Monster scores with NBA, NHL fans

Share this content:

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.


Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above