American Guerrilla Marketing
Nationwide Service
Media planning, media buying, billboard advertising, & guerrilla marketing
Case Study:
When ORO Labs went public on March 13, 2026, the company wanted to mark the occasion with a major presence in Times Square. An IPO is an important milestone for any business, and having the company’s name displayed on the NASDAQ LED billboard in New York City gave ORO Labs a highly visible way to celebrate the announcement. American Guerrilla Marketing coordinated a full-day NASDAQ Times Square billboard campaign, including an exclusive 15-minute screen roadblock at 8:30 AM to coincide with the morning trading window.
The campaign went beyond digital billboard advertising. AGM also organized a professional executive photography session featuring ORO Labs’ upper management and board members in front of the NASDAQ billboard. With the company’s branding displayed above Times Square, the leadership team gathered for photographs that captured the occasion. These images gave ORO Labs a lasting record of its IPO celebration, along with professional content that could be used for company announcements, public relations, investor communications, and future marketing.
By combining NASDAQ Times Square digital billboard advertising with executive photography, American Guerrilla Marketing helped ORO Labs celebrate its public market debut in one of the most recognizable locations in New York City. The full-day billboard placement, exclusive morning roadblock, and coordinated photography session brought the company’s leadership and branding together for an important moment in its history.
The ORO Labs Times Square billboard campaign took place on March 13, 2026, with a full day of advertising on the NASDAQ LED billboard operated by Branded Cities Network. Located in the heart of Times Square, the NASDAQ screen is one of New York City’s most recognizable digital out-of-home advertising locations, particularly for financial announcements, IPO celebrations, and major corporate milestones.
ORO Labs’ creative ran in 15-second spots throughout the day, beginning at 12:00 AM and continuing through 11:59 PM. The campaign provided 2.5 minutes of screen exposure per hour, keeping the company’s branding visible throughout the daily rotation. The main event was an exclusive 15-minute NASDAQ billboard roadblock from 8:30 AM to 8:45 AM. During this period, ORO Labs had uninterrupted use of the entire screen, with no other advertisements rotating through. The timing placed the company’s announcement in front of Times Square’s morning audience, including commuters, business professionals, and visitors moving through Midtown Manhattan.
The digital billboard creative was produced to the NASDAQ screen’s specifications of 2336 pixels high by 1832 pixels wide. In addition to managing the billboard advertising, American Guerrilla Marketing coordinated a professional photography session with ORO Labs’ executive management team and board members. The group gathered in Times Square for photographs in front of the illuminated NASDAQ billboard, capturing the company’s IPO celebration and creating images for corporate communications, public relations, and future marketing.
The total campaign investment was $30,800, covering the full-day NASDAQ Times Square billboard placement, the exclusive 15-minute morning roadblock, and the coordinated executive photography component.
The NASDAQ billboard in Times Square is one of the most recognizable advertising locations in the world, especially for companies celebrating major financial milestones. Unlike traditional digital billboards, the NASDAQ screen has a strong connection to the financial markets and is frequently associated with IPO announcements, public company celebrations, and corporate achievements. For ORO Labs, appearing on the billboard on March 13, 2026, was an opportunity to celebrate its public market debut in a location closely associated with Wall Street and the business community.
The campaign was designed to reach more than a traditional consumer audience. ORO Labs wanted to share this milestone with investors, industry professionals, business partners, customers, employees, and the media. A NASDAQ Times Square billboard placement offered a way to reach these different audiences while giving the company a recognizable backdrop for its IPO announcement. The location itself carried significance, making the advertising placement an important part of the celebration.
The exclusive 15-minute roadblock was the main focus of the campaign. While the regular billboard rotation provided exposure throughout the day, the roadblock from 8:30 AM to 8:45 AM gave ORO Labs uninterrupted use of the NASDAQ screen. During those fifteen minutes, the company’s creative remained on display without rotating to other advertisers. Scheduling the roadblock during the busy morning period helped position the announcement around the start of the financial news cycle, when business professionals and commuters were making their way through Midtown Manhattan.
The full-day advertising schedule complemented the roadblock by keeping ORO Labs visible throughout March 13. The company’s 15-second creative appeared in regular rotation from midnight through 11:59 PM, providing 2.5 minutes of exposure per hour. This combination allowed ORO Labs to have a dedicated moment on the screen in the morning while continuing to reach Times Square audiences throughout the rest of the day.
The executive photography session added another important element to the campaign. American Guerrilla Marketing coordinated the appearance of ORO Labs’ management team and board members in Times Square, where they were photographed in front of the illuminated NASDAQ billboard displaying the company’s branding. These photographs captured the IPO celebration and provided content that could be shared through investor communications, press announcements, company presentations, and internal channels long after the event.
By coordinating the full-day NASDAQ billboard advertising, exclusive morning roadblock, and executive photography, American Guerrilla Marketing helped ORO Labs turn its IPO announcement into a memorable Times Square event. The campaign gave the company both immediate visibility on March 13, 2026, and professional photography documenting an important milestone in its history.
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The ORO Labs creative was designed to perform at scale on one of the largest and most visible digital screens in the world. At 2336px H × 1832px W, the NASDAQ billboard demands creative that reads clearly at a distance and holds attention across a :15 cycle — enough time to communicate the core message and establish recognition, not enough time for anything requiring extended reading.
The creative’s primary function was brand declaration. IPO-day creative does not need to explain what the company does or sell a product. It needs to make the company’s name, the occasion, and the significance of the moment legible, credible, and memorable. On the NASDAQ Times Square screen, the environment itself does much of that work — the context of the placement amplifies the message of any creative that appears on it. The ORO Labs creative was built to be worthy of that context: clean, confident, and appropriate to the weight of the occasion.
