Start-up Stage - Advertising - Presentation by Martin Widmer, CPO & Co-Founder of Mediahead at the NOAH 2015 Conference in London, Old Billingsgate on the 13th of November 2015.

1. headquarter your media

3. mediahead.com 2
Dr. Martin Widmer
CPO & Co-Founder
Mediahead AG
martin.widmer@mediahead.com
M: +41 76 573 02 75
ch.linkedin.com/in/martinwidmer
Record Track:
 15 years of Digital Media
 8 years of Digital Advertising
 7 years of Entrepreneurship:
founded 4 company's with more
then 100 HC
RRESENTER

4. Mediahead gives back the
control to the Advertiser –
and stops budget wasting.

5. Source: European Programmatic Market Sizing 2014, IAB Europe, September 2015
4
PROGRAMMATIC AD MARKET:
Europe & Worldwide
4,9
7,6
12,1
15,7
22,1
27,7
33,3
0
5
10
15
20
25
30
35
2011 2012 2013 2014* 2015* 2016* 2017*
SpendinginbillionU.S.dollars
Source: Magnaglobal; ID 275806
Europe: 2013-2014 Worldwide: 2011-2017

6. PROBLEM 1:
Real-time Ad spending demand for real-time
control

7. Mediahead.com 6
PROBLEM 2:
Advertiser View vs. Multiple Technologies
Demand Side Platform
WalledGarden
(Google)
Make or buy line
WalledGarden
(Facebook)
Agency
DSP
Data Management Platform
Verification & Segmentation
other Value Added Apps
Client
DSP
DMP
App 1
App 2
App 3
App 4
Adserver
2012 2016
RTBSuppliersAdvertisers
Automation & Optimization
Data Management Platform
Reporting & Analytics

8. mediahead.com 7
BUSINESS MODEL:
Value Proposition
Pain Points Value Proposition
 Programmable Bidder & Bidder
as a Service need a user
interface & algorithms
 Advertiser have no full cost view
 Data needs to be connected
end-to-end (campaign process)
 Ad Ops is too manual &
mistakes are very expensive
 Media planning & bidding algorithm
are created by the advertiser through
a user interface
 Aggregating multiple cost vectors
into a unique view
 A real-time DMP is the core of
optimization (2nd & 3rd party)
 5% of Ad Ops actions will meet the
ROI

9. mediahead.com 8
SALES & MARKETING:
Sales Focus
Number of customers
Customersize(byadbudget)a
Network
Media
Agencies
(10-50
mio)
built
in-house 1-X DSP’s
outsource
buy-in
Independent Agencies &
Internet Agencies
(100k – 1 mio) Self serve Ad Customers
(Google, Facebook)
(20k – 100 k)
Mediahead focus
self serve
self serve &
managedLarge
Advertisers
&
small media
Agencies
(1-10 mio)

10. mediahead.com 9
SOLUTION:
Modular
Programmatic Media
Planner (Q1/2016)
KPI widgets (branding attribution, user based reporting, TV, Radio) (Q2/2016)
Aggregated Analytics
Ad Budget (end-to-end)
Integration Bus
User Data based Analytics & Campaign Data (2nd & 3rd Party Data) (Q1/2016)
Campaign Automation
& Optimization
Audience DMP
Bidding Algorithm (Q2/2016)
DSP 1-X Bidder as a Service (Q2/2016)
Holistic
Reporting
Mediahead focus

11. mediahead.com 10
SOLUTION:
Today

12. mediahead.com 11
Data Revenue (Cost per CPM)
Managed Service (Rev Share)
SaaSPricing
Monthly Minimum Guaranty
Entry
Standard
Size of customer
Professional
Enterprise
BUSINESS MODEL:
Pricing

13. DEMANDSIDE
SUPPLYSIDE
PROCESS CONTROL
SPECIALIZATION
Mediahead is close to the budgets on
the demand side and simultaneously
controls the campaign process.
Budget
Kampagnen-Prozess
COMPETITIVE LANDSCAPE:
Close to the Budget

14. mediahead.com 13
Operational
Team
Management
Team
Remo Prinz (CEO) Raphael Oppenheim (CCO)Dr. Martin Widmer (CPO) Ramon Schwarz (CFO)
SOFTWARE TEAM
CTO: 10 years Google
Senior developer:
5 years Google
Team size: 4 developers
f f
ACCOUNT & OPS TEAM
15 years of RTB Ops
experience
Team size: 2 head counts
SALES TEAM
Team size: 1 Sales Person
(Director)
TEAM SUCCESS:
 Co-Founder of 4 companies over 7 years with employing over 100 head counts
 Exit of Adwebster AG – sold shares to a large local publishing house (NZZ.ch)
 Largest and most active AdTech entrepreneurial team in Switzerland
TEAM:
Experienced Entrepreneurs

