Newage agency. conducts Internet research in Ukraine every year. We review the degree of spread of technologies, popular sites and applications and describe trends in Ukrainian advertising. This year, we also collected data and analyzed how Ukraine looks in the digital landscape of Europe. But in 2022, the situation changed, so the impact of the war on Ukrainians, from the point of view of their actions in the digital world, was added to our standard questions. Detailed description of the study: https://newage.agency/blog/newage-2022-research-digital-trends-in-ukraine-and-the-impact-of-the-russian-invasion/ Write to the authors: info@newage.agency https://www.linkedin.com/company/newage-agency/ https://www.facebook.com/agency.newage

1. DIGITAL 2022
NEW REALITY

2. AGENDA
2022: NEW REALITY
● HOW THE AUDIENCE STRUCTURE HAS CHANGED AFTER FEBRUARY 24
● DIGITAL-CONSUMPTION DURING THE WAR
● THE INFLUENCE OF THE WAR ON BUYER BEHAVIOR
DIGITAL 2022/2021
● DIGITAL LANDSCAPE: THE WORLD AND UKRAINE
● VIDEO IN UKRAINE: HOW MUCH CONTENT WE WATCH
● AD FORMATS OVERVIEW
ЕЦЬ

3. CREDITS
DIANA DRANOVSKA
PROJECT MANAGER
LYUDMYLA BILIAVSKA
TRAFFIC MANAGER
MAXIM SHAPAREV
TRAFFIC MANAGER
OLEKSANDR ROLSKYI
CEO
MAXIM TERESHCHENKO
HEAD OF STRATEGY
AND MEDIAPLANING

4. Particular Gratitude
UKRAINE
We are very grateful to the
representative office of Kantar
Ukraine

5. BEFORE ANSWERING DIGITAL QUESTIONS,
LET’S TRY TO ANSWER THE MAIN QUESTIONS
FOR UKRAINE
HOW DOES THE UKRAINIAN
AUDIENCE BEHAVE IN
GENERAL?
HOW BIG IS THE AUDIENCE
NOW?
WHAT ABOUT THE
RELOCATION?

6. THE SITUATION BEFORE THE FULL-SCALE INVASION
POPULATION
(age 14-70, without the occupied
territories of
Donetsk&Lugansk/Crimea)
INTERNET
USERS
28,7 mln 24,5 mln
Source: Data of Kantar CMeter, Statistical Committee of Ukraine, data from Google Ads and Facebook planners, without occupied territories of
Donetsk&Lugansk and AR Crimea
THE INTERNET
REACH
86%

7. THE KEY FACTORS INFLUENCING THE AUDIENCE
Internally-displaced
persons
Emigration Occupation

8. 8,0 mln
internally-displaced
persons
By newage. assessment, this number is bigger
by at least 15-30%, because most men didn’t
register at city administration centers
Source: Data of reintegration ministry, May 11, 2022

9. Emigrated 8,0 mln
Came back 2,8 mln
Beyond Ukrainian borders 5,0 mln
Source: Слово і діло June 16, 2022
By UN data:

10. 20 000 - 50 000
50 000 - 200 000
200 000 - 100 000
1 000 000 та більше
Source: https://data.unhcr.org/en/situations/ukraine#, June 25, 2022

11. ~20%
occupied territories
~3,6 mln
people occupied
Source: newage. assessment, based on data for
IDPs, occupied regions’ population before the full-
scale invasion and data from open sources

12. THE KEY FACTORS INFLUENCING THE AUDIENCE
Internally-displaced
persons
7,7 mln
Emigration Occupation
~3,6 mln
5 mln

13. Source: Data of Kantar CMeter, Statistical Committee of Ukraine, without occupied territories of
Donetsk&Lugansk and AR Crimea, newage. assessment
POPULATION
(age 14-70, without occupied
territories of
Donetsk&Lugansk/Crimea)
INTERNET
USERS
28,7 mln 24,5 mln
~22,1 mln ~19,0 mln
BEFORE 24.02
NOW

14. KEEP
STRONG
SUPPORT
ARMY
DO
BUSINESS

15. DIGITAL-CONSUMPTION
DURING THE WAR

16. -1%
4%
7%
6%
> 50%
13%
>73%
-29%
-5%
13%
IN MARCH, WE BEGAN READING SIGNIFICANTLY MORE NEWS
93%
73%
53%
51%
38%
38%
32%
28%
28%
28%
Reach, %
28%
27%
25%
25%
25%
24%
24%
23%
21%
20%
Reach, %
1%
3%
-49%
>34%
>30%
-38%
-16%
>25%
>14%
>9%
Source: Data of Kantar CMeter, comparison of January and March 2022
March compared to January

17. WE STARTED USING SMARTPHONES SIGNIFICANTLY (!) MORE
Source: Ranking Gemius
+15%
-46%
Since March, usage of mobile phones has increased by 15%. Desktop usage has significantly decreased.

