Top Banner
Captive Media: Reaching the Unreachables
12

Captive Media Overview Presentation compressed

Apr 15, 2017

Download

Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Captive Media Overview Presentation compressed

Captive Media: Reaching the Unreachables

Page 2: Captive Media Overview Presentation compressed

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

Page 3: Captive Media Overview Presentation compressed

The Mind of Millennial ManThe 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

Page 4: Captive Media Overview Presentation compressed

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

Page 6: Captive Media Overview Presentation compressed

We are building a new media channel in leisure venues … which reaches 500,000 Millennial Men a month

National network of bars and pubs160 screens in 20 UK cities

Every screen connected. Allows dynamic / live content refresh

Interactivity >> Engagement and word of mouth

Full accountability. Each impact logged

Page 7: Captive Media Overview Presentation compressed

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

gamesquizzes

movie trailerscompetitions

polls

PRE-ROLL

- triggered by user’s approach

- 5 seconds- 50k engagements/week55

seconds

Page 8: Captive Media Overview Presentation compressed

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

Page 9: Captive Media Overview Presentation compressed

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

Page 10: Captive Media Overview Presentation compressed

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%

Page 11: Captive Media Overview Presentation compressed

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

Page 12: Captive Media Overview Presentation compressed

Captive Media Ltd

Reaching the Unreachables

www.captive-media.co.uk

twitter.com/Captive_Media