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Bond windows at Harrods
Claire Perry, outdoor planner at MediaCom, spotted Monster Media's motion-controlled interactive shop windows at Harrods, promoting the new Bond film Quantum of Solace. She says: "These screens have great standout and a guaranteed high footfall. Passers-by can't help but notice the displays as the sound showers instantly capture shoppers' attention." |
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Interactive James Bond display a quantum leap for Harrods
Harrods is experimenting with interactive displays in its store windows as part of a James Bond-themed display.
Four 70-inch LCD screens have been installed in the department store's Brompton Road exhibition windows, and use sensors to trigger special effects when shoppers walk past.
The screens have been installed together to create a substantial display in one of Harrods windows, playing clips from the new release Quantum of Solace.
As shoppers walk past a screen, the system tracks their movement and slowly turns the screen black, mimicking the famous special effects used to introduce many Bond movies.
The two-and-a-half minute trailer only plays in response to motion, rather than running on a loop.
The screens are joined in the windows by an Aston Martin car and Sunseeker boat that were both used in the movie. Also on display are a suit and dress worn by the main characters in the film, as well as a Bollinger champagne bar.
Harrods says that it is the first time the technology, created by Monster Media, has been used in retail within the UK. The installation is a trial, but Harrods says it will consider using the system again for other promotions.
The MonsterVision system and the content it plays can be managed remotely. It can also let consumers send messages to the system by mobile phone. |
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Harrods Says “Now Pay Attention 007″
Surprisingly we haven’t seen that much digital out of home activity with regard the latest 007 Bond film.
Mind you, Harrods always does cracking window displays and here we see yet another fine example - this is all using Monster Media systems.
David Mckie, European Director, told us exclusively, “We were very excited to work with Harrods on this famous movie release, we feel our interactive technology is perfect for high impact brand visibility!”
He added “Monster Media UK can always deliver a special “wow’ for all that pass the window” |
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Movement sensitive display at Piccadilly
Original post from electric-avenue.com
Monster Media & DSN have recently installed a interactive screen within the Zavvi (Virgin Megastore) window at Piccadilly, London. The technology as used for our Adobe campaign at the same store in May 2007 allows the viewer to control content on the screen through their body movements & gestures. Campaigns can be bought on the screen with immediate effect and various ‘off the shelf’ and bespoke interactive content options are available.
Click here for Zavvi video |
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Monster Media Turns Heads and Pages in Sony Vaio Interactive Storefront Campaign
Window shopping will never be the same. Orlando, FL-based Monster Media, which produces dynamic, digital, interactive advertising for storefronts, public spaces, and sports and entertainment venues, unveiled a four-location, storefront, interactive installation that allows passersby to browse the new line of Sony Vaio computers that feature Sony’s HDNA branding.
Installations in NYC, Los Angeles, San Francisco and Chicago utilize Monster Media’s patented, MonsterVision WindowFX technology, through which Monster Media converts vacant storefronts into interactive displays.
Passersby do double-takes when, as they move by, pages turn to reveal different models and features of the Sony Vaio line. Light-pulsing graphics change colors to highlight the laptop’s high-definition technology and desktop-computer products. The storefronts also feature Sony’s signature, multi-color, DNA-strand branding that runs through the middle that warps and moves as passersby wave their hand in front of the display.
“This campaign showcases Monster Media’s industry-leading technology, which allows us to create points of interaction with advertisers’ products and services,” said John Payne, Monster Media’s president. “Our WindowFX technology takes ordinary storefronts and brings them to life, so passersby aren’t just seeing a picture of a laptop, they are exploring its features. It’s more captivating than a static billboard.”
The campaign installations in NYC (675 3rd Ave.), San Francisco (1000 Van Ness Ave.) and Chicago (900 Wabash) will run until September 14, 2008; the Los Angeles installation (7278 W. Sunset Blvd.) will run until September 7. |
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Monster Media opens London office
Monster Media announced this week it is opening a London office in order to serve customers throughout Europe.
The London office, which will be headed by David McKie, director of European services. The Orlando-based media company said installation agreements with transit systems, airports, retailers and sports teams in key European cities, including Rome, Milan and Madrid, already are in place.
Monster Media President John Payne said the new office is expected to help the company continue the year-over-year growth it has achieved since launching in 2004.
The company's media-related installations consist of large-format applications on billboards, airport walls, transit systems, sports arenas and storefronts using its interactive MonsterVision WallFX, WindowFX, ScreenFX and GroundFX technologies.
Monster Media clients include Lexus, Clorox, Adidas, Norwegian Cruise Line and TravelZoo.
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Behind the Glass of Interactive Ads: Monster Media
In a continuing look at interactive outdoor advertising, 3 Minute Ad Age goes behind the glass with Monster Media. The 4-year-old Orlando, Fla., company's computer-controlled, rear-projected animations and video displays are now among the country's largest and most physically engaging forms of street-level advertising. Monster also works closely with JCDecaux and CBS Outdoor on interactive airport signs that respond like huge video-game screens to pedestrians. |
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MTA video ads cash in on station walls
Projected high-definition video ads on walls throughout the subway system are the MTA's newest attempt to attract more advertising revenue as well as the often-elusive attention of New Yorkers.
At Grand Central, where it costs $200,000 to saturate the subway station with ads, an 8-by-20 foot video projection on a passageway wall is enticing riders to travel to Chicago, Toronto and even far off Bali. The Travelzoo commercial, which kicks off the Metropolitan Transportation Authority's projected ad campaign, has been on the wall since the start of the month.
MTA officials are looking to expand the campaign into 19 other stations, including Union Square and Herald Square.
The ads are meant to entice advertisers to spend their money in the subways rather than a billboard elsewhere, said Rocco Krsulic, the MTA's real estate chief.
