The Piccadilly Lite sign in London's West End marks the first time in almost a century that the location has been opened up to advertisers, who can take 30-second ads on the new screen, which launched this week.
The screen gives advertisers the option of static or animated campaigns for between two and 12 weeks, allowing advertisers to create targeted campaigns and change messages at different times of the day.
It sits alongside the existing Piccadilly Circus ads for Samsung, TDK, McDonald's, Coca-Cola and Sanyo.
The new sign launches with Land Securities' Christmas Day countdown clock and will feature rolling messages from members of the public at a cost of £1,000 per minute. It will also feature the first rolling branded advertising messages.