This month's topcs: - Vacation had reached its close - Media channels are refreshing in a run-up to business season start

1. This month’s topic:
Vacation had reached its close.
Media channels are refreshing in a
run-up to business season start

2. TV MARKET. AUGUST 2015
2
WGRP
All 18-54 50k+
Jan-
Aug’14
Jan-
Aug’15
+/-
Pharma 201 046 215 523 7%
Alcohol 180 459 105 252 -42%
Products 76 922 81 379 6%
Non-alcoholic beverages 70 102 79 116 13%
Trade 38 509 65 536 70%
Communications 46 681 63 685 36%
Hygiene 66 716 43 098 -35%
Confectionary 52 446 32 510 -38%
Transport 25 716 23 968 -7%
Household Chemicals 43 883 23 364 -47%
Cosmetics 39 322 21 677 -45%
Finance 19 699 19 804 1%
Perfumes 17 104 15 036 -12%
Household Appliances 9 363 9 738 4%
Technologies 4 604 7 131 55%
Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media
TOP categories
• 11% activity decrease comparing to the same period
of last year;
• Following categories continue to grow:
Communications,Trade and Technologies;
• Pharma, as before, hold leadership position on TV
with slight growth;
• Cosmetics and Household Chemicals – are the
categories with the greatest decrease due to further
decline in investments by major international
companies;
• Alcohol – further activity decreasing due to entry into
force the law about beer advert restriction

3. Trade
Rozetka.ua is still category driver in
August, hardware stores and
Epicenter also increased
Technologies:
Internet and TV services active
support by telco Volia and
Ukrtelecom
CHANGES IN TOP CATEGORIES. AUGUST 2015
3Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media
Significant increase in January-August 2015 showed following categories:
+70% +55%

4. TV MARKET. AUGUST 2015
TOP advertisers
• Beer companies AB InBev and Carlsberg Group had
gained the leadership due to active support up to
August 2015 before Law restrictions entered into force;
• Kyivstar and MTS continue active promotion of 3G
Internet services;
• Major international companies such as Kraft Foods,
P&G, Reckitt Benckiser etc., continue investments
reduction;
• Rozetka.ua is a local player with the most sharp
growth (x9 times vs. 2014).
4
WGRP
All 18-54 50k+
Jan-
Aug'14
Jan-
Aug'15
+/-
Nestle & L'Oreal 46 675 49 543 6%
Carlsberg Group 21 269 26 240 23%
Mondeliz Ukraine (Kraft Foods) 27 595 24 580 -11%
P&G 42 368 24 177 -43%
AB InBev 21 154 24 109 14%
Unilever 19 787 22 326 13%
Farmak 21 796 21 438 -2%
MTS GSM 15 794 21 086 34%
Novartis 21 977 19 941 -9%
Rozetka.ua 2 253 19 753 777%
Pepsico 14 486 18 836 30%
Kyivstar GSM 15 586 17 894 15%
Reckitt Benckiser 21 041 16 402 -22%
Ukrtatnafta 18 885 16 145 -15%
Sanofi-Aventis 11 931 14 229 19%
TOTAL 954 698 848 616 -11%
Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media
Local players

5. 0
5
10
15
20
25
30
35
40
45
40 42 44 46 48 50 52 2 4 6 8 10 12 14 16 18 20 22 24 26 28 30 32 34
Thousands, EqGRP
2015 2014
WEEKLY TV ACTIVITY. JANUARY-AUGUST 2015
5
In the second half of August have
been observed a significantTV
activity growth, which let to
exceed last year results
Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media

6. CHANGES IN LEGISLATION
6
Rada is being offered to prohibit political
advertising
Laws in draft about the political advertising prohibition,
canvass restriction and resistance to editorializing were
introduced.
It was proposed to prohibit political parties advert
in audio-visual Mass Media and OOH mediums, party’s
name or symbolism usage in commercial
or social advertising, program’s sponsorship and
opportunity in any other way straightly or indirectly
financeTV and Radio organizations.
Prohibition doesn’t refer to printed Mass Media.

