Digital Disruption – Using the power of multichannel - Workshop by Arne Bergmann, Managing Director Marketing & Sales of Axel Springer at the NOAH 2015 Conference in Berlin, Tempodrom on the 9th of June 2015.

1. Digital Disruption
Using the power of multichannel
Arne Bergmann
Managing Director Marketing & Sales

2. “Europe‘s biggest publishing house
– a dwarf in the internet. Now they
have at least a strategy”
October 2000
1%
99%
Digital Media on EBITA in the year 2000

3. Where we come from: Publisher´s classical
business model transferred to the digital world
Classifieds revenue Marketing revenue
Copy Sales

4. That’s the reason why Axel Springers print
strategy is also used for the digital business
Cars & local
Jobs
Based on reach
Real estate Performance basednational/ international
Paid contentCetegory offers Marketing offers

5. Organic growth and growth through acquisitions
Organic growth
Acquisitions
Acquisitions > 80
Organic > 110
 > 190
2007 2008 20102009 2011 201320122006 2014
Hinweis: Auswahl; kumulierte Zahlen

6. Today 63% of the revenues and 72% of EBITDA
are from digital activities
468
360
962
712
470
378
208
24
+69% p.a.
2014 Q1
14
1,616
2013
+30%
1,329
Q1
15
2012
1,174
201120102009200820072006
97
79
366
281
246
158
86
43
2114
2008 20112009 201020072006 2012 Q1
14
+109% p.a.
Q1
15
+23%
2013 2014
Revenues of digital activities; in Mio. € EBITDA of digital activities; in Mio. €

7. "Springers way is radically.
But it is the right."
…however. It is not enough!
72,1%
27,9%
Digital Media on EBITA at the 01-09/2014

8. A challenge that we must meet

9. ASMI is operating within a constantly changing
competitive environment
now then….
= revenue 2014

10. New trends – new business fields
1
2
3
Print to online
Online to mobile
Environment to audience

11. From print to online to mobile
48.1 48.7 50.2 51.7
16.6 14.7 13.1 12.5
12.7 11.9 11.4 10.7
10.7 12.4 12.5 12.2
5.9 6.1 6.3 6.1
4.5 4.5 4.8 4.90.1 0.3 0.4 0.7
radio
1,4
poster
1,31,4
magazines
B2B magazines
2014
TV
1,2
newspaper
online
mobile
20132011
Anmerkung: Zeitungen ohne Rubriken und Beilagen; * Online-Daten ab 2011 durch eine veränderte Bewertung der
Low-TKP- /CpX-Buchungen nicht mit den Daten der Vorjahre vergleichbar;
2012
Total gross advertising revenues and media split in %
22.007.859.910 22.126.598.661 23.065.190.954 24.269.337.082

12. Media agencies as an independent business level
Marketer
Agency Customer

13. Ongoing increase of media channels and services
 Print
 Online
 Mobile
 Tablet
 Social Media
 Creative Services
 Media Consulting
 Market Research
 Sponsoring
 Point of Sale
(Creation & Promotion)
Currently
ASMI
 Print
 Online
 Mobile
 Tablet
 Social Media
 Creative Services
 Media Consulting
 Market Research
 Sponsoring
 Point of Sale
(Creation & Promotion)
 Video production
(AS Video)
 Corporate publishing
(WELT)
 Media cooperation
(WELT)
 Events & promotion
(PACE)
 Merchandising
(BILD, WELT)
 Direct marketing
(Mailing, e-mailing)
 Portfolio- growth national
(zanox, idealo, etc.)
 Portfolio growth international (AS
International)
 Out of Home
(Ströer / Mediasales)
Directly At Axel Springer
ASMI + Axel Springer investments + Close Partners
 Digital Audience Extension
 TV Media
 Radio Media
 Print Media Extension
 Retargeting
 App development
 Shop development
 Websites
 Logistics
 Public Relations
 Tracking
 Content Marketing
Through Partnerships

14. With our strong brands we reach 85% of the
German speaking population
Print
Online
Mobile
*Source: b4p 2014 II, Basis GG (70,52 Mio.); Print: LpA, Digital: NpM; Vollbelegung pro Monat; Alle von ASMI in 2015 vermarkteten, darstellbaren
Angebote
85.3%
Net reach*

