National Rail hands outdoor contracts to JCDecaux and Primesite

JCDecaux and Primesight have won the £260m National Rail outdoor advertising contracts signalling a revival of innovation in digital advertising platforms.

JCDecaux outdoor advertising
JCDecaux outdoor advertising

JCDecaux will handle the £160m railside outdoor account which includes all rail-facing ad sites across Network Rail’s 18 managed stations which include London Waterloo and Liverpool Street.

The company says the contract offers the potential for the roll out of new outdoor advertising products and digital innovation.

Rival Primesite will handle the £100m roadside account, which includes more than 3,000 advertising sites at 2,000 UK locations and accounts for around 8% of the total large format advertising market.

Both contracts cover the next five years. The contracts were put up for tender following the collapse of Titan Outdoor last year.

Titan was bought out of administration by JCDecaux in January.

Last week JCDecaux reported a 14.7% increase in revenues for the first quarter of they year, boosted by a rebound in outdoor advertising across the UK and France.

David Biggs, property director for Network Rail, says all three organisations share a commitment to “innovating and investing” in outdoor advertising.

Jeremy Male, CEO UK and Northern Europe JCDecaux, says: “The main stations provide a unique environment to create new products, with the potential for a significant digital roll-out. With the planned transformation of stations such as Kings Cross and Birmingham New Street, there is a new vision for main station advertising that will provide a showcase for out of home advertising.”


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