Eyecatcher auf dem Times Square

Teuerstes und größtes digitales Poster begeistert Massen

Es leuchtet, oszilliert und dynamisiert sich selbst: Mit Google als erstem Kunden. Das Megaposter fasziniert die Massen. Bei gewaltiger Frequenz und Impact. Eine neue Dimension der urbanen Außenwerbung wird geschrieben: Noch dazu mit einem Konzern, der als Megakonkurrent angesehen wird. Doch: an Out of Home kann offensichtlich niemand vorbei.

Bei der digitalen Werbetafel liegt die Zahl der LED-Pixel bei fast 24 Millionen. Damit verfügt sie über eine höhere Auflösung als selbst die besten derzeit erhältlichen Fernsehgeräte.

Werbungtreibende müssen für die Belegung allerdings tief in die Taschen greifen. Der Preis für eine Buchung über vier Wochen kostet nicht weniger als 2,5 Millionen Dollar. Damit ist der Megascreen die derzeit teuerste Out-of-Home-Reklamefläche überhaupt.

The new screen stands eight stories tall and is nearly as long as a football field, spanning the entire block from 45th Street to 46th Street on Broadway — the center 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 top-of-the-line television sets.

At a going rate of more than $2.5 million for four weeks, the megascreen ranks as one of the most expensive pieces of outdoor ad real estate on the market, according to marketing executives. A digital art exhibition by the critically acclaimed Universal Everything studio collective will animate the screen from Tuesday night until Nov. 24, when Google will take over as the exclusive, debut advertiser with a campaign that runs through the New Year.

In the flashing, bustling advertising mecca that is Times Square, the screen is the biggest and the only one to cover an entire city block.

“Size matters in Times Square,” said Harry Coghlan, president of Clear Channel Outdoor New York, which is selling the ad space. Last week, as he stood on the corner of 46th Street and Broadway watching test images of skiers and fashion models illuminate the new display, tourists turned their heads to look at the sign, their jaws actually dropping.

The new sign, at 1535 Broadway, hangs on the Marriott Marquis hotel. Visitors might remember the destination as home to the giant Kodak sign that long beamed from the center of the building, topped by a curved display and flanked by two rectangular displays.

Vornado Realty Trust built the new screen as part of a redevelopment project for new signs and retail components of the hotel. Vornado says it expects to lease a span of new retail space at the site to about a half dozen companies. It said in August 2012 that it would spend as much as $140 million on the project.

Vornado already owns the retail strip at 1540 Broadway directly across the street leased to the Forever 21 and Disney flagship stores. There, it discovered how important the digital sign is to the retailers. With the new project, Vornado decided to build a megasign and deploy the latest LED technology.

Steven Roth, chief executive of Vornado, said that while the attention-grabbing technology that allows for sharp images and innovative displays is important, that technological advantage will not last as other companies adopt similar bells and whistles. The two lasting advantages, he said, are the new display’s sheer size and location.

“The signs really are part of the culture, part of the fabric of the excitement of this city,” Mr. Roth said. “And, by the way, we are in it for the money, and they are an interesting part of our business.”

One of the oldest forms of advertising, billboards are attracting new attention as digital displays allow for new levels of real-time interactivity. Marketers increasingly are deploying new social media and mobile components that allow viewers to engage in activities like broadcasting their faces on a billboard or downloading coupons because they walked past an ad.

Quelle: New York Times

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