media market digest jan-sep'16
TRANSCRIPT
StarLightMedia group Broke a three-year Record TV viewing
Jan-Sep’2016 in term
of EqTRP’s vs Jan-
Sep’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 87% In Sep’2016
It stays close to critical 90% level since 23 week
Sep’16 vs Aug’16
in EqTRP’s
257,7
88,
65,8
61,9
50,9
50,6
42,6
36,7
35,8
29,2
Pharma
Food
Telecom
Hygiene
Cosmetics
Trade
Cold AFB
Confectionery
Entertainment
Auto
15%
14%
4%
30%
111%
9%
42%
8%
-6%
-6%
4 Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000EqTRPs. Data owner is ITC.
Processed by “CCM” Subsidiary Enterprise
16%
0%
13%
73%
5%
-8%
-2%
-9%
-57%
-1%
TOP Categories 2016 vs 2015 Sep’16 vs Aug’16
Pharma category increased thanks to seasonal cold and flu group activity growth vs prev. month
AVK concern increased its activity with the new brand Baristi, but that didn’t stop Hot Beverages category drop vs 2015.
Nestle provided category fall vs
Aug’16
Cosmetics category increased thanks to skin care and hair care products groups growth vs prev. year
38,7
37,2
32,3
27,3
24,1
21,5
20,3
20,2
19,1
18,8
Procter&Gamble
Nestle
Pharmak
Reckitt Benckiser
L'Oreal
GlaxoSmithKline
Vodafone
Kyivstar
Unilever
Sanofi
23%
29%
15%
124%
4%
32%
-11%
-2%
-4%
-21%
5 Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000EqTRPs. Data owner is ITC.
Processed by “CCM” Subsidiary Enterprise
1%
48%
30%
32%
133%
-41%
-18%
-2%
-2%
-5%
TOP Advertisers 2016 vs 2015 Sep’16 vs Aug’16
Terra Food activity decreased 5 times but that didn’t stop Food category increase vs 2015
Cold AFB activity decrease due to seasonal changes.
Coca-cola was the main reason of category drop vs prev. month
Kimberly-Clark start to increase activity and provided Hygiene category growth vs prev. month
IT category increased twice this month thanks to Ukrtelecom activity growth
6
Source: http://goo.gl/RnpoLP
Prediction from top-brass of the largest European satellite operator: pay-TV market will come into sight in Ukraine sooner or later, and piracy will be finished. It took decennary in the fight against them in Sweden.
Interview with top managers of the European satellite operator SES about the
prospects of pay-TV
Source: http://goo.gl/efPFV8
«The growth of TV commercial market by 35% according to one data and by 40% according to another is expected for the next year according to the optimistic estimates», - it is said in press release based on the results of KIEV MEDIA WEEK.
TV commercial market is going to increase by more than 5 mln. dollars in currency equivalent by general estimates by 2017.
Volume of Ukraine TV commercial market is going to increase by 35-40% in 2017
First seller's expectation for 2016 TV market growth is 35%-45%. Avoiding extra Sold out in 2017, sellers expect the same inflation level. Real market growth and inflation will depend on economical situation.
Alexander Polinovskiy, TV Buying Group Head Zenith Ukraine
Who is the most attractive viewer in terms of consumption now? How possible single interpretation for the media groups is here? Are there any options? What kind of consumption is on the top of an angle - content, goods?
- The most attractive TV viewer is commercial audience in the age from 18 to 54. The ones, who get wide consumption goods predominantly, and, of course, mostly it’s female audience.
Alexander Tkachenko: revisal of lath for commercial audiences above 54
years isn’t realistic for the nearest future
Source: http://goo.gl/6CGk9t
7
8
Source: http://goo.gl/Fc254c
STB became the leader in three audiences at the same time in MB Top Channel research according to the September results. «Ukraine» channel – at the head of TOP in another one. STB, ICTV and «Novyi Kanal» has the most noticeable growth of share, «1+1» − the most noticeable fall in the first month of autumn.
Top-channels of September: shoot of STB
StarLightMedia keeps breaking records
Source: http://goo.gl/pKdR9B
Share of StarLightMedia TV channels has exceeded 30% according to the results of 38th week. This is the highest indicator of group for the last three years.
«Big six» channels in the second month of new season fully filled ether with new TV projects. The 16th season of «Fight of Psychics» has started on STB, the 3rd season of «Voice. Children» − on «1+1» and own historical drama «Centuries of Yakov». «Inter» launched Ukrainian soap opera «Second life» at week days prime time, and «Ukraine» channel has shown two Ukrainian movies.
Games with share. «Voice. Children» vs «Fight of
Psychics»
Source: http://goo.gl/AFHqY0
10
219,7
143,1
135,0
119,7
104,1
100,0
83,0
82,0
80,2
73,6
CarlsbergGroup
Citrus
Nestle
Douwe Egberts
Kyivstar
Reckitt Benckiser
Wargaming
L'Oreal
Mondelez
Allo
454,0
292,8
241,7
213,2
197,0
213,9
175,8
147,9
151,6
149,3
Trade
Leisure time
Alcohol
Hygiene
Cold AFB
Telecommunications
Culinary
Confectionary
Hot Beverages
Automotive
Apr-Sep 2016
Source: Gemius Ad Real, MLN Impressions. Data is processed by “CCM” Subsidiary Enterprise
Apr-Sep 2016
TOP Categories TOP Advertisers & VOD
11
Rozetka
Yandex N.V.
