BILD and WELT: Two successful Paid Content Strategies Capital Markets Day Berlin, December 10, Donata Hopfen, Publishing Director BILD Group

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1 BILD and WELT: Two successful Paid Content Strategies Capital Markets Day Berlin, December 10, 2014 Donata Hopfen, Publishing Director BILD Group

2 Paid content is key to Axel Springer s strategy Start of a joint project approach for paid content for Axel Springer brands in 2011/2012 Development of one central paid content engine Overall more than 300 thousand subscribers today 2 Dec. 10, 2014 BILD and WELT: Two successful Paid Content Strategies

3 3 Dec. 10, 2014 BILD: Paid Content Strategy

4 BILD has a clearly defined brand vision BILD is Germany s key medium. BILD gives its readers both what moves them and what provokes them. Always and everywhere. 4 Dec. 10, 2014 BILD: Paid Content Strategy

5 Founded in 1952 BILD today is larger and more versatile than ever all under one brand Dec. 10, 2014 BILD: Paid Content Strategy

6 BILD is leading in news across all channels in Germany #1 Newspaper #1 Digital (Online, Mobile, Apps) Sunday newspaper #1 Total reach: million* *this matches a reach of 54.2%: the BILD brand reaches more than half of the German speaking population (14 years and older) at least once a month Source: MA Presse 2014-II, AGOF digitalfacts 2014-Prototyp; total reach according to Crossmedia-brand reach, best for planning I, German-speaking population 14 years+ 6 Dec. 10, 2014 BILD: Paid Content Strategy

7 Strategic investment in video segment leads to growth in video views and improved ad sales Jan-Oct 2014: 227 million video views Bundesliga bei BILD YouTube Channel Source: ComScore BILD.de (only Online) Jan Oct Dec. 10, 2014 BILD: Paid Content Strategy

8 Social media with growing importance for BILD.de Traffic Facebook referrals to BILD.de Traffic sources of BILD.de 20 10% 9% % 7% 6% 5% 17% 9% 2% 5 4% 3% 2% 1% 72% 0 Oct. 12 Jan. 13 Apr. 13 Juli 13 Oct. 14 Jan. 14 Apr. 14 Juli 14 Oct. 14 0% BILD.de Facebook Visits in million % of traffic to BILD.de through Facebook referrals SEO Traffic other referrals BILD.de direct traffic Traffic from Facebook referrals Source: Internal Tracking; Traffic sources Nov Dec. 10, 2014 BILD: Paid Content Strategy

9 Introduction of BILDplus and Paid Content is the change driver for the organization Driver of Change New structure Multi-platform workflow (content-driven) Editor in Chief 24/7 News In charge of Online In charge of Print 9 Dec. 10, 2014 BILD: Paid Content Strategy

10 BILDplus is constantly growing No. of subscribers Oct June 2013 Launch BILDplus Source: until May 2014 BILD Controlling, since Mai 2014 IVW Paid Content 10 Dec. 10, 2014 BILD: Paid Content Strategy

11 Unique user growth since introduction of BILDplus Unique User in million Introduction of BILDplus Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Source: AGOF (until 06/2013 years 14+; since 07/2013 years 10+) Dec. 10, 2014 BILD: Paid Content Strategy

12 One paying subscriber generates ten times more revenues than one advertising-based user ARPU Subscription Sales excl. ad sales ARPU Ad Sales 10 x BILD.de free Sources: AGOF, BILDplus IVW, calculation: ARPU BILDplus is recent BILDplus CLV in comparison ARPU ad sales 12 Dec. 10, 2014 BILD: Paid Content Strategy

13 Subscriptions are generated in all departments 7% 6% 15% 29% 5% 9% 17% 13% Money Politics Regional Entertainment News Service Sport Automotive, Digital, Lifestyle, Travel, Games Source: internal tracking Web / Wap 13 Dec. 10, 2014 BILD: Paid Content Strategy

14 New distribution channels are constantly created to support BILDplus 14 Dec. 10, 2014 BILD: Paid Content Strategy

15 Real time monitoring and conversion optimization facilitates immediate and constant improvement Live Analytics Live Heatmap Live Conversions 15 Dec. 10, 2014 BILD: Paid Content Strategy

16 Constant improvement and innovation makes BILDplus successful First Offerpage Today s Offerpage 16 Dec. 10, 2014 BILD: Paid Content Strategy

17 In February 2014 Axel Springer hosted the International Paid Content Summit Participants: 17 Dec. 10, 2014 BILD: Paid Content Strategy

18 Goals for Complete integration of BILD Group 2 Further establish paid content as 2 nd revenue stream 3 Continued focus on video 4 Mobile and cross device marketing 5 Social Media 18 Dec. 10, 2014 BILD: Paid Content Strategy

BILD From a daily paper to the daily companion in everyone s life Capital Markets Day Berlin, December 11, 2013

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