Proving that native advertising can travel just about anywhere, Golf Digest is launching its first native Web ad that will use Adobe's data to track the social conversation around next week's Masters tournament in Augusta, Ga., while promoting its analytics services.
The Golf Digest Social Hub uses real-time analytics from Adobe’s Marketing Cloud to collect and share data via three different widgets, which will also viewable on the magazine’s mobile site. The Golf Digest @ The Masters Twitter feed aggregates tweets from the magazine’s handle as well as its editors and 15 top golfers. A Trending Terms widget collects the most popular Masters-related terms from throughout Twitter and uses them to create a real-time word cloud. And a Performance Dashboard breaks down social analytics into mini-reports on topics like which states are consuming the most Masters Web content, what devices people are using to view it, and which stories are creating the most buzz.
Adobe is also using the hub to showcase its Marketing Cloud services to c-suite executives. “Adobe realized that golf is very important to this demographic,” said Luan Pham, executive director of integrated marketing at Golf Digest. “The goal here is to have a CMO make that connection where he sees the power of using social analytics…and for Golf Digest to feature how we’re leveraging our talent as well as some of these analytics to better understand the social space.”
Golf Digest plans to use the social hub for other Majors tournaments throughout the golf season, said Pete Hunsinger, president and publisher of Golf Digest Publications.