Advertising towers can be designed as free-standing tubular steel or steel lattice towers, or as part of a building. In the latter case, advertising towers are usually designed in the same way as the building itself, i.e. also massive.
Because of the often large signs, an advertising tower must be able to withstand high wind pressure. Today, advertising towers also carry antennas for cellular communications. Dedicated advertising towers have existed in Germany for a long time, for example the Bayer Cross in Leverkusen from 1958, which was attached to ropes between two towers , or the advertising tower of the Ford works in Cologne from 1951. The Ford tower was 112 m high and had a steel frame construction executed. A rotating globe with the Ford logo formed the top.