Financial news and information publisher Bloomberg is expanding its digital video production and distribution through a partnership with the Branded Cities Network, a division of EL Media Holdings,
that operates a network of large digital signs in New York’s Times Square, Las Vegas, and elsewhere.
Under the terms of the deal, Bloomberg Media will create short video clips that
are designed to inform and entertain with content in the technology, luxury, and business categories, touching on travel, automotive and entertainment, among other subjects. Bloomberg will also
collaborate with Branded City to recruit marketers to sponsor the new content on the BCN Digital Network.
Phoenix-based BCN’s screens range in size from 1,344 square feet to 18,360
square feet. (The latter is the world’s largest LED sign, located on the Las Vegas strip.) The company’s advertising inventory includes adjacent spots, five-second tags, and lead-in spots,
all with full-motion video capabilities.
No coincidence, the period around Advertising Week has brought a flurry of activity in the digital out-of-home space. Last week, Branded Cities
announced that it is giving the digital signage on the NASDAQ MarketSite Tower in Times Square a big makeover in partnership with Panasonic Eco Solutions North America and ABC Regional Sports &
The 10,800-square-foot LED billboard, located at the southeast corner of Broadway and 43rd Street, will be replaced with a new high-resolution billboard incorporating
surface-mount LED technology. The signage inventory will be jointly marketed and sold by Branded City and ABC RSES.