The patchwork, which has become one of London’s most famous sights, has been replaced with a single 4K LED screen that will feature six advertisers.
A display of colours, which were sponsored by members of the public as part of a fundraising campaign for Barnardo’s, was the first image to appear on the new screen.
Coca-Cola, Samsung, Hyundai, L’Oréal Paris, eBay, Hunter and Stella McCartney are now advertising on the newly-launched screen, which is managed by Ocean Outdoor.
The screen, created by site owner Land Securites, can react to certain external factors, such as the weather or temperature. This feature enables brands to display creative and innovative content, such as weather-appropriate clothing.
On the new screen, the brands will switch between each position in a 30-minute cycle. At the end of each run, one ad will take over the entire site before the rotation begins again. Each of the six brands will take over the full screen in turn.
The technology does not collect or store any personal data and is unable to record images or audio, Land Securities said.
The countdown and launch moment was streamed live across and , and the launch display will be repeated on the screens a number of times until 11.59pm on 27 October.
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