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1
Q1 2017
Market Report
Digital
Brief 014
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
20
12 14 10 13
14
22 20
21 20
28 30 28
26
29
0
10
20
30
40
50
60
70
Q1	2016 Q2	2016 Q3	2016 Q4	2016 Q1	2017
Ad	Tech MarTech Digital	Content
U.S. Digital Media M&A Activity by Sector
Source: LUMA
Ø M&A	activity	led	by	private	equity	
and	telcos was	the	main	story	in	
2016	and	we	expect	this	trend	to	
continue	into	2017	as	the	digital	
media	space	matures
Ø Altice,	Comcast	and	Singtel were	
active	in	Q1,	acquiring	Ad	Tech	and	
data	platforms	to	build	their	growing	
advertising	businesses
Ø American	Media,	CBS,	Sinclair	
Broadcast	Group	and	Tronc were	
active	as	well,	snapping	up	media	
brands	to	grow	their	digital	presence
#	of	Transactions
4
Ad Tech M&A Activity
#	of	Transactions
Ø Observations
§ Telcos were	active	in	Q1	with	Altice	
acquiring	Teads and	Audience	
Partners,	and	Singtel acquiring	Turn
§ Time	Inc. acquired	Adelphic to	
bolster	its	digital	advertising	
strategy	after	acquiring	Viant last	
year
Ø Looking	Ahead	– Marketing	Clouds
§ Following	the	acquisition	of	
TubeMogul by	Adobe	in	Q4	2016,	
we	may	see	more	M&A	activity	
from	the	Marketing	Clouds	in	Ad	
Tech	if	they	plan	to	bring	media	
execution	into	their	suite	of	
marketing	tools
Source: LUMA
1 2
4 4
2
19
10
10
6 11
0
5
10
15
20
25
Q1	2016 Q2	2016 Q3	2016 Q4	2016 Q1	2017
+$100M <$100M
5
Ad Tech – Q1 2017 Notable Deals
Acquirer
Capital
Raised
Enterprise
Value
Comments
$55M $308M
Cable	provider	Altice	has	agreed	to	acquire	Teads, a	leading	ad	network	
focused	on	outstream video	ad	formats
$164M $310M
Singapore telco	Singtel has	agreed	to	acquire	Turn,	an	omni-channel demand	
side	platform	and	analytics	firm
Source: Capital IQ; Crunchbase
6
MarTech M&A Activity
#	of	Transactions
Ø Observations
§ Q1	2017	started	off	the	year	with	a	
similar	number	of	transactions	to	
past	quarters
§ The	largest	transaction	was	Dunn	&	
Bradstreet’s	acquisition	of	Avention;	
D&B	will	add	Avention to	its	growing	
portfolio	of	sales	and	marketing	
tools,	two	years	after	acquiring	
NetProspex
Ø Looking	Ahead	– Data,	Measurement,	AI
§ Data,	measurement	&	artificial	
intelligence	continue	to	be	recurring	
themes	for	potential	M&A	as	data-
driven	marketing	continues	to	grow
Source: LUMA
2
5
3 4
1
12
17
17
17
19
0
5
10
15
20
25
Q1	2016 Q2	2016 Q3	2016 Q4	2016 Q1	2017
+$100M <$100M
7
MarTech – Q1 2017 Notable Deals
Acquirer
Capital
Raised
Enterprise
Value
Comments
N/A $150M
Dun	&	Bradstreet	has	acquired	Avention,	a	providerof	company	data	for	B2B	sales	and	
marketing	professionals,	to	grow	its	dataand	software	assets
$37M N/A
eBates,	a	subsidiary	of	Rakuten,	has	acquired	CarteraCommerce,a	software	platform	
that	enables	marketers	to	manage	loyalty	programs	and	shopping	rewards
Source: Capital IQ; Crunchbase
8
Digital Content M&A Activity
#	of	Transactions
Ø Observations
§ Publisher	consolidation	began	with	
Gothamist,	PureWow,	Spanfeller
Media	Group,	Upworthy and	US	
Weekly	all	being	acquired
§ The	acquisitions	of	Outfit7	and	
Socialpoint highlighted	the	quarter	
in	gaming	M&A
Ø Looking	Ahead	– Verticalization of	Media
§ With	AT&T’s	pending	acquisition	of	
Time	Warner	and	Facebook’s	
anticipated	move	into	original	
content,	how	will	the	verticalization
of	media	by	major	distribution	
platforms	impact	the	business	of	
content	going	forward?
