The 4.5m x 18m large format digital billboards are situated in Gauteng and KwaZulu-Natal (KZN), but Outdoor Network aims to grow its national network extensively with the goal to offer advertisers a large format, national highway digital network made up of ‘signature’ sites in key high-traffic locations.

KZN is currently home to a large double-sided digital billboard on the M3 highway on the outskirts of the Durban CBD, facing east-bound traffic from the N3, N2 and Pietermaritzburg into the CBD, and the south and west-bound traffic exiting the city.

The Gauteng sites are situated in Paulshof (double-sided), on the N1 highway in close proximity to the busy Rivonia Road off-ramp and Crown Mines (single-sided) on the M1 South, facing traffic travelling from Johannesburg to Soweto.

According to Outdoor Network, its initial roll-out of highway sites in Gauteng and KZN means that it is already offering an attractive network of large format digital sites in locations with exposure to upper income groups and with high reach and frequency.

Outdoor Network says that, collectively, its five large format digital billboards reach approximately 3.38 million consumers a month, largely in the upper income category, making these sites the ideal the platform for brands looking to engage with a large audience in this market segment.

"Our focus is on building a comprehensive large format national digital network, but we will be selective, concentrating on signature sites that can deliver significant value to our advertisers in the form of impressive audience reach figures and platforms that can effectively drive targeted advertising messages," says Jacques du Preez, CEO of the Provantage Media Group.

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