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Tiger Party to manage 12th New Year's ball drop in NYC

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December 31, 2021

For the past 11 years, the ball drop countdowns on New Year's Eve in New York City's Time Square have been the work of Tiger Party, an ad tech company, which has also powered DOOH campaigns in Times Square.

Since 2010, Tiger Party team has been managing the countdown clock and synchronizing 38 of Time Square's largest billboards, with accuracy of up to 1/60 of a second, according to a company press release.

The company also handles screen management, allowing producers of the New Year Ball Drop to switch from scheduled content to live-streaming.

Tiger Party has been executing campaigns on billboards throughout the globe, such as the ABC Supersign, One Times Square, NASDAQ Sign, Disney Spectacular, American Eagle, the Reuters and Marriott signs, and more.

Tiger Party's proprietary software Gotiger includes 4K lossless quality playback and enables interactivity for Times Square campaigns. The top sponsors of this year's event include Planet Fitness, Carnival Cruise Line, and Kia Corporation.

As the Omicron variant spreads globally, London, Paris, and Shibuya's New Year's Eve countdown events were canceled. In New York, the Times Square Ball Drop celebration is still planned to take place, although it will be "scaled back."