Adrian J Cotterill, Editor-in-Chief
Captivate, the only premium video network that delivers 100% viewable, fraud-free, brand-safe media in impactful locations across North America, today announced the official launch of Programmatic Content Alignment, a first-to-market solution that brings contextual targeting capabilities to digital out-of-home programmatic advertising.
This innovative offering allows advertisers to align their programmatic campaigns with relevant content categories across Captivate’s network of 22,000 screens, leveraging the company’s portfolio of premium content from an impressive roster of over 200 world-class content partners. The launch extends this contextual targeting functionality that has been long available in Captivate’s direct campaigns to the programmatic space.
“Programmatic Content Alignment extends one of our most powerful direct advertising strategies into our programmatic ecosystem,” said Leigh Lowery, Chief Growth Officer at Captivate. “We’ve seen firsthand how aligning ads with relevant content drives stronger campaign performance for our direct clients, and now we’re making this strategic feature available to programmatic buyers for the first time.”
The new offering builds upon Captivate’s suite of premium programmatic products, providing advertisers with enhanced targeting precision while maintaining the efficiency and flexibility of programmatic buying. Through Programmatic Content Alignment, advertisers can strategically place their messages alongside specific content categories that align with their brand, such as business, travel, lifestyle, weather, and financial information.
This approach has proven powerful, with research showing that contextually relevant ads are considered 60% more relevant by consumers, make them 2.5x more likely to take action, and leave 85% more receptive to future ads from the brand (SOURCE: Seedtag/Nielsen, 2022). With over 120 sponsorable content segments available, brands can create more relevant advertising experiences or choose to avoid appearing next to content categories that aren’t suitable for their campaign.
“As the advertising landscape evolves, we’re committed to developing innovative solutions that deliver both performance and relevance,” said Stephen Williams, SVP, Programmatic and Innovation Strategy at Captivate. “Programmatic Content Alignment represents the next evolution in our programmatic capabilities, giving brands the tools they need to create more meaningful connections with our audience of business decision-makers and affluent consumers.”
Available initially through Place Exchange as a Programmatic Guaranteed solution for qualified campaigns, Captivate plans to expand availability to additional SSP partners. Programmatic Content Alignment combines the efficiency of programmatic buying with the impact of contextually relevant messaging.
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