PML Group
PML Group is Ireland's leading Out-of-Home advertising agency, planning and executing classic and digital OOH campaigns for enterprise clients across beverages, retail, media, and financial services. It combines a proprietary dynamic-DOOH platform (Liveposter), a 30-year effectiveness research programme (IMPACT), and in-house creative and verification services.
- Company typePrivate
- Founded1982
- HeadquartersDublin, Ireland
- Headcount11–50
- GTM typeB2B
- OfferingServices
What PML Group does
Revenue is generated through agency commissions and fees on OOH media placement across classic and digital formats, professional services from the in-house Create design team, managed-services fees for Liveposter dynamic-campaign execution, and data-monetisation through WATCH market intelligence, IMPACT effectiveness research, and iQ/OCS consumer-insight products. Go-to-market is sales-led, combining direct enterprise engagement (via the website enquiry form and named account teams) with agency-of-record relationships through major media agencies including Carat, PHD, Zenith, OMD, and Initiative. Pricing is quote-based and not publicly disclosed. The company markets through its own website, LinkedIn, Instagram, YouTube, the weekly Out\ Look newsletter, regular publications (WATCH, Engage, Explore, Showcase), and industry events such as the Now & Next Seminar.
PML Group firmographics
Firmographics- Name
- PML Group
- Legal name
- Poster Management Ireland Limited
- Website
- https://pmlgroup.ie
- Company type
- Private
- Founded year
- 1982
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PML Group is Ireland's leading Out-of-Home advertising agency, planning and executing classic and digital OOH campaigns for enterprise clients across beverages, retail, media, and financial services. It combines a proprietary dynamic-DOOH platform (Liveposter), a 30-year effectiveness research programme (IMPACT), and in-house creative and verification services.
- Ownership category
- akta.pro rank
PML Group industry classification
Industry- Product category
- Outdoor Advertising Services
- NAICS
- Advertising Agencies (541810)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- OOH Media Planning, Buying & Inventory Aggregation (BPAFALAJ)
- akta.pro secondary industries
- Out-of-Home (OOH) Media Planning & Buying (MPAAABAG), OOH Programmatic & Data/Measurement Services (Audience Analytics, Attribution) (MPAAAKAI), OOH Production, Printing & Installation Services (MPAAAKAJ), Out-of-Home (OOH), DOOH & Ambient Advertising (BPAFAAAI)
Keywords
Where PML Group is headquartered
LocationHeadquarters
- HQ city
- Dublin
- HQ country
- Ireland
- HQ region
- Europe
Offices3 records
Markets served
PML Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- OOH Media Placement: Agency commissions and fees from placement of outdoor advertising across billboards, transport, retail environments. Services include buying and placement of ads across classic and digital OOH formats.
- Creative Design Services: In-house Create team provides design solutions for OOH campaigns including print production and dynamic content creation.
- Dynamic Campaign Technology: Liveposter platform for managing dynamic DOOH content across multiple media owner networks.
- Research and Intelligence: Market intelligence services (WATCH), campaign effectiveness research (IMPACT), and consumer insights (iQ, OCS).
Go-to-market motion1 record
Distribution channels5 records
Marketing channels9 records
PML Group product offering
Product offeringCore offering
PML Group is Ireland's leading Out of Home (OOH) advertising agency, providing end-to-end OOH campaign services including media planning and buying across classic and digital OOH formats, in-house creative design (Create team), dynamic DOOH execution via the proprietary Liveposter platform, and proprietary campaign effectiveness research through the IMPACT programme and WATCH market intelligence service. The company monitors over 20,000 OOH panels per cycle across the island of Ireland and serves enterprise brands, media agencies, and government/NGO clients across Republic of Ireland and Northern Ireland.
