Wildstone unveils largest roadside digital billboard in Spain
World’s largest owner of OOH assets builds 20m digital screen in Madrid as part of Spanish expansion
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Madrid, 24th June 2025: Leading outdoor media infrastructure owner Wildstone has unveiled an impressive 20x6m digital billboard on the Burgos highway in the Alcobendas district of Madrid.
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The billboard is strategically located beside the A-1 route in the busy Alcobendas municipality, one of the main arterial roads for entering and leaving Madrid. An average of 189,223 vehicles pass the site each day.
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The screen will be managed by media operator Impact OOH. Wildstone led the end-to-end development of the billboard, which was transformed from a 12x5m, single-sided screen to a 20×6, double-sided screen. This makes it one of Europe’s largest digital billboards and Spain’s biggest large format roadside billboard.
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Moving forward, Wildstone plans to acquire and upgrade large format screens like this across Spain and beyond. To sustain the screen’s unusually large size, the supporting mast was designed in a triangular, lattice-like structure using similar techniques to those employed in the construction of the Eiffel Tower.
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Having entered the Spanish market in 2022, Wildstone currently owns over 1,700 outdoor advertising panels across Spain.
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Carlos Pestaña, Managing Director, Wildstone Spain said: “At Wildstone, we’re going beyond traditional out-of-home to create iconic structures. This extraordinary billboard combines cutting-edge technology and robust design to offer a high-impact visual advertising platform with a low environmental impact. The project reinforces our commitment to technological innovation in outdoor advertising, offering impactful, high-value solutions for both advertisers and property owners.”
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Pedro Várez, CEO at Impact OOH, said: “By collaborating with Wildstone on innovative projects like this one, we significantly strengthen the value of our digital network. The site’s cutting-edge LED technology enhances the quality of each advert and allows us to display dynamic, adaptable messages in real time, making it far more effective than traditional media. We look forward to developing our relationship with Wildstone, as we continue to innovate and adapt to our clients’ changing needs.”
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About Wildstone
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Wildstone is a leading owner of outdoor media infrastructure. The company’s portfolio of over 5,000 out-of-home advertising assets includes digital advertising screens in a variety of formats, classic billboards and super premium digital sites.
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Wildstone buys and rents property sites for outdoor advertising across the UK, Europe and Australia, helping property owners generate income from their unused land or building facades in high traffic locations.
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Wildstone partners with media operators by offering new OOH locations, as well as the expertise and capital investment needed to digitise sites. This collaboration enables media owners to accelerate growth, boost revenue and concentrate on their core business of selling OOH advertising.
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Wildstone is shaping the future of outdoor advertising through the digitisation of out-of-home assets. The company provides high-quality roadside media that stand the test of time, using next-generation LED screen technology that is lightweight, slim, and high-performing.
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For more information, please visit www.wildstone.co.uk
