The main Media Market Trends & News we would like to share with you in this issue are the following: Brief TV Market overview o Switching from analogue TV – influence & recommendations o Online businesses booming on TV Digital Market overview featuring recent changes and new Advertising possibilities o Kantar TNS Ukraine released the results of Telegram audience research o Instagram announced “Music in Stories” and will allow the publication of 60-minute videos o Facebook may now ban you from advertising OOH & Radio shown growth vs 2017 According to Zenith WW forecast Mobile internet to reach 28% of global media usage in 2020

1. Media Market
Digest
May 2018
TV increased by 8% in Jan-May’18 vs Jan-May’17 p.2-8
• Switching from analogue TV
• Online businesses booming on TV
New digital and content possibilities p.9-17
• Kantar TNS released the results of Telegram audience research
• Instagram announced “Music in Stories” and will allow the publication
of 60-minute videos
• Facebook may now ban you from advertising
OOH & Radio shown growth vs 2017 p.18-26
• The first wave of research on radio listening in Ukraine in 2018
Global Trends and Forecasts p.27-30
• Mobile internet to reach 28% of media use in 2020

2. TV
Monthly News
& Trends

3. TV channels
Ukraine gathered -
27,5% 18-54 (50k+)
In broadcasters of the
Champions League final
Jan-May’18 in term of EqTRP’s vs
Jan-May’17
Key facts
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. Data owner is ITC. Processed by “CCM”
Subsidiary Enterprise
SOR was 78%In May’2018
In line with spring 2016 Sold-Out
May’18 vs Apr’18
in EqTRP’s8%
-3%

4.  Hot Beverages category took 10th place in
top 10 thanks to activity of Nestle and Jacobs
vs previous month
 Cosmetics category fall due to top players
decrease – Beiersdorf AG and Reckitt
Benckiser in sub-category shaving
accessories and skin care products vs
previous month
 Telecom category took 7th place in top 10
thanks to growth of Huawei Technologies
activity
180,6
53,6
48,8
33,2
26,2
25,2
23,1
23,1
19,1
13,9
Pharma
Food
Cosmetics
Trade
Confectionery
Hygiene
Telecom
Cold AFB
Detergent
Hot Beverages
14%
8%
12%
9%
8%
40%
12%
-1%
-1%
-11%
2%
27%
24%
28%
4%
-17%
-16%
-24%
-26%
2018 vs 2017 May’18 vs Apr’18
TOP TV Categories
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000EqTRPs. Data owner is ITC. Processed by “CCM” Subsidiary Enterprise

5. 20,9
18,6
17,1
15,2
15,0
12,5
11,3
10,9
10,7
10,5
Procter&Gamble
Nestle
Reckitt
Benckiser
Pharmak
L'Oreal
Pepsico
Kyivstar
Sanofi
GlaxoSmithKline
Unilever
13%
7%
75%
17%
3%
6%
-12%
-21%
-26%
-2%
7%
23%
76%
5%
-5%
-13%
-9%
-21%
-25%
-49%
 Pepsico took 6th place in Top 10 thanks to
UEFA support in May
 Uniliver decreased activity in category
Cosmetics, Detergent and Hygiene vs
previous month
• Sub-category deodorants decreased
activity due to Dove and Axe
• Domestos decreased activity in sup-
category cleaners
 Kyivstar increased activity in group mobile
network services vs previous month and
took 7th place in top 10
2018 vs 2017 May’18 vs Apr’18
TOP TV Advertisers
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000EqTRPs. Data owner is ITC. Processed by “CCM” Subsidiary Enterprise

