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DOOH Ads_final_ENG

Andrey Bogdanov
Andrey Bogdanov

This document summarizes information about DOOH Ads, a company providing a platform for digital out-of-home advertising. It outlines the company's goals of making the DOOH market more transparent, competitive and accessible. It describes current issues like ad targeting challenges and barriers to entry. The company's solution aims to consolidate advertising budgets, precisely target ads, and provide analytics. It details the company's technology, team, financial projections, and expansion plans to become a global DOOH platform.

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DOOH AdsDOOH Ads Real Time Bidding for Digital Out of Home Advertising Networks Unlimited service scalability $3 billion spent on DOOH Ads in US New look at en established market DOOH ADS
DOOH ADS COMPANY GOALS 2 To provide access to any monitor company-owner to global or local advertising budgets,regardless of its size and geographical location 1 To make DOOH ads market as transparent and competitive 2 To make the latest innovative technology in offine-ads accessible 3 To provide no ads space, but a profle of it,such as location, target audience, traffc, number of ads viewed,direct links to the website of goods or services directly from the phone interested 4
DOOH ADS CURRENT ISSUES AT DOOH MARKET 3 Advertising budgets are split up among variety of agencies, advertising and local networks. To have access to the Agency, its crucial to have huge number of monitors and only in high traffc areas regardless of advertisers request specifcs Many of monitors do not generate revenue for its owners, such as big retailers and gas stations High barriers to enter monitor advertising market , which lead to low market competition and high pricing Badly targeted advertising with high campaign budgets as a result, advertising banners are loaded to all monitors of the Agency regardless of its location Lack of fexibility of advertising campaigns banners are uploaded to monitors using physical media once in a while, usually once a month A need of physical presence at foreign sites to run ads banners Issues Solution
DOOH ADS DOOH MARKET SOLUTIONS 4 Issues Solutions All engaged in DOOH-ads agencies are in one place. Consolidation of all advertising campaign budgets from around the world. Run banner ads on the monitor in just a few clicks, generating revenue for each ad impression Even one monitor will generate money, there creates an opportunity for small and medium business to have low barriers for entry Precise ad targeting with available analytics on number of views, traffc, location and income level of targeted audience Upload of banners every 10 minutes, capability of on- line campaign adjustments Banners are uploaded from the cloud to any location of the world Advertising budgets are split up among variety of agencies, advertising and local networks. To have access to the Agency, its crucial to have huge number of monitors and only in high traffc areas regardless of advertisers request specifcs Badly targeted advertising with high campaign budgets as a result, advertising banners are loaded to all monitors of the Agency regardless of its location Lack of fexibility of advertising campaigns banners are uploaded to monitors using physical media once in a while, usually once a month A need of physical presence at foreign sites to run ads banners Many of monitors do not generate revenue for its owners, such as big retailers and gas stations High barriers to enter monitor advertising market , which lead to low market competition and high pricing
Soft integration of consumers personal devices into specifc advertising campaign Due to the emergence and development of analytic tools for offine advertising campaigns, the carpet bombing" advertising of all consumers are being replaced by localized strikes" of specifc groups of consumers at a particular time and in a special place Simplifcation and Uberization of services More then 50% of all mobile searches have local intent, and 17% of search happens while consumer are on-the-go DOOH ADS TRENDS 5 Onrush of technology offers more accurate targeted advertising for off-line media According to Google, 23% of consumers search for more info after seeing outdoor banners or monitor advertising, compared to 16% for other media Availability, development of protocols for Bluetooth transmitters (iBeacon, Eddystone, AltBeacon), development of IoT Development of Android TV incredibly expands new opportunities for monitors and television Falling cost and dynamic development of hardware and software to assess location traffc and number of offine ads viewed The cross-paths of current market trends and technology capabilities allow a full transformation of DOOH-ads market. Our technologies allow to make it already now. In couple of years someone else will do that. Key market trends: Key technology trends:
DOOH ADS MARKET OVERVIEW 6 Source: ZenithOptimedia $514M Russian Market1 Expansion to other markets (USA, European Union, Latin America)2 40% $514 million - Russian market volume of indoor and outdoor ads (out-of-home, OOH) 40% or $205,7 million - DOOH ad market in Russia Sources: Tadviser, ZenithOptimedia, ScreenMedia daily Russian DOOH ad Market has dropped in 2015 ~ by 20%. This has caused the necessity to optimize the relationships between market players $3B $4B In 2015 US spent on DOOH ads nearly $3 billion. Analytics forecast growth of DOOH in US up to $4 billion by 2018 DOOH in US is considered as the fastest growing segments of ad market
DOOH ADS COMPETITIVE MARKET 7 Existing alternative solution to DOOH ads as of today is the uploading of banners from fash-card to all monitors of agency once a month Such solution dramatically limits potential of advertising campaign and increases the cost There are no DOOH ads sites that do open auctions neither in Russia or abroad
DOOH ADS PARTICIPANTS AND USERS 8 Advertisers pay for real number of ad impressions the cost set by open auction for each of the monitor. And have the possibility to control expenses themselves. Advertiser Advertisers themselves create the terms of their ad campaign at the convenient interface. Agent, that registers a monitor in the DOOH Ads system, receives a right to have a certain % paid, calculated based on the ad loading of this monitor. Agents Monitor owners All data, such as ad view time tracking, other calculation can be accessed and controlled via online account by each monitor owner. Any monitor owner connected to DOOH ads (independently or via an agent) becomes a party to the DOOH advertising market and receives money for each ad impression. Google Cloud Platform Database
DOOH ADS PARTICIPANTS BENEFITS 9 Advertiser Agents Monitor owners No expenses involved in advertiser search Maximum utilization of resources Maximum price for ad impression set during open auction No expenses for technical support of the system Scaling business without increasing of operating expenses No strict obligations when working with advertisers Post-payment based on number of ad impressions Convenient analytical system for each of the advertising platforms A choice of best time and location for ad placement Determination/limitation of daily advertising budget On-line adjustments of advertising campaign Constant income without capital expenditures Any monitor connection worldwide Progressive commissioning system
DOOH ADS SOLUTION STRUCTURE 10 Google Cloud Platform Database Auction for each monitor Monitor Monitor Monitor Advertising site/platform Agent Agent Agent Site Registration of advertising platforms and monitors Development of ads and uploading banners Advertising agency Advertising agent Site Advertising agent Advertising agent Advertiser Advertiser Site
DOOH ADS BUSINESS MODEL 11 Advertisers Agents DOOH ADS Advertising agencies Monitor owners Ad placement cost minus DOOHADS and Agent commissions Ad placement cost set during auction Commission for registration of monitor DOOH ADS charges commission from Advertisers for advertising placed on registered monitors ad impressions on selected monitors New monitors searching and registration ad impressions on the monitors Application/program setting
DOOH ADS BUSINESS MODEL TAKING AN EXAMPLE OF 100 REGISTERED MONITORS 12 Advertisers 亞亠仆 DOOH ADS Advertising Agencies 100 Monitor Owners 0.67 million/year$1.5 million/year $28.5K/year Scenario conditions: -Average time of monitor working a day: 10 hours -Price of ad impression (view): $0,01 -Monitor owners fee: 45% -Agent commission: 2% Monitor registration DOOH ads setting ad impressions on selected monitors ad impressions on the monitors
DOOH ADS STRUCTURE OF ADVERTISING CAMPAIGN 13 Easy-to-use digital banners Diversity of ad view locations Unique designer to create conditions for advertising campaigns Convenient planning of advertising budgets Ad placement on the best advertising platforms Pay for actual ad impressions On-line management of advertising campaign via online account or mobile application Quality control of digital banners Up-to-date information on working advertising sites/platforms What is special? What are the benefits? Where is the convenience?