18. Source: Kantar Ukraine, Cmeter, mobile, December 2021, March 2022 Android apps
APP: THE BIGGEST INCREASE FOR DIIA, MONOBANK, AND
GOOGLE PAY
TOP 5 CHANGES
2022 to 2021
Google Pay
Diia
Monobank
Nova Poshta
TikTok
20%
13%
12%
9%
7%
APP ОХВАТ % ИЗМЕНЕНИЯ
1 Chrome 99% ---
2 Gmail 99% ---
3 YouTube 98% 2%
4 Viber 98% ---
5 Facebook 96% 1%
6 Google Maps 94% ---
7 Telegram 93% 4%
8 Diia 84% 13%
9 Instagram 80% 1%
10 Privat24 80% 4%
TOP 20 APPS IN 2022
2022 compared to 2021
APP ОХВАТ % ИЗМЕНЕНИЯ
11 Messenger 75% 1%
12 VpnDialogs 71% new
13 Google Pay 64% 20%
14 Nova Poshta 60% 9%
15 Monobank 54% 12%
16 OLX 53% 2%
17 TikTok 48% 7%
18 Мy Kyivstar 47% ---
19 WhatsApp 47% ---
20 YT Music 45% new

19. Source: GoogІe Trends,2022
OUR GOOGLE SEARCHES THESE MONTHS
FEBRUARY END APRIL MAY
March JUNE
the snake island
ukraine russia negotiation
negotiation
gostomel
il 76
cnornobayivka
when will the war end
arestovich
chornobayivka
stepan bandera
moscow cruiser
Easter congratulations
oksana marchenko
map of air raid sirens ukraine
air sirens map
mother’s day
eurovision 2022
eurovision 2022
eurovision 2022 final
kravchuk
ukraine wales
shatunov
yuriy shatunov
nations league
e-help

20. MARCH ⇒ MAY: LESS NEWS, MORE SHOPPING
Source: Data of Kantar CMeter, comparison of April 2022

21. WE SLOWLY GO BACK TO THE
ENTERTAINING CONTENT
Comparison of April to March
Source: MMR, digital advertising – to be or not to be: a habitual analysis of popular entertainment provider’s users, 18 May 2022
(-11%)
% users watching content
(+5%)
Serials
25% 42%
Sports News
Cartoons
31%
Movies
59%
(+50%)
Watching is gradually increasing came back to the pre-war
numbers
time spent decreased

22. THE INFLUENCE OF THE WAR
ON BUYER BEHAVIOR
WE'VE TAKEN DATA ON OUR CLIENTS OVER THE
LAST MONTHS TO ASSESS HOW KEY
INDICATORS HAVE CHANGED DURING THE WAR

23. HOW E-COMMERCE TRAFFIC HAS CHANGED
On average, traffic decreased by 13% in February compared to January. In March, it
decreased by 50% more. But, starting in April, traffic has been gradually increasing.
Source: newage. cumulative data, January 2022 – May 2022
CLIENT 1
CLIENT 2
CLIENT 3

24. HOW THE TRANSACTION AMOUNT HAS CHANGED
On average, transaction amount decreased by 22% in February compared to January. In
March, it decreased by 58% more. But, starting in April, it has been gradually increasing.
Source: newage. cumulative data, January 2022 — May 2022
CLIENT 1
CLIENT 2
CLIENT 3

25. DIGITAL LANDSCAPE
THE WORLD AND UKRAINE

26. INTERNET
SOCIAL MEDIA
SOCIAL MEDIA ON
MOBILES
4,9 bln
4,6 bln
4,6 bln
3%
10%
10%
Source: We are social, Global digital overview 2021, 2022; comparing 2022 with 2021
INTERNET USERS IN THE WORLD

27. 8%
Source: Statista 1; comparison 2021 with 2020 р
12
6
3
9
1
2
4
5
8
7
11
10
2 h 35 min 0 h 37 min 3%
MOBILE DESKTOP
TIME IN THE INTERNET. THE WORLD

