Times Square Out-of-Home Activations with PJX Media
- adiller2
- 14 hours ago
- 3 min read
When you think about large, digital billboards, spectaculars, or out-of-home advertising in general, what location or city do you think of? Times Square in New York City, baby!
According to one study conducted by The Harris Poll in partnership with the OAAA, “Two-thirds of adults (65%) say they are likely to act because they saw a product or brand in an OOH advertisement in a high-traffic or iconic area.” Times Square is certainly one of those places that are both high-traffic and iconic.
Our team has helped many brands create their special Times Square moment including Arc'teryx, Chime, Meili vodka, and more. In this blog post, we’ll share some of the additional campaigns we’ve launched as a bit of inspiration.
If you’re looking for Times Square pricing and advertising options, check out our other blog post, “Cost of Billboard Advertising in Times Square.” We provide some information and factors you should consider as you think about your next Times Square campaign.
Synchronized Spectaculars
Working with its agency PMG, Beats wanted a high-impact digital activation to promote the Powerbeats Pro 2 series featuring well-known athletes LeBron James, Shohei Ohtani, and Argentine soccer star Lionel Messi.
To coincide with the Major League Soccer season kick off, five synchronized digital billboards were activated for the "MLS is Back" weekend on February 22-23, 2025.
The benefit of digital out-of-home formats like the spectaculars in this package is the flexibility on campaign dates. With digital versus traditional/static OOH, we don’t have to print materials and get them installed, so we don’t have to consider long lead times and costs that are going to a short-term campaign.
Single Screen Activation
When you’re looking for 100% Share of Voice (meaning no other advertisers will interrupt your ads being displayed), this is called a full takeover or roadblock campaign. These campaigns don’t come cheap! However, out-of-home vendors can be flexible with pricing and options for their digital billboard inventory for the reasons we mentioned above.
One example is for the health and wellness brand Just Ingredients. To advertise its protein powder, the brand wanted a single placement in Times Square for a short period of time, so that their team could see their ad in-person and grab a photograph. Their budget was limited, so PJX worked with the vendor, and we were able to secure a 10% Share of Voice (SOV).
Although the 10% SOV means other advertisers will also be shown, this was a guaranteed or direct media buy, which ensures that Just Ingredients' ad will appear regularly (usually within a few minutes) in rotation of a small group of advertisers.
Unique Out-of-Home in the Times Square Area
Just in time for spring, Glossier launched its new fragrance, You Fleur, with unmissable wrapped subway train cars. Both the exteriors and interiors of subway cars were wrapped with beautiful artwork showcasing the new fragrance. In addition, synchronized digital live boards were also activated within the shuttle line at Times Square-42nd Street.
This campaign was a perfect combination of static and digital out-of-home, leveraging amazing artwork to create an immersive visual experience for New Yorkers and tourists alike.
To conclude, Times Square and New York City have a ton of OOH opportunities for brands. The possibilities are endless, and it’s all about the story your brand wants to share. We’re here to help you navigate your options and simplify the entire process of launching your OOH campaign.
Reach out via email at hello@pjxmedia.com or if you need something more immediately, submit an RFP below!