It Works Group
It Works Group is an independent Düsseldorf-based advertising agency that plans, buys and executes digital and classic Out-of-Home campaigns for enterprise brand advertisers across Germany, powered by its proprietary Locatrics programmatic DOOH platform.
- Company typePrivate
- Founded1997
- HeadquartersDüsseldorf, Germany
- Headcount101–250
- GTM typeB2B
- OfferingServices
What It Works Group does
It Works Group is an independent German advertising agency headquartered in Düsseldorf that plans, books and executes digital and classic Out-of-Home ((D)OOH) advertising campaigns. The group operates through multiple wholly owned subsidiaries — IT WORKS GmbH, IT WORKS Aussenwerbung GmbH, EASYmedia GmbH, Digital Works GmbH, M.A.I.S. Marketing-Information-Systems GmbH, DOOH GmbH, VIVOOH GmbH, MIC Düsseldorf GmbH and MIC Media Innovation Center GmbH — providing specialized services in outdoor, digital, data and media innovation. The company employs 125+ specialists in (D)OOH, programmatic and online advertising.
Its core technology is Locatrics, an all-in-one platform that unifies programmatic and classical (D)OOH planning with DSP and DMP capabilities, processing 7.5 billion data points daily across approximately one million smartphones and 1.6 million advertising units in 100+ DOOH networks. The platform enables programmatic booking, hybrid media planning, granular daypart and frequency optimization, and includes Locatrics Creative Check with AI for pre-launch creative analysis. Recent productization extends to AI-generated DOOH video spots.
The business model is sales-led and agency-based: revenue is generated from media buying commissions and agency fees on (D)OOH campaigns, with planning offered on a cost-neutral basis so that client budgets flow fully into reach. Customers are predominantly enterprise brand advertisers (including BMW, Zalando, Pernod Ricard brands, Commerzbank, Deutsche Bahn, Carlsberg Group and ProSieben/Sat.1) and media agencies; the company also supports non-profit campaigns such as the Pelorus Jack Foundation rainforest initiative. Distribution combines direct enterprise sales with self-service booking via locatrics.com.
It Works Group firmographics
Firmographics- Name
- It Works Group
- Legal name
- IT WORKS GmbH
- Website
- https://itworksgroup.de
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- It Works Group is an independent Düsseldorf-based advertising agency that plans, buys and executes digital and classic Out-of-Home campaigns for enterprise brand advertisers across Germany, powered by its proprietary Locatrics programmatic DOOH platform.
- Ownership category
- akta.pro rank
It Works Group industry classification
Industry- Product category
- Out-of-Home Advertising Services
- NAICS
- Advertising Agencies (541810), Media Buying Agencies (541830), Media Representatives (541840), Marketing Research and Public Opinion Polling (541910)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Out-of-Home (OOH), DOOH & Ambient Advertising (BPAFAAAI)
- akta.pro secondary industries
- Out-of-Home (OOH) Media Planning & Buying (MPAAABAG), OOH Media Planning, Buying & Inventory Aggregation (BPAFALAJ), OOH Programmatic & Data/Measurement Services (Audience Analytics, Attribution) (MPAAAKAI)
Keywords
Where It Works Group is headquartered
LocationHeadquarters
- HQ city
- Düsseldorf
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
It Works Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Agency Fees & Media Planning Services: Cost-neutral planning service where full budget flows into reach and impact. Revenue generated from media buying commissions and agency fees for (D)OOH campaign planning, booking and execution.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
It Works Group product offering
Product offeringCore offering
It Works Group is an independent advertising agency that plans, books, executes, and monitors Digital and classical Out-of-Home ((D)OOH) advertising campaigns for brand advertisers and media agencies across Germany. Its proprietary Locatrics platform unifies programmatic and classical (D)OOH planning with DSP, DMP, and hybrid media planning capabilities, processing 7.5 billion daily data points. Services include campaign strategy, inventory access across all (D)OOH networks, AI-based creative optimization (Creative Check), and AI-generated creative spot production.
Product overview
It Works Group operates as an independent agency combining data-driven planning, innovative technology, and a strong network for (D)OOH advertising. The core product is Locatrics, an all-in-one programmatic DOOH platform that unifies programmatic and classic Out-of-Home planning with full DSP, DMP, and hybrid media planning capabilities. The platform processes 7.5 billion data points daily and serves as the technological foundation for campaign execution. Services include programmatic DOOH buying, classic OOH advertising, and hybrid media planning. The product portfolio also includes AI-powered creative optimization (Locatrics Creative Check) and AI-generated creative spot production.
Differentiator
Problem solved
Functional benefit
Brands
- Locatrics: The company's own All-in-One platform that unifies programmatic and classic (D)OOH planning, featuring 7.5 billion daily data points and full DSP, DMP & hybrid media planning capabilities.
