Hillenaar Outdoor

What Hillenaar Outdoor does

Hillenaar Outdoor B.V. is a Dutch digital out-of-home (DOOH) advertising operator founded in 2017 and headquartered in Leiderdorp, Netherlands. The company owns and manages a network of approximately 66 digital billboard masts (reclamemasten) plus 3 analog masts positioned exclusively along the busiest Dutch A-highways, covering virtually all major corridors from Limburg to Groningen. Each digital screen displays rotating ads in a 6-second loop with capacity for up to 4 advertisers per loop, and supports dynamic HTML5 creative that can be updated in real time. Flagship locations include the TWINS Schiphol A4 (2.1M weekly passanten), Triple Breda A16/A58 (1.4M), and the climate-neutral Assen A28 mast (400 solar panels, 98m² LED screens). The company also operates a mobile digital billboard (The Digital Truck) and an OOH Livestream webcam service that was first-to-market in the Netherlands for real-time campaign verification.

The platform is built on real-time content management infrastructure (Broadsign CMS), automated brightness and night-shutdown sensors, and programmatic buying integrations with Broadsign, DooH Solutions, Outmoove, and TAG Outdoor, enabling automated purchasing based on audience, time, budget, and weather triggers. Hillenaar generates revenue primarily by renting digital billboard screen time to national and regional advertisers and media agencies on a per-campaign basis (one-day to multi-week), with pricing quote-based and not publicly disclosed. The Maximaal Digitaal national campaign package reaches 12M+ weekly passanten. Effective 1 September 2024, Hillenaar transitioned to a concession organization: Global Media & Entertainment assumed exploitation (sales, marketing, operations) of the screen network, while Hillenaar retains ownership, mast management, and continued network expansion. The company is privately held by founder Jeroen Hillenaar and has not disclosed any external funding rounds.

Name

Hillenaar Outdoor

Legal name

Hillenaar Outdoor B.V.

Website

https://hillenaar.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Hillenaar Outdoor operates a Dutch network of ~66 digital highway billboard masts along A-highways, selling programmatic and direct advertising time slots to national advertisers and media agencies, with network exploitation transferred to Global Media & Entertainment in 2024.

Ownership category

akta.pro rank

Product category

Digital Out-of-Home (DOOH) Advertising

NAICS

Indoor and Outdoor Display Advertising (54185)

SIC

Services-Advertising (7310)

akta.pro industry

PRIMARYMPAAAKAF

Large-Format / Spectacular OOH (Building Wraps, Digital Spectaculars)

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Out-of-Home (OOH) Advertising Services

SECONDARYBPAFALAH

Large-Format & Spectaculars (Building Wraps, 3D, Landmarks)

Business & Public Services/Marketing, Advertising & PR Services/Out-of-Home (OOH) & Outdoor Advertising Services

Keywords

• Digital outdoor advertising
• Highway billboard network
• Programmatic DOOH
• Out-of-home advertising
• Digital signage network

Headquarters

HQ city

Leiderdorp

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Digital Billboard Advertising: Rental of digital billboard screen time slots along Dutch highways. Advertisers book campaigns for periods ranging from one day to multiple weeks. Each slot displays content in a 6-second loop with rotation every 24 seconds, supporting up to 4 advertisers per screen.
2. Analog Billboard Advertising: Rental of physical printed advertising space on analog masts (e.g., Naarden A1 'Witte Toren', Rotterdam A20, Waardenburg A2).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Hillenaar Outdoor operates a Dutch national network of large-format digital LED billboards (Digitale Reclamemasten) positioned along all major A-highways, renting screen time slots to advertisers for campaigns ranging from one day to multiple weeks. Each digital screen displays HTML5 creative in a 6-second loop within a 24-second rotation supporting up to 4 advertisers, with content updatable in real time. The portfolio includes digital highway masts, a mobile Digital Truck, premium analog masts (Naarden A1 Witte Toren, Amsterdam Museumplein), and a webcam-based OOH Livestream monitoring service, with bookings increasingly routed through Global Media & Entertainment.

Product overview

Hillenaar Outdoor operates a national network of 35 digital and 3 analog billboard structures (reclamemasten) positioned along high-traffic Dutch A-roads and highways, complemented by one mobile unit (The Digital Truck) and premium urban billboards. The core offering consists of large-format LED digital billboards that display dynamically updated creative on a per-screen rental basis — ads rotate every 6 seconds within a 24-second loop with up to 4 advertisers per screen. The portfolio spans both highway mast locations (e.g., Twins Schiphol A4, Triple Breda A16/A58, Den Haag A12 'Zuurstok') and urban locations (Amsterdam Museumplein Mega Board, Naarden A1 'Witte Toren'). The company also provides an OOH Livestream webcam monitoring service that lets advertisers view their running campaigns in real time. Campaign booking is done through Global Media & Entertainment, while programmatic buying is facilitated via TAG Outdoor and Outmoove platforms. The OOHA Media brand (acquired July 2023) was absorbed into the Hillenaar portfolio, adding 14 digital screens and 8 locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Digital Highway Billboards (Digitale Reclamemasten)
• The Digital Truck
• OOH Livestream (Campaign Webcam Monitoring)
• Analog Billboard Masts (Premium Locations)
• Maximaal Digitaal (National Network Package)

