RED BULL

MACEDONIA
ANNUAL REPORT
Period: July 2016 - June 2017
Skopje, Macedonia
 KEY TOPICS
1.
1. Media
Media Landscape
Landscape Trends
Trends and
and 3.
3. Media
Media Plan
Plan Review
Review with
with
2.
2. Critical
Critical Business
Business Questions
Questions
Competitive
Competitive Review
Review recommendations
recommendations

a)
a) Media
Media consumption
consumption trends
trends of
of the
the a)
a) Programmatic
Programmatic Digital
Digital buying
buying in
in 2017
2017 a)
a) Start
Start // Stop
Stop // Continue
Continue recco
recco
target
target audience
audience

b)
b) Trends
Trends by
by media
media b)
b) Tight
Tight Target
Target Audience
Audience b)
b) Target
Target audience
audience

c)
c) Competition
Competition c)
c) Media
Media mix
mix

e)
e) Consumers
Consumers
1.MEDIA LANDSCAPE
TRENDS AND
COMPETITIVE REVIEW
1.A) MEDIA CONSUMPTION TRENDS OF THE TA

TA PREFERENCES
 1.A) RED BULL SEGMENTS - CONSUMPTION CHANGES IN 2017 VS 2016

All 18-34 All 18-22 F 18-34

Light users Heavy users Light users Heavy users Light users Heavy users

Light users Heavy users Light users Heavy users Light users Heavy users

Light users Heavy users Light users Heavy users Light users Heavy users

Light users Heavy users Light users Heavy users Light users Heavy users

Light users Heavy users Light users Heavy users Light users Heavy users

Light users Heavy users Light users Heavy users Light users Heavy users

Light users Heavy users Light users Heavy users Light users Heavy users

 This TG notes a decrease in the consumption of
Print media and Radio, while TV notes slight
increase.
 Digital is becoming the leading media with
emphasis on Desktop and Mobile
 Digital & Social overtook traditional medias position  TV is at the same level with Social Media
 Even the TG is very young, they are still Medium  High drop of Print at the expense of Digital and
Users of TV Mobile
1.B) TRENDS BY MEDIA

2016 – JUNE 2017

1.B) TV IS STILL DOMINANTE MEDIA IN MACEDONIA

Daily average
TV users reach Macedonians
Ø 290 watch TV
Total 4+ 65%
Min. daily
TTV

Daily average
of Total NET media
TV users reach
50% 67% spending is allocated
All 18-34
on TV in 2016 (est)
TTV

Source : Nielsen AM
1.B) AVERAGE DAY VIEWING TIME EVOLUTION
min

250 238
222 228
213
199 191.18
200 183.33
177 178 176
168
150

100

50

0
2008 2009 2010 2011 2012 2013 2014 2015 2016 Jan-June Jan-June
2016 2017

Target group : All 18-34, Total TV

Source : Nielsen Audience Measurement

 1.B) AVERAGE DAILY VIEWING 1HY 2017 - NATIONAL CHANNELS
All 4+, All day AMR %
18.00
MTV 1 SITEL KANAL 5 ALFA TELMA ALSAT M SITEL
Turkish serial at 19:50
16.00 Turkish serial at 21:00

14.00

12.00

10.00

8.00
KANAL 5
Turkish serials at 19:40
6.00 ALSAT M Music show at 20:00 (weekend)
Turkish serial at 19:00
4.00 TELMA
ALFA TV Top Tema 19:15 MTV 1
Movie
2.00 Serial movie at 19:00 21:00

0.00
:00

:00
:00

:00

:00

:00

:00

:00

:00

:00

:00

:00

:00

:00

:00

:00

:00

:00

:00

:00

:00

:00

:00

:00
05

09

21

01
02

03

04

06

07

08

10

11

12

13

14

15

16

17

18

19

20

22

23

00
Source : Nielsen Audience Measurement
1.B) AVERAGE DAILY VIEWING 2017 – OTHER CHANNELS
All 4+, All day AMR %
1.20
Other Channels

1.00

0.80

0.60

0.40

0.20

0.00
02:0 03:0 04:0 05:0 06:0 07:0 08:0 09:0 10:0 11:0 12:0 13:0 14:0 15:0 16:0 17:0 18:0 19:0 20:0 21:0 22:0 23:0 00:0 01:0
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

Source : Nielsen Audience Measurement

 Please play animation 

1.B) MARKET SHARES OF MAJOR TV STATIONS

1HY 2016VS. 1HY 2017 (PAID EQ.GRP’S)
2016
1HY 2017

PT (18:00-22:59) NT (23:00-05:59) DT (06:00-17:59)

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
SITEL SITEL KANAL 5 KANAL 5 ALSAT M ALSAT M ALFA ALFA TELMA MTV 1 SK 1 TELMA

• Telma is with higher SHR than Alfa in 1HY 2017.

• Increase in eqGRP delivered on Sitel, Alsat M, Telma and SK 1, while it is decreased on Kanal 5 and Alfa (especially in DT & PT)
• No monitoring data available for MTV 1.

