MediaTel

The Millennium Stadium, Old Trafford and Murrayfield are just a few of the high-profile venues secured by Stadia, a new national advertising contractor set up to target sports fans at stadia across the country.

The company, which was set up by former Wwwatt sales and marketing executive Ben Caulfield, specialises in placing ads on seat backs in sports stadia. A number of high-profile brands including Nestlé and Walkers have already carried out trail campaigns across the Stadia network, which claims to have access to around 80% of the UK's major sporting venues.

Caulfield insists that the medium is an attractive option for advertisers looking to target youth audiences. He said: "The chair-back adverts are a great proposition for brands trying to communicate with 16-34 year-old male audiences. We can offer advertisers the opportunity to brand an entire event and so far this has proved very popular."

Stadia has spent the last 18-months researching the effectiveness of seat-back advertising and claims that the medium generates 94% brand recall. The company is set to launch its first national campaign next month and Caulfield has high hopes for the future.

He said: "We've had some very positive feedback from advertisers wishing to use the network and whilst we aware that the UK market is finite we are looking to expand in Spain and the US."

The ongoing advertising downturn is prompting an increasing number of brands to experiment with less traditional types of media and with audience statistics and effectiveness research, Stadia claims to offer levels of accountability that advertisers find attractive.

Stadia: 01476 530 147

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