Metrobus, a subsidiary of Médiatransports, has been awarded a 12-year concession to manage advertising spaces in 45 stations on the southern extension of metro line 14 and the new lines 15 South, 16, 17, and 18 of the Île-de-France Mobilités network. The contract was jointly awarded by the Société des grands projets and Île-de-France Mobilités (IDFM), the region’s public transport authority.
As part of its responsibilities, Île-de-France Mobilités will oversee the management of this concession and collect all associated royalties, which will contribute to funding public transport across the region during the full term of the contract.
A separate tendering process is expected to be launched in 2028/2029 for advertising concessions covering the eastern and western sections of line 15.
Environmentally responsible advertising
The Société des grands projets and IDFM have placed environmental responsibility at the heart of the concession. A maximum energy consumption threshold has been set for the entire network, resulting in a significant reduction in advertising density.
In response, Metrobus has committed to:
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Reducing the number of advertising displays by 40% compared to the number of available advertising locations in the 45 stations.
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Deploying low-energy advertising fixtures made of recyclable stainless steel, designed to be modular and with a lifespan exceeding seven years (compared to the typical five years).
Environmental considerations were given priority from the outset of the procurement process. Technical and environmental criteria—traditionally evaluated separately—were unified and collectively weighted at 45% of the final score awarded to bidders.
Responsible messaging
Metrobus will also promote responsible advertising practices by prioritising advertisers committed to sustainable development and corporate social responsibility (CSR). This includes encouraging communications that support environmentally and socially positive behaviours.
Additionally, Metrobus has committed to dedicating at least 30% of platform advertising space to non-commercial content, such as public service information or cultural messaging, as required by the concession terms.
Metrobus was originally established in 1949 to manage advertising within the Paris metro system. Since then, it has expanded its operations across France, maintaining its longstanding partnership with the RATP in commercialising advertising spaces.
Today, Metrobus manages advertising in over 50 French cities and urban areas, including across bus, metro, and tram networks in cities such as Lille, Marseille, and Rennes, as well as throughout Île-de-France.
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