Achievement Series: Engaging Social Audiences to Achieve Great Outcomes
Engaging new audiences in the mobile-first continent...
Transcript of Engaging new audiences in the mobile-first continent...
Engaging new audiences in the mobile-first
continent: Ringier’s digital foray into Africa
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RINGIER AFRICA, FIPP DUBAI Schwarz
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RINGIER GROUP IS A LEADING MEDIA GROUP ON THREE CONTINENTS…
$1.1 BILLION REVENUE Systematic diversification, 40%+ of revenue
coming from digital revenue streams in 2014
15 COUNTRIES Geographic expansion to Eastern Europe, the
Far East and now Africa, makes Ringier a specialist in emerging markets
182 YEARS Ringier stands for a legacy of pioneering
spirit, individuality and diversity in information
6,500 EMPLOYEES Ringier serves diverse audiences, developing
innovative media and discovering new markets
78 MILLION REACH Across all platforms, markets and media,
Ringier reaches 78 million people monthly
210+ PLATFORMS Ringier has a portfolio of over 120
newspapers, magazines and 90 web and mobile platforms
Ran by the same family for five generations, Ringier not only forms an integral part of
Switzerland‘s identity, but has shaped the media landscape well beyond the country’s borders
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…INVESTING HEAVILY IN THE DIGITAL TRANSFORMATION…
Since 2007, Ringier
has invested some
CHF 1.6bn in
transforming the
company into a
leading diversified
digital media group
In 2014, over 40% of
the group’s overall
revenue was already
generated by its
digital operations, as
was nearly 65% of its
group EBITDA
In the last seven years, the Ringier family has invested some CHF 1.6bn Swiss francs in transforming its
company
Digital revenue in % of total revenues
8,5% 8,7% 10,3%
13,5%
18,3%
25,7%
32,1%
+40%
2008 2009 2010 2011 2012 2013 2014 2015(e)
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…WITH A TRACK RECORD OF SUCCESSFUL EXPANSION IN EMERGING COUNTRIES. Geographic expansion in emerging markets is inherent in Ringier’s DNA and the group has
consistently proven it’s excellence at execution in these regions
City
Weekend
(China)
#1 English media brand in
China including digital
platforms and magazines for
entertainment and lifestyle
60%+ market share, 80%
digital growth y-o-y
14+ assets 3 countries since 1987
12 assets 6 countries since 2011
65+ assets 5 countries since 1990
Eastern Europe East Asia
Africa
Ringier entered the market in 1991, to become
the leading media house in the Eastern Europe,
generating ca. $600m a year
In 2010, Ringier and Axel Springer merged their CEE busi-
nesses in a partnership. In 2014, both parent
companies’ Hungarian assets joined the JV,
underlining the successful partnership
Via Onet, Ringier Axel Springer now reaches more than
70% of Polish internet users
Central & Eastern Europe Marry and
Marry baby
(Vietnam)
East Asia Examples
Leading wedding directory
and parenting site in Vietnam
Profitable million USD
business within 3 years
Growing reach of 14m
visitors per month
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RINGIER AFRICA, FIPP DUBAI
WHY AFRICA?
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Ringier Africa’s 9 key regions represent a substantial market, the size of
Europe
LANDMAS
S
POPULATION
2014
GDP 2014
NIGERIA
UGANDA
CAMEROON
TANZANIA
KENYA IVORY
COAST GHANA
ETHIOPA SENEGAL
5 million km2
4.5 million km2
495 million
510 million
880 billion
18 trillion
2014-20
CAGR 4.7% CAGR 1.9% CAGR
AN ENORMOUS MARKET TO PENETRATE
Source: World Bank, IMF
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A RAPIDLY GROWING AND DIGITALLY DEVELOPING MARKET…
EMERGING AFRICAN MIDDLE CLASS WITH A BURGEONING DIGITAL
POPULATION SKIPPING THE OFFLINE GENERATION
Globals (>$20k)
Consuming
middle class
($10-20k) Emerging
consumers ($5-
10k)
Basic
consumer
needs ($2-5k)
Destitute
(<$2k) 47 44
63 71
41 56
27
41 16
29 194
242
2008 2020F
DIS
CR
ET
I
ON
AR
Y
INC
OM
E
By 2020, more than half of African households
will have discretionary spending power
Annual
household
income
# African households (m)
By 2020, over 125 million African
households will have discretionary
income to spend of which 70
million will be classed as the
«consuming middle class» or
above
Source: McKinsey Global Institute, Ovum, World Cellular Information Service, Ovum, WirelessIntelligence
Africa is a « mobile first continent »
53
6m
63
7m
73
3m
80
8m
88
6m
96
6m
1.0
39
m
1.1
08
m
1.1
71
m
1.2
30
m
26
m
41
m
62
m
96
m
15
5m
23
8m
36
0m
52
1m
71
3m
95
0m
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Mobile subscriptions Mobile broadband subscriptions
Middle Africa
55m* 41%** 25%***
Northern Africa
215m* 100%** 14%***
Western Africa
209m* 66%** 17%*** Eastern Africa
144m* 42%**
26%***
Southern Africa
77m* 131%** 21%***
* connections, ** penetration, *** annual growth
1.1bn
205m+
80m
750m+ Active mobile
subscriptions
Mobile
penetration
Active social
network users
87%
Social networking
penetration 7%
Internet
penetration 18%
Internet
users
Total
population
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AFRICA: A DIGITAL GIANT IN THE MAKING
Source: McKinsey
OTHER MISCELLANEOUS
In 2013 By 2025
INTERNET PENETRATION 16% ~50%
INTERNET USERS 167m 600m
# SMARTPHONES 67m 360m
INTERNET CONTRIBUTION TO GDP
$18bn $300bn
52m Facebook
users
>50% of urban
residents are online
$75bn annual
e-commerce sales
~$300bn productivity
gains in key sectors
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WHAT MAKES SENSE TO DO?