Source: Nielsen, 1HY 2016 vs. 1HY 2017

 Please play animation 

1.B) AUDIENCE SHARES OF MAJOR TV STATIONS

(SPLIT BY DIFFERENT TARGET GROUPS)
1HY
1HY 2017
2016

18-34 all 18-22 all 18-34 F

6.5%
60% 9.0% 10.5%

50%

40%

30%
-8.5%
20% -12.0% -4.5%

10%
-16.5% -33.5%-19.0% 54.0% 19.0%
27.5%

0% -51.5%
-47.0% -55.5% 6.5% 21.5% 14.5 %
-41.0% 7.5%
SITEL KANAL 5 ALSAT M ALFA TELMA -14.0% SK 1 Other
-10%

• Very small number of cases in Arianna for TG: 18-20 All (only 47 cases), so we need to extend the TG for two years (18-22 All)
• Significant changes in the audience shares for TG: 18-22 All in 1HY 2017 on almost all main TV stations
• Alsat M records positive and Alfa negative trend of changes in SHR parameter.

Source: Nielsen, 1HY 2016 vs. 1HY 2017

 Please play animation 

1.B) AUDIENCE SHARES OF MAJOR TV STATIONS

(SPLIT BY GENDER)
Jan-Jun
Jan-Jun 2017
2016
18-34 male 18-34 female
49.48%
50%
45% 42.74%
42.52%
40% 38.55%
35%
30%
26.06%
25% 23.82%
19.26%
20%
15.41%
15%
10.82%
8.25% 8.77%
9.59%9.93%
8.33%
10% 7.16% 6.81%
4.07% 5.11%
5% 2.23%2.28% 2.22%
2.23% 2.00%
1.75%
3.05%
2.39% 1.00%
0.93%
0%
SITEL KANAL 5 ALSAT M ALFA TELMA SK 1 Other

• Decreasing of Audience SHR parameter for all major TV stations, except Alsat M in both TG in 1HY 2017 compared with
1HY 2016
• In “OTHER” TV stations it can be observed increasing in this parameter in 1HY 2017
• Major TV stations are mostly female oriented

Source: Nielsen 1HY 2016 & 1HY 2017

1.B) TRENDS FOR MAJOR TV STATIONS
(AUDIENCE SHARES FOR LAST YEAR – TG 18-34 ALL)
55%
50%
45%
40%
35% SITEL
KANAL 5
30% ALSAT M
25% ALFA
TELMA
20% SK 1
15% Other
10%
5%
0%
Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17

•Sitel has highest audience share

•All major national TV stations have drop from Mar 2017, except Sitel
•Alsat M shows a highest SHR in March 2017.
•Other channels (mostly cable) have the opposite seasonality than the key players (Sitel)

Source: Nielsen Jul 2016 - June 2017

 1.B) TV STATIONS DEMOGRAPHIC MAP
Jan-Jun 2016 Jan-Jun 2017
WOMEN % WOMEN %

62 62

57 57

31 36 41 46 51 56 31 36 41 46 51 56
52 52
YOUNGER OLDER YOUNGER OLDER

47 47

Average Tot.Ind.: Age 47.6; W 53.7% Average Tot.Ind.: Age 47.7; W 53.6%

42 MEN % 42 MEN %

•Numbers by bubbles shows Median Age, ADH % and SHR%

•Sitel has became oriented towards younger women
•Kanal 5 has become more older and more men oriented TV in 1HY 2017.
•Alsat M became more men oriented with higher SHR.
•Telma has a slight increase in share and still, it is more men oriented TV station.
•MTV still has mostly male audience and gains favor towards the younger population in comparison to 1HY 2016
Source: Nielsen Jan-Jun 2016 – Jan-June 2017
 1.B) TOP RATED PROGRAM JAN – JUN 2017
SK 1 SITEL

