Mediatransports

What Mediatransports does

Mediatransports is the French leader in out-of-home (OOH) and digital out-of-home (DOOH) advertising exclusively dedicated to public transport environments. Operating as a GIE under Publicis Groupe and structured around four subsidiaries (METROBUS, METROBUS ILE-DE-FRANCE, MEDIAGARES, SMPA), the company holds contractual exclusivity to commercialize advertising across RATP's Paris metro network, SNCF's ~600 railway stations, 30+ French bus networks, 4 tramway networks, and three metro systems (Paris, Marseille, Lille). It reaches 8.5 million daily indoor transport viewers and 20+ million monthly French transport users across all 13 French regions.

The company's product portfolio spans paper-based OOH (3m² to grand format), 4,300+ DOOH digital screens, event/experiential activations, premium formats (the Emblématique network of 82 faces in 23 gares designed by Wilmotte), and a unified "Parcours Voyageur" journey-based campaign architecture. Its proprietary technology stack includes a DMP with 160+ million data points and 300+ audience targets, the CESP-audited Mobitransports audience measurement system, the Effimètre effectiveness database (600+ DOOH post-tests), Dynamic Creative Optimization, Train Live Triggering (programmatic DOOH synchronized with real-time SNCF data), and the stuDiOOH Ads AI-assisted creative suite. Programmatic activation is enabled via SSP partnerships with Vistar Media, Displayce, and Perion.

The business model is sales-led B2B advertising sales to national advertisers, local/regional advertisers, media agencies, public institutions, and cultural organizations. Pricing varies by geographic scope (national, regional, local), format, duration, and inventory quantity, with campaign budgets ranging from €1,000 to €500,000+. Distribution combines field sales teams, regional directors across French territories, agency partnerships, and an online brief submission system. Customer concentration is low, with named enterprise logos spanning Disney, Sony, IKEA, Carrefour, Renault, Allianz, Nespresso, Miu Miu, Valentino, and others across entertainment, retail, F&B, fashion, automotive, luxury, and insurance verticals. Performance is anchored by multi-year concession contracts (most recently a 12-year Grand Paris Express contract for 45 stations) rather than individual advertiser spend.

Name

Mediatransports

Legal name

METROBUS

Website

https://mediatransports.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

251–500 employees

Short description

Mediatransports is the French leader exclusively dedicated to public transport advertising, commercializing OOH and DOOH inventory across RATP metro, SNCF stations, and 30+ French bus networks. It serves national and local advertisers, media agencies, and public institutions via a sales-led B2B model supported by proprietary audience data and measurement technology.

Ownership category

akta.pro rank

Product category

Outdoor and Transit Advertising

NAICS

Advertising Agencies (54181), Media Buying Agencies (541830), Indoor and Outdoor Display Advertising (54185)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Transit Advertising (Bus, Rail, Subway, Taxi, Airport Transit) (BPAFALAC)

akta.pro secondary industries

Out-of-Home (OOH), DOOH & Ambient Advertising (BPAFAAAI), Out-of-Home (OOH) Media Planning & Buying (MPAAABAG)

Keywords

• Transport advertising
• Out-of-home media
• Digital out-of-home
• Programmatic DOOH
• Transit media buying

Headquarters

HQ city

Boulogne-billancourt

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. OOH Advertising Sales: Traditional out-of-home advertising sales on paper posters across metro, bus, tramway, and gare environments. Formats include 3m², 6m², 12m², grand format, platform ramps, metro corridor panels, bus flanks, and interior car posters. Revenue generated through space rental to advertisers.
2. DOOH (Digital Out-of-Home) Advertising: Digital screen advertising sales across 4,300+ DOOH screens in gares and metros. Revenue generated from dynamic, contextually-targeted digital advertising placements with targeting capabilities including programmatic buying.
3. Event/Hors-Media Activations: Event-driven advertising solutions including XXL supports, animation zones, holograms, 3D screens, and full station/vehicle takeovers. Premium experiential marketing activations generating revenue from brands seeking immersive traveler experiences.
4. Programmatic DOOH (pDOOH): Programmatic buying platform enabling automated, data-driven DOOH campaign purchases. Revenue from programmatic advertising sales with audience-based targeting and real-time optimization capabilities.
5. Omnichannel Solutions: Integrated multi-format campaigns combining OOH, DOOH, Event, and programmatic channels. Revenue from comprehensive campaign packages and cross-channel advertising solutions.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

MEDIATRANSPORTS commercializes advertising space across French public transport networks (metro, bus, tramway and railway stations), offering OOH paper posters, DOOH digital screens, programmatic DOOH, event/experiential activations, omnichannel DOOH plus SMS/RCS packages, and creative production services. Commercialization is supported by a proprietary DMP, the Mobitransports audience measurement system, and Effimètre effectiveness analysis to plan, deploy and measure campaigns for advertisers and media agencies.

