Screen Network has installed a 110-square-metre premium LED advertising screen at the intersection of Aleje Jerozolimskie and Marszałkowska Street in central Warsaw, a location the operator expects to generate up to 210,000 daily advertising contacts. The installation was reported on November 6 and strengthens the company’s position in the Polish capital’s premium large-format segment.
The corner is one of the most heavily traversed points in Warsaw. Aleje Jerozolimskie is a principal east-west artery running past the central station and the Palace of Culture, while Marszałkowska is the spine of the city’s retail and office district. The surrounding environment combines office buildings, hotels, restaurants, retail and transport interchanges, which produces a mixed audience of commuters, shoppers, residents and international visitors across the full day rather than a single peak.
Screen Network’s proposition rests on that mix. A 110-square-metre digital surface offers large-format visibility for premium brand campaigns, while the digital format allows creative to be scheduled by daypart, updated at short notice and coordinated with online activity. For sectors such as automotive, banking, telecommunications, retail, entertainment, travel and consumer goods, the location supports both awareness campaigns and time-sensitive promotion.
The reported 210,000 daily contacts figure is an operator estimate and, as the company’s own disclosure notes, should not be read as 210,000 unique individuals; repeated exposure is included. That caveat matters in a market where buyers increasingly ask for audience measurement rather than contact counts, and where the difference between contacts and unique reach determines whether a buy is priced against gross impressions or verified individuals.
The new screen adds to a substantial estate. According to its published profile, Screen Network operates more than 20,000 digital screens across Poland in city locations, railway stations, shopping centres and fitness facilities, and provides campaign planning, execution and reporting. The company is part of Digital Network Group. Its portfolio spans large-format outdoor displays and place-based networks designed to reach consumers across the day.
Warsaw has become a competitive market for premium large-format digital. Recent years have brought anamorphic LED installations and new landmark screens into central districts, raising both the quality of available inventory and the price of the best corners. In that environment, a 110-square-metre surface at the city’s central crossing is less a new billboard than a claim to prime position: the kind of site that anchors a national campaign’s visual identity.
For advertisers, the practical question is not whether the screen is large but whether it is unavoidable. Locations at major intersections win on dwell time at signal phases, on pedestrian flows between transport and retail, and on the repetition that comes from daily routines. Screen Network is betting that a corner where those three conditions overlap is worth more than a larger surface somewhere less travelled.
That logic also sets the terms for the next phase of competition in Warsaw: as more large-format digital inventory enters the central districts, buyers will differentiate between sites on measured audience quality and daypart flexibility rather than on square metres alone, and operators who can document who passes a corner, and when, will command the premium.
Why it matters: Screen Network’s 110 m² LED at Marszałkowska and Jerozolimskie, with an estimated 210,000 daily contacts, confirms Warsaw’s emergence as a premium large-format DOOH market — and shows operators competing on corner quality rather than screen size.
Source: DOOH Digital
