As office workers enter and leave their building lobbies, elevators and suites, those who view Captivate screens engage with a variety of up-to-date information and relevant advertising. The content is presented using a tone of voice that has been developed by a team of editors in the U.S. and Canada who employ a strategy labeled ICONIC, which acts as a continual reminder of what works with today’s ever-changing consumers. The ICONIC model can serve as a guide for marketers and publishers seeking to assure their video advertising and editorial content are relevant and achieve key performance goals.

“Keeping content ICONIC is a great way to start building value for viewers, advertisers and networks as long as you have commitment, resources and strategic support across the board,” Scott Marden

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