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Confidential
Mporium
Moment Driven Marketing
- The Power of WHEN -
Confidential
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Key Points
Revolutionary proprietary marketing technology that enables the missing dimension of digital marketing – “WHEN”Built for scale, integrated with leading platforms and self-serve
Vast TAM exceeds $130bn and expected to grow 23% between 2017 and 2021 (1)
Marketing technology adoption is accelerating due to increased competition and regulation, combined with margin compression, the dominance of mobile and the shift to measurable performance
Mporium are the market leader in moment marketing: driving marketing performance by leveraging events that change consumer intentFocus on performance marketing – enabling rapid scale and cash generation, with the transformational Allay deal acting as a catalyst for growth
(1) Total Addressable Market (TAM) – Source eMarketer 2017
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The Four Dimensions of Advertising
WHO
Target the right Audience
WHAT
Using the right Message
WHEN
At the rightTime
WHERE
On the rightChannel(s)
Consumers are overwhelmed with advertising: making relevance and timing critical
The right message, on the right channel, for the right audience, at the right time
4 Confidential
Route to Market
Agency
Mporium’s business has been built via agency
relationships, particularly with agency networks:
➢ Strong Operational leverage: large pool of media
spend, via some of the largest global brands
➢ Agency adoption has long lead time and is often
campaign driven (stop / start)
➢ Revenue model: typically percentage of spend
under management or license fee – no
performance component
MporiumX
A new performance-led division, MporiumX was
announced in November:
➢ Deploy Mporium’s proprietary IMPACT technology to
drive campaigns on a performance basis
➢ Provides shortened new business and revenue
generation lead times
➢ Access extensive performance-led budgets, globally
➢ Revenue model: revenue is performance-linked –
generating significant potential upside
Sports Rights Holder Sports Rights Holder
Sports App Developer Sports Rights HolderCar Finance
£
5 Confidential
2020 (e)2017
The Media Spend Opportunity
Scaling Potential
• Global digital media spend is expected to reach
USD 335bn in 2020, up from USD 230bn in 2017 –
driven by the growth in mobile
• IMPACT is advertising venue agnostic, with
connectivity to Google, Facebook and Amazon
addressing more than 60% of Total Addressable
Market (TAM)
• Campaigns have been executed across more
than 160 countries and territories, based out of
London, UK
• Achieving global scale will require relatively
minor investment, as the technology already
operates globally
• IMPACT – objective is to become ubiquitous in
the Marketing Tech stack as the leader in event-
driven marketing, specifically on mobile
Global Digital Media Spend
8
53
134
13
77
247
6
25
96
5
28
88
14
78
230
18
105
335
0
50
100
150
200
250
300
350
UK US Global UK US Global
USD
bn
Mobile Desktop
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Mporium IMPACT
The Power of WHEN
▪ IMPACT is a proprietary software platform that radically improves digital campaign
performance. This is achieved by leveraging real world signals that affect consumer interest,
optimizing in real-time the pricing, timing and selection of advertising creative
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The IMPACT Platform
IMPACT identifies important Signals in real-time, makes informed data-driven Decisions, and executes the relevant Actions that capitalize on the identified opportunities
Google Ads
Machine Learning
Applications
Ch
an
ne
l Ac
tion
s
Marketing
Platform
Marketing
3rd Party API
Decisions ActionsSignals
Amazon
Advertising
TV
Sig
na
l So
urc
es
Weather
News
Financial
3rd Party API
Sports
Influencers
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The IMPACT Platform: Results
Autos
Optimisation of new electric
car launch into a highly
competitive market, with
continuous media chatter,
both positive and negative.
Built both brand and product
awareness.
Mobile Network Sports Subscriptions
+204% CVR
Mobile phone launches spark
fierce competition between
network providers. Achieving
cut through in the optimal
moments, monetises the
increased consumer interest
during launch events.
+110% CVR
Specific events within sports
drive valuable changes in
consumer sentiment. The use
of contextually relevant
messaging, has a dramatic
effect on the scale and cost
of customer acquisition.
