New Tradition Lights Up the Largest Digital OOH Display West of the Mississippi

May 20, 2020 LOS ANGELES — This February, an exciting new digital advertising screen became a part of the Los Angeles skyline. New Tradition Media and The Reef have partnered to launch this screen in one of the world’s most iconic cities.

New Tradition, an out-of-home media frontrunner when it comes to anything but traditional signage, is the media vendor selling the advertising space featured on the new display mounted at the top of The Reef’s façade in Downtown LA. Footage of the new display along with additional information can be seen in the following video.


New Tradition’s CEO Evan Richheimer stated that “Los Angeles has been a long-time market of ours and we’re so thankful to be able to launch this display in the LA out-of-home marketplace.” Los Angeles is one of the largest markets in New Tradition’s growing portfolio of inventory. The launch of The Reef’s signage is the epitome of New Tradition’s impact and is just a glimpse of what’s to come.

Having been such an impactful business in the OOH industry for the past 10 years, New Tradition proudly launched The Reef with a variety of advertising partners including Pandora Music, Facebook, Verizon and Klarna. Additionally, with community in mind, the media vendor has partnered with a number of businesses to promote awareness and positive messaging during the COVID-19 pandemic. Some of these PSA’s include City of Hope, American Red Cross, Dignity Health, One Medical and others.

“We’re so happy to have been able to add The Reef to our portfolio of inventory and work with such notable partners and advertisers,” added Richheimer.”

New Tradition partnered with Consumer Experience Group (CEG), a Los Angeles-based consultancy for experiential display projects. CEG has represented the owner of The Reef from the beginning of the project, then oversaw the display technology specifications and procurement process, the detailed media partner selection process and project management.

“We’re extremely excited to be able to share this new signage with the City of LA,” said Jeremy Kolieb, Principal, CEG.

Totaling more than 40,000 square feet, the new display canvas amounts to almost a full acre of high-resolution LED signage, all manufactured by SNA Displays.

About New Tradition Founded in 2010, New Tradition is one of the fastest-growing Out-Of-Home media companies in the United States as well as one of the largest independent operators of large format digital and static signage. With a focus on urban core environments, New Tradition provides advertising platforms for national brands and advertising agencies throughout the country. This includes signage in New York, Los Angeles, Boston, Nashville, Miami, San Antonio, San Francisco, Seattle, Portland, Las Vegas, Baltimore, Washington DC, Atlanta and Chicago.

About Consumer Experience Group

Consumer Experience Group is focused on enhancing the consumer experience by providing clients with the know-how to determine how and what technology to integrate into malls, retailers, commercial properties, hotels, theme parks and much more. CEG is a consultant to the owner of The Reef. Learn more about Consumer Experience Group at

About SNA Displays

SNA Displays is focused on bringing its clients’ creative visions to life. Established in 1993, Sansi is one of the world’s largest manufacturers of LED products. In North America, SNA Displays is headquartered in New York City’s historic Times Square and has worked with clients to create and build some of the largest and most recognizable digital spectaculars in the industry. Discover how Dreams Live Digitally® at


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