National CineMedia buys Captivate digital ad network
Deal expands National CineMedia’s reach into out-of-home digital advertising beyond cinema screens.
National CineMedia has acquired Captivate, a digital out-of-home advertising network, the company said on Friday.
The transaction expands National CineMedia’s advertising footprint beyond traditional cinema screens to include elevator, office and retail digital displays. Financial terms of the deal were not disclosed.
Captivate operates a network of more than 12,000 digital screens in high-traffic locations such as office buildings, shopping malls and transit hubs across North America. The acquisition aligns with National CineMedia’s strategy to diversify its revenue streams in the digital advertising market.
National CineMedia, best known for in-cinema advertising, has been expanding into broader out-of-home formats to capture broader advertiser demand. The company did not provide a timeline for the deal’s completion or integration plans.
The acquisition follows a period of consolidation in the digital out-of-home sector, as advertisers increasingly shift budgets toward high-impact, location-based media.
Helena covers corporate news for listed and private companies across Europe, from strategy shifts to leadership changes, with an eye for what a story signals about the broader market.
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