JCDecaux wins major Stockholm transit ad contracts

JCDecaux, the global leader in outdoor advertising, has secured two significant contracts with the Greater Stockholm Public Transport Authority (SL). The announcement, made on September 25, 2024, reveals that JCDecaux Sweden AB has been awarded both the bus shelter and central subway stations advertising contracts following a competitive tender process.

Stockholm's public transport advertising to undergo digital revolution

The contracts, set to commence on January 1, 2026, will run for seven years with a possible six-month extension. This development marks a substantial shift in Stockholm's public transport advertising landscape, introducing advanced digital solutions to one of Europe's most dynamic cities.

According to the official press release, the bus shelter advertising contract encompasses both digital and analog advertising spaces on over 1,500 bus shelters throughout Stockholm County. A majority of these shelters are located within Stockholm City, ensuring high visibility and reach for advertisers.

The subway contract is equally impressive, covering advertising at the 14 largest and busiest subway and commuter train stations in Stockholm's inner city. A key feature of this contract is the inclusion of spectacular large-format digital cross-track screens, significantly enhancing the advertising potential in these high-traffic areas.

Stockholm: a prime market for advertisers

Stockholm's significance as an advertising market cannot be overstated. With a population of 2.5 million, Greater Stockholm contributes a staggering 40% to Sweden's GDP. The region accounts for 45% of all advertising spend in Sweden and attracts over four million international visitors annually. These statistics underscore the strategic importance of securing advertising rights in such a lucrative market.

Jean-Francois Decaux, Co-CEO of JCDecaux, expressed pride in winning these contracts, stating, "Stockholm is a world-class city, and JCDecaux is proud to have been awarded both the bus shelter advertising contract and the largest central subway stations advertising contract." He emphasized the company's commitment to delivering innovative creative and digital solutions, including full data-driven programmatic opportunities.

JCDecaux's global presence and financial performance

JCDecaux's position as a global leader in outdoor advertising is reflected in its impressive statistics:

• Daily audience of 850 million people across more than 80 countries
• 1,056,833 advertising panels worldwide
• Presence in 3,918 cities with over 10,000 inhabitants
• 11,650 employees globally

The company's financial performance remains strong, with reported revenue of €3,570.0 million for 2023 and €1,807.6 million for the first half of 2024.

Impact on Stockholm's urban landscape

The implementation of these contracts is expected to significantly modernize Stockholm's public transport advertising infrastructure. The introduction of large-format digital screens in subway stations and the digitization of bus shelter advertising will create new opportunities for dynamic and interactive advertising campaigns.

Key Facts

• Contract start date: January 1, 2026
• Duration: 7 years, with possible 6-month extension
• Bus shelter contract: Over 1,500 shelters throughout Stockholm County
• Subway contract: 14 largest stations in Stockholm's inner city
• New features: Large-format digital cross-track screens in subway stations
• Stockholm market: 40% of Sweden's GDP, 45% of national ad spend
• Annual international visitors to Stockholm: Over 4 million