Discovering the characteristics of the market you wish to target is the first step. Are you in a market with high demand, like Houston? Highway billboards may be the best option. A campaign in a major metro area, like New York City or Washington, D.C., will gain from street-level messages that are more noticeable to walkers and stationary traffic. There are hundreds of distinct formats for outside-the-home advertising, each with its own advantages and benefits for getting your message in front of the appropriate audience at the appropriate time and location.