8. OTHER MEDIA TRENDS. TV
8
NewTV channels launch in Ukraine
Cable male channel DTX
Discovery media group in partnership with Volia company is
launching a new channel for TA M 18-45. DTX must be loved by
funs of racing, cars, extreme sport and other male entertainments.
Satellite channel about fashion HD Fashion & LifeStyle
Meanwhile, previously available HD Fashion will stop broadcasting
by the reason of license duration expiring.
New channel have 24-h broadcasting, 82% content share of in-
house production, entertaining format. Minimal volume for
entertaining programs is 16 h, for erotic – 4h.
Channel monetization will be realized due to ad selling and paid
access to content sales.

9. OTHER MEDIA TRENDS. TV
9
QTV channel changed its logo and air identity
Desire for update and modern design trends following
became the reason to changes. New logo is flexible, it’s
possible to play with it in spots, it changes, expresses
emotions, interacts with other promo materials characters.
QTVchannel is a part of StarLightMediaGroup, it was launched in
2007and focused on child, teenagersand young people audience.
World animationseries “Simpsons”, “Futurama”, “Sponge Bob”,
“Griffins”etc. and domesticmanufactured program about video
games“Igronavty” are representchannel program base.

10. OTHER MEDIA TRENDS. TV
10
TV channel“Ukraina”has got a permission to
broadcast in ATO zone
NationalTelevision and Radio broadcasting council of
Ukraine permitted to TV and Radio company“Ukraina”a
temporary broadcast in ATO zone till it’s over.
TV channel will broadcast on 39 channel in
Krasnoarmeysk, Donetsk region and broadcast TV channel
“Donbass”programs.

11. OTHER MEDIA TRENDS. TV+INTERNET
11
SPI (Filmbox) now enable at MEGOGOTV
4 high definition TV channels (HD) and 3 standard
definition TV channels (SD) from SPI Group, famous in
Ukraine as FilmBox, were added to video-service TV
packages.
Main FilmBox channels value is a deep subject scope and
high-professional set of programs and content.
Viewing will be available in a separate package.
MEGOGO TV monetization provides due to paid
subscription and at the expense of advertising.
As of today, for MEGOGOusers there are 3 availableTV packages:
MEGOGOTV Mini, MEGOGOTV and specializedpackage FilmBox,
composedof 7 niche channels.

12. OTHER MEDIA TRENDS. TV+INTERNET
12
Odnoklassniki launched own online-TV
Broadcasting is available for viewing in HD-quality in own
social network video players at all platforms.
Odnoklassniki can control broadcasting continuity by
themselves and provide it without quality losing in high
resolution.
During the programs viewing, users can discuss the video
content in comments, share it in feed and like it.
Viewing is available in anonymous mode for unregistered
users.

13. OTHER MEDIA TRENDS. TV+INTERNET
13
HromadskeTV launched a culture channel
Main editor of online-magazine Comma Sergey Kein will
lead new platform“Hromadske Cultura”.
New platform designed for those, who interested in music,
films, literature, theatre and those in search of new ideas.
Broadcasting started on September 1.

14. OTHER MEDIA TRENDS. OOH
14
New formats in Out-of-Home advertising
Future technologies
Holograms, smoke projections, unexpected pictures, poping-up at
show-case – now all this technologies are available in Out-of-Home
advert.
Example: Vinnitsa fountains, where a whole shows with music and
special effects project on water. The most important criteria of such
placement is darkness for rich picture, or Indoor project.
Premium format
Automobile companies can provide a car to deliver VIP-passengers
to airplane from premiere-lounge and back.
Potential client can not only have a look at car externally, but also to
sit inside and feel driving. It’s available to branding car, dispense
booklets, leaflets, gifts from company.

15. OTHER MEDIA TRENDS. INTERNET
15
“Odnoklassniki”launched group video
channels
It will allow content producers to increase spots viewing
and take place on better video show-case.
Tool gives an opportunity to subscribe to video channel
without subscription to group and anonymous video
viewing without registration. Channels, created in groups,
are available in video search, on show-case and theme
sections.
Section“Video downloading”is available for administrator
now. It helps to track downloading process, edit video
name, description, add tags and change channel.
Video channel creation is available only for web-version.

16. OTHER MEDIA TRENDS. INTERNET
16
“Vkontakte”started to put advertising over
video playing testing
Now advertising is appearing during the video watching,
and can be closed by clicking on mouse button.
Previously users could see advert only by watching video
spots in build-in YouTube player. Now social network is
adopting such format in own video player.
It remains to be seen if authors can influence on advert
content and how often advert tables will appear.

