Billboard stands out in form. Among other methods of public communication, it distinguishes itself by size, hence the Polish nomenclature itself indicates its uniqueness: “mega-poster”. MEGA. It becomes an element of space, thus adding new value as a landscape element, co-defining it. In nature, it can take a dominant position relative to its surroundings. In urban space, it can be one of many elements, limiting communication and persuasion possibilities to recipients.
It's out of home. Outside, publicly, in space.

Out of Home

Studies on the noticeability of billboard messages indicate that the exposure of a billboard affects how it is perceived. Out of home: a single billboard located in the city is unnoticeable, while location outside buildings increases the chances of effectively carrying the message. On the other hand, billboards are permanent elements that could be compared to buildings. They are a constant element of the landscape, if only because of the specifics of the technology. For its regulars, the city becomes "its own “space, thanks to durability and a sense of stability (this "duration” assumes stability). Therefore, billboards as permanent elements can co-create the character of the city.

Form

However, studies have shown that passers-by do not notice mega-posters as reference points for space. Advertising is an integral part of it, merging with it. As a potential reason, one can cite that billboards, as carriers of persuasion and public communication, systematically undergo changes, which is why they do not participate in building stability, constituting a less permanent construct in the city. Perception is also conditioned by how recipients move around the city: the reaction of a pedestrian who perceives space from a low perspective will be different, differently from public transport where one is higher but fellow travelers (to put it bluntly: the crowd) will change perception, and differently also for a car driver focused on the road (hopefully!), often traversing it in traffic and stress. This is also important for message creators. Studies indicate that in the city, it's the message (not the form of publication) that determines whether a billboard will be noticed and remembered.

Understanding the perception of space facilitates accurate selection of out of home communication forms. In the excess of information, content is the first value. The second is the context of its transmission. In the world of sales and marketing, precise targeting is a priority, so when choosing media for campaigns, it's worth choosing accurately. By understanding the perception of form and selecting the appropriate space, the message will be better understood, and its effectiveness higher.

Order

Subsequent landscape resolutions give hope that they will create a place for billboards as a permanent element of the city's fabric, but on such terms that the aesthetics of the space remain intact. The consistency of the message, with the MEGA form and blending into the city's fabric is difficult. Additionally, the rhythm of the city, especially a large one, where movement and rush mix in the current of flowing people, does not always harmonize with the almost majestically lasting billboard. Technology will help here. Unobtrusive screens pulsating in harmony with the city allow for communication consistent with the rhythm of space. Soon, further studies will be necessary to update the perception of such messages in the city's fabric. Spatial order is certainly a subjective matter, just as the perception of billboards is not the same for everyone. Nevertheless, certain principles can bring order, especially since the MEGA-poster, by its size alone, subordinates space to itself, having great importance in its organization and giving meaning. Sometimes one can encounter the opinion that it forces its position, almost violently (because bigger = stronger).

Communication

The billboard, thanks to WHAT it is (MEGA format) and HOW it is (content), fits into public communication. Whether by blending into the space or dominating it - it is a strong carrier of messages. Inserted into the principles of spatial order enacted in cities, it becomes "one of many", it will have less and less significance. Additionally, the poster also seems to be unable to keep up with the rhythm that resonates in the 21st century, so it evolves towards a moving image consistent with the city's fabric. In nature, however, it dominates, gaining importance as a reference point in a given area.

If you're interested in the topic of research on billboard perception, I recommend the materials that served as inspiration for the above reflections:

Małgorzata Jakiel, "Advertising in city space - selected issues of >>billboard visibility<<", Materials from the conference titled Metropolization: real problems - potential solutions, which took place on April 19-20, 2013 at the Faculty of Law, Administration and Economics of the University of Wrocław. Conference organized by the Interdisciplinary Student Circle for Administration Development "ISKRA", http://przeglad.prawo.uni.wroc.pl/wp-content/uploads/2014/06/Jakiel_PAP_nr_2_2013.pdf

Czesław Robotycki, “Art and persuasion of so-called billboards”, Polish Folk Art - Contexts 1997 vol.51 no.3-4