Captivate Network, New York-based in-office video media network, has formed a strategic partnership with xAd, the global location marketplace, to help advertisers reach affluent and elusive professionals at multiple touch-points throughout the workday.
In a move that seamlessly integrates digital place-based and mobile ad delivery, this alliance provides advertisers with an additional platform to engage Captivate’s valuable at-work audience at the point of consideration and conversion. Through complementary mobile display ads targeted at Captivate buildings, brand messaging is reinforced to professionals who have been exposed to Captivate’s in-office elevator screens and lobby displays.
Ad delivery is 100% location-verified, based on the longitude and latitude of Captivate’s 1,800 office buildings in both the US and Canada. xAd brings Captivate’s clients the ability to not only amplify their advertising message via mobile devices but to provide viewers with a means to interact and respond.
“Advertisers are looking for integrated solutions that engage viewers and drive measureable behavior,” says Dan Levi, chief marketing officer, Captivate Network. “Through xAd’s SmartFencing technology, Captivate now offers advertisers a one-stop shop for multi-faceted campaigns that are proven to build brand awareness and impact consideration & purchasing behavior. We couldn’t be more impressed with the xAd team and their technology-driven solutions and are thrilled to be partnering with them.”
“xAd’s location targeting solutions provides a way for advertisers to amplify the reach of their out-of-home advertising with precise location-based mobile campaigns,” says Dan Hight, vice-president of platform sales at xAd. “Through this combination, Captivate allows advertisers to more effectively reach their target audience by extending their message to multiple screens.”
Soft-launched in August, this innovative service has piqued the interest of media agencies and Captivate has already activated this mobile-targeting campaign extension for select clients.
“The partnership between Captivate and xAd brings advertising clients an integrated solution that fully engages an audience of high-value, hard-to-reach professionals,” says Ray Rotolo, COO at Posterscope USA. “It reinforces the evolution from buying screens to activating audience interaction via digital place-based media. The integration of mobile also allows advertisers to start to provide performance metrics that can be used to incorporate digital place-based media into attribution models.”
In addition to operating its in-office news and information screens, Captivate offers workplace research and provides ongoing insights into the changing nature of work and the workplace. Professionals are increasingly making purchase decisions during work hours, creating opportunities for both B2B and consumer marketers.
Known for its vast network of 12,000 elevator and lobby displays located in 1,800 premier office buildings across North America, Captivate Network connects advertisers with 12 million unique monthly viewers through creative, research-driven and Nielsen-measured advertising and marketing programs. By engaging its viewers with timely news and actionable information that helps balance the personal and professional demands of the workday, Captivate provides advertisers with a highly desirable and difficult-to-reach audience of affluent and influential business professionals. Founded in 1997, Captivate is owned by Generation Partners and Gannett.
xAd is the global location marketplace bringing together buyers and sellers of ad targeting solutions focused on driving in-store traffic and sales. The company is uniquely focused on capturing in-store visitation behaviors for ad targeting, insights, and measurement solutions. The first to visualize real-time foot traffic, xAd customers include 1.5 million advertisers – including direct brand relationships, agencies, ad networks, and other demand side media companies.