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New Advances in Advertising Signage

New Advances in Advertising Signage

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New Advances in Advertising Signage

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  1. New Advances in Advertising Signage By Alan Cassinelli Corinne Frew Caitlin Flynn

  2. 3D Signage • Images appear in 3D when viewed on TV • Carefully measured in-arena camera placement, angles, distances • Sponsor logos pop on TV • “Wow” factor not experienced with traditional signage • Adhesive graphic or painted on turf or grass

  3. The Companies • Logopaint patented the 3D Sign product in 1997 • One of the world’s largest suppliers of 3D signs for sports arenas and sports events all over the world • Deliver 3D Signs and technology to more than 30 countries • Mirage 3D on-pitch branding: 4 years regional experience and worldwide use • Quintus Asia Pacific has used Mirage 3D since 1998 • Hong Kong and Singapore Rugby • Aviva Singapore Badminton Open • VW China Open table tennis

  4. Strengths • Increases awareness and exposure of sports ads • Creates more available ad space • Can be placed where other ads cannot (safety of players) • Can charge sponsors more money for these new and unique types of signage • 6 Nations Rugby

  5. Weaknesses • 3D signs can only be viewed from certain TV camera angles • Fans at the arena cannot read the ads • Can be distracting from game action • More expensive than traditional 2D signage

  6. The Miami Heat’s New Outdoor Digital LED Screen • Mediamesh “curtain” made of linear tubes filled with LED nodes which provide “pixels” for the display mesh • Largest digital LED media display in the Southeast—approx. 3,400 square feet • Only ¾ of an inch thick • Incredibly durable—ability to withstand extreme heat and cold

  7. Additional Details • Cost: $200 per square foot; The Heat paid nearly $700,000. • Use it as leverage to increase signage inside the arena • LED signage deals run in 30 or 60 second intervals; Prices have not been decided • Orlando Magic already considering adopting the technology for their new arena in 2010

  8. Your Thoughts? • Do you think 3D signs would be distracting from the game experience? • Do you think the new LED screen is a valuable advertising tool? • Is there too much advertising/signage in sports already?

  9. References • Sports Business Journal:http://www.sportsbusinessjournal.com/article/61109 • A New Dimension For Sports: 3D TV http://www.cnbc.com/id/27697141 • Huge transparent digital LED coming to Miami Heat arenahttp://www.digitalsignagetoday.com/article.php?id=21392&f=1&s=3 • http://www.logopaint.com/ • Mirage 3D signs: http://www.qap.sg/qap_mirage.php