Captivate Puts Elevator Ads in Empire State Building

NEW YORK Captivate Network said it has extended the reach of its advertising network with the installation of ad-powered flat-panel screens in New York’s Empire State Building’s 60 elevators.

With up to 35,000 daily visitors, the Empire State Building is one of the busiest outlets for Captivate’s elevator-ad network, which also includes Chicago’s Sears Tower. The Empire State Building agreement covers 10 years.

Captivate estimates that its video ads, shown on 5,300 screens, reach 1.6 million viewers daily in 15 U.S. markets and three in Canada. By the end of 2005, Captivate president and general manager Mike DiFranza said the Gannett-owned company would reach 2.5 million consumers per day.

The Westford, Mass.-based company’s screens show text news and entertainment from providers like USA Today, CNN and The New York Times. Fifteen-second video ads are interspersed with the editorial content.

Captivate said has more than 100 advertisers, including Cadillac, Audi and De Beer’s.

“You won’t likely find a Hyundai on our client list,” DiFranza said, pointing to Captivate’s mostly professional audience in office elevators.