Y Media Generation B.v.

What Y Media Generation B.v. does

Y Media Generation B.v. is a 100% independent Out-of-Home (OOH) media bureau founded in 1994 and headquartered in Drachten, Netherlands. The firm advises, plans, buys, and executes all forms of outdoor advertising — roadside billboards, transit (NS stations, metro, tram, bus), retail media, airports, shopping centers, indoor formats, and digital OOH (DOOH), including 3D screens — without owning any advertising inventory itself, allowing it to offer what it describes as objective, non-operator-bound advice across the entire Dutch OOH market.

Its core technological asset is an in-house OOH planning tool containing the full universe of Dutch outdoor advertising objects, linked to audience, location, and assessment data, used to rationalize location selection. Tool capabilities were extended via a 2026 partnership with data analytics firm FOCUS to support data-driven DOOH, and the firm has rolled out 3D screens in shopping streets and DOOH in sports venues to broaden its available inventory.

Y Media Generation generates revenue through professional-services advisory fees and media-buying commissions on client OOH spend, delivered via a sales-led, enterprise-focused GTM model. Pricing is quote-based and bundled into a full A-to-Z service covering consultation, audience analysis, location selection, media procurement, administration, and creative advice. Its customer base skews toward film and entertainment enterprises (AVROTROS, Splendid, Cineart, Kinepolis, Paradiso, Podimo, Eye Filmmuseum, Storytel) but has diversified into retail (HEMA, Albert Heijn), finance (Floryn), and consumer brands (Trek Bikes). The firm remains a small, private limited company with 1–10 employees and no disclosed external funding.

Name

Y Media Generation B.v.

Legal name

Y Media Generation B.v.

Website

https://ymediageneration.nl

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Y Media Generation B.v. is an independent Dutch Out-of-Home media bureau founded in 1994 that advises, plans, and buys outdoor advertising across all formats and operators in the Netherlands, primarily for film, entertainment, retail, and consumer brand advertisers.

Ownership category

akta.pro rank

Product category

Out-of-Home Advertising Services

NAICS

Media Buying Agencies (54183), Media Buying Agencies (541830), Media Representatives (541840)

akta.pro primary industry

Out-of-Home (OOH) Media Buying (Billboards, Transit, DOOH) (BPAFABAE)

akta.pro secondary industries

OOH Media Planning, Buying & Inventory Aggregation (BPAFALAJ), Out-of-Home (OOH) Media Planning & Buying (MPAAABAG)

Keywords

• Out-of-home advertising
• Media buying agency
• OOH planning
• Digital out-of-home
• Billboard advertising

Headquarters

HQ city

Drachten

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Advisory and Buying Services: As an independent media bureau, Y Media Generation earns revenue through advisory fees and media buying commissions for Out-of-Home advertising. They advise, purchase, and execute all forms of outdoor advertising, providing objective recommendations based on the total market offering without owning any outdoor advertising objects themselves.
2. Full-Service Media Execution: Complete A-to-Z service including media procurement, administrative handling, and additional services such as creative advice, design, and printing. Revenue generated through service fees bundled with media purchases.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels8 records

Core offering

Y Media Generation is a 100% independent media bureau that advises, plans, buys and executes all forms of Out-of-Home (OOH) advertising across the Netherlands. The firm does not own any outdoor advertising objects itself, enabling objective media advice based on the total market offering, supported by a proprietary in-house Out-of-Home planning tool containing all Dutch OOH inventory linked to data and assessment criteria. It also provides end-to-end media execution including procurement, administration, creative advice and printing.

Product overview

Y Media Generation is a 100% independent media bureau specializing in advising, purchasing, and executing all forms of Out-of-Home (OOH) advertising. Founded in 1994, they offer their proprietary in-house Out-of-Home Planning Tool as the core platform for campaign planning. The portfolio includes various media types: Langs de weg (roadside/billboards), Stadscentrum (city center Abri's), Station (NS train stations), Shopping (malls), Vervoer (transport), Digitaal (digital DOOH including 3D screens), Binnenreclame (indoor/toilet advertising), Onderwijs (education), and Luchthaven (airport). They serve primarily the film and entertainment industry but expanded to all sectors requiring outdoor advertising. Their key differentiator is the in-house planning tool with comprehensive Dutch OOH inventory data for objective, non-operator-bound advice.

