The Coca-Cola Company unveiled the world's largest billboard in London this week. And in addition to being the biggest, the new billboard, which replaced Coke's former billboard in Piccadilly Circus, can also lay claim to be the most advanced.

The billboard has built-in cameras and sensors allowing it to react to weather conditions and even passers-by. If it rains, big drops appear on the screen while wind causes a ripple effect across the billboard. The billboard can also recognise people waving at it.

In future, Coke is looking to add a facility whereby the billboard can respond to text messages which people can send.