investor briefing on domain group sydney, 31 march … · 31-03-2015 · among property portals...
TRANSCRIPT
Fairfax Media Limited | A.B.N. 15 008 663 161 | 1 Darling Island Road, Pyrmont, NSW, 2009 | www.fairfaxmedia.com.au
INVESTOR BRIEFING ON DOMAIN GROUP
SYDNEY, 31 March 2015: Fairfax Media Limited [ASX:FXJ] Chief Executive Officer Greg Hywood is hosting an investor briefing focused on the Domain Group from 2:30pm–5:00pm (AEDT) today. The briefing is being held due to increasing interest in the Domain business and a high level of investor requests to meet with management. The briefing features presentations from Domain CEO Antony Catalano and his senior management team to provide an update to the market on the progress of Domain as a leading real estate, media and services business. The briefing will be live webcast and available for replay afterwards at: http://webcasting.brrmedia.com/broadcast/136154 Presentation slides are attached. The presentation contains updated FY15 H2 revenue trends for the Domain Group for the period of 1 January 2015 to 22 March 2015 (versus same period in the prior year):
56% increase in Domain Group revenue for continuing operations, including the effect of consolidating the MMP acquisition;
34% increase in digital revenue for continuing operations; and
26% increase in Domain.com.au revenue.
– ENDS –
Contact:
Brad Hatch Director of Communications
+61 2 9282 2168
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Acquisition
Investment
$150m+
Digital Revenue
Growth
+77%
Agent Subscriber
Growth
+33%
Mobile App
Downloads
+97%
Employee
Numbers
+216%
Total
Audience
4 million
2
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2.30pm Welcome Greg Hywood
Group Overview & Agent Ownership Model Antony Catalano
Agents & Listings Tony Blamey
Product Development Damon Pezaro
Short Break
3.45pm Content & Audience Melina Cruickshank
Media & Developers Simon Kent
Commercial Real Estate Paul Kitchin
Q&A Greg Hywood
5.00pm Close
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Greg Hywood Chief Executive and
Managing Director,
Fairfax Media
Antony Catalano Chief Executive Officer,
Domain Group
Tony Blamey Chief Commercial Officer,
Domain Group
Melina Cruickshank Group Director,
Content & Audience
Domain Group
Damon Pezaro Chief Product Officer,
Domain Group
Simon Kent Group Director, Domain Media
Domain Group
Paul Kitchin General Manager,
Commercial Real Estate
Domain Group
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Group Overview
// Antony Catalano, CEO, Domain Group
& Agent Ownership Model
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Significant progress in the past year
▪ Substantial investment – more than 100 new people hired
▪ Strengthened management team
▪ Established dedicated operational and support functions
▪ Integration of Property Data Solutions (PDS)
▪ Acquired Allhomes
▪ Purchased remaining 50% of MMP Holdings
▪ 20% increase in agent subscribers, to more than 10,000
▪ 15% increase in listings
▪ 32% increase in mobile app downloads, to 3.5 million
▪ 32% increase in average daily UBs
Note: Agents, listings and mobile app downloads data is March 2015 versus March 2014. Growth in average daily UBs for February 2015 versus prior year, from Nielsen Online Market Intelligence.
Operational
Investment
Key Business
Drivers
Corporate
Development
▪ Progressing national roll-out, now in final stages Agent Ownership
Model
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Strong earnings trajectory, with further upside through
national expansion
Domain Group Financials ($m) FY13 H1 EBITDA of $23.7m. FY15 H1 EBITDA of
$40.2m (excluding one-off costs of $2.4m)
Majority of revenue comes from Sydney, Melbourne
and Canberra – significant upside in other cities and all
regional areas
Allhomes and MMP acquisitions to have full-year
impact in FY16
Domain Group FY15 H2 trading to 22 March 2015
(versus same period in the prior year):
• 56% increase in Group revenue for continuing operations,
including the effect of the MMP acquisition
• 34% increase in digital revenue for continuing operations
• 26% increase in Domain.com.au revenue
Note: Reported financials, including the effect of acquisitions. FY13 H1 has been restated to include Commercial Real Estate digital, Commercial Real Estate print commission and Regional (digital).
