QuoteMedia, Inc. (QMCI.OB) continues to play a key role in providing valuable information to the upscale business audience that Captivate Network is attempting to capture. Captivate is a digital out-of-home news and entertainment network focused on reaching consumers during regular business hours. Currently, the programming is being delivered to elevators within premier office towers of 23 cities across North America.
The ability to show real-time information is what makes Captivate’s programming so unique. No RSS feeds are used. Captivate employs an interactive editorial team with strong journalism backgrounds to provide breaking news coverage and live programming to its target audience. Company research has shown that 50 percent of viewers responding cite Captivate as their primary news source during the day.
“We firmly believe that we must earn the viewer’s attention with engaging content. We employ a live editorial team, not RSS feeds, in order to hand-select and boil down information into readable, digestible tidbits to feature on the network. RSS feeds can’t do that,” stated President and General Manager of Captivate, Mike DiFranza.
Captivate has announced expanded programming with additional product offerings and additional new content partners, including the Canadian Economic Press News, Ecovert.ca, and CP Images. There are now over 100 content partners providing information in categories such as health, news, travel, entertainment, and business.
More city-specific information will now be relayed through a “Local Link” that will provide customized event listings, local weather and news, and local messages. About 30 percent of Captivate’s coverage is at the local level, whereas other out-of-home networks mainly provide national content. Some examples of what local news would include focus on public transportation delays and weekend weather updates.
Captivate has added a number of consumer-facing blogs to provide a more personal touch to programming, as well as to draw viewers to access the information via their desktops. To entice the audience, the editorial team pulls blog entries that focus on viewer’s most popular topics. The audience can learn more about the best, reasonably-priced new wines from about the world through “The Quaffer”. Consumers can read sassy and opinionated reviews on new movies and DVDs from “People Tell Me I Look Like Han Solo”. There is even a French-language blog for the Montreal audience about films and books available in Le Sous-Bois.
According to DiFranza, “Captivate has taken a radically different approach with live and original programming, valuable local information and the creation of blogs that bring our content to the viewer’s desktop.”
Captivate has over 8400 screens that deliver over 55.6 million impressions per month. Studies have shown that the company already earns an average 48-percent total ad recall. With its new expanded programming, the recall rate is expected to increase.
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