The term "display" has two main meanings in marketing and advertising. Firstly, it refers to a point-of-sale display used to showcase products or promotional materials in order to attract consumer attention and stimulate purchases. These displays can range from simple shelves to more elaborate structures strategically placed within stores. Secondly, in digital advertising, "display" encompasses visual and audio advertising formats broadcast online, such as banners and videos, excluding social media, where they are distinct from text-based sponsored links known as "search."

An outdoor advertising company is a business specializing in outdoor advertising. It provides advertisers and communication agencies with a network of strategically located advertising spaces. The company manages the rental, installation, and maintenance of the posters, while also compensating the owners of the spaces used. Its role is essential to ensuring the effective dissemination of advertising messages to the target audience.

In the media landscape, outdoor advertising holds a prominent position alongside television, print media, radio, cinema, and the internet. In 2013, according to data from France Pub - Irep, advertising investments in outdoor advertising represented 12.3%, or €1.3 billion. This medium ranked fourth in terms of importance, behind television, print media, and the internet. Outdoor advertising comes in a variety of formats, the most widespread being the poster. Sometimes called "outdoor," this medium is omnipresent in our daily visual environment.