Ströer Out-of-Home Media AG Company Presentation Credit Agricole Cheuvreux S.A. German Corporate Conference 21 st and 22 nd of January 2013,

Transcription

1 Ströer Out-of-Home Media AG Company Presentation Credit Agricole Cheuvreux S.A. German Corporate Conference st and nd of January 0, Frankfurt

2 Agenda. Change in market environment Update on corporate strategy Recent Online acquisitions

3 Digitisation drives dynamic change in the media landscape. The world has turned into a screen. At your fingertips.

4 Technical barriers between different media erode. Now. TV 000 Print Radio Display OoH Efficiency mainly generated through buying Efficiency generated by understanding consumer journey 4 4 Quelle: Ströer Out-of-Home Media AG

5 Ströer.0 Platform for sustainable growth in the digital age. ANALYTICS/ TARGETING STRÖER.0 CPC CPL CPM Performance MOVING IMAGE (DISPLAY/VIDEO) STRÖER.0 STILL IMAGE (POSTER) STRÖER.0 Branding ANALOGUE SEMI DIGITAL FULL DIGITAL 5

6 Ströer.0 Geared to growth. Utilise strong set-up and market ties higher relevance for advertisers and publishers key trading partner outside TV STRÖER.0 wide range of branding and transaction ad solutions from product to audience buying well suited for a converging media landscape 6

7 New and improved growth opportunities. In OOH and Online. new growth platform for Online branding & performance products leverage unsold OOH inventory for publisher website acquisition develop new regional online package merge digital OOH & online video into one product..to become the largest trading partner of agencies outside TV. 7

8 Ströer.0-6 fields of operation. Including Online. Sales Organisation national regional/local Portfolio Management & Product Development OoH (classic) OoH (digital) Online

9 Develop our sales organisation. Broaden the product range. Rough sales split (as a %), annualised, pro-forma Online national Sales Organisation Germany regional/local Portfolio Management & Product Development OoH (classic) OoH (digital) Online 9

10 Drive national out-of-home sales. Radical focus on our USPs. Sales Organisation Germany national regional/local Portfolio Management & Product Development OoH (classic) OoH (digital) Online 0

11 Win OOH market share in the digital age. key sales drivers. local dominance Hyper Locality convergent evolution of OOH via digital screens Multiscreen-Planning impact of big pictures in the public within a further fragmenting media landscape Deep Impact

12 Deep Impact It s about explicit and implicit factors! Explicit Area Recall Recognition Water-Line Implicit Area Spontaneous Brand Awareness (SBA) Competitive Brand Preference (CBP) Spontaneous Brand Preference (SBP) Spontaneous Brand Image (SBI) know it take it like it

13 Deep impact. Mega-Light observation time at Print level. Observation time in seconds,0,5,,6,0 0,5 0,5 0,7 Time necessary to identify a brand 0. sec 0,0 CLP CLS Billboard Mega-Light

14 Obvious complimentary strengths. Go for multiple screens. OC TV 6-9 h 9- h -5 h 5-8 h 8- h -4 h 4

15 Berlin main station, Germany 5 Ströer public catwalk-net

16 Out of Home-Channel station network. Very relevant touchpoint. net reach across stations Ø duration per stay 45% 5minutes 6

17 Impressive GfK / TV-Panel research. Multiscreen-Planning wins. April-May 0: Real Campaign for International Retail Brand TV 56% Online 0% 9% 6% % % % % Contacts generated by OOH not accessible by Online or TV at lower incremental costs! % OoH 7% 7

18 Local Dominance be brand-specific in a unique way. 8

19 9 Local Dominance fully integrated into brand campaigns!

20 National Online Sales. Consolidate in a highly fragmented market. Sales Organisation Germany national regional/local Portfolio Management & Product Development OoH (classic) OoH (digital) Online 0

21 Rough Online market size. Not every thing covered by NIELSEN. German advertising market as per Nielsen Research - GROSS Total: 9.4 bn. Euro Not covered!.bn Search and 0.4m Affiliate Not covered! Other display and Video ads Online-Display- Market 0 gross, bn. Euro

22 The window for consolidation is open. Right now. Fragmented market little market power Top 0 marketers = ~50% market share Individual/ content websites First set of smaller deals: Consolidation has started Publisher-bound providers focused on traditional reach-based advertising So far no one stop shop for bundling technology, inventory and audience Verticals Channels Audience Websites grouped by topic Context-neutral contact market

23 Ströer Online Group. Right mix of inventory, technology and audience data. Limited inventory not Ströer s focus BB marketer of SME, business and finance portals Strong independent marketer of premium channels Verticals Channels High potential dependent on topic High potential dependent on premium sites Important German ad exchange platform Data & Technology High potential dependent on platform technology

24 Digital Out of Home. The interface between OOH and Online. Buying Media Placements Targeting in addressable media TV Radio Print OOH Web Screen AdServer = target group = wastage 4

