Atresmedia Corporacion de Medios de Com. S.A.

Investor Presentation • Dec 16, 2021

Influencer marketing spain -2021

33.6ME 2020

7500Content creatorsin spain making a Living as "influencers". 4th european market(rU, IT, UK)

45.4M€forecast Investmentspain 2021

SOURCE: IAB SPAIN 2021 -PWC

X2 H2H TURNOVER IN 2021 IN COMPARISON TO 2020

X3 H2H EBITDA IN 2021 IN COMPARISON TO 2020

0 - MARK O`MARKET SHARE IN 2021

IN MARKET SHARE IN 2021

LAUNCHED IN 2021 (VS 278 IN 2020)

CHENTS WORKING WITH H2H (+12 NEW)

62%Of marketers Intend to increase Their spend on influencers

40%Of marketersINTEND TO SPEND MORE THAN 20% OF THEIR BUDGET ON INFLUENCERS

SOURCE: influencer marketing hub

Toexplain this success

What'sthe reason

+30%HIGHER ROI IF ADDING INFLUENCERS TO YOUR MEDIA PLAN

SOURCE: OGILVYPR

X2.48PEER-TO-PEER messages

Are more effective Than Brand-to-consumer ONES.

SOURCE: kantar

HOWEVER, THERE is A dark sideto Influencer marketing

SOURCE: influencer marketing hub

OF CAMPAIGNS ACHIEVE A NECATMERO

To be effective and efficient, marketers must apply an

Analytics vision

7500 MARKETING RELIES ON THE

8% Million Click City OF FINDING THE RIGHT INFLUENCERS.

SOURCE: INFLUENCER MARKETING HUB

INFLUENCER MARKETING

1.0

>

alexinagraham ©

3394 Publicaciones Seguidores Siguiendo

...

V

Alexina Graham Modelo Founder of @xinanyc

Ambassador for @beder_uk

@elitenyc

@models1... más

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Le siguen miguelreveriego, blancapadilla y 2
personas más

Xina 2021 highli... Mental Heal... Love my job Moments

@ALEXINAGRAHAM 62%H 38%M

demographics AudienceLocation, gender & age analysis

quality Fraud and massfollowers

@ALMU_RIPAMONTI

27.5% Of followers were bots

Of likes were fraud

SOURCE: H2H

And, today

Of firms 67% still have worries Aboutfraud

SOURCE: influencer marketing hub

Source: influencer Marketing Hub

Of marketersclaim to Havesuffered fraud

SOURCE: influencer marketing hub

Source: influencer Marketing Hub

INFLUENCER MARKETING

2.0

DEMOGRAPHICS. QUALITY AND AD SATURATION AREN'T ENOUGH. THERE ARE OTHER METRICS TO LOOK AT IN ORDER TO BE SUCCESSFUL.

coverage

Higher reach possible

CPM, CPV, CPG, CPG, CPL THE NEW INFLUENCER MARKETING KPIS

INFLUENCER MARKETING

3.0

Until2020, theinfluencer marketing recipefor success was:

analitycs Approach individual Audience analysis +

To maximizetheefficiency Duringthescouting and campaign monitoringphases. Butin 2020,technologyevolved and brought new functionalities

You must also apply a global vision to it. For thescouting, youcan'tonlylook individuallyto each profile.

Audienceoverlap

Shared followers

m

AFFINITY TO OUR COMPETITOR BRANDS

Youshould optimizeit whilethecampaign islive.

And evaluatingtheperformance can't only be done once thecampaign isover.

