## 2 Materials and Methods  
There are several methods with which we can analyse the impact of outdoor advertising on consumer behaviour. A mapping service is a technology that can be used to determine the location of outdoor advertising, as well as to analyse data from various sources such as census data, traffic patterns, and demographics. Another method of heat mapping is a technique used to identify the most effective locations for outdoor advertising. Data such as traffic patterns, demographic information, and other relevant details can be used to identify areas that are more likely to be exposed to an advertisement. An eye-tracking analysis is another method that involves the use of eye-tracking technology to measure where viewers are looking when they encounter outdoor advertising. This can provide valuable insight into which elements of an advertisement are most effective. By tracking the eye movements of viewers, researchers can determine which elements of the ad are attracting attention, how long viewers are looking at different parts of the ad, and how the ad is affecting their overall impression. Classic marketing methods of surveys can also be used. Surveys can be conducted to determine the effectiveness of outdoor advertising. Questions can be asked to gauge how viewers responded to specific elements of an advertisement, as well as to determine if the ad was memorable [43; 44; 45]. In this study, we combined and used all of these methods, and thus, we created a sequence of steps in which the usage of methods is highlighted (Figure 1). Following each of these steps contributed to reaching the main goal of the article. The first step consists of the identification of routes of the selected city, which is the city of Zilina. Identifying the routes of the Slovakian city of Zilina, we employed Google Maps to distinguish the external and internal circuits. Our subsequent task was to assess the density of outdoor advertisements by personally traversing the predetermined sections of the outer and inner circuits. Our analysis of the situation in Zilina allowed us to determine the prevalence of outdoor advertisements. The inner circuit consists of the following streets (Figure 2): Legionarska-J. M. Hurbana-Kalov-P. O. Hviezdoslava-1. Maja-Vel'ka Okruzana. In the inner circuit, 29 large-format advertisements were recorded: 28 billboards and 1 bigboard. Over time, some outdoor advertising can disappear due to many factors, such as weather damage, vandalism, or changes in the environment. The materials used in outdoor advertising are usually not designed to last forever, so they can deteriorate over time. Thus, we conducted a second analysis that revealed that 4 billboards had been removed in the meantime. Of the 25 large-format advertisements located on route, compared with the original analysis, the following was recorded: 10 same advertisements; 8 advertisements from the same advertiser but different advertisements (the company remained the same, but the product, visual, etc. changed); and 7 other advertisements. The outer circuit consists of the following streets (Figure 3): Kosicka-Na Horevazi-Lavobrezna-Estakada-Rajecka. This circuit had 72 large-format advertisements, of which 55 were billboards, 16 were bigboards, and 1 was a megaboard. Figure 1: Methodology of the research. Figure 3: Outer circuit of selected roads. Figure 2: Inner circuit of selected roads. Again, due to the same assumption as for the inner circuit, we conducted a second analysis. The analysis revealed that 4 billboards had been removed. Compared with the original analysis, the outer circuit now had 15 same advertisements; 10 advertisements from the same advertiser but a different advertisement; and 43 other advertisements or empty advertising carriers. It is evident that the advertisements on the outer circuit have changed significantly during the period between the first and second analyses. Almost 80% of the 72 analysed advertisements were changed or removed.