TV-market: top 10 largest categories and advertisers on Ukrainian TV

1. 1

2. TV Market. January-September 2016
Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ads, entertainment and Mass media 2
WGRP
Changes,
rating points
Jan-
Sep'15
Jan-
Sep'16
Changes, %
Pharma 0 194 655 222 625 14%
Alcohol 1 101 542 115 154 13%
Communication -1 108 640 114 943 6%
Non-Alcoholic Beverages 0 99 653 110 003 10%
Products 0 85 481 96 276 13%
Trade 0 64 310 71 019 10%
Entertainment 0 43 403 49 313 14%
Hygiene 0 42 500 49 249 16%
Transport 0 35 567 39 677 12%
Confectionaries 0 31 137 33 733 8%
Cosmetics 1 22 346 28 859 29%
Household chemical -1 24 457 27 274 12%
Finance 0 20 729 23 471 13%
Perfumes 0 13 729 14 024 2%
Household appliances 0 11 523 12 879 12%
TOTAL - 958 715 1 076 399 12%
TOP categories
• 12% activity growth comparing to the same period of last year;
• All categories have been showing strengthening of activity, situation
fully displays last year by distribution of position in rating;
• Pharma holds leadership position for the second straight year
during this period and strengthen leadership with 14% growth;
• Alcohol category rose by 1 rating point with 13% growth as a result
of seasonal advertising support by beer brands: leader of category
in September was Obolon О (1 093 WGRP);
• Communication fell by 1 point rating, despite the active support by
mobile providers of own tariffs and 6% category growth
* If detailed information is needed, please contact us

3. TV Market. January-September 2016
Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ads, entertainment and Mass media 3
WGRP
Changes,
rating points
Jan-
Sep’15
Jan-
Sep’16
+/-
Nestle & L'Oreal 0 63 475 68 375 8%
P&G 4 23 350 28 383 22%
Farmak 6 21 619 27 121 25%
UkrTatNafta 1 24 084 25 994 8%
Reckitt Benckiser 2 22 919 24 084 5%
Vodafone (MTS) 4 20 824 21 303 2%
Mondelez Ukraine (Kraft Foods) -5 30 862 20 802 -33%
Carlsberg Group -5 27 085 20 387 -25%
Unilever -1 21 645 17 591 -19%
Kyivstar GSM 3 17 147 17 580 3%
Beiersdorf 12 9 988 16 580 66%
Pepsico 2 16 992 16 114 -5%
Rozetka.ua -2 20 242 16 020 -21%
Sanofi-Aventis 4 12 054 15 814 31%
Danone 31 5 023 15 279 204%
Local Advertisers
TOP advertisers
• Almost all advertisers stabilized and increased over again level
of activity, that have been losing in 2014-2015;
• Danone significantly increased support and showed activity
growth by 204%, raising by 31 rating positions;
• Beiersdorf have risen by 12 rating points and entered into
leaders due to Nivea brand advertising support;
• Nestle & L'Oreal is a permanent leader for the second straight
year in this period, also P&G occupied the second place in this
year growing activity by 22%;
• Local advertisers Farmak and UkrTatNafta occupied the 3rd
and 4th places by TV activity rating

4. Weekly TV activity. 2016
4Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ads, entertainment and Mass media
0
5
10
15
20
25
30
35
40
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39
Thousands, WGRP
2015 2016
TV activity is recovering after a negative
last year trend and showing growth
mostly during the all weeks.
Due to reduction of available inventory,
increase of activity entails sold out of
advertising blocks.
A high % of sold out is forecasted for
the year end, especially on TOP
channels.
* If detailed information is needed, please contact us

