SEEN & NOTED: NEW YORK, NY — The lights of Times Square have been extend a little further west this month with the launch of a new 6,000 square-foot LED digital billboard at New York's Port Authority Bus Terminal. The new billboard is ideally positioned at the corner of 42nd Street and 8th Avenue, one of New York's most heavily trafficked areas reaching over 1 million passersby each day. Content is split across two screens facing north and east, providing high visibility for advertisers. Initial advertisers include FOX 5 Television, Fidelity Investments, Tropicana and a PSA for the Cystic Fibrosis Foundation.
A2aMEDIA, a provider of LED Mediamesh displays, developed the billboard. Mediamesh is a new display technology that uses a patented stainless-steel architectural woven mesh that's imbedded with LEDs to deliver high-resolution motion graphics. The screen is ultra sharp and bright, even in full sunlight. Mediamesh technology was developed and manufactured by GKD (Duren, Germany) and ag4 (Cologne, Germany). The technology uses 80 percent less power than conventional LED displays and the woven metal curtain preserves the external view of the terminal’s architectural elements. The Port Authority Bus Terminal is currently undergoing renovations, when the work is complete an additional 25,000 square feet of architectural lighting will be color-coordinated with the billboard's visual messaging.
A2aMEDIA has teamed up with Aerva, Inc. of Cambridge, MA to manage and control advertising and content on the billboard. Aerva’s platform—AerWave, provides the technology that drives the on screen content which includes advertising and content scheduling, screen layout, remote media control, as well as activity reporting. The AerWave platform also has the ability to extend interactivity to mobile devices; advertisers will have the ability to incorporate interactivity and social media into their campaigns.
“Aerva’s technology is a great fit for A2aMEDIA’s high-profile display on the New York Port Authority Bus Terminal," said Kevin Beaulieu, CTO of A2aMEDIA. "Our demanding specifications and need for a diverse feature set in scheduling and display management, as well as alerts and reporting were met by Aerva technology. In addition, Aerva’s interactive platform spans web, mobile and social media. It will be of great interest to our advertisers who want to execute multi-channel campaigns.”
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