Company

Switzerland

• 61% share of the OOH market

• 17 branches

• 470 employees

• 140,000 pages (print and digital)

• 8,200 active advertising clients

• 6,200 contracts and partnerships

Serbia

• 46% share of the OOH market

• 1 branch

• 46 staff members

• 4,300 screens (analogue and digital)

• 450 active advertising clients

• 62 Agreements and Partnerships

Founded: in Geneva in 1900
Turnover: CHF 327.0 million turnover*
Head office: Geneva
Listing: listed on the Swiss Stock Exchange since 1904 with a share capital of CHF 7.8 million*

* As at 31 December 2025

Investments

APG|SGA AG is one of the world’s ten largest outdoor advertising companies. The concessionaire, Allgemeine Plakatgesellschaft AG, is a wholly-owned subsidiary of the holding company.

Switzerland:

• Allgemeine Plakatgesellschaft AG, Zurich

• Swissplakat AG, Hünenberg

• Swiss Poster Research Plus AG, Zurich

Serbia:

• Alma Quattro d.o.o., Belgrade

Occupation:

• Procurement, installation and maintenance of analogue and digital advertising spaces in public spaces

• This involves: the planning, design, production, maintenance and financing of street furniture such as bus shelters, city map displays and wayfinding systems

• Marketing and letting of advertising space

• Planning, placement and performance measurement of out-of-home media advertising campaigns

• Planning, implementation and performance measurement of targeted mobile advertising campaigns

"We want to inspire people with the best communication solutions in public spaces."

“APG|SGA is a dynamic service provider with a Swiss heritage and a focus on out-of-home media: digital, analogue, mobile and interactive.”

Through its comprehensive range of products and services, APG|SGA flexibly and effectively meets the individual needs of local, national and international advertising clients, private property owners and the public sector, consumers, employees, investors and society as a whole.

"APG|SGA is making a lasting impact on the development of outdoor advertising, with a focus on innovation and quality; it secures the best locations, makes full use of all technological possibilities, and gives its employees the freedom they need whilst supporting their professional development."

APG|SGA aims to distinguish itself in the eyes of its key stakeholders beyond its products and services, and makes commitments in the following areas:

Advertisers

• ‘We bring your message to life.’

• We create value-adding platforms and channels to meet communication needs.

• We offer a bespoke, comprehensive range of products and services to ensure the optimal implementation of media strategies such as ‘Reach’ and ‘Audience’.

• We are a comprehensive service and solutions provider for our advertising clients throughout the customer journey.

• We support innovation and our services are ‘state of the art’.

Partners

• We design practical pieces of furniture and advertising displays.

• We create value-adding platforms to meet our partners’ communication needs.

• We are a provider of services and solutions for our partners.

• We are expanding our partners’ value chain in the role of a main contractor.

• We generate optimised returns for our partners through compelling strategies.

Staff

• We develop talent and skills.

• We promote diversity, fairness and personal development.

• We create an environment characterised by curiosity, passion, innovation and a desire to learn.

• We act responsibly and promote a healthy work-life balance.

• We lead in a consistent, goal- and values-oriented manner.

 Shareholders

• We position ourselves within the financial community as a reliable, responsible, listed company.

• We have a healthy balance sheet and aim to achieve a solid self-financing ratio.

• We finance our investments from our operating cash flow.

• We aim to pursue a consistent dividend policy. Cash and assets not required for business operations are distributed to shareholders

 Society and the Environment

• We enhance public spaces and add value to everyday life in our society.

• Through our presence in public spaces, we create a positive communication experience.

• We enhance everyday life in public spaces through products that bridge the gap between the digital and analogue worlds.

• We bring together information and content to enrich the everyday urban experience.

• We operate in a way that conserves resources.

• We position outdoor advertising as a cultural tradition and a symbol of a free market economy.

 Market positioning

• We offer a comprehensive range of out-of-home media solutions throughout the customer journey.

• We aim to be a market leader in our areas of activity (both analogue and digital).

• ‘One face to the partner’.

• ‘One point of contact for the customer’.

• We have in-depth local knowledge and are firmly rooted in the community.

 Product and service portfolio

• We offer a comprehensive, integrated range of products and services: analogue, digital, mobile and interactive.

• We offer optimal solutions for achieving the objectives of media strategies such as ‘Reach’ (expanding reach) and ‘Audience’ (targeted delivery based on defined parameters such as target groups, time, environmental conditions, etc.).

• We offer a comprehensive range of online tools (online shop, calculator, programmatic, etc.).

• We stand for the highest quality in outdoor advertising, professionalism and a proven track record (from our value proposition).

• We have the best locations.

 Creativity, technology and innovation

• We inspire creative minds and create fascinating ways to communicate.

• We set new trends and actively drive technological progress.

• We identify market gaps at an early stage and successfully tap into new business areas.

