Captive Media ’s digital washroom advertising system is to go nationwide, with the number of its screens installed at venues set to rise to 200 across the country’s 12 biggest cities.
The company announced the expansion of its network following a round of new equity investment. Participating venue groups include Novus Leisure, Tokyo Industries, Burning Night Group, and All Our Bars, as well as a growing number of student unions and independent venues.
The company said that campaigns on the network have shown “dramatic impacts”, with awareness uplifts of 41% for Drinkaware and sales uplifts of up to 73% (for Lambs Navy Rum).
Launched in 2012, Captive Media deploys patented interactive screens in mens’ washrooms directly above urinals where they command an average 60 second dwell time - equivalent to two TV ad spots.
Brands and venues can place promotions on the screens, which already deliver eight million video impressions a month, or commission a bespoke interactive game.
Major brands to have used the system include Captain Morgan, Guinness, 20th Century Fox, Lynx, and Beats, as well as Drinkaware, MacMillan Cancer and Movember.
“What Captive Media does really well is help brands engage young male consumers while they are out socialising,” said Captive Media CEO Gordon MacSween “The response to the media has been outstanding, and we’re delighted to be extending our reach across all the UK’s major cities”
The expansion comes after a successful phase 1 roll out across London in 2014 which saw 60 of the screens installed in Young Persons Venues (YPV’s) such as Tiger Tiger Haymarket, and King’s College Student Union. The new Phase 2 expansion sees screens lit in 12 other UK cities including Glasgow, Manchester and Cardiff.
The network plays out eight million video impressions each month, as well as serving 250,000 of its unique 60 second interactive game engagements, to an audience of 18-34 year old males, with particular focus on students and sports fans.
