hillenaar outdoor advertising bv

What hillenaar outdoor advertising bv does

Hillenaar Outdoor Advertising BV is a privately held Dutch roadside digital out-of-home (DOOH) operator headquartered in Leiderdorp, Netherlands, founded in 2017 by Jeroen Hillenaar. The company owns and operates 66 digital highway billboards concentrated on major Dutch A-roads, including flagship multi-screen concessions such as Beverwijk A9, Triple Breda A16/A58, and Triple Eindhoven A2/A67/A58, with a digital mix above 95%. Through the July 2023 acquisition of OOHA Media, Hillenaar added 14 screens and roughly 5.8 million weekly contacts, lifting total reach to approximately 12 million weekly passersby and consolidating its position as the #2 digital roadside OOH operator in the Netherlands behind JCDecaux and Clear Channel.

The company's core technology is a fleet of digital roadside screens with first-in-Netherlands webcam monitoring and proof-of-play capture, extended in May 2023 with the launch of OOH Livestream, which delivers real-time, webcam-verified inventory. Programmatic distribution is enabled through third-party supply-side platforms — Broadsign, TAG Outdoor, and Outmoove — rather than a proprietary ad server or audience-measurement stack, and there is no public API product. The OOH Livestream product is positioned as a transparency and brand-safety layer rather than an AI or audience-targeting system.

Hillenaar's business model has historically combined direct sales with programmatic channels. In September 2024 the company executed a significant go-to-market pivot, transitioning from a direct-sales operator to a concession organization model in which Global Media & Entertainment handles all advertising sales for the network. This concession structure gives Hillenaar access to Global M&E's broader agency and programmatic demand without the cost of an in-house national sales force. Customers are therefore national advertisers, agencies, and programmatic buyers reached through Global M&E, while end-clients span consumer brands across the Dutch market. Leadership comprises CEO Peter Heemskerk and CCO Bas Nieuwenburg, with founder Jeroen Hillenaar retaining ownership.

Name

hillenaar outdoor advertising bv

Legal name

Hillenaar Outdoor B.V.

Website

https://hillenaar.nl

Company type

Private

Founded year

2017

Operating status

Operating

Short description

Hillenaar Outdoor Advertising BV is a privately held Dutch digital roadside OOH operator running 66 digital highway billboards across the Netherlands, reaching 12 million weekly contacts. It serves national advertisers via a 2024 concession model with Global Media & Entertainment.

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

Mobile & Vehicle Wrap Advertising (Fleet Graphics, Mobile Billboards) (BPAFALAG)

Keywords

• Digital outdoor advertising
• Highway billboard advertising
• Programmatic OOH buying
• Digital billboard network
• Roadside advertising media

Headquarters

HQ city

Leiderdorp

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Billboard Advertising Space Rental: Hillenaar Outdoor generates revenue by renting digital billboard advertising space to advertisers along Dutch A-roads and highways. Advertisements are displayed in 24-second slots with up to 4 advertisers per rotation. Campaigns can run for one day, one week, or multiple weeks. Pricing is based on screen size, location, duration, and reach metrics. As of September 2024, the exploitation and sales are managed by Global Media & Entertainment.
2. Object Development and Concession Management: Hillenaar Outdoor develops and manages outdoor advertising objects (billboards and masts) for itself, concessions, and third parties. The company acquires, digitalizes, designs, builds, rents, and manages outdoor advertising objects along Dutch highways, and also guides concession processes for private individuals, companies, and municipalities.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Hillenaar Outdoor Advertising BV operates a network of 66 digital billboard screens along major Dutch highways (A-roads), offering large-format digital advertising space ranging from 25m² to 138m². The company sells advertising space to advertisers and media agencies, with campaigns delivered through digital LED screens, programmatic buying platforms, dynamic content targeting based on weather/time/location, and live webcam monitoring. Since September 2024, exploitation and sales are managed by Global Media & Entertainment while Hillenaar retains mast ownership and focuses on network expansion.

