MEDIA PLANNING FOR A GLOBAL BRANDSIMON WOOD

26/06/18

• Who are StarsGroup?

• Who are our customers?

• Media Consumption

• Digital Brand Planning

• Digital Brand Measurement

• Creative Opportunities

• What we look for in Media Partners

• What are our Key Challenges

• Q&A2

AGENDA

WHO ARE WE?A collection of leading gaming brands forming one of the largest online gaming businesses in the world.

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A COLLECTION OF LEADING GLOBAL GAMING BRANDS

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OUR CUSTOMERS

Sociable Thrill Seekers Money Driven Techie Risk Takers

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CUSTOMER’S MEDIA CONSUMPTION

02468

101214

25 - 34 35 - 44 45 - 54 55- 64

Online TV Radio Press Games ConsolesSource: GlobalWebIndex 2016

57%Online

64%Mobile

36%Desktop

25-34 35-44 45-54 55-64

Online 60% 57% 54% 49%

Linear TV 16% 21% 26% 31%

Games Consoles 9% 7% 5% 3%

Print Press 6% 6% 5% 5%

Broadcast Radio 7% 9% 11% 11%

Share of Total Media Time

• Digital video as a media source offers an increase in potential frequency for the Stars Group target demographic

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GLOBAL DIGITAL BRAND STRATEGY

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SUPPLY OPPORTUNITIES

Conversion

Priming

Awareness

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DIGITAL BRAND MEASUREMENT

Measurement Framework (3 R’s)1. Reach

2. Resonance

3. Reaction

Short vs Long Term Reporting Metrics• Short Term

• VTR, Viewability, CTR

• Installs, volume of site traffic

• Long term

• Brand awareness and consideration

• Brand uplift studies - Nielsen

• Advert recall, Favorability & Intent

• Channel growth

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CREATIVE OPPPORTUNITIES

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WHAT WE LOOK FOR IN MEDIA PUBLISHERS

Premium Publishers

Gambling Advertisers

Innovative Formats

Audience Targeting

Global Reach Deliver at Scale

Campaign Optimisation

Client Service

Viewability

No FraudTransparency

Contextual

• Finding a young audience who are not watching TV

• Measurement of on target audience – currently limited to Nielsen in a handful of markets

• Understanding the true impact of digital brand to drive actual revenue online

• Building strong relationships with premium publishers across Europe

• Finding a balance between direct buys and programmatic

• Single view of the customer – not duplicate reach

• Tech issues with programmatic buys : PMPs

• Limited inventory available through platforms : publishers automatically block gambling advertisers

• Understanding value in a multi screen world 12

WHAT ARE OUR KEY CHALLENGES?

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ANY QUESTIONS?

DIGITAL BRANDING 2018