Ströer Out-of-Home Media AG
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Ströer Out-of-Home Media AG
Ströer Konzernzentrale, Köln
An overview of Ströer
Ströer Out-of-Home Media AG specialises in all forms In addition to this we have a strong market position in
of outdoor advertising – from the traditional poster andgrowth markets that were undeveloped until now. With
advertising on public transport shelters and vehicles over 41,000 advertising spaces in more than 31 towns
to digital media. We market over 280,000 advertising we have the biggest market share in Turkey based on net
spaces and, according to our sales figures, are one of sales. In Poland, Ströer markets approx. 20,800 advertis
the world‘s leading providers. ing spaces in the country’s 16 largest towns and we
believe that with the takeover of News Outdoor Poland
In our key markets – Germany, Turkey and Poland – we we will become the number 1 provider. With blowUP
provide our customers with large networks for national media we run Europe’s largest network for giant posters.
advertising campaigns. With over 230,000 advertising We employ approx. 1,400 members of staff worldwide
spaces in the German outdoor advertising market, Ströer and have offices in over 60 locations.
has the biggest market share in over 600 towns based
on to net sales. The Ströer Group’s portfolio consists of a range of differ-
ent outdoor advertising products. In terms of advertising
media and street furniture, we value top quality, innova-
tion and design competence. Our products set standards
for the design of public space. Ströer Street Furniture has
already been awarded 26 international prizes including
the prestigious iF award from the International Design
Forum Hannover.
Ströer Facts & Figures
The Ströer Group…
• is No. 1 in Germany*
• is No. 1 in Turkey*
• will be No. 1 in Poland* once takeover of News Outdoor Poland is complete
• operates Europe’s largest network for giant posters* via blowUP media with branches in Germany,
Great Britain, Spain, Belgium and the Netherlands
• markets over 280,000 advertising spaces across Europe
• has over 60 European branches
• employs approx. 1,400 members of staff
• provides its customers with a range of different outdoor advertising products –
from classic posters to shelter and transport advertising to digital media.
• sets new standards in the design of public space and has already been awarded 26 international
prizes in the street furniture sector
• achieved a group turnover of €469.8 million (IFRS) in 2009
• achieved an operative EBITDA** of €100 million in 2009
*based on net sales
**Result before interest, taxes, amortisation and adjustments for exchange rate effects
The Wave, Berlin Central Station
Overview of Financial Ratios of the Ströer Group
in € millions
2008 2009
Group Turnover (IFRS) 493,4 469,8
Operative EBITDA* 100,0 100,0
Operative EBITDA* margin in % 20,3 21,3
*Result before interest, taxes, amortisation and adjustments for exchange rate effects
Organisation of the Ströer Group
Group Holding
Ströer Out-of-Home Media AG
European Giant Poster Business German Out-of-Home Media Business
Ströer Media Deutschland
blowUP media
Ströer Media Deutschland GmbH
Ströer Deutsche Städte Medien GmbH Ströer Infoscreen GmbH
blowUP media GmbH (75 %) Ströer DERG Media GmbH Kölner Außenwerbung GmbH (51 %)
International Business
Ströer International
Türkei Ströer Kentvizyon Reklam Pazarlama A.Ş.
Polen Ströer Polska Sp. z o. o.
City-Light Column, Hamburg
Management
Board of Management
Udo Müller Alfried Bührdel
Chairman Deputy Chairman
Dirk Wiedenmann
Board of Management
Udo Müller Alfried Bührdel
Founder and President Chief Financial Officer (CFO) and Executive Vice President
Ströer Out-of-Home Media AG Ströer Out-of-Home Media AG
Udo Müller was born in 1962 in Rüdesheim. At the age of 19, he Alfried Bührdel was born in 1962 in Bielefeld. Between 1981 and 1983
already managed his first publishing company. Following his medical he was an apprentice banker. He went on to study Business Economics
degree, he founded the advertising agency Lunenburg & Partner in at the Westfälischen Wilhelms University in Münster. After graduating
1985, which went on to become one of Berlin’s leading agencies. With in 1988 he joined the Internal Auditing Service of the Bertelsmann Group.
the foundation of Lunenburg & Partner Mediaservice GmbH in 1987, he Alfried Bührdel worked for Bertelsmann for over nine years working in
entered the field of out-of-home advertising. In 1990 he joined forces numerous locations including Gütersloh, New York, Vienna and Munich.
with Heinz W. Ströer to develop new markets for outdoor advertising He held various commercial positions in different companies belonging
with Ströer City Marketing GmbH. The first success was the acquisition to the group including Vice President and Head of Finance. In 1998 he
of extensive advertising rights in East Germany after the fall of the Ber- joined Ströer City Marketing GmbH in Cologne as CFO. Since then he has
lin Wall. After the company became Ströer Out-of-Home Media AG in also been employed as CFO for the entire group.
