Ebiquity Plc · LSE:EBQ
Ebiquity — Investor Day (May 2023)
56 slides from Ebiquity's investor day presentation, May 25, 2023
Slide 1: Capital Markets Day: Growth, Innovation, Margin
Comppre Indiéator Template Snap Save| GEO ; spi al Markets Day Growth, Innovation, Margin 25th May 2023 ebiquity
Slide 2: Presenters and agenda
With you toda Nick Waters Global Chief Executive Officer Mark Gay Chief Client Julia Hubbard Chief Financial Officer (Sy Susanne Elias Chief Delivery Officer Paul Williamson Managing Director Americas in media inve: Ruben Schreurs Group Chief Product Officer e Leela Nair Managing Director APAC v v C
Slide 3: Context
Nick Waters Global Chief Executive Officer Context ebiquity
Slide 4: US$900bn global media spend; top 100 advertisers target
US$900 bn Total spend worldwide by brands buying media to advertise (Source: eMarketer) May 23 ~ US$1 oOo bn Our primary target customer - the world's top 100 advertisers >20% waste and inefficiency (biquity estimates) investments and 4 Ebiquity ~ World leader in media investment analysis
Slide 5: Complexity creates opportunity
Complexity creates opportunity Top 3 factors contributing to increased complexity (% of marketers) 72% Increase in different transaction © methods for buying media 91% oy Increase in number of media of marketers agree the 65 % channels industry has become increasingly complex 63% Walled Gardens 5 Eb
Slide 6: Advertising technology landscape (LUMA)
© LUMA Partners LLC 2022 Agencie Agency DSP Exchange Ad Sharing s Trading s s Horizont Networks Data Desks al / Social Tools Video / Rich SSP Media s M P Vertical / Custom U A Publishe Creative Media DMPs and r B R Optimizatio n Planning and Attribution Data Aggregators Targeted Networks / Tools L K
Slide 7: Advertising budgets are wasted
7 >) bn of $ in advertising budgets are wasted Lack of governance, transparency and accountability Advertisers require independent analysis and advice >) Hugely dynamic market Ebiqui leader in media investment analysis and controls are to eliminate waste and create
Slide 8: What we do
8 What we do Data management - intelligence for the media buying and marketing industry Independent, fact based advice delivered thro . . four Service Lines Analyse media buying data 3 o/s tat The right media models, objectives, operations and tech processes for your business Identify waste, ineffic
Slide 9: Market authority through scale of data pools
») Market authority through scale of data pools - ~$100bn, including ~$7bn digital, >1.5tr impressions analysis of 110 countries; experts in-market representing 80% of global ad spend ») Client roster - >75 of the world’s largest advertisers ») Innovation — CO2 emissions, harmful disinformation, Con
Slide 10: Clients - develop higher value strategic relationships
Clients - develop higher value strategic relationships productized digital services, innovation for newly Y critical channels increase automation, transform operating model Objectives Geography - accelerate growth in North America and Asia Pacific 10. —_Ebiquity jer in media investment anal
Slide 11: Develop relationships at more senior client levels
Develop relationships at more senior client levels Increase number of clients buying 2 or more Service Lines Expand geographic relationships estmen @ LOREAL VOLKSWAGEN amazon MARS Cp™one VISA S SNestis =Q)vodafone SONY GolvenaGohnson STELEANTIS ze LVMH jai FERRERO avat YeineKen €XD¥s5¢ verizon’ Aela
Slide 12: 2022 revenue £6.4m digital solutions
2022 revenue £6.4m 31Dec 31Dec 31Dec 2020 2021 2022 # clients buying 1 or more products from the new digital solutions tel portfolio 10 28 SS K( . dan Volume of digital advertising analysed on the platform - impressions O1trn 0.64 trn 1.4 trn ¢ Value of digital advertising analysed on the platform -
Slide 13: Capturing the opportunity: automating for efficiency
