Global Spain Adds EMT Málaga Buses and Digital Screens to Transport Ad Portfolio
2026-11-13 · via DailyDOOH
Global Spain, the Spanish arm of Global, the Media & Entertainment Group, has won the contract to manage advertising on EMT Málaga's urban bus fleet and on small-format digital screens at the city's bus station, according to the company. For operators tracking where transit digital out of home is growing in Spain, this adds another city to Global's existing national network rather than opening new ground, but it does bring digital screens into a market where Global previously handled only static and vehicle-wrap inventory.
Under the deal, Global Spain will sell advertising across 210 EMT Málaga buses running on 42 routes through the city, plus 36 small-format digital screens at Málaga Bus Station. The company says the bus network carries more than 53 million passenger journeys a year, and describes the fleet as low-emission, in line with the transit operator's sustainability goals.
The contract builds on Global's existing presence in Málaga, where the company already sells advertising across the Cercanías commuter rail network, the María Zambrano high-speed rail station, and interurban buses. Borja Balanzat, Global Spain's managing director, said in a statement that the deal "strengthens our presence in Málaga" and lets the company offer a bus network spanning major Spanish cities including Barcelona, Madrid, Valencia, Zaragoza and Málaga.
What this means for the wider network
Global Spain positions itself as the largest transport media owner in the country, citing a portfolio that spans 6,200 buses, more than 1,400 train stations, 123 metro stations, and 4,000 large-format and digital screens nationwide. The Málaga award is incremental to that scale rather than transformative, but it fills in a market where the company already has rail and interurban bus coverage and had been missing the urban bus and station screen layer.
The announcement does not say what CMS or media player technology will run the 36 bus station screens, nor whether they will carry programmatic inventory or be sold directly. It also does not specify a contract term or value, or whether the screens are new installs or an existing EMT asset that Global Spain now has rights to sell against. Buyers and competing media owners evaluating transit DOOH in southern Spain will likely want those details before treating this as a meaningful shift in available digital inventory, as opposed to a sales-rights consolidation around assets that in some cases already existed.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
Global Spain Wins EMT Málaga Outdoor Contract
Global, the Media & Entertainment Group, announced that its Spanish division Global Spain, has been awarded the contract to manage advertising on EMT Málaga’s urban buses and small-format digital screens located at the city’s bus station.
Borja Balanzat , Global Spain’s Managing Director, told us “This contract is a strategic step for Global and strengthens our presence in Málaga, a key city thanks to its economic dynamism, international profile and strong tourism activity. The addition of urban buses enables us to broaden our product portfolio with a bus network in the country’s major cities, including Barcelona, Madrid, Valencia, Zaragoza and Málaga, among others. This enables us to offer agencies and advertisers new opportunities to connect with audiences in their everyday lives, integrating advertising into the journeys and spaces that are part of city life.”
The new contract strengthens Global’s presence in Málaga, where it already manages advertising across the Cercanías train station network, alongside Málaga–María Zambrano’s high-speed rail station and interurban buses.
Global Spain will manage advertising across a fleet of 210 EMT Málaga buses, operating on 42 routes that connect neighbourhoods across the city. The network is essential to Málaga residents and includes a low-emission fleet, in line with sustainable mobility objectives.
This urban presence is complemented by 36 small-format digital screens at Málaga Bus Station, a strategic hub connecting the city with other destinations and welcoming travellers and visitors every day.
In Málaga, EMT buses record more than 53 million passenger journeys a year. This level of activity makes the network an environment with considerable potential for brands looking to connect with a broad, diverse audience on the move.
Global continues to expand its presence in Spain’s main urban markets, with a network of more than 6,200 buses connecting cities including Barcelona, Madrid, Valencia, Zaragoza and Málaga.
Global Spain is a leader in outdoor advertising and the number one media owner for transport environments in Spain. The media owner manages advertising opportunities on 6,200 buses, more than 1,400 train stations, 123 metro stations, as well as 4,000 large-format media and digital screens throughout the country.
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