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Out Of Home Advertising
Advertising billboards extend to a multitude of locations: streets, kiosks, buses, trams, trucks, bicycles, platforms, train stations, shopping centers, banks, and more. Today, you can be present almost everywhere. Billboards also come in various formats to meet different marketing objectives of advertisers and to reach their targets. These formats include: 2m², 4m², 8m², 12m² (or 4x3), backs and sides of buses, and even large-format posters on building facades...
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Outdoor Advertising
In every country around the world, outdoor advertising remains one of the most effective communication levers. Each billboard belongs to a media owner: the company that leases this space to advertisers wishing to communicate outdoors. This media owner, in turn, leases the urban furniture from the local municipality or the landowner. Media owners structure their offer into networks, collections of several billboards distributed across a specific geographic area. There is no minimum or maximum number of faces for a network: each media owner freely decides on the composition of their out-of-home (OOH) advertising solutions.
Key players in the global out-of-home advertising market
The global out-of-home advertising (OOH) market remains highly concentrated: the top 5 global leaders in outdoor advertising account for approximately three-quarters of the revenue generated by the top 15 players. Among these leaders are:
- JCDecaux – the world’s number one in outdoor communication
- Clear Channel Outdoor
- Focus Media
- Ströer
- Lamar Advertising
The power of the top two groups is explained by their geographic reach. They are the most internationalized players, unlike the others who operate mainly on one or two continents. JCDecaux remains one of the few media owners present in Africa and the Middle East, in addition to Europe, the Americas, and Asia-Pacific.
In France, the outdoor advertising market reached €1,325 million in net advertising revenue in 2025, according to the 2025 BUMP (IREP source). After an exceptional 2024 boosted by the Paris Olympic Games, 2025 marks a consolidation phase (-5.3% vs. 2024), while still showing growth compared to 2023 (+3.1%). The digital segment (DOOH) reached €301 million, representing 23% of total OOH advertising revenue in France, and has grown by +12.4% over two years. On the advertiser side, OOH attracted 9,247 advertisers in 2025, including 4,302 active in DOOH (+29.7% vs. 2023): a clear sign that digital billboard advertising has become essential.
Available billboard formats
Billboards come in various formats to meet advertisers' marketing objectives and reach every target audience. Here are the main billboard advertising formats:
- 2m² Billboard (6-sheet) – ideal for street furniture close to pedestrians
- 8m² Billboard – the classic roadside format
- 12m² Billboard – high-impact format in urban and suburban areas
- Bus rears, T-sides, and wraps – mobile outdoor advertising
- Subway/Metro – corridor, platform, and carriage posters
- DOOH (Digital) Panels – animation and advertiser rotation
In outdoor advertising, bookings are generally made on a calendar week basis (Monday to Sunday). DOOH, however, offers more flexible time slots, sometimes by the day or even the hour, allowing billboard advertising to be adjusted based on context (weather, events, audience).
Note: not all out-of-home advertising environments follow the same trend. According to the 2025 BUMP, the shopping/indoor segment is the only one to grow in 2025 (+7.5% vs. 2024) and boasts the highest digitalization rate (66% DOOH). Transport (stations, airports, subways) remains the leading environment for DOOH with 38% digital share, while street furniture (-1.8% vs. 2024) is proving more resilient than large outdoor formats (-12.2%).
Reaching your target audience throughout their media journey
A specific target audience can be exposed to billboards throughout their day, regardless of their age group. Each advertiser can optimize the geographic positioning of their displays based on the target's commute, leisure activities, places of consumption, and points of purchase. Furthermore, outdoor advertising is the medium closest to the point of sale: a decisive advantage given that nearly 30% of purchases are planned versus 70% made spontaneously. This proximity makes billboard advertising a powerful tool for generating in-store traffic.
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.