Check out this huge, eight-story digital billboard in Times Square NEW YORK, Nov. 18 (UPI) -- Just in case you thought advertisements in Times Square just weren't big enough, Google is upping the game with the debut of a eight-story-tall, 24-million-pixel-strong digital billboard. The new screen was fully illuminated for the first time Tuesday. It's almost as long as a football field and takes up about half an acre of space. It stretches the entire block from 45th Street to 46th Street on Broadway. "Size matters in Times Square," Harry Coghlan, president of Clear Channel Outdoor New York, which is selling the ad space, told The New York Times. Sometimes it just comes down to wanting to stand out, and it comes down to ego. It'll cost advertisers $2.5 million for four weeks of display time.