C A P I T A L M A R K E T S D A Y

Transcription

1 C A P I T A L M A R K E T S D A Y J É R Ô M E C O C H E T & ANDREAS A N T R U P

2 INTERMEDIATES Z A L A N D O M E D I A S O L U T I O N S A S I N T E G R A L P A R T O F O U R C O M P A N Y S T R A T E G Y CUSTOMERS CUSTOMERS Benefit from relevant information about favorite brands ZALANDO Monetize additional 97% of traffic Offer crucial enablers for Brands/advertisers to win in the digital space BRANDS/ADVERTISERS Build brand awareness and advertise products among relevant audiences and context PUBLISHERS/AGENCIES Run more effective and targeted campaigns for advertising clients BRANDS 2

3 A D V E R T I S I N G S E R V I C E S O F F E R S A C C E S S T O A L A R G E A N D H I G H L Y P R O F I T A B L E M A R K E T ~ $ 3 5 B N M A R K E T W I T H H I G H M A R G I N S Digital ad spend in Western Europen 1 Global advertising gross margin (2015) 2 ~$35bn ~10% YoY growth 62% 84% 36% 2016E Facebook Google Criteo 3 (1) emarketer. (2) Company information.

4 Z A L A N D O M E D I A S O L U T I O N S - W E C O N N E C T B R A N D S T O C O N S U M E R S P O W E R F U L EASY A C C E S S C O N C E P T S G R E A T D E L I V E R Y MANAGED SERVICE AUDIENCE TARGETING ZALANDO SITES B R A N D S CREATIVE STORY TELLING HIGH QUALITY 3RD PARTY SITES C O N S U M E R S BRAND SELF SERVICE AD FORMATS INFLUENCERS Z A L A N D O A D T E C H C A P A B I L I T I E S 4

5 5 V I D E O

6 W E G E N E R A T E D E E P C O N S U M E R I N S I G H T S 130M 450m VISITS /month per quarter D A T A C O L L E C T I O N D A T A S C I E N C E C O N S U M E R I N S I G H T S Fashion and lifestyle interests Buying intent Socio demographics 6

7 W E H A V E P R E M I U M A U D I E N C E S F O R A L L S O R T S O F A D V E R T I S E R S G E N E R A L F A S H I O N L I F E S T Y L E H I G H R E L E V A N C E F O R B R O A D S E T O F A D V E R T I S E R S, E. G., Beauty brands which want to address young women who are hard to reach via TV Automotive brands which want to target business women Fashion brands which want to gain new customers 7

8 N U G G. A D A S T H E L O G I C A L N E X T S T E P Nugg.ad cookie pool with high freshness through broad integration on publisher sites Nugg.ag is the leader in consumer data aggregation, segmentation and Lookalike modeling based on strong data science skills distribution to allow highly effective targeting 1st party factual Zalando data with strong fashion / lifestyle interest, buying-intent and socio demographic attributes D E L I V E R B O T H Z A L A N D O F A C T U A L D A T A A N D L O O K A L I K E S T O A B R O A D S E T O F A D V E R T I S E R S 8

9 W E E N A B L E B R A N D S T O A D D R E S S T H E I R T A R G E T A U D I E N C E A T S C A L E O N Z A L A N D O A N D H I G H Q U A L I T Y T H I R D P A R T Y S I T E S Address consumers on Zalando Define advertiser s target audience Identify it among Zalando audience IMMERSION AD DISPLAY AD CO-CURATED PRODUCTS NEWS- LETTER AD SUCCESS PAGE AD Address consumers on high quality 3rd party sites VOGUE NEW YORK TIMES YOUTUBE FACEBOOK INSTAGRAM 9

10 B R A N D B U I L D I N G F O R M A T S O N Z A L A N D O Build-up brand follower ship Immersion Ads: Full screen adexperience built for bringing brands and products to life on mobile Stage brand in highly engaging formats, incl. video and 3D animation Build engaged audiences for brand flagship store on Zalando 10

11 W E T A P I N T O B R A N D B U D G E T S B Y C O N N E C T I N G T H E B R A I N A N D T H E H E A R T A P P R O A C H C A S E S T U D Y T O P S H O P C A M P A I G N Right audience Reach the relevant users through micro-targeting based on, e.g., product interest, buying intent and sociodemographics Micro targeting of consumers in cities and towns across Europe Right creative Excite the target premium audiences with tailored stories for the respective target audience different videos produced in which Topmodel Cara Delevingne pronounces the names of each city Right formats Mix standard-, awareness- and contentplacements to maximize engagement 100 Mio. Impressions, of which 50% are organic! 11

12 W E H A V E A L R E A D Y E X E C U T E D C A M P A I G N S F O R T O P B R A N D S 40+ Campaigns on Zalando and across the web 8 Markets 50% Mobile coverage Above average click through rate Significantly increased onsite engagement High impact on brand shop traffic High rebooking rate 12

