Belgium
DOOH Belgium: digital out-of-home advertising, city by city
Two Belgian cities counted screen by screen, a third on the way, and one basket to book them from.
| City | Screens | Venues | From | What's there |
|---|---|---|---|---|
| Brussels → | 3,700+ | 950+ | € 250 /wk | Hotel lobbies, street totems, metro and stations |
| Liège → | 350+ | 110+ | € 250 /wk | Stadium, retail, pharmacies, pavement |
| Charleroi → | Data coming | · | · | Lower town and station |
What "national" means on this page
Two Belgian cities are surveyed screen by screen and published with their full inventory: Brussels and Liège. The table above comes from that survey, not from a brochure. Charleroi is bookable, but its count is not published yet, and until it is, its row carries no figure rather than an estimate. The rest of the country exists too. Antwerp, Ghent, Mons, La Louvière and a run of smaller towns carry screens reachable from the same account, and a national brief is assembled in the same basket. What is missing is not the inventory, it is the page that counts it at this level of detail. Those arrive city by city. Across the group, glooh gives access to 65,000+ screens in 150+ cities and 5 countries.
Venue types, and what they actually weigh
The industry vocabulary files everything under five or six "universes", which makes for very tidy pages and false expectations. The two cities counted here show how far the same word can travel. In Brussels the leisure column comes to 2,200 screens, nearly all of them in hotel and hostel lobbies in the centre, while street furniture accounts for only 450 totems. In Liège the same leisure column is 140 screens, of which 130 hang inside one football ground at Sclessin, and the pavement holds 50. Put plainly: "leisure" means hotel lobby in one city and stadium concourse in the other. That is precisely why each city page publishes its own mix instead of repeating a national taxonomy.
Who operates the digital screens in Belgium
The Belgian market has no single owner, and that is the real reason a multi-city campaign takes weeks to assemble directly. Urban street inventory is mostly JCDecaux and Clear Channel. Stations and metro concourses run through concessionaires contracted to SNCB and the regional transport operators. Everything else is a long tail of in-venue networks: hotel lobbies, gyms, cinemas, pharmacy counters, supermarket entrances, car parks, office lobbies, stadiums. Across the two cities counted here, that long tail is the majority, not the margin. glooh aggregates it: one basket, one creative to upload, one invoice, instead of one quote per operator.
What a Belgian budget buys
The floor is the same in both counted cities, €250 per week, because it is a platform floor rather than a market rate. Over a fortnight, Brussels campaigns usually land between €500 and €1300, and Liège campaigns between €600 and €1300. None of that is a rate card per panel. You set a budget, the planner fills it with the screens that match your area and audience, and you see the exact list before you pay. Seven-day minimum commitment, no mandatory annual contract, no agency fee.
Frequently asked questions
- What does a DOOH campaign cost in Belgium?
- Across the two cities we publish with counts, entry is €250 per week. Over a fortnight, expect €500 to €1300 in Brussels and €600 to €1300 in Liège. These are aggregate campaign prices across a network, not per-panel rates and not prices attached to any named operator.
- Which Belgian city has the most screens?
- Brussels, by a wide margin: 3,700+ screens across 950+ venues, against 350+ screens across 110+ venues in Liège. Volume is not the only question, though: the Brussels network is largely indoors and concentrated in the Pentagon, while Liège follows the Meuse valley from one commune to the next. Both city pages break that down zone by zone.
- Who owns the digital advertising screens in Belgium?
- Nobody on their own. Urban street inventory is mostly JCDecaux and Clear Channel; stations and the metro go through concessionaires contracted to the transport operators; and a long tail of in-venue networks covers hotels, gyms, cinemas, pharmacies, grocery, car parks and stadiums. glooh aggregates all of it behind a single buying interface.
- What is the minimum budget, and what does it actually buy?
- €250 for seven days. It is the smallest basket that still spreads your creative across several screens instead of pinning it to one, and it includes playout of a standard creative. You see the selected screen list in the planner before paying, so "what does it buy" is answerable screen by screen rather than on average.
- Can one campaign run across several Belgian cities at once?
- Yes, and it is the basket's main use. You pick the cities and zones you want, upload one creative, and the whole thing runs as a single campaign with a single report. Bought directly, the same brief would mean one quote per operator per city, which is why national campaigns have historically been assembled in weeks rather than days.
- DOOH or OOH: what is the practical difference?
- OOH is classic outdoor advertising, printed and fixed for the length of the contract. DOOH is the same site as a screen: the creative can be swapped mid-campaign, scheduled by time of day, and varied by city or context with no reprint. For a Belgian advertiser that mostly changes two things: how fast a campaign goes live, and whether a running campaign can be corrected.
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