Captive Media for Indoor Advertising
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Explanation of Captive Media concept, why venues are paying to have it installed and how it can generate far higher ad revenues than either paper-based, or conventional digital signage networks
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Captive Media for Indoor Advertising
- 1. 1 Investment Case CAPTIVE MEDIA A World First for Washrooms!
- 2. 3 Product & Technology • Contactless sensing technology. No moving parts, no buttons, wires and nothing in the bowl • Vandal proof. Engineered from toughened glass and acrylic-capped ABS (car bumper material) • Waterproof. IP65 rated and CE marked • Connected to internet. Allowing instant upload of new content • Plays any media at any time. Flash games, most video file formats on an HD screen • Patented in the UK. UK Patent no. GB2459869. Patents pending in USA, Japan • Retrofitable. No need to change bowl or plumbing. Fits almost any bowl or trough with Diageo / Coke et al
- 3. 4 All based around the customer experience … • 55 Seconds • 9 months • 3 billion mins/year CAPTIVE INTERACTIVE MINUTE
- 4. 5 Yes 44% Maybe 36% No 20% Retaining Customers On Site: 1 Q: Would you consider staying longer to play the game? Yes 39% Maybe 39% No 22% Loyalty / Repeat Business: 2 Q: Would you consider returning to the venue to play the game? 1 Source: 45 respondents from surveys conducted between July and October 2011 2 Source: 44 respondents from surveys conducted between July and October 2011 “Would definitely buy another round just to play” “Blokes are blokes, you wanna beat the next guy!” 6 Customers love it … and love talking about it – 87% tell a friend about their visit
- 5. 6 So it drives sales for venues • Drives sales via word-of-mouth • Drives sales via dwell time • Drives sales of promoted items • … and improves perceptions of washroom
- 6. 7 The Women’s Unit We interviewed women in our client venues for their reactions to the system: there was a clear demand for a female version Queuing for the cubicles in the Ladies’ is boring and awkward we learnt, so we designed content loops specifically for a women’s unit The units are non-interactive, but display loops of entertainment content such as Eye Candy, Fashion & Make-Up Tips, Assorted Cute, and Funny Videos (selected by the venue) The units are positioned beside the mirrors and hand-dryers What about the Ladies Partner screens
- 7. 8 1. The Loop Ads can shown within the 90- second loop, building awareness.. Entertaining clips retain guests attention throughout their visit. 2. The Game When a guest approaches, the screen switches to its game – which plays for as long as they last – and can itself be branded. 3. The Score Screen At the end of the game, scores & leaderboards are displayed, followed by a specific ad (see the Captive Media logo), which everyone will see … just before they return to the retail area 3 Ways to Advertise
- 8. 9 Of which even the simplest works … Tiger beer doubles sales 25% Tiger’s Sales Share at Venue Weekly Tiger unit sales as % of total weekly bottled beer unit sales 4.21 % 9.74 % 0 2 4 6 8 10 12 Source: Venue’s EPOS data 2011 2012
- 9. 10 We create interactivity & fun in lots of ways Captive Interactive Minute Simple Branded games Engagement Quiz Games: Gamification Discovery Creation Games: Social Media Voting Games: Data Capture Vouchering :
- 10. 11 Research, real time feedback, innovation • Real Time Preference Capture • Time for 3-8 questions per visit! Conjoint analysis?! • 12-200,000 inputs per venue per month • Daily impact data – measured – not estimated • EPOS impact analysis (labour intensive but possible) 5 Tiger Promotion Impacts Weekly video and still image impacts of Tiger promotion during opening hours Source: Captive Media, BroadSign digital content monitor feed Week 1 Total 4,153 Week 2 Total 21,461 Week 3 Total 20,587 Week 4 Total 21,267 Week 5 Total 21,829 Week 6 Total 21,407 Week 7 Total 21,945 ImpactsDuringOpeningHours 0 1000 2000 3000 4000 5000 6000 09-Jan 11-Jan 13-Jan 15-Jan 17-Jan 19-Jan 21-Jan 23-Jan 25-Jan 27-Jan 29-Jan 31-Jan 02-Feb 04-Feb 06-Feb 08-Feb 10-Feb 12-Feb 14-Feb 16-Feb 18-Feb 20-Feb 22-Feb 24-Feb 26-Feb Opening Hour Impacts - Static Opening Hour Impacts - Dynamic Opening Hours - Total Washroom Visits Period Total 132,648 0 10 20 30 40 50 60 70 80 90 100 Jan Wk 2 Jan Wk 3 Jan Wk 4 Feb Wk 1 Feb Wk 2 Feb Wk 3 Feb Wk 4 2011 Tiger Unit Sales 2012 Tiger Unit Sales 2012 average 56.3 2011 average 20.1 Tiger Beer Sales at Venue 2011 – 2012 Weekly unit sales Source: Exhibit EPOS data 7 WeeklyUnitSales 2012 units sold on offer (4 for £10)
