Transforming London’s Out of Home Landscape
In 2025, JCDecaux has taken a decisive step to elevate London’s out-of-home advertising scene. The company is adding 1,000 new digital screens to its network, effectively doubling the city’s total digital inventory to 2,000. Half of these new screens are scheduled for installation within the first year and they are being strategically positioned in high-traffic hubs such as Battersea, Canning Town, Elephant and Castle, King’s Cross, Wandsworth and Wembley. For brands, this expansion means the ability to reach audiences in areas with the highest commuter and footfall activity, enhancing visibility and potential engagement.
Innovation in Digital Screens and Creative Capability
The new network introduces 86-inch screens, 30 percent larger than the market average, providing brands with more visual impact while using 20 percent less power. Around 670 of these will be integrated into Transport for London bus shelters, blending seamlessly with the city’s public transit infrastructure.
JCDecaux has also launched the Video Advertising Motion Measurement platform, an AI-driven tool developed in collaboration with TfL over six years. This system allows advertisers to measure and optimise the motion within their creative content before deployment, ensuring that dynamic campaigns capture attention effectively and deliver maximum engagement.
Expanding Reach Beyond the Streets
JCDecaux’s expansion goes beyond roadside placements, extending into one of Europe’s busiest travel hubs. At Heathrow Airport, programmatic digital out-of-home advertising is now available across all terminals and the Heathrow Express, with over 700 digital screens. This development gives brands the opportunity to deliver contextually relevant, data-driven messaging to millions of passengers, making every touchpoint count.
What This Means for Brands
For advertisers, these updates present unparalleled opportunities. Timely, context-driven placements combined with advanced creative measurement allow brands to engage audiences more effectively than ever. The expansion demonstrates that strategic location, technological innovation and creative optimisation together create out-of-home campaigns that resonate, drive attention and build brand recognition.
Evolution of Display
JCDecaux’s London network expansion signals a forward-thinking approach to out-of-home advertising. As DOOH continues to evolve, brands that leverage larger, more visually striking screens, AI-driven creative optimisation and strategically timed campaigns will gain a distinct advantage. London’s OOH landscape is now more dynamic and interactive with the passive audience, offering advertisers a chance to make a meaningful impact at every commuter touchpoint.