"They get your attention because they look like a TV," said George Boseman, 25, as he headed to an acting job on the 42nd Street Shuttle. "If they make more money, that's good."
The video projections are now a part of the MTA's station-blanketing ad efforts, which is expected to boost revenues between 15 and 20 percent through this latest promotion avenue. Besides Travelzoo, BMW already has signed on for a wall in Union Square for the month of February.
"People are used to looking at posters and I think they'll notice this more," said Jorge Cuello, 15, as he wandered through the travel ad in Grand Central, where when passersby walk through the light stream from the projector, digital snow globes are shaken up to reveal fares for different getaways.
"It's cutting edge technology," the teen said.
The MTA is also scoping out the infrastructure on highly-trafficked station platforms to see if it can support equipment for projections onto adjacent tunnel walls, Krsulic said.
Projected commercials is a growing medium, particularly in a city that offers a huge canvas, said Jeff Golimowski, spokesman for the Outdoor Advertising Association of America.
"It's the reason why outdoor advertising is the fastest growing advertising media outside of the Internet," Golimowski said. |
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Follow the Moving Billboards (in MonsterVision!)
Trains, passengers and rats are not the only things moving in subway stations these days. Billboards are beginning to move, too.
CBS Outdoor, which holds the subway advertising contract with the Metropolitan Transportation Authority, installed its first motion-activated display screen at 34th Street-Herald Square about a year ago. (Target and Adidas are among the advertisers who have used the screen there.) Last week, CBS did some tweaking on a new display screen at 14th Street-Union Square. And two more stations may get the screens, said Larry Levine, the president of displays for CBS Outdoor. He added that no one has complained about being caught in the bright beams.
“As people walk by, elements of the ad will change,” Mr. Levine said. Some sense of how they work can be seen on the Web site of Monster Media, which developed the display technique, called MonsterVision.
Normally, the screens will be sold in “station domination” deals, where single advertisers take over an entire station. And — for a moment — anyone who comes in their path. |
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HBO creates interactive window displays at Virgin
HBO Video is teaming with Virgin Megastores on an interactive window display designed to get shoppers to wrap—and unwrap—HBO DVDs as holiday gifts.
The window installations, set to span all 11 U.S. Virgin storefronts, feature 52-inch LCD flat-screen TVs that project images of HBO DVDs covered in wrapping paper. Through motion-detection technology, shoppers can wave their hands in front of the windows to tear off the paper and view what’s inside the gifts. The Sopranos and The Wire will be among the hidden titles.
The campaign kicked off on Nov. 19 and runs through Dec. 31.
An enhanced version of the advertising scheme will be built at the Times Square location, where multiple consumers will be able to unwrap various gift boxes simultaneously. A different HBO DVD will be revealed each time someone removes the wrapping paper.
“We’re always looking to develop unique ways of marketing HBO Video DVDs—from our award-winning advertising campaigns to ground-breaking retail programs,” said Sofia Chang, senior VP of marketing and creative services at HBO Video. “The Virgin Megastores’ metropolitan locations provide the perfect window for this unexpected showcasing of HBO programming on DVD.”
Dee McLaughlin, Virgin Entertainment Group VP of marketing, added, “Our brands complement each other; we both pride ourselves on bringing something special to the customer in new and exciting ways. Virgin Megastores offers the full range of HBO products, from apparel to DVDs, so we’ve worked together to find a new way to engage and communicate our offer to our customers." |
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Monster Media develops interactive marketing display
Local advertising firm Monster Media has joined forces with HBO Video to launch an interactive holiday advertising campaign at Virgin Megastore's 11 nationwide locations -- including the Downtown Disney store.
The storefront campaign, which runs through Dec. 31, promotes HBO Video's top DVD titles on 52-inch LCD flat-screen TVs. The displays will allow consumers to interact with motion-detected screens, which show a wrapped gift box opening into an HBO Video recently released DVD. Once the gift unwraps, interactive snowflakes appear over the screen.
Orlando-based Monster Media has developed advertising platforms for some of the nation's top brands, including Target, Hewlett-Packard, Lexus, Miller Brewing Co., Travelzoo and Orbitz.
The HBO Video campaign is the firm's first national retail program, says John Payne, Monster Media president, in a prepared statement. |
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Miami International Airport is on the hunt for a new advertising company.
Passengers at Miami International Airport may soon be seeing advertising everywhere from flight information displays to ticket counter monitors and jetbridges, and the facility may have its first magazine, as part of its search for a new ad company.
Even the parking garages can be named for a price, as MIA Tuesday puts out its first request for proposals for a new advertising firm in more than 13 years, hoping for a new, innovative program.
But the revenue generated may not be a financial windfall. And there are only two major players in the industry, though other companies are nipping at their heels and may join the bidding fray.
A total of 320 locations at MIA will be available for advertising, including displays at ticket counters, gates and baggage claim, luggage carts and jetbridges, and on its website, as well as a request to publish a magazine, said Patricia Ryan, Miami-Dade Aviation's division director for commercial operations.
''Hopefully the new advertising program will be so innovative it will create an avenue for passengers to be entertained and inspired and provide new revenue opportunities for our business partners,'' Ryan said.
That would include more new technology such as the interactive video wall that MIA's current ad company JCDecaux installed at MIA's Concourse D. Put up a few weeks ago, it is the third such interactive display in the country, after those at New York's JFK and Chicago's O'Hare airports.
But passengers at MIA won't see any ads for cigarettes or promotions for alcoholic beverages that show people actually drinking. And nothing too risqué.
''We are a family-centered airport, so we watch the amount of exposure of a body -- male or female,'' she said.
