Introduction:
Standing in New York’s Times Square, every brick under your feet is worth a fortune. Its high value stems not only from the more than 500 million annual visitors, but also from the vibrant, non-stop energy at the heart of the world. Times Square has long become a cultural symbol that can represent New York and even the United States. When you think of Times Square in New York, what do you think of? It is undoubtedly the Nasdaq LED large screen, often hailed as the “world’s largest screen.” This giant LED screen towers over 23 stories tall and spans more than 7 stories wide, capturing global attention with its awe-inspiring scale. In addition, Times Square’s unique geographical location and commercial value make the numerous large LED displays on building facades an excellent platform for brand promotion.
Chinese videos dominate the LED large screen of Times Square
Last year, the Times Square giant LED screen became a sensation in China. On mainstream media and social platforms, many users shared how they could show their short videos on this screen across the ocean for just $40. Meanwhile, the “agency shot” business quickly emerged. Agents revealed that about 90% of the content on the screen came from China, with more than 100 placements per day. Those who witnessed it in person noted that there are about 10 large LED screens in various shapes in Times Square, each displaying different content, with video IDs and links to advertising companies. Behind these bold attempts lies a marketing strategy, reflecting the self-entertainment of China’s younger generation.
The international appeal of Times Square’s LED large screen
In fact, companies around the world are eager to advertise here. Bright, colorful billboards occupy every corner, with Nasdaq’s large LED screen being the most sought-after. Companies going public are eager to announce their success to the world. For a long time, appearing on the giant LED screen in Times Square was considered a crucial indicator of a company’s rise or fall. Although Chinese companies entered the scene later than their Japanese and Korean counterparts, they have quickly caught up in recent years.
The rise of Chinese companies on the LED large screen of Times Square
In recent years, advertising on the giant LED screen in Times Square has become an essential way for Chinese companies to showcase their brand image, experiencing explosive growth. According to statistics, more than 100 Chinese companies have appeared on Times Square large outdoor display screens. With the continuous progress of China’s LED display technology and innovation, lightweight and transparent LED displays with a strong sense of design have been widely used in outdoor advertising. These screens not only enhance the effectiveness of advertising, but also significantly improve the aesthetics of the city. Since 2011, LED displays made in China have gradually appeared in Times Square, earning widespread praise from international tourists for their world-class color, brightness, and image stability.
The potential of large outdoor display screens in China
Back in China, in recent years, giant LED screens have been installed in major commercial districts in cities such as Beijing, Shanghai, Chengdu, Chongqing, and Changsha. These big LED screen not only innovate in content delivery, but also incorporate new technologies such as corner displays and naked-eye 3D displays. However, these screens currently cater mainly to large corporate advertisers, with very high costs. For example, a large LED display on a mall facade could cost 70,000 RMB per day, while the highest rate for LED screens in airports can reach 1.98 million RMB in four weeks.
Current status and future prospects of domestic large outdoor display screens
At present, China’s large outdoor display screens are mainly concentrated in two areas: large transportation hubs and major commercial districts. Amidst the impact of internet platforms, brands are caught in a whirlwind of traffic anxiety and homogenized content. Some well-known outdoor media companies in China are actively expanding media resources in tourist spots and shopping malls while gradually embracing digital transformation. Especially with the emergence of new technologies such as 5G and the Internet of Things, large outdoor display screens are making a strong comeback.
In 2022, Wojee Media, one of China’s top ten outdoor media companies, launched high-definition naked-eye 3D LED screens and giant LED screens at Shenzhen Houhai Super Headquarters Base and Guangzhou Tianhe CBD Zhujiang New Town, respectively. Industry insiders also indicate that they plan to add Internet advertising services on top of traditional outdoor large LED screen advertising, providing customers with integrated online and offline marketing solutions.
Conclusion: The infinite possibilities of giant LED screen advertising
As technology continues to optimize and upgrade, small and medium-sized businesses may become the new advertisers on large outdoor display screens in the future. However, the generally high costs of large LED displays can create barriers for some small and medium-sized businesses and niche brands. More cost-effective pricing, coupled with more refined and precise advertising strategies, is likely to attract more users.
