Advertising in Harry Reid International Airport (LAS)

*All metrics are based on a 4-week advertising campaign

Situated in the dazzling city of Las Vegas, Harry Reid International Airport serves as a gateway to the Entertainment Capital of the World and a unique advertising opportunity. Welcoming over 51 million passengers annually, this bustling airport connects travelers to the city's iconic attractions and vibrant nightlife. At Harry Reid International Airport, advertising goes beyond conventional boundaries, engaging a diverse audience while showcasing the essence of Las Vegas. Here, each ad becomes an essential component of an ongoing conversation among visitors, locals, and the global entertainment industry.

Why advertise at LAS?

Harry Reid International Airport (LAS) is a major hub for travelers and offers a variety of unique advertising opportunities. Some notable aspects of this airport include:

• Passenger volume: Over 51 million passengers pass through LAS annually, providing a large and diverse audience for advertisers.
• Location: Situated in Las Vegas, the airport serves as a gateway to the Entertainment Capital of the World, attracting visitors from around the globe.
• Advertising variety: LAS offers a wide range of advertising options, from static billboards to hand-painted murals, catering to different advertiser needs.
• Engagement: Ads at LAS become part of an ongoing conversation among visitors, locals, and the global entertainment industry, creating a unique and engaging advertising experience.

Las Vegas Market

Here are some key aspects of the Las Vegas market:

• Population: Las Vegas is the 28th-largest metropolitan area in the United States, with a population of over 2.3 million people, according to the U.S. Census Bureau.
• Economic growth: The city's economy is primarily driven by tourism, gaming, and conventions, with major industries including hospitality, entertainment, and retail. Las Vegas is also home to several Fortune 500 companies, such as Las Vegas Sands and MGM Resorts International.
• Cultural diversity: Las Vegas is known for its diverse population, which includes a mix of ethnicities, races, and backgrounds. This diversity offers advertisers the opportunity to target a wide range of audiences and demographics.
• Entertainment and sports: The city is a global hub for entertainment, hosting world-class events, concerts, and shows throughout the year. Las Vegas is also home to professional sports teams, including the Vegas Golden Knights (NHL) and Las Vegas Raiders (NFL), attracting millions of fans and providing additional advertising opportunities.
• Education and innovation: Las Vegas is home to several higher education institutions, such as the University of Nevada, Las Vegas (UNLV) and Nevada State College. These institutions contribute to a culture of innovation and research, making the city an attractive market for advertisers targeting tech-savvy and educated audiences.

Las Vegas Audience

• Local residents: Las Vegas has a population of over 2.3 million people, encompassing a diverse mix of young professionals, families, students, and retirees. This diversity allows advertisers to target specific demographic groups or appeal to a broader audience in the Las Vegas market.
• International tourists: As a global entertainment hub, Las Vegas attracts millions of visitors each year. In 2019, the city welcomed over 42 million tourists, with a significant portion coming from international destinations. This presents a unique opportunity for advertisers to reach a global audience and showcase their brand to potential customers from around the world.
• Language diversity: Las Vegas is known for its cultural diversity, which includes a variety of languages spoken by its residents and visitors. Advertisers must consider language barriers and cultural nuances when crafting their messaging, and can create multilingual campaigns or incorporate visual storytelling to effectively communicate with a wider audience.
• Interests and lifestyles: The Las Vegas audience is characterized by a wide range of interests and lifestyles, from entertainment enthusiasts to sports fans and foodies. Advertisers can tap into these passions by aligning their campaigns with popular events, local attractions, or trending topics, creating a stronger connection with their target audience.
• Highly connected: Las Vegas residents and visitors are highly connected, with high smartphone penetration and a strong presence on social media platforms. Brands can leverage this connectivity to engage with consumers through targeted online campaigns, social media influencers, and interactive experiences.

