New Tradition
New Tradition is a Blackstone-backed outdoor advertising firm operating premium static and digital billboards, experiential activations, and One Times Square signage across 15 major US markets, serving Fortune 500 brands via direct enterprise sales.
- Company typePrivate
- Founded2010
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What New Tradition does
New Tradition is a privately held out-of-home (OOH) advertising company founded in March 2010 and majority-owned by Blackstone since 2023, operating as New Tradition Holdings, LLC and doing business as New Tradition Media. The company develops, markets, and sells premium outdoor advertising assets across 15 major US markets — including New York, Los Angeles, Chicago, San Francisco, Atlanta, Washington DC, Boston, Seattle, Miami, Portland, Nashville, Las Vegas, Detroit, Baltimore, and San Antonio — with offices in New York (Union Square) and Los Angeles (Venice/Santa Monica). Its inventory spans static billboards (bulletins, spectaculars, posters, wall wraps), high-resolution LED digital billboards (including the Reef, the largest digital billboard in the US at 40,000 square feet), experiential marketing at landmark venues (Union Station DC, Bayside Marketplace Miami, Ovation Hollywood), and the iconic One Times Square signage tied to the New Year's Eve Ball Drop, reaching 350,000 daily pedestrians and 1 billion+ global TV viewers annually.
The company's product portfolio is organized across three core formats (Static, Digital, Experiential) plus a specialty NYE product and a Real Estate Partnership program for property owners. New Tradition generates revenue through advertising rental and event sponsorships, sold via direct enterprise field sales to Fortune 500, S&P 500, and Fortune 1000 brands and their advertising agencies on multi-year contracts at quote-based, location-and-format-dependent pricing. Customer segments are diversified across Entertainment & Media, Technology, Automotive, Retail & Fashion as primary verticals, with Financial Services, Food & Beverage, and Real Estate as secondary segments; named enterprise customers include Apple, Google, Microsoft, Samsung, Disney, Netflix, Spotify, Coca-Cola, Kia, Mercedes, Porsche, Toyota, Louis Vuitton, Gucci, Nike, Chanel, Capital One, Chase, Target, Amazon, and others.
The business model combines organic inventory development with an aggressive acquisition roll-up strategy: between 2021 and 2024 New Tradition acquired RSA Media, Becker Boards (LA inventory), Victor Signs (Chicago), Project Outdoor (Chicago), Pearl Media (LA/NY), Regency Outdoor, Total Outdoor (SF), OnSite Advertising (Portland), and took over Logan Communications (Boston sales), while adding the NTX experiential division in 2025. Distribution is exclusively direct-to-brand/agency with no resellers or marketplaces, and the company leverages its association with culturally iconic assets (Times Square NYE, Sunset Strip, the Reef) plus Blackstone capital as primary competitive differentiators.
New Tradition firmographics
Firmographics- Name
- New Tradition
- Legal name
- New Tradition Holdings, LLC
- Website
- https://newtradition.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- New Tradition is a Blackstone-backed outdoor advertising firm operating premium static and digital billboards, experiential activations, and One Times Square signage across 15 major US markets, serving Fortune 500 brands via direct enterprise sales.
- Ownership category
- akta.pro rank
New Tradition industry classification
Industry- Product category
- Outdoor Advertising
- NAICS
- Indoor and Outdoor Display Advertising (54185), Indoor and Outdoor Display Advertising (541850)
- SIC
- Services-Advertising (7310), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Large-Format / Spectacular OOH (Building Wraps, Digital Spectaculars) (MPAAAKAF)
- akta.pro secondary industries
- Static Billboards & Posters (Roadside, Wallscapes) (BPAFALAA), Transit & Transport OOH Advertising (Bus, Rail, Airport) (MPAAAKAC), OOH Media Planning, Buying & Inventory Aggregation (BPAFALAJ)
Keywords
Where New Tradition is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
New Tradition business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Billboard Display Rentals: Rental of static and digital billboard advertising space across 15 US markets. Offers permanent 24/7 ownership of specific locations as well as rotating digital placements. Revenue generated from campaign contracts with national brands and agencies.
- Experiential/Brand Activations: Interactive brand experiences at premium landmark locations including Union Station (DC), Bayside Marketplace (Miami), Ovation Hollywood (LA). Includes QR codes, gamification, and social media integration capabilities.
- Property Partnership/Lease Management: Manages billboard real estate for property owners, handling permit acquisition, approvals, maintenance, and strategic positioning. Generates revenue through lease agreements and site management services.
