Multi-Screen Ad Campaigns to Reach Business Professionals Across DOOH and Mobile Screens
NEW YORK, NY — Captivate, a leading in-office, digital out-of-home (DOOH) advertising network, has formed a strategic partnership with xAd, a location-based mobile advertising provider. The partnership will help advertisers to deliver multi-screen advertising campaigns to business professionals throughout the workday across mobile and digital out-of-home screens.
According to Captivate, the partnership will provide advertisers with a platform to engage Captivate’s audience using complementary mobile display ads targeted alongside Captivate’s in-office elevator screens and lobby displays. Ad delivery is location-verified, based on the longitude and latitude of Captivate’s 1,800 office buildings in the US and Canada. Advertising message displayed on Captivate’s network will be amplified via xAd’s platform to mobile devices in proximity to elevator and lobby screens and provide people with a means to interact and respond.
Captivate has already activated mobile-targeting campaign extensions for select clients. “The partnership between Captivate and xAd brings advertising clients an integrated solution that fully engages an audience of high-value, hard-to-reach professionals,” said Ray Rotolo, Chief Operating Officer at Posterscope USA. “It reinforces the evolution from buying screens to activating audience interaction via digital place-based media. The integration of mobile also allows advertisers to start to provide performance metrics that can be used to incorporate digital place-based media into attribution models.”
“We are pleased to partner with Captivate, a leader in the digital advertising space,” said Dan Hight, Vice President of Platform Sales at xAd. “xAd’s location targeting solutions provides a way for advertisers to amplify the reach of their out-of-home advertising with precise location-based mobile campaigns. Through this combination, Captivate allows advertisers to more effectively reach their target audience by extending their message to multiple screens.”
In addition to operating its in-office news and information screens, Captivate is the leader in workplace research and provides ongoing insights into the changing nature of work and the workplace. Professionals are increasingly making purchase decisions during work hours, creating opportunities for both B2B and consumer marketers.
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital place-based screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.