Carrefour and Carmila: JCDecaux develops retail media in over 250 shopping centres

Carrefour, Carmila, Unlimitail and JCDecaux join forces to accelerate the development of retail media at Carrefour and Carmila sites in France and Spain.

France: 161 centres and 297 access areas

The outdoor advertising multinational, active in more than 80 countries and 3.894 cities with 10.000 inhabitants, as well as in 157 airports and with 257 contracts for railways and urban transport, will place its digital and traditional advertisements in 161 retail complexes across France and in their associated 297 access areas.

The project will be the largest multi-site deployment ever carried out by JCDecaux on French soil and will ensure strong visibility at every stage of the consumer journey.

Spain: 91 sites and 88 entrance areas

In the Iberian country, from 2027, JCDecaux Spain will develop an indoor offering in 91 shopping centres, together with an outdoor offering in 88 access areas, including some hypermarkets.

The agreement, reached following exclusive negotiations, was concluded after a competitive tender led by Unlimitail, an international joint venture created in 2023 by the Carrefour Group itself and Publicis. Today, this entity means more than 2 billion views per month and access to approximately 220 million customers worldwide, thanks to 35 partner companies.

Digital screens up to 81 inches

In France, the new media network will use LCD super-screens measuring 75 inches, integrated into street furniture ranging from 2 to 8 square metres in the largest locations. In the access areas, digital panels will reach 81 inches.

JCDecaux will begin taking bookings at the beginning of 2026, with the devices becoming fully operational at the start of the next school year.

Using Carrefour data (aggregated and anonymised and sourced from loyalty cardholders) and Unlimitail’s technological capabilities, advertisers will be able to obtain precise measurement of their campaigns’ performance, visibility and impact on sales. JCDecaux will complement this with its own visitor measurement standards.

About Carmila: listed on Euronext Paris, the company is now, internationally, the third listed company in the European shopping centre industry, with a portfolio of 251 assets, in France, Spain and Italy (8 locations) worth 6,7 billion euros as at 31 December 2024.

JCDecaux, the outdoor advertising leader, generated revenue of approximately 2024 in 4 billion euros in 12.000 , employing more than

JCDECAUX KEY FIGURES

Other articles:

Carrefour and Publicis create Unlimitail

Auchan and Les Mousquetaires join forces in Valiuz

Retail media: are we only at the beginning?

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.