Bauer Media Buys German DOOH Firm Eisbach Media From Goldbach
2026-10-19 · via invidis
Bauer Media Group has agreed to acquire Eisbach Media, the German digital-out-of-home advertising agency that until now operated as the former DOOH division of Goldbach Germany, from the Swiss Goldbach Group. The deal gives Bauer the marketing mandate for roughly 1,500 DOOH screens in Germany, according to the announcement.
For anyone running or selling German DOOH inventory, this is a consolidation move worth tracking. Eisbach Media's portfolio includes premium placements in shopping centers, the Uber Platz site in Berlin, and digital charging-point displays (DCLPs), the release says. The transaction still needs regulatory approval, and neither company has disclosed financial terms or how Eisbach Media will be folded into Bauer's existing structure. Until closing, both companies say they will keep operating independently.
The acquisition matters beyond the screen count because of what it signals about Bauer's ambitions. The publisher only entered the DOOH business recently, but it did so at scale by acquiring Clear Channel's UK and Northern European operations, which the announcement puts at more than 15,000 DOOH displays. Bauer also bought Amscreen, giving it a hardware and infrastructure arm alongside its media sales business. Adding Eisbach Media's German expertise and client relationships extends that European footprint into what invidis calls the continent's key DOOH market.
For Goldbach's parent, Swiss publisher TX Group, the sale fits a pattern. TX Group has signaled it wants to concentrate on the Swiss market, and the earlier split of Goldbach Germany into Goldvertise and Eisbach Media was widely read as preparation for a sale. Goldbach Group CEO Christoph Marty is quoted saying Bauer is a "long-term-oriented owner" positioned to keep developing the business, while Eisbach Media managing director Claudia Zayer called the acquisition recognition of her team's work over the past year and a half.
The deal also fits a broader trend of publishers buying into out-of-home advertising, alongside NZZ's stake in Swiss operator APG|SGA and Axel Springer's integration of Framen. Bauer has already tested combining publishing, radio and DOOH sales in the UK market. Whether that model translates to Germany, and what happens to Eisbach Media's existing sales team and client contracts once integration begins, is not addressed in the announcement. Operators and media buyers working with Eisbach Media's current inventory will want clarity on continuity of contacts and rate cards once the deal closes.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
Goldbach is selling the German DooH advertising agency Eisbach Media to the Bauer Media Group. With this acquisition, the publisher now has a German digital-out-of-home presence in addition to its operations in the UK and Northern Europe.
Bauer Media Group has reached an agreement with Swiss Goldbach Group to acquire Eisbach Media, formerly the DooH division of Goldbach Germany.
As is customary, the transaction is subject to regulatory approval. Neither party has disclosed details of the deal, nor how Eisbach Media will be integrated into Bauer Media Group. Until the closing, both companies will continue to operate as usual and independently of one another.
With this acquisition, a new player with a strong European presence is entering the German DooH market. The major publisher has not been in the digital-out-of-home business for very long, but has a significant European presence thanks to its acquisition of Clear Channel’s UK and Northern European operations . This includes more than 15,000 DooH displays. In addition, Bauer has also covered the infrastructure side with its acquisition of Amscreen .
With the acquisition of Eisbach Media, Bauer gains extensive German DooH expertise and the marketing mandate for approximately 1,500 DooH screens in Germany. The portfolio includes, among other things, premium inventory in shopping centers, the Uber Platz in Berlin, and DCLPs at charging stations.
Claudia Zayer, Managing Director of Eisbach Media, comments: “Over the past year and a half, Eisbach Media has successfully established itself in Germany and built strong relationships with clients and agencies. The acquisition by the Bauer Media Group is a great recognition of our team’s achievements and creates a strong foundation for the further development of our business.”
For the Goldbach Group, the sale of Eisbach Media is another step in its overall strategy. It has long been known that the parent company, TX Group – a publishing company like Bauer – intends to focus entirely on the Swiss market. The split of Goldbach Germany into Goldvertise and Eisbach Media already signaled the intention to sell.
“With Bauer Media, we’re handing the business over to a long-term-oriented owner who can further develop Eisbach Media’s business,” said Christoph Marty, CEO of the Goldbach Group, commenting on the sale. “I am convinced that Claudia Zayer and her team at the Bauer Media Group will continue on this successful path, and I thank her for the groundwork laid over the past few years.”
The fact that the out-of-home advertising business is highly attractive to publishers has been demonstrated recently by, among other things, the NZZ’s stake in the Swiss APG|SGA and the integration of Framen into the Springer Group. In the UK, Bauer Media has already tested the integration of its publishing and radio businesses with its DooH division. Now the company has also gained a foothold in Germany, the key market in Europe.