South Africa, July 3 -- As we all know by now, the traditional billboard has evolved and we have seen a rapid expansion of digital roadside billboards in the South African urban landscape.

Around seven years ago, there were only two or three media owners in South Africa that had constructed digital billboards and, as a result, they could largely dictate pricing. At the time, the billboard industry in SA was in the early stages of transformation following the rapid uptake and expansion of digital out of home (DOOH) globally. Advertisers and media agencies were somewhat skeptical about this new media format, however, brands supported it, appreciating the innovation and benefits on offer from DOOH. Increasing numbers of out of home (OOH) me...