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RETAIL INFRASTRUCTURE PROVIDING HIGH GROWTH AND HIGH MARGIN OPPORTUNITY
RETAIL DENSITY BY GEOGRAPHY
Source: Planet Retail Database, IMF, WEO Database
Number of people per retail outlet (2013)
1.152
28.272
18.496
86.332 90.537
US Russia & CIS LatinAmerica
MEA Asia Pacific
75x
A high number of people per retail store and the
resulting low density of offline retail stores in less
developed countries giving new generation e-
commerce players a unique opportunity to
leapfrog the development of brick-and-mortar
retail stores and to gain market share before slow-
moving incumbent players shift online
A challenging African market with a lack of
appropriate infrastructure and reliable logistics
providers, less developed payment systems and
opaque legal systems. This high complexity
environment is representing significant entry
barriers and provide higher expected margins
due to the lower number of active players in the
market
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TOTAL ADDRESSABLE CLASSIFIEDS MARKET INCREASING RAPIDLY
CLASSIFIEDS MARKET 2020 CLASSIFIEDS MARKET 2015
214 MILLION
2020 DATA ENABLED POPULATION
2015 Assumptions:
2020 ADDRESSABLE MARKET: CHF 200M
Sources: World Bank Data, Internal research and analysis
TOTAL POPULATION
297 million
INTERNET POPULATION
40 million
2020 Assumptions:
TOTAL POPULATION
338 million
INTERNET POPULATION
ARPU ESTIMATE
78 million 6.0 CHF
WHILE THE ENORMOUS POTENTIAL FOR THE CLASSIFIEDS MODEL IN AFRICA IS OBVIOUS, NO SIZABLE & MONETISED ASSET HAS
ARISEN YET
ALTHOUGH STILL IN ITS INFANCY AND GROWING FAST, THE MONETISATION OF
DIGITAL CLASSIFIED ASSETS SHOULD RESULT IN A TAM OF CHF 200M IN
TARGETED COUNTRIES BY 2020
PROJECT JOLLOF – CORPORATE PRESENTATION
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RINGIER AFRICA, FIPP DUBAI
-
50
100
150
200
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Kenya Online Ad Revenue Kenya Mobile Ad Revenue
Nigeria Online Ad Revenue Nigeria Mobile Ad Revenue
39% 36%
29% 30% 32% 31% 31%
19% 15%
19%
13% 12% 10% 9% 9%
2014 2015 2016 2017 2018
NGR KEN Global
11% 10%
8%
8%
7%
34%
26%
19%
16% 14%
21% 24%
8%
3%
8%
43%
37%
29%
25% 26%
37%
27%
18%
23% 23%
42%
44%
38%
35%
38%
2014 2015 2016 2017 2018
Global Online Global Mobile KEN Online
KEN Mobile NGR Online NGR Mobile
INTERNET ADVERTISING REVENUE GROWTH IN NGA & KEN ABOVE GLOBAL AVG. (ONLINE AND MOBILE COMBINED)
ONLINE VS. MOBILE AD REVENUE IN NGA & KEN VS. THE GLOBAL AVERAGE
Mobile advertising growth rates far above global average
Source: PWC, Ovum
MOBILE AD REVENUE UNSURPRISINGLY MAKES UP THE LION SHARE IN KEY AFRICAN MARKETS (ALL FIGURES IN $ MILLION)
Kenya online ad revenue
Nigeria online ad revenue
Kenya mobile ad revenue
Nigeria mobile ad revenue Global online
KEN mobile
Global mobile
NGR online
KEN online
NGR mobile
ADVERTISING IS GROWING STRONGLY – AND IS MOBILE
PROJECT JOLLOF – CORPORATE PRESENTATION
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RINGIER AFRICA, FIPP DUBAI
40%
28%
5%
28% Search
Display
Video
Mobile
$137bn (2014)
Key drivers for global digital advertising growth:
Video: +24% CAGR 2014-2018, (fastest growing
segment), thanks to new outstream formats and continued
growth of pre-roll;
Mobile: +22% CAGR, driven by more mobile usage and
video formats;
Real Time Bidding (RTB): demand for programmatic
bidding & improved targeting / planning
Native advertising: matching the user experience
IMPORTANT DRIVERS FOR GLOBAL DIGITAL AD SPEND
Source: eMarketer
Note: Whilst these global trends still apply to Africa,
there will be some variation in the nature of such
growth in developing markets (e.g. in Africa the
emphasis of growth will be even more pronounced on
mobile for instance).
