The main Media Market Trends & News we would like to share with you in this issue are the following: Zenith Worldwide predicts growth of mobile Internet Brief TV Market overview o Comedy, history and love: StarLight Marketing has studied requests of Ukrainians Digital Market overview featuring recent launches and new Advertising possibilities o Facebook is introducing Marketplace o 7 hacks of new Adwords redactor OOH, Print & Radio Markets demonstrate growth

1. Media Market Digest October2016
Zenith Worldwide predicts growth of mobile Internet

2. 2

3. Jan-Oct’2016 in term
of EqTRP’s vs Jan-
Oct’2015
3
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 86%In Oct’2016
It stays close to critical 90% level since 23 week
Oct’16 vs Sep’16
in EqTRP’s
1 + 1 Media organized
the second Media Hack
Weekend - the largest in
Eastern Europe
Hackathon

4. 298,2
97,4
72,2
68,7
59,1
55,9
45,3
42,9
42,
33,4
Pharma
Food
Telecom
Hygiene
Trade
Cosmetics
Cold AFB
Entertainment
Confectionery
Auto
15%
9%
2%
24%
97%
52%
2%
7%
-3%
-6%
4
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000EqTRPs. Data owner is ITC.
Processed by “CCM” Subsidiary Enterprise
35%
0%
36%
60%
62%
16%
-11%
-5%
-21%
-16%
TOP Categories 2016 vs 2015 Oct’16 vs Sep’16
 Finance category decreased due to
Privatbank activity drop by 7 times
vs prev. Year
 Ferrero drove Confectionery
growth vs prev. Month and vs prev.
Year.
 West oil group and Shell became
the main reason of Auto category
growth vs prev. Month while Ford
drove category increase vs prev.
Year

5. 43,5
42,1
35,3
31,4
26,1
24,0
22,6
21,9
21,6
21,3
Procter&Gamble
Nestle
Pharmak
Reckitt Benckiser
L'Oreal
GlaxoSmithKline
Kyivstar
Vodafone
Unilever
Sanofi
16%
24%
18%
105%
4%
35%
-15%
-3%
-4%
-18%
5
Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000EqTRPs. Data owner is ITC.
Processed by “CCM” Subsidiary Enterprise
14%
72%
25%
18%
3%
-10%
-32%
-8%
-49%
-4%
TOP Advertisers 2016 vs 2015 Oct’16 vs Sep’16
 Factor stopped its activity in
October but that didn’t led to fall
of Food category
 Omega Pharma started activity of
its brand Lactacyd but that didn’t
stop Hygiene drop vs prev. Month
 Kari and Lamoda.ua cut their
investments and drove Trade
category decrease vs 2015
 L'Oreal decreased activity of 3 out
of 4 active brands vs prev. Month

6. 6
Source: http://goo.gl/XLBKNV
Activity of commercial TOP-categories have increased by 12% on TV market in the first nine months in 2016
compared with similar period of the last year. At the same time, activity of «Medicine» category has
increased by 14%.
Nestle & L'Oreal – unchangeable leaders for the second consecutive year. P&G is following by them, by
increasing their activity. Pharmaceutical companies «Farmak», Reckitt Benckiser and Sanofi are in the
TOP-15 Ukrainian advertisers according to the results of the first nine months of 2016 year.
Medicinecommercialhasincreased onUkrainianTV

7. “Segmentation of target audience – I’m rarely using thus thing on market. Because it doesn’t matter how
to determine TA for TV commercial, it will be seen by practically all viewers anyway, especially older part
of population. At the same time there are enough channels for the young segment of TA on the market,
but sale system encourages package placement on the wide range of channels. Very slight amount of
advertisers and agencies are planning with taking TA preferences into account, by abandoning
unnecessary channels…”
SvetlanaKalininaabouttelevisionaudiences
Source: http://goo.gl/1Coc86
7

8. STB became the leader in three audiences at the same time in MB Top Channel research according to the
October results*. «Ukraine» channel – at the head of TOP in another one. «Novyi Kanal» has the most
noticeable growth of share.
TOPchannelsofOctober:three timesSTB&“Ukraine"
8
Research department of StarLightMedia group – StarLight Marketing – has done survey about viewers
request for genres and topics of movies and soap operas. Response options weren’t offered to
respondents, they named genres and topics themselves. Answers were encoded into appropriate
category. The research results have shown, that Ukrainians are waiting comedies, historical and love
movies from producers.
Comedy,historyandlove:StarLightMarketinghasstudiedrequestsof
Ukrainians
Source: http://goo.gl/9JaLmF
Source: http://goo.gl/DIytuK
Main reasons of STB and Novyi growth: new season of TV shows launched. Thus it provides additional inventory for
Alliance, which they are trying to sell to Advertisers.
Maxim Pozhar, TV Buying Group Head Zenith Ukraine

