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It was originally known as Longacre Square. In 1904, the New York Times moved its headquarters to Times Square. Designed by Cyrus L. W. Eidlitz, the neo-Gothic style skyscraper was built in 1903-1904 and initially served as the headquarters of the New York Times. Over time, the surrounding Longacre Square area was renamed “Times Square”.

The Rise of Times Square Billboard:

In 1917:Times Square welcomed the first electrified billboard to promote a Broadway show.

In 1928: Coca-Cola installed the first dynamic billboard in Times Square, marking the era of electrified billboards.

In the Mid-20th Century: Neon advertising became an iconic feature of Times Square.

In the 1990s: LED (light emitting diode) technology began to be applied to billboards.

In 1996: Nasdaq Tower (Nasdaq Tower) installed the first giant LED screen, which became a technological milestone in Times Square.

21st Century to Now: The resolution and brightness of LED billboards have increased dramatically, supporting 4K and even 8K displays. Chinese LED companies(Unilumin, Absen)have provided a large number of high-resolution screens for Times Square, demonstrating the technological strength of Made in China.

New York Times Square billboards are not only a tool for business promotion, but also a symbol of global culture, art and technology. Here are some of the factors that make Times Square billboard unique:

(1) LED & Digital Technology:

• Times Square is a testing ground for LED technology, where many of the world’s leading LED screen technologies make their debut.
• The high-resolution, high-brightness screens are capable of presenting extremely clear images and video.

(2) Interactive & Immersive Experiences:

• Modern billboards support interactive features such as touchscreens, AR (augmented reality) and real-time data updates that enhance viewer engagement.
• The use of naked-eye 3D technology makes advertisements more vivid and entices viewers to stop and watch. Many brands display their advertisements on 3D billboards to broaden brand awareness.

The Times Square billboards are over 100 years old and have witnessed the evolution of advertising technology and changes in global culture. It is not only an icon of commerce, but also a symbol of American pop culture, representing freedom, innovation and dreams.

Times Square is the place to be for top international brands (e.g. Coca-Cola, Apple, Samsung, etc.), and the Times Square screens have become a symbol of brand power. Many emerging brands have quickly raised their global profile by Times Square ads.

Located in the heart of Manhattan, New York, Times Square attracts more than 50 million visitors annually and is one of the busiest tourist destinations in the world. Its location makes it the ultimate stage for brands to showcase their advertisements and reach audiences from all over the world.

Times Square has a variety of billboards such as neon, LED screens, and naked-eye 3D. Meanwhile, hundreds of large and small billboards form a dense visual landscape from the ground to the high-rise buildings, bringing great visual impact to the audience.

Times Square screens are often in the global media spotlight, especially during major events (e.g. New Year’s countdown, brand launches). Visitors to Times Square photograph advert billboards and share them on social media, further expanding ads influence.

The LED screens that cover Times Square’s skyscrapers have revolutionized the advertising industry, providing unparalleled exposure and effectiveness for brands.

Times Square’s exposure is arguably the highest in the world. Attracting approximately 50 million visitors annually, Times Square sees approximately 330,000 visitors pass through each day, including 60% locals and commuters, and 40% tourists. The area is also home to more than 2,000 office buildings, making it a center of activity day and night.

According to Neustar, using digital displays in such a high-traffic area can increase brand awareness by 10-20%. Therefore, the effectiveness of Times Square advertising is its lasting impact on brand awareness.

In 2022, Coca-Cola utilized its digital screens for iconic advertising in Times Square and saw a 30% increase in brand recall.

The cost of digital billboard advertising in Times Square ranges from $1.1 million to $4 million per month, depending on the size and location of the screen.

• According to a 2019 study by the Outdoor Advertising Association of America (OAAA), digital billboards have an average 7% higher ROI than traditional outdoor advertising formats because of better targeting, greater reach and the ability to change content in real-time.

• A 2018 report by Kantar Media showed that brands advertising on Times Square screens saw a 15% increase in online engagement and a 10% increase in conversions for their products or services.

