1. Investment Case CAPTIVE MEDIA Engaged Generation Y Male
Socialisers
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. 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
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. 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. # 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. # Film releases : Choose which trailer to watch
9. Blue-chip customers venues & brands Bar / Pub / Club
Public Health Drinks Online Gaming Leisure / Fashion Telco /
Apps
10. # Making quite a splash See coverage at
www.captive-media.co.uk/about-us/world-press-coverage/ The best of
British ingenuity
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. # 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. 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. 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. # 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. # 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. Currently 59 screens in 34 venues and growing steadily RUM
& SUGAR CanaryWharfZOO BAR LeicesterSquare PICCADILLY INSTITUTE
BLUEBERRY Shoreditch London Network
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. 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. 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