Mediaplus
Mediaplus is a global media agency offering planning, buying, analytics and AI-enabled consulting.
Analyst Perspective
Mediaplus is a German-headquartered media agency and consultancy within Serviceplan Group. Its core business is advising brands on media strategy, planning and buying, while also offering adjacent services in performance marketing, retail media, social media marketing, creative-media integration, PR, brand strategy, audio, commerce platform consulting and search visibility consulting for generative engines. The group also promotes proprietary AI-enabled capabilities such as House of AI and Data & AI to support cross-channel optimisation and measurement. The company makes money primarily from service fees tied to managed media planning and activation, supplemented by consulting retainers, project fees and media-related remuneration linked to spend or outcomes. Its paying customers are businesses rather than consumers, especially enterprise brand marketers, performance teams, e-commerce leaders, CMOs and communications teams seeking outsourced media expertise and data-led campaign execution.
Analyst Signal Briefing
Updated: 7 Aug 2026Mediaplus remains Serviceplan Group’s primary revenue driver, reporting a 2.7% increase in fee revenue to €378 million for fiscal 2025/26. This growth is supported by international expansion, including a new Singapore joint venture and nearshoring hubs, alongside the execution of innovative cross-channel strategies for clients like E.ON and Ehrmann’s first-to-market live addressable TV "Pause Ad." These developments, coupled with sister agency Plan.Net appointing Alexander Rohwer to lead AI-driven "Content Supply," reinforce a broader group strategy of industrialising production workflows while scaling automation through the Momentum unit and Behave.AI.
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Key insights about Mediaplus
Category Differentiation
Mediaplus is a media agency and consultancy, not a standalone DSP, SSP or consumer media platform. It should be distinguished from pure adtech vendors by its service-led operating model, even though it uses proprietary analytics and AI tools.
Mediaplus: About
Mediaplus operates an agency-led services model centred on media strategy, planning, buying and optimisation for advertiser clients. It creates value by combining channel expertise, campaign execution, data analysis and selected proprietary tools into a bundled operating model that can manage both brand and performance objectives. As part of Serviceplan Group, it also benefits from network scale, broader creative and consulting capabilities, and geographic reach that support multinational account servicing and cross-sell.
How Mediaplus Works & Monetises
Business model analysis and core revenue streams
The company monetises mainly through managed service fees for media planning, buying, optimisation and consulting. Commercial mechanisms likely include retainers, project-based fees, performance-linked compensation and media-related commissions or margins on inventory negotiations. Additional revenue comes from specialised services such as retail media operations, social activation, PR, analytics, AI-enabled optimisation and commerce platform implementation.
Revenue Channels
Side-by-Side Comparisons
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Products & Services in Categories
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Technology
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Media Channel
Mediaplus: Key Competitors & Alternatives
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Independent German media agency with programmatic and performance capabilities.
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Global media agency for planning, buying, analytics and commerce.
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Independent media agency for planning, buying, measurement and procurement.
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Digital agency for consulting, CX, commerce, CRM and performance marketing.
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Media agency delivering planning, buying, analytics and commerce strategy.
Featured on Market Maps
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A structural overview of Media Agencies operating in Germany, grouped by their global Holding Groups and independent status.
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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 Signals (Mediaplus)
Gartner: AI will replace 3 of 4 media planners by 2028
Gartner forecasts that artificial intelligence will automate roughly 70% of operational tasks in media planning and that by 2028 more than 70% of global ad spend — over 80% in the U.S. — will flow through AI-influenced self-serve advertising platforms. The report cites increased automation across major self-serve platforms (Google, Meta, Amazon) handling targeting, budget allocation, bidding and creative selection. Gartner warns of greater dependence on platform owners for campaign delivery and measurement, and recommends building first‑party data, prioritizing data quality, platform selection, and independent measurement.
Read original sourceBMW’s In‑Car Film Ads Spark Debate
BMW pushed a Spider-Man: Brand New Day banner and branded animation to compatible vehicle displays at start-up in certain models; tapping the banner plays an animated spot with music and ambient lighting. The activation—part of a partnership with Sony Pictures and Marvel that integrates BMW models into the film—was created with Jung von Matt Hamburg, agency UEG, director Hot Icarus and Parasol Island. It provoked criticism from German outlets (Süddeutsche Zeitung, Der Spiegel, Heise Online) and many owners online for appearing to reverse BMW’s late‑2023 pledge not to run advertising inside its cars. Observers note the novelty that the manufacturer, not a third party, is operating the screen, placing the stunt within wider automaker experiments with digital monetization, Uber’s ad business and future map/autonomy monetization.
Read original sourceEon launches YouTube series 'House of Power' with Google and Mawave
Energy company Eon has launched a YouTube entertainment-informational series called "House of Power" in partnership with Mawave and Google. The eight-episode format mixes reality TV, gameshow elements and creator formats to explain home energy transition technologies (e.g., photovoltaic systems, heat pumps, smart energy management). The series features TV personalities Axel Stein and Susan Sideropoulos and content creators Jonas Ems, Lewin Ray and Reeze. Production is handled by Leonine C_ and the cross-channel media strategy by Mediaplus Germany. The campaign aims to make sustainable home energy solutions accessible and reach younger audiences; the series begins on 2026-08-13 with weekly 20-minute episodes published Thursdays at 18:00 on Eon's YouTube channel.
Read original sourceMediaplus: Frequently Asked Questions
What is Mediaplus?
Mediaplus is a media agency and consultancy within Serviceplan Group that provides media planning, buying, analytics, performance marketing and related advisory services to brands.
Who uses Mediaplus?
Its customers are mainly enterprise advertisers, brand teams, performance marketers, e-commerce leaders, communications teams and other business-side marketing organisations.
How does Mediaplus make money?
It earns revenue chiefly from managed service fees, retainers, project work and media-related remuneration tied to planning, buying, optimisation and specialist consulting.
Company Facts
- Founded
- 1983
- Headquarters
- Friedenstraße 24, Munich
- Core Segment
- Agency & Consultancy
- Company Size
- 1,001–5,000
- Official Link
- mediaplus.com