Products and services
- Locatrics Platform It Works Group's proprietary all-in-one programmatic DOOH platform that unifies programmatic and classic Out-of-Home planning, combining full DSP, DMP, and hybrid media planning capabilities with 7.5 billion daily data points. Sold to brand advertisers and media agencies as the central planning, booking, and delivery technology.
- Programmatic DOOH Services Data-driven DOOH campaign planning, booking, and execution leveraging programmatic technology for precise targeting, timing, and placement optimization. Targeted at brand advertisers and media agencies seeking automated (D)OOH buying.
- Classic Out-of-Home Advertising Traditional OOH advertising services including poster campaigns, special advertising formats, and placements across all providers and formats. Targeted at brand advertisers requiring classical poster and outdoor placements.
- Hybrid Media Planning Integrated planning approach combining programmatic DOOH with classic Out-of-Home advertising, allowing unified strategy across digital and traditional formats for brand advertisers.
- Locatrics Creative Check AI-powered creative analysis and optimization service that evaluates DOOH advertising visuals for attention, emotional impact, and screen performance without traditional eye-tracking tests. Targeted at brand advertisers and creative agencies.
- AI-Generated Creative Spots AI-generated video content production for DOOH campaigns, leveraging generative AI to produce creative spots designed for emotional and attention-capturing impact. Targeted at brand advertisers seeking AI-produced creative assets.
Quantifiable outcome
- Pelorus Jack Foundation rainforest protection campaign generated approximately 1 million euros in donations and media space
- +1 more outcomes
Companies that use It Works Group
Customer profileNamed customers15 records
Segments2 records
Ideal customer profiles2 records
It Works Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature2 records
It Works Group partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core, major and minor.
- Media FrankfurtcorePartnership for DOOH advertising at Frankfurt Airport Terminal 3 opening, offering programmatic opening special with digital screens along the passenger journey.
- IDOOH (Institute for Digital Out of Home Media)coreCollaboration on Pelorus Jack Foundation campaign and P&PS 3.0 planning tool. Joint commitment to DOOH industry standards and research.
- add2 GmbHmajorPartner in Locatrics Creative Check Battle at DMEXCO 2025, submitting the Pelorus Jack Foundation campaign creative.
- Pelorus Jack FoundationcoreCharitable partnership for rainforest protection in Borneo. Generated approximately 1 million euros in donations and media space for the foundation.
- All (D)OOH Networks in GermanycorePreferred partner status with all digital and classical Out-of-Home networks in Germany. This partnership ensures access to the best placements across all providers, formats and touchpoints - exclusively, efficiently and precisely timed.
- CaratmajorMedia agency partnership for collaborative campaign execution including Lillet DOOH campaign for 'The Devil Wears Prada 2' launch.
- Ocean Outdoor GermanycorePartnership for premium DOOH inventory including the Ocean Portal immersive experience format and Giants screens. Offers Virtual Production direct to public spaces.
- StröercoreKey DOOH network provider offering PV Infoscreens, PV Stations, City-Light-Posters, digital Kleinflächen, and Premium Outdoor formats. Expansion of digital small-format inventory.
- FramenmajorStrategic placement of screens in Relay Shops at high-frequency areas like train stations and airports. Bookable via Locatrics platform.
- RechargymajorDigital taxi screens in Berlin with 800+ high-resolution 13-inch displays. Smart sensor technology activates screen when passenger is seated.
- dentsuXmajorAgency partnership for collaborative campaign execution including Condor taxi campaign in Frankfurt.
- Seven.One MediamajorPartnership for entertainment campaigns including ProSieben and Sat.1 shows like 'The Masked Singer', GNTM and 'Promis unter Palmen'.
- iProspect (Dentsu)majorAgency partnership for campaigns including Astra Spezial launch for Carlsberg Group.
- INO VISCOmajorDOOH inventory provider including Prime Retail Gateway format, EV screens, and various special outdoor formats.
- WallDecauxmajorDOOH network provider for City-Light-Posters and various classical outdoor formats.
- HYGHmajorDOOH provider with Mega Wall (40x2m LED band in Berlin) and various digital outdoor inventory.
- eisbach mediamajorEV screen portfolio provider with over 160 touchpoints in daily life locations.
- CittadinomajorDOOH network expanding at airports including Dusseldorf Airport with video walls.
- RossmannmajorStrategic partnership in Instore Retail Media. Rossmann inventory now available programmatically via Locatrics.
- LAYA / Retail Trade Group (RTG)minorPartnership expanding LAYA's retail media network with screens at Globus and other retailers.
