• En-Et

In the following, we outline the rules of digital outdoor advertising by the Estonian Association of Outdoor Media Companies, to which digital design must comply.

1. The information displayed on outdoor screens (hereinafter digital posters) must be designed in such a way that it does not disturb or mislead the road user.
2. The digital poster must not have a high contrast or color difference in background changes. The length of the digital poster presentation is 10 seconds.
3. Flashing, fast-moving or intentionally startling animations/effects/elements in the design are not allowed.
4. It is not permitted to display content that results in the entire design moving in a continuous and rapid motion at once, except when changing a digital poster. For example, movie trailers or TV commercials are not allowed.
5. Background exchanges between advertisers must be smooth, using internationally recognized fade-in/fade-out, crossfade or similar defrosting techniques. NB! JCDecaux automatically inserts the crossfade transition between advertisers itself.

JCDecaux must confirm the suitability of the client's promotional material for its channel.


The digital poster displayed on the outdoor media screen is a 10-second lightly animated design. The JCDecaux network of digital screens is aimed at car users and advertising is noticed on the move. An average person sees an ad on the street for 2 seconds at a random moment. Therefore, the main message of the ad should be clear in a few seconds without seeing the total length of the ad. In order for an advertiser to be recognized and remembered, it is important that the logo and / or product be visible on the digital poster at all times. Use color contrasts wisely to make your message even more visible.


Digital posters work better with the number of elements optimized, a short message, and a simple font. Focus the ad on one idea and present the main message large enough, small text is not easy to read on the screen. Large and clear elements are more visible.