This is the world’s first 3D robotic billboard in Times Square, which is 68 ft by 42 ft and is made up of 1,715 moving and 245 static cubes that can extend 1.52m(5ft). These cubes independently extend and retract toward the audience of spectators. The total size of the 3D billboard is 240.23 m² (2585 ft²).

The Nasdaq Tower is one of the largest digital billboards in the world. When many companies go public on Nasdaq, they broadcast the bell-ringing ceremony live on this billboard, becoming the center of global attention.

To celebrate the debut of its latest flagship products, Galaxy S8 and S8+, Samsung illuminated New York City’s Times Square with an immersive display on March 29, 2017, reflecting the powerful visual experience offered by the device’s Infinity Display.

Nike’s “Take It to the Next Level” campaign features vibrant visuals of athletes’ awe-inspiring feats, demonstrating the strength and determination associated with the brand. The campaign features cinematic-style ads that engage audiences with dynamic action on giant digital screens.

Although not a traditional advertisement, the New Year’s Eve countdown ball is one of the most iconic “advertisements” in Times Square. Every year on December 31st, the New Year’s Eve Countdown Ball slowly descends to mark the beginning of the New Year, making it one of the most famous New Year’s Eve events in the world.

McDonald’s billboards feature golden arches and classic products (like burgers and fries) that are vibrant and appetizingly seductive. It also attracts countless tourists to view it.

Dior has released its first 3D billboard in Times Square. The campaign showcases Dior’s products through high-resolution 3D animation, combining artistry and technology to present the brand’s high-end image.

Netflix billboards typically feature promotions for popular series and movies in a modern and eye-catching design. This video case is Spider-Man 2 for Playstation 5. This 3D billboard ad will give you a shocking visual feast whether you are an avid game fan or just a passerby.

Hershey’s billboards feature chocolate products and cozy family scenes full of sweetness and happiness. During Valentine’s Day, the Hershey’s billboard is transformed into a giant chocolate gift box, making it a popular spot for couples to take photos.

BMW created an illusionary 3D LED Display to launch their new vehicle. The Times Square 3D billboard made it appear as if the car was driving out of the display. This billboard attracted viewers by showcasing the sleek dynamics of a car in an innovative and eye-catching way.

Renting a Times Square billboard is among the most expensive and prestigious advertising opportunities available in the world. Costs vary greatly depending on factors such as location, size and duration. Below is a detailed analysis of the costs, including one-day rental estimates, based on available data and industry trends.

1. Location: Prime spots like One Times Square (where the New Year’s Eve Ball drops) or the NASDAQ Tower are more expensive.
2. Size: Larger billboards cost more. Digital billboards range from small screens to massive multi-story displays.
3. Duration: A longer campaign (e.g. 4 weeks) is more cost-effective than a short-term rental.
4. Time of day: Prices are higher during peak hours, such as evenings and holidays, due to the increased foot traffic.
5. Content Type: Dynamic content (e.g., animations, videos) may incur additional production costs.

1. Digital Billboards

Average Daily Cost: 50,000 – 150,000+ per day

Prime Location: One Times Square(100,000-150,000+ per day), NASDAQ Tower(80,000-120,000+ per day)

Smaller Screens: 10,000-50,000 per day

2. Static Billboards

Average Daily Cost: 5,000-20,000 per day (Static billboards are less common in Times Square, as digital displays dominate the area.)

3. Long-Term Rentals (4 Weeks)

Digital Billboards: 200,000−500,000+ for a 4-week campaign

Static Billboards: 50,000−100,000 for a 4-week campaign

• Content Production: Dynamic content (e.g., animations, videos) can cost 5,000−50,000+ depending on complexity.
• Agency Fees: Advertising agencies may charge a commission (typically 10%-20% of the total cost).
• Permits and Legal Fees: Some campaigns may require permits or legal clearances, adding to the cost.
• Maintenance and Support: Technical support or maintenance during the campaign may incur additional fees.

The high cost is justified by the unparalleled visibility, prestige, and global reach that Times Square offers. This investment can have a substantial impact on brand recognition and engagement.

