# Outdoor advertising in Estonia: formats, providers and the new programmatic buying option

> JCDecaux’s programmatic buying adds flexibility to Tallinn’s outdoor media. See the formats, providers, costs and advertising tax to check before you buy.

Author: Mariliis Uibomäe, Brand Promotion  
Published: 2026-10-30  
Web version: https://brandpromotion.ee/en/marketing-blog/outdoor-advertising-estonia-programmatic-dooh

## In brief

JCDecaux’s programmatic buying adds flexibility to Tallinn’s outdoor media. See the formats, providers, costs and advertising tax to check before you buy.

Outdoor advertising ranges from bus shelter posters to large digital screens, and from in-store displays to moving bus ads. The right solution depends on whose attention you want to win, when the message needs to be visible and what you want the campaign to achieve.

JCDecaux’s new programmatic buying option expands what Estonian outdoor media can offer. According to the company’s announcement, from 21 October 2026 advertisers and agencies can buy Tallinn’s digital outdoor inventory through supported buying platforms via VIOOH.

What does this change for advertisers, and how do you choose the right solution for your campaign from the full range of outdoor media?

[[CALLOUT:keypoints]]
**What should advertisers know?**
- Digital outdoor advertising lets you change and schedule messages more flexibly.
- Programmatic outdoor media is a way of buying ads, and its terms depend on the deal.
- The number of contacts does not equal the number of different people who saw the ad.
- When comparing offers, look at reach, contact frequency and total cost.
- Check separately whether advertising tax is included in the price.

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## JCDecaux programmatic outdoor media: what changes?

According to JCDecaux, 61 digital outdoor screens in Tallinn can be bought programmatically, with an average combined contact volume of about 2.5 million per day. The audience data is based on the Ipsos Outdoor Impact study.

Buying happens in partnership with [VIOOH](https://www.viooh.com/). The buying platforms named in the announcement include [Google Display & Video 360](https://marketingplatform.google.com/about/display-video-360/), [Adform](https://site.adform.com/), [Vistar Media](https://www.vistarmedia.com/) and [Displayce](https://www.displayce.com/).

For advertisers, this makes it possible to connect outdoor media buying with a familiar digital advertising workflow. Depending on the buying agreement, you can choose suitable screens, time slots and contact volumes for a campaign and use different ad messages.

Keep in mind that the contact volume of the whole network is not a promised result for a single campaign. The actual volume depends on budget, timing, the selected screens and the ad’s share of screen time.

Buying models and material requirements are described in [JCDecaux’s Programmatic Playbook](https://www.jcdecaux.ee/tehnilised-tingimused-ja-materjalid/programmatic-playbook).

## What is the difference between outdoor media, digital outdoor media and programmatic buying?

**Outdoor media, or OOH,** covers advertising in places people visit outside the home. Examples include street furniture, shopping centre advertising and transport advertising.

**Digital outdoor media, or DOOH,** uses screens to deliver the message. Different ads can rotate on one screen, and the message can be changed without printing a new poster.

**Programmatic outdoor media, or pDOOH,** means buying digital outdoor media automatically through a buying platform.

Digital screens can also be booked directly in the usual way. Programmatic buying does not always mean an auction either: JCDecaux’s playbook describes both fixed price non guaranteed buys and deals with guaranteed volume. Targeting and campaign change options depend on the chosen buying model.

## Which outdoor advertising formats are available in Estonia?

When choosing a format, think about the situation in which people encounter the ad. A message for people moving along the street must land quickly; in a shopping environment, the ad can remind people of a product right before they buy.

| Format | What is it good for? | What to consider? |
|---|---|---|
| Bus shelters and backlit displays | Repeated visibility on people’s daily routes | Network reach, printing cost and campaign length |
| Billboards and columns | Brand awareness and regional offers | A quickly readable message and clear design |
| Digital outdoor screens | Scheduled offers and several message versions | Ad loop, repeat frequency and share of screen time |
| Large banners and facade surfaces | A standout brand campaign or launch | Production, installation and format specific design |
| Store and shopping centre screens | Product reminders in the shopping environment | Product availability and the ad’s place on the purchase path |
| Transport ads and indoor screens | Reaching passengers with repeated visibility | Availability of specific vehicles and formats |
| Ambient solutions and advertising trailers | A local campaign, event or custom solution | Lead time, installation and approvals |

Not every format needs to be part of the same campaign. A well planned combination can, for example, join the broad visibility of street advertising with an in-store screen reminder at the moment of purchase.

## Outdoor media providers and technology partners in Estonia

### JCDecaux

[JCDecaux Estonia](https://www.jcdecaux.ee/) offers bus shelter and backlit display advertising, billboards, premium surfaces and digital outdoor screens.

The [DigiTallinn network](https://www.jcdecaux.ee/digitallinn) includes street furniture format screens as well as horizontal and billboard format digital surfaces. Programmatic buying adds a new way to use the company’s digital network.

### Megameedia Grupp

[Megameedia Grupp](https://www.megameediagrupp.ee/) offers classic and digital outdoor media as well as ambient solutions. Its range includes [large format outdoor screens](https://www.megameediagrupp.ee/digiekraanid/valiekraanid/) and indoor screens in shopping centres.

### Digiposter

[Digiposter](https://digiposter.ee/) offers outdoor LED screens and digital surfaces in stores and shopping centres. Its range also includes banner surfaces and sales and promotion spots.

[Digiposter’s services](https://digiposter.ee/meist/) are worth a look especially when the campaign needs to reach people in or near a shopping environment. The [ad material requirements](https://digiposter.ee/reklaammaterjali-nouded/) help when planning the design.

