Insights into a Dynamic Media Landscape
We gather the latest in OOH, DOOH, and prDOOH, from new formats and campaign ideas to trends, measurements, and industry events. Using cities as a platform, we share perspectives and knowledge that help you create communication that stands out, gets noticed, and truly makes a difference.
Welcome to our hub for news, insights, and events. Here, we share current observations, analyses, and inspiration from our network in Sweden and around the world. Whether you work in strategy, creativity, or media buying, you’ll find content that offers new perspectives and ideas.
JCDecaux strengthens partnership with Childhood – advocating for children’s rights
At JCDecaux, we are proud to deepen our partnership with Childhood, an organization founded by Her Royal Highness Queen Silvia in 1999. Childhood works tirelessly to uphold children’s rights and protect vulnerable children both in Sweden and around the world. Through this collaboration, we aim to foster a safer, more equitable society for every child.
Our partnership goes beyond impactful reach via our media surfaces. It also involves raising awareness internally among our employees and externally with clients—through customer events, social media, and newsletters—to boost engagement for children’s rights.
Childhood supports local projects in 16 countries and actively prevents violence and sexual abuse against children in line with the UN Convention on the Rights of the Child. Their vision is a world where all children grow up safe, loved, and free from violence and abuse.
As the first step in our partnership, we are supporting Childhood with a specially designed Christmas campaign displayed on one of our most central billboards in Stockholm throughout December. The campaign amplifies children’s voices through their own drawings of Santa Claus and Christmas scenes, a powerful reminder that one in four children experience sexual abuse, but it can be prevented.
Subscribe to our newsletter to learn more about our joint efforts and discover how you can get involved in creating a safer future for all children.
Read more on Childhood’s website: https://childhood.se
This morning’s Creative Christmas Breakfast, hosted in partnership with Sveriges Annonsörer, was truly inspiring. The tree was up, the glögg was hot, and the saffron buns were ready to enjoy.
We’ve launched a partnership with World Childhood Foundation to amplify efforts for children’s rights. Kicking things off, we’re supporting them with a custom Christmas campaign on one of our prime Stockholm billboards, featuring kids’ own drawings of Santa and holiday motifs to spotlight the stark reality that 1 in 4 children faces sexual abuse. Ellika Mårtensson, Senior Manager Partnerships & Philanthropy at World Childhood Foundation, joined us alongside Linnéa Gardefjord and Adam Gäfvert, Art Directors at King Advertising Agency, to unveil it.
“Leveraging your reach to spread a message that touches hearts and drives real change is essential. This isn’t just a campaign for us, it’s about raising awareness of the issue and empowering action. JCDecaux’s bold commitment means the world, as it could ultimately help a child get the support they need,” says Ellika Mårtensson.
Karin Wickberg, Marketing & Communications Director at Nordiska Kompaniet, shared insights on this year’s holiday window display, inspired by Astrid Lindgren and Pippi Longstocking.
–“Christmas at NK is always magical, but this year it’s downright enchanting. Our windows are dedicated to children, blending masterful craftsmanship, holiday spirit, and fresh ideas—while honoring our legacy as a Christmas destination. Celebrating Pippi’s 80th anniversary through a unique collaboration with Astrid Lindgren Aktiebolag is an honor. Together, we’ve crafted displays that champion imagination, courage, and joy—values that unite Pippi and NK—and we hope they inspire kids and adults alike to embrace the playful and unexpected,” says Karin Wickberg.
Karolina Hülphers, Head of Media & Integrated Brand Communication at Carlsberg Group, discussed how 1664 Blanc and classic Apotekarnes julmust campaigns leverage out-of-home advertising for brand impact.
-“For three years, 1664 Blanc’s media strategy has been clear: prioritize outdoor to cut through the noise. Our premium approach thrives on visual punch, always rooted in quality, creativity, and elegance. Close ties to the fashion scene led to a puffer jacket adorning our bottle this time,” says Karolina Hülphers.
A huge thanks for the outstanding presentations and festive kickoff to the day!
What an unforgettable afternoon and evening celebrating the future of out-of-home advertising at Power of Public Space – The Launch Event!
