Etulipa introduces reflective outdoor screens that read like paper, but offer all the advantages of digital: real-time, targeted, on-the-spot advertising. We transform the world of outdoor digital advertising. Its proven electro-wetting display technology (EWD) has comparable visual characteristics as the incumbent paper of vinyl billboards, but displays digital dynamic content, including low frame-rate animations and video. Since EWD uses the same principle of light reflection as paper or vinyl, it offers proven visual perception required for advertisements by brands in all light conditions. Reflective screens are very energy-efficient, do not cause any light pollution and are perfectly readable in bright sunlight.