Investors and advertisers love networks that have captive audiences. They love that fuel dispenser toppers catch people when they are tethered to a gas station with an 8 foot hose. They love that people waiting for a movie to start in a cinema have to watch something when the lights are down and their cell phones are put away. The captive audience that can’t escape the message you are trying to deliver.
But, think about it from the user’s perspective. Who wants to be captive? “I want to be a captive audience,” said no one ever.
People want to be captivated, not captive. It’s a higher calling that we should all strive for.