Entering a cooperation with Unlimitail, Carrefour and Carmila, JC Decaux plans a major OoH and DooH upgrade in more than 450 shopping centers across Spain and France.
For More Than 450 Malls: JC Decaux Partners with Carrefour and Carmila
JC Decaux has entered a partnership with Carrefour, Carmila, and Unlimitail to develop a large-scale indoor and outdoor POS-DooH network across shopping centers in France and Spain. The world’s biggest OoH network owner announced the plans at the end of last year.
Following a competitive tender led by Unlimitail, JCDecaux will manage, upgrade, and commercialize advertising assets across Carrefour and Carmila sites as part of a broader transformation strategy focused on modernizing retail environments and unlocking new media revenue streams.
Indoor and outdoor DooH
In France, the rollout will introduce 75-inch LCD screens inside 161 shopping malls, supported by larger-format digital displays at flagship locations. Outdoor inventory across 297 mall access areas will include upgraded two-square-meter and eight-square-meter analogue street furniture, complemented for the first time by 81-inch LED screens. The project is described as the largest multi-site deployment undertaken by JCDecaux in France.
In Spain, the agreement would extend DooH coverage to 91 shopping centers and 88 access areas serving Carrefour hypermarkets, with rollout beginning in 2027.
Retail media integration
The network will be integrated into Unlimitail’s retail media platform, enabling omnichannel campaigns that combine on-site, in-store, and off-site activations. Programmatic DooH activation will be available through JC Decaux’s adtech ecosystem, with bookings expected to begin in early 2026 ahead of full deployment for the back-to-school 2026 period.
Campaign measurement will draw on Carrefour’s aggregated transactional and loyalty data, alongside JC Decaux audience metrics.
