Captive Media recently launched the largest indoor LED advertising screen in Shanghai at Super Brand Mall, one of the city's largest and most popular shopping malls. This 60-square-meter LED screen is larger than any in-mall LED advertising screens in Beijing and Tianjin. Some major advertisers who have already signed on include BMW, Hyundai, Bobbi Brown, MAC, Lee Jeans, C&A and China Guangfa Bank. With recent launch, Captive Media now boasts the largest indoor LED advertising network in China, comprising 21 screens in 18 major shopping malls across Shanghai, Beijing and Tianjin, and reaching a monthly audience of over 80 million.

"We're very pleased with the largest addition to our indoor LED media network and this exciting opportunity to work with Super Brand Mall. This is one of the most popular malls in Shanghai and a landmark retail hub in the Lujiazui, Pudong New Area," said Colin Phua, managing director of Captive Media. "Super Brand Mall attracts huge visitor traffic daily with high spending power. Our large LEDs are able to provide valuable branding and promotion exposure for our advertisers and also deliver exciting content to visitors."

Captive Media's LED screen in Super Brand Mall in Lujiazui

Captive Media's LED screen in Cloud Nine in Zhongshan Park Photos: Courtesy of the company

Breaking new ground 

Established in 2012, Captive Media is China's first in-mall large-format LED media network. Riding the retail trend and as the first-mover in this arena, it has rapidly built the only such network in China to cover high-traffic and landmark shopping malls in Shanghai, Beijing and Tianjin. Captive Media's strategy to develop this exciting new out-of-home (OOH) media platform stems from two key developments in China in recent years; the changing lifestyles of the increasingly affluent middle class and the explosive development trend of retail property.

Malls now is a part of the China lifestyle. As the increasingly affluent middle class spend more time outside the home, after the workplace, shopping malls have become a recognized "third space." From restaurants to cafés, supermarkets to various boutiques, cinemas to bookstores, healthcare services to children's play-areas, shopping malls have now become a vital part of everyday life. Encouraged by the central government's policy to stimulate domestic spending, the boom in retail property development has not only accelerated the trend towards offering a high-quality and exciting retail environment but has also established shopping malls as an attractive and effective new OOH media platform.

A new "destination-media" concept

Building on the concept of "destination-media," Captive Media's LED network targets a large audience of visitors who have chosen specifically to visit the mall, who will spend up to several hours during each visit walking around the mall for different purposes and who are all ready to spend and consume.

With the large-format LED screens located at the main atrium, the heart of each shopping mall in terms of visitor traffic flow and event venue, high visibility and high exposure rate is assured. The result is OOH media with a targeted audience which is receptive to advertising and welcome promotional information in a high-traffic environment and with a high recall rate.

Having established a strong "destination media" network and secured key high-media-value shopping mall locations in just over a year, Captive Media has been able to win the support of advertisers such as McDonald's, Swatch, Tissot, Burger King, Starbucks, Huayi Brothers, Stella Luna and Aupres. Lee Jeans recently launched its latest advertisement on Captive Media's Shanghai network, combining a month-long advertising campaign with a one-day special media "buy-out" for its first-ever 30-minute micro-movie.

"What Captive Media intends to offer is a high-ROI and efficient new media platform based on a tried-and-tested media format, in a new high-traffic and targeted media space with an innovative interactive element. The aim is to provide a truly integrated media option which combines traditional LED advertisements, event marketing and interactive mobile engagement," explains Phua.

Already a recognized media network, Captive Media plans to continue to expand into other major cities in China and eventually offer a nationwide shopping mall media network. With its one-stop-shop service concept covering LED investment, maintenance, advertising sales and content generation, Captive Media is able to forge strong working relationships and provide added value to mall developers, advertisers and media agencies.

Pugo mobile - From Offline to Mobile

An innovative interactive element introduced by Captive Media is pugo mobile, currently undergoing live trials at Rafflles City Shanghai, allowing visitors to easily access information on discounts, sales promotions, events and mall activities directly on their mobile phones. This is done through scanning a giant QR code installation built next to the LED screen. Linked to WeChat, pugo mobile offers direct benefits to visitors to the mall. Through pugo mobile, Captive Media will be able to track mall visitors, communicate with them even when they are not at the mall, understand shopping trends and visitor spending habits and interest areas.