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.
Insights into a Dynamic Media Landscape
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.
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Measuring Out‑of‑Home in Sweden: Outdoor Impact and National OOH Standards
Outdoor Impact is the common currency for Swedish out‑of‑home advertising. Its purpose is to provide a consistent, transparent basis for how OOH and DOOH deliver reach, frequency and impressions, regardless of which sites or formats are used. For media buyers, this means that planning and evaluation can be carried out on the same underlying data, rather than on separate models from each individual vendor.
Read more about how JCDecaux works with Outdoor Impact here.
The foundation of Outdoor Impact is detailed data on traffic flows and site locations. It maps how people move on foot, by car and via public transport through different out‑of‑home environments. These flows are then linked to actual advertising assets in shelters, bus stop panels, street furniture, city information boards and standalone sites. Each site is assigned a description of how many people pass by – and in what way.
The flows are then adjusted through visibility models. Distance, angle, height, direction of travel and any obstructing buildings affect what proportion of passers‑by can realistically see the creative. In this way, raw passers‑by are converted into impressions. For DOOH, play‑out data is added so that only the moments when a specific creative is actually shown are included in the calculation. The result is comparable contact and reach figures across an entire OOH network.
Outdoor Impact makes it possible to simulate different campaign scenarios. You can see how reach and frequency change when you add or remove select sites, switch cities or combine different environments. This supports the selection of the best formats for reach within a given budget. At the same time, the standard provides a common language between buyers and sellers of out‑of‑home.
For prDOOH, Outdoor Impact functions as a base layer. Programmatic buying platforms use the same data on sites and environments, but combine it with real‑time decisioning about when and where DOOH spots should run. This preserves the Swedish measurement standard, while the buying logic becomes more digital.
Creative OOH solutions – special builds and Innovate – also relate to this framework. They may sit partly outside standardised models, but are often placed close to existing sites where Outdoor Impact already describes the audience. Their impact can then be understood in relation to the rest of the campaign.
In summary, Outdoor Impact is a way to ensure that OOH and DOOH are measured in a structured and comparable way. When all parties work from the same standard, it becomes easier to plan, optimise and evaluate out‑of‑home as part of a broader media mix.
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JCDecaux strengthens partnership with Childhood
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.
- “Partnerships are essential in the fight against sexual abuse of children. We must keep discussing the difficult topics – only then can we drive real change. That’s why we’re thrilled and proud that JCDecaux is now by our side. This visibility is another key piece in our zero-tolerance vision: no child should ever suffer,” says Paula Guillet de Monthoux, Secretary General of World Childhood Foundation.
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.
- “Depicting sexual abuse against children is a profound creative challenge. By using children’s own coloring book drawings as our starting point, we were able to capture the child’s perspective in a way that feels both innocent and deeply unsettling — a contrast that makes the message far more powerful than anything we could have constructed ourselves. Christmas is also a time when vulnerability increases, which made it especially important to find an expression that truly lingers. Collaborating with experts in the field, combined with the strategic placement of the outdoor ads, gives the campaign the presence and impact that this subject demands,” say Linnéa Gardefjord and Adam Gäfvert, Art Directors, and Lena Ivarsson, Account Manager at King Advertising Agency.
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
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Creative breakfast with Sveriges Annonsörer
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!
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Power of Public Space – The Launch Event
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.
- Jean-François Decaux (Co-CEO, JCDecaux Group) and Magnus Heljeberg (CEO, JCDecaux Sweden) opened with a powerful vision of how digitalization turns cities into dynamic communication hubs, spotlighting Stockholm’s MetroVision as “the world’s largest subway cross-track digital screen.”
- Erik Modig, leading market researcher, unpacked the science of massive impact and the “Super Bowl Effect” in OOH campaigns.
- Stefan Johansson (S) and Dennis Wedin (M) explored public-private partnerships for safer, more vibrant urban environments.
- Media agency CEOs – Nike Carlstoft (Dentsu), Lina Lindén (WPP), Fredrik Eriksson (OMG), Ragnar Tingström (Scream), and Robin Cavonius (Precis Digital) debated investment strategies, balancing brand equity with data-driven ROI.
- Ash Pournouri (Founder & CEO, UNLTD Group) inspired with bold takes on entrepreneurship, creativity, and media innovation.
- CMOs Victoria Adolfsson (Coca-Cola), Jim Carlberg (Samsung), and Lennart Schultz (Reitan) shared how public spaces drive emotional, high-impact brand experiences.
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
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JCDecaux secures strategic contract with Region Uppsala – strengthening its presence in Sweden’s fourth largest city
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 SwedenPhotographer: Oscar Ekholm, Unsplash
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ROI, ROAS, and ROMI – what is the difference, and which one should you use?