LA LIGA: VILLARREAL - REAL MADRID 3%

FILM: LAJLA I IV 7%

LA LIGA: ESPANYOL - BARCELONA 3%

FILM: IDI MI, DOJDI MI (R) 7%

LA LIGA: MALAGA - BARCELONA FILM: BESPLATNO VOZENJE 7%

Magic
3% Moment!
PREMIER LEAGUE: MANCHESTER (C) - TOTTENHAM 3% SERIJA: SEMEJSTVOTO SINGELIKJ 7%

PREMIER LEAGUE: LIVERPOOL - CHELSEA 3% FILM: VTORA ZIKINA DINASTIJA (R) 7%

PREMIER LEAGUE: CHELSEA - HULL 3% FILM: DRVOTO DZOSUA 7%
LA LIGA: DEPORTIVO - BARCELONA 3% FILM: ENDZELS FOL 8%
PREMIER LEAGUE: MANCHESTER UNITED - BOURNEMOUTH 3% SERIJA: PARAMPARCHE 8%
ENGLAND FA CUP: CHELSEA - MANCHESTER UNITED 3% SERIJA: ZABORAVI AKO MOZESH... 8%
LA LIGA: BARCELONA - ATHLETIC BILBAO 3% FILM: IZLEZEN ZA UBISTVO 8%
LA LIGA: SEVILLA - REAL MADRID 3% FILM: NINDZA ZELKI 8%
PREMIER LEAGUE: CHELSEA - ARSENAL 3% SERIJA: DOBRIOT DOMAKJIN 8%
COPPA ITALIA: JUVENTUS - MILAN 3% FILM: ZIKINA DINASTIJA (R) 8%
PREMIER LEAGUE: LEICESTER - MANCHESTER UNITED 3% FILM: BIDI KUL 8%
LA LIGA: BARCELONA - CELTA 4% FILM: PION 9%
PREMIER LEAGUE: CHELSEA - MANCHESTER (C) Magic
4% Moment! FILM: VIRUS 9%
PREMIER LEAGUE: MANCHESTER (C) - LIVERPOOL 4% SERIJA: VLJUBENIOT ERGEN 10%
PREMIER LEAGUE: MANCHESTER UNITED - LIVERPOOL 5% FILM: SEME NA ZLOTO 10%
LA LIGA: ATLETICO MADRID - BARCELONA 6% Magic Moment! SERIJA: CRNATA ROZA 10%
LA LIGA: REAL MADRID - BARCELONA 8% FILM: KIKBOKSER 5 ISKUPUVANJE 10%
TG: All 18-34
0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 0% 2% 4% 6% 8% 10% 12%

• Red Bull had an airing in the El Clasico between Real Madrid and Barcelona on SK1.
Source: Nielsen AM
• Due to the TV program schedule (consisted of Turkish TV series), no Magic Moments are noticed in TV Sitel. Period: Jan-June 2017
 1.B) TOP RATED PROGRAM JAN – JUN 2017
KANAL 5 ALSAT M

SERIJA: ZIVOTOT NE E PESNA 2% BLLOK MUZIKOR 1%

VECER SO MILICA PAVLOVIK 2% HALLKIT 4.0 BEST OF 1%
NOVOGODISNO OBRAKJANJE NIKOLA GRUEVSKI PRETSEDATEL NA VMRO DPMNE 2% ROZE. 2%
ZEVZEKMANIJA 2% FILM: CHRISTMAS IN PALM SPRINGS (R) 2%
NOVOGODISNA PROGRAMA - SLAVIME ZAEDNO 2% HALLKIT 4.0 2%
ZEVZEKMANIJA (R) 2% LUFTA E NUSEVE 2%
NARODNA MUZIKA NA SRPSKI JAZIK 2% SUPER SFIDA 2%
VO CENTAR 2% SERIJA: UTERAN 2%
AMIDZI SHOU (R) 2% SERIJA: SKUADRA ANTIMAFIA 2%
CASTING TALENT SHOW - FINALE 3% SOFRA FESTIVE (R) 2%
MATURANTI 3% 360 STEPENI 2%
ZVEZDITE NA GRAND - SPECIJAL 3% 200 2%
ZVEZDITE NA GRAND - FINALE 3% METEO ALSAT M 2%
CASOVNIK - MAGENTA 1 3% SERIJA: GJITHCKA PER TIM BIR 2%
CASTING TALENT SHOW - SUPER FINALE 3% SUPER SFIDA BEST OF 3%
ZVEZDITE NA GRAND 4% PATOT KON ... 3%
SERIJA: LJUBOV 4% CASOVNIK - BITOLSKI GUST JOGURT 3%
SREKJNI LUGJE - NOVOGODISNA (R) 5% SERIJA: AMBICIE E VERBER 4%
ZLATNA BUBAMARA 2017 (R) 6% SERIJA: FATE TE LIDHURA 5%
ZLATNA BUBAMARA 2017 (SNIMKA) 7% SERIJA: ME FAL 5%
TG: All 18-34
0% 1% 2% 3% 4% 5% 6% 7% 8% 0% 1% 2% 3% 4% 5% 6%

• Due to the program policy, TV Alsat is airing mostly TV novels, that are not identified as Magic Moments
Source: Nielsen AM
• Apart from Zlatna Bubamara, Red Bull was present in the TV Series LOVE and ZVEZDE GRANDA. Period: Jan-June 2017
 1.B) TOP RATED PROGRAM JAN – JUN 2017
TELMA ALFA