9. 9

10. 10
235,5
183,7
153,5
136,3
127,0
109,1
102,5
91,7
88,1
87,4
Carlsberg Group
Citrus
Nestle
Douwe Egberts
Kyivstar
Reckitt Benckiser
L'Oreal
Allo
Mondelez
Wargaming
570,7
333,7
264,1
257,4
249,9
211,3
195,6
177,5
173,5
171,3
Trade
Leisure time
Alcohol
Hygiene
Telecommunic
ations
Cold AFB
Culinary
Hot Beverages
Pharma
Confectionary
Apr-Oct 2016
Source: Gemius Ad Real, MLN Impressions. Data is processed by “CCM” Subsidiary Enterprise
Apr-Oct 2016
TOPCategories TOPAdvertisers&
VOD

11. 11
Rozetka
Yandex N.V.
Rabota UA
Allo
101XPGamesLim
ited
Faberlic
GEPUR Group
Citrus
Mobtop Group
Vulkan Casino
Trade
Leisure time
Finance
Computers
Media, books
Tourism
Wear
Telecommunic
ations
Automotive
Real estate
Aug-Oct 2016
Source: Gemius Ad Real, MLN Impressions. Data is processed by “CCM” Subsidiary Enterprise
Aug-Oct 2016
TOPCategories TOPAdvertisers&
Display

12. 12
ThemosteffectivePPCchannelshavebeenannounced
Source: https://goo.gl/9PPizq
Pinterest’smonthlyuserbasehits150millionpeople,up50%fromlastyear
Source: https://goo.gl/2CaxHf
Pinterest's audience base is growing and diversifying, but it still has a ways to go to catch
up to Facebook, Instagram, Snapchat and Twitter.
Text ads are the most effective advertising PPC-channel, says a recent study made by
Hanapin Marketing

13. 13
IntroducingMarketplace:BuyandSellwithYourLocalCommunity
Source:
http://newsroom.fb.com/news/2016/10/introducing-
marketplace-buy-and-sell-with-your-local-community/
Digital-marketingin2016.Infographics
Source: https://goo.gl/KJMjap
Authors presented a global image of user consumption, benchmarks and review of the
most effective digital-marketing methods.
Facebook is where people connect, and in recent years more people have been using
Facebook to connect in another way: buying and selling with each other. This activity
started in Facebook Groups and has grown substantially. More than 450 million people
visit buy and sell groups each month — from families in a local neighborhood to collectors
around the world.

14. Trustpilot surveyed over 1,000 customers in the US about the importance of reading,
writing and trusting online reviews.
14
Howconsumersusereviewsandwhatyoucanlearnfromthem
Source: https://goo.gl/WjVJ4U
7hacksofnewAdwordsredactor
Source: https://goo.gl/dkFmqr
Author explores the potential impact of some new AdWords features.
It has become easier to load and update data, create filters; there are several new
opportunities.

15. 15

16. 22,5
18,9
16,7
11,5
11,0
10,2
9,8
9,7
9,6
8,2
Fozzy Group
Epicenter
Sport Life
Lifecell
Riel
Vodafone
Privatbank
Samsung
Metro
K.A.N.
Development
38%
0%
30%
57%
143%
8%
56%
-7%
-16%
-4%
223,5
149,7
88,7
66,6
46,8
40,1
27,1
27,1
24,2
16,9
Trade
Realty
Entertainment
Auto
Telecom
Finance
Sport
Restaurants
Medicine
Tourism
25%
80%
38%
53%
7%
24%
27%
26%
43%
62%
 Fozzy Group drive
Trade category growth
vs prev. Year while
Metro and Ashan vs
prev. Month
 Lifecell is the leader
and the main driver of
Telecom category
growth vs prev. Year
 Food category
switched from 10th to
13th position driven by
Snack Production fall
16
Source: Communication Alliance-OOH, Budget, Mln UAH. Data is processed by “CCM” Subsidiary
Enterprise
TOPCategories 2016 vs 2015 2016 vs 2015TOPAdvertisers
OOH market grew by 34% vs Jan-Oct’15

