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LUMA Digital Brief 005 - Market Report Q3 2015

LUMA Partners Presents Digital Brief 005 - Market Report Q3 2015

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1
Q3 2015
Market Report
LUMApartners
Digital
Brief 005
2
Mobile
LUMA’s Singular Focus on Digital Media
Technology
Media
Marketing
MarTech
Digital
Content
Ad	Tech
Ø LUMA’s	expertise	is	at	the	intersection	of	Media,	
Marketing	and	Technology
Ø At	this	intersection	exists:
§ Digital	Content: content	sites,	MCNs,	game	
publishers,	aggregators
§ Ad	Tech: display,	search,	video,	mobile,	social,	
content	marketing/native,	connected	TV
§ MarTech: data,	analytics,	sales	and	marketing	
automation,	email,	predictive	tools,	commerce	
technology,	shopper	marketing,	payments
Ø Mobile proliferation	has	a	major	impact	on	these	
markets	and	LUMA	is	deeply	knowledgeable	on	
mobile
3
Overall Commentary on Consolidation
Ø In	our	second	Market	Update	(click	here	
http://bit.ly/1QLvD8W),	we	reported	55	
acquisitions	in	digital	media,	highlighted	by	
strategic	buyers	in	Commerce,	Ad	Tech	and	
Consumer	Internet
Ø The	deals	we	track	in	this	report	fall	into	one	of	
four	categories:
§ Large	(over	$500	mm)
§ Medium	($100	– $500	mm)
§ Small	($20	– $100	mm)
§ Sub	$20	mm	exits	are	considered	tech	and	team	deals,	
capitulations,	or	undisclosed
44
25 21 18 16 14
13
13
11
21 22
15
16
18
18 23
0
10
20
30
40
50
60
70
Q3	2014 Q4	2014 Q1	2015 Q2	2015 Q3	2015
Ad	Tech MarTech Digital	Content
U.S. Digital Media M&A Activity by Sector
#	of	Transactions
Ø Digital	media	M&A	activity	across	Ad	
Tech,	MarTech	and	Digital	Content	
reached	similar	levels	from	last	
quarter’s	high,	making	an	active	
summer	of	significant	deals
Source: LUMA Partners
55
MARKETING	TECH
CRM	SOFTWARE
INTERNET	ORIGINALS TELCO
MARKETING
MEDIA
DATA
CONSUMER	INTERNET
TECH	SERVICES
COMMERCE
Right Time
Decisioning of
Consumer Data
(Ad Tech and MarTech)
A Growing Robust Pool of Strategic Buyers
Ø Software	solutions	that	
enable	decisioning	of	
consumer	data	is	a	
capability	that	attracts	
deep	pocketed	strategics	
from	a	wide	variety	of	
industries
Ø Many	companies	from	
Ad	Tech	and	MarTech	
have	developed	these	
capabilities
6
Ad Tech M&A Activity
Ø Observations
§ Ad	Tech	M&A	activity	slowed	
during	the	summer
§ 6	of	the	14	deals	involved	video	
and	television	Ad	Tech,	signaling	
the	convergence	of	TV	and	video
Ø Looking	Ahead	– Mobile	Advertising
§ Following	the	AOL	– Millennial	
Media	acquisition,	we	expect	to	
see	more	attention	being	paid	to	
the	few	scaled	mobile	Ad	Tech	
companies	still	on	the	market	
§ Location	and	mobile	video	
technology	will	drive	the	most	
interest	from	potential	buyers
#	of	Transactions
Source: LUMA Partners
9
5 3 1 3
16
16
15
15 11
0
5
10
15
20
25
30
Q3	2014 Q4	2014 Q1	2015 Q2	2015 Q3	2015
+$100M <$100M
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LUMA Digital Brief 005 - Market Report Q3 2015

  • 2. 2 Mobile LUMA’s Singular Focus on Digital Media Technology Media Marketing MarTech Digital Content Ad Tech Ø LUMA’s expertise is at the intersection of Media, Marketing and Technology Ø At this intersection exists: § Digital Content: content sites, MCNs, game publishers, aggregators § Ad Tech: display, search, video, mobile, social, content marketing/native, connected TV § MarTech: data, analytics, sales and marketing automation, email, predictive tools, commerce technology, shopper marketing, payments Ø Mobile proliferation has a major impact on these markets and LUMA is deeply knowledgeable on mobile
  • 3. 3 Overall Commentary on Consolidation Ø In our second Market Update (click here http://bit.ly/1QLvD8W), we reported 55 acquisitions in digital media, highlighted by strategic buyers in Commerce, Ad Tech and Consumer Internet Ø The deals we track in this report fall into one of four categories: § Large (over $500 mm) § Medium ($100 – $500 mm) § Small ($20 – $100 mm) § Sub $20 mm exits are considered tech and team deals, capitulations, or undisclosed