- 11. 12 And from next month, games with vouchers • Editions of our games you can win! • Prizes – in form of vouchers – downloaded to user’s phone • Extra benefits to venue: • Loyalty – drive repeat visits • Capture customer i/d and data, in this case, email addresses • Generate Facebook LIkes
- 12. 13 13 Why does it work? Interruptive, Interactive and Captive… Long dwell time – 90 seconds in washroom. 55 seconds captive audience at the screen. Captive. Interruptive and engaging, almost impossible to avoid. No distractions. 12- 50,000 minute-long impacts per month in each washroom. (Non-interactive) screens also available for the Ladies Talkability – 90% of men tell friends Flexible. Each screen is networked, so ad copy can change by day or time of day Completely accountable – the system logs every game played, allowing reporting by timeslot and comparison with EPOS data
- 13. 14 200 300 400 500 600 700 800 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 Fall in Weekly Corona Unit Sales Weekly unit sales volumes of Corona and Peroni before, during, and after the trial period WeeklyUnitSales Date (w/e) 7-Week Trial Period 5 Source: Venue’s EPOS data - 21% Case Study B Corona overtakes Peroni during 6-week promo
- 14. 15 Source: Customer interviews at Exhibit bar over four nights in January, February 2012 Question: “Where would you look for information about the facts on alcohol?” Sample: 55 responses 45% 48% 30% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Never Seen Units Seen Units Unprompted Prompted Neither Total awareness of Drinkaware % of all respondents 25% 35% 41% 20% Case Study C Raising awareness for Drinkaware We created an interactive quiz game, where alternate questions concerned the facts about alcohol
- 15. 16 Bowl Manufacturers Direct International Resellers •Canada •Scandinavia •Russia •Australia Who is installing? Most effective in high-footfall, retail / fun environments Hotels Events Bars Restaurants Retail Malls Drinks Brands Exhibition CentresOffices Transport Sports Arenas New exhibition centre Transport pilot x 2
- 16. 17 Top 30 Spenders on Outdoor Advertising 2011 Note: Spend figures source: Hub Digital, OAA Brands who have used Washroom 2008-12 CompanyName Q1-3 2011 (Outdoor) Sector Washroom? BSKYB British Sky Broadcasting £26,677,189 Entertainment yes McDonald's £11,551,533 Food and Drink Kellogg's £10,652,987 Food and Drink yes GlaxoSmithKline GSK £9,590,979 Consumer Products yes The Coca-Cola Company £9,414,127 Food and Drink yes Yum Brands £9,022,373 Food and Drink Paramount Pictures UK £8,294,343 Entertainment Vodafone £7,408,240 Telecoms yes Anheuser-Busch InBev £7,311,639 Food and Drink yes National Westminster Bank (Natwest) £6,767,314 Financial Services yes 20th Century Fox £6,738,827 Entertainment yes Orange £6,395,514 Telecoms yes Unilever £6,346,256 Consumer Products yes Warner Bros £5,825,010 Entertainment yes Marks & Spencer (M&S) £5,785,692 Food and Drink yes Samsung Electronics (UK) Ltd £5,491,700 Consumer Technology yes Nestle £5,321,855 Food and Drink yes Universal Pictures (UK) Ltd £5,274,706 Entertainment O2 £4,982,151 Telecoms yes T-Mobile £4,828,487 Telecoms yes Hutchison 3G/H3G/Hi3G £4,533,907 Telecoms yes Microsoft £4,140,236 Consumer Technology yes Beiersdorf £4,055,304 Consumer Products yes Sony Pictures £3,975,554 Entertainment Premier Foods £3,853,518 Food and Drink Lloyds Banking Group plc £3,616,175 Financial Services COI £3,586,190 Government yes Entertainment Films £3,537,126 Entertainment Procter & Gamble (P&G) £3,396,787 Consumer Products yes Lions Gate Entertainment (UK) £3,383,652 Entertainment 2/3rd of the Top 30 Advertisers have used washroom advertising Who will advertise in a washroom?
