Yougov Plc · LSE:YOU
Yougov — Investor Day (2023)
63 slides from Yougov's investor day presentation, 2023
Slide 1: Living Consumer Intelligence
Living Consumer Intelligence | yougov.com
Slide 2: Forward-looking statements
This presentation contains forward-looking statements that reflect YouGov's current views with respect to future events and financial and operational performance. These forward-looking statements are based on YouGov’s beliefs, assumptions and expectations regarding future events and trends that affe
Slide 3: Today's speakers and contents
Today's speakers Contents YouGov Stephan Shakespeare, CEO Charlotte Brady, Sarah Francis and Charlie Taylor, 01 Platform strategy p.4 Product Directors Stephan Shakespeare, CEO 02 Strategic ambitions p.18 Alex McIntosh, CFO 03 Market landscape p.23 Jason Sanchez, Strategy & Insights Riot Games 04 Cl
Slide 4: Platform strategy
- | Platform strategy -=—
Slide 5: Platform strategy
Why our Platform will win over the competition Where YouGov sits in the market research landscape How we will continue our growth trajectory How we will measure our success going forward
Slide 6: YouGov is the pioneer of online market research
Platform strategy 6 YouGov YouGov is the pioneer of online market research Before After YouGov YouGov Online research delivers the most accurate & reliable data Online polls were considered “quick & dirty” Polling was inaccurate We achieved a 1% average rate of error Tracking studies were monthly at
Slide 7: YouGov is still the industry-leading pioneer
Platform strategy 7 YouGov’ YouGov is still the industry-leading pioneer We led on using ML-driven analytics (e.g. MRP) and we now offer the ideal source data with the required characteristics for the next phase of Al: non ro) Je) €7 Y f ls) Genuinely Continuously Multi-level Combining ected updated
Slide 8: YouGov is in the best position to deliver the connected solutions clients need
Platform strategy 8 YouGov YouGov is in the best position to deliver the connected solutions clients need Industry problem YouGov's view YouGov's solution Our industry is dysfunctional because it is @ Only highly engaged panels produce @ Further improve and deepen panellist fragmented connected and
Slide 9: The YouGov Platform architecture
Platform strategy 9 YouGov The YouGov Platform architecture m x xe} @O = + rs) io) no oO » =x co) => suwiayshs Yoel / seoejse}u]
Slide 10: The YouGov Platform is a virtuous circle
Platform strategy 10 YouGov Public The YouGov Platformisa seter products and services virtuous circle providing mutual benefit to the public, members, and clients bata demonstates valu Expands public data Acquire and retain members Clients Members Faster and better data Rewards and transparency
Slide 11: Public Data
Platform strategy 1 YouGov’ u i Pp i Cc Public Data For Business =D GD GD C2 “fishiSunsk —Sandtracking_Kei'Starmer_Popularchrties Famous people Ever-expanding me ee encyclopedia of opinion, with over 30,000 rated entities to be explored, freely available to everyone
Slide 12: The Public Portal is key to becoming universal infrastructure of trusted data sharing
The Public Portal is key to becoming the universal infrastructure of trusted data sharing Accurate, engaging research that is freely available drives our public commitment to a democratic mission Organic growth in member base through brand awareness, reputation, rewards and social value Demonstrates
Slide 13: Client portal
&) Mprsare ¥ Welcome back, Stephan! ~_— 100 © ee Check a client survey 2 1000 In-depth Insurance interview with research YouGov 5000 50.000 ean | | pameteeer arn mere ebout you Beles 399 “loads avera9¢
Slide 14: One member portal. Many ways to engage.
