The Magink technology reflects light, resulting in far lower energy consumption than conventional LED systems.
During the day the illumination comes from reflecting sunlight and the only electricity usage is from powering the rotation of the ads, while at night the billboards glow with light reflected from small lamps.
Paul Meyer, global president of Clear Channel Outdoor, said the London pilot was part of a global plan. Clear Channel will offer five advertisers and one news and traffic content provider the opportunity to book for a year, each with category exclusivity.
The billboards, which at 5.3m by 2.3m are smaller than a 48-sheet, will be networked from a central hub to show multiple ads in 30-second rotation.