Media Market Digest Feb'17
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Transcript of Media Market Digest Feb'17
Media Market Digest February 2017
Major Facebook video update brings autoplay sound, picture-in-picture, and more
Chatbots: Hype or the real deal?
2
Feb-Jan’2017 in term
of WTRP’s vs Feb-
Jan’2016
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 up to 81% In Feb’2017
The highest rate in February since
2011
Feb’17 vs Jan’17
Show ”Golos krainy-7” has passed
RECORD with program share for
audience 18-54 (50thd+)
amounted to 22,3%
in WTRP’s
-11%
Confectionery category showed a seasonal growth. But category Food showed seasonal recessional.
Mondelez grew its activity in Confectionary category in Feb’2017 vs Jan’ 2017.
The category Telecom is characterized by activity decrease tendency.
Growth of Detergent category in Feb was caused by activity of Procter & Gamble.
This Advertiser distribute activity in its 4 categories.
89,7
22,4
20,3
12,3
10,7
9,8
9,8
8,0
8,1
5,7
Drugs
Cosmetics
Food
Trade
Telecom
Confectionery
Hygiene
Hot Beverages
Entertainment
Detergent
1%
17%
40%
20%
45%
19%
39%
-23%
-8%
-15%
4 Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000WTRPs. Data owner is ITC.
Processed by “CCM” Subsidiary Enterprise
13%
64%
7%
30%
-14%
-18%
-25%
-15%
-9%
-10%
TOP Categories 2017 vs 2016 Feb’17 vs Jan’17
12,9
11,2
9,5
6,9
6,7
5,0
5,0
4,8
4,7
4,6
Nestle
Pharmak
Procter&Gamble
GlaxoSmithKline
L'Oreal
Reckitt Benckiser
Sanofi
Arterium
Vodafone
Unilever
30%
24%
16%
26%
36%
-2%
-13%
-25%
-1%
-6%
5 Source: GFK/Nielsen, Direct Advertising, excl. Social & Media, TA: 18-50 50k+. ‘000WTRPs. Data owner is ITC.
Processed by “CCM” Subsidiary Enterprise
18%
22%
12%
109%
-14%
-34%
-12%
-66%
-20%
-45%
TOP Advertisers
L’Oreal increased in hair care and skin care sub-group.
Unilever decreased activity in 4 categories – Cosmetics, Detergent, Hot Hygiene and Beverages.
Top Drugs Advertisers decreased activity due to the end of the flue season.
GlaxoSmithKline actively rise led to the top list.
2017 vs 2016 Feb’17 vs Jan’17
Source: http://goo.gl/CwAhhM
Demand for TV commercial exceeded the similar last year period by 9% in January. Ukrainian TV commercial market may grow by 35% according to the results of current year. Such forecast was done by StarLight Sales, subdivision of one of the largest media group StarLight. As was noted in the press release of media group, amount of brands, which advertised on TV, broke three-year record and reached 273 in January of this year.
Ukrainian TV commercial market is going to grow by 35% in 2017, - forecast
It's too early to make an annual forecast, market could go with two scenarios: hot or cold. Current markers (demand and sold-out) gives a signal that it will be hot scenario. In this case high demand will provoke to high competition for a limited ad resource and cost growth. Thus, advertisers have to make a choice: save all activities and invest more or change approach (invest only in locomotive brands, decrease period of activity, revise media split).
Maxim Pozhar, TV Buying Group Head Zenith Ukraine
Source: http://goo.gl/KQ3p2Z
Director of Channel's Broadcast Network Development Department, Andrew Malczewsky, is explaining the dangers of a sudden transition to digital broadcasting in Ukraine.
The 30th June 2017 – the date of analog TV disconnection, approved by Cabinet of Ministers. But «1+1» group announced last week, that after analog TV disconnection about 5 million of Ukrainian viewers can stay without TV.
«1+1» version: what is wrong with analog TV disconnection this year?
Source: http://goo.gl/DBHWNY
At the beginning of current year, there are 470 800 subscribers of satellite TV service in Ukraine . Data, which was published by The State Statistics Service, demonstrates the fivefold growth of such subscribers amount compared with the 1st April 2016, when there were 90 400 of them. Growth in IPTV sector looks even more impressive: amount of subscribers of such service grew from 16 600 to 540 900 during the same period.
There has been a significant growth of IPTV and satellite TV subscribers in Ukraine
Source: https://goo.gl/hQbCuY
According to the recent research data, which was undertaken by Nielsen, millennials spend on watching traditional TV programs approximately by 27% less time, than those aged over 35.
The report «Millennials on Millennials» states, that the youth at the age from 18 to 34 spend on watching traditional TV programs on average 66% of general time which they weekly spend in front of the screen watching video content. This index is equal to 89% for TV viewers at the age from 35 years and over.