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Domain Group is a real estate media and services
business
Digital & Print Media Property Data CRM
Truly multiplatform media business
Strong and trusted brands
Broad market reach with quality audience
High-growth digital businesses
Trusted data source
Increasing breadth &
depth of data
Data increasingly
important to the consumer
offering
Clear market leader (three
times the size of its nearest
competitor)
Strategically valuable asset
– point of data entry for
thousands of agents For
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Our purpose and values
is the real estate network
that connects people and property,
empowering them with the most trusted source of information and tools
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Our priorities
Build platform to
compete nationally
Differentiate and
monetise
Disrupt the market
Grow new revenues
Acquire all agents and listings
Differentiate our consumer and agent experience
Grow audience & leads
Roll out the agent ownership model nationally
Grow Media & Developers revenues
Transform our Commercial Real Estate business For
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Metro Media Publishing agent ownership model
April 2010: MMP founded with four leading real estate groups
in Melbourne
• Weekly Review – glossy lifestyle magazine with local content and
real estate advertising (9 titles now published)
July 2012: merger with Fairfax Community Newspapers in
Victoria (FCN Vic) to create 50:50 JV
November 2012: digital agent ownership model launched
through Review Property
January 2015: Fairfax acquired remaining 50% of MMP
• Foundation agent shareholders retain economic interests
in magazine subsidiary businesses and Review Property
• Review Property now owned 50% by Domain Group and 50% by
~400 Victorian real estate agencies
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MMP earnings have scaled significantly
MMP Revenue ($m)
MMP EBITDA ($m)
MMP profitable from day one due to disruptive business model
and commitment of founding agents
Merger with FCN Vic in FY13 H1. Stepchange in earnings
once synergies realised
Merger with the Star News Group in western Melbourne in
FY14 H2
Recent revenue growth driven by Review Property – around
25% of FY15 earnings expected to come from digital
Note: Reported financials, including the effect of acquisitions. MMP earnings consolidated from 22 January 2015.
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National roll-out of digital agent ownership model
pioneered by Review Property
Domain Group retains 100% ownership of the existing
Domain.com.au business
New State-based entities owned 50% by Domain
Group and 50% by participating agencies
Shares allocated to agencies over 3 years, based on
their relative spend on Premium Plus listings
Expressions of interest by more than 2,200 agencies
Current status:
• NSW, QLD, SA, VIC and WA live
• NT goes live 1 July
• Market consultation in the ACT and TAS
Domain Group
NSW ACT
NT QLD
Review
Property (VIC)
TAS
SA
WA
50%
Ownership Structure
of new State Co’s
Agents
50%
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Economics of the agent ownership model
Premium Plus
revenues
(with allocated costs)
New State Co’s
Agents Domain
Subscriptions and
other depth product
revenues
50%
50% 50%
100% 50%
▪ The agent ownership model relates only
to the Premium Plus depth product
▪ Domain effectively retains 75% of
Premium Plus revenues
▪ All other existing Domain revenues
unaffected
▪ State Co’s allocated costs on a share of
revenue basis - no dilution of Domain
margin
▪ In Melbourne the agent ownership model
has grown the market and allowed
Domain to take revenue market share
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▪ Deepens our partnership with real
estate agents
▪ Accelerates revenue growth in
depth listings, providing additional
funds for investment in product
development and marketing
▪ Makes Domain the logical industry
partner
▪ Increased competition
among property portals
▪ Product innovation
resulting from
collaboration between
Domain and the real
estate industry
Property vendors
Agent ownership model brings benefits to all stakeholders
Agents
▪ Greater input into development
of consumer and agent products
▪ Protects their business by reducing
the threat of a monopoly provider
▪ Identical Premium Plus rates
for all agencies in the same area
▪ Allows agents to share in the
value they create in the real
estate marketing process
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Agents & Listings
// Tony Blamey, Chief Commercial Officer, Domain Group
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Investment in sales has grown agent subscribers
to more than 10,000
Accelerated growth driven by:
• Investment in additional sales resources nationally
• Exited reseller agreement in QLD and other markets,
with improved performance from direct sales
Agent subscribers up 20% in March 2015, to
92% market penetration
• Full market penetration in the ACT, NSW and TAS
• Small number of agents to acquire in NT, SA and WA
• Main gaps in regional QLD and regional VIC,
with sales campaigns underway
Note: for the ACT this is Allhomes subscribers
Domain.com.au subscribers
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Total listings (sales and rentals, thousands)
Expanded subscriber base provides more listings
Total listings up 15% year-on-year in March 2015
Listings strategically important
• Key to consumer experience
• Support growth of consumer audience and
increase search engine optimisation opportunities
• More listings increase opportunity for upsell
to depth products
Note: for the ACT this is Allhomes listings
Source: Domain.com.au, Allhomes, APM PriceFinder
Agent growth provides strategically important
listings growth
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Domain’s depth product hierarchy encourages
upsell to premium listings
Depth product portfolio services wide range of
customer needs
Premium Plus, Domain’s flagship listing product,
recently redesigned
• High impact hero images on desktop
• Optimised for mobile devices
Depth products priced to value using a zoned
approach based on geography, e.g.
