JCDecaux renews and expands the contract with Metro de Madrid with new digital media

After winning the public tender for the advertising concession of Metro de Madrid for the next ten years, JCDecaux Spain will install more than 3.100 digital elements of street furniture and 460 New Larger Screens, Resolution & Energy Efficiency.

Called a "significant milestone and a strategic asset", JCDecaux Spain has renewed and expanded the advertising concession with Metro de Madrid, after being awarded the public tender. "This partnership allows us to drive digitalization in one of the oldest transportation systems in the country".

This contract, with a Ten-year duration, encompasses the installation of more than 3.100 Digital street furniture elements, as well as the incorporation of more than 460 New screens larger size, sharpness and energy efficiency, "Which will not only offer advertisers high-quality ad space, but will contribute to making stations more efficient and sustainable.".

The digital transformation of the metro network began last August and is expected to be completed by the end of this year. In this process of modernization, JCDecaux Spain will install near 2.000 m2 of screens, which will include innovative supports such as visual systems large format, Curves, Cinema formats, Anamorphic columns, as well as those exclusively Designed for subway platforms.

In total, the following will be installed: 142 of these screens in 39 Stations Key to Madrid's metro network. In addition, A New circuit of digital media, with nearly three hundred high-definition screens distributed in one hundred strategic locations, mainly within the perimeter of the M30, to ensure maximum coverage and visibility.

Technological innovation and Big Data Analytics "They will play a crucial role," the company said- by allowing us to offer Segmented and contextualized communication in subway stations". For the first time, the incorporation of Measurement Sensors It will allow you to calculate ad impressions in near real-time, Providing more accurate outcome metrics.

In addition, This contract "gives us the opportunity to introduce programmatic purchasing proposals in the metro environment, an approach that has already proven successful in other street furniture and shopping centres. JCDecaux will market a total of 2.750 Digital faces in Spain by the end of this year.".

As you pointed out Jean-Charles Decaux, co-CEO of JCDecaux, "We are pleased to have won this strategic contract for the digitalisation of Metro de Madrid, that allows us to continue our strong partnership that began in 2007. We have carried out a major advertising transformation plan, especially with the introduction of a digital offer that includes large format and iconic screens and that provides one of the most advanced communication platforms for advertisers and will contribute to the improvement of the environment and its users".

This project, considered by this executive as "one of the most ambitious of JCDecaux in Europe to date, We hope it will serve as a Benchmark in terms of sustainable digitalization. Advertising in the subway (OOH & DOOH) It's an ideal setting to create impactful and memorable campaigns, that leave a mark on passengers beyond the end of their journey".

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