Just two companies dominate the airport segment of the outdoor advertising industry: JCDecaux, which has held the contract at MIA since at least 1994 and Clear Channel Outdoor, which holds the contract at major airports such as Hartsfield-Jackson Atlanta, and was recently ranked No. 1 by Fort Lauderdale-Hollywood's selection committee, and is in negotiations with the airport.
But other companies are trying to enter the field, as long-held, politically-ingrained airport contracts come up for bid.
Among those is Corey Airport Services, an Atlanta-based airport ad firm that has won contracts at Atlantic City and Cincinnati airports and is eyeing MIA.
''Our only concern [at MIA] is they will put minimum requirements in to exclude everyone but those two companies,'' said Steve Moody, vice president at Corey, who ran JCDecaux's southeast regional office out of Coral Gables until 2001. ``We just want a level playing field and to be inclusive of smaller out-of-home media companies and not just the media behemoths.''
CBS Outdoor, which, along with other firms, attended meetings on the proposal at MIA, may also enter the bidding.
''We are definitely interested in pursuing the opportunity and seeing if it's something we are going to actively seek,'' said Jodi Senese, executive vice president of marketing for CBS Outdoor in New York. The company is not at any airport locations, but is at rail and bus terminals and malls.
Overall, the outdoor industry segment is a $7 billion business and the second-fastest growing medium in the ad industry, after Internet advertising. In fact, outdoor ads are growing at twice the rate of the total ad industry, said Stephen Freitas, chief marketing officer for the Outdoor Advertising Association of America, a Washington, D.C., trade group.
The airport segment is particularly attractive to advertisers because it reaches white-collar business professionals who travel frequently and are otherwise elusive, he said.
''There is a unique opportunity in airports,'' Freitas said. ``They typically have consumers and travelers who are waiting and have time to kill, which allows the travelers to engage with the advertisement for a deeper, richer experience, and to be able to learn more about the products and services.''
JCDecaux's contract at MIA was originally granted for four years, with a three-year extension that took it to Feb. 28, 2001. But since then, it was extended on a month-to-month basis until May 1, 2005, and then on a permit, expiring April 30, 2008. The reason for not putting it out to bid sooner: construction at the airport, Ryan said.
The ad company generated $4.4 million in ad sales in fiscal 2005; $5 million in fiscal 2006, and an expected $5.8 million in fiscal 2007, MIA figures show.
The airport itself, which gets a portion of those sales, received $3 million in fiscal 2005; $3.5 million in fiscal 2006 and more than $3.6 million is expected in fiscal 2007.
Unlike the previous contract, in the new contract, the advertising company -- rather than the airport -- will be responsible for the capital outlay for the fixtures, such as the backlit displays used for the ads. As a result, the percentage of gross revenues generated by the ads will be less than what MIA currently receives, Ryan said.
In fact, the new contract will carry a minimum annual guarantee of $3 million, though bidders can offer more. The airport will get the greater of that minimum annual guarantee or 50 percent of monthly gross revenues -- or higher, if bidders propose a higher percentage.
''We would hope that we would have no less than the current revenue we have now,'' Ryan said.
The Miami-Dade County Commission on Oct. 16 voted that wording be added to the proposal, requiring that any bidder disclose whether it has received any notices of any violations of the county's sign code, or is currently in litigation with the county regarding any provision of the sign code.
As of Thursday, neither JCDecaux nor Clear Channel Outdoor had any outstanding violations, said Miami-Dade spokesman Owen Torres. Clear Channel had previous violations that have been corrected, he said.
Expected to be approved by spring, the contract will extend 10 years, with one two-year extension, Ryan said. Bids will be due Dec. 7. |
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Interactive Monster Media Boards at Airports Reach 12.5MM
Monster Media, working with JCDecaux North America, the world leader in airport advertising, has expanded its airport presence, rolling out a new campaign using its MonsterVision product in three major airports.
The program features MonsterVision's interactive advertising system at airports in Miami, Orlando and Houston where JCDecaux holds the advertising concession rights, and will give advertisers the ability to reach more than 12.5 million passengers each month.
Monster first installed the program at McCarran International Airport in Las Vegas earlier this year (via Houston Business Journal).
With the addition of these new locations, Monster Media will have the ability to reach more than 12.5 million passengers each month with MonsterVision systems in U.S. airports, according to the company.
The first campaign to use these interactive billboards will be from Orbitz Worldwide and will appear in airports in Las Vegas, Houston, Miami and Orlando.
MonsterVision is a patented advertising medium that uses advanced motion-activated technology to deliver branding messages in high traffic areas. Oversized images are activated by passers-by who then "participate in the advertising," writes Mediaweek. |
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JCDecaux to Roll Out MonsterVision Ad System
JCDecaux is rolling out motion-activated, oversized ads in three major airports, in Miami, Orlando and Houston, through a partnership with Monster Media, the developer of the technology. The partnership first launched the “MonsterVision” advertising system earlier this year in Las Vegas McCarran International Airport.
The first campaign to use the interactive billboards in all four airports is Orbitz Worldwide, for its OrbitzTLS Traveler Update service.
Monster Media’s interactive billboards are installed in high-traffic areas. The oversize images on the display are activated by passersby who are invited to participate in the advertising.
“As the industry leader, we are always striving to deliver the most attractive advertising mediums to our airport partners and advertising clients,” said Bernard Parisot, president and co-CEO of JCDecaux North America. “As such, Monster Media’s innovative and entertaining product effectively complements are offering with a medium that has proven to be attractive to consumers.” |
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Orbitz puts video billboard on Michigan Avenue
Pedestrians along Michigan Avenue are being followed this month thanks to a video billboard that’s part of an Orbitz Worldwide Inc. marketing campaign.
