Media Market Digest Jan-Jun'16
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Transcript of Media Market Digest Jan-Jun'16
2
TV
Grew by 5% vs Jan-Jun’15 The new rising of prices for TV
commercial
p.3-11
Radio
Twice increase vs Jan-Jun’15 Radio Expert: Ukrainian radio
shows steady growth p.26-27
Research & Trends Forecast for Media
Consumption & Advertising Market by ZO Global
Latest consumer research by Nielsen
p.28-34
Digital 5 Instagram Changes: What
Marketers Need to Know
p.12-16
OOH
Growth by 17% vs Jan-Jun’15 The standardization of terms in
the OOH advertising in Ukraine
p.17-22
Moderate increase by 17% vs Jan-Jun’15
p.24-25
Lancome: Energie De Vie
Cases
ZOU Campaigns
p.35-36
Jan-Jun’2016 in term
of WTRP’s vs Jan-
Jun’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 up to 92% In Jun’2016
The dynamics is typical for pre-crisis
years
Jun’16 vs May’16
Sold-out on TOP-6
channels was up to 100%
since 23 week
in WTRP’s
143,5
51,6
40,3
31,9
29,2
24,6
21,3
20,8
19,9
17,5
Pharma
Food
Telecom
Hygiene
Cosmetics
Trade
Confectionery
Cold AFB
Entertainment
Auto
14%
11%
13%
33%
123%
11%
26%
23%
0%
-6%
5 Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000WTRPs. Data owner is ITC.
Processed by “CCM” Subsidiary Enterprise
Food category increased thanks to Danone that empowered 4 out of 6 Brand’s campaigns
Unilever was the main driver of Hygiene category growth vs prev. month while Procter&Gamble drives category vs prev. year.
Foxtrot rose its activity in June that had a positive impact on Trade category growth
11%
11%
2%
61%
32%
63%
73%
-25%
-26%
-36%
TOP Categories 2016 vs 2015 Jun’16 vs May’16
23,3
20,0
19,2
15,8
15,1
12,9
12,3
11,1
10,8
10,3
Nestle
Procter&Gamble
Pharmak
Reckitt Benckiser
L'Oreal
Vodafone
Kyivstar
Unilever
Ukrnafta
Beiersdorf AG
35%
12%
113%
6%
19%
8%
101%
-9%
-23%
6 Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000WTRPs. Data owner is ITC.
Processed by “CCM” Subsidiary Enterprise
49%
92%
11%
-8%
-9%
-6%
-37%
-33%
-12%
-4%
TOP Advertisers 2016 vs 2015 Jun’16 vs May’16
Beiersdorf AG decreased activity of Nivea brand, that resulted in Cosmetic category fall vs May’16
L'Oreal was the main driver of Cosmetics category growth vs prev year.
Despite seasonal growth of ice-cream activity in June Confectionery category decreased vs May’16
The main drivers of ice-cream intensification were Lasunka and L’vovsky hladokombinat
Obolon’ and IDS Group grew their activity vs prev. month in Cold AFB category
Galnaftogas increased activity of OKKO brand, that resulted in Auto category growth vs prev. month
Economy shows optimistic scenario of growth. Demand on TV market already exceeded supply. Sellers' appetites are growing. Alliance and 1+1 Group announced new buying policy for additional budgets from Aug-Sep: at least +35%-45% price increasing vs yearly price (up to extra +50-60% for Sep-Dec). In fact sellers introduced 2017 price policy.
Alexander Polinovskiy, TV Buying Group Head ZenithOptimedia Ukraine
7
Source: http://goo.gl/ux5fi2
The largest TV channels are raising prices for TV commercial. The 1+1 Media announced that from 1 August, rising of prices won’t be less than 30-35% and will affect both new advertisers and existing ones if they want to order additional amounts of TV commercial. The Group also canceled bonus placement that was accrued for the amount of redeemed TV commercial, so the rising of prices can reach 50% for individual advertisers.
The new rising of prices for TV commercial: sales houses are testing the waters, the agencies keep calm
8
Source: http://goo.gl/PZy47a
Emotions run high around draft law №3504 which specify the order of distribution broadcaster transmissions included to the universal program service. Renewed Telecommunication Chamber has published own vision of the draft law and has proposed to legalize free broadcasting of national TV channels. TIC spoke out against these changes.
TIC vs Telecommunication Chamber: cable guys and TV channels can’t divide
UPS
Source: http://goo.gl/CjDCjK
Lobbyists seriously took up law-making and offer their changes in norms proposed by the MPs. The draft law №3504 which specify the order of distribution broadcaster transmissions included to the universal program service (UPS) is on the agenda.
