Fill Up Média
Fill Up Média operates France's only sound-enabled digital out-of-home advertising network, deploying 7,000+ screens across 900+ gas stations to reach 7 million motorists weekly. The publicly listed Lyon-based company sells advertising programmatically and directly to local businesses, national brands, and major retailers including Carrefour, E.Leclerc, and TotalEnergies.
- Company typePublic
- Founded2011
- HeadquartersLyon, France
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Fill Up Média does
Fill Up Média is a publicly listed French advertising company that operates the only Digital Out-of-Home (DOOH) network in France with integrated sound capability. Founded in 2011 out of a 2004 student project, the company deploys 22-inch and 19-inch digital screens with speakers on fuel dispensers at gas stations across France, reaching approximately 7 million motorists weekly across 900+ stations and 7,000+ screens. Its principal differentiator is the audio/voice-over layer — the only outdoor advertising in France with sound — which lifts spontaneous ad recall by +16 points versus silent formats, with audio automatically muted between 8pm-8am for environmental compliance.
The technology stack pairs the proprietary sound-enabled hardware with Dynamic Creative Optimization that adapts creative in real-time to context (location, weather, time of day, day of week), programmatic integrations with VIOOH, Hivestack, Vistar Media, and Improve Digital (Azerion) supply-side platforms, an Adsquare data partnership for affinity-based targeting, and cross-media Facebook/Instagram activation managed via Meta Business Suite. The business model combines direct sales to local SMBs and national brands (subscriptions starting at €270/month for a 4-screen, 52-week campaign), programmatic buying via SSPs, and long-dated partnership contracts (6-8.9 years) with major French fuel and grocery retailers — notably Carrefour (25% voice share), E.Leclerc via ConsoRégie (33% voice share, 3,000 screens), and TotalEnergies (extension until 2028). Equipment and installation are provided free to gas station partners in exchange for advertising inventory allocation, creating a capital-intensive but highly contracted revenue model. Fill Up Média has been recognized as a Les Echos/Statista Champion de la Croissance for five consecutive years (2020-2024) and is ACPM DOOH Trust certified as of 2025. The company is headquartered in Lyon, listed on Euronext since June 29, 2022, and had approximately 63 employees as of 2024.
Fill Up Média firmographics
Firmographics- Name
- Fill Up Média
- Legal name
- FILL UP MEDIA
- Website
- https://fillupmedia.fr
- Company type
- Public
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Fill Up Média operates France's only sound-enabled digital out-of-home advertising network, deploying 7,000+ screens across 900+ gas stations to reach 7 million motorists weekly. The publicly listed Lyon-based company sells advertising programmatically and directly to local businesses, national brands, and major retailers including Carrefour, E.Leclerc, and TotalEnergies.
- Ownership category
- akta.pro rank
Fill Up Média industry classification
Industry- Product category
- Digital Out-of-Home Advertising
- NAICS
- Indoor and Outdoor Display Advertising (54185)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Digital Out-of-Home (DOOH) Screens & Networks (BPAFALAB)
- akta.pro secondary industry
- Digital Out-of-Home (DOOH) Advertising (MPAAAKAB)
Keywords
Where Fill Up Média is headquartered
LocationHeadquarters
- HQ city
- Lyon
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
Fill Up Média business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Infrastructure, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Advertising Sales (Direct): Revenue from local, regional, and national advertisers purchasing screen time on the DOOH network. Includes both fixed placement and programmatic buying options. Pricing starts at 270€/month for a 4-screen station with 52-week campaign including 2 spots.
- Retailer Partnership Revenue: Gas station operators (Carrefour, TotalEnergies, E.Leclerc) receive 25-33% of advertising inventory for their own promotions and receive annual remuneration from advertising investments made on their screens.
- Screen Equipment and Services: Free equipment provision to gas stations with 6-8.9 year contracts. Revenue generated from selling remaining advertising inventory. Includes installation, content management, and campaign planning services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Base campaign starting at 270€/month |
| Unit Pricing | Multi-year contract | Standard spot production |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Fill Up Média product offering
Product offeringCore offering
Fill Up Média operates a Digital Out-of-Home (DOOH) advertising network of 7,000+ digital screens installed on fuel dispensers across 900+ gas stations in France. The screens broadcast 10-second animated video spots with integrated audio (voice-over), reaching 7 million motorists weekly. The company sells advertising inventory directly to local businesses, national brands, and large retailers, and offers programmatic buying via SSP integrations (VIOOH, Hivestack, Vistar, Improve Digital/Azerion), plus complementary services including in-house spot creation and cross-media social advertising via Meta Business Suite.
