Marketers who want to corner the market on outdoor advertising in Times Square will soon have the opportunity to do just that. In a new deal between Reuters and Nasdaq, advertisers can now buy a
package deal that will give them two of the most highly visible and valuable outdoor ad sites in the world--the Reuters sign and the Nasdaq Tower that face each other at the south end of Times Square.
Reuters and Nasdaq made the deal late last week, just as advertisers are beginning to roll out more outdoor advertising to take advantage of warmer weather and higher foot traffic. It offers a variety
of options for marketers. For example, advertisers could run the same ad on both signs, or even half of the ad on one building and the other half on the other building. Or the two signs could work in
tandem. "It just made a lot of sense to put the two together," said Bruce E. Aust, the executive vice president of the corporate client group for Nasdaq. "You're getting two of the most dynamic towers
in Times Square." The companies dubbed the deal "Times Square, Squared." "We're neighbors, we look at each other's buildings all day every day, we got to talking and realized the power of the two
together was probably more powerful than the power of them separately," said Walker Jacobs, a vice president and the head of media sales for Reuters, calling the deal a "one-stop shop where buyers can
pick up the phone and roadblock Times Square."
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