Clear Channel Spectacolor needed a unique video advertising solution for
its location at 1500 Broadway in Times Square. The various viewing angles,
high pedestrian traffic, and competition from Times Square’s unforgiving
advertising environment all combined to create a challenging yet rewarding
obstacle to overcome. Each of these factors needed to be addressed in the
display’s design to ensure it would create impact for years.
To meet expectations, Daktronics manufactured a 36-feet high by 84-feet
wide LED spectacular that now stands on the corner of 43rd and Broadway.
Audiences below the display receive a commanding viewing experience
because of Daktronics proprietary City-View louvers. The louvers are pitched
at a downward angle – better directing light toward the pedestrians viewing
below. In addition to better viewing, the louvers increase the darkness of the
display face which improve its overall contrast. This feature plays a major
factor when the display has to compete with direct sunlight.
1500 Broadway’s world renowned location produces one of the best Times
Square hot spots for interactive marketing campaigns. When Spectacolor
rolled out the display in December of 2014, Revlon contracted to be the
billboard’s exclusive advertiser. The retailer quickly named the video billboard
it’s “Global Love Beacon.” For months, the display interacted and entertained
Times Square audiences via a jumbo “kiss cam.”