Law innovations: advertisers are evaluating their opportunities and threats

1. TV market
TOP categories and advertisers
p. 2-8
Other media trends
p. 12-17
Global media trends & events
p. 18-24
Best cases
p. 25-30
Entertainment page
p. 31-34
January, 2015
Law innovations: advertisers are
evaluating their opportunities and threats
Р. 9-11

2. WGRP All 18-54 50k+ Jan'14 Jan'15 Changes
Pharma 47 183 43 477 -8%
Products 9 469 12 472 32%
Non-alcoholic beverages 8 517 9 577 12%
Trade 4 619 7 489 62%
Communication 5 848 6 955 19%
Alcohol 25 548 5 361 -79%
HH Chemicals 7 022 4 481 -36%
Hygiene 10 388 4 036 -61%
Cosmetics 5 902 2 870 -51%
Confections 7 218 2 754 -62%
Vehicles 2 847 1 946 -32%
HH Appliances 1 140 1 519 33%
Computer engineering 1 307 1 426 9%
Furniture and Interior 346 745 115%
Finance 1 940 677 -65%
TOTAL 155 074 113 738 -27%
TV MARKET. JANUARY 2015
TOP categories
• Activity decreased for 27% compared to
the same period last year;
• Such categories showed growth: Products,
Non-alcoholic beverages, Trade,
Communications, Household appliances,
Computer engineering, Furniture and
Interior
• Pharma category, despite the season,
showed reduced activity;
• A significant fall showed Alcohol category;
• Audio-video equipment category (11th
place in 2014) leaves TOP categories
2 Source: Nielsen Ukraine, All 18-54 50К+ excluding social/political ad, entertainment and Mass Media

3. 3
Source: Nielsen Ukraine, All 18-54 50К+ excluding social/political ad, entertainment and Mass Media
TOP CATEGORIES. JANUARY 2015
Such categories showed a significant growth in January 2015:
Products
growth due to active media
support of ТМ Flint,
Pripravka, Ferma
Non-alcoholic beverages
thanks to activity of ТМ
coffe (Nescafe and Jacobs)
and tea (Batik, Grace etc.)
Trade
activity of large networks of
home appliances, such as
Foxtrot, Eldorado, Rozetka
Communication
is driven by mobile
operators
Kyivstar, MTS and Life
+32% +12%
+62%+19%

4. 4
Source: Nielsen Ukraine, All 18-54 50К+ excluding social/political ad, entertainment and Mass Media
TOP CATEGORIES. JANUARY 2015
Significant reduction of investments to the Alcohol category
caused by:
Cease of many vodka
brands support: Ridna
Rosa, Morosha, Medoff,
Kozatska Rada, etc.
Among the TOP beer
brands only
Chernigivske continued
its activity in January
-79%

5. TV MARKET. JANUARY 2015
TOP advertisers
• A lot of large international companies
continue to be careful about advertising on
TV, such as Nestle & L‘Oreal, Unilever, P&G
and other
• 2/3 of TOP advertisers in January are
pharmaceutical companies
• Ukrainian companies are leveraging
situation of reduced clutter and continuing
to strengthen its position in TOP: Farmak,
Snack Export, Arterium – local leaders of
January
5 Source: Nielsen Ukraine, All 18-54 50К+ excluding social/political ad, entertainment and Mass Media
*Local players
WGRP All 18-54 50k+ Янв'14 Янв'15 Изменения
Nestle & L'Oreal 9 146 6 727 -26%
Farmak* 4 611 5 918 28%
Novartis 5 318 5 640 6%
Unilever 4 241 4 160 -2%
P&G 7 159 3 191 -55%
Snack Export* 1 184 3 054 158%
Stada 1 097 2 673 144%
Reckitt Benckiser 3 926 2 545 -35%
Mondelez Ukraine Kraft Foods) 1 542 2 161 40%
Kyivstar GSM 1 427 2 074 45%
Arterium* 1 540 2 059 34%
Richard Bittner 2 312 1 942 -16%
Boehringer Ingelheim 1 347 1 894 41%
Sanofi-Aventis 1 692 1 868 10%
Bayer 1 814 1 853 2%
TOTAL 155 074 113 738 -27%

