Belgian Posters

What Belgian Posters does

Belgian Posters S.A. is a Belgian family-owned outdoor advertising company founded in 1970 by José Charles Dejean and currently managed by the Dejean family (Charles Dejean as CEO with Marie-Laure Dejean). The company operates the largest large-format out-of-home (OOH) advertising network in Belgium, comprising over 4,500 advertising panels distributed across 581 municipalities. Its product portfolio includes traditional 20m² roadside billboards, scroll/déroulant billboards (8-10m²), the proprietary glue-free Cristal 8 panel, illuminated urban formats, printed banners and vinyls, and digital LED screens (4m²-20m²) deployed in the Brussels area. The company organizes its inventory into named networks — Grand Slam (national reach), Belgium (major cities), Moving (intercity routes), and Tailor Made (custom configurations).

Belgian Posters generates revenue primarily through rental of advertising space on its owned panel network, with pricing varying by panel format (4m² to 36m²), location quality, and campaign duration. Revenue streams include short-term campaign rentals, long-term 1-3 year lease contracts (typically used by SMEs for sustained regional presence), full-service campaign packages covering planning, strategy, design, printing, and installation, and public-procurement contracts for exclusive advertising rights on government properties (notably the 240-panel Publifer/SNCB railway contract from January 2019). Customers include national advertisers, Belgian SMEs, international brands entering the Belgian market, and property owners/landlords who supply facades or land in exchange for guaranteed annual rent.

The company sells through a direct sales-led model with personalized consultations, supported by a bilingual (French/Dutch) website, content marketing, case studies, and active social media presence. It serves enterprise clients (e.g., Belfius, Colruyt/Boni, BMW Juma) as well as the long tail of regional and local Belgian businesses. Belgian Posters has grown historically through a series of family-driven acquisitions (PUB IMO 1987, LVG 1989, BPC 1991, Agence Duchâne 2008, Clear Channel Belgium 20m² panels 2012) and remains a privately held, family-managed operator with no external funding, no public listing, and a modest 11-50 employee headcount concentrated at its Brussegem headquarters.

Name

Belgian Posters

Legal name

Belgian Posters S.A.

Website

https://belgianposters.be

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

Belgian Posters is a family-owned Belgian outdoor advertising operator running the country's largest large-format OOH network with 4,500+ panels across 581 municipalities, serving national advertisers, SMEs, and international brands via static billboards, digital LED screens, and full-service campaign management.

Ownership category

akta.pro rank

Product category

Outdoor Advertising

NAICS

Indoor and Outdoor Display Advertising (54185)

SIC

Services-Advertising (7310)

akta.pro primary industry

Static Billboards & Posters (Roadside, Wallscapes) (BPAFALAA)

akta.pro secondary industry

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

Keywords

• Outdoor advertising
• Billboard advertising
• Out-of-home advertising
• Large format advertising
• Advertising network

Headquarters

HQ city

Brussegem

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Billboard Space Rental: Rental of advertising billboard space to brands and advertisers. Pricing varies based on location (high traffic vs. remote), panel format (4m2 to 36m2), and campaign duration. The company owns the billboard infrastructure and rents space to advertisers.
2. Campaign Services: Full-service campaign support including planning, strategy, design, printing, and installation of billboard displays. Services include creation of visual materials for communication campaigns.
3. Long-term Lease Contracts: Long-term billboard rental agreements lasting 1-3 years for businesses seeking sustained regional presence and location indication.
4. Public Procurement Contracts: Winning public tenders for exclusive advertising rights on government-owned properties, such as the SNCB/Publifer contract for 240 railway panels.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Belgian Posters rents physical billboard and LED-screen advertising space across Belgium through a network of more than 4,500 panels in 581 municipalities. It sells four core product categories — Traditional 20m² billboards, urban Scroll billboards (8m²–10m²), the proprietary Cristal 8 glue-free panel, and LED digital screens (4m²–20m²) — bundled into national networks (Moving, Belgium, Grand Slam, Tailor Made). End-to-end campaign services — planning, strategy, design, large-format printing, installation, and maintenance — are delivered alongside the media space for advertisers ranging from Belgian SMEs to international enterprises.

