ADDRESSABLE TV. Unterföhring, November 2018

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1 ADDRESSABLE TV Unterföhring, November 2018

2 Agenda 1 I 2 I 3 I 4 I Addressable TV: classification Advertising opportunities Facts & Figures Appendix 2

3 Digital Revolution on TV 12 mio. devices addressable SwitchIn contacts/month Exclusive placement in the program High reach potential Even without TV Spot Source: SevenOne Media, October

Addressable TV can be used with televisions or

Reception requirements HbbTV compliant TV or

2 MBit/s Connection via wireless or LAN-cable

DVB-T or DVB-C Usage / Navigation Access via RedButton

4 Addressable TV can be used with televisions or set-top-boxes Based on the technology-standard HbbTV Reception requirements HbbTV compliant TV or set-top-box DSL connection min. 2 MBit/s Connection via wireless or LAN-cable (devicedependent) All TV distribution channels DVB-S, DVB-T or DVB-C Usage / Navigation Access via RedButton color key on remote control Arrow keys and ok for navigation Color and numeric keys for additional navigation 4

All current Smart TV models support Addressable TV Samsung LG Philips Panasonic Sony others Receiver / Set-Top-Boxen HbbTV advantage over Smart TV: programmed for all devices maximization of

5 All current Smart TV models support Addressable TV Samsung LG Philips Panasonic Sony others Receiver / Set-Top-Boxen HbbTV advantage over Smart TV: programmed for all devices maximization of technical reach and potential Minimal coordination and low production costs, due to device- and platform-independent standard Engagement push from linear TV program HbbTV is standard on current SmartTVs 5

Three different approaches for Addressable TV campaigns

Video Views Addressable TV Maximum impact, awareness- and

SwitchIn Sponsoring Format- related, image-transfer MidRoll

SwitchIn Classic Microsite SwitchIn Freestyle Microsite

6 Three different approaches for Addressable TV campaigns InStream Top InStream impact 13,3 Mio. Video Views Addressable TV Maximum impact, awareness- and engagement-push 528 Mio. SwitchIn Sponsoring Format- related, image-transfer MidRoll PostRoll Multiscreen Wrap Branded RedButton Microsite SwitchIn Classic Microsite SwitchIn Freestyle Microsite SwitchIn XXL Pure Microsite Individual integration SwitchIn Special InStream + InPage ads Source: SevenOne Media, October

7 Agenda 1 I 2 I 3 I 4 I Addressable TV: classification Advertising opportunities Facts & Figures Appendix 7

8 Branded RedButton empowers clickable TV commercials! 8

9 Engagement-push by interactive microsites Ø1:50 min. retention time Positive impact on image and sympathy + 5% brand awareness, + 29% ad recall 76% burger-personalization finishes Source: SevenOne Media, New Media Research, July

Addressable TV campaign (Klick RedButton während des TV Spots) High retention time Ø 1:32 min on

10 Branded RedButton Regional allows regionalised, interactive TV Spots, too Branded RedButton national / regional Microsite (regionalized) Displayed with all TV spot motives Direct Positive image-shift by Addressable TV campaign (Klick RedButton während des TV Spots) High retention time Ø 1:32 min on Regio-Microsite Microsite usage raises purchase intention up to 115% Source: SevenOne Media New Media Research, April

11 Digital ads conquer the TV screen - SwitchIn Classic TV advertising without TV commercials Full attention on channel switch Exclusive placement on linear TV program 11

12 Innovation - SwitchIn Freestyle Absolutely eye-catching by free-form layout Transparency generates huge closeness to TV More creative freedom than SwitchIn Classic 12

13 Maximum attention - SwitchIn XXL Pure Top innovation with TV impact Maximum branding area in TV Split layout TV reach scale 13

contact: Big Branding area for awareness 2.-3.