6. 6 Source: Nielsen Ukraine, All 18-54 50К+ excluding social/political ad, entertainment and Mass Media
TOP ADVERTISERS. JANUARY 2015
2/3 of TOP positions are occupied by pharmaceutical companies due to seasonality of
medicine placement:
Ukrainian companies show active growth
with the support of brands Lumicon,
Farmacol, Lisak and others (Farmak) and
Resistol, Altace and others (Arterium)
Activities of brands Theraflu,
Otrivin, Voltaren, etc.
The significant increase in
comparison with last year.
actively supported
brands –
Grippostad and Procosan
Local players Foreign players

7. 7 SoursedNielsen Ukraine, sgroup.dp.ua
TOP ADVERTISERS. JANUARY 2015
National manufacturer of snacks Snack
Export, despite the difficult economic
situation, actively develops and displays
new brands Snekkin and Zubby at the
Ukrainian market with an active TV
support.
New brands enter the market at low price
segment which increases their
competitiveness in the snacks segment.
https://www.youtube.com/watch?v=jJ8NhKGmDks
https://www.youtube.com/watch?v=zojiHMOVBIM
https://www.youtube.com/watch?v=meFCLZIIpnE
https://www.youtube.com/watch?v=8wNe8SMD4nA

8. WEEKLY ТV ACTIVITY 2015
8 Source: Nielsen Ukraine, All 18-54 50К+ excluding social/political ad, entertainment and Mass Media
January 2015 showed the continuing decline of
advertisers activity on TV. Although from early
February is observed players intensification
due to starting of seasonal campaigns for
different brands. Market is starting to gradually
reaching 2014 volumes.
Low activity in January caused by overall
2015th budgets reduction of main advertisers
part, which in 2015 more so optimize their
costs and plan their activity at first for a key
year seasons for their brands.
0
5
10
15
20
25
30
35
40
45
40 41 42 43 44 45 46 47 48 49 50 51 52 1 2 3 4 5
Ths, EqGRP
2015 2014

9. MAIN NEWS OF JANUARY. CHANGES IN LAW ON ADVERTISING
9
In Ukraine from July 1, 2015 beer
will be considered as an alcohol
beverage.
Corresponding restrictions on
beer advertising will join into
force in the H2’15

10. CHANGES IN LAW. BEER ADVERTISING
TV Sponsorship
Forbidden: Display labels or label simulations with full or
partial image of packaging, usage of any identical parts of
commercials
Allowed: Display of TM label on the glass surface without
product quality characteristics and without simulation
images of packaging, its parts; TM image, reproduce texts in
which general words are spoken about a product that can
generate an association with the product or producer
10
TV and Radio
Forbidden direct ad from 06:00 to 23:00.
At the allowed time (23:00-06:00) all ads should
be accompanied by the warning about alcohol
consumption danger, which should be at least
15% of the advertising .
Non-alcohol beer advertisings are also
unallowable.
Спонсор показу

11. CHANGES IN LAW. BEER ADVERTISING
OOH
Forbidden in any shape
Although allowed: subway advertising, in accordance with
Sponsorship agreement with brand logo and words
“Sponsored by ...”, registered as trademarks.
11
Digital
Allowed with required warning: «Excessive
consumption of alcohol is dangerous for your
health» on all formats:
• banners
• branding
• video, etc.

12. 12
OTHER MEDIA TRENDS. TV
Possible broadcast ban for Russian
movies on Ukrainian TV
Verkhovna Rada amended the law under
which initiated the broadcast ban for
Russian films which were shot after 1991
and include Russian armed forces, police,
public prosecution, and Russian films of all
genres shot in 2014.
In condition of signing the law by
President, changes will join into force
after two months of official publishing.

13. 13
Source: http://www.p-o.com.ua/news/2015012210531421916833.html
About 30% of illegal outdoor
advertising was removed last year in
Kiev:
The city has 3.5 thousand advertising
structures recognized as illegal, because they
have not received the appropriate permission
to place.
During 2014 Public utility Kyivreklama
managed to dismantle 1 700 structures (about
30% of illegal advertising)
OTHER MEDIA TRENDS. ООН

14. Instagram will make easier its social
network for showing commercials
When scrolling news, all videos are played at
once, you do not need to press a special button.
After stoppage they continue to play.
This innovation will provide 100% contact with
the consumer and will give advertisers the
ability to more effectively use this type of
advertising.
14
Source: http://sostav.ua/publication/instagram-zastavit-smotret-reklamu-65563.html
OTHER MEDIA TRENDS. INTERNET

