On Monday 30 April, it became official that Bauer Media Outdoor has secured the right to establish digital out-of-home (DOOH) in 10 large shopping centres across the country, making it Denmark's largest DOOH category in shopping centres.

By the end of 2018, almost 100 screens will be established, which in addition to the national coverage will ensure a total network of 13 centres and up to 150 digital surfaces. In addition to the high visitor exposure, the network gives advertisers the opportunity to address potential buyers directly and position brands and products close to the point of purchase.

- We look forward to introducing a digital platform across our centres that enhances the in-store experience and opens up new, unique communication opportunities for both our tenants and commercial advertisers. We have been partners with Bauer Media Outdoor for a number of years regarding advertising space outside our centres and we are very much looking forward to expanding our existing good cooperation with the new digital solutions, says Jakob Møller, Commercial Manager at DADES.

We have been partners with Bauer Media Outdoor for a number of years for advertising spaces outside our centres and we are very much looking forward to expanding our existing good cooperation with the new digital solutions.

^{Jakob Møller, Commercial Manager at DADES}

Bauer Media Outdoor launched their first digital network consisting of 54 screens in the Copenhagen Metro in April 2016. This was followed by the first digital mall network with 21 screens at Fisketorvet in the same year, and two more mall contracts in 2017. On the other side of the summer, when the network goes live, the digital expansion will give advertisers access to almost 950,000 weekly visitors across Denmark.

- "We have seen a steady increase in demand on our existing digital platforms, making it an easy decision to continue our investments in this area. We are proud to be part of expanding our media category to compete with both TV and online, but also that DADES A/S has chosen to award us this deal, which is the largest of its kind in Denmark so far, says Karsten Rask Mikkelsen, Country Manager at Bauer Media Outdoor in Denmark

We are proud to be part of expanding our media category so that it can compete with both TV and online, but also that DADES A/S has chosen to award us this agreement, which is the largest of its kind in Denmark.

‍Karsten^{Rask Mikkelsen, Country Manager at Bauer Media Outdoor in Denmark}