28. Source: Internet World Stats; * — Ukraine, establishment survey 2021
INTERNET REACH. EUROPE
95%
96%
93%
92%
93%
88%
78%
86%
87%
96%
74%
SWEDEN
GERMANY
THE UK
SPAIN
ITALY
FRANCE
THE CZECH
REPUBLIC
LATVIA
UKRAINE*
POLAND
ROMANIA

29. Source: Kantar Ukraine, establishment survey 2021, age 12-70, without occupied territories of Donetsk&Lugansk and AR
Crimea
INTERNET REACH IN UKRAINE
86%
24,5mln of people
in Ukraine have been using the Internet until January
2022. This is similar to other East European countries.
8%

30. VIDEO IN UKRAINE:
HOW MUCH CONTENT
WE WATCH

31. Source: Wyzow l Video Marketing Statistics 2022
TIME SPENT ON WATCHING VIDEOS IN THE WORLD
14%
33%
20%
2 hours 43min
In one year video watching time per day
increased by 6% and it keeps increasing
annually.
6%
14%

32. Source: Social Media week 1, statista.com 2021
HOW MANY PEOPLE WATCH VIDEO
UKRAINE
WORLD 78%
62%
vs
83%
71%
2020 2021

33. Source: Kantar Ukraine, Cmeter, April 2022
VIDEO SITES POPULARITY RATING
youtube.com
COVERAGE
71%
Rezka.ag 17%
Filmix.ac 10%
Megogo.net 9%
novy.tv 7%
tiktok.com 15%
baskino.me 7%
Pornhub.com 10%
Kinogo.zone 9%
Кино-театр.ru 6%

34. SPENDING ON WATCHING LEGALLY
PURCHASE AMOUNT
3 105 140
(+ 1 501 985)
2 996 167
(+ 1 516 234)
1 192 164
(+ 519 170)
1 157 731
(+ 728 077)
1 015 719
(+ 634 732)
Source: monobank, May 2021/ June 2022
Amongst TOP-5 payments in “Movies” category, 3 places are taken by licensed online
movie theaters.
PURCHASE AMOUNT
MEGOGO 1 603 155
Multiplex 1 479 933
Планета Кiно 672 994
Sweet TV 429 654
Netflix 380 987
2022
2021
+94%
+102%
+77%
+169%
+167%

35. E-commerce electronic/
marketplaces
E-commerce delivery E-commerce entertainment
1 NTV STB Channel STB Channel
2 WATCHING. Russian serials NTV Novyi Channel
3 STB Channel A4 Serials ICTV
4 STS Novyi Channel Ukrainian Serials. Premiere
5 Novyi Channel STS WATCHING. Russian serials
Source: newage. expertise and data, December 2021
BIGGEST ADVERTISER’S PLACEMENTS IN 2021

36. OUR EXPERIENCE

37. Source: newage. expertise and data, 2020 – 2021
DIVIDING BUDGETS BY AD FORMATS
VIDEO BANNERS
IMPRESSIONS
BUDGETS
50%
70%
50%
30%
Video stays the prioritized format, although it has lost 10% in impressions and budget in comparison to 2020.

38. Source: newage. experience and data, 2022
OUR CLIENTS USE THESE SOLUTIONS
Budget allocation for the bought inventory
VIDEO BANNERS
Other 11% 7%
83% 73%
1% 11%
1% 9%
4% -

39. Source: newage. expertise and data, 2020 – 2021
AD VIDEO DURATION
Our clients prefer ad video duration in this ratio (% = budget spent on a video impression)
6 sec
7 – 10 sec
11 – 15 sec
16 – 20 sec
21 – 30 sec
30+ sec
3%
2%

40. SMART TV TRENDS
MIN %
IMPRESSIONS
MAX %
IMPRESSIONS
Automotive 18% 23%
B2B 20% 25%
Delivery 8% 14%
E-com (Electronics) 9% 12%
E-com (Marketplace) 12% 13%
Finance 9% 21%
FMCG 14% 18%
FMCG (Alcohol) 14% 15%
Media and
entertainment
10% 12%
Security 16% 16%
According to our data, 13% of all impressions in a year were on Smart TV.
Source: newage. expertise and data, 2021
Indicators for campaign categories*:
Impressions on different gadgets: newage. data
(-7%)

