APN Outdoor has turned on Sydney CBD’s first digital billboard, ‘The Darling’.

Clients Lion Nathan, Mercedes, Optus and Microsoft are the first to see their campaigns up in lights at the Darlinghurst intersection.

Richard Herring, APN Outdoor CEO, said: “In 2013, we have relentlessly rolled out new digital billboard inventory across the six major cities in Australia and New Zealand. Turning on The Darling for the first time gives the whole company a sense of satisfaction and achievement because we are the first outdoor company to offer roadside, large format digital billboards on a national scale to advertisers.

“We are now looking forward to seeing the excitement it causes in the market and what creative directions advertisers will take to capitalise on this dynamic medium.”