Plan, buy, and measure Madrid DOOH on AdQuick across 6,000+ digital screens -- Gran Via, Puerta del Sol, Castellana, MAD airport, the Metro, and Bernabeu/Metropolitano adjacency. CPMs from EUR 4 programmatic to EUR 30+ on Callao and Sol spectaculars; campaigns from EUR 1,500 through El Clasico and Mutua Madrid Open takeovers.
Typical CPMs range from €5–€12 for condominio and elevator digital to €30–€80+ for premium Callao, Gran Vía, and Barajas Airport LED spectaculars, with programmatic accessible from roughly €2,000–€6,000 (USD $2,200–$6,500).
Digital Out-of-Home Advertising in Madrid
Digital out of home advertising in Madrid covers an estimated 15,000+ digital screens across the Metro de Madrid network (12 lines, 300+ stations), Cercanías Madrid commuter rail, Adolfo Suárez Madrid–Barajas Airport (MAD), the iconic Gran Vía / Callao LED spectacular cluster, Puerta del Sol, Plaza de España, Paseo de la Castellana and Azca financial districts, Atocha and Chamartín high-speed rail stations, premium shopping centres, and Spain's largest streetside digital billboard.
From iconic Gran Vía landmark takeovers to programmatic elevator LCDs, Madrid DOOH inventory spans every venue type in a single connected market.
Callao City Lights, Gran Vía, Puerta del Sol, Plaza de España, Paseo de la Castellana, Cuatro Torres Business Area, and Wildstone's M-30 — Spain's largest streetside digital billboard. Anchored by SOV packages.
Metro de Madrid (12 lines, 300+ stations, 2.3M+ daily riders), Cercanías commuter rail, MAD Adolfo Suárez Madrid–Barajas Airport, Atocha and Chamartín AVE high-speed rail terminals.
EMT bus shelters, JCDecaux Spain street furniture, taxi and rideshare digital, and pedestrian-zone landmark LEDs across Centro, Salamanca, Chamberí, and Chamartín.
Premium shopping centres (ABC Serrano, Plaza Norte 2, Xanadú, La Gavia, Islazul, El Corte Inglés flagships), cinemas (Cinesa, Yelmo, Kinépolis, UCI), bars, gyms, cafeterías, and comunidad / office elevator LCDs.
DOOH pricing in Madrid depends on venue type, format, daypart, campaign duration, and buying model. Four pricing models are in active use.
Coste por mil impresiones. Increasingly dominant for programmatic DOOH (pDOOH). Range: €5–€80+ depending on venue.
SOV / weekly package — dominant for premium Callao, Gran Vía, and Paseo de la Castellana landmark LED spectaculars.
Spanish-standard flat fee — used on many direct-buy concessions, bus shelter packages, and elevator networks.
Fixed impression count at a negotiated CPM, delivered via DSP against a reserved deal ID; increasingly common through Clece OOH pDOOH, VIOOH, and Vistar.
| Format | Typical CPM (€) | Typical Minimum Buy | Buying Model |
|---|---|---|---|
| Comunidad de propietarios / office elevator LCD | €5–€12 | €2,500/month | Loop share / programmatic |
| Metro de Madrid station digital poster (D6 equivalent) | €7–€16 | €4,000/month | SOV / programmatic |
| Metro de Madrid station digital dominations (Sol, Callao, Gran Vía, Atocha, Nuevos Ministerios, Chamartín) | €20–€55 blended | €25,000/month | Direct / PG |
| Cercanías commuter rail digital | €6–€14 | €3,500/month | SOV / programmatic |
| Adolfo Suárez Madrid–Barajas Airport (MAD) digital | €30–€80 | €15,000/week | Direct / PG |
| Atocha / Chamartín high-speed rail stations | €18–€45 | €10,000/week | Direct / PG |
| EMT Madrid bus shelter digital | €7–€18 | €3,500/month | SOV / programmatic |
| Taxi / rideshare digital | €5–€12 | €2,500/month | Programmatic / direct |
| Premium mall digital (ABC Serrano, Plaza Norte 2, Xanadú, La Gavia, Islazul, El Corte Inglés flagships) | €12–€35 | €5,000/week | SOV / programmatic |
| Callao City Lights landmark LED spectaculars | Quoted by slot share | €30,000–€120,000/week | SOV packages |
| Gran Vía digital | Quoted by slot share | €25,000–€90,000/week | SOV packages |
| Puerta del Sol / Plaza de España landmark | Quoted by slot share | €20,000–€70,000/week | SOV packages |
| Paseo de la Castellana / AZCA / Cuatro Torres digital | Quoted by slot share | €18,000–€60,000/week | SOV packages |
| Wildstone M-30 largest streetside LED | Quoted direct | €40,000–€150,000/week | SOV / monthly |
| Cinema digital (Cinesa, Yelmo, Kinépolis) | €18–€38 | €4,500/week | SOV / direct |
| Programmatic open exchange (blended) | €6–€25 | ~€500 test | Auction |
Ranges reflect typical Madrid in-charge rates for commercial campaigns; agency-negotiated rates and programmatic auction clearing prices can run below these floors. For live quotes tied to actual availability, pull pricing through the AdQuick marketplace.
