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Middle Media Sales Executive - OOH Gauteng, Johannesburg
Media Branding Consultant - OOH Johannesburg

On course advertising has 77% recall

19 Jul 2012

In a recent study involving face-to-face interviews at two premier golf courses in Gauteng, 77% of the interviewees were able to recall prompted advertising that appeared on the golf cart GPS screens, while 50% were able to recall specific advertising spontaneously.

"The clean and uncluttered environment, linked to the long dwell time of 14 minutes that is provided for advertisers allows for high recall rates and spontaneous brand awareness," says Pieter Groenewald, MD of Primedia Unlimited's Golf Unlimited.

The research found that the average golfer on these 5-star golf courses is close to 40 years old, earns a gross annual income of over R750 000 and flies on business at least once a month. He reads financial publications, is a senior manager and 64% of them decide and authorise major business expenditures within the company or division.

'Path to persuasion'

"These research results clearly prove that the advertising platform makes a contribution to the inform and persuade steps in the consumers 'path to persuasion'. It's also effective in giving consumers information about products and brands and completes the circle by persuading the audience to use them."

The system offers an innovative way for companies to communicate their message on GPS screens fitted to around 1400 golf carts on 34 of South Africa's premier five-star golf courses. Advertisers receive exposure from tee to green, reaching top LSM golfers who spend an average of 4.5 hours per round on the course.

For more, go to www.primedia-unlimited.co.za.