Many companies are beginning to advertise on roofs. With the popularity of satellite images, more rooftops are seen by people around the world than ever before. Since many satellite images of neighborhoods are only updated every few years, companies see these ad dollars as having long term effect. Homeowners, who are now finding it difficult to tap into their homes’ equity, can secure extra cash by renting roof space. They often negotiate a new roof into the deal, although the shingle colors are the advertisers’ choice. Critics claim this is an unsightly neighborhood intrusion, but since no one foresaw this move it was never prevented in most neighborhood or city regulations.