Performance Media & AdTech Consultancies · Agency & Consultancy
Media Plan
Independent German full-service media planning and buying agency.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Media Plan Agentur für Kommunikations- und Mediadienstleistungen GmbH
- Entity type
- COMPANY
- Founded
- 1994
- Headquarters
- Germany
- Company size
- 50–200
- Market cluster / sector
- Performance Media & AdTech Consultancies
- Market role
- Agency & Consultancy
- Official website
- media-plan.de
What Media Plan does
Media Plan operates a service-led agency model. It creates value by advising brands on channel mix, planning campaigns, purchasing media inventory, coordinating creative formats and optimising campaign performance across multiple media environments. Revenue is generated from client engagements tied to planning, execution and account management rather than from licensable software or owned media inventory.
Category differentiation
Media Plan is an independent German media agency, not a software platform, DSP, SSP or publisher. It sells managed media planning and buying services rather than self-serve advertising technology.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Media Plan is a German independent full-service media agency that provides media strategy, planning, buying and campaign optimisation for advertiser clients. Its service scope spans linear TV, connected TV, streaming, social media, influencer activity, audio, podcasts, radio, out-of-home, digital out-of-home, print, cinema and bespoke branded content formats. The company operates as an owner-managed agency rather than a software vendor or media owner. The business makes money by selling managed services around campaign strategy, channel planning, media procurement, creative development and ongoing optimisation. Its direct customers are brands, marketing teams, CMOs and media buyers that outsource omnichannel media execution to an agency partner. The company’s positioning centres on customised planning and integrated cross-channel campaign delivery.
Company news briefing
Briefing updated:
Media Plan continues to engage with key digital marketing developments, analysing the monetisation potential of ChatGPT Ads for German advertisers and participating in DMEXCO 2026 under the theme 'Scaling Intelligence'. The independent agency also monitors international consumer spending shifts during the holiday season. Furthermore, leadership recognition was highlighted with Frank Lankers being named among Campaign Germany's '50 über 50' list of influential figures in the advertising sector.
Business model & monetisation
The company monetises through agency fees for media strategy, planning, buying, creative development and campaign management. Commercial structures include retainers, project fees and media-spend-linked remuneration on buying and execution mandates. The monetisation model is predominantly managed service revenue, with campaign optimisation and bespoke format development bundled into broader client engagements.
- Media planning and strategy
- Service fee / retainer
- Media buying and campaign execution
- Media spend-linked fees or commissions
- Creative and bespoke format development
- Project-based service fees
- Campaign optimisation and reporting
- Bundled managed service
Products & capabilities
No products with linked sources are available in this view.
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Competitors & alternatives
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German media agency for cross-channel planning, buying and creative services.
German media agency for planning, programmatic and performance marketing.
Independent German media agency with programmatic and performance capabilities.
Independent German full-service media planning and buying agency.
Independent programmatic media agency for DOOH, CTV, online and audio.
Side-by-side comparisons
Featured market maps
This overview provides a concise snapshot of the German DOOH landscape and selected market participants. It is intended for orientation only and does not claim to be exhaustive. The selection is based on current market observations and publicly available information. As the German DOOH market continues to evolve rapidly, numerous additional players and specialized providers are active across the ecosystem. Further information on additional providers and market participants is available upon request or can be added upon verification.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Mehr Luxus, weniger Erlebnisse? So verschieben sich die Feiertagsausgaben – ein Blick über den großen Teich
Recorded impact score: 2/5
According to the Deloitte Holiday Retail Survey 2026 analyzed by Media Plan, US holiday spending is shifting toward retail goods and luxury items, driven primarily by Gen Z and Millennials. Planned luxury gift purchases rose to 72 percent for Gen Z (up from 57 percent) and 61 percent for Millennials (up from 50 percent), while spending on travel and events is projected to decline across all income brackets. Media Plan highlights these findings to inform targeted seasonal media strategies across TV, digital, out-of-home, audio, and print channels.
- The Deloitte Holiday Retail Survey 2026 polled 4,000 US consumers between August 26 and September 10, 2026.
- Gen Z and Millennials are projected to account for 50 percent of total US holiday spending in 2026, up from 41 percent in 2025.
DMEXCO 2026: Menschen machen den messbaren Unterschied
Recorded impact score: 3/5
Media Plan, a German media agency, recaps its takeaways from DMEXCO 2026, emphasizing that efficiency is now the key criterion for AI adoption in advertising. Citing an IAB Europe report, 69% of respondents consider efficiency the most important evaluation criterion for AI use, yet the average score of 2.76 out of 5 shows reality lags expectations. Additionally, 65% of consumers view AI-created advertising negatively, according to the DMEXCO Reality Check. Media Plan positions itself as a trust-driven partner in this environment, highlighting growth areas such as retail media, Digital-out-of-Home, streaming, and Connected TV, and names Weleda and Müller as clients.
- The IAB Europe report 'The impact of AI on digital advertising' found that 69% of respondents name efficiency as the most important evaluation criterion for AI use.
- The same report shows an average score of 2.76 (on a scale up to 5) for AI efficiency, indicating reality lags expectations.
Frank Lankers unter den 50 über 50: Erfahrung, die Wirkung schafft
Recorded impact score: 3/5
Frank Lankers, founder and CEO of Media Plan, has been named to the "50 über 50" list by Campaign Germany, which recognizes 25 women and 25 men in the German advertising and marketing industry who make a significant impact through their experience. The list is published by Medienfachverlag Oberauer. Lankers is highlighted for his business acumen and focus on people, as well as his commitment to partnerships based on mutual trust.
- Frank Lankers, founder and CEO of Media Plan, is included in the "50 über 50" list.
- The list includes 25 women and 25 men from the German advertising and marketing industry.
ChatGPT: Jetzt mit Werbung, auch in Deutschland.
Recorded impact score: 4/5
Media Plan, a German media agency, announces it can now book ChatGPT Ads campaigns for clients in Germany, Austria and Switzerland. The ads appear as clearly labeled "Sponsored" cards below ChatGPT answers and are shown to free-tier and ChatGPT Go users, while paid tiers (Plus, Pro, Business, Enterprise) remain ad-free. Booking currently runs through the OpenAI Ads Solutions Team and selected agency/technology partners; self-service via the Ads Manager is announced for Europe but not yet the regular access path. Targeting options include country, region, platform, Context Hints and Custom Audiences requiring at least 25,000 matched users.
- Media Plan has access to ChatGPT Ads and can book campaigns for clients in Germany, Austria and Switzerland.
- ChatGPT Ads appear as clearly labeled "Sponsored" cards below ChatGPT answers; they are shown to free-tier and ChatGPT Go users, while Plus, Pro, Business and Enterprise remain ad-free.
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Questions about Media Plan
What is Media Plan?
Media Plan is a German full-service media agency that provides strategy, planning, buying and optimisation across TV, CTV, social, audio, OOH, print and cinema.
Who uses Media Plan?
Brand marketers, CMOs, media buyers, growth teams and in-house marketing departments use Media Plan for outsourced omnichannel campaign planning and execution.
How does Media Plan make money?
Media Plan makes money through agency retainers, project fees and media-buying related remuneration tied to campaign planning, execution, creative services and optimisation.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
15 publicly documented primary sources and citations linked across the market graph.
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