DOOH Space Expands: Wynn Las Vegas To Gas Station Nets

WynnThere has been a veritable explosion of new products, services and partnerships from new and established DOOH players. The following is a quick roundup of recent activity.

Wynn Las Vegas is promoting its properties to visitors through a new interactive advertising campaign in 1,000 taxicabs equipped with Show Media digital displays, highlighting Wynn Las Vegas and Encore dining, entertainment, attractions, shopping and nightlife with custom content delivered based on the vehicle’s current location.

The partnership gives Wynn the exclusive rights to programming on Show Media displays in the taxis, which consist of a 10.1-inch HD monitor with touchscreen technology. The taxis carry some 50,000 passengers per day, according to Show Media founder and CEO Laurence Hallier.

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In New York City, Monster Media announced a partnership with Cemusa which will bring interactive digital advertising to eight digital newsstands in Times Square. The screens are embedded in newsstand kiosks and employ Monster’s interactive technology to enable gesture-based activation, photo and video capture and gaming to engage passersby with digital advertising.

The Monster Media displays are also equipped for mobile interactivity and email campaigns. According to data from the Traffic Audit Bureau, the kiosk units generate over 500,000 impressions per week.

Moving inside to doctors’ waiting rooms, AccentHealth is introducing eight new “condition-specific” networks, focused on health issues relevant to patients visiting such venues. The new condition-specific networks are devoted to arthritis pain, chronic obstructive pulmonary disease, smoking cessation, gout, low-T (low testosterone), multiple sclerosis, osteoporosis and overactive bladder.

These join nine other networks previously introduced by AccentHealth in May 2011, focused on allergy, mental health, asthma, diabetes, GERD, rheumatology, heart health, men’s health and senior women’s health. These, in turn, are built on the four original networks targeting general (primary care), Ob-Gyn, pediatric, and senior health.

On the finance side, Ellman Companies -- which operates DOOH network EL Media -- announced that Cantor Fitzgerald has taken a stake in the DOOH division. EL Media’s DOOH network includes digital signage in LA, Las Vegas, Phoenix, Denver, and San Jose, in the U.S. and in Canada (through a joint venture with Clear Channel Outdoor) in Toronto, Montreal, Ottawa, Edmonton, Vancouver and Winnipeg. Last year, EL Media signed a deal with Panasonic Corporation to expand its digital signage network throughout North America.

In the area of content, gas station DOOH network Outcast announced it will display film ratings from over 13,000 gas pump screens nationwide. Outcast cited a recent Gfk MRI study showing that adult fuel consumers are 39% more likely to go to the movies at least once a month, and 65% more likely to see movies on opening weekend.

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