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.