Padel has drawn Lithuania's advertising market into the game
More than ten arenas in four Lithuanian cities have joined the digital screen network of ForAds and GoScreen. The advertising platform's weekly reach, including fitness clubs, exceeds 1 million people.
More than ten tennis and padel arenas in Vilnius, Kaunas, Klaipėda and Šiauliai have already joined a new network of digital advertising screens being created by the companies ForAds and GoScreen. The first to join the project was the SEB arena — the largest tennis and padel venue in the Baltic countries.
From a fashion — to a mass phenomenon
Just a few years ago, padel was a novelty for Lithuanians. Today, free courts have to be booked in advance: at some arenas, the waiting list stretches a year ahead. It is not only professional athletes who pick up a racket, but also entrepreneurs, company executives, families and advocates of a healthy lifestyle.
The growth of interest in racket sports is eloquently illustrated by the SEB arena — the largest indoor tennis court arena in Europe, receiving up to 3 thousand visitors a day.
"The SEB arena is a very good example of just how much interest in racket sports has grown. The arena is full, and to sign a child up for training, you sometimes have to wait a whole year. This shows that it is not only athletes who gather here: whole families come to the arena, parents wait for their children during training, friends and colleagues meet," says Aušra Gaižauskienė, head of development and sales at Connective media, the company that created the ForAds platform.
What the advertiser gets
It was the SEB arena that became the starting point for creating the new digital screen network. The project is developing quickly: new arenas join every week. The network is being expanded not only by existing sports venues, but also by arenas under construction that will open to visitors this autumn. Their managers are already viewing the installed screens not only as a tool for informing visitors, but also as a source of additional advertising revenue.
Advertising can already be placed in popular arenas such as Balcia Padel Hub, Rato, Widen, Žirmūnų, Fanų, Vilmers, Scycop and others.
The potential of the new network has already been appreciated by the first advertisers: optical retail chains, banks, car dealers, private clinics, and manufacturers of beverages and sports brands.
"What's interesting is that not only sports brands want to advertise in the arenas. For a bank, the affluent family visiting the arenas matters; for a car dealer, a customer with high purchasing power; for a private clinic, a person investing in their health. That is why we see very broad potential in an audience that is attractive to businesses," says Gaižauskienė.
The key difference from outdoor advertising is contact frequency. In a sports arena, a person sees the advertising message several times: arriving for training, waiting for a court, resting or spending time with family.
Proven on fitness clubs
A couple of years ago, GoScreen, which develops a network of digital screens in the fitness clubs Gym Plius, Impuls, Lemon gym, SportGates and Fitus, joined the ForAds platform. The network now comprises 74 clubs across Lithuania and 8 Lemon gym clubs in Riga. More than 1 million people — the weekly audience — are reached through 280 modern screens.
"Fairly quickly, we became convinced that an advertising channel aimed at an active audience that cares about health and longevity is very valuable. Talking with clients, we realized that it is increasingly difficult for them to reach people with high incomes. That is how the idea arose to look for new spaces where this audience gathers naturally. Sports clubs and padel and tennis arenas are exactly what is needed," explains Gaižauskienė.
The goal — a single network
ForAds invites all tennis and padel arenas in Lithuania to join. The network will become part of the ForAds advertising platform, where clients can choose different venues for digital advertising and plan campaigns by audience, territory or channel.
"Our goal is that in the future, an advertiser will not have to think about individual arenas. They will be able to choose a city, an audience or the entire network and, with one decision, reach people in different sports spaces. That requires scale, which is why we are now actively expanding the network of arenas," concludes Aušra Gaižauskienė.
Source: Verslo žinios; Source: foto.vz.lt
More from Артём Пасечник
157 articles
Related articles
- Elvis Presley Song Rights Holders Demand $41.1 Million from Anthropic
- Pinduoduo and Anthropic paid Kazakhstan 8 billion tenge in taxes
- Disney Will Show Super Bowl 2027 Through the Eyes of Star Wars Characters
- Mom's Touch to Open 50 Restaurants in Kazakhstan with Shin-Line
- Prada answered AI slop with a pencil: 6 million views and mice in the style of Disney