Winning customers for advertisers

Transcription

1 Winning customers for advertisers Digital & Marketing Services' strategy October 1, 2008 by Thomas Kaiser, CEO Digital & Marketing Services 1

2 Agenda Performance management - the 'sweet spot' for DMS DMS service portfolio 2008 DMS - the road ahead 2

3 PubliGroupe's positioning Search & Find Leader in search of persons, products & services Media Sales A global all media sales organization Custom Publishing Corporate publishing And inflight entertainment Digital & Marketing Services Marketing & Technology Solutions for customer acquisition and retention 3

4 The surge of ROI-driven Performance Marketing Focus DMS: performance management Focus on efficient budget allocation Target-oriented marketing program management (ie. set CPO-targets) Permanent success measuring and optimization 4 Increase the advertisers marketing ROI

5 Increasing demand for effectiveness - branding budgets complemented by performance budgets New roles are emerging along the digital marketing value chain as "classic" branding is increasingly complemented by a wide array of performance marketing offerings. Advertisers Advertising/ media buying agencies Tech. providers Ad sales Ad Network Publisher Branding Premium Premium Sales Reach Performance Remnant 'Longtail / (Leads, Sales, Orders) Sales Remnant Reach 5

6 Abundant online inventory - various monetization models drive market growth Only a small proportion of total Internet inventory is sold at high rates and can be classified as premium a large percentage is either sold at very low rates or left unsold in order to protect the value of premium. 6

7 A "new class" of service providers emerges as advertisers become more performance-oriented p Convergence of "relationship-driven" models vs. "technology-driven" service models ahead? Advertisers P&G BMW Citicorp etc.. Advertising/ media buying agencies Tech. providers Full service agencies WPP Saatchi BBDO etc Ad sales Ad Network CPM Specialists Quality Channel Mediasquares Publisher Premium inventory (mainly relationship driven) Major publishers & broadcasters RTL / IP Deutschland ProSieben SAT1 / SevenOneInteractive Hubert Burda / Tomorrow Focus Interactive agencies Premium e to y Reach players (portals, social communities) Inventory scarce United Internet, Lycos, StudiVZ Remnant marketers TripleDoubleU / Ligatus / Ormigo Affiliate ad sales zanox / TradeDoubler / Affilinet Ad serving Atlas, 24/7 RealMedia Doubleclick 7 BT = Behavioral Targeting BT tech Nugg.ad Wunderloop Remnant marketers Advertising.com Adviva Remnant Inventory (mainly technology Driven)

8 Carving out the right market opportunity is key to being able to compete successfully with other big players Top opportunities DMS - Online & mobile marketing will continue to grow faster than the overall advertising market - Increased demand for ROI and other consulting services across all digital offerings (CPM/CPA/CPC) - New technologies (i.e. tracking, metrics) enable accurate targeting and additional monetization options The DMS answers - Focus on performance marketing across all IP-based channels (online, mobile etc.) - Strengthen consulting capabilities in order to increase advertisers marketing ROI of (instead of yield mgmt' for publishers) - Build a technology base to be able to aggregate data across various channels 8 Top threats for DMS - Use the tracking and targeting SCALE as the single most critical success factor: technology to access various networks Online publishers and ad sales houses are in a simultaneously race to build portfolios and networks - Leverage the position as one of the Increased industry consolidation (big 4: Google, few neutral, network-independent Yahoo, MS, AOL etc ) players Price pressure and reduced margins (mass vs. - Based on aggregated data and profile premium approach, quality vs. remnant information deliver more valuable inventory) targeting information Retaining talent and war for talent" - Nurture the entrepreneurial spirit within a portfolio of fast moving companies

9 Agenda Performance management - The 'sweet spot' for DMS DMS service portfolio 2008 DMS - The road ahead 9

10 Digital & Marketing Services - Starting position 2008 Mission Companies "The first port of call for advertisers, offering marketing channels with unparalleled choice, performance and ROI. Based on cutting-edge technology facilitate customer acquisition and retention." Production and sales activities of instruments facilitating search for persons, companies, products, services and information. (a zanox company) Business model Key figures 1st half year Affiliate & search marketing (zanox & eprofessional) Remuneration: commissions based on performance (pay per transaction) - Service and license fees Marketing & media services (SVBmedia): Remuneration: Fees paid by advertisers or commissions paid by media owner ebusiness consulting (namics): Remuneration: Professional services fees in CHF million H1 08 H1 07 Revenue* Gross margin* EBITDA* EBIT Employees * zanox not consolidated

11 zanox.de AG - Global performance marketing specialist with a strong foundation in technology Company focus Affiliate and search marketing service provider Global advertiser and publisher focus Scalable online sales channel solutions Optimizing customer acquisition cost ('CPA') B2B solution for ecommerce-oriented advertisers and their affiliate partners (small publishers, ad networks, traffic brokers, price comparison specialists etc.) Facts Founded in 2000 in Berlin, Germany 322 FTE (August 2008) Offices: Germany, France, Spain, Italy, Sweden, Netherlands, UK, USA, China, Poland and Switzerland Servicing more than 30 countries Joint Venture of Axel Springer (60%) and PubliGroupe (40%) Advertiser & Publisher Management Client portfolio (expl.) Consulting Processes Technology 11 Strategic Guidance All-media CPO Research Reporting AdMedia Management Billing & Payment Tracking Implementation System Integration Communication Account Management Education

