The Ancient Egyptians are believed to be the originators of out-of-home advertising, with the Ancient Greeks and Romans following after.

Still, this field has origins far more ancient than initially thought. 45,000-year-old cave art in Indonesia illustrates a pig. Although simple, the message carries, notifying others of life that can be hunted.

OOH may have traces tens of thousands of years in the past, but its rapid development began in 1450 with the printing press. From the 1400s to the 21st century, here’s a glimpse into the ways of the OOH forefathers and the digital newcomers.

The Beginning and the Middle

Johannes Gutenberg invented the printing press in 1450, making it possible to spread information to mass audiences rapidly without hand scribing. This gave rise to the handbill, or flier, the most basic form of advertising that started it all.

Things were relatively quiet for OOH until the 1800s, when the Industrial Revolution sparked massive growth in advertising. Posters and oversized versions directed passersby to local shops, with early strategic timing around rush hours.

More of the Middle, Nearing the End

The early 1900s normalized billboard advertising. Standard sizes were set, and with the invention of cars and new roadways, highway signage began cropping up across the United States.

OOH solidified as commonplace advertising as agencies formed to promote it, like the OAI, later merged with the OAAA. The U.S. government even used billboards to promote its messages.

The 1900s catalyzed OOH growth, ushering in the new age of out-of-home: DOOH (digital out-of-home).

The End (aka Now)

From the 2000s to today, the OOH industry has seen massive growth. The field has evolved from the meek but mighty printing press to digital formats like DOOH, augmented and virtual reality capabilities, and AI.