Captive message time: a new approach to planning

Building on the theory suggested by Erwin Ephron in Admap (March 2006), Steve Cox, from Viacom Outdoor - the company responsible for marketing advertising space on the London Underground - discusses how his particular medium delivers both OTS and the four factors for 'engagement'.

Captive message time: a new approach to planning

Steve Cox

If you believe all you read in the advertising trade press, media planning has changed beyond all recognition in recent years. In fact, it's probably no longer even correct to refer to it as media planning. 'Strategy' or 'communications planning' are now far more in vogue than plain old 'planning', and apparently 'engagement' is the new deliverable for any self-respecting campaign.

Of course, to a degree, this has always been the case. Look at any decent advertising textbook from the last 40 years and you'll find words like 'involvement' or...

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