Capturing the opportunity Automating for efficiency gains Data Management Platforms 3 Ebiquity - World leader in media investment analysis & Media Data Vault for digital media — enriching with more data from more sources to create more value GMP365™ - to transform processing and delivery of core tra
Slide 14: Share of global ad spend vs Ebiquity revenue by region
5% of global ad spend 40% of Ebiquity revenue USA 39% of global ad spend 18% of Ebiquity revenue Source: eMarketer 2022 EUROPE 14% of global ad spend 30% of Ebiquity revenue ASIA PACIFIC 34% of global ad spend 12% of Ebiquity revenue
Slide 15: Financial model
Julia Hubbard Financial model ebiquity
Slide 16: Growth and margin enhancement: revenue model
Growth and margin enhancement Robust revenue model delivering strong growth momentum Robust Revenue model Acquisitions to accelerate strategy: Growth in all regions and Service Lines Strong focus on major clients High repeat rates, leading to highly recurring revenue Date i ter Q1 2020 Digital d dig
Slide 17: Growth and margin enhancement: operating margin
Growth and margin enhancement Operating margin improvement with further medium term progress 2022 *operating margin increased from 7% to 12%, with further opportunity over the medium term: » Focus on quality revenue » Improved revenue mix - digital » Geographical scale *Operating *Operating margin %
Slide 18: £30m RCF facility and net debt
> £30m facility RCF 3-year loan to March 2025, extendable by 2 years 31 December 2022 net debt £9.1m * Post year-end Digital Decisions earnout settlement totalling £16.1m of which cash element was £6.1m * Significant facility headroom remains Full compliance with covenant tests Ebiquity — W der in m
Slide 19: Productised digital services
Productised digital services W ’ , Ruben Schreurs i VA % Group Chief Product Officer e e - ; ie ebiquity
Slide 20: Digital Decisions acquisition and leadership
Joined Ebiquity through acquisition of Digital Decisions in 2020 C) 9 —) ——, Upfront 600K GBP, deferred consideration 16M GBP Now significant shareholder Committed to next phase of growth and efficiency, executing transformation
Slide 21: Global digital and traditional ad spending
Global Digital and Traditional ad spending (bn of USD) Digital increasingly a priority for brands vs linear 59.3% 67.1% 73.8% ») media >) High relative complexity and wastage in digital $600 $400 $200 ») Fast emerging channels such as Connected TV and Retail Media $- 2020 2021 2022 2023 2024 2025 20
Slide 22: Digital revenue growth 2021-2022
2021 2022 ES » £1.0 million a> — ) £3.7 million revenue <> »£6.5 million revenue ) Margin of over 50% ) Margin of over 50% Leading position for Ebiquity in market, pioneering in critical areas THE WALL STREET JOURNAL. CSRD and SEC regulation. Ads Often Run on Websites That Come Not nice-to-have, but
Slide 23: Data as our most valuable asset
Data as our most valuable asset The Media Data Vault $12bn spend 2.6T impressions 237 clients 98 markets 23 Ebiquity - World leader in media investment analysis ») Rich current data for unparalleled intelligence Competitive moat and high stickiness Foundational asset for forecasting, ML and Al plans
Slide 24: Media Data Vault dashboard
& Media $12.02bn Data Total Spend 2.56T impressions Vault Client (+ for channel) Spend (USD) Dataset Year, month All Consumer Prod.. Fashion & Beauty Total Ebiquity | Media Data Vault orld leader in media investment anc $972,973,143.25 $701, 16,827.42 3,709.04 $242,295,146.02 $239,524,261.05 $225,21
Slide 25: Media Data Vault: channel and source
Media Data Vault Spend (USD) by month and client Channel and source Spend (USD) © Programmatic | $3,061.790,637.59 Dataset Oo SoM DVv360 $1,860,865,270.94 C1 syne TID $435,131,323.34 Yahoo $291 820,656.55 pes Verizon $106 896,386.37 en Amazon $106,171,836.56 Adform $105,005,647.30 Xandr $37,372,212.
