Your client playing the tables in Vegas
Millions visit Sin City each year, and many are affluent.
October 15, 2012
Millions of tourists, many of them affluent, visit Las Vegas annually, making it a great location for out-of-home advertisers.
It's a slightly older crowd, with 70 percent of tourists age 40 or older, but they have plenty of money to spend, with nearly half making at least $80,000 per year.
One of the most popular methods of targeting Sin City visitors is having street teams hand out flyers promoting local businesses. Advertisers also employ traditional methods such as billboards, buses, taxis and the city's monorail system.
There are also new options for targeting gamblers in the casinos.
To find out how to get your client in front of tourists in Las Vegas, read on.
This is one in a Media Life series on buying out-of-home venues. They appear weekly.
Targeting tourists in Las Vegas.
A number of vendors handle advertising, depending on the medium.
How it works
One of the best ways to reach a large number of people, including tourists, through out-of-home advertising in Las Vegas is on traditional billboards. There are also 35 digital billboards in the city, split into five separate networks based on location.
Transit is another effective way to target tourists, whether it's on city buses, the town's many taxis or on the Las Vegas monorail. Advertisers can also get more creative, such as renting and fully wrapping buses to transport convention-goers to and from the airport.
Street teams often distribute flyers on Las Vegas Boulevard, better known as the Vegas Strip. Most of these flyers are for bars, clubs, shows and restaurants, and they can include some sort of call-to-action such as a coupon.
Most of the advertising inside casinos consists of banners and signage pushing shows, bars and clubs within that particular hotel or venue, but there is a new way to reach gamblers as they play.
A network of digital video screens 8.5 inches in diameter that run a loop of ads has been placed at gaming tables in eight casinos. There is no sound, but the ads can be videos up to 30 seconds long, or they can be static or animated.
The screens also include information specific to that gaming table, such as minimum and maximum wager, giving the gamblers a reason to look at the TVs. A portion of the loop is reserved for promotions within the casino.
Because the network is digital, advertisers can target in a number of ways, including time of day and location. They can also target more affluent tourists by using tables that are more high-stakes.
In August 3.34 million tourists visited the city, according to the Las Vegas Convention and Visitors Authority, up from 3.29 million in August 2011. Year-to-date through August, 26.7 million people have visited, up 1.8 percent from last year.
The city has 122 casinos, according to the World Casino Directory.
And it has 150,161 hotel and motel rooms, according to the LVCVA.
How it is measured
Measurement methods depend on the media. Outdoor ads are usually measured using street traffic data, while casino advertisers use the number of visitors to estimate impressions.
What product categories work well
Recent or current Las Vegas advertisers include jewelry, auto, apparel, energy drinks, alcohol, entertainment, telecom, video games and retail.
In 2011, 51 percent of Las Vegas visitors were male and 49 percent female, according to GLS Research data provided by the Las Vegas Convention and Visitors Authority.
Twelve percent were ages 21-29, 18 percent were 30-39, 22 percent were 40-49, 19 percent were 50-59, 9 percent were 60-64, and 20 percent were 65 and older.
Just 1 percent have an annual household income of $20,000 or lower, with 3 percent between $20,000 and $39,999, 14 percent between $40,000 and $59,999, 24 percent between $60,000 and $79,999, 17 percent between $80,000 and $99,999 and 32 percent at $100,000 or more. The remaining 9 percent didn't know or didn't answer.
Making the buy
Lead time varies depending on the medium used. Most outdoor media such as billboards and transit have typical lead times of three to four weeks. Lead time for digital ads in casinos can be shorter, a week or less.
Pricing also varies. Billboards can range from $10,000 to $50,000 per month, taxis from $200 to $2,000 per month per cab, and buses from $150 to $4,500 per month per bus. Digital ads in casinos are sold on a CPM basis, usually mid-single-digits.
Who's already been in Las Vegas
Current or recent brands that have advertised in Las Vegas include H&M, Speck, Jack Daniels, GM, Dodge, Guess, Rockstar, Microsoft, Coca-Cola, Red Bull and Sprint.
What they're saying
"You've got people who are there willing to spend money. When they're done gambling they go to clubs, restaurants, shopping, to spas–they're out actively spending money. On the branding side, for the advertisers, Vegas is a shopping Mecca." — Jay Goldstein manager of the digital out-of-home division at Vector Media
Web site info
Clear Channel Outdoor (Digital billboards)
Las Vegas Monorail
Vector Media (Buses, gaming table screens)
Regional Transportation Commission of Southern Nevada (Buses)
Las Vegas Distribution (Flyers)
Direct to Door Marketing (Flyers)
Frias Transportation Management (Taxis)
Taxi Ads Las Vegas
Blue Line Media
Tags: ads, advertisers, advertising, advertising in casinos, advertising in las vegas, billboards, casino advertising, Jay Goldstein, las vegas, las vegas advertising, out of home, out of home advertising, outdoor advertising, Vector Media, vegas
CW’s DC Comics crossover finishes strong
Imagining local advertising, 10 years down the road
So cool: Petting cheetahs at the Canberra airport
And now, iHeartRadio hops into on-demand music
Rachel, all they do here is fight and fight
Introducing Media Life’s Out of Home Premium
Weekend TV: College Football Playoffs take shape
Starting Sunday, a new place to watch the NFL
Liga MX playoffs score on Spanish-language TV
The best sports cities: Rankings for big and small
‘Circle of Love’ lifts NBC to best Wednesday in years
This week’s broadcast ratings
Programming blog: What’s canceled and renewed
- Myra Nussbaum becomes group creative director at DDB Chicago
- Claudio de Souza rises to vice president at Isobar U.S.
- Agathe Guerrier becomes head of strategy at BBH Los Angeles
- Stephanie Lee-Pang becomes executive director at Grey New York
- Masami Yamamoto and Lee Straus rise at NBC
- Scot Gillespie becomes VP and CTO at The Washington Post
- Lauren Johnson becomes integrated ad director at Esquire
- Tim Taliaferro becomes editor in chief at Texas Monthly
- Matthew Breen becomes editorial director at Logo
- Chase Green, Lynneise Joseph and Katrina Pallant rise at Africa Channel
- Joe Biden guesting on CBS's 'The Late Show'
This week’s broadcast ratings
This week’s cable ratings
This week’s top-rated movies, songs and books
This week’s daypart ratings
This month’s digital traffic data: August 2016
This month’s new media traffic data
Media supervisor opening in New York
Media buyer/planner position in Madison, WI
Digital buyer/planner opening in Madison, WI
Cincinnati agency needs a senior media strategist (online)
Senior media buyer position in San Diego