Telecommunication Chamber spoke out against The Universal program
service
8
9
Euro 2016 Final: TV viewing
Source: http://goo.gl/JFsdtm
UEFA Euro 2016 Final, in which Portugal team beat French team passed with such indicators of TV viewing: share 35,2%, rating 10,6% in audience 18+, 50 ths+ and share 35,3%, rating 9,5% in audience 18-54, 50 ths+. It is rather higher then UEFA Euro 2012 Final indicators.
The broadcasting of the Euro 2012 Final match Spain-Italy on the “Ukraine" channel passed with a share 25,6%, rating 9,5% (audience 18+, 50 ths+, according to preliminary GfK data) 4 years ago.
10
“Ukraine“ channel leads in three audiences in MB Top Channel research according to the June results. However leadership left for the “1+1“ in one another audience. “Ukraine” channel has the most noticeable growth of share and STB - the most noticeable fall.
Top-list of TV channels in June: growth of “Ukraine“ channel
Source: http://goo.gl/EcPnmD
The largest provider of cable television «VOLIA» company published ratings of TV channels of their OTT*-subscribers in the beginning of June. May is characterized by stability of the top ten television channels indicators: «big six» didn’t change much («1+1», STB, ICTV, «Ukraine», Novyi Kanal and Inter), but ТЕТ, «2+2» and К1 overtook NТN in the «second eshelon».
Educational channels beat informational channels according to the
«VOLIA» TV ratings
Source: http://goo.gl/Kl52Wq
10
11
Conference «Television as Business 2016» within the KIEV MEDIA WEEK
Source: http://goo.gl/F0iHny
Conference «Television as Business 2016», will be held on 22 September in The Hyatt Regency Kiev Hotel in the str. Alla Tarasova, 5 and will be organized by Industrial Television Committee within international media forum KIEV MEDIA WEEK.
Andrew Partyka, CEO of Sales houses StarLight Sales and StarLight Brand Content, commented rating of media agencies and media groups of Ukraine 2015, that was published last week by UAC.
Andrew Partyka about UAC rating: budgets are considerably increased in individual cases
Source: http://goo.gl/dNmWK5
35,0
30,2
25,4
25,2
22,3
22,2
21,2
18,6
18,2
16,5
Skoda
Beiersdorf AG
Fozzy Group
Nestle
Mondelez
Kyivstar
Mars-Wrigley
McDonald's
Metro
Pepsico
VOD TOP Categories
62,1
52,3
39,1
37,7
33,8
29,6
28,5
26,1
22,7
16,2
Trade
Confectionery
Alcohol
Auto
Telecom
Food
Cosmetics
IT
Restaurants
Hot Beverages
VOD monitoring includes HTML5 formats from the middle of March which caused technical growth of Impressions monitoring data is not stable
13
VOD TOP Advertisers &
Source: Communication Alliance, represents 20%-25% of all video ad. Impressions, Mln. Data
processed by “CCM” Subsidiary Enterprise
LinkedIn has decided to officially start auctioning off its desktop-only display ads because it will be easier for brands to buy those banners and more cost-effective for the social network to sell them.
14
LinkedIn starts officially auctioning off its desktop banner ads
Source: http://goo.gl/IxYvuv
People Aren't Feeling Facebook's Reactions
Source: https://goo.gl/zY3k8z
Facebook launched its Reactions feature—an extension of the “like” button—in February, giving users more options to express their feelings instead of simply liking a post. Yet this feature is hardly being used.
In addition to a brand-new logo, Instagram has rolled out updates to its ad products, video features, and news feed algorithm. In this article, you’ll discover how the most recent Instagram changes can affect your marketing.
15
5 Instagram Changes: What Marketers Need to Know
Source: http://goo.gl/eCRPqV
«VKontakte» has updated retargeting
Source: http://goo.gl/jHLupL
One of the major Russian social network , VKontakte (VK) announced upcoming update of their advertising product - retargeting platform.
Understanding number of Instagram users and its dynamics of growth in UA, it’s time to focus on Instagram content strategy. The key to success on Instagram is finding new and interesting ways to connect with audience taking into account network’s changes. Now we need not only create a good content and contests, but boost reach & engagement turning content to Instagram ads as ultimate term.
Maryna Grygorenko, Digital Director ZenithOptimedia Ukraine
The Ukrainian Internet Association has launched new rating project «TOP-100 media recourses of Ukrainian networks» and has presented first rating (May 2016).
