JCDecaux extends Brussels transit advertising contract through 2038

JCDecaux SE secured an 8+2+2 year contract extension with STIB, the Brussels Intercommunal Transport Company, following a competitive tender process announced November 17, 2025. The agreement grants the outdoor advertising company exclusive rights to operate advertising spaces across Brussels' metro system and on trams and buses, starting February 26, 2026.

The contract encompasses deployment of 180 to 200 new 75-inch digital information screens across 26 STIB stations, replacing existing infrastructure. Four iconic LED screens and five digital cubes will be installed at high-traffic stations including Arts-Loi, Louise, and Schuman. Additionally, JCDecaux will maintain 80 interactive touchscreen information hubs enabling STIB to strengthen passenger communication, alongside operating advertising space across STIB's fleet of 1,300 trams and buses.

JCDecaux reported strong 2024 financial results with revenue increasing 10.2% to €3,935.3 million and organic growth of 9.7%, according to figures released March 6, 2025. Digital Out-of-Home revenue increased 21.9% in 2024, now representing 39% of the company's total revenue.

The Brussels contract represents JCDecaux's 12th year of partnership with STIB. Brussels-Capital, home to 1.3 million inhabitants, serves as headquarters for the European Parliament, European Commission, and Council of the European Union, attracting nearly 400,000 daily commuters from across Belgium.

STIB's network has experienced 70% growth in users over the past decade, reaching nearly 1.1 million people per day across 4 metro lines, 19 tram lines, 52 bus lines, and 11 night bus lines. The network serves 19 municipalities within Brussels-Capital Region plus 11 surrounding municipalities, totaling more than 400 million trips annually.

The new 75-inch screens offer higher resolution while consuming less power compared to previous installations. The digital infrastructure will connect to JCDecaux's programmatic advertising ecosystem through VIOOH, the company's supply-side platform, and Displayce, its demand-side platform. VIOOH launched in 2018 to facilitate automated digital out-of-home advertising transactions, with the platform now trading programmatically in 35 markets globally.

Programmatic capabilities enable advertisers to target specific audiences, contextualize messaging, and measure campaign effects through real-time bidding and data-driven optimization. JCDecaux's Q3 2025 results showed programmatic revenue grew 12.3%, accounting for 10.8% of digital out-of-home revenue.

The contract includes 900 analogue displays within 69 metro stations and 1,500 frames on station stairs. Sustainability provisions align with both companies' environmental commitments, establishing targets for renewable energy, recyclable materials, and waste management. JCDecaux confirmed 100% of electricity consumption will come from renewable sources.

Jean-Charles Decaux, Co-CEO of JCDecaux, stated the partnership renewal recognizes the company's ability to deliver "powerful, innovative and high-quality advertising solutions" within "this major European hub, which is the headquarters of Europe and major institutions." The executive highlighted 12 years of collaboration focused on meeting advertiser goals in Brussels and Belgium, where outdoor advertising has grown steadily.

JCDecaux maintains comprehensive Brussels coverage through advertising concessions for street furniture, Brussels Airport operations, metro, trams, buses, retail concessions with Carrefour and Delhaize, major shopping centers, and the Villo bike-sharing system. The company secured Brussels Airport's exclusive advertising concession in July 2025, beginning January 1, 2026. Brussels Airport processed 23.6 million passengers in 2024.

The advertising technology infrastructure supporting transit advertising has evolved significantly. IAB Australia released comprehensive guidance for programmatic digital out-of-home buyers in August 2025, noting that programmatic DOOH operates through demand-side platforms and supply-side platforms for automated transactions. Trigger-based targeting incorporates dayparting, weather conditions, localized events, and dynamic data sources.

JCDecaux operates 340,848 advertising panels within its transport division worldwide, spanning 157 airports and 257 contracts across metros, buses, trains, and tramways. The company maintains the number one position in worldwide transport advertising, alongside leadership in street furniture with 629,737 panels globally.

European digital advertising reached €118.9 billion in 2024 with 16% year-over-year growth, according to IAB Europe's AdEx Benchmark Report released May 21, 2025. Display video advertising achieved 24.5% growth, while video within social media platforms surged 32.8%, indicating video has become the fundamental medium for digital brand communication.

The Brussels contract positioning matters for advertisers seeking to reach EU policymakers and international business travelers. The Belgian capital's role as seat of European Union institutions creates unique audience composition compared to typical metropolitan transit networks. STIB's growth trajectory reflects Brussels' expanding role as European political center and international business hub.