DOOH ADS TECHNOLOGY 14 Internet of Things (IoT) Google Proximity Beacon API Google Cloud Vision API Google Cloud Speech API beta DBMS Quik Table Real Time Bidding (RTB) DooH ADS app(Google play) Online account https://ads.dooh.xyz Web-site https://dooh.xyz Emulation beacons Physical Web Face detection Speech recognition
DOOH ADS TEAM 15 Andrey Bogdanov. A graduate of MIPT, Department of Theoretical Physics, there became fan of computer technology. An experienced entrepreneur, founder of several successful projects in the international markets, including the advertising agency. Core competencies : AdWords, AdSense, Google Cloud Platform, Bitrix CMS, CRM, Microsoft Azure, SEO, SMM, IoT, Google Proximity Beacon, Google map maker, Google analytics, R&D Core competencies: programming, Android, Google Cloud Platform, FireBase, Google Cloud Vision, Google Cloud Speech, IoT, Bitrix CMS, DBMS, Microsoft Azure, System administration Development Sales / marketing Development,testing, support and administration team consists of 5 highly-skilled professionals . Under Andreys leadership this team has been successfully working on this project for the past few years. Core competencies: new monitor search and registration, cooperation with agents, advertisers and advertising agencies Testing Support and administration Project author, CEO/CTO Monitor search and registration will me maintained by the third party agents. to ensure appropriate collaboration with agents, advertisers and advertising agencies, there is a need to put together a team of marketers and run advertising campaign Current competencies Required competenciesTeam
DOOH ADS FINANCIAL MODEL (PILOT STAGE MOSCOW) 16 Optimistic Scenario (OS) Pessimistic scenario (PS) Baseline Scenario (BS) The advantage of DOOH ADS is that in any scenario the project immediately starts generating money 1Q17 2Q17 3 Q17 4Q17 1Q18 2Q18 3Q18 4Q18 1Q19 PS 50 73 106 154 224 325 473 688 1 000 BS 50 79 126 199 316 501 795 1 261 2 000 OS 50 83 139 232 387 646 1 078 1 798 3 000 Number of monitors connected
DOOH ADS ROAD MAP 17 Pilot project Roll out Expansion 1 2 3 Year 2017 2019 Year 2020 - 2022 Year 2022 and further Moscow $128.6mln $428.6mln $5bln
DOOH ADS 18 KEY PROJECT PERFORMANCE FIGURES (PILOT STAGE MOSCOW) In the baseline scenario every 250 monitors increase the value of the company at $2.06 million With entry to new markets and increase of number of available monitors to 50 000 units (achievable in 10 years), company value will go up to $288 million. $2.06M $288M Key project performance figures Number of monitors by the end of 2018, units. Cost of view, $/view Monitor owner fee, % of view cost Pessimistic scenario Baseline scenario Optimistic scenario 1 000 2 000 3 000 0.007 0.011 0.014 50% 45% 40% Quarterly growth rate of number of monitors, % 45% 59% 67% Appraisal ratio Company value (for 5 years), $mln Pessimistic scenario Baseline scenario Optimistic scenario Company value in post- forecasted period, $mln Investments, $mln IRR, % Discounted payback period (DPP), years Revenue 2019, $mln Net proft 2019, $mln Net profit margin, % 5.6 25.1 53.7 2.89 11.4 24.1 1 1 1 93% 248% 405% 2.31 1.56 1.23 5.6 17.93 33.6 1.76 6.96 14.71 31% 39% 44% %
DOOH ADS 19 INVESTMENT FIGURES Pessimistic scenario Baseline scenario Optimistic scenario 1.13 Share value as of today, $mln (in 10 years after achieving maximum number of monitors) Return of investments in 4 years, % Annual proft investment ratio, % 1 million US$ investments required for a successful start of the project 10% - Share in the company for investment $1 10% 13% 3% 5.01 401% 50% 10.74 97 4% 81%
DOOH ADS 20 STRATEGIC SCENARIO (EXPANSION TO INTERNATIONAL MARKETS) Company value (for 10 years), mln Share value in current price (in 10 years after achieving maximum number of monitors) Number of monitors by 2027, units Return on investments for 10 years Annual proft investment ratio 18 748M $268M 3 750M 50 000 5 257% 49% $54M
DOOH Ads DOOH Ads DOOH.XYZ CEO/Founder ANDREY BOGDANOV +7 903 723 2498 7232498@gmail.com THANK YOU! DOOH ADS

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DOOH Ads_final_ENG

  • 1. DOOH AdsDOOH Ads Real Time Bidding for Digital Out of Home Advertising Networks Unlimited service scalability $3 billion spent on DOOH Ads in US New look at en established market DOOH ADS