• We use state-of-the-art technology.

• We act as a driver of innovation in our market.

• We are visionary and work on new ideas; yet we are practical and pragmatic when it comes to implementing them in a user-friendly way.

Our Principles serve as guidelines for the behaviour of all staff members in their collaboration, management and leadership roles. In this way, we aim to fulfil our promises and ensure that every interaction with APG|SGA is a positive experience in line with our vision and mission:

Cooperation

We take a constructive and solution-focused approach to our work. We are flexible, ambitious, team-oriented and trustworthy. We are fully committed to our goals and tasks. We see the bigger picture, think positively and holistically, and are open to new ideas and breaking with convention. Mistakes and criticism are allowed and help us to develop further.

Guided tour

We foster motivation through open communication and short, clear decision-making processes, and we support professional development and further training. We lead by example and set clear objectives, recognise individual achievements, and offer attractive schemes for sharing in the company’s success.

Leadership

We are committed – regardless of hierarchy or position – to realising our vision and objectives, and to creating an inspiring environment that fosters creativity, innovation, a sense of purpose and change. We listen to others, offer support and take responsibility. Through our attitude, we manage to inspire others with our conviction, enthusiasm and optimism, so that we can achieve our shared goals and ultimately realise our vision.

Outdoor advertising is our passion. With creativity, curiosity and a spirit of innovation, we take a practical approach to driving dynamic market and business development. In doing so, we anticipate change with an open mind, optimism and a sporting spirit. We develop attractive, compelling offerings and services that inspire our market partners.

Our actions are characterised by fairness, reliability and loyalty. Mutual respect is important to us. We strive for high standards in our work, placing great importance on long-term relationships, mutual benefit and treating one another with respect. We are committed to equal opportunities, regardless of gender, age, background, culture or religion.

We think and act like entrepreneurs; we take the initiative and work cost-effectively, independently and responsibly. We are deeply committed to providing excellent service and operate in a way that is goal-oriented, performance-driven and success-focused.

We consistently stand by our principles and keep our promises. We win people over through our technical and interpersonal skills, as well as our professionalism. We are committed to behaving in an ethical, moral and legally sound manner.

We communicate about our activities in a timely, proactive and transparent manner. We convey our company’s objectives and interests clearly and reliably, both internally and externally.

We are committed to using internal and external resources in a respectful and efficient manner, and we act responsibly, taking the environment and society into account. We deliver our services with a forward-looking approach, taking into account the key sustainability concerns of our stakeholders.

2024

• NZZ acquires a 25 per cent stake and becomes a strategic shareholder in APG|SGA

• APG|SGA is installing Europe’s highest-altitude Mountain ePanels on the Jungfraujoch – Top of Europe, at 3,454 metres above sea level.

• APG|SGA has been awarded the ‘EcoEntreprise Certificate’ for sustainable development and social responsibility.

2023

• APG|SGA underwent an audit by PwC regarding the correct delivery and reporting of digital campaigns and was successfully verified

• Dr Dominik Franke has been appointed to the newly created post of Chief Information & Technology Officer (CITO)

• APG|SGA publishes its 20th annual sustainability report and creates a new post of ‘Head of Sustainability’

2022

• Global CDP ranking: APG|SGA awarded an A- rating for its climate-friendly and responsible commitment

• Claudia Fischbacher is set to become the first woman on the APG|SGA Executive Board

2021

• APG|SGA launches the Nurture start-up programme

• APG|SGA acquires WWP Plakatwerbung AG

2020

• APG|SGA is the exclusive marketing partner of Zurich Airport

• Dr Maya Bundt and Jolanda Grob elected as new members of the Board of Directors of APG|SGA AG

• Global CDP ranking: APG|SGA awarded an A- rating for its climate-friendly measures

2019

• APG|SGA with a ‘One Brand’ strategy, expansion of its digital and data divisions, a streamlined organisational structure and a smaller executive management team

• Over 20 new digital advertising spaces in the cities of Lugano and Chur

• APG|SGA launches the myAPG digital customer portal

2018

• APG|SGA is taking part in a proof of concept run by the blockchain start-up IOTA and is testing applications in the smart city sector

• APG|SGA Interaction is launching aymo, Switzerland’s most precise mobile targeting solution, and is setting new standards in the accuracy of mobile products

• Launch of Switzerland’s largest City ePanel network, comprising a total of 28 screens in Basel

2017

• APG|SGA is extending its successful partnership with the City of Belgrade in Serbia on a long-term basis

• APG|SGA is stepping up its expansion into the mobile media sector and is launching a new segment brand, APG|SGA Interaction

• Introduction to the ‘Cooperation’ study, which is based on a national mobility model that records passenger volumes for every section of road in Switzerland

• Expansion of the screens to form the national AllStar ePanel CH package, with over 480 locations and a digital network reach of 23.2 million contacts

