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Giant, eight-story digital billboard goes live in Times Square

The new screen was fully illuminated for the first time Tuesday.

By Danielle Haynes
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Giant, eight-story digital billboard goes live in Times Square
People look up at a giant new billboard that hangs below the Marriott Marquis when it is illuminated for the first time in Times Square in New York City on November 18, 2014. The new screen stands eight stories tall and is nearly as long as a football field, spanning the entire block from 45th Street to 46th Street on Broadway. Nearly 24 million LED pixels, each containing tiny red, blue and green lights, make up the display, giving it higher resolution than even the best of today's top-of-the-line television sets. UPI/John Angelillo | License Photo

NEW YORK, Nov. 18 (UPI) -- Just in case you thought advertisements in Times Square just weren't big enough, Google is upping the game with the debut of a eight-story-tall, 24-million-pixel-strong digital billboard.

The new screen was fully illuminated for the first time Tuesday.

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It's almost as long as a football field and takes up about half an acre of space. It stretches the entire block from 45th Street to 46th Street on Broadway.

"Size matters in Times Square," Harry Coghlan, president of Clear Channel Outdoor New York, which is selling the ad space, told The New York Times. "Sometimes it just comes down to wanting to stand out, and it comes down to ego."

It'll cost advertisers $2.5 million for four weeks of display time.

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