Millennials spend on watching TV 66% of free time
Source: https://goo.gl/KRsVfA
The fourth episode of seventh season of vocal show «Golos krainy-7», which «1+1» channel showed on 12th of February, has passed with record-high index, the press service of the channel informed.
Program ratings for audience 18-54 (Ukraine) amounted to 8,2%, for 18-54 (50 ths+) – 7,9%, and share – 21,5% and 22,3% respectively.
The show gathered the highest share over the past two seasons of adult «Golos krainy» in audience 18-54 (Ukraine), and record share for all time of it’s broadcasting in audience 18-54 (50ths+). In general, all editions of show have entered TOP-10 of the most rating programs.
«1+1»: «Golos krainy-7» has broken record of TV viewing
10
11
49,6
44,2
42,5
29,5
29,1
28,5
28,1
23,1
20,3
20,0
Citrus
Beiersdorf AG
Kyivstar
Reckitt Benckiser
Mondelēz
L'Oreal Group
Nestle
Jacobs DouweEgberts
Unilever
Pepsico
115,4
64,1
60,6
57,7
54,2
51,7
48,5
43,3
28,5
23,9
Trade
Cosmetics
Hygiene
Telecommunications
Confectionary
Entertainment
Pharma
Culinary
Hot Beverages
Auto
Jan-Feb 2017
Source: Gemius Ad Real, MLN Impressions. Data is processed by “CCM” Subsidiary Enterprise
Jan –Feb 2017
TOP Categories TOP Advertisers & VOD
12
3 471
618
431
329
246
243
241
228
197
191
Rozetka
Citrus
Allo
Markason
LeBoutique
MakeUp
GEPUR Group
Yandex N. V.
Drive Sport
Lamoda
8 355
1 195
771
614
485
432
362
212
195
156
Trade
Enetrtainment
Finance
IT
Tourism
Media
Auto
Telecommunications
Real estate
Hygiene
Jan-Feb 2017
Source: Gemius Ad Real, MLN Impressions. Data is processed by “CCM” Subsidiary Enterprise
Jan-Feb 2017
TOP Categories TOP Advertisers & Display
While AdWords was the top-performing ad network on Android in the first half of 2016, there was a changing of the guard in the second half of the year as Facebook surged into the top spot on Android, bumping AdWords into the #2 position.
13
Facebook Overtakes AdWords on Android
Source: https://goo.gl/OQkVXQ
Media advertising market has increased by 38% in 2016.
Source: https://goo.gl/KJZzSV
Ukrainian Internet Association had finalized marketing research of digital advertising market.
Inside version 10.9 for Android and iOS devices, Instagram is ready to allow regular users, and not just paying advertisers, to bunch multiple photos and videos into a single post. Instagram launches the ability to share a mix of up to 10 photos or videos as a single carousel post that friends can swipe through.
14
Instagram Rolling Out Ability to Share Multiple Photos and Videos in Single
Post
Source: https://goo.gl/6Idtvc
Major Facebook video update brings autoplay sound, picture-in-picture,
and more
Source: https://goo.gl/XmSMzF
Facebook is announcing out a series of major updates to video on the social network today. Some of them welcome, others not so much. First the bad: Facebook will now begin to autoplay sound on videos, so prepare for a cacophony of noises as you simply try to catch up with your friends’ lives.
Customers will recognize order information inside Social Media. “Order status” support CRM internet-shop integration.
15
Vkontakte launched order status option for internet-shops
Source: https://goo.gl/eqM5TN
Chatbots: Hype or the real deal?
Source: https://goo.gl/9DKJvX
Are you considering implementing chatbot technology for your business? Columnist Matt Silk explains when this technology might be appropriate and whether or not you should buy into the hype.
16
7,1
4,6
3,4
3,3
3,1
3,0
3,0
2,9
2,7
2,6
Sport Life
Fozzy Group
Riel
Metro
Foxtrot
Ukrbud
Toyota
Privatbank
K.A.N.Development
Vodafone
61%
20%
116%
183%
173%
100%
170%
40%
78%
90%
57,4
43,5
20,7
18,1
9,7
9,7
8,6
7,7
7,5
4,8
Trade
Realty
Entertainment
Auto
Telecom
Sport
Finance
Restaurants
Medicine
IT
72%
110%
37%
71%
44%
93%
50%
68%
95%
146%
The growth trend of Trade continues driven by big advertisers Fozzy Group, Metro and Foxtrot.
Sport thanks to The Hockey Federation of Ukraine witch support the IIHF hockey world championship.
Activity decreased slightly in category Restaurants in Feb due to McDonalds decrease.
