ADDRESSABLE TV. Unterföhring, February 2018

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1 ADDRESSABLE TV Unterföhring, February 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 11.5 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 91% coverage Smart TVs 2016 Source: GfK Retail & Technology, 02/2017 5

Three different approaches for Addressable TV

Addressable TV Maximum impact, awareness- and

image-transfer MidRoll PostRoll Multiscreen Wrap

Microsite SwitchIn Freestyle Microsite SwitchIn

6 Three different approaches for Addressable TV campaigns InStream Top InStream impact Addressable TV Maximum impact, awareness- and engagement-push 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 6

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

Branded RedButton Regional erlaubt auch regionalisierte, interaktive TV Spots Branded RedButton national / regional Microsite (regionalized) Displayed with all TV spot motives Direct Positive

10 Branded RedButton Regional erlaubt auch regionalisierte, interaktive TV Spots 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

14 SwitchIn XXL Kombi perfect combination of both SwitchIn layouts SwitchIN XXL Pure 0,17% CTR SwitchIn XXL Kombi SwitchIn Classic 1. contact: Big Branding area for awareness contact for reminding Source: SevenOne Media, Ø Addressable TV campaigns July December

OPEL SwitchIn Case Study SwitchIn family with convincingly

Exclusive placement on linear TV program Top innovation

huge closeness to TV TV reach scale Maximum branding area

+29% Uplift 14 16 +50% Uplift 20 +58% Uplift Ohne Kontakt

15 OPEL SwitchIn Case Study SwitchIn family with convincingly impact SwitchIn Classic SwitchIn Freestyle SwitchIn XXL Exclusive placement on linear TV program Top innovation with TVimpact Absolutey eye-catching Transparency generates huge closeness to TV TV reach scale Maximum branding area in TV Split layout Unsupported advertising remembrance 5 +29% Uplift % Uplift % Uplift Ohne Kontakt Source: SevenOne Media Research, August 2016, base: adults 18+, n=1.000

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

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

Reaching attractive target groups with Predictive

Uplift in target group Uplift in target group HHNI over

Uplift in target group Source: AGF in collaboration with

00-3.00 o clock), Base: TV households; validation via

23 Reaching attractive target groups with Predictive Behavioural Targeting Single HH Family HH +62% +58% Uplift in target group Uplift in target group HHNI over 3,000 Generation 50+ HH +40% +39% Uplift in target group Uplift in target group Source: AGF in collaboration with GfK; TV Scope 6.1; first 6 months 2017 ( , weekdays, o clock), Base: TV households; validation via blindtest on AGF/GfK Data status June, 71M Research, July

based on TV watching in total Segmentation of individual AGF target groups Detailed briefing for target

24 More Adressable TV targeting options TV selective watcher Individual target group segments Technical targeting based on tv using Less than 15 minutes daily TV usage, in average Less than 15% commercials based on TV watching in total Segmentation of individual AGF target groups Detailed briefing for target group characteristics to check realizability based on AGF- and TV- user data Needed lead time: minimum 8 weeks 24

25 More Adressable TV targeting options Single households Generation 50+ households 25

Time targeting enables situational SwitchIn

or to an event morning household items 06:00

lotto-drawings 12:00 20:00 noon FMCG 06:00

06-09:00 13:00-16:00 cinema premiere/concert

26 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 26

27 Innovation at its best: Retargeting on(addressable) TV Targeted contact class modulation Intensification TV commercial seen intensification Incremental Reach TV commercial not seen Net coverage Source: SevenOne Media August

28 TV retargeting allows storytelling und incremental reach 1. TV FLIGHT TV Spot gesehen ADDRESSABLE TV FLIGHT SwitchIn XXL/Freestyle/Classic Storytelling Targeted storytelling Engagement Engagement booster through additional campaigns contacts Campaign contact TV Spot nicht gesehen 2. Campaign contact SwitchIn XXL/Freestyle/Classic Incremental Reach Increase of the net range Efficiency High efficiency of the overall campaign 1. Campaign contact 28

At a glance Branded Red Button Interactive ad placed

program (content) TV Spot nicht gesehen Targeting

Time Individual Retargeting AGF Data Frequency

29 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, December

30 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 30

Programmatic TV - next generation addressable big screen

programmatically bookable Dynamic creatives delivery by events,

control Deal-model: programmatic guaranteed* *Programmatic

31 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 31

32 1 I 2 I 3 I 4 I Addressable TV: classification Advertising opportunities Facts & Figures Appendix 32

33 Every second household has a Smart TV Household cover Smart TVs Share in % 70% 66% 60% 50% 40% 42% 53% 30% 28% 20% 10% 4% 9% 18% 0% Source: IHS April/June 2015; gfu-study may 2016, n=5.000, GfK Retail & Technology, 08/

Technology-standard completely established in only 3 years HbbTV function is standard in current Smart TVs 100% 90% 80% 70% 66% 90% 92% 93% 91% 91% of current

34 Technology-standard completely established in only 3 years HbbTV function is standard in current Smart TVs 100% 90% 80% 70% 66% 90% 92% 93% 91% 91% of current Smart TVs with HbbTV 60% 50% 40% 30% 34% 20% 10% 0% 2% Smart TVs equipped with HbbTv Source: GfK Retail & Technology, 02/

More than 32 m. connected TVs and 23 m. devices with HbbTV sold Connected TVs 2004 2016 in m. 35 Devices with HbbTV 2004 2016 in m. Addressable TV 25 30 25 6,7 32 m. CTV 20 23 m.

