28. December 2020 | 10:22 CET
ProSiebenSat.1, AdTiger, Ströer - Watch out: there's real money to be made here
We encounter advertising every day. According to media agency Zenithmedia, the global advertising market will grow to USD 620 billion by 2022. The current year will be the first year of decline since the 2009 financial crisis. In recent years, the trend toward online advertising has gradually strengthened, while other significant submarkets continue to be TV and outdoor advertising. How do companies and specialized service providers manage to reach customers most effectively and earn money with them? We'll tell you.
time to read: 2 minutes by Carsten Mainitz
PROSIEBENSAT.1 MEDIA SE - is major shareholder buying more?
ProSiebenSat.1's business activities encompass far more than the two stations reflected in the Company name. The Munich-based Company is one of the most diversified media corporations in Europe. With 15 free and pay-TV stations and a reach of 45 million households in Germany, Austria and Switzerland, the television business continues to shape the Group's structure and profitability.
With its global video channel network Studio71, ProSiebenSat.1 operates over 1,400 channels and records over 9.9 billion video views per month. The Group combined all its commerce activities in the NuCom Group. Here, 10 companies with strong brands such as Jochen Schweizer, Elite Partner and Verivox are now united and benefit more effectively from the Group's enormous reach strength.
In mid-December, ProSiebenSat.1 reported excellent advertising revenues in November and a good performance in the current month. In addition, emerging speculation that the major shareholder Mediaset could further increase its stake in the Munich-based Company gave it wings. The share is moderately valued with a 2021 P/E ratio of 11.
ADTIGER CORPORATIONS LTD - innovative, profitable, undervalued
AdTiger is a Chinese online advertising platform. The Company specializes in Chinese advertisers that operate globally and manages its clients' advertising internationally. Its excellent networking with social media platforms and apps is impressive. The network that AdTiger can draw on and from which advertisers benefit includes Facebook, Snapchat, Google, Twitter, Yahoo and TikTok.
To optimize ad slots and ad times and gain maximum ad reach, AdTiger uses its proprietary AdTensor software. The Big Data solution uses artificial intelligence techniques to respond in real-time to customer usage patterns. The Company intends to expand this forward-looking area further.
With its strategic focus and innovative solutions, AdTiger is ideally positioned for further strong growth. The Company operates profitably and has no debt. With a market capitalization of around EUR 80 million, the Company is undervalued given its potential.
STRÖER SE & CO KGAA - strong market position in out-of-market investments, share too expensive
Ströer offers customers complete solutions along the entire marketing and sales value chain. The Company is a leading German outdoor advertising provider ("Out of Home" - OOH). With its "OOH plus" strategy, the Cologne-based Company combines its strong market position in the OOH business with content and direct media.
The MDAX-listed Group markets around 300,000 outdoor advertising spaces. In addition to traditional billboard media, these include in particular advertising spaces in train stations, for which Ströer has exclusive marketing rights. The Group markets and operates several thousand websites and reaches more than 50 million unique users per month in online advertising. As part of its digital publishing activities, the Group operates t-online, one of Germany's highest-reach networks.
The figures published in November reflect significantly weaker revenues in outdoor advertising, but with a strong recovery in Q3. With almost EUR 1 billion in consolidated revenues in the first nine months of the current fiscal year, a decline of 12% had to be recorded. At first glance, the operating picture was also positive, with an EBITDA margin of 31% (previous year: 34%). But below the line, consolidated net profit slumped from EUR 66 million to EUR 4 million. With a stock market valuation of EUR 4.5 billion, the Company is currently quite expensive. Even if we assume that the advertising market will rise in the long term and that the Cologne-based Company can take a leaf out of the book, investors will find more exciting and lucrative investments on the stock market.