The contract, which was previously held by CBS Outdoor, includes the sales for outdoor, ambient and experiential advertising at 12 rail stations across the UK and expand JCDecaux's digital footprint.
The installation of new digital sites will be subject to planning but JCDecaux hopes to install the Transvision and digital six-sheet formats at some of the key East Coast stations, such as York, Darlington and Newcastle.
The other stations in the country include Peterborough, Doncaster, Wakefield Westgate, Durham, Grantham, Newark North Gate, Retford, Berwick-Upon-Tweed and Dunbar.
Tim Hedley-Jones, property and projects director, at East Coast, said: "We were impressed by JCDecaux's vision for our stations and in particular their expertise in introducing digital technology to outdoor advertising sites outside London.
"With JCDecaux as our partners, we are confident that our advertising estate will enhance the passenger experience on this major intercity route."
In December last year JCDecaux outlined plans to double its digital footprint to 500 screens by the end of 2011 with the introduction of a national rail six sheet network and expanded shopping centre network.
Jeremy Male, chief executive officer of JCDecaux, UK and Northern Europe, said: "This key contract will enable our clients to reach audiences travelling the East Coast Main Line between London King's Cross and Scotland, strengthening our rail coverage in the North and North East.
"We have exciting plans to redevelop the advertising space, introducing new products including digital screens and Hi-Definition recyclable posters."