FRAMEN
FRAMEN is a Digital Out-of-Home advertising platform connecting venue operators and brand advertisers across 18,000+ screens in 32 countries, combining plug-and-play hardware, programmatic campaign management, and premium publisher content. It serves gyms, hotels, coworking spaces, and retailers on the supply side and brands/agencies on the demand side.
- Company typePrivate
- Founded2018
- HeadquartersBerlin, Germany
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What FRAMEN does
FRAMEN operates an intelligent Digital Out-of-Home (DOOH) advertising platform that connects venue operators (gyms, hotels, coworking spaces, retail) with brand advertisers through a managed network of more than 18,000 screens across 32 countries. The platform combines three core products: the FRAMEN 4K Box (a plug-and-play hardware device that connects to any TV in approximately five minutes), the Screen Manager (a venue-side dashboard for content scheduling and monetization control), and the Ads Manager (a programmatic booking platform enabling advertisers to launch, manage, and track DOOH campaigns in minutes). Venue operators use the platform to entertain guests and monetize idle screen inventory through brand partnerships, while advertisers access contextual inventory with targeting features such as Weather Targeting and attention measurement via The Attention Pulse. Content programming is supported through 30+ publisher channels including Bild, WELT, POLITICO, and Financial Times.
The business operates a three-sided model with three revenue streams: (1) advertising revenue share from brands booking campaigns through the programmatic Ads Manager, (2) recurring software subscriptions priced at €5/screen/month (Premium) and €30/screen/month (Enterprise, bundled with hardware and installation), plus a free tier, and (3) hardware sales of the FRAMEN 4K Box. Distribution combines a self-serve product-led motion with a direct enterprise sales team and a venue partner channel of more than 220 location operators. AI features added in 2024-2025 (AI Assistant for natural-language campaign management, FRAMEN Studio for generative content creation, Weather Targeting for contextual optimization) are positioned as productivity layers on top of the core platform.
FRAMEN was founded in Frankfurt in 2018 by Dimitri Gärtner, Alexander Gärtner, Magdalena Pusch, and Sveatoslav Podobinschi, pivoting from a Kickstarter-launched digital picture frame to a DOOH platform. Media conglomerate Axel Springer SE invested in 2020 and acquired a majority stake in 2021, providing strategic backing and publisher relationships; the company is headquartered in Berlin and operates regional offices in London, Paris, Milan, Madrid, and the US. The company has reached 1 billion+ ad spots delivered, 3 million creatives displayed, and approximately 100 employees across 21 nationalities.
FRAMEN firmographics
Firmographics- Name
- FRAMEN
- Legal name
- FRAMEN GmbH
- Website
- https://framen.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- FRAMEN is a Digital Out-of-Home advertising platform connecting venue operators and brand advertisers across 18,000+ screens in 32 countries, combining plug-and-play hardware, programmatic campaign management, and premium publisher content. It serves gyms, hotels, coworking spaces, and retailers on the supply side and brands/agencies on the demand side.
- Ownership category
- akta.pro rank
FRAMEN industry classification
Industry- Product category
- Digital Out-of-Home Advertising Platform
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Place-Based / Retail & Venue Media (Malls, Gyms, Cinema, Office Buildings) (BPAFALAE)
- akta.pro secondary industry
- Digital Out-of-Home (DOOH) Advertising (MPAAAKAB)
Keywords
Where FRAMEN is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices5 records
Markets served
FRAMEN business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure, Supply Chain
Revenue model
- Advertising Revenue: Platform fee and revenue share from brands advertising on venue screens through programmatic booking
- Premium Software Subscription: Paid tiers (Premium at 5EUR/screen/month and Enterprise at 30EUR/screen/month) for enhanced features, unlimited uploads, and hardware bundling
- Hardware Sales: FRAMEN 4K Box hardware sales for venue screen deployment
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free tier for single locations with basic CMS and content management |
| Subscription | Monthly | Premium tier for growing venues with unlimited uploads and higher ad revenue |
| Subscription | Monthly | Enterprise tier including hardware, installation, and full service for scaling operators |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
FRAMEN product offering
Product offeringCore offering
FRAMEN operates an intelligent Digital Out-of-Home (DOOH) advertising platform that combines plug-and-play hardware (FRAMEN 4K Box), a content management dashboard (Screen Manager) for venue operators, and a programmatic advertising platform (Ads Manager) for brands. Venue operators in gyms, hotels, coworking spaces, and retail locations earn ad revenue from brand partners while entertaining guests with premium content from 30+ publisher channels.