Product overview

MEDIATRANSPORTS operates as a unified advertising platform for public transport environments, organized around three complementary pillars: (1) Core advertising formats including OOH paper advertising (3m² to grand format), DOOH digital screens (4,300+ screens), and Event advertising; (2) Data-driven solutions combining proprietary DMP (300+ targets, 160M data points), programmatic buying, and audience measurement tools (MOBITRANSPORTS, Effimètre); and (3) Creative enablement through stuDiOOH Ads AI-powered tools and Services Créatifs. The platform integrates advanced capabilities like DCO for dynamic creative optimization, Train Live Triggering for contextual campaign automation, and Omnicanal offerings combining DOOH with SMS/RCS. Audiences are reached through four transport universes (Métro, Bus, Tramway, Gares) via Gammes In/Out/Parcours structures, with coverage across 13 French regions. The company holds ISO 9001 and ISO 14001 certifications and maintains data partnerships with Kantar, Orange Flux Vision, Retency, and Iligo.

Differentiator

Problem solved

Functional benefit

Brands

• Mobitransports: Proprietary audience measurement tool developed by MEDIATRANSPORTS, audited by CESP, modeling travel patterns of station and metro users.
• Effimètre
• stuDiOOH Ads

Products and services

• OOH Paper Advertising (Affichage Papier) Paper-based outdoor advertising space for rent to advertisers and media agencies across metro stations, gares, bus flanks, tramways and related transport environments. Formats range from 3m² to grand format panels for campaigns of varying reach and budgets.
• DOOH Digital Screens (Écrans Numériques) Digital out-of-home advertising on more than 4,300 screens deployed in French railway stations and metro networks. Provides dynamic, context-aware content delivery for advertisers and media agencies targeting daily commuters.
• Programmatic DOOH (pDOOH) Programmatic purchase of MEDIATRANSPORTS DOOH inventory via DSPs/SSPs such as Vistar Media, Perion and Displayce, supporting audience-based buying and rapid, event-driven campaign activation.
• Event / Experiential Advertising (Événementiel) Event-driven advertising solutions including XXL formats, animation zones, holograms, 3D screens and full station/vehicle takeovers in metro, gare, bus and tramway environments for brands seeking immersive traveler activations.
• Omnichannel Offer (Offre Omnicanale) Combined DOOH in public transport with Orange Advertising SMS/RCS mobile messaging targeting, enabling simultaneous or sequential activation that reaches travelers across both physical transport media and mobile channels.
• Creative Services (Services Créatifs) In-house creative production and adaptation services combining graphic design expertise with AI tools to adapt visuals for OOH, DOOH and off-media formats in transport environments; offered to advertisers and media agencies.
• Gammes (In, Out, Parcours) Three complementary product ranges bundled across the network: Gamme In (indoor metro and station environments), Gamme Out (bus and exterior formats), and Gamme Parcours (multi-touchpoint journey-based campaigns combining OOH and DOOH) for national, regional and local advertisers.
• Emblématique Network Premium advertising network comprising 82 faces in 23 French railway gares, designed by Wilmotte on 100% recyclable polyester LED-backlit canvases in 4/3 ratio, offering up to 30m² premium formats and ~1,300m² of total expression surface for high-end brand campaigns.

Quantifiable outcome

• +36% revenue increase for Regent's Park products in exposed Carrefour stores vs same period N-1
• +11 more outcomes

Named customers17 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

AI capability7 records

Feature7 records

Partnerships

20 partnerships are on record, tiered supporting and core.

