Exterior Plus
Exterior Plus sells programmatic digital out-of-home advertising inventory at Spain's two busiest airports (Madrid-Barajas and Barcelona-El Prat), targeting brands and agencies via the Broadsign Reach SSP under a partnership with Aena.
- Company typePrivate
- Founded2018
- HeadquartersSan Sebastián De Los Reyes, Spain
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Exterior Plus does
Exterior Plus is a Spain-based for-profit company that sells outdoor advertising inventory, with a current focus on programmatic digital out-of-home (DOOH) advertising at major Spanish airports. Its core product is a programmatic airport advertising offering that enables brands and agencies to purchase digital advertising inventory in real time, with targeting across terminals, time slots, and audience profiles at Madrid-Barajas and Barcelona-El Prat — two of Europe's busiest airports. The platform is built on an integration with Broadsign Reach's supply-side platform (SSP), which provides the underlying infrastructure for real-time bidding and campaign management, and represents the first programmatic advertising capability launched at Spanish airports.
The company operates a B2B enterprise field-sales motion, targeting corporate brands and advertising agencies seeking premium out-of-home reach at high-traffic locations. Distribution is concentrated through two core channels: a strategic partnership with Aena, Spain's national airport operator (giving it exclusive access to digital inventory at the two flagship airports), and a channel partnership with WPP Media to drive agency-side demand. Revenue is generated on a transaction-fee basis: brands and agencies pay for access to digital screen inventory purchased programmatically via Broadsign Reach, with pricing dependent on airport location, screen placement, time slots, and audience targeting parameters (specific rates are not publicly disclosed).
Exterior Plus is headquartered in San Sebastián De Los Reyes, Spain, employs 101-250 people, and expanded its outdoor advertising footprint in October 2018 via the acquisition of Impactmedia. The March 2026 programmatic launch, anchored by Allianz as the first advertiser, marks the company's pivot from traditional outdoor sales to a programmatic-first go-to-market in Spanish airport media.
Exterior Plus firmographics
Firmographics- Name
- Exterior Plus
- Website
- https://exteriorplus.es
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Exterior Plus sells programmatic digital out-of-home advertising inventory at Spain's two busiest airports (Madrid-Barajas and Barcelona-El Prat), targeting brands and agencies via the Broadsign Reach SSP under a partnership with Aena.
- Ownership category
- akta.pro rank
Exterior Plus industry classification
Industry- Product category
- Outdoor Advertising
- NAICS
- Indoor and Outdoor Display Advertising (54185), Indoor and Outdoor Display Advertising (541850)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Digital Out-of-Home (DOOH) Advertising (MPAAAKAB)
- akta.pro secondary industries
- Airport & Aviation OOH Media (Terminals, Jet Bridges, Lounges) (BPAFALAF), Digital Out-of-Home (DOOH) Screens & Networks (BPAFALAB)
Keywords
Where Exterior Plus is headquartered
LocationHeadquarters
- HQ city
- San Sebastián De Los Reyes
- HQ country
- Spain
- HQ region
- Europe
Markets served
Exterior Plus business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Technology or R&D, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Programmatic Advertising Sales: Revenue generated through programmatic digital out-of-home advertising at airport locations. Brands and agencies purchase advertising inventory through the Broadsign Reach SSP platform, paying for access to premium airport digital screens with targeted audience reach.
Go-to-market motion1 record
Distribution channels1 record
Exterior Plus product offering
Product offeringCore offering
Exterior Plus offers programmatic digital out-of-home (DOOH) advertising at major Spanish airports, enabling brands and advertising agencies to purchase and manage real-time campaigns across premium digital screens. The company provides automated access to advertising inventory at Madrid-Barajas and Barcelona-El Prat airports via integration with the Broadsign Reach supply-side platform, supporting data-driven targeting by terminal, time slot, and audience profile.
Product overview
Exterior Plus offers programmatic digital out-of-home advertising at Spanish airports, enabling brands and agencies to run real-time campaigns with data-driven targeting. The platform provides access to premium digital inventory at Madrid-Barajas and Barcelona-El Prat airports via integration with Broadsign Reach's supply-side platform, allowing precise audience targeting across terminals, time slots, and profiles.
Differentiator
Problem solved
Functional benefit
Products and services
- Programmatic Airport Advertising Digital out-of-home (DOOH) programmatic advertising offering enabling brands and agencies to run real-time campaigns with advanced audience targeting across terminals, time slots, and audience profiles at Madrid-Barajas and Barcelona-El Prat airports. Delivered via integration with the Broadsign Reach supply-side platform.
Companies that use Exterior Plus
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Exterior Plus technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature1 record
Exterior Plus partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- AenacoreStrategic partnership with Aena, Spain's national airport operator, to launch programmatic advertising at Madrid-Barajas and Barcelona-El Prat airports. This partnership enables Exterior Plus to offer digital advertising inventory across two of Europe's busiest airports.
