The document discusses various trends in the TV, internet, radio, and global media industries. Some key points include: - Linear TV is planned to be disconnected in Ukraine in June 2017 as frequencies are released for 4G. - Facebook is launching new interactive ad formats like Canvas that allow full-screen user interaction. - Foursquare is introducing a new tool to help retailers measure how online ads influence offline store visits.

1. 1
Advertisers are enhancing
activity, social networks
continue advertising formats
renewal and new channels
launch on TV

2. WGRP Changes, g.p. Jan-Feb'15 Jan-Feb'16 Changes, %
Pharma 0 67 725 75 128 11%
Communications 0 21 775 23 722 9%
Alcohol +5 8 051 20 902 160%
Products 0 16 973 17 329 2%
Non-alcoholic beverages -2 19 642 15 260 -22%
Entertainment +1 8 349 14 482 73%
Trade -2 10 558 14 037 33%
Cosmetics +2 6 736 11 208 66%
Hygiene -3 8 485 11 040 30%
Household Chemicals -1 6 810 6 331 -7%
Transport +1 4 930 6 124 24%
Confectionary -1 5 072 5 891 16%
Perfumes +1 2 175 2 311 6%
Computer Technologies +2 1 705 2 267 33%
Household Appliances -2 3 128 1 990 -36%
TOTAL - 107 819 131 246 +18%
TV market. February 2016
2
TOP categories
• 18% activity growth comparing to the same period of last year;
• Almost all categories showed a positive dynamics at the beginning
of the year;
• Pharma and Communications hold a leadership position the
second straight year during this period;
• Alcohol – the biggest growth due to holidays season and thereto
related activity;
• Computer Technologies category is in January-February TOP-15
for the first time due to UkrTelecom and Volia own services support
and equipment support by TM Lenovo
Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media

3. TV market. February 2016
Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media 3
WGRP ALL 18+ 50K+ Changes, g.p. Jan-Feb’15 Jan-Feb’16 +/-
Nestle & L'Oreal 0 14 117 17 430 23%
Farmak 0 8 844 9 776 11%
P&G +4 4 290 7 685 79%
Global spirits +55 862 7 170 732%
Mondelez Ukraine (Kraft Foods) -1 6 132 6 186 1%
Reckitt Benckiser -1 5 068 5 804 15%
Rozetka.ua +13 2 562 4 920 92%
Kyivstar GSM -2 4 105 4 817 17%
Unilever -7 6 617 4 623 -30%
Novartis -9 8 434 4 314 -49%
UkrTatNafta -1 3 469 4 256 23%
Beiersdorf +6 2 586 4 206 63%
Vodafone (MTS) 0 2 980 3 646 22%
Arterium -3 3 233 3 627 12%
Sanofi-Aventis -7 3 944 3 527 -11%
Local advertisers
TOP advertisers
• Almost all advertisers stabilized and increased over again their
activity, that had been losing in 2014-2015 years;
• Global spirits showed a significant holiday activity growth this
year;
• Nestle & L'Oreal and Farmak hold leadership the second
straight year by increasing activity comparing to the same period
of last year;
• A lot of Pharmaceutical companies are in TOP-15 at the
beginning of the year due to seasonal activity

4. 0
5
10
15
20
25
30
35
40
1 2 3 4 5 6 7 8 9
Thousands, WGRP
2015 2016
Weekly TV activity. 2016
4
Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media
TV activity is recovering after a negative
last year trend and showing permanent
growth.
Only on the 4th week it was a little
downfall comparing to the last year
results.

6. Other media trends. TV
6
Linear TV is planned to be disconnected in Ukraine in
June 30, 2017
After several date shifts for frequencies releasing, which are used for
linear TV broadcasting, National council on Television and Radio
broadcasting with National commission for the state regulation of
communications and informatization made a common decision.
June 30, 2017 will be an ending date for linear TV and Radio
broadcast technology usage in Ukraine.
Previously, National council on Television and Radio broadcasting
suggested to stop broadcast on December 31, 2017. But such date
wasn’t acceptable for National commission for the state regulation of
communications and informatization due to necessity to release
frequencies for 4G adoption.
Source

7. Other media trends. TV
7
Ukrainian channels broadcast was resumed in Avdeevka
In Avdeevka, Donetsk region two transmitters with 100W and 200W
power were installed for “Perviy natsionalnyi” and Regional State
Television and Radio company broadcast renewal on 12 and 30
channels.
Transmitting equipment was installed as decision execution of
Commission on ensuring stable operation of national television and
radio broadcasting under Ministry of information policy.
Source

