Outdoor advertising: the medium best integrated into our environment
Although a traditional medium, outdoor advertising has been present in our societies for centuries and is now part of the urban landscape. Unlike other intrusive advertising formats (pop-ups, pre-rolls, telemarketing), out-of-home (OOH) advertising does not interrupt consumers in their activities. Advertising effectiveness studies show that OOH benefits from higher attention and recall rates than many other media and remains one of the most widely accepted formats. This positive perception unconsciously encourages consumers to pay more attention to campaigns displayed on billboards.
Why include billboard advertising in your media plan?
Combining several media channels reinforces message recall: this is the foundation of a cross-channel strategy. Outdoor advertising particularly excels when it comes to local communication and reaching a specific geographic target. In this field, billboard advertising remains unbeatable, both in terms of total reach and cost per thousand (CPM). The options offered by display advertising : street furniture, large formats, buses, trams, subways, public places, digital panels, allow for refined targeting and increased relevance. According to the 2025 BUMP, 47% of OOH advertisers now include a DOOH component in their campaigns (vs. 36% in 2023), proving the growing diversity within outdoor media plans.
Running multiple waves of advertising is another key driver of efficiency for out-of-home advertising. Repetition anchors the brand in consumers' minds and creates a recurring connection. A first wave to announce an event and build anticipation, followed by a second wave to follow up and convert: this mechanic, easy to orchestrate with outdoor advertising, works equally well for store openings or product launches.
Outdoor advertising is a powerful medium in constant transformation, driven notably by DOOH and programmatic audience measurement. With €1,426 million in advertiser investment in 2025 (source: France Pub, BUMP 2025), it remains a pillar of the French communication market. Identifying the most relevant solutions for your brand will allow you to reach your target effectively and boost your sales. Find thousands of billboards across France on Adintime.com. At Adintime, we support and advise you on purchasing advertising networks, from local to national levels.
Select the network you wish to advertise on and request your personalized quote to receive the rates and terms for your billboard advertising campaign.