2002, Udo Müller advanced the growth of the company with the take
over of Deutsche Sädte Medien (2004) and Deutsche Eisenbahn Reklame
(2005). Over the following years, Udo Müller developed the Ströer Group
to become the largest company in Germany for outdoor advertising
and one of the leading international providers of out-of-home media.
Ströer Out-of-Home Media AG
Supervisory Board
Dr. Wolfgang Bornheim Prof. Dr. h. c. Dieter Stolte
Chairman Deputy Chairman
Dipl.-Kaufmann Member of the Board of Management
(Graduate of Business Economics) / of the Axel Springer Foundation
Tax advisor
Dieter Keller Martin Diederichs Dietmar P. Binkowska Dirk Ströer
Accountant and tax advisor Lawyer Chairman of the NRW BANK Entrepreneur
Board of Management
Dirk Wiedenmann
Member of the Board Ströer Out-of-Home Media AG /
Chairman of the Board Ströer Media Deutschland GmbH
Dirk Wiedenmann was born in 1964 and joined the Ströer Group in January
2009 as CEO of Ströer Media Deutschland GmbH. After completing his
studies in Agricultural Sciences he began his career in 1990 in Sales & Trade
Marketing at Mars/Effem. Between 2000 and 2008, he held several top
management positions with Initiative Media, a leading international media
network. He was the Head of Management Germany, Regional Director for
Austria, the Netherlands and Switzerland, as well as Executive Vice President
for Europe, the Middle East and Africa (EMEA). Most recently, he served
as Chief Operating Officer/President EMEA.
Mega-Light, Hamburg
Business model
Foundations of the proven Ströer Value Chain
1 2
Research and Development Securing first-class media locations
• Innovative products • Contracts with public authorities
• Technical improvements • Contracts with private land owners
• New design ranges and functions
– Constant investment in R&D activities – Established contact network
– Award winning, innovative designs – High level of competence in concluding
contracts with private land owners
– Cost saving through technological leadership
– Extensive experience and success in
– Production in China and Turkey under
securing locations on busy main roads
strict quality standards
City-Light poster, Hamburg3 4
Carrying out technical processes Sale & Marketing Activities
• Installation Collaboration with
• Maintenance • Media agencies
• Poster logistics • Advertisers (national/regional)
• Out-of-home specialists
– Targeted outsourcing of individual – Intense use of a network with an
work processes extensive range
– Integration and precise monitoring through – National coverage through strong sales
state-of-the-art IT with remote access organisations
– Lean logistics/stock management – Highly developed target group analyses
City-Light poster, FrankfurtProducts from the Ströer Group Out-of-home media provides advertising spaces outside As well as modern, large-scale advertising media our port- of people’s homes. Our advertising media, their locations folio also includes classic street furniture such as bus and booking options are as varied as the target groups. As and tram stop shelters, toilets, information pillars as well a town partner for many years, the Ströer Group develops as electronic city guides and bike rental systems. In public individual innovative communication solutions for public areas, our street furniture blends in with the urban environ areas – from classic posters to transport advertising to ment, creates a high utility value and contributes to the digital media. Our product portfolio covers almost the improvement of urban living conditions. entire mobility chain. City-Light poster, Wuppertal Bus and tram stop shelter, Frankfurt am Main Mega-Light, Ankara Billboard, Warschau Big Banner, Berlin Central Station Ceiling fresco, Cologne Central Station The Wave, Berlin Central Station City Guide, Cologne City-Light-Säule, Frankfurt am Main
Billboard, Düsseldorf WC-Tronic, Dresden Directional Media, Hamburg Big Banner, Frankfurt am Main Central Station Car park advertising, Kiel Culture Media, Stuttgart Clock tower, Frankfurt am Main Event Media, Frankfurt am Main Infoscreen, Munich Directional Media, Peine Bus advertising, Wuppertal Stair Poster, Frankfurt am Main S-Bahn Interior Branding, Berlin AdWalk, Düsseldorf Airport Outdoor Channel, Berlin Central Station
History
1990 1990 – 1996 1994
Ströer City Marketing GmbH is founded. Licences secured in the new Federal States. Takeover of 50% of Kölner Außenwerbung GmbH.
As equal partners, Heinz Ströer and Udo Müller found The company gains a large number of recently re- After the successful privatisation of Kölner Außenwer-
City Marketing GmbH and thus lay the foundation leased public licences in the new Federal States and bung GmbH, previously own by the local authority,
stone for the Ströer Group today. Their first project is builds a market presence on the German outdoor Ströer City Marketiing GmbH is, for the first time, able
the development of a convincing poster network on advertising market in the face of already well-estab- to obtain an important concessionary license in the
privately owned land as well as a product and service lished competitors. old Federal States.
offer for innovative town furnishing in the new Fed-
eral States.
1998 – 2000 1999 – 2002 2000
Successful introduction of Mega-Lights Takeover of Polish advertising agencies. Joint Venture in Turkey.
onto the market.
Our success on the Polish outdoor advertising market We bring our Turkish activities together under the
After completing intensive research and acquisition begins with the acquisition of seven Polish companies name Ströer Kentvizyon – our 50:50 joint venture
work we successfully bring the concept of the Mega- which are amalgamated into one Group. with Akademi Reklam.
Lights onto the market as a national product.
2004 2005 2010
Takeover of Infoscreen. Takeover of Deutschen Eisenbahn Reklame GmbH. Increase in the share of Ströer Kentvizyon.
With the takeover of Infoscreen Gesellschaft für Stadt With the takeover of Deutschen Eisenbahn Reklame We agree to increase our share in Ströer Kentvizyon
informationsanlagen GmbH (today known as Ströer GmbH (today known as Ströer DERG Media GmbH), from 50% to 90% and thus secure our position on the
Infoscreen GmbH) we expand our portfolio and our the company responsible for outdoor advertising for Turkish outdoor advertising market.
expertise in the electronic advertising media sector. Deutsche Bahn, we move into the field of transport
advertising.1997 1998
Expansion into the Giant Poster market. Strategic partnership in Turkey.
The acquisition of a majority in blowUP media marks Through a partnership with Mustafa Ilbak we expand
our successful expansion in the German market into the Turkish outdoor advertising market.
into the giant poster business. In the future we will
become an international provider of giant posters.
2002 2004
We become a public limited company. Takeover of DSM Deutsche Städte Medien GmbH.
Our companies are reorganised and bundled together Based on net sales, the takeover of DSM Deutsche
in the holding company Ströer Out-of-Home Media AG. Städte Medien GmbH makes us the biggest outdoor
advertising company on the German market.
Disclaimer
This brochure does not constitute an offer to sell securities in the USA, Canada, Australia, Japan or other
jurisdictions where an offer is subject to legal restrictions. The securities mentioned in this brochure may
only be sold or offered for sale in the USA with a previous registration under the regulations of the current
version of the US Securites Act 1933 (Securities Act) and only without a previous registration in exceptional
circumstances. Subject to certain exceptions according to the Securities Act, the securities mentioned in
this notice may not be sold or offered for sale in Australia, Canada or Japan or for or on account of residents
of those countries. No registration of the offer or the sale of the securities mentioned in this notice will take
place according to the legal requirements in Canada, Australia and Japan. No public offer of securities will
take place in the USA.
This brochure is for advertising purposes only and is not intended as a prospectus. Prospective investors should
2010 make their decisions regarding the securities mentioned in this notice exclusively on the basis of information
Acquisition of News Outdoor Poland sp. z o.o. found in one of company’s securities prospectuses connected to the offer of these securities. The prospectuses
are approved and published by the Federal Financial Supervisory Authority (BaFin). Once published, the
securities prospectus are available free of charge from Ströer Out-of-Home Media AG (Ströer Allee 1, 50999
On 15th June 2010 we conclude an agreement for the Cologne) or from our website www.stroeer.com.
takeover of all shares of News Outdoor Poland sp. z o.o. This brochure contains future-orientated statements that are based on estimations and assumptions made
News Outdoor Poland is a leading provider of large- with present knowledge by the management of Ströer Out-of-Home Media AG. Future-orientated state-
ments are subject to known and unknown risks, uncertainties and other factors that can lead to results,
scale posters and, according to our estimates, the profitability or value development of Ströer Out-of-Home Media AG deviating significantly to the results,
fourth largest outdoor advertiser in Poland. profitability or value development given in the future-orientated statements either clearly or implicitly.
In consideration of these risks, uncertainties and other factors, the recipient of this document should not
rely excessively on the future-oriented statements published here. Ströer Out-of-Home Media AG accepts
no responsibility for updating these sorts of future-orientated statements and to adjust them to meet future
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