VIEWENTO

What VIEWENTO does

VIEWENTO GmbH is a German digital out-of-home (DOOH) advertising and in-store retail media operator headquartered in Bayreuth, founded in 2007 to run digital screens in EDEKA supermarkets. The company operates the largest DOOH network in German food retail, anchored by an exclusive partnership with EDEKA Nordbayern-Sachsen-Thüringen (since January 2024) covering 421+ stores and 1,300+ screens, reaching approximately 5 million shoppers and 15 million gross advertising contacts monthly. Its product portfolio spans KassenTV (checkout screens), Digital Preistafeln (digital price tags at service counters), entrance steles, Mitarbeiter-TV (internal employee screens), and a programmatic booking layer integrated with ADTRAC AG.

The core technology stack is VIEWENTO's proprietary Content Management System (CMS), built in partnership with SEH and Easescreen, which provides drag-and-drop content management, calendar-based scheduling, real-time updates, and both centralized and decentralized control of all screens. The CMS draws on a content library of more than 30,000 article images and videos, and integrates with Adtrac for programmatic campaign booking, Salesforce for CRM, and LG/Microsoft hardware for signage infrastructure. VIEWENTO also maintains an active LinkedIn, Facebook, Instagram, YouTube, TikTok, XING, and X presence with 12,000+ LinkedIn followers.

Revenue is generated through five primary streams: screen broadcast time sales, social media advertising, spot production, an All-in-One Recruiting package (four-month fixed term), and a Premium Management Service for post-launch ad modifications. Pricing is contract-based and not publicly disclosed. Go-to-market is a B2B sales-led motion with five named Media Sales Managers covering regional advertising customers; on the retailer side, VIEWENTO onboards EDEKA operators and equips stores through implementation partner Cancom. The company employs approximately 40 staff across Sales, Marketing, Content Production, and Accounting in offices in Bayreuth, Garching bei München, Chemnitz, and Hamburg, and became part of the Retail Media Alliance in March 2026 to extend national in-store media reach.

Name

VIEWENTO

Legal name

VIEWENTO GmbH

Website

https://viewento.de

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

51–100 employees

Short description

VIEWENTO operates Germany's largest DOOH advertising network in food retail, running 1,300+ digital screens across 421 EDEKA supermarkets under an exclusive EDEKA NST partnership. It monetizes screens via a proprietary CMS, programmatic booking via Adtrac, and bundled services for advertisers and regional recruiters.

Ownership category

akta.pro rank

Product category

In-Store Retail Media

NAICS

Indoor and Outdoor Display Advertising (541850), Indoor and Outdoor Display Advertising (54185), Media Buying Agencies (541830)

akta.pro primary industry

Digital Out-of-Home (DOOH) Advertising (MPAAAKAB)

akta.pro secondary industries

Digital Out-of-Home (DOOH) Screens & Networks (BPAFALAB), OOH Media Planning, Buying & Inventory Aggregation (BPAFALAJ), Out-of-Home (OOH) Media Buying (Billboards, Transit, DOOH) (BPAFABAE), Digital Signage & Commercial Displays (HDACADAL)

Keywords

• In-store retail media
• Digital out-of-home advertising
• Digital signage network
• Point-of-sale marketing
• Checkout screen advertising

Headquarters

HQ city

Bayreuth

HQ country

Germany

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Screen Advertising / Broadcasting Time: VIEWENTO generates primary revenue through broadcasting advertising spots on digital screens in EDEKA supermarkets. Advertisers can book screen time at specific locations, with spots broadcast approximately every 10 minutes during store hours. Customers can switch locations up to 4 times per year.
2. Social Media Advertising: Advertising campaigns on social media channels including Facebook and Instagram.
3. Spot Production: Production of advertising spots for broadcast on VIEWENTO screens or social media.
4. All-in-One Recruiting Package: Complete recruitment package including screen advertising, social media, spot production and landing page creation. Booked for a fixed term of 4 months per position/location.
5. Premium Management Service (PMS): Post-delivery modifications to advertising spots (up to 12 changes annually) for text and image element exchanges.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels11 records

Core offering

VIEWENTO operates a digital out-of-home (DOOH) in-store advertising network in EDEKA supermarkets in Germany, providing digital signage screens at checkout, service counters, entrances, and employee areas. The company sells broadcast time on these screens to advertising customers via its proprietary Content Management System (CMS), and supplies EDEKA retailers with digital communication infrastructure, content management, and retail media monetization services.

