Mediaplus

Unternehmensdaten

Offizieller Name

Mediaplus Germany GmbH & Co. KG

Einheitentyp

COMPANY

Gegründet

1983

Hauptsitz

Friedenstraße 24, Munich

Unternehmensgröße

1,001–5,000

Marktrolle

Agency & Consultancy

Offizielle Website

mediaplus.com

Was Mediaplus macht

Das Geschäftsmodell von Mediaplus basiert auf einem hybriden Dienstleistungs- und Vergütungssystem im B2B-Enterprise-Segment. Die Haupteinnahmequellen umfassen volumenabhängige Media-Remunerationen und Management-Gebühren (Take-Rates) auf den verwalteten Werbe-Spendings (Billings) sowie performance- und ergebnisorientierte Provisionsmodelle. Ergänzt wird dieses Portfolio durch dedizierte Consulting-Retainer und projektbasierte Honorare für technologische Integrationsleistungen wie das Setup von Daten-Infrastrukturen, Clean Rooms und cookielosen Tracking-Architekturen. Durch die Synergien innerhalb des Serviceplan-Netzwerks profitiert Mediaplus von Skaleneffekten im globalen Buyside-Einkauf und realisiert hocheffiziente Cross-Selling-Potenziale über kreative und technologische Agenturleistungen hinweg, was die Kundenbindung im Enterprise-Segment nachhaltig stärkt.

Strategische Einordnung

KI-gestützte Einordnung aus der bestehenden Unternehmensrecherche; Interpretation und belegte Fakten sind zu unterscheiden.

Mediaplus, als Flaggschiff-Mediaagentur der Serviceplan Group, positioniert sich an der Schnittstelle von klassischer Mediaplanung und hochmodernem AdTech-Consulting. Durch die tiefe Integration von proprietären KI-Lösungen wie dem 'House of AI' orchestriert das Unternehmen komplexe Omnichannel-Kampagnen über DSP- und SSP-Landschaften hinweg. Die strategische Differenzierung basiert auf fortgeschrittenen Ansätzen wie First-Party-Identity-Auflösung, der Implementierung von Data Clean Rooms zur datenschutzkonformen Nutzersegmentierung und der Optimierung von Supply-Path-Optimization-Strategien (SPO) zur Reduzierung von Ad-Tech-Markups. Über die klassische Media-Aktivierung hinaus bietet die Agentur spezialisierte Beratungsleistungen für Retail Media, Consent Management Platforms (CMP) und Search Generative Experience (SGE) an. Diese ganzheitliche Verknüpfung von kreativer Exzellenz und technologischem Infrastruktur-Management ermöglicht es globalen CMOs, ihre Marketingeffizienz über die gesamte programmatische Wertschöpfungskette hinweg zu maximieren.

Geschäftsmodell und Monetarisierung

The company monetises mainly through managed service fees for media planning, buying, optimisation and consulting. Commercial mechanisms 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.

Media planning and buying services

Service fees, retainers and media-related remuneration

Performance marketing and programmatic activation

Managed service fees and outcome-linked compensation

Data, analytics and AI-enabled optimisation

Consulting and specialist service fees

Retail media operations

Managed service fees

Strategy, PR and commerce consulting

Project fees and retainers

Produkte und Fähigkeiten

Für diese Ansicht liegen keine Produkte mit zugeordneten Quellen vor.

Produkte und Marktkategorien

Zugeordnete Market Maps

• Media Agencies Landscape (Germany)

  A structural overview of Media Agencies operating in Germany, grouped by their global Holding Groups and independent status.

• Digital Out of Home Map Germany

  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.

Zuletzt erfasste Signale

Datumsangaben beziehen sich auf die Quellenveröffentlichung. Ältere Einträge sind historischer Kontext, kein Beleg für ein neues Ereignis.

• Hornbach Builds Working 35mm Camera from Hardware Store Supplies

  2026-09-18thedrum.com

  Creative Campaign · Erfasster Impact-Score: 1/5

  Hornbach's new campaign, 'Built from Hardware Store Supplies,' showcases a series of films shot on a fully functional 35mm film camera constructed entirely from items sold in its stores. Created by HeimatTBWA\, the campaign includes two main films and a behind-the-scenes documentary. Five makers from Europe built the camera over seven days at a Hornbach store in Bucharest, using a magnifying glass for the lens, a cement mixer to drive the film, and a cut-open organic waste bin as a lens hood. The campaign aims to demonstrate the breadth of Hornbach's product range and celebrate the maker spirit, contrasting with AI-generated imagery. It was developed over 1.5 years following a decade-long idea period, timed with the #HornbachCamera project.

