Urban Digital Spectaculars
Why our projects are more than just big signs.
20 Times Square, TSX Broadway, and 1552 Broadway (aka the Express display) are just three highlights from our extensive New York Digital Spectacular portfolio.
In the industry, largescale digital displays like the ones in Times Square and around downtown LA, are called digital spectaculars. There is a common misconception that these displays, especially the ones in Times Square, are just big billboards and signs. We couldn’t disagree more. New York’s Times Square is an international destination synonymous with digital signage. We know that our work on digital displays in Times Square is more than just putting up a sign. It builds value for our clients and creates an experience for in-person Times Square visitors and beyond. Going to Times Square isn’t about being inundated with branded content. It’s about the excitement of being there. And for our clients, there’s value in harnessing and creating that excitement in the heart of New York.
Built-in traffic and exposure. 56.7 million people visited Times Square in 2022. This massive in-person audience is amplified by exposure via traditional and social media (think New Year’s Eve in Times Square). Brands are looking to bring their message to the broadest audience possible. The simultaneously transient and dense nature of Times Square crowds make urban digital landmarks highly prized investments for brands through transactional media, brand partnerships, and activations.
Resilient market for investment with growing value. While the real estate market is still reckoning with changes after the Covid-19 pandemic, the US’s Digital Out of Home (DOOH) market, and New York’s in particular, has more than recovered from a drop in value following the pandemic’s onset in 2020. In fact, Out of Home Advertising Association of America (OAAA) found that the DOOH sector leads the way in growth at approximately 22.7% every year since 2020. In a moment when interest rates and consumer habits continue to fuel changes in real estate development and valuation, digital displays represent a high-value investment with returns overtaking the development costs for displays in five years or less for Sensory Interactive projects.
Integrated team with niche expertise. Sensory Interactive provides support services at every stage for urban landmark projects, from vision to execution to success. We’ve worked on over 20 displays in and around Times Square and are currently engaged on five active projects. Our integrated team has developed specialized expertise to understand and assess the value of potential digital displays. We also bring design expertise to develop value not just from the size and location of a digital display, but also from the technology used, display proportions, and angle. We help our clients holistically consider design and monetization options, often delivering solutions beyond the obvious ones. Further, our team is armed with decades of experience managing complex zoning and construction regulations. Overnight work in the heart of Times Square is par for the course.
Sensory Interactive frequently works with the same owners and investors in New York because they recognize our unique value. Furthermore, they recommend us because they see our services as the best in the business. Urban digital spectacular projects are more than just big signs. Our clients work with us because we know that—and so do they.