- Event Sponsorships: Premium sponsorship opportunities at major events including Times Square New Year's Eve Ball Drop. Includes countdown sponsorships, broadcast integration, and global media exposure through televised events.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Enterprise advertising packages - customized based on market, format, and duration |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels5 records
New Tradition product offering
Product offeringCore offering
New Tradition develops, markets, and sells premium out-of-home (OOH) advertising inventory, including large-format static billboards, high-resolution LED digital billboards, and experiential brand activations at landmark locations across 15 major US markets. The company sells advertising space directly to enterprise brands and advertising agencies, with marquee assets such as One Times Square, The Reef in Los Angeles, and Union Station in Washington DC.
Product overview
New Tradition is an outdoor advertising company operating a portfolio of out-of-home (OOH) advertising products across three core formats: Static Billboards (large-format static displays, spectaculars, bulletins, wall wraps, and custom installations), Digital Billboards (high-resolution LED displays with full-motion video, dayparting, and real-time creative updates), and Experiential Marketing (interactive brand activations with QR codes, gamification, and social integration at landmark locations). The company operates market-specific billboard networks across 15 major US cities and offers specialty New Year's Eve advertising at One Times Square. Real estate partnerships round out the offering, enabling property owners to host billboards for passive income.
Differentiator
Problem solved
Functional benefit
Products and services
- Static Billboards Large-format static billboard displays including spectaculars, bulletins, posters, and wall wraps positioned in high-traffic urban locations across major US markets. These analog displays offer 24/7 visibility without requiring power and are placed in premium locations such as Times Square, the Sunset Strip, and major highways.
- Digital Billboards High-resolution LED digital billboard displays with full-motion video capabilities, real-time creative updates, dayparting, and dynamic messaging that can change based on time of day, weather, or breaking news. Available for programmatic buying and deployed across high-traffic US markets.
- Experiential Marketing Interactive brand activations at premium landmark locations including Union Station in DC, Bayside Marketplace in Miami, and Ovation Hollywood in LA, featuring QR codes, gamification, and social media integration capabilities.
- Real Estate Partnerships Property partnership program enabling landlords and property owners to generate passive income through billboard hosting. Includes permit acquisition, approvals, site maintenance, and strategic placement optimization services.
- Times Square New Year's Eve Advertising Premium digital advertising inventory at One Times Square during the iconic New Year's Eve Ball Drop celebration, including countdown sponsorships and broadcast integration reaching over 1 billion global TV viewers and 1 million in-person attendees.
- Market-Specific Billboard Networks Out-of-home advertising networks in 15 major US markets including New York, Los Angeles, Chicago, San Francisco, Atlanta, Washington DC, Boston, Seattle, Miami, Portland, Nashville, Las Vegas, Detroit, Baltimore, and San Antonio.
Quantifiable outcome
- Up to 300% increase in campaign reach
- +4 more outcomes
Companies that use New Tradition
Customer profileNamed customers28 records
Segments7 records
Ideal customer profiles2 records
New Tradition technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
New Tradition partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered major, flagship and minor.
- SamsungmajorSamsung partnered with New Tradition Media and the Consumer Experience Group to bring dynamic display technology to historic Union Station in Washington DC, showcasing innovative technology integration at landmark venues.
- Consumer Experience GroupmajorCollaborated with New Tradition and Samsung to deploy dynamic display technology at historic Union Station, combining experiential marketing expertise with digital display innovation.
- CarusomajorNew Tradition expanded premium footprint in Los Angeles through partnership with Caruso, a major real estate developer, to secure prime billboard locations in LA markets.
- DJM and Gaw Capital PartnersmajorNew Tradition signed a long-term master lease agreement for advertising at Ovation Hollywood with DJM and Gaw Capital Partners, securing iconic digital signage at this premium entertainment destination.
- The ReefmajorPartnership with The Reef property to launch the largest digital advertising screen in Los Angeles (40,000 sq ft), establishing a landmark digital billboard property.
- Kia Motors AmericaflagshipKia is the Official New Year's Eve 2026 Countdown Sponsor, leveraging Times Square Ball Drop visibility for major brand presence during the world's most-watched New Year's celebration (1B+ viewers).
- SpotifymajorSpotify has been a recurring New Year's Eve Times Square sponsor and has conducted experiential brand activations, leveraging premium billboard locations for music streaming brand visibility.
- Coca-ColamajorCoca-Cola is a New Year's Eve Times Square sponsor, aligning the iconic beverage brand with one of the world's most recognized New Year's celebrations.
- Capital OnemajorCapital One is the 2026 New Year's Eve sponsor, using Times Square visibility to reach millions of consumers during a high-profile global event.
- DisneymajorDisney is a 2025 New Year's Eve sponsor, aligning the entertainment giant with the Times Square celebration and reaching entertainment-seeking audiences.