16
Top-100 Most Popular News Websites in Ukraine
Source: http://goo.gl/TB3t8d
On The Yacm2016 conference Yandex team has announced new advertisement service «Yandex. Audiences». This service allows developers creating, targeting and analyzing audiences for more effective advertising impressions and companies targeting.
«Yandex» has launched service for marketer «Yandex. Audiences »
Source: http://goo.gl/QaxVIr
13,9
11,0
10,0
6,3
5,8
5,6
5,3
5,1
4,6
4,4
Fozzy Group
Epicenter
Sport Life
Lifecell
Privatbank
Samsung
Vodafone
Riel
K.A.N.Development
Allo
56%
12%
5%
37%
6%
167%
-14%
-21%
-20%
-23%
TOP Categories
120,6
74,7
52,2
37,1
25,2
20,3
15,6
15,3
13,6
11,4
Trade
Realty
Entertainment
Auto
Telecom
Finance
Sport
Restaurants
Medicine
Tourism
11%
41%
26%
48%
10%
12%
27%
56%
-1%
-6%
18
TOP Advertisers &
Source: Communication Alliance-OOH, Budget, Mln UAH. Data is processed by “CCM” Subsidiary
Enterprise
2016 vs 2015 2016 vs 2015
Tourism category increased thanks to Anex Tour activity growth
Small advertisers and Dobrobut medicine center were the leaders by growth in Medicine category.
PSA Peugeot Citroen activity decrease didn’t stop Auto category rise
• Mitsubishi Motors was the main reason of Auto category increase vs prev. month
19
«Prime Group» - an active participant in the modernization of the external appearance of Kiev
Source: http://goo.gl/Lv3p5c
The standardization of terms in the outdoor advertising in Ukraine
«Prime Group» continues the policy of social responsibility and innovative business development, the modernization of advertising structures in Kiev on the Mechnikovа street and Klovsky descent.
Source: http://goo.gl/SJ3xFv
As part of the work standardization (ICOA), committee has submitted to market participants for discussion and supplement the list of key terms and concepts in outdoor advertising, briefly explaining the meaning of key concepts of ooh media. Content includes 48 terms, constituting 8 sections with detailed explanation and illustrative examples, as well as a list of key abbreviations and acronyms, taken in outdoor advertising.
20
BBDO Ukraine released a continuation of TM «Karpatska Dzherelna»
Source: http://goo.gl/XaTzOy
Source:http://goo.gl/HiiSXY
RTM-Ukraine - exclusive advertising operator of the international airport « Kiev Juliani»
Heroes streets: Pepsi in Ukraine has picked up the trend of street art
Sourcе:http://goo.gl/ZEKHv1
Expocenter of Ukraine (ENEA) has launched a new brand
Source:http://goo.gl/fPKcin
21
Restaurant placed an edible billboard
Source::http://goo.gl/oElxuY
«Photo on iPhone»: Global Outdoor Campaign Apple showed the world in color
Source:http://goo.gl/6wfTWw
The image of fish on a poster Dubai Barracuda Restaurant was created from an edible glue, ink and paper, made from fresh fish and safe for the gulls, which were the main visitors of the restaurant.
McDonald's has united the country in Outdoor campaign for Euro 2016 BETC Paris and brand share messages of peace and unity in a series of out-of-home advertising, just to unite the country.
Source:http://goo.gl/d7TqVY
TBWA \ Media Arts Lab back with billboards «Shot on iPhone», but this time focusing on the color - saturated red, yellow, blue and orange. All photos were manually selected for various out-of-home locations worldwide.
German brand pharmaceutical Boehringer Ingelheim has decided to create an unusual outdoor advertising.
22
http://goo.gl/Kn5aNU http://goo.gl/bZf9gs
http://goo.gl/XlKJ9a
http://goo.gl/jU8n5D http://goo.gl/QL59Qf http://goo.gl/PxPWIx
http://goo.gl/9Q8TUK
http://goo.gl/LFkI4u http://goo.gl/dYJvrJ http://goo.gl/cicdbA
http://goo.gl/gL1TDa
Mercedes incorporated a hologram billboard.
Instagram uses in its advertising campaign in France, outdoor advertising.
German beer brand Bergedorfer Beer wanted to visualize your slogan: "cook with love“.
Outfront is flooding the Grand Rapids market with these billboards. Must be an attention getting start to a campaign.
Series posters IKEA in Saudi Arabia simply and clearly conveyed the availability of products, which is available on the Swedish manufacturer.