15. VKontakte will allow to advertise the
community in the news
VKontakte will enable administrators to
promote their pages and community in news.
To do this, a set of recommendations has been
developed, 4 small banners that contains the
name of the public, avatar and click "Go".
Advantages for advertisers: innovation will
make cheaper and facilitate the involvement of
subscribers to the community.
15
Source: http://www.likeni.ru/events/VKontakte-pozvolit-reklamirovat-soobshchestva-v-novostnoy-lente/
OTHER MEDIA TRENDS. INTERNET

16. 16 Source: http://www.telekritika.ua/rinok/2015-01-21/102752
New radio station – Radio ES
January 20 on Gala Radio frequencies (100,0 FM)
new music and information station “Radio ES”
(“European Station”) began its broadcasting.
Frequent news releases are planned on air,
especially in the morning, useful information
concerning the socio-political aspects and culture
news in the European Union.
Music strategy for the radio station:
- Ukrainian music, exclusively in Ukrainian;
- modern European music.
OTHER MEDIA TRENDS. RADIO

17. 17
Source: http://www.mediabusiness.com.ua/content/view/42274/46/lang,ru/
The newspaper “Capital” closes the
paper version
The owners of the business newspaper
“Capital” has decided to cease production of
paper version of the publication.
From February, 1 edition will only work on
the online version.
“Capital” was the last business daily
newspaper in Ukraine.
OTHER MEDIA TRENDS. PRESS

18. 18
GLOBAL
media trends &
events

19. SUPER BOWL SUNDAY XLIX
19
the most-watched television event in U.S. history

20. 20 Source: Nielsen USA, Adobe Analytics, Twitter Data, Catalyst, Facebook's data team
NBC Sports Live Extra’s live stream
of Super Bowl XLIX to desktops
and tablets set Super Bowl
records
Sunday’s Super Bowl on NBC
set a U.S. history television
record — up 2.2 million from
the previous high
800K average
viewers per minute
1.3 million
concurrent users
213 million
total minutes
SUPER BOWL SUNDAY XLIX
Twitter hailed the Super Bowl XLIX
as "the most tweeted @superbowl
ever" with a record-breaking
tweets amount
28.4 million
tweets
65 million people
discussed
265 million posts,
comments and likes
114.4
million
viewers

21. SUPER BOWL SUNDAY XLIX
21
AD BATTLE WINNERS

22. BUDWEISER WIN
22 Source: social video advertising platform Unruly
Budweiser had a hit even before kickoff. The beer
maker reprised last year's winning combination of a
puppy and his Clydesdale friends. This time, the horses
help the lost puppy find his way home.
Results:
• Ad was watched nearly 42 million times ahead of the
game
• Topped rankings by iSpot. As of Monday morning,
"Lost Dog" had 2,168,530 shares across Facebook,
Twitter and blogs, making "Lost Dog" the fourth-
most-shared Super Bowl ad of all time.
https://www.youtube.com/watch?v=xAsjRRMMg_Q
Upon the airing of the “Lost Dog”, at Super Bowl Sunday Minibar app
sent a push notification to thousands of smartphone users of the
Minibar app, prompting them to buy the Budweiser through the app.
Thoughtful multichannel marketing programs complimented a brand's
primary TVC investment with the addition of a personal touchpoint.
Results:
• Minibar’s highest-ever Budweiser sales day
• Orders soared 500% compared with the previous week
• Dollar sales increased 650% from a week earlier
• In-app mobile engagement jumped 400% during the 10 min
surrounding the push notification

23. 23
NFL PSA: No More
This was the ad to watch during the Super Bowl.
As the past year proved controversial for the
NFL, this commercial brought to light the issue
of domestic violence, which has plagued the
league recently.
Airing this PSA gave much credibility to the
stand the NFL is taking against domestic
violence and sent a powerful message to those
watching.
https://www.youtube.com/watch?v=rTJT3fVv1vU
Always: Run Like a Girl
The female-focused brand sparked a
conversation nationwide with their ad aimed at
empowering young women with the hashtag
#LikeAGirl. Redefining what it means to “run like
a girl”, or “throw like a girl”. Without marketing
any of their products, Always gained major brand
recognition with this ad and should be seen as
synonymous with female empowerment.
http://youtu.be/yIxA3o84syY
Coca-Cola: Make It Happy
Coke sent a resilient message to young people with
an anti-bullying ad. Keeping with this year’s trend,
Coke hit the mark on sending a strong message to
one of the largest audiences they have throughout
the year.
Taking a stand against bullying with a multi-
million dollar “feel good” ad shows what Coke
stands for as a brand, and that is what resonates
with audiences across the country.
http://youtu.be/ibgvkXm9Qkc
NFL, P&G AND COKE: HOW THEY WON THE SUPER BOWL

