Brief TV Market overview o Commercial TV-market is rising for the last 7 months Digital Market overview featuring recent launches and new Advertising possibilities o Display ads on Mail.ru Group websites will be delivered by IAB standards OOH Market Overview including the most innovative OOH cases & Trends from Ukraine & over the world o Ukraine had the first digital bus shelter Print & Radio Market demonstrate growth The short summary of up to date Consumer Trends & Studies o ZenithOptimedia Global advertising forecast update o Nielsen research on worldwide viewing habits

1. 1
Media Market Digest March2016
TV continues to show growth vs 2015
Commercial TV-market is rising for the last 7 months
New digital possibilities
Facebook declined the rule of 20%
Instagram will start showing posts out of order
Print, OOH, Radio March 2016 results
ZenithOptimedia Global advertising forecast update
Nielsen research on worldwide viewing habits

2. 2
TV
 Grew by 8% vs Jan-Mar’15
 Sold-out is in line with pre-crisis
years
p.3-10
Radio
 Twice increase vs Jan-Mar’15
 Market trends of 2016 applied
for the Radio
p.28-29
Research & Trends
 ZenithOptimedia Global
advertising forecast update
 Ukraine is in TOP20 of the
Warc100 effectiveness ranking
p.30-35
Digital
 VOD monitoring includes
HTML5 formats from Mar’16
 Display ads on Mail.ru Group
websites will be delivered by
IAB standards
p.11-17
OOH
 Growth by 11% vs Jan-Mar’15
 Advertising in Kiev: city will be
cleared of OOH ads by operators
p.18-25
Print Слайд 31
 Moderate increase by 12% vs
Jan-Mar’15
p.27
 Non-standard OOH “Felix”
 NESCAFE Classic: Multi-channel
project “your morning motivator”
 Abetka: Nestlé Healthy kids
digital project
Cases
ZOU Campaigns
p.36-39

3. 3

4. Jan-Mar’2016 in
terms of WTRP’s vs
Jan-Mar’2015
4
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. Data owner is ITC. Processed by “CCM”
Subsidiary Enterprise
Key facts
SOR average 75%In Mar’2016
The dynamics is typical for pre-crisis
years
Mar’16 vs Feb’15
Snack Production sharply grew its activity
in WTRP’s
11th W 12th W 13th W 14th W
1st*
1st*2nd* 2nd*
* Position by WTRP’s on weekly basis

5. 95,6
21,3
20,1
16,
15,6
12,3
10,6
10,6
8,6
8,1
Pharma
Food
Telecom
Cosmetics
Hygiene
Trade
Entertainment
Confectionery
Hot Beverages
Detergent
12%
4%
12%
46%
23%
10%
65%
36%
1%
-23%
5
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000WTRPs. Data owner is ITC.
Processed by “CCM” Subsidiary Enterprise
 Pharma category started
decreasing repeated the
tendency of previous years
completely
 Nova Poshta started activity in
Telecom category
 STB lowered its activity, caused
Entertainment category
decrease vs prev. month
 Hot Beverages showed growth
vs prev. month thanks to tea
category activity rise
 Unilever increased Lipton
support
73%
28%
1%
6%
-23%
-12%
-10%
-14%
-34%
TOP Categories 2016 vs 2015 Mar’16 vs Feb’16

6. 13,1
12,9
12,8
8,9
8,5
6,3
6,0
5,8
5,6
5,4
Nestle
Pharmak
Procter&Gamble
L'Oreal
Reckitt Benckiser
Unilever
Vodafone
Danone
Kyivstar
Sanofi
5%
64%
32%
22%
20%
133%
8%
-35%
-7%
6
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000WTRPs. Data owner is ITC.
Processed by “CCM” Subsidiary Enterprise
9%
8%
37%
58%
25%
-20%
-16%
-9%
-12%
TOP Advertisers 2016 vs 2015 Mar’16 vs Feb’16
 Snack Production entered TV
advertising market, becoming
one of the biggest players
since 11th week
 Flint, Big Bob and San
Sanych brands were on air
 Nestle replaced Pharmak on
the first position thanks to
activity increase in Mar’16
 Vodafone intensified its
activity, which gave the
advertiser an opportunity to
enter TOP-10 list