17 Source: Communication Alliance-OOH, Budget, Mln UAH. Data is processed by “CCM” Subsidiary
Enterprise
TOP Categories 2017 vs 2016 2017 vs 2016 TOP Advertisers &
OOH market grew by 69% vs 2016
18
Kiev will be cleaned from advertising to the Eurovision Song Contest
The main locations on which the Eurovision Song Contest 2017 will be held will be completely cleared of advertising. They will even remove legitimate designs, with the forces of their owners.
Source: https://goo.gl/dkNWup
Citizens dissatisfied with the manner of presentation of advertising products. The petition to ban outdoor advertising on facades of buildings in the city center has appeared on the website of the city administration. The document is banning "outdoor advertising" on the facades of homes signed only a few dozen people. If the petition will score 5,000 votes for the three months - the city administration will consider them.
Kharkiv residents are asked to ban outdoor advertising
Source: https://goo.gl/qrAvjT
The dating game sure is tough to maintain. Zurich-based dating app Blinq has been acquired by a Swiss outdoor advertising firm, APG|SGA, with the latter coveting the team’s experience in rolling out beacon networks for a new division that will be developing interactive ads to work in conjunction with the Bluetooth comms tech.
19
Outdoor ad firm buys Swiss dating app Blinq to power beacon push
Source: https://goo.gl/yXPgW8
Exterion Media France combines OOH with mobile technology - launching ‘Exterion Media Display’ in partnership with Dr Banner Exterion Media France has recently partnered with Dr Banner - a multichannel programmatic platform - to create Exterion Media Display. The partnership uses technology that combines Out-of-Home with mobile display ads, enabling advertisers to reach consumers at multiple touchpoints throughout the day.
Source: https://goo.gl/Wiyu6n
Kinetic has launched KineticX, the world’s first start-up incubator focused on location advertising technologies in the Out of Home space. The programme will actively shape how brands will connect with audiences on the move well into the future while offering brands innovative solutions and providing early-stage businesses access to Kinetic’s broad client base. KineticX will work solely with early to mid-stage start-ups whose products and services complement the rapidly developing OOH environment.
20
Kinetic Launches KineticX
Source: https://goo.gl/7Pnzrn
Increasing Digital Out-of-Home Volume
In 2016, the number of digital screens of different sizes. Digital outdoor advertising does not just copy everything that was on a static poster. Modern technologies allow the use of data streams to optimize content in real time: content from social networks, user content, traffic data, weather, sports match scores, train schedules, etc.
Source: https://goo.gl/EuakHE
21
2,3
1,7
1,2
1,1
1,1
1,0
1,0
1,0
1,0
0,9
L'Oreal
Seldiko
Philips
Hexagone
Fitobiotehnologii
Samsung
Edipress Ukraina
ValentinYudashkin
ChaneL
Russkaya Liniya
1%
124%
196%
57%
108%
100%
263%
100%
100%
-2%
9,9
8,7
8,6
6,6
2,4
2,1
2,0
1,8
1,7
1,3
Cosmetics
Entertainment
Trade
Drugs
Auto
Wear
Jewellery
HomeAppliance
Restaurants
Medicine
82%
23%
341%
32%
3%
-2%
-1%
-10%
-14%
-9%
The category Trade grew
thanks to increase in the activity of such advertisers Seldico, Edipress Ukraina and Chanel to the same period in 2016.
The new player Valentin Yudashkin immediately enters the top and influenced the categories Cosmetics and Wear.
After 2 years absence Russkaya Liniya get up into the top.
Hexagone began to support his brand in the category Wear
22 Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
TOP Categories 2017 vs 2016 2017 vs 2016 TOP Advertisers &
Print market grew by 6% vs 2016
23
3,5
2,6
2,3
2,3
2,3
1,3
1,1
1,1
1,0
0,9
Natur Produkt
Zolotiy vik
Victor & Co
BayaderaLogistik
Get'man
Poltava Distillery
Megapolis
PawnshopKapital / Partner
Ukrpaletsistem
Gidrosend
127%
19%
25%
35%
3%
148%
219%
81%
-9%
-25%
9,2
7,9
6,5
4,9
4,7
3,9
2,4
2,0
1,7
1,5
Alcohol
Entertainment
Trade
Auto
Drugs
Food
Jewellery
Realty
Restaurants
Finance
2%
34%
130%
40%
40%
72%
34%
-17%
-24%
-4%
Advertiser Gidrosend increased his activity in Trade and entered in the top.
