i-media
i-media operates the UK's leading motorway-service-area DOOH advertising network, using ANPR and EPOS data across 1,000+ screens at 132 locations to deliver targeted, measurable campaigns to agencies, automotive, betting, hospitality, and FMCG brands.
- Company typePrivate
- Founded1995
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingServices
What i-media does
i-media is a UK-based Digital Out-of-Home (DOOH) advertising network operating 1,000+ full-motion digital screens across 132 locations, covering 98% of UK motorway service areas through exclusive partnerships with Moto, Roadchef, Welcome Break, and Extra MSA, plus expanding roadside forecourt and EV charging-hub inventory. The company is privately held by Mayfair Equity Partners following a 2024 management buy-out and operates from a single London headquarters with 51–100 employees.
The platform is built on four proprietary technology modules: an ANPR Intelligence Platform that reads 3.6 million vehicles weekly and matches them against DVLA data for 50+ attributes per vehicle; an EPOS Intelligence Platform that integrates till-level sales data from WHSmith across Roadchef and Moto sites to provide deterministic proof-of-purchase measurement; a Programmatic DOOH layer integrated with leading SSPs (VIOOH, Broadsign, Place Exchange, Vistar, Perion) and DSPs (Yahoo) for automated, trigger-based campaign buying; and the Pitstop B2C rewards app, which has collected 320,000 first-party consented data points since launch. A proprietary Predictive Intent to Purchase (PIP) algorithm overlays ANPR and YouGov survey data to model purchase intent.
i-media generates revenue by selling advertising space on its digital screens via direct enterprise sales to agencies and brands, programmatic activation through SSP/DSP integrations (including global access via VIOOH), and a self-serve Campaign Builder for mid-market advertisers. Campaigns are quote-based with disclosed budget tiers of £50k–£80k, £80k–£120k, and £120k+, typically structured as multi-year contracts. The customer base spans automotive OEMs, betting brands, hospitality groups, FMCG advertisers, and charities. Underlying demand is supported by 8.1 million weekly MSA visitors, 22-minute average dwell times, and a 60% weekly unique-audience renewal rate that the company positions as superior to rail-based OOH environments.
i-media firmographics
Firmographics- Name
- i-media
- Legal name
- i-media Ltd.
- Website
- https://i-media.co.uk
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- i-media operates the UK's leading motorway-service-area DOOH advertising network, using ANPR and EPOS data across 1,000+ screens at 132 locations to deliver targeted, measurable campaigns to agencies, automotive, betting, hospitality, and FMCG brands.
- Ownership category
- akta.pro rank
i-media industry classification
Industry- Product category
- Digital Out-of-Home Advertising
- NAICS
- Advertising Agencies (54181), Media Buying Agencies (541830), Indoor and Outdoor Display Advertising (54185)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- Digital Out-of-Home (DOOH) Screens & Networks (BPAFALAB)
- akta.pro secondary industries
- Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB), OOH Measurement, Attribution & Verification (Footfall, Impressions, Brand Lift) (BPAFALAK), Out-of-Home (OOH) Media Planning & Buying (MPAAABAG)
Keywords
Where i-media is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
i-media business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Infrastructure, Technology or R&D, Personnel, Operations, Marketing or Sales, Supply Chain
Revenue model
- DOOH Advertising Screen Rentals: i-media sells advertising space across its digital and static screen network at motorway service areas, EV hubs, and roadside forecourts. Campaigns can be booked directly, programmatically via SSP/DSP integrations, or through agencies. Revenue is generated from screen rental fees based on campaign duration, screen type, targeting requirements, and number of locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Budget-based campaign tiers |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
i-media product offering
Product offeringCore offering
i-media operates the UK's leading digital out-of-home (DOOH) advertising network across 130+ motorway service areas, roadside forecourts, and EV charging hubs, comprising 1,000+ full-motion digital screens that reach 8.1 million high-intent consumers weekly. The network is powered by proprietary ANPR (Automatic Number Plate Recognition) technology, EPOS sales data integration, and programmatic trading infrastructure, enabling vehicle-level audience targeting and deterministic proof-of-purchase measurement. Campaigns are sold direct to agencies and brands, programmatically via major SSPs, or through a self-serve Campaign Builder.
