xAd Brings Location Targeting to Elevator Video Ads

captivate 2Location marketing firm xAd and video network operator Captivate Networks have teamed up to deliver elevator and lobby display screens that are complemented by targeted mobile advertising.

Captivates screens, which are installed in 1,800 office buildings throughout the US and Canada, will have their brand messaging reinforced by integrating digital place-based and mobile ad delivery with location verification.

The mobile device integration will also enable viewers to interact and respond to messages, according to xAd and Captivate, as well as allow advertisers to take advantage of performance metrics.

The technology partnership was soft-launched in August, and Captivate reports it has already activated its mobile-targeting campaign extension for select clients.

“We are please to partner with Captivate, a leader in the digital place-based advertising space,” said Dan Hight, vice president of platform sales at xAd. “xAds location targeting solutions provides a way for advertisers to amplify the reach of their out-of-home advertising with precise location-based mobile campaigns. Through this combination, Captivate allows advertisers to more effectively reach their target audience by extending their message to multiple screens.”