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.