14 SwitchIn XXL Kombi perfect combination of both SwitchIn layouts SwitchIN XXL Pure 0,27% CTR SwitchIn XXL Kombi SwitchIn Classic 1. contact: Big Branding area for awareness contact for reminding Source: SevenOne Media, Ø Addressable TV campaigns April 2018 October

OPEL SwitchIn Case Study SwitchIn family with

24 SwitchIn Classic Exclusive placement on

31 +29% Uplift SwitchIn Freestyle Absolutey

closeness to TV +50% SwitchIn XXL TV reach

36 38 Uplift +58% Uplift Ohne Kontakt Source:

15 OPEL SwitchIn Case Study SwitchIn family with convincingly impact Unsupported brand awareness 24 SwitchIn Classic Exclusive placement on linear TV program Top innovation with TVimpact % Uplift SwitchIn Freestyle Absolutey eye-catching Transparency generates huge closeness to TV +50% SwitchIn XXL TV reach scale Maximum branding area in TV Split layout Uplift +58% Uplift Ohne Kontakt Source: SevenOne Media Research, August 2016, base: adults 18+, n=

16 SwitchIn offers decisive advantages stand-alone and in combination with TV Digital SwitchIn stand-alone Booking stand-alone without TV media Easy access into TV no TVC production On top contacts by family usage Awareness AND engagement Digital + TV SwitchIn + TV Media Booking in combination with TV media Activation of incremental reach Digital Touchpoint on 1st Screen Digital Awareness Booster Exclusive contact SwitchIn Increase in % % +24% Combined contacts SwitchIn Microsite TV spot Increase in % % +75% 0 Brand awareness Ad recall no contact SwitchIn exclusive contact 0 Brand awareness Ad recall no contact SwitchIn combined contacts Source: SevenOne Media New Media Research, CTV survey November 2014 Base: Connected TV users with SwitchIn contact, channels ProSieben, Sat.1, kabel eins and sixx 16

SwitchIn XXL is less annoying than different kinds of advertising 51,5% SWITCHIN XXL IS LESS ANNOYING THAN DIFFERENT KINDS OF ADVERTISING Question: How do you rate this

17 SwitchIn XXL is less annoying than different kinds of advertising 51,5% SWITCHIN XXL IS LESS ANNOYING THAN DIFFERENT KINDS OF ADVERTISING Question: How do you rate this particular type of advertising? This type of advertising... Base: Connected TV users on channels ProSieben, Sat.1, kabel eins and sixx; Source: SevenOne Media August

18 SwitchIn premium quality Only high-quality TV channel brands Maximum net reach, all formats All timeslots incl. PrimeTime 18

19 SwitchIn with strong benefits for brands TV reach with 1:1 audience selection, e.g. geo-targeting TV target group digitally addressable on 1 st screen TV innovation guarantees attention and positive image TV impact is well-known, positive effects are proven Brand-engagement by 1 st screen interaction (clickable) 19

20 Addressable TV-targeting continously improving Already established today Development in Audiencetargeting Geotargeting Behavioraltargeting Spot-Retargeting & cross-device-targeting AGF/GFK-Panel IP-basiert Cookie-basiert TV-und Digitaldaten-basiert e.g. Age, male oder female e.g. Federal states, cities, weather e.g. Federal states, cities, weather Connection between TV and Digital Data 20

21 Live weather data as a creative campaign element A B Powered by Targeting on weather condition or temperature Optional wetter.com CoBranding on XXL Layout Use with/without TV spot sunny - overcast fog, shower - thunderstorm 21

familiy singles Targeting on household level Efficient

22 First Mover for you Predictive Behavioural Targeting on TV for the first time NEW Attractive new target groupes familiy singles Targeting on household level Efficient media control Source: Adserver Tracking SevenOne Media, September

23 Predictive Behavioural Targeting: an Overview +46% Ø Uplift +46% Ø Uplift +45% Ø Uplift +38% Ø Uplift Techn. Targeting Single Households HHNI over Family Households Generation 50+ HH TV Selective Viewers NEU +80% Ø Uplift +47% Ø Uplift +50% Ø Uplift +20% Ø Uplift On Request Healthy Nutrition Garden Owners Outlet-Buyers Soccer-Fans Individual Segments Quelle: Validierung via Blindtest auf AGF/GfK Daten, 71M Research, August

24 ATV Targeting Campaigns Just Fit and Madeleine Family Households Generation 50+ Households 24

25 Time targeting enables situational SwitchIn use cases before shopping before meal before or to an event morning household items 06:00 12:00 delivery service 18:00 20:00 lotto-drawings 12:00 20:00 noon FMCG 06:00 12:00 catering/gastronomy 11-13: :00 event-live-stream 20:00 23:00 afternoon food/snacks 06:00 12:00 cereal/coffee/tea 06-09:00 13:00-16:00 cinema premiere/concert 12:00 20:00 71M advantage: All timeslots available incl. PrimeTime 25

26 TV spot retargeting allows contact optimization via ATV 1. TV FLIGHT TV Spot seen ADDRESSABLE TV FLIGHT SwitchIn XXL/Freestyle/Classic Storytelling Targeted storytelling Engagement Engagement booster through additional campaigns contacts Campaign contact TV Spot not seen 2. Campaign contact SwitchIn XXL/Freestyle/Classic Incremental Reach Increase of the net range Efficiency High efficiency of the overall campaign 1. Campaign contact 26

High frequency of TV usage ideal for ATV contact

(Multiply) (Incremental) Combination (Multiply +

with previous spot contact, optimize contact class

increase net reach Increase net reach and optimize

average ad contacts + 68-87% Uplift of incremental

class range Source: SevenOne Media Retargeting

27 High frequency of TV usage ideal for ATV contact optimization Contact class Net Reach A B C (Multiply) (Incremental) Combination (Multiply + Incremental) TV + ATV TV ATV TV + ATV Retarget TVs with previous spot contact, optimize contact class Address viewers without previous spot contact, increase net reach Increase net reach and optimize contact class on device level % Uplift of average ad contacts % Uplift of incremental net reach up to 10x more TVs in defined contact class range Source: SevenOne Media Retargeting Benchmark Cases with 22-33% ATV Media share, March 2018 Base: Addressable Smart TVs (connected) 27

At a glance Branded Red Button Interactive ad

Target group Time Individual Retargeting AGF Data

28 At a glance Branded Red Button Interactive ad placed on TV commercial SwitchIn placed on linear TV program (content) TV Spot nicht gesehen Targeting and media control Geo Regio Weather Target group Time Individual Retargeting AGF Data Frequency Capping Predictive Behavioural Source: SevenOne Media, May

29 TV becomes measurable! Individual tracking and reporting of all relevant campaign KPIs SwitchIn Classic/Freestyle/XXL Microsite usage Standard KPIs Optional KPIs KPIs Ad Impressions (AIs) (target-performance comparison) Unique Devices* (of the delivered impressions) Visits Visitors Clicks AIs by TV brands Ø Retention time / visit Interactions (depends on content and functions of microsite) Clickrate AIs by advertising material ** Ø Page views / visit Ø Interactions / Visit (depends on content and functions of microsites) Optional: + tracking pixel (see technical specifications) AIs by weekday Ø Video views / visit Optional: + tracking pixel (see technical specifications) AIs by hours AIs by context AIs by regio/city *** Details: see technical specifications *TV brand overlapping (one number) and per TV brand (each a number); **exception sequential delivery at SwitchIn XXL combi; ***For geo targeting campaigns 29

Programmatic TV - next generation addressable big screen

programmatically bookable Dynamic creatives delivery by events,

control Deal-model: programmatic guaranteed* *Programmatic

30 Programmatic TV - next generation addressable big screen advertising DSP All SwitchIn forms and targeting features programmatically bookable Dynamic creatives delivery by events, AGF-audience Real-time reporting and monitoring for transparency control Deal-model: programmatic guaranteed* *Programmatic Guaranteed =Inventory selection by 71M adserver, 100% of delivered AIs must be used and paid 30

