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I Page 1 | ProSiebenSat.1 Media AG | Dr. Philipp Meixner| 9th of June, 2015
Converting pan-European Reach into Value –
the Case of Media Investments
Dr. Philipp Meixner
9th of June, 2015

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4
Overview
Company Information
Case Studies
Contact Information
Agenda

The rational of Media Investments
. Reck (MD of GetYourGuide and 7VPD-Winner) E-Commerce News Magazine, November 2013
“TV ads have a tremendous impact on user generation of online businesses.”

The value of Media Investments
Basis [14-49 years]: 7.442 Cases // Source: SevenOne Media, forsa, Enigma GfK, mindline media
0
50
100
150
200
250
2002 2004 2006 2008 2010 2011 2012 2013
TV Newspaper Journal Internet
Media and transfer methods, Ø daily usage
[in minutes] 205
minutes
115
minutes
28
minutes

The structure of Media Investments
Equity Share
and/or revenue share
Media + Cash
to accelerate growth
Investment Compensation

The impact of Media Investments
• Boost both efficiency and effectiveness of SEM performance
• Benefit from ~20% cost savings due to increased unpaid search
traffic
• Direct traffic is observed to double after TV advertising
• Boost download numbers and be at the top of app store
rankings
• Increase SEO presence: 3x more visibility on average, up to 60x in
one case
• TV media also helps re-activate dormant customers
• TV reduces bounce rates due to increased brand traffic
• We have typically see higher conversion rates post the TV flight
CPC CTR
% Direct traffic
2x
1/2 2x
Reactivation
Bounce rates
Conversion
Visibility
3x
Direct traffic /
installs
SEM
SEO
OTHER

Today we are one of the leading Media Investors globally
. Reck (MD of GetYourGuide and 7VPD-Winner) E-Commerce News Magazine, November 2013
“This type of funding model is not new in the media world but ProSiebenSat.1
has been the only broadcaster (…) to implement this at a broader scale (…)”
Goldman Sachs Analyst Report, May 2014

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Overview
Company Information
Case Studies
Contact Information
Agenda

ProSiebenSat1 builds lasting, category defining companies
all over Europe
Leading investor in Europe
One of Europe’s leading media
powerhouses
• P7S1 Group with 30% market share in core
markets
• Reaching 42 Mio households
• Leading online network with 250 Mio visitors per
month
• Embedded into ecosystem
of online performance marketing
and creative agencies
• Pan European deals
through media alliance
• ~ EUR 1,600 Mio GROSS-MEDIA
• ~ EUR 200 Mio CASH
• ~ 100 DEALS
• DACH, USA (SF/NY), Israel, UK and France
• Leading international Co-Investors

Note: Investments based on straight equity or equity-like components by entire D&A segment, incl. Accelerator (warrants in Deezer included in <10% Minorities)
1. On a non-diluted basis (warrants and convertibles included in <10%). 2. Majority acquisitions in Flaconi and Amorelie signed in Q1 2015 with envisaged closing in Q2 2015.
Minorities (10-50%)1
Majorities (>50%)2Minorities (<10%)1
~30 assets 13 assets~20 assets
Selection Selection
Selection
Other
ProSiebenSat1 is Europe‘s #1 Media Investor with a strong
current portfolio (approximately 60 mainly digital assets)

To cover key European markets, P7S1 initiated the European
Broadcaster Alliance
Discussions with further
partners ongoing
France
UK
CEE
Poland
Turkey
Germany
Greece
With >200m reach,
we have built-up the
leading media network
in EUROPE

Investments
Leading in Media-for-Equity, Media-for-Revenue
as well as strategic and financial investments in
Europe/ US & Israel
Marketing Power
In German speaking market SV reaches 96% of
all households up to 200m viewers in Europe
combined with an unrivaled portfolio of digital
platforms
P7S1 has offices in the US, Israel, UK, F and DACH to reach
out for market leadership
SF
NY
M
Israel
L
Z
W
International presence of SevenVentures and ProSiebenSat.1
Member of the ProSiebenSat.1 Media Alliance
P
Network and Ecosystem
Launchpad services incl. operational support as
well as business intelligence services, online
performance marketing and creative agencies

Testimonials
Music and artists / athletes
Creative
Spot testing / -booklet;
spot concept and production
Network &
Know-How
Win retails partners;
P7S1 portfolio synergies
Performance
Marketing
TV-SYNC Search
TV Analytics
Response based planning &
optimization (AMY)
Operational
Services
Infrastructure for
market entry
BI & Data
Industry benchmarks & KPIs
across ~ 60 companies
TV
Investment
TV media and beyond – a strong universe of value
adding services around our nucleus of unparalleled reach

1
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Overview
Company Information
Case Studies
Contact Information
Agenda

Zalando growing to a EUR >6bn company, establishing a new
market segment
• Impressive establishment of new
market segment for “buying shoes
online“
• Zalando as clear market leader with
brand awareness of >95% in Germany
• Successful revenue growth from EUR
20m to >EUR 1bn
shoes onlineZalando
01/2006 07/2012
Zalando becomes
dominant
synonym for
“shoes online”
No organic search
traffic for „shoes
online“
Launch TV
campaign
Online search volume

