UAM Media Group

What UAM Media Group does

Edgar Ambient Media Group GmbH is a Hamburg-based, Germany-only B2B advertising company that operates one of the country's largest identified networks of indoor digital and analog advertising surfaces, comprising more than 60,000 touchpoints across retail, gastronomy, fast food, fitness, cinema, and education venues. The company's offering is organized into three product pillars: Digital Out-of-Home (DOOH) with nine distinct network types (Scene, Cinema, Fitness, Retail Supermarket, Retail Tech, FastFood, Campus, School, Mobile), Ambient Media with seven traditional formats (Freecards, Posters, Locker Ads, Mirror Ads, Shower Ads, Stickers, Standup Displays), and Live Media services (Installation, Promotion, Sampling, Sonderwerbeformen). It also offers "Dein Touchpoint" as a custom-venue option, allowing clients to define touchpoints outside the six standard verticals.

The company sells advertising space on a quote-based, multi-year contract model directly to brands and agencies, with no programmatic or self-serve channel evident. Pricing is not publicly disclosed; media data (Mediadaten 2026) is available only after contact-form submission. The customer base spans at least 22 named enterprise brands across streaming (Netflix, Prime Video, Paramount), retail (IKEA, Otto, Calzedonia), telecommunications (Vodafone, O2), consumer goods (Heineken, Heinz, Arla, Astra, Chupa Chups, L'Oréal, Axe, Huawei, adidas), broadcasting (ARD, ProSieben), and fitness (Fitness First, McFit), with a documented case study (Wilkinson Sword Hydro 5 in McFit changing rooms) illustrating the campaign execution model. Marketing is conducted through the company website, gated media-data downloads, case studies, an email newsletter, and event presence including OMR 2026 and the "Afterglow" afterwork series.

Edgar is a wholly owned subsidiary of Ströer SE & Co. KGaA, a major publicly listed German OOH and digital-signage conglomerate, and shares its parent's compliance and corporate-governance infrastructure. The business is operated through six retained subsidiary brands (Edgar Freecards, Edgar Artscreen, Edgar Campus, Ambient TV, Outsite Media, iDooh Media), each focused on a specific media vertical. Founded more than 30 years ago, the company has no disclosed funding history, no public listing, and no headcount figure, operating as a private GmbH under the Ströer group umbrella.

Name

UAM Media Group

Legal name

Edgar Ambient Media Group GmbH

Website

https://uam-group.de

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Edgar Ambient Media Group GmbH operates one of Germany's largest indoor advertising networks, with 60,000+ digital and analog surfaces across retail, gastronomy, fitness, cinema, and education venues. It sells multi-format DOOH, ambient, and live-media campaigns to enterprise brands and agencies on a multi-year, quote-based contract model.

Ownership category

akta.pro rank

Product category

Out-of-Home Advertising

NAICS

Advertising Agencies (54181), Indoor and Outdoor Display Advertising (54185)

SIC

Services-Advertising (7310)

akta.pro primary industry

Alternative OOH & Ambient Media (Guerrilla, Pop-Up Installations) (BPAFALAI)

akta.pro secondary industries

Place-Based / Retail & Venue Media (Malls, Gyms, Cinema, Office Buildings) (BPAFALAE), Out-of-Home (OOH), DOOH & Ambient Advertising (BPAFAAAI)

Keywords

• Out-of-home advertising
• Digital out-of-home
• Ambient media
• Indoor advertising
• DOOH networks

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Technology or R&D, Personnel

Revenue model

1. Advertising Space Sales: Edgar generates revenue by selling advertising space on their network of 60,000+ digital and analog advertising surfaces across indoor urban touchpoints. The company offers various media formats including DOOH screens, ambient media (freecards, posters, stickers, locker ads, mirror ads, shower ads, standup displays), and live media activations (installations, promotions, sampling). Pricing appears to be quote-based with media data available upon request.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

UAM Media Group (Edgar Ambient Media Group GmbH) sells advertising space and integrated campaign solutions across a network of more than 60,000 digital and analog advertising surfaces in high-frequency indoor urban touchpoints throughout Germany. Offerings span Digital Out-of-Home (DOOH), Ambient Media (posters, freecards, mirror ads, locker ads, shower ads, stickers, standup displays), and Live Media (installations, promotions, sampling, special advertising formats). Campaigns are placed across venue categories including retail, gastronomy, fast food, fitness, cinema, and education.

