Innovation in Outdoor Advertising

Digitalizing the Subway Network

The installation of these new large-format screens is not merely an aesthetic upgrade but part of an ambitious plan to digitize the Madrid Subway network. The goal is to transform this transportation system into one of the most digitally advanced in Europe and the primary data-driven advertising space in Spain.

Innovative Supports for an Impactful Experience

The new supports unveiled at the Sol station reflect this innovative approach to outdoor advertising. Known as the "Iconic" format, these screens offer an immersive advertising experience for the millions of passengers who transit through this central stop weekly.

Variety and Adaptability

These iconic supports come in three variants: column, vertical and horizontal, and curved. At the Sol station, the first two modalities have been installed, offering optimal visibility from all transit areas.

😍 ¡Estamos de estreno! Presentamos 500 nuevas pantallas digitales para aportar una imagen vanguardista al suburbano.#metrodemadrid #metromadrid pic.twitter.com/0eFK7hgejK

— Metro de Madrid (@metro_madrid) February 19, 2024

Mixed Reactions

While the initiative has been met with enthusiasm by some stakeholders, reactions on social media have been mixed. Some users question whether these screens will genuinely enhance the traveler experience and the service offered, while others express concerns about the impact on sensitive individuals or those with difficulty interpreting the environment.

Comprehensive Renewal

The Sol station is just the beginning. According to the shared project, screens will be renovated and new ones installed at other key stations such as Gran Vía, Nuevos Ministerios, Callao, or Gregorio Marañón. In total, over 460 new digital screens are planned to be incorporated across 100 stations, promising a cutting-edge and dynamic image throughout the Madrid Subway network.

Conclusions

The partnership between JCDecaux and Madrid Subway is not only transforming the advertising landscape of the city but also the commuter experience on the subway. With a focus on innovation and digitalization in outdoor advertising, these new installations are taking urban advertising to new heights, promising an exciting future for users and brands alike.