Outdoor advertising is advertising that reaches people outside their homes: on scaffolding and facades, on posters and screens, at stops, in stations and on trams. The industry calls it out-of-home, or OOH. The surfaces it runs on are called out-of-home media.
This guide explains how outdoor advertising works, which formats exist in Switzerland and how to choose the right one.
Why outdoor advertising?
Outdoor advertising cannot be clicked away, skipped or blocked. It sits where people move and is seen by everyone who passes, every day of the campaign. That gives it three strengths:
- Reach: a large surface at a busy junction is seen by a great many people every day. At Riehenring 141 in Basel, for example, it is 39'851 contacts per day.
- Repetition: people take the same routes every day. They see your message again and again, and that builds recall.
- Presence and trust: a brand that is visible in the cityscape feels real and tangible.
Outdoor also makes other channels work harder. Many people see a brand on the street first and look it up online later. More on our page about OOH in the media mix.
The main out-of-home media in Switzerland
Scaffolding advertising
Large-format banners on the scaffolding of buildings under renovation. Scaffolding surfaces are among the largest advertising spaces in a city and are often in places where there is no other advertising. The period follows the construction phase. More under scaffolding advertising.
Facade advertising
Banners on facades and gable walls that stay up for longer. The steady format that builds awareness through repetition. More under facade advertising.
Posters
Poster sites on streets, at stations and at stops, in Switzerland often in the classic Swiss "Weltformat". Posters are usually booked as a network across a city, a region or the whole country.
Digital out-of-home (DOOH)
Screens in public space, for example in stations or shopping centres. You book a share of the airtime and can change the message during the campaign.
Transit advertising
Advertising on and in trams, buses and trains, and at stations. The message travels through the city, and people waiting at stops have time to look.
Hyde Media specialises in the large formats: scaffolding and facade advertising. See an overview of what we offer under services.
How do you choose the right format?
Start by asking who you want to reach and how those people move.
- Launching something and need a lot of attention fast? A large scaffolding site at a busy junction is the first choice.
- Want to build awareness over months? A facade is a better fit.
- Need broad presence across many neighbourhoods? A poster network covers many sites.
- Does your message change often? Digital screens allow changes without reprinting.
For a detailed comparison of the two large formats, see Scaffolding vs. facade.
What does outdoor advertising cost?
The price depends on site, size, period and production. A large surface at a busy junction costs more than a single poster, but it offers a different kind of visibility. So compare not only the total price but also the price per 1,000 contacts (CPM). At Hyde Media, prices are provided on request. You can calculate the contacts for different campaign periods in the campaign calculator.
Does outdoor advertising need a permit?
Large-format advertising in Switzerland generally requires a permit. Who is responsible and which conditions apply differs by canton and municipality. Hyde Media handles the permit process for scaffolding and facade advertising. Our article on permits for scaffolding advertising in Switzerland gives an overview.
How to get started
- Decide who you want to reach, and in which city or neighbourhood.
- Choose the format based on goal, period and budget.
- See the available surfaces with size, contacts and period under Sites.
- Allow enough lead time. From booking to banner shows what a realistic timeline looks like.
- Decide before launch how you will measure success.
The key terms are explained briefly in the glossary.
FAQ
What is the difference between outdoor advertising and OOH?
There is none. OOH stands for "out-of-home" and is the internationally used term for outdoor advertising, meaning advertising that reaches people outside their homes.
What types of outdoor advertising are there?
The main formats include scaffolding advertising, facade advertising, posters, digital out-of-home (DOOH) and transit advertising.
Who is outdoor advertising for?
Brands that want to be visible in a city or region: for launches, openings, seasonal campaigns, employer branding or long-term brand building.
How long does an outdoor campaign run?
It depends on the format. At Hyde Media the minimum booking for scaffolding and facade advertising is four weeks.
Thinking about getting started with outdoor advertising? Contact us and we will show you which surfaces fit your goal.
