One of the essential characteristics of modern society and contemporary life is high mobility. Doing their daily jobs, people move around, go to work, to school, to the shopping centres, travel for work or leisure, thus spending more and more time outdoors, on the streets and in traffic.

This trend has been recognized by the advertising industry, which has offered new media whose comparative features are based on the movement of people. They convey them a message as they drive, wait for public transport, stand at the traffic lights or walk the streets.
The moments of daily migrations and travel have a free attention capacity which is plenty for paying attention to the advertisements located in a way that makes them easy to notice. Of course, message must be short and noticable, meaning adjusted to the media in regard to the amount of information and graphic solution.

In this way, outdoor advertising allows the marketing message to reach even those who don't watch television, don't listen to the radio, don't read daily newspapers or specialized magazines, but are still on the go, encountering messages which thus support the institutionalization of a company, the creation of a brand name and image, the popularity of an advertising slogan, or which present new packaging.