DOOH Advertising
Las Vegas Strip OOH network's digital transformation moves ahead
In the fall of 2025 the first phase of Spotlight Outdoor’s Vegas Strip Tower Network went live with three towers in play, ushering in programmatic, large format advertising on the Strip. It's just the start of a broad digital OOH effort.
March 17, 2026 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com
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ClaudeWhat's old is new again, thanks to a big technology infusion, when it comes to digital out-of-home advertising on a 4.2 mile stretch of Las Vegas Boulevard South — commonly known as the Las Vegas Strip.
Nearly a decade ago Spotlight Outdoor debuted its "Touchdown Towers" — an advertising network featuring 13 38-foot static-wrapped advertising spaces on The Strip.
As the out-of-home industry shifted toward digital the company began a quest several years ago to transform the 13 towers into a digital ad platform visible to Strip traffic.
The Strip sees 69,000 vehicles each day and 419,000 daily walking hours.
"We've finalized 20-year exclusive agreements with the property partners for these premium ad spaces," Spotlight Outdoor President Jeremie Watkins said in an email interview.
The structure, he said, benefits both the county and property partners through revenue sharing agreements and gives Clark County the ability to deliver PSAs and emergency messaging at street level.
The first phase
In the fall of 2025 the first phase of Spotlight Outdoor's Vegas Strip Tower Network went live with three towers in play, ushering in programmatic, large format advertising on the Strip.
The first three towers, known as the "Triple Crown," are located at Caesars Strip North, Cromwell Strip North and Showcase Strip North.
The towers stand eye-level at the endpoints of pedestrian bridges across the busy intersections, each boasting a 27-foot by 12-foot LED screen. Each tower features 6-millimeter pixel pitch displays and LED chip sets designed for optimal brightness and clarity. Each tower delivers more than 1,799,000 impressions collectively each week.
The second phase
The next three towers (Cromwell Corner East, Horseshoe Corner East and Caesars Corner East) went live January 1, 2026, with further expansion already underway.
In this phase the Triple Crown will morph into the 'Flamingo Five' at the Flamingo Road/Las Vegas Boulevard intersection. Along with the Showcase Mall tower, further south at Park Avenue, all six phase one Vegas Strip Tower Network screens make up the "All-In Network."
Seven more towers are slated to be outfitted with the network's digital displays in subsequent phases, with the potential for the network to eventually expand and include up to 20 towers, according to a press release.
"This year all of our 13 towers, including those with our additional partners, MGM Resorts International, Inc., and the Showcase Mall, will be transformed — and new inventory to add to this total portfolio are also in the works," said Watkins.
The ad inventory is not exclusive to Caesars or any property group.
"While standard content restrictions apply, brands across industries, including competitors now can advertise on the network. This creates new opportunities for Caesars, MGM Resorts, and others to expand their presence across all sections of the Strip," said Watkins.
The role of Vistar Media
The Vegas Strip Tower Network is powered by Vistar Media's enterprise technology stack, which combines the Vistar ad server for campaign management and delivery with Vistar's player software for real-time device monitoring and network management.
The systems allow Spotlight to serve up dynamic, data-driven creative and run synchronized, large-format experiences using Vistar's screen sync.
"Vistar's role in the out-of-home ecosystem is to power the full digital transformation of media networks, connecting world-class media owners with advertisers through our end-to-end technology stack — from device and content management to programmatic monetization," Matt Fitzgerald, director enterprise solutions at Vistar Media, said in an email interview.
"Partnering together was a natural fit. Through Cortex, Vistar's player and device management software, and our ad serving technology that enables precise, data-driven delivery, this collaboration with Spotlight introduces a first-of-its-kind, ground-level digital network on Las Vegas Boulevard — combining iconic placements with the intelligence, flexibility, and automation of modern out-of-home."
Vistar is expanding the possibilities for advertisers by connecting them with audiences in the most impactful real-world moments, according to Fitzgerald.
"With the Vegas Strip Tower Network, we're enabling brands to seamlessly access one of the world's most visible, high-traffic destinations through the same programmatic platform they already know and trust," he said.
"By combining Spotlight's premium footprint with Vistar's data, technology and Screen Sync capabilities, we're showcasing the full potential of out-of-home — giving brands the opportunity to stand out in one of the most competitive advertising environments, while supporting an initiative that benefits both property partners and the broader Las Vegas community."
The eye-level strategy
The Las Vegas Strip attracts more than 40 million visitors a year and easily is one of the busiest and most visually saturated advertising environments in the world.
The strategy to go eye-level with the ad network was in response to the vehicle and passerby traffic.
Spotlight describes the tower networks as "OOH for the TikTok generation," designed to be seen, recorded and shared.
"Traditional large-format signage sits high above street level, but at ground level there are hundreds of thousands of pedestrians and vehicles daily; an audience actively engaged and looking for experiences," said Watkins.
"Spotlight's Vegas Strip Tower Network is the first ground-level, programmatic digital billboard network on Las Vegas Boulevard, putting brands directly in front of this constant flow of tourists, convention goers and locals. Spotlight's massive, eye-level digital towers allow brands to break through the overstimulating visual and physical environment, capturing attention among an audience where "Walking the Strip" is a must-do activity."
About Judy Mottl
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