17. OTHER MEDIA TRENDS. INTERNET
17
“Livejournal”will launch blogger's exchange
for ad placement in September
Advertisers will be able to officially invite authors to
presentations or to propose them remuneration for
mention in blogs.
Bloggers will see current offers. Themes, volume of work,
payment size or posts amount may be any due to client
tasks. Advertisers will see blogger’s rating, their social
capital, audience size, advert post price and etc.
Information related ZZ’s commission, will be known before
launching.

18. OTHER MEDIA TRENDS. INTERNET
18
NovoeVremia has launched Ukrainian-
language site version
Popular news portal Novoe Vremia has launched
Ukrainian-language site version, which will update across
with Russian.
Launch was dedicated to Independence Day of Ukraine
celebration.
Technically Ukrainian site version works in test mode.

19. OTHER MEDIA TRENDS. INTERNET+PRESS
19
Sites updating
Automobile magazine“Za rulem”(uzr.com.ua)
New design, simple navigation system, still more photos and video materials.
Site content always differed from magazine’s due to more theme sections and multimedia content.
Online-edition“Bulvar Gordona”
Portal will work in 24-h mode. It’s placed on old domain bulvar.com.ua and nowadays works in beta-mode.
Site contains information about important and interesting news from culture and high-society life, exclusive confessions and
facts from Ukrainian and world stars life. Also a whole many years' weekly archive will kept on site, and new printed edition
issues will appear there every week.
First in Ukraine star’s internet-shop opening plans in the nearest future.

20. OTHER MEDIA TRENDS. RADIO
20
CrimeanTatar radio“Meydan”can start
broadcasting in continental Ukraine
Radio station, which had stopped broadcasting on Crimea
territory because of Russian license absence, can start to
work in local networks. There are a lot of free frequencies,
which can be used.
Now this question is on discussing stage with National
Council.
Advertising opportunities: audio ads, programs
sponsorship and studio guest.
Radio station“Meydan” as other TV channels ATR, Lale, radio “Lider
FM” , from April 1, 2015 stoppedbroadcastingin annexed Crimea.
From June 17 ATR and Lale resumed broadcastingfrom Kiev,“
Meydan”became internet broadcasting.

21. OTHER MEDIA TRENDS. PRESS
21
Newspaper“Ukrainskiy futbol”cease to exist
because of debts
The oldest football edition is critically endangered.
Newspaper issue, which had to appear in August, wasn’t
published.
The reason was a worker’s strike, which didn’t get salary
during few months.
Newspaper“Ukrainskiyfutbol” was printed in 1991 for the first time
and considered as the oldest national footballedition in Ukrainian
language.

22. OTHER MEDIA TRENDS. PRESS
22
Battalion Donbass launches their own Mass
Media
Battalion Donbass decided to publish a newspaper, as
official Mass Media. First issue is already released.
All, who wants to join issue as a journalist, proofreader,
editor or would like to provide a financial support are
welcome to collaboration.
Newspaper will be published in printed version. On-line
version is not provided.

24. OTHER MEDIA TRENDS. OOH
24
“Smart”billboards
English advertising constructions development company
Ocean Outdoor U.K. intends to place high-technology
billboard in Birmingham main bus station. Known as
Media Eyes technology can create a demographic portrait
of walking by passengers and select the most appropriate
adverts for them.
Construction have impressing size – 3 LED screens
(30x7m). Besides this, Media Eyes provides for passengers
free Wi-Fi, what will get to know more about product on
the spot and initiate a purchase.

25. OTHER MEDIA TRENDS. INTERNET
25
Innovations in Facebook
Button“Donate Now”adoption
Button allows to send donations to non-profit organizations or to their brand pages. When a user clicks on the button, they’re
first notified that the non-profit isn’t affiliated or endorsed by Facebook, before being taken to the organization’s site where they
can complete their donation.
Earlier such attempts with call-to-action button were made for non-profits UNICEF, Red Cross and DonorsChoose.org.
Direct contact with brand
Due to Send Message option, subscribers can directly connect with company representative, whose ad placed in feed. Facebook
will award‘Very responsive to messages’status in case of business accounts react on 90% of incoming messages within 5
minutes on average.
Such function will made client’s problems solution even more effective and comfortable.

