The Most Valuable Out of Home Site in the US

 

During Digital Sign Week you ought to wander down to Times Square to take a look at Prismview’s One Times Square digital billboard located at 42nd and Broadway.  It just might be the most valuable advertising location in the world.    New Tradition Media handles the ad sales.  The out of home space is so valuable that the building isn’t even occupied.  It would cost too much to renovate for occupancy.  Insider talked with Don Szczepaniak, President and CEO of Prismview and Brett Unzicker, Executive Vice President of Sales Samsung Electronics about the project.

Don, tell us about the project 

One of the things we are really excited about is our partnership with the Jamestown people in Times Square…the One Times Square project.  One Times Square…is where the ball drops…They have a very innovate and aggressive plan to transform that building…We recently completed 27 stories of LED along the face of the building.  Four different signs all combined.  And what they’re doing there is some spectacular stuff.  Treating the four signs as one canvas…

 One Times Square is almost 20 times the size of a typical 14 by 48

 A typical billboard is one pole, you pull up the billboard in a truck, a crane grabs the whole 14 by 48 billboard and sticks it on the sign…In Times Square…that sign had to be brought in in 4 foot by 4 foot sections and built in those small sections from the ground up…we have a stop action video that shows that sign being built…it was built over the course of a couple weeks.

Brett, how did Prismview find out about the opportunity?

Samsung found out about the opportunity through the advertising company, New Tradition.  They originally reached out inquiring as to Samsung’s Times Square advertising strategy.  However, in discussions, the fact that we are the dominant manufacturer in LED came up.  They in turn introduced us to Jamestown Properties and we began to work together.

What qualities allowed Prismview to get the business?

There were two main factors that led Samsung to get the business at One Times Square:

  1. Technology:  Jamestown was keenly interested in Samsung’s use of diodes.  Of the utmost importance in their selection process was quality diodes that were to be used.  Specifically, they wanted diodes that provided a perfect image quality with pantone color matching.
  2. Turnkey Solution Provider:  Jamestown was looking for an LED supplier who could go beyond the board.  Meaning, they were looking to find a manufacturer that could do more than just make a quality product but, also flawlessly execute on the installation and service requirement.  Due to the high profile nature of OTS, ensuring the signs were up and running by the deadline was paramount.

Prismview and Samsung have reorganized the out of home sales teams.  What was done and what does it mean for out of home companies?

The integration of Prismview into Samsung will have a dramatic impact on the OOH market.  Aside from quality and brand recognition, by being a part of Samsung OOH companies will now see the linked marketing through billboard operators (something which historically was hard to tie together).  In addition, the sheer size of the sales and marketing efforts will now be something OOH companies will value from a daily support standpoint.

To receive a free Prismview white paper on trends in LED billboards click this link.

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