inovisco Mobile Media

What inovisco Mobile Media does

INOVISCO Mobile Media GmbH is a Cologne-based German out-of-home (OOH) and digital out-of-home (DOOH) advertising operator and the exclusive DOOH marketer for EDEKA, Germany's largest supermarket chain. The company operates a portfolio of 19 distinct advertising formats spanning two categories: digital screens (a DCLP — Digital City Light Poster — network of more than 1,400 screens at EDEKA store entrances, plus DigiTruck, Giant Digital Wall, Digitales Riesenposter, DigiBoard, DigiCoffeeVan, and Beamerman) and mobile ambient media (CoolLiteTruck 18/1 and 36/1, LitoTube, CoolLiteBike, CoolLiteScooter, CoolLiteMover, MovingBoard, LitoTrailer, Temporäres Großflächenplakat, Hohlkammerplakat, KreideStencil, StationLight). Inventory also extends to more than 250 roadside locations and more than 3,000 gas-station rooftops.

The company's underlying technology layer combines a proprietary campaign-management and booking platform with integration into partner SSP/DSP infrastructure (more than 15 DSPs), plus contextual targeting capabilities including weather-triggered creative rotation, geo-targeting by service availability (e.g., fiber coverage), and time-of-day dayparting. Through the Retail Media Alliance — a March 2026 partnership with DIGOOH, EMSU, VIEWENTO, and acardo — INOVISCO acts as the central booking hub for a combined network of more than 5,000 screens across more than 3,300 locations delivering over 46 million weekly gross contacts, covering the full in-store Shopper Journey from entry through shelf to checkout.

INOVISCO generates revenue by selling advertising space, primarily to enterprise FMCG, automotive, telecom, fashion, and media clients (Coca-Cola, Nestlé/Wagner, VW, Vodafone, Telekom, Hugo Boss, IKEA, Zalando, Netflix, among others). Distribution is direct enterprise sales augmented by programmatic booking through DSPs and via SSP, and through media agencies (EssenceMediacom, Mediaplus, Path). Pricing is quote-based and not publicly disclosed. The company is privately held under German GmbH law, led by Managing Director Alexander Houben, with no disclosed parent, external funding, or revenue figures.

Name

inovisco Mobile Media

Legal name

INOVISCO Mobile Media GmbH

Website

https://inovisco.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

INOVISCO Mobile Media GmbH is a Cologne-based German OOH/DOOH advertising operator and the exclusive DOOH marketer for EDEKA, running 19 media formats including 1,400+ in-store DCLP screens, mobile ambient media, and the 5,000+-screen Retail Media Alliance, serving enterprise FMCG, automotive, telecom, and media brands via direct sales and programmatic booking.

Ownership category

akta.pro rank

Product category

Out-of-Home Advertising

NAICS

Media Buying Agencies (541830), Advertising Agencies (54181), Indoor and Outdoor Display Advertising (54185)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

OOH Media Planning, Buying & Inventory Aggregation (BPAFALAJ)

akta.pro secondary industries

Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB), Out-of-Home (OOH) Media Planning & Buying (MPAAABAG)

Keywords

• Out-of-home advertising
• Digital out-of-home media
• Retail media advertising
• Programmatic DOOH buying
• Mobile ambient media

Headquarters

HQ city

Köln

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. DOOH & OOH Advertising Sales: INOVISCO generates revenue by selling advertising space across its portfolio of 19 media formats — including DCLP digital screens at retail (EDEKA, HIT) and roadside locations, and mobile ambient media (CoolLiteTrucks, CoolLiteBikes, CoolLiteScooters, DigiTrucks, LitoTubes, LitoTrailers, MovingBoards, StationLights, KreideStencils, Hohlkammerplakate, and others). Revenue is earned through campaign bookings, charged per insertion/order, with both managed-service (IO) and programmatic models available.
2. Retail Media Alliance Coordination: As the central booking hub for the Retail Media Alliance, INOVISCO coordinates and bundles cross-partner campaign bookings, providing unified access to a network spanning over 5,000 screens across 3,300+ locations. Revenue is generated through aggregated campaign fees for the full portfolio.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

INOVISCO Mobile Media sells advertising space across a portfolio of 19 OOH and DOOH media formats, including digital DCLP screens placed at EDEKA supermarket entrances, roadside digital screens, and a fleet of mobile ambient media vehicles (CoolLiteTrucks, Scooters, Bikes, Movers, LitoTubes, LitoTrailers). Campaigns are booked via Insertion Orders through direct enterprise sales or programmatically via DSPs/SSPs, with the Retail Media Alliance providing unified booking across partner inventory covering the full in-store Shopper Journey.