Advertising on Times Square billboards is a coveted opportunity for global brands, as it is not only a New York landmark, but also one of the most influential advertising platforms in the world. Below are detailed steps and guidelines to help you understand how to advertise on Times Square billboards:

First, determine the goal of your ad. For example, you may want to raise brand awareness, promote a new product, or publicize an event. Then set a budget based on the type and length of the ad; Times Square billboards are more expensive, with digital billboards costing around 5,000-150,000+ per day and static billboards costing around 5,000-20,000.

• Dynamic billboardssupport dynamic content (e.g., video and animation) and are suitable for short-term, high-exposure campaigns, but are more expensive.
• Static billboards are suitable for long-term branding campaigns and are less expensive, but the exposure is not as effective as digital billboards.

The popular locations include One Times Square (home of the New Year’s Countdown Ball) and NASDAQ Tower (a globally recognized digital billboard). Choose a location based on your target audience and the needs of your campaign. Popular locations are more expensive, but offer better exposure.

Major operators include Outfront Media, Clear Channel Outdoor and TSX Broadway. Visit the operator’s website or contact their sales team with your advertising needs (duration, content, budget, etc.) and get a quote and available time slots.

Ad content should be simple, eye-catching and suitable for viewing from a distance, with dynamic content (video or animation) being more eye-catching. You should use high-resolution images and videos that highlight the brand logo and core message, and consider adding interactive elements (such as QR codes or social media hashtags).

Short-term ads (1 day to 1 week) are good for event promotion, while long-term ads (4 weeks or longer) are good for branding. However, peak hours (6 p.m. to midnight) are more expensive but offer the most exposure; off-peak hours (daytime) are less expensive and suitable for brands with limited budgets.

A contract should contain details like the duration of the advertisement, the time slot, the location and the cost. To ensure smooth advertising, it is common to require payment in full or part up front.

• Use QR codes, exclusive links or promotional codes to track the effectiveness of advertisements.
• Encourage viewers to take photos and share the ad content to increase secondary distribution.
• Analyze the exposure, interaction rate and conversion rate to evaluate the advertising effect.

• To avoid legal risk, ensure that the content of your ads is compliant with local laws and regulations.
• Some operators may require the purchase of advertising content insurance to cope with potential problems.
• Outdoor advertisements may be affected by weather, so you need to formulate a response plan in advance.

Since Times Square is a prime location for world advertising, the change in its billboard technology and trends usually lead the way for the whole industry. We will analyze the the future trend of Times Square screen from technology innovation, to data-driven, and sustainable development.

Augmented Reality (AR)and Virtual Reality (VR) technologies are changing how ads are presented. Times Square Billboards could incorporate AR technology to allow viewers to interact through their mobile phones or AR glasses in the future. Interactive ads (e.g., touch screens, gesture control) will become mainstream, enhancing viewer engagement and brand memory.

For example, a brand can use AR ads to allow viewers to “try on” virtual clothes or interact with the ad content through gesture control. With the popularization of 5G technology, real-time interaction and high-definition content transmission will become even smoother, pushing billboards toward immersive experiences.

The future Times Square screen will use big data and artificial intelligence (AI) to analyze viewer demographics and behaviors to achieve precise placement. Ad content can be dynamically adjusted according to time of day, weather, and even viewer mood to provide a personalized experience.

For example, on a rainy day, a billboard can automatically play an ad for rain gear; during a holiday, the ad content can be adjusted to the holiday theme. Data-driven advertising will improve advertising effectiveness and reduce waste, while providing brands with more detailed consumer insights.

As environmental awareness grows, billboards in Times Square will be more likely to utilize energy-efficient technologies, such as LED low-power screens and solar power. The advertising content will also convey more environmental protection concepts to attract consumers who focus on sustainable development.

For example, a brand may demonstrate its carbon-neutral commitment through billboards or use recyclable materials for ad content. Green technology and eco-friendly advertising will become an important part of a brand’s image, driving the industry’s transition toward sustainability.

Times Square billboard is evolving with rising costs, advanced technology, and iconic ads. While prime digital screens can cost up to $150,000 daily, brands leverage data-driven and interactive campaigns for maximum impact. Innovations like AR, VR, and AI are transforming ads into immersive experiences, while sustainability efforts push for greener solutions. Times Square remains a global stage for unforgettable advertising, blending tradition with cutting-edge innovation.