26. OTHER MEDIA TRENDS. INTERNET
26
GIF-advert from Facebook
Advertising banners in GIF format now can be
placed in Facebook. American fast food chain
Wendy’s and Brazil chain Kuat, belonging to Coca-
Cola were the first brands who obtained a
permission from social network to do this.
Such format usage is possible on brand pages
inside separate advertisements or as attached
picture in boosted posts.

27. OTHER MEDIA TRENDS. INTERNET
27
Video ads in Google search results
Google is testing promoted video ads in search results.
This ads are in a limited test right now and have come up
in discussions between Google and the ad industry.
The video ads would be the next step in Google’s
evolution of search advertising, which started as simple
links but increasingly include photos and other media
formats.
Previouslysearch enginesBing and Yahoo and various platformsand
recourses, including Twitter,Facebook and YouTube startedto show
videospotsin search results.

28. OTHER MEDIA TRENDS. INTERNET
28
YouTube launched stream-service“YouTube
Gaming”for gamers
At this stage web-service is available in the USA and Great
Britain, other users can download mobile app for iOS and
Android.
Functionality allows to add any games to collection,
subscribe to famous bloggers channels, use internal
search and recommendation system.
Thanks to service, advertisers will get an interested
audience, which searches a defined content.
Pre-rolls and TrueView are available to advertisers. Kotex
and Wendy’s brands have already used such opportunity,
also NBCUniversal advertised 2 premiers through Cinema
andTV.

29. OTHER MEDIA TRENDS. INTERNET
29
Struggle with flash-advertising
Amazon refuses from flash-advertising
On a Knowledge Day Amazon company joined to active
struggle with ads, based on Flash-technologies. In
analytics judgment, such step will allow company to make
their business safer.
Previously Google and Mozilla refused from flash usage on
their recourses.
Chrome will pause flash-advert
Web-browser Chrome will play into the hands of tired
from automatically played spots and ad-forwarders users.
Now all downloaded into Google AdWords service
advertising will be converted into HTML5, thereby will set
a trend of modern format spreading instead of Flash
among advertisers.

30. OTHER MEDIA TRENDS. PRESS
30
The New York Times built a Slack bot to help
decide which stories to post to social media
The New York Times specialists created a tool Blossom, built-
in messenger Slack, which permits to select materials for
placement on social networks. Such robot necessity is directly
connected with that fact, that NYT publishes about 300 new
materials, 1/6 of which gets to Facebook page. Now It’s
enough to ask robot“Blossom Facebook?”and obtain
recommendation.
Besides material content and various statistical functions
analysis, robot has a secret functions, for example, giving
information about weather. Developers think, that this will
provoke user for closer contact and all opportunities learning.

32. UKRAINIAN CASE. MOBILE APP
CAMPAIGN: “I see well”, Kievstar, Ukraine, 2014
PROBLEM: Bigger part of time in modern world we are spending at the
computer. Due to Ministry of Healthcare of Ukraine data, every 10th
Ukrainian suffer from vision problems. It’s even more than 4M people. 70%
of them don’t visit a doctor because of various reasons, such as shortage of
time.
SOLUTION: Kievstar company in collaboration with The Filatov Institute of
Eye Diseases and Tissue Therapy developed mobile app for smartphones
and tablets “I see well”, as handy, available and not taking a lot of time, as
in doctor visiting case. App gives an opportunity to pass diagnostic tests,
look recommendations and prophylactic gymnastics for eyes. Also It was
created a version for children with exercises in game format.
RESULTS:
• >45 000 users from more than 30 countries downloaded an app for their
devices;
• positive app users reviews and interest from various countries’ medical
workers.
32

33. CAMPAIGN : Ping Pong Pitch, Saucony, Ukraine, 2013
PROBLEM: Famous shoes and clothes brand were considered only as
professional sportsman’s brand.
GOAL: Lead brand out from only sport shoes segment to daily youth
shoes.
SOLUTION: Saucony became an organizer of open pair table tennis
tournament for amateurs. The most appropriate media and way for
collaboration with target audience – digital and participation/active role
were used. A micro-site, where everyone could participate or record a video
from web-camera and then add It in interactive poster, was created. Printed
posters with on-line campaign participants were placed in the city and
friendly establishments.
RESULTS:
• investments in media were minimal due to target audience supporting
the idea and started it’s independent promotion;
• tournament was supported in media: Korrespondent, The Village,
Forbes, Men’s Health, Look At Me.
33
UKRAINIAN CASE. SPONSORSHIP