ROI, ROAS, and ROMI: What is the difference, and which one should you use?
When allocating budgets across OOH, DOOH, search, social, TV, and retail, three acronyms quickly become central: ROI, ROAS, and ROMI. They may sound similar, but they measure different things, and your choice of metric can determine whether out-of-home advertising is viewed as a cost or as one of the most powerful engines in your media mix.
Below, we break down the differences, how to calculate them, and when each metric is most useful in an OOH/DOOH-driven media strategy.
1. ROI: The big picture of the business
What is it?
Return on Investment (ROI) measures the total return on an investment: how much profit you get back in relation to what you have invested. It is used widely in general business and finance, not just in marketing.
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Formula:
(Profit – Cost) / Cost
How does it relate to OOH/DOOH?
When looking at ROI, you want to see how the entire marketing budget contributes to results, not just the “last click” from a digital ad. OOH often plays a larger role than “last-click” models reveal:
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OOH builds mental availability and demand, which is subsequently captured via search, programmatic, social, and in-store.
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Studies from the OAAA show that reallocating even a small portion of an existing budget to OOH can result in clear gains in both sales ROI and brand metrics without increasing total spend.
When to use it:
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To evaluate the entire marketing effort from a business perspective.
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When communicating with a CFO or management to show how marketing budgets impact results and profitability.
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When optimizing the media mix at the portfolio level (e.g., how much to spend on OOH/DOOH compared to other channels).
2. ROAS: Sharpness at the channel level
What is it?
Return on Ad Spend (ROAS) focuses on revenue per ad dollar, usually within a specific channel or campaign. It is the most common metric in digital marketing.
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Formula:
Revenue from campaign / Ad spend -
Note: ROAS does not account for costs outside of the media buy (e.g., staff, tech, agency fees).
How does it relate to OOH/DOOH?
OOH and DOOH often influence the ROAS of other channels more than their own “on-paper” channel ROAS:
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OAAA analysis shows that when a portion of TV and digital budgets is shifted to OOH, both ROAS and brand metrics rise, as campaigns reach an optimal efficiency level rather than over-investing in the same saturated digital surfaces.
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Analysts often find that OOH-exposed areas show higher search and social ROAS, simply because more people are already aware of the brand when they encounter a digital ad later.
When to use it:
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To compare how different channels perform in pure revenue per media dollar.
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When optimizing tactical investments within DOOH networks, paid search, or social.
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To prove the “priming effect”: compare ROAS in areas where an OOH campaign is active versus control areas without OOH support.
3. ROMI: The Marketing Manager’s favorite metric
What is it?
Return on Marketing Investment (ROMI) is essentially the ROI of marketing. The focus is on the profit or contribution generated by marketing initiatives after deducting marketing costs.
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Formula:
(Profit from marketing – Marketing cost) / Marketing cost -
ROMI is often used alongside Marketing Mix Models (MMM) and incremental testing to compare everything from brand campaigns in OOH to “always-on” search.
How does it relate to OOH/DOOH?
OOH/DOOH provides both short-term and long-term contributions:
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Short-term: Campaign-driven sales lifts in exposed areas.
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Long-term: Stronger brand equity, higher preference, and higher conversion rates across all channels.
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To capture the true contribution of OOH, you need the ROMI perspective, where both brand impact and sales are accounted for. International studies (e.g., Omnicom/Benchmarketing) suggest that an optimized OOH share in the media mix provides superior ROMI precisely because the effect spills over into other channels.
When to use it:
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To prioritize major strategic initiatives: e.g., “national OOH launch” vs. “increased always-on budget in social.”
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When building business cases to increase the OOH/DOOH share in the mix.
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To balance short-term performance with long-term brand building.
Comparison Table: Which one should you choose?
Metric Answers the question Level of focus Best for OOH/DOOH ROI How profitable is the total investment? Corporate/Portfolio Demonstrating OOH’s role in the total business. ROAS How much revenue per ad dollar? Channel/Campaign Optimizing specific sites or showing how OOH boosts digital ROAS. ROMI How much profit does marketing generate? Total Marketing Prioritizing strategic bets and justifying OOH investments. Conclusion: Choose the metric based on the decision
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Use ROAS when optimizing tactical buys and demonstrating how OOH/DOOH improves performance in other channels.
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Use ROMI when allocating the marketing budget and proving the value of OOH/DOOH in the media mix.
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Use ROI when connecting marketing to the company’s overall profitability.
By combining these three perspectives, you gain a fairer picture of out-of-home advertising—not as an isolated line item in a report, but as a key component that elevates the effectiveness of the entire media ecosystem.
