Contextual Advertising and Today’s Flexible Workspaces are the Perfect Pairing

Similarly, some companies feel that the traditional, long-term lease may no longer fit their work model and real estate needs. They found new freedoms in exploring a hybrid experience, extending flexibility to their employees and increasing their ability to adapt to the needs of their business. Many turned to a growing number of coworking spaces. In fact, the number of co-working spaces, also known as flexible workspaces, in the U.S. rose from 4,000 in 2017 to 6,200 in 2022, an increase of more than 50%.

Companies are now recognizing the importance of offering flexible work arrangements in order to attract and retain top talent. In today's fast-paced and constantly evolving business landscape, a competitive salary and benefits package alone is no longer enough. Providing the option for employees to work from various locations and during preferred hours has become one way that companies increase job and workplace satisfaction.

For that reason, today’s businesses are increasingly turning to flexible workspaces, like those offered by WeWork, to provide employees with fully-furnished and customizable alternatives to the traditional office. These spaces have all the amenities of the traditional office — plus more — but do not require long-term lease agreements, utility costs, maintenance costs, and stagnant size arrangements, allowing easy scalability in a time when businesses are in flux. And now, WeWork offers bonus amenities like digital screens to keep workers informed, entertained, and engaged during their work day.

The New Frontier for High-Value Professionals

High-value professionals, especially, are in high demand and sought after by companies for their contributions to the success of the organization. In this new era of hybrid and remote work, these prospects are looking for a dynamic, modern, and inspiring work environment with benefits, perks, networking, and amenities that make the company they invest time in worth their commitment.

They are typically affluent consumers and influential business decision makers — the hard-to-reach consumer whom most brands would love to engage. But how can your brands get inside the walls of this new world to meet these consumers in the most available moments of their day? The answer lies in the perfect pairing of curated content on digital screens and these upscale, modern co-working spaces.

Engaging the Audience

Much like the workplace, the digital advertising realm is changing. Privacy issues are forcing major browsers to disallow third-party tracking, and cookie-based advertising is no longer at the forefront of great advertising strategies. In 2020, just as remote work was ramping up, nearly half of digital media professionals responding to one survey said that the loss of third-party tracking was their biggest digital media challenge.

And that doesn't even account for the increased use of ad-blockers and general numbness to internet ads. According to one Hubspot article, there are nearly 200 million ad block users around the world, and over half of the users who see banner ads don't trust them enough to click on them.

This makes it harder than ever for brands to reach the type of high-value professional who drives the decision-making process — the same type of professional who is now spending the bulk of their days in inviting workspaces that encourage networking and a work-life balance, all in, as a Gensler survey puts it, “an effort make the office feel like a destination rather than an obligation.”

This is where digital screens and curated content come into play. Today’s digital screens, placed in these upscale locations, offer a constant stream of real-time, relevant content that appeals to viewers and draws both their eyes and their attention.

The right digital network provides a continuous feed of desirable content, such as national and local news, sports scores, stock updates, uplifting stories, transit information, and more. When placed in areas where a highly coveted demographic like those working at popular WeWork locations gather, this engaging experience is a prized amenity — and the perfect place to include contextually relevant ads right alongside the relevant content the audience loves.

The Benefits of Reaching Your Audience in a Modern, Inspiring Space

Ad agencies today have a prime opportunity to help their brands make inroads into this new frontier. The best digital screens provide workers in the space something to do when they have downtime and a way to bond with fellow workers. Ads on digital screens offer brands the ability to target specific audiences by demographic, industry, company size, job title and more. This ensures ads resonate and influence the audience to intentionally return to their desk just to research, explore, and purchase.

By placing relevant ads alongside content that workers in a co-working space are actively engaged with, advertisers create a win-win situation. Targeted, desirable ads reaching these workers at multiple times throughout their day lead to influence that drives both personal and professional purchasing decisions. Ads that are relevant to the type of work employees are already doing and the lifestyles they have in common give workers a conversation starter and help encourage a sense of community in these spaces.

Today’s Successful Brands Start Here

Members of coworking spaces like those at WeWork are early adopters of technology and influential decision-makers in both their professional and personal lives. It only makes sense that Captivate, with one of the largest digital screen footprints in North America, would partner with WeWork to offer these upscale, hard-to-reach professionals the best amenities and value-rich content possible.

To that end, Captivate delivers WeWork's highly impressive audience to advertisers. With advanced ad targeting, curated, relevant content and programming, and advanced measurement and attribution solutions, it’s a marketing strategy that brands won’t want to ignore. Visit us today to see how Captivate’s turnkey communication solution can help your brands thrive among today’s leading, hard-to-reach audiences.

Self-published at MediaVillage through thewww.AvrioB2B.complatform.

Click the social buttons to share this content with your friends and colleagues.

The opinions and points of view expressed in this content are exclusively the views of the author and/or subject(s) and do not necessarily represent the views of MediaVillage.com/MyersBizNet, Inc. management or associated writers.