Product overview

Hillenaar Outdoor operates a national network of approximately 35 digital and 3 analog billboard masts along Dutch highways, plus the Mega Board at Amsterdam Museumplein. The core offering is the Digital Billboard Network (Digitale Reclamemasten), supplemented by programmatic buying capabilities, the OOH Livestream monitoring service, and The Digital Truck mobile unit. The network offers weather/time/location-based content targeting with 24-second rotation cycles. Since September 2024, exploitation is managed by Global Media & Entertainment while Hillenaar retains mast management and network expansion.

Differentiator

Problem solved

Functional benefit

Products and services

• Digitale Reclamemasten (Digital Advertising Masts) Core network of digital billboard masts along Dutch A-roads and highways, with screens ranging from 25m² to 138m². Offers programmatic advertising, weather/time/location-based content targeting, and 24-second rotation cycles with up to 4 advertisers per slot. As of 2024, the network comprises 66 digital screens.
• OOH Livestream Service Live webcam monitoring service that allows advertisers to watch their campaigns in real-time during the campaign week. Customers receive email with stream links for all booked billboard locations, enabling campaign verification and transparency.
• The Digital Truck Mobile digital LED billboard mounted on a custom Volvo truck with a 5m x 3m screen. Equipped with solar panels, deployable at events, festivals, or high-traffic locations. Content can be updated hourly for flexible campaign execution.
• Mega Board Museumplein Large-format analog billboard at Amsterdam's Museumplein, positioned near the Rijksmuseum, Stedelijk Museum, and Van Gogh Museum. A prestigious location reaching 102,942 weekly passersby (passanten).
• Programmatic OOH Buying Automated OOH media purchasing service enabling advertisers to buy billboard inventory based on criteria including target audience, timing, budget, and weather conditions. Connected via Broadsign, Outmoove, and TAG Outdoor platforms.

Quantifiable outcome

• Revenue doubled in 2023
• +4 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core, minor and major.