Product overview

Belgian Posters is a Belgian outdoor advertising company offering a comprehensive portfolio of billboard and out-of-home advertising solutions. The core offering consists of various billboard formats (Traditional 20m², Scroll 8-10m², Cristal 8, LED screens, and Banners/Vinyls) complemented by campaign services (National, Regional, Digital, and Long-term campaigns). The company operates several named advertising networks including Moving (intercity routes), Belgium (major cities), and Grand Slam (national coverage), plus custom Tailor Made solutions. Services range from single-location rentals to full national campaigns, with digital capabilities including real-time LED screen management in Brussels. Belgian Posters positions itself as a full-service OOH provider covering the entire Belgian territory with over 4,500 advertising locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Traditional 20m² Billboard Standard large-format 20m² outdoor billboard format used along high-speed Belgian roads with open road margins; can be illuminated depending on location and represents the majority of Belgian Posters' inventory with the best price-quality ratio. Rented to advertisers as the foundational unit of national and regional OOH campaigns.
• Scroll Billboard (Déroulant) Illuminated urban-oriented 8m²–10m² rolling/animated billboard display that is glue-free and dynamic; positioned as a more prestigious urban alternative to classic billboards and offered to advertisers seeking high-visibility placements in city environments.
• Cristal 8 Panel Fixed 8m² outdoor panel installed without adhesive, designed for urban axes where traffic speed is increasingly limited; sold to advertisers and municipalities as a forward-looking innovative urban billboard format.
• LED Digital Screens Digital LED advertising screens ranging from 4m² to 20m², distributed across the Brussels area, offering real-time communication, dynamic campaign adjustments, and premium positioning; available to advertisers as the most prestigious inventory with low power consumption.
• National Campaigns (Grand Slam / Belgium / Moving / Tailor Made networks) Full-service national out-of-home advertising campaigns sold across four named networks — Grand Slam (largest network merging coverage and frequency across Belgium), Belgium (major cities), Moving (20m² panels on intercity routes for commuters/road travelers), and Tailor Made (custom combinations for individual client briefings). Includes planning, strategy, panel selection, design, printing, and installation; aimed at advertisers seeking nationwide reach and frequency.
• Regional Campaigns Flexible regional outdoor advertising campaigns using one or multiple billboards near a client's stores or service areas; offers scale from a single panel to hundreds and are adapted to business size, targeted at Belgian SMEs and local advertisers needing geographic specificity.
• Digital Campaigns Digital out-of-home advertising campaigns run on Belgian Posters' LED screen network in and around Brussels, providing real-time communication with the ability to dynamically adjust messaging based on specific dates or times; sold to advertisers seeking flexible, time-sensitive digital OOH delivery.
• Long-term Campaigns Long-term outdoor advertising campaigns reserving one or more billboard locations for 1–3 years; aimed at small to medium businesses needing sustainable regional communication and persistent physical visibility at a chosen site.
• Private Individuals & Landlords Service B2C service for private individuals and landlords offering facades or land along busy roads suitable for billboard installation; Belgian Posters installs, maintains, and pays guaranteed rental income to the property owner for the duration of the lease.

Quantifiable outcome

• National campaigns reach nearly 90% of population 15+ in two weeks
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Publifer / SNCBcoreChannel Partner/ Reseller/ Distributor · 1 January 2019Belgian Posters won the public tender from Publifer for the commercialization of 16m2 and 36m2 panels on SNCB railway property. The contract covers 240 panels including More O'Ferrall network panels and Digital Landscape 4m2 screens in railway stations. Contract duration: 3 years from January 2019.

Scale indicators6 records

Recent moves7 records

Expansion highlights4 records

Others

• VIOOH: Programmatic DOOH marketplace jointly created by JCDecaux and others to automate OOH buying. Comparable as an industry platform shaping how Belgian Posters could monetize LED inventory programmatically.
• BroadSign: Provider of CMS and programmatic software for OOH/DOOH media owners. Comparable as an enabling technology vendor that powers LED/digital inventory management for OOH operators like Belgian Posters.
• Hivestack: Programmatic digital out-of-home (DOOH) supply-side platform that connects media owners like Belgian Posters with programmatic buyers. Comparable as a key enabling technology in the DOOH value chain.

Broad incumbents

• Lamar Advertising: One of the largest US-listed OOH operators with a national billboard portfolio and growing digital out-of-home network. Comparable in business model (billboard rental + campaigns) but operating at much greater scale in the US.
• Clear Channel Outdoor: Global OOH major that previously operated in Belgium (Belgian Posters acquired Clear Channel Belgium's 20m² panels in 2012). Direct competitor in large-format Belgian billboards, with overlapping customer base of national advertisers.
• Outfront Media: US-listed OOH operator with a large US billboard and transit portfolio actively pivoting to digital. Comparable as a public peer in the large-format billboard rental business model.
• JCDecaux: Global #1 OOH advertising operator with a significant Belgian subsidiary competing across billboards, street furniture, and transit. Comparable as a fellow OOH infrastructure owner targeting Belgian advertisers with national campaigns.

Regional players

• IGPDecaux: Italian OOH joint venture (IGP / JCDecaux) operating street furniture and large-format billboards across Italy. Similar in being a country-scale OOH infrastructure owner with national campaign capability.
• Ströer: Germany's largest OOH operator running billboard, digital, and transit networks across German-speaking Europe. Comparable mid-sized listed OOH with similar panel-inventory and national-campaign sales model, though focused on DACH rather than Belgium.

Direct peers

• Global Outdoor (Exterion Media): European OOH operator (formerly Exterion Media) running large-format and transit panels across multiple European markets. Closely comparable mid-market European OOH infrastructure operator with similar national-campaign sales motion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCYPBtajQ27__yNM-785auRA
• Facebookfacebook.com/belgianposters
• LinkedInfr.linkedin.com/company/belgian-posters-sa
• Instagraminstagram.com/belgianposters

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries5 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 Belgian Posters