Product overview
i-media operates as a platform-plus-modules DOOH (Digital Out-of-Home) advertising network. The core product is the i-media DOOH Network — a nationwide digital outdoor advertising platform spanning 1,000+ full-motion screens across 132+ motorway service areas, roadside forecourts, and EV charging hubs. The platform is powered by four integrated technology modules: the ANPR Intelligence Platform (proprietary vehicle recognition and targeting), Programmatic DOOH (automated buying via SSPs), EPOS Intelligence Platform (till-level sales measurement), and the Pitstop App (B2C rewards and first-party data collection). The screen portfolio includes D48, Digital 6 variants (standard, internal, roadside, EV Hub), Digital Mega 6, Gondola, WHSmith D4, Experiential Pods, and static formats. Supporting tools include the Live Dashboard, Map Visualiser, and Campaign Builder. The network reaches 8.1 million weekly visitors and integrates with VIOOH, Yahoo, YouGov, and WHSmith EPOS for enhanced targeting and measurement.
Differentiator
Problem solved
Functional benefit
Brands
- Pitstop: Proprietary B2C rewards app for motorway journeys, giving consumers access to exclusive rewards and discounts while providing brands with consented first-party data for targeting.
Products and services
- i-media DOOH Network
- ANPR Intelligence Platform
- Programmatic DOOH
- EPOS Intelligence Platform
- Pitstop App
- Campaign Builder
Quantifiable outcome
- 60% weekly unique audience renewal vs ~18% for National Rail (demonstrating superior audience renewal efficiency)
- +14 more outcomes
Companies that use i-media
Customer profileNamed customers16 records
Segments10 records
Ideal customer profiles3 records
i-media technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
AI capability8 records
Feature5 records
i-media partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core.
- VIOOHcoreVIOOH is a leading premium global DOOH supply-side platform. This integration opened i-media's exclusive network of 1,000+ full-motion motorway service area screens to programmatic buyers globally through a single point of entry. The partnership brings i-media's ANPR-powered audience data to the wider market through VIOOH's platform workflows, enabling 2.9 billion monthly impressions to be activated programmatically.
- ActiveXchangecoreGeofencing technology partner deployed at MSAs and Omoda dealerships to track visitor movement using GPS signal data. Identified consumers who engaged with experiential activations and later visited Omoda dealerships, providing campaign attribution for the Omoda experiential + DOOH campaign.
- YahoocoreYahoo activated programmatic DOOH across i-media's motorway network as part of the Holiday Inn campaign, integrating ANPR audience data into Yahoo's omnichannel platform spanning MSAs, rail stations, shopping malls, and supermarkets. i-media's MSA network accounted for 25% of total DOOH impressions in the campaign.
- BroadsigncoreSSP integration enabling programmatic trading of i-media's full-motion digital screen inventory. Part of the connected ecosystem including Place Exchange, Vistar, and Perion.
- Place ExchangecoreSSP integration for programmatic DOOH buying across i-media's network.
- VistarcoreSSP integration for programmatic DOOH buying across i-media's network.
- PerioncoreSSP integration for programmatic DOOH buying across i-media's network.
- Salesforce / Cloud MasonrycoreCRM system (Salesforce) used to store contact and contract data. Cloud Masonry manages Salesforce and Pardot activity, potentially including compliant processing of personal data on behalf of i-media. Salesforce is headquartered at Tower111 Monument Circle, Suite 4450, Indianapolis, Indiana 46204, United States.
- DVLA (Driver and Vehicle Licensing Agency)coreDVLA data is used in conjunction with ANPR to cross-reference vehicle registrations, enabling i-media to identify vehicle make, model, fuel type, and keeper information for audience targeting without personal data collection.
- WHSmithcoreExclusive EPOS data partnership with WHSmith across Roadchef and Moto sites. Provides deterministic till-level sales data enabling verified proof-of-purchase linking DOOH ad plays to actual retail sales. Covers £1.5bn annual non-fuel spend environment.
- MFG (Motorway Fuel Group)coreExclusive partnership with MFG for EV charging hub network, reaching 21% of UK public charging infrastructure. Screens positioned at MFG EV charging sites. National expansion roadmap of 1,000 digital screens planned for 2026.
- Moto MSAcoreMotorway service area operator with 53 locations across i-media's network. Sites feature Pret, M&S Food, Costa Coffee, Greggs, KFC, Krispy Kreme, WHSmith. 91 sites with 248m annual visits (ANPR data source for methodology).
- RoadchefcoreMotorway service area operator with 30 locations across i-media's network. Sites feature Costa Coffee, McDonald's, SPAR, WHSmith, Krispy Kreme, COCO di MAMA, Leon.