We were thrilled to welcome leading voices from media, entrepreneurship, politics, and marketing. Their insights offered fresh perspectives on shaping tomorrow’s public spaces and harnessing OOH as a transformative force in urban life.
The night exploded with Thomas Stenström‘s high-energy performance, igniting the dance floor and capping off an epic evening.
Grateful to all speakers, guests, and partners who powered this milestone. As Jean-François Decaux put it: “JCDecaux is number one worldwide, we grow through creativity and innovation.”
Photo: Smajl Studio, Magnus Svensson and FIVE Sweden
JCDecaux, Sweden’s leading outdoor advertising company, has won the public tender for advertising in bus shelters across the Uppsala Region. The five-year agreement, commencing on 1 February 2026, further strengthens JCDecaux’s presence in Sweden’s 25 largest cities and offers advertisers unrivalled access to some of the country’s most affluent and hard-to-reach audiences.
Under the agreement, JCDecaux has been granted the exclusive rights to manage advertising spaces in Region Uppsala’s bus shelters. Uppsala, Sweden’s fourth largest city, represents a strategically important market characterised by its two universities, a young and highly educated population, and strong purchasing power.
The contract includes approximately 200 advertising faces across 100 shelters. This partnership complements JCDecaux’s existing national network, further expanding the company’s reach in Sweden’s key economic regions.
Sales Director Cecilia Ottobre sees significant opportunities in the newly awarded contract:
– “Together with our networks in Sweden’s 25 largest cities, we can now offer advertisers even broader reach in the regions where people live, travel and shop the most. Uppsala is an exceptionally important market for our clients, and we look forward to working closely with Region Uppsala to develop the outdoor medium and deliver an attractive product that truly drives business impact in one of Sweden’s most dynamic regions.”
For more information, please contact:
Malin Otterström
Head of Communications, JCDecaux Sweden
Photographer: Oscar Ekholm, Unsplash
This morning featured an inspiring creative breakfast in collaboration with Sveriges Annonsörer. It’s always valuable to gather and exchange ideas about our industry and future opportunities.
Jim Carlberg, Marketing Director at Samsung, emphasized the importance of making the right choices and sometimes saying no. In a world where “more” is often seen as better—preferably everything at once—the ability to prioritize is one of the key strategic strengths.
Sindra Liebe, strategist, and Felix Jörneman, copywriter at Åkestam Holst / NoA, shared insights from IKEA’s latest campaigns where they transformed their product communication to maximize impact in reach media. For example, they included multiple languages to warmly welcome all tourists to Stockholm.
Step into the future at the JCDecaux Showroom on Kungsgatan!
We invite you to an innovative space where cutting-edge technology meets creative inspiration. Gain exclusive insight into the revolutionary digital solutions set to transform Stockholm’s subway system in 2026. More than a preview, this is your chance to explore how digital advertising can elevate your brand’s presence in the city’s busiest public spaces.
Our showroom is not merely an exhibition – it’s an immersive experience. Discover firsthand the power of the Nordic region’s largest outdoor advertising network and learn how your brand can stand out and command attention like never before. Throughout the autumn, the showroom will be a vibrant hub of curated insights, fresh inspiration, and bold visions for the future of digital outdoor media.
Ready to lead the way in digital outdoor advertising? Contact your sales representative to arrange a private tour. We look forward to welcoming you at Kungsgatan 18, where tomorrow’s communication takes shape today.
Lund Municipality, Tetra Pak & CoAction in a new collaboration; Lundahoj expands with new stations and increased accessibility
Lund’s popular bike-sharing system, Lundahoj, is entering a new phase of expansion thanks to a strategic partnership with Tetra Pak and CoAction. The collaboration was inaugurated today with a new bike station at Tetra Pak’s office in Lund, marking the start of an expansion that will provide more Lund residents with access to sustainable travel options.
The partnership with Tetra Pak exemplifies how the business sector can contribute to the city’s development. As part of the collaboration, Lundahoj has installed a new station right outside Tetra Pak’s headquarters, making it easier for their employees and visitors to choose sustainable transport.
