Conditional Formatting date issues

Hello, Please help

Conditional formatting will not work on columns displaying dd/mm/yyyy hh:mm:ss, (formatting highlights colour if todays date.)

This will work on the column with out the time (todays date ie 10/01/2014 00:00 but not on 10/01/2014 13:00)

Ive tried copying to a new column and removing and formatting to Date DD/MM/YYYY - but still doesnt high light the row.

(formatting rule - Use a formula to detemine which cells to format =$W4=TODAY(), colour selected)

What Im I doing wrong? Excel 2010

Thank you in advance