Heritage Outdoor Media and Daktronics Bring the Latest Billboard Technology to Times Square
December 14 2022 - 11:00AM
Heritage Outdoor Media recently worked with Daktronics
(NASDAQ-DAKT) of Brookings, South Dakota, to design and install an
LED digital billboard with 8-millimeter resolution SMD (surface
mounted device) technology. Located in the heart of Times Square,
the state-of-the-art, high-definition display provides unique
branding opportunities for businesses to capture the attention of
millions of viewers year-round.
The display is featured on the Bow Tie Building Times Square at
1530 Broadway. Heritage Outdoor worked closely with the “I Love NY”
retail tenant Torkian Group.
“Working with Heritage has provided us with a win-win situation
that was uncomplicated to execute,” says a Torkian Group
representative. “The display will provide us passive income,
reducing our overall retail cost while attracting more eyes to our
store.”
This digital display, aptly named the “New York, New York” sign,
provides the newest digital experiences such as augmented reality,
interactive virtual reality, interactive audio content through
mobile devices, and social media interactivity. It is one of only a
few boards in Times Square with this technology.
“We are very excited to offer advertisers and viewers some of
the most innovative and interactive features in the industry,
especially as this sign is strategically at eye-level,” says Terry
Carmody, co-founder of Heritage Outdoor Media. “The Daktronics
8-millimeter digital billboard technology gives our advertising
clients a reliable, color-accurate canvas that represents their
brands in an exciting, dynamic way.”
The location of the display provides an advantage for
advertisers who want to reach a high volume of pedestrian and
vehicle traffic on Broadway. According to Carmody, foot traffic has
risen steadily throughout the year, with an average of 260 thousand
daily visitors in March of 2022. 1530 Broadway is also at center
stage of the New Year’s Eve celebrations within Times Square.
Carmody says Heritage is excited to provide advertising
opportunities for large and small brands: "With Heritage's ‘New
York, New York’ sign, advertisers have the opportunity to say (in
the words of Frank Sinatra) that "they've made it there." The board
runs in two-minute loops, providing excellent exposure to many
people. It offers businesses the opportunity to own a piece of
Times Square and to plant their brand flag in one of the great
gathering places of the world.”
Installation design provided fewer
interruptionsTo minimize disruption to the building tenant
and to street traffic, Heritage Outdoor Media worked closely with
Daktronics to reduce installation time. Together, they redesigned
the back of the billboard’s cabinet, and the digital sign went up
in just two sections. This solution allowed for easy access to the
interconnects and ensured that the sign stayed within Torkian
Group’s designated premises, as listed in their lease contract.
The digital sign also features city view louvers to provide more
contrast for maximum viewability for the intended audience.
These technologies were key to Heritage Outdoor Media, a
family-owned and operated business that prides itself on treating
partners and vendors with the utmost transparency and respect.
“We worked hard to minimize construction time to avoid
disruption to our retail partner and the public,” explains James
Manfredi, co-founder of Heritage. “We were able to go from contract
to revenue stream for Torkian Group in less than six months and
installed the sign in less than seven working days. We are one of
the most efficient and consistently meticulous builders in the
industry thanks to our three generations of experience and
wisdom.”
Daktronics has been a staple LED display provider in Times
Square dating back to the installation of the Morgan Stanley LED
ticker in 1995. The company has more than 80 customers in the area
and more than 30 projects in Times Square. For more on Daktronics’
involvement in Times Square, visit this installation map and our
website at www.daktronics.com/timessquare.
About Heritage Outdoor MediaHeritage Outdoor
Media is a third-generation, family-owned outdoor advertising
company. Our mission is to create maximum value for our partners,
advertisers and communities by developing best in class outdoor
assets across the country. We do this by honoring relationships
above all else, utilizing three generations of wisdom and
understanding that transparency is the foundation upon which we
build. Experience the difference at
www.heritageoutdoormedia.com
About DaktronicsDaktronics helps its customers
impact audiences throughout the world with large-format LED video
displays, message displays, scoreboards, digital billboards and
control systems in sport, business and transportation applications.
Founded in 1968 as a USA-based manufacturing company, Daktronics
has grown into the world leader in audio-visual systems and
implementation with offices around the globe. Discover more at
www.daktronics.com.
SAFE HARBOR STATEMENT Cautionary Notice:
In addition to statements of historical fact, this news release
contains forward-looking statements within the meaning of the
Private Securities Litigation Reform Act of 1995 and is intended to
enjoy the protection of that Act. These forward-looking statements
reflect the Company's expectations or beliefs concerning future
events. The Company cautions that these and similar
statements involve risk and uncertainties which could cause actual
results to differ materially from our expectations, including, but
not limited to, changes in economic and market conditions,
management of growth, timing and magnitude of future contracts,
fluctuations in margins, the introduction of new products and
technology, the impact of adverse weather conditions and other
risks noted in the Company's SEC filings, including its Annual
Report on Form 10-K for its 2022 fiscal year. Forward-looking
statements are made in the context of information available as of
the date stated. The Company undertakes no obligation to
update or revise such statements to reflect new circumstances or
unanticipated events as they occur.
MEDIA RELATIONS
Joni Schmeichel OOH Marketing Tel
605-691-3639 Email Joni.Schmeichel@daktronics.com
A photo accompanying this announcement is available at
https://www.globenewswire.com/NewsRoom/AttachmentNg/a7904e8b-5bda-4c5e-af7f-461bcb216970
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