This partnership also supports a broader expansion of Lundahoj, with plans to add eight more bike stations expected to be operational by May 2026. This initiative responds to a growing demand, as Lundahoj has seen a steady increase in usage since its inception.
The opening ceremony of the new station was celebrated today with Louise Rehn Winsborg, Chair of Tekniska Nämnden in Lund Municipality, cutting the ribbon.
“Lund aims to be a leader in sustainable mobility. Lundahoj is a key part of the city’s transport system, and this collaboration between Lund Municipality, Tetra Pak, CoAction, and JCDecaux – which provides and maintains the bikes – highlights the strength of partnerships between the business community and local government working together towards common goals. This is great news for the people of Lund,” says Louise Rehn Winsborg.
“We are excited to offer commuters, including Tetra Pak employees and local residents, a more flexible way to travel to and from trains and buses. This is part of our strategy to promote sustainable commuting for our staff. We strongly believe in flexible first- and last-mile solutions, and Lundahoj plays a key role here. Establishing a station on privately owned land was an idea that emerged from our work within CoAction, a climate partnership with 36 participants in Lund,” says Anna Stålnacke, Operations Manager at Tetra Pak.
A big thank you to Sofia and Sanna for their dedication to the successful reopening of the Lundahoj station at Tetra Pak’s headquarters today!
From left to right: Louise Rehn Winsborg, Chair of Tekniska Nämnden, Anna Stålnacke, Operations Manager at Tetra Pak, Ola Trulsson, Environmental Manager at Tetra Pak
JCDecaux, the world leader in outdoor advertising, today announces an order exceeding 72 million SEK for new, state-of-the-art screen technology. This is the first part of the total SEK 150 million investment announced in connection with the signing of the SL contract. The order is placed with the world-leading manufacturers AOTO and Symbicon and marks the starting point for extensive digitalization in Stockholm’s public transport.
After signing the largest advertising contract in the Nordics with SL in August, JCDecaux now takes the next step to realize the vision of a modernized and digitized public transport environment. The 72 million SEK investment is dedicated to purchasing the latest generation of digital screens to be installed at the 14 busiest concept stations in the subway and on bus shelters throughout Stockholm County.
The deal is divided into two strategic parts:
46 million SEK is invested in new digital display cases with an 86-inch screen size from the Finnish premium supplier Symbicon. These screens will be installed in hundreds of bus shelters, offering unparalleled visibility and flexibility along Stockholm residents’ daily travel routes.
26 million SEK is invested in 19 square meter LED screens for the new MetroVision concept from the global technology leader AOTO. These large-format screens will create landmarks at strategic subway locations and provide advertisers with a platform of exceptional visual power.
“Our commitment to SL and Stockholm residents is to invest in a public transport environment of world-class standards. By collaborating with the absolute best manufacturers, AOTO and Symbicon, we ensure a safe and secure premium infrastructure that will redefine what is possible in outdoor advertising. This gives our clients an unbeatable platform to build strong brands and practically demonstrates the power of public space,” says Magnus Heljeberg, CEO of JCDecaux Sweden.
The choice of suppliers was made after a careful evaluation process where technical performance, sustainability, and innovation were crucial.
“We have chosen technology that delivers outstanding image quality, is energy efficient, and built to withstand demanding public environments,” says Malin Andersson, Asset Director at JCDecaux.
“For us, safety and security in public spaces are essential. That is why we have placed very strict requirements on our suppliers. Our new screens are flicker-free, fire-rated according to EN-13501, and IP65-rated to withstand weather, wind, and dust. Additionally, they are EMC Class B certified, ensuring they do not interfere with other sensitive equipment in public transport. A vital feature is the ability to connect to VMA (Important Message to the Public), making the screens an important part of the community’s crisis preparedness.”
“JCDecaux and AOTO share a vision of setting a new industry standard for the city’s public spaces with innovative LED technology. In Stockholm’s subway, regarded by many as one of the most beautiful in the world, we have applied the most advanced and fire-safe LED technology to create a screen system that is both safe and visually striking. This shows that the future of digital advertising is about more than visibility – it must be integrated, secure, and enhance the public experience. This is more than an advertising project; it is a legendary engineering project for Stockholm, and we are incredibly proud to have contributed,” says Richard Yang, CEO of AOTO.