Product overview

INOVISCO Mobile Media is a provider of Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising solutions, serving as the leading marketer for EDEKA supermarkets in Germany. The product portfolio comprises 19 distinct advertising media across two main categories: DOOH digital screen solutions (DCLP network of 1,400+ screens at EDEKA entrances, DigiTruck, Digitales Riesenposter, Giant Digital Wall, DigiBoard, DigiCoffeeVan, Beamerman) and Ambient mobile media (CoolLiteTruck 18/1 and 36/1, LitoTube, CoolLiteBike, CoolLiteScooter, CoolLiteMover, MovingBoard, LitoTrailer, Temporäres Großflächenplakat, Hohlkammerplakat, KreideStencil, StationLight). These products enable targeted, measurable outdoor advertising across retail environments, events, festivals, trade shows, roadside locations, and urban spaces throughout Germany. The company also operates the Retail Media Alliance (RMA) partnership, offering unified booking of the entire Instore advertising journey from entry through shelf to checkout.

Differentiator

Problem solved

Functional benefit

Products and services

• DCLP - Digitales City Light Poster Digital screens placed at supermarket entrances, primarily at EDEKA locations across Germany, for advertising at the point of sale. Features 88% viewer eye-contact rate with 5.44 seconds average viewing duration; brand recall up to 6x higher than conventional poster advertising.
• DigiTruck LED advertising truck with three screens and 360-degree visibility. Brings brand messages directly to target audiences at hotspots, events, retail locations, or point of sale with high brightness displays and real-time content control.
• Digitales Riesenposter Large-format digital billboard projection on building facades, enabling city-wide visibility with dynamic content capabilities for premium brand campaigns.
• Giant Digital Wall Large-scale LED wall installation for maximum visual impact in urban environments.
• DigiBoard Portable digital screens that move through crowds at events and public spaces, providing flexible advertising with real-time content updates.
• DigiCoffeeVan Mobile coffee van with integrated digital advertising screens, combining refreshment service with brand visibility at events and public locations.
• Beamerman Mobile projection-based advertising solution for flexible, eye-catching brand presentations in public spaces.
• CoolLiteTruck 18/1 Mobile illuminated advertising truck in classic 18/1 format with backlit advertising surface, providing flexible outdoor advertising with nationwide deployment capability.
• CoolLiteTruck 36/1 Largest mobile medium with 36m² illuminated LED wall surface, functioning as a moving billboard for maximum visibility day and night.
• LitoTube Illuminated tube-shaped mobile billboard with 18/1 format, providing distinctive cylindrical advertising surface for high visibility at events and urban locations.
• CoolLiteBike Advertising bicycle with illuminated double-sided billboard, providing sustainable, climate-neutral mobile advertising in pedestrian zones and event areas.
• CoolLiteScooter Electric Vespa-powered mobile billboard with double-sided LED-illuminated advertising surfaces, bringing brands directly into urban traffic and pedestrian areas.
• CoolLiteMover Remote-controlled illuminated City Light Poster that glides through pedestrian zones and events, creating surprise effect with unexpected movement for maximum attention.
• MovingBoard Emission-free illuminated double-sided billboard carried by promoters, reaching areas inaccessible to vehicles in city centers, events, and pedestrian zones.
• LitoTrailer Mobile advertising trailer with four large-format surfaces (sides, front, rear) for comprehensive visibility from all directions, deployable on main roads, central locations, or parking areas.
• Temporäres Großflächenplakat Temporary large-format billboard in 18/1 format (9m²) creating advertising space where none exists, on green spaces, access roads, or strategic high-traffic locations. Booked in 10-day dekade units.
• Hohlkammerplakat (HKP) Weather-resistant poster advertising on streetlamps with nationwide coverage targeting by postal code, street, household net income, and competitive situation.
• KreideStencil Temporary street graffiti on sidewalks, squares, and pedestrian zones. 100% biodegradable, residue-free removable, providing unconventional guerrilla marketing with sustainability credentials.
• StationLight Inflatable gas-filled billboard up to 12 meters high with over 50m² visible from both directions, installed on gas station rooftops for maximum visibility day and night across 3,000+ locations nationwide.
• Retail Media Alliance (RMA) Booking Hub Unified booking hub that aggregates inventory from multiple partners (DIGOOH, EMSU, VIEWENTO, acardo) into a single access point for media buyers, covering the full in-store Shopper Journey from pre-store activation through shelf screens to checkout TV. Over 5,000 screens across 3,300+ locations with 46+ million weekly gross contacts.

Quantifiable outcome

• 88% of EDEKA store visitors have eye contact with DCLP screens; average viewing duration: 5 seconds; brand recall up to 6x higher than conventional poster advertising (Marktforschungsstudie zu DCLP im LEH, Institut Trend Research, Hamburg, Juli 2024, commissioned by INOVISCO).
• +6 more outcomes

Named customers54 records

Segments6 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core, flagship and minor.

