Captivate Installs Changes for Elevator Advertisers

BOSTON Making it easier for television advertisers to place spots on its network of office elevator screens, Captivate Network said it would extend ads from 10 to 15 seconds, consistent with the TV standard.

Westford, Mass.-based Captivate also redesigned its graphic layout to make it easier to re-purpose print ads. Changes begin rolling out this week.

“The use of Captivate in our FedEx NFL media mix has helped us . . . communicate with football fans during the course of the workday. Now, we can convert mainstream creative to run in this medium as well,” said Ellie Harvey, FedEx senior marketing specialist.

Captivate is seen on approximately 4,500 screens, delivering nearly 30 million impressions per month, according to the company, a unit of Gannett.

Captivate advertisers in addition to FedEx include the AARP, British Airways, Ernst & Young, IBM, Polaroid and Volkswagen, among others. Captivate delivers national and local news, stock quotes, weather reports, sports scores and entertainment updates.

—Brandweek staff report