HAKUHODO DY INCORPORATED : Presentation Material for 1H of FY2018

Consolidated Financial Highlights

1H of Fiscal Year Ending March 31, 2019 (1H of FY 2018)

2018.11.12

Cautionary statement concerning forward-looking statements, Note concerning audits

This presentation includes forward-looking statements concerning forecasts of operating results, business plans and policies, management strategies, goals, plans, numbers involving the future, views and evaluations of facts, and other items associated with Hakuhodo DY Holdings and its group companies. These and other statements that are not historical facts represent forecasts, expectations, assumptions, plans, views, evaluations and other positions of management based on information available when this presentation was prepared.

To prepare figures used for forecasts and predictions, confirmed facts from past activities have been combined with certain assumptions that are essential to formulating forecasts and predictions. Due to the nature of these facts and assumptions, there is no guarantee of their accuracy from an objective viewpoint or any guarantee that future events will occur as presented in these forward-looking statements.

The following is a list of some, but not all, risks and uncertainties that may prevent these facts and assumptions from being accurate from an objective viewpoint or from becoming a reality in the future.

• (1) Risks associated with the advertising industry in general (changes in the advertising industry climate due to fluctuations in the economy, changes in business practices and other events)

• (2) Risks associated with revisions of laws and regulations

• (3) Risks associated with advertisers and media companies (the need to respond accurately to shifts in needs of customers and other entities the company does business with)

• (4) Risks associated with competition (competition with other advertising agencies, companies newly entering the industry and others)

• (5) Risks associated with the expansion of business domains resulting from structural changes in markets

• (6) Risks associated with conducting business on a global scale

• (7) Risks associated with lawsuits and similar actions

Billings by industry, billings by service area, and highlights of operating results at major subsidiaries were not audited by the Company's independent auditor.

November 12, 2018

Consolidated Financial Highlights 1H of FY2018

1

Consolidated Financial Highlights for 1H of FY 2018

Operating income of ¥33.5 billion due in part to the sale of operational investment securities

The figures in parentheses below represent amount and percentage increases/decreases that exclude the impact from the sale of Mercari, Inc.'s shares (hereinafter, "impact from Mercari"). Please see slide 5 for details.

◎ Billings: ¥663.3 billion, up 8.6% year on year (up 6.5%)

・Billings increased year on year due to such factors as domestic growth thanks to our strength in providing integrated marketing solutions, the sale of operational investment securities, and the incorporation of profits from companies acquired via such means as overseas M&A.

》By industry of clients

：Billings increased in Restaurant/Services, Finance/Insurance, and Beverages/Cigarettes/Luxury foods ：Billings decreased in Automobiles/Related products, Publishing, and Games/Sporting goods/Hobby supplies

》By service area：Billings were down in "Mass media services subtotal" due to a decline that followed the absence of the strong performance of Television, which occurred in the same period of the previous fiscal year. ：Billings increased for "Other than mass media services subtotal" due to significant growth in Internet media and the strong performance of Marketing / Promotion and Creative.

◎ Revenue: ¥155.2 billion, up 26.4%, or ¥32.3 billion, year on year (up 15.9%, or ¥19.5 billion)

◎ Gross margin: 23.4%, up 3.3 points year

・Excluding the impact from Mercari, which positively impacted gross margin by 1.5 points, gross margin stood at 21.9%. ・Revenue growth in our overseas businesses, which comprise a high percentage of fee businesses, helped boost gross margin by around 1.2 points.

◎ SG&A expenses: ¥121.7 billion, up 18.1%, or ¥18.6 billion, year on year (up 17.9% or ¥18.4 billion)

・Excluding the impact from Mercari, the increase in SG&A expenses exceeded growth in revenue due to such factors as strategic investments to promote the medium-term business plan and the increase in amortization of goodwill related to

M&A.

◎ Operating income: ¥33.5 billion, up 69.4%, or ¥13.7 billion (up 5.5%, or ¥1.0 billion)

・Excluding the impact from Mercari, operating income rose ¥1.0 billion, as the increase in revenue offset the rise in SG&A expenses.

• ◎ Operating income before amortization of goodwill: ¥36.3 billion, up 68.0%, or ¥14.7 billion , year on year(up 9.5%, or ¥2.0 billion)

• ◎ Incremental effect of M&A (approximate): Revenue: +¥14.6billion; SG&A expenses (including amortization of goodwill): +¥13.3billion; Operating income: +¥1.2 billion

• ◎ Net income: ¥27.2 billion, up 127.9%, or 15.2 billion year on year

・Net income increased significantly due to the recording of extraordinary income resulting from the gain on the abolishment of retirement benefit plans of ¥3.5 billion, which occurred following the transition of corporate pension schemes from a defined benefit plan to a defined contribution plan, and the gain on the redemption of retirement benefit trust assets of ¥16.2 billion at major consolidated subsidiaries.

November 12, 2018

Consolidated Financial Highlights 1H of FY2018

3

(Millions of yen)

1Q of				2Q of				1H of
FY2017	FY2018	YoY comparisons		FY2017	FY2018	YoY comparisons		FY2017	FY2018	YoY comparisons
		Change	(%)			Change	(%)			Change	(%)
Billings	301,164	323,870	22,706	7.5%	309,780	339,504	29,724	9.6%	610,945	663,375	52,430	8.6%
Revenue	58,458	79,158	20,699	35.4%	64,418	76,104	11,685	18.1%	122,877	155,262	32,384	26.4%
(Gross margin)	(19.4%)	(24.4%)	(+5.0%)	0.0%	(20.8%)	(22.4%)	(+1.6%)	7.8%	(20.1%)	(23.4%)	(+3.3%)	16.4%
SG&A expenses	50,638	59,223	8,584	17.0%	52,451	62,525	10,074	19.2%	103,089	121,748	18,659	18.1%
Operating income	7,820	19,935	12,115	154.9%	11,967	13,578	1,610	13.5%	19,788	33,514	13,725	69.4%
(Operating margin)	(13.4%)	(25.2%)	(+11.8%)	0.0%	(18.6%)	(17.8%)	(-0.7%)	-4.0%	(16.1%)	(21.6%)	(+5.5%)	34.0%
Non-operating items	1,025	1,582	556	0.0%	214	380	166	77.7%	1,239	1,962	723	58.3%
Ordinary income	8,846	21,517	12,671	143.2%	12,182	13,959	1,777	14.6%	21,028	35,476	14,448	68.7%
Extraordinary items	(31)	3,458	3,490	0.0%	89	15,178	15,088	#####	58	18,636	18,578	#####
Income before income taxes and minority interests	8,814	24,976	16,161	183.4%	12,271	29,137	16,865	137.4%	21,086	54,113	33,027	156.6%
Net income	4,418	9,837	5,418	122.6%	7,529	17,389	9,859	131.0%	11,948	27,226	15,278	127.9%

Amortization of goodwill	849	1,165	315	37.2%	975	1,638	662	68.0%	1,824	2,803	978	53.6%
Operating Income before Amortization of goodwill	8,670	21,101	12,430	143.4%	12,943	15,216	2,273	17.6%	21,613	36,317	14,704	68.0%
Operating margin before Amortization of goodwill	14.8%	26.7%	(+11.8%)	0.0%	20.1%	20.0%	(-0.1%)	0.0%	17.6%	23.4%	(+5.8%)	0.0%

(Operating margin = Operating income / Revenue)

Dividend per share

0

0

(yen)

0

0

(yen)

13.0

14.0

(yen)

Note: (1) Amortization of goodwill refers to the amortization of goodwill and other intangible assets arising from corporate acquisitions.

• (2) Operating income before amortization of goodwill refers to operating income that has been calculated excluding the amortization of goodwill and other intangible assets arising from corporate acquisitions.

• (3) Net income refers to profit attributable to owners of parent.

November 12, 2018

Consolidated Financial Highlights 1H of FY2018

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