Bauer Media Wins 15-Year Digital Outdoor Advertising Contract in Tampere, Expands DOOH Footprint Across Finland’s Second-Largest Economic Region

Bauer Mediahas secured the City of Tampere’s outdoor advertising tender, Lot 1, signing a 15-year agreement to roll out 75-inch double-sided digital advertising devices across 100 advertising locations. The contract marks a significant step in strengthening Bauer Media’s position as a pioneer in digital out-of-home (DOOH) and as a market leader in Finland’s outdoor advertising sector.

Under the agreement, Bauer Media will install a total of 200 new digital advertising screens in Tampere. The expansion will significantly enlarge the company’s local network. Following the rollout, Bauer Media’s advertising footprint across the Tampere economic region will exceed 800 advertising surfaces in total. This includes 273 surfaces in the city centre, 179 in shopping centres and 250 in S Group stores. In addition, the broader Tampere region features more than 80 large LED advertising screens within the company’s portfolio.

Tampere represents Finland’s second-largest economic area after the Helsinki metropolitan region. The city region comprises 11 municipalities, with a combined population projected at 446,000 residents in 2025. Although Tampere is Finland’s third-largest city by population, as a metropolitan area it ranks second nationwide. The region is also among the country’s fastest-growing urban centres, supported by strong transport accessibility, a well-established knowledge base and a diverse business ecosystem spanning technology, manufacturing, education and services.

Industry observers note that the win aligns with a broader shift in the Nordic OOH market toward full digitalisation and data-driven inventory management. Across Europe, municipalities are increasingly favouring digital street furniture and smart city infrastructure in public tenders, reflecting both sustainability goals and the need for flexible, real-time communication platforms. In this context, long-term public contracts such as Tampere’s provide operators with predictable revenue streams while enabling cities to modernise their communication environments.

“Tampere is not only Finland’s most attractive city, it is also one of the most commercially compelling regions,” said Lassi Tolonen, Chief Digital Officer at Bauer Media. “A growing population, a vibrant events scene and an active urban culture make Tampere an appealing environment for advertisers. The city’s determined investments in development further strengthen the region’s commercial potential.”

Tolonen added that Bauer Media has effectively completed the digitalisation of its business nationwide. In recent years, the company’s investment focus has been heavily concentrated in the Helsinki metropolitan area. Going forward, however, Bauer Media will intensify investment in Tampere and other regional growth centres, including Kuopio and Jyväskylä.

As Finland’s largest outdoor advertising operator, Bauer Media’s near-complete transition to digital inventory reflects a broader European trend. Digital screens allow dynamic content management, programmatic trading and real-time campaign optimisation, enabling advertisers to align messaging with audience data, weather conditions, events and time of day. For marketers seeking measurable reach outside the home, the expansion in Tampere provides enhanced scale within a high-growth urban environment.

For international brands looking to deepen penetration beyond Helsinki, the strengthened Tampere network offers both urban density and regional breadth. With more than 800 surfaces across the economic region, Bauer Media is positioning Tampere as a core node in Finland’s evolving DOOH landscape, reinforcing its strategy of balanced growth between the capital and emerging metropolitan centres.