The 4m by 8m LED is the newest addition to Primedia Outdoor's developed Urban Digital Network (UDN), which covers major suburban arterials in Johannesburg, Pretoria, Ekurhuleni, Eastern Cape and Cape Town.

According to the media owner, the 13 digital billboards are optimally placed to reach audiences on their daily journeys to places of work, school and other key points of interest such as shopping centres.

Primedia Outdoor adds that UDN020 adds a significant audience to the already highly valued urban digital network, which now delivers a potential reach of 1.5 million people and over 28 million impressions over a four-week period (ROAD 17 / 18 / 19).

With the DOOH landscape becoming highly competitive, Primedia Outdoor says that it ensures optimal value creation for its advertisers. This is by developing digital billboards in locations that increase the significance of a brand to an audience that is receptive to DOOH.

The urban digital network is one of the smartest holdings in the Primedia Outdoor stable, with the integration of the Prime(i) technology that utilises technologies for anonymous vehicle recognition. UDN020 is fully Prime(i) capable, thus increasing the potential for targeted advertising campaigns.

"With Primedia Outdoor's commitment to delivering targeted, intelligent and streamlined media solutions along the consumer journey, we continue to develop and excel with our dynamic and omnichannel capabilities in the form of automation and programmatic executions," says Jorja Wilkins, executive of marketing and marketing services at Primedia Outdoor.

"The OOH audiences are positioned perfectly for contextually relevant advertising and our DOOH billboards are the ideal medium to engage with consumers at the right time and place," concludes Wilkins. 

For more information, visit You can also follow Primedia Outdoor on Facebook or on Twitter.