Azerion opens 1,000 Belgian screens to programmatic advertising

On September 10, 2026, Azerion Belgium connected four exclusive screen networks, over 1,000 screens in total, to its Hawk advertising platform. Petrol stations, sports clubs, car parks and Brussels hotels are entering the programmatic market, with a clear goal: becoming the country's third-largest retail media network.

1. Four networks, over 1,000 screens

The announcement, issued from Brussels, details four exclusive screen networks now connected to Hawk, Azerion's demand-side platform: DOAA, 471 screens at petrol stations; Expo Sport Media, 478 screens in sports clubs; Interparking, 45 screens in car parks; and Visit Brussels, 60 digital kiosks in several hotels across the capital. In total, 1,054 screens join a platform that already gave access to more than 6,500 connected screens across Europe.

2. Themed packages, not a list of screens

Rather than selling each screen separately, Azerion bundles this supply into themed packages: Automotive, Sports, Family and Proximity. The logic: an advertiser buys an audience and an intent, not an inventory list. A car brand targets the Automotive package, a family brand the Family package, a local shop the Proximity package. According to Vincent Delmotte, Managing Director of Azerion Belgium, the ambition is twofold: strengthen an omnichannel offering combining DOOH with mobile and digital audio, and build the country's third-largest retail media network.

3. The retail media bet

This move fits a wider trend. Analyst firm Omdia projects retail media could reach roughly 20% of global ad spend by 2030, more than 300 billion dollars. A screen at a petrol station or hotel is not a retailer's own storefront, but it sits close to the point of purchase and can be targeted using audience and location data, which is exactly what makes it, in Azerion's view, a natural fit for retail media.

The AI lens, humans first

Targeting these screens relies on geo-demographic data processed automatically, without cookies or individual identifiers, an AI building block Azerion added to its Hawk platform in early 2026. But deciding whether programmatic DOOH belongs in a media plan, choosing the right networks and audiences, and measuring what these screens actually deliver: these remain strategic calls. AI executes. Expertise decides, and watches.