In Madrid, 3D billboards play on Plaza de Callao, on the Callao City Lights screens. We design the anamorphic film for them, and we can book the media.
Plaza de Callao and Gran Vía. 3D built for Madrid's screens.
We create anamorphic 3D billboards in Madrid: one film built to the exact specs of the Cines Callao facades or the Circuito Gran Vía, then cut for the metro, the airport and social. We can also book the screens with the operators.
One 3D film, built to the exact specs of each screen
Media buying with the operators, or delivery to your agency's plan
You bring the screens and the brand. We bring the idea, the 3D and the delivery, and we keep it simple for you from the first call to the day it goes live.
5 steps3 to 4 weeks from approved brief
Week 01
Week 02
Week 03
Week 04
Live +
Brief
Concept
Production
Delivery
Amplification
Madrid guide
Spain's first large 3D illusion ran on Plaza de Callao.
Outdoor advertising (publicidad exterior) in Spain grew 6.7% in 2025, and Madrid's best-known screens sit on Plaza de Callao and Gran Vía. Callao City Lights, which runs them, already sells 3D. Below: the screens that suit a 3D billboard, who sells them and when to launch.
market
The Madrid out-of-home market
Outdoor advertising investment in Spain reached €460.5 million in 2025, up 6.7% from €431.7 million in 2024. Digital accounted for €192.1 million of it (InfoAdex study, summary). The market is changing hands: on 4 August 2026, Clear Channel Outdoor completed the sale of its Spanish business to Atresmedia for €115 million (Billboard Insider).
In Madrid, two networks stand out. JCDecaux renewed its exclusive Metro de Madrid concession until 2034, with about 500 digital screens switched on from February 2024 in stations such as Sol, Gran Vía, Nuevos Ministerios and Callao, and an annual payment of €10.5 million to Metro (elDiario.es). Above ground, Callao City Lights reports nearly 900 million advertising impacts in 2025 on its Gran Vía circuit, up 12% on 2024, or more than 2.4 million a day (El Independiente).
Two large digital screens on the two facades of the Cines Callao building, in place since 2011
Two facades on a square the operator puts at 150 million passers-by a year; Spain’s first large-format 3D illusion ran here in December 2020 (Time Out Madrid)
Travellers waiting in the terminals; concession awarded in 2019 (Reason Why)
Plaza de Callao is the hero location. The two Cines Callao facades let a 3D film play across both screens, and the rest of the Gran Vía circuit and the Metro repeat the idea for reach.
3D campaigns
3D campaigns Madrid has already seen
01
The Callao whale (December 2020): a 3D whale by Callao City Lights with BCN Visuals, described as the first large-format 3D illusion in Spain. It was adapted to daylight and ran a different animation on each screen (Time Out Madrid).
02
Brand campaigns on the Callao screens: the operator’s 3D showcase lists pieces for McDonald’s (the Big Arch launch), Zadig & Voltaire (Zadig l’Intense), BYD (a new plug-in hybrid) and Parmigiano Reggiano (Callao City Lights).
Fast food, fragrance, cars and food: in Madrid, 3D on Callao is a format brands across categories already book.
media owners
Who sells the space
01
Callao City Lights: the Circuito Gran Vía, 15 large-format screens at Cines Callao and the Coliseum, Lope de Vega and Rialto theatres, including 3D DOOH (Callao City Lights).
02
JCDecaux España: the exclusive Metro de Madrid concession, about 500 digital screens plus traditional displays, until 2034 (elDiario.es).
03
Exterior Plus: the exclusive advertising concession at Madrid-Barajas, covering digital, conventional and spectacular formats and special activations, awarded in 2019 for seven years plus two optional (Reason Why).
04
Atresmedia: took over Clear Channel’s Spanish business in 2026 (Billboard Insider). Clear Channel had run Madrid’s street furniture since 2017, with 300 digital mupis on a 12-year operation (Reason Why).
calendar
When to launch in Madrid
01
The Christmas season, from late November to 5 January: the lights, the Plaza Mayor market, New Year’s Eve at Puerta del Sol and the Epiphany parade bring peak footfall to Sol, Gran Vía and Callao (esMadrid).
02
Mad Cool Festival, in July: 8 to 11 July in 2026. It drew a peak of 240,000 people over three days in 2018 (Wikipedia).
03
Mercedes-Benz Fashion Week Madrid, September edition: 14 to 19 September in 2026, when fashion and beauty brands launch collections (IFEMA).
beyond billboards
Not a billboard? The same 3D for shop windows, events and buildings.
Every screen needs a film built for its exact shape, outdoors or indoors. Same studio, same method.
The operator of the large digital screens on Plaza de Callao and Gran Vía: 15 screens on the Cines Callao building and the Coliseum, Lope de Vega and Rialto theatres. It reports nearly 900 million advertising impacts in 2025 and sells a 3D product.
The two facades of the Cines Callao building, on Plaza de Callao. Spain's first large-format 3D illusion ran there in December 2020, and the operator's 3D showcase lists brands such as McDonald's, BYD and Zadig & Voltaire. The Metro and the rest of the Gran Vía circuit carry the reach.
Yes. We can handle the media buying with the operators, so the screens are chosen for the creative and the budget stays under control. If you already have a media agency, we deliver the 3D film to their plan.
No Madrid operator publishes its rates, so the media is quoted per screen and per date. The 3D film depends on how many screens and formats it has to fit. We quote both once the screens are chosen.
Yes. We create both flat and 3D versions and adapt them to every screen and media owner in your plan, whether that's one flagship billboard or dozens across markets. The technical back-and-forth is our job, not yours.
The creative is a separate line, but it never requires you to buy more media. You're making the impressions you've already paid for work harder: the same screens start generating organic reach on their own.
Ideas and early visuals can use AI. The final 3D is built by our own team, because a real screen with real people in front of it does not forgive approximation.
