Tuesday night, New York City switched on its newest attraction, a mammoth digital billboard spanning nearly the length of a football field.
The screen, the largest in North America, stands eight stories high and features 24 million LED pixels that endow it with a resolution which bests even top of the line high-definition television sets.
Google will christen the billboard with its first advertising campaign, set to begin on Nov. 24. The company would not release any details about the ad, or how much it spent. The going rate, according to reports, is $2.5 million for a month of ad space.
In the meantime, the billboard will feature an original narrative film "exploring the concept of transformation," by the UK design studio Universal Everything.
The display is located on Broadway and takes up a full block between 45th and 46th streets.