FILM: PANDORUM (R) 1% FILM: ISELENIK 1%

FILM: NEVIDLIVATA STRANA 1% FILM: VOKER TEKSASKI RENDZER 1%
FILM: MLADOST (R) 1% SERIJA: RANETO SRCE 1%
FILM: BRKOTNICA 3 1% FILM: SUTJESKA 1%
FILM: PRIKAZNA ZA PEPELASKA 2% FILM: POTROSLIVI 1%
FILM: POBESNETIOT MAKS 3 2% FILM: OPERACIJA DELTA FORS 5 2%
FILM: NEPOZNAT (R) 2% FILM: NEPRIKOSNOVEN BOREC 2 POSLEDNIOT NA NOZE 2%
INTERVJU SO ZORAN ZAEV 2% FILM: DOBRA DEVOJKA, LOSHA DEVOJKA 2%
FILM: MAKS STIL 2% FILM: LOSATA GLUTNICA 2%
FILM: POBESNETIOT MAKS 2% FILM: BALKAN EKSPRES II DEL (R) 2%
FILM: ENKLAVA 2% FILM: PARTIZANSKA ESKADRILA 2%
FILM: PUSTINA 2% FILM: UBIJCI (R) 2%
FILM: HRABRATA 2% FILM: PARTIZANI (R) 3%
FILM: KRVAVA RABOTA 3% FILM: LOVEC (R) 3%
FILM: POVTORNO SEDUMNAESET. (R) 3% FILM: DIVERZANTI (R) 3%
RAKOMET KVALIFIKACII ZA EP: MAKEDONIJA - CESKA (MAZI) 3% FILM: MOST (R) 3%
FILM: POBESNETIOT MAKS 2 3% FILM: ZONA ZAMFIROVA 3%
FILM: SPECIJALIST (R) 3% FILM: DOKTOR MLADEN (R) 4%
INTERVJU SO NIKOLA GRUEVSKI 4% FILM: PLATENIK - ISKUPUVANJE 4%
RAKOMET KVALIFIKACII ZA EP: MAKEDONIJA - ISLAND (MAZI) 5% FILM: GRABEZ NA TRETIOT RAJH (R) 5%
TG: All 18-34
0% 1% 1% 2% 2% 3% 3% 4% 4% 5% 5% 0% 1% 1% 2% 2% 3% 3% 4% 4% 5% 5%
•Due to the campaigns schedule or the unattractive offer, the “magic moments” are missed on Telma. Source: Nielsen AM
•No advertising activities on Alfa in 1HY 2017. Period: Jan-June 2017
INTERNET
2016 – JUNE 2017
OVERVIEW
ONLINE INVESMENT

Est. SPENDING TOTAL 2016 (2M €)

10%

7%

Desktop Mobile Social GDN

23%
60%

• Online investment increases by 10 – 20% in the past few years.

• Display advertising has the biggest share, but it is noticeable that the highest increase is in mobile.
1.B) NUMEROUS TOUCH POINTS WITH ONLINE MEDIA

•ALL 18-34
1.B) INTERNET AS SOURCE OF INFORMATION
Top 10 purposes of using internet %
Newspapers/... 57
49
e- 44
43
37
35
Educa... 28
26
Work/Bus... 26
18

Social networking is the main reason people use internet in Macedonia, regardless of the type of connection. In mobile internet
specifically, the main reason is chat.

Source: Brand Puls, II wave 2016

1.B) DIGITAL LANDSCAPE

DISPLAY
1.B) TOP 15 WEB SITES - MAY 2015
RCH
AFF
SPENDINGS TOTAL 2013 (16 M €)

TG: All 18-34

•There is no monitoring or AdEx for Internet sites in Macedonia since 2016

•Gemius does not exist on the market since the end of 2015.
•Even then, not all portal were measured so the data was incomplete.
Source: Gemius Macedonia
1.B) DIGITAL LANDSCAPE

PPC ON LOCAL WEB PORTALS

1.B) PPC IS INTRODUCED AMONG THE LOCAL WEB PORTALS

Pay-per-click is introduced on the market, but

not from the weportals themselves, but from
providers that buy ceratin inventory and sell it
on a monthly basis

The advantage is that only clicks are paid, no

matter the amount of impressions served.

More then 60 local web portals are included,

but the placements’ viweability is not on a
satisfactory level.
1.B) DIGITAL LANDSCAPE

STRONG SOCIAL MEDIA INFLUENCE

1.B) DOMINANCE OF SEVERAL PLAYERS
88.7%
Reach - in % (A 18-34)

41.3%

18.9%
13.6% 9.1% 7.5% 7.5%
1.3% 0.0%

Facebook Instagram Google + Twitter LinkedIn Other Pinterest Foursquare MySpace

2016

Top 3 all 18-34 Top GENERATION Z Top 3 F 18-34

Facebook (88%) Facebook (85.5%) Facebook (89.5%)
You Tube (78.7%) YouTube (70.7%) YouTube (81.5%)
Viber (80.8%) Viber (75.3%) Viber (78.3%)

Source: Brand Puls, II wave 2016

1.B) DIGITAL LANDSCAPE

MOBILE
1.B) MOBILE IN MACEDONIA

Source: ClickAttack © 2016.

1.B) VIBER AND FACEBOOK MESSENGER ARE EMERGING

Viber and Facebook messenger are widely used

for sharing content and communicattion.

Apart from the stickers and messages, Viber

provides banner placements after the
completion of a conversation.

More then 80% of our TG is active on Viber .

Source: Agency data, facebook.com

1.B) MOBILE IN MACEDONIA – CTR BY FORMAT

Takeover Sticky-large Sticky Top banner “native banner”

CTR - 7 CTR – 3.5 CTR – 2 CTR – 1.7 CTR – 2.1

320x200px 320x100px 720x160px 600x300px

Source: Agency source

1.B) RADIO LANDSCAPE

SIGNIFICANT NUMBER OF RADIO STATIONS

1.B) RADIO LISTENING SEASONALITY
(SPLIT BY DIFFERENT TARGET GROUPS)
Monthly RCH (Total Radio)
80%

70%

60%

50%

40%
All 18-34
30%
F 18-34
20%
All 18-22
10%

0%
Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17

• Media more oriented to younger population

Source: Total Radio Ipsos 2016 - June 2017

 1.B) TOP 10 RADIO STATION OVERVIEW | 1H 2016 VS. 1H 2017 YTD
AVERAGE DAILY REACH OF MAJOR RADIO STATIONS (SPLIT BY DIFFERENT TARGET GROUPS )

all, 18-34
1H 2016 - Daily Reach 1H 2017 - Daily Reach
2000%

1500%

1000%

500%

0%
5
l7
7
Cit
y 1 lis na Va
ti ga 1 Sk
y
n na na
M po rtu tru dio
nte Ka na tro Fo -S Ra
A Zo Me pi k.
Ra Ma

