The Ukrainian media Internet advertising market expands by 39.9% in 2018, to UAH 3.511 billion, the Ukrainian Internet Association (UIA) has said.
The share of direct sales on this market over the period came to 56%. The segments of media Internet advertising are the following: banner advertising with 37% of the market share (a decline by 12.6 percentage points (p.p.) on 2017), in-stream video (pre-roll, mid-roll, post-roll, pause-roll, overlay-advertisement, picture-in-pause) was – 42% (growth of 15.8 p.p.), in-page video advertising (content-roll) – 9% (a rise by 6.8 p.p.), other non-standard solutions (pop-up and pop-up pop-ups, catfish and screen-glide formats, synchronous banners, frontlines, full-screen advertising, sound advertisement in a digital audio stream and other types) – 7% (a decline by 5 p.p.) and sponsorship – 5% (a fall by 4.8 p.p.).
The share of mobile media Internet advertising (targeted at mobile device users) of the total turnover of media Internet advertising was the following: 30% for banner advertising (a rise by 16 p.p.), 29% for in-stream video (a rise by 18 p.p.), 14% for in-page video (content-roll, a rise by 8.5 p.p.), 14% – for non-standard solutions (growth by 10.5 p.p.) and 13% for sponsorship (a rise by 12 p.p.).
The share of Programmatic (automated advertising) was 25.91% for purchases by agencies and 50.35% for platforms.
The share of social media and instant messengers (FB, Instagram, Twitter, YouTube, Skype, Viber and other applications) was also determined in advertising – 34.45% (a rise by 8 p.p.).
The methodology for measuring the volume of media Internet advertising was based on a cross-sectional analysis of survey data from the largest advertising agencies, websites and sales houses.
“The survey involved leading online advertising agencies: Dentsu Aegis Network Ukraine, razom communications, Sigma, ITCG, Havas Digital, Publicis One, TMGU, AdWork, DIEVO, MediaHead, Netpeak, newage, and representatives of the largest sites, holdings and sales-houses: Autocentre, Edipress, Lux (24 channel), RBC, RIA, Ukr.net, UMH, Go2Net, FISH, Adpartner, Rontar, Online.ua, Novoye Vremia, RST and Obozrevatel,” the association said.
PJSC Ukrtelecom continued expanding the geography of Internet coverage in 2018 and connected almost 60 Ukrainian towns and villages to the Internet, according to the operator’s website.
“In 2018, access to the World Wide Web became available to residents of almost 60 other settlements. Of them, broadband access services based on GPON [Gigabit Passive Optical Network] technology became available in 44 settlements whose residents can use high-speed Internet services,” the operator said.
In 151 towns and urban-type settlements, Ukrtelecom subscribers who used ADSL technology were offered to connect to an optical network using FTTB technology.
Now the operator provides Internet access in almost 2,260 cities, towns and villages in Ukraine.
As was reported, Ukrtelecom in January-September 2018 posted about UAH 449 million in net profit, which was 29.62% down on the same period of 2017 (UAH 638 million).
Ukrtelecom is Ukraine’s largest fixed-line operator. It is the only founder and participant of LLC 3Mob, a 3G / UMTS mobile operator.
Facebook.com in April 2018 became the only social network that entered the top ten Internet resources in Ukraine in terms of popularity, according to the Kantar TNS CMeter research conducted by Kantar TNS. According to a press release posted on Kantar TNS’ website, Facebook.com ranks third with an audience reach of 65.38%. The leaders are Google.com with a coverage of 98.18% and Youtube.com with 80.1%.
At the same time, Russian Internet services and social networks, banned in the spring of 2017 in Ukraine, have enough percentage to hit the top 25 popular websites: Vk.com (29.98%) ranks 11th, Yandex.ua (22.89%) ranks 13th, Mail.ru (20.74%) ranks 14th, and Odnoklassniki.ru (15.86%) ranks 23rd.
The CMeter study unties data from three sources: site-centric counters integrated into the websites. At the moment, about 250 websites are studied, of which about 30 with video fixation. Frame-centric counters are installed not on the website, but in the frame of the banner network. At the moment, these counters are used at more than 2,500 websites. The user-centric panel covers about 5,000 respondents daily, along with the standard indicators (hits, coverage, socio-demographic, etc. indicators for all the sites contacted by the respondent), it also records the panelists’ contact with the content.
Data from all the sources are combined in real time, which guarantees no data loss.