Abstract: A digital billboard control system and a method of controlling a digital billboard with real-time displays are each provided with a traffic monitoring module for monitoring traffic within a predetermined area adjacent each digital billboard in real-time, a network interface for communicating with a remote terminal, and a data processing controller operably interfaced with the real-time display, the traffic monitoring module and the networking interface. The controller receives real-time traffic data from the traffic monitoring module, and determines at least one traffic pattern adjacent the or each digital billboard from the received data.