According to Outdoor Network, the site is significant in size and commands an imposing presence, measuring 4.5m x 18m (81m2 on each side), and is located adjacent to the M3, facing all eastbound traffic from the N3, N2 and Pietermaritzburg into the CBD, and the south and westbound traffic exiting the city.

"It is the single largest digital out-of-home billboard in South Africa and demonstrates Outdoor Network’s commitment to investing in state-of-the-art OOH advertising in strategically positioned locations," says Warren Dugmore, Outdoor Network’s head of sales: billboards.

Outdoor Network says each side of the billboard is expected to reach an audience of over 500 000 consumers and, with an average frequency rate of 6.5, the site is expected to deliver 3.3 million impacts every month.

"Durban is the third most populous city in South Africa and forms part of the eThekwini Metropolitan Municipality, which includes neighbouring towns and has a population of about 3.44 million, making the combined municipality one of the biggest cities on the Indian Ocean coast," says the team at Outdoor Network.

The team adds, "It is also one of South Africa’s major tourism centres because of the city's warm sub-tropical climate and extensive beaches. And, Durban has also positioned itself as an important business events destination, largely due to the success of the Durban ICC." 

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