Source: Total Radio Ipsos 1H2016 – 1H 2017

 1.B) TOP 10 RADIO STATION OVERVIEW | 1H 2016 VS. 1H 2017 YTD
AVERAGE DAILY REACH OF MAJOR RADIO STATIONS (SPLIT BY DIFFERENT TARGET GROUPS )

w, 18-34
1H 2016 - Daily Reach 1H 2017 - Daily Reach
2000%

1500%

1000%

500%

0%
a5 ara l7
7 lis Cit
y
ug
a
Va
ti na 2 ina
nn am na po Str rtu dio rac
te b Ka tro - Fo . Ra Ha
An Bu Me p i k
Ra Ma

Source: Total Radio Ipsos 1H2016 – 1H 2017

 1.B) TOP 10 RADIO STATION OVERVIEW | 1H 2016 VS. 1H 2017 YTD
AVERAGE DAILY REACH OF MAJOR RADIO STATIONS (SPLIT BY DIFFERENT TARGET GROUPS )

all, 18-22
1H 2016 - Daily Reach 1H 2017 - Daily Reach
2000%

1500%

1000%

500%

0%
5
l7
7 ga Cit
y 2 1 vo lis la ra
nna na tru dio M eto po Bito ma
nte Ka -S Ra na T tro 6 ba
A pi k. Zo ta Me 1 0 Bu
Ra Ma Ble dio
Ra

Source: Total Radio Ipsos 1H2016 – 1H 2017

1.B) AVERAGE DAILY REACH OF MAJOR RADIO STATIONS
(SPLIT BY DIFFERENT TARGET GROUPS) 1H 2016 VS. 1H 2017

• Regarding daily reach, Antenna 5 is leader for all target segments

• Second rated radio station for target group 18-34 (female) in terms of audience delivery is Kanal 77.

•In terms of affinity indexes Antenna 5 Radio and Kanal 77 radio are the most preferable

• Kanal 77 and Metropolis radio had decrease for the main target group all, 18 -34 , but for the other two target
groups had increase on higher level regarding both, affinity and daily reach for the analyzed period.

Source: Total Radio Ipsos 1H 2016 – 1H 2017

1.B) OUTDOOR LANDSCAPE

AUDIENCE DATA NOT AVAILABLE

1.B) OUT OF HOME – AVAILABLE FORMATS

MALL BRANDING:

Apart from the standard OOH formats, there are new available formats of OOH - Digital display
City Mall - 56 digital displays - (1920 x 1080 px horizontal, 1080 x 1920 px Vertical) - monthly visits - 600 000
Ramstore Mall - 33digital displays (1080 x 1920 px Vertical) - monthly visits - 200 000
Capitol Mall - 14 digital displays (1080 x 1920 px Vertical) - monthly visits - 270 000
1.B) OUT OF HOME – AVAILABLE FORMATS
OUT OF HOME ADVERTISING AMBIENT MEDIA / SPECIAL MEDIA FORMATS

• Billboards
• City lights Bus Branding (indoor & outdoor).
• Backlights Ads on gas station nozzles.
• Walls Elevator branding in residential
• Big Boards and business buildings.
• Mega Boards

DIGITAL OUT OF HOME POINT OF SALE

TV Led Screens in Supermarkets.

Digital totems in Shopping
Mobile Payment.
malls. Mobile Couponing.
1.B) BUS STOP BRANDING – NEW AVAILABLE FORMATS
BUS STOP BRANDIG
Double / single side branding
(only glass branding)
Types of bus stop shelters :
-Double
-Single type 1
-Single type 2
-Posters

-52 million passengers annually use the JSP

Skopje buses!  

Building and maintaining brand awareness in a

cost effective manner;
-Multiplying the effect of other media by
strengthening and repeating the advertising
message over a longer period of time;
- High frequency locations ideal for direct
promotion and testing products, direct sales
promotion including prizes and gifts;
- Possibility of three-dimensional extensions of
advertisements, resulting in dramatic impact on
the customers.
1.B) BUS STOP BRANDING – NEW AVAILABLE FORMATS
1.B) BUS STOP BRANDING – NEW AVAILABLE FORMATS
1.B) BUS STOP BRANDING – NEW AVAILABLE FORMATS
1.B) CINEMA LANDSCAPE

ADMISSION INCREASE
1.B) CINEMA LANDSCAPE

•CINEPLEXX 3D Cinema complex in Skopje City Mall (opened in September 2012).

