Advertising group JCDecaux has unveiled its £25m plans for massive poster sites and a record number of digital screens at Heathrow's Terminal 5 in what it describes as the vision of the future for airports.

The new terminal will try to get maximum exposure and impact for advertisers with digital screens that vary their displays depending on time of day and where passengers are in the airport.

The screens will "capitalise on passengers' mindsets at given zones of the airport", JCDecaux says, by tapping into their mood changes between check-in and the gate.

The screens will also be able to target the arrival or departure of particular flights or run language-specific messages.

Airport operator BAA has worked with JCDecaux throughout the design of the new terminal in a bid to drive up the revenues it can get from advertising to the tens of millions of passengers set to pass through the new arm of Heathrow.

Terminal 5 will have the largest number of digital screens of any airport worldwide and will also serve as model for a revamp of advertising sites across BAA airports, which include the rest of Heathrow as well as Gatwick, Stansted and Edinburgh.

Julie France, managing director of JCDecaux Airport sees the strategy at Terminal 5 as "the trailblazer for airport advertising across the world". She also hopes the abundance of digital screens will change industry trends.

"The digital commitment by JCDecaux and BAA brings the critical mass of digital advertising screens to the outdoor market and will be a catalyst for growth of the digital sector," she said.

Duncan Tolson, director of media at BAA described the passengers who pass through his airports as "the world's most affluent, international mass audience".

"Terminal 5 will act as a blueprint for the future of airport advertising and we are looking forward to rolling it out across all BAA airports in the future," he said.

Terminal 5 will also offer advertisers giant lightboxes, each one larger than four London buses, while hanging banners will target 100% of passengers entering the building.

The Terminal 5 project forms part of multi-year BAA contract for JCDecaux, which claims to reach over a billion passengers a year across 141 airports around the world.