DOOH Advertising
Pearl Media, an out-of-home network specializing in curated premium assets, has launched the first-ever private eye-level OOH digital ad network in the bustling midtown section of New York City.
Photo: Pearl Media
July 11, 2025 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com
Midtown Manhattan is a tough place to grab someone’s attention in passive fashion.
It’s home to the iconic Times Square — known globally for its New Year’s Eve ball drop, bustling neighborhood of restaurants, stores and entertainment attractions. Its streets are also home to massive digital screens rising well above buildings.
There are constant crowds strolling the sidewalks, tons of noisy vehicles creeping along on its avenues and a battlefield of advertisements — billboards, posters, flags and digital signage — all competing for attention.
So Pearl Media, an out-of-home network specializing in curated premium assets, decided to go low and has launched the first-ever private eye-level OOH digital ad network in the bustling New York City area.
The company identified midtown’s 41st to 56th Streets, between 6th and 8th Avenues, as prime spaces for advertisers.
The locations are purposely placed just off the major avenues (Broadway, 6th, 7th, 8th avenues) to avoid the Times Square clutter.
Two years in development, The Midtown Digital Network boasts 40 large-format digital LEDs in 20 locations.
Each location features an 8-foot x 12-foot double-sided LED that sits approximately 10 feet off the ground. There are also 96 square feet, 12-foot by 8-foot screens. All screens will be on 24/7, 365 days/year, with 100% full motion and are expected to reach 422 million-plus impressions every four weeks.
The attraction for brands
The OOH network location quickly caught the attention of OOH Impact.
OOH Impact provides media planning and buying, as well as production services including OOH production. Its client list includes the Brooklyn Museum, New York Ballet, theater productions including the Lion King as well as St. John’s University.
«We are always on the lookout for impactful signage in the Midtown/Times Square area because of the diverse, concentrated mix of commuters and tourists,» Mary Marengo, EVP, managing director at OOH Impact, said in an email interview. «It’s Broadway’s ‘backyard’ and the heart of NYC, so it just makes sense to choose mediums that are bold for a lasting impression in a competitive market.»
OOH Impact is among a roster of advertisers tapping the midtown network. The list includes streaming services, technology companies, CPG brands, entertainment, fashion and other brands.
For OOH Impact, its clients’ goals are all about boosting brand recognition and increasing event ticket sales.
«It’s a reminder to people that they are in one of the best cities in the world with first-class entertainment within walking distance,» said Marengo.
Why the move to private eye-level
The strategy to launch the first private eye level OOH ad network was to offer a scalable solution and one that would not involve municipal contract requirements, according to Josh Cohen, Pearl Media CEO.
«As OOH continues to evolve and transition to more digital, we wanted to deliver a large-format digital network that was not subject to government contracts and would give us the ability to control our own destiny,» Cohen said in an email interview.
Each screen was built to conform to traditional sizing so the network can be easily bought through programmatic channels.
«We wanted to provide a solution to digital OOH advertisers that would provide scale in impressions (422 million and growing), allow advertisers creative flexibility, and be available 365/24/7,» said Cohen.
The eye level aspect was super important, added Cohen, as Pearl Media wanted the network to be «big, bold and impossible to miss by consumers» amidst the cluttered midtown environment.
«Our goal was to be able to deliver a network that has tremendous reach as well as scale. All locations were strategically picked to be able to deliver all of midtown with a single buy. We avoid the Times Square clutter and deliver a true New York audience.»
About Judy Mottl
Judy Mottl is editor of Retail Customer Experience and Digital Signage Today. She has decades of experience as a reporter, writer and editor covering technology and business for top media including AOL, InformationWeek, InternetNews and Food Truck Operator.
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