Tuesday, April 7, 2026
Past and present of outdoor advertising: keys to understanding its evolution
2026Visual CommunicationSignage & digital displays
A historical perspective to understand the urban outdoor environment
We remember the conference that took place during the last edition of C!Print Madrid where Maria Ángeles Varvaró He presented an idea that contrasts with many current discourses: outdoor advertising isn't evolving… it's recalling what it has always been. Long before brands and campaigns, it already existed as a visual language. Signs, symbols, impacts in public spaces designed for a single purpose: to capture attention in seconds. Exactly the same challenge as today. But the most interesting thing isn't the past, but what it reveals about the present. Because many of the things we call innovation today—experiences, integration with the environment—were already being done more than 100 years ago. With less technology, but with the same logic: to stand out in the city.
If you work in communications, outdoor advertising, or retail, this journey provides context. And understanding that context changes how you view the media today. Don't miss the full conference:
Interview with María Angeles Varvaró: "I would like the regulations to be more flexible, since unifying criteria for a medium like signage is extremely complex."
María Ángeles Varvaró has worked in the outdoor advertising industry for 26 years and since 2018 has directed AdOOH Comunicación, where she develops specialized outdoor advertising planning for agencies and SMEs. She combines her current work with historical research on the medium, participating in projects that highlight its development. She has also created an archive of images and documents specializing in the history of outdoor advertising.
How did the idea of creating this retrospective on signage in Spain come about?
I've been collecting vintage outdoor advertising images for many years, and many of them feature signs for both businesses and commercial advertisements. It's a very dynamic medium: each piece is different and has evolved with every technological advancement. It adapts easily and remains essential for communicating on the street. I always say it's the "true king of the street" when it comes to advertising.
What support systems or ideas that are no longer being put into practice would you love to bring back?
Right now, many things are difficult to do because of regulations. In the past, much riskier structures were installed. Today, everything is more regulated, but at the same time, some regulations should be reviewed because they only hinder work in a sector that has always been concerned with helping businesses. I would like the regulations to be more flexible, since unifying criteria for a medium like signage is extremely complex.
What do you think the future of exterior signage should look like?
The sector must continue working on the ongoing improvement of structures, materials, and technology. Not everything will be digital, partly because regulations themselves prevent it. Therefore, exterior signage will remain fundamental for advertising and commercial communication for businesses.
Images belonging to the private archive of María Ángeles Varvaró