Prosiebensat.1 Media Se · XETR:PSM
Prosiebensat.1 Media — Investor Day (December 2017)
23 slides from Prosiebensat.1 Media's investor day presentation, Dec 6, 2017
Slide 1: Data, AdTech & Addressable TV
Capital Markets Day – December 6, 2017 ROUNDTABLE PRESENTATIONS DATA, ADTECH & ADDRESSABLE TV Christof Wahl, Dr. Jens Mittnacht
Slide 2: Large additional potential for Addressable TV
LARGE ADDITIONAL POTENTIAL FOR ADDRESSABLE TV … ATTRACTING DECENTRAL, NICHE, AND PERFORMANCE BUDGETS MARKET POTENTIAL [2016, in EUR bn] Attracting new budgets ADDRESSABLE 3.1 TV 1.7 0.8 Decentral Niche branding Performance- driven Addressable TV Potential Note: Based on Nielsen data and P7S1 own est
Slide 3: On top of linear TV without cannibalization
… ON TOP OF LINEAR TV WITHOUT CANNIBALIZATION DRIVING NEW TV MARKET GROWTH HOW WE PREVENT CANNIBALIZATION P7S1 TV GROWTH POTENTIAL UNTIL 2022 Focus on new TV advertisers Focus on new TV advertising budgets Establish intelligent pricing model to prevent loss of monetization of wastage 2017 Linear Add
Slide 4: We foresee a significant potential pricing upside
WE FORESEE A SIGNIFICANT POTENTIAL PRICING UPSIDE DRIVEN BY GRANULAR ADDRESSABLE TV TARGETING 3x–10x Expected realizable pricing upside dependent on granularity of target group 46
Slide 5: General principle of our Addressable TV roadmap
GENERAL PRINCIPLE OF OUR ADDRESSABLE TV ROADMAP OUR INITIATIVES IN DIGITAL PAVE THE WAY FOR ADDRESSABLE TV Step 2: Transfer digital skills to Addressable TV Step 1: Digital excellence 47
Slide 6: Five key enablers for Addressable TV
FIVE KEY ENABLERS FOR ADDRESSABLE TV DATA / 1 AD FORMATS 2 TARGETING PROGRAMMATIC 3 BOOKING 4 MEASUREMENT PERFORMANCE 5 MINDSET 48
Slide 7: Independent Addressable TV due to HbbTV
AD FORMATS 1 INDEPENDENT ADDRESSABLE TV DUE TO HBBTV COOPERATIONS AND PARTNERSHIPS AS LEVER FOR ADDITIONAL POTENTIAL Addressable TV reach 11.5m FURTHER EXPECTED HBBTV ADDITIONAL POTENTIAL TV DEVICES VIA ADRESSABLE VIA GROWTH HBBTV CO-OPS 49
Slide 8: Our Addressable TV ad formats
AD FORMATS 1 OUR ADDRESSABLE TV AD FORMATS LEVERAGING MAINLY HBBTV TECHNOLOGY SWITCH-IN BRANDED RED BUTTON FULL SPOT OVERLAY Partial HbbTV overlay ad on top Partial HbbTV overlay ad on top Full overlay of an existing linear of TV content in the event of a of an existing linear TV TV commercial, e.g.
Slide 9: Our SwitchIn format attracts new advertisers
AD FORMATS 1 OUR SWITCHIN FORMAT ATTRACTS NEW ADVERTISERS ESPECIALLY CUSTOMERS WITH DECENTRAL TARGET GROUPS BOOK ADDRESSABLE TV C&A Bonn Lotto Bayern (Bavaria) Gamescom Cologne 51
Slide 10: We are working on offering full spot overlays
AD FORMATS 1 WE ARE WORKING ON OFFERING FULL SPOT OVERLAYS SUCCESSFUL TEST WITH HBBTV 1.5 HBBTV PENETRATION We initially aimed to overlay full TV SmartTVs supporting HbbTV in Germany [in %] commercials with targeted ads just with HbbTV 2.0 HbbTV 1.0 HbbTV 2.0 HbbTV 1.5 We are testing a solution to o
Slide 11: Successful live tests of full spot overlay
AD FORMATS 1 SUCCESSFUL LIVE TESTS OF FULL SPOT OVERLAY WITH MEDIA MARKET AND JOHNSON & JOHNSON VIA HBBTV 1.5 Linear broadcast TV Addressable TV commercial by 53
Slide 12: We are extending our TV targeting capabilities
DATA/TARGETING 2 WE ARE EXTENDING OUR TV TARGETING CAPABILITIES PLANNING TO OFFER CROSS-DEVICE TARGETING IN 2018 IP-BASED Decentral and weather targeting based on the TV’s IP address PREDICTIVE Targeting of attractive target demos (e.g., Singles, Families, 50+, BEHAVIORAL high net income) based on T
Slide 13: We collect very broad & deep targeting data
