The proliferation of advertisements on digital displays – indoor golf media – within golf clubs has become increasingly evident. This trend is noteworthy due to its potential to impact communication efficiency significantly.
To gain a comprehensive understanding of the business and communication opportunities in indoor golf media, I conducted an interview with Ben Phillips, the media director of the Golf Club Media Group.
This interview aimed to explore the various aspects of golf indoor media communication and its potential impact on the industry.
How big of a reach can you and your competitors provide to advertisers?
It’s well known that premium advertising audiences are becoming harder to find, connect with, and engage. Golf club media offers a unique chance for brands to talk to high-earning individuals who have both discretionary spending power and an attitude to spending.
Whilst they are relaxed and engaged in their ‘home away from home’.
With our national network of Digital 6-Sheets located inside high-end golf clubs expected to reach 100 by the start of the 2024 golf season, brands can now make a real connection with the affluent and influential customer base that golf clubs deliver. All within a trusted environment that naturally generates word-of-mouth.
What are the latest OOH* technologies that you are offering, too?
We are always looking to push the boundaries of what’s possible in OOH advertising. Powered by Phillips, our state-of-the-art displays provide the blank canvas for brands to bring their creative firepower and run targeted and dynamic campaigns tailored to the time of day, the weather conditions, or even how busy the club is.
*OOH = Out-Of-Home
How data-centric is the indoor golf media?
Golf Club Media partners with innovative media companies such as Data Jam, a pioneer in real-time impression counting for Out-Of-Home (OOH) advertising.
Data Jam provides accurate, real-time data collection, enabling businesses to understand their audience better and make more informed advertising decisions. As part of this partnership, we will have access to their data Portal. This will enable us to check on the real-time status of any of our screens’ impression counts.
The availability of live data is especially key for the Golf Club environment in showing how spikes in audience provided by key golf events like the Majors and Ryder Cup unlock additional value for advertisers.
Can your ad spaces be purchased programmatically?
Our preference is to work with our brand partners on a more personal level so that we can tailor the very best advertising campaign that is best suited to their needs.
However, the partnership with Data Jam provides us with the ability to deliver real-time data about our golf audience and is a major step on the road to advertisers being able to purchase our inventory programmatically.
This is especially important for international brands who want to access the affluent and influential customer base that golf clubs deliver and who are used to working with OOH media owners who can off a programmatic media buying experience.