After nine months in darkness, the digital billboards in London’s Piccadilly Circus are about to come back bigger and brighter than ever before. Want to see your brand on the Piccadilly billboard? Later this month, a new 790-square-metre behemoth of a screen will flash into life for the first time. The screen, which is larger than three tennis courts, packs in almost 11 million pixels at a resolution that’s greater than 4K. The display is the largest of its kind in Europe. More insights Cameras concealed within the screen will track the make, model and colour of passing cars to deliver more targeted adverts. Brands can even pre-program triggers so that specific adverts are played when a certain model of car passes the screen, according to Landsec, the company the owns the screens. More flexibility The giant screen replaces six separate screens that previously wrapped around the buildings at Piccadilly Circus, each one dedicated to a different brand. “This screen can be electronically carved up as opposed to having individual screens,” says Landsec portfolio director Vasiliki Arvaniti. This also means that the entire screen can be taken up by a single advert – something that had been tried on earlier versions of the display, but didn’t really work with six screens of different sizes, made by different manufacturers. “For the first time ever brands will have the opportunity to take over the entire screen,” Arvaniti says. Every ten minutes a single brand will fill the entire screen with a single advert for 30 seconds. Coca-Cola, Hyundai, Samsung and L’Oréal will be the first brands to share the supersize screen.Most of...
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