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Ideas. Insights. Inspiration.

Captive Audience

As a consumer, I've always despised in-flight advertisements.

You know the ones: they play right after the safety video that nobody cares to watch, but right before the in-flight entertainment system becomes operable.

Why do these annoying, intrusive ads exist?

Because they deliver messages to a captive audience.

(And marketers love captive audiences.)

Granted, those captive ads will only run for a minute or so.

But you're literally strapped to a chair, and if you've listened to your flight attendant's instructions, your mobile devices have already been turned off. This means that unless you shut your eyes in active protest, you're probably going to end up watching.

And it's probably going to annoy you to do so.

As a general rule, don't annoy people if you want them to buy from you.

Create advertising that people want to watch and share.

Deliver it when they're most receptive to hearing what you have to say.

And give them the option to skip it if they're not interested in hearing from you.

When it comes to marketing, "captive audience" shouldn't be taken literally.


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