Product overview
PML Group is Ireland's leading Out of Home (OOH) advertising agency offering a comprehensive suite of services spanning classic and digital OOH media planning, creative design, dynamic campaign execution, and campaign effectiveness measurement. The core platform is the Liveposter dynamic CMS, which delivers contextually relevant content across multiple media owner digital screens triggered by real-time data. Supporting the platform are proprietary research and intelligence services including IMPACT (post-campaign effectiveness research), WATCH (100% OOH market monitoring), iQ (campaign databank), OCS (consumer survey), and Pinpoint/MAPS (location planning and geotargeting tools). The in-house CREATE team delivers design and motion graphics across all OOH formats. The company also offers Liveposter Verify for real-time DOOH verification, Locomizer for mobile-data-driven audience targeting, JNOR-based audience measurement, sustainability reporting, and special build experiential activations, all delivered through its Source out of home specialist agency.
Differentiator
Problem solved
Functional benefit
Brands
- Liveposter: Digital content management system platform for delivering contextually relevant content across multiple media owner screens with data triggers such as weather, time, location, or live data.
- IMPACT
- WATCH
- iQ
- OCS
- Pinpoint
- MAPS
- Create
- Liveposter Verify
Products and services
- Liveposter
Quantifiable outcome
- 57% campaign recall among adults (66% for 16-24s)
- +5 more outcomes
Companies that use PML Group
Customer profileNamed customers15 records
Segments6 records
Ideal customer profiles5 records
PML Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
PML Group partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, major and minor.
- LocomizercorePartnership to offer offline audience discovery service. Locomizer's mobile data enables targeting using audience segments based on places they spend time and social media activity patterns. Used for campaign planning including Cadbury Boost Protein launch targeting sports and fitness affinity groups.
- IpsoscoreResearch partnership for consumer insights and OOH effectiveness measurement. Joint IMPACT research programme tracking campaign performance. Also collaborated on EV market trends research and post-pandemic consumer behavior studies.
- Outdoor Media Association (OMA)corePML Group is part of the Outdoor Media Association, Ireland's industry body for OOH advertising. OMA awards recognize excellence in outdoor advertising including PML Group's 2017 Best Outdoor Innovation award.
- JNORcoreIndustry measurement standard for OOH audience measurement. PML Group incorporates JNOR as core currency for campaign reach and effectiveness evaluation. Upgraded JNOR model includes Digital OOH and consumer travel surveys.
- LivepostercorePlatform partnership for dynamic DOOH content management. Enables delivery of contextually relevant content across multiple media owner digital networks using triggers including weather, time, location, and live data.
- Exterion MediamajorMedia owner partnership for commuter and transit advertising. Exterion operates dPod screens in transport environments. Collaboration on Digital Effect 2 study of consumer attitudes to DOOH advertising.
- JCDecauxmajorMajor OOH media owner partnership. JCDecaux operates Digipole, digital screens, and street furniture. Campaigns include Guinness Storehouse proximity targeting and Norwegian Centre Against Racism contactless payment activation.
- Clear ChannelmajorOOH media owner partnership for roadside and transit advertising. Built Currys PC World cardboard box installation in London. Partner for Moments of Truth research on contextually relevant DOOH.
- The Brill BuildingminorCreative partnership for Marie Keating Foundation's 'First Poster to Catch Lung Cancer' campaign - innovative OOH special build using cough-triggered technology.
- Data2DecisionsminorResearch reference for creative execution impact study. Data2Decisions found creative execution has a profit multiplier of 12, second only to brand size.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
PML Group competitors and assessment
Company assessmentDirect peers
- Talon Outdoor: Independent full-service OOH media agency with global operations offering planning, buying, and data-driven OOH solutions. Directly comparable to PML in service scope and customer profile, including investment in programmatic DOOH platforms and audience measurement tools.
- Rapport (IPG Mediabrands): IPG Mediabrands' specialist OOH agency providing global planning and buying services. Directly comparable to PML Group as a full-service OOH specialist agency operating under a major network umbrella with proprietary measurement and planning tools.