7. 7
In the beginning of 2016 high plenum of commercial blocks is still has kept on
StarLightMedia channels since August 2015. According to the results of February 2016,
plenum made up 83% and in some weeks this index approximated to 100%. This trend is
also being observed on other ТВ-channels of Ukrainian market, - StarLightSales is
announcing.
«This year, sold out of commercial blocks in February is higher, then in January, in contrast
to the 2014-2015-го, when plenum of the second month was in the same level with the
first. We are seeing renewal of TV market, because amount of brands in the ether
increased by 17% in January and by 11% in February versus last year.
Source http://goo.gl/yj3m3S
StarLightSales:commercialTV-marketisrisingforthelast7months

8. 8
Source: http://goo.gl/ASVSIE
You know how important medicine commercial is for our TV. And how exactly
pharmaceutical companies are advertised on TVВ, I will show you now – recently I came
across a detailed study of the issue for the last year.
Rating purchase volume of medicine commercial increased by 7% in 2015 vs 2014. To be
more exact, level of contact with viewers (EqGRP) increased by 7,3% in a year, аnd amount
of elaborated ratings (WGRP) – by 7,1%. Such figures brings profile pharmaceutical portal
apteka.ua, referring to the Nielsen's data, that calculated according to the general totality
«Universe» (4+, cities with more than 50 thousand of population).
Pluseshavepushed«Inter»fromleadpositionof medicinecommercial
volume

9. According to the global Nielsen’s research (Video on Demand), traditional television, specifically pay cable
and satellite TV are preferred by majority of Ukrainian (67%), Europe (65%) and global respondents (72%)/
9
VideoonDemandvstraditionalTVinUkraineandintheworld
Source: http://goo.gl/Oh3TM9
VideowatchingonTVanddesktopinUkraine
Source: http://goo.gl/Mv398k
Positive dynamic of increasing the amount of Internet users has kept for the 5-6 years. With advent of 3G
in Ukraine the use of smartphones, tablets and other mobile devices is becoming very popular among the
online users, offering free access to resources. Television remains the most popular media channel.

10. 10
Source: http://goo.gl/rB0FKu
Source: http://goo.gl/ZgjG5a
Research company GfK Ukraine, which had lost contracts for telemetry for
last two years, and then on radio measurements, conducted a poll
commissioned by the donor agencies including USAID Donetsk region
residents for their mediapreferences.
STB channel became the leader in three audiences of MB Top Channel
research at once, demonstrating a marked increase in the share. In one
audience - 18+, 50 ths+ - championship left for the "Ukraine“ channel. The
most noticeable decline in the share in February has 1+1.
Top-listofTVchannelsinFebruary:jerkof STB
1+1mediaislaunchingnewvideo
distributionservice
Source: http://goo.gl/FNXAjF
1+1 is launching new service OVVA.tv, which makes it
possible to monetize a video library by advertising model
and ensure copyright protection on its own and partner
video content. This was reported in a press release of the
company.
Isn’tpanelscandalenough?GfKisseriously assuring,
thatRussianchannelsinDonbassarebeingwatched
by16%only

11. 11

12. 25,8
19,1
16,0
15,6
14,5
13,4
12,8
12,3
12,2
10,1
Beiersdorf AG
Skoda Auto
Fozzy Group
Nestle
Jacobs Douwe
Egberts
Kyivstar
Brown Forman
Corporation
Mondelez
McDonald's
Pepsico
VODTOPCategories
31,8
29,3
23,1
20,8
20,0
19,1
18,8
16,2
15,3
13,1
Trade
Confectionery
Food
Auto
Telecom
Alcohol
Cosmetics
Restaurants
Hot Beverages
Perfumes
VOD monitoring
includes HTML5
formats from the
middle of March
which caused
technical growth of
Impressions 
monitoring data is
not stable
12
VODTOPAdvertisers&
Source: Communication Alliance, represents 20%-25% of all video ad. Impressions, Mln. Data
processed by “CCM” Subsidiary Enterprise

13. 10,2
1,7
1,6
1,3
0,7
0,6
0,6
0,6
0,4
0,3
Trade
Telecom
Auto
IT
Realty
Entertainment
Finance
Education
Alcohol
Confectionery
174%
381%
57%
122%
34%
47%
286%
-45%
The most significant growth in
Alcohol category was shown by
Sun InBev (Bud and Chernigivske
brands)
Confectionery category
increased:
 Ferrero rose its activity in
March
 Nevertheless Mondelez is still
an absolute leader mostly
thanks to Korona support
38%
11%
24%
34%
32%
130%
-1%
-89%
-22%
Banner TOP Categories 2016 vs 2015 Mar’16 vs Feb’16
13
Source: Communication Alliance, whole banners excluding teasers. Impressions, Bln. Data processed
by “CCM” Subsidiary Enterprise