For a cycling :15 spot in a high-traffic environment, the creative also needed to work in the context of pedestrian viewing — people moving through Times Square at walking pace, looking up at the screen for a few seconds at a time. The roadblock creative held the screen for fifteen uninterrupted minutes, but the cycling format required design that delivered its message in a single pass. Both requirements shaped the execution. The roadblock and the cycling creative may have been the same spot or slight variations — in either case, the standard was what the NASDAQ screen demands: legible, brand-clear, and present in a way appropriate to the moment.
There is one NASDAQ Times Square billboard. The placement decision was made at the moment the campaign objective was defined — an IPO launch moment for a company entering the public markets has exactly one appropriate outdoor media location in New York City, and AGM secured it through Branded Cities Network.
The strategic question was not where to place the campaign but how to structure the time on the screen to maximum effect. The combination of full-day cycling and a morning roadblock addressed two distinct needs: sustained visibility across the trading day for cumulative impressions, and a defined peak moment at market open for the content that matters most.
The 8:30 AM roadblock timing was deliberate. Times Square’s Friday morning foot traffic includes financial professionals, commuters, and a dense media presence. The full-day buy ensured that anyone moving through Times Square at any point on March 13, 2026 had the opportunity to encounter ORO Labs’ name on the NASDAQ screen. The roadblock ensured that the most symbolically important fifteen minutes of the day — the market open window — belonged entirely to ORO Labs.
AGM coordinated the on-site logistics for the executive photography session: positioning, timing relative to the billboard cycle, and the visual framing that makes a photograph at the NASDAQ screen readable as the milestone it represents. That coordination was part of the campaign execution. The media placement and the photography together constituted the complete event — the brand in the environment, and the permanent record that it was there.
The ORO Labs NASDAQ Times Square campaign delivered a brand event in one of the world’s most symbolically loaded media environments on the day the company entered the public markets. The 15-minute roadblock created a peak moment during the trading day’s opening window; the full-day cycling maintained ORO Labs’ presence on the screen throughout March 13, 2026, for every person passing through Times Square.
The executive photography component produced a record of the moment that extends the campaign’s life far beyond the screen time itself. Images of ORO Labs’ leadership team beneath their name on the NASDAQ billboard circulate through investor communications, press releases, social channels, and company history in a way that no screenshot of a digital placement replicates. The photograph is evidence that the moment happened — that the company was there, in one of the most recognized media environments on earth, on the day they went public.
For a company at the moment of IPO, the media question is never just impressions or reach. It is whether the campaign is equal to the occasion. The NASDAQ Times Square billboard is the media location that the occasion demands — and by securing it, structuring the day correctly, and organizing the executive presence at the screen, AGM delivered a campaign that was.
The NASDAQ Times Square billboard is culturally recognized as the display where companies announce market entry. When ORO Labs appeared on the screen on March 13, 2026 — their IPO date — the placement carried a signal independent of the advertising copy itself: this company is publicly traded, this company is real, this company has arrived. No other outdoor location in New York City carries that specific association. The screen’s connection to the financial markets and its position in one of the most visited locations on earth make it the single most appropriate outdoor media unit for an IPO-day campaign.
Cycling exposure means the creative runs within a standard rotation alongside other advertisers — for the NASDAQ Times Square billboard, approximately 2.5 minutes of exposure per hour across the broadcast day. A roadblock is an exclusive takeover: for the 15-minute window from 8:30 AM to 8:45 AM on March 13, ORO Labs owned the entire screen without interruption or competition. The full-day cycling built cumulative impressions across everyone moving through Times Square. The roadblock created a defined peak moment during the most attention-dense window of the trading day. The two structures serve different purposes and were designed to work together.
8:30 AM on a Friday morning is the opening window of active trading-day energy in New York City. Financial professionals, commuters, and the media presence that characterizes a Midtown Friday morning are at peak density. For an IPO-day campaign, the most valuable fifteen minutes on the screen are the ones that align with when the relevant audience is physically present and when the news cycle is most actively covering market-opening activity. The 8:30 AM roadblock placed ORO Labs at the intersection of audience concentration and market timing.
The photograph of company leadership beneath their name on the NASDAQ Times Square screen is one of the most durable deliverables of an IPO-day outdoor campaign. It documents the moment in a format that circulates through investor communications, press coverage, social media, and company archives for years after the screen goes dark. Organizing that photography — coordinating positioning, timing, and logistics at the Times Square location — was a part of the campaign execution, not supplemental to it. The media placement and the photography together constitute the complete event: the brand in the environment, and the permanent record that it was there.
Times Square is one of the highest-density media environments in the world, with daily foot traffic that includes tourists, professionals, commuters, and the international press presence that makes New York City the most covered urban market on earth. For a financial milestone announcement, the combination of foot traffic volume, international recognition, and the NASDAQ screen’s specific association with market activity creates a media context that cannot be replicated elsewhere. The announcement that happens in Times Square is seen by more people, captured by more cameras, and carried to more secondary audiences than an equivalent placement in any other location.
A one-day campaign at the scale and location of the NASDAQ Times Square billboard generates media assets — photography, social documentation, press coverage — that extend the campaign’s impact well past March 13, 2026. The screen time itself produces impressions across a single trading day. The photography and documentation produced during the executive photo moment continue to circulate through the company’s communications for years. For an IPO-day campaign, the objective is not to sustain a media presence over time but to create an undeniable, documented moment — and a single day on the right screen, captured correctly, achieves exactly that.