31 1 I 2 I 3 I 4 I Addressable TV: classification Advertising opportunities Facts & Figures Appendix 31

households Smart TV households Smart TV connected HH Smart TV connected HH Addressable TV devices connected 3 Addressable TV HH connected 3 Household level

32 Reach about 10 Mio. householdes with 12 mio. Addressable TVs SmartTV coverage (household-/device-level) Share in mio. connecton rate 62% HbbTV share 2 >76% 1,2 Devices per household 1,2 Devices per household 38,7 (100%) 19,9 (52%) 12,3 (32%) 14,8 12,0 SmartTV STB 10,0 (26%) TV households Smart TV households Smart TV connected HH Smart TV connected HH Addressable TV devices connected 3 Addressable TV HH connected 3 Household level Device level HH level Source: Digitalisierungsbericht, Die Medienanstalten / Kantar TNS, ) GfK Retail & Technology, POS Tracking ) Adserver Tracking and self-reported, SevenOne Media,

33 12 m. connected devices support Addressable TV Devices (Unique Devices) 12 m. Connected TVs / month Source: Adserver Tracking SevenOne Media, April 2018

Addressable TV available throughout Germany Number of unique devices / regions 330.000 460.000 90.000 1.160.000 2.530.000 470.000 120.000 1.660.

34 Addressable TV available throughout Germany Number of unique devices / regions Schleswig-Holstein Hamburg Bremen Lower Saxony North Rhine-Westphalia Rhineland-Palatinate Saarland Baden-Württemberg Mecklenburg-West. Brandenburg Berlin Saxony-Anhalt Saxony Thuringia Hesse Bavaria Cities 1 Berlin Hamburg Munich Cologne Frankfurt am Main Stuttgart Hanover Dortmund Dresden Nuremberg Essen Karlsruhe Düsseldorf Münster Mannheim Bremen Leipzig Duisburg Erfurt Bonn Source: SevenOne Media (New Media Research), channel ProSieben, April

Red Button / HbbTV gaining relevance Awareness Red Button Red Button overlays seen 50 40 30 +32% 1 +14% 71% 3

RedButton Connected TV User 70% 3 NEXT TV SET WILL BE HBBTV CAPABLE 3 78% GOOD EXTENSION TO TV-PROGRAM 3 78%

user 14-49 years 2) Source: Berghofer, Digitalisierungsbericht (Video) 2018, Kantar TNS 12,268 Mio. Pers.

35 Red Button / HbbTV gaining relevance Awareness Red Button Red Button overlays seen % 1 +14% 71% 3 HBBTV WILL BECOMME MORE IMPORTANT Q4/16 Q1/17 Q4/16 Q1/17 Total TV User 34% 2 of Smart TV User use the RedButton Connected TV User 70% 3 NEXT TV SET WILL BE HBBTV CAPABLE 3 78% GOOD EXTENSION TO TV-PROGRAM 3 78% GOOD SERVICE OF BROADCASTERS 1) Source: View Time Report Base: adults 14 years and older with TV, Connected TV user years 2) Source: Berghofer, Digitalisierungsbericht (Video) 2018, Kantar TNS 12,268 Mio. Pers. Ab 14 Jahren, die OTT mind. 1x im Monat nutzen 3) Source: Online survey SevenOne Media, n=1.040 Base: HbbTV user 35

Smart TV is especially attractive for young target groups Smart TV trend Figures in % 80 70 60 50 59% programs I spend more time watching TV, since I find more often interesting for me.