2016

• Full takeover of Alpenplakat AG, with 550 billboard sites

• Launch of the new APG|SGA Promotion segment brand for organising stand-based and leaflet-distribution campaigns

2015

• Modernisation and expansion of logistics processes – billposters are now using electronic posting lists and smartphones

• A significant expansion of the digital offering at promising retail and railway station locations

• Opening of a new shop in Brig

2014

• Full acquisition of Impacta AG and Ecofer AG under the umbrella of the new segment brand APG|SGA Rail

• Launch of innovate! – an innovation team and web platform for the development and implementation of new ideas in the field of outdoor advertising

2013

• Withdrawal from the foreign markets of Romania and Montenegro

• Expansion of the digital portfolio: over 100 Full HD screens

2012

• Launch of the APG|SGA corporate brand for the core business in Switzerland, supplemented by the four segment brands APG|SGA Airport, APG|SGA Mega Poster, APG|SGA Mountain and APG|SGA Traffic. July 2012: Affichage Holding is now known as APG|SGA AG

2011

• Introduction of SPR+ performance-based pricing for station posters as well

• Launch of the new digital format, ePanel: 82-inch LCD screens for displaying animated adverts in Full HD quality

• Focus on the Swiss domestic market: Affichage Holding’s gradual withdrawal from the foreign markets of Greece, Hungary, Northern Italy, Bulgaria and Bosnia and Herzegovina

2010

• Launch of the digital services PosterDirect® (online poster planning, design, booking and print orders) and PosterPlus® (interaction between smartphones and posters)

2009

• Introduction of SPR+ performance-based pricing for street posters

2007

• Start of practical work using the SPR+ Expert planning tool

• Introduction of the new F24 format, measuring 7 m², to replace the previous 12 m² large format

2006

• APG|SGA Traffic is to become an independent company within Affichage Holding

• Establishment of the independent funding organisation Swiss Poster Research Plus (SPR+) to complete and institutionalise the third phase of fundamental research into posters

2005

• Affichage Out of Home Media: Umbrella brand strategy and visual unification of the various companies within Affichage Holding under the ‘Red Triangle’, the new shared logo

• Expansion of the Affichage Group’s business operations into Greece, Northern Italy and Romania

2000

• Launch of the third fundamental research project on posters: Swiss Poster Research SPR

• eBoard, HB Zurich: Launch of Switzerland’s first large-scale out-of-home digital format (60 m², LED display)

1999

• Launch of a new basic research project on posters

• The Angie Becker Case: Poster-based genre advertising and a specialised study on brand building

• Foundation of Affichage Holding

1997

• www.apgsga.ch: Online presence

• Launch of the APG|SGA Poster Performance Index (PPI®) long-term study: recall, brand attribution and appeal of poster campaigns

1995

• Initial installation of Telecab2000 telephone booths with illuminated advertising panels: Zurich, Bahnhofstrasse

• First planning tool for the customised calculation of media data for poster campaigns

1993

• First installation of a network of illuminated city map billboards

• Lucerne: Special study on the advertising impact of railway station posters

1992

• Initial Comprehensive Poster Campaign Plan

• Zurich: Special study on the recall of street posters

1988

• Introduction of the 12m² large format

• Establishment of a network of special poster display points to mark the 700th anniversary of the Swiss Confederation

1987–1998

• APG|SGA Young Talent Competition: Poster Promotion Prize, open to Swiss design schools

1987

• Winterthur branch

• First Cityformat illuminated poster network, installation at bus stops operated by Zürich Public Transport (VBZ)

1986–1987

• Swiss Poster Study: Second baseline study on reach and frequency of exposure

• First documentation of online poster advertising services using scientifically collected, representative media data

1986

• Sion branch

1985

• Launch of the F200 City format

1982

• Aarau and Chur branches

1973

• First Swiss basic research into outdoor advertising to measure reach and frequency of exposure

1963

• Introduction of the F12 wide-format

1941–2000

• Swiss Poster of the Year Design Competition, organised by the Federal Department of Home Affairs (EDI)

1938

• Billboard licences in over 90 towns and cities, with 10 public transport companies and 48 inter-regional and mountain railways

1937

• Design of a standard poster frame by Bruno Giacometti

1930

• First advertising-supported telephone box: Zurich, junction of Usteri- and Bahnhofstrasse

1925

• St. Gallen branch

1916

• Lugano branch

1906–1911

• Opening of branches in Zurich, Lausanne, Lucerne, Basel, Bern and Neuchâtel

1901–1938

• Establishment of a network of billboards in F4 international format, extending from Geneva across the whole of Switzerland. Robert Beaujon, first director.

1900

• APG|SGA was founded in Geneva (where it remains headquartered to this day), with the support of the advertising agencies Haasenstein and Vogler, Vettiner, David and Juvet.