Monday December 4, 2023

Topgolf Continues to Innovate in Digital Partnerships

Image via Topgolf
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Topgolf Entertainment Group has become a pioneer in the world of sports and entertainment through its ever-expanding footprint and development of new, technology-enhanced experiences. As part of the guest journey, Topgolf harnesses the many benefits of digital offerings to create a unique and complementary experience for the 22 million guests who visit a Topgolf venue annually. Topgolf’s fanbase continues to grow not only through the construction of new venues, but also its various business divisions, including Toptracer, Swing Suite and the online gaming app World Golf Tour by Topgolf. On the brink of a new decade, Topgolf is focused on generating new and dynamic ways to cater to their guests and sees digital partnerships as a key element in their strategy. 

Those who have enjoyed the Topgolf experience know that patrons are never out of eyeshot of a high-definition screen where they watch their scores on the leaderboard and view messaging from Topgolf partners. This includes in the Topgolf bays (where guests tee off), venue common areas, and the massive video walls at the very end of the range found at select Topgolf locations. According to MAGNA and IPG Labs, consumers are 35% more receptive to ads when they are in a good mood. Because of the number of options Topgolf guests have at their fingertips to put them in high spirits — whether swinging a club on the tee line or enjoying their favorite food or drink — combined with an average in-bay dwell time of two hours, this creates an opportunity for guests to be highly receptive to advertising. 

According to a 2019 Nielsen study, 66% of smartphone users took an online action after seeing an out-of-home (OOH) ad. Topgolf’s vast OOH network prompts consumers to take immediate mobile-based actions, creating powerful connections between patrons and Topgolf’s partner brands.

Topgolf venues also offer multiple geofencing options for advertising partners, including audience segmentation, attribution studies, and mobile retargeting. This helps to ensure that ads are exposed to the exact target consumer groups at the right place and the right time.

In September, Topgolf partnered with Screenvision Media — a national leader in cinema and premium video advertising — to add Topgolf’s 12,000 screens to Front + Center Everywhere, Screenvision’s OOH Network.

“Our relationship with Topgolf adds a new dimension to Front + Center Everywhere,” said Gerald Griffin, EVP regional & local sales, Screenvision Media. “We are excited about delivering to our regional and local advertising partners a platform where engagement closely mirrors the highly coveted moviegoing environment.” 

The partnership with Screenvision enables Topgolf to quickly and efficiently connect with local and regional advertisers, expanding their digital sales footprint at scale.

“Working with Screenvision will help achieve our goal in expanding our digital partnerships business across our growing global media network,” said Erin Huard, director, digital partnerships for Topgolf. “The alignment of audiences and dedication to premium advertising experiences makes the partnership an instant success.”

As live events and entertainment continue their return, Topgolf will continue to be a trend setter in the digital space for sports and entertainment.

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