JCDecaux recently announced that its Berlin-based German subsidiary Wall signed a new 15-year exclusive contract. This is for all back-lit and digital advertising street furniture excluding bus-shelters following a competitive tender.
This new contract includes at least 700 2sqm panels, 900 4sqm panels and 330 9sqm panels which will be either back-lit static, scrolling or digital. This franchise will commence on January 1 2019, by replacing all existing structures with new ones specifically designed for Berlin.
The 4500 advertising bus-shelters in Berlin which are operated by Wall (West Berlin until 31/12/2018 and East Berlin until 12/03/2020) will be subject to a separate tender from Berlin Transport Authority.
Jean-François Decaux, chairman of the executive board and co-CEO of JCDecaux, said in Berlin on signing, ‘Berlin with 3.6 million people is the most important city in Europe’s largest advertising market. We are very pleased to continue to be Berlin’s exclusive partner for all back-lit and digital advertising street furniture which is one of the fastest growing segments of the overall advertising market in Germany where OOH now represents more than 6% of advertising spend.
‘This new contract will pave the way for increasing the digitisation of our asset portfolio across all formats (2sqm, 4sqm and 9sqm) which will further enhance the attractiveness of our OOH/DOOH network for national, regional and local advertisers.’