Types of Airport Advertising

Here are some of the most common advertising platforms at LAS:

• Video walls: Strategically placed throughout the airport, video walls display eye-catching digital ads that can be customized to target specific audiences and deliver dynamic content.
• Airline lounges: Premium spaces like airline lounges offer advertisers the opportunity to reach affluent travelers with targeted messaging, such as sponsored Wi-Fi, branded charging stations, or product displays.
• Security areas: Advertising in security areas, such as near the TSA checkpoints, can capture the attention of passengers during wait times with engaging visuals or interactive experiences.
• In-flight videos: Partnering with airlines to feature ads in in-flight entertainment systems allows brands to reach a captive audience during their flight, with the potential for targeted messaging based on travel routes and demographics.
• Baggage claim: Advertisements in baggage claim areas can target arriving passengers with location-specific messaging, such as promoting local attractions, events, or services.

These examples represent just a fraction of the numerous advertising opportunities available at airports like LAS, with many more options to explore and customize based on a brand's unique needs and target audience.

Airport price breakdown

Billboard pricing in Las Vegas varies significantly, with options to suit different budgets and advertising goals:

• Average Price: The average price for a billboard in Las Vegas is approximately $135,722.22, offering a range of options for advertisers with varying budgets.
• Median Price: The median price for a billboard in the city is significantly higher at $11,113,874, reflecting the premium value of some prime advertising locations.
• Lowest Price: For those seeking more affordable options, the lowest price for a billboard in Las Vegas is around $26,000, providing an entry point for smaller businesses or limited campaigns.

Airport Impression and CPM Metrics

Here's a breakdown of the impressions and CPM metrics for advertising in Las Vegas:

• Total Impressions: The total number of impressions for advertising in Las Vegas is approximately 226,436,000, showcasing the vast reach of ads in this market.
• Average Impressions: On average, an advertisement in Las Vegas can expect to receive around 12,579,000 impressions, highlighting the potential for significant brand exposure.
• Median Impressions: The median number of impressions for ads in this market is about 11,114,000, indicating a consistent level of visibility for most campaigns.
• Average CPM: The average cost per thousand impressions (CPM) for advertising in Las Vegas is approximately $11.20, offering a competitive rate for advertisers seeking to maximize their return on investment.
• Median CPM: The median CPM for ads in this market is slightly lower at $8.98, providing an even more cost-effective option for brands looking to optimize their advertising budget.

Some of the top airport ad providers for LAS

Here are some of the top providers for advertising at LAS:

• Lamar Airports offers a variety of airport advertising options, including digital displays, wall wraps, and banners, to help brands reach their target audience.
• Intersection (United Club) provides advertisers with access to premium spaces in United Club lounges, allowing for targeted messaging and engagement with affluent travelers.

Other formats for advertising in Las Vegas

A closer look at the data reveals the depth and breadth of the advertising opportunities available in Las Vegas:

• Static Billboards: With 116,000 impressions and an average CPM of $13.45, static billboards offer a cost-effective and traditional advertising medium that still delivers significant visibility.
• Digital Billboards: Digital billboards generate 48,000 impressions and boast an average CPM of $26.28, providing a dynamic and eye-catching alternative to traditional billboards.
• Street Furniture: Street furniture advertising garners 91,000 impressions and has an average CPM of $65.69, making it an effective way to reach pedestrians and local residents in high-traffic areas.
• Wheat Pastings: Wheat pastings receive an impressive 9,528,000 impressions and offer an average CPM of $8.38, providing a creative and engaging option for advertisers looking to make a statement.
• Wallscapes: Wallscapes generate 680,000 impressions and have an average CPM of $31.17, offering large-scale visibility and a unique canvas for eye-catching creative campaigns.
• Retail Venues: Advertising in retail venues reaches 28,000 impressions and has an average CPM of $15.02, allowing brands to engage with consumers in a shopping mindset and drive purchase intent.
• Transit Advertising: Transit advertising generates 6,000,000 impressions and boasts an average CPM of $38.63, offering high visibility and repeated exposure to commuters and travelers.
• Everything Else: Other advertising options in Las Vegas, such as mobile trucks and specialty ads, collectively receive 729,000 impressions and have an average CPM of $28.23, showcasing the diverse range of opportunities available to advertisers in this market.

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