  • 4. 44 25 21 18 16 14 13 13 11 21 22 15 16 18 18 23 0 10 20 30 40 50 60 70 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Ad Tech MarTech Digital Content U.S. Digital Media M&A Activity by Sector # of Transactions Ø Digital media M&A activity across Ad Tech, MarTech and Digital Content reached similar levels from last quarter’s high, making an active summer of significant deals Source: LUMA Partners
  • 5. 55 MARKETING TECH CRM SOFTWARE INTERNET ORIGINALS TELCO MARKETING MEDIA DATA CONSUMER INTERNET TECH SERVICES COMMERCE Right Time Decisioning of Consumer Data (Ad Tech and MarTech) A Growing Robust Pool of Strategic Buyers Ø Software solutions that enable decisioning of consumer data is a capability that attracts deep pocketed strategics from a wide variety of industries Ø Many companies from Ad Tech and MarTech have developed these capabilities
  • 6. 6 Ad Tech M&A Activity Ø Observations § Ad Tech M&A activity slowed during the summer § 6 of the 14 deals involved video and television Ad Tech, signaling the convergence of TV and video Ø Looking Ahead – Mobile Advertising § Following the AOL – Millennial Media acquisition, we expect to see more attention being paid to the few scaled mobile Ad Tech companies still on the market § Location and mobile video technology will drive the most interest from potential buyers # of Transactions Source: LUMA Partners 9 5 3 1 3 16 16 15 15 11 0 5 10 15 20 25 30 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 +$100M <$100M
  • 7. 7 Ad Tech – Notable Deals Acquirer Capital Raised Enterprise Value Comments N/A $238M AOL’s acquisition of mobile ad network Millennial Media is the missing piece to Verizon’s complete advertising strategy $59.8M ~$100M By acquiring BlackArrow,Cross MediaWorkswill be able to provide dynamic ad- insertion to live and video-on-demand TV content to its MVPD clients $23.2M ~$100M The combination of Supersonic and IronSourcecreates a mobile appfocused ad platformwith combined revenues expected to reach $450 million this year $25M $176M With the acquisition of Unruly, News Corp will gain access to the company’s expertise in video distribution and Ad Tech platform for its long list of brands N/A $732M The merger will form a comprehensive data platform that combines ComScore’s digital audience data with Rentrak’s census-based data on TV Source: Capital IQ; Crunchbase
  • 8. 8 MarTech M&A Activity # of Transactions Ø Observations § 3 transactions involved financial buyers acquiring marketing technology companies § HGGC acquired Strongview and European-based Selligent while Permira acquired eBay Enterprise Ø Looking Ahead – Convergence of MarTech and Ad Tech § Salesforce and Oracle recently announced tighter integrations with Ad Tech / paid media § We expect to see more of these integrations / partnerships to arise as this new trend will also contribute to more deal activity Source: LUMA Partners 2 3 1 5 3 11 10 10 16 19 0 5 10 15 20 25 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 +$100M <$100M
  • 9. 9 MarTech – Notable Deals Acquirer Capital Raised Enterprise Value Comments N/A $925M PermiraFunds acquired eBay Enterprisewhich includes four different divisions: Magento, eBay Marketing Solutions, Enterprise Services and Operations $35M $500M Advance/Newhouse,an affiliate of Advance Publications, has acquired 1010data, a big data company that sells its platform technology to companies from retail to telecom $15M N/A The acquisitionof MaxymizeraddsA/B / multivariate testing to its suite of CRM and marketing automation tools,providing a competing offering to Adobe Target $29.2M N/A Socialmarketing platform Spredfasthas acquired its competitor Shoutletin the social marketing management category $38.1M N/A Private equity firm HGGC acquired email marketing company Strongviewas well as European marketing automation company Selligent Source: Capital IQ; Crunchbase
