DOOH Advertising
How a cold call email sparked a multi-format digital billboard in Times Square
Discover how Heritage Outdoor Media and ANC flipped out outdated signage on two neighboring buildings and created a commanding advertising platform in New York City.
October 8, 2025 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com
Not too long ago there was outdated static signage displayed on two neighboring buildings, at the corner of 1640 Broadway and 740 7th Avenue, in Manhattan's Times Square in New York City.
Now there is a commanding advertising platform — called The Pentacular — boasting a multi-format digital billboard. The 5,900-square-foot digital canvas blends five huge displays, a digital LED cube and four top-tier static panels.
And it all came about due to a 'cold' email pitch.
An email strategy of playful persistence
The digital signage project began with a cold email, in July 2022, from Anthony Mastanduno, director of real estate and business development at Heritage Outdoor Media, to Farmore Realty, the buildings' landlord.
The message proposed a "scintillating sensibility" for the static signs.
Heritage specializes in the development, acquisition and management of premium signage.
"49th and 7th opens onto the great vista of Times Square, and we saw hidden value in a static face that deserved to be re-imagined," Mastanduno said regarding the cold pitch to Farmore Realty in an email interview.
His "playful persistence," as he described his communications, eventually convinced the landlord that a "digital spectacular" would transform the corner into a true gateway to Times Square.
"There's something to be said for just sending out emails in the hopes of someone actually reading your pitch," Liliana Feinberg, co-president of Farmore Realty, said in an email interview.
"Something felt right about their email and Arthur Morowitz, owner and president of Farmore Realty invited them to our offices so they could meet. After so many years of having the static signs, he was entertaining the idea of going digital," Olianna Zelles, co-president of Farmore Realty, said in an email interview.
Morowitz passed away in the fall of 2023. Feinberg and Zelles took the reins and decided to continue the relationship built on Mastanduno's initial email pitch.
The project broke ground in November 2024, and after a six-month journey of design, reinforcement and installation, the sign lit up in August of this year.
"Here we are over a year, and several donut meetings later, and 49th Street between Broadway & 7th Ave has a great brand new fresh look," said Feinberg, adding the collaboration with Heritage has been a "complete pleasure."
"They are great, very fair and fun guys to deal with, but most of all, they know their stuff and it's a great feeling to be able to trust their management of such an overwhelming project. And they've done a great job," said Zelles.
The challenges in play
Once Farmore Realty was on board, Heritage tapped ANC as its partner for development.
ANC offers a diversified suite of services, from audiovisual technologies, technical integration expertise, software, strategic multimedia marketing and advertising platforms as well as operational execution and support.
"Our partnership with ANC came through the ambassador-like guidance of Alex Gomez [EVP at ANC]," said Mastanduno. "He connected us, and together we secured not only an outstanding product but an exceptional price point. With their craftsmanship and digital expertise, ANC was the obvious choice to bring this spectacular to life."
The project wasn't just a matter of updating signage. The goal was turning a fading façade into a full-motion storytelling platform.
That fading façade, however, was really fading and needed work before anything went up. The first step was giving the buildings much needed structural modernization.
"The façade was crumbling. Rather than simply install a sign, Heritage cured and restored the structure, putting the building before the billboard. That choice delayed our original March completion date but ensured long-term stability and value," said Mastanduno.
The billboard, he noted, became a 'dedication' to Morowitz.
"It's a testament to his belief in the value of this corner and the possibilities of digital signage," he said.
Design specs, brewery sponsor
ANC served as the technology provider of all the LED hardware and equipment for the project.
Powered by ANC's LiveSync platform, The Pentacular provides real-time content scheduling, audit-ready reporting and round-the-clock illumination.
"ANC's LiveSync software has been serving as the front-end system on behalf of Heritage Outdoor," Gomez said in an email interview.
"We also provided consultative and creative services to assist Heritage in marketing and promoting the project to prospective advertisers. Most critically, ANC devised a prefabricated solution to cost-efficiently install the displays in days not weeks," he added.
The Pentacular features a massive 101.71-foot x 35-foot digital display (3720 x 1280 resolution, 8mm),paired with multiple static panels. On the 740 7th Avenue side there is a 52.49-foot x 27.34-foot digital screen (1920 x 1000 resolution, 8mm), also combined with static signage.
The five-panel installation delivers 100% share of voice and more than 3.6 million weekly impressions.
Guinness signed on as the exclusive launch advertiser, with additional campaigns booked across both digital and traditional formats into 2026.
Partners building a history
Heritage chose ANC based upon ANC's proven experience in the sports, commercial and OOH markets, according to Gomez.
"The Pentacular is a follow up to the successful partnership between ANC and Heritage at the Javits Center among other projects," said Gomez. "We have a unique client-focused approach in identifying cost efficient ways to decrease the cost of installation. For example, the prefabricated displays we designed dramatically accelerated the installation."
Gomez offered up a top tip for enterprises embarking on a digital billboard display effort.
Don't think about the short term, he warned.
"The LED industry has become commoditized. Choose a partner that has a proven ability to provide long-term value and treats the project and the client's investment interests as its own."
About Judy Mottl
Related Media
Featured Vendor
IBASE supplies a comprehensive range of digital signage media player products designed for single and multiple large displays that are ideal for a variety of applications and venues such as restaurants, retail stores, banks, airports and shopping malls to convey dynamic information and targeted promotions.
Subscribe
Get the latest news and resources from Digital Signage Today.
Recent Posts
