FMCG sector leads Ukraine online video advertising

The Ukrainian Internet in March was venue to intensive campaigns by the Fast-Moving Consumer Goods sector. As many as nine of the ten online video advertisements which reached the greatest number of web users related to the food and drinks and the cosmetics and personal hygiene industries, a Gemius study reveals (source: gemiusAdReal). The study takes into account last month’s data collected for internet users aged 14 to 69 on desktop and laptop computers.

Between Coca-cola and Sandora

The Top 10 opens and closes with drinks ads. In first place was a Coca-Cola spot (The Coca Cola Company), watched by 5.9 million people. It had a clear lead over the other commercials in terms of audience figures. The vigorousness of the Coca-Cola campaign is also highlighted by the advert topping the ranking in terms of number of views, at 15.5 million. Tenth place was taken by a video for Sandora drinks (PepsiCo), which was shown to 2.4 million people. In March, many internet users on computers also watched adverts for sweets from the company Mondelēz International. The Top 10 featured three videos by the company: two promoting Korona chocolate (3.7 and 2.6 million viewers, respectively) and one for Oreo cookies (2.9 million). This is a continuation of the strong presence of material by Mondelēz which was also noted in February.

Letgo – the lone non-FMCG ad

In the March rankings, food sector videos mingled with spots for cosmetics and personal hygiene products, in which category the highest viewership figures, of 3.6 million, were for material from the Nivea Men brand (Beiersdorf AG). This was followed by a video promoting Colgate (Colgate-Palmolive Company), which was watched by 3.2 million people. Somewhat fewer (2.5 million) were recorded by a commercial for Gliss Kur (Henkel AG and Co). The only advertisement not promoting FMCG products was for the website Letgo (Letgo Group), which was displayed to 2.8 million web surfers on desktop and laptop computers.