Marc Kidd on Bringing His Dad's Winning Formula to Captivate

quotWhen I think about culture and goals in a management rolequot Marc comments quotI recall the times I was on the field with my father and I use his philosophy amp160He would say 39Treat people the way you want to be treated39 and 39I39m a better coach when I have better players39amp160amp160The relevant lesson today is about the people you work with in business amp160So much of the business is caught up in activity rather than action amp160We39re in the media business and want to develop longterm relationships with brands but more importantly with the people behind them amp160We try to think about our client relationships and our audiences as a marriage rather than datingquotAnother lesson Marc learned from his dad is the importance of being able to make decisions in real time amp160quotI39ll never forget a conversation we had before a game with severe weather conditionsquot Marc pictured below says quotI was concerned about the weather but my father told me not to worry about things beyond your control 39You can only react amp8211 in football sales life and business amp160and have an open attitude about how you are going to react and deal with things as they happen39 he saidquotMarc connects this lesson to his decision to join Captivate as CEO in October 2013amp160after serving almost five years as President of Media Sales at the Outdoor Channel amp160quotI had no idea about outofhome and placebased mediaquot he says amp160He accepted the job because of Mark Shapiro a wellknown media executive amp160Earlier in his career Marcamp160had been COO of Host Sports a leading sports marketing company where he became familiar with Shapiro39s work at ESPN amp160quotAfter Host I went to work for Winnercomm a producer of horse racing rodeo golf major league soccer bowling and other content for ESPN and we worked closely with Markquot he recalls amp160quotWhen Mark recommended me for the position I called my son in Chicago to discuss the opportunity amp160He gave Captivate a glowing recommendation based on his own experience as a viewer he could even identify advertisers amp160I decided to take a look and amp8230 wow Captivate reaches a primetime audience in the daytime who are desirable light TV viewers with a high disposable income and attractive demographics amp160If we could position it and present it I knew it would be a winning formulaquotHe points out that when he took over quotthis was a company developed by smart engineers that was tucked into Gannett with no fullmotion video amp160It was basically PowerPoint in the elevator amp160But I viewed the Captivate environment as the world39s largest transportation system and the first driverless cars in the ecosystem amp160We create vertical communities that range from iconic venues like the Empire State Buildingamp160to Wall Street buildings where billions in stocks are bought and sold to buildings where ads are created and media budgets are invested amp160What they all have in common is the transportation system So we refreshed the design rebranded and introduced video amp160We knew we could deliver highly targeted campaigns by market individual building and preferred audience amp160We can target by the most sought after companies job titles and age groups including Fortune 500 companies advertising agencies Csuite executives accountantsamp160and Millennials amp160There are media brands who are targeting media buyers creative agencies and marketers amp160We can target them all with the ability to deliver different messages to different customersquotIt39s fascinating that the country used to identify itself by geographic regionsquot Marc contionues amp160quotToday it39s defined by concentrations of jobs and services amp160More people are working in large highdensity office buildings in both urban and suburban areas amp160Millennials are living in the workplace nineplus hours daily amp160More people are doing Internet transactions between 9 and 5 amp160Captivate provides an uninterrupted environment to engage this audience every dayquotMarc suggests that Captivate and cinema advertising are complementary in that both can run fullmotion video when people are pausing taking a breath and in transition amp160quotWe reduce stress and anxiety in Captivate buildingsquot Marc claims amp160quotI39m bullish on placebased screen companies that have begun to get consideration from big brands amp160With mobile extensions crossdevice targeting and location visit measurement the power of location is unlockedquotThe elevatorquot he points out quotis an awkward social space amp160If there is a screen you focus on it amp160It creates a compelling environment for a message of content news and information amp160Consumers choose to tune in every day amp160Brand ads are not below the fold amp160There39s no fraud or bots amp160It worksamp160the upscale professionals who engage with Captivate multiple times a day have enormous spending power and are influenced by what39s on the screenquotMarc argues that the outofhome industry quotneeds to make it easier to buy across a footprint of digital screens amp160It will be necessary to be in a computercentric and programmatic ecosystem that includes OOH and digital amp160It39s challenging because we attract different dollars with different objectives amp160Joining with others in the space is the smart thing to do to help the industry growquotPerhaps Marc39s greatest lesson learned from his dad is how to win by recruiting the best talent and creating a culture that inspires their best performance amp160To this day Roy Kidd pictured above is listed in the top10 winning college coaches amp160At Captivate Marc Kidd believes quotwinning is defined by delivering great results for our clients that translate into longterm partnerships amp160I39m not on the sidelines watching the game anymorequot he laughs amp160quotAt Captivate we39re on the field and in the gamequotClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

Marc Kidd on Bringing His Dad's Winning Formula to Captivate

Author

Publish date

Channel

Archived in

Jack Myers

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

Marc Kidd on Bringing His Dad's Winning Formula to Captivate

Enjoying This Commentary? There's More to Love

Jack Myers

Cookies