StreetPOP · Guide
Wheat paste vs flyposting vs sniping
Street poster advertising goes by a lot of names, and they overlap. Here’s what each one usually means, how they differ, and what changes when you need to prove the campaign ran.
Updated 2026-10-05
The short version
- Wheat pasting is a method: paper posters applied to a wall or barrier with paste (traditionally a flour-and-water “wheat paste”).
- Wild Posting® is an organized campaign of posters, usually wheat pasted, in repeating rows on walls and construction barriers in busy areas.
- Flyposting is a broad, mostly British term for putting up posters in public places, used for both organized campaigns and informal posting.
- Sniping is a term used in some markets (especially in North America) for posters on poles, hoardings and walls, often repeated in a line.
The words get used interchangeably, and the exact meaning shifts from city to city. When you’re quoting or briefing a campaign, it’s worth spelling out the format: where the posters go, how many per location, the size, and how long they’re meant to stay up.
How they differ in practice
Wheat pasting
Paste is brushed onto the surface and over the poster, which bonds it tightly and makes it hard to peel off. It suits paper posters of almost any size, including large multi-sheet designs. Installers work fast, often at night or early morning.
Wild Posting®
The format brands mean when they want impact on the street: the same creative repeated across a wall, so it reads like a billboard at eye level. Campaigns are planned by location and market, with a set number of posters per spot and a flight length, which makes them easy to quote and to prove.
Flyposting
Covers everything from a band’s gig posters to organized campaigns. In some places the word carries an implication of unauthorized posting, so many agencies prefer other terms with clients.
Sniping
Often smaller posters in long runs on poles, temporary hoardings or barriers. Common for events, music and film releases.
Permission and local rules
Rules vary a lot between cities and between public and private property. Reputable street media companies post on locations they have the right to use and follow local ordinances. Before any campaign, confirm the permissions and permits it needs, and keep a record of approved locations.
Why proof matters more for street posters
A billboard stays up for its whole flight; a poster can be covered by another one by the next morning. That makes proof shot at install time, with the exact location and time, the only reliable record that the campaign ran as sold. Re-shooting during the flight (a refresh or a check-in) shows the client it stayed up.
StreetPOP’s Wild Posting® app is built for this: installers shoot in the app, every photo is stamped with GPS and time, and the client gets a map of every location with the photos by day.
Frequently asked questions
Is Wild Posting® the same as wheat pasting?
In everyday use, mostly. Wheat pasting describes the method (posters applied with paste), while Wild Posting® is a trademarked name for organized poster campaigns on walls and construction barriers. Wild Posting® campaigns are usually wheat pasted.
What does sniping mean in advertising?
Sniping (or “snipe” posters) is a term used in some markets for posters put up on poles, hoardings or walls, often in repeated rows. Depending on the city it can mean anything from organized street posting to unauthorized posting.
Is flyposting legal?
It depends on where and how. Many cities restrict posting on public property and require permission for private walls. Reputable companies post on permitted or authorized locations. Always check local rules and get the permissions your campaign needs.
How do you prove a street poster campaign?
Photograph every location with its GPS position and the date and time, and deliver a map, photos and a spreadsheet to the client. Because posters can be covered quickly, proof shot at install time matters more than for a billboard.