PRS Mediagroup

Name

PRS Mediagroup

Legal name

PRS S.r.l.

Website

https://prsmediagroup.it

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Advertising Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Event PR & Communications Support (BPAFADAO)

Keywords

• Advertising concessionaire
• Digital out-of-home
• Multichannel advertising
• DOOH advertising networks
• Brand experience activations

Headquarters

HQ city

Milano

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Advertising Space Sales: PRS Mediagroup generates revenue through selling advertising space across multiple media channels including TV, radio, digital, DOOH/OOH, print, and special projects. As an independent concessionaire, they act as an intermediary between publishers/broadcasters and advertisers.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

PRS Mediagroup is an independent Italian advertising concessionaire that sells advertising space across TV, radio, digital, DOOH/OOH, print, and special projects on behalf of publishers and broadcasters. Operating since 1969, it also owns and operates radio stations (Radio Lattemiele, Radio Sportiva, CNR Radio), the Immedya DOOH mall network, the Quotidiana urban kiosk network, the VendingMEDIA screen network, and the OK Salute e Benessere health/wellness publishing brand, enabling integrated multi-channel campaigns for brands and agencies.

Product overview

PRS Mediagroup is a leading independent Italian media advertising concessionaire founded in 1969, operating as both a media sales house and publisher. Its portfolio is organized as a multi-channel platform spanning TV (Kids and Adults segments), Audio/Radio (national and local), Digital (Kidoz, Prado, YouTube, CTV, gaming apps), DOOH (Immedya mall network), urban kiosks (Quotidiana), vending screens (VendingMEDIA), and the OK Salute e Benessere publishing system. The company also offers experiential services through Brand Experience, Isole Commerciali, and Progetti Speciali, enabling integrated cross-media campaigns that combine national reach with local targeting and measurable data-driven performance.

Differentiator

Problem solved

Functional benefit

Brands

• Immedya Network: Digital Out of Home (DOOH) advertising network present in 100+ shopping malls across 50+ Italian cities, offering high-definition LED walls and data-driven campaign measurement.
• VendingMEDIA
• Quotidiana
• Sistema OK Salute e Benessere
• Prado
• Kidoz
• Radio Lattemiele
• Radio Sportiva
• CNR Radio FM

Products and services

• Immedya DOOH (Digital Out of Home) advertising network covering 100+ shopping malls across 50+ Italian cities with 500+ maxi LED walls, combining physical presence, screen technology, and audience analytics powered by telco data, Blimp sensors, and Circana retail measurement.
• Quotidiana Urban kiosk network that transforms inactive news kiosks into experiential brand activation touchpoints, covering 10 kiosks across 3 cities (Milan, Venice, Napoli) with over 1,000 possible brand experience configurations.
• Digital Advertising Digital advertising offering spanning YouTube, gaming mobile apps (kids and adults), and Connected TV (Discovery+, Pluto TV, Paramount Pictures, Frisbee, K2) with 95% average monthly VTR and 85% average monthly CTV in 2024.
• VendingMEDIA DOOH touchpoint network deployed on vending machines operated by SOGEDAI (40,000+ machines, nearly 4,000 with full-screen touch technology), delivering unskippable, high-frequency national advertising while consumers select and wait for beverages.
• TV Kids Television advertising targeting children aged 4-10 across digital terrestrial, satellite, and on-demand platforms including Pluto TV and Discovery+, enabling multi-channel family and kids campaign coverage nationwide.
• TV Adults Television advertising targeting adults aged 25-64 responsible for household purchasing decisions, with broad national distribution and programming across news and entertainment content.
• Audio / Radio Radio advertising network encompassing national stations (Radio Lattemiele with 659,000 G.M.I. listeners, Radio Sportiva with 1.4M listeners, CNR Radio FM with 4.4M daily listeners across 73 regional stations) and 70+ local radio stations across all Italian provinces.
• Sistema OK Salute e Benessere Multichannel health and wellness publishing brand (print magazine, website, social media) reaching 1M+ monthly active web users, 2M+ monthly web page views, 250,000+ social media fans, and 45,000 monthly print copies.
• Prado Mobile in-app advertising platform targeting parents and families through 10,000+ apps with 1M+ monthly active users and worldwide inventory, enabling demographic, geographic, and contextual campaign targeting.
• Kidoz Global mobile advertising network focused on kids and families, reaching 5 million children per month across approximately 5,000 certified kids-friendly mobile apps with brand-safe, interactive, and native ad formats.
• Brand Experience Custom experiential marketing service designing on-brand live experiences, pop-up events, sampling activations, interactive digital paths, and integrated TV/radio/digital support campaigns.
• Isole Commerciali Temporary high-visibility retail spaces inside shopping malls and strategic areas, combining design, technology, and storytelling to create immersive brand experiences.

