## 8 Conclusions  
The findings from this research provide clarity on various aspects of the influence of outdoor advertising on customers' purchasing decisions. It becomes evident that the impact of outdoor advertising on drivers is minimal during the experimental testing. Factors such as prevailing road conditions and traffic volume significantly influence drivers' perception of advertising. Consequently, it can be concluded that outdoor advertising is better suited for pedestrians or passengers in vehicles, especially in specific locations such as urban settings.  
This study aimed to determine the impact of outdoor advertising on customers' purchasing behaviour by employing A/B testing and assuming the role of drivers of personal vehicles. The research and experimental outcomes shed light on the extent of influence exerted by outdoor advertising on customers' purchasing decisions, particularly in the online realm. The study identified nine instances where a clear correlation between outdoor advertising and specific purchase decisions was evident, suggesting some (albeit low) likelihood of the influence of outdoor advertising on customer decisions.  
The results of the pre-experimental questionnaire highlight the significant factors that can impact customer decision-making and attention, including advertisement dimensions, colour schemes, and placement. In the online environment, customers' decision-making processes can be influenced by subtle details, especially when encountering unfamiliar brands or products. Outdoor advertising can have a similar effect on customers, but it requires the advertisement to be initially perceived and processed subconsciously.  
Marketers and advertising agencies need to consider various factors when devising strategies for outdoor advertising. The location and visually captivating nature of billboards, for example, can have a considerable influence on consumer purchasing decisions. However, the effectiveness of this impact depends on the advertisement being perceived by the consumer. Therefore, careful attention should be given to directing individual advertisements to drivers or pedestrians through precise site selection, appropriate frequency, and visually distinct content.  
For future research endeavours, it is recommended to leverage diverse technologies, such as EEG (electroencephalography) and FEA (functional eye-tracking analysis), to gather a greater volume of data. This research utilized an eye-tracking device, which collected data from a specific region. By harnessing multiple technologies, data can be obtained from various sensors, enabling comprehensive evaluation, comparison, and the identification of potential correlations. The intersection of marketing, advertising, and eye-tracking in the transportation field presents an intriguing and relatively unexplored area, offering ample room for further research and valuable measurements. The remarkable potential of outdoor advertising necessitates continual exploration and investigation.  
Conceptualization, R.M.; methodology, R.M.; software, R.M.; validation, R.M., R.C., N.S. and L.M.; formal analysis, R.C.; investigation, R.C. and N.S.; resources, R.M. and L.M.; data curation, R.C. and N.S.; writing--original draft preparation, R.C. and N.S.; writing--review and editing, R.C. and N.S.; visualization, R.M.; supervision, R.M.; project administration, R.M.; funding acquisition, R.M. All authors have read and agreed to the published version of the manuscript.  
This publication was created as a part of research projects the Operational Program Integrated Infrastructure 2014-2020 for the project: Innovative solutions for propulsion, energy, and safety components of means of transport, with ITMS project code 313011V334, co-financed from the resources of the European Regional Development Fund.  
Not applicable.  
The data of the resulting values of measurements are not publicly available. For further information regarding the data, contact the authors of this article.  
The authors declare no conflict of interest.