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

After winning the public advertising concession contest for Madrid Metro for the next ten years, JCDecaux Spain will install more than 3.100 digital elements of urban furniture and 460 new larger screens, resolution and energy efficiency.

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

This contract, with a duration of ten years, covers 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 advertising space, but will contribute to making the 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 modernization process, JCDecaux Spain will install nearly 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 they will be installed 142 of these screens in 39 stations key to the Madrid metro network. Besides, will create 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 analysis “They will play a crucial role,” the company emphasizes.- by allowing us to offer segmented and contextualized communication in subway stations. for the first time, the incorporation of measurement sensors will allow you to calculate advertising impressions in almost real time, providing more accurate results metrics.

Besides, 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 centers. JCDecaux will market a total of 2.750 digital faces in Spain by the end of this year”.

As you have pointed out Jean-Charles Decaux, co-general director of JCDecaux, “We are pleased to have won this strategic contract for the digitalization of Metro de Madrid, which allows us to continue our strong partnership that began in 2007. We have carried out an important 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 manager as “one of the most ambitious of JCDecaux in Europe to date, We hope it serves as a benchmark in terms of sustainable digitalization. Advertising on the subway (OOH y DOOH) It is an ideal setting to create impactful and memorable campaigns, that leave a mark on passengers beyond the end of their journey”.