AWS Outdoor Advertising Switzerland is optimistic about the future

The Swiss Outdoor Advertising Association (AWS) can look back on a successful 2025. At the general meeting held on February 4, 2026, in Zurich, the focus was on joint industry marketing, media research, and the political framework. The industry makes an important contribution to high-quality analog and digital outdoor advertising solutions in public spaces.

Out-of-home media outperformed other media in 2025—a trend that is expected to continue in 2026. The association views the future of this medium positively: Out-of-home advertising enjoys a high level of acceptance among the general public, reaches mobile and young target groups, and, as the last true mass medium, has the most favorable carbon footprint of all advertising media. Furthermore, it stands out in cross-media comparisons thanks to its attractive price-performance ratio.

Screen7 Strengthens the Association

Screen7, a young DOOH startup, is joining the Swiss Outdoor Advertising Association (AWS). The company supports the AWS’s goals of further developing the outdoor advertising market across its entire spectrum. A total of ten outdoor advertising companies are now members of the AWS, working together to promote high-quality and efficient analog and digital advertising solutions.

Focus on the Political Framework

The association’s activities in 2026 will focus in particular on opposing bans and restrictions on outdoor advertising. Organizations and individuals can join the group initiated by the AWS, «Per poster»Join for free and use your voice to support the poster. The «Pro Plakat» online platform plays a central role in this effort, serving as a reference for advertisers, agencies, policymakers, the media, and the general public.".

Strong Category Marketing

AWS continues to engage in strong category marketing. This includes, among other things, the industry event «WOOHW!», which will take place in Zurich on March 4, 2027, under the joint sponsorship of the AWS, and will feature a conference and the presentation of the «Swiss Out of Home Awards.» In addition, the AWS contributes to the cross-border trade magazine «OOH!». The free e-paper is published four times a year and provides information on developments in the out-of-home media sector in Germany, Austria, and Switzerland.