Tuesday, May 20, 2008

Casino Channel Network hopes to leech even more money from gamblers

Despite the fact that Disney World is hammering Las Vegas in terms of financial performance during these economically uncertain times (how uncertain can they be if Disney's earning 22% more this year -- much thanks to theme park admissions), this article at MediaBuyerPlanner shows there's still money to be made in Sin City, if you know how to go about it:

The Casino Channel Network has TV screens at gaming tables and hotel registration areas, above buffet lines and in hallways. The network airs 15-minute loops, with 65 percent advertising, 20 percent hotel-casino promotion and 15 percent lifestyle entertainment, writes Media Life. CBS provides news and other content.

Promotional spots can run 15 or 30 seconds, and can be targeted by casino or by daypart. The screens are 49 inches wide and 33 inches high, and 5 percent of the network - which has 37 screens and two video walls - includes audio.

A Las Vegas visitor profile from Scarborough in 2006 showed that 52 percent of Vegas visitors are male, with 32 percent between the ages of 18 and 34, 63 percent between 18 and 49, and 68 percent 35 or older. Household income is as such: 19 percent between $50,000 and $75,000; 47 percent at $75,000 or higher.

CPM is $5 and production assistance is available for a fee.

$5 is a pretty standard-ish CPM rate for networks that don't have highly-concentrated demographics or a particularly strong ability to motivate spontaneous sales. On the plus side, the network is attempting to cover a broad set of gathering places, including the gaming tables themselves (which is new to me -- anybody heard of a 3rd party digital signage network on the gaming floor before?). The downside, of course, is that the casinos work really really hard to keep the gamblers in, sitting down right where they are, letting them up on occasion to use the restrooms or stop at the ATM. That could spell trouble for advertisers on the network who need those people to get out in order to try their products and services. Consequently, any success will likely come at the hands of goods and services that can be consumed locally, ordered over the phone, or used in the casino itself. Of course if that's the case, I'm not sure how this network would be much different than any of the internally-driven networks already in most of the big Vegas casinos, except perhaps for the fact that the casinos wouldn't have had to front the money for hardware and installation.

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1 comment:

Nate Nead said...

I think this is where integration with some sort of SMS system like locamoda has can give an impression back to mobile devices that will continue to remain with the consumer long after they've been at the slots.