Source: Cineplexx Skopje City Mall

1.B) CINEPLEXX ADMISSIONS GROWTH PER HALF-YEAR
Admissions 2015 - 1HY 2017
200,000
Cineplexx Skopje
180,000

160,000 +22 %
140,000

120,000

100,000

80,000

60,000

40,000

20,000

-
1HY 2015 2HY 2015 1HY 2016 2HY 2016 1HY 2017

Cineplexx has decreased admissions in 2016 mostly because of the political situation in our country that period. The
highest traffic is reached in 1HY 2017.
Source: Cineplexx Skopje City Mall
1.C) COMPETITION

2016 – JUNE 2017

1.C) ADVERTISING EXPENDITURES 2008 – HY1 2017
Expenditure Trends Media Mix Trends
TV Print
Gross Mio (EUR) Growth rate (%) 100%
6 400%
350%
5 300% 75%
4 250%
200%
3 150% 50%
100%
2 21% 23% 6% 9% 6%
-7% -7% -9% 50%
-25% 25%
1 -53% 0%
-50%
0 -100%
0%
2008 2009 2010 2011 2012 2013 2014 2015 2016 Jan- Jan-
Jun Jun 2008 2009 2010 2011 2012 2013 2014 2015 2016 Jan- Jan-
2016 2017 Jun Jun
2016 2017
In HY1 2017 6% investment increase compared to the same period in 2016
TV remains dominant media, with almost 100% of total gross media investment during observed HY1 2017 period
No official data available for other media.

Note: Official data for TV is available since 2008

Source: Nielsen, Ipsos, Jan 2008-Jun 2017

1.C) SEASONALITY TRENDS OF TOTAL MARKET
ADVERTISING EXPENDITURES 2010 – HY1 2017

80,000,000 2010
70,000,000 2011
60,000,000 2012
50,000,000 2013
40,000,000 2014
30,000,000 2015
20,000,000 2016

10,000,000 1-6, 2017

0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

•Over the years, majority of the media investments are placed in first half of each year
•Seasonality peaks during Apr - May in 2010 and 2011, while in 2013 seasonality peaks in September

Note: Official data for PRINT is available from 2012

Source: Nielsen, Ipsos, Jan 2010 - Jun 2017

 1.C) MEDIA MIX KEY COMPETITORS 2016 – HY1 2017
2016 OOH •In 2016, besides Red Bull, Golden Eagle, Booster, Pit Power, Monza and Forza
1,000,000
900,000 had active campaigns on TV. There are no activities in Print
800,000 •Golden Eagle took over the leading position in 2016
700,000
•In HY1 2017 Red Bull is the leader in category.
FRC (EUR)

600,000
500,000 •Hell and Golden Eagle Junior are new advertisers in the category in 2017.
400,000
300,000 •Competitors are spending their budgets mainly on Albanian TV stations Alsat
200,000 M, TV 21 and SHENJA.
100,000
0
RED BULL GOLDEN BOOSTER PIT POWER MONZA FORZA
EAGLE

Jan – Jun 2016 OOH

600,000 Jan – Jun 2017 Print TV
200,000
500,000 180,000
400,000 160,000
FRC (EUR)

140,000

FRC (EUR)
300,000 120,000
100,000
200,000 80,000
100,000 60,000
40,000
0 20,000
RED BULL GOLDEN BOOSTER PIT POWER MONZA FORZA 0
EAGLE RED BULL GOLDEN RED RAIN HELL GOLDEN
EAGLE (FLUIDI) EAGLE JUNIOR
Source: Nielsen, Ipsos, 2016 – 1HY 2017
1.C) SEASONALITY TRENDS OF ADVERTISING EXPENDITURES
KEY COMPETITORS 2016 – HY1 2017
RED BULL GOLDEN EAGLE BOOSTER PIT POWER MONZA
FORZA RED RAIN (FLUIDI) HELL GOLDEN EAGLE JUNIOR
250,000

200,000

150,000

100,000

50,000

-
Jan '16 Feb '16 Mar '16 Apr '16 May '16 Jun '16 Jul '16 Aug '16 Sep '16 Oct '16 Nov '16 Dec '16 Jan '17 Feb '17 Mar '17 Apr '17 May '17 Jun '17

Red Bull and Golden Eagle are constantly present.

In 2016 and 1H 2017 Golden Eagle as first rated by investment (in total) was active almost trough all period.
Booster was active only in summer months in 2016.
Pit Power, Monza and Forza have no activities in 2017.
Golden Eagle Junior appeared in June 2017

Source: Nielsen, Ipsos, 2016 – 1HY 2017

DETAILED ANALYSIS OF KEY COMPETITORS

2016 – HY1 2017

1.C) RED BULL – TV ANALYSIS 2016
Total FRC investment in 2016 - 310,775 EUR
80 40%
RED BULL Reach% 1+

60 30%

40 20%

20 10%

0 0%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52

400 GRP share by station GRP distribution by day part

700

600
300
500

200 400

300

100 200

100
0
0
V1 EL L5 TM
A 21 2-6 6-10 10-16 16-19 19-23 23-02
MT SI T ANA SA TE
LM TV
K AL
TG: 18-34 all Source: Nielsen, 2016
1.C) RED BULL – TV ANALYSIS HY1 2017
Total FRC investment in HY1 2017 - 179,207 EUR
80 40%
RED BULL Reach% 1+

