Summer – is a holiday season. While all media taking a rest, Internet is working and developing!

1. This month’s topic:
Summer – is a holiday season.
While all media taking a rest, Internet is
working and developing!

2. TV MARKET. JULY 2015
2
WGRP
All 18-54 50k+
Jan-
July’14
Jan-
July’15
+/-
Pharma 183 652 192 358 5%
Аlcohol 166 925 96 163 -42%
Products 69 983 73 119 4%
Non-alcoholic beverages 60 974 66 807 10%
Trade 32 260 54 908 70%
Communications 38 911 53 795 38%
Hygiene 57 339 37 435 -35%
Confectionary 49 671 28 254 -43%
Transport 22 564 20 441 -9%
Cosmetics 36 239 18 657 -49%
Finance 17 943 18 514 3%
Household Chemicals 37 359 18 128 -51%
Perfumes 13 840 12 273 -11%
Household Appliances 8 604 8 803 2%
Technologies 3 228 6 433 99%
Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media
TOP categories
• 13% activity decrease comparing to the same period
of last year;
• Following categories showed a significant growth:
Communications,Trade and Computer Appliances;
• Pharma, as before, hold leadership position on TV;
• Cosmetics and Household Chemicals – are the
categories with the greatest decrease compared to the
same period of last year due to decline in investments
by major international companies;
• Confectionary– decrease of activity due to decline in
investments by big manufacturers, such as Ferrero,
Mars and Wrigley;
• Alcohol – decrease of activity due to entry into force
the law about beer advert restriction

3. Trade:
Rozetka.ua is still category driver in
July, hardware stores and
Epicenter also increased
Technologies:
Internet and TV services active
support by telco Volia and
Ukrtelecom
CHANGES IN TOP CATEGORIES. JULY 2015
3Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media
Significant increase in January-July 2015 showed following categories:
+70% +99%

4. TV MARKET. JULY 2015
TOP advertisers
• Beer companies AB InBev and Carlsberg Group had
gained the leadership due to active support in
previous months 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 (x12 times vs. 2014).
4
WGRP
All 18-54 50k+
Jan-
July'14
Jan-
July'15
+/-
Nestle & L'Oreal 42 145 43 668 4%
Carlsberg Group 17 162 23 091 35%
AB InBev 17 831 21 542 21%
Mondeliz Ukraine (Kraft Foods) 23 320 21 186 -9%
Unilever 17 899 20 109 12%
Novartis 20 514 19 125 -7%
Farmak 19 483 18 799 -4%
MTS GSM 12 461 18 397 48%
P&G 35 468 18 380 -48%
Rozetka.ua 1 409 16 552 1075%
Kyivstar GSM 12 908 15 746 22%
Pepsico 12 872 15 602 21%
Reckitt Benckiser 18 689 14 145 -24%
Ukrtatnafta 16 635 13 481 -19%
Sanofi-Aventis 10 117 13 240 31%
TOTAL 855 115 741 383 -13%
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
Thousands, EqGRP
2015 2014
WEEKLY TV ACTIVITY. JANUARY-JULY 2015
5
In July TV activity remains lower
than in the same period last year.
At 31st week placement intensity
almost reached the level of last
year.
Source: Nielsen Ukraine, All 18-54 50К+, excluding social/political ad, entertainment and Mass Media

6. MEDIA MARKET. UPDATED FORECAST 2015: INVESTMENTS
6
All-Ukrainian Advertising
Coalition updated their
forecast for Ukrainian
media market dynamics in
2015:
Due to updated forecast, after
the 20% market drop in 2014, in
2015 situation will slightly
stabilize, however, with negative
dynamic.
Source: All-Ukrainian Advertising Coalition 2015
М, UAH +20%
-20%
-6%
803
1 308
1 742
2 583
4 322
5 540
6 783
5 280
6 735
8 492
9 478
11 367
9 065
8 516
0
2 000
4 000
6 000
8 000
10 000
12 000 2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015F