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DSP, SSP, and Ad Exchanges – The Roles in the Programmatic Ecosystem
Programmatic OOH/DOOH – How It Works
Programmatic outdoor advertising means that DOOH is purchased and optimized through the same type of technical ecosystem already utilized for other digital advertising. In practice, it involves three core components working together: the DSP, the SSP, and Ad Exchanges. Together, they manage how digital advertising inventory is made available, sold, and linked to campaign goals. Major industry players such as AdQuick, Vistar Media, Broadsign, VIOOH, and global DSPs like The Trade Desk describe programmatic DOOH in precisely these terms.
Source: AdQuick – “The Complete Guide to Programmatic DOOH Advertising”
DSP (Demand-Side Platform): Where the buyer manages the campaign
A DSP is the tool where advertisers or agencies plan, manage, and purchase programmatic outdoor advertising. Within the DSP, users:
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Set target audiences, budgets, frequency caps, and campaign goals.
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Select relevant DOOH environments, such as Digisize (above or below ground) or MetroVision—Europe’s largest digital format in a subway environment.
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Determine the bids to be placed on specific DOOH impressions (time slots + screens).
In our Swedish prDOOH offering, JCDecaux’s digital street furniture network is accessible via several established DSPs, including:
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Adform: A European full-stack platform with a strong Nordic presence, commonly used for display, video, and DOOH.
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Blis: A platform focused on location and movement data with a built-in DSP for targeted, location-based advertising, including DOOH.
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BidTheatre: A Swedish DSP focused on programmatic display, video, and DOOH, popular among Nordic agencies and advertisers.
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Displayce: A specialized European DOOH-DSP focused on aggregating premium DOOH inventory programmatically.
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DV360 (Display & Video 360): Google’s enterprise DSP, widely used by international agency networks and advertisers for display, video, CTV, and DOOH.
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Hawk: A European omnichannel DSP with a strong focus on location data, audio, and DOOH.
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Perion: A global ad-tech player (including Undertone and formerly Hivestack) with solutions for programmatic DOOH and other digital channels.
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The Trade Desk (TTD): One of the world’s largest independent DSPs, supporting display, video, CTV, audio, and DOOH.
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Vistar Media: A DOOH-specialized player offering both a DSP and an SSP, with a focus on audience targeting and measurement in digital out-of-home environments.
This allows both global and local agencies to purchase the same inventory within the platforms they already use for other programmatic buying. The industry identifies this “openness” as a key strength of programmatic DOOH: the advertiser can choose a DSP based on their specific tech stack, while DOOH inventory remains available in a standardized manner.
Source: AdQuick – Examples of DSPs within programmatic DOOH
SSP (Supply-Side Platform): Where the media owner packages their inventory
An SSP is used by media owners to make their digital OOH inventory purchasable programmatically. Through the SSP:
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Inventory is listed: which screens are available, and in which networks and environments.
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Formats, placement, traffic flows, and other contextual data are described.
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Floor prices and rules for inventory sales are established.
The SSP ensures that the same impression is not sold twice. While a digital screen in a bus shelter, a digital billboard, or another DOOH surface may be exposed to many buyers, each individual impression is sold to only one winning bidder. Globally, SSPs such as VIOOH (JCDecaux’s proprietary programmatic platform) are used to connect premium DOOH inventory to a broad ecosystem of DSPs.
Ad Exchanges: The marketplace in between
Ad exchanges function as the hub between the DSP (the buy side) and the SSP (the sell side). Simply put, the flow looks like this:
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An impression (or a play block) on a DOOH surface becomes available.
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The SSP sends a request via the ad exchange to relevant DSPs.
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The DSPs calculate the value of the impression based on target audience, location, time, campaign budget, etc., and respond with a bid + potential creative variant.
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The highest qualified bidder wins, and the creative is delivered to the screen.
Everything happens automatically and rapidly. While not in the same millisecond timeframe as mobile advertising, it occurs in real-time or within pre-defined play blocks that suit DOOH logic. Source: Broadsign – Coordinated programmatic DOOH standards
What our Swedish prDOOH offering includes
In Sweden, we offer a programmatic DOOH network featuring:
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Approximately 270 digital surfaces in street furniture environments.
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Around 460 million impressions per month.
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Deal types including Programmatic Guaranteed, non-guaranteed PMPs, and Managed Services.
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CPM levels starting from approximately 140 SEK, depending on selection and pressure.
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Targeting based on network, city, geo-position, time of day, pre-targeting, and various triggers.
The measurement currency is based on VAC (Visibility Adjusted Contacts) via Outdoor Impact 2.0, providing a standardized measure of visible contacts, which is crucial when comparing DOOH with other channels in a programmatic setup. We also collaborate with affiliated data partners such as Adsquare, Locala, and Happydemics to enable advanced audience targeting, measurement, and attribution, such as mobile-based movement patterns or pre/post-campaign brand studies. In addition to the purchasing logic, our network supports real-time DCO (Dynamic Creative Optimization), measurement, and attribution, allowing for dynamic management of both messaging and optimization throughout the campaign period.
