National CineMedia Announces Acquisition of Captivate for Expansion into Digital Out-of-Home Advertising
National CineMedia (NCMI) announced a definitive agreement to acquire Captivate, a leading provider of digital video elevator and lobby advertising in North America. The acquisition is expected to significantly expand NCMI's reach by adding over 26,000 screens across more than 11,000 buildings in the U.S. and Canada. This move will combine NCM’s theater-based audience with Captivate’s affluent professional viewership from office and residential properties. The combined platform is projected to feature over 48,000 digital screens spanning theaters, offices, and residences across more than 185 designated market areas. The integration aims to create a premier out-of-home advertising network that can target consumers in multiple environments—where they work, live, and play. NCMI's CEO Tom Lesinski emphasized the strategic value of this acquisition as part of NCM’s broader evolution into a more diversified media platform with enhanced appeal for enterprise advertisers. The deal is expected to strengthen NCMI’s position by offering access to both consumer and business-to-business marketing budgets.
Topics: Conference Call Earnings