户外广告应该是所有广告形式中历史最为悠久的,从庞贝古城的墙壁告示到随商业而出现的各种店面招牌、灯笼与旗帜等都可以说是户外广告的原始形式。但是随着科技的发展,新的广告形式层出不穷,户外广告无论是在效果测定、价值评估还是计划统筹上,都已落后于电视、报纸和杂志等其他广告形式。 Outdoor advertisements should be among the oldest in all forms of advertising, from the walls of Pompeii to the various storefront signs, lanterns and flags that appear along the way to commerce, as the original form of outdoor advertising. However, with the development of science and technology, new forms of advertising are emerging. Outdoor advertising lags behind other forms of advertising such as television, newspapers and magazines, both in terms of performance measurement, valuation and planning.