15. ASMI is Germany´s largest crossmedia marketer
Print
Online
Mobile
TV

16. ASMIs strategic agenda for 2015
2015
Extending video inventory
Portfolio extension
Maximizing customer and agency service
Continuous product innovation
Technological innovation

17. Successful marketing topics
National league BILDAugmented Reality
Luxury Art Editions Nation-ProductBILD for everybody
High end supplements

18. Innovations and highlights with BILD
2010/12 2013 2014
3D BILD XXL BILD BILD für
Alle
BILD zur
Wahl
BILD zur
WM
BILD zum Mauerfall
2015
BILD Vision der
Zukunft
BILD zur deutschen Einheit

19. With our strong brands we reach hole Germany in
2015 through all channels & levels
*ma 2014 Presse II (Ʃ of the respective net reach); AWA 2014 (Ʃ of the respective net reach); AGOF internet facts 2014-07 (Ʃ UUs single months); AGOF mobile
facts 2014-II (Ʃ UUs single month, Basis: German speaking residential population aged 14 +; ** TTL single offer users (overlapping not taken into consideration).
Über
155 Mio.**
Kontakte
magazines
31.95 Mio.
Individual offer-user*
Digital media
103.85 Mio.
Individual offer-user*
Newspapers
2.,43 Mio.
Individual offer-user*
*

20. Multimedia with

21. Februar März
WELT
Gesundheits-
Woche
ITB Berlin
September
Juni
Januar
April
November
Mai
Oktober
ASMI Highlights 2015
Dezember
Juli
DFB- &
Champions
League Finale
Das
goldene
Lenkrad
August
Bundesliga
Auftakt
Vision der
Zukunft
DIE WELT
Kunst-
ausgabe
Das grüne
Lenkrad -
Auftakt
Sport BILD
Award
Connected
Sports
Augmented
Reality
Stylebook
Fashion
Week
Goldstück
me. Style
Award
Metal
Hammer
Award
Show
Neue
Formate
Print-
Targeting
BILANZ
ME.Urban
Mode
Award
Weihnachten
25 Jahre
Deutsche
Einheit
WELT
Genuss-
Tage
Die
Goldene
BILD der
FRAU
Sport BILD
Warm Up
Luxus
WELT am
SONNTAG
Portfolio-
erweiterung
50. Goldene
Kamera
WELT
Wirtschafts-
gipfel
Themenwochen
AUTO
BILD TV
ASMI Strike
Ein Jahr nach
der WM
AUTO BILD
Markenwahl
BILD der
FRAU XXL
Genfer Auto
Salon
Millionen-
reichweite
Social
Hub
65. Berlinale
200 Millionen Deal
Future
Edition
Festival-
kalender
BILD
Magazin
PS WELT
Die besten
mobilen
Marken
BLAU
WELT Magazin
Gesundheit
Feiertags-
ausgabe
Schwarz-Rot-
Goldene Ausgabe

22. Multichannel campaign – Samsung
opening spread
advertorial
tablet
full banner
edge ad
readers test
mobile

23. Custom made ad specials with user involvement
– Volkswagen
1 2 3

25. The “Volks” product – a success story
Smartwares: Volks.Rauchmelder
Stada: Volks.ErkältungsmittelAlpina: Volks.Farbe VWN: Profi.Transporter
Smartmobil: Volks.Flat
Philips: Volks.Rasierer
Goodyear: Deutschland.Reifen OTELO: Volks.Allnet-Flat
TrekStore: Volks.Tablet
Phiips: Volks.Zahnbürste

26. Exclusive ads in BILD & BamS
Action platform and bridge
ad on BILD.de
Special ads on
BILD.de Mobil & BILD.de tablet app
Promotions at p.o.s.
4-pages supplement in BILD & BamS
Cross media Staging
Direct-marketing:
„Volks“-newsletter
Cross-device
video advertising

27. Print
Smart TVBILD.de Online
Integration BILD.de Tablet-App
Integration BILD.de smartphone
news-App & BILD.de Mobile
Smartphone-App
Bundesliga by BILD

32. BILD special edition – 25 anniversary of the
German reunification

33. Arne Bergmann
Managing Director Marketing und Sales
Axel Springer Media Impact GmbH & Co. KG
arne.bergmann@axelspringer.de