60 30%

40 20%

20 10%

0 0%
Jan Feb Mar Apr May Jun
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26

300
GRP share by station GRP distribution by day part
400

300
200

200

100
100

0 0
2-6 6-10 10-16 16-19 19-23 23-02
EL AL
5
TM
A
SK
1
SI T SA TE
LM
TG: 18-34 allKAN AL
Source: Nielsen, Jan-Jun 2017
1.C) RED BULL – ONLINE
1.C) RED BULL – OUT OF HOME
 1.C) RED BULL – SUMMARY
TV: 2016
Two national channels with the highest affinity for the target group, are constantly present in channel mix (Sitel and Kanal 5). There
are also other national TV stations present in the TV communication - the main Albanian TV station Alsat M and TV 21 (also Albanian
TV station) in combination with Telma and MTV 1.
21 weeks of activity in 2016 with average weekly level of TRPs 44.6 for TA: All, 18-34
935.60 TRPs achieved in 2016
Red Bull had regular campaigns on TV in 2017
In 2017, Radio, OOH and Digital campaigns are included in the media mix as well.
Print: no activities in 2016

Communication in first 6 months in 2017

TV:
In line with the target audience preferences, there are changes in channel mix, besides Sitel and Kanal 5 followed by the main
Albanian TV station – Alsat M, supported with Telma, new TV channel is also included, SK1.
During 12 weeks of activity in HY1 2017, 561.20 TRPs were achieved, with average weekly level of 46.7 TRPs for TA: All, 18-34.
 1.C) GOLDEN EAGLE – TV ANALYSIS 2016
Total FRC investment in 2016 - 890.711 EUR
500 60%
GOLDEN EAGLE Reach% 1+
400 50%
40%
300
30%
200
20%
100 10%
0 0%
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829303132333435363738394041424344454647484950515253

GRP share by station GRP distribution by day part

3,500 3,000
3,000
2,500
2,500
2,000
2,000
1,500
1,500
1,000 1,000

500 500

0 0
2h-6h 6h-10h 10h-16h 16h-19h 19h-23h 23h-02h
L5 TM
NA SA
KA AL
TG: 18-34 all Source: Nielsen, 2016
1.C) GOLDEN EAGLE – TV ANALYSIS HY1 2017
Total FRC investment in 2017 – 108.375 EUR
500 60%
GOLDEN EAGLE Reach% 1+
400 50%
40%
300
30%
200
20%
100 10%
0 0%
Jan Feb Mar Apr May Jun
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27

2,000 GRP share by station GRP distribution by day part

1,200

1,000
1,500
800

1,000 600

400
500
200

0 0
ALSAT M 2-6 6-10 10-16 16-19 19-23 23-02

TG: 18-34 all Source: Nielsen, Jan-Jun 2017

 1.C) GOLDEN EAGLE – SUMMARY
TV:2016
 Golden Eagle is mainly active with pop ups and program sponsorships. The investment in the TV measurement software in such cases
is presented as 0 (zero), but the GRPs exist in both FY 2016 and 1HY 2017.
 Golden Eagle used the second ranked national channel Kanal 5 combined with the main Albanian TV station Alsat M in 2016. In 2017
this brand is using only Albanian TV station – Alsat M.
42 weeks of activity in 2016 with average weekly level of TRPs 107.5 for TA: All, 18-34
4,515.9 TRPs achieved in 2016.

Communication in first 6 months in 2017

TV:
Active only on the main Albanian TV station – Alsat M.
During 22 weeks of activity in HY1 2017, 1.738.5 TRPs was achieved, with average weekly level of 79 TRPs for TA: All, 18-34.

Print/Digital/OOH: only 1 print ad in 2017, total FRC: 650 EUR (1 x 1/1 inner page in monthly magazine Ubavina i zdravje).
1.C) RED RAIN (FLUIDI)– TV ANALYSIS 2016
Total FRC investment in 2016 - 0 EUR
30 20%
RED RAIN (FLUIDI) Reach% 1+

20
10%
10

0 0%
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
1 2 3 4 5 6 7 8 9 10111213141516171819202122232425262728293031323334353637383940414243444546474849505152

GRP share by station GRP distribution by day part

80 50

40
60
30
40
20
20
10
0
0
ALSAT M
2h-6h 6h-10h 10h-16h 16h-19h 19h-23h 23h-02h
TG: 18-34 all Source: Nielsen, 2016
1.C) RED RAIN (FLUIDI)– TV ANALYSIS HY1 2017
Total FRC investment in 2017 - 61,266 EUR
200 20%
RED RAIN (FLUIDI) Reach% 1+

150 15%

100 10%

50 5%

0 0%
Jan Feb Mar Apr May Jun
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27

GRP share by station GRP distribution by day part

250 180

200 150

120
150
90
100
60
50
30
0 0
ALSAT M TV 21 SHENJA 2-6 6-10 10-16 16-19 19-23 23-02
Source: Nielsen, Jan-Jun 2017
TG: 18-34 all
 1.C) RED RAIN (FLUIDI)– SUMMARY

Red Rain (Fluidi) :

In 2016 this brand is active only on the Albanian TV station Alsat M with Pop Ups and in 2017 HY1 they included 2 more Albanian
stations, TV21 and Shenja :
 5 weeks of activity in 2016, with average weekly level of TRPs 11.8 for TA: All, 18-34
 2 weeks of activity in 1HY 2017 and 224.5 TRPs achieved, average weekly level of TRPs 112.2.

Print/Digital/OOH: no activities in 2016 and 1HY 2017

1.C) GOLEDEN EAGLE JUNIOR – TV ANALYSIS HY1 2017
Total FRC investment in 2016 - 154.074 EUR
150 20%
GOLDEN EAGLE JUNIOR Reach% 1+

15%
100
10%
50
5%

0 0%
Jan Feb Mar Apr May Jun
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27

GRP share by station GRP distribution by day part

300 180

250 150

200 120

150 90

100 60

50 30

0 0
ALSAT M 2-6 6-10 10-16 16-19 19-23 23-02
Source: Nielsen, Jan-Jun 2017
TG: 18-34 all
 1.C) GOLDEN EAGLE JUNIOR

Golden Eagle junior:

No activities in 2016
3 weeks of activity in 1HY 2017 and 263.6 TRPs achieved

Print/Digital/OOH: no activities in 2016 and 1H 2017

1.C) CATEGORY SUMMARY

1. The category is active only on TV

2. The main competitor on the media market is Golden Eagle

3. Other competitors are Red Rain (Fluidi) and Golden Eagle Junior.

4. Regarding TV mix strategy, competitors are spending their budgets mainly on Albanian TV station Alsat M,
their strategy is to target mainly Albanian population and only on TV

5. We haven't noticed activities on other media.

2. CRITICAL BUSINESS
QUESTIONS
 2.A) CRITICAL LOCAL BUSINESS QUESTION #1
PROGRAMMATIC DIGITAL BUYING IN 2018

• Official measurement for local display is not going to appear in Macedonia. There was announcement that
DotMetrics is going to enter the market, but this project failed as well.

• We have our Ad server that collects cookies and also measures local web portals analytics. Until the end of
2018, we expect to have broad pool of web portals and enough internet users data to provide programmatic
buying.

• This would mean that we will have more clear view of the current situation on digital market, more effective
planning process and rational budgeting of digital campaigns.
 2.B) CRITICAL LOCAL BUSINESS QUESTION #2
TIGHT TARGET AUDIENCE

• The Target Group for Gen Z is very tight (only 46 cases in Arianna)

• Suggestion: extend it to 18-22 All for all media purposes.

• Extended TG: 18-22 All have 86 cases, which makes this TG more relevant.

• Albanians are still heavy energy drinks consumers, but there are two crucial points that are not going into our
favor – they are not too many in population and there are also “local” brands (substitutes) that are much
cheaper.
3. RED BULL MEDIA
PLAN REVIEW WITH
START/STOP/CONTINUE
RECOMMENDATIONS
3.A) RECOMMENDATIONS

Smartphones are already widely spread within our target group.

START Apps such as Viber, provide solid communication platforms.

Allocate some of the budget from TV to OOH and digital.

STOP Very few options for web banners dimensions.

CONTI To use digital media, since most of our target group can be
NUE communicated on various channels and devices.
3.B) TARGET AUDIENCE

TOP TV PROGRAMS ARE GENERALLY INCOMPATIBLE WITH OUR TG

 3.B) TARGET AUDIENCE

• There is no significant changes regarding the TV programs and shows compared to the last year (Top TV programs
are generally incompatible with our TG since they are in most of the cases Turkish soap operas), thus the TV
situation in our country stays almost the same.

• Our recommendation for future targeting All 18-34 (especially Albanian population) is including more OOH
formats (digital displays in malls, Bus Branding, Bus Stop Branding, …), Albanian web sites.

• In terms of TV, it would be more effective to concentrate the TV budget in case special events are broadcasted on
TV. For instance, sponsorship of sporting events, championships, etc.
3.C) MEDIA MIX

EMPOWERING DIGITAL
3.C) MEDIA MIX – EMPOWERING DIGITAL

All TA segments have high digital preferences!

• Digital has increasing trend in terms of consumption year over
year, especially within younger segments and it takes over
leading position from TV

• Besides Internet via computer/laptop, mobile and social

networks are gaining more importance

• Red Bull's targets are digitally native and spending the most of
their time with this media
3.E) CONSUMERS

ALBANIANS ARE ED HEAVY USERS

3.E) CONSUMERS
ENERGY DRINKS CONSUMPTION BY ETHNIC GROUP

AFF

• Increasing number of heavy users among Albanian population YoY as rationale for additional targeting of Albanians (71% vs. 69%
previous year)
• Increasing affinity towards Red Bull brand vs. the previous year both for ED heavy users (298 vs. 289) and Red Bull users (148 vs.
143)
Source: Brand Puls II wave 2016
3.E) CONSUMERS

TG: 18-34 All

TG: 18-22 All

Source: Brand Puls II wave 2016

3.E) CONSUMERS

TG: 18-34 F

Source: Brand Puls II wave 2016

3.E) CONSUMERS

TG: Albanians

TG: Macedonians
Source: Brand Puls II wave 2016
THANK YOU FOR YOUR ATTENTION!