The Reef Launches A Monstrous Digital Billboard Display in LA

Towering over the city of LA, The Reef is a highly anticipated monstrous digital billboard broadcasts ads in three directions to capture maximum amount of impressions for its advertisers, and it finally launched last week. With access to 100% of all billboards nationwide, Billboard Connection was able to get an exclusive interview with Brian Alexander, a Senior Account Executive and Outdoor Media Specialist at Billboard Connection in Los Angeles, CA to discuss the Reef digital billboard.  

States have been seeing an average increase of 11% of people leaving their homes across America, according to the New York Times by Gabriel J.X. Dance and Lazaro Gamio. Therefore, with the increase of potential impressions, the OOH industry has been looking to make a huge splash. Therefore The Reef has had increasing amounts of anticipation surrounding it, and Brian adds on saying

 “NASA has been looking for a way to display messages that can be seen from other planets, and now they have it!”. But seriously, I think brands are always looking for a grand and spectacular way to make a splash in a major market like Los Angeles, especially with digital OOH, and this a new option for them.  The Reef is an instant OOH Landmark.”. – Brian Alexander, Outdoor Media Specialist

OOH media has progressed astronomically through the years to better present messages, and The Reef is no exception to the rule.

Mentioned before, for years OOH media has been trying to find ways to display messages clearly for people passing by, and the size of The Reef allows its ads to capture their attention. Brian continues to explain how The Reef is set apart from other billboards stating

“The Reef is clearly distinct from other OOH properties not only in LA but anywhere in the US given that it is now the absolute #1 highest-rated digital OOH unit in terms of (Geopath-rated) impressions anywhere in the U.S., AND it is also the largest digital OOH property in the US in terms of square feet.  So being the biggest AND the best (in terms of impressions) makes The Reef truly special.  It has 40,000 square feet of live ad space!  That’s the equivalent of sixty (60) 14×48 bulletin billboards, or 1,760 bus shelter displays.  As far as impressions, it delivers more than 175 million weekly adult impressions in total (or more than 17 million weekly impressions per each ad spot).  Those numbers are truly astounding.” – Brian Alexander, Outdoor Media Specialist

Size in the world of billboards…does matter. The Reef’s highlights clearly set it apart from surrounding billboards, but what does it have to offer? Well, Brian also describes these points in the interview as well saying,

“Apart from the 2 major aforementioned benefits?  The Reef allows brands to target Downtown Los Angeles (DTLA) in a big way, and with all the benefits that digital offers.  It will be seen by people in cars and people on the streets.  It is comprised of 3 massive screens in the sky, spanning across the top of the building, that face North, East, and West.  It is especially visible from the I-10 Santa Monica Freeway, and can also be seen (though at a greater distance) from I-110 Harbor Freeway.  Both are among the nation’s most heavily traveled highways.  The Reef is relatively close to some of the most desired DTLA destinations by advertisers, such as the STAPLES Center, LA Live and The LA Convention Center.” – Brian Alexander, Outdoor Media Specialist

The Reef has become much more than just a billboard, but a symbol for the OOH market. It’s become a symbol of progression, that we are always looking to best serve advertisers. A symbol of hope, hope that with the increasing number people leaving home that we can once again thrive and be together out of home.