New York City has a well-deserved reputation for having the biggest, bestest, fanciest, and most expensive version of everything, and this includes billboards. So it comes as no surprise that the owner of One Times Square is raking in over $20 million a year from renting digital billboard space. The Wall Street Journal dug up some public financial statements from the owners of One Times Square, who filed the documents as part of a refinancing deal, and discovered that the digital billboard rented by Dunkin' Donuts (displaying products, user-generated content from social media, and so on) costs the pastry titan …
With a large amount of foot traffic from well-heeled consumers in a captive environment, airports are a natural choice for digital out-of-home video, and the marketplace has been heating up over the last year.
In a big reversal for Clear Channel Outdoor and CBS Outdoor, earlier this week an appellate court ruled that permits for 100 digital billboards around Los Angeles are void, because the L.A. City Council had no right to issue them under the city's own laws. This means that, barring some outside intervention by a higher court at the state or federal level, Clear Channel and CBS will have to dismantle the digital billboards.
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