6. 6
The Cabinet of Ministers of Ukraine extended the timing of
analogue TB broadcasting until August 31, 2018. The only
exceptions were Kiev and Kirovograd region, where shutdown will
begin on July 31.
Source: https://goo.gl/VJYSRG
SwitchingfromanalogueTV
Short term: 60% of analogue viewing will not be compensated by viewing on other platforms
after disconnecting  -5%-6% inventory decreasing after stop of broadcasting
2-3 months: 90% of households will switch to alternative TV platforms (cable/satellite/etc)
and inventory will grow -0,5%-0,6% total inventory decreasing
InfluenceonTVinventory
Negligible risks for placement in transition period (Sep-Oct) for low priority placement
In case of increased share of tender ad blocks and critical situation with campaigns
placement we recommend:
– For Maintenance campaigns to reduce weekly weight, increase the period and try to
implement class optimization
– For Promo campaigns
• to revise planned period of activity: shorter flights with initial weekly pressure
• to keep quality and initial weekly weights using extra charges in tenders Ad blocks
• to revise channel split and shift to channels with lower sold-out
Actionplanandrecommendation
Igor Datsenko
Leading Technology
Expert Performics
Maxim Pozhar
Buying Director
Zenith Ukraine
Andrey Rybkin
Off-line Planning &
Activation Director P1

7. Oh hi! Please put an image in this box
otherwise puppies will cease to be cute
MonthlyNews
Figures from around the world show that online
businesses are actively investing in TV ads, becoming
the largest TV advertisers in some countries
Source: https://goo.gl/oVuGF4
OnlinebusinessesboomingonTV
Television advertising is truly succumbing to the
“digital revolution”, and is likely to strengthen its long-
term position as a result
Source: https://goo.gl/scYNmZ
TVadssetfordigitally-drivencomeback

8. Oh hi! Please put an image in this box
otherwise puppies will cease to be cute
It'saconnectedworld,andthat'saboonforTVviewers
How fast can the hot tech of the moment become obsolete and
fodder for the virtual scrap heap?
TV'spowerfulsecondscreeneffect
TV is the perfect partner to digital media in the second-
screen world, according to research from Kantar
Source: https://goo.gl/zBQfn9
MonthlyNews
Source: https://goo.gl/YwC8TV

9. Digital
Content|SEO|eCommerce
Monthly News & Trends

10. 1 429,5
726,7
345,1
276,5
232,9
194,0
164,7
151,5
130,5
128,8
Rozetka
Ria
Citrus
Ahmad Tea
Allo
RST
KMB
Foxtrot
Nestle
Born2be
4 094,2
692,2
608,5
553,9
517,1
461,8
319,7
310,8
213,7
183,7
Trade
Realty
Auto
Finance
Entertainment
Telecom
Hot Beverages
IT
Education
Tourism
Source: C-metr TNS, ‘000 Impressions
Jan – May’ 18
TOPCategories
TOPAdvertisers
Jan – May’ 18
Display Trends

11. 165,5
128,6
102,2
94,5
65,2
57,7
55,3
36,2
34,3
34,0
Rozetka
1xBet
Mars
Citrus
L'Oreal
Kyivstar
Google
Beiersdorf
Reckitt Benckiser
Sun InBev
439,4
207,3
184,2
126,8
125,0
124,4
123,4
114,8
74,6
58,8
Trade
Finance
Cosmetics
Pharma
Confectionery
Food
Entertainment
Alcohol
Telecom
Cold AFB
Source: C-metr TNS, ‘000 Impressions
Jan – May ’ 18
TOPCategories
TOPAdvertisers
Jan – May ’ 18
VOD Trends

12. MonthlyNews
Top-25 domains Ukrainian users was
identified on the results INAU of May 2018.
Social network "VKontakte", banned in
Ukraine, was on the 4th place among the
most popular domains
"VKontakte"hasenteredthetop-5
mostpopulardomainsinMay
Source: https://goo.gl/sfoCQ6
News resources increased coverage
according to research data from Kantar TNS
CMeter in May. Growth was observed to
24tv.ua, Segodnya.ua and Tsn.ua,
Wikipedia.org, which displaced
Privatbank.ua one position down and now
closes the top-5 sites
RatingofpopularsitesforMay2018
Source: https://goo.gl/J2junT
The sample included Android users 16-55,
50+. Telegram is #3 messenger according to
April 2017 data. It is the most popular among
young audience - 44% are 16-25 years old.
KantarTNSreleasedtheresultsof
Telegramaudienceresearch
Source: https://goo.gl/M3zX5J

