With the constant innovations of advertising in new media, it’s easy to forget the tried and true forms of advertising that once dominated media buys. The old fashioned billboard tends to be plastered with text and ugly graphics, but there are pioneers who are pushing the limits of a once conservative business. Here are 16 creative billboards that step out of the bounds of an old media:

(Images via danvertising, artatm)

Billboards can do something even the most complicated online display advertising can – and that’s break through the boundaries and become truly interactive with the real world. There’s something about the tactile nature of this kind of ad that impels one to talk about it with friends.

(Images via andersonf, toxel, mymodernmet)

Sometimes it’s not what’s on the billboard, but rather how empty space is used. Removing part of a billboard to make a point is wonderful because it’s both eye catching, and shows that the advertiser took the time to study the environment the billboard would inhabit, and stylized it to interact uniquely.

(Images via inquisitr, billboardom, billboardom, fistofblog)

It’s amazing what you can do with a simple rectangle, and bringing in a little creativity with shape and texture can make a typically two dimensional ad medium really pop out. People expect something from a boring billboard, so it’s great when those expectations are ruined.

(Images via geekologie, greensboring, viviangrant, greensboring)

Bloom supermarkets have pioneered the most interactive billboards yet, by creating two different billboards that emit smells into the surrounding area. The first such billboard wafted steak scents for passing motorists, and the second incorporated a fallen muffin and wonderful blueberry muffin smells.

(Images via dailygalaxy, otakuchick)

Billboards can be a surprisingly effective platform (literally) for environmental causes, as exemplified by these creative setups, which destroy expectations of what’s possible with a rectangular space.

(Images via davewilliamsdesigns, thecrapbox, pedrogoico)

These billboards truly step off the board and enter the real world with their off the wall uses of 3 dimensional features. Figures escape the boundaries of the ad and become compelling entertainment.