- Posterscope (Dentsu): Global OOH media agency owned by Dentsu, operating across planning, buying, and data-driven OOH campaigns. Directly comparable as a full-service OOH specialist with proprietary technology platforms and global reach, competing for the same enterprise advertiser budgets as PML Group.
- Kinetic (WPP): WPP-owned global OOH media agency offering activation, planning, and measurement services for out-of-home campaigns. Direct peer with similar full-service OOH positioning and enterprise client base, though operating across multiple geographies vs PML's Ireland/Northern Ireland focus.
- Source out of home: PML Group's wholly-owned OOH specialist subsidiary offering planning and delivery of OOH campaigns in Ireland. Listed separately because it directly competes with smaller specialist OOH agencies in the same Irish market, making it functionally comparable even though owned by PML Group.
Broad incumbents
- Clear Channel Outdoor: Global OOH media owner operating roadside, transit and digital inventory across multiple markets. Comparable as a key supply-side partner to PML Group for campaign delivery, with overlapping client roster but operating a fundamentally different business model (inventory ownership vs. agency services).
- Dentsu: Global advertising network holding OOH specialists like Posterscope and Carat (a PML partner agency). Comparable as a broad incumbent with overlapping OOH capabilities through subsidiaries, though Dentsu's scale and full-service media portfolio extends well beyond OOH agency services offered by PML.
- WPP: World's largest advertising holding company, owner of OOH specialist Kinetic and media agencies OMD and PHD (both PML partners). Comparable as a broad incumbent in the broader advertising ecosystem with material OOH exposure, though encompasses creative, digital, and PR services far beyond PML's OOH focus.
- JCDecaux: World's largest outdoor advertising company and OOH media owner, operating Digipole, dPod screens and street furniture that PML plans campaigns against. Comparable as a major OOH ecosystem participant, though JCDecaux owns inventory whereas PML is the independent planning/buying intermediary.
- Exterion Media (Global): European OOH media owner (now part of Global) operating commuter dPod and transit inventory that PML plans campaigns against. Comparable as an OOH ecosystem incumbent in adjacent markets (especially UK/Europe), providing inventory and platform infrastructure that complements or competes with PML's service offering.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
PML Group social profiles
Digital presencePML Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
PML Group leadership team
Management profileNumber of profiles
Profiles8 records
PML Group subsidiaries and ownership
Company hierarchySubsidiaries1 record
PML Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PML 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 PML Group
What does PML Group do?
PML Group is Ireland's leading Out of Home (OOH) advertising agency, providing end-to-end OOH campaign services including media planning and buying across classic and digital OOH formats, in-house creative design (Create team), dynamic DOOH execution via the proprietary Liveposter platform, and proprietary campaign effectiveness research through the IMPACT programme and WATCH market intelligence service. The company monitors over 20,000 OOH panels per cycle across the island of Ireland and serves enterprise brands, media agencies, and government/NGO clients across Republic of Ireland and Northern Ireland.
Is PML Group a public or private company?
PML Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was PML Group founded?
PML Group was founded in 1982. It employs 11 to 50 people.
Where is PML Group based?
PML Group is headquartered in Dublin, Ireland, in the Europe region.
How does PML Group make money?
Four revenue lines are on record. OOH Media Placement is the primary driver. The others are creative Design Services, dynamic Campaign Technology and research and Intelligence.
Who are PML Group's main competitors?
Direct peers on record are Talon Outdoor, Rapport (IPG Mediabrands), Posterscope (Dentsu), Kinetic (WPP) and Source out of home. Broad incumbents are Clear Channel Outdoor, Dentsu, WPP, JCDecaux and Exterion Media (Global).
Does PML Group have an API?
No public API is recorded for PML Group.
What industry is PML Group in?
PML Group's product category is Outdoor Advertising Services. Its primary akta.pro industry code is BPAFALAJ, OOH Media Planning, Buying & Inventory Aggregation, with a secondary code of MPAAABAG, Out-of-Home (OOH) Media Planning & Buying. Its NAICS code is 541810 and its SIC code is 7311.