Capital Markets Day – December 6, 2017

ROUNDTABLE PRESENTATIONS

DATA, ADTECH & ADDRESSABLE TVChristof Wahl, Dr. Jens Mittnacht

MARKET POTENTIAL

LARGE ADDITIONAL POTENTIAL FOR ADDRESSABLE TV …

Note: Based on Nielsen data and P7S1 own estimates 44

ATTRACTING DECENTRAL, NICHE, AND PERFORMANCE BUDGETS

ADDRESSABLE

TV

Attracting new budgets

3.1

0.8

1.7

Niche branding Performance-driven Addressable

TV Potential

Decentral

[2016, in EUR bn]

P7S1 TV GROWTH POTENTIAL UNTIL 2022

… ON TOP OF LINEAR TV WITHOUT CANNIBALIZATION

45

DRIVING NEW TV MARKET GROWTH

HOW WE PREVENT CANNIBALIZATION

Focus onnew TV advertisers

Focus onnew TV advertising budgets

Establish intelligent pricing model to prevent loss of monetization of wastage Linear

TV2017

(Total TV)Addressable

TV2022E

(Total TV)

WE FORESEE A SIGNIFICANT POTENTIAL PRICING UPSIDE

46

DRIVEN BY GRANULAR ADDRESSABLE TV TARGETING

3x–10xExpected realizable pricing upside dependent on

granularity of target group

GENERAL PRINCIPLE OF OUR ADDRESSABLE TV ROADMAP

47

OUR INITIATIVES IN DIGITAL PAVE THE WAY FOR ADDRESSABLE TV

Step 1: Digital excellence

Step 2:Transfer digital skills

to Addressable TV

FIVE KEY ENABLERS FOR ADDRESSABLE TV

48

AD FORMATSDATA /

TARGETING

PROGRAMMATIC BOOKING

MEASUREMENT

PERFORMANCEMINDSET

1

4

2

3

5

INDEPENDENT ADDRESSABLE TV DUE TO HBBTV

49

COOPERATIONS AND PARTNERSHIPS AS LEVER FOR ADDITIONAL POTENTIAL1

AD FORMATS

11.5mTV DEVICES

ADRESSABLE VIA

HBBTV

ADDITIONALPOTENTIAL

VIA

CO-OPS

FURTHER EXPECTED

HBBTV GROWTH

Addressable TV reach

SWITCH-IN

Partial HbbTV overlay ad on top of TV content in the event of a

switch-in to one of our channels

BRANDED RED BUTTON

Partial HbbTV overlay ad on top of an existing linear TV

commercial, e.g., with additional info as regional dealers

FULL SPOT OVERLAY

Full overlay of an existing linear TV commercial, e.g., via

HbbTV 1.5/2.0, or via partnerson SmartTVs and Set Top Boxes

OUR ADDRESSABLE TV AD FORMATS

50

LEVERAGING MAINLY HBBTV TECHNOLOGY

AD FORMATS

1

OUR SWITCHIN FORMAT ATTRACTS NEW ADVERTISERS

51

ESPECIALLY CUSTOMERS WITH DECENTRAL TARGET GROUPS BOOK ADDRESSABLE TV

Gamescom Cologne

AD FORMATS

1

Lotto Bayern (Bavaria)

C&A Bonn

HBBTV PENETRATION

WE ARE WORKING ON OFFERING FULL SPOT OVERLAYS

Source: P7S1 internal estimates 52

SUCCESSFUL TEST WITH HBBTV 1.5

SmartTVs supporting HbbTV in Germany[in %]

We initially aimed to overlay full TV commercials with targeted ads just

with HbbTV 2.0

We are testing a solution to overlay full spots already via HbbTV 1.5, which is more widely distributed

We successfully executed first live tests of that solution with Johnson

& Johnson and MediaMarkt

AD FORMATS

1

HbbTV 1.0 HbbTV 2.0HbbTV 1.5

Total:

11.5m

4555

<1

SUCCESSFUL LIVE TESTS OF FULL SPOT OVERLAY

53

WITH MEDIA MARKET AND JOHNSON & JOHNSON VIA HBBTV 1.5

AD FORMATS

Linear broadcast TV Addressable TV commercialby

1

WE ARE EXTENDING OUR TV TARGETING CAPABILITIES

54

PLANNING TO OFFER CROSS-DEVICE TARGETING IN 2018

IP-BASED

PREDICTIVE BEHAVIORAL

CROSS-DEVICETV/DIGITAL

Decentral and weather targeting based on the TV’s IP address

Targeting of attractive target demos (e.g., Singles, Families, 50+, high net income) based on TV viewing behavior

Targeting of households/users based on their digital profiles (e.g., retargeting Verivox visitors with interest on car insurances on TV)

DATA/TARGETING

2

DOOH BeaconHbbTV dataP7S1 digital data Exclusive partnerships

WE COLLECT VERY BROAD & DEEP TARGETING DATA …

55

COMBINING VALUABLE PROPRIETARY DATA WITH EXCLUSIVE DATA PARTNERS

One data management platform

DATA/TARGETING

2

NEW

PLANNED

… OF WHICH WE BUILD ATTRACTIVE SEGMENTS IN DIGITAL

56

TARGETING OF 20+ PERSONAS AND 115+ INTEREST GROUPS

PERSONAS INTERESTS

Families and Homemakers

Luxury & High Value Shoppers

Sport Enthusiast

Millenials & Digital Natives

Spirituals, Health-Conscious, Eco & Green

Business Partner

Beauty Queens & Kings

Trendsetter

Classic Lover

Edgy Individualist

Smart & Sale ShoppersParty People & Festival Visitors

Tech Lovers & Gamers

Entertainment Nerds

DIY, Handymen & Hobby Gardeners

Art & Design Lovers

Pet Owners & Animal Friends

Adventurers & Travelers

20+

Exemplary

Fin/Insurance• Car Financing• Gas Change• Electricity Change

115+

Exemplary

Travel• Flight• Hotel• Winter Sports

Telco• DSL & Landline

Change• Mobile Change

Fashion/Beauty• Shoes• Clothing• Perfume

Home/Garden• Relocation• Furniture• Kitchens

Automotive• Middle Class• SUVs• Cabrios & Coupés

Tech/Game• Playstation• XBOX• iPhones

Music/Ent• Rock & Pop• Comedy & Love• Horror & Sci-Fi

Food/Bev• Foodie & Gourmet• Health & Bio• Beer & Spirits

People/Family• 50+• Job Starters• Toddlers

DATA/TARGETING

2

OUR NEW HBBTV NEWS PORTAL AS SOURCE FOR DATA

57

DATA/TARGETING

2

New HbbTV Red Button portalwill offer a lot of complementary

news content on the TV set

By tracking its usage, we’ll learn about the interests from each

TV household(e.g., sports, fashion, business)

HbbTV portal usage thereby becomes crucial data enabler for

Addressable TV targeting

NEW HBBTV RED BUTTON PORTAL

NEW LOG-IN ALLIANCE EXPANDS REGISTRATION BASE

58

ENABLING AND PROTECTING FUTURE TARGETING PRODUCTS

Firstpartner

One login

angemeldet bleiben

LOG-IN ALLIANCE

Initial reach of 45m users across founding partners

New open log-in standard –open for further partners

Enabling essential digital business models post

expected ePrivacyRegulation

DATA/TARGETING

2

Full spot overlay

OUR VISION: ADDRESSABLE TV BASED ON DIGITAL DATA

59

EXAMPLE: RETARGETING OF FLACONI VISITORS ON TV

Interest data, e.g.,Perfume

Cross-device match

(e.g., via IP address)

DATA/TARGETING

2

WE ACQUIRED OUR OWN AD TECH STREET

60

ENABLING BEST-IN-CLASS PROGRAMMATIC ACCESS TO OUR AD PRODUCTS

PROGRAMMATIC BOOKING

3

ADTECH PRODUCT HOUSEINDEPENDENT, SECURE, INNOVATIVE

BUY-SIDE (DSP) SELL-SIDE (SSP)