25 Clear Online strategy. Consolidation in two steps. Step Building a new and leading player in the online advertising market by Starting with a significant volume Acquiring assets in all relevant areas (inventory, technology, data) Carefully consolidating them into a full service partner for clients and publishers Step Growth through active consolidation of the market Taking over sales activities of other players / publishers Developing local products and leveraging local sales infrastructure Integrating digital OoH 5

26 Regional OoH and Online. Make and build a new market. Sales Organisation Germany national regional/local Portfolio Management & Product Development OoH (classic) OoH (digital) Online 6

27 Attractive local advertising market. Strong Ströer position Regional display market not yet existing! More than 4bn Euro in Print Products Current Ströer footprint: Local Ad Market (SMBs) ~ 40k active clients Ø 5k Euro annual spend 60% Ströer OoH market share Display Search Outdoor Radio Directories Print 7 7

28 Cornerstones of both transactions. Attractive deal terms. Interactive Group (SIG) 00% 00% 00% 50.4% Agreements to acquire all shares incl. options for shares held by management Price not disclosed, payable in cash Purchase price EBITDA multiple expected in the high single-digits (based on 0e) Closing expected in April 0 Purchase agreement with Media Ventures GmbH, owned by Dirk Ströer (5%) und Udo Müller (49%) Purchase price EBITDA multiple in the high single-digits (based on 0e). Largely payable in shares, earn-out payable in cash Capital increase of up to 6.8m new SAX shares from authorised capital in return for contribution in kind Closing expected in Q 0 Aggregate transaction costs of around,5 to,0m Combined revenues in the area of 70-80m (0e) Total maximum cash & debtfree purchase price up to 87m only if EBITDA ~m in 0/4 (~7x EBITDA) 8

29 Ströer Online Group. Top billing position straight from the start. Interactive Media United Internet ~ 00m Interactive Media United Internet Axel Springer SevenOne Interactive Tomorrow Focus IP Deutschland Smartclip IQ Digital Ströer Interactive FreeXmedia AdScale Yahoo! OMS G+J EMS MSN Spiegel QC BusinessAd ebay ad pepper Hi-Media Net Billings excl. Search ~ 0m Ströer Online Group Axel Springer SevenOne Interactive Tomorrow Focus IP Deutschland Smartclip IQ Digital Yahoo! OMS G+J EMS MSN Spiegel QC ebay ad pepper Hi-Media Glam Media Netpoint Media Unister No player has significant market power (> 8% market share) and is thus replaceable All players have some kind of rd party inventory but only few players are really independent 9

30 How do we ensure that the related party deal is fairly valued? Interactive Group (SIG) 4) Company Value < > Company Value Company Value IDW S ) ) discount max. purchase price IDW S ) ) ) 4) discount max. purchase price IDW S discount market cap Two conditions must be satisfied: ) The % discount of SIG + 5 ppts must be greater than the % discount achieved for Adscale ) The discount of SIG must be greater than the per share discount of Ströer AG times 6.8m shares If one of these is not met, the number of newly issued shares will be reduced until both of the conditions hold. 0 ) IDW S valuation performed by independent big-four auditor ) Discount defined as delta between IDW S value and the agreed maximum purchase price including earn-outs ) The % discount of SIG + 5 ppts must amount to at least 5% 4) Market cap based on trailing 90 day average as of 6 December 0

31 Milestones of the two acquisitions. Closing expected in Q 0. 4 Dec 0 6 Dec 0 December 0 Q 0 Preliminary discussions and negotiations Adscale deal signed Supervisory board approval Ströer Interactive deal signed Anti-trust clearance pending Closing of the deal Extraordinary shareholder meeting on the provisional extension of the articles of incorporation is to be held in Cologne on 7 March 0.

32 Key Focus Areas for Four main pillars of action. 4 Strengthen and further develop our core OoH business in the context of on-going digitalization Further digitalize our company and become a consolidator in the Online advertising market Aggressively grow our regional sales including the non-developed local Online market Leverage our leading Market Position outside Germany to Leverage our leading market position outside Germany to monetize our Investments Know how monetize our investments & know how

33 Q&A session with Ströer board of management Udo Müller Co-Founder, CEO Alfried Bührdel CFO and Executive Vice President Christian Schmalzl COO

34 Disclaimer This presentation contains forward looking statements regarding Ströer Out-of-Home Media AG ( Ströer ) or the Ströer Group, including opinions, estimates and projections regarding Ströer s or the Ströer Group s financial position, business strategy, plans and objectives of management and future operations. Such forward looking statements involve known and unknown risks, uncertainties and other important factors that could cause the actual results, performance or achievements of Ströer or the Ströer Group to be materially different from future results, performance or achievements expressed or implied by such forward looking statements. These forward looking statements speak only as of the date of this presentation and are based on numerous assumptions which may or may not prove to be correct. No representation or warranty, express or implied, is made by Ströer with respect to the fairness, completeness, correctness, reasonableness or accuracy of any information and opinions contained herein. The information in this presentation is subject to change without notice, it may be incomplete or condensed, and it may not contain all material information concerning Ströer or the Ströer Group. Ströer undertakes no obligation to publicly update or revise any forward looking statements or other information stated herein, whether as a result of new information, future events or otherwise. 4