YouGov Platform strategy 14 One member portal. Many ways to engage. YouGov Chat YouGov FreeWall Benefits of aMember Portal to YouGov: @ Enables innovative panel YouGov Panel recruitment pathways, lowering acquisition cost @ Builds trust through integration and automation, driving ongoing data-sharin
Slide 15: Platform products
Platform ome tig dane Prtieette > sanandorine > REESE ‘Your products Surveys Profilesiite ndincex tite " ‘Suggested products, Profiles Brandindex crunch Finance (c)) Cc) c=») Cc»)
Slide 16: Platform powered by three user groups
Platform strategy 16 YouGov Public Portal The YouGov Platform is powered by three user groups interacting asa virtuous circle Client Portal Member Portal
Slide 17: The Platform addresses top industry trends
Platform strategy 7 The YouGov Platform addresses the top trends impacting the industry and will drive increased usage YouGov Faster delivery Speed driven by automation and enabled by CenX Importance of quality Integration with existing panel and syndicated data ensures quality standards maintained
Slide 18: Strategic ambitions
Strategic ambitions
Slide 19: Strategic ambitions
Strategic ambitions 19 • • • • • • • • • • •
Slide 20: Progress on FYP2 targets (FY19-23)
Strategic ambitions 20 Progress on FYP2 targets (FY19-23) Double Revenue (£m) CAGR: 17% va 221.1 169.0 152.4 | | 131.4 FY19 FY20 FY21 FY22 HY23 Double Operating Profit Margin +290bps a. ay, 16.8% 15.1% 14.3% 13.5% | | FY1I9 FY20 FY21 FY22 HY23 YouGov 30% EPS CAGR CAGR: 28% a 7p 21. KE 19.2, 18.1p P
Slide 21: We want to be the world's #1 market research company
We wantto be the world’s #1 market research company by becoming the universal infrastructure of trusted data sharing :
Slide 22: Becoming the universal infrastructure of trusted data sharing
Strategic ambitions 22 Becoming the universal infrastructure of trusted data sharing is key to our ambition Our social mission to make people's opinions heard for the benefit of the wider community underpins the quality of our data, producing sustainable social value YouGov Benefits to the public: @
Slide 23: Market landscape
- | Market landscape
Slide 24: YouGov operates in the established research segment
Market landscape 24 YouGov YouGov operates in the established research segment of the market which is dominated by online data collection Global market research industry breakdown, ESOMAR 2021 49% ~5% yoy growth Established research 24% ~5% yoy growth YouGov aiovia Reporting and other Porting KANTAR
Slide 25: Ample opportunity for the US to be a key growth driver
Ample opportunity for the US to be a key growth driver in the medium term given low current YouGov penetration UU HU PS O "aaa
Slide 26: Increasing automation and in-housing of research
Market landscape 26 YouGov Increasing automation and in-housing of research is accelerating certain trends in the industry Faster delivery Real-time insights into consumer attitudes and behaviour are becoming a must-have, nota luxury Importance of quality Quality of insights generated has become par
Slide 27: Decision factors for partner/supplier selection
Market landscape 27 YouGov Decision factors for partner/supplier selection (buyer) Data quality client's choice of market research r om supplier vnnstvetonrencto ene Thought leadership 7 A1% @ Quality, cost and speed are the most important Use of technology in research and analysis factors that clie
Slide 28: Market research process
Surveys supplier needed — online and offline Create questionnaire Sampledesign Scope & procurement L required Panel Design project Program survey Done by internal teams or in conjunction with a Done by internal teams or in conjunction with a QA & finalise Topline data Data cleaning survey & reports
Slide 29: Market research competitors landscape
Market landscape Market research competitors landscape 29 Full service research YouGov KANTAR <*> Nielsen & GFIK Syndicated data YouGov Profiles YouGov Brandindex GWI. Savanta I-l The Harris Poll M MORNING CONSULT Survey solutions YouGov Surveys Coed . SurveuMonkeu qualtrics™ © quantilope Ey A Typef
Slide 30: Why the YouGov model
Why the YouGov model YouGov differentiates itself from the other industry players using its unique combination of panel, data and tools
Slide 31: Client testimonial
- Client testimonial
Slide 32: Riot Games
Nemes YouGov
Slide 33: Who is Riot Games?
Who is Riot Games? RIOT GAMES
Slide 34: We aspire to be the most player-focused game company
“We aspire to be the most player-focused game company in the world.” RIOT GAMES
Slide 35: We bring award-winning entertainment to our fans
We bring award- winning entertainment to our fans. RIOT GAMES
Slide 36: What It Means to Be Player-Focused
What It Means to Be Player-Focused Puts Players First Exceeds Expectations Makes Games Worth Playing Invests in Ecosystem Tells Great Stories Is Trusted and Loved RIOT GAMES
Slide 37: Quality, Value, Just Make It Easy
Quality Value Just Make It Easy RIOT GAMES
Slide 38: Why YouGov? Much wow!
Why YouGov? Much wow! RIOT GAMES
Slide 39: Riot Games use cases with YouGov
with Brand & IP Tracking Event/Activation Performance Competitive Benchmarks Esports Viewers Insights Market Segmentation Entertainment Audience Product Demand Sizing Audience Insights Corporate Sponsorships Game-Specific Needs RIOT GAMES
Slide 40: Key markets and segmentations
“Popular” Industry 11 key markets Segmentations 81 unique market profiles BizHealth Core Gamer 8 global macro- Segmentation segments RIOT GAMES
Slide 41: Make the Value Obvious
1. Make the Value Obvious 2. Don’t Sacrifice Quality 3. Advanced Data Needs 4. Don’t Be Shy, Be Proactive RIOT GAMES
Slide 42: Thank You!
