According to experts, such sites as Google and Facebook continue to "eat"
advertising revenue. Nevertheless, innovative magazine publishers are looking for a
variety of ways to monetize their business and earn revenue outside the traditional
advertising model. One approach is different business models.
In 2018 several groups of advertisers immediately discovered radio and showed
an increase above the average for this media. Thus, pharmaceuticals grew by 22-24%,
and food products by 25-27%, which is one third higher than average market indicators.
The proportion of high-income people is quite high in the audience of the radio;
therefore, in the media mixes of advertisers targeting this particular audience (for
example, car importers or real estate), radio continues to occupy 4-5 times more interest
compared to other categories [1].
Radio, as a media channel, has demonstrated its real weekly coverage of 80%,
comparable to that of radio coverage in the EU. This, together with the above trends
and expectations of the flow of advertising budgets from other channels, will allow to
predict growth at the level of 24% in 2019 [10].
In 2019 there will be significant changes in the structure and quality of outdoor
advertising. Reconstruction and renovation of inventory will take place both in Kiev
and in other cities of Ukraine. The need for modernization of old structures arose on
the background of new rules for their placement, the legalization of all market
participants and the cleaning of cities from excessive advertising media.
Already in 2018 the number of advertising constructions significantly decreased,
there was a new base format "screwed up", which competes with the traditional 3x6
product.
Figure 4. Top 10 categories from the total number of planes sold
Source: Arianna 1-3Q 2017, 1-3Q 2018, number of planes
51
51
32
16
14
14
14
13
12
105
-5%
-20%
-8%
1%
-11%
-8%
-24%-20%-20%
-5%
0
20
40
60
80
100
120
140
Tr
ad
e
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ter
tain
me
nt
Th
e p
rop
ert
y
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to
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e m
ed
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ne
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nn
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Fin
an
ce
Sp
ort
N
um
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r of
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ane
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n t
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ands
.
-100%
-50%
0%
1-3Q 2017
1-3Q 2018
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