Long boring elevator rides going down, Internet enabled elevators going up. Captivate Network announced on Thursday that the company has signed a deal with Millar Elevator Service Co. to install and
service 12-inch flat-screen panels that provide Web content. The screens will deliver news, sports and weather information from the Internet to elevators in high-rise office buildings. Mike DiFranza,
CEO of Captivate Network, said, "We think this is a pleasant diversion for people during long rides on crowded elevators. Advertisers realize there is greater and greater fragmentation in media as
they try to reach the demographics they want. We know exactly who is in these buildings, and create value for the marketers." The average office worker, DiFranza added, rides the elevator five times a
day. Captivate will sell advertising on the Web and landlords will get a cut of those dollars. DiFranza said his screen are already operating in almost a hundred buildings in New York City, Chicago,
Boston, Houston, and LA.
