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Times Square Gets New High-Res Billboard from Daktronics and Heritage Outdoor

"If You Can Make it Here, You Can Make it Anywhere"

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by Benny Taubman, OOH TODAY Reporter

Heritage Outdoor Media and Daktronics collaborated to design and install a brand-new, high-fidelity LED digital billboard in the heart of Times Square. The state-of-the-art display has 8-millimeter resolution SMD (surface-mounted device) technology that provides poignant advertising opportunities which will be seen by millions of viewers, including tourists from all around the world. 

“The Daktronics 8-millimeter digital billboard technology gives our advertising clients a reliable, color-accurate canvas that represents their brands in an exciting, dynamic way.”

The digital display is named the “New York, New York” sign (a reference to the hit-song sang by Frank Sinatra) and has innovative new digital capabilities such as augmented reality, interactive virtual reality, interactive audio content through mobile devices, and social media interactivity. The new face – one of only a handful of Times Square billboards with these features  – is one of Heritage’s most technologically-advanced and prominent assets.

“We are very excited to offer advertisers and viewers some of the most innovative and interactive features in the industry, especially as this sign is strategically at eye-level,” said Terry Carmody, a Managing Partner and Co-Founder of Heritage Outdoor Media. “The Daktronics 8-millimeter digital billboard technology gives our advertising clients a reliable, color-accurate canvas that represents their brands in an exciting, dynamic way.”

The billboard is attached to the facade of the Bow Tie Building Times Square at 1530 Broadway and is just above the “I Love NY” retail tenant owned by the Torkian Group

“Working with Heritage has provided us with a win-win situation that was uncomplicated to execute,” said a Torkian Group representative. “The display will provide us passive income, reducing our overall retail cost while attracting more eyes to our store.”

Although lockdowns stemming from the COVID-19 pandemic drastically abated foot traffic in Times Square, post-lockdown tourism surges from all over the world have boosted activity in the historic tourist location. According to Carmody, foot traffic has steadily risen throughout 2022 and brought a stately 260,000 average daily visitors in March of 2022 alone. Moreover, annual New Year’s Eve celebrations bring droves of pedestrians to the location. For New Year’s Eve 2022, over 1 million people filled Times Square in celebration.

“With Heritage’s ‘New York, New York’ sign, advertisers have the opportunity to say (in the words of Frank Sinatra) that “they’ve made it there,” Carmody continued.

About Heritage Outdoor Media
Heritage Outdoor Media is a third-generation, family-owned outdoor advertising company. Our mission is to create maximum value for our partners, advertisers and communities by developing best in class outdoor assets across the country. We do this by honoring relationships above all else, utilizing three generations of wisdom and understanding that transparency is the foundation upon which we build. Experience the difference at http://www.heritageoutdoormedia.com

About Daktronics
Daktronics helps its customers impact audiences throughout the world with large-format LED video displays, message displays, scoreboards, digital billboards and control systems in sport, business and transportation applications. Founded in 1968 as a USA-based manufacturing company, Daktronics has grown into the world leader in audio-visual systems and implementation with offices around the globe. Discover more at http://www.daktronics.com.

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