Out of home (OOH) is focused on marketing to consumers when they are “on the go” in public places, transit hubs, highways, or in specific commercial locations, like a retail mall. Outdoor advertising formats fall into four main categories: billboards, street furniture, transit, and alternative (e.g. vendor cart umbrellas or pizza box tops.) OOH can be used to strategically reach a demographic segment like airline travelers, or people that travel commuter rail. It can help enhance a media plan, by reaching consumers during an activity that is devoid of other forms of advertising for greatest share of voice, or be used as a stand alone entity to reach a targeted group with a business or service message at relatively low cost.