Another glorious year for out-of-home is wrapping up, and with it comes a yearly event that never fails to captivate viewers and mark the holiday season: New York’s Times Square DOOH extravaganza!

That’s not the official name (nor really an official thing), but each year as the holidays approach, Times Square lights up with beautiful digital out-of-home (DOOH) displays that become instant sensations with never-before-seen creative innovation.

Advertisers can harness this holiday sensation to amass views, go viral on social media, and spread immense awareness nationwide and internationally. Let’s explore why holiday DOOH is so successful in Times Square and how to use it to its fullest potential.

The “It” Factor

What makes Times Square so special for advertising, especially during the holidays? In a nutshell, it’s a hub of tourism, an intersection of culture, and an iconic area synonymous with dreams, potential, and success.

With countless OOH formats, its iconic displays can generate $60,000,000 annually and are viewed by hundreds of thousands of pedestrians daily. The holiday season alone calls in over 750K visitors yearly to see the Rockefeller Center Christmas Tree, just five minutes from Times Square.

Harness the Holiday Star Power

Major brands have proven time and again the benefits of advertising in Times Square during the holidays. Outside of OOH, Saks and Dior partnered on a stunning holiday window display, Dior’s Carousel of Dreams at Saks, which merged with the culture and iconography of New York City for the entire season.

A stunning, out-of-the-box DOOH display can do the same. 3D digital displays like Bloomingdale’s command attention and become seasonal landmarks, and Times Square’s 3D billboards have intense power to garner views.