Product overview

VIEWENTO is an in-store retail media platform that operates Germany's largest digital out-of-home (DOOH) advertising network in the food retail sector, exclusively partnered with EDEKA. The platform is built around VIEWENTO's proprietary Content-Management-System (CMS), which serves as the core technology enabling centralized and decentralized control of all digital displays across EDEKA supermarket locations. The product portfolio is organized into three layers: (1) core hardware/software products including KassenTV (checkout advertising screens), Digital Signage/Bildschirmwerbung (multi-location in-store digital advertising), Digital Preistafeln (digital price tags at service counters), EDEKA DOOH Retail Media Stele (entrance digital displays), and Mitarbeiter-TV (internal employee communications); (2) advertising services including Bildschirmwerbung/Vermarktung von Sendezeiten, Social-Media Werbung, Spot-Produktion, Premium Management Service (PMS), and All-in-One-Recruiting; and (3) the Regionales Jobs sub-product for localized job advertising. VIEWENTO's CMS integrates with Adtrac for programmatic booking and analytics, and uses Easescreen as its Digital Signage software partner.

Differentiator

Problem solved

Functional benefit

Brands

• KassenTV: Digital advertising screens at checkout areas in EDEKA supermarkets
• Digitale Preistafel

Products and services

• Content Management System (CMS) VIEWENTO's proprietary CMS enables EDEKA retailers to centrally manage and control all digital screens in their stores. Features include drag-and-drop content management, calendar-based content scheduling, a library of over 30,000 article images and videos, and both centralized and decentralized screen control.
• KassenTV (Checkout TV) Digital advertising screens installed at checkout areas in EDEKA supermarkets, enabling brands to reach shoppers at the point of purchase with dynamically adjustable advertising content.
• Digital Signage / Bildschirmwerbung In-store digital display advertising network spanning multiple touchpoints (checkout, service counters, entrance, employee areas) within EDEKA supermarkets, with real-time content updates and measurable campaign performance.
• Digitale Preistafeln (Digital Price Tags) Digital pricing displays installed at service counters (meat, cheese, fish) in EDEKA stores, replacing paper price tags with dynamic digital screens showing prices, promotions, and employee recruitment messages.
• EDEKA DOOH Retail Media Stele Digital entrance steles installed at EDEKA store entrances, displaying EDEKA handbills, special offers, event information, job postings, and store-specific content in place of traditional paper displays.
• Mitarbeiter-TV (Employee TV) Internal digital communication channel for EDEKA store employees, functioning as a digital notice board for employer branding, internal communications, and team information.
• Bildschirmwerbung / Vermarktung von Sendezeiten (Screen Advertising / Broadcast Time Sales) Sale and broadcast of advertising spots on digital screens at customer-selected locations within the EDEKA network, with spots broadcast approximately every 10 minutes during store hours. Customers can switch locations up to 4 times per year.
• Social-Media Werbung (Social Media Advertising) Advertising campaign management on social media channels including Facebook and Instagram, sold as part of VIEWENTO's integrated marketing offering.
• Spot-Produktion (Spot Production) Production of advertising spots for in-store and social media campaigns, including video production, photography, and advertising animation.
• Premium Management Service (PMS) Add-on service enabling up to 12 annual modifications to an existing advertising spot produced by VIEWENTO, limited to text and image element replacements.
• All-in-One Recruiting Package Bundled recruitment package combining screen advertising, social media advertising, spot production, and a landing page, designed for hiring at one location with a fixed contract term of 4 months.
• Regionale Jobs Regional job advertising platform enabling EDEKA retailers to post vacancies on digital screens, targeting local job seekers through in-store digital channels.

