"The global advertising industry is a highly competitive business and the European market represents almost one quarter of the world’s estimated global ad-spend. Despite Europe’s global market share, the pressures experienced by the SME European media advertising sector are considerable, particularly for those marketing paper billboards using toxic ink and glue waste. These pressures, including international competition, industry consolidation and increasing incorporation of costly digital signage technologies into the advertising industry, are important factors impacting SMEs, given their limited access to investment capital. Consortium SMEs have therefore identified a clear need for an outdoor media technology that can replace paper billboards, is affordable, as equally market-effective as digital advertising and that can generate consumer appeal. However, consortium members lack investment capital and expertise to guide them in the development of such a technology, constituting this a significant threat to their competitiveness within the industry. To meet such competition, the proposed ECOBOARD solution will create a pixel-based advertising board capable of displaying static images in near real-time with relatively low initial and operational costs. ECOBOARD will use existing innovative technology combined with creativity and precision engineering to produce a new eco-friendly advertising tool that does not harm the environment. The commercial objective of this ECOBOARD is the development of a state of the art advertising outdoor media tool which provides an affordable alternative to paper billboards, and that can increase the competitive advantage of consortium SMEs in light of increasing sector dominance by large enterprises, thereby opening up new markets both within Europe and worldwide."