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Explanation of Captive Media concept, why venues are paying to have it installed and how it can generate far higher ad revenues than either paper-based, or conventional digital signage networks
Citation preview
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Investment Case
CAPTIVE MEDIA
A World First for Washrooms!
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Product & Technology
• Contactless sensing technology. No moving parts, no buttons, wires and nothing in the bowl
• Vandal proof. Engineered from toughened glass and acrylic-capped ABS (car bumper material)
• Waterproof. IP65 rated and CE marked
• Connected to internet. Allowing instant upload of new content
• Plays any media at any time. Flash games, most video file formats on an HD screen
• Patented in the UK. UK Patent no. GB2459869. Patents pending in USA, Japan
• Retrofitable. No need to change bowl or plumbing. Fits almost any bowl or trough
with Diageo / Coke et al
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All based around the customer experience …
• 55 Seconds
• 9 months
• 3 billion mins/year
CAPTIVE INTERACTIVE
MINUTE
5
Yes
44%
Maybe
36%
No
20%
Retaining Customers On Site: 1
Q: Would you consider staying longer to play the game?
Yes
39%
Maybe
39%
No
22%
Loyalty / Repeat Business: 2
Q: Would you consider returning to the venue to play the game?
1 Source: 45 respondents from surveys conducted between July and October 2011
2 Source: 44 respondents from surveys conducted between July and October 2011
“Would definitely buy another round just
to play”
“Blokes are blokes,you wanna beat the
next guy!”
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Customer, Cambridge“We might want to go to B-Bar, but we’ll generally just come here for a drink first just to, like, see who can get the record !”
On the last evening of
interviewing for this
research, one customer in
four said they were there
BECAUSE of the game
Customers love it… and love talking about it – 87% tell a friend about their visit
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So it drives sales for venues
• Drives sales via word-of-mouth
• Drives sales via dwell time
• Drives sales of promoted items
• … and improves perceptions of washroom
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The Women’s Unit
We interviewed women in our client venues for their reactions to the system: there was a clear demand for a female version
Queuing for the cubicles in the Ladies’ is boring and awkward we learnt, so we designed content loops specifically for a women’s unit
The units are non-interactive, but display loops of entertainment content such as Eye Candy, Fashion & Make-Up Tips, Assorted Cute, and Funny Videos (selected by the venue)
The units are positioned beside the mirrors and hand-dryers
What about the LadiesPartner screens
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1. The LoopAds can shown within the 90-second loop, building awareness.. Entertaining clips retain guests attention throughout their visit.
2. The GameWhen a guest approaches, the screen switches to its game – which plays for as long as they last – and can itself be branded.
3. The Score ScreenAt the end of the game, scores & leaderboards are displayed, followed by a specific ad (see the Captive Media logo), which everyone will see … just before they return to the retail area
3 Ways to Advertise
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Of which even the simplest works …Tiger beer doubles sales
25%
Tiger’s Sales Share at VenueWeekly Tiger unit sales as % of total weekly bottled beer unit sales
0
2
4
6
8
10
12
4.21 %
9.74 %
Source: Venue’s EPOS data
2011 2012
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We create interactivity & fun in lots of ways
Captive Interactive Minute
Simple Branded games
Engagement
Quiz Games:
Gamification
Discovery
Creation Games:
Social Media
Voting Games:
Data Capture
Vouchering :
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Research, real time feedback, innovation
• Real Time Preference Capture
• Time for 3-8 questions per visit! Conjoint analysis?!
• 12-200,000 inputs per venue per month
• Daily impact data – measured – not estimated
• EPOS impact analysis (labour intensive but possible)
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And from next month, games with vouchers
• Editions of our games you can win!
• Prizes – in form of vouchers – downloaded to user’s phone
• Extra benefits to venue:
• Loyalty – drive repeat visits
• Capture customer i/d and data, in this case, email addresses
• Generate Facebook LIkes
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Why does it work? Interruptive, Interactive and Captive…
Long dwell time – 90 seconds in washroom. 55 seconds captive audience at the screen.
Captive. Interruptive and engaging, almost impossible to avoid. No distractions.