14. Telecom showed decrease
vs prev. month
 Nova Poshta nearly
stopped its activity, but
still holds the second
position
 Intertelecom entered the
market being stopping
category from further
decrease
ATL, as a newcomer in
TOP-10, was the driver of
Auto category dynamics
Banner TOP Advertisers 2016 vs 2015 Mar’16 vs Feb’16
14
5,17
1,22
0,62
0,44
0,36
0,31
0,31
0,27
0,25
0,24
Rozetka.ua
Nova Poshta
ModnaKasta
Mail.ru
ATL
Aist-
green.com.ua
Citrus
Autoline
Allo
Lamoda.ua
126%
100%
100%
462%
-35%
-19%
3%
100%
21%
-99%
-20%
-2%
-1%
-13%
Source: Communication Alliance, whole banners excluding teasers. Impressions, Bln. Data processed
by “CCM” Subsidiary Enterprise

15. According to the results of Gemius research, Ukrainian advertising activity on the Internet in 2015 has
dropped in half, reports Watcher. Average click through the rate (CTR) on advertisements in the Ukrainian
Internet in H2 2015 was 1.16%. It fell by 47% (from 1.71% to 1.16%) compared with H2 2014 .
Young people under the age of 34 years click on advertising the most frequently. Their share in the total
Internet users is 55%, while the share of ad impressions for that audience is the same - 55% and the higher
clicks rate - 59%.
Ukrainiansstartedtobelessinterestedinadvertising
Source: http://goo.gl/cjeVpz
15
Mail.Ru Group will deliver display advertising on viewability standards of IAB. The shift from a served
impression to a viewable impression is yet another step to greater accountability in digital media.
Marketers will pay only viewable impressions when 50% of a banner is displayed in active screen for more
than 1 second
DisplayadsonMail.ruGroupwebsiteswillbedeliveredbyIABstandards
Source: http://goo.gl/CC2m7T

16. 16
The Nielsen Global Video-on-Demand Survey examines who’s watching on demand
content, how they’re watching and why. It also explores how online-service providers are
affecting the traditional TV landscape and offers insights about how to adapt as the
ecosystem continues to evolve
• Nearly 2/3 of global respondents say they watch some form of video-on-demand programming
• Most viewers appear to be supplementing paid traditional TV services. 3/4 of global online
respondents say they pay such a service to watch programming; just 1/4 say they pay an online
service provider
• 2/3 of traditional TV-package subscribers in the survey plan to maintain their subscriptions, but
nearly 1/3 say they plan to cancel their service in favor of an online-only provider
• 51% of global respondents agree that ads displayed before, after or during video-on-demand
programming give them good ideas for new products to try, and 59% say they don’t mind getting
advertising if they can view free content
NielsenResearchRevealsworldwideviewinghabitsintheevolvingmedia
landscape
Source: http://goo.gl/HGXXJe

17. 17
Facebook began to gradually decline the rule of 20% for
advertisements. Previously it was not allowed to place ads in the
image containing more than 20% of the text. According to new rules,
ads that exceed this limit will receive less coverage
Source: http://goo.gl/asjmqn
Google recently announced that its search results algorithm will be
updated in May 2016 to further favor mobile-friendly sites, and
penalize the opposite. This will mark the second time in 13 months
that Google has updated its algorithm to emphasize mobile. This
update demonstrates the importance of providing a consistent user
experience across all devices
GoogleAnnouncesSecondMobileAlgorithmUpdate
Source: https://goo.gl/OZ86bU
Instagram will start showing posts out of order, like Facebook. This
algorithm is based on the analysis of content, which generates the
most of interaction with user. Photos and videos will be sorted, what
means increasing adaptation to users tastes and needs
Instagramistestingthealgorithmresponsiblefor
displayingthecontent
Source: http://goo.gl/Tt3D9B
Facebookdeclinedtheruleof20%

