Seit Freitagabend steht der Börsenprospekt der Ströer AG der Öffentlichkeit zur Verfügung. Nach dem Studium der insgesamt 463 Seiten ist es Zeit, erste Erkenntnisse zusammen zu fassen.
- Die wichtigste Information für die Digital Signage Branche ist der geplante Start des Ströer Outdoor Channel. Das Digitale Poster Netzwerk basiert auf freistehenden „non-audio“ Displays die einfach oder beidseitig mit LCDs ausgestattet werden.
Laut Börsenprospekt ist der Roll Out für das vierte Quartal 2010 geplant. Finanziert wird der Launch des Outdoor Channel durch Anteile des mit dem Börsengang am 15. Juli 2010 neu zur Verfügung stehenden Kapitals. „Nach erfolgreicher Platzierung planen wir die Beauftragung der Outdoor Channel Units.“
Ströer schielt auf den großen Kuchen der TV-Media Budgets, die nun in Zukunft teilweise im Outdoor Channel landen sollen.
Original-Auszug aus dem Börsenprospekt der Ströer AG:
Outdoor Channel is our project to establish a nationwide network of advertising units with moving digital images. Outdoor Channel advertising units are freestanding with non-audio video screens available on one or both sides of the units. We currently plan to commence installation of Outdoor Channel screens in the fourth quarter of 2010.
Following completion of the Offering, we intend to enter into contracts for the manufacturing of Outdoor Channel units. Outdoor Channel is expected to provide advertisers with a more efficient and less costly alternative to in-home television advertising due to the product’s planned nationwide coverage and the short time-to-market required for placing advertising. We expect Outdoor Channel to take money out of television advertising budgets as it will enable advertisers to have a national reach while attracting more affluent audiences which are typically difficult to reach with television advertising.´
In der für Börsenprospekten typischen Detailtiefe finden sich einige sehr interessante Informationen über das Digital Signage Geschäft des Kölner Außenwerbers sowie der Münchner Ströer Infoscreen Tochter. Im abgelaufenen Geschäftsjahr 2009 konnte Infoscreen ein Jahresüberschuss von 4,3 Mio EUR erzielen. Infoscreen gilt als der erfolgreichste deutsche Digital Signage Netzwerkbetreiber, was nun auch öffentlich nachzulesen ist.
Lesenswert sind die allgemeinen Out of Home Markteinschätzungen ab Seite 107ff. Insbesondere der im Vergleich zu anderen europäischen Märkte geringe Marktanteil der Außenwerbung am Gesamtwerbemarkt.
Das Wachstum der Ströer AG in Deutschland soll laut eigenem Marktausblick für 2010 maßgeblich durch die Ströer Infoscreen erfolgen. Auch sonst sieht man in Köln viel Potential und Aufholbedarf für den deutschen Markt
After the heavily recessive developments in 2008 and 2009, the economies in the countries relevant to Ströer Group look set for recovery in 2010. However, the economic outlooks in Stro¨er Group’s core markets vary. While Global Insight expects a nominal GDP growth of 13.0% for Turkey and 10.3% for Poland, 2.7% is expected for Germany.
In Germany especially, long-term economic growth is not yet expected, particularly since domestic growth factors are not yet fully developed. In addition, the extent to which the public debt crisis in the European monetary union may affect the scale of the overall envisaged economic recovery is unclear.
Nonetheless, we expect the media industry to be one of the first to profit from an economic upturn, not least because of the fact that the decline in the media industry was much greater last year than the change in GDP. First signs of improved market momentum were already apparent in the last quarter of 2009 and continued through the´first quarter of 2010 as seen by recent NIELSEN market research data on the German gross advertising media market (+8.3% growth year-on-year).We believe these positive trends shall continue in Germany and also develop in the Company’s other countries served, particularly in Turkey where the media market seems to recover more rapidly.
In Germany, the Company’s primary strategic aim is to increase the share of out-of-home advertising in overall spending in the media sector. The share of net advertising expenditure in 2009 held by out-of-home media in Germany only amounts to 4.2% while the western European average, represented by the revenue-weighted average of France, Switzerland, Belgium and the United Kingdom, is around 9.3%. Although it was possible to close the gap further in the prior fiscal year, additional sales and advertising concepts are necessary to gradually align the share more closely to the aforementioned European average. This development is supported by the structural advantages of out-of-home media over other traditional in-home media such as TV, radio and print.
These advantages are:
• Content-heavy media are very heavily exposed to the digitalization trend because a growing amount of content (especially news, music and videos) is communicated over the internet and is thus losing considerable reach.
• A growing fragmentation of advertising channels (TV, pay TV, print media) is splintering the overall effect of the advertising and does not provide a basis on which to extend the customer reach, even at acceptable prices.
• The convergence of traditional media towards web content means that the “attention grabbing” element usually associated with large TV and print images is diminishing.
• As a result of an ever-increasing level of mobility, which is also being supported by the mobile internet, attractive target consumers are, from an advertising-revenue perspective, spending more and more of their time out of home.
While the trends mentioned earlier represent negative effects for traditional media, they improve the competitiveness of out-of-home advertising. In future, we expect out-of-home advertising to further expand its reach due to the increasing number of mobile consumers.
Following the completion of the consolidation of the German market, the sales focus is on increasing market penetration at the level of significant national and regional accounts. To this end, the SMD division will introduce a number of measures to optimize processes and systems which will result in the improved utilization of existing advertising media.
At the same time, the Company plans to extend its network of advertising media by gradually replacing traditional posters with modern, premium advertising media (glazed, backlit, multiposter). At the same time, the related increase in customer benefits should also allow higher prices to be agreed. Furthermore, the Company aims to further capitalize on the advantages of digitalization and significantly expand the national portfolio of digital screens via its subsidiary, Ströer Infoscreen GmbH.