The Site 76 dual-faced digital billboard is installed on the elevated section of Junction 1 Chiswick roundabout in London

A new digital billboard has been installed next to the M4 in London, UK which owner CBS Outdoor has named Site 76 to reflect the 76m people it claims will see it annually.

It is the only landscape-orientated digital site on the busy motorway, and comprises two HD LED screens measuring 7.7m wide and 2.8m high. CBS Outdoor states the east- and west-facing screens can be seen from 150m away.

Site 76 marks CBS Outdoor's first strategic move into the digital roadside market.