## 1 Introduction
There are several factors impacting the use of outdoor advertising from the point of view of advertisers. Most vocal are the following:  
* Location: Outdoor advertising is most effective when it is placed in areas where it will be seen by the largest number of people. High-traffic areas, such as major highways and intersections, are the most common location for outdoor advertising [32; 33]. * Visibility: Outdoor advertising must be seen in order to be effective. Factors such as size, brightness, and contrast can all influence how visible an advertisement is [34; 35]. * Weather: Weather can impact the visibility of outdoor advertising, as well as how long it lasts. Rain and wind can cause signs to fade or become damaged over time, reducing their effectiveness [36]. * Cost: Outdoor advertising can be expensive, and this can be a major factor in determining whether a company opts to use it [21; 24]. * Target Audience: Companies should consider the demographics and interests of their target audience when selecting their outdoor advertising locations. This will help ensure that the advertisement reaches the right people [37; 38]. Outdoor advertising can have a powerful impact on consumer behaviour. It can serve as a reminder of brand presence, create brand awareness, and influence brand recognition and loyalty. Outdoor advertising can also encourage impulse buying and provide information about special offers, new products, and services. Additionally, it can be used to increase customer engagement and to create a sense of urgency. Outdoor advertising can also create positive associations with a brand, making it more likely that consumers will think of the brand when making purchase decisions. It can drive traffic to a website or physical location and increase overall sales [39; 40]. Several determinants of outdoor advertising play a role in consumer decision making, including the location of the advertisement, the message conveyed, the size and design of the ad, and the target audience. The location of an advertisement can have a significant effect on the visibility of the ad, as well as its ability to reach the intended audience. The message an ad conveys is also important, as it helps to shape the consumer's perception of the product or service being advertised. The size and design of an ad can also influence its effectiveness, as an ad that stands out and is easily recognizable can have a greater impact. The target audience of an ad is also critical, as it can influence the types of images, language, and overall message used to appeal to the intended demographic [16; 41; 42]. Based on a review of the open access publications that we conducted in this article, we can summarize the scope of research regarding outdoor advertising as follows:  
Many studies deal with the right placement of outdoor advertising, its visuals, costs, and regulation [11; 12; 15; 16; 21; 32; 41]. A lot of authors perceive outdoor advertising as visual smog and deal with its negative impact on the environment and society [10; 13; 20; 27; 28]. Other studies deal with how outdoor advertising promotes the language and culture of chosen regions such as Malaysia [18], the disparities of the outdoor advertising when aimed on different racial and ethnic groups in the USA or Indonesia [19; 25; 37], or unethical content in outdoor advertising and its negative social impact [33; 34]. Further research is focused on the impact of outdoor advertising on driving or riding experience [14; 36]. We found only three articles that examined the influence of outdoor advertising on purchasing decisions and the targeting of outdoor advertising for the right customer [26; 38; 40]. This means that, as a conclusion from the conducted analysis of given articles, we identified the following research information gaps dedicated to the impact of outdoor advertising on consumer behaviour:  
1. Lack of data on the long-term impact of outdoor advertising on consumer behaviour;
2. Lack of information on the influence of outdoor advertising on different demographic groups;
3.