During the first part of the upgrade, the Torch will be wrapped with a creative from high street bank NatWest, in a campaign by M&C Saatchi booked though WPP media agency MediaCom and WPP out-of-home agency Kinetic.
Following an investment understood to be worth £750,000, the two digital screens on the M4 Torch will deliver an image, described by a spokesman for JCDecaux, as three times as clear as the current screens.
Spencer Berwin, managing director of sales at JCDecaux, said: "The M4 Torch was the first superstructure in the UK. It went digital in 2007. This investment underlines JCDecaux’s commitment to providing clients with the very best display, providing flexible outdoor campaigns that deploy latest in digital technology."
According to JCDecaux the M4 Torch is on one of the busiest stretches of road between Heathrow Airport and London. It provides 1.8 million impacts every week and an audience that is 67% ABC1.
Jane Ratcliffe, chief executive of MediaCom, welcomed the investment.
Ratcliffe said: "The quality of the new screens opens up the market to upscale clients who are looking for not only quality of display but also the flexibility of digital. Looking ahead, this is just what the market needs in the run-up to London 2012."
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