Today, we’re bringing you insights from Anastasia Braitsik, a global leader in SEO, content marketing, and data analytics. With an impressive track record in the digital marketing sphere, Anastasia will shed light on the exciting new partnership between Captivate and VIOOH, which aims to expand digital out of home advertising across North America’s premium office and luxury residential properties. Let’s dive right into the discussion.
What inspired the partnership between Captivate and VIOOH?
The idea for the partnership came from a shared vision to revolutionize the digital out of home (DOOH) advertising space. Captivate has always been driven by the need to connect brands with high-value audiences where they work and live. VIOOH’s advanced technology platform and global presence made them the perfect partner to extend this vision. Their ability to offer a streamlined programmatic advertising experience was a significant factor in choosing them.
What does VIOOH bring to the table in this new partnership?
VIOOH brings a wealth of technological expertise to the partnership. Their cutting-edge platform seamlessly connects buyers and sellers in the DOOH space, enhancing the programmatic advertising experience. This means advertisers can access Captivate’s extensive inventory more efficiently and effectively, reaching audiences in premium locations with precision and maximum impact.
How will this partnership impact Captivate’s footprint in North America?
This partnership is a game-changer for Captivate’s presence in North America. We expect to reach numerous new markets, significantly expanding our network across the US and Canada. By leveraging VIOOH’s platform, we can target more major cities and regional areas, ultimately connecting brands with a broader range of high-value consumers and B2B decision-makers.
Can you explain the significance of Captivate’s premium office and luxury residential properties for advertisers?
Office towers and residential properties are prime locations for advertisers because they offer access to a captive, high-value audience. These environments are filled with professionals, parents, and high-income individuals. In offices, brands can target decision-makers throughout the workday, while residential properties offer a unique opportunity to reach consumers at home, where engagement levels are often higher.
What are the key features of Captivate’s Office Network?
Captivate’s Office Network includes numerous elevator and lobby displays strategically placed in premium office towers. These displays effectively target high-income consumers and influential B2B decision-makers, generating meaningful engagement. The constant visibility during the workday ensures that brands maintain top-of-mind awareness among professionals.
How does the Residential Network differ from the Office Network?
The Residential Network is unique because it connects brands with upscale consumers in their homes through elevator and lobby displays in luxury residential properties. This network reaches professionals, parents, and high-income shoppers in a more relaxed setting, increasing the likelihood of capturing their attention and fostering brand loyalty.
Can you tell us more about the Student Housing Network offered by Captivate?
The Student Housing Network is an excellent way for brands to connect with Gen Z consumers. These displays are located in luxury, off-campus housing, offering valuable touchpoints close to retail areas. This not only drives sales but also helps build loyalty among young shoppers who are just beginning to establish their brand preferences.
How does real-time trading across programmatic DOOH benefit advertisers?
Real-time trading offers advertisers enhanced flexibility, allowing them to adjust their campaigns on the fly based on performance data. This agility leads to more efficient use of advertising budgets and the ability to target audiences with precision. Ultimately, it results in better ad performance and higher engagement rates.
What measurement solutions does Captivate provide to advertisers?
Captivate offers robust measurement solutions that ensure ad campaigns are successful. We use specific metrics like viewability, engagement rates, and conversion tracking to measure growth and value for brands. These insights help advertisers fine-tune their strategies to maximize impact and ROI.
How does this partnership with VIOOH strengthen Captivate’s market position?
VIOOH’s global network significantly enhances Captivate’s offerings, providing a broader reach and more advanced targeting capabilities. This collaboration allows us to offer advertisers even more powerful connections with premium audiences, strengthening our market position and delivering exceptional value.
What do you see as the future of digital out of home advertising following this partnership?
The future of DOOH advertising looks incredibly promising. As technology continues to evolve, we’ll see more sophisticated targeting and measurement capabilities, making DOOH a more integral part of the advertising mix. Advertisers will have newer opportunities to engage audiences in meaningful ways, driving growth and innovation in the industry.
