This both digital and conventional advertising mast is located along the A10 motorway near Amsterdam, the largest city in the Netherlands with over 830,000 inhabitants, at the Amstel/Watergraafsmeer junction. The advertising mast has two billboards; one digital billboard facing Amsterdam/Schiphol and one facing the A1 junction Diemen. From Diemen, the A10 runs in a circle around Amsterdam; the Amsterdam Ring Road. The A10 is one of the busiest roads in the Netherlands and is 32 km long.