Captive Media provides targeted digital advertising to millennial males in bars and pubs across the UK. Their network includes 160 screens in 20 cities, reaching 500,000 impressions per month. Their offerings include pre-roll, post-roll, and interactive ads between 40-60 seconds. Clients see significant awareness and sales uplifts, such as a 25.9% year-over-year sales increase for Captain Morgan. Captive Media guarantees engagement through interactive content in a controlled environment optimized for reaching hard-to-reach millennial males.

1. Captive Media: Reaching the Unreachables

2. Filter, skip and ignore intrusive
content
Exposed to over 600 ads a day1
Welcome to our Environment:
Millennial Males in their natural habitat. Hard to reach, harder to engage
Source 1) Media Matters, 2) MoffettNathanson, Nielsen
Consume 30% less live
TV than in 20102
.
Almost no press.
“continuous partial
attention” (OFCOM)
Beginning to actively
“trade” their attention

3. The Mind of Millennial Man
The consumer insight behind Captive Media...
Source 1) Media Matters
Influenced by:
★ Word-of-mouth
★ Point-of-sale - up -to 70% of
decisions
Identifies with:
★ Humorous, slapstick or
edgy advertising
★ Video gaming. 56%
play, compared to just
38% use Twitter
Rejects:
★ being ‘broadcast at’
Spends:
★ $17billion annually
★ $2,200 /year each in
retail
★ more on entertainment,
tech, holidays
Our Sources of Insight: TNS, Google and Ogilvy, Thaler & Sunstein, Captive Media Surveys, Neilsen

4. Captive Media offers Guaranteed Engagement of Millennial
Men.
Audience in social, relaxed
mindset
The ONLY remaining
captive media occasion
Minute-long Dwell time
Targeted male 18-35 audience
Gen Y

5. Here’s how it works (run VT)

6. We are building a new media channel in leisure venues
… which reaches 500,000 Millennial Men a month
National network of bars and pubs
160 screens in 20 UK cities
Every screen connected.
Allows dynamic / live content refresh
Interactivity >> Engagement and
word of mouth
Full accountability. Each impact
logged

7. Media Option 1: The ‘Guaranteed Engagement’
… a minute-long sandwich of pre- and post- roll video around interactive content
Dozens of content options
INTERACTIVE CONTENT
- avg. 40 seconds
- can be branded. Needn’t be.
- games, polls, quizzes, trailers,
competitions....
- 50k interactions/week
POST-ROLL
- 10 seconds
- Video ad after interactive
content
- last thought before they leave
- 50k engagements/week
games
quizzes
movie trailers
competitions
polls
PRE-ROLL
- triggered by user’s
approach
- 5 seconds
- 50k engagements/week55seconds

8. Media Option 2: Run of Network
Your advert Your advert Your advertContent Content Content
A typical loop of content
on our screens:
- Loop of video ads
- 6 x 10 second slots
- 125,000 ad views/week
- Use your existing video
content
- Interspersed with
entertaining content
… or standard video spots

9. Recent Client case Studies:
Anthony Nolan
- Cancer Charity
- 186,000 Guaranteed
Engagements in 14 days
- Donor registrations up
74%
Telus
- Canadian Telecoms Co.
- Pre- & post-roll, branded
game
- Award-winning campaign
Captain Morgan
- Pre- & Post-roll, bespoke
game
- During Fifa World Cup
2014
- Sales rose 25.9% YOY

10. Result: Consistent high uplifts in awareness and sales
Average unprompted
awareness uplift:
53.5%
Average sales
percentage uplift:
48%
+25.9% +73%
+41% +74%
+46%
+19%
+113%
+74%

11. A UK-wide network in 20 cities
● High-end, high-footfall venues: Loop
of Mayfair, Tiger Tiger, Bierkeller
● 160 screens and counting
● 500,000 impressions a month
● of which over 200,000 are interactive
and guaranteed

12. Captive Media Ltd
Reaching the Unreachables
www.captive-media.co.uk
twitter.com/Captive_Media