36 Smart TV is especially attractive for young target groups Smart TV trend Figures in % % programs I spend more time watching TV, since I find more often interesting for me Smart TV ownership and usage are increasing Very attractive for younger audiences Ownership Usage Internet usage on Smart TV Source: Gfk household panel 01/2017 vs. 01/2016 Base: years with Smart TV Source: gfu Insights & Trends

37 Attractive early adopter target group in Connected TV CTV user / share in % Source; SevenOne Media / forsa 2016 Base: from 14 years, n=2.182; SevenOne Media (New Media Research), September

38 Benchmark CTR for advertising formats SwitchIn XXL Pure 0,27% CTR SwitchIn Classic 0,11% CTR SwitchIn XXL Kombi 0,26% CTR Medium Rectangle 0,67% CTR SwitchIn Freestyle 0,26% CTR Branded RedButton 0,03% CTR Source: SevenOne Media, Ø Addressable TV campaigns April 2018 October

39 Agenda 1 I 2 I 3 I 4 I Addressable TV: classification Advertising opportunities Facts & Figures Appendix 39

40 SwitchIn Campaigns

41 SwitchIn offers two access paths to interactive Microsite SwitchIn Launched automatically on program start for 10 seconds, no matter from which channel. TV usage Microsite Change of channel 1. Direct (Click while ad is visible) Startscreen (Click later after active ad display) 2. Indirect 41

42 Available on all TV formats of P7S1 channels Max Reach all timeslots Top 4 Day Time Access Time Prime Time 42

43 Sponsoring: Individual integration and direct link to format Case Emirates: The Taste 11 m. SwitchIn Classic 5.2 m. Sponsoring Opener/Reminder Emirates: Tastes of World The Emirates campaign together with The Taste arouse great interest for travelling and culinary experiences Source: Internal tracking, SevenOne Media 43

44 Market und technology 44

HbbTV signal Satellites (HD + SD) Astra 19,2 E Cable operators (HD + SD) Unitymedia Tele Columbus Primacom net cologne Vodafone Kabel Deutschland

45 HbbTV accessible nationwide in Germany Satellite (46%) P7S1 channels incl. HbbTV signal Cable digital (33%) P7S1 channels incl. HbbTV signal Terrestrial (3 %) P7S1 channels incl. HbbTV signal Cable analogue (9%) IPTV (9%) P7S1 channels incl. HbbTV signal Satellites (HD + SD) Astra 19,2 E Cable operators (HD + SD) Unitymedia Tele Columbus Primacom net cologne Vodafone Kabel Deutschland DVB-T Netze (SD) Bayern Niedersachsen Rheinland-Pfalz Nordrhein-Westfalen Hessen Berlin Hamburg Bremen Cable operators analogue All operator IPTV Deutsche Telekom Vodafone Source: P7S1 Distribution, January

46 HbbTV is bound to become a global standard In Regular Operation Announced / Trials Under Consideration Inactive Countries [Status ] 46

47 HbbTV is an official standard and uses existing TV and online technologies 47

48 Contact SevenOne Media GmbH Medienallee 4 D Unterföhring Tel. +49 (0) 89/ Fax +49 (0) 89/ Sales Region Hamburg An der Alster 47 D Hamburg Tel. +49 (0) 40/ Fax +49 (0) 40/ Sales Region Düsseldorf Zollhof 11 D Düsseldorf Tel. +49 (0) 211/ Fax +49 (0) 211/ Sales Region Frankfurt Rotfeder-Ring 11 D Frankfurt/Main Tel. +49 (0) 69/ Fax +49 (0) 69/ Sales Region Berlin Rungestr. 22 D Berlin Tel. +49 (0) 30/

49 Ein Unternehmen der ProSiebenSat.1 Media SE

ADDRESSABLE TV. Unterföhring, April 2018

ADDRESSABLE TV. Unterföhring, April 2018 ADDRESSABLE TV Unterföhring, April 2018 Agenda 1 I 2 I 3 I 4 I Addressable TV: classification Advertising opportunities Facts & Figures Appendix 2 Digital Revolution on TV 12 mio. devices addressable SwitchIn