Captive Media: Reaching the Unreachables

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

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

Captive Media Ltd

Reaching the Unreachables

www.captive-media.co.uk

twitter.com/Captive_Media