Nine months after Piccadilly Circus’ famous lights went dark for only the fourth time since the illuminated display was built in 1908, Piccadilly’s brand new curved LED advertising display, claimed to be the largest LED screen in operation in Europe, has been switched on. The project is a collaboration between landmark advertising firm Ocean Outdoor and property development and investment company Landsec.
The advertising space was previously made up of six separate displays, which have been replaced by a single curved Ultra HD screen—made up of 5,500 LED panels from US manufacturer Daktronics—with an 8mm pixel pitch, covering 783m². The display will be able to function in a patchwork style, similar to its previous appearance, but will also allow for single-brand takeovers.
The display is also be able to play live video as well as showing static images and slideshows, and incorporates facial and vehicle recognition, providing valuable data for targeted, contextual Digital Out-of-Home media campaigns.
Advertising on the old place with new technology are promoting big world brands: Hyundai, Coca Cola, L’Oréal, Samsung, Ebay and Stella McCartney / Hunter advertise on the screen. They share advertising space and advertising times. Loops of 90 seconds are the standard.
Along with the new screen and the above scheme, six contracts with six prices have now been contracted with a single price for the advertisers. And they have a solution that ensures both their presence on the entire video board, as well as a separate advertising space.
