OOH advertisement does not represent a substitute for the other means of advertising but it is complementary to it. Its main role is to create a highly reliable means, and its impact is sustainable, unlike campaigns that are carried out through other means, whose effect usually is only temporary.
OOH advertisement is also characterized by being difficult to pass. Unlike many other channels that most individuals avoid and try to overcome because it is annoying or distracting, it can’t be ignored. According to some international studies, about 80% of people view OOH ads intentionally (Nielsen, USA, 2018).
