Cannes is the first town in the world to install the displays, which consume less power than LED displays by making use of ambient light. The installation was timed to coincide with the Cannes Film Festival, which started yesterday and runs until May 28.
The technology has been developed by an Israeli company called Magink, which has a range of sizes from 3mx2m to 6mx3m.
As well as showing video ads, the billboards can change between static executions.
Jean-Charles Decaux, chairman of JCDecaux, said: "We believe Magink billboards will provide JCDecaux and our clients with the most reliable digital technology and most dynamic digital displays available today."
Earlier this month, Clear Channel began piloting the UK's first network of outdoor digital billboards using similar technology to Magink's. Ten sites will carry multiple static ads from six advertisers that can be updated instantly and remotely.
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