– Vi er tjent med å irritere folk minst mulig

French advertising giant JCDecaux has been advertising in Norway since 1998, reaching 42% of the country's population each week. Their logo has become ingrained in the subconscious of many Norwegians. Jo-Øystein Slinde, JCDecaux Norway's marketing director, explains that while reaching a wider audience is not their goal or necessity, the outdoor advertising industry functions in various ways.

JCDecaux operates in 50 Norwegian municipalities, employing about 120 people across the country. In a week, their advertisement flats generate over 300 million impressions, with outdoor advertising accounting for around 4% of advertising revenue in Norway, a sector that has been growing for the past decade. JCDecaux's largest contract is with Sporveien Media in Oslo, covering all advertising on the metro, both inside the trains and at stations, as well as advertising on and inside trams and buses in Oslo and Akershus.

In 2023, JCDecaux outbid its main rival, Bauer Media, and is now in its third year of a "billion-euro contract" set to run until 2029. Slinde emphasizes that JCDecaux and Bauer Media dominate outdoor advertising in Norway, often competing fiercely for contracts. While losing contracts can be uncomfortable, it rarely results in staff layoffs, with only two instances in 28 years.

The primary argument for outdoor advertising is that it generates significant revenue for municipalities and public transportation systems, with most advertising revenue returning to the contracting partners or local governments. JCDecaux's goal is to ensure that some of these returns ultimately benefit the community. The company has grown steadily over the past 20 years, with a record revenue of 664 million kroner in 2025.

During the 2024 winter season, JCDecaux sponsored a campaign for the FOR party on the Oslo Metro, featuring full billboard coverage in train cars. E24, a local newspaper, removed the JCDecaux advertisements on T-banevognene during the summer, leaving them empty. Slinde explains that summer often sees a less intense outdoor advertising presence, as many advertisements are given to charitable organizations.

He believes that JCDecaux contributes positively to society, enjoying the commercial and competitive nature of the industry while working closely with advertisers and contributing to social causes.