Global wins outdoor advertising contract for EMT Málaga

Global, the Media & Entertainment Group, has announced that its Spanish division, Global Spain, has secured a contract to manage advertising on EMT Málaga’s urban buses and digital screens at Málaga Bus Station in Spain.

The agreement strengthens Global’s presence in Málaga, where the company already manages advertising across the Cercanías commuter rail network, Málaga–María Zambrano high-speed rail station and interurban buses.

Under the new contract, Global Spain will manage advertising on 210 EMT Málaga buses operating across 42 routes. The network connects neighbourhoods throughout the city and plays an important role in residents’ daily travel. It also includes low-emission buses that support the city’s sustainable transport goals.

The contract also covers 36 small-format digital screens at Málaga Bus Station, a major transport hub connecting the city with other destinations. The station serves local passengers, tourists and other visitors travelling through Málaga.

EMT Málaga buses carry more than 53 million passenger journeys annually. This passenger volume provides advertisers with opportunities to reach a broad and diverse audience through advertising placed along everyday travel routes.

Borja Balanzat, Managing Director of Global Spain, described the agreement as an important step in the company's expansion.

“This contract is a strategic step for Global and strengthens our presence in Málaga, a key city thanks to its economic dynamism, international profile and strong tourism activity,” Balanzat said.

He added that the new bus advertising network would expand Global Spain’s media portfolio across major Spanish cities, including Barcelona, Madrid, Valencia, Zaragoza and Málaga.

According to Balanzat, the expanded network will give advertising agencies and brands more opportunities to reach consumers during their daily journeys and in public spaces across these cities.

The Málaga contract forms part of Global Spain’s continued expansion in the country’s major urban markets. The company now manages advertising across a nationwide network of more than 6,200 buses.

Global Spain is one of the country's leading Out of Home (OOH) advertising companies and the largest media owner in Spain's transport advertising sector.

Its national advertising portfolio includes more than 6,200 buses, over 1,400 train stations, 123 metro stations and approximately 4,000 large-format advertising displays and digital screens.