Display Technology

Wildstone debuts huge digital billboard in Madrid

Photo: Wildstone

July 7, 2025

Wildstone, an outdoor media infrastructure owner, has debuted a 20x6-meter digital billboard on the Burgos highway in the Alcobendas district of Madrid.

The billboard is 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, according to a press release.

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 12x5-meter, single-sided screen to a 20x6-meter, double-sided screen.

Wildstone plans to acquire and upgrade large format screens like this across Spain and beyond, according to the release.

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.

"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," Carlos Pestaña, managing director, Wildstone Spain, said in the release.