13. MonthlyNews
Facebook has launched a new “Leave
Feedback” tool for users to rate their
experiences with businesses whose ads they
have clicked on. Facebook says it will alert
businesses that receive a high volume of
negative feedback via the tool, but they
won’t receive data on the specific customers
and their ratings
Facebooklaunchestooltoletusers
rateadvertisers’customerservice
Source: https://goo.gl/yRVUGZ
Direct-to-consumer advertisers on Facebook
report a rise in CPMs and a drop in overall ad
impressions, forcing them to reconsider ad
spend. Direct-to-consumer (DTC) brands are
pulling back on their Facebook ad spend,
according to a report from Digiday, some
shifting as much as 30 percent of their ad
spend away from the platform
Direct-to-consumeradvertisersare
shiftingaddollarsawayfromFacebook
Source: https://goo.gl/Y7ie5w
Twitter's in-stream video ads, launched in April
2017, are now available to all advertisers in
the US and 11 other global markets. Twitter is
opening in-stream video ads to all advertisers
via its self-serve ad tool, making the video ad
product available in 12 global markets
Twitteropensin-streamvideoadsto
advertisers
Source: https://goo.gl/GVdQJL

14. From now on Facebook runs new policy – it lets users file a complaint
about businesses they’ve had a problem after purchase through
clicking on one of their ads. If enough people complain about a
business, it could lead to Facebook banning the company from
running ads. The most critical areas for banning: shipping times,
product quality, and customer service
Facebookmaynowbanyoufromadvertising
Facebook Analytics - The only analytics tool built on insights from
Facebook’s 2 billion-person community. For now gives an
opportunity to:
- Understand your complete customer journey across channels.
- Find out more about the people who care about your business.
- Analyze Omni-channels that really matters.
Facebooklaunchesits’personalAnalyticstool
Source: https://goo.gl/myqbrq
Source: https://goo.gl/KG4CEK
MonthlyNews
It is time to improve client service to avoid problems with the
platform
Katherine Turko
Performance Content
Head

15. MonthlyNews
Instagram is giving a select number of e-
commerce brands a new feature to help
with their e-commerce efforts on the
platform
Instagram’snewshoppingbagiconadds
e-commerceelementtoadvertisers’Stories
Source: https://goo.gl/TKT65M
Source: https://goo.gl/gf113A
An opportunity to create photo and
video collages from your own photos
appeared in Instagram Stories
AnewfeatureInstagramStories
replacepaidapps
Source: https://goo.gl/JyTGnv
Instagram is testing a new feature that
will allow you to add videos up to an hour.
According to The Wall Street Journal,
vertical video will be in priority, but it
does not specify if it will be a stories or in
feed
WSJ:Instagramwillallowthe
publicationof60-minutevideos
The social network introduced a new
feature that allows you to hide posts
and Stories from certain accounts
without having to unsubscribe from
them
InInstagramappearedbutton
"Ignore"
Source: https://goo.gl/r5pBB2

16. Starting from July 9, 2018, users will no longer be able
to send, receive, or read private messages in Creator
Studio. The change was made because this feature was
not widely used. All private messages will be deleted
and disappear from Creator Studio on July 9, 2018.
MonthlyNews
YouTubeclosesPrivatemessagesInstagramannouncednewupdate–“MusicinStories”
Source: https://goo.gl/rK7XYz
Instagram announced new opportunity in Stories that will let
users to add music. This “music stickers” could let users
search for and add a song to their posts, thanks to licensing
deals with the major record labels recently struck by
Facebook. Instagram is also testing a way to automatically
detect a played song and display the artist and song title as
just a visual label
Source: https://goo.gl/yXyo1H
Ready! Steady! SOUND! Brands receive new opportunity
– not only to be seen and touched but also to have a
vibrant sound!
Katherine Turko
Performance Content
Head

