Exciting golf innovations in the pipeline

Provantage Media Group announced on 24 June, the launch of Golf Ads, a division that focuses exclusively on the golfing environment at the Wanderers Golf Club.

This added yet another sought-after out-of-home space to an already extensive and exceptional portfolio of offerings.

Golf Ads’ audience is captive, frequent and open to messaging. With media rights to the top golf courses across South Africa, Golf Ads provides brands with the opportunity to target and engage with more than 500 000 golfers every month.

Jacques du Preez, MD of Provantage Media Group, explained, “South Africa has a growing golfing culture and we are extremely excited to provide the opportunity for advertisers to tap into this audience.” He said golfers have spending power, they enjoy the sport and frequent the course and the clubhouse regularly and this makes them an ideal audience for assimilating out-of-home messaging.

In an ever-fragmenting media landscape, the golfing environment offers a very particular audience. It is predominantly male with an 80/20 male to female split. The age group falls into the 25 plus bracket with most golfers making up the 50 plus group.

A high percentage of golfers are self-employed or retired and they are extremely well-educated. Many of them are employed in the corporate world in senior and middle-management positions or as directors. Furthermore, a large proportion of this audience comprises professionals.

Simon Turck, MD of Golf Ads, said that golf courses and clubhouses offer an optimal environment. “In a golfing environment, consumers are in a relaxed frame of mind; they are socialising and doing something that they really enjoy. They are also captive and open to being captivated by brand messaging.”

With a footprint across South Africa, Golf Ads will implement local, regional and national campaigns that harness the power of various innovative branding formats and touch points both on the golf course and in the clubhouse.

“With Golf Ads, we will be bringing new, exciting innovations to the out-of-home landscape and the opportunity to reach, engage and influence the golfing audience,” concluded Turck.