34. CAMPAIGN: The Gift of Perfection, Stella Artois, Great Britain, 2013
GOAL: Due to increasing competition on market, beer brands compete
to demonstrate their value for bars and clubs, which supply with their products.
Over last year Stella Artois gathered a lot of loyal funs in social channels Goal
consisted in increasing bur visits due to loyal Stella Artois consumers rewarding.
SOLUTION: Mobile app, leading to social network Facebook page were created.
Thanks to app Stella Artois gave an opportunity to the most active funs to make a
present for friends, directing them in defined bars to receive a present.
RESULTS:
• 568 free Stella Artois beer glasses were presented;
• 60 К Stella Artois funs were reached.
WORLD CASE. MOBILE APP
34

35. WORLD CASE. SOCIAL CAMPAIGN
35
CAMPAIGN : Visible salt, Foundation Favaloro, Argentina, 2015
SITUATION: Salt consumption in Argentina exceeds recommended norm x2
times, what can lead to serious heart deceases, causing a lot of deaths.
INSIGHT: We consume more salt, that It’s needed because we don’t see It.
SOLUTION: Foundation Favaloro clinic found a way to pay attention to the
problem: repaint usual salt in bright colors. Blank with salt were promoted in clinic
with free medical test passing opportunities, in supermarkets, in restaurants, in
the street. Social campaign was reached on TV in cooking programs, on radio and
social networks.
RESULTS:
• 18 М people were reached thanks to TV and radio;
• 16 М impressions; 920 К Facebook users for first 2 days;
• hashtag #LaSalQueSeve (Visible salt) got great promotion in network; hashtag
#SALFIE in Instagram was supported by more than 100 celebrities;
• big salt manufacture expressed desire support campaign financially, buying and
promoting salt.

36. CAMPAIGN : The Freshest Orange Juice Brand, fresh-squeezed orange
juice, France, 2015
SITUATION: Orange juice is a very popular in Europe, a half of daily juice
sales (~225M litres) is allocated among European countries. Competition
among brands increases. Every manufacturer assets that his brand is the
best one.
GOAL: To increase brand sales due to consumers convincing in fresh-
squeezed juice’s benefit and quality.
SOLUTION: Correct juice preparation time is the best freshness
confirmation. Brand name changes with every minute and with every
bottle of juice, produced in this minute. Juice is made straight in
supermarket, thereby satisfying arising demand and preventing excess
costs. For launching integrated campaign on TV, OOH advert, social
networks and in purchase place were used.
RESULTS:
• +4600% sales increasing, +25% visits for first 3 campaign days;
• 50 М media impressions for first 3 hours after launching;
• quick hashtag #LeJusLePlusFrais distribution, TheFreshestJuiceEver in
network.
WORLD CASE. PRODUCT
36

37. All of us, being a child, loved to solve
riddles and rebuses. Do you know,
that first rebuses appeared in France
in XV century? At that time it was
really a show. With the lapse of time
rebuses' character has changed and
it became play on words. In that
time have appeared first painted
rebuses. First printed rebuses edition
appeared in France in 1582.
In this month we propose
divert your attention from
daily routine, refresh
in memory childhood years…
…So let’s play!
Interesting page
37

38. A little hint
38
But before starting rebuses’solving, we would
remind the main rules:
• Rebus reads from left to right and top-down;
• If object on picture is turned over – it’s name reads from
right to left;
• If near the picture is painted number and equality sign,
that means, that a letter with ordinal number should be
subtitled by another one from equality;
• Comma sign indicates which letter should be taken away
at the beginning or at the end.
Good luck!

39. 39
2 2=T

40. 40
A
C R

41. John Robert Fowles wrote: “…there is a hidden energy in any riddle.
And those, who is looking for answer, powering by this energy.”
We provide energy source and wait an answers from you. The most
impatient can bravely turn over the page seeking answers
41

42. Answers
42
= advertising
= competitor
= consumer
= media plan
2
2=T
A
C R

43. See you
in the next issue!