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What are the benefits of advertising in a captive environment?

An Example of Captive Marketing

Feel like Big Brother is watching? Can't escape the electronic eye? Then expect that sense of paranoia to increase as captive marketing takes off. Small video screens offering news, info-tainment and commercials have migrated from airplanes to taxi cabs, buses, elevators, stores, rest rooms and even the golf course.

These screens reach the captive audience. You can't get away when you're sitting on a bus, in a restroom stall, or in an elevator. There are no DVRs to fast forward through commercials; you can't even turn the television off like you could before the advent of the DVR. Companies offering these services know exactly what they have to give advertisers, and advertisers are buying it up.

Try these stats on for size:

Transit Television

TransitTV operates in public transportation systems in five major cities: Los Angeles, Orlando, Atlanta, Chicago, and Milwaukee. The majority of the 8,400 screens can be found in buses. They offer entertainment and information to commuters. Programming ranges from news headlines pulled from the major wire networks (such as AP and Reuters), to simple trivia and word games, to basic cooking techniques and recipes. TransitTV also offers customized weather reports for the city of origin, as well as specialized sports/weather combination segments.

In many of the markets, local programming is made available on the Transit TV network.

Despite all of this programming, the focus of transit TV is to offer advertisers a captive audience. This is summed up in the company’s tag line: One channel. No DVRs. Accurate Measurement. TransitTV offers a solution to all the complications that modern television viewing has brought to the traditional advertiser. In effect, TransitTV is extending the life of the classic 30-second television spot.

By providing an audience that can't get away, that is completely captive, TransitTV gets rid of the worst of traditional advertising headaches. By having only one channel, they avoid the channel surfing flipping from channel to channel to avoid commercials. There is no other channel for viewers to change to. Of course, there is no DVR on a screen in a bus. There is no way to skip the commercial. Just like the rest of the programming, the audience has no choice but to watch the advertisement.

TransitTV also offers accurate measurement. They offer accurate demographic breakdowns and profiles, as well as measured and accurate meters of advertising success. They monitor the rate of return for advertisers using their network.

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