  • Hornbach and HeimatTBWA\ built a working 35mm film camera entirely from hardware-store products.
  • The camera was constructed by five European makers in seven days at a Hornbach store in Bucharest.

• Kölln assigns media account to Mediaplus Hamburg

  2026-09-10meedia.de

  Agency & Consultancy · Erfasster Impact-Score: 2/5

  German food manufacturer Peter Kölln has appointed Mediaplus Hamburg to handle its media planning and buying after a competitive pitch. The agency will develop an integrated digital-first strategy for the traditional brands Kölln and Mazola, focusing on brand building and activation around relevant purchase occasions. Mediaplus will collaborate with creative agency virral on campaign development. The partnership aims to strengthen Kölln's market leadership in the cereal market and revitalize the Mazola edible oil brand, particularly among younger audiences. The first joint campaigns are scheduled to launch in September 2026.

  • Peter Kölln awarded its media account to Mediaplus Hamburg following a pitch.
  • Mediaplus Hamburg will handle media planning and buying for the Kölln and Mazola brands.

• Takko launches Fall/Winter TV campaign with Michelle Hunziker

  2026-09-08meedia.de

  Brand Marketing · Erfasster Impact-Score: 3/5

  Takko Fashion launches its Fall/Winter 2026/27 campaign featuring Michelle Hunziker. The campaign, described as more extensive than previous ones, includes linear TV spots (20-second) from September 10 on channels like RTL, Sat.1, ProSieben, Vox, RTL Zwei, Kabel Eins, sixx, and Sat.1 Gold, plus streaming (Prime Video, Netflix, RTL+, Joyn, HBO Max, Disney+) via Mediaplus, online, print, social media (Facebook, Instagram), and OOH/DOOH. The company aims to strengthen its 'Quality Fashion Discounter' positioning and increase brand awareness. Meanwhile, Takko's planned sale by its hedge fund owners reportedly failed; CFO Stefan Macheleidt and Senior Marketing Director Matthias Lueg have left the company. Takko reported net revenue of €1.283 billion for FY2025/26.

  • Takko launches 20-second TV spot on September 10, 2026 across German broadcasters.
  • Michelle Hunziker is featured in Takko's Fall/Winter campaign, showcasing six looks.

• Swiss Post Advertising Launches Campaign for Cross-Moments Product

  2026-08-31persoenlich.com

  Platform · Erfasster Impact-Score: 2/5

  Swiss Post Advertising has launched the second wave of its 'Kein Zufall' (Not a Coincidence) campaign in collaboration with the creative agency Brinkertlück. The campaign showcases four new subjects (dog owners, roller skaters, hobby-horsing enthusiasts, and pilates fans) to demonstrate how niche target groups can be precisely reached. This initiative promotes Swiss Post Advertising's proprietary 'Cross-Moments-Advertising' product, which leverages audience data across multiple channels. The multi-channel campaign is running programmatically and via digital, social media, print, DOOH, and Spotify across German- and French-speaking Switzerland. Media planning for the campaign is handled by Mediaplus Suisse.

  • Swiss Post Advertising launched the second wave of its 'Kein Zufall' campaign to market its 'Cross-Moments-Advertising' offering.
  • The campaign was developed in partnership with the agency Brinkertlück.

• Serviceplan posts slight growth; Mediaplus up 2.7%

  2026-07-29meedia.de

  Agency & Consultancy · Erfasster Impact-Score: 4/5

  The Serviceplan Group reported a fee revenue of €873 million for fiscal year 2025/26, a 1% increase from €866 million the prior year. Mediaplus remained the group's primary revenue driver, generating €378 million (up 2.7% year-on-year) and contributing over 40% of group fee revenue; German Mediaplus revenue was €267 million (also +2.7%). Serviceplan highlights international expansion for Mediaplus (new Singapore JV with The Media Shop, rebuilt China operations, UK House of Communication, nearshoring hubs) and leadership hires to support growth. The group is investing in AI-led offerings including the Momentum unit with MediaMarktSaturn (~120 staff), Plan.Net’s new “Agentic AI” unit for enterprise transformation, Plus.AI and a House of AI, and the Behave.AI unit led by Global CDO Karin Immenroth. Management frames the results as stable foundation for future profitable growth.

  • Serviceplan Group reported fee revenue of €873 million for fiscal year 2025/26, up 1% from €866 million the prior year.
  • Mediaplus generated €378 million in fee revenue in 2025/26, up 2.7% year-on-year and representing over 40% of group fee revenue; German revenue was €267 million (+2.7%).

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