Leading outdoor media infrastructure owner Wildstone has unveiled an impressive 20x6m digital billboard on the Burgos highway in the Alcobendas district of Madrid.

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.

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 20x6, double-sided screen. This makes it one of Europe’s largest digital billboards and Spain’s biggest large format roadside billboard.

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.

Having entered the Spanish market in 2022, Wildstone currently owns over 1,700 outdoor advertising panels across Spain.

‍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.”

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.”