A key date in the media industry calendar, Bauer Media Outdoor’s Highlights event once again brought together an ever-growing audience of clients, partners and industry professionals.
The 2026 edition, held under the theme of TRUST, offered the opportunity to share the company’s vision, priorities and innovations for the year ahead.
A theme that resonates deeply in a context where trust remains essential — the trust brands place in the OOH medium, but also the trust that unites Bauer Media Outdoor with its partners and ecosystem.

At a glance

• Under the sign of TRUST, Bauer Media Outdoor reaffirms its position as a leading and reliable player in the OOH industry.
• Continued digital growth, with double-digit expansion and more than 1,200 screens by 2026, notably marked by the Thomas More contract (11 campuses, 7 cities).
• In response to the new HFSS regulations, the company reinforces its brand-safe, compliant and future-proof positioning, supported by in-house data and integrated systems.
• Strengthened media synergies, including Drive Two (combined Radio & DOOH offer with RMB) and Moment of the Day – FIFA 2026, in partnership with RMB, RTBF, VAR and VRT.
• Upcoming launch of the HALOOH client platform, designed to deliver greater transparency, fluidity and autonomy, putting data and client experience at the heart of collaboration.

A European footprint, a family vision

Since joining the Bauer Media Group, Bauer Media Outdoor has become part of a strong European network, active in radio, press, digital and out-of-home, while staying true to its local DNA.
This DNA combines proximity, responsibility and long-term vision with a culture deeply rooted in data, digitalisation, innovation and creativity, driving sustainable growth.

As the third-largest medium in Belgium, OOH continues to grow steadily and strengthen its credibility among advertisers.
A visible, real and public medium, OOH stands as a benchmark for trust and transparency.
In an increasingly digital world often seen as fleeting, OOH remains tangible, verifiable and naturally brand safe.

A brand-safe, compliant and future-proof medium

Following the reinforcement of the Belgian Pledge within the Belgian Food Advertising Code for HFFS products (High Fat, Sugar & Salt), Bauer Media Outdoor positions itself as a rigorous, responsible and forward-looking player.
The company has strengthened its internal processes with systematic compliance checks, supported by a centralised data infrastructure and integrated in-house systems, ensuring precise targeting, complete traceability and operational excellence.

Sustained digital development

The development of DOOH remains at the heart of Bauer Media Outdoor’s strategy, aligned with consumer expectations highlighted in last year’s Pulse study:
65% of Belgians say they like DOOH, and 78% notice it.
With double-digit growth each year, the company continues to accelerate its digital expansion, aiming for over 1,200 screens by 2026 and offering the most balanced portfolio on the market.

In this context, the Thomas More contract marks a major milestone: it provides for the installation of digital screens across 11 campuses in 7 cities within the province of Antwerp, reaching a university audience.

This momentum is also supported by the acquisition of Amscreen by the Bauer Media Group, the largest European manufacturer of digital out-of-home displays.
This strategic integration further strengthens Bauer Media’s position in the DOOH landscape and supports its ambition to deliver an ever more innovative, high-performing and European offering.

Media synergies that create value

Bauer Media Outdoor continues to build strategic partnerships and combined media offers.
Among them: Drive Two, the joint Radio & DOOH offer developed with RMB, and the return of Moment of the Day, alongside RMB, RTBF, VAR and VRT, for the FIFA 2026 World Cup.
These collaborations demonstrate both the natural complementarity of media and the power of collective innovation.

HalOOH – the new client platform

HalOOH, Bauer Media Outdoor’s interactive client platform, is structured around two key modules: Solutions and Operations.
The Solutions module will provide access to more than 11 years of data, allowing clients to visualise the impact of our networks across different audience segments, points of interest (POI) and points of sale (POS).
The Operational module will centralise all offers, exchanges and campaign follow-ups.
A major step forward toward a collaboration that is even more transparent, efficient and autonomous.

A responsible and sustainable medium

As part of its Platform for Good initiative, Bauer Media Outdoor continues to expand its environmental commitments through concrete actions such as deploying low-energy digital screens — the most energy-efficient on the market, implementing refurbishment programmes, strengthening supplier monitoring, and developing green roofs to promote urban biodiversity.
Tangible steps that help reduce the ecological footprint while maintaining a positive presence in public spaces.

Creativity at the heart of our DNA

With Urban Media, its dedicated creative division, Bauer Media Outdoor designs concepts that bring brands to life in public spaces.
This creative spirit once again shone through during the Highlights 2026 evening, with an interactive holographic cube that surprised and captivated guests — a striking example of how OOH can combine innovation, emotion and experience.

“Bauer Media Outdoor is evolving while staying true to its DNA: a medium that is close to people, anchored in real life, yet driven by data, digitalisation, innovation and creativity.
Our ambition is to continue shaping out-of-home in an increasingly digital and responsible environment, while maintaining the bond of trust that connects us with our partners and audiences.
Because it is on trust that we build strong and lasting brands, every single day.”
— Jan De Moor, Managing Director, Bauer Media Outdoor Belgium