• by Erik Sass  @eriksass1, March 2, 2015

The makeover is part of a larger rebranding of the company as it expands through acquisitions and new commercial real estate partnerships.

The new format includes a more prominent version of the time and temperature window, Captivate’s most popular content offering, which now remains on screen alongside all non-advertising video content. The expanded window includes new graphics reflecting current weather conditions and also contains finance, weather and sports news.

At the same time, Captivate is expanding its offerings of full-screen and video content, while extending its agreement with The Wall Street Journal as the main provider of business information and news across its network.

In 2013, Captivate was partially spun off by its owner, Gannett Co., in a deal with private-equity firm Generation Partners. Last year, it acquired the Office Media Network from The Wall Street Journal, allowing it to consolidate its network of displays in elevators with the latter’s network of displays in building lobbies, ensuring continued access to WSJ content.

Last September, Captivate announced a partnership with xAd to enable mobile advertising campaign extensions, while also providing improved measurement and attribution for Captivate’s place-based ads through consumer interaction and response.

Currently, the company claims to reach 12 million unique viewers per month through the combined network of 12,000 displays in elevators and lobbies, serving 1,800 office buildings in the U.S. and Canada. The combined network delivers over 65 million impressions per month among adults 18 and over.