  • 2. DOOH ADS COMPANY GOALS 2 To provide access to any monitor company-owner to global or local advertising budgets,regardless of its size and geographical location 1 To make DOOH ads market as transparent and competitive 2 To make the latest innovative technology in offine-ads accessible 3 To provide no ads space, but a profle of it,such as location, target audience, traffc, number of ads viewed,direct links to the website of goods or services directly from the phone interested 4
  • 3. DOOH ADS CURRENT ISSUES AT DOOH MARKET 3 Advertising budgets are split up among variety of agencies, advertising and local networks. To have access to the Agency, its crucial to have huge number of monitors and only in high traffc areas regardless of advertisers request specifcs Many of monitors do not generate revenue for its owners, such as big retailers and gas stations High barriers to enter monitor advertising market , which lead to low market competition and high pricing Badly targeted advertising with high campaign budgets as a result, advertising banners are loaded to all monitors of the Agency regardless of its location Lack of fexibility of advertising campaigns banners are uploaded to monitors using physical media once in a while, usually once a month A need of physical presence at foreign sites to run ads banners Issues Solution
  • 4. DOOH ADS DOOH MARKET SOLUTIONS 4 Issues Solutions All engaged in DOOH-ads agencies are in one place. Consolidation of all advertising campaign budgets from around the world. Run banner ads on the monitor in just a few clicks, generating revenue for each ad impression Even one monitor will generate money, there creates an opportunity for small and medium business to have low barriers for entry Precise ad targeting with available analytics on number of views, traffc, location and income level of targeted audience Upload of banners every 10 minutes, capability of on- line campaign adjustments Banners are uploaded from the cloud to any location of the world Advertising budgets are split up among variety of agencies, advertising and local networks. To have access to the Agency, its crucial to have huge number of monitors and only in high traffc areas regardless of advertisers request specifcs Badly targeted advertising with high campaign budgets as a result, advertising banners are loaded to all monitors of the Agency regardless of its location Lack of fexibility of advertising campaigns banners are uploaded to monitors using physical media once in a while, usually once a month A need of physical presence at foreign sites to run ads banners Many of monitors do not generate revenue for its owners, such as big retailers and gas stations High barriers to enter monitor advertising market , which lead to low market competition and high pricing
  • 5. Soft integration of consumers personal devices into specifc advertising campaign Due to the emergence and development of analytic tools for offine advertising campaigns, the carpet bombing" advertising of all consumers are being replaced by localized strikes" of specifc groups of consumers at a particular time and in a special place Simplifcation and Uberization of services More then 50% of all mobile searches have local intent, and 17% of search happens while consumer are on-the-go DOOH ADS TRENDS 5 Onrush of technology offers more accurate targeted advertising for off-line media According to Google, 23% of consumers search for more info after seeing outdoor banners or monitor advertising, compared to 16% for other media Availability, development of protocols for Bluetooth transmitters (iBeacon, Eddystone, AltBeacon), development of IoT Development of Android TV incredibly expands new opportunities for monitors and television Falling cost and dynamic development of hardware and software to assess location traffc and number of offine ads viewed The cross-paths of current market trends and technology capabilities allow a full transformation of DOOH-ads market. Our technologies allow to make it already now. In couple of years someone else will do that. Key market trends: Key technology trends:
  • 6. DOOH ADS MARKET OVERVIEW 6 Source: ZenithOptimedia $514M Russian Market1 Expansion to other markets (USA, European Union, Latin America)2 40% $514 million - Russian market volume of indoor and outdoor ads (out-of-home, OOH) 40% or $205,7 million - DOOH ad market in Russia Sources: Tadviser, ZenithOptimedia, ScreenMedia daily Russian DOOH ad Market has dropped in 2015 ~ by 20%. This has caused the necessity to optimize the relationships between market players $3B $4B In 2015 US spent on DOOH ads nearly $3 billion. Analytics forecast growth of DOOH in US up to $4 billion by 2018 DOOH in US is considered as the fastest growing segments of ad market
  • 7. DOOH ADS COMPETITIVE MARKET 7 Existing alternative solution to DOOH ads as of today is the uploading of banners from fash-card to all monitors of agency once a month Such solution dramatically limits potential of advertising campaign and increases the cost There are no DOOH ads sites that do open auctions neither in Russia or abroad
  • 8. DOOH ADS PARTICIPANTS AND USERS 8 Advertisers pay for real number of ad impressions the cost set by open auction for each of the monitor. And have the possibility to control expenses themselves. Advertiser Advertisers themselves create the terms of their ad campaign at the convenient interface. Agent, that registers a monitor in the DOOH Ads system, receives a right to have a certain % paid, calculated based on the ad loading of this monitor. Agents Monitor owners All data, such as ad view time tracking, other calculation can be accessed and controlled via online account by each monitor owner. Any monitor owner connected to DOOH ads (independently or via an agent) becomes a party to the DOOH advertising market and receives money for each ad impression. Google Cloud Platform Database
  • 9. DOOH ADS PARTICIPANTS BENEFITS 9 Advertiser Agents Monitor owners No expenses involved in advertiser search Maximum utilization of resources Maximum price for ad impression set during open auction No expenses for technical support of the system Scaling business without increasing of operating expenses No strict obligations when working with advertisers Post-payment based on number of ad impressions Convenient analytical system for each of the advertising platforms A choice of best time and location for ad placement Determination/limitation of daily advertising budget On-line adjustments of advertising campaign Constant income without capital expenditures Any monitor connection worldwide Progressive commissioning system
  • 10. DOOH ADS SOLUTION STRUCTURE 10 Google Cloud Platform Database Auction for each monitor Monitor Monitor Monitor Advertising site/platform Agent Agent Agent Site Registration of advertising platforms and monitors Development of ads and uploading banners Advertising agency Advertising agent Site Advertising agent Advertising agent Advertiser Advertiser Site
  • 11. DOOH ADS BUSINESS MODEL 11 Advertisers Agents DOOH ADS Advertising agencies Monitor owners Ad placement cost minus DOOHADS and Agent commissions Ad placement cost set during auction Commission for registration of monitor DOOH ADS charges commission from Advertisers for advertising placed on registered monitors ad impressions on selected monitors New monitors searching and registration ad impressions on the monitors Application/program setting
  • 12. DOOH ADS BUSINESS MODEL TAKING AN EXAMPLE OF 100 REGISTERED MONITORS 12 Advertisers 亞亠仆 DOOH ADS Advertising Agencies 100 Monitor Owners 0.67 million/year$1.5 million/year $28.5K/year Scenario conditions: -Average time of monitor working a day: 10 hours -Price of ad impression (view): $0,01 -Monitor owners fee: 45% -Agent commission: 2% Monitor registration DOOH ads setting ad impressions on selected monitors ad impressions on the monitors
  • 13. DOOH ADS STRUCTURE OF ADVERTISING CAMPAIGN 13 Easy-to-use digital banners Diversity of ad view locations Unique designer to create conditions for advertising campaigns Convenient planning of advertising budgets Ad placement on the best advertising platforms Pay for actual ad impressions On-line management of advertising campaign via online account or mobile application Quality control of digital banners Up-to-date information on working advertising sites/platforms What is special? What are the benefits? Where is the convenience?