A vacant storefront at 326 N. Michigan Ave. has been outfitted with a video panel to promote the Chicago-based travel company’s new Orbitz TLC Travel Update service. Those walking by the billboard are shadowed by an image of a traveler, who then relays information about the new service. Travel Update, found on Orbitz’s Web site, allows travelers to post and access information about wait times at airport security lines, weather and where to get Wi-Fi service.
“The idea is to get you to stop,” said Tom Russell, vice president of brand marketing for Orbitz Worldwide.
Mr. Russell said the combination of available space, price and location factored into ultimately selecting the Michigan Avenue location.
"Obviously it gets a lot of tourist traffic," he said of Michigan Avenue. "And it gets a lot of business travelers."
The billboard, created by Orlando, Fla.-based Monster Media, is the first of its kind for Chicago. Monster Media has other products in Chicago, such as a floor display in the lobby of the Chicago Theatre that changes when someone steps on the image.
A similar Orbitz billboard has been installed just outside of New York’s Grand Central Station. Other video ads also have been placed at Miami International Airport, Orlando International Airport, McCarren International Airport in Las Vegas and George Bush Intercontinental Airport in Houston.
The marketing campaign will run through the end of the month. |
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Bush Airport becomes interactive advertiser
Houston's George Bush Intercontinental Airport is one of three markets for Monster Media LLC's roll-out of its new interactive advertising system.
The Orlando, Fla.-based company is working with JCDecaux North America, an airport advertising company, to boost its presence in the nation's airports. New York-based JCDecaux handles advertising placement at Bush Airport.
The companies are placing Monster Media's MonsterVision program in Bush and at Florida's Miami International Airport and Orlando International Airport. Monster Media first installed the program at Las Vegas' McCarran International Airport earlier this year.
MonsterVision is a patented advertising medium that uses advanced motion-activated technology to engage audiences and deliver branding messages in high traffic areas. Viewers are able to physically interact with the display using body movements across the projected image.
Orbitz Worldwide (NYSE: OWW) is the first company to advertise using the interactive billboard.
Monster Media said the new locations will give advertisers the ability to reach more than 12.5 million passengers each month. |
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Orbitz Building Social Network To Aid Fliers
The summer of 2007 already ranks as the worst ever for air travelers and more turbulence is ahead with the FAA predicting that 36% more passengers will take to the sky by 2015.
While those figures suggest more customer service misery at airports, online travel site Orbitz sees opportunity. The latest facet of its mission to provide travelers more information and control of their travel plans is the OrbitzTLC Traveler Update. In addition to existing tools that send customers cell phone and PDA alerts about flight delays, the online travel agent has unveiled a Web site where travelers post up-to-date information about security line waits, parking, curbside service availability, car traffic near the airport and where to pick up airport Wi-Fi.
Initial marketing efforts will focus on cultivating posters to the social network through online display ads on travel chat sites like Flyertalk.com. The PR team is engaging bloggers and inviting visitors on travel message boards to contribute to the site the next time they’re on the road.
Orbitz also recruited Monster Media, Orlando, to execute interactive displays on vacant storefronts in Chicago’s Michigan Avenue and in New York’s Grand Central station. Passersby can see life-sized pedestrians—each with the blue halo over their head as featured in the “A Step Ahead” TV creative—walk beside them. When the figure stops messages appear on the window such as “OrbitzTLC Traveler Update, Travelers Looking Out for You.” Other interactive billboards (also via Monster Media) that are triggered by movement will appear at airports in Miami, Las Vegas, Houston and Orlando. |
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OOH Ads That Really Engage
What could be more fitting than slot machines at the Las Vegas Airport?
A recent Travelzoo ad effort at Sin City's McCarren International Airport allows passersby to “pull” virtual slot machines projected onto walls using Monster Media’s gesture-based technology, called Monstervision. The slot machines drum up various travel deals to demonstrate what New York City-based Travelzoo does. Other gesture-based executions include an interactive wall projection that reveals deals as people walk by and a video execution that inserts participants into digital Travelzoo “commercials”. A ticker runs across the top of all executions featuring the most current deals, which are being plugged in from Travelzoo’s New York office.
“The [execution] that’s gotten the most buzz is the slot machine,” says Chris Beauchamp, Monster Media’s CEO, adding that the machine engages an average of 3.5 million passersby a month. “It stops people in their tracks.”
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New OOH tech lets passersby play for free and instantly casts them in commercials.
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New ads get mileage from interactivity
In case Las Vegas travelers weren't already bombarded enough by billboards, talking signs along the Strip and cab toppers, Monster Media, the leading provider of patented interactive advertising systems, recently announced two new ad campaigns for the valley.
The company announced last month that it would unveil an interactive, billboard-sized ad campaign for discount travel company Travelzoo at McCarran International Airport. The campaign was the first of its kind in an airport, according to Monster Media. About 3.5 million people each month will have access to the ads.
Not only will travelers be able to alter the ad's content with their body movements, they'll also be able to look at video images of themselves projected into the ad in real time.
In concourses A and B, travelers will see giant projections of real-time travel deals featured on Travelzoo's Web site. In concourse D travelers will see those deals spin on Travelzoo slot machines when consumers engage the ad. In concourse C, travelers will star in their own ads.
The product, MonsterVision, launched last month on the Las Vegas Monorail system. MonsterVision GroundFX is a patented interactive system that integrates innovative visual display technology with sound to captivate audiences in high-traffic areas. Consumers directly interact with large projected ads using a range of body movements to alter the ad content.
"Las Vegas is without a doubt one of the most competitive markets for advertisers, so we wanted to make sure we achieved optimum exposure for our client," said Sharon Lund, Partner at the Falls Agency, the full service advertising agency in Minneapolis, working with Advantage Rent A Car on special projects, in a release. "Monster Media provided us with a unique and innovative way to achieve that exposure by opening up additional touch points and enabling valuable, physical and emotional connections with consumers that simply aren't possible with more traditional advertising."
