OOH is the most spontaneous, direct, dynamic and unavoidable of all the advertising media,

revealing itself and dispatching communication no matter the activity we are busy at:

work, leisure, travel, waiting time. As our current lifestyle is mostly spent outside home,

we cannot “zap through channels”, “switch-OOH-off” or “turn the page”: OOH continuous message reaches all categories of consumers on an international level, 24 hours a day, 7 days a week.

OOH is growing because it is highly impactful, uncluttered and doesn’t suffer from the problems

of other traditional mediums, such as press and television.

Media actual revolution crowns digital as the indisputable choice for all brands

who need a strong marketing strategy; however digital – despite its power – can’t handle it alone.

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Online browsers are masters at ignoring pop-up ads and banners but when they see a billboard,

street sign or other eye-catching object, they take a moment to look.

For brands, that moment makes the difference between irrelevance and interest.

The campaigns’ effectiveness varies with contexts and offers different performances on supports which are only apparently similar. The OOH adjusts in relation to the areas, and who entrusts his message to this medium should be educated accordingly; no city is the absolute template because each market has its own regulations and peculiarities and should be treated on the basis of its individuality; global mastery comes from the mastering of the accessible means and local players, including small realities faced with a limited inventory but offering the most strategic sites.