New Tradition Media & The Reef launch digital advertising screen in Los Angeles

Totalling more than 40,000 square feet, the new display canvas amounts to almost a full acre of high-resolution LED signage

e4m by exchange4media Staff
Updated: May 22, 2020 2:00 AM
New traditions

New Tradition Media and The Reef have partnered to launch a new digital advertising screen in Los Angeles. New Tradition, an out-of-home media frontrunner when it comes to anything but traditional signage, is the media vendor selling the advertising space featured on the new display mounted at the top of The Reef’s façade in Downtown LA. Footage of the new display along with additional information can be seen in the following video. 

New Tradition’s CEO Evan Richheimer stated that “Los Angeles has been a long-time market of ours and we’re so thankful to be able to launch this display in the LA out-of-home marketplace.” Los Angeles is one of the largest markets in New Tradition’s growing portfolio of inventory. The launch of The Reef’s signage is the epitome of New Tradition’s impact and is just a glimpse of what’s to come. 

Having been such an impactful business in the OOH industry for the past 10 years, New Tradition proudly launched The Reef with a variety of advertising partners including Pandora Music, Facebook, Verizon and Klarna. Additionally, with community in mind, the media vendor has partnered with a number of businesses to promote awareness and positive messaging during the COVID-19 pandemic. Some of these PSA’s include City of Hope, American Red Cross, Dignity Health, One Medical and others.  

“We’re so happy to have been able to add The Reef to our portfolio of inventory and work with such notable partners and advertisers,” added Richheimer." 

New Tradition partnered with Consumer Experience Group (CEG), a Los Angeles-based consultancy for experiential display projects. CEG has represented the owner of The Reef from the beginning of the project, then oversaw the display technology specifications and procurement process, the detailed media partner selection process and project management. 

“We’re extremely excited to be able to share this new signage with the City of LA,” said Jeremy Kolieb, Principal, CEG. Totalling more than 40,000 square feet, the new display canvas amounts to almost a full acre of high-resolution LED signage, all manufactured by SNA Displays.

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