The Las Vegas Monorail will host 12 of Monster Media's GroundFX systems at various stops on the Las Vegas Strip including the MGM Grand, the Sahara, Bally's and the Las Vegas Hilton. Advantage Rent A Car was the first advertiser that utilized the 8-foot by 10-foot Monster Media interactive ads.
"We're pleased to partner with Monster Media to not only provide an interesting and captive advertising environment to reach over a half million national and international customers every month, but also offer Monorail riders an exciting interactive experience while traveling to their Las Vegas Strip destinations," said Curtis Myles, Las Vegas Monorail Co. president and chief executive, in a release. "The Monorail and Monster Media are truly an ideal fit because both companies promote their uniqueness and ability to do what other venues cannot. For Monster Media, that is to draw the customer into the experience; for the Monorail, it is to become a part of the Las Vegas experience and deliver our customers to their destinations faster and more efficiently than any other transportation." |
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A passenger is assisted at McCarran
International Airport as they pass a
new interactive ad for Travelzoo.
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Airport Check-in: Slots advertise travel deals at Las Vegas
From USA TODAY reporter Roger Yu's Airport Check-in column: "Las Vegas McCarran is the latest airport to feature advertising that encourages traveler participation. A new advertising display for Travelzoo, an Internet travel company, allows passersby to spin the reels on a slot machine. The reels spin when the device detects movement of travelers pulling the lever in front of an 8-feet by 20-feet image. The reels stop on announcements of various travel deals and have no pay-out. It's in Concourse D. That and other techno ads by the company on other concourses will run for two months." |
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Travelzoo Bows Monstervision in Las Vegas Airport
TRAVELZOO IS TEAMING WITH MONSTERVISION to create interactive place-based displays in Las Vegas' McCarran International Airport, the company announced Monday. The campaign, which will convey news about travel deals, uses Monstervision's technology to draw consumers. The goal is getting them to interact with the projected digital displays.
The ads will run 24 hours a day for two months at McCarran, which sees monthly traffic of about 3.5 million travelers.
Monstervision's system detects the motion of individual passers-by, and the display "reacts" to them, hopefully catching their eye and exciting their curiosity. Once engaged, the displays also react to motions like waving and "pulling" the lever of a giant virtual slot machine--part of the long-term appeal.
The Las Vegas ads also use Monstervision's interactive plasma screens to put the individual in the advertising with immersion technology. Users are projected into the plasma screen and receive a personalized greeting from Travelzoo, if they opt to do so. |
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Travelzoo Unveils World's First Interactive Advertising Campaign in an Airport
"We are thrilled to be the first to show consumers the best deals published by Travelzoo in real time, interactive projections," said Erik Qualman, Head of Marketing North America, Travelzoo. "The high impact and large scale of the wall projections and plasma screens are not only memorable for travelers who pass by but it gives them a chance to directly interact with the brand."
The interactive "What's the Deal with Travelzoo?" campaign encourages travelers to participate in the advertisement. In Concourses A and B of Las Vegas Airport, gigantic projections show real time travel deals currently featured on Travelzoo's Web site as travelers walk past. In Concourse D real time travel deals "spin" on Travelzoo slot machines when consumers engage the 8' x 20' advertisement.
In Concourse C, travelers can get the chance to star in their own ad as they are projected into two huge interactive plasma screens using immersion technology. This is the first time this technology has been used in advertising anywhere in the U.S. Along with being projected into the plasma screens, travelers are personally greeted by Travelzoo in the advertisement. All five advertisements feature the Travelzoo Top 20(R) ticker which lists real time travel deals published by Travelzoo.
Las Vegas McCarran International Airport is frequented by almost 3.5 million travelers per month. The Travelzoo interactive advertisements will run 24 hours a day for two months.
The interactive advertising systems are called MonsterVision and are part of a national advertising network from Monster Media. MonsterVision is patented technology that tracks consumers' body movements, allowing for real time interaction with the display graphics. |
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Interactive agency comes to the Las Vegas Monorail
The Las Vegas Monorail may not have the ridership numbers it once hoped for, but the CEO of advertising firm Monster Media says passenger traffic is good enough to entice advertisers. The two companies announced a deal this month that could add millions of dollars to the annual revenue.
Monster Media, which specializes in interactive advertising, started operating 12 of its products at boarding stations along the 4-mile monorail this month. Advantage Rent-A-Car is the first to use the technology to make physical connections with riders.
MonsterVision GroundFX is a patented system that integrates visual display technology with sound to captivate audiences in high-traffic areas. The 8 foot-by-10 foot ads' content is altered by the body movements of passers-by.
Monster Media CEO Chris Beauchamp said the company has a one-year contract with the monorail, with an option to renew. Asked what the contract was worth to Monster, he said, "potentially, it could mean millions of dollars per year for the monorail."
Monster approached the monorail about installing its systems -- dubbed "advertainment" -- at the boarding stations, according to a monorail spokeswoman.
Beauchamp said Monster assumes 100 percent of the risk in the deal, initially installing the systems and selling advertising space. After the monorail pays its initial share of the ad revenue to cover Monster's upfront expense, Beauchamp said it will be a typical revenue-sharing relationship.
Every seven minutes, a captive audience is waiting for a train. The ads entice the public to interact, and the wait gives them enough time to, providing more exposure than a static sign or billboard, he said.
Advertisers buy the whole monorail network, and are among a maximum of five companies whose ads can be displayed at any given time. Beauchamp said each company's ad is seen an estimated 27,000 times per day.
The $10,000- to $15,000-per-week price tag for this exposure is enough to turn a profit and the Monster is confident in the location, Beauchamp said. But, he added, it would do more for the bottom line if ridership increased.
