LAS VEGAS Harrah’s Entertainment is launching a new location-based digital advertising network that will feature installation of 75,000 screens across its property portfolio, including some in hotel guestrooms.
The Hospitality Entertainment Network, to be overseen by Reach Media Group, will consist of 50,000 screens in “high-traffic, long dwell-time locations” in Harrah’s hotels and casinos. Reach Media will have the ad sales rights to represent the full network of screens outside the hotels, on gaming floors and in hotel guestrooms. Reach Media plans to manage, build and grow the network to 75,000 screens by the end of 2011.
“Advertisers now acknowledge the value of place-based video and the ability to target active consumers as a great complement to the marketing mix. By launching a new network in partnership with Harrah’s Entertainment, RMG delivers further expanded reach and an active audience base to marketers by providing them with the opportunity to tap into this highly-coveted segment,” says Reach Media CEO Garry McGuire.
Harnessing interactive channels, the new network will enable advertisers to engage target audiences via geo-targetable mobile display ads, mobile coupons, online loyalty programs and touchscreen systems.