PLENTY OF MONETISATION POTENTIAL FOR DIGITAL CONTENT
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WHAT‘S RINGIER DOING IN AFRICA?
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Professionalisation of operations
to ensure future scalability and
adaptability of digital businesses
Ringier Africa pioneered in the African digital media landscape in late 2011 and has kept expanding
its reach ever since
FROM TEST BALOONS TO MASS-REACH PLATFORMS
2011 2013 2014 2012 2015
TRAFFIC SPLIT BY BUSINESS MODEL (IN MILLION PAGE VIEWS):
PROTOTYPE
Local responsiveness: in a first
phase, Ringier tested the
market characteristics
& needs, and carefully adapted
it’s business models
PROFESSIONALISE PUSH (2011 – 2012) (2013 – 2014) (2015+)
Acceleration phase with
replication and roll-out to
new markets based on the
solid ground built to date
1
16 26 46
142
305 Digital Content
Digital Classifieds
Online Deals
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RINGIER AFRICA: A DIVERSIFIED MEDIA COMPANY
4 strategic pillars to attract a massive African audience
CLASSIFIEDS
Long-term monetisation
Vision: build highly
localised and performant
horizontal classified
marketplaces in African
key markets
Operations: operate on
existing tech platform
Best-practice transfer:
utilise know-how from the
largest classifieds players
in Switzerland, Scout.ch,
jobs.ch, and leaders in
CEE + Asia
DEALS
Mid-term monetisation
Vision: build market-
leading online deals
platforms
Operations: operating
within local economies as
online lead-generator,
enabling international
corporations and SMEs to
create brand awareness
Best-practice transfer:
group collaboration with
Swiss market leader
DeinDeal.ch
Local operations supported by international technology and know-how
Immediate to mid-term
monetisation
MARKETING
Vision: build Africa’s
leading full service 360
digital marketing agency
Operations: build-up local
teams to assist international
corporations Best-practice
transfer: highly relevant
role model within the group
with Ringier Atelier,
offering creative, cross-
media solutions to its
clients
CONTENT
Immediate monetisation
Vision: build the leading
online news &
entertainment platform
Operations: platforms
operating on Swiss
technology, allowing a
rapid business expansion
Best-practice transfer:
intra-group knowledge
exchange with Blick.ch to
support hyperlocal, in-house
editorial content teams
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LEADING MARKET POSITIONS AND ROOM FOR OPPORTUNITIES & GEOGRAPHICAL EXPANSION
#1 online news & entertainment platform
Senegal
Ghana
Nigeria
Tanzania
Kenya
#2
#1
#1
#1
#1
#1
#1
#1 online news & entertainment platform
#1
Ethiopia
Francophone African Hub
Anglophone / West African Hub
East African Hub
Future geographic expansion
#1 horizontal classifieds platform
#1
#1 online deals platform
#2 horizontal classifieds platform
#1 horizontal classifieds platform
#1 online deals platform
Full service digital marketing agency
Full service digital marketing agency
#1 real estate classifieds platform
#1 horizontal classifieds platform
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RINGIER AFRICA, FIPP DUBAI
LEARNINGS OUT OF 4 YEARS IN AFRICA
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37 76
147
239
380
571
764
2013 2014 2015 2016 2017 2018 2019
1. MOBILE FIRST
MOBILE VS. FIXED BROADBAND PENETRATION MOBILE DATA TRAFFIC (SUB SAHARAN AFRICA)
65% CAGR
in PetaBytes of mobile data traffic Subscribers in % of total population
While less than 0.5% of African people connecting via fixed broadband subscriptions, about 19% of the population has
mobile a mobile broadband connection, growing over 40% p.a. - twice as high compared to the global average
Source: Ericsson Mobility Report (June 2014)
0,50%
24%
44%
19%
64%
23%
Africa Europe Asia-Pacific
Fixed Mobile
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1. MOBILE FIRST
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1. MOBILE FIRST
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Advertorial Video
Newsletter and Social Events
Branded sections of Pulse.ng
▪ Featured Category: e.g. “this page is brought to you by Jumia”
▪ Sponsored category: e.g. “travel category brought to you by…”
▪ Advertorial: Sponsored articles with full branded images
▪ Event coverage
▪ Content posted to Pulse homepage with event coverage including videos, pictures and articles
▪ Produced content: Stand-alone, professionally produced custom video of up to 5 minutes with shootings also offered
▪ With a newsletter reach of 0.5m+, the Pulse Nigeria newsletter is the best way to feature new products or services in Nigeria directly in readers’ inboxes
▪ With a social media reach of 1m+ on Facebook alone, the social channels of Pulse Nigeria are among the most powerful in the country
PULSE VIP NIGHT - incl. full branding, videos, pictures and article post on homepage
▪ Custom 15 minutes highlight clip
▪ Pre-event homepage article
▪ Post event coverage
▪ Social media
2. MONETIZE WHEREVER YOU SEE OPPORTUNITY
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3. MASS REACH BEFORE SPECIALISATION