Workers are busy around the Mekanisa area, pulling their efforts together to put up advertisement billboards using climbing equipment. Ethiopia's advertisement landscape which is predominantly taken by radio and television is going through a transformation as social media sites take a strong foothold. Regular users of social media have increased to seven million people with Facebook having an ad reach of 28pc in the local internet base. The rise of internet users, which has climbed past the 20 million mark, indicates the importance of an advertisement industry that adopts the digital shift.