13 C A S E S T U D Y : I N C R E A S E D E N G A G E M E N T A N D P U R C H A S E I N T E N T VISITS (PRODUCT DETAIL PAGE) X2.4 SHOPPING BASKETS X1.9 ONSITE BEFORE CAMPAIGN DURING CAMPAIGN BEFORE CAMPAIGN DURING CAMPAIGN % B R A N D S H O P T R A F F I C G R O W T H LAUNCH OF CAMPAIGN END OF CAMPAIGN OFFSITE EDITORIAL CW 29 CW 30 CW 31 CW 32 CW 33 CW 34 CW 35 CW 36 13

14 R E V I E W & O U T L O O K S T A T U S Q U O FOCUS TOPICS PROVEN CONCEPT Tap increasingly into brand budgets by connecting the brain and the heart LAUNCH SELF SERVICE IN Q2 Develop mid- and long-tail fashion advertisers LAUNCH INFLUENCER MARKET PLACE IN Q2 Become market leader in influencer match-making 14

15 S E L F - S E R V I C E I N T E R F A C E F O R B R A N D S C R E A T E C A M P A I G N S Ability to target a micro segment Match media budget to campaign objective and success Objective: Empower mid- & long-tail fashion brands to connect to consumers and thus enrich and diversify consumer fashion experience M A N A G E C A M P A I G N S Optimize story and creatives Book ad placements on Zalando and beyond T R A C K S U C C E S S Highly transparent campaign reporting on placement level Detailed consumer insights based on Zalando factual data Be in control of your marketing ROI 15

16 C O N N E C T B R A N D S T O I N F L U E N C E R S Millennials spend twice as much time consuming peer to peer content than on TV Instagram 78k Subscribers Avg. Likes 2.7k Youtube 18k Subscribers Avg. Views 14k Raffaela Blasko Personal Blog 60% of marketers plan to increase their influencer marketing budget next year 75% of brands feel identifying the right influencer is the greatest challenge 1) ~85% of influencer research is carried out manually searching social media platforms and forums 2) ~55% of brands feel measuring the results of the campaigns with influencers is a challenge 1) 16 ( 1) A u gure, T h e S t a t e o f I n f l uencer E n gagement i n , J u l y ( 2) F a s h ion a n d B e auty M o n i tor, T h e R i s e o f I n f luencers, N o v

17 S E V E N S E C O N D S S I M P L I F I E S L I V E S O F B R A N D S A N D I N F L U E N C E R S H E L P B R A N D S T O F I N D R E L E V A N T I N F L U E N C E R S U N D E R S T A N D T H E I R B R A N D F I T M E A S U R E C A M P A I G N S U C C E S S Win Win Win Influencers monetize their reach while doing what they love Brands find relevant influencers and get reliable data to reach campaign success Zalando monetizes interactions and enables brands and influencers 17

18 18 Q U E S T I O N S?

19 D I S C L A I M E R These materials do not constitute an offer of securities for sale or a solicitation of an offer to purchase securities of Zal ando SE (together with its subsidiaries, the Company ) in any jurisdiction. The distribution of this presentation may be restricted by law in certain jurisdictions and p ersons into whose possession any document or other information referred to herein comes should inform themselves about and observe any such restrictions. Any failure to comply with these restrictions may constitute a violation of the securities laws of any such jurisdiction. This presentation contains certain forward-looking statements relating to the business, financial performance and results of the Company and/or the industry in which the Company operates. Forward-looking statements concern future circumstances and results and other statements that are no t historical facts, sometimes identified by the words believes, expects, predicts, intends, projects, plans, estimates, aims, foresees, anticipates, targets, and similar expressions. The forward-looking statements contained in this presentation, including assumptions, opinions and views of the Com pany or cited from third party sources, are solely opinions and forecasts which are uncertain and subject to risks. Actual events may differ significantly f rom any anticipated development due to a number of factors, including without limitation, changes in general economic conditions, in particular economic conditions in Germany, changes affecting interest rate levels, changes in competition levels, changes in laws and regulations, environmental damages, the potential impact of l egal proceedings and actions and the Group s ability to achieve operational synergies from past or future acquisitions. The Company does not guarantee that the as sumptions underlying the forwardlooking statements in this presentation are free from errors nor does it accept any responsibility for the future accuracy of the opinions expressed in this presentation or any obligation to update the statements in this presentation to reflect subsequent events. The forward -looking statements in this presentation are made only as of the date hereof. Neither the delivery of this presentation nor any further discussions of the Company with an y of the recipients thereof shall, under any circumstances, create any implication that there has been no change in the affairs of the Company since such date. Conseq uently, the Company does not undertake any obligation to review, update or confirm investors' expectations or estimates or to release publicly any revisio ns to any forward-looking statements to reflect events that occur or circumstances that arise in relation to the content of the presentation. This presentation contains summary information only and does not purport to be comprehensive and is not intended to be (and s hould not be used as) the basis of any analysis or other evaluation. In addition, the information in this presentation is subject to change. No representation or warranty (express or implied) is made as to, and no reliance should be placed on, any information, including projections, estimates, targets and opinions, contained h erein, and no liability whatsoever is accepted as to any errors, omissions or misstatements contained herein. 19

20 I N V E S T O R R E L A T I O N S i n v e s t o r. r e l a t i o n z a l a n d o. d e