How Times Square’s 3D LED Billboards Are Changing The Ad Game


Times Square is a major commercial intersection, tourist destination, entertainment hub, and neighborhood in Midtown Manhattan, New York City, United States. The junction of Broadway, Seventh Avenue, and 42nd Street forms the square.

It is one of the most significant landmarks; everyone wants a photo-op. Moreover, it is iconic and has bright and vibrant city lights, famous stores, and shops. It is also where most of your Hollywood artists’ concerts take place.

Times Square is famous for its trendy billboard advertising, including 3D LED billboards. How did Times Square come to its popularity now? What are your favorite Times Square 3D LED billboard campaigns over the years? What should we expect with Times Square 3D LED advertising in the coming years? Let’s unfold the answers to these questions below.

A Brief History Of Times Square Advertising

Times Square 3D LED

Times Square, once known as Longacre Square, began as a major commercial intersection in the late 19th century. 1904, it was renamed Times Square after The New York Times moved its headquarters to the newly erected Times Building. By then, electric lights were already appearing, setting the stage for the iconic illuminated advertisements defining the area.

In the 1920s and 1930s, Times Square quickly became a hub for electric billboards and large illuminated signs. Brands saw the potential of this bustling area and raced to secure advertising space. The electric signals transformed the square into a dazzling display of lights, color, and motion. This era gave birth to some of the most iconic ads, like the smoking Camel cigarette sign, which became landmarks in their own right.

Post-World War II, Times Square solidified its reputation as the epicenter of advertising. Advertisers recognized the power of Times Square’s visibility and invested heavily in more eye-catching displays.

By the 1970s and 1980s, Times Square faced challenges. The area declined despite the city’s financial difficulties and rising crime rates. However, in the 1990s, it was able to recover.

The 21st century marked the digital transformation of Times Square advertising. Massive LED screens replaced older displays, offering crisper visuals and interactive features.

Today, Times Square stands as a testament to the evolution of advertising. Also, from humble electric lights to awe-inspiring digital displays, it remains a global icon of innovation in advertising. Apart from numerous massive billboard advertising in the area, huge luxury stores also opened, making businesses around the place even more substantial.

How Do These Times Square 3D LED Billboards Work?

Times Square 3D LED Billboards

Times Square is famous for its bustling energy, theater shows, and iconic 3D LED billboards. These massive, sophisticated billboards have evolved from simple light bulbs to complex 3D LED systems. They’re not just static displays but dynamic, interactive, and three-dimensional canvases.

LED Technology

At the core of the billboards are light-emitting diodes. LEDs are semiconductor devices that emit light when an electrical current flows through them.

Pixel Arrangement

Each LED acts as a pixel in the billboard display. Billboards contain millions of these pixels, closely packed together. Each pixel often comprises three LEDs: red, green, and blue (RGB). It can produce a wide range of colors by varying the intensity of these three primary colors.

3D Aspect

The three-dimensional effects on these billboards are achieved through a combination of the following:

  • Lenticular Displays. This involves using lenticular lenses, a technology that creates a 3D illusion by splitting an image into strips and directing each strip to one of our eyes. The split images are interlaced, and as viewers move or change their perspective, the lenses ensure that one eye sees one embodiment while the other sees a slightly different one, creating the illusion of depth.
  • Parallax Barrier. This is another method where precise slits are placed over the screen, ensuring that each eye receives a different set of pixels, creating a stereoscopic image without needing 3D glasses.
Content Creation

For these billboards to show 3D content, the content must be created with a 3D perspective. This often involves the use of advanced graphic design and animation tools. Video and images are rendered stereoscopic, ensuring a view for the left and right eyes.

Integration With Sensors And Interactivity

Modern 3D LED billboards in Times Square have sensors and cameras to detect audience movement and demographic information. This allows billboards to change content dynamically based on who is watching or to engage audiences in interactive advertisements.

Times Square’s 3D LED: What Is Its Impact On Brands?

3D LED Times Square

Times Square is an emblem of modernity, culture, and ceaseless change. It is widely regarded as the “Crossroads of the World” because of its bustling urban nexus and innovation in outdoor advertising. Among the most captivating advances in recent years are the 3D LED billboards that grace the skyline, offering an unprecedented medium for brands to communicate their messages.