17. MonthlyNews
Advertisers can buy digital audio ad inventory
programmatically on Spotify, TuneIn,
SoundCloud and Google Play Music. As
investment in digital audio advertising
continues to grow: Google’s DoubleClick Bid
Manager is rolling out support globally for
buying audio ads programmatically across a
handful of streaming services
DoubleClickBidManageropensup
digitalaudioadbuyingglobally
Source: https://goo.gl/CjKQfi
AdblockPluswillblocksocialmedia
trackingofuseractionsonothersites
Source: https://goo.gl/suQCHN
The blocker will send special notifications.
Users of Adblock Plus will be able to block the
operation of social network buttons, which
allow you to share certain pages of the site in
VKontakte, Facebook, Twitter and other
services. With these buttons, resources can
track user actions, even if they do not click on
them and do not enter the social network
Google AdWords released an add-on for
Google Sheets - now you can convert
advertising reports quickly and free of
charge into customizable spreadsheets.
A summary can consist of data from one
or more accounts
AdWordsreportscaneasilybe
convertedtoGoogleSheets
Source: https://goo.gl/YmcXoo

18. OOH
Monthly News &
Trends

19. 26,7
20,9
18,6
15,8
15,5
14,8
14,8
13,0
12,8
12,3
Sport Life
Fozzy Group
Epicenter
Ukrbud
K.A.N.
Development
Metro
Samsung
Intergal-Bud
kompaniya
Riel
Toyota
52%
22%
85%
53%
90%
38%
73%
132%
18%
-2%
283,3
201,8
106,8
101,4
42,4
41,4
36,4
34,1
32,4
26,2
Trade
Realty
Entertainment
Auto
Sport
Telecom
Medicine
Restaurants
Finance
Building
38%
30%
46%
40%
40%
32%
39%
5%
89%
 OOH market shows
stabile activity
increase top
categories
 Riel slightly fall due to
decreased activity of
Renoir residential
complex and Baker
Street vs same period
Source: Communication Alliance-OOH, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
Jan – May’ 18
TOPCategories
TOPAdvertisers
Jan – May ’ 18
OOH market grew by 35% vs 2017

20. Promotionasopposedto
#ChooseLove
Source: https://goo.gl/6iyTEu
The operator of outdoor advertising Clear
Channel UK together with the agency UGC and
the charitable organization Help Refugees
launched a campaign in the UK #ChooseLove in
support of refugees. The aim of the action is to
raise awareness about the problems of
refugees and to increase their sympathy for
them throughout the world.
Source: https://goo.gl/xbDScV
CleverOutdoorCampaignLets
FansPesterSweden’sSoccerCoach
onHisDailyCommute
Betting site Oddset bought up ads all
along his 7-mile walk
Reportfromtheinternationalcongress
onoutdooradvertisingFEPE
Internationalin2018
Source: https://goo.gl/2kdMGj
The main conclusion: in order to succeed and
achieve greater market participants, one must
unite and not compete. About this and the
rest, read on…
Monthly News

21. Budweiser. Нowbeerleadstomusic
Source: https://goo.gl/Z7xGdv
The meaning of the campaign - key words on
posters that do not mean much until they
find in a search engine. The result of the
search will be unexpected photos of the
greatest music stars along with beer
Source: https://goo.gl/tUjzBo
DumbWaystoDiesuggested
Stupidwaystodestroytheocean
The game is designed to increase
awareness of the pollution of the oceans
with plastic and the death of a coral reef.
The player must choose the actions that he
will take to prevent further pollution of the
oceans
Themostexpensivebillboardinthe
world
Source: https://goo.gl/XcmrHb
The most expensive advertising design is in
the Times Square. Diagonal of the screen is
equal to the length of the field for American
football, and the cost of placement is about
2.5 million dollars for the campaign
Monthly News

22. New Non-Standard formats
Format: DNP Boulevard
Geography: Kyiv, bul. Shevchenko
32 Digital OOH Panels, Size 75" Ultra HD
Source: https://goo.gl/7Yv5Uv
Format: in-door&out-door 100% DOOH
Geography: Kyiv, SC Atmosfera
Full Didital OOH branding of the shopping center.
Placement on video media in the SC both indoor
and outdoor. Completely redeemed aired on
video carriers in the SC.
Format: extender on the board (6x3). Technology –
airsystem.
Geography: Kyiv
Source: https://goo.gl/NGGnXB

