A description of the unique, interactive opportunities Captive Media offers to brands

1. 1
Not another washroom media

2. 2
Meet the generation
… who have switched off to traditional media
Note 1) Source: Media Matters
• Consumers :
• out and about more, but
• harder to engage
• want to discover new experiences
• exposed to over 600 advertising
messages a day1
• filtering like never before

3. 3
• Captive audience – 55 seconds
• Interactive, so has a return path for advertisers
• Highly engaging
We are building a new media channel in licensed retail

4. 5
0 20 40 60 80
Intuitive
Hygienic
Newsworthy
Enjoyable
Agree
Disagree
% of total responses
Customers were asked whether they thought Captive
Media’s system was . . .
“Fun, pleasurable,
fulfilling!”
“Genius! Alan
Sugar would be
impressed”
“One of the best ideas
I’ve heard of, absolutely
genius”
“Funny, innovative,
clever idea”
Source: survey of 50 respondents, conducted between July to October 2011 2
“That is awesome!
That is like a man’s
dream”
Male consumers, 18-35, love it
“Took a photo
and showed my
mates!”

5. 6
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
Note. This is one of a number of test promotions conducted since July 2011.
For full details of this and other trials see www.captive-media.co.uk/case-studies
• Tiger Beer ran a promotion
on-screen in Jan/Feb 2012
• They used a number of
different creative
executions
• Tiger’s share of bottled
beer sales at the venue
more than doubled
• Average weekly sales
nearly tripled compared to
the same period last year
• Sales even topped the
peak Christmas period
Result: unprecedented cut through.
Example 1: Doubling a bottled beer’s sales
To view actual footage of this
particular promotion click here

6. 7
25%
35%
41%
20%
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%
Note. This is one of a number of test promotions conducted since July 2011. For full details of this and other trials
see www.captive-media.co.uk/case-studies
Example 2: 41% awareness boost for Drinkaware
We created an interactive quiz game, where alternate
questions concerned the facts about alcohol

7. 8
Current and Forthcoming campaigns…

8. 9
London roll out underway now.
30 top bars in the city and west end. Launch: June 2014
Examples:

9. 10
Hip bar and pool venue in
the heart of Clerkenwell
drawing a sports and
music-interested crowd
Relaxed bar right at the heart
of Tech City in Shoreditch. Full
of entrepreneurs. Table tennis
and games theme.
Slightly older smarter bar,
though with strong
comedy theme: some
major comics play here.
Large and lovely
destination venue. Bar,
diner, cinema all in one.
Bar and club. Young
Professional crowd. DJ
nights
As central as it gets, and
towards the smarter end of
our spectrum. Think crystal
chandeliers and classical
statues.
Students! Large numbers of
them. Highly international. Will
be in party mode during world
cup having finished exams.
Huge river veranda.
Stylish, contemporary bar near
St. Paul’s, recently refurbished.
Smarter bar with an affluent
audience
Sprawling young venue,
over several floors, right on
Piccadilly circus.
Gorgeous, large Canary
Wharf venue at the historic
site of the old Rum Quay.
Example Venues (1/2)

10. 11
Super central - on a lovely
pedestrian street. A
terraced outdoors and a
Multi-coloured dancefloor.
Just south of Tower Bridge.
Traditional Adnams Pub
with lots of tourists drawn to
the attractions nearby
Traditional English pub, with
cool stylish touches
throughout.
Another traditional English
pub, oozing authenticity.
Media-rich crowd due to its
location just off Charlotte
Street
A hip and quirky bar, at the
heart of influential Hoxton
scene. DJ/dance
basement.
Super high-end, glamorous,
nested set of night clubs in
coolest Mayfair
Beautiful waterfront venue
overlooking river near St
Paul’s. Amazing views.
Large, busy bar by Liverpool
Street. Cool vibe, hip décor,
and fashionable clientele.
Soho flagship venue of the
popular sushi chain, metres
from Oxford Street.
Large venue right on Leicester
Square, with pedestrian street
terrace outside, and
downstairs nightclub
Example Venues (2/2)

11. Demographic: 18-35 AB London Professionals and Socialisers
• Young London and city professionals
• High percentage 18-34 singles
• Higher disposable income
• After-work and big night out occasions
• West end “Big Night Out-ers”
• Big night out-ers travelling to central London from within the UK
• Celebration / “treating themselves” mentality
• High interest in Cultural Events, music, travel etc

12. Summary: Seven advantages of Captive Media
Huge Dwell Time – 90 secs in washroom; 50 secs
at screen … just before a purchase decision
Captive – Truly captive. No distractions and
impossible to avoid. Interactive and engaging
Talkable – Creates word of mouth. 95% of men
tell friends
Flexible. Each screen networked; upload ad
copy in minutes. Schedule by day-part
Accountable –logs every game played,
reporting by timeslot vs. EPOS data
Targeted Perfect gender targeting: No wastage.
(Non-interactive) screens in Ladies
Targeted reach – ABC1 Young Socaializers. 0.5
million 1-minute impacts each month

13. 14
“An altogether different experience”
Yahoo News
“It’s re-writing the rule book”
London Evening Standard
“The Best of British Ingenuity”
Forbes
“Makes you wonder, ‘why didn’t I think of
that?’”
Smart Planet
“The Next Great Leap In Motion Control”
Newsodrome
“Surely it has potential as an Olympic
Sport”
Alan Hubbard, The Independent
“The next big leap in gaming is here”
Buzz 60
CAPTIVE
MEDIA
www.captive-media.co.uk
For Media Specs & Pricing see :
Captive Screen & Media Specification
Viewable on Slideshare :
http://www.slideshare.net/macsween/
captive-media-media-pack