ADWEEK ran a terrific article on the history of Chick-fil-A’s very successful “Eat nor Chickin” campaign.
http://goo.gl/Ax5sKU
Billboard design tips come from the JCDecaux’s Creative Guidelines.
Reebok has transformed bus stops in simulators.
Marilyn Monroe «scolds» passers-by advertising «Snickers».
Outdoor advertising design firm Out of Home Creative recently launched their OOH Blog with a focus on design and creative.
Outfront 3D billboard warns against texting and driving.
13,9
7,8
5,1
5,1
5,0
3,7
3,4
3,1
2,7
2,6
L'Oreal
Seldiko
Olaynfarm
Hexagone
ChaneL
Fitobiotehnologii
UkrainianNational Lotery
Procter&Gamble
Burda
Pandora
57%
10%
176%
63%
245%
395%
244%
-55%
-37%
TOP Categories
43,6
38,8
38,5
34,3
18,7
17,8
11,6
10,1
10,1
7,2
Trade
Cosmetics
Entertainment
Pharma
Wear
Auto
Perfumes
Jewellery
Finance
Alcohol
39%
27%
75%
75%
29%
7%
-5%
-9%
-8%
-35%
2016 vs 2015 2016 vs 2015
TOP Advertisers &
24 Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
Trade category decrease was caused by www.zacaz24.com activity drop vs 2015 while Marks&Spencer shortened its activity vs prev. month
Pandora activity growth led to Jewellery category increase
Cognac products were the main reason of Alcohol category decrease
Fitobiotehnologii increased activity in Hygiene category both vs prev. month and vs prev. year
25
ELLE and Intercontinental Summer Party Date: June, 15th, 2016.
Number of people: 400 guests
Guests: advertisers, celebrities, partners, press.
Luxury place: InterContinental Hotel, Comme il Faut Restaurant with after party in B-Hush Bar
Harper̀ s Bazaar beauty brunches Special brunch is event for readers. Beauty Editor and professionals tell and show how to care about skin and hare in specific period. Format of the event is friendly talking, master-classes, photo sessions, deserts and drinks.
June, 7th, 2016
Place: Moet Terrassa, Arena Place
Beauty Partners:
YSL beauty Brand informed our readers about Summer trends in Make-up, Kenzo – about skin care and GBar did hairdoes.
Jewelry Partner was – FREY WILLE
26
13,8
12,3
8,5
8,1
5,5
5,1
5,1
5,1
4,6
3,9
Natur Produkt
NAT
Victor & Co
Get'man
Zolotiy vik
Megapolis
Poltava Distillery
Russkoe radio
MobilLuck
UkrainianNational Lotery
7%
31%
51%
67%
815%
100%
TOP Categories
41,5
40,3
26,6
22,6
15,9
15,7
9,3
7,0
6,9
6,7
Alcohol
Entertainment
Trade
Pharma
Auto
Food
Realty
Education
Jewellery
Finance
156%
85%
110%
107%
50%
44%
54%
103%
TOP Advertisers &
Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
2016 vs 2015 2016 vs 2015
NAT was the main reason of Alcohol category fall vs prev. month while Get’man was the main reason of category increase vs 2015
MobilLuck increased activity in Trade category in 2016
Djordan Belfort declined activity in Education category vs prev. month. Nevertheless, advertiser grew its activity vs prev. year
The broadcasting started on the 1st of July. Currently, regional radio can be listened on the frequency 67.34 MHz and on the Online Channel “Do TeBe"
Radio "Voice of Donbass" started broadcasting in the south of Donetsk Region
Optimistic forecasts, claimed by the market at the end of last year about radio are justified, and radio investments dynamicsis quite positive (+ 123% compared to the same period last year)
27
Radio Expert: Ukrainian radio shows steady growth
Source: http://goo.gl/ECrPuK
Source: http://goo.gl/TcU6Pq
Hit FM radio station and Elle magazine were the leaders by advertising investments in the 1st quarter of 2016
How much was earned on the radio and press advertising in the I quarter?
Source: http://goo.gl/GUPaed
Sustainable leadership is the ultimate goal for Zenith and 2016 media ranking proves it. The major prerequisites of it are 1) superior quality of our products, 2) digitalization, 3) innovations and 4) talents. What drive us and motivate to higher results are our Partners and our strong commitment to value-oriented approach of building brands together.
