LOS ANGELES — The Los Angeles skyline now features the world’s largest digital out-of-home (OOH) billboard, located on the rooftop of The Reef in downtown LA. The massive LED screen features more than 40,000 square feet of digital ad space and faces multiple directions along two of the most congested highways in the U.S.
SNA Displays, which is known for building large-format LED screens in Times Square and other major markets across the U.S., manufactured the LED mega-spectacular for The Reef’s owner, PHR LA Mart.
“This is truly an amazing display, unlike anything most consumers have seen before,” said Jason Helton, executive vice president for SNA Displays. “The sheer scale of it within the LA skyline is staggering.”
The screen technology is from SNA Displays’ EMPIRE™ exterior line of LED display products and features a 20 mm pixel pitch, meaning the center of each pixel is 20 millimeters—or 0.79 inches—from the center of an adjacent pixel. At 852 pixels high and 11,376 pixels wide, the mammoth display consists of 9.7 million pixels.
The billboard extends above the roof parapet and extends along three downtown LA streets, Broadway, Washington Blvd, Hill St.
“We’re extremely excited to reveal this groundbreaking signage to the City of LA,” said Jeremy Kolieb, principal at Consumer Experience Group (CEG), a Los Angeles-based consultancy for experiential display projects. CEG has represented PHR LA Mart from the beginning of the project, overseeing the display technology specifications, procurement process, the media partner selection process and project management for the new signage.
New Tradition, an out-of-home media frontrunner for various kinds of nontraditional signage, has been chosen as the media vendor handling advertising sales for the mega-spectacular display. Launch partners include Pandora, WeedMaps, Las Vegas Convention and Visitors Authority, Facebook, Verizon and City of Hope.
New Tradition’s CEO Evan Richheimer stated that “Los Angeles has been a long-time market of ours and we’re eager to make an everlasting imprint in the LA out-of-home marketplace by launching the city’s newest display.” Los Angeles is one of the largest markets in New Tradition’s growing portfolio of inventory.
SNA Displays also partnered with custom-signage integrator YESCO, which handled the fabrication and installation of secondary electronic and steel structural components. The Utah-based company has worked with SNA Displays on other prominent digital signage projects in Los Angeles including L.A. LIVE and Circa towers.
For more information on the cutting-edge digital signage platform at The Reef, visit snadisplays.com/projects/the-reef.
About SNA Displays
SNA Displays is focused on bringing its clients’ creative visions to life. Established in 1993, Sansi is one of the world’s largest manufacturers of LED products, utilizing more than 2 million square feet of manufacturing space and owning more than 250 patents.
In North America, SNA Displays is headquartered in New York City’s historic Times Square and has worked with clients to create and build some of the largest and most recognizable outdoor and indoor digital spectaculars in the industry. Discover how Dreams Live Digitally® at snadisplays.com.
About Consumer Experience Group
Consumer Experience Group is focused on enhancing the consumer experience by providing clients with the know-how to determine how and what technology to integrate into malls, retailers, commercial properties, hotels, theme parks and much more. CEG is a consultant and owner-representative for PHR LA Mart on The Reef project. Learn more about Consumer Experience Group at consumerexperiencegroup.com.
About New Tradition
Founded in 2010, New Tradition is one of the fastest-growing Out-Of-Home media companies in the United States as well as one of the largest independent operators of large format digital and static signage. With a focus on urban core environments, New Tradition provides advertising platforms for national brands and advertising agencies throughout the country. This includes signage in New York, Los Angeles, Boston, Nashville, Miami, San Antonio, San Francisco, Seattle, Portland, Las Vegas, Baltimore, Washington DC, Atlanta and Chicago. Visit New Tradition at newtradition.com.
YESCO is based in Salt Lake City and provides design, fabrication, installation and maintenance services for sign customers throughout the U.S. The largest custom sign manufacturer in the world, YESCO has been in business for more than 95 years. For more information, visit yesco.com.