Quantifiable outcome

• 12 million+ passanten per week with full digital network (Maximaal Digitaal package)
• +3 more outcomes

Named customers12 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Global Media & EntertainmentcoreChannel Partner/ Reseller/ Distributor · 26 August 2024Effective 1 September 2024, Global Media & Entertainment assumed full exploitation (marketing, sales, and operations) of Hillenaar Outdoor's network of 66 digital highway billboard screens. Hillenaar retains mast management and continues network expansion. The partnership gives Global access to highway digital billboard inventory to complement its urban formats (bushokjes, tankstations, stations, shopping centers, supermarkets).
• KoffiepartnersminorStrategic or Co-development Partner · 14 July 2023Partnership with Koffiepartners for the Zwijndrecht A16 digital billboard location.
• Fonds GehandicaptensportminorOthers · 15 June 2023Hillenaar Outdoor became a 1% FairShare partner of Fonds Gehandicaptensport, donating media space to raise awareness and support disabled sports. Hillenaar provided a media kavel for auction at the annual fundraiser and assists with visibility campaigns.
• TAG OutdoorcoreTechnology or Integration · 28 February 2023Strategic cooperation with TAG Outdoor (specializing in programmatic OOH buying) to intensify joint efforts in Programmatic Buying. TAG enables automated campaign optimization based on audience criteria, time, budget, and weather, while Hillenaar provides the billboard inventory. Collaboration combines data expertise, campaign planning, and programmatic capabilities.
• Van der Valk InternationalcoreStrategic or Co-development Partner · 7 February 2023Partnership with hotel chain Van der Valk International to install a digital billboard mast on their property along the A7 near Hoorn. Two 66m² screens visible from both directions. This is the first digital highway billboard north of Amsterdam for Hillenaar. Hope expressed to expand the collaboration to additional locations.
• Cellnex TelecomcoreStrategic or Co-development Partner · 24 November 2022Strategic infrastructure partnership with Cellnex Telecom to convert multiple locations across the Netherlands into digital billboards. Both companies share a commitment to sustainability in highway mast conversion. A73 Arnhem was the first location developed under this partnership.
• Bereik.nlcoreStrategic or Co-development Partner · 14 June 2022Partnership with Bereik.nl to install and operate a digital screen along the A44 at Leiden (near Hilton Garden Inn). Bereik.nl retains responsibility for regional customers while Hillenaar serves national advertisers.
• BroadsigncoreTechnology or Integration · 2 December 2020Technology partnership for the programmatic buying infrastructure enabling automated, data-driven campaign purchasing across the digital billboard network. Broadsign powers the technical platform for the TWINS Schiphol programmatic integration.

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Outfront Media: US-listed OOH operator with large-format digital billboards and programmatic capabilities. Comparable in scale of digital roadside inventory and programmatic DOOH offering, though operating mainly in North America.
• Clear Channel Outdoor: Large global OOH operator with European highway and urban billboard coverage. Comparable in operating model (owned media assets, programmatic selling) and likely a competing bidder in Dutch highway billboard consolidation.
• JCDecaux: World's largest outdoor advertising company, present in the Netherlands with street furniture and billboard formats. A likely candidate for the #1 digital highway billboard position Hillenaar is pursuing, and the benchmark global OOH incumbent.
• Ströer: German-headquartered OOH giant with roadside digital billboards (e.g., 'i-road' product) and programmatic DOOH platforms. Comparable as a large European digital roadside billboard operator with similar sustainability investments.

Others

• Broadsign: Canadian programmatic DOOH supply-side platform and CMS provider. Powers Hillenaar's programmatic infrastructure and comparable as a core enabler of automated outdoor campaign buying across global DOOH networks.

Regional players

• La Diffusion Belge: Belgian roadside advertising operator (formerly Belgian Road Signs). Comparable as a Benelux operator with roadside billboard infrastructure on highways near the Dutch border, sharing some advertiser overlap.
• EPAMEDIA: Austrian/Central European OOH operator with roadside billboards and public transport advertising. Comparable in digital roadside billboard operations but focused on Austria/Central Europe rather than the Netherlands.

Direct peers

• Global Media & Entertainment: Major Dutch OOH operator running street furniture, transit and urban formats, and as of September 2024 the exclusive seller of Hillenaar's highway mast inventory. Directly comparable Dutch OOH competitor and channel partner.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/hillenaaro

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

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 Hillenaar Outdoor