Product overview
Fill Up Média operates as a DOOH (Digital Out-of-Home) advertising network operator offering a core platform of digital advertising screens in French gas stations, complemented by several integrated services. The flagship product is the DOOH screen network (7,000+ screens across 900+ stations) with sound-enabled advertising, which distinguishes the offering as the only DOOH network with audio in France. Supporting services include Spot Creation (in-house 10-second animated video production with professional voice-overs), Digital Ads (cross-media integration with Facebook/Instagram via Meta Business Suite), and Programmatic DOOH (automated buying via SSP integrations with Vistar Media, Improve Digital/Azerion, VIOOH, and Hivestack). The company also offers local business and national advertising targeting options, all backed by ACPM DOOH Trust certification.
Differentiator
Problem solved
Functional benefit
Products and services
- DOOH Advertising Network (Fuel-Dispenser Screens) Network of 7,000+ digital screens installed on fuel dispensers across 900+ partner gas stations (Carrefour, E.Leclerc, TotalEnergies, Auchan, Intermarché, Esso, Netto, U, Vito, In-Store Media, Imediacenter) broadcasting 10-second animated video spots. Reaches 7 million motorists weekly in France. Sold to local businesses, national brands, and large retailers seeking proximity and captive-audience reach.
- Digital Ads (Cross-Media Social Integration) Cross-media advertising package combining DOOH screen campaigns at gas stations with paid social advertising (Facebook and Instagram) managed via Meta Business Suite. Provides advertisers with omnichannel reach that extends physical-station exposure into digital channels, with targeting by location, age, interests, consumption habits, and online behaviors.
- Programmatic DOOH Buying Automated programmatic buying of Fill Up Média's DOOH inventory via SSP integrations with VIOOH, Hivestack, Vistar Media, and Improve Digital (Azerion). Enables real-time and automated campaign activation for advertisers and agencies seeking programmatic media purchasing.
- Spot Creation Service In-house creative production of 10-second animated video spots with professional voice-over recording. Includes messaging strategy, scriptwriting, professional voice recording, and motion design. Standard delivery in approximately 2 weeks; designed for advertisers needing turnkey creative assets for the DOOH screen network.
Companies that use Fill Up Média
Customer profileNamed customers16 records
Segments4 records
Ideal customer profiles4 records
Fill Up Média technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability6 records
Feature4 records
Fill Up Média partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered strategic, core and minor.
- Azerion (Improve Digital SSP)strategicFill Up Média joined the Improve Digital SSP of Azerion, accelerating programmatic DOOH strategy. Enables automated and real-time campaign buying.
- Vistar MediastrategicFill Up Média joined Vistar Media's SSP, accelerating programmatic DOOH strategy. Enables broader programmatic access for advertisers.
- AdsquarestrategicPartnership for ultra-targeted and measurable DOOH campaigns using Adsquare's data for contextual targeting and drive-to-store measurement.
- TotalEnergiescorePartnership extended until 2028 for DOOH advertising deployment in TotalEnergies gas stations. Core strategic partner providing access to premium station locations.
- VIOOHstrategicSSP platform integration enabling programmatic access to Fill Up Média inventory.
- HivestackstrategicSSP platform integration enabling programmatic access to Fill Up Média inventory.
- E.Leclerc (ConsoRégie)coreHistorical agreement signed with ConsoRégie for deployment of 3,000 screens in 300 stations (nearly half of E.Leclerc stations). E.Leclerc gets 33% voice share. Installation Q4 2024 through Q2 2025. Also exploiting 100 already-equipped stations.
- Havas Media NetworkminorAgency partnership for localized DOOH activation campaign (won Cas d'Or Digilocales 2024 with SNCF Voyageurs).
- CarrefourcoreMajor 8-year 9-month contract for deployment of 2,000 screens in 250 new stations. Carrefour receives 25% advertising inventory for their own promotions. Replaces original 2017 partnership. New generation screens with modern design and integrated speakers.
- Ministry of Justice (Ministry of Justice - France)minorPartnership for diffusion of 'Alerte Enlèvement' (Child Abduction Alerts) on 22-inch screens. 2,000 screens participate. 20-second full-screen message with audio per broadcast loop.
- France Pub (Xavier Guillon)minorGeomarketing firm consulted for strategic network deployment planning.
- UnlimitailminorPartnership for digitalizing retail leaflets into DOOH format (won Cas d'Or Digilocales 2024 with Barilla campaign).