41. AD FORMATS
OVERVIEW

42. Source: newage. expertise and data, 2019 - 2020
VIDEO FORMATS
✔ PAYMENT
For a view up to 30 sec
or click
✔ WHAT FOR
Informing, reach,
engagement
✔ RUNTIME
From 7 seconds
IN-STREAM
SKIP ON 5TH SEC
IN-STREAM
WITHOUT SKIPPING
BUMPER
AD-COVER
OUT-STREAM VIDEO DISCOVERY
✔ PAYMENT
For 1000 impressions
✔ WHAT FOR
Recognition, reach,
“forcing” to watch till the
end
✔ RUNTIME
From 15-20 seconds
✔ PAYMENT
For 1000 impressions
✔ WHAT FOR
Engagement, additional
reach
✔ RUNTIME
From 6 seconds
✔ PAYMENT
When the user clicks on a video
icon to watch the ad
✔ WHAT FOR
Engaging potentially interested
users
✔ RUNTIME
Any
✔ PAYMENT
For 1000 impressions on
a visible screen part
✔ WHAT FOR
Recognition, making
reach cheaper
✔ RUNTIME
Any

43. Source: newage. expertise and data, 2020 – 2021
VIDEO FORMATS
✔ PAYMENT
For click, view, reach, impressions
✔ WHAT FOR
Reach, recognition, engagement
✔ RUNTIME
Any, but Facebook recommends no
more than 15 sec
NEWS FEED
Facebook
Instagram
IN-STREAM
Facebook
Instagram
STORIES
Facebook
Instagram
Reels
Facebook
Instagram
✔ PAYMENT
For click, view, reach, impressions
✔ WHAT FOR
Reach, recognition, engagement
✔ RUNTIME
From 5 sec to 10 min, if the video is
longer than 15 sec, a “skip” button will
appear after 15 sec
✔ PAYMENT
For click, view, reach, impressions
✔ WHAT FOR
Reach, recognition, engagement
✔ RUNTIME
15 sec, if video is longer than 15 sec, it
divides into cards
✔ PAYMENT
For click, view, reach, impressions
✔ WHAT FOR
Reach, recognition, engagement
✔ RUNTIME
From 3 to 60 sec

44. Source: newage. expertise and data, 2020 – 2021
VIDEO FORMATS
First ad video seen by user after opening the
app (shown after 3 organic videos)
✔ PAYMENT
Cost for a booking day
✔ WHAT FOR
Promotion, recognition
✔ RUNTIME
Up to 60 sec, but we recommend no more than
10 sec
OneDayMax (Plus) Reach & Frequency IN-FEED ADS
A new transparent way of buying – control of
Reach & Frequency
✔ PAYMENT
For 1000 impressions
✔ WHAT FOR
Reach, getting the right user frequency
✔ RUNTIME
Up to 60 sec, but we recommend no more than
10 sec
Appears when the user is scrolling “For you”
section on the main TikTok page
✔ PAYMENT
For impressions, transaction
✔ WHAT FOR
Engagement, recognition
✔ RUNTIME
Up to 60 sec, but we recommend no more than
10 sec

45. Source: newage. expertise and data, 2020 – 2021
VIDEO FORMATS
IN-STREAM
Pre-roll/mid-roll/post-roll
OUT-STREAM
Content-roll
Video ad played before the start of the video
✔ PAYMENT
Mainly for 1000 impressions
✔ WHAT FOR
Engagement, recognition
✔ RUNTIME
Usually no longer than 30 sec
WARNING Monitor the quality (clickability, frequency,
whitelists, etc.)
Starts to play when watching the page and automatically
closes when the video ends
✔ PAYMENT
Mainly for 1000 impressions
✔ WHAT FOR
Reach, recognition, making reach cheaper
✔ RUNTIME
Mostly without limits
WARNING Monitor the viewability
ONLINE MOVIE
THEATERS

46. VIDEO FORMATS MAP
CONVERSION ENGAGEMENT
RECOGNITION REACH
STORIES
FEED
IN-STREAM
IN-FEED
NON-SKIP
TRUEVIEW
OUT-STREAM
BUMPER
MOVIE
THEATERS
OUT-STREAM
MOVIE
THEATERS
IN-STREAM
Source: newage. expertise and data, 2020 – 2021
VIDEO ACTION
REELS
ODM+
R&F

47. Helpful Links:
⮚ Blog newage.
⮚ Comprehensive Analysis
⮚ YouTube channel
⮚ Facebook
Templates:
⮚ BRIEF
⮚ All-in-one document
USEFUL INFORMATION
⮚ Clutch reviews

48. THANK YOU!