Captivate and Partners Swing Big With Golf Car Ad Opportunity

Launched in 2017 the golf car venture Shark Experience presented by Verizon was a collaborative effort between Greg Norman Company GNC Verizon and Club Car to create an innovative and disruptive golf technology aimed at revolutionizing the game The cars leverage Verizon39s 4G LTE network to give golfers a connected experience enabling music and sports streaming dynamic yardage Greg Norman tips clubhouse connectivity and moreThe idea for delivering a brand message to a golf car is not new It might be accurate to say past attempts did not thrive because the time had not yet come Shark Experience however brought together several key partners such as GNC Club Car and Verizon along with experienced technology and advertising partners Edison Interactive and Captivate to create a premier platform unlike any otherquotIt39s not your father39s golf gamequot said Lorenzo Papa Chief Revenue Officer at Captivate whose network of digital outofhome DOOH screens are found in the lobbies and elevators of office buildings and apartments quotYounger generations of golfers expect instant access to music videos and information Shark Experience taps into thatquotWhat39s more quotthe pandemic drove people back to the golf coursequot Papa said and some numbers back him up According to the National Golf Foundation rounds increased nearly 195 in 2020 versus 2019 Last year growth slowed but was still up 55 over 2020 quotWe39ve had the highest number of rounds played in the last 35 yearsquot he noted quotWith changing views on media and a younger audience picking up the game the time was right to enhance the golf experiencequotEdison Interactive the exclusive technology partner for Shark Experience received strategic investments from Norman and David Chessler Holdings in 2019 Both Norman and Chessler also joined the board Founded by Jeremy Ostermiller and Nick StanitzHarper in 2016 Denverbased Edison became a leading content management system for digitally connected devices including golf cars buses rental vehicles hotel rooms and moreApplying these systems to the golf course is a natural extension of Edison39s capabilities Ostermiller explained that while Shark Experience leans into the interests of younger players it bears in mind golf traditionalists who relish being outdoors and escaping from the connected world quotSince the beginning Greg39s tagline for the business was 39Your game Your way39 Each feature is an option so we39re careful not to oversaturate their attention spansquot he saidAccess to the courses comes from an exclusive partnership with Club Car a leading manufacturer of golf cars which are used in over 6000 of the 16000 golf courses in the US Today Shark Experience is available on over 360plus courses and about 35000 golf car screens And there39s plenty of room for growthquotThe opportunity to scale is significantquot Ostermiller asserted quotThe goal from the very beginning has been to get to 200000 screens in the next three to five yearsquotCaptivate was brought on to maximize the opportunity for advertisers quotShark Experience provides an opportunity for brands to reach highvalue consumers and business decisionmakers at natural pause points throughout their roundquot Papa explained quotOn average twoplus times per month a golfer is spending fourandahalf hours on the course Sixty percent of the time is spent in the golf car The numbers multiply quickly We39re already delivering 166 million impressions a month over 90 marketsquotAmong the B2B advertiser brands on board are IBM Salesforce and Cisco Highend consumer clients include Lexus Porsche and Chanel There are also clients focused on sports gambling and financial service firms notably new cryptocurrency exchangesThe CPM cost per thousand ad rates are more attractive than other media opportunities that have a similar audience according to Papa Brands can also buy a share of voice from 15 to 100 quotMost brands are buying about 30 share of voicequot he saidShark Experience uses the Google Ad Manager server quotso we39re able to give advertisers all the reporting that they are accustomed toquot Ostermiller notedEdison also inked programmatic advertising agreements this year with Vistar Media Hivestack and Place Exchange quotWhat39s really unique about adding programmatic capabilities is now you39re able to reach a golfer on the golf course in real timequot Ostermiller said quotProgrammatic makes it incredibly accessible for advertisers to buy on any budgetquotThere are other new elements quotWe just got measurement verification from Comscorequot Papa said quotStarting this month May they39re going to be validating all of the impressions that come out of the platform We also partnered with Neustar to power our audienceplanning tool so we can identify specific courses that overindex for brands39 targeting objectivesquotquotTo a Lexus or a Porsche we can say 39You may have initially asked only for private courses but here39s a handful of public courses that the data says overindex for the actual audience you39re looking for39quot Papa added quotBrands appreciate thatquotAll told it39s a nice match playClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Captivate and Partners Swing Big With Golf Car Ad Opportunity

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Robert DiGisi

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