18. 18

19. 6,2
6,2
4,7
3,3
2,7
2,7
2,5
2,3
2,3
2,2
Fozzy Group
Sport Life
Epicenter
Privatbank
Samsung
Lifecell
Riel
K.A.N.
Development
Vodafone
Allo
46%
15%
-13%
-2%
-11%
-30%
-31%
TOP Categories
55,1
33,3
24,6
17,1
11,2
9,6
7,8
6,7
6,1
3,2
Trade
Realty
Entertainment
Auto
Telecom
Finance
Sport
Restaurants
Medicine
IT
32%
14%
54%
18%
-9%
-6%
-6%
-3%
 Building Design Company
(Realty category)
appeared in TOP-20 in
March
 Fuji Heavy Industries and
PSA Peugeot Citroen
drove Auto category
growth vs prev. months,
while Shell sharply
decreased its activity
 Sport Life increased its
activity by 2,5 times vs
Feb’16, but it is still 10%
lower than prev. year
 Volya is the main reason
of IT category growth
2016 vs 2015
19
2016 vs 2015
TOP Advertisers&
Source: Communication Alliance-OOH, Budget, Mln UAH. Data is processed by “CCM” Subsidiary
Enterprise

20. The first in Ukraine on outdoor advertisements you can watch the trailer of the new
cartoon.
Entertainment uses a new form of communication with consumers. Promo-video animated
film “Zootropolis” studio “Disney”, which was released in rent in cinemas, appeared on
Ukraine's first Digital-panel bus shelter BigBoard Ukraine.
Launching digital-project initiated in outdoor BigMedia Agency (group BigBoard Ukraine)
and Starcom (Publicis Group) for client B&H Film Distribution.
20
Ukrainehadthefirstdigitalbusshelter
Source: http://goo.gl/RfCoHC
Non-standartadvertisingcampaignofNestlébrand“LION”
“ZenithOptimedia” (Publicis Groupe) and operators of outdoor advertising has
implemented non-standard project for a client Nestlé brand “LION”. It was made 7
extenders: 5 in Kyiv and 2 in Lviv. Extender developed by “MVG Group”.

21. 21
Source: http://goo.gl/atKadH
AdvertisinginKiev:Capitalcitywillbeclearedofoutdooradvertising
bytheoperators
On the 1st of March in Kiev was presented the concept (the road map) of the reform of the
capital market of outdoor advertising, promising to reduce the number of colorful and
sometimes inappropriate structures in the city streets.
It is planned that this year will streamline outdoor advertising on the 9 streets of the
capital: Mechnikova, Klovsky descent, Petrovskaya Alley, Park Road, Dnipro descent, Avenue
of Heroes Krut Str. Basseynaya, boulevard Lesia Ukrainka and Shevchenko boulevard.
During the 2017-2020 years it is planned to develop and implement the scheme of
placement of advertising structures in the 10 zones of the city. "Reforms that are held in the
area of outdoor advertising, must be feel the residents of the whole territory of Kiev, and
not only the central areas", - said Polishchuk (head of the Association of operators of
outdoor advertising in Ukraine), explaining the proposed zoning of the capital.

22. 22
WhatMWC2016meansforoutdooradvertisers
Source: http://goo.gl/gWIhfU
Posterscope's Nick Halas is back from Barcelona and says 2016 is going to be a
transformative year for out-of-home.
Mobile World Congress (MWC) has evolved into one of the biggest consumer technology
showcases in the world. Mobile technology is increasingly becoming part of everyday
behaviours, greatly impacting how consumers engage with each other.
Major focus areas included wearables, home security and smart cities, alongside with proof
of the evolution of not just connected cars, but also almost any connected device you can
think of: including the 'connected cow' (a genuine agricultural innovation), as well as some
which are equally innovative, if (in my opinion), somewhat creepy, like Sony's Xperia Ear.
This tidal wave of change promises to be transformational for everyone involved in the
OOH ecosystem, particularly for the digital OOH sector.

23. 23
ClearChannelOutdoorlaunchesintheUSsystemofin-depthanalysisofits
audienceofadvertising
Source: http://goo.gl/XrA2Zo
Media and specialized agencies have been dreaming about making out-of-home advertising
is measured more deeply.
Together with a number of partners Clear Channel created Radar system that tracks the
movement of circuit behavior and other information of interest advertisers. The technology
provides equipment advertising designs devices that interact with mobile phones of
passers.
Clear Channel Outdoor is working with service AT & T Data Patterns (analyzes subscriber
telecom operator base), with PlaceIQ (determines the behavior patterns based on mobile
data analysis) and Placed (monitors and compares promotional contacts with purchases).
The final goal, of course, to make it possible targeting consumer advertising of those
products which they buy with a high probability. Radar If there is evidence indicating that
the consumer has the cats and the consumer in particular pet store merchandised, he
should show the cat's tray advertising on a billboard next to the shop.