8. Other media trends. TV
8
TV channel “Istoria EM” will be launched in Ukraine
“Evromedia Ukraina” obtained a license for TV channel “Istoria EM”
satellite broadcast: it’ll be among the first scientific-educational
channels in Ukraine.
Different projects about world history will be presented on air:
documentary, feature, contemporaries’ memories and others.
Channel will broadcast in satellite network for 24 hours per day and it
will offer the best world studios works and in-house production
programs.
The launch is planned for 3rd quarter of 2016.
Source

9. Other media trends. TV
9
National council on Television and Radio broadcasting
prohibits “24 Ukraina” channel broadcast in Ukraine
Monitoring department of National council fixed a translation of
Russian-language TV channel with logotype “24 Ukraina” on Internet
and satellite, which is not registered neither in our country, nor in
Europe broadcast.
Providers were reminded about necessity to check information about
country of consignment and foreign programs proprietors and to hold
back from retransmitting programs with logotype “24 Ukraina”.
Source

10. Other media trends. TV
10
15 Russian channels were prohibited in Ukraine
15 Russian channels were excluded from the list of foreign programs,
whose content satisfies European convention about transboundary
television requirements and Ukrainian legislation by National council.
Decision was made on monitoring results of channels, which are
retransmitted in Ukrainian cable networks.
Such channels retransmitting is prohibited in country: Sovershenno
sekretno, Kto est kto, Shanson-TV, Park ravlecheniy, Mir seriala, Avto
plus, Kuhnia TV, KHL, Nayka 2.0, Moia planeta, Telecafe, Boets,
Vremia: daleokoe i blizkoe, Nastoiaschee Strashnoe Televidenie (NST)
and Sarafan.
Source

11. Other media trends. TV+Internet
11
MEGOGO will show Discovery Communications’
channels to Ukrainian subscribers
Online cinema MEGOGO and Discovery Networks CEEMEA made an
agreement, due to which 8 Discovery Communications’ TV channels
became available in MEGOGO TV service. 6 among them are in HD
quality: Animal Planet HD, Discovery Science HD, ID Xtra HD, DTX
HD, Eurosport 1 HD and Eurosport 2 HD. Also Discovery Channel and
TLC are available for subscribers.
Total channels quantity in MEGOGO TV-packages became equal 134,
30 among them are in HD after signing a contract with Discovery.
Source

12. Other media trends. Internet
12
Mail.Ru Group launches interactive advertising from
“Weborama”
Company certified WARM technology for interactive advertising
placement usage on their digital platforms. Technology owner is
French company “Weborama”, whose Russian department works in
Rich Media and Programmatic market segments.
Interactive Rich Media formats is a non-standard advertising with
interactive elements and effects for communication with user. WARM
technology makes them available on Mail.Ru Group’s key content
sources.
Now advertisers can use Rich Media formats in conjunction with wide
coverage opportunities and accurate targeting.
Source

13. Other media trends. Internet
13
Advertising news from Google
Reduction of advertising blocks quantity
Context advert in AdWords will remain above and below from search results, however, quantity of advertising in upper part can be increased
from 3 to 4. Extended block will be shown in highly competitive request. Only trade advertising (Product Listing Ad) and knowledge panel will
be in right part. Reduction of advertising blocks will make search results on desktops similar to mobile version.
Refusal form advertising Flash-banners and protection from Click Frauds strengthening
Google announced a forthcoming process of complete switching to HTML5:
• starting June 30th, 2016, display ads built in Flash can no longer be uploaded into AdWords and DoubleClick Digital Marketing;
• starting January 2nd, 2017, display ads in the Flash format can no longer run on the Google Display Network or through DoubleClick.
Video ads built in Flash will not be impacted at this time.
Also it was announced adoption of new function, which will automatically screen over traffic from 3 biggest botnets, which are controlled by
company specialists. Filter is now available for all Google Display Network and DoubleClick Bid Manager advertisers.
Source

14. Other media trends. Internet
14
Brand’s apps promotion in DoubleClick became easier
Google added new functions, which are intended to help brands in
apps promotion in DoubleClick Digital Marketing:
• apps settings can be automatically monitored as conversions in
DoubleClick without any code corrections if company's app is
placed in Google Play;
• new formats of advertising creative for app installation are available
in DoubleClick Bid Manager campaigns;
• DoubleClick Campaign Manager have universal advertising
available now;
• new extensions, which allow to display link for an app in AdWords
text advert in Google search appeared in DoubleClick Search.
Source

