Captivate, a location-based digital video network, and Placed, Inc., have formed a partnership to connect data on consumers' exposure to ads on office lobby and elevator screens to store visits during the workday, providing a new key performance indicator for advertisers.
The relationship will offer advertisers tools to measure the real-time activity of working consumers, at the points of consideration and conversion. Placed indexes the locations and behaviors of business professionals who work in Captivate’s class A office buildings.
Brands advertising with Captivate will further be able to measure business outcomes based on foot traffic and store visits.
“Office elevators and lobby screens represent the first and last ad impression when going in and out of work,” stated David Shim, founder and CEO of Placed. “In working with Placed, Captivate and its advertisers are able to quantify the value of that first and last office impression in driving store visits and purchases.”
“Captivate reaches consumers at a natural pause point in their day when they are not bombarded by other media, so it is a natural fit to partner with Placed to measure the effect of our media on consumer behavior,” stated Neil Shapiro, vice president of digital sales at Captivate.