captive media overview presentation compressed
Post on 15-Apr-2017
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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
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
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
Here’s how it works (run VT)
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
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
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
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
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%
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
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