Ironbridge Gorge targets Europe's biggest ad alongside the M6
It is officially the largest advertising hoarding in Europe – and it is being used to sell the Ironbridge Gorge Museums.
The screen has been erected alongside the M6, close to Walsall's Banks's Stadium.
Seen by more than three million drivers who pass by every week, it will bring in tens of thousands of pounds of revenue for the football club.
And for advertisers there is the knowledge that they will enjoy a captive audience – especially when traffic on the motorway grounds to a halt.
Paul Gossage, from Ironbridge Gorge Museums, said the advertisement will be aimed at people who live within a two-hour drive of the museums.
It is in the middle of an extremely busy stretch of motorway that see 3.44 million motorists every fortnight.
A screen first went up three years ago and featured colossal billboard advertisements. Now, 5,037 sq ft of LED panels have now been added to it, making it one of the biggest screens in the world. With two huge panels at a length of 213ft, it is almost as long as a Boeing 747.
Mr Gossage said the giant screen is at the forefront of technology, somewhere Ironbridge has been for more than 300 years.
He said: "The advert is cutting edge technology and we are really keen to stay at the forefront of technology.
"Since Abraham Darby in the 1700s, we have always been linked with new innovations and we are really keen to be a part of this."
Mr Gossage said the museums have booked the space for the next three months.
He added: "We are really keen to let everyone know that Blists Hill is really interesting."