6. Other media trends. TV
6
New TV Channels at Ukrainian TV
Bulgarian channels will appear in Ukraine
National Television and Radio broadcasting council of Ukraine adapted travel channels “Travel TV” and “Travel HD” which are registered in a
retransmitting list in Bulgaria. Tourism and travel are channel direction. Volume of broadcasting – 24 hours, language – Bulgarian. TV programs
with erotic and sexual scenes, violent and scary content are absent, as films which translation is prohibited on Ukrainian territory.
Russian Teleshopping channel will appear in Ukraine
National Television and Radio broadcasting council of Ukraine gave a license for “Ves Ukraine” company for usage of satellite broadcasting for
teleshopping “Uvelirochka” channel. This channel will be broadcasted in open access from Amos 3 (Israeli Space-communication provider). TV
concept – teleshopping during 24 hours. Russians are the real owners of the broadcaster (channel is included in Russian group “Ves Media”).
“Uvelirochka” has been repeatedly criticized for selling defective product.

7. Other media trends. TV
7
Another ban of Russian channels
In order to decision of National council of Ukraine, Russian channels
“Radost moia”, “Mir seriala”, “Teleradioset Blagih Novostei” and
“Interesnoe TV” were removed from the list of foreign programs, which
content satisfies requirements of the European Convention on
Transfrontier Television and Ukrainian legislation. Decision was based
on violation of domestic law which was fixed by monitoring regulator.
Also regulator made a decision based on results of monitoring of
foreign TV channels about removal from the List three channels
(Comedy TV, “Nash Football”, “Karusel”). All of them have the
jurisdiction of Russian Federation.

8. Other media trends. Internet
8
Adblock Plus will sell advertising by themselves
Eyeo company, which is developer of addition to advert blocking
Adblock Plus, announced the launch of an online service for placement
of the “acceptable” ads, which will be displayed even for users who
have activated blocker. Google and AppNexus will help with sale of the
advertising space by proposing services for advert placement for
Clients, using own advertising platforms.
Advert will be presented by static content, preferably those which
contains only text, which is remoted from the content, perceived as an
advertisement and does not cover site content.
An opportunity to demonstrate advertising blocks only for visitors with
blockers is provided.

9. Other media trends. Internet
9
Apple launched the program for advert sale in App Store
Apple launched the program Search Ads which will allow app
developers to promote own programs in search results. The process of
advert registration involves planning, budget definition and exposure of
keywords.
The purpose of innovation is to help small developers to promote their
apps. Program allows to tune up demonstrations due to restrictions by
audiences, countries and other parameters. Developers are invited for
$100 for test. However this bonus is available only for American App
Store. All promoting apps will have the special mark “advertisement”.

10. Other media trends. Internet
10
News from Google
Google announced the launch of cross-device retargeting
Earlier company wasn’t able to tune advert demonstration for users on desktop devices if user visited the advertiser's site from mobile device.
The situation will change soon. Innovation will allow to reach the same user by different devices, apps and sites. It will be possible to cover only
registered users with help of Google remarketing just as in Facebook.
Google launches new advertising format
Google announced the launch of a new mobile advertising format Shop the Look. It is designed for retailers that sell clothing and home decor
items. US advertisers will be first who obtain an access. Ads will appear in search results for a wide inquiries and will present ready “Looks” or
variants of interior design from the well-known bloggers with purchase opportunity. Advertisers will pay for clicks.
* If detailed information is needed, please contact us

11. Other media trends. Internet
11
Updates from Google AdWords
Google AdWords enhances targeting capabilities again
AdWords qualitatively improved work with remarketing lists for search ads (RLSA) by addition of new opportunities such as cross device
retargeting, storage of site visitors in the lists up to 540 days, creation of lists at the level of the advertising campaign. Also creation of lists at the
campaign stage is available while working with lists of users, who provided email address in Customer Match.
AdWords facilitated the collection and analysis of statistics call conversions
Google+ informed about updates in tuning of call tracking conversions. Now it is easy to find out how often customers call from the site after the
transition on the ads in AdWords. To do this you need to replace the phone numbers on the site by free Google numbers for redirection and
gather information about which keywords, ads and advertising campaigns lead to call conversions.This function is realized for the only one
telephone number.
* If detailed information is needed, please contact us

