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.
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.
JCDecaux Sweden is gearing up for the takeover of the largest advertising contract in the Nordics, starting January 2026. The agreement with SL covers all bus stops throughout Stockholm County, the 12 most central subway stations, as well as T-Centralen and Odenplan’s commuter train stations.
Throughout spring, 17 new talents have been scouted to strengthen teams across all sectors of the company. In addition, several internal recruits have been promoted to new positions within the company.
“We are witnessing great curiosity and anticipation in the market due to our historically large expansion in Greater Stockholm, which is the biggest since JCDecaux established its presence in Sweden in 1989. These new talents bring extensive experience from sales, marketing, and establishment, further strengthening our teams. More individuals will join after the summer,” says Magnus Heljeberg, CEO of JCDecaux.
The new hires are:
Pontus Källsholm – Key Account Manager
Pontus joins JCDecaux in June, previously from Clear Channel.
Erika Nygren – Key Account Manager
Erika joins us from CityReklam.
Jakob Rubertson – Head of Data & Analytics
Jakob was previously with YouGov.
Örs Szasz – Head of Programmatic
Örs comes from PHD.
Johanna Andersson – Campaign Planner
Johanna joins us from Clear Channel.
Alexander Niléhn – Growth Marketing Manager
Alexander comes from EPAM Systems.
Sebastian Nikula – Senior Advisor
Sebastian was previously with DHR.
Juni Carlstoft – Content Manager
Juni comes from By Malina.
David Sjöstrand – Campaign Planner
David joins us from Emax Media.
Kristian Baumgartner – Production Manager Digital Operations
Kristian was previously with STC Training Club.
Johannes Personne Havia – Digital Screen Operations Manager
Johannes comes from Pixelo.
Iris Magnell – Receptionist
Iris was previously with T-Jarlen.
Yunping Zhou – Finance Assistant
Yunping comes from REDGO Sweden.
Mikaela Lundström – Production Manager Permits & Construction
Mikaela comes from Cinemantrix.
Lovisa Ahlsved Tiden – Campaign Planner
Lovisa joins us from Refunder Scandinavia.
Filippa Berglund – Campaign Planner
Filippa comes from the Swedish American Chamber of Commerce in San Diego.
Robin Duivestein – Logistics Manager
Robin joins JCDecaux in June, previously with BAUHAUS & Co KB.
JCDecaux is also internally promoting the following individuals to new roles:
Jasmine Bäckström – Ad Operations Digital & Programmatic Specialist
Sanna Andersson – Administrative Manager
Anna-Cecilia Jonsson – Brand Manager
Sandra Modin – Audience Data Specialist
Jonas Bergman – Head of Client & Agency Strategy
The expansion includes 4,200 digital and analog advertising spaces, making JCDecaux the largest player in outdoor advertising in the Nordics. With an investment of several hundred million kronor, a comprehensive digitalization is underway with 1,000 new digital spaces throughout the county and in Stockholm’s subway. This modernization will create a more dynamic information environment for travelers and offer advertisers new, flexible exposure opportunities, while significantly enhancing the visual experience of both the subway and urban environments.
For more information, contact:
Communications Manager, Malin Otterström
073-976 26 94
This morning, a Creative Breakfast was held in collaboration with Sveriges Annonsörer, featuring David McEvoy, Chief Marketing Officer at JCDecaux UK, and Victoria Adolfsson from The Coca-Cola Company.
David McEvoy presented the so-called “two screen strategy,” which leverages powerful synergies between online channels and digital out-of-home advertising (DOOH) to maximize marketing reach and effectiveness.
Victoria Adolfsson presented their iconic Share a Coke campaign, making a much-anticipated comeback in a modern, digital version. The relaunch allows a whole new generation, Gen Z, to engage with the campaign for the first time, while also evoking nostalgia and joy for those who remember the original version.
A big thank you to David and Victoria for their fantastic presentations!
We are delighted to invite you on the 4th of June to uncover programmatic DOOH insights in the Nordics.
VIOOH– the leading premium global digital Out-of-Home supply-side platform launch the first in-depth programmatic DOOH research in the Nordics.
Following success in the UK, Germany, France, Spain, USA, Australia, and Brazil, it is finally time for the Nordics – with insights from Sweden, Norway, Denmark, and Finland.
The report highlights the latest trends, challenges, opportunities, and future outlook for programmatic DOOH.
This is a unique opportunity to deepen your knowledge, network, and enjoy an inspiring moment in the programmatic DOOH world.
Please feel free to share internally with relevant colleagues who you don’t want to miss this.
WHEN: Wednesday 4th of June 2025
08:00am – 10:00am
WHERE: JCDecaux, Stureplan 13 Stockholm
AGENDA:
08:00-08:30 Breakfast
08:30-08:50 Welcome and State of the Nation Key Findings Presentation
08:50-09:25 Industry Panel with JCDecaux Sweden, The Trade Desk, Vistar Media and Tre Kronor Media
09:25 – 09:50 Q&A
Looking forward to see you all here!
Yesterday, we hosted the second Insight Lunch together with Erik Modig, one of Sweden’s top researchers and marketing geniuses. During the lunch, we delved into how scientific methods can be used to maximize the effect of outdoor campaigns, with a particular focus on econometric modeling for outdoor advertising.
“The results of an econometric modeling of outdoor advertising are highly dependent on the quality of the input data and the design of the model. To get an accurate picture of outdoor advertising’s contribution, one should examine data granularity. The key is to focus on outdoor advertising’s strengths in terms of reach, creativity, and the ability to influence customers and growth thanks to its ‘Super Bowl effect’!” – Erik
A big thank you for a fantastic lecture and to everyone who attended!
