Switzerland is a distinctive market for outdoor advertising. The country is small but diverse: several national languages, strong cities with their own character, and a federal system in which cantons and municipalities regulate a great deal themselves. To succeed with out-of-home (OOH) here, you need to know these particularities.

This guide gives you an overview.

What makes Switzerland different

Several language regions

German, French, Italian and Romansh are national languages. A campaign meant to run nationally therefore often needs several language versions. Even within one region it pays to look at the audience: in Basel, for example, many people commute in from France and Germany. Strong visuals with little text work best across language borders.

Federalism and local rules

Advertising is subject not only to federal law but also to cantonal and municipal rules. Who is responsible, and which conditions apply, differs from canton to canton and municipality to municipality. For advertisers this means: plan for permits, or work with a partner who handles them. For scaffolding and facade advertising, Hyde Media takes care of the entire permit process. We give an overview in our article on permits for scaffolding advertising in Switzerland.

Strong cities with their own profile

Zurich is the country's largest city and its economic centre. Geneva has an international character, Bern is the federal city, and Basel combines trade fairs, life sciences and culture in the tri-border area. Each city has its own audience and its own traffic flows. For a direct comparison of two markets, see Basel vs. Zurich.

The main OOH formats in Switzerland

  • Posters: classic poster sites on streets, at stations and at stops, usually booked as a network across a city or region.
  • Digital out-of-home (DOOH): screens in public space where you book a share of the airtime.
  • Transit advertising: advertising on and in trams, buses and trains, and at stations.
  • Scaffolding advertising: large-format banners on the scaffolding of buildings under renovation. More under scaffolding advertising.
  • Facade advertising: banners on facades and gable walls for longer periods. More under facade advertising.

Hyde Media specialises in the large formats: scaffolding and facade advertising, based in Basel. You will find our current surfaces under Sites.

Planning in five steps

1. Define audience and region

Who do you want to reach, and where does that audience move? A national campaign needs different planning from a campaign for a single city or neighbourhood.

2. Choose the format for the goal

For a launch that needs a lot of attention quickly, a large scaffolding site is a good fit. For brand building over months, a facade. For broad coverage, a poster network. Many campaigns combine several formats.

3. Evaluate the sites

Look at contacts per day, visibility from different directions, dwell time at traffic lights and stops, and the surroundings. With the campaign calculator you can calculate the contacts for different campaign lengths.

4. Draw up a timeline

Work backwards from your start date: site selection, contract, design, print files, a permit where needed, print and installation. We describe the process in detail in From booking to banner.

5. Measure success

Decide before launch how you will measure success. See How to measure your OOH campaign success for tips.

Recommendation: start with one city

If you are working with large-format outdoor advertising for the first time, start in one city with a clear goal. You will learn which sites and messages work, and can then expand to other cities in a targeted way.

FAQ

How much does outdoor advertising cost in Switzerland?

It depends on format, site, size, period and production. At Hyde Media, prices are provided on request and tailored to your campaign.

Does outdoor advertising in Switzerland need a permit?

Large-format advertising generally requires a permit. Responsibilities and conditions differ by canton and municipality. Hyde Media handles the application for you.

Which language should I advertise in?

In the language of the region where the campaign runs. In Basel that is German, although part of the audience comes from France and Germany. Strong visuals with little text work across language borders.

Planning a campaign in Switzerland? Contact us and we will advise you on format, site and timing.