7. MEDIA MARKET. UPDATED FORECAST 2015: BUDGET DISTRIBUTION
7
TV remains traditionally the most
popular type of media.
It’s observed outflow of
investments from Press with
share redistribution for benefit of
Internet.
Source: All-Ukrainian Advertising Coalition 2015
TV
(Direct +
Sponsorship)
Press
OOH
Internet
Other**
М, UAH
-22% +28% +26% +12% +20% -20% -6%
43% 45% 45% 45% 43% 43% 43%
36% 33%
28% 28%
22% 18%
14%
12% 12%
12% 13%
13%
11%
11%
3% 4%
5% 7% 18%
23%
28%
6% 6% 10% 7%
3% 4% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2009 2010 2011 2012 2013 2014 2015F

8. media trends
Other

9. OTHER MEDIA TRENDS. ТV
9
New channel“Savik Shuster Studio”3S.TV will
start broadcast on September 7
Previously, Savik Shuster became a satellite TV channel co-
owner, which, after continuous negotiation process, was
launched under the title of 3S.TV, also as a site“Savik
Shuster Studio”.
Channel programming conception – informational-
analytical programs with film screening. Content will be
produced by“Savik Shuster Studio”.
It’s planning to broadcast a talk-shows“Shuster live”, news,
morning studio, press overviews,“Press-club”project.

10. OTHER MEDIA TRENDS. ТV
10
National Council prohibited another 3 Russian
TV channels
Russian channels“Russkiy illusion”,“Dom kino”and
“Oruzhie”are withdrew from international programs list,
according to requirements of European Convention on
TransfrontierTelevision and Ukrainian legislation.
“Dom kino”and“Russkiy illusion”translated films,
popularization and demonstration of which are prohibited
by Ukrainian State Film Agency, and “Oruzie”airs a fixed
number of TV programs, popularizing Russian Federation
armed forces.

11. OTHER MEDIA TRENDS. INTERNET+TV
11
“Datagroup”will launch their own television
Provider plans to develop satellite and Internet TV-
broadcast.
Previously,“Datagroup”started collaboration with OTT-
provider oll.tv, but It’s not a barrier for this intention
execution.
Soon,“Datagroup”together with French satellite provider
Eutelsat will launch television DTH-platform.

12. OTHER MEDIA TRENDS. INTERNET+TV
12
MEGOGO is launching their own“TV channels”
Interactive channels look like usual, but with opportunity
to watch any film or TV program from programming.
At the first stage MEGOGO introduced 8 channels.
First, who received an access to channels, were LG Smart
TV owners and platform web-version users. Soon service
will be open for smartphones, tablets and all“smart”TV
users.
This project is a foundation for new TV products
generation development, when users can participate in
actions on device screen.

13. OTHER MEDIA TRENDS. ООН
13
Innovations in Out-of-home advertising
New rules of firewalls placement
Firewalls can be placed either on blank wall without
windows or on buildings under construction.
When placing them on central house’s facades, 50% of
subject should contain building facade elements.
Subway news
Kyiv subway carriages was being cleaned from part of
advertising: cants and stickers on the perimeter was being
removed.
Transparent stickers and piers in frames are available for
placement.

14. OTHER MEDIA TRENDS. ООН
14
Kyiv citizens can complain for advert
On the utility enterprise“Kyivreklama”website started to
work a module“I’m an inspector”, which were created to
provide social control of OOH ad placement legality in
capital.
Everyone can inform about illegal construction placement
and specialist will check information and take measures.
To identify which advert is illegal visit website
kievreklama.kiev.ua.

15. OTHER MEDIA TRENDS. INTERNET
15
President signed a decree about 4G
technology adoption in Ukraine
8 mobile operators voiced over the willingness to fund
researches and participate in preparation of 4G adoption
in Ukraine.
According to decree, tender for licensing the 4th
generation communication will be held in 2017.

16. OTHER MEDIA TRENDS. INTERNET
16
Platfor.ma launched the service, which allows
to sponsor media
Internet magazine Platfor.ma and“PrivatBank”are
launching service, which allows users to make regular
money transfer for internet recourses, charitable
foundations and volunteer organizations benefit.
By using a special widget on the website, everyone can
choose any fixed amount of money, which will be
automatically written off from bank account each month.
It’s possible to refuse from money transfer at any point.
Main innovation idea: easier to help and easier to ask
about help.

