Captivate Network Sees Dramatic Service Expansion in 2010
Advertisers, Property Managers and Viewers all Benefit from Host of New Services, Enhancements and Talent
CHELMSFORD, Mass., Jan. 10, 2011 /PRNewswire/ -- Captivate Network, the leading digital news and entertainment network engaging and empowering millions of people on-the-go during the workday, reports that 2010 has been one of the most active years for new service offerings since the company started in 1997. From new content formats, to events, to research capabilities to content partnerships and sales and marketing talent, Captivate Network is doing more to bring value to its advertisers, property owners and managers and viewers.
Captivate Network has created a unique and valuable communications channel for reaching millions of white-collar workers across North America. Their screens have become a familiar fixture in elevators in some of the most desirable high-rise real estate. Over the course of 2010 the company has taken several steps to make their offering more diverse, more timely, flexible and valuable to the audiences that depend on Captivate Network for reach, revenue and information.
"Captivate Network has always been committed to delivering the greatest value to the greatest number of audiences and people," said Mike DiFranza, founder and president of Captivate Network. "In 2010 we introduced features including our new horizontal layout and Office Pulse research offering that appeal to our advertisers; new event offerings that bring new revenue opportunities for property managers; and additional content partner relationships that deliver timely and valuable information to our viewers. All of these new programs set the stage for an exciting and successful 2011."
Each of the new offerings mentioned above were developed to deliver specific values to each of Captivate Network's distinct audiences:
In June, Captivate introduced a new – horizontal - on-air look. The transition to a horizontal format benefitted advertisers because the 16x9 ad unit is a similar format to other video formats they currently create such as their television work.
Advertisers also benefit from the new look because more viewers - 71% - prefer horizontal advertisements and the new format delivers an approximate 40% increase in immediate ad notice. The change has been successful in attracting many high-profile national advertisers, such as Ford Motor Company, to partner with Captivate.
In addition to the new look, Captivate also introduced the Captivate Network Office Pulse. This new service is an extension to the company's existing research capabilities, which include customizable studies around brand lift, target audience delivery validation, cross-media impacts, pre/post test and control campaign measurement, post campaign measurement and campaign progress measurement. The Captivate Network Office Pulse is a source of office trends and insights that provide a view into the white-collar workplace and allow marketers to make more informed, strategic decisions.
In 2010 Captivate Network stepped off the elevator and into the lobby with a new event offering. Two successful campaigns – for Hyundai and Snapple – were conducted in multiple cities across the United States. These events highlighted the value experiential campaign extensions can provide clients. In addition, the events created an engaging addition to the work environment that appealed to real estate partners and their tenants who interacted with the brands throughout their day at work. These new event offerings also provide additional revenue opportunities for Captivate's real estate partners.
According to Karen Kitchen, of Brookfield Properties – which hosted events for the Hyundai Equus in New York and Los Angeles, "The event was a huge success for us in both properties, especially in Los Angeles. It was a perfect way to introduce tenants to luxury product promotional events."
Viewers saw visible enhancements to the Captivate service in 2010. In addition to the move to the horizontal format – which appealed to a majority of viewers – the company also rolled out a test of full-screen content across the U.S. and Canada. This change reflects Captivate's ongoing commitment to improve viewer satisfaction. Viewer response to this test has been very positive.
Captivate also introduced two new content partners in 2010 – both of which provided highly relevant and timely information for viewers. A partnership with AccuWeather is important because viewers consistently rate weather as a top programming feature on the network. AccuWeather will feature national and regional radar, weather news, cold and heat index, travel weather, air quality, chance or participation, pollen count and a variety of other useful content.
The other new content partnership is with Flight Aware. This partnership provides Captivate viewers with advanced flight tracking services that report flight delay information on both a national and regional level. This is a strong strategic partnership that will enhance the content Captivate is able to offer business and leisure travelers.
In addition to new services and capabilities, Captivate Network also expanded its sales and marketing team to help drive demand in key markets across North America. Cory DeWeese, the new director of sales solutions, brings 15 years of both client and agency marketing experience. DeWeese has supported a number of major brands over his career including PepsiCo, Unilever and Georgia Pacific.
To bolster the marketing team, Captivate added Kara Conti as marketing services manager. Conti has more than eight years of media planning experience including work on Qwest Communications while at Draftfcb and Liberty Mutual and Dunkin' Donuts while at Hill Holliday.
The third hire to strengthen sales and marketing has been Burke Henderson, who joins Captivate as media solutions manager. Henderson has more than five years of advertising and marketing experience. He was most recently at BRZoom where he served as the account lead for Pabst Blue Ribbon Beer – during which time the brand was named one of AdAge's hottest brands of 2009.
"Looking back over 2010," continued DiFranza, "is to see a year not only of growth for Captivate – but more importantly a year of innovations, enhancements and new services. We've seen more positive changes and new benefits for our partners, customers and viewers than in any year in the past. All of this – coupled with the steps we've taken to strengthen our staff - points to a very positive and exciting 2011."
About Captivate Network
Captivate is the leading digital news and entertainment network engaging and empowering millions of people on-the-go during the workday. Captivate operates the largest network of office elevator screens in North America and delivers unique video content and targeted advertising through elevator displays, in-building events, and digital assets. Captivate was founded in 1997 and acquired by Gannett in 2004. The company is headquartered in Massachusetts with offices throughout North America. For more information visit www.captivate.com.
SOURCE Captivate Network
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