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.
Maximizing Summer Impact: Why Summer Campaigns Are Among the Year’s Smartest Investments
Summer is sometimes incorrectly perceived as a period of lower market activity. However, data from Tillväxtverket (the Swedish Agency for Economic and Regional Growth), Outdoor Impact, and NEPA proves the exact opposite: summer is one of the most strategically advantageous periods for brands looking to build visibility where people move the most. A combination of record-high tourism, sustained strong reach, and highly favorable pricing creates unique conditions for a high ROI.
Many marketers traditionally scale back their investments during the summer months, believing that the target audience becomes difficult to reach. But the numbers speak for themselves: summer is not a period of inactivity, it is a period of intense movement and high purchasing power.
1. Record-Breaking Tourism and Exploding Consumption
According to official accommodation statistics from Tillväxtverket, tourism in Sweden has not only recovered post-pandemic but has surpassed previous record levels. The sharpest increase is seen precisely during the summer months.
Guest Nights: During the summer of 2025, the number of guest nights in commercial accommodations increased by over one million compared to the summer of 2024. International tourists are driving this growth in particular (+8.8%, totaling 9.4 million guest nights during the summer).
Top Destinations: Stockholm and Gothenburg account for nearly half of all guest nights in Sweden. During the summer months, Gothenburg is the largest destination with 5.5 million guest nights, followed by Stockholm at 5.2 million.
Purchasing Power: Tourism consumption reached new record levels in 2025. Approximately 40% of total tourist expenditure (approx. SEK 1.9 billion out of a total SEK 5.4 billion) goes directly to purchases of retail goods such as clothing, footwear, groceries, and fuel.
For advertisers, this translates into a massive audience of high-spending consumers who are on the move and open to new purchasing opportunities.
2. NEPA Metrics: Equally Strong Impact During the Summer
Source: JCDecaux, NEPA surveys 2019–2026, 1,136 campaigns
Our comprehensive database of NEPA measurements (based on 1,136 campaigns between 2019 and 2026) shatters the myth that advertising is less effective during the summer. Campaigns deliver an equally strong—and in some cases, stronger—impact during the months of June through August compared to the rest of the year.
Sustained Reach and Appreciation: Core KPIs such as Observation (41%), Relevance (65%), and Liking (56%) remain at the exact same stable levels as the full-year average.
Increased Awareness: Certain metrics even trend upward during the summer. Awareness increases from 70% to 72%, and Consideration rises from 55% to 57%.
Driving Action: Action-oriented KPIs such as Purchase Intent (43%), Likelihood to Try (48%), and Recommendation (43%) remain highly robust. Summer campaigns drive interest and action to the exact same extent as usual.
Conclusion: Messages successfully break through and are well-received, even when people are more mobile and have altered travel habits. Summer campaigns drive both interest and action just as effectively as the rest of the year.
3. Strong Summer Reach (VAC)
Our VAC data (Outdoor Impact R17) shows that reach is maintained at impressively high levels, even during the peak summer weeks (weeks 27–32):
Source: Outdoor Impact R17
Metro Digisize: Shows a natural decrease of 21% as commuting declines, yet still delivers a powerful reach of over 6.2 million VAC per week.
Digisize National & Bus Shelter: Displays minimal changes, with only 11% and 9% lower VAC respectively compared to the reference week.
This proves that when commuting patterns shift to summer activities, campaigns still find their target audience and achieve broad reach in the urban environment.
4. The Best Pricing of the Year – Lower CPM and Deep Discounts
What makes the summer season an exceptionally strategic win for marketers is the price tag. While reach remains stable, JCDecaux’s summer offers kick in, making the effective cost per mille (CPM) extremely advantageous.
Through our summer discounts, CPM levels drop dramatically compared to the autumn and winter seasons (weeks 33–53):
Source: JCDecaux Pricing Data / Outdoor Impact R17
Capture the Momentum: Flexibility with Programmatic DOOH
Summer in Sweden is packed with hundreds of public events, festivals, and concerts that draw massive crowds to the cities.
With Digital Out-of-Home (DOOH) advertising, you can achieve broad reach with relatively modest budgets. Furthermore, by utilizing programmatic solutions, you gain the flexibility to optimize your messaging for the right location at the exact right time—for instance, in direct proximity to the summer’s largest public events.
Want to learn more about how to capitalize on the best prices of the summer and reach millions of relaxed, buying-ready consumers? Contact your sales representative today!
This morning, in collaboration with Sveriges Annonsörer (Brand Marketing Sweden), we hosted a breakfast event filled with actionable strategies, compelling case studies, and inspiration.
Dr. Niklas Bondesson (Advisor and Partner at NoA Consulting and Researcher at Stockholm University) shared the research behind why a strategic “no” to the wrong things creates the space to say a powerful “yes” to communication that actually drives results.
– “The recipe for success in maximizing impact today is all about having the courage to say no. No to too many channels, campaigns, and assets. This frees up resources for what truly works – the well-thought-out, well-produced, and creative,” says Niklas Bondesson.
Alexei Grinevski (Senior Media Strategy & Execution Lead at TUI) took us behind the scenes of TUI’s marketing strategy. He demonstrated how they build a robust media mix, using Out-of-Home (OOH) advertising as a core pillar to secure both broad reach and a strong visual presence.