- Welcome BreakcoreMotorway service area operator with 39 locations across i-media's network. Sites feature Taco Bell, KFC, Starbucks, Greggs, WHSmith, Costa Coffee, Subway, Pret, Waitrose & Partners. 41 sites with 107m annual visits.
- Extra MSAcoreMotorway service area operator with 8 locations across i-media's network. Sites feature Greggs, Gdk, Starbucks, Nando's, Costa Coffee, McDonald's, KFC, Leon.
- UK's Largest Independent Forecourt OperatorcorePartnership for Roadside D6 network rollout at forecourts. 500 screens planned by 2026. Sites sit alongside major fuel brands, convenience retailers, and food-to-go favourites including McDonald's, Greggs, and Subway. Present in over 200 towns, with nearly half exclusive to i-media.
Scale indicators15 records
Recent moves6 records
Expansion highlights6 records
i-media competitors and assessment
Company assessmentDirect peers
- Clear Channel UK: One of the two dominant UK outdoor media owners operating DOOH and static formats. Direct competitor to i-media for UK advertiser budgets; notably ran the Outdoor Media Awards where i-media won Silver in Data & Intelligence for the Beiersdorf campaign.
- JCDecaux UK: Global OOH market leader with substantial UK DOOH and street furniture presence. Competes with i-media for premium UK outdoor budgets and is the parent of VIOOH, i-media's programmatic SSP partner, creating both a competitor and platform dependency.
- Global (formerly Exterion Media): Major UK and international outdoor media operator including former Primesight and Exterion assets. Competes directly with i-media across roadside, rail, and DOOH inventory and has the scale to challenge i-media's MSA exclusivity over time.
- Ocean Outdoor: UK-focused premium DOOH operator specializing in large-format digital screens in high-end environments. Comparable to i-media in pursuing high-impact, data-enriched premium DOOH with a focus on out-of-home brand experiences.
- Primesight: UK roadside and OOH media owner (now part of Global). Historically focused on roadside 6-sheet and digital 6-sheet formats that overlap directly with i-media's Roadside D6 and Digital 6 inventory.
Emerging players
- Vistar Media: Programmatic DOOH supply-side platform and one of i-media's listed SSP partners. Operates as both a technology enabler and a competitor by aggregating supply across many networks, potentially commoditizing access to i-media's inventory.
Broad incumbents
- Talon Outdoor: Independent OOH media agency that plans and buys outdoor campaigns on behalf of advertisers. Competes indirectly with i-media for agency mindshare and acts as an intermediary in many of the same UK OOH buying decisions.
Others
- Broadsign: DOOH software and SSP provider, listed as one of i-media's programmatic integrations. Not a direct competitor for advertiser budget but adjacent infrastructure whose capabilities shape the broader DOOH operating model i-media competes within.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
i-media social profiles
Digital presencei-media compliance and trust
Trust signalCompliance1 record
i-media financial estimates
Financial estimateRevenue estimate
Valuation estimate
i-media leadership team
Management profileNumber of profiles
Profiles7 records
i-media subsidiaries and ownership
Company hierarchySubsidiaries1 record
i-media funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
i-media 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 i-media
What does i-media do?
i-media operates the UK's leading digital out-of-home (DOOH) advertising network across 130+ motorway service areas, roadside forecourts, and EV charging hubs, comprising 1,000+ full-motion digital screens that reach 8.1 million high-intent consumers weekly. The network is powered by proprietary ANPR (Automatic Number Plate Recognition) technology, EPOS sales data integration, and programmatic trading infrastructure, enabling vehicle-level audience targeting and deterministic proof-of-purchase measurement. Campaigns are sold direct to agencies and brands, programmatically via major SSPs, or through a self-serve Campaign Builder.
Is i-media a public or private company?
i-media is a private company. It is classified as private equity controlled and is currently operating.
When was i-media founded?
i-media was founded in 1995. It employs 51 to 100 people.
Where is i-media based?
i-media is headquartered in London, United Kingdom, in the Europe region.
How does i-media make money?
One revenue line is on record: DOOH Advertising Screen Rentals.
Who are i-media's main competitors?
Direct peers on record are Clear Channel UK, JCDecaux UK, Global (formerly Exterion Media), Ocean Outdoor and Primesight. Vistar Media is listed as an emerging player. Talon Outdoor is listed as a broad incumbent. Broadsign is listed as an others.
Does i-media have an API?
No public API is recorded for i-media.
What industry is i-media in?
i-media'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 BPAFABAB, Digital & Programmatic Media Buying (Display, Video, CTV, Audio). Its NAICS code is 54181 and its SIC code is 7311.