Captivate now offering OOH dayparting
What could be more media-strategic for, say, a boozeco than getting happy-hour messages to consumers while they're riding elevators on their way out of work?
Advertisers are warming up to the idea of running OOH ads at specific times to grab the attention of specific sectors of consumers, says Paul Bolte, VP sales at Toronto’s Captivate Network, which specializes in placing ads on screens in the elevators of major office towers.
A recent West Jet campaign, for example, dominated screens in Toronto to expose office workers to messages favourably comparing air fare sale prices to the sky-high numbers now appearing on gas pumps.
Other logical scenarios, Bolte tells MiC, include alcohol manufacturers leveraging the network with happy-hour messages on Thursdays and Fridays starting around 4 pm, when consumers begin leaving work; breath mint manufacturers running ads around lunch time to remind workers to think about their breath before heading back into meetings or confined spaces; and drug manufacturers scheduling ads for daytime- and nighttime-formula products according to the respective time of day.