Captive Media's remarkable innovative interactive media system offers a powerful means for brands to cut through to hard-to-reach young male consumers - while they are out socialising, retail-minded, and, in many cases, about to make purchase decisions. Moreover - the unique, and controversial, interactivity, ensures word of mouth scores which are off the chart!

1. 1
MARKETING
TO 18-35 MEN
IN THE REAL WORLD

2. 2
2
• Millennials, ‘Gen Y’
• Consume less TV, radio, print
• filtering, skipping, ignoring 600 ads a
day1)
• “continuous, partial attention”
• expecting “something in return”
• Top 2 influencers of decisions :
• Word-of-mouth
• Point of sale
(up to 70% of decisions)
Millennial men
…. harder than ever to reach
Sources 1) Media Matters 2) UC Berkeley & eBay

3. 3
“Captive Media”
… cutting through in social setting of UK bars
• Close proximity
• Video ads
• Can’t be ignored
• Engaging
• Seen by every male
• Close to point-of-
sale
CAPTIVE
MINUTE
• More reach than Men’s
Health, GQ & FHM
combined
• 70-90% brand recall
• +30-100% rate-of-sale

4. 4
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

5. 5
How is that possible
… in a busy, cluttered environment?

6. 6
On ONE place
…. commands their undivided attention http://vimeo.com/117017332
Click image to run video

7. 7
Results - brand recall
Putting MiniCabster App ahead of Addison Lee
Not seen
Seen

8. 8
Pre-Trial Weekly
Average
438 units
Trial Weekly Average
641 units
Post-Trial Weekly
Average
505 units
WeeklyUnit
Sales
Date (w/e)
7-Week Trial Period
5
Source: Venue’s EPOS data
- 21%
Results – sales impact
Driving Corona sales up 47%
+ 47%
Before During After

9. 9
Results - other top brands
… in UK and US

10. 10
Reach 500,000 UK consumers / month (measured)
… with every impact logged
• 18-35 audience - ABC1, 100% male
• Close proximity screens
• 4 x 10 second ad slots
• Entertaining content to catch the eye
& no distraction
• Upscale, town centre bars
• Ability to target audience by
geography or demographics
• Every impact recorded & time-
stamped

11. 11
TIGERTIGER Manchester
BRASSPIG Bristol
THE SHED Lincoln
WATERFRONTKCL
London
Reach Students

12. 12
JAKS BAR Isleof Man
GIGALUM Clapham
Shooters Leeds
Reach Sports-fans
ZOO BAR LeicesterSq

13. 13
Screen Networks on Open Loop
UK network synchs to Grand Visual’s
Open Loop network.
Screens added to campaign at touch of
a button
Capabilities incl. live updates, weather-
triggered content, live Twitter feed etc.
Agencies using Open Loop
Use dynamic content
… with Grand Visual Open Loop compliance

14. 14
Make a splash
… a gift for the press
http://youtu.be/tyoTxrRTm1I
“The best of British ingenuity”
Click image to run video

15. 15
Gordon MacSween
Founder
― Divisional Director e2v
― Cambridge and INSEAD
Work with one of UK’s hottest start-ups
… Top 10 in 2014 and 2015
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

16. 16
In summary
… seven advantages of Captive Media
Huge Dwell Time – 90 secs
Truly captive audience
Talkable – 90% tell friends
Flexible - display live odds, change by weather!
Accountable – logs every interaction
Targeted – 100% men, 18-35
Targeted reach –500,000 views / month

17. 17
5
Oh, and one other thing ...
… it also plays interactive games https://youtu.be/1rvLTOLzrSM

18. 18
• 4 x 10-sec video ads
- mixed with entertaining content
• Branded Game
- 50 seconds total dwell time
- can be :
• existing game re-branded
• fully bespoke for brand
Player
detected
Video Ads
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
Branded
Games
Branded
Welcome
Screen
Game with
Brand
Icons
Branded
Game Over /
Leaderboard
Screens
Second
s
Ad Slot
#3
RSS Feed
PTV
Content
Live RSS
Feed
2
2
Here’s how
… loop content for video ads & branded games
1
1
1
1
1
Call to
Action

19. 19
Captive Media Ltd
Surprising. Shocking.
Amazing.
www.captive-media.co.uk
twitter.com/Captive_Media
youtube.com/user/captivevideos

20. 20
• 18-35 audience - men & women
• 42 inch screens, wall-mounted
• 6 x 10 sec ad slots
• National pub chains including:
• Walkabout, Yates, Enterprise,
Belushi’s, Greene King and Mitchells
& Butlers
• Ability to target audience by
geography or demographics
• Audience figures based on total
footfall
Increase reach to 6m consumers / month
…. via additional, ambient media