101XP GamesLimited
Allo
GEPUR
Citrus
Mobtop
Vulkan Casino
Bitcoin
RabotaUA
Trade
Leisure time
Finance
Computers
Media
Tourism
Telecommunications
Automotive
Real estate
Wear
Aug-Sep 2016
Source: Gemius Ad Real, MLN Impressions. Data is processed by “CCM” Subsidiary Enterprise
Aug-Sep 2016
TOP Categories TOP Advertisers & Display
Now marketers can track how advertising on TV affects the number of brand-related searches on Google and YouTube, and to compare these data with the results of campaigns on YouTube. According to preliminary tests, each ads impression on YouTube brings almost twice more searches than advertising on TV.
12
Now Brand Lift can be used for analyzing effectiveness of TV advertising
Source: https://goo.gl/pAa4Bw
Google leading in coverage , YouTube takes the second place in ranking
Source: https://goo.gl/KGOCb1
Factum Group released September research about Ukrainian Internet audience. Thus, no significant changes were observed in September Top 25 most visited sites. Google keeps leading in coverage , YouTube takes the second place in ranking. Nova poshta website takes TOP-25 place in the ranking.
Measurement of digital advertising impact on brand still raise lots of questions. Thus, new possibilities presented by Google for evaluation of TV and Digital-related dynamics of consumers search demand is valuable to analyze the effectiveness of cross-media campaigns and get the most reliable results.
Maryna Grygorenko, Digital Director Zenith Ukraine
Facebook announced the launch of Marketplace - a new section dedicated to buy and sell goods for people nearby. Marketplace will be rolling out to everyone over 18 years old in the US, UK, Australia, and New Zealand on the Facebook app for iPhone and Android. Later Marketplace will be launched in other countries.
13
Facebook is Introducing Marketplace
Source: https://goo.gl/bsF3kO
Comscore tells about the dramatic impact of mobile, and in particular mobile apps, on the digital retail landscape. It reveals opportunities of using mobile apps in online commerce.
Mobile, apps and the modern purchase funnel
Source: https://goo.gl/ZEUVzB
14
Vkontakte starts auto play video advertising
Source: https://goo.gl/gCmy7o
VKontakte Videos are one of the most popular services in the social network. Users download 1.4 million videos a day. VKontakte launched autoplay videos in the news and on the pages of profiles and communities to make user experience more exciting and dynamic and to attract more attention to the target users to the publications of authors.
Snapchat Beats Instagram and Facebook as the Top Social Platform for
Teens
Source: https://goo.gl/fDEDoO
Globally Snapchat's growth as the preferred social platform for teenagers continues to outpace other social platforms, and it's cutting into Facebook usage. According to Piper Jaffray report, 80% of teens use Snapchat at least once a month, up from 74% in the fall of 2015. While 79% of teenagers said that they use Instagram once a month.
20,3
17,3
15,9
10,1
9,5
9,1
8,6
8,5
8,2
7,3
Fozzy Group
Epicenter
Sport Life
Lifecell
Riel
Vodafone
Samsung
Privatbank
Metro
K.A.N.Development
43%
3%
31%
52%
148%
4%
44%
-7%
-18%
-11%
196,1
131,2
77,1
58,0
41,2
32,4
25,3
24,3
21,3
16,1
Trade
Realty
Entertainment
Auto
Telecom
Finance
Sport
Restaurants
Medicine
Tourism
20%
71%
33%
46%
4%
9%
28%
25%
36%
60%
Renault, Nissan, Mitsubishi Motors drove Auto category growth vs prev. month while Toyota drove category vs prev. Year
Perfect Group has continued to increase activity since Jul’16 that has a positive impact on Finance category growth
Sport Life decreased activity vs Aug’16 but is still on the top in Sport category vs prev. year
Join up and Anex Tour provided Tourism category increase by 60% vs prev. year
16 Source: Communication Alliance-OOH, Budget, Mln UAH. Data is processed by “CCM” Subsidiary
Enterprise
TOP Categories 2016 vs 2015 2016 vs 2015 TOP Advertisers
OOH market grew by 28% vs Jan-Sep’15
For the 6 months of this year increased the number of outdoor advertising share in the structure of the advertising market in Ukraine: to 11.1% from 10.4% in the 2015 Outdoor is still one of the most accessible media in terms of building coverage and the cost of contact for the general audience.
17
Outdoor advertising in Ukraine: dynamics and prospects
Source: https://goo.gl/u2GO9L
Short summary of Out-Of-Home Forum 2016 The result of teamwork, which was presented at the forum were the main directions for the development of an integrated road map modernization visual environment of Ukrainian cities. And understanding that its implementation is necessary to create an open and public space of dialogue. The space in which the public, experts, businessmen and municipalities will discuss ways to implement joint solutions.