Jawbone pursuing strong brand campaign in Q4 with
significant Prime Time share on Top Channels…
Jawbone TV Campaign
• Jawbone with a
substantial and market
changing Gross Media
investment
• Strong campaign pushing
direct sales as well as
brand valuation
• Supporting full product
launch evolution strategy

…and achieving strong Performance KPIs throughout first TV
campaign and surpassing EMEA benchmark
Band Activation Rates
Hosain Rahman,
Jawbone CEO
What our Partners say
“Thanks to our strategic partnership
with P7S1, Germany has become our
fastest growing market. We leverage
P7S1’s market knowledge and have
gained a strong partner to continue
our expansion into Europe beyond
Germany.”
Jan’14
10x
Sell out Units
XMAS 14 XMAS 15
7x
Jan’15

Shopkick with successful launch in Germany within 8
months
8 months
Established
retailer network
Launched
in Germany
• Initially opened
>3,400 stores –
meanwhile already
~4,000 stores
Conducted
high reach campaign
• TV: 20m viewers
• PR: 20m readers
• Online/mobile: 10m
users
• Users: 500k within 2
months
Completed
exit
Kicked
off partner-
ship
Built
core team
• Selected among
pool of >500
candidates

Shopkick campaign driving growth to 500k users within 2
months
Shopkick impact
Kickoff TV
Campaign
Time
Cum. # of
Downloads
Selected investors prior to
exit to SK-Telecom in 2014
“ProSiebenSat.1 has been the best strategic
partner to accelerate shopkick’s start in
Europe that we could have asked for. They are
entrepreneurs like we are, from business
building to execution to consumer marketing.
World class.”
Cyriac Roeding - CEO
Reid Hoffman
• Shopkick with mid single-digit EUR Mio Gross Media spend in Q4/2014:
• Pro7 and Sat.1 as top channels with ~85% budget share
• Continuous optimization pushing conversion to downloads

OnePiece‘s German market entry with two TV
campaigns on P7S1…
• OnePiece invested ~ 2.5m
EUR Gross Media Volume on
P7S1 channels for two TV
campaigns
• TV investment significantly
push traffic and transactions
• TV campaign creates brand
awareness resulting in a
lasting effect on traffic and
transactions in off air periods
OnePiece TV Campaign

Significant increase in traffic…
…resulting in significant and lasting effects in
traffic and transactions
TV Break periodsTV Flight periods
+650%
+170%
2013* 2014 Thomas Adams,
OnePiece Co-
Founder &CEO
“Partnering with P7S1 for our marketing
in Germany was a great success.
The TV Campaigns were highly
effective in the on-air periods and
maintained a strong lasting effect on
increased sales.
P7S1 has become an important
marketing partner of ours in Europe.”
…along with an outstanding
transaction rise
TV Break periods
+330%
+184%
TV Flight periods
20142013*
*reference period in 2013 without TV activity

Highly efficient and target-group-specific TV campaign
generated 3x higher order value versus PY benchmark
“We could triple our already
substantial revenues in the
Christmas season in our first year on
air!”
XMAS
Year 0
XMAS
Year 1
Order value 3x
higher order
value
Order Value Performance
Company A:
Lifestyle Segment

Highly efficient and target-group-specific TV campaign
generated 3x higher order value versus PY benchmark
Increase in effectivenessTV induced traffic uplift
Company B:
Lifestyle Segment
100
230
115
198
147
324
227
Pre TV 1st Flight TV Break 2nd Flight TV Break 3rd Flight TV Break
100
55 50
TV Flight 1 TV Flight 2 TV Flight 3
+130%
(indexed)
Ø Visits per day (indexed)
+73% +120%
-50%
100 = Ø SEM CPC
Massiv efficiency gain
after 1st flight!

Lifestyle Company traffic displaying strong correlation w/
media volume resulting in attractive ØCPV of €3.1
• TV campaign:
• GMV: ~ EUR 5m
• Incremental Campaign-Visits: 1.6m
• Ø CPV: ~EUR 3.1
In real numbers:
1 EUR net invest generating ~EUR 1.34
add. EBITDA ROI 34%
1.000
800
600
400
200
0
400
300
200
100
0
3210-1-2 121110987654-4 151413-3
Visits Non-Branded Traffic GMVBranded Traffic
Pre-TV TV
Note: Branded traffic including Direct type-in and Search Brand // Source: Company data, D&A Media
Company C:
Lifestyle Segment

Avg. Visits per Day
Overall Visit increase during TV period primarily driven by TV
induced Branded Visits
0
10.000
20.000
30.000
+143%
TV
~28.000
Pre-TV
~11.500
0
5.000
10.000
15.000
+560%
TV
~13.200
Pre-TV
~2.000
Note: Branded traffic including Direct type-in and Search Brand // Source: Company data, D&A Media
Avg. Branded Visits per Day
Company C:
Lifestyle Segment

1
2
3
4
Overview
Company Information
Case Studies
Contact Information
Agenda

Contact Information
Dr. Philipp Meixner
Investment Director
Philipp.Meixner@ProSiebenSat1.com

ProSiebenSat.1 - NOAH15 Berlin

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