Installation of the new screens will begin after New Year’s, in preparation for the launch of the new SL contracts in February and May 2026.
On picture: Fr right: Magnus Heljeberg, VD JCDecaux, Malin Andersson, Asset Director JCDecaux, Richard Yang, VD AOTO, Mike Liu, Deputy General Manager, Joe Wu, Sales Director
Dagens Media has interviewed JCDecaux Sweden’s CEO Magnus Heljeberg, Communications Manager Malin Otterström, and Sales Director Cecilia “Cicci” Ottobre about the new SL contract. Below is a summary of the article, where they discuss plans for digitalization, new products, and future investments.Read the full article here: The billion SEK SL contract: This is JCDecaux’s plan ahead
JCDecaux takes over SL’s advertising spaces – billion-Swedish-krona contract and record digitalization
When SL’s new advertising contract takes effect in 2026, a historic increase in public transport advertising revenue is expected. The guaranteed annual return will increase by 50 percent, from about SEK 400 million to at least SEK 600 million. Overall, the contracts are estimated to be worth around SEK 5.5 billion during the seven-year period.
JCDecaux strengthens its position
In the procurement, JCDecaux won two contracts accounting for approximately 80 percent of the total value. This means the company will surpass Bauer Outdoor (formerly Clear Channel) and become the leading outdoor advertising player in both Sweden and the Nordic region.
The contracts cover two main areas:
Concept stations: 14 of the largest subway and commuter train stations in central Stockholm. Here, 400 analog large formats will be replaced by digital screens, and new solutions will be added along tracks and escalators.
Bus shelters: All bus shelters in Stockholm County, more than 1,500 stops. In addition to existing areas, about 200 new advertising signs and extensive digitalization will be introduced.
Focus on giant screens
One of the most notable new features is the Metrovision giant screens, measuring 19 square meters, which will be placed opposite the platforms. These will be the largest of their kind in Europe at this location. Installation starts in summer 2026, with a total of 70 screens to be installed.
Recruitments and preparations
To manage the initiative, JCDecaux has already hired 20 new employees, with more expected in the coming months. – “Maybe 10–15 more employees, but one step at a time,” says Malin Otterström.
When the new spaces are launched, the company will also serve as a showcase for the international group.
“Large international clients in London, New York, or Paris will undoubtedly buy advertising in the Stockholm subway,” says Heljeberg.
JCDecaux will present its new advertising packages to the market already in September. Bus campaigns start in February 2026 and concept stations in May the same year. – “It hasn’t been difficult to schedule meetings this fall,” the Sales Director Cecilia Ottobre notes.
Pricing will reflect the unique locations.
“These are unique advertising spaces, and the value will naturally be adjusted accordingly,” Ottobre says, emphasizing that prices will always be driven by demand.
Looking ahead
JCDecaux is investing SEK 150 million in the digital expansion. The company expects 2025 and 2026 to be heavier years profit-wise due to these investments, but sees a strong recovery already in 2027.
The outdoor media channel has grown steadily in recent years and today accounts for about 5 percent of the ad market according to IRM. Heljeberg believes the share could rise to 6–7 percent within a few years, not least thanks to the possibilities offered by digitalization.
– “Partly because of this unique investment we are making in the Nordics, and partly because of our reach and the flexibility that comes with digitalization,” he says.
The cities of the future are green, smart, and connected.
Time: June 25, 2025 – June 27, 2025, 09:00-16:00
Location: Almedalen, Hamnplan, Skeppsbron 20, Visby
Welcome to our exhibition of: – Fully accessible public toilets – Connected and climate-smart bus shelters with defibrillators – Solar cell-powered rental bike systems – Service station with still and sparkling water and a fully automated air pump
Date & Time: Tuesday-Thursday, June 24-26, 09:00-16:00
Location: Hamnplan, Skeppsbron 20 [Map Link]
Book your demonstration time:
Email: [email protected]
Phone: 073-375 69 87
Or feel free to “drop in” from Tuesday to Thursday, 09:00-16:00.