12. Other media trends. Internet
12
Innovations from Yandex.Direct
Advertising network Yandex.Direct introducing demonstration by synonyms
In the nearest future Yandex.Direct will automatically show ads on queries which were selected as synonymous for their key phrases. The
algorithm will allow do not miss demonstrations by phrases with the same meaning which advertisers didn’t pay attention before. The system will
take the rate from the phrase which was matched a synonym.
In Direct appeared an opportunity to generate dynamic ads by feed
In Yandex.Direct appeared an opportunity to generate dynamic ads by feed. Now Direct is able to collect ads from generated YML-file with data
about product. Among main advantages are: more comfortable management which allows to filter ads by category, presence, producer, price
range and other parameters in the settings of group of ads; more retail information. Specific characteristics of the products can be described in a
feed.
Feed is a summary of web content, which have been regularly updating and contains links on the full versions of the content.
* If detailed information is needed, please contact us

13. Other media trends. Internet
13
News from Yandex
Yandex advertising network updated the most popular banners
The changes affected on advertising formats such as 240×400 and 728×90. In the new design the images became larger, Yandex.Direct banner
is displayed inside of the units and the text is left-aligned. CTA-button “Go” is demonstrated automatically on the banners without webmaster and
advertisers participation. Quick links, long advertising text or title of advertiser’s site can be displayed instead of CTA-buttons.
Yandex announced service for mass media monitoring
Yandex.Mediana will help to track what is written about people and objects which interest you, to estimate tonality and significance of
publications. Mediana uses Yandex knowledge and technology such as world index, the linguistic technologies, objective answer, machine
intelligence. Service indexes publications on mass media sites and highlights objects of interest in texts automatically. Service works on a closed
beta testing mode. Launch of full version is scheduled for 2017.
* If detailed information is needed, please contact us

14. Other media trends. Internet
14
Other updates from Yandex
Yandex.Audience will be able to target ads on audience of sites and applications
To use new targeting segments it’s enough to add ready segment from “Metrics” or “Metrics for Mobile Applications” to the “Audiences”. It will
allow to focus demonstrations not for concrete segment, but on the app or the whole site audience. Look-alike technology is used. The offline,
online and mobile applications segments can be crossed in the interface.
Yandex.Market will mark down a proposal from shops in search results, which remained on CPC-model
Service will give the priority to proposals which were published under the "Market Order“ program on the CPA model (pay-per-action) in 179
products categories. Such products will be displayed in the list of categories above and “Market“ buyers will see them on a first-priority basis.
Meantime changes are visible only for buyers from Moscow. At the same time proposal which were published on CPC model (pay per click), will
have a lower priority in demonstration.
* If detailed information is needed, please contact us

15. Other media trends. Internet
15
Innovations in VKontakte
VKontakte launces new advertising format ‘hidden posts’
This is an opportunity to appeal to a specific audience with a personalized message. In other words, for example, the managers of the group, will
be able to launch the ads which will be seen in newsfeed only for selected but not all group subscribers. Such posts could be targeted in a
standard way by: interests, geography, demographics, etc. You can also choose where to show ads: on the all devices or only on a specific
mobile platform.
VKontante prepares launch of hyper-local advertising and look-alike targeting
New advertising tools will be developed on the basis of “hidden promo-post”. It will be possible to “catch user, which regularly visits a certain
place or stays there right now” and make him an offer with help of hyper-local advertising settings. Look-alike algorithm allows to find new users
who are similar by behavior on an existing audience. Also VK plans to launch “Promo-post with actions”. The exact date of the launch function is
not yet known.
* If detailed information is needed, please contact us

