Post on 28-Sep-2020
transcript
Entertain. Inform. Engage.
December 2018
CREATING THE FUTURE OFADVERTISING AT RTL GROUP
1 RTL Group at a glance
2
Agenda
2 ‘Total Video’ strategy
2
RTL Group at a glance
3
A leader across broadcast, content and digital
Leading broadcasterin Europe
Leading global TV entertainment producer
Leading European media company in online video
X% 2017 audience share in target group
#% Broadcaster position in country
36.9% #1
28.5% #1
22.3% #2
31.1% #1
28.5% #2
31.2% #1
28.6% #2
Leading onYouTube
Leading catch-upTV offers
Top 5 video advertising sales
platforms
RTL Group at a glanceEurope’s leading free-to-air broadcaster…
Source: published full-year results* Converted at an exchange rate of £1.00 to €1.1415
1.7
2.1
3.6*
3.6
4.1
6.4
0 1 2 3 4 5 6 7
FY 2017 REVENUEin € billion
4
RTL Group at a glance
5
… with wide reach and strong content production …
With operationsin 30 countries,creating 12,500 hoursof TV programming a year
Producing number oneprime-time shows for major broadcasters in almost every major TV market in the world
Distributing more than20,000 hours of content
in over 200 territories
Over 400 titles onair or in production
at any one time
RTL Group at a glance… and one of the global leaders in online video
6
#1 MPN in EU #1 MPN Event in EU – Videodays
Europe’s leading branded content network
Unmatched global reach & consistent growth
Influencer marketing with data / retargeting expertise
#1 MPN in Nordics
Unique direct salesteam for branded content
#1 in fashion and beauty
#1 MPN globally
#1in NorthAmerica
#1in Europe
#1in Nordics
Strategy
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‘Total Video’ is at the heart of our consumer and brand-centric strategy
7
LINEAR
TV
Nurture
NON-LINEAR
Total Video
Expand
CONTENT
Total Video
Grow
Total Video
TECH & DATA
Scale
Financials 2017Digital: a very dynamic third strategic pillar
DIGITAL REVENUEIn € million
3.5x
+23%YOY
2013 2014 2015 2016 2017
295
508670
826
233
Source: Internal figures.1. Divimove: revenue included in 2017, not 2016.
+22.4%1
+23.2%
+33.2%
TOTALVIDEO
On track to achieve digital revenue goal of 15% by 20204.0% % of total RTL Group revenue 13.0%
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1 RTL Group at a glance
9
Agenda
2 “Total Video” strategy
9
Strategy
10
‘Total Video’ is at the heart of our consumer and brand-centric strategy
10
Total Video
Total Video
Total VideoTV
TECH & DATA
Leverage ad-tech and data driven
monetization
LINEAR
LeadingEuropean FTA
CONTENT
Growingdrama catalogue & digital
brands
NON-LINEAR
ExpandingVOD and MPN position
28.4% #1
32.3% #1
35.2% #1
23.5% #2
29.7% #2
34.3% #2
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Linear broadcast – portfolioWe are continuously optimizing our families of linear channels…
27 FTA channels
33 Pay-TVchannels
31 radio channels
+6 FTA channels
added since 2013
+10 Pay-TVchannels
added since 2013
+2 radio stations added
since 2013
#X
Note: Market share refers to Group view* TG 14-59, all day, in %
Position X% 2016 market share in target demo
Linear broadcast – TV consumption
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…to manage the continued usage decline across core markets
Total demo
HY ’16 HY ‘ 18
209
224229
196
Commercial demo
CAGR
Viewingtime
Net reach and viewing time 1 per target demoTop 3 EU, daily net reach in %, Viewing time in avg. min. per day
70% 69%Reach
66%65%
Germany France Netherlands
HY ‘17
226
200
69%
65%
CAGR
HY ’16 HY ‘ 18
226
224228
210
78% 75%
77%74%
HY ‘17
227
222
76%
77%
HY ’16 HY ‘ 18
158
155175
134
74% 70%
75%71%
HY ‘17
164
145
72%
72%
-1%
-4%
-1%
-2%-2%
-0.4%
-5%
-1%
-8%
-6%
-8%
-6%
SOURCE: Source EuroData, and RTL business units for Linear TV+DVR viewing time1) Commercial demos are 14-59 for DE, housewives under 50 for FR, 25-54 for NL; total demos are 3+ for DE, 4+ for FR, 6+ for NL
-1% 0%
-2%-0.3%
-2% -2% -3% -3%
-4%-1%
CAGR CAGR CAGR CAGR
-1%-3%
Focus: expanding the total video offering