15. MANAGERIAL ACTIVITIES
Swisscom, Chief Strategy Officer and
executive team member
Google EMEA, Product Director, Google WebSearch,
Google News, Google Chrome,
Image Search, etc.
YouTube, Head of Product & Engineering EMEA
Google, Country Product Head for Germany, Italy, Spain
and regional head for South-America
Lycos Bertelsmann, Vice-President Communication
& Community Products
IDS Scheer, CEO North-East Asia
BOARD ACTIVITIES
Bics – Belgacom Intercarrier Services 2012–2014
Swisscom Hospitality Services 2012–2014
FastWeb S.A. 2012–2014
Swisscom IT Services 2012–2014
FOUNDER, ANGEL AND COACHING ACTIVITIES
1plusX, Co-Founder (2014) and CEO
Axioma IS, Co-Founder, 1990
Spotigo, Co-Founder, 2005
Seedcamp & Techstar, product coach
Fashwell.com, and product strategy coach
MANAGERIAL ACTIVITIES
Google EMEA, Engineering Director
Google Zurich, Site Lead
Fraunhofer Institute IPSI, Director
Recommind, first CEO, Chief Scientist
ACADEMIC ACTIVITIES
ETH Zurich, Professor for Computer Science
TU Darmstadt, Professor for Computer Science
Brown University, Assistant/Associate Professor
for Computer Science
UC Berkeley, Postdoctoral Fellow
MIT, Postdoctoral Fellow
OTHER ACTIVITIES
Max Planck Society, Member Curatorium MPI-IS
Angel Investor, GoBeyond
FOUNDER
Recommind, Co-Founder
1plusX, Co-Founder, CTO
Dr. Jürgen Galler Prof. Dr. Thomas Hofmann
ENTREPRENEURIAL ACTIVITIES
TellSell Consulting, (today part of KPMG):
Co-Founder (1990) and first CEO
ImmobilienScout24, Co-Founder (1998) and largest shareholder
Scout24 Group, Founder, 1998
and largest private shareholder, first CEO, then President
MyHandicap, Founder (2004) and President
askTheCircle. Co-Founder (2009) and President
IPM, Co-Founder (2010) and first President
1PlusX, Co-Founder (2014) and President
Named one of the Top Ten "Founders of the Decade“ by
Gründerszene.de
BOARD ACTIVITIES, E.G.
Holtzbrinck Publishing Group, 2007–2011
NZZ, since 2010
Goldbach Group, since 2001
Bankhaus Herzogpark, since 2009
ANGEL AND COACHING ACTIVITIES, E.G.
Moneybookers, 2000–2007
ResearchGate, since 2008
iMusician digital, since 2012
Coach of CEOs of the Holtzbrinck Digital portfolio, 2008–2012
Coach of CEOs of the Sevenventure digital portfolio, since 2014
Teacher for Entrepreneurship, SIM Master HSG, since 2013
Joachim Schoss
TEAM:
Outstanding Supporters

16. 15
FINANCIAL PLANNING:
2015 - 2020
2015
- 10
0
10
20
30
40
Mio. USD
Gross profit
EBIT
Cash flow
2016 2017 2018 2019 2020
9,1
-5 -5,9
0,5
-0,6 -0,7
2,6
-0,8
-1,1
2,8
-2,3
36
2,7
-0,6
58
87
16
11

17. mediahead.com 16
STUTUS & PLAN:
Ramp up International Business
2015 2018
 50+ customers in the first market
(Switzerland)
 1000+ campaigns with 20’000+
placements operated
 End-to-End self serve process
 DMP and 3rd party data
launched
 Core organization with 12 head
counts
 Establish EU & US business
 300 active customers (software
licenses)
 ARPC = EUR 70’000 /year
 Worldwide known for excellent
Advertiser centric software
 Full campaign suite
(optimization, automation & end-
to-end KPI overlays)

18. headquarter your media
keep your eyes on
Mediahead

19. Focus on Leading European Internet companies
Covering over 400 companies across 25
online verticals, a broad range of over 500
investors as well as 100+ online-focused
corporates
Deep understanding of industry dynamics
Ability to add value beyond banking advice
Facilitates overall process and minimizes
management distraction
NOAH Advisors is globally well connected
and has direct access to virtually all key
players in the industry
Knowledge of and strong relationships
with potential buyers’ key decision makers
Proactively finds and unlocks attractive
investment opportunities for leading
investors
Annual NOAH Conference in its 8th year
Over 40 years of combined relevant M&A
experience
Routine execution of M&A and financing
transactions with sizes of several billion
euros
22 successfully completed NOAH Advisors
transactions underline successful transfer of
M&A competencies to the Internet sector
Entrepreneurial mind-set, focused on growing the
business and establishing a reputation for
excellence
Ability to deliver top results in short time frames
Highly success-based compensation structures
align interests of clients and NOAH Advisors,
and demonstrate conviction to deliver top results
Creative deal solutions
September 2015 December 2014
September 2014October 2014
May 2014 February 2013
May 2012 April 2011
Sale of a 70% stake in
to
Exclusive Financial Advisor to
Drushim and its Shareholders
Sale of 100% of
for $800m to
Exclusive Financial Advisor to
Fotolia and the Selling Shareholders
Sale of 100% of
for €80m to
Exclusive Financial Advisor to
Trovit and its Shareholders
Sale of controlling stake in
to
Exclusive Financial Advisor to
Facile.it and its Shareholders
sold 100% of
for $228m to a joint venture between
Exclusive Financial Advisor to Yad2
and its Shareholders
Growth equity investment from
for a 30% stake alongside Softonic’s Founders
and Angel Investors at a valuation of €275m
Exclusive Financial Advisor to
Softonic and its shareholders
150 million growth equity investment from
for a 50% stake alongside Fotolia’s Founders and
Additional $150 million senior debt financing
Total $300 million investment
Financial Advisor to Fotolia and its Shareholders
have acquired a majority stake in
for $350m from
Exclusive Advisor to Summit Partners and TA Associates
Selected Completed
NOAH Transactions
Unique Industry Know-How
Unmatched Network and Relationships
Strong Investment Banking Competence
Full Commitment - We Are Entrepreneurs!
EUROPE’S LEADING INTERNET CORPORATE FINANCE BOUTIQUE
®