16. Other media trends. Internet
16
Facebook introduced new solutions in the field of marketing measurement
Among them are the following:
• Nielsen Catalina Solutions: will allow advertisers to understand impact of Facebook and Instagram campaigns on offline sales;
• Intagration Oracle Data Cloud with Lift API: will allow CPG-advertisers to measure the effectiveness of each campaign more accurately;
• Integration Atlas with Visual IQ and Neustar MarketShare: the first service providers in the field of multitouch-attribution services, which
integrated with Atlas advertising platform. Marketers will be able to find more balanced approach to investing in media channels;
• Measurements of “view-through” using the Mobile Measurement Partners: advertisers, who promote mobile apps will be able to monitor views
of own ads with Apsalar, Adjust, Kochava, AppsFlyer and Localytics;
• Integration with dashboards to modeling marketing mix: advertisers will obtain easier way of addition the information by campaigns from
Facebook, Instagram and Facebook Audience Network into own model of marketing mix by integrating with Nielsen, Neustar MarketShare,
Analytics Partners and Marketing Evolution.

17. Other media trends. Internet
17
Other news from Facebook
Facebook will release a dynamic advertising for retailers
The advertiser will be able to create an advertising campaign that will show the available products in the nearest store to user. Available functions:
indicator on the product image, which will inform buyer that the product is available in the nearest store. The status is automatically changed if the
product is sold. Furthermore, the service will display similar products. The buyer will be able to browse the shelves directly from the phone
screen.
Facebook will take into account landing download speed when demonstrating an ads
Social network will start to preload advertisers’ mobile websites. This will allow to reduce loading time by 29% or 8.5 seconds and reduce the
bounce rate. Moreover, in the coming months, the loading speed of landing page and quality of the user's Internet connection will be taken into
account when deciding which ad to show.
* If detailed information is needed, please contact us

18. Other media trends. Internet
18
Facebook users will be able to make purchases through
the messenger
Innovation will allow to simplify the purchasing process because users
don’t need to switch to external sites as well as enter billing information
for payment of products.
It will work in the following way: a button “Buy Now” will be available
when chatting with the bot. Information about billing enters after
clicking this button on the page that opens. If the user's bank card is
attached to the messenger then the money will be debited immediately
from the account.
Facebook signed a cooperation agreement with Visa, MasterCard,
American Express, Stripe, Braintree and PayPal.

19. Other media trends. Internet
19
Advert in Instagram will become interactive
Link for the switching to the advertiser’s site will be proposed after 4
seconds after video spot start to the user. Transition can be
implemented through the comments to the post. Prices will be quoted
for users and for some products AppStore rating will be indicated.
Except that, it will be possible to mark other users as well as perform
other actions on your profile without shutting down the media file.
Video viewing will be possible in full screen mode.
* If detailed information is needed, please contact us

20. Other media trends. Internet
20
YouTube News
YouTube will block ads in the video spots with inappropriate content
Videohosting plans to generate more advertising revenue by prohibition of advertising in some commercials. YouTube positions this step as an
attempt to improve the quality of the equipment, making it more attractive for potential advertisers. Some videos will be labeled as “containing
content that is not friendly for advertisers”. Videohosting plans to impose “sanctions” for video with scenes of a sexual nature, obscene humor,
extremism.
In YouTube video banners with CTA-buttons will appear
Now you can build in a branded banner with a call to action in the video. This format is called TrueView for action and it’s designed to enhance
user involvement to perform any action which is significant for business: click “learn more”, “settle” and others. Internet-giant decided to help
brands to help users to force intentions to make a purchase offering them directly divergent CTA-button in the banner. TrueView for action is
launched as an experiment for now.
* If detailed information is needed, please contact us

21. Other media trends. Internet
21
Twitter expanded the volume of posts loosening the 140
symbols limit
Popular microblogging service excluded photos, videos, gif, interviews
and quotes of tweets from the limit of 140 symbols.
In addition service will also make the “relief” for the names of the users
who are specified in the tweet by @ symbol. Such accounts are still
included into the total allowable volume of 140 symbols, but in the
nearest future they would not be included within it too.

