Featured Member: Captivate

Captivate, a leader in the digital out-of-home advertising industry, offers a unique platform designed to enhance both commercial property visibility and brand engagement. With a growing presence in Calgary, Captivate’s digital screens are now located in 53 office buildings across the city, allowing the company to reach a diverse and professional audience in high-traffic office spaces.

Engagement-driven media

Captivate’s approach goes beyond simple ad placements. Barbara Huggett, General Manager and Senior Vice President of Ad Sales for Canada, describes the platform as “dual-purpose,” combining both content curation and advertising to drive engagement. Instead of relying solely on ads, Captivate integrates a mix of news, sports, entertainment and lifestyle content to keep viewers engaged and connected.

A key differentiator for Captivate is its editorial approach. The company employs live professional editors who curate the content seen on its screens. With over 250 content providers, Captivate ensures that the content remains dynamic, relevant and tailored to the audience’s interests.

“We are out there gathering feedback and understanding what tenants want to see, what resonates with them and what keeps them engaged,” says Barbara.

This feedback-driven strategy helps ensure that the platform remains aligned with its audience’s preferences over time.

Supporting property managers and brands

Captivate’s platform also serves as a valuable tool for property managers. It enhances the tenant experience by providing a communication channel for building updates, event information and notices. Property managers can easily post content, keeping tenants informed and engaged with what is happening in their buildings.

On the brand side, Captivate allows advertisers to reach a diverse, professional audience. Through high-impact video ad placements that are customizable, brands can tailor their content to meet specific goals and objectives.

“Captivate allows brands to engage with an influential audience, offering a direct channel to reach professionals in office towers. This flexibility ensures that advertisers can effectively reach their target audiences,” says Barbara.

Technological advancements and expansion

Captivate has made it a priority to stay at the forefront of digital advertising. The company is expanding its offerings through “Captivate as a Service,” which integrates its content and advertising solutions into screens not owned by the company. This service broadens Captivate’s reach, allowing it to serve content on additional screens outside its initial installations.

“We are constantly working to adapt to innovative technologies and expanding into other spaces where our content can be served, such as residential buildings and college campuses,” says Barbara. “This flexibility allows us to continue growing while meeting the needs of our property partners.”

Calgary is an important market for Captivate, ranking second in the number of buildings the company serves across Canada. The city’s unique advertising landscape, where campaigns often come from independent agencies or directly from clients, offers them the opportunity to engage with local businesses in a way that reflects Calgary’s diverse advertising needs.

“The independent agencies here in Calgary have a great structure that enables them to think beyond traditional channel buying,” says Barbara. “They look at the entire customer journey, which is something we value when collaborating with local partners.”

This approach allows Captivate to provide comprehensive and flexible media solutions that align with the needs of Calgary businesses.

Captivate’s future in Calgary

As Captivate continues to develop and expand its platform, the company is focused on maintaining its commitment to local content while growing its influence in Calgary’s digital advertising space. With the expansion of “Captivate as a Service,” the company aims to bring its content solutions to a broader range of screens, creating new opportunities for both brands and property owners.

As a member of the Calgary Chamber, Barbara explains that their membership has helped Captivate connect with the local business community, engage with other businesses and explore new opportunities for collaboration.

“Calgary represents an important market for Captivate, and the Calgary Chamber provides a valuable platform for connecting with local business owners, agencies and professionals.”

For more information about Captivate and its services, visit www.captivate.ca. To take advantage of their member perk, visit www.calgarychamber.com/member-perks-program.