Outdoor advertising in public advertising spaces: The case of Switzerland

Outdoor advertising is a traditional yet effective marketing communication tool aimed at enabling brands, products, or services to reach broad audiences. In areas where urban life is highly concentrated, it conveys messages through media such as billboards, bus stop panels, building façades, digital screens, and similar platforms encountered by individuals during their daily mobility. Owing to its visual appeal, high reach, and continuous visibility, outdoor advertising plays a significant role in enhancing brand awareness and influencing consumer behavior. Switzerland represents a distinctive case in its efforts to balance commercial interests with environmental sustainability, public space aesthetics, and digitalization in outdoor advertising practices. Focusing on Switzerland, this study examines the structure, development, and functioning of outdoor advertising in public spaces across Europe. Prior to analyzing the specialized domain of outdoor advertising in the Swiss context, along with its regulatory, structural, and operational characteristics, the research provides a foundational understanding of the concept, objectives, and functions of advertising by examining its evolution both globally and in Türkiye. Through a review of the relevant literature and the findings obtained, the study seeks to present key insights into Switzerland's advertising governance within the framework of a model that aims to balance commercial visibility and public interest. By offering a comparative perspective on how national policies, cultural preferences, and urban aesthetics shape outdoor advertising in the European context, this research aims to contribute to the literature on advertising and media management. Additionally, it aspires to provide valuable data for cities seeking to modernize public communication strategies without compromising the quality of urban spaces. In this regard, Switzerland is considered noteworthy for demonstrating how commercial messages can be successfully integrated into public spaces while preserving urban identity and aesthetic coherence.