The ultimate goal of advertising is to get customers to remember and ultimately purchase a product or service. It helps if advertisers find creative methods of reaching that goal. British Airways is taking this to heart with its new billboard, that actually identifies its planes as they fly overhead.

When a flight is not passing over, it works like a standard digital billboard, promoting British Airways. Surveillance technology developed by advertising agency Ogilvy 12th Floor tracks the aircraft coming in, and interrupts the display with the image of a child pointing to the sky and text displaying the flight number and point of origin.

Of course, relevant information about booking a flight from said origin is also displayed, which is where the advertising comes into play. As you might expect, the billboards are located in the UK.

The video below demonstrates the innovative billboard.