Billboards are enjoying a new lease of life. By 2011 the first new digital billboards were beginning to become more widespread. These combine the advantages of a traditional approach with moving images, the ability to add updates and to reflect a current news story. Now British Airways have launched a new campaign to take the technology further.

Watch this video clip of the airline's new "Look Up" campaign. The billboard is allegedly linked to real time flight data. A cute child sits up and points when a BA plane can be seen in the skies above Piccadilly Circus.

Little more than a gimmick, admittedly, but a good example of the way in which digital technology is continuing to revolutionise traditional marketing media techniques.