  • 10. 10 Digital Content M&A Activity Ø Observations § Consolidation of digital media and content is accelerating § 9 deals involved traditional and digital-native publishers acquiring multi-channel video networks and web content sites Ø Looking Ahead – Social Commerce § Innovations, such as “buy buttons” will quickly emerge on leading social platforms § In the future we expect “buy buttons” and seamless shopping to become ubiquitous across all types of apps # of Transactions Source: LUMA Partners 4 3 7 3 7 11 13 11 15 16 0 5 10 15 20 25 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 +$100M <$100M
  • 11. 11 Digital Content – Notable Deals Acquirer Capital Raised Enterprise Value Comments N/A $290M Sportsweargiant Adidas is stepping into the ring of digital fitness and the quantified self movement with its acquisitionof Runtastic, a popular fitness tracking app $22.1M $230M Polyvore’spopular social commerce platform will elevate Yahoo’s digital presence across social, mobile, and native as the company adds more to its MaVeNsofferings N/A $575M By acquiring PlentyofFishand its 90 million users, IAC further strengthens its portfolio of digital dating properties which include Match.com, Tinder, and OkCupid N/A $100M Social-focused publisher ViralNovawas acquired by Zealot Networks to bolster its total audience for its marketing service that promotes artists, content and advertisers N/A $150M Snapchat’sacquisition of Lookseryand its photo editing technology representsthe company’s continued interest in improving its core product through acquisitions $55.6M $442M German publisher Axel Springer acquireddigital news publisher Business Insider to broaden its international audience and diversify its English-language brands Source: Capital IQ; Crunchbase
  • 12. 12 Ad Tech – Q3 2015 Stocks Performance Ø Ad Tech Stocks Crash § After a rare positive quarter in Q2, Ad Tech stocks plunged on average 30% by the end of Q3 § MXPT and YUME led the Ad Tech crash, each losing over 50% of its market value Ø Ad Tech’s Outlook § Underwhelming earnings and lowered future guidance sparked the dramatic Ad Tech selloff § Concerns about ad-blocking will weigh on Ad Tech companies, particularly those still operating with a media model going forward Market Data as of 9/30/15 -60% -50% -40% -30% -20% -10% 0% 10% 20% 30% 7/1/15 7/15/15 7/29/15 8/12/15 8/26/15 9/9/15 9/23/15 MM TUBE RUBI TRMR MXPT YUME FUEL CRTO NASDAQ
  • 13. 13 MarTech – Q3 2015 Stocks Performance Ø MarTech Suffers Its Worst Quarter of the Year § MarTech stocks on average fell nearly 15% this quarter after gaining 10% in the prior quarter § BV, DWRE and MRIN each dropped over 20% during this period Ø Highlights § The marketing technology sector was not immune to the overall market decline § Automation SaaS leaders CRM, MKTO and HUBS are often the strongest performers but could not stay positive at the end of Q3 Market Data as of 9/30/15 -60% -50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 7/1/15 7/15/15 7/29/15 8/12/15 8/26/15 9/9/15 9/23/15 CRM MKTO HUBS BV CTCT DWRE JIVE MRIN LPSN SHOP NASDAQ
  • 14. 14 Key Startup Financings to Watch Lead Investor Capital Raised Valuation Comments ~$100M $5B Digital payments startup Stripe is rolling out “Relay”, its newest product that allows retailers to sell within 3rd party apps, as it expands internationally $50M N/A Radius, a predictive marketing platform that can identify new leads for sales teams, has grown its revenue by more than 400% over the past year $300M / $275M $1.2B / $1.3B Draft Kings and Fan Duel are raisingcapital to ramp up their marketing in order to capture the rising interest and excitement for fantasy sports betting $65M N/A With its latest round of funding, Jaunt becomes the most funded independent virtual reality startup to date $200M/ $200M $1.5B/ $1.0B BuzzFeed and Vox Media, the upstarts leading the way in digital publishing, are joining traditional media like Comcast to widen its reach and audience $200M $1.7B Health insurance startup Oscar has signed 40,000 patients in NY and NJ and will use its latest round of funding to expand to new markets $50M $1B With 240M users, Kik aims to set itself apart from its messaging competitors by emulating the platform focus of its Asian counterparts like WeChat Source: Crunchbase