• NSW from $200 to $1,400 on Premium Plus
• VIC from $200 to $1,250 on Premium Plus
Top Spot
Premium Plus
Elite Priority Placement
Standard Priority Placement
Elite Subscription
Standard Subscription For
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8x Victoria
4x NSW
Leads per listing Premium Plus + eBrochure vs
Standard and Elite listing
Top Spot
Premium
Plus
Elite Priority
Placement
Standard Priority
Placement
Elite Subscription
Standard Subscription
Source: Domain Database. Data refers to all residential properties listed in those States on domain.com.au for auction and private sale. Listings have an advertising start date in 2014 and end
date not ongoing as at 31/12/14.
5x National
Premium Plus provides five times more leads per listing F
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Depth products underpinning revenue growth
46% increase in depth product revenues
• Growth in agents leading to increased depth sales
• Agent ownership model encourages greater uptake of
depth products – Premium Plus revenue up 90% year-
on-year in Victoria, versus 55% nationally
• Significant growth from regional areas
Sustainable dual pricing model – subscriptions and
depth products
• Subscriptions reduce volatility and allow for bundling of
other products and services
• 9% increase in subscription revenues due to growth
in customer base and upsell to Elite packages
• 68:32 split between depth and subscriber revenue
Domain.com.au monthly revenues ($)
Note: Split between depth and subscriber revenue for FY15 to end February 2015. Growth rates for FY15 to end February 2015
versus prior year.
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Allhomes acquisition provided market leadership
in the ACT
Allhomes the clear market leader in the ACT
• Reaches 100% of ACT buyers
• Nine out of 10 buyers in the ACT first see the
property they buy on Allhomes
• Canberra Times print section rebranded to Allhomes
Dual brand strategy implemented
• Allhomes & Domain sold as a combined digital listing
bundle in the ACT
• Reciprocal listings between Allhomes and Domain
expands market reach
Opportunities for revenue growth
• Residential depth products
• Media & Developers
• Commercial
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Print remains a valuable part of the marketing mix
Print has a key role alongside digital
• Combined print & digital campaigns have a
greater likelihood of sale, sell faster and achieve
higher sale prices than digital only
• Print reinforces marketing activities and
promotes agent brand
• Community newspapers more resilient,
particularly under agent ownership model
Ongoing scope for innovation with print
• Pop-up print products in new markets
to promote the Domain brand
• Ongoing efficiencies in production and
distribution
Source: Research by CoreLogic Media Maximiser January 2015, based on 850,000 properties listed for sale over last two years to November 2014.
