Outside where this medium of communications stands place on, which same as an effective billboard design is also about distance. In a car or walking, the physical relationship between your message and your audience is changing, in real time.
On outside or OOH advertisement, we have placement also on public bus, mini van and train. While on stores display we have store sign, shop panel, or even just a sun blind from typical banners and flag chains.
This outside placement therefore, we have to be conscientious of readability and has an key attraction to interrupt and engage , turns shopper whether or not they are in purchasing mindset