Motorways are more than just arteries of commerce and transit, they are one of the last great frontiers of high volume, real world advertising. As digital fatigue increases and online ad space becomes oversaturated, brands are returning to the physical world for real, immediate, and visceral consumer engagement. And there are few places with more guaranteed eyes than the open road

In the golden age of advertising, newspapers were king. They dictated public opinion, framed social conversations, and sold advertising real estate like prime Manhattan property. Then came the blog boom fuelled by the rise of personal journalism, niche content, and SEO wizardry. Both mediums promised influence, trust, and cultural sway.