- WPP MediacoreCollaboration with WPP Media as a media agency partner to facilitate programmatic advertising access for brands. WPP Media serves as an intermediary, helping clients purchase advertising inventory through the platform.
- Broadsign ReachcoreTechnology partnership using Broadsign Reach's supply-side platform (SSP) to enable programmatic access to Exterior Plus's airport digital advertising inventory. The platform provides the infrastructure for real-time bidding and campaign management.
Recent moves5 records
Expansion highlights4 records
Exterior Plus competitors and assessment
Company assessmentBroad incumbents
- Clear Channel Outdoor: Global OOH operator with significant European airport and roadside presence. Comparable as a broad incumbent that bundles traditional and digital OOH, including programmatic, against regional specialists like Exterior Plus.
- Outfront Media: Large U.S. outdoor advertising operator expanding DOOH and transit media. Comparable as a broad OOH incumbent investing in programmatic DOOH capabilities that could eventually be extended into European airport markets.
- JCDecaux: World's largest outdoor advertising company with a substantial airport advertising portfolio across Europe. Comparable because it competes for airport OOH budgets and is increasingly layering programmatic capabilities onto its inventory, directly contesting Exterior Plus's premium-airport positioning.
- Ströer: Major German-based outdoor advertising operator with strong DOOH and transit exposure across Europe. Comparable as a broad incumbent scaling programmatic digital out-of-home across high-traffic environments in Southern European markets.
Direct peers
- VIOOH: Programmatic DOOH exchange connecting buyers to premium outdoor inventory globally. Comparable because it operates the same SSP-mediated, programmatic-DOOH layer that Exterior Plus uses via Broadsign Reach, and competes for advertiser mindshare on automated airport buying.
- IGPDecaux: Specialist airport advertising operator active across European hubs, jointly tied to JCDecaux. Comparable because it focuses specifically on airport OOH and competes for the same premium-airway advertiser budgets that Exterior Plus targets at Madrid-Barajas and Barcelona-El Prat.
- Vistar Media: Programmatic DOOH ad-tech company providing SSP and DSP infrastructure. Comparable because it powers the same programmatic DOOH transaction model Exterior Plus has adopted and competes for agency and brand budgets in the airport DOOH channel.
- Hivestack: Global programmatic DOOH supply-side platform. Directly comparable as a competing SSP enabling programmatic airport and transit inventory, positioning against Exterior Plus's Broadsign Reach-mediated offering for the same programmatic advertiser demand.
Others
- Broadsign: Provider of the Broadsign Reach SSP that Exterior Plus uses for programmatic access. Comparable as the underlying enabling technology vendor — its product roadmap and partner strategy materially shape Exterior Plus's programmatic offering and competitive position.
Emerging players
- Place Exchange: Programmatic OOH SSP with U.S.-centric footprint. Comparable as an emerging programmatic OOH platform pursuing the same SSP-mediated transaction model for premium out-of-home inventory that Exterior Plus leverages through Broadsign Reach.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks4 records
Key highlights4 records
Customer concentration
Exterior Plus social profiles
Digital presenceExterior Plus financial estimates
Financial estimateRevenue estimate
Valuation estimate
Exterior Plus leadership team
Management profileNumber of profiles
Exterior Plus funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Exterior Plus M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Exterior Plus
What does Exterior Plus do?
Exterior Plus offers programmatic digital out-of-home (DOOH) advertising at major Spanish airports, enabling brands and advertising agencies to purchase and manage real-time campaigns across premium digital screens. The company provides automated access to advertising inventory at Madrid-Barajas and Barcelona-El Prat airports via integration with the Broadsign Reach supply-side platform, supporting data-driven targeting by terminal, time slot, and audience profile.
Is Exterior Plus a public or private company?
Exterior Plus is a private company. It is classified as unknown and is currently operating.
When was Exterior Plus founded?
Exterior Plus was founded in 2018. It employs 101 to 250 people.
Where is Exterior Plus based?
Exterior Plus is headquartered in San Sebastián De Los Reyes, Spain, in the Europe region.
How does Exterior Plus make money?
One revenue line is on record: programmatic Advertising Sales.
Who are Exterior Plus's main competitors?
Broad incumbents on record are Clear Channel Outdoor, Outfront Media, JCDecaux and Ströer. Direct peers are VIOOH, IGPDecaux, Vistar Media and Hivestack. Broadsign is listed as an others. Place Exchange is listed as an emerging player.
Does Exterior Plus have an API?
No public API is recorded for Exterior Plus.
What industry is Exterior Plus in?
Exterior Plus's product category is Outdoor Advertising. Its primary akta.pro industry code is MPAAAKAB, Digital Out-of-Home (DOOH) Advertising, with a secondary code of BPAFALAF, Airport & Aviation OOH Media (Terminals, Jet Bridges, Lounges). Its NAICS code is 54185 and its SIC code is 7310.