Source: LUMA
6 6 6
3 4
22 24 22
23
25
0
5
10
15
20
25
30
35
Q1	2016 Q2	2016 Q3	2016 Q4	2016 Q1	2017
+$100M <$100M
9
Digital Content – Q1 2017 Notable Deals
Acquirer
Capital
Raised
Enterprise
Value
Comments
Source: Capital IQ; Crunchbase
$17M +$100M
Gartnerhas	acquired	L2,	a	business	intelligence	firm	focused	on	digital	performance	
benchmarking	and	analysis	for	brands
N/A $1,000M
Outfit7,	the	maker	of	the	Talking	Tom	franchise,	has	been	acquired	byZhejianJinke
Entertainment,	a	chemicals	company	that	entered	the	entertainment	market	last	year
$45M $276M
Take-Two	Interactive	isexpanding	its	business	into	mobile	gaming	with	the	acquisition	
of	Socialpoint,	the	maker	of	Dragon	City	and	Monster	Legends	titles
N/A $100M
American	Media, a	publisher	of	magazines	and	digital	content,	has	acquired	
US	Weekly	to	add	to	its	portfolio	of	media	brands
10
Ad Tech – Q1 2017 Stocks Performance
Ø Observations
§ In	Q1,	Ad	Tech	stocks	jumped	
over	20%	collectively,	led	by	
CRTO,	FUEL,	and	TTD
§ The	major	platforms	look	to	
rebound	after	header	bidding	
caused	investor	concern	over	the	
future	of	their	businesses	in	2016
Ø Highlights
§ Investors	have	bought	into	FUEL’s	
plan	to	return	to	growth	this	year,	
as	shown	by	the	stock	soaring	
180%	in	the	first	quarter
§ TTD	begins	its	first	full	year	as	a	
public	company	on	the	right	
track,	climbing	40%	in	Q1
Market Data as of 3/31/2017
-50%	
0%	
50%	
100%	
150%	
200%
1/3/17	 1/17/17	 1/31/17	 2/14/17	 2/28/17	 3/14/17	 3/28/17	
RUBI TRMR MXPT YUME FUEL CRTO TTD NASDAQ
11
MarTech – Q1 2017 Stocks Performance
Ø Observations
§ In	Q1,	the	MarTech sector	grew	
over	20%	with	only	BV	and	MRIN	
starting	the	year	in	negative	
territory
§ After	a	poor	2016,	SaaS	leaders	
CRM	and	HUBS	soared	nearly	
20%	and	30%	respectively	in	Q1
Ø Highlights
§ CRM	and	HUBS	beat	analyst’s	
expectations	for	Q4,	reporting	
revenues	that	grew	27%	and	44%	
year-over-year
§ BCOV	jumped	13%	after	a	board	
member	resigned	and	urged	the	
company	to	seek	a	sale
Market Data as of 3/31/2017
-40%	
-20%	
0%	
20%	
40%	
60%	
80%	
1/3/17	 1/17/17	 1/31/17	 2/14/17	 2/28/17	 3/14/17	 3/28/17	
CRM HUBS BV JIVE MRIN LPSN SHOP NASDAQ
12
Q1 2017 Key Startup Financings to Watch
Lead Investor Capital Raised Valuation Comments
Source: Crunchbase
$56M N/A
Mobile	attribution	firm	Appsflyer has	grown	revenues	by	500%	over	the	last
two	years	and	currently	measures	over	$6	billion	in	mobile	marketing	spend
$119M N/A
Fantasy	sports	company	DraftKings has	raised	a	new	round	of	funding	while	
it	awaits	federal	review over	its	pending	merger	with	FanDuel
$104M N/A
Fuze,	an enterprise	cloud	communications	firm,	added	449	new	customers	
and	grew	revenues	by	90%	in	2016
$175M N/A
Used	goods	marketplace Letgo has	surpassed	over	$20	billion	in	gross	
merchandise	value	sold	in	just	two	years	since	its	launch	in	2015
$92M N/A
User-generated	gaming platform	Roblox has	seen	engagement	surge	with	
over	1.6	billion	user	developed	Roblox games	played	every	month
$75M N/A
Soundhound Inc., the	firm	behind	apps	that	enable	users	to	identify	music,	
will	use	new	capital	to	expand	its	voice-enabled	AI	technologies
$100M N/A
Zoom,	an	enterprise	video	conferencing	company, has	grown	its	customer	
base	to	over	450,000	companies	and	5,800	academic	institutions
13
LUMA’s Recent Deals
14
Congratulations Snap!