24. 24
http://goo.gl/gDVBL6
OAAA shares Real Data for Its “Feel
The Real” Campaign
Last fall the Outdoor Advertising Association of
America won attention during Advertising Week
with a set of very effective out-of-home ads for,
well, out-of home ads. With billboard trucks
attacking ad fraud online and precisely-placed signs
targeting individual ad buyers by name, the
campaign drove traffic to FeelTheReal.org,
demonstrating the power of its own medium and
simultaneously sowing doubt about betting
everything on digital.
Source: http://goo.gl/eS3GzZ
What it Means for consumers and
brands that New York is becoming
a “Smart City”
By the relatively recent end of their life cycle,
those pay phones dotting the Manhattan
landscape had largely been beaten into a state of
dysfunction. But soon, they will be replaced by
sleek, Wi-Fi-enabled kiosks, making New York
home to the most advanced citywide wireless
network in North America.
Source: http://goo.gl/n9adG5
The advanced technology of Light ID
Panasonic will teach displays to
communicate with phones
http://goo.gl/PNMYf8
The new consumer journey: traveling
from OOH to mobile
http://goo.gl/mtPYhF
oOh!Media signs exclusive out of
home partnership with Quantium
Clutter of outdoor advertising in
the planning of an advertising
campaign
http://goo.gl/pXJVkp
Exterion Media plans Clear Channel
takeover
http://goo.gl/HJ4qhy

25. 25
http://goo.gl/bR8bc1 http://goo.gl/z39AWS
http://goo.gl/CVTVEQ
http://goo.gl/NvFSIU http://goo.gl/wkwpB6 http://goo.gl/6A38hS
http://goo.gl/3SsU58
http://goo.gl/0IpD63 http://goo.gl/qkXnKN http://goo.gl/fdtnmr
http://goo.gl/KHcWUx
Banking sector dominates OOH
industry in Q1'16: Sanjeev Gupta
New Yorkers managed to get into
the movie without sampling
London Advertising Screen
Doubles Up As Community
Garden
http://goo.gl/fNYiMC
Toyota has made billboard in a
climbing wall
JCDecaux explores the specifics of
the London audience ooh-
advertising
Hitman advertised in public toilets
Netflix's Daredevil Characters
Physically Damage Each Other's
Billboards in Hashtag Fight
Watch People Climb Toyota and
Saatchi's Insane RAV4 Rock Wall in
Times Square
Stickers in the Paris subway
reminded of Alzheimer's disease
Border billboard made sky framed
Creativity in Outdoor: billboards
Reebok exchanged sneakers on the
sprint race
Creators of Isobar turned passers
in conductors

26. 26

27. 7,3
4,4
2,8
2,3
2,0
1,8
1,6
1,6
1,5
1,4
L'Oreal
Seldiko
Hexagone
ChaneL
Olaynfarm
Procter&Gamble
Unilever
Ukrainian
National Lotery
Yves Rocher
Louis Vuitton
81%
90%
60%
26%
60%
-61%
TOP Categories
19,6
19,3
19,1
17,7
7,1
7,0
6,5
5,1
5,1
3,0
Trade
Entertainment
Cosmetics
Pharma
Auto
Perfumes
Wear
Finance
Jewellery
Restaurants
22%
40%
60%
43%
30%
6%
-17%
-17%
-6%
 Print market increased by
75% vs prev. month
(repeating dynamics of
prev. years)
 There were a lot of
newcomers in Trade which
made the category growth
2 times vs prev. month
 Seldico sharply rose its
activity shifted from 9th to
2nd position
2016 vs 2015 2016 vs 2015
TOP Advertisers&
27
Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise

28. 28
8,0
5,4
4,1
3,6
2,3
2,3
2,2
2,1
1,8
1,7
Natur Produkt
NAT
Victor & Co
Get'man
Zolotiy vik
Megapolis
Russkoe radio
Poltava Distillery
Shustov
Crimean Wine
House
13%
26%
28%
32%
100%
100%
100%
TOP Categories
18,7
18,6
13,1
11,4
6,5
5,4
3,9
3,5
2,8
2,7
Entertainment
Alcohol
Pharma
Trade
Food
Auto
Realty
Jewellery
Finance
Education
92%
105
%
34%
111
%
42%
72%
131
%
 Radio continued to grow
vs prev. year (+144%)
 Arterium entered the
market in march, being
the biggest distributor in
Pharma category growth
 Rozetka.ua was the
driver of Trade category
increase
 Education category rise
is mostly explained by
Jordan Belfort trainings
support on radio
2016 vs 2015 2016 vs 2015
TOP Advertisers&
Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise

29. Radio was the only traditional media, which income grew in 2015. Quite an unexpected result, given that
the advertising in the traditional media of others remained the same, or went negative.
Forecasts for the current year is even more optimistic. Ukrainian Advertising Coalition provides 9% growth,
an independent research company, Cortex - 15%. If expectations are met, for the Ukrainian radio it will be
one of the best years in its history. In the hryvnia equivalent, of course.
Initswave: Radioistheonlymediathatshowedrevenuegrowthin2015
1. Big data - big insight: makes software marketing and online sales of radio possible
2. Automation and Programming: automation of radio will not only improve the efficiency of planning
and optimization, but also give confidence in the correctness of the advertiser investment
3. Mobile Marketing: the audio format is ideally suited to mobile devices
4. Unique coverage and uniform basis - cars and home
5. The response of the audio in the online reality
29
Markettrendsin2016: bereadyfortheRadio
Source: http://goo.gl/MNzwB5
Source: http://goo.gl/h1ygWB

30. 30

31. The authoritative international analytical platform Warc, that is in charge of the study of
effective marketing and advertising communications for more than 30 years, presented the
TOP 2016 country performance.
Ukraine has taken an honorable 20th place, giving way to the US, UK, India, China,
Australia, but beating Brazil, Singapore, Japan, Russia and other countries.
Warc Rating is based on the analysis of advertising of more than 2,000 winners in 79
different festivals, which evaluated the effectiveness of advertising campaigns. The level of
prestige award was determined by results of a survey of more than 100 leading strategists.
31
Ukraineisinthetop20countriesintheWarc100effectivenessranking
Source: http://goo.gl/vTVPWo

32. ZenithOptimedia predicts that this year the global advertising market to grow by 4.6% (against 3.9% last
year) and will be $ 579 billion. The milestone of $ 600 billion will be overcame next year.
The three main reasons for our optimistic forecast:
• Events leap year (in the US presidential election, the Olympics, Euro 2016) will add 6.1 billion dollars
to global advertising market
• Fast recovery of a number of European markets, affected by financial crisis
• The rapid growth of new markets in Africa, Asia and Latin America which become open and
interesting for international advertisers
32
ZenithOptimedia:Globaladvertisingmarketisgrowingdespiteeconomic
difficulties
Source: http://goo.gl/PesBoN
Advertising spending on digital media continues to grow. And if in 2016 they are projected to make up
27% of the total advertising market, it will increase to 29.3% in 2018
Globaladvertisingexpenditureondigitaltogrowby15%in2016
Source: http://goo.gl/oGn8y9

33. 33
Mobile devices are accounted for 80% of
time spent on social networks
A new study by comScore confirmed Facebook's
leadership in the framework of audience
involvement, and Snapchat appeal to a younger
group of people
http://goo.gl/MWHtvj http://goo.gl/EOoVvF
http://goo.gl/HDGWKD http://goo.gl/Dl0VLH
Mobile advertising can go nowhere
To date, 24.6% of Western smartphone users have
installed ad-blocking software on their devices.
Tune predicts that the number of users who do not
want to see ads on their mobile devices will have
reached 80% by the end of 2017
Advertising in social media has an
impact on 50% millennials
Deloitte Digital Democracy Study found that
people aged 19 to 32 years is greatly influenced
by advertising in social media, video games, and
celebrities and opinion leaders support of
goods. More than 50% millennials note that
advertising in social media has a high / medium
impact on their purchasing decisions
How the Internet of Things will destroy the
well-known brands
You can stumble upon hundreds of news about how
the Internet gradually penetrates in every thing.
Internet of Things became the most powerful
technological trends of recent years. According to
research firm Gartner, the world now has more than 5
billion connected devices. And by 2020, according to
its forecasts, those will be around 20.7 billion

