Las Vegas "The Sphere" - 2023 Game changer & 1st Global Brand Commercial Adverts!
A Las Vegas clash of the titans, for two global, innovative technology & gaming brands!
Microsoft vs Sony on "The Sphere".
Microsoft (XBOX) and Sony (PS5) are the first to run a global non sporting/music brand Commercial Ad on The Sphere in Las Vegas.
Since August 2023, The Sphere has gone viral across social media and news. Publicity went crazy, even more so after U2 played the first show at The Sphere - Las Vegas.
* The NFL Sunday Subscription Service was the first brand advert on The Sphere.
Last Thursday (19th October) Microsoft executed its XBOX Marketing campaign for TwitchCon. Then just a day later Sony released a campaign to launch their Spider-Man 2 game! One of Sony's exclusive headline games for the next gen console.
🚀 2023 - The rise of the world's most recognized Digital Billboard!!
Las Vegas (USA) has delivered a global market game changing engagement stunner!
Las Vegas (USA) has delivered an absolute ❤️ STUNNER ❤️ with The Sphere. Developed by Sphere Entertainment Co.
The building of The Sphere took several years, and cost in the region of $2.3 Billion.
The Sphere stands 366 ft tall. This architectural marvel offers a 360-degree canvas known as "The Exosphere" boasting 580,000 square feet of programmable LEDs.
The Sphere has unprecedented visibility, global reach, and endless customization possibilities. Advertising on the Sphere is an unparalleled way to engage audiences and make a lasting immersive visual experience.
Sphere Entertainment Co claim that when lit up (by over 1.2M bright LEDs), its highly engaging exterior screen (The Exosphere) can be seen from space. Most of us cannot go to space, however it can also be seen for miles across Las Vegas (via high rise casinos, hotels, tower buildings), and flights landing and taking off have a great vantage point.
The closest to this kind of digital billboard is Times Square (New York), Piccadilly Circus (London), and Tokyo with the rise of 3D billboards in 2021, now taking off in 2023.
What are the benefits of The Sphere?
The benefits of this new sensory approach to advertising include:
- Increased attention: 3D Digital Billboards make people stop in their tracks! The optical illusion in the digital content keeps the viewer's attention, allowing them to take in the brand message. Viewers are engaged and cannot turn away. This increases revenues and product & brand recognition.
- Engagement: People love interaction and eye candy. Bright 3D Digital Billboards provide this, boosting engagement and ultimately leading to increased sales for brands.
- ROAS (Return on Ad Spend): Brands using 3D Digital Billboards are driving higher return on ad spend. Statista predicts that by 2025, the annual revenue from 3D ads and images will increase by 3X.
Going from 2D to 3D adverts?
With the rise of immersive technology, how long will 3D ad trends continue to dominate?
3D ads are now the most promising solutions for advertising. Not only do you see the digital signage in person, but the best ads are now being videoed, photographed and published on Social Media platforms. Every shot is unique and from different vantage points. Whether it is from a hotel, plane, standing on the high street, or even driving — every photo and video is different due to the time of day.
2023 now sees the rise of 3D digital billboards. 2D ads are now second best to 3D; they are not engaging enough. Humans have always craved a multisensory experience, that inspires, either at home, when shopping or even on the commute to work.
3D Digital Billboards catch our attention, meaning we take in the message the advertiser is trying to get across and at the same time associate it mentally with the brand.
It's exciting to see this next generation, new revolution of digital ads in 2023! Microsoft & Sony are the first to start "The Sphere" advertising channel in Las Vegas. And wow, it has worked very well!
What does it cost a company to run an ad on these high reach/high engagement channels?
Super Bowl
In 2017 the average price of a 30 second ad was $5M, this has now risen to $7M in 2023.
The Sphere - Las Vegas
Microsoft and Sony are believed to have paid *$450,000 each for their marketing campaign slots on The Sphere.
Is The Sphere the new multi-channel, 24x7, 365 days a year version of the Superbowl?
The Superbowl has a captive market, before, during and after the match! It's regarded as one of the most influential advertising channels for raising awareness for products, brands, movies and TV shows. The match has a reach of circa 100M, then on top there is social media and news coverage which snowballs (viral) the "official" creative reach!
The Sphere is not just about reaching the people in Las Vegas, it's about making a global statement. Your business and brand will be associated with innovation and excellence.
So what does this all mean? What are the best ads?
I work for System1Group in the product delivery team. System1 Group is a highly established worldwide business, that has been operating for over 20+ years, testing ad creatives and offering consultancy to brands.
System1 Group helps protect and justify companies' marketing and advertising spend, helping them create the most influential and engaging ad campaigns.
System1 have created a leading PaaS product "Test Your Ad" that can test any form of advertising creative, from TV commercials, audio (radio/Spotify ads) and more recently social media digital ads and outdoor digital billboards.
Best Super Bowl Ads - as tested by System1
2021:
- Boston Beer - Your Cousin from Boston (⭐4.9)
- Cheetos & Doritos - Push It Flamin Hot (⭐4.9)
- KIA - Robo Dog Kia EV6 (⭐4.8)
- Universal Pictures - Jurassic Park Trailer (⭐4.5)
- Sketchers - On the road again (⭐4.3)
2023:
- Disney - Disney100 (⭐5.3) 👉 Part of "The S1 1% Ad CLUB" ❤️🔥🚀
- M&M's - Back for Good (⭐4.8)
- T Mobile - New Year New Neighbor (⭐4.7)
- Amazon - Big Game (⭐4.4)
- Paramount - Stallone Face (⭐4.2)
Summary
💲 Dollar for 💲 Dollar, The Sphere is the next generation, smart, innovative and potentially cost effective route for leading brands with million dollar marketing budgets.
Do I spend $7M on one Superbowl ad, once a year, or invest that $7M budget in a handful of HIGH REACH, HIGH ENGAGEMENT Sphere Ads for $450,000?
No brainer!
Whilst I don't have any stats to prove this, dollar for dollar, if executed well there should be an exceptionally high ROAS (Return on Ad Spend).
The big boys will surely spend the marketing budget on the Super Bowl alongside prime time advertising slots on The Sphere and other 2D digital billboards such as Times Square and Piccadilly Circus.
** Whilst I am employed by System1Group, my views, thoughts and ideas are my own and not necessarily representative of System1Group thinking or concepts.