It is considered that the improvement and long-term development of innovation and technology, including the way of life itself, requires constant changes in all areas of human activity. Outdoor advertising is also special in that it is available to its users on all weather conditions and occasions. People are social and curious creatures that move much beyond confined spaces and everyday relationships. From all sides they were “bombarded” with advertisements through many media channels, and it became extremely difficult to isolate themselves from the mass of brands and be noticed. This is where innovative forms of external advertising come into play. Creative posters or billboards get caught in driving, walking or recreation. Changing in the cabins of frequented beaches is more fun with an interesting advertisement or message. Even dumping trash in painted, unusual buckets makes an impression. Thanks to new technologies, outdoor advertising (OOH) is experiencing constant development and is becoming more efficient over time. Today, unlike before, it is possible to measure the effectiveness of advertising using digital technology and software solutions.