Product overview
FRAMEN is a unified DOOH advertising platform combining hardware (FRAMEN 4K Box), content management (Screen Manager), programmatic advertising (Ads Manager), and AI-powered tools. The core platform enables venue operators to monetize screens through premium content and brand partner ads, while advertisers access 18,000+ screens across gyms, hotels, coworking spaces, and retail. Key features include AI Assistant for natural language campaign control, Weather Targeting for contextual ad delivery, FRAMEN Studio for content creation, and The Attention Pulse for attention measurement. Content channels like Gym TV and 30+ publisher partnerships (Bild, WELT, POLITICO) provide programming while the Ads Manager provides programmatic booking capabilities.
Differentiator
Problem solved
Functional benefit
Brands
- FRAMEN Ads Manager: Programmatic platform for advertisers to book, launch, and manage DOOH campaigns across the FRAMEN screen network.
- FRAMEN Screen Manager
- Gym TV by FRAMEN
Products and services
- FRAMEN 4K Box
- FRAMEN Screen Manager
- FRAMEN Ads Manager
- Gym TV by FRAMEN
- Premium Content Channels
Quantifiable outcome
- Gustavo Gusto achieved 62% sales surge with Ghostbusters campaign on FRAMEN retail screens
- +5 more outcomes
Companies that use FRAMEN
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles3 records
FRAMEN technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability8 records
Feature7 records
FRAMEN partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered flagship, core and minor.
- WeWorkflagshipGlobal partnership expanded into Latin America and US market with WeWork. FRAMEN screens deployed across WeWork locations for member entertainment and advertising.
- RSG Group ItaliacoreStrategic partnership expanding inventory in gyms to 131 screens across RSG Group Italia locations.
- Purpur MediaminorInnovative partnership for indoor screen marketing and distribution.
- EDEKA NordcoreRegional retail media partnership in Northern Germany for next-generation DOOH advertising with Online Software AG.
- VIOOHcorePartnership for DOOH trading and exchange, including Virgin Australia campaign in Australia.
- SchindlercoreLift screens from Schindler integrated into FRAMEN digital advertising network with screens in 86 locations across German cities.
- OBIcoreDIY retail media partnership in OBI building supply stores for targeted advertising.
- David Lloyd ClubscoreDigital advertising partnership across seven European countries in fitness club locations.
- Talent GardencoreExclusive partnership for B2B inventory in Italy across Talent Garden coworking spaces.
- HotdeskminorPartnership to provide advertising solutions to coworking spaces globally through Hotdesk platform.
- Bureaux And CocorePartnership covering coworking spaces in 14 cities, expanding FRAMEN presence from Berlin to Paris.
- VIOOHcoreStrategic partnership for DOOH trading and exchange connecting FRAMEN inventory with programmatic ecosystem.
- Media Impact / ShellcoreDOOH advertising partnership at Shell gas stations across Germany.
Scale indicators10 records
Recent moves10 records
Expansion highlights7 records
FRAMEN competitors and assessment
Company assessmentEmerging players
- ScreenCloud: ScreenCloud is an early-stage/scale-up digital signage CMS that helps venue operators manage on-screen content. It overlaps with FRAMEN's venue-side Screen Manager and 4K Box offering, though it focuses on content publishing rather than monetization or programmatic advertising.
Direct peers
- Hivestack: Hivestack is a programmatic DOOH exchange (acquired by T-Mobile) that powers ad buying and selling on digital screens globally. It directly competes with FRAMEN for programmatic DOOH advertiser budgets and venues across indoor and outdoor screens.