22. Other media trends. Internet
22
LinkedIn launched conversion tracking
Professional social network has introduced a new tool for advertisers –
tracking of conversional actions by users after they’ve seen ads.
Advertisers will be able to monitor how often people bought goods or
services, subscribed to our newsletter or showed other activity in the
interests of businesses after watching advertisements or sponsored
content.
Companies need to add to their sites special LinkedIn’s tag to start
monitor conversions.

23. Other media trends. Radio
23
Deputies propose to ban the "patters" in radio
advertising
This is about the uselessness to indicate details of permits in advertising
of financial and construction services on a radio and television.
This rule was not burdensome for TV, information is placed in small print
in the spot, but radio stations are forced to read and give it accelerated
speed to save advertising time. The text of the bill proposes to introduce
changes into norms of existed law “About Advertising”.
In 2008 deputies have already tried to do something like that, but
withdraw the requirement to specify details only in one article of the law,
three other was left untouched. The authors assert that such information
is impossible to remember and use it only annoys the audience in short
commercials on radio and TV.

24. Other media trends. Internet+Press
24
The publication for small business appeared in Ukraine
New online source Uamarket.info, which is dedicated to retail started to
work in Ukraine recently.
The site will be daily telling how to work more efficiently by
implementing best practices in the retail market for small businesses.
Special attention will be given to information about how to choose the
right products and services not only for their business, but also for own
family.
Publication provides to readers translations of thematic publications in
foreign mass media and articles from own foreign correspondents who
analyze the experience of trading companies in Switzerland, Denmark,
China, USA and other countries.

25. 25

26. World media trends. TV+Internet
26
Discovery launched a virtual reality channel
Discovery launched the network of broadcasters which use technology
of virtual reality. So far there is only one TV channel Seeker VR
dedicated to science and research.
So far Seeker VR will be hosted on YouTube for now. It will be used
by owners of virtual reality glasses the same as the simple cardboard.
Channel plans to buy content from the producers and support
researchers and scientists by the forces of own production team.
The project “Edge of space” will be launch of the channel. It will be VR
tour on a weather balloon into the upper layers of the atmosphere, into
the rain clouds. Moreover, the channel offers surf lessons, travel with
Nepal rhinos, the story about the experience of the violinist with
synesthesia which will allow to “see the music” in VR.

27. World media trends. Internet
27
Mail.Ru Group launches trigger platform to increase
efficiency of situational advertising
Mail.Ru Group presented the trigger platform designed specifically for
the Pharmaceuticals category. It allows to make advertising of drugs
more relevant. The system gathers anonymous data about user activity
and makes a decision of the possibility to display advertising messages
at Mail.Ru Group projects.
The platform is able to determine the optimal moment to launch the
campaign. System analyzes the information on the current level of
disease in a given region of Russia to make a decision. These
statistics data can be used in daily update mode, it allows to run
advertising campaigns in record time.

28. World media trends. Internet
28
Facebook Messenger added polls and simplified money
transfer
An opportunity to conduct surveys in the group chats and an intelligent
assistant to accelerate and simplify money transfers were added in
app. Currently the new functionality is available only to residents of the
USA.
Any member of the discussion can create a new poll by pressing
“Polls” button. More than two members need to communicate in the
chat.
Smart Assistant by money transfer learned to scan the
correspondence and recognize word-activators: Messenger will
automatically offer to pay if a message like "Send me $ 18 for dinner“
will appear in the chat. User have a choice: enter details and
immediately transfer money or continue talking.

29. New Technologies
29
Snapchat introduced sunglasses with built-in camera
The company introduced the sunglasses for $130 with a built-in
camera with a 115 degrees viewing angle. Sunglasses can record
10-second videos and automatically place them in the Memories
section in the Snapchat app.
Video, which was saved on gadget can reboot on a phone via WiFi or
Bluetooth, edit and then share it in Snapchat.