15. Other media trends. Internet
15
Advertising will appear in Facebook Messenger
Companies will be able to send advertising messages to users, who
they are chatting to. It’s recommended for brands to start a
conversation right now. It’ll allow to sent advert as soon as function
became available.
Social network will make business and users communication easier by
short URL: fb.com/msg/ launching.
Source

16. Other media trends. Internet
16
Source
Changes in video advertising on Facebook
• Widening of metrics set
Quantity of viewed minutes, views, unique viewers, average % of completed views, audience retention, average view duration are displayed in
“Video” tab in Statistics section now. Previously, only Views, which were counted in case of person was watching video at least for 3 seconds
were shown.
Page administrators also will be able to do additional breakdown by criteria – Sound-On and Sound-Off.
• Appearance of automatic subtitles addition opportunity
Previously such opportunity have already been available for advertisers, but they had to build-up subtitles into video or download them as
separate file. Automatic subtitles addition option will be available soon. New tool will generate subtitles during runtime of video advertising
creating, whereat advertisers will be able to edit and save them.
• Integration completing with Moat
Collaboration with analytics company Moat had a goal to obtain strange statistics for video advertising. Now integration is launched in world
scale. Moat will produce views measurement and their duration for advertising video in Fb.

17. Other media trends. Internet
17
Facebook launches new interactive format of mobile
advert Canvas
It’s a full-screen interactive advert, as apposed to carrousel type
advert. They are made as mini-site, which is created for concrete
products.
New format allows users to interact with advertising content: photo,
video, GIF-animation. Advert in such format looks like usual advert in
feed. But instant download of full screen version happens on click.
Canvas was nicknamed as “instant articles” for advertisers for faster
downloading.
Product will be available for advertisers all over the world.
Source

18. Other media trends. Internet
18
Instagram launches view counters for video
Innovation is called to give content creators a tool for fuller users
attraction measurement. New function will allow to see not only
views quantity, but also video likes and comments quantity.
Due to company’s data, for the last year and a half quantity of time,
which was spent on video viewing in Instagram has increased by
40%.
Source

19. Other media trends. Internet+Press
19
Source
Americans have blocked Forbes.ua domain by “anti-vandal” tool
Ukrainian Forbes issue domain is inaccessible again after recent debloking by Chernovtsy court. User receives a transfer to reserve second level
forbes.net.us domain or a message about domain protection with MarkMonitor system help at attempt of this address opening .
MarkMonitor is online service for trade marks protection in internet. Blocking was provided by Americans independently from Ukrainian registrar.
Obtaining a right to .ua level domain registration in Ukraine is available only in the rights to relevant TM presence. In the summer 2015 it became known that American
PH Forbes denied Ukrainian media holding right of Forbes brand usage, because company owner is under USA sanctions. Journal remains in print still. Issue site has
moved from forbes.ua domain to forbes.net.ua, but in December Chernovtsy court obliged Imena.ua to return access to forbes.ua. This court judgement was accepted
without American side participation.

20. Other media trends. OOH
20
In Kiev 1800 signboards were demounted during 2015
It’s twice as much as in the last year. Cleaning from illegal
constructions is mainly focused on the city center.
In total about 7000 signboards are placed in Kiev, 70% of which don’t
have for this a permission and can be demounted. City is interested in
this constructions legalization.
Illegal signboards will be demounted this year. 31 object was removed
from foreside in January.
Source

21. Other media trends. OOH
21
Europian format street furniture will appear in Lviv
More than 30 public transport stations by Norman Foster design will
enrich city streets soon.
BigBoard Ukraine group will settle stations in Lviv central part.
Townspeople will obtain an opportunity to charge gadgets and use
the Internet besides comfort transport waiting. Station pavilions are
planned to be settled by stationary system with Wi-Fi coverage and
city transport routes graphic maps.
In 2012 BigBoard Ukraine has already settled street furniture objects at the
central part of Lviv as a demonstration project (7 modern stations, 7
information-poster colons). Except Lviv, group realizes street furniture projects
in Kiev, Odessa, Kharkov, Dnepropetrovsk for more than 5 years.
Source

