The Future of OOH is Sp(here) Imagine a billboard that isn't just a static image, but a portal to immersive experiences. Las Vegas' newest addition, the Sphere, isn't your typical advertising platform. This $2.3 billion architectural marvel boasts the world's largest LED screen, not just for entertainment, but to usher in a revolutionary era of Digital Out-of-Home (DOOH) advertising. Buckle up, because the future of billboards might just be spherical. Of course, with a building costing billions, not only the outer part, or the Exosphere, is in use. In fact, there's a huge theatre inside that can accommodate 17,600 seats on seven levels and host concerts, 3D shows, and lately it's been announced that the Sphere will host Fiscal 2024. It’s worth mentioning that Sphere Entertainment posted revenue of $314M in the First Full Quarter. Based on the ball’s size and the building cost, this electrified ball is the future of Out-of-Home advertising, it has debunked a lot of difficulties that any OOH advertiser may meet, such as visibility and limited creativity, not to mention the boredom that the static billboard may create. Why Sphere Las Vegas the Future of OOH? Unique visibility and cinematic reality: The Sphere's massive, spherical design creates a 360-degree canvas for digital displays, making it impossible to miss and offering a truly immersive experience for viewers. This can grab attention much more effectively than traditional billboards or signs. Mind-blowing storytelling: The flexibility of the digital format allows for creative storytelling that goes beyond static images. Advertisers can use video, animation, and even interactive elements to create a more engaging and memorable brand experience. Imagine a car commercial where you feel like you're cruising down a highway or an athletic apparel ad that makes you feel the energy of a workout. A potential model for the future: While the Sphere itself is unique, its success could pave the way for more OOH displays that incorporate similar technology and design principles. This could lead to a future where OOH advertising is more dynamic, interactive, and effective at reaching consumers. Brands Seen on Sphere Las Vegas Pepsi Pepsi, which is also Sphere partner, used the venue's unique design to promote its Wild Cherry soda before the Super Bowl in 2023. They displayed a giant can and made it appear as if the Sphere itself was filled with the drink. Additionally, they collaborated with influencer Zach King to create a viral video (25 million views on TikTok) showcasing him seemingly drinking Pepsi straight from the Sphere. Marvel’s Spider-Man 2 To celebrate the release of Marvel's Spider-Man 2, the Las Vegas Sphere displayed a giant ad featuring a fight between Spider-Man, Miles Morales, and Venom. People on social media have been sharing videos of this impressive display. Meta Quest 3 Taking inspiration from the metaverse, the Las Vegas Sphere became a giant billboard for Meta Quest 3's Expand Your World campaign. The dazzling visuals showcased people breaking free from limitations and exploring fantastical worlds. This immersive display highlighted the groundbreaking power of Meta Quest 3 and its ability to transport users to incredible virtual experiences. The campaign served as a call to action, urging viewers to step into the exciting possibilities of virtual reality. Xbox In a stunning display of marketing muscle, Xbox transformed the MSG Sphere into a colossal canvas for their latest Power Your Dreams campaign. The experience begins with a powerful takeover, the iconic Xbox X symbol dominating the entire Sphere. This mesmerising introduction seamlessly transitions into a breathtaking showcase of the gaming world that awaits Xbox players. Utilizing stunning anamorphic 3D footage, the ad immerses viewers in the captivating landscapes of hit titles like Starfield, Forza Motorsport, Senua's Saga: Hellblade II, and Cyberpunk 2077. The dazzling visuals are further amplified by the unmistakable Las Vegas skyline, creating a unique and unforgettable experience. This immersive activation by Xbox is a must-see for any gamer, truly pushing the boundaries of what marketing can achieve. NBA Genius move by the NBA! The NBA's Summer League announcement on the Las Vegas Sphere is a masterclass in simplicity. Leveraging the Sphere's unique form, they've transformed it into a giant basketball, instantly grabbing attention and perfectly capturing the spirit of the event. This creative use sets a high bar for future Sphere activation in other sports. 5 Facts about the Sphere in Las Vegas 1- The Las Vegas Sphere's grand opening had to wait! Originally planned for 2021, the COVID-19 pandemic and resulting supply chain problems pushed the debut back two years. Construction was well underway by early 2020, but MSG Company, the contractor, announced a halt in March of that year. By August, they confirmed the opening would be delayed until September 2023. 2- For an average advertising spot on the Las Vegas Sphere, expect a price tag around $450,000 per day or $650,000 per week. This is based on what's been reported publicly. 3- The giant screen of the Las Vegas Sphere has become a battleground for marketing supremacy between Xbox and PlayStation! Both gaming giants have invested heavily in advertising campaigns on the Sphere. 4- The first brand to advertise on the Las Vegas Sphere was the National Basketball Association (NBA). They secured a two-week campaign to promote the NBA Summer League. 5- The exact percentage stake PepsiCo holds in the Las Vegas Sphere partnership isn't publicly available. Partnership agreements often involve confidential details including financial investments. This partnership grants PepsiCo rights to be the primary beverage and snack supplier for the venue.
