Majority stake in start-up Framen acquired by Springer

Springer invests in digital out-of-home advertising: The media group has acquired a majority stake in digital out-of-home provider Framen, with the founders continuing to manage the operational business.
Axel Springer SE has acquired a majority stake in the start-up Framen. Founded two years ago, the company displays advertising on digital outdoor spaces, for example in hotels, shopping centers and fitness studios. Local partners can also play their advertising spaces with Framen ads and earn money with them. According to the start-up, it reaches up to 100 million impressions per month across 3,500 screens in 425 cities in Germany.
Content from the Axel Springer media brand is now to be added to the advertising videos. In addition, Framen's portfolio will be expanded to a 360-degree offering, which will enable it to offer campaigns in print, digital and even on digital out-of-home (DOOH) advertising spaces. The number of screens is to be significantly expanded.
Springer has been closely associated with Framen since 2019: Last December, APX, an early-stage investor of Porsche and Axel Springer, acquired a stake. The shares of APX and other investors are now being acquired, and Framen is also set to grow through a capital increase. The founders around CEO Dimitri Gärtner will remain involved and continue to manage the operational business. However, Springer is also appointing its own representative, Thomas Bergmann, to the management board. Bergemann is also Head of Advertising at Axel Springer News Media National & Tech.

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