Slide 26: Media Data Vault: sector spend
Media Data Vault Spend (USD) by month and client Sector, sub-sector and client Spend (USD) Dataset 3 FMCG $2,775,036,841.29 0 som Snacks $1,106,361,544.42 C1 sync Conglomerates $977,425,300.51 Alcoholic Beverages $476,030,522.25 Yerecnnt Cereals $63,409,625.42 a) Soft Drinks $41,800,734.86 Other $40
Slide 27: Value opportunity identified by market
Region. Market All € 666.30M Total Value opportunity identified (EUR) 12/1/2022 Channel @Direct Buys @GDN @ Paid Sea @Paid cial @ Programmatic @ Value Opp % 30% 40M €30M 37h = 7 ] & 5913 € 1030M a 3 g & e554 €2003M 36.14% 8 ° 3 e201 3 = x 20% €10M il ebiquity €490M Total €3,156.74M € 666.30M. Analyz
Slide 28: Accelerate Growth in North America
Accelerate Growth in North America Managing Director Americas ebiquity
Slide 29: Share of world advertising spend 2023
Share of World Advertising Spend 2023 Total US spend $354bn >) of global total >) of global digital >) 175 U.S. advertisers spend Source: eMarketer
Slide 30: Digital growth 8-10% going forward
in 2023, growing at 8-10% going forward 46.6% ot) a ‘in| Duopoly - share of G OQ Meta 30 Ebiquity Id leader in media investment analysis
Slide 31: CTV and retail media growth
in 2023, growing at 8-10% going forward $40 $35 $30 $25 $20 $15 $10 $5 $0 U.S. CTV Media Digital Ad Spend: $bn 25% 20% — 1S% 10% 5% 0% 2022 2023 2024 2025 2026 mmm CTV % change ——=% of digital CTV spend, fastest-growing in 2023 Share of spend: MU!U GBYoulube Roku Source: eMarketer 31 Ebiquity -\ in
Slide 32: Successful integration of MMi
Successful integration of M gm GEICO. Integration Success Single, strengthened management team Operating as one company Integrated client teams as accelerated our growth & develop AT&T @® Toyota AMGEN 6 Business Impact Expanded client roster Over achievement of synergy goals Moved to profitability l
Slide 33: MMi acquisition as an accelerator
MMi acquisition as an accelerator The most comprehensive, independent, & trusted media investment partner in North America Full media market coverage, scale and expertise 19 of the 25 leading comcast SAMSUNG Expedia = S ater cn: @ @ Walmart \Y Boehringer => ill Ingelheim SUBARU advertisers in the U.
Slide 34: Growth opportunity
34 Growth Opportunity Market size, Digital scale and Complexity drive our growth strategy ° EBQ clients represent only 10% share of 10% total market wv m _ nel c q S Ad Ebiquity - World leader in media investment analysis Digital is of U.S. spend Average Digital Wastage Potential Annual Digital Valu
Slide 35: Scale, innovation, data and acquisitions
Scale: add volume for core services; emphasis on digital & operational efficiencies Innovation: accelerate development of new solutions across critical channels Consideration of strategic acquisitions to accelerate Data: access new data enabling new solutions 35 Ebiqui der in media investment is ebi
Slide 36: Growth drivers
we. Rai Organic client growth New client acquisition Operational efficiencies New solutions for emerging channels
Slide 37: Accelerate Growth in Asia Pacific
Accelerate Growth in Asia Pacific Managing Director APAC ebiquity
Slide 38: World population and GDP growth share
2023 World's Population 2023F Share of World GDP Growth Rest of the world China 1,445 India 1,419 USA ME 336 Indonesia 282 Pakistan 233 Millions Source: IMF Projections, May 2023
Slide 39: 2023 advertising spend projections
