The 10-year contract covers 3,100 traditional displays as well as more than 460 new, larger, sharper and more energy-efficient digital screens, extending their life cycle and making metro stations more efficient and sustainable. The new contract aims to deliver a
high-quality media space and to modernise Spain’s capital metro with up to 2,000 sq m of screens. It includes innovative and high-impact displays such as large-format screens and columns with an anamorphic effect, twin curved screens as well as “cinema formats”, a new type of large-format screen created exclusively for platforms, 142 of which will be installed in 39 key stations. A brand-new network of digital screens will also be created with nearly 300 high-definition screens across 100 strategic locations, mostly within the M30 perimeter, ensuring maximum coverage and visibility.

Technological innovation and a data-driven approach also play an important role in shaping new, more digital and intelligent advertising in metro stations. It will include measurement tools, an unprecedented milestone that will make it possible to fine-tune the calculation of impressions in close to real time and offer much more precise performance metrics. This new contract will also enable JCDecaux to introduce programmatic buying opportunities into the metro environment for the first time, following its launch in street furniture and shopping centres.

By the end of the year, JCDecaux will operate a total of 2,750 digital faces in Spain.