12 eprofessional GmbH - the leading performance agency in Germany with a SEM/SEO* focus (a zanox company) Company focus Client portfolio (extract) Online Marketing Services - Search Engine Marketing (SEM) - Search Engine Optimisation (SEO) - Contextual tua Advertising - Affiliate Marketing - Display Marketing Agency Services - Strategic Consulting - Monitoring/Reporting Performance Optimisation - Landing Pages/usability optimisation Business partners - Assist Tracking Facts Founded 1999 in Hamburg, Germany 66 FTE (August 2008) Offices: Hamburg (Germany) acquired by zanox (100%) in

13 namics AG - Leading e-business-consultancy with a strong presence in the Swiss and German markets Company focus Online strategy consulting: Supporting clients in the building of sustainable Internet business models and extending the reach and performance of their own Web presence (e-commerce, transaction ti and communication platforms) Interactive agency services Design and implementation of user-centric, efficient and compelling internet applications Facts Founded in 1995 as a spin-off of the University of St. Gallen 269 FTE Offices: Frankfurt, Hamburg, Munich, St. Gallen, Zug and Zurich > 90 % of shares held by PubliGroupe, minority ownership by 15 namics partners Consulting Design Technology Project Management Client portfolio (extract) Business partners Strategy Creation Architecture Concept Usability Implementation Processes E-Marketing System Integration 13 Info-Architecture Communication Operations

14 SVBmedia - network-independent full service marketing and media services group Company focus SVBmedia's mission is to be THE player in the mid-sized market segment in the Netherlands and to further extend this position internationally Media buying on behalf of advertisers complemented by a large set of media services (incl. 'interactive services') Flexible, efficient and client-oriented back office solutions Development of innovative web-based solutions for clients and agency partners Client portfolio Facts Founded 1991, always an network-independent (not part of WPP, Interpublic etc.) 73 FTE Headquartered in Rotterdam + 3 subsidiaries close to midsized clients in the Netherlands (Amsterdam, Eindhoven and Apeldoorn) Minority ownership by general management team Media strategy & planning Media Services Media buying Evaluation & research Media execution & administration 14

15 Developing a coherent performance marketing services portfolio will be key for the success of the 'Digital & Marketing Services' division DMS Top strengths Solid, profitable business base and visibility of all existing DMS portfolio companies in their respective home markets and business fields Neutral, network-independent position between advertiser and publisher (credibility!) Opportunity to establish zanox as a global brand for performance marketing Motivated & inspired teams across all companies, entrepreneurial spirit & no lack of ideas DMS Top weaknesses namics and SVBmedia business models not yet scalable Strong market position in affiliation and SEM, lack of scale and visibility in other online marketing sectors Leveraging synergy potentials across PubliGroupe requires more investment and management attention in other PubliGroupe segments 15

16 Agenda Performance management - The 'sweet spot' for DMS DMS service portfolio 2008 DMS - the road ahead 16

17 Digital & Marketing Services - Mission Statement "The first port of call for advertisers, offering marketing channels with unparalleled choice, performance and ROI. Based on cutting-edge technology facilitate 17 customer acquisition iti and retention." t ti "

18 Managing marketing performance and orchestrating the access to a variety of channels es for advertisers s Channels Based on superior targeting technology organize access to a wide array of IP-based channels (extension of concept to print and broadcasting in a 2 nd step) Act as market maker (as a preliminary step towards a 'marketplace platform') Performance Management Best-of-class performance marketing consulting helping advertisers to increase marketing ROI Strict data-driven consulting philosophy based on technology assets (analytics, profiling, targeting etc.) Fig: DMS business model dimensions Customer lifecycle management Leveraging and extending client-internal data pool in order to improve client acquisition activities based on external channel reach Improving performance of Advertiser's own transaction platforms (e-commerce etc.) Optimizing customer lifetime value (far beyond lead generation) 18

19 DIGITAL & MARKETING SERVICES Current portfolio: Relative market position Small Strong Middle DMS business model dimensions Performance Management Communication strategy (a zanox company) Media planning & buying Targeting & profiling Analytics & Tracking Channels (Reach) Print Broadcast Online Mobile Customer Lifecycle Customer acquisition 19 Customer retention

20 Summary - DMS heading towards strong market position in technology-based performance marketing in Western Europe Unique service offering focused on advertisers' needs to improve marketing ROI, increase sales and retain clients Credible network-neutral approach therefore no conflicts of interest Channel agnostic view performance first Highly skilled technology personnel on board to build the foundation for all data-driven, fact-based services Motivating entrepreneurial and international set-up that leaves room for personal development of talents 20 last but not least: A favorable market environment with increasing numbers of consumer-eyeballs eyeballs going online and advertisers shifting budget towards performance-oriented channels

21 Winning Customers for Advertisers Thank you for your attention Thomas Kaiser CEO Digital & Marketing Services 21