How to Win the Moments That Matter With Mobile Video

Meet the new captive audience

When I began my career in digital media, the term "captive audience" was routinely used to refer to TV viewers. In one evening, brands could reach nearly 100 percent of their audience when they were engaged with the power of sight, sound and motion.

Today, it's a different story. As a generation of millennials has grown up with the Internet, consumption habits and behaviors have dramatically shifted. Millennials spend less than 28 percent of their TV time genuinely engaged, and their traditional television usage continues to fall.

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