• GenActsupportingGTM or Marketing Partner · 4 June 2026National campaign partnership for ecological and societal professional transition awareness. Campaign deployed in Paris, Marseille, Lyon, Lille metro and major city gares, reaching 8.5 million daily travelers.
• Île-de-France Mobilités / Société des grands projetscoreStrategic or Co-development Partner · 23 July 2025Won 12-year contract for advertising exploitation in 45 stations of Metro lines 14, 15 south, 16, 17, and 18 (Grand Paris Express). Coverage begins at respective service launches.
• MindsharesupportingChannel Partner/ Reseller/ Distributor · 16 July 2025Media agency partnership for inaugural DCO campaign with Allianz, deploying 238 gare-specific creatives via Perion SSP.
• PerionsupportingTechnology or Integration · 16 July 2025SSP platform for programmatic DCO campaign deployment enabling fluid and optimized creative distribution across gares.
• OgilvysupportingChannel Partner/ Reseller/ Distributor · 16 July 2025Creative agency partnership for Allianz DCO campaign creating 238 gare-specific visual adaptations.
• DisplaycecoreTechnology or Integration · 7 July 2025Technology partnership for Train Live Triggering innovation enabling automatic DOOH campaign activation based on real-time train departure and arrival data from SNCF. Displayce DSP platform enables programmatic buying synchronized with traveler journey through 300+ gares.
• Orange Flux VisioncoreTechnology or Integration · 16 June 2025Data partnership for indoor mobility measurement providing flux data for passenger flow analysis. Combined with MyTraffic outdoor data to map IRIS zone origins of public transport users.
• MyTrafficcoreTechnology or Integration · 16 June 2025Data partnership covering outdoor usage and displacement observations in transport universes, complementing Orange Flux Vision indoor data for comprehensive IRIS zone origin mapping.
• Kantar MetaskopecoreStrategic or Co-development Partner · 16 June 2025Strategic partnership for annual Mobilité Observatory study providing understanding of real displacement dynamics and usage patterns in territories. Panel study of 11,000 panelists representing French population.
• France Pub CSA GéostratégiesupportingTechnology or Integration · 16 June 2025Data partnership providing INSEE data at IRIS scale for qualifying traveler profiles and origin zones.
• UnlimitailcoreStrategic or Co-development Partner · 15 May 2025Strategic partnership for measuring DOOH campaign effectiveness on in-store sales through geolocation technology. Cross-references advertising locations in Parisian metro with Carrefour purchase data. Validated +36% revenue increase for Regent's Park campaigns in exposed stores.
• RetencycoreTechnology or Integration · 9 April 2025Measurement partnership for flux and exposure time measurement supporting audience qualification and campaign effectiveness analysis.
• AdsquarecoreTechnology or Integration · 9 April 2025Audience targeting partnership providing precise audience segment data for programmatic DOOH campaign optimization.
• IligocoreStrategic or Co-development Partner · 9 April 2025Research partnership conducting 850+ post-tests since 2011 across 26 activity sectors. Source of Effimètr effectiveness tool built from 600+ DOOH post-tests. Collaborative on eye-tracking studies and attention measurement.
• Orange AdvertisingcoreGTM or Marketing Partner · 4 March 2025Joint omnichannel offering combining DOOH in transport with SMS/RCS geotargeting from Orange. Enables simultaneous or sequential activation touching travelers throughout their journey. Based on Orange Instants Partenaires platform with RGPD compliance.
• Vistar MediacoreTechnology or Integration · 1 September 2024SSP partnership enabling MEDIATRANSPORTS DOOH networks to be activated through Vistar Media's programmatic platform, expanding programmatic access for advertisers.
• WilmottesupportingStrategic or Co-development Partner · 1 February 2024Design partnership for Emblématique network - premium advertising format designed by Wilmotte and homothetic in 4/3 aspect ratio, featuring 100% recyclable polyester canvas.
• RATPcoreStrategic or Co-development PartnerCore transport operator partner for Paris metro advertising exploitation. METROBUS ILE-DE-FRANCE operates RATP network under the MEDIATRANSPORTS group structure.
• SNCFcoreStrategic or Co-development PartnerCore transport operator partner for French railway station advertising. MEDIAGARES handles SNCF gare advertising under the MEDIATRANSPORTS group. Future Grand Paris Express partnership confirmed.
• Union de la Publicité Extérieure (UPE)supportingStrategic or Co-development PartnerActive member participating in RSE commission and adOOHcc carbon calculator development. OOH industry association for standards and sustainability initiatives.

Scale indicators13 records

Recent moves5 records

Expansion highlights6 records

Emerging players

• VIOOH: Programmatic DOOH marketplace partnering with multiple OOH operators to automate pDOOH buying. Functionally adjacent rather than competing directly, but a peer in monetizing OOH through programmatic pipelines.
• Place Exchange: U.S.-focused programmatic DOOH supply-side platform enabling audience-based buying of out-of-home inventory. Comparable as a programmatic DOOH ecosystem participant to Mediatransports' pDOOH stack.
• Hivestack: Global DOOH programmatic supply-side platform increasingly powering pDOOH campaigns. Mediatransports' Vistar/Displayce/Perion SSP partnerships make Hivestack a relevant ecosystem peer in programmatic DOOH.

Direct peers

• JCDecaux: World's largest outdoor advertising company and the dominant French OOH player, with street furniture and transit contracts across metros and airports. Most direct competitor in French OOH, including airport and rail station inventory that overlaps Mediatransports' SNCF and RATP footprint.
• Outfront Media: U.S.-listed outdoor advertising operator with a strong focus on transit and commuter markets (subways, buses, rail). Closely comparable product mix in transit OOH/DOOH for captive audiences.
• Clear Channel France: French arm of Clear Channel Outdoor Holdings, operating OOH displays including airport, road, and metro environments in France. Direct competitor for the same advertiser and media-agency budgets that Mediatransports targets.

Others

• La Poste Media (now Médiapost): French advertising/advertising distribution operator using postal networks for unaddressed and addressed distribution. Adjacent rather than directly competing; comparable as a French market-based advertising distribution channel competing for regional/local budgets.

Regional players

• Global (formerly Prisa Brand Solutions): Spain and Latin American outdoor and digital advertising operator, recently rebranded to Global. Comparable OOH/DOOH product set including urban transit media, but geographically focused on Iberia/LatAm.
• IGP Decaux (Italy): Italian OOH operator focused on transit and street furniture advertising, joint venture between Decaux and IGP. Comparable transit-OOH operating model but primarily serves Italy rather than competing directly in France.

Broad incumbents

• Stroer SE & Co. KGaA: Germany-based OOH and digital out-of-home major with rail/transport adjacency across Europe. Comparable business model as a transit-specialized OOH sales house, though operating in DACH rather than France.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights8 records

Customer concentration

• YouTubevimeo.com/user18484570
• Facebookfacebook.com/mediatransports
• LinkedInlinkedin.com/company/mediatransports
• Instagraminstagram.com/mediatransports

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mediatransports