Outdoor advertising facts for kids

The Osborne bull was originally placed as an outdoor advertisement for the Osborne Group [es] to promote their Brandy de Jerez. The bull has become a national symbol of Spain.

Outdoor advertising (also called out-of-home or OOH advertising) means showing ads to people when they are outside their homes. These ads can be on billboards, walls, or posters. You see them when you are traveling, walking, or just "on the go."

Outdoor advertising comes in four main types: billboards, items found on streets (like bus shelters), ads on public transport, and other unique kinds of ads. Big companies like JCDecaux and Clear Channel Outdoor often place these advertisements.

What is Outdoor Advertising?

Outdoor advertising helps businesses share their messages with many people. It's a way to catch your eye when you're out and about. These ads can be found in many places, from busy city streets to quiet country roads.

Digital Outdoor Ads

A digital outdoor advertisement in Rotterdam, Netherlands, from 2023. It shows an ad for a local election.

Digital out-of-home (DOOH) ads are like giant digital screens that show changing advertisements. You might see them in shopping malls, train stations, or on the side of buildings. These ads are dynamic, meaning they can change what they show.

Companies use special computer systems to decide where and when to show these digital ads. They can pick locations that will reach certain groups of people. These systems help plan, run, and check how well ad campaigns are doing across many different screens.

Printed Outdoor Ads

Printed out-of-home ads are static, meaning they don't change. They are physical signs placed in different public spaces.

Types of Printed Ads

• Aerial ads: These are banners pulled by airplanes or large inflatable signs like blimps. They fly above beaches, big events, or busy roads to get attention.
• Billboard bikes: This is a newer way to advertise. A bike pulls a small billboard with an ad message. It's a way to advertise in specific areas, it costs less, and it's good for the environment.
• Brochures, pamphlets, and flyers: These are printed papers given out by hand or placed in special displays. They are a good way to reach a specific group of people in public places.
• Billboards: These are very large signs often seen next to highways or at major intersections. In some places, like the US, they are lit up at night. The pictures on billboards are often printed on big vinyl sheets. Sometimes, these sheets are moved to different billboard locations in a city. This helps the ad reach more people. Billboards are usually the largest type of outdoor ad, often measuring about 14 feet by 48 feet.
• Bus ads: These ads are placed directly on buses. You can also see them on bus stops or benches.
• Mobile billboards: These are billboards that can be moved from one place to another. They can stand on their own. Sometimes, they are even used as giant inflatable movie screens.
• Posters: These are standard-sized posters, often about 12 feet by 24 feet.
• Walking billboards: These are signs that people wear over their shoulders. They walk around specific areas to show the ad message.

Rules for Outdoor Advertising

Governments have rules about where and how outdoor ads can be placed. These rules help keep our communities looking good and ensure safety.

Rules in the United States

Some states in the US, like Vermont, Hawaii, Maine, and Alaska, do not allow any billboards at all. However, most other states permit many kinds of outdoor advertising.

In the US, rules for billboards come from federal, state, and local governments. A law called the Highway Beautification Act helps decide where billboards can go, usually in business or industrial areas. State and local governments give out permits for billboards. States have the power to even ban billboards if they choose.

There are also rules for digital billboards. These screens show still pictures that change every few seconds. Rules prevent them from showing animation or scrolling text. Digital billboards also have light sensors. These sensors adjust the brightness of the screen to match the light outside. This stops them from being too bright or causing a glare.

Rules in Other Countries

• Brazil: The city of São Paulo in Brazil made a rule in 2006 that almost completely banned outdoor advertising. This meant all billboards and banners had to be taken down. Store signs also had to be much smaller.
• Switzerland: The town of Vernier in Switzerland also banned outdoor advertising.
• Finland: In Finland, you usually need a special permit for outdoor advertising. The law says ads along roads are generally not allowed. But you can get a permit if the ad won't make traffic unsafe or harm the environment. Local cities give permits for ads in areas with specific zoning plans.

Outdoor advertising in Finland has also faced criticism. Some people worry about how ads affect the landscape or cause "visual pollution." Loose billboards on sidewalks can also be dangerous for people who have trouble seeing. Many cities in Finland require sidewalks to have at least 1.5 meters of clear space. They also say billboards can only be out when businesses are open.

Sometimes, there are discussions about what counts as outdoor advertising. For example, in Helsinki, there was a bright, animated display inside a series of windows. Some people thought it was too bright and caused light pollution. In May 2024, Finland's highest court confirmed that this display had to be removed.

Keeping Ads Safe and Fair

There are also discussions about what kinds of images are suitable for outdoor advertising. It's important that ads are appropriate for everyone, including children. Advertising councils often review ads to make sure they follow rules about fairness and respect. This helps ensure that public spaces are welcoming for all ages.

More About Advertising

There are many different ways companies advertise. Here are some other types of advertising and related topics: