Course Work: Fox Tees Off With ProLink
ProLink Solutions held the gatherings with media buyers, looking to convince them to sign on for 2009. The company has 27,000 screens, which hang in the front of carts at some 400 courses. It is hoping to position itself as another option in the growing digital out-of-home market.
National Advertising Partners, a Fox-owned rep firm for sports networks, will try to sell integrated packages that include the on-course screens, along with a presence on Web sites and the networks. The on-air portion includes spots in a show about top public courses (that have ProLink-equipped carts) to air early next year.
Last fall, ABC New Media Sales also signed an agreement with ProLink allowing the network to sell advertising on golf-cart screens.
In addition to the adjacent ads, the screens offer a GPS system giving golfers distances to the hole and the location of sand traps and other hazards. Interactive e-commerce capabilities include the chance to order food and drinks at the ninth and 18th holes by punching a button.
Advertisers receive exposure three times per hole--twice filling a quarter of the screen and then the full one--where a cost would be $5,000 a hole per course for a full year. Campaigns can run across the full ProLink footprint.
ProLink bills the system as an opportunity to reach affluent (average household income $185,000) individuals, of whom 76% are male.