Definitions of Wild Posting®
Wild Posting® is a trademarked outdoor advertising format. It involves placing multiple identical posters in one urban location to attract attention.
When you look closer, there are nuances between these terms. The terminology often tells you something about the campaign and the environment where it runs.
This guide explains the definitions related to Wild Posting®. It helps you understand what each term means and how it applies in practice.
Having the right vocabulary improves clarity. It helps you understand what you’re paying for and how to measure the success of your campaign.
Is Wheatpasting Illegal?
Let’s address the most common question first.
No — wheatpasting, Wild Posting®, and flyposting are not illegal when done properly.
We understand why people ask. The medium is often grouped under guerrilla advertising, and some tactics in that category can cross legal lines.
However, when executed correctly and with permission, wheatpasting is a legitimate form of outdoor advertising.
Today, many property owners lease wall space to agencies. These locations are used specifically for poster campaigns.
Experienced agencies know how to secure legal placements in high-traffic urban areas.
Avoid using below-board vendors or cut-rate posting groups. Poor execution can lead to fast removal or legal issues.
Work with vendors who understand property agreements and local rules. This protects your campaign and your brand.
Wheatpasting
Wheatpasting uses wheatpaste to attach posters to walls or barricades.
Wheatpaste is made from wheat flour and water. The mixture is boiled to create a thick adhesive that bonds paper to a surface.
An alternative option is wallpaper adhesive. It is available at most home improvement stores.
Costs are similar. Some advertisers prefer wheatpaste for its traditional feel.
Wheatpaste Poster Definition
Posters used in this format are called wheatpaste posters.
They are lightweight and typically screen-printed or digitally printed.
They can be applied to many surfaces. However, some surfaces hold better than others.
Brick and wood are generally less effective.
The most effective surfaces include:
- Glass
- Metal
- Stucco
Concrete can be challenging. However, if previous posters are already attached, adhesion may improve.
Wheat Posting
Wheat posting refers specifically to applying posters using wheatpaste.
Paste is typically applied to the back of the poster. The poster is then smoothed firmly onto the surface.
A clean surface improves adhesion and durability.
Wild Posters
Wild posters come in multiple formats. Campaign goals determine which size or format is used.
- Single: Usually 24" x 36". Includes imagery and minimal copy. Often clustered together to create visual impact.
- Monsters: Approximately 72 square feet. Large format. Delivers billboard-like visibility at lower cost.
- Mini-Monster: 48" x 72". Large but slightly smaller than a Monster. Often grouped for scale.
- Tearpads: Stackable posters designed for people to remove and take with them.
Flyposting
Flyposting is a term commonly used in the UK.
While buildings and barricades are common surfaces, flyposting may also appear in:
- Bus shelters
- Stairwells
- Railings
- Benches
What is Bill Posting?
Bill Posting is a general term often used interchangeably with Flyposting or Wheatpasting.
Fewer advertisers use this term today. It typically refers to street poster placements.
Types of Street Posters
Domination
A Domination campaign occupies a large continuous space. This can stretch 50 feet or more.
Multiple posters — often 40 or more — are installed together.
The goal is visual ownership of the environment. Strong creative and simple messaging increase impact.
Permitted
Permitted posting occurs when the landlord grants authorization.
You pay for the placement. Locations often include construction barricades or building walls.
Creative combinations may include:
- Same message in different colors
- Heart or diamond formations
- Posters arranged to form a word
Non-Permitted
Non-permitted posting occurs without authorization.
While posters can physically be placed anywhere, legal consequences may follow.
These consequences may include removal notices or cease-and-desist orders.
Post No Bills
Some landlords prohibit posting entirely.
They display “Post No Bills” signage to warn against unauthorized placements.
In the UK, similar signage may read “No Flyposting.”
Wild Posting® thrives on creativity and imagination.
Whether you call it Wild Posting, bill posting, or flyposting, the goal is the same: strong street-level visibility.
Get in touch today to discuss your options.
