• With this contract, Global becomes the leader of advertising medium management in the Spanish transit sector.
  • In stations, Global will market a multi-product which includes spectacular marketing, branding actions, stands and dual-impact actions, as well as conventional and digital mediums.

 

Global Spain, at the forefront of European outdoor advertising, has won the tender for the exclusive management of advertising marketing of high-speed, medium and long-distance and suburban train stations.

This is the first major achievement following Global’s recent rebranding in Spain at the start of 2022.

Global Spain is therefore at the head of outdoor advertising and an expert in audience acquisition through various formats and environments including stations, transport, digital and large format. It also stands out as one of the top outdoor advertising companies in the transit sector, managing more than 1,400 train stations and over 5,700 bus stations across Spain, with a total of 17 concessions.

The contract will be effective for ten years and may be extended for another five years.

Product

Global Spain will therefore begin to manage a multiformat portfolio in ADIF/ ADIF High-Speed train stations, including digital advertising mediums, mupis, spectacular marketing mediums, branding advertising actions, promotional advertising actions in stands, large format mediums and other innovative actions that may be taken in the future.

This puts Global Spain at the absolute forefront as managers and marketers of advertising mediums in the transit sector.

Our vision for this contract will be to look after and support the development of stations as intelligent environments, key exchange and meeting points in cities for travellers, operators, businesses and professionals. This will allow users to connect with stations and their services in different ways through integration and coexistence in harmony with ADIF/ ADIF High-Speed’s main activity, while also turning stations into contemporary and sustainable areas for leisure and entertainment.

Digitalisation

Global’s challenge for digitalization goes from integral transformation, exponentially increasing the presence and qualitative updating of digital mediums, with an avant-garde commercial strategy for programmatic sales which is very closely based on exclusive tools, in addition to having a vast commercial network across Spain.

“At Global we have got behind the commercial transformation of the advertising operation of ADIF/ ADIF High-Speed stations. A strategy to digitalise areas, mediums and the actual advertising management of stations, at the centre of the most sustainable mobility, in line with the current way of life,” mentions Borja Balanzat, managing director of Global Spain.

“The challenge is to develop new advertising models in transport at a national level, sharing the Group’s vast international experience and entertaining and informing millions of people in their day-to-day lives of the responsibility of positive impact through our mediums,” adds Balanzat.

Measurement innovation and engagement

To show that Global continues to back the value of data, an audience measurement system shall be implemented in stations, which are areas of mass audience traffic. This provides the outside environment with all the necessary variables to get to know the target users. Furthermore, Global will market dual-impact actions with mobile retargeting in order to be able to offer multi-channel experiences.