DOOH inventory in Madrid is defined by venue environment, not creative format. Below, the venue categories that matter and who owns them.
| Venue Category | Primary Media Owners | Typical CPM (€) | Best For |
|---|---|---|---|
| Metro de Madrid (12 lines, 300+ stations) | Clece OOH (primary concessionaire), JCDecaux Spain | €7–€55 | Mass commuter, 2.3M+ daily riders |
| Cercanías Madrid commuter rail | Renfe / Adif concessionaires, Clece OOH | €6–€14 | Greater Madrid commuter corridor |
| Adolfo Suárez Madrid–Barajas Airport (MAD) | Aena concessionaires (JCDecaux Spain, AeroParques, Alight Media) | €30–€80 | International + European premium travellers |
| Atocha / Chamartín high-speed rail | Renfe / Adif concessionaires | €18–€45 | AVE intercity travellers (Madrid–Barcelona corridor, Andalucía, Levante) |
| EMT bus shelters / street furniture | JCDecaux Spain, Exterior Plus, Clece OOH | €7–€18 | Pedestrian, hyperlocal, neighbourhood |
| Landmark / full-motion LED (Callao, Gran Vía, Sol, Castellana, Cuatro Torres) | Callao City Lights, Clece OOH, JCDecaux Spain, building concessionaires | SOV packages | Iconic brand moments, tourism, retail |
| Wildstone M-30 largest streetside LED | Wildstone Spain | Direct quote | Spain's largest LED, premium automotive/luxury |
| Premium mall digital (ABC Serrano, Plaza Norte 2, Xanadú, La Gavia, Islazul, El Corte Inglés flagship) | Exterior Plus, mall-specific concessionaires, JCDecaux Spain | €12–€35 | Shoppers, fashion, CPG, luxury |
| Comunidad de propietarios + office elevator LCD | Impursa, local condominio networks, Oblicua | €5–€12 | Residential, B2B, captive dwell |
| Taxi / rideshare digital | Local operators, Cabify-adjacent | €5–€12 | Nightlife, 25–45 mobile reach |
| Cinema digital (Cinesa, Yelmo, Kinépolis, UCI) | In-house cinema media networks | €18–€38 | Entertainment, younger audiences |
| Place-based (bares, gyms, cafeterías, restaurantes) | Oblicua, local networks | €10–€28 | Lifestyle, F&B, tapas culture |
From Centro's tourism corridors and Salamanca's luxury district to the AZCA finance core and the M-30 drive-time belt, Madrid's DOOH inventory clusters around well-defined audience zones.
Spain is among Europe's most developed pDOOH markets, and Madrid is the country's largest programmatic DOOH pool. Clece OOH operates a dedicated pDOOH Madrid platform, and the major European SSPs (VIOOH, Broadsign Reach, Hivestack SSP) all have Madrid supply.
How pDOOH works in Madrid: a DSP sends bids into an SSP representing one or more media owners. When a play opportunity opens on a screen, the SSP runs an auction (or fulfils a reserved deal) and returns the winning creative to the ad server. Screen-level identifiers, venue taxonomy, and dayparting determine which auctions your campaign participates in.
DSP and marketplace — transacts programmatically across every major SSP (Vistar, Hivestack, Place Exchange, Broadsign Reach, VIOOH) and aggregates direct inventory from every major Madrid media owner (Clece OOH, Exterior Plus, JCDecaux Spain, Wildstone, Callao City Lights, Impursa, Oblicua, Aena concessionaires) in a single unified plan, with native Geomex / AIMC planning, creative delivery, and attribution.
Madrid-focused Spanish DSP/platform run by Clece OOH (Metro de Madrid concessionaire); strong Madrid native inventory path.
