Piccadilly Circus: The patchwork screens are being switched off and will be replaced with a mega screen in the Autu… https://t.co/NBdQZGvP2O— City A.M. (@CityAM) January 16, 2017
New techThe new curved, ultra-high definition 4K resolution screen aims to futureproof the space, while retaining the familiar patchwork aesthetic. The screen being installed – one of the biggest in the world – will cover some 790 square metres, making it bigger than a full-sized tennis court (670 square metres). It will also be one of the most technically advanced in the world, offering live video streaming, lifestyle updates such as weather and sports results, and real-time social media feeds, ensuring the space stays at the forefront of innovation, while offering new opportunities for brands and advertisers.
One such innovation is localised wifi which, when combined with the ability to update the brand message in real time, provides the capability to alter adverts based on consumers within the area. “It’s fast,” says Bleakley. “Coca-Cola, for example, can log on at any given moment, see a large group of Spanish tourists and change the copy of the ad from ‘hello,’ to ‘buenos dias.’ There will be car recognition, so, if it’s a car brand advertising, it can serve ads based on the vehicles passing by. For those brands, it’s an exclusive tech club. They’ll be members of a world first.”