{"id":5293,"date":"2023-10-09T10:48:26","date_gmt":"2023-10-09T08:48:26","guid":{"rendered":"https:\/\/ctakomunikacije.hr\/?p=5293"},"modified":"2025-04-01T16:58:42","modified_gmt":"2025-04-01T14:58:42","slug":"dooh-advertising-started-from-las-vegas","status":"publish","type":"post","link":"https:\/\/ctakomunikacije.hr\/en\/dooh-advertising-started-from-las-vegas\/","title":{"rendered":"Spectacular evolution of DOOH advertising started from Las Vegas"},"content":{"rendered":"\n<p>Late on September 29, as The Edge&#8217;s amplifier roared with the opening riff of \u2018Zoo Station\u2019, Las Vegas officially unveiled the <a href=\"https:\/\/www.thespherevegas.com\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Sphere<\/a>s groundbreaking concert venue poised to revolutionize the entertainment industry. After four years of construction and a $2.3 billion investment, the Sphere boasts the world&#8217;s largest LED interior, spanning 15,000 square metres with 16K resolution. Its 54,000-square-metre exterior is also adorned with LED screens.<\/p>\n\n\n\n<p>But it does not end there &#8211; equipped with 167,000 speakers, even embedded in the floor, Sphere can accommodate over 18,000 attendees.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">&#8220;The best visual and auditory experience there is&#8221;<\/h2>\n\n\n\n<p>This miracle of technology opens with a residency of 25 concerts by U2, a band that over the last 30 years, has always pushed the boundaries of technology and set even higher standards each time, with each new tour.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"It&#039;s no secret at all... #U2UVSPHERE\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/wzIZA6LnCvs?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>If you own a mobile phone and a profile on one of the social networks, the chances that you have not seen at least a few seconds of the show currently taking place in the Sphere are equal to zero. <a href=\"https:\/\/www.avclub.com\/u2-las-vegas-sphere-humanity-peaked-1850893634\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">AVClub<\/a> thus comments that with the first concerts in the Sphere, humanity reached its peak, Rolling Stone writes that this is a quantum step forward for the concert industry, while The Telegraph states that it is the best<a href=\"https:\/\/ctakomunikacije.hr\/vaznost-vizualnog-sadrzaja-u-pr-kampanjama\/\" target=\"_blank\" rel=\"noreferrer noopener\"> visual<\/a> and sound experience you could see or hear in your life.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"U2 Opening Night of the Las Vegas Sphere - FPV Drone Fly Through\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/GjbHnI0CX-k?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>In addition to forever changing the way the entertainment industry will think, Sphere also represents a huge step forward in DOOH (digital \u2013 <a href=\"https:\/\/ctakomunikacije.hr\/nadrealisticni-marketing-kao-buducnost-ooh-oglasavanja\/\" target=\"_blank\" rel=\"noreferrer noopener\">out of home<\/a>) advertising. Namely, after the first time the outdoor LED screens were turned on, the hall became the biggest visual attraction in Las Vegas, and perhaps in the world.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The NBA as the first buyer of advertising space<\/strong><\/h2>\n\n\n\n<p>This was quickly detected by the advertising industry, so Sphere transformed into a basket ball a few weeks ago. It was the NBA that first recognized the potential that lies in the largest spherical object on the planet.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Sphere Vegas x 2023 NBA Summer League\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/EvuL6CTEBxA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>\u2013 Sphere is first of its kind and it naturally catches the eye of anyone who comes across it. f you compare it to various outdoor media opportunities, it definitely is a highly visible, unique way to break through the clutter\u2013 explained Tammy Henault, NBA Chief Marketing Officer,&nbsp;<a href=\"https:\/\/digiday.com\/marketing\/marketers-eye-advertising-on-las-vegas-newest-flashy-entertainment-venue-the-2-3b-msg-sphere\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">in an interview for Digiday<\/a>.<\/p>\n\n\n\n<p>\u2013 It is a huge opportunity to create something of a great spectacle and not to think in two dimensions, not to think of it being simple messaging as this is a chance to be interactive. We\u2019re beginning to understand the huge possibilities for brands, but it\u2019s about spectacle and it\u2019s those things that brands can really lean into&#8221;, said Guy Barnett, Vice President of Brand Strategy and Creative Development at Sphere Entertainment.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Sphere | 4th Of July Event | Full Highlights\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/jt5-R-zHFog?