Vistar and Edison Interactive Partner to Programmatically Power Golf Carts
New Formats Emerge into the DOOH Space
Denver, CO – Edison Interactive, a leader in content management systems (CMS) for connected devices, announced that Vistar Media, the global leader in software for digital out-of-home (DOOH), is integrating with its platform. The partnership will allow marketers to target golf enthusiasts, a coveted consumer demographic with high spending power. By utilizing the interactive screens on Shark Experience presented by Verizon, Vistar Media will provide programmatic access to thousands of golf cars across the U.S.
“There’s no better way for DOOH to communicate directly with golfers than through this seamless platform that actually enhances the experience on the course.”
Shark Experience presented by Verizon was developed in collaboration with golf legend and entrepreneur Greg Norman and Club Car. The cars leverage Verizon’s 4G LTE network to give golfers a connected experience, enabling music streaming, real-time sports tickers, PGA Tour scores, dynamic yardage, Greg Norman tips and more. The platform is a testament to Norman’s vision for the future of golf and enhancing the on-course experience through digital transformation.
With exclusive advertising placements throughout, the platform gives marketers access to a valuable and sought-after demographic in a previously untouched digital out-of-home (DOOH) environment. Averaging 4.5 hours per round with 60% of the time spent in-car, golfers have played more than 11 million rounds on the platform which is expected to deliver more than 4 billion impressions in 2022.
“It’s exciting to see new formats emerge into the DOOH space. The inventory provided by Shark Experience provides programmatic buyers a new way to reach a sophisticated audience,” said Arnie Rivera, Director of Supply Sales, Vistar Media. “There’s no better way for DOOH to communicate directly with golfers than through this seamless platform that actually enhances the experience on the course.”
“The integration with Vistar Media greatly strengthens Shark Experience’s ability to marry content and ad experiences, delivering messages in a manner that resonates with golfers,” said Jeremy Ostermiller, CEO and co-founder, Edison Interactive. “The platform has opened up an entirely new opportunity in digital out-of-home, giving marketers unique access to a premier demographic. This partnership brings the best of both worlds together, a premium connected device experience and unparalleled advertising.”
Vistar Media’s programmatic ecosystem includes a demand-side platform (DSP), supply-side platform (SSP) and digital signage software (ad server and content management system), all integrated together to enable data-driven, automated and measurable DOOH transactions.
This will complement the transactions driven by Captivate, the exclusive third-party sales representative for Shark Experience ad inventory.
“Shark Experience is a truly unique opportunity to captivate an elusive and highly desirable audience for 4+ hours per round. Integrating with Vistar is a critical advancement in the evolution of the platform. Providing brands and omnichannel DSPs the ability to access and influence affluent consumers and business decision-makers programmatically while driving measurable outcomes off the course has long been a goal of ours,” said Lorenzo Papa, CRO, Captivate.
About Edison Interactive
Edison Interactive is a leading out-of-home (OOH) content management system (CMS) for connected devices in golf cars, rental vehicles, hotel rooms and more. Focused on digitally transforming the customer experience, Edison is known for its vast network of premium displays, digital signage and infotainment solutions.
About Vistar Media
Vistar Media is the leading global provider of programmatic technology for out-of-home, bringing enterprise-grade software that was purpose-built for the unique requirements of digital signage. Vistar provides a global demand-side platform (DSP) for buyers to activate data-driven programmatic campaigns and a supply-side platform (SSP) to connect signage operators to digital revenue.
Captivate’s premium digital video network engages millions of high-value decision-makers with professionally curated news and contextually relevant advertising campaigns where they work, live and play. Captivate elevator and large format displays deliver a brand-safe, 100% viewable and fraud-free experience to upscale audiences in premier office towers and luxury residential properties across North America and on connected golf cart displays at top U.S golf courses. Founded in 1997, Captivate is owned by Generation Partners.
Help us Help You by keeping the only Independent Voice for OOH. ⇒Subscribe to OOH Today