Adrian J Cotterill, Editor-in-Chief
Captivate has unveiled an innovative, contemporary content presentation that says it will increase engagement with a captivated audience of upscale, hard-to-reach business professionals AND drive value for advertising and commercial real estate partners.
The on-screen enhancements introduce new features and functionality including a redesign of the viewers’ most popular destination, the time and temperature window. This feature now consists of a background sky that dynamically changes to reflect current weather conditions and a cityscape to reinforce Captivate’s unique positioning in more than 1,800 premier office buildings across North America’s top urban markets. The window also expands to include finance, weather and sports news, and now remains on-screen during full-screen, non-advertising content. All enhancements combine to deliver a more valuable viewer experience.
The upgrades take effect immediately and occur against the backdrop of strong growth in 2014 including expansion into new markets and 220% viewership growth over the past five years, resulting in 12 million unique monthly viewers.
The rebranding announcement comes just under one year since the company’s acquisition of Office Media Network, a strategic consolidation that leveraged the strengths of each company’s distribution, technology, media solutions and editorial content, resulting in a stronger network and a broader scope of solutions and options for Captivate’s advertising and commercial real estate business partners.
Marc Kidd, Captivate’s Chief Executive Officer told us “This is another exciting milestone for our company. Much like our strategic consolidation with Office Media Network last April, this rebranding will deliver significant benefits for our advertising and commercial real estate partners. Captivate delivers a prime time audience in the daytime and we wanted to contemporize the news, information and entertainment content with more impact to further engage our audience and offer our real estate partners new ways to delight their tenants. This is just the beginning of innovative enhancements to be unveiled this year and beyond, as we take our brand to new heights.”
The next generation of Captivate underscores ongoing innovations and strategic partnerships focused on driving value and expanding engagement opportunities with the Captivate audience:
- An increase in full-screen and rich-media content, creating a more engaging presentation with layouts reflecting modernized designs.
- An extended agreement positioning The Wall Street Journal as the preferred business news provider across the elevator network.
- Expanded content offerings on the lobby network through 100+ best-in-class content providers.
- Captivate Concierge, a full service building solution, enabling property managers to tailor and enhance the Captivate Experience.
- Mobile campaign extensions via a partnership with xAd, the global location marketplace.
In addition to the on-screen changes, the company has dropped the word ‘Network’ from its name and will now be known as “Captivate’
Marc Kidd said this will “allow us to be more flexible to support future corporate expansion and growth with a variety of business units.”
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