Bauer Media buys eisbach.media and enters Germany’s outdoor ad market

Bauer Media Group has signed a deal to buy eisbach.media, a Munich company that sells ads on about 1,500 digital screens in Germany. The seller is Goldbach Group, part of Switzerland’s TX Group. Both companies announced the Bauer Media eisbach.media deal on October 16 and did not disclose the price.

Bauer had no outdoor business in Germany until now

Bauer, based in Hamburg, runs magazines, radio and outdoor advertising. It calls outdoor its third business line. Horizont reported that the group has more than 100,000 ad sites in Europe but none in its home market. The deal changes that.

Most of Bauer’s outdoor sites came from Clear Channel. Bauer completed its purchase of Clear Channel Europe-North on April 1, 2025. That business covered 12 countries, including the UK, the Netherlands, Belgium, Ireland, Poland, the Baltic states and the Nordic countries.

eisbach.media screens sit in malls and at EV chargers

eisbach.media was set up in 2025 from the former Goldbach Germany. Its screens stand in shopping centres and as digital city light posters, including at electric car charging points. Goldbach says the network is aimed mainly at retail. Brands and media agencies can book the screens directly or buy them programmatically, through automated auctions.

Germany’s ad market is growing slowly overall. In August German ad spend rose 0.9%, while online rose 14.7%.

Vivian Mohr calls it the next step of Bauer’s outdoor plan

Vivian Mohr, Bauer’s chief operating officer, told Meedia that the group is “consistently continuing” its outdoor strategy (translated from German). Goldbach chief executive Christoph Marty said eisbach.media gets “a long-term oriented owner.” The deal still needs approval from regulators. Until then both firms run separately.

Goldbach leaves Germany and, in its own words, will focus on Switzerland. Bauer gets about 1,500 screens in its home market, close to the roughly 1,400 it runs in Poland, based on figures Bauer Media Outdoor Poland gave in September. In Poland digital outdoor ads grew 27.6% in the first half of 2026.