You have probably heard statements like: “A month of outdoor advertising didn’t bring any profit,” “Advertising structures are only effective in the city center,” “Digital billboards located several lanes away from oncoming traffic don’t work.” Such opinions are widespread, as there are many myths surrounding the effectiveness of outdoor advertising. Some consider it a quick path to success, while others see it as a waste of budget.

You shouldn’t blindly trust what others say — it’s important to check information yourself. We analyzed the most popular opinions about outdoor advertising, and many of them turned out to be false. Which myths most often mislead advertisers? Find out in this article.

Myth 1. Outdoor advertising is an outdated tool that looks unattractive and doesn’t generate interest

This statement is no longer true. Over the past year, the outdoor advertising market has been actively implementing digital technologies. Modern digital signs and video wall software are transforming classic advertising into a dynamic, attractive, and technological communication channel.

In large cities, a significant part of the advertising inventory consists precisely of digital media, which have a modern look and allow you to create creative content with animation, videos, interactive elements, and 3D graphics. Using a digital signage player simplifies content management and allows you to quickly change advertising messages depending on the time of day, weather, or audience.

If an experienced designer works on your project and quality video wall software is used, your outdoor advertising will not only make a strong impression on the audience but also help form a positive brand image. Bright and dynamic digital signs often become a reason for publications in the media and social networks, which further increases reach.

Myth 2. It is impossible to measure the effectiveness of digital outdoor advertising

Quite often you can hear the opinion that DOOH or pDOOH do not allow you to accurately measure campaign performance. However, this is no longer the case. Modern digital signs are equipped with data collection and analytics tools, allowing advertisers to track audience interaction with content. Video wall software and digital signage players support integration with various monitoring systems and also allow the use of QR codes, which ensures direct interaction with potential customers.

The use of innovative technologies in DOOH makes it possible to conduct surveys before and after a campaign, analyze audience behavior, and receive detailed reports on reach and engagement. For example, by implementing QR codes on digital screens, it is easy to track how many people followed a link or used a special offer. This makes pDOOH one of the most transparent and measurable channels in modern outdoor advertising.

Thus, digital signs, video wall software, and modern digital signage players allow you not only to create vivid content but also to obtain accurate data on the effectiveness of each advertising campaign.

Myth 3. Launching outdoor advertising takes a lot of time

This statement is not true, especially when compared to some online promotion methods. For example, the first results from SEO or content marketing may appear only after several months, and sometimes even half a year. At the same time, launching an advertising campaign on LED billboards or other digital media usually takes from a few days to a week.

Modern platforms for Digital Out Of Home (DOOH) allow you to launch video ads on digital screens independently, using DOOH software. Many such services make it possible to set targeting by weather conditions, time of day, traffic situation, or even a specific location. For example, in hot weather, an ad for drinks or ice cream can automatically appear on an LED billboard, and during rain — an ad for umbrella discounts.

Moreover, using a digital signage player based on Android or specialized network video players allows you to quickly change content without complex technical procedures. Thanks to an intuitive interface and broad connectivity options, such devices are easily integrated into any digital advertising system.

Myth 4. Outdoor advertising is too expensive

It is a fairly common belief that launching video ads on LED billboards or digital signs requires large expenses. In reality, an effective campaign is possible even with a limited budget. The cost of placement depends on the screen size, its location, and the duration of the display. For small and medium businesses, it is not at all necessary to rent the most expensive facade in the city center — often it is better to choose several points with high traffic of your target audience.

Thanks to DOOH software, you can flexibly manage your budget, choose optimal display hours, and track effectiveness in real time. A digital signage player allows you to promptly change creatives without spending extra money on printing or installation. This makes digital outdoor advertising accessible for different businesses, not just large companies.

Myth 5. Consumers do not remember outdoor advertising

This myth is disproved by numerous studies. For example, according to surveys, more than 70% of consumers consider Digital Out Of Home (DOOH) advertising modern and attention-grabbing, and 76% of respondents note that it is dynamic content on LED billboards that stimulates them to take action. Video ads, animation, and interactive elements make information more noticeable and memorable than traditional static boards.

In addition, modern digital signage players and DOOH software allow you to adapt content for a specific audience, which increases the relevance and impact of the advertising message. Thanks to this, brands receive not only reach but also real feedback from consumers.

Myth 6. Only the “A” side is effective in outdoor advertising

It is often believed that only one side of an advertising medium—the so-called “A” side—delivers maximum results. However, this is not a universal rule. The visibility and reach of each side depend on many factors: the direction of traffic flow, traffic intensity, the presence of traffic lights, congestion, pedestrian zones, and the features of the surrounding infrastructure.

Modern advertising screens that use LED screen software allow advertisers to carefully analyze traffic and choose the optimal sides for placement. Thanks to centralized video management systems, it is possible to efficiently control content on both surfaces of the medium, adapting messages for different audiences. Often, both sides of the structure are used to achieve different campaign goals, for example, to increase brand awareness and to stimulate action.

Media planning in DOOH networks takes all location nuances into account. Using DOOH Display Solutions helps to obtain analytics on reach and audience interaction with each side of the screen, which allows for optimizing placement and increasing the effectiveness of advertising investments.

Myth 7. DOOH advertising is suitable only for large cities

Some believe that digital advertising screens and DOOH networks are effective only in megacities with heavy traffic. However, modern technologies make it possible to implement DOOH Display Solutions even in small towns and on local routes. Thanks to LED screen software and centralized video management systems, advertisers can manage content remotely and adapt it to the specifics of the local audience.

In small settlements, digital screens are often placed at strategic points—near supermarkets, transport hubs, or popular recreation areas. This allows brands to achieve high levels of recognition even outside large cities, and DOOH advertising becomes accessible for local businesses.

Myth 8. Managing a network of screens is complicated and requires constant presence of technical staff

Modern centralized video management systems have greatly simplified working with DOOH networks. LED screen software allows you to remotely upload and update video content on dozens or even hundreds of advertising screens simultaneously. This means that you do not need to constantly involve technical specialists on site to manage the network.

DOOH Display Solutions automate many processes: from scheduling displays to collecting statistics on views and audience interaction. Thanks to this, even small companies can effectively use DOOH advertising without spending resources on complex technical maintenance. Modern advertising screens and LED screen software open up new opportunities for businesses of any scale.

Advertising screens that create atmosphere in the evening city

Imagine an evening city where every LED screen is not just a source of light, but a window into the modern world of communications. Here, advertising no longer looks like random noise, but becomes part of the city’s rhythm, harmoniously woven into everyday life, emphasizing the atmosphere of the streets and even creating a mood.

DOOH advertising, managed through a centralized video management system, allows brands to be closer to people, to speak to them in the language of the moment. LED screen software helps quickly change messages, adapting to the weather, time of day, or city events. DOOH networks and modern DOOH Display Solutions enable businesses not just to convey information, but to create real urban stories that remain in memory.

Thus, advertising turns into a space for dialogue, inspiration, and mutual understanding. It becomes a living part of the city, glowing in the evening air, and every passerby can find something of their own in this glow—a thought, an emotion, or even a new beginning.


Advision — Content Management System for remote management and media planning of video and audio content broadcast. We help offline businesses and advertising companies automate workflows and implement reliable Digital Signage infrastructure using our own software and hardware solutions.

Contact us and we will help you implement the most modern technologies to solve your problems!