captive media pack buyers 2015
Post on 09-Jul-2015
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MARKETING
TO 18-30’S
IN THE REAL WORLD
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• Millennials, ‘Gen Y’
• aged 18 – 34
• hard to engage
• exposed to 600 ads a day1)
• filter them expertly
• consume less TV, less traditional media
• state of “continuous, partial attention”
• expect “something in return” from ads
• Key trends
• Response to paid search < 0.4%2
• Top 2 influencers of decisions :
• Word-of-mouth
• Point of sale (up to 70% of decisions)
• Retention x4 with emotional response
Meet the generation who have switched off …. traditional media
Sources 1) Media Matters 2) UC Berkeley & eBay
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Why it works… via the reactions it creates
• 55 sec dwell time
• Close proximity
• No distractions
• Highly “talkable”
CAPTIVE
INTERACTIVE
MINUTE
• Emotional response
70+% brand recall
Strong brand advocacy
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Adaptable to each brand… with many creative options
Captive
Interactive
Minute
Simple Branded games
Engagement
Quiz Games:
Gamification
Discovery
Creation Games:
Social
Media
Voting Games:
Data Capture
Vouchering :
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Uniquely effective in the evenings… like no other media
Source: IPA Touchpoints 4 2012
Effectiveness of Out of Home Media (Print, Outdoor, Internet, Hrs/day)
Captive
Media
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Loop Structure… 4 opportunities http://youtu.be/n4JdweIrvVo
Player detected
Ambient Loop
Ad Slot #1
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10
15
20
25
30
35
40
45
50
55
60
65
70
75
80
85
90
PTV Content
Ad Slot #2
PTV Content
Ad Slot #4
PTV Content
Interactive Session
Branded
Welcome
Screen
Game with
Brand Icons
Branded
Game Over /
Leaderboard
Screens
Prime Slot
Seconds
Ad Slot #3
RSS Feed
PTV Content
Live RSS
Feed
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4
3
1
8
6.7
33.340 40
0
10
20
30
40
50
60
70
80
90
100
Minicabster Addison Lee Hailo None
% o
f R
esp
on
ses
22.225.9 25.9
59.3
0
10
20
30
40
50
60
70
80
90
100
None Addison Lee Minicabster Hailo
% o
f R
esp
on
ses
Response
Results – ambient loopPutting MiniCabster App ahead of Addison Lee
Not seen
Seen
Coming
this weekend …
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200
300
400
500
600
700
800
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
Corona
Pre-Trial Weekly Average
438 units
Trial Weekly Average
641 units
Post-Trial Weekly Average
505 units
We
ek
ly U
nit S
ale
s
Date (w/e)
7-Week Trial Period
5Source: Venue’s EPOS data
- 21%
Results – ambient loopDriving Corona sales up 47%
+ 47%
Before During After
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Client - Brand Category Assets Goals Results
Diageo
Captain Morgan
Drinks Bespoke game +
Video Ad in loop
Awareness &
rate-of-sale
88% unprompted awareness
+30% rate-of-sale (vs. control)
Huge brand advocacy
MatchPint App Branded game Downloads &
redemptions
Downloads + 169%
Redemptions +113%
MiniCabster App Video Ad in loop Awareness Awareness greater than
establishd rival Addison Lee
DrinkAware Public
Health
Branded game Awareness of key
messages
Awareness + 42%
Anthony Nolan Charity Video Ad after
(unbranded) game
PR Published in Brand Republic,
Guardian, Life Hacker, Wall Blog
& The Times
Halewood – Lamb’s Drinks Bespoke game Awareness &
rate-of-sale
80% unprompted awareness
+73% rate-of-sale
Telus Telecoms Branded game +
Video Ad in loop
Awareness & PR Won Canadian Marketing Award
Heineken – Corona Drinks Video Ad in loop Rate-of-sale +47% rate-of-sale
32 Red Betting Branded game +
Video Ad in loop
Awareness 74% unprompted recall
Successful Case Studies… based on product type & campaign goals
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Growing reach… 100 -> 200 screens in 2015… creating audience “packs”
• Over 8m customer interactions p.a
• AB1 males
• Socialising at lunch or evening
• 9/10 will mention to colleagues
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150 screens in 70 venues
TIGER TIGER Manchester
BRASS PIG Bristol
THE SHED Lincoln
WATERFRONT KCL London
Reaching Students
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140 screens in 60 venues
JAKS BAR Isle of Man
THE ALBION Kingston
Tiger Tiger Glasgow
Reaching Sports-fans
TIGER TIGER Portsmouth
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Only one kind of splash… a gift for the press http://youtu.be/tyoTxrRTm1I
“The best of British ingenuity”
Click image to run video
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Gordon MacSween
Founder
― Divisional Director e2v
― Cambridge and INSEAD
A serious-minded team… turning fun into effective for advertisers
Mark Melford
Founder
― Principal at Booz&Co
― Cambridge and INSEAD
Mike Segrue
Board Advisor
― Kinetic Founder
Founders 64%
Key Advisors
Clive Consterdine
Board Advisor
― Ex MD of Walkabout
& Jongleurs
Investor Directors
Peter Cowley
Investor NED
― UKBAA Angel investor
of the year 2014
― Cambridge Angel
Michael Ullmann
Investor NED
― Serial angel investor
― Insead Professor
James Borrett
CTO
― Cambridge
― 20 years in software
Adam Shoefield
Board Advisor
― Director of Smithfield
Agency
Peter Jackson
Board Advisor- Drinks :
― Former UK MD of Fosters,
Treasury Wines
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Summary…Seven advantages of Captive Media
Huge Dwell Time – 90 secs
Captive – Truly captive audience
Talkable – 90% tell friends
Flexible - display live odds, change by weather!
Accountable –logs every interaction
Targeted – 100% men, 18-30
Targeted reach – 0.5m / month
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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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