Captivate Launches Suburban Network

NEW YORK Captivate Network, the company that pioneered ad-supported digital video content in office elevators, said it would launch the Captivate Suburban Network to complement its current Office Tower Network.

The Suburban Network will include a pedestal display for office lobbies in a 40-inch size and wall mount screens available in 26- and 40-inch displays.

“A few years ago, we began to experiment with lobby displays in the suburban office market,” said Mike DiFranza, president and general manager of Westford, Mass.-based Captivate, which is owned by Gannett. “This opens up a whole new space for us.”

Founded a decade ago, Captivate’s Office Tower Network now reaches more than 2.3 million viewers daily in 21 markets. It’s also doing a brisk advertising business, up 12.3 percent in the second quarter, Gannett reported. Advertisers that have used Captivate include Lexus, AT&T, Toyota, BMW, FedEx, Discovery Channel, Verizon, BlackBerry and American Airlines.

For the introduction, Captivate is offering the Suburban Network at no additional cost to the real estate community and is already in negotiations with several companies, DiFranza said.

Captivate is also improving its Office Tower Nework by adding features such as floor numbers and elevator direction on screen, plus a tenant name feature that provides branding value for building owners and tenants.

Both networks rely on content from several providers including USA Today, Canadian Press, Associated Press, The Washington Post, Wired, CNN, Forbes and Citysearch, among others.

As Captivate expands from elevators to lobbies, the Wall Street Journal Office Network said Monday it would expand from lobbies to elevators.