I was meeting my brother for lunch the other today. He works in a skyscraper in downtown Chicago.
As I was in the elevator, I glanced at a smallish monitor on the wall. The monitor was displaying a mixture of weather, factoids and advertisements. The thing that stuck in my head was the name of the company providing this service:
I thought, “Hmm, that corporate name is sort of cute, in a completely obnoxious way.”
They’re playing on the words “captive” and “captivate”.
First the definitions of each word, per the Merriam-Webster Online Dictionary.
Middle English, from Latin captivus, from captus, past participle of capere
1 a: taken and held as or as if a prisoner of war b (1): kept within bounds : confined (2): of or relating to captive animals
2: held under control of another but having the appearance of independence; especially : owned or controlled by another concern and operated for its needs rather than for an open market
3: being such involuntarily because of a situation that makes free choice or departure difficult
1 archaic : seize, capture
2: to influence and dominate by some special charm, art, or trait and with an irresistible appeal
The name of this corporate entity is essentially a wink at the fact that its advertisements are directed at people who cannot go anywhere, who are essentially trapped, imprisoned, immobilized in a small box with nothing to look at. Or maybe the content on their monitors really does have “irresistible appeal”. But I’m not buying that.
From their website:
Day in and day out, Captivate gives you a one-of-a-kind opportunity to repeatedly reach your target audience during the business day. Our national network delivers more than 54.5 million monthly impressions to more than 2.5 million educated, motivated professionals in North America’s largest markets.
Because we deliver your message to a captive audience in a focused, distraction-free environment, we have an average ad recall rate that exceeds that of most other media. We’re memorable and measurable – and consistently generate strong, tangible results on behalf of our clients. When it comes to keeping your story top of mind with your target customer, Captivate takes your marketing efforts to new heights.
What’s that? You say *you* want the Captivate Network experience? *You* want to be bombarded with some impressions?