Measuring 4.5m by 18m, this gives MTN South Africa iconic status on one of the country's busiest freeways. The cellular network's signature yellow will dominate the screen and its stretch of freeway, 24/7, for the next three years.
"As a brand that is focused on connecting people to the potential of the digital age and the limitless opportunities it provides, the billboard is the perfect platform to connect us with our customers," says Serame Taukobong, chief marketing officer at MTN SA.
The culmination of many months of planning and co-ordination, not to mention securing rights and obtaining approvals, the new LED-screen billboard is "a huge coup", according to Primedia Outdoor CEO, Dave Roberts. "This is the first time SANRAL has approved a digital board along a national road. We've now taken the medium into new territory."
"The screen delivers superior-quality visuals and unparalleled reliability when compared to the typical billboard screens currently used in the country."
The world's premier LED manufacturer, Daktronics, manufactures the new freeway super-screen. The South-Dakota-based company supplied many of the LED screens for the recent Olympics and the 2010 FIFA World Cup.
"We specifically chose Daktronics because of its track record when it comes to producing quality LED screens," says Roberts. "It was important that we introduce an innovative outdoor screen that is reliable and displays quality images around the clock."
The Primedia Outdoor screen carries 4.2 tons of LED technology, made up of 836,352 individual LEDs made by Japanese LED brand, Nichia. These new-generation LEDs use up to 75% less power than equivalent low-cost screens sourced from the East, to achieve the same brightness. By running cooler, the LEDs will deteriorate far slower, giving this board longevity unlike any other.
The flighting and rotation of creative content will be remotely controlled by Spectrum, the visual network company responsible for the Primedia Outdoor LED network in Sandton.
The company is currently pursuing approvals for additional sites and anticipates erecting a number of new LED-screen signs within the next few months. "As always, we're doing this by the book. This first LED screen is fully compliant with local by-laws and Roads Agency regulations, which paves the way for future approvals," concludes Roberts.
