I know we speak for many when we say this past year was challenging on many levels. From the beginning, the Captivate mantra was to embrace change, seek strategic partnerships and innovate to emerge a better and stronger partner for our clients.
Our foundation has always been grounded in the quality audience the Captivate network can deliver. With this as a guide, Captivate formed partnerships with media companies that can deliver the same high-value audience in captive environments at various points along the consumer journey where they live, work and play.
With Canadians working from home and weathering various stages of lockdown, MaxTV & IHN Network were natural partner extensions to deliver an influential audience of consumers at home in residential properties via Captivate | RESIDENTIAL. Portl Media’s rapidly growing rideshare network is another key extension branded as Captivate | RIDE which reaches active consumers in a captive environment. Both networks compliment the robust Captivate | OFFICE network reaching influential B2B decision makers. There are 370K+ unique viewers currently back at the office in Captivate buildings across Canada with positive projections over the coming weeks as restrictions lift and vaccine roll-out continues.
Campaign targeting capabilities are more robust in partnership with MiQ. Our new customized planning tool enables more effective audience targeting that uses a combination of location data, mobile data and browsing behaviour data. The partnership also includes cross-device amplification and attribution measurement of Captivate campaigns.
Additionally, continued emphasis on making inventory discoverable across DSP of choice for clients now includes Broadsign Reach, which makes buying Captivate even easier.
We did not only rely on strategic partnerships to move our company forward. Captivate took to heart the saying “necessity is the mother of invention” and launched our first new product in 25 years that is rolling out across Canada and the U.S. to enhance health & safety protocols for consumers entering office buildings. Captivate | SCAN is a multi-purpose communication display featuring Captivate content, brand advertising and custom property messages that also scans for body temperature, detects for face masks, and dispenses hand sanitizer.
Exciting new announcements are on the horizon for 2021 – most notably a new on-screen look! In addition to the sleek design, the new Captivate will deliver a larger ad window, enhanced video capabilities, new IAB on-screen products and more.
While it has not been an easy year, we are proud of the vision, our new partners and the work that has enabled us to emerge a more robust network delivering higher value to brands.
Date Published: March 11, 2021
Author: Captivate