DATA/TARGETING 2 WE COLLECT VERY BROAD & DEEP TARGETING DATA … COMBINING VALUABLE PROPRIETARY DATA WITH EXCLUSIVE DATA PARTNERS P7S1 digital data Exclusive partnerships HbbTV data DOOH Beacon NEW PLANNED One data management platform 55
Slide 14: Building attractive segments in digital
DATA/TARGETING 2 … OF WHICH WE BUILD ATTRACTIVE SEGMENTS IN DIGITAL TARGETING OF 20+ PERSONAS AND 115+ INTEREST GROUPS PERSONAS Exemplary INTERESTS Exemplary 20+ 115+ Business Partner Sport Enthusiast Fin/Insurance • Car Financing Millenials & Digital Natives • Gas Change • Electricity Change Luxury
Slide 15: Our new HbbTV news portal as source for data
DATA/TARGETING 2 OUR NEW HBBTV NEWS PORTAL AS SOURCE FOR DATA NEW HBBTV RED BUTTON New HbbTV Red Button portal PORTAL will offer a lot of complementary news content on the TV set By tracking its usage, we’ll learn about the interests from each TV household (e.g., sports, fashion, business) HbbTV por
Slide 16: New Log-in Alliance expands registration base
DATA/TARGETING 2 NEW LOG-IN ALLIANCE EXPANDS REGISTRATION BASE ENABLING AND PROTECTING FUTURE TARGETING PRODUCTS LOG-IN ALLIANCE Initial reach of 45m users across founding partners One login New open log-in standard – angemeldet bleiben open for further partners Enabling essential digital business m
Slide 17: Our vision: Addressable TV based on digital data
DATA/TARGETING 2 OUR VISION: ADDRESSABLE TV BASED ON DIGITAL DATA EXAMPLE: RETARGETING OF FLACONI VISITORS ON TV Full spot overlay Interest data, e.g., Perfume Cross-device match (e.g., via IP address) 59
Slide 18: We acquired our own AdTech street
PROGRAMMATIC BOOKING 3 WE ACQUIRED OUR OWN AD TECH STREET ENABLING BEST-IN-CLASS PROGRAMMATIC ACCESS TO OUR AD PRODUCTS ADTECH PRODUCT HOUSE INDEPENDENT, SECURE, INNOVATIVE BUY-SIDE (DSP) SELL-SIDE (SSP) Advertiser Publisher Programmatic Exclusive media access & data products AUDIENCE DATA (DMP) 60
Slide 19: We drive exclusive programmatic innovation
PROGRAMMATIC BOOKING 3 WE DRIVE EXCLUSIVE PROGRAMMATIC INNOVATION EXCLUSIVE PRODUCTS ON ACTIVE AGENT, PLUS NEW PARTICIPATION IN BUZZBIRD EXCLUSIVE MEDIA AND DATA PRODUCTS THAT WE MAKE PROGRAMMATICALLY AVAILABLE PROGRAMMATIC PROGRAMMATIC PROGRAMMATIC PROGRAMMATIC BRANDED DATA DIGITAL OUT-OF-HOME ADDR
Slide 20: Investment into Buzzbird
PROGRAMMATIC BOOKING 3 INVESTMENT INTO BUZZBIRD MAKING INFLUENCER MARKETING SCALABLE, MEASURABLE, AND PLANNABLE Sales/ Influencer category Platform Leading influencer marketing platform Top influencers 1% Professional Platform to make influencer marketing 10% influencers / scalable, measurable, and
Slide 21: AdClear provides attribution technology
MEASUREMENT 4 ADCLEAR PROVIDES ATTRIBUTION TECHNOLOGY MEASURING TV AD IMPACT WITHIN THE TOTAL CUSTOMER JOURNEY Customer journey tracking & attribution Linear TV Video Search First attribution solution w/ access to HbbTV data! Addressable TV Display banner Purchase Note: AdClear transaction signed, c
Slide 22: esome complements our ad sales portfolio
PERFORMANCE MINDSET 5 ESOME COMPLEMENTS OUR AD SALES PORTFOLIO ADDING LOWER-FUNNEL PERFORMANCE CAPABILITIES MARKETING FUNNEL Awareness Interaction Transaction (CPM) (CPV, CPA) (CPO, CPL) NEW 2018: KPI-driven Addressable TV Note: esome transaction signed, closing expected in Q1 2018 CPM: Cost per Mil
Slide 23: Disclaimer
DISCLAIMER This presentation contains "forward-looking statements" regarding ProSiebenSat.1 Media SE ("ProSiebenSat.1") or ProSiebenSat.1 Group, including opinions, estimates and projections regarding ProSiebenSat.1's or ProSiebenSat.1 Group's financial position, business strategy, plans and objecti