17. The operator of outdoor advertising "Prime Group" has entered into
commercial operation online platform for planning and buying outdoor
advertising OUTHUB.ONLINE.
The new platform allows owners of out-of-home automation
equipment sales and develop business in the intelligent ERP-system.
OUTHUB.ONLINE brings together the operators of outdoor advertising
with advertising agencies and advertisers who are interested in
promoting their brands, products and services.
17
OUTHUB.ONLINE:thenewrealityofplanningandbuying
outdooradvertising
Source: https://goo.gl/xXIGw5
Cherkassyhostedthe2ndInternationalConferenceon
outdooradvertising
Modern trends in the advertising market and the steps that
need to go to improve the visual appearance of the city,
discussed in Cherkassy on the 2nd International Conference "
Outdoor3 ." For the second consecutive year it collects dozens
of leading national and international experts in the industry,
business and government. As a result, group work, worked out
joint proposals which plans to send to the Cabinet of Ministers
of Ukraine.
Source: https://goo.gl/76VJdJ

18. The £20m of founding from the OHH industry is part of a new contract
which will begin in April 2017. Over the six year period data will be
collected from 43,200 people who will carry a bespoke multi-sensory
tracking travel meter for 14 days to reveal how people move in all
public spaces.
18
Routehasreneweditsoutofhome(OOH)advertising
researchprojectforanothersixyearstoenablethe
industrytoaccessitsinsightsanddatatohelpbetterplan
campaigns
Source: https://goo.gl/4a9yoZ
Isdigitaldumbingdownout-of-home
Working with similar technology as Google Goggles, it produces
heat maps and allows advertisers to see which components of
the poster are most likely to be noticed. Subsequent changes
vary from minor brand logo or text edits to full scale revamping
of the design, as happened with Mastercard where the original
poster design, resembling a print ad, was completely replaced by
a poster with genuine impact.
Source: https://goo.gl/qslVSR

19. 19
AGlobalOutlook–InspiringOOH Teeth-villainsrevealedthecausesoftoothdecay
Source: https://goo.gl/tncVeN
The rapid deployment of digital screens give more prospects of
digital media for communication and promotional stories
"history". Key UN media owners offer advertisers smart
screens with built-in sensors and interactivity. Face the vehicle
and facial recognition is already used in UN campaigns.
DOOH has given our industry a massive shot in the arm globally. We
have gone from being the slowest deliverable medium to being the
fastest, even ahead of TV. The speed at which we can get our message
out to the audience is unparalleled.
Source: https://goo.gl/8t90JL

20. 20

21. 20,6
12,9
8,8
8,5
8,0
5,8
5,3
4,9
4,8
4,7
L'Oreal
Seldiko
Olaynfarm
Hexagone
ChaneL
Fitobiotehnologii
Ukrainian
National Lotery
Dalgakiran
Toyota
Procter&Gamble
39%
60%
269%
129%
38%
121%
85%
208%
343%
-34%
78,7
61,3
57,6
54,0
30,4
30,0
17,1
15,0
14,2
12,5
Trade
Entertainment
Cosmetics
Pharma
Wear
Auto
Finance
Perfumes
Jewellery
Restaurants
10%
16%
35%
56%
58%
20%
57%
-1%
-8%
-4%
 New Zealand Auckland is
new advertiser in Wear
category.
 This advertiser with Dirk
Bikkembergs became the
main drivers of category
increase in October
 OTP Bank drove Finance
category drop vs prev.
Year.
 Obolon growth didn’t
stop Alcohol activity
decrease vs prev. Year.
 Bayadera Logistik drove
category growth vs prev.
Month
21
Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
2016 vs 2015 2016 vs 2015TOPCategories TOPAdvertisers
Print market grew by 16% vs Jan-Oct’15

22. 22
21,5
20,1
14,8
12,8
12,3
8,1
8,1
7,5
6,6
6,3
Natur Produkt
Bayadera
Logistik
Victor & Co
Get'man
Zolotiy vik
Poltava Distillery
Megapolis
MobilLuck
Russkoe radio
ORBI GROUP
762%
44%
102%
296%
47%
139%
-5%
66,0
65,1
52,2
37,2
28,8
28,7
23,7
12,4
11,9
10,1
Entertainment
Alcohol
Trade
Pharma
Auto
Food
Realty
Finance
Jewellery
Education
45%
104%
109%
164%
100%
51%
57%
129%
42%
255%
 Trade category increased
twice thanks to online
store (appliances and
equipment) activity growth
vs prev. Year.
 Pharma category increased
thanks to seasonal cough
remedies group activity
growth.
 Natur Produkt was the
main reason of category
growth vs prev. month
and vs prev. year
 Nissan stopped activity in
Auto category but that
didn’t stop category
growth vs prev. Month.
Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
2016 vs 2015 2016 vs 2015TOPCategories TOPAdvertisers
Radio market grew by 84% vs Jan-Oct’15

