Dive Brief:

• Starting Nov. 24, Google's new month-long outdoor ad will run an entire city block in New York's Times Square.
• The billboard, which is owned by Clear Channel Outdoor, is the length of a football field and has a higher resolution than the best TV sets on the market. 
• The price tag to run an ad on the digital billboard is $2.5 million—although there are rumors that Google negotiated a better deal. 

Dive Insight: 

There's no denying that putting an ad up on a screen that large will gather a lot of attention and eyeballs, not that Google needs it. Like most things, the novelty of the billboard's size will waver eventually—at least until someone builds an even bigger screen.