| October 13, 2016 |
The power of television
Capital Markets Day – October 13, 2016
New Customer Offerings
Sabine Eckhardt
| October 13, 2016 |
| October 13, 2016 |
SevenOne AdFactory evolved to a unique key differentiator for P7S1
1) Revenue growth FY 2009 – FY 2015 2
Source: SevenOne Media, SevenOne AdFactory
Individualized TV ads e.g.
Cut-Ins/splits
Sponsorings
360° media campaigns
Content Marketing
TV special ads + +
360°
Innovative and smart bundling of ad concepts
Full Content Marketing value chain offering Individualized
TV ads e.g.
Cut-Ins/splits
Sponsorings TV special ads
+7 1)
2009
Today
CAGR
%
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| October 13, 2016 |
SevenOne AdFactory further targets to support P7S1 ad sales …
3
Secure key advertisers’ loyalty and relationships
1
Generate new advertising sales and acquire new advertisers
2
Strengthen TV position in media mix
3
Attack print budgets
4
Retain innovation leadership in sales
5
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| October 13, 2016 |
… with a proven track record of ad sales impact
4 1) Avg. FY 2013-FY 2015 2) YTD 2016 3) Avg. YTD 2013-YTD 2016 4) 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
of our top advertisers maintained or increased their special ad share
1
P7S1 new advertiser also books special ads
2
higher TV share of our top special advertisers than market average
3
of print budgets won by P7S1 also booked special ads
4
honored with international Hermes Platinum Award 5) in 2016 for outstanding creativity
5
52 %
Every
5th 1.4 x
42 % 8 times
3) 2) 1)
4)
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| October 13, 2016 |
27.8 %
We leverage our powerful TV market share with additional reach …
1) Base: All German TV households (German-speaking), A 14-49, Mon-Sun, 3-3 h 5
Source: SevenOne Media Research, AGOF/AGF, GFK, DMI, Market Research, Magna Global
9M 2016, A 14-49
1)TV market share
~320 m
contacts/month 240 m
contacts/month ~82 m
VV/month >160 m
contacts/month
~288 m
VV/month
Addressable TV Digital
Out of Home Mobile platforms Social media &
influencer
Online platforms
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| October 13, 2016 |
… to build innovative 360° campaigns serving all advertiser needs
6
We build 360° campaigns from a portfolio of >60 ad products … … to serve all advertiser needs
Awareness
Engagement
Conversion
TV platforms Digital platforms Social media & influencer
TV special ads Digital Out of Home Own social media & testimonials
3
rdparty social media
Addressable TV Online & mobile platforms
| October 13, 2016 |
| October 13, 2016 |
We have a unique full value chain Content Marketing offering …
7
Advertiser base
Reporting &
analytics Distribution
In-house production Conception &
creation Sales &
consulting
TV
DIGITAL
Fully owned value chain
Monetization along all steps of value chain
30 years of in-house production competence
+ +
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| October 13, 2016 |
… addressing a huge and double digit growing market …
Sources: zehnvier; Content Marketing Institute, North America; BI Intelligence estimates, Interactive Advertising Bureau, 2015 The Nielsen 8 Company (Germany) GmbH; Expert interviews; The Nunatak Group
Spend on Content Marketing - Germany
[in EUR bn]
4.5
2020E
13 CAGR %
2.4
2015
“ 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
“Standard content we can produce in- house, but it is hero-content we need to differentiate us from the market.”
Anne Stilling – Head of Advertising & Media
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| October 13, 2016 |
Expand creative service offering to increase value-
add vs. pure content distribution players Leverage all P7S1 own
platforms to create new content monetization
opportunities
Multi-channel reach
Further combine creative and multi-channel content
distribution power
Creative service offering
Platform ownership
… where we are best positioned to capture the growth
9
+ +
USP
Growth
levers 360°
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| October 13, 2016 |
We create innovative and impactful ad concepts
10 Case details on next slides
NEW CONCEPT
RECENTLY EXECUTED
RECENTLY EXECUTED
RECENTLY EXECUTED NEW CONCEPT
NEW CONCEPT
1
2
3
4 5
6
| October 13, 2016 |
| October 13, 2016 |
Addressable TV to drive brand engagement for Maybelline
11 Source: SevenOne AdFactory
Drive brand engagement and incremental sales of brand-affine target group
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) Challenge
Concept
NEW CONCEPT PREVIEW FOR GNTM FORMAT 2017
1
| October 13, 2016 |
| October 13, 2016 |
Increase awareness and sales
of Samsung Virtual Reality glasses
Samsung as partner for Galileo science
magazine during Virtual Reality theme week
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
Challenge
Concept
Virtual Reality to drive awareness and sales for Samsung
Note: VR = Virtual Reality Source: SevenOne Media Research, SevenOne AdFactory 12
>1.3m
digital ad
impressions ~90k
facebook clicks
>230k
facebook contacts
2
>37m
co-branded TV
spot contacts
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| October 13, 2016 |
Telekom brand to appeal to younger target groups
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
Content Marketing to reach younger target groups for Deutsche Telekom
13 Source: SevenOne Media Research, SevenOne AdFactory
Challenge
Concept
recall of show 57%
elements
52% fits
to format
innovative 51%
reach during ~3m
TVOG integration
3
live spot ~6m
viewers
| October 13, 2016 |
| October 13, 2016 |
Summary – SevenOne AdFactory at a glance
14 1) WKZ = Advertising allowance (placement fees)
