Observed Signal · Jun 22, 2026 · Technical Release · Source: persoenlich.com News · Impact: 2/5 · Sentiment: Positive
SPR+ Adds Format12 and Screen7 to Planning Tool
On 22 June 2026 the Swiss Poster Research Plus (SPR+) added the classic billboard inventory from Format12 and the digital screens from Screen7 to its planning product SPR+ Expert. The move expands the number of out‑of‑home providers that can be compared and planned cross‑vendor to six (joining APG|SGA, Goldbach Neo OOH, Swissplakat and horizon!). SPR+ currently records about 60,000 OOH and DOOH advertising surfaces in its system. SPR+ says licence prices for advertisers and agencies remain unchanged “for now.” The institute, based in Zurich, positions itself as a neutral research body following ESOMAR and World Out of Home Organisation guidelines.
Expands SPR+ inventory coverage and cross‑vendor comparability for Swiss OOH/DOOH planning, improving media planning options for advertisers and agencies, but is a regional product update rather than an industry‑shifting event.
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Key Takeaways & Evidence Grounding
- SPR+ added Format12 (classic posters) and Screen7 (digital screens) to its SPR+ Expert planning tool on 2026-06-22.
- With the additions, six Swiss out‑of‑home providers are now comparable in the SPR+ system (APG|SGA, Goldbach Neo OOH, Swissplakat, horizon!, Format12, Screen7).
- The SPR+ database contains approximately 60,000 OOH and DOOH advertising surfaces.
- SPR+ stated licence prices for advertisers and agencies remain unchanged "for now."
- Swiss Poster Research Plus (SPR+), based in Zurich, describes itself as a neutral research institute and aligns its model with ESOMAR and the World Out of Home Organisation guidelines.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Displayactive adds DOOH screens at Central St. Gallen
Displayactive.ch has expanded its digital out-of-home network with additional advertising screens at the centrally located Parkhaus Central in St. Gallen. The new screens and existing lift displays at the parking facility are now bookable. The garage is operated by Indigo Suisse and owned by the Aurora Anlagestiftung. Displayactive.ch's managing director Marc Steiner said the location is a premium site expected to reach many passers-by; Aurora's Silvan Schneider noted the screen solution allows combining informational content with high-quality advertising. The announcement does not disclose the number of new screens or commercial terms of the agreement. Published 2026-08-18.
DOOH Day 2026 Highlights Swiss DOOH Developments
DOOH Day 2026, held in Zurich on 11 June 2026, was organised by IAB Switzerland, IGEM and IG DOOH with support from SWA and LSA. Presentations and two panels covered measurement and research efforts in Switzerland and Germany, programmatic DOOH growth, retail DOOH use cases, and political pressure on advertising. Key technical updates included a German cross-market market-media study leveraging a mobility panel of over one million panelists, SPR+’s forthcoming SRP+ 6.0 AI to provide granular DOOH metrics for screens under 55 inches, and intervista’s expanded measurement system that now includes illuminated/unilluminated posters, scrollers, Drehsäulen and analog transit formats. Industry speakers emphasised the need for overarching, independently collected performance data across digital and analog out‑of‑home formats and signalled continued work toward concrete results by DOOH Day 2027.
APG|SGA Acquires Horizon's OOH Advertising Inventory
APG|SGA has acquired the analog and digital outdoor advertising inventory of Horizon, the out-of-home division of West Swiss publisher ESH Médias. Financial terms and the exact scope of transferred sites were not disclosed. Horizon currently operates roughly 2,500 ad sites across the cantons of Valais, Vaud and Neuchâtel. As part of the arrangement, Impactmedias (ESH Médias' sales organisation) will receive access from 1 January 2027 to APG|SGA's entire OOH inventory in Western Switzerland — about 11,000 analog and 350 digital public-space sites, plus approximately 19,000 analog and 903 digital transport-related sites. ESH Médias built Horizon as a regional competitor since 2018; APG|SGA describes the acquisition as a reconquest of local market positions.
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