17. OTHER MEDIA TRENDS. INTERNET
17
Snapster by“Vkontakte”vs Instagram: Russian
social network bans links to app
“Vkontakte”don’t support Instagram links any more. Such
changes are connected with Snapster app launch, which
was announced as Instagram’s competitor.
Now, instead of a link, a profile avatar/photo will appear,
which user would like to refer on or unclickable text.
Social networks synchronization is still working.
On the moment of Snapster launch, it wouldn’t be ads and
opportunity to publish video in it.

18. OTHER MEDIA TRENDS. INTERNET
18
“Vkontakte”monetization
Music will became paid
Network signed peaceful agreement with Sony Music on the subject of abusing rights for its music. Parties have arranged about
music legalization and income sharing. Music will be available by paid subscription on a mobile devices and with advert
watching on computers .
Paid promo posts in feed launched
As apposed to advert in groups, promo posts are building-in straightly into users feed, regardless of his subscription for publics
with similar themes. Such posts will be looks like usual, but marked as advert.
Such innovation is targeted on increasing Mail.ru Group income from social network.
This format is available only in desktop version, and planned to be launched in mobile app.

19. OTHER MEDIA TRENDS. INTERNET
19
Facebook develops video formats
“Swimming”video testing
Video pops up from feed and occupies lower left screen corner, helping user to scroll feed and watch video at the same time. It
could be moved around the page, liked or shared with friends.
Delayed video testing
Social network started“Watch later”function testing in web-version. In top right video player corner will appear a tab, which
allows users to save video for further view.
New video materials demonstration algorithm
If user prefer doesn’t put“Like”, share or comment posts, but likes watching videos, feed will automatically display more video
materials and less text records.

21. OTHER MEDIA TRENDS. INTERNET
21
Apple introduces targeting on wallet size
Company patented mobile advert targeting system, which
will demonstrate only that products advert, which user can
afford.
Supposed that received information about user’s balance
will be realized through partner agreement with banks or
using instant payment system Apple Pay.

22. OTHER MEDIA TRENDS. INTERNET
22
Advertising TV model on Facebook
Company plans to attract more professional video.
Authors will receive a part of income from video spots
(system similar to YouTube, author’s share is 55%).
Now priority for company is mobile version of innovation.
Advert should be integrated with content.
First months payment from advertisers wouldn’t be
collected.

23. OTHER MEDIA TRENDS. INTERNET
23
TrueView started to support 360-degree video
spots
360-degree video spots view is possible in Chrome and
usingYouTube on Android and iOS devices in advertising
platform TrueView.
The most comfortable functionality is for mobile users
because to view video spot from various angles It’s
enough to turn device.
First who revealed itself in new advertising format were
Bud Light and Coca-Cola.
Due to Google data quantity of such advert views
increased to 38%.
360°

24. OTHER MEDIA TRENDS. INTERNET
24
Twitter launched targeting on popular
events audience
It gives advertisers an opportunity to join for discussion
and target their messages around significant activities and
events.
New tools offer 3 main options: event calendar (contains
globally significant events); statistics (gives opportunity
“to plunge”into every chosen for targeting event) and
event activation (allows to create campaigns with
targeting on chosen events audience in one click).

25. OTHER MEDIA TRENDS. PRESS+INTERNET
25
Press chooses online direction
New iOS-app for readingThe Washington Post
materials
It operates together with existed before The Washington
Post Classic. Main goal – to create attractive from visual
point of view materials on portable devices. With the
lapse of time It’s planning to collect monthly payment in
9, 99 $.
Newsweek magazine ceases publication of printed
European version
After rerun in March 2014 magazine attracted attention,
but in commercial sense hopes weren’t justified. Remains
only digital European issue format, but also on offer is
printed issue under the American edition

27. UKRAINIAN CASE. SOCIAL NETWORKS
CAMPAIGN: Burn Battle School: Municipal dancers, The Coca-Cola
Company, Ukraine, 2014
PROBLEM: All have heard about Burn, but not everyone know that Burn
inspires and organizes Burn Battle School (annual international break
dance festival).
GOAL: Annual break dance event Burn Battle School planned with
minimum advert budget.
SOLUTION: In Kyiv Center 3 city lights about event were placed. Dancers
were disguised in public employers (jockey, policeman and dustman) and
arranged a little unexpected sketches, dancing in front of Burn Battle
School city lights.
RESULTS:
• Articles on the performance were published by Bigmir and
Korrespondent portals for free, also by “Typical Kyiv”- community with
total audience 8M people daily;
• 10000 people visited event.
27

