SAN FRANCISCO — Samsung Electronics Co. Ltd., a provider of thin-film transistor, liquid crystal display (TFT-LCD) panels, and Outdoor Promotions LLC, have announced that they are collaborating on an outdoor digital ad network to line the Las Vegas Strip.
The two companies will provide eighteen 70-inch diagonal, sunlight-readable digital information displays (DID) beginning in October on prominent bus shelters spanning the Vegas strip from the Mandalay Bay Resort & Casino on the south side of the Strip to the Riviera Hotel and Casino at the north end. Each LCD sign, which will deploy localized audio as well as full video, will be seen by an estimated 1.5 million pedestrians and 1.8 million cars every month.
“The launch of our digital curbside billboard network of LCD screens blanketing bus shelters along the Las Vegas strip will mark the most comprehensive advertising opportunity yet in the 24-hour city to make use of high-resolution digital signage,” said Gary Young, president and chief executive officer, Outdoor Promotions. “The Las Vegas Strip is unique because visitors come from all over the world staying on average just four days, therefore every four days, our curbside billboard screens essentially will be reaching a new audience.”
Outdoor Promotions has a 20-year agreement with the Regional Transportation Commission of Southern Nevada (RTC) to supply digital signage for bus shelter curbside billboards on the Las Vegas strip, maintain the signs and manage the advertising placed on display.
Offering a resolution of 1920 x 1080 pixels, the new 1080p, 70-inch digital signs are being customized to make them the brightest ever designed. While standard digital signage brightness is 600 nits and high bright 1500 nits, the new curbside billboard signage will have a brightness level of approximately 2000 nits. Each sign can display up to 16.7 million variations of color and can be seen clearly from virtually any angle.
“This trend-setting application is an excellent example of how real-time digital advertising will command a lot of attention and replace the outdated medium of paper posters – even in the glitziest city on earth,” said Scott Birnbaum, vice president, Samsung LCD Business. “Samsung is extending the reach of advertisers from increasingly popular indoor displays to truly dynamic messaging in the most challenging of outdoor environments.” Advertisements will be changed every 7.5 to 15 seconds on a continuous loop at each location. The initial eighteen 70-inch displays will be installed at bus shelters in front of the Wynn, Caesars, Planet Hollywood and Tropicana resort hotels as well as at entry points to the Las Vegas Fashion Show Mall in the fourth quarter of this year with another 20 being installed in early 2009.