Bauer Media Outdoor Expands Network and Offering for 2027

At its annual Highlights event, Bauer Media Outdoor announced several network expansions and new advertising solutions for the Belgian market.

Following six successful street furniture tenders, the new contracts cover 2,600 advertising faces, including 708 new ones: 548 traditional paper panels and 160 digital screens. With eight additional municipalities, the network will expand to 287 cities and municipalities by 2027. In northern Belgium, it will reach 83% of adults aged 18–54.

The DOOH network will grow by 20% to more than 1,300 screens across 155 cities and municipalities, delivering an estimated national reach of 57% among 18–54-year-olds.

From January 2027, Bauer Media Outdoor will introduce pDOOH Guaranteed for programmatic guaranteed buying. Digital Audience Packs Flex and gOOH! Max will follow in April. From the second quarter of 2027, DOOH inventory will also be available through the Open Exchange.

In addition, the People & Places targeting tool will be enhanced with new audience profiles and targeting based on fields of study and industry sectors. The new halooh client portal will give advertisers access to campaign data and analytics.