At Home, In the Office or On the Go, Captivate Connects with Consumers

With 25 years in the outofhome industry Captivate is best known for its digital screens in office buildings and elevators In recent years the company has expanded into other highvalue locations including residential and hotel lobbies universities and even in golf carts all places where Americans make business and consumer buying decisions Overall Captivate reaches 75 million viewers in 101 markets on 30000 screensOf course over the last 18 months the work environment has changed dramatically which impacts Captivate and its ad partners When will more companies get their workers back into the office How many workers will stay home for good Is hybrid work the preferred solution To track it all Chief Marketing Officer Scott Marden has become an inhouse data scientistquotWe39ve had to become fortune tellers and forecastersquot Marden said quotUsing our data insights we39re advisors and trend spotters for our clientsquotSince the pandemic began Marden pores over daily data and information on COVID19 infection rates and vaccination rates He also tracks how many workers are returning to offices and companies39 latest plans Captivate39s firstparty research conducted with a panel of business executives adds valuable insight That information helps its advertising partnersquotTo understand outofhome and inhome behavior we have to know when and where people were traveling to or not travelingquot Marden explained quotThen we can better understand their pathsquotAccording to Captivate39s latest research 60 of workers in August said they had a timeline for returning to the office up from 49 in May 2021 and 38 in March 2021 Hybrid work where employees come in a few days a week is gaining popularity In August 63 of respondents said their company was planning a hybrid return up from 46 in May 2021 and 41 in March 2021Captivate39s research helps its clients develop their advertising campaigns For example new data indicates that Tuesday and Wednesday are the most popular days for workers to go to the office followed by Thursday and then Monday and FridayAdvertisers can use that information two ways Marden noted If a client wants maximum reach then the hightraffic midweek would be best Alternatively if they want more exposure and exclusivity then they should advertise on lesstrafficked Monday and Friday Also Marden said Monday and Friday are days when executives are likely to be in the office so messaging on those days could reach highlevel decisionmakersWith Americans working from home and in the office Marden said advertisers have new ways to reach them Businesstobusiness advertisers have opportunities to connect in new locations while B2C advertisers have visibility in new places including the office residential and golf coursesquotConnecting the journey from home to work and home again is very beneficial for our clientsquot he saidCaptivate surveys track consumer behavior inoffice at home and on personal time B2C advertising is one of its fastgrowing sectors and brands want to reach potential customers with discretionary incomeAlong with placebased advertising Captivate offers targeted digital advertising and can direct ads to digital devices by location education income occupation and even by company That applies to mobile devices personal computers and work computersAmong B2B advertisers Marden said business services technology software hardware and cloud computing are all hot categories and among B2C advertisers packaged goods business is growing rapidlyWhile it supports its advertising clients Captivate is also responding to changing market conditions with innovations including new products and additional placements When mandates on masking in public places and temperature checks became commonplace Captivate introduced new health and wellness kiosks Outfitted with its digital screens the kiosks check temperatures scan for masks and even offer hand sanitizing dispensers all while streaming Captivate content and advertisingTo reach consumers in new locations the company is expanding into more condominiums and highrise buildings as well as fitness centers and hospitals Building owners can use the screens to add their announcements such as package notifications or mask requirements which increases their utility Marden notedquotWe39ve gathered a lot of new data during the pandemic which helped our business and helped us adaptquot he saidWhile locations are critical what sets Captivate apart from other digital OOH services is its great content Marden added The company works with hundreds of content partners to supply news entertainment and lifestyle programming Captivate has recently been adding more local news weather and transit information Live editors update the content around the clock so users get the latest breaking news and fresh featuresFrom ads to content Marden said Captivate continues to offer consumers and marketers the highestquality digital outofhome experience quotDuring volatile times research development and innovation are key things and I39m proud of what we39ve done here with new products and how we39ve supported clientsquot he saidClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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At Home, In the Office or On the Go, Captivate Connects with Consumers

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Alli Romano

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At Home, In the Office or On the Go, Captivate Connects with Consumers

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