28. UKRAINIAN CASE. INTERACTIVE
CAMPAIGN : First world interactive milk degustation, Premialle,
“Terra Food”, Ukraine, 2014
GOAL: Position brand as innovative and transform understanding of milk
from traditional to modern and highly technological product.
IDEA: First in the world visual online milk degustation, or in other words,
first in Ukraine site with second monitor usage, managed by phone
instead of mouse.
SOLUTION: to try milk online one needs to connect a smartphone or
tablet to wi-fi, visit site http://premialle.ua/ and synchronize the gadget
and PC, following instructions. Then smartphone turns into Premialle milk
bottle, which can be poured out into virtual glass in the computer. In case
of smartphone absence mouse usage is encouraged.
RESULTS:
• 41 000 site visitors;
• 5 774 fully provided degustation.
28

29. UKRAINIAN CASE. DIGITAL
CAMPAIGN : Cash Transfer School MasterCard MoneySend,
MasterCard, Ukraine, 2015
PROBLEM : Low level of online cash transfer usage as a result of
insufficient knowledge about services, distrust and usage complexity, fear
of making error and money lost.
SOLUTION: Convince audience in safety and simplicity of MasterCard
MoneySend service by providing with learning materials on promo site.
Target audience was divided into 2 segments: young people at the age of
17-21 (students), as brand drivers, and their parents, who often support
kids by cash, but use old methods of its transfer. Site with learning
materials in game format was created, which provided young people with
all necessary information to further teach older generation.
RESULTS:
• 41 063 users finished MasterCard MoneySend;
• Users generated 3 532 880 earned media contacts;
• 60% involved due to viral effect;
• Desire to service usage increased up to 8% among all TA.
29

30. UKRAINIAN CASE. CINEMA PLANNING
CAMPAIGN: Stella Artois, ABI InBev, Ukraine, 2015
GOAL: Became №1 in super premium beer segment (image and sales),
associating with quality filmmaking and refined life.
AUDIENCE FEATURE: Тraditional media don’t enrapture refined brand TA
so good as exclusive decisions. Brand recall from nonstandart
manifestation is 125% higher than direct advert.
REALIZATION:
• Collaboration with ArtHouse Traffic: the best world distribution pictures,
Oskar’s nominee and the most prestige festival winners sponsorship;
• Closed film premiere: sometimes personal contact experience means
more for TA, than watching the movie;
• Film experience recreation on the sofa; “Podpolnaya Imperia” and
“Svetskaya Zhizn” sponsorship.
RESULTS:
• Sponsorship media indicators overfulfilment on 75% at the expense of
audience interest and organic integration in project synergy;
• Indicators overfulfilment on 245% in “Svetskaya Zhizn” project at the
expense of coverage and universal brand-integration creation.
30

31. CAMPAIGN: Vodafone “Red Light Application/Between Us”, 2014
PROBLEM: A third of Turkey women are subjected to domestic violence.
TASK: To make world more safety and give women an opportunity to ask
about help in different situations.
SOLUTION: Vodafone created a secret mobile app. It’s enough to shake
phone and app sent a signal with direct location to 3 people, who are in
woman’s trust list. To support app promo were used purely women
communication channels: advert in beauty salons, stickers on
underclothes and swimsuits, wax strips, women toilets and famous
bloggers hidden videos in makeup, hand-made video-courses and others.
RESULTS:
• 254 000 women downloaded app ( 24% women smartphone users in
Turkey);
• 103 122 times app was activated.
WORLD CASE. MOBILE APP
31

32. CAMPAIGN : The Greatest Interception, Volvo, U.S., 02/01/2015.
PROBLEM: During the Super Bowl games period 30 seconds video spot
placement on TV costs 4,5M dollars.
TASK: Distinguish among hundred thousands brands and be noticed
during Super Bowl.
SOLUTION: As apposed to other car brands, which didn’t drudge such
mone for advert, Volvo displayed creativity and proposed viewers sent a
twit with hashtag #VolvoContest exactly in that time, when another car
brand advert is transmitted to win new Volvo XC60. Besides hashtag twit
should contain relative’s or friend’s name, nominating for receiving a.
Every twit received an answer from brand, after what It was necessary to
explain why exactly that person deserves prize.
RESULTS:
• The most mentioned car brand in twitter during game– >55K hashtags
during 4 hours;
•200M earned media;
• 3 times hashtag was in trend equally with Super Bowl mention.
WORLD CASE. ТV & DIGITAL
32

