We have reported before about the “myth of the captive audience” – in that particular article Devang Raiyani in Bombay, India explored the term in regards to retail media and here too, Stuart Armstrong, President, EnQii North America explores the same topic.
His focus is very much – it’s about Captivating Audiences NOT a Captive Audience!
He starts by saying “Contrary to what many marketers would like to believe, there is no such thing as a “captive audience” anymore. In fact, in today’s digitized world, the term is misleading and even lazy. It implies that an audience has no choice but to watch what you push onto their retinas and into their brains. As such, it gives short shrift to the importance of relevant, quality content…”