AUDIENCE DATA (DMP)

Advertiser Publisher

Exclusive media & data products

Programmatic access

PROGRAMMATICBRANDED DATA

PROGRAMMATICDIGITAL OUT-OF-HOME

PROGRAMMATICINFLUENCER MARKETING

PROGRAMMATICADDRESSABLE TV

WE DRIVE EXCLUSIVE PROGRAMMATIC INNOVATION

Note: Buzzbird transaction signed, closing expected in Dec. 2017 61

EXCLUSIVE PRODUCTS ON ACTIVE AGENT, PLUS NEW PARTICIPATION IN BUZZBIRD

exclusive on

PROGRAMMATIC BOOKING

exclusive on exclusive on

3

EXCLUSIVE MEDIA AND DATA PRODUCTS THAT WE MAKE PROGRAMMATICALLY AVAILABLE

NEW

INVESTMENT INTO BUZZBIRD

Note: Buzzbird transaction signed, closing expected in Dec 2017 62

MAKING INFLUENCER MARKETING SCALABLE, MEASURABLE, AND PLANNABLE

Leading influencer marketing platform

Influencer categorySales/

Platform

Semi-professional influencers (mid-tail)

Professional influencers

Micro influencers(long-tail)

Top influencers1%

10%

40%

49%

Platform to make influencer marketing scalable, measurable, and plannable

Enabling efficient access to mid- and long-tail influencers

Paving the way for programmatic buying of influencer marketing

PROGRAMMATIC BOOKING

3

/

ADCLEAR PROVIDES ATTRIBUTION TECHNOLOGY

Note: AdClear transaction signed, closing expected in Q1 2018; AdClear is a majority acquisition by Virtual Minds AG 63

MEASURING TV AD IMPACT WITHIN THE TOTAL CUSTOMER JOURNEY

Addressable TV

Video

Display banner

Search

Purchase

Customer journey tracking & attribution

Linear TV

First attribution solution w/ access

to HbbTV data!

MEASUREMENT

4

MARKETING FUNNEL

ESOME COMPLEMENTS OUR AD SALES PORTFOLIO

Note: esome transaction signed, closing expected in Q1 2018CPM: Cost per Mille (1’000 impressions); CPV: Cost per View; CPA: Cost per Action; CPO: Cost per Order; CPL: Cost per Lead; CPcV: Cost per completed View

64

ADDING LOWER-FUNNEL PERFORMANCE CAPABILITIES

Awareness(CPM)

Interaction(CPV, CPA)

Transaction(CPO, CPL)

2018: KPI-driven Addressable TV

NEW

PERFORMANCE MINDSET

5

DISCLAIMER

This presentation contains "forward-looking statements" regarding ProSiebenSat.1 Media SE("ProSiebenSat.1") or ProSiebenSat.1 Group, including opinions, estimates and projections regardingProSiebenSat.1's or ProSiebenSat.1 Group's financial position, business strategy, plans and objectivesof management and future operations. Such forward-looking statements involve known and unknownrisks, uncertainties and other important factors that could cause the actual results, performance orachievements of ProSiebenSat.1 or ProSiebenSat.1 Group to be materially different from future results,performance or achievements expressed or implied by such forward-looking statements. Theseforward-looking statements speak only as of the date of this presentation and are based on numerousassumptions which may or may not prove to be correct.

No representation or warranty, expressed or implied, is made by ProSiebenSat.1 with respect to thefairness, completeness, correctness, reasonableness or accuracy of any information and opinionscontained herein. The information in this presentation is subject to change without notice, it may beincomplete or condensed, and it may not contain all material information concerning ProSiebenSat.1 orProSiebenSat.1 Group. ProSiebenSat.1 undertakes no obligation to publicly update or revise anyforward-looking statements or other information stated herein, whether as a result of new information,future events or otherwise.