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>How much will the lease of Sphere exactly cost is yet unknown, but it will certainly vary depending on the time of day, seasonality and the duration of the content that will be shown. What is certain is that brands will have to think in three dimensions.<\/p>\n\n\n\n<p>\u2013 \u201cWe\u2019re going to see how [this] evolves, whether it\u2019s some of the tech companies or brands. What might a car company, airline, or an insurance company do? How might they tell a story on a canvas that size with so much attention focused on it\u2013 explained David Hopkinson, president of MGS Sports, the sister company that owns Sphere.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>True evolution in the consumerism capital<\/strong><\/h2>\n\n\n\n<p>\u2013 Unlike most advertising campaigns where a consumer sees it when it\u2019s displayed, we believe that a lot of the advertising power that Sphere represents will be when those ads are amplified socially and the better the creative is, the greater the amplification will be \u2013 said Hopkinson.&nbsp;<\/p>\n\n\n\n<p>Alejandro Donzis, co-owner of Beeyond Media, agrees with him. \u201cThe Las Vegas Sphere represents an evolutionary step in how we perceive and interact with advertising,\u201d said Alejandro Donzis, CEO and co-founder of Beeyond Media. \u201cIt\u2019s not just about grabbing attention anymore, but about creating meaningful, engaging, and dynamic experiences for audiences.\u201d<\/p>\n\n\n\n<p>\u2013 Everyone\u2019s going to be taking a picture of this and sharing it on social media, and brands who do it right will benefit exponentially from the social exposure,\u201d said Anna Bager, president and CEO of Outdoor Advertising Association of America.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"An inside look at the brand new Las Vegas Sphere\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/IjALZGztUh4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>If we look at scenes from U2&#8217;s performances or the thousands of photos and videos that random passers-by have captured on the streets of Las Vegas over the past few weeks, it is actually quite logical that the evolution of DOOH advertising took place precisely in the capital of capitalism and consumerism.<\/p>\n\n\n\n<p>Sphere is thus a sort of a roadmap for the direction in which outdoor advertising will develop, and that direction is the one of spectacle and glitz that have never been seen before. And this, according to the owners of Sphere, is just the beginning &#8211; their long-term plan is to build such facilities all over the world.<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Late on September 29, as The Edge&#8217;s amplifier roared with the opening riff of \u2018Zoo Station\u2019, Las Vegas officially unveiled the Spheres groundbreaking concert venue poised to revolutionize the entertainment industry. After four years of construction and a $2.3 billion investment, the Sphere boasts the world&#8217;s largest LED interior, spanning 15,000 square metres with 16K resolution. Its 54,000-square-metre exterior is also adorned with LED screens. But it does not end there &#8211; equipped with 167,000 speakers, even embedded in the floor, Sphere can accommodate over 18,000 attendees. &#8220;The best visual and auditory experience there is&#8221; This miracle of technology opens [&hellip;]<\/p>\n","protected":false},"author":23,"featured_media":3293,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[97],"tags":[149],"class_list":["post-5293","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trends","tag-digital-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/ctakomunikacije.hr\/en\/wp-json\/wp\/v2\/posts\/5293","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ctakomunikacije.hr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ctakomunikacije.hr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ctakomunikacije.hr\/en\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/ctakomunikacije.hr\/en\/wp-json\/wp\/v2\/comments?post=5293"}],"version-history":[{"count":2,"href":"https:\/\/ctakomunikacije.hr\/en\/wp-json\/wp\/v2\/posts\/5293\/revisions"}],"predecessor-version":[{"id":5300,"href":"https:\/\/ctakomunikacije.hr\/en\/wp-json\/wp\/v2\/posts\/5293\/revisions\/5300"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ctakomunikacije.hr\/en\/wp-json\/wp\/v2\/media\/3293"}],"wp:attachment":[{"href":"https:\/\/ctakomunikacije.hr\/en\/wp-json\/wp\/v2\/media?parent=5293"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ctakomunikacije.hr\/en\/wp-json\/wp\/v2\/categories?post=5293"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ctakomunikacije.hr\/en\/wp-json\/wp\/v2\/tags?post=5293"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}