The first and only provider of digital signage in washrooms across the United Kingdom, Captive Media Ltd, has converted its network to BroadSign International, LLC’s cloud-based software platform. After deploying 60 screens in London in 2014, another 160 will be installed in major regional cities over the next few months, contributing toward an expansion goal of 1,500 screens by 2017.
Captive Media screens situated in washrooms of bars, pubs and clubs, reach a targeted audience of males between 18 and 35 years old. Each 12” LCD screen generates around 800 impressions per week for a total of just under 100,000 weekly impressions across the current network.
Network content is meant to entertain, promote and engage, with 10-second slots contributing to a 90-second loop, half of which is entertainment including RSS-fed pictorial news and the other contains ads. The interactive portion lasts about 55 seconds (the average dwell time) and contains branded content and games ideal for brands targeting a male, Gen Y audience, such as Guinness, Smirnoff and Captain Morgan.
Not only do Captive Media screens turn a minute of boredom into a unique experience for pub-goers, the network delivers directly attributable sales uplifts of 25 percent to 200 percent for featured brands and the venue.
An interesting case study!