Expertise
Out-of-home and DOOH: the brand's presence in the public space.
Out-of-home advertising exposes the brand on daily journeys, in town, at the station or near points of sale. DOOH adds the possibilities of the screen: time-based scheduling and messages that can be changed quickly.
Two logics, one public space.
Traditional out-of-home displays printed visuals over a fixed period, with standardised formats and production lead times to anticipate. DOOH delivers messages on screens, in rotation with other advertisers, with scheduling possible by day and by hour and content that can be changed quickly.
What out-of-home brings to a plan.
Geographical coverage that can be controlled, from national down to a single catchment area, repetition of a message on the daily journeys of the same people, and proximity to the point of sale that makes it an effective reminder just before purchase. DOOH adds the possibility of adapting a message to the time of day or to current events.
When to use it.
- Opening or promotion of a point of sale.
- Campaign concentrated on a town or a catchment area.
- National launch that needs to be visible in the urban space.
- Adaptation of a TV campaign to the public space.
What we select and negotiate
The selection of networks and sites, from street furniture to stations and public transport, the geographical perimeter chosen around a town, a route or a point of sale, the formats suited to the context, the duration and weight of the campaign, as well as time-based scheduling and message rotation for DOOH. Technical specifications are passed on to the creative agency and terms are negotiated with the out-of-home companies.
Complementarities.
Out-of-home extends into the public space a film seen on TV, as for Bains de Lavey. Combined with local radio, it adds two proximity media in the same area. Coupled with mobile digital, it makes it possible to target online the people who move through the areas covered by the campaign.
Formats and environments.
- Standardised paper formats, from small local formats to very large formats.
- Digital screens in stations, shopping centres and urban spaces.
- Bus, tram and trolleybus wraps, inside and out.
- Street furniture, stations, airports and rural or mountain areas.
How we measure an out-of-home campaign.
Contacts and estimated reach on the target are based on the methodology of Swiss Poster Research Plus (SPR+), which links population mobility data to the location and visibility of the sites to establish reach, contacts, GRP and cost per contact. Since 2026, this measurement has aggregated the sites of six operators (APG|SGA, Goldbach Neo OOH, Swissplakat, horizon!, Format12 and Screen7), which widens the perimeter comparable from one plan to the next. For DOOH, the operator provides records of actual delivery. Effects on footfall at a point of sale or on web traffic are estimated by comparing areas, where the set-up permits.
References
Bains de Lavey adapted its summer TV campaign to out-of-home. SAWI used Geneva public transport and station screens to establish its brands in Geneva. Tille occupied the Lausanne urban space with trolleybuses and DOOH for its 70th anniversary.
FAQ
OOH refers to traditional out-of-home advertising on printed media. DOOH refers to advertising on digital screens, which allows scheduling by time slot and messages that can be changed quickly.
Yes. A selection of sites around a point of sale or in a town allows a visible presence with a concentrated budget.
The two are often combined: TV establishes the message with a wide audience, out-of-home recalls it on the ground, close to the place of purchase.