Property Sale Success Rate by Campaign Type (%)
Sydney Melbourne Brisbane Adelaide Perth
Uplift in sale
price achieved 5.1% 3.1% 5.8% 5.7% 8.7%
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Product Development
// Damon Pezaro, Chief Product Officer, Domain Group
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Investment in
Core Product
Further Development of
Leading Mobile Apps
Leveraging Data in
New Products
Investing to transform Domain’s
digital products
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▪ Substantial investment in Product & Technology capabilities
and core products
▪ Creation of best-in-class user experience across all platforms
▪ Relentless focus on product innovation and bringing new
releases to market as quickly as possible
3 Product updates
daily
Investment in core product
Investment in
Core Product
Further
Development
of Leading
Mobile Apps
Leveraging
Data in New
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▪ Continued investment and development of mobile apps
▪ Strongly positioned to capitalise on migration of audiences to
native apps
▪ Leadership position through superior user experience and
first-to-market innovation
#1 rated apps with
25,000+ reviews
Further development of leading mobile apps
Investment in
Core Product
Further
Development
of Leading
Mobile Apps
Leveraging
Data in New
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▪ Focus on differentiation of consumer experience
▪ Leveraging the data assets across Domain Group as part
of our consumer offering
▪ Strengthening Domain’s position in the market and
accelerating audience growth
Leveraging data in new products
Investment in
Core Product
Further
Development
of Leading
Mobile Apps
Leveraging
Data in New
Products
Major new
launch
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Old homepage F
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New homepage F
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Old shortlist F
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New shortlist
1,210,792 properties shortlisted across mobile and tablet products in February 2015
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▪ Constant innovation with mobile technology to meet
consumer needs
▪ Push notifications to iOS and Android platforms for property
alerts, price and status changes
▪ Domain first to market
Evolving into a high-value service across mobile platforms
Another
Australian
1st
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Improved registration and personalisation for consumers
40% growth in membership registrations in the past year
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School catchment zones – an Australian first
50% of iPhone users and 33% of Android users
already engage with school data since launch in December 2014
Another
Australian
1st
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New depth product portfolio launched in January 2015
▪ Optimised to provide greater
differentiation across desktop and
mobile platforms
▪ In-page carousel for quicker
access to photos
▪ Driving greater consumer
engagement and leads
Larger hero images to
capture consumers’
attention
Improved agency and
agent branding
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Enhanced property profiles
Another
Australian
1st
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Personalised and branded agent profiles
▪ Pre-populated profile with
agent information
▪ Includes current listings and
past sales
▪ Offers scope to add customer
testimonials, agent biography,
video profile and social media links
▪ More than 42,000 active profiles
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Targeting more buyers with new Premium eBrochures
▪ Targets potential buyers actively seeking
property in the selected area
▪ Optimised for mobile, improving the user
experience and driving more enquiries
▪ Strong branding to promote agency
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Old developers product F
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New developers product
4x more projects
listed per month
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New mobile site
▪ Visits up 65% year-on-year in February
2015
▪ Enquiries up 126% from mobile site year-
on-year
Source: Visits and enquiries data from Google Analytics
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Apps constantly improved to remain best-in-class
▪ Highest rated iOS app for property
category
▪ New iPad and iPhone app to be launched
next month to strengthen our mobile
leadership position
▪ Completely redeveloped Android App
▪ More than 85 releases to the app over the past
year
▪ Highest rated property app with 4+ star rating For
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▪ Finger-search
▪ Push-notifications
▪ Geo-location services
• Property alerts
• Travel times and nearby places
▪ Integration with wearable technology
• Android Wear
• Apple Watch App to be released next month
▪ App Indexing by Google
• Allows Google to Index Domain’s Android App property
pages just as it does for a website
▪ School Data
Leading the way with app innovation F
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90% of active users launch the
Domain app more than 4x
per week
~20% of active users use the app
continuously every week
for a period of 12 weeks
7 visits per user per week
for the iPhone app
8 visits per user per week
for the Android app
3.5 million app downloads
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Incredibly loyal and engaged audience on mobile apps F
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Announcing the launch of Domain HomePriceGuide
▪ Quickly search 13 million+ properties in
Australia for:
• Estimated property value
• Full property history (past sales & listing history)
• Similar surrounding properties
▪ Introduce “Claim my Home”
• Monitor your home’s value over time
• Connect with a local agent
• Update your data to improve accuracy of property
valuation
• Track surrounding sales and listings For
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Empowering consumers with quality data and insights
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▪ We have a deep understanding of our customers
and the market
▪ Two very clear trends emerging:
• Transparency: “The Democratisation of Data”
• Immediacy: Consumers expect access to information
when and where needed and for free
▪ This offering will supercharge Australia’s best
property app through the integration of APM
PriceFinder data into Domain
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Content
& Audience // Melina Cruickshank, Group Director, Content & Audience,
Domain Group
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Growing quality audience is fundamental to our strategy
▪ Provides more value to agents and
developers listing on our site
▪ Drives listings revenue growth
▪ Creates scope to monetise consumers
through media & lead generation services
▪ Offers greater insight into consumer
needs to support product development
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Content & Audience vision
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Reinvigorate the Domain brand
Transform the Domain newsroom
Feed national ongoing demand for
property and lifestyle content
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Our journalism differentiates Domain in the marketplace
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▪ Independent journalism combined with broad
and deep relationships with agents and industry
experts
▪ Fulfilling consumer demand by providing market
insights and leading debate in the market
▪ Tapping into the large-scale Fairfax audiences
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Domain reaches 4 million people each month
Source: emmaTM conducted by Ipsos MediaCT for the 12 months ending November 2014, people 14+ only.
