The launch of the world's largest digital outdoor advertising platform has put the outdoor media industry 'on-par' with all other mediums according to Clear Channel president Harry Coghlan.
Speaking to The Drum in New York ahead of the go live of the 24 million LED pixel screen positioned at the Marriott Hotel in Times Square, estimated to cost $2.5m for a four week ad placement, Coghlan said that he thought the display would be a game changer for the industry,
"It means we are on par with all other media in terms of our immediacy, our impact and being in the real-time. The capabilities here have put us on par with the the broadcast outlets today," he claimed.
"It's a destination by itself. Over time, as content is developed and brands start to engage and deliver their brand experiences, you will see people come here and say 'when you are in the middle of Times Square you've got to see this display.'"
Google is reportedly the first advertiser set to use the screen in the coming weeks but has yet to comment.