Captivate Expands Platform With Online News Site

Mike DiFranza of CaptivateCaptivate Network, which delivers news and information to thousands of digital screens in office building elevators, is expanding its ability with an online news site, according to founder and president Mike DiFranza. The cross-platform play is a relatively new concept for place-based video networks. While the medium is growing by leaps and bounds, newer networks remain focused on building their primary infrastructure.

DiFranza promises to "take engagement to the next level with our online presence." Captivate.com is going to be a consumer Web site where viewers can learn more about the 15-second stories appearing on elevator screens. "It will also be "a platform for our advertisers to reach them on another screen," he adds.

Currently, Captivate.com is a corporate site detailing the network's scope and content for advertisers and building managers; DiFranza did not specify when the transition to a consumer news site will occur. He did reveal that the company is considering creating a widget to allow users to import the site's content to their desktop full-time.

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The site already features a number of blogs appealing to particular market niches. "Book Break" offers Captivate editors' reviews of different novels; "Green Among Gray" deals with environmental issues in the context of corporate office life; "Indulge" covers spa treatments, beauty techniques, and other lifestyle content that appeals to women; and "Quaffer" targets wine aficionados. As with regular news content, blog-related content appearing on the elevator screens will include a reminder to visit Captivate.com.

While Captivate has invested heavily in research and audience measurement, DiFranza noted that an online presence offers "another dimension of measurability" for place-based video. A consumer moved to visit the site must be relatively engaged with the content on the screens.

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