Largest pDOOH DSP globally; strong Spain/Iberia coverage via SSP partnerships.
JCDecaux-backed SSP with DSP functionality; primary path into JCDecaux Spain's Madrid bus shelter and MAD airport inventory.
Integrated with Broadsign Reach SSP and Broadsign's CMS footprint across European media owners.
Madrid-based trading desk with Spain and LatAm DOOH coverage; useful for cross-border Hispanic market campaigns.
European-originated DSP with dedicated DOOH service across Spain.
DOOH as a channel within TTD's omnichannel buying; growing Spain access.
Omnichannel DSP with DOOH module; Madrid supply via SSP integrations.
DOOH channel access across multiple SSPs.
Measurement + DSP platform with Madrid supply paths.
Primary SSP path for Clece OOH, Exterior Plus, Impursa, Oblicua, and many local Madrid operators; integrated with Broadsign's CMS footprint.
Integrated into The Trade Desk, Yahoo DSP, and other omnichannel DSPs for DOOH line items in EMEA; pulls in major media-owner supply.
JCDecaux's SSP — primary programmatic path into JCDecaux Spain's MAD Barajas airport, EMT bus shelter, and large-format inventory.
Strong European footprint; accessible Madrid inventory via deal IDs across multiple media owners and place-based networks.
Vistar Media's supply-side path for Spain inventory; complements Vistar's DSP for buyers wanting open-exchange or PMP access.
Media owner programmatic paths. Clece OOH is accessible via AdQuick, Clece OOH pDOOH (primary native path), Broadsign Reach, Vistar, and Hivestack for Metro de Madrid, bus shelter, and street furniture. JCDecaux Spain is accessible via AdQuick, VIOOH (primary), Vistar, and Hivestack for MAD Barajas airport, bus shelter, and large-format inventory. Exterior Plus — Spain's leading OOH communication operator — is accessible via AdQuick, Broadsign Reach, Vistar, and Hivestack for premium mall and roadside digital. Callao City Lights is typically a direct buy with programmatic PMP deals growing. Wildstone is typically direct for the M-30 landmark with programmatic PMP emerging. Impursa, Oblicua, Aena concessionaires, and local Madrid operators are enabled through AdQuick, Broadsign Reach, Vistar, Hivestack, and direct paths.
Spanish DOOH is measured primarily through Geomex (Geomarketing Exterior) — the industry-owned audience currency — supplemented by AIMC's EGM, operator-reported impressions, and third-party attention and attribution platforms.
Madrid DOOH measurement combines an industry-owned audience currency with operator-reported impressions and third-party verification.
Impressions (Geomex / operator-reported + third-party verified), reach, frequency, Share of Voice (SOV), CPM, CPV, store visits, branded search lift on Google España, Amazon.es / El Corte Inglés / Zalando traffic lift, and conversion lift where first-party data is available.
Most Madrid DOOH uses standard 9:16 portrait or 16:9 landscape resolutions; Callao, Gran Vía, Castellana, Cuatro Torres, and Wildstone M-30 landmark LEDs use custom building-specific resolutions.
| Format | Resolution | Aspect | Duration | File |
|---|---|---|---|---|
| Metro de Madrid D6 / mall portrait / elevator | 1080×1920 | 9:16 | 10 sec | MP4, JPG, PNG |
| Metro in-train + bus shelter landscape | 1920×1080 | 16:9 | 10 sec | MP4, JPG, PNG |
| MAD Barajas / Atocha / Chamartín premium | 1920×1080 or custom | 16:9 | 10–15 sec | MP4, JPG, PNG |
| Callao / Gran Vía / Sol / Castellana / Cuatro Torres landmark LEDs | Custom (building-specific) | Varies | Varies | Owner-specified |
| Wildstone M-30 largest streetside LED | Custom (ultra-wide) | Varies | 10–15 sec | Owner-specified |
| Metro Format | Dimensions / Resolution | Typical Location | Slot |
|---|---|---|---|
| Platform digital 6-sheet (D6) | 1080×1920 portrait | Platform walls, concourses | 10 sec in 60-sec loop |
| Digital lightbox / column wrap | Various | Station pillars, passageways | 10 sec |
| In-train LCD | 1920×1080 | Carriage interiors | 10 sec loop |
| Station Digital Domination | Multiple synchronised screens | Flagship stations (Sol, Callao, Gran Vía, Atocha, Chamartín, Nuevos Ministerios) | Customised |
Creative approval for Metro de Madrid: creative is reviewed by Clece OOH (as primary concessionaire) under Metro de Madrid and Comunidad de Madrid transport-authority policies. Allow 7–10 business days for clearance. Tobacco (banned), alcohol above 20% ABV (banned, others restricted), gambling (restricted under Real Decreto 958/2020), pharma (AEMPS regulated), and political (Junta Electoral Central rules during elections) all carry limits.
