JCDecaux will replace previous contract holder Clear Channel's estate with 245 bus shelters and nine free-standing panels.
JCDecaux intends to introduce a bus shelter designed specifically for Reading with a glass panel in the shelter roof. A spokesman for the company claims this is a first for the UK.
Spencer Berwin, managing director of sales at JCDecaux, said the contract will allow JCDecaux to develop "high-quality advertising in this strategically important commuter town".
Berwin said Reading's proximity to London, its position on the M4 corridor and its upscale audience make this a "very important addition" to JCDecaux's portfolio.
Last week JCDecaux revealed it has installed six large-format billboards in the Trafford area of Manchester after winning a competitive tender for the sales, design and marketing of the structures.
The winning bid for the contract included a specially designed scrolling billboard unique to Trafford. It incorporates Trafford branding and LED lighting that can change colour to suit advertisers.
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