Ströer, the leader in Germany’s out-of-home market, reported strong results for the past financial year. Its core OoH business grew organically by 11.5%, while total revenue rose by 7% to EUR 2.05 billion. The main drivers of growth were DooH and pDooH, which increased by 34%. Future growth is expected from AI, software, and data, along with network expansion and higher utilization.
Since the shock of the pandemic, Ströer has reported continuously increasing sales revenues – mainly driven by the enormous success of DooH. The category has become a standout in the German media industry, with Ströer playing a key role. While exact market figures are unavailable, Ströer’s screens are estimated to account for 80% of DooH sales in Germany.
It’s no surprise that Ströer put its OoH business up for sale and financial investors have shown interest. While reports on the sales talks vary, Ströer confirms that negotiations are still ongoing. The company’s current performance shouldn’t pose as an impediment to a successful deal, as its core out-of-home advertising business continues to meet expectations, with 13–14% growth in Q1 2025.
Sales exceeding 2 billion euros for the first time
For the 2024 financial year, Ströer has reported new record figures. Sales rose to more than 2 billion euros for the first time in the company’s history. Group sales grew by 7% (6% organically) to 2.05 billion euros. Adjusted EBITDA also reached a new high, rising 10% to 626 million euros.
The out-of-home market continues to benefit from a shift in the media mix toward screens and posters in public spaces. This growth is driven by the strong performance of DooH, especially programmatic out-of-home (pDooH), which grew by 34%. In 2024, DooH accounted for around 41% of Ströer’s total OoH sales for the first time.
Ströer expects this growth to continue, driven by an AI and data-powered programmatic DooH business. In the future, key growth factors will include not only the quality of DooH infrastructure—such as location, reach, and screens—but also AI, software, and data.
Ströer’s Multichannel SSP integrates out-of-home and online
Over recent years, Ströer has invested a double-digit million-euro amount in the development of its multichannel SSP “Core.” The fully automated, AI-powered sales platform integrates out-of-home and online assets, primarily consisting of assets on Ströer’s news portal T-Online. With SSPs, DooH is seamlessly integrated into the digital MarTech ecosystem of advertising customers. This enables Ströer to tap into numerous new customers and use cases.
In 2024, Ströer successfully completed the integration of market competitor RBL Media, further strengthening its position in the German OoH infrastructure market. The RBL city contracts provide significant opportunities for future digital expansion. Ströer now distinguishes its advertising media networks as the “infrastructure business” (DooH networks) in contrast to its MarTech and marketing business.
