New York's Times Square reveals its biggest and most expensive LED billboard
Loud and proud
The wonder of LED technology, hey? In an era when digital screens large and small have taken over traditional billboards but attention is increasingly scarce, it seems that the gamble is bigger is better and the largest (and most expensive) digital billboard has launched in Times Square, New York.
The new screen stands eight storeys tall, spanning the entire block from 45th Street to 46th Street on Broadway – the centre of the Times Square "bow tie." Nearly 24 million LED pixels, each containing tiny red, blue and green lights, make up the display, giving it higher resolution than even the best of today's television sets.
When it comes to rates, it boasts a cost of more than $2.5 million for four weeks, and the megascreen ranks as one of the most expensive pieces of outdoor advertising real estate on the market.
A digital art exhibition by the studio collective Universal Everything will animate the screen from now until November 24, before Google takes over as the exclusive debut advertiser with a campaign that runs until the New Year.