Quantifiable outcome

• 13-31% sales growth for products featured during DOOH campaigns in shopping centers (Circana measurement)
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Four partnerships are on record, tiered flagship and core.

• Disney (Lilo & Stitch)flagshipStrategic or Co-development Partner · 26 May 2025Strategic brand activation partnership for the launch of Disney's live-action remake of Lilo & Stitch. PRS transformed 20 kiosks in central Milan into experiential touchpoints, including complete redesign of kiosk 626 in Piazzale Lavater with merchandise and dedicated atmosphere.
• SOGEDAIcoreTechnology or IntegrationSOGEDAI is a leading vending company with over 40,000 distributors, of which nearly 4,000 are dedicated to hot beverages and equipped with touch-screen full-screen technology for multimedia content delivery. PRS MediaGroup partners with SOGEDAI for the VendingMEDIA DOOH network.
• CircanacoreTechnology or IntegrationCircana provides audience measurement and analytics for the Immedya DOOH network, enabling verification of campaign results and measurement of real impact on purchasing behavior. Their data shows 13-31% sales growth for products featured during DOOH campaigns.
• Vodafone - Fastweb (Telco Data)coreTechnology or IntegrationMobile telco data partnership providing highly reliable and precise coverage across the Italian territory. Data includes footfall statistics, dwell time, origin, return frequency, movement patterns, retail spending, and socio-demographic profiling.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Clear Channel Outdoor: One of the world's largest OOH media companies with significant Italian presence in billboards, transit, and DOOH. Competes with PRS Immedya for mall and urban OOH budgets but at significantly larger scale and broader format mix.
• Sky Italia: Italy's leading pay-TV operator selling premium TV advertising inventory across sport, entertainment, and news. A broad incumbent competing with PRS's TV Adults offering for high-value brand campaigns targeting affluent audiences.
• GroupM (WPP): World's largest media investment group operating WPP's media buying agencies (Mindshare, Wavemaker, Essence). Competes with PRS for large advertiser budgets and represents a different scale of independent-but-global media planning that PRS's independence cannot fully match.
• Discovery Italia: Operates pay-TV channels (Real Time, DMAX, NOVE, Discovery+) and CTV advertising in Italy. Already a PRS partner for CTV distribution, but competes as a broadcaster-owned concession for premium video ad budgets.
• JCDecaux: Global leader in out-of-home advertising with significant DOOH and street-furniture inventory across Italy and Europe. A broad incumbent in DOOH that overlaps with PRS's Immedya mall network but operates at materially larger scale across multiple OOH formats.

Regional players

• Hearst Italia: Italian arm of Hearst publishing titles (Cosmopolitan, Esquire, Elle, GQ) with in-house advertising sales. A regional player competing with PRS for magazine and digital brand campaigns targeting premium consumer audiences in Italy.

Direct peers

• Manzoni & Partners (Gruppo Editoriale): Italian advertising concessionaire serving Espresso-Repubblica group's newspapers, digital properties, and radio stations. A direct competitor for multichannel Italian brand campaigns, particularly in news and radio inventory.
• Mediamond: Joint venture between Mediaset and Mondadori that sells advertising across Italy's largest free-to-air TV network, leading magazines, and digital properties. The dominant captive Italian concessionaire, directly competing with PRS for brand spend.
• Cairo Communication: Major Italian media group operating advertising concessions across TV, digital, print, and OOH, plus publishing (La7, Il Messaggero). Directly competes with PRS Mediagroup for multi-channel Italian advertising budgets as a similarly diversified, Italy-centric concessionaire.

Emerging players

• Stroeer SE & Co. KGaA: German-headquartered DOOH and digital advertising group with growing international footprint. Comparable to PRS's Immedya in combining physical DOOH scale with data-driven programmatic capabilities, though focused on DACH region rather than Italy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xfacebook.com/prsmediagroup
• LinkedInlinkedin.com/company/prsmediagroup
• Facebookfacebook.com/prseventi

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PRS Mediagroup