ADSLOT LTD. — AGM Information 2015

Nov 26, 2015

Adslot AGM CEO Presentation

27th November 2015

Melbourne, Australia (ASX:ADJ)

Agenda

• State of the Media Industry

• Adslot’s Strategy

• Outlook

State of the Media Industry

The Ad Market

• Global advertising, a USD $700b market

• Online advertising, a USD $150b segment and the growth engine of the global advertising economy

Source: PWC

The Market

In turn, online advertising breaks down into three core segments:

1. Search advertising (a USD $62.5b market)

2. Classifieds advertising (a USD $15.1b market)

3. Display advertising ( a USD $66.2b market)

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Source Zenith Optimedia

The Market

• The $700b media industry has until recently had very little purpose-built technology to automate and enhance interaction between buyers and sellers

• This is changing, and online advertising is the driver

Search advertising Classifieds advertising Display advertising Traded entirely via ‘platforms’ Traded mostly via ‘platforms’ Moving rapidly to trade via ‘platforms’

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The Market

The online display advertising market comprises two subsegments:

1. Forward guaranteed – a USD $51b market. Guaranteed price, guaranteed volume of impressions, guaranteed timeframe and guaranteed placement.

2. Real Time Bidding (RTB) – a USD $15b market. Unsold inventory, auctioned in real time, low value, limited transparency between buyer and seller and no guarantees

3. Source: IDC

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RTB The $15b segment is traded entirely via platforms: purpose built technology that automates the interaction between buyer and seller…at scale

The $51b forward guaranteed segment is traded almost entirely via manually produced spreadsheets and purchase orders…

…creating inefficiencies that are unsustainable

28% of budgets are lost in non value generating administration costs VS

2% for Television

…shifting focus from value and performance

…to administration and process

…while constraining growth

A $35B gap

the forward guaranteed market’s share of this is worth

$11B

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Source Zenith Optimedia

The inefficiency of the $51b forward guaranteed market creates a huge opportunity…

Adslot’s vision:

To become the world’s leading provider of trading automation technology for the forward guaranteed market

Welcome to Adslot...

Automation is inevitable, and it’s here

In CY2015 automation of the forward guaranteed display market became a reality

The industry is paying attention

IAB Helps Push the Growth of Automated Guaranteed Buying with Release of "OpenDirect 1.0”

“Today the Interactive Advertising Bureau (IAB) released "OpenDirect 1.0" for public comment. OpenDirect 1.0 is a new automated, guaranteed API standard for the programmatic selling and buying of premium inventory that brings greater efficiencies and reliability in the packaging, pricing and delivering of reserved inventory for publishers. Efficient transactions between multiple publishers and buying platforms have the potential to dramatically accelerate the growth of automated guaranteed buying.”

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Automation is inevitable, and it’s here

In CY2015 automation of the forward guaranteed display market became a reality

Analysts are paying attention

"Spending managed on programmatic platforms will grow more than six-fold in the United States by 2019. Most of that growth will take place in the automation of guaranteed sales where vast efficiencies can be realized.”

- Karsten Weide, VP of Media and Entertainment, IDC -

Automation is inevitable, and it’s here

In CY2015 automation of the forward guaranteed display market became a reality

Other technology providers are paying attention

“Automating guaranteed direct orders facilitates the buying and selling of the most premium, higher priced inventory directly between buyers and sellers, similar to how TV advertising is bought and sold today. Consolidating the guaranteed direct orders market with these acquisitions (iSocket & ShinyAds), combined with our existing direct order technology and scale, solidifies our market leadership in this rapidly growing segment.”

• Frank Addante, CEO & Founder, Rubicon Project -

The world’s leading media buying groups & agencies…

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On behalf of some of the world’s leading advertisers

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…are adopting Adslot technology

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In September Quarter (2015) the value of media traded via Adslot grew by 74% QoQ

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”Automated Guaranteed allows our clients to reserve our premium inventory whilst removing inefficiencies that direct sales often bring. The integration with the Adslot platform has been slick and their customer service is great on both buy and sell sides.”

…and they are coming back for more

• The average value of media traded per transaction continues to climb as adoption builds

• In aggregate (across all markets), the average value of media traded per transaction increased by 78% in the September Qtr to over AUD $27,000

Where are we now and what can we expect in CY16?

