Posted in Marketing and Strategy Terms, Total Reads: 754
Definition: Captive Audience
Captive audience is the audience who don’t have any option but to consume the advertisement. Situations like watching a movie in a theatre during which advertisements are played create captive audience. These people have no other option but to watch these ads. There are many other situations like watching a cricket match during which the break between overs is 1-2 minutes. During this break not many of the viewers leave their seats and they have to watch the advertisements. Some other examples are waiting in queue at a supermarket, radio ads, ads inside a taxi, bus etc.
Marketers use this opportunity to a great extent. Whether it is promoting a new product or describing about the features and benefits of using a product or a service, these ads are watched by every captive audience. They also make sure that the ads are not too much force-fed and are subtle so that it doesn’t create a negative impact among the customers as their main aim is not to watch these advertisements but to do something else.
Usually these ads are tested before being launched in the market. The marketers test these ads on a sample of audience and record their behavior and use the feedback to modify the ads. This effort is made so as to provide a good experience to the audience and get positive returns for their product.