22. Other media trends. Radio
22
“Hromadske radio” obtained a license for satellite
broadcast
TV and Radio company “Hromadske radio” obtained a license for
satellite broadcast for 10 years.
In-house production programs share will be equal 77%, a minimum
national audio-visual content products share will be equal 89%.
License provides 12 hours and 15 minutes of information-analytical
and journalistic programs and for 2,5 hours culture-creative and
scientific-educational each and also 5 hours of music.
Source

24. Global media trends. Internet
24
European union launched web-site in Russian for
misinformation reaction
News about foreign European union policy and sanctions in relation to
Russia will be published on web-site. Such decision should assist in
struggle with Russian propaganda and society misinformation.
Besides, it’s promised regularly promulgate materials which are
directed on misinformation detection and exposure.
Source

25. Global media trends. Internet
25
Source
Twitter launched new advertising format First View
New format allows companies to place video, which will be at the top
of any user’s feed on the first service opening for 24 hours.
Such option supports only video format as yet, but with time it’s
possible to add other advertising types.
Primary advert will be launched in the USA and will be available each
in mobile app and the same in desktop and further will be spread in
another countries.

26. Global media trends. Internet
26
Microsoft presented new advertising network Bing
Network
Bing Network launch is a sign of Yahoo Bing Network existence end.
New network includes broaden number of partners, among which AOL,
Wall Street Journal and others are, that will bring to advertisers one
more conversions every day.
Bing Network creation is a result of new arrangements in the field of
searching collaboration between Yahoo and Bing. Sub-division of
Yahoo advert sale provided premium-accounts management by both
companies under the terms of initial deal. New deal returned this
competencies separately for each company.
Source

27. Global media trends. Internet
27
Foursquare will help to measure online-advert influence on offline-visitation
New tool Attribution will help retailers to measure internet-advert influence on offline shops visitation. Data will be available even for that
companies, which don’t place advert in Foursquare and Swarm apps.
Representational selection from 1,3M users, who activated data transferring about location in Foursquare was made. It’s available to find people
who has seen advert, research their behavior and than compare it with behavior of that group which didn’t see advert. It’ll allow extrapolate how
advert has influenced on shop or establishment attendance growth.
Flipboard, Brown-Forman, TGI Fridays, Drawbridge and Adelphic acted as launch partners. Due to Flipboard data, they were able to show
advertisers, that advertising campaign lead to 12% attendance growth by this technology usage.
Source

28. Global media trends. Internet
28
60 seconds advert will appear in Instagram
Service doubled advertising spots duration to attract advertisers on the
SuperBowl eve. Previously promo videos were restricted by 15 and 30
seconds formats.
T-Mobile and Warner Bros became first advertisers, who has tried new
format. Telecommunication provider intends to show in Instagram it’s
30” spot’ full version, which is specially produced for SuperBowl.
Warner Bros studio used such format to show new film How to Be
Single trailer.
Source

29. Global media trends. Internet
29
Wevr launches virtual reality Transport platform
New platform can potentially became YouTube for virtual world.
Transport will be the most effective platform for VR works testing and
promoting by merging developers and virtual reality content users in
one place.
Transport will be provided in all main VR platforms, including Google
Cardboard, Samsung Gear VR, HTC Vive, Oculus VR and PlayStation
VR to reach big coverage.
Source

30. Global media trends. Internet+Press
30
American Forbes launched “smart” Telegram-bot, which
is able to answer users’ questions
Bot is able to answer users’ questions. For example, it can sent an
information about person and some links to relevant article in Forbes.
Reader can subscribe for all materials on interesting theme – when
new article appears bot will sent you link to it. If desired user can read
article text in messenger without switching to issue’s web-site.
Forbes’ bot is developed with Chatfuel constructor’s help and it’s
functionality is available for limited publishers selection for now.
Source

31. Global media trends. OOH
31
Placed service will assist to detect who from point of sales users are involved by OOH advert
American company Placed, which specializes on locational identification in retail, launches a tool for out-of-home advert visibility estimation and
users, who it has led in point of sales identification.
Service measures >600M of width and length pairs among consumers, who participate in locational program, obtains information directly from
users’ devices and can detect person’s motion direction.
Service can apply to OOH approach, which is used for digital advert viewing estimate by comparing obtained statements with information about
OOH size and location. With the geotargeting and OOH advert convergence measured billboards function almost as retargeting for outworld.
Source