We'd	like	to	extend	our	
congratulations	to	the	entire	team	
at	Snap	on	their	successful	initial	
public	offering.	LUMA	is	honored	
to	have	played	a	role.
15
LUMA’s Differentiated Value Proposition
1. Peerless	Industry	Knowledge
2. Strategic	Approach
3. Execution	Excellence
16
LUMA’s Content-Driven, Expert-Based Approach
=
acquired	by
December	2011
acquired	by
November	2012
=
merged	with
March	2012
to	form
December	2011
acquired	byacquired	by
October	2015
a	division	of
acquired	by
March	2015
acquired	by
September	2014
acquired	by
September	2015
December	2015
acquired	by
February	2016
acquired	byacquired	by
February	2017
acquired	by
Pending
acquired	by
November	2016
acquired	by
July	2016
acquired	by
January	2017
acquired	by
December	2016
acquired	by
Pending
a	subsidiary	of
Conference	
Keynotes
Publications
(over	3	million	views)
Corporate	
Teach-ins
LUMAscapes
(over	6	million	views	
from	211	countries)
Completed	
Deals
Digital	Briefs
DISPLAY MOBILE VIDEO SOCIAL NATIVE SEARCH MARTECH COMMERCE GAMING STRATEGIC
BUYERS
17
Access. Insights. Execution.
New York | Palo Alto

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LUMA Digital Brief 014 - Market Report Q1 2017

  • 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 20 12 14 10 13 14 22 20 21 20 28 30 28 26 29 0 10 20 30 40 50 60 70 Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Ad Tech MarTech Digital Content U.S. Digital Media M&A Activity by Sector Source: LUMA Ø M&A activity led by private equity and telcos was the main story in 2016 and we expect this trend to continue into 2017 as the digital media space matures Ø Altice, Comcast and Singtel were active in Q1, acquiring Ad Tech and data platforms to build their growing advertising businesses Ø American Media, CBS, Sinclair Broadcast Group and Tronc were active as well, snapping up media brands to grow their digital presence # of Transactions
  • 4. 4 Ad Tech M&A Activity # of Transactions Ø Observations § Telcos were active in Q1 with Altice acquiring Teads and Audience Partners, and Singtel acquiring Turn § Time Inc. acquired Adelphic to bolster its digital advertising strategy after acquiring Viant last year Ø Looking Ahead – Marketing Clouds § Following the acquisition of TubeMogul by Adobe in Q4 2016, we may see more M&A activity from the Marketing Clouds in Ad Tech if they plan to bring media execution into their suite of marketing tools Source: LUMA 1 2 4 4 2 19 10 10 6 11 0 5 10 15 20 25 Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 +$100M <$100M
  • 5. 5 Ad Tech – Q1 2017 Notable Deals Acquirer Capital Raised Enterprise Value Comments $55M $308M Cable provider Altice has agreed to acquire Teads, a leading ad network focused on outstream video ad formats $164M $310M Singapore telco Singtel has agreed to acquire Turn, an omni-channel demand side platform and analytics firm Source: Capital IQ; Crunchbase
  • 6. 6 MarTech M&A Activity # of Transactions Ø Observations § Q1 2017 started off the year with a similar number of transactions to past quarters § The largest transaction was Dunn & Bradstreet’s acquisition of Avention; D&B will add Avention to its growing portfolio of sales and marketing tools, two years after acquiring NetProspex Ø Looking Ahead – Data, Measurement, AI § Data, measurement & artificial intelligence continue to be recurring themes for potential M&A as data- driven marketing continues to grow Source: LUMA 2 5 3 4 1 12 17 17 17 19 0 5 10 15 20 25 Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 +$100M <$100M
  • 7. 7 MarTech – Q1 2017 Notable Deals Acquirer Capital Raised Enterprise Value Comments N/A $150M Dun & Bradstreet has acquired Avention, a providerof company data for B2B sales and marketing professionals, to grow its dataand software assets $37M N/A eBates, a subsidiary of Rakuten, has acquired CarteraCommerce,a software platform that enables marketers to manage loyalty programs and shopping rewards Source: Capital IQ; Crunchbase
  • 8. 8 Digital Content M&A Activity # of Transactions Ø Observations § Publisher consolidation began with Gothamist, PureWow, Spanfeller Media Group, Upworthy and US Weekly all being acquired § The acquisitions of Outfit7 and Socialpoint highlighted the quarter in gaming M&A Ø Looking Ahead – Verticalization of Media § With AT&T’s pending acquisition of Time Warner and Facebook’s anticipated move into original content, how will the verticalization of media by major distribution platforms impact the business of content going forward? Source: LUMA 6 6 6 3 4 22 24 22 23 25 0 5 10 15 20 25 30 35 Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 +$100M <$100M