Scale indicators3 records
Recent moves7 records
Expansion highlights6 records
It Works Group competitors and assessment
Company assessmentEmerging players
- Hivestack: Global programmatic DOOH ad exchange/SSP with supply-side integrations across European networks. Comparable to Locatrics on the supply-aggregation and demand-automation dimension, though operates globally and is supply-side rather than agency-side.
- VIOOH: Programmatic DOOH SSP jointly owned by JCDecaux and Ströer; housed historically within It Works Group structure. Direct comparable for the programmatic DOOH infrastructure layer that competes/overlaps with Locatrics.
- Framen GmbH: European DOOH network and tech platform providing screens in Relay shops, gyms, hotels, transit. Both partner and partial competitor: It Works books Framen inventory via Locatrics, but Framen also sells directly to advertisers, partially disintermediating the agency.
Direct peers
- Kinetic (WPP): WPP's specialist OOH/DOOH media agency operating globally. Direct competitor for brand advertiser planning and buying budgets in Germany, with holding-company scale advantages (GroupM buying power, proprietary planning tools) compared with It Works' independent model.
- Talon Outdoor: Independent OOH/DOOH agency with proprietary programmatic planning technology (Talon Atlas). Closest independent peer to It Works in terms of combining proprietary technology with provider-independent planning; operates mainly in UK/US, complementing It Works' German focus.
- Posterscope (Dentsu): Dentsu's global OOH/DOOH specialist agency. Direct competitor for (D)OOH planning and programmatic buying, with the benefit of Carat, iProspect and dentsuX as in-house agency partners — agencies that It Works itself lists as execution partners, signaling direct overlap.
- Ströer SE & Co. KGaA: Germany's largest DOOH and OOH network operator and a key It Works partner (PV Infoscreens, City-Light-Posters, Ströer digital small-format). Comparable because Ströer also runs programmatic and classical DOOH inventory aggregation and direct advertiser relationships that compete with It Works' agency role.
Broad incumbents
- Clear Channel Outdoor: Global OOH/DOOH incumbent with European DOOH networks and proprietary programmatic platforms. Comparable as a major inventory provider whose direct advertiser relationships compete with It Works' agency intermediary role in Germany and beyond.
- JCDecaux SE: Global leader in OOH/DOOH with strong German presence through WallDecaux (an It Works partner). Comparable as the largest outdoor advertising incumbent in Europe; competes for enterprise brand budgets and increasingly builds programmatic DOOH capabilities (via VIOOH alliance) that overlap with It Works' planning stack.
Regional players
- Ocean Outdoor Group: Premium DOOH operator active in UK, Netherlands and Germany (Giants screens, Ocean Portal immersive format). Both partner and competitor: It Works books Ocean inventory via Locatrics (programmatic premium DOOH), while Ocean increasingly offers direct premium DOOH packages to brands.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
It Works Group social profiles
Digital presenceIt Works Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
It Works Group leadership team
Management profileNumber of profiles
Profiles8 records
It Works Group subsidiaries and ownership
Company hierarchySubsidiaries9 records
It Works Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
It Works Group 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 It Works Group
What does It Works Group do?
It Works Group is an independent advertising agency that plans, books, executes, and monitors Digital and classical Out-of-Home ((D)OOH) advertising campaigns for brand advertisers and media agencies across Germany. Its proprietary Locatrics platform unifies programmatic and classical (D)OOH planning with DSP, DMP, and hybrid media planning capabilities, processing 7.5 billion daily data points. Services include campaign strategy, inventory access across all (D)OOH networks, AI-based creative optimization (Creative Check), and AI-generated creative spot production.
Is It Works Group a public or private company?
It Works Group is a private company. It is classified as management employee owned and is currently operating.
When was It Works Group founded?
It Works Group was founded in 1997. It employs 101 to 250 people.
Where is It Works Group based?
It Works Group is headquartered in Düsseldorf, Germany, in the Europe region.
How does It Works Group make money?
One revenue line is on record: agency Fees & Media Planning Services.
Who are It Works Group's main competitors?
Emerging players on record are Hivestack, VIOOH and Framen GmbH. Direct peers are Kinetic (WPP), Talon Outdoor, Posterscope (Dentsu) and Ströer SE & Co. KGaA. Broad incumbents are Clear Channel Outdoor and JCDecaux SE. Ocean Outdoor Group is listed as a regional player.
Does It Works Group have an API?
No public API is recorded for It Works Group.
What industry is It Works Group in?
It Works Group's product category is Out-of-Home Advertising Services. Its primary akta.pro industry code is BPAFAAAI, Out-of-Home (OOH), DOOH & Ambient Advertising, with a secondary code of MPAAABAG, Out-of-Home (OOH) Media Planning & Buying. Its NAICS code is 541810 and its SIC code is 7311.