Heat To Debut Mediamesh LED System At AmericanAirlines Arena
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Heat Are First U.S. Team To Use
Mediamesh LED Ad System |
The Heat this spring will become the first U.S. sports franchise to "tap into the next generation of outdoor media systems designed to drive ad revenue," as the "latest technology delivering live and dynamic billboard advertising will drape the exterior of the AmericanAirlines Arena," according to John Lombardo of SPORTSBUSINESS JOURNAL. The product, called Mediamesh, is a "large, clear mesh LED system that will be attached to the front of the arena to serve as its marquee. Mediamesh, made by Germany-based GKD and marketed in the U.S. by Boston-based A2aMedia, is a "flexible, transparent mesh element [that] can display both still and moving text and full-color video and graphics while hanging permanently on the outside walls of arenas and stadiums." The weatherproof system has been implemented in Milan and Germany, but the Heat will be the first U.S. team to use it. The Heat will "attach the 3,400-square-foot mesh system on the arena's front exterior facade along the heavily traveled Biscayne Boulevard." The "stainless steel mesh grid will be installed over 12 arena window panes, but because the system is 70[%] transparent, the LED won't block views from inside or outside the facility." Heat President of Business Operations Eric Woolworth: "We see it generating significant revenue as well as a phenomenal promotional tool. We will be the first showcase in the U.S. and our partners are really excited about it." Lombardo notes the Heat's marketing staff will "design and operate it, and the system is so new that Heat officials are still working on how to use and price it." A2aMedia officials said that they are "in discussions with other sports facilities and expect to sign new deals after the Mediamesh debuts in Miami" (SPORTSBUSINESS JOURNAL, 1/12 issue).
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