Continental Outdoor Media (Pty) Ltd is owned by Helios Investment Partners, a leading pan-African private equity firm and includes Citi Venture Captial International, RMB Corvest and MSG Afrika Investment Holdings. The company is a Level 4 BBBEE Contributor in South Africa through the ownership of 25.1% of the South African business by MSG Afrika Holdings, a black-owned investment firm.

Continental Outdoor Media is Africa's largest billboard advertising company and operates in 14 countries in sub-Sarahan Africa. The company offers in excess of 25 000 advertising opportunities in South Africa and further 10 000 in sub-Saharan Africa.