"We've been doing this for quite some time now," he said, adding that the 3-year-old company hasn't had a problem selling the monorail ad space since it started. "Even if it (ridership) weren't to go up, we've put ourselves in a good relationship."
In the first quarter of this year, the monorail transported more than 1.6 million passengers. Traffic continued its decline when compared with the same period in 2005 and 2006, when the monorail carried 2.24 million and 1.73 million passengers, respectively.
"It's a great opportunity for us to get in on the ground level. The way I look at it, it can only get better," Beauchamp said.
For those riding the monorail, the interactive systems are generating excitement and Las Vegas Monorail Vice President of Corporate Communications Ingrid Reisman called them a positive addition.
Beauchamp predicted Monster Media would continue to expand along Las Vegas Boulevard. By the end of the third quarter, he predicted the company would have 50 systems in Las Vegas, and most of the new additions will be along the Strip. |
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A child is fascinated by the new interactive ads
at the Las Vegas Monorail.
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Subaru Goes on Display in Las Vegas
As some 600 Subaru of America dealers gather for their national meeting in Las Vegas this week, they will see interactive ads from Monster Media supporting the 2008 Tribeca and Impreza WRX, two new cars from the company, throughout the city.
The Orlando, Fla., agency has a network of interactive walls set up throughout Las Vegas. There are roughly 25 currently in place, with plans to reach 55 by year's end.
"It allows our clients to play high-definition content and have people interact with it," said Chris Beauchamp, shop CEO. "Everything is done in Flash and it uses close to real-time data."
This means, for example, that one installation on a highly trafficked floor displaying the Impreza switches to a Tribeca ad once contact is made with a consumer.
"The idea is to generate enthusiasm and let people know we're [Subaru] here," said Lisa Fleming, communications manger at Subaru in Cherry Hill, N.J. "It draws you in and your eye notices that it changes in response to movement. There are lot of lights here but this stands out."
The theme of the meeting, which began on Sunday and ends on Wednesday, is readiness and Subaru wanted to reflect that with its advertising.
"Having interactive boards up is our way of saying, 'We're ready, are you ready? Let's get ready,'" said Fleming. |
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Norwegian Cruise Line Floats 'Unrestricted' Vacation Idea
The cruise industry is sailing rough waters when it comes to selling Caribbean itineraries—a product that typically draws first-time passengers.
Some cruise lines have countered the Caribbean slump by sending more ships to the hot European market, which attracts more seasoned sailors and wealthier travelers. However, Norwegian Cruise Line is still plying for first-timers with unconventional outreaches that complement Freestyle Cruising—its unregimented and free-spirited approach to ocean vacations, a platform it has used on its ships since it was acquired by Malaysia-based Star Cruises in 2000.
Thanks to MonsterVision visual-display technology (from MonsterMedia, Orlando, Fla.), baseball fans at Angel Stadium in Anaheim, Calif., as well as theatergoers at New York’s New World Stage Theatrical Complex, can interact with NCL-themed wall and floor projections. Consumers can play games like smashing clocks, or select ensembles for virtual cruise line guests. Both contests convey the idea that NCL guests are “off the clock” regarding meal times and don’t have to abide by a dress code like they would on other cruise lines.
NCL also will advertise on two million dry cleaning bags to be distributed at Los Angeles and New York dry cleaners. The bags will be emblazoned with “Our dress code: Wear something.” Finally the cruise line will serve onboard co-branded aluminum bottles of Bud Light. The bottles will include the NCL graphic—a white fish swimming against the tide of blue fish.
NCL spent $38 million on advertising in 2006, per TNS. |
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You are the ad, the ad is you
Interactive, high-tech 'advertainment' is making its presence felt in Las Vegas
An Orlando, Fla.-based media company believes it has come up with a way to take people's minds off lengthy, irritating waits at McCarran International Airport: Become one with the advertisements. It's a new wave of marketing -- or "advertainment," as Monster Media CEO Chris Beauchamp likes to call it.
His company has a preliminary contract to operate its five interactive and immersion-based visual ads at McCarran, which began engaging passengers this month.
With some units still under installation, Beauchamp is banking they will outperform traditional "static" signs in capturing and retaining travelers' attention in the airport's four concourses.
Two plasma-screen units already are operating in Concourse C. They are immersion-based, meaning they digitally capture the likeness of passersby and instantly make the person appear in the ad. Three projection units -- one in each of the other concourses -- don't copy and paste a person onto the screen, but are similar to the interactive, Flash-based advertising common to the Internet. They will be up and running later this month.
A BRICK THROUGH THE WINDOW
People usually stop dead in their tracks when they see these ads, Beauchamp generalizes. The theory is people are less likely to tune them out, a key challenge with older forms of advertising (i.e., static signs) that fueled the need for new media, he adds.
"It's really tough to throw the brick through the window and get a consumer into your brand," he admitted. The hope is that the element of fun will reduce consumers' sense they are being prompted to buy something. "They're having too much fun entertaining themselves."
Monster Media has installed its interactive products in several other venues in town, including Mandalay Bay Resort & Casino, the Thomas & Mack Center and the Las Vegas Monorail. McCarran is the company's first airport, a market Beauchamp has been pursuing aggressively for two reasons: heavy passenger traffic and because those passengers are, at times, in need of a chill pill.
"When's the last time you were on edge, sick of sitting around? You were probably in an airport," he said. 'Advertainment' could help take passengers' minds off the arduous waits, he asserts.
For example, Internet travel-bargain publisher Travelzoo Inc. will be the first advertiser at McCarran to make use of this emerging medium, Beauchamp says. One ad is an interactive slot machine, which allows tourists to pull the "virtual one-arm bandit" and win a travel deal.
As for the company's immersion-based products, they automatically take passengers' picture and show the image on a screen without permission. But since none of the data is recorded, Beauchamp insists no release is required.
