Captivate Network

About Captivate Network

Captivate Network operates as a digital-out-of-home (DOOH) media company, providing high-resolution video content on a network of displays in office building elevators and lobbies across North America. The company was conceptualized by Mike DiFranza, who, along with co-founders Todd Newville and Ray Pineau, launched the business in October 1997 to alleviate the awkwardness of crowded elevator rides. The first installation occurred in Boston's Seaport Hotel in October 1998.

A significant milestone was the March 2001 merger with Canadian competitor Elevator News Network (ENN), creating the largest elevator media network in the region. Gannett Co., Inc. acquired the company in April 2004, later spinning it out in September 2013 into a separate entity co-owned by private equity firm Generation Partners to foster more rapid growth. This restructuring also saw the appointment of Marc Kidd as CEO. In 2014, Captivate acquired the Wall Street Journal Office Network, which expanded its footprint into building lobbies and solidified its position as the largest office media network.

Captivate's business model centers on two primary client groups: advertisers and real estate partners. For advertisers and agencies, the company offers access to a hard-to-reach and affluent audience of business professionals during their workday. Revenue is generated through the sale of advertising slots on its network of over 22,000 screens, offering both direct and programmatic buying options. For corporate and real estate clients, Captivate provides a communications solution, enabling property managers to broadcast real-time messages and building information to tenants, thereby enhancing the tenant experience and aiming to improve retention rates.

The service delivers a mix of curated content from over 100 providers, including news, business, sports, and lifestyle updates, customized for a professional audience. In recent years, the company has expanded its network beyond Class A office towers to include multifamily residential and student housing properties. This expansion allows brands to connect with valuable audiences where they work and live. The platform supports advanced advertising capabilities such as account-based marketing (ABM), behavioral targeting, and campaign measurement to demonstrate return on investment.