An urban panel is a broad description of media format, but essentially, it’s distinct from billboards as a ground-level panel that is either free-standing or fixed to city-scape features (like shelters, bins, poles, power boxes, etc.).
Since it’s ground level, this format is a great way to reach pedestrian commuters (as well as vehicular if they’re near to the roads). But some also have other unique benefits – depending on their fixtures. In Sydney & Adelaide for example, there are street-side electric vehicle charging stations which are perfect for speaking to premium audiences (regardless of whether they own an EV).
You can also find urban panels around tram stations or in street-malls with concentrated foot-traffic. While these screens may not have the benefits of long exposure times – with people bustling past or around them, they generally make up for it by being very vibrant, high resolution and eye-catching. In fact, they often make the city look a little prettier.