Enhanced Visibility And Recognition

Times Square’s 3D LED billboards have changed the out-of-home advertising landscape. Due to their volumetric displays, they provide an almost tangible depth, making advertisements pop out, quite literally, against the urban backdrop. For brands, this means instant recognition. 3D Billboard Advertising ensures that brands are seen and remembered in an environment flooded with visual stimuli.

Increased Consumer Engagement

The immersive nature of 3D Billboard Times Square offers more than just a visual treat; it provides an experiential journey. Unlike traditional 2D advertisements, 3D Billboards in Times Square demand interaction. They draw viewers in, compelling them to stop, look, and engage. This heightened engagement creates a deeper emotional connection between the consumer and the brand.

Better Creativity

With 3D LED technology, advertisers have a broader canvas, enabling them to dream bigger and push the boundaries of what’s possible. It promotes dynamic creativity in campaigns, animations, taglines, and content.

Enhanced ROI

The 3D LED billboards of Times Square offer brands an edge. Also, it ensures that their advertisements are noticed and the talk of the town. This promotes increased word-of-mouth, amplifying the brand’s reach and potentially leading to a better return on investment.

Famous 3D LED Campaigns In Times Square

Look no more! Below is a compilation of the famous 3D LED campaigns in Times Square.

HBO House Of The Dragon


HBO’s “House Of The Dragon” launched one of the most iconic 3D billboard campaigns ever witnessed in Times Square. The campaign includes a massive 3D billboard measuring an impressive 60 feet in width and 30 feet in height. The design showcased a realistic three-dimensional dragon, which seemed to erupt from the billboard. On closer inspection, the dragon looks like it will leap across various buildings.

With its animation and effect, it quickly attracted bystanders and tourists. Also, with its massive size, it is evident from afar. Coupled with augmented reality features, viewers could interact using smartphones, triggering animations and exclusive content. This feature makes the billboard more exciting for the tech audience.

This campaign reinforced HBO’s reputation for high-quality, big-budget promotions, making “House Of The Dragon” a series to watch and an experience to remember.

Digital Godzilla

The gigantic digital Godzilla screen installation spanned an impressive 60 feet in height and 80 feet in width, ensuring it was visible from even the furthest reaches of the square.

It is crafted with high-definition imagery and state-of-the-art 3D Times Square Billboard technology. Also, it works with a surround sound system that works smoothly with the billboard’s dynamic light and animation.

Sensors are also integrated into the billboard to detect crowd movement and size, allowing the digital beast to “react” to its audience in real time. This gives a better experience, interest, and fascination with Godzilla, a famous fictional monster.

Google’s Pixel 4 Campaign

Google's Pixel 4 Campaign

Google’s Pixel 4 Campaign set new standards for outdoor advertising. The 3D structure, intricately designed, projected the Pixel 4 in its full glory, allowing viewers to perceive its depth and details from various angles.

It spans a massive 50 feet in height and 30 feet in width, making the billboard an arresting sight. The Pixel 4’s key features were highlighted with dynamic lighting, and its display showed different color options of the phone, offering a clear view of its design.

Besides its large size and 3D design, what set this campaign apart was its interactivity. The billboard used sensors to react to weather and lighting changes, demonstrating how the Pixel 4 can adapt to different environments.

Hyundai’s “Live Message” Display

Hyundai’s “Live Message” Display

The Hyundai “Live Message” Display was a notable digital campaign in Times Square. It featured a giant billboard over 60 feet wide and 30 feet tall. This 3D digital display was unique because it was more than just a static image or a repeating video.

The “Live Message” Display was unique because it let people interact with it. People walking by could send messages that would show up on the billboard right away. This mix of public involvement and advanced technology allowed people to become part of the ad, making them feel more connected to the Hyundai brand.

Also, what made this billboard different were the impressive 3D graphics that made each message look more vivid and attention-grabbing. The letters and emojis seemed to float, giving them a nearly lifelike appearance to viewers.

