Montreal-based provider of out-of-home (OOH) marketing technology Broadsign has announced a collaboration with Captivate, a North American location-based digital video office network.
The new partnership will expand programmatic access to Captivate’s network of elevator and large-format displays in highly trafficked office buildings via the Broadsign Reach supply-side-platform (SSP).
More than 1800 Captivate displays across Canada have been onboarded and are now available to over 30 demand-side-platforms (DSPs) globally that are integrated with Reach. This integration will allow media buyers to tap into Captivate’s premium audience of high household income earners in a simpler, more flexible, and measurable manner.
With Captivate’s network now accessible via Broadsign Reach, the former can better service the North American market by connecting it to new digital media buyers via Broadsign’s network of omnichannel and DOOH specialty DSPs. In turn, media buyers have a wider pool of programmatic DOOH inventory to select from when targeting their intended audience, as well as greater flexibility to adapt ad creative and timing for greater relevancy and to maximize reach.
“The ad space is dynamic and continues to develop alongside technological advances and shifting audience behaviours,” said Barb Huggett, general manager at Captivate Canada. “This collaboration will help us reach digital buyers looking for new ways to target audiences with impactful messaging while also improving campaign performance. Programmatic has long been a priority for Captivate, and this integration helps further diversify our offering to media buyers looking to harness the many benefits of DOOH.”
“We are excited to expand our work with Captivate,” said Adam Green, senior vice-president and general manager at Broadsign Programmatic Platforms. “We expect their unique inventory will continue to be of keen interest to programmatic media buyers looking for effective ways to connect with their target audiences today and in a post-pandemic world.”