Insider Interviews

How Elevator Advertising Survived 2021’s Ups and Downs

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Episode notes

Marc Kidd, CEO of the digital out of home media company, Captivate, lost sleep thinking about the lost foot traffic in office buildings when the pandemic hit. After all, his company specializes in programming the video screens in elevators. But, this son of famed NCAA football coach, Roy Kidd, is not one to panic at fourth down.  In a conversation with host E.B. Moss for Epi 43 of Insider Interviews, he shared how Captivate pivoted to go beyond office buildings and included home and play locations, with an upswing in results for sales and marketers alike.

Per this recollection during a high stakes game with his coach dad: “There was really bad weather and I said, ‘Dad, it’s raining, the wind's blowing. What decision are you going to make about the coin toss?’ He said, ‘You don't worry about the things you can't control.’ It has always reminded me that there are things in life you have no control over ... like a pandemic.” He did have to put some controls in place at Captivate, and make some tough calls in the past two years for the greater good, but like all boats when the tide rises he ultimately helped the elevator advertising business stay the course through more innovation.
Hear about:
- How Captivate transformed awkward social spaces!
- the evolution of DOOH itself and its use in brand and awareness marketing
- the use of QR codes and other ways of building real media attribution
- how COVID-19 disruption prompted forward-thinking repositioning
- Captivate's 2022 plans, including re-engineered programmatic platforms

And hear how some football lessons from his dad make great life lessons for staying in the game by evolving out of crisis.

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Thanks for listening!