Product overview

Edgar Ambient Media Group is a multi-format ambient and out-of-home (OOH) advertising platform operating across three main categories: Digital Out-of-Home (DOOH) with 9 distinct network types (Scene, Cinema, Fitness, Retail Supermarket, Retail Tech, FastFood, Campus, School, Mobile), Ambient Media with 7 traditional formats (Edgar Freecards, Poster, Locker Ads, Mirror Ads, Shower Ads, Sticker, Standup-Displays), and Live Media services (Installation, Promotion, Sampling, Sonderwerbeformen). The company offers an integrated portfolio of over 60,000 analog and digital advertising touchpoints across high-frequency indoor urban locations including retail, gastronomy, cinema, fast food, fitness, and education venues. With 30+ years of experience, Edgar positions itself as Germany's leading provider of integrated and authentic communication solutions targeting consumers at relevant urban touchpoints.

Differentiator

Problem solved

Functional benefit

Products and services

• DOOH Scene Digital Out-of-Home advertising screens deployed in urban environments for high-frequency visibility to consumers.
• DOOH Cinema Digital advertising placements in cinema venues targeting movie audiences in a captive environment.
• DOOH Fitness Digital Out-of-Home advertising screens placed in fitness centers and gyms.
• DOOH Retail Supermarket Digital advertising displays in retail supermarket environments for point-of-purchase consumer reach.
• DOOH Retail Tech Technology-enabled digital advertising solutions for retail environments.
• DOOH FastFood Digital Out-of-Home advertising deployed in fast food restaurant chains and quick service restaurants.
• DOOH Campus Digital advertising screens on university and college campuses.
• DOOH School Digital Out-of-Home advertising in educational school environments.
• Mobile DOOH Mobile digital Out-of-Home advertising solutions for dynamic audience targeting.
• Edgar Freecards Free card distribution marketing service providing branded cards at high-traffic urban locations.
• Poster Traditional poster advertising placements in high-frequency indoor touchpoints.
• Locker Ads Advertising placements on locker surfaces in gyms, campuses, and other indoor venues.
• Mirror Ads Advertising displayed on mirror surfaces, particularly in fitness center locker rooms.
• Shower Ads Advertising placements in shower areas of fitness facilities.
• Sticker Sticker-based advertising placements on various surfaces in high-traffic venues.
• Standup-Displays Freestanding advertising display units positioned in urban and venue environments.
• Installation Live media installation services for experiential marketing campaigns.
• Promotion Promotional event and activation services for brand communication.
• Sampling Product sampling distribution services in targeted venue environments.
• Sonderwerbeformen Special advertising formats and custom campaign solutions for unique brand activations.

Quantifiable outcome

• 60,000+ advertising surfaces available for campaign deployment

Named customers24 records

Segments7 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Ströer OOH GroupcoreStrategic or Co-development PartnerEdgar is part of the Ströer OOH Group, a major out-of-home advertising company. The relationship includes shared compliance systems and corporate governance. Edgar's parent company connection to Ströer provides operational backing and market presence.

Scale indicators3 records

Recent moves3 records

Expansion highlights3 records

Broad incumbents

• Clear Channel Outdoor Holdings: One of the world's largest OOH companies with airports, billboards, and street furniture networks. Comparable as a broad-based outdoor advertising incumbent; overlaps Edgar on venue-based media but operates at much larger geographic scale.
• Outfront Media: Major US-based OOH operator covering transit, billboards, and place-based media. Comparable as a multi-venue outdoor advertising company with both traditional and digital inventory, though predominantly US-focused.
• Lamar Advertising: One of the largest outdoor advertising companies in the Americas, focused on billboards, transit, and airport advertising. Comparable as a scaled OOH operator with mixed digital and analog inventory.
• JCDecaux: Global market leader in out-of-home advertising with significant German presence across street furniture, billboards, and transit. Comparable as a large-scale multi-format OOH operator, though Edgar is differentiated by its indoor ambient/niche touchpoint focus.

Emerging players

• Hygh: Berlin-based DOOH startup enabling peer-to-peer sharing of digital advertising screens. Comparable as a tech-enabled DOOH operator in Germany, though with a SaaS/P2P model rather than Edgar's owned-venue network.
• Vistar Media: Programmatic DOOH ad platform partnering with media owners to enable automated buying. Comparable as a participant in the same DOOH ecosystem, though operating as a technology/adtech layer rather than owning venue surfaces.
• VIOOH: Programmatic OOH marketplace connecting buyers and sellers of digital outdoor inventory. Adjacent to Edgar's business as a programmatic trading layer that could either complement or disintermediate traditional OOH sales.

Others

• Hivestack: Programmatic DOOH ad exchange and supply-side platform. Adjacent to Edgar's business; provides the automated-buying technology increasingly demanded by OOH advertisers and could enable Edgar to monetize inventory programmatically.
• Broadsign: DOOH content management and ad-serving platform used by OOH media owners worldwide. Comparable as a technology infrastructure layer serving the same DOOH ecosystem in which Edgar operates its screens.

Direct peers

• Wall GmbH: German OOH company operating bus shelters, billboards, and digital screens across German cities. Direct competitor in the German out-of-home market with a similar multi-venue, mixed digital/analog model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries6 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 UAM Media Group