2.7m total net Digital Audience
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1.9m in Print
Note: Total audience of 4 million is unique people across all platforms each month.
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Two strong value propositions to grow audience
Journalism
Mobile
Tapping into the global trend for mobile
consumption as a utility and allowing
instant access to audiences at scale
Digital-first professional newsroom
with the most connected property
journalists in Australia
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Mobile is changing audience behaviour, interaction
models and the way content is discovered
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Domain reaches a large and growing digital audience
Domain average daily Unique Browsers (‘000)
▪ Average daily UBs of 383k in February
2015, up 32% year on year
Source: Nielsen Online Market Intelligence (Home & Fashion suite). Unique browsers for desktop and mobile site only (excludes mobile apps)
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Mobile app downloads have reached 3.5 million
Mobile app downloads (m)
Note: Total app downloads for Domain, Allhomes and Review Property combined.
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Marketing activities focused on
acquiring new mobile app users
3.5m mobile app downloads at end
March, up 32% year on year
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Source: Average monthly visits for domain.com.au, allhomes.com.au and commercialrealestate.com.au combined. Data for Main Sites from Nielsen Online Market Intelligence Home &
Fashion Suite (including international traffic to sites). Mobile Sites and Apps visits combined. Mobile Sites data from Nielsen Online Market Intelligence Domestic Report Suite (September
2013 to February 2014) and Home and Fashion Suite (September 2014 to February 2015). Mobile Apps data from Google Analytics ( including international traffic to Apps)
Average monthly site visits by platform (m)
▪ Visits to mobile sites and apps in the six
months to February 2015 up 42% versus
prior year
▪ Mobile now accounts for 55% of visits
▪ Mobile app users start more sessions,
have higher engagement and make more
enquiries than the average for our total
digital audience
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New strategy is driving growth in visits across mobile
and desktop
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63% of leads came via mobile in February 2015
Proportion of leads delivered via mobile (%)
Mobile is connecting
consumers and agents
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New initiatives to grow
audience further in 2015
We are investing further to grow
Domain’s audience through:
Social media
Advertising and sponsorship
Brand promotion linked to agent
ownership model roll-out
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Reaching a new generation via social and video F
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Engaging the sharing generation to grow global reach F
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Video is key to our proposition to consumers and agents F
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Meeting overseas demand
Video about an overseas buyer who purchased a Hawthorn property
in Melbourne via Skype was viewed more than 36,000 times
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Brand marketing via outdoor F
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Official Property Partner for ‘The Block’ F
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Expanding our brand footprint to support the agent
ownership model rollout in South Australia…
Major Sponsor of The Adelaide Crows
▪ Multi-year platinum sponsorship
▪ 70,000 Crows members in Adelaide
▪ 600,000 followers
▪ New CEO, coach and captain for 2015
▪ Significant hospitality arrangement for
Domain to host agents
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…and Domain Stadium in Western Australia
Western Australia – Naming Rights
Sponsorship Domain Stadium
▪ 45,000 capacity
▪ Complete rebrand of signage
throughout stadium
▪ Stadium also hosts concerts
and events
▪ Significant hospitality
arrangement for Domain
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Media
// Simon Kent, Group Director, Domain Media, Domain Group
& Developers
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Overview of Domain Media & Developers
Note: Growth figures are year-on-year revenue growth for FY15 to end February 2015. Media includes lead generation services booked through agencies. Developers is digital revenues only
+23% YoY revenue growth
+83% YoY revenue growth
+81% YoY revenue growth
Media
Advertising solutions for media
agencies and brands
Lead Generation
Providing high quality leads
to home loan providers
Developers
Advertising solutions for builders,
developers and project marketers
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Setting the platform for further growth
Established dedicated sales function within Domain
Invested in agency team and digital specialists
Improved inventory management to deliver strong
yield growth
Core focus areas
Finance sector contributes the majority of
advertising revenues as a result of continued
investment in relationships
New opportunities in other property-related
categories (e.g. home improvement, telecoms)
NAB content partnership Westpac Neighbourhoods
partnership
Commonwealth Bank Mortgage Calculator
+23% YoY revenue growth
Growth
Note: Growth figure is year-on-year revenue growth for FY15 to end February 2015. Media includes lead generation services booked through agencies
Investing to capitalise on significant opportunity in Media F
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Premium Projects driving Developers digital
revenue growth
Premium Projects Setting the platform for further growth
Investment in sales team nationally
New Premium Projects product underpinning
digital growth
Realising opportunities in a growing market
200,000 residential dwellings approved in
2014, driven by investor demand
Increasing international buyer activities as well
as a shift in investor activity towards high-rise
lifestyle developments
+83% YoY revenue growth
Growth
Note: Growth figure is year-on-year revenue growth for FY15 to end February 2015. Developers is digital revenues only
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Lead generation offering in home loans expanding into
new services
Current lead generation offering
Setting the platform for further growth
Existing partnerships provide material lead
generation revenues in home loans
Growing revenues through more qualified leads
Realising opportunities in an untapped market
Significant room for growth in finance category
Expanding our lead generation offering to other
services e.g. utilities, telecoms and insurance
+81% YoY revenue growth
Growth
• “Can I afford
this property?”
– question on
Property
Details Page to
create
conversion
funnel
• Finance partner
forms displayed
on share of voice
rotation
• User nominates
requirements &
timeframe for
purchase
• Leads delivered
to finance
partner who
seeks to convert
into new home
loans
• Cost per lead
model for
Domain
Audience Targeting
Qualification
Delivery
Note: Growth figure is for year-on-year revenue growth for FY15 to end February 2015
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Commercial
// Paul Kitchin, General Manager, Commercial Real Estate
Real Estate
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Digital Advertising Print Advertising Digital Display Advertising
A complete multi-platform offering under one brand F
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77 77 77
Market shifting to digital with print remaining an
important part of the marketing mix
The commercial real estate advertising market is worth around $100m and is relatively stable
Digital represents more than
50% of the market
Print remains an effective
medium for brand building
and lead generation
Commercial real estate industry
Example key players Market segments
Large diversified property groups
International brands with
national office representation
National commercial brands
State based commercial brands
Franchise or independent agency,
primary focus is residential
GPT, Dexus Property Group,
Grocon, Stockland
CBRE, Colliers International,
Jones Lang LaSalle, Knight Frank,
Savills
Burgess Rawson, Chesterton's,
LJ Hooker Commercial,
Ray White Commercial
Brock (SA), Deans Property (NSW),
Fitzroy’s (VIC),
Wright Property(QLD)
Barry Plant, Harcourt's,
Hocking Stuart, LJ Hooker,
Ray White
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Significant investment in new desktop site
• New homepage and auction centre
• Responsive layout with improved search
• Integration with CommercialGuru, Singapore-
based commercial site
New iPhone app
• Traditional and map based search,
unique to the market
• 4.5 stars and more than 100 new downloads per
day
Significant investment in product driving digital growth
Digital revenue up 32% YoY in FY15
to end February 2015 For
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79 79 79
Focus on growing audience and driving
revenue opportunities
Harnessing our internal networks and partnerships to drive listings and traffic growth
Promoting content to grow audience engagement
• Leveraging strong reputation in editorial content
• Providing comprehensive content including news, advice,
research and data
• Search and content working together to maximise
audience growth
Continue existing momentum in traffic growth and enquiries
• Average daily UBs up 27% in 2014
• Email enquiries up 21% in 2014
Note: Average daily UBs from Nielsen Online Market Intelligence
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Advertising campaign to grow awareness of new website
and iPhone app…
Three key messages in market:
Advertising opportunities
Start searching today
Download our iPhone app
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…and online across Fairfax network of digital mastheads F
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82 82
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Summary information
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background nature and does not purport to be complete. It should be read in conjunction with Fairfax Media Limited other periodic and continuous disclosure announcements
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