Transit advertising environments deliver advantages for brands during high-dwell periods when commuters wait for connections or navigate between transit modes. Extended exposure windows enable complex messaging delivery compared to roadside formats where viewer attention spans measure seconds rather than minutes.

JCDecaux's financial position strengthened in 2024, with net debt decreasing nearly 25% to €756.3 million, less than one year of the company's operating margin. The company maintained strong liquidity with nearly €1.3 billion in cash and an €825 million committed revolving credit facility.

The Brussels deployment timeline aligns with broader digitalization efforts across JCDecaux's European portfolio. The company returned to Barcelona with a 10-year street furniture contract announced October 27, 2025, deploying 300 digital screens across Spain's second-largest city. JCDecaux also secured a 9-year contract in Rennes announced April 14, 2025, covering 300 city information panels.

Environmental sustainability features prominently across JCDecaux's municipal contracts. The company's carbon reduction trajectory received approval from the Science Based Targets initiative in July 2024, representing the highest designation available. JCDecaux joined the Euronext Paris CAC SBT 1.5° index and achieved Gold Medal status from EcoVadis, alongside A rating from CDP and AAA from MSCI.

For marketing professionals, the Brussels contract demonstrates transit advertising's continuing relevance in programmatic ecosystems. The integration of digital screens with automated buying systems positions traditional out-of-home inventory within omnichannel campaign workflows rather than treating outdoor advertising as separate planning exercise.

VIOOH expanded programmatic access through multiple partnerships in 2025, including Vengo in August providing access to over 65,000 US screens generating 13 billion monthly impressions, and RZK Digital in November bringing 800 screens across Brazilian bus terminals reaching 75 million monthly visitors.

Timeline

• January 2018: VIOOH launched in UK and US as JCDecaux's programmatic DOOH platform
• 2014: JCDecaux began 12-year partnership with STIB for Brussels transit advertising
• February 2024: JCDecaux launched global programmatic DOOH airport advertising offer reaching 70 million monthly passengers
• March 2025: JCDecaux reported 2024 revenue of €3,935.3 million with 21.9% digital growth
• April 2025: JCDecaux secured 9-year Rennes contract for 300 city information panels
• July 2025: JCDecaux Belgium awarded Brussels Airport advertising concession starting January 2026
• August 2025: IAB Australia released programmatic DOOH buyers guide covering targeting methods and verification
• October 2025: JCDecaux returned to Barcelona with 10-year street furniture contract
• October 2025: JCDecaux Norge renewed Bane NOR contract for Norwegian railway stations
• November 2025: JCDecaux reported Q3 results with €926.1 million revenue and 41.8% digital share
• November 17, 2025: JCDecaux announces STIB contract renewal for Brussels metro, tram, and bus advertising
• February 26, 2026: New STIB contract operations begin with digital screen deployment

Summary

Who: JCDecaux SE, the world's largest outdoor advertising company, secured a contract extension with STIB (Brussels Intercommunal Transport Company), the public transport operator serving Brussels-Capital Region and surrounding municipalities.

What: An 8+2+2 year exclusive advertising contract covering metro stations, trams, and buses across Brussels' public transport network. The agreement includes deployment of 180-200 new 75-inch digital screens across 26 metro stations, four iconic LED screens and five digital cubes at high-traffic stations, 80 interactive touchscreen information hubs, advertising space across 1,300 trams and buses, 900 analogue displays within 69 metro stations, and 1,500 frames on station stairs. Digital infrastructure connects to VIOOH and Displayce platforms enabling programmatic advertising capabilities.

When: JCDecaux announced the contract renewal November 17, 2025, with operations beginning February 26, 2026. The initial contract term runs eight years with two potential two-year extension options, potentially extending operations through 2038.

Where: Brussels-Capital Region serving 1.3 million inhabitants across 19 municipalities plus 11 surrounding municipalities. STIB operates 4 metro lines, 19 tram lines, 52 bus lines, and 11 night bus lines reaching nearly 1.1 million daily passengers across more than 400 million annual trips. Brussels serves as headquarters for European Parliament, European Commission, and Council of the European Union, attracting 400,000 daily commuters.

Why: The contract renewal extends JCDecaux's 12-year partnership with STIB, positioning the company to serve advertisers targeting EU policymakers, international business travelers, and Brussels commuters through programmatic digital out-of-home capabilities. STIB's 70% user growth over the past decade, combined with Brussels' role as European political center, creates premium advertising environment. The integration of digital screens with automated buying systems through VIOOH and Displayce enables data-driven targeting, contextual messaging, and measurable campaign effects, aligning traditional transit advertising with digital advertising workflows used by performance marketing professionals.