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Our strategy for the ‘Total Video’ world
Accelerate scripted content production
TOTALVIDEO
Grow ad-tech, leverage data
Strengthen long-form VOD
03NON-LINEAR TECH & DATA CONTENT01 02
Expand multi-platform capabilities
Continue to invest in digital brands
1.6$
0.8$
Agency
1.0$
Ad spend PublisherDMP /Data
sources
DSP
0.6$
Adexchange
0.2$
SSP
5.8$
10$
14
Simplified
Strategic priorities – Grow ad-tech, leverage data ow ad-tech, leverage dataInvested in ad-tech to control monetization and connect to demand directly
Importance of tech in mediaSplit of ad spend across advertising value chain
Provide most valuable offer to our clients
Maintain control of data/ consumer insights
Avoid dependencies on 3rd parties
03 Tech & data
Strategic priorities – Grow ad-tech, leverage data ow ad-tech,
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Prepared for digitalization of TV – covering ‘Total Video’ advertising journey
RTL GROUPINVESTMENTS
NON-LINEAR PC / Mobile
LINEAR TV / Set top boxes
Household level targeting
(linear)
Still in pilot phase
Programmatic linear TV
Over the Top Addressable TV
Cross-screen Optimisation
ProgrammaticOnline Video
03 Tech & data
Strategic priorities – Grow ad-tech, leverage data ow ad-tech,
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Early-mover in offering innovative solutions for premium video sales…
NON-LINEAR PC / Mobile
LINEAR TV / Set top boxes
Household level targeting
(linear)
Programmatic linear TV
Over the Top Addressable TV
Cross-screen Optimisation
ProgrammaticOnline Video
Audience-based linear TV buying15.4m devices > 40 % of mkt
HbbTV addressable TV (OTT)Premium VOD Live TV Live Sports
Zip-code level targeting
Premium connected TV (OTT)
+20-25% +40-50% +75%CAGR ‘17-19*
* US market based on McKinsey estimations
03 Tech & data
…coupled with customer-centric sales house expertise in core marketsStrategic priorities – Grow ad-tech, leverage data ow ad-tech,
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DIGITAL
FTA TV
TECH
SALES
Mass reachacross audiences and countries
Best-in class tech assets
Cross-screen optimization
…premium inventory and tech …offers to our partnersLeading Pan-EU footprint...
03 Tech & data
SpotX EU (smartclip)
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Case Study: addressable TV ad server
Time-basedGeo-based Device-based Context-basedCurrent activity: contextual targeting
Vision for tomorrow: individual targeting
Addressable TV
One-to-One
Tech
Clypd
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Optimise linear TV monetisation for demand and supply
Clypd
Enable audience-based linear TV sales, offering 70+ cable network channels in US
Offer workflow automation, data-enhanced decision and provides media partners with tools to manage sales
Empower sales teams to access new types of demand
Strategic play
Bridge TV and digital supply
Enhance forecasting and audience data insights
Leverage our assets and total video approach
Tech
Videoamp
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Unify audiences across devices and optimises ad spending
Videoamp
Unify audiences across devices & optimizes cross-screen monetisation
Connect TV data from 33 million U.S. set-top boxes
Drive return on ad spend for cross-screen advertising working off of a unified data set
Strategic play
Offer holistic cross-screen audience buying (deduplicated TV/Online)
Give privileged access to premium inventory
Opportunity to expand presence of Videoamp in Europe
Tech
Looking forward
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More organic growth initiatives across all our main businesses
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Expand local video-on-demand services
Continue push into scripted drama
Build global MPNs and ad-tech stack
BROADCAST
CONTENT
DIGITAL
Re-inventing RTL’s pioneering spirit
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THANK YOU