### Bus advertising and mobile ad surfaces

[ATKO Grupp](https://atko.ee/muud-teenused/reklaam-bussidel/) presents advertising options on the inside and outside of buses. Availability of specific vehicles and solutions should be checked when requesting an offer.

[Reklaamtreiler](https://www.reklaamtreiler.ee/kontakt.html) offers rental, transport and installation of mobile advertising surfaces. Such a solution can complement a regional campaign or event communication.

### The former Clear Channel and Bauer Media Outdoor network

When comparing providers, you may also come across the former names Clear Channel and Bauer Media Outdoor. On 3 June 2026, Bauer announced the completed sale of its Estonian, Latvian and Lithuanian outdoor media business to MM Grupp.

So if you use older offers, check the current provider and contact details and keep the relationships between the companies in mind. [See the official transaction announcement](https://www.bauermedia.com/news/press-release-mm-grupp-completes-acquisition-of-bauer-media-outdoor-in-the-baltic-region).

### VIOOH and buying platforms

[VIOOH](https://www.viooh.com/) is a technology partner that connects outdoor media supply with buying platforms. [Google DV360](https://marketingplatform.google.com/about/display-video-360/), [Adform](https://site.adform.com/), [Vistar Media](https://www.vistarmedia.com/) and [Displayce](https://www.displayce.com/) let advertisers or agencies buy supported inventory.

They play a different role from the media owner that manages the ad surfaces. Having a platform does not mean the entire range of Estonian digital screens can automatically be bought through it.

## What does outdoor advertising cost?

The price of outdoor advertising depends on the format, the selected surfaces, campaign length, timing and the volume bought. For digital screens, the comparison also includes how often the ad is shown and its share of the ad loop.

Programmatic buying often uses CPM, the price per thousand contacts. To assess it, you also need to know how contacts are measured and which audience is included in the buy.

When comparing offers, ask for a total budget that shows separately, where relevant:

- the ad surface or contact purchase;
- design and materials in different sizes;
- printing, installation and removal;
- platform and campaign management fees;
- advertising tax and VAT.

A low unit price does not necessarily mean the best campaign for your goal. Also assess how many people the message reaches and how often.

## Is advertising tax added to the price of outdoor advertising?

[[CALLOUT:tax]]
**Check in the offer whether advertising tax is included in the price.**
Advertising tax is a local tax whose conditions, rates and reliefs depend on the municipality. The conditions of one city cannot automatically be applied to all of Estonia.
According to Tallinn’s official guidance, the taxpayer is the direct holder of the outdoor advertising medium or the holder of the relevant transport permit. So the advertiser does not always have to arrange the tax declaration themselves.
Before confirming the campaign, ask the provider:
- Is advertising tax included in the price of the offer?
- Who arranges calculating and paying the tax?
- Could a tax exemption or relief apply to this specific ad?
- What other costs are added to the price?
A digital or programmatic buying method does not in itself mean a tax exemption. Advertising tax and VAT are separate taxes.
Current conditions can be checked on the Tallinn page [“Advertising tax in Tallinn”](https://www.tallinn.ee/et/ettevotjale/Valireklaami-paigaldamine-ja-reklaamimaks) (in Estonian). For certain ads it may be possible to apply for an [advertising tax relief](https://www.tallinn.ee/et/reklaamimaksu-soodustus).

## How to choose the right outdoor media solution?

### Start with the goal

Do you want to build awareness, introduce a new product, support a sales offer or bring people to an event? The goal helps decide whether broad reach, repeated visibility or a specific time and environment matters most.

### Compare contacts and reach

The number of contacts shows the volume of exposures, while reach shows how many different people the campaign gets to. One person may encounter the ad several times.

Also ask about the measurement method. Contact figures from different providers may not be directly comparable.

### Adapt the design to the format

Outdoor advertising needs one clear idea, readable text and a visible brand. An ad made for a phone screen may not work well on a large outdoor surface.

For digital screens, check the dimensions, display length and motion restrictions. For example, JCDecaux’s outdoor screen guidelines limit flashing and fast moving effects; a regular social media video may not suit the channel.

### Set up measurement before the campaign

Agree on how you will assess the result: awareness, campaign recall, website traffic, branded searches or changes in sales. Attributing an individual sales result to outdoor media requires well thought out measurement.

## Three practical examples

The following examples are illustrative.

**Café:** a breakfast offer is shown on screens with a suitable audience in the early hours. The message is short, and the offer is valid at the time stated in the ad.

**Retailer:** street screens support campaign awareness, while store screens remind people of the product in the shopping environment. Product availability at the advertised points of sale is checked before the campaign.

**Event organiser:** the campaign starts by introducing the event, and a later message focuses on the date and ticket sales. The digital format allows the ad material to be changed during the campaign.

JCDecaux’s new buying option widens advertisers’ choices. To find the right solution, ask for a media plan based on your goal and an offer that clearly shows reach, contact frequency and the total cost of the campaign.

## Planning outdoor advertising

If you need help choosing channels and evaluating results, see the [marketing strategy](/en/marketing-services/marketing-strategy) and [analytics and tracking](/en/marketing-services/analytics-and-tracking) services.

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## Frequently asked questions

### What is programmatic outdoor media?

It is the automated buying of digital outdoor media through a buying platform. Campaign terms, targeting and the options for making changes depend on the buying model.

### Can digital screen ads only be bought programmatically?

No. Digital ad surfaces can also be bought directly from the media owner with a regular booking.

### How much does outdoor advertising cost?

The price depends on the format, surfaces, duration, timing and volume. To compare, ask for an offer that also shows production, management, any advertising tax and other extra costs.

### Is advertising tax included in the price of outdoor advertising?

That depends on the offer. Ask the media owner or intermediary for separate confirmation. Taxation conditions depend on the municipality and the specific ad.