2023 Advertising Spend Projections (USD Billion) $400 $350 $300 $250 $200 ] $150 ] $100 $50 | | mn $0 — || North America Asia-Pacific Western Europe Central & Eastern Latin America, Europe wurce: eMarketer, March 202 Source: eMarketer jer in media investment an Middle East & Africa Top 5 Countries,
Slide 40: Digital ad spending penetration by country
Source: eMarketer China Taiwan South Korea Singapore Japan Thailand Malaysia Hong Kong India Indonesia Vietnam Philippines Digital Ad Spending Penetration, by Country 2023, % of total media ad spending 83.6% 58.6% 55.4% 44.6% 43.1% 2% 38.1% 35.5% 34.3% 32.0% 4% w 2 w ~~ 29.3%
Slide 41: Digital wastage 15% to 48% of spend
Across our clients, we see ineffici m 15% to 48% of spe In 2022: Average improvement in digital Potential Wastage efficiency for advertisers Source: *Ebiquity wastage percentage applied to eMarketer quoted digital spend
Slide 42: Efficiency and ROAS improvement
of digital ad spend of ad spend r= @ iazade 6 ed gue improvement in ROAS Source: Ebiquity client base value opportunity
Slide 43: Top advertisers in China, India, Indonesia
‘op 20 Advertisers in Chi 1 2 P&G + SKIl L'OREAL UNILEVER MARS MEAD JOHNSON NUTRITION (RB) LVMH + TIFFANY & CO MONDELEZ APPLE YUM! BRANDS ESTEE LAUDER PEPSICO Top 20 Advertisers in India 1 2 3 4 5 6 7 8 HINDUSTAN LEVER LTD RECKITT BENCKISER (INDIA) LTD. COCA COLA INDIA LTD THINK & LEARN PVT LTD CADB
Slide 44: Asian advertiser logos
oom) Onn Ws EDB: &% — samsunc SINGAPORE HUAWEI]! PTHM SAMPOERNA Tk (é + ® ~ Singapore SIN H zx oe TOMRISH NES a wise OAR Lenovo Skt "S Zespri maxis (700 RESIDENG KIWIFRUIT
Slide 45: 2000+ advertiser potential
2000+ advertiser potential TCL 0% 70 $648 Bai Sse 60 _ s Tencent fil 60 1.4 billion people wens 3 » wwelbo.com 2 @ 30 a 2 20 10 $5B Oppo GF AIR EHINA m9 Haier. = JD.COM
Slide 46: High growth markets
High Growth Markets ww Asian Brands G Digital First Solutions China
Slide 47: Value proposition — case study
Value proposition — case study \ Mark Gay j Chief Client Officer e e ebiquity
Slide 48: High value strategic clients
2020 2022 2023 (=I # High Value Strategic 7 28 | 60+ = Clients 2022 Ebiquity Revenues as % Media Spend 2x High Value Strategic Clients All other client average 2020 2021 2022 all Number of clients buying 58 76 97 2 or more service lines Revenue Index vs All Client Average 14x 10x Ax : x = L| 1Servic
Slide 49: Case Study — Our Value Proposition
Case Study — Our Value Proposition >US$300M S+ 28 Years as a strategically Markets in scope managed account Tangible value realised Business impact Throughout our partnership, we have: After 5+ years of working as an extension of their media team, we have » Strengthened media operations through expe
Slide 50: Automating for efficiency
Automating for efficiency hy r v Chief Delivery Off icer ebiquity
Slide 51: Improving efficiency through technology enablement
») Improving efficiency through technology enablement Provision of core services via GMP365 » Agency selection, ValueTrack, Benchmarking
Slide 52: Improved service
Improved Service quality g G Faster turnaround times wy Enhanced responsiveness FY Increased reliability and trust
Slide 53: GMP365
GMP365°
Slide 54: Summary
Summary ebiquity
Slide 55: Summary of key points
55 » Large and increasingly complex global media market creates based on analysis of large and growing data sets * Potential application of ML and Al » Blue chip roster of global and national clients » Continued priority of productised for new channels and opportunities » Increased and scaling oppor
Slide 56: Together.
Together. =