From TV to Elevator Screens: A Compelling Shift for Advertisers

After a nearly twodecade journey in the broadcast television industry I found myself seeking something new Throughout those years I had the privilege of working within the programming departments of some of televisionamp8217s top and renowned brands While the experience was truly enriching I couldnamp8217t ignore the mounting challenges that the industry confronted including the pandemicamp8217s impact and the surge of streaming competitors With these factors in mind I believed it was time to expand my horizons This led me to the dynamic realm of Digital Out of Home DOOH and more specifically Captivate As the driving force behind North Americaamp8217s largest network of elevator and lobby screens Captivate captured my attentionFor me this transition was a logical step forward Just as television content entertains and informs viewers holding their attention Captivateamp8217s screens similarly engage audiences Correspondingly Captivate leverages its network to deliver targeted ads monetizing the attention these displays command However the distinctive factor lies in the audienceamp8217s experience Unlike traditional TV Captivateamp8217s viewers donamp8217t possess the luxury of changing the channel switching off the screen or unsubscribing This facet proves to be our competitive edge True to our companyamp8217s name during an elevator ride our screens monopolize attention showcasing a steady stream of informative content throughout the day Although the content format on our screens significantly differs from traditional TV shows I would argue that the dedicated time spent looking at our screens is just as impactfulOrdinarily September stands as an exhilarating period in the television domain marking the official commencement of the broadcast season Itamp8217s a time when new shows burst onto the scene ushering in the Fall season This year however brings unique challenges The simultaneous impact of the SAGAFTRA and WGA strikes has sent shockwaves not just across TV networks but also affecting streaming companies causing them to grapple with unforeseen disruptions This isnamp8217t the first time such a scenario has unfolded In 2007 the Writers Guild of America embarked on a 14week strike leaving lasting imprints on production ratings and TV schedules The current strike seems poised to inflict even more pronounced repercussions as actors join the picket lines alongside writers While itamp8217s too early to predict the full extent of this upheaval history suggests that TV networks and streamers will intensify their promotion of new lifestyle and reality content news sports game shows and old library content This backdrop compels advertisers who once enjoyed the reliability of TV in delivering key demographics to question whether TV can uphold its delivery of consistent ratings amidst these obstacles and pervasive uncertaintyMeanwhile Captivateamp8217s audience continues to flourish exemplified by over 120 YOY growth in impressions delivered by our office network Our expansion into 5400 luxury residential properties further propels this growth trajectory Bolstered by nearly 21000 screens generating around 25 billion monthly impressions our reach of 4 million households rivals that of traditional TV Further direct comparisons show that Captivate more effectively delivers core TV demos of A1834 and A2554 as compared to network TV streaming services and top scripted programming Importantly we remain immune to the strikeamp8217s impact empowered to craft tailored advertising solutions precisely aligned with your target audience and demographic preferences With advanced targeting solutions opportunities for contextually relevant content alignments and a competitive pricing structure the rationale for pivoting your digital strategy to achieve campaign delivery goals by including our network is unequivocalIn a landscape of evolving media consumption habits and industry challenges the shift from traditional TV to the new world of Captivate represents a strategic leap for advertisers Our screens seize moments that draw in attention without the luxury of channel surfing delivering a captive audience that is ready to engage with your message As the TV industry navigates disruptions Captivateamp8217s resilient growth continues poised to provide you with unmatched reach and customization Join us in embracing the future of advertising where every elevator ride and each moment spent before our screens becomes a valuable opportunity to connect with your audiencePosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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