Outdoor advertising is a very narrow area of marketing, or just one part of the marketing mix. Many products and services, in order to be sold, require a much broader marketing approach than that provided solely by outdoor advertising. In order to successfully and reasonably discuss the impact and importance of outdoor advertising, it is necessary to address the consumer first. Simply put, the consumer is the person who consumes a particular product or service and is most often in the role of the customer. Psychologists, sociologists, marketing and communication professionals have devoted a great deal of effort to the publication of literature that helps to understand consumers more fully. His emotions, perception, motives, attitudes, gender difference, lifestyle, the importance of the group, socialization and personalization, age and many other circumstances all received great importance. The communication, ethical and historical factors and circumstances of advertising have also been clarified. How does one create attention and appeal to the consumer? What is outdoor advertising, how was it created, for what purpose? Is it cost effective? What are the positives and negatives? How are marketing activities integrated into public relations campaigns? The answers to these questions are offered by the theoretical part of the paper in order to obtain a better approach to the results of the research of the attitudes of public relations practitioners and experts of outdoor advertising on the current and future state of outdoor advertising in the market.