34. 34
Generation Z prefers YouTube and
Netflix, tolerant to advertising
According to a new study by Defy Media, young
millennials and teens consider video as their
daily routine. Most of the 13-24 year olds (65%)
watch the content in the morning (before school
or work) and into the evening.
http://goo.gl/HpYa0j http://goo.gl/ule8tc
http://goo.gl/6Rs14D http://goo.gl/UGCEE9
Study: what women want
This year, women are focused on improving their
physical and financial health, the study notes. Nearly
two-thirds of respondents (63%) said that they want
to increase their focus on personal financial
management in 2016, and more than half (51%) said
they would prefer to hire a personal fitness trainer or
nutritionist than a financial advisor, decorator or
shopping consultant
Why millennial buyers are so difficult to
impact?
A special approach in terms of marketing should
be implemented to millennials . According to the
results of the research, the perception of
information for generation of the 90s is a little
different- primarily it passes through filters for
compliance with reality
Infographics: What influences the purchasing
decisions of parents?
Facebook new study has shown that 64% of parents
believe that children influence their purchase on
where to spend their vacation. 62% of parents of
adolescents believe that their children have a greater
influence on their purchasing decisions than they had
on their parents. And 71% of parents believe that
children control their expenditure on food

35. 35
* Click on the image works as direct link to the Source

36. 36

37. Target
Media
Tools
Decision
Period
Summary
&
Results
37
Non-standardOOH“Felix”
Target
Media
Period
Relatively new brand in Ukrainian market was aimed to Increase brand
awareness and consideration, engage with brand image – Clever cats get Felix
Non-standard OOH
October 2015 – December 2015
Media facades Gulliver, Gagarin and shopping mall “Passage”, Game on
screens shopping mall “Ocean Plaza”, bridge with extenders, videoboards
To show Felix cleverness in urban scale we use non-standartd OOH formats.
Also we launched DOOH where interaction via mobile application users had
opportunity to play with Felix on Ocean Plaza screen
• Geography – Kyiv, Odessa, Dnipropetrovsk, Kharkiv, Lviv
• Total OTS per campaign – 34 305 469
• Awareness and Consideration growth

38. Target
Media
Tools
Decision
Period
Summary
&
Results
38
NESCAFEClassic:Multi-channelproject“yourmorning
motivator”
To build EMOTIONAL bounds of consumer with the brand :
• Engagement with brand’s activities on morning territory
• Drive TRIAL of Classic Crema as a new news
Target
Special multi-channel projectMedia
Period of action Aug-Sept 2015Period
Through TV sponsorship announcement, digital banners , radio and SN posts
NESCAFE Classic invite to create morning motivator on promo page and those
who participate in project were used as UGC (your morning motivator) in TV
sponsorship, radio and subway ad (video projections)
Strong emotional connection through stimulating consumers to move forward
with good mood and kick start all possibilities of the day from the first sip of
NESCAFE Classic in the morning.
Drive “fresh and enjoyable start of the day” image
• About 323 M paid contacts
• 920 UGC morning motivators
 51% of created motivators were thanks to Earned contacts
 +68% vs plan created motivators from paid tools
• Growth in Trial

39. Target
Media
Tools
Decision
Period
Summary
&
Results
39
Abetka:NestléHealthykidsdigitalproject
Local Ukrainian digital platform launch of the global project "Nestlé Healthy
kids" targeted on popularization of the educational NHW project among
parents to change the behavior and switch Ukrainians from health-nutrition
declaration to action
Target
Digital projectMedia
Period of action Sept-Nov 2015Period
Partnership with digital source of TOP TV channel , Digital video, targeted
placement, Youtube and program placement in TOP digital video sources
+ site fine- tuneing
Integration in playful entertainment that parents search for kids, for educate
audience and attract parents’ attention, who then will implement nutrition
principles with their kids. Idea is work with gatekeepers in relevant (not
declared) content + develop consumer pathway through site usability
Simple redesign and clear call-to action lead to 5 times conversion rate growth
- 25% conversion rate. Also key indicators of site health were grown
• Cost per view – 57% (based on right targeting),
• Organic views: - growth in 10 times since ads campaign
• Indirect prove of project popularization – growth of search queries «Абетка
Харчування» in project period

40. Thank You!
40