- Becker BoardsminorNew Tradition acquired high-profile Los Angeles billboard inventory from Becker Boards, expanding their LA footprint with premium static locations.
- Victor SignsminorAcquired high-profile billboard assets from Victor Signs in Chicago, expanding New Tradition's presence in the Chicago market.
- RSA MediaminorNew Tradition acquired RSA Media, expanding their outdoor advertising portfolio and market reach.
Scale indicators16 records
Recent moves6 records
Expansion highlights5 records
New Tradition competitors and assessment
Company assessmentEmerging players
- Talon Outdoor: Independent OOH media agency that plans and buys outdoor advertising on behalf of brands and agencies. Comparable to New Tradition as a competitor for OOH media-buying budgets, though it operates in the agency channel rather than owning media assets.
Direct peers
- Outfront Media: Major US-based OOH media company with billboard, transit, and digital inventory across top DMAs. Direct competitor to New Tradition for national brand advertising budgets with overlapping static and digital billboard portfolios and similar Fortune 500 customer mix.
- Clear Channel Outdoor Holdings: One of the largest outdoor advertising companies in the US and globally, operating static and digital billboards across major US markets. Closely comparable to New Tradition in product offering (static + digital OOH), customer base (national brands and agencies), and large-format spectacular inventory.
- Lamar Advertising: The largest outdoor advertising operator in the United States by number of displays, with a national footprint of static and digital billboards. Highly comparable to New Tradition in core product format and US geographic coverage, though more highway-bulletin focused.
- Pacific Outdoor Advertising: West Coast-focused outdoor advertising company with significant static and digital inventory in California markets. Comparable to New Tradition in format mix and US regional coverage, particularly in California where both compete.
- Adams Outdoor Advertising: Regional outdoor advertising operator with static and digital bulletin inventory across multiple US markets. Comparable to New Tradition as a multi-market OOH operator serving national advertisers, though more regionally concentrated.
- EMC Outdoor: Independent US outdoor advertising company operating static and digital billboards across multiple markets. Comparable to New Tradition in mid-sized premium OOH positioning and Fortune 500 client base.
- Branded Cities: Premium OOH media owner operating iconic large-format digital spectaculars including significant Times Square real estate. Most direct competitor to New Tradition in the premium spectacular and cultural-landmark segment of US OOH.
Broad incumbents
- JCDecaux: Global outdoor advertising leader with street furniture, transit, and billboard formats across 80+ countries. Comparable to New Tradition in large-format and transit OOH capabilities but operates at much broader geographic and product scope.
- Ströer: Major German-based outdoor advertising operator with digital and static OOH across European markets. Comparable to New Tradition in product mix (digital + static + transit) and large-format capabilities but primarily serves European geographies.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
New Tradition social profiles
Digital presenceNew Tradition financial estimates
Financial estimateRevenue estimate
Valuation estimate
New Tradition leadership team
Management profileNumber of profiles
Profiles1 record
New Tradition funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
New Tradition M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about New Tradition
What does New Tradition do?
New Tradition develops, markets, and sells premium out-of-home (OOH) advertising inventory, including large-format static billboards, high-resolution LED digital billboards, and experiential brand activations at landmark locations across 15 major US markets. The company sells advertising space directly to enterprise brands and advertising agencies, with marquee assets such as One Times Square, The Reef in Los Angeles, and Union Station in Washington DC.
Is New Tradition a public or private company?
New Tradition is a private company. It is classified as private equity controlled and is currently operating.
When was New Tradition founded?
New Tradition was founded in 2010. It employs 11 to 50 people.
Where is New Tradition based?
New Tradition is headquartered in New York, United States, in the North America region.
How does New Tradition make money?
Four revenue lines are on record. Billboard Display Rentals are the primary driver. The others are experiential/Brand Activations, property Partnership/Lease Management and event Sponsorships.
Who are New Tradition's main competitors?
Talon Outdoor is listed as an emerging player. Direct peers are Outfront Media, Clear Channel Outdoor Holdings, Lamar Advertising, Pacific Outdoor Advertising, Adams Outdoor Advertising, EMC Outdoor and Branded Cities. Broad incumbents are JCDecaux and Ströer.
Does New Tradition have an API?
No public API is recorded for New Tradition.
What industry is New Tradition in?
New Tradition's product category is Outdoor Advertising. Its primary akta.pro industry code is MPAAAKAF, Large-Format / Spectacular OOH (Building Wraps, Digital Spectaculars), with a secondary code of BPAFALAA, Static Billboards & Posters (Roadside, Wallscapes). Its NAICS code is 54185 and its SIC code is 7310.