Bauer Media Outdoor, one of the world’s leading outdoor advertising companies, has won the tender to operate digital street furniture at the entrances to the Brussels metro, for a minimum period of 12 years. This gain will enable Bauer Media Outdoor to deploy 125 latest-generation double-sided digital screens at the entrances to all Brussels metro stations, guaranteeing coverage for all users and also extending its coverage to the City of Brussels and 12 other municipalities. The new screens will be operational in January 2024.

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A solid and homogenous digital presence in Brussels

This strategic gain enables Bauer Media Outdoor to provide extensive coverage of the Brussels-Capital Region, with a particular focus on Brussels City and access to new communes such as Saint-Gilles, Anderlecht, Forest and Woluwe-Saint-Lambert. Thanks to this significant gain, Bauer Media Outdoor coverage in Brussels has reached almost 90%*, with hyper-quality locations ideally situated in very high footfall areas (Place Louise, Place Madou, Rue de la Loi, etc). This addition represents a significant 15% increase in its overall digital inventory (+61% on Brussels 19), enabling the company to strengthen its position as a leader in DOOH with the most balanced offering on the market and the most homogenous at national level.

A careful design, in collaboration with designer Enthoven

For greater impact, Bauer Media Outdoor has placed the emphasis on the design of the screens, which will be an extension of the elegant look of the new generation of STIB buses, trams and metros. Great care has gone into the design, which was created by renowned designer Axel Enthoven (design agency Yellow Window), a world-renowned Belgian talent who has already collaborated with Bauer Media Outdoor on the passenger shelters in Ghent. Unveiled shortly, the design of the screens will fit in with the STIB’s visual identity and will make a lasting mark on the Brussels area, leaving no one indifferent!

An interactive experience for passengers

Each metro entrance will be equipped with a touch screen accessible to users, offering information related to the STIB and the station's surroundings. In addition, each screen will be equipped with mobility information, displaying metro timetables in real time. In addition to this interactive digital face entirely dedicated to the passenger experience, the STIB will also benefit from a presence on the advertising face for its specific campaigns.

Bauer Media Outdoor, a player in intermodality at the service of the smart city

Bauer Media Outdoor thus confirms its positioning as a genuine player in intermodality at the service of passengers. In fact, this win complements the interactive communication services already offered by the company in Belgian SNCB stations (itrain), along the TEC bus network (itec), and now near Brussels metro stations.

"With this partnership, Bauer Media Outdoor is strengthening its presence in Brussels for new communication opportunities for advertisers. We are delighted with this collaboration with the STIB and are convinced that this new device will offer a unique and effective user experience for Brussels metro passengers, while enriching the capital’s public space."

^{says Jan De Moor, Managing Director of Bauer Media Outdoor l Belgium.}‍

* CIM OOH 2023 simulation, T18-54 CIM Brussels.