"Any time you enter into a public space like a transit system, you give up that right," he said, likening it to accidentally appearing in a tourist's photo. "It's almost like walking past a mirror and appearing in it."
A WINDFALL FOR MCCARRAN
Monster Media secured its two-year agreement to operate in the airport through the contractor that sells indoor static advertisements for McCarran, Alliance Airport Advertising. Alliance oversees wall signs, ads at the baggage-claim carousels, banners and floor displays, according to the Clark County Aviation Department.
Alliance CEO Shauna Forsythe says the signs reflect her ongoing pursuit of media that best grab passengers' attention and grow ad revenue. Alliance reported gross revenue of $13.5 million in 2006, 85 percent of which went to the Aviation Department, spokesman Chris Jones says.
Forsythe predicts the signs will remain indefinitely and eventually could quadruple ad revenue "from those particular locations." To advertise on one static sign, it costs about $3,000 per month. Compare that with the estimated $12,000 per month yielded by each of Monster's products.
"Our anticipation is it will double the exposure time," Forsythe added, giving some rough estimates: A static sign in a concourse with a walking public could garner 10 seconds of exposure from pedestrians. The same sign in a concourse with a slower-traveling, moving walkway could see twice as much exposure. Baggage claim can hold an audience captive anywhere from 10 to 45 minutes, and a cab line can last as long as 15 minutes.
Despite the new media's advantages, static signs are far from obsolete, especially in airports. Forsythe says one or two signs in each concourse may be replaced someday. "We will put them (Monster's products) in a few select locations. We will never replace everything," she said.
Why not? Because the interactive signs' effectiveness in halting passengers could backfire, so Alliance must maintain a balance. "We like to have the longer exposure but you can't bottleneck," Forsythe said.
Beauchamp argues this advertising evolution is not "a flash in a pan." His belief is buttressed by Monster's ongoing negotiations with other airports to feature the proprietary technology, which he leases exclusively from a Canadian developer -- not to mention interest he's received from carmaker Subaru and retail giant Target. |
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SWIRLING SNOWFLAKES
Click here for full BusinessWeek Cover Story
The advertising industry is dreaming up uses for motion capture that literally stop consumers in their tracks. Recently, with little fanfare, Target (TGT ), adidas Group, and Clorox (CLX ) began running interactive ads on subway station walls in New York. One Target ad, a 6-by-20-ft. projection, featured snowflakes gently fluttering from the sky. It seemed unremarkable until you approached the wall. If you swiped your hand in the air, the background scene transformed from a wooded winter scene into a city skyline. And by waving both hands you could send the snowflakes into a swirl.
Adidas chose a similar approach for its ad in the entrance of the Mandalay Bay Resort & Casino in Las Vegas. The ad perked up when people walked by and responded with a shower of shoes. The more they gesticulated, the bigger the deluge became. "People don't ignore the ads—they want to play with them," says John Payne, president of Monster Media, which created the campaigns for adidas, Clorox, and Target. "It's like Willy Wonka." |
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Lexus promotes safety with an interactive ad passers-by can manipulate
Lexus is spreading its message about safety with new interactive ads consumers can manipulate.
The campaign promotes the RX 350 luxury SUV in New York City, Los Angeles and San Francisco storefronts with full-motion ads that engage with consumers as they pass by.
The ads lets people watch a car collision that appears to crash through the window on a video display. Consumers can "undo" them by interacting with the ads using body movement.
The campaign, which launched last week, promotes Lexus' latest message about its vehicles and safety: "The safest accidents are the ones that never happen." It runs through April 15.
"These attention-grabbing ads allow us to really engage our consumers, involve them in the brand and streets our commitment to style, safety, luxury and performance," said Robin Pisz, national manager, Lexus advertising and media, in a statement.
Lexus will promote its Actively Safe campaign nationally starting April 1 with TV spots, print ads, out-of-home and in dealerships.
Online at ActivelySafe.com, visitors can undo simulated damage to an RX 350 SUV with a click of a mouse. On the site, consumers can learn about Lexus' 14 Actively Safe features.
"The goal is to communicate the unique proposition that Lexus vehicles don't just keep you safe in an accident, but they help you prevent accidents before they happen," Pisz said.
Monster Media, Orlando, FL, created the MonsterVision technology used in the Lexus ad.
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Interactive Ads Tout Travelzoo Deals At Las Vegas Airport
Interactive advertising has come to Las Vegas McCarran International Airport through a partnership between Monster Media and Travelzoo.
The partners are using Monster Vision, a system
that uses visual display technology and sound that allows consumers to physically interact with the display, using body movements across the projected image.
Monster Media has two different projects, said
company CEO Chris Beauchamp. “One is projection based and one is LCD-plasma based. The projection system paints with infrared light and tracks your movements in that zone and moves accordingly,” he said. “LCD is contained within the sign, where the camera tracks your movements and allows you to move things and interact in real time. You see yourself and you’re actually part of the ad.”
‘People Get It’
The system is called advertainment, said Beauchamp. “You never see people dragging over others to see how an ad works. We wanted people to get it immediately. It’s fun to see people use it for the first time,” he said.
Monster Media is excited about using the technology in airports, said Beauchamp.
“Since 9/11, people are spending much more time in airports. A lot more people are waiting around now, and our system gives people something to do rather than just walk by a poster.
Travelzoo, which offers travel deals over the
Internet, is always interested in doing cutting-edge advertising, said Erik Qualman, Head of Marketing. “We offer our travel deals on a real-time basis. We think it’s great that users can interact with our brand in a fun way with Monster Vision,” she stated. “Plus this system allows us to update our deals in real time, rather than just having a static board.”
