Captivate moves to standard 15-second ads
By Adnews Staff
Out-of-home advertising company Captivate Network of Westford, MA has redesigned the format of its ads. The company operates an inventory of video screens in the elevators of office buildings in Toronto, Calgary and Vancouver. The ads displayed on these screens have been lengthened to 15-seconds in order to make them consistent with standard television commercials. In addition, the firm has added a third programming window to each display to improve the balance between programming, advertising and sponsorship messages. According to the company, this change is in response to advertiser and viewer preferences. "In today's fragmented media environment, it has become critical for advertisers to leverage their creative assets across multiple media platforms if they hope to reach today's consumer," said Captivate president Mike DiFranza. "Our new advertising format will allow our advertising clients to leverage these creative assets with minimal modifications." Captivate advertisers in Canada include Oracle, Microsoft, Toyota, Pfizer, Franklin Templeton, the Globe & Mail, Bell Canada, Expedia and Lexus.