Installed at the end of last month, the technology represents CBS Outdoor's foray into digital roadside display
The two 7.7m x 2.8m surface-mounted diode screens are from the Prismaflex Prismatronic Gold series, which are manufactured in France.
Both screens are designed with a 10mm pitch, the distance between LEDs, which are the company's highest resolution LED screens for out of home (OOH) applications to date.
According to Prismaflex, the screens have the longest available lifespan, lowest power consumption and highest pixel resolution currently available for this size format.
All key components are continuously monitored so that any problems can be identified before affecting the site.
Sam Cook, chief executive of Prismaflex UK, said the key to the application was wielding the highest yield for the client while lowering the cost of the installation.
He said: "The key to this is working closely with all parties to maximise both property and media assets and having the right product solution for every type of location.
"I expect to see high profile sites such as the M4 become LED landscapes in the future, if they haven't already, but printed billboards still have their place as both applications are complementary."
Jason Cotterrell, country director at CBS Outdoor UK said he hoped that site 76 would be the first of "many exciting developments in this area" as the business aims to further enhance its extensive digital reach in the capital.
"What will set it apart from other roadside screens is the flexibility that we will offer advertisers, who can target travellers at bespoke times with tailored messages appropriate to that time or day, whether they are travelling in or out of London," he added.
Last month, Prismaflex boosted its production capacity at its Newhaven, UK subsidiary with a new banner production line.
The 2,322sqm facilities outputs 100% recyclable banner posters, which are made from 70% recycled materials.
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