MX

What MX does

MX Location Experts Ltd is a privately held, UK-incorporated agency specializing in data-driven location planning and media buying for Out-of-Home (OOH) and Mobile advertising. The firm operates from three offices — London (headquarters), New York, and Los Angeles — and serves enterprise and nonprofit clients globally across verticals including entertainment (Broadway productions such as The Book of Mormon, Little Shop of Horrors, and Hadestown), nonprofit/social cause (Global Citizen), commercial real estate (Regus), and property technology (Plentific). The company's go-to-market is direct and project-based, with services spanning audience analysis, media procurement, contracting, creative production, trafficking, and post-campaign reporting.

The company's core technology stack centers on a proprietary planning system paired with customized Demand-Side Platforms (DSPs) for both Mobile and OOH channels, supplemented by integrations with third-party data providers and independent verification tools for campaign accountability. These capabilities are positioned as supporting audience-based recommendations — selecting the right physical and digital locations based on consumer movement and behavioral data. The firm sells these capabilities as part of a single, integrated workflow rather than as standalone point tools, and it leverages its position within The Miroma Group to access routes to market that standalone agencies cannot replicate.

Commercially, MX generates revenue through professional services fees tied to media planning and buying engagements, with enterprise-level custom pricing rather than disclosed rates. The business model is wholly dependent on retaining and winning project-based campaigns from brand and nonprofit advertisers seeking visual communication strategies; no recurring SaaS, subscription, or programmatic-revenue-share components are disclosed. Ownership sits with The Miroma Group, a diversified media and marketing conglomerate, providing corporate backing without any disclosed external institutional funding rounds.

Name

MX

Legal name

MX Location Experts Ltd

Website

https://mxlocation.co

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

MX Location Experts Ltd is a UK-based agency providing data-driven location planning and media buying services for Out-of-Home and Mobile advertising. It serves enterprise and nonprofit clients globally across entertainment, nonprofit, real estate, and property technology verticals.

Ownership category

akta.pro rank

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Planning and Buying Services: Full-service location planning and buying for out-of-home and mobile advertising, including audience analysis, media procurement, contracting, negotiations, production, trafficking, and post-campaign reporting.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

MX Location Experts provides full-service data-driven location planning and media buying for out-of-home (OOH) and mobile advertising campaigns. The offering combines a proprietary planning system, customized DSPs for mobile and OOH, independent verification tools, and audience analysis with world-class data providers to deliver end-to-end services including audience analysis, media procurement, contracting, negotiations, creative and production, trafficking, and post-campaign reporting and attribution.

Product overview

MX | Location Experts offers a unified service offering built around location planning and buying for out-of-home (OOH) and mobile advertising. Their core Baseline MX Client Services platform comprises five interconnected modules: Audience Analysis + Planning (market analysis and strategic planning), Media Procurement & Contracting (media buying and space negotiation), Creative & Production Services (large format printing and creative delivery), and Reporting & Post Campaign Services (performance measurement and attribution). The company integrates data and technology capabilities to deliver audience-based recommendations, leveraging partnerships with data providers and DSP platforms to execute campaigns across physical and digital locations globally.

Differentiator

Problem solved

Functional benefit

Products and services

• Baseline MX Client Services A comprehensive suite of location planning and media buying services encompassing audience analysis, media procurement, production and trafficking, creative services, and post-campaign reporting and attribution, designed for enterprise advertisers seeking OOH and mobile campaigns.

Named customers6 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• The Miroma GroupcoreStrategic or Co-development PartnerMX Location Experts is part of The Miroma Group. The company leverages the group as a whole to deliver routes to market no other agency can, driving value in audience and value for clients through unique synergistic capabilities.
• OOH Partner VendorsminorChannel Partner/ Reseller/ DistributorMX works with partner vendors to secure out-of-home inventory, particularly for high-profile campaigns like Global Citizen's 10th Year Anniversary campaign in the US.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Omnicom Group: Global advertising holding company whose agencies (e.g., Omnicom Media Group, Outdoor) compete with MX on OOH and mobile planning. Does not specialize in MX's niche but competes for the same advertiser budgets through dedicated OOH units.
• WPP: World's largest advertising holding company, parent of GroupM, Kinetic, and Ogilvy. Competes with MX through its OOH-specialist agency Kinetic and broader media services that include mobile and location-based planning.
• Publicis Groupe: Global advertising holding company with media agencies (Starcom, Zenith) and production/activation capabilities that overlap with MX's OOH and mobile planning services, though as part of a much broader portfolio.
• Dentsu: Global advertising holding company that owns Posterscope (a direct OOH competitor) and Carat. Competes for the same advertiser OOH and mobile budgets as MX, but with significantly larger scale and cross-channel integration.
• Carat: Dentsu's global media agency with full-service planning including OOH and mobile. Overlaps with MX on location-based media planning but operates as a full-service, multi-channel media agency rather than an OOH specialist.

Direct peers

• Kinetic: WPP's global Out-of-Home activation agency. Closely comparable to MX in core offering (OOH planning, buying, and activation) but operates at network scale with cross-market reach and integrated media planning across WPP agencies.
• Posterscope: Dentsu's global OOH, DOOH, and ambient media specialist. Comparable to MX in focusing on out-of-home planning and buying for enterprise brands, but with materially larger scale and the backing of a major holding company.
• Billups: Independent OOH media planning and buying agency with proprietary technology for campaign management. Comparable to MX as a similarly positioned independent specialist agency, but with longer track record and broader US coverage.
• Talon Outdoor: Independent, award-winning Out-of-Home media agency offering planning, buying, and creative across global markets. Directly comparable to MX as a similarly specialized OOH agency working with advertisers on audience-led OOH planning.

Emerging players

• Hearts & Science: Data-driven, audience-focused media agency within Omnicom. Comparable to MX in its emphasis on data-led audience planning, though it covers all channels rather than specializing in OOH and mobile location planning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/mxlocation

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 MX