– 48% CPA
9 Confidential
The Consumer Regulation Opportunity
Strategic Partnership
• Self-funding Entry into Performance Marketing for the
UK Consumer Services Market
• Allay is the perfect partner for Mporium to scale and grow
its performance marketing division: MporiumX
• Standardised compensation is growing driven by a raft of
legislation including PSD2, CPC and GDPR (1)
• Consumer redress is expected to grow dramatically, Allay
is ideally positioned as a consumer champion
• Allay has also developed valuable relationships and
technology that alleviate the corporate regulatory burden
• Mporium IMPACT provides the mechanism to reach high-value consumers at the moments of greatest intent
• Mporium enables Allay to enhance customer acquisition
and increase customer monetisation through cross-sell
(1) PSD2: The Revised Payment Services DirectiveCPC: The Consumer Protection Cooperation RegulationGDPR: The General Data Protection Regulation
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The Consumer Regulation Opportunity: UK Market
27m
Total number ofUK Households
2.3
Average number of people,
per UK Household
£430bn
Total annualUK Services
expenditure (1)
£7,000
Average annual UK Services
expenditure,per person
At least £100bn addressable UK Consumer Services Market with growing prescriptive regulation and high value lead generation
£
(1) Excluding Rental Income
11 Confidential
The Consumer Regulation Opportunity
Strategic Partnership – Transaction Overview
• Mporium appointed exclusive supplier of consumer
lead generation
• The partnership has already delivered significant
revenues
• Gross profit effect is expected to deliver positive
EBITDA contribution during 2019
• Mporium has granted Allay 25% of the enlarged share
capital (~£10.5m), rising to a maximum of 29.9%
subject to performance
• The deal represents a strategic partnership that
enables Mporium and Allay to drive significant
profitability from the growth of Consumer Regulation
2%
2%
3%
20%
5%10%
5%
28%
5%
13%
7%
Clothing Utilities HouseholdHealth Transport CommsRecreation Education Restaurant & HotelsInsurance Financial
TAM: £430bn UK Consumer Services Market (2)
(2) Excludes Rental Income(1) PSD2: The Revised Payment Services DirectiveCPC: The Consumer Protection Cooperation RegulationGDPR: The General Data Protection Regulation
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▪ Source online leads across Search,
Social and Display channels
▪ Fixed revenue per lead
▪ Margin dependant on performance
▪ Process claims on behalf of consumers
▪ Generate revenue through success fee
▪ Efficient and automated processing
Customer
Acquisition
Consumer Regulation Monetisation
Proprietary
Processing &
BPO (1)
Loyalty
Loop
Lead
Gen
Payment Protection Insurance
Packaged Bank Accounts
Delayed Flight
Delayed Transport
Payday Loans
Timeshare
Mortgage & Conveyancing
Personal Injury & Care
Utilities
Insurance
Telecoms
Holidays
Overview of the Lead Generation Opportunities
Processing
(1) Business Process Outsourcing (BPO)
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Overview of the Major Functions
Know
Customer
Acquisition &
Monetisation
Like
Consumer Regulation Monetisation
Trust
Awareness
Interest
Evaluation
Action
Processing
Proprietary&
BPO
Post Purchase
Experience Processing
Loyalty
Loop
• High-value lead generation is a
complex process – moving the
consumer from Know, to Like, to
Trust, to Acquisition
• Generic traffic results in excessive
costs due to high bounce rates
• High conversion rates require highly
contextual and relevant messaging
• Mporium activates WHEN consumer
intent is highest – perfect timing!
• More customers, with higher
retention and greater monetisation
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Consumer Regulation Monetisation
IMPACT and Lead Generation
▪ Allay provides instant scale for performance data applicable across multiple verticals and sectors
▪ More transactions means more data, which powers
machine learning and feeds the intelligent IMPACT
algorithms which yields better results
▪ Generating higher value leads, improved retention
and monetization
▪ IMPACT leverages underlying audience data but
does not store personal data, and is therefore
uniquely GDPR compliant
▪ Without IMPACT, brands omit mass audiences
(volume) that have heightened levels of interest or
intent (voracity) – this voracity is frequently fleeting
(velocity), so it is critical to execute in real-time
▪ Without IMPACT, brands are ignoring the importance
of moments: the power of WHEN
Activations without IMPACT
Signals Decisions Actions
Machine Learning
Past PerformancePast Decisions Behavioural
15 Confidential
Financials and Outlook
Short Term Outlook
• Immediate and full revenue effect – Allay currently spends “low single digit” million pounds per month
on client acquisition and lead generation
• Does not require any material increase in Mporium’s Operating Expenses (£5.7m in 2017)
• Gross profit effect is expected to drive Mporium to deliver positive EBITDA contribution during 2019
• Strong commercial momentum in the Agency business, marketing technology adoption is accelerating
• Additional opportunities with Media Owners: Broadcasters and Digital Out Of Home
• Significant growth from lead generation within the Consumer Regulation sector
• Further growth anticipated through adjacent and new performance verticals
Medium Term Outlook
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Summary
Massive opportunity in the Consumer Regulation sector
Lead generation – a sweet spot for IMPACT
Instant scale with extremely valuable behavioural data
Significant revenues and gross margin potential
Allay – the perfect performance marketing partner for Mporium
Confidential
Confidential
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Thank You
Nelius De Groot, CEO
Håvard Nilsson, IR
Confidential