• CY15 established that automation of the forward guaranteed market – Automated Guaranteed – is here to stay and has a bright future

• CY15 was a year of ‘market development’, where our sales & marketing effort was focused on:

• Creating awareness - highlight challenges that are often accepted practice, then sell a future state where automation, efficiency and convenience define what is possible

• Targeting the ‘early adopters’ – secure first transactions from market leaders

• Proving the technology – demonstrate the platform is stable, the features solve real problems and are easy to use, and bring users back for more

Where are we now and what can we expect in CY16?

• CY16 will see a transition from the market development phase to the business development phase

• The migration of skills, hierarchies, organisations and media spend to ‘platforms’ and ‘automation’ is structural – the timeline for the market development phase has been difficult to project

• The inefficiencies of the industry also creates jobs and multiple intermediaries, so change has taken time

• We are seeing larger opportunities develop as acceptance of the inevitability of automation becomes ubiquitous

• The largest media buying groups are planning more significant usage in early CY16

In Summary…

• The $51b forward guaranteed display advertising market has validated the need for automation

• As awareness translates to adoption, and adoption accelerates, we are seeing a shift from the market development phase to a business development phase

• The increase in trading activity via Adslot is gathering speed

Adslot’s Strategy

Over the last 12 months we have remained laser focused on executing our strategy

1. Grow the demand captured via Symphony Adslot’s market leading workflow automation technology for media buyers, Symphony is used by some of the largest media agencies in the world and now captures AUD $2.5b of media spend. Symphony is sold to media agencies under a licence model.

2. Build out our coalition of partners

3. Adslot is building a network of global partners to grow supply and demand in the Adslot marketplace. Partners include Yahoo, Microsoft, MediaMath and PubMatic.

4. Integrate the automated trading experience into Symphony

Integrating the catalogue of publisher inventory within Adslot into the media buying workflow of Symphony is a key growth strategy for the company.

1. Extend our value proposition from efficiency to efficiency+effectiveness Ensure that campaigns traded via Adslot aren’t just more efficient to execute, but also out-perform campaigns that are not traded via Adslot.

We have remained laser focused on executing our strategy

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1. Grow the demand captured via Symphony

2. Major new contracts secured in FY15 (Starcom, Haworth, Goldbach)

3. Further wins secured 1H FY16

4. Over AUD $2.5b of annualised demand now executed via Symphony

5. Major agency clients in APAC, Europe and US

We have remained laser focused on executing our strategy

2. Build out our coalition of partners

In the past 12 months Adslot have signed partnerships with 2 of the world’s top 10 online publishers, and 2 of the world’s leading publisher technology platforms

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• Top 10 world’s largest technology companies (Forbes, 2015)

• 10K+ employees

• One of the fastest growing companies in the US - 4 years running (Deloitte, 2015)

• Their customers represent over 20% of the global ad market (Operative, 2015)

• 12K Users

  • One of the world’s largest online publishers & leading content providers

  • 1B+ monthly users

• 650 Employees

• Founded 1975

• Founded 2001

• Founded 1994

• Founded 2006

We have remained laser focused on executing our strategy

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1. Integrate the automated trading experience into Symphony

2. Successful phase 1 release: August 2014

3. Successful phase 2 release: April 2015

4. First trading activity captured

We have remained laser focused on executing our strategy

1. Extend our value proposition from efficiency to efficiency+effectiveness

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Real time
collaboration
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Campaign
Optimisation
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Viewability
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Whilst maintaining revenue growth…

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+69% -2% +55%
Trading
Services Adserving
Technology
$2.397m $1.251m
$2.652m
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• Trading Technology is the primary growth engine with a 69% increase on pcp, and is now the largest revenue segment for the Group

• Non-strategic Services revenue was flat with only a small (2%) decrease on pcp

• Adserving revenue is a revenue stream derived from the Facilitate Digital acquisition

Note: Growth rates referenced are calculated against the previous corresponding period, being 12 months to 30 June 2014.

managing costs to improve profit performance…

• Operating costs decreased slightly from $10.794m to $10.628m – a reduction of $0.166m or 2% on pcp, demonstrating cost management discipline

• EBITDA loss reduced from of a loss of $5.340m to a loss of $3.648m – an improvement of $1.692m or 32% on pcp

Operating Costs-2% EBITDA+32% +9%NPAT $5.094m ($1.762m) ($5.233m) Operating Costs EBITDA NPAT $10.628m ($3.648m) ($9.206m)

($9.206m)

• NPAT loss decreased from $10.096m to $9.206m – a reduced loss of $0.890m or 9% on pcp

Note: Operating Costs are Total Expenses excluding Depreciation and Amortisation expenses.

