By: Andrew Gordon
(Adweek IQ) Captivate Network Inc., the company that places digital screens in elevators to provide up-to-the-minute news and information, has changed its business strategy to woo advertisers.
The Westford, Mass.-based firm initially focused on getting into as many buildings as possible, said Nancy Jackson, vice president of marketing and programming. But now that Captivate screens are in 400 buildings in 11 cities — with 1,100 more buildings joining in the coming months — the company is working to attract companies to advertise on the screens. Captivate only places the screens in business buildings that are at least 10 stories tall. So far Captivate is in cities such as San Francisco, Boston, and New York.
“We’re delivering to 3.6 million people a month,” said Jackson. “That’s a huge audience for advertisers.”
Many are already realizing that a captive audience for anywhere from 10 floors on up is an ideal audience. Oracle, Cisco, Microsoft, and Qwest are some of the advertisers placing banner ads on the bottom-third of the screen, with news, weather, stock quotes, and other information above.
Many media companies are also providing content, such as CNN, The New York Times, and The Wall Street Journal, who are able to brand their content. Companies can also sponsor particular content, from the weather to sports scores. “We’ve been primarily focused on the larger advertisers, as we deliver a highly qualified business professional audience,” said Jackson.