Source: https://goo.gl/MSaOQe
17,9
10,4
7,4
7,2
6,9
5,1
4,6
4,3
4,2
4,2
L'Oreal
Seldiko
Olaynfarm
ChaneL
Hexagone
Fitobiotehnologii
Dalgakiran
Procter&Gamble
Apivita
Burda
47%
38%
323%
35%
126%
147%
202%
-40%
-11%
-32%
63,4
52,8
51,7
47,3
26,1
25,2
15,1
13,2
13,0
10,6
Trade
Entertainment
Cosmetics
Pharma
Auto
Wear
Finance
Perfumes
Jewellery
Restaurants
2%
15%
41%
59%
60%
18%
58%
-5%
-9%
-1%
Louis Vuitton started increase activity that provides Trade category growth vs prev. month
Olaynfarm was the main driver of Pharma category increase us prev. month and vs prev. Year
Only 4 advertisers showed activity in Perfumes category in Sep’16 but they provides category growth vs prev. month
19 Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
2016 vs 2015 2016 vs 2015 TOP Categories TOP Advertisers
Print market grew by 16% vs Jan-Sep’15
20
“Edinstvennaya” presented new Editor-in-chief “Edinstvennaya” will be headed by new editor-in-chief Julia Melashchenko started from November. Julia Melashchenko work in the company for more than 10 years and was the head of “Young Lady” in the past
Cosmopolitan Ukraine, Harper's Bazaar and ELLE will be sold online through Magzter To expand the online audience around the world Hearst Shkulev Ukraine, one of the leading publishing houses in Ukraine, started cooperation with Magzter, the biggest online magazines store.
Source: https://goo.gl/Qjh2vA
Source: https://goo.gl/Lo7a53
21
18,2
18,0
13,2
11,0
10,6
7,0
7,0
6,9
6,3
5,1
Natur Produkt
BayaderaLogistik
Victor & Co
Get'man
Zolotiy vik
MobilLuck
Megapolis
Poltava Distillery
Russkoe radio
UkrainianNational Lotery
38%
94%
342%
51%
-6%
58,4
57,0
44,5
30,8
25,0
24,2
19,4
10,8
10,2
9,4
Entertainment
Alcohol
Trade
Pharma
Food
Auto
Realty
Jewellery
Finance
Education
48%
101%
107%
204%
48%
101%
49%
46%
125%
Get’man was the main driver of Alcohol category growth vs prev. month and prev. Year
Mironovsky hleboproduct drove Food category increase vs prev. Month
Realty category increased thanks to growth of advertisers number from 32 to 37 vs 2015
rabota.ua started its activity in Sep’16 that had a positive impact in Education category growth
Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
2016 vs 2015 2016 vs 2015 TOP Categories TOP Advertisers
Radio market grew by 85% vs Jan-Sep’15
The habit of buying via mobile phones is constantly growing in the world. According to a global survey 57% of smartphones and tablets users made purchases via their devices. 23% of mobile shoppers buy via mobile devices every week. That means that the prospects of mobile commerce market in Ukraine are very attractive.
23
Mobile commerce in Ukraine: good news for retail
Source: https://goo.gl/Xo8ldm
The research company iVOX Ukraine conducted an online survey to find out what Ukrainian Internet users are doing to maintain their health.
How do Ukrainians care about their health?
Source: https://goo.gl/sQz5pZ
Internews Network presented the results of national sociological research about media in Ukraine in 2016
Popularity and credibility of Ukrainian online media is growing
Source: https://goo.gl/xrSrlT
24
Generation Z – the first generation that was born in the Internet era. They do not remember what life was like without the gadgets and spend with smartphones and tablets more than 8 hours a day. Speed work is becoming more important than ever.
Generation Z: who are they?
Source: https://goo.gl/0qnv08
ARF analyzed 5000 TV, radio, print and digital campaigns in 45 countries. Investments in different platforms provide greater ROI than investing in a single platform. For example, two platforms campaign gives a 19% ROI increase compared with one platform.
Research: what advertising campaigns provide a greater ROI
Source: https://goo.gl/CwXJOO
Targeted advertising not only increases the chances of brands to sell the product, but also it can affect clients’ thoughts about themselves
How behavioral targeting affects the psychology of buyers
Source: https://goo.gl/RFS9s5
25
https://goo.gl/pfs27c
https://goo.gl/CyRa1Y
https://goo.gl/vKfPcE
Advertising receptivity is stronger in the morning Traditionally the best time for advertising is considered to be evening because of the volume of the audience. But the study shows that the receptivity level during this period is estimated at 45 points while in the morning it is 59 points
Research: Online advertising should be visible for 14 seconds For advertising to be watched for 1 second, it should be visible for 14 seconds, the InSkin Media study notes. For advertising to be watched for 2 seconds, it should be visible 33 seconds
90% of mobile shoppers begin purchasing from search engine According to the Google survey, 70% of offline buyers use mobile devices to search for information before buying. 92% of them purchase the relevant goods
https://goo.gl/vKfPcE
Infographics
26 * Click on the image works as direct link to the Source