Google rented the world's largest billboard

In an era when digital screens large and small proliferate but attention is increasingly scarce, some marketers are making a huge bet that one of the biggest displays in the world will captivate audiences.

Their gamble: the largest and most expensive digital billboard in Times Square, which will light up on Tuesday night.

Photo: nytimes.com, Richard Perry

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 — the center of the Times Square “bow tie.” 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. (MTI)