- Broadsign: Broadsign provides a DOOH-focused CMS and programmatic platform enabling venue operators to manage screens and monetize via ad networks. It is a direct competitor on the venue-side screen manager / content management layer that FRAMEN's Screen Manager addresses.
- Place Exchange: Place Exchange is a programmatic DOOH marketplace that enables omnichannel campaign execution across venue-based digital screens. It is a direct competitor in offering advertisers programmatic access to curated premium indoor venues, similar to FRAMEN's offering.
- VIOOH: VIOOH operates a programmatic DOOH exchange connecting inventory owners (including FRAMEN via partnership) with media buyers. It is comparable as a programmatic DOOH trading platform in the same category, though it is also an active FRAMEN partner.
- Vistar Media: Vistar Media is a US-based programmatic DOOH platform that connects advertisers with digital screens and provides campaign management and measurement tools. It competes directly with FRAMEN's Ads Manager in serving brands and agencies seeking targeted DOOH campaigns at scale.
Broad incumbents
- Lamar Advertising: Lamar Advertising is a major US outdoor and transit advertising operator with expanding digital network capabilities. While its core market is US roadside OOH, its growing indoor and venue partnerships make it a comparable broad incumbent in the wider DOOH space FRAMEN plays in.
- JCDecaux: JCDecaux is the world's largest outdoor advertising company with a fast-growing digital indoor/urban DOOH portfolio (buses, airports, malls). It is a broad incumbent competing for both venue inventory partnerships and major brand DOOH budgets that FRAMEN also targets.
- Ströer: Ströer is Germany's largest out-of-home advertising company, including digital out-of-home formats across transit, roadside, and increasingly indoor venues. As a German incumbent with significant DOOH scale, it represents the broad incumbent competitor to FRAMEN in the DACH region.
- Clear Channel Outdoor: Clear Channel Outdoor Holdings operates one of the largest OOH and DOOH networks globally, including airport and venue media. It is comparable as a broad incumbent with growing indoor/inventory verticals that overlap with FRAMEN's venue partners.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
FRAMEN social profiles
Digital presenceFRAMEN financial estimates
Financial estimateRevenue estimate
Valuation estimate
FRAMEN leadership team
Management profileNumber of profiles
Profiles6 records
FRAMEN funding detail
Funding detailFunding overview
Funding rounds5 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FRAMEN 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 FRAMEN
What does FRAMEN do?
FRAMEN operates an intelligent Digital Out-of-Home (DOOH) advertising platform that combines plug-and-play hardware (FRAMEN 4K Box), a content management dashboard (Screen Manager) for venue operators, and a programmatic advertising platform (Ads Manager) for brands. Venue operators in gyms, hotels, coworking spaces, and retail locations earn ad revenue from brand partners while entertaining guests with premium content from 30+ publisher channels.
Is FRAMEN a public or private company?
FRAMEN is a private company. It is classified as corporate owned and is currently operating.
When was FRAMEN founded?
FRAMEN was founded in 2018. It employs 51 to 100 people.
Where is FRAMEN based?
FRAMEN is headquartered in Berlin, Germany, in the Europe region.
How does FRAMEN make money?
Three revenue lines are on record. Advertising Revenue is the primary driver. The others are premium Software Subscription and hardware Sales.
Who are FRAMEN's main competitors?
ScreenCloud is listed as an emerging player. Direct peers are Hivestack, Broadsign, Place Exchange, VIOOH and Vistar Media. Broad incumbents are Lamar Advertising, JCDecaux, Ströer and Clear Channel Outdoor.
Does FRAMEN have an API?
No public API is recorded for FRAMEN.
What industry is FRAMEN in?
FRAMEN's product category is Digital Out-of-Home Advertising Platform. Its primary akta.pro industry code is BPAFALAE, Place-Based / Retail & Venue Media (Malls, Gyms, Cinema, Office Buildings), with a secondary code of MPAAAKAB, Digital Out-of-Home (DOOH) Advertising. Its SIC code is 7311.