31. 31
PROBLEM:
Many amateur photographers lose great photo
opportunities just because they are not aware
of what can make a great picture. Canon saw
an opportunity to help them get the most out of
their photos.
IDEA:
Canon created smart billboards - digital
screens and trucks equipped with giant
monitors - that tapped into API data, like light,
weather, time, traffic, location and events, to
provide customized tips to photographers right
when they needed them the most.
SOLUTION:
Brand used social listening to identify NYC’s
most photographed areas, where billboards
were placed. The billboards captured the real-
time data, fed it into a custom built program and
immediately served the most relevant photo tip.
RESULTS:
+1485% 2MM+
31% 27MM+
Increase in Time
spent with brand
Street
Impressions
Earned media
impressions
Increase in Weekly
social shares
Canon. Photo coach

32. 32
PROBLEM:
Hundreds of people across the world are required to learn English. One of their biggest struggles is
perfecting a wide vocabulary. Normally based on repetition, the learning process to remember new
words with accurate pronunciation is difficult and boring.
IDEA:
An App that turns our everyday surroundings into a powerful learning tool. Now mastering a wider
vocabulary is as easy and as fun as taking a photo.
SOLUTION:
The British Council needed a useful idea, so now their students can snap a picture and improve their
vocabulary instantly. By re-purposing a piece of technology built primarily for mobile-commerce, the
Visual Dictionary app analyzes millions of images and then propose a translation and some words,
characterizing this object.
RESULTS:
launched across the 100 countries where British Council has institutes in;
303 573 imgs were searched in just first 2 weeks
VISUAL
DICTIONARY
An idea that makes the whole world your
English classroom
Take a photo of any
object You don’t know
the word for
The platform identifies and
match against millions of
pictures on the Internet
Learn the meaning and
its pronunciation by
tapping on the word

33. 33
PROBLEM:
In the US 80% of people have never tried Coke Zero. They think it tastes just like any diet soda. Yet
60% of people who try it, like it. Brand had to get more people to taste Coke Zero.
IDEA & SOLUTION:
Coca Cola made advertising drinkable. By partnering with Shazam brand developed a new way of
using audio recognition. The result was a unique interactive experience that allowed TV, radio ––
even concert screens and stadium jumbotrons –– to pour a Coke Zero directly into people’s phones.
Every interaction ended with a coupon that could be redeemed at special Coca-Cola vending
machines and major retail stores.
RESULTS:
The drinkable TV commercial
became the most “shazamed”
ad of all time
During the launch weekend
the campaign sampled 155K
coke zeros
The drinkable posters
delivered 4K coke zeros in 2
days
Drinkable advert delivered the
best sampling result in the
history of the brand
#1

34. Interesting page
34
Dear readers, we all love the
crosswords and puzzles.
Therefore, today we offer you to get
off a daily routine a little and solve
our comic crossword.
Don’t take it seriously and enjoy 

35. Interesting page
35
1. Who we do advertising for?
2. Nightmare of every office worker
3. The place where we like to spend the
evenings
4. What prevents the enjoyment of Internet ads?
5. “Flight of ideas” which makes advertising more
interesting and exciting (and it motivates to
buy more )
6. Urgent periodical action
7. We are interested to review it in the car
jamming
8. The reason for which we are going to the
Internet
9. The main objective of placement on TV
Answers are on the next page
1
2
3
4
5
6
7
8
9

36. Interesting page
36
C O N S U М E R
D E A D L I N E
W O R K
A D B L O C K
C R E А T I V E
R E P O R T
B I L L B O A R D
B А N N E R
R A T I N G
1
2
3
4
5
6
7
8
9
1. Who we do advertising for?
2. Nightmare of every office worker
3. The place where we like to spend the
evenings
4. What prevents the enjoyment of Internet ads?
5. “Flight of ideas” which makes advertising more
interesting and exciting (and it motivates to
buy more )
6. Urgent periodical action
7. We are interested to review it in the car
jamming
8. The reason for which we are going to the
Internet
9. The main objective of placement on TV

37. 37