24. SUPER BOWL SUNDAY XLIX
24
So, what is working?
strong,
emotional, or
bold message
meant to
resonate with
the audience
promoting not a
specific
product, but a
relevant
message
Storytelling
TV + SMM* TV+immediate salesMedia
*for Ukraine the most relevant social network to communicatethrough is
Vkontakte

25. 25
Best
cases
Ukrainian & worldwide

26. UKRAINIAN CASE. SOCIAL MEDIA
26
CAMPAIGN: Lee Jeans Marathon, SPN Ukraine, 2014
SITUATION: The political situation in Ukraine is hot. It’s hard for
brands to grab people’s attention, especially in social media. So it
was for Intertop, the leading Ukrainian retailer. It runs over 100
brands, including the legendary Lee jeans, which celebrated its
125th anniversary in 2014.
TASK: Key arms were:
• To increase the number of Intertop’s Facebook fans
• To engage the audience
• To demonstrate benefits of Lee Jeans
SOLUTION: Lee decided to tell a story of one pair of Lee jeans by
placing it in an unusual setting and holding fun experiments that
would help the target audience see the product in a new light and
delivered its key USPs. This was done in the format of the Lee
Jeans Marathon – an online contest on Facebook.
RESULTS:
• 1 week + €20 ad spends, cost of 1 contact – only €0,001
• 1,335 new FB fans (=monthly growth of €270 in ad cost)
• 3,557 participants (vs an average of 400)
• 1,335 comments per post on average (vs usual 35-40)
• Total reach 97,869 unique users
• 273% ROI
https://www.facebook.com/INTERTOP.UA
http://vimeo.com/104500582

27. UKRAINIAN CASE. DIGITAL
27
CAMPAIGN: Homka dream team, Grape Ukraine, 2014
SITUATION: TM Homka is #2 player in Ukrainian roasted seeds
market with 12% share of market. The leader has 49%
TASK: Increase market share
SOLUTION: To withdraw brand from regional to national market.
As a communication platform took examination. To prevent
seasonal decline in sales (June-July) affect the loss of market
share brand decided to reveal communication platform through
Football Championship and become a part of situation of
studying football information online.
RESULTS:
• Sales growth by 4% (June) and 12% (July)
• Market share increased from 12% to 27% for 6 months
• 40K users took part in the game
http://dreamteam.homka.ua/auth
http://vimeo.com/111119809

28. WORLD CASE. INNOVATIVE MOBILE
28
CAMPAIGN: Pay Per Laugh, TeatreNeu, Spain
PROBLEM: In mid-2013, the art industry in Spain suffered one of
the hardest blows ever. The government decided to raise the tax
for theatrical shows from 8% to 21%, resulting the greatest loss
of audience in living memory. 30% less public in a year. Average
price of a ticket decreased by 20%.
IDEA: Independent comedy theatre Teatreneu decided to look at
the situation with humor: “Pay per laugh” – the first comedy
theater where you pay for what you consume.
REALIZATION: Teatreneu fitted each seat with a facial
recognition that detects the smile and propose the following deal
to spectators: “Entrance will be totally free if the show produces
no laugh you don’t pay anything. However, if you laugh you have
to pay €0.3 for each smile (quite a reasonable price in Spain this
days)”. Maximum amount to pay was 80 laughs or €24.
RESULTS:
• Average price of a ticket increased by €6 compared to
traditional shows
• New paying system was covered by main national media
channels, what produced +35% more spectators
• Each Pay per laugh seat produced €7,200 of ticket money
compared to €4,400 that was normally taken https://vimeo.com/97708026

29. WORLD CASE. PROMO ACTIVATIONS
29
CAMPAIGN: Bentley Burial, ABTO*, Brazil, 2014
PROBLEM: Brazil has very few organ donors per capita. ABTO
needed to generate a public debate and increase the number of
donors. Insight: people are not shocked by the burying of organs
that could save lives, but they are by the burying of a luxury car.
IDEA: Rising of awareness about donor problem in Brazil through
engaging famous eccentric billionaire Chiquinho Scarpa.
REALIZATION: Chiquinho posted on his FB page that he would
bury his $500K Bentley in the yard of his mansion, inspired by the
pharaohs. Scarpa became Brazil’s number one villain. The national
media strongly criticized his decision on every TV channel, radio
station, newspaper, magazine and internet portal. In the burial
event, with the media broadcasting live, after placing the car inside
the grave, Scarpa interrupted the funeral and declared: “I won’t
bury my car, but everybody thought it absurd. Absurd is what
people do everyday: bury their healthy organs”.
RESULTS:
• Organ donations increased by 31.5% in just one month
• More than 172 million people impacted on social networks
alone, through only six Facebook posts
• $22m of earned media with ZERO investments in media
• Production cost was only $6,000 – total cost of the campaign.
https://vimeo.com/97708026
*Brazilian Association Of Organ Transplantation