ABC Super Sign

ABC Super Sign

The ABC Super Sign 3D Billboard in Times Square is a fantastic modern advertising and design example. It’s tremendous, 150 feet long and 20 feet high, and stands out because of its impressive 3D features, making it a new outdoor billboard.

The ABC Super Sign differs from traditional flat billboards because it uses advanced technology to show 3D images that look like they’re jumping out at people walking by. It uses bright colors and moving pictures that are easy to see both in the daytime and at night. This ensures the sign always stands out in the busy area of Times Square.

The sign is built with high-quality LED screens and top-notch graphics technology to show clear, smooth images. It’s made of solid materials that can handle all kinds of weather, from sweltering summers to snowy winters in the city.

The ABC Super Sign is in Times Square, where more than 330,000 people walk by daily. This location gives advertisers a great chance to reach a lot of people. The sign has become famous and set a high outdoor advertising standard worldwide.

What’s Next For Times Square 3D Billboard Advertising?

Times Square

Times Square, known for entertainment and advertising in New York City, is getting ready to change how it looks visually. Also, with the quick improvements in display technology, the future of billboard advertising in this famous place is focused on using 3D LED technology.

Enhanced Immersive Experiences

In the future, Times Square will offer a more engaging visual experience with 3D LED billboards. These billboards will do more than show ads; they’ll create a multi-dimensional experience. They will turn people walking by into both viewers and active participants in the advertising stories.

Interactive Advertising

3D LED billboards will continue integrating sensors and AI to be interactive. This means people won’t just see an ad; they’ll be able to interact with it. For example, a billboard might react to how people move or gesture. Brands will use this to make their marketing campaigns more personal and practical.

Augmented Reality (AR) Integration

3D LED technology will work well with augmented reality. People can use AR glasses or smartphones for a better experience with these 3D displays. For example, you could point your phone at a 3D ad for a new shoe and see how it would look on your feet, or even try it on virtually.

Eco-Friendly And Sustainable Solutions

As people worldwide become more aware of the importance of protecting the environment, the new 3D LED billboards will use less energy. They might have solar panels, systems to store energy, and new materials that are better for the environment but still make the billboards look great.

Dynamic Content Changes

Using real-time data, advertisers can change their ads on the go based on different things. For instance, an ad could change its content according to the current weather, popular topics, or even how the crowd is feeling. This will let brands tailor their messages to be more timely and relevant.

Integration With Other Technologies

3D LED advertising in Times Square will soon include other technological advancements. This includes using 5G for smooth content delivery and adding sound to go with the visuals, creating a whole sensory experience for viewers.

Enhanced Safety And Maintenance Features

As 3D LED technology gets more complex, future billboards will have better safety and maintenance features. They’ll have tools to find and fix problems quickly, which means less time when they’re not working and more safety for people around them.


  1. How do 3D LED billboards differ from regular LED billboards? They project images with depth perception, creating a three-dimensional effect without needing 3D glasses. The 3D billboard Times Square cost varies depending on various aspects.
  2. Are 3D LED displays harmful to the eyes? No. You can view them safely without causing you eye strain or harm.
  3. Why are advertisers opting for 3D Advertising Billboard Times Square? They offer higher engagement memorability and allow brands to become innovative.
  4. How energy-efficient are these 3D billboards in New York? Modern 3D LED displays are more energy-efficient than traditional neon and LED displays.
  5. Can we expect 3D LED displays in other parts of the world soon? Absolutely! As technology becomes more accessible and affordable, many cities will adopt 3D LED advertising globally.


Times Square LED Screens

Times Square’s 3D LED billboards are leading the way in the new era of advertising. They’re changing how we think about ads by turning people who watch into those who are involved. These billboards mix real and digital worlds with amazing 3D effects that make brand stories more interesting. As these billboards become more common, it shows that advertising is not just about reaching more people but also about creating a more profound impact on them.

The rise of 3D LED billboards in Times Square shows how the advertising world is changing. It proves that combining creativity with new technology can set new standards in the industry. Advertisers, marketers, and brands should pay attention: the way ads work is evolving and happening in an imposing, three-dimensional form.

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