The History of Outshine –

Years of Shine and a Story of Growth

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    2018: Lights On

    Outshine was founded at the beginning of the year, around Jani’s kitchen table. The first digital advertising screen went up in Helsinki. During the very first year, digital screens appeared at locations such as the corner of Stockmann and the side of Svenska Teatern. The first financial year closed with a profit: our revenue in 2018 was €716,000.

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    2019: First Steps of Growth

    We finally moved from the kitchen to a real office at Helsinki Central Railway Station. The core team began to take shape: Vitali and Kasper joined the team. Growth accelerated, and revenue exceeded the one-million-euro milestone for the first time.

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    2020: Turning Challenges into Opportunities

    The pandemic slowed us down but didn’t stop our vision. We developed our own inventory; for example, the Northern Finland deal brought about 50 large digital advertising screens to Outshine. Our ambition to build a strongly digital service concept gained momentum when, with Business Finland’s support, we started developing a new digital planning tool. That was the beginning of the tool we use today.

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    2021: A Year of Investments

    The first version of the planning tool, implemented with an external software partner, received positive feedback from customers. We decided to invest over €700,000 in software development and built our own dev team: Heikki, Henry, and Aapo joined, along with Jyrki as graphic designer. At the same time, ownership expanded: Outshine was no longer owned by one person but by five experts. We signed major partnerships, including with Nokia Arena and Tampere Hall. Revenue €1.1M, EBITDA 2.6%.

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    2022: Visibility and Impact

    Ahead of the World Championships, one of the largest advertising screens in the Nordics was installed on the façade of Tampere Hall. Local sales strengthened, and inventory grew: Oulu’s Rotuaari, Jyväskylä city center.. Media agency clients also began to join us. Revenue €2.3M, EBITDA 9.2%.

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    2023: Adding More Shine

    Jenny joined the team, the dev team grew stronger, and development investments continued. We won Finland’s largest outdoor advertising tender in Helsinki – one of the absolute highlights! We also revamped our material delivery model by introducing safety margins familiar from TV media, making campaign execution even smoother. Revenue rose to €3.1M, EBITDA 17.9%.

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    2024: Taking Over Helsinki

    The Helsinki contract brought massive preparations: permit processes, site surveys, electrical infrastructure, factory visits, and much more. The construction phase of the contract began on August 1st, and on the very first day, we launched 14 advertising screens. By the end of the year, we built over 200 digital screens and formed Helsinki's most comprehensive outdoor advertising network. We became the first Finnish company to join the international World Out of Home Organization (WOO). In addition, as one of Finland's five major outdoor advertising companies, we set out to build a joint, real-time audience measurement currency for static and digital outdoor advertising in Finland. Revenue €4.8M, EBITDA margin 35.2%.

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    2025: Prime street networks expand

    Prime street networks were built in Helsinki and Oulu, and we also won the tender for Espoo's digital screens. Outshine rose to become the number one in street-visible digital out-of-home advertising in three of Finland's five largest cities. Revenue €8.5M, EBITDA margin 36.3%.

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    Early 2026: Becoming part of shared metrics

    In February, we joined the Outdoor Advertising Association (Ulkomainosliitto) and adopted Fifty5Blue target group data to understand audiences even more accurately. At the same time, Outshine's ad buys were included in Fifty5Blue's ad spend data. This ensures Outshine's share is reflected in the industry's total figures, offering a more comprehensive picture of the Finnish out-of-home market. We strengthened our position in Tampere by winning the city's tender for digital billboards. The construction of the Espoo network continues, and by the end of the year, the city will have 100 Outshine digital ad displays.
    Our growth continued strong in early 2026.

Outshine's Vision 2030:

The most innovative and desirable partner in urban outdoor advertising in Finland.