Contextual Advertising and Today’s Flexible Workspaces are the Perfect Pairing

Similarly some companies feel that the traditional longterm lease may no longer fit their work model and real estate needs They found new freedoms in exploring a hybrid experience extending flexibility to their employees and increasing their ability to adapt to the needs of their business Many turned to a growing number of coworking spaces In fact the number of coworking spaces also known as flexible workspaces in the US rose from 4000 in 2017 to 6200 in 2022 an increase of more than 50Companies are now recognizing the importance of offering flexible work arrangements in order to attract and retain top talent In today39s fastpaced and constantly evolving business landscape a competitive salary and benefits package alone is no longer enough Providing the option for employees to work from various locations and during preferred hours has become one way that companies increase job and workplace satisfactionFor that reason todayamp8217s businesses are increasingly turning to flexible workspaces like those offered by WeWork to provide employees with fullyfurnished and customizable alternatives to the traditional office These spaces have all the amenities of the traditional office amp8212 plus more amp8212 but do not require longterm lease agreements utility costs maintenance costs and stagnant size arrangements allowing easy scalability in a time when businesses are in flux And now WeWork offers bonus amenities like digital screens to keep workers informed entertained and engaged during their work dayThe New Frontier for HighValue ProfessionalsHighvalue professionals especially are in high demand and sought after by companies for their contributions to the success of the organization In this new era of hybrid and remote work these prospects are looking for a dynamic modern and inspiring work environment with benefits perks networking and amenities that make the company they invest time in worth their commitmentThey are typically affluent consumers and influential business decision makers amp8212 the hardtoreach consumer whom most brands would love to engage But how can your brands get inside the walls of this new world to meet these consumers in the most available moments of their day The answer lies in the perfect pairing of curated content on digital screens and these upscale modern coworking spacesEngaging the AudienceMuch like the workplace the digital advertising realm is changing Privacy issues are forcing major browsers to disallow thirdparty tracking and cookiebased advertising is no longer at the forefront of great advertising strategies In 2020 just as remote work was ramping up nearly half of digital media professionals responding to one survey said that the loss of thirdparty tracking was their biggest digital media challengeAnd that doesn39t even account for the increased use of adblockers and general numbness to internet ads According to one Hubspot article there are nearly 200 million ad block users around the world and over half of the users who see banner ads don39t trust them enough to click on themThis makes it harder than ever for brands to reach the type of highvalue professional who drives the decisionmaking process amp8212 the same type of professional who is now spending the bulk of their days in inviting workspaces that encourage networking and a worklife balance all in as a Gensler survey puts it amp8220an effort make the office feel like a destination rather than an obligationamp8221This is where digital screens and curated content come into play Todayamp8217s digital screens placed in these upscale locations offer a constant stream of realtime relevant content that appeals to viewers and draws both their eyes and their attentionThe right digital network provides a continuous feed of desirable content such as national and local news sports scores stock updates uplifting stories transit information and more When placed in areas where a highly coveted demographic like those working at popular WeWork locations gather this engaging experience is a prized amenity amp8212 and the perfect place to include contextually relevant ads right alongside the relevant content the audience lovesThe Benefits of Reaching Your Audience in a Modern Inspiring SpaceAd agencies today have a prime opportunity to help their brands make inroads into this new frontier The best digital screens provide workers in the space something to do when they have downtime and a way to bond with fellow workers Ads on digital screens offer brands the ability to target specific audiences by demographic industry company size job title and more This ensures ads resonate and influence the audience to intentionally return to their desk just to research explore and purchaseBy placing relevant ads alongside content that workers in a coworking space are actively engaged with advertisers create a winwin situation Targeted desirable ads reaching these workers at multiple times throughout their day lead to influence that drives both personal and professional purchasing decisions Ads that are relevant to the type of work employees are already doing and the lifestyles they have in common give workers a conversation starter and help encourage a sense of community in these spacesTodayamp8217s Successful Brands Start HereMembers of coworking spaces like those at WeWork are early adopters of technology and influential decisionmakers in both their professional and personal lives It only makes sense that Captivate with one of the largest digital screen footprints in North America would partner with WeWork to offer these upscale hardtoreach professionals the best amenities and valuerich content possibleTo that end Captivate delivers WeWork39s highly impressive audience to advertisers With advanced ad targeting curated relevant content and programming and advanced measurement and attribution solutions itamp8217s a marketing strategy that brands wonamp8217t want to ignore Visit us today to see how Captivateamp8217s turnkey communication solution can help your brands thrive among todayamp8217s leading hardtoreach audiencesSelfpublished at MediaVillage through the wwwAvrioB2Bcom platformClick the social buttons to share this content 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

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Contextual Advertising and Today’s Flexible Workspaces are the Perfect Pairing

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Jim Lecinski | Clinical Marketing Professor | The Insomnia Cookies Case - The GOST Model Taught at Northwestern - By Mike Linton

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