CAMPAIGN G TO OPTIMIZE THE PERFORMANCE

H2H		(«•) Live Report		H2H		(«•) Live Report
	Campaign Name H2H Starts at 25/08/2018 Ends at 25/09/2018	CAMPAIGN GOAL CAMPAIGN STATUS - Branding Goal Description ACTIVE		H2H	Campaign Name Starts at 25/08/2018 Ends at 25/09/2018	CAMPAIGN GOAL Branding Awareness	ACTIVE
	Contents Report				Contents Report
	Influencer v Platform v			INFLUENCERS ONBOARD	PUBLICATIONS	IMPRESSIONS	REACH	TOTAL INVESTED
	ത്ര	October 4th, 19:43 (G User Name VIEWS 54.459 Deal Pack Name		36	123	34575	5635	31.250€
		REACH SWIPE UPS CTR 一九九八 23423 123 0.48% e			Investment per Deal Pack -
	ത	October 4th, 19:43 (ご ு VIEWS User Name 54.459 Deal Pack Name			Deal Pack Name 1 23 Influencers	Deal Pack Name 1 23 Influencers		Deal Pack Name 1 23 Influencers
		REACH SWIPE UPS CTR 23423 0.48%			300082 27,088 views	2.800€ 27,088 views		2.800€ 27,088 views
	തി	October 4th, 19:43 (பே User Name VIEWS Cle 54.459 Deal Pack Name			СРМ 30€ сым зоє CPM 30€ Investment per Platform -
		REACH SWIPE UPS CTR 23423 123 0.48%		f	ത്ര	(ම)	0	49
		October 4th, 19:43 (B 0 User Name VIEWS Deal Pack Name 54.459		2.800€ 27,088 views	2.800€ 27,088 views	2.800€ 27.088 views	2800€ 27.088 views	2.800€ 27.088 views
	ത്ര	REACH SWIPE UPS CTR 23423 123 0.48%		CPM 30€	CPM 30€	CPM 30€	CPM 30€	CPM 30€
		October 4th, 19:43 (C				Investment per Influencer
	ത	User Name VIEWS o 54.459 Deal Pack Name SWIPE UPS CTR		INFLUENCER Clyde Estrada The Fashion Blog	DEAL PACK Macro team	INVESTMENT €200	SALES ഗ 34,459	CPM €20
		23423 123 0.48% October 4th, 19:43		Pearl Logan Best ootds	Others	€400	3 34,459	€20
	തി	(उ User Name VIEWS 0 54.459 Deal Pack Name		Alice Johnston Grean Portland	Squad Member	€100	12 34,459	€20
		REACH SWIPE UPS CTR 23423 123 0.48%		Darrell Jones Magic Jones	Others	€250	6 34,459	€20
		ﺍﻟﻤﻮﺍﻗﻊ ﺍﻟﻤﻮﺍﻗﻊ ﺍﻟﻤﻮﺍﻗﻌﺔ ﺍﻟﻤﺴﺘﻮﻯ ﺍﻟﻤﺴﺘﻮﻯ ﺍﻟﻤﺴﺘﻮﻯ ﺍﻟﻤﺴﺘﻮﻯ ﺍﻟﻤﺴﺘﻮﻯ ﺍﻟﻤﺴﺘﻮﻯ ﺍﻟﻤﺴﺘﻮﻯ ﺍﻟﻤﺴﺘﻮﻯ ﺍﻟﻤﺴﺘﻮﻯ ﺍﻟﻤﺴﺘﻮﻯ ﺍﻟﻤﺴﺘﻮﻯ ﺍﻟﻤﺴﺘﻮﻯ ﺍﻟﻤﺴﺘﻮﻯ ﺍﻟﻤﺴﺘﻮﻯ ﺍﻟﻤﺴﺘﻮﻯ ﺍﻟﻤﺴﺘﻮﻯ ﺍﻟﻤﺴﺘﻮﻯ ﺍﻟﻤﺴﺘﻮﻯ ﺍﻟﻤﺴ		Robert Aston Not Rob	Macro Team	€325	2 34,459	€20
				Jessy Lopes Yos it's Jessy	Others	દર૦	1 34,459	€20

น

THE FUTURE OF INFLUENCER MARKETING

FROM AMPLIFY TO PIVOT THE MARKETING & COMMS STRATEGIES

SAMSUNG HOMIES

Influencers/celebrities open the doors of their homes to let us discover their favourite places.

Samsung TV product placement.

Atresplayer (full program) + microprograms on antena 3 and neox + influencers social networks.

ATRESMEDIA GIVES H2H A UNIQUE POSITION IN THE MARKET TO CONSOLIDATEOUR LEADERSHIP IN SPAIN.

conclusions

DATA DRIVEN

Influencer marketing should use data to be profitable(positive roi)

An effective influencer marketing strategy isn't about who has thebiggestbudget. It's aboutbeing Smart about yourspending.

Thank you