• Global Media & EntertainmentcoreChannel Partner/ Reseller/ Distributor · 26 August 2024As of 1 September 2024, Global Media & Entertainment took over the exploitation, marketing, and sales of Hillenaar Outdoor's 66 digital highway billboard screens. This is a major strategic shift where Hillenaar focuses on being a concession organization managing mast ownership and network expansion, while Global handles all advertiser-facing sales. The partnership gives Global a complete outdoor advertising portfolio from street furniture to highway digital billboards.
• OOHA MediacoreStrategic or Co-development Partner · 14 July 2023Hillenaar Outdoor acquired OOHA Media on 14 July 2023, making Hillenaar the second-largest digital highway billboard operator in the Netherlands. The acquisition added 14 digital screens, 8 A-locations, and 5.8 million additional weekly reach. The OOHA Media brand was discontinued and its inventory fully integrated into Hillenaar's network.
• Fonds GehandicaptensportminorGTM or Marketing Partner · 1 June 2023Hillenaar Outdoor became a 1% FairShare partner of Fonds Gehandicaptensport, committing to donate 1% of sports sponsorship budget to support athletes with disabilities. The partnership includes donating media space for fundraising auctions and supporting awareness campaigns. This CSR partnership aligns with Hillenaar's brand values of visibility and inclusion.
• TAG OutdoorcoreTechnology or Integration · 28 February 2023TAG Outdoor and Hillenaar Outdoor intensified their strategic partnership to advance Programmatic Buying for digital OOH. TAG Outdoor specializes in automated (programmatic) purchasing of out-of-home media. The partnership aims to take programmatic buying to a higher level, leveraging data, campaign planning, and combining different networks for optimal advertiser relevance.
• Van der Valk InternationalcoreStrategic or Co-development Partner · 7 February 2023Van der Valk International partnered with Hillenaar Outdoor to install a digital billboard mast on Van der Valk's property along the A7 near Hoorn. This was the first digital highway billboard north of Amsterdam that Hillenaar exploits. The partnership demonstrates a win-win model: Van der Valk provides the location while Hillenaar provides OOH media expertise. Both parties indicated plans to expand the collaboration to additional locations.
• Cellnex TelecommajorStrategic or Co-development Partner · 24 November 2022Hillenaar Outdoor entered a strategic partnership with Cellnex Telecom to convert multiple strategically located sites in the Netherlands into digital billboard masts. Both companies prioritize sustainability in billboard infrastructure. The partnership leverages Cellnex's telecom infrastructure capabilities for network development and digitalization of advertising locations.
• Bereik.nlminorStrategic or Co-development Partner · 14 June 2022Hillenaar Outdoor added a digital screen along the A44 in partnership with Bereik.nl. Bereik.nl remains responsible for regional customers while Hillenaar Outdoor serves national advertisers on this screen. The screen is located at the Hilton Garden Inn hotel facade.
• MDH On Screen MediaminorStrategic or Co-development Partner · 6 April 2022MDH On Screen Media collaborated with Hillenaar Outdoor on the development of the digital billboard along the A18 at Doetinchem, contributing to the sustainable and energy-neutral expansion of Hillenaar's network.
• KoffiepartnersminorStrategic or Co-development Partner · 22 March 2022The Zwijndrecht A16 location is a collaboration between Hillenaar Outdoor and Koffiepartners, where Koffiepartners provides the site and Hillenaar operates the digital billboard.
• BroadsigncoreTechnology or Integration · 2 December 2020Broadsign provides the technical platform for Hillenaar Outdoor's digital out-of-home (DOOH) network, enabling content management, scheduling, and delivery across all digital screens. The partnership enabled programmatic buying integration and real-time content updates.
• OutmoovecoreTechnology or Integration · 2 December 2020Outmoove is the programmatic buying platform used by Hillenaar Outdoor, enabling advertisers to purchase OOH inventory automatically based on defined criteria such as audience, timing, budget, and weather conditions.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• JCDecaux: World's largest outdoor advertising company, with a substantial presence in the Netherlands including street furniture and billboards. Operates a much broader OOH portfolio than Hillenaar but overlaps directly on Dutch roadside and highway billboard inventory.
• Clear Channel Outdoor: Global OOH incumbent operating billboards, transit, and street furniture across multiple European markets including the Netherlands. Competes with Hillenaar for Dutch national advertiser budgets but as part of a much wider portfolio.
• Ströer: Major German-based outdoor advertising operator with growing DOOH focus across Europe. Comparable as a large multi-format OOH incumbent pursuing digital roadside inventory, though primarily serving the DACH region.
• Outfront Media: US-listed outdoor advertising leader operating transit and billboard advertising across North America. Comparable roadside-billboard and digital OOH business, though primarily US-focused.
• Lamar Advertising: One of the largest outdoor advertising companies in the Americas, operating billboards, digital displays, and transit advertising. Comparable in roadside billboard operations and digital conversion strategy.

Direct peers

• Global Media & Entertainment: Dutch outdoor advertising operator that now exploits Hillenaar's network as concession sales partner. Competes in the same Dutch DOOH market with its own street furniture and billboard inventory, and is the closest direct comparable business model.
• Ocean Outdoor: European digital out-of-home advertising specialist focused on premium roadside and city-center digital screens in the UK and Nordics. Closely comparable DOOH-first business model with programmatic buying integration.
• Exterion Media: Dutch-focused outdoor advertising operator across transit, roadside, and digital formats. Direct competitor for Dutch national OOH budgets alongside Hillenaar.

Others

• Broadsign: Digital signage and DOOH content management platform powering Hillenaar's network. Comparable as part of the DOOH ecosystem and a potential technology/strategic partner rather than a direct competitor.
• Van der Valk International: Hospitality group hosting a Hillenaar digital billboard along the A7 near Hoorn. Site/host partner rather than competitor, but representative of the property-owner counterparty model Hillenaar uses to expand its mast network.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hillenaar-outdoor

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 advertising bv