30. WORLD CASE. OOH+DIGITAL+POS
30
CAMPAIGN: Paceman, Mini, Vizeum Australia 2014
OBJECTIVE: Launch of Paceman – different, a low volume car
designed to appeal to a more stylish and discerning audience
than the traditional Mini enthusiast. Immune to garish glossy
car adverts, this audience chooses to go its own way.
IDEA: Mini Paceman Art Series from five of Australia’s most
original and celebrated artists which interpreted car in their
own unique way.
REALIZATION: Each piece of art was celebrated on a giant
billboard. Brand created short films profiling each artist and
their final work, and distributed this on-air and online. Also
was launched the Mini Paceman store. Six leading international
designers was invited to use the space as part retail store, part
artists’ studio creating the perfect space to demonstrate the
product and brand promise. Activity was spread further
through The Pace, a limited run paper co-curated by Men’s
Style and the collaborators, and distributed through cafes and
retail outlets across Australia.
RESULTS:
55% sales growth over the campaign period, compared to the
same period the previous year
https://www.youtube.com/watch?v=7k7WvNN1GDs

31. ENTERTAINMENT PAGE. CROSSWORD
31
Today our Knowledge Tree hide on its
branches the most vivid and noticeable media
events of 2014 in Ukraine and all over the
world.
Let's get back together in 2014 and go
through its highlights.
Our smart Tree on the next page, clues – on p.
__.
Good luck! 

32. CROSSWORD
32
Use the clues to fill
Tree at the next page
v i z e u m k n o w l e d g e t r e e

33. CROSSWORD
33
Here we start from.
If you will suddenly get tired
or want to check yourself –
please take a look at
following page
v Radio with news content, launched nationwide in early 2014
i Common project of all national TV channels, launched in March 2014 in support to maintain integrity of Ukraine
z Consumer Trend in 2014: shifting from standardized consumption in favor of individual preferences
e The new weekly magazine + site headed by ex-chief editor of "Correspondent"
u First Ukrainian private international satellite TV channel broadcasting in English, a part of "1+1 media"
m Radio station №1 of 2014 (according to popularity among the audience)
k Rapidly growing online radio project founded by "Just Radio" expatriates in 2014
n Big publishing house, which left Ukrainian press market in 2014 (Esquire, National Geographic, Men's Health mags)
o
Social trend about love to native country in Ukraine, rapidly spread among all Ukrainians against the backdrop of 2014
events
w World-famous event, which put the historicalrecord of audience attention in the US (February2015)
l Brand which got the Grand Prix at Cannes Lions 2014 with an advertising campaign «Happy ID»
e Rapidly growing digital media tool in 2014, frequently used to complement TV campaigns
d Unique media channel in Ukraine, showed an investments increasing in 2014 with the overall market decline
g Fastest growing social network in the world in 2014
e Brand #1 in the world in 2014 (according to Millward Brown rating of the most valuable brands)
t «… consumption» – Consumer Trend 2014 in Ukraine: economy with no loss of quality
r Category №1 by activity at the Ukrainian TV in 2014
e The most famous and popular by people engaging worldwide charity flashmob of 2014 (and in Ukraine including)
e
The most popular TV show among Ukrainians in 2014 (according to the search requests analysis by Google and Yandex)
(title in English)

34. CROSSWORD KEY
34
p
e s i
r u c c
s a p o e
o h r p e c i g
n n i i a r a i n o s b b
a o t s t v s o m p u a
e l v t s r b c i t g a h c c
d i o f o a i o o d a l r a k h
v i z e u m k n o w l e d g e t r e e
e n a k r o t l a o i r m t l
s a t v r a m i g a a o
t y i r a t a z i m c r
i a o e i y m t h
n m n m a a
s y e e l l
t a d l
r t i e
a o a n
n d g
a a e
y
Check yourself
here

35. 35
See you in the next issue! 