Outdoor advertising company Clear Channel has decided not to continue paying the rent on 800 roadside billboards in the UK as its focus on digital investment continues to take precedence.
The New York based outdoor media firm will adapt its inventory to reflect advertiser demand.
A Clear Channel source told the Sunday Times: "Potentially wed have to cut back on our estate on a permanent basis.
The company admitted earlier this year that 2016 will be the first year that it generates more revenue from electronic advertising displays than traditional billboards and posters, so the decision makes sense on a financial basis although the inventory will be open to bids from other media buyers.
Last month it announced that it will upgrade 500 UK phone boxes, incorporating new digital screens and also planting a tree on the local street to offset its carbon footprint.