  • 9. 9 Digital Content – Q1 2017 Notable Deals Acquirer Capital Raised Enterprise Value Comments Source: Capital IQ; Crunchbase $17M +$100M Gartnerhas acquired L2, a business intelligence firm focused on digital performance benchmarking and analysis for brands N/A $1,000M Outfit7, the maker of the Talking Tom franchise, has been acquired byZhejianJinke Entertainment, a chemicals company that entered the entertainment market last year $45M $276M Take-Two Interactive isexpanding its business into mobile gaming with the acquisition of Socialpoint, the maker of Dragon City and Monster Legends titles N/A $100M American Media, a publisher of magazines and digital content, has acquired US Weekly to add to its portfolio of media brands
  • 10. 10 Ad Tech – Q1 2017 Stocks Performance Ø Observations § In Q1, Ad Tech stocks jumped over 20% collectively, led by CRTO, FUEL, and TTD § The major platforms look to rebound after header bidding caused investor concern over the future of their businesses in 2016 Ø Highlights § Investors have bought into FUEL’s plan to return to growth this year, as shown by the stock soaring 180% in the first quarter § TTD begins its first full year as a public company on the right track, climbing 40% in Q1 Market Data as of 3/31/2017 -50% 0% 50% 100% 150% 200% 1/3/17 1/17/17 1/31/17 2/14/17 2/28/17 3/14/17 3/28/17 RUBI TRMR MXPT YUME FUEL CRTO TTD NASDAQ
  • 11. 11 MarTech – Q1 2017 Stocks Performance Ø Observations § In Q1, the MarTech sector grew over 20% with only BV and MRIN starting the year in negative territory § After a poor 2016, SaaS leaders CRM and HUBS soared nearly 20% and 30% respectively in Q1 Ø Highlights § CRM and HUBS beat analyst’s expectations for Q4, reporting revenues that grew 27% and 44% year-over-year § BCOV jumped 13% after a board member resigned and urged the company to seek a sale Market Data as of 3/31/2017 -40% -20% 0% 20% 40% 60% 80% 1/3/17 1/17/17 1/31/17 2/14/17 2/28/17 3/14/17 3/28/17 CRM HUBS BV JIVE MRIN LPSN SHOP NASDAQ
  • 12. 12 Q1 2017 Key Startup Financings to Watch Lead Investor Capital Raised Valuation Comments Source: Crunchbase $56M N/A Mobile attribution firm Appsflyer has grown revenues by 500% over the last two years and currently measures over $6 billion in mobile marketing spend $119M N/A Fantasy sports company DraftKings has raised a new round of funding while it awaits federal review over its pending merger with FanDuel $104M N/A Fuze, an enterprise cloud communications firm, added 449 new customers and grew revenues by 90% in 2016 $175M N/A Used goods marketplace Letgo has surpassed over $20 billion in gross merchandise value sold in just two years since its launch in 2015 $92M N/A User-generated gaming platform Roblox has seen engagement surge with over 1.6 billion user developed Roblox games played every month $75M N/A Soundhound Inc., the firm behind apps that enable users to identify music, will use new capital to expand its voice-enabled AI technologies $100M N/A Zoom, an enterprise video conferencing company, has grown its customer base to over 450,000 companies and 5,800 academic institutions
  • 15. 15 LUMA’s Differentiated Value Proposition 1. Peerless Industry Knowledge 2. Strategic Approach 3. Execution Excellence
  • 16. 16 LUMA’s Content-Driven, Expert-Based Approach = acquired by December 2011 acquired by November 2012 = merged with March 2012 to form December 2011 acquired byacquired by October 2015 a division of acquired by March 2015 acquired by September 2014 acquired by September 2015 December 2015 acquired by February 2016 acquired byacquired by February 2017 acquired by Pending acquired by November 2016 acquired by July 2016 acquired by January 2017 acquired by December 2016 acquired by Pending a subsidiary of Conference Keynotes Publications (over 3 million views) Corporate Teach-ins LUMAscapes (over 6 million views from 211 countries) Completed Deals Digital Briefs DISPLAY MOBILE VIDEO SOCIAL NATIVE SEARCH MARTECH COMMERCE GAMING STRATEGIC BUYERS