Differentiator

Problem solved

Functional benefit

Products and services

• Out-of-Home Planning Tool

Quantifiable outcome

• 35% increase in brand recognition with well-positioned campaigns
• +4 more outcomes

Named customers17 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and major.

• FOCUScoreTechnology or IntegrationStrategic partnership for data-driven Digital Out-of-Home (DOOH) campaigns. FOCUS provides data analytics and insights capabilities that complement Y Media Generation's media planning and buying expertise, enabling more targeted and effective OOH campaigns for advertisers.
• CS Digital MediamajorTechnology or IntegrationCollaboration with CS Digital Media for metro station advertising campaigns. CS Digital Media manages the digital screen networks in Amsterdam metro stations, and Y Media Generation incorporates these screens into client campaigns with creative activations like audio content on metro platforms.
• VriendenLoterijmajorStrategic or Co-development PartnerPartnership for the Eye Oude Beelden campaign, showing historical footage from Eye film archive on digital screens. VriendenLoterij sponsors the year-round campaign at shopping centers and public transport nationwide.
• Sharon van RouwendaalcoreGTM or Marketing PartnerY Media Generation is the media partner of Olympic swimmer Sharon van Rouwendaal, supporting her mission for cleaner water. The partnership involves promoting her environmental ambassador role through Out-of-Home media, with Abri's helping spread her message to the public.
• Vertigo 6majorStrategic or Co-development PartnerPartnership for creative Out-of-Home campaigns, including the Dead Island 2 launch which featured a spectacular special installation at Rotterdam Centraal station along with regular Abri placements in four major cities.

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Posterscope: Posterscope is dentsu's specialist OOH media agency, providing planning, buying, and analytics for outdoor advertising globally. Directly comparable to Y Media Generation as a network-owned OOH specialist offering independent-style advice with scale advantages.
• Kinetic Worldwide: Kinetic is WPP's specialist out-of-home media agency, providing independent OOH planning and buying services across global markets. Direct competitor to Y Media Generation in the OOH media advisory niche, with similar independent positioning and proprietary planning tools.
• Talon Outdoor: Talon Outdoor is an independent, award-winning OOH media agency with proprietary planning technology and a focus on data-driven outdoor campaigns. Closely comparable to Y Media Generation as a non-network-owned independent OOH specialist with proprietary tooling.
• Rapport: Rapport is Interpublic Group's specialist OOH agency, offering global OOH planning and buying services. Directly comparable to Y Media Generation as an OOH specialist agency competing for the same advertiser budgets across planning and buying.

Broad incumbents

• Mindshare: Mindshare is a global media agency network (WPP/GroupM) offering full-service media planning and buying including OOH. Comparable to Y Media Generation as a competitor for OOH briefs, but operates at much larger scale and across all media channels, not OOH-specialized.
• OMD Worldwide: OMD is a global media agency network (Omnicom) providing full-service media planning and buying including OOH. Comparable to Y Media Generation in OOH buying services but operates as a broad incumbent across all media channels rather than an OOH specialist.
• Carat: Carat is dentsu's global media agency offering full-service media planning and buying including OOH. Comparable to Y Media Generation for OOH media buying but operates as a broad incumbent media agency rather than a dedicated OOH specialist.

Others

• Clear Channel Outdoor: Clear Channel Outdoor is one of the largest OOH advertising operators globally, with extensive Dutch inventory including airports and transit. Comparable to Y Media Generation as an OOH market participant but operates as an inventory-owning operator rather than an independent media agency.
• JCDecaux: JCDecaux is the world's largest OOH advertising operator, owning billboards, transit, and street furniture inventory across the Netherlands. While an operator rather than an agency, JCDecaux is a key supplier to Y Media Generation and a competitor for end-advertiser OOH budgets.
• Ströer: Ströer is a major German-headquartered OOH and digital out-of-home operator with significant presence across European markets. Comparable to Y Media Generation's supplier ecosystem but operates as an inventory owner rather than an independent media agency; recent senior hire came from competitor JCDecaux to Y Media Generation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ymediageneration
• LinkedInlinkedin.com/company/y-media-generation-bv
• Instagraminstagram.com/ymediageneration

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 Y Media Generation B.v.