhar Peninsula,
what will allow to cover Crimea north-end.
Tower is planned to be the biggest one on peninsula territory.
32. Other media trends. Radio
32Source
Updates in Radio: rebranding and new stations launch
Europa Plus renews
Europa Plus is running full rebranding by changing not only the title for
NRJ, but also conception. Listeners’ core is young, active, smart,
modern and creative people. People with similar TA’s preferences
(popular Djs, TV and Radio stars, bloggers) will collect content.
Radio about expensive alcohol was launched in Ukraine
Vozdvizhenka Arts launched new online radio station from gallery
under an Old Fashioned label. Positioning: space for talks about
modern art and expensive alcohol. Radio have been working in test
mode since May.
33. Other media trends. Radio
33Source
“Hromadska hvulia” and “Radio era” go off air
“Hromadska hvulia” and “Radio era” stopped broadcasting on the state
UR-1 frequency since April, 1. “Hromadska hvulia” didn’t go on air
because of contract expiration date.
However, contract with “Era FM” was canceled prematurely, previously
radio station has been working in information-political direction,
including informational Poland radio’s programs for foreign countries,
“Radio Svoboda” Ukriainian service and “Holos Rossii” radio.
34. Other media trends. Press
34Source
USA court prohibited Forbes brand usage for UMH
American arbitrage has finally prohibited Forbes brand usage for UMH
(Ukrainian Media Holding) by confirming legality of reason for license
cancellation. Any trademark usage in print, on internet sources and
apps comes under prohibition.
Censorship and independent journalism disturbance from Ukrainian
side caused termination of agreement due to Forbes publishing house
in the USA opinion.
35. Other media trends. Press
35Source
Painted Ukrainian language comic magazine was
launched in Sumy
First comic magazine in Ukrainian language “Ushka” was presented in
April 12. Idea authors such title choice strengthen by a slogan: “See
who is boiled in what”.
Magazine’s site is in development stage yet, but it’ll complement
printed version soon.
First issue has told a story about 6 characters, and new mysterious
personage Zvezdets, who is a fighter against injustice will appear from
the second one.
Advert is present on the second page.
37. Other media trends. TV+Internet
37
Video advert on Smart TV became more and more
adjusted to consumer
The biggest Russian online cinema ivi contacts with user more closely:
after an interactive video advert on Smart TV launch company
introduced lead generate mechanics on GetShopTV company’s
technology base.
Innovation allows to order an operator’s or a personal manager’s call
and to receive a link on mobile site version in the message.
Format provides maximum orientation on advertiser’s goals and
potential customer’s comfort.
Automobile premium-segment brands was first who has used such
format advantages.
Source
38. Other media trends. Internet
38
Pinterest opened access to advert outside the USA
Now Britain companies have access to advertising space. Tesco
supermarket chain, Made.com home decor and John Lewis retailer
acted as a launch partners.
Internet service decision is connected with such fact, that almost 45%
of users are outside the USA, also Britons have published more than
2M of pins from launch moment.
Source
40. World case. Social media
40
Campaign: Sleepyheads, Lukoil, Lithuania, 2016
Goal: one more time to attract attention and increase sales
Solution: there are so many funny activities on the road, but instead
of laughing at that, Lukoil decided to give the unfortunate drivers a
hand with a coffee. Anyone who noticed it could post photos on Lukoil
Facebook page. The sleepyheads featured in the photos would given
a free cup of coffee and the best reporters a dashboard camera. The
campaign went viral before it even started. Somebody actually took a
photo of crew filming spots and posit it online. Less in an hour it
became a hit and in 2 hours it made headlines on the biggest news
portals. A national TV channel made a show about it, famous radio
DJ’s started cracking a joke around funny driving situations.
Results:
- reach 90% of the nation with earn media
- the engagement online was higher than the market average
- increase sales by 8,5%
41. World case. Mobile App
41
Campaign: Nepoteka, Rexona, Russia, 2016
Goal: to launch MotionSence techology on the market and to make it
clear how it works: the more you move – the more it protects
Solution: Economic crisis in Russia caused double of debts of people
with mortgage. Rexona launches NEPOTEKA (IPOTEKA (mortgage) +
NE POTET’ (no sweat)) - the anti-crisis program that gives people the
opportunity to pay off their mortgages or loans using their own physical
activity. The more you move – the less your mortgage is. Users can
register their physical activity with Nepoteka app or Jawbone and other
digital ways on the website. MotionSence capsules became the
currency of the project: 1 step = 1MS
Results:
- the growth of the market share up to 2,3%
- Rexona sales turnover increase by 23%
- 390 media publications
- 561M media impressions
42. World case. Ambient
42
Campaign: The news fridge, Ekstra Bladet, Denmark, 2016
Goal: to overcome nowadays people opinion that printed news are old
and outdated
Solution: Tabloid paper Ekstra Bladet is actually first with most news
in Denmark, so to remind people that their news are fresh and crisp
newspaper introduced The News Fridge. Specialbuild newspaper
displays was placed in stores all over Denmark containing nothing but
cold and crisp newspapers
Results:
- increase sales with up to 30%
43. World case. Ambient
43
Campaign: Whopper Trade In, Burger King, Israel, 2016
Goal: to launch a branch in the largest business area in Israel
Solution: where there are offices, there are lunchboxes or “leftovers”,
so Burger King offered everyone a whopper they can’t refuse. Brand
asked to bring them their leftovers and if they are awful enough they
trade them for a whopper
Results:
- more than 8000 visitors on the opening week
- over 2000 trade ins
44. World case. Ambient
44
Campaign: The Smile converter, Listerine, Italy, 2016
Goal: to launch Listerine on Italian market
Solution: brand made a first promotion that makes people aware of how
really white their smile is and placed in hundred stores across the
country The smile converter, the interactive billboard that creates a tailor-
made discount based on the whiteness of the smile. The smile converter
evaluate the smile by analyzing it’s pixels and calculate the percentage
needed to reach a perfect white smile. Then it converts the percentage
into analogue discount on purchase of Listerine pack. The more you
need it, the less you pay it. The converter than smile an e-mail or mms to
customers with discount
Results:
- in one month was made 115 K contacts
- 78% of contacts were converted to purchase – 90K sales in 1 month
- 92% of market share during the promotion
45. Interesting page
45
In this issue we’ll continue series of rubrics about
brands. This time we’ll approach on the other
side. Your task for today is to understand, which
product is owned by brand.
If suddenly you’ll forget some brand or didn’t
know it, we’ve prepared hints, notably placed
product or its part, which brand produces, into
title.
Enjoy
