What Promomedia does

Promomedia (legal name: Incentive Promomedia SRL) is an Italian B2B advertising and marketing services group founded in 1980 and headquartered in Casamassima (Bari), with a branch office in Milan. The company is the largest Italian group specializing in local advertising services, operating across five offices, two production plants, and three logistics platforms with 450 direct employees and a nationwide contractor network of 2,880 field workers. It delivers integrated in-store promotion, merchandising, communication/promotional material production, media buying, and consumer incentivisation services to over 100 enterprise clients including Barilla, Coop, Lavazza, Nestlé, Sky, Rana, Kraft Heinz, TIM, MPS, and Sisal. Operational scale is significant: 162,000 in-store promotion days, 1.34 million tasting sessions, 300,000 hours of shelf loading, and approximately 1 billion flyers printed annually.

The company's technology stack is developed in-house through its Promomedia Engineering subsidiary, established in September 2023 in collaboration with the University of Bari's Software Engineering research lab. Proprietary products include the VolantinOggi digital flyer platform, CRM Lite, the FlyAR augmented-reality flyer, the Promoter 3.0 virtual totem, Move it shopper engagement system, anamorphic 3D floor mats, biometric emotion detection, an AI-based Pricing Tool, the Xavier price-list management software interfacing with a 600,000-image database, planogram software, and a web-based transfer order application. Technology services are delivered alongside traditional promotion rather than as standalone SaaS, with no public API, SDK, or developer-facing integrations disclosed.

Promomedia's revenue model is entirely professional-services based, with no public pricing and all commercial terms handled through direct enterprise agreements. Six revenue streams are visible: in-store promotion, merchandising, communication/promotion (including 1 billion flyers/year and BTL production), media buying (TV, radio, outdoor, digital), incentivisation schemes (prize competitions, loyalty, cashback), and technology/innovation services. Distribution is direct via dedicated account managers and field operations teams; the company does not sell through intermediaries and is exclusively focused on the Italian domestic market. Governance is enhanced by an AGCM Legality Rating of two stars (since 2015), Model 231 compliance, GDPR adherence, and active leadership in Confindustria Intellect and UNA.

Name

Promomedia

Legal name

Incentive Promomedia SRL

Website

https://promomedianet.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Promomedia is Italy's largest local advertising services group, delivering integrated in-store promotion, merchandising, media buying, and proprietary retail-technology solutions (AR/VR, AI pricing, CRM) to over 100 enterprise clients across FMCG, retail, telecom, and banking sectors.

Ownership category

akta.pro rank

Headquarters

HQ city

Bari

HQ country

Italy

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. In-store Promotion Services: Management of in-store promoters and hostesses for product demonstrations, tastings, and sales support at retail locations. Includes 162,000 in-store promotion days and 1,340,000 tasting sessions annually across Italy.
2. Merchandising Services: Shelf loading, in-store preparation, and fixture installation services. 300,000 hours of shelf loading and 100,000 hours of in-store preparation annually.
3. Communication and Promotion Services: Creative strategy, graphic design, printing of promotional materials including 1 billion flyers annually, BTL material production, and picking and delivery of POP and BTL materials to points of sale.
4. Media Buying: Purchase and planning of TV, radio, outdoor, and digital advertising space for clients. Includes telepromotions, billboard advertising, roadside hoardings, sponsorship, and social media advertising space purchases.
5. Incentivisation Schemes: Design and operational management of prize competitions, loyalty programmes, cashback offers, and self-liquidation promotions. Includes management of loyalty card programmes and premium catalogues.
6. Technology and Innovation Services: Augmented reality, virtual reality, biometrics, CRM platforms, game apps, and other digital innovation tools delivered as services to retail clients for immersive consumer experiences.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Promomedia is an Italian B2B advertising and marketing group that delivers end-to-end retail promotion services including in-store promotion (162,000 promotion days/year), merchandising (300,000 shelf-loading hours/year), graphic design and flyer printing (1 billion flyers/year), media buying, and consumer incentivisation schemes. Through its technology arm Promomedia Engineering, the company also develops proprietary digital tools such as the VolantinOggi flyer platform, CRM Business/CRM Lite, FlyAR augmented reality, virtual reality shelf planning, biometric emotion detection, and an AI-based pricing tool.

