Out of Home advertising is advertising that reaches people in their everyday lives – on streets, squares, at stations, in shopping centres, grocery stores, shops and other public environments. Through visible and strategically placed media spaces, Out of Home advertising helps brands reach large audiences effectively, often close to purchase decisions or in places where the target audience moves every day. It is a powerful format for building awareness, creating reach and making messages visible in public spaces.

Bauer Media Outdoor offers a wide range of digital and classic advertising formats, from our national products Adshel and Digital Adshel to local formats where you want to be seen by a more niche audience or make a bold impression in a strategically selected location.

There’s no better way to spread your brand’s message than by advertising in public spaces. Whether through our market-leading Adshel network or modern digital formats, Out of Home advertising is impossible to miss — making it the perfect platform for strengthening brand awareness and increasing engagement on a local, regional and national level.

Bauer Media Outdoor’s Out of Home portfolio offers brands and agencies an innovative and flexible way to reach both target audiences and campaign objectives. One of the biggest strengths of Out of Home advertising is that it is experienced outside the home. Being seen against the backdrop of the “real” world helps brands create a sense of legitimacy. Studies show that when Out of Home advertising is included in a multimedia campaign, it can increase brand trust and loyalty by 26%. This is one of the reasons why Out of Home advertising is one of the most effective channels for creating a positive perception among target audiences.

Research also shows that Out of Home advertising can boost conversions across multiple channels. Exposure to Out of Home advertising leads to a 28% increase in in-store purchases and a 56% increase in online purchases. Mobile searches made outside the home are 38% more likely to lead to a purchase than searches made at home, giving advertisers even more opportunities to drive sales through Out of Home advertising.

_{Sources: The Moment for Trust, 2021; Talon Benchmark Studies; Posterscope Effectiveness Database, 2016–2020; The Point of Search, 2023.}

Bauer Media Outdoor has a national weekly reach of 86%, with nationwide visibility in 190 of Sweden’s municipalities and 120,000 advertising panels in attractive locations across urban environments, public transport and close to retail.

Our digital platform is present in the vast majority of Sweden’s 40 largest cities, and we are the only Out of Home operator with both digital and classic presence in all of Sweden’s top 30 cities.

Bauer Media Outdoor has long been a driving force within Out of Home advertising. We develop and create effective solutions together with our clients, with the aim of making brands visible where people move. Through our extensive expertise and national network of Out of Home media, we help brands plan, execute and optimise campaigns that make an impact.

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Through 120,000 classic and digital advertising panels across 190 of Sweden’s municipalities, Bauer Media Outdoor can offer the market’s best reach, with unmatched geographical coverage across all Out of Home environments. You can reach 86% of Sweden’s population in one week, and in Stockholm you can reach up to 90% of the city’s population.

On the Bauer Media Outdoor website, visit the Contact us page and fill in the form. One of our Out of Home experts will then get in touch to understand your goals, your target audience and your budget. Based on this information, we’ll have everything we need to create a tailored proposal for your Out of Home campaign.

Once we’ve developed the proposal based on your business objectives and budget, our team will present their recommendation. This step is simple and straightforward — we’ll select the most effective locations and formats for your campaign.

Then it’s time for you to decide. At this stage, you’ll have received a campaign recommendation, a clear quote and information about the campaign benefits, along with reach and audience insights. So the decision should be easy, right?

VAC stands for Visibility Adjusted Contacts and is the official currency of the Out of Home medium. VAC is a measure of advertising contacts at an individual level for each specific Out of Home asset, based on factors such as size, placement, distance and type of asset, as well as the audience’s opportunity to interact with it. This includes aspects such as where and how fast a person is moving, their distance from the asset, and the video display duration on digital screens.

Yes, absolutely! Bauer Media Outdoor has approx. 1,750 digital screens available for programmatic trading, allowing your brand to be seen across Sweden.

Programmatic means an automated purchase made between a selling platform and a buying platform connected to an ad exchange. If you want to tailor campaign content based on the weather or display messages using geographical targeting, this could be a great fit for your brand. Today, programmatic trading is taking an increasingly larger share of digital Out of Home buys and is a strong complement to directly booked campaigns when you want to increase your presence in selected locations or based on other important factors during a specific period.

To carry out programmatic buys, you need to be connected to a buying platform, DSP (Demand Side Platform), that is integrated with a selling platform, SSP (Supply Side Platform). Campaign results are easy to measure. In addition, digital Out of Home advertising is a sustainable way to reach a large number of people.

Read more about our programmatic offering here.

As Sweden’s largest Out of Home operator, Bauer Media Outdoor naturally has extensive experience of why some campaigns don’t reach their full potential — and why others exceed all expectations. And one thing is certain: a large part of a campaign’s success lies in its design.

One important factor is that people who encounter your campaign are often on the move — to and from work, school, home and other activities. This makes them receptive to advertising, but they don’t always have the time to take in complex messages.

Another factor is that the campaign needs to work across different environments and contexts. It should therefore be visually strong, but without including too many elements that can create a cluttered impression. It should attract attention and stand out, while also being easy to decode and understand.

So, how should you think?

Start by considering how your campaign will be experienced in the environment where it is displayed — not how it looks on a computer screen. With that mindset, together with an understanding of the factors mentioned above about the Out of Home medium, you’re off to a good start.

Read more in our Guide to Out of Home, where you’ll find further guidance, clear guidelines and practical advice across a range of topics, all based on research and data.

At its core, our conclusion for a successful Out of Home campaign is quite simple: a clear sender, an obvious message and a sharp visual expression.

OOH is simply short for Out of Home. In the same way, DOOH is short for Digital Out of Home, and pDOOH is short for Programmatic Digital Out of Home.

Create is what we call campaigns that go beyond our standardised formats. With Create, your Out of Home advertising can reach new creative heights. It’s all about brand experiences that stand out, stay with people and spark emotions. Through creative courage, innovative expressions and powerful presence, we create campaigns that build strong connections between brands and people.

The strength of Out of Home advertising lies in its ability to be both bold and subtle — catching the eye without disturbing, engaging without interrupting. It’s this creative space that makes the format so effective and memorable.

Want to take over an entire metro station? Transform a bus into a moving brand experience? Make people stop in the street with an interactive installation? With our Create solutions, we make the possible — and sometimes the seemingly impossible — a reality.

We offer everything from spectacular special installations to innovative wrapping solutions and technology-driven formats that create real-time interaction. All tailored to elevate your brand.

Read more about our Create offering here.