…and improving cash outflow

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+73% -43% +32%
Net Cash
Outflows from
Cash
Cash Receipts Operating Activities
$8.279m ($3.176m) $4.441m
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• Receipts from Trade and Other Creditors grew 73% YoY, from $4.774m to $8.279m.

• 43% improvement in Net Cash Outflows from Operating Activities, reduced from ($5.607m) in FY14 to ($3.176m) in FY15.

• Continued investment in our Technology Platforms of $1.938m net of R&D grants.

• A 32% increase in Cash at End of Financial Year from $3.354m in FY14 to $4.441m EoY FY15.

Outlook

Outlook

Adslot partners will be activated via live integrations

• The leading global industry body IAB will shortly release a universal technical standard for Automated Guaranteed

• The IAB standard will reduce integration complexity, risk and timeframes

• allowing Adslot and it’s partners to integrate more efficiently

• Adslot partners are significant global players – once integrated we expect they will further grow trading activity

Outlook

The Symphony-Adslot integration will drive a further lift in trading activity

• Our integration roadmap includes major feature releases and enhancements

• Media buying groups such as Omnicom and Publicis have mobilised to trade more significantly via the integration

• New agency clients are signing on for Symphony because they see value in the combined Symphony-Adslot capability

Outlook

Adslot will continue to innovate to maintain it’s best in class status

• Investment data and campaign performance data will be integrated to provide meaningful insights and inform trading decisions

• More complex ad units will be supported

• More inventory sources (publisher adservers) will be integrated

Outlook – Other Key Strategies

Grow Symphony’s share of the forward guaranteed market

The more demand captured via Symphony, the stronger the Company is positioned as media buying groups move their trading activity to ‘platforms’

Bring intelligent audience trading into the platform, at scale

As media buyers increasingly focus on buying the right audience, provide tools that allow publishers to expose audience segments to buyers, traded under the forward guaranteed model

Establish an off-shore development facility to scale the product team cost effectively

Provides better, faster access to resource through which to build the team, and with improved economies of scale

Outlook – Revenue by Segment

Trading activity is expected to lift, driving further growth in Trading Technology revenues

• The forward guaranteed market’s growing adoption of trading technology will continue in CY16

• Growth in Adslot’s Trading Technology revenue will continue to outpace a gradual decline in non strategic Services and Adserving revenues

Outlook - Trading Technology Revenue by Sub-Segment

Trading Technology revenues for the current half are on track to exceed the prior half

• Licence Fees and Trading Fees are both growing

• Trading Fee revenue constitutes a smaller % of the Trading Technology segment total, and for now is less predictable than Licence Fees, but has built to a steeper growth trajectory

Outlook - Revenues

The December Half is on track to exceed the prior half by approximately 32%

• Trading Technology growth is accelerating:

• 2H FY14 to 1H FY15: 7%

• 1H FY15 to 2H FY15: 17%

• 2H FY15 to 1H FY16: 32% (projected)

Trading Fee Revenue vs Trading Activity

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• Trades are made between 2 days and 4 months in advance of the campaigns that are purchased being published�

• Revenues are recognised in Adslot accounts only when the advertising activity purchased has been published�

• Invoices are generated monthly in arrears and are paid in accordance with an industry standard 45 days�

• There is a cyclic delay between trading activity, revenue and the cashflow it generates�

• For example, the June-Sept Qtr movement:�

• 74% increase in the value of media traded�

• 45% increase in Trading Fee revenues�

• 3% increase in cash receipts�

Outlook - Cashflows

The Company’s cash position funds the current business plan

The Board continues to closely monitor capital reserves to balance:

• An ongoing focus on revenue growth and cost control to optimise cashflows

• Ensuring the Company is able to continue to realise the significant opportunities it has developed

Summary

• The media industry has validated both our technology and the opportunity it creates

• Adoption is growing…and is expected to accelerate

• Revenue growth is expected to continue and accelerate

• The Company has built a highly strategic position by:

• Continually growing the pool of demand secured within the Symphony platform

• Integrating our catalogue of publisher inventory within Symphony

• Successfully expanding the geographical coverage of our client base

• Working with our partners to achieve standards that will simplify how we integrate with them

• Continuing to invest in the technology to remain ‘best in class’

Thank you

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@adslot investor.relations@adslot.com