Permanents are the WOW factor in Out-of-Home. Locations are so high profile that they often exceed their function as an advertising platform to become branded landmarks. Size varies depending on location but tends to be large and high profile. Located in high visibility, high traffic areas, they are typically used for longer term campaigns in which an advertiser wants to dominate a critical pathway within a city or major highway. Key locations are highly coveted and may be sold on a long-term basis.