Observed Signal · Jul 27, 2026 · Partnership · Source: Meedia · Impact: 3/5 · Sentiment: Positive
Digital Out-of-Home (DOOH) / Media Sales Market: T Advertising Solutions to Sell Lieferando's DOOH Screens
T Advertising Solutions, a subsidiary of Deutsche Telekom, will take exclusive responsibility for commercialising Lieferando's digital out-of-home (DOOH) displays in German restaurant shop windows across major cities. The offering uses a hybrid sales model: direct sales via T Advertising Solutions' teams and programmatic buying through Vistar Media's DOOH platforms. Lieferando says campaigns can be optimised in real time using anonymised mobile (telco) data. The network currently comprises about 500 screens across seven cities, with plans to more than double by end-2026 and expand to 2,000 dynamic displays by end-2027.
Commercial rollout expands programmatic DOOH inventory in Germany, combines telco-derived anonymised data with programmatic buying via Vistar Media — relevant for advertisers and DOOH supply growth but not industry-shifting globally.
Wichtigste Kernpunkte & Evidenz
- T Advertising Solutions, a subsidiary of Deutsche Telekom, will take exclusive commercialisation of Lieferando's digital advertising displays in Germany.
- The sales model is hybrid: direct sales by T Advertising Solutions' teams and programmatic access via Vistar Media's DOOH platforms.
- Lieferando states campaigns can be optimised in real time using anonymised mobile network (telco) data.
- The network currently includes 500 screens in partner restaurants across seven German cities; planned growth is to more than double by end-2026 and reach 2,000 screens by end-2027.
- The first contract award occurred in October 2025 and since then additional large-format displays have been installed in seven German cities.
Verknüpfte Unternehmen
5 verknüpfte UnternehmenEssenceMediacom
Globale Mediaagentur für integrierte Mediaplanung, programmatischen Einkauf, datengestützte Analytics und performanten Omnichannel-Commerce.
“Das Berliner Unternehmen Lieferando gehört zum niederländischen Konzern Just Eat Takeaway, der kürzlichen seinen internationalen Mediaetat, ...”
T Advertising Solutions
Telco-backed ad platform for targeting, activation and measurement.
“T Advertising Solutions, Tochter der Deutschen Telekom, übernimmt die alleinige Vermarktung....”
Vistar Media
Plattform für programmatischen DOOH-Einkauf, -Verkauf und -Betrieb.
“Die Vermarktung erfolgt über ein hybrides Modell: sowohl über die Vertriebsteams von T Advertising Solutions als auch programmatisch über di...”
Deutsche Telekom
Deutscher Telekommunikationskonzern, der Konnektivität, TV, Werbung und Enterprise-Cloud-Dienste anbietet.
“T Advertising Solutions, Tochter der Deutschen Telekom, übernimmt die alleinige Vermarktung....”
Just Eat Takeaway.com
Mehrländer-Marktplatz für Online-Essensbestellungen und Lieferung, der Konsumenten mit lokalen Restaurantpartnern verbindet.
“Das Berliner Unternehmen Lieferando gehört zum niederländischen Konzern Just Eat Takeaway, der kürzlichen seinen internationalen Mediaetat, ...”
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