In the age of experiences and immediacy, brands strive more than ever to create memorable and impactful impressions. 

With this goal in mind, one of the strongest current trends in OOH advertising has emerged: temporary billboards. These formats appear in iconic locations for a limited time, creating unique campaigns that are hard to forget.

More than simple advertising, these temporary activations have become a strategic tool to connect emotionally with the audience, spark conversations, and enhance brand perception.

What Are Temporary Billboards?

Temporary billboards are advertising spaces installed on a provisional basis in strategic locations, often on historic buildings or areas with heavy tourist and urban traffic, taking advantage of renovations, restorations, or specific events that are not usually available, turning surfaces into exclusive advertising stages.

One of the most iconic examples can be found in Rome’s Trevi Fountain, where, during restoration works, large canvases were transformed into spectacular advertising spaces, taken over by luxury brands.

Why Are They Growing in Popularity?

The big question surrounding this type of outdoor advertising is why it has become so popular, given that the format itself is not new. The strength of the temporary billboard market lies in several key factors:

• Unique and unrepeatable locations: using spaces not normally available for permanent advertising allows brands to position themselves in usually inaccessible environments, such as historic monuments or landmark streets.
• High impact and visibility: thanks to their temporary nature and privileged, exclusive locations, these canvases become viral reference points, organically generating media coverage and social media content and delivering high impact and awareness at relatively low cost.
• Innovative business models: these campaigns not only enhance or disguise the visual impact of a restoration project, but often help finance part of the restoration or conservation efforts, creating a symbiotic relationship between brands, institutions, and the community.
• Exclusivity and premium perception: associating with iconic spaces strengthens a brand’s positioning and aspirational value in the eyes of consumers, being particularly relevant in industries such as luxury, fashion, and automotive.

Benefits and Challenges of Temporary Billboards for Brands

Like other innovative outdoor advertising formats, temporary billboards offer advantages that go far beyond visibility. Some of the most notable are:

• Large-scale visibility: installed in high-footfall and tourist-heavy areas, these canvases ensure the brand is seen by thousands of people every day, achieving significant reach.
• Cultural connection: by integrating into emblematic spaces, the brand is associated with heritage and local identity, creating a strong emotional bond with the community.
• Memorable campaigns: their ephemeral nature sparks curiosity and a sense of urgency that also motivates audiences to share the experience on social media.
• Strategic media mix enhancer: these campaigns also work as an excellent complement to digital and OOH advertising, amplifying reach and impact.

That said, despite their undeniable benefits, this format also presents challenges that brands should carefully consider before investing:

• Thorough planning: despite their appeal, these temporary activations require a well-defined strategy to maximize results in a short period.
• Permits and regulations: since they are often in protected environments, special authorizations are required, which can extend planning and execution timelines.
• High investment: the exclusivity of the locations and the premium nature of the format often mean higher costs compared to year-round advertising options.
• Precise timing: as these activations are time-limited, they must be aligned with global campaigns or key brand dates to maximize their impact.
• Sustainability commitment: ensuring the use of responsible materials and environmentally respectful processes is not only a legal requirement in many cases, but also a growing expectation among conscious consumers.

Conclusion: Temporality as a Strategic Advantage

Temporary billboards prove that outdoor advertising continues to reinvent itself to meet new consumer habits and audience expectations. Appearing in an iconic location for a limited time not only captures attention but also fosters connection, conversation, and long-lasting recall.

For any brand, it’s the opportunity to turn unique moments into memorable milestones within their narrative. The challenge? To plan with precision and creativity so that every impression truly counts.

Have you ever considered using this type of temporary billboard for your clients in their outdoor campaigns?

Contact us and we’ll give you all the information!