Lorem ipsum dolor sit

IPadex, a 360 strategy

1

The story begins with

Now let me introduce you our sales house with this video2

IP in a programmatic way

As you all know we are a Sales House but with the launch of IPadex in 2015 we wanted to connect with all our available media through programmatic.And from my opinion this is the future of the programmatic media sales. When programmatic started with RTB, it was really focused on Display and now we have all these other channels like Digital OOH, TV, Video, and Audio..

At the beginningThe inventory available via global ad exchanges was labeled remnant and considered to be low quality. The formats available were limited to standard formats and most of them couldnt accept rich media content. The channels available were limited to desktop and sometimes mobile. But with the rise of programmatic, more publishers are making their inventory available, and it's now possible to buy all types of inventory through programmatic.

3

Back to the futureVideo

2015Display

2016Mobile

AudioData

When we launched Ipadex in 2015 we quickly realized that offering only display inventory would not be enough and our biggest fear was to cannibalize our direct sales with programmatic sales. But fortunnately we have succeeded in doing more revenue from our programmatic offer without any cannibalization of our direct sales. It was on top revenuesOur second biggest fear was loosing our IP Values, but we succeeded in keeping the quality of our service with the TD and even the quality of our inventory.

For 2016 we decided to be proactive and upgrade our offer.Indeed, our inventory now includes Video, Mobile, Data and Audio.We added four new solutions to our initial offer in the space of just one year.

4

Let me now explain our new offers for this year.5

IPadex Video

Lets start with the video : There is clearly a huge demand for programmatic video inventory and we had to be able to meet this demand.We decided to work with SpotXBut the problem we are dealing with is an inventory scarcity. Indeed you see, our inventory is usually completely sold via our direct sales team.So in order to solve this big issue we are currently planning a future network expansion with our global group.

When is programmatic Actually Programmatic TV as you can understand is a bright new topic we are actively working on.

6

IPadex Mobile

Today more than 60% of our audience is visiting our websites on mobile devices. Thats a reality and a big challenge for IP. The big question is : How to make profit of all that audience ? We have decided to work with several partners to maximize the revenue (OMPs & PMPs)But a question remains : Who thinks in this room that advertisers are ready for mobile ? (from my own experience when asking for mobile campaigns, I often hear that advertisers are not mobile ready.

7

IPadex Audio

Recently, within our Radio department we had a network expansion with Deezer (a pure digital audio player) and in that sense we had to change our technology.

To keep it simple adswizz is our new fullstack partner in adserving and programmatic audio.This solution provides us an SSP called AudioMax to manage our audio inventory and will put it available through an audio exchange attached to few DSPs. Adswizz are long into the audio business with a deep industry expertise.

(It opens up a new field of data, which is emotional data. Based on a playlist, you can say what emotion that person is in right now.It may be the same message with different colour youre happy, angry, sad.That changes the varieties on how you advertise.)

We are ready with audio but maybe the first to offer premium programmatic audio.

8

IPadex Data

Back when we launched Ipadex in 2015 we realized that a lot of Deal ID demands needed data. At that time, we were not able to provide this to our clients. At first, we wanted to acquire a DMP, but this solution turned out to be a little bit too expensive and a bit too long to set up.Instead, we decided to work with NuggAd, which offers quite the same services and actually was a better fit for us.

How did we do? :

First, we collected and actually still are collecting the data through online forms on our websites. This technique is coupled with a predictive algorythm created by Nuggad.This enables us now to offer targeted deal IDs.

4. Our plan for the future would be to incorporate this data into our video, mobile and audio programmatic sales.

9

Our 360Strategy

YOUR TARGET

audiodisplayvideomobile

So this is our 360 Strategy and Today IPadex offers audio, display, video, mobile to reach your target.

The next challenge for us here will be to speak the same language as our clients. I mean CTR, CPM, eCPM are becoming obsolete for programmatic and advertisers dont care about it. They are more interested in CPV, Engagement Rate, bounce Rate, viewability, listenability.

And from opinion this is certain that this 360 Strategy will be the way to go in the future.10

As for IPB, Ipadex is the programmatic transformation of how we sell and will sell our different media in the future and this by constant innovation

11

Q&A

Any questions ?12

Thank you

Merouane Saadi Digital Trading Manager

msaadi@ipb.be

13