Captivate Captures Industry Vets

Gail Chiasson, North American Editor

Captivate Network, Chelmsford, Mass., has added two interactive media veterans mandated to help advertisers use Captivate’s’s new custom research and measurement services, which target digital out-of-home advertising at specific segments of the ‘spend ready’ consumer audience.

Daniel Fowler, executive vice-president of sales, and Scott Marden, research director, together bring more than 40 years of digital media and research experience to Captivate Network.

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. Earlier, as vice-president of advertising and sales operations, 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, Fowler spent 10 years with Source Media as the vice-president of sales.

Prior to Captivate Network, Marden was marketing analyst at WCVB-TV, Boston, where he used comprehensive market surveys and Nielsen ratings to support regional advertising. He earlier 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, and also developed Vertis’ CustomerFocus direct market research tool, for tracking consumer behavior in various industries.

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.

Fowler and Marden join Scott Lyon, vice-president of marketing and Deanna Murray, director of content, who were the first wave of digital media-savvy executives to guide Captivate Network through its recent growth period, working with Michael DiFranza, president, general manager and co-founder, and the rest of the executive team.

“Our clients have told us they require more robust audience measurement and engagement metric data, as well as custom research,” says DiFranza. “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.”

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