Axel Springer takes over the majority in the start-up FRAMEN

FRAMEN operates a marketplace for addressable contextual advertising on digital outdoor areas (DOOH) — a company with roots in FRAnkfurt

Axel Springer acquires the majority stake in the (now Berlin — before Frankfurt) start-up FRAMEN. www.framen.io has existed since 2018 and operates framen.io, a technological platform that places addressable, contextual advertising on digital outdoor areas, for example in fitness studios, hotels and shopping centers. The local partners of FRAMEN can import the advertising videos in addition to their own content and thus open up a new monetization option. FRAMEN is already playing in 425 cities in Germany and is thus achieving up to 100 million impressions per month. In the future, the number of connected screens is to be massively expanded throughout Europe.

In the future, FRAMEN will cooperate closely with Media Impact, with Media Impact entering into the marketing of FRAMEN’s digital out-of-home advertising space (DOOH) and thus offering advertising customers 360-degree marketing of their campaigns in print, digital and DOOH for the first time can. There are also plans to use the FRAMEN technological platform to play not only advertising videos but also content from Axel Springer’s media brands, such as the Bundesliga highlights from the DOOH rights package acquired.

Axel Springer has been investing in FRAMEN since December 2019 through the early-stage investor APX, which was set up with Porsche. APX closely followed the growth of the start-up and supported it with access to its network. Axel Springer is now acquiring the shares from APX and other investors and will finance further growth of FRAMEN through a capital increase. The four-person founding team around CEO Dimitri Gärtner, 32, remains and will continue to manage the operational business.

Dimitri Gärtner, CEO Framen: “Our goal is to create an international network — an ‘Internet of Screens’. We enable locations to generate new digital sales with FRAMEN. To realize this vision, Axel Springer is for us the best media and technology company with many exciting content formats such as BILD, WELT and Insider in more than 40 countries. “

Note: A great development and scaling story that we were lucky to closely follow and report here at Frankfurt Valley — and shared very great moments at the WeWork and WeWork Labs desks in Frankfurt. We have all our fingers crossed for the team and proud of these achievements.