The Right Choice: Bauer Media Outdoor’s 2025 Vision

Under the theme “The Right Choice,” Bauer Media Outdoor presented its vision and priorities for 2025 during its Highlights event in October.

Already awarded an AMMA Bronze in 2023 and Gold in 2024 in the Sales House of the Year category, Bauer Media Outdoor continues to demonstrate that choosing the right partner makes all the difference. The media company reaffirms its commitment to evolving the OOH medium through its five strategic pillars: responsibility, digitalisation, data, mobility, and creativity.

National Insights: Pulse Study

Bauer Media Outdoor unveiled the results of its new national Pulse study, conducted with Kantar during the summer, to better understand travel habits and perceptions of DOOH in Belgium. This local intelligence better serves advertisers and consumers alike.

DOOH Leadership & Digitalisation

In a digital-first world, Bauer Media Outdoor leads the DOOH sector with 51% national coverage. By leveraging data, audience guarantees, flexible planning, and programmatic options, the ambition is to make DOOH a cornerstone of omnichannel strategies.

Sustainability Commitment

The company aims to reach Carbon Net Zero by 2045. Actions include 100% recycled posters, low-energy screens, and 21% growth in green offerings. Initiatives like Platform for Art and community partnerships further reflect its role as a Platform for Good.

Expanding the DOOH Footprint

The Pulse study reveals that 78% of respondents notice DOOH, 59% appreciate it, 48% recall the ads, and 56% take action after exposure. With over 1,100 screens and exclusive presence in train stations, Bauer Media Outdoor offers unmatched flexibility. The 2024 STIB contract added 135 DOOH screens in Brussels, boosting coverage to 93%, with the new STIB Live reaching 77% of metro entrances.

Programmatic Power: LaunchPAD

LaunchPAD, now also available via Place Exchange (in addition to Broadsign, Vistar, and Hivestack), enables seamless integration into programmatic media plans. This opens up nearly unlimited opportunities within the DOOH landscape.

Data at the Core

With more than 10 years of experience, Bauer Media Outdoor’s flagship tool People & Places now includes 550+ audience segments and 66,000+ POS/POI updated daily. 17 personas support precise targeting. Advanced dashboards track store visits and uplift, while tools like Live Scan (AI-based performance measurement) and post-test studies help optimise every campaign.

Mobility Integration

Strategic partnerships with TEC, STIB, and SNCB allow Bauer Media Outdoor to follow the entire consumer journey. Whether through interactive STIB screens, i-TEC kiosks, Velo Antwerp or green zones, the company offers real solutions to engage on-the-move audiences.

Over 13 million people visit public transport hubs weekly — and 23% of them go there specifically to shop. These locations have become lifestyle hubs, offering high-impact visibility and relevance for brands.

Creativity at the Forefront

Bauer Media Outdoor's creative unit, Urban Media, enables bold activations with impact: holograms, giant billboards, immersive installations and more. This creativity, amplified by digital tools, allows brands to stand out meaningfully.

Always forward-thinking, Bauer Media Outdoor continues to push boundaries and turn public space into a true creative playground.

“We strongly believe that making the right choice today means investing in a future where the (D)OOH medium keeps reinventing itself. Choosing Bauer Media Outdoor means opting for real and positive impact, supported by ambitious digital expansion, optimised data, smart mobility, and limitless creativity — for concrete, long-term results.”
— Jan De Moor, Managing Director

Sources:

[1] CIM OOH Study 2024-01 R16 — all DOOH inventory
[2] Pulse Study — Kantar x Bauer Media Outdoor Belgium — 1,350 respondents
[3] CIM OOH Study 2024-01 / Target 18-54
[4] CIM OOH Study 2024-01 / Target 18-54
[5] SNCB 2023
[6] Pulse Study — Kantar x Bauer Media Outdoor Belgium — 1,350 respondents

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