- 17. 19 Pricing Reseller Offer – OOH Advertisers • Benefits of digital ― Reduced fulfilment costs ― Multiple advertisers per location ― Day-parting ― Detailed reporting of actual impacts ― Real-time, test-marketing solutions • Additional Captive Media benefits ― High margin, interactive options ― Genuine brand engagement ― High-impact content to retain eye contact throughout visit ― Vouchering & other options • Captive Media product ― Purpose-built for washrooms : aesthetic yet ruggedised ― Suitable for any urinal or trough – or wall-mounted in Ladies ― Managed network, with 24/7 monitoring & remote maintenance ― Next-day, on-site repair facility available ― Turn-key installation c. 45 mins per screen ― De-mountable
- 18. 21 Captive Media Ltd Surprising. Shocking. Amazing. www.captive-media.co.uk twitter.com/Captive_Media youtube.com/user/captivevideos 21
Editor's Notes
- But frst ,just to recap what you’ve seen- We make only the top part of this picture - Our technology makes it retrofittable without any change to the bowl or plumbing, so it can be installed quicklyOnce installed, it can play any game & any content, which allows us to keep men amused & engaged It can weave promotions into the playlist on any schedule, which creates the opportunity for advertisers
- I’ve been involved in developing and distributing products for over 20 yearsBut never on one that is built on these kind of reactionsWe take the minute guys normally stare at the walls and turn it into something that’s fun, interactive and memorableIt also taps into a competitive streakMM; cd add that it’s 55 secs etc
- So the product creates value for venues in all of the following waysAll of which we measured during 6 months of field trialling last yearMM: the notes below from the now deleted slide with the talkability pie on itAs an example, amongst the 300 people we interviewedThe most telling statistic is that over 90% tell their friends about itThat’s part of what makes this so appealing to advertisers
- But frst ,just to recap what you’ve seen- We make only the top part of this picture - Our technology makes it retrofittable without any change to the bowl or plumbing, so it can be installed quicklyOnce installed, it can play any game & any content, which allows us to keep men amused & engaged It can weave promotions into the playlist on any schedule, which creates the opportunity for advertisers
- Captive Media also uses one of the few remaining ways to command a man’s full attention for up to a minute!And what appears in front of him is not just interactive, it’s totally configurableFrom the game itself, to the ads & messages which appear before and after itWe can put different content in different venues, at different times, on different days of the weekAnd our 9 month study has shown that it’s highly effective both in raising awareness, and in driving sales … especially when it’s near the point of sale
- Captive Media also uses one of the few remaining ways to command a man’s full attention for up to a minute!And what appears in front of him is not just interactive, it’s totally configurableFrom the game itself, to the ads & messages which appear before and after itWe can put different content in different venues, at different times, on different days of the weekAnd our 9 month study has shown that it’s highly effective both in raising awareness, and in driving sales … especially when it’s near the point of sale
- So for those of you who are thinking “This is still crazy”, my first defence is to say that all these companies must be crazy too. These are, by and large, companies that have approached us since our launch 12 months ago, and are at various stages of Trying, Buying and Rolling Out the product in their estates. And there are also brands which have started to pay for advertising on the screens.So why on earth might respected brands invest in gaming technology at all? Well you guys have endless choices about where to spend money when it comes to games, entertainment and marketing - so I’m going to give you 4 factors to consider in making the right choices.
- Captive Media also uses one of the few remaining ways to command a man’s full attention for up to a minute!And what appears in front of him is not just interactive, it’s totally configurableFrom the game itself, to the ads & messages which appear before and after itWe can put different content in different venues, at different times, on different days of the weekAnd our 9 month study has shown that it’s highly effective both in raising awareness, and in driving sales … especially when it’s near the point of sale
- So for those of you who are thinking “This is still crazy”, my first defence is to say that all these companies must be crazy too. These are, by and large, companies that have approached us since our launch 12 months ago, and are at various stages of Trying, Buying and Rolling Out the product in their estates. And there are also brands which have started to pay for advertising on the screens.So why on earth might respected brands invest in gaming technology at all? Well you guys have endless choices about where to spend money when it comes to games, entertainment and marketing - so I’m going to give you 4 factors to consider in making the right choices.