Building Big BrandsFEPE Conference 8th June 2017

Premier League

2

3

Sky+

Sky Playerstreaming

1999-2004 2007-20092005-2007 2011-20122010-2012 2013 2014 2015 2016

Sky+ HD On demand

Sky Go

NOW TV Box sets Buy and Keep Sky Q

Sky Kids

Sky Store

Catch up TV

Broadband

NOW TV hybrid box

Sky AnytimeInteractive

Mobile TV Sky+ app

3D

NOW TV Box

Sky Go Extra

Sky Adsmart

Sky+ UI Fibre

Sky Advance launches

Virtual Reality

4

The Jungle Book

1st

agree

53%2nd

agree13%

• Question: Which one of these companies do

you consider to be the leading TV entertainment

company?

Source: Kantar research, October 2016

5

Star Trek Beyond

UK Customers (millions)

2012 2013 2014 2015 2016

10.6

11.2

11.5

12.0

12.4

6

UK Germany Italy

Ad Spend*

Rank

7

Key Propositions Products Channel Brands

8The Force Awakens

• We are Europe’s #1 content business

• Biggest investor with £5bn budget

• Large marketing investment in key

shows

9

Source: Ebiquity

10

Source: Ebiquity

11

Zootropolis

• Driving fame through impact

• Build brand through broadcast media

• Complement TV schedules to target

lighter TV viewers

• Premium medium

• Drive tune in

12

48 Sheets 96 Sheets 6 Sheets

Bus Large format Digital

13

• Content is a key pillar of our

business

• We have an annual commitment

to a long term outdoor holding

• Enables consistent

communication of content we

believe consumers will love

14

15

To the Right people

In the Right place

The Right

message

At the Right time

16

17

• A big advertiser

• A big advocate of outdoor

• BUT we have a big concern

18

Demand for billboards is at an all time high whilst panel numbers have reduced by 40% over 6 years

Source: Rapport tracker

48 sheets 96 sheets

19

Av.

Digital

cost

index

400

Av.

Classic

cost

index

100

Source: Ebiquity Pool rates

20

• A core planning belief is the

delivery of reach

• We need all media investments to

be measureable, accountable

and verified

• Environment and context is key

21

Credibility AccountabilityMeasurementTransparency

22

Inputs Outputs

Timings Budget

Geography Audience / key data

Mindset Environment Distribution

Quality

£

sky data

Optimal Audience Reach

23

BirminghamUK

24

Scale &

Cut-Through

Context &

Tactical

25

• Don’t kill the classic billboard and turn your back on the medium’s

heritage

• In a world of media fragmentation there is a premium on broadcast reach

and impact. Outdoor is uniquely positioned to deliver this for advertisers.

• Digital innovation is exciting but any medium must offer an advertiser

accountable, measureable, value for money

26

Thank you