Out of Home
Your client doing a show in Las Vegas
By Kathy Prentice
May 19, 2008 - 1:05:20 AM

Advertisers can place their video ads within eyeball range of consumers visiting casinos as they gamble, dine, shop and wait in line for shows.

To find out how to get your client’s message in front of consumers while they’re on vacation in Vegas, read on.

This is one in a Media Life series on buying the new out-of-home venues. They appear weekly.

Fast Facts

What
Ads placed on video screens in casinos on the Vegas strip.

Who
Casino Channel Network (CCN), headquartered in Bingham Farms, Mich.

How it works
Ads are looped with content and displayed on screens placed in different areas of casinos and hotels.

Screens are suspended over gaming tables, at hotel registration areas, near buffet lines, in hallways and in other well-traveled areas.

The loop is 15 minutes and consists of 65 percent advertising, 20 percent hotel-casino promotion and 15 percent lifestyle entertainment. Content includes programming provided by the properties, which could include events at the casino, shows, spas and restaurants.

Content also includes entertainment like music videos, gaming tips and celebrity interviews.

Audio is available on 5 percent of the network, and as Kollman notes, it's not appropriate for venues like casino tables.

Advertisers provide creative. They can submit an existing spot to be re-formatted or develop creative specifically for the casino environment.

Advertisers use the screens for both branding and promotions.

“The interactive stuff is 15 to 20 percent of ads," says Kollman. "It’s calls-to-action accessed by hand-held devices and might be a text message to win a prize or to vote in a contest or to get more information on a promotion.”

***image1***The LCD screens are 49 inches wide and 33 inches high. Larger or smaller screens are used in some locations based on viewing distances.

Video, animation and stills can be used.

The same loop runs on each screen within a casino but can vary between properties.

Ads can be day-parted or aired in specific zones within the venue. Advertisers are 60 percent national, 40 percent local. Product exclusivity is available.

The program is currently available in the Luxor and Excalibur hotel casinos.

In addition to casinos, screens are also available at the Fashion Show Mall Premiere and other shopping areas.

Advertisers can target demographic groups by casino or daypart.

Markets
The program is available in Las Vegas.

There are plans to expand to Atlantic City within the next year. CCN is also expanding into Native American casinos in North America.

Numbers
Each ad airs four times per hour, 24/7, for a total of 2,880 airings per month.

There are currently 37 screens and two video walls in the network.

Each property in the network reaches more than 1 million visitors per month, according to a Las Vegas Convention and Visitors Authority visitors study.

How it is measured
Impressions are estimated using numbers generated by people counters installed at entrances and exits of properties in the network. The people counters are dual-beam infrared devices that can count visitors both entering and exiting a property at all points.

Research
Dwell time in eyeshot of the screens ranges from six to eight minutes, according to a CCN study.

Visitors to Las Vegas spend an average $530 per person on non-gaming activities during their stay.

What product categories do well
Travel, wireless, music, spirits, automotive, retail, jewelry and other luxury items are top categories.

Demographics
According to a 2006 Scarborough Las Vegas Visitor Profile, 52 percent of visitors are male. In terms of age, 32 percent are between 18-34, 63 percent between 18-49, and 68 percent are 35 or older.

 Household income breaks down as $50,000 to $75,000 at 19 percent and $75,000 and higher at 47 percent. Three fourths have attended college.

Making the buy
Lead time is two weeks. Ads are sold in four-week flights. Advertisers buy the network.

The CPM is $5. Production assistance is available for an additional fee.

Who’s already on casino screens
This is a new program.

Web site info
Casino Channel Network at http://www.casinochannelnetwork.com