23. Oh hi! Please put an image in this box
otherwise baby otters will cry
23
Print & Radio
Monthly News & Trends

24. 6,3
5,5
5,4
3,6
3,6
2,5
2,3
2,2
2,2
2,0
Seldiko
Hexagone
L'Oreal
ChaneL
Toyota
Intimissimi.sells.c
om
Philips
Yves Rocher
Maxx Royal hotel
Fitobiotehnologii
23%
1%
124%
54%
39%
-17%
-19%
-17%
-14%
-41%
40,9
32,0
23,2
18,0
12,2
11,1
5,8
3,9
3,5
2,8
Trade
Cosmetics
Entertainment
Pharma
Wear
Auto
Jewellery
Restaurants
Medicine
Home Appliance
13%
5%
6%
13%
-8%
-13%
-11%
-20%
-19%
-34%
 Fitobiotehnologii has
10th place in top
thanks to decreased
Louis Vuitton and D&G
activity vs same period
2017
 Seldiko decreased
activity due to sub-
categories perfumery
for women, the shops,
decorative cosmetics
and perfumery for
men
Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
TOPCategories
TOPAdvertisers
Jan – May ’ 18 Jan – May ’ 18
Print market decreased by 3% vs 2017

25. TOPCategories
16,2
8,7
6,6
6,6
5,9
5,1
4,9
4,7
4,3
4,3
Bayadera
Victor & Co
Stolichnaya
Jewellery Factory
Poltava Distillery
Crimean Wine
House
ORBI GROUP
Get'man
Megapolis
Gidrosend
Zolotiy vik
5%
27%
304%
97%
133%
45%
-11%
-38%
-19%
-6%
54,1
33,1
22,0
17,6
14,9
13,0
12,2
10,9
7,6
3,9
Alcohol
Entertainm
ent
Trade
Food
Auto
Realty
Pharma
Jewellery
Finance
IT
31%
15%
32%
40%
7%
101%
43%
80%
-3%
-2%
 Stolichnaya Jewellery
Factory took 3th place
thanks to seasonal
activity increase with
approaching wedding
season
 IT category increased
activity thanks to
players Waze Mobile,
Uber Technologies Inc,
Ukrtelekom and Relax
radio vs same period
2017
Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
TOPAdvertisers
Jan – May ’ 18 Jan – May ’ 18
Radio market grew by 20% vs 2017

26. Oh hi! Please put an image in this box
otherwise puppies will cease to be cute
Source: https://goo.gl/73EQCE
The British measuring company PAMCo (Publishers
Audience Measurement) launched a new advertising
currency, allowing for the first time to count readers
at the same time on all platforms of the publication
Singleindicatorformeasuringpaperandonline
Source: https://goo.gl/t9D2B8
In the beginning of 2018, the leaders in the radio
program were: Heath FM, Radio Friday, Lux FM
ThefirstwaveofresearchonradiolisteninginUkraine
in2018

27. Research & Trends
Monthly. Ukraine & World

28. World
In this regard, he shared with us the nearest plans for the new post:
“The main task for me, including this post, is the development of the
Ukrainian online advertising market to the level of international
standards. And they are formed all over the world, usually in IAB. I
really want the reservation "in more developed markets" to become
inapplicable to Ukraine”
Analytics&TechnologyLeadingExpertPerformicsUkraineIgor
DatsenkobecametheheadofMarketResearchIABUkraine
• Brand communications planning is shifting from
channels to mind-sets
• The rise of mobile
• From channel to mind-set
• Media consumption continues to grow
Mobileinternettoreach28%ofmediausein2020
Source: https://goo.gl/hh2k5h
Source: https://goo.gl/ZDBoSd

29. World
Artificial intelligence, cognitive technologies, virtual
and augmented reality, deep analytics are just some
of the trends in marketing, which were told at the
conference "MarchTech 2018" in Moscow
Source: https://goo.gl/bfej4A
"МарТех-2018":whattoexpectfrom
marketingtechnologies
The Morning Consult company published the results of a
research on the attractiveness of certain advertising
phrases for US consumers
Source: https://goo.gl/c149fb
Phrasesthatreducetheinterestofbuyerstothe
productareidentified

31. Thank You!