Captive

January 23rd, 2007

I understand that capitalism abhors a vacuum. So it didn’t surprise me when ad-strewn programming began popping up on pint-size monitors above urinals, and flat screens materialized in the subway. But the elevator? The last bastion of anxious, corporate silence?

The shiny, silver monitor screen first made it debut just before the end of last year. The “news” content it delivers is light weight: brief, generic, feel-good CNN headlines, weather, and sports scores. On the right side of the screen, full-motion ads are in constant rotation. The copyright on the bottom center of the screen reads, Captivate Networks.

Captivate Networks describes itself as “an innovative marketing vehicle for media properties. Our network delivers a very desirable demographic of more than 2.2 million business professionals in Class A office buildings across North America every day.”

While some great ideas are hatched in boardrooms, others are born between floors. What began as a flash of inspiration during an elevator ride has grown into a leading alternative media company that delivers more than 48 million impressions a month, and is backed by Gannett, an international media powerhouse.

Today. Captivate delivers its national news, entertainment, and advertising to more than 2.2 million viewers via more than 7,300 wireless, digital screens located in the elevators of premier office towers in 21 of North America’s top markets. Captivate partners with a number of major media partners to provide programming for the network, and helps hundreds of leading brands transform downtime into Captivate Time.

Captivate Time. Love that.

Our viewers are better educated, and enjoy an annual household income nearly double the national average, giving them the purchasing power necessary to drive sales of advertisers’ products and services. Because we deliver your message to a captive audience in a focused, distraction-free environment, we have an average ad recall rate that exceeds that of most other media. We’re memorable and measurable Ð and consistently generate strong, tangible results on behalf of our clients. When it comes to keeping your story top of mind with your target customer, Captivate takes your marketing efforts to new heights.

I do my best to avert my gaze when I step into the elevators here at 1515 Broadway. But eyes respond to movement. The brain responds to stimulous. It’s a biological imperative. And more and more, it’s difficult to get away from advertising in all its forms.

You are what you consume, so chose wisely.

Or, as President Gerorge Walker Bush said on September 12th, “Keep shopping!”