-“It was a pleasure to participate in JCDecaux’s creative breakfast and offer an insight into the travel industry’s communication challenges, and how we at TUI work to solve them using D/OOH. Out-of-home media is an incredibly important communication channel for us, and it’s truly exciting to see how it constantly evolves and offers advertisers ever-greater opportunities,” says Alexei Grinevski.
A huge thank you to everyone who joined us to start their morning, and an extra warm thank you to our fantastic speakers, Niklas Bondesson and Alexei Grinevski, for sharing their expertise!
Summer mingling at its best!
Thank you to all our fantastic clients who celebrated the start of summer with us at our after-work event. Check out the photos below to see some of the highlights from the evening.
The takeover marks the start of JCDecaux’s implementation of its new strategy for Stockholm’s public transport system.
“It is a historic moment for JCDecaux Sweden as we now enter the metro to elevate the media experience in public transport. We are fully committed to creating maximum value for the market. The modernisation of the advertising assets is now beginning, station by station,” says Magnus Heljeberg, CEO of JCDecaux Sweden.
Construction of the new advertising formats, which will be unique in Europe, begins this week. The work will progress step by step during the spring and summer to create a more modern and effective advertising and information environment for both passengers and advertisers.
Facts: JCDecaux takeover
– Current scope: JCDecaux has assumed responsibility for all advertising space at 14 top-performing stations in Stockholm.
– Reach: These stations account for approximately 92% of total passenger flow in the metro.
– Investment: A total investment of SEK 150 million in the new infrastructure.
This morning, in collaboration with Sveriges Annonsörer, we hosted a breakfast seminar filled with inspiration and key takeaways from the winners of the 2025 100-wattaren awards.
The 100-watt winner in the Consumer category presented their campaign, which focuses on celebrating a unique taste experience and cultivating a lifelong brand love for the burger.
The 50-watt winner in the Business category shared the strategy behind their campaign, aimed at making advanced cybersecurity accessible to the entire B2B market.
“To visualize security in a way that truly cut through the noise, we chose a distinct symbol—the woodpecker—and added a touch of humor. The results far exceeded our expectations!” — Beata Enmark, Head of Marketing & GTM | B2B Marketing at Telia.
A big thank you to Linus Blom, Petter Nylind, Joakim Estemar, Beata Enmark, and Jerker Winther for their fantastic presentations and for sharing their expertise.
We are now taking the next step in the development of out-of-home advertising in Stockholm. JCDecaux has officially taken over all bus shelters in Stockholm’s A-region, comprising a total of 2,500 analogue panels and 300 digital screens. The analogue panels are already displaying current campaigns.
In parallel, we are carrying out a major upgrade of the screens. On Monday, we began replacing all existing 75″ screens with new, larger 86″ screens offering razor-sharp image quality. This is a key investment to enhance both the visual experience and the impact of campaigns.
What does this mean for you as an advertiser?
With this rollout and upgrade, you benefit from:
The large number of sites and their central locations in Stockholm’s A-region ensure your messages are exposed to a high volume of travellers, commuters and passers-by, around the clock.
The larger 86″ screens, combined with enhanced image quality, make it easier to absorb your message even from a distance and on the move. This delivers stronger impact, especially in environments where people are moving quickly.
The combination of larger formats, higher resolution and modern design creates a more exclusive look and feel. Your campaigns gain a distinctly upgraded and contemporary expression.
With 2,500 analogue panels and 300 digital screens in Stockholm’s A-region, we now offer one of the city’s most powerful platforms for reaching people in their everyday lives. The combination of reach, frequency and high-quality sites provides excellent conditions for both brand-building and sales-driven campaigns.
Would you like to know more about the opportunities in Stockholm’s A-region, or how to best integrate the new digital screens into your media mix? Contact our sales team to learn more.
We kicked off 2026 with Summit Inspiration, an engaging morning hosted alongside Sveriges Annonsörer. Five nominated entries from the 100-wattaren 2025 shared their cases, complemented by a delightful breakfast, networking, and French crêpes.
The campaign revolved around summery station offers, featuring catchy songs about everyday products like hot dogs, ice cream, and drinks.
– “Fun to present the campaign to such a savvy audience – and prove that almost anything sells with a song (or three),” says Christian Heinig at 13.
– “In an era where wallets trump planetary care in milk choices, Arla must prove our sustainability commitment is more than words – it’s real action, worth a little more,” says Jakob Swedenborg, Executive Creative Director & Head of Creative, and Henrik Boavida Åkerman, Project Manager at THE BARN.
– “This campaign honors all those wonderful people seizing life’s joyful moments. Amid global unrest, it’s vital to celebrate precious times and savor what’s good around us,” says Sebastian Delefors, Head of Marketing at Parks and Resorts Scandinavia AB.
– “This campaign highlights how SKF Group, through collaboration and innovation, helps use Earth’s resources smarter and more sustainably – told in a fresh, creative, forward-looking way,” says Anna Wirsen, Brand Project Lead at SKF Group.
– “Thrilled to champion Sweden’s favorite fika. Hope the workplace cinnamon bun hit the spot,” say Joakim Estemar and Petter Nylind, Senior Copywriters at NoA | Åkestam Holst.
Thank you to everyone who attended—we wish all nominees the best of luck in the 100-wattaren in February!
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