Denis Storozhuk, Managing Director ZenithOptimedia Ukraine
Ukrainian Advertising Coalition presents media rating 2015. ZenithOptimedia holds 3rd position among media agencies. In the ranking of international advertising holding companies, represented in Ukraine, the leader is Dentsu Aegis Network (DAN). Publicis Groupe leads the list of media groups in Ukraine.
29
Media agencies and media groups 2015 ranking
Source: http://goo.gl/2prgGK
30
The share of sales through mobile devices has significantly increased in Ukraine According to LeBoutique the share of sales through mobile devices grew by 44% vs prev. year and it will be not less than 25% at the end of this year.
http://goo.gl/Kiyd8V
http://goo.gl/lqQUhg
http://goo.gl/PGwoZR
http://goo.gl/CDt0qK
Anna Shahdinaryan about media audience changes Comments about TV and other media audience, economic and demography factors, trends and forecasts.
Over the last two years 76% of Ukrainians became poorer According to the data of sociological research, 48% of Ukrainians claimed significantly decrease of welfare level , 28% claimed light decrease of well-being over the past two years.
Nielsen: why and what for do consumers go to the shop? Latest consumer research by Nielsen Retailer growth strategies showed how the retailer meets the needs of the consumer and which goods attributes the are important for the consumer.
According to "The forecast of consumption of media by Zenith“, time spent on mobile internet usage will increase this year by 27.7%, and this, will lead to consumption of whole media increas by 1.4%. The consumption of other media, including desktop internet, will decrease by 3.4%.
31
ZenithOptimedia: Mobile Internet grows, other media figures fall
Source: http://goo.gl/hUSWm5
Forecasts for the global media market from Zenith
Source: http://goo.gl/fxbho0
Zenith predicts that in 2016 global advertising market will grow by 4.1% to 537 billion US dollars. This is 0.5% less than we had forecast in March. Adjustment of the forecast was caused, first of all, by the devaluation of the Argentine peso.
32
Digital advertising market will double by 2020: Juniper Research Revenues from digital advertising will reach $285 billion by 2020, according to MediaMedia online journal with reference to the results of the study Worldwide Digital Advertising : 2016-2020 by Juniper Research.
http://goo.gl/7UemP4
http://goo.gl/UXOZlv
http://goo.gl/LFRPz2
http://goo.gl/X4qiu8
Digital advertising for the first time overtaken television by budgets in Europe Online segment investments exceed TV budgets for the first time in Europe last year . These data are presented by IAB Europe AdEx Benchmark report
Mobile video advertising will show unprecedented growth over the next 5 years The number of mobile video users will reach 2 billion people by the end of 2022 according to "Global outlook for mobile video: 2010-2021" by Strategy Analytics
Digital advertising will overtake TV by income in 2017. According to PwC's annual forecast media and entertainment spending will reach $ 720 billion by 2020 compared to $ 603 billion in 2015
33
People spend on the mobile Internet 86 minutes a day The amount of time that people around the world spend on the mobile Internet will increase by the end of this year to 27.7% of the total time on the Internet, according to the online magazine MediaMedia
http://goo.gl/3bny2P
http://goo.gl/QSMj48
http://goo.gl/PMD0Yl
http://goo.gl/cqXnRZ
Nielsen figured out what the best media for advertising is According to Nielsen Catalina Solutions study (NCS), magazines provide advertisers with the highest level of return of advertising money (ROAS)
77% of teenagers do not imagine their life without a smartphone, even in summer According to Kaspersky Lab *, 73% of people 14-16 years old can not imagine their life without a smartphone and 49% can not do without social networks.
Most of millenials’ purchases are made on the Internet: UPS The number of online purchases worldwide increased, claim analysts. This is mainly thanks to millenials according to Reed Network magazine.
34 * Click on the image works as direct link to the Source
Target
Media
Tools
Decision
Period
Summary
&
Results
36
Lancome Energie De Vie
To attract/inspire multitask young urban women, so she felt that LANCOME understands and helps her to be beautiful and trendy Target
Facebook/Instagram/YouTube/Beauty & Lifestyle sites Media
Period of action June’16 Period
Through integration of media insertions in Display & VOD Ad, YouTube video Ad, Facebook & Instagram video Ad, Brand Lancome invites to own platform http://madeofenergy.lancome.ua/ where users can share their energizes, using their social networks and #madeofenergy.
Beauty and informative content about the energy components of the new
Lancome product, which help young urban women to be on top during the day. Drive key message ‘Show the world WHAT ARE YOU CREATED’
Clicks: 8 532 Impressions: 3 921 439
Total Views 380 693
Period Jun’16