captive media pack buyers 2015

1

MARKETING

TO 18-30’S

IN THE REAL WORLD

2

• Millennials, ‘Gen Y’

• aged 18 – 34

• hard to engage

• exposed to 600 ads a day1)

• filter them expertly

• consume less TV, less traditional media

• state of “continuous, partial attention”

• expect “something in return” from ads

• Key trends

• Response to paid search < 0.4%2

• Top 2 influencers of decisions :

• Word-of-mouth

• Point of sale (up to 70% of decisions)

• Retention x4 with emotional response

Meet the generation who have switched off …. traditional media

Sources 1) Media Matters 2) UC Berkeley & eBay

4

Why it works… via the reactions it creates

• 55 sec dwell time

• Close proximity

• No distractions

• Highly “talkable”

CAPTIVE

INTERACTIVE

MINUTE

• Emotional response

70+% brand recall

Strong brand advocacy

5

Adaptable to each brand… with many creative options

Captive

Interactive

Minute

Simple Branded games

Engagement

Quiz Games:

Gamification

Discovery

Creation Games:

Social

Media

Voting Games:

Data Capture

Vouchering :

6

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

7

Loop Structure… 4 opportunities http://youtu.be/n4JdweIrvVo

Player detected

Ambient Loop

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

Interactive Session

Branded

Welcome

Screen

Game with

Brand Icons

Branded

Game Over /

Leaderboard

Screens

Prime Slot

Seconds

Ad Slot #3

RSS Feed

PTV Content

Live RSS

Feed

2

4

3

1

8

6.7

33.340 40

0

10

20

30

40

50

60

70

80

90

100

Minicabster Addison Lee Hailo None

% o

f R

esp

on

ses

22.225.9 25.9

59.3

0

10

20

30

40

50

60

70

80

90

100

None Addison Lee Minicabster Hailo

% o

f R

esp

on

ses

Response

Results – ambient loopPutting MiniCabster App ahead of Addison Lee

Not seen

Seen

Coming

this weekend …

9

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

We

ek

ly U

nit S

ale

s

Date (w/e)

7-Week Trial Period

5Source: Venue’s EPOS data

- 21%

Results – ambient loopDriving Corona sales up 47%

+ 47%

Before During After

11

Client - Brand Category Assets Goals Results

Diageo

Captain Morgan

Drinks Bespoke game +

Video Ad in loop

Awareness &

rate-of-sale

88% unprompted awareness

+30% rate-of-sale (vs. control)

Huge brand advocacy

MatchPint App Branded game Downloads &

redemptions

Downloads + 169%

Redemptions +113%

MiniCabster App Video Ad in loop Awareness Awareness greater than

establishd rival Addison Lee

DrinkAware Public

Health

Branded game Awareness of key

messages

Awareness + 42%

Anthony Nolan Charity Video Ad after

(unbranded) game

PR Published in Brand Republic,

Guardian, Life Hacker, Wall Blog

& The Times

Halewood – Lamb’s Drinks Bespoke game Awareness &

rate-of-sale

80% unprompted awareness

+73% rate-of-sale

Telus Telecoms Branded game +

Video Ad in loop

Awareness & PR Won Canadian Marketing Award

Heineken – Corona Drinks Video Ad in loop Rate-of-sale +47% rate-of-sale

32 Red Betting Branded game +

Video Ad in loop

Awareness 74% unprompted recall

Successful Case Studies… based on product type & campaign goals

12

Growing reach… 100 -> 200 screens in 2015… creating audience “packs”

• Over 8m customer interactions p.a

• AB1 males

• Socialising at lunch or evening

• 9/10 will mention to colleagues

13

150 screens in 70 venues

TIGER TIGER Manchester

BRASS PIG Bristol

THE SHED Lincoln

WATERFRONT KCL London

Reaching Students

14

140 screens in 60 venues

JAKS BAR Isle of Man

THE ALBION Kingston

Tiger Tiger Glasgow

Reaching Sports-fans

TIGER TIGER Portsmouth

15

Only one kind of splash… a gift for the press http://youtu.be/tyoTxrRTm1I

“The best of British ingenuity”

Click image to run video

16

Gordon MacSween

Founder

― Divisional Director e2v

― Cambridge and INSEAD

A serious-minded team… turning fun into effective for advertisers

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

17

Summary…Seven advantages of Captive Media

Huge Dwell Time – 90 secs

Captive – Truly captive audience

Talkable – 90% tell friends

Flexible - display live odds, change by weather!

Accountable –logs every interaction

Targeted – 100% men, 18-30

Targeted reach – 0.5m / month

18

Captive Media Ltd

Surprising. Shocking. Amazing.

www.captive-media.co.uk

twitter.com/Captive_Media

youtube.com/user/captivevideos