Cellnex Netherlands starts with the digitization of its advertising masts

Utrecht/Leiderdorp, 23 November 2022 – Cellnex Netherlands, part of Cellnex Telecom, Europe’s largest independent telecommunications infrastructure provider, has started the digitization of its advertising masts. These advertising masts, part of Cellnex’s telecommunications infrastructure from a previous acquisition, are located at various strategic locations in the Netherlands.

Cooperation Hillenaar

Cellnex’s telecommunications infrastructure in the Netherlands includes over 4,000 antenna sites, 24 high telecom and data towers, the Media Gateway Datacentre at the Mediapark in Hilversum and a number of advertising masts located along busy thoroughfares.

With sustainability in mind, Cellnex has decided to digitize some of its existing advertising masts. To operate these advertising masts, it has entered into a partnership with Hillenaar Outdoor. Hillenaar now operates a total of more than 45 large digital screens, making it a major player in the Out-of-Home market.

The first digital advertising mast from the Cellnex portfolio was recently put into use. This mast is located along the A12 highway near Arnhem.

Digitale Out-of-Home reclame (DOOH)

Digital Out-of-Home advertising is taking off. Not only because it makes it possible to have images changed automatically, so that the message lingers longer, but also because content can be quickly and easily adapted to the circumstances. Peter Heemskerk, CEO at Hillenaar Outdoor: “We see that the demand for outdoor advertising is and remains undiminished. Provided it involves high-quality locations that create impact. The A12 near Arnhem is pre-eminently such a location, with a huge number of passers-by, which meets these criteria.”

Sustainability

Like Cellnex, Hillenaar Outdoor values sustainability. Therefore, it uses digital advertising masts as much as possible. All digital masts run on the most economical and least polluting LED lighting. By consciously opting for digital masts, savings are also made on the production of fabrics and other materials. Switching off the masts between 0.00 a.m. and 6.00 a.m. saves also 25% of the time on electricity.

Yvette Meijer, Deputy Country Managing Director at Cellnex Netherlands: “From a sustainability and cost-saving perspective, Cellnex’s mission is to offer its telecommunications infrastructure on a shared-use basis. Naturally, our telecommunication infrastructure is and will remain primarily available to Mobile Network Operators. However, some of the antenna sites are also ideally suited for DOOH. The masts are strategically located and all facilities, such as power and connectivity, are already in place.”

Peter Heemskerk added: “We are very pleased to be working with Cellnex. We continue to add new digital advertising masts to our portfolio and are constantly looking at promising locations along busy traffic arteries. The A12 is an absolute gem in that respect. As far as we are concerned, this is therefore the start of many joint locations.”