The power of television

Transcription

1 The power of television Capital Markets Day October 13, 2016 New Customer Offerings Sabine Eckhardt

2 SevenOne AdFactory evolved to a unique key differentiator for P7S1 +7 % CAGR 1) Today media + TV special ads campaigns Content Marketing TV special ads Individualized TV ads e.g. Cut-Ins/splits Sponsorings Individualized TV ads e.g. Cut-Ins/splits Sponsorings Innovative and smart bundling of ad concepts Full Content Marketing value chain offering 360 1) Revenue growth FY 2009 FY 2015 Source: SevenOne Media, SevenOne AdFactory 2

3 SevenOne AdFactory further targets to support P7S1 ad sales 1 Secure key advertisers loyalty and relationships 2 Generate new advertising sales and acquire new advertisers 3 Strengthen TV position in media mix 4 Attack print budgets 5 Retain innovation leadership in sales 3

4 with a proven track record of ad sales impact 1 52% 1) of our top advertisers maintained or increased their special ad share 2 Every 5th 2) P7S1 new advertiser also books special ads 3 1.4x 3) higher TV share of our top special advertisers than market average % 8times 4) of print budgets won by P7S1 also booked special ads honored with international Hermes Platinum Award 5) in 2016 for outstanding creativity 1) Avg. FY 2013-FY ) YTD ) Avg. YTD 2013-YTD ) FY2015 5) Hermes Creative Awards is an international competition for creative professionals rewarding concepting, writing and designing. The competition has grown to the largest of its kind, covering entries from individual communicators to media conglomerates and Fortune 500 companies Source: SevenOne Media, SevenOne AdFactory 4

5 We leverage our powerful TV market share with additional reach TV market share 27.8% 9M 2016, A ) Addressable TV Digital Out of Home Online platforms Mobile platforms Social media & influencer ~320m contacts/month 240m contacts/month ~288m VV/month ~82m VV/month >160m contacts/month 1) Base: All German TV households (German-speaking), A 14-49, Mon-Sun, 3-3 h Source: SevenOne Media Research, AGOF/AGF, GFK, DMI, Market Research, Magna Global 5

6 to build innovative 360 campaigns serving all advertiser needs We build 360 campaigns from a portfolio of >60 ad products to serve all advertiser needs TV platforms Digital platforms Social media & influencer TV special ads Digital Out of Home Own social media & testimonials Awareness Engagement Addressable TV Online & mobile platforms 3 rd party social media Conversion 6

7 We have a unique full value chain Content Marketing offering TV Advertiser base Sales & consulting Conception & creation In-house production Distribution Reporting & analytics DIGITAL Fully owned value chain Monetization along all steps of value chain years of in-house production competence 7

8 addressing a huge and double digit growing market Spend on Content Marketing - Germany [in EUR bn] % 13CAGR Our Content Marketing budget did increase by 2.5-3x in the last 2 years. Andreas Neef Head of Media Content Marketing is one of the key growth areas in the marketing mix. Andreas von Buchwaldt Partner E Standard content we can produce inhouse, but it is hero-content we need to differentiate us from the market. Anne Stilling Head of Advertising & Media Sources: zehnvier; Content Marketing Institute, North America; BI Intelligence estimates, Interactive Advertising Bureau, 2015 The Nielsen Company (Germany) GmbH; Expert interviews; The Nunatak Group 8

9 where we are best positioned to capture the growth USP Platform ownership Multi-channel reach + + Creative service offering Leverage all P7S1 own platforms to create new content monetization opportunities Further combine creative and multi-channel content distribution power Growth levers 360 Expand creative service offering to increase valueadd vs. pure content distribution players 9

10 We create innovative and impactful ad concepts 1 6 NEW CONCEPT 2 NEW CONCEPT RECENTLY EXECUTED 5 3 NEW CONCEPT RECENTLY EXECUTED 4 Case details on next slides RECENTLY EXECUTED 10

11 1 Addressable TV to drive brand engagement for Maybelline Challenge Drive brand engagement and incremental sales of brand-affine target group NEW CONCEPT PREVIEW FOR GNTM FORMAT 2017 Concept Build customized Maybelline content microsite with TV interactive redbutton features: Make-up tips l Own content episodes l Sweepstakes l Shopping Lead customer to Maybelline content microsite via XXL Switch-In (digital TV display ad when switching programs) Source: SevenOne AdFactory 11

12 2 Virtual Reality to drive awareness and sales for Samsung Challenge Increase awareness and sales of Samsung Virtual Reality glasses Samsung as partner for Galileo science magazine during Virtual Reality theme week Concept Audience is educated about VR via TV/online content and can experience real VR via Galileo App Cross-media push via sponsorings, teasers, native advertising, own VR app content >37m co-branded TV spot contacts >1.3m digital ad impressions ~90k facebook clicks >230k facebook contacts Note: VR = Virtual Reality Source: SevenOne Media Research, SevenOne AdFactory 12

13 3 Content Marketing to reach younger target groups for Deutsche Telekom Challenge Telekom brand to appeal to younger target groups Concept Live-integration of Telekom Testimonial as backstage reporter at The Voice of Germany and host of Coldplay-Live-Stream Huge multi-media story-telling from TV, Digital and Social Media 57% recall of show elements ~6m live spot viewers ~3m reach during TVOG integration 52% fits to format 51% innovative Source: SevenOne Media Research, SevenOne AdFactory 13

14 Summary SevenOne AdFactory at a glance Unique differentiator unmatched by any other European broadcaster Key contributor to P7S1 advertiser loyalty and new ad sales Strong driver for winning further media budgets (recruitment, betting, charity, corporate, WKZ 1) ) Important lever in attacking print budgets (e.g. via Content Marketing/Native advertising) Innovation leader in ad sales (e.g. Live-commercials, Virtual Reality) Developer of new products, monetization opportunities and markets (e.g. Content Hubs) Market differentiating promotion tool for our internal P7S1 assets (Commerce, 7Life) 1) WKZ = Advertising allowance (placement fees) 14