Ströer's Q2 Growth Outpaces German Ad Market, Led by DOOH
2026-08-13 · via invidis
Ströer's digital out-of-home business grew 24.3 percent in the second quarter of 2026, once again outpacing both the wider German advertising market and the company's own classic out-of-home segment, which slipped 1.3 percent. For an industry watching how fast screens can replace static poster sites, the gap between those two numbers is the headline.
The Cologne-based group, Germany's largest out-of-home operator, reported second-quarter revenue of 541.8 million euros, up from 504.7 million euros a year earlier. Adjusted EBITDA rose to 153.8 million euros from 140.9 million euros. The wider OoH Media segment, which includes both digital and classic formats, grew 10.3 percent to 270.5 million euros.
Ströer says the football World Cup helped drive additional ad bookings across the quarter, a tailwind that also lifted the classic out-of-home industry in Germany, which grew 8.8 percent according to the company. Even so, Ströer's overall pace beat the broader German ad market, which Nielsen gross figures put at just 1.9 percent growth for the quarter.
Other segments cooling
Not every part of the business is moving at the same speed. Digital & Dialog Media grew 14.4 percent to 476 million euros in the first half, but Ströer's DaaS & E-Commerce unit fell to 156 million euros from 176 million euros a year earlier. The company attributed weaker demand at its beauty subsidiary Asam to an aging core TV shopping audience and softer cosmetics sales. Data platform Statista is meanwhile pushing a shift to B2B subscriptions, which Ströer says clients will need time to adopt.
AI booking platform still unfinished
For operators and media buyers watching Ströer's programmatic ambitions, the update on Ad Manager, its AI-powered booking platform, is worth noting. Ströer says a first test has gone live, but a wider rollout is not expected before the end of 2027. The company describes the platform as central to its AI strategy, but the timeline suggests it remains early stage rather than something advertisers can plug into now.
Ströer's management declined to comment on ongoing acquisition rumors when asked, without specifying what those rumors involve.
First half tops one billion euros
Organic revenue for the first half of 2026 grew 2.7 percent to 1.037 billion euros, the first time Ströer's first-half revenue has crossed that mark. Adjusted EBITDA for the half rose 3 percent to 273 million euros. For the third quarter, the company expects mid-single-digit revenue growth in OoH Media and similar growth in Digital & Dialog Media to what it posted in Q2. Ströer confirmed its full-year 2026 outlook, without giving updated figures in this release.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
Ströer grew significantly faster than the German advertising market in the second quarter of 2026. The Cologne-based group topped 1 billion euros in revenue for the first half of the year, boosted by the football World Cup, even as e-commerce continued to lose steam.
Germany’s leading out-of-home operator posted revenue of 541.8 million euros in the second quarter, up from 504.7 million euros a year earlier. Adjusted EBITDA climbed to 153.8 million euros, compared with 140.9 million euros in the prior-year quarter.
The OoH Media segment again led the way, growing 10.3 percent to 270.5 million euros. Digital Out of Home revenue jumped 24.3 percent, while classic out-of-home slipped 1.3 percent, staying slightly below last year’s level.
Ströer continues to grow faster than the German advertising market as a whole, which rose only 1.9 percent in the second quarter, according to gross Nielsen figures.
The classic OoH industry in Germany also trailed Ströer’s pace, growing 8.8 percent. According to Ströer, the football World Cup also contributed to the growth by driving additional ad bookings.
Demand in Digital & Dialog Media and DaaS & E-Commerce remained subdued despite the World Cup boost. Digital & Dialog Media grew 14.4 percent to 476 million euros in the first half. DaaS & E-Commerce revenue fell to 156 million euros, down from 176 million euros a year earlier, losing some momentum even as the business kept developing positively overall.
At beauty subsidiary Asam, Ströer pointed to an aging core TV shopping audience and weaker demand for cosmetics. Data platform Statista is shifting its business model toward B2B subscriptions, a transition the company says will take time for clients to adopt.
Ströer’s management declined to comment on ongoing acquisition rumors when asked.
The company’s AI-powered booking platform, Ad Manager, is not yet ready for the market, according to Ströer.
A first test has gone live, but a broader rollout is not expected before the end of 2027. The platform is central to Ströer’s AI platform strategy.
Organic revenue for the first half of 2026 grew 2.7 percent to 1.037 billion euros, while adjusted EBITDA rose 3 percent to 273 million euros. That marks the first time Ströer’s first-half revenue has topped one billion euros, up from below that mark a year earlier.
For the third quarter, Ströer expects mid-single-digit revenue growth in OoH Media and growth in Digital & Dialog Media at a similar level to the second quarter. The company confirmed its full-year 2026 outlook.