Using Monster Vision at McCarran just seemed to make sense, said Qualman. “We picked it because it’s one of the most traveled airports with lots of international travelers. It’s the right place to get the message across,” he said. “The airport has people we need — those with high disposable
income who want to travel. The ads have a high
impact, with travelers remembering that they can
interact with our brand.”
Travelzoo is using three large-format wall projectors and two LCD immersion screens placed in the airport’s concourses, said Beauchamp. “The unique thing about the Travelzoo screens is not only can they interact and engage travelers, but they can change the deals in real time from their offices, so consumers see the latest deals,” he explained.
People from all over the world come to Las Vegas,
said Beauchamp. “We’ve done things for companies like Microsoft, Adidas and Target. Airports are great because you can use a wide variety of brands to reach these consumers,” he stated. “We’re in the process now of finalizing a few other installations. We hope to see Monster Vision in other airports by the fourth quarter ubiquitous by 2008.”
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Glinda the Good Pitch Visits Ruder Finn
Michael Beno from Ruder Finn sent me a simple, straight forward pitch today. The pitch is relevant to what I write about at my other blog.
Maybe he took the time to read my blog and confirm that I've been writing about car marketing and advertising since before Oprah gave a bunch away (along with big tax bills).
Hello Kevin,
Lexus launched its newest ad campaign this week in New York, San Francisco and Los Angeles. The safety-focused ads are larger than life, flaunting color, sound, and motion at once, communicating the brand's latest safety message, "The safest accidents are the ones that never happen."
The ads, which leverage the latest interactive technology from Monster Media, allow participants to witness car collisions on huge video displays and "undo" them by interacting with the ads using their own body movements. I've pasted the full press release below.
If you're interested in speaking with representatives from Lexus and/or Monster Media, please let me know. I also have high-resolution images and video of the installations available upon request.
Thanks in advance for your time and consideration. |
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Monster Media new Lexus campaign to life
Monster Media, a provider of interactive advertising systems, has joined forces with Lexus to launch their newest ad campaign for the RX 350 luxury SUV. Monster Media is using its flagship product, MonsterVision, to make store-front windows interact with passing consumers. Lexus revealed its MonsterVision ads on retail storefronts simultaneously in New York, Los Angeles, and San Francisco on 3/15. The storefronts are covered by enormous, full-motion ads that react to pedestrian movement and engage consumers in a new interactive way that allows them to literally control the ad. The ads allow participants to witness car collisions on huge video displays and "undo" them by interacting with the ads using their own body movements. The safety-focused ads are larger than life, flaunting color, sound, and motion at once, communicating the brand's latest safety message, "The safest accidents are the ones that never happen." "Lexus is proud to offer consumers an opportunity to experience Monster Media's revolutionary technology and excited to connect with consumers in more relevant, innovative ways unseen in the industry before now," said Robin Pisz, National Manager, Lexus Advertising and Media. "These attention-grabbing ads allow us to really engage our consumers, involve them in the brand, and stress our commitment to style, safety, luxury and performance." MonsterVision integrates rich, visual display technology with sound to captivate audiences and deliver effective branding messages in high traffic areas. Oversized images splash across the display and invoke everyone who passes by to become part of the projected brand message. Viewers are able to physically interact with the display using body movements across the projected image.
RADIO BUSINESS REPORT observation: We saw MonsterVision demoed at the AAAAs recently in Vegas and it really is impressive. They've already lined up a variety of large traffic areas like subway systems and sporting venues. MonsterVision really gets the attention of those passing by. This takes the out of home ad medium to a new level, as folks become part of the ad, in a sort of "psychedelic" fashion, for lack of a better word. Expect to see these things all over the place in the next couple years.
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Lexus Crashes Through Storefronts
Lexus has launched a campaign in New York, Los Angeles and San Francisco in which storefronts are covered by large, full-motion ads that react to pedestrian movement and engage consumers.
Working with Monster Media, the campaign uses MonsterVision to promote Lexus's RX 350 luxury SUV.
The ads allow participants to witness car collisions that seem to crash through the storefront windows on huge video displays, and to "undo" them by interacting with the ads using their own body movements. The safety-focused ads are "larger than life, flaunting color, sound, and motion at once, communicating the brand's latest safety message, 'The safest accidents are the ones that never happen,'" according to Monster Media.
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Safety First: Lexus Touts Crash Avoidance
A Lexus RX 350 will “crash” through the plate glass window of a vacant storefront in San Francisco at Van Ness and Jackson Street over and over, starting tomorrow. In New York, at a former restaurant space at the corner of 57th Street and 6th Avenue, the same thing will happen. In Los Angeles, at a deserted bank where Hollywood and Cahuenga Boulevards meet, ditto. The crashes will occur for the next 30 days.
Lexus is teaming with Monster Media of Orlando, Fla., in focusing on the safety aspects of the luxury SUV via computerized projectors and video windows for the crashes.
In San Francisco and New York, passing pedestrians will trigger a motion detector and launch the vehicle into its fated journey, while in Los Angeles the action takes place in a video loop, since no one walks in L.A. When the RX hits the window, text reading “safe helps you survive an accident” pops up, the words fade except for the word “safe,” then, as the vehicle reverses from the wreckage and the “glass” appears to repair itself, the words change to read “Actively safe helps you avoid one. The 2008 Lexus RX.”
It’s an out-of-home element of the “actively safe” campaign from Lexus, via Team One, Los Angeles, that pushes Lexus’ top-selling vehicle.
“Pedestrians will see an animation of this car as it starts in part of the window and then crashes, in animation,” said Bill O’Neil, svp-sports and entertainment at Monster Media. “In the walking cities, it will be triggered every time someone walks by.”
The endeavor will reach an estimated 1.5 million people in Los Angeles and San Francisco, and 1.9 million in N.Y.
“While everyone else has a s | |
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