Advertising vision
Phoenix company offers high-tech video sales space
By Hubble Smith
Review-Journal
ÿÿÿÿÿ The latest in video advertising technology will be displayed with the opening of the D-gate terminal at McCarran International Airport on June 16.
ÿÿÿÿÿ Neo Vision, a Phoenix-based company specializing in digitized video screens, is installing two 12-foot diagonal screens in the main rotunda of the terminal at a cost of about $250,000 each.
ÿÿÿÿÿ Advertisements for Las Vegas attractions such as the MGM Grand, the Rio and magician Lance Burton will greet the 11 million passengers expected to pass through the D gates annually.<Picture>
Anthony Christopher, chairman of Neo Vision, said the company's video advertising screen has worked well in the Meadows mall's retail setting. To expand its business, Christopher said the company will install two more video ad screens at McCarran International Airport's new D-gate terminal.
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Neo Vision's video screens will beam advertising to travelers as they arrive and depart from the new D terminal at McCarran International Airport, pictured above, when it opens next month.
Photos by Craig L. Moran.
ÿÿÿÿÿ "This is leading-edge technology," said Anthony Christopher, chairman and chief executive officer of Neo Vision. "The energy of the ads immediately adds to the overall Las Vegas experience that visitors are seeking. The music and imagery invites visitors to participate, almost from the moment they step off the plane."
ÿÿÿÿÿ The technology uses digitized video compression coupled with a unique glass screen developed by the National Aeronautics and Space Administration to create a visual image that doesn't blur around the edges when viewed from the sides.
ÿÿÿÿÿ "It has a higher-resolution picture than DVD TV," Christopher said.
ÿÿÿÿÿ DVD, or Digital Versatile Disc, technology emerged in 1997. It uses compact discs similar to audio compact discs to produce high-resolution video images.
ÿÿÿÿÿ The biggest challenge was the audio system, Christopher said.
ÿÿÿÿÿ "We had to encompass (people) with sound waves while they're on the move, as they walk through the location," he said.
ÿÿÿÿÿ Gary Johnson, commercial property manager for McCarran, said the technology fits nicely with the airport's state-of-the-art approach to the D terminal.
ÿÿÿÿÿ "We've worked hard to create a terminal for the 21st century," Johnson said. "Neo Vision's technology is in keeping with our standards while maintaining a strong visual presence."
ÿÿÿÿÿ The video wall system at McCarran will be Neo Vision's flagship location, Christopher said. He's negotiating for installation at other airports, including those in Reno, Phoenix and several East Coast cities.
ÿÿÿÿÿ McCarran officials were able to view a working model of the system at the Meadows mall.
ÿÿÿÿÿ Proprietary software lets the company change advertising spots through satellite transmission from Phoenix, said Gary Horky, a former radio advertising sales representative who heads Neo Vision's Las Vegas office.
ÿÿÿÿÿ Advertising clients can produce as many spots as they want and change them within an hour. The spots are logged and printed out for billing. The cost is about $3,000 a month for two 30-second spots that run every hour and a half.
ÿÿÿÿÿ "We made our advertising rates very affordable because we realize Las Vegas is a trend-setter," Horky said. "This will help to market other areas."
ÿÿÿÿÿ Las Vegas visitor demographics give the system national and international sales appeal, Horky said. Also, he added, companies can target specific audiences. For example, Hitachi could advertise its laptops during Comdex, Nissan could run a spot for the CEMA show, or MGM could switch from "EFX" ads to promos for its Grand Adventures Theme Park.
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