  • 15. 1515 LUMA’s Recent Content Digital Brief 003 Q2 2015 Market Report Ø In our second Market Update we reported 75 acquisitions in digital media, highlighted by strategic buyers in Commerce, Ad Tech and Consumer Internet The State of Digital Video Presented at VidCon 2015 Ø At VidCon 2015 we presented our views on the rise of the digital video market and its surge against traditional TV Digital Brief 004 Back to Mad Men Ø In our fourth Digital Brief we explained what the future holds for ad agencies and five strategies they make take in a competitive marketplace
  • 16. 1616 LUMA’s Recent M&A Deals December'2011 September'2015 has$been$acquired$by The$undersigned$acted$as$exclusive$financial$ advisor$to$Unruly$Holdings$Limited,$Inc. December'2011 September'2015 has$been$acquired$by The$undersigned$acted$as$exclusive$financial$ advisor$to$Millennial$Media,$Inc. a$division$of December'2011 September'2015 has$been$acquired$by Principals$currently$at$the$undersigned$acted$as$ exclusive$financial$advisor$to$Looksery,$Inc.
  • 17. 17 Millennial Media to be Acquired by AOL LUMA Partners acted as Exclusive Financial Advisor to Millennial Media Announced September 3, 2015 $ Overview acquired by September 2015 a division of Video&Ad&Tech& Display&Ad&Tech& Content& Video&Ad&Tech& Display&Ad&Tech& Mobile&Ad&Tech& Content& Ø Millennial Media (NYSE: MM) is the leading independent mobile marketplace, making mobile simple for the world’s top brands, app developers and mobile web publishers. The company’s unique data and technology assets enable its advertising clients to connect with their target audiences at scale. Millennial Media also drives monetization for its publisher and developer partners by connecting them to networks, advertisers and an RTB exchange. Ø AOL is a media technology company with a mission to simplify the internet for consumers and creators by unleashing the world's best builders of culture and code. As one of the largest online properties with over 350 million monthly global consumers of its premium brands, AOL is at the center of disruption of how content is being produced, distributed, consumed and monetized by connecting publishers with advertisers on its global, programmatic content and advertising platforms. AOL is a subsidiary of Verizon. Ø On 9/3/2015, AOL announced that it will acquire all outstanding shares of Millennial Media (NYSE: MM) for $1.75 per share in cash Ø The transaction will take the form of a tender offer followed by a Merger Ø Deal terms: Ø Equity value: $273 million Ø Enterprise value: $244 million Ø EV/LTM Revenue: 0.8x Ø EV/2015E Revenue(1): 0.9x Strategic Rationale (1) Based on Millennial’s Mid Scenario, as defined in the 14D-9. Ø This announcement follows the recent acquisition of AOL by Verizon Wireless, the nation’s largest wireless network - With the acquisition of AOL, Verizon acquired significant content and Ad Tech capabilities; however one key piece was missing, Mobile Ad Tech Ø Millennial Media will provide AOL with significant mobile capabilities to its ONE platform, creating the largest open, mobile-first programmatic platform on the market Ø Millennial Media is ahead of two key trends in digital advertising, the opportunity and growth in mobile advertising, as well as the shift to programmatic - Mobile ad spending is expected to reach $40 billion by 2016 (eMarketer, 03/2015) - Mobile will account for 69% of programmatic ad buying by 2016 (eMarketer, 10/2014) Ø This is a prime example of ongoing interest in digital marketing from new entrants, including Telco, Consumer Internet, CRM/Software, and Data companies - LUMA expects this trend to continue as deep pocketed buyers seek “right-time decisioning of consumer data” LUMApartners $238 million
