Captive Message Time

Captive Message Time

• OTS (opportunity to see) is about getting your message across to the right audience – being seen
  
• Genuine engagement with a consumer is not just about being seen but being heard. It’s not only share of voice that is important, but share of mind – having your message stick in the minds of your target audience
  
• 4 main factors determine this engagement or “share of mind mix” : Subject Matter / Great Creative / Attention Level / Modality
  
• One aspect that is often too quickly overlooked but ties all these factors together is “time”
  
• Duration of exposure to Tube ads leads to greater engagement levels so what happens if time is put into the equation for all major traditional media in London?

Total OTS x time spent per impact = Total Captive Message Time (CMT)

• Appropriate industry currency e.g. BARB, gave the number of adverts transmitted in London over 4 weeks
  
• Number of times ads were seen generated by BARB and RAJAR (¼ hourly viewing/listening figures), NRS (for readership numbers), MMS (to find how many ads are displayed in press titles) and POSTAR (for the outdoor audience figures)
  
• Duration of exposure was based on average commercial length, press publications reading duration, POSTAR

Total monthly TV ad impressions = 6.8 billion   x   Time per ad exposure on TV = 30 seconds

= Total monthly London TV CMT = 56 million hours

"Being seen/heard is not the same - time matters"

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