The next time you go to a Minor League ballpark, don’t be surprised to see smart displays that are watching you.
Before the start of the 2019 season, technology and media firm, ISM Connect will install 350 smart displays across 25 Minor League Baseball ballparks. The technology component with ISM Connect is part of a deal with Allegiant Airlines that was announced during the Baseball Winter Meetings in December.
The ISM Connect displays are unique in that they have cameras built into them that allows for audience measurement capabilities. These measurements allow for adjustments in ads to see how fans are reacting to them, and then can be adjusted for maximum engagement. The system allows teams to target audiences better by scheduling and managing targeted marketing. ISM will be working with the clubs to create custom branded content around the data such as launch events, building out local programming, and selling available inventory to potential partners.
The ISM Connect deal plays into the partnership with Allegiant. There will be a guaranteed lump-sum amount that is given to each participating club. Additional lump-sum payments will go to the clubs that perform based upon credit card sign-ups based upon a formula that is commiserate with their size. And, along the way there is a per-card sign-up bonus.
SEE VIDEO OF HOW THE SMART DISPLAYS WORK
“The Allegiant Airline Network creates a compelling opportunity for brands and sponsors to reach a geographically diverse set of passionate local baseball fans,” says Kent Heyman, CEO of ISM Connect. “Minor League Baseball consistently ranks as the most family friendly sport in America, and the Allegiant Airline Network will modernize the fan experience at local parks. As a proud partner of Minor League Baseball, ISM Connect is excited to bring its innovative solutions to millions of fans who will experience the Network.”
As to which clubs will get the displays, they will be in markets that Allegiant flies in to. One of those ballparks will be at PNC Field where the Triple-A affiliate of the New York Yankees play.
“A lot of our brand partners ask about our ballpark’s digital capabilities as they want to reach our fans across channels with an evolving set of messages throughout the year,” says Josh Olerud, President and General Manager of the Scranton/Wilkes-Barre RailRiders. “Whether we are communicating on-field highlights, nightly promotions, or special events happening throughout the ballpark, this digital platform will enable us to interact with our fan base in more effective ways, while also creating new revenue opportunities and helping our business grow.”
LIST OF 25 TEAMS THAT WILL SEE THE SMART DISPLAYS INSTALLED
- Akron RubberDucks
- Albuquerque Isotopes
- Durham Bulls
- El Paso
- Fresno Grizzlies
- Greensboro Grasshoppers
- Greenville Drive
- Harrisburg Senators
- Jacksonville Jumbo Shrimp
- Lansing Lugnuts
- Las Vegas 51s
- Louisville Bats
- Memphis Redbirds
- Nashville Sounds
- Norfolk Tides
- Oklahoma City Dodgers
- Omaha Storm Chasers
- Reno Aces
- Richmond Flying Squirrels
- Round Rock Express
- Scranton/Wilkes-Barre RailRiders
- South Bend Cubs
- Toledo Mud Hens
- Tulsa Drillers
- Winston-Salem Dash