Quantifiable outcome

• 5 million monthly shoppers reached at POS
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Retail Media AlliancecoreStrategic or Co-development Partner · 26 March 2026VIEWENTO became part of the Retail Media Alliance, described as Germany's largest nationally bookable in-store media network. This represents a significant expansion of VIEWENTO's network reach.
• ADTRAC AGcoreTechnology or Integration · 29 January 2025ADTRAC provides a powerful booking platform for managing VIEWENTO's network of 1,300+ screens in 421 EDEKA markets. The platform enables programmatic bookings, visibility of available advertising slots, and more flexible campaign management for advertisers and external agencies.
• EDEKA Nordbayern-Sachsen-Thüringen (NST)coreStrategic or Co-development Partner · 1 January 2024Exclusive partnership since January 1, 2024 for digital in-store media and retail media marketing across EDEKA NST's store network. VIEWENTO provides CMS solutions and manages exclusive retail media monetization for all markets with digital advertising surfaces. Goal to equip all markets with this technology by 2026.
• CancomminorImplementation/ SI/ Consulting PartnerNationwide technical solutions partner that installs VIEWENTO's technical solutions on-site in EDEKA supermarkets.
• Bundesverband Digitale Wirtschaft (BVDW)minorGTM or Marketing PartnerMember since October 2024. BVDW is Germany's central digital economy association. Membership provides access to expert networks, industry trends, and participation in developing standards for digital advertising.
• IDOOH (Institute for Digital Out of Home Media)minorGTM or Marketing PartnerMember supporting the digital outdoor advertising industry and market research. IDOOH conducts the Public & Private Screens study used for VIEWENTO's reach metrics.
• DMI (Digital Marketing Institute)minorGTM or Marketing PartnerSupports with industry networks, data-based analyses, and creative initiatives for optimizing advertising campaigns.
• DMB (Deutsche Marketingverbund)minorGTM or Marketing PartnerMember benefiting from top purchasing conditions, exclusive events, and strong interest representation.
• EHI Retail InstituteminorGTM or Marketing PartnerMember benefiting from first-class knowledge network in German-speaking retail with practice-oriented research and events.
• IHK (Industrie- und Handelskammer)minorGTM or Marketing PartnerAs a training company, benefits from consulting on legal matters, sustainability, and specialist recruitment support.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• SignStix: UK-based cloud digital signage platform with content management and analytics. Comparable on the CMS/software layer of VIEWENTO's stack, though more horizontal and not retail-media-exclusive.
• Aisle Labs: Canada-based in-store retail media platform serving grocery and pharma retailers with digital signage and audience analytics. Comparable in-store retail media model, smaller scale, North American focus.
• Poplar (formerly Blling): UK-based DOOH platform enabling programmatic, mobile-driven campaign booking on physical screens. Comparable as an emerging programmatic DOOH layer, smaller in scale than VIEWENTO but with adjacent capability.

Direct peers

• Cooler Screens: US-based in-store digital media operator that replaces cooler/freezer doors with digital screens in grocery. Closely comparable business model—grocery-anchored in-store DOOH network monetized through advertising and retailer revenue-share.
• VusionGroup: France-based leader in digital in-store retail media (formerly SES-imagotag), providing electronic shelf labels and digital signage to retailers globally. Comparable as a dedicated in-store digital retail media platform with proprietary cloud software.
• Broadsign: Canadian DOOH platform providing programmatic CMS and ad-serving software for out-of-home networks. Comparable as the technology backbone for DOOH screen networks, overlapping with VIEWENTO's CMS and Adtrac-based programmatic booking.
• Neptune Retail Solutions: US in-store digital media company (formerly Quotient Technology) operating digital screens at checkout and in aisles across thousands of grocery and drug stores. Nearest functional analog to VIEWENTO's KassenTV and digital signage business.
• Ströer: Germany's largest out-of-home advertising operator with a substantial DOOH portfolio. Directly comparable as a German DOOH incumbent operating both street and retail digital screens, though at significantly larger scale and scope.

Broad incumbents

• Instacart (Carrot): Instacart's Carrot Retail Media platform is a leading retail media network in the US, monetizing digital shelves and advertising at point of purchase. Comparable as a retail media business model, though primarily digital-shelf rather than in-store screens.

Regional players

• Shopper Media Group: Australia-based in-store digital advertising network operating screens in Coles and other grocery retailers. Comparable model of regional grocery-anchored DOOH, though geographically focused on ANZ.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/VIEWENTO
• YouTubeyoutube.com/channel/UC_lT8bzvLyxBX4NevEIV_Dw
• Facebookfacebook.com/viewento
• LinkedInlinkedin.com/company/viewento-gmbh
• Instagraminstagram.com/viewento
• TikToktiktok.com/@viewento

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 VIEWENTO