It was a very long time ago. Before each test in high school, we would huddle together in a tight group that had to be separated almost by force, and when asked: Why are you sitting like this? we would invariably answer: Strength in numbers, Professor.

Nice to reminisce... at least it was funny.

And in advertising, just like in life... but it's not funny at all.

Fences covered with advertising tapes, each in a different format, on various materials, in diverse colors, dirty facades with dozens of signs screwed in different places, long-forgotten investments poorly concealed by many hanging advertisements, rows of signs
in various formats, placed along the road.

I'm ignoring the fact that these advertisements are usually dirty, damaged, poorly designed, and illegal. Those are different problems. I'm talking about the fundamental issue, which is their concentration in one place.

A few years ago, I took this photo as an example of the road authorities' thoughtlessness:

On a 300m stretch, 12 road signs were placed. At a speed limit of 70 km/h, we cover this distance in 15.4 seconds, meaning we have less than 1.3 seconds to remember each road sign. Memorizing this is a task for Sherlock Holmes.

Road signs have the advantage of being well-designed, and besides, every driver knows them.
But what happens when instead of signs there are advertisements - each one different, each loaded with content to the limits of possibility? Not even Sherlock Holmes would remember that.

What is the effect of such advertising? Minimal. It may happen that someone accidentally becomes familiar with the message. But this will be a case incomparable to the effectiveness of good outdoor advertising.

And the losses, apart from money thrown away?
The worst is probably the loss of image.