12- 50,000 minute-long impacts per month in each washroom. (Non-interactive) screens also available for the Ladies
Talkability – 90% of men tell friends
Flexible. Each screen is networked, so ad copy can change by day or time of day
Completely accountable – the system logs every game played, allowing reporting by timeslot and comparison with EPOS data
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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
200
300
400
500
600
700
800
Corona
Pre-Trial Weekly Average438 units
Trial Weekly Average641 units
Post-Trial Weekly Average505 units
Fall in Weekly Corona Unit SalesWeekly unit sales volumes of Corona and Peroni before, during, and after the trial
period
Weekly
Un
it S
ale
s
Date (w/e)
7-Week Trial Period
5Source: Venue’s EPOS data
- 21%
Case Study BCorona overtakes Peroni during 6-week promo
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Source: Customer interviews at Exhibit bar over four nights in January, February 2012Question: “Where would you look for information about the facts on alcohol?”Sample: 55 responses
Never Seen Units Seen Units0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
45%
48%
30%17%
Unprompted Prompted Neither
Total awareness of Drinkaware% of all respondents
25%35%
41%
20%
Case Study CRaising awareness for Drinkaware
We created an interactive quiz game, where alternate questions concerned the facts about alcohol
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Bowl Manufacturers
DirectInternational Resellers• Canada• Scandinavia• Russia• Australia
Who is installing?Most effective in high-footfall, retail / fun environments
Hotels
Events
Bars
RestaurantsRetail Malls
Drinks Brands
Exhibition CentresOffices
TransportSports Arenas
New exhibition
centre Transportpilot x 2
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Top 30 Spenders on Outdoor Advertising 2011
Note: Spend figures source: Hub Digital, OAA
Brands who have used Washroom 2008-12CompanyName Q1-3 2011 (Outdoor) Sector Washroom?BSKYB British Sky Broadcasting £26,677,189 Entertainment yesMcDonald's £11,551,533 Food and DrinkKellogg's £10,652,987 Food and Drink yesGlaxoSmithKline GSK £9,590,979 Consumer Products yesThe Coca-Cola Company £9,414,127 Food and Drink yesYum Brands £9,022,373 Food and DrinkParamount Pictures UK £8,294,343 EntertainmentVodafone £7,408,240 Telecoms yesAnheuser-Busch InBev £7,311,639 Food and Drink yesNational Westminster Bank (Natwest) £6,767,314 Financial Services yes20th Century Fox £6,738,827 Entertainment yesOrange £6,395,514 Telecoms yesUnilever £6,346,256 Consumer Products yesWarner Bros £5,825,010 Entertainment yesMarks & Spencer (M&S) £5,785,692 Food and Drink yesSamsung Electronics (UK) Ltd £5,491,700 Consumer Technology yesNestle £5,321,855 Food and Drink yesUniversal Pictures (UK) Ltd £5,274,706 EntertainmentO2 £4,982,151 Telecoms yesT-Mobile £4,828,487 Telecoms yesHutchison 3G/H3G/Hi3G £4,533,907 Telecoms yesMicrosoft £4,140,236 Consumer Technology yesBeiersdorf £4,055,304 Consumer Products yesSony Pictures £3,975,554 EntertainmentPremier Foods £3,853,518 Food and DrinkLloyds Banking Group plc £3,616,175 Financial ServicesCOI £3,586,190 Government yesEntertainment Films £3,537,126 EntertainmentProcter & Gamble (P&G) £3,396,787 Consumer Products yesLions Gate Entertainment (UK) £3,383,652 Entertainment
2/3rd of the Top 30 Advertisers have used washroom advertising
Who will advertise in a washroom?
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PricingReseller Offer – OOH Advertisers
• Benefits of digital ― Reduced fulfilment costs― Multiple advertisers per location― Day-parting― Detailed reporting of actual impacts― Real-time, test-marketing solutions
• Additional Captive Media benefits― High margin, interactive options― Genuine brand engagement― High-impact content to retain eye contact throughout visit― Vouchering & other options
• Captive Media product― Purpose-built for washrooms : aesthetic yet ruggedised― Suitable for any urinal or trough – or wall-mounted in Ladies― Managed network, with 24/7 monitoring & remote maintenance― Next-day, on-site repair facility available― Turn-key installation c. 45 mins per screen― De-mountable
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Captive Media Ltd
Surprising. Shocking. Amazing.
www.captive-media.co.uk
twitter.com/Captive_Media
youtube.com/user/captivevideos
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