A curved screen, and strict rules on digital ads.
Rotterdam's best surface for 3D is a cylinder seen from all sides, on the busiest square of a shopping centre. The city is strict about digital ads on buildings, and the operators publish their list prices. Below: the screens, who sells them, the rules, the 2026 prices and the dates.
The Rotterdam out-of-home market
Dutch out-of-home grew again in 2025, and digital now takes more than half of total spend, according to WPP and Outreach figures cited by Global (Global). A PwC study for the trade body Outreach, covering six operators and about 76% of the market, found €144 million of public revenue in 2025, paid directly to cities such as Amsterdam, Rotterdam and Utrecht (Global, PwC and Outreach study).
Formats are still arriving in the city. In September 2026, Bauer Media Outdoor brought its Urban Canvas, hand-painted 9 x 4 m brand murals that alternate with local art, from Amsterdam to the Meent, one of Rotterdam’s busiest shopping and dining streets (Bauer Media Outdoor).
Screens that suit a 3D billboard in Rotterdam
Cylinder screen, Winkelcentrum Zuidplein
GlobalCylindrical 360° screen, 2,592 x 1,536 px; 6-second spots, no audioA curved surface on the centre’s busiest square, seen from all sides; the screen does not rotate, so the film is designed for a fixed cylinder (Global specs 2026)
JCDecaux Avenue, Maasboulevard
JCDecauxFree-standing double-sided portrait LED, 6.5 m² per face, full HDLarge format on a busy road along the Maas, seen by drivers, cyclists and pedestrians (JCDecaux Nederland)
Large formats, Rotterdam train station
GlobalLarge-format digital screens; specs not publishedThousands of train travellers a day, in the operator’s description (Global)
City Live
Bauer Media OutdoorDigital street screens; 696+ screens in 50+ municipalitiesNot a 3D surface: the reach layer, with programmatic and real-time targeting (Bauer Media Outdoor)
The station formats at Amsterdam Centraal can extend a Rotterdam campaign nationally.
Who sells the space
- Global: the large formats at Rotterdam train station, the Zuidplein cylinder, and national urban, retail and highway digital networks of more than 3,300 screens (Global).
- JCDecaux Nederland: digital Mupis, the Avenue large-format LED on the Maasboulevard, bus shelters and Total View trams (JCDecaux Nederland).
- Bauer Media Outdoor: the City Live digital network, Inner City Live screens in city-centre car parks, Adshel, and the Urban Canvas murals on the Meent (Bauer Media Outdoor).
Rules to know before you brief
- Digital ads on buildings: Rotterdam no longer allows third-party advertising on digital screens on buildings; wall-mounted ads must relate to the business in the building. Large digital ads need an environmental permit, for the activities building and advertising (Gemeente Rotterdam).
- Illuminated advertising: governed by the city’s 2020 detailed rules on illuminated advertising (Nadere Regels Reclame met Verlichting 2020), which aim to prevent light nuisance and traffic risk (Gemeente Rotterdam).
- Ads in public space: they must meet the advertising chapter that still applies alongside the city’s design-quality policy (Welstandsnota); small, common requests such as signs are checked against quick-test criteria (Gemeente Rotterdam).
- Advertising tax: ads visible from the public road and not tied to a business premises cost €69.60 per m² per year in 2026; for billboards and bus shelters, the operator pays (Gemeente Rotterdam).
- Train stations: the creative must not interfere with signage, travel information or signalling, ProRail’s safety colours are capped at 10% of the image, and every creative needs operator approval (Global specs 2026).
What it costs in 2026
Dutch operators publish gross list prices, before their indices and agency discounts:
- JCDecaux digital network: a gross CPM of €9.25, multiplied by a month index (75 in January and July, up to 125 in December), a volume index and a targeting index (JCDecaux rate card 2026).
- Global DOOH network: a gross base CPM of €8.50, multiplied by volume, month and optimisation indices (Global rate card 2026).
- JCDecaux Total View tram, Rotterdam: €15,500 media plus €10,000 production for four weeks, gross, for 2,037,955 impressions and 258,883 unique reach (BRO Next). Amsterdam and Rotterdam together: €34,500 media (JCDecaux rate card 2026).
- JCDecaux print bus shelters and Mupis: a base rate per face of €215 in Rotterdam Centrum and €165 elsewhere in Rotterdam, before indices (same source).
The 3D film is a separate budget. It depends on how many formats it has to fit: the cylinder, the portrait screens and social cuts.
When to launch in Rotterdam
- 01
NN Marathon Rotterdam, in April: the finish is on the Coolsingel; 10 and 11 April in 2027 (NN Marathon Rotterdam).
- 02
King’s Day, late April (week 17): JCDecaux prices week 17 at a 125 demand index (JCDecaux rate card 2026).
- 03
NN North Sea Jazz Festival, three days in July: 9 to 11 July in 2027 (North Sea Jazz).
- 04
World Port Days (Wereldhavendagen), early September: a three-day festival on the waterfront (Wereldhavendagen).
A 2D video gets seen. A 3D one gets filmed.
Same screen, same media budget. A flat video plays like every other ad. Anamorphic 3D seems to leave the screen, so people stop, film it and share it.
From your media plan to a moment people film.
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.
See your brand break the screen.
Tell us about your next campaign. We come back with a concept built for your screen and your brand: the idea, the twist, and how it plays out. Free, and yours to keep.
No commitment. If you would rather talk it through first, book a call and we look at your plan together.
The messages we get once the screen goes live.
“Thank you, the team loves it”
Brand marketing · EMEA
“Really great work, thanks a lot”
Social lead · UK
“Thanks again, it looks amazing”
Brand content · HQ
“Congratulations on a job exceptionally well done”
Nathalie Dubois · Head of Brand Marketing, Media & Comms Western Europe
“Great job, thank you”
Campaign lead · DACH
Everything you need to know.
The cylinder screen at Winkelcentrum Zuidplein, sold by Global: a 360° surface on the centre's busiest square, seen from all sides. It does not rotate, so the film is designed for a fixed cylinder. JCDecaux's double-sided Avenue on the Maasboulevard adds a large portrait LED by the river.
Only for the business inside the building: Rotterdam no longer allows third-party ads on digital screens mounted on buildings. Large digital ads also need an environmental permit, for the activities building and advertising.
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.
Operators publish gross list prices. In 2026, JCDecaux's digital network starts from a €9.25 CPM and Global's from €8.50, both before indices. A four-week JCDecaux tram wrap in Rotterdam lists at €15,500 for media plus €10,000 for production. The 3D film is quoted separately.
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.