Start-up Framen to be majority acquired by Springer

Springer invests in digital outdoor advertising: The media group has acquired a majority stake in the digital out-of-home provider Framen, while the founders continue to manage the operating business.

Axel Springer SE has acquired a majority stake in the start-up Framen. The company, founded two years ago, plays advertising on digital outdoor spaces, for example in hotels, shopping malls or fitness studios. Local partners can also play their advertising spaces with ads from Framen and earn money with them. According to the start-up, it achieves up to 100 million impressions per month via 3,500 screens in 425 cities in Germany.

Now, content from the Axel Springer media brand is to be added to the advertising videos. In addition, this will expand Framen's portfolio to a 360-degree offering, which can thus offer campaigns in print, digital and precisely on digital out-of-home advertising spaces (DOOH). The number of screens is to be greatly expanded.

Springer has already been closely associated with Framen since 2019: Last December, APX, an early-stage investor of Porsche and Axel Springer, took a stake. The shares of APX and other investors will now be acquired, and Framen is also expected to grow through a capital increase. The founders around CEO Dimitri Gärtner remain involved and continue to manage the operational business. However, Springer is also appointing its own representative to the management board in the person of Thomas Bergmann. Bergemann is also Head of Advertising at Axel Springer News Media National & Tech.