JCDecaux, the world’s largest outdoor advertising operator, announced on 18 February 2026 that it is extending the reach of its 360 Footprint platform beyond France. The enhanced solution, now available in Brazil, Italy, Germany and other forthcoming markets, claims to be the only tool that aggregates environmental, economic and social metrics for out‑of‑home advertising campaigns.
The rollout follows a four‑year pilot that began in 2021 and processed more than 235 campaigns for roughly 50 major brands, including LVMH, L’Oréal, Michelin and the Bel Group. The company says the move aligns with its 2030 ESG roadmap and its broader ambition to set a new industry standard for transparent, responsible media buying.
From a French Experiment to a Global Service
When JCDecaux first introduced 360 Footprint, the goal was to answer a growing demand from advertisers, regulators and the public for clearer data on the sustainability of marketing activities. A 2025 European Marketers Survey by FreeWheel found that almost 60 % of respondents were already tracking the carbon impact of their digital campaigns, underscoring the relevance of such a tool.
During the French phase, the platform measured four distinct dimensions for each campaign:
- Carbon emissions expressed in CO₂ equivalents.
- Water consumption reported in cubic metres.
- Social contribution, quantified by the number of full‑time equivalent jobs generated locally.
- Economic value, calculated as the monetary impact on the national economy.
These metrics were compiled into a single dashboard that allowed agencies and brands to pinpoint where improvements could be made, from selecting low‑impact inks to adjusting print density.
The Enhanced Offering Covers All JCDecaux Environments
The latest version of 360 Footprint expands the scope beyond traditional street‑level billboards to include transit shelters, airport displays, bike‑share stations and other formats under JCDecaux’s portfolio. By doing so, the tool promises a “360‑degree” view of a campaign’s footprint, a claim reinforced by the company’s own sustainability targets.
Key enhancements include:
- Integration of low‑impact printing options, such as certified or recycled paper.
- Automated suggestions for format optimisation that reduce material usage without sacrificing visibility.
- A broader data set that captures the indirect economic benefits of OOH advertising, such as job creation in local supply chains.
These capabilities are intended to help advertisers meet increasingly stringent ESG criteria while still leveraging the high‑reach nature of OOH media.
Why the Expansion Matters for Advertisers
Out‑of‑home advertising has traditionally been praised for its ability to reach large audiences at scale, but it has also faced criticism for environmental impact, especially regarding paper waste and energy consumption for illuminated displays. 360 Footprint attempts to bridge that gap by giving brands a quantifiable way to assess and mitigate those concerns.
For agencies managing multi‑channel campaigns, the platform could simplify reporting obligations to clients and regulators. “360 Footprint will help us further strengthen our pioneering role in responsible communication,” said Lénaïc Pineau, Chief Sustainability and Quality Officer at JCDecaux. “As the only solution that offers a 360° view of campaign impact, 360 Footprint goes beyond measurement: it enables us to open an informed conversation with our clients, our partners and local authorities, so that together we can transform how we design communication and manage its impact.”
Jean‑François Decaux, Chairman of the Executive Board and Co‑CEO, added: “360 Footprint embodies JCDecaux’s vision: as a sustainable media, we are making outdoor advertising a driver of transparency and progress for our clients. This international rollout marks a new milestone in our commitment to combining innovation with positive impact, while laying the foundations for an international standard that benefits brands, citizens and local communities.”
Strategic Fit Within JCDecaux’s 2030 ESG Blueprint
JCDecaux’s ESG commitments include a net‑zero carbon target and a series of emissions‑reduction milestones that have been validated by the Science‑Based Targets initiative (SBTi). The 360 Footprint tool is positioned as a “key lever” to achieve those goals, providing both internal measurement and an external service for advertisers seeking to align with the company’s sustainability standards.
The firm’s broader ESG performance has been recognised by third‑party rating agencies: CDP (grade A), MSCI (AAA), Sustainalytics (score 11.9) and EcoVadis (Gold Medal). It also joined the RE100 initiative and holds a place on the CAC SBT 1.5° index, underscoring its commitment to renewable electricity and climate‑aligned strategies.
Market Context: Competitors and the Growing Demand for Transparency
While several ad‑tech platforms now offer carbon calculators for digital media, few provide a holistic view that blends environmental, social and economic data for OOH. Companies such as Clear Channel and Posterscope have introduced sustainability reporting tools, but these tend to focus on single‑metric assessments like CO₂ emissions.
The expansion of 360 Footprint places JCDecaux ahead of many peers by delivering a more comprehensive dataset. As regulators in Europe and North America tighten disclosure requirements for advertising spend, tools that can substantiate ESG claims will become increasingly valuable.
Communication Campaign to Drive Adoption
To promote the international launch, JCDecaux enlisted Publicis Consultants, which crafted a messaging strategy around the premise that 360 Footprint “measures what you can’t see” in an OOH campaign. The campaign will be displayed on transparent street‑furniture panels and supported by short videos on social channels, aiming to educate advertisers about the new reporting capabilities.
Implications for the Advertising Supply Chain
The broader adoption of 360 Footprint could reshape procurement practices for brands that are under pressure to meet ESG targets. By providing a standardized set of metrics, the tool may become a de‑facto requirement in RFPs for OOH inventory, similar to how carbon accounting has become a prerequisite for digital media buys.
For media agencies, the platform offers a single source of truth that can be integrated into campaign performance dashboards, potentially reducing the need for third‑party sustainability audits. This could translate into cost savings and faster turnaround times for reporting.
Looking Ahead
JCDecaux plans to continue rolling out the enhanced 360 Footprint across additional markets throughout 2026, with the aim of establishing a global benchmark for OOH sustainability reporting. The company’s next steps include refining the algorithm that translates raw data into actionable insights and expanding partnerships with technology providers to automate data collection.
If the tool gains traction, it may prompt other OOH operators to develop comparable solutions, leading to a more transparent and accountable industry overall.
Get in touch with our Adtech experts