Implications for buyers and media owners
For buyers, this means programmatic outdoor advertising can be managed with greater precision than traditional package purchasing. For example:
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Selecting “select” sites in specific neighborhoods.
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Combining different environments to optimize reach, frequency, and VAC.
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Rapidly scaling pressure around a takeover period or campaign.
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Optimizing during the campaign rather than locking everything in advance.
For media owners, SSPs and exchanges mean that digital inventory reaches both local and global buyers while maintaining control over price floors, availability, and priorities. Case studies from entities like MediaCom/GroupM illustrate how programmatic DOOH purchases are used to combine reach with smart management, including through integrations between SSPs like VIOOH and DSPs like Hivestack.
Source: MediaCom (GroupM) – “Why 2020 Was The Year Of Programmatic Outdoor”
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OOH vs DOOH: Their Roles, Strengths and When to Use Each
OOH and DOOH: Two Sides of the Same Coin
OOH vs DOOH is less about choosing one over the other, and more about how two closely related forms of out‑of‑home advertising can reinforce each other. Classic OOH refers to static formats – posters in shelters (bus shelter advertising), metro advertising, billboards and standalone panels – while DOOH is the digital screen‑based variant. Both are built on the same physical traffic flows and locations, but offer different possibilities in terms of messaging, control and measurement.
OOH: The Stable Backbone
Traditional analogue out‑of‑home comes into its own when the goal is stable, broad presence over a longer period of time. Static advertising in shelters, at bus stops, in the metro and on standalone sites provides constant exposure, around the clock, without being dependent on time scheduling or play‑out data.
By building a network of OOH sites, you can secure high reach within clearly defined environments, with few moving parts and predictable costs. As a result, OOH often functions as the brand backbone of the campaign: it maintains recognition even when other channels move up and down in pressure.
DOOH: Flexibility, Timing and Context
Digital out‑of‑home is particularly powerful when timing, context and flexibility are critical. With DOOH you can control which creatives run, when and where – changing messages throughout the day, differentiating between weekdays and weekends, linking to local events or weather, and using prDOOH to optimise presence based on data.
The same screen in a shelter can therefore play different roles over the course of a day: broad brand‑building messages in the morning, more tactical offers at lunchtime near restaurants or stores, and reminders of evening activities later on. DOOH makes it possible to weave out‑of‑home into the same data‑driven logic as other digital communication.
When OOH and DOOH Work Together – with Clear Sources
Many industry players highlight that the most effective approach is to combine OOH and DOOH rather than replace one with the other. Media.co.uk, for example, describes how the best solution is often to “combine both formats strategically and leverage their respective strengths to achieve a comprehensive outdoor presence” (What is Digital Out‑of‑Home Advertising | DOOH vs Traditional OOH).
International agencies report similar patterns: static OOH builds broad awareness and gives the campaign structure, while DOOH drives engagement and enables more precise targeting and measurement (OOH vs DOOH Advertising: Key Differences and Benefits, via International Advertising Solutions). The common thread is that impact is greatest when the formats are treated as complements, not competitors.
The Choice Depends on the Objective
In practice, the choice between analogue and digital should start from what the campaign is meant to achieve:
- If a launch is intended to create long‑term brand recognition across the city, static formats are often the most cost‑effective way to build broad presence over time.
- If a retailer wants to drive traffic to specific stores within defined time windows – for example weekend promotions, lunchtime offers or evening events – DOOH is more suitable, as messages can be timed and adjusted based on performance.
In many cases, it is the combination that delivers the best results. Analogue out‑of‑home secures breadth and continuity in the environments where the target audience moves, while DOOH is used where time relevance, data‑driven optimisation and rapid adjustments add extra value.
From “OOH vs DOOH” to “OOH + DOOH”
Once the roles are clearly defined, the question becomes less “OOH or DOOH?” and more “how should we size OOH + DOOH in the media mix?”. This aligns closely with how the market describes best practice: static OOH sites as the robust foundation, digital OOH screens as the agile, data‑driven spearhead. Together, they provide both structure and flexibility – and help out‑of‑home deliver its full potential.
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Creative breakfast with Sveriges Annonsörer
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.
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Step into the future at the JCDecaux Showroom on Kungsgatan
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.
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Lund Municipality, Tetra Pak & CoAction in a new collaboration
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
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JCDecaux announces an order of 72 million SEK in new screen technology for Stockholm’s public transport
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:
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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.
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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
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