New Land Media

What New Land Media does

New Land Media is a Hungarian media planning and media buying agency operating as a specialized division of Lounge Group, a diversified Budapest-based communications conglomerate established in 2004. The company designs and applies communication channel strategies for each client based on precise, research-driven inputs, combining proprietary media optimization software with data from Lounge Group's in-house research division. Its client base is dominated by large Hungarian enterprises and government bodies, including the Hungarian Government (campaigns such as EgészségAblak and Digitális Állampolgár), Magyar Honvédség (Hungarian Defence Forces), Szerencsejáték Zrt. (national lottery), MVM (energy), Magyar Telekom, Porsche Hungaria, HUMDA Zrt., Magyar Posta, and the Hungarian Tourism Agency, spanning verticals from defense and energy to tourism, automotive, telecommunications, and public health.

The company's revenue model is professional services, delivering quote-based media planning and buying engagements tailored to each client's communication objectives rather than standardized productized offerings. Pricing is not publicly disclosed. New Land Media operates exclusively as part of Lounge Group's integrated ecosystem, which spans complementary divisions including Lounge Design, Lounge Communication, Media Dynamics, Lounge Event, Visual Europe Group, Lounge Research, Dashboard Solutions, GYÁR Utómunka, and international arm Kraftwerk Middle East (Dubai). This ecosystem enables bundled delivery across creative, media, events, research, and production for clients. Headcount is in the 51-100 range, with the entity legally organized as New Land Media Kft. under Hungarian law.

Geographically, New Land Media primarily serves the Hungarian market through direct enterprise and government relationships, with international reach extended through Lounge Group's Dubai-based Kraftwerk Middle East unit and a 2024 strategic partnership with Los Angeles-based Orbital Studios (via the United Illusions virtual film division). Recent industry recognition includes the 2025 ICCO Global Award for Campaign of the Year: Europe, multiple Stevie Awards (including Gold) in 2025, and top-tier Hungarian rankings in the 2024 Apex and M-Lista surveys (1st in BTL/Event and PR, 2nd in HR, 3rd in media agency, 11th in advertising agencies).

Name

New Land Media

Legal name

New Land Media Kft.

Website

https://newland.hu

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

New Land Media is a Budapest-based media planning and buying agency, operating as a division of Lounge Group. It serves Hungarian enterprise and government clients with research-driven communication channel strategies, leveraging proprietary media optimization software and the group's integrated creative, events, and research ecosystem.

Ownership category

akta.pro rank

Product category

Advertising Services

NAICS

Media Buying Agencies (54183), Media Representatives (541840)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Full-Service Media Planning & Buying (MPAAABAA)

akta.pro secondary industries

Media Planning, Buying & Optimization (BPAFAAAC), Media & Audience Measurement Analytics (BPAHALAO)

Keywords

• Media planning services
• Media buying
• Advertising agency
• Communication strategy
• Campaign management

Headquarters

HQ city

Budapest

HQ country

Hungary

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Planning and Buying Services: Media planning and media buying services for communication channels, designed based on precise research results for each client with strategic approach

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

New Land Media is a media planning and media buying agency that designs and applies communication channels for each client based on precise research results. The agency works with exact data and goal-oriented plans, using state-of-the-art media optimization software and research tools to deliver strategic, data-driven media campaigns for large enterprises and government organizations in Hungary.

Product overview

New Land Media is a specialized media planning and media buying division within the Lounge Group portfolio. Operating as the group's media-focused entity, it delivers communication channel planning and implementation services grounded in precise research data. The division works with cutting-edge media optimization software and research tools to execute strategic, data-driven media campaigns. New Land Media functions as a core service offering within the broader Lounge Group ecosystem, which includes complementary divisions for design, communication, events, research, and production.

Differentiator

Problem solved

Functional benefit

Products and services

• Media Planning Services Media planning services that design communication channels based on precise research results for each client. Uses exact data and goal-oriented plans with strategic approach reinforced by state-of-the-art media optimization software and research tools. For enterprise and government clients.
• Media Buying Services Media buying services that purchase advertising space across channels based on the strategic media plan developed for each client. Integrates with data-driven media optimization to execute targeted, efficient media purchases. For enterprise and government clients.
• Communication Channel Strategy Strategic communication channel strategy service that selects and applies the optimal mix of channels for each client based on research-driven insights. Combined with media planning and buying as a unified offering.

Named customers11 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Orbital Studios (Los Angeles)coreStrategic or Co-development PartnerUnited Illusions virtual film studio (part of Lounge Group) has entered a strategic partnership with Los Angeles-based Orbital Studios. The partnership focuses on knowledge sharing and joint innovation to further develop technical and production processes that can make virtual film production more efficient, providing a foundation for joint projects. The collaboration creates new opportunities for both European and American productions while strengthening Hungary's position in the global film industry.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Havas Media Network: Havas's media planning and buying network with a Budapest presence; competes in the same integrated communications pitch processes that New Land Media pursues.
• Publicis Groupe (Publicis Media): Holding company that owns Zenith, Starcom, and Spark Foundry, with active media-buying operations in Budapest; competes head-to-head with New Land Media for Hungarian enterprise and government media-planning budgets.
• IPG Mediabrands: Interpublic Group's media investment arm including Initiative and UM, with Hungarian operations; competes with New Land Media for the same integrated communications and media-buying briefs.
• WPP (GroupM): Global advertising holding company whose GroupM division (Mindshare, Wavemaker, MediaCom, Essence) is the world's largest media-buying network and operates a sizeable Hungarian office; directly comparable as a full-service media planning and buying competitor across all of New Land Media's client categories.
• Dentsu (Carat / iProspect): Japanese-owned network operating Carat and iProspect media brands in Hungary, offering planning, buying, and digital performance services comparable to New Land Media's proposition.
• Omnicom Group (OMD): Parent of OMD, PHD, and Hearts & Science, all of which run media planning/buying desks in Hungary; directly comparable offering for advertisers evaluating New Land Media.

Others

• Lounge Research: Sister division within Lounge Group providing market and opinion research that underpins New Land Media's media-planning work; included as an enabling peer because it shares clients and datasets but does not itself buy media.

Direct peers

• MediaCom: GroupM-owned media agency with established operations in Hungary, offering the same planning + buying + research-driven approach that New Land Media markets itself on.
• Zenith Hungary: Publicis-owned media agency in Budapest delivering ROI-focused media planning and buying; directly competes with New Land Media for Hungarian enterprise and public-sector accounts.
• OMD Hungary: Omnicom's flagship media agency network in Budapest; comparable in scale and offering to New Land Media, frequently pitched against it for major Hungarian advertisers.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCDN8Cuu9K99h4Mk-hzJbjLw
• Facebookfacebook.com/loungegroupbudapest
• LinkedInlinkedin.com/company/lounge-group
• Instagraminstagram.com/lounge.group

Revenue estimate

Valuation estimate

Number of profiles

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 New Land Media