  • 14. DOOH ADS TECHNOLOGY 14 Internet of Things (IoT) Google Proximity Beacon API Google Cloud Vision API Google Cloud Speech API beta DBMS Quik Table Real Time Bidding (RTB) DooH ADS app(Google play) Online account https://ads.dooh.xyz Web-site https://dooh.xyz Emulation beacons Physical Web Face detection Speech recognition
  • 15. DOOH ADS TEAM 15 Andrey Bogdanov. A graduate of MIPT, Department of Theoretical Physics, there became fan of computer technology. An experienced entrepreneur, founder of several successful projects in the international markets, including the advertising agency. Core competencies : AdWords, AdSense, Google Cloud Platform, Bitrix CMS, CRM, Microsoft Azure, SEO, SMM, IoT, Google Proximity Beacon, Google map maker, Google analytics, R&D Core competencies: programming, Android, Google Cloud Platform, FireBase, Google Cloud Vision, Google Cloud Speech, IoT, Bitrix CMS, DBMS, Microsoft Azure, System administration Development Sales / marketing Development,testing, support and administration team consists of 5 highly-skilled professionals . Under Andreys leadership this team has been successfully working on this project for the past few years. Core competencies: new monitor search and registration, cooperation with agents, advertisers and advertising agencies Testing Support and administration Project author, CEO/CTO Monitor search and registration will me maintained by the third party agents. to ensure appropriate collaboration with agents, advertisers and advertising agencies, there is a need to put together a team of marketers and run advertising campaign Current competencies Required competenciesTeam
  • 16. DOOH ADS FINANCIAL MODEL (PILOT STAGE MOSCOW) 16 Optimistic Scenario (OS) Pessimistic scenario (PS) Baseline Scenario (BS) The advantage of DOOH ADS is that in any scenario the project immediately starts generating money 1Q17 2Q17 3 Q17 4Q17 1Q18 2Q18 3Q18 4Q18 1Q19 PS 50 73 106 154 224 325 473 688 1 000 BS 50 79 126 199 316 501 795 1 261 2 000 OS 50 83 139 232 387 646 1 078 1 798 3 000 Number of monitors connected
  • 17. DOOH ADS ROAD MAP 17 Pilot project Roll out Expansion 1 2 3 Year 2017 2019 Year 2020 - 2022 Year 2022 and further Moscow $128.6mln $428.6mln $5bln
  • 18. DOOH ADS 18 KEY PROJECT PERFORMANCE FIGURES (PILOT STAGE MOSCOW) In the baseline scenario every 250 monitors increase the value of the company at $2.06 million With entry to new markets and increase of number of available monitors to 50 000 units (achievable in 10 years), company value will go up to $288 million. $2.06M $288M Key project performance figures Number of monitors by the end of 2018, units. Cost of view, $/view Monitor owner fee, % of view cost Pessimistic scenario Baseline scenario Optimistic scenario 1 000 2 000 3 000 0.007 0.011 0.014 50% 45% 40% Quarterly growth rate of number of monitors, % 45% 59% 67% Appraisal ratio Company value (for 5 years), $mln Pessimistic scenario Baseline scenario Optimistic scenario Company value in post- forecasted period, $mln Investments, $mln IRR, % Discounted payback period (DPP), years Revenue 2019, $mln Net proft 2019, $mln Net profit margin, % 5.6 25.1 53.7 2.89 11.4 24.1 1 1 1 93% 248% 405% 2.31 1.56 1.23 5.6 17.93 33.6 1.76 6.96 14.71 31% 39% 44% %
  • 19. DOOH ADS 19 INVESTMENT FIGURES Pessimistic scenario Baseline scenario Optimistic scenario 1.13 Share value as of today, $mln (in 10 years after achieving maximum number of monitors) Return of investments in 4 years, % Annual proft investment ratio, % 1 million US$ investments required for a successful start of the project 10% - Share in the company for investment $1 10% 13% 3% 5.01 401% 50% 10.74 97 4% 81%
  • 20. DOOH ADS 20 STRATEGIC SCENARIO (EXPANSION TO INTERNATIONAL MARKETS) Company value (for 10 years), mln Share value in current price (in 10 years after achieving maximum number of monitors) Number of monitors by 2027, units Return on investments for 10 years Annual proft investment ratio 18 748M $268M 3 750M 50 000 5 257% 49% $54M
  • 21. DOOH Ads DOOH Ads DOOH.XYZ CEO/Founder ANDREY BOGDANOV +7 903 723 2498 7232498@gmail.com THANK YOU! DOOH ADS