Madrid DOOH supply is anchored by a handful of major media owners — Clece OOH, Exterior Plus, JCDecaux Spain, Wildstone, and Callao City Lights — alongside specialist condominio, transit, airport, and place-based operators.
Metro de Madrid primary concessionaire; dedicated pDOOH platform; bus shelter, street furniture.
Spain's leading OOH operator; premium mall, large-format, roadside digital.
MAD Barajas airport concessions, EMT bus shelters, street furniture, premium mall.
Spain's largest streetside digital LED on M-30; premium new-decade landmark installation.
Plaza del Callao / Gran Vía LED spectacular cluster — Europe's DOOH landmark. Operates large LED facades, rotating dominations, and event-specific takeovers (San Isidro, Madrid Pride, Reyes Magos, Champions League finals); pricing typically SOV-package-based with weekly minimums; programmatic access growing through PMP deals.
Condominio and office elevator LCD networks, place-based.
MAD Barajas airport digital across T1 / T2 / T3 / T4 / T4S.
Atocha, Chamartín, Cercanías digital — AVE high-speed rail and commuter terminals.
Bus-interior and stop digital (where applicable) across the EMT Madrid network.
Madrid cinema digital networks — entertainment-anchored audiences with full audio support.
Cuatro Torres, Paseo de la Castellana, Gran Vía landmark operators across Madrid's iconic axes.
AdQuick, Clece OOH pDOOH, Vistar Media, VIOOH, Broadsign Ads, Digo Hispanic Media, eurodsp, The Trade Desk (OpenPath DOOH), StackAdapt DOOH, Yahoo DSP, and Moving Walls.
AdQuick is a DSP and marketplace that transacts programmatically across every major SSP (Vistar, Hivestack, Place Exchange, Broadsign Reach, VIOOH) and aggregates direct media-owner inventory from Clece OOH, Exterior Plus, JCDecaux Spain, Wildstone, Callao City Lights, Impursa, Oblicua, Aena concessionaires, Renfe/Adif station operators, and local Madrid landmark concessionaires into a single unified plan — with native mapping, creative delivery, Geomex / AIMC audience planning, mobile audience extension, Spanish-language creative-approval workflows, and foot-traffic attribution. That means one platform to plan, buy, measure, and report across the full Madrid DOOH landscape — rather than running parallel DSP seats and parallel owner RFPs, navigating Autocontrol and Ayuntamiento paperwork, and managing billing across multiple currencies.
Madrid DOOH compliance spans Metro de Madrid, Aena, Renfe, and Ayuntamiento approval timelines, Autocontrol self-regulation, and category-specific Spanish and EU rules.
Three reference budget tiers for Madrid DOOH, from a €2,000 Spain-entry programmatic test to a €300K+ flagship Iberia activation anchored by Callao, Gran Vía, MAD Barajas, and Wildstone M-30.
USD $2,200–$6,500. Single DSP, 2-week flight covering Centro + Salamanca + Chamberí, Metro D6 + elevator inventory.
USD $27,000–$98,000. 30-day multi-venue programmatic flight with weather and La Liga DCO and a foot-traffic lift study.
USD $330,000+/quarter. Direct landmark SOV across Callao, Gran Vía, Sol, Castellana, Cuatro Torres, plus MAD Barajas, AVE stations, Metro dominations, and Wildstone M-30.
Reference summary across tiers. A test campaign — single DSP (AdQuick, Vistar, or VIOOH self-serve), one daypart, Centro + Salamanca + Chamberí geofence covering Metro D6 + elevator, 2 weeks: €2,000–€6,000 (USD $2,200–$6,500). A mid-market campaign — multi-venue programmatic across Metro de Madrid, Cercanías, bus shelters, and premium malls with mobile audience extension and a foot-traffic lift study, 30 days: €25,000–€90,000 (USD $27,000–$98,000). A flagship Spain-entry / Iberia campaign — direct SOV on Callao + Gran Vía + Puerta del Sol + Castellana landmark LEDs + MAD Barajas airport digital + Metro Línea 1/3/10 dominations + Wildstone M-30 largest-streetside-LED package, plus programmatic PMP across Madrid, Barcelona, Valencia, Seville, Bilbao, per quarter: €300,000+ (USD $330,000+).
