To reach business professionals, 12 media brands have partnered with location-based digital video network Captivate to run content across its 12,000 elevator and lobby displays in office buildings across North America.
These screens, which are located in 1,800 buildings, display news and information, such as weather and traffic updates, weekend recommendations for the best local music and food, and daily news updates on business and entertainment.
Captivate’s new media partners include Bloomberg, The Hollywood Reporter, Billboard, Quartz and Vox Media brands, including Vox, The Verge, SB Nation, ReCode, Racked, Polygon, Eater and Curbed, as well as Influenster, CBC, theSkimm, sports video-focused Stadium (previously 120 Sports) and Mogul.
Each piece of content is edited by a team to make them “snackable” —something that viewers can retain within 15 seconds, according to Captivate. The content runs from 7 a.m. to 7 p.m. in 15-second increments. Content can be customized according to the time of day and market.
Local content will be provided by entertainment curating company DoStuff, traffic information and parking data by INRIX.
“With the ever-changing workforce, it’s imperative that we continue to improve our content mix to cater to the viewers’ interest and provide value to their workday,” stated Lorenzo Papa, Captivate’s EVP of advertising sales. “These new providers add just the right mix of business, sports and entertainment content that our audience seeks and our advertising partners want to align with.”
Captivate now has more than 100 content partners, including Forbes, The Wall Street Journal and CNNMoney.
The company claims one in four people that engage with the displays visit a website to learn more about the brand.