OBI First Media Group

Name

OBI First Media Group

Legal name

OBI First Media Group GmbH & Co. KG

Website

https://mediagroup-obi.de

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Wermelskirchen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Services / Kampagnenwerbung: Core revenue stream from advertising placements across OBI's digital ecosystem (online store, heyOBI app), physical stores (parking lot ads, video walls, in-store radio), and external touchpoints (programmatic ads, native ads). Revenue is generated through TKP (Tausenderkontaktpreis/thousand contact price) models, CPC (Cost per Click) for digital, and fixed campaign pricing.
2. Sponsored Product Advertisements: Preferred product placement in OBI's search results and product recommendations using a CPC auction model. Budget-based pricing where advertisers set a fixed budget consumed by individual clicks at auction-determined rates.
3. Insights Solutions / Retail Insights Database: Subscription-based access to data analytics platform with three tiers (Basic, Stock, Category Development). Revenue consists of a one-time activation fee plus monthly subscription fees for data access and weekly database updates. Targets OBI suppliers and product partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

OBI First Media Group operates a retail media platform that sells advertising placements across OBI's owned digital ecosystem (online store, heyOBI app), physical stores, and external offsite media partners. It also sells a subscription-based Insights Solutions analytics platform providing sales, category, and operations dashboards to OBI suppliers and product partners. The portfolio includes Brand Shops, Sponsored Product Advertisements, and an Innovation Program for product new launches.

Product overview

OBI First Media Group operates as a retail media subsidiary of the OBI Group, offering a dual-platform architecture consisting of Marketing Solutions and Insights Solutions. Marketing Solutions encompasses digital ecosystem placements (Brand Shops, onsite placements, heyOBI app), offsite media campaigns (programmatic ads, native ads), and store media (parking lot ads, video walls, in-store radio). Insights Solutions provides a 360-degree analytics platform with three data packages (Basic, Stock, Category Development) for sales performance, category development, and operations analysis. The portfolio also includes Sponsored Product Advertisements for preferred product placement and an Innovation Program for new product launches. The company serves the Home & Garden sector across Germany, Austria, Czech Republic, Hungary, Poland, and Slovakia.

Differentiator

Problem solved

Functional benefit

Products and services

• OBI Advertising (Marketing Solutions) Retail media advertising portfolio offering brand communication across OBI's digital ecosystem (online store, heyOBI app), offsite programmatic and native ads, and physical store media including parking lot billboards, video walls, and in-store radio. Targets Home & Garden endemic brands and non-endemic advertisers seeking retail audiences.
• Insights Solutions Subscription-based analytics platform providing weekly and monthly sales, inventory, category development, and operations dashboards for OBI suppliers and product partners. Available in Basic, Stock, and Category Development data packages with an activation fee plus recurring monthly fees.
• Sponsored Product Advertisements (SPA) Preferred product placement service in OBI's product search results and recommendations on obi.de and the heyOBI app, appearing in positions 1-2 with sponsored labeling. Ranking uses a quality score based on CPC auction bids, historical click rates, and product-search relevance.
• Innovation Program Point-of-sale placement program for product new arrivals that provides early-stage brand visibility and market entry support within OBI's physical and digital touchpoints.

Quantifiable outcome

• 95% average sales uplift for campaign products
• +4 more outcomes

Named customers2 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

Integration9 records

AI capability6 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core.

• Segway (Navimow)coreStrategic or Co-development Partner · 1 January 2023Endemic partnership case study showcasing product placement and brand advertising for Segway's Navimow robotic lawn mowers within OBI's Home & Garden ecosystem. The partnership demonstrates targeted advertising for home and garden technology brands through OBI's retail media network.
• PayPalcoreStrategic or Co-development Partner · 1 January 2023Non-endemic partnership case study demonstrating how payment solutions brands can reach OBI's Home & Garden customer base during their shopping journey. Shows the effectiveness of retail media for brands outside the core Home & Garden category.
• Decentriq (dq technologies AG)coreTechnology or IntegrationData Clean Room operator providing secure environment for matching OFMG's first-party customer identifiers with partner data for targeted advertising while maintaining GDPR compliance. Located in Zurich, Switzerland.
• Google Ireland / Google LLCcoreTechnology or IntegrationTechnology partner for Google Ads conversion tracking, remarketing, and enhanced conversions. Used for campaign performance measurement, audience targeting, and lookalike audience building across Google advertising network.
• Meta Platforms Ireland / Meta Platforms Inc.coreTechnology or IntegrationTechnology partner for Meta Pixel and Meta Conversion API implementation, enabling campaign measurement, lookalike audience creation, and personalized advertising on Facebook and Instagram platforms.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Criteo: Public retail media technology company that powers sponsored product placements and offsite retargeting for retailers globally. Directly comparable as a B2B retail media platform monetizing retailer first-party data through ad placements and audience targeting, although Criteo is a technology vendor rather than an embedded retail media operator.
• Otto Media (Otto Group retail media): Retail media arm of the Otto Group, Germany's largest fashion/home e-commerce retailer. Direct German peer operating sponsored product ads, brand shops, and audience extensions on Otto's online ecosystem — same business model, German market, and Home-adjacent categories as OBI First Media Group.
• CitrusAd: Retail media technology platform enabling grocers and retailers to monetize their digital properties via sponsored product ads and supplier insight tools. Comparable as a pure-play retail media tech peer, although typically sold as SaaS to retailers rather than operated as an embedded media business as OFMG is within OBI.
• Kaufland Media: Retail media operation of Kaufland, part of the Schwarz Group, with on-site sponsored product placements and supplier data services. Comparable as a German-headquartered, large-grocer-adjacent retail media network monetizing a major retailer audience through endemic brand campaigns.
• Lidl Media (Lidl Stiftung & Co. KG): Retail media offering from Lidl, building out advertising and data monetization across its German and European store footprint. Comparable as a discount retailer-operated retail media network expanding into brand and supplier advertising in DACH and CEE — directly overlapping geographies with OFMG.
• Carrefour Links (Carrefour Media): Retail media business of Carrefour, offering on-site, off-site, and in-store advertising plus data insights for brands across France and broader Europe. Comparable as an established European retailer-built retail media network combining sponsored products, programmatic, and supplier data subscriptions.

Broad incumbents

• Amazon Advertising: World's largest retail media network, monetizing Amazon's first-party commerce data through Sponsored Products, Sponsored Brands, and DSP. Sets the pricing and competitive benchmark for retail media globally and competes with OFMG for non-endemic advertiser budgets in Home & Garden categories.
• Walmart Connect: Retail media business of Walmart, one of the world's largest retail media networks, monetizing Walmart's online and in-store audience with sponsored products and supplier insights. Comparable as a scaled benchmark for retail media monetization at scale, though US-focused and significantly larger than OFMG.

Emerging players

• Hornbach (cross-do-it-yourself retail media context): Major European DIY/Home & Garden competitor to OBI in DACH, with its own physical and digital stores. Relevant as a potential alternative Home & Garden retail media operator in the same vertical — a direct future competitor or strategic acquirer of retail media capabilities in Home & Garden.

Others

• Publicis Commerce / Publicis Media: Large agency holding company with dedicated commerce media practices that plan and buy retail media on behalf of advertisers across European retailers. Comparable as an indirect channel — agency intermediaries frequently compete with or partner alongside dedicated retail media networks like OFMG for brand marketing budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mediagroup-obi

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 OBI First Media Group