London's Heathrow airport has announced Microsoft as its launch partner for Towers @ T5, an array of seven LED screens dotting the space at the airport's busiest Terminal 5.
Each digital display will measure 14 metres in width and seven metres in height, with five screens to be located landside and two located airside.
Each screen will feature 6mm LED screen quality and will be synchronised to play media content at the same playout time to ensure there is no visual lagging.
The screens can be treated as both, a synchronised showcase or as individual displays.
Heathrow airport's retail director Jonathan Coen said: "As Britain's hub airport, connecting more than 70 million passengers across the globe every year, it's no surprise that the world's premier brands have recognised the power of advertising at Heathrow. We are delighted to welcome Microsoft to Terminal 5's newest installation."
Microsoft will also utilise the screens to showcase the impact of Microsoft Cloud and will promote it as the cloud that is capable of making AccuWeather respond to around ten billion requests for important weather data every day.
JCDecaux Airport managing director Alan Sullivan said: "It's great to see Microsoft as the launch advertiser on this stunning new 700 square metre digital platform - the Towers @ T5.
"These seven new iconic locations in Heathrow offer an extraordinary new opportunity for brands to dominate and inspire the affluent, exclusive and influential passengers of Heathrow. This demonstrates once again how the airport is at the cutting edge of digital OOH innovation."
Apart from the Towers @ T5, Microsoft has also put up Out-of-Home locations throughout the terminal's check-in and security check zones at Heathrow Express.
Image: There will be a total of seven screens, five located at landside and two located at airside. Photo: courtesy of LHR Airports.