Scale indicators8 records
Recent moves12 records
Expansion highlights7 records
Fill Up Média competitors and assessment
Company assessmentBroad incumbents
- Lamar Advertising: US-listed outdoor advertising operator with a large portfolio of billboards and digital displays across the Americas. Comparable as a public-market OOH/DOOH peer, though its network is road-side and billboard-led rather than forecourt-based.
- Clear Channel Outdoor Holdings: One of the largest outdoor advertising companies in the world with extensive DOOH and traditional billboards. Comparable as a broad OOH incumbent operating display-based advertising networks for national advertisers, although it has no gas-station-specific DOOH offering.
- Ströer: German-based outdoor and DOOH advertising operator with a large digital screen portfolio including street, transit and roadside formats. Comparable as a publicly listed DOOH operator serving national advertisers with proximity and audience-targeting propositions.
- JCDecaux: Global leader in out-of-home advertising with a significant DOOH portfolio across street furniture, airports and transit. Comparable as a French-headquartered OOH incumbent that competes for the same advertiser budgets, though JCDecaux operates at vastly larger scale and across multiple OOH formats.
- Outfront Media: US-based outdoor advertising company with a sizeable DOOH footprint in transit, urban and roadside environments. Comparable as a publicly listed OOH/DOOH incumbent competing for brand advertising budgets at scale.
Direct peers
- VIOOH: Global programmatic DOOH supply-side platform. Direct peer at the technology layer: VIOOH is one of the SSPs integrated into Fill Up Média's inventory for programmatic buying, and competes/cooperates with Hivestack and Vistar across the same DOOH supply pool.
- Hivestack: Programmatic DOOH ad exchange and SSP used by media owners and advertisers globally. Direct peer on the programmatic-DOOH side, with Fill Up Média joining Hivestack to expose its network to automated buying.
- Vistar Media: Programmatic DOOH SSP and ad server enabling automated buying on out-of-home networks. Direct peer on the programmatic-DOOH technology stack — Fill Up Média is integrated with Vistar, and the two compete for the same supply-and-demand relationships.
- Azerion (Improve Digital): European digital advertising platform whose Improve Digital SSP provides programmatic access to DOOH inventory. Direct peer at the SSP layer: Fill Up Média joined Improve Digital to monetize its network programmatically.
Emerging players
- Broadsign: DOOH-focused CMS and ad-serving platform powering many digital out-of-home networks worldwide. Comparable as a DOOH ecosystem enabler serving similar media-owner clients, though Broadsign sits in the CMS layer rather than operating screens itself.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Fill Up Média social profiles
Digital presenceFill Up Média compliance and trust
Trust signalCompliance1 record
Fill Up Média financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fill Up Média leadership team
Management profileNumber of profiles
Profiles4 records
Fill Up Média funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fill Up Média M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fill Up Média
What does Fill Up Média do?
Fill Up Média operates a Digital Out-of-Home (DOOH) advertising network of 7,000+ digital screens installed on fuel dispensers across 900+ gas stations in France. The screens broadcast 10-second animated video spots with integrated audio (voice-over), reaching 7 million motorists weekly. The company sells advertising inventory directly to local businesses, national brands, and large retailers, and offers programmatic buying via SSP integrations (VIOOH, Hivestack, Vistar, Improve Digital/Azerion), plus complementary services including in-house spot creation and cross-media social advertising via Meta Business Suite.
Is Fill Up Média a public or private company?
Fill Up Média is a public company. It is classified as public and is currently operating.
When was Fill Up Média founded?
Fill Up Média was founded in 2011. It employs 51 to 100 people.
Where is Fill Up Média based?
Fill Up Média is headquartered in Lyon, France, in the Europe region.
How does Fill Up Média make money?
Three revenue lines are on record. Advertising Sales (Direct) is the primary driver. The others are retailer Partnership Revenue and screen Equipment and Services.
Who are Fill Up Média's main competitors?
Broad incumbents on record are Lamar Advertising, Clear Channel Outdoor Holdings, Ströer, JCDecaux and Outfront Media. Direct peers are VIOOH, Hivestack, Vistar Media and Azerion (Improve Digital). Broadsign is listed as an emerging player.
Does Fill Up Média have an API?
No public API is recorded for Fill Up Média.
What industry is Fill Up Média in?
Fill Up Média's product category is Digital Out-of-Home Advertising. Its primary akta.pro industry code is BPAFALAB, Digital Out-of-Home (DOOH) Screens & Networks, with a secondary code of MPAAAKAB, Digital Out-of-Home (DOOH) Advertising. Its NAICS code is 54185 and its SIC code is 7310.