Pros Bring Years of Experience in Interactive Media and Custom Research to Captivate as it Pioneers New Standard for Advertiser ROI

May 14, 2009, 09:00 ET from Captivate Network

Seasoned team with deep digital media experience guides brand managers, strategic planners and media buyers to success using Captivate Network's new multi-platform offerings

CHELMSFORD, Mass., May 14 /PRNewswire/ -- Captivate Network has expanded its executive team with two interactive media veterans who will help advertisers use the company's new custom research and measurement services to target digital out-of-home advertising at specific segments of the "spend ready" consumer audience.

The first of Captivate's new services, announced May 5, provides brand managers, strategic planners and media buyers with metrics that show how spend-ready consumers respond after viewing advertising content. Spend-ready consumers are broadly defined as educated professionals earning more than $75,000 per year. Captivate Network targets spend-ready consumers in their workplaces through multiple platforms, including digital screen networks and an interactive Web site featuring original news and entertainment content.

Captivate Network's management team now has even deeper understanding of digital media, backed by years of consumer engagement testing, providing Captivate Network clients with the tools necessary to gain maximum return on their advertising investments. The team's new responsibilities include helping clients focus their advertising strategies and using custom research such as intercept and online methodologies to provide in-depth data on consumer behavior.

Who's who at Captivate

Executive Vice President of Sales Daniel Fowler and Research Director Scott Marden together bring more than 40 years of digital media and research experience to Captivate Network. They join Vice President of Marketing Scott Lyon and Director of Content Deanna Murray, who were the first wave of digital media-savvy executives to guide Captivate Network through this significant growth period. Other executive team members include President, General Manager and Co-Founder Michael DiFranza; Vice President of Technology and Real Estate and Co-Founder Todd Newville; Vice President of Engineering and Technical Operations and Co-Founder Raymond Pineau; and Vice President and Business Manager Kent Stout.

Fowler spent seven years at America Online in executive sales management positions. From 2004 to 2007, as senior vice president of sales, he led AOL's efforts in capturing advertising market share outside the Fortune 500. As vice president of advertising and sales operations from 1999 to 2003, he built the Internet advertising organization at AOL's local online Digital City Division where he led the sales team to $130 million in annual advertising sales. Prior to AOL, Mr. Fowler spent 10 years with Source Media as the vice president of sales.

Lyon, as director of marketing and general manager for, managed the Web site's rebrand and redesign, turning it into a regional portal and increasing user registration by more than 200 percent. He has also held management positions at Turner Broadcasting and Sony interactive gaming.

Marden directed research at targeted marketing solutions provider Vertis Communications for more than 10 years. He launched the company's benchmarking survey for measuring advertising performance in 2008. Marden also developed Vertis' CustomerFocus direct market research tool, which tracks consumer behavior in industries such as insurance, consumer goods, financial services and automotive. Marden's research experience also extends to the broadcast media. Prior to Captivate Network, he was marketing analyst at WCVB-TV, the ABC affiliate in Boston, where he used comprehensive market surveys and Nielsen ratings to support regional advertising.

Murray worked at AOL on AIM (AOL Instant Messenger) and AIM Pages. She also served as director of content for one of AOL's vertical channels, RED, and wrote AOL's popular Dear Dee blog, an advice column. Before AOL, Murray was a newspaper reporter who won Associated Press Reporter of the Year honors.

"It's no coincidence that we have enhanced our already stellar team with seasoned executives from the digital marketplace," said DiFranza. "Our clients have told us they require more robust audience measurement and engagement metric data, as well as custom research. These industry veterans understand the need for measurement and are driving our employees to provide the most comprehensive measurement data in the DOOH industry resulting in true advertiser satisfaction."

About Captivate Network

Captivate Network is the leading media solutions company in the out-of-home video advertising market. Through multiple touch points - on-screen, on-line and on-site - Captivate enables advertisers to engage a highly desirable and targeted audience of nearly 3 million employed, "spend-ready" consumers at a time and place when they are most inclined to make business and personal buying decisions. Captivate was founded in 1997 and acquired by Gannett in 2003. The company is headquartered in Massachusetts, with offices throughout North America. For more information visit

SOURCE Captivate Network