align="justify">Television and outdoor advertising will soon merge with the launch of South Africa's largest and highest resolution outdoor digital advertising screen at the country's busiest shopping destination, Sandton City. This 40m² LED screen will be capable of delivering 4,4 trillion colours with unequalled brightness and contrast levels, even in full sunshine.

Large format digital billboards are rolling out rapidly in the United States and POP Outdoor will shortly be following suit with a strategic holding of POP Digital billboards. The first landmark 40m² LED Screen will be installed at POP Outdoor's current site on the corner of Sandton Drive and Rivonia Road. Clients pioneering the medium with POP Outdoor will enjoy category exclusivity and will be granted first option to extend their campaigns to a network of landmark digital locations.

POP Digital billboards will offer a greater flexibility of use than conventional billboards could ever provide. With high brightness, high resolution LEDs, the conventional billboard has been transformed into the perfect high-tech electronic outdoor display medium. Not only are electronic billboards full colour and large format, but they also have many distinct advantages including displaying animation and, in effect, showing specialized television commercials outdoors. These benefits, combined with news, weather and information snippets are sure to arouse the consumer's interest.

Dynamic out of home media is one of the most powerful ways to reach a mass audience quickly and efficiently. At a time of so much marketing clutter, POP Digital billboards will be increasingly attractive for advertisers as their flexibility allows for quick message changes and the ability to communicate special offers, promotions and pricing.

Their brightness, constant motion and full colour animation are guaranteed to attract eyes on screen at a far higher rate than conventional billboards and drive noting levels to record highs. If advertisers don't lock in to this revolutionary new outdoor medium, they may well be locked out of what is fast becoming the world's most effective, attractive and exciting outdoor format.