35 More than 32 m. connected TVs and 23 m. devices with HbbTV sold Connected TVs in m. 35 Devices with HbbTV in m. Addressable TV ,7 32 m. CTV m. HbbTV m. Smart TV , , Set-Top-Boxes, DVD-Player etc. Smart TV (incl. Smart TV, Digital-Receiver, DVD/ BluRay-Player) Source: GfK Retail & Technology, 02/

36 11.5 m. connected devices support Addressable TV Devices (Unique Devices) 11.5 m. Connected TVs / month Source: Adserver Tracking SevenOne Media, September 2017

37 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 Nuremberg Hanover Düsseldorf Essen Dortmund Dresden Leipzig Bremen Karlsruhe Mannheim Duisburg Münster Erfurt Bonn Source: SevenOne Media (New Media Research), channel ProSieben, September 2017

Red Button / HbbTV gaining relevance Awareness Red Button Red Button overlays

Q1/17 Q4/16 Q1/17 TV Nutzer gesamt Connected TV Nutzer 70% NEXT TV SET WILL BE

BROADCASTERS Source: View Time Report Base: adults 14 years and older with TV,

38 Red Button / HbbTV gaining relevance Awareness Red Button Red Button overlays seen % 71% HBBTV WILL BECOMME MORE IMPORTANT % Q4/16 Q1/17 Q4/16 Q1/17 TV Nutzer gesamt Connected TV Nutzer 70% NEXT TV SET WILL BE HBBTV CAPABLE 78% GOOD EXTENSION TO TV-PROGRAM 78% GOOD SERVICE OF BROADCASTERS Source: View Time Report Base: adults 14 years and older with TV, Connected TV user years Source: Online survey SevenOne Media, n=1.040 Base: HbbTV user 38

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.

39 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

Attractive early adopter target group in

SevenOne Media / forsa 2016 Base: from 14

40 Attractive early adopter target group in Connected TV 92% of the Germans use a television CTV user / share in % 65 28% are connected to the internet Source; SevenOne Media / forsa 2016 Base: from 14 years, n=2.685; SevenOne Media (New Media Research), December

41 Benchmark CTR for advertising formats SwitchIn XXL Pure 0,23% CTR SwitchIn Classic 0,31% CTR SwitchIn XXL Kombi 0,16% CTR Medium Rectangle 0,68% CTR SwitchIn Freestyle 0,25% CTR Branded RedButton 0,03% CTR Source: SevenOne Media, Ø Addressable TV campaigns August - January

42 Agenda 1 I 2 I 3 I 4 I Addressable TV: classification Advertising opportunities Facts & Figures Appendix 42

43 SwitchIn campaigns 2017/2018 Honda Paramount Pictures Diageo Captain Morgan Köln Messe Hexal tegut Parship The Walt Disney Company MINI C&A The Walt Disney Company Concorde Filmverleih Borco Paramount Pictures Schock Spülen Who s Perfect Emirates Paramount Pictures 43

44 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

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

Video Views *ASMI sites only in network rotation

46 Strong brands in Addressable TV and InStream portfolio Addressable TV 432 Mio. SwitchIn InStream 11,9 Mio. Video Views *ASMI sites only in network rotation bookable, no direct bookings Source: SevenOne Media, December

000 Calls of the special Germanys next Topmodel 2016 Find your ADAM style and

47 Sponsoring: Individual integration and direct link to format Case Opel Adam and Germany s next Topmodel ,6 m. Media library calls Calls of the special Germanys next Topmodel 2016 Find your ADAM style and win tickets for the Germanys next Topmodel 2016 final! Source: Internal tracking, SevenOne Media 47

48 Market und technology 48

HbbTV accessible nationwide in Germany Satellite (46%) P7S1 channels incl.

HbbTV signal Terrestrial (3 %) P7S1 channels incl.

HbbTV signal Satellites (HD + SD) Astra 19,2 E Cable operators (HD + SD) Unitymedia Tele Columbus

49 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

50 HbbTV is bound to become a global standard In Regular Operation Announced / Trials Under Consideration Inactive Countries [Stand ] 50

51 HbbTV is an official standard and uses existing TV and online technologies 51

52 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/

53 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