London OOH Piccadilly Lights powers on after hiatus
The Piccadilly Lights, a OOH advertising location in London, recently went live after a 9-onth hiatus. Landsec, the owner of Piccadilly, partnered with Ocean Outdoor to upgrade the location with a single 4K LED display and a live technology hub, according to a press release.
The technology hub allows the screen to react to changes in weather and temperature and change up content accordingly. For example, brands can display winter jackets when the temperature drops significantly.
Currently, Hyundai, Coca-Cola, Samsung, L'Oreal Paris, eBay, Hunter and Stella McCartney are all advertising on the display.
"The Piccadilly Lights have been one of London’s icons for over a century, and are an unmissable sight for the 100 million people who pass through Piccadilly Circus every year. We know people have really missed the screen while renovation work has been carried out and both we, and the brands that light up the screen, are incredibly excited to have switched the Lights back on," Vasiliki Arvaniti, portfolio director at Landsec, said in the release.