For the first time since World War 2, the lights went off on the iconic Piccadilly Circus advertising display in central London. The last extensive blackout was from 1939 to 1949 during wartime blackouts. This time, the darkness was planned. The famous curved screen and surrounding illuminated displays at the junction of Piccadilly and Regent Street were switched off in January 2017 to allow a major refurbishment of the advertising structures to take place.
Why Piccadilly Circus Matters to the OOH Industry
Piccadilly Circus is probably the most recognised outdoor advertising location in the world. For over a century, the curved junction has been synonymous with large-format, illuminated advertising. Its neon and LED screens have carried some of the most iconic brand campaigns ever produced. For an industry that sometimes struggles to communicate its own impact and cultural significance, Piccadilly Circus is a ready-made symbol of outdoor advertising at its most visible.
The decision to switch off for a refurbishment is therefore significant. It is not a sign of decline. On the contrary, the investment required to modernise the structures is a signal of confidence in the long-term future of the site and the outdoor advertising format more broadly. When the screens return, they will carry a new generation of large-format digital technology, offering advertisers capabilities that were not available when the previous screens were installed.
The New Screen
The refurbishment involved replacing the famous patchwork of separate screens with a single, continuous curved LED display that wraps the building facade. The scale of this undertaking is considerable. The new screen is reportedly one of the largest digital displays in Europe. It allows for full-motion content across the entire curved surface simultaneously, which opens up creative possibilities that fragmented, separately-managed screens could never deliver.
From a technical standpoint, the transition from neon and static illuminated panels to a full-motion LED system mirrors what has been happening at outdoor advertising sites across the world, including in South Africa. The Piccadilly refurbishment is the most prominent example, but it is part of a broader industry trend toward digital, programmable, full-motion outdoor inventory.
"The Piccadilly Circus refurbishment is a reminder that the most enduring outdoor advertising sites are not static. They evolve, invest, and improve. That is why they remain relevant."
What This Tells Us About Outdoor Advertising
Two things stand out from this story. The first is longevity. A site that first carried advertising signage in the late nineteenth century is still considered valuable enough to invest in heavily in 2017. Outdoor advertising endures in ways that other media formats have not. The second is adaptation. The reason it endures is that the industry adapts. From painted signs to neon to static illuminated panels to full-motion digital, Piccadilly Circus has kept pace with technology because the commercial logic of a high-traffic, high-visibility location remains compelling regardless of the format.
For clients who are sceptical about outdoor advertising on the grounds that it is an "old" medium, Piccadilly Circus is a useful example. Old does not mean obsolete. The location values that make an outdoor site effective have not changed. What has changed is the quality, flexibility, and measurability of the inventory available. In South Africa, we are seeing the same evolution at a pace that matches local investment cycles. The best outdoor sites are getting better, not standing still.
If you would like to discuss how digital OOH formats can feature in your next campaign, we would be glad to walk you through the options currently available in your target geography.