Product overview

Promomedia operates as an integrated advertising and marketing group with two main divisions: traditional promotional services and Promomedia Engineering for technological innovation. The traditional services include in-store promotion (162,000 promotion days), merchandising, media buying, incentivisation, and communication/creative services. The technology division (Promomedia Engineering) develops proprietary digital products including VolantinOggi (digital flyer platform), CRM Business/CRM Lite (customer relationship management), FlyAR (augmented reality flyer), Promoter 3.0 (virtual totem), Move it (shopper engagement system), Captain Dustry (social game), Loyalty App, and AI-powered Pricing Tool. Services are offered to major Italian retailers and brands including Barilla, Coop, Lavazza, Nestlé, Sky, and Rana.

Differentiator

Problem solved

Functional benefit

Products and services

• Move it - Shopper Engagement System Shopper engagement device that transforms products into interactive objects that move, speak and light up to attract consumer attention, with motion sensor software to calculate consumer traffic and interactions; delivered as a service to retail clients.
• FlyAR (Augmented Reality Flyer) 'Talking flyer' using augmented reality to help brands interact with consumers through video tutorials, value-adding product content or interactive mascots.
• CRM Business / CRM Lite Lightweight CRM platform enabling analysis, consumer profiling and direct marketing campaigns for modern distribution needs.
• VolantinOggi Digital flyer browsing platform allowing consumers to browse and compare promotional offers from major Italian mass retailers, with push notifications, personalised notifications, client profiling and integrated advertising.
• Promoter 3.0 Virtual promoter totem providing bidirectional personalised shopping pathways where users can participate in prize games, discover recipes and print discount vouchers.
• Anamorphic Mat (Tappeto Anamorfico) 3D promotional floor mat using anamorphosis to project a 3D image from a flat design, offering high visual impact without tripping hazards and easy installation.
• Virtual Shelf / Perfect Store Virtual reality shelf setup tool supporting clients in virtual store configuration, allowing product selection and placement in an environment that reproduces real retail situations.
• Captain Dustry Game App Fully customisable social game designed for retail to entertain users while conveying brand values including daily work, environmental care and achievement goals.
• Loyalty App Loyalty programme app for Promomedia's network of promoters and merchandisers, with dedicated portal and mobile app for points accumulation and exclusive rewards redemption.
• Pricing Tool (AI-based) AI-powered pricing management tool using big data analysis and machine learning algorithms to predict market impact of pricing changes and suggest optimal product pricing.
• In-Store Promotion Services Management of in-store promoters and hostesses for product demonstrations, tastings and sales support at retail locations, covering 162,000 promotion days and 1,340,000 tasting sessions annually across Italy.
• Merchandising Services Shelf loading (300,000 hours/year) and in-store preparation (100,000 hours/year) delivered by a nationwide merchandiser and fitter network.
• Mystery Shoppers Network of trained mystery shoppers providing discreet monitoring of brand visibility, promoter effectiveness and sales policy compliance at retail locations.
• Order Transfer System Web-based application for real-time management of visits, video and photographic briefs, data return, anomaly reports, set-up photos, alerts and scheduling.
• Media Buying Services Planning and purchase of TV, radio, outdoor, billboard and digital advertising space, including telepromotions, sponsorship and social media advertising.
• In-Store Radio Custom in-store radio scheduling with music, news, features, jingles and commercials for exclusive retail broadcast.
• Incentivisation & Cashback Services Design and operational management of prize competitions, loyalty programmes, cashback offers, short and long collection schemes, self-liquidating promotions and loyalty card programmes.
• Graphic Design & Printing Services In-house graphic design and printing services, including 60 graphic designers producing flyers (1 billion per year), BTL material, POP materials and creative campaigns.
• Digital Strategy Services Digital communication strategies for web and social media presence, website development and online brand management.
• Biometrics Emotion Detection Biometric analysis tool measuring consumer emotions, experiences and thoughts during product trials or advertisement viewing, establishing campaign memorability and engagement.
• FISM Quality Certifications Analysis and certification of production processes and raw materials delivered in collaboration with FISM.