33. Campaign: Inspire Humanity, Coca Cola, JetBlue Airways, USA,
2015
Goal: to emphasize main communication messages that are all about
delivering happiness through their campaigns
Solution: In New York on Pennsylvania station Coca Cola placed their
vending machine, but instead of one it gave 2 bottles of Coke and
encouraged to “share a Coke with anyone”. Every person that gave a
Coke to a stranger was approached by a crew member of JetBlue,
receiving 2 roundtrip flights to any JetBlue destination
Results:
- 150 transactions during the day at the station;
- more than 70% shared their extra Coke with strangers;
- 11,6K likes on FB, 3K shares and 1,9 million views in just 6 days
World case. Ambient
33

34. Campaign: Are you fast enough, Reebok, Sweden, 2016
Goal: to promote new model of shoes ZPump 2.0
Solution: in the middle of the busiest street of Stockholm, Reebok put
up an outdoor ad equipped with a built-in speed camera and tracking
technology to measure pedestrians' pace. Anyone who ran past the ad
faster than 17 kilometers per hour (about 10.5 miles per hour)
unlocked one of the shoes, which they could then trade for a pair of
new ones in a nearby shop
Results:
- attracted attention of target audience and gathered the big crowd
beside the advertising;
- social and online media buzz
World case. Outdoor
34

35. Campaign: Catch the unseen, Audi, Sweden, 2015
Goal: to promote Audi’s quattro, that enables drivers to reach the most
inaccessible places
Insight: Sweden is full of beautiful unexplored places that haven’t
been documented. That’s despite the fact people share and uploads
more than 60M photos a day
Solution: people were challenged to document the most unexplored
places in Sweden. After uploading a photo with #CatchTheUnseen and
@AudiSweden on Instagram, they could find the nearest geotagged
photo. The winner was the one with the furthest distance
Results:
- 500K Instagram users;
- +24% the leading brand in four-wheel drive;
- +64% preferring in the premium car segment
World case. Digital
35

36. Campaign: Instant connections, Nescafe, Germany, 2015
Goal: to support brand communication “It all starts with Nescafe” using
the idea of coffee brings together people
Solution: to show strangers that they can connect over a cup of
coffee, on one of the busy roads of Berlin Nescafe added a vending
machine camouflaged beneath the pedestrian crossing button. When
two people figured out they had to press the button at the same time,
they were both rewarded with a cup of Nescafé that was delivered
automatically from the box
Results:
- over a million views on Facebook;
- more than 85K views on YouTube;
- over 600 people were connected by Nescafe
World case. Ambient
36

37. Campaign: Poster you can conduct, Budapest Festival Orchestra,
Hungarian Telekom, Hungary, 2015
Goal: to expand audience and attract young people to classical music
concerts
Solution: as youngsters are dependent from their smartphones,
Budapest Festival Orchestra in cooperation with Hungarian Telekom
combined classical music and technology and created posters with
interactive mobile game that can be conducted by smartphones.
Players had to conduct the orchestra in different tempo. After the
successful game players received a mobile coupon with a discount for
the orchestra’s next concert
Results:
- each of the posters attracted an average of 600 players in just a
week
World case. DOOH
37

38. Interesting page
38
Perhaps, logotype is first, what consumer is
paying attention for, when contacts with brand.
That’s why we propose You to plunge into color
gamma and brand positioning philosophy.
But, as diving into each sphere, it’s worth to
start from basics. We’ll explore to You brands’
color secrets and it’ll remain for You to guess
whose brand is imaged.
Enjoy

39. Interesting page
39
HARMONY WITH NATURE COLOR
CALM
NATURALNESS
CARE
FRESHNESS
GREEN
EVOKED EMOTIONS
RICHNESS
FERTILITY, WEALTH SYMBOL
TIGHT CONNECTION WITH ENVIRONMENT

40. Interesting page
40
SUN ENERGY COLOR
LOGIC
ENERGY
CONFIDENCE
THINKING
YELLOW
EVOKED EMOTIONS
INEXHAUSTIBLE OPTIMISM
YOUTH
PURITY, CLEARNESS

41. Interesting page
41
PASSION AND LOVE COLOR
ENERGY
EMOTIONS
FORCE
ACTION
RED
EVOKED EMOTIONS
EVOKE STRONG EMOTIONS
INCREASE PASSION
LOVE

42. 42
In the next page we’ll analyze consumer basket and will directly know
which brands our consumer chose…

43. Interesting page. Answers
43To be continued…

44. See you in the
next issue!