FRAME
Wild Posting / Wheatpaste
Wild postings that saturate the street.
Wild posting advertising that feels native to the neighborhood. Printed posters clustered across high-foot-traffic walls and hoardings build frequency at street level, where culture actually moves.
What is a wild posting?
A wild posting (also called a wheat-paste poster) is a printed paper poster, posted in repeating clusters on construction hoardings, scaffolding, and approved street-level walls in dense pedestrian districts. Because the posters repeat block after block, the format saturates a neighborhood and reads as part of its fabric rather than as bought media, which is why it resonates with younger, culture-led audiences. Swing Media runs wild posting advertising on legal, permitted locations, printing and installing runs in the most-walked districts of each market.
FRAME
Wild Posting / Wheatpaste · New York
Sam Edelman
Barricade · New York
How we deliver wild postings
Legal locations
Permitted posting walls and hoardings in the right districts, so the run reads as authentic without the risk of unsanctioned posting.
Print and install
Weather-ready stock, printed and posted in clusters by experienced crews, refreshed across the flight as needed.
Verification and reporting
Geotagged posting photos, location counts, and an impressions estimate for the run.
When to use a wild posting
Neighborhood saturation
Blanket a single district so a brand owns the walk, not just one wall.
Launch energy
Build a sense of street-level momentum around a drop, show, or release.
Cultural credibility
Reach style and music audiences in the districts where they already spend time.
Cost-efficient frequency
Stack impressions through repetition without the cost of a large-format buy.
Wild postings, city by city.
We book permitted walls and hoardings in each market's most walkable districts, from Melrose to SoHo.
Los Angeles
Sunset, Beverly, Melrose, West Hollywood
Walkable blocks around the Sunset Strip, busy with shoppers and nightlife.
New York
Times Square, SoHo, 5th Avenue, Brooklyn
FRAME's wild posting run on Greene Street in SoHo.
Miami
Wynwood, Brickell, Bal Harbour, Design District
Las Vegas
The Strip, Wynn, Fashion Show, Downtown
London
Soho, Mayfair, Shoreditch, West End
Dubai
Downtown, Marina, Sheikh Zayed Road
Frequently Asked Questions
Wild posting advertising, answered.
Wild posting advertising places printed posters in repeating rows on construction hoardings, scaffolding, and approved walls in busy pedestrian areas. The repetition builds street-level frequency and makes a brand feel part of the neighborhood.
Yes. Wild posting is often called wheat-paste or wheatpasting, after the paste traditionally used to hang the posters. Both names describe the same format: printed posters installed in clusters at street level.
Wild posting is legal on walls and hoardings where the owner has given permission and local rules allow it. Posting without permission can bring fines and removal, so Swing Media only books permitted locations.
Wild posting runs are usually short and concentrated, often a few weeks around a launch or release. Posters can be refreshed during the flight if weather or covering wears them down.
Cost depends on the market, the number of walls and posters, the length of the run, and printing and installation. Because posters are printed in volume and installed in clusters, wild posting builds frequency without the cost of a large-format buy. Swing Media builds a run to your budget through Plan a Campaign.
Wild posting works best in dense, walkable districts where people pass the same streets often, such as shopping, nightlife, and creative neighborhoods. Swing Media runs wild postings in Los Angeles, New York, Miami, Las Vegas, London, and Dubai.
Keep exploring.
More formats
Further reading
OOH Marketing: How Outdoor Advertising Fits a Media Plan
OOH marketing means buying outdoor formats — billboards, wallscapes, transit, and digital screens — to reach an audience by place and time rather than by individual identity. It earns its spot in a media plan as a reach and brand-building channel that runs alongside digital, not instead of it. Here is what counts as OOH, how a plan actually gets built, and how the results get measured.
Read the article
Types of Outdoor Advertising: A Complete Guide
From static bulletins and digital billboards to transit wraps, wallscapes, and street furniture, here are the main types of outdoor advertising and how to choose between them.
Read the article
What Is OOH Advertising?
OOH advertising is any paid ad seen away from home — billboards, transit, wallscapes, and digital screens. What counts as OOH, how it is bought, and why brands still use it alongside digital.
Read the articleSee our work
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Plan A CampaignFrequently Asked Questions
Answers for fast campaign planning.
Quick answers to the questions brands ask most. For the full library, visit the FAQ page.
View All FAQsOur reach includes billboards, wallscapes, bus and transit advertising, subway ads, street kiosks, wild postings, taxi tops, digital billboards, digital shelters, airport displays, mall displays, double decker buses, wheat-paste, and window displays.
Yes. Alongside static formats we offer digital billboards and digital shelters for dynamic creative, and our team also supports social and influencer campaigns.
We work with you to make sure your message and visuals are suited to each format so they read clearly in the real world. Share what you have and our team will help guide the rest.
Because of our significant annual buying volume, we have strong relationships and purchasing power with vendors of every size, which earns preferential rates and more cost effective solutions for clients.