Quantifiable outcome

• 162,000 in-store promotion days managed per year
• +7 more outcomes

Named customers20 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature14 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• University of Bari (Software Engineering Research Lab)coreStrategic or Co-development Partner · 12 September 2023Promomedia Engineering was created through an ongoing collaboration between Promomedia, Italy's leading group in promotion and monitoring at point of sale, and the Software Engineering research lab at the University of Bari (one of the top ten mega universities in the Censis ranking). Giovanni Bruno, a founding partner of the SER&Practices spin-off at the University of Bari, leads Promomedia Engineering. The partnership focuses on developing technological solutions in the service of retail distribution.
• Mark UP and GDO Week (Marketing & Retail Summit)minorGTM or Marketing Partner · 28 August 2023Promomedia participates as a speaker and attendee at the Marketing & Retail Summit organised by Mark UP and GDO Week, with CEO Saverio Addante presenting on the future of retail. The event provides visibility among retail and marketing industry professionals in Italy.
• 24ORE Business SchoolcoreStrategic or Co-development Partner · 17 February 2020Promomedia and 24ORE Business School co-developed the Master In store Promotion & Merchandiser — unique in Italy — combining face-to-face lessons with online training sessions. The programme trains promoters, brand ambassadors, and merchandisers on consumer purchasing processes, communication techniques, and relationship management. First edition launched in early 2020.
• Confindustria IntellectcoreStrategic or Co-development PartnerOn 1 September 2018, Promomedia joined Confindustria Intellect, the Confindustrial Federation dedicated to academic activities. CEO Saverio Addante serves as President of Confindustria Intellect. The partnership aims to offer common labour law solutions for the marketing sector and to share market research, analysis, and industry trend monitoring.
• UNA – Aziende della Comunicazione UnitecoreStrategic or Co-development PartnerOn 1 September 2018, Promomedia joined UNA – Aziende della Comunicazione Unite, the most representative association in the communication sector. The partnership with UNA led to the creation of a new Hub for the retail sector, providing common solutions and industry representation for Promomedia.
• Lucio Lamberti (Politecnico di Milano)minorStrategic or Co-development PartnerProfessor Lucio Lamberti of the Polimi School of Management collaborates with Promomedia on CRM and data-driven retail strategy. He serves as a thought leader contributing to Promomedia's content and positioning around customer-centricity and predictive analytics in modern retail.
• Makkox (Marco Audisio)minorGTM or Marketing PartnerItalian illustrator Makkox (Marco Audisio) collaborated with Promomedia and Coop on a calendar project featuring exclusive monthly illustrations communicating Coop's values of respect for workers, environment, and animals. The project achieved 14 million printed copies and generated viral social media video content with over 1.4 million views.

Scale indicators10 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Dentsu Italy: Italian operations of Dentsu, offering advertising, media and customer experience services including retail media and shopper activation. A broader incumbent addressing overlapping Italian enterprise clients.
• Publicis Italia: Italian arm of the global Publicis advertising holding group, offering advertising, media, digital and shopper-marketing services at scale. A broader incumbent whose retail-media and activation offerings compete for the same enterprise clients as Promomedia.
• WPP Italy (GroupM): Italian operations of WPP and GroupM provide media buying, creative and shopper-marketing services through agencies such as GroupM and Wavemaker. Competes with Promomedia's media buying and creative units for large advertiser budgets.

Others

• Gi Group (Marketing & Activation): Large Italian staffing and workforce solutions group whose marketing, retail and activation division provides field staff and promotional execution. Provides a comparable scale of promoter/merchandiser workforce for in-store campaigns.

Direct peers

• GForce: Italian sales promotion and trade marketing agency focused on in-store communication, point-of-sale materials and promotional campaigns for enterprise brands. Shares the same core deliverable set as Promomedia's instore services business.
• CPM International (CPM Italy): Global field marketing and sales activation group with an established Italian operation providing in-store promotion, merchandising and retail activation services to CPG brands. Directly comparable to Promomedia across the same shopper-marketing deliverable set.
• SMAK Group: Italy-based provider of in-store visual merchandising, display production and field services for retail and brand clients. Overlaps with Promomedia's display, POS and physical merchandising activities.
• HMC Group: Italian field-marketing, merchandising and in-store activation specialist serving mass retailers and consumer goods manufacturers. Operates the same B2B retail-services model for overlapping client categories in Italy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/incentivepromomedia

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 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 Promomedia