23. Under the new regulations, started from November 8, 2016, the share of Ukrainian songs
broadcasted in the national language should be not less than 25% of the total time. Songs
in the official languages of the European Union should be not less than 60% of all songs.
23
Alawonquotascameintoforce
Source: https://goo.gl/Kg69U4

24. 24

25. 25
According to the results of Nielsen retail audit (RMS) in Ukraine, the market of non-food
consumer goods (FMCG) shows the first signs of recovery in the first half of 2016 (+5% in
May-Jun’16 vs May-Jun’15).
Ukrainiannon-foodFMCGmarketisshowinggrowthforthefirsttime
duringthelast2years
Source: https://goo.gl/aiX2yu
More than half of Ukrainian consumers claim that they feel anxious when their mobile
device is not near them and 72% of consumers say that mobile device makes their lives
better, reported Nielsen Mobile shopping, banking and payment research.
51%ofconsumersinUkrainecannotlivewithoutamobiledevice
Source: https://goo.gl/25Lyuj
iVOX Ukraine conducted an online survey with 1075 respondents to figure out how
Ukrainians use their credit cards.
74%ofUkrainianInternetaudienceusecreditcardsforonlinepayments
Source: https://goo.gl/pCVwuX

26. Mobile Advertising Forecasts conducted by Zenith dedicated to forecast
of mobile advertising technology and advertising in 60 key markets. Spain,
Hong Kong and China - the leaders of mobile internet usage and the
highest penetration of smartphones - in Western Europe and Asia.
According to a new study mobile advertising bypass desktop computers
and for 2018 will account for 60% of online advertising. It will be 134
billion USD - more than the cost of advertising in newspapers, magazines,
outdoor and cinema together.
.
26
ZenithpredictsgrowthofmobileInternet
Source: https://goo.gl/3Ce35F
In Ukraine share of mobile users using Internet connection is showing constant growth thanks to
3G coverage expansion. Growing Mobile internet penetration and high Sold-Out on desktop video
push advertisers to faster adapt to Mobile reality and consider Mobile advertising usage.
Daria Malikhatko, Head of Strategic Research Department Zenith Ukraine

27. 27
Marketing before and after a digital transformation revolves around how customers
see some business. Daniel Newman, Principal Analyst of Futurum Research and CEO
of Broadsuite Media Group, tells how to stay focused, to create dialogue and
increase conversion in 2017.
Top10trendsofmarketingin2017
Source: https://goo.gl/BgxeIm
The main challenge for most marketers today is the need to develop SMM-
promotion strategy. The article describes the main events and launches, which took
place in social media and had a marked influence on the development of the
industry.
Top10 SMM trendsfor2017
Source: https://goo.gl/4WxEPp
7impendingPPCtrends
This year there are new trends in audience targeting, helping companies to
communicate with the target audience and more effectively promote products and
services. Paid search is still in favor with the organizations that want to assert
themselves on the world's largest market - the Internet. This article describes the
top-7 PPC trends that will help brands to stay afloat.
Source: https://goo.gl/Nta1WP

28. 28
Mobile devices are the most rapidly
growing advertising channel
Advertising spending on mobile will grow by
47.1% this year and by 34.2% in 2017. Mobile
devices will become the third largest global
advertising channel at the end of 2016
https://goo.gl/5j3EYu https://goo.gl/Kg9dvU
https://goo.gl/QvLNC1 https://goo.gl/EHJgDf
How do consumers relate to the brand’s
Emoji?
Based on Emogi platform infographics, 59% of
consumers would like to use branded beer Emoji.
And 43% would prefer to use Pepsi Emoji instead of
the standard smile
Plurals: Things marketers need to know
about Gen Z
A survey conducted last year by digital agency
Deep Focus found that 63 percent of Gen Z
prefers to see “real” people in ads, while just 37
percent favor celebrities
Number of mobile users exceeded the
number of desktop users
According to the StatCounter, number of mobile
connections to sites all over the world for the first
time exceeded the number of desktop in October
2016 .

29. 29
* Click on the image works as direct link to the Source

30. 30
Thank You!