Edison Interactive teams up with Vistar Media to bring programmatic DOOH advertising to golf carts

Today, Edison Interactive, a CMS focused on connected devices, announced that Vistar Media is integrating with a platform they developed in order to bring ads to displays in golf carts. The platform – called Shark Experience presented by Verizon –  will run ads bought programmatically through Vistar Media.

Shark Experience presented by Verizon was developed in collaboration with golf legend Greg Norman (aka The Shark) and golf cart maker Club Car. The interactive car experience offers tips, streaming music, sports tickers, dynamic yardage and other enhancements to a round of golf.

Read next: More about DOOH hyper-local and contextual targeting

Golfers who use this on-course experience average 4.5 hours per round and spend 60% of that time in the car. This translates into a projected 4 billion ad impressions in 2022, according to a company release.

Why we care. The digital transformation of out-of-home (DOOH) includes more than just public streets and malls. Vistar Media, whose ecosystem includes a DSP, SSP and ad serving software, also recently partnered with Uber OOH to provide ad experiences in cars.

Other spaces are more exclusive and require the highest quality content to avoid being intrusive. The different kinds of content on this specific platform work to make the experience immersive and enhanced, and similarly the ads have to fit well, because they too are part of the experience. For high-end brands and categories, the ability to access inventory programmatically to advertise to golfers while they’re out on the links is likely new territory to be considered by marketers.

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.