The structure, which has been dubbed The JCDecaux Tower, is situated on the capital's gateway road to Heathrow airport, so that is seen by people leaving and entering the UK.
It is made almost entirely out of glass and incorporates thousands of miniature LEDs, which produce a full-colour image across 50-square metre backlit panels facing both directions.
The first advertiser to use the tower is the Dubai Development and Investment Authority (DDIA), a body charged with boosting the city's economy. The authority will advertise on the space for one year.
The Tower has been designed by Sir Norman Foster's architectural practice Foster & Partners. The concept was brought to life using design techniques usually associated with building projects.
"As the number one billboard company both in the UK and Europe, we continually strive to raise the standards in the industry," Jeremy Male, JCDecaux's UK and Northern Europe chief executive, said.
"The M4 Tower sets a new benchmark in outdoor advertising and underpins our commitment to investing in the highest quality structures. It's fantastic to work with a company such as Foster & Partners, which has created a tour de force for UK outdoor."
The DDIA campaign was booked by Manning Gottlieb OMD through outdoor specialist Posterscope.
Based on government traffic figures, The Tower has the potential to be seen by 1.6m drivers every week.
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This article was first published on brandrepublic.com