Ad Network Eyes Cross-Platform ‘Captivation’

Advertisers last week began to get a look at the new Captivate Network. By early next year, if all goes as planned, out-of-home vendor Captivate will be more than a media play across a network of elevator screens. Marketers also will be able to tie their media campaigns to include Web and mobile platforms and on-site events, promotions and product placements in the same office buildings that carry the elevator network.

To execute its new business plan, Captivate added to its management team. Scott Lyon was named vp of marketing, coming from LATimes.com; Deanna Murray, formerly of AOL, was installed as director of content; and Heather Frugoli comes from Comcast Spotlight in Boston to be brand activation manager.

Captivate took the first step toward becoming a multimedia, integrated brand in July by launching six blogs on its Web site, produced by the company