A quick-reference summary of Madrid DOOH market structure, pricing, audience currency, regulators, and approval paths.
| Metric | 2026 Snapshot |
|---|---|
| Estimated digital OOH screens in Madrid | 15,000+ |
| Dominant media owners | Clece OOH, Exterior Plus, JCDecaux Spain, Wildstone, Impursa (WPP/Grey-affiliated), Oblicua, Callao City Lights, Alcampo OOH, AeroParques (Aena concessionaire), Digo Hispanic Media (trading desk) |
| Lowest self-serve programmatic entry | €2,000–€6,000 (USD $2,200–$6,500) via AdQuick, Vistar, VIOOH, Clece OOH pDOOH platform |
| Typical CPM range | €5 (condominio / elevator) to €80+ (premium landmark) |
| Spanish audience currency | Geomex (Geomarketing Exterior) audience, AIMC EGM, operator-reported impressions, mobile panel verification |
| Regulator | Autocontrol, AEAP (Asociación Española de Anunciantes), CNMC for financial/gambling, AEMPS for health |
| Metro / airport / street-furniture approval | Metro de Madrid (via concessionaire Clece OOH), Renfe / Adif for Cercanías and high-speed rail, Aena for MAD Barajas, Ayuntamiento de Madrid for outdoor signage permits |
Three viable buying paths, depending on budget, scale, and complexity.
Contact Clece OOH, Exterior Plus, JCDecaux Spain, Wildstone, Callao City Lights, Impursa, Oblicua, Aena concessionaires, or a Madrid-based OOH agency directly. Best for flagship, landmark, and large-budget direct buys (Callao City Lights SOV packages, Gran Vía takeovers, MAD Barajas airport premium walls, Metro Línea 1/3/10 dominations, Wildstone M-30 landmark package). Downsides: parallel RFPs in Spanish, €-invoicing with IVA (21% VAT), municipal permit paperwork (Ayuntamiento de Madrid) for new installations, and slow plan stitching across owners.
Activate through any of the DSPs buying Madrid inventory: AdQuick, Vistar Media, The Trade Desk, or StackAdapt — plus Clece OOH pDOOH, VIOOH, Broadsign Ads, Digo Hispanic Media, eurodsp, Yahoo DSP, or Moving Walls. Best for impression-based, flexible, and data-targeted campaigns from €2,000 test budgets upward. Cross-border advertisers can typically settle in USD or EUR. Downsides if picking a single non-unified DSP: some DSPs have limited Clece OOH, JCDecaux Spain, or Callao City Lights access, so you won't see every Madrid SSP's supply from one seat.
AdQuick is a DSP and marketplace — it transacts programmatically across every major SSP (Vistar, Hivestack, Place Exchange, Broadsign Reach, VIOOH) and aggregates direct inventory from every major Madrid media owner (Clece OOH, Exterior Plus, JCDecaux Spain, Wildstone, Callao City Lights, Impursa, Oblicua, Aena concessionaires, Renfe/Adif operators, local landmark concessionaires) in a single unified plan, with Geomex / AIMC audience data, creative delivery, Spanish-language creative approval workflows, mobile audience extension, and foot-traffic attribution all native — plus USD or EUR settlement. The fastest path for any international buyer entering Spain or any domestic buyer who wants full-market access without running parallel DSP seats and owner RFPs.
Common questions on Madrid DOOH cost, formats, programmatic activation, audience measurement, creative specs, and event-anchored buying strategy for tentpoles like San Isidro, Mutua Madrid Open, Rebajas, and Reyes Magos.
AdQuick is the DOOH out of home advertising platform and marketplace that unifies programmatic buying across every major SSP (Vistar, Hivestack, Place Exchange, Broadsign Reach, VIOOH) with direct media-owner inventory across Madrid — including Clece OOH's Metro de Madrid network, Exterior Plus's premium mall and roadside estate, JCDecaux Spain's MAD Barajas Airport concessions and EMT bus shelters, Wildstone's M-30 largest streetside digital billboard, Callao City Lights's Plaza del Callao / Gran Vía LED cluster, Impursa and Oblicua's elevator networks, Aena airport concessionaires, Renfe / Adif station operators, and local landmark concessionaires.
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