From December, advertisers will be able to book space for as long, or as short a time, as they like on the site, rather than being obliged to take a ten-year lease, like current advertisers Coca-Cola and Samsung have done.
Land Securities, the owner of the displays, has decided to offer slots on a week-by-week basis because of rising demand for fast-turnaround advertising, particularly from retailers and film companies.
A spokeswoman said: "Even an individual could hire the space - for example, for a marriage proposal - if they had the desire, and the money."
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