  • 18. 18 Unruly to be Acquired by News Corp LUMA Partners acted as Exclusive Financial Advisor to Unruly Holdings Ltd Announced September 16, 2015 Strategic Rationale Ø Through the acquisition of Unruly, News Corp will gain access to Unruly’s expertise in video distribution, unique advertising platform and experienced technical team Ø Comes at a time when many publisher models are shifting from fragmented teams for production, distribution and monetization, to a unified system where data connects and powers the production, distribution and monetization strategies - Incumbent publishers have seen new entrants successfully leverage technology and data to increase page views, as well as drive higher CPMs Ø Unruly’s expertise in digital video distribution, native ad insertion, and content optimization will help News Corp get ahead of the trend to utilize technology and data for publishing Ø Represents the first large native advertising deal and puts News Corp at the nexus of native, video, and programmatic advertising, all of which are expected to grow significantly in the coming years Ø Allows Unruly’s top tier advertisers, such as Dove and T-Mobile, to benefit from News Corp’s premium content and distribution Ø Unruly is the ad tech company that gets videos watched, tracked and shared across the Open Web. Positioned at the intersect of video, social, native & mobile, Unruly uses emotional audience data and user-friendly video formats to massively increase viewer engagement, brand performance & publisher revenues. Unruly employs 200 people across 15 offices, with regional HQs in London, New York and Singapore. Its super power is emotional ad tech. Its secret weapon is passionate people on a mission to #DeliverWow. Ø News Corporation (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV) is a global, diversified media and information services company focused on creating and distributing authoritative and engaging content to consumers throughout the world. The company comprises businesses across a range of media, including: news and information services, book publishing, digital real estate services, cable network programming in Australia, digital education, and pay-TV distribution in Australia. Data Data Data Mone)za)on Produc)on Distribu)on Native Programmatic Video $ Overview Ø On 9/16/2015, News Corp announced that it would acquire Unruly Holdings Limited Ø News Corp has agreed to pay £58 million (approx. $90 million) in cash at closing and up to £56 million (approx. $86 million) in future consideration contingent upon the achievement of certain performance objectives Ø Led by Unruly’s three co-founders, Unruly will operate as a separate business unit, reporting to Rebekah Brooks LUMApartners acquired by September 2015 $176 million
  • 19. 1919 LUMA’s Differentiated Value Proposition Ø LUMA has developed a differentiated value proposition based on: § Focus § Expertise § Objective Credibility § Trust § Performance Ø LUMA has built a differentiated global brand Ø We leverage our brand to optimize financial and strategic objectives of select quality clients LUMApartners
  • 20. 2020 A"Valua'on"Framework"for"the"Ad"Tech"Sector" Color by Numbers: May$2014$ DISCLAIMER: LUMA Securities, a wholly-owned subsidiary of LUMA Partners, has acted as co-managing underwriter for and may pursue underwriting or other advisory assignments with companies mentioned in this report or in the sector.!! LUMA’s Content-Driven, Expert-Based Approach Conference Keynotes Publications (over 1 million views) Corporate Teach-ins LUMAscapes (over 4 million views from 196 countries)DISPLAY MOBILE VIDEO SOCIAL NATIVE SEARCH MARTECH COMMERCE GAMING STRATEGIC BUYERS Completed Deals Digital Briefs December'2011 acquired)by January'2011 acquired)by = acquired)by December'2011 acquired)by November'2012 = acquired)by October'2013 acquired)by December'2013 = merged)with March'2012 to)form acquired)by July'2014 a)subsidiary)of acquired)by September'2014 acquired December'2014 acquired)by November'2014 acquired)by March'2015 merged)with May'2015 acquired)by September'2015 a)division)of acquired)by September'2015
  • 21. 2121 New York | San Francisco | Palo Alto Access. Insights. Execution. LUMApartners