• DIGOOH MediacoreTechnology or Integration · 1 March 2026DIGOOH operates thousands of DCLP digital screens nationwide (including over 1,500 at EDEKA locations) in 4K resolution. INOVISCO serves as the exclusive sales and marketing partner (Vermarkter) for DIGOOH screens, integrating them into the Retail Media Alliance unified booking platform.
• EMSUcoreTechnology or Integration · 1 March 2026EMSU (based in Aachen) provides AI-powered shelf screens placed at product locations within retail environments, with data-driven content rotation based on product category, time of day, and category triggers. INOVISCO integrates EMSU's inventory into the Retail Media Alliance network.
• Verve Retail Media (VIEWENTO)coreTechnology or Integration · 1 March 2026VIEWENTO (a brand of Verve Retail Media Holding) operates checkout TV screens in over 400 EDEKA stores with more than 1,300 screens, integrated with ERP, POS, and scale systems. INOVISCO integrates VIEWENTO inventory into the Retail Media Alliance booking hub.
• acardocoreTechnology or Integration · 1 March 2026acardo (part of Verve Retail Media Holding) operates the largest checkout couponing network in the German market, with 5,600 connected stores and a clearing network across 30,000 stores. acardo enables pre-store activation via Add-to-Wallet coupons and provides transaction data for closed-loop ROI measurement. Couponing bookings are handled directly through acardo (outside the INOVISCO booking hub).
• HIT Verbrauchermärkte (Dohle Handelsgruppe)coreStrategic or Co-development Partner · 1 March 2026HIT Verbrauchermärkte (a brand of the Dohle Handelsgruppe) operates approximately 100 premium supermarkets with 75-inch welcome screens at store entrances. INOVISCO integrates HIT inventory into its DCLP network and the Retail Media Alliance. HIT locations are concentrated in NRW, Süd- and Südwestdeutschland, reaching ~2.9 million weekly gross contacts.
• EDEKAflagshipStrategic or Co-development PartnerEDEKA is Germany's largest supermarket chain. INOVISCO is the exclusive DOOH advertiser for EDEKA's entrance-area digital screens, with over 1,400 DCLP screens across the chain. The partnership forms INOVISCO's flagship retail media anchor, with DCLP screens delivering 88% eye-contact rate and 46 million weekly contacts across the RMA network.
• Path (Agency)minorGTM or Marketing PartnerPath is a media agency that worked with Wagner and INOVISCO on the Airfryer-Pizza product launch campaign across 336 EDEKA stores, along with EssenceMediacom.
• EssenceMediacom (WPP)minorGTM or Marketing PartnerEssenceMediacom, a WPP media agency, planned the Coca-Cola FIFA World Cup 2026 DCLP campaign (120 screens) and the Wagner Airfryer-Pizza launch (with Path). Acts as booking agency via Insertion Order.
• MediaplusminorGTM or Marketing PartnerMediaplus is a German media agency that worked with Mäurer & Wirtz and INOVISCO on the s.Oliver LIFETIME fragrance launch (7 shopping center activations) and the NicNac's programmatic DOOH campaign (906 DCLP screens, 2 flights, 7+ million impressions).
• Kühn SportconsultingminorGTM or Marketing PartnerKühn Sportconsulting coordinated the Arminia Bielefeld DFB-Pokal campaign with 6 CoolLiteTrucks touring Berlin, delivering over 7 million gross contacts and generating an ARD documentary appearance.
• afin Media GmbHminorGTM or Marketing Partnerafin Media GmbH coordinated the VfB Stuttgart LitoTube campaign (3 units) for the DFB-Pokal final activation in Berlin, working with INOVISCO's media fleet.

Scale indicators15 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• HYGH AG: German programmatic DOOH operator focused on digital screens in retail, transit and roadside. Comparable in being a German DOOH operator with programmatic-first GTM and enterprise advertisers.
• Goldbach Group: DACH-focused cross-media and DOOH marketing company operating digital screens in retail and public spaces. Comparable as a regional DOOH operator with retail-media and programmatic capabilities.
• Clear Channel Germany: German subsidiary of the global OOH network operating roadside and city-center inventory, including digital screens. Directly competes for the same enterprise advertiser and media-agency spend.
• Wall GmbH: Major German OOH operator (formerly Deutsche Städte Medien) running street-furniture and digital poster networks across German cities. Comparable as a domestic OOH/DOOH inventory owner serving enterprise advertisers.
• DeuSAT Digital Screens: German operator of digital poster networks at retail and public locations. Comparable as a domestic digital poster / DOOH competitor with similar advertiser profiles.
• Ströer SE & Co. KGaA: Germany's largest OOH/DOOH operator with nationwide digital and static poster inventory, programmatic DOOH stack and large enterprise advertiser base. Directly comparable as a German full-service OOH/DOOH media company competing for the same brand budgets.
• JCDecaux Deutschland: German arm of global street-furniture and OOH leader; operates analog and digital out-of-home inventory in airports, transit, and cities. Comparable in offering and target buyer base, with broader international scale.

Broad incumbents

• Vistar Media: Global programmatic DOOH ad-server and SSP serving as the technology backbone for many DOOH operators including programmatic buying workflows. Comparable as an infrastructure counterpart enabling programmatic DOOH campaigns similar to those INOVISCO sells via DSPs/SSP.
• Broadsign: Global DOOH CMS and ad-server platform used by screen operators to manage inventory, scheduling and programmatic output. Comparable as the back-end technology counterpart for DOOH networks of similar size to INOVISCO's.
• Place Exchange: Independent programmatic DOOH SSP aggregating inventory from multiple DOOH operators. Comparable as a technology/aggregator layer that intersects with INOVISCO's programmatic DOOH distribution strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

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Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 inovisco Mobile Media