World’s Largest Digital Billboard Offered In Naming Rights Package with Adjacent Retail Center

World’s Largest Digital Billboard Offered In Naming Rights Package With Adjacent Retail Center

More Than 25 Million People Walk By Branded Cities Network’s Harmon Corner Digital Billboard Annually

LAS VEGAS, NV — The world’s largest digital billboard is now available for corporate sponsorship, according to Branded Cities Network, a leader in large format digital signage. Branded Cities’ naming rights offer provides a single sponsor with the opportunity to gain high visibility at one of the busiest intersections on the Las Vegas Strip, directly above Harmon Corner Retail, a 110,000-square-foot, three-story retail center.

The Harmon Corner digital billboard is longer than a football field, measuring 60-foot-tall by 306-foot-long, and is surrounded by major hotels, casinos and destinations, such as Bellagio, Planet Hollywood, Cosmopolitan, Monte Carlo and CityCenter. Annually, more than 25 million people walk by Harmon Corners at the intersection of Las Vegas Boulevard and Harmon Avenue. An additional 24 million vehicles drive past the sign every year providing a unique opportunity in the world of naming rights, which is usually associated with sports stadiums and arenas. In addition, the package includes naming rights for the adjacent 110,000 square-foot, three-story Harmon Corner Retail Corner.

Branded Cities is seeking a multi-year, multi-million dollar agreement to transform the sign and entire location into “Your Company Corner.” The deal includes prominently placing the new name above the sign and throughout the retail center, and providing showroom space in the center to the new sponsor. While the sign will sport the name of an official sponsor, Branded Cities will continue to exclusively sell advertising on the state-of-the-art digital sign. Dave Groff, head of sponsorships for Branded Cities, is leading the naming-rights project.

More Than 25 Million People Walk By Branded Cities Network’s Harmon Corner Digital Billboard Annually

“This is an unprecedented chance to own the Las Vegas Strip,” said Steve Feinberg, Chief Branding Officer of Branded Cities. “Naming rights at a location like this is an immense branding opportunity and creates a powerful marketing and sales platform. At Harmon Corner we have distinct structures, an iconic sign and a vibrant retail center, which attract tens of millions of people each year and offer shopping, entertainment and creative content. It is a focal point on one of the busiest thoroughfares in the world. Naming rights can be a powerful tool when extended to unique, highly visible, iconic structures like these.”

The sign was unveiled in 2012 and has quickly become one of the leading destinations on the Strip, on par with Times Square in New York City. It is a location Branded Cities knows well, as it operates the largest iconic digital portfolio in Times Square.

Free Trend Report: Why Location Is the New Currency of Marketing

Free Trend Report: Why Location Is the New Currency of MarketingFinding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.

Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.

Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.

Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.

Highlights from Why Location Is the New Currency of Marketing include:

  • The Connected Consumer
  • Leveraging the Moment
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  • Amplifying Reach With DOOH Media

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