Thank You! RIOT GAMES
Slide 43: Growth plan
Growth plan
Slide 44: Growth plan
x Oo x x Enterprise Sales @ Syndicated Data Products Research (Custom and Data Services) Digital Sales @ YouGov Platform (launch to clients in May 2023) 2 Gd ap P Greenfield Opportunities @ New products OQ mea @ Adjacent products
Slide 45: Dual-pronged GTM strategy
Growth plan 45 YouGov Enterprise Sales 100+ sales team split between new business and account management Partnering with our researchers to deliver high-value, strategic insights Dual-pronged GTM strategy to ensure we capitalise on the market opportunity Experts in the use of the YouGov Platform for
Slide 46: Research process steps
Procure Data collection sample & cleaning Discover Scope Analysis VY UY VY Cas VY VY UY VU VY Explore Design Fielding Topline data survey & reports
Slide 47: Current YouGov Client Journey - Enterprise Sales
Growth plan 47 YouGov Current YouGov Client Journey - Enterprise Sales = od wll Pre-sales During project Project delivery iv) YouGov sales and account management © Work with researchers to design the @ _ Data is delivered by Crunch dashboards teams contact clients or vice versa survey questionnaire
Slide 48: Significant potential to grow existing business lines
Significant potential to grow our existing business lines remains untapped Grow in underpenetrated Shift fast-turnaround research sectors and industries adjacent onto self-serve Platform to established sectors ' Target longer-term, strategic Grow the number of new subscribers tracking projects Incre
Slide 49: New Digital Sales Customer Journey
Growth plan 49 YouGov New Digital Sales Customer Journey = od wll Pre-sales During project Project delivery (v} Clients discovers YouGov online (v} Client designs the survey independently or (v} Data is delivered via Crunch through digital marketing campaigns with the help of CenX-based researchers
Slide 50: Building a long tail of users on the self-service platform
We can build a long tail of users on the new self-service platform Transition proficient researchers and active users of Omnibus onto YouGov Surveys, our self-service survey tool Raise awareness of the YouGov Platform through selective marketing in areas of greatest ROI Establish a customer success
Slide 51: Greenfield opportunities will contribute to core growth plan
Growth plan YouGov Several greenfield opportunities will contribute to the core growth plan Q Newer Products © Data Slices Drive uptake of point-in-time snapshots of Brandindex and Profiles data * Highly accretive to margins * Effective way to introduce non-subscribers to YouGov data © YouGov Safe ©
Slide 52: Principles guiding the operational plan
Growth plan 52 YouGov Several principles will guide our operational plan: @ Increased focus on maximising the opportunity with our existing clients e Del ivery of the growth © Expand our client base to scale the business and increase e e avenues for future growth plan will require us to e © Educate
Slide 53: Financials
O06 Financials
Slide 54: Revenue and adjusted EPS
Revenue£m 224 136.5 131.4 ria pris Fry previ. Fra FY FY22.HIFY2a Adjusted basic EPS 23.1p 21.7p 18.1p 19.2p 15.0p 11.5p 6.2p 4.8p 3.0p 3.5P Fri FIs Fig FYIT. FYIB FVIQ. YO. FY2 FY22 MIFYZ9 Revenue by region (H1 FY23) \ a Revenue by sector (H1FY23) ‘ a! UK "Americas = Mainland Europe = Middle East =
Slide 55: Revenue by customer size
Revenue % by Customer size (LTM H1 FY23) <£200k >£1m revenue > — revenue 4A% 30% >£200- >£500k-Im 500k revenue revenue 1% 15% # of clients by revenue size mee 4000 ¥ <£200k rae VA 7 eee % >£200-500k 14 +46% 78 seso0kim RS? 70% som QR 2 275% 12 oO 50 100 150 @LTMHI1FY23 FYI9 Examples of revenue devel
Slide 56: Revenue backlog and client cohort analysis
Revenue backlog at start of FY as % of revenue achieved 36% 36% 31% 33% Jul-19 Jul-20 Jul-21 Jul-22 Client cohort analysis _ FYI7 FYI8 FYI FY20 FY21 FY22 FYI7or prior = MFYIS. FYI. MIFY20.-—MFY21 Fy22
Slide 57: KPIs to monitor progress of the growth plan
s7 YouGov Several KPIs will be essential to monitor progress of our new growth plan “él Data Products Current Renewal rates >80% Number of subscriptions ~2000 [ a) Cr Research Platform Current Current comers 58 tetsu -200 wot revenue from A5%+ Avprage transaction ~£950
Slide 58: Targets for the new strategic growth plan
Financials 58 YouGov Targets for the new strategic growth plan remain ambitious Mid-term margin considerations: Medium-term Revenue £500m @ Technology investment on current and new products Panel development to meet client demand Marketing spend to raise awareness of the YouGov Platform Ramp-up of C
Slide 59: Clear strategy to realise long-term ambition
Financials 59 YouGov YouGov continues its growth journey with a clear strategy to realising its long-term ambition eee complementary bolt-on M&A Scale newer products Drive greater volumes through the YouGov Platform Increase Expand share penetration in key of wallet with regions through existing cli
Slide 60: Conclusion
Conclusion
Slide 61: YouGov is in the best position to deliver connected solutions
Conclusion 61 YouGov YouGov is in the best position to deliver the connected solutions clients need Industry problem YouGov's view YouGov's solution Our industry is dysfunctional because it is @ Only highly engaged panels produce @ Further improve and deepen panellist fragmented connected and qualit
Slide 62: Q&A
Slide 63: Living Consumer Intelligence
Living Consumer Intelligence | business.yougov.com YouGov, 2021, all rights reserved. All materials contained herein are protected by copyright laws. Any storage, reproduction or distribution of such materials, in whole or in part, in any form without the prior written permi ssion of YouGov is prohi