out-of-home advertising

One of the biggest and glitziest shopping malls in Europe opened last week in London, in a test of British consumers' ability to keep spending during a steep economic downturn. The shopping center, Westfield London, is also shaping up as a vast experiment in making over the humble billboard.

CBS Outdoor, a division of the CBS media conglomerate, has installed more than 100 digital advertising screens at Westfield, including a giant one covering 60 square meters, or 646 square feet.