Land Securities is to allow brands to advertise on a short term basis at its famous Piccadilly Lights site in London for the first time in almost 100 years.

Previously brands had to sign up for a lease of around 10 years, but new technology means that adverts on the iconic central London electronic billboards can be created at short notice and run for short, specific time periods.

The scheme is called Piccadilly Lite, and will be available from 1 December.

James Birkett, asset manager for Land Securities’ London portfolio, said:

‘Piccadilly Lite is a prime example of how recent technology enhancements are shaping how we may communicate to the consumer.

‘Our investment in the new LED digital technology recognises that brands want to capitalise on the one million people who pass through Piccadilly Circus every week, and they want advertising campaigns of that scale on a more strategic time basis.’