33. CAMPAIGN: Move the lunch, Heineken, Colombia, 2015
PROBLEM: Heineken is the official sponsor of the UEFA Champions
League. Colombian team hit in 2015 top players, but due to time zone
differences, matches are broadcasted when millions are working. This fact
made sponsorship pointless, because a lot of Colombians wouldn’t see
match in real time.
SOLUTION: To engage with football lovers, Heineken helped them watch
the matches live. Thousands of football lovers helped to spread the word
and nominated their bosses to convince them with an direct mailing, with
Heineken special edition and personal message from national football
star. Then the most influential people in media helped this convince the
hardest buzzes on air through different channels.
RESULTS:
• 64% of nominated companies joined to promotion;
• >50 media channels talked about campaign;
• > 84M media impressions in the first 2 weeks;
• 97,6% positive interactions in social networks;
• 84% increase in Facebook users;
• THOUSANDS OF FOOTBALL LOVERS WATCHED FOOTBALL MATCH LIVE.
WORLD CASE. DIGITAL
33

34. Did you know that successful photo requires many
specialists involvement: art director, photographer,
supervisor, special effects specialist, food stylist?
On food shooting you can see a lot of mysterious things:
hairspray, glycerin, motor oil, browlamp, PVA adhesive and
more others.
In this month we suggest to look behind the shooting area
coulisses and find out about this magic process riddles and
secrets.
Enjoy!
Interesting page
34

35. 35
For instant soups advert
a real soup is prepared.
Then a transparent
gelatin layer is added on
the bottom, to prevent
ingredients from sinking.
Chicken legs are dried
by a heat gun: it fries,
but don’t deform meat.
As a result chicken gets a
gold undertone, and
looks appetizing.
Meat dumplings are
made by hands. To avoid
dark spots meat is not
added. Thus, in advert
meat dumplings are
made of dough and salt.
As real ice-cream melts
under the soffits light,
then for shoots plastic,
silicone or gel mass (with
special color and
texture) is used.

36. 36
Tinted vegetable oil is
used instead of pouring
coffee. Emulsion paint –
instead of cream and
Coca-Cola which lost
smell – instead of coffee
in a cup.
Meat, bread or
vegetables are tinted by
soy sauce , iodine, fuel
or solid oil. Also a special
uneatable paint exists,
which gives golden
crust.
Beer foam are made
from whipped powdered
detergent or household
products, white frost in a
bottle – from salt and
hairsprai. Instead of beer
uses a tea or apple juice.
Ice cubes and blocks are
made from gelatin:
thanks to razor any
shape of iceberg is
created. Also glass or
acrylic cubes are used.

37. Water drops and dew
effect is achieved due to
glycerin or a special
aerosol “Dew”.
Spiderweb is dispersed
from spray and dust
effect is created by a
special powders, applied
through sieve.
37

38. Dummies
38
2 directions exist in food style: purists use only genuine food and other food stylists –
food dummies.
Artificial strawberry, acrylic ice cubes in an artificial lemonade glass or plastic berries
and nuts in yogurt made from glue.
38

39. Cars ads
39
Many people are conquered by car
adverts against the night city
background. Special devices and
effects are indispensable here also.
Usually shootings are conducted on
parking area at night time (to avoid
eyewitnesses). A special selfie stick
(rig) with length about 6 meters is
used to fasten a camera. It’s task is to
hold a camera motionlessly, which is
quite difficult, taking into account
camera’s weight and stick’s length.
As a result of photograph’s tricks and
Photoshop usage we receive
beautiful car photos: autoes that
drive at speed through city night
streets.
39

40. Chroma Key
40
Quite often, shooting process photos are rich in green
color. That is Chroma Key.
Chroma Key is technology of combination and
superposition of few photos in one composition. It helps
to make any surrounding world as an illusion.
Green color choice isn’t accidental: human skin don’t
contain this color in particular.
40

41. See you in the next
issue!