How Piccadilly Lights Became London’s Advertising Landmark
Few advertising sites in the world hold the same recognition as Piccadilly Lights. Located at the heart of London’s West End, the towering digital screen dominates one of the busiest pedestrian and vehicle intersections in Europe. For over a century, the site has represented the evolution of outdoor advertising, from neon tubes and rotating panels to today’s ultra-high-definition digital display.
Now owned and operated by Landsec, Piccadilly Lights attracts brands that want to make a global statement. With over 100 million impressions annually, it’s more than just a billboard, it’s a cultural backdrop that has appeared in films, live broadcasts, and millions of social media posts.
Who Advertises at Piccadilly Lights
The site is reserved for leading global brands that want visibility at scale. Over the years, advertisers have included household names such as Coca-Cola, Samsung, British Airways, and L’Oréal. Each campaign adds to the screen’s prestige, positioning the brand within an environment that embodies innovation, energy, and London’s international spirit.
Recent activations have shown how the site can combine creative with purpose. From sustainability campaigns to live-streamed brand takeovers, advertisers use the digital format to tell stories that extend far beyond the physical space. For many, appearing at Piccadilly Lights signifies a milestone, a moment when a brand’s message becomes part of the city’s visual identity.
What Makes the Site Unique
Piccadilly Lights is not a standard billboard. It’s the largest single digital display in Europe, measuring roughly the size of two tennis courts, with advanced capabilities that make it more dynamic than ever before. The screen uses state-of-the-art technology that allows for high-definition motion graphics, live video feeds, and real-time data integration.
It’s also one of the few sites globally where brands can run 3D anamorphic creative, creating optical illusions that appear to leap out into the street – take for example the recent Tron: Ares activation, which went viral on social media. These 3D campaigns have drawn enormous attention, both from passersby and across social media platforms, turning a single physical location into a viral digital moment.
The site operates within a strict content approval process to maintain quality and appropriateness. This ensures every campaign complements the cultural prestige of the location while meeting UK advertising regulations, including those set by the Advertising Standards Authority (ASA).
When Brands Choose to Advertise There
Timing is everything at Piccadilly Lights. Campaigns are typically planned months in advance, especially during peak periods such as summer tourism, Christmas, and major sporting or cultural events.
The screen’s location near Piccadilly Circus tube station ensures high visibility throughout the year, but advertisers often align their placements with major calendar moments, from New Year’s Eve celebrations to the launch of London Fashion Week. These timed activations maximise both footfall and media coverage, as the area attracts visitors from across the world.
For many global brands, appearing at Piccadilly Lights during key events can coincide with product launches, film premieres, or seasonal campaigns, using the site as both a media platform and a PR event in itself.
Where Piccadilly Lights Fits in the Out of Home Landscape
While London is home to hundreds of premium digital billboards, Piccadilly Lights sits at the very top of that hierarchy. It functions as both an advertising platform and a cultural landmark, making it a destination in its own right.
Brands that advertise there are investing in a moment that reaches audiences live and online. The site’s visibility extends through news broadcasts, travel photography, and social sharing, making its impact far greater than foot traffic alone.
For advertisers, this reach is complemented by data. Programmatic digital out of home (PrDOOH) technology enables audience measurement, demographic analysis, and flexible scheduling, giving brands real-time insight into how their campaigns perform.
Why Piccadilly Lights Remains the Ultimate Stage for Brands
Piccadilly Lights is a symbol of presence and prestige. It allows brands to be part of a shared cultural space that connects with locals, tourists, and global audiences simultaneously. The fusion of heritage and technology makes it an unmatched platform for storytelling through out of home advertising.
As digital creativity evolves, Piccadilly Lights continues to redefine what OOH can achieve. For brands ready to stand in the brightest spotlight London has to offer, there is simply no location more iconic.
