New Media Tool for Brand Managers and Ad Buyers Kingston, N.Y. Real time, regional and daypart-segmented digital outdoor advertising at travel and resort destinations is giving brand managers and advertisers a new media tool for reaching high-end consumers in a relaxed, clutter-free state of mind, and also driving them to retail destinations where they can buy or try the products and services. These opportunities will open in the coming ski season when Sitour USA rolls out the first national ski resort digital network in the out-of-home (OOH) advertising category. Following two-years of trials, the first full ad season begins with 110 signs in 45 resorts. In the next season the network will double, says Sitour CEO Monte Rios, calling digital media the “fastest growing category in advertising.”

Sitour’s large-screen, full-color LED signs – called digital message centers – work with schedule-based software linked to the Internet, can display text messages, logos and animated video, and are easily viewed in direct sunlight and at great distances.

Messages can be updated in real-time and segmented for advertisers. For example, a truck manufacturer could use the signs to promote a sales rebate for a regional sales campaign to resort guests from that area. Each message center generates 1.5 million impressions per ad/season. The messages are repeated in cycles based on wait patterns on lift lines for multiple and lasting impressions. The message centers also provide useful information ranging from ski trail status, weather, and other resort conditions, to lifts with the shortest lines or après ski specials at the lodge. “We’re finding a big interest in local markets – from ski shops, restaurants and hotels – as well as with our traditional national advertisers,” Rios says. “Pricing is very attractive for the local business. For example, it can be 9-cents for a 10 second play.” Sitour offers 5-second, 10-second and 15-second plays in a variety of packages. But the real benefit will come from linking national brands with local retailers or regional franchises, he says. “That’s just beginning. Advertisers are just getting used to working with these new digital networks.” “Brand managers and local entrepreneurs can connect with some of most attractive consumers in America,” says Rios. Skiers and snowboarders have average annual incomes of $84,500, a median age of 34, three out of four are college graduates or college students (9 percent) and half of them are in households with children. This demographic has wide appeal for almost every market segment – from automotive to healthy food and living products, telecommunications, airlines and travel as well as consumer packaged goods and over the counter seasonal products.

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