Monster scores with NBA, NHL fans

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Interactive advertising media company Monster Media recently increased its presence in NBA and NHL arenas nationwide, providing advertisers visibility with loyal sports fans.

The Orlando, FL, company has two patented products for sports venues: MonsterVision, on-site projected interactive ad screens; and Turnstile AdSleeves, branded coverings for turnstile entryways. During the 2006-07 season its technology will reach 34 million National Basketball Association fans in 16 markets and 23 million National Hockey League fans in 11 markets.

"Professional sports is a very, very expensive business," said John Payne, president of Monster Media ( "People who advertise with teams and sponsors must spend [at least] several thousand dollars and work closely with each team."

Placed in high-traffic areas in the venues, the digital on-site advertising can offer affiliation with sports teams for those advertisers who don't have "monster budgets," Mr. Payne said.

MonsterVision ads engage with consumers when they breach an infrared grid, which surrounds wall units (8 by 10 feet) or floor units (10 by 10 feet). As the ads react to patrons' body movements, the screens provide "advertainment" with trackability that also lets marketers update ad messages in real time.

"It literally creates a crowd wherever it is," Mr. Payne said.

The technology provides defined demographics including gender specific, interest specific and location. The company also takes Web camera footage at each campaign site, which is sent to the client so that they can see consumers engage with the ads in real time.

"Our creative is inexpensive enough that clients can create four different ads for the same venue," Mr. Payne said.

MonsterVision also can be used on various portable and mobile systems including plasma screens, video walls and windows. Ads can be adjusted for day part based on what event is at each venue.

Brands using the medium include Comcast, Marriott Vacation Club, McDonald's and Centex Homes.

Monster Media technology also is featured in National Football League, major and minor league baseball and college athletic arenas for teams including the Chicago Bears, Dallas Cowboys, Washington Redskins, Chicago Cubs, Los Angeles Dodgers, New York Yankees, Florida Gators and Florida State University.

Turnstile AdSleeves are clear plastic "sleeves" that can be tailored to fit any type of turnstile crowd management equipment.

"It's a wall of advertising that everyone who enters will interact with," Mr. Payne said.


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