Captivate Network Adds Thomson Reuters Content
Gail Chiasson, North American Editor
Captivate Network, Chelmsford, Mass, has teamed up with Thomson Reuters to provide Captivate’s nearly 3 million viewers with international and business news, including text, photography and video.
The deal puts Thomson Reuters’ world-class content on Captivate’s 8,900 screens in 19 major U.S. and five Canadian cities as well as online.
“While traditional marketing tends to be a one-time event, we reach viewers several times every day, so they can come to rely on the information and form a relationship with our brand,” says Christopher Burtt, global signage product manager for Thomson Reuters. “Because we offer information in a dynamic way, it keeps them interested and encourages them to follow up on the headlines online.”
Unlike digital networks that stream straight news copy or RSS feeds, Captivate Network uses text and images from partners such as Thomson Reuters to produce original content that holds viewers’ attention as they walk through lobbies and ride elevators.
“Our audience has diverse interests and we strive to produce content that engages them every time they interact with our network,” says Michael DiFranza, Captivate president and general manager. “Our viewers expect a blend of business, local, sports and world news as well as entertaining content such as trivia and Word of the Day. A working relationship with Thomson Reuters, one of the world’s highest-quality news gathering organizations, is a huge advantage in satisfying the sophisticated and diverse tastes of the audience that watches Captivate Network.”
In addition to providing content, Thomson Reuters is also launching an advertising campaign on Captivate Network’s digital screen network, which covers almost 1,000 North American office towers in 15 of the top 20 major metro areas.