Pownshop Kapital increase activity in category Finance vs period 2016 & took 71% share
Category Jewellery increased vs period 2016 thanks to Zolotiy vik supports of its brand
Top Advertisers in category Alcohol decreased activity in February
Source: Communication Alliance, Budget, Mln UAH. Data is processed by “CCM” Subsidiary Enterprise
TOP Categories 2017 vs 2016 2017 vs 2016 TOP Advertisers &
Radio market grew by 13% vs 2016
On February 15, a new channel of modern Ukrainian music ZEMLYA started its work. The channel is open in the framework of Old Fashioned Radio.
24
Began to work a new music radio channel ZEMLYA
Source: https://goo.gl/pXMpH1
In Ukraine sounded Radio MAXIMUM
As a result of the rebranding of Radio 24 appeared a new radio station Maximum. Sounded in Ukraine on March 10.
Source: https://goo.gl/X7Q0xw
25
26
Publicis One in Ukraine announces the launch of
creative agency Publicis Ukraine The agency to be headed by Ivanna Skulska Lowe.
Her 15 years of experience in the advertising industry and a wide pool of customers will allow to provide a competitive advantage to customers Publicis Ukraine in the short term through a more effective implementation of existing capacity, optimization, integrity and innovative approaches.
Source: https://goo.gl/8lxaz3
Marketing without a market and big data for used cars
27
The two-day program of the festival will include the conference "Best Marketing Practices" with the most up to date topics in the field of marketing and digital communications, the WOW DONE AWARDS 2017 Awards Ceremony and the evening program. Will be held March 24-25 in Lviv.
International Festival of Marketing and Digital Communications
Source: https://goo.gl/sEDZGr
Head of Internet marketing eTachki Denis Mamonov says that the big data can not help, if do not ask the question what hurts customer in time .
Source: https://goo.gl/28KBWo
The rapid development of the mobile Internet and the growing number of devices with permanent online access (smart phones and tablets) affect the digitalization of advertising money.
28
Media advertising on the Internet:
2016 results
The past year has become a year of active growth for the entire advertising and communication market in Ukraine, and media advertising on the Internet has not become an exception. In this segment, to the general growth of advertising activity, the trend of new advertisers transition to the Internet is added.
Source: https://goo.gl/gy82NS
Mobile advertising in Ukraine: results of
2016
The past year is predictably the year of intensive development of the mobile advertising market in Ukraine. Thanks to the rapid growth of the audience - the number of 3G users exceeded the mark of 10 million in 2016 - advertisers turned their attention to the mobile channel.
What to expect from the mobile advertising market in 2017
Source: https://goo.gl/hPIY0Z
Source: https://goo.gl/yHbCGt
The most influential fashion brands are named
29
The European market for consumer goods is growing at a fast pace throughout the year
In this month's Consumer Trends column, Ben Cooper talks to Nigel Hollis, chief global analyst at Kantar Millward Brown, and considers the degree that growing support for nationalist and anti-globalist politics could affect the consumer appeal for international and imported brands, to the benefit of local products.
How rising nationalism may challenge the supremacy of global brands - Consumer Trends
Source: https://goo.gl/CBhabR
Sports giant Nike is again named the most expensive brand of clothing according to Brand Finance. The success of the brand is explained by its "constant innovations and a number of products to meet the needs of different consumers."
Source: https://goo.gl/W3Gp8i
The growth in consumer spending in Europe on everyday goods, such as food, beverages and toiletries, has reached its highest level for the year - according to a study by Nielsen Growth Reporter.
Source: https://goo.gl/P9wV6a
Last week, YouTube called an amazing figure - viewers watch a billion hours a day on the platform. On Facebook, for example, users consume 100 million hours of video content per.
The mobile marketing agency Ansible in the MDEX study ranked the most "mobily adapted" global brands. The top three are Facebook, Amazon, 7-Eleven.
Smaato, one of the world's largest platforms for mobile applications monetization by placing ads in them, summed up the results for the third quarter of 2016 and outlined the main trends in the development of mobile advertising
30
Global trends in mobile advertising
Source: https://goo.gl/AwGP7t
The best brands in the mobile space
Source: https://goo.gl/5m6Nym
Infographics: mobile trends in YouTube consumption.
Source: https://goo.gl/4IBW1r
The production of food is perhaps the oldest of the existing markets. The more interesting it is to record the changes on it.
Where the advertising industry is heading: Madison
Avenue legend forecasts
31
The confidence of the Ukrainian and European consumers
at the end of 2016 stabilized, but remains weak
In which direction buyers' preferences are moving
Source: https://goo.gl/LJOLpZ
Three predictions from ex-CEO DDB Worldwide Keith Reinhard
Source: https://goo.gl/lrl9y3
The Nielsen Global Consumer Confidence and Spending Intentions Survey was conducted from October 31 to November 18, 2016. More than 30 thousand consumers were questioned.
Source: https://goo.gl/p5YxGb
32 * Click on the image works as direct link to the Source
33
Thank You!