New Tradition

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.

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

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

• Outdoor advertising
• Billboard advertising
• Digital out-of-home
• Experiential marketing
• Out-of-home media

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. 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.
2. 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.
3. 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.
4. 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

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core 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

Named customers28 records

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

13 partnerships are on record, tiered major, flagship and minor.

• SamsungmajorStrategic or Co-development PartnerSamsung 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 GroupmajorStrategic or Co-development PartnerCollaborated with New Tradition and Samsung to deploy dynamic display technology at historic Union Station, combining experiential marketing expertise with digital display innovation.
• CarusomajorStrategic or Co-development PartnerNew 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 PartnersmajorStrategic or Co-development PartnerNew 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 ReefmajorStrategic or Co-development PartnerPartnership 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 AmericaflagshipGTM or Marketing PartnerKia 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).
• SpotifymajorGTM or Marketing PartnerSpotify 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-ColamajorGTM or Marketing PartnerCoca-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 OnemajorGTM or Marketing PartnerCapital One is the 2026 New Year's Eve sponsor, using Times Square visibility to reach millions of consumers during a high-profile global event.
• DisneymajorGTM or Marketing PartnerDisney is a 2025 New Year's Eve sponsor, aligning the entertainment giant with the Times Square celebration and reaching entertainment-seeking audiences.
• Becker BoardsminorChannel Partner/ Reseller/ DistributorNew Tradition acquired high-profile Los Angeles billboard inventory from Becker Boards, expanding their LA footprint with premium static locations.
• Victor SignsminorChannel Partner/ Reseller/ DistributorAcquired high-profile billboard assets from Victor Signs in Chicago, expanding New Tradition's presence in the Chicago market.
• RSA MediaminorChannel Partner/ Reseller/ DistributorNew Tradition acquired RSA Media, expanding their outdoor advertising portfolio and market reach.

Scale indicators16 records

Recent moves6 records

Expansion highlights5 records

Emerging 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

• Instagraminstagram.com/newtraditionmedia
• Facebookfacebook.com/Newtraditionmedia

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New Tradition