captive media deck

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  1. 1. Investment Case CAPTIVE MEDIA Engaged Generation Y Male Socialisers
  2. 2. Meet the Millennials, Gen Y, or Born Digital generation Born between 1982 and the late nineties. Now aged 18 34 They are very hard to engage They: are exposed to over 600 advertising messages a day1) filter these messages as never before are out and about 30% more than a decade ago watch less TV, and consume less traditional media Worse, recent research suggests that they dont respond much to Digital either [Research by UC Berkley and eBay finds response to paid search is less than 0.4%] Meet the generation who have switched off to traditional media Note 1) Source: Media Matters
  3. 3. Captive 55 seconds Interactive, so has a return path for advertisers Highly engaging We are building a new media channel in licensed retail
  4. 4. 4
  5. 5. # Loop Structure & Interactive Session. Four media opportunities 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 Slot #2 PTV Content Slot #4 PTV Content Interactive Session Branded Welcome Screen Game with Brand Icons Branded Game Over / Leaderboard Screens Prime Slot Seconds Slot #3 RSS Feed PTV Content RSS Feed 1 2 4 The interactive session begins or game starts automatically when a player approaches. This is the famous engagement which the player controls. It may be a bespoke branded experience or a branded version of one of our classic game formats: skiing, driving, athletics, quiz, colouring(!) The Ambient Loop is a fully programmable, 90 sec loop of 10 sec video slots, containing clips from our selection of PTV entertainment channels, Time Outs cultural recommendations of the week, and live RSS news feeds, and promotion slots Four 10 second Ad slots Each topped and tailed by entertainment content, not another add Sponsored Live RSS feeds news, weather, sport, showbiz etc. One 10 second slot per loop 3 Ambient Loop resumes The famous Captive Media interactive engagement 55 seconds long Branding possible in Title screen, game itself and end- of-game call to action/leaderboard After Game Over the Prime Slot is the last thing the player sees before returning to the bar
  6. 6. 8 Recent Campaigns Type 1: standard TV/video spots Beers Spirits/alcohol Mobile Games (CPI model) Mens Health Soft drinks / launches Betting /casino apps
  7. 7. # Results : Interactive Games UK & N. America www.youtube.com/watch?v=n4JdweIrvVo www.youtube.com/watch?v=7xr2r2WJSug www.youtube.com/watch?v=ZQFJsqHo1UI TelecomPlayerCasinoApp EnergyDrinkSpirits www.youtube.com/watch?v=S4sSkMifTNg
  8. 8. # Film releases : Choose which trailer to watch
  9. 9. Blue-chip customers venues & brands Bar / Pub / Club Public Health Drinks Online Gaming Leisure / Fashion Telco / Apps
  10. 10. # Making quite a splash See coverage at www.captive-media.co.uk/about-us/world-press-coverage/ The best of British ingenuity
  11. 11. # 0 20 40 60 80 Intuitive Hygienic Newsworthy Enjoyable Disagree Agree % of total responses Customers were asked whether they thought Captive Medias system was . . . Fun, pleasurable, fulfilling! Genius! Alan Sugar would be impressed One of the best ideas Ive 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 mans dream Male consumers, 18-35, love it Took a photo and showed my mates!
  12. 12. # 25% Tigers Sales Share at Venue Weekly Tiger unit sales as % of total weekly bottled beer unit sales 4.2064 9.745 0. 2.5 5. 7.5 10. 12.5 Source: Venues 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 Tigers 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 To view actual footage of this particular promotion click here
  13. 13. 6.7 33.3 40. 40. 0. 25. 50. 75. 100. Minicabster Addison Lee Hailo None %ofResponses 22.2 25.9 25.9 59.3 0. 25. 50. 75. 100. None Addison Lee Minicabster Hailo %ofResponses Response Results ambient loop Putting MiniCabster App ahead of Addison Lee Not seen Seen Coming this weekend
  14. 14. 200 350 500 650 800 05-Jun 12-Jun 19-Jun 26-Jun 03-Jul 10-Jul 17-Jul 24-Jul 31-Jul 07-Aug 14-Aug 21-Aug 28-Aug 04-Sept 11-Sept 18-Sept 25-Sept Corona Pre-Trial Weekly Average 438 units Trial Weekly Average 641 units Post-Trial Weekly Average 505 units WeeklyUnitSales Date (w/e) 7-Week Trial Period 5 Source: Venues EPOS data - 21% Results ambient loop Driving Corona sales up 47% + 47% Before During After
  15. 15. # Uniquely effective in the evenings No other Out of Home media reaches people out and about in the evenings Source: IPA Touchpoints 4 2012 Effectiveness of Out of Home Media (Print, Outdoor, Internet, Hrs/day) Captive Media
  16. 16. # Our Audience: Young UK city professionals High percentage 18-34 singles Higher disposable income After-work and big night out occasions Socialisers Socialisers travelling to central city centres from surrounding country Celebration / treating themselves mentality High interest in Cultural Events, music, travel etc
  17. 17. Currently 59 screens in 34 venues and growing steadily RUM & SUGAR CanaryWharfZOO BAR LeicesterSquare PICCADILLY INSTITUTE BLUEBERRY Shoreditch London Network
  18. 18. HALO Leeds ALMADE CUBA LIVERPOOL THE VICTORIA Birmingham CHICAGOS Chelmsford SQUARES Nottingham by Q2 Over 200 Screens: 70 in London with the rest installed around key UK cities
  19. 19. 150 screens in 70 venues by Easter 2015, including student unions and bars within 3km of major universities TIGERTIGER Manchester BRASSPIG Bristol THE SHED Lincoln WATERFRONTKCL London Reaching Students
  20. 20. 78 screens in 34 venues showing live sports by Xmas 2014. 140 screens in 60 venues by Easter 2015 JAKS BAR Isleof Man THE ALBION Kingston Tiger Tiger Glasgow Sports-led venues TIGER TIGER Portsmouth