Captive Media's unique consumer engagement engine

1. 1
MARKETING
TO 18-30’S
IN THE REAL WORLD

2. 2
• Millennials, ‘Gen Y’
• aged 18 – 34
• hard to engage
• exposed to 600 ads a day1)
• filter them expertly
• consume less TV, less traditional media
• state of “continuous, partial attention”
• expect “something in return” from ads
• Key trends
• Response to paid search < 0.4%2
• Top 2 influencers of decisions :
• Word-of-mouth
• Point of sale
(up to 70% of decisions)
• Retention x4 with emotional response
Meet the generation who have switched off
…. traditional media
Sources 1) Media Matters 2) UC Berkeley & eBay

3. 4
Why it works
… via the reactions it creates
• 55 sec dwell time
• Close proximity
• No distractions
• Highly “talkable”
CAPTIVE
INTERACTIVE
MINUTE
• Emotional response
 70+% brand recall
 Strong brand advocacy

4. 5
Adaptable to each brand
… with many creative options
Captive
Interactive
Minute
Simple Branded games
Engagement
Quiz Games:
Gamification
Discovery
Creation Games:
Social
Media
Voting Games:
Data Capture
Vouchering :

5. 6
Uniquely effective in the evenings
… like no other media
Source: IPA Touchpoints 4 2012
Effectiveness of Out of Home Media
(Print, Outdoor, Internet, Hrs/day)
Captive
Media

6. 7
Loop Structure
… 4 opportunities http://youtu.be/n4JdweIrvVo
Player detected
Ambient Loop
Ad Slot #1
5
10
15
20
25
30
35
40
45
50
55
60
65
70
75
80
85
90
PTV Content
Ad Slot #2
PTV Content
Ad Slot #4
PTV Content
Interactive
Session
Branded
Welcome
Screen
Game with
Brand Icons
Branded
Game Over /
Leaderboard
Screens
Prime Slot
Seconds
Ad Slot #3
RSS Feed
PTV Content
Live RSS
Feed
2
4
3
1

7. 8
6.7
33.3
40 40
0
10
20
30
40
50
60
70
80
90
100
Minicabster Addison Lee Hailo None
%ofResponses
22.2
25.9 25.9
59.3
0
10
20
30
40
50
60
70
80
90
100
None Addison Lee Minicabster Hailo
%ofResponses
Response
Results – ambient loop
Putting MiniCabster App ahead of Addison Lee
Not seen
Seen
Coming
this weekend …

8. 9
200
300
400
500
600
700
800
04-Jun 11-Jun 18-Jun 25-Jun 02-Jul 09-Jul 16-Jul 23-Jul 30-Jul 06-Aug 13-Aug 20-Aug 27-Aug 03-Sep 10-Sep 17-Sep 24-Sep
Corona
Pre-Trial Weekly Average
438 units
Trial Weekly Average
641 units
Post-Trial Weekly Average
505 units
WeeklyUnitSales
Date (w/e)
7-Week Trial Period
5
Source: Venue’s EPOS data
- 21%
Results – ambient loop
Driving Corona sales up 47%
+ 47%
Before During After

9. 11
Client - Brand Category Assets Goals Results
Diageo
Captain Morgan
Drinks Bespoke game +
Video Ad in loop
Awareness &
rate-of-sale
88% unprompted awareness
+30% rate-of-sale (vs. control)
Huge brand advocacy
MatchPint App Branded game Downloads &
redemptions
Downloads + 169%
Redemptions +113%
MiniCabster App Video Ad in loop Awareness Awareness greater than
establishd rival Addison Lee
DrinkAware Public
Health
Branded game Awareness of key
messages
Awareness + 42%
Anthony Nolan Charity Video Ad after
(unbranded) game
PR Published in Brand Republic,
Guardian, Life Hacker, Wall Blog
& The Times
Halewood – Lamb’s Drinks Bespoke game Awareness &
rate-of-sale
80% unprompted awareness
+73% rate-of-sale
Telus Telecoms Branded game +
Video Ad in loop
Awareness & PR Won Canadian Marketing Award
Heineken – Corona Drinks Video Ad in loop Rate-of-sale +47% rate-of-sale
32 Red Betting Branded game +
Video Ad in loop
Awareness 74% unprompted recall
Successful Case Studies
… based on product type & campaign goals

10. 12
Growing reach
… 100 -> 200 screens in 2015
… creating audience “packs”
• Over 8m customer interactions p.a
• AB1 males
• Socialising at lunch or evening
• 9/10 will mention to colleagues

11. 13
150 screens in 70 venues
TIGERTIGER Manchester
BRASSPIG Bristol
THE SHED Lincoln
WATERFRONTKCL London
Reaching Students

12. 14
140 screens in 60 venues
JAKS BAR Isleof Man
THE ALBION Kingston
Tiger Tiger Glasgow
Reaching Sports-fans
TIGER TIGER Portsmouth

13. 15
Only one kind of splash
… a gift for the press http://youtu.be/tyoTxrRTm1I
“The best of British ingenuity”
Click image to run video

14. 16
Gordon MacSween
Founder
― Divisional Director e2v
― Cambridge and INSEAD
A serious-minded team
… turning fun into effective for advertisers
Mark Melford
Founder
― Principal at Booz&Co
― Cambridge and INSEAD
Mike Segrue
Board Advisor
― Kinetic Founder
Founders 64%
Key Advisors
Clive Consterdine
Board Advisor
― Ex MD of Walkabout
& Jongleurs
Investor Directors
Peter Cowley
Investor NED
― UKBAA Angel investor
of the year 2014
― Cambridge Angel
Michael Ullmann
Investor NED
― Serial angel investor
― Insead Professor
James Borrett
CTO
― Cambridge
― 20 years in software
Adam Shoefield
Board Advisor
― Director of Smithfield
Agency
Peter Jackson
Board Advisor- Drinks :
― Former UK MD of Fosters,
Treasury Wines

15. 17
Summary
…Seven advantages of Captive Media
Huge Dwell Time – 90 secs
Captive – Truly captive audience
Talkable – 90% tell friends
Flexible - display live odds, change by weather!
Accountable –logs every